Jonathan Sinton's Perth DNA://12 Presentation: The Evolving Online Consumer

1. PERTH
The Evolving Online Consumer
Jonathan Sinton
TNS Australia

2. About Digital Life 2011
 The world’s largest
study of internet
attitudes & habits
 2011: bigger than ever
 60 markets
 72,000 interviews
 Representing 93% of the
internet population

3. 5 trends for 2012
1 THE EVOLUTION OF THE AUSTRALIAN CONSUMER
2 AUSTRALIANS ARE FINDING THEIR VOICE
3 HOW WE INTERACT WITH GOVERNMENT
4 CONNECTING THE DOTS
5 CHANGING RETAIL MODELS

5. Australians spending more and more time online
Time spent online each week for leisure
+9%
19.9
18.3
2010 2011

6. And the way we spend our time is changing
2010 Share of leisure time: 2011

7. Social Networking getting a greater share
2010 Share of leisure time: 2011
Social Networking
+36%

8. Australians spending more time shopping online
2010 Share of leisure time: 2011
Shopping
+16%

9. Personal email usage is in decline
2010 Share of leisure time: 2011
Email
-9%

10. And the way we consume news is changing
2010 Share of leisure time: 2011
News, Sport & Weather sites
-13%

11. The base of mobile web users is increasing rapidly
Using Mobile Web in the past 4 weeks
+85%
37
20
2010 2011

12. And our reliance on our mobiles is growing
Average Time using Mobile Web each week
+10%
4.4
4
2010 2011

13. Tablets are becoming more common
Penetration of tablets in Household
+188%
23
8
2010 2011

14. And tablets are creating new usage occasions
Time spent online per week
All Internet users 19.9
Mobile Internet Users 25.8
Tablet Users 32.7

16. Our view of the digital world
TNS Digital Life
http://2010.tnsdigitallife.com/an-intro-to-the-digital-lifestyles/

17. As behaviour changes, segments alter
26
20 19 19
10
6
2010

18. As behaviour changes, segments alter
27
25
16 16
8 8
2011

19. In essence, our daily lives are evolving
2011

20. The 2 Speed Digital Community
Increase in usage since 2010
+10%
+ 2 Hrs 49 mins
+5%
+ 35 Mins
Functionals Influencers
Total growth in weekly hours (2011)
Growth in weekly hours - mobile (2011)
Weekly hours online (2010)

21. The 2 ends of the spectrum
PC users going online Mobile users going online Tablet users going online
In bed when
In bed when Early Commuting Late Midday Early Late Early Late evening In bed
In bed During the
I wake up in
I wake up in morning
Early morning
Late afternoon
Early afternoon
Late evening
Early before I go
before I go night
During the
the morning
the morning morning Commuting morning Midday afternoon afternoon evening to sleep
Late evening to sleep night

22. We are growing as a nation of Influencers
Changes in behaviour 2011 vs. 2010
Updating SN Commenting on Writing own
status blogs/forums blog
 8%  13%  3%
Following on
Sharing links Sharing photos
microblog
 15%  3%  8%
Checking social Commenting
Microblogging
networks in SN
 9%  10%  10%

23. And are increasingly talking about our ‘interaction’
experiences afterwards
Reasons for commenting online
10% To receive customer service
Because I’m rewarded for doing so
are talking online about their purchases
To share cool stuff brands/ orgs
produce
Share answers/opinions
To criticise a brand/ organisation
To praise a brand/ organisation
Ask advice
Offer advice
Share opinions with communities
http://www.youtube.com/user/juicystar07
Sources used during recent purchase (combined categories: credit cards, baby
care, new cars, mobile phones, travel/holidays)

25. Australians frequent users of government information
Denmark: UK & US: Canada: Australia: Korea: China:
13% 18% 19% 24% 38% 39%
Weekly Access to Government Information (local, state, federal)

26. And we want to do more & more online
64%
Agree
“ It is more convenient to
communicate with
government online”

27. But of course, different channels are needed for different
audiences
55
8
Functionals Influencers
Have a
twitter
account

28. Plan your content & strategies around digital sophistication
BASIC E-SERVICES ADVANCED E-SERVICES SOCIAL/ MOBILE
Pay a fine
Find or other “Friend” a Interact
employment fees to a politician with gov’t
-related info local or political on Twitter
council group on
Search for Access E- SN
health info learning
Pay a fine “Friend” a Interact
Access
or other charitable with gov’t
local gov’t
fees to group on on
Info
gov’t SN Facebook
Universal usage Lead users

29. Content drives community stickiness

30. Engagement via content: Childline
http://www.youtube.com/watch?v=mWChU3JxGvo

32. Online and Offline being used equally during
path to purchase
Online 78%
Touchpoints 70% 65%
New product Product/ Purchase
Purchase awareness brand choice location
Offline 64% 68%
75%
Touchpoints
Average number of touchpoints 6.0 5.1 4.1
Sources used during recent purchase (combined categories: credit cards, baby
care, new cars, mobile phones, travel/holidays)

33. Mobile is the glue to connect the dots
When use mobile web
Find out more
Find product Listening
about product
68% info in store to radio advertised
58% 31% 42%
Agree
Reading
While watching While shopping
newspaper/
TV magazine in store
“ With my mobile, I feel that
I am 'always connected' to 51% 23% 55%
the Internet”

34. True online-offline integration
http://www.youtube.com/watch?v=fGaVFRzTTP4

36. We’ve all seen the headlines

37. Egypt
Indonesia
Philippines
Nigeria
Kenya
Uganda
South Africa
Tanzania
Estonia
Finland
Russia
Mexico
Sweden
Brazil
Denmark
Norway
Belgium
India
LUXEMBURG
Portugal
Japan
Austria
Canada
France
Netherlands
Frequency of Online Shopping
Poland
Spain
Hong Kong
Malaysia
Australia is becoming an eCommerce leader
Italy
Israel
Turkey
Greece
China
USA
UK
Australia
Singapore
South Korea

38. Increasingly Fragmented Online Media Environment
Brand / Manufacturer Site, 4.5%
Online retailer, 5.6%
Offline sales, 83.2
C2C site / Auction site, 3.1%
Group buying / Daily Deals site, 1.6%
Other online site, 2.0%
Share Of Sales Across 34 categories

39. Group Buying & Daily Deal sites are gaining Momentum
Clothes & Shoes
48
Computer peripherals
22
Cleaning/household
products
Cosmetics/facial care
products
Have used Have heard of
Skin care products
Use of Sites
Mobile phones
32 28
Software
18 19 18
11
Alcoholic Beverages
TV (LCD, 3D, Plasma, LED
etc)
PC/Laptop/Tablet
Use of Sites by segment
Categories shopped

40. The Domination of eBay
Clothes & Shoes
Movies (DVDs)
Computer peripherals
21
Music (CDs)
Cosmetics/facial care products
Skin care products
Software
Hair care products
Mobile gadget
Camera (still & video)
Check Daily
Categories shopped People visiting eBay

41. 4 ways to respond
Global Pricing Embrace
Collaborate Add Value

42. 2 speed digital
community:
Understand your
target’s needs and
behaviours

43. Ensure
everything
you do is
joined up

44. Keep a constant
eye on the future
as technology
and media
consumption are
changing rapidly

45. PERTH
The Evolving Online Consumer
Jonathan Sinton
TNS Australia