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Cimigo Netcitizens 2012 - Report

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  • 1. 1.1. The Voice of the Consumer PartPart1.1.
  • 2. Cimigo VietnamIndonesia India China Hong Kong Philippines Singapore From 3 billion consumers Our 300 professionals advise companies that reach
  • 3. Our services fall into two areas Motivational research Market scoping and segmentation Concept testing New product development Brand positioning 1. Consulting Services Market tracking Product optimisation Brand equity Touch point management Customer loyalty 2. Research Services Ethnography Accompanied shopping In-depth interviewing Focus groups Vox pops Telephone interviewing Street intercepts Mystery shopping On line surveys Social media tracking
  • 4. Richard Burrage • Richard acts as a strategic partner for core consumer goods clients, focusing on new product development, brand positioning and communications development. • Richard has spent the last twenty years in Asia assisting in the development and building of 5 development and building of numerous brands to achieve leadership positions. • Richard is a UK national and resides in HCMC, Vietnam with his Vietnamese wife and three children. • Richard is the Managing Partner of Cimigo: www.cimigo.vn
  • 5. 2.2. NetCitizens 2012 PartPart2.2.
  • 6. 5,800 people. Largest study of it’s kind in Viet Nam. More than 5,875 men and women aged 15 – 64 years living in 12 urban centres of Viet Nam. Random sampling with Computer Aided Telephone Interviews (CATI). Data weighted to urban population of Viet Nam. Yielding n=3,405 internet users North, central and southern regional coverage including Ha Noi, Thai Nguyen, Thanh Hoa, Hai Phong, Da Nang, Nha Trang, Quy Nhon, An Giang, Dong Nai, Vung Tau, Ho Chi Minh City and Can Tho.
  • 7. Across 12 cities. Metro Ha Noi Ho Chi Minh City Tier 1 Hai Phong Da Nang Nha Trang Tier 2 Thai Nguyen Thanh Hoa Quy Nhon An GiangCan Tho An Giang Dong Nai Vung Tau
  • 8. Continued growth. More users than Australia & NZ population! Viet Nam internet users 26.8 30.8 24% 26% 31% 35% 25% 30% 35% 40% 25 30 35 40 Usersin%ofpopulation 3.1 6.3 10.7 14.7 17.7 20.8 22.5 26.8 4% 8% 13% 18% 21% 0% 5% 10% 15% 20% 25% 0 5 10 15 20 25 2003 2004 2005 2006 2007 2008 2009 2010 2011 Usersin%ofpopulation Users(million) Users (million) Penetration Source: www.vnnic.vn
  • 9. 3.3. So what? PartPart3.3.
  • 10. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Youth saturated But mobile will Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Beyond men, metro and premium consumers. engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 11. So what? Beyond men, metro and premium consumers
  • 12. More online than not at 58%.
  • 13. 50% of women vs. 66% of men.
  • 14. SEC of internet users Viable beyond AB. 56% 72% 63% 47% 58% 78% 63% 48% 60% 80% 100% 2010 2011 SEC % of Total Pop. Source: Cimigo NetCitizens 47% 29% 9% 27% 11% 12% 28% 27% 28% 7% 0% 20% 40% Total SEC A SEC B SEC C SEC D SEC E
  • 15. Internet penetration by region Viable beyond metro. 56% 58% All cities 58% 57% 49% 62% 58% 52% 0% 20% 40% 60% 80% 100% Metro VN Tier 1 Cities Tier 2 Cities 2010 2011 Source: Cimigo NetCitizens
  • 16. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Youth saturated But mobile will Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Beyond men, metro and premium consumers. engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 17. So what? Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey
  • 18. Smaller screens and access on the go 84% 38% 81% From a desktop computer 2010 Devices used for connecting online Mobile will change online journey. 38% 27% 47% 56% 4% 0% 20% 40% 60% 80% 100% From a laptop computer Via any mobile phone (smart phone or other) Tablet device (e.g. i-pad, galaxy) 2010 2011 Source: Cimigo NetCitizens
  • 19. Strong growth in internet access via mobile phones in tier 2 urban centres. Devices used for connecting online 81 46 82 38 81 From a laptop computer From a desktop computer Tier 2 Tier 1 Metro VN 7 29 28 54 2 12 37 46 2 23 33 38 0 20 40 60 80 100 Tablet device (e.g. i-pad, galaxy) Via smartphone Via mobile phone (non- smartphone) From a laptop computer Source: Cimigo NetCitizens
  • 20. Places usually use internet Weekdays by urban areas Tier 2 urban centres leaping online via mobile phones with 3G and wifi.. Digital programs viable beyond the metro centres. 81 80 100 Metro VN Tier 1 Tier 2 29 35 30 34 13 15 18 0 20 40 60 At home At work Wherever I HAVE 3G/GPRS Wherever I find a wifi connection At Internet Shop / Cyber Café At college or school At someone else's home On mobile phone Source: Cimigo NetCitizens
  • 21. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Youth saturated But mobile will Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Beyond men, metro and premium consumers. engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 22. So what? Youth saturated But mobile will grow 35+ And the online journey changes…
  • 23. Age of internet users Significant reach for under 35. How will 35+ grow? 95% 67% 58% 95% 70% 80% 100% Source: Cimigo NetCitizens 56% 32% 18% 58% 35% 18% 20% 19% 22% 11% 0% 20% 40% 60% Total Age 15-24 Age 25-34 Age 35-49 Age 50-64 2010 2011 Age % of Total Pop.
  • 24. Age of mobile internet users 50% increase in mobile internet usage amongst 35-49 y.o. Mobile supports 35+ online journey. 38% 48% Total 47% 37% 24% 8% 59% 47% 33% 11% 0% 20% 40% 60% 80% 100% 15-24 year olds 25-34 year olds 35-49 year olds 50-64 year olds 2010 2011 Source: Cimigo NetCitizens
  • 25. Real-time customer insights collection tool. Consumers are changing. Technology is reinventing. Our understanding of psychology is advancing. A forward looking approach to research is essential. Cimigo’s online platform provides continuous real-time monitoring of survey results, with in-built software to table & chart data. The results portal allows for different levels of access, and provides ‘red flag’ alerts for key questions.
  • 26. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Youth saturated But mobile will Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Beyond men, metro and premium consumers. engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 27. In home So what? Excessive Infotainment Are you part of the dialogue?
  • 28. FrequencyofUse It is where consumers are spending time. 66% 24% 2% 3% 1% 4% Everyday Several times a week Once a week Several times a month Once a month FrequencyofUse 130 Minutes per Day! Once a month Less often Source: Cimigo NetCitizens
  • 29. Consumers increasingly spending time online at home. Online competing or complementing TV screens? Weekday locations for being online 61% 73% 77% 81% 86% 80% 100% At home At work61% 26% 27% 30% 33% 34% 29% 23% 18% 25% 25% 5% 5% 5% 15% 16% 0% 20% 40% 60% 2007 2008 2009 2010 2011 At work At internet shopCyber cafe At college or school Source: Cimigo NetCitizens
  • 30. Conducting a myriad of online activities . 95% 94% 77% 68% 66% 63% 59% 55% 51% 44% Use for news Use a search site Listening to music Research for school/ office work Chatting Email Downloading music Searching information on brands/products Watching movies Visiting a social network Online information gathering 40% 35% 35% 26% 23% 22% 19% 14% 12% 9% 0% 20% 40% 60% 80% 100% Visiting forum Shopping/visting buy and sell sites/Auctions Playing games on web game * Playing games on online applications ** Downloading movies Visiting blogs Searching for a job Posting in forum Writing blogs E-Banking Source: Cimigo NetCitizens Online entertainment Online communication Blogging and social Networks Online business
  • 31. 94% 97% 91% 77% 88% 64% 79% 52% 61% 67% Use for news Use a search site e.g Google Listening to music Research for school/ office work Chatting Email Downloading music Searching information on brands/products Watching movies Visiting a social network A look to our future…. 47% 34% 49% 37% 29% 32% 20% 20% 20% 5% 0% 20% 40% 60% 80% 100% Visiting forum Shopping/visting buy and sell… Playing games on web game * Playing games on online applications ** Downloading movies Visiting blogs Searching for a job Posting in forum Writing blogs E-Banking 25-64 years 15-24 years Source: Cimigo NetCitizens
  • 32. 9 in 10 online consumers relying on internet for news. Advertisers need to follow consumer eyeballs online. Online Information gathering 53% 31% 5%Use for news 89% 49% 21% 31% 27% 7% 9% 0% 20% 40% 60% 80% 100% Use a search site Research for schooloffice work Everyday Once a week or more Once a month or more 87% 57% Source: Cimigo NetCitizens
  • 33. Entertainment is secondary to information gathering. Advertisers need to follow consumer eyeballs online. Popular entertainment online 27% 9% 6% 31% 24% 17% 10% 14% 12% Listening to music Downloading music Watching movies 67% 47% 35%6% 9% 6% 1% 17% 12% 8% 6% 12% 6% 4% 7% 0% 20% 40% 60% 80% 100% Watching movies Playing games on web game Playing games on online applications Downloading movies Everyday Once a week or more Once a month or more 35% 27% 18% 14% Source: Cimigo NetCitizens
  • 34. Online business nascent. Businesses need to lead the development of e-commerce. E-commerce and online banking. 5% 11% 8% Shopping / visting buy and sell sites / Auctions 24% 1%2% 3% 0% 10% 20% 30% E-Banking Everyday Once a week or more Once a month or more 6% Source: Cimigo NetCitizens
  • 35. Trust remains a barrier to online purchasing. Mechanisms for secure online purchasing necessary. Attitudes to online shopping. 51% 21% 27% I can buy a very wide choice of products on the internet 14% 28% 58% 0% 20% 40% 60% 80% 100% of products on the internet I think it is safe to buy products online Agree Neutral Disagree Source: Cimigo NetCitizens
  • 36. 3 in 4 online consumers use to find out about new products and brands. Engendering trust remains key. Online attitudes. 93% 5%2% The internet is an important source for news and information The internet helps me to find 74% 46% 16% 31% 9% 24% 0% 20% 40% 60% 80% 100% The internet helps me to find out about new products and brands I generally trust the information found on the internet Agree Neutral Disagree Source: Cimigo NetCitizens
  • 37. for consumer dialogue right messages and The digital world is a real option right positioning and brand’s value building a
  • 38. Managed online panellists for rapid surveys.
  • 39. 300 tests and counting….
  • 40. Brand tracking that gives you power. Large Samples Now Live Data or Clear Dashboards Is your current tracking give you: Quarterly presentations? Too late to inform? Situation past? Hindsight? Large Samples Now ROI Maximising Decision Tool Not A monitor
  • 41. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Youth saturated But mobile will Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Beyond men, metro and premium consumers. engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 42. So what? Mobile journey is different Mobile ease required Mobile enters path to purchase Reward, geolocation, knowledge, attract
  • 43. Increasingly anywhere, anytime. Internet by mobile phone 38% 48% Yes 62% 2010 48% 52% No 2011 Source: Cimigo NetCitizens
  • 44. Regional trends of mobile internet Users Across the country. North leading the regions in mobile internet uptake. 38% 48% Total 43% 34% 36% 55% 48% 45% 0% 20% 40% 60% 80% 100% North Central South 2010 2011 Source: Cimigo NetCitizens
  • 45. Mobile web activities Geolocation implications for multiple businesses sectors. 76% 66% 43% 34% 82% 67% 48% Use for news Use a search site Instant messaging Visiting a social network Increasing mobile entertainment consumption. 34% 26% 32% 26% 9% 8% 35% 35% 34% 30% 27% 10% 0% 20% 40% 60% 80% 100% Visiting a social network Listening to music Downloading Apps Downloading or uploading pictures Watching videos/clips Playing online games 2010 2011 Source: Cimigo NetCitizens
  • 46. Instant mobile internet activities 30%Geolocation tools (Foursquare, Google Maps) Mobile enters path to purchase. Mobile ease essential. Source: Cimigo NetCitizens 24% 19% 11% 0% 20% 40% Been in a store and looked up a product to find out more Been in a store and used it to check prices Visiting online shopping sites
  • 47. Financial product ownership and mobile web 1 in 2 whom are financially active, are online via mobile. Broad opportunities for financial services firms. 48%Total 52% 51% 49% 0% 20% 40% 60% 80% 100% Credit Card Bank Account Life or Health Insurance Source: Cimigo NetCitizens
  • 48. Reward Geolocation Knowledge Redemption PointsExclusive Networks Bottle Track Loyalty HORECA Alerts On Trade Promotionsfoursquare Membership Tiers Concierge Knowledge Attract Brand Heritage USP Launches News Events Positioning Social Media Dialogue WoM Buzz Online Ordering
  • 49. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Youth saturated But mobile will Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Beyond men, metro and premium consumers. engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 50. So what? Time to listen and engage Social networks win Blogs and forums decline
  • 51. Social networks grow at expense of blogs and forums Consumers consolidating expression in social networks Metro online communication trends 80% 100% Visiting social network Visiting forum 39% 41% 51% 47% 51% 46% 41% 35% 23%16% 21% 17% 20% 22% 11% 0% 20% 40% 60% 2009 2010 2011 Visiting blogs Posting in forum Writing blogs Source: Cimigo NetCitizens
  • 52. And consumers are talking. Broad opportunities for brands to listen and engage. 19% 8% 14% 11% 5% 8% Visiting a social network Visiting forum 27% Chatting online at least once per month 39% 3% 2% 1% 5% 3% 3% 4% 3% 2% 0% 20% 40% 60% Visiting blogs Posting in forum Writing blogs Everyday Once a week or more Once a month or more 13% 6% 9% Source: Cimigo NetCitizens
  • 53. Social media insights. Hybrid tech/human approach to social media evaluation. Combining automated ‘scraping’ across millions of sites with more focused analyst driven search 10,000’s. Collection Content enrichment From data to information Using our proprietary source management and scraping technologies, we scan and collect content from blogs, microblogs, trade publications, forums, industry, geographic and demographic sources. Our team of analysts refine the content of the search. We perform sentiment analysis and tag the data with source information about the posters, where they made comments, where they live, how old they are – we can understand a lot about the people who are taking about you. The data is QA’d for precision and reach. After all this work we have amazing insights into what people are saying about you and your competitors. We then provide all this information to you on an online dashboard. We update it daily so you can track the buzz and engage with your customers.
  • 54. Social media insights. Lots of information and word of mouth related to different products and brands are already available on the web in an easy-to-access form. This can be cleverly used to enrich our insights : • To explore new trends and shifts, track key influencers, as well as fine tune the survey design for ongoing programmes. • To obtain feedback on a wide range of options, 55 • To obtain feedback on a wide range of options, broadening and deepening our competitive intelligence. • To enrich research findings. This Cimigo approach captures the sentiment and nuances of what people are talking about, because you get the best of both worlds, automated analysis combined with real people reading, digesting and analysing the context.
  • 55. Online consumers are networked & social. 44% 56% Yes No Member of social network 47% 6% 67% 19% 70% 20% Facebook Zing Me 2009 2010 Popular social networks 11% 12% 20% 2% 1% 0% 20% 40% 60% 80% 100% Yahoo 360 Plus Twitter 2010 2011 Source: Cimigo NetCitizens
  • 56. Online research communities – Cimigo Live. • Instant access to consumers. • Speed of response to business questions. • Incredible depth on behaviour, lifestyle, needs and thoughts of consumers. • Collaboration with consumers. • An online qualitative community of targeted consumers. • It runs continuously with virtually no lead time to initiate a topic or a question. • It provides forums, chat, blog, and multimedia capabilities. • It establishes a communications architecture for your brand and strategic partners to interact with each other and the consumer.
  • 57. Why create an online brand research community? To create. To innovate. To communicate. To inspire consumers at all touch-points. Test and measure promo activity Develop and test communications Develop and assess new products Foster brand engagement Generate ideas and concepts Measure usage and attitudes Develop websites Generate PR e.g. brand stories
  • 58. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Youth saturated But mobile will Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Beyond men, metro and premium consumers. engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 59. Top 10 Local for news So what? Local for entertainment Global for search Global for social network Global for video
  • 60. Younger generation tend to social, while older online population tending to news. We measure sites visited within past 4 weeks Top ten websites Website Total 15-24 25-34 35-49 50-64 Googlea 57% 60% 54% 56% 52% Zingb 49% 79% 32% 14% 10% c Source: Cimigo NetCitizens Yahooc 28% 34% 28% 21% 14% Facebook.com 19% 32% 13% 4% 2% Dantri.com.vn 19% 15% 22% 21% 20% Vnexpress.net 18% 12% 24% 20% 17% 24h.com.vn 16% 13% 20% 16% 13% Youtube.com 12% 18% 9% 4% 5% Nhaccuatui.com 10% 15% 8% 5% 3% Tuoitre.com.vn 10% 6% 10% 16% 23%
  • 61. Global brands are on the way up. We measure sites visited within past 4 weeks Top ten websites Website 2011 2012 2011 2012 Googlea 1 1 48% 57% Zingb 2 2 33% 49% Source: Cimigo NetCitizens Zing 2 2 33% 49% Yahooc 4 3 20% 28% Facebook.com 6 4 13% 19% Dantri.com.vn 3 5 21% 19% Vnexpress.net 5 6 18% 18% 24h.com.vn 7 7 11% 16% Youtube.com 10 8 6% 12% Nhaccuatui.com 8 9 10% 10% Tuoitre.com.vn 9 10 9% 10%
  • 62. Local for news, entertainment Global for search, social network, video. Time to listen and engage. Youth saturated But mobile will Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey . Beyond men, metro and premium consumers. engage. Social networks win. Blogs and forums decline. Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue?
  • 63. TheThe Voice of the CustomerVoice of the Customer www.cimigo.vnwww.cimigo.vn Visit to download this presentationVisit to download this presentation

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