The impact of social media on purchase behaviour

The impact of social
media on purchase
behaviour
30 June 2010

• Half a century of developing • Actively managed and deeply
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and scale sampling experts

• Commitment to data quality • Thought leader
in the industry

Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved.

Proprietary Panels in 24 Countries


The Global Web Index is a twice yearly web usage study to 32,000
consumers across 16 countries which quantifies global web trends
and the massive impact of social media
16 markets represent 70% of the global web pop (780m users)


Global Web Index

The Global Web Index provides a global perspective on web
usage, particularly how it impacts:
◦ Consumer behavior
◦ Marketing communications
◦ Purchasing
◦ Attitudes and outlook

• The Global Web Index is
an attitudinal tool that
provides timely global
usage trends of online
social media


How many people are on social web by country

292.7 million

Copyright © 2010 Lightspeed Research. Proprietary and Confidential. All rights reserved. 7

Consistent patterns across age groups

Behaviour online – last month. You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.


BRIC markets lead the trend for active social involvement
70% Blog focused Social Network focused Manage a social network profile Written your own blog

60%
% Have done in the last month

50%

40%

30%

20%

10%

0%

Behaviour online – last month You will now see a list of items that represent different activities you can do online. Please read each one carefully
and then indicate whether you have done that in the past month, or whether you have done it longer ago.


Germany and UK are most purchase orientated

Motivations for involvement: Very important Below are various reasons why you use the Internet. Please think about how important
these reasons are for you using the Internet.


Following the hype…


For business is it all about …

?

High awareness in the UK

Source: Global Web Index


Why so much hype?



Social web is still bigger



Reality is still task based

Global perspective: Motivations for
involvement: Very important
Below are various reasons why you use the Internet. Please think about how important
these reasons are for you using the Internet.


Motivations are fundamentally different by market

Brazil China Russia UK USA

Research how to do Stay in touch with Stay up to date on Research / find Research / find
things friends news / events products to buy products to buy

Stay up to date on Stay up to date on Stay in touch with Stay in touch with Stay up to date on
news / events news / events friends friends news / events

Research how to do Stay in touch with
Research for work Research for work Research for work
things friends

Research / find Stay up to date on Research how to do
Education Entertainment
products to buy news / events things

Stay in touch with Research / find Research how to do
Entertainment Entertainment
friends products to buy things

Research / find
Fill up spare time Networking for work Research for work Research for work
products to buy


Contributors shape your brand



Where is the biggest impact on consumers?


Social information affects us all



People trust online consumers..



Search motivations show purchase skew

You will now see a number of online activities that you currently take in. For each one, please can you
Motivations to use a search engine select the main reasons you partake in that activity online?


AND We research everything online
% of buyers who researched prior to purchase (offline and online)


So how can brand opinions be improved?
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

A face to face recommendation

Television advert

A recommendation online from a contact / friend

A website created by the brand

The results on a search engine
France
Newspaper or magazine story featuring the brand

Newspaper advert
Germany

A direct mail sent to your house

An email sent to you from a company or brand UK

Magazine advert
USA
Sponsorship of a major event e.g. sports or music concert

Film or television programme featuring the brand



Your brand is in their hands…


Even before they get to your site…


Key points


So how can brands
use social media?

Growing appetite for brand relationship
Offer discounts
Provide me with new ideas and thinking
Provide free downloads to content that I like e.g. music / film
Provide relevant news and analysis
Create useful online applications that provide a benefit
Create competitions
Advertise in places that are relevant to you
Create an online community
Create live events e.g. music concerts
Create videos / TV shows
Sponsor my favourite sports team
Create live events where I can use the product
Create a real life community where I can meet similar people
Create a platform for you to interact with the company or staff directly e.g. blog /…
Associate with celebrities that I like
Sponsor my favourite website

UK Germany 0% 20% 40% 60% 80%

Europe: Role for brands Please think again about the same brand. Below are list of activities that the brand can implement. Which of
the following actions are most relevant to you as a person? Where 1 = not at all relevant and 5 = very relevant


They want to be involved…



What improves your opinion of a brand?


Although not all sectors have same demand



Needs to be part of the mix


Even within sectors,
there are differences

Track web habits of types of brand owners

Owners, web activity last month


Assess how brands should engage owners online

Owners, relevant brand activity. Score 4/5 relevant to me 1-5 scale

Talk on a one to one basis


Promoting the human face


Real time customer engagement


Listen to what is said and take note


Reward


Involve your customers


Involve the most important people, your customers


Get your fans to work with you


Use the feed back proactively

Example: Homebase “Ratings and Review” system


Thank your customers

Social media has given the consumer a voice and the overlap in digital /
physical campaigns has provided a vehicle for brands to harness this voice.

Example: Wispa decided to thank their fans for all their support putting them at the heart of all their campaigns.


Now: Digital networks are bigger than face to face

USA UK Russia
Face to
Brazil China
face
22.8 21.4 17.1
friends 24.1
24.4

Brazil Russia
USA UK
China
Social
31.2 38
Network 42.8 49.3
Friends 51.5

NETWORK SIZE: How many people you stay in touch with


Networks of strangers: comfortable with the unknown

9%* 3%* 0.3%*

Facebook LinkedIn Twitter

*Percentage of people I would phone up for a beer


That network will become Augmented Reality


Social will inform everything and everywhere

• Immediate social group
• Connected group
• People like me

• Actions, behaviour and reviews will be
overlaid on our real life experience


Thank you

Ralph Risk, Lightspeed Research
rrisk@lightspeedresearch.com
Twitter: rrisk

June 2010

The impact of social media on purchase behaviour

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