Post on 19-Jun-2020
transcript
PERSONAL LOANS TARGETING
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The 3 Trends in New Zealand
Consumer Barometer 2015 Local Report 5
The future is mobile 56 of the consumers in New Zealand go online at least as often via a smartphone as a computer. Smartphones are highly used in all age groups, especially younger people. Smartphones are mostly used for using a search engine or social network.
Today’s shopper is an online shopper Online is key in informing consumers during product research. Many consumers only use online as the place to get product information, but online still has a big impact on in-store sales.
Millions of online video views More than half of the consumers refer short videos, and for this smartphones are more popular than watching via computer. People are focused when watching.
Source: Google Consumer Barometer
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The Online and Multiscreen World Quantify and understand internet usage and attitudes across various devices.
Source: Google Consumer Barometer
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Where are the consumers? Online!
Consumer Barometer 2015 Local Report 7
9 out of 10
Source: The Connected Consumer Survey 2015 Question: How often do people go online (for personal Internet usage)? Base: Internet users (accessing via computer tablet or smartphone)
of the consumers are online at least once a day
Source: Google Consumer Barometer
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87
11 2
Daily Weekly Monthly or less
New Zealand is online
Consumer Barometer 2015 Local Report 8
Consumers in all age groups are online often
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone)
How often do you go online?
92% 95% 90% 88%
75%
8% 5% 10% 12% 25%
Under 25 25-34 35-44 45-54 Over 55 Yes No
Do you go online every day?
Source: Google Consumer Barometer
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People are even online when they’re watching TV
Consumer Barometer 2015 Local Report 10
The consumers are online while watching TV
Source: The Connected Consumer Survey 2015 Question: Do people go online on their devices while watching TV? Base: Internet users (accessing via computer tablet or smartphone) | TV Viewers | Use Internet in Parallel to TV
Use devices to go online while watching TV
52% 45%
61%
26%
Computer Smartphone Tablet
Which devices do people use to go online while watching TV
Source: Google Consumer Barometer
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New Zealand has more screens than ever
Consumer Barometer 2015 Local Report 11
There are 2,6 devices connected to the internet pr. person in New Zealand in 2015.
Source: The Connected Consumer Survey 2015
2,6 devices pr. person
Source: Google Consumer Barometer
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How does New Zealand compare?
Consumer Barometer 2015 Local Report 13
Source: The Connected Consumer Survey 2015 Base: total online and offline population
62%
Which devices do people use?
Of the consumers use a
smartphone
New Zealand have a higher smartphone penetration than the global average
92%
84%
84%
80%
46%
Under 25 years
25 - 34 years
35 - 44 years
45-54 years
55 and over
How does the demographics look?
Smartphone usage rate
Source: Google Consumer Barometer
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In which industries are consumers researching online? (continued)
Consumer Barometer 2015 Local Report 19
* Over-the-counter remedies Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
Make-up Music
Vitamins & OTC Remedies* Televisions
Hotel Stays
Laptops Mobile Phones
Personal Loans Real Estate Restaurants
79% 66% 46% 55% 60%
63% 70% 23% 56% 27%
Source: Google Consumer Barometer
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Online advertising and research is essential
Consumer Barometer 2015 Local Report 21
For 52% of the consumers online is the first source of product awareness during pre-purchase research.
What specific source informed people who first learned of their purchased product via product research?
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
42%
11%
20%
11%
12%
How did people first hear about the product/offer they bought?
Previous experience
Other people
Research
Advertising
Other
Source: Google Consumer Barometer
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Consumer behavior in various industries (continued)
Consumer Barometer 2015 Local Report 31
Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
61%
18% 20% 12%
48%
19% 17% 9% 8% 8%
18%
47%
26%
43%
12%
42%
52%
14%
46%
20%
Hotels Laptop Make-up Mobile Phones
Music Personal Loan
Real Estate Restaurants Television Vitamins & OTC
Research online, purchase online
Research online, purchase offline
Source: Google Consumer Barometer
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The Smart Shopper – Personal Loan The consumer purchase journey and the role of the internet in making their last purchase decision
Source: Google Consumer Barometer
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Personal Loan: Highlights
Consumer Barometer 2015 Local Report 81
Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
…and 45% do so via a search engine
What online sources did people use to make a purchase decision?
63%
…while 3 out of 10 end up making their purchase online
Where did people make their purchase? What online or offline research did people do prior to their recent purchase?
The consumers research online
prior to taking out a loan
research onlineline
Source: Google Consumer Barometer
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The Smart Viewer is a Mobile Viewer
Consumer Barometer 2015 Local Report 92
Source: The Connected Consumer Survey 2015 *At least once a month Base: Internet users (accessing via smartphone)
7 out of 10 consumers are watching online video on their smartphones*
Source: Google Consumer Barometer
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The users watch online video at home and alone
Consumer Barometer 2015 Local Report 93
94% of the consumers are watching online video at home
6 out of 10 watch online video alone
Source: The Connected Consumer Survey 2015 *Question: With how many people did you watch video in the last week? Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
Source: Google Consumer Barometer
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Why are we watching online video?
Consumer Barometer 2015 Local Report 94
33%
55%
18%
10%
To relax
To be entertained
To pursue a hobby
Find product information 55%
of the consumers are watching videos because they want to be entertained
What motivated people to watch online videos in the last week?
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
Source: Google Consumer Barometer
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Tomorrow’s TV is Online
Consumer Barometer 2015 Local Report 95
Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
70% Of the users are watching Online video every week
What are the users watching?
30% are watching
comedy
13% are watching
sport
11% are watching
gaming videos
Source: Google Consumer Barometer
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Methodology Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer questionnaire, which is focused on the adult online population and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results.
Consumer Barometer 2015 Local Report 98
Source: Google Consumer Barometer
PERSONAL LOAN WEBSITES
nzherald.co.nz tvnz.co.nz/news 1-day.co.nz mysavings.com
stuff.co.nz bbc.com life.com.tw womanfreebies.com
tvnz.co.nz samoaobserver.ws womenfreebies.co.nz moneysavingmom.com
superxv.com theguardian.com onedaydeals.co.nz dealio.com
youtube.com radiosport.co.nz crazysales.co.nz sears.com
odt.co.nz sportsground.co.nz ebay.co.uk ozbargain.com.au
news.com.au couriermail.com.au freestuff.co.nz circulaires.com
nrl.com nzcity.co.nz loveonedaysales.co.nz woot.com
foxsports.com.au home.nzcity.co.nz ebates.com 27coupons.com
theroar.com.au zerotackle.com thekrazycouponlady.com thesniff.co.nz
dailytelegraph.com.au trademe.co.nz livingsocial.com allyou.com
CPM range from $5 to $15
CONTEXTUAL
CPM Range from $5 to $10
Category Potential Impressions Uniques
/Finance/Credit & Lending 5,037,807 395,956
/Finance/Credit & Lending/Loans 2,779,652 171,394
/Finance/Credit & Lending/Loans/Home Financing 1,307,123 102,143
/Finance/Credit & Lending/Credit Cards 703,585 83,152
/Finance/Credit & Lending/Debt Management 676,253 78,190
/Finance/Credit & Lending/Loans/Home Financing/Mortgages 596,308 46,965
/Finance/Credit & Lending/Loans/Student Loans & College Financing 174,559 23,525
/Finance/Credit & Lending/Loans/Personal Loans 817,705 20,659
/Finance/Credit & Lending/Credit Reporting & Monitoring 89,910 14,243
/Finance/Credit & Lending/Loans/Vehicle Financing 378,676 13,644
/Finance/Credit & Lending/Loans/Vehicle Financing/Auto Financing 375,211 13,516
/Finance/Credit & Lending/Loans/Personal Loans/Short-Term Loans & Cash Advances 657,774 7,656
/Finance/Credit & Lending/Debt Collection & Repossession 20,788 4,362
CONTEXTUAL
CPM Range from $5 to $10
Category Potential Impressions Uniques
/People & Society/Ethnic & Identity Groups/Asians & Diaspora/Southeast Asians & Pacific Islanders 2,197,475 106,270
/Sports/Team Sports/Rugby 72,743,264 1,871,640
/Shopping/Consumer Resources/Coupons & Discount Offers 18,379,914 775,194
/Sports/Team Sports/Basketball 19,938,266 484,169
/World Localities/Oceania/Pacific Islands 5,771,417 367,237
/Business & Industrial/Construction & Maintenance/Building Materials & Supplies 11,841,553 592,389
/Business & Industrial/Professional & Trade Associations 52,843 6,978
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3RD PARTY DATA
User ListPotential
ImpressionsUniques
VisualDNA » Finance » Loan User 691,943,168 851,040
Bid Manager Audiences » In-Market Categories » Financial Services » Credit & Lending 34,458,588 178,704
Neustar AdAdvisor » Personal Finance » Loans » Have 1st Home Mortgage 112,412,480 93,024
Neustar AdAdvisor » Personal Finance » Loans » Have Auto Loan 92,752,016 79,200
Bid Manager Audiences » In-Market Categories » Financial Services » Credit & Lending » Credit Cards 11,258,352 59,400
Bid Manager Audiences » In-Market Categories » Financial Services » Credit & Lending » Mortgage » Home Purchase Loans 7,098,732 31,824
Bid Manager Audiences » In-Market Categories » Financial Services » Credit & Lending » Mortgage 4,838,724 29,232
BlueKai - IXI » Mortgage Segments » Ready to Re-Finance - Conventional Loan 20,578,428 22,284
Bid Manager Audiences » In-Market Categories » Financial Services » Credit & Lending » Personal Loans 3,420,144 21,420
Data CPM cost range: $2 to $8