Vietnam Online Marketing Report 2012 - Cimigo

The Voice of the Consumer

Part

1.

From

Cimigo

India Hong Kong
IndonesiaVietnam

ChinaSingapore

Philippines

Our 300 professionals advise companies that reach

3 billion consumers

Our services fall into two areas
1. Consulting Services
Market tracking
Motivational research
Market scoping and segmentation Product optimisation
Brand equity
Concept testing
Touch point management
New product development
Customer loyalty
Brand positioning

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
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

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

Across 12 cities.
Metro
Ha Noi
Ho Chi Minh City

Tier 1
Hai Phong
Da Nang
Nha Trang
Can Tho

Tier 2
Thai Nguyen
Thanh Hoa
Quy Nhon
An Giang
Dong Nai
Vung Tau

Continued growth.
More users than Australia & NZ population!
Viet Nam internet users
40

40%
35%

30.8

26%
26.8

24%

25

17.7

18%

15%
10%

10.7

4%

20%

5%

6.3

8%

10

14.7

13%

15

20.8

20

30%
25%

22.5

21%

3.1

Users (million)

30

5

35%

31%

0

0%

2003

2004

2005

2006

2007

Users (million)

2008

2009

2010

2011

Penetration

Source: www.vnnic.vn

Users in % of population

35

Beyond men, metro and premium consumers.
Local for news,
entertainment
Global for search,
social network,
video.

Time to listen and
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.

Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Youth saturated
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

Viable beyond AB.
SEC of internet users
2010

2011

SEC % of Total Pop.
100%

78%

80%

72%
63% 63%

56% 58%

60%
47% 48%
40%

29% 27%
28%

27%

28%

12%
Total

SEC A

SEC B

SEC C

SEC D

9% 11%
7%
SEC E

20%
0%

Source: Cimigo NetCitizens

Viable beyond metro.

Internet penetration by region
56%
58%

All cities

58%
62%

Metro VN

57%
58%

Tier 1 Cities

49%
52%

Tier 2 Cities
0%

20%

40%
2010

60%
2011

80%

100%


So what?

Mobile users leap forward
Lesser cities and rural users
will leapfrog the PC journey

Smaller screens and access on the go
Mobile will change online journey.
Devices used for connecting online
84%

From a desktop computer

81%
2010

38%

From a laptop computer

47%
2011
27%

Via any mobile phone
(smart phone or other)

56%

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

4%
0%

20%

40%

60%

80%

100%


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
82
81

From a desktop computer
38

From a laptop computer
Via mobile phone (nonsmartphone)

28

Via smartphone
2
2
0

54

33
37

23

12

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

46

29

7
20

40

60

80

100


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
29

20

30

34
13

15

18

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

So what?

Youth saturated
But mobile will grow 35+
And the online journey changes…

Significant reach for under 35.
How will 35+ grow?
Age of internet users
95% 95%

100%
80%

67% 70%
56% 58%

60%
32% 35%
20%

19%

22%

40%
18% 18%

20%

11%
0%
Total

Age 15-24
2010

2011

Age 25-34

Age 35-49

Age 50-64

Age % of Total Pop.

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

Mobile supports 35+ online journey.
Age of mobile internet users
38%

Total

48%

47%

15-24 year olds

59%
37%

25-34 year olds

47%
24%

35-49 year olds

33%
8%
11%

50-64 year olds
0%

20%

40%
2010

60%
2011

80%

100%


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.

So what?
In home
Excessive
Infotainment
Are you part of the dialogue?

It is where consumers are spending time.
Everyday

4%

24%

66%

Frequency of Use

3% 1%
2%

Several times a week
Once a week
Several times a month
Once a month
Less often


130 Minutes
per Day!

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%

At work

61%

60%

40%
26%

20%

27%

25%

15%

16%

2010

At internet
shopCyber
cafe

2011

29%
23%
18%

0%

34%

25%

30%

33%

5%

5%

5%

2007

2008

2009

At college or
school


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%

Visiting a social network

Online information gathering

44%

Visiting forum

40%

Shopping/visting buy and sell sites/Auctions

35%

Playing games on web game *

Online entertainment

35%

Playing games on online applications **

Online communication

26%

Downloading movies
Visiting blogs

Blogging and social Networks

23%
22%

Searching for a job

Online business

19%

Posting in forum

14%

Writing blogs

12%

E-Banking


9%
0%

20%

40%

60%

80%

100%

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%


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%

E-Banking


5%

0%

20%

40%

60%

80%

100%

9 in 10 online consumers relying on internet for news.
Advertisers need to follow consumer eyeballs online.
Online Information gathering
Use for news

53%

Use a search site

49%

Research for schooloffice work

21%

0%
Everyday

31%

27%

20%

5% 89%

31%

40%

Once a week or more

9%

7%

87%

57%

60%

80%

100%

Once a month or more


Entertainment is secondary to information gathering.
Advertisers need to follow consumer eyeballs online.
Popular entertainment online
Listening to music

27%

Downloading music
Watching movies

9%

6%

Playing games on web game
Playing games on online
applications

9%

31%

24%

17%

12%

6% 8% 4%

Downloading movies 1%6% 7%
0%
Everyday

14%

12%

6%

10%

67%

47%

35%

27%

18%
14%

20%
40%
Once a week or more

60%
80%
100%

Online business nascent.
Businesses need to lead the development of e-commerce.
E-commerce and online banking.

Shopping / visting buy and sell sites
/ Auctions

5%

E-Banking 1%2% 3%

0%
Everyday

11%

8%

24%

6%

10%

20%

Once a week or more

30%

Trust remains a barrier to online purchasing.
Mechanisms for secure online purchasing necessary.
Attitudes to online shopping.

I can buy a very wide choice
of products on the internet

51%

I think it is safe to buy
products online

14%

0%

21%

28%

20%
Agree

27%

58%

40%
Neutral

60%

80%

100%

Disagree


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
information

93%

The internet helps me to find
out about new products and
brands

2%
5%

74%

I generally trust the
information found on the
internet

16%

46%

0%

20%
Agree

31%

40%

60%
Neutral

9%

24%

80%

100%

Disagree

The digital world is a real option
for consumer dialogue
right messages
right positioning

and

building a
brand’s

value

Managed online panellists for rapid surveys.

Brand tracking that gives you power.
Is your current tracking give you:
Quarterly presentations?
Too late to inform?
Situation past?
Hindsight?

or

Live Data
Clear Dashboards

Large Samples

Now

ROI Maximising
Decision Tool
Not A monitor

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

52%

62%

No

2010

2011


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%
2010

60%
2011

80%

100%


Increasing mobile entertainment consumption.
Geolocation implications for multiple businesses sectors.
Mobile web activities
76%

Use for news

82%

66%
67%

Use a search site
43%
48%

Instant messaging
34%
35%

26%

Listening to music

2010

35%

2011

32%
34%

Downloading Apps

26%
30%

Downloading or uploading pictures
9%

Watching videos/clips

27%
8%
10%

Playing online games
0%

20%

40%

60%

80%

100%


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
out more

24%

Been in a store and used it to check prices

19%

Visiting online shopping sites

11%

0%

20%

40%


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
Insurance

49%
0%

20%

40%

60%

80%

100%


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

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
100%
Visiting social
network
80%
Visiting forum
60%

51%
47%

40%

39%
41%

41%

51%

Visiting blogs

46%

Posting in forum
35%

20%

16%
20%

21%
22%

17%
23%

Writing blogs

11%

0%
2009

2010

2011

And consumers are talking.
Broad opportunities for brands to listen and engage.
Chatting online at least once per month

19%

Visiting forum

8%

Visiting blogs

3% 5%

Posting in forum 2% 3% 3%

14%
11%

8%

5%

39%

27%

13%

4%

9%

Writing blogs 1% 2% 6%
3%
0%

20%

Everyday

Once a week or more

40%

60%


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,
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

Online consumers are networked & social.
Member of social network
Yes

Popular social networks

No
47%
Facebook

67%
70%
6%

44%
56%

Zing Me

2009
19%
20%

2010
2011

11%
12%

Yahoo 360 Plus
2%
Twitter
1%
0%

20%

40%

60%

80%

100%


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.

Develop and assess
new products
Test and measure
promo activity

Develop and test
communications

Foster brand
engagement

Generate ideas
and concepts

Develop websites

Generate PR
e.g. brand stories

Measure usage
and attitudes

So what?
Top 10
Local for news
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
Googlea
Zingb
Yahooc
Facebook.com
Dantri.com.vn
Vnexpress.net
24h.com.vn
Youtube.com
Nhaccuatui.com
Tuoitre.com.vn

Total

15-24

25-34

35-49

50-64

57%
49%
28%
19%
19%
18%
16%
12%
10%
10%

60%
79%
34%
32%
15%
12%
13%
18%
15%
6%

54%
32%
28%
13%
22%
24%
20%
9%
8%
10%

56%
14%
21%
4%
21%
20%
16%
4%
5%
16%

52%
10%
14%
2%
20%
17%
13%
5%
3%
23%


Global brands are on the way up.
We measure sites visited within past 4 weeks
Top ten websites
Website
Googlea
Zingb
Yahooc
Facebook.com
Dantri.com.vn
Vnexpress.net
24h.com.vn
Youtube.com
Nhaccuatui.com
Tuoitre.com.vn

2011

2012

2011

2012

1
2

1
2

48%
33%

57%
49%

4
6
3
5
7
10
8
9

3
4
5
6
7
8
9
10

20%
13%
21%
18%
11%
6%
10%
9%

28%
19%
19%
18%
16%
12%
10%
10%


The Voice of the Customer
www.cimigo.vn
Visit to download this presentation

Vietnam Online Marketing Report 2012 - Cimigo

Vietnam Online Marketing Report 2012 - Cimigo

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