Consumer Behaviour and Advertizing Trends US Consumer Packaged Goods Industry

Ashutosh Tyagi Chief Marketing & Strategy Officer ‘Think As Consumer’ Website: www.thinkasconsumer.com

Consumer Trends

Higher Involvement with Brands at Home

Growing Concern for Environment Safety

Demand for Transparency

Recession has forced billions to retreat to home, causing an increase in time spent on entertainment and food at home. This is resulting into high involvement with the brands.

Consumers are expecting brands to engage more with ecologically sustainable activities. Brands with value in creating new, environmentally beneficial life will resonate well with consumers

Brands must pro-actively show and prove that they have nothing to hide. Consumers are demanding that brands should go beyond unsubstantiated statements on 'values' or 'culture' and present real, unambiguous and clear evidence, or statements about actual results.

Consumer Trends

Increasing Role of Mobile Devices in Life

More and more brands with turn to mobile application for service delivery. For e.g. there are already more than 13000 health applications on apple store

Demand from Brands to Add Value Using Data Mining

Responsible brands to demand Contribution from Consumers

Consumers will look to their mobile devices to maximize absolutely every moment. Hectic, urban lifestyles mean that even small available time will be spent on mobile devices for content, connection, consumption or simply for fun.

Now, increasingly savvy consumers will start to seek owning and make the most of their lifestyle data, and turning to brands that use this data to proactively offer customers help and advice on how to improve their behavior and/ or save money.

Brands that are embarking on the much-needed journey towards a more sustainable and socially-responsible future will demand that their customers also contribute, and in doing so earn the respect of even the most hyper-demanding of consumers.

Mobile Driven Service Delivery

Advertizing Trends • Internet is the fastest growing medium by some distance. It grew 16.4% over the

course of 2012, and is expected to grow at an average of 16% annual growth for 2013 to 2015.

• Desktop Internet advertising continues to grow more rapidly than any of the other traditional media, even though mobile costs are substantially lower. 8% growth in desktop ad spend in 2013 and 2014, and 7% in 2015 is forecast.

• Display is the fastest-growing sub-category, with 20% annual growth, due to the rapid rise of online video and social media advertising, which are growing at 25% and 33% a year respectively.

• Paid search is forecast to grow at an average rate of 15% a year to 2015, driven by continued innovation from the search engines

• Mobile advertising has now taken off, and is forecast to account for 37% of all growth in ad expenditure this year, and 31% in 2014.

• Mobile advertising is still relatively small, expected to total US$14.3b worldwide this year, or 2.8% of total ad expenditure, but it is growing extremely rapidly.

Advertizing Trends

• Television’s share of global ad spend has stabilized, after growing slowly but surely for most of the last three decades. Television accounted for 36% in 2000 and 39% in 2010. Television’s market share is expected to peak in 2013 at 40.1%, before falling back marginally to 39.5% in 2015.

• Online classified has been subdued since the downturn in 2009. It is expected to show an average annual growth of just 4% for the next four years.

Digital Media Spends on CPG

The CPG industry, along with sellers of other consumer products, have grown their digital spending at a somewhat faster rate than the retail or financial services industries, though they remain relative laggards in terms of online spend. Just 8.3% of total digital spending this year will come from CPG firms. Unlike retail and direct response marketers, CPG advertisers are focused on branding efforts: 62% of digital spending will go toward banner ads, rich media, sponsorships and video,

Future Outlook On Key Advertizing Platforms

• Mobile platform will kill the display ads, just as the Internet killed the newspaper ads. The shift from desktop to mobile is absolutely as big as the shift from brick-and-mortar to online.

• In the past two and a half years, global mobile traffic has jumped from 1% to 10% of total Internet traffic, according to the latest.

• Gamification is a major emerging trend. As games engage consumers much more than any other media, brands are looking at creating their games to buold strong bond with consumers.

• Games in the future are expected to crush all other media and to emerge as the strongest medium to build brands.

For any support or more information, you could contact: Ashutosh Tyagi Chief Marketing & Strategy Officer ‘Think As Consumer’ Website: www.thinkasconsumer.com Email: ashutosh@thinkasconsumer.com Mobile: +91 9818328050

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