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Digital Life© TNS 2011
The Digital Life Proposition
2
Digital Life identifies opportunities to grow your business, through a precise understanding of human attitudes and behaviours online
Digital Life© TNS 2011
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
3
Digital Life© TNS 2011
With detail available across 34 categories
4
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
Digital Life© TNS 2011
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
5
Digital Life© TNS 2011
Digital presents four clear opportunities for brands to access different consumer behaviours
7
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
Digital Life© TNS 2011
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
8
Global Netherlands
Digital Life© TNS 2011
Delivering a need to summarise the opportunity across these four areas into a single indicator score - the Digital Growth Index
9
ReachFrequency, behaviours, motivations
EngageStrengthen brand connection
ActivateAmplify positive buzz
ConvertInfluence decision-making
The Digital Growth IndexA single KPI
Digital Life© TNS 2011
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)
10
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
Digital Life© TNS 2011
11
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
Digital Life© TNS 2011
Young people and males spend the most time online in the Netherlands
12
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
12
Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top 2 box;1001,505,496,99,73,186,235,222,186
Digital Life© TNS 2011
Though Dutch involve themselves in many activities when online, primarily communication and entertainment
13
Communication
Entertainment
Information
Management
Question: B2; DL activity time spend Base: All respondents; 1001
Share of time for
online activities
in average
week (hrs)
Digital Life© TNS 2011
14
% using social daily
Mean no. of brand ‘friends’
Source [Internetworldstats; Digital Life] Base: Total Market Population; Min 500
A high percentage of Dutch people use Social Networks daily, however they are less keen on befriending brands when online
Digital Life© TNS 2011
People across all age groups do not want to be bothered by brands on social networks
15
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
Digital Life© TNS 2011
However, they do believe that opinions which they express online can have an influence on brands
16
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
Digital Life© TNS 2011
17
% reading about brands
% writing about brands
Source [Internetworldstats; Digital Life] Base: Total Market Population; Min 500
Consumers are keen to read about brands online, however they are less likely to express their own opinion
Digital Life© TNS 2011
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
18
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]
Digital Life© TNS 2011
In the Netherlands, just over a quarter of people say that reading a negative review online will have an impact on their product choice
19
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
Digital Life© TNS 2011
Our deliverables
21
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?
Digital Life© TNS 2011
Your contact for the study
Clients [email protected]
06-39570669
Find me @ LinkedIn Twitter
Press [email protected]
06-53720496