Cimigo Netcitizens 2012 - Report

1.1.
The Voice of the Consumer
PartPart1.1.

Cimigo
VietnamIndonesia
India
China
Hong Kong
Philippines
Singapore
From
3 billion consumers
Our 300 professionals advise companies that reach

Our services fall into two areas
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

Richard Burrage
• Richard acts as a strategic partner for
core consumer goods clients,
focusing on new product
development, brand positioning and
communications development.
• Richard has spent the last twenty
years in Asia assisting in the
development and building of
5
development and building of
numerous brands to achieve
leadership positions.
• Richard is a UK national and resides
in HCMC, Vietnam with his
Vietnamese wife and three children.
• Richard is the Managing Partner of
Cimigo: www.cimigo.vn

2.2.
NetCitizens 2012
PartPart2.2.

5,800 people.
Largest study of it’s kind in Viet Nam.
More than 5,875 men and women aged
15 – 64 years living in 12 urban centres
of Viet Nam.
Random sampling with Computer Aided Telephone Interviews (CATI). Data
weighted to urban population of Viet Nam.
Yielding n=3,405 internet
users
North, central and southern regional coverage including
Ha Noi, Thai Nguyen, Thanh Hoa, Hai Phong, Da Nang,
Nha Trang, Quy Nhon, An Giang, Dong Nai, Vung Tau, Ho
Chi Minh City and Can Tho.

Across 12 cities.
Metro
Ha Noi
Ho Chi Minh City
Tier 1
Hai Phong
Da Nang
Nha Trang
Tier 2
Thai Nguyen
Thanh Hoa
Quy Nhon
An GiangCan Tho An Giang
Dong Nai
Vung Tau

Continued growth.
More users than Australia & NZ population!
Viet Nam internet users
26.8
30.8
24%
26%
31%
35%
25%
30%
35%
40%
25
30
35
40
Usersin%ofpopulation
3.1
6.3
10.7
14.7
17.7
20.8
22.5
26.8
4%
8%
13%
18%
21%
0%
5%
10%
15%
20%
25%
0
5
10
15
20
25
2003 2004 2005 2006 2007 2008 2009 2010 2011
Usersin%ofpopulation
Users(million)
Users (million) Penetration
Source: www.vnnic.vn

Local for news,
entertainment
Global for search,
social network,
video.
Time to listen and
engage.
Youth saturated
But mobile will
Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Beyond men, metro and premium consumers.
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.
But mobile will
grow 35+
And online
journey changes…
In home
Excessive
Infotainment
Are you part of
the dialogue?

So what?
Beyond men, metro and
premium consumers

SEC of internet users
Viable beyond AB.
56%
72%
63%
47%
58%
78%
63%
48%
60%
80%
100%
2010 2011 SEC % of Total Pop.
Source: Cimigo NetCitizens
47%
29%
9%
27%
11%
12%
28% 27% 28%
7% 0%
20%
40%
Total SEC A SEC B SEC C SEC D SEC E

Internet penetration by region
Viable beyond metro.
56%
58%
All cities
58%
57%
49%
62%
58%
52%
0% 20% 40% 60% 80% 100%
Metro VN
Tier 1 Cities
Tier 2 Cities
2010 2011

So what?
Mobile users leap forward
Lesser cities and rural users
will leapfrog the PC journey

Smaller screens and access on the go
84%
38%
81%
From a desktop computer
2010
Devices used for connecting online
Mobile will change online journey.
38%
27%
47%
56%
4%
0% 20% 40% 60% 80% 100%
From a laptop computer
Via any mobile phone
(smart phone or other)
Tablet device (e.g. i-pad,
galaxy)
2010
2011

Strong growth in internet access via mobile phones in
tier 2 urban centres.
Devices used for connecting online
81
46
82
38
81
From a desktop computer
Tier 2 Tier 1 Metro VN
7
29
28
54
2
12
37
46
2
23
33
38
0 20 40 60 80 100
Tablet device (e.g. i-pad, galaxy)
Via smartphone
Via mobile phone (non-
smartphone)

Places usually use internet Weekdays by urban areas
Tier 2 urban centres leaping online via mobile
phones with 3G and wifi..
Digital programs viable beyond the metro centres.
81
80
100
Metro VN Tier 1 Tier 2
29
35
30
34
13 15
18
0
20
40
60
At home At work Wherever I
HAVE
3G/GPRS
Wherever I
find a wifi
connection
At Internet
Shop /
Cyber Café
At college
or school
At someone
else's home
On mobile
phone

So what?
Youth saturated
But mobile will grow 35+
And the online journey changes…

Age of internet users
Significant reach for under 35.
How will 35+ grow?
95%
67%
58%
95%
70%
80%
100%
56%
32%
18%
58%
35%
18%
20% 19% 22%
11%
0%
20%
40%
60%
Total Age 15-24 Age 25-34 Age 35-49 Age 50-64
2010 2011 Age % of Total Pop.

Age of mobile internet users
50% increase in mobile internet usage amongst 35-49 y.o.
Mobile supports 35+ online journey.
38%
48%
Total
47%
37%
24%
8%
59%
47%
33%
11%
0% 20% 40% 60% 80% 100%
15-24 year olds
25-34 year olds
35-49 year olds
50-64 year olds
2010 2011

Real-time customer insights collection tool.
Consumers are changing. Technology is reinventing. Our understanding of
psychology is advancing. A forward looking approach to research is essential.
Cimigo’s online platform provides continuous real-time
monitoring of survey results, with in-built software to table &
chart data. The results portal allows for different levels of
access, and provides ‘red flag’ alerts for key questions.

In home
So what?
Excessive
Infotainment
Are you part of the dialogue?

FrequencyofUse
It is where consumers are spending time.
66%
24%
2% 3% 1%
4% Everyday
Several times a week
Once a week
Several times a month
Once a month
FrequencyofUse
130 Minutes
per Day!
Once a month
Less often

Consumers increasingly spending time online at home.
Online competing or complementing TV screens?
Weekday locations for being online
61%
73%
77%
81%
86%
80%
100%
At home
At work61%
26% 27%
30%
33% 34%
29%
23%
18%
25% 25%
5% 5% 5%
15% 16%
0%
20%
40%
60%
2007 2008 2009 2010 2011
At work
At internet
shopCyber
cafe
At college or
school

Conducting a myriad of online activities .
95%
94%
77%
68%
66%
63%
59%
55%
51%
44%
Use for news
Use a search site
Listening to music
Research for school/ office work
Chatting
Email
Downloading music
Searching information on brands/products
Watching movies
Visiting a social network
Online information gathering
40%
35%
35%
26%
23%
22%
19%
14%
12%
9%
0% 20% 40% 60% 80% 100%
Visiting forum
Shopping/visting buy and sell sites/Auctions
Playing games on web game *
Playing games on online applications **
Downloading movies
Visiting blogs
Searching for a job
Posting in forum
Writing blogs
E-Banking
Online entertainment
Online communication
Blogging and social Networks
Online business

94%
97%
91%
77%
88%
64%
79%
52%
61%
67%
Use for news
Use a search site e.g Google
Listening to music
Research for school/ office work
Chatting
Email
Downloading music
Searching information on brands/products
Watching movies
A look to our future….
47%
34%
49%
37%
29%
32%
20%
20%
20%
5%
0% 20% 40% 60% 80% 100%
Visiting forum
Shopping/visting buy and sell…
Playing games on web game *
Playing games on online applications **
Downloading movies
Visiting blogs
Searching for a job
Posting in forum
Writing blogs
E-Banking
25-64 years
15-24 years

9 in 10 online consumers relying on internet for news.
Advertisers need to follow consumer eyeballs online.
Online Information gathering
53% 31% 5%Use for news 89%
49%
21%
31%
27%
7%
9%
0% 20% 40% 60% 80% 100%
Use a search site
Research for schooloffice work
Everyday Once a week or more Once a month or more
87%
57%

Entertainment is secondary to information gathering.
Advertisers need to follow consumer eyeballs online.
Popular entertainment online
27%
9%
6%
31%
24%
17%
10%
14%
12%
Listening to music
Downloading music
Watching movies
67%
47%
35%6%
9%
6%
1%
17%
12%
8%
6%
12%
6%
4%
7%
0% 20% 40% 60% 80% 100%
Watching movies
Playing games on web game
Playing games on online
applications
Downloading movies
35%
27%
18%
14%

Online business nascent.
Businesses need to lead the development of e-commerce.
E-commerce and online banking.
5% 11% 8%
Shopping / visting buy and sell sites
/ Auctions
24%
1%2% 3%
0% 10% 20% 30%
E-Banking
6%

Trust remains a barrier to online purchasing.
Mechanisms for secure online purchasing necessary.
Attitudes to online shopping.
51% 21% 27%
I can buy a very wide choice
of products on the internet
14% 28% 58%
0% 20% 40% 60% 80% 100%
of products on the internet
I think it is safe to buy
products online
Agree Neutral Disagree

3 in 4 online consumers use to find out about new
products and brands.
Engendering trust remains key.
Online attitudes.
93% 5%2%
The internet is an important
source for news and
information
The internet helps me to find
74%
46%
16%
31%
9%
24%
0% 20% 40% 60% 80% 100%
The internet helps me to find
out about new products and
brands
I generally trust the
information found on the
internet
Agree Neutral Disagree

for consumer dialogue
right messages
and
The digital world is a real option
right positioning
and
brand’s
value
building a

Managed online panellists for rapid surveys.

Brand tracking that gives you power.
Large Samples
Now
Live Data
or Clear Dashboards
Is your current tracking give you:
Quarterly presentations?
Too late to inform?
Situation past?
Hindsight?
Large Samples
Now
ROI Maximising
Decision Tool
Not A monitor

So what?
Mobile journey is different
Mobile ease required
Mobile enters path to purchase
Reward, geolocation, knowledge, attract

Increasingly anywhere, anytime.
Internet by mobile phone
38%
48%
Yes
62%
2010
48%
52%
No
2011

Regional trends of mobile internet Users
Across the country.
North leading the regions in mobile internet uptake.
38%
48%
Total
43%
34%
36%
55%
48%
45%
0% 20% 40% 60% 80% 100%
North
Central
South
2010 2011

Mobile web activities
Geolocation implications for multiple businesses sectors.
76%
66%
43%
34%
82%
67%
48%
Use for news
Use a search site
Instant messaging
Increasing mobile entertainment consumption.
34%
26%
32%
26%
9%
8%
35%
35%
34%
30%
27%
10%
0% 20% 40% 60% 80% 100%
Listening to music
Downloading Apps
Downloading or uploading pictures
Watching videos/clips
Playing online games
2010
2011

Instant mobile internet activities
30%Geolocation tools (Foursquare, Google Maps)
Mobile enters path to purchase.
Mobile ease essential.
24%
19%
11%
0% 20% 40%
Been in a store and looked up a product to find
out more
Been in a store and used it to check prices
Visiting online shopping sites

Financial product ownership and mobile web
1 in 2 whom are financially active, are online via mobile.
Broad opportunities for financial services firms.
48%Total
52%
51%
49%
0% 20% 40% 60% 80% 100%
Credit Card
Bank Account
Life or Health
Insurance

Reward
Geolocation
Knowledge
Redemption
PointsExclusive Networks
Bottle Track
Loyalty
HORECA
Alerts
On Trade Promotionsfoursquare
Membership Tiers
Concierge
Knowledge
Attract
Brand Heritage
USP Launches
News
Events
Positioning
Social Media Dialogue
WoM
Buzz
Online Ordering

So what?
Time to listen and engage
Social networks win
Blogs and forums decline

Social networks grow at expense of blogs and forums
Consumers consolidating expression in social networks
Metro online communication trends
80%
100%
Visiting social
network
Visiting forum
39% 41%
51%
47%
51%
46%
41%
35%
23%16%
21%
17%
20%
22%
11%
0%
20%
40%
60%
2009 2010 2011
Visiting blogs
Posting in forum
Writing blogs

And consumers are talking.
Broad opportunities for brands to listen and engage.
19%
8%
14%
11%
5%
8%
Visiting forum 27%
Chatting online at least once per month
39%
3%
2%
1%
5%
3%
3%
4%
3%
2%
0% 20% 40% 60%
Visiting blogs
Posting in forum
Writing blogs
13%
6%
9%

Social media insights.
Hybrid tech/human approach to social media evaluation. Combining automated
‘scraping’ across millions of sites with more focused analyst driven search 10,000’s.
Collection Content enrichment From data to information
Using our proprietary source
management and scraping
technologies, we scan and
collect content from blogs,
microblogs, trade publications,
forums, industry, geographic
and demographic sources.
Our team of analysts refine the
content of the search. We
perform sentiment analysis and
tag the data with source
information about the posters,
where they made comments,
where they live, how old they
are – we can understand a lot
about the people who are taking
about you. The data is QA’d for
precision and reach.
After all this work we have amazing
insights into what people are
saying about you and your
competitors. We then provide all
this information to you on an
online dashboard. We update it
daily so you can track the buzz and
engage with your customers.

Social media insights.
Lots of information and word of mouth related to
different products and brands are already available on
the web in an easy-to-access form. This can be cleverly
used to enrich our insights :
• To explore new trends and shifts, track key
influencers, as well as fine tune the survey design for
ongoing programmes.
• To obtain feedback on a wide range of options,
55
• To obtain feedback on a wide range of options,
broadening and deepening our competitive
intelligence.
• To enrich research findings.
This Cimigo approach captures the sentiment and nuances of what people are
talking about, because you get the best of both worlds, automated analysis
combined with real people reading, digesting and analysing the context.

Online consumers are networked & social.
44%
56%
Yes No
Member of social network
47%
6%
67%
19%
70%
20%
Facebook
Zing Me
2009
2010
Popular social networks
11%
12%
20%
2%
1%
0% 20% 40% 60% 80% 100%
Yahoo 360 Plus
Twitter
2010
2011

Online research communities – Cimigo Live.
• 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.

Why create an online brand research community?
To create. To innovate. To communicate. To inspire consumers at all touch-points.
Test and measure
promo activity
Develop and test
communications
Develop and assess
new products
Foster brand
engagement
Generate ideas
and concepts
Measure usage
and attitudes
Develop websites
Generate PR
e.g. brand stories

Top 10
Local for news
So what?
Local for entertainment
Global for search
Global for social network
Global for video

Younger generation tend to social, while older online
population tending to news.
We measure sites visited within past 4 weeks
Top ten websites
Website Total 15-24 25-34 35-49 50-64
Googlea
57% 60% 54% 56% 52%
Zingb
49% 79% 32% 14% 10%
c
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%

Global brands are on the way up.
We measure sites visited within past 4 weeks
Top ten websites
Website 2011 2012 2011 2012
Googlea
1 1 48% 57%
Zingb
2 2 33% 49%
Zing 2 2 33% 49%
Yahooc
4 3 20% 28%
Facebook.com 6 4 13% 19%
Dantri.com.vn 3 5 21% 19%
Vnexpress.net 5 6 18% 18%
24h.com.vn 7 7 11% 16%
Youtube.com 10 8 6% 12%
Nhaccuatui.com 8 9 10% 10%
Tuoitre.com.vn 9 10 9% 10%

TheThe Voice of the CustomerVoice of the Customer
www.cimigo.vnwww.cimigo.vn
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Cimigo Netcitizens 2012 - Report

Cimigo Netcitizens 2012 - Report

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