perception vs. reality: understanding the connected ......© tns 26th march, 2015 tns-unicredit...

TNS-UniCredit Seminar «Si fa presto a dire Cina! Come cambia il Paese del Dragone» © TNS 26th March, 2015

Perception vs. Reality:Understanding the Connected Chinese Consumer

Emily GongRegional Digital Development ManagerTNS

TNS-UniCredit Seminar «Si fa presto a dire Cina! Come cambia il Paese del Dragone» © TNS 26th March, 2015

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

� Regular internet users in 50 markets around the world� Digital in the broader media context for more precise targeting

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© TNS 26th March, 2015

TNS-UniCredit Seminar «Si fa presto a dire Cina! Come cambia il Paese del Dragone»

Chinese are more digital than Europeans… right?

3



But they don’t own more devices

4

90

46

7783

23

84

Italy

China

SmartphoneTabletDesktop / Laptop

% ownership of devices

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They

are

spendin

gm

ore

time o

n m

obile

5

0 2 4 6 8

Kenya

India

Nigeria

Ghana

Vietnam

Philippines

Egypt

Indonesia

Thailand

South Africa

China

Colombia

Mexico

Turkey

Brazil

Argentina

Saudi Arabia

Poland

Hungary

Russia

Slovakia

Czech Republic

Portugal

Greece

Spain

Italy

Japan

UK

New Zealand

France

Germany

Belgium

Finland

Netherlands

Austria

Canada

USA

Sweden

Denmark

Australia

Switzerland

Norway

Malaysia

Taiwan

South Korea

Israel

Hong Kong

UAE

Singapore

Hours

per d

ay o

n m

obile



2,4

0,53,1

1,2

0,10,2

And device time has started to replace time withtraditional media

6

China

Device: Mobile Tablet PC/laptop Media: TV Radio Newspaper/Magazine

2,8

0,81,9

2,0

0,70,3

Italy

Hours on internet daily 3.6 3.9

Time spent daily on device/media (hours)



But they perceive themselves to be less connected

7

18

75

69

17

13

7

China

Italy

Constantly throughout the day At least once a day At least once a week

Frequency of internet access



Let’s talk about attitudes

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High Social engagement

LowSocial engagement

Lo

w

Dig

ital in

fluence

Hig

hD

igital in

fluence

MEDIA MIX

Digital-led

Offline-led





Lo

w

Dig

ital in

fluence

Hig

hD

igital in

fluence

CONTENT MIXPaid/Owned Earned


9





Lo

w

Dig

ital in

fluence

Hig

hD

igital in

fluence


10

LeadersObservers

Functionals Connectors



Chinese have a low-connectivity mindset

11

49

23

0

2

51

63

0

13

China

Italy

Functionals Observers Connectors Leaders

Distribution of Connected segments

They perceive themselves to be less digital



So it’s all about social?

12



All forms of digital communication are not equal

Emails

Social networking

Instant messaging (IM)

Italy% use weekly

Source: Connected Life 2014

China% use weekly

20

29

57

74

64

46

19



WeChat transcends categories

14

= + +



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Play to the strengths of the platform

https://www.youtube.com/watch?v=G9zvkbKaY-4



Look beyond the aggregates

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Open to engaging with brands online

68

56 56

3834 33 33 32

23 21

Travel Technology Personal

care

Food and

drink

Automotive Personal

hygiene

Household

care

Baby care Alcoholic

drinks

Financial

services

3126 23

6 16 18 177 4 13

86%

87%They’re pickier about who they let in!



Does that mean shopping is mostly offline?

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It depends on how much cost and quality matter

18

% purchasing online

43

26

11

Clothes and shoes

Skin care

Household care

42

30

22

74

44

39

39

Holiday and travel

Banking products

White goods

Mobile phones

46

18

25

22

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Chin

a is

catc

hin

g u

p in

term

s o

f eCom

merc

e

Tota

l cate

gory

(net) in

cid

ence o

f eCom

merc

e (%

)

22

45

53

59

78

Kenya

Ghana

India

Egypt

Nigeria

Indonesia

Turkey

Thailand

Argentina

Vietnam

Brazil

South Africa

Colombia

Portugal

Hungary

Greece

Philippines

Mexico

Malaysia

Hong Kong

China

Canada

France

Taiwan

USA

UAE

Saudi Arabia

Spain

Italy

Japan

New Zealand

Belgium

Sweden

Singapore

Russia

Austria

Czech Republic

Finland

Denmark

Slovakia

Israel

Germany

Australia

Poland

South Korea

UK

Switzerland

Netherlands

Norway

Access

Dig

ital

infra

stru

ctu

re /

paym

ent

Tru

st

Security

concern

s, la

ck o

f tru

st

Exp

erie

nce

Pre

fer o

ffline

Pric

e /

ch

oic

eD

evelo

ped

Italy

91



But trust issues over product quality and vendorreliability abound

20

Trust / security

Price

Personal experience

Convenience 69

66

48

46

70

59

56

51

56

71

64

65

50

Easier to buy offline

Want product straight away

Process too complex

Poor availability online

Unsure of product quality

Unsure if brand is genuine

Not secure

Don't trust websites

Prefer to shop w/friends

Prefer to touch products

Prefer personal assistance

Delivery costs

Not cheaper

eCommerce Barriers (%)

71

68

59

54

74

74

71

61

65

68

63

63

61



It all depends on the context!

21

White and

gold?

Blue and black?



22

Thank you!

Emily GongRegional Digital Development [email protected]

perception vs. reality: understanding the connected ......© tns 26th march, 2015 tns-unicredit...

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