Mindsharedigital2013

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Mindshare, digital 2013

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Mindsharedigital2013

  1. 1. Digital 2013 Mindshare
  2. 2. In 1996 it took 25 mins to download 1 song…
  3. 3. …Now it takes 25 seconds on your mobile phone 3 To update this brand zone text, on the Insert tab, click Header & Footer
  4. 4. Facebook has reached 1,000,000,000 ++ users
  5. 5. He’s made a lot of money 5 To update this brand zone text, on the Insert tab, click Header & Footer
  6. 6. 6 How many of you knew this guy 1 year ago?
  7. 7. The world is going through a period of profound change 7 To update this brand zone text, on the Insert tab, click Header & Footer
  8. 8. It’s happening quickly and it’s driven by technology and the internet
  9. 9. What does this mean for Vietnam?
  10. 10. The landscape is changing fast 88% 88% 86% 73% 67% 63% 67% 55% 51% 45% 40% 39% 34% 36% 21% 11% 5% TV Daily 10 Cable TV Daily Newspaper Daily 7% Magazine Daily 15% 12% 11% 14% 11% 6% Radio Daily Cinema Monthly Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 Outdoor Daily Internet Daily 2008 2010 2012
  11. 11. Internet consumption has grown over the past 5 years, as time spent watching TV has declined 140 134 Average Minutes Spent Per Day 124 74 32 All Television 34 44 39 Newspaper 84 17 22 16 14 Magazine 2008 2010 13 Radio 16 Internet 2012 Although time spent watching TV is decreasing, people increasingly watch TV online and/or on mobile device. In 2012 19% of urban adults has watched LIVE TV online in the last month, (15% in 2010). These people mostly watch on the internet (16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%). 11 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
  12. 12. The increase in time spent online compared with time spent watching TV is most visible amongst Men 25-34 M 16-24 130 135 126 F 16-24 117 147 127 137 126 102 104 2008 85 63 2010 2012 TV -4min Internet +42min M 25-34 134 TV -21min 146 118 113 Internet +41min F 25-44 136 129 103 81 45 42 57 22 TV -21min 12 Internet +58min TV -17min Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 Internet +35min
  13. 13. Changing attitudes towards media and advertisement “TV commercials provide truthful information” “I trust TV news to report accurately” 2012 The last 5 years show a 41 2010 48 2008 downward 50 2012 49 2010 57 2008 “I trust newspapers to report accurately” 62 2012 47 2010 Urban adults don’t just believe what they are being told anymore. 51 2008 “I like watching TV advertising” 55 2012 43 2010 49 2008 “I have less and less trust in companies and brands” 61 2012 60 2010 54 2008 53 0 13 trend in trust in advertisement and traditional media. 20 40 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 60 The number of people who like TV advertising has dropped significantly 80 %
  14. 14. The decreasing trust in traditional media goes alongside an upward trend in online media Across the Asia-pacific region, Vietnam has the highest video viewing penetration: 89.8% reach of web population* Social network penetration % 80 72 70 60 50 38 40 30 20 20 10 0 2008 2010 2012 Vietnamese people are curious and they actively look for information themselves. Social media serves as an expansion of WOM: People share opinions, ask questions and so they look for their own truth, not the truth of the advertiser. 14 Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet * ComScore Data Gem
  15. 15. 134 minutes online per day 63% of all adults has used the internet in the last 3 months. These adults go online 26 times a month and on an average day they spend 134 minutes online. Internet penetration % 100 90 80 70 60 50 40 30 20 10 0 84 63 80 % Time of day usually go online 70 60 72 50 47 40 37 30 20 23 10 All M F M F adults 16-24 16-24 25-34 25-44 0 Internet penetration is skewed towards the young audiences 15 Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
  16. 16. 72% of adults has a social network 72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month. Social Network penetration % 100 90 80 70 60 50 40 30 20 10 0 72 79 % Social Network have a profile on 100 84 68 80 62 60 84 7978 7774 78 58 45 57 42 40 30 17 20 16 14 26 13 0 All M F 16-24 M F 25-44 adults 16-24 25-34 Having a social network is skewed towards the younger online adults 16 Source: 3D 2012 M16-24 Yahoo! F16-24 Facebook M25-34 ZingMe F25-44 Google+ Amongst the older adults, Yahoo! has a definite lead over Facebook, whereas amongst the younger adults, Yahoo! and Facebook are almost evenly popular. Base: 1,790 urban adults who use internet, of who 1,253 social network
  17. 17. Mobile Internet 51% of the online adults use mobile internet, with an average of 27 times a month. % Mobile internet penetration 100 % Time of day use mobile internet 50 90 40 80 30 70 60 59 51 50 20 61 52 44 22 30 10 0 40 30 20 10 0 All M 16-24 F 16-24 M 25-34 F 25-44 adults 17 Source: 3D 2012 Using mobile internet is quite spread over the day, which is the convenience of going online on your phone Base: 1,790 urban adults who use internet, of who 996 use mobile internet
  18. 18. People read newspapers cross platform % 90 80 More females than males read hard copy newspapers, whereas males are more likely to read a newspaper website than females. 80 70 56 60 Reading the news via app’s is still very low amongst Vietnamese adults. Males, and especially young males, are more likely to use newspaper apps. 50 40 30 20 5 10 2 2 2 2 0 A hard copy Newspaper Smartphone iPad/tablet Shared links website app app All adults 18 Source: 3D 2012 M16-24 F16-24 M25-34 Base: 2,118 urban adults who read/buy newspapers Email bulletins F25-44 Other
  19. 19. …and magazines More females than males read hard copy magazines, especially the 25-45 females. Males are more likely to read a magazine online than females. % 100 90 82 80 Reading magazines via app’s is still low, but there is a skew towards the young females and males. 70 60 48 50 40 30 20 7 10 3 2 0 A hard copy Magazine website Smartphone app All adults 19 Source: 3D 2012 M16-24 F16-24 iPad/tablet app M25-34 Base: 898 urban adults who read/buy magazines F25-44 Other
  20. 20. Radio is consumed through mobile phones 32% of the urban adults has listened to the radio in the last month. These adults listen to the radio 20 times a month, for an average of 50 minutes. Radio stations listened to in last 7 days 18% By mobile phone Through a radio set In car/ taxi 20 Source: 3D 2012 On a radio cassette Via public loudspeakers On the internet Xone FM 17% VOV1 16% Hanoi 50% VOV1 38% Voice of Ha Noi 27% VOV3 19% Xone FM 16% 33% Radio stations listened to in last 7 days 46% 48% VOV Giao Thong 14% 66% Voice of Binh Duong 4% 3% VOV Giao Thong Voice of HCM How usually listen to the radio HCMC 8% Base: 922 urban adults who listen to the radio HCMC (331), Hanoi (126)
  21. 21. Consumer experience of the world does not fit in neat boxes
  22. 22. The lines between the real and virtual worlds are disappearing The lines between the real and the virtual world are disappearing
  23. 23. What we as marketers call digital has just been absorbed into consumers daily lives Mail is just Email or Messaging Music is just MP3 Photo Albums are just Facebook Videos on Tablet, PC or Mobile are just the new TV Conversations are on Facebook Games are just played online, with friends, in social networks Mobile phones are just something they use to pass the time when they are bored, and they use them to interact with whatever is around them
  24. 24. Our customers are the best integrated marketers out there Your customers do not see the lines we see between channels They do not perceive how you communicate with them in the digital space as separate to the real world They are experts at connecting the two together already What they see on TV or Posters or in Newspapers, or at an event, or anywhere else in the real world they share and act on online That is the biggest opportunity in 2013
  25. 25. 25
  26. 26. In the technology revolution, things change daily 1.  Content is now more liquid 2.  Communication is always on 3.  And advertising is about Orchestration, not just Integration Post digital communication is “always on”
  27. 27. Integration happens around social and mobile
  28. 28. Social listening becomes even more important for brands
  29. 29. Mobile devices are a key connector
  30. 30. Commerce gets legs and goes mobile
  31. 31. “MOBILE IS THE MOST OVERHYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDERHYPED MEDIUM IN THE LONG TERM.” MARTIN SORRELL, CEO, WPP
  32. 32. Customer service becomes more integrated with marketing
  33. 33. Think Mobile Think Social Don’t think in boxes!
  34. 34. Beware the “Cargo Cult” mentality
  35. 35. THANK YOU!

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