TNS New Zealand presents Digital Life
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Transcript of TNS New Zealand presents Digital Life
© TNS 2011
Digital Life Tuesday 22 November, 2011
Digital Life © TNS 2011
Agenda
BackingBlack: Using digital channels to connect New Zealanders with the All Blacks during RWC 2011 Caroline Booth – Sponsorship Manager, Telecom
The Good, the Bad and the Offal: A simple recipe for social media success Vaughn Davis – Owner & Creative Director, The Goat Farm
From little fish to fisherman: Tourism New Zealand’s digital marketing evolution Justin Watson – General Manager Marketing Communications, Tourism New Zealand
TNS New Zealand presents Digital Life Jason Shoebridge – Managing Director, TNS New Zealand
Digital Life © TNS 2011
Digital Life
What is Digital Life?
What does NZ’s digital landscape look like?
How does digital impact the classic brand funnel?
How is the NZ market segmented?
How can you access Digital Life insights?
Digital Life © TNS 2011
4
What is Digital Life?
Digital Life © TNS 2011
What is Digital Life?
Digital Life © TNS 2011
The most comprehensive view of consumer attitudes and behaviour online
TNS spoke to
72,000 people across
60 countries, which represents
93% of the world’s Internet population
Including
1,000 New Zealanders
Digital Life © TNS 2011
Digital Life helps us to understand participation in a range of online behaviours
Digital Life © TNS 2011
Digital Life also explores the path to purchase for a number of purchase categories
‘Short-cycle’ purchase categories
• Cosmetics & facial care
• Skin care products
• Hair care products
• Personal hygiene products
• Oral care
• Household products
• Over-the-counter medicines
• Prescription medicines
• Food
• Confectionery & snacks
• Alcoholic beverages
• Non-alcoholic beverages
• Pet food
• Clothes & shoes
• Music
• Movies
• Software & apps
‘Long-cycle’ purchase categories
• Baby care products
• Holiday / travel
• New car
• Second hand car
• Motorcycle
• Credit cards
• Insurance
• Banking products
• PC, laptop & tablet
• Computer peripherals
• Mobile phones
• Mobile gadgets
• Camera
• TV
• White goods & home appliances
• ISP or (Mobile) Phone Services
Digital Life © TNS 2011
Digital Life captures a whole host of additional information about the online population
Online Demographics
Media Consumption
Internet Usage Occasions
Behaviours & Activities
E-Commerce
Consumer Journey
Attitudes & Behaviour Drivers
When, from where and via what devices are we accessing the Internet?
How does consumption of the Internet compare to consumption of traditional / offline media?
What times of the day do we access the Internet and what other activities are we doing at the same time?
Which of the digital activities are consumers engaging in overall? To what extent are consumers active or passive Internet users?
Which short-cycle and long-cycle categories are consumers researching and purchasing online?
What online and offline touch points are consumers using in the purchase process, from awareness to post-purchase?
What are the attitudes of consumers towards the role the Internet plays in their lives?
Digital Life © TNS 2011
What does NZ’s digital landscape look like?
10
Digital Life © TNS 2011
Based on share of daily media consumption, New Zealanders’ consumption of digital media for leisure purposes rivals that of TV
Based on share of daily usage of these media types
Magazines (3%)
Newspapers (7%)
Radio (18%)
TV (29%)
Online work (14%)
Online leisure (29%)
Digital Life © TNS 2011
At the total market level, New Zealanders spend most of their time online on entertainment and social interaction
Communication Social networking & connecting Email Entertainment Multi-media & entertainment Online gaming Personal interest Shopping Information Pre-purchase & browsing Knowledge & education News, sport & weather Management Personal admin Planning & organising
Share of weekly internet leisure hours across all access points
34%
39%
22%
7%
Digital Life © TNS 2011
We can expect growth in Internet usage from mobiles and tablets given the extent to which NZ is behind other nations
Devices used to access the Internet in last four weeks
26%
4% 2%
7%
2%
Mobile Tablet TV set Games console Other
Global 36% 5% 3% 4% 2%
Australia 37% 10% 5% 11% 3%
Digital Life © TNS 2011
There is a role for brands to play in driving this growth given Internet usage from these devices in NZ is relatively unsophisticated
Users accessing Internet from mobile
35% Would like to access the Internet via their mobile more often
66% Use Internet on their mobile when waiting for someone or something
3hrs Average weekly time NZ mobile users spend accessing the Internet via mobile
Twice As many Aussies use Internet on their mobile for product information as NZers
Digital Life © TNS 2011
How does digital impact the classic brand funnel?
15
Digital Life © TNS 2011
Managing the recruitment and engagement of customers via social media is a process that must be carefully moderated
68%
67%
48%
46%
36%
35%
35%
54%
Competitions and win prizes
Promotion or a special offer
Connect with a brand I'm passionate about
Get more information about the brand
Access content supplied by the brand
Give brands input
Get customer service
Don't want to be bothered by brands
Selected reasons for connecting with brands online
Digital Life © TNS 2011
Brand owners also need to be conscious of the role customers can play in influencing non-customers via these same social networks
Net agreement with statement
58% agree the comments of others help short-cut the decisions they make about brands
57% agree user comments are more credible than comments originating from the brand itself
50% often change their minds about products based on the comments of others
48% say just one negative review can impact their feelings about a brand
28% trust comments made by complete strangers about brands and products online
Digital Life © TNS 2011
The role of social networks means we need to re-think classic brand funnel thinking
Awareness Consideration Intent Recommend
PRE-PURCHASE POST-PURCHASE
Traditionally viewed as to face-to-face word-of-mouth communications
Digital Life © TNS 2011
In a digital world, the post-purchase process is extended as consumers use online channels to comment on and connect with brands
Awareness Consideration Intent Comment Connect
PRE-PURCHASE POST-PURCHASE
Digital technology offers the ability to easily communicate
about brands and products with friends and strangers across time
and space
Digital Life © TNS 2011
Awareness Consideration Intent Comment Connect
Hence it is ever more important to create products and experiences people want to talk positively about
PRE-PURCHASE POST-PURCHASE
Digital Life © TNS 2011
How is the NZ market segmented?
21
Digital Life © TNS 2011
Digital Life also uncovers segments that exist along axes of consumption and involvement …
Functionals
Knowledge Seekers
Aspirers
Networkers Communicators Influencers
Low involvement
High involvement
Low consumption
Internet is irrelevant
Not a big part of my life
Internet is aspirational
Helps me achieve my goals
High consumption
Internet is pivotal
Is the centre of my life
Internet is commoditised
Makes my life more efficient
Digital Life © TNS 2011
… and thus there are differences that are meaningful for marketers to understand and target
Functionals The Internet is a functional tool and I’m not looking to express myself online
Knowledge-Seekers I use the Internet to gain knowledge, information and to educate myself about the world
Aspirers I’m looking to create a personal space online. I’m desperate to do more of everything, especially from my mobile
Networkers I have a busy life and use social networking to keep in touch. I’m a big home Internet user, and I’m very open to engaging directly with brands
Communicators I love to express myself, be it face to face, on a fixed line, on my mobile, via a social networking site or on email
Influencers The Internet is an integral part of my life – I love mobile Internet and I’m a passionate social networker with tons of friends
Digital Life © TNS 2011
A quarter of us are Functionals – but combining Influencers and Communicators, for a similar proportion online self-expression is key
Communicators (9%)
Aspirers (13%)
Influencers (16%)
Knowledge-Seekers (18%)
Networkers (20%)
Functionals (24%)
Digital Life © TNS 2011
So how do we differ? We know NZers spend most of their online time connecting – but this varies substantially by segment
22%
40%
77%
42%
57%
81%
Daily participation in
social networking
Digital Life © TNS 2011
Tendency to purchase online is also staggeringly different
4%
16%
10%
1%
3%
22%
Daily participation in online shopping
Digital Life © TNS 2011
And certain segments are more inclined to offer others advice
22%
34%
34%
24%
21%
42%
I often give people advice when I write
about products / brands online
Digital Life © TNS 2011
How can you access Digital Life insights?
28
Digital Life © TNS 2011
Access to Digital Life insights is possible in three ways
Standard local and global reports
Customised reporting
Incorporate Digital Life questions into surveys
• These reports and data tables are currently available for purchase, with local reporting available for each of the 60 markets included in Digital Life
• Discuss with your account team how TNS can draw out the Digital Life insights that are most relevant to answering questions directly stemming from the business issues that your organisation is facing
• Talk to your account lead about replicating Digital Life questions (for example, the segmentation golden questions) in monitoring and ad-hoc work to understand how your markets compared to NZ overall
Digital Life © TNS 2011
For more information contact your account lead or for general enquiries
please contact Emma Eichbaum
visit www.tnsdigitallife.com