Digital life - Personal care and hygiene in Russia

Digital LifeFocused on product category

Personal care and hygiene in Russia

March. 2012

What is Digital Life?The global study into people’s attitudes and behaviors online

Based on conversations with over 72,000 people in 60 countries, Digital Life’s size, scale and detail make it the most comprehensive view of consumer attitudes and behavior online, on a global and local level. This overview consists of four main parts:

The futurerevealedWho’s going to bedoing more of what?

Do I reallylike you?Should brands leavesocial networks alone?

When browsingTurns to buying?What makes peopleFinally click-to-buy?

Who comments,who cares?Does even matter?

www.tnsdigitallife.com

The role of the consumer voiceWhat are people saying? Who believes what they say?

The global view:

1. People love to chat about the products they useIt's not just gadgets that create a stir online. All the product categories visualised have a great deal of online chatter, even everyday household goods. Products that people use all the time in large quantities, like food, drink and toiletries, spark lots of conversations online. This shows how much the products used the most can become an important part of our lives, both online and offline.



The global view:

2. We talk about cars and shampoo in similar waysThose people who write comments online want to share and learn more than they want to praise or complain about a brand. This trend changes little across different product categories, from cars to shampoo. Our 'circle of influence' is growing ever wider - people trust in what is said online whether it's from friends or strangers. What we buy, or what we think about a brand, can be influenced by a stranger living on the other side of the world.



The global view:

3. Who’s afraid of jargon?People write less about products that involve expertise or technical understanding. Potentially, the closer consumers get to a buying decision and the more knowledge and confidence they gain through their research, the more likely they are to comment, even on technical subjects.



The global view:

Digital Lifestyles factNetworkers are great talkers and internet users, but the networks they build rarely include brands. Networkers need a specific reason to interact with a brand. One way to open conversations with networkers is to entice them to a fan page with a special offer or voucher, then use this portal for wider brand messaging.


I write comments about brands to...

Active commenter's

Do people in Russia trust comments people write about brands?

Friends' comments Strangers' comments

Yes55%

No45%

Yes36%

No64%

ShareHelpPraiseComplain


Country: RussiaProduct category:Personal care and hygiene



Active commenter's



Yes55%

No45%

Yes36%

No64%


23% of people comment online





Active commenter's



Yes55%

No45%

Yes36%

No64%


26% of the reasons to write comments are to share





Active commenter's



Yes55%

No45%

Yes36%

No64%


50% of the reasons to write comments are to help





Active commenter's



Yes55%

No45%

Yes36%

No64%


16% of the reasons to write comments are to praise





Active commenter's



Yes55%

No45%

Yes36%

No64%


8% of the reasons to write comments are to complain




Active com-

menter's

Share Help Praise Complain

Russia - Personal care & hygiene

Russia - All Categories

Compare of Personal care and hygiene category vs. All Categories in Russia




Yes55%

No45%

Yes36%

No64%


Country: Russia Product category:Personal care and hygiene


Today's top trends vs. tomorrow'sCompare the most popular activities today with those set to grow the most in the future

The global view:

1. Fast growth markets embrace new activitiesFast growth markets show greater interest in new technologies and online activities than developed markets. Social networking, online video and other activities are much newer in these markets, so users are eager to use these as much as possible.These countries have historically lacked the infrastructure (such as fast broadband, 24 hour access, smartphones etc.) to fully engage with the Internet. Once these limitations are overcome, interest in and use of a range of activities starts to explode.



The global view:

2. Boom in online videoThere is relatively little difference between the number of people watching videos across formats, whether it's live, on-demand, professionally generated, or made by Internet users. People are most likely to come across videos through search engines and video sharing sites, or to receive recommendations via email or social networks. As a result, brands can't rely on people visiting their website or social network brand page to find video content. They need to ensure that branded videos can be easily found on sites like Google and YouTube and encourage sharing on social networks.



The global view:

3. Checking-in breeds loyaltyFew people currently use them, but location-based services can present powerful opportunities for brands to connect with people, based on where they are and what they are doing, offering a high degree of tailored messaging. Many consumers feel that there is a significant benefit to them and are happy to share this information, for the reward that they get when they check in.



The global view:

Digital Lifestyles factInfluencers see the Internet as an integral part of their lives. As a result, they are more likely to adopt new services, and share what they think of them with the world.



Watch on-demand

Internet video Watch user-created video

Watch professionally-created video


Location-based services

Most growth

Least growth

Timeshifted TV Internet banking


Watch on-demand Internet video

Watch user-created video

How much do we expect them to grow?

Today’s most popular activities in Russia

Unpacking the path to purchaseHow do we decide what to buy?

The global view:

1. Massive opportunity for brands to be discovered onlineWhatever point people are at in the decision making process to make a purchase, we will research more touchpoints online than offline. The digital world empowers consumers to shop; researching and purchasing can now be done all the time: at home, work and commuting in-between. Brands need to pinpoint accurately the most influential touchpoints on and offline to ensure that they maximise their presence and impact across different media.



The global view:

2. Nothing is more powerful than a personal recommendationThe quantity of information we receive from brands does not replace the quality of a personal recommendation from someone we trust.Throughout the buying process we all look at many sources of information - including those from brands and retailers - but nothing influences what we buy more than a personal recommendation from a friend or family.



The global view:

3. Your store needs the same impact on and offlineSimilar numbers will visit a brand or retailer online as those who visit them in the high street. The website and the store need to be as impressive and impactful as each other. Shoppers also need to get the same message and impression of the brand in both the real and virtual world, to engage rather than alienate.



The global view:

Digital Lifestyles factFunctionals, as their name suggests, only use the most basic functions of the Internet. They use far fewer touchpoints to research purchases online than other segments. Brands may find it more effective to reach this group though offline channels.



Watch on-demand




1. Become aware 2. Choose product 3. Decide where to buy

I seek information from...

OnlineOffline

Consumer voiceBrand voice


Shoppers look at an average of 2.1 offline sources of information at this stage

…1.8 offline sources…

…1.6 offline sources…


Watch on-demand






OnlineOffline



Shoppers look at an average of 4.2 online sources of information at this stage

…3.8 online sources……3.4 online sources…


Watch on-demand






OnlineOffline



Shoppers look at an average of 3.7 brand-generated sources of information at this stage

…3.2 brand-generated sources…

…3.1 brand-generated sources …


Watch on-demand






OnlineOffline



Shoppers look at an average of 2.6 consumer-generated sources of information at this stage

…2.4 consumer-generated sources…

…1.9 consumer-generated sources …

Brands as friendsHow open are people to brands on social networks?

The global view:

1. Fast growth markets are more open to socialising with brandsFast growth markets are more open to brands on social networks than developed markets, which show resistance to both buying and engaging with brands in these spaces. Social networks can therefore put brands at risk of damaging their image in developed markets, and must be carefully approached.



The global view:

2. Is shopping a social activity?People are much more resistant to buying products than they are to learning about them on social networks. Social networks themselves are not ideal spaces for retail, but the popularity of group buying sites has opened up new opportunities. Localising and personalising what brands offer consumers, allows them to sell more overtly and unapologetically than they might on social networks.



The global view:

3. Age doesn't matterGlobally, people's openness or resistance to brands on social networks is not dependent on age. There is an assumption that younger people are more open, but our study shows that older age groups are as open to brands as their younger counterparts. This presents a clear opportunity for brands to reach a vast audience on social networks regardless of age.



The global view:

Digital Lifestyles factAspirers are looking to use the Internet and social networks much more than they currently do. Although they face barriers that restrict how frequently they go online, they are more open to brands on social networks than other groups, and have a greater willingness to embrace all aspects of the Internet.


Women finding out about brands



24% of women in Russia are more open to brands than they are resistant to them

Resistant to brands Open to brands

Women buying products





Women buying products





105062 г. Москва, ул. Покровка д. 28, стр. 4/4аТел.: (495) 784-76-56, факс: (495) 784-76-42www.terralife.ruNikolay Pegov // Digital Departmente-mail: [email protected]

Technology

Digital life - Personal care and hygiene in Russia