SEA Digital Consumer Report 2011


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South East Asia (SEA) Digital Consumer Report 2011

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SEA Digital Consumer Report 2011

  1. 1. The Digital Media Habits andAttitudes of Southeast Asian Consumers Reprint from Nielsen report October 2011
  2. 2. Agenda• Internet Adoption• Consumer Technology• Online User Environment• Cross Media And Cross Screen Behavior• Online Services, Activities And Content• Social Media• Online Advertising 2
  3. 3. Internet Adoption 3
  4. 4. Internet penetration in VN is quite high compared withthe other countries in SEA. 4
  5. 5. Internet usage is highest amongst younger consumers, and declines with age.With the exception of the Philippines, men are more likely to be regularinternet users than women. 5
  6. 6. 64% VietnamFor many consumers, digital media is ingrained in their everyday lives.
  7. 7. Consumer TechnologyFrom hi-speed Internet access and WiFi tosmartphones and tablets, it’s easier now forconsumers to get online than it has ever been 7
  8. 8. • In other areas of digital media another revolution has been taking place – the ‘on demand’, anytime, anywhere nature of media consumption• Supported by multiple device ownership, mobility, greater bandwidth and access to a global pool of content, consumers are sourcing information, entertainment and other tools via the Internet in addition to traditional methods. 8
  9. 9. - In all markets except Indonesia, desktop computer ownership is high- Tablet computers have seen strong uptake across the region, with the exception of Indonesia andVietnam. 9
  10. 10. - Tablet ownership is expected to further increase in the year ahead, in particular in Malaysia, Singapore and Thailand- Like tablet computers, smartphones are gaining in popularity amongst digital consumers and purchase intent in theyear ahead is high, particularly in Malaysia and the Philippines. 10
  11. 11. Amongst digital consumers, mobile phone ownership has reached saturation point.Smartphones are prevalent in Singapore and Thailand, and gaining ground in Malaysia, Indonesia and thePhilippines. Penetration is considerably lower in Vietnam at just 11% 11
  12. 12. Default appsSmartphone and internet-capable mobile phone penetration varies across the region, the useof apps sees widespread popularity, including paid apps. 12
  13. 13. • Desktop is still mainly used in Vietnam to access Internet 13
  14. 14. Online User Environment 14
  15. 15. The mobile phone, as a facilitator of internet access, is now very popular acrossSoutheast Asian markets, with the exception of Vietnam 15
  16. 16. Device mainly used in Vietnam to access Internet is Desktop PC 16
  17. 17. Cross Media And Cross Screen Behavior 17
  18. 18. - In markets other than Indonesia and Vietnam, digital consumers now spend more time, on average, accessing the internet than they do with main media (including TV, radio and printed newspapers).- In Vietnam, time spent using the internet is largely on par with that spent watching TV. 18
  19. 19. Accessing the internet whilst watching TV is the most common media multi tasking activityundertaken, occurring at least several times per week 19
  20. 20. While broadcast TV remains the more popular option for watching television, a considerableproportion of Southeast Asian digital consumers now stream and/or download TV content fromunofficial and official online sources 20
  21. 21. Online Services, Activities And Content 21
  22. 22. Note: SN – Social Networks, IM – Instant Message News and search are the most popular online activities undertaken by VN digital consumers on a weekly basis. 22
  23. 23. The popularity of online video amongst Southeast Asian digital consumers points to opportunities not only incontent delivery via the internet, but also rich online advertising messages, to complement those previouslyconfined to television. 23
  24. 24. Social Media 24
  25. 25. The rise of social media provides brands with more customer touch points andmore information about their customers and preferences than ever before. 25
  26. 26. Online social media exploded onto the media scene at the end of the last decade. SoutheastAsian digital consumers are on-board and in all markets except Vietnam. 26
  27. 27. Not only can brands deliver messages and content to customers via this channel, but they should also listen tothe conversations taking place through social media. Southeast Asian digital consumers are actively postingtheir own opinions about brands and services online, and reading other consumers’ comments, as part of thedecision making process . 27
  28. 28. The conversion rate of trial to regular users is quite high. 28
  29. 29. Online Advertising 29
  30. 30. Digital consumers in Vietnam show the greatest positivity toward online advertisingwhile those in Thailand are the least positive.They are more likely to feel positive towards online advertising that is relevant to theirneeds and interests . 30
  31. 31. Thank you! 31