Vietnam NetCitizens 2012 (Cimigo)
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Mobile users are leaping forward in Vietnam, with lesser cities and rural users expected to leapfrog the PC journey. While internet usage among youth is saturated, mobile adoption is expected to significantly grow among those aged 35 and older, changing the online journey. As consumers spend more time online at home competing with or complementing TV, advertising needs to follow consumer eyeballs online where 9 in 10 rely on the internet for news over entertainment. However, trust remains a barrier to online purchasing.
Vietnam NetCitizens 2012 (Cimigo)
- 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 Visit to download this presentation