1. Using insights to drive
your Digital Strategy
Jonathan Sinton, TNS

2. Digital LifeTM
46
2010
Markets
2008/9
48,000+ interviews in total
7
Markets included:
NL KE
Markets
1000 interviews per market BR
FR
UK
BE
NO
LU
SE
PL
EE
ES TR
NG
ZA
TZ
SA
MA
TH
MY
VN
SG
HK
KR
Markets included: US AR AT DK PT RU IL AE PH JP
IN CN MY AU NZ KR SG CA MX DE FI IT GR UG EG IN CN ID AU

3. Australia in Context

4. Australia in Context
Australia is a mature internet market
Our internet penetration is one of the highest in the world, in excess of
80% of Australians
Subsequently our online audience is comparatively old
On Average, Australians spend 18 hours a week online – 12th highest
Well developed PC usage, lagging mobile usage
Strong usage of email & social media, below average usage of news &
multimedia

5. 7 Insight Driven Strategies
Understand your audience
1
2 Don’t reinvent the wheel
Develop a sixth sense 7 3 Talk to the heart
Show me the money 6 4 Don’t forget your website
5
Check who you are engaging

6. Understand your
audience

7. TNS Digital LifeTM: Our view of the Digital World
Influencers
Communicators
Knowledge-
Seekers
Networkers
Aspirers
Functionals

8. TNS Digital LifeTM: Our view of the Digital World

9. TNS Digital LifeTM: Our view of the Digital World
26% 6% 20% 19% 10% 19%
Knowledge-
Functionals Aspirers Networkers Communicators Influencers
Seekers
“ To me, the internet is a functional tool. I don’t
want to express myself and I’m not interested in
socialising online
”

10. TNS Digital LifeTM: Our view of the Digital World
26% 6% 20% 19% 10% 19%
Knowledge-
Functionals Aspirers Networkers Communicators Influencers
Seekers
“ I’m a basic user of the internet, but I aspire to
improve my online capabilities. I can see the
benefits of the internet but haven’t fully embraced
it yet
”

11. TNS Digital LifeTM: Our view of the Digital World
26% 6% 20% 19% 10% 19%
Knowledge-
Functionals Aspirers Networkers Communicators Influencers
Seekers
“ For me, the internet enhances my relationships,
enabling me to connect with people and brands–
Facebook is my best friend. I’m highly social
online.
”

12. TNS Digital LifeTM: Our view of the Digital World
26% 6% 20% 19% 10% 19%
Knowledge-
Functionals Aspirers Networkers Communicators Influencers
Seekers
“ I love the internet as it allows me to learn so much.
I love researching new things online and the
information I find helps me to feel empowered.
”

13. TNS Digital LifeTM: Our view of the Digital World
26% 6% 20% 19% 10% 19%
Knowledge-
Functionals Aspirers Networkers Communicators Influencers
Seekers
“ I just love talking and expressing myself. I’m highly
social, but mainly just with my friends. I’m a big
smartphone user and couldn’t live without the
internet.
”

14. TNS Digital LifeTM: Our view of the Digital World
26% 6% 20% 19% 10% 19%
Knowledge-
Functionals Aspirers Networkers Communicators Influencers
Seekers
“ I love to voice my opinion and I want to be seen as
a leader. I blog, tweet, socialise and try to get my
opinion across whenever I can, even if via my
phone. I spend most of my time connected.
”

15. Australia is a mature diverse market
The World vs Australia
Functionals Aspirers Networkers Knowledge- Communicators Influencers
Seekers
Australia Global Average
Australia has 26% functionals – twice the global average

16. A basic profile
26% 20% 19% 19%
Knowledge-
Functionals Networkers Influencers
Seekers
Females 58 78 28 44
Under 35’s 16 50 48 79
Metro 52 57 56 76
Australia Data

17. Interaction with Government Services
26% 20% 19% 19%
Knowledge-
Functionals Networkers Influencers
Seekers
Browsed Gov’t Info online
21 29 27 23
(past 12 months)
Online Preferred Comms
27 30 36 43
channel with Gov’t
Want to interact with Gov’t
6 16 18 32
Via Facebook
Australia Data

18. Don’t reinvent
the wheel

19. Behavior in Australia similar to Europe and
North America
Online (PC & Mobile) Behaviour
Latin America North & West Europe Sub Saharan Africa India Developed Asia
North America South & East Europe Middle East & North Africa China Emerging Asia
Different to Australia
PL SA DE FR
Similar to Australia
GR HK
TH TR MX LU BR PT IT
SE
TZ RU EG NG MA KE NL ES AT CA
CN VN KR ID ZA
EE
UG
NO MY PH AE SG US UK
JP
DK IN IL AR BE
FI
Behaviour Top 10
BE FR IT CA UK
AR DE PT AT US

20. Australia is structured similarly to North
America and Europe
Market Structure
Latin America North & West Europe Sub Saharan Africa India Developed Asia
North America South & East Europe Middle East & North Africa China Emerging Asia
Different to Australia
Similar to Australia
SG LU
ID ES IT UK
EG MA VN
AE
TZ KR EE JP DK DE
KE IN AR HK SA TH BR
PH CN
PT
MX RU GR SE NL FR
ZA
UG MY TR
IL PL FI BE CA
AT NO US
NG
Behaviour Top 10 Market Structure Top 10
BE FR IT CA UK US UK DE FR CA
AR DE PT AT US NO LU DK NL BE

21. What motives Australians, motivates North
Americans and Europeans
Digital Motivations
Latin America North & West Europe Sub Saharan Africa India Developed Asia
North America South & East Europe Middle East & North Africa China Emerging Asia
Different to Australia
Similar to Australia
SA FI LU BE TH
ID CA
TZ CN SE DK
AE
FR
EG UG KE TR PL DE MY HK IL US
MX VN RU ES AR MA
PH EE IT
ZA NG NL GR UK JP SG
NO
IN AT BR KR PT
Behaviour Top 10 Market Structure Top 10 Digital Motivations Top 10
BE FR IT CA UK US UK DE FR CA PT TH CA US SG
AR DE PT AT US NO LU DK NL BE KR BE DK IL JP

22. Talk to the heart

23. Management and Entertain needs dominate,
amplified in Australia
Knowledgeable, Informed, Under
Management control, On top of things, Effective,
Efficient
Carefree, Uninhibited, A sense of
freedom, Escape, Fun, Pleasure
Entertainment Amused, Entertained
Connection
Reassurance
Empowerment
Stimulation
Australia Global
Global Data

24. Make sure you are planning to fulfill the different
needs of consumers
An example of how service access needs vary
r: 0.04
t Stim
me n u latio
rtain n
Ente
Adventurous, independant
A sense of freedom
Stimulated, inspired
Empowerment
Connection
Sociable, friendly
A sense of sharing, giving
Community, part of things
Belonging, togetherness
Reassured, peace of mind
Reas t
sura men
nc e Ma nage
Australia Data
Australian Influencers Australian Functionals
When accessing service, Influencers seek Community, Functionals seek Entertainment

25. Don’t forget your
website

26. Traditional ‘Digital’ channels still key
Average of sources used in the decision making process across 29 different
product and service categories
Organisation Site
Sites of related bodies
Offline WOM
Comparison sites
In store / office
Magazines, newspapers etc
Professional Reviews
User review (blog/forum) ASIA
Other online sources
Comments in a social network ASIA
Australia North America
Australia and North America Data

27. Don’t devalue your own website
Uplift in scores as a result of exposure to ‘brand’ website
+22-289%
+11-21%
+6-21% +4-22%
Brand Salency Brand Opinion Consideration Purchase Intent
Results from 4 brand experiment across Auto & TV categories

28. But you need to focus on improving the experience
“Government websites are too confusing and difficult to find
what you are looking for”
Strongly Disagree Neutral Agree Strongly
Disagree Agree
47% agree

29. Check who you
are engaging

30. The Voyeuristic West
Individualist
US
AU UK
NL CA
DE BE
Hoftstedt’s Cultural Dimension
SE FR
NO
DE ZA
FI
LU PT
ES
AT
IL
EE
IN
JP AR MA
RU AE
BR SA
TR
GR
PH
MX
PL MY
Collectivist
HK
SG KE CN TH
KR VN
Low High
% Who are regular content generators
Australia one of the lowest creators of web content

31. A simple framework for understanding User
Generated Content
Tweet, Blog, Write
Generators: More than weekly
Comment, Retweet,
Amplifiers: Forward More than
weekly
Read User
Readers: Generated Content
More than weekly

32. Australians not major consumers of UGC
Average Score: More than one week
Generators 37 22
Amplifiers 41 28
Readers 46 31
Global Australia

33. User Generated Content coming from
1 Segment
26% 20% 19% 19%
Knowledge-
Functionals Networkers Influencers
Seekers
Generators
Amplifiers
Readers
Australia Data
19% of the Australian market, Influencers, responsible for creating most of the UGC

34. Show me the
money

35. Australians not big community socialisers
HIGH
MY
RU
TR
Time spent consuming social media
GR
MA
SI TH
ZA AE
CN BR
HK
UK SA
EE NO KE
CA
PT
IT
AU PL
SE
US
FR AT FI IL
EG
LU
DE MX VN
BE DK AR
PH
NL
ES
NG
KR IN
IN
JP
UG
TZ
Low
Low % Linked to organisations High
Global Data
30% of Australians connected to organisations in Social Networks

36. Show me the money!
KEY
Highest Country
Australia
Likelihood of
encouraging
participation in
community (%)
Lowest Country
Organisation Copy Personal
Attraction Cat Benefit
(like the organisation) (follow friends) (incentivised)
Global Data
Australians most likely to respond to incentives

37. But the need for incentivising diminishes with
sophistication of user
Reasons for joining online community
NETT: Personal
Benefit
NETT: Follow Friends
NETT: Organisation
Attraction
ls
rs
rs
rs
na
ce
ke
ke
tio
en
or
ee
nc
tw
fl u
-s
Fu
Ne
In
ge
ed
wl
o
Kn
Australia Data
60% of Influencers connect to organisations they like

38. Local successes
Organisation Attraction (+ incentives) Incentives (+ brand attraction)
Rated as being successful ANZ communities on www.famecount.com

39. Develop a 6 th
sense

40. The web is dead, long live the internet
Used Mobile Web Used Apps
(Past 4 weeks) (Past 4 weeks)
KEY
Highest Country
4 Weekly
Australia
Usage
Lowest Country
Used Mobile Web Used Apps
Australia Rank (Total) 28 27
Australian Rank
15 11
(Developed markets)
Australia ranks #28 for mobile web usage (Among users)

41. But it’s no longer just for early adopters
26% 20% 19% 19%
Knowledge-
Functionals Networkers Influencers
Seekers
Mobile Internet usage 6 28 20 31
Every 4 Weeks
Mobile App usage 13 27 40 49
Every 4 weeks
Australia Data 4 of 6 Segments becoming mobile

42. Location is becoming increasingly of interest
Interest in mobile based services
62 61
58
47
39 37
22
7
Maps/ Public Mobile Bar SMS Sponsored Location Location
Navigation Transport/ Coupons Code Sales Apps based based
Travel Info Scanning Notice Social dating
Networking
Australia Data

43. Help guide them
Interest in
Public transport
info
61
43

44. Australians want information on the go
Interest in
Interactive
Gov’t
Information
On the go
74
44

45. Australians want to help
Interest in
reporting street
issues via app
73
45

46. Key
out-takes

47. Invest time to understand
your audience
Use a digital lens to view the
market, understand the who,
what , why and where.

48. Don’t succumb to
peer pressure
Don’t do something
because its cool, do it
because its right for
your target

49. Don’t reinvent the
wheel, unless you
have to
Look beyond our
shores for ideas that
can be localised and
implemented