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description
www.discoverdigitallife.com
Contents
What makes this a landmark study?
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Methodology
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Digital Headlines
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What makes this a
landmark study?
Welcome to Digital Life
Digital is our future, just as it is yours. We’ve therefore invested
significantly to bring you the largest and most comprehensive
study of the global digital consumer, ever.
Digital Life covers 46 markets, utilises cutting edge techniques
that uncover digital behaviours, and expert analysis to
understand the attitudes and needs that drive them. Digital Life
can offer both a lens on the digital world, and the frameworks
required to make actionable business decisions within it. It can
be used to drive global strategies or inform local tactics.
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be used to drive global strategies or inform local tactics.
Pedro RosCEO, TNS
Jordi FerrerGlobal Head of Digital, TNS
Welcome to Digital Life
Welcome to the discovery of how
the world lives online
What makes this a landmark study?
Truly global That goes ‘Beyond To address critical
5
Truly global
coverage
The first study of its kind to
interview almost 50,000
consumers in 46
markets, including all BRIC
and most N-11 economies
That goes ‘Beyond
Behaviour’
People are not made of
numbers, pageviews, or clicks. They
are made of
attitudes, needs, motivations.
Uncovering these offers a holistic
view on the digital world
To address critical
business issues
The study provides a framework for
the strategic and tactical
deployment of marketing
resources across channels and
platforms, geographies and
targets
Digital Life covers 46 markets and 88% of the global internet population
More than twice as many markets as any other study of its kind
6
Latin
America
North
America
Sub-
Saharan
Africa
Middle
East &
N. Africa
North &
West
Europe
South &
East
Europe
Developed
AsiaEmerging
Asia
China India
Digital Life combines the best of established and cutting-edge
approaches in data collection
Exhaustive questionnaire
coverageIncluding projective and direct
questioning
7
Clickstream data
collection in 5 key
marketsRepresenting 45% of the
global internet population
Methodology
Segmentation Modelling,
The Engagement Score & The
Activities
Sampling & Weighting
Methodology
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9
Activities
Click Stream & Other Data
Sources
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Critical questions investigated
The sample frame was designed to reflect the
population of frequent online users in each
market. Online Sample was provided by
Lightspeed’s international consumer
panels. Some local providers were also used
where necessary.
Quotas were applied to the following data points at a country level:
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Sampling & Weighting
10
Quotas were applied to the following data points at a country level:
Age : Gender : Internet Usage : Occupation : Region : Income
Country data was then weighted so that each market correctly represents the
proportion of the global internet population within the study sample*.
Weighting was applied to ensure the correct sample profile for each market.
European online population statistics were drawn from the Eurobarometer
study data from 2009. All non-European online population statistics were sourced
from local census data or equivalent.
*Population data sourced from Internet World Stats 2009.
46 markets; 48804 respondents; Interviewing June/July
2010
Data Collection: Online: Offline:88% of the global internet population*
North America: USA, Canada
Europe: UK, France, Germany,
Belgium,
Netherlands, Luxemburg, Austria,
Sweden, Norway, Denmark,
Finland, Spain, Italy, Portugal,
Greece, Turkey, Israel, Russia,
Poland, Estonia
Developed Asia: Japan, South
Korea, Hong Kong, Singapore,
Sampling & Weighting
11
Korea, Hong Kong, Singapore,
Australia
China: China (Urban Tier 1-3)
India: India
Emerging Asia: Indonesia,
Vietnam, Thailand,
Philippines, Malaysia
Latin America: Mexico, Brazil,
Argentina
Middle East & N Africa: Saudi
Arabia, UAE, Egypt, Morocco
SS Africa: South Africa, Kenya,
Uganda, Tanzania, Nigeria
Population data sourced from Internet World Stats 2009.
USA:1595
CAN:1000
IDN:1500
THA:985
PHL:1000
MYS:994
GBR:1595
FRA:1001
DEU:1022
BEL:1047
NLD:1015
LUX:1021
AUT:712
SWE:1083
NOR:1008
DNK:3012
FIN:1004
ESP:971
ITA:1018
PRT:948
GRC:524
TUR:1003
ISR:1007
RUS:1999
POL:998
EST:951
CHN:2023*
Sampling & Weighting
12
NAM:1507
LAM:2652
EUROPE:23,017
MEA:6857
ASIA:13771
IND:1192
MEX:900
ARG:617
BRA :1103
UAE:729
SAU:964
EGY:1072
MAR:280
KEN:811
UGA:501
TZA:500
NGA:1000
ZAF:1000
KOR:1007
JPN:1514
HKG:948
SGP:1002
AUS:1004
MYS:994
VNM:602
FIN:1004 CHN:2023*
Population data sourced from Internet World Stats 2009.
*Urban China (Tier 1 – Tier 3 Cities)
Sample Profile: Portugal
Methodology: CAWI interviews conducted in June and July 2010
N = 948
Gender I Age I Region I Occupation I Income I
Sampling & Weighting
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*I = Interviews
Male 484 16-20 97 Norte 273 Employed 575 High 298
Female 464 21-24 209 Centro 205 Home Duties 10 Medium 195
25-34 230 Lisboa 430 Student 206 Low 128
35-44 269 Alentejo 17 Retired /
Unemployed
112
45-60 143 Algarve 23
Demographics
Data
dimensions
1
Digital
Segments
Golden
questions
Segments were created to include multiple dimensions and reflect
behaviours, needs & lifestyle
Segmentation Modelling,
The Engagement Score & The
Activities
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Attitudes &
Needs
Internet Usage
Activities
K-m
eans clustering
Discriminant analysis
Canonical correlations
2
3
To ensure all domains drive the results, the segmentation was based on the
relationships between different classes of variables.
1. All variables are subjectively classified as Outcomes or Explanatory variables.
2. Links are established between these two sets of variables, using canonical
correlation. This exposes dimensions representing links between sets of variables.
3. These canonical factors (rather than individual variables) are used as input to the
segmentation.
Segmentation Modeling: Process 1
Segmentation Modelling,
The Engagement Score & The
Activities
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Behavioural
Outcomes
Explanatory
Variables
etc.
Canonical Factor 1
e.g., Characteristics of online
social influencers
Canonical Factor 2
e.g., How technology choices
impact perceptions of status
Canonical Factor 3
e.g., Role of online attitudes in
preference PC vs. mobile online access
Generate ClustersHow many segments?
Generate ClustersHow many segments?
Create Canonical FactorsWhich variables are included?
Which are explanatory vars and which are outcomes?
How many canonicals (factors)?
Create Canonical FactorsWhich variables are included?
Which are explanatory vars and which are outcomes?
How many canonicals (factors)?
Refine until
optimal
Segmentation Modeling: Process 2
Segmentation Modelling,
The Engagement Score & The
Activities
16
How many segments?
How to weight each of the domains?
How many segments?
How to weight each of the domains?
optimal
solution
achieved
Profile the SegmentsAre differences meaningful?
Make sense globally and in all countries?
Easily describable?
Sharp differences in online behaviours and attitudes?
Satisfy the needs of all stakeholders?
Profile the SegmentsAre differences meaningful?
Make sense globally and in all countries?
Easily describable?
Sharp differences in online behaviours and attitudes?
Satisfy the needs of all stakeholders?
• During the development of the segments, the 46 countries were represented in their
target proportions – so that countries with more populous online usage have a greater
contribution than that of smaller countries
• Controls were taken to minimize potential confounds of regional differences in scale
usage/bias
• An 11 segment solution has been developed and represents an optimal global solution
with good differentiation among segments within every country. However, for ease of
use, a consolidated 6 meta-segment solution (in which there is logical collapsing among
Segmentation Modeling: Considerations
Segmentation Modelling,
The Engagement Score & The
Activities
17
the 11 segments) is provided.
• The segmentation analysis included hundreds of variables (behaviours, attitudes,
needs, lifestyles, and demographics) in order to produce segments that are actionable
on a number of levels and dimensions. New respondents can be classified into the 11
segments (and/or 6 meta-segments) using a short battery of 4 sets of questions (in addition to age and gender), that takes about 3-4 minutes for respondents to complete.
How often I use the internet
Hours online by activity
How often I do each activity
(Behavioural Score)
The overall Engagement Score gives a The overall Engagement Score gives a
simple onesimple one--number guide to the strength number guide to the strength
of the onof the on--line relationship within the online line relationship within the online
population of a country or within any subpopulation of a country or within any sub--
group. group.
The Behaviour and Attitude score can then The Behaviour and Attitude score can then
be used to diagnose the situation within be used to diagnose the situation within
individual countries or segments.individual countries or segments.
The Behaviour and Attitude score can
then be combined into the overall
“Engagement Score”
Engagement Scores
Segmentation Modelling,
The Engagement Score & The
Activities
18
(Attitudinal Score)
(Engagement Score)
Attitudes to using the Internet
Attitudes to Digital Communication
Platforms
Thus in some countries attitudes are very Thus in some countries attitudes are very
positive, but access is limited resulting in positive, but access is limited resulting in
an overall Engagement score lower than an overall Engagement score lower than
that of more wealthy countries where that of more wealthy countries where
access is easier and where both attitudes access is easier and where both attitudes
and behaviour are strong. and behaviour are strong. Many of the Many of the
more developed countries have lower more developed countries have lower
behaviour and attitude scores, and hence behaviour and attitude scores, and hence
a lower Engagement score, because a lower Engagement score, because
usage is so usage is so ubiquitous that it includes that it includes
many peripheral, passive users.many peripheral, passive users.
Sub-indices weighted for
main index dependent on
requirement
Click Stream Data Collection
Who was measured? Panellists of Click Stream measurement panels in
each market US, UK, France, Germany and China. Each panellist has a
piece of software installed on their home computer to record all of their
internet browsing activity.
What was measured? Consumers’ online behaviour via automated tracking;
their offline behaviour, attitudes, intentions and motivations were measured
via the survey element asked of the same respondents and during the same
Click Stream & Other Data Sources
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timeframe.
What surfing behaviour is measured? Consumers’ natural surfing
behaviour was measured during the course of a four week period
How can I use the data? Consumers’ natural surfing behaviour is merged
with survey data to provide actionable insight. For example understanding the
top sites that a segment might visit as an aid to media planning.
Click Stream Data Collection Method
Installs meter to
browser
Panellist sent meter
download invitation
User behavioural data
collected sent to
collection servers
Downloading…
75% Complete
Click Stream & Other Data Sources
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Accepts & Qualifies
Disqualified
“Do Not Qualify” Points Received
Qualified
Points Received
Lightspeed
Panellists
In addition to standard survey data the following external data sources were used as part of this report:
Click Stream data : This was collected across five markets, please see above section for full details
Internet World Stats.com : Internet penetration figures and internet population figures used to produce the country weights were sourced from this site. The end sources for those numbers are a follows: Demographic (Population) numbers are based on data from the US Census Bureau. Internet usage information comes from data published by
External Data Sources
Click Stream & Other Data Sources
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from the US Census Bureau. Internet usage information comes from data published by the International Telecommunications Union, local Regulators, and other reliable sources
Alexa.com : a web traffic data reporting site.
GTI : Is a global syndicated annual tracking project run by TNS
Eurobarometer : is a series of offline surveys regularly performed on behalf of the European Commission since 1973. It produces reports of public opinion of certain issues relating to the European Union and EEA. The study is conducted by TNS
The internet has grown at a fantastic pace over the past decade, thanks in part to the ease of use of
the world-wide-web and more recently web 2.0 / social media phenomena.
We are now entering a new era of development, as the internet continues to spread across all corners of the
globe, across different platforms, serving different consumer activities and their underlying needs.
For business leaders, digital is becoming an ever more significant part of overall company strategy. It is
essential to have a comprehensive and authoritative global insights source to support this decision making.
For this reason TNS have structured the project to support decision making at three levels:
Critical questions investigated
22
Macro-market understanding
Identifying Brand opportunities
Targeting consumer needs and aspirations
Analysis in this report covers :
Further details: www.discoverdigitallife.com or contact your local TNS representative.
Regions Digital Activities Digital Segments
Critical questions investigated
1. Developing a digital strategy
2. Platforms to focus on
3. Where to focus investment
What is the state-of-play in
the digital landscape?
How do we maximise 1. Which communication channels
Business Applications:
Critical questions investigated
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How do we maximise
opportunities with the
digital consumer?
How and to whom do we
tailor the message?
1. Which communication channels
2. Viable social media strategies
3. Selecting the most effective touchpoints
1.Formulating different strategies for
different consumers
2.Targeting the needs of different digital
consumer groups
A guide to the Digital Life activities
Personal email account. Checking
inbox, writing and composing email
messages
Connecting and sharing with others
online, uploading pictures to a photo
sharing site or internet dating
Source general information & learn
online. Includes: ‘googling’ online
encyclopaedias and self educating
online etc
Browsing for things to buy online or
offline; e.g. consumer reviews,
websites, search engines
Keeping up to date with current
affairs, sports, culture and the
weather
Specialty websites that help you
pursue your personal interests &
hobbies or a blog/forum you read or
write
24
Digital activity groupings formed following extensive qualitative
research amongst digital users.
Games you play on or via the
Internet, either single-player games
or multi-player games (not via a
console)
online etc
Planning & organising your life
online, including journey planners,
using maps services
Using internet banking, paying or
checking your bills, topping up
mobile phone/travel cards, doing tax
return etc
Purchasing online, whether it be
groceries, cinema
tickets, clothing, gifts, flights or
services
write
Watching video, listening to music or
radio streaming or watching on-
demand TV programs
Digital Headlines
5 Digital Headlines
Digital is big; Once adopted it becomes the world’s most frequently used
media channel
Digital is fragmented; it’s used for a range of activities from communication
to entertainment to information to personal management
Digital is designed with the user, and not the advertiser in mindDigital is designed with the user, and not the advertiser in mind
Social networkers connect far more with each other than with brands
Digital is interactive; Offering content, experiences and conversation may
generate buzz
Digital is an influential part of the 'Path to Purchase'; Consumers are
most open to brands when shopping / browsing
Picture
Digital is big
Once adopted it
becomes the world’s
27
Picturebecomes the world’s
most frequently
used media channel
Digital is big; Once adopted it becomes the world’s most frequently used media channel
% Using at least once a day % using at least once a day –
Portugal (Global)
74
84
TV
Digital
S5: How often access / i10: Usage of offline media
Base: All respondents 48804
28
17
29
59
Magazine
Newspaper
Radio
Country % Country % Country % Country %
1.Egypt 56% 13.Italy 47% 25.USA 43% 37.Netherlands 33%
2.S Arabia 56% 14.Poland 46% 26.Tanzania 42% 38.Philippines 32%
3.China 54% 15.Thailand 46% 27.S Korea 42% 39.Norway 30%
4.Malaysia 53% 16.Argentina 45% 28.Portugal 40% 40.Sweden 27%
5.Turkey 52% 17.Vietnam 45% 29.Mexico 40% 41.Luxemburg 27%
Transformational nature of Digital leads to higher engagement in the
emerging world which offers an opportunity for brands
29
6.S Africa 51% 18.Uganda 44% 30.Greece 38% 42.Finland 26%
7.Kenya 51% 19.Israel 44% 31.Canada 37% 43.Estonia 26%
8.Morocco 51% 20.Hong Kong 44% 32.Spain 37% 44.Denmark 25%
9.UAE 50% 21.UK 43% 33.Austria 36% 45.Indonesia 24%
10.Brazil 48% 22.Nigeria 43% 34.Belgium 36% 46.Japan 20%
11.France 48% 23.India 43% 35.Germany 36%
12.Singapore 47% 24.Russia 43% 36.Australia 35%
Digital Engagement – See methodology pack
Bases: All respondents 48804
Access can limit usage, but doesn’t hold back engagement. Demand for
web services is high everywhere
44
3942
44
54 54
46
38
44 43
% online users accessing internet daily % highly engaged in digital
Portugal: % online users accessing internet daily
% highly engaged in digital
84
40
Digital engagement index is a measure of consumer engagement in Digital; S5: How often accessBase: All respondents, n=48804
30
61
83 82
6962
57 5653
42
23 22
39
28
38
44,039,9
45,9
34,2 33,9
46,5
35,0
45,6
32,4
But if it is accessed in very different ways across the world – which
platform should investment be focussed on?
PC at home PC at work / schoolPC at internet
café / friendsMobile
Share of time spent
online by access point
Internet use in
S4: Internet access point in last 4 weeks for leisure
Base: All respondents, n=48804
31
Internet use in
Portugal is
dominated by home
use, mobile device
access below Global
level.
Picture
Digital is fragmented
it’s used for a range
of activities from
communication to
32
Picturecommunication to
entertainment to
information to
personal
management
Digital is fragmented; it’s used for a range of activities from communication to entertainment to information to personal management
In Portugal overall usage of
different activities almost
reached maximum, with
intense daily usage of social
networking, email, news and
interest.
I1: Frequency of online activities / I2:hours spent per week
Base: All respondents, n=48804
Opportunities to connect exist across this spectrum
Interactive Brand Path to Viral Ads
Banner ads
CampaignsPath to
PurchaseViral Ads
As behind the heterogeneous range of online behaviours, are diverse
online consumer groups
HIGH
HIGH
CONSUMPTION
LOW
Internet is commoditisedMakes my life more efficient
Internet is pivotalIs the centre of my life
HIGH
INVOLVEMENT
LOW
INVOLVEMENT
LOW
CONSUMPTIONInternet is functionalIt helps me to be productive
Internet is aspirationalHelps me achieve my goals
Base: All respondents 48804
Digital Lifestyles – see methodology pack
Digital Lifestyles Segments: 6 meta-segments
INFLUENCERS
The internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all
of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to
make sure as many people as possible hear my online voice.
KNOWLEDGE-SEEKERS
I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social
networks but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested
in the latest thing.
COMMUNICATIORS
I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking
sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in
the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.
Digital Lifestyles – Digital Life Global Report 2010
Base: All respondents, n=48804
NETWORKERS
The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or
managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a
big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the
kind of person to voice my opinions online.
ASRPIRERS
I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet
cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of
everything, especially from a mobile device.
FUNCTIONALS
The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather
but also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and
security. I am older and have been using the internet for a long time.
Size of Lifestyle by Region
Segments map against the level of market development, with Emerging
markets displaying a higher level of involvement
The landscape of Portuguese
onliners is dominated by
Knowledge Seekers and
Networkers. Among 16-20 yrs
higher share of Influencers and
Communicators.
Digital Lifestyles – see methodology pack
Bases: Global
Digital EngagementDigital Activities
Meet the
KNOWLEDGE-SEEKERS
Digital
Engagement
Involvement
Consumption
Male Female
Younger Older
Employed Not employed
High Low
Digital Attitudes
Who?
Brand interaction
Frequency of internet access I am concerned about data
protection and privacy in the
internet
Open to
brands
Brands are
intrusive
“I use the internet to gain knowledge, information and
to educate myself”
H
L
MM
33%
38
Number of friends
S/E Europe
LatAm
High Low
Where?
internet
Internet allows freedom of
expression that I don t have in
the offline world
Internet enables me to belong
and be accepted by my friends
In the online world, I can better
express my feelings
I can t imagine a life without the
internet anymore
Level of online purchasing
(out of six) 3rd3rd
Above average touchpoints
ONLINE OFFLINEBranded sites Offline media
Retailer sites Retail shop
Price comparison Offline WOM
Search engine
User review on blog
Review sites
Social network comments
L
Global segmentation. See methodology pack for details
Base: Knowledge Seekers 8409
How to activate the Knowledge-Seekers
Primary activation channels
Why and how? KS actively use email to
communicate with the aim
of keeping in touch and
sharing information
Knowledge-seekers actively
engage in social networks
to load files
(music, photos, apps etc)
KS crave through detailed
content on your websites,
make them feel empowered
Knowledge-seekers look to
make informed choices but
brands must be transparent
in their contact
39
Needs
Recommendations
Emotive needs delivered by
email for KS are the feeling
of being ‘close/supported’
and ‘recognised/important’
Brands should facilitate
creation of email-based
social groups for like-
minded individuals.
Brands should have a
presence in IM portals to
raise top of mind
awareness when
experiences are being
shared
Emotive needs focus on
being entertained, having
fun and feeling energised.
Being sociable/friendly is a
particular differentiator
Ensure brand presence in
social multi-media through
advertising and sponsorship
in sites facilitating these
activities and engaging KS
interests
Emotive needs met being
‘informed’, ‘intelligent’ and
in particular for KS being
‘responsible/thoughtful’
Advertise on search sites
where visitors are
searching for ‘knowledge’ -
Yahoo, Google , Wikipedia
etc
Ensure comms supports
being ‘in touch/in the loop’,
‘confident/assured’,
‘intelligent/thinking
Engage with, user review
portals to raise awareness
of brand, ensure sites are
relevant to your category.
Ensure present in social
network sites through
brand page and actively
engage with consumers to
avoid negative feedback /
accusations of inertia.
Global segmentation. See methodology pack for details
Base: Knowledge Seekers 8409
Digital EngagementDigital Activities
Meet the NETWORKERS
Digital
Engagement
Involvement
Consumption
Male Female
Younger Older
Employed Not employed
High Low
Digital Attitudes
Who?
Brand interaction
Open to
brands
Brands are
intrusive
Frequency of internet accessThe Internet improves the
relationships I have with other
people
“The internet is important for me to establish and
maintain relationships”
H
L
H
H
20%
40
Number of friends
N America
N/W Europe
S/E Europe
High Low
Where?
Level of online purchasing
(out of six) 4th4th
Above average touchpoints
ONLINE OFFLINEBranded sites Offline media
Retailer sites Retail shop
Price comparison Offline WOM
Search engine
User review on blog
Review sites
Social network comments
people
I can t imagine a life without the
internet anymore
Internet helps me connect with
other like-minded individuals
In the online world, I can better
express my feelings
Internet allows freedom of
expression that I don t have in
the offline world
L
Global segmentation. See methodology pack for details
Base: Networkers 8322
How to activate the Networkers
Primary activation channels
Why and how? For Networkers life is getting busier, they are also less
likely to spend time online at work, speak to them in
their personal time at a point when they are least busy –
end of week or weekend
Networkers use the internet to manage their social
relations. Ensure messages are short and to the point –
Networkers spend little time on interpretation
41
Needs
Recommendations
Tone of email communication should be supportive,
keeping people informed, give precise detail to help
Networker feel knowledgeable, confident and on top of
things
Speak to them in their personal time when they are
least busy – end of week or weekend.
Balance push vs. pull advertising activity on email sites
– place more emphasis on push – they are less likely
to find brands intrusive and often tune out of brand ads.
When using eCRM consider length/complexity of
message. Reward the consumer with entertaining
content, give them an offer encouraging them to go on
to purchase.
Ensure brand presence fosters a sense of
sociability, community and sense of belonging. Expect
some feedback from Networker but anticipate brand
doing more of the legwork
Create fan pages for your brand which Networkers can
join and follow – use this as a portal to provide
interesting brand information.
Be present in relevant areas of site –
promotions, special offers, competitions – to ensure
Networkers get something out of their brand contact.
Global segmentation. See methodology pack for details
Base: Networkers 8322
Digital EngagementDigital Activities
Meet the FUNCTIONALS
Digital
Engagement
Involvement
Consumption
Male Female
Younger Older
Employed Not employed
High Low
Digital Attitudes
Who?
Brand interaction
Frequency of internet accessI am concerned about data
protection and privacy in the
internet
Open to
brands
Brands are
intrusive
L
“The internet is a
practical tool”
H
L
L
19%
42
Number of friends
N America
N/W Europe
S/E Europe
Dev Asia
High Low
Where?
internet
Internet helps me connect
with other like-minded
individuals
In the online world, I can
better express my feelings
The Internet improves the
relationships I have with other
people
Level of online purchasing
(out of six) 5th5th
Above average touchpoints
ONLINE OFFLINEBranded sites Offline media
Retailer sites Retail shop
Price comparison Offline WOM
Search engine
User review on blog
Review sites
Social network comments
L
Global segmentation. See methodology pack for details
Base: Functionals 8324
How to activate the Functionals
Primary activation channels
Why and how? Functionals have a long history with the world of digital
yet are still using it very practically spending minimal
time engaging, any activity therefore must recognise
this
Functionals have a desire for practical knowledge and
this manifests itself in many areas including the area of
‘personal interest’ and ‘knowledge and education’
activities
43
Needs
Recommendations
There are two key emotional needs sought from email
by Functionals that are not present in general – ‘being
in control/on top of things’ and being
‘responsible/thoughtful’. Consider how activity can
support these needs
For commercial email eg
Yahoo, Gmail, AOL, MSN, ensure your brand is
present on home pages and create efficient/effective
targeting through use of consumer details from
provider.
Don’t force extensive personal contact, expect to give
information in exchange for information
Emphasise safety and give guarantees, assurance and
protection.
Trigger their thirst for information by providing content-
heavy online advertising or factual eCRM.
The emotional needs being met by ‘knowledge and
education’ activities are to be ‘recognised and
important’ and to be ‘effective and efficient’
Link brands to highly trusted, factual, large-traffic sites
such as BBC and Google.
Drive consistency in off/online advertising strategies.
Create advocacy programmes, enabling them to play an
ambassador role and upweight their digital skills.
Ensure brand presence on comparison sites.
Global segmentation. See methodology pack for details
Base: Functionals 8324
Digital Engagement
Meet the INFLUENTIALS
Digital Activities
Digital
Engagement
Involvement
Consumption
Male Female
Younger Older
Employed Not employed
High Low
Digital Attitudes
Who?
Brand interaction
Frequency of internet accessOpen to
brands
Brands are
intrusive
Internet allows me to stand out
and be different
H
“The internet is an
integral part of my life”
HH
H
ALL
13%
44
Number of friends
S/E Europe
MENA
India
China
Dev Asia
High Low
Where?
Level of online purchasing
(out of six) 1st1st
Above average touchpoints
ONLINE OFFLINEBranded sites Offline media
Retailer sites Retail shop
Price comparison Offline WOM
Search engine
User review on blog
Review sites
Social network comments
Internet allows freedom of
expression that I don t have in
the offline world
Internet enables me to belong
and be accepted by my friends
In the online world, I can better
express my feelings
I am concerned about data
protection and privacy in the
internet
L
Global segmentation. See methodology pack for details
Base: Influentials 8217
How to activate the Influentials
Primary activation channels
Why and how?Influencers are heavy users
of SN and are highly active
in making brand comments
Influentials express
themselves using pictures,
video and social
interactions
Influencers are likely to use
brand generated online info
when pre-browsing
Influencers are more
engaged with online
gaming than other
segments
45
Needs
Recommendations
SN fulfils the emotional
need of feeling
carefree/uninhibited’, and
more generally for a feeling
of belonging and sociability
They are open to brand
comms, a key motivator of
using SN is to support a
brand they enjoy.
Ensure brand is present in
blogs and actively manage
dialogue to minimize
negative reviews.
Being sociable/friendly and
adventurous/independent
are particular differentiators
for Influencers vs. the
general digital consumer
Understand sites being used
for ‘entertainment’ and
target these with appropriate
messaging and tonality by
demographics.
Communicate via mobile –
downloads, apps, streaming,
viral ads. - what
‘entertainment’ can you
provide?
Needs include ‘standing
out’, ‘self expression’,
‘responsible/thoughtful’ and
‘ knowledgeable /informed’
Have a brand presence on
review sites being used for
pre-browsing to aid top of
mind awareness.
Ensure e-Commerce sites
are easy to find and use –
is web address intuitive, is
your site easy to navigate,
is content engaging.
Invest in SEO.
The emotional needs
fulfilled by this activity are
being
‘adventurous’, ‘stimulated’, ‘
competitive’ and having fun
Understand sites being
used for gaming and thus
whether we are looking for
branding or brand to be
integrated.
Where possible to
integrate, consider part
brand may play in game –
avatars, stores, characters
etc.
Global segmentation. See methodology pack for details
Base: Influentials 8217
Digital EngagementDigital Activities
Meet the COMMUNICATORS
Digital
Engagement
Involvement
Consumption
Male Female
Younger Older
Employed Not employed
High Low
Digital Attitudes
Who?
Brand interaction
Frequency of internet access
In the online world, I can
better express my feelings
Open to
brands
Brands are
intrusive
“I just love talking and expressing myself”
H
HH
H
12%
46
Number of friends
China
Emerg Asia
High Low
Where?
better express my feelings
Life without the internet would
be a lot less fun
Internet allows freedom of
expression that I don t have
in the offline world
Internet enables me to belong
and be accepted by my
friends
Level of online purchasing
(out of six) 2nd2nd
Above average touchpoints
ONLINE OFFLINEBranded sites Offline media
Retailer sites Retail shop
Price comparison Offline WOM
Search engine
User review on blog
Review sites
Social network comments
Global segmentation. See methodology pack for details
Base: Communicators 7779
How to activate the Communicators
Primary activation channels
Why and how?Communicators are interested in
brands and are most likely to join SN
to get more information about a brand
Communicators have a natural desire
for information, but it must be linked to
their own personal interests
MME is more important for
Communicators than other digital
segments
47
Needs
Recommendations
Social networks are meeting the
Communicators emotional needs of
sharing, belonging, feeling connected
being sociable and having fun
Ensure brand fan pages are available
and build dialogue through active
communication.
They will answer polls on SN, use
this to the advantage of your brand
and collect pertinent information (in a
fun/engaging way).
They download apps from SN, what
can you give them that will increase
visibility of your brand?
Information and Interest are meeting
the emotional needs of
‘belonging/togetherness’, ‘being in
touch/in the loop’ and ‘feeling
stimulated/inspired’.
Exploit Communicators need to belong
giving them nuggets of shareable
information through 1-2-1 eCRM.
Understand particular interests of this
group and target specific sites
accordingly – gaming, knowledge,
music and video streaming etc.
Emotive needs met by MME focus on
being entertained, amused, having
fun and feeling energised.
Consider how you could become part
of the ‘entertainment’, could you
integrate into the activity, could you
create apps, given their higher than
average use of mobiles that would
allow for portable entertainment?
Global segmentation. See methodology pack for details
Base: Communicators 7779
Digital EngagementDigital Activities
Meet the ASPIRERS
Digital
Engagement
Involvement
Consumption
Male Female
Younger Older
Employed Not employed
High Low
Digital Attitudes
Who?
Brand interaction
Open to
brands
Brands are
intrusive
Frequency of internet accessThe Internet improves the
relationships I have with other
L
“I’m looking to create a
personal space online”
H
L
H
4%
48
Number of friends
India
Emerg Asia
MENA
SSA
High Low
Where?
Level of online purchasing
(out of six) 6th6th
Above average touchpoints
ONLINE OFFLINEBranded sites Offline media
Retailer sites Retail shop
Price comparison Offline WOM
Search engine
User review on blog
Review sites
Social network comments
relationships I have with other
people
In the online world, I can better
express my feelings
Internet enables me to belong
and be accepted by my friends
I can t imagine a life without the
internet anymore
Life without the internet would
be a lot less fun
L
Global segmentation. See methodology pack for details
Base: Aspirers 7753
How to activate the Aspirers
Primary activation channels
Why and how?SN is used by Aspirers primarily to communicate,
ensure brands are present in areas of site where
‘chatting’ is occurring
Access to hardware at home is a problem for Aspirers
and therefore they are significantly more likely to
access the internet via an internet café where they will
pay by the minute/half hour
49
Needs
Recommendations
Social networks meet the emotional needs of being
‘amused’, ‘sociable’ and ‘belonging', and specific to
Aspirers is the need to feel ‘excited’. However, unlike
other digital consumers, SN is not meeting a need of
‘fun’, ‘support’, or ‘self expression’
Think carefully about content of ads and visual design -
Aspirers do find brand presence intrusive
Aspirers often use SN to follow friends, assess who are
the ‘influential friends’ and communicate more heavily
with them through email
Consider what you as a brand can give back to
Aspirers, they are hungry for more information and are
keen to develop further in digital yet appear financially
constrained, think about how you can help
Email meets the emotional need of Aspirers to feel
‘knowledgeable’ and ‘effective/efficient’
Due to limited internet access, anticipate the time
available to engage with your brand and time willing to
spend decoding brand messages.
Advertise on global and local email sites to drive brand
saliency without delivering a complicated message.
Reduce wastage by targeting Aspirers through
demographic/attitudinal data held by sites, which will
overcome people ignoring ads not relevant to them.
Global segmentation. See methodology pack for details
Base: Aspirers 7753
77
73
69 67
73
82
85
80
71
65
32 60
% researched online only
Some product categories have a already high penetration of online
researches – categories with higher involvement are more promising for
online business.
81 7557 44 44 60
30 4021 36
5511
31
77
35
14 26 15
71
11
42
6
44 0
0
11
65
77
46 4850
58
36
50
39
46
49
12
52
66
59 49 61
67
31
41
20
4247
14
33
6447
76
28
48
23
4149
14
34
63
32
42
6054
47
46
Digital Lifestyles – see methodology pack
Bases: All respondents 129 / 126 / 310 / 179 / 39 / 165
* Low base for segment subgroups
Picture
Digital is designed
with the user, and not
the advertiser in
51
Picturethe advertiser in
mind
Digital is designed with the user, and not the advertiser
in mindSocial networkers connect far more with each other than with brands
Connections on social networks
N10: Brands connected to on social networks / N11: Friends connected to on social networksBase: All respondents using SN, n=40819
Portuguese consumers (esp. 16-20yrs old) are much better connected with
brands and brand friends, than the global benchmark. .
And Consumer Generated Media is a key source of brand and product
information
Consumer Generated MediainteractionsWOM TRADITIONAL-BLOGS-
BOARDS-USENET
Brand Generated Media
TRADITIONAL MEDIA-INTERNET-PUBS
SPORTS & EVENTS- IN STORE
DIGITAL MEDIA
Brands
Experience
“Consumer”
Action
Purchase Audience
“Consumer”
Reaction
DIGITAL MEDIA
(Including online advertising, websites, emails, etc)
Quantifying this channel begs the question ‘How can Digital WoM be
harnessed to spread brand messages?’
Brand Activities on Social Media
32% Talking(Written positive or
negative comments
about brands)
36% Listening(Read user comments
about brands)
48% Inactive in CGM(Does not read or write
comments about brands)
Portuguese consumers like talking, with an overall positive attitutude
toward brands.
N14: Brand activities on social media
Base: All respondents using SN, n=40819
toward brands.
Picture
Digital is interactive
Offering
content, experiences
55
Picturecontent, experiences
and conversation
may generate buzz
Digital is interactive; Offering content, experiences and conversation may generate buzz
Attitudes to brand interaction on social media across regions
But gaining ‘permission to play’ is key to unlocking the full potential of
social media brand campaigns
% actively
looking for
brands 2948
35 31 24 26 20 2413 19
Portuguese consumers are in general open towards brand
message, most promising activities to place a message are
browsing, interest and knowledge.
I4: Intrusiveness of brand contactBases: All respondents ranking SN as important in top
3), n=22516
brands
% who find
brands
intrusive
229
19 21 15 19 2332 25
43
69
29 24 26 20 2413 19
4
Focussing on the emotive drivers of behaviour is key to building a closer
connection
Key
Unique attributes to social
networking
Unique attributes to email
Bases: All respondents 48804
NeedScope profiling of activities. See methodology pack for
more details
Picture
Digital is an
influential part of the
'Path to Purchase'
Consumers are most
59
PictureConsumers are most
open to brands when
shopping / browsing
Digital is an influential part of the 'Path to Purchase'; Consumers are most open to brands when shopping / browsing
Attitudes to brand interaction within activities
22516 39730 17545 5500 11940 3731 4763 13869 12882 7640 5199
I4: Intrusiveness of brand contact
Bases: displayed below activity
% actively
looking for
brands
% who find
brands
intrusive
Online
touchpoints
% used touchpoint for researching cleaning products
69%of cleaning purchasers used
online sources to research their
purchase
Touchpoint strategies can be aligned to match the research behaviour of
specific categories of shopper
In Portugal, daily
browsing /
Offline
touchpoints
I1: Frequency of online activities / OS3: Research sources
Bases: All respondents 48804 / 3983
39%of cleaning purchasers used
offline sources to research their
purchase
browsing /
searching well
above global
level, fact based
sites preferred
for researching.
32
33
14
12
19
21
8
6
4
9
10
4
2
4
5
37
56
78
80
68
CLOTHES
CLEANING PRODUCTS
BABY CARE PRODUCTS
AUTOMOTIVE
AUDIO VISUAL
Offline only Both Online only Don't buy
% buying on/offline by category
Offline channels maintain an important role for FMCG products. Online
purchases high amongst clothes and travel.
11
15
20
8
21
37
10
26
14
5
13
5
9
13
9
11
22
2
12
2
3
6
9
6
53
77
55
86
66
44
72
57
TRAVEL
TOBACCO
MOBILE PHONE
HOME BUYING
HOME APPLIANCES
FOOD/DRINK
FINANCIAL SERVICES
COSMETICS
OS1: Source of purchase
Bases: All respondents 948
www.discoverdigitallife.com
Further details:
teresa.veloso@tnsglobal.com