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BBC GLOBAL AUDIENCE SEGMENTATION SEGMENTATION BBC NEWS

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WHAT WE’VE DONE AND WHY

INTRODUCTION

Using Global Web Index (GWI) data from 30 markets supplemented

with BBC questions and in depth interviews we divided the global

online audience into;

6 types of consumer Based upon their attitudes, relationship to the world around them

and their media consumption. The segment groupings and names

have been defined by the BBC.

UNDERSTANDING OUR AUDIENCES SEGMENTATION

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THE SEGMENTS AT A GLANCE

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WORLDLY

ACHIEVERS

Educated, they're moving up in

the world and are career

orientated. Motivated with a

global outlook, they want to be

informed and reputation counts.

CULTURALLY

CURIOUS

Established, thoughtful and

outward-looking, they want to

know more about the world and

– when possible – see more of

it.

ASPIRATIONAL

PROVIDERS

It’s all about hard work, doing

the best for their families and

improving their lot in life.

CONNECTED

ENTHUSIASTS

With their smartphones always

close at hand, they’re in constant

touch with their friends and

social media is second nature to

them.

ACTIVE

OPTIMISTS

Ambitious, young and fearless,

they're tech-savvy. What

interests them most from the

wider world, is what will touch

their own lives

COMFORTABLE

MAINSTREAMERS

They have every reason to feel

happy at home and within their

circle of friends and family. A

better life is a more comfortable

life.

THE SEGMENTS DIFFERENTIATED BY THEIR WORLD VIEW & MEDIA RELATIONSHIP

5 Illustrative example. Source: GlobalWebIndex Q3 2013

Global vs Personal / Digital Natives

More digital

Less digital

More

Global Less

Global

THE SEGMENTS GLOBAL PRESCENCE

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WORLDLY ACHIEVERS are bigger in emerging markets… as are CONNECTED

ENTHUSIASTS

CULTURALLY CURIOUS are most likely to be present in developed markets

ASPIRATIONAL PROVIDERS are strong in Latin America and South Africa,

Less regional fluctuation in ACTIVE OPTIMISTS and COMFORTABLE MAINSTREAMERS

WORLDLY ACHIEVERS

28%

CULTURALLY CURIOUS

11% ACTIVE OPTIMISTS 15%

CONNECTED ENTHUSIASTS 16%

ASPIRATIONAL PROVIDERS 14% COMFORTABLE

MAINSTREAMERS 18%

SEGMENT REGIONAL PRESENCE

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• WORLDLY ACHIEVERS are proportionally higher in emerging markets as are

CONNECTED ENTHUSIASTS

• CULTURALLY CURIOUS are a developed market phenomenon

• ASPIRATIONAL PROVIDERS are strong in LatAm and S. Africa, Spain/Italy and some parts

of less developed Asia

• Less regional fluctuation in ACTIVE OPTIMISTS and COMFORTABLE MAINSTREAMERS

Base: GWI Segmentation – regional averages are un-weighted . So not reflective of market size. High Asia = higher internet penetration and gdp – Low Asia the opposite

Australia

Asia

WA

CC

AO

CE

AP

CM

LO

W

20%

6%

19%

19%

18%

18%

HIGH

20%

8%

14%

17%

8%

33%

INDI

A

29%

5%

15%

18%

14%

20%

CHINA

46%

4%

10%

16%

6%

18%

WA 15%

CC 25%

AO 11%

CE 16%

AP 13%

CM 20%

Middle East & S Africa

WA 23% 13%

CC 5% 13%

AO 17% 21%

CE 23% 18%

AP 18% 24%

CM 15% 11%

WA 18% 28%

CC 21% 18%

AO 20% 15%

CE 13% 16%

AP 13% 14%

CM 15% 19%

Europe & Russia

Latin America

WA 24%

CC 10%

AO 11%

CE 12%

AP 33%

CM 11%

WORLDLY ACHIEVERS 16%

CULTURALLY CURIOUS 20%

ACTIVE OPTIMISTS 17%

CONNECTED ENTHUSIASTS 14%

ASPIRATIONAL PROVIDERS 15%

COMFORTABLE MAINSTREAMERS 19%

North America

THE SEGMENTS BBC.COM AND WORLD NEWS

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AFFLUENT

43% in top 25%

income bracket

v’s 30% average

for all segments

84% value

reporting that

shows the global

impact of events v’s

67% for all

segments.

64% University

educated v’s

51% for all

segments.

73.3% rate the

BBC 8/10 or higher

versus 45.9% for all

segments.

CULTURALLY CURIOUS AND WORLDLY ACHIEVERS WHO WATCH/VIEW THE BBC MONTHLY V’S GLOBAL AVERAGE FOR ALL SEGMENTS

Source data.

WORLDLY ACHIEVERS

CULTURALLY CURIOUS

TWO CORE BBC SEGMENTS

SHARING KEY ATTRIBUTES

60% watch/view

the BBC

monthly v’s52%

for all segments.

WORLDLY EDUCATED HIGH AFFINITY

WITH THE BBC

84The segmentation identified 6 global personas all of whom are present across the BBC (over

half the global online population watch/view the BBC monthly). However 2 segments, Worldly

Achievers and Culturally Curious particularly over indexed for their affinity with the BBC, their

familiarity with the BBC and their use of the BBC. It is these core segments made up of two

distinct groups that form the greatest sales opportunity for bbc.com and World News.

HIGH USE OF THE

BBC

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Educated, affluent and career orientated, Worldly

Achievers are engaged with everything around them.

Motivated and with a global outlook, they are

prolific consumers, always the first with new

technology and very brand conscious. They enjoy

being informed and being able to share their insight

with their personal and professional circles. Trusting

the BBC more than any other segment they are the

most frequent viewers across all platforms.

WORLDLY ACHIEVERS

CULTURALLY CURIOUS

BRAND CONSCIOUS, PROLIFIC CONSUMERS WORLDLY, EXPERIENCE SEEKERS

Educated, older and outward looking the

Culturally Curious segment are more than twice

as likely than any other segment to say they are

interested in other countries and cultures. Driven

by a desire to develop new skills and a willingness

to pay for experiences, they favour travel and

exploration and have a strong interest in arts and

culture. They are the segment most likely to be

aware of the BBC and have the most favourable

overall brand impression.

BUT WITH DISTINCTLY DIFFERENT

OUTLOOKS AND VALUES

Biggest segment by volume globally

(28%) and the primary segment found

on the BBC.

Smallest segment globally (11%) found in

disproportionately high numbers on the

BBC.

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THEIR ATTITUDES

• 76% say they tend to buy the premium version of products

• 80% agree they are very brand conscious

• 76% agree having the latest technological products is very

important

• 65% say they are proactive about investing money

• 59% tend to buy brands they see advertised

• 78% regularly inform family and friends about new products

and services They are also keen to

share their opinions,

with 78% regularly

informing friends and

family on new products

and services.

SIZE

28% WORLDLY ACHIEVERS

• WILLING TO PAY FOR QUALITY

• BRAND CONSCIOUS

• TECH SAVVY

• INVESTORS

• INFLUENCED BY ADVERTISING

• OPINION LEADERS

MALE 59% (vs. 56% avg)

(vs. 51% avg)

60% 25-44

THE CONTENT THEY ARE INTERESTED IN AND THEIR ATTITUDES TO MEDIA

Worldly Achievers over indexed for interests in the following areas;

This group is less reliant on ‘old’ media, instead favouring mobile and tablet devices for their consumption, they are

happy to share content via social media., TV still plays a role in their life with many watching it for inspiration.

News and

current affairs.

Sport. Cars and

motoring

Travel. Business and

finance

Science and

technology

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THEIR ATTITUDES

• 98% say they are interested in other countries and cultures

• 69% would rather spend money on a unique experience

• 2 x as likely to have purchased a holiday abroad online

• 31% purchased travel products in the past month

• 85% Would like to explore the world

• 70% rate the BBC as 8/10 or higher V’S 58.7% for CNN

• Over index for purchases of e-readers and tablets

They are also keen to

share their opinions,

with 78% regularly

informing friends and

family on new products

and services.

• AVID TRAVELLERS

• WILLING TO PAY FOR

EXPERIENCES

• TECH COMPETENT

• RATE THE BBC CONSIDERABLY

MORE HIGHLY THAN CNN

THE CONTENT THEY ARE INTERESTED IN AND THEIR ATTITUDES TO MEDIA

Culturally Curious over indexed for interests in the following areas;

News and

current affairs.

Travel Culture and

arts

Wildlife and

nature

Documentaries

and factual

History

SIZE

11% CULTURALLY CURIOUS

FEMALE 55% (vs. 44% avg) (vs. 21% avg)

32% 45-64

This group is less interested in new technology and tend to be selective in the type of content they view online.

Their digital access is predominantly through desktop.

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WORLDLY ACHIEVERS

CULTURALLY CURIOUS

WORLDLY ACHIEVERS OVER INDEX ON; CULTURALLY CURIOUS OVER INDEX ON;

WHERE TO FIND THEM

These two segments over index across the BBC in general but based upon their stated interests and data from the

BOSS online survey it is possible to see specific areas of bbc.com where the individual segments particularly over index

e.g. Worldly Achievers on Sport. This starts to build a rich audience picture for advertisers and is the pre-curser for

more detailed targeting based upon the segments.