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Demystifying Consumers
Berit Puggaard, Associate Director, TNS Gallup




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     Demystifying Consumers
Agenda for today




         Describing the Digital World




            Uncovering Opportunities


                                        2
   Demystifying Consumers
Describing the Digital World




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Demystifying Consumers
http://discoverdigitallife.com/       4

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Demystifying Consumers
5

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Demystifying Consumers
http://discoverdigitallife.com/       6

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Demystifying Consumers
http://discoverdigitallife.com/       7

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Demystifying Consumers
The Digital Age …:



        “Nu arbejder vi jo ikke i sandhedsbranchen som
          sådan. Vi arbejder i informationsbranchen.”
                                           Jeppe Nybroe, DR




                                                              8
    Demystifying Consumers
Describing the world’s digital life…

                                      HIGH
   Internet is commoditised        CONSUMPTION       Internet is pivotal
   Makes my life more efficient                    Is the centre of my life




     LOW                                                               HIGH

  INVOLVEMENT                                                      INVOLVEMENT




    Internet is functional                        Internet is aspirational
                                      LOW        Helps me achieve my goals
    It helps me to be productive
                                   CONSUMPTION



                                                                              9
     Demystifying Consumers
…charting market development

                                          HIGH
   Internet is commoditised            CONSUMPTION                Internet is pivotal
   Makes my life more efficient                                 Is the centre of my life
                   Developed Markets                 Emerging Markets



     LOW                                                                            HIGH

  INVOLVEMENT                                                                   INVOLVEMENT




      Internet Penetration                                              Internet Penetration
      Netherlands: 89%                                                             India: 7%

    Internet is functional                                     Internet is aspirational
                                          LOW                 Helps me achieve my goals
    It helps me to be productive
                                       CONSUMPTION



                                                                                       10
     Demystifying Consumers
Uncovering Opportunities


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Demystifying Consumers
Are brand messages accepted on social media?



        Attitudes to brand interaction on social media across countries




% actively               48        42
looking for    29                            33        31
                                                                 23
brands                                                                    14   9
                         9         13                  12
               22                            23                           17
% who find                                                       29            26
brands
intrusive




                                                                                    12
        Demystifying Consumers
Aligning to consumers’ path to purchase will reduce the
chances of intrusive contact

               Attitudes to brand interaction within activities




 % actively
looking for
    brands

 % who find
     brands
   intrusive




                                                                  13
       Demystifying Consumers
Once upon a time...




                             Mass Media




                                           In-store
                                          Purchase


  Shopper




                                                  14
    Demystifying Consumers
...then along came the internet

              Manufacturer Sites
                                       In-store sales
                                                               Blogs
                                       people                                    In-store
                                                                                 Purchase




Shopper

                                                               Instore
                                                   E-tailers   Media
                Search sites       Video                                         Online
                                                                                 Purchase




                 Social                    Mass
                 Networks                  Media
                                                                     Friends &
                                                                     Family



                                                                                      15
    Demystifying Consumers
...even within one of these touchpoints, consumers may be
fulfilling multiple needs




                                                       16
    Demystifying Consumers
Multimedia integration is the next step for
social network users



           Stream music /         Download    Upload video /
                video              media              music




                                                     17
    Demystifying Consumers
Messaging are the key components of social media activity.
Multimedia aspects are still only performed at very low levels.

     % doing social media activity daily




I5: Social media activities
Bases: All respondents 3012                                       18
          Demystifying Consumers
Nearly a third (29%) of consumers have engaged with brands via
comments on social networking sites.
           Brand Activities on Social Media

                     16% Talking
              (Written positive or
           negative comments about
                    brands)



                  21% Listening
            (Viewed user comments
                 about brands)



                   71% Inactive
             (Does not read or write
            comments about brands)



N14: Brand activities on social media
Bases: Social networkers 2355                             19
           Demystifying Consumers
Under 20‘s are the most active sub-group in discussions on
brands.

          % Brand Activities on Social Media




       Global           Denmark               Male               Female   16-20   21-24   25-34   35-44   45-60




N14: Brand activities on social media
Bases: Social networkers 40819 / 2355 / 1148 / 1207 / 88 / 188                                             20
            Demystifying Consumers
/ 557 / 664 / 858
Consumer insight can help to identify touchpoints by mission
                                 % used touchpoint for researching automobiles




              70%                                                          Online
  online sources to research their                                       touchpoints
             purchase




                                                                           Offline
              37%                                                        touchpoints

  used offline sources to research
           their purchase


                                                                                   21
    Demystifying Consumers
To summarise...


                                       Opportunity for brands which can
    ‘Digital’ is transforming lives
                                          provide consumer utility



  Reaching the digital consumer is      Consumer receptiveness to brand
    not straightforward or easy       communications depends on mission




    Proliferation of touchpoints          Ensure they work together




  But many universal truths remain    Understand your consumer and put
             the same                  them at the heart of what you do


                                                                          22
Demystifying Consumers
Berit Puggaard, Associate Director, TNS Gallup




                                                 23
     Demystifying Consumers

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Hkd2 cph berit_puggard_tns_demystifying_consumers

  • 1. Demystifying Consumers Berit Puggaard, Associate Director, TNS Gallup 1 Demystifying Consumers
  • 2. Agenda for today Describing the Digital World Uncovering Opportunities 2 Demystifying Consumers
  • 3. Describing the Digital World 3 Demystifying Consumers
  • 4. http://discoverdigitallife.com/ 4 4 Demystifying Consumers
  • 5. 5 5 Demystifying Consumers
  • 6. http://discoverdigitallife.com/ 6 6 Demystifying Consumers
  • 7. http://discoverdigitallife.com/ 7 7 Demystifying Consumers
  • 8. The Digital Age …: “Nu arbejder vi jo ikke i sandhedsbranchen som sådan. Vi arbejder i informationsbranchen.” Jeppe Nybroe, DR 8 Demystifying Consumers
  • 9. Describing the world’s digital life… HIGH Internet is commoditised CONSUMPTION Internet is pivotal Makes my life more efficient Is the centre of my life LOW HIGH INVOLVEMENT INVOLVEMENT Internet is functional Internet is aspirational LOW Helps me achieve my goals It helps me to be productive CONSUMPTION 9 Demystifying Consumers
  • 10. …charting market development HIGH Internet is commoditised CONSUMPTION Internet is pivotal Makes my life more efficient Is the centre of my life Developed Markets Emerging Markets LOW HIGH INVOLVEMENT INVOLVEMENT Internet Penetration Internet Penetration Netherlands: 89% India: 7% Internet is functional Internet is aspirational LOW Helps me achieve my goals It helps me to be productive CONSUMPTION 10 Demystifying Consumers
  • 11. Uncovering Opportunities 11 Demystifying Consumers
  • 12. Are brand messages accepted on social media? Attitudes to brand interaction on social media across countries % actively 48 42 looking for 29 33 31 23 brands 14 9 9 13 12 22 23 17 % who find 29 26 brands intrusive 12 Demystifying Consumers
  • 13. Aligning to consumers’ path to purchase will reduce the chances of intrusive contact Attitudes to brand interaction within activities % actively looking for brands % who find brands intrusive 13 Demystifying Consumers
  • 14. Once upon a time... Mass Media In-store Purchase Shopper 14 Demystifying Consumers
  • 15. ...then along came the internet Manufacturer Sites In-store sales Blogs people In-store Purchase Shopper Instore E-tailers Media Search sites Video Online Purchase Social Mass Networks Media Friends & Family 15 Demystifying Consumers
  • 16. ...even within one of these touchpoints, consumers may be fulfilling multiple needs 16 Demystifying Consumers
  • 17. Multimedia integration is the next step for social network users Stream music / Download Upload video / video media music 17 Demystifying Consumers
  • 18. Messaging are the key components of social media activity. Multimedia aspects are still only performed at very low levels. % doing social media activity daily I5: Social media activities Bases: All respondents 3012 18 Demystifying Consumers
  • 19. Nearly a third (29%) of consumers have engaged with brands via comments on social networking sites. Brand Activities on Social Media 16% Talking (Written positive or negative comments about brands) 21% Listening (Viewed user comments about brands) 71% Inactive (Does not read or write comments about brands) N14: Brand activities on social media Bases: Social networkers 2355 19 Demystifying Consumers
  • 20. Under 20‘s are the most active sub-group in discussions on brands. % Brand Activities on Social Media Global Denmark Male Female 16-20 21-24 25-34 35-44 45-60 N14: Brand activities on social media Bases: Social networkers 40819 / 2355 / 1148 / 1207 / 88 / 188 20 Demystifying Consumers / 557 / 664 / 858
  • 21. Consumer insight can help to identify touchpoints by mission % used touchpoint for researching automobiles 70% Online online sources to research their touchpoints purchase Offline 37% touchpoints used offline sources to research their purchase 21 Demystifying Consumers
  • 22. To summarise... Opportunity for brands which can ‘Digital’ is transforming lives provide consumer utility Reaching the digital consumer is Consumer receptiveness to brand not straightforward or easy communications depends on mission Proliferation of touchpoints Ensure they work together But many universal truths remain Understand your consumer and put the same them at the heart of what you do 22
  • 23. Demystifying Consumers Berit Puggaard, Associate Director, TNS Gallup 23 Demystifying Consumers