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The state of social networks in vietnam 2011
- 1. The State of Social Networks in Vietnam Social Network: The Open Platform Conference New World Hotel, Ho Chi Minh City, 27 August 2011 Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR) hp +65 9478 2100 | email jnguyen@comscore.com
- 2. comScore is a Global Leader in Measuring the Digital World NASDAQ SCOR Clients 1,600+ worldwide Employees 1,000+ Headquarters Reston, VA 170+ countries under measurement; Global Coverage 43 markets reported Local Presence 30+ locations in 21 countries ยฉ comScore, Inc. Proprietary and Confidential. V0910 2
- 3. Major Media Publications Turn to comScore Every Day comScore experts/information cited over 70 times a day! ยฉ comScore, Inc. Proprietary and Confidential. 3
- 4. comScore Digital Business Analytics Audience Measurement Web Analytics User Analytics Vertical Market Solutions Unified Digital Measurementโข Social Analytics Copy Testing Campaign Verification Advertising Analytics Ad Effectiveness Cross Media Mobile Audience Measurement Network Analytics & Optimization Mobile Analytics Customer Experience & Retention Management ยฉ comScore, Inc. Proprietary and Confidential. V0411 4
- 5. comScoreโs Innovative Approach Revolutionizes Measurement 2 Million Person Panel PERSON-Centric Panel with 360ยฐView of Person Behavior SITE-Census Measurement PANEL PAGE TAGS Unified Digital Measurementโข (UDM) Patent-Pending Methodology ยฉ comScore, Inc. Proprietary and Confidential. V0910 5
- 6. Actual/Min Persons Under Measurement (PUM) โ June, 2011 Persons Under Region Country Measurement South East Asia Malaysia 142,287 South East Asia Singapore 48,379 South East Asia Philippines 159,719 South East Asia Vietnam 113,089 South East Asia Indonesia 264,277 ยฉ comScore, Inc. Proprietary and Confidential. 6
- 7. The State of the Internet In South East Asia & Vietnam ยฉ comScore, Inc. Proprietary and Confidential. 7
- 8. Asia Continues Audience Growth ๏ง Growth is flat in North America, European Worldwide Online Population (Millions) growth mostly driven by Russia +8% ๏ง 30 million new Internet users were added 1,324 in the Asia Pacific Region over the past 1,222 year ๏ง High percentage growth continues in MidEast/Africa and Latin America December 2009 December 2010 +6% Dec 2009 534.0 Dec 2010 505.7 +8% 336.4 361.7 +3% +32% +15% 198.4 204.0 85.2 112.5 96.6 111.4 Asia Pacific Europe North America Middle East - Latin America Africa Internet Audience 15+ accessing InternetInc. Proprietary and Confidential. ยฉ comScore, from Home or Work 8 Source: comScore Media Metrix, December 2009 and December 2010
- 9. Emerging Internet Markets in Southeast Asia Skew Very Young ๏ง Hong Kong and Singapore skew older even than the global average; Malaysia, Indonesia, Vietnam and the Philippines have significantly younger audiences Composition of Internet Audience 15+ WW 27% 26% 22% 14% 11% Malaysia 37% 26% 22% 9% 6% Indonesia 40% 32% 17% 7% Vietnam 38% 33% 15% 9% 6% Philippines 40% 30% 20% 8% Hong Kong 19% 22% 25% 23% 12% Singapore 21% 24% 27% 19% 9% 15-24 25-34 35-44 45-54 55+ Internet Audience 15+ accessing InternetInc. Proprietary and Confidential. ยฉ comScore, from Home or Work 9 Source: comScore Media Metrix, December 2010
- 10. 15-34 Year Olds Spend More Time Online; Difference Varies by Country ๏ง In each country, 15-34 year olds spend more time online on average ๏ง Young people in Hong Kong and Singapore spend proportionally much more time online than older web users there; young web users in Indonesia spend almost the same amount of time online as their elders Average Hours Spent Online 31.0 24.4 25.4 22.4 20.1 19.7 16.8 17.1 15.0 14.8 14.6 15.8 Age 15-34 Age 35+ Malaysia Indonesia Vietnam Philippines Hong Kong Singapore Internet Audience 15+ accessing InternetInc. Proprietary and Confidential. ยฉ comScore, from Home or Work 10 Source: comScore Media Metrix, December 2010
- 11. Strong Social Network Penetration in the Region ๏ง Vietnam shows the highest year over year growth in reach, but penetration there is still much lower than in other countries in the region ๏ง Philippines, Malaysia, and Indonesia have highest reach, driven almost exclusively by Facebook Growth in Reach: Social Networks +13% +6% +1% +11% +1% +4% 91% 89% 90% +35% 90% 95% 81% 81% 82% 68% 70% 66% 68% 76% 49% Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore 2009 Reach 2010 Reach Internet Audience 15+ accessing InternetInc. Proprietary and Confidential. ยฉ comScore, from Home or Work 11 Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
- 12. Social Networking spurs Photos Category Growth in Vietnam, Malaysia, Philippines ๏ง Sharing photos is becoming a key component of the Social Networking experience. The high growth in this category in almost every country is being driven by Facebook Photos ๏ง Ubiquity of digital cameras and cell phone cameras, coupled with large youth populations, also contribute to growth in this category Growth in Reach: Photo Sites +47% +46% +16% +23% +17% +24% 91% 89% 90% +73% 90% 95% 81% 82% 81% 68% 70% 66% 68% 76% 49% Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore 2009 Reach 2010 Reach Internet Audience 15+ accessing InternetInc. Proprietary and Confidential. ยฉ comScore, from Home or Work 12 Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
- 13. A Clear Appetite for Multimedia in Southeast Asia ๏ง With the exception of Indonesia, visiting to Multimedia sites from these countries outpace the global average ๏ง Even in countries where high-bandwidth connections are less common, e.g. the Philippines and Vietnam, there is clearly high demand for multimedia content Growth in Reach: Multimedia Sites +11% +17% 7% +6% +11% +36% 72% -1% 73% 72% 72% 77% 63% 67% 65% 67% 66% 61% 56% 55% 49% Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore 2009 Reach 2010 Reach Internet Audience 15+ accessing InternetInc. Proprietary and Confidential. ยฉ comScore, from Home or Work 13 Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
- 14. Instant Messengers, News are Key Categories in Vietnam Key Categories Reach in Vietnam vs WW Average 91% 57% Search/Navigation Index: 107 Index: 128 Downloads 100 85% 57% 90% 57% News/Information 149 100 Blogs 113 Index: 129 60% 50% 72% 56% Community 124 143 103 Games 109 58% 51% 72% 45% Instant Messengers 206 136 154 Photos 86 35% 53% 69% 37% Retail 108 109 108 Business/Finance 82 64% 46% 67% 37% 97 89 Education 128 Directories/Resources 117 68% 29% 67% 35% Multimedia 100 83 Sports 112 85 67% 32% 66% 35% e-mail 105 81 91 Auctions 113 63% 31% 66% 28% Social Networking 91 94 93 Automotive 119 70% 24% Vietnam 60% 23% Technology 112 88 TV 70 91 53% 33% Worldwide 102 Internet Audience 15+ accessing Internet from Home or Work ยฉ comScore, Inc. Proprietary and Confidential. 14 Source: comScore Media Metrix (Panel Only), December 2010
- 15. Top Web Properties in Vietnam 102 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011 ยฉ comScore, Inc. Proprietary and Confidential. 15
- 16. And Social Networks in the Region? ยฉ comScore, Inc. Proprietary and Confidential. 16
- 17. Philippines is the Top Facebook Market In the World Facebook.com Top 15 Markets by % Reach Philippines 93.7 ๏ง The Philippines, Malaysia Turkey 90.7 and Indonesia are among Israel 90.2 the top 15 countries with the Chile 89.5 highest Facebook Malaysia 88.4 penetration Argentina 88.3 Venezuela 87.8 ๏ง Though Photo and IM usage Indonesia 87.4 is also above average in the Canada 86.9 Philippines, FB is the most Colombia 86.7 common touchpoint for web Peru 83.4 users there: FB is the #1 site Mexico 82.6 there, and average usage is United Kingdom 81.4 7 hours per user Puerto Rico 81.4 Finland 81.2 Internet Audience 15+ accessing InternetInc. Proprietary and Confidential. ยฉ comScore, from Home or Work 17 Source: comScore Media Metrix, January 2011
- 18. Indonesia and Singapore are Among Top Twitter Markets ๏ง 21 percent of Indonesian web users visited Twitter.com in January, making it the #4 site in terms of Twitter reach Twitter Top 15 Markets by % Reach Netherlands 26.0 Brazil 23.4 Japan 22.0 Indonesia 21.0 Venezuela 19.4 Canada 15.1 United Kingdom 14.0 Philippines 13.8 Singapore 13.6 Turkey 13.6 Chile 13.1 United States 13.0 Argentina 12.5 Mexico 12.5 Colombia 10.7 Internet Audience 15+ accessing InternetInc. Proprietary and Confidential. ยฉ comScore, from Home or Work 18 Source: comScore Media Metrix, January 2011
- 19. So What Does Vietnamโs Social Scene Look Like Today? ยฉ comScore, Inc. Proprietary and Confidential. 19
- 20. Social Networking Sites Continue to Grow in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScore Segment Metrix Vietnam, July 2011 ยฉ comScore, Inc. Proprietary and Confidential. 20
- 21. Top Categories Visited by Vietnamese 102 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011 ยฉ comScore, Inc. Proprietary and Confidential. 21
- 22. Social Networking Sites Continue to Grow in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011 ยฉ comScore, Inc. Proprietary and Confidential. 22
- 23. Non-Vietnamese Social Networks are still hanging on Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Media Trend Vietnam, July 2011 ยฉ comScore, Inc. Proprietary and Confidential. 23
- 24. Social Media Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Vietnam, July 2011 ยฉ comScore, Inc. Proprietary and Confidential. 24
- 25. Zing Meโs Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Vietnam, July 2011 ยฉ comScore, Inc. Proprietary and Confidential. 25
- 26. Facebookโs Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Vietnam, July 2011 ยฉ comScore, Inc. Proprietary and Confidential. 26
- 27. What Do These Young Social Networks Tend To Do Online? Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Cross Visiting Vietnam, July 2011 ยฉ comScore, Inc. Proprietary and Confidential. 27
- 28. In Summaryโฆ 1) Internet users continues to grow in Vietnam, and News/Information, Search, Instant Messenger, and Social Networks usage are higher than the WW average 2) Social Media has been growing rapidly in Vietnam with Zing Me reaching over half of the SN users 3) Social Media Users in Vietnam tend to be younger 15-24 year olds, and they are โaspirationalโ. Thank You! ยฉ comScore, Inc. Proprietary and Confidential. 28
- 29. The State of Social Networks in Vietnam Social Network: The Open Platform Conference New World Hotel, Ho Chi Minh City, 27 August 2011 Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR) hp +65 9478 2100 | email jnguyen@comscore.com
Editor's Notes
- Updated for Dec 2010Growth of internet users in North America with just over 5million additional users in 2010. Europe adds 25 million users mostly in Russia.Asia Pacific adds 30 millions users The highest growth rate comes from Latin America and Middle East which combined adds 42 millions users to a relatively low base.
- Unsurprisingly, when we look at the demographic composition of the Internet audiences in these markets, emerging markets definitely tend to skew much younger than the global average. In Indonesia, web users 15-35 make up 72% of the audience, compared to 53% of the global average. Vietnam and Phillipines with between 60%-70% of the general population below 30 years of age reflects the composition of internet users shown. In contrast, Hong Kong and Singapore, where Internet penetration is high and the population is more balanced, the same age group comprises only 41 and 45 percent, respectively.
- When we break the time consumption down by the younger (below 35) and older (35 and above) populations, we see how each market differs.Young people in Hong Kong and Singapore and Vietnam spend proportionally much more time online than older web users there; young web users in Indonesia, Philippines and Malaysia spend almost the same amount of time online as their elders. For these latter markets, this statistic speaks to the share computer usage at home where everyone must be fighting for their timeslot.
- Social Network has grown very well in these markets. This led by Facebook, but also includes linkedin, friendster (yes they are still around), wretch.cc, and Zing.Vietnam shows the highest year over year growth in reach, but penetration there is still much lower than in other countries in the region. It looks like facebook is no longer blocked in this market as it had been up to the early part of 2010.Hong Kong and Malaysia both record decent growth, and hongkong looks like there is still more room to grow.
- Sharing photos is big on Social Networks. Twitter apps and foursquares apps now allow you to take a picture along with your tweet or checkin. Of course your tweets and checkin are automatically posted onโฆ where else.. Facebook. Hence Facebook photos gets a lot of traffic in terms of people and page views.Digital cameras are now dropping below US$100 and almost all cell phones come with a decent camera so that you really can take a picture any time of the day or night. We have also seen that young people are more willing to share and post pictures up without caring or any concern about privacy.
- Ok so stepping back from the money and transaction side of things, we now look at the fun side of the web.The Entertainment โ Multimedia category has seen increases in these markets above the global average.This category contains Sites that contain video clips, audio clips or some other kind of interactive media such as shockwave/ flash etc. Examples: Youtube.com, WindowsMedia, Veoh.comWith the exception of Indonesia, more people in south east asia have been tuning into youtube and similar sites. This includes vietnam and indonesia where broadband connections are less prevalent.Interestingly, the china-based sites tudou and youku have both seen increases in Hong Kong, Malaysia and Singapore where the chinese speaking population is relatively high.
- In Vietnam, News sites indexes very high. Community also indexes high because this category is loaded with many local sites offering content from Family and Parenting to Fashion and Style. Instant Messenger is still the one of the primary modes of online communication and thrives in Vietnam unlike other markets around the world.
- Now letโs dive into the content categories consumed by internet users in South East Asia
- In South East Asia, everybody loves facebook. Facebook easily ranks in the top 5 web properties in all these markets.In the Malaysia and Indonesia, facebook is the number 2 web property visited by web users. In the Philippines, Facebook has dethroned Google Sites to the number 1 spot. In December, Facebook accounts for 41% of all pages consumed by Philippinos and 39% of the online time spent!After Facebook, next property is Google Properties, and even including YouTube minutes, Google average usage is only about 2 hours/visitorThereโs been various reports that Indonesia has the largest number of facebook users in the world next to the US. This may be possible if you take into account usage from internet cafes and mobile, but actual statistics on these devices are very hard to come by.
- But letโs take a look at the other fast growing social network โ twitter.Indonesia is the number 4 market for twitter in term of reach of the marketโs internet population. While our reports here shows usage on home and work PCs, we know that most users Tweet from their mobiles. So indonesia beats out Philippines and Singapore in South East Asia in terms of reach and of absolute users of Twitter.
- Now letโs dive into the content categories consumed by internet users in South East Asia
- Nhacuatui.com is in Entertainment Category
- Aspirational because they are looking at career sites, luxury,travel, automotive, telecoms, etc.