0
Contents

1
2
3
4
5
6
7
8

Background & Methodology
Internet users at a glance
Cross-media consumption behaviour
The role ...
Background & Methodology

Google Confidential and Proprietary

2
Background & methodology - profiling digital consumers
Vietnam

• 

The Google Scalable Research program:
•  The program i...
Internet users at a glance

Google Confidential and Proprietary

4
Digital overview
Once people are online in Vietnam, they use the internet intensely – visiting multiple sites over
extende...
Internet users are comfortable online

Internet	
  users	
  in	
  Vietnam	
  have	
  been	
  online	
  for	
  some	
  

7	...
Who uses the internet?
Personal demographic profiles.
Age	
  

8

Loca-on	
  

Gender	
  

55+ years

49%

Educa-on	
  

4...
Who uses the internet?
Household demographic profiles.
Household	
  
Composi-on	
  

Married with kids
32

3

Single with ...
Internet access & connections
Internet users in Vietnam access from multiple locations. Although home and work are common
...
Internet usage – times of day
There are three internet usage peak times in Vietnam – morning, lunchtime and evening. 8-11p...
Internet usage duration times
Internet users make intense use of the internet, spending around 3 hours online in a typical...
Types of sites visited daily
Search is the most common place to visit on the internet – 71% use search daily. Internet use...
Sites used daily
Google is one of the top sites used daily – 8 in 10 use Google everyday. Internet users also
use Yahoo, F...
Lifestyles differentiated by consumption and involvement
Six digital lifestyles exist amongst internet users, each display...
Explaining the Six Digital Lifestyles
INFLUENCERS
The internet is an integral part of my life. I’m young and a big mobile ...
Digital Lifestyles – Vietnam
Heavy (daily) internet users are a key target for advertisers – they are far more likely to
c...
Cross-media consumption behaviour

Google Confidential and Proprietary

17
Cross-media consumption
Internet users use the internet as much as they watch TV – it is a vital channel to reach
consumer...
TV vs. internet usage duration times
Internet users actually spend more time online than they do watching TV – in a typica...
TV vs. internet usage – times of day
There are three internet usage peak times in Vietnam – morning, lunchtime and evening...
9/10 internet users in Vietnam go online via mobile
1 in 2 internet users in Vietnam go online via their mobile phone at l...
The role of the internet when shopping

Google Confidential and Proprietary

22
3 out of 4 internet users in Vietnam shops online
Shopping online is generally a fairly regular occurrence in Vietnam – wi...
Travel is a popular category to shop online
When it comes to individual products and last purchase, Travel is the area whe...
Use of online sources for product research is prevalent
Internet users use online sources intensely for product research (...
Internet users interact with many information sources
As Google terms it – the ZMOT (Zero Moment of Truth) is a critical c...
Online and offline sources are used in unison
Use of online sources is on a par with use of offline sources for bigger tic...
Internet users research online in many different ways
It is common for internet users to research products online in many ...
Search and the research process

Google Confidential and Proprietary

29
Search is used for info and as a link to other sites online

Used	
  search	
  
engines	
  

i

Used	
  as	
  a	
  source	...
Search engines are widely used for product research
2 in 3 internet users in Vietnam use search for pre-purchase product r...
6 in 10 trust in search results to meet their needs

6	
  in	
  10	
  internet	
  users	
  trust	
  that	
  the	
  results...
Google is by far the most widely used search engine
When internet users use search, they turn to Google first – almost uni...
1/ 2 internet users have researched via video portals
Those using video portals predominantly use YouTube.

48%	
  used	
 ...
Advertising and the research process

Google Confidential and Proprietary

35
Online advertising leads to further online research

78%	
  
YES	
  

Almost 8 in 10 recall advertising on the internet an...
Online response to internet ads is reactive and proactive
Those who see online advertising may react and click on a link, ...
7 out of 10 follow online advertising with offline actions
Offline, internet users in Vietnam may keep the advertised bran...
Online ads help to increase brand knowledge
Internet users in Vietnam primarily see online advertising as a way to increas...
Summary

Google Confidential and Proprietary

40
Key findings
Internet users are young, educated decision-makers. They are keen communicators about brands
and products, se...
Appendix

Google Confidential and Proprietary

42
Demographics: technology products owned

The laptop is the primary technology device for Vietnamese
internet users (39% cl...
Demographics: mobile internet usage

41%	
  

have	
  mobile	
  internet	
  
enabled	
  on	
  their	
  phone	
  

49%	
  
...
Telecoms and tech products are of primary importance
Internet users in Vietnam consider Tech & Telco to be essentials they...
Report note: ZMOT, FMOT, Stimulus groups
Stimulus Stimulus

Zero
moment
of truth

ZMOT

Specialist books

Search engines (...
Please contact TNS Australia for more information

Google Confidential and Proprietary

47
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Google Vietnam digital profiling report 7/2012

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Google Vietnam digital profiling report 7/2012
1 Background & Methodology

2 Internet users at a glance

3 Cross-media consumption behaviour

4 The role of the internet when shopping

5 Search and the research process

6 Advertising and the research process

7 Summary

8 Appendix

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Transcript of "Google Vietnam digital profiling report 7/2012"

  1. 1. Contents 1 2 3 4 5 6 7 8 Background & Methodology Internet users at a glance Cross-media consumption behaviour The role of the internet when shopping Search and the research process Advertising and the research process Summary Appendix Google Confidential and Proprietary 1
  2. 2. Background & Methodology Google Confidential and Proprietary 2
  3. 3. Background & methodology - profiling digital consumers Vietnam •  The Google Scalable Research program: •  The program is designed to help build a better understanding of the role of the internet across various vertical markets, and to help support advertisers and marketers as they integrate digital strategies. •  The program provides deep dive analysis about the digital consumer around the region – this report presents findings for Vietnam. •  Target participants: •  Sample size: 1,010 internet users aged 18+ years old. •  25 minute online survey. •  Recruited through online panels and offline door-to-door – to ensure a good representation of internet users in terms of age, gender, location and internet usage frequency. •  Coverage included: •  Internet usage and demographic profiling •  Product purchase patterns and brand preferences •  Research sources, triggers and barriers •  The role of the internet, search and video portals •  Cross-media consumption •  Period of analysis: •  Fieldwork: 7th May – 4th June •  Research managed centrally by: TNS Australia. Methodology i Online Project management Google Confidential and Proprietary 3
  4. 4. Internet users at a glance Google Confidential and Proprietary 4
  5. 5. Digital overview Once people are online in Vietnam, they use the internet intensely – visiting multiple sites over extended time periods, and everyday. Internet usage location Average no. of sites used daily Average hours spent online daily Peak traffic 96% use at home 6.2 3.2 hours 9AM - 11AM & 8PM - 11PM TNS Vietnam Digital Profiling – July 2012 Question: Q11 Where access the internet (ever); Q17 Websites visited daily; Q14 Average hours spent online; Q15 Internet usage times Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 5
  6. 6. Internet users are comfortable online Internet  users  in  Vietnam  have  been  online  for  some   7  years  on  average  –  and  are   very  familiar  with  what’s  available   3me  –  around   online  …       …  the  most  common  barrier  to  using  the  internet  is   lack  of  familiarity  –  non-­‐users  just  don’t  know  how  to   find  what  they’re  looking  for;  educa3on  programs   will  be  important  in  aiding  future  internet  adop3on.   TNS Vietnam Digital Profiling – July 2012 Question: Q10 Internet usage period; Q1 Internet familiarity; Non-users from offline recruitment screening Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 6
  7. 7. Who uses the internet? Personal demographic profiles. Age   8 Loca-on   Gender   55+ years 49% Educa-on   45% 7% 16 19 45-54 years 28% 51% University grads Employment   Retired Homemaker 4 2 17 8 13% Student 35-44 years 28 2% Employed PT 25-34 years 15% 29 18-24 years TNS Vietnam Digital Profiling – July 2012 Question: S1a Age; S2 Gender; S3 Area; D6 Education; D8 Employment Status Sample base: Vietnam internet users n=1,010 51 Employed FT 35% Self-employed Google Confidential and Proprietary 13 7
  8. 8. Who uses the internet? Household demographic profiles. Household   Composi-on   Married with kids 32 3 Single with kids Household   Income   13,182,400 VND monthly on average 13 Married, no kids 40 Single, no kids TNS Vietnam Digital Profiling – July 2012 Question: D7 Living Situation; D9 Household Income Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 8
  9. 9. Internet access & connections Internet users in Vietnam access from multiple locations. Although home and work are common usage locations, internet users like to be constantly connected – accessing in public locations or via mobile internet. At home At friend’s At work On the go School Internet Cafe Where access the internet (any access)? 96% 66% 74% 48% 60% 69% Preferred location for internet access? 68% 1% 19% 1% 1% 8% Ever go online from a public location? Internet connection (used most often)? 80% access in public 59 Broadband 24 Dial-up 11 Mobile internet TNS Vietnam Digital Profiling – July 2012 Question: Q11 Internet location (ever accessed and preferred access locations); Q12 Type of internet connection used most often; Q16 Public access Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 9
  10. 10. Internet usage – times of day There are three internet usage peak times in Vietnam – morning, lunchtime and evening. 8-11pm is the largest peak at the weekend whereas weekday usage is more evenly matched across the three peak time periods. 100% 1 2 3 90% Weekday 80% Weekend Internet usage % 70% 60% 50% 40% 30% 20% 10% 0% 6 - 9AM 9 - 11AM 11 - 12PM 12 - 1PM 1 - 2PM 2 - 4PM 4 - 6PM 6 - 8PM 8 - 11PM 11 - 12AM 12 - 2AM 2 - 4AM 4 - 6AM Times of day TNS Vietnam Digital Profiling – July 2012 Question: Q15 Internet usage times Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 10
  11. 11. Internet usage duration times Internet users make intense use of the internet, spending around 3 hours online in a typical day. Average visit duration: 3.2 hours Weekday Weekend 50% 19% 6% 18% 13% 15% 6% Less than 1 hour TNS Vietnam Digital Profiling – July 2012 Question: Q14 Internet usage duration Sample base: Vietnam internet users n=1,010 1-2 hours 2-3 hours 10% 45% 14% 3-4 hours More than 4 hours Google Confidential and Proprietary 11
  12. 12. Types of sites visited daily Search is the most common place to visit on the internet – 71% use search daily. Internet users look for news and entertainment, as well as knowledge-building and connection with others. 1 71% General search (Google, Yahoo etc) 6 36% Music 2 54% General news 7 25% Movies / TV shows 3 47% Entertainment news 8 25% IT / Tech / CE 4 46% Social networking (Facebook etc) 9 25% Health & fitness 5 38% Hobbies / leisure 10 24% Video TNS Vietnam Digital Profiling – July 2012 Question: Q17 Types of websites used daily Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 12
  13. 13. Sites used daily Google is one of the top sites used daily – 8 in 10 use Google everyday. Internet users also use Yahoo, Facebook, vnexpress, YouTube and dantri at least once a day. 82%   65%   47%   54%   42%   53%   42%   52%   34%   TNS Vietnam Digital Profiling – July 2012 Question: Q18 Specific sites used daily Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 13
  14. 14. Lifestyles differentiated by consumption and involvement Six digital lifestyles exist amongst internet users, each displaying different behaviour and attitudes online. They are generally differentiated by differences in internet consumption and involvement. The  internet  is  commodi-sed   It  makes  my  life  more  efficient   The  Internet  is  pivotal   It  is  the  centre  of  my  life   Involvement High Low High Low The  internet  is  func-onal   It  helps  me  to  be  produc0ve   Consumption The  internet  is  aspira-onal   It  helps  me  achieve  my  goals   Google Confidential and Proprietary 14
  15. 15. Explaining the Six Digital Lifestyles INFLUENCERS The internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice. COMMUNICATORS I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college. KNOWLEDGE-SEEKERS I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing. NETWORKERS The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online. ASPIRERS I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device. FUNCTIONALS The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and security. I am older and have been using the internet for a long time. Google Confidential and Proprietary 15
  16. 16. Digital Lifestyles – Vietnam Heavy (daily) internet users are a key target for advertisers – they are far more likely to communicate and seek to influence others online. 29 27 17 23 25 39 COMMUNICATORS KNOWLEDGE-SEEKERS 21 23 17 INFLUENCERS 3 6 30 8 3 6 5 Heavy Medium ASPIRERS 15 4 NETWORKERS Light FUNCTIONALS Internet usage frequency TNS Vietnam Digital Profiling – July 2012 Question: Digital Life Lifestyle Segmentation Sample base: Vietnam internet users – Heavy (daily) n=725, Medium (weekly) n=152, Low (less frequently) n=133 Google Confidential and Proprietary 16
  17. 17. Cross-media consumption behaviour Google Confidential and Proprietary 17
  18. 18. Cross-media consumption Internet users use the internet as much as they watch TV – it is a vital channel to reach consumers in Vietnam. Use the internet Daily use % Watch TV Read a newspaper Read a magazine Listen to the radio 67% 70% 31% 25% 20% TNS Vietnam Digital Profiling – July 2012 Question: DL3 Internet usage frequency; Q51 Media consumption (daily or everyday) Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 18
  19. 19. TV vs. internet usage duration times Internet users actually spend more time online than they do watching TV – in a typical day – and especially during the week. Weekday Weekend 50% 45% TV weekend 33% 19%18% 15% 6% 6% 30% 24% 18% 18% 13%13% 5% Less than 1 hour 1-2 hours TNS Vietnam Digital Profiling – July 2012 Question: Q14 Internet usage duration; Q53 TV usage duration Sample base: Vietnam internet users n=1,010; TV viewers n=995 TV Weekday 2-3 hours 19% 14%12% 10% 3-4 hours 19% More than 4 hours Google Confidential and Proprietary 19
  20. 20. TV vs. internet usage – times of day There are three internet usage peak times in Vietnam – morning, lunchtime and evening – especially on weekdays. This presents opportunity for continued reach throughout the day. TV shows more traditional peak viewing between 6-11pm. 100% 1 2 3 90% 80% Internet usage % 70% Internet Weekday 60% Internet Weekend 50% TV Weekday 40% TV Weekend 30% 20% 10% 0% 6 - 9AM 9 - 11AM 11 - 12PM 12 - 1PM 1 - 2PM 2 - 4PM 4 - 6PM 6 - 8PM 8 - 11PM 11 - 12AM 12 - 2AM 2 - 4AM 4 - 6AM Times of day TNS Vietnam Digital Profiling – July 2012 Question: Q15 Internet usage times; Q54 TV viewing times Sample base: Vietnam internet users n=1,010; TV viewers n=995 Google Confidential and Proprietary 20
  21. 21. 9/10 internet users in Vietnam go online via mobile 1 in 2 internet users in Vietnam go online via their mobile phone at least once a day. Use mobile phone to access the internet (ever) 87% TNS Vietnam Digital Profiling – July 2012 Question: DL3 Internet usage frequency; DL3b Mobile internet usage frequency Sample base: Vietnam internet users n=1,010 Daily use % 50% Google Confidential and Proprietary 21
  22. 22. The role of the internet when shopping Google Confidential and Proprietary 22
  23. 23. 3 out of 4 internet users in Vietnam shops online Shopping online is generally a fairly regular occurrence in Vietnam – with just under half of internet users buying some sort of product and service online once a month or more often. More frequent online shoppers are also spending more online than other consumers. 76% Shop online ever 4,223,608 VND annual on average TNS Vietnam Digital Profiling – July 2012 Question: Q19 Frequency of online purchase; Q20 Annual value of online purchase Sample base: Vietnam internet users n=1,010 49% Shop online at least once a month 5,148,016 VND annual on average Google Confidential and Proprietary 23
  24. 24. Travel is a popular category to shop online When it comes to individual products and last purchase, Travel is the area where consumers are most likely to buy or book online. 23%  bought  their  last  product  online       45%  bought  their  last  flight  online   TNS Vietnam Digital Profiling – July 2012 Question: Q23 Last purchase point Sample base: Vietnam internet users n=1,010; Vietnam internet users who bought a flight in past 12 months (194) Google Confidential and Proprietary 24
  25. 25. Use of online sources for product research is prevalent Internet users use online sources intensely for product research (pre-purchase). This is especially the case for bigger ticket items such as technology, consumer durables, electronics and automotive – 8 in 10 use online sources when researching these products. % using online sources when researching last purchase 80% 80% 79% 79% 77% 73% 72% 72% 68% 63% TNS Vietnam Digital Profiling – July 2012; Q25a. Research sources used; Sample Base: Vietnam internet users who bought a product in past 12 months (consumer electronics / durables 344, computer hardware 198, telecoms service provider / mobile phone 333, beauty care 196, food / groceries 192, health 196, car 84, motorbike 197, apparel 192, portable electronics 194, travel 194, insurance 195, savings product 191) 63% 62% 57% Google Confidential and Proprietary
  26. 26. Internet users interact with many information sources As Google terms it – the ZMOT (Zero Moment of Truth) is a critical component of shoppers research and purchase behaviour. It is the pre-shopping and active information search that influences choice and occurs between the stimulus and the point of decision making at shelf. What makes a Zero Moment of Truth?   It happens online (typically starting with search)   It happens in real time, at any time of the day   Consumer is in charge – pulling information   It’s emotional and is about resolving a need   The conversation is multi-way – consumers feed back their own experiences Source: ZMOT: Winning the Zero Moment of Truth by Jim Lecinski Google Confidential and Proprietary 26
  27. 27. Online and offline sources are used in unison Use of online sources is on a par with use of offline sources for bigger ticket purchases – internet users are using multiple sources in unison when deciding on products in Vietnam. Advertisers will need to offer complementary on and offline information to aid brand choice. % using online and offline sources when researching last purchase Average number of sources used 8 85% 5 87% 75% 8 90% FMOT 6 83% 75% 66% ZMOT 7 89% 47% 65% 62% 87% 69% 48% 47% 39% 7 39% 7 87% 68% 45% 7 85% 64% 45% 7 84% 5 81% 68% 44% 5 80% 63% 48% 29% 5 80% 63% 48% 41% 4 77% 56% 39% 27% Stimulus TNS Vietnam Digital Profiling – July 2012; Q25a. Research sources used; Sample Base: Vietnam internet users who bought a product in past 12 months (consumer electronics / durables 344, computer hardware 198, telecoms service provider / mobile phone 333, beauty care 196, food / groceries 192, health 196, car 84, motorbike 197, apparel 192, portable electronics 194, travel 194, insurance 195, savings product 191). NOTE: See appendix for sources included in ZMOT, FMOT, Stimulus groups Google Confidential and Proprietary
  28. 28. Internet users research online in many different ways It is common for internet users to research products online in many different ways – e.g. reading reviews, looking for sales and availability, comparing with other media, bookmarking pages they like for future reference. Read my friend's reviews on a product or looked at their likes / fan pages Looked up independent reviews on the product / brand Recommended a site or product to my friends on a social networking site Saw what others who viewed the item actually purchased Sent a link to someone else for their input Found locations of the store Read reviews on a particular store Got information on a particular store (hours, parking, etc.) Got maps / directions to the store Looked for information on upcoming sales at the store Checked availability of the item in the store Loaded coupons onto your shopper card Added sale date information to your calendar Called a store from phone number provided online Set price alerts to be notified when the product reaches your desired price Held or reserved an item in the store Compared to information found in newspapers or magazines Compared to information found in the yellow pages Looked up Rewards Programs / Points programs for special discounts / Looked at newspaper inserts / coupons online Looked for online coupons that you can use in the store Used internet to create shopping list Printed out information to take to the store Bookmarked pages with information you want to save for future reference Used mobile phone to find directions Used search engine on my mobile phone Checked in to a location with your mobile phone Used mobile phone to find the best prices Used mobile phone to create shopping list Scanned a QR code in store TNS Vietnam Digital Profiling – July 2012 Question: Q34 Internet research items Sample base: Vietnam internet users n=1,010 49 37 23 22 69% 18 35 34 65% 32 32 46 45 64% 14 31 27 54% 19 19 47 51% 20 42 50% 30 33 27 50% 17 49 21 19 17 49% 42% 15 14 5 % activities done online when researching last purchase Google Confidential and Proprietary 28
  29. 29. Search and the research process Google Confidential and Proprietary 29
  30. 30. Search is used for info and as a link to other sites online Used  search   engines   i Used  as  a  source  of   informa3on   Used  as  a  gateway  to   online  sources   Search engines are used in multi-dimensional ways – as information sources in their own right (i.e. information shown on results pages) and as gateways to other online sources (i.e. links to other sites) … 69%   66%   TNS Vietnam Digital Profiling – July 2012 Question: Q25a Research behaviour; Q28a Search engines used; Q27 Information trigger Sample base: Vietnam internet users n=1,010 … usage is not mutually exclusive and users tend to use search engines as information gateway and sources destinations. Google Confidential and Proprietary 30
  31. 31. Search engines are widely used for product research 2 in 3 internet users in Vietnam use search for pre-purchase product research and, those who rely on search, use this source multiple times. Google is by far the most popular search engine. Used search for product research Average times used 69% 7.6 Used search more than 10 times 40% usage 99% TNS Vietnam Digital Profiling – July 2012 Question: Q25a Research behaviour; Q28a Search engines used; Q28b Search engine usage frequency Sample base: Vietnam internet users n=1,010; Vietnam internet users, used search engines to research product n=693 Google Confidential and Proprietary 31
  32. 32. 6 in 10 trust in search results to meet their needs 6  in  10  internet  users  trust  that  the  results   search  engines  provide  will  meet  their  needs     6  in  10  also  think  search  engines  always   bring  up  relevant  sites     6  in  10  have  a  preferred  search  engine     that  they  use   41%  think  adver0sing  that  appears  on  the  search  is     relevant  and  useful  to  them TNS Vietnam Digital Profiling – July 2012 Question: Q29 Thinking specifically about product research, how much do you agree with the following statements where 1 = disagree, and 5 = completely agree Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 32
  33. 33. Google is by far the most widely used search engine When internet users use search, they turn to Google first – almost universally. 99%   Baamboo.com 9%   46%   9%   18%   12%   TNS Vietnam Digital Profiling – July 2012 Question:Q28a Search engine usage? Sample base: Vietnam internet users, used search engines to research product n=693 Socbay.com 7%   Xalo.vn Google Confidential and Proprietary 33
  34. 34. 1/ 2 internet users have researched via video portals Those using video portals predominantly use YouTube. 48%  used  a   video  portal   when   researching 92%   38%   25%   17%   15%   8%   TNS Vietnam Digital Profiling – July 2012 Question: Q30 Video portal usage Sample base: Vietnam internet users , used video portals to research product n=485 Google Confidential and Proprietary 34
  35. 35. Advertising and the research process Google Confidential and Proprietary 35
  36. 36. Online advertising leads to further online research 78%   YES   Almost 8 in 10 recall advertising on the internet and this generally leads to further research online. Almost 1 in 4 of those who recall online advertising went on to purchase the brand or product. Ac3on  taken  aPer  seeing   adver3sing  online   Bought the product 23%   Researched further online 84%   Researched further offline 69%   TNS Vietnam Digital Profiling – July 2012 Question: Q31 Online advertising. Q33 Online advertising action Sample base: Vietnam internet users n=1,010; Recall online advertising n=786 Google Confidential and Proprietary 36
  37. 37. Online response to internet ads is reactive and proactive Those who see online advertising may react and click on a link, or proactively use search, visit websites or research later. Over half the users immediately click on the advertisement. 55%   Clicked on the ad on the internet 53%   Used a search engine to get more information about the product 47%   Visited a website of the brand/product shown in the ad 41%   Started to research the brand/product immediately online Researched further online (Top 4 ) TNS Vietnam Digital Profiling – July 2012 Question: Online advertising action Sample base: Vietnam internet users, recall online advertising n=786 Google Confidential and Proprietary 37
  38. 38. 7 out of 10 follow online advertising with offline actions Offline, internet users in Vietnam may keep the advertised brand in consideration or actively compare it to other options. Talking to others and visiting the store is also common. 44%   Compared the brand/product with other choices in my mind, by reading reviews/ specs 37%   Told friends, colleagues, family about the brand/product being advertised 33%   Kept the advertisement in mind when doing further research 30%   Visited a shop/branch/outlet of the brand/product advertised Researched further off line (Top 4 ) TNS Vietnam Digital Profiling – July 2012 Question: Q33 What did you do after seeing the advertisement on the internet? Sample base: Vietnam internet users, recall online advertising n=786 Google Confidential and Proprietary 38
  39. 39. Online ads help to increase brand knowledge Internet users in Vietnam primarily see online advertising as a way to increase brand knowledge – 2/3 say this. 1 in 2 also think online ads are a good way to hear about deals & discounts, and they also bring brands into the consideration set. i Increase brand knowledge Easily access information about the brand   Hear about great deals/ discounts for the brand   Believe the brand is available to you as a customer   66%   53%   30%   Discover brands Attitudes to brands that advertise online More likely to consider brands that advertise online More likely to discover brands that advertise online Makes you more interested in finding out more about the brand 51% 46% 46% Build brand image Believe the brand has something special or unique to offer Trust in the quality of the brand TNS Vietnam Digital Profiling – July 2012 Question: Q32 Online advertising attitude? Sample base: Vietnam internet users, recall online advertising n=786 35% 34% Google Confidential and Proprietary 39
  40. 40. Summary Google Confidential and Proprietary 40
  41. 41. Key findings Internet users are young, educated decision-makers. They are keen communicators about brands and products, seek to influence others through digital word-of-mouth and are therefore a key target group for Vietnamese marketers. The internet is now an essential tool in Vietnam – once people are online, they use the internet intensely, visiting multiple sites, multiple times and over extended time periods each day. This is now a key channel to reach and interact with consumers. The internet has become so important in Vietnam that content is being consumed at the same rate (or more) than other media. This level of usage presents greater opportunity to connect with consumers during the day. Internet users like to be constantly connected – 8 in 10 access the internet in public locations and mobile internet (although not yet a primary connection point) is now being used regularly. Mobile will need to form a key part of future digital strategies. The internet plays a considerable role in shopping behaviour in Vietnam – online purchase is developing and, in terms of pre-purchase product research, online sources are being readily and widely referenced (reading reviews, checking availability, making comparisons etc). Search is integral to internet use – it is used as both an information source pre-purchase and as a gateway portal to other sites online. Search is used multiple times, results are seen as relevant, and Google is the search engine of choice by far. Online advertising has high visibility. It results in action ranging from further research online (return to search, visiting advertised sites etc), offline chatter and comparison, and even purchase. Online advertising is an important aid to brand discovery and future consideration. Google Confidential and Proprietary 41
  42. 42. Appendix Google Confidential and Proprietary 42
  43. 43. Demographics: technology products owned The laptop is the primary technology device for Vietnamese internet users (39% claim laptop primary device) 83 70 68 62 59 57 45 40 22 19 15 14 12 10 % owning technology products TNS Vietnam Digital Profiling – July 2012 Question: D1 Technology products owned; D2 Primary technology product Sample base: Vietnam internet users n=1,010 Google Confidential and Proprietary 43
  44. 44. Demographics: mobile internet usage 41%   have  mobile  internet   enabled  on  their  phone   49%   1  in  2  smartphone  owners   uses  Android  OS   % activities conducted on smartphones Daily  usage     Weekly  usage     Occasionally         Never   Browsing         60%   Emailing         60%   Search         58%   Video         39%   Social            51%   27%   20%   28%   29%   24%   10%   15%   11%   22%   17%   4%   5%   3%   11%   9%   TNS Vietnam Digital Profiling – July 2012 Question: D3 Mobile OS; D4 Smartphone activities Sample base: Vietnam internet users n=1,010; Vietnam internet users with smartphone n=410 Google Confidential and Proprietary 44
  45. 45. Telecoms and tech products are of primary importance Internet users in Vietnam consider Tech & Telco to be essentials they couldn’t live without – slightly more important than cars/ motorbikes, groceries and personal products and retail products. % saying ‘couldn’t live with this product’ Technology products 63%   56%   53%   Retail 53%   Education TNS Vietnam Digital Profiling – July 2012 Question: Q20b Category interest Sample base: Vietnam internet users n=1,010 64%   Consumer goods Nice to have but not essential Telecoms products Automotive Couldn’t live without this 41%   Finance 36%   Travel 24%   Google Confidential and Proprietary 45
  46. 46. Report note: ZMOT, FMOT, Stimulus groups Stimulus Stimulus Zero moment of truth ZMOT Specialist books Search engines (e.g. Google, Yahoo) Newspapers Online shops or websites of suppliers or retailers Through TV – advertising / commercial TV Blogs, forums, review or comparison sites Through TV – special television programs or shows Video portals to watch relevant clips or videos (e.g. YouTube) Brochures/ catalogues Social networking sites (e. g. Facebook) Radio Map sites, e.g. to find stores Other offline source FMOT Online shops or websites of producers, manufacturers or brands Special magazines First moment of truth Online auction sites (e.g. Ebay) I spoke to a sales clerk in a shop Microblogs such as Twitter Other online sources I spoke to friends and colleagues I spoke to family members Google Confidential and Proprietary 46
  47. 47. Please contact TNS Australia for more information Google Confidential and Proprietary 47
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