Digital Profiler
ACCESS ATTITUDES
BEHAVIOUR
ACCESS What can I do? ATTITUDES How do I feel about it?
BEHAVIOUR What do I actually do?
On-line activities and frequency: The most important activities on-line are email
and social networking. Social Media is the most important activity to young adults (61%) and email with adults (40%) News and personal interests also are popular categories.
Digital media consumption habits: On-line people are primarily turning to
the brand’s website (24%) or recommended on a social network (20%) during the path to purchase.
Interaction with category: People are currently mostly learning about OTC
products offline with recommendations and advertising having the most influence. Only a small percentage of those on-line (less than 10%) are interacting with OTC brands on-line.
Comprehension of digital technologies: Since access to digital technologies is
limited and web-enabled device adoption is low, comprehension is limited.
Cultural attitude towards digital: Users may be unwilling to spend their limited
amount of time interacting with friends, rather than brands.
Attitudes towards OTC category on-line: On-line people are open to
recommendations on websites and social networks over digital push comms such as display, but are currently not using these on-line channels for OTC awareness and research for purchase.
Internet Penetration is 66% of the total population.
Usage spans social, info, transactional & entertainment purposes with 74% of young
adults using the web and 63% of adults.
Device ownership primarily consists of PC (81%) and mobile, non-smart phone
(87%) Smartphones are few (15%) and tablets fewer (6%) Connectivity is through fixed line broadband (61%).
Where: Primarily logging on from home (78%), then the internet café (25%) and some
people from work (9%). Only a small population are logging on from their mobiles (6%) and of that mostly young adults.
START START
FIG. 14
JWT PLANNING TOOLS 36 Here is an example for Brasil:
This example is taken largely from the TNS Digital Life Special Report on Brasil that was shared on the Stephen King Library earlier in 2012. As you can see, Brasil is very engaged in digital and particularly keen to engage with brands. This is a market where we should be looking to create ideas that harness these attitudes and the high levels of PC access. Mobile internet usage is not yet at the levels seen in Europe and the US and therefore we need to be careful about mass participation via mobile.
At this point you can stop using the tool and transfer your new
Discoveries to the Discovery Report. However if you are working with multiple audiences or markets there is another stage of the tool.
The Shape of your Access/Attitudes & Behaviours
This section of the tool is optional. It invites you to lift your sights from the specific questions about attitudes and behaviour to form an overall picture of your participants and their digital lives.
You can think of your pyramid in a graphical way as well as boxes with questions in.
The relative shapes of your pyramid will tell you something about your participants. Think about what it might mean.
Discoveries: Brasil
Brasilians do more of everything on-line than the global average.
The biggest areas of heavy usage are social networking, news and multi-media. 50% talk about brands in social media.
Social networking particularly heavy with 16-20 year olds.
Very engaged with digital (10th in world on TNS Digital Life ranking). Open to engaging with and talking about brands in social media – much more than global average.
Aspirers not interested in using internet – despite high access.
Internet penetration is high via PC. Lower incomes use LAN cafe (internet cafes).
58% use internet on daily basis.
Mobile internet below global average but very strong amongst early adopters. ACCESS
What can I do? ATTITUDES How do I feel about it?
BEHAVIOUR What do I actually do?
START FIG. 16
The shape of your Digital Profiler can help provide general direction for the Collision and Make phases as well as being sources of Discovery in and of themselves.
Narrow base: Any shape with a narrow base implies restricted access to technology. This will have direct implications for the technology we can use in creating our ideas and may entail distinct solutions.
For example, in non-3G/low smartphone penetration categories, SMS may be a vital technology for interaction. Or in mobile-first internet markets where PC penetration is much lower, any platform must be designed around primary, frequent access being via mobile rather than PC or tablet.
Narrowing top: Any shape with a narrowing top indicates that although your participants have access to technology, their actual behaviour and attitudes are more limited and functional. This would suggest that high- engagement, high-touch platforms or ideas will be difficult to make successful and that functionality and targeted engagement is a better area for exploration.
Square: A broad access, attitudinal and behavioural group.
This participant group is ideal for a leading-edge, rich technological idea, possibly involving multiple platforms and deep engagement/ co-creation.
These shape archetypes are not set in stone – there may be reasons why your brand or idea needs a different kind of solution. However, looking at the shape of your participants’ Digital Profile may be a source of useful Discoveries for your Discovery Report.
Example:
Discoveries: Brasil A high-access, broadband and advanced
market but with limited attitudes and digital behaviour – like the Netherlands
A massively connected and digitally active audience like South Korea or
digital youth in Japan
Brasil’s access is still slightly constrained, both amongst lower income groups and also with regard to mobile. However, with the exception
of Aspirers, the attitudes and behaviour in digital are very positive. Brasilians want to do more on-line, and as mobile access grows they
will do more in mobile too. An emerging market with restricted
access, and therefore limited behaviour but strong, positive attitudes towards digital technology FIG. 17
JWT PLANNING TOOLS 38 NOTES