connected life 2016-17 · connected life can fit in at key stages in strategic and tactical...

Connected Life 2016-17

What is it? What can it do for me?

What is Connected Life?

1.

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm

1.00cm 3.70cm 6.40cm 9.10cm 11.80cm 14.50cm 17.20cm 9.90cm 22.60cm 25.30cm 27.99cm 30.69cm 32.85cm 30.16cm 27.46cm 24.76cm 22.07cm 19.37cm 16.67cm 13.98cm 11.28cm 8.59cm 5.89cm 3.19cm

Content Bottom

Content Top

Heading Baseline

Left Margin Right Margin

3

Connected Life is the definitive guide to how

connectivity is reshaping consumers, connections,

content and commerce.

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


4

70,000 consumers

57 markets

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


5

Unpacking key business questions in the connected world

- How far has media migrated

online?

- What is the activity footprint of

different connected groups?

- What combination of channels

should I deploy to reach them?

- How do they interact

with online video?

- What are the most popular

social networks?

- What barriers exist to paid

forms of advertising?

- What’s the size of the

opportunity to engage

through content?

- Which platforms are best suited

to meeting different needs?

- How would people ideally like

to interact with brands across

key phases?

- How far has connectivity changed

the consumer journey?

- What’s the profile of connected vs.

disconnected shoppers?

- What’s the level of YoY growth

in eCommerce?

- What are the drivers of

eCommerce disruption?

- What is the level of opportunity

for eCommerce in my category?

How do I best leverage digital channels to strengthen the relationship with my customers?

How connected is my target?

Consumers How do I reach them?

Connections Commerce How do I activate against connected

commerce opportunities?

Content What content needs and

platforms should I target?

- What devices do they own, and

how does this impact the media

landscape?

- How are they impacted

by major trends?

- How diverse are their

connected behaviours?

- How should I segment

and target them?

What can it do for me?

2.

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


7

Connected Life can fit in at key stages in strategic and tactical decision making

Uncover Guide Activate Supplement

Uncover and quantify the major

trends regionally and globally,

helping brand owners to focus in

on the most relevant

opportunities.

Create reports for custom target

groups for any of Connected

Life’s 57 markets, improving

planning decisions.

Add the segmentation questions

to surveys to deliver rich insight

on the digital characteristics of

your customer base.

Get multiple teams up to the

same level of expertise and onto

the same page, enabling swifter

decision-making.

major global trends

targeted approaches against opportunities planning processes

- Global report

- Targeted market-level

insights and reporting

- Connected Life segmentation - Stakeholder workshops

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


8

Global and local reports use the 4 Cs structure to uncover trends and guide

targeted approaches






opportunities.




planning decisions.




your customer base.




decision-making.

major global trends


- Global report




3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


- What devices do they own, and how does

this impact the media landscape?

- How are they impacted by major trends?

- How diverse are their connected

behaviours?

- How should I segment and target them?

9

Consumers

Target snapshots bring together all the key media,

device and activity behaviours for your target group.

.

The Connected Life segmentation provides an

effective way of categorising the key metrics that

define not simply what people are doing online, but the

opportunity areas for brands/companies.

Determining the effect connectivity is having on your target audience

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


- How far has media migrated online?

- What is the activity footprint of different

connected groups?

- What combination of channels should I

deploy to reach them?

- How do they interact with online video?

- What are the most popular social networks?

10

Connections

Activity footprints determine where the most time

is being spent online, across platforms and media.

Social snapshots detail the role played by the major

social networks: the profile of their users, and the

activities taking place on them.

Outlining key online behaviours and reach opportunities

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


- What barriers exist to paid forms of

advertising?

- What’s the size of the opportunity to

engage through content?

- Which platforms are best suited to meeting

different needs?

- How would people ideally like to interact

with brands across key phases?

11

Content

Social brand behaviours unpack how different social

networks are being used to engage with brands

throughout the key steps of: brand building, activation,

customer service and advocacy.

.

Customer journey hotspots suggest the ideal balance

of traditional digital, social and offline sources along

the customer journey.

Exploring strategies and approaches to activate against the reach opportunities

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


- How far has connectivity changed the

consumer journey?

- What’s the profile of connected vs.

disconnected shoppers?

- What’s the level of YoY growth in eCommerce?

- What are the drivers of eCommerce disruption?

- What is the level of opportunity for

eCommerce in my category?

12

Commerce

eCommerce penetration sizes the current level of

category incidence – who is buying, and how often.

.

eCommerce barriers identify the frictions holding

back online purchasing at a category level, and profiles

prospective future eCommerce customers.

exploring current eCommerce size, and the potential for future disruptive growth

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


13

The Connected Life segmentation questions can be easily added to surveys to

provide greater depth of insight






opportunities.




planning decisions.




your customer base.




decision-making.

major global trends


- Global report




3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


14

Some potential use cases:

Add the Connected Life segmentation to studies to add a clear and validated

digital lens to decision making

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


15

Connected Life has a wide range of applications to guide activation against key

opportunities






opportunities.




planning decisions.




your customer base.




decision-making.

major global trends


- Global report




3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


Some potential use cases:

- Get all team members and stakeholders up to speed

on the latest thinking and trends

- Tactical planning

- Business strategy

- Stakeholder engagement

16

Connected Life insight can be leveraged to design custom workshops

addressing key client questions

Study specifics

3.

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


– Facial care

– Cosmetics

– Perfume/cologne

– Skin care

– Hair care

– Personal hygiene products

– Oral care

– Household cleaning

– Laundry

– OTC medicines

– Fast food

– Food groceries

– Alcoholic beverages

– Non-alcoholic drinks

– Pet food

– Tobacco / cigarettes

– e-Cigarettes

– Clothes, shoes

– Music

– Infant milk

– Baby food

– Flights

– Accommodation

– Cruise holiday

– New car

– Second-hand car

– Car parts

– Car workshop services

– Credit cards

– Insurance

– Banking products

– PC

– Tablet

– Mobile phone

– Camera

– TV

– White goods

– Mobile phone contract

– Home entertainment service

– Video game

18

Customise insights and reports to your target

– Age

– Gender

– Education

– Income

– Household structure

– Parents

– Age of youngest child

– Household decision maker

– Alcohol drinker

– Smoker

– Car owners/intention

– Brand of car owned

– Pet ownership

– Instant savoury snacks,

soups and ready-to-eat salads

(including snack meals)

– Dairy (milk, cheese, yoghurt)

– Biscuits & cakes

– Sauces & dressings

– Cooked meats (Pre-packed

& Unpackaged)

– Spreads

– Bread

– Breakfast cereals

– Ice cream & desserts

– Frozen food

– Stocks & oils

– Rice & pasta

– Confectionery (chocolates

and other sweets)

– Potato crisps, tortilla & corn

snacks

– Teas, coffees & other hot drinks

– Colas

– Fizzy soft/energy drinks

(excluding mixers/ colas)

– Fruit squashes and cordials

– Ready-to-drink fruit and

vegetable juices and smoothies

– Bottled mineral water (non-

flavoured)

– Mixers for alcoholic drinks

– Enhanced bottled water

– Sports drinks

– Skin care products

– Skin cleansing products (e.g.

bars of soap, body wash)

– Deodorant

– Female hygiene

– Shaving products

40 product categories in Commerce section 13 key demographics P4W purchase of 28 grocery products

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


Sample profile

- The sample definition is as follows:

Regular Internet users aged 16-65

years old. A ‘regular Internet user’ is

someone who accesses the Internet at

least once a week, on any device

- Sample coverage for each market is

decided locally. For most markets

coverage is national, but for some

coverage is major urban areas only

19

Sample, quotas and weighting

Quotas

To ensure we best represent the regular

Internet population, we have used quotas

based on the Global Google-TNS

Enumeration study*, or better local sources

where available. Quotas were applied to:

- Age

- Gender

- Education

- Region

- Weekday / weekend (to gain an

accurate understanding of activities)

- Local market specific quotas (such as

race, income etc.)

Weighting

Local weights are applied to the same

factors that were deemed important

enough to quota on. Where this approach

was too strict and led to poor weighting

efficiencies, weighting was relaxed on

those factors with minimal impact (e.g. age

or region bands widened) in order to

provide an efficiency score above 50%.

Global weights are based on the respective

proportion of the global Internet population

each market accounts for and are applied

when calculating scores combining more

than one market

*Random sampling was used in markets where no sampling frame was available

3.16cm

4.75cm

6.34cm

7.93cm

9.52cm

11.11cm

12.70cm

14.29cm

15.87cm

17.00cm


Content Bottom

Content Top

Heading Baseline


20

Connected Life 2016/17 methodology and country samples Fieldwork period: 06 June – 15 Aug 2016

Sample

Method

Coverage

Argentina 1,000 Online Major cities

Australia 1,000 Online National

Belgium 1,000 Online National

Brazil 1,000 Online Major cities

Cambodia 500 CAPI Major cities

Canada 1,000 Online National

Chile 1,000 Online National

China 2,480 CLT CAPI Major Cities - Tiers 1-5

Colombia 1,000 Online Major cities

Czech Republic 1,000 Online National

Denmark 500 Online National

Egypt 1,000 CAPI Major cities

Finland 1,000 Online National

France 3,000 Online National

Germany 4,000 Online National

Ghana 1,000 CAPI Major cities

Greece 500 CAPI Major cities

Hong Kong 1,000 Online National

Hungary 1,000 CAPI National

Sample

Method

Coverage

India 5,000 CAPI Major cities - Tier I and II

Indonesia 1,500 CAPI Major cities

Ireland 1,000 Online National

Israel 1,000 Online National

Italy 1,000 Online National

Japan 1,000 Online National

Kenya 1,000 CAPI Major provinces

Luxembourg 1,000 Online National

Malaysia 1,000 Online National

Mexico 1,000 CLT Web Urban areas

Mongolia 800 CAPI Major cities

Myanmar 1,000 CAPI Tier 1-2

Netherlands 1,000 Online National

New Zealand 1,000 Online National

Nigeria 1,000 CAPI Major urban areas

Norway 1,000 Online National

Peru 1,000 Online National

Philippines 1,000 CAPI Major urban provinces

Poland 1,000 Online National

Sample

Method

Coverage

Portugal 1,000 Online National

Romania 840 CAPI National

Russia 1,000 Online National

Saudi Arabia 750 CAPI Major cities

Singapore 1,000 Online National

Slovakia 1,000 Online National

South Africa 1,000 CAPI Major urban areas

South Korea 1,000 Online National

Spain 2,000 Online National

Sweden 1,500 Online National

Switzerland 500 Online National

Taiwan 1,000 Online National

Thailand 1,000 CAPI Major cities

Turkey 1,000 CAPI Major cities

UAE 750 CAPI Major cities

UK 3,000 Online National

Ukraine 2,000 Online National

USA 3,000 Online National

Vietnam 1,000 CAPI Major cities

For further info, please contact

Gabriella Bergaglio

Marketing Director Italy, KANTAR TNS

@: [email protected]

connected life 2016-17 · connected life can fit in at key stages in strategic and tactical...

Documents