The document summarizes internet usage trends in Vietnam based on a survey of over 5,800 people across 12 urban centers. It finds that internet penetration has grown beyond just men in major cities and higher income groups, reaching 58% of the overall population in 2011. Mobile internet usage is growing rapidly and expected to further expand access to lesser cities and rural areas, allowing many users to leapfrog the personal computer experience. The increasing ubiquity of smartphones and mobile connectivity is shifting how people engage with the internet, especially among youth.

2. The Voice of the Consumer
Part 1.

3. From Cimigo
India Hong Kong
IndonesiaVietnam
ChinaSingaporePhilippines
Our 300 professionals advise companies that reach
3 billion consumers

4. Our services fall into two areas
1. Consulting Services
Motivational research Market tracking
Market scoping and segmentation Product optimisation
Concept testing Brand equity
New product development Touch point management
Brand positioning Customer loyalty
2. Research Services
Ethnography Telephone interviewing
Accompanied shopping Street intercepts
In-depth interviewing Mystery shopping
Focus groups On line surveys
Vox pops Social media tracking

5. 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
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
5

6. NetCitizens 2012
Part 2.

7. 5,800 people.
Random sampling with Computer Aided Telephone Interviews (CATI). Data
weighted to urban population of Viet Nam.
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.
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.
Yielding n=3,405 internet
users

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

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

10. So what?
Part 3.

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

12. So what?
Beyond men, metro and
premium consumers

13. More online than not at 58%.

14. 50% of women vs. 66% of men.

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

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

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

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

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

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

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

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

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

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

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

26. 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.

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

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

29. It is where consumers are spending time.
2% 3% 1%
4% Everyday
Frequency of Use
Several times a week
24% Once a week
Several times a month
66%
Once a month
Less often
Source: Cimigo NetCitizens
130 Minutes
per Day!

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

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

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

33. 9 in 10 online consumers relying on internet for news.
Advertisers need to follow consumer eyeballs online.
Online Information gathering
Use for news 53% 31% 5% 89%
Use a search site 49% 31% 7% 87%
Research for schooloffice work 21% 27% 9% 57%
0% 20% 40% 60% 80% 100%
Everyday Once a week or more Once a month or more
Source: Cimigo NetCitizens

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

35. Online business nascent.
Businesses need to lead the development of e-commerce.
E-commerce and online banking.
Shopping / visting buy and sell sites 24%
5% 11% 8%
/ Auctions
E-Banking 1%2% 3% 6%
0% 10% 20% 30%
Everyday Once a week or more Once a month or more
Source: Cimigo NetCitizens

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

37. 3 in 4 online consumers use to find out about new
products and brands.
Engendering trust remains key.
Online attitudes.
The internet is an important
source for news and 93% 5%2%
information
The internet helps me to find
out about new products and 74% 16% 9%
brands
I generally trust the
information found on the 46% 31% 24%
internet
0% 20% 40% 60% 80% 100%
Agree Neutral Disagree
Source: Cimigo NetCitizens

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

39. Managed online panellists for rapid surveys.

40. 300 tests and counting….

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

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

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

44. Increasingly anywhere, anytime.
Internet by mobile phone
38% Yes
48%
52%
62%
No
2010
2011
Source: Cimigo NetCitizens

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

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

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

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

49. Reward Track
Bottle
Redemption Membership Tiers
Points Exclusive Networks Loyalty
Geolocation
foursquare On Trade Promotions
HORECA
Alerts Concierge
Knowledge
Brand Heritage News Positioning
USP Events Launches
Attract
Social Media Buzz Dialogue
WoMOnline Ordering

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

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

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

53. And consumers are talking.
Broad opportunities for brands to listen and engage.
Chatting online at least once per month
Visiting a social network 19% 14% 5% 39%
Visiting forum 8% 11% 8% 27%
Visiting blogs 3% 5% 4% 13%
Posting in forum 2% 3% 3% 9%
Writing blogs 1% 2% 6%
3%
0% 20% 40% 60%
Everyday Once a week or more Once a month or more
Source: Cimigo NetCitizens

54. 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 Our team of analysts refine the After all this work we have amazing
management and scraping content of the search. We insights into what people are
technologies, we scan and perform sentiment analysis and saying about you and your
collect content from blogs, tag the data with source competitors. We then provide all
microblogs, trade publications, information about the posters, this information to you on an
forums, industry, geographic where they made comments, online dashboard. We update it
and demographic sources. where they live, how old they daily so you can track the buzz and
are – we can understand a lot engage with your customers.
about the people who are taking
about you. The data is QA’d for
precision and reach.

55. 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,
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.
55

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

57. 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.

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

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

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

61. 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%
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%
Source: Cimigo NetCitizens

62. 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%
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%
Source: Cimigo NetCitizens

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

64. The Voice of the Customer
www.cimigo.vn
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