Think digital Google

Key Trends Shaping the Digital Landscape
And The Current State of the Internet in Vietnam
11 December 2012
Joe Nguyen,
Snr Vice President, APAC – comScore
e: jnguyen@comscore.com
t: @jnguyen
Analytics for the Digital World

Google Confidential and Proprietary 2
Today’s Global Internet User
Source: comScore Media Metrix, qSearch and Video Metrix,
Visitors Age 15+ Home/Work Location, Worldwide, April 2012
24
Number of Hours
Spent Online
2,300
pages of content
consumed
56
Distinct Visits
to the Web
174
Online Videos
Viewed
121
Searches
Performed
1 in 5
Minutes Spent
Social Networking

Google Confidential and Proprietary
The U.S. Is No Longer the Center of the Online
Universe
3
In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the
largest region with over 40% of the online population.
Asia Pacific
Distribution of Worldwide Internet Audience
66%
13%
34%
87%
1996 2011
U.S. Internet Population vs. Rest of the World
Rest of the
World
U.S.
Source: comScore Media Metrix, Visitors Age 15+
Home/Work Location, Apr-2012
Asia
Pacific,
41.1%
Europe,
26.6%
North
America,
14.5%
Latin
America,
8.9%
Middle
East-
Africa,
8.9%

China, the U.S. and Japan Represent Largest
Online Populations
Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, April 2012
333,930
188,478
73,466
57,838
56,924
51,600
45,478
43,207
37,613
31,005
China
United States
Japan
India
Russia
Germany
Brazil
France
United Kingdom
South Korea
World’s Largest Internet Markets
Unique Visitors (000)

Vietnam’s Online Population has grown 15%
since October 2011
0
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000
All Females (15+) All Males (15+)
5
Online Population in 000s
•  53% male
•  5.7 million
between 15-34
•  70% of VN
males
•  47% female
•  5.4 million
between 15-34
•  75% of VN
females
Source: comScore Media Metrix, Visitors Age 15+
Home/Work Location, Aug 2011-Oct 2012

Vietnam is similar to other SEA countries in
Age Distribution of Online Users
74.7%
74.4%
73.3%
71.2%
70.7%
70.6%
70.6%
65.8%
62.6%
62.3%
52.8%
India
Thailand
Vietnam
Venezuela
Indonesia
Philippines
Turkey
Colombia
Mexico
Malaysia
Singapore
% of Internet Audience Under Age 35

These Young Users Account for an Even
Greater Share of Time
77.5%
78.6%
71.4%
71.0%
65.0%
58.4%
22.5%
21.4%
28.6%
29.0%
35.0%
41.6%
Thailand
Vietnam
Indonesia
Philippines
Malaysia
Singapore
Share of Total Online Minutes
Under Age 35 Age 35 and Older

In most of SEA, Total Engagement Falls Below
Global Average – EXCEPT VN and TH
23.8
39.6
37.1
29.8 29.1
21.5 19.2
17.4 16.3
Worldwide U.S. UK
Thailand
Vietnam
Singapore
Philippines
Malaysia
Indonesia
Average Hours Spent Online, April 2012

4 KEY TRENDS SHAPING THE DIGITAL
LANDSCAPE
!  SOCIAL NETWORKING
!  E-COMMERCE
!  ONLINE VIDEO
!  MOBILE

SOCIAL
NETWORKING

The Rise of the Global Social Networking Audience
0
200
400
600
800
1,000
1,200
1,400
1,600
2007 2008 2009 2010 2011
+174%
+88%
Total Internet
Social
Networking
Source: comScore Media Metrix, March 2007 - October 2011
Worldwide Total Unique Visitors (MM)

Vietnam has seen an 17% increase in Social
Networkers Y-O-Y
Work Location, Oct 2011- Oct 2012

Source: comSCore Media Metrix,
March 2007 – October 2011

The Philippines has the Highest Reach for
Social Networking, but Thailand is Home to the
Most Engaged Social Networkers
Source: comScore Media Metrix, Visitors Age 15+ Home/Work
Location, April 2012
96.0%
94.7%
94.2%
92.6%
92.5%
86.3%
Philippines
Singapore
Malaysia
Indonesia
Thailand
Vietnam
Social Networking % Reach
of Visitors
8.9
8.0
5.6
4.9
3.7
3.7
Thailand
Philippines
Malaysia
Indonesia
Singapore
Vietnam
Social Networking Average
Hours per Visitor
In Oct. 2012,
this was 5.9
Hrs per visitor!

e-Commerce

Asia Pacific Falls Below the Global Average for
Retail Visitation
72.0%
88.6%
78.1%
70.6%
67.0%
51.2%
Worldwide
North America
Europe
Latin America
Asia Pacific
Middle East -
Africa
% Reach of Retail Category
by Global Region
% Reach of Retail Category APAC
Taiwan 85.8%
Japan 83.9%
New Zealand 80.7%
Vietnam 79.2%
Australia 72.7%
South Korea 72.4%
Hong Kong 70.0%
Singapore 67.2%
Thailand 66.8%
China 64.9%
India 57.6%
Indonesia 54.9%
Philippines 50.7%
Malaysia 50.2%

But eCommerce is dependent on Banks…
And
Travel!
Work Location, Oct 2011- Oct 2012

ONLINE VIDEO

1.2 Billion People Worldwide Viewed a Total of 211
Billion Videos in April 2012
Source: comScore Video Metrix, Viewers Age 15+ Home/
Work Location, April 2012, Worldwide
87.6
4.1
3.5
3.1
2.7
Google Sites
Youku Inc.
Dwango Co., Ltd.
VEVO
Tencent Inc.
Top Global Video Properties by
Videos Viewed (Billions)
Share of
Videos
41.4%
1.9%
1.6%
1.5%
1.3%
2 in every 5 Videos
Viewed on
YouTube

Vietnam has more Online Video Viewers than
many other Asian Countries
Source: comScore Video Metrix, July 2012

Youtube leads, but local sites do very well!
Source: comScore Video Metrix Vietnam, July 2012

MOBILE

11.5%
9.5%
8.2%
7.7%
7.1%
6.5%
5.2%
5.1%
2.8%
1.5%
Singapore
UK
U.S.
Australia
Japan
Canada
Spain
India
France
Brazil
Non-Computer Traffic for Selected Markets
Mobile Tablet Other
Mobile & Tablet Devices Shifting How Users
Connect Across the Globe
Source: comScore Device Essentials, Dec-2011

Google Confidential and ProprietaryConfidential and Proprietary 25
Weekday Share of Device Page Traffic in the Singapore
PCs dominate
working hours
Tablets rule the
home
Smartphones bridge
the gaps
Source: comScore Device Essential,
Week of May 14, 2012, Singapore
Cross-Device Consumption Trend: Device Usage
Differs Throughout Day
PCs dominate
working hours

Tablets Account for More than 40% in Malaysia,
Philippines, Thailand
Source: comScore Device Essentials, March 2012
58.9% 54.6% 49.5% 51.0%
77.8%
90.2%
39.3% 44.5%
42.8% 46.2%
21.5%
9.4%
Singapore Malaysia Philippines Thailand Vietnam Indonesia
Share of Non-Computer Traffic by Market
Mobile Tablet Other

Key Takeaways
•  Vietnam’s Internet Population is very young and growing
•  Like elsewhere, Social Networks are dominating users’ time
•  eCommerce in VN is still far away and banks and travel will
have to lead
•  Vietnamese, more than other SEA counterparts, love online
videos
•  Mobile internet and tablet usage are still growing in Vietnam
27

Last Thought – VN Total Adspend vs. Digital
since 2001
28
0
100
200
300
400
500
600
700
800
900
1000
0
2
4
6
8
10
12
14
16
18
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Digital AdSpend (US$ Million) Total AdSpend (US$ Million)
Source: ZenithOptimedia - ADVERTISING EXPENDITURE FORECASTS
DECEMBER 2012
DigitalAdspend(US$Million)
DigitalTOTALAdspend(US$Million)

Think digital Google

Recommended

Recommended

More Related Content

What's hot

What's hot (11)

Viewers also liked

Viewers also liked (11)

Similar to Think digital Google

Similar to Think digital Google (20)

More from we20

More from we20 (20)

Recently uploaded

Recently uploaded (20)

Think digital Google