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Latin America Media & Consumer Trends

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VBC Presents: "Latin America Media & Consumer Trends 2011-2014" Hosted by Jimena Urquijo of Kantar Media/TGI Latina

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Page 1: Final Kantar Versailles Breakfast Club

Latin America Media & Consumer Trends

Page 2: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 2

Introduction to TGI

Page 3: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 3

GLOBAL TGITHE BASICS

TGI is recognised as a market leader for yielding

information on consumers’ demography, attitudes, media consumption and usage of products & brands

We are an international network of single-source marketing and media research surveys

TGI data is available for 67 markets, across 6

continents, representing 1 ½ billion consumers worldwide

Currently being used by a number of market leading brand owners internationally

*

*

*

*

Page 4: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 4

HOW CAN CLIENTS USE GLOBAL TGI INFORMATION?

• Consumer profiling77% of the C class in Latin America believe their financial situation will be better a year from now.

• Brand positioningThe top three beers brands among the sports opportunity in Latin America are Brahma, Bohemia and Corona.

• Strategic planningThe trend away from uniformity and towards individualization is especially prevalent in some markets. In China, 58% of men aged 18-24 say they 'like to stand out in a crowd', compared with 37% of the same group in the US

• SegmentationIn Great Britain, people aged 45-54 are most likely to be classified as "Keen Greens" according to the Greenscape environmental engagement segmentation

• Tactical marketing and media analysisIn South Africa, 14% of internet users visit websites that provide health information

• Trend analysisMulti-channel viewership in the past week in Latin America has increased from 34% to 43% since 2006.

In existing & potential

markets

In existing & potential

markets

Page 5: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 5

Australasia

AustraliaNew Zealand

Europe

Azerbaijan Bulgaria CroatiaCzech Rep. Finland FranceGermany GB GreeceHungary Israel ItalyMontenegro N. Ireland NorwayPoland Portugal R. IrelandRussia Serbia Slovak Rep.Slovenia Spain SwedenTurkey Ukraine

Middle East & Africa

Algeria BahrainEgypt IranJordan KenyaKuwait LebanonQatar Saudi ArabiaS. Africa SyriaTanzania UgandaU.A.E

North America

CanadaUSA

Latin America

Argentina BrazilChile ColombiaEcuador MexicoPeru Puerto RicoVenezuela

Asia

China Hong KongIndia IndonesiaJapan KoreaMalaysia PhilippinesSingapore TaiwanThailand Vietnam

GEOGRAPHICAL COVERAGE OF TGI: 67 MARKETS

Page 6: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 6

Important Trends in the Region

Rise of the Middle Class

Mobile Phone: New Media Platform

Sports Opportunity

Online Offline Shift & Growth

New Digital Opportunities

Hot

Hot

Mild

Medium

Hot

Page 7: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 7

The Rise of the Middle Class

Hot

Page 8: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 8

• It represents almost 40% of the regions population, and it’s still growing

• Growing middle class whose consumption pattern is increasing at a faster rate than the rest of the population (ie. AB & DE social classes)– Increased purchasing power– Aspirations fueled by the Internet and access to credit

• Higher Internet Usage and access to more credit cards• 53% of the Middle Class is younger than 34 years of age

Filter: Bra, Col, Ecu, Mex, Ven, Per

The Middle Class in Latin America

Page 9: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 9

The size of the middle class grew 26% in five years while the DE class shrunk 23%.

Filter: Bra, Col, Ecu, Mex, Ven, Per

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

The Middle Class in Latin America

Page 10: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 10

While the middle class grows so does their purchasing power.

Consumption habitsOwn more pc’sHigher Internet UsageMore Airline Trips

Filter: Bra, Col, Ecu, Mex, Ven, Per

The Middle Class in Latin America

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

Page 11: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 11

Given the economic stability, the middle class has a bright outlook for the future. Its an increment of 12% in the past 5 years.

Filter: Bra, Col, Ecu, Mex, Ven, Per

Total AB C DEBetter 1 year from now 74% 79% 77% 67%Worse 1 year from now 7% 4% 6% 11%Same 1 year from now 16% 14% 14% 18%

Consumer Confidence: Future Situation

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

Page 12: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 12

Be Mindful:

Although the population has new-found purchasing power, their purchases and choice of brand are influenced by their inherited values and the environment they grew up in.

Their aspirations are fueled by the Internet and access to credit.

Page 13: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 13

OUR ENVIRONMENT DEFINE OUR VALUES•AND NOT THE OPPOSITE

We inherit values from the environment in which we grow up

Page 14: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 14

WHY DOES THE CONSUMER BEHAVE AS HE DOES ?

WHY IMAGE

WHY DOES THE CONSUMER BEHAVE AS

HE DOES ?

FROM UNCONSCIOUS MOTIVATION TO

CONSCIOUS MOTIVATION

Page 15: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 15

SportsOpportunity

With the upcoming 2014 World Cup and 2016 Olympics being hosted in Latin America, a new opportunity to reach sports fans exists.

Hot

Page 16: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 16

Sports target opportunity The upcoming World Cup and Olympics in Brazil present an opportunity we should tap into.

0%5%

10%15%20%25%30%35%40%

Sports Target OpportunityLatAm

Watched Sports on TV 51%

Attended Sports 11%

Practice Sports 30%

Use 2 out of 3 26%

Sports Target Opportunity

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

Page 17: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 17

Soccer is still the most popular sport, but not the only one. The Sports Audience Opportunity use different media vehicles to keep updated with sport news and scoreboards.

Soccer – National 63%Car Racing 33%Soccer – European 28%Boxing 25%Volleyball 24%Swimming 22%Soccer – Other Latin American Country 22%

Gymnastics / Olympics 21%Freestyle Wrestling / MMA Free Fight 21%

Athletics 20%

Beach Volleyball 19%Tennis 19%

TV Program: Sports: Live 80%

TV Program: Sports: News 72%

TV Program: Sports: Commentaries 63%

TV Program: Extreme sports 52%

Read Newspaper Section: Sports 47%

TV Program: Sports: Pre-recorded/ Edited 42%

Read Magazine Section: Sports 28%

Radio Program: Sports: Commentary 26%

Radio Program: Sports: Live 25%

Internet: Visited a sports site 24%

Top Sports Watched Sport ConsumptionMedia Vehicles

26% watch 5+ sports 27% use 7+ of the media vehicles above to follow sports

Sports Audience Opportunity

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

Filter: Sports Audience Opportunity

Page 18: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 18Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

Sponsorship Opportunities- WOM SegmentThe proportion of Champions across multiple categories is

high amongst the Sports Target opportunity

129

140

140

147

159

161

163

Sports TargetChampions

Champions amplify your reach x3!

20% of the Sports Target Opportunity is a Champion.

(Index 126 vs 91 )

Mobile Phone

Tourism/Travel

TV, Video & Audio

Cars

Financial & Insurance

Soft Drinks

Alcoholic Drinks

Filter: Sports Target Opportunity

Page 19: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 19

Sponsorship Opportunities Among “Sports Opportunity”

Energy DrinksBeer

Credit Cards

Technology

35% of the

“Sports Opportunity” watched the World Cup in 2010

Consumption: 26% in 2007 to 30% in 2011

Top Brands

2007 2011Own DVD Player 64% 85%Computer 40% 62%Camera Ownership 50% 58%MP3/ MP4 Player   34%

Credit Card Ownership:

Has increased 17% from 36% in 2006 to 42% in 2011

34% of the “sports opportunity”

consumed beer in the past 7 days

Top Brands

1. Brahma2. Bohemia3. Corona

Red Bull remains the market leader

with 58% penetration

Page 20: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 20

OfflineOnline

Mild

Shift & Growth

Inevitably the evolution of media consumption has altered the state of advertising and thus created an ever growing demand for more diversified multi-platform approaches.

Page 21: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 21

How does LATAM measure up to other global regions? Broadband’s explosion in the last 5 years and how it serves as ‘the’ portal for all media.

43%43%

68%68%

52%52%

68%68%

--

73%73%

39%39%

43%43%

52%52%

43%43%

84%84%

88%88%

63%63%

69%69%

82%82%

In LATAM Broadband has grown 291% in

the last 5yrs!

Global Media Penetration

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

Page 22: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 22

Listened to Radio

(Last 30Days)

Read Newspapers(Last 30days)

Watched TVPrograms

(Last 30Days)

ReadMagazines

(Last 30Days)

OFFLINE ONLINE

Radio(7Days)

Newspaper(7Days)

MCHH(7Days)

Magazines(Any)

Status of Media Penetration in LATAM

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

Broadcast(7Days)

Page 23: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 23

Through integration, traditional media has expanded it’s reach. The outlook is that as broadband continues it’s climb this too will follow suit.

Touch Points

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

Page 24: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 24

Mobile Phone: New Media Platform

Smartphones

Mobile Phone Details

Prepaid vs. Monthly

Medium

Page 25: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 25Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

Mobile Phone Details

More than 3/4 of the Latin American population personally own a mobile phone.

• Cell phone Ownership has increased in

Latin America from 50% in 2006 to

77% in 2011.

• The percent of people who used the

internet feature on their phone in

the past 5 years has increased 56%.

Filter: Own Mobile phone & Own internet feature

50% received mobile marketing in the past week!

69% of mobile phone owners receive mobile marketing

Page 26: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 26

Prepaid vs. Monthly Payment Plan

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

It is important to note that that the pre-paid population and the monthly payment

population use different mobile features.

63% of the mobile phone population have

a pre-paid plan 20% of the mobile phone population have a monthly

plan

People with a monthly payment plan are more likely than the prepaid population to own an

internet feature 43% vs. 29%.

Page 27: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 27

Smartphone Ownership

Source: TGI LATINA 2010 Wave II + 2011 Wave I (Y11w2_Y12w1) v.09.05.2011

9% of Latin Americans Own a Smartphone

• 65% of Smartphone owners in Latin America purchased a Smartphone in the past year.

• Usage for both personal and business among Smartphone owners increased from 25% in 2008 to 35% in 2011.

Filter: Own Mobile Phone

Rise of Smartphones Access

to Apps=

Throughout the day the internet platform shifts from Wi-Fi to

standard connection & impacts activities

Page 28: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 28

Social networks

New Digital Opportunities

Deal-of-the-day websites

Online Banking

Hot

Page 29: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 29

• Brazil is growing and the internet is reaching all SEL

Internet User Universe

Internet in Brazil

Source: Target Group Index – Br11 w2 + Br12 w1

Page 30: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 30

TV + WEB

23%

TV + Newsp.Pop:26%

37%

TV + RD

Pop:17%

23%19%

TV + Mag.

15%

TV + RD

12%

11%

Newsp.+ RD

RD + Mag.

Internet users are much more likely to consume mutliple media simultaneously compared to the general population.

Population 54%

Source: Target Group Index – Br11 w2 + Br12 w1

Simultaneous consumption

Internet in Brazil

Page 31: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 31

• More than 1/2 of internet consumers are registered with a deal of the day website and 42% regularly buy a product or service.

• Internet consumers spend on average R$110 per month shopping online

The Internet: A Source of Innovation & Leverage

Deal-of-the-day website registered consumers purchase

products and services 23% more frequently than the average online shopper.

62% of these consumers trust credit cards for online shopping

Deal-of-the-day Websites

Purchased

Source: TG.net Ano 2 (maio 2011 – junho 2011)

Page 32: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 32

The Internet: A Source of Innovation & Leverage

Internet Shopping

Source: TG.net Ano 2 (maio 2011 – junho 2011)

Category Internet Users

Deal-of-the-day Shoppers

Index

Books 14% 28% 198

Food/Drink, Restaurants /Bars 6% 23% 410

Airline trips 8% 20% 235

Health & Beauty Services 5% 19% 354

Telephone/Accessories 10% 18% 177

Cosmetics 6% 17% 269

Health & beauty Products 6% 17% 272

Electronics 9% 16% 184

Clothes/Jewelry 7% 16% 230

Deal of the day website consumers are impulsive online shoppers.

Page 33: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 33

Activities

Visual Activities (Videos, photos..) 71%

Access, create, maintain virtual community

70%

Interact with known people 65%

Submit articles/commentaries for public sites

47%

Create, maintain, access blogs 36%

Meet people 26%

Access a chat room 16%

Online Encounters 12%

Connect through videogame system 10%

They participate on average in 5.6 Social networking activities per month.

Social Media

The Internet: A Source of Innovation & Leverage

Source: TG.net Ano 2 (maio 2011 – junho 2011)

79% of internet consumers in Brazil actively participate in Social Networks

Page 34: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 34

Financial Products

The Internet: A Source of Innovation

84% of internet consumers use at least one e-banking product or service

compared to an average 10% for the total population

45% take part in a financial activity online 5 times more than the total

universe

Source: TG.net Ano 2 (maio 2011 – junho 2011)

Page 35: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 35

Life Events

Source: TG.net Ano 2 (maio 2011 – junho 2011)

Upload Video Clip

Upload Photos

Download Movie/Trailer

Search &/or download software/

applications

Travel Plans/Reservations

Download Podcasts

Download Movie/Trailer

Gambling on Internet

Access Health Sites

Finance/Banking

Price Comparison

Gambling/Lottery Sports

Page 36: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 36

I. Rise of the Middle Class

II. Sports Opportunity

III. Online Offline Shift & Growth

IV. Mobile Phone: New MediaPlatform

V. New Digital Opportunities

Summary

• Inherent values• Infrastructure, bureaucracy and

Security: Achille's Heel• More women working, less children,

higher purchasing power• Growing protectionist policies

Hot

Hot

Mild

Medium

Hot

Be mindful of…

Important Trends in the Region

Page 37: Final Kantar Versailles Breakfast Club

© 2010 Kantar Media 37

THANK YOU!