Decoding Digital Needs: In Search of the Hub Consumers

Ana Patrícia Sequeira
TNS Research International, Brazil

Trixie Cartwright
TNS Latin America

INTRODUCTION

With the increasing importance of the Internet in everyday life more and more brands are using the Internet to connect with consumers, highlighting a growing need to understand the factors that contribute towards successful digital interactions.

This research was set up in order to explore the digital involvement of Internet users, through identifying the type of activities carried out online and the intensity of Internet use. Furthermore a deeper understanding of consumer needs in the digital world can be used to generate insights to assist brands with using online media more effectively.

Are the needs of the consumers in the digital world different from their needs in their everyday life? To what extent do digital campaigns impact the desires of consumers or trigger a response?