Key Trends Shaping the Digital Landscape
And The Current State of the Internet in Vietnam
11 December 2012
Joe Nguyen,
Snr...
Today’s Global Internet User

24

1 in 5

Number of Hours
Spent Online

Minutes Spent
Social Networking

174

2,300

Onlin...
The U.S. Is No Longer the Center of the Online
Universe
U.S. Internet Population vs. Rest of the World

Rest of the
World
...
China, the U.S. and Japan Represent Largest
Online Populations
World’s Largest Internet Markets
Unique Visitors (000)
333,...
Vietnam’s Online Population has grown 15%
since October 2011
16,000

Online Population in 000s

14,000
12,000

• 
• 

10,0...
Vietnam is similar to other SEA countries in
Age Distribution of Online Users
% of Internet Audience Under Age 35
India

7...
These Young Users Account for an Even
Greater Share of Time
Share of Total Online Minutes
Thailand

77.5%

22.5%

Vietnam
...
In most of SEA, Total Engagement Falls Below
Global Average – EXCEPT VN and TH
Average Hours Spent Online, April 2012
39.6...
4 KEY TRENDS SHAPING THE DIGITAL
LANDSCAPE
!  SOCIAL NETWORKING
!  E-COMMERCE
!  ONLINE VIDEO
!  MOBILE

Google Confidenti...
SOCIAL
NETWORKING
Google Confidential and Proprietary
The Rise of the Global Social Networking Audience
Worldwide Total Unique Visitors (MM)

1,600

+88%

1,400

Total Internet...
Vietnam has seen an 17% increase in Social
Networkers Y-O-Y

Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Lo...
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 the
Most Engaged Social Networkers
So...
e-Commerce

Google Confidential and Proprietary
Asia Pacific Falls Below the Global Average for
Retail Visitation
% Reach of Retail Category
by Global Region
Worldwide

7...
But eCommerce is dependent on Banks…

And
Travel!

Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, Oc...
ONLINE VIDEO

Google Confidential and Proprietary
1.2 Billion People Worldwide Viewed a Total of 211
Billion Videos in April 2012
Top Global Video Properties by
Videos View...
Vietnam has more Online Video Viewers than
many other Asian Countries

Source: comScore Video Metrix, July 2012

Google Co...
Youtube leads, but local sites do very well!

Source: comScore Video Metrix Vietnam, July 2012

Google Confidential and Pr...
MOBILE

Google Confidential and Proprietary
Mobile & Tablet Devices Shifting How Users
Connect Across the Globe
Non-Computer Traffic for Selected Markets
Mobile

Tabl...
Cross-Device Consumption Trend: Device Usage
Differs Throughout Day
Tablets rule the
PCs dominate

home

working hours
Sma...
Tablets Account for More than 40% in Malaysia,
Philippines, Thailand
Share of Non-Computer Traffic by Market
Mobile

Table...
Key Takeaways
•  Vietnam’s Internet Population is very young and growing
•  Like elsewhere, Social Networks are dominating...
Last Thought – VN Total Adspend vs. Digital
since 2001
16

Digital Adspend (US$ Million)

1000
900
800

14

700

12

600
1...
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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Google Digital Landscape Trends 2012

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Google Digital Landscape Trends 2012

  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. Today’s Global Internet User 24 1 in 5 Number of Hours Spent Online Minutes Spent Social Networking 174 2,300 Online Videos Viewed pages of content consumed 121 Searches Performed 56 Distinct Visits to the Web Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+ Home/Work Location, Worldwide, April 2012 Google Confidential and Proprietary 2
  3. 3. The U.S. Is No Longer the Center of the Online Universe U.S. Internet Population vs. Rest of the World Rest of the World Middle EastLatin Africa, America, 8.9% 8.9% 34% 87% U.S. 66% 13% 1996 Distribution of Worldwide Internet Audience 2011 North America, 14.5% Asia Pacific, 41.1% Asia Pacific Europe, 26.6% 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. Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012 Google Confidential and Proprietary 3
  4. 4. China, the U.S. and Japan Represent Largest Online Populations World’s Largest Internet Markets Unique Visitors (000) 333,930 China 188,478 United States Japan 73,466 India 57,838 Russia 56,924 Germany 51,600 Brazil 45,478 France 43,207 United Kingdom 37,613 South Korea 31,005 Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 Google Confidential and Proprietary
  5. 5. Vietnam’s Online Population has grown 15% since October 2011 16,000 Online Population in 000s 14,000 12,000 •  •  10,000 •  8,000 6,000 •  •  4,000 •  2,000 0 All Females (15+) 53% male 5.7 million between 15-34 70% of VN males 47% female 5.4 million between 15-34 75% of VN females All Males (15+) Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Aug 2011-Oct 2012 Google Confidential and Proprietary 5
  6. 6. Vietnam is similar to other SEA countries in Age Distribution of Online Users % of Internet Audience Under Age 35 India 74.7% Thailand 74.4% 73.3% Vietnam Venezuela 71.2% Indonesia 70.7% Philippines 70.6% Turkey 70.6% Colombia 65.8% Mexico 62.6% Malaysia 62.3% Singapore 52.8% Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 Google Confidential and Proprietary
  7. 7. These Young Users Account for an Even Greater Share of Time Share of Total Online Minutes Thailand 77.5% 22.5% Vietnam 78.6% 21.4% Indonesia 71.4% 28.6% Philippines 71.0% 29.0% Malaysia Singapore 65.0% 35.0% 58.4% Under Age 35 41.6% Age 35 and Older Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 Google Confidential and Proprietary
  8. 8. In most of SEA, Total Engagement Falls Below Global Average – EXCEPT VN and TH Average Hours Spent Online, April 2012 39.6 37.1 29.8 29.1 23.8 21.5 ide ldw Wor . U.S UK 19.2 17.4 16.3 ia ia re es nd am apo lays ndones aila ppin ietn i V Th Ma I Sing Phil Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 Google Confidential and Proprietary
  9. 9. 4 KEY TRENDS SHAPING THE DIGITAL LANDSCAPE !  SOCIAL NETWORKING !  E-COMMERCE !  ONLINE VIDEO !  MOBILE Google Confidential and Proprietary
  10. 10. SOCIAL NETWORKING Google Confidential and Proprietary
  11. 11. The Rise of the Global Social Networking Audience Worldwide Total Unique Visitors (MM) 1,600 +88% 1,400 Total Internet 1,200 +174% 1,000 Social Networking 800 600 400 200 0 2007 2008 2009 2010 2011 Source: comScore Media Metrix, March 2007 - October 2011 Google Confidential and Proprietary
  12. 12. 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 Google Confidential and Proprietary
  13. 13. Source: comSCore Media Metrix, March 2007 – October 2011 Google Confidential and Proprietary
  14. 14. The Philippines has the Highest Reach for Social Networking, but Thailand is Home to the Most Engaged Social Networkers Social Networking % Reach of Visitors Philippines 96.0% Singapore Social Networking Average Hours per Visitor Thailand 8.9 94.7% Philippines Malaysia 94.2% 8.0 Malaysia Indonesia 92.6% Indonesia Thailand 92.5% Singapore 5.6 Vietnam 86.3% Vietnam Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012 4.9 3.7 3.7 In Oct. 2012, this was 5.9 Hrs per visitor! Google Confidential and Proprietary
  15. 15. e-Commerce Google Confidential and Proprietary
  16. 16. Asia Pacific Falls Below the Global Average for Retail Visitation % Reach of Retail Category by Global Region Worldwide 72.0% North America Europe Latin America Asia Pacific Middle East Africa 88.6% 78.1% 70.6% 67.0% 51.2% % Reach of Retail Category APAC Taiwan Japan New Zealand Vietnam Australia South Korea Hong Kong Singapore Thailand China India Indonesia Philippines Malaysia Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 85.8% 83.9% 80.7% 79.2% 72.7% 72.4% 70.0% 67.2% 66.8% 64.9% 57.6% 54.9% 50.7% 50.2% Google Confidential and Proprietary
  17. 17. But eCommerce is dependent on Banks… And Travel! Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, Oct 2011- Oct 2012 Google Confidential and Proprietary
  18. 18. ONLINE VIDEO Google Confidential and Proprietary
  19. 19. 1.2 Billion People Worldwide Viewed a Total of 211 Billion Videos in April 2012 Top Global Video Properties by Videos Viewed (Billions) Google Sites Share of Videos 87.6 41.4% Youku Inc. 4.1 1.9% Dwango Co., Ltd. 3.5 1.6% VEVO 3.1 Tencent Inc. 2 in every 5 Videos Viewed on YouTube 2.7 Source: comScore Video Metrix, Viewers Age 15+ Home/ Work Location, April 2012, Worldwide 1.5% 1.3% Google Confidential and Proprietary
  20. 20. Vietnam has more Online Video Viewers than many other Asian Countries Source: comScore Video Metrix, July 2012 Google Confidential and Proprietary
  21. 21. Youtube leads, but local sites do very well! Source: comScore Video Metrix Vietnam, July 2012 Google Confidential and Proprietary
  22. 22. MOBILE Google Confidential and Proprietary
  23. 23. Mobile & Tablet Devices Shifting How Users Connect Across the Globe Non-Computer Traffic for Selected Markets Mobile Tablet Other Singapore 11.5% UK 9.5% U.S. 8.2% Australia 7.7% Japan 7.1% Canada 6.5% Spain 5.2% India 5.1% France Brazil 2.8% 1.5% Source: comScore Device Essentials, Dec-2011 Google Confidential and Proprietary
  24. 24. Cross-Device Consumption Trend: Device Usage Differs Throughout Day Tablets rule the PCs dominate home working hours Smartphones bridge the gaps Weekday Share of Device Page Traffic in the Singapore Source: comScore Device Essential, Confidential and Proprietary 25 Week of May 14, 2012, Singapore Google Confidential and Proprietary
  25. 25. Tablets Account for More than 40% in Malaysia, Philippines, Thailand Share of Non-Computer Traffic by Market Mobile Tablet Other 21.5% 39.3% 44.5% 42.8% 9.4% 46.2% 77.8% 58.9% 54.6% 49.5% 51.0% Singapore Malaysia Philippines Thailand 90.2% Source: comScore Device Essentials, March 2012 Vietnam Indonesia Google Confidential and Proprietary
  26. 26. 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 Google Confidential and Proprietary 27
  27. 27. Last Thought – VN Total Adspend vs. Digital since 2001 16 Digital Adspend (US$ Million) 1000 900 800 14 700 12 600 10 500 8 400 6 300 4 200 2 100 0 Digital TOTAL Adspend (US$ Million) 18 0 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 Google Confidential and Proprietary 28
  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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