TNS NIPO Sparkling at Sixty / Online gedrag van de oudere consument

Online behaviour and attitudeSparking at Sixty © TNS October 1, 2015 TNS Conncected Life

Sparking at Sixty Online behaviour and attitude


Covering regular internet users in 50 markets around the world.

It uncovers new and exciting opportunities for marketers to connect with their consumers in this increasingly complex environment.

Due to global scope the group we can use for today is the 55-65 y/o segment.

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

2


0

10

20

30

40

50

60

70

80

90

100

16-24 years 25-34 years 35-44 years 45-54 years 55-65 years

%

desktop laptop tablet smartphone

55-plus group is currently more desktop oriented to get online

Source: TNS Connected Life 2014 – Device ownershipBase: All respondents n=988

Average no. of devices 4,7 5,14,7 5,0 4,6

3


0

10

20

30

40


%

desktop laptop tablet smartphone

And they intend to buy smart devices on short notice

Source: TNS Connected Life 2014 – Device intention (6 months)Base: All respondents n=988

Average no. of devices 2,0 1,91,9 1,7 1,7

4


1,2 1,9 1,3 1,2 0,7 0,70,7

0,60,6 0,7 0,6 0,7

2,5 2,42,3 2,6

2,4 2,9

4,4 4,94,2 4,5

3,74,3

0

5

10

15

Netherlands 16-24 years 25-34 years 35-44 years 45-54 years 55-65 years

via Mobile via Tablet via PC/laptop Total

The 55-65 y/o is more often online than some other age groups

Total time spent on device daily (hours)

D2. Time spent on device Base: Netherlands- typical day (753)

Hours/day

5


The ‘internet user’ does not fit into a single user profile

Heavily digital skewed, highly socially influenced

Socially influenced but low digital skew

Low digital consumption and social influence

Heavy digital skew but not socially influenced

Heavy reliance on social mediaA consumer of social (rather than

an influencer)Not a heavy user of digital outside

of socialStill consuming traditional mediaDigital touchpoints not that

prevalent in the decision path

Heavy reliance on digital & social media

An Influencer in social mediaConstantly connected through the

day, across multiple devices in many markets

Hard to reach via traditional means

Greatest influence of digital & social in the decision path

Low digital usageA virtual non-consumer of

social contentStill consuming large

amounts of traditional media

Digital not prevalent in the decision path

Heavy reliance on digital media but not that involved in social media

Use digital through the day, across multiple devices in many markets

Use digital heavily in the decision path, but official not user content

High Social engagement

LowSocial engagement

Low

D

igita

l inf

luen

ceH

igh

Dig

ital i

nflu

ence

Observers

Functionals Connectors

Leaders

6


2712

22 22

39 38

21

24

21 26

14 19

16

1613

1515

21

3648 45

37 3222


%

Functionals Observers Connectors Leaders

Majority of 55-65 y/o is lesser digitally influenced, but with the largest group Connectors….

Source: Connected Life 2014 – Digital Segmentation Base: all respondents n=988

7


0

10

20

30

40

50

60

70

80

90

100


%

Facebook Twitter Youtube Whatsapp

They are just as present on social media as 45-54 y/o

Source: TNS Connected Life 2014 – SN usage Base: All respondents n=988

8


With Facebook as most favourite platform

Favourite platform (by age)

%

C4. Frequency of social networking and IM usage | C4a. Favourite social networking or IM platform Base: Netherlands (988)

Avg. number of platforms used

daily

3.0

2.2

1.7

1.2

1.4

4633

9

WhatsappFacebookYouTube

4140

5

FacebookWhatsappYouTube

4427

7


37199


3923

9


16-24 years

25-34 years

35-44 years

45-54 years

55-65 years

9


0

10

20

30

40

50


%

Technology Travel Government Financials Food & drink

They are open to engage with brands in the social media; especially about food

Source: TNS Connected Life 2014 – C6 – willingness to engage w/ brands Base: All respondents n=988

Average no. of categories 1,8 2,31,9 1,9 1,9

Open to brands 62% 60%62% 62% 60%

10


0

10

20

30

40

50

60

70

80

90


%

Travel Clothes & shoes Food Alcoholic beverages

And purchase the products online

Source: TNS Connected Life 2014 – E3 – Purchased onlineBase: purchasers of category

11


And a substantial part is bridging on- and offline shopping

Weekly mobile research in-store (The use of a mobile device to research products or services whilst in a store)

16

2227

16

8 9


%

C1. Digital activitiesBase: Global (54,775) | Netherlands (988)

12


So…

The sparkling segment is just as often or more often online compared to other age groups

Social – Facebook in particular – is important for them

They are open for brands on the social media

And buy specific products online and do use their mobile already often in store

13


Thank you

14

TNS NIPO Sparkling at Sixty / Online gedrag van de oudere consument

Marketing

Transcript of TNS NIPO Sparkling at Sixty / Online gedrag van de oudere consument