8. The Digital Age …:
“Nu arbejder vi jo ikke i sandhedsbranchen som
sådan. Vi arbejder i informationsbranchen.”
Jeppe Nybroe, DR
8
Demystifying Consumers
9. Describing the world’s digital life…
HIGH
Internet is commoditised CONSUMPTION Internet is pivotal
Makes my life more efficient Is the centre of my life
LOW HIGH
INVOLVEMENT INVOLVEMENT
Internet is functional Internet is aspirational
LOW Helps me achieve my goals
It helps me to be productive
CONSUMPTION
9
Demystifying Consumers
10. …charting market development
HIGH
Internet is commoditised CONSUMPTION Internet is pivotal
Makes my life more efficient Is the centre of my life
Developed Markets Emerging Markets
LOW HIGH
INVOLVEMENT INVOLVEMENT
Internet Penetration Internet Penetration
Netherlands: 89% India: 7%
Internet is functional Internet is aspirational
LOW Helps me achieve my goals
It helps me to be productive
CONSUMPTION
10
Demystifying Consumers
12. Are brand messages accepted on social media?
Attitudes to brand interaction on social media across countries
% actively 48 42
looking for 29 33 31
23
brands 14 9
9 13 12
22 23 17
% who find 29 26
brands
intrusive
12
Demystifying Consumers
13. Aligning to consumers’ path to purchase will reduce the
chances of intrusive contact
Attitudes to brand interaction within activities
% actively
looking for
brands
% who find
brands
intrusive
13
Demystifying Consumers
14. Once upon a time...
Mass Media
In-store
Purchase
Shopper
14
Demystifying Consumers
15. ...then along came the internet
Manufacturer Sites
In-store sales
Blogs
people In-store
Purchase
Shopper
Instore
E-tailers Media
Search sites Video Online
Purchase
Social Mass
Networks Media
Friends &
Family
15
Demystifying Consumers
16. ...even within one of these touchpoints, consumers may be
fulfilling multiple needs
16
Demystifying Consumers
17. Multimedia integration is the next step for
social network users
Stream music / Download Upload video /
video media music
17
Demystifying Consumers
18. Messaging are the key components of social media activity.
Multimedia aspects are still only performed at very low levels.
% doing social media activity daily
I5: Social media activities
Bases: All respondents 3012 18
Demystifying Consumers
19. Nearly a third (29%) of consumers have engaged with brands via
comments on social networking sites.
Brand Activities on Social Media
16% Talking
(Written positive or
negative comments about
brands)
21% Listening
(Viewed user comments
about brands)
71% Inactive
(Does not read or write
comments about brands)
N14: Brand activities on social media
Bases: Social networkers 2355 19
Demystifying Consumers
20. Under 20‘s are the most active sub-group in discussions on
brands.
% Brand Activities on Social Media
Global Denmark Male Female 16-20 21-24 25-34 35-44 45-60
N14: Brand activities on social media
Bases: Social networkers 40819 / 2355 / 1148 / 1207 / 88 / 188 20
Demystifying Consumers
/ 557 / 664 / 858
21. Consumer insight can help to identify touchpoints by mission
% used touchpoint for researching automobiles
70% Online
online sources to research their touchpoints
purchase
Offline
37% touchpoints
used offline sources to research
their purchase
21
Demystifying Consumers
22. To summarise...
Opportunity for brands which can
‘Digital’ is transforming lives
provide consumer utility
Reaching the digital consumer is Consumer receptiveness to brand
not straightforward or easy communications depends on mission
Proliferation of touchpoints Ensure they work together
But many universal truths remain Understand your consumer and put
the same them at the heart of what you do
22
