Ipsos Open Thinking Exchange Presented at Digital Matters, Singapore, May 2012

1. WELCOME TO
THE NEW NORMAL
Digital Matters, Singapore May 2012
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2. Welcome to the new normal
Where consumers are
constantly connected
and “always on” is their
default setting
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3. INSERT "NEW NORMAL" VIDEO HERE
THEN DELETE THIS TEXT BOX

4. Welcome to the new normal
Where we will need to learn to
cope with super abundance tools, choices, apps move to
one touch actions combined
with the visualisation of
information
IPSOS OPEN THINKING EXCHANGE

5. Welcome to the new normal
Where we are moving
towards a culture where
information about most
things becomes freely
available

6. Welcome to the new normal
And where
personalization
via devices and apps will
continue to quickly grow

7. Today’s consumers are different
We have to engage
them in ways that
capitalize on and
mimic their
expectations in a
digital world
IPSOS OPEN THINKING EXCHANGE

8. Digital Dilemmas: what can you give up?
25 countries
19,271 interviews
January 2012
DIGITAL
DILEMM
AS
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9. A: talk on the phone
B: talk in person
B
#1 Brazil / Spain – 90%
#25 China – 55%
DIGITAL
DILEMM
AS
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10. A: talk on the phone
B: text message
A
#1 A: Spain – 79%
#1 B: Indonesia – 49%
DIGITAL
DILEMM
AS
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11. A: Give up your computer
B: Give up your mobile
B
#1 Canada – 80%
#25 Saudi Arabia – 49%
DIGITAL
DILEMM
AS
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12. A: Give up sex
B: Give up your mobile
B
#1 Brazil – 92%
#25 Japan – 53%
DIGITAL
DILEMM
AS
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13. A: Give up social networking
B: Give up TV
A
#1 UK – 77%
#25 China – 35%
DIGITAL
DILEMM
AS
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14. “I have become more reliant on my pc for
entertainment needs”
40%
#1 China – 61%
#25 France – 27%
DIGITAL
DILEMM
AS
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15. “I check my friends SNS updates within an
hour after waking up”
17%
#1 Brazil – 29%
#25 Italy – 10%
DIGITAL
DILEMM
AS
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16. “I share everything online”
8%
#1 Hong Kong – 25%
#25 Hungary – 1%
DIGITAL
DILEMM
AS
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17. Transforming for social media
“The sun is setting on display ads, and publishers should
focus instead on ads tailored for social media.”
Jonah Peretti, founder of the Huffington Post and viral content site Buzzfeed

18. Examine how today's media meets human
needs
EXPLORE YOUR
WORLD
DISCOVERY
HAVING FUN
GENERATING
QUALITY TIME
STANDING OUT
ACQUIRING
KNOWLEDGE
ESCAPE
EFFICIENCY
BELONGING TO
A GROUP

19. Traditional and new media fuse;
and our relationship boundaries have blurred

20. Handwriting is disappearing;
words abbreviated by SMS, Tweets
Indiana, US just asks that students be able to type on keyboards
Here's how stars Miley Cyrus and Justin Bieber write....

21. UK apps: the long tail....
100
% used app past month
90
80
Top 10 apps reach
9% or more
70
60
50
40
30
20
Next 90 apps
8% to 1% reach
10
0
Top 100 apps ranked by reach

22. The paperless cabin: massive media choices
Singapore Airlines Airbus A380 superjumbo + Boeing 777 flights

23. Personalised social TV will be the norm
XXXXX

24. Social media + online advertising tops the bill in 2012
Much higher than in 2011
Higher than in 2011
Lower than in 2011
Much lower than in 2011
Social media/ viral 0
2
Online advertising 0
2
23
49
25
49
Mobile 12
Events 1 7
PR 1 5
CRM
15
Online videos 1
1
Shopper marketing 1
3
Sponsorship
3 12
Outdoor/ out of home 2 9
Magazines
Newspapers
16
33
12
33
44
9
38
45
9
36
40
8
33
31
34
39
7
7
5
25
46
6
22
46
22
4
3 12
54
18
3
4 12
52
19
3
18
3
Terrestrial TV 1 7
44
B4. The following are various types of media channels. How would you describe their role in your marketing communications plan for 2012?
Base: All marketers (N=443)
Much higher/
Higher role than in
2011
65%
61%
42%
47%
44%
40%
38%
28%
27%
29%
21%
22%
21%
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25. Biometrics: now you don't need to ask....
•
•
•
•
•
•
•
•
Heart Response
Respiration
Skin Conductance
Approach or Avoid
Boredom, Tension, Humor
Arousal & Excitement
Movement Orientation
Eye Tracking Attention & Processing

26. Facial interpretation

27. Neuroscience has brought new knowledge to our understanding
of brands: media engagement can make the lights shine even
brighter
Unbranded
Product
Product
when
Branded

28. Global brands are demanding more
Disruptive market realities
are stimulating needs for
more agile processes.
ACTIONABLE
INSIGHTS
CONTINOUS
FEEDBACK
INTEGRATED
DATA
IPSOS OPEN THINKING EXCHANGE
CONTEXTUAL
REPORTS

29. The more people see two-way engagement and
being able to interact with people all over the
world, I think the less they want to be involved
in structured research.
Global Research Lead, Fortune 100
IPSOS OPEN THINKING EXCHANGE

30. The best way to predict
the future, is to create it.
IPSOS OPEN THINKING EXCHANGE