Global TGI

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Global TGI

• Local Pictures
• for a
• Global View

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Stay tuned. . .Whats coming up

• Global TGI Background
• The data behind it all
• Teens Media Habits
• International comparisons
• Global SEL
• Socio-economic differences and similarities
• Health Zones
• A global segmentation of health and fitness
  attitudes

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Global TGI Background

• The Data Inside

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TGI Countries
Norway
Canada
Russia

Sweden
Poland
Kazakhstan
N. Ireland Rep of Ireland
GB
Czech Rep
Slovakia
Germany
Hungary
Ukraine
France
Slovenia
Japan
USA
Romania
Croatia
Spain
China
Italy
Bulgaria
Turkey
Greece
Serbia
Iran
Taiwan
Israel
Hong Kong
Saudi Arabia
Mexico
India
Puerto Rico
Thailand
Nigeria
Philippines
Malaysia
Venezuela
Colombia
Singapore
Ecuador
Brazil
Indonesia
South Africa
Peru
Chile
Australia
Argentina
New Zealand
51 countries in 11 regions 600,000
respondents each year
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Global TGI Background

• Single-source studies offering
• Demographics
• Media
• Product and service categories
• Products brands
• Services brands
• Attitudes and opinions
• Lifestyles and activities
• Global SEL

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Global TGI Background

• The same consistent approach around the world
• Global quality standards
• Annual releases multiple waves
• Representative samples of up to 70,000 annual
  interviews
• Comparability between countries and regions

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Teens Media Habits

• International Comparisons

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Teen Media Consumption (Hours/Week)
Hours per week
Base Teens (15-17 yr olds 12-17 yr olds Mexico
Brazil) Source Global TGI 2003 TGI India 2001
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Radio Penetration Listeners/month

Base Total population, Teens (15-17 yrs old
12-17 yrs old Mexico Brazil), 18-34 Source
Global TGI 2003 TGI India 2001
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Magazine Penetration Readers/month

Base Total population, Teens (15-17 yrs old
12-17 yrs old Mexico Brazil), 18-34 Source
Global TGI 2003 TGI India 2001
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Newspaper Penetration Readers/month

Base Total population, Teens (15-17 yrs old
12-17 yrs old Mexico Brazil), 18-34 Source
Global TGI 2003 TGI India 2001
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Internet Penetration Users/month

Base Total population, Teens (15-17 yrs old
12-17 yrs old Mexico Brazil), 18-34 Source
Global TGI 2003 TGI India 2001
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Teens Internet Trends (Mean Hours/Week)
Hours per week
Base Teens (15-17 yrs old 12-17 yrs old Mexico
Brazil) Source Global TGI 2003 TGI India 2001
and TGI Saudi Arabia 2003 excluded
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Teens and Music

Base Total population, Teens (15-17 yrs old
12-17 yrs old Mexico Brazil), 18-34 Source
Global TGI 2003 TGI India 2001
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Teens and other activities

Base Total population, Teens (15-17 yrs old
12-17 yrs old Mexico Brazil), 18-34 Source
Global TGI 2003 TGI India 2001
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Development of a Global Social-EconomicClassific
ation System

• Andrea Dinning, KMR

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Social-Economic Levels
How does the social-economic status of brand
users in Brazil and Great Britain compare?
My brand users are high SES in Poland. How does
that translate to the USA?
Does my brand attract the same type of
consumer in different countries, in terms of
SES?
Should I target the same social-economic groups
in each country?
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Social-Economic Levels

• provide an understanding of
• consumer potential to spend
• and
• the social context in which this potential is
  held

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Social-Economic Levels

• income provides measure of spending power alone
• income does not account for social influences

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Social-Economic Levels

• hierarchical
• ranking individuals or households on their
  relative standing within society
• position within hierarchy is generally
  determined by access to resources
• education
• employment
• consumer durables

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Local Regional SEL

• systems exist around the world
• approach varies by country and/or region
• local measures reflect local environment
• universally consistent approach needed
• in addition to local and regional measure

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Point-Scoring System

• University Degree (Bachelors)
• Car in household
• Personal computer at home
• Dishwasher
• Washing machine
• Video cassette recorder (VCR)
• Video camera/ Camcorder
• Cellular phone owner
• Internet user
• Credit card holder
• Air travel in the last 12 months
• Compact Disc (CD) player
• Satellite/ Cable/ Digital TV

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How is Global SEL derived?
The population in each database is divided into 4
levels
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20
30
40
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Practical Applications
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McDonalds
Social-Economic profile of those who have visited
McDonalds in the last 3 months
South Africa
Germany
Great Britain
Sweden
Japan
China
India
Venezuela
Russia
USA
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McDonalds
Social-Economic profile of those who have visited
McDonalds in the last 3 months
127
119
110
206
112
148
121
110
164
104
116
109
108
99
98
57
78
87
45
96
South Africa
Germany
Great Britain
Sweden
Japan
316
264
108
152
237
121
201
109
134
109
126
104
96
112
123
42
56
90
62
57
China
India
Venezuela
Russia
USA
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McDonalds
Social-Economic profile of those who have visited
McDonalds in the last 3 months
South Africa
Germany
Great Britain
Sweden
Japan
China
India
Venezuela
Russia
USA
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Conclusion

• A robust and reliable global social-economic
  classification system
• allows direct comparison of consumer potential
  and social context across countries
• provides improved understanding of brand users,
  media consumers, and general lifestyle
• powerful insight for use in marketing decisions
• cannot replace the local system but

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Health ZonesHealth Segmentation
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(No Transcript)
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Segmentation

• TGI data from 15 countries
• 26 variables
• Factor analysis (8 factors)
• 7 Cluster solution
• Clusters integrated into main TGI database

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Countries

• Argentina
• Brazil
• China
• France
• Great Britain
• Germany
• India
• Italy

• Japan
• Mexico
• Poland
• Russia
• South Africa
• Saudi Arabia
• USA

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Variables

• Attitudes
• I always think of the calories in what I eat
• I think all fast food is junk
• I do some sport/exercise at least once a week
• Because of my busy lifestyle, I dont take care
  of myself as well as I should
• I trust homeopathic medicine
• I am a vegetarian
• I like to treat myself to foods that are not good
  for me
• I try to eat a well-balanced diet
• It is important to be attractive to the opposite
  sex
• It is important to keep young looking
• I am a TV addict

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Variables

• Demographics
• Sex
• Age
• Marital Status
• Presence of children
• Leisure Media
• Number of sports played
• TV viewing

• Product usage
• Fast food
• Reg Carbonated Soft Drinks
• Diet Carbonated Soft Drinks
• Energy Drinks
• Candy
• Chocolate
• Potato Chips

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7 Groups

• Balanced
• Fit Dads
• Compensators
• Deniers
• Disengaged
• Doers
• Indulgers

• 12
• 13
• 9
• 10
• 22
• 20
• 14

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Groups by Country
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1. Balanced

• Women aged 45
• No children at home
• Balanced eaters
• Dont eat snack foods
• Dont exercise
• Light TV viewers Weekly magazine readers Take
  vitamins Use sugar substitutes Drink diet
  sodas Middle-low income

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2. Fit Dads

• Men aged 25-44
• Married with children
• Exercise, play sports
• Eat fast food
• Drink Sports drinks
• Light TV viewers Heavy users of other media
  Beer and Wine drinkers Cigarette smokers Middle
  income

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3. Compensators

• Women aged 35
• Married
• Calorie conscious
• Diet but also treat
• Exercise, play sports
• Heavy/Medium TV viewers Heavy users of other
  media Wine Spirits drinkers Take vitamins
  Use diet control products High income

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4. Deniers

• Parents
• Awareness of health related issues is high
• Not reflected in eating habits
• Light TV viewers Less likely to drink alcohol
  Generally reflect population

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5. Disengaged

• Men aged 35
• Married with younger children
• Dont exercise
• Not interested in health
• Heavy TV viewers Less likely to drink alcohol
  but drink beer when they do Dont eat fast food,
  chocolate, candy

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6. Doers

• Single men
• Aged 15-34
• Exercise, play sport
• Eat fast food
• Drink soda Sports drinks
• Heavy TV viewers Drink alcohol but not much
  drink Spirits when they do

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7. Indulgers

• Women aged 20-44
• Married with children
• Dont exercise
• Busy lifestyle
• Treat themselves
• Important to be young attractive looking
• Heavy magazine readers Drink wine Take
  vitamins Eat fast food, chocolate, candy, chips
  Heavy soda drinkers

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McDonalds Index
Base Total population Source Global TGI
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McDonalds Index
Base Total population Source Global TGI
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McDonalds Index
Base Total population Source Global TGI
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McDonalds Index
Base Total population Source Global TGI
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Findings

• Not healthy vs. unhealthy
• Three components
• healthy eating
• exercise
• weight-watching
• Balance of elements differs within groups
• Strong gender and age bias
• Cultural influence
• Tailored messages are important

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Reaching them

• Many factors at play
• Understand the motivations behind the diet and
  behavior
• Design message to fit target
• Choose relevant means of communication

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Summary
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Global TGI

• Harmonized multi-country data sources provide
  both global and local perspectives
• Allowing an understanding of common themes that
  cross borders, as well as local subtleties that
  are specific to a country or region
• Feeding into accurate tailored approaches to
• identifying targets
• communicating with those targets
• getting the message content right

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Local Pictures for a Global ViewThank you