i'm digital 2011

I’m Digital 2011Consumer Behaviour Experience Report In Chile

I'M DIGITAL 20112 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

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1. YOU’RE WHAT YOU DO, NOT WHAT YOU SAY2. ANALYSIS AND TENDENCIES FOR 2011 Before reading

Who are the early adopters?

We tied, the end of social networks (RT pls)

Who are doing it right?

Do you follow brands in social networks?

Promotions versus services

Advertisement dressed as twitter, is still advertisement

Lucid consumers

10 factors influencing a good online service

3. DIGITAL CONSUMER 2011 True portability

Do you connect through your cellphone?

Through which of these devices do you usually

listen to music?

4. FROM SOCIAL NETWORKS TO SERVICES: EXPERIENCE AS A PRODUCT5. THE MINUTE OF TRUST6. METHODOLOGICAL FRAME7. APPENDIX

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INDEX

I'M DIGITAL 2011 3CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

I’M DIGITAL2011CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

Backers

Media Partners

Sponsors


REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE

1. YOU ARE WHAT YOU DO, NOT WHAT YOU SAY

At AyerViernes, we feel that design is a reflection that imagi-nes the future, and designing for digital media has to do with the experiences, determined by those acts of absolute prota-gonism.

User Experience Design quickly built the perfect equation, the mix of rational interaction and interface emotions. If any of them is absent, there will be no possible experience, and therefore, all effort of communication will be lost.

However, there is another and anonymous component that lives beneath the interfaces, and mutates according of how users operate: data.

Nothing is the same for anybody, and specially for the market. We invented a new channel with a medium called web, which privileged the building of experiences for people, and allowed us to gather information on behaviour, desires and criteria of consumption.

In the early nineties, the web was a desert where only a few people could see commercial possibilities. We all knew we were in front of a revolution, but nobody had certainties. Only one thing was for sure: this was a new channel, very different from the traditional ones, with a special feature: the hyper-link, a technology that allowed us to jump from screen to screen.

Because it all started in California, surfing was soon the name given to this feature of traveling between screens in a sea ca-lled internet, in which can you navigate and, of course, google.

It’s interesting that from the beginning we’ve been using verbs to identify the new behaviours of individuals. It shows that the essence of digital media is the protagonism of the user, not of the developer. The basic rule of the web is that it’s the place where things happen, and people go there to do something.

Hence the importance of the Interaction Design between digital systems -or media- and users: the people.

JORGE BARAHONA

DIGITAL EXPERIENCE DESIGNER

Executive director

AyerViernes


1. YOU ARE WHAT YOU DO,NOT WHAT YOU SAY

The dream of being like the small-store owner, who knows your taste and preferences, likes and wishes, your income and credit, your real friends, your not-so-much-friends, your whereabouts, and even your opinions on what he’s selling you and what not, is now a reality on the current web.

Sadly, brands in Chile and Latin America omitted from the start this reality, and made the mistake of putting all their efforts for building digital experience in advertisement that identifies itself with what appears on the screen, interruptive TV ads, and campaigns fond of landing-pages and banners that no one sees. These are all heirs of the offline mentality, practices that users identify as invasive and annoying.

Because just as Peter Merholz* points out, “the essence of advertising agencies is to see the people as sheep that can be manipulated at will, and they measure the success of their actions by winning or losing festivals and awards”

For the User Experience, the success is measured in how many people are satisfied with the services, rising the com-mitment, fidelity and lovemark, among others. People Expe-rience actually looks for systems and communications to be useful and everlasting.

And that’s how we get to the boom of interactions and social networks. A new form of positioning was born, and compa-nies filled their websites with logos of social networks, doing the same mistakes made during the Flash era.

Companies do everything too similar to what they know, be-ing afraid of innovation and reflection. All changed to stay the same, but in the age of wikileaks, iPhone and geolocalization, nobody can think that moves forward on the internet by just putting a Facebook sticker or a happy face on Twitter.

Clients now have the power, and if a product doesn’t fulfill

* “The Pernicious Effects of Advertising and Marketing Agencies Trying To Deliver User Experience Design” http://www.adaptivepath.com/blog/2010/11/18/the-pernicious-effects-of-advertising-and-marketing-agenciestrying-to-deliver-user-experience-design/


1. YOU ARE WHAT YOU DO,NOT WHAT YOU SAY

their expectations they will write about it and post it on their walls, tweet it and upload videos on Youtube.

The time for delayed attentions, little to none transparency and dishonesty in business relations is over now.

Today, brands must build the User Experience to be able to dialogue with their audiences. Because everything is connec-ted, all is public, clear and accessible. It takes a lot of work to have a good file.

Your clients demand to have real experiences where they are the protagonists. If you deny them, they’ll go somewhere else as fast as a click of the mouse. And those experiences are no longer just about making a decent and useful site or having an Android app. It takes a global experience with the brand, so that the full speech is coherent, clear and current.

Your clients have invested a lot of time filling forms with their personal information: they want you to know them the next time they contact your call-center, they love that you invite them to have an honest chat. They don’t want to talk with the

agency; they want to talk to you, your organization, and your people.

That’s why it’s so important that the entire organization becomes digital and develop teams with digital DNA, with exclusive dedication in becoming a positive virus that spreads through the entire organization.

We’re entering a new era, one in which what you say, do and promote is very important, an age of real and constant com-mitment, determined by the experiences and not by discour-ses, banners, campaigns, and especially not interruptions.

Your brand is what it does, not what it says: welcome to the Service Design, of your Services.



2. ANALYSIS AND TENDENCIES FOR 2011

BEFORE READING WHO ARE THE EARLY ADOPTERS?

PEDRO ARELLANO

MASTER IN CONSUMER Behaviour

Studies Director, AyerViernes

This report is based on a representative sample of Internet users in Chile, plus a overrepresentation of the early adopters segment, that’ll help us project the results of the study of Chile’s digital future. The spirit of this report is to compare both groups as a way to diagnose the present, and unders-tand the next tendencies.

They buy preferentially in foreign shops like Amazon, a 70% say what they’re thinking or doing in social networks; Face-book and Twitter are the most common places of commu-nication with their friends, a 45% is willing to pay for online services that are worthwhile, and 84% value social networks as the main source of information during contingencies.

From now on, the group called “sample” will represent inter-net users in Chile, while the group called “early adopters” will represent the behaviour we presume the users will have in the future.



WE TIED, THE END OF SOCIAL NETWORKS (RT PLS)

WHO DID IT RIGHT?From comparing the sample with the early adopters, we can see distinct differences in the positioning of brands in the media.

NO 25%

ENTEL

COCA-COLA

MOVISTAR

FALABELLA

ADIDAS

ENTEL

MOVISTAR

LG

FALABELLA

BIO-BIO

1 1

2 2

5 5

3 3

4 4

Do you follow brands on social networks?

EARLY ADOPTERSSAMPLE GROUP

Social networks are agonizing, for traditional advertisement infected it with the worst of viruses. What was once viewed as a fertile and full of opportunities medium, quickly became a commodity, where most people enter by obligation and without a strategic path, becoming a tie that inhibits compa-rative advantages and the potential of the media to establish valuable relationships with people.

From the smallest to the biggest company, they’ve all sear-ched to gather the highest ammount of followers, and have succeeded. The problem? A large amount of people doesn’t necessarily form a community. Understanding that social networks are one more mean, and not an end, is the first step towards focusing in what’s really important: the quality of the service given to the people in every place of contact, and the synergy between the different ways in which we communica-te with the audience, are the key to generate experiences that are positive, memorable and repeatable to our piers.

YES 24% YES 24%



PROMOTIONS VERSUS SERVICESThe challenge raised from these arguments has to do with generating steps in reaching a relationship that should set the form in which we connect with our clients and messages. The relation with our audience should grow in quality and clo-seness, being able to generate a bond. The search for benefits and discounts must be the base to stimulate our consumers, but we can’t live of promotions forever; on top of that, we must see all social media as an instrument of inspiration for new innovations in our company, as a personalized center of attention, near and efficient, and as a service that puts itself at the disposition of people, and helps them become better consumers.

Only a small percentage of the sample claims to follow brands on social networks: why we see this could change?

First of all, they don’t follow brands because they see social networks as a form of communication based on personal and interesting topics, and not as advertising. Others indicate that information delivered by them are usually not useful for them, and therefore there is no identification.

In both groups, those who claim to follow brands do it for three main reasons:

1. For their promotions, discounts and contests. A direct search for benefits.

2. Secondly, people follow brands to stay updated on their novelties, being new launches or new functionalities of the brand.

3. Finally, for empathy, trust and prestige of a brand.


ADVERTISEMENT DRESSED AS TWITTER, IS STILL ADVERTISEMENT

38%

41%

31%

38%

38%

22%

EARLY ADOPTERS

SAMPLE GROUP

Which of these phrases reflect your feeling about online advertisement? Belonging, interest, exclusivity, direct communication,

trust and empathy are elements that people consider when making the decision of connecting with a brand, beyond the fleeing and disposable promotions or discounts given by a certain product.


I think it’s excessive

It’s not usually related to what I’m doing on the internet

It keeps me properly informed about products and services



I don’t see it


LUCID CONSUMERSneeds, who become promoters/detractors of the brand.

What’s important of this tendency has to do with how are we capable of setting the platforms for people to make sen-se of the overload of misinformation and stimulation that are trying to get our attention at the moment of making a decision to consume.

The fourth element for early adopters is “recommendation from a friend”, key factor for introducing “relationships of trust with brands” and “their products or services”.

Forming trust and empathy has to do with the making

78,5% 94%


The good use of service oriented social networks has to do with fomenting trust in people, and providing them relevant information that makes them better consumers.

78.5% of the sample and 94% of early adopters have made purchase decisions by first gathering information on the web.

The first three elements users assign more value at the mo-ment of making a purchase decision don’t change among the samples, and make reference to tools that help them make a more defined idea of the product they’re consuming, manage a more wide spectrum to make an informed decision, and basing this decision on the experiences of people with similar



the voyage of people trough the different points of contact with the brand be a quality and fulfilling one, understanding both factors as the keeping of a tacit promise made at the the start of the relation, one where consumers put all their expectations upon. Finally, generating the infrastructure to provide a good experience for costumers has to do with ma-king recognizable the intangible value of a service, and with

68% 56% 51% 40%

77% 57% 52% 52%

EARLY ADOPTERSWhile gathering information about a product on the web, to which elements do you assign a higher value at the moment of purchase?

ecologic interaction of every element forming the distinct encounters with the brand.

We don’t build direct experiences; we only settle the condi-tions to trigger a positive relation with our consumers. How to do it?

SAMPLE GROUP


Comparison with similar products

Comments from other users

Comments from other users

Comparison with similar products

Images

Images

Site description

Recommendation from a friend


10 FACTORS THAT PROMOTE A GOOD ONLINE SERVICE In both samples, people have the same arguments for descri-

bing positive experiences of online shopping.

Just like the last edition of I’m Digital, we classified and con-ceptualized the answers in now 10 relevant factors that trigger a purchase decision:

41,4%14,4%

5,6%4,8%4,8%

AMAZON

FALABELLA

PARIS

EBAY

LAN

35,9%17,4%

9,7%4,8%4,8%

FALABELLA

MERCADO LIBRE

PARIS

AMAZON

DEREMATE

EARLY ADOPTERS

Which online store do you think offers the best consumer experience?

1. TRUST2. EASY TO USE3. VARIETY4. SECURITY5. INFORMATION6. SPEED7. PRICE8. PRESTIGE 9. PAYMENT METHODS10. INTELLIGENCE

1. EASY TO USE2. TRUST3. INFORMATION4. SPEED5. INTELLIGENCE6. SECURITY7. VARIETY8. PRICE9. PRESTIGE 10. PAYMENT METHODS


SAMPLE GROUP



Considered previously as similar topics, we now visualize Prestige and Trust as two independent factors. Although related, Trust has more to do with the sensation that the promise made by the brand is fulfilled in every one of the steps that help building the digital user’s experience; it gives support, warranty, and feedback in moments of uncertainty. On the other hand, Prestige is more associated with tradition and brand experience, being this online or even built from the base of offline positioning.

In that sense, the place occupied by the different factors has a direct relation in the characterization of each group and their significance. The main differences between both sam-ples can be seen in the location of Variety and Intelligence. These differences take root mainly in that the early adopters group, as a projection of the near future, prioritizes asserti-veness over interruption, segmentation over massification, and discretion over invasion; being intelligence a fundamen-tal value among a group that has Amazon as an online stan-dard, assuming that factors such as Variety and stock of an online store are inherent to their functioning.




**

EARLY ADOPTERS

SAMPLE GROUP

3. DIGITAL CONSUMER 2011

TRUE PORTABILITY

Consumer behaviour before and above brands

* Consultancy IDC LatinAmerica in its Report; Chile. Quarterly PC Tracker 2Q 2010.

** According to Subtel, total of mobile connections to october 2010 are 5.386.671

Do you connect to the internet on your mobile phone?

As notebooks sales have experienced an increase of 56% during the first semester of 2010, compared to 2009*, we see that consumer practices adapt to services that rapidly evolve.

Devices tend to have new roles on people’s behaviour, and configure new ways and times of consumption. Progressively, portable computers are staying in desks, being replaced by lower size gadgets with better connectivity.

NO70%

30%

74%

NO26%



Consumer practices that are directly linked to specific mo-ments that promote the use of mobile internet show us how some routines predispose the context of navigation. In both cases predominates a scenarios of activation of dead time slots, which should tend to change to consumers being always con-nected, as declared by a 44% of early adopters.

In spite of the clear rise of the capacities and power of more and more easy to handle devices, true portability is not the outcome of netbooks, tablets or smartphones, but it’s based on the infrastructure built from the complete presence of informa-tion and the possibilities of access to it.

The power of web-based servers and applications has strongly entered the people’s everyday activities, facilitating experiences independent of devices: my email is no longer prisoner from Outlook, music doesn’t depend of my iPod, and my social life doesn’t depend of Messenger.

Even if most people frequently use “computer stored music”, we can see a tendency in both samples towards web-based servers to listen to music. For the sample, Youtube serves as a reproducer, and in the case of early adopters, they use services specifically design for that criteria.


40%

37%

34%

31%

29%

59%

48%

59%

44%

39%

When I go from a place to another

While I wait for something or someone

At home


When I have something important to say / to check



I’m always online / from everywhere

In case of an emergency

When I have some free time



57% 53% 47%

60% 41% 31%

EARLY ADOPTERS

SAMPLE GROUP

Through which of these devices do you often listen to music?

MUSIC STORED IN A COMPUTER


YOUTUBE

ONLINE SERVICES LIKE GOEAR, GROOVESHARK, LASTFM, AMONG OTHERS.

SOUND SYSTEM

PORTABLE DEVICE (IPOD, FOR EXAMPLE)



4. FROM SOCIAL NETWORKS TO SERVICES: EXPERIENCE AS A PRODUCT

Our relation with digital media has been slowly mutating from a totally uncommitted and anonymous stand to a more and more proactive way of interaction, full committed and completely participative. The growing strength of the social networks as a paradigm of associativity and social interaction confirms it. Social Networks - specially Facebook through it’s Open Graph API - have established as the basic infras-tructure using the personal relationship graph consolidation permitting the construction of all the digital experiences that involves social interaction at a great scale.

At the beginning, the social networks were looked suspi-ciously and everyone entered with an explorer and playful spirit. Now, every person had invested time in the construc-tion of the digital identity, making a leap of faith trusting in this tools, giving all private information and assigning a great value to the online experiences. The first and harder access barrier is already beaten: everyone is willing to play the game, yet the game isn’t quite clear.

By knowing the different social tools scattered through the web we detected design patterns and the interaction depict by the social use context. Here rise a huge - but complex – opportunity for the brands to create new bonds with people; they have to mutate from a product centered vision to a client experience centered one. The focus must be on the needs, aspirations and values of the persons in order to build a community - of use, of interest, habits, etc. For many it’s about a deep cultural change that goes from the merely sta-tic to the organic, from the quantitative goals based on data, to the qualitative ones based on emotions, from the pursue of transaction to the pursue of relationships.

The social networks benefit the person condition rather than the brands - the nodes work for people but no for the abs-tract entities: Which gender? Birth date?; They’re all meta-phors built on a person basis that doesn’t apply for brands, which appear with a prosthetic and lack of integrity avatar and in most of the cases incapable of facing people opinions and dialogs within the same spaces that they regularly use.

HERBERT SPENCER

DIRECTOR, INTERACTION DESIGNER, AYERVIERNES

Academic, Pontificia Universidad Católica de Valparaíso


FIRST STAGE:ADVERTISING

SECOND STAGE:CONVERSATION

THIRD STAGE:EXPERIENCES

PERSON STATUS client / user participant co-creator

ROL OR PERSON CONTRIBUTION

belonging, follow be a “member”: numeric contribution - cuantitative

evaluation, recommendation: se-mantic - quantitative contribution

expertise, valies, hacks: tendencies and culture contribution

INTERACTION PATTERNS asymmetric; advertising influence and status, competence co-discover

MARKETING MODELS promotions, discounts, happy hours

peer reviews, gifts, events, blogs (conversations)

support to the communities, to the causes and values

BRAND ENGAGEMENT products and material goods valued information, influence philosophy and life style (culture and values)

1 2 3




Just search @clarochile or @movistar mentions which incur-sion on twitter had turned in a new public portal full of com-plaints that cannot be managed, filtered, censored nor res-ponded. Thus the digital presence of persons transcends the networks and tools - usually linked each other - the brands have the opportunity to know better their users so they can generate instances that make positive influence in the com-munity behaviour.

The interaction that allows creating significative relationships between persons and brands necessarily develops in a gra-dual process guided by that change of emphasis that comes from selling products or commodities to willing to make something for the people (service) through the construction of experiences. And we can identify these game dynamics or interaction patterns in 3 levels shown in the next table.

Each interaction stage is built on the previous one; a brand requires conversations in order to build experiences and also requires quorum to build conversation. The trend, however, points to the sustainability as a model. This doesn’t mean that

the inherent circularity in this dynamic between persons wor-ks on its own or gradually requires less effort of the brands; quite the contrary, it supposes naturalness and integrity from the inside of the organizations where the first actors and activists come from. The spirit is not something that can be subject to the policies of outsourcing.



5. THE MINUTE OF TRUST

There’s a moment while online shopping that’s inevitable and it looks like a tragic accident, those in which your entire life flashes before your eyes in a second. It’s the immediate moment after making the decision of purchase, just when you have to put your information, specially regarding the credit card.

That’s when everything we’ve been told, we have read and learned from online shopping comes to our mind and forbids us from making the leap of faith, which means to send our commercial information through the web.

We say faith because, if we make the purchase, it’s because we believe that the correct security measures have been taken to prevent the steal of information, we trust the pro-vider of the website won’t do a bad use of the information we’re giving him, and we hope that what we bought will arrive on the agreed schedule, fulfilling the conditions we imagined it will have when we’ll check it, according to the pro-visory data on the web. If we compare this experience with a purchase by phone or even with the acquisition in the store itself, we see how immature the system of online shopping

is. In fact, noting what needs to be taken in consideration at the moment of buying online, it sounds even miraculous that there are people that frequently do it.

In my case, I’ve bought almost everything. From Chile to deliver in Chile. From Chile to deliver on internationally and vice versa. From flowers and chocolate that had to come just in time for an important anniversary (a fulfillment that built my trust), to music, software, tickets to concerts and planes. I’ve had no problem, even though all I’ve said before passed through my mind. In fact, because I know of risks a little more than the average, I tend to freak out more. But I put my faith, carefully analyzing where I leave my clicks.

Precisely that’s where I wanted to go, because what reveals the I’m Digital study 2011, is that a big part of the problems that a person has when buying comes from the seller’s capa-bility to offer trust. To deliver what’s necessary for the buyer to have a minute of trust.

Starting from the positive numbers, 63% claims to have bought something on the web, and a bigger number have

JUAN C. CAMUS

JOURNALIST FROM PONTIFICIA UNIVERSIDAD CATÓLICA DE VALPARAÍSO AND ACADEMIC

Diplomat in Interactive Media, author of “You have 5 seconds”



looked for products online that later bought. This shows the level of penetration the web is achieving, and the level of settling that local users have been acquiring with successful online experiences.

Besides this indicator, there are other that show numbers just as high: the people making bank transactions, paying basic services, and declaring taxes online. In all cases, the reason for the success are different: the first two happen because the banks are making sure of providing a concrete level of security, showing ways to making it even better, and control the scenarios in which the process can be vulnerable. On his hand, Servicio de Impuestos Internos (Chilean Internal Revenue Service) has invested in usability and operability, which is perceptible on the interfaces and at the same time, has made his system the almost-exclusive path to access its benefits, so there is no alternative.

However, the next step to make users adventure into doing stuff with their virtual money looks complex. At the question “Why haven’t you bought in an online store?” the answer with most preferences is “I feel it’s insecure, it doesn’t give me trust”. This means we’re back to the minute of trust.

The pending assignment is, therefore, in figuring out how to rise the feeling of trust.

The answer must be given by the group of professionals that develop every website, which acting in a coordinate way from contents, design and programming, must take on the problem. They must correctly resolve the Online Experience Design, which means, what happens to a person when he or she visits and interacts with the contents and functionalities offered in the digital media.

When doing so, there are a lot of elements intervening that allow them to decide whether what people see give them confidence enough to believe that what it’s offered on the screen will have the expected results or not.

Going step by step, there’ll be confidence if the site opens quickly and shows clearly the logo of the company or organi-zation, describing with clarity what is offered. Trust will rise if there are evident signs of a safe connection (use of https, external verification of site security, etc.). Likewise, it’d help to show additional elements that explain how to return the item bought and where to protest if the process of purchase



was interrupted for some reason. It’s also important to show which are “all” the payments that need to be done in order to send the product to destination.

When revising a product, it’s expected a “feeling of purchase” in the exhibition, meaning, a group of interesting photos, to look the product from different angles, and a full description of its characteristics, including, when available, the measure-ments of height, wide and depth, to know exactly how big is what we’re buying.

The process of payment, in the meantime, allows us to understand quickly which are the existing means and how many steps does it takes to get to dispatch and final appro-val. Besides, the fact that the process culminates with some sort of voucher (via web, pdf and mail) makes sure that it’s possible to follow the evolution of the selected product from the dispatch to our hands.

It looks complex, but it’s the minimum a user expects to trust in an online store. Those who have done it in such a way, and lead the preferences in I’m Digital 2011, are those that have got it, and it’s shown by their results. They’re selling, and ma-

king the Internet become the commercial ally.

The message, therefore, is very clear and is worth understan-ding it: there’s interest from costumers, there’s money avai-lable and there are good experiences that show the virtual world works. Just takes the provider to give a “minute of trust” to their costumers.


5. EL MINUTO DE CONFIANZA

6. METODOLOGICAL FRAMEI'M DIGITAL: THE CHALLENGE OF MAKING ONLINE RESEARCH TO KNOW THE BEHAVIOURS OF INTERNAUTS

One of the most important challenges to make a successful online investigation through self administered surveys is sam-ple design and quality:

1. What kind of sample is the most convenient?

2. How to access to internauts once a sample design has been defined?

These questions were shared by the team of AyerViernes with Netquest -company specialized in surveys and online consumers’ panels- with the expectative of defining an option that allows them to come as close as possible to the precise study of the experience of digital consumption of chileans.

Knowing the objective of the research, the size and the dis-tribution of internauts in Chile, it became clear that it was impossible to apply a simple random sampling, so that every one of the subjects had the same probability of being chosen

for the survey. Why? Simply because there isn’t a directory where all of the more than 8 million Chilean internauts are registered. Given this condition, the style of sampling more widely used on social and marketing investigation through internet is sampling by quota.

In this context, how would the internauts participating in the survey be selected?

Three alternatives followed:

• Publish banners in different high traffic digital media, inviting internauts to collaborate.

• Use social networks, so that contacts and contacts of the contacts (the social net) would answer the survey voluntarily.

• Invite the member of an online panel -group of indi-

PABLO SÁNCHEZ-KOHN

MASTER IN CONSUMER Behaviour

Business Development Manager LatAm at Netquest


viduals that have given their consent to become part of researches through the web- built exceeding the norms of quality of the World Association of Market Research (ESOMAR) to participate in the survey.

The proposition of Netquest was to apply the third option, to use an online panel, because the first two options carry biases highly documented on specialized literature (self-selection bias, in the case of advertising on websites, affi-liation bias in the case of social networks, among others)

WHAT DOES THIS MEAN FOR THE REPORT I'M DIGITAL 2011?In a few words: a sample where slants have been minimized. Therefore, all data recolected for the study turns clearer.

• Duration of questionnaire: 14.21 minutes.

• Analysis of results: analysis of the results was done by AyerViernes.

Note: additionally, it was included in the analysis the information from 150

surveys distributed through Facebook and Twitter, with the purpose of over-

represent the segment of early adopters. The diffusion of the survey on social

networks was done by AyerViernes.

• Methodology: quantitative. An online survey was made with a self-administe-

red questionnaire, directed to members of the Netquest consumers’ panel.

• Type of sample: Quota sampling.

• Universe: Individuals living in Chile, between 15 and 65 years.

• Size of the sample: 400 cases nationwide, distributed by sex and age according

to Internet penetration data from Subtel (*).

MALE 233 58

FEMALE 167 42

TOTAL 400 100

15-29 160 40

30-44 112 28

45-59 87 22

>60 41 10

TOTAL 400 100

SEX AGE GROUP

Technical Data

6. METODOLOGICAL FRAME

* Unit of the Telecom Chilean Ministry


2

3

15

46%

0%22%

43%

29%

MUESTRA

2

3

4 5 1

1%

0%

7%

58%

34% EARLY

ADOPTERS

1. AGE GROUPS1. Under 152. 15 – 293. 30 – 444. 45 – 595. 60 or more

7. APPENDIXCONSUMER BEHAVIOUR EXPERIENCE IN CHILE

(october 2010)

SAMPLE GROUP

27

7. APPENDIX


2

160%

40%2

157%

43% EARLY

ADOPTERSMUESTRA

2. SEX1. Male2. Female

SAMPLE GROUP

I'M DIGITAL 201128

7. APPENDIX

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

3. EDUCATION LEVEL

2

3

45

67 1

6%9%

3%

19%

23%

39%

MUESTRA

23

4

5

67 8 1

1%8%14%

56%

17% EARLY

ADOPTERS

1%3%

0%1%

8

1. Without studies2. Elementary school3. High school4. Technical college5. University6. Postgraduate courses7. Master8. PhD

SAMPLE GROUP

29

7. APPENDIX


1

2

3

456

7

8

6%

21%

14%

11%5%7%

24%

12%

MUESTRA

2

3

45

6

7

8 1

13%11%

7%

19%

19%8%

20%

3%

EARLY ADOPTERS

4. AVERAGE INCOME PER MONTH (*)1. US$ 332 or less2. US$ 333 – US$ 8323. US$ 833 – US$ 13544. US$ 1355 – US$ 18755. US$ 1876 – US$ 22926. US$ 2293 or more7. Don’t have any income8. Prefer not to answer

SAMPLE GROUP

* Minimum wage per month is established in US$372, according to Ministry of Labour of Chile

I'M DIGITAL 201130

7. APPENDIX


5. SINCE WHEN DO YOU USE THE INTERNET?1. Less than 1 year2. Since 1 - 2 years3. Since 2 – 4 years4. Since 4 – 6 years5. More than 6 years

2

3

4

5

1

12%

1%

14%

68%

MUESTRA

5%

4

5

321

5%

92%

0%0%

EARLY

ADOPTERS

3%

SAMPLE GROUP

31

7. APPENDIX


2

3

4

1

37%

7%

30%

MUESTRA

26%

2

3

4

1

18%

76%

5%

1%

EARLY ADOPTERS

6. HOW MANY HOURS DO YOU SPEND ON THE INTERNET PER DAY?1. Less than 1 hour2. Between 1 – 3 hours3. Between 3 – 6 hours4. 6 hours or more

SAMPLE GROUP

I'M DIGITAL 201132

7. APPENDIX


7. WHAT DO YOU DO ON THE INTERNET?


Check my e-mails 87%

Search for information (Google, Yahoo!, Bing) 87%

Socialize (Facebook, Fotolog, Twitter, etc.) 71%

Download files (music, movies, games, etc.)

Read news in electronic newspapers 68%

Listen to music

61%

Instant messaging /Chat

59%

Academic activities

52%

Watch photos

56%

Watch videos

53%

Check my bank account

47%

Work activities

47%

Games

46%

Content generation (upload photos and videos, write blogs)

44%

Make bank transactions

36%

Look for a job

33%

Pay bills

28%

Buy

28%

Participate in communities /forums

25%Read blogs

26%

Watch TV on the internet

25%

Read RSS feeds

18%

None of them

3%Other activities, which ones?

7%

0%

0 100

96%

95%

90%

80%

76%

70%

68%

70%

68%

67%

64%

64%

62%

60%

58%

43%

41%

32%

35%

26%

23%

18%

0%

1%

0 100

Socialize (Facebook, Fotolog, Twitter, etc.)

Check my e-mails

Search for information (Google, Yahoo!, Bing)

Read news in electronic newspapers

Instant messaging /Chat

Check my bank account

Work activities

Listen to music

Download files (music, movies, games, etc.)

Watch photos

Watch videos

Make bank transactions

Read blogs

Content generation (upload photos and videos, write blogs)

Pay bills

Academic activities

Read RSS feeds

Buy

Participate in communities /forums

Look for a job

Watch TV on the internet

Games

Other activities, which ones?

None of them

33

7. APPENDIX


8. WHICH ARE THE MAIN PROBLEMS THAT YOU HAVE DETECTED WHILE USING THE INTERNET?


Invasive advertisement 64%

Virus 61%

SPAM 56%

Too much advertisement 55%

Low speed 49%

Unreliable sources 46%

Phishing 30%

Lack of security 40%

Excessive exhibition of people’s private life 34%

Language barriers 21%

Incompatibilities with browser or operative system 18%

Incomprehensible sites 18%

Other problems, which ones? 2%

None of them 1%

0 100

0 100

Invasive advertisement 67%

SPAM 55%

Too much advertisement 51%

Unreliable sources 45%

Low speed 44%

Incomprehensible sites 29%

Virus 24%

Excessive exhibition of people’s private life 28%

Incompatibilities with browser or operative system 27%

Phishing 22%

Lack of security 21%

Language barriers 11%

Other problems, which ones? 3%

None of them 1%

I'M DIGITAL 201134

7. APPENDIX


9. WHICH OF THESE PHRASES REPRESENT YOUR FEELING ABOUT ONLINE ADVERTISEMENT?




I think it’s necessary

I don’t see it

It gives me an answer about what I’m looking for

None of them

38%

38%

22%

21%

21%

10%

3%



I don’t see it

I think it’s necessary


It gives me an answer about what I’m looking for

None of them

41%

38%

31%

26%

16%

6%

4%


35

7. APPENDIX


10. WHICH OF THESE ACTIVITIES DO YOU OFTEN DO IN SOCIAL NETWORKS?


Watch videos and photos on the internet 55%

Upload photos and videos on the internet 37%

Comment in blogs, forums, videos, photos 35%

Read blogs and other independent media 31%

Recommend sites, videos and apps to my friends 31%

Join groups / causes in the social networks 30%

None of them 16%

Communicate what I’m doing or thinking once a day, at least 30%

Save favorites under my own categories (tags) 26%

Manage / collaborate in a blog, site 15%

Rank products, videos. 11%

Communicate what I’m doing or thinking once a day, at least 70%

Recommend sites, videos and apps to my friends 67%

Read blogs and other independent media 64%

Watch videos and photos on the internet 64%

Comment in blogs, forums, videos, photos 51%

Upload photos and videos on the internet 51%

Save favorites under my own categories (tags) 48%

Join groups / causes in the social networks 45%

Manage / collaborate in a blog, site 36%

Rank products, videos. 24%

None of them 1%

I'M DIGITAL 201136

7. APPENDIX


11. WHICH OF THESE CHANNELS IS YOUR FAVORITE TO GET IN TOUCH WITH YOUR FRIENDS?

1. Facebook2. E-mail3. Messenger4. Phone5. Text messages6. Other, which one?7. Twitter

2

3

4

56 7 1

33%

17%

13%

MUESTRA27%

1%5%

4%

23

4

5

67

1

22%15%

28%

2%9%

12%

13%

EARLY ADOPTERS

SAMPLE GROUP

37

7. APPENDIX


12. THROUGH WHICH OF THESE DEVICES DO YOU OFTEN LISTEN TO MUSIC?

EARL

Y ADO

PTER

S

57% 53% 47%

MUES

TRA

60% 31%41%

SAMP

LE G

ROUP



YOUTUBE

ONLINE SERVICES LIKE GOEAR, GROOVESHARK, LASTFM, AMONG OTHERS.

SOUND SYSTEM

PORTABLE DEVICE (IPOD, FOR EXAMPLE)

I'M DIGITAL 201138

7. APPENDIX


13. IN GENERAL, ARE YOU WILLING TO PAY FOR ONLINE SERVICES? (RAPIDSHARE, FLICKR PRO, LASTFM, SKYPE)

1. Yes2. No3. I don’t know

2

31

17%

MUESTRA

25%

58% 2

3

145%

41%

14%

EARLY ADOPTERS

SAMPLE GROUP

39

7. APPENDIX


2

1

MUESTRA

21%

79%

2

1

94%

6%

EARLY

ADOPTERS

14. DURING THE LAST YEAR, HAVE YOU MADE A PURCHASE DECISION BY INFORMING YOU FIRST OF THE PRODUCT THROUGH THE INTERNET?

1. Yes2. No

SAMPLE GROUP

I'M DIGITAL 201140

7. APPENDIX


15. HAVE YOU EVER BOUGHT A PRODUCT ONLINE?

1. Yes2. No

2

1MUESTRA

37%

63%

2

1

89%

11%

EARLY

ADOPTERSSAMPLE GROUP

41

7. APPENDIX


16. WHICH ONLINE STORE DO YOU THINK OFFERS THE BEST CONSUMER EXPERIENCE?

41,4%14,4%

5,6%4,8%4,8%

AMAZON

FALABELLA

PARIS

EBAY

LAN

35,9%17,4%

9,7%4,8%4,8%

FALABELLA

MERCADO LIBRE

PARIS

AMAZON

DEREMATE

EARLY ADOPTERS

SAMPLE GROUP

I'M DIGITAL 201142

7. APPENDIX


17. WHY DO YOU THINK THAT STORE OFFERS THE BEST CONSUMER EXPERIENCE?

1. TRUST2. EASY TO USE3. VARIETY4. SECURITY5. INFORMATION6. SPEED7. PRICE8. PRESTIGE 9. PAYMENT METHODS10. INTELLIGENCE

1. EASY TO USE2. TRUST3. INFORMATION4. SPEED5. INTELLIGENCE6. SECURITY7. VARIETY8. PRICE9. PRESTIGE 10. PAYMENT METHODS


43

7. APPENDIX


18. WHILE GATHERING INFORMATION ABOUT A PRODUCT ON THE WEB, TO WHICH ELEMENTS DO YOU ASSIGN A HIGHER VALUE AT THE MOMENT OF PURCHASE?


Comparison with similar products 68%

Comments from other users 56%

Images 51%

Site description 40%

Recommendation from a friend 31%

User votes 26%

A description from an independent media or a blogger 17%

Videos 17%

Ranking of most demanded products 15%

Other 3%

None of them 1%

Comments from other users 77%

Comparison with similar products 57%

Images 52%

Recommendation from a friend 52%

A description from an independent media or a blogger 47%

User votes 39%

Site description 34%

Videos 30%

Ranking of most demanded products 26%

Other 3%

None of them 1%

I'M DIGITAL 201144

7. APPENDIX


19. HOW MANY ONLINE BUYS HAVE YOU DONE DURING THE LAST 3 MONTHS?

1. 12. 2 – 33. 4 – 54. 6 or more5. None

23

4

5 1

29%

24%

12%

MUESTRA10%

25%2

3

4

5

1

18%

39%

12%

14%

17%

EARLY ADOPTERS

SAMPLE GROUP

45

7. APPENDIX


20. WHAT KIND OF PRODUCTS HAVE YOU BOUGHT ONLINE?


Electronic devices 51%

Airline tickets / bus / train 37%

Technology 29%

Gifts 26%

Books / magazines 22%

Show tickets 20%

Home appliances 17%

Clothes

15%Furniture

15%

Music 14%

Food 13%

Games 13%

Other, which one? 13%

Financial products (loans, for example) 11%

Hotel reservations 11%

Web apps 9%

Movies 8%

Flowers or cards 5%

Vacation packages 4%

Car rental 1%

None of them 1%

Airline tickets / bus / train 60%

Electronic devices 57%

Show tickets 48%

Books / magazines 42%

Web apps 40%

Technology 39%

Hotel reservations 32%

Gifts

27%Clothes

26%

Music 22%

Food 21%

Home appliances 16%

Furniture 14%

Financial products (loans, for example) 14%

Games 14%

Flowers or cards 11%

Other, which one? 9%

Vacation packages 6%

Movies 5%

Car rental 4%

None of them 0%

I'M DIGITAL 201146

7. APPENDIX


21. POINT OUT WHICH OF THESE PROBLEMS HAVE YOU FOUND WHILE BUYING ONLINE


Didn’t have any problem

Failure to deliver on time

Haven’t received any feedback during the transaction

Incompatibilities with browser or operative system

Credit card was incompatible to the site

Lack of security conditions

Product features didn’t match the reality

Damaged product or in very bad conditions

Non delivery of the product

Credit card charges above the purchase price

Double charges

Other, which one?

Fraudulent uses of my credit card

36%

26%

26%

24%

19%

12%

11%

7%

5%

5%

4%

3%

0%

Didn’t have any problem

Failure to deliver on time

Credit card was incompatible to the site

Product features didn’t match the reality

Lack of security conditions

Haven’t received any feedback during the transaction

Double charges

Damaged product or in very bad conditions

Credit card charges above the purchase price

Incompatibilities with browser or operative system

Other, which one?

Non delivery of the product

Fraudulent uses of my credit card

53%

19%

13%

12%

8%

8%

6%

6%

6%

5%

5%

4%

1%

47

7. APPENDIX


22. WHICH OF THESE CHILEAN SITES DO YOU THINK OFFER THE BEST ONLINE CONSUMER EXPERIENCE?


Falabella 76%

LAN 39%

Paris 29%

Ripley 19%

Sodimac 14%

None 9%

Jumbo 9%

Easy 8%

Other, wich one? 7%

La Polar 5%

Líder 3%

Johnson's 2%

LAN 63%

Falabella 35%

Paris 12%

Jumbo 10%

Other, wich one? 9%

None 8%

Ripley 6%

Sodimac 4%

Easy 1%

La Polar 1%

Líder 1%

Johnson's 0%

I'M DIGITAL 201148

7. APPENDIX


23. WHICH OF THESE TRANSACTIONS HAVE YOU DONE ON THE INTERNET?


Bank transactions

Tax return

Basic services payment (electricity, water, gas, etc)

Cable television and telephony services payment

Legal proceedings

Loan applications

Highway bills payment

I haven't done any transaction on the internet

Other, which one?

60%

49%

48%

39%

26%

21%

21%

17%

4%

Bank transactions

Tax return

Basic services payment (electricity, water, gas, etc)

Cable television and telephony services payment

Highway bills payment

Legal proceedings

Loan applications

I haven't done any transaction on the internet

Other, which one?

80%

70%

64%

55%

33%

27%

18%

5%

4%

49

7. APPENDIX


24. WHY HAVEN’T YOU BOUGHT IN A ONLINE STORE YET?


I think it’s insecure, I feel I can’t trust in it

I haven’t needed it yet

I need to see what I’m going to buy

I’ve been told about bad experiences

I don’t know how to do it

I’ve tried, but I didn’t make it

Other reason, which one?

It’s more expensive

None of them

52%

39%

27%

20%

11%

7%

6%

4%

4%

I think it’s insecure, I feel I can’t trust in it


I need to see what I’m going to buy

I don’t know how to do it

I’ve been told about bad experiences

I haven’t needed it yet

I’ve tried, but I didn’t make it

None of them

It’s more expensive

32%

20%

16%

12%

8%

4%

4%

4%

0%

I'M DIGITAL 201150

7. APPENDIX


25. CONSIDERING SOME IMPORTANT EVENTS IN 2010 (EARTHQUAKE, MINERS’ RESCUE) WHICH OF THESE MEDIA DO YOU THINK HELPED YOU TO KEPT YOU INFORMED IN A MORE EFFECTIVE WAY?


Television

Radio

Online newspapers

Social networks (Twitter, Facebook)

Traditional newspapers

Online official media of the government

Blogs

None

75%

54%

53%

43%

26%

16%

6%

1%

Social networks (Twitter, Facebook)

Radio

Online newspapers

Television

Blogs

Traditional newspapers

Online official media of the government

None

84%

53%

49%

38%

11%

9%

9%

1%

51

7. APPENDIX


26. WHICH NEWS WEBSITE DO YOU THINK IS DOING IT BETTER ON THE INTERNET?


Emol

Terra

Lun

Bío-Bío

La Tercera

Cooperativa

None

Other, which one?

El Mostrador

ADN

La Cuarta

La Nación

La Segunda

Publimetro

La Hora

21%

17%

11%

10%

9%

8%

6%

6%

4%

4%

2%

1%

1%

0%

0%

Bío-Bío

Cooperativa

La Tercera

Emol

El Mostrador

Terra

Other, which one?

None

Lun

La Nación

ADN

La Cuarta

Publimetro

La Hora

La Segunda

22%

17%

16%

14%

13%

5%

5%

3%

2%

1%

1%

1%

0%

0%

0%

I'M DIGITAL 201152

7. APPENDIX


21

MUESTRA59%

41%

2

1

76%

24%

EARLY ADOPTERS

27. DO YOU OWN A SMARTPHONE (IPHONE, BLACKBERRY OR ANOTHER) OR HAVE YOU PLANNED TO BUY ONE IN THE NEAR FUTURE?

1. Yes2. No

SAMPLE GROUP

53

7. APPENDIX


28. DO YOU CONNECT TO THE INTERNET FROM YOUR MOBILE PHONE?

74%

NO26%


NO70%

30%YES

YES

I'M DIGITAL 201154

7. APPENDIX


29. WHICH OF THESE ACTIVITIES DO YOU OFTEN DO ON THE INTERNET FROM YOUR MOBILE PHONE?


Send / receive e-mails

Check my social networks (Facebook, others)

Search for information (weather, news, etc)

Search for maps (addresses, roads)

Surfing for fun

Chat services

Geolocalization

Upload and share photos

Financial services

Download / listen to music

Online games

Write / update blogs

Microblogging

Other activity, which one?

None of them

59%

56%

45%

44%

32%

31%

29%

27%

23%

23%

17%

13%

3%

3%

1%

Check my social networks (Facebook, others)

Send / receive e-mails

Search for maps (addresses, roads)

Search for information (weather, news, etc)

Geolocalization

Surfing for fun

Upload and share photos

Microblogging

Chat services

Write / update blogs

Financial services

Download / listen to music

Online games

None of them

Other activity, which one?

85%

83%

72%

63%

55%

50%

49%

48%

43%

25%

21%

20%

12%

1%

0%

55

7. APPENDIX


EARLY ADOPTERS

30. IN WHAT SITUATIONS DO YOU MOST OFTEN CONNECT TO MOBILE INTERNET?

40%

37%

34%

31%

29%

59%

48%

59%

44%

39%

SAMPLE GROUP

When I go from a place to another While I wait for

something or someone

At home





I’m always online / from everywhere

In case of an emergency

When I have some free time

I'M DIGITAL 201156

7. APPENDIX


21

MUESTRA56%

44%

2

136%

64%

EARLY ADOPTERS

31. HAVE YOU EVER PAID FOR DOWNLOADING APPS TO YOUR PHONE?

1. Yes2. No

SAMPLE GROUP

57

7. APPENDIX


32. WHAT KIND OF APPS HAVE YOU DOWNLOADED?


Games

Music

Entertainment

Social networks

Other app, which one?

Video

News

Weather

Financial information

Health

Sports

Travel

None of them

58%

40%

40%

25%

9%

7%

7%

7%

5%

4%

2%

0%

0%

Games

Social networks

Entertainment

Other app, which one?

Music

News

Sports

Travel

Health

Video

Weather

Financial information

None of them

22%

18%

12%

7%

6%

5%

5%

4%

3%

2%

2%

1%

0%

I'M DIGITAL 201158

7. APPENDIX


33. WHICH IS THE MAIN REASON WHY YOU DON’T CONNECT TO THE INTERNET FROM YOUR PHONE (MOBILE INTERNET)


It’s very expensive

I don’t need it

My phone can’t connect to the internet

I connected once, but I didn’t find it efficient


I tried but I didn’t make it, so I didn’t do it again

I don’t have a phone

31%

29%

21%

9%

6%

3%

2%

It’s very expensive

I don’t need it

My phone can’t connect to the internet

I connected once, but I didn’t find it efficient


I tried but I didn’t make it, so I didn’t do it again

I don’t have a phone

24%

11%

11%

3%

3%

1%

1%

59

7. APPENDIX


34. WHICH REASON DO YOU THINK WILL MOTIVATE YOU TO CONNECT TO THE INTERNET USING YOUR PHONE?


Lower rates

Nothing

Faster internet

More easy to use / more friendly mobile websites


More interesting mobile sites

51%

19%

13%

9%

6%

3%

Lower rates

Faster internet

More easy to use / more friendly mobile websites

Nothing

More interesting mobile sites


30%

7%

6%

6%

4%

3%

I'M DIGITAL 201160

7. APPENDIX


35. DO YOU FOLLOW ANY BRAND ON TWITTER OR FACEBOOK?

1. Yes2. No

(cc) 2011 AyerViernes S.A.

2

1

MUESTRA

26%

74%

2

1

75%

25%

EARLY

ADOPTERSSAMPLE GROUP

61

7. APPENDIX


36. WHICH BRANDS DO YOU THINK HAVE A GOOD PRESENCE ON THE SOCIAL NETWORKS?

ENTEL

COCA-COLA

MOVISTAR

FALABELLA

ADIDAS

ENTEL

MOVISTAR

LG

FALABELLA

BIO-BIO

1 1

2 2

5 5

3 3

4 4


I'M DIGITAL 201162

7. APPENDIX


21

MUESTRA49%

51%

2

137%

63%

EARLY

ADOPTERS

37. DO YOU FREQUENTLY PLAY VIDEO GAMES?

1. Yes2. No

SAMPLE GROUP

63

7. APPENDIX


38. WHERE DO YOU MOST OFTEN PLAY?


Online

Software installed in my computer

Playstation

Mobile phone

Wii

Other

Xbox

Nintendo DS

iPad

34%

25%

15%

10%

5%

5%

4%

0%

0%

Software installed in my computer

Online

Playstation

Mobile phone

Wii

Xbox

Other

iPad

Nintendo DS

24%

16%

16%

15%

15%

7%

5%

2%

0%

I'M DIGITAL 201164

7. APPENDIX


39. POINT OUT THE REGION WHERE YOU’RE LIVING


Región Metropolitana

Región de Valparaíso

Región del Bío-Bío

Región de Los Lagos

Región de Coquimbo

Región de La Araucanía

Región del Maule

Región del Libertador General Bernardo O’Higgins

Región de Tarapacá

Región de Antofagasta

Región de Los Ríos

Región de Magallanes y la Antártica Chilena

Región de Arica y Parinacota

Región de Atacama

Other

Región de Aysén del General Carlos Ibáñez del Campo

51%

10%

10%

5%

3%

3%

3%

3%

2%

2%

2%

1%

1%

1%

1%

0%

Región Metropolitana

Región de Valparaíso

Región del Bío-Bío

Región del Libertador General Bernardo O’Higgins

Región de La Araucanía

Región del Maule

Región de Aysén del General Carlos Ibáñez del Campo

Other

Región de Tarapacá

Región de Antofagasta

Región de Atacama

Región de Coquimbo

Región de Los Lagos

Región de Magallanes y la Antártica Chilena

Región de Los Ríos

Región de Arica y Parinacota

62%

24%

6%

1%

1%

1%

1%

1%

0%

0%

0%

0%

0%

0%

0%

0%

• Blog: www.erresese.com

• Flickr: www.flickr.com/ayerviernes

• Twitter: @ayerviernes

• Facebook: www.facebook.com/ayerviernes

Contact us:

[email protected]

Santiago de Chile +56-2-361 0505

Viña del Mar +56-32-215 6588

WHO ARE WE?AyerViernes is a Strategy and Design boutique dedicated to give digital solutions to encourage a better communication between brands and its audiences. If you want to know more about us, visit our website www.ayerviernes.com or follow us through these social networks:

AyerViernes is a partner company of:

I'M DIGITAL 201166

7. APPENDIX


I’m Digital 2011Consumer Behaviour Experience Report In Chile

Download for free the entire report in: soydigital.ayerviernes.com

Follow us on @soydigital

i'm digital 2011

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