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„The Meaning of moments“
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
3
Question: “Which of these online
applications does a good job when
you want to…? [Social Networks]“
Base: Germany n = 1.003
4
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!
6
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…
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
9
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
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
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
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
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
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
16
17
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
19 Source: ansible
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
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.
Usability
22
• Short
• Draws attention
compatible with device
• Creates connection
between online &
offline
„Snack“able Content
Vertical Video Codes Connection Cross Device
„One Shop“
Save code in configurator and continue later with any device
23 Source: secure-www.audi.de
24
…started OOH-campaign with Snapchat-content from influencers
Source: Levi‘s | Out-Of-Home-Kampagne with Snapchat Channel
Smartphone as connecter
25
…WITH CARS, SMART HOMES, WEARABLES
26
“
27
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
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
… 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
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
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
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
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
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
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
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
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
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
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.
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
44
“
45
The Beginning: The Identification of Moments
46
60 billion Online Interactions per day
3.000 moments
Source: amobee
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
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
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
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
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
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
Social Interactions
54
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)
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
56
Anna Zmuda Head of Research
Danielle Weimer Researcher
Thank you.
57
Anna Zmuda
Head of Researcher
www.umww.com
t +49 69 79 404 541
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
58