Helping brands make better digital decisions TNS’s global study, Connected Life, reveals a deep understanding of the changing media landscape and the role different digital media have in consumers’ lives. This knowledge empowers brands to target with greater efciency and connect with consumers at the right moment on their path to purchase. Connected Life helps brands make better digital decisions. Get better connected.

1. Connected Life 2014
Connected Life 2014
© TNS 2014

2. Media fragmentation is often described
as the biggest brand challenge of the
digital age.digital age.
In reality, it’s the greatest opportunity.
© TNS 2014
Connected Life 2014
2

3. Decision-making in a connected world
As digital ecosystems grow, consumer
behaviours fragment, they may split their time
across multiple channels, multiple devices or make
Understanding the role of different digital media
therefore allows for granular, personalised
targeting; of specific user groups, at specificacross multiple channels, multiple devices or make
purchase decisions based on multiple touchpoints.
This does not happen, however, without any
pattern. Ultimately, owning a larger array of
devices or having access to a wider choice of
media channels drives specialization.
Consumers select the device, channel or
touchpoint that’s right for them based on the
context they’re in and their specific need.
targeting; of specific user groups, at specific
moments, to meet specific needs, during specific
stages in the path to purchase.
Connected Life delivers this
understanding
© TNS 2014
Connected Life 2014
3

4. 11
Study Positioning
© TNS 2014
Connected Life 2014

5. Decision-making in a connected world
Informs decision-making
throughout the digital
activation process
And delivers a
granular view on
new opportunities
Connected Life offers
breadth and depth of
coverage
© TNS 2014
Connected Life 2014
5

6. Connected Life looks at the ‘regular internet users’ in 49 markets
around the world
© TNS 2014
Connected Life 2014
6

7. Connected Life at a glance
Connected Life delivers the market, category and user level data necessary to inform
better decision-making throughout the digital activation process
What
WhoWho Regular internet users aged 16-65
Where 49 markets
When Fieldwork launched April, reporting July 2014
Connected Life 2014
© TNS 2014

8. Sample profile of ‘regular internet users’, (defined as using at least weekly),
covering 49 markets around the world
Country Sample Methodology
Argentina 1000 Offline CLT
Australia 1000 Online
Austria 1000 Online
Belgium 1000 Online
Brazil 1000 Offline
Country Sample Methodology
Mexico 1000 Offline
Netherlands 1000 Online
New Zealand 1000 Online
Nigeria 1500 Offline
Norway 1000 OnlineBrazil 1000 Offline
Canada 1000 Online
China 1800 Offline
Colombia 500 Offline CLT
Czech Republic 1000 Online
Denmark 1000 Online
Egypt 1000 Offline
Finland 1000 Online
France 1000 Online
Germany 4000 Online
Ghana 1000 Offline
Greece 500 Offline
Hong Kong 1000 Online
Hungary 1000 Offline
India 1800 Offline
Indonesia 1000 Offline
Israel 1000 Online
Norway 1000 Online
Philippines 1000 Offline
Poland 1000 Online
Portugal 500 Offline
Russia 1000 Online
Saudi Arabia 1000 Offline
Singapore 1000 Online
Slovakia 1000 Online
South Africa 1000 Offline
South Korea 1000 Online
Spain 1000 Online
Sweden 2000 Online
Switzerland 1000 Online
Taiwan 1000 Online
Thailand 1000 Offline
Turkey 1000 Offline
Connected Life 2014
© TNS 2014
Israel 1000 Online
Italy 1000 Online
Japan 1000 Online
Kenya 1000 Offline
Malaysia 1000 Online
Turkey 1000 Offline
UAE 1000 Offline
UK 1000 Online
US 2000 Online
Vietnam 1000 Offline
Fieldwork period: March – April 2014
101

9. Structure of insights
What’s the role of different digital media?
What granular opportunities exist to meet specific brand objectives?
1 2 3 4
Role of digital in driving
Brand activation
To what extent is online
research and purchase
prevalent in my category?
What are the barriers and
Role of digital in increasing
Brand awareness
What do consumers use these
devices for? What content or
services do they access, why?
What is the incremental reach
Role of digital in the overall
Media Landscape
Research Questions
What does the device
infrastructure look like either
locally or globally?
What is the interaction
Role of digital in
Brand building
How do digital consumer
behaviours, attitudes, needs
and motivations change across
categories?
How has the growing
digital ecosystem
impacted media habits?
What is the reach of
digital platforms and
channels?
How and why do
consumers engage
with brands?
How digital is the
Path to Purchase?
Connected Life 2014
© TNS 2014
What are the barriers and
drivers of eCommerce?
What’s the share of voice for
digital and social channels
throughout the P2P?
How do these paths change
across segments?
What is the incremental reach
of different digital channels?
What are the key market
trends? Where is the market
going and how quickly is the
market changing?
How does this compare across
segments?
What is the interaction
between devices and media?
What does a day in the life of a
digital consumer look like
across the world?
What are the different types of
digital segment that exist
across markets?
What channels or routes of
engagement are used?
What content needs exist
across categories?
How does this compare across
targets, categories and
markets?
17

10. Grocery (food and drink)
Instant Savoury Snacks, Soups and Ready To
Eat Salads
Dairy (milk, cheese yoghurt)
Biscuits & Cakes
Sauces & Dressings
Cooked Meats (Pre-packed & Unpackaged)
Grocery (non-food cont.)
Cosmetics / facial care products
Skin care products
Hair care products
Personal hygiene products (Deodorant, Female
hygiene)
Oral Care e.g. toothpaste, mouthwash
Reports and data are focused on owners / users of the following product
categories
Automotive
Motorcycle
New car
Second hand car
Babycare
Cooked Meats (Pre-packed & Unpackaged)
Spreads
Bread
Breakfast Cereals
Ice Cream & Desserts
Frozen Food
Stocks & Oils
Rice & Pasta
Confectionery, snacks, treats
Confectionery (chocolates and other sweets)
Potato Crisps, Tortilla & Corn Snacks
Teas & Coffees & other hot drinks
Colas
Fizzy, Soft or Energy Drinks
Fruit Squashes and Cordials
Oral Care e.g. toothpaste, mouthwash
Cleaning/household products (bleach)
Laundry Detergents (fabric care etc)
Over-the-counter medicines (headache,
indigestion, cough medicines)
Prescription medicines/Drugs (prescribed by a
medical professional)
Pet Food
Technology
PC / Desktop / Laptop
Tablet
Mobile phone or smartphone
Camera (still & video)
TV (LCD, 3D, Plasma, LED etc.)
Baby care products such as food or diapers
Baby care products such as prams, mats or
toys
Financial services
Banking products and Investment
Credit cards
Insurance
Holiday, travel and other
Clothes & shoes
Holiday/travel (e.g., airfares, accommodation)
Movies (DVDs or downloads)
Music (CDs or downloads)
© TNS 2014
Fruit Squashes and Cordials
Ready-To-Drink Juices and Smoothies
Bottled Mineral Water (non flavoured)
Alcoholic Beverages*
Mixers for Alcoholic Drinks*
Tobacco/ cigarettes*
e-Cigarettes*
TV (LCD, 3D, Plasma, LED etc.)
White goods and home appliances
Software or apps (PC, Laptop, Tablet & Mobile)
10
Music (CDs or downloads)
*Included based on local regulations

11. Decision-making in a connected world
Informs decision-making
throughout the digital
activation process
And delivers a
granular view on
new opportunities
Connected Life offers
breadth and depth of
coverage
© TNS 2014 11

12. From strategy setting to tactical planning…
1. Identify 2. Activate 3. Optimise
Understand
the market
Assess the
category
Evaluate the
target
Launch
activation
Evaluation &
optimisation
Understand the
market; review the
landscape to identify
growth opportunities
Assess the category;
which platforms and
channels are used to
engage, interact or
research
Evaluate the user;
determine consumer
needs to direct
content & connection
strategy
Launch; develop
digital activation
framework, process
& metrics for
evaluation / KPIs
Optimise; evaluate
pilots, test and learn,
review and refine
metrics & KPIs
© TNS 2014
Scope of Connected Life
12

13. The first two decisions to make –
To what extent should I focus on digital rather than other media channels?
And which specific digital channels should be the priority?
The answer will differ across markets, categories and users, based on the level of digital influence and social
engagement that exists. We use a simple framework to describe this dynamic
Digital influence
Low
influence
High
Digitalinfluence
© TNS 2014
High
Social engagement
Low
Social engagement
Social engagement
Low
Digitalinfluence
13

14. Digital users segmentation: we plot the world’s digital users on a simple
framework based on their level of digital influence and their level of social
engagement
Digital influence
driven by access
to digital channels
Low
influence
High
Digitalinfluence
Connected Life 2014
© TNS 2014
High
Social engagement
Low
Social engagement
Social engagement
driven by user attitudes
to digital channels
Low
Digitalinfluence
5

15. …in order to measure the profile and size of digital users in each market
Heavy reliance on digital & social
media
An Influencer in social media
Constantly connected through the
day, across multiple devices in many
Heavy reliance on digital media
but not that involved in social
media
Usage digital through the day,
across multiple devices in many
Observers Leaders
DigitallyEngaged Heavily digital
skewed, highly
socially
influenced
Socially
influenced
but low
digital skew
Low digital
consumption
and social
influence
Heavy
digital skew
but not
socially
influenced
Heavy reliance on social media
A consumer of social (rather than an
influencer)
Not a heavy user of digital outside of
social
day, across multiple devices in many
markets
Hard to reach via traditional means
Greatest influence of digital & social
in the decision path
Low digital usage
A virtual non-consumer of social
content
Still consuming large amounts of
traditional media
across multiple devices in many
markets
Use digital heavily in the decision
path, but official not user content
Followers Hunters
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Socially influenced
social
Still consuming traditional media
Digital touchpoints not that prevalent
in the decision path
traditional media
Digital not prevalent in the
decision path

16. Decision-making in a connected world
Informs decision-making
throughout the digital
activation process
And delivers a
granular view on
new opportunities
Connected Life offers
breadth and depth of
coverage
© TNS 2014 16

17. Uncovering opportunities…
To help you reach, engage and be more relevant to your audience
Re-enforce messaging
through multiple channels
Be more efficient with an
optimised media mix
Be more effective with
contextual targeting
A consumer-centric
approach to brand activation
Personalise content and
tailor messaging to each
segment
Take a consumer-centric
approach to brand building
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18. 1 Media consumption 5
Research/purchase
(online and offline)
2 6
The questionnaire covers eight question themes in addition to profiling and
demographics
2 Device ownership 6 Respondent profiles
3 Digital activities 7 Category Touch points
4 Daypart usage 8 Future behaviour
© TNS 2014

19. Media consumption provides behavioural context
Frequency / part of the day / time spent in using online and offline media:
Internet / TV / Radio / Print newspaper / magazine
1 Media consumption
Internet / TV / Radio / Print newspaper / magazine
The access to multiple channels changes TV watching habits
High TV
consumption India
USA
UK
Spain
Chile
Hong Kong
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19
Heavy online, Light TV
High online video
Consumption
South KoreaGhana
Brazil
Poland
Heavy TV and online videoHeavy TV, Light online

20. Total time spent on media daily (hours)
Media consumption provides behavioural context
1 Media consumption
1,5
2,3
1,9
3,2
4,1 5,3
5
10
TV Radio Newspaper Online
Total time spent on media daily (hours)
Hours/day
© TNS 2014
1,3 1,5 1,6 1,8 1,5
0,3
0,3 0,3
0,4
0,3
1,0
1,2 1,3
1,5
1,2
0
Local Segment 1 Segment 2 Segment 3 Segment 4
20

21. Device infrastructure drives digital access
Current and likely future technology ownership:
Computers, tablets, mobile phones, smart TVs
Mobile phone brand/OS and tablet brand
2 Device ownership
Mobile phone brand/OS and tablet brand
Internet usage
93
82
58 61
50 45
29
Local
Feature phone Smartphone Tablet Laptop Desktop Cable internet WiFi at home
© TNS 2014
21
93
82
58 61
50 45
29
Global
Feature phone Smartphone Tablet Laptop Desktop Cable internet
at home
WiFi at home

22. Device infrastructure drives digital access
2 Device ownership
Total time spent online daily (hours)
1,3 1,5 1,6 1,8 1,5
0,3
0,3 0,3 0,4
0,3
1,0
1,2 1,3
1,5
1,2
2
4
6
8
10
via Mobile via Tablet via PC/laptop
Hours/day
© TNS 2014
22
1,3
0
Local Segment 1 Segment 2 Segment 3 Segment 4
Average number of devices owned
3.8 2.7 2.7 2.7 2.7

23. Growing digital ecosystems enable access to a wider and wider range of
activities and services
Frequency engaging in various online activities:
Sharing / consuming content / Social media (incl. networks used) / Brand interactions
3 Digital activities
68
81
65
45 37 35
Local
%
CommunicationSocialEntertainment Information
seeking
Shopping Productivity
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23
80 75 75
44 42 45Global
Addressable media
Influence media
General activities

24. Increased access to multiple devices drives specialization, each device has a
different footprint
3 Digital activities
22
20
25
15
7
11
How people are using different devices for different activities
22
20
15
7
11
22
20
15
7
11
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24
25
Communication Social Entertainment Information seeking Shopping Productivity
2525
TabletMobile PC/ Laptop

25. Daypart usage provides a ‘day in the media life’ of a digital consumer
Media and devices used during the day:
Time spent per device/medium
Daypart segment where each device/medium was used
4 Daypart usage
Daypart segment where each device/medium was used
Activities for medium/daypart combinations
Weekday/weekend quotas
39 34 28 30
39 41 40
52
25
26 30
26
36
27
47 42
45
23
31
51
17
Addressable media: News or entertainment
Influence media: Online shopping/ search
Addressable and Influence media: Social networking, blogging or on forums
© TNS 2014
25
17 22
10
22 20 25 26 29
13 12
33
22
39 34
30
28 30
25 33
25
When I
wake up
Early
morning
Morning
commute
Late
morning
During
lunch
Early
afternoon
Late
afternoon
Early
evening
Evening
commute
During
dinner
Late
evening
In bed
before I go
to sleep

26. How traditional and online media are consumed throughout the day
4 Daypart usage
Total time spent daily
TV: 2.1 hours Newspapers: 0.5 hours
Reach %
0
25
50
75
100
TV Radio Newspaper/Magazine Online
Online: 3.8 hoursRadio: 1.7 hours
© TNS 2014
26
0
In bed
when I
wake up
Early
morning
Morning
commute
Late
morning
During
lunch
Early
afternoon
Late
afternoon
Early
evening
Evening
commute
During
dinner
Late
evening
In bed
before I go
to sleep

27. Product research/purchase: level of research conducted online differs by
category
Path to purchase:
Online/offline research / purchase by category
5
Research/purchase
(online and offline)
Online/offline research / purchase by category
Drivers and barriers toward online purchase
Technology
Willing to
engage
with brands
Not willing to
engage
with brands
Cosmetics
Financial services
Research online
© TNS 2014
27
with brandswith brands
Cosmetics
Personal Hygiene
No online research

28. Markets move through the development funnel by addressing key barriers
and drivers to eCommerce
5
Research/purchase
(online and offline)
Development funnelDevelopment funnel
To develop a market’s eCommerce proposition, key barriers must be addressed
Average level of eCommerce (%)
Access
Digital infrastructure
/ payment
Trust
Security concerns,
lack of trust
Price / choice
Prefer offline
Experience
Developed
© TNS 2014
28
Kenya
Nigeria
Ghana
SaudiArabia
Thailand
Turkey
Vietnam
Taiwan
Hungary
Egypt
Austria
UAE
Argentina
Slovakia
Malaysia
Poland
China
HongKong
Russia
Mexico
France
SouthAfrica
CzechRepublic
Netherlands
Portugal
Greece
Finland
Israel
Switzerland
Denmark
Norway
Colombia
Belgium
Japan
Germany
Singapore
Spain
India
UK
Philippines
Brazil
NewZealand
Indonesia
Canada
Australia
Italy
SouthKorea
Sweden
US

29. Respondents profiling to understand who they are, what they do, who shops
for what, etc…
Attitudes and behaviours:
Attitudes to and usage of the internet / social media
6 Respondent profiles
Entertainment, decision making, media consumption etc
Who they are
59%
41%
48%
51%
Age
Gender
What they do
Average number of devices owned
Time spent online daily (hours)
4.1 6.5
Followers Followers
© TNS 2014
29
3,1 2,8 3,5 9,4
Mobile Tablet PC/Laptop Total online time
4.02,22,27,530
2025
20
516-24 years
25-34 years
35-44 years
45- 54 years
55-65 years
%
%

30. Younger consumers more mobile-centric
6 Respondent profiles
Total time spent online daily (hours)
1,3 1,5 1,6 1,8 1,5 1,5 1,5 1,0
0,3
0,3 0,3 0,4
0,3 0,3 0,3
0,2
1,0
1,2 1,3
1,5
1,2 1,2 1,2
0,8
2
4
6
8
10 via Mobile via Tablet via PC/laptop
Total time spent online daily (hours)
Hours/day
© TNS 2014
30
1,3 1,5 1,6 1,8 1,5 1,5 1,5 1,0
0
Local Male Female 16-24 years 25-34 years 35-44 years 45-54 years 55-65 years
Average number of devices owned
3.8 2.7 2.7 2.7 2.7 2.7 2.7 2.7

31. 7 Category Touch points
As a market becomes more digitally advanced, the number of
touchpoints grow
Steps used in purchase path for specific categories:
Information sources / How sources helped
When brand decision is made / Post-purchase behaviour
Go to
store
Post-purchaseDiscovering PlanningWho Deciding
16-34 year
old wants to
buy
cosmetics
Italy
Total no. of
touchpoints used: 7
Went to
brand
website
Went online
to find more
information
Went to
a brand
website
to narrow
down
selection
Read user
reviews
online
Buy
online
© TNS 2014
31
cosmetics
Used a
search
engine to
get ideas
and
inspiration

32. 7 Category Touch points
What role do online channels play in the context of the path to purchase
27
27
25
Retailer website
User reviews
In-store
Global
Italy
Discovering
Purchase
Planning Deciding
%
%
%
%
%
%
27Retailer website
27
27
25
Retailer website
User reviews
In-store
27Retailer website
27
27
25
Retailer website
User reviews
In-store
27Retailer website
$
© TNS 2014
32
27
25
Retailer website
User reviews
In-store
27
25
User reviews
In-store
27
25
User reviews
In-store

33. What are the emerging consumer trends: device driven services
Awareness, usage and interest in trends such as:
Quantified self / Asset light lifestyle / Wearable tech / Connected homes and cars
8 Future behaviour
Device driven services
Online2offline Services
Using a 3D printer
The Quantified Self
Monitoring personal data
such as your exercise, sleep
or calorie consumption via
an app or using a wearable
device
Connected home
Connecting your home to
other devices or the internet
so you can control, for
example, temperature,
lighting or play music on a
sound system, via your
mobile or PC
Offline2online devices
Using wearable technology
(such as a Fitbit, smart
watch or Google glasses)
Connected car
Connecting your car to
other devices so you can
download apps or access
online services through
your vehicle, or control
features on your car from
your phone
%
Global Italy
The Quantified Self
Device and services
82890 82 8 90
© TNS 2014
33
% The Quantified Self
Connected Car
82
62
53
46
35
8
21
25
10
7
90
83
78
56
42
Offline2Online devices
Online2Offline devices
82
62
54
46
38
8
21
15
10
4
90
83
69
56
42
Connected Home
Usage Interest

34. What are the emerging consumer trends: device driven media and social
services
8 Future behaviour
Social servicesDevice driven media
Level of adoption of
new digital trends
Asset-light lifestyle
Using wearable technology
(such as a Fitbit, smart
watch or Google glasses)
Multiscreening
Using multiple devices
at the same time, e.g.
using your mobile
whilst watching TV
Sharing/P2P economy
Buying or selling Bitcoins,
participating in a peer-to-
peer marketplace such as
Airbnb, or Kickstarter, or
lending to or borrowing from
other individuals (rather
than through a bank or
building society)
Connected home
Connecting your home to
other devices or the
internet so you can control,
for example, temperature,
lighting or play music on a
sound system, via your
mobile or PC
new digital trends
indicates the how open
digitally consumers are.
This is important
because it indicates the
potential success of
digital innovation as
well as show where
there are new
opportunities to
connect with
consumers.
% %
Social services
9082890
Global Italy
© TNS 2014
34
% %Sharing/P2P economy
Social discovery
82
62
8
21
90
83
82
62
8
21
90
83
Asset-light lifestyle
Multi-screening
Device and media
82
62
8
21
90
83
82
62
8
21
90
83
Usage Interest

35. Would you like to know more?
Gabriella Bergaglio
Digital Practice Lead
@: gabriella.bergaglio@tnsglobal.com
Mob. +39.334.60.91.720
© TNS 2014 35
Walter Caccia
Account Manager
@: walter.caccia@tnsglobal.com
Mob. +39.347.0066172