The State of Social Media in Vietnam

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The State of Social Media in Vietnam

  1. 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. 2. comScore is a Global Leader in Measuring the Digital World V0910 NASDAQ SCOR Clients 1,600+ worldwide Employees 1,000+ Headquarters Reston, VA Global Coverage 170+ countries under measurement; 43 markets reported Local Presence 30+ locations in 21 countries
  3. 3. Major Media Publications Turn to comScore Every Day comScore experts/information cited over 70 times a day!
  4. 4. comScore Digital Business Analytics Audience Measurement Web Analytics Vertical Market Solutions Social Analytics Copy Testing Campaign Verification Ad Effectiveness Cross Media Mobile Audience Measurement Network Analytics & Optimization Customer Experience & Retention Management User Analytics Advertising Analytics Mobile Analytics <ul><ul><li>Unified Digital Measurement ™ </li></ul></ul>V0411
  5. 5. comScore’s Innovative Approach Revolutionizes Measurement PAGE TAGS Unified Digital Measurement™ (UDM) Patent-Pending Methodology PANEL 2 Million Person Panel 360°View of Person Behavior PERSON -Centric Panel with SITE -Census Measurement V0910
  6. 6. Actual/Min Persons Under Measurement (PUM) – June, 2011 Region Country Persons Under 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
  7. 7. <ul><li>The State of the Internet </li></ul><ul><li>In South East Asia & Vietnam </li></ul>
  8. 8. Asia Continues Audience Growth <ul><li>Growth is flat in North America, European growth mostly driven by Russia </li></ul><ul><li>30 million new Internet users were added in the Asia Pacific Region over the past year </li></ul><ul><li>High percentage growth continues in MidEast/Africa and Latin America </li></ul>December 2009 December 2010 +8% +6% +3% +8% +32% +15% Worldwide Online Population (Millions) Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 and December 2010 Dec 2010 Dec 2009
  9. 9. Emerging Internet Markets in Southeast Asia Skew Very Young <ul><li>Hong Kong and Singapore skew older even than the global average; Malaysia, Indonesia, Vietnam and the Philippines have significantly younger audiences </li></ul>Composition of Internet Audience 15+ Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  10. 10. 15-34 Year Olds Spend More Time Online; Difference Varies by Country <ul><li>In each country, 15-34 year olds spend more time online on average </li></ul><ul><li>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 </li></ul>Average Hours Spent Online Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010
  11. 11. Strong Social Network Penetration in the Region Growth in Reach: Social Networks Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010 <ul><li>Vietnam shows the highest year over year growth in reach, but penetration there is still much lower than in other countries in the region </li></ul><ul><li>Philippines, Malaysia, and Indonesia have highest reach, driven almost exclusively by Facebook </li></ul>
  12. 12. Social Networking spurs Photos Category Growth in Vietnam, Malaysia, Philippines <ul><li>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 </li></ul><ul><li>Ubiquity of digital cameras and cell phone cameras, coupled with large youth populations, also contribute to growth in this category </li></ul>Growth in Reach: Photo Sites Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
  13. 13. A Clear Appetite for Multimedia in Southeast Asia <ul><li>With the exception of Indonesia, visiting to Multimedia sites from these countries outpace the global average </li></ul><ul><li>Even in countries where high-bandwidth connections are less common, e.g. the Philippines and Vietnam, there is clearly high demand for multimedia content </li></ul>Growth in Reach: Multimedia Sites Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2009 and December 2010
  14. 14. Instant Messengers, News are Key Categories in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix (Panel Only), December 2010 Key Categories Reach in Vietnam vs WW Average Index: 129 103 154 108 117 85 91 93 91 102 Index: 128 100 143 136 109 89 83 81 91 88 Index: 107 149 124 206 108 97 100 105 94 112
  15. 15. Top Web Properties in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011 102
  16. 16. <ul><li>And Social Networks in the Region? </li></ul>
  17. 17. Philippines is the Top Facebook Market In the World <ul><li>The Philippines, Malaysia and Indonesia are among the top 15 countries with the highest Facebook penetration </li></ul><ul><li>Though Photo and IM usage is also above average in the Philippines, FB is the most common touchpoint for web users there: FB is the #1 site there, and average usage is 7 hours per user </li></ul>Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011 Facebook.com Top 15 Markets by % Reach
  18. 18. Indonesia and Singapore are Among Top Twitter Markets <ul><li>21 percent of Indonesian web users visited Twitter.com in January, making it the #4 site in terms of Twitter reach </li></ul>Twitter Top 15 Markets by % Reach Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011
  19. 19. <ul><li>So What Does Vietnam’s Social Scene Look Like Today? </li></ul>
  20. 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
  21. 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
  22. 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
  23. 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
  24. 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
  25. 25. Zing Me’s Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Vietnam, July 2011
  26. 26. Facebook’s Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Vietnam, July 2011
  27. 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
  28. 28. <ul><li>In Summary… </li></ul><ul><li>1) Internet users continues to grow in Vietnam, and News/Information, Search, Instant Messenger, and Social Networks usage are higher than the WW average </li></ul><ul><li>2) Social Media has been growing rapidly in Vietnam with Zing Me reaching over half of the SN users </li></ul><ul><li>3) Social Media Users in Vietnam tend to be younger 15-24 year olds, and they are “aspirational”. </li></ul><ul><li>Thank You! </li></ul>
  29. 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

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