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2015R 3 D I G I T A L E N S P I R E I N D E X
R3 DIGITAL ENSPIRE index2015 Q4
R3 DIGITAL ENSPIRE index2015 Q4
Q4
BRANDBRAND BRAND AWARENESS DIGITAL ENSPIREINDEX
2015 Q4RANKING
AWARENESS DIGITAL ENSPIREINDEX
2015 Q4RANKING
BRANDENGAGEMENT INVOLVEMENT ENGAGEMENT INVOLVEMENT
Methodology:Scope>55 brands, 17 categories (Carbonated, Tea, Auto,Personal electronics, Dairy, Infant formula, Sporting goods, Western style fast food, Haircare, Skincare, Cosmetics, Cocktail, Beer, Chocolate, Cookies, Chewing gum, Luxury), 188 ads.
Weights (based on impact of predictors on Purchase Intent)>Awareness = 0.3 Engagement = 0.6 Involvement = 0.1Regression Model of EnSpire Index = 0.3 * Awareness + 0.6 * Engagement + 0.1 * Involvement
Index Calculation>Awareness = Prompted targeted ad awareness Engagement = Overall Liking, Positive Impression of Brand, Fits Brand Involvement = Clickeability, Sharing, Looking up information about brand/product
Sampling>N=3,154 general consumers aged 18-45 years of age>City coverage: Tier 1: Beijing, Shanghai, Guangzhou, Shenzhen Tier 2: Wuhan, Nanjing, Hangzhou, Chengdu, Tianjin, Shenyang, Suzhou, Fuzhou, Ningbo, Qingdao, Xian, Zhengzhou, Chongqing, Jinan, Hefei, Changsha
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75.7
60.9
58.6
28.8
48.5
88.5
19.4
42.3
35.7
52.7
53.8
63.7
39.4
63.2
62.1
36.2
50.7
7.7
66.0
19.6
9.8
37.9
100.0
82.2
15.4
34.6
39.7
79.6
81.8
84.6
100.0
89.1
69.6
91.8
76.4
80.3
72.3
76.3
69.6
77.0
68.2
63.5
78.0
68.5
86.2
60.2
77.7
85.7
69.2
40.5
48.8
83.1
71.7
63.1
85.9
100.0
89.6
86.1
55.9
43.8
91.1
97.9
94.2
89.9
59.7
66.9
84.0
57.4
77.9
62.2
72.7
88.0
68.6
92.8
67.2
70.3
56.0
57.1
51.3
49.7
77.0
100.0
97.1
97.1
97.0
91.0
89.5
85.1
82.4
82.3
82.1
81.6
81.1
79.2
77.9
76.1
75.0
74.5
73.3
73.2
71.5
70.4
68.5
68.5
68.1
68.0
65.9
64.5
53.7
22.9
3.2
67.8
17.0
38.1
37.1
63.6
14.3
8.2
18.7
34.3
11.8
54.0
12.1
0.0
3.1
7.9
34.6
44.3
37.0
27.0
9.0
27.5
24.4
20.8
57.6
5.6
59.5
70.1
73.6
47.8
68.3
57.2
62.4
50.1
68.0
68.9
60.9
52.4
65.7
43.2
62.0
62.1
66.8
59.0
52.7
38.5
42.1
44.4
46.5
37.4
39.9
20.4
0.0
25.9
47.8
69.8
99.6
54.6
69.1
68.6
38.5
31.8
58.0
70.5
83.7
73.5
56.5
48.6
55.8
88.3
46.6
44.4
0.0
42.4
33.8
43.3
78.3
59.0
32.6
39.4
17.0
9.8
63.1
61.9
60.6
59.6
57.2
56.4
56.1
56.0
53.7
53.6
53.1
50.7
49.9
47.2
46.4
45.8
45.1
39.4
39.0
36.8
35.4
34.3
33.2
30.2
26.8
6.9
1.2
0.0
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