digital transformation connected life - kantar...consumer-centricity is key to long term brand...
TRANSCRIPT
©TNS 2014
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Digital Transformation Connected Life
Connected Life 2014
© TNS 2014
Connected Life 2014 explores how technology is transforming the lives of consumers across the planet
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Quant study
55,000 interviews, 50 markets,
24bn data points
Qual study
14 markets, 250,000 images,
256 hours of interviews
Connected Life 2014
© TNS 2014
Constantly connected consumer from early morning onwards
In bed when Iwake up
Early morning Late morning During lunch Early afternoon Late afternoon Early evening During dinner Late evening In bed before Igo to sleep
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Connected Life 2014
© TNS 2014
Higher device ownership in Finland Any digital activation should be done across platforms
Device ownership
4.1
Average number of devices owned* *Devices owned include: mobile phone, smartphone, tablet, laptop, desktop, gaming console, smart TV, flat panel TV and fixed line telephone
3.6 Global:
71 26 51 52
70 35
78 51
Smartphone Tablet Laptop Desktop
%
B1.
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Connected Life 2014
© TNS 2014 5
Screen stacking is becoming big
Connected Life 2014
© TNS 2014
H1. Usage of new digital activities Base: Global (54,701) Note: Data weighted against internet penetration
Finland is among the top countries for screen stacking
0
25
50
Hong K
ong
Sw
itzerland
Colo
mbia
Mala
ysia
Neth
erlands
Italy
UAE
Taiw
an
USA
Canada
Russia
Sw
eden
Port
ugal
UK
Saudi Ara
bia
Spain
Fin
land
New
Zeala
nd
Sin
gapore
Austr
alia
Denm
ark
South
Kore
a
Norw
ay
Reach %
N.B. Screen-stacking refers to simultaneous usage of devices
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Connected Life 2014
© TNS 2014
Reach %
30 32 40 45 41 42 33 30 31 35
2 9 9 5 6 8
12 8 11 8 5
22
35 31 29 38 46
46 38
7 4
13
12 8 9
16 31 45 56
12 6
23
23 14 16
16
10 5 4
3
3
19
11
6 4
6 7 5 3
4
In bed when Iwake up
Early morning Late morning During lunch Earlyafternoon
Lateafternoon
Early evening During dinner Late evening In bed beforeI go to sleep
Mobile Tablet PC/laptop TV Radio Newspaper/Magazine
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The screen stacking peaks in the evening hours. Mobile is on all day, particularly as first and the last activity of the day
Reach and share of media among screen-stackers
D2. Total time spent on device/media | D2. Total time spent online| D3. Device/media usage by daypart Base: Finland screenstackers- typical day (288)
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Connected Life 2014
© TNS 2014
1,1 1,8 1,3 1,0 0,7 0,6
0,5
0,5 0,5
0,5 0,6 0,3
2,7
3,6 3,3
2,4 2,2
2,2
4,3
5,9
5,1
3,9 3,5
3,1
0
2
4
6
8
Finland 16-24
years
25-34
years
35-44
years
45-54
years
55-65
years
via Mobile
via Tablet
via PC/laptop
Younger lot spends more time online – and particularly on mobile The strategy to target the younger audience needs to be mobile-centric Total time spent on device daily (hours)
B1. Device ownership | D2. Time spent on device Base: Finland- typical day (655) |Male (328) | Female (327) | 16-24 years (100) | 25-34 years (143) | 35-44 years (123)| 45-54 years (131) | 55-65 years (158)
Hours/day
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Connected Life 2014
© TNS 2014
Finns are more likely to be consumers of content rather than contributors
51
31
33 16
14
47
9
Connected Life 2014
© TNS 2014
Males are more active. Younger lot creators and older lot consumers
16-24 25-34 35-44 45-54 55-65
10
19 14 31 19 13 13 7
18 10 21 18 12 12 8
53 40 61 49 43 42 42
Connected Life 2014
© TNS 2014
The top social networks or instant messaging platforms
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10
10
13
16
24
24
40
56
Suomi24
Skype
Google+
Facebook Messenger
YouTube
C4. Frequency of social networking and IM usage | C4a. Favourite social networking or IM platform Base: Finland (998)| 16-24 years (151) | 25-34 years (207) | 35-44 years (199) | 45-54 years (215) | 55-65 years (226)
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Connected Life 2014
© TNS 2014
“It’s nice that they (brands) are
in social media and I can
approach them if I need to.”
“If there are news or topics
related to brands, I usually
check their FB first instead of
going on their website --
because it’s easier. ”
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Connected Life 2014
© TNS 2014
Consumer-centricity is key to long term brand building online The overall level of brand engagement differs across categories
How willing category users are to engage with brands
68 66
48 35 34
25 23 19 17 14
Travel Financial
services
Technology Personal care Automotive Baby care Food and
drink
Household
care
Alcoholic
drinks
Personal
hygiene
%
54 34 39 41 40 43 23 30 23 27
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Connected Life 2014
© TNS 2014
0
20
40
60
80
100
Access to product info
Customer service / ask questions
Access to a service
Save money / get coupons
Save time
Make life easier
Content worth sharing
Connect with others
Impress others
Make life fun
Exclusive products
Like the brand
Global
Finland
Finns are more keen to connect for practical reasons
Mobile Forum: Mobiilipulssi 2014
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Connected Life 2014
© TNS 2014
New digital trends are here
The quantified self Monitoring exercise, sleep or calorie
Connected home Temperature, lighting or play music via a device
Asset-light lifestyle Music subscription service, reading e-book
Wearables E.g. Fitbit, smart watch or Google glasses)
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