Key Trends Shaping the Digital Landscape
And The Current State of the Internet in Vietnam
11 December 2012
Joe Nguyen,
Snr...
Google Confidential and Proprietary 2
Today’s Global Internet User
Source: comScore Media Metrix, qSearch and Video Metrix...
Google Confidential and Proprietary
The U.S. Is No Longer the Center of the Online
Universe
3
In 1996, 2/3 of world’s Inte...
Google Confidential and Proprietary
China, the U.S. and Japan Represent Largest
Online Populations
Source: comScore Media ...
Google Confidential and Proprietary
Vietnam’s Online Population has grown 15%
since October 2011
0
2,000
4,000
6,000
8,000...
Google Confidential and Proprietary
Vietnam is similar to other SEA countries in
Age Distribution of Online Users
Source: ...
Google Confidential and Proprietary
These Young Users Account for an Even
Greater Share of Time
Source: comScore Media Met...
Google Confidential and Proprietary
In most of SEA, Total Engagement Falls Below
Global Average – EXCEPT VN and TH
Source:...
Google Confidential and Proprietary
4 KEY TRENDS SHAPING THE DIGITAL
LANDSCAPE
!  SOCIAL NETWORKING
!  E-COMMERCE
!  ONLIN...
Google Confidential and Proprietary
SOCIAL
NETWORKING
Google Confidential and Proprietary
The Rise of the Global Social Networking Audience
0
200
400
600
800
1,000
1,200
1,400
...
Google Confidential and Proprietary
Vietnam has seen an 17% increase in Social
Networkers Y-O-Y
Source: comScore Media Met...
Google Confidential and Proprietary
Source: comSCore Media Metrix,
March 2007 – October 2011
Google Confidential and Proprietary
The Philippines has the Highest Reach for
Social Networking, but Thailand is Home to t...
Google Confidential and Proprietary
e-Commerce
Google Confidential and Proprietary
Asia Pacific Falls Below the Global Average for
Retail Visitation
Source: comScore Med...
Google Confidential and Proprietary
But eCommerce is dependent on Banks…
And
Travel!
Source: comScore Media Metrix, Visito...
Google Confidential and Proprietary
ONLINE VIDEO
Google Confidential and Proprietary
1.2 Billion People Worldwide Viewed a Total of 211
Billion Videos in April 2012
Source...
Google Confidential and Proprietary
Vietnam has more Online Video Viewers than
many other Asian Countries
Source: comScore...
Google Confidential and Proprietary
Youtube leads, but local sites do very well!
Source: comScore Video Metrix Vietnam, Ju...
Google Confidential and Proprietary
MOBILE
Google Confidential and Proprietary
11.5%
9.5%
8.2%
7.7%
7.1%
6.5%
5.2%
5.1%
2.8%
1.5%
Singapore
UK
U.S.
Australia
Japan
C...
Google Confidential and ProprietaryConfidential and Proprietary 25
Weekday Share of Device Page Traffic in the Singapore
P...
Google Confidential and Proprietary
Tablets Account for More than 40% in Malaysia,
Philippines, Thailand
Source: comScore ...
Google Confidential and Proprietary
Key Takeaways
•  Vietnam’s Internet Population is very young and growing
•  Like elsew...
Google Confidential and Proprietary
Last Thought – VN Total Adspend vs. Digital
since 2001
28
0
100
200
300
400
500
600
70...
Key Trends Shaping the Digital Landscape
And The Current State of the Internet in Vietnam
11 December 2012
Joe Nguyen,
Snr...
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Think digital google

  1. 1. Key Trends Shaping the Digital Landscape And The Current State of the Internet in Vietnam 11 December 2012 Joe Nguyen, Snr Vice President, APAC – comScore e: jnguyen@comscore.com t: @jnguyen Analytics for the Digital World
  2. 2. Google Confidential and Proprietary 2 Today’s Global Internet User Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+ Home/Work Location, Worldwide, April 2012 24 Number of Hours Spent Online 2,300 pages of content consumed 56 Distinct Visits to the Web 174 Online Videos Viewed 121 Searches Performed 1 in 5 Minutes Spent Social Networking
  3. 3. Google Confidential and Proprietary The U.S. Is No Longer the Center of the Online Universe 3 In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of the online population. Asia Pacific Distribution of Worldwide Internet Audience 66% 13% 34% 87% 1996 2011 U.S. Internet Population vs. Rest of the World Rest of the World U.S. Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012 Asia Pacific, 41.1% Europe, 26.6% North America, 14.5% Latin America, 8.9% Middle East- Africa, 8.9%
  4. 4. Google Confidential and Proprietary China, the U.S. and Japan Represent Largest Online Populations Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 333,930 188,478 73,466 57,838 56,924 51,600 45,478 43,207 37,613 31,005 China United States Japan India Russia Germany Brazil France United Kingdom South Korea World’s Largest Internet Markets Unique Visitors (000)
  5. 5. Google Confidential and Proprietary Vietnam’s Online Population has grown 15% since October 2011 0 2,000 4,000 6,000 8,000 10,000 12,000 14,000 16,000 All Females (15+) All Males (15+) 5 Online Population in 000s •  53% male •  5.7 million between 15-34 •  70% of VN males •  47% female •  5.4 million between 15-34 •  75% of VN females Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Aug 2011-Oct 2012
  6. 6. Google Confidential and Proprietary Vietnam is similar to other SEA countries in Age Distribution of Online Users Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 74.7% 74.4% 73.3% 71.2% 70.7% 70.6% 70.6% 65.8% 62.6% 62.3% 52.8% India Thailand Vietnam Venezuela Indonesia Philippines Turkey Colombia Mexico Malaysia Singapore % of Internet Audience Under Age 35
  7. 7. Google Confidential and Proprietary These Young Users Account for an Even Greater Share of Time Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 77.5% 78.6% 71.4% 71.0% 65.0% 58.4% 22.5% 21.4% 28.6% 29.0% 35.0% 41.6% Thailand Vietnam Indonesia Philippines Malaysia Singapore Share of Total Online Minutes Under Age 35 Age 35 and Older
  8. 8. Google Confidential and Proprietary In most of SEA, Total Engagement Falls Below Global Average – EXCEPT VN and TH Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 23.8 39.6 37.1 29.8 29.1 21.5 19.2 17.4 16.3 Worldwide U.S. UK Thailand Vietnam Singapore Philippines Malaysia Indonesia Average Hours Spent Online, April 2012
  9. 9. Google Confidential and Proprietary 4 KEY TRENDS SHAPING THE DIGITAL LANDSCAPE !  SOCIAL NETWORKING !  E-COMMERCE !  ONLINE VIDEO !  MOBILE
  10. 10. Google Confidential and Proprietary SOCIAL NETWORKING
  11. 11. Google Confidential and Proprietary The Rise of the Global Social Networking Audience 0 200 400 600 800 1,000 1,200 1,400 1,600 2007 2008 2009 2010 2011 +174% +88% Total Internet Social Networking Source: comScore Media Metrix, March 2007 - October 2011 Worldwide Total Unique Visitors (MM)
  12. 12. Google Confidential and Proprietary Vietnam has seen an 17% increase in Social Networkers Y-O-Y Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, Oct 2011- Oct 2012
  13. 13. Google Confidential and Proprietary Source: comSCore Media Metrix, March 2007 – October 2011
  14. 14. Google Confidential and Proprietary The Philippines has the Highest Reach for Social Networking, but Thailand is Home to the Most Engaged Social Networkers Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012 96.0% 94.7% 94.2% 92.6% 92.5% 86.3% Philippines Singapore Malaysia Indonesia Thailand Vietnam Social Networking % Reach of Visitors 8.9 8.0 5.6 4.9 3.7 3.7 Thailand Philippines Malaysia Indonesia Singapore Vietnam Social Networking Average Hours per Visitor In Oct. 2012, this was 5.9 Hrs per visitor!
  15. 15. Google Confidential and Proprietary e-Commerce
  16. 16. Google Confidential and Proprietary Asia Pacific Falls Below the Global Average for Retail Visitation Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 72.0% 88.6% 78.1% 70.6% 67.0% 51.2% Worldwide North America Europe Latin America Asia Pacific Middle East - Africa % Reach of Retail Category by Global Region % Reach of Retail Category APAC Taiwan 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. 17. Google Confidential and Proprietary But eCommerce is dependent on Banks… And Travel! Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, Oct 2011- Oct 2012
  18. 18. Google Confidential and Proprietary ONLINE VIDEO
  19. 19. Google Confidential and Proprietary 1.2 Billion People Worldwide Viewed a Total of 211 Billion Videos in April 2012 Source: comScore Video Metrix, Viewers Age 15+ Home/ Work Location, April 2012, Worldwide 87.6 4.1 3.5 3.1 2.7 Google Sites Youku Inc. Dwango Co., Ltd. VEVO Tencent Inc. Top Global Video Properties by Videos Viewed (Billions) Share of Videos 41.4% 1.9% 1.6% 1.5% 1.3% 2 in every 5 Videos Viewed on YouTube
  20. 20. Google Confidential and Proprietary Vietnam has more Online Video Viewers than many other Asian Countries Source: comScore Video Metrix, July 2012
  21. 21. Google Confidential and Proprietary Youtube leads, but local sites do very well! Source: comScore Video Metrix Vietnam, July 2012
  22. 22. Google Confidential and Proprietary MOBILE
  23. 23. Google Confidential and Proprietary 11.5% 9.5% 8.2% 7.7% 7.1% 6.5% 5.2% 5.1% 2.8% 1.5% Singapore UK U.S. Australia Japan Canada Spain India France Brazil Non-Computer Traffic for Selected Markets Mobile Tablet Other Mobile & Tablet Devices Shifting How Users Connect Across the Globe Source: comScore Device Essentials, Dec-2011
  24. 24. Google Confidential and ProprietaryConfidential and Proprietary 25 Weekday Share of Device Page Traffic in the Singapore PCs dominate working hours Tablets rule the home Smartphones bridge the gaps Source: comScore Device Essential, Week of May 14, 2012, Singapore Cross-Device Consumption Trend: Device Usage Differs Throughout Day PCs dominate working hours
  25. 25. Google Confidential and Proprietary Tablets Account for More than 40% in Malaysia, Philippines, Thailand Source: comScore Device Essentials, March 2012 58.9% 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 Indonesia Share of Non-Computer Traffic by Market Mobile Tablet Other
  26. 26. Google Confidential and Proprietary Key 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 will have to lead •  Vietnamese, more than other SEA counterparts, love online videos •  Mobile internet and tablet usage are still growing in Vietnam 27
  27. 27. Google Confidential and Proprietary Last Thought – VN Total Adspend vs. Digital since 2001 28 0 100 200 300 400 500 600 700 800 900 1000 0 2 4 6 8 10 12 14 16 18 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Digital AdSpend (US$ Million) Total AdSpend (US$ Million) Source: ZenithOptimedia - ADVERTISING EXPENDITURE FORECASTS DECEMBER 2012 DigitalAdspend(US$Million) DigitalTOTALAdspend(US$Million)
  28. 28. Key Trends Shaping the Digital Landscape And The Current State of the Internet in Vietnam 11 December 2012 Joe Nguyen, Snr Vice President, APAC – comScore e: jnguyen@comscore.com t: @jnguyen Analytics for the Digital World
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