Customers' photo

1. Customers Photo
An Example

2. Understanding Your audience
Who they are
Married with children,
Are 34% more likely ABC1, with a secure
to be influenced by position in a large
online adverts in organization, living in a
their purchasing prosperous suburb.
decisions
22% more likely to book Heavy Internet users,
in advance their holiday who appreciate
breaks technology
convergence. Online
Engager, Motoring sites
their preferred
Champions in their
31% more likely to buy a knowledge of Financial
new car in the next 12 Services. Are 63% more
months. Off Roader 1in 5 go online through likely in influencing others in
model their preferred their mobile phones their Financial choices
(Index 113)
Source: GB TGI 2009 Q4
Base: All Internet Users

3. Understanding Your audience
Their Shopping Habits
Are 51% more likely Are 20% more likely to
to have used WHS have spent more than
Clubcard in the last £150 for their garden in
3 months the last 12 months.
Are 30% more likely to
have bought clothes at Are 59% more likely to
M&S in the last 3 months have bought items
online after receiving a
Direct Mail offer
1 in 4 bought outdoor 1 in 4 drinks
leisure products at Californian
Halfords (Index 154) 1in 3 usually shop at wines
Morrisons, spending an
average of £63 per week
Source: GB TGI 2009 Q4
Base: All Internet Users

4. Understanding Your audience
Their Technology
1 in 4 have a Photo Printer
Are 21% more specifically for digital
likely to own a cameras.
Creative MP4 (Index 126)
Are 50% more likely 1 in 4 use a Dell
to go online Computer
thought their PDA (Index 119)
Are 28% more likely
1 in 7 use a Canon Digital to own a Motorola
Camera Are 61% more likely to have
(Index 130) bought their Sony SPS in the
last 12 months
Source: GB TGI 2009 Q4
Base: All Internet Users

5. Understanding Your audience
Their Outdoor Activities
1 in 5 have a
Are 27% more likely to keen interest in
have donated £63 to Bird Watching
Save the Children in (Index 123).
the last 12 months
When on
holidays, they
really enjoy
visiting Theme
Park and Natural
sites (Index 143 Are 38% more likely to
and 123) be Opera Goers
1 in 3 belong to
Sports/Hobbies Clubs, 50%
Are more likely to have more likely to be a Golf Club
visited the Warwick Castle in Are 61% more likely to
the last 12 months visit the Lake Districts.
Source: GB TGI 2009 Q4
Base: All Internet Users

6. Understanding Your audience
Their Reading/Watching/Listening likings
1 in 5 usually respond 1 in 3 are really
to Classified Ad. interested in reading
Are 54% more likely Sport News
to respond to online (Index 130)
Classified Ad
Are 42%
more likely
to read the
Reader 1 in 5 especially choose
Digest to listen to the Chris
Moyles Show on BBC
Radio2
Quantum of Solace the
most viewed movie on 1 in 5 especially choose to watch
cinema 14% usually choose to Top Gear on TV
(Index 173) read the News of the (Index 126)
World (Index 114)
Source: GB TGI 2009 Q4
Base: All Internet Users

7. Understanding Your audience
Their Lifestyle
Your Advocates
Best Offer Seekers
+ I often go in for competitions 148
+ Switching suppliers is well worth the effort 138
New Technology minded
+ I often refer to the Internet before making a purchase 115
+ I tend to be influenced by comments/reviews posted
online by other Internet users 129
Multi-layered informed
+ I read the financial pages of my newspaper 134
+ I check a number of sources before making a significant
purchase 112
Keen to engage with bespoke cross channels campaigns
+ On TV I enjoy the adverts as much as the programmes 130
+ Advertising gives me something to talk about 128
+ I do respond to Direct Mail & Relevant DM can change
my opinion of a brand/company 115
Base: All Internet Users Source: GB TGI 2009 Q4

8. Understanding Your audience
Customer Photos
The Net Mum High Technologist The Savvy Savers
Married user in her 40s, living Career oriented, ambitious young
Wealthy, well educated
in expensive detached house in male users in his 30s, well educated,
professional in his 50s,
metropolitan areas. Has a part- open-minded, with cosmopolitan living in a established and
time job to accommodate her tastes and liberal views.
prosperous suburb.
family needs, lifestyles are Few are play-school parents.
Home owners, ABC1, most
conventional, focusing on Money is an important measure of likely to hold a senior
family value. success. Have hedonistic lifestyle. public sector job, but now
Highly talkative, love being More likely to buy personalised approaching retirement.
surrounded by family members gadgets.
High “net worth”, go for
and friends. Blackberry their preferred mobile premium traditional
New technology makes her life phone, through with there are brands, and highly
easier, she has a high always on for their colleagues and interested in ways to invest
propensity in responding to friends. his money.
online adverts. They value convergence of
Base: All Internet Users applications Source: GB TGI 2009 Q4

9. Understanding Your audience
Customer Photos
The Green Surfer The Stress-Free Holidaymakers Car Madness
Young well educated couple in Young, college educated couple,
Married man in his late 30s, who run
a junior/middle management living in semi-detached housing, his own business, mainly focusing on
career, with prospect of future usually with gardens. Confident
career, home and family.
career development. Play- in their abilities to manage their
affaires without state support. Playschool parent, living in new
school parents whose communities at a considerable
purchasing decisions are Heavy viewers of TV.
distance from commercial centres.
influenced by ethical and They manage their finances High value on material possessions.
environmental consideration online, and are likely to visit Heavy internet users, who appreciate
rather than value for money. price comparison and online convergence of technologies.
More likely to purchase brands auctions websites looking for a
More likely to buy brands associated
associated with innovation and bargaining.
with innovation and technical
technical excellence. Heavy Likely to respond to direct excellence.
internet users for banking and relevant email.
online shopping. Often notice Internet Advertising.
Straight-talking attitude.
Base: All Internet Users Source: GB TGI 2009 Q4

10. ONLINE ENGAGEMENT
We have created a “Online Engagement” group by combining those who conform
with at least 6 of the following 8:
Blog (write, read or both)
Participate in the Virtual World
Play Game Online
Watch/Upload Online Videos.
Download Podcasts
Download Music & Movie Online
Send Instant Messaging online
Regularly access a Social Networking site
There are nearly 1 million “Online Engager”
Base: All Internet Users (Adult 15+) Source: GB TGI 2009 Q4

11. ONLINE ENGAGEMENT
320
319
318
317
316
315
350 6.78% 6.79% 6.80% 6.81%
330
310
290
% Vert.
270
250
230
210
190
170
150
4% 5% 5% 6% 6% 7% 7% 8%
Index
Base: All Internet s Users Source: GB TGI 2009 Q4

12. Words of Mouth
Most Likely to Blog About
10%
9%
8%
7%
6%
% Vert
5%
4%
3%
2%
1%
0%
0 50 100 150 200 250 300
Index
Less Likely More Likely
Base: All Internet Users Source: GB TGI 2009 Q9

13. Words of Mouth
Most Likely to Blog Using
Compared to the average Internet user, people who visited our site in the last 4 weeks are
more likely to have visited these Blogs
1. Index 322
2. Index 261
3. Index 244
4. Index 221
5. Index 202
Source: Comscore November 2009
Base: All ----- Surfers (Adult age 15+) – Cross Visiting Report

14. Words of Mouth
Most Likely to Network Using
Compared to the average Internet user, people who visited ------ in the last 4 weeks are more
likely to have visited these Social Networking sites
1. Index 204
2. Index 150
3. Index 145
4. Index 134
5. Index 119
Source: Comscore November 2009
Base: All ------ Surfers (Adult age 15+) – Cross Visiting Report

15. Holiday & Travel Purchasing Cycle
Married couples in their mid 30s, well educated and with good jobs in Hi-Tech, ABC1, school parents, travelling in the UK or
EU with their family.
They usually take 2 long breaks (6 days) and 3 or more short breaks (1-3 days – weekend)
Recognition of a Information Evaluation of Purchase Post-Purchase
need & Problem Search Alternatives Evaluation
Awareness
34% more likely to
Are 22% more likely The Internet 34% more likely to 64% book their Post online
To book 5 months (Vert. 53% Listen to holidays online comments
In advance Index 114) Other internet users
“CHAMPION”
for their 6 days
holidays
1 in 5 book The Internet 68% book online
Online adverts, Are 64% more likely
2 months (Index 117) Are 20% more
Blogs, To post online
in advance Brochure (In 177) likely to book
Travel websites comments/reviews
For a short break Travel Company their holiday
“Salespersons”
(long weekend) (Index 126) By telephone
Sources: GB TGI 2009 Q4
Base: Internet Holiday Makers
comScore November 2009