Connected Life 2014

Connected Life 2014

© TNS 2014

Media fragmentation is often described as the biggest brand challenge of the digital age.digital age.

In reality, it’s the greatest opportunity.

© TNS 2014

Connected Life 2014

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Connect with your consumers on a whole new level

As consumers move across multiple channels and adopt more advanced devices, targeting becomes a more complex task.

Yet there is a pattern to this behaviour; consumers are selecting the device, channel or touch-point that’s selecting the device, channel or touch-point that’s right for them and the moment they are in.

Understanding these patterns allows the targeting of individuals and groups far more precisely and ultimately delivers against both long and short term marketing objectives with greater accuracy.

Connected Life delivers better decision making in a connected world.

© TNS 2014

Connected Life 2014

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11Study Positioning

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Connected Life 2014

Decision-making in a connected world

Informs decision-making throughout the digital activation process

And delivers a granular view on new opportunities

Connected Life offers breadth and depth of coverage

© TNS 2014

Connected Life 2014

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

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Connected Life 2014

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Connected Life at a glance

Connected Life delivers the market, category and user level data necessary to inform better decision-making throughout the digital activation process

What

WhoWho Regular internet users aged 16-65

Where 50 markets

When Fieldwork launched April, reporting July 2014

Connected Life 2014

© TNS 2014

Sample profile of ‘regular internet users’, (defined as using at least weekly), covering 50 markets around the world – more than 55.700 users listened to

Market Sample Methodology

Argentina 941 Offline

Australia 979 Online

Austria 988 Online

Belgium 969 Online

Brazil 963 Offline

Canada 971 Online

Market Sample Methodology

Mexico 951 Offline

Myanmar* 1000 Offline

Netherlands 988 Online

New Zealand 988 Online

Nigeria 1434 Offline

Norway 978 OnlineCanada 971 Online

China 1801 Offline

Colombia 473 Offline

Czech Republic 980 Online

Denmark 990 Online

Egypt 932 Offline

Finland 998 Online

France 968 Online

Germany 3930 Online

Ghana 994 Offline

Greece 499 Offline

Hong Kong 960 Online

Hungary 998 Offline

India 1658 Offline

Indonesia 956 Offline

Norway 978 Online

Philippines 952 Offline

Poland 979 Online

Portugal 495 Offline

Russia 973 Online

Saudi Arabia 967 Offline

Singapore 964 Online

Slovakia 982 Online

South Africa 974 Offline

South Korea 1311 Online

Spain 1948 Online

Sweden 2013 Online

Switzerland 981 Online

Taiwan 963 Online

Thailand 988 Offline

Connected Life 2014

© TNS 2014

Indonesia 956 Offline

Israel 988 Online

Italy 990 Online

Japan 996 Online

Kenya 1142 Offline

Malaysia 954 Online

Thailand 988 Offline

Turkey 993 Offline

UAE 947 Offline

UK 980 Online

US 1954 Online

Vietnam 980 Offline

Fieldwork period: March – June 2014

*Myanmar’s final sample size to be confirmedNB: Global data cited in this report represents 49 markets and excludes Myanmar

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Structure of insights

What’s the role of different digital media? What granular opportunities exist to meet specific brand objectives?

1 2 3 4

Role of digital in drivingBrand activation

� To what extent is onlineresearch and purchase prevalent in my category?

� What are the barriers and

Role of digital in increasing Brand awareness

� What do consumers use these devices for? What content or services do they access, why?

� What is the incremental reach

Role of digital in the overall Media Landscape

Research Questions

� What does the device infrastructure look like either locally or globally?

� What is the interaction

Role of digital in Brand building

� How do digital consumer behaviours, attitudes, needs and motivations change across categories?

How has the growing digital ecosystem impacted media habits?

What is the reach of digital platforms and channels?

How and why do consumers engagewith brands?

How digital is the path to purchase?

Connected Life 2014

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� 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?

� 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?

� 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 channels or routes of engagement are used?

� What content needs exist across categories?

� How does this compare across targets, categories and markets?

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Grocery (food and drink)

Instant Savoury Snacks, Soups and Ready To Eat Salads

Dairy (milk, cheese yoghurt)

Biscuits & Cakes

Sauces & Dressings

Cooked Meats (Pre-packed & Unpackaged)

Grocery (non-food cont.)

Cosmetics / facial care products

Skin care products

Hair care products

Personal hygiene products (Deodorant, Female hygiene)

Oral Care e.g. toothpaste, mouthwash

Reports and data are focused on owners / users of the following product categories

Automotive

Motorcycle

New car

Second hand car

BabycareCooked Meats (Pre-packed & Unpackaged)

Spreads

Bread

Breakfast Cereals

Ice Cream & Desserts

Frozen Food

Stocks & Oils

Rice & Pasta

Confectionery, snacks, treats

Confectionery (chocolates and other sweets)

Potato Crisps, Tortilla & Corn Snacks

Teas & Coffees & other hot drinks

Colas

Fizzy, Soft or Energy Drinks

Fruit Squashes and Cordials

Oral Care e.g. toothpaste, mouthwash

Cleaning/household products (bleach)

Laundry Detergents (fabric care etc)

Over-the-counter medicines (headache, indigestion, cough medicines)

Prescription medicines/Drugs (prescribed by a medical professional)

Pet Food

Technology

PC / Desktop / Laptop

Tablet

Mobile phone or smartphone

Camera (still & video)

TV (LCD, 3D, Plasma, LED etc.)

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

Holiday, travel and other

Clothes & shoes

Holiday/travel (e.g., airfares, accommodation)

Movies (DVDs or downloads)

Music (CDs or downloads)

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Fruit Squashes and Cordials

Ready-To-Drink Juices and Smoothies

Bottled Mineral Water (non flavoured)

Alcoholic Beverages*

Mixers for Alcoholic Drinks*

Tobacco/ cigarettes*

e-Cigarettes*

TV (LCD, 3D, Plasma, LED etc.)

White goods and home appliances

Software or apps (PC, Laptop, Tablet & Mobile)

10

Music (CDs or downloads)

*Included based on local regulations

Decision-making in a connected world

Informs decision-making throughout the digital activation process

And delivers a granular view on new opportunities

Connected Life offers breadth and depth of coverage

© TNS 2014 11

From strategy setting to tactical planning…

1. Identify 2. Activate 3. Optimise

Understand the market

Assess the category

Evaluate the target

Launch activation

Evaluation & optimisation

Understand the market; review the landscape to identify growth opportunities

Assess the category; which platforms and channels are used to engage, interact or research

Evaluate the user; determine consumer needs to direct content & connection strategy

Launch; develop digital activation framework, process & metrics for evaluation / KPIs

Optimise; evaluate pilots, test and learn, review and refine metrics & KPIs

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Scope of Connected Life

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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

Lo

w

influence

Hig

hD

igital in

fluence

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High Social engagement

LowSocial engagement

Social engagement

Lo

w

Dig

ital in

fluence

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Digital users segmentation: we plot the world’s digital users on a simple framework based on their level of digital influence and their level of social engagement

Digital influencedriven by access to digital channels

Lo

w

influence

Hig

hD

igital in

fluence

Connected Life 2014

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High Social engagement

LowSocial engagement

Social engagement driven by user attitudesto digital channels

Lo

w

Dig

ital in

fluence

5

…in order to measure the profile and size of digital users in each market

�Heavy reliance on digital & social media

� An Influencer in social media� Constantly connected through the

day, across multiple devices in many

�Heavy reliance on digital media but not that involved in social media

�Usage digital through the day, across multiple devices in many

Observers Leaders

Dig

itally E

ngaged Heavily digital

skewed, highly socially influenced

Socially influenced but low digital skew

Low digital consumption and social influence

Heavy digital skew but not socially influenced

�Heavy reliance on social media� A consumer of social (rather than an

influencer)�Not a heavy user of digital outside of

social

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

across multiple devices in many markets

�Use digital heavily in the decision path, but official not user content

Followers Hunters

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Socially influenced

social� Still consuming traditional media�Digital touchpoints not that prevalent

in the decision path

traditional media�Digital not prevalent in the

decision path

Decision-making in a connected world

Informs decision-making throughout the digital activation process

And delivers a granular view on new opportunities

Connected Life offers breadth and depth of coverage

© TNS 2014 16

Uncovering opportunities…To help you reach, engage and be more relevant to your audience

Re-enforce messaging through multiple channels

Be more efficient with an optimised media mix

Be more effective with contextual targeting

A consumer-centric approach to brand activation

Personalise content and tailor messaging to each segment

Take a consumer-centric approach to brand building

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1 Media consumption 5Research/purchase (online and offline)

2 6

The questionnaire covers eight question themes in addition to profiling and demographics

2 Device ownership 6 Respondent profiles

3 Digital activities 7 Category Touch points

4 Daypart usage 8 Future behaviour

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Media consumption provides behavioural context

Frequency / part of the day / time spent in using online and offline media:

� Internet / TV / Radio / Print newspaper / magazine

1 Media consumption

� Internet / TV / Radio / Print newspaper / magazine

The access to multiple channels changes TV watching habits

High TV consumption India

USAUK

SpainChile

Hong Kong

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Heavy online, Light TV

High online video Consumption

South KoreaGhana

Brazil

Poland

Heavy TV and online videoHeavy TV, Light online

Total time spent on media daily (hours)

Media consumption provides behavioural context

1 Media consumption

1,5

2,31,9

3,2

4,1 5,3

5

10

TV Radio Newspaper Online

Total time spent on media daily (hours)

Hours/day

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1,3 1,5 1,6 1,8 1,5

0,30,3 0,3

0,40,3

1,01,2 1,3

1,5

1,2

0

Local Segment 1 Segment 2 Segment 3 Segment 4

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Device infrastructure drives digital access

Current and likely future technology ownership:

� Computers, tablets, mobile phones, smart TVs

� Mobile phone brand/OS and tablet brand

2 Device ownership

� Mobile phone brand/OS and tablet brand

� Internet usage

9382

58 6150 45

29

Local

Feature phone Smartphone Tablet Laptop Desktop Cable internet WiFi at home

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9382

58 6150 45

29

Global

Feature phone Smartphone Tablet Laptop Desktop Cable internet at home

WiFi at home

Device infrastructure drives digital access

2 Device ownership

Total time spent online daily (hours)

1,3 1,5 1,6 1,8 1,50,3

0,3 0,3 0,40,3

1,01,2 1,3

1,51,2

2

4

6

8

10

via Mobile via Tablet via PC/laptop

Hours

/day

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1,30

Local Segment 1 Segment 2 Segment 3 Segment 4

Average number of devices owned

3.8 2.7 2.7 2.7 2.7

Growing digital ecosystems enable access to a wider and wider range of activities and services

Frequency engaging in various online activities:

� Sharing / consuming content / Social media (incl. networks used) / Brand interactions

3 Digital activities

6881

6545 37 35

Local

%

CommunicationSocial Entertainment Information seeking

Shopping Productivity

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80 75 75

44 42 45Global

Addressable media

Influence media

General activities

Increased access to multiple devices drives specialization, each device has a different footprint

3 Digital activities

22

20

25

15

7

11

How people are using different devices for different activities

22

20

15

7

1122

20

15

7

11

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25

Communication Social Entertainment Information seeking Shopping Productivity

2525

TabletMobile PC/ Laptop

Daypart usage provides a ‘day in the media life’ of a digital consumer

Media and devices used during the day:

� Time spent per device/medium

� Daypart segment where each device/medium was used

4 Daypart usage

� Daypart segment where each device/medium was used

� Activities for medium/daypart combinations

� Weekday/weekend quotas

39 34 28 30

39 41 40

52

25

26 30

26

3627

47 4245

23

31

51

17

Addressable media: News or entertainment

Influence media: Online shopping/ search

Addressable and Influence media: Social networking, blogging or on forums

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17 2210

22 20 25 26 2913 12

3322

39 34

30

28 30

25 3325

When I

wake up

Early

morning

Morning

commute

Late

morning

During

lunch

Early

afternoon

Late

afternoon

Early

evening

Evening

commute

During

dinner

Late

evening

In bed

before I go

to sleep

How traditional and online media are consumed throughout the day

4 Daypart usage

Total time spent daily

TV: 2.1 hours Newspapers: 0.5 hoursReach %

0

25

50

75

100

TV Radio Newspaper/Magazine Online

Online: 3.8 hoursRadio: 1.7 hours

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0

In bed

when I

wake up

Early

morning

Morning

commute

Late

morning

During

lunch

Early

afternoon

Late

afternoon

Early

evening

Evening

commute

During

dinner

Late

evening

In bed

before I go

to sleep

Product research/purchase: level of research conducted online differs by category

Path to purchase:

� Online/offline research / purchase by category

5Research/purchase (online and offline)

� Online/offline research / purchase by category

� Drivers and barriers toward online purchase

Technology

Willing to engage

with brands

Not willing to engage with brands

Cosmetics

Financial services

Research online

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with brandswith brandsCosmetics

Personal Hygiene

No online research

Markets move through the development funnel by addressing key barriers and drivers to eCommerce

5Research/purchase (online and offline)

Development funnelDevelopment funnelTo develop a market’s eCommerce proposition, key barriers must be addressed

Average level of eCommerce (%)

AccessDigital infrastructure / payment

TrustSecurity concerns, lack of trust

Price / choicePrefer offline

ExperienceDeveloped

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Kenya

Nig

eri

a

Ghana

Saudi Ara

bia

Thailand

Turk

ey

Vie

tnam

Taiw

an

Hungary

Egypt

Austr

ia

UAE

Arg

entina

Slo

vakia

Mala

ysia

Pola

nd

Chin

a

Hong K

ong

Russia

Mexic

o

Fra

nce

South

Afr

ica

Czech R

epublic

Neth

erl

ands

Port

ugal

Gre

ece

Fin

land

Isra

el

Sw

itzerl

and

Denm

ark

Norw

ay

Colo

mbia

Belg

ium

Japan

Germ

any

Sin

gapore

Spain

India

UK

Philip

pin

es

Bra

zil

New

Zeala

nd

Indonesia

Canada

Austr

alia

Italy

South

Kore

a

Sw

eden

US

Respondents profiling to understand who they are, what they do, who shops for what, etc…

Attitudes and behaviours:

� Attitudes to and usage of the internet / social media

6 Respondent profiles

� Entertainment, decision making, media consumption etc

Who they are

59%

41%

48%

51%

Age

Gender

What they do

Average number of devices owned

Time spent online daily (hours)

4.1 6.5

Followers Followers

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3,1 2,8 3,5 9,4

Mobile Tablet PC/Laptop Total online time

4.02,22,27,530

20 25

20

5 16-24 years

25-34 years

35-44 years

45- 54 years

55-65 years

%%

Younger consumers more mobile-centric

6 Respondent profiles

Total time spent online daily (hours)

1,3 1,5 1,6 1,8 1,5 1,5 1,5 1,0

0,30,3 0,3 0,4

0,3 0,3 0,30,2

1,01,2 1,3

1,51,2 1,2 1,2

0,82

4

6

8

10 via Mobile via Tablet via PC/laptop

Total time spent online daily (hours)

Ho

urs/

day

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1,3 1,5 1,6 1,8 1,5 1,5 1,5 1,00

Local Male Female 16-24 years 25-34 years 35-44 years 45-54 years 55-65 years

Average number of devices owned

3.8 2.7 2.7 2.7 2.7 2.7 2.7 2.7

7 Category Touch points

As a market becomes more digitally advanced, the number of touchpoints grow

Steps used in purchase path for specific categories:

� Information sources / How sources helped

� When brand decision is made / Post-purchase behaviour

Go to store

Post-purchaseDiscovering PlanningWho Deciding

16-34 year old wants to buy cosmetics

ItalyTotal no. of touchpoints used: 7

Went to brand website

Went online to find more information

Went toa brand websiteto narrow down selection

Read user reviews online

Buy online

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cosmeticsUsed a search engine to get ideas and inspiration

7 Category Touch points

What role do online channels play in the context of the path to purchase

27

27

25

Retailer website

User reviews

In-store

Global

Italy

Discovering

Purchase

Planning Deciding

%

%

%

%

%

%

27Retailer website

27

27

25

Retailer website

User reviews

In-store

27Retailer website

27

27

25

Retailer website

User reviews

In-store

27Retailer website

$

© TNS 201432

27

25

Retailer website

User reviews

In-store

27

25

User reviews

In-store

27

25

User reviews

In-store

What are the emerging consumer trends: device driven services

Awareness, usage and interest in trends such as:

� Quantified self / Asset light lifestyle / Wearable tech / Connected homes and cars

8 Future behaviour

Device driven services

Online2offline Services Using a 3D printer

The Quantified SelfMonitoring personal data such as your exercise, sleep or calorie consumption via an app or using a wearable device

Connected homeConnecting your home to other devices or the internet so you can control, for example, temperature, lighting or play music on a sound system, via your mobile or PC

Offline2online devices Using wearable technology (such as a Fitbit, smart watch or Google glasses)

Connected carConnecting your car to other devices so you can download apps or access online services through your vehicle, or control features on your car from your phone

%

Global Italy

The Quantified Self

Device and services82890 82 8 90

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% The Quantified Self

Connected Car

82

62

53

46

35

8

21

25

10

7

90

83

78

56

42

Offline2Online devices

Online2Offline devices

82

62

54

46

38

8

21

15

10

4

90

83

69

56

42

Connected Home

Usage Interest

What are the emerging consumer trends: device driven media and social services

8 Future behaviour

Social servicesDevice driven media

Level of adoption of new digital trends

Asset-light lifestyleUsing wearable technology (such as a Fitbit, smart watch or Google glasses)

MultiscreeningUsing multiple devices at the same time, e.g. using your mobile whilst watching TV

Sharing/P2P economyBuying or selling Bitcoins, participating in a peer-to-peer marketplace such as Airbnb, or Kickstarter, or lending to or borrowing from other individuals (rather than through a bank or building society)

Connected homeConnecting your home to other devices or the internet so you can control, for example, temperature, lighting or play music on a sound system, via your mobile or PC

new digital trends indicates the how open digitally consumers are.This is important because it indicates the potential success of digital innovation as well as show where there are new opportunities to connect with consumers.

% %

Social services

9082890

Global Italy

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% %Sharing/P2P economy

Social discovery

82

62

8

21

90

83

82

62

8

21

90

83

Asset-light lifestyle

Multi-screening

Device and media

82

62

8

21

90

83

82

62

8

21

90

83

Usage Interest

Core deliverables are aligned against key decision-making moments

Campaign planning

Data tools allow for immediate analysis to be run against different target groups or demographics

Campaign evaluation

The user segmentation can be added to any evaluation study as key breaks for analysis

Strategy setting

Customised workshops embed findings and accelerate digital understanding

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Customising deliverables and delivering in a workshop format enables actionable insights to be embedded within organisations

Strategy setting

Step 1Target defined as “Bought personal care products in last 4 weeks, aged 18-29”

Deep dive of output with TNS experts to uncover more insights

Strategy activation approach

weeks, aged 18-29”

Step 2Target appended to report.

50 43 36

64

Total Target X Target Y ROPO, 18-29

%

Step 3Reporting and workshopping structured around understanding the target.

� Customised local report and data to filtered to target group

� Activation workshop delivered in a collaborative format designed to:

� Accelerate internal knowledge

� Be the foundation for digital strategy setting

© TNS 2014

understanding the target.

ROPO, aged 18-29

Media consumption behaviour

� Act as anchor and fuel media planning strategy

Top 5 touchpoints used in P2P

Key purchase drivers at POS

36

The interactive data dashboard enables analysis to be run against multiple objectives and with different target groups

Campaign planning

This interactive data dashboard grants access to…

Example dashboard interface

� Graph view buttons to customise and compare data

� Flexibility of unlimited analysis customisation

� Built-in clustering algorithm to uncover more digital behavioural insights

� Census database to deliver reach metrics with the potential to impact media planning investment

� Value added planning tools that includes case studies and highlights of

� Cluster visualiser

© TNS 2014

�

includes case studies and highlights of real-world tactic successes

� A platform to re-mine data for different campaign planning decisions

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Our simple segmentation question battery allows it be easily linked to other studies or datasets

The short and simple segmentation tool means segments can be built-into to any campaign evaluation research, as well as the following

1I only go online

I use the internet constantly

Campaign evaluationSegmentation framework

evaluation research, as well as the following studies…

Trackers

U&A’s

Ad-hoc research

online occasionally

constantly throughout the day

2I only ever go online using one device

I go online using a range

of devices

3Rely on brand or retailer info when making decisions

Prefer information from social networks

or forums

4I hardly ever use social media

I spend a lot of my time online in social

© TNS 2014

social media time online in social media

5I never express my opinion on brands online

I often express my opinion on brands online

Mobile studies

38

Would you like to know more?

Gabriella Bergaglio

Digital Practice Lead

@: gabriella.bergaglio@tnsglobal.com

Mob. +39.334.60.91.720

© TNS 2014 39

Walter Caccia

Account Manager

@: walter.caccia@tnsglobal.com

Mob. +39.347.0066172