tns turkey digital event 2012 02-07

Digital Event Turkey 7 February 2012 © TNS 2012

1

TNS Digital Event Turkey 7 February 2012, Istanbul


2

1. Study Overview

2. Selected Key Results

3. Case Example: Consumer

Electronics Touchpoints

4. Digital Lifestyle Segmentation

5. Access Digital Life

Agenda

Twitter Hash-Tag:

#DLTurkey


Digital Life 2011 1. Study Overview

3


4

What is Digital Life?


5

The most comprehensive view of consumer attitudes and behaviour online


6

North America Canada Mexico USA South America Argentina Brazil Chile Colombia Peru Africa Egypt Ghana Kenya Morocco Nigeria South Africa Tanzania Uganda

Europe Austria Belgium Czech Republic Denmark Estonia Finland France Germany Greece Hungary Ireland Italy Luxembourg Netherlands Norway Poland Portugal Romania Russia Slovakia

Asia and Middle-East China Hong Kong India Indonesia Israel Japan Malaysia Pakistan Philippines Saudi Arabia Singapore South Korea Taiwan Thailand Turkey UAE Vietnam Australasia Australia New Zealand

New countries in South America, Eastern Europe, Asia

Spain Sweden Switzerland Ukraine UK


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New countries in South America, Eastern Europe, Asia BRIC (I)



8




New countries in South America, Eastern Europe, Asia Next Eleven (N-11)



Digital Life 2011 2. Selected Key Results

9


10

Internet penetration in Turkey is moderate

Internet Penetration

Internet penetration (%)

Using daily (%)

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Fran

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Isra

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Au

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USA

Au

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Can

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Ger

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Ko

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UK

New

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Fin

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11

71%

52%

53%

95%


30% 44%

68%

33%

47%

81%

Go online daily

Are brand fans on SN

Write about brands online

Research brands online

% of internet users that:


The internet offers a good opportunity for growth in Turkey, due to high levels of online research, advocacy and brand engagement

Global Turkey


12

71%

52%

53%

95%


30% 44%

68%

33%

47%

81%

Go online daily

Are brand fans on SN

Write about brands online

Research brands online



The internet offers a good opportunity for growth in Turkey, due to high levels of online research, advocacy and brand engagement

Global Turkey


13

…however, once adopted, digital is by far the most accessed source of media in Turkey

71

47

38

32

22

14

Internet for leisure Internet for work TV Newspapers Radio Magazines

Question: M1; Media use Base: All respondents;

Daily users (%)

900


14

Internet usage is fairly uniform across age bands; maximum being amongst the teens

12

12

11

14

11

13

12

9

Total

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

Mean hrs spent online per week for leisure purposes (%)

“I worry that I spend too much time on the Internet”

29

30

26

29

33

32

22

24

Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top 2 box; 900,630,270,148,197,254,181,100,20


15

Germany’s high usage is driven by younger users, but even older generations spend at least 13 hours online every week

16

18

14

24

21

16

14

13

17

Total

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

Mean hrs spent online per week for leisure purposes (%)

“I worry that I spend too much time on the Internet”

20

22

18

29

29

21

19

13

16

Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top 2 box; 4026, 2117, 1909, 295, 357, 850, 1068, 984, 472


16

86

29

4 7 4

22

3 1 1 PC at home PC at work PC at

school/universityPC at Internet

caféPC elsewhere Mobile phone Tablet Internet TV Games console

PC is the most preferred device to access digital media, though there is a fair proportion using mobiles to go online as well

Question: S5; Device use for Internet access in past 4 weeks Base: All respondents;

Used in last month (%)

900


17

Though tablet users are smaller in size they spend almost double the time on social networks and the internet in general, compared to other device users

12

17

28

4

5

8

Total

Mobile Users

Tablet

Users*

Mean Time Spent Online (Hrs/wk)

Mean Time Spent on SNs (Hrs/wk)

Question: B2,R1 ; Time spent on SNs in an average week Base: Social Network Users ; * Caution: Small base size

900,881; 36*


18

The mobile internet is bridging the gap between the offline and online world, for example when shopping offline

Offline activities done whilst also online (%)

62

51

45

37

18

33

27

41

17

16

35

35

26

39

17

7

25

Find out more information just seen advertised

Listening to radio

Watching TV

Reading magazine/newspaper

Playing video games

Shopping (not on the Internet)

PC Mobile Tablet*

Question: H3 ; Device use for Internet access in past 4 weeks Base: All respondents ; * Caution: Small base size

888,239,36*


19

Mobile devices facilitate internet access right across the day – particularly while commuting and in bed before going to sleep

In bedwhen I

wake up

Earlymorning

Commuting Latemorning

Midday Earlyafternoon

Lateafternoon

Earlyevening

Lateevening

In bedbefore I go

to sleep

During thenight

PC

Mobile

Tablet*

Question: H2, H4; Occasion use; Mobility attitudes Base:PC/mobile/tablet users; * Caution: Small base size

I feel I am ‘always connected’ to the Internet 47%

888,239,36*


20

The huge array of online activities address four clear needs

Communication

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

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

Management

Admin

Using Internet banking, paying or checking your bills, topping up mobile phone/travel cards, doing taxes etc

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

Entertainment

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

Personal Interest

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

Multi-media

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

Gaming

Games you play on/via the Internet, either single-player or multi-player games (not via a console) & Massively multiplayer online role-playing game (MMORPG)

Information

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

Knowledge Education

Source general information & learn online. Includes: ‘Googling’ online encyclopaedias, self-educating etc

News, sport & weather

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


21

4,3

2,2

1,7

2,1 1,6

1,1

1,4

1,6

1,8

1,0 0,9

Social networking & connecting

Email

Multi-media & entertainment

Online gaming

Personal interest

Shopping

Pre-purchase & browsing

Knowledge & education

News, sport & weather

Personal admin

Planning and organising

Social networking accounts for the largest share of time spent online

Communication

Entertainment

Information

Management

Question: B2; DL activity time spend Base: All respondents; 900

Share of time for

online activities

in average

week (hrs)


22

Turkish consumers do not only consume online, they also create content and share with friends

79

73

72

65

59

54

48

44

37

Comment or respond to otherpeople on my social network

Use online chat / instant messaging

Forward / share a link

Write a post / message / statusupdate on my social network

Post comments on, or rate otherpeople's blogs, forums or reviews

Upload video or music

Upload photos

Write my own blog

Post Status updates or messages ona micro-blog

87

78

73

69

58

50

45

38

Check my social network accounts

Stream video

Stream music

Visit / check / read other people’s blog or forum

Download an “App” or application

Visit / read / other people´s microblog

Download videos / movies / TVshows or music

Download photos or look at picturesat photo sharing websites

Active Passive

Question: B12; DL Sub-activity usage Base: All respondents;

Weekly users (%)

900


23


79

73

72

65

59

54

48

44

37







Upload photos

Write my own blog


87

78

73

69

58

50

45

38


Stream video

Stream music






Active Passive


Weekly users (%)

900

Social Networking Sites


24


79

73

72

65

59

54

48

44

37







Upload photos

Write my own blog


87

78

73

69

58

50

45

38


Stream video

Stream music






Active Passive


Weekly users (%)

900

Microblogs


25


79

73

72

65

59

54

48

44

37







Upload photos

Write my own blog


87

78

73

69

58

50

45

38


Stream video

Stream music






Active Passive


Weekly users (%)

900

Blogs & Forums


26

Turkish consumers have above average usage of social networking sites

% using social daily

Mean no. of brand ‘friends’


Source Internetworldstats; Digital Life Base: Total Market Population; Min 500

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USA

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Can

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New

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27

Social Media Usage in Germany is strongly dependent on age

142 136 147

244

168

144 130

98

53

Question: [B7} [Number of friends on Social Networks} Base: All with friends on Social Networks;

Total

Mean Number of Friends on Social Networks

Male Female 16-20 21-24 25-34 35-44 45-54 55-65

3146,1589,1557,287,337,752,810,681,279


28

219 215 226

241 254

204

173

228

Younger consumers in Turkey tend to have the largest online friendship circles

Question: B7} Number of friends on Social Networks} Base: All social network users;

Total

Mean Number of Friends on Social Networks

Male Female 16-20 21-24 25-34 35-44 45-54 55-65

881,615,266,146,197,244,177,97,20


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…however, online interaction in Turkey is fairly consistent across age and gender groups

Online friends interacted with on a monthly basis (out of 10)

5,7

5,6

5,9

5,5

5,7

5,8

6,0

5,4

Total

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

Question: B10} Interaction with friends Base: All with friends on Social Networks ;

Mean number of friends

219

215

226

241

254

204

173

228

861,600,261,137,194,244,171,95,20


30

Brand friendship are best encouraged by offering personal benefits such as promotions, special offers, competitions and prizes

73

70

68

58

60

59

59

56

65

61

49

48

57

67

Promotion/special offer

Competitions/prizes

More information about products/services

Information about brand ethics

Connect with people behind the brand

Access brand content

Passionate about the brand

Show that brand is important to me

Give brands input

Receive customer service

Friends doing the same

Connect with other fans

Use specific apps/games

Support a cause

Further Research

Brand Interaction

Giving & Receiving Feedback

Friend Interaction

What’s in it for me?

Miscellaneous

Question: I3a/I3b ; Reasons to join a brand group/community Base: Social Networkers & Micro Bloggers ;

(%)

881


31

Incentives are required to recruit people into your online community. Promotions and competitions are the biggest drivers of brand friendship – followed by supporting a cause.

44

37

36

21

24

26

31

27

29

25

19

21

23

38

Promotion/special offer

Competitions/prizes

More information about products/services

Information about brand ethics

Connect with people behind the brand

Access brand content

Passionate about the brand

Show that brand is important to me

Give brands input


Friends doing the same

Connect with other fans

Use specific apps/games

Support a cause

Further Research

Brand Interaction

Giving & Receiving Feedback

Friend Interaction

What’s in it for me?

Miscellaneous

Question: I3a/I3b; Reasons to join a brand group/community Base: Social Networkers & Micro Bloggers;

(%)

3166


32

Writers in Turkey post comments for a number of reasons, especially to ask/offer advice

To praise a brand

To criticise a brand

Ask advice

Offer advice

Share answers/opinions

Share opinions w/communities

To share cool stuff brands produce

To receive customer service

Because I’m rewarded for doing so

Question: I8 ; Reasons to write about a category Base: All Writers ;

67

73

73

78 66

69

58

60

51

497


33

Writers in Germany have many motivations to express their opinions online - mainly to offer advice and share their experiences with the wider world

To praise a brand

To criticise a brand

Ask advice

Offer advice

Share answers/opinions

Share opinions w/communities

To share cool stuff brands produce

To receive customer service

Because I’m rewarded for doing so

Question: I8; Reasons to write about a category Base: All Writers;

53

40

43

57 41

46

31

32

32

1223


34

Consumer reviews can have a sizable impact on brand, with even one negative review influencing the purchase decisions; this influence is more so with the teenagers

36

34

40

49

39

40

28

23

Total

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65Even a single negative

review can have an impact on products I buy

(Top 3 Box Agree %) Question: I11 Attitudes to comments/reviews Base: All Readers ; 784,547,237,128,170,224,159,85,18


35

Turkish consumers are more likely to trust their friends comments online

I trust the comments that people I don’t know write about

products/brands online (%)

I trust the comments that my friends write about


44

45

42

46

39

42

47

52

Total

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

29

29

28

29

28

33

27

24

Total

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

Question: I11} Attitudes to comments/reviews Base: All Readers ; Top 3 Box Agree % 784,547,237,128,170,224,159,85,18


36

German onliners are more likely to trust their friends’ comments online. Social networks could therefore provide an influential source of information on your brand or category

I trust the comments that people I don’t know write about


I trust the comments that my friends write about


43

39

48

54

51

51

40

37

30

Total

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

33

30

36

37

49

38

30

25

22

Total

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

Question: I11; Attitudes to comments/reviews Base: All Readers; Top 3 Box Agree % 2618, 1427, 1191, 223, 253, 547, 666, 627, 302


37

Travel and TV attract the highest research in Turkey

Question: E9; Researched on or offline Base: All Purchasers

53 57 63

51 59

74 76 80 80

75 72

85

69

75

87 90

93 93

Cleaningproducts

Food Personal hygiene Alcohol PrescriptionMedicine

Credit cards New Car TV Travel

% researching online

% researching at all

241,251,256,208,225,370,244,452,527


38

As the average purchase price and involvement increases, so does the level of research and online research

Question: E9; Researched on or offline Base: All Purchasers

19 18 21 16

26

61 71 75

86

35 32

37

31

40

78

89 86

91

Cleaning Food Personal hyg. Alcohol Pres. Medicine Credit cards New Car TV Travel

% researching online

% researching at all

1631,1993,1856,1737,1386,601,600,1319,2496


39

A range of touchpoints are influential in purchase decisions - earned media scores over owned and bought media

42% 47% 50% 53%

58% 59% 64% 66%

71%

54% 55%

65% 68% 72%

62% 65% 67% 73% 76% 76% 76%

Banner Ad Search Ad Social Net.Ad

Onlinevideo ad

NewspaperAd

Online viralad

TV Ad Direct mail Email Ad Productsample

Onlineretailerwebsite

Brand pageon SN

Salesassistant

Brandwebsite

Onlineconsumer

video

Consumerviews on

microblogs

PriceComparison

site

Expertreview

Consumerviews on SN

Consumerreview

Word ofmouth

Bought media: Utilised by 91%

Owned media: Utilised by 93%

Earned media: Utilised by 95%

% using touchpoint to research

Question: P1a/b/c, P2, P3; The Consumer Journey Base: All Purchasers

844

Offline Online


Digital Life 2011 3. Case Example: Consumer Electronics Touchpoints

40


41

Retailer and brand websites as well as price comparison sites play an important role in the consumer electronics customer journey

Source: Digital Life 2011 Base: All buyers from mobile handsets: 395

8% 7% 10%

14%

21%

14% 20%

29% 29%

20%

40%

33%

59%

52%

19% 20% 24%

51%

43% 47%

55%

Social Net.Ad

Banner Ad Search Ad Onlinevideo ad

Online viralad

Direct mail Newspaper/Magazine

Ad

Email Ad TV Ad Brand pageon SN

Onlineretailerwebsite

Productsample

Brandwebsite

Salesassistant

Onlineconsumer

video

Consumerviews on SN

Consumerviews on

microblogs

PriceComparison

site

Expertreview

Consumerreview

Word ofmouth

Offline Touchpoints: 76%

Bought Media: Used by 58%

Owned Media: Used by 85%

Earned Media: Used by 81%

Online Touchpoints:

81% Consumer Electronics

Retailer/Brand-Website Price Comparison Site % using touchpoint to research


42

Various sources come into play at different stages in the path to purchase

Drive awareness

Help explore and select

Become aware of new products / brands that are available

Explore different products or brands and select the best one for my needs

Decide where to buy the product for the best overall deal

Use the product / service better and have questions answered about it

Stay in touch, and keep up-to-date, with a brand

Decide where to buy

Receive Customer Service

Keep in touch with the brand


43

Awareness of new products


Decide where to buy



Product Review Website Stated Relevance

Recommendation by Sales Assistant Stated Relevance

Research touchpoints – ‘mobile handset’

Product review sites play a stronger role in the early phases of the consumer journey, sales assistants are the primary go-to-point for service

27% 25%

12%

28%

10%

22% 19%

14%

37%

16%

Source: Digital Life 2011 Base: All buyers of mobile handsets: 395


44

Kenntnis von Neuprodukten

Vergleich und Auswahl

Wo wird gekauft

Kunden-dienst

Weiterer Markenkontakt

Research touchpoints, Clients provider A and D – ‘mobile handsets’

Provider A should focus on sales assistant trainings, Provider D should extend the functionality of its brand webpages to offer product service

16%

11% 13%

38%

18%

25%

14%

9%

20%

9%

16%

11% 9%

24%

4%

23% 23%

7%

36%

7%

Provider A

Provider D

Awareness of new products


Decide where to buy



Product Review Website Stated Relevance

Recommendation by Sales Assistant Stated Relevance

Source: Digital Life 2011 Base: All buyers of mobile handsets: 395


Digital Life 2011 4. Digital Lifestyle Segmentation

45


46

The Digital Lifestyles

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 people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. 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.

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. I’m very interested in the latest thing.

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. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.

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 not interested in running my social life online and I am worried about data privacy and security. I am older and have been using the internet for a long time.


47

Digital media plays a vital role in the lifestyle of Influencers and Communicators, and acts a good disseminator of their views

High

High

Low

Low

Internet is commoditised Makes my life more efficient

Internet is functional It helps me to be productive

Internet is pivotal Is the centre of my life

Internet is aspirational Helps me achieve my goals

In

volv

em

en

t

Consumption

Question: Behaviour & Engagement indices Base: All users, Digital Lifestyles Segments; 73512, 15477, 15758, 10112, 10505, 10907, 10753


48

There is a large proportion of Influencers in the Turkish market, particularly among younger consumers

Question: Digital Lifestyles Segmentation Base: All Respondents;

17

9

9

9

1

4

7

16

20

21

16

15

16

10

16

14

20

20

14

21

21

20

19

15

22

23

28

21

16

17

14

20

14

15

12

23

17

27

28

24

40

40

28

13

2

10

12

9

17

10

10

14

16

7

Global

Turkey

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

Functional Aspirer Knowledge Seeker Communicator Influencer Networker

73512, 900,630,270,148,197,254,181,100,20


49

Germany as a mature market has a larger base of Functionals – clearly driven by elder generations

17

40

42

38

6

10

29

45

59

72

21

6

6

6

3

9

9

5

5

4

14

17

19

14

19

23

19

17

13

8

21

5

5

4

11

4

3

4

4

5

17

9

11

8

29

23

10

6

3

0

10

23

18

29

32

32

30

22

16

11

Global

Germany

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

Functional Aspirer Knowledge Seeker Communicator Influencer Networker

Question: Digital Lifestyles Segmentation Base: All users, Digital Lifestyles Segments; 73512, 1654,139,594,202,358,1079


Digital Life 2011 5. Access Digital Life 2011

52


53

Explore more Digital Life findings at www.tnsdigitallife.com Join our conversation @tns_global #tnsdl

http://www.tnsdigitallife.com/


54

Digital Life / Mobile Life

Mobile Club

Digital Ad Effect

Market Research Communities

Social Media Insights

New Media Strategy

Contact Performance Optimisation


55

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