3. Using Global Web Index (GWI) data from 30 markets supplemented with BBC questions and in depth interviews we divided the global online audience into;
6 types of consumer
Based upon their attitudes, relationship to the world around them and their media consumption. The segment groupings and names have been defined by the BBC.
UNDERSTANDING OUR AUDIENCES SEGMENTATION
3
4. THE SEGMENTS AT A GLANCE
4
WORLDLY
ACHIEVERS
Educated, they're moving up in
the world and are career
orientated. Motivated with a
global outlook, they want to be
informed and reputation counts.
CULTURALLY
CURIOUS
Established, thoughtful and
outward-looking, they want to
know more about the world and
– when possible – see more of
it.
ASPIRATIONAL
PROVIDERS
It’s all about hard work, doing
the best for their families and
improving their lot in life.
CONNECTED
ENTHUSIASTS
With their smartphones always
close at hand, they’re in constant
touch with their friends and
social media is second nature to
them.
ACTIVE
OPTIMISTS
Ambitious, young and fearless,
they're tech-savvy. What
interests them most from the
wider world, is what will touch
their own lives
COMFORTABLE
MAINSTREAMERS
They have every reason to feel
happy at home and within their
circle of friends and family. A
better life is a more comfortable
life.
5. THE SEGMENTS DIFFERENTIATED BY THEIR WORLD VIEW & MEDIA RELATIONSHIP
5
Illustrative example. Source: GlobalWebIndex Q3 2013
Global vs Personal / Digital Natives
More digital
Less digital
More Global
Less Global
6. THE SEGMENTS GLOBAL PRESCENCE
6
WORLDLY ACHIEVERS are bigger in emerging markets… as are CONNECTED ENTHUSIASTS
CULTURALLY CURIOUS are most likely to be present in developed markets
ASPIRATIONAL PROVIDERS are strong in Latin America and South Africa,
Less regional fluctuation in ACTIVE OPTIMISTS and COMFORTABLE MAINSTREAMERS
WORLDLY ACHIEVERS
28%
CULTURALLY
CURIOUS
11%
ACTIVE
OPTIMISTS
15%
CONNECTED ENTHUSIASTS
16%
ASPIRATIONAL PROVIDERS
14%
COMFORTABLE MAINSTREAMERS
18%
7. SEGMENT REGIONAL PRESENCE
7
•WORLDLY ACHIEVERS are proportionally higher in emerging markets as are CONNECTED ENTHUSIASTS
•CULTURALLY CURIOUS are a developed market phenomenon
•ASPIRATIONAL PROVIDERS are strong in LatAm and S. Africa, Spain/Italy and some parts of less developed Asia
•Less regional fluctuation in ACTIVE OPTIMISTS and COMFORTABLE MAINSTREAMERS
Base: GWI Segmentation – regional averages are un-weighted . So not reflective of market size. High Asia = higher internet penetration and gdp – Low Asia the opposite
Australia
Asia
WA
CC
AO
CE
AP
CM
LOW
20%
6%
19%
19%
18%
18%
HIGH
20%
8%
14%
17%
8%
33%
INDIA
29%
5%
15%
18%
14%
20%
CHINA 46% 4% 10% 16% 6% 18%
WA 15%
CC 25%
AO 11%
CE 16%
AP 13%
CM 20%
Middle East & S Africa
WA 23% 13%
CC 5% 13%
AO 17% 21%
CE 23% 18%
AP 18% 24%
CM 15% 11%
WA 18% 28%
CC 21% 18%
AO 20% 15%
CE 13% 16%
AP 13% 14%
CM 15% 19%
Europe & Russia
Latin America
WA 24%
CC 10%
AO 11%
CE 12%
AP 33%
CM 11%
WORLDLY ACHIEVERS 16% CULTURALLY CURIOUS 20% ACTIVE OPTIMISTS 17% CONNECTED ENTHUSIASTS 14% ASPIRATIONAL PROVIDERS 15% COMFORTABLE MAINSTREAMERS 19%
North America
9. 9
AFFLUENT
43% in top 25% income bracket v’s 30% average for all segments
84% value reporting that shows the global impact of events v’s 67% for all segments.
64% University educated v’s 51% for all segments.
73.3% rate the BBC 8/10 or higher versus 45.9% for all segments.
CULTURALLY CURIOUS AND WORLDLY ACHIEVERS WHO WATCH/VIEW THE BBC MONTHLY V’S GLOBAL AVERAGE FOR ALL SEGMENTS
Source data.
WORLDLY ACHIEVERS
CULTURALLY CURIOUS
TWO CORE BBC SEGMENTS SHARING KEY ATTRIBUTES
60% watch/view the BBC monthly v’s52% for all segments.
WORLDLY
EDUCATED
HIGH AFFINITY WITH THE BBC
84The segmentation identified 6 global personas all of whom are present across the BBC (over half the global online population watch/view the BBC monthly). However 2 segments, Worldly Achievers and Culturally Curious particularly over indexed for their affinity with the BBC, their familiarity with the BBC and their use of the BBC. It is these core segments made up of two distinct groups that form the greatest sales opportunity for bbc.com and World News.
HIGH USE OF THE BBC
10. 10
Educated, affluent and career orientated, Worldly Achievers are engaged with everything around them. Motivated and with a global outlook, they are prolific consumers, always the first with new technology and very brand conscious. They enjoy being informed and being able to share their insight with their personal and professional circles. Trusting the BBC more than any other segment they are the most frequent viewers across all platforms.
WORLDLY ACHIEVERS
CULTURALLY CURIOUS
BRAND CONSCIOUS, PROLIFIC CONSUMERS
WORLDLY, EXPERIENCE SEEKERS
Educated, older and outward looking the Culturally Curious segment are more than twice as likely than any other segment to say they are interested in other countries and cultures. Driven by a desire to develop new skills and a willingness to pay for experiences, they favour travel and exploration and have a strong interest in arts and culture. They are the segment most likely to be aware of the BBC and have the most favourable overall brand impression.
BUT WITH DISTINCTLY DIFFERENT OUTLOOKS AND VALUES
Biggest segment by volume globally (28%) and the primary segment found on the BBC.
Smallest segment globally (11%) found in disproportionately high numbers on the BBC.
11. 11
THEIR ATTITUDES
•76% say they tend to buy the premium version of products
•80% agree they are very brand conscious
•76% agree having the latest technological products is very important
•65% say they are proactive about investing money
•59% tend to buy brands they see advertised
•78% regularly inform family and friends about new products and services
They are also keen to share their opinions, with 78% regularly informing friends and family on new products and services.
SIZE
28%
WORLDLY ACHIEVERS
•WILLING TO PAY FOR QUALITY
•BRAND CONSCIOUS
•TECH SAVVY
•INVESTORS
•INFLUENCED BY ADVERTISING
•OPINION LEADERS
MALE
59%
(vs. 56% avg)
(vs. 51% avg)
60%
25-44
THE CONTENT THEY ARE INTERESTED IN AND THEIR ATTITUDES TO MEDIA
Worldly Achievers over indexed for interests in the following areas;
This group is less reliant on ‘old’ media, instead favouring mobile and tablet devices for their consumption, they are happy to share content via social media., TV still plays a role in their life with many watching it for inspiration.
News and current affairs.
Sport.
Cars and motoring
Travel.
Business and finance
Science and technology
12. 12
THEIR ATTITUDES
•98% say they are interested in other countries and cultures
•69% would rather spend money on a unique experience
•2 x as likely to have purchased a holiday abroad online
•31% purchased travel products in the past month
•85% Would like to explore the world
•70% rate the BBC as 8/10 or higher V’S 58.7% for CNN
•Over index for purchases of e-readers and tablets
They are also keen to share their opinions, with 78% regularly informing friends and family on new products and services.
•AVID TRAVELLERS
•WILLING TO PAY FOR EXPERIENCES
•TECH COMPETENT
•RATE THE BBC CONSIDERABLY MORE HIGHLY THAN CNN
THE CONTENT THEY ARE INTERESTED IN AND THEIR ATTITUDES TO MEDIA
Culturally Curious over indexed for interests in the following areas;
News and current affairs.
Travel
Culture and arts
Wildlife and nature
Documentaries and factual
History
SIZE
11%
CULTURALLY CURIOUS
FEMALE
55%
(vs. 44% avg)
(vs. 21% avg)
32%
45-64
This group is less interested in new technology and tend to be selective in the type of content they view online. Their digital access is predominantly through desktop.
13. 13
WORLDLY ACHIEVERS
CULTURALLY CURIOUS
WORLDLY ACHIEVERS OVER INDEX ON;
CULTURALLY CURIOUS OVER INDEX ON;
WHERE TO FIND THEM
These two segments over index across the BBC in general but based upon their stated interests and data from the BOSS online survey it is possible to see specific areas of bbc.com where the individual segments particularly over index e.g. Worldly Achievers on Sport. This starts to build a rich audience picture for advertisers and is the pre-curser for more detailed targeting based upon the segments.
