Post on 20-Jun-2015
description
Larry RyanBehaviour & Attitudes
Understanding Consumer 2.0
Uncertainty
Social Change
Redivision
Retrenchment
12%N.N.
U45/ O45
14.5%Unem-ployed
42% Profound Impact
ContextStory
Orienteering
Data 90%
Pace of Change Almost Exponential
EvolutionRevolutio
n
The change in banking in a generation has been phenomenal
Adoption of technology diminishing scope for soft relationship ?
CultureSmoking banPricingTravelFeminisationHealthTime outCloseness Informality
The Game Changer
38 matches
£738 million
116 matches
£2.3 billion
18/38 first picks
“A Game Changer” -
€3 Billion over 3 years
Richard Scudamore FPL CEO
+71%
BT: Giving 38 games away to people paying as little as a tenner a month
Sky: Attacked BT for “using sport as a marketing gimmick to promote another product”
BT: “They are talking about sports rights holders, we are talking about customers”
+12%
-6%
The market liked this !
Break the rules......Act differently.....Be brave
Average adult has 4 potential online devices at home
15% more will buy a tablet this year – 405,000 more
1/3 of adults will have a tablet by year end
(+17%)1.7 million
personally own
(+12%)
Technology Explosion
56
22
22
Critical Mass
At last !2G 2½ G WAP
Open source principal?The App store?
Democratisation/New Model
Implications
How we watch
How we shop
How we recommendHow we read
Who we refer to
….For Everything
common themes we observe in
the C 2.O world
Trend towards Informality
….looking for more relaxed and collective experiences
The Death of the Clerk
Banks making everything electronic in-branch
The importance of responsible behaviour
2 in 3
Discounters – Incidence of ShoppingAll Shoppers: 649
37% 37%
44%
50%
58%61%
63% 69%59%
64%68%
72%
77% 77% 78%
70%
30%
40%
50%
60%
70%
80%
90%
100%
2005 2006 2007 2008 2009 2010 2011 2012
Prioritisation of Value
% of shoppers using at all
2 in 3 use either discounter monthly
Bargain Hunting
and proud to talk about it !
Need for ReassuranceWhen we have been let
downWhen our lives lack
certaintyWhen our leaders lack
credibility
We turn to brands that are confident & constant
Enduring Appeal of Authenticity
The need for the Spectacular
The monetary value &
distinctivity of global publicity
justifies it
Saying Things Differently
Turning an argument on its head
Attacking from another angle
Seducing the audience and engaging them
Signing Off
The only modern day certainty is change.
The pace of change is accelerating and ability to embrace change is too.
Consumer 2.0 can be hard to read but also quick to act. Need to watch, observe, listen and ask.
We may need to reframe an argument to hit the consumers soft spot.
Many brands and companies are looking at more spectacular and revolutionary approaches to prompt reappraisal
MILLTOWN HOUSEMOUNT SAINT ANNES
MILLTOWNDUBLIN 6
+353 1 205 7500info@banda.ie
www.banda.ie
THANK YOU!
Jan Mar July Sept Oct Dec Mar May Sept Nov Mar July Nov Jan Apr July Nov Mar May Sept Nov Feb Apr-100
-90
-80
-70
-60
-50
-40
-30
-20
-10
0
10
-41
-55
-69-73
-77 -79
-88-93
-91-86
-81
-50
-82-86
-72
-59
-69-64
-56 -57-62
-51 -53
-42
-56
-66 -67 -65-69
-74 -76
-65-58
-54
-20
-74-70
-58
-45
-64
-52
-44-50
-60
-39-44
Looking Back
Looking Forward
Consumer Confidence trending upwards but still negativeBalance
+/-Source: B&A Consumer Confidence Report
Q.1 Thinking about the economy as a whole, do you think that the country is better off, worse off, or about the same as last year?
Q.2 And what about the coming year, do you think that the country will be better off, worse off or about the same as this year?
First increase in discretionary income in 5 yearsBase: All adults 18+
'01 '02 '03 '04 '05 '06 '07 '08 '09 '10 Apr '11 Jul '12 Feb '13
Apr '13€0
€10
€20
€30
€40
€50
€60
€70
€80
€90
50.9454.62 55.17
61.2966.7
71.3877.3
83.9775.07
62.32
50.0546.68
42.9147.08
Q. About how much would you say you spend each week on things you buy for yourself including money spent on clothes, eating out, going for a drink, going to the cinema, gambling, sporting activities and so on?
Business Sentiment runs ahead of consumer projection
28 2937
32 31
37
40 4025
Higher
The Same
Lower
Looking aheadto 3rd Qtr 2011
%
Q.4 And thinking ahead to the next quarter – July – September, 2013 – do you think your performance will be higher, lower or the same as the third quarter of 2012?
Gap (Pos vs Neg) -12 -11 +12
Looking aheadTo 3rd Qtr 2012
%
Expect business levels to be ..
Looking aheadTo 3rd Qtr 2013
%
Quarter 2 2013 registers a significant improvement in business sentiment
All SMEs – 350 per wave