Connected consumer dynamics in Sri Lanka

Consumer adoption of technology has transformed marketing in recent years. But despite this transformation, understanding the target audience still remains at the heart of a successful marketing strategy. 

Connected Life, a recent TNS study into the habits of connected Sri Lankans, identified four key consumer trends that highlight the challenges and opportunities for businesses and brands in a digital world.

TNS APAC Director – Digital Zoë Lawrence said: “Whatever the category, business and brands that want to succeed in a connected world need to have an acute understanding of their audiences’ offline and online habits and develop integrated approaches that will support their business goals.” She continues, “This is not about ‘digital marketing’ it is about ‘marketing in a digital world’.

Constantly connected consumers 

Sri Lanka has seen a 52% year on year growth in smartphone penetration in the last two years thanks to affordable smartphones and data packages. People in the country are now more connected to the internet than ever before, and using it at all points throughout the day, for a variety of activities. This is creating many new ‘media moments’ throughout the day, which equate to new opportunities for marketers. 

The opportunities for brands lie in targeting the most relevant moments for the specific brand. By understanding how their target audience is operating online – what they are looking at, the sites and platforms they use and when they are most active – business can ensure that their marketing and advertising is tailored to work for their specific consumer base. For example, one in five connected Sri Lankans (18%) check their mobile before they get out of bed in the morning, which might present an opportunity for a coffee, toothpaste or shower gel brand.

The expanding social universe

Thanks to the rise of smartphones, the social universe in Sri Lanka is expanding fast. Connected Life data shows that 41% of 16-24 year old Sri Lankans are using social platforms daily. Facebook is the favourite platform, with 57% using it daily, whilst instant messaging app Viber has a significant user base. New social media networks and instant messaging platforms are also on the rise, creating a busy and somewhat confusing environment for brands looking to interact with Sri Lankans online. The increasing use of these platforms creates new opportunities for brands to adapt their approach and content to different channels, and interact with consumers in new and exciting ways. However, understanding what platforms your audience is using is crucial.   

Willingness to engage online 

Despite the willingness to interact with friends on social platforms, it’s much harder for brands to develop the same level of engagement. However, Sri Lanka is one of the most engaged markets when it comes to brand interactions, with 58% of 16-24 year olds commenting or sharing brand posts on Facebook. The study shows that consumers are increasingly comfortable interacting with brands and embracing this new type of relationship with them. 

eCommerce awareness

eCommerce is beginning to take hold in Sri Lanka, however it is still early days. 24% of connected Sri Lankans have tried shopped online and only 5% via mobile, highlighting how despite the high numbers of smartphones, barriers are preventing eCommerce from taking off. Connected Life revealed that 41%say that they would be unsure of the product quality were they to buy online, whilst 44%would miss the ‘real experience’ of seeing and touching a product in store. Therefore brands looking to stimulate eCommerce sales need to consider how they tailor the experience to provide a trustworthy and enjoyable shopping environment. Sri Lankans enjoy the experience of shopping in the physical world, so it’s critical that brands and retailers’ digital touchpoints are suited to their habits and needs.  

TNS Lanka Country Manager Mihirani Dissanayake said: “It’s clear that consumer behaviours are changing rapidly due to new technology. Because of this, brands need to change the way they understand consumers, and the way that they interact with them. At TNS, we embed digital into everything that we do – using mobile and social to support our data collection, to applying our understanding of the connected world to the recommendations we bring to our clients. 

“Technology has enabled new electronic data collection methods which have brought benefits to our clients as they facilitate more meaningful interviews and provide more effective data quality control. These methods also enable faster and more granular reporting on consumer behaviours. These real-time updates allow clients to make decisions faster and help them develop the right marketing strategies to grow their business.”