Brands fail to listen to what people want: Digital Life by TNS #tnsdl

TNS recently announced its findings for Digital Life. The study is based on in-depth interviews with over 72,000 people in 60 countries. The study scopes out consumer attitudes across the markets and the consumer behaviour online.

Key Findings: a global perspective

• Globally, 13% people of the surveyed population like to praise as compared to 11 % people who will complain. In Asia, people in Thailand are most likely to praise online as 22% of the respondents claim to do so
• 57% of people* in developed markets** do not want to engage with brands via social media however, 54 per cent of people* also admit that social networks is the right place to learn regarding products
• 47% of digital consumers now comment about brands online
• Globally, 46% of people* post comments just to share advice
• 61% of consumers find a promotion or special offer motivation enough to engage with a brand
• When it comes to online shopping, Asian consumers top the chart and are open towards group buying and buying via mobile
• 46% of digital consumers in China already use group buying tools as compared to Sweden or Finland where only 6% of consumers have adopted the tools

Key Findings: an Indian perspective

• 54% of digital consumers in India trust friend’s comments written about brands while 52% also trust strangers comments.
• 45% of the digital consumers write comments to help other people while 32%  motivated to share
• Contrary to the popular perception, there is a very minor difference between people who complain and praise brands. In India, 12% of people* praise and only 11% complain
• People write less about products that involve expertise or technical understanding. People are less likely to comment on technical aspects on the brand awareness stage but more likely to do so when they are buying the product
• Locations based services, Timeshift TV and Internet banking is 3 key trends that TNS reports to grow popular in future. Across all the countries, growth in online video in different formats is also anticipated
• 29% of people* in India are more open to finding brands than they are resistant to them
• Between the age group of 25 to 34, 38% of people are more open to finding out about brands as compared to 27% in the age group of 16 to 2. Across all the countries, older age groups are as open to brands as the younger age groups
• 28% of people* are open to buying products on Social Networks

How we decide what to buy (India) vs. USA

A comparison of a consumer in USA and India regarding their research habit across popular segments -

The key findings of the report can also be found here.

*This refers to Social Network Users only.