E-Consumidor TNS

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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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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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,


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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*


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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


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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



Activities

14

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



Activities

15

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



Activities

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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



Activities

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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



Activities

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(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

19

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


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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


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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:


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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


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:


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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

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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

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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


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


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.


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.


Base: Knowledge Seekers 8409


Meet the NETWORKERS

Digital

Engagement

Involvement

Consumption

Male Female

Younger Older


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?


(out of six) 4th4th





Search engine

User review on blog

Review sites


people


internet anymore

Internet helps me connect with

other like-minded individuals


express my feelings



the offline world

L


Base: Networkers 8322

How to activate the Networkers


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.


Base: Networkers 8322


Meet the FUNCTIONALS

Digital

Engagement

Involvement

Consumption

Male Female

Younger Older


High Low

Digital Attitudes

Who?

Brand interaction

Frequency of internet accessI am concerned about data


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


people


(out of six) 5th5th





Search engine

User review on blog

Review sites


L


Base: Functionals 8324

How to activate the Functionals


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.


Base: Functionals 8324

Digital Engagement

Meet the INFLUENTIALS

Digital Activities

Digital

Engagement

Involvement

Consumption

Male Female

Younger Older


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?


(out of six) 1st1st





Search engine

User review on blog

Review sites




the offline world




express my feelings

I am concerned about data


internet

L


Base: Influentials 8217

How to activate the Influentials


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.


Base: Influentials 8217


Meet the COMMUNICATORS

Digital

Engagement

Involvement

Consumption

Male Female

Younger Older


High Low

Digital Attitudes

Who?

Brand interaction

Frequency of internet access

In the online world, I can


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?


Life without the internet would

be a lot less fun


expression that I don t have

in the offline world


and be accepted by my

friends


(out of six) 2nd2nd





Search engine

User review on blog

Review sites



Base: Communicators 7779

How to activate the Communicators


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?


Base: Communicators 7779


Meet the ASPIRERS

Digital

Engagement

Involvement

Consumption

Male Female

Younger Older


High Low

Digital Attitudes

Who?

Brand interaction

Open to

brands

Brands are

intrusive

Frequency of internet accessThe Internet improves the


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?


(out of six) 6th6th





Search engine

User review on blog

Review sites



people


express my feelings




internet anymore

Life without the internet would

be a lot less fun

L


Base: Aspirers 7753

How to activate the Aspirers


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.


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


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


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


www.discoverdigitallife.com

Further details:

[email protected]

E-Consumidor TNS

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