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The Digital Lifestyles




Discover how the world lives online
“It’s not information overload
it’s filter failure”

Clay Shirkey
To understand what consumers do is not enough.
‘Clicks’ are not the whole story.

To get a true picture of the consumer, you need to understand their history,
their needs and emotions.
This will explain why they do what they do.

The following profiles offer a glimpse into the evolving world of digital and
lifestyles that have emerged, and are emerging.
Introducing the digital lifestyles
         INFLUENCERS
         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
         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
         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
         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
         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
         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.
Behaviour and attitude is not a linear relationship

                                           HIGH CONSUMPTION




LOW INVOLVEMENT                                               HIGH INVOLVEMENT




                                          LOW CONSUMPTION
Functionals: The internet is a practical tool
                FUNCTIONALS




WHO ARE THEY?                                      DIGITAL ATTITUDES                                                 BRAND INTERACTION
MALE                                  FEMALE       - I am concerned about data protection and privacy in the
                                               H
                                                   internet.
YOUNGER                                OLDER                                                                                             OPEN TO BRANDS
                                               L   - Internet helps me connect with other like-minded individuals.
EMPLOYED                       UNEMPLOYED          - In the online world, I can better express my feelings.                              BRANDS ARE INTRUSIVE
                                                   - The Internet improves the relationships I have with other
                                                   people.

FREQUENCY OF INTERNET ACCESS


                                                                                                                     5     TH
 HIGH                                   LOW                                                                                              LEVEL OF ONLINE PURCHASING
                                                   DIGITAL ENGAGEMENT
                                                                                                                                         (On a scale of 1-6)
                                                   Digital Engagement             Involvement          Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
 HIGH                                   LOW                 L                          L                       L

                                                                                                                     ABOVE AVERAGE TOUCHPOINTS

                                                   DIGITAL ACTIVITITES                                               ONLINE                        OFFLINE
WHERE ARE THEY?                                                                                                      Branded sites                 Offline media
                                                                                                                     Retail shop                   Retail shop
                                                                                                                     Price comparison              Offline WOM
                   SEEu                                                                                              Search engine
                                DevA                                                                                 User review on blog
NAm        NWEu                                                                                                      Review sites
                                                                                                                     Social network comments
Aspirers: I’m looking to create a personal space online
                ASPIRERS




WHO ARE THEY?                                      DIGITAL ATTITUDES                                                      BRAND INTERACTION
MALE                                  FEMALE       - The Internet improves the relationships I have with other
                                               H
                                                   people.
YOUNGER                                OLDER       - In the online world, I can better express my feelings.                                   OPEN TO BRANDS
EMPLOYED                         UNEMPLOYED        - Internet enables me to belong and be accepted by my friends.                             BRANDS ARE INTRUSIVE
                                               L   - I can´t imagine a life without the internet anymore.
                                                   - Life without the internet would be a lot less fun.

FREQUENCY OF INTERNET ACCESS


                                                                                                                          6     TH
 HIGH                                   LOW                                                                                                   LEVEL OF ONLINE PURCHASING
                                                   DIGITAL ENGAGEMENT
                                                                                                                                              (On a scale of 1-6)
                                                   Digital Engagement              Involvement              Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
 HIGH                                   LOW                 L                                                   L
                                                                                         H
                                                                                                                          ABOVE AVERAGE TOUCHPOINTS

                                                   DIGITAL ACTIVITITES                                                    ONLINE                        OFFLINE
WHERE ARE THEY?                                                                                                           Branded sites                 Offline media
                                                                                                                          Retail shop                   Retail shop
                                                                                                                          Price comparison              Offline WOM
                                                                                                                          Search engine
                                                                                                                          User review on blog
                                                                                                                          Review sites
                                                                                                                          Social network comments
                   MENA
            SSA            Ind
                                      EmA
Networkers : The internet is important for me to establish and maintain relationships
                NETWORKERS




WHO ARE THEY?                                      DIGITAL ATTITUDES                                                 BRAND INTERACTION
MALE                                  FEMALE       - The Internet improves the relationships I have with other
                                               H
                                                   people.
YOUNGER                                OLDER       - I can´t imagine a life without the internet anymore.                                OPEN TO BRANDS
EMPLOYED                       UNEMPLOYED          - Internet helps me connect with other like-minded individuals.                       BRANDS ARE INTRUSIVE
                                               L   - In the online world, I can better express my feelings.
                                                   - Internet allows freedom of expression that I don´t have
                                                   in the offline world.
FREQUENCY OF INTERNET ACCESS


                                                                                                                     4     TH
 HIGH                                   LOW                                                                                              LEVEL OF ONLINE PURCHASING
                                                   DIGITAL ENGAGEMENT
                                                                                                                                         (On a scale of 1-6)
                                                   Digital Engagement             Involvement          Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
 HIGH                                   LOW                 H
                                                                                        L
                                                                                                               H

                                                                                                                     ABOVE AVERAGE TOUCHPOINTS

                                                   DIGITAL ACTIVITITES                                               ONLINE                        OFFLINE
WHERE ARE THEY?                                                                                                      Branded sites                 Offline media
                                                                                                                     Retail shop                   Retail shop
                                                                                                                     Price comparison              Offline WOM
                   SEEu                                                                                              Search engine
                                                                                                                     User review on blog
NAm        NWEu                                                                                                      Review sites
                                                                                                                     Social network comments
Knowledge-Seekers: I use the internet to gain knowledge, information and to educate myself
                KNOWLEDGE-SEEKERS




WHO ARE THEY?                                      DIGITAL ATTITUDES                                                   BRAND INTERACTION
MALE                                  FEMALE       - I am concerned about data protection and privacy in the
                                               H
                                                   internet.
YOUNGER                                OLDER       - Internet allows freedom of expression that I don´t have                               OPEN TO BRANDS
EMPLOYED                       UNEMPLOYED          in the offline world.                                                                   BRANDS ARE INTRUSIVE
                                               L   - Internet enables me to belong and be accepted by
                                                   my friends.
                                                   - In the online world, I can better express my feelings.
FREQUENCY OF INTERNET ACCESS                       - I can´t imagine a life without the internet anymore.



                                                                                                                       3     RD
 HIGH                                   LOW                                                                                                LEVEL OF ONLINE PURCHASING
                                                   DIGITAL ENGAGEMENT
                                                                                                                                           (On a scale of 1-6)
                                                   Digital Engagement              Involvement           Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
 HIGH                                   LOW
                                                              M                                                M
                                                                                         L                             ABOVE AVERAGE TOUCHPOINTS

                                                                                                                       ONLINE                        OFFLINE
WHERE ARE THEY?                                    DIGITAL ACTIVITITES                                                 Branded sites                 Offline media
                                                                                                                       Retail shop                   Retail shop
                                                                                                                       Price comparison              Offline WOM
                   SEEu                                                                                                Search engine
                                                                                                                       User review on blog
                                                                                                                       Review sites
                                                                                                                       Social network comments
   LAm
Communicators: I just love talking and expressing myself
                COMMUNICATORS




WHO ARE THEY?                                      DIGITAL ATTITUDES                                                   BRAND INTERACTION
MALE                                  FEMALE       - In the online world, I can better express my feelings.
                                               H
                                                   - Life without the internet would be a lot less fun.
YOUNGER                                OLDER       - Internet allows freedom of expression that I don´t                                    OPEN TO BRANDS
EMPLOYED                        UNEMPLOYED         have in the offline world.                                                              BRANDS ARE INTRUSIVE
                                                   - Internet enables me to belong and be accepted
                                                   by my friends.


FREQUENCY OF INTERNET ACCESS


                                                                                                                       2     ND
 HIGH                                   LOW                                                                                                LEVEL OF ONLINE PURCHASING
                                                   DIGITAL ENGAGEMENT
                                                                                                                                           (On a scale of 1-6)
                                                   Digital Engagement              Involvement           Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
 HIGH                                   LOW                 H                            H                    H
                                                                                                                       ABOVE AVERAGE TOUCHPOINTS

                                                                                                                       ONLINE                        OFFLINE
WHERE ARE THEY?                                    DIGITAL ACTIVITITES                                                 Branded sites                 Offline media
                                                                                                                       Retail shop                   Retail shop
                                                                                                                       Price comparison              Offline WOM
                                                                                                                       Search engine
                                                                                                                       User review on blog
                           Ch                                                                                          Review sites
                                                                                                                       Social network comments

                                      EmA
Influencers: The internet is an integral part of my life
                INFLUENCERS




WHO ARE THEY?                                            DIGITAL ATTITUDES                                                  BRAND INTERACTION
MALE                                     FEMALE          - Internet allows me to stand out and be different.
                                                     H
                                                         - Internet allows freedom of expression that I don´t
YOUNGER                                      OLDER       have in the offline world.                                                             OPEN TO BRANDS
EMPLOYED                             UNEMPLOYED          - Internet enables me to belong and be accepted by my friends.                         BRANDS ARE INTRUSIVE
                                                         - In the online world, I can better express my feelings.

                                                     L   - I am concerned about data protection and privacy
                                                         in the internet.
FREQUENCY OF INTERNET ACCESS


                                                                                                                            1     st
 HIGH                                         LOW                                                                                               LEVEL OF ONLINE PURCHASING
                                                         DIGITAL ENGAGEMENT
                                                                                                                                                (On a scale of 1-6)
                                                         Digital Engagement            Involvement            Consumption
NUMBER OF SOCIAL NETWORKING FRIENDS
 HIGH                                         LOW                H                          H                     H
                                                                                                                            ABOVE AVERAGE TOUCHPOINTS

                                                                                                                            ONLINE                        OFFLINE
WHERE ARE THEY?                                          DIGITAL ACTIVITITES                                                Branded sites                 Offline media
                                                                                                                            Retail shop                   Retail shop
                                                                                                                            Price comparison              Offline WOM
                   SEEu                                                                                                     Search engine
                                      DevA                                                                                  User review on blog
                                Ch                                                                                          Review sites
                                                                                                                            Social network comments
                   MENA
                          Ind
Discover how the world lives online

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The digital lifestyles

  • 1. The Digital Lifestyles Discover how the world lives online
  • 2. “It’s not information overload it’s filter failure” Clay Shirkey
  • 3. To understand what consumers do is not enough. ‘Clicks’ are not the whole story. To get a true picture of the consumer, you need to understand their history, their needs and emotions. This will explain why they do what they do. The following profiles offer a glimpse into the evolving world of digital and lifestyles that have emerged, and are emerging.
  • 4. Introducing the digital lifestyles INFLUENCERS 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 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 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 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 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 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.
  • 5. Behaviour and attitude is not a linear relationship HIGH CONSUMPTION LOW INVOLVEMENT HIGH INVOLVEMENT LOW CONSUMPTION
  • 6. Functionals: The internet is a practical tool FUNCTIONALS WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION MALE FEMALE - I am concerned about data protection and privacy in the H internet. YOUNGER OLDER OPEN TO BRANDS L - Internet helps me connect with other like-minded individuals. EMPLOYED UNEMPLOYED - In the online world, I can better express my feelings. BRANDS ARE INTRUSIVE - The Internet improves the relationships I have with other people. FREQUENCY OF INTERNET ACCESS 5 TH HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement Consumption NUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW L L L ABOVE AVERAGE TOUCHPOINTS DIGITAL ACTIVITITES ONLINE OFFLINE WHERE ARE THEY? Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM SEEu Search engine DevA User review on blog NAm NWEu Review sites Social network comments
  • 7. Aspirers: I’m looking to create a personal space online ASPIRERS WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION MALE FEMALE - The Internet improves the relationships I have with other H people. YOUNGER OLDER - In the online world, I can better express my feelings. OPEN TO BRANDS EMPLOYED UNEMPLOYED - Internet enables me to belong and be accepted by my friends. BRANDS ARE INTRUSIVE L - I can´t imagine a life without the internet anymore. - Life without the internet would be a lot less fun. FREQUENCY OF INTERNET ACCESS 6 TH HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement Consumption NUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW L L H ABOVE AVERAGE TOUCHPOINTS DIGITAL ACTIVITITES ONLINE OFFLINE WHERE ARE THEY? Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM Search engine User review on blog Review sites Social network comments MENA SSA Ind EmA
  • 8. Networkers : The internet is important for me to establish and maintain relationships NETWORKERS WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION MALE FEMALE - The Internet improves the relationships I have with other H people. YOUNGER OLDER - I can´t imagine a life without the internet anymore. OPEN TO BRANDS EMPLOYED UNEMPLOYED - Internet helps me connect with other like-minded individuals. BRANDS ARE INTRUSIVE L - In the online world, I can better express my feelings. - Internet allows freedom of expression that I don´t have in the offline world. FREQUENCY OF INTERNET ACCESS 4 TH HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement Consumption NUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW H L H ABOVE AVERAGE TOUCHPOINTS DIGITAL ACTIVITITES ONLINE OFFLINE WHERE ARE THEY? Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM SEEu Search engine User review on blog NAm NWEu Review sites Social network comments
  • 9. Knowledge-Seekers: I use the internet to gain knowledge, information and to educate myself KNOWLEDGE-SEEKERS WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION MALE FEMALE - I am concerned about data protection and privacy in the H internet. YOUNGER OLDER - Internet allows freedom of expression that I don´t have OPEN TO BRANDS EMPLOYED UNEMPLOYED in the offline world. BRANDS ARE INTRUSIVE L - Internet enables me to belong and be accepted by my friends. - In the online world, I can better express my feelings. FREQUENCY OF INTERNET ACCESS - I can´t imagine a life without the internet anymore. 3 RD HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement Consumption NUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW M M L ABOVE AVERAGE TOUCHPOINTS ONLINE OFFLINE WHERE ARE THEY? DIGITAL ACTIVITITES Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM SEEu Search engine User review on blog Review sites Social network comments LAm
  • 10. Communicators: I just love talking and expressing myself COMMUNICATORS WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION MALE FEMALE - In the online world, I can better express my feelings. H - Life without the internet would be a lot less fun. YOUNGER OLDER - Internet allows freedom of expression that I don´t OPEN TO BRANDS EMPLOYED UNEMPLOYED have in the offline world. BRANDS ARE INTRUSIVE - Internet enables me to belong and be accepted by my friends. FREQUENCY OF INTERNET ACCESS 2 ND HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement Consumption NUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW H H H ABOVE AVERAGE TOUCHPOINTS ONLINE OFFLINE WHERE ARE THEY? DIGITAL ACTIVITITES Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM Search engine User review on blog Ch Review sites Social network comments EmA
  • 11. Influencers: The internet is an integral part of my life INFLUENCERS WHO ARE THEY? DIGITAL ATTITUDES BRAND INTERACTION MALE FEMALE - Internet allows me to stand out and be different. H - Internet allows freedom of expression that I don´t YOUNGER OLDER have in the offline world. OPEN TO BRANDS EMPLOYED UNEMPLOYED - Internet enables me to belong and be accepted by my friends. BRANDS ARE INTRUSIVE - In the online world, I can better express my feelings. L - I am concerned about data protection and privacy in the internet. FREQUENCY OF INTERNET ACCESS 1 st HIGH LOW LEVEL OF ONLINE PURCHASING DIGITAL ENGAGEMENT (On a scale of 1-6) Digital Engagement Involvement Consumption NUMBER OF SOCIAL NETWORKING FRIENDS HIGH LOW H H H ABOVE AVERAGE TOUCHPOINTS ONLINE OFFLINE WHERE ARE THEY? DIGITAL ACTIVITITES Branded sites Offline media Retail shop Retail shop Price comparison Offline WOM SEEu Search engine DevA User review on blog Ch Review sites Social network comments MENA Ind
  • 12. Discover how the world lives online