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In-home Internet Usage Measurement - Truong Si Anh
 

In-home Internet Usage Measurement - Truong Si Anh

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As part of Zing Ads Digital Coffee Chat Truong Si Anh from Kantar Media shared some findings from Kantar's ongoing testing of their Internet measurement panels in HCMC and Hanoi. He also explained ...

As part of Zing Ads Digital Coffee Chat Truong Si Anh from Kantar Media shared some findings from Kantar's ongoing testing of their Internet measurement panels in HCMC and Hanoi. He also explained where Kantar Media are heading with their online research and how this information will help the industry continue to grow.

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    In-home Internet Usage Measurement - Truong Si Anh In-home Internet Usage Measurement - Truong Si Anh Presentation Transcript

    • HOME-BASED INTERNET USAGEIN HA NOI & HCM CITYFIRST PRELIMINARY FINDINGS FROM KMV’S INTERNET PANEL
    • Kantar Media Vietnam Core Services Working to grow media momentum – focus online TV Print Internet Other Coverage TAM 6 cities + Y N N N(TV Audience measurement) National MHS Y Y Y Y 6 cities (Media Habits Survey) IAM N N Testing N 2 cities(Net Audience Measurement) Adex Monitoring Y Y Testing N - Title of the presentation 2
    • Panel based TV / Internet Audience MeasurementTechnical ProcessEstablishment • Collect information on market and monitor population changes to build an accurate sampling frame and estimate the universe Survey • Draw sample households based on quota Sampling • Identify weighting factors to create sample accurately representative of the population • Meter measurement in TV or computer – automated daily Data transfer of data (HN & HCM City only) Collection • TV diary in Hai Phong, Da Nang, Nha Trang, Can Tho Data • Raw data check + clean Processing • Weighting of samples and merge with demographic information Data • Data delivery to clients Delivery © 2009 Kantar Media 3
    • Internet Audience MeasurementThe Intentions Accurate and highly representative panel • Recruit previous MHS respondents Comparative universe to other media measurement • Urban 15-54 yo in 2 key cities Real time understanding of behavior • Use Meter style plugin to track click-stream of user Title of the presentation 4
    • Why measure by city?MHS top 5 websites visited (top of mind in face to face survey) 2.6 24H.COM.VN 5.7 3.9 9.2 VNEXPRESS.NET 6.0 7.4 17.8 HCM City ZING.VN 6.5 13.9 Ha Noi 4 key cities 3.3 DANTRI.COM.VN 41.9 14.7 30.9 GOOGLE.COM/GOOG 6.2 LE.COM.VN 24.3 0.0 10.0 20.0 30.0 40.0 50.0 % of all recent internet users 15-54 years old Source: Kantar Media VN Title of the presentation 5
    • Why home-based measurement? Percent using Internet in different locations by city but home usage is very high now-days. 100 92 90 81 79 80 70% of all internet users 60 50 4 key cities Ha Noi 40 HCM City 30 26 22 24 20 22 20 11 12 11 10 10 6 6 5 0 Home Work School Web Bar/Internet Other location Café/Internet Services Base: All recent internet users 15-54 years old in Ha Noi & HCM City Source: Kantar Media VN Title of the presentation 6
    • Reach of selected foreign websites in June 2012 Monthly reach (%) of selected sites, June 2012 (Base = Urban population 15-54 years old in HN & HCMC) 70.0% 60.0% 50.0%Monthly reach (%) 40.0% Ha Noi 30.0% 62% HCM City 54% 49% 43% 44% 45% 20.0% 35% 26% 10.0% 0.0% google.com.vn youtube.com google.com facebook.com Base: Urban population 15-54 years old *Panel data measures all sites but is in test stages so local sites aren’t shown here. Source: Kantar Media VN
    • Internet Audience by day-part HCMC & Ha Noi HCM City net has lower internet penetration but higher ratings across most of the day, especially afternoon/evening. Internet ratings by time band, Ha Noi & HCM City, June 2012 (Base = Urban population 15-54 years old) 7% 6% 5%Rating (%) 4% Ha Noi 3% HCM City 2% 1% 0% Base: Urban population 15-54 years old Source: Kantar Media VN
    • Internet Audience by day-part comparing age groups Naturally younger audiences are spending online more often, they are especially night owls! Internet ratings by time band and age group, Ha Noi & HCM City, June 2012 (Base = Urban population 15-54 years old) 12.0% 10.0% 8.0%Rating (%) 15-24 6.0% 25-34 35-54 4.0% 2.0% 0.0% Base: Urban population 15-54 years old Source: Kantar Media VN
    • Where to from here?Kantar Media Vietnam are working to provide services to measure:-Site ratings by day-part/day/week/month as advertising online becomes moresophisticated.-Accurate measurement of target audience by city, age, gender, socio-economic, household circumstances as are already standard in other media.-Monitoring of advertising activity online to understand competitiveenvironment, independently verify ad execution and give reference to analyzeacross media spend. Title of the presentation 10