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Discover how latin america lives online

Discover how Latin America lives online


Digital life what makes this a landmark study

Digital Life: What makes this a landmark study?

Global scope, local expertise

Survey data from each of the 46 markets covered by this study is analysed by our local country experts. This ensures that each report delivers actionable insight which includes local issues as well as global and regional trends.

That goes ‘Beyond Behaviour’

People are not made of numbers, page views, or clicks. They are made of attitudes, needs, and motivations. TNS uncovers these to provide unique insights to help drive marketing success in the digital world.

To address critical business issues

This study provides a framework for both strategic and tactical deployment of marketing resources across channels and digital platform, geographies, sectors and consumer target groups.


Discover how latin america lives online

Digital Life covers 46 markets and 88% of global internet usersA guide to the Digital Life regions and countries

Northern and Western Europe

Austria, Belgium, Denmark, Finland, France, Germany, Luxembourg, The Netherlands, Norway, Sweden, UK

Middle East and North Africa

Egypt , Morocco, Saudi Arabia, UAE

Emerging Asia

Indonesia, Malaysia, Philippines, Thailand, Vietnam

Southern and Eastern Europe

Estonia, Greece, Israel, Italy, Poland, Portugal, Russia, Spain, Turkey,

China

China (Tier 1-3 Cities)

North America

Canada, USA

Latin America

Argentina, Brazil, Mexico

India

India (all tiers)

Developed Asia

Australia, Hong Kong, Japan, Korea, Singapore,

Sub-Saharan Africa

Kenya, Nigeria, South Africa, Tanzania, Uganda


Agenda

Agenda

What is the state-of-play in the digital landscape?

1

How and to whom do we tailor the message?

2

How do we maximize opportunities with the digital consumer?

3


Discover how latin america lives online

What is the state of play in the digital landscape?

1

The size and structure of the digital medium

The hierarchy of digital activities

“The internet is everywhere, but it is not everywhere in the same way” (IenAng)


Internet penetration in latam and argentina is slightly above the global average

Internet penetration in Latam and Argentina is slightly above the global average.

Internet World Stats / S5: How often access

Bases: Total n=48804


Internet penetration in argentina still shows big differences per segments

Internet penetration in Argentina still shows big differences per segments…

Internet penetration per segment

% accessed internet in the last 30 days

MALE

FEMALE

Internet access in the last 30 days. Base: n=1000.

Source: TNS Argentina. Septiembre 2010.


But digital consumers continue growing

… but digital consumers continue growing.

Evolution

% accessed internet in the last 30 days

Internet access in the last 30 days. Base: n=1000.

Source: TNS Argentina. 2000, 2005, 2010.


Internet access growth is driven by argentinean on lower level incomes

Internet access growth is driven by Argentinean on lower level incomes

% Access the internet within the last 2 years

19% among those with lower income

8%

S6. First use of Internet

Base: Total Global, LAm, Arg; 48804/2652/649


Daily usage of tv is still higher than digital media among latam internet users

Daily usage of TV is still higher than Digital Media among Latam internet users

% internet users accessing daily

1. Digital: 61%

2. TV: 54%

3. Radio: 38%

1. TV: 68%

2. Digital: 53%

3. Radio: 44%

S5: How often access / i10: Usage of offline media

Base: All respondents 48804, 2652, 900, 649, 1103


Spend is big and rising

Spend is big and rising


Discover how latin america lives online

What is the state of play in the digital landscape?

1

The size and structure of the digital medium

The hierarchy of digital activities

“The internet is everywhere, but it is not everywhere in the same way” (Ien Ang)


What do we do when we are online a guide to digital activities

What do we do when we are online?A guide to digital activities

Purchasing online, whether it be groceries, cinema tickets, clothing, gifts, flights or services

Connecting and sharing with others online, uploading pictures to a photo sharing site or internet dating

Browsing for things to buy online or offline; e.g. consumer reviews, websites, search engines

Personal email account. Checking inbox, writing and composing email messages

Keeping up to date with current affairs, sports, culture and the weather

Source general information & learn online. Includes: ‘Googling’ online encyclopedias and self educating online etc

Specialty websites that help you pursue your personal interests & hobbies or a blog/forum you read or write

Planning & organising your life online, including journey planners, using maps services

Watching video, listening to music or radio streaming or watching on-demand TV programs

Using internet banking, paying or checking your bills, topping up mobile phone/travel cards, doing tax return etc

Games you play on or via the Internet, either single-player games or multi-player games (not via a console)


Discover how latin america lives online

Heavy usage of Social Media, e-mail and Multimedia in Latam drives their level of engagement while e-Commerce is low in the region

  • % doing activity daily

I1: Frequency of online activities

Base: All respondents, n=48804, 2652


Despite much lower daily use social networking attract a similar volume of usage to email

Despite much lower daily use, social networking attract a similar volume of usage to email

  • I3: Importance of online activitiesBases: All respondents 48804


For the emerging world digital is a transformational media

For the emerging world, digital is a transformational media

% online users who agree that:

‘In the online world, I can better express my feelings’

41% among women,

34% among men

37%

L3: Agreement with statements

Base: Totals (Global, Argentina; n =48804, 649)


Engagement with digital media is not proportional with internet access

Engagement with digital media is not proportional with internet access…

Engagement

Behavior

Digital Consumption

How often I use the internet

Hours online by activity

How often I do each activity

Attitudes

Digital Involvement

Attitudes to using the Internet

Attitudes to digital communication platforms

Relevance of our digital life and our digital consumption explains our digital engagement…


Despite lower daily internet usage latam shows relatively higher engagement with digital media

Despite lower daily internet usage, Latam shows relatively higher engagement with digital media…

Internet World Stats / S5: How often access

Bases: All respondents n=48804


Discover how latin america lives online

…and this phenomenon is led by Brazil matching other less developed countries who lead the engagement ranking.

Ranking of online users highly engaged

  • Digital Engagement Score

Bases: All respondents 48804


Discover how latin america lives online

The future is digital…the future of digital is MOBILE


Much of future growth will be driven by mobile phone

Much of future growth will be driven by mobile phone.

I6: Future development of activities

Bases: All respondents 48804

Future increase in activities

I6: Change in future activities use

Base: All respondents, n=48804, 2652, 900, 649, 1103


Mobile the fastest technology adoption in history

Mobile: The fastest technology adoption in history!

Cellular mobile subscriptionsInternet usersFixed telephone linesMobile broadband subscriptionsFixed broadband subscriptions

Today mobile is the personal technology most popular and widespread on the planet, with4.6 billion subscriptions worldwide by the end of 2009.

Source: ITU World Telecommunication/ICT Indicators Database. 2009


There have been four key drivers

There have been four key drivers…

Immediacy attraction:“here and now”

Better user experience

Unlimited data plans

Marketing and apps development


Implicit digital consumer needs covered

Implicit digital consumer needs covered

Adventure, competition

Fun, amusement

Standing out, feeling confident

Sociability, sharing and community

Acceptance, a sense of belonging

Organization, knowledge and mastery

Fun, amusement


Discover how latin america lives online

Needs which are catered for by the most frequent online activities span an axis between social entertainment and personal management

Dominant Consumer Needs

NeedScope profiling of activities.


Discover how latin america lives online

Social networking in Latam closely connected to fun and entertainment, but more affiliative globally: activation strategies need to differ across regions

NeedScope profiling of activities.


Internet users in argentina show higher usage of digital activities than global average

Internet users in Argentina show higher usage of digital activities than global average...

Argentina ranks 5th on daily usage of Social activities

There are still strong barriers to e-Shopping!

... but not in all ...


E shopping in latam online buying and pre purchase browsing

e-Shopping in LatamOnline buying and pre-purchase browsing

  • Compared to the rest of the world, Latam is still behind in online purchasing. However, Internet is widely used as a source of information search prior to purchase.

  • 7 out of 10 internet users browsed for information about brands and only 3 out of 10 internet users in Argentina bought online in the last month.

  • Argentina

    68%

    29%

  • Brazil

    89%

    57%

  • México

    65%

    38%

% did pre-purchase browsing

vs. Online shopping(last month)

Fuente: TNS Digital Life, 2010


Why don t we buy online

¿Why don´t we buy online?

Functionals users show lower e-Shopping levels than rest of users. Which attitude towards Internet characterize this group?

“I am concerned about data protection and privacy in the internet”


Lack of trust in institutions

Lack of trust in Institutions

(*) Political parties: 1986

* 2007

TNS Gallup Argentina - National sample adult population


Lack of trust in institutions1

Lack of trust in Institutions

To what extent do you perceive the following

categories to be affected by corruption in this country?

Would you be willing to

pay more to buy from a

company that is

clean/corruption free?

YES:

Fuente: Barómetro CIMA 2008 – Muestra nacional población adulta


And also lack of interpersonal trust

…and also lack of interpersonal trust!

Generally speaking, would you say that most people can be trusted or that you need to be very careful in dealing with people?


And also lack of interpersonal trust1

…and also lack of interpersonal trust!

Fuente: WVS – TNS Gallup Argentina 2006

Muestra nacional población adulta


Confidence and security are critical needs for e shopping in the region

Confidence and security are critical needs for e-Shopping in the region.

NeedScope profiling of activities.


Discover how latin america lives online

How and to whom do we tailor the message?

2

  • Brand alignment to consumer groups


Discover how latin america lives online

INFLUENCERS

The internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

NETWORKERS

The internet is important for me to establish and maintain relationships.I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with That said I’m not really the kind of person to voice my opinions online.

ASPIRERS

I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

COMMUNICATORS

I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one.

FUNCTIONALS

The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really worried about data privacy and security. I am older and have been using the internet for a long time.

KNOWLEDGE-SEEKERS

I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions.

Digital Lifestyles

Base: All respondents, n=48804


Discover how latin america lives online

On the digital consumer engagement map, the relationship between behavior and attitude towards digital is not linear

Internet is pivotal

Is the centre of my life

Internet is commoditized

Makes my life more efficient

HIGHCONSUMPTION

LOW INVOLVEMENT

HIGH INVOLVEMENT

Internet is aspirational

Helps me achieve my goals

Internet is irrelevant

Not a big part of my life

LOWCONSUMPTION

Digital Lifestyles – ver el anexo de la metodología

Base: All respondents, n=48804


Digital life styles a global view

Digital Lifestyles – see methodology pack

Bases: All respondents

Digital Life Styles: A global view

Functionals

Functionals

Functionals

Networkers

Influencers

Influencers

Functionals

Networkers

Communicators

Influencers

Knowledge Seekers

Communicators

Aspirers

Influencers

Influencers

Aspirers

Aspirers

Knowledge Seekers

Aspirers

Digital Lifestyles

Base: Allrespondents, n=48804


Discover how latin america lives online

Size segments by region: Functionals tend to dominate in NW Europe, NAM and Dev. Asia, while Influentials tend to dominate in India and China

% incidence

% Digital Lifestyle per regiòn

Digital Lifestyles

Base: Allrespondents, n=48804


Meet the functionals

Digital Engagement

Digital Activities

L

L

H

L

“The internet is a practical tool”

Meet the FUNCTIONALS

Who?

Involvement

Digital Engagement

Male

Female

Consumption

L

Younger

Older

Employed

Not employed

Digital Attitudes

Brand interaction

Frequency of internet access

I am concerned about data protection and privacy in the internet

Open to brands

Brands are intrusive

Low

High

Number of friends

Level of online purchasing (out of six)

5th

Internet helps me connect with other like-minded individuals

In the online world, I can better express my feelings

The Internet improves the relationships I have with other people

Above average touchpoints

ONLINEOFFLINE

Branded sitesOffline media

Retailer sitesRetail shop

Price comparisonOffline WOM

Search engine

User review on blog

Review sites

Social network comments

N America

N/W Europe

S/E Europe

Dev Asia

Where?

Segmentación Global . Ver pack metodológico para detalles

Base: Functionals 8324


Meet the aspirers

Digital Engagement

Digital Activities

H

L

H

L

“I’m looking to create a personal space online”

Meet the ASPIRERS

Who?

Involvement

Digital Engagement

Male

Female

Consumption

L

Younger

Older

Employed

Not employed

Digital Attitudes

Brand interaction

Frequency of internet access

Open to brands

Brands are intrusive

The Internet improves the relationships I have with other people

In the online world, I can better express my feelings

Internet enables me to belong and be accepted by my friends

Low

High

Number of friends

Level of online purchasing (out of six)

6th

Above average touchpoints

ONLINEOFFLINE

Branded sitesOffline media

Retailer sitesRetail shop

Price comparisonOffline WOM

Search engine

User review on blog

Review sites

Social network comments

India

Emerg Asia

MENA

SSA

Where?

I can´t imagine a life without the internet anymore

Life without the internet would be a lot less fun

Segmentación Global . Ver pack metodológico para detalles

Base: Aspirers 7753


Meet the networkers

Digital Engagement

Digital Activities

H

H

L

H

L

“The internet is important for me to establish and maintain relationships”

Meet the NETWORKERS

Who?

Involvement

Digital Engagement

Male

Female

Consumption

Younger

Older

Employed

Not employed

Digital Attitudes

Brand interaction

Frequency of internet access

The Internet improves the relationships I have with other people

I can´t imagine a life without the internet anymore

Internet helps me connect with other like-minded individuals

Open to brands

Brands are intrusive

Low

High

Number of friends

Level of online purchasing (out of six)

4th

Above average touchpoints

ONLINEOFFLINE

Branded sitesOffline media

Retailer sitesRetail shop

Price comparisonOffline WOM

Search engine

User review on blog

Review sites

Social network comments

In the online world, I can better express my feelings

Internet allows freedom of expression that I don´t have in the offline world

N America

N/W Europe

S/E Europe

Where?

Segmentación Global. Ver pack metodológico para detalles

Base: Networkers 8322


Meet the knowledge seekers

Digital Engagement

Digital Activities

L

H

L

“I use the internet to gain knowledge, information and to educate myself”

Meet the KNOWLEDGE-SEEKERS

Who?

Involvement

Digital Engagement

Male

Female

Consumption

M

Younger

Older

M

Employed

Not employed

Digital Attitudes

Brand interaction

Frequency of internet access

I am concerned about data protection and privacy in the internet

Internet allows freedom of expression that I don´t have in the offline world

Open to brands

Brands are intrusive

Low

High

Number of friends

Level of online purchasing (out of six)

3rd

Internet enables me to belong and be accepted by my friends

In the online world, I can better express my feelings

I can´t imagine a life without the internet anymore

Above average touchpoints

ONLINEOFFLINE

Branded sitesOffline media

Retailer sitesRetail shop

Price comparisonOffline WOM

Search engine

User review on blog

Review sites

Social network comments

S/E Europe

LatAm

Where?

Segmentación Global. Ver pack metodológico para detalles

Base: Knowledge Seekers 8409


Discover how latin america lives online

Digital Engagement

Digital Activities

H

H

H

H

MeettheCOMMUNICATORS

“I just love talking and expressing myself”

Who?

Involvement

Digital Engagement

Male

Female

Consumption

Younger

Older

Employed

Not employed

Digital Attitudes

Brand interaction

Frequency of internet access

Open to brands

Brands are intrusive

In the online world, I can better express my feelings

Life without the internet would be a lot less fun

Internet allows freedom of expression that I don´t have in the offline world

Internet enables me to belong and be accepted by my friends

Low

High

Number of friends

Level of online purchasing (out of six)

2nd

Above average touchpoints

ONLINEOFFLINE

Branded sitesOffline media

Retailer sitesRetail shop

Price comparisonOffline WOM

Search engine

User review on blog

Review sites

Social network comments

China

Emerg Asia

Where?

Segmentación Global. Ver pack metodológico para detalles

Base: Communicators 7779


Discover how latin america lives online

Digital Engagement

Digital Activities

H

H

H

H

L

MeettheINFLUENCERS

“The internet is an integral part of my life”

Who?

Involvement

Digital Engagement

ALL

Male

Female

Consumption

Younger

Older

Employed

Not employed

Digital Attitudes

Brand interaction

Frequency of internet access

Internet allows me to stand out and be different

Internet allows freedom of expression that I don´t have in the offline world

Internet enables me to belong and be accepted by my friends

In the online world, I can better express my feelings

Open to brands

Brands are intrusive

Low

High

Number of friends

Level of online purchasing (out of six)

1st

Above average touchpoints

ONLINEOFFLINE

Branded sitesOffline media

Retailer sitesRetail shop

Price comparisonOffline WOM

Search engine

User review on blog

Review sites

Social network comments

S/E Europe

MENA

India

China

Dev Asia

Where?

I am concerned about data protection and privacy in the internet

Segmentación Global. Ver pack metodológico para detalles

Base: Influentials 8217


The most engaged consumers are some of the newest to digital coming from emerging markets

S6, when started using the internet

Base: All respondents, n=7753 (aspirers) , 8324 (functionals) , 8409 (knowledge seekers), 8322 (networkers) , 7779 (communicators), 8217 (influencers)

The most engaged consumers are some of the newest to digital, coming from emerging markets

  • % who started using the internet in last two years


Discover how latin america lives online

Digital Lifestyles – see methodology pack

Base: All respondents, n=48804, 2652, 900, 649, 1103

Larger proportions of Aspirers in the region and fewer Influencers and Communicators. Brazil reveals highest percentage of Influencers and Communicators.

% size of segments

Main Digital Lifestyle


Discover how latin america lives online

How do we maximize opportunities with the digital consumer?

3

Brand alignment with the path to purchase and social media


Discover how latin america lives online

Internet users in Latam have both highest average number of friends on Social Networks and are connected to the most brands.

Connections on social networks

N10: Brands connected to on social networks / N11: Friends connected to on social networks

Base: All respondentsusing SN, n=40819


Influencers and communicators have the largest social influence groups both social and branded

Influencers and Communicators have the largest social influence groups: both social and branded.

Connections on social networks

N10: Brands connec. to SN / N11: Friends connect. to SN

Bases: Social networkers 40819 / 597 / 69 / 77 / 69


There is space for brand networking

There is space for Brand Networking

Latam is the most active region and large numbers of talkers indicate a highly involved consumer, open to communication or sharing opinions on brands.

Brand Activities on Social Media - %

N14: Brand activities on social media

Base: All respondents using SN, n=40819


Brandships

Brandships

The ultimate goal for many brands is to achieve an emotional connection with a consumer. Fans are just a consequence.

Think carefully before launching a social media strategy. Brandships are highly demanding...


First impressions count

First impressions count

Make sure all communications at all touch-points represent your core brand values

28%

  • of consumers browse online daily for products or services to buy or to help them with their purchase decisions.

Online Touch-points

Among those who bough in the past 12 months, these were the used touch-points:

Offline Touch-points


My love for you is unique

My love for you is unique ...

4 out of 10of internet users have brands as friends in Social Networks…

  • … but have an average of 6 brandships.

7 Brandships

43%

  • 6 Brandships

41%

  • 5 Brandships

35%

…but you're not my only love


We will talk about you behind your back

We will talk about you behind your back!

We love to gossip so be prepared, treat us badly and we will

tell our friends & their friends

Social networkers gossip about brands and take those comments into account in their purchase decision.

Taken other people´s comments into account when deciding whether or not to buy a product or service

Written positive comments about a product or service

Written negative comments about a product or service

N14: Brand activities on social media

Base: All respondents using SN, n=2475


Show that you love me buy me presents

Show that you love me… buy me presents!

Joining a brand community in Latam is more about the immediate personal benefit rather than understanding more about the brand.

Reasons to join brand community

Brand Attraction

To follow my friends who are already fans

Personal Benefit

N13: Reasons for potential brand friending on social networks


Show that you love me buy me presents1

Show that you love me… buy me presents!

Joining a brand community in Latam is more about the immediate personal benefit rather than understanding more about the brand.

Reasons to join brand community

N13: Reasons for potential brand friending on social networks


Show that you love me don t be intrusive

Show that you love me… don´t be intrusive!

Don’t talk about yourself all the time…

  • Attitudes to brand interaction within activities

% actively looking for brands

% who find brands intrusive

When talking at or to consumers, remember that resistance to brand interaction is highest within email closely followed by Social Networking.

I4: Intrusiveness of brand contact


Show that you love me try to understand me

Show that you love me… try to understand me!

I don´t feel or need the same when connected

Dominant Consumer Needs

NeedScope profiling of activities. See methodology pack for more detailsBases: All respondents


Show that you love me try to activate me

Show that you love me… try to activate me!

How to activate the Communicators?

Communicators are interested in brands and are most likely to join SN to get more information about a brand

MME is more important for Communicators than other digital segments

Communicators have a natural desire for information, but it must be linked to their own personal interests

  • Why and how?

  • Needs

Social networks are meeting the Communicators emotional needs of sharing, belonging, feeling connected being sociable and having fun

Emotive needs met by MME focus on being entertained, amused, having fun and feeling energised.

Information and Interest are meeting the emotional needs of ‘belonging/togetherness’, ‘being in touch/in the loop’ and ‘feeling stimulated/inspired’.

Ensure brand fan pages are available and build dialogue through active communication.

They will answer polls on SN, use this to the advantage of your brand and collect pertinent information (in a fun/engaging way). They download apps from SN, what can you give them that will increase visibility of your brand?

Consider how you could become part of the ‘entertainment’, could you integrate into the activity, could you create apps, given their higher than average use of mobiles that would allow for portable entertainment?

Exploit Communicators need to belong giving them nuggets of shareable information through 1-2-1 eCRM.

Understand particular interests of this group and target specific sites accordingly – gaming, knowledge, music and video streaming etc.

  • Recommendations


Actively engage in digital media and web 2 0 and exploit it as a way to listen them more

Actively engage in digital media and web 2.0and exploit it as a way to listen them more!

Digital is more transformational in these markets and will have a greater role in the way people live their lives

Target and align your digital strategy to best meet the emotional needs of your online consumers

Brand presence in Social Networks is a reality. Ensure that your brand is listening to this conversation.

Despite the growth of social media, consumers still research more in branded channels. Social media should not just operate in isolation


Discover how latin america lives online

Constanza Cilley

  • Gerente General, TNS Argentinae-mail: [email protected] twitter: @TNSArgentina

Nacho Racca

Interactive Researche-mail: [email protected]: @nacho_racca


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