digital trends 2015 asia vs au vs us

DIGITAL TRENDS MICROSOFT ADVERTISING RESEARCH | INDONESIA 2015

Suelyn Howe | Creative Solutions Lead, APAC

5,504ONLINE CONSUMERS

US

CHINA

INDONESIA

AUSTRALIA

D T 15

Source: Microsoft Digital Trends 2015

Offering an ad I don’t like is SPAM, an ad that Ican 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


Strong Cappuccino

Double Espresso

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




46%Australia

48%US

79%China

Minecraft

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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digital trends 2015 asia vs au vs us

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