Uneak White's Personal Brand Exploration Presentation
The state of social networks in vietnam 2011
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
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
Notes de l'éditeur
Updated for Dec 2010Growth of internet users in North America with just over 5million additional users in 2010. Europe adds 25 million users mostly in Russia.Asia Pacific adds 30 millions users The highest growth rate comes from Latin America and Middle East which combined adds 42 millions users to a relatively low base.
Unsurprisingly, when we look at the demographic composition of the Internet audiences in these markets, emerging markets definitely tend to skew much younger than the global average. In Indonesia, web users 15-35 make up 72% of the audience, compared to 53% of the global average. Vietnam and Phillipines with between 60%-70% of the general population below 30 years of age reflects the composition of internet users shown. In contrast, Hong Kong and Singapore, where Internet penetration is high and the population is more balanced, the same age group comprises only 41 and 45 percent, respectively.
When we break the time consumption down by the younger (below 35) and older (35 and above) populations, we see how each market differs.Young people in Hong Kong and Singapore and Vietnam spend proportionally much more time online than older web users there; young web users in Indonesia, Philippines and Malaysia spend almost the same amount of time online as their elders. For these latter markets, this statistic speaks to the share computer usage at home where everyone must be fighting for their timeslot.
Social Network has grown very well in these markets. This led by Facebook, but also includes linkedin, friendster (yes they are still around), wretch.cc, and Zing.Vietnam shows the highest year over year growth in reach, but penetration there is still much lower than in other countries in the region. It looks like facebook is no longer blocked in this market as it had been up to the early part of 2010.Hong Kong and Malaysia both record decent growth, and hongkong looks like there is still more room to grow.
Sharing photos is big on Social Networks. Twitter apps and foursquares apps now allow you to take a picture along with your tweet or checkin. Of course your tweets and checkin are automatically posted on… where else.. Facebook. Hence Facebook photos gets a lot of traffic in terms of people and page views.Digital cameras are now dropping below US$100 and almost all cell phones come with a decent camera so that you really can take a picture any time of the day or night. We have also seen that young people are more willing to share and post pictures up without caring or any concern about privacy.
Ok so stepping back from the money and transaction side of things, we now look at the fun side of the web.The Entertainment – Multimedia category has seen increases in these markets above the global average.This category contains Sites that contain video clips, audio clips or some other kind of interactive media such as shockwave/ flash etc. Examples: Youtube.com, WindowsMedia, Veoh.comWith the exception of Indonesia, more people in south east asia have been tuning into youtube and similar sites. This includes vietnam and indonesia where broadband connections are less prevalent.Interestingly, the china-based sites tudou and youku have both seen increases in Hong Kong, Malaysia and Singapore where the chinese speaking population is relatively high.
In Vietnam, News sites indexes very high. Community also indexes high because this category is loaded with many local sites offering content from Family and Parenting to Fashion and Style. Instant Messenger is still the one of the primary modes of online communication and thrives in Vietnam unlike other markets around the world.
Now let’s dive into the content categories consumed by internet users in South East Asia
In South East Asia, everybody loves facebook. Facebook easily ranks in the top 5 web properties in all these markets.In the Malaysia and Indonesia, facebook is the number 2 web property visited by web users. In the Philippines, Facebook has dethroned Google Sites to the number 1 spot. In December, Facebook accounts for 41% of all pages consumed by Philippinos and 39% of the online time spent!After Facebook, next property is Google Properties, and even including YouTube minutes, Google average usage is only about 2 hours/visitorThere’s been various reports that Indonesia has the largest number of facebook users in the world next to the US. This may be possible if you take into account usage from internet cafes and mobile, but actual statistics on these devices are very hard to come by.
But let’s take a look at the other fast growing social network – twitter.Indonesia is the number 4 market for twitter in term of reach of the market’s internet population. While our reports here shows usage on home and work PCs, we know that most users Tweet from their mobiles. So indonesia beats out Philippines and Singapore in South East Asia in terms of reach and of absolute users of Twitter.
Now let’s dive into the content categories consumed by internet users in South East Asia
Nhacuatui.com is in Entertainment Category
Aspirational because they are looking at career sites, luxury,travel, automotive, telecoms, etc.