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comScore's Presentation Google's Think Digital Vietnam 11-Dec-2012

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Joe Nguyen presents trends for online in Vietnam for Google's first ever Think Digital in VN

Joe Nguyen presents trends for online in Vietnam for Google's first ever Think Digital in VN

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  • 1. Key Trends Shaping the Digital LandscapeAnd The Current State of the Internet in Vietnam11 December 2012Joe Nguyen,Snr Vice President, APAC – comScoree: jnguyen@comscore.comt: @jnguyenAnalytics for the Digital World
  • 2. Google Confidential and Proprietary 2Today’s Global Internet UserSource: comScore Media Metrix, qSearch and Video Metrix,Visitors Age 15+ Home/Work Location, Worldwide, April 201224Number of HoursSpent Online2,300pages of contentconsumed56Distinct Visitsto the Web174Online VideosViewed121SearchesPerformed1 in 5Minutes SpentSocial Networking
  • 3. Google Confidential and ProprietaryThe U.S. Is No Longer the Center of the OnlineUniverse3In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is thelargest region with over 40% of the online population.Asia PacificDistribution of Worldwide Internet Audience66%13%34%87%1996 2011U.S. Internet Population vs. Rest of the WorldRest of theWorldU.S.Source: comScore Media Metrix, Visitors Age 15+Home/Work Location, Apr-2012AsiaPacific,41.1%Europe,26.6%NorthAmerica,14.5%LatinAmerica,8.9%MiddleEast-Africa,8.9%
  • 4. Google Confidential and ProprietaryChina, the U.S. and Japan Represent LargestOnline PopulationsSource: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012333,930188,47873,46657,83856,92451,60045,47843,20737,61331,005ChinaUnited StatesJapanIndiaRussiaGermanyBrazilFranceUnited KingdomSouth KoreaWorld’s Largest Internet MarketsUnique Visitors (000)
  • 5. Google Confidential and ProprietaryVietnam’s Online Population has grown 15%since October 201102,0004,0006,0008,00010,00012,00014,00016,000All Females (15+) All Males (15+)5Online Population in 000s•  53% male•  5.7 millionbetween 15-34•  70% of VNmales•  47% female•  5.4 millionbetween 15-34•  75% of VNfemalesSource: comScore Media Metrix, Visitors Age 15+Home/Work Location, Aug 2011-Oct 2012
  • 6. Google Confidential and ProprietaryVietnam is similar to other SEA countries inAge Distribution of Online UsersSource: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 201274.7%74.4%73.3%71.2%70.7%70.6%70.6%65.8%62.6%62.3%52.8%IndiaThailandVietnamVenezuelaIndonesiaPhilippinesTurkeyColombiaMexicoMalaysiaSingapore% of Internet Audience Under Age 35
  • 7. Google Confidential and ProprietaryThese Young Users Account for an EvenGreater Share of TimeSource: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 201277.5%78.6%71.4%71.0%65.0%58.4%22.5%21.4%28.6%29.0%35.0%41.6%ThailandVietnamIndonesiaPhilippinesMalaysiaSingaporeShare of Total Online MinutesUnder Age 35 Age 35 and Older
  • 8. Google Confidential and ProprietaryIn most of SEA, Total Engagement Falls BelowGlobal Average – EXCEPT VN and THSource: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 201223.839.637.129.8 29.121.5 19.217.4 16.3Worldwide U.S. UKThailandVietnamSingaporePhilippinesMalaysiaIndonesiaAverage Hours Spent Online, April 2012
  • 9. Google Confidential and Proprietary4 KEY TRENDS SHAPING THE DIGITALLANDSCAPE!  SOCIAL NETWORKING!  E-COMMERCE!  ONLINE VIDEO!  MOBILE
  • 10. Google Confidential and ProprietarySOCIALNETWORKING
  • 11. Google Confidential and ProprietaryThe Rise of the Global Social Networking Audience02004006008001,0001,2001,4001,6002007 2008 2009 2010 2011+174%+88%Total InternetSocialNetworkingSource: comScore Media Metrix, March 2007 - October 2011Worldwide Total Unique Visitors (MM)
  • 12. Google Confidential and ProprietaryVietnam has seen an 17% increase in SocialNetworkers Y-O-YSource: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Oct 2011- Oct 2012
  • 13. Google Confidential and ProprietarySource: comSCore Media Metrix,March 2007 – October 2011
  • 14. Google Confidential and ProprietaryThe Philippines has the Highest Reach forSocial Networking, but Thailand is Home to theMost Engaged Social NetworkersSource: comScore Media Metrix, Visitors Age 15+ Home/WorkLocation, April 201296.0%94.7%94.2%92.6%92.5%86.3%PhilippinesSingaporeMalaysiaIndonesiaThailandVietnamSocial Networking % Reachof Visitors8.98.05.64.93.73.7ThailandPhilippinesMalaysiaIndonesiaSingaporeVietnamSocial Networking AverageHours per VisitorIn Oct. 2012,this was 5.9Hrs per visitor!
  • 15. Google Confidential and Proprietarye-Commerce
  • 16. Google Confidential and ProprietaryAsia Pacific Falls Below the Global Average forRetail VisitationSource: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 201272.0%88.6%78.1%70.6%67.0%51.2%WorldwideNorth AmericaEuropeLatin AmericaAsia PacificMiddle East -Africa% Reach of Retail Categoryby Global Region% Reach of Retail Category APACTaiwan 85.8%Japan 83.9%New Zealand 80.7%Vietnam 79.2%Australia 72.7%South Korea 72.4%Hong Kong 70.0%Singapore 67.2%Thailand 66.8%China 64.9%India 57.6%Indonesia 54.9%Philippines 50.7%Malaysia 50.2%
  • 17. Google Confidential and ProprietaryBut eCommerce is dependent on Banks…AndTravel!Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Oct 2011- Oct 2012
  • 18. Google Confidential and ProprietaryONLINE VIDEO
  • 19. Google Confidential and Proprietary1.2 Billion People Worldwide Viewed a Total of 211Billion Videos in April 2012Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, April 2012, Worldwide87.64.13.53.12.7Google SitesYouku Inc.Dwango Co., Ltd.VEVOTencent Inc.Top Global Video Properties byVideos Viewed (Billions)Share ofVideos41.4%1.9%1.6%1.5%1.3%2 in every 5 VideosViewed onYouTube
  • 20. Google Confidential and ProprietaryVietnam has more Online Video Viewers thanmany other Asian CountriesSource: comScore Video Metrix, July 2012
  • 21. Google Confidential and ProprietaryYoutube leads, but local sites do very well!Source: comScore Video Metrix Vietnam, July 2012
  • 22. Google Confidential and ProprietaryMOBILE
  • 23. Google Confidential and Proprietary11.5%9.5%8.2%7.7%7.1%6.5%5.2%5.1%2.8%1.5%SingaporeUKU.S.AustraliaJapanCanadaSpainIndiaFranceBrazilNon-Computer Traffic for Selected MarketsMobile Tablet OtherMobile & Tablet Devices Shifting How UsersConnect Across the GlobeSource: comScore Device Essentials, Dec-2011
  • 24. Google Confidential and ProprietaryConfidential and Proprietary 25Weekday Share of Device Page Traffic in the SingaporePCs dominateworking hoursTablets rule thehomeSmartphones bridgethe gapsSource: comScore Device Essential,Week of May 14, 2012, SingaporeCross-Device Consumption Trend: Device UsageDiffers Throughout DayPCs dominateworking hours
  • 25. Google Confidential and ProprietaryTablets Account for More than 40% in Malaysia,Philippines, ThailandSource: comScore Device Essentials, March 201258.9% 54.6% 49.5% 51.0%77.8%90.2%39.3% 44.5%42.8% 46.2%21.5%9.4%Singapore Malaysia Philippines Thailand Vietnam IndonesiaShare of Non-Computer Traffic by MarketMobile Tablet Other
  • 26. Google Confidential and ProprietaryKey Takeaways•  Vietnam’s Internet Population is very young and growing•  Like elsewhere, Social Networks are dominating users’ time•  eCommerce in VN is still far away and banks and travel willhave to lead•  Vietnamese, more than other SEA counterparts, love onlinevideos•  Mobile internet and tablet usage are still growing in Vietnam27
  • 27. Google Confidential and ProprietaryLast Thought – VN Total Adspend vs. Digitalsince 200128010020030040050060070080090010000246810121416182001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015Digital AdSpend (US$ Million) Total AdSpend (US$ Million)Source: ZenithOptimedia - ADVERTISING EXPENDITURE FORECASTSDECEMBER 2012DigitalAdspend(US$Million)DigitalTOTALAdspend(US$Million)
  • 28. Key Trends Shaping the Digital LandscapeAnd The Current State of the Internet in Vietnam11 December 2012Joe Nguyen,Snr Vice President, APAC – comScoree: jnguyen@comscore.comt: @jnguyenAnalytics for the Digital World