iProspect & DANDUNKIN’ DONUTS2017MEDIA STRATEGY
AGENDA2017 CONTENT CALENDARCONSUMER ATTITUDESAUDIENCE INSIGHTSABOUT US
AUDIENCE INSIGHTS
UNDERSTANDING THE TARGET CONSUMERURBAN YOUNG DEMOGRAPHIC•15-34yrs old•51% Female 49% Male •86% tier 1-3 cities• Consumers think of themselves as being mainly confident, seeking enjoyment in life.• Sports (Yoga/Fitness/Swimming etc.) and travelare their most popular leisure activities.• They enjoy shopping and spend a significant part of their income on fashion and outing.Source: CCS 2016 Wave 2 Survey
THEIR MEDIA CONSUMPTIONSource: CCS 2016 Wave 2 Survey•OOH , TV and PC internet maintain similar media penetration and much higher than other media.•Cinema , Mobile internet and Magazine with higher affinity.0 20 40 60 80 100 120 140 0%10%20%30%40%50%60%70%80%90%OOHTVPC InternetMobile InternetNewspaperMagazineRadioCinemaPenetrationAffinity
MOBILE IS THEIR MAJOR MEDIA TOUCHPOINT…Source: CCS 2016 Wave 2 Survey•Desktop PC and mobile have highest usage.•However Tablet enjoys a much higher affinity.Device selection when internet access0%10%20%30%40%50%60%70%80%050100150200250300350PCMobileLaptopTabletCoverageAffinity
TO SOCIALIZE AND GET GENERAL INFORMATIONSource: CCS 2016 Wave 2 Survey39%32%IMGeneral browsingSearchVideo25%16%
TYPES OF SITES THEY VISIT MORE OFTENSource: CCS 2016 Wave 2 Survey•Portal, Search, News and Video sites have high penetration to build up mass coverage.•SOCIAL, however, has the highest affinity to generate deeper understanding.The most use website categories in the past 7 daysAffinity 126Affinity 128Affinity 130Affinity 134Affinity 125Affinity 130Affinity 125Affinity 126Affinity 1250.0%20.0%40.0%60.0%80.0%100.0%FinanceTravel InformationFashionSNSShoppingInternet VideoNewsSearchPortal
AND CHINESE SPENDING BEHAVIOUR IS HEAVILY SOCIALSource: Capgemini, 201614%14%19%29%44%14%20%16%17%33%22%30%19%9%1%17%18%19%9%6%16%6%17%25%2%16%12%10%11%14%Social digital shoppersDigital shopaholicsRational online shoppersValue seekersOccasional online shoppersTechno-shy shoppersA view of digital shopper segments by countryRational factors like price less important than for global peers
SOCIAL IS MOST TRUSTED MEDIA FOR CONSUMERS Source: KPMG, Feb 2016Top 10 Information channels among digital buyers in China ages 18-5017%20%20%21%27%33%35%36%38%39%Key opinion leadersCelebritiesTraditional mediaOnline displayOfficial brand newsOnline media platformBrand's official sitesEcommerce websites like …Friends/word-of-mouthUser reviews in social …
INFLUENCE ON CONSUMER PURCHASE DECISIONSource: PWC, Feb 20168%15%21%23%27%28%34%Talking with others about brands I likeSharing or "liking" certain brandsWatching videos of certain brandsWriting comments for certain brandsLooking at certain brands and reading others' …Getting to know unfamiliar but interesting brandsFollowing the brands I likePwC Study: Which of the following statements matches your behavior on social media?68%of social media users have used social...
