TNS Italia Connected Life 2014 · Confectionery, snacks, treats Confectionery (chocolates and other sweets) Potato Crisps, Tortilla & Corn Snacks Teas & Coffees & other hot drinks
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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
2
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
4
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
5
Connected Life looks at the ‘regular internet users’ in 50 markets around the world
© TNS 2014
Connected Life 2014
6
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
6
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
© TNS 2014
� 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?
17
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)
© TNS 2014
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
© TNS 2014
Scope of Connected Life
12
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
© TNS 2014
High Social engagement
LowSocial engagement
Social engagement
Lo
w
Dig
ital in
fluence
13
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
© TNS 2014
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
© TNS 2014 15
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
© TNS 2014 17
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
© TNS 2014
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
© TNS 201419
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
© TNS 2014
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
20
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
© TNS 201421
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
© TNS 201422
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
© TNS 201423
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
© TNS 201424
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
© TNS 201425
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
© TNS 201426
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
© TNS 201427
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
© TNS 201428
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
© TNS 201429
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
© TNS 201430
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
© TNS 201431
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
© TNS 201433
% 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
© TNS 201434
% %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
© TNS 2014 35
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
37
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
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