Final Kantar Versailles Breakfast Club
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Transcript of Final Kantar Versailles Breakfast Club
Latin America Media & Consumer Trends
© 2010 Kantar Media 2
Introduction to TGI
© 2010 Kantar Media 3
GLOBAL TGITHE BASICS
TGI is recognised as a market leader for yielding
information on consumers’ demography, attitudes, media consumption and usage of products & brands
We are an international network of single-source marketing and media research surveys
TGI data is available for 67 markets, across 6
continents, representing 1 ½ billion consumers worldwide
Currently being used by a number of market leading brand owners internationally
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© 2010 Kantar Media 4
HOW CAN CLIENTS USE GLOBAL TGI INFORMATION?
• Consumer profiling77% of the C class in Latin America believe their financial situation will be better a year from now.
• Brand positioningThe top three beers brands among the sports opportunity in Latin America are Brahma, Bohemia and Corona.
• Strategic planningThe trend away from uniformity and towards individualization is especially prevalent in some markets. In China, 58% of men aged 18-24 say they 'like to stand out in a crowd', compared with 37% of the same group in the US
• SegmentationIn Great Britain, people aged 45-54 are most likely to be classified as "Keen Greens" according to the Greenscape environmental engagement segmentation
• Tactical marketing and media analysisIn South Africa, 14% of internet users visit websites that provide health information
• Trend analysisMulti-channel viewership in the past week in Latin America has increased from 34% to 43% since 2006.
In existing & potential
markets
In existing & potential
markets
© 2010 Kantar Media 5
Australasia
AustraliaNew Zealand
Europe
Azerbaijan Bulgaria CroatiaCzech Rep. Finland FranceGermany GB GreeceHungary Israel ItalyMontenegro N. Ireland NorwayPoland Portugal R. IrelandRussia Serbia Slovak Rep.Slovenia Spain SwedenTurkey Ukraine
Middle East & Africa
Algeria BahrainEgypt IranJordan KenyaKuwait LebanonQatar Saudi ArabiaS. Africa SyriaTanzania UgandaU.A.E
North America
CanadaUSA
Latin America
Argentina BrazilChile ColombiaEcuador MexicoPeru Puerto RicoVenezuela
Asia
China Hong KongIndia IndonesiaJapan KoreaMalaysia PhilippinesSingapore TaiwanThailand Vietnam
GEOGRAPHICAL COVERAGE OF TGI: 67 MARKETS
© 2010 Kantar Media 6
Important Trends in the Region
Rise of the Middle Class
Mobile Phone: New Media Platform
Sports Opportunity
Online Offline Shift & Growth
New Digital Opportunities
Hot
Hot
Mild
Medium
Hot
© 2010 Kantar Media 7
The Rise of the Middle Class
Hot
© 2010 Kantar Media 8
• It represents almost 40% of the regions population, and it’s still growing
• Growing middle class whose consumption pattern is increasing at a faster rate than the rest of the population (ie. AB & DE social classes)– Increased purchasing power– Aspirations fueled by the Internet and access to credit
• Higher Internet Usage and access to more credit cards• 53% of the Middle Class is younger than 34 years of age
Filter: Bra, Col, Ecu, Mex, Ven, Per
The Middle Class in Latin America
© 2010 Kantar Media 9
The size of the middle class grew 26% in five years while the DE class shrunk 23%.
Filter: Bra, Col, Ecu, Mex, Ven, Per
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
The Middle Class in Latin America
© 2010 Kantar Media 10
While the middle class grows so does their purchasing power.
Consumption habitsOwn more pc’sHigher Internet UsageMore Airline Trips
Filter: Bra, Col, Ecu, Mex, Ven, Per
The Middle Class in Latin America
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
© 2010 Kantar Media 11
Given the economic stability, the middle class has a bright outlook for the future. Its an increment of 12% in the past 5 years.
Filter: Bra, Col, Ecu, Mex, Ven, Per
Total AB C DEBetter 1 year from now 74% 79% 77% 67%Worse 1 year from now 7% 4% 6% 11%Same 1 year from now 16% 14% 14% 18%
Consumer Confidence: Future Situation
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
© 2010 Kantar Media 12
Be Mindful:
Although the population has new-found purchasing power, their purchases and choice of brand are influenced by their inherited values and the environment they grew up in.
Their aspirations are fueled by the Internet and access to credit.
© 2010 Kantar Media 13
OUR ENVIRONMENT DEFINE OUR VALUES•AND NOT THE OPPOSITE
We inherit values from the environment in which we grow up
© 2010 Kantar Media 14
WHY DOES THE CONSUMER BEHAVE AS HE DOES ?
WHY IMAGE
WHY DOES THE CONSUMER BEHAVE AS
HE DOES ?
FROM UNCONSCIOUS MOTIVATION TO
CONSCIOUS MOTIVATION
© 2010 Kantar Media 15
SportsOpportunity
With the upcoming 2014 World Cup and 2016 Olympics being hosted in Latin America, a new opportunity to reach sports fans exists.
Hot
© 2010 Kantar Media 16
Sports target opportunity The upcoming World Cup and Olympics in Brazil present an opportunity we should tap into.
0%5%
10%15%20%25%30%35%40%
Sports Target OpportunityLatAm
Watched Sports on TV 51%
Attended Sports 11%
Practice Sports 30%
Use 2 out of 3 26%
Sports Target Opportunity
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
© 2010 Kantar Media 17
Soccer is still the most popular sport, but not the only one. The Sports Audience Opportunity use different media vehicles to keep updated with sport news and scoreboards.
Soccer – National 63%Car Racing 33%Soccer – European 28%Boxing 25%Volleyball 24%Swimming 22%Soccer – Other Latin American Country 22%
Gymnastics / Olympics 21%Freestyle Wrestling / MMA Free Fight 21%
Athletics 20%
Beach Volleyball 19%Tennis 19%
TV Program: Sports: Live 80%
TV Program: Sports: News 72%
TV Program: Sports: Commentaries 63%
TV Program: Extreme sports 52%
Read Newspaper Section: Sports 47%
TV Program: Sports: Pre-recorded/ Edited 42%
Read Magazine Section: Sports 28%
Radio Program: Sports: Commentary 26%
Radio Program: Sports: Live 25%
Internet: Visited a sports site 24%
Top Sports Watched Sport ConsumptionMedia Vehicles
26% watch 5+ sports 27% use 7+ of the media vehicles above to follow sports
Sports Audience Opportunity
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
Filter: Sports Audience Opportunity
© 2010 Kantar Media 18Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
Sponsorship Opportunities- WOM SegmentThe proportion of Champions across multiple categories is
high amongst the Sports Target opportunity
129
140
140
147
159
161
163
Sports TargetChampions
Champions amplify your reach x3!
20% of the Sports Target Opportunity is a Champion.
(Index 126 vs 91 )
Mobile Phone
Tourism/Travel
TV, Video & Audio
Cars
Financial & Insurance
Soft Drinks
Alcoholic Drinks
Filter: Sports Target Opportunity
© 2010 Kantar Media 19
Sponsorship Opportunities Among “Sports Opportunity”
Energy DrinksBeer
Credit Cards
Technology
35% of the
“Sports Opportunity” watched the World Cup in 2010
Consumption: 26% in 2007 to 30% in 2011
Top Brands
2007 2011Own DVD Player 64% 85%Computer 40% 62%Camera Ownership 50% 58%MP3/ MP4 Player 34%
Credit Card Ownership:
Has increased 17% from 36% in 2006 to 42% in 2011
34% of the “sports opportunity”
consumed beer in the past 7 days
Top Brands
1. Brahma2. Bohemia3. Corona
Red Bull remains the market leader
with 58% penetration
© 2010 Kantar Media 20
OfflineOnline
Mild
Shift & Growth
Inevitably the evolution of media consumption has altered the state of advertising and thus created an ever growing demand for more diversified multi-platform approaches.
© 2010 Kantar Media 21
How does LATAM measure up to other global regions? Broadband’s explosion in the last 5 years and how it serves as ‘the’ portal for all media.
43%43%
68%68%
52%52%
68%68%
--
73%73%
39%39%
43%43%
52%52%
43%43%
84%84%
88%88%
63%63%
69%69%
82%82%
In LATAM Broadband has grown 291% in
the last 5yrs!
Global Media Penetration
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
© 2010 Kantar Media 22
Listened to Radio
(Last 30Days)
Read Newspapers(Last 30days)
Watched TVPrograms
(Last 30Days)
ReadMagazines
(Last 30Days)
OFFLINE ONLINE
Radio(7Days)
Newspaper(7Days)
MCHH(7Days)
Magazines(Any)
Status of Media Penetration in LATAM
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
Broadcast(7Days)
© 2010 Kantar Media 23
Through integration, traditional media has expanded it’s reach. The outlook is that as broadband continues it’s climb this too will follow suit.
Touch Points
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
© 2010 Kantar Media 24
Mobile Phone: New Media Platform
Smartphones
Mobile Phone Details
Prepaid vs. Monthly
Medium
© 2010 Kantar Media 25Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
Mobile Phone Details
More than 3/4 of the Latin American population personally own a mobile phone.
• Cell phone Ownership has increased in
Latin America from 50% in 2006 to
77% in 2011.
• The percent of people who used the
internet feature on their phone in
the past 5 years has increased 56%.
Filter: Own Mobile phone & Own internet feature
50% received mobile marketing in the past week!
69% of mobile phone owners receive mobile marketing
© 2010 Kantar Media 26
Prepaid vs. Monthly Payment Plan
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
It is important to note that that the pre-paid population and the monthly payment
population use different mobile features.
63% of the mobile phone population have
a pre-paid plan 20% of the mobile phone population have a monthly
plan
People with a monthly payment plan are more likely than the prepaid population to own an
internet feature 43% vs. 29%.
© 2010 Kantar Media 27
Smartphone Ownership
Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011
9% of Latin Americans Own a Smartphone
• 65% of Smartphone owners in Latin America purchased a Smartphone in the past year.
• Usage for both personal and business among Smartphone owners increased from 25% in 2008 to 35% in 2011.
Filter: Own Mobile Phone
Rise of Smartphones Access
to Apps=
Throughout the day the internet platform shifts from Wi-Fi to
standard connection & impacts activities
© 2010 Kantar Media 28
Social networks
New Digital Opportunities
Deal-of-the-day websites
Online Banking
Hot
© 2010 Kantar Media 29
• Brazil is growing and the internet is reaching all SEL
Internet User Universe
Internet in Brazil
Source: Target Group Index – Br11 w2 + Br12 w1
© 2010 Kantar Media 30
TV + WEB
23%
TV + Newsp.Pop:26%
37%
TV + RD
Pop:17%
23%19%
TV + Mag.
15%
TV + RD
12%
11%
Newsp.+ RD
RD + Mag.
Internet users are much more likely to consume mutliple media simultaneously compared to the general population.
Population 54%
Source: Target Group Index – Br11 w2 + Br12 w1
Simultaneous consumption
Internet in Brazil
© 2010 Kantar Media 31
• More than 1/2 of internet consumers are registered with a deal of the day website and 42% regularly buy a product or service.
• Internet consumers spend on average R$110 per month shopping online
The Internet: A Source of Innovation & Leverage
Deal-of-the-day website registered consumers purchase
products and services 23% more frequently than the average online shopper.
62% of these consumers trust credit cards for online shopping
Deal-of-the-day Websites
Purchased
Source: TG.net Ano 2 (maio 2011 – junho 2011)
© 2010 Kantar Media 32
The Internet: A Source of Innovation & Leverage
Internet Shopping
Source: TG.net Ano 2 (maio 2011 – junho 2011)
Category Internet Users
Deal-of-the-day Shoppers
Index
Books 14% 28% 198
Food/Drink, Restaurants /Bars 6% 23% 410
Airline trips 8% 20% 235
Health & Beauty Services 5% 19% 354
Telephone/Accessories 10% 18% 177
Cosmetics 6% 17% 269
Health & beauty Products 6% 17% 272
Electronics 9% 16% 184
Clothes/Jewelry 7% 16% 230
Deal of the day website consumers are impulsive online shoppers.
© 2010 Kantar Media 33
Activities
Visual Activities (Videos, photos..) 71%
Access, create, maintain virtual community
70%
Interact with known people 65%
Submit articles/commentaries for public sites
47%
Create, maintain, access blogs 36%
Meet people 26%
Access a chat room 16%
Online Encounters 12%
Connect through videogame system 10%
They participate on average in 5.6 Social networking activities per month.
Social Media
The Internet: A Source of Innovation & Leverage
Source: TG.net Ano 2 (maio 2011 – junho 2011)
79% of internet consumers in Brazil actively participate in Social Networks
© 2010 Kantar Media 34
Financial Products
The Internet: A Source of Innovation
84% of internet consumers use at least one e-banking product or service
compared to an average 10% for the total population
45% take part in a financial activity online 5 times more than the total
universe
Source: TG.net Ano 2 (maio 2011 – junho 2011)
© 2010 Kantar Media 35
Life Events
Source: TG.net Ano 2 (maio 2011 – junho 2011)
Upload Video Clip
Upload Photos
Download Movie/Trailer
Search &/or download software/
applications
Travel Plans/Reservations
Download Podcasts
Download Movie/Trailer
Gambling on Internet
Access Health Sites
Finance/Banking
Price Comparison
Gambling/Lottery Sports
© 2010 Kantar Media 36
I. Rise of the Middle Class
II. Sports Opportunity
III. Online Offline Shift & Growth
IV. Mobile Phone: New MediaPlatform
V. New Digital Opportunities
Summary
• Inherent values• Infrastructure, bureaucracy and
Security: Achille's Heel• More women working, less children,
higher purchasing power• Growing protectionist policies
Hot
Hot
Mild
Medium
Hot
Be mindful of…
Important Trends in the Region
© 2010 Kantar Media 37
THANK YOU!