The Reach Usage Patterns of Digital Marketing Among The Global Youth

PROJECT REPORT ON
THE REACH AND USAGE PATTERNS OF DIGITAL

MARKETING AMONG THE GLOBAL YOUTH
SUBMITTED BY
CRYSTAL DSOUZA
MICHELLE FERNANDES
FRANKLIN FERNANDES
M.M.S. SEMESTER II
ACADEMIC YEAR 2012-2013
PROJECT GUIDE
DR. PANKAJ NATU
SUBMITTED TO
DON BOSCO INSTITUTE OF
TECHNOLOGY - MMS
5TH APRIL, 2013

DATE OF SUBMISSION:
1
THE REACH AND USAGE PATTERNS OF DIGITAL MARKETING AMONG THE GLOBAL YOUTH
DECLARATION
WE, CRYSTAL
DSOUZA,
MICHELLE
FERNANDES
&
FRANKLIN FERNANDES, STUDENTS OF DON BOSCO INSTITUTE

OF TECHNOLOGY-MMS, STUDYING IN M.M.S. SEM-II HEREBY
DECLARE THAT WE HAVE COMPLETED THIS PROJECT ON THE
REACH AND USAGE PATTERNS OF DIGITAL MARKETING
AMONG THE GLOBAL YOUTH DURING THE ACADEMIC
YEAR 2012-2013. THE INFORMATION SUBMITTED IS TRUE AND
ORIGINAL TO THE BEST OF OUR KNOWLEDGE.
DATE: 5TH APRIL 2013

PLACE: MUMBAI
CRYSTAL DSOUZA
MICHELLE FERNANDES
FRANKLIN FERNANDES
2
CERTIFICATE
I, DR. PANKAJ NATU, HEREBY DECLARE THAT CRYSTAL

DSOUZA, MICHELLE FERNANDES & FRANKLIN
FERNANDES OF DON BOSCO INSTITUTE OF TECHNOLOGY
MMS, STUDYING IN M.M.S. SEM II HAVE COMPLETED
THEIR PROJECT ON THE REACH AND USAGE PATTERNS
OF DIGITAL MARKETING AMONG THE GLOBAL
YOUTH DURING THE ACADEMIC YEAR 2012-2013. THE
INFORMATION SUBMITTED IS TRUE AND ORIGINAL TO
THE BEST OF MY KNOWLEDGE.
DR. PANKAJ NATU

SIGN OF PROJECT GUIDE
3
TABLE OF CONTENTS
ACKNOWLEDGEMENT
EXECUTIVE SUMMARY
DIGITAL MARKETING : AN INTRODUCTION
THE GLOBAL SCENARIO
THE INDIAN STORY
12
RESEARCH METHODOLOGY
14
Objectives
Hypotheses
Background Of The Problem
Scope
Research Instruments
Sampling
THE ANALYSIS
18
FINDINGS & RECOMMENDATIONS
28
CONCLUSION
30
BIBLIOGRAPHY
31
APPENDIX
32
4
ACKNOWLEDGEMENT
This project would have not been possible without the tremendous support and
assistance of a number of people to who we are eternally grateful.
Firstly, we would like to thank our mentor, Dr. Pankaj Natu, for bearing with our
ambitious plans for the project and then gearing us towards a better way in which we
could do our project. His assistance has been much appreciated.
Secondly, we would like to thank Mr. Gaurav Jhamb, Executive, Google India for
his valuable inputs regarding the Digital Marketing Universe and the time taken out to
talk to us is much appreciated.
In the end, we would like to thank our family and friends for being ever encouraging
and supporting throughout the project.
5
EXECUTIVE SUMMARY
Digital Marketing is a phenomenon which is changing the playing field. While most people
on Social Media like Facebook and Twitter, Digital Marketing is much broader. Its the use of the
internet to help build brand leverage and reach out to customers wherever they are, whenever they
want and for whatever they want.
With the growth of Smartphones and Tablets, Marketers use the Digital Marketing tools like
social media, email, mobile, SEO, Blogs, etc to reach out to the customer and involve him in the
buying process. Our research shows that more than 56% of respondents are always connected
through their smartphones or Tablets. In the last two years, the cost of entry level smartphones has
decreased by 135%. The number of mobile web users has risen from 70 mn to 132 mn between 2011
and 2012.
The Mobile Application Market in India grew by almost 125% during 2011-12. Almost 77%
people in India have up to 30 Apps on their smartphone. The most downloaded Apps are for Instant
Messaging, Social Networking, and Gaming & Music. Women use Social Networking Apps (48%)
as compared to Men (38%)
The age group of 18-24 years are the majority who download and use Instant Messaging and
Social Networking Apps. 58% of the people surveyed know that the Apps used will benefit their
lives and 48% like being in tune with the latest applications.
In spite of this, TV still remains the media channel which has the greatest reach when
compared with the print media and internet on the computer and internet on the wireless device. The
majority of people are irritated with advertisements and barely notice them. Hence, there is a need to
find innovative ways to get the message across and increase the reach.
Finally, with all the impacts of digital technology, most people are still unclear about the
effect such mobile functionality has on our lives. However, there is a need to be more responsible
and use technology in a useful and safe way.
6
DIGITAL MARKETING: AN
INTRODUCTION
Almost overnight, the Internets gone from a technical wonder to a business must
There was a time when life was simpler. Ones relationship with people was stronger yet
limited in scope. Businesses followed a certain type of strategy for a considerable period of time and
were relatively successful. Brands survived for decades. Marketers focused on building brand
awareness, mainly through TV campaigns. While some energy went into tactics farther down the
line, the thinking was that awareness was a tide that lifted all boats. The consumer wasnt in a
position to demand the service he felt he deserved. It was all about Making It Simple Yet
Significant. The future of the world was predictable. And then, the internet arrived.
The world grew smaller. Globalisation grew stronger. It became possible to connect with
people across the globe at the click of a button. Companies started looking at international markets to
increase both, market share and sales. Consumers started gaining more importance and the entire
scope of Marketing from the companys orientation was overturned. The view of Marketers about
brand awareness was broken because 60% of TV viewers are surfing the Internet while they watch,
so the action that a TV ad is most likely to elicit is not a trip to the store, but an Internet search. And
such data was collected long after the immediate advertisement was made. With digital marketing,
these limitations disappear.
Digital Marketing is the new media to market a brand/product/organisation and so on.
Though there are a lot of activities that can be done, but digital marketing these days relies on the
internet. It is used as a promotional tool/place to retrieve information to educate the public. Creating
an online identity for a brand helps increase the brand image and awareness. And it facilitates in
reaching a wider target audience with efficiency.
Today's empowered and connected customers have the brand in their hands and they share
their views. Following are the top 6 factors impacting marketing:
Fig (1): Factors Affecting
Marketing
7
Laptops, smartphones, and tablets have allowed users to bring the web with them wherever
they have cellphone reception or Wi-Fi (even on buses, trains, and airplanes!). The current
generation of videogame consoles (Xbox 360, Playstation 3, Wii), Blu-ray players, and TVs now
come with seamless internet integration, which will help get internet media, such as YouTube, off of
small laptops and tablets and onto much larger displays. These tech marvels are continuing to change
the way that people interact with and absorb media and information. This, in turn, has opened the
floodgates of new and innovative advertising and marketing strategies.
Following are some possible trends to be seen with respect to promotion by Marketers 1:
A greater number of advertisements on the web & fewer on Televisions and non-digital
media
Advertisements that know Who we are (e.g. Facebook and Google ads linked to profiles or
email addresses)
Advertisements that know Where we are ( e.g. GPS and other location services)
Ad-subsidized products that are cheaper (e.g. free iPhone apps and cheaper Kindles)
The marketing world, in large part, can be split into two camps. The traditionalists believe
that nothing has really changed except the tools. Digital advocates, on the other hand, are sure that
the realm of communication has changed so completely that the old rules have lost relevance. The
actual answer lies between these two extremes 2.
In contrast to the old model, where marketers strove to come up with a big idea which they
could promote with massive ad spending on TV, now marketers need to create pervasive brand
experiences that keep consumers engaged even after they have made the sale.
To succeed in this new environment, marketers need to move away from one-way
communication and towards a true value exchange, where consumers interact with the brand
continuously because they are getting more than just a slogan, but an experience that transcends the
product itself.
8
THE GLOBAL SCENARIO

100 Million Households worldwide own at least one connected TV. 50 % of the worlds
population own smart phones, 19% own tablets and almost 80% multitask on these devices while
watching TV. And this is just the nascent stage. By 2016, there will be 10 Billion mobile connected
devices, almost exceeding the global population of 7.3 billion people. With such numbers in play, it
is of supreme importance to reach out to this category of digitalized people.
Fig 2 : The Connected Consumer

Fig.2 describes the current global scenario of the 'connected consumer'. The time spent on
digital media like smartphones, Tablets, Kindles, Playstations, etc has increased tremendously.
According to our research, almost 56% of our respondents are always connected through the
different digital devices they use.
9
With businesses looking for growth in stagnant economies their gaze turns to digital not just in
their home markets, which are becoming more mature and saturated, but they see digital as the
obvious route to international expansion and growth. Brand building and differentiation are the top
reasons for digital marketing, followed by customer communication and assessment of customer
satisfaction of a product, according to a survey of 250 firms with over $500-million in annual
revenue by Gartner 3.
Media consumption has evolved due to increased internet access, the narrowing of the age gap
in usage across platforms, and the way geography influences media orientation. By understanding
that these seismic shifts reflect an evolving balance of cross -platform media usage, marketers and
advertisers can better craft their marketing mix and appeal to more diverse audiences.
Social media has grown by 238% between 2009 and 2012. 42% of adults in a survey
conducted by Scarborough agreed that the internet is their main source of entertainment. 14% of
adults think social media is important for them to show support of their favourite companies and
brands. In fact, in our research, the most time spent by people after instant messaging apps like
Whatsapp is Social Media like Facebook and Twitter
Fig 3: The digital media

trends in USA
As Fig 3 shows, this

trend is now being
observed in many
developed countries and is
slowly spreading to almost
all emerging countries.
10
Another key aspect we have taken into consideration is the Advertising on the digital media. As Don
Draper from Mad Men notes, Advertising is based on one thing, happiness. And you know what
happiness is? Happiness is the smell of a new car. Its freedom from fear. Its a billboard on the side
of the road that screams reassurance that whatever you are doing is okay. You are okay While
traditional media helps bring about resonance of the brand with the increased exposure to digital
devices, it is important to tap customers at each and every point of contact.
Fig 4: The Changing Face Of

Advertising
As seen in the alongside

figure, the digital environment is
increasingly
importance.
being
With
given
traditional
marketing channels unable to get

the same level of involvement
from
the
marketing
audience,
takes
up
digital
where
traditional marketing falls out.
In our research, a relationship between the time spent with respect to the different media channels
was compared, and it was found that, in spite of the high connectivity with mobiles, TV still retains
the greatest reach, followed with a marginal difference with time spent on the Internet.
11
THE INDIAN STORY

As over 150 million Indians surf the internet, Indian marketers are losing sleep in their
attempts to catch them young, in their mid-life crisis or even after hanging up their boots. The
challenge is immense. From the $5bn Indian advertising industry, $90m goes to digital marketing 4.
And, this digital share is poised to grow larger every year and slated to become 30 percent of the
total market by 2015. Marketers need to keep their finger on the pulse of the consumer and try to
understand what will be the next big idea to engage them.
Todays consumer is both everywhere and nowhere and his/her attention is divided between
multiple screens and platforms. Marketers like to speak about TV, desktop and mobile as three
screens, but adding tablet into the mix as the fourth screen will be a wise move to reach those
fragmented souls who are always on the target list as the elusive on-the-go customer. In terms of
platform, consumers are watching more and more content, but that viewing is dispersed across
different outlets, from cable TV, online streaming and video on demand, to Podcasts and webinars.
Although some western markets are going through the cord cutting phenomena, the Indian
market is going through what is called as a cord extension phase, where consumers are adding
broadband, mobile, DTH, DVR and IPTV connections over their existing cable TV. The mantra of
content everywhere and anywhere, on any device and any screen, has played its role in helping to
fragment consumption, which in turn has made it necessary for marketers to shift both strategy and
focus if they that want to keep up with their audiences.
Fig 5: Mobile Users in India
12
An Ericsson research 5 identifies that the near future will see residents of India using
smartphones as the primary means of internet access rather than broadband or fixed line connections.
Indians consumers access the internet through their smartphones at least once a week. Following are
some key trends as identified in the Indian market:
The usability, functionality and a fast internet connection are a few of the main reasons
why consumers are adopting smartphones and apps so quickly.
Apps are seen by users as tools that make them independent. They serve as a guiding light
to complete any given task. Thats why there is a certain amount of loyalty and emotional
connection that Indians have to particular apps that they use.
Many first time smartphones users are unable to separate the concept of apps from their
smartphones. For them, apps are the reason why they purchased their smartphone in the
first place!
Indians use apps that particularly help them to strengthen their identity or enhance their
mobile browsing experience.
Games and social media apps remain increasingly popular for Indian smartphone users,
with a special interest in downloading wallpapers, screen savers and other such media.
This make Indians stand out in their smartphone usage.
68 % of new users spent at least 50 % of their time online on their smartphones. Android
users in India spent almost 3 times of their time on apps
The bottom line of all these reports is that Indians are consuming more content, more Internet
and more mobile services that ever before. With banking, shopping, medical services, entertainment
and social interaction made easily available on smartphones with a tap, theres no reason why
Indians should not subscribe to the anywhere-anytime policy.
Another reason why many Indians in the 40+ age category are adapting to preloaded
smartphones is because it doesnt even require basic computer literacy. Its all self guided and self
intuitive. And with Android smartphones as cheap as Rs. 6,000 flooding the market, it help paves the
way for a digital age.
13
RESEARCH METHODOLOGY
Step 1
Define the Problem/Research Objective:
Key Research Objective: To study the reach and usage patterns of the global youth with respect to
digital marketing.
Secondary Research Objectives
To understand the exposure of the audience with regard to digital device exposure
To draw a correlation between usage patterns and time spent on the device
To understand the relationship between Applications used and the time spent on the
device
To understand the degree of exposure of advertising with the audience
To study the exposure of the audience with regards to the media channels
To study the involvement of audience with respect to usage of digital media
Hypotheses of the Study
The occupation of a person and his ability to purchase a digital device is independent
The gender of a person and the time spent on the digital device is independent.
The occupation of a person and the purchase of Applications are independent. .
The most amount of time spent on devices is for gaming
People mainly operate through their device for work and entertainment needs
Television is the most preferred medium of communication
People welcome advertisements on their device
Digital Technology will harm human relationships.
14
Scope:
Unit of Analysis: Individuals.
Time boundaries: 1st January 2013 15th March 2013
Step 2
Determine the Nature of the Topic:
The project is an exploratory research. The main aim of this project is to understand the awareness
of the youth towards digital media as well as study the effectiveness of advertising done on these
digital devices. The research is qualitative as well as quantitative in nature. A survey/Questionnaire
has been used to gather information for the study and trends have been sourced from various sites on
the World Wide Web.
Step 3
Develop the Research Plan Data Sources & Research Instruments
Primary data has been gathered for the research project. A questionnaire (see Appendix) has been
formed to help aid in research. It has been given to an audience between the ages of 13-40 years. It is
assumed that these set of people have access to digital devices and are relatively tech savvy
Step 4
Collect the information & Analyse the same
A total of 200 respondents have been recorded. There is a balance of male and female respondents.
Since this is a youth oriented survey, the majority of the respondents are from the age group of 20-26
years of age. The data has been analysed suitably and the Chi Square Test has been used to study
dependence between variables.
15
Background of the Problem:

1. Unit of Analysis:
People
Since our topic is an exploratory research, which is concerned with identifying the awareness and
exposure of the youth to digital marketing and the effectiveness of promotion on it, we have reached
out to a tech savvy, informed youth from different parts of the world that is in possession of any
digital device.
2. Characteristics of interest:
Our project is focused on the Awareness and usage patterns of the global youth. Thus, our main areas
of interest are the amount of time they spend on the device, their usage patterns and also an inkling
of an e-commerce angle which is a necessary part in order to close an online sale.
3. Environmental Conditions:
The people approached for this project are ordinary residents of countries across the world, falling in
the age category of 18- 30 years of age. It has been assumed that they are knowledgeable about the
digital devices they use, spend a limited amount of time on it and have been exposed to
advertisements on any channel of media.
Scope:
Digital Marketing is a growing field, yet is unknown territory for many a person. This project aims at
shedding light on the recent usage of the youth to the efforts made by the Marketers. By
understanding the usage patterns and awareness levels, companies can be able to change their
strategies and target their potential customers much better. In case, their presence has already being
felt, they can identify better ways to retain the attention of the audience and convert them into being
loyal customers.
16
Research Instruments & Procedures

The following instruments would be used:
Questionnaire for Sample Survey
Sampling Size & Methods

Population
The population comprises of a person who is exposed to digital marketing and are reasonably tech
savvy.
Sampling Frame
The sampling frame comprises of individuals who reside across the globe and fall within the age
group of 13- 45 years of age. They mostly possess at least one digital device.
Sample Size
200 respondents
Sampling Methods
The sampling methods used are snowball sampling and judgement sampling and random sampling.
Method of Analysis
The method of analysis used has been Observations, Graphical Representations & Chi Square
Test. The questions have been formed using the Likert Scale, Multiple Choice Questions and
Open Ended Questions. Suitable inferences have been understood from the responses given and
are shown in the data below.
17
THE ANALYSIS
"Indias rapidly growing mobile user base presents marketers and businesses with an opportunity
to improve the precision with which they reach out to the new Indian consumer. Today, younger
Indians for instance, prefer texting and chat over voice communications and understanding this
behavior better can define data consumption and customer acquisition strategies for operators and
handset providers" said Farshad Family, MD Media, Nielsen India.
India shows tremendous potential for the hooks of Digital Marketing to sink in. With a tech savvy
population, rising disposable incomes and an improvement in the telecom infrastructure, all makes
the possession of digital devices easy and increases the scope of digital marketing as it provides more
interfaces for the Marketer to come into contact with customers.
The respondents are
Ages & Country Of Residence

R
e
s
p
o
n
d
e
n
t
s
13-19
20-26
27-33
34-40
40 onwards
mostly falling in the age

category of 20-26 years of
age irrespective of
140
120
100
80
60
40
20
0
country as the survey is

aimed at finding the
awareness and usage of
the global youth. Almost
1/4th of the respondents
India
Foreign
Country & Ages
are from countries other

than India.
Exhibit 1: Ages & Country Of Residence Of Respondents
Exhibit 2 as seen below shows the occupation break up with respect to gender. A majority of both
female and male respondents are students. With this project being focused primarily on the youth,
Strategies to reach out to students can prove to be a benefit to the company if they are planned and
executed well. Students, relatively, have more time to spend than a working person and hence have
more of a leisure time to explore different avenues and try new things.
18
Gender & Occupation

160
140
120
100
80
60
40
20
0
Female
Male
Student
Self
Employed
Employed
Other
Occupation
Exhibit 2: Gender & Occupation Of Respondents
After the basic profiling of the audience

has been seen, we will know identify
relationships between two or more
variables. Figure 6 alongside shows the
ownership of digital devices as seen by the
respondents. Smartphones are the main
digital devices used to keep in connect
with friends, family and work.
In Exhibit 3 as seen below, the Hypothesis was derived.

H0: The occupation of a person and his ability to purchase a digital device is independent
H1: The occupation of a person and his ability to purchase a digital device is dependent.
On doing a Chi Square Analysis 8, it is seen that the table value (15.5) exceeds the calculated value
(13.16), thus we Accept H0. .
19
The above analysis shows that usage of devices doesn't fully depend upon earning pattern. Students
own all the devices more than Employed and self-employed class of society
Occupation & Ownership of Digital Devices
Number Of Respondents
Student
39
Self Employed
13
5
Employed
5
4
10
22
24
12
36
18
Tablet
40
Smartphone
CellPhone
Game
Console
Kindle/IPod
Digital Devices
Exhibit 3: Relationship Between Occupation And Ownership Of Digital Devices
The time spent on a device is an important factor which has been considered by us in order to
identify the usage of the respondent. Exhibit 4 as shown below has the following Hypothesis:
H0: The gender of a person and the time spent on the digital device is independent.
H1: The gender of a person and time spent on the digital device is dependent.
The research shows that respondents are always connected through their gadgets, irrespective of
males and females; the usage pattern doesn't changes for smartphones/cellphones.
20
Gender & Time Spent On Device

Number of Respondents
120
100
80
60
40
Female
20
Male
Time Spent On Device
Exhibit 4: Gender & Time Spent On Device
Figure 7 below shows the breakup of the usage patterns of the respondents with respect to the
Applications used. Text Messaging (Including Instant Messaging) is the most used application.
Check Emails
132
66%
Text Messaging
174
87%
Calls
157
79%
91
46%
Browsing
119
60%
Reading
56
28%
121
61%
47
24%
4%
Gaming
Social Networking
Internet TV and Video
Other
21
However, in a research conducted by Nielsen, Users spent more time on entertainment and internet
based content as compared to voice calling and text messages. The average Smartphone user spends
2.5 hours a day using their phones with 72% of their time spent on activities such as gaming,
entertainment, apps and internet related content. Only 28% of their time is now used for voice calls
and text messaging.
Key Findings by Nielsen Informate Mobile Insights
Smartphone users in India are using their phones for more than 2.5 hrs per day, of which
communication (calls, SMS, emails) accounts for only 28% of usage
Younger Smartphone users (15-25 yr olds) spend more than 3 hrs per day on their phones
and spend 60% of the time on entertainment & browsing e.g., gaming, surfing the net and
multimedia
68% of 15-24 year olds used a chat app last month as compared to 42% for the 31+ year olds;
This can be proven with the help of the following graphs. Social Networking and Instant Messaging
are the most common used.
Figure 7: Social Networking
Figure 8: Gaming
Figure 9: Instant Messaging
22
Exhibit 5 as shown below has the following Hypothesis:

H0: The occupation of a person and the non purchase of Applications are independent. .
H1: The occupation of a person and the non purchase of Applications are dependent
The research shows that respondents dont really purchase Apps if theyre Students. Reasons like
Not Having A Credit Card, Getting an App from another source all contribute to non purchase.
Students dont have the purchasing power to buy Apps and mostly use Free Apps or atmost Trial
versions.
Occupation & Reasons For Non-Purchase

Of Apps
Student
7
21
Self Employed
5
Employed
3
2
5
8
3
2
31
51
17
16
13
8
Happy with Online sec. No credit

Another No device
current
card
Cource
version
Reasons For Non Purchase Of Apps
Other
Exhibit 5: Occupation And Reasons For Non Purchase Of Apps
23
In the Exhibit 6 as shown below, it is seen that the majority of Apps purchased are as by Students
and these are specifically Apps which entertain, like Games, and Apps which help to organise and
schedule things which are most useful by students.
Comparison of occupation &

purchase of apps
Student
Self Employed
14
13
Employed
2
7
8
37
47
13
10
Organise
2
Entertain
Connected
Not Bought
Reasons For Purchase Of Apps
Exhibit 6: Comparison Of Occupation & Purchase Of Apps
As seen in the Exhibit 7 below, the category of Apps purchased has been showed. As seen Instant
Messaging is the top favourite, with Apps like Whatsapp being the most popular App. Following this
is the Gaming Category wherein Temple Run is the most downloaded App. A full list of Apps
purchased by Respondents has been shown in the Appendix22 . An upcoming trend which can be
seen is that of SoLoMo (SOcial,LOcal,MObile) which are basically Apps used to check in and
help in identifying the places most frequented by the customer.
24
Category Of Apps Purchased

Sport News
6%
1%
Health
1%
SoLoMo
3%
Music
7%
Photography
7%
Books
2%
Games
24%
Productivity
13%
Social
Media
IM/ Phone
28%
Exhibit 7: Category of Apps Most Purchased
Exhibit 8 as seen below deals with Advertising Exposure with respect to different media
channels. It can be seen that Televison still rules the roost when it comes to exposure to Ads. The
criteria given is time spent on the media channel. When the most number of time, it helps the
Advertisement to reach the audience due to exposure . However, the next category is the internet on
the computer which is a signal for a change in the Marketing Communications in the future.
25
Advertising Exposure
Television
Print
Internet on Computer/Laptop
Internet on Wireless
38
43
49
39
32
37
75
47
46
51
51
27
22
26
40
60
52
31
9
25
Time Spent On The Medium
Exhibit 7: Advertising Exposure

However, even though the Internet has received a number of votes, it doesnt mean that the
customers welcome such advertisements. As our research shows, most respondents term it as a
Constant Irritation as seen in Exhibit 8. Thus, there is a need for Advertisements to be catchy yet
not unwelcome and this a challenge to be accepted.
Common Perception on Advertisement

Range Of Acceptance By Customers
79
50
50
9
7
1
Exhibit 8: Perception Of Advertising

26
One of the most important questions our group has asked has to do with the the constant use of these
digital devices and the opinions of our respondents with regards to the future. There is a close race
between people and most feel it can go either way, but it depends on the person.
Mobile Functionality And The

Future
Depends on
person to
person
16%
Yes
38%
Maybe
11%
No
35%
Exhibit 10: Mobile Functionality & The Future

The following research by EURO RSCG WORLDWIDE 6 helps shed a bit more light to this
fact. We are entering the post-technology era - an age in which digital tools have become so infused
into our daily lives that they cease to offer
meaning beyond their utilitarian functions.
Widespread dissatisfaction with the direction
in which society is moving (socially,
economically, politically, environmentally) is
leading people to question whether we can
put the brakes on our current dizzying rate of
"progress" and find a better , healthier, more
satisfying way in which to move forward.
While only 10% of the population
think digital technology is making life on
planet earth worse right now, 42% think it's
too soon to tell whether technology as a
whole will make life better or worse
27
FINDINGS AND RECOMMENDATIONS
The figure above helps in summing up the entire gamut of activities as taken up by an individual..
The average youth uses Instant Messaging Apps like Whatsapp the most , followed by Gaming
Apps. He is exposed to a variety of multi-media devices and has the urge to be connected with the
outside world. While on one hand, the use of technology is beneficial and has helped life get easier,
on the other side of the spectrum, is the danger that people will become less social and live in an
isolated virtual world and forget the natural way of life
The following are some of the trends which have been derived from the study 7:
There is growing evidence that consumers dont want to manage and maintain presences
across all the platforms and networks available. Its just too much effort, too many logins to
remember, too many profiles to try and reconcile etc. So perhaps most will settle on only a
couple. In such cases, it becomes increasingly important for marketers to reach people
effectively.
28
The technology to deliver the enterprise with digital at its core is here now. The main
challenges are around leading and marshalling the talent and innovative culture needed to
make it a reality.
There is a need to deliver outstanding customer experience across all channels and touch
points. They should be personalised intelligently, relevantly, responsively, in real time. The
customer journey should be seamless across channels and each should play to its strengths.
Use Native Advertising (Native ads are those formats designed for a specific platform and
which only exist on the platform: iAds, promoted tweets, Facebook ads, Adwords in Google
search, Foursquare etc) in the best possible way to get ones message across to the consumer.
Integration across all marketing channels , digital or traditional, in order to give the
consumer a delightful, consistent message.
Aim to create digital services that are self-aware and personalised to the point that, for the
customer, they just seem to magically know what they want and make things generally easier
and more enjoyable.
These trends may seem difficult in theory but its through the integration of these ideas that one can
help deliver a successful digital campaign to the consumer and build on the awareness which has
been generated through the use of digital marketing.
29
CONCLUSION
Digital Marketing is a phenomenon which is changing the playing field. While most people on Social
Media like Facebook and Twitter, Digital Marketing is much broader. Its the use of the internet to
help build brand leverage and reach out to customers wherever they are, whenever they want and for
whatever they want.
With the growth of Smartphones and Tablets, Marketers use the Digital Marketing tools like social
media, email, mobile, SEO, Blogs, etc to reach out to the customer and involve him in the buying
process. Our research shows that more than 56% of respondents are always connected through their
smartphones or Tablets. In the last two years, the cost of entry level smartphones has decreased by
135%. The number of mobile wev users has risen from 70mn to 132 mn between 2011 and 2012.
The Mobile Application Market in India grew by almost 125% during 2011-12. Almost 77% people
in India have up to 30 Apps on their smartphone. The most downloaded Apps are for Instant
Messaging, Social Networking, Gaming & Music. Women use Social Networking Apps (48%) as
compared to Men (38%)
The age group of 18-24 years are the majority who download and use Instant Mesaging and Social
Networking Apps. 58% of the people surveyed know that the Apps used will benefit their lives and
48% like being in tune with the latest applications.
In spite of this, TV still remains the media channel which has the greatest reach when compared with
the print media and internet on the computer and internet on the wireless device. The majority of
people are irritated with advertisements and barely notice them. Hence, there is a need to find
innovative ways to get the message across and increase the reach.
Finally, with all the impacts of digital technology, most people are still unclear about the effect such
mobile functionality has on our lives. However, there is a need to be more responsible and use
technology in a useful and safe way.
30
BIBLIOGRAPHY
The following references were used for the project:
www.tumblr.com
http://www.nasdaq.com/article/mad-men-20-advertising-in-the-digital-agecm84528#.UV5JYpNTCSo
http://www.forbes.com/sites/gregsatell/2013/02/01/what-makes-digital-marketing-fundamentallydifferent/
http://articles.economictimes.indiatimes.com/2013-03-22/news/37936942_1_mobile-applicationssocial-media-revenue
http://www.next15.com/2013/02/04/digital-marketing-trends-2013-perspective-from-india/
http://trak.in/tags/business/2012/04/20/indians-buy-smartphones-apps-faster-internet-access-report/
www.brightcove.com/futureproof
http://digitalmarketingtrendseo.blogspot.in/
http://spotlightideas.co.uk/?p=2810
http://trak.in/tags/business/2012/09/05/airtel-smartphone-growth/
http://www.nielsen.com/in/en/news-insights/press-room/2011/indian-smartphone-users.html
http://econsultancy.com/in/blog/61806-17-digital-marketing-and-ecommerce-trends-for-2013-byeconsultancy-ceo-ashley-friedlein
31
APPENDIX
ANNEXURE I QUESTIONNAIRE
A Digital Marketing Awareness Survey

A Market Survey to Find Out the Awareness of Digital Media and Its Reach among the Youth
1. Your Name*
2. Do you own /use either of the following?*

Tablet (e.g. I pad/ Galaxy)
Smartphone
Cell phone
Game Consoles (PSP, Nintendo)
Any other wireless device (Kindle, IPod, etc)
I
I don't own any as such.

Other:
3. I am*
Male
Female
4. What is the average time you may spend accessing any of the above mentioned
devices? *
I am always connected and on the go
During hours of Work/Study
Between 3-5 hours
For 1-2 hours
Just use it for basic messaging and calling
32
5. Which of the following do you access the most on your device?

Rate "1" for least use and "5" for most use
1
Social Networking Apps like

Face book, Twitter, LinkedIn, etc
Newspaper Apps like NY Times,

TOI, ET, etc
Newspaper Apps like NY Times,

TOI, ET, etc
Sport related Apps like ESPN,

Live Score, Fantasy Football etc
Photography Apps like

Instagram, Vintique, Camera, etc.
Blogging Apps like Word press,

Tumblr,etc.
Music related applications
Reading Applications like

Kindle, Wattpad, I books, etc...
Watching Internet TV, Videos

and News Online, etc
Gaming Apps like Temple Run,

Angry Birds, Word Games,
Simulation Games, etc
6. Have you bought Apps online? This includes free apps but not the "for trial" Apps. If No,
please enumerate why.
If yes, go to the Next Question
I'm happy with my current free/ trial version
I have concerns about Online Security
I don't have a Credit Card and I hence, I can't purchase Apps
I would rather download an App from another source and use it on my device
I dont have a device which supports such Apps
33
Other:
7. What are the reasons for buying the full "Apps online? This includes free and full
Apps
I purchase Apps which help in organizing my schedule and make work easier
I purchase Apps which entertain me (Games, Music, etc.)
I purchase Apps which help me stay connected with my friends and colleagues
Other:
8. Which was the last App bought for your device?

Please cite the last 2 Apps purchased
9. How do you feel about advertisement done on your device?

Rate "1" for least receptive and "5" for most receptive
1
It is a constant irritation
4 5
I wholly welcome it
10. How receptive would you be if a certain application sends alerts about content or a
product specific to your interests?
Rate "1" for least receptive and "5" for most receptive
1 2 3 4
I try to block these alerts
5
I try to activate alerts for the same
34
11. Rate the following on perceived advertising Exposure/ Effectiveness *

Rate "1" for being least time spent with and "5" for most time spent with
1
Television
Print (Newspapers, Magazines)
Internet on Computer/ Laptop
Internet on Wireless Device
12. Which was the last advertisement you remember on your device?
Enumerate at least 2
13. Do you see yourself depending completely on your device for all your required work
and entertainment needs? *
I mostly operate all activities from my Device
I balance it between my Device and Computer
I only use my device to call and text, and access my computer for most other
Needs
Other:
35
14. Do you feel that increasing mobile functionality will harm future generations, and in
turn cause a time when people will try to get back to a simpler, less connected way of
life? *
Please Comment
15. Your Age *
Less than 13
13-19
20-26
27-33
34-40
40 onwards
16. Occupation *
Student
Employed
Self-Employed
Other:
17. Country of residence *
36
References Used:
1. http://www.nasdaq.com/article/mad-men-20-advertising-in-the-digital-agecm84528#.UV5JYpNTCSo
2. http://www.forbes.com/sites/gregsatell/2013/02/01/what-makes-digital-marketing-fundamentallydifferent
3. http://articles.economictimes.indiatimes.com/2013-03-22/news/37936942_1_mobile-applicationssocial-media-revenue
4. http://www.next15.com/2013/02/04/digital-marketing-trends-2013-perspective-from-india/
5. http://trak.in/tags/business/2012/04/20/indians-buy-smartphones-apps-faster-internet-accessreport/
6. http://www.prosumer-report.com/blog/
7. http://econsultancy.com/in/blog/61806-17-digital-marketing-and-ecommerce-trends-for-2013-byeconsultancy-ceo-ashley-friedlein
37
Chi Square Analysis

1. The occupation of a person and his ability to purchase a digital device is independent
Gender
Male
Female
Always
Connected
58
54
112
Work/Study
3-5 hrs
1-2 hrs
Basic
Total
7
4
11
17
20
37
11
6
17
7
16
23
Expected
56
56
5.5
5.5
18.5
18.5
8.5
8.5
11.5
11.5
2
-2
1.5
-1.5
-1.5
1.5
2.5
-2.5
-4.5
4.5
4
4
2.25
2.25
2.25
2.25
6.25
6.25
20.25
20.25
0.071428571
0.071428571
0.409090909
0.409090909
0.121621622
0.121621622
0.735294118
0.735294118
100
100
200
1.760869565 3.098305
1.760869565 3.098305
6.19661
9.48
Accept H0
38
2. The gender of a person and the time spent on the digital device is independent
Tablet
Student
Self
Employed
Employed
18
Smartphone
40
CellPhone
36
Game Console
22
Kindle/IPod
24
Total
140
3
8
29
12
39
91
5
13
54
4
5
31
5
10
39
29
75
244
Expected
16.63934426
3.446721311
8.913934426
52.21311475
10.81557377
27.97131148
30.98360656
6.418032787
16.59836066
17.78688525
3.68442623
9.528688525
22.37704918
4.635245902
11.98770492
Accept HO
15.5
O-E
1.360656 -12.2131 5.016393 4.213115 1.622951
-0.44672 1.184426 -1.41803 0.315574 0.364754
-0.91393 11.02869 -3.59836 -4.52869
-1.9877
O-E square
1.851384 149.1602 25.1642 17.75034 2.633969
0.19956 1.402865 2.010817 0.099587 0.133046
0.835276 121.632 12.9482 20.50902 3.950971
(o-e)
0.111265 2.856757 0.812178 0.997945 0.117709 sq/E
0.057898 0.129708 0.313307 0.027029 0.028703
0.093705 4.348454 0.780089 2.152344 0.329585
13.15668
39
3. The occupation of a person and the non purchase of Applications are independent
Self
Employed
Employed
Total
Student
Happy with current
version
Online sec.
No credit card
Another Cource
No device
Other
Total
51
31
16
13
17
8
136
5
3
2
3
1
2
16
21
7
5
4
3
8
48
77
41
23
20
21
18
200
52.36
27.88
15.64
13.6
14.28
12.24
6.16
3.28
1.84
1.6
1.68
1.44
18.48
9.84
5.52
4.8
5.04
4.32
77
41
23
20
21
18
-1.36
3.12
0.36
-0.6
2.72
-4.24
-1.16
-0.28
0.16
1.4
-0.68
0.56
2.52
-2.84
-0.52
-0.8
-2.04
3.68
1.8496
9.7344
0.1296
0.36
7.3984
17.9776
1.3456
0.0784
0.0256
1.96
0.4624
0.3136
6.3504
8.0656
0.2704
0.64
4.1616
13.5424
0.035324675
0.349153515
0.008286445
0.026470588
0.518095238
1.46875817
0.218442
0.023902
0.013913
1.225
0.275238
0.217778
0.343636
0.819675
0.048986
0.133333
0.825714
3.134815
Expected
O-E
O-E ^2
O-E^2/E
9.686521
18.3
40
41

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PROJECT REPORT ON

THE REACH AND USAGE PATTERNS OF DIGITAL

5TH APRIL, 2013

FRANKLIN FERNANDES, STUDENTS OF DON BOSCO INSTITUTE

DATE: 5TH APRIL 2013

I, DR. PANKAJ NATU, HEREBY DECLARE THAT CRYSTAL

DR. PANKAJ NATU

DIGITAL MARKETING : AN INTRODUCTION

THE GLOBAL SCENARIO

THE INDIAN STORY

FINDINGS & RECOMMENDATIONS

THE GLOBAL SCENARIO

Fig 2 : The Connected Consumer

Fig 3: The digital media

As Fig 3 shows, this

Fig 4: The Changing Face Of

As seen in the alongside

marketing channels unable to get

traditional marketing falls out.

THE INDIAN STORY

Fig 5: Mobile Users in India

Background of the Problem:

Research Instruments & Procedures

Sampling Size & Methods

Ages & Country Of Residence

mostly falling in the age

country as the survey is

are from countries other

Exhibit 1: Ages & Country Of Residence Of Respondents

Gender & Occupation

Exhibit 2: Gender & Occupation Of Respondents

After the basic profiling of the audience

In Exhibit 3 as seen below, the Hypothesis was derived.

Occupation & Ownership of Digital Devices

Exhibit 3: Relationship Between Occupation And Ownership Of Digital Devices

Gender & Time Spent On Device

Time Spent On Device

Exhibit 4: Gender & Time Spent On Device

Figure 7: Social Networking

Figure 9: Instant Messaging

Exhibit 5 as shown below has the following Hypothesis:

Occupation & Reasons For Non-Purchase

Happy with Online sec. No credit

Exhibit 5: Occupation And Reasons For Non Purchase Of Apps

Comparison of occupation &

Reasons For Purchase Of Apps

Exhibit 6: Comparison Of Occupation & Purchase Of Apps

Category Of Apps Purchased

Exhibit 7: Category of Apps Most Purchased

Time Spent On The Medium

Exhibit 7: Advertising Exposure

Common Perception on Advertisement

Exhibit 8: Perception Of Advertising

Mobile Functionality And The

Exhibit 10: Mobile Functionality & The Future

FINDINGS AND RECOMMENDATIONS

A Digital Marketing Awareness Survey

2. Do you own /use either of the following?*