I'm digital 2011 by AyerViernes

Iâ&#x20AC;&#x2122;m Digital 2011

Consumer Behaviour Experience Report In Chile

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INDEX

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1. YOU’RE WHAT YOU DO, NOT WHAT YOU SAY 2. ANALYSIS AND TENDENCIES FOR 2011

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Before reading Who are the early adopters?

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We tied, the end of social networks (RT pls) Who are doing it right?

linkedin You can find the online version of this report in:

soydigital.ayerviernes.com

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

I'm Digital 2011 is an initiative of

3. DIGITAL CONSUMER 2011

AyerViernes S.A. and its Research Team.

True portability

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® AyerViernes is a trademark of AyerViernes S.A.

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

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 PRODUCT 5. THE MINUTE OF TRUST 6. METHODOLOGICAL FRAME 7. APPENDIX

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

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2011

Backers

Sponsors

Media Partners

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE

1. YOU ARE WHAT YOU DO, NOT WHAT YOU SAY JORGE BARAHONA DIGITAL EXPERIENCE DESIGNER Executive director AyerViernes

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 hyperlink, 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 called 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.

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

At AyerViernes, we feel that design is a reflection that imagines the future, and designing for digital media has to do with the experiences, determined by those acts of absolute protagonism. 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.

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.

For the User Experience, the success is measured in how many people are satisfied with the services, rising the commitment, fidelity and lovemark, among others. People Experience actually looks for systems and communications to be useful and everlasting.

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.

And that’s how we get to the boom of interactions and social networks. A new form of positioning was born, and companies filled their websites with logos of social networks, doing the same mistakes made during the Flash era.

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”

Companies do everything too similar to what they know, being 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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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

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.

agency; they want to talk to you, your organization, and your people.

The time for delayed attentions, little to none transparency and dishonesty in business relations is over now.

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.

Today, brands must build the User Experience to be able to dialogue with their audiences. Because everything is connected, 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 6

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

We’re entering a new era, one in which what you say, do and promote is very important, an age of real and constant commitment, determined by the experiences and not by discourses, banners, campaigns, and especially not interruptions. Your brand is what it does, not what it says: welcome to the Service Design, of your Services.

REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE

2. ANALYSIS AND TENDENCIES FOR 2011 PEDRO ARELLANO MASTER IN CONSUMER Behaviour Studies Director, AyerViernes

BEFORE READING

WHO ARE THE EARLY ADOPTERS?

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 understand the next tendencies.

They buy preferentially in foreign shops like Amazon, a 70% say what they’re thinking or doing in social networks; Facebook and Twitter are the most common places of communication 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 internet 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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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

2. ANALYSIS AND TENDENCIES FOR 2011

WE TIED, THE END OF SOCIAL NETWORKS (RT PLS) 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 comparative advantages and the potential of the media to establish valuable relationships with people. From the smallest to the biggest company, they’ve all searched 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 communicate with the audience, are the key to generate experiences that are positive, memorable and repeatable to our piers.

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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.

Do you follow brands on social networks?

SAMPLE GROUP

YES 24%

EARLY ADOPTERS

NO 25%

YES 24%

ENTEL

COCA-COLA

MOVISTAR

FALABELLA

ADIDAS

BIO-BIO

2. ANALYSIS AND TENDENCIES FOR 2011

PROMOTIONS VERSUS SERVICES Only a small percentage of the sample claims to follow brands on social networks: why we see this could change? First of all, they donâ&#x20AC;&#x2122;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:

The 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 closeness, being able to generate a bond. The search for benefits and discounts must be the base to stimulate our consumers, but we canâ&#x20AC;&#x2122;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.

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.

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

2. ANALYSIS AND TENDENCIES FOR 2011

ADVERTISEMENT DRESSED AS TWITTER, IS STILL ADVERTISEMENT Which of these phrases reflect your feeling about online advertisement?

SAMPLE GROUP I think it’s excessive

38%

It’s not usually related to what I’m doing on the internet

38%

It keeps me properly informed about products and services

22%

EARLY ADOPTERS

I think it’s excessive

41%

It’s not usually related to what I’m doing on the internet

38%

I don’t see it

31%

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

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

LUCID CONSUMERS 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 moment 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

needs, 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 sense 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

SAMPLE GROUP

EARLY ADOPTERS

94%

78,5% I'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

2. ANALYSIS AND TENDENCIES FOR 2011

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 making recognizable the intangible value of a service, and with

ecologic interaction of every element forming the distinct encounters with the brand. We donâ&#x20AC;&#x2122;t build direct experiences; we only settle the conditions to trigger a positive relation with our consumers. How to do it?

SAMPLE GROUP

While gathering information about a product on the web, to which elements do you assign a higher value at the moment of purchase?

68%

56%

51%

40%

Comparison with similar products

Comments from other users

Images

Site description

EARLY ADOPTERS

77% Comments from other users

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

57% Comparison with similar products

52%

Images

Recommendation from a friend

2. ANALYSIS AND TENDENCIES FOR 2011

10 FACTORS THAT PROMOTE A GOOD ONLINE SERVICE Which online store do you think offers the best consumer experience?

SAMPLE GROUP

FALABELLA MERCADO LIBRE PARIS AMAZON DEREMATE

EARLY ADOPTERS

AMAZON FALABELLA PARIS EBAY LAN

35,9% 17,4% 9,7% 4,8% 4,8% 41,4% 14,4% 5,6% 4,8% 4,8%

In both samples, people have the same arguments for describing positive experiences of online shopping. Just like the last edition of I’m Digital, we classified and conceptualized the answers in now 10 relevant factors that trigger a purchase decision:

SAMPLE GROUP

EARLY ADOPTERS

1. TRUST 2. EASY TO USE 3. VARIETY 4. SECURITY 5. INFORMATION 6. SPEED 7. PRICE 8. PRESTIGE 9. PAYMENT METHODS 10. INTELLIGENCE

1. EASY TO USE 2. TRUST 3. INFORMATION 4. SPEED 5. INTELLIGENCE 6. SECURITY 7. VARIETY 8. PRICE 9. PRESTIGE 10. PAYMENT METHODS

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2. ANALYSIS AND TENDENCIES FOR 2011

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 userâ&#x20AC;&#x2122;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 samples 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 assertiveness over interruption, segmentation over massification, and discretion over invasion; being intelligence a fundamental value among a group that has Amazon as an online standard, assuming that factors such as Variety and stock of an online store are inherent to their functioning.

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE

3. DIGITAL CONSUMER 2011 Consumer behaviour before and above brands Do you connect to the internet on your mobile phone?

TRUE PORTABILITY 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.

NO 70%

30%

SAMPLE GROUP **

Devices tend to have new roles on peopleâ&#x20AC;&#x2122;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.

NO 26% 74% EARLY ADOPTERS

* 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 I'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

3. DIGITAL CONSUMER 2011

Consumer practices that are directly linked to specific moments 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 connected, 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 information 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.

SAMPLE GROUP

40%

When I go from a place to another

37%

At home

34%

When I have something important to say / to check

31%

While I wait for something or someone

29%

In case of an emergency

EARLY ADOPTERS

59% 59%

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

When I go from a place to another

48%

When I have something important to say / to check

44%

I’m always online / from everywhere

39% 16

While I wait for something or someone

When I have some free time

3. DIGITAL CONSUMER 2011

Through which of these devices do you often listen to music?

SAMPLE GROUP MUSIC STORED IN A COMPUTER

YOUTUBE

SOUND SYSTEM

60%

41%

31%

EARLY ADOPTERS MUSIC STORED IN A COMPUTER

57%

ONLINE SERVICES LIKE GOEAR, GROOVESHARK, LASTFM, AMONG OTHERS.

53%

PORTABLE DEVICE (IPOD, FOR EXAMPLE)

47% I'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

REPORTE SOBRE EXPERIENCIA DE CONSUMO EN CHILE

4. FROM SOCIAL NETWORKS TO SERVICES: EXPERIENCE AS A PRODUCT HERBERT SPENCER DIRECTOR, INTERACTION DESIGNER, AYERVIERNES Academic, Pontificia Universidad Católica de Valparaíso

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 infrastructure 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 suspiciously and everyone entered with an explorer and playful spirit. Now, every person had invested time in the construction 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.

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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 static 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 abstract entities: Which gender? Birth date?; They’re all metaphors 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.

4. FROM SOCIAL NETWORKS TO SERVICES: EXPERIENCE AS A PRODUCT

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: semantic - 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)

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

REPORTE 4. FROM SOCIAL SOBRE NETWORKS EXPERIENCIATODE SERVICES: CONSUMOEXPERIENCE EN CHILE AS A PRODUCT

Just search @clarochile or @movistar mentions which incursion on twitter had turned in a new public portal full of complaints that cannot be managed, filtered, censored nor responded. 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 community behaviour. The interaction that allows creating significative relationships between persons and brands necessarily develops in a gradual 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 doesnâ&#x20AC;&#x2122;t mean that 20

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

the inherent circularity in this dynamic between persons works 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.

5. THE MINUTE OF TRUST JUAN C. CAMUS JOURNALIST FROM PONTIFICIA UNIVERSIDAD CATÓLICA DE VALPARAÍSO AND ACADEMIC Diplomat in Interactive Media, author of “You have 5 seconds”

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 provider 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 provisory 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 capability 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 I'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

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. 22

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

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 organization, 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

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 measurements of height, wide and depth, to know exactly how big is what we’re buying.

king the Internet become the commercial ally. The message, therefore, is very clear and is worth understanding it: there’s interest from costumers, there’s money available and there are good experiences that show the virtual world works. Just takes the provider to give a “minute of trust” to their costumers.

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 approval. 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 maI'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

5. EL MINUTO DE CONFIANZA

6. METODOLOGICAL FRAME

I'M DIGITAL: THE CHALLENGE OF MAKING ONLINE RESEARCH TO KNOW THE BEHAVIOURS OF INTERNAUTS PABLO SÁNCHEZ-KOHN MASTER IN CONSUMER Behaviour Business Development Manager LatAm at Netquest

One of the most important challenges to make a successful online investigation through self administered surveys is sample design and quality: 1. What kind of sample is the most convenient?

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.

2. How to access to internauts once a sample design has been defined?

In this context, how would the internauts participating in the survey be selected?

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.

Three alternatives followed:

Knowing the objective of the research, the size and the distribution 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 24

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

• 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-

6. METODOLOGICAL FRAME

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.

Technical Data 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 (selfselection bias, in the case of advertising on websites, affiliation bias in the case of social networks, among others)

• Methodology: quantitative. An online survey was made with a self-administered 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 (*). AGE GROUP

SEX MALE FEMALE

233

167

TOTAL

400

100

15-29 30-44 45-59 >60 TOTAL

160

112

400

100

• 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 overrepresent the segment of early adopters. The diffusion of the survey on social networks was done by AyerViernes.

* Unit of the Telecom Chilean Ministry I'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

(october 2010)

7. APPENDIX

CONSUMER BEHAVIOUR EXPERIENCE IN CHILE 1. AGE GROUPS 1. Under 15 2. 15 – 29 3. 30 – 44 4. 45 – 59 5. 60 or more

5 6%

SAMPLE MUESTRA GROUP

1% 0%

22%

5 1

43%

34%

EARLY ADOPTERS 58%

29%

3 26

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

7. APPENDIX

2. SEX 1. Male 2. Female

43%

SAMPLE MUESTRA GROUP

40%

57%

EARLY ADOPTERS

60%

I'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

7. APPENDIX

3. EDUCATION LEVEL 1. Without studies 2. Elementary school 3. High school 4. Technical college 5. University 6. Postgraduate courses 7. Master 8. PhD

7 81

6 9%

3% 6% 0% 1%

78 1 2

6 14%

3 19%

SAMPLE MUESTRA GROUP

17%

1% 1% 3%

3 8%

EARLY ADOPTERS

39%

I'M DIGITAL 2011

23%

56%

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

7. APPENDIX

4. AVERAGE INCOME PER MONTH (*) 1. US$ 332 or less 2. US$ 333 – US$ 832 3. US$ 833 – US$ 1354 4. US$ 1355 – US$ 1875 5. US$ 1876 – US$ 2292 6. US$ 2293 or more 7. Don’t have any income 8. Prefer not to answer

8 12%

6% 21%

SAMPLE MUESTRA GROUP

24%

1 2

3% 13%

11%

EARLY ADOPTERS

20%

19%

14%

11%

19%

* Minimum wage per month is

established in US$372, according to Ministry of Labour of Chile

I'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

7. APPENDIX

5. SINCE WHEN DO YOU USE THE INTERNET? 1. Less than 1 year 2. Since 1 - 2 years 3. Since 2 – 4 years 4. Since 4 – 6 years 5. More than 6 years

123

2 3

1% 5%

SAMPLE MUESTRA GROUP 5

3% 5% 0% 0%

12%

14%

EARLY ADOPTERS

68% 92%

5 30

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CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

7. APPENDIX

6. HOW MANY HOURS DO YOU SPEND ON THE INTERNET PER DAY? 1. Less than 1 hour 2. Between 1 – 3 hours 3. Between 3 – 6 hours 4. 6 hours or more

1 4

1% 5%

26%

SAMPLE MUESTRA GROUP

37%

3 18%

EARLY ADOPTERS

76%

30%

I'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE

7. APPENDIX

7. WHAT DO YOU DO ON THE INTERNET? SAMPLE GROUP

EARLY ADOPTERS Check my e-mails 87%

Socialize (Facebook, Fotolog, Twitter, etc.) 96%

Search for information (Google, Yahoo!, Bing) 87%

Check my e-mails 95%

Socialize (Facebook, Fotolog, Twitter, etc.) 71%

Search for information (Google, Yahoo!, Bing) 90%

Read news in electronic newspapers 68%

Read news in electronic newspapers 80%

Download files (music, movies, games, etc.) 61%

Instant messaging /Chat 76%

Listen to music 59%

Check my bank account 70%

Instant messaging /Chat 56%

Work activities 70%

Watch photos 53%

Listen to music 68%

Watch videos 52%

Download files (music, movies, games, etc.) 68%

Academic activities 47%

Watch photos 67%

Check my bank account 47%

Watch videos 64%

Work activities 46%

Make bank transactions 64%

Games 44%

Read blogs 62%

Content generation (upload photos and videos, write blogs) 36%

Content generation (upload photos and videos, write blogs) 60%

Make bank transactions 33%

Pay bills 58%

Look for a job 28%

Academic activities 43%

Pay bills 28%

Read RSS feeds 41%

Buy 26%

Buy 35%

Read blogs 25%

Participate in communities /forums 32%

Participate in communities /forums 25%

Look for a job 26%

Watch TV on the internet 18%

Watch TV on the internet 23% Games 18%

Read RSS feeds

Other activities, which ones?

None of them

I'M DIGITAL 2011

CONSUMER BEHAVIOUR EXPERIENCE REPORT IN CHILE 0

100

7. APPENDIX

8. WHICH ARE THE MAIN PROBLEMS THAT YOU HAVE DETECTED WHILE USING THE INTERNET? SAMPLE GROUP

EARLY ADOPTERS Invasive advertisement 64%

Invasive advertisement 67%

Virus 61%

SPAM 55%

SPAM 56%

Too much advertisement 51%

Too much advertisement 55%

Unreliable sources 45%

Low speed 49%

Low speed 44%

Unreliable sources 46%

Incomprehensible sites 29%

Lack of security 40%

Excessive exhibition of people’s private life 28% Incompatibilities with browser or operative system

Excessive exhibition of people’s private life 34%

27%

Phishing 30%

Virus 24%

Language barriers 21%

Phishing 22%

Incompatibilities with browser or operative system 18%

Lack of security 21%

Incomprehensible sites 18%

Language barriers

11%