The four personas of the connected consumer: UK and China by Laura Pizzoferrato

Not all markets are the same, nor are individuals. TNS took a comparative look at the four personas of the connected consumer in the UK and China for our 2014 Connected Life campaign, showing that getting to know your audience is imperative. Connected Life 2014 explored how technology is transforming the lives of consumers across the planet. Covering over 55,000 regular internet users in 50 markets around the world, Connected Life offers essential insight into the impact of the growing digital ecosystem on the media landscape. It uncovers new and exciting opportunities for marketers to connect with their consumers in this increasingly complex environment.