ID Consumers Interested in Data Exchange for Rewards

DIGITAL TRENDSMICROSOFT ADVERTISING RESEARCH | INDONESIA 2015
Suelyn Howe | Creative Solutions Lead, APAC

5,504ONLINE CONSUMERS
US
CHINA
INDONESIA
AUSTRALIA

Source: Microsoft Digital Trends 2015

Offering an ad I don’t like is SPAM, an ad that I
can use and like is a service.
– Male Local Networker, 40
”

Exchanging Data for Rewards
9 in 10 of ID’s consumers are interested in sharing their online
data for rewards, experiences
56%
35%
7%2%
Indonesia
 Currently/Actively Using
 Aware and interested
 Aware, not interested
 Not aware
27%
35%
28%
10%
China
41%
20%
32%
8%
United States
30%
25%
33%
13%
Australia

“I am fully aware that
companies can benefit
from the information
captured when I am
online and I know how
to trade it for rewards
from companies in
return.”
39%
31%
57%
33%
United
States
Australia Indonesia China
% of consumers who say

38%
Australia
35%
US
47%
China

41%
Australia
42%
US
75%
China

consumers are much more likely to
use a service if they receive discounts,
coupons or deals in exchange for sharing
their digital behaviour
61%
Australia
65%
US
77%
China

Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015

" Technology is like a giant puzzle. Every time I add a new
device, it gets better.
– Male Mainstream, 23
“
”

Smart Notifications/Filters
87% of ID’s consumers show interest in better tools to filter
content on digital devices and services
39%
48%
7%
6%
Indonesia
 Not aware
34%
36%
22%
8%
China
23%
29%
27%
21%
United States
17%
29%
24%
30%
Australia

“How interested are you in
future technology and
services that automatically
filters content/messages so
that you only see or hear
what you really need to at
any one time?”
45% 47%
88% 90%
United
States
% of consumers who are “very” or
“somewhat” interested

68%
of ID consumers are happy for brands
to track and analyze their data to
optimize their shopping or service
experience.
31%
Australia
30%
US
71%
China

79%
of ID consumers expect brands to
know when the right moment to talk
to them is.
42%
Australia
35%
US
79%
China

It’s just a way to have interactions from far away…We were playing hide and seek
with my Mom [on Skype]…we wouldn’t have if we didn’t have that technology.
– Female Mainstream, 39
“
”Source: Microsoft Digital Trends 2015

Virtually Real Experiences
83% of consumers in the ID say they use or are interested in
technology that blurs the line between online and offline
35%
48%
6%
10%
Indonesia
 Not aware
24%
38%
26%
13%
China
11%
26%
25%
37%
United States
7%
27%
26%
41%
Australia

“How interested are you in
digital devices and services
in the future that will allow
you to experience any
place or object online or
offline in the same way?”
50% 49%
87%
92%
United
States
% of consumers who are “very” or
“somewhat” interested

26%
of ID consumers want digital
experiences to enhance some aspects
of their life. 25%
Australia
26%
US
42%
China

82%
of ID consumers are much more likely to
buy products or services that let them
use technology to make shopping more
seamless from offline to online.
47%
Australia
50%
US
81%
China

Gillette campaign on Skype

ultrahaptics: feel images on your screens

HoloLens

I put a lot of that information out there myself, but
the digital me is not a carbon copy of who I am.
– Male Super Sharer,27
“
”

Tools for Managing Digital Information
Awareness for tools to manage digital information is very high in
ID
41%
47%
6%
6%
Indonesia
 Not aware
36%
31%
25%
9%
China
10%
24%
31%
35%
United States
9%
26%
25%
40%
Australia

42%
of ID consumers want to be able to
choose how long each bit of information
they share online stays there.
47%
Australia
46%
US
50%
China

83%
of ID consumers feels that it is important
that companies let them delete
information or choose how long their
information stays online
76%
Australia
76%
US
78%
China

85%
of ID consumers expect brands and
advertisers to ask for permission before
they use their digital information
78%
Australia
78%
US
88%
China

We scan the Internet to find your exposed personal
information—phone numbers, addresses, birth date,
relatives, and more—then we help you take it down.
Select the types of information you want removed, and
Reputation.com automatically processes opt-outs on your
behalf.

It’s just interesting…I get that slump at the same time every day and when I
look at my week I am like, ‘Wow, it’s weird!
– Female Self-Quant,36
“
”

“I have never used or
downloaded digital
devices and apps used
to track and measure
daily habits, activities
and performance.”
40%
44%
16%
6%
United
States

Digital Trackers/Apps
ID’s consumers are highly engaged with personal trackers
33%
49%
9%
10%
Indonesia
 Not aware
45%
22%
27%
6%
China
12%
28%
42%
18%
United States
9%
30%
37%
24%
Australia

Digital Home
86% of ID’s consumers show interest in connected home and
objects
39%
47%
8%
6%
Indonesia
 Not aware
30%
32%
30%
9%
China
36%
25%
35%
4%
United States
30%
29%
36%
6%
Australia

What consumers do with tracking apps and devices (% who say)
I use them to track, download
and analyze data in order to
optimize my habits and
activities and set goals
I use them to track my habits,
activities and performance
but I rarely do anything
with the data
I have downloaded these
apps, but rarely use them
More consumers have yet to do much with data
from tracking apps/devices
20%
15%
56% 54%
United
States
21% 19% 20%
33%
United
States
19%
21%
8% 8%
United
States

78%
of ID consumers are more likely to interact
with a brand when they are using more
specialized digital services that are specific
to their interests and needs.
46%
Australia
47%
US
85%
China

StrongCappuccino
DoubleEspresso

I don’t think we serve technology, the technology should
serve us…to allow us to do the things we do in life.
– Male Mainstream, 50
“
”

Personalized Experiences/Products
4 in 5 of ID’s consumers are aware that devices and services can
be more personalized
36%
48%
7%
9%
Indonesia
 Not aware
24%
32%
28%
16%
China
12%
27%
30%
32%
United States
9%
26%
25%
39%
Australia

“I don't currently have
the skills but want to
learn more about how
to make or adapt my
own digital devices and
services.”
32% 31%
35%
39%
United
States

Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
46%
Australia
48%
US
79%
China

I know what I’m into, but there might be that one time that you might show
me something that I haven’t seen before that I really love…[that’s value].
– Male Gamer, 27
“ ”

Proactive Recommendations
High awareness of services that provide proactive
recommendations
35%
49%
8%
8%
Indonesia
 Not aware
22%
33%
29%
16%
China
17%
25%
33%
26%
United States
11%
27%
31%
31%
Australia

81%
of ID consumers expect brands to know
and understand them and for their
communications to be personalized,
tailored to their values and preferences.
38%
Australia
35%
US
87%
China

80%
of ID consumers expect brands to know
them and help them discover new
products or services that fit their needs.
36%
Australia
35%
US
75%
China

The Record Shop Experience

I’m very passionate about music…I can build and share with
people in like-minded situations and into the type of music.
–Male Leading Edge, 43
“
”

“I use many different
specialized social
networks that are
dedicated to specific
topics or purposes.”
12%
9%
37%
47%
United
States

Specialist Digital Communities
Relatively high engagement in ID with specialized/topic focused
communities
42%
41%
10%
7%
Indonesia
 Not aware
35%
30%
28%
8%
China
20%
23%
35%
22%
United States
19%
25%
31%
25%
Australia

76%
of ID consumers are more likely to connect
or interact with a brand through smaller,
more personalized digital communities
rather than big social networks
38%
Australia
38%
US
61%
China

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ID Consumers Interested in Data Exchange for Rewards

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