www.discoverdigitallife.com
Contents
What makes this a landmark study?
Methodology Picture Digital Headlines
2
What makes this a landmark study?
Welcome to Digital Life
Digital is our future, just as it is yours. We’ve therefore invested significantly to bring you the largest and most comprehensive study of the global digital consumer, ever. Digital Life covers 46 markets, utilises cutting edge techniques that uncover digital behaviours, and expert analysis to understand the attitudes and needs that drive them. Digital Life can offer both a lens on the digital world, and the frameworks required to make actionable business decisions within it. It can be used to drive global strategies or inform local tactics.
Welcome to Digital Life Welcome to the discovery of how the world lives online Pedro Ros
Jordi Ferrer
CEO, TNS
Global Head of Digital, TNS 4
What makes this a landmark study?
Truly global
That goes ‘Beyond
To address critical
coverage
Behaviour’
business issues
The first study of its kind to
People are not made of
The study provides a framework for
interview almost 50,000
numbers, pageviews, or clicks. They
the strategic and tactical
consumers in 46
are made of
deployment of marketing
markets, including all BRIC
attitudes, needs, motivations.
resources across channels and
and most N-11 economies
Uncovering these offers a holistic
platforms, geographies and
view on the digital world
targets
5
Digital Life covers 46 markets and 88% of the global internet population More than twice as many markets as any other study of its kind
North SubMiddle Latin America America Saharan East & Africa N. Africa
North & West Europe
South & Developed Emerging Asia East Asia Europe
China
India 6
Digital Life combines the best of established and cutting-edge approaches in data collection
Exhaustive questionnaire coverage Including projective and direct questioning
Clickstream data collection in 5 key markets Representing 45% of the global internet population 7
Methodology
Methodology
Sampling & Weighting Segmentation Modelling, The Engagement Score & The Activities
Picture
Click Stream & Other Data Sources
Critical questions investigated
9
Sampling & Weighting
The sample frame was designed to reflect the population of frequent online users in each market. Online Sample was provided by Lightspeed’s international consumer panels. Some local providers were also used where necessary.
Picture
Quotas were applied to the following data points at a country level: Age : Gender : Internet Usage : Occupation : Region : Income Weighting was applied to ensure the correct sample profile for each market. European online population statistics were drawn from the Eurobarometer study data from 2009. All non-European online population statistics were sourced from local census data or equivalent. Country data was then weighted so that each market correctly represents the proportion of the global internet population within the study sample*. 10 *Population data sourced from Internet World Stats 2009.
Sampling & Weighting
88% of the global internet population* 46 markets; 48804 respondents; Interviewing June/July 2010
Population data sourced from Internet World Stats 2009.
Data Collection: Online: Offline: North America: USA, Canada Europe: UK, France, Germany, Belgium, Netherlands, Luxemburg, Austria, Sweden, Norway, Denmark, Finland, Spain, Italy, Portugal, Greece, Turkey, Israel, Russia, Poland, Estonia Developed Asia: Japan, South Korea, Hong Kong, Singapore, Australia China: China (Urban Tier 1-3) India: India Emerging Asia: Indonesia, Vietnam, Thailand, Philippines, Malaysia Latin America: Mexico, Brazil, Argentina Middle East & N Africa: Saudi Arabia, UAE, Egypt, Morocco SS Africa: South Africa, Kenya, Uganda, Tanzania, Nigeria
11
Sampling & Weighting
USA:1595 CAN:1000
GBR:1595 FRA:1001 DEU:1022 BEL:1047 NLD:1015 LUX:1021 AUT:712 SWE:1083 NOR:1008 DNK:3012 FIN:1004
ESP:971 ITA:1018 PRT:948 GRC:524 TUR:1003 ISR:1007 RUS:1999 POL:998 EST:951 CHN:2023*
UAE:729 SAU:964 EGY:1072 MAR:280 NAM:1507 LAM:2652 EUROPE:23,017 MEA:6857 ASIA:13771
MEX:900 ARG:617 BRA :1103
Population data sourced from Internet World Stats 2009. *Urban China (Tier 1 – Tier 3 Cities)
KEN:811 UGA:501 TZA:500 NGA:1000 ZAF:1000
IND:1192
IDN:1500 THA:985 PHL:1000 MYS:994 VNM:602
KOR:1007 JPN:1514 HKG:948 SGP:1002 AUS:1004 12
Sampling & Weighting
Sample Profile: Portugal Methodology: CAWI interviews conducted in June and July 2010
N = 948 Gender
I
Age
I
Region
I
Occupation
Male Female
484 464
16-20 21-24 25-34 35-44
97 209 230 269
Norte Centro Lisboa Alentejo
273 205 430 17
Employed Home Duties Student Retired / Unemployed
45-60
143
Algarve
23
I
Income
I
High 298 575 10 Medium 195 128 Low 206 112
13 *I = Interviews
Segmentation Modelling, The Engagement Score & The Activities
Segments were created to include multiple dimensions and reflect behaviours, needs & lifestyle Digital Segments
Data dimensions Demographics
3
Discriminant analysis
Activities
2
K-means clustering
Internet Usage
1 Canonical correlations
Attitudes & Needs
Golden questions
14
Segmentation Modelling, The Engagement Score & The Activities
Segmentation Modeling: Process 1 To ensure all domains drive the results, the segmentation was based on the relationships between different classes of variables. 1. All variables are subjectively classified as Outcomes or Explanatory variables. 2. Links are established between these two sets of variables, using canonical correlation. This exposes dimensions representing links between sets of variables. 3. These canonical factors (rather than individual variables) are used as input to the segmentation. Canonical Factor 1 e.g., Characteristics of online social influencers
Explanatory Variables
Behavioural Outcomes
Canonical Factor 2 e.g., How technology choices impact perceptions of status Canonical Factor 3 e.g., Role of online attitudes in preference PC vs. mobile online access
etc.
15
Segmentation Modelling, The Engagement Score & The Activities
Segmentation Modeling: Process 2 Create Canonical Factors Which variables are included? Which are explanatory vars and which are outcomes? How many canonicals (factors)?
Generate Clusters How many segments? How to weight each of the domains?
Refine until optimal solution achieved
Profile the Segments Are differences meaningful? Make sense globally and in all countries? Easily describable? Sharp differences in online behaviours and attitudes? Satisfy the needs of all stakeholders?
16
Segmentation Modelling, The Engagement Score & The Activities
Segmentation Modeling: Considerations •
• •
•
During the development of the segments, the 46 countries were represented in their target proportions – so that countries with more populous online usage have a greater contribution than that of smaller countries Controls were taken to minimize potential confounds of regional differences in scale usage/bias An 11 segment solution has been developed and represents an optimal global solution with good differentiation among segments within every country. However, for ease of use, a consolidated 6 meta-segment solution (in which there is logical collapsing among the 11 segments) is provided. The segmentation analysis included hundreds of variables (behaviours, attitudes, needs, lifestyles, and demographics) in order to produce segments that are actionable on a number of levels and dimensions. New respondents can be classified into the 11 segments (and/or 6 meta-segments) using a short battery of 4 sets of questions (in addition to age and gender), that takes about 3-4 minutes for respondents to complete.
17
Segmentation Modelling, The Engagement Score & The Activities
Engagement Scores The overall Engagement Score gives a simple oneone-number guide to the strength of the onon-line relationship within the online population of a country or within any subsubgroup. The Behaviour and Attitude score can then be used to diagnose the situation within individual countries or segments. Thus in some countries attitudes are very positive, but access is limited resulting in an overall Engagement score lower than that of more wealthy countries where access is easier and where both attitudes and behaviour are strong. Many of the more developed countries have lower behaviour and attitude scores, and hence a lower Engagement score, because usage is so ubiquitous that it includes many peripheral, passive users.
The Behaviour and Attitude score can then be combined into the overall “Engagement Score� (Behavioural Score) How often I use the internet Hours online by activity How often I do each activity
(Engagement Score) Sub-indices weighted for main index dependent on requirement (Attitudinal Score) Attitudes to using the Internet Attitudes to Digital Communication Platforms 18
Click Stream & Other Data Sources
Click Stream Data Collection Who was measured? Panellists of Click Stream measurement panels in each market US, UK, France, Germany and China. Each panellist has a piece of software installed on their home computer to record all of their internet browsing activity. What was measured? Consumers’ online behaviour via automated tracking; their offline behaviour, attitudes, intentions and motivations were measured via the survey element asked of the same respondents and during the same timeframe. What surfing behaviour is measured? Consumers’ natural surfing behaviour was measured during the course of a four week period How can I use the data? Consumers’ natural surfing behaviour is merged with survey data to provide actionable insight. For example understanding the top sites that a segment might visit as an aid to media planning.
19
Click Stream & Other Data Sources
Click Stream Data Collection Method Panellist sent meter download invitation
Installs meter to browser
User behavioural data collected sent to collection servers
Downloading… 75% Complete
Lightspeed Panellists
Disqualified
Qualified
“Do Not Qualify” Points Received
Points Received
Accepts & Qualifies
20
Click Stream & Other Data Sources
External Data Sources In addition to standard survey data the following external data sources were used as part of this report: Click Stream data : This was collected across five markets, please see above section for full details Internet World Stats.com : Internet penetration figures and internet population figures used to produce the country weights were sourced from this site. The end sources for those numbers are a follows: Demographic (Population) numbers are based on data from the US Census Bureau. Internet usage information comes from data published by the International Telecommunications Union, local Regulators, and other reliable sources Alexa.com : a web traffic data reporting site. GTI : Is a global syndicated annual tracking project run by TNS Eurobarometer : is a series of offline surveys regularly performed on behalf of the European Commission since 1973. It produces reports of public opinion of certain issues relating to the European Union and EEA. The study is conducted by TNS 21
Critical questions investigated
The internet has grown at a fantastic pace over the past decade, thanks in part to the ease of use of the world-wide-web and more recently web 2.0 / social media phenomena. We are now entering a new era of development, as the internet continues to spread across all corners of the globe, across different platforms, serving different consumer activities and their underlying needs. For business leaders, digital is becoming an ever more significant part of overall company strategy. It is essential to have a comprehensive and authoritative global insights source to support this decision making. For this reason TNS have structured the project to support decision making at three levels:
Macro-market understanding
Identifying Brand opportunities
Targeting consumer needs and aspirations
Analysis in this report covers : Regions
Digital Activities
Digital Segments
Further details: www.discoverdigitallife.com or contact your local TNS representative. 22
Critical questions investigated
Critical questions investigated What is the state-of-play in the digital landscape?
How do we maximise opportunities with the digital consumer?
How and to whom do we tailor the message?
Business Applications:
1. Developing a digital strategy 2. Platforms to focus on 3. Where to focus investment
1. Which communication channels 2. Viable social media strategies 3. Selecting the most effective touchpoints
1.Formulating different strategies for different consumers 2.Targeting the needs of different digital consumer groups 23
A guide to the Digital Life activities
Connecting and sharing with others online, uploading pictures to a photo sharing site or internet dating
Browsing for things to buy online or offline; e.g. consumer reviews, websites, search engines
Personal email account. Checking inbox, writing and composing email messages
Keeping up to date with current affairs, sports, culture and the weather
Source general information & learn online. Includes: ‘googling’ online encyclopaedias and self educating online etc
Specialty websites that help you pursue your personal interests & hobbies or a blog/forum you read or write
Planning & organising your life online, including journey planners, using maps services
Watching video, listening to music or radio streaming or watching ondemand TV programs
Using internet banking, paying or checking your bills, topping up mobile phone/travel cards, doing tax return etc
Games you play on or via the Internet, either single-player games or multi-player games (not via a console)
Purchasing online, whether it be groceries, cinema tickets, clothing, gifts, flights or services Digital activity groupings formed following extensive qualitative research amongst digital users.
24
Digital Headlines
5 Digital Headlines
Digital is big; Once adopted it becomes the world’s most frequently used media channel
Digital is fragmented; it’s used for a range of activities from communication to entertainment to information to personal management
Digital is designed with the user, and not the advertiser in mind Social networkers connect far more with each other than with brands
Digital is interactive; Offering content, experiences and conversation may generate buzz
Digital is an influential part of the 'Path to Purchase'; Consumers are most open to brands when shopping / browsing
Digital is big Once adopted it becomes the world’s most frequently used media channel
Picture
27
Digital is big; Once adopted it becomes the world’s most frequently used media channel
% Using at least once a day
% using at least once a day – Portugal (Global) Digital
84
TV
74
Radio
Newspaper
Magazine
59
29
17
28 S5: How often access / i10: Usage of offline media Base: All respondents 48804
Transformational nature of Digital leads to higher engagement in the emerging world which offers an opportunity for brands Country
%
Country
%
Country
%
Country
%
1.Egypt
56%
13.Italy
47%
25.USA
43%
37.Netherlands
33%
2.S Arabia
56%
14.Poland
46%
26.Tanzania
42%
38.Philippines
32%
3.China
54%
15.Thailand
46%
27.S Korea
42%
39.Norway
30%
4.Malaysia
53%
16.Argentina
45%
28.Portugal
40%
40.Sweden
27%
5.Turkey
52%
17.Vietnam
45%
29.Mexico
40%
41.Luxemburg
27%
6.S Africa
51%
18.Uganda
44%
30.Greece
38%
42.Finland
26%
7.Kenya
51%
19.Israel
44%
31.Canada
37%
43.Estonia
26%
8.Morocco
51%
20.Hong Kong
44%
32.Spain
37%
44.Denmark
25%
9.UAE
50%
21.UK
43%
33.Austria
36%
45.Indonesia
24%
10.Brazil
48%
22.Nigeria
43%
34.Belgium
36%
46.Japan
20%
11.France
48%
23.India
43%
35.Germany
36%
12.Singapore
47%
24.Russia
43%
36.Australia
35% 29
Digital Engagement – See methodology pack Bases: All respondents 48804
Access can limit usage, but doesn’t hold back engagement. Demand for web services is high everywhere
% online users accessing internet daily
Portugal:
84
% online users accessing internet daily
40
% highly engaged in digital 54
54 44 39 83
42
46
44
44
43
38 82 69 45,9
61 44,0
% highly engaged in digital
28 62
56 46,5
57
45,6
53
39,9 34,2
33,9
35,0
42 23
32,4 22
30 Digital engagement index is a measure of consumer engagement in Digital; S5: How often access Base: All respondents, n=48804
But if it is accessed in very different ways across the world – which platform should investment be focussed on? Share of time spent online by access point
PC at home
PC at work / school
PC at internet cafĂŠ / friends
Mobile
Internet use in Portugal is dominated by home use, mobile device access below Global level.
31 S4: Internet access point in last 4 weeks for leisure Base: All respondents, n=48804
Digital is fragmented it’s used for a range of activities from communication to entertainment to information to personal management
Picture
32
Digital is fragmented; it’s used for a range of activities from communication to entertainment to information to personal management
In Portugal overall usage of different activities almost reached maximum, with intense daily usage of social networking, email, news and interest.
I1: Frequency of online activities / I2:hours spent per week Base: All respondents, n=48804
Opportunities to connect exist across this spectrum Banner ads
Interactive Brand Campaigns
Path to Purchase
Viral Ads
As behind the heterogeneous range of online behaviours, are diverse online consumer groups
Internet is commoditised
HIGH CONSUMPTION
Makes my life more efficient
Is the centre of my life
LOW INVOLVEMENT
Internet is functional It helps me to be productive Digital Lifestyles – see methodology pack Base: All respondents 48804
Internet is pivotal
HIGH INVOLVEMENT
LOW CONSUMPTION
Internet is aspirational Helps me achieve my goals
Digital Lifestyles Segments: 6 meta-segments INFLUENCERS The internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice. COMMUNICATIORS I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college. KNOWLEDGE-SEEKERS I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing. NETWORKERS The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online. ASRPIRERS I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device. FUNCTIONALS The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and security. I am older and have been using the internet for a long time.
Digital Lifestyles – Digital Life Global Report 2010 Base: All respondents, n=48804
Segments map against the level of market development, with Emerging markets displaying a higher level of involvement Size of Lifestyle by Region
Digital Lifestyles – see methodology pack Bases: Global
The landscape of Portuguese onliners is dominated by Knowledge Seekers and Networkers. Among 16-20 yrs higher share of Influencers and Communicators.
Meet the
KNOWLEDGE-SEEKERS
“I use the internet to gain knowledge, information and to educate myself�
33% Who? Male
Digital Activities
Employed
Not employed
Low
Number of friends
S/E Europe LatAm
M
Older
Frequency of internet access High
Digital Engagement
Female
Younger
Digital Attitudes I am concerned about data protection and privacy in the internet
Internet enables me to belong and be accepted by my friends In the online world, I can better express my feelings I can t imagine a life without the internet anymore
Involvement
L Consumption
M
Brand interaction
H
Internet allows freedom of expression that I don t have in the offline world
Where?
Digital Engagement
Open to brands Level of online purchasing (out of six)
Brands are intrusive
3rd
Above average touchpoints
L
ONLINE Branded sites Retailer sites Price comparison Search engine User review on blog Review sites Social network comments
OFFLINE Offline media Retail shop Offline WOM
38 Global segmentation. See methodology pack for details Base: Knowledge Seekers 8409
How to activate the Knowledge-Seekers Primary activation channels
Why and how?
Needs
Recommendations
KS actively use email to communicate with the aim of keeping in touch and sharing information
KS crave through detailed content on your websites, make them feel empowered
Knowledge-seekers look to make informed choices but brands must be transparent in their contact
Knowledge-seekers actively engage in social networks to load files (music, photos, apps etc)
Emotive needs delivered by email for KS are the feeling of being ‘close/supported’ and ‘recognised/important’
Emotive needs met being ‘informed’, ‘intelligent’ and in particular for KS being ‘responsible/thoughtful’
Ensure comms supports being ‘in touch/in the loop’, ‘confident/assured’, ‘intelligent/thinking
Emotive needs focus on being entertained, having fun and feeling energised. Being sociable/friendly is a particular differentiator
Advertise on search sites where visitors are searching for ‘knowledge’ Yahoo, Google , Wikipedia etc
Engage with, user review portals to raise awareness of brand, ensure sites are relevant to your category. Ensure present in social network sites through brand page and actively engage with consumers to avoid negative feedback / accusations of inertia.
Brands should facilitate creation of email-based social groups for likeminded individuals. Brands should have a presence in IM portals to raise top of mind awareness when experiences are being shared
Ensure brand presence in social multi-media through advertising and sponsorship in sites facilitating these activities and engaging KS interests
39 Global segmentation. See methodology pack for details Base: Knowledge Seekers 8409
“The internet is important for me to establish and maintain relationships�
Meet the NETWORKERS 20% Male
Who?
Digital Activities
Employed
H
Older
Not employed
Frequency of internet access High
Digital Engagement
Female
Younger
Low
Number of friends
Digital Attitudes The Internet improves the relationships I have with other people
H
In the online world, I can better express my feelings Internet allows freedom of expression that I don t have in the offline world
Open to brands Level of online purchasing (out of six)
I can t imagine a life without the internet anymore
Where?
Involvement
H Consumption
L
Brand interaction
Internet helps me connect with other like-minded individuals N America N/W Europe S/E Europe
Digital Engagement
Brands are intrusive
4th
Above average touchpoints
L
ONLINE Branded sites Retailer sites Price comparison Search engine User review on blog Review sites Social network comments
OFFLINE Offline media Retail shop Offline WOM
40 Global segmentation. See methodology pack for details Base: Networkers 8322
How to activate the Networkers Primary activation channels
Why and how?
Needs
Recommendations
For Networkers life is getting busier, they are also less likely to spend time online at work, speak to them in their personal time at a point when they are least busy – end of week or weekend
Networkers use the internet to manage their social relations. Ensure messages are short and to the point – Networkers spend little time on interpretation
Tone of email communication should be supportive, keeping people informed, give precise detail to help Networker feel knowledgeable, confident and on top of things
Ensure brand presence fosters a sense of sociability, community and sense of belonging. Expect some feedback from Networker but anticipate brand doing more of the legwork
Speak to them in their personal time when they are least busy – end of week or weekend. Balance push vs. pull advertising activity on email sites – place more emphasis on push – they are less likely to find brands intrusive and often tune out of brand ads. When using eCRM consider length/complexity of message. Reward the consumer with entertaining content, give them an offer encouraging them to go on to purchase.
Create fan pages for your brand which Networkers can join and follow – use this as a portal to provide interesting brand information. Be present in relevant areas of site – promotions, special offers, competitions – to ensure Networkers get something out of their brand contact.
41 Global segmentation. See methodology pack for details Base: Networkers 8322
“The internet is a practical tool�
Meet the FUNCTIONALS 19% Male
Who?
Digital Activities
Employed
L
Older
Not employed
Frequency of internet access High
Digital Engagement
Female
Younger
Low
Digital Attitudes I am concerned about data protection and privacy in the internet
H
Open to brands Level of online purchasing (out of six)
Internet helps me connect with other like-minded individuals
Where?
In the online world, I can better express my feelings The Internet improves the relationships I have with other people
Involvement
L Consumption
L
Brand interaction
Number of friends
N America N/W Europe S/E Europe Dev Asia
Digital Engagement
Brands are intrusive
5th
L Above average touchpoints ONLINE Branded sites Retailer sites Price comparison Search engine User review on blog Review sites Social network comments
OFFLINE Offline media Retail shop Offline WOM
42 Global segmentation. See methodology pack for details Base: Functionals 8324
How to activate the Functionals Primary activation channels
Why and how?
Functionals have a long history with the world of digital yet are still using it very practically spending minimal time engaging, any activity therefore must recognise this
Functionals have a desire for practical knowledge and this manifests itself in many areas including the area of ‘personal interest’ and ‘knowledge and education’ activities
Needs
There are two key emotional needs sought from email by Functionals that are not present in general – ‘being in control/on top of things’ and being ‘responsible/thoughtful’. Consider how activity can support these needs
The emotional needs being met by ‘knowledge and education’ activities are to be ‘recognised and important’ and to be ‘effective and efficient’
For commercial email eg Yahoo, Gmail, AOL, MSN, ensure your brand is present on home pages and create efficient/effective targeting through use of consumer details from provider. Don’t force extensive personal contact, expect to give information in exchange for information Emphasise safety and give guarantees, assurance and protection. Trigger their thirst for information by providing contentheavy online advertising or factual eCRM.
Link brands to highly trusted, factual, large-traffic sites such as BBC and Google. Drive consistency in off/online advertising strategies. Create advocacy programmes, enabling them to play an ambassador role and upweight their digital skills. Ensure brand presence on comparison sites.
Recommendations
Global segmentation. See methodology pack for details Base: Functionals 8324
43
“The internet is an integral part of my life�
Meet the INFLUENTIALS 13% Male
Who?
Digital Activities
Younger
Employed
H
Older
Not employed
Frequency of internet access High
Low
Digital Attitudes Internet allows me to stand out and be different
H
H Consumption
H
Brands are intrusive
1st
Above average touchpoints
In the online world, I can better express my feelings I am concerned about data protection and privacy in the internet
Open to brands Level of online purchasing (out of six)
Internet enables me to belong and be accepted by my friends
Where?
Involvement
Brand interaction
Internet allows freedom of expression that I don t have in the offline world
Number of friends
S/E Europe MENA India China Dev Asia
Digital Engagement
ALL
Female
Digital Engagement
L
ONLINE Branded sites Retailer sites Price comparison Search engine User review on blog Review sites Social network comments
OFFLINE Offline media Retail shop Offline WOM
44 Global segmentation. See methodology pack for details Base: Influentials 8217
How to activate the Influentials Primary activation channels
Why and how?
Needs
Recommendations
Influencers are heavy users of SN and are highly active in making brand comments
Influencers are likely to use brand generated online info when pre-browsing
Influencers are more engaged with online gaming than other segments
Influentials express themselves using pictures, video and social interactions
SN fulfils the emotional need of feeling carefree/uninhibited’, and more generally for a feeling of belonging and sociability
Needs include ‘standing out’, ‘self expression’, ‘responsible/thoughtful’ and ‘ knowledgeable /informed’
The emotional needs fulfilled by this activity are being ‘adventurous’, ‘stimulated’, ‘ competitive’ and having fun
Being sociable/friendly and adventurous/independent are particular differentiators for Influencers vs. the general digital consumer
Understand sites being used for gaming and thus whether we are looking for branding or brand to be integrated. Where possible to integrate, consider part brand may play in game – avatars, stores, characters etc.
Understand sites being used for ‘entertainment’ and target these with appropriate messaging and tonality by demographics. Communicate via mobile – downloads, apps, streaming, viral ads. - what ‘entertainment’ can you provide?
They are open to brand comms, a key motivator of using SN is to support a brand they enjoy. Ensure brand is present in blogs and actively manage dialogue to minimize negative reviews.
Global segmentation. See methodology pack for details Base: Influentials 8217
Have a brand presence on review sites being used for pre-browsing to aid top of mind awareness. Ensure e-Commerce sites are easy to find and use – is web address intuitive, is your site easy to navigate, is content engaging. Invest in SEO.
45
Meet the COMMUNICATORS 12% Male
Who?
Digital Activities
H
Older
Not employed
Digital Attitudes
Frequency of internet access High
Low
Number of friends
China Emerg Asia
Where?
Digital Engagement Digital Engagement
Female
Younger
Employed
“I just love talking and expressing myself�
In the online world, I can better express my feelings
H Consumption
H
Brand interaction
H
Open to brands
Life without the internet would be a lot less fun
Level of online purchasing (out of six)
Internet allows freedom of expression that I don t have in the offline world
Above average touchpoints
Internet enables me to belong and be accepted by my friends
Involvement
ONLINE Branded sites Retailer sites Price comparison Search engine User review on blog Review sites Social network comments
Brands are intrusive
2nd
OFFLINE Offline media Retail shop Offline WOM
46 Global segmentation. See methodology pack for details Base: Communicators 7779
How to activate the Communicators Primary activation channels
Why and how?
Communicators are interested in brands and are most likely to join SN to get more information about a brand
MME is more important for Communicators than other digital segments
Communicators have a natural desire for information, but it must be linked to their own personal interests
Needs
Social networks are meeting the Communicators emotional needs of sharing, belonging, feeling connected being sociable and having fun
Emotive needs met by MME focus on being entertained, amused, having fun and feeling energised.
Information and Interest are meeting the emotional needs of ‘belonging/togetherness’, ‘being in touch/in the loop’ and ‘feeling stimulated/inspired’.
Recommendations
Ensure brand fan pages are available and build dialogue through active communication. They will answer polls on SN, use this to the advantage of your brand and collect pertinent information (in a fun/engaging way). They download apps from SN, what can you give them that will increase visibility of your brand?
Consider how you could become part of the ‘entertainment’, could you integrate into the activity, could you create apps, given their higher than average use of mobiles that would allow for portable entertainment?
Exploit Communicators need to belong giving them nuggets of shareable information through 1-2-1 eCRM. Understand particular interests of this group and target specific sites accordingly – gaming, knowledge, music and video streaming etc.
47 Global segmentation. See methodology pack for details Base: Communicators 7779
“I’m looking to create a personal space online”
Meet the ASPIRERS 4% Who? Male
Digital Activities
Employed
L
Older
Not employed
Frequency of internet access High
Digital Engagement
Female
Younger
Low
Digital Attitudes The Internet improves the relationships I have with other people
H
Open to brands
In the online world, I can better express my feelings
Level of online purchasing (out of six)
Internet enables me to belong and be accepted by my friends
Above average touchpoints
Where? I can t imagine a life without the internet anymore Life without the internet would be a lot less fun
Involvement
H Consumption
L
Brand interaction
Number of friends
India Emerg Asia MENA SSA
Digital Engagement
L
ONLINE Branded sites Retailer sites Price comparison Search engine User review on blog Review sites Social network comments
Brands are intrusive
6th
OFFLINE Offline media Retail shop Offline WOM
48 Global segmentation. See methodology pack for details Base: Aspirers 7753
How to activate the Aspirers Primary activation channels
Why and how?
Needs
Recommendations
SN is used by Aspirers primarily to communicate, ensure brands are present in areas of site where ‘chatting’ is occurring
Access to hardware at home is a problem for Aspirers and therefore they are significantly more likely to access the internet via an internet café where they will pay by the minute/half hour
Social networks meet the emotional needs of being ‘amused’, ‘sociable’ and ‘belonging', and specific to Aspirers is the need to feel ‘excited’. However, unlike other digital consumers, SN is not meeting a need of ‘fun’, ‘support’, or ‘self expression’
Email meets the emotional need of Aspirers to feel ‘knowledgeable’ and ‘effective/efficient’
Think carefully about content of ads and visual design Aspirers do find brand presence intrusive Aspirers often use SN to follow friends, assess who are the ‘influential friends’ and communicate more heavily with them through email Consider what you as a brand can give back to Aspirers, they are hungry for more information and are keen to develop further in digital yet appear financially constrained, think about how you can help
Due to limited internet access, anticipate the time available to engage with your brand and time willing to spend decoding brand messages. Advertise on global and local email sites to drive brand saliency without delivering a complicated message. Reduce wastage by targeting Aspirers through demographic/attitudinal data held by sites, which will overcome people ignoring ads not relevant to them. 49
Global segmentation. See methodology pack for details Base: Aspirers 7753
Some product categories have a already high penetration of online researches – categories with higher involvement are more promising for online business. % researched online only
73 82
65
73 69
85
77
71
67
80 66
65 77
64 59
47 49
76
67 58
61
28
77 35 81
75
46
48
50
14
26
15
57
44
44
63
71
31
60
36 11 30
32
60
48
41
41 42 50 42 40
23 20 39 6 21
* Low base for segment subgroups Digital Lifestyles – see methodology pack Bases: All respondents 129 / 126 / 310 / 179 / 39 / 165
54 46
49
42
34
47
33
46 44 36
49 0 55
47
52
14 14 12 0 11
11 31
Digital is designed with the user, and not the advertiser in mind
Picture
51
Digital is designed with the user, and not the advertiser in mind Social networkers connect far more with each other than with brands
Connections on social networks
Portuguese consumers (esp. 16-20yrs old) are much better connected with brands and brand friends, than the global benchmark. . N10: Brands connected to on social networks / N11: Friends connected to on social networks Base: All respondents using SN, n=40819
And Consumer Generated Media is a key source of brand and product information
Brands
Brand Generated Media
interactions
WOM TRADITIONAL-BLOGSBOARDS-USENET
TRADITIONAL MEDIA-INTERNET-PUBS SPORTS & EVENTS- IN STORE DIGITAL MEDIA (Including online advertising, websites, emails, etc)
“Consumer” Action
“Consumer” Reaction
Purchase
Consumer Generated Media
Audience
Experience
Quantifying this channel begs the question ‘How can Digital WoM be harnessed to spread brand messages?’ Brand Activities on Social Media
48% Inactive in CGM (Does not read or write comments about brands)
32% Talking (Written positive or negative comments about brands)
36% Listening (Read user comments about brands)
Portuguese consumers like talking, with an overall positive attitutude toward brands.
N14: Brand activities on social media Base: All respondents using SN, n=40819
Digital is interactive Offering content, experiences and conversation may generate buzz
Picture
55
Digital is interactive; may generate buzz
Offering content, experiences and conversation
But gaining ‘permission to play’ is key to unlocking the full potential of social media brand campaigns Attitudes to brand interaction on social media across regions Portuguese consumers are in general open towards brand message, most promising activities to place a message are browsing, interest and knowledge. % actively looking for brands % who find brands intrusive
48 29 22
9
35 19
I4: Intrusiveness of brand contact Bases: All respondents ranking SN as important in top 3), n=22516
31 21
24 15
26 19
20
24
23
32
13
19
4
25 43 69
Focussing on the emotive drivers of behaviour is key to building a closer connection
Key Unique attributes to social networking Unique attributes to email
NeedScope profiling of activities. See methodology pack for more details Bases: All respondents 48804
Digital is an influential part of the 'Path to Purchase' Consumers are most open to brands when shopping / browsing
Picture
59
Digital is an influential part of the 'Path to Purchase'; Consumers are most open to brands when shopping / browsing Attitudes to brand interaction within activities
22516
39730
% actively looking for brands % who find brands intrusive
I4: Intrusiveness of brand contact Bases: displayed below activity
17545
5500
11940
3731
4763
13869
12882
7640
5199
Touchpoint strategies can be aligned to match the research behaviour of specific categories of shopper % used touchpoint for researching cleaning products
69% of cleaning purchasers used online sources to research their purchase
39% of cleaning purchasers used offline sources to research their purchase I1: Frequency of online activities / OS3: Research sources Bases: All respondents 48804 / 3983
Online touchpoints In Portugal, daily browsing / searching well above global level, fact based sites preferred for researching.
Offline touchpoints
Offline channels maintain an important role for FMCG products. Online purchases high amongst clothes and travel. % buying on/offline by category Offline only 19
AUDIO VISUAL AUTOMOTIVE BABY CARE PRODUCTS
12
9
14
CLOTHES
32
10
OS1: Source of purchase Bases: All respondents 948
8 4
8
21
37 57 72
13 9
6
44
3
66 86
20
11
10
6
52
15
56
9
21
MOBILE PHONE
TRAVEL
78
37
FOOD/DRINK
TOBACCO
68
11
9
Don't buy
80
26
COSMETICS
HOME BUYING
5
6 2 33
HOME APPLIANCES
Online only
4 4
CLEANING PRODUCTS
FINANCIAL SERVICES
Both
13
12
52 14
55 77
22
53
Further details: teresa.veloso@tnsglobal.com
www.discoverdigitallife.com