Digital advertising is in the spotlight. We’ve all been challenged to defend it, while also simultaneously seeing investment in the channel grow given its strong performance.
From its impact on consumers to its effectiveness for brands, debate has swirled over the past year over digital’s role in today’s landscape and where it will fit in tomorrow’s world.
To understand the current landscape – and to ask the questions that we all have about digital advertising – a working group across Core was established to investigate how connected Irish consumers are, and what they want from brands across digital in the future. The process started in early 2018.
We wanted to move away from the assumptions we make, to clearer conclusions. Only then can we work together to answer that question – ‘Am I doing the right thing?’
Led by Core Research, a quantitative study was conducted in November 2018 to examine how technology is influencing people’s every day behaviours. We have called the research the Connected Behaviour Map.
To begin, we looked at how connected our households are, focusing on the devices and digital services that we have access to in our homes. From there, we then asked people how often and frequently they use digital and technology across 54 different activities in 9 categories – and whether or not they want more technology or less to help with these tasks in the future.
Using this information and additional insight and consumer feedback, the Connected Behaviour Map was created to illustrate the current role of digital in Irish consumer’s daily activities, what role it will play in the future and what impact this will have for our client brands and your consumers. In addition, we tested people’s attitudes towards brands, challenging assumptions and turning them into a clear state of play in the digital space with regards to hard truths and refreshing opportunities.
So what does it all add up to?
Well, we feel there are three key ‘levers’ that can be reviewed to optimise our approach. The Media, the Message and the Experience. Rather than looking at any of them in isolation, or focusing only on one or two of them, we are missing out.
We know this because 1 in 5 people are currently dissatisfied. And we need to win back these consumers by making a commitment to optimise our approach. We will share a series of ‘resolutions’ we can all make to improve what we are doing collectively so that the event is not just something we are saying, but something we are acting upon.
Launched at our inaugural #CoreConnected event, we will be continuing the discussion around our research and study over the next number of weeks. Stay tuned to our Core Twitter feed and we’ll update you on when new content is going live.
Until then, here are some of our key findings:
1. Three in four behaviours are now digitally influenced behaviours.
2. Grocery shopping was the activity with the lowest level of tech use.
3. Banking was the activity with the highest level of tech use.
4. Three in five people did not want to use more or less tech, but instead the same amount.
When we spoke with people who are connected online about 54 behaviours, one activity led the way in terms of technology usage – personal banking. In the past, checking your bank balance, paying bills and transferring large sums of money involved a trip to the bank and often was a complex task. Today, we can simply open a laptop or app and manage our personal finances.
The banking sector has invested in user experience, which has driven a high level of tech usage and a demand for further tech innovation into the future. Our Connected Behaviour Map data highlights how digital banking has allowed us to stay connected to our finances.
Frequency of Banking
One in three connected bank customers claim to check their personal banking every day, with a further 44% doing so every week. In the past checking your bank balance would have meant walking to an ATM, however thanks to mobile apps and websites this need state can be responded to instantaneously. It is not surprising that 60% of bank customers told us they “always use technology to do their banking” with a further 25% saying they “use technology a lot to do their banking.”
Use of Technology in Banking
Less than 15% of the connected customer is using little to no tech, with the majority of customers fully experienced in using technology to help them banking. As a result, they expect more useful features in the future. Only 3% of customers would like less technology to help them with checking their bank balance or managing their finances. With such a high level of tech use already, it is no surprise that 57% do not want a change in the use of technology, while 40% of customers want more technology to help them with their personal banking.
There is little doubt that the expectations on banking is for a greater digital experience – customers engage in this activity frequently, are currently using digital a lot and are expecting more digital solutions into the future.
1,000 Irish internet users, representative of Irish adults were surveyed online in November 2018 about 54 behaviours.