Critical insights for approaching digital consumers
•Download as PPTX, PDF•
0 likes•371 views
This document summarizes a presentation about digital consumers and mobile marketing in Vietnam. It shows that TV viewing has remained steady at around 3.5 hours per day globally. Vietnam has high mobile penetration rates, especially among younger demographics, with over half of those aged 15-29 owning smartphones. However, mobile advertising is still seen as annoying by many Vietnamese consumers. The presentation argues that marketers should develop mobile-optimized campaigns, avoid simply porting online ads, ensure technical compatibility across devices, and measure campaign effectiveness through mobile's data capabilities. Understanding differences in user behavior and motivation across desktop and mobile is also key to success.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Viewers also liked
Viewers also liked (12)
Similar to Critical insights for approaching digital consumers
Similar to Critical insights for approaching digital consumers (20)
More from VietnamBusinessTV
More from VietnamBusinessTV (14)
Recently uploaded
Recently uploaded (20)
Critical insights for approaching digital consumers
- 1. General Director Kantar Media Critical insights for approaching Digital- ConsumersRicardo Glenn Ricardo.Glenn@Kantarmedia.com Visit VietnamBusiness.TV for business videos, news & research
- 2. This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events Please visit VietnamBusiness.TV
- 3. 3 Visit VietnamBusiness.TV for business videos, news & research
- 4. DAILY TV VIEWING BY INDIVIDUALS 2 3 4 5 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 HOURSPERDAY 3h43 3h48 3h51 3h52 3h55 Based on constant 48 countries – weighted average Source: Eurodata 3h37 3h40 3h40 3h40 3h41 3h53 Visit VietnamBusiness.TV for business videos, news & research
- 5. DAILY TV VIEWING BY INDIVIDUALS – BY REGION Source: Eurodata Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 6. TV CONTINUES TO FLOURISH GLOBAL TV REVENUES 0 50 100 150 200 250 300 2008 2009 2010 2011 2012 Source: OFCOM International Communications Report 2013 Revenue (£ bn) £212 bn £212 bn £226 bn £242 bn £252 bn Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 7. The growth of mobile Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 8. Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 9. Mobile Ad Spending • “Nearly two in five digital ad dollars spent by advertisers in South Korea will go toward mobile internet format 38.4% ” • US 37% • Denmark 31.3% • Norway 30.6 • UK 27.9 % Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 10. 2018 Korea 73% Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 11. How attractive is the Vietnam Market? Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 12. Vietnam is an attractive market… Mobile Penetration... 1.Nationwide • (91.5%) 2.Rural Penetration • (89.7%) Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 13. How consumers are being contacted? Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years U / R 92.4 84.9 U / R 99.1 99.6 U / R 39.1 17.4 U / R 28 45.9U / R 91.9 84.5 U / R 16.2 7.7 U / R 77.2 75.9 U / R 8.3 4.3 U / R 50.9 22.9 U / R 68.7 42.4 Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 14. How customers feel about advertising on mobile in Vietnam Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 15. Mobile Ad perception Facts Vietnam Market *) Media type respondent finds the ads most useful in making purchasing decisions 1.9% *) Media Type Rank # 1 Media type respondent finds the advertising most annoying 29.3%9.3 *) Media type respondent finds there is too much advertising South East (excl. Urban HCMC) 19.8 15 Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 16. Go mobile but do it right… Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 17. 4 common mobile marketing mistakes Following the path of online advertising We need to change our mindset and think beyond what we already know Poor Execution Marketers need to realize that if they are running a mobile campaign, You need to make sure whatever message you are sending is compatible with different device’s Measurement Mobile can deliver some amazing business intelligence that marketers never had access to No Promotions Not promoting their mobile programs effectively across all promotional platform 17 Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 18. Following the path of online advertising Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 19. Avoiding Poor Execution Understanding more about your clients... And the interaction with media Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 20. Vietnam is the second most populated smartphone market in SA 34.3 47.4% 27.7% Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 21. What is the penetration according to out target group? Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years 40.0% 56.5% 49.8% 38.7% 29.5% 18.1% 12.1% 6.9% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 Smartphone ownership by Age Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 22. Should we develop applications? 60.3% 53% Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years 18 to 25 is the average number of applications people have in the smartphones Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 23. Operation System 38.8%40.3% 19.7%48.6% Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 24. What else should we do? Mobiphone usage by urban/rural area of users residence Urban Rural I have used a mobile phone for speaking 99.8% 99.8% I have used a mobile phone for send/receiving text message 94.2% 92.4% I have used a mobile phone for listening to music 59.1% 48.0% I have used a mobile phone for accessing the internet 51.0% 32.2% I have used a mobile phone for taking pictures 44.0% 30.5% Play game 30.1% 21.7% I have used a mobile phone for personal information managemnet (notes, scheduling) 22.3% 21.1% I have used a mobile phone for listening to radio 12.9% 15.6% I have used a mobile phone for downloading ringtones and pictures 7.7% 4.4% Watch TV online 5.8% 3.0% I have used a mobile phone for sending and receiving e-mail 7.4% 1.9% Watch TV contents (retapped) 4.0% 2.2% I use a mobile phone to order/purchase product online 2.8% 1.2% I have used a mobile phone for joining lottery/ lucky draw programs .3% .2% Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 25. Understanding our target Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 Ihaveusedamobile phone forspeaking 99.5% 100.0% 99.9% 99.4% 99.9% 99.9% 99.8% 99.9% Ihaveusedamobile phoneforsend/receivingtext message 98.3% 98.7% 97.7% 95.1% 92.0% 90.1% 83.2% 77.2% Ihaveusedamobile phoneforlisteningtomusic 74.4% 71.4% 67.9% 52.1% 41.7% 33.6% 21.6% 19.8% Ihaveusedamobile phoneforaccessing theinternet 65.6% 63.8% 54.9% 36.3% 25.7% 14.1% 9.4% 4.9% Ihaveusedamobilephonefor takingpictures 53.2% 53.3% 50.2% 32.0% 28.6% 17.9% 11.4% 7.1% Play game 46.9% 41.8% 31.5% 23.6% 15.6% 8.1% 3.9% 1.4% Ihaveusedamobilephoneforpersonalinformationmanagemnet (notes,scheduling) 27.6% 24.7% 24.8% 22.7% 20.6% 19.0% 13.3% 10.4% Ihaveusedamobile phoneforlisteningtoradio 23.6% 20.6% 17.9% 12.7% 8.4% 13.3% 7.0% 5.0% Ihaveusedamobilephonefordownloadingringtones andpictures 11.7% 8.7% 8.2% 5.2% 3.1% .8% .8% .4% WatchTVonline 6.7% 6.8% 6.2% 3.9% 2.6% .8% .7% .0% Ihaveusedamobilephoneforsendingandreceivinge-mail 3.9% 8.0% 5.6% 4.4% 3.2% .9% .9% 0.0% WatchTVcontents (retapped) 5.0% 4.9% 4.7% 2.5% 1.7% .8% .1% .1% Iuseamobilephonetoorder/purchaseproduct online 3.1% 3.5% 2.7% 1.9% .3% .4% .2% .1% Ihaveusedamobilephoneforjoininglottery/lucky draw programs .2% .5% .4% .2% .0% 0.0% .1% 0.0% Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 26. • Users On Mobile Act Differently Than Users On Desktop • People Use Mobile With Different Motivation • Understand the correct way to approach your target in each different media Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 27. Thank You Source: Eurodata Visit VietnamBusiness.TV for business videos, news & research
- 28. This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV To see videos from the events, interviews with speakers and to get information on upcoming M2 - Marketing & Media Network events Please visit VietnamBusiness.TV
Editor's Notes
- TV is changing driven by two mega trends – the growth of connected mobile devices and the availability of more video content through the internet
- Firstly in terms of TV consumption. This slide consolidates average daily viewing from 48 TAM studies worldwide. Whilst there is some variation country to country, we see that overall viewing has steadily increased over the past ten years (+16 min SINCE 2003) – now an average of 3h53 mins.
- Not just about audiences. TV has also thrived financially. Achieving compound annual growth of 5.2% at a time when the internet was fundamentally changing people’s media consumption behaviour and revolutionising the advertising business. If we look below the surface we see that the growth has largely been driven by subscription services.
- A slide taken from a recent IAB report which shows how smartphones and tablets are growing rapidly. In most countries it has been the take-up of the tablet that is having most impact on TV. The first tablet – iPad V1 – was only launched 4.5 years ago. So there is more screen choice and more internet connectivity which is offering opportunities to new disruptive providers such as…
- In terms of advertising of course the internet has been growing much faster More data from IAM. But remember, the internet is not a medium, it is a platform for delivery of different types of content, including video.
- 30.6%