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„The Meaning of moments“

„The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

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Page 1: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

„The Meaning of moments“

Page 2: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

2

BETTER SCIENCE.

BETTER ART.

BETTER OUTCOMES.

Question: “Which of these online

applications does a good job when

you want to…? [Social Networks]“

Base: Germany n = 1.003

Page 3: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

3

Question: “Which of these online

applications does a good job when

you want to…? [Social Networks]“

Base: Germany n = 1.003

Page 4: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

4

Page 5: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Agenda

5

1.

„The Usage of the 24/7-Phone“ 2.

„The Fragmentation of Social“ 3.

4. „The Meaning of Moments“

Welcome to the Wave Universe!

Page 6: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

6

Page 7: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

The Wave Universe

7

78 countries

52,500+ respondents

1.5 Mrd. represent

active internet users

worldwide

Since 2006, Wave measures the extent and the influence of Social

Media worldwide and studies the behaviour of active internet users to

derive future trends in communication strategies.

It is structured in 4 main parts:

Content Platform Devices Moments

People basically are influenced by 5 major needs…

Page 8: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

The Wave Story

8

pre-’03

15 countries

7,500 respondents

2008

21 countries

10,000 respondents

2009

29 countries

17,000 respondents

2010

38 countries

23,200 respondents

2011

54 countries

37,600 respondents

2012

62 countries

42,000 respondents

2013

72 countries

49,600 respondents

2014

Social Visual Influence Business Needs Motivation Brands

2012

2003 2004 2005 2006 2007

65 countries

50,000 respondents

Content

2015

78 countries

52,500+ respondents

Moments

2016

Page 9: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

9

Page 10: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

IT‘S ALL THE SAME BUT STILL DIFFERENT…

10

THE SMARTPHONE HAS A STEADY ADOPTION OF FUNCTIONS FROM OTHER DEVICES

Laptop/

Netbook

Smart-

phone

Mobile

phone

Internet-

connected TV

MP3/4

Player

Tablet

Games

console

Portable

games console

Mini

Tablet

Wearables

Ø 5,4 Desktop

-1% -43%

-18%

-4%

-7%

+10%

+11% +3%

+42%

+167% +19%

Question: „Please tell us which of the following items you own?“ /

Base: Germany n = 1.003

Page 11: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

The Smartphone is a „Must-Have“

11

70,7% 62,3% 58,0%

Wave7 Wave8 Wave9

Desktop

80,8% 74,7% 73,9%

Wave7 Wave8 Wave9

Laptop

74,3% 82,8% 91,0%

Wave7 Wave8 Wave9

Smartphone

26,5% 37,6% 44,9%

Wave7 Wave8 Wave9

Tablet

i88* i82

i111 i122

i92 i91

i142 i169

DESPITE THE GROWING MOBILE TREND, LAPTOPS STILL MAINTAIN THEIR POSITION

Question: „Please tell us which of the following items you own?“ / *Index (Wave7 =100)

Base: Germany n = 1.003

Page 12: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Laptop

Smartphones & Laptops with unique characteristics

12

THE TABLET IS AN „IN-BETWEEN“ FOR THE DIFFERENT NEEDS

Socialize with others

Be creative

Have fun/be

entertained

Have fun/be

entertained

Relax/escape

Read content

Watch content

Ward off boredom

Play a game

Manage

my life

Access information

quickly

Make a purchase

Find your

way

Get something done

Organize something

Explore the world

around you

Learn something

new

Research something

thoroughly

DIVERSION

LEARNING

PROGRESSION

Smartphone

Tablet

RELATIONSHIP

0%

20%

40%

60%

80%

Question: Please select which of them do you think does a good job when you want to: ….[Smartphone/Tablet/Laptop]“

Filter: owner of device Base: Germany n = 1.003

Page 13: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

13

Have fun/be entertained

Be creative

Explore the world around you

"Hang out" or waste time

Find your way

The Laptop transfers functions on to the Smartphone

Question: Please select which of them do you think does a good job when you want to: ….[Laptop]“

Filter: owner of device Base: Germany n = 1.003

Page 14: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

One Day in a Life

14

Commuters with own means of transportation

Commuters with public transportation

öffentlichen Transportmitteln

way to work at work way home/ shopping evening (at home)

+

+

+ T

V

+ T

V

Page 15: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Where did the fun go?

15

PEOPLE HAVE GOT HABITUATED TO THE SMARTPHONES AND NOW CONSIDER THEM AS NORMAL IN CONTRAST TO THE EXCITEMENT ABOUT THEIR NOVELTY IN WAVE7.

Ward off boredom

Hang out or waste time

Relax

Question: Please select which of them do you think does a good job when you want to: ….[Smartphone]“

Filter: owner of device Base: Germany n = 1.003

Page 16: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

16

Page 17: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

17

Page 18: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Stationary devices are still superior in E-Commerce

18

PURCHASE WITH SMARTPHONES SHOULD BE FAST AND EASY. HOWEVER, THIS IS RARELY THE CASE.

71,2% 69,5% 66,8%

Wave7 Wave8 Wave9

Desktop

74,0% 72,6% 65,6%

Wave7 Wave8 Wave9

Laptop

27,8% 31,9% 30,9%

Wave7 Wave8 Wave9

Smartphone

41,8% 43,9% 46,1%

Wave7 Wave8 Wave9

Tablet

i98* i94

i105 i110 i98

i89

i115 i111

Suitability for

purchase

Question: Please select which of them do you think does a good job when you want to: ….[Desktop/Smartphone/Tablet/Laptop]“*Index (Wave7 =100)

Filter: owner of device Base: Germany n = 1.003

Page 19: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

19 Source: ansible

Page 20: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Online Video: Everyone watches it frequently

20

2/3 OF INTERNET USERS EVEN WEEKLY

86%

Question: Thinking about using the Internet, which of the following activities have you ever done?

Base: Germany n = 1.003

38%

29%

18%

5%

7%

No interest in doing

Have NOT done but plan to in the future

Have done but not in the last 6 months

Have done in the past 6 months but not in last week

Have done in the past week but not in the last 24hoursHave done in the last 24 hours

Page 21: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

57%

44%

41%

48%

63%

59%

65%

60%

Online Video needs big screens

21

Question: Usage: Thinking about using the Internet, which of the following activities have you ever done? You have indicated you have carried out the following activities

in the last 6 months; please select which devices you have used to do these activities.

Suitability: You have indicated that you own the following devices. Please select which of them do you think does a good job when you want to.. Base: Germany n = 1.003

Usage of Online Video

Suitability of Online Video

VIDEO CLIPS WATCHED ON SMARTPHONES (E.G. FACEBOOK) NEED TO BE AS SHORT AS POSSIBLE.

Page 22: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Usability

22

• Short

• Draws attention

compatible with device

• Creates connection

between online &

offline

„Snack“able Content

Vertical Video Codes Connection Cross Device

„One Shop“

Page 23: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Save code in configurator and continue later with any device

23 Source: secure-www.audi.de

Page 24: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

24

…started OOH-campaign with Snapchat-content from influencers

Source: Levi‘s | Out-Of-Home-Kampagne with Snapchat Channel

Page 25: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Smartphone as connecter

25

…WITH CARS, SMART HOMES, WEARABLES

Page 26: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

26

Page 27: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

27

Page 28: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

There‘s a lot of dynamism in Social Media

28

STILL NO IMPROVEMENT FOR THE CONVENTIONAL SOCIAL MEDIA SITES

57,7% 54,3% 56,2%

Wave7 Wave8 Wave9

Social Networks

21,3% 22,9% 28,0%

Wave7 Wave8 Wave9

Business Social Network

39,1% 63,1% 78,7%

Wave7 Wave8 Wave9

Instant Messenger (e.g. WhatsApp)

14,1% 15,5% 18,9%

Wave7 Wave8 Wave9

Create a video to upload online

26,9% 22,2% 31,3%

Wave7 Wave8 Wave9

Photo-Sharing Website

18,6% 29,3%

Wave7 Wave8 Wave9

Timed photo (e.g. Snapchat)

i94 i98

i108 i132

i110 i134

i162 i201

i82

i116 i157**

Question: Which of the following activities have you done in the past 6 months ? | *Index (Wave7 =100) | ** Index (Wave8 =100)

Base: Germany n = 1.003

Page 29: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

However, Social Networks are losing out on meeting the users‘ needs…

DIVERSION

LEARNING

PROGRESSION

Promote

yourself

Learn something

new

Change

opinions

Meet new

people Stay in touch with

friends/family

Feel like you

belong

Share knowledge

Share new experiences

"Hang out" or

waste time

Have fun/be

entertained

Feel or be

creative

Make money

Make contacts for

professional reasons

Earn respect

Express yourself

Keep up to date

Explore the world

around you

Seek other people's

opinions

Wave 6

Wave 7

Wave 8

Wave 9

RELATIONSHIP

RECOGNITION

29 Question: “Which of these online applications does a good job when you want to…? “ Base: Germany n = 1.003

Page 30: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

… but they still are the front runners in totality

DIVERSION

LEARNING

PROGRESSION

RELATIONSHIP

RECOGNITION

Social Networks

Video Sites

Photo Sharing Websites

Business Social Network

Promote

yourself

Learn something

new

Change

opinions

Meet new

people

Make contacts for

professional reasons

Express yourself

Earn respect

Keep up to date

Explore the world

around you

Seek other people's

opinions

Stay in touch with

friends/family

Feel like you

belong

Share knowledge

Share new experiences

"Hang out" or

waste time

Have fun/be

entertained

Feel or be

creative

Make money

30 Question: “Which of these online applications does a good job when you want to…? [Social Networks]“ Base: Germany n = 1.003

Page 31: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

The rules are different for young target groups

DIVERSION

LEARNING

PROGRESSION

RELATIONSHIP

RECOGNITION

Video Sites

Photo Sharing Websites

Video Seiten – Teenager*

Photo Sharing Website - Teenager

Stay in touch with

friends/family

Feel like you

belong

Share knowledge

Share new experiences

"Hang out" or

waste time

Have fun/be

entertained

Feel or be

creative

Make money

Make contacts for

professional reasons

Promote

yourself

Learn something

new

Change

opinions

Meet new

people

Express yourself

Earn respect

Keep up to date

Explore the world

around you

Seek other people's

opinions

31 Question: “Which of these online applications does a good job when you want to…? “ Base: Germany n = 1.003* A 16-19

Page 32: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Facebook is still the undefeated king of reach

79,2%

58,7%

30,1%

25,7%

24,3%

17,5%

7,8%

3,3%

93,5%

84,8%

77,0%

34,8%

34,5%

29,3%

23,4%

12,3%

Question: Thinking about your usage of specific websites and applications, which of the following best describes how often you have used them?

Base: Germany n = 1.003 *in Wave8 not queried

BUT THERE‘S NO WAY AROUND VISUAL PLATFORMS.

(+14%)

(+0,1)

(+74)

(+13%)

(+207%)

(+7,4%)

(+91%)

(*)

Platform use in general Daily platform use

Base: People that use the platform

(+2%)

(+16%)

(-0,2%)

(+18%)

(+50%)

(+35%)

(*)

Wave 9 vs.

Wave 8

Wave 9 vs.

Wave 8

(+6%)

32

Page 33: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

There‘s no specific platform to cater to all needs

THE

HAPPY PLACE

THE

NEW THING

THE

FUN SCREEN

THE

WORLD

CONNECTER

…BUT FOR ALL SPECIFIC NEEDS, THERE IS A PLATFORM.

35 Question: “Which of these online applications does a good job when you want to…? [Social Networks]“ Base: Germany n = 1.003

Page 34: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

The Fun Screen

55% 36% 34%

FUN GETS TALKED ABOUT INFLUENCES

WORLD OPINION

72% 59% 59%

Millennials*

Teenager**

54% 37% 33%

36 Question: “Which of these online applications does a good job when you want to…? [Social Networks]“ Base: Germany n = 1.003

Source: youtube

Page 35: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

28%

The World Connecter

51% 40% 76%

INFLUENCES

WORLD OPINION PLACE FOR NEWS NO POSITIVE PLACE

Millennials*

Teenager** 63% 39% 80%

49% 39% 75%

38%

37 Question: “Which of these online applications does a good job when you want to…? [Social Networks]“ Base: Germany n = 1.003

Source: facebook

Page 36: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

The Happy Place

46% 37% 35%

FUN POSITIVE

PLACE

GIVES

SELF-CONFIDENCE

Millennials*

Teenager** 61% 55% 61%

40% 36% 34%

38 Question: “Which of these online applications does a good job when you want to…? [Social Networks]“ Base: Germany n = 1.003

Source: Instagram

Page 37: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

The New Thing

34% 32% 29%

GET´S TALKED

ABOUT FUN

EXCITING &

INNOVATIVE

Millennials*

Teenager** 65% 77% 62%

32% 34% 30%

39 Question: “Which of these online applications does a good job when you want to…? [Social Networks]“ Base: Germany n = 1.003

Source: Snapchat

Page 38: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

40

„ Social Networks are an

essential part of my social

environment.“

„I think that my profiles in

Social Networks display

who I really am.“

„I‘m worried about missing

out on something online

when I don‘t visit my

Social Network profile.“

36% 95*

35% 95*

21% 99*

For Germans, life‘s much more than just the Social Networks

Question: Below is a list of statements, please can you answer reflecting your opinion. Scale: 1 to 5. Stated: Top 2.

Base: Germany n = 1.003 *Index (Wave8 =100) **In Wave8 not queried

Page 39: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

WhatsApp – The Private Place

41

71% are keen to keep in touch with my friends.

For 53% the app stands for fun and thereby almost defeats YouTube.

83% of the Germans use it to keep in touch with 33 of their friends.

In Social Networks it is 71% with 46 contacts.

Caution should be exercised when used by companies as only 13% think the app

protects their privacy.

Question: Which of the following statements do you think describe each of the platforms below?

Base: Germany: n = 1.003

Page 40: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

It has never been that important for companies to handle customer data sensitively

42

„ My personal information

is a commodity that

advertisers should pay for“

„ I would like to be able to

remain anonymous in

everything I do online

„ I am concerned about

the amount of personal

data that goes online.“

Question: Below is a list of statements, please can you answer reflecting your opinion. Scale: 1 to 5. Stated: Top 2.

Base: Germany n = 1.003 *Index (Wave8 =100) **In Wave8 not queried

58% **

56% 113*

51% 101*

GERMANS STAND OUT IN THIS MATTER ESPECIALLY IN AN INTERNATIONAL SETTING.

Page 41: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

UNTERHALTUNG

WISSEN

SELBSTVERWIRKLICHUNG

BEZIEHUNG

ANERKENNUNG

Wave 7

Wave 8

Wave 9

Question: Thinking about the kind of interactions that you can have with brands and companies that you purchase from, please tell us which 3 of the following

interactions you would most like to have with these companies? Base: Germany n = 1.003

PRIMARILY, USERS WANT TO RECEIVE PERSONAL OFFERS & INDIVIDUAL RESPONSES TO THEIR QUESTIONS.

Targeted interactions with companies gain in importance

0%

10%

20%

30%

40%

Help to connectwith other people

just like me

An opportunityto help others

Help to relax andescape fromeveryday life

Access toentertainingcontent andexperiences

Help to createsomething worth

sharing

Help to developmy skills and

abilities

Help and advice

An opportunityto influence the

way products aremade

A personalresponse to my

issues andcomplaints

An opportunityto express my

own opinions andexperiences

An opportunityto display my

interest orsupport

An opportunityto learn

something new

Access to thelatest news about

products &developments

43

Page 42: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

44

Page 43: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

45

Page 44: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

The Beginning: The Identification of Moments

46

60 billion Online Interactions per day

3.000 moments

Source: amobee

Page 45: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

9 Categories with 120 Key Moments

47

FAMILY e.g. Wedding day

FINANCE e.g. Managing your bank

account/finances

HOBBIES e.g. Playing a console

game

TRAVEL e.g. Planning a holiday

SOCIALISING e.g. Attending a festival,

sports game or big

cultural event

LOOKING AFTER

YOURSELF e.g. Taking part in sports

or activities

SHOPPING e.g. Discovering a new

product at the store

WORK e.g. Going to a work-

related event

TECHNOLOGY e.g. Wanting the latest

device

Page 46: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

9 Categories with 120 Key Moments

48

13.8% Got their wedding day

50.8% Manages their bank

accounts/finances

29.3% Play console games

12.4% Go to work-related

events

18.5% Want the latest device

43.6% Planning a holiday

18.3% Attends a festival

36.7% Takes part in sports

26% Discover new products

at the store

Page 47: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Which moments are relevant for

the target group?

What are the feelings of the target group in

these moments?

Which needs are intended to be

satisfied in these moments?

Anxiety Frustration Surprise

Inspiration

Love

Relaxed

Pride Confusion Admiration

Optimism

Envy

Intrigue

Sadness

Anticipation

Joy

Disgust

Irritation

Trust

Boredom

49

Page 48: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

50

Relaxation instead of Frustration

Question: Thinking about the kind of interactions that you can have with brands and companies that you purchase from, please tell us which 3 of the following

interactions you would most like to have with these companies? Base: Germany n = 1.003

SEARCH FOR A BETTER FINANCE PRODUCT

Page 49: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

May I introduce you? – The Moments Map -

52

POTENTIAL OF THE MOMENT

LO

W

V

S.

HIG

H I

NT

EN

SIT

Y

FE

EL

ING

IN

TH

E M

OM

EN

T

LOW FREQUENCY HIGH FREQUENCY

Use of moments, to strenghten the feeling

Use the Moments, to weaken the feeling

Question: Thinking about the kind of interactions that you can have with brands and companies that you purchase from, please tell us which 3 of the following

interactions you would most like to have with these companies? Base: Germany n = 1.003

Page 50: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Leisure Time Activites

53

Going on a long

walk or run

Maintaining your garden

Reading a book

Discovering new music,

TV or films

Experimenting with new recipes

or dishes

Doing some DIY

Streaming or ordering on-demand

movies/TV, music or gaming

Playing a console game Building your entertainment

collection, or searching through it

Shopping for a TV/movie

package or package upgrade

Creating something

(e.g. a painting, knitting, drawing)

Looking at forum discussions or

reviews of new music, games,

movies

Learning a new skill

(e.g. photography, language)

POTENTIAL OF THE MOMENT

CH

AO

S

RE

LA

XE

D

N IEDRIGE VERBREITUNG HOHE VERBREITUNG

FE

EL

ING

IN

TH

E M

OM

EN

T

Bubble size = Index Frequency of the

moment

(Index= all respondents)

A lot of moments, which are supposedly relaxing, do not exactly do that: Do-it-yourself Discovering new music,

TV, Films

Question: Thinking about the kind of interactions that you can have with brands and companies that you purchase from, please tell us which 3 of the following interactions

you would most like to have with these companies? Base: Germany n = 1.003

Page 51: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Social Interactions

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Having a night out with friends

Going on a day out

Having a bad day

Going away with friends

for a lads/girls holiday

Talking to friends online (e.g. WhatsApp, Skype)

Saying thank you to someone

Needing a gift Idea

Making a new friend

Hosting a party/get together

Going to or hosting a dinner

party or brunch

Going to a bar/club

Celebrating a major life event

(e.g. engagement/new job)

Going to a friend's house to watch the game

Attending a festival, sports

game or big cultural event

POTENTIAL OF THE MOMENT

CH

AO

S

RE

LA

XE

D

LOW FREQUENCY HIGH FREQUENCY

FE

EL

ING

IN

TH

E M

OM

EN

T Social interactions are associated with

elation and surprise: Making a new friend Saying thank you to someone

Question: Thinking about the kind of interactions that you can have with brands and companies that you purchase from, please tell us which 3 of the following

interactions you would most like to have with these companies?? Base: Germany n = 1.003

Bubble size = Index Frequency of the

moment

(Index= all respondents)

Page 52: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Generate an additional value for consumers to satisfy their needs

55

TOP 3 NEED PER MOMENT

DO-IT-YOURSELF

38% be creative

26% Learn something

new

21% Relax/escape

DISCOVERING NEW

MUSIC

53% Have fun/be

entertained

51% Relax/escape

17% Keep up to date

MAKING A NEW

FRIEND

49% Meet new people

13% Express yourself

28% Have fun/be

entertained

SAYING THANK YOU

TO SOMEONE

15% Stay in touch with

friends

13% Express yourself

12% Feel like you

belong

Question: Thinking about the kind of interactions that you can have with brands and companies that you purchase from, please tell us which 3 of the following

interactions you would most like to have with these companies? Base: Germany n = 1.003

Page 53: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

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Page 54: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Anna Zmuda Head of Research

[email protected]

Danielle Weimer Researcher

[email protected]

Thank you.

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Page 55: „The Meaning of moments“ - Universal McCann Deutschland...„The Meaning of Moments“ Welcome to the Wave Universe! 6 . The Wave Universe 7 78 countries 52,500+ respondents represent

Anna Zmuda

Head of Researcher

www.umww.com

t +49 69 79 404 541

[email protected]

Universal McCann GmbH

Headquarters: Mailing address: Postfach 111 936, 60325 Frankfurt

Visitor address: Torhaus am Westhafen, Speicherstraße 57-59, 60327 Frankfurt

Registration court: Amtsgericht Frankfurt HRB 30 743

Management/Executive Board: Michael Dunke, Petra Farrell, Sven Weisbrich

The work created by Universal McCann is intended exclusively for the customer.

The work remains property of the agency. Neither the work itself nor its content may be handed down as author whole or in part to third parties or used, reproduced or distributed commercially without the authorization of the agency.

The agency reserves the right to recall, apply their propols. Frankfurt/Main, April 2017

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