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

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?


4



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 helps us to understand participation in a range of online behaviours


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 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?


What does NZ’s digital landscape look like?

10


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%)


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%


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%


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


How does digital impact the classic brand funnel?

15


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


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


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


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


Digital technology offers the ability to easily communicate

about brands and products with friends and strangers across time

and space


Awareness Consideration Intent Comment Connect

Hence it is ever more important to create products and experiences people want to talk positively about



How is the NZ market segmented?

21


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


… 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


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%)


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


Tendency to purchase online is also staggeringly different

4%

16%

10%

1%

3%

22%

Daily participation in online shopping


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


How can you access Digital Life insights?

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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


For more information contact your account lead or for general enquiries

please contact Emma Eichbaum

visit www.tnsdigitallife.com

http://www.tnsdigitallife.com/

tns new zealand presents digital life

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