Understanding your customers in a digital world with Helix Personas

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Understanding your customers

in a digital world

with Helix Personas

The right message

To the right market

Using the right channels


28% Have Pay TV

70% Of households have

broadband

63% Of Australians have

access to Mobile Internet

(incl. Mobile Phone)

78% Have a Landline

connection

Landline

Households

Pay TV

Households

Mobile Only

Households

Mobile Internet

20% Have Mobile only

76% Of households have

internet connection

Internet

Connection

Technology


%

34 %

67 %

%

Worried about

privacy invasion

68 39 Technology

gives me more

control of my

life

Happy to give credit

card details

Attitudes to Technology

Technology

changing too fast


Growth

in Technology

Devices 4 year Trend 2009-2013

4x growth

Since 2010

11.2m own a

Smartphone

10x growth

Since 2010

7.7m own a

Tablet Computer

9x growth

Since 2010

2.5m own an

E-Reader

20% decline

11m own a

Desktop computer

1.4x growth

13m own a

Laptop/Notebook


like to surf the

net while they

watch TV

Streamed radio

5 year readership

4.3M

Media

GROWS

for metropolitan daily

newspapers

(print & online)

Smartphone 1.6 M

Often notice

advertising when

watching videos

online

2M Streamed FTA

TV online

34% Of

Australians

Owners read

newspapers

on their phone

15%

Streamed

music online

In last 4 weeks

In last 4

weeks

7% Looked

up website

because of TV


24%

Paid over the internet:

10M

Banking & Finance

Internet Banking

Transactions by

Smartphone

52%

10.5M Paid bills

online, while

1.3M Paid bills via

Smartphone

53%

Internet

46%

Branch

19%

Phone

Did banking &

finance activities

online

have

increased by

In the

last 4 weeks

20% 78%

ATM


15% of total population

users are in the top

AB quintile &

of full-time

employed use

LinkedIn

YouTube

Male versus Female:

Twitter up 40%

In the past year 53%

Smartphone owners use them

for online

communities

Communities

22%

Facebook YouTube Twitter

46% 52% 48%

24%

2.9M visitors

54% 57% 43%

3.1MM are aged 35-49 yrs.

Instagram

most likely to have

Early Adopters 52% online shoppers

Pinterest LinkedIn

38% 62% 60% 40%


56% Aussies

Shopping

20% Feel comfortable

giving their

personal details

over the internet

19%

Spent on Fashion

26%

Have now shopped

online

Smartphone users

shopping around

38% visited

in the last 4 weeks

Online shoppers

shop less in stores

8%

Smartphone owners e.g.

$2.7Billion


The Path to Understanding Customers

• Many businesses say “It would be great if we knew our customers better.”

• Organisations know from their transactional systems what their customers buy.

• What they don’t understand is:

– What Motivates them – Their Behaviour – Their Lifestyles – Their Beliefs – Their Values

• Roy Morgan asks these questions every day and has created a unique psychographic segmentation of the Australian Consumer...


Helix Personas – a new segmentation framework

• Key Link between • Customer databases • Transactional systems • Third party data • Surveys • Roy Morgan Surveys

• Behavioural and Values based not just demographics

• Projected to every household in Australia

• Dynamic, updated monthly to reflect changing consumer patterns.




Digital Universe by Helix Personas

Banking, Shopping &

Communications

205 Social

Flyers

111 Set

for LifeHave a smartphone as main mobile

phone 62% 37%

iOS (Apple) 50% 16%

Tablet computer (e.g. iPad) 31% 24%

Did one or more blogs & online

communities activities online in the

last 4 weeks 55% 18%

Downloaded an application in the

last 4 weeks via main mobile phone 31% 19%

Did one or more banking & finance

activities online in the last 4 weeks 69% 45%

Did one or more buying, selling,

shopping activities online in the last 4

weeks 62% 35%

Bought one or more products using

the Internet in the last 4 weeks 49% 31%


Digital Universe by Helix Personas

205 Social

Flyers 111 Set for LifeDid one or more entertainment &

amusement activities online in the

last 4 weeks 74% 37%

Did one or more advertising

activities online in the last 4 weeks 35% 24%

Heavy Addressed Mail Readership

(4+ items per week) 26% 30%

Heavy Unaddressed Mail

Readership (9+ items per week) 13% 24%

I find technology is changing so

fast, it's difficult to keep up with it 46% 72%

I feel comfortable giving my credit

card details over the Internet 51% 29%

I'd consider doing some of my

grocery shopping on the Internet in

the next 12 months 35% 20%

I need a mobile phone to access

the Internet 33% 21%


Online Shopping


Helix Personas™

Online Shopping - bought alcohol over the internet


Helix Personas™

Internet Alcohol Buyers Who are they, how should I communicate with them?


Helix Personas™

Where can I find them?

Rural Realists

New School Cool


Helix Personas™

Where can I find them?

Rural Realists

New School Cool


Helix Personas™ 20

Let’s look at Store profiles Sydney IGA Stores – Helix Communities

Glebe

Chipping

Norton

Leading

Lifestyles

Metrotechs

Today's

Families

Aussie

Achievers

Getting By

Golden

Years

Battlers



Chipping

Norton

Glebe

Glebe and Chipping Norton IGA Store Catchments 5km Radius


Glebe IGA Chipping Norton IGA

Top 10 Personas in each catchment


20% of Glebe IGA = 203 New School Cool Top 3 Personas represent over 50% of the area within a 5km radius of Glebe IGA


0

50

100

150

200

250

Basic Needs

Fairer Deal

TraditionalFamily Life

ConventionalFamily Life

Look at Me

SomethingBetter

Real Conservatism

Young Optimism

VisibleAchievement

Socially Aware


24% of Chipping Norton IGA = 507 Making the Rent Top 3 Personas represent over 50% of the area within a 5km radius of Chipping Norton IGA


0

50

100

150

200

Basic Needs

Fairer Deal

TraditionalFamily Life

ConventionalFamily Life

Look at Me

SomethingBetter

Real Conservatism

Young Optimism

VisibleAchievement

Socially Aware


Media


Media - Readership Profiles

Helix Personas™

106 Worldly and Wise

102 Smart Money

108 Successful

Bureaucrats

108 Successful

Bureaucrats

201 Young and Platinum

202 Healthy, Wealthy and

Wise

208 Cultural Pioneers


303 Looking Good

102 Smart Money

107 Humanitarian

s


Wise

206 Big Future

203 New School Cool

203 New School Cool

203 New School Cool


304 On Their Way

103 Self-made Lifestylers

303 Looking Good


401 Castle and Kids


Wise

107 Humanitarian

s

206 Big Future

507 Making the Rent

105 Financial freedom

501 Urban Optimists


102 Smart Money

109 Progressive

Thinkers

108 Successful

Bureaucrats

102 Smart Money

107 Humanitarian

s

501 Urban Optimists

109 Progressive

Thinkers

108 Successful

Bureaucrats

110 Savvy self-starters

504 Budget Lifestyle

402 Domestic Jugglers

107 Humanitarian

s

206 Big Future

108 Successful

Bureaucrats

207 Urban Entertainers

112 Full House


Helix Personas – David Jones

Does reading a catalogue equal shopping there?

David Jones

All Catalogues Read Or

Looked Into In The Last

4 Weeks (From Oct00)

Department Stores

Bought From In The

Last 4 Weeks

Helix Communities & Personas ix ix

101 Bluechip 334 299

103 Self-made Lifestyle 264 243

102 Smart Money 259 275

106 Worldly and Wise 242 251

107 Humanitarians 212 230

105 Financial freedom 211 165

109 Progressive Thinkers 209 174

108 Successful Bureaucrats 185 148

110 Savvy self-starters 182 140

104 Status Matters 179 81

202 Healthy, Wealthy and Wise 179 335

111 Set for Life 178 193



2 Neighbourhoods, 2 Cities.... 1 Persona (Status does matter)


Banking and Finance


Banking & Finance - Customer Satisfaction

0%

5%

10%

15%

20%

25%

30%1

12

Full

Ho

use

30

6 A

vera

geA

uss

ie

10

8Su

cces

sfu

l…

401

Cas

tle

and

Kid

s

50

3 M

akin

gEn

ds

Mee

t

801

Par

k/In

du

…

50

4 B

ud

get

Life

styl

e

304

On

Thei

r W

ay

204

Fit

and

Fab

207

Urb

anEn

tert

ain

ers

20

3 N

ewSc

ho

ol C

oo

l

604

Fri

nge

Dw

elle

rs

402

Do

mes

tic…

404

Fam

ilyFi

rst

Dissatisfied Customers


Using Helix in your business

How does it work?

Append Helix Personas to your database

• By Street Address

Analyse Database

• Find our which Personas buy your products

Target Prospects or Customers

• Right Message

• Right Media

• Right Location


Helix Personas provides the framework to understand

your market

www.helixpersonas.com.au

http://www.helixpersonas.com.au/

Marketing

Understanding your customers in a digital world with Helix Personas