The State of Social Media in Vietnam

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  • Never use the term “offices”. Say “locations” instead.
  • “ Who we are now” slide (contains build)
  • UDM is Adopted by 88% of Top U.S. Media Properties (Sept 2010)
  • Updated for Dec 2010 Growth of internet users in North America with just over 5million additional users in 2010. Europe adds 25 million users mostly in Russia. Asia Pacific adds 30 millions users The highest growth rate comes from Latin America and Middle East which combined adds 42 millions users to a relatively low base.
  • Unsurprisingly, when we look at the demographic composition of the Internet audiences in these markets, emerging markets definitely tend to skew much younger than the global average. In Indonesia, web users 15-35 make up 72% of the audience, compared to 53% of the global average. Vietnam and Phillipines with between 60%-70% of the general population below 30 years of age reflects the composition of internet users shown. In contrast, Hong Kong and Singapore, where Internet penetration is high and the population is more balanced, the same age group comprises only 41 and 45 percent, respectively.
  • When we break the time consumption down by the younger (below 35) and older (35 and above) populations, we see how each market differs. Young people in Hong Kong and Singapore and Vietnam spend proportionally much more time online than older web users there; young web users in Indonesia, Philippines and Malaysia spend almost the same amount of time online as their elders. For these latter markets, this statistic speaks to the share computer usage at home where everyone must be fighting for their timeslot.
  • Social Network has grown very well in these markets. This led by Facebook, but also includes linkedin, friendster (yes they are still around), wretch.cc, and Zing. Vietnam shows the highest year over year growth in reach , but penetration there is still much lower than in other countries in the region. It looks like facebook is no longer blocked in this market as it had been up to the early part of 2010. Hong Kong and Malaysia both record decent growth, and hong kong looks like there is still more room to grow.
  • Sharing photos is big on Social Networks. Twitter apps and foursquares apps now allow you to take a picture along with your tweet or checkin. Of course your tweets and checkin are automatically posted on… where else.. Facebook. Hence Facebook photos gets a lot of traffic in terms of people and page views. Digital cameras are now dropping below US$100 and almost all cell phones come with a decent camera so that you really can take a picture any time of the day or night. We have also seen that young people are more willing to share and post pictures up without caring or any concern about privacy.
  • Ok so stepping back from the money and transaction side of things, we now look at the fun side of the web. The Entertainment – Multimedia category has seen increases in these markets above the global average. This category contains Sites that contain video clips, audio clips or some other kind of interactive media such as shockwave/ flash etc. Examples: Youtube.com, WindowsMedia, Veoh.com With the exception of Indonesia, more people in south east asia have been tuning into youtube and similar sites. This includes vietnam and indonesia where broadband connections are less prevalent. Interestingly, the china-based sites tudou and youku have both seen increases in Hong Kong, Malaysia and Singapore where the chinese speaking population is relatively high.
  • In Vietnam, News sites indexes very high. Community also indexes high because this category is loaded with many local sites offering content from Family and Parenting to Fashion and Style. Instant Messenger is still the one of the primary modes of online communication and thrives in Vietnam unlike other markets around the world.
  • Now let’s dive into the content categories consumed by internet users in South East Asia
  • In South East Asia, everybody loves facebook. Facebook easily ranks in the top 5 web properties in all these markets. In the Malaysia and Indonesia, facebook is the number 2 web property visited by web users. In the Philippines, Facebook has dethroned Google Sites to the number 1 spot. In December, Facebook accounts for 41% of all pages consumed by Philippinos and 39% of the online time spent! After Facebook, next property is Google Properties, and even including YouTube minutes, Google average usage is only about 2 hours/visitor There’s been various reports that Indonesia has the largest number of facebook users in the world next to the US. This may be possible if you take into account usage from internet cafes and mobile, but actual statistics on these devices are very hard to come by.
  • But let’s take a look at the other fast growing social network – twitter. Indonesia is the number 4 market for twitter in term of reach of the market’s internet population. While our reports here shows usage on home and work PCs, we know that most users Tweet from their mobiles. So indonesia beats out Philippines and Singapore in South East Asia in terms of reach and of absolute users of Twitter.
  • Now let’s dive into the content categories consumed by internet users in South East Asia
  • Nhacuatui.com is in Entertainment Category
  • Aspirational because they are looking at career sites, luxury,travel, automotive, telecoms, etc.

Transcript

  • 1. The State of Social Networks in Vietnam Social Network: The Open Platform Conference New World Hotel, Ho Chi Minh City, 27 August 2011 Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR) hp +65 9478 2100 | email jnguyen@comscore.com
  • 2. comScore is a Global Leader in Measuring the Digital World V0910 NASDAQ SCOR Clients 1,600+ worldwide Employees 1,000+ Headquarters Reston, VA Global Coverage 170+ countries under measurement; 43 markets reported Local Presence 30+ locations in 21 countries
  • 3. Major Media Publications Turn to comScore Every Day comScore experts/information cited over 70 times a day!
  • 4. comScore Digital Business Analytics Audience Measurement Web Analytics Vertical Market Solutions Social Analytics Copy Testing Campaign Verification Ad Effectiveness Cross Media Mobile Audience Measurement Network Analytics & Optimization Customer Experience & Retention Management User Analytics Advertising Analytics Mobile Analytics
      • Unified Digital Measurement ™
    V0411
  • 5. comScore’s Innovative Approach Revolutionizes Measurement PAGE TAGS Unified Digital Measurement™ (UDM) Patent-Pending Methodology PANEL 2 Million Person Panel 360°View of Person Behavior PERSON -Centric Panel with SITE -Census Measurement V0910
  • 6. Actual/Min Persons Under Measurement (PUM) – June, 2011 Region Country Persons Under Measurement South East Asia Malaysia 142,287 South East Asia Singapore 48,379 South East Asia Philippines 159,719 South East Asia Vietnam 113,089 South East Asia Indonesia 264,277
  • 7.
    • The State of the Internet
    • In South East Asia & Vietnam
  • 8. Asia Continues Audience Growth
    • Growth is flat in North America, European growth mostly driven by Russia
    • 30 million new Internet users were added in the Asia Pacific Region over the past year
    • High percentage growth continues in MidEast/Africa and Latin America
    December 2009 December 2010 +8% +6% +3% +8% +32% +15% Worldwide Online Population (Millions) Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 and December 2010 Dec 2010 Dec 2009
  • 9. Emerging Internet Markets in Southeast Asia Skew Very Young
    • Hong Kong and Singapore skew older even than the global average; Malaysia, Indonesia, Vietnam and the Philippines have significantly younger audiences
    Composition of Internet Audience 15+ Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  • 10. 15-34 Year Olds Spend More Time Online; Difference Varies by Country
    • In each country, 15-34 year olds spend more time online on average
    • Young people in Hong Kong and Singapore spend proportionally much more time online than older web users there; young web users in Indonesia spend almost the same amount of time online as their elders
    Average Hours Spent Online Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  • 11. Strong Social Network Penetration in the Region Growth in Reach: Social Networks Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
    • Vietnam shows the highest year over year growth in reach, but penetration there is still much lower than in other countries in the region
    • Philippines, Malaysia, and Indonesia have highest reach, driven almost exclusively by Facebook
  • 12. Social Networking spurs Photos Category Growth in Vietnam, Malaysia, Philippines
    • Sharing photos is becoming a key component of the Social Networking experience. The high growth in this category in almost every country is being driven by Facebook Photos
    • Ubiquity of digital cameras and cell phone cameras, coupled with large youth populations, also contribute to growth in this category
    Growth in Reach: Photo Sites Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
  • 13. A Clear Appetite for Multimedia in Southeast Asia
    • With the exception of Indonesia, visiting to Multimedia sites from these countries outpace the global average
    • Even in countries where high-bandwidth connections are less common, e.g. the Philippines and Vietnam, there is clearly high demand for multimedia content
    Growth in Reach: Multimedia Sites Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
  • 14. Instant Messengers, News are Key Categories in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010 Key Categories Reach in Vietnam vs WW Average Index: 129 103 154 108 117 85 91 93 91 102 Index: 128 100 143 136 109 89 83 81 91 88 Index: 107 149 124 206 108 97 100 105 94 112
  • 15. Top Web Properties in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011 102
  • 16.
    • And Social Networks in the Region?
  • 17. Philippines is the Top Facebook Market In the World
    • The Philippines, Malaysia and Indonesia are among the top 15 countries with the highest Facebook penetration
    • Though Photo and IM usage is also above average in the Philippines, FB is the most common touchpoint for web users there: FB is the #1 site there, and average usage is 7 hours per user
    Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011 Facebook.com Top 15 Markets by % Reach
  • 18. Indonesia and Singapore are Among Top Twitter Markets
    • 21 percent of Indonesian web users visited Twitter.com in January, making it the #4 site in terms of Twitter reach
    Twitter Top 15 Markets by % Reach Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011
  • 19.
    • So What Does Vietnam’s Social Scene Look Like Today?
  • 20. Social Networking Sites Continue to Grow in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScore Segment Metrix Vietnam, July 2011
  • 21. Top Categories Visited by Vietnamese 102 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011
  • 22. Social Networking Sites Continue to Grow in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011
  • 23. Non-Vietnamese Social Networks are still hanging on Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Media Trend Vietnam, July 2011
  • 24. Social Media Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Vietnam, July 2011
  • 25. Zing Me’s Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Vietnam, July 2011
  • 26. Facebook’s Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Vietnam, July 2011
  • 27. What Do These Young Social Networks Tend To Do Online? Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Cross Visiting Vietnam, July 2011
  • 28.
    • In Summary…
    • 1) Internet users continues to grow in Vietnam, and News/Information, Search, Instant Messenger, and Social Networks usage are higher than the WW average
    • 2) Social Media has been growing rapidly in Vietnam with Zing Me reaching over half of the SN users
    • 3) Social Media Users in Vietnam tend to be younger 15-24 year olds, and they are “aspirational”.
    • Thank You!
  • 29. The State of Social Networks in Vietnam Social Network: The Open Platform Conference New World Hotel, Ho Chi Minh City, 27 August 2011 Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR) hp +65 9478 2100 | email jnguyen@comscore.com