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

    • Key Trends Shaping the Digital LandscapeAnd The Current State of the Internet in Vietnam11 December 2012Joe Nguyen,Snr Vice President, APAC – comScoree: jnguyen@comscore.com Analytics for the Digital Worldt: @jnguyen
    • Today’s Global Internet User 1 in 5 24 Minutes Spent Number of HoursSocial Networking Spent Online 174 2,300 Online Videos pages of content Viewed consumed 121 56 Searches Distinct Visits Performed to the Web Source: comScore Media Metrix, qSearch and Video Metrix, Google Confidential and Proprietary 2 Visitors Age 15+ Home/Work Location, Worldwide, April 2012
    • The U.S. Is No Longer the Center of the Online Universe U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience MiddleRest of the East- World 34% Latin Africa, America, 8.9% Asia 8.9% Pacific, 87% North 41.1% America, U.S. 14.5% Asia Pacific 66% 13% Europe, 26.6% 1996 2011In 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
    • China, the U.S. and Japan Represent LargestOnline Populations World’s Largest Internet Markets Unique Visitors (000) China 333,930 United States 188,478 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
    • Vietnam’s Online Population has grown 15%since October 2011 Online Population in 000s16,00014,000 •  53% male12,000 •  5.7 million between 15-3410,000 •  70% of VN males 8,000 6,000 •  47% female 4,000 •  5.4 million between 15-34 2,000 •  75% of VN females 0 All Females (15+) All Males (15+) Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Aug 2011-Oct 2012 Google Confidential and Proprietary 5
    • Vietnam is similar to other SEA countries inAge Distribution of Online Users % of Internet Audience Under Age 35 India 74.7% Thailand 74.4% Vietnam 73.3% 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
    • These Young Users Account for an EvenGreater 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 65.0% 35.0%Singapore 58.4% 41.6% Under Age 35 Age 35 and Older Source: comScore Media Metrix, Visitors Age 15+ Home/ Google Confidential and Proprietary Work Location, April 2012
    • 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 19.2 17.4 16.3 ide . UK nd am re es ia ia ldw U.S aila ietn apo ppin lays ndonesWor Th V Sing Phil i Ma I Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 Google Confidential and Proprietary
    • 4 KEY TRENDS SHAPING THE DIGITALLANDSCAPE!  SOCIAL NETWORKING!  E-COMMERCE!  ONLINE VIDEO!  MOBILE Google Confidential and Proprietary
    • SOCIALNETWORKING Google Confidential and Proprietary
    • The Rise of the Global Social Networking Audience Worldwide Total Unique Visitors (MM)1,6001,400 +88% Total Internet1,2001,000 +174% Social Networking 800 600 400 200 0 2007 2008 2009 2010 2011 Source: comScore Media Metrix, March 2007 - October 2011 Google Confidential and Proprietary
    • Vietnam has seen an 17% increase in SocialNetworkers Y-O-Y Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, Oct 2011- Oct 2012 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 the Most Engaged Social Networkers Social Networking % Reach Social Networking Average of Visitors Hours per VisitorPhilippines 96.0% Thailand 8.9Singapore 94.7% Philippines 8.0 Malaysia 94.2% Malaysia 5.6 Indonesia 92.6% Indonesia 4.9 Thailand 92.5% Singapore 3.7 In Oct. 2012, Vietnam 86.3% Vietnam 3.7 this was 5.9 Hrs per visitor! Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012 Google Confidential and Proprietary
    • e-Commerce Google Confidential and Proprietary
    • Asia Pacific Falls Below the Global Average for Retail Visitation % Reach of Retail Category % Reach of Retail Category APAC by Global Region Taiwan 85.8% Japan 83.9% Worldwide 72.0% New Zealand 80.7% Vietnam 79.2%North America 88.6% Australia 72.7% South Korea 72.4% Europe 78.1% Hong Kong 70.0% Singapore 67.2%Latin America 70.6% Thailand 66.8% China 64.9% Asia Pacific 67.0% India 57.6% Indonesia 54.9% Middle East - Philippines 50.7% 51.2% Africa Malaysia 50.2% Source: comScore Media Metrix, Visitors Age 15+ Home/ Google Confidential and Proprietary Work Location, April 2012
    • But eCommerce is dependent on Banks…AndTravel! Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, Oct 2011- Oct 2012 Google Confidential and Proprietary
    • ONLINE VIDEO Google Confidential and Proprietary
    • 1.2 Billion People Worldwide Viewed a Total of 211Billion Videos in April 2012 Top Global Video Properties by Share of Videos Viewed (Billions) Videos Google Sites 87.6 41.4% Youku Inc. 4.1 1.9% Dwango Co., Ltd. 3.5 1.6% 2 in every 5 Videos Viewed on VEVO 3.1 YouTube 1.5% Tencent Inc. 2.7 1.3% Source: comScore Video Metrix, Viewers Age 15+ Home/ Work Location, April 2012, Worldwide Google Confidential and Proprietary
    • Vietnam has more Online Video Viewers thanmany other Asian Countries Source: comScore Video Metrix, July 2012 Google Confidential and Proprietary
    • Youtube leads, but local sites do very well! Source: comScore Video Metrix Vietnam, July 2012 Google Confidential and Proprietary
    • MOBILE Google Confidential and Proprietary
    • Mobile & Tablet Devices Shifting How UsersConnect 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 2.8% Brazil 1.5% Source: comScore Device Essentials, Dec-2011 Google Confidential and Proprietary
    • Cross-Device Consumption Trend: Device UsageDiffers 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 Google Confidential and Proprietary Week of May 14, 2012, Singapore
    • Tablets Account for More than 40% in Malaysia,Philippines, Thailand Share of Non-Computer Traffic by Market Mobile Tablet Other 9.4% 21.5% 39.3% 44.5% 42.8% 46.2% 90.2% 77.8% 58.9% 54.6% 49.5% 51.0%Singapore Malaysia Philippines Thailand Vietnam Indonesia Source: comScore Device Essentials, March 2012 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 Google Confidential and Proprietary 27
    • Last Thought – VN Total Adspend vs. Digitalsince 2001 18 1000 900 Digital TOTAL Adspend (US$ Million) 16 Digital Adspend (US$ Million) 800 14 700 12 600 10 500 8 400 6 300 4 200 2 100 0 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
    • Key Trends Shaping the Digital LandscapeAnd The Current State of the Internet in Vietnam11 December 2012Joe Nguyen,Snr Vice President, APAC – comScoree: jnguyen@comscore.com Analytics for the Digital Worldt: @jnguyen