NASSCOM MarTech Confluence 2015, Session I: The Modern Connected Consumer: Informed, Empowered,...
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Transcript of NASSCOM MarTech Confluence 2015, Session I: The Modern Connected Consumer: Informed, Empowered,...
Connected Consumer
Nasscom |September 03, 2015 Shiv | PepsiCo
The
Connected to What?
We live in a Mobile first, digital world.
Time taken for 50M usersIdea Years
Radio 38 years
TV 13 years
Internet 4 years
Ipod 3 years
Facebook 200 mln per annum
Digital Products AdoptionMarket Mobile
Penetration %No. digital
devices ownedGDP per capita
(PPP)
Uganda 80% 1.5 $1,370Tanzania 77% 1.4 $1,750Ghana 100% 2.0 $3,880India 75% 2.0 $5,350South Africa 85% 2.3 $12,240UK 100% 6.0 $35,760USA 100% 6.0 $53,960Spain 100 % 7.0 $31,850
*Multi SIM leading to high mobile penetration in some markets
GDP # of Countries # of Devices< US$2000 53 Countries 1.4 Devices
US$2000 – US$5000 39 Countries 2 Devices
US$5000 – US$10000 32 Countries 2 Devices
US$10000 – US$20000 31 Countries 2.3 Devices
US$20000 – US$50000 37 Countries 6 Devices
US$50000 – US$160000 17 Counties 6 Devices
GDP Versus # of Devices
Connected to their Passions?
Connected to Friends?
Youth: Free Time
89% on a Social Media platform instead of TV
6-8 Hrs on Social platforms; 1-2 Hrs on TV
Also on a second device while watching TV
Common Belief RealityWho is online? Metros 34% - Tier 2, 3 & 4
25% - Rural
What is the age group? 18 -25 years affluent 57% urban users> 25 yrs
Expected to be > 70% by 2016
Why are Indian users online?
Deals & Discount driven 30% - Discounts37% - Convenience29% - Variety4% - Others
What impact does the internet have?
Commercial impact overstated; eCommerce limited
40% - engage in digital activity during purchase process13% purchase online
Common Belief v/s Reality
A Good Mobile ExperienceExperience % Recommendation %
China 95 95
India 96 95
Brazil 93 91
UK 82 67
USA 77 72
Germany 71 63
Global rank % Different
1. Social networking 82%
2. Music 81% Music is No 1 in India
3.News 78% China, Vietnam, News is the leader
4.Gaming 65%
Brands and Passions
Brand sites Local Global
Content is best 52 70
Latest information 56 70
Trust 64 69
Purchase satisfaction 74 52
Content in language I understand
78 53
Content is easy 76 51
Relevant content 67 56
Local vs Global Digitally
Connected to Commerce,Health,
Banking and Education?
Personal care 42%
Cosmetics 40%
Pet products 36%
Food and beverages 38%
Baby Care 36%
Alcoholic Drinks 22%
All India - Will Buy Online
Rural - Reasons for not buying via eCommerce
• Don’t trust the internet• Don’t know how to access the internet• Product quality is not reliable• Price is higher• Poor after sales• Poor company web site• Payment is not convenient
Rural - Reasons to buy Online
• Explanations about usage• Channels tailored to my needs• Rewards• Ease of access• Easy return policy
Summary