An Introduction to Connected Life. Connected Life 2014

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Virginia May
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1 An Introduction to Connected Life

2 Media fragmentation is often described as the biggest brand challenge of the digital age. In reality, it s the greatest opportunity. 2

3 Decision-making in a connected world As digital ecosystems grow, consumer behaviours fragment, they may split their time across multiple channels, multiple devices or make purchase decisions based on multiple touchpoints. This does not happen, however, without any pattern. Ultimately, owning a larger array of devices or having access to a wider choice of media channels drives specialization. Consumers select the device, channel or touchpoint that s right for them based on the context they re in and their specific need. Understanding the role of different digital media therefore allows for granular, personalised targeting; of specific user groups, at specific moments, to meet specific needs, during specific stages in the path to purchase. Connected Life delivers this understanding 3

Connected Life A study of internet usage of regular Internet users around the globe 49 markets, 50,000+ users Online Survey & Face to Face Regular internet users (more than once a week) Measure

4 Connected Life A study of internet usage of regular Internet users around the globe 49 markets, 50,000+ users Online Survey & Face to Face Regular internet users (more than once a week) Measure consumers integrated usage related to internet (All devices including Mobile, Tablet, PC) Providing tangible insight for successful digital marketing & direct frame work to establish marketing strategy 4

5 Informing strategic and tactical decision making at three key stages in the planning process 1. Annual strategy setting Understand latest digital trends to inform strategy How much should I spend on digital touchpoints / channels? What should my touchpoint strategy be? Do I have the right mix of Paid / Owned / Earned? Am I setting the right objectives for each channel? Answered through Global and Local syndicated reports 2. Pre-campaign decisions Activate in-line with specific target group profile What is the right split for this current campaign or initiative? For the target market For the target audience For the brand / product For the campaign message or objective Answered through data tool, utilizing segments 3. Post-campaign evaluation Optimize spend by evaluating performance across segments How did my campaign perform against objectives? Did I reach the right audience? Cut-through? What was the impact on PI? What was the impact on Brand? Answered through custom research, enhanced with segmentation 5

6 Offers a detailed view on the development of digital ecosystems and the role digital can play in meeting tangible brand objectives How has the digital ecosystem developed? How should brand strategies adapt? 1. How has the growing digital ecosystem impacted media habits? 2. What is the reach of digital platforms and channels? 3. How and why do consumers engage with brands? 4. How digital is the Path to Purchase? Role of digital in the overall Media Landscape Role of digital in increasing Brand awareness Role of digital in Brand building Role of digital in driving Brand activation Research Questions What does the device infrastructure look like either locally or globally? What is the interaction between devices and media? What does a day in the life of a digital consumer look like across the world? What are the different types of digital segment that exist across markets? What do consumers use these devices for? What content or services do they access, why? What is the incremental reach of different digital channels? What are the key market trends? Where is the market going and how quickly is the market changing? How does this compare across segments? How do digital consumer behaviours, attitudes, needs and motivations change across categories? What channels or routes of engagement are used? What content needs exist across categories? How does this compare across targets, categories and markets? To what extent is online research and purchase prevalent in my category? What are the barriers and drivers of ecommerce? What s the share of voice for digital and social channels throughout the P2P? How do these paths change across segments? 6

7 1 Study Positioning

8 Connected Life looks at the regular internet users in 50 markets around the world 8

9 Low Digital influence High Digital influence The first two decisions to make To what extent should I focus on digital rather than other media channels? And which specific digital channels should be the priority? The answer will differ across markets, categories and users, based on the level of digital influence and social engagement that exists. We use a simple framework to describe this dynamic Digital influence Low Social engagement High Social engagement Social engagement 9

10 Low Digital influence High Digital influence Plotting markets on this framework offers an insight into the size and nature of the digital opportunity around the world Example output: Data illustrative only Netherlands South Korea China Ghana Low Social engagement High Social engagement

11 Low Digital influence High Digital influence Plotting categories allows us to pinpoint strategies that best align to the category target Example output: Data illustrative only Financial services Technology Cosmetics Personal Hygiene Low Social engagement High Social engagement 11

12 Low Digital influence High Digital influence Plotting consumers allows us to identify 4 distinct segments to tailor the message to Heavy reliance on digital media but not that involved in social media Usage digital through the day, across multiple devices in many markets Use digital heavily in the decision path, but official not user content Heavy digital skew but not socially influenced Heavily digital skewed, highly socially influenced Heavy reliance on digital & social media An Influencer in social media Constantly connected through the day, across multiple devices in many markets Hard to reach via traditional means Greatest influence of digital & social in the decision path Low digital usage A virtual non-consumer of social content Still consuming large amounts of traditional media Digital not prevalent in the decision path Low digital consumption and social influence Low Social engagement Socially influenced but low digital skew High Social engagement Heavy reliance on social media A consumer of social (rather than an influencer) Not a heavy user of digital outside of social Still consuming traditional media Digital touchpoints not that prevalent in the decision path 12

Uncovering opportunities To help you reach,

more efficient with an optimised media mix Be

Re-enforce messaging through multiple channels

13 Uncovering opportunities To help you reach, engage and be more relevant to your audience Be more efficient with an optimised media mix Be more effective with contextual targeting Re-enforce messaging through multiple channels Take a consumer-centric approach to brand building A consumer-centric approach to brand activation Personalise content and tailor messaging to each segment 13

14 Be more efficient with an optimised media mix; take an integrated approach to reach your target Maximising daily incremental reach (%) Example output: Data illustrative only Social networking/ blogs/forums Read news, sports or weather Online videos Online videos + Social Networking/blogs/forums +News/weather/sports Total reach 14

15 Be more effective with contextual targeting; use particular platforms to target consumers in context, at particular times of the day How consumer activity varies throughout the day Example output: Data illustrative only Reach % In bed when IEarly morning Late morning During lunch wake up Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep Addressable and Influence media: Social networking, blogging or on forums Influence media: Online shopping/ search Addressable media: News or entertainment 15

16 Re-enforce messaging through multiple channels; combine TV with online to target multitasking screenstackers How consumer attention is divided while watching TV Reach of TV % Example output: Data illustrative only Only x% of TV watching time holds undivided attention Split of consumer attention while watching TV % In bed when I wake up Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before I go to sleep Social and communication News/entertainment Online shopping/search Other Undivided TV attention 16

17 Emotional Take a consumer-centric approach to brand building; encourage long term engagement with digital content or experiences that target categoryspecific consumers needs Content needs by category involvement - Local Connect with the brand Example output: Data illustrative only Like the brand Access to product info 80% 60% Customer service / ask questions Make life easier 40% Access to a service Exclusive products 20% 0% Save money / coupons Functional Make life fun Save time Impress others Content worth sharing Connect with others Connect with others Total market Cosmetics / Skincare 17

18 A consumer-centric approach to brand activation; utilise the different role touchpoints play at each stage in the shopper journey to drive purchasing Personal care shopper journey defined by stages of need Research online / offline (%) Example output: Data illustrative only Among those that research: Research online only Research on both Research offline only Do not research Purchase Discovering 49% Planning 34% Deciding 22% Core consumer needs (%) $ Post purchase Spoke to friends / family 33 % Find out about brands 65 Check product features 64 Check prices 77 Get ideas / inspiration 42 Compare brands 55 Find the best deal 69 Used a search engine 22 Check product features Steps taken (%) 35 Narrow down selection 34 Make a final decision 32 Read consumer or user reviews about brands online 17 Retailer website 74 Consumer review website 72 Search engine 61 Went to a retailer website 17 Magazine / newspaper 48 Spoke to friends/family 65 Visited a store 57 Search engine 45 Retailer website 40 Retailer website 31 Went to a brand website 18

19 Low Digital Engagement High Digital Engagement Personalise content and tailor messaging to each segment; Assess size of consumer groups within brand category to prioritise and develop tailored, personalised strategies for each group Hypothesised Activation Plan: Activation plan for reaching 40+ financial decision makers Example output: Data illustrative only 40 year old financial planners skew heavily to non-socially influenced group, in particular to heavily digitally engaged groups Devices used: multiple Channels used: online news from traditional channels (not aggregators), growth in video Research: digital touchpoints used extensively in product decisions (esp. financial). Expert/official opinion sought over other sources Strong ecommerce users and few barriers to growth Low Social Influence High Social Influence Suggested Approach Strong digital advertising presence across traditional (press) & multi-channel footprint Financial expert influencing strategy across channels, potential to include video series across key sites Comprehensive website with in-depth comparison tools & online fulfillment capabilities 19

20 2 Timings, deliverables and investment

21 Sample profile of regular internet users* in 50 markets around the world Country Sample Methodology Argentina 00 Offline CLT Australia 00 Online Austria 00 Online Belgium 00 Online Brazil 00 Offline Canada 00 Online China 1800 Offline Colombia 500 Offline CLT Czech Republic 00 Online Denmark 00 Online Egypt 00 Offline Finland 00 Online France 00 Online Germany 4000 Online Ghana 00 Offline Greece 500 Offline Hong Kong 00 Online Hungary 00 Offline India 1800 Offline Indonesia 00 Offline Israel 00 Online Italy 00 Online Japan 00 Online Kenya 00 Offline Malaysia 00 Online Country Sample Methodology Mexico 00 Offline CLT Myanmar 00 Offline Netherlands 00 Online New Zealand 00 Online Nigeria 1500 Offline Norway 00 Online Philippines 00 Offline Poland 00 Online Portugal 500 Offline Russia 00 Online Saudi Arabia 00 Offline Singapore 00 Online Slovakia 00 Online South Africa 00 Offline South Korea 00 Online Spain 2000 Online Sweden 2000 Online Switzerland 00 Online Taiwan 00 Online Thailand 00 Offline Turkey 00 Offline UAE 00 Offline UK 00 Online US 2000 Online Vietnam 00 Offline *Defined as at least weekly usage 21

22 전세계총 49 개국에서조사진행 North America Canada USA Latin America Argentina Brazil Colombia Mexico Northern and Western Europe Denmark Finland Norway Sweden Switzerland UK Austria Belgium Germany Netherlands Southern & Eastern Europe Hungary Czech Republic Poland Russia Slovakia France Greece Italy Spain Portugal Turkey Middle East & Africa Egypt Ghana Israel Kenya Nigeria Saudi Arabia South Africa UAE Asia Pacific China Hong Kong India Indonesia Japan Malaysia Philippines Singapore South Korea Taiwan Thailand Vietnam Australia New Zealand 22

23 Connected Life Key Deliverables Overall information for brands to make digital decision Emphasizes on consumers online product research/purchase which should be managed carefully from brands and corporations point of view Criteria Detail Device Infrastructure ownership, purchase intention and usage Media Consumption online vs offline, TV vs video, TV and multi-screening Digital Activities incremental reach, usage by device, social media use Daypart usage device usage, media consumption and shopping activities Brand Engagement willingness to engage, level and reasons for engagement, content needs Research/Purchase (Online/offline) ROPO, levels of online/offline research Category touch points steps before purchase, how they help, after purchase action ecommerce penetration by category, drivers and barriers, usage of mobile research in store, usage of mobile wallet Segment Profiles demographics, device ownership, media usage, incidence of category buyers Future Behavior participation in and attitude towards digital trends 23

24 Customised reports, workshops and datasets focus on target groups in the following categories Automotive Motorcycle New car Second hand car Babycare Baby care products such as food or diapers Baby care products such as prams, mats or toys Financial services Banking products and Investment Credit cards Insurance Travel Holiday/travel (e.g., airfares, accommodation) Other Clothes & shoes Movies (DVDs or downloads) Music (CDs or downloads) *Included based on local regulations Personal care Cosmetics / facial care products Hair care products Skin care products Personal hygiene Personal hygiene products (Deodorant, Female hygiene) Oral Care e.g. toothpaste, mouthwash Grocery (food and drink) Food (other than pet or baby food) Alcoholic Beverages* Non Alcoholic Beverages Confectionery, snacks, treats Tobacco/ cigarettes* Grocery (non-food, non-personal) Cleaning/household products (bleach) Laundry Detergents (fabric care etc) Over-the-counter medicines (headache, indigestion, cough medicines) Pet Food Prescription medicines/drugs (prescribed by a medical professional) Technology Camera (still & video) Mobile phone or smartphone PC / Desktop / Laptop Software or apps (PC, Laptop, Tablet & Mobile) Tablet TV (LCD, 3D, Plasma, LED etc.) White goods and home appliances Key: Meta category Sub- 24

TNS contact BA in Mechanical Engineering, Seoul National University 12 yrs experience in ICT industry service/product planning 2 yrs experience in Big Data analysis Rich experience in Mobile/PC

25 TNS contact BA in Mechanical Engineering, Seoul National University 12 yrs experience in ICT industry service/product planning 2 yrs experience in Big Data analysis Rich experience in Mobile/PC passive data analysis Mobile Life/Connected Life/Social Media project experience BA in Business Administration, Yonsei University 4 yrs experience in Marketing Research Rich experience in Mobile/IT industry Mobile Life/Connected Life/Social Media project experience 25

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