Download pdf - TNS Digital Life 2011- Worldwide study on online consumer behaviour

© TNS 2011

Digital Life 2011

Digital Life© TNS 2011

The Digital Life Proposition

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Digital Life identifies opportunities to grow your business, through a precise understanding of human attitudes and behaviours online


Covered in 2010 & 2011 (47)

New for 2011 (13)

North America

CanadaMexicoUSA

South AmericaArgentinaBrazilChileColombiaPeru

AfricaEgyptGhanaKenyaMoroccoNigeriaSouth AfricaTanzaniaUganda

Europe

AustriaBelgiumCzech RepublicDenmarkEstoniaFinlandFranceGermanyGreeceHungaryIrelandItalyLuxembourgNetherlandsNorwayPolandPortugalRomaniaRussiaSlovakiaSpainSwedenSwitzerlandUkraineUK

Asia and Middle-East

ChinaHong KongIndiaIndonesiaIsrael

JapanMalaysiaPakistanPhilippinesSaudi ArabiaSingaporeSouth KoreaTaiwanThailandTurkeyUAEVietnam

Australasia AustraliaNew Zealand

Based on in-depth conversations with 72,000 in 60 countries, representing 93% of the global internet population

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With detail available across 34 categories

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Research behaviour Purchase behaviourWriting / Reading brand comments

Skin careConfectionary, snacks,

treats Motorcycle Computer peripherals

Hair care Alcoholic Beverages Credit cards Mobile phones

Personal hygiene Non Alcoholic beverages Insurance Mobile gadget

Oral Care Pet Food Banking products Camera (still and video)

Cleaning/household Tobacco/ cigarettes Music TV

Baby care Clothes & Shoes MoviesWhite goods and home

appliances

Over-the-counter medicines

Holiday/travel PC / Laptop / TabletInternet or Phone

Services

Prescription Medicines New car Cosmetics / facial care

products Food

Second hand car Software


Reach the 'Digital User', understand:

� What’s the reach, size, structure of the digital channel?

� Can I get my message to users in new markets?

� How do I communicate with my target group?

Engage with the 'Digital Consumer', understand:

� How are consumers interacting with brands online?

� Should I build friends and fans on social networks?

� What brand opinions are consumers forming through digital?

Identify & cultivate the 'Digital Advocate', understand:

� What is the level and influence of buzz for my category?

� Who is talking about my category and who is listening?

� What‘s the impact of negative conversation online?

Convert the 'Digital Customer', understand:

� What is the role of online and offline channels throughout the path-to-purchase, for researching and buying products?

� How can I encourage my customers to purchase online?

Advocates“I tell others online about brands”

Customers“I use online prior to and for purchase”

Consumers“I engage with brands online”

Users“I am online”

Addressing the key questions that inform strategic marketing investment

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Some key insights…..


Digital presents four clear opportunities for brands to access different consumer behaviours

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1,938,059,098 people online in the 60 markets we covered

1,627,969,642 people on social networks with 767,471,403 building relationships with brands

846,931,826 write about brands whilst 1,391,526,432 read and are influenced by these comments

1,577,580,106 people use Digital to research products and services they go on to purchase

Activate

Convert

Engage

Reach


Internet Penetration

30% 88%

Go online daily

Are brand fans on SN

Write about brands online

Research brands online

% of internet users

that:

% of internet users

that:

The size and nature of the opportunity will differ by audience, category, or market

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Global Netherlands


Delivering a need to summarise the opportunity across these four areas into a single indicator score - the Digital Growth Index

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ReachFrequency, behaviours, motivations

EngageStrengthen brand connection

ActivateAmplify positive buzz

ConvertInfluence decision-making

The Digital Growth IndexA single KPI


Markets are then mapped by looking at the size of the online population (Internet penetration) and the size of the opportunity within that population (Digital Growth Index)

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High Growth Index

Low Growth Index

South KoreaNetherlands

Ghana

China

High Internet Penetration

Low Internet Penetration

High Penetration, Low Index –Utilise large reach, engage outliers

High Penetration, High Index–Major opportunity, invest

heavily

Low Penetration, Low Index–Tap into latent demand, plan for future opportunity

Low Penetration, High Index –Drive growth through engaged

early adopters


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Internet penetration (%)

Using daily (%)

Source [Internetworldstats; Digital Life] Base: Total Market Population; Min 500

Internet penetration is very high in the Netherlands; however daily usage is low compared to similar markets


Young people and males spend the most time online in the Netherlands

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Mean hrs spent online per week for leisure purposes

“I worry that I spend too much time on the Internet” (%)

15

15

14

13

16

16

15

16

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Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top 2 box;1001,505,496,99,73,186,235,222,186


Though Dutch involve themselves in many activities when online, primarily communication and entertainment

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Communication

Entertainment

Information

Management

Question: B2; DL activity time spend Base: All respondents; 1001

Share of time for

online activities

in average

week (hrs)


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% using social daily

Mean no. of brand ‘friends’


A high percentage of Dutch people use Social Networks daily, however they are less keen on befriending brands when online


People across all age groups do not want to be bothered by brands on social networks

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Social Networks are a place where I don’t want to be bothered by companies/organisations

Question: [B18]; [SNs are a place I don’t want to be bothered by companies/organisations] Base: [Social Network Users];

% Agree

(%)

798,389,409,94,69,164,183,160,128


However, they do believe that opinions which they express online can have an influence on brands

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xx

% Agree

Question: [I8a]; [Attitudes to comments & reviews] Base: [All Writers];

Posting comments online is an effective way to influence companies

I expect companies to contact me if I write something about them

I find it a scary thought that companies would track what I write about them

(%)

214


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% reading about brands

% writing about brands


Consumers are keen to read about brands online, however they are less likely to express their own opinion


Most written about

Least written about

Most read about

Least read about

Lots of noise, little interest –Track & respond to key

messages

Low online chatter –drive engagement through creative execution

High impact, low quantity –engage the influencers

Most advocated –Join the conversation

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Advocacy can impact on some categories more than others, depending on how involving the category is

Question: [I5 (1 & 2)]; [Categories written/read about online]


In the Netherlands, just over a quarter of people say that reading a negative review online will have an impact on their product choice

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Even a single negative review can have an impact on products I buy(Top 2 Box Agree %)

Question: [I11][Attitudes to comments/reviews] Base: [All Readers];562,302,260,51,38,102,138,130,103


What can we do for you?


Our deliverables

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Global ReportWhat are the strategic themes within digital that I have to be aware of?

Local ReportsWhat are the major digital opportunities available to me within my market?

Bespoke Reports & AnalysisWhat are the specific opportunities open to me within my category, region, or unique to my target group?

Data toolsHow can I best interrogate data to get to precise solutions to my business issues and target groups?

WebsiteHow can I interact with the data and share multimedia content online?www.tnsdigitallife.com

Also available

Activation workshopsHow do I immerse myself in the most relevant findings, and really embed the insights within my business?

Digital LifestylesHow do I embed digital across the planning cycle through the use of digital typologies?


Your contact for the study

Clients [email protected]

06-39570669

Find me @ LinkedIn Twitter

Press [email protected]

06-53720496

© TNS 2011 23