Europa 2014 r2 updates

EUROPA 2014 ROUND 2 QUESTIONNAIRE CHANGESNEW DATA IN ACTION

Print Media

Added: How Often Do you Buy Magazines for Children

2

6% of mothers and fathers buy their

children magazines once a month.

17% of magazines bought once every 2-3 weeks are purchased

by parents aged 45-54.

Base: GB Parents with children Source: Europa 2014 R2

Appliances and Other Household DurablesAdded: Coffee Machines

3

17% of Cafetieres were bought by adults aged 65+

in the last 12 months

Cafetiere owners are 28% more likely to have made

major home improvements in last 12 months.

Pod Coffee owners are 68% more likely than the average adult to agree with the statement ‘A real man can down several pints of

beer at a sitting’

23% of Consumers who purchased a Pod Coffee Machine (last 12 months) are aged 25-34.

Young Singles are 83% more likely to use bean-to-cup

machine

24% of ‘Child Free Couples’ own a bean-

to-cup machine.

5.8 Million people own a Filter Coffee Maker

Filter Coffee Owners who are ‘Upper class’ have

spent an average of €59 [115].

45% of Nespresso machines purchased in the last 12 months have been

bought by men

Adults working less than 8 hours a week are 49% more

likley to own a Nespresso Machine.

Source: Europa 2014 R2

Household ProductsAdded: Types of Lavatory Cleaner used

4

17% of consumers who use perfumed lavatory products

live in Greater London

8.8 Million Women use Bleach

Divorced women are 70% more likely than the average adult to

use Anti-Limescale

Men are 38% less likely to use an Anti-Bacterial.

Single Men are 30% more likely to use

Perfumed products

Retired consumers are 33% more likely than the average adult to use Anti-Limescale

83% of ‘Lower Class’ consumers use lavatory cleaners, whereas only 55%

of ‘Upper Class’ consumers do

19% of Chairman/CEO/COO level consumers use Anti-Bacterial.


Household ProductsAdded: Kitchen Roll

5

Base: Main Shopper

Added: New Kitchen Roll Brands for GB

15 Million Users 2 13.8 Million Users 32.2 Million Users


Alcoholic DrinksAdded: Cider – Flavours

6

Apple CiderDrinkers make up 22% of the

total population,

totalling 11,126,000 Adults 18+

Pear CiderDrinkers equate

to 5,781,000 Adults 18+, 12% of the population.

Other CiderDrinkers make up

11% of the population, equating to

5,411,000 Adults 18+

Base: All Adults 18+

CinemaAdded: New options for Types of Films

ROMANCE /

LOVE FILMS


Lifestyle Statements

7Title of the presentation

Added:Any Agree: “When I read a newspaper or magazine, I don’t hesitate to activate

flashcodes / QR codes”

Any Agree: “During a TV Programme, I do not hesitate to interact with other media

(apps, Facebook, Twitter)”

Any Agree: “During a radio show, I do not hesitate to interact with other media (apps, Facebook, Twitter)”

Of those who work in Advertising/ Communications/ Marketing and Media Agree

22%

Own a Cat48%

Smoke20%Source: Europa 2014 R2

Lifestyle StatementsAdded:


Any Agree: “I use ‘on demand’ TV Services to create my own TV Schedules”

Any Agree: “On Television I enjoy the adverts as much as the programmes”

Any Agree: “I prefer to watch television programmes at the time they are broadcast,

rather than record them”

9% 28% 4% 8%

55% 35% 70% 65%

5% 10%

INTRODUCING FMCG SHOPPER ARCHETYPESTGI EUROPA INSIGHTS

TGI Europa Round 2 2014

SHOPPER ARCHETYPESA TGI EUROPA SEGMENTATION OF FMCG SHOPPERS

Allows marketers to pinpoint specific targets amongst seven mutually exclusive groups of shoppers across Europe

Understand the who, why and how of shopper behaviour by profiling groups against the full range of TGI variables and see how consumers differ in France, Great Britain, Germany, Spain (attitudes, media, leisure etc.)

Combined with TGI’s WHY Code data to provide deep insights into what drives European shopping behaviours

SHOPPER STRATEGIESINTRODUCING THE ARCHETYPES

Convenience Kings

Driven by convenience in general, locality,

opening hours, parking, ease of use etc.

EthicalEmpathisers

Driven by ethical considerations such as

Fair Trade, animal welfare, protection of the

environment

Accustomed Acquirers

Driven by routine, have narrow brand repertoire, more likely to be solus shoppers and tend to

want to stick to tried and tested products / brands

Promiscuous Purchasers

Driven by value, bargain hunters, have large

brand repertoires, don’t like the idea of sticking

to only a few brands

QualityCrusaders

Driven by superior quality and happy to pay

a premium for it

Conscious Connoisseurs

Savvy and passionate shoppers who get food

knowledge from magazines,

professionals, word of mouth, read ingredients

and labels

Strategic Savers

Driven by lowest price to meet strict budget,

attracted by sales and promotions, special offers and loyalty

schemes

SHOPPER STRATEGIESINTRODUCING THE ARCHETYPES

Convenience Kings

EthicalEmpathisers



QualityCrusaders


Strategic Savers

FMCG SHOPPER ARCHETYPESARCHETYPE POPULATIONS

FMCG Shopper Archetype

Across all four countries

% of pop by countryOverall numbers (millions) by

country

% of pop

Millions Germany France GB Spain Germany France GB Spain

Convenience Kings

13 16.6 10 20 11 9 4.4 7.2 3.5 1.5

Ethical Empathisers

9 12.4 12 9 6 11 5.6 3 1.8 1.9


11 13.8 9 10 15 8 4.1 3.5 4.8 1.3


18 23.8 18 24 9 22 8.5 8.7 2.9 3.7

Quality Crusaders

17 22.5 17 11 23 20 8 3.9 7.2 3.5


7 9.7 11 5 5 7 5 1.9 1.6 1.2

Strategic Savers

18 23 21 17 17 14 9.5 6 5.3 2.4

Base: Main Shoppers 15+ Source: Europa TGI 2014 R2

High IndexingPurchasing Factors for food

(By Index)

CONVENIENCE KINGSPROFILE

67%(100)

33%(99)

Gender Split Age Split

Social DNA Map*

Factor Index Vert .%

Availability 123 21%

Advertising 106 5%

Friend/Family Recommendations

106 12%

Base: All Main Shoppers 15+

All Main Shoppers

CKs

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating

* See Social DNA Map Explanation in Appendix Source: Europa TGI 2014 R2

*Not available in France

ETHICAL EMPATHISERSPROFILE


74%(111)

26%(78)


Social DNA Map*


Origin 348 48%

Consumer & User Reviews

197 8%

Packaging 183 9%

All Main Shoppers

EEs

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating




(By Index)

ACCUSTOMED ACQUIRERSPROFILE


63%(93)

37%(113)


Social DNA Map*


Price 92 49%

Quality 80 44%

Availability 71 12%

All Main Shoppers

AAs

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating




(By Index)

PROMISCUOUS PURCHASERSPROFILE


69%(103)

31%(94)


Social DNA Map*


Novelty 106 3%

Advertising 93 4%

Price 87 47%

All Main Shoppers

PPs

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating




(By Index)

QUALITY CRUSADERSPROFILE


64%(96)

36%(109)


Social DNA Map*


Quality 144 80%

The Manufacturer’s Brand

137 20%

Availability 103 18%

All Main Shoppers

QCs

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating




(By Index)

CONSCIOUS CONNOISSEURSPROFILE


71%(105)

30%(89)


Social DNA Map*


Professional Reviews

293 11%

Origin 180 25%

Novelty 173 5%

All Main Shoppers

CCs

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating




(By Index)

STRATEGIC SAVERSPROFILE


65%(98)

35%(105)


Social DNA Map*


Sales Promotions

229 36%

Advertising 191 8%

Novelty 149 4%

All Main Shoppers

SSs

High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating




(By Index)

Practical Applications

Comparing Shopping StrategiesSolero V Magnum Consumers (Index)

Base: All Main Shoppers 15+ Source: Europa TGI 2014 R2

In this example we can see that Solero and Magnum ice cream consumers have very similar shoppers. Using TGI’s FMCG Shopper Archetypes, brands can see where they are under-represented amongst the 7 shopper groups.

For example, both brands are very under-represented amongst the Accustomed Acquirers, driven mainly by routine, who are brand loyal (and thus worth courting). Conversely, both brands are particularly popular amongst Conscious Connoisseurs, who are savvy and passionate shoppers, concerned with reading the ingredients of products they purchase.

INTRODUCING CONSUMER ELECTRONICS ARCHETYPESTGI EUROPA INSIGHTS

TGI Europa Round 2 2014

CONSUMER ELECTRONICS ARCHETYPESA TGI SEGMENTATION OF ELECTRONIC SHOPPERS

Allows marketers to pinpoint specific targets amongst seven mutually exclusive groups of consumer electronics shoppers

Understand the who, why and how of shopper behaviour by profiling groups against the full range of TGI variables (attitudes, media, leisure etc.) and compare across four key European markets (Germany, France, Great Britain, Spain)

Combined with TGI’s WHY Code data to provide deep insights into what drives consumer electronic shopping behaviours

CONSUMER ELECTRONICS SHOPPER STRATEGIES

INTRODUCING THE ARCHETYPES

Functionality Focused

Driven by the functionality of electronic

items, as well as their technical specification,

ease of use & guarantee

Spontaneous Spenders

Easily influenced, risk takers driven by availability, sales

promotions & advertising


Driven by the manufacturer’s brand, company reputation &

after sales service, happy to spend more on quality

products

Driven by professional & consumer reviews, as

well as technical specification. They are thoroughly research led

& make informed decisions

Technology Trendspotters

Driven by innovation, style and technical

specification, attracted by special features & always equipped with the latest

technology

Driven by lowest price to meet strict budget, attracted by special offers & promotions, ease of use & great

customer service

Driven by the manufacturer’s brand,

design, image & premium quality products

Review Researchers

Prudent Purchasers Image Idolisers

CONSUMER ELECTRONIC SHOPPER STRATEGIESINTRODUCING THE ARCHETYPES




Review Researchers


Prudent Purchasers

Image Idolisers

CONSUMER ELECTRONICS SHOPPER STRATEGIESARCHETYPE POPULATIONS

Electronic Shopper Archetype

Across all four countries

% of pop by countryOverall numbers (millions) by

country

% of pop

Millions Germany France GB Spain Germany France GB Spain


16 33.4 15 13 20 15 10.4 6.8 10.3 5.9


11 23.2 8 17 10 10 5.4 8.7 5.3 3.8


12 25.1 13 11 11 11 9.4 5.7 5.6 4.5

Review Researchers

11 23.8 10 15 10 11 6.7 7.8 5 4.3


10 21 11 10 10 8 7.5 5.2 5.1 3.2

Prudent Purchasers

14 28.7 17 14 11 9 12 7.3 5.8 3.6

Image Idolisers 11 22.6 8 12 12 12 5.6 6.3 6 4.6

Unclassified 16 34.6 19 7 17 24 12.9 3.7 8.6 9.3

Base: All Adults 15+ Source: Europa TGI 2014 R2

Small Household Appliances – Top Factors When Choosing

(By Index)

FUNCTIONALITY FOCUSEDPROFILE

53%(102)

47%(97)



Number of functions

147 17%

Ease of maintenance

144 28%

Ease of use 140 46%

All Adults

FFs

Base: All Adults 15+ Source: Europa TGI 2014 R2

Social DNA Map*High Global Capital

Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating

* See Social DNA Map Explanation in Appendix

SPONTANEOUS SPENDERS PROFILE

57%(110)

43%(89)



Number of functions

91 10%

Advertising 91 18%

Sales promotions

87 7%

All Adults

SSs

Base: All Headphone owners


Low Global Capital

Cul

tura

l Dom

inat

ing

Econom

ic Dom

inating


(By Index)


Source: Europa TGI 2014 R2Base: All Adults 15+

ACCUSTOMED ACQUIRERSPROFILE

49%(98)

51%(102)

Gender SplitAge Split


Manufacturer’s Brand

187 44%

After sales service

121 12%

Ease of maintenance

104 20%

AAs

All Adults

Base: All Camera owners

Social DNA Map*

Cul

tura

l Dom

inat

ing

Low Global Capital

High Global Capital

Econom

ic Dom

inating


(By Index)



REVIEW RESEARCHERSPROFILE

47%(91)

53%(109)



Friend/family recommendations

121 10

Ease of maintenance

106 21

After sales service 106 11

RRs

All Adults


Cul

tura

l Dom

inat

ing E

conomic D

ominating

Low Global Capital


(By Index)



TECHNOLOGY TRENDSPOTTERSPROFILE

32%(62)

68%(140)

Gender SplitAge Split


Number of functions

128 14


99 23

Price 96 55

TTs

All Adults

Social DNA Map*

Cul

tura

l Dom

inat

ing

High Global Capital

Econom

ic Dom

inating

Low Global Capital


(By Index)



PRUDENT PURCHASERSPROFILE

58%(112)

42%(87)



Economic function

120 16

Price 116 66

Ease of use 115 38

PPs

All Adults

Social DNA Map*

Cul

tura

l Dom

inat

ing

High Global Capital

Econom

ic Dom

inatingLow Global Capital


(By Index)



IMAGE IDOLISERSPROFILE

51%(100)

49%(100)




147 34

Number of functions

125 14

After sales service

120 12

All Adults

IIsSocial DNA Map*

High Global Capital

Cul

tura

l Dom

inat

ing

Low Global CapitalE

conomic D

ominating


(By Index)



PRACTICAL APPLICATIONS

PRACTICAL APPLICATIONSTablet ownership by brand

Base: All Adults 15+ Source: TGI Europa 2014 R2

Segment

% Apple tablet

owners in group

Apple Index

% Asus tablet

owners in group

Asus Index

Functionality Focused 18% 116 21% 136

Spontaneous Spenders 11% 101 9% 86

Accustomed Acquirers 13% 109 6% 50

Review Researchers 12% 109 18% 158

Technology Trendspotters 17% 170 22% 221

Prudent Purchasers 7% 53 7% 49

Image Idolisers 14% 127 11% 107

Apple’s policy of not discounting its products is reflected in the distribution of iPad owners – it is particularly strong amongst ‘Technology Trendspotters’ and ‘Image Idolisers’ attracted by its innovative and exclusive image, yet very unpopular amongst ‘Prudent Purchasers’, for whom low cost is king.

Conversely, Asus’s tablets show a far more varied fluctuation. Whilst they appeal in particular to ‘Technology Trendspotters’, this is a relatively small group. ‘Accustomed Acquirers’ is a larger group, but Asus have particularly low representation here. In order to improve this they may wish to appeal more to these ‘Accustomed Acquirers’ by promoting their products in a way that appeals to what this group like – e.g. strong company reputation and good after-sales service.

APPENDIX SOCIAL DNA

Analyse decision shortcuts, rational and

post-rationalised criteria

Analyse decision shortcuts, rational and

post-rationalised criteria

Drive category and brand usage by understanding semi-conscious values

Drive category and brand usage by understanding semi-conscious values

Connect with consumers’ deep subconscious imagery

Connect with consumers’ deep subconscious imagery

Discover the roots of consumer tastes and

preferences

Discover the roots of consumer tastes and

preferencesSocial DNASocial DNA

Subconscious Subconscious StimuliStimuli


Conscious Conscious ChoicesChoices

Social DNASocial DNA




Cultural capital

dominant

Economic capital

dominant

Low global amount of capital

High global amount of capital

Cultural Capital

Economic Capital

100s of variables

Cultural capital

dominant

Economic capital

dominant







£43KDegree or higherPremium /Provenance Discerning

Cultural capital

dominant

Economic capital

dominant







£15K Further qualificationAspirational Frustration

Cultural capital

dominant

Economic capital

dominant







Why Code Solutions and packages

Tel: 020 8433 4000Email: [email protected]: tgi.kantarmedia.com/uk

Data & Analytics

Europa 2014 r2 updates