Mindshare, digital 2013

1. Digital 2013
Mindshare

2. In 1996 it took 25 mins to
download 1 song…

3. …Now it takes 25 seconds
on your mobile phone
3
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4. Facebook has reached
1,000,000,000 ++ users

5. He’s made a lot of money
5
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6. 6
How many of you knew this
guy 1 year ago?

7. The world is going through a
period of profound change
7
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8. It’s happening quickly and
it’s driven by technology and
the internet

9. What does this
mean for
Vietnam?

10. The landscape is changing fast
88%
88%
86%
73%
67%
63%
67%
55%
51%
45%
40%
39%
34%
36%
21%
11%
5%
TV Daily
10
Cable TV
Daily
Newspaper
Daily
7%
Magazine
Daily
15%
12%
11%
14%
11%
6%
Radio Daily
Cinema
Monthly
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Outdoor Daily Internet Daily
2008
2010
2012

11. Internet consumption has grown over the past 5 years,
as time spent watching TV has declined
140
134
Average Minutes Spent Per Day
124
74
32
All Television
34
44
39
Newspaper
84
17
22
16
14
Magazine
2008
2010
13
Radio
16
Internet
2012
Although time spent watching TV is decreasing, people increasingly watch TV
online and/or on mobile device.
In 2012 19% of urban adults has watched LIVE TV online in the last month,
(15% in 2010). These people mostly watch on the internet (16%), followed by
on mobile phones (4%), and on iPad/ Tablet (1%).
11
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

12. The increase in time spent online compared with time
spent watching TV is most visible amongst Men 25-34
M 16-24
130 135 126
F 16-24
117
147
127
137
126
102 104
2008
85
63
2010
2012
TV
-4min
Internet
+42min
M 25-34
134
TV
-21min
146
118 113
Internet
+41min
F 25-44
136 129
103
81
45
42
57
22
TV
-21min
12
Internet
+58min
TV
-17min
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Internet
+35min

13. Changing attitudes towards media and advertisement
“TV commercials
provide truthful
information”
“I trust TV news to
report accurately”
2012
The last 5 years
show a
41
2010
48
2008
downward
50
2012
49
2010
57
2008
“I trust newspapers to
report accurately”
62
2012
47
2010
Urban adults don’t
just believe what
they are being
told anymore.
51
2008
“I like watching TV
advertising”
55
2012
43
2010
49
2008
“I have less and less
trust in companies and
brands”
61
2012
60
2010
54
2008
53
0
13
trend in trust in
advertisement
and traditional
media.
20
40
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
60
The number of
people who like TV
advertising has
dropped
significantly
80 %

14. The decreasing trust in traditional media goes
alongside an upward trend in online media
Across the Asia-pacific region, Vietnam has the
highest video viewing penetration: 89.8%
reach of web population*
Social network
penetration
%
80
72
70
60
50
38
40
30
20
20
10
0
2008
2010
2012
Vietnamese people are curious and they actively look for information themselves.
Social media serves as an expansion of WOM: People share opinions, ask
questions and so they look for their own truth, not the truth of the advertiser.
14
Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet
* ComScore Data Gem

15. 134 minutes online per day
63% of all adults has used the internet in the last 3 months. These adults go
online 26 times a month and on an average day they spend 134 minutes online.
Internet penetration
%
100
90
80
70
60
50
40
30
20
10
0
84
63
80
%
Time of day usually go online
70
60
72
50
47
40
37
30
20
23
10
All
M
F
M
F
adults 16-24 16-24 25-34 25-44
0
Internet penetration is skewed
towards the young audiences
15
Source: 3D 2012
Base: 3,010 urban adults aged 15-45, of who 1,790 use internet

16. 72% of adults has a social network
72% of online adults has a social network. On average, these people visit their
social network(s) 27 times a month.
Social Network penetration
%
100
90
80
70
60
50
40
30
20
10
0
72
79
%
Social Network have a profile on
100
84
68
80
62
60
84
7978
7774
78
58
45
57
42
40
30
17
20
16
14
26
13
0
All
M F 16-24 M F 25-44
adults 16-24
25-34
Having a social network is
skewed towards the younger
online adults
16
Source: 3D 2012
M16-24
Yahoo!
F16-24
Facebook
M25-34
ZingMe
F25-44
Google+
Amongst the older adults, Yahoo! has a definite
lead over Facebook, whereas amongst the
younger adults, Yahoo! and Facebook are
almost evenly popular.
Base: 1,790 urban adults who use internet, of who 1,253 social network

17. Mobile Internet
51% of the online adults use mobile internet, with an average of 27 times a
month.
%
Mobile internet penetration
100
%
Time of day use mobile internet
50
90
40
80
30
70
60
59
51
50
20
61
52
44
22
30
10
0
40
30
20
10
0
All M 16-24 F 16-24 M 25-34 F 25-44
adults
17
Source: 3D 2012
Using mobile internet is quite spread over
the day, which is the convenience of going
online on your phone
Base: 1,790 urban adults who use internet, of who 996 use mobile internet

18. People read newspapers cross platform
%
90
80
More females than males read hard copy
newspapers, whereas males are more likely to
read a newspaper website than females.
80
70
56
60
Reading the news via app’s is still very low
amongst Vietnamese adults. Males, and especially
young males, are more likely to use newspaper
apps.
50
40
30
20
5
10
2
2
2
2
0
A hard copy Newspaper Smartphone iPad/tablet Shared links
website
app
app
All adults
18
Source: 3D 2012
M16-24
F16-24
M25-34
Base: 2,118 urban adults who read/buy newspapers
Email
bulletins
F25-44
Other

19. …and magazines
More females than males read hard copy
magazines, especially the 25-45 females. Males are
more likely to read a magazine online than
females.
%
100
90
82
80
Reading magazines via app’s is still low, but there
is a skew towards the young females and males.
70
60
48
50
40
30
20
7
10
3
2
0
A hard copy
Magazine website Smartphone app
All adults
19
Source: 3D 2012
M16-24
F16-24
iPad/tablet app
M25-34
Base: 898 urban adults who read/buy magazines
F25-44
Other

20. Radio is consumed through mobile phones
32% of the urban adults has listened to the radio in the last month. These
adults listen to the radio 20 times a month, for an average of 50 minutes.
Radio stations listened to
in last 7 days
18%
By mobile phone
Through a radio set
In car/ taxi
20
Source: 3D 2012
On a radio cassette
Via public loudspeakers
On the internet
Xone FM
17%
VOV1
16%
Hanoi
50%
VOV1
38%
Voice of Ha Noi
27%
VOV3
19%
Xone FM
16%
33%
Radio stations listened to
in last 7 days
46%
48%
VOV Giao Thong
14%
66%
Voice of Binh Duong
4% 3%
VOV Giao Thong
Voice of HCM
How usually listen to the radio
HCMC
8%
Base: 922 urban adults who listen to the radio
HCMC (331), Hanoi (126)

21. Consumer experience of the
world does not fit in neat
boxes

22. The lines between the real and virtual worlds are
disappearing
The lines between the real
and the virtual world are
disappearing

23. What we as marketers call digital has just been absorbed
into consumers daily lives
Mail is just Email or Messaging
Music is just MP3
Photo Albums are just Facebook
Videos on Tablet, PC or Mobile are just the new TV
Conversations are on Facebook
Games are just played online, with friends, in social networks
Mobile phones are just something they use to pass the time when they
are bored, and they use them to interact with whatever is around them

24. Our customers are the best integrated marketers out there
Your customers do not see the lines we see between channels
They do not perceive how you communicate with them in the digital
space as separate to the real world
They are experts at connecting the two together already
What they see on TV or Posters or in Newspapers, or at an event, or
anywhere else in the real world they share and act on online
That is the biggest opportunity in 2013

25. 25

26. In the technology revolution, things change daily
1. Content is now more liquid
2. Communication is always on
3. And advertising is about Orchestration, not just Integration
Post digital communication
is “always on”

27. Integration happens around
social and mobile

28. Social listening becomes
even more important for
brands

29. Mobile devices are a key
connector

30. Commerce gets legs
and goes mobile

31. “MOBILE IS THE MOST OVERHYPED MEDIUM IN THE SHORT
TERM AND THE MOST UNDERHYPED MEDIUM IN THE LONG
TERM.”
MARTIN SORRELL, CEO, WPP

32. Customer service becomes
more integrated with
marketing

35. Think
Mobile
Think
Social
Don’t think
in boxes!

36. Beware the “Cargo Cult”
mentality

37. THANK YOU!