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EXTENSION OF THE WHYNew to ROI 2014: Social DNA

ROI TGI 2013

Better engage consumers by

understanding the

subconscious and conscious

drivers behind their behaviour.

Soc ial DNA is a key part of TGIs WHY Code, represented by the

amount and mix of consumers economic clout and general knowledge

acquired through education and cultural practices - referred torespectively as economic and cultural capital. Social DNA reveals the

fundamental subconscious drivers of behaviour.

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CultureDominant

EconomicDominant

CulturalCapital

EconomicCapital

Low Capital

High Capital

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CultureDominant

EconomicDominant

Low Capital

High Capital

Property

Developer

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CultureDominant

EconomicDominant

Low Capital

High CapitalSOCIAL DNA

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Brand Case

Study

NI TGI SPONSORS PRESENTATION 2014

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Social DNATargeting new customers for Lindt Chocolate

Low capital

43

63

45

106

99

75

118

179

171

High capital

Cultural

capital

dominant

Economic

capital

dominant

20

60

100

140

180

15-34 35-54 55+

20

60

100

140

180

AB C1 C2 DE

Source: ROI TGI 2014Base: All adults 15+

*chocolate bars and other chocolate items

(excluding boxed choco lates)

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Social DNALindt Chocolate Consumers

High capital

Low capital

Cultural

capital

dominant

NEW TARGET GROUP

HIGH CAPITAL,

ECONOMIC

DOMINANT

Base: All adults 15+ Source: ROI TGI 2014

43

63

45

106

99

75

118

179

171

Economic

capital

dominant

*chocolate bars and other chocolate items

(excluding boxed choco lates)

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Lindt ChocolateMedia neutral quintiles (Top 20%)

0

2040

60

80

100

120

140

160

180

Television

Radio

Newspapers

MagazinesOutdoorMedia

Internet

Cinema

Average

Lindt Chocolate

ConsumersCINEMA PLAYS

AN IMPORTANT

PART OF A

PAN-MEDIA

STRATEGY

Base: All adults 15+ Source: ROI TGI 2014

*chocolate bars and other chocolate items

(excluding boxed choco lates)

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Lindt ChocolateMedia neutral quintiles (Top 20%)

0

2040

60

80

100

120

140

160

180

Television

Radio

Newspapers

MagazinesOutdoorMedia

Internet

Cinema

Average

Lindt Chocolate

ConsumersCINEMA PLAYS

AN IMPORTANT

PART OF A

PAN-MEDIA

STRATEGY

Base: All adults 15+ Source: ROI TGI 2014

CinemaLindt consumers are nearly

twiceas likely than the averageadult to cite

Romantic Comediesas afilm genre theyd seen in the last

6 months

*chocolate bars and other chocolate items

(excluding boxed choco lates)

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54

80

81

76

112

129

121

133

114

Social DNASeen in the last 6 months: Romantic Comedy

High capital

Low capital

Cultural

capital

dominant

Economic

capital

dominant

Base: All adults 15+ Source: ROI TGI 2014

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Social DNASynergy with Romantic Comedy lovers

The Times featuring Royal Bank of Scotland

High capital

Low capital

Cultural capital

dominant

Economic capital

dominant

Seen in the last 6 months: Romantic ComedyLindt Chocolate consumers

Segments shared

KEY

Base: All adults 15+ Source: ROI TGI 2014

54

80

81

76

112

129

121

133

114

43

63

45

106

99

75

118

179

171

*chocolate bars and other chocolate items

(excluding boxed choco lates)

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Lindt ChocolateFilms Seen in last 6 months (vert %)

Seen in the last 6 months:Romantic Comedy

Lindt Chocolate consumers

KEY

Base: All adults 15+ Source: ROI TGI 2014

*chocolate bars and other chocolate items

(excluding boxed choco lates)

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CONSCIOUS CHOICES

New Additions

Overarching across categories

FMCG

Food

HouseholdProducts

ConsumerElectronics

Non Alcoholic

Drinks

Motoring

Clothing andAccessories

Toiletries/

Cosmetics

Appliances &HouseholdDurables

Mobile handset/Mobile Network

Hotels FinancialServicesBanking

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FMCG

Food

HouseholdProducts

ConsumerElectronics

Non Alcoholic

Drinks

Motoring

Clothing andAccessories

Toiletries/

Cosmetics

Appliances &HouseholdDurables

Mobile handset/Mobile Network

Hotels FinancialServicesBanking

CONSCIOUS CHOICES

Consumers Most Important Criteria

Look at decision shortcuts, rational and post-rationalised criteria

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SOCIAL NETWORKING

Whats New?

Frequency of Visiting

Social Networking Sites

33% of Fledglings access socialnetworking sites 5 times a day or more

27% of Playschool Parents accesssocial networking sites 2-4 times a day

Primary School Parents are 57% morelikely to than the average internet user to

access social networking sites 3-5 times a

week

Hotel Parents are 27% more likely than theaverage internet user to access social

networking sites less than once a week

Base: All internet users 15+

5 times a day or more2-4 times a day

Once a day

3-5 times a week

Once a week

Less than once a week

Source: ROI TGI 2014

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SOCIAL NETWORKING

Whats New?

Social Networking SitesUsed For

58% keep in touch withfriends & family

33% share their photos &videos

24% share their updates

24% keep up to date withbreaking news & events

Base: All internet users 15+ Source: ROI TGI 2014

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46% visit a social networking

site once a week+

On average, this group have

19 contacts with social sitesper week

21% of adults will use social

networking sites to keep-up-to-date with breaking news/events

SOCIAL NETWORKING

Whats New?

Source: ROI TGI 2014

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SOCIAL NETWORKING

Whats New?

People who expect to start their

first job in the next year are nearlytwice as likely to agree with the

statement

Social Network ing s ites are a

perfect way to keep in touc h

wi th friends

Base: All adults 15+ Source: ROI TGI 2014

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2.4%(2011)

20.8%(2013)

9.0%(2012)

29.2%(2014)

Have in

Household:2011 - 2014

All Figures: ROI TGIAdults 15+

TABLET

Whats New?

Source: ROI TGI 2014

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Gender Split

Age Split

47%(96)

53%(104)

15-24 25-34 35-44 45-54 55-64 65+

Adults 15+

Tab Users

AB C1C2 D

E

Social Grade

TABLET

Whats New?

Source: ROI TGI 2014

All Figures: ROI TGIAdults 15+

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50% of users have downloaded a

media-brand app in the last year

33% of users have downloaded a

news-specific app to their tablet

Much more likely to be transmitters

across a range of content-categories

TABLET

Whats New?

Source: ROI TGI 2014All Figures: ROI TGI

Adults 15+

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SURVEY ADDITIONS

New Lifestyle Statements AddedAdvertising within video or

computer gameplay enhances

the realism of the gameI prefer to rely on apps to

provide me with updates

on current affairs

Pop up ads help me find

interesting things on the

Internet

Video On Demand is great for

catching up on programmes I

missed on television

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SURVEY ADDITIONS

How do you travel to work?

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SURVEY ADDITIONS

Charity

Activities in relation tocharity

31% have taken part in an event

19% have done other voluntary

work

8% have organised an event

Base: All adults 15+ who have donated in last 12 months Source: ROI TGI 2014

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SURVEY ADDITIONS

Life Event Added

Move back into the parental home

Experienced in the last 12 months

Expect to experience in the next 12 months

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FACTORING ON ROI 2014

REMINDER...

Factoring on ROI 2014Factors To Apply

ROI TGI 2014

(pop)

ROI TGI 2014

(Hhld)

(01/14) 1.66 (01/14) 1.65

Questions are added and removed throughout the fieldwork period and flagged

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FURTHER SOURCES OF INFORMATION

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Release Dates

TGI Glossary and FAQs

TGI Client Service TGI Hotline: +44 (0)20 8433 4000 tgihotline@kantarmedia.com

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