IN 2017, MARKETERS MUST TACKLE THE CHALLENGE OF

INCONSISTENT BRAND EXPERIENCES IN A CONNECTED WORLD

88% of internet users globally own a smartphone

CONNECTIVITY CONTINUES TO BRING MORE

AND MORE ACTIVITIES ONLINE
Average number of daily online activities:

6.2 4.9

Canada Germany
6.5
8.3
UK
6.7 Singapore
7.4
USA
Italy 3.4

Indonesia
8.1
6.3
Mexico
UAE
6.5 10.0 12.3 3.6 5.2 5.9

Global Chile Brazil Egypt Kenya Australia

THE MOST CONNECTED ARE MOST LIKELY TO SUFFER

INCONSISTENT BRAND EXPERIENCES

16-24 25-34 35-44 45-54 55-65

4.9
Mean daily 4.7 4.3
online hours 3.7 3.4

23%
Inconsistency of 26%
brand experience 30%
36% 34%

*Inconsistent experience defined as % agreeing “the brands I contact have a

different level of customer service between online and offline”

DIFFERENT TYPES OF CONSUMERS TAKE DIFFERENT PATHS TO PURCHASE,

AND EACH USE THE INTERNET IN THEIR OWN WAY
Social as number one source for each activity
% choosing a social network as their number 1 preference

In emerging Emerging Asia Latam MEA

markets, where
behaviour is
concentrated around
social, its use for
brands is across
the whole
Consumer Journey. 68%
46% 44%
33% 33% 27% 33%
24% 23% 24%
15% 14%
Consumer Brand Building Brand Activation Service Advocacy
Journey
11% 14% 7% 11% 10%
15% 16% 20% 21%
30% 37% 37%

Whereas in developed
markets the
availability of
diverse sources means
social plays a large
brand-building role. Developed Asia North America Europe

"Successful brand stories are built on consistent experiences across

touchpoints, and less on the number of touchpoints used"
Michael Nicholas, Global Lead, Connected Solutions

Source: Connected Life provides the most comprehensive view of the

connected consumer, reaching 70,000 people across 57 countries

Intelligence Applied
January 2017