vietnam internet users usage survey cimigo-net citizens-2012

1.1.

The Voice of the Consumer

PartPart1.1.

Cimigo

VietnamIndonesiaIndia

China

Hong Kong

Philippines

Singapore

From

3 billion consumersOur 300 professionals advise companies that reach

Our services fall into two areas

Motivational research

Market scoping and segmentation

Concept testing

New product development

Brand positioning

1. Consulting Services

Market tracking

Product optimisation

Brand equity

Touch point management

Customer loyalty

2. Research Services Ethnography

Accompanied shopping

In-depth interviewing

Focus groups

Vox pops

Telephone interviewing

Street intercepts

Mystery shopping

On line surveys

Social media tracking

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

5

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

2.2.

NetCitizens 2012

PartPart2.2.

5,800 people.

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.

Random sampling with Computer Aided Telephone Interviews (CATI). Data weighted to urban population of Viet Nam.

Yielding n=3,405 internet

users

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.

Across 12 cities.

Metro

Ha Noi

Ho Chi Minh City

Tier 1

Hai Phong

Da Nang

Nha Trang

Tier 2

Thai Nguyen

Thanh Hoa

Quy Nhon

An GiangCan Tho

An Giang

Dong Nai

Vung Tau

Continued growth.More users than Australia & NZ population!

Viet Nam internet users

26

.8

30

.8

24%26%

31%

35%

25%

30%

35%

40%

25

30

35

40

Use

rs i

n %

of

po

pu

lati

on

3.1

6.3

10

.7

14

.7

17

.7

20

.8 22

.5

26

.8

4%

8%

13%

18%

21%

0%

5%

10%

15%

20%

25%

0

5

10

15

20

25

2003 2004 2005 2006 2007 2008 2009 2010 2011

Use

rs i

n %

of

po

pu

lati

on

Use

rs (

mil

lio

n)

Users (million) Penetration

Source: www.vnnic.vn

3.3.

So what?

PartPart3.3.

Local for news,

entertainment

Global for search,

social network,

video.

Time to listen and

engage.

Youth saturated

But mobile will

Mobile users leap

forward

Lesser cities and

rural users

will leapfrog the

PC journey .

Beyond men, metro and premium consumers.

engage.

Social networks

win.

Blogs and forums

decline.

Mobile ease

Reward,

geolocation,

knowledge, attract

Mobile enters path

to purchase.

But mobile will

grow 35+

And online

journey changes…

In home

Excessive

Infotainment

Are you part of

the dialogue?

So what?

Beyond men, metro and

premium consumers

More online than not at 58%.

50% of women vs. 66% of men.

SEC of internet users

Viable beyond AB.

56%

72%

63%

47%

58%

78%

63%

48%60%

80%

100%

2010 2011 SEC % of Total Pop.

Source: Cimigo NetCitizens

47%

29%

9%

27%

11%

12%

28% 27% 28%

7% 0%

20%

40%

Total SEC A SEC B SEC C SEC D SEC E

Internet penetration by region

Viable beyond metro.

56%

58%All cities

58%

57%

49%

62%

58%

52%

0% 20% 40% 60% 80% 100%

Metro VN

Tier 1 Cities

Tier 2 Cities

2010 2011


Local for news,

entertainment

Global for search,

social network,

video.

Time to listen and

engage.

Youth saturated

But mobile will

Mobile users leap

forward

Lesser cities and

rural users

will leapfrog the

PC journey .


engage.

Social networks

win.

Blogs and forums

decline.

Mobile ease

Reward,

geolocation,

knowledge, attract

Mobile enters path

to purchase.

But mobile will

grow 35+

And online

journey changes…

In home

Excessive

Infotainment

Are you part of

the dialogue?

So what?

Mobile users leap forward

Lesser cities and rural users

will leapfrog the PC journey

Smaller screens and access on the go

84%

38%

81%From a desktop computer

2010

Devices used for connecting online

Mobile will change online journey.

38%

27%

47%

56%

4%

0% 20% 40% 60% 80% 100%

From a laptop computer

Via any mobile phone

(smart phone or other)

Tablet device (e.g. i-pad,

galaxy)

2010

2011


Strong growth in internet access via mobile phones in

tier 2 urban centres.

Devices used for connecting online

81

46

82

38

81


From a desktop computer

Tier 2 Tier 1 Metro VN

7

29

28

54

2

12

37

46

2

23

33

38

0 20 40 60 80 100

Tablet device (e.g. i-pad, galaxy)

Via smartphone

Via mobile phone (non-

smartphone)



Places usually use internet Weekdays by urban areas

Tier 2 urban centres leaping online via mobile

phones with 3G and wifi..Digital programs viable beyond the metro centres.

8180

100

Metro VN Tier 1 Tier 2

2935

3034

13 1518

0

20

40

60

At home At work Wherever I

HAVE

3G/GPRS

Wherever I

find a wifi

connection

At Internet

Shop /

Cyber Café

At college

or school

At someone

else's home

On mobile

phone


Local for news,

entertainment

Global for search,

social network,

video.

Time to listen and

engage.

Youth saturated

But mobile will

Mobile users leap

forward

Lesser cities and

rural users

will leapfrog the

PC journey .


engage.

Social networks

win.

Blogs and forums

decline.

Mobile ease

Reward,

geolocation,

knowledge, attract

Mobile enters path

to purchase.

But mobile will

grow 35+

And online

journey changes…

In home

Excessive

Infotainment

Are you part of

the dialogue?

So what?

Youth saturated

But mobile will grow 35+

And the online journey changes…

Age of internet users

Significant reach for under 35.

How will 35+ grow?

95%

67%

58%

95%

70%80%

100%


56%

32%

18%

58%

35%

18%20% 19% 22%

11%

0%

20%

40%

60%

Total Age 15-24 Age 25-34 Age 35-49 Age 50-64

2010 2011 Age % of Total Pop.

Age of mobile internet users

50% increase in mobile internet usage amongst 35-49 y.o.

Mobile supports 35+ online journey.

38%48%

Total

47%

37%

24%

8%

59%

47%

33%

11%

0% 20% 40% 60% 80% 100%

15-24 year olds

25-34 year olds

35-49 year olds

50-64 year olds

2010 2011


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.

Local for news,

entertainment

Global for search,

social network,

video.

Time to listen and

engage.

Youth saturated

But mobile will

Mobile users leap

forward

Lesser cities and

rural users

will leapfrog the

PC journey .


engage.

Social networks

win.

Blogs and forums

decline.

Mobile ease

Reward,

geolocation,

knowledge, attract

Mobile enters path

to purchase.

But mobile will

grow 35+

And online

journey changes…

In home

Excessive

Infotainment

Are you part of

the dialogue?

In home

So what?

Excessive

Infotainment

Are you part of the dialogue?

Fre

qu

en

cy o

f U

se

It is where consumers are spending time.

66%

24%

2%3% 1%

4% Everyday

Several times a week

Once a week

Several times a month

Once a month

Fre

qu

en

cy o

f U

se

130 Minutesper Day!

Once a month

Less often


Consumers increasingly spending time online at home.

Online competing or complementing TV screens?

Weekday locations for being online

61%

73%77%

81%86%

80%

100%

At home

At work61%

26% 27%30%

33% 34%

29%

23%18%

25% 25%

5% 5% 5%

15% 16%

0%

20%

40%

60%

2007 2008 2009 2010 2011

At work

At internet

shop\Cyber

cafe

At college or

school


Conducting a myriad of online activities .95%

94%

77%

68%

66%

63%

59%

55%

51%

44%

Use for news

Use a search site

Listening to music

Research for school/ office work

Chatting

Email

Downloading music

Searching information on brands/products

Watching movies

Visiting a social networkOnline information gathering

40%

35%

35%

26%

23%

22%

19%

14%

12%

9%

0% 20% 40% 60% 80% 100%

Visiting forum

Shopping/visting buy and sell sites/Auctions

Playing games on web game *

Playing games on online applications **

Downloading movies

Visiting blogs

Searching for a job

Posting in forum

Writing blogs

E-BankingSource: Cimigo NetCitizens

Online entertainment

Online communication

Blogging and social Networks

Online business

94%

97%

91%

77%

88%

64%

79%

52%

61%

67%

Use for news

Use a search site e.g Google

Listening to music

Research for school/ office work

Chatting

Email

Downloading music

Searching information on brands/products

Watching movies

Visiting a social network

A look to our future….

47%

34%

49%

37%

29%

32%

20%

20%

20%

5%

0% 20% 40% 60% 80% 100%

Visiting forum

Shopping/visting buy and sell …

Playing games on web game *

Playing games on online applications **

Downloading movies

Visiting blogs

Searching for a job

Posting in forum

Writing blogs

E-Banking

25-64 years

15-24 years


9 in 10 online consumers relying on internet for news.

Advertisers need to follow consumer eyeballs online.

Online Information gathering

53% 31% 5%Use for news 89%

49%

21%

31%

27%

7%

9%

0% 20% 40% 60% 80% 100%

Use a search site

Research for school\office work

Everyday Once a week or more Once a month or more

87%

57%


Entertainment is secondary to information gathering.

Advertisers need to follow consumer eyeballs online.

Popular entertainment online

27%

9%

6%

31%

24%

17%

10%

14%

12%

Listening to music

Downloading music

Watching movies

67%

47%

35%6%

9%

6%

1%

17%

12%

8%

6%

12%

6%

4%

7%

0% 20% 40% 60% 80% 100%

Watching movies

Playing games on web game

Playing games on online

applications

Downloading movies


35%

27%

18%

14%


Online business nascent.

Businesses need to lead the development of e-commerce.

E-commerce and online banking.

5% 11% 8%Shopping / visting buy and sell sites

/ Auctions24%

1%2% 3%

0% 10% 20% 30%

E-Banking


6%


Trust remains a barrier to online purchasing.

Mechanisms for secure online purchasing necessary.

Attitudes to online shopping.

51% 21% 27%I can buy a very wide choice

of products on the internet

14% 28% 58%

0% 20% 40% 60% 80% 100%

of products on the internet

I think it is safe to buy

products online

Agree Neutral Disagree


3 in 4 online consumers use to find out about new

products and brands.Engendering trust remains key.

Online attitudes.

93% 5%2%

The internet is an important

source for news and

information

The internet helps me to find

74%

46%

16%

31%

9%

24%

0% 20% 40% 60% 80% 100%

The internet helps me to find

out about new products and

brands

I generally trust the

information found on the

internet

Agree Neutral Disagree


for consumer dialogue

right messages

and

The digital world is a real option

right positioningand

brand’svalue

building a

Managed online panellists for rapid surveys.

300 tests and counting….

Brand tracking that gives you power.

Large SamplesNow

Live Dataor Clear Dashboards

Is your current tracking give you:

Quarterly presentations?

Too late to inform?

Situation past?

Hindsight?

Large SamplesNow

ROI MaximisingDecision Tool

Not A monitor

Local for news,

entertainment

Global for search,

social network,

video.

Time to listen and

engage.

Youth saturated

But mobile will

Mobile users leap

forward

Lesser cities and

rural users

will leapfrog the

PC journey .


engage.

Social networks

win.

Blogs and forums

decline.

Mobile ease

Reward,

geolocation,

knowledge, attract

Mobile enters path

to purchase.

But mobile will

grow 35+

And online

journey changes…

In home

Excessive

Infotainment

Are you part of

the dialogue?

So what?

Mobile journey is different

Mobile ease required

Mobile enters path to purchase

Reward, geolocation, knowledge, attract

Increasingly anywhere, anytime.

Internet by mobile phone

38%

48%Yes

62%

2010

48%

52%

No

2011


Regional trends of mobile internet Users

Across the country.

North leading the regions in mobile internet uptake.

38%

48%Total

43%

34%

36%

55%

48%

45%

0% 20% 40% 60% 80% 100%

North

Central

South

2010 2011


Mobile web activities

Geolocation implications for multiple businesses sectors.

76%

66%

43%

34%

82%

67%

48%

Use for news

Use a search site

Instant messaging


Increasing mobile entertainment consumption.

34%

26%

32%

26%

9%

8%

35%

35%

34%

30%

27%

10%

0% 20% 40% 60% 80% 100%


Listening to music

Downloading Apps

Downloading or uploading pictures

Watching videos/clips

Playing online games

2010

2011


Instant mobile internet activities

30%Geolocation tools (Foursquare, Google Maps)

Mobile enters path to purchase.

Mobile ease essential.


24%

19%

11%

0% 20% 40%

Been in a store and looked up a product to find

out more

Been in a store and used it to check prices

Visiting online shopping sites

Financial product ownership and mobile web

1 in 2 whom are financially active, are online via mobile.

Broad opportunities for financial services firms.

48%Total

52%

51%

49%

0% 20% 40% 60% 80% 100%

Credit Card

Bank Account

Life or Health

Insurance


Reward

Geolocation

Knowledge

RedemptionPoints Exclusive Networks

Bottle Track

Loyalty

HORECAAlerts

On Trade Promotionsfoursquare

Membership Tiers

Concierge

Knowledge

Attract

Brand HeritageUSP Launches

News

EventsPositioning

Social Media Dialogue

WoMBuzz

Online Ordering

Local for news,

entertainment

Global for search,

social network,

video.

Time to listen and

engage.

Youth saturated

But mobile will

Mobile users leap

forward

Lesser cities and

rural users

will leapfrog the

PC journey .


engage.

Social networks

win.

Blogs and forums

decline.

Mobile ease

Reward,

geolocation,

knowledge, attract

Mobile enters path

to purchase.

But mobile will

grow 35+

And online

journey changes…

In home

Excessive

Infotainment

Are you part of

the dialogue?

So what?

Time to listen and engage

Social networks win

Blogs and forums decline

Social networks grow at expense of blogs and forums

Consumers consolidating expression in social networks

Metro online communication trends

80%

100%

Visiting social

network

Visiting forum

39% 41%

51%47%

51%

46%

41%

35%

23%16%21%

17%

20%22%

11%

0%

20%

40%

60%

2009 2010 2011

Visiting blogs

Posting in forum

Writing blogs


And consumers are talking.

Broad opportunities for brands to listen and engage.

19%

8%

14%

11%

5%

8%


Visiting forum 27%

Chatting online at least once per month

39%

3%

2%

1%

5%

3%

3%

4%

3%

2%

0% 20% 40% 60%

Visiting blogs

Posting in forum

Writing blogs


13%

6%

9%


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

management and scraping

technologies, we scan and

collect content from blogs,

microblogs, trade publications,

forums, industry, geographic

and demographic sources.

Our team of analysts refine the

content of the search. We

perform sentiment analysis and

tag the data with source

information about the posters,

where they made comments,

where they live, how old they

are – we can understand a lot

about the people who are taking

about you. The data is QA’d for

precision and reach.

After all this work we have amazing

insights into what people are

saying about you and your

competitors. We then provide all

this information to you on an

online dashboard. We update it

daily so you can track the buzz and

engage with your customers.

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,

55

• 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.

Online consumers are networked & social.

44%

56%

Yes No

Member of social network

47%

6%

67%

19%

70%

20%

Facebook

Zing Me

2009

2010

Popular social networks

11%

12%

20%

2%

1%

0% 20% 40% 60% 80% 100%

Yahoo 360 Plus

Twitter

2010

2011


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.

Why create an online brand research community?

To create. To innovate. To communicate. To inspire consumers at all touch-points.

Test and measure

promo activity

Develop and test

communications

Develop and assess

new products

Foster brand

engagement

Generate ideas

and concepts

Measure usage

and attitudes

Develop websitesGenerate PR

e.g. brand stories

Local for news,

entertainment

Global for search,

social network,

video.

Time to listen and

engage.

Youth saturated

But mobile will

Mobile users leap

forward

Lesser cities and

rural users

will leapfrog the

PC journey .


engage.

Social networks

win.

Blogs and forums

decline.

Mobile ease

Reward,

geolocation,

knowledge, attract

Mobile enters path

to purchase.

But mobile will

grow 35+

And online

journey changes…

In home

Excessive

Infotainment

Are you part of

the dialogue?

Top 10

Local for news

So what?

Local for entertainment

Global for search

Global for social network

Global for video

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%c


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%

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%


Zing 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%

Local for news,

entertainment

Global for search,

social network,

video.

Time to listen and

engage.

Youth saturated

But mobile will

Mobile users leap

forward

Lesser cities and

rural users

will leapfrog the

PC journey .


engage.

Social networks

win.

Blogs and forums

decline.

Mobile ease

Reward,

geolocation,

knowledge, attract

Mobile enters path

to purchase.

But mobile will

grow 35+

And online

journey changes…

In home

Excessive

Infotainment

Are you part of

the dialogue?

TheThe Voice of the CustomerVoice of the Customer

www.cimigo.vnwww.cimigo.vn

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vietnam internet users usage survey cimigo-net citizens-2012

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