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Google's Think Digital Vietnam
1. 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
2. Today’s Global Internet User
24
1 in 5
Number of Hours
Spent Online
Minutes Spent
Social Networking
174
2,300
Online Videos
Viewed
pages of content
consumed
121
Searches
Performed
56
Distinct Visits
to the Web
Source: comScore Media Metrix, qSearch and Video Metrix,
Visitors Age 15+ Home/Work Location, Worldwide, April 2012
Google Confidential and Proprietary
2
3. The U.S. Is No Longer the Center of the Online
Universe
U.S. Internet Population vs. Rest of the World
Rest of the
World
Middle
EastLatin
Africa,
America,
8.9%
8.9%
34%
87%
U.S.
66%
13%
1996
Distribution of Worldwide Internet Audience
2011
North
America,
14.5%
Asia
Pacific,
41.1%
Asia Pacific
Europe,
26.6%
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.
Source: comScore Media Metrix, Visitors Age 15+
Home/Work Location, Apr-2012
Google Confidential and Proprietary
3
4. China, the U.S. and Japan Represent Largest
Online Populations
World’s Largest Internet Markets
Unique Visitors (000)
333,930
China
188,478
United States
Japan
73,466
India
57,838
Russia
56,924
Germany
51,600
Brazil
45,478
France
43,207
United Kingdom
37,613
South Korea
31,005
Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, April 2012
Google Confidential and Proprietary
5. Vietnam’s Online Population has grown 15%
since October 2011
16,000
Online Population in 000s
14,000
12,000
•
•
10,000
•
8,000
6,000
•
•
4,000
•
2,000
0
All Females (15+)
53% male
5.7 million
between 15-34
70% of VN
males
47% female
5.4 million
between 15-34
75% of VN
females
All Males (15+)
Source: comScore Media Metrix, Visitors Age 15+
Home/Work Location, Aug 2011-Oct 2012
Google Confidential and Proprietary
5
6. Vietnam is similar to other SEA countries in
Age Distribution of Online Users
% of Internet Audience Under Age 35
India
74.7%
Thailand
74.4%
73.3%
Vietnam
Venezuela
71.2%
Indonesia
70.7%
Philippines
70.6%
Turkey
70.6%
Colombia
65.8%
Mexico
62.6%
Malaysia
62.3%
Singapore
52.8%
Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, April 2012
Google Confidential and Proprietary
7. These Young Users Account for an Even
Greater Share of Time
Share of Total Online Minutes
Thailand
77.5%
22.5%
Vietnam
78.6%
21.4%
Indonesia
71.4%
28.6%
Philippines
71.0%
29.0%
Malaysia
Singapore
65.0%
35.0%
58.4%
Under Age 35
41.6%
Age 35 and Older
Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, April 2012
Google Confidential and Proprietary
8. In most of SEA, Total Engagement Falls Below
Global Average – EXCEPT VN and TH
Average Hours Spent Online, April 2012
39.6
37.1
29.8
29.1
23.8
21.5
ide
ldw
Wor
.
U.S
UK
19.2
17.4
16.3
ia
ia
re
es
nd
am
apo
lays ndones
aila
ppin
ietn
i
V
Th
Ma
I
Sing
Phil
Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, April 2012
Google Confidential and Proprietary
9. 4 KEY TRENDS SHAPING THE DIGITAL
LANDSCAPE
! SOCIAL NETWORKING
! E-COMMERCE
! ONLINE VIDEO
! MOBILE
Google Confidential and Proprietary
11. The Rise of the Global Social Networking Audience
Worldwide Total Unique Visitors (MM)
1,600
+88%
1,400
Total Internet
1,200
+174%
1,000
Social
Networking
800
600
400
200
0
2007
2008
2009
2010
2011
Source: comScore Media Metrix, March 2007 - October 2011
Google Confidential and Proprietary
12. Vietnam has seen an 17% increase in Social
Networkers Y-O-Y
Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, Oct 2011- Oct 2012
Google Confidential and Proprietary
13. Source: comSCore Media Metrix,
March 2007 – October 2011
Google Confidential and Proprietary
14. The Philippines has the Highest Reach for
Social Networking, but Thailand is Home to the
Most Engaged Social Networkers
Social Networking % Reach
of Visitors
Philippines
96.0%
Singapore
Social Networking Average
Hours per Visitor
Thailand
8.9
94.7% Philippines
Malaysia
94.2%
8.0
Malaysia
Indonesia
92.6%
Indonesia
Thailand
92.5%
Singapore
5.6
Vietnam
86.3%
Vietnam
Source: comScore Media Metrix, Visitors Age 15+ Home/Work
Location, April 2012
4.9
3.7
3.7
In Oct. 2012,
this was 5.9
Hrs per visitor!
Google Confidential and Proprietary
16. Asia Pacific Falls Below the Global Average for
Retail Visitation
% Reach of Retail Category
by Global Region
Worldwide
72.0%
North America
Europe
Latin America
Asia Pacific
Middle East Africa
88.6%
78.1%
70.6%
67.0%
51.2%
% Reach of Retail Category APAC
Taiwan
Japan
New Zealand
Vietnam
Australia
South Korea
Hong Kong
Singapore
Thailand
China
India
Indonesia
Philippines
Malaysia
Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, April 2012
85.8%
83.9%
80.7%
79.2%
72.7%
72.4%
70.0%
67.2%
66.8%
64.9%
57.6%
54.9%
50.7%
50.2%
Google Confidential and Proprietary
17. But eCommerce is dependent on Banks…
And
Travel!
Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, Oct 2011- Oct 2012
Google Confidential and Proprietary
19. 1.2 Billion People Worldwide Viewed a Total of 211
Billion Videos in April 2012
Top Global Video Properties by
Videos Viewed (Billions)
Google Sites
Share of
Videos
87.6
41.4%
Youku Inc.
4.1
1.9%
Dwango Co., Ltd.
3.5
1.6%
VEVO
3.1
Tencent Inc.
2 in every 5 Videos
Viewed on
YouTube
2.7
Source: comScore Video Metrix, Viewers Age 15+ Home/
Work Location, April 2012, Worldwide
1.5%
1.3%
Google Confidential and Proprietary
20. Vietnam has more Online Video Viewers than
many other Asian Countries
Source: comScore Video Metrix, July 2012
Google Confidential and Proprietary
21. Youtube leads, but local sites do very well!
Source: comScore Video Metrix Vietnam, July 2012
Google Confidential and Proprietary
23. Mobile & Tablet Devices Shifting How Users
Connect Across the Globe
Non-Computer Traffic for Selected Markets
Mobile
Tablet
Other
Singapore
11.5%
UK
9.5%
U.S.
8.2%
Australia
7.7%
Japan
7.1%
Canada
6.5%
Spain
5.2%
India
5.1%
France
Brazil
2.8%
1.5%
Source: comScore Device Essentials, Dec-2011
Google Confidential and Proprietary
24. Cross-Device Consumption Trend: Device Usage
Differs Throughout Day
Tablets rule the
PCs dominate
home
working hours
Smartphones bridge
the gaps
Weekday Share of Device Page Traffic in the Singapore
Source: comScore Device Essential,
Confidential and Proprietary
25
Week of May 14, 2012, Singapore
Google Confidential and Proprietary
25. Tablets Account for More than 40% in Malaysia,
Philippines, Thailand
Share of Non-Computer Traffic by Market
Mobile
Tablet
Other
21.5%
39.3%
44.5%
42.8%
9.4%
46.2%
77.8%
58.9%
54.6%
49.5%
51.0%
Singapore
Malaysia
Philippines
Thailand
90.2%
Source: comScore Device Essentials, March 2012
Vietnam
Indonesia
Google Confidential and Proprietary
26. 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
Google Confidential and Proprietary
27
27. Last Thought – VN Total Adspend vs. Digital
since 2001
16
Digital Adspend (US$ Million)
1000
900
800
14
700
12
600
10
500
8
400
6
300
4
200
2
100
0
Digital TOTAL Adspend (US$ Million)
18
0
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
Google Confidential and Proprietary
28
28. 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