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ATLANTIC CANADA FOCUS
Trends + Habits
Digital Lifestyles
Digital Divide
Going Forward
TODAY’S PROGRAMME
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Travel Plans & EventsWhen we plan to leave & return and less of when we’re away. More likely when back.
Personal FinancialsJob loss, bonuses, losing money, making a big
purchase etc.
Personal HealthThe exception being when we lose weight. But less now on other issues.
House PhotosFar less external photo’s, inside shots that are
minimal in showing the house.
60%
42%
15%
7%
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14% Drop in blogging activity
7% Drop in discussion activity
5% Drop in engagement activity
23% increase in forum activity
something old is new again | nationally
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47% increase in 2015 over 2014 | adult usage
18% increase in 2015 over 2014 | all ages usage
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76% 24%
but business is not shifting…
14% responsive site
9% mobile strategy
3% digital strategy
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ONLINE BUYING 10
5
travel
gear
tools &
gadg
ets
vitamins
& supp
lemen
ts
book
sho
me acc
ents
digital
conte
nt
based on social media discussions….
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Miramichi St. John’s Moncton Halifax
Most Active on Social Media by City | 2014-15
SOCIALIZING
RESEARCHING
SENDING MONEY
MANAGING LIFE
HEALTH
BANKINGWe live in a Phygital world…
The smartphone and tablet are the portals into our digital world and the interface is becoming seamless…
Social Media is becoming invisible. Things are about to get interesting…
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the digital consumer | Atlantic Canada
64% 640,000 people
76% 1.1 Million people
34% likely to confer with friends on a mid-size purchase via social media.
53% likely to confer with friends on a mid-size purchase via social media.
47% likely to confer with friends on a major purchase.
63% likely to confer with friends on a major purchase.
28% find out about new products via social media.
49% find out about new products via social media.
34% likely to confer with friends on a mid-size purchase via social media.
53% likely to confer with friends on a mid-size purchase via social media.
47% likely to confer with friends on a major purchase.
63% likely to confer with friends on a major purchase.
28% find out about new products via social media.
49% find out about new products via social media.
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Share the Buy!
Validation activity
Social Share (purchase or intent)
Visit Retailer
search on prices
idea to buy a product
80%
20%
70% start via a mobile device
85% through a mobile device30%
compare prices & reviews in-store
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20%
15%
45%
Buying Products OnlineAtlantic Canadians are 60% more likely to wait for delivery in 2016 than they were in 2013
non-perishables
perishables (meat, fish, spices)
apparel & gear (inc. accessories)
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the consumer / retailer disruption paradigm
consumer
RETAILER
Use technology for operations See websites as “brochures” 41% think social media is a fad 87% work within a “safe zone” 82% Update website 2x per year
65% use digital tools to find new products 22% see websites as “brochures” 73% see social media as a “recommender” 68% want more product choice (so buy online) 23% think businesses don’t care about them 46% indicate buying via a search engine
SOCIAL MEDIA stop seeing it as a “separate” thing…
• Strategy must be fully integrated
• Atlantic Canadians have embedded Social Media into their daily routine.
• Think “rapid content” and “sustainable content”
• Video, video, video…short and sweet! (no talking heads!)
• Pride of place in messaging
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THINK PHYGITAL cyberspace is dead.
• Customer Journey Mapping: the digital touch points from awareness to purchase to service.
• Digital Disruption: Your clients competitors are the rest of the world.
• Consumers are increasingly more sophisticated than the company.
• Digital research can be done faster at lower cost, with greater insight.
• Analytics can be your ally to pitch and sell ideas
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CONTACT UST +1.902.448.0488 (Giles) T +1.902.818.1850 (Sammy)
URL www.wellresearched.ca MAIL [email protected]
WELL RESEARCHED
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