Digital Trends 2015 Asia vs AU vs US
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DIGITAL TRENDS MICROSOFT ADVERTISING RESEARCH | INDONESIA 2015
Suelyn Howe | Creative Solutions Lead, APAC
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5,504ONLINE CONSUMERS
US
CHINA
INDONESIA
AUSTRALIA
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D T 15
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Source: Microsoft Digital Trends 2015
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Offering an ad I don’t like is SPAM, an ad that Ican use and like is a service.
–Male Local Networker, 40”
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Source: Microsoft Digital Trends 2015
Exchanging Data for Rewards
9 in 10 of ID’s consumers are interested in sharing their online data for rewards, experiences
56%35%
7%2%
Indonesia
Currently/Actively Using
Aware and interested
Aware, not interested
Not aware
27%
35%
28%
10%
China
41%
20%
32%
8%
United States
30%
25%
33%
13%
Australia
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Source: Microsoft Digital Trends 2015
“I am fully aware that
companies can benefit
from the information
captured when I am
online and I know how
to trade it for rewards
from companies in
return.”
39%
31%
57%
33%
United
States
Australia Indonesia China
% of consumers who say
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Source: Microsoft Digital Trends 2015
38%Australia
35%US
47%China
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Source: Microsoft Digital Trends 2015
41%Australia
42%US
75%China
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Source: Microsoft Digital Trends 2015
consumers are much more likely to use a service if they receive discounts,
coupons or deals in exchange for sharing their digital behaviour
Source: Microsoft Digital Trends 2015
61%Australia
65%US
77%China
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Source: Microsoft Digital Trends 2015
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Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
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" Technology is like a giant puzzle. Every time I add a new device, it gets better.
–Male Mainstream, 23
“ ”
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Source: Microsoft Digital Trends 2015
Smart Notifications/Filters
87% of ID’s consumers show interest in better tools to filter content on digital devices and services
39%
48%
7%6%
Indonesia
Currently/Actively Using
Aware and interested
Aware, not interested
Not aware
34%
36%
22%
8%
China
23%
29%27%
21%
United States
17%
29%
24%
30%
Australia
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Source: Microsoft Digital Trends 2015
“How interested are you in
future technology and
services that automatically
filters content/messages so
that you only see or hear
what you really need to at
any one time?”
45% 47%
88% 90%
United
States
Australia Indonesia China
% of consumers who are “very” or
“somewhat” interested
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Source: Microsoft Digital Trends 2015
68%
of ID consumers are happy for brands to track and analyze their data to optimize their shopping or service
experience.
Source: Microsoft Digital Trends 2015
31%Australia
30%US
71%China
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Source: Microsoft Digital Trends 2015
79%
of ID consumers expect brands to know when the right moment to talk
to them is.
Source: Microsoft Digital Trends 2015
42%Australia
35%US
79%China
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Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
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It’s just a way to have interactions from far away…We were playing hide and seek with my Mom [on Skype]…we wouldn’t have if we didn’t have that technology.
– Female Mainstream, 39
“ ”Source: Microsoft Digital Trends 2015
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Source: Microsoft Digital Trends 2015
Virtually Real Experiences
83% of consumers in the ID say they use or are interested in technology that blurs the line between online and offline
35%
48%
6%
10%
Indonesia
Currently/Actively Using
Aware and interested
Aware, not interested
Not aware
24%
38%
26%
13%
China
11%
26%
25%
37%
United States
7%
27%
26%
41%
Australia
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Source: Microsoft Digital Trends 2015
“How interested are you in
digital devices and services
in the future that will allow
you to experience any
place or object online or
offline in the same way?”
50% 49%
87%92%
United
States
Australia Indonesia China
% of consumers who are “very” or
“somewhat” interested
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Source: Microsoft Digital Trends 2015
26%
of ID consumers want digital experiences to enhance some aspects
of their life. 25%Australia
26%US
42%China
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Source: Microsoft Digital Trends 2015
82%
of ID consumers are much more likely to buy products or services that let them
use technology to make shopping more seamless from offline to online.
47%Australia
50%US
81%China
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Source: Microsoft Digital Trends 2015
Gillette campaign on Skype
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Source: Microsoft Digital Trends 2015
ultrahaptics: feel images on your screens
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Source: Microsoft Digital Trends 2015
HoloLens
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Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
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I put a lot of that information out there myself, but the digital me is not a carbon copy of who I am.
–Male Super Sharer, 27
“ ”
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Source: Microsoft Digital Trends 2015
Tools for Managing Digital Information
Awareness for tools to manage digital information is very high in ID
41%
47%
6%6%
Indonesia
Currently/Actively Using
Aware and interested
Aware, not interested
Not aware
36%
31%
25%
9%
China
10%
24%
31%
35%
United States
9%
26%
25%
40%
Australia
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Source: Microsoft Digital Trends 2015
42%
of ID consumers want to be able to choose how long each bit of information
they share online stays there.
Source: Microsoft Digital Trends 2015
47%Australia
46%US
50%China
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Source: Microsoft Digital Trends 2015
83%
of ID consumers feels that it is important that companies let them delete
information or choose how long their information stays online
Source: Microsoft Digital Trends 2015
76%Australia
76%US
78%China
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Source: Microsoft Digital Trends 2015
85%
of ID consumers expect brands and advertisers to ask for permission before
they use their digital information
Source: Microsoft Digital Trends 2015
78%Australia
78%US
88%China
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We scan the Internet to find your exposed personal information—phone numbers, addresses, birth date, relatives, and more—then we help you take it down. Select the types of information you want removed, and Reputation.com automatically processes opt-outs on your behalf.
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Source: Microsoft Digital Trends 2015
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Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
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It’s just interesting…I get that slump at the same time every day and when I look at my week I am like, ‘Wow, it’s weird!
– Female Self-Quant, 36
“ ”
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Source: Microsoft Digital Trends 2015
“I have never used or
downloaded digital
devices and apps used
to track and measure
daily habits, activities
and performance.”
40%
44%
16%
6%
United
States
Australia Indonesia China
% of consumers who say
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Source: Microsoft Digital Trends 2015
Digital Trackers/Apps
ID’s consumers are highly engaged with personal trackers
33%
49%
9%
10%
Indonesia
Currently/Actively Using
Aware and interested
Aware, not interested
Not aware
45%
22%
27%
6%
China
12%
28%
42%
18%
United States
9%
30%
37%
24%
Australia
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Source: Microsoft Digital Trends 2015
Digital Home
86% of ID’s consumers show interest in connected home and objects
39%
47%
8%6%
Indonesia
Currently/Actively Using
Aware and interested
Aware, not interested
Not aware
30%
32%
30%
9%
China
36%
25%
35%
4%
United States
30%
29%
36%
6%
Australia
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Source: Microsoft Digital Trends 2015
What consumers do with tracking apps and devices (% who say)
I use them to track, download
and analyze data in order to
optimize my habits and
activities and set goals
I use them to track my habits,
activities and performance
but I rarely do anything
with the data
I have downloaded these
apps, but rarely use them
More consumers have yet to do much with data from tracking apps/devices
20%15%
56% 54%
United
States
Australia Indonesia China
21% 19% 20%
33%
United
States
Australia Indonesia China
19%21%
8% 8%
United
States
Australia Indonesia China
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Source: Microsoft Digital Trends 2015
78%
of ID consumers are more likely to interact with a brand when they are using more
specialized digital services that are specific to their interests and needs.
Source: Microsoft Digital Trends 2015
46%Australia
47%US
85%China
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Source: Microsoft Digital Trends 2015
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Source: Microsoft Digital Trends 2015
Strong Cappuccino
Double Espresso
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Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
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I don’t think we serve technology, the technology should serve us…to allow us to do the things we do in life.
– Male Mainstream, 50
“ ”
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Source: Microsoft Digital Trends 2015
Personalized Experiences/Products
4 in 5 of ID’s consumers are aware that devices and services can be more personalized
36%
48%
7%
9%
Indonesia
Currently/Actively Using
Aware and interested
Aware, not interested
Not aware
24%
32%
28%
16%
China
12%
27%
30%
32%
United States
9%
26%
25%
39%
Australia
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Source: Microsoft Digital Trends 2015
“I don't currently have
the skills but want to
learn more about how
to make or adapt my
own digital devices and
services.”
32% 31%
35%
39%
United
States
Australia Indonesia China
% of consumers who say
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Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
46%Australia
48%US
79%China
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Minecraft
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Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
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I know what I’m into, but there might be that one time that you might show me something that I haven’t seen before that I really love…[that’s value].
– Male Gamer, 27
“ ”
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Source: Microsoft Digital Trends 2015
Proactive Recommendations
High awareness of services that provide proactive recommendations
35%
49%
8%
8%
Indonesia
Currently/Actively Using
Aware and interested
Aware, not interested
Not aware
22%
33%
29%
16%
China
17%
25%
33%
26%
United States
11%
27%
31%
31%
Australia
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Source: Microsoft Digital Trends 2015
81%
of ID consumers expect brands to know
and understand them and for their
communications to be personalized,
tailored to their values and preferences.
Source: Microsoft Digital Trends 2015
38%Australia
35%US
87%China
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Source: Microsoft Digital Trends 2015
80%
of ID consumers expect brands to know
them and help them discover new
products or services that fit their needs.
Source: Microsoft Digital Trends 2015
36%Australia
35%US
75%China
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Source: Microsoft Digital Trends 2015
The Record Shop Experience
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Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
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I’m very passionate about music…I can build and share with people in like-minded situations and into the type of music.
–Male Leading Edge, 43
“ ”
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Source: Microsoft Digital Trends 2015
“I use many different
specialized social
networks that are
dedicated to specific
topics or purposes.”12%
9%
37%
47%
United
States
Australia Indonesia China
% of consumers who say
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Source: Microsoft Digital Trends 2015
Specialist Digital Communities
Relatively high engagement in ID with specialized/topic focused communities
42%
41%
10%
7%
Indonesia
Currently/Actively Using
Aware and interested
Aware, not interested
Not aware
35%
30%
28%
8%
China
20%
23%
35%
22%
United States
19%
25%
31%
25%
Australia
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Source: Microsoft Digital Trends 2015
76%
of ID consumers are more likely to connect or interact with a brand through smaller, more personalized digital communities
rather than big social networks
Source: Microsoft Digital Trends 2015
38%Australia
38%US
61%China
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Source: Microsoft Digital Trends 2015
Find what you needFind just the right results from any
source and take action
Stay in the knowDiscover new information tailored to
you from your network
Discover New ConnectionsConnect with the right colleagues
and learn more about their
content.
Office DelvePowered by the Office Graph
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Real time football data
and social chat.
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Chat with Matt Damon
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Source: Microsoft Digital Trends 2015Source: Microsoft Digital Trends 2015
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Source: Microsoft Digital Trends 2015
Facilitate experiences across the digital and
physical to enable more seamless and
engaging interactions
Blurred lines of digital/physical
Source: Microsoft Digital Trends 2015
Managing the online identity Holistic life analytics Temporary social networks
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