3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

Research blast! Mobile ROI beyond click-throughs Joe Webb Head of Digital TNS Asia Pacific @webbonthewebb

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

Connected Life 2014 explores how technology is transforming the lives of consumers across the planet

2

50

countries

55,000

consumers

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

Access Attitude

Think about two things…

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

Access; how good is your ‘supply’ of internet?

No access to internets

Mobile only

Public Wi-Fi

Multi-device access

All you can eat data

Rich ecosystem available

Full access to a shiny, sparkling internets

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

Attitudes; what is your level of demand for digital devices, services and content?

Late adopter

Prefer physical formats

PC legacy

Mid-adopter

Keen to own new devices

Interested in ‘the new’

Early adopter

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

One implication of this? A greater focus on mobile…

Hours per day – mobile

Emerging Asia Developed West Developed Asia

2.8

3.6 2.9 3.1 3.1

1.3 1.1 1.2 1.5 1.9

2.8

2.0 2.5 2.5 2.6

Vietnam Philippines Indonesia Thailand China UK France Germany Canada USA Malaysia Taiwan South Korea

Hong Kong Singapore

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

Traditional TV and online video usage

TV moves to video

Heavy online videos, Heavy TV

Heavy online videos, Light TV

Light online videos, Heavy TV

Light online videos, Light TV

Online video consumption Heavy online videos Max. 8.8 times a week

Light online videos Min. 2.6 times a week

Heavy TV Max. 3.0 hrs daily

Light TV Min. 0.8 hrs daily

TV consumption

Hong Kong

Indonesia

Kenya Nigeria

Philippines

South Korea

UK

USA

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

OV moves to mobile

Devices used to watch online videos – Hong Kong

9

23

38

52 South Korea

USA

Large screen mobile share of smartphone market (%)

16

17

30

40

Mobile share of online video viewership (%)

Hong Kong

Vietnam

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

3% 5%

17%

34%

41% 40%

3%

40%

14%

2%

Print Radio TV PC Mobile

Time Spent (consumers)

Ad Spend (advertisers)

Mobile is now the primary screen… For Hong Kong consumers, not Hong Kong advertisers Time spent vs. ad spend

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

Offers a range of new ways to connect

Brand Building

Brand extensions Contextual targeting Omnichannel retailing

Brand Activation

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014

Mobile ROI beyond click-throughs – Takeaways

Think objectives, not platforms

It’s not measurement, it’s optimisation

Accelerate

3.47 X AXIS

7.33 BASE MARGIN

6.56 TOP MARGIN

4.99 CHART TOP

13.59 LEFT MARGIN

13.59 RIGHT MARGIN

© TNS 2014

Connected Life 2014