BG

I

Bulgaria

Bulgaria

BG

I

2

THE ONLINER: A VIP FOR

MARKETERS

GOAL OF THIS DECKOnline is an established media across the globe. However, despite growing acceptance of digital marketing, there is high demand for fresh data and new insights about onliners. This deck should support client meetings in digitally developed as well as digitally emerging markets. It is one of the baseline narratives that emerged from the 2017 data of the Connected Consumer Study.

BENEFIT OF THE CCSThe CCS (Connected Consumer Study) is one of the largest research studies worldwide and its regional coverage spans all continents and covers 63 markets. As opposed to many other studies it’s a representative study of the online and offline population 16 years and older. The content is well balanced between stable KPIs that allow trending, and new content to support current topics. The study has been carried out carefully using the highest possible QA and data validation processes. KANTAR TNS has carried out this research on behalf of Google MI.

INSIGHTS YOU CAN GET OUT OF THIS DECKThe insights shown in this deck should re-energize client meetings around the digital consumer. Especially in well-developed markets with nearly saturated internet usage level the CCS points out underlying developments and insights. The global nature of this research allows to get insights that align with regional company goals. Given the differences of these goals by region alongside their broad nature you may not find all slides relevant for your region or market. Feel free to pick & choose the most appealing ones and also free to further explore the data on www.consumerbarometer.com or via the Google Market Insights Team.

BG

I

3

RESULTS

BG

IIEstablished medium or emerging trend? Whatever level online usage has reached -onliners can’t be taken seriously enough as a marketing-relevant audience

Question asked: Q6 [How often do you use the internet for private purposes, if at all?]Base: Total population 16 years and older // n (Local) = 1,000 // n (Global) = 32,000Global average is defined as straight average of all 63 participating marketsSource: Connected Consumer Study 2017

Online is the place to be

4

70% 82%Local population, 16 years and older

who use the internet for private purposes

Global* population, 16 years and older who uses the internet for private

purposes

BG

BG

IIContrary to assumptions that online users are young, the age break is quite evenly spread. Online is a medium that allows communication with people of any age.

Question asked: Q1 [How old are you?]Base: Private onliners 16 years and older // n (Local) = 702 // n (Global) = 26,132Global average is defined as straight average of all 63 participating marketsSource: Connected Consumer Study 2017

Onliners are older than many would guess

5

Age distribution of local private online users 16 years and older

Age distribution of global private online users 16 years and older

⬛ 65+ years

⬛ 55 - 64

⬛ 45 - 54

⬛ 35 - 44

⬛ 25 - 34

⬛ 20 - 24

⬛ 16 - 19

BG

IIAlso, both genders do so equally. Again, an opportunity to communicate broadly or with niche audiences.

Question asked: Q2 [Gender]Base: Private onliners 16 years and older // n (Local) = 702 // n (Global) = 26,132Global average is defined as straight average of all 63 participating marketsSource: Connected Consumer Study 2017

Male and female alike

6

Gender distribution of local private online users 16 years and older

Gender Distribution of global private online users 16 years and older

Men

Women

Men

Women

BG

BG

IIDigital offers an ongoing dialog with onliners on a day-by-day basis - ideal requirements for programmatic, moments-based biddings.

Question asked: Q6 [How often do you use the internet for private purposes, if at all?]Base: Local onliners 16 years and older // n (Local) = 702 // n (Global) = 26,132 Global average is defined as straight average of all 63 participating marketsSource: Connected Consumer Study 2017

Internet usage happens very frequently

7

Local 85%

Global 87%

Percentage of onliners who access the internet on a daily basis

BG

I

Question asked: Q6 [How often do you use the internet for private purposes, if at all?]Base: Online users 55 years and older // n (Local) = 154 Global average is defined as straight average of all 63 participating marketsSource: Connected Consumer Study 2017

8

70% of local onliners 55+

use the internet daily

Massive daily use of silver surfer above

55 years

BG

IISearch is the universal access to any kind of information, and thus a strong driver for internet usage.

Question asked: QIA1_N [How often do you do the following activities online, via any device, via app or browser?]Base: Online users 16 years and older // n (Local) = 702Source: Connected Consumer Study 2017

Digital activities are diverse

9

0% 25% 50% 75% 100%

Use search engines

Visit social networks

Check email

Play games

Watch online videos

Purchase products / services

Look for product information

Look up maps and directions

Listen to music

Monthly usage

Daily usage

BG

IIOnline shopping has become a huge opportunity and is in itself a driver for internet usage.

Question asked: QIAPURCHASE_N [How often do you purchase or order the following products or services online, via any device, via app or browser ?]Base: Online users 16 years and older // n (Local) = 702 // n (Global) = 26,132 Global average is defined as straight average of all 63 participating marketsSource: Connected Consumer Study 2017

Online shopping is relevant

10

48% 59%Local onliners, 16 years and older who

shop onlineGlobal onliners, 16 years and older

who shop online

BG

BG

II

0% 10% 20% 30% 40% 50% 60%

Some products are bought online more-so than others which shows that the ecommerce opportunity has yet to be fully leveraged.

Question asked: QIAPURCHASE_N [How often do you purchase or order the following products or services online, via any device, via app or browser ?]Base: Online users 16 years and older // n (Local) = 702 // n (Global) = 26,132 Global average is defined as straight average of all 63 participating marketsSource: Connected Consumer Study 2017

Online shopping is diverse

11

Purchase or order physical products online

Order or subscribe to services

Buy online or mobile tickets

Order food online

Local

Global

% of onliners who buy these products or services below at least one time per month

BG

IIThe ecosystem of connected device is diverse, spurred by the multiple usage per individual.

Question asked: Q12Nv1 (Q13) [How often do you use the following devices, if at all? (How many of each of those devices do you use?).] It is a combination of usage question Q12Nv1 and the number of devices Q13. Included devices: Smartphone, Desktop computer, Laptop or Notebook, Netbook, Tablet, Portable media player, eReader, Digital device that can stream content from the internet on your TV, Smart Speaker, Apps on Smart TV. Base: Total population 16 years and older // n (Local) = 1,000 // n (Global) = 32,000; Global average is defined as straight average of all 63 participating markets Source: Connected Consumer Study 2017

Use of connected devices

12

Number of Connected Devices (Global)

Number of Connected Devices (local) 2.4 2.9

Co-Usage: Smartphones AND desktop devices

Co-usage: Smartphone AND Desktop devices 67% 74%

BG

IIInternet usage has become mobile-centric – a relevant underlying development of internet usage.

Question asked: Q16_1_3 [How often do you use the internet - through your web browser or apps - for personal reasons on (the devices you use), in a normal month?]Base: Online users 16 years and older // n (Local) = 702 // n (Global) = 26,132Global average is defined as straight average of all 63 participating marketsSource: Connected Consumer Study 2017

Mobile phones are relevant access points

13

Device-level internet access of local onliners 16 years and more

Device-level internet access of global onliners 16 years and more

More often via computer/tablet than smartphone

Equally via computer andtablet/ smartphone

More often via smartphone than computer/ tablet

BG

IIConnected technology influences what people do online: online shopping via smartphones is more accepted today.

Question asked: QIA1_1-3 [How often do you do purchase products or services online, by device] Base: Private onliners 16 years and older // 2013 n = 730 // 2017 n = 702Source: Connected Consumer Study 2017

Mobile centricity affects online shopping

14

Share of onliners 16 years and older who shop at least as frequently via smartphone as via desktop devices

2013 2017

5% 25%

BG

IIMobile technology changes the way online video content is watched: increasingly via smartphones.

Question asked: QIA1_1-3 [How often do you watch online videos, by device] Base: Private onliners 16 years and older // 2013 n = 730 // 2017 n = 702Source: Connected Consumer Study 2017

Mobile centricity affects online video

15

Share of onliners 16 years and older who watch online videos at least as frequently via smartphone as via desktop devices

2013 2017

10% 47%

BG

IIAnd also, it influences the way onliners search for information: increasingly via smartphones.

Question asked: QIA1_1-3 [How often do you use search engines (like Google search or Bing), by device] Base: Private onliners 16 years and older // 2013 n = 730 // 2017 n = 702Source: Connected Consumer Study 2017

Mobile centricity affects search

16

Share of onliners 16 years and older who use search engines at least as frequently via smartphone as via desktop devices

2013 2017

13% 51%

BG

IITechnology is risk and opportunity united. The high relevance of data privacy and protection reveals that people want to trust and feel safe when using the web.

Question asked: QTAS 1 [To what extent do you agree or disagree with the following statements, 5-point scale (‘strongly agree’ to ‘strongly disagree’), Top2 codes shown]

Base: Private onliners 16 years and older // n (Local) = 702 // n (Global) = 26,132Global average is defined as straight average of all 63 participating marketsSource: Connected Consumer Study 2017

Technology and data privacy matters

17

63%Local

93%Local

52%GLOBAL

88%GLOBAL

“New technologies offer more opportunities than risks”

“Data privacy and data protection are

very important to me personally”

BG

I

18

METHOD

BG

I

19

THE ONLINER: A VIP FOR

MARKETERS

METHODThe CCS aims to be representative for the total online and offline population 16 years and older per market. The method varies by market to ensure that 85% of the target population is included. The research has been carried out mainly CATI (telephony interviews) using dual-frame sampling (fix-line and mobile phone numbers mixed to match the market share between fix-line and mobile connection). CATI was done in all markets except: CN, IN, ID, MY, PK, PH, TH, VN, KZ, UA, AR, BR, CL, CO, MX, PE, EG, KE, NG, ZA, TR where the interview method was F2F (Face-to-Face interviewing)

QUESTIONNAIRE, INTERVIEW LENGTH & TRANSLATION25 minutes on average with local deviations. Interviewers were carefully selected and briefed on the task. KANTAR TNS applied all QA protocols to ensure that the data quality is high. The interview was conducted in all relevant local languages using a professional translation process and double revision. The local languages have been checked by local Google employees. The set of questions contains socio-demographic information, internet usage (in general and by device) and digital activities (in general and by device), device usage, questions around attitudes towards digital and digital skills as well as a question set around digital assistants. For further information feel free to reach out to your Google Market Insights Team.

TIME OF FIELDWORKInterview time across all markets was Q2 2017

SAMPLE SIZEN = 1.000 per market except UK (n = 8.000), Germany, France, India and China (n = 4.000 per market). Subgroups with less than 30interviews are not shown and we recommend to cautiously interpret sample sizes below 60 interviews.

BG

I

20

THE ONLINER: A VIP FOR

MARKETERS

MARKET COVERAGEIn alphabetical order

Australia China Greece Kenya Norway Saudi Arabia (KSA) USA

UAE Colombia Hong Kong Korea New Zealand Sweden Vietnam

Argentina Czech Republic Croatia Kazakhstan Peru Singapore South Africa

Austria Germany Hungary Lithuania Philippines Slovenia

Belgium Denmark Indonesia Latvia Pakistan Slovakia

Bulgaria Estonia Ireland Morocco Poland Thailand

Brazil Egypt Israel Mexico Portugal Turkey

Canada Spain India Malaysia Romania Taiwan

Switzerland Finland Italy Nigeria Serbia Ukraine

Chile France Japan Netherlands Russia UK