Understanding Global Digital Consumers Today

What is actually going through in the mind of the consumer today ? How do they react and respond to brand communications online today ? And how will this actually impact the way you communicate to them today ?

TNS's recent digital lifestyle study on the consumer across 46 countries, which uncovers markets from where Digital is close to ubiquitous to those beginning their digital journey whether through PC at home, mobile or internet cafes.

The following consumer profiles offer a glimpse into the evolving world of digital and lifestyles that have emerged, and are emerging.

INFLUENCERS (In)

The internet is an integral part of my life. I’m young and a big mobile Internet user and generally access everywhere, all of the time. I’m a blogger, a passionate social networker with many social network friends. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

COMMUNICATORS (Co)

I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.

KNOWLEDGE-SEEKERS (Kn)

I use the internet to gain knowledge, information and to educate myself about the world. I’m not very interested in social networking but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.

NETWORKERS (Ne)

The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.

ASPIRERS (As)
I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

FUNCTIONALS (Fu)
The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in anything new (like social networking )and I am worried about data privacy and security. I am older and have been using the internet for a long time.