Digital Life is a study by TNS that identifies opportunities for businesses to grow through understanding online behaviors and attitudes. It is based on interviews with 72,000 people in 60 countries representing 93% of the global internet population. The study addresses key questions about reaching, engaging, activating, and converting digital users, consumers, advocates, and customers. It provides insights into these areas across 34 categories and 60 markets. The study aims to help businesses better understand strategic digital marketing opportunities through metrics like the Digital Growth Index.

1. Digital Life 2011
© TNS 2011

2. The Digital Life Proposition
Digital Life identifies opportunities
to grow your business, through a
precise understanding of human
attitudes and behaviours online
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Digital Life
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3. Based on in-depth conversations with 72,000
in 60 countries, representing 93% of the
global internet population
North America Europe Asia and Middle-East
Covered in 2010 & 2011 (47)
Canada Austria China
Mexico Belgium Hong Kong New for 2011 (13)
USA Czech Republic India
Denmark Indonesia
South America Estonia Israel
Argentina Finland Japan
Brazil France Malaysia
Chile Germany Pakistan
Colombia Greece Philippines
Peru Hungary Saudi Arabia
Ireland Singapore
Africa Italy South Korea
Egypt Luxembourg Taiwan
Ghana Netherlands Thailand
Kenya Norway Turkey
Morocco Poland UAE
Nigeria Portugal Vietnam
South Africa Romania
Tanzania Russia Australasia
Uganda Slovakia Australia
Spain New Zealand
Sweden
Switzerland
Ukraine
UK
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Digital Life
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4. With detail available across 34 categories
Writing / Reading
Research behaviour Purchase behaviour
brand comments
Confectionary, snacks,
Skin care Motorcycle Computer peripherals
treats
Hair care Alcoholic Beverages Credit cards Mobile phones
Personal hygiene Non Alcoholic beverages Insurance Mobile gadget
Oral Care Pet Food Banking products Camera (still and video)
Cleaning/household Tobacco/ cigarettes Music TV
White goods and home
Baby care Clothes & Shoes Movies
appliances
Over-the-counter Internet or Phone
Holiday/travel PC / Laptop / Tablet
medicines Services
Cosmetics / facial care
Prescription Medicines New car Food
products
Second hand car Software
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Digital Life
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5. Addressing the key questions that inform
strategic marketing investment
Reach the 'Digital User', understand:
Users What’s the reach, size, structure of the digital channel?
“I am online” Can I get my message to users in new markets?
How do I communicate with my target group?
Engage with the 'Digital Consumer', understand:
Consumers How are consumers interacting with brands online?
“I engage with
brands online” Should I build friends and fans on social networks?
What brand opinions are consumers forming through digital?
Identify & cultivate the 'Digital Advocate', understand:
Advocates What is the level and influence of buzz for my category?
“I tell others online
about brands” Who is talking about my category and who is listening?
What‘s the impact of negative conversation online?
Customers Convert the 'Digital Customer', understand:
“I use online What is the role of online and offline channels throughout the path-to-
prior to and for purchase, for researching and buying products?
purchase” How can I encourage my customers to purchase online?
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6. Some key insights…..
Digital Life
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7. Digital presents four clear opportunities
for brands to access different consumer
behaviours
Reach
1,938,059,098
people online in the 60 markets we covered
Engage
1,627,969,642 people on social networks with
767,471,403 building relationships with brands
Activate
846,931,826 write about brands whilst
1,391,526,432 read and are influenced by these
comments
Convert
1,577,580,106 people use Digital to research
products and services they go on to purchase
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Digital Life
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8. The size and nature of the opportunity will
differ by audience, category, or market
Global Netherlands
Internet
30% 88%
Penetration
% of internet users % of internet users
that: that:
Go online
daily
Are brand
fans on SN
Write about
brands online
Research
brands online
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Digital Life
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9. Delivering a need to summarise the
opportunity across these four areas
into a single indicator score - the
Digital Growth Index
Reach
Frequency, behaviours, motivations
Engage
Strengthen brand connection
Activate
Amplify positive buzz
Convert
Influence decision-making
A single KPI The Digital Growth Index
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Digital Life
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10. Markets are then mapped by looking at the
size of the online population (Internet
penetration) and the size of the opportunity
within that population (Digital Growth Index)
High Penetration, Low Index – High Internet High Penetration, High Index–
Utilise large reach, engage Penetration Major opportunity, invest
outliers heavily
Netherlands
South Korea
Low Growth High Growth
Index Index
China
Ghana Low Internet
Low Penetration, Low Index– Penetration Low Penetration, High Index –
Tap into latent demand, Drive growth through engaged
plan for future opportunity early adopters
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Digital Life
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11. Internet penetration is very high in the
Netherlands; however daily usage is low
compared to similar markets
Internet penetration (%)
Using daily (%)
Source [Internetworldstats; Digital Life] Base: Total Market Population; Min 500
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Digital Life
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12. Young people and males spend the most time
online in the Netherlands
Mean hrs spent online per “I worry that I spend too much
week for leisure purposes time on the Internet” (%)
15
15
14
13
16
16
15
16
12
Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top 2 box; 1001,505,496,99,73,186,235,222,186
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Digital Life
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13. Though Dutch involve themselves in many
activities when online, primarily
communication and entertainment
Share of time for
online activities Communication
in average
week (hrs)
Entertainment
Information
Management
Question: B2; DL activity time spend Base: All respondents; 1001
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Digital Life
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14. A high percentage of Dutch people use Social
Networks daily, however they are less keen
on befriending brands when online
% using social daily
Mean no. of brand ‘friends’
Source [Internetworldstats; Digital Life] Base: Total Market Population; Min 500
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Digital Life
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15. People across all age groups do not want to
be bothered by brands on social networks
Social Networks are a place where I don’t want to be bothered by companies/organisations
(%)
% Agree
Question: [B18]; [SNs are a place I don’t want to be bothered by companies/organisations] Base: [Social Network Users]; 798,389,409,94,69,164,183,160,128
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Digital Life
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16. However, they do believe that opinions
which they express online can have an
influence on brands
Posting comments online is an effective way to
influence companies
I expect companies to contact me if I write
something about them
(%)
I find it a scary thought that companies would
track what I write about them
% Agree
Question: [I8a]; [Attitudes to comments & reviews] Base: [All Writers]; 214
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Digital Life
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xx

17. Consumers are keen to read about brands
online, however they are less likely to
express their own opinion
% reading about brands
% writing about brands
Source [Internetworldstats; Digital Life] Base: Total Market Population; Min 500
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Digital Life
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18. Advocacy can impact on some categories
more than others, depending on how
involving the category is
High impact, low quantity – Most read Most advocated –
engage the influencers about Join the conversation
Least written Most written
about about
Low online chatter – Lots of noise, little interest –
drive engagement through Least read Track & respond to key
creative execution about messages
Question: [I5 (1 & 2)]; [Categories written/read about online]
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19. In the Netherlands, just over a quarter of
people say that reading a negative review
online will have an impact on their product
choice
Even a single negative review can have an impact on products I buy
(Top 2 Box Agree %)
Question: [I11][Attitudes to comments/reviews] Base: [All Readers];562,302,260,51,38,102,138,130,103
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Digital Life
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20. What can we do for you?
Digital Life
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21. Our deliverables
Global Report
What are the strategic themes within
digital that I have to be aware of?
Also available
Local Reports Website
What are the major digital How can I interact with the data and
opportunities available to me within share multimedia content online?
my market? www.tnsdigitallife.com
Bespoke Reports & Activation workshops
Analysis How do I immerse myself in the
What are the specific opportunities most relevant findings, and really
open to me within my category, embed the insights within my
region, or unique to my target group? business?
Data tools Digital Lifestyles
How can I best interrogate data to get How do I embed digital across the
to precise solutions to my business planning cycle through the use of
issues and target groups? digital typologies?
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Digital Life
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22. Your contact for the study
Clients remy.bleijendaal@tns-nipo.com
06-39570669
Find me @ LinkedIn Twitter
Press martin.warmelink@tns-nipo.com
06-53720496
Digital Life
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