Vietnam Online Marketing Report 2012 - Cimigo
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Vietnam Online Marketing Report

Vietnam Online Marketing Report
Contact me at : www.nguyenvietduong.wordpress.com

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    Khong biet ban co the share cho minh tai lieu ve bao cao thong tin nguoi dung online marketing 2012 duoc khong vay? Cam on Ban rat nhieu

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Vietnam Online Marketing Report 2012 - Cimigo Presentation Transcript

  • 1. The Voice of the Consumer Part 1.
  • 2. From Cimigo India Hong Kong IndonesiaVietnam ChinaSingapore Philippines Our 300 professionals advise companies that reach 3 billion consumers
  • 3. Our services fall into two areas 1. Consulting Services Market tracking Motivational research Market scoping and segmentation Product optimisation Brand equity Concept testing Touch point management New product development Customer loyalty Brand positioning 2. Research Services Ethnography Accompanied shopping In-depth interviewing Focus groups Vox pops Telephone interviewing Street intercepts Mystery shopping On line surveys Social media tracking
  • 4. Richard Burrage • Richard acts as a strategic partner for core consumer goods clients, focusing on new product development, brand positioning and communications development. • Richard has spent the last twenty years in Asia assisting in the development and building of numerous brands to achieve leadership positions. • Richard is a UK national and resides in HCMC, Vietnam with his Vietnamese wife and three children. • Richard is the Managing Partner of Cimigo: www.cimigo.vn 5
  • 5. NetCitizens 2012 Part 2.
  • 6. 5,800 people. Random sampling with Computer Aided Telephone Interviews (CATI). Data weighted to urban population of Viet Nam. Largest study of it’s kind in Viet Nam. More than 5,875 men and women aged 15 – 64 years living in 12 urban centres of Viet Nam. North, central and southern regional coverage including Ha Noi, Thai Nguyen, Thanh Hoa, Hai Phong, Da Nang, Nha Trang, Quy Nhon, An Giang, Dong Nai, Vung Tau, Ho Chi Minh City and Can Tho. Yielding n=3,405 internet users
  • 7. Across 12 cities. Metro Ha Noi Ho Chi Minh City Tier 1 Hai Phong Da Nang Nha Trang Can Tho Tier 2 Thai Nguyen Thanh Hoa Quy Nhon An Giang Dong Nai Vung Tau
  • 8. Continued growth. More users than Australia & NZ population! Viet Nam internet users 40 40% 35% 30.8 26% 26.8 24% 25 17.7 18% 15% 10% 10.7 4% 20% 5% 6.3 8% 10 14.7 13% 15 20.8 20 30% 25% 22.5 21% 3.1 Users (million) 30 5 35% 31% 0 0% 2003 2004 2005 2006 2007 Users (million) 2008 2009 2010 2011 Penetration Source: www.vnnic.vn Users in % of population 35
  • 9. So what? Part 3.
  • 10. Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 11. So what? Beyond men, metro and premium consumers
  • 12. More online than not at 58%.
  • 13. 50% of women vs. 66% of men.
  • 14. Viable beyond AB. SEC of internet users 2010 2011 SEC % of Total Pop. 100% 78% 80% 72% 63% 63% 56% 58% 60% 47% 48% 40% 29% 27% 28% 27% 28% 12% Total SEC A SEC B SEC C SEC D 9% 11% 7% SEC E 20% 0% Source: Cimigo NetCitizens
  • 15. Viable beyond metro. Internet penetration by region 56% 58% All cities 58% 62% Metro VN 57% 58% Tier 1 Cities 49% 52% Tier 2 Cities 0% 20% 40% 2010 60% 2011 80% 100% Source: Cimigo NetCitizens
  • 16. Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 17. So what? Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey
  • 18. Smaller screens and access on the go Mobile will change online journey. Devices used for connecting online 84% From a desktop computer 81% 2010 38% From a laptop computer 47% 2011 27% Via any mobile phone (smart phone or other) 56% Tablet device (e.g. i-pad, galaxy) 4% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens
  • 19. Strong growth in internet access via mobile phones in tier 2 urban centres. Devices used for connecting online Tier 2 Tier 1 Metro VN 81 82 81 From a desktop computer 38 From a laptop computer Via mobile phone (nonsmartphone) 28 Via smartphone 2 2 0 54 33 37 23 12 Tablet device (e.g. i-pad, galaxy) 46 29 7 20 40 60 80 100 Source: Cimigo NetCitizens
  • 20. Tier 2 urban centres leaping online via mobile phones with 3G and wifi.. Digital programs viable beyond the metro centres. Places usually use internet Weekdays by urban areas Metro VN Tier 1 Tier 2 100 81 80 60 40 35 29 20 30 34 13 15 18 0 At home At work Wherever I Wherever I At Internet At college At someone On mobile HAVE find a wifi Shop / or school else's home phone 3G/GPRS connection Cyber Café Source: Cimigo NetCitizens
  • 21. Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 22. So what? Youth saturated But mobile will grow 35+ And the online journey changes…
  • 23. Significant reach for under 35. How will 35+ grow? Age of internet users 95% 95% 100% 80% 67% 70% 56% 58% 60% 32% 35% 20% 19% 22% 40% 18% 18% 20% 11% 0% Total Age 15-24 2010 2011 Age 25-34 Age 35-49 Age 50-64 Age % of Total Pop. Source: Cimigo NetCitizens
  • 24. 50% increase in mobile internet usage amongst 35-49 y.o. Mobile supports 35+ online journey. Age of mobile internet users 38% Total 48% 47% 15-24 year olds 59% 37% 25-34 year olds 47% 24% 35-49 year olds 33% 8% 11% 50-64 year olds 0% 20% 40% 2010 60% 2011 80% 100% Source: Cimigo NetCitizens
  • 25. Real-time customer insights collection tool. Consumers are changing. Technology is reinventing. Our understanding of psychology is advancing. A forward looking approach to research is essential. Cimigo’s online platform provides continuous real-time monitoring of survey results, with in-built software to table & chart data. The results portal allows for different levels of access, and provides ‘red flag’ alerts for key questions.
  • 26. Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 27. So what? In home Excessive Infotainment Are you part of the dialogue?
  • 28. It is where consumers are spending time. Everyday 4% 24% 66% Frequency of Use 3% 1% 2% Several times a week Once a week Several times a month Once a month Less often Source: Cimigo NetCitizens 130 Minutes per Day!
  • 29. Consumers increasingly spending time online at home. Online competing or complementing TV screens? Weekday locations for being online 100% 86% At home 81% 77% 80% 73% At work 61% 60% 40% 26% 20% 27% 25% 15% 16% 2010 At internet shopCyber cafe 2011 29% 23% 18% 0% 34% 25% 30% 33% 5% 5% 5% 2007 2008 2009 At college or school Source: Cimigo NetCitizens
  • 30. Conducting a myriad of online activities . Use for news 95% Use a search site 94% Listening to music 77% Research for school/ office work 68% Chatting 66% Email 63% Downloading music 59% Searching information on brands/products 55% Watching movies 51% Visiting a social network Online information gathering 44% Visiting forum 40% Shopping/visting buy and sell sites/Auctions 35% Playing games on web game * Online entertainment 35% Playing games on online applications ** Online communication 26% Downloading movies Visiting blogs Blogging and social Networks 23% 22% Searching for a job Online business 19% Posting in forum 14% Writing blogs 12% E-Banking Source: Cimigo NetCitizens 9% 0% 20% 40% 60% 80% 100%
  • 31. A look to our future…. Use for news 94% Use a search site e.g Google 97% Listening to music 91% Research for school/ office work 77% Chatting 88% Email 64% Downloading music 79% Searching information on brands/products 52% Watching movies 61% Visiting a social network 67% Visiting forum 47% Shopping/visting buy and sell … 34% Playing games on web game * 49% Playing games on online applications ** 37% Downloading movies 29% Visiting blogs 32% Searching for a job 20% 25-64 years Posting in forum 20% 15-24 years Writing blogs 20% E-Banking Source: Cimigo NetCitizens 5% 0% 20% 40% 60% 80% 100%
  • 32. 9 in 10 online consumers relying on internet for news. Advertisers need to follow consumer eyeballs online. Online Information gathering Use for news 53% Use a search site 49% Research for schooloffice work 21% 0% Everyday 31% 27% 20% 5% 89% 31% 40% Once a week or more 9% 7% 87% 57% 60% 80% 100% Once a month or more Source: Cimigo NetCitizens
  • 33. Entertainment is secondary to information gathering. Advertisers need to follow consumer eyeballs online. Popular entertainment online Listening to music 27% Downloading music Watching movies 9% 6% Playing games on web game Playing games on online applications 9% 31% 24% 17% 12% 6% 8% 4% Downloading movies 1%6% 7% 0% Everyday 14% 12% 6% 10% 67% 47% 35% 27% 18% 14% 20% 40% Once a week or more 60% 80% 100% Once a month or more Source: Cimigo NetCitizens
  • 34. Online business nascent. Businesses need to lead the development of e-commerce. E-commerce and online banking. Shopping / visting buy and sell sites / Auctions 5% E-Banking 1%2% 3% 0% Everyday 11% 8% 24% 6% 10% 20% Once a week or more 30% Once a month or more Source: Cimigo NetCitizens
  • 35. Trust remains a barrier to online purchasing. Mechanisms for secure online purchasing necessary. Attitudes to online shopping. I can buy a very wide choice of products on the internet 51% I think it is safe to buy products online 14% 0% 21% 28% 20% Agree 27% 58% 40% Neutral 60% 80% 100% Disagree Source: Cimigo NetCitizens
  • 36. 3 in 4 online consumers use to find out about new products and brands. Engendering trust remains key. Online attitudes. The internet is an important source for news and information 93% The internet helps me to find out about new products and brands 2% 5% 74% I generally trust the information found on the internet 16% 46% 0% 20% Agree 31% 40% 60% Neutral 9% 24% 80% 100% Disagree Source: Cimigo NetCitizens
  • 37. The digital world is a real option for consumer dialogue right messages right positioning and building a brand’s value
  • 38. Managed online panellists for rapid surveys.
  • 39. 300 tests and counting….
  • 40. Brand tracking that gives you power. Is your current tracking give you: Quarterly presentations? Too late to inform? Situation past? Hindsight? or Live Data Clear Dashboards Large Samples Now ROI Maximising Decision Tool Not A monitor
  • 41. Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 42. So what? Mobile journey is different Mobile ease required Mobile enters path to purchase Reward, geolocation, knowledge, attract
  • 43. Increasingly anywhere, anytime. Internet by mobile phone 38% 48% Yes 52% 62% No 2010 2011 Source: Cimigo NetCitizens
  • 44. Across the country. North leading the regions in mobile internet uptake. Regional trends of mobile internet Users 38% Total 48% 43% North 55% 34% Central 48% 36% South 45% 0% 20% 40% 2010 60% 2011 80% 100% Source: Cimigo NetCitizens
  • 45. Increasing mobile entertainment consumption. Geolocation implications for multiple businesses sectors. Mobile web activities 76% Use for news 82% 66% 67% Use a search site 43% 48% Instant messaging 34% 35% Visiting a social network 26% Listening to music 2010 35% 2011 32% 34% Downloading Apps 26% 30% Downloading or uploading pictures 9% Watching videos/clips 27% 8% 10% Playing online games 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens
  • 46. Mobile ease essential. Mobile enters path to purchase. Instant mobile internet activities Geolocation tools (Foursquare, Google Maps) 30% Been in a store and looked up a product to find out more 24% Been in a store and used it to check prices 19% Visiting online shopping sites 11% 0% 20% 40% Source: Cimigo NetCitizens
  • 47. 1 in 2 whom are financially active, are online via mobile. Broad opportunities for financial services firms. Financial product ownership and mobile web Total 48% Credit Card 52% Bank Account 51% Life or Health Insurance 49% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens
  • 48. Reward Track Bottle Redemption Membership Tiers Points Exclusive Networks Loyalty Geolocation foursquare On Trade Promotions HORECA Alerts Concierge Knowledge Brand Heritage News Positioning USP Events Launches Attract Social Media Buzz Dialogue WoMOnline Ordering
  • 49. Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 50. So what? Time to listen and engage Social networks win Blogs and forums decline
  • 51. Social networks grow at expense of blogs and forums Consumers consolidating expression in social networks Metro online communication trends 100% Visiting social network 80% Visiting forum 60% 51% 47% 40% 39% 41% 41% 51% Visiting blogs 46% Posting in forum 35% 20% 16% 20% 21% 22% 17% 23% Writing blogs 11% 0% 2009 2010 2011 Source: Cimigo NetCitizens
  • 52. And consumers are talking. Broad opportunities for brands to listen and engage. Chatting online at least once per month Visiting a social network 19% Visiting forum 8% Visiting blogs 3% 5% Posting in forum 2% 3% 3% 14% 11% 8% 5% 39% 27% 13% 4% 9% Writing blogs 1% 2% 6% 3% 0% 20% Everyday Once a week or more 40% 60% Once a month or more Source: Cimigo NetCitizens
  • 53. Social media insights. Hybrid tech/human approach to social media evaluation. Combining automated ‘scraping’ across millions of sites with more focused analyst driven search 10,000’s. Collection Content enrichment From data to information Using our proprietary source management and scraping technologies, we scan and collect content from blogs, microblogs, trade publications, forums, industry, geographic and demographic sources. Our team of analysts refine the content of the search. We perform sentiment analysis and tag the data with source information about the posters, where they made comments, where they live, how old they are – we can understand a lot about the people who are taking about you. The data is QA’d for precision and reach. After all this work we have amazing insights into what people are saying about you and your competitors. We then provide all this information to you on an online dashboard. We update it daily so you can track the buzz and engage with your customers.
  • 54. Social media insights. Lots of information and word of mouth related to different products and brands are already available on the web in an easy-to-access form. This can be cleverly used to enrich our insights : • To explore new trends and shifts, track key influencers, as well as fine tune the survey design for ongoing programmes. • To obtain feedback on a wide range of options, broadening and deepening our competitive intelligence. • To enrich research findings. This Cimigo approach captures the sentiment and nuances of what people are talking about, because you get the best of both worlds, automated analysis combined with real people reading, digesting and analysing the context. 55
  • 55. Online consumers are networked & social. Member of social network Yes Popular social networks No 47% Facebook 67% 70% 6% 44% 56% Zing Me 2009 19% 20% 2010 2011 11% 12% Yahoo 360 Plus 2% Twitter 1% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens
  • 56. Online research communities – Cimigo Live. • • • • Instant access to consumers. Speed of response to business questions. Incredible depth on behaviour, lifestyle, needs and thoughts of consumers. Collaboration with consumers. • An online qualitative community of targeted consumers. • It runs continuously with virtually no lead time to initiate a topic or a question. • It provides forums, chat, blog, and multimedia capabilities. • It establishes a communications architecture for your brand and strategic partners to interact with each other and the consumer.
  • 57. Why create an online brand research community? To create. To innovate. To communicate. To inspire consumers at all touch-points. Develop and assess new products Test and measure promo activity Develop and test communications Foster brand engagement Generate ideas and concepts Develop websites Generate PR e.g. brand stories Measure usage and attitudes
  • 58. Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 59. So what? Top 10 Local for news Local for entertainment Global for search Global for social network Global for video
  • 60. Younger generation tend to social, while older online population tending to news. We measure sites visited within past 4 weeks Top ten websites Website Googlea Zingb Yahooc Facebook.com Dantri.com.vn Vnexpress.net 24h.com.vn Youtube.com Nhaccuatui.com Tuoitre.com.vn Total 15-24 25-34 35-49 50-64 57% 49% 28% 19% 19% 18% 16% 12% 10% 10% 60% 79% 34% 32% 15% 12% 13% 18% 15% 6% 54% 32% 28% 13% 22% 24% 20% 9% 8% 10% 56% 14% 21% 4% 21% 20% 16% 4% 5% 16% 52% 10% 14% 2% 20% 17% 13% 5% 3% 23% Source: Cimigo NetCitizens
  • 61. Global brands are on the way up. We measure sites visited within past 4 weeks Top ten websites Website Googlea Zingb Yahooc Facebook.com Dantri.com.vn Vnexpress.net 24h.com.vn Youtube.com Nhaccuatui.com Tuoitre.com.vn 2011 2012 2011 2012 1 2 1 2 48% 33% 57% 49% 4 6 3 5 7 10 8 9 3 4 5 6 7 8 9 10 20% 13% 21% 18% 11% 6% 10% 9% 28% 19% 19% 18% 16% 12% 10% 10% Source: Cimigo NetCitizens
  • 62. Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 63. The Voice of the Customer www.cimigo.vn Visit to download this presentation