tns vn mobi life and digital life 2012
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Tns VN mobi life and digital life 2012TRANSCRIPT
©TNS 2012
Mobile Life 2012 | Vietnam Report
Vietnam
©TNS 2012
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Where do today’s insights come from?
Digital Life
Representative of the urban online population aged 16-60
1000 consumers in Ho Chi Minh City, Can Tho, Hanoi and Da Nang
Unilever is a global subscriber: All data on open access
Mobile Life
Representative of mobile device users and prospects aged 16-60
500 consumers in Ho Chi Minh City, Can Tho, Hanoi and Da Nang
©TNS 2012
Mobile stands out as the most owned and the most likely to be bought device among Vietnamese consumers
3
A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months)
Base: All respondents – Vietnam 499
0
5
10
15
20
25
30
35
40
45
0 10 20 30 40 50 60 70 80 90 100
Netbook
GPS device eReader
Device ownership and likelihood to buy
Current ownership
Lik
ely
to
bu
y
Local Report 2012 - Vietnam
Smartphone
Mobile
Tablet Desktop computer
Laptop computer
Digital camera
DVD player MP3 player
Gaming console
Portable gaming device
Video Camera
internet enabled TV/HDTV Digital Media
Adapter
©TNS 2012
Smartphone
After mobiles, laptops show the best potential for growth, it seems at the expense of desktops. Smartphones also show some potential for growth
4
B1. Device ownership | B2. Device intention to buy (in next 6 months)
Bases: All respondents : Vietnam 499
Mobile
Intention to buy (next 6 months)
Ownership
Device ownership and intention to buy in next 6 months
Desktop Laptop Netbook Tablet
43 5 14 7 0 3
86 49 26 16 1 2
Local Report 2012 - Vietnam
©TNS 2012
After mobiles, desktops and laptops are the most owned devices, with penetration being higher than that of the average for emerging Asia. Smartphone penetration in Vietnam is in line with that of emerging Asia
5
Global
Base: All respondents – Vietnam 499 | Emerg Asia 4003 | Global 47577
B1. Device ownership
86 49 26 16 1 2
87 28 19 17 2 2
Device ownership
Smartphone Mobile Desktop Laptop Netbook Tablet
92 46 36 28 7 5
Emerg Asia Vietnam
Local Report 2012 - Vietnam
©TNS 2012
Brand and model of handset are the key influencing factors in the mobile purchase process
6
C23. Important decision factors | C24. Most important decision factor
Base: Mobile users – Vietnam 431
Important factors in mobile decision making
88
82
60
46
46
41
40
39
34
33
32
27
23
22
17 16
14
13
12
11
8
7
7
7
5
5
4
4
3
31
17
9
13
7
1
1
1
1
3
1
2
2
3 4
1
1
0
Brand of handsetModel of handset
Battery lifeEase of navigation around the phone
Making voice callsQuality of music player
Camera functionalitySMS to friends and family
Accessories availableScreen size / quality
Brand of network providerMemory size
The look and feel of the deviceHaving instant internet access
Operating systemApplications on the phone
Access to social networking functionalityAccess to personal entertainment
Input methodAbility to customise my phone
Easily downloading video from social video sites.Checking and receiving emails
Using a map to find out where you are and how to get to other…Ability to share pictures, videos and other content
Able to call friends using video .Ability to sync with my PC
Able to call friends over the internet.Ability to sync with my tablet
Able to pay for things with your phone
Important Single most imporant
Local Report 2012 - Vietnam
©TNS 2012
7
Vietnam 2011 Global
Top features used
D1. Feature usage
Base: Mobile users – Vietnam 2012: 431 2011: 504 | Global 44220
Vietnam 2012
SMS TAKE PHOTOS
LISTEN TO MUSIC
PLAY GAMES
CALENDAR BLUETOOTH BROWSE internet
TAKE VIDEOS
MMS IM SOCIAL NETWORK
PERSONAL EMAIL
91 58 66 62 47 44 33 50 18 11 19 12
81 66 63 53 50 44 42 42 40 33 32 30
92 64 61 54 40 44 22 52 16 9 11
Local Report 2012 - Vietnam
Usage of texting and gaming is high in Vietnam when compared to global average, but Vietnamese are lighter users of mobile internet related and multimedia heavy activities
©TNS 2012
66
62
58
50
33
19
17
11
6
5
5
5
0
25
20
33
33
43
43
40
55
60
52
65
56
44
6
13
7
10
16
22
21
21
21
24
17
21
37
3
5
3
7
8
16
22
13
14
19
13
19
18
Listening to music
Playing games
Taking photos
Taking videos
Browsing the internet
Social networking
Augmented reality
Streaming video
Video calling
Using location based…
Watch Live TV shows
Using navigation services
Scanning QR codes
%
Using Interested Not interested Don't know
Currently, mobiles are used in Vietnam to listen to music, play games and take photos. Watching live TV and video calling are also appealing features
8
D1. Feature usage | D2. Interest in feature usage
Base: Mobile users – Vietnam 431
Usage and interest in engaging mobile features
Local Report 2012 - Vietnam
©TNS 2012
Vietnam is slightly ahead of emerging Asia in terms of mobile internet usage; and this is stronger among 16-30 year olds
9
Mobile internet usage
42
27
33
37
30
48
49
29
10
3
Global
Emerg Asia
Vietnam
Male
Female
16-21
22-30
31-40
41-50
51-60
D1. Feature usage
Base: Mobile users – Global 44220 | Emerg Asia 3539 | Vietnam 431 | Male 224 | Female 207 | 16-21 90 | 22-30 120 | 31-40 110 | 41-50 80 | 51-60 31
Local Report 2012 - Vietnam
©TNS 2012
75
52
43
41
30
29
27
6
4
6
7
8
17
16
18
30
29
2
16
Message friends
Check status of friends
Update status
Look at other peoples' photos or video
Stream content (music, videos)
Play games
Upload photos or video
Check in your location
Post updates to advertise your business
Check in to TV shows
Currently doing Would like to do
Being light users of social networking sites through their phones, Vietnamese consumers are largely using these sites to message friends
10
Social networking activities
Base: Social network users 83
D8. Current social network usage | D9. Future social network usage
81
21
45
30
22
38
20
4
-
-
2011
Local Report 2012 - Vietnam
©TNS 2012
Mobile usage in the path to purchase is high considering the low mobile internet access, which suggests that the Vietnamese are fairly shopper savvy. This usage is thus likely to increase as mobile internet access increases
11
F2. Usage of mobile for purchase or research | D1. Ability to browse mobile internet
0
5
10
15
20
25
30
35
40
45
50
Pakis
tan
Tanzania
Egypt
India
Cote
D’Ivoir
e
Nig
eria
Thailand
Gre
ece
Ghana
Port
ugal
Indonesia
Belg
ium
Ukra
ine
Taiw
an
Neth
erl
ands
USA
Denm
ark
New
Zeala
nd
Canada
Chile
Slo
vakia
Spain
Austr
alia
UK
Sw
eden
Mala
ysia
Chin
a
South
Kore
a
Sin
gapore
Mobile internet access Vs. mobile path to purchase use
Incidence of mobile internet access
Local Report 2012 - Vietnam
©TNS 2012
Currently, price comparisons is the key activity for mobile users in store, and retailers could more than likely entice these consumers into far more in store mobile activity
12
Read independent product reviews
29 31 23 3 9 14 54
3
26 6
14
3
Online research while in the store
Receive a special deal by interacting with an advert (e.g.
taking a photo, winning a competition)
Mobile in path to purchase activity timeline
Scan a barcode to pay for the product
Scan a QR code to pay for the product
Pay for a product by touching phone against a sensor
Buy products from group buying sites (e.g. Groupon)
Scan QR codes to receive more information on the product
Scan the barcode and receive more information on the
product
To redeem a mobile coupin
Take notes of product details in
store
Check what others are saying about the product via SNs
Online research while at home
Receive updates from nearby shops / places
of interest To compare
prices
F2. Usage of mobile for purchase or research
Base: Mobile users – Vietnam 35
In-store activity
Local Report 2012 - Vietnam
© TNS 2011
Digital Life Vietnam Report
Digital Life Vietnam Report © TNS 2011
TV is the source of most consumed media in Vietnam, however nearly 7 in 10 consume media digitally every day
14
67
83
9
28 30
11
Internet for leisure TV Radio Internet for work Newspapers Magazines
Question: M1; Media use Base: All respondents;
Daily users (%)
1000
Digital Life Vietnam Report © TNS 2011
Consumers under 34 spend the most time online in Vietnam, however even the 55-65 year olds spend on average 13 hrs/week online
15
22
22
22
27
24
25
19
15
13
Total
Male
Female
16-20
21-24
25-34
35-44
45-54
55-65
Mean hrs spent online per week for leisure purposes (%)
“I worry that I spend too much time on the Internet”
24
26
23
30
28
21
21
23
30
Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top 2 box;
1000,499,501,152,110,241,197,162,138
©TNS 2012
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trust the most can’t live without
find most entertaining
10 8 22
7 8 2 11 12
20 36
13
22 22 41 34
48
68 55 55
67 65 56 50
35
HCMC Ha Noi HCMC Ha Noi HCMC Ha Noi HCMC Ha Noi
TV
Internet
Newspapers
will use more in the future
The medium that Vietnamese…
While TV is still the dominant media, internet usage is set to increase
Source: TNS VietCycle study 2011
©TNS 2012
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As a share of total online time, news and multimedia attract the highest usage, with social networking in third place
17
3.3
2.0
4.3
3.0 2.4 0.7
1.9
2.4
4.2
0.7 0.6
Social networking & connecting
Multi-media & entertainment
Online gaming
Personal interest
Shopping
Pre-purchase & browsing
Knowledge & education
News, sport & weather
Personal admin
Planning and organising
Communication
Entertainment
Information
Management
Share of time for
online activities
in average
week (hrs)
©TNS 2012
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However, younger demographics spend most of their online time on social and multimedia activities
18
3.3
5.3
4.1 3.9
2.2
1.5
1.1
4.3
4.8
5.3
4.7
3.8
3.2 2.9
4.2
3.5
3.9
4.5 4.7
4.1
4.7
Total 16-20 21-24 25-34 35-44 45-54 55-65
Social Networking &Connecting
Multi-Media &Entertainment
News, Sport & Weather
Hours per week spent on the activity
©TNS 2012
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Vietnamese are also huge content consumers, with news and video content attracting high usage
19
93
60
22
60
37
24
57
46
87
39
11
40
19
11
31
22
News website
Online news programme
Online radio
Live online video
On-demand online video
Paid-for internet video
Consumer-created video
Professionally-created online video
Use at all Weekly users (%)
1000
©TNS 2012
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While there is overall skepticism towards brands approaching people in social networks, Vietnamese see value in being able to research brands there
20
52 50
61 57
48
60
70 69 74
78 74
86
16-20 21-24 25-34 35-44 45-54 55-65
Social Networks
Are a place where I don’t want to be bothered by companies/organisations
Are a good place to learn more about brands and products
©TNS 2012
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Vietnamese consumers don’t tend to write about brands online, but when they do their comments reach a large audience
21
Internet Penetration
% reading about brands
% writing about brands
©TNS 2012
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Online commentary can shape people’s opinions of brands, and Vietnamese are more trusting than most of what others write online
22
825,399,426,133,99,214,158,129,92
42
63 57
52 54
41
Even a single negative
review can have an impacton how I feel about a
brand
I trust the comments that
strangers write aboutbrands online
I trust the comments that
my friends write aboutbrands online
Vietnam
Global
% of comment readers who agree
©TNS 2012
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While they don’t often write about brands, when they do make a comment, they expect brands to respond to their concerns
23
72
58
35
62
43
32
Posting comments online
is an effective way toinfluence companies
I expect companies to
contact me if I writesomething about them
I find it a scary thought
that companies wouldtrack what I write about
them
Vietnam
Global
xx
% Agree
114
% of comment writers who agree
©TNS 2012
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24
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