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Examining the ways that digital consumers discover new brands, products and servicesINSIGHT REPORT | Q3 2017Brand Discovery 03050607121720212324Notes on MethodologyKey InsightsOverviewAdvertising EffectivenessThe Power of RecommendationInfluencer MarketingSocial Media MarketingSponsored Media ContentFuture OutlookMore From GlobalwebindexCONTENTINSIGHT REPORT | Q3 2017globalwebindexINTRODUCTIONGWI Insight reports take a deep-dive into the crucial topics of the industry. In this report we examine the ways that digital consumers discover new brands, products and services, focusing in on the most effective ways that marketers can hope to engage their target audiences. We cover five key methods of brand promotion: Advertising Effectiveness which types of ads are consumers most receptive to? How are ad-blockers impacting this? The Power of Recommendation online recommendations are more widely available than ever, but how do online sources of advice compare with word-of-mouth? Influencer Marketing how many are following vloggers and celebrities? How effective is this new and growing form of brand promotion? Social Media Marketing social media is now an established brand-consumer touchpoint but how impactful is it at the start of the purchase journey? How many are clicking on sponsored posts each month? Sponsored Media Content who is the most receptive to this form of advertising? Do consumers tend to notice product placement in TV shows and films?All figures in this report are drawn from GlobalWebIndexs online research among internet users aged 16-64. Please note that we only interview respondents aged 16-64 and our figures are representative of the online populations of each market, not its total population.OUR RESEARCHEach year, GWI interviews over 350,000 internet users aged 16-64. Respondents complete an online questionnaire that asks them a wide range of questions about their lives, lifestyles and digital behaviors. We source these respondents in partnership with a number of industry-leading panel providers. Each respondent who takes a GWI survey is assigned a unique and persistent identifier regardless of the site/panel to which they belong and no respondent can participate in our survey more than once a year (with the exception of internet users in Egypt, Saudi Arabia and the UAE, where respondents are allowed to complete the survey at 6-month intervals). OUR QUOTASTo ensure that our research is reflective of the online population in each market, we set appropriate quotas on age, gender and education meaning that we interview representative numbers of men vs women, of 16-24s, 25-34s, 35-44s, 45-54s and 55-64s, and of people with secondary vs tertiary education. To do this, we conduct research across a range of international and national sources, including the World Bank, the ITU, the International Labour Organization, the CIA Factbook, NOTES ON METHODOLOGYEurostat, the US Bureau of Labor Statistics as well as a range of national statistics sources, government departments and other credible and robust third-party sources. This research is also used to calculate the weight of each respondent; that is, approximately how many people (of the same gender, age and educational attainment) are represented by their responses. MOBILE SURVEY RESPONDENTSFrom Q1 2017 on, GlobalWebIndex has offered our Core survey on mobile. This allows us to survey internet users who prefer using a mobile or are mobile-only (who use a mobile to get online but do not use or own any other device). Mobile respondents complete a shorter version of our Core survey, answering 50 questions, all carefully adapted to be compatible with mobile screens.Please note that the sample sizes presented in the charts throughout this report may differ as some will include both mobile and PC/laptop/tablet respondents and others will include only respondents who completed GWIs Core survey via PC/laptop/tablet. For more details on our methodology for mobile surveys and the questions asked to mobile respondents, please download this document. Argentina 69.4%Australia 84.6%Belgium 85.1%Brazil 59.1%Canada 88.5%China 50.3%Egypt 37.8%France 84.7%Germany 87.6%Ghana 23.5%Hong Kong 84.9%Kenya 45.6%India 26.0%Indonesia 22.0%Ireland 80.1%Italy 65.6%Japan 91.1%Malaysia 71.1%Mexico 57.4%Morocco 57.1%Argentina 1508Australia 1255Belgium 1260Brazil 2307Canada 2256China 8273Egypt 1311France 2308Germany 2346Ghana 750Hong Kong 1265Kenya 3032India 1786Indonesia 1276Ireland 2279Italy 1775Japan 750Malaysia 1532Mexico 1533Morocco 750Netherlands 93.1%New Zealand 88.2%Nigeria 47.4%Philippines 40.7%Poland 68.0%Portugal 68.6%Russia 70.1%Saudi Arabia 69.6%Singapore 82.1%South Africa 51.9%South Korea 89.6%Spain 78.7%Sweden 90.6%Taiwan 78.0%Thailand 39.3%Turkey 53.7%UAE 91.2%United Kingdom 92.0%United States 74.5%Vietnam 52.7%Netherlands 1259New Zealand 1261Nigeria 750Philippines 1573Poland 1271Portugal 1294Russia 2265Saudi Arabia 1236Singapore 1509South Africa 1531South Korea 1271Spain 2267Sweden 1285Taiwan 1240Thailand 1524Turkey 1589UAE 1305United Kingdom 7778United States 16113Vietnam 1519INTERNET PENETRATION RATES(ITU Internet Penetration Metric 2015)* This report draws insights from GlobalWebIndexs Q1 2017 wave of research across 40 countries, which had a global sample size of 89,392 (with 72,892 surveys completed on PC/laptop/tablet and 16,500 surveys completed on mobile). SAMPLE SIZE BY MARKET*(Q1 2017)INTERNET PENETRATION RATES ACROSS GWIS MARKETSGlobalWebIndexs research focuses exclusively on the internet population and because internet penetration rates can vary significantly between countries (from a high of 90%+ in parts of Europe to lows of c.20% in parts of APAC), the nature of our samples is impacted accordingly. Where a market has a high internet penetration rate, its online population will be relatively similar to its total population and hence we will see good representation across all age, gender and education breaks. This is typically the case across North America, Western Europe and parts of Asia Pacific such as Japan, Australia and New Zealand. Where a market has a medium to low internet penetration, its online population can be very different to its total population; broadly speaking, the lower the countrys overall internet penetration rate, the more likely it is that its internet users will be young, urban, affluent and educated. This is the case throughout much of LatAm, MEA and Asia Pacific.This table provides the latest estimates on internet penetration (defined as the number of internet users per 100 people) from the International Telecommunication Union for each market that GlobalWebIndex conducts online research in. Please note that this will reflect internet penetration among the total population, and that the figure among 16-64s is likely to be higher.Key Insights Despite some gradual changes in how people watch TV, broadcast TV has stood its ground and remains the most effective advertising channel of all. A decent 30% say they discover new brands via online ads, but digital still cant complete with the reach of TV. Age is hugely important here: the effectiveness of TV ads increases in line with age, while the opposite is seen for online ads. This means that 16-24s are as likely to discover brands via online ads as TV ads. As to be expected, the more traditional forms of advertising like radio and newspaper are the most impactful among older age groups. In contrast, 16-24s are about 3x as likely as 55-64s to discover brands via in-app advertising something that has taken off in the advent of ad-blocking. About 1 in 3 internet users are now blocking ads on their mobiles or desktop but over 40% of blockers are “selective” when doing so meaning they still discover brands via online ads. Globally, about half of internet users are posting reviews online each month highlighting the great amount of noise and potential brand advocacy taking place online. Interestingly, internet users are more likely to discover brands via word-of-mouth recommendations than they are via online options. Older age groups, women and the top income quartile value peer-to-peer recommendations the most. With 30% following actors, and half of 16-24s watching vlogs each month, theres little wonder that influencer marketing has been identified as a lucrative opportunity for brands. At present, celebrity endorsements and vlogs are still among the least effective brand discovery channels, but figures reach notably higher among 16-24s. And for Gen Z, these are the channels where they over-index the most strongly. The average digital consumer spends 2 hours 13 minutes a day on social networks/services thats a lot of time for brands to grab a consumers attention. Updates to a brands social network page can be important for raising awareness of new products and recommendations seen on social networks can claim to be in the top 10 brand discovery channels. Unsurprisingly, 16-34s are the most influenced by branded content on social media. Sponsored editorial content is one way to bypass consumer frustration with ads and ad-blocking. Articles seen on a newspaper/magazines website tend to perform slightly better than those in print but both score relatively low overall. Product placement in TV shows and films, in contrast, can claim to be one of the most effective forms of brand promotion of all. And its certainly attractive to marketers that we see figures are consistently high across the age groups. Overview Question: In which of the following ways are you most likely to find out about new brands, products, or services?Base: 89,392 Internet Users aged 16-64PRO Platform: Marketing Touchpoints Brand DiscoverySOURCES OF BRAND DISCOVERY % who say they are most likely to find out about new brands, products or services via the following06From TV and print advertising to celebrity endorsements and sponsored social media posts, marketers have a huge host of different channels at their disposal for reaching their target audience. GlobalWebIndex tracks 25 different ways in which digital consumers discover new brands and products, covering more traditional channels like search engines and TV ads, and such digital options as bloggers and recommendations on social media. In this report, we discuss whether the more traditional methods of brand promotion remain relevant and impactful, or whether its digital where marketers should be focusing. We break these channels down across different demographics and regions to find out the best possible approach. OVERVIEWSearch engines 37%Ad seen on TV 36%Word-of-mouth recommendation 31%Ad seen online 30%TV shows / films 27%Brand/product websites 25%Recommendation on a social network 23%Consumer review sites 22%In-store product displays or promotions 21%Product comparison websites 20%Ad seen on mobile or tablet app 19%Ad in a magazine or newspaper 18%Pre-roll video ad 17%Ad on a billboard or poster 16%Update on a brands social network page 15%Stories / articles on a newspaper or magazines website 15%Personalized purchase recommendations on a website 14%Ad seen at the cinema 13%Forums / message boards 13%Ad heard on the radio 13%Celebrity endorsements 13%Post or review from an expert blogger 13%Stories / articles in a printed edition of a newspaper or magazine 13%Deals on a group-buying website (e.g. Groupon) 11%Vlogs 9%Whether its print, online or TV, ads have always grabbed the lions share of marketers attention, with huge amounts spent each year on different forms of advertising. And while a lot of advertising receptiveness tends to be subconscious, its still more than 40% of internet users who say they tend to buy the brands they see advertised. Gender exerts little impact but there are some noteworthy age-based trends here namely, the younger the consumer, the more influenced they tend to be by advertising. Close to 50% of 16-34s say they are receptive to ads, compared to just over a fifth of their 55-64-year-old counterparts. One possible explanation here is that older consumers purchasing habits tend to be more ingrained; whereas 69% of 16-24s say that like to try new products, for 55-64s this figure is less than half. AD RECEPTIVENESS % who say they tend to buy brands they see advertisedADVERTISINGEFFECTIVENESS07Receptiveness to AdsBEHAVIORS FROM 2012-2016The younger the consumer, the more influenced they tend to be by advertisingQuestion: To what extent do you either agree or strongly agree with the statements below? Strongly and Somewhat Agree Source: GlobalWebIndex Q1 2017 Base: 72,892 Internet Users aged 16-64PRO Platform: Attitudes and Lifestyle Self-PerceptionsTOTAL 42%AGE 16 to 24 47%25 to 34 47%35 to 44 45%45 to 54 33%55 to 64 22%GENDER Female 43%Male 41%INCOME Bottom 25% 37%Mid 50% 43%Top 25% 53%TV Ads vs. Online AdsBEHAVIORS FROM 2012-2016Ad Seen on TV Ad Seen OnlineAGE 16 to 24 31% 32%25 to 34 36% 31%35 to 44 37% 30%45 to 54 40% 25%55 to 64 46% 24%GENDER Female 37% 29%Male 35% 30%REGION Asia Pacific 34% 28%Europe 39% 28%Latin America 42% 38%Middle East rather, these people have used an ad-blocker 10ADVERTISINGEFFECTIVENESSQuestion: Which of the following things have you done when accessing the internet from your main computer? / Within the past month, have you used an ad-blocker on your mobile phone to prevent websites or apps from displaying ads when you visit them?Source: GlobalWebIndex Q1 2017 Base: 89,392 Internet Users aged 16-64PRO Platform: Device Ownership and Access Online Privacy MeasuresSource: GlobalWebIndex Q1 2017 Base: 31,700 Ad-Blocker Users aged 16-64 PRO Platform: Device Ownership and Access Ad-Blocking SegmentationDesktop Mobile Asia Pacific 31% 39%Europe 36% 19%Latin America 30% 19%Middle East & Africa 29% 23%North America 38% 20%
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