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I’m Digital 2011Consumer Behaviour Experience Report In Chile
I'M DIGITAL 20112 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
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1. YOU’RE WHAT YOU DO, NOT WHAT YOU SAY2. ANALYSIS AND TENDENCIES FOR 2011 Before reading
Who are the early adopters?
We tied, the end of social networks (RT pls)
Who are doing it right?
Do you follow brands in social networks?
Promotions versus services
Advertisement dressed as twitter, is still advertisement
Lucid consumers
10 factors influencing a good online service
3. DIGITAL CONSUMER 2011 True portability
Do you connect through your cellphone?
Through which of these devices do you usually
listen to music?
4. FROM SOCIAL NETWORKS TO SERVICES: EXPERIENCE AS A PRODUCT5. THE MINUTE OF TRUST6. METHODOLOGICAL FRAME7. APPENDIX
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INDEX
I'M DIGITAL 2011 3CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
I’M DIGITAL2011CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
Backers
Media Partners
Sponsors
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REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE
1. YOU ARE WHAT YOU DO, NOT WHAT YOU SAY
At AyerViernes, we feel that design is a reflection that imagi-nes the future, and designing for digital media has to do with the experiences, determined by those acts of absolute prota-gonism.
User Experience Design quickly built the perfect equation, the mix of rational interaction and interface emotions. If any of them is absent, there will be no possible experience, and therefore, all effort of communication will be lost.
However, there is another and anonymous component that lives beneath the interfaces, and mutates according of how users operate: data.
Nothing is the same for anybody, and specially for the market. We invented a new channel with a medium called web, which privileged the building of experiences for people, and allowed us to gather information on behaviour, desires and criteria of consumption.
In the early nineties, the web was a desert where only a few people could see commercial possibilities. We all knew we were in front of a revolution, but nobody had certainties. Only one thing was for sure: this was a new channel, very different from the traditional ones, with a special feature: the hyper-link, a technology that allowed us to jump from screen to screen.
Because it all started in California, surfing was soon the name given to this feature of traveling between screens in a sea ca-lled internet, in which can you navigate and, of course, google.
It’s interesting that from the beginning we’ve been using verbs to identify the new behaviours of individuals. It shows that the essence of digital media is the protagonism of the user, not of the developer. The basic rule of the web is that it’s the place where things happen, and people go there to do something.
Hence the importance of the Interaction Design between digital systems -or media- and users: the people.
JORGE BARAHONA
DIGITAL EXPERIENCE DESIGNER
Executive director
AyerViernes
I'M DIGITAL 2011 5CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
1. YOU ARE WHAT YOU DO,NOT WHAT YOU SAY
The dream of being like the small-store owner, who knows your taste and preferences, likes and wishes, your income and credit, your real friends, your not-so-much-friends, your whereabouts, and even your opinions on what he’s selling you and what not, is now a reality on the current web.
Sadly, brands in Chile and Latin America omitted from the start this reality, and made the mistake of putting all their efforts for building digital experience in advertisement that identifies itself with what appears on the screen, interruptive TV ads, and campaigns fond of landing-pages and banners that no one sees. These are all heirs of the offline mentality, practices that users identify as invasive and annoying.
Because just as Peter Merholz* points out, “the essence of advertising agencies is to see the people as sheep that can be manipulated at will, and they measure the success of their actions by winning or losing festivals and awards”
For the User Experience, the success is measured in how many people are satisfied with the services, rising the com-mitment, fidelity and lovemark, among others. People Expe-rience actually looks for systems and communications to be useful and everlasting.
And that’s how we get to the boom of interactions and social networks. A new form of positioning was born, and compa-nies filled their websites with logos of social networks, doing the same mistakes made during the Flash era.
Companies do everything too similar to what they know, be-ing afraid of innovation and reflection. All changed to stay the same, but in the age of wikileaks, iPhone and geolocalization, nobody can think that moves forward on the internet by just putting a Facebook sticker or a happy face on Twitter.
Clients now have the power, and if a product doesn’t fulfill
* “The Pernicious Effects of Advertising and Marketing Agencies Trying To Deliver User Experience Design” http://www.adaptivepath.com/blog/2010/11/18/the-pernicious-effects-of-advertising-and-marketing-agenciestrying-to-deliver-user-experience-design/
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1. YOU ARE WHAT YOU DO,NOT WHAT YOU SAY
their expectations they will write about it and post it on their walls, tweet it and upload videos on Youtube.
The time for delayed attentions, little to none transparency and dishonesty in business relations is over now.
Today, brands must build the User Experience to be able to dialogue with their audiences. Because everything is connec-ted, all is public, clear and accessible. It takes a lot of work to have a good file.
Your clients demand to have real experiences where they are the protagonists. If you deny them, they’ll go somewhere else as fast as a click of the mouse. And those experiences are no longer just about making a decent and useful site or having an Android app. It takes a global experience with the brand, so that the full speech is coherent, clear and current.
Your clients have invested a lot of time filling forms with their personal information: they want you to know them the next time they contact your call-center, they love that you invite them to have an honest chat. They don’t want to talk with the
agency; they want to talk to you, your organization, and your people.
That’s why it’s so important that the entire organization becomes digital and develop teams with digital DNA, with exclusive dedication in becoming a positive virus that spreads through the entire organization.
We’re entering a new era, one in which what you say, do and promote is very important, an age of real and constant com-mitment, determined by the experiences and not by discour-ses, banners, campaigns, and especially not interruptions.
Your brand is what it does, not what it says: welcome to the Service Design, of your Services.
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REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE
2. ANALYSIS AND TENDENCIES FOR 2011
BEFORE READING WHO ARE THE EARLY ADOPTERS?
PEDRO ARELLANO
MASTER IN CONSUMER Behaviour
Studies Director, AyerViernes
This report is based on a representative sample of Internet users in Chile, plus a overrepresentation of the early adopters segment, that’ll help us project the results of the study of Chile’s digital future. The spirit of this report is to compare both groups as a way to diagnose the present, and unders-tand the next tendencies.
They buy preferentially in foreign shops like Amazon, a 70% say what they’re thinking or doing in social networks; Face-book and Twitter are the most common places of commu-nication with their friends, a 45% is willing to pay for online services that are worthwhile, and 84% value social networks as the main source of information during contingencies.
From now on, the group called “sample” will represent inter-net users in Chile, while the group called “early adopters” will represent the behaviour we presume the users will have in the future.
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2. ANALYSIS AND TENDENCIES FOR 2011
WE TIED, THE END OF SOCIAL NETWORKS (RT PLS)
WHO DID IT RIGHT?From comparing the sample with the early adopters, we can see distinct differences in the positioning of brands in the media.
NO 25%
ENTEL
COCA-COLA
MOVISTAR
FALABELLA
ADIDAS
ENTEL
MOVISTAR
LG
FALABELLA
BIO-BIO
1 1
2 2
5 5
3 3
4 4
Do you follow brands on social networks?
EARLY ADOPTERSSAMPLE GROUP
Social networks are agonizing, for traditional advertisement infected it with the worst of viruses. What was once viewed as a fertile and full of opportunities medium, quickly became a commodity, where most people enter by obligation and without a strategic path, becoming a tie that inhibits compa-rative advantages and the potential of the media to establish valuable relationships with people.
From the smallest to the biggest company, they’ve all sear-ched to gather the highest ammount of followers, and have succeeded. The problem? A large amount of people doesn’t necessarily form a community. Understanding that social networks are one more mean, and not an end, is the first step towards focusing in what’s really important: the quality of the service given to the people in every place of contact, and the synergy between the different ways in which we communica-te with the audience, are the key to generate experiences that are positive, memorable and repeatable to our piers.
YES 24% YES 24%
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2. ANALYSIS AND TENDENCIES FOR 2011
PROMOTIONS VERSUS SERVICESThe challenge raised from these arguments has to do with generating steps in reaching a relationship that should set the form in which we connect with our clients and messages. The relation with our audience should grow in quality and clo-seness, being able to generate a bond. The search for benefits and discounts must be the base to stimulate our consumers, but we can’t live of promotions forever; on top of that, we must see all social media as an instrument of inspiration for new innovations in our company, as a personalized center of attention, near and efficient, and as a service that puts itself at the disposition of people, and helps them become better consumers.
Only a small percentage of the sample claims to follow brands on social networks: why we see this could change?
First of all, they don’t follow brands because they see social networks as a form of communication based on personal and interesting topics, and not as advertising. Others indicate that information delivered by them are usually not useful for them, and therefore there is no identification.
In both groups, those who claim to follow brands do it for three main reasons:
1. For their promotions, discounts and contests. A direct search for benefits.
2. Secondly, people follow brands to stay updated on their novelties, being new launches or new functionalities of the brand.
3. Finally, for empathy, trust and prestige of a brand.
I'M DIGITAL 201110 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
ADVERTISEMENT DRESSED AS TWITTER, IS STILL ADVERTISEMENT
38%
41%
31%
38%
38%
22%
EARLY ADOPTERS
SAMPLE GROUP
Which of these phrases reflect your feeling about online advertisement? Belonging, interest, exclusivity, direct communication,
trust and empathy are elements that people consider when making the decision of connecting with a brand, beyond the fleeing and disposable promotions or discounts given by a certain product.
2. ANALYSIS AND TENDENCIES FOR 2011
I think it’s excessive
It’s not usually related to what I’m doing on the internet
It keeps me properly informed about products and services
I think it’s excessive
It’s not usually related to what I’m doing on the internet
I don’t see it
I'M DIGITAL 2011 11CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
LUCID CONSUMERSneeds, who become promoters/detractors of the brand.
What’s important of this tendency has to do with how are we capable of setting the platforms for people to make sen-se of the overload of misinformation and stimulation that are trying to get our attention at the moment of making a decision to consume.
The fourth element for early adopters is “recommendation from a friend”, key factor for introducing “relationships of trust with brands” and “their products or services”.
Forming trust and empathy has to do with the making
78,5% 94%
EARLY ADOPTERSSAMPLE GROUP
The good use of service oriented social networks has to do with fomenting trust in people, and providing them relevant information that makes them better consumers.
78.5% of the sample and 94% of early adopters have made purchase decisions by first gathering information on the web.
The first three elements users assign more value at the mo-ment of making a purchase decision don’t change among the samples, and make reference to tools that help them make a more defined idea of the product they’re consuming, manage a more wide spectrum to make an informed decision, and basing this decision on the experiences of people with similar
2. ANALYSIS AND TENDENCIES FOR 2011
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the voyage of people trough the different points of contact with the brand be a quality and fulfilling one, understanding both factors as the keeping of a tacit promise made at the the start of the relation, one where consumers put all their expectations upon. Finally, generating the infrastructure to provide a good experience for costumers has to do with ma-king recognizable the intangible value of a service, and with
68% 56% 51% 40%
77% 57% 52% 52%
EARLY ADOPTERSWhile gathering information about a product on the web, to which elements do you assign a higher value at the moment of purchase?
ecologic interaction of every element forming the distinct encounters with the brand.
We don’t build direct experiences; we only settle the condi-tions to trigger a positive relation with our consumers. How to do it?
SAMPLE GROUP
2. ANALYSIS AND TENDENCIES FOR 2011
Comparison with similar products
Comments from other users
Comments from other users
Comparison with similar products
Images
Images
Site description
Recommendation from a friend
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10 FACTORS THAT PROMOTE A GOOD ONLINE SERVICE In both samples, people have the same arguments for descri-
bing positive experiences of online shopping.
Just like the last edition of I’m Digital, we classified and con-ceptualized the answers in now 10 relevant factors that trigger a purchase decision:
41,4%14,4%
5,6%4,8%4,8%
AMAZON
FALABELLA
PARIS
EBAY
LAN
35,9%17,4%
9,7%4,8%4,8%
FALABELLA
MERCADO LIBRE
PARIS
AMAZON
DEREMATE
EARLY ADOPTERS
Which online store do you think offers the best consumer experience?
1. TRUST2. EASY TO USE3. VARIETY4. SECURITY5. INFORMATION6. SPEED7. PRICE8. PRESTIGE 9. PAYMENT METHODS10. INTELLIGENCE
1. EASY TO USE2. TRUST3. INFORMATION4. SPEED5. INTELLIGENCE6. SECURITY7. VARIETY8. PRICE9. PRESTIGE 10. PAYMENT METHODS
EARLY ADOPTERSSAMPLE GROUP
SAMPLE GROUP
2. ANALYSIS AND TENDENCIES FOR 2011
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Considered previously as similar topics, we now visualize Prestige and Trust as two independent factors. Although related, Trust has more to do with the sensation that the promise made by the brand is fulfilled in every one of the steps that help building the digital user’s experience; it gives support, warranty, and feedback in moments of uncertainty. On the other hand, Prestige is more associated with tradition and brand experience, being this online or even built from the base of offline positioning.
In that sense, the place occupied by the different factors has a direct relation in the characterization of each group and their significance. The main differences between both sam-ples can be seen in the location of Variety and Intelligence. These differences take root mainly in that the early adopters group, as a projection of the near future, prioritizes asserti-veness over interruption, segmentation over massification, and discretion over invasion; being intelligence a fundamen-tal value among a group that has Amazon as an online stan-dard, assuming that factors such as Variety and stock of an online store are inherent to their functioning.
2. ANALYSIS AND TENDENCIES FOR 2011
I'M DIGITAL 2011 15CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE
**
EARLY ADOPTERS
SAMPLE GROUP
3. DIGITAL CONSUMER 2011
TRUE PORTABILITY
Consumer behaviour before and above brands
* Consultancy IDC LatinAmerica in its Report; Chile. Quarterly PC Tracker 2Q 2010.
** According to Subtel, total of mobile connections to october 2010 are 5.386.671
Do you connect to the internet on your mobile phone?
As notebooks sales have experienced an increase of 56% during the first semester of 2010, compared to 2009*, we see that consumer practices adapt to services that rapidly evolve.
Devices tend to have new roles on people’s behaviour, and configure new ways and times of consumption. Progressively, portable computers are staying in desks, being replaced by lower size gadgets with better connectivity.
NO70%
30%
74%
NO26%
I'M DIGITAL 201116 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
3. DIGITAL CONSUMER 2011
Consumer practices that are directly linked to specific mo-ments that promote the use of mobile internet show us how some routines predispose the context of navigation. In both cases predominates a scenarios of activation of dead time slots, which should tend to change to consumers being always con-nected, as declared by a 44% of early adopters.
In spite of the clear rise of the capacities and power of more and more easy to handle devices, true portability is not the outcome of netbooks, tablets or smartphones, but it’s based on the infrastructure built from the complete presence of informa-tion and the possibilities of access to it.
The power of web-based servers and applications has strongly entered the people’s everyday activities, facilitating experiences independent of devices: my email is no longer prisoner from Outlook, music doesn’t depend of my iPod, and my social life doesn’t depend of Messenger.
Even if most people frequently use “computer stored music”, we can see a tendency in both samples towards web-based servers to listen to music. For the sample, Youtube serves as a reproducer, and in the case of early adopters, they use services specifically design for that criteria.
EARLY ADOPTERSSAMPLE GROUP
40%
37%
34%
31%
29%
59%
48%
59%
44%
39%
When I go from a place to another
While I wait for something or someone
At home
When I go from a place to another
When I have something important to say / to check
When I have something important to say / to check
While I wait for something or someone
I’m always online / from everywhere
In case of an emergency
When I have some free time
I'M DIGITAL 2011 17CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
3. DIGITAL CONSUMER 2011
57% 53% 47%
60% 41% 31%
EARLY ADOPTERS
SAMPLE GROUP
Through which of these devices do you often listen to music?
MUSIC STORED IN A COMPUTER
MUSIC STORED IN A COMPUTER
YOUTUBE
ONLINE SERVICES LIKE GOEAR, GROOVESHARK, LASTFM, AMONG OTHERS.
SOUND SYSTEM
PORTABLE DEVICE (IPOD, FOR EXAMPLE)
I'M DIGITAL 201118 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE
4. FROM SOCIAL NETWORKS TO SERVICES: EXPERIENCE AS A PRODUCT
Our relation with digital media has been slowly mutating from a totally uncommitted and anonymous stand to a more and more proactive way of interaction, full committed and completely participative. The growing strength of the social networks as a paradigm of associativity and social interaction confirms it. Social Networks - specially Facebook through it’s Open Graph API - have established as the basic infras-tructure using the personal relationship graph consolidation permitting the construction of all the digital experiences that involves social interaction at a great scale.
At the beginning, the social networks were looked suspi-ciously and everyone entered with an explorer and playful spirit. Now, every person had invested time in the construc-tion of the digital identity, making a leap of faith trusting in this tools, giving all private information and assigning a great value to the online experiences. The first and harder access barrier is already beaten: everyone is willing to play the game, yet the game isn’t quite clear.
By knowing the different social tools scattered through the web we detected design patterns and the interaction depict by the social use context. Here rise a huge - but complex – opportunity for the brands to create new bonds with people; they have to mutate from a product centered vision to a client experience centered one. The focus must be on the needs, aspirations and values of the persons in order to build a community - of use, of interest, habits, etc. For many it’s about a deep cultural change that goes from the merely sta-tic to the organic, from the quantitative goals based on data, to the qualitative ones based on emotions, from the pursue of transaction to the pursue of relationships.
The social networks benefit the person condition rather than the brands - the nodes work for people but no for the abs-tract entities: Which gender? Birth date?; They’re all meta-phors built on a person basis that doesn’t apply for brands, which appear with a prosthetic and lack of integrity avatar and in most of the cases incapable of facing people opinions and dialogs within the same spaces that they regularly use.
HERBERT SPENCER
DIRECTOR, INTERACTION DESIGNER, AYERVIERNES
Academic, Pontificia Universidad Católica de Valparaíso
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FIRST STAGE:ADVERTISING
SECOND STAGE:CONVERSATION
THIRD STAGE:EXPERIENCES
PERSON STATUS client / user participant co-creator
ROL OR PERSON CONTRIBUTION
belonging, follow be a “member”: numeric contribution - cuantitative
evaluation, recommendation: se-mantic - quantitative contribution
expertise, valies, hacks: tendencies and culture contribution
INTERACTION PATTERNS asymmetric; advertising influence and status, competence co-discover
MARKETING MODELS promotions, discounts, happy hours
peer reviews, gifts, events, blogs (conversations)
support to the communities, to the causes and values
BRAND ENGAGEMENT products and material goods valued information, influence philosophy and life style (culture and values)
1 2 3
4. FROM SOCIAL NETWORKS TO SERVICES: EXPERIENCE AS A PRODUCT
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REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE
Just search @clarochile or @movistar mentions which incur-sion on twitter had turned in a new public portal full of com-plaints that cannot be managed, filtered, censored nor res-ponded. Thus the digital presence of persons transcends the networks and tools - usually linked each other - the brands have the opportunity to know better their users so they can generate instances that make positive influence in the com-munity behaviour.
The interaction that allows creating significative relationships between persons and brands necessarily develops in a gra-dual process guided by that change of emphasis that comes from selling products or commodities to willing to make something for the people (service) through the construction of experiences. And we can identify these game dynamics or interaction patterns in 3 levels shown in the next table.
Each interaction stage is built on the previous one; a brand requires conversations in order to build experiences and also requires quorum to build conversation. The trend, however, points to the sustainability as a model. This doesn’t mean that
the inherent circularity in this dynamic between persons wor-ks on its own or gradually requires less effort of the brands; quite the contrary, it supposes naturalness and integrity from the inside of the organizations where the first actors and activists come from. The spirit is not something that can be subject to the policies of outsourcing.
4. FROM SOCIAL NETWORKS TO SERVICES: EXPERIENCE AS A PRODUCT
I'M DIGITAL 2011 21CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
5. THE MINUTE OF TRUST
There’s a moment while online shopping that’s inevitable and it looks like a tragic accident, those in which your entire life flashes before your eyes in a second. It’s the immediate moment after making the decision of purchase, just when you have to put your information, specially regarding the credit card.
That’s when everything we’ve been told, we have read and learned from online shopping comes to our mind and forbids us from making the leap of faith, which means to send our commercial information through the web.
We say faith because, if we make the purchase, it’s because we believe that the correct security measures have been taken to prevent the steal of information, we trust the pro-vider of the website won’t do a bad use of the information we’re giving him, and we hope that what we bought will arrive on the agreed schedule, fulfilling the conditions we imagined it will have when we’ll check it, according to the pro-visory data on the web. If we compare this experience with a purchase by phone or even with the acquisition in the store itself, we see how immature the system of online shopping
is. In fact, noting what needs to be taken in consideration at the moment of buying online, it sounds even miraculous that there are people that frequently do it.
In my case, I’ve bought almost everything. From Chile to deliver in Chile. From Chile to deliver on internationally and vice versa. From flowers and chocolate that had to come just in time for an important anniversary (a fulfillment that built my trust), to music, software, tickets to concerts and planes. I’ve had no problem, even though all I’ve said before passed through my mind. In fact, because I know of risks a little more than the average, I tend to freak out more. But I put my faith, carefully analyzing where I leave my clicks.
Precisely that’s where I wanted to go, because what reveals the I’m Digital study 2011, is that a big part of the problems that a person has when buying comes from the seller’s capa-bility to offer trust. To deliver what’s necessary for the buyer to have a minute of trust.
Starting from the positive numbers, 63% claims to have bought something on the web, and a bigger number have
JUAN C. CAMUS
JOURNALIST FROM PONTIFICIA UNIVERSIDAD CATÓLICA DE VALPARAÍSO AND ACADEMIC
Diplomat in Interactive Media, author of “You have 5 seconds”
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5. THE MINUTE OF TRUST
looked for products online that later bought. This shows the level of penetration the web is achieving, and the level of settling that local users have been acquiring with successful online experiences.
Besides this indicator, there are other that show numbers just as high: the people making bank transactions, paying basic services, and declaring taxes online. In all cases, the reason for the success are different: the first two happen because the banks are making sure of providing a concrete level of security, showing ways to making it even better, and control the scenarios in which the process can be vulnerable. On his hand, Servicio de Impuestos Internos (Chilean Internal Revenue Service) has invested in usability and operability, which is perceptible on the interfaces and at the same time, has made his system the almost-exclusive path to access its benefits, so there is no alternative.
However, the next step to make users adventure into doing stuff with their virtual money looks complex. At the question “Why haven’t you bought in an online store?” the answer with most preferences is “I feel it’s insecure, it doesn’t give me trust”. This means we’re back to the minute of trust.
The pending assignment is, therefore, in figuring out how to rise the feeling of trust.
The answer must be given by the group of professionals that develop every website, which acting in a coordinate way from contents, design and programming, must take on the problem. They must correctly resolve the Online Experience Design, which means, what happens to a person when he or she visits and interacts with the contents and functionalities offered in the digital media.
When doing so, there are a lot of elements intervening that allow them to decide whether what people see give them confidence enough to believe that what it’s offered on the screen will have the expected results or not.
Going step by step, there’ll be confidence if the site opens quickly and shows clearly the logo of the company or organi-zation, describing with clarity what is offered. Trust will rise if there are evident signs of a safe connection (use of https, external verification of site security, etc.). Likewise, it’d help to show additional elements that explain how to return the item bought and where to protest if the process of purchase
I'M DIGITAL 2011 23CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
5. THE MINUTE OF TRUST
was interrupted for some reason. It’s also important to show which are “all” the payments that need to be done in order to send the product to destination.
When revising a product, it’s expected a “feeling of purchase” in the exhibition, meaning, a group of interesting photos, to look the product from different angles, and a full description of its characteristics, including, when available, the measure-ments of height, wide and depth, to know exactly how big is what we’re buying.
The process of payment, in the meantime, allows us to understand quickly which are the existing means and how many steps does it takes to get to dispatch and final appro-val. Besides, the fact that the process culminates with some sort of voucher (via web, pdf and mail) makes sure that it’s possible to follow the evolution of the selected product from the dispatch to our hands.
It looks complex, but it’s the minimum a user expects to trust in an online store. Those who have done it in such a way, and lead the preferences in I’m Digital 2011, are those that have got it, and it’s shown by their results. They’re selling, and ma-
king the Internet become the commercial ally.
The message, therefore, is very clear and is worth understan-ding it: there’s interest from costumers, there’s money avai-lable and there are good experiences that show the virtual world works. Just takes the provider to give a “minute of trust” to their costumers.
I'M DIGITAL 201124 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
5. EL MINUTO DE CONFIANZA
6. METODOLOGICAL FRAMEI'M DIGITAL: THE CHALLENGE OF MAKING ONLINE RESEARCH TO KNOW THE BEHAVIOURS OF INTERNAUTS
One of the most important challenges to make a successful online investigation through self administered surveys is sam-ple design and quality:
1. What kind of sample is the most convenient?
2. How to access to internauts once a sample design has been defined?
These questions were shared by the team of AyerViernes with Netquest -company specialized in surveys and online consumers’ panels- with the expectative of defining an option that allows them to come as close as possible to the precise study of the experience of digital consumption of chileans.
Knowing the objective of the research, the size and the dis-tribution of internauts in Chile, it became clear that it was impossible to apply a simple random sampling, so that every one of the subjects had the same probability of being chosen
for the survey. Why? Simply because there isn’t a directory where all of the more than 8 million Chilean internauts are registered. Given this condition, the style of sampling more widely used on social and marketing investigation through internet is sampling by quota.
In this context, how would the internauts participating in the survey be selected?
Three alternatives followed:
• Publish banners in different high traffic digital media, inviting internauts to collaborate.
• Use social networks, so that contacts and contacts of the contacts (the social net) would answer the survey voluntarily.
• Invite the member of an online panel -group of indi-
PABLO SÁNCHEZ-KOHN
MASTER IN CONSUMER Behaviour
Business Development Manager LatAm at Netquest
I'M DIGITAL 2011 25CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
viduals that have given their consent to become part of researches through the web- built exceeding the norms of quality of the World Association of Market Research (ESOMAR) to participate in the survey.
The proposition of Netquest was to apply the third option, to use an online panel, because the first two options carry biases highly documented on specialized literature (self-selection bias, in the case of advertising on websites, affi-liation bias in the case of social networks, among others)
WHAT DOES THIS MEAN FOR THE REPORT I'M DIGITAL 2011?In a few words: a sample where slants have been minimized. Therefore, all data recolected for the study turns clearer.
• Duration of questionnaire: 14.21 minutes.
• Analysis of results: analysis of the results was done by AyerViernes.
Note: additionally, it was included in the analysis the information from 150
surveys distributed through Facebook and Twitter, with the purpose of over-
represent the segment of early adopters. The diffusion of the survey on social
networks was done by AyerViernes.
• Methodology: quantitative. An online survey was made with a self-administe-
red questionnaire, directed to members of the Netquest consumers’ panel.
• Type of sample: Quota sampling.
• Universe: Individuals living in Chile, between 15 and 65 years.
• Size of the sample: 400 cases nationwide, distributed by sex and age according
to Internet penetration data from Subtel (*).
MALE 233 58
FEMALE 167 42
TOTAL 400 100
15-29 160 40
30-44 112 28
45-59 87 22
>60 41 10
TOTAL 400 100
SEX AGE GROUP
Technical Data
6. METODOLOGICAL FRAME
* Unit of the Telecom Chilean Ministry
I'M DIGITAL 201126 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
2
3
15
46%
0%22%
43%
29%
MUESTRA
2
3
4 5 1
1%
0%
7%
58%
34% EARLY
ADOPTERS
1. AGE GROUPS1. Under 152. 15 – 293. 30 – 444. 45 – 595. 60 or more
7. APPENDIXCONSUMER BEHAVIOUR EXPERIENCE IN CHILE
(october 2010)
SAMPLE GROUP
27
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
2
160%
40%2
157%
43% EARLY
ADOPTERSMUESTRA
2. SEX1. Male2. Female
SAMPLE GROUP
I'M DIGITAL 201128
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
3. EDUCATION LEVEL
2
3
45
67 1
6%9%
3%
19%
23%
39%
MUESTRA
23
4
5
67 8 1
1%8%14%
56%
17% EARLY
ADOPTERS
1%3%
0%1%
8
1. Without studies2. Elementary school3. High school4. Technical college5. University6. Postgraduate courses7. Master8. PhD
SAMPLE GROUP
29
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
1
2
3
456
7
8
6%
21%
14%
11%5%7%
24%
12%
MUESTRA
2
3
45
6
7
8 1
13%11%
7%
19%
19%8%
20%
3%
EARLY ADOPTERS
4. AVERAGE INCOME PER MONTH (*)1. US$ 332 or less2. US$ 333 – US$ 8323. US$ 833 – US$ 13544. US$ 1355 – US$ 18755. US$ 1876 – US$ 22926. US$ 2293 or more7. Don’t have any income8. Prefer not to answer
SAMPLE GROUP
* Minimum wage per month is established in US$372, according to Ministry of Labour of Chile
I'M DIGITAL 201130
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
5. SINCE WHEN DO YOU USE THE INTERNET?1. Less than 1 year2. Since 1 - 2 years3. Since 2 – 4 years4. Since 4 – 6 years5. More than 6 years
2
3
4
5
1
12%
1%
14%
68%
MUESTRA
5%
4
5
321
5%
92%
0%0%
EARLY
ADOPTERS
3%
SAMPLE GROUP
31
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
2
3
4
1
37%
7%
30%
MUESTRA
26%
2
3
4
1
18%
76%
5%
1%
EARLY ADOPTERS
6. HOW MANY HOURS DO YOU SPEND ON THE INTERNET PER DAY?1. Less than 1 hour2. Between 1 – 3 hours3. Between 3 – 6 hours4. 6 hours or more
SAMPLE GROUP
I'M DIGITAL 201132
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
7. WHAT DO YOU DO ON THE INTERNET?
EARLY ADOPTERSSAMPLE GROUP
Check my e-mails 87%
Search for information (Google, Yahoo!, Bing) 87%
Socialize (Facebook, Fotolog, Twitter, etc.) 71%
Download files (music, movies, games, etc.)
Read news in electronic newspapers 68%
Listen to music
61%
Instant messaging /Chat
59%
Academic activities
52%
Watch photos
56%
Watch videos
53%
Check my bank account
47%
Work activities
47%
Games
46%
Content generation (upload photos and videos, write blogs)
44%
Make bank transactions
36%
Look for a job
33%
Pay bills
28%
Buy
28%
Participate in communities /forums
25%Read blogs
26%
Watch TV on the internet
25%
Read RSS feeds
18%
None of them
3%Other activities, which ones?
7%
0%
0 100
96%
95%
90%
80%
76%
70%
68%
70%
68%
67%
64%
64%
62%
60%
58%
43%
41%
32%
35%
26%
23%
18%
0%
1%
0 100
Socialize (Facebook, Fotolog, Twitter, etc.)
Check my e-mails
Search for information (Google, Yahoo!, Bing)
Read news in electronic newspapers
Instant messaging /Chat
Check my bank account
Work activities
Listen to music
Download files (music, movies, games, etc.)
Watch photos
Watch videos
Make bank transactions
Read blogs
Content generation (upload photos and videos, write blogs)
Pay bills
Academic activities
Read RSS feeds
Buy
Participate in communities /forums
Look for a job
Watch TV on the internet
Games
Other activities, which ones?
None of them
33
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
8. WHICH ARE THE MAIN PROBLEMS THAT YOU HAVE DETECTED WHILE USING THE INTERNET?
EARLY ADOPTERSSAMPLE GROUP
Invasive advertisement 64%
Virus 61%
SPAM 56%
Too much advertisement 55%
Low speed 49%
Unreliable sources 46%
Phishing 30%
Lack of security 40%
Excessive exhibition of people’s private life 34%
Language barriers 21%
Incompatibilities with browser or operative system 18%
Incomprehensible sites 18%
Other problems, which ones? 2%
None of them 1%
0 100
0 100
Invasive advertisement 67%
SPAM 55%
Too much advertisement 51%
Unreliable sources 45%
Low speed 44%
Incomprehensible sites 29%
Virus 24%
Excessive exhibition of people’s private life 28%
Incompatibilities with browser or operative system 27%
Phishing 22%
Lack of security 21%
Language barriers 11%
Other problems, which ones? 3%
None of them 1%
I'M DIGITAL 201134
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
9. WHICH OF THESE PHRASES REPRESENT YOUR FEELING ABOUT ONLINE ADVERTISEMENT?
I think it’s excessive
It’s not usually related to what I’m doing on the internet
It keeps me properly informed about products and services
I think it’s necessary
I don’t see it
It gives me an answer about what I’m looking for
None of them
38%
38%
22%
21%
21%
10%
3%
I think it’s excessive
It’s not usually related to what I’m doing on the internet
I don’t see it
I think it’s necessary
It keeps me properly informed about products and services
It gives me an answer about what I’m looking for
None of them
41%
38%
31%
26%
16%
6%
4%
EARLY ADOPTERSSAMPLE GROUP
35
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
10. WHICH OF THESE ACTIVITIES DO YOU OFTEN DO IN SOCIAL NETWORKS?
EARLY ADOPTERSSAMPLE GROUP
Watch videos and photos on the internet 55%
Upload photos and videos on the internet 37%
Comment in blogs, forums, videos, photos 35%
Read blogs and other independent media 31%
Recommend sites, videos and apps to my friends 31%
Join groups / causes in the social networks 30%
None of them 16%
Communicate what I’m doing or thinking once a day, at least 30%
Save favorites under my own categories (tags) 26%
Manage / collaborate in a blog, site 15%
Rank products, videos. 11%
Communicate what I’m doing or thinking once a day, at least 70%
Recommend sites, videos and apps to my friends 67%
Read blogs and other independent media 64%
Watch videos and photos on the internet 64%
Comment in blogs, forums, videos, photos 51%
Upload photos and videos on the internet 51%
Save favorites under my own categories (tags) 48%
Join groups / causes in the social networks 45%
Manage / collaborate in a blog, site 36%
Rank products, videos. 24%
None of them 1%
I'M DIGITAL 201136
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
11. WHICH OF THESE CHANNELS IS YOUR FAVORITE TO GET IN TOUCH WITH YOUR FRIENDS?
1. Facebook2. E-mail3. Messenger4. Phone5. Text messages6. Other, which one?7. Twitter
2
3
4
56 7 1
33%
17%
13%
MUESTRA27%
1%5%
4%
23
4
5
67
1
22%15%
28%
2%9%
12%
13%
EARLY ADOPTERS
SAMPLE GROUP
37
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
12. THROUGH WHICH OF THESE DEVICES DO YOU OFTEN LISTEN TO MUSIC?
EARL
Y ADO
PTER
S
57% 53% 47%
MUES
TRA
60% 31%41%
SAMP
LE G
ROUP
MUSIC STORED IN A COMPUTER
MUSIC STORED IN A COMPUTER
YOUTUBE
ONLINE SERVICES LIKE GOEAR, GROOVESHARK, LASTFM, AMONG OTHERS.
SOUND SYSTEM
PORTABLE DEVICE (IPOD, FOR EXAMPLE)
I'M DIGITAL 201138
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
13. IN GENERAL, ARE YOU WILLING TO PAY FOR ONLINE SERVICES? (RAPIDSHARE, FLICKR PRO, LASTFM, SKYPE)
1. Yes2. No3. I don’t know
2
31
17%
MUESTRA
25%
58% 2
3
145%
41%
14%
EARLY ADOPTERS
SAMPLE GROUP
39
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
2
1
MUESTRA
21%
79%
2
1
94%
6%
EARLY
ADOPTERS
14. DURING THE LAST YEAR, HAVE YOU MADE A PURCHASE DECISION BY INFORMING YOU FIRST OF THE PRODUCT THROUGH THE INTERNET?
1. Yes2. No
SAMPLE GROUP
I'M DIGITAL 201140
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
15. HAVE YOU EVER BOUGHT A PRODUCT ONLINE?
1. Yes2. No
2
1MUESTRA
37%
63%
2
1
89%
11%
EARLY
ADOPTERSSAMPLE GROUP
41
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
16. WHICH ONLINE STORE DO YOU THINK OFFERS THE BEST CONSUMER EXPERIENCE?
41,4%14,4%
5,6%4,8%4,8%
AMAZON
FALABELLA
PARIS
EBAY
LAN
35,9%17,4%
9,7%4,8%4,8%
FALABELLA
MERCADO LIBRE
PARIS
AMAZON
DEREMATE
EARLY ADOPTERS
SAMPLE GROUP
I'M DIGITAL 201142
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
17. WHY DO YOU THINK THAT STORE OFFERS THE BEST CONSUMER EXPERIENCE?
1. TRUST2. EASY TO USE3. VARIETY4. SECURITY5. INFORMATION6. SPEED7. PRICE8. PRESTIGE 9. PAYMENT METHODS10. INTELLIGENCE
1. EASY TO USE2. TRUST3. INFORMATION4. SPEED5. INTELLIGENCE6. SECURITY7. VARIETY8. PRICE9. PRESTIGE 10. PAYMENT METHODS
EARLY ADOPTERSSAMPLE GROUP
43
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
18. WHILE GATHERING INFORMATION ABOUT A PRODUCT ON THE WEB, TO WHICH ELEMENTS DO YOU ASSIGN A HIGHER VALUE AT THE MOMENT OF PURCHASE?
EARLY ADOPTERSSAMPLE GROUP
Comparison with similar products 68%
Comments from other users 56%
Images 51%
Site description 40%
Recommendation from a friend 31%
User votes 26%
A description from an independent media or a blogger 17%
Videos 17%
Ranking of most demanded products 15%
Other 3%
None of them 1%
Comments from other users 77%
Comparison with similar products 57%
Images 52%
Recommendation from a friend 52%
A description from an independent media or a blogger 47%
User votes 39%
Site description 34%
Videos 30%
Ranking of most demanded products 26%
Other 3%
None of them 1%
I'M DIGITAL 201144
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
19. HOW MANY ONLINE BUYS HAVE YOU DONE DURING THE LAST 3 MONTHS?
1. 12. 2 – 33. 4 – 54. 6 or more5. None
23
4
5 1
29%
24%
12%
MUESTRA10%
25%2
3
4
5
1
18%
39%
12%
14%
17%
EARLY ADOPTERS
SAMPLE GROUP
45
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
20. WHAT KIND OF PRODUCTS HAVE YOU BOUGHT ONLINE?
EARLY ADOPTERSSAMPLE GROUP
Electronic devices 51%
Airline tickets / bus / train 37%
Technology 29%
Gifts 26%
Books / magazines 22%
Show tickets 20%
Home appliances 17%
Clothes
15%Furniture
15%
Music 14%
Food 13%
Games 13%
Other, which one? 13%
Financial products (loans, for example) 11%
Hotel reservations 11%
Web apps 9%
Movies 8%
Flowers or cards 5%
Vacation packages 4%
Car rental 1%
None of them 1%
Airline tickets / bus / train 60%
Electronic devices 57%
Show tickets 48%
Books / magazines 42%
Web apps 40%
Technology 39%
Hotel reservations 32%
Gifts
27%Clothes
26%
Music 22%
Food 21%
Home appliances 16%
Furniture 14%
Financial products (loans, for example) 14%
Games 14%
Flowers or cards 11%
Other, which one? 9%
Vacation packages 6%
Movies 5%
Car rental 4%
None of them 0%
I'M DIGITAL 201146
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
21. POINT OUT WHICH OF THESE PROBLEMS HAVE YOU FOUND WHILE BUYING ONLINE
EARLY ADOPTERSSAMPLE GROUP
Didn’t have any problem
Failure to deliver on time
Haven’t received any feedback during the transaction
Incompatibilities with browser or operative system
Credit card was incompatible to the site
Lack of security conditions
Product features didn’t match the reality
Damaged product or in very bad conditions
Non delivery of the product
Credit card charges above the purchase price
Double charges
Other, which one?
Fraudulent uses of my credit card
36%
26%
26%
24%
19%
12%
11%
7%
5%
5%
4%
3%
0%
Didn’t have any problem
Failure to deliver on time
Credit card was incompatible to the site
Product features didn’t match the reality
Lack of security conditions
Haven’t received any feedback during the transaction
Double charges
Damaged product or in very bad conditions
Credit card charges above the purchase price
Incompatibilities with browser or operative system
Other, which one?
Non delivery of the product
Fraudulent uses of my credit card
53%
19%
13%
12%
8%
8%
6%
6%
6%
5%
5%
4%
1%
47
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
22. WHICH OF THESE CHILEAN SITES DO YOU THINK OFFER THE BEST ONLINE CONSUMER EXPERIENCE?
EARLY ADOPTERSSAMPLE GROUP
Falabella 76%
LAN 39%
Paris 29%
Ripley 19%
Sodimac 14%
None 9%
Jumbo 9%
Easy 8%
Other, wich one? 7%
La Polar 5%
Líder 3%
Johnson's 2%
LAN 63%
Falabella 35%
Paris 12%
Jumbo 10%
Other, wich one? 9%
None 8%
Ripley 6%
Sodimac 4%
Easy 1%
La Polar 1%
Líder 1%
Johnson's 0%
I'M DIGITAL 201148
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
23. WHICH OF THESE TRANSACTIONS HAVE YOU DONE ON THE INTERNET?
EARLY ADOPTERSSAMPLE GROUP
Bank transactions
Tax return
Basic services payment (electricity, water, gas, etc)
Cable television and telephony services payment
Legal proceedings
Loan applications
Highway bills payment
I haven't done any transaction on the internet
Other, which one?
60%
49%
48%
39%
26%
21%
21%
17%
4%
Bank transactions
Tax return
Basic services payment (electricity, water, gas, etc)
Cable television and telephony services payment
Highway bills payment
Legal proceedings
Loan applications
I haven't done any transaction on the internet
Other, which one?
80%
70%
64%
55%
33%
27%
18%
5%
4%
49
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
24. WHY HAVEN’T YOU BOUGHT IN A ONLINE STORE YET?
EARLY ADOPTERSSAMPLE GROUP
I think it’s insecure, I feel I can’t trust in it
I haven’t needed it yet
I need to see what I’m going to buy
I’ve been told about bad experiences
I don’t know how to do it
I’ve tried, but I didn’t make it
Other reason, which one?
It’s more expensive
None of them
52%
39%
27%
20%
11%
7%
6%
4%
4%
I think it’s insecure, I feel I can’t trust in it
Other reason, which one?
I need to see what I’m going to buy
I don’t know how to do it
I’ve been told about bad experiences
I haven’t needed it yet
I’ve tried, but I didn’t make it
None of them
It’s more expensive
32%
20%
16%
12%
8%
4%
4%
4%
0%
I'M DIGITAL 201150
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
25. CONSIDERING SOME IMPORTANT EVENTS IN 2010 (EARTHQUAKE, MINERS’ RESCUE) WHICH OF THESE MEDIA DO YOU THINK HELPED YOU TO KEPT YOU INFORMED IN A MORE EFFECTIVE WAY?
EARLY ADOPTERSSAMPLE GROUP
Television
Radio
Online newspapers
Social networks (Twitter, Facebook)
Traditional newspapers
Online official media of the government
Blogs
None
75%
54%
53%
43%
26%
16%
6%
1%
Social networks (Twitter, Facebook)
Radio
Online newspapers
Television
Blogs
Traditional newspapers
Online official media of the government
None
84%
53%
49%
38%
11%
9%
9%
1%
51
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
26. WHICH NEWS WEBSITE DO YOU THINK IS DOING IT BETTER ON THE INTERNET?
EARLY ADOPTERSSAMPLE GROUP
Emol
Terra
Lun
Bío-Bío
La Tercera
Cooperativa
None
Other, which one?
El Mostrador
ADN
La Cuarta
La Nación
La Segunda
Publimetro
La Hora
21%
17%
11%
10%
9%
8%
6%
6%
4%
4%
2%
1%
1%
0%
0%
Bío-Bío
Cooperativa
La Tercera
Emol
El Mostrador
Terra
Other, which one?
None
Lun
La Nación
ADN
La Cuarta
Publimetro
La Hora
La Segunda
22%
17%
16%
14%
13%
5%
5%
3%
2%
1%
1%
1%
0%
0%
0%
I'M DIGITAL 201152
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
21
MUESTRA59%
41%
2
1
76%
24%
EARLY ADOPTERS
27. DO YOU OWN A SMARTPHONE (IPHONE, BLACKBERRY OR ANOTHER) OR HAVE YOU PLANNED TO BUY ONE IN THE NEAR FUTURE?
1. Yes2. No
SAMPLE GROUP
53
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
28. DO YOU CONNECT TO THE INTERNET FROM YOUR MOBILE PHONE?
74%
NO26%
EARLY ADOPTERSSAMPLE GROUP
NO70%
30%YES
YES
I'M DIGITAL 201154
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
29. WHICH OF THESE ACTIVITIES DO YOU OFTEN DO ON THE INTERNET FROM YOUR MOBILE PHONE?
EARLY ADOPTERSSAMPLE GROUP
Send / receive e-mails
Check my social networks (Facebook, others)
Search for information (weather, news, etc)
Search for maps (addresses, roads)
Surfing for fun
Chat services
Geolocalization
Upload and share photos
Financial services
Download / listen to music
Online games
Write / update blogs
Microblogging
Other activity, which one?
None of them
59%
56%
45%
44%
32%
31%
29%
27%
23%
23%
17%
13%
3%
3%
1%
Check my social networks (Facebook, others)
Send / receive e-mails
Search for maps (addresses, roads)
Search for information (weather, news, etc)
Geolocalization
Surfing for fun
Upload and share photos
Microblogging
Chat services
Write / update blogs
Financial services
Download / listen to music
Online games
None of them
Other activity, which one?
85%
83%
72%
63%
55%
50%
49%
48%
43%
25%
21%
20%
12%
1%
0%
55
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
EARLY ADOPTERS
30. IN WHAT SITUATIONS DO YOU MOST OFTEN CONNECT TO MOBILE INTERNET?
40%
37%
34%
31%
29%
59%
48%
59%
44%
39%
SAMPLE GROUP
When I go from a place to another While I wait for
something or someone
At home
When I go from a place to another
When I have something important to say / to check
When I have something important to say / to check
While I wait for something or someone
I’m always online / from everywhere
In case of an emergency
When I have some free time
I'M DIGITAL 201156
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
21
MUESTRA56%
44%
2
136%
64%
EARLY ADOPTERS
31. HAVE YOU EVER PAID FOR DOWNLOADING APPS TO YOUR PHONE?
1. Yes2. No
SAMPLE GROUP
57
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
32. WHAT KIND OF APPS HAVE YOU DOWNLOADED?
EARLY ADOPTERSSAMPLE GROUP
Games
Music
Entertainment
Social networks
Other app, which one?
Video
News
Weather
Financial information
Health
Sports
Travel
None of them
58%
40%
40%
25%
9%
7%
7%
7%
5%
4%
2%
0%
0%
Games
Social networks
Entertainment
Other app, which one?
Music
News
Sports
Travel
Health
Video
Weather
Financial information
None of them
22%
18%
12%
7%
6%
5%
5%
4%
3%
2%
2%
1%
0%
I'M DIGITAL 201158
7. APPENDIX
CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
33. WHICH IS THE MAIN REASON WHY YOU DON’T CONNECT TO THE INTERNET FROM YOUR PHONE (MOBILE INTERNET)
EARLY ADOPTERSSAMPLE GROUP
It’s very expensive
I don’t need it
My phone can’t connect to the internet
I connected once, but I didn’t find it efficient
Other reason, which one?
I tried but I didn’t make it, so I didn’t do it again
I don’t have a phone
31%
29%
21%
9%
6%
3%
2%
It’s very expensive
I don’t need it
My phone can’t connect to the internet
I connected once, but I didn’t find it efficient
Other reason, which one?
I tried but I didn’t make it, so I didn’t do it again
I don’t have a phone
24%
11%
11%
3%
3%
1%
1%
59
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
34. WHICH REASON DO YOU THINK WILL MOTIVATE YOU TO CONNECT TO THE INTERNET USING YOUR PHONE?
EARLY ADOPTERSSAMPLE GROUP
Lower rates
Nothing
Faster internet
More easy to use / more friendly mobile websites
Other reason, which one?
More interesting mobile sites
51%
19%
13%
9%
6%
3%
Lower rates
Faster internet
More easy to use / more friendly mobile websites
Nothing
More interesting mobile sites
Other reason, which one?
30%
7%
6%
6%
4%
3%
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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
35. DO YOU FOLLOW ANY BRAND ON TWITTER OR FACEBOOK?
1. Yes2. No
(cc) 2011 AyerViernes S.A.
2
1
MUESTRA
26%
74%
2
1
75%
25%
EARLY
ADOPTERSSAMPLE GROUP
61
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
36. WHICH BRANDS DO YOU THINK HAVE A GOOD PRESENCE ON THE SOCIAL NETWORKS?
ENTEL
COCA-COLA
MOVISTAR
FALABELLA
ADIDAS
ENTEL
MOVISTAR
LG
FALABELLA
BIO-BIO
1 1
2 2
5 5
3 3
4 4
EARLY ADOPTERSSAMPLE GROUP
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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
21
MUESTRA49%
51%
2
137%
63%
EARLY
ADOPTERS
37. DO YOU FREQUENTLY PLAY VIDEO GAMES?
1. Yes2. No
SAMPLE GROUP
63
7. APPENDIX
I'M DIGITAL 2011 CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
38. WHERE DO YOU MOST OFTEN PLAY?
EARLY ADOPTERSSAMPLE GROUP
Online
Software installed in my computer
Playstation
Mobile phone
Wii
Other
Xbox
Nintendo DS
iPad
34%
25%
15%
10%
5%
5%
4%
0%
0%
Software installed in my computer
Online
Playstation
Mobile phone
Wii
Xbox
Other
iPad
Nintendo DS
24%
16%
16%
15%
15%
7%
5%
2%
0%
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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
39. POINT OUT THE REGION WHERE YOU’RE LIVING
EARLY ADOPTERSSAMPLE GROUP
Región Metropolitana
Región de Valparaíso
Región del Bío-Bío
Región de Los Lagos
Región de Coquimbo
Región de La Araucanía
Región del Maule
Región del Libertador General Bernardo O’Higgins
Región de Tarapacá
Región de Antofagasta
Región de Los Ríos
Región de Magallanes y la Antártica Chilena
Región de Arica y Parinacota
Región de Atacama
Other
Región de Aysén del General Carlos Ibáñez del Campo
51%
10%
10%
5%
3%
3%
3%
3%
2%
2%
2%
1%
1%
1%
1%
0%
Región Metropolitana
Región de Valparaíso
Región del Bío-Bío
Región del Libertador General Bernardo O’Higgins
Región de La Araucanía
Región del Maule
Región de Aysén del General Carlos Ibáñez del Campo
Other
Región de Tarapacá
Región de Antofagasta
Región de Atacama
Región de Coquimbo
Región de Los Lagos
Región de Magallanes y la Antártica Chilena
Región de Los Ríos
Región de Arica y Parinacota
62%
24%
6%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
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WHO ARE WE?AyerViernes is a Strategy and Design boutique dedicated to give digital solutions to encourage a better communication between brands and its audiences. If you want to know more about us, visit our website www.ayerviernes.com or follow us through these social networks:
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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE
I’m Digital 2011Consumer Behaviour Experience Report In Chile
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