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Online Mobile and Social Networks in Vietnam, October 2015

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Just how connected are Vietnamese consumers ?

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Online Mobile and Social Networks in Vietnam, October 2015

  1. 1. 1 Just how connected are Vietnamese consumers? Online, on mobile and through social networks. October 2015 1
  2. 2. 2  Richard Burrage has twenty three years of experience in market research and strategic consulting.  Richard has worked across Asia Pacific consulting across a range of industries and business issues.  Richard has spent the last eighteen years in Vietnam assisting in the development and building of numerous brands to achieve leadership positions.  Richard is a UK national and resides in HCMC with his Vietnamese wife and their children.  Richard founded Cimigo in 2003 and today has offices across seven countries in Asia. Richard Burrage, Managing Partner, Cimigo
  3. 3. Cimigo for agile action-oriented results... At Cimigo we aim to be the voice of the customer. Our goal is to put the voice of the customer into your boardroom to be at the heart of your decision-making process. To achieve this, we pursue three “A”s:  Agile: Informed decisions are better than uninformed ones. Decisions need timely data and that requires agile deployment.  Advanced: Research technology has caught up with business needs. We deploy advanced data-collection and analytical tools to capture the “true voice” and get that information to you quickly.  Asian Focused: We’re not a global company and that is our critical advantage. All of our solutions have been designed in Asia for Asia- focused research. Our solutions capture all of these elements to deliver metrics when you need them and where you need them. 3
  4. 4. From seven main cities in Vietnam… 4
  5. 5. Cimigo’s extensive set of resources and expertise... consumer-rooted growth Online Panels 45 Consultants 130 Full-time staff 12 Qualitative Specialists 5 Call Centres Face-to-face …put the consumer into the boardroom to deliver 650 Fieldworkers 5
  6. 6. Cimigo delivers a full range of services to ensure your business remains connected to your consumers 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 6
  7. 7. Emotive facial Coding (online) Eye tracking Online communities Dashboards Social media analytics Technology enabled for better customer engagement On mobile Online panels Online TV ad testing 7
  8. 8. Cimigo is the leading independent data collection agency in Vietnam. Cimigo has interviewed 950,000 consumers, 700,000 retailers and 30,000 healthcare professionals in the past 24 months. Let us bring our unrivalled resources to bear on your projects in Vietnam. All digital data collection 40 CATI stations 7 offices nationally 4 group rooms 400 m sq. CLT space 600 strong tablet armed field force 40,000 online active panel members Cimigo OnMobile native app Cimigo MROC community platform 8
  9. 9. 9 Just how connected are Vietnamese consumers? Online, on mobile and through social networks. October 2015 9
  10. 10. 10 40 million online in Vietnam More users than Australia & NZ population! Viet Nam internet users Source: www.vnnic.vn and www.internetlivestats.com 3.1 6.3 10.7 14.7 17.7 20.8 22.5 26.8 30.8 31.2 36.6 39.8 4% 8% 13% 18% 21% 24% 26% 31% 35% 35% 41% 44% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 40.00 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 Usersin%ofpopulation Users(million) Users(million) Penetration
  11. 11. 11 2013 study of 5,800 people across 12 cities Metro Ha Noi Ho Chi Minh City Tier 1 Hai Phong Da Nang Nha Trang Can Tho Tier 2 Thai Nguyen Thanh Hoa Quy Nhon An Giang Dong Nai Vung Tau
  12. 12. 12 More online than not - at 58% of urban Vietnam
  13. 13. 13 From wet-market shopper to credit-card holder, the majority of your customers are likely to be online... Base: Urban users of stated category
  14. 14. 14 Key decision makers for household brand-purchases are predominantly online... Base: Urban Key Decision Maker/Influencer for household purchase of stated category
  15. 15. 15 Consumers are probably looking for you now... 75%say the internet helps them find out about new products Base: Urban online consumers
  16. 16. 16 Consumers are online every day of the week and they are not quiet... 67%every day 48% chatting weekly 45%socially networked Base: Urban online consumers 130 Minutes per Day!
  17. 17. 17 Cimigo Bank Customer Experience Study 2014 N=3,119 18%use online banking 30% 15% 30% 24% Most satisfiedLeast satisfied All account holders
  18. 18. 18 Local for news Local for entertainment Global for search Global for social network Global for video Top 10
  19. 19. 19 Younger generation tend to social, while older online population tending to news We measure sites visited within past 4 weeks Top ten websites Source: Cimigo NetCitizens Website Total 15-24 25-34 35-49 50-64 Googlea 57% 60% 54% 56% 52% Zingb 49% 79% 32% 14% 10% 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%
  20. 20. 20 Managed online panellists for rapid surveys
  21. 21. 21 Explosive social network growth October 2015 21
  22. 22. 22 22% 14% 8% 5% 5% 5% 4% 15% 13% 9% Facebook FB messenger Google+ Skype Viber Twitter Pinterest Linkedin Instagram Badoo Social Network Messenger/ Chat/ App/ Voip2 Vietnam’s explosive social network growth TOP ACTIVE SOCIAL PLATFORMS Source: wearesocial, Q1/2015 Instagram growing with 12-19 year olds rapidly
  23. 23. 23 Top 3 Instagram users (by followers) in Vietnam
  24. 24. 24 1.4 8.5 19.6 27 31.3 0 5 10 15 20 25 30 35 Feb-11 Oct-12 Aug-13 Dec-14 Mar-15 NUMBER OF FACEBOOK USERS FROM 2011 TO 2015 31.3 million active Facebook users (3/2015)Millions Number of Facebook users is increasing as 22 times over 5 years Source: Moore report
  25. 25. 25 Facebook active user profiles AGE & GENDER DISTRIBUTION IN VIETNAM Source: Facebook, 1/10/2015
  26. 26. 26 20 most followed Facebook pages as of today Source: socialbakers, 1/10/2015
  27. 27. 27 20 most followed Facebook pages as of today Source: socialbakers, 1/10/2015 Facebook stats - Brands in Vietnam
  28. 28. 28 Cimigo online research communities • 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.
  29. 29. 29 Cimigo social media insights We scrape everything We human code We interpret
  30. 30. 30 On Mobile October 2015 30
  31. 31. 31 There is a mobile revolution going on... 91% have accessed the internet via mobile phone Base: Urban online consumers
  32. 32. 32 Smart phones propel connectivity Dominate frequency but not yet total traffic YTD October 2015 25 million smart phones 2012 16 million handsets 18% Smart US$675Mn 20%* of traffic is now mobile (v. 6% in 2013) *Ambient Digital Group
  33. 33. 33 Native mobile apps are the true force Google Play iOS Source: AppAnnie (1/10/2015) TOP APP CHARTS IN VIETNAM Communication Social Network Music Finance Photography Media & Video Tool Browser Game Education Utilities Theme TV online Casino
  34. 34. 34 Native mobile apps are the true force Source: Appota, Q2/2015 TOP VIETNAMESE APPS DOWNLOADED ON APPOTA PLATFORM Games Music Entertainment
  35. 35. 35 This is why Cimigo engages with consumers OnMobile
  36. 36. 36 Vietnam’s chat app Zalo Vietnam’s chat app Zalo challenges Facebook with 30 million registered users Source: TechinAsia
  37. 37. 37 Zalo & Viber – the most popular chat apps in Vietnam 30 million users 23 million users Source: VNG, Viber, Q2/2015
  38. 38. 38 On Video meets Mobile October 2015 38
  39. 39. 39 Top 15 YouTubers in Vietnam by most viewed Local channel/content driven on a global platform Source: Socialblade, 1/10/2015 Music Comedy Entertainment Film Games News
  40. 40. 40 OnMobile and video communications converge 23%have watched videos OnMobile. YoY growth of 50%. Ambient Digital Group
  41. 41. 41 Video streaming mobile app revenue growth Local content drives app preferences. Source: www.appannie.com 2-10-15
  42. 42. 42 What next? October 2015 42
  43. 43. 43 Are you remotely ready... 1. Online journey changes…mobile users leap forward. Mobile will grow 35 year +, drive penetration is smaller cities and rural. These users will leapfrog the PC journey. 2. Watch for the increased convergence of video on mobile for branded communications. 3. Time to listen and engage. Social networks win. Blogs and forums died. 4. Messaging apps become omnipresent marketing tools. 5. Mobile enters path to purchase: Reward, geo-locate, knowledge, attract. How to get app real estate? 6. In home excessive infotainment. Are you part of the dialogue? 7. Local for news, entertainment . Global for search, social network, video. The latter is local channel/content driven on a global platform. Which will become the Vietnamese video streaming app of choice?
  44. 44. 44 Questions worth asking for 2016... 1. Is your communication & brand engagement strategy taking online sufficiently into account? 2. Are your online assets currently building brand and product understanding effectively? 3. Are your online assets suited to the mobile revolution and are they easy to use via tablet or phone? 4. Are you using video on mobile effectively? 5. Have you considered a POS online strategy to help consumers make their choice, e.g. with QR codes? 6. Do you sufficiently understand how consumers are using the internet to engage with your brand?
  45. 45. 45 Cimigo for Brand Value And for stronger consumer engagement & intelligence. www.facebook.com/CimigoVietnam @cimigovietnam www.linkedin.com/company/cimigo

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