Digital Reputation il processo per definire i parametri dell Ascolto Estratto della presentazione

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1 Digital Reputation il processo per definire i parametri dell Ascolto Estratto della presentazione Leda Riva Web Reputation Specialist TNS Italia Convegno Web Brand Reputation in Banca - Milano, 11 Maggio 2011

2 Agenda: 1. Cenni sul contesto e sui principali trend 2. Relazione online con le marche 3. Digital Reputation - definizione del processo di Ascolto 4. Esempio di ricerca on-off line Appendice / fonti Estratto presentazione TNS 11/5

3 1. Cenni sul contesto e i principali trend 3

4 Uso del Web in Italia Internet Audience Popolazione (.000) Utenti connessi a internet (.000) Utenti attivi nel mese (000) Utenti attivi nel giorno medio (000) Tempo speso nel giorno medio - per persona (h:m) Pagine viste nel giorno medio per persona Feb : Fonte: Audiweb Database, dati febbraio Audiweb powered by Nielsen per fasce d'età Tot. utenti 2-10 anni anni anni anni anni anni > 74 anni* Attivi nel giorno medio (.000) % sugli utenti attivi nel giorno medio 100,0% 1,8% 5,8% 10,4% 20,7% 47,0% 13,9% 0,5% Popolaz. di riferimento (.000) % sulla popolaz. di riferimento 23,4% 5,3% 18,3% 29,4% 33,8% 33,1% 12,6% 3,8% Fonte: Audiweb Database, dati febbraio Audiweb powered by Nielsen - dati su utenti attivi riferiti al giorno medio e sempre maggiore traffico nei social network 4

5 Utenti internet abituali (attivi ultimo mese): occasioni d uso per attività on-line personali L indagine qualitativa preliminare a Digital Life ha identificato 11 categorie a cui ricondurre tutte le attività (escluso ambito professionale) Social Network & comunità on-line Shopping on-line News, sport & meteo Pre-acquisto & ricerca su aziende, prodotti, servizi Pianificazione & organizzazione Intrattenimento Multi-Mediale Amministrazione e finanza personale Interessi personali Formazione, aggiornamento & istruzione Giochi on-line 5

6 Il social networking ha un incidenza d uso quotidiano molto più bassa della posta elettronica. Ha però un utilizzo superiore in termini di ore a settimana Utenti internet abituali per attività personali* * Source: tnsdigitallife vedi dettagli in Appendice I1: Frequency of online activities / I2: hours spent per week - Base: All respondents, n=

7 il possesso di smartphone tra chi dispone di cellulare è in crescita e inizia a essere la norma in molte aree % of mobile users with a Smartphone USA, Canada UK, France, Germany, Belgium, Netherlands, Luxemburg, Austria, Sweden, Norway, Denmark, Finland, Spain, Italy, Portugal, Greece, Turkey, Israel, Russia, Poland, Estonia Japan, South Korea, Hong Kong, Singapore, Australia Indonesia, Vietnam, Thailand, Philippines Malaysia Mexico, Brazil, Argentina Saudi Arabia, UAE, Morocco South Africa, Kenya, Uganda, Tanzania, Nigeria Source: TnsMobileLife vedi dettagli in Appendice A6n: Smartphone penetration Bases: All mobile users

8 Accesso ad Internet: Mobile & icafe hanno maggiore incidenza nell Africa Sub-Sahariana Tempo speso online per punto di accesso PC casa PC lavoro / scuola PC Internet café / friends Mobile EU Nord e Ovest Austria, Belgium, Denmark, Finland, France, Germany, Luxembourg, The Netherlands, Norway, Sweden, UK EU Est e Sud Estonia, Greece, Israel, Italy, Poland, Portugal, Russia, Spain, Turkey India Africa Sub-Sahariana Benin, Cameroon, Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, Uganda Emerging Asia Indonesia, Malaysia, Philippines, Thailand, Vietnam Source: tnsdigitallife vedi dettagli in Appendice S4: Internet access point in last 4 weeks for leisure - Base: All respondents, n=

9 your phone as your wallet? 9

10 Internet e tutta la tecnologia mobile stanno rivoluzionando la vita delle persone, soprattutto nei mercati emergenti Developed Emerging First access to voice communication First access to news FIRST ACCESS TO FINANCIAL SERVICES! First access to internet First access to personal music 10

11 Africa is mobile 54 countries in Africa A population of one billion people 3,000unique ethnic groupings. Over 2,000 different languages spoken ± 30-40% mobile phone users in Africa Around 70% network coverage One of the most youthful marketsin the world 92% (over in 54% SA have are 20 a mobile, years old while or younger) just 17% can access a landline 506 Million cellphones per la maggiorparte degliafricanila 1^ esperienzavia internet avviene via celllulare 11

12 L utilizzo del cellulare va ben oltre la funzionalità primaria il mobile banking si diffonde In Kenya, dove le infrastrutture bancarie sono carenti.. M-PESA processing $400m+ USD of transactions in Kenya...ogni mese! 12

13 Financial access in Kenya jumped from less than 5% in 2006 to over 70% in 2010 (World Bank), on the back of M-Pesa. Nearly 70% of Kenyan households were using M-Pesa in 2009 to send money and even to save money on their mobile phones M-Pesa has been adopted in roughly equal proportions by the banked and the unbanked (was initially targeted at the unbanked) M-Pesa e-float transfers are widely accepted for the payment of goods and services such as electricity bills, personal loans, DSTV bills and even plane tickets Of M-Pesa users, 81% are using it as a savings instrument 13

14 trend Kevin Kelly Screening uno schermo per tutto Interacting dall uso delle dita all uso del corpo Sharing condivisione di contenuti (foto, esperienze, ecc.) Flowing realtime stream Accessing accesso e non possesso Generating The Internet is the world s largest copy machine ; in futuro ci saranno modi semplici e immediati per pagare contenuti difficili da copiare. La personalizzazione Sintesi e traduzione libera, a cura di TNS 14

15 2. Relazione online con le marche 15

16 Il processo d acquisto era. Cliente Media Acquisto/ operatività Passaparola 16

17 poi il percorso è diventato più complesso Siti della aziende Personale di vendita Blogs Acquisto in negozio Motori Video E-tailer Instore Media Acquisto Online Social Network Media Amici& Familiari 17

18 principali attività rispetto alle marche su siti di social media User di Social Media Italia Tiene in considerazione i commenti in fase di pre-acquisto 36% Ha scritto commenti positivi su una marca 29% Ha cercato prodotti/servizi 26% Ha scritto commenti negativi su una marca 19% Ha guardato/cliccato su banner pubblicitari/adv 17% Source: DigitalLife 2010 vedi dettagli in appendice N14: Brand activities on social media Base: Social Networkers

19 Le attività nei siti di social network sono percepite come momento privato. La comunicazione di successo prevede contenuti utili e informativi per l utente, ma anche d intrattenimento/divertenti Average number of friends on social network Average number of brand friends Source: tnsdigitallife 2010 vedi appendice N10: Numero di marche a cui è legato nei suoi siti web social networks Bases: Social networkers / 864

20 è importante un sito Internet aziendale, perché le fonti d informazione non ufficiali hanno un peso consistente Canali informazione online utilizzati da acquirenti online Travel Mobile phone Unofficial sources i.e. blog, forums, independent review Home appliances Audio Visual Financial services Automotive Clothes Cosmetics Cleaning Products Food Official sources i.e. brand website Source : tnsdigitallife OS3: Research sources vedi appendice Bases: All respondents who purchased in category, range from 265 to 279

21 Maggiore apertura alle marche nella fase di pre-acquisto/ informazione: percezione di intrusività specie nelle % actively looking for brands % who find brands intrusive Source : tnsdigitallife 2010 vedi appendice I4: Intrusiveness of brand contact

22 3. Digital Reputation - definizione del processo di Ascolto 22

23 cambiato lo scenario, ma anche il mondo delle ricerche si evolve TNS DigitalLife 2010: indagine multiclient e multicountry(46 paesi interviste, in Italia). Utenti Internet, 16-60enni, che hanno effettuato almeno un accesso per motivi personali nelle ultime 4 settimane TNS MobileLife2011: indagine multicliente multicountry(43 paesi interviste, 500 in Italia). Possessori e non di cellulare (16-60enni) Ricerche ad hoc (off-line) Social Media Research 23

24 cerca con Google Azienda Banca la ricerca con Google produce un numero molto elevato d informazioni Screenshot Venerdì , 10:40 Interfaccia e ricerca in lingua Italiana. il problema I metodi di ricerca e analisi tradizionali da soli non bastano La mole d informazioni è eccessiva: il passaparola online è su larga scala L informazione è a-sistematica L informazione è spontanea e segue le sue logiche è richiesto un nuovo approccio 24

25 Che metodo? Quale approccio? Quale modello interpretativo? Come si affronta il problema di ricerca? Qual è il paradigma?... Si è persa la matrice dati (professore universitario di Sociologia) Digital is about connecting data not just collecting it AND telling stories WPP Digital Investor Meeting, April

26 La formazione della (Digital) Corporate Reputation Esperienza personale On- & Offline Corporate Communication CORPORATE REPUTATION Stakeholder Behaviour Request Information On- & Offline Media Web Social The Public Opinion Measured by TRI*M Corporate Reputation Believe Story Recommend Purchase Apply for Job Buy Stocks Etc. Word-of- Mouth STAKEHOLDERS 26 26

27 Misura e gestione dei fattori rilevanti Own Experience On & Offline Corporate Communication Measured by: On- & Offline Media Media Resonance Analysis The Published Opinion Web Social Media Word-of- Social Media Analysis (Monitoring or Snapshot) Issues / topics, che potrebbero esercitare un impatto sulla public opinion 27 27

28 Misura e gestione dei fattori rilevanti Own Experience Manageable On & Offline Corporate Communication On- & Offline Media The Published Opinion Web Social Media Word-of- NOT Manageable Issues / topics, che potrebbero esercitare un impatto sulla public opinion 28 28

29 In un mondo 'più digitale' l importanza della relazione azienda-stakeholder non è cambiata, ma è più complicata Society Economy Politicians Traditional Media Industry Councils Organisation Financial Analysts Regulators Suppliers Shareholders/ Investors Corporation Control Institutions Business Managers Education institutions Internal Management Employees Unions Competitor Potentially Employees Customers Prospect Opinion leaders NGOs or Advocacy Group Any other relevant Stakeholders General Public Communities illustrative 29 29

30 L Ascolto degli stakeholder richiede più strumenti, canali, tipi di ricerca Qualità percepita Customer Satisfaction Qualità erogata Mistery shopping Opinioni, atteggiamenti, uso clienti dipendenti canali distributivi clienti, non Clienti Clienti Non clienti Internal Service Quality Ascolto della rete Clima interno Rete Call center U&A Concept test ADV test Analisi potenziale ecc. Posizionamento e immagine Reputazione Indagini sociali / area citizenship Employer branding Attrazione talenti Formazione manageriale Formazione tecnicoprofessionale Diversity (culturale, età, genere, ecc.) Genere e accesso a posizioni apicali Flessibilità Work-life-balance Non bancarizzati Accesso al credito Inclusione finanziaria 30

31 4. Esempio di ricerca on-off line 31 31

32 SAY SEE SEEK Shopping and Buying Behavior for Insurance Products Future Role of Agents and Brokers July 7 th, 2010

33 SAY Are agents relevant to your customers? Auto 59% Agent Discussion by Line of Business (n=1,992) Life 6% Home 35% Cymfony mined over 1 year s worth of social and traditional media data and identified approximately 180,000 stories relevant to the insurance industry, including over 100,000 social media posts. Agent Discussion by Carrier Agent Discussion, by Carrier % of All Mentions American Family 6.3% State Farm 6.1% Liberty Mutual 4.4% Allstate 3.7% Mercury 3.6% Stories were analyzed for sentiment and key messages, such as line of business or mentions of agents. Social Media Only, 4/1/2009 5/15/2010 TNS

34 SAY Top Agent sites and the long tail. Agent Discussions, by Site Many of the top volume sites containing agent discussion are focused on niche areas such as motorcycles or photographic equipment, which suggests that agents are still critical to securing these types of supplementary policies. This finding also reveals how social media provides an opportunity to target very specific consumer groups. TNS

35 SAY What are consumers saying about agents? Agent Discussion, by Sentiment (n=304) 33% I probably "should" shop car insurance [response] I should too, but I love my agent so it is worth the extra cost to me. They have gone out of their way to help me on several occasions & I have never had a problem with claims. My agent is great and meets with my family 1 to 2 times a year to go over our policies and make sure we are getting the best rates. 40% 27% Over the last 10 yrs. received repeated, unwarranted pressure from agent to convert from term to whole life, so found another company to do business with that had much better rates. After a mishap that required my car being towed, my agent didn't even know about it. He said that there are two totally different computer systems. Also, homeowners insurance went up $400 a year, yet when I called my agent on it, he miraculously got my rate back down by $ Said it was all "computer generated". Well, if the "computers" are doing so much work, why bother having agents????????" "Agent" Mentions Negative Neutral Positive Social Media Only, 4/1/2009 5/15/2010 TNS

36 SAY Good agents Simplify the claims process Are proactive Maintain relationships across generations Inspire social media testimonials and recommendations My agent was excellent. I filed a claim after I had a accident and I had to make one phone call! My agent talked with the body-shop, setup a rental car, worked with the claim rep, and followed up with me on everything. I literally had to dial my phone one time, he made the rest of the calls! Excellent Company!! "I love, love, love my agent and my service. I had a house fire in Feb. 08 that did quite a number on my truck parked outside. I called XXXX and file my claim immediately. They held my hand and guided me through every step of the claims process. "My agents are great - when my mail was messed up and I didn't get a bill, she called to remind me/take payment, and waived any late fees. Talked to the independent agent that has been working with my parents for as long as I can remember and he set us up on the Travelers policy that has us better insured for about the same as what we were paying at XXXX. "I have XXXX and Kate is my agent. Although I have a feeling they might drop me soon, since I had 2 claims in less then a year. My first claim was way out of ordinary, and I'm sure XXXX could've just told me to f#ck off, but instead they paid the claim and gave me quiet a bit more then the bike was worth. Now with second claim they are not as generous, but still fair. Claims are handled fast too, Kate is always great to deal with and she takes care of the motorcycle community. " Estratto del report/sintesi TNS

37 SAY Bad agents Are too salesy Don t respond to customers XXX agents are not customer advocates or even the first line of customer care. They only exist to take a commission from each check. XXX uses the threat of policy cancellation to enforce petty rules and apparently as a marketing ploy. Disgusting, impersonal service. "The representatives are extremely dishonest and will try to trick you into purchasing new insurance so the agent will make more money. I would not recommend such a dishonest company to anyone. "Was very happy with XXX in Texas. Moved to Oregon and the agents seem to not have time to return my calls regarding questions I have. I don't bother my agent unless I have a question, which is rare, but if they haven't got the time to return calls, I'll find a company that does. Don t understand or honestly explain company policies and coverage Don t have the perceived power to act that customers value Inspire customer attrition "The agents at the location where I started my policy are very unfriendly and somewhat lazy. Its like pulling teeth to get someone to help. " The agent told me many things that never came true - like we are entitled to rent for a year when the company says oh no that's capped at $300. After 22 years, "someone" drove by and said that the ridge line had to be replaced. I did and [they] still canceled my policy. Some company. My agent couldn't do anything about it. We had no support from our local agent who mainly sided with corporate. Our claim was over $100,000 and we have not heard from him in almost a year We switched companies. Estratto del report/sintesi TNS

38 SAY Conclusion Key Issue Insurance Product Consumer Conversation homeowners insurance and niche products such as personal property insurance require an agent s help and expertise Implication Agent development strategies should focus on these low-hanging fruit. Agent Relationship Strong and personal agent relationships help retain customers (even in spite of higher costs). Salesy relationships turn-off customers from agents Agents with a more personal touch build a lot of credibility among their clients Developing agents online presence is critical. Agent Effectiveness Estratto del report/sintesi Consumers reveal strong ties to agents with a perceived power to do something. Agents need to have more power to act and power to coordinate. While agents can retain a sales focus, their incentive structure may require adjustment towards customer satisfaction metrics. TNS

39 SEE Although online insurance shopping/buying continues to grow for auto/home, agents remain strong. Auto / Homeowners Quote Final Purch Next Time Shop 51% 52% 50% 37% 25% 20% 8% 8% 10% 2% 8% 1% 2% 5% 16% 18% 10% 10% Agent Online 800# Employer Association Other (e.g. Mail) Q182. During the past two years by which method(s) did you shop, request a quote, or renew before making the final purchase or renewal decision? Q183. When you made the final purchase or renewed your policy which method did you use for your final purchase transaction? Q184. The next time you shop/obtain quotes for any of the following types of insurance, which method(s) would you use? multiple answer TNS

40 SEE Online shopping for life/annuities is growing rapidly, while employer offering is in decline. Agents remain an important and stable channel. Life Quote Final Purch Next Time Shop 35% 36% 38% 12% 28% 9% 5% 5% 7% 26% 26% 19% 6% 4% 8% 23% 24% 16% Agent Online 800# Employer Association Other (e.g. Mail) Q182. During the past two years by which method(s) did you shop, request a quote, or renew before making the final purchase or renewal decision? Q183. When you made the final purchase or renewed your policy which method did you use for your final purchase transaction? Q184. The next time you shop/obtain quotes for any of the following types of insurance, which method(s) would you use? TNS

41 SEE While reliance on employer offering for health insurance is in rapid decline, agent demand and online are growing. Health Insurance Quote Final Purch Next Time Shop 56% 56% 43% 21% 23% 14% 13% 11% 10% 5% 5% 7% 4% 3% 7% 15% 16% 15% Agent Online 800# Employer Association Other (e.g. Mail) Q182. During the past two years by which method(s) did you shop, request a quote, or renew before making the final purchase or renewal decision? Q183. When you made the final purchase or renewed your policy which method did you use for your final purchase transaction? Q184. The next time you shop/obtain quotes for any of the following types of insurance, which method(s) would you use? TNS

42 SEE Conclusion Key Issue Current Agent Relevancy Survey Findings Stable demand for agents in important segments High level of comfort/confidence Implication Can support complex relationships and products Future Agent Value Agents more important (reduced reliance on employers) Agents need and relationships can last far into the future Potential for holistic agents as multi-discipline consultants Online as en Emerging and complementary channel Estratto del report/sintesi Growing demand for online in all lines of insurance Complementary to agents in many demographic groups Continued development and refinement of online offering is key to growth strategy TNS

43 5. Appendice - Fonti TNS

44 tnsdigitallife Sample Profile & Global Coverage 88% of the global internet population* 46 markets; 48,804 respondents Interviewing June/July markets; respondents; target: accessing the internet for leisure in the last 4 weeks, aged y.o. *; Interviewing June/July 2010 Quotas were applied to the following data points at a country level Age : Gender : Internet Usage : Occupation : Region : Income Data Collection : Online / Offline North America: Canada, USA Europe: Austria, Belgium, Denmark, Estonia, Finland, France, Germany, Greece, Israel, Italy, Luxembourg, Netherlands, Norway, Poland, Portugal, Russia, Spain, Sweden, Turkey, UK, AsiaPacific: Australia, China (Urban Tier 1-3), Hong Kong, India, Indonesia, Japan, Malaysia, Philippines, Saudi Arabia, Singapore, South Korea, Thailand, UAE, Vietnam Latin America & Caribbean:, Argentina, Brazil, Mexico Africa: Egypt, Kenya*, Morocco, Nigeria, South Africa, Tanzania, Uganda *Kenya mixed methodology (offline / online) 44 Population data sourced from Internet World Stats 2009

45 tnsdigitallife Sampling: Total Country Interviews USA:1507 CAN:1000 NAM:2507 LAM:2652 EUROPE:23,017 MEA:6857 ASIA:13771 MEX:900 ARG:649 BRA :1103 GBR:1595 FRA:1001 DEU:1022 BEL:1047 NLD:1015 LUX:1021 AUT:712 SWE:1083 NOR:1008 DNK:3012 FIN:1004 UAE:729 SAU:964 EGY:1072 MAR:280 KEN:811 UGA:501 TZA:500 NGA:1000 ZAF:1000 ESP:971 ITA:1018 PRT:948 GRC:524 TUR:1003 ISR:1007 RUS:1999 POL:998 EST:951 IND:1192 CHN:2023* IDN:1500 THA:985 PHL:1000 MYS:994 VNM:602 KOR:1007 JPN:1514 HKG:948 SGP:1002 AUS: *Urban China (Tier 1 Tier 3 Cities)

46 tnsdigitallife A guide to the Digital Life regions and countries Northern and Western Europe Austria, Belgium, Denmark, Finland, France, Germany, Luxembourg, The Netherlands, Norway, Sweden, UK Southern and Eastern Europe Estonia, Greece, Israel, Italy, Poland, Portugal, Russia, Spain, Turkey, Middle East and North Africa Egypt, Morocco, Saudi Arabia, UAE Emerging Asia Indonesia, Malaysia, Philippines, Thailand, Vietnam North America Canada, USA China China (Tier 1-3 Cities) Latin America Argentina, Brazil, Mexico India India (all tiers) Developed Asia Australia, Hong Kong, Japan, Korea, Singapore, Sub-Saharan Africa Kenya, Nigeria, South Africa, Tanzania, Uganda 46

47 tnsdigitallife A guide to the Digital Life activities Connecting and sharing with others online, uploading pictures to a photo sharing site or internet dating Browsing for things to buy online or offline; e.g. consumer reviews, websites, search engines Personal account. Checking inbox, writing and composing messages Keeping up to date with current affairs, sports, culture and the weather Source general information & learn online. Includes: Googling online encyclopaedias and self educating online etc Specialty websites that help you pursue your personal interests & hobbies or a blog/forum you read or write Planning & organising your life online, including journey planners, using maps services Watching video, listening to music or radio streaming or watching ondemand TV programs Using internet banking, paying or checking your bills, topping up mobile phone/travel cards, doing tax return etc Games you play on or via the Internet, either single-player games or multiplayer games (not via a console) Purchasing online, whether it be groceries, cinema tickets, clothing, gifts, flights or services 47

48 tnsmobilelife Global Telecoms Insights 2011 Combines global coverage and a holistic view on mobile life in order to inform decision making Global Coverage Mobile Life: GTI 2011 covers 42 markets across the globe and has expanded significantly into Africa in Holistic Content The study is the result of over 25,000 hours of interviews with over 34,000 respondents in 42 markets across the globe. It is designed to provide a complete understanding of the end-to-end consumer experience with mobility today, and how this will change tomorrow It informs decision making in 4 key areas: Offer development Crossplatform planning Brand strategy Activation 48

49 tnsmobilelife Global Telecoms Insights 2011 Now into its sixth year, coverage has expanded significantly in Africa 43 markets; 34,433 respondents Regions covered: North America: USA, Canada Europe: UK, France, Germany, Spain, Italy, Netherlands, Sweden, Russia Developed Asia: Australia, Hong Kong, Japan, South Korea, Malaysia, New Zealand, Singapore, Taiwan China: China only India: India only Emerging Asia: Indonesia, Pakistan, Philippines, Thailand, Vietnam Latin America: Argentina, Brazil, Chile, Cost Rica, Guatemala, Mexico Middle-East & North Africa: Morocco, Saudi Arabia, UAE New markets for 2011 Sub-Saharan Africa: Benin, Cameroon, Ghana, Kenya, Nigeria, Senegal, South Africa, Tanzania, Uganda 49

50 tnsmobilelife Global Telecoms Insights 2011 Methodology is designed to give accurate comparisons across markets Representative sampling of the population aged 16 to 60 Mobile phone owners and non-owners Larger sample sizes to provide granularity in key markets (key: market in bold = booster sample applied) Interviewing took place between November 2010 January 2011 Country Methodology Sample Argentina Online / F2F 455 Australia Online 502 Benin F2F 606 Brazil F2F - CLT 1913 Cameroon F2F 610 Canada Online 1013 Chile F2F 429 Costa Rica F2F 500 China F2F 2400 France Online 502 Germany Online 496 Ghana F2F 812 Guatemala F2F 515 Hong Kong Online 501 India F2F 5500 Indonesia F2F 1500 Italy Online 500 Japan Online 500 Kenya F2F 700 Korea Online 500 Malaysia Online 518 Country Methodology Sample Morocco F2F 500 Netherlands Online 512 New Zealand Online 501 Nigeria F2F 1615 Pakistan F2F 500 Philippines F2F 575 Russia F2F - CLT 501 South Africa F2F 500 Saudi Arabia F2F 514 Senegal F2F 500 Singapore Online 500 Spain Online 517 Sweden Online 501 Taiwan Online 502 Tanzania F2F 500 Thailand F2F 500 UAE F2F 502 Uganda F2F 500 UK Online 501 USA Online 1506 Vietnam F2F 575 Mexico F2F

51 tnsmobilelife Global Telecoms Insights 2011 Notes to readers All data is weighted according to the following process: Weights are applied to local data according to local market splits of age and gender. In some locations, further weights have been applied on social grade and regions within countries Global weights are then applied based on the total mobile subscriber base and GDP of each country Where data is compared year-on-year, this only includes markets that have been included across the whole time period with the same methodology Data with no year-on-year comparison includes all respondents Countries included in the emerging markets grouping of TNS Mobile Life are: Tier one emerging markets - S Arabia, UAE, Mexico, Brazil, Argentina, China, Indonesia, S Africa, Chile, Morocco Tier two emerging markets - India, Pakistan, Vietnam, Thailand, Nigeria, Kenya, Philippines, Benin, Cameroon, Ghana, Guatemala & Costa Rica, Senegal, Tanzania, Uganda 51

52 Leda Riva Web Reputation Specialist Finance Sector TNS Italia TNS Italia Via Bolama, 11/ Milano Tel