Global Webcast © TNS 2011
Global Webcast © TNS 2011
2
What is Digital Life?
Global Webcast © TNS 2011
3
The most comprehensive view of consumer attitudes and behaviour online
Global Webcast © TNS 2011
4
Digital lives comprise many activities Share of hours in an average week online
Communication Social networking & connecting Email Entertainment Multi-media & entertainment Online gaming Personal interest Shopping Information Pre-purchase & browsing Knowledge & education News, sport & weather Management Personal admin
18hrs/wk 9% 31%
24%
37%
Global Webcast © TNS 2011
Meeting many needs The Internet helps me to…
5
61
52
51
34
34
34
42
55
% agree
Have fun
Better express my feelings
Explore my personality
Improve my self-confidence
Pass on news / events to others
Connect closely to others
Expand my network
Keep in touch with others
Global Webcast © TNS 2011
6
PC
Mobile Tablet
During the night
In bed when I wake up
Early morning
Commuting
Late morning
Midday
Early afternoon
Early evening
Late afternoon
In bed before I go to sleep
Late evening
Throughout the day A constant companion from dawn to dusk…
61% of mobile and tablet users feel they are “always connected to the Internet”
Access by day part and device (all consumers)
Global Webcast © TNS 2011
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The internet is just one part of a complex reality Fragmented pathways between buyers, behaviours and brands
Global Webcast © TNS 2011
Tanzania
Ghana
India
Uganda
Kenya
Pakis
tan
South
Afr
ica
Indonesia
Egypt
Thailand
Nig
eria
Philip
pin
es
Peru
Vie
tnam
Mexic
oU
kra
ine
Rom
ania
Chin
aBra
zil
Colo
mbia
Moro
cco
Russia
Saudi Ara
bia
Turk
ey
Arg
entina
Gre
ece
Port
ugal
Italy
Chile
Pola
nd
Mala
ysia
Hungary
Spain
Irela
nd
Czech R
epublic
Hong K
ong
UAE
Fra
nce
Taiw
an
Isra
el
Slo
vakia
Austr
iaEsto
nia
Sin
gapore
Belg
ium US
Austr
alia
Japan
Canada
Germ
any
Sw
itzerl
and
South
Kore
aU
KN
ew
Zeala
nd
Luxem
bourg
Fin
land
Denm
ark
Neth
erl
ands
Sw
eden
Norw
ay
% describing TV as an important source of information at any stage in the consumer journey
8
Taking share of influence from traditional sources
Internet Penetration
Global Webcast © TNS 2011
Tanzania
Ghana
India
Uganda
Kenya
Pakis
tan
South
Afr
ica
Indonesia
Egypt
Thailand
Nig
eria
Philip
pin
es
Peru
Vie
tnam
Mexic
oU
kra
ine
Rom
ania
Chin
aBra
zil
Colo
mbia
Moro
cco
Russia
Saudi Ara
bia
Turk
ey
Arg
entina
Gre
ece
Port
ugal
Italy
Chile
Pola
nd
Mala
ysia
Hungary
Spain
Irela
nd
Czech R
epublic
Hong K
ong
UAE
Fra
nce
Taiw
an
Isra
el
Slo
vakia
Austr
iaEsto
nia
Sin
gapore
Belg
ium US
Austr
alia
Japan
Canada
Germ
any
Sw
itzerl
and
South
Kore
aU
KN
ew
Zeala
nd
Luxem
bourg
Fin
land
Denm
ark
Neth
erl
ands
Sw
eden
Norw
ay
% describing TV as an important source of information at any stage in the consumer journey
9
Taking share of influence from traditional sources
Internet Penetration
Global Webcast © TNS 2011
Tanzania
Ghana
India
Uganda
Kenya
Pakis
tan
South
Afr
ica
Indonesia
Egypt
Thailand
Nig
eria
Philip
pin
es
Peru
Vie
tnam
Mexic
oU
kra
ine
Rom
ania
Chin
aBra
zil
Colo
mbia
Moro
cco
Russia
Saudi Ara
bia
Turk
ey
Arg
entina
Gre
ece
Port
ugal
Italy
Chile
Pola
nd
Mala
ysia
Hungary
Spain
Irela
nd
Czech R
epublic
Hong K
ong
UAE
Fra
nce
Taiw
an
Isra
el
Slo
vakia
Austr
iaEsto
nia
Sin
gapore
Belg
ium US
Austr
alia
Japan
Canada
Germ
any
Sw
itzerl
and
South
Kore
aU
KN
ew
Zeala
nd
Luxem
bourg
Fin
land
Denm
ark
Neth
erl
ands
Sw
eden
Norw
ay
% describing TV as an important source of information at any stage in the consumer journey
Internet Penetration
10
Taking share of influence from traditional sources
Hong Kong Norway Tanzania Mexico
Global Webcast © TNS 2011
11
Business growth in a digitally-enabled world
1. Consumers: Content, connection, community
2. Brands: Relevance and utility
3. Paths to purchase: Integration across the marketing and business cycle
12 Global Webcast © TNS 2011
1 Consumers: Content, connection, community
Global Webcast © TNS 2011
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61
52
51
34
34
34
42
55
% agree
Have fun
Better express my feelings
Explore my personality
Improve my self-confidence
Pass on news / events to others
Connect closely to others
Expand my network
Keep in touch with others
Digital enables self-expression The Internet helps me to…
Global Webcast © TNS 2011
Upload photos
Microblog
Upload videos
Write a blog 26
29
30
32
14
Leading to an explosion in consumer content generation Every week I...
Global Webcast © TNS 2011
With a very real audience Happy to consume content, wherever it comes from...
15
70% 62%
% consuming professionally-produced online video
% consuming a user-generated online video
Global Webcast © TNS 2011
Tanzania
Ghana
India
Uganda
Kenya
Pakis
tan
South
Afr
ica
Indonesia
Egypt
Thailand
Nig
eria
Philip
pin
es
Peru
Vie
tnam
Mexic
oU
kra
ine
Rom
ania
Chin
aBra
zil
Colo
mbia
Moro
cco
Russia
Saudi Ara
bia
Turk
ey
Arg
entina
Gre
ece
Port
ugal
Italy
Chile
Pola
nd
Mala
ysia
Hungary
Spain
Irela
nd
Czech R
epublic
Hong K
ong
UAE
Fra
nce
Taiw
an
Isra
el
Slo
vakia
Austr
iaEsto
nia
Sin
gapore
Belg
ium US
Austr
alia
Japan
Canada
Germ
any
Sw
itzerl
and
South
Kore
aU
KN
ew
Zeala
nd
Luxem
bourg
Fin
land
Denm
ark
Neth
erl
ands
Sw
eden
Norw
ay
16
Brand content is firmly in the hands of the masses And there is an audience for it...
Internet Penetration
% of total market population reading about brands online % of total market population writing about brands online
Global Webcast © TNS 2011
Tanzania
Ghana
India
Uganda
Kenya
Pakis
tan
South
Afr
ica
Indonesia
Egypt
Thailand
Nig
eria
Philip
pin
es
Peru
Vie
tnam
Mexic
oU
kra
ine
Rom
ania
Chin
aBra
zil
Colo
mbia
Moro
cco
Russia
Saudi Ara
bia
Turk
ey
Arg
entina
Gre
ece
Port
ugal
Italy
Chile
Pola
nd
Mala
ysia
Hungary
Spain
Irela
nd
Czech R
epublic
Hong K
ong
UAE
Fra
nce
Taiw
an
Isra
el
Slo
vakia
Austr
iaEsto
nia
Sin
gapore
Belg
ium US
Austr
alia
Japan
Canada
Germ
any
Sw
itzerl
and
South
Kore
aU
KN
ew
Zeala
nd
Luxem
bourg
Fin
land
Denm
ark
Neth
erl
ands
Sw
eden
Norw
ay
17
Brand content is firmly in the hands of the masses And there is an audience for it...
Internet Penetration
% of total market population reading about brands online % of total market population writing about brands online
Global Webcast © TNS 2011
Tanzania
Ghana
India
Uganda
Kenya
Pakis
tan
South
Afr
ica
Indonesia
Egypt
Thailand
Nig
eria
Philip
pin
es
Peru
Vie
tnam
Mexic
oU
kra
ine
Rom
ania
Chin
aBra
zil
Colo
mbia
Moro
cco
Russia
Saudi Ara
bia
Turk
ey
Arg
entina
Gre
ece
Port
ugal
Italy
Chile
Pola
nd
Mala
ysia
Hungary
Spain
Irela
nd
Czech R
epublic
Hong K
ong
UAE
Fra
nce
Taiw
an
Isra
el
Slo
vakia
Austr
iaEsto
nia
Sin
gapore
Belg
ium US
Austr
alia
Japan
Canada
Germ
any
Sw
itzerl
and
South
Kore
aU
KN
ew
Zeala
nd
Luxem
bourg
Fin
land
Denm
ark
Neth
erl
ands
Sw
eden
Norw
ay
18
Brand content is firmly in the hands of the masses And there is an audience for it...
Internet Penetration
% of total market population reading about brands online % of total market population writing about brands online
Uganda Brazil Taiwan Norway
Global Webcast © TNS 2011
Enabling connection and community The Internet helps me to…
19
61
52
51
34
34
34
42
55
% agree
Have fun
Better express my feelings
Explore my personality
Improve my self-confidence
Pass on news / events to others
Connect closely to others
Expand my network
Keep in touch with others
Global Webcast © TNS 2011
20
Building wide networks …with massive potential reach for opinions and ideas...
China
Brazil
USA
94 246
118 303
481 38
Total number of friends on SN Friends interact with regularly
Global Webcast © TNS 2011
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Building wide networks …but brand friends are not common here
China
Brazil
USA
Total number of friends on SN Total number of brand friends
94 246 481
23
19
17
Global Webcast © TNS 2011
And this environment doesn‟t always welcome brands Consumers don‟t want to be bothered by brands...
22
Total number of brand friends % who do not want to be bothered by companies or organisations in social networks
23 19
60 53 52
17
China
Brazil
USA
23 Global Webcast © TNS 2011
2. Brands: Relevance and utility
Global Webcast © TNS 2011
Messages are not in the control of brands Even a stranger on the other side of the world is trusted more…
24
“What other people say about brands can be trusted more than what the brand says themselves”
Disagree
13 57
“I trust the comments my friends write about brands”
“I trust the comments people I don‟t know write about brands”
11 54
21 41
Agree
Global Webcast © TNS 2011
The consumer brand voice I write about brands to…
25
64 64 61 60
56 53 51 46
40
% agreeing
Paid/ rewarded for doing so
Share experiences
Offer advice
Praise a brand
Ask advice
Share answers/ opinions
Criticise a brand
Share cool stuff from brands
Customer service
Global Webcast © TNS 2011
26
PC
Mobile Tablet
During the night
In bed when I wake up
Early morning
Commuting
Late morning
Midday
Early afternoon
Early evening
Late afternoon
In bed before I go to sleep
Late evening
The “always on” Advocate Online more of the time and with more mobile devices
Access by day part and device (Advocates)
Global Webcast © TNS 2011
Consumers can be positive and supportive I write about brands to…
27
64 64 61 60
56 53 51 46
40
% agreeing
Paid/ rewarded for doing so
Share experiences
Offer advice
Praise a brand
Ask advice
Share answers/ opinions
Criticise a brand
Share cool stuff from brands
Customer service
Global Webcast © TNS 2011
But are also able to criticise I write about brands to…
28
64 64 61 60
56 53 51 46
40
% agreeing
Paid/ rewarded for doing so
Share experiences
Offer advice
Praise a brand
Ask advice
Share answers/ opinions
Criticise a brand
Share cool stuff from brands
Customer service
Global Webcast © TNS 2011
So whilst brands might not lead the conversation Their audiences are still reading about their products and services...
29
20 20 24 26 28 28
31
% reading about category on their social network
Travel Confectionery Baby care Mobile phone
Clothes & shoes
New car Credit cards
Global Webcast © TNS 2011
They need to know where and when it is happening Review sites are likely to be prioritised when actively searching...
30
40
27
35
27
35 35 33
% reading about category on review sites
Travel Confectionery Baby care Mobile phone
Clothes & shoes
New car Credit cards
Global Webcast © TNS 2011
52
43
50
64
Negative comments resonate strongly And can be a very real threat to sales...
31
% agreeing “Even a single negative review can have an effect on how I feel about a brand”
Global
Brazil
China
USA
Global Webcast © TNS 2011
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24 28 29
59 65 67 67
77
52 50 58
83 87 88 87 90
32
% researching at all
% researching online
Travel Confectionery Credit cards
TV New car Cleaning products
Mobile phone
Alcohol
Online research is critical to some categories But brands don‟t control what is discovered...
Global Webcast © TNS 2011
Mobile
Cosmetics
Credit Cards
Personal Hygiene
Organic conversation varies across categories and participatory campaigns fuel conversation...
33 33
Low Levels of Category WoM
High Levels of Category WoM
Highly Researched
Lightly Researched
Global Webcast © TNS 2011
Affinity comes at a price Consumers expect a benefit from their support on a social network...
34
Promotion/
special offer
Access content Brazil 50
China 77
USA 65 61
45
Global
Specific market
To show that a brand is important to me
44
Global Webcast © TNS 2011
British Olympic Association: Our Greatest Team
“Our challenge, as much to ourselves as to anybody else, is „900 athletes 60 million strong‟. A challenge taken on principally through the digital medium - to connect the entire nation to the 900 athletes that will represent the nation next year.”
Hugh Chambers, Chief Commercial Officer, British Olympic Association
Global Webcast © TNS 2011
Affinity comes at a price Apps represent a specific opportunity for connection...
36
Promotion/
special offer
Access content
To use specific apps or games provided by the brand
Brazil 50
China 77
USA 65 61
45
43
Global
Specific market
To show that a brand is important to me
44
China 72
Global Webcast © TNS 2011
“I think the brands that are doing really well are the ones where the product is not everything, the product is a component of what the brand represents.”
Larry Bruck, Kellogg Company
37
„Lifestyle Management‟ as Utility: Extending the brand idea beyond the product with Special K
38 Global Webcast © TNS 2011
3. Paths to purchase: Integration across the marketing and business cycle
Global Webcast © TNS 2011
“When we launched online ordering just over a decade ago, it was a huge investment, but one that has continued to pay off, year on year.”
Chris Moore, CEO, Domino‟s Pizza
39
Actions speak louder than words when delivering the message that your brand meets consumer needs
Global Webcast © TNS 2011
40
The complex reality
Global Webcast © TNS 2011
41
Unpacking the path to purchase How do we decide what to buy
1. Become aware 2. Choose a product 3. Decide where to buy
Number of touchpoints used to research in the automotive category - USA
Global Webcast © TNS 2011
42
Unpacking the path to purchase How do we decide what to buy
Consumer voice
Brand voice
1. Become aware 2. Choose a product 3. Decide where to buy
Online
Offline
Data sources consulted…
Number of touchpoints used to research in the automotive category - USA
Global Webcast © TNS 2011
43
Consumer reviews (all categories)
TV ads (all categories)
33 28
20
38
26 21
1. Become aware 2. Choose a product 3. Decide where to buy
Consumer and brand touchpoints are important sources… Touchpoint is important to me to…
Global Webcast © TNS 2011
44
27 22
18
26 24 21
…as are on and offline touchpoints Touchpoint is important to me to…
Manufacturer‟s website (all categories)
Sales person in-store (all categories)
1. Become aware 2. Choose a product 3. Decide where to buy
Global Webcast © TNS 2011
“If somebody goes to our website, sees a new game, they reserve on line, pick it up in store. The person in store sells them add-on digital content for their game which is delivered to them digitally to their „digital locker‟ which they have because they are a rewards member on our awards programme.”
Mike Hogan, CMO and SVP Marketing & Corporate Strategy, GameStop
45
Integration of a multi-channel experience
Global Webcast © TNS 2011
46
But the world isn't flat!
Global Webcast © TNS 2011
47
The Digital Growth Index The opportunity for brand growth through digital
Access Reach, Motivations, Behaviours Engage Strengthen brand connection Advocate Amplify positive buzz Transact Influence decision-making
The Digital Growth Index A single KPI
Global Webcast © TNS 2011
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The Digital Growth Index A precise view by geography and category
Ukraine
China
Malaysia
India Pakistan
Thailand
South Korea
Singapore
Netherlands
UAE
USA
Indonesia
Czech Republic
Low Growth Index
High Growth Index
High Internet Penetration
Low Internet Penetration
Global Webcast © TNS 2011
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Different consumers with differing needs Segmented by attitude, motivations and behaviours...
Engage % with brand connections on SNS
Advocate % writing about brands online
Transact % researching purchases online
27
29
38
52
44
48
24
37
52
37
62
66
88
57
85
90
90
86
Functional
Aspirer
Knowledge seeker
Networker
Communicator
Influencer
50 Global Webcast © TNS 2011
Bringing it together
Global Webcast © TNS 2011
Content is the currency of community, shaped and consumed by the masses
Understand attitudes and motivations
Within the “new noise”, quality, rather than share, of voice counts
Brand as subject matter is alive and well, but brand voices lack trust
Add value by facilitating content
Add value by providing services to consumers beyond the core product
Touchpoints along the path to purchase are varied and fragmented
Build connections earlier in the customer journey to minimise the impact of negative buzz
Understand the nuances of your geography and category to optimise the mix at each stage
51
Marketing in a Digital Age
Global Webcast © TNS 2011
From campaign integration to business integration:
Working together with a common goal…
Marketing and Consumer Insights teams
Web, apps and software development teams
CRM and Blogger Outreach teams
Channel management and Retail teams
52
From integrated marketing to integrated business planning
Global Webcast © TNS 2011
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Explore more Digital Life findings at www.tnsdigitallife.com Join our conversation @tns_global #tnsdl
Global Webcast © TNS 2011