1. The Digital Media Habits and
Attitudes of Southeast Asian
Consumers
Reprint from Nielsen report
October 2011

2. Agenda
• Internet Adoption
• Consumer Technology
• Online User Environment
• Cross Media And Cross Screen
Behavior
• Online Services, Activities And Content
• Social Media
• Online Advertising
2

3. Internet Adoption
3

4. Internet penetration in VN is quite high compared with
the other countries in SEA. 4

5. Internet usage is highest amongst younger consumers, and declines with age.
With the exception of the Philippines, men are more likely to be regular
internet users than women. 5

6. 64%
Vietnam
For many consumers, digital media is ingrained in their everyday lives.

7. Consumer Technology
From hi-speed Internet access and WiFi to
smartphones and tablets, it’s easier now for
consumers to get online than it has ever been
7

8. • In other areas of digital media another revolution has been
taking place – the ‘on demand’, anytime, anywhere nature of
media consumption
• Supported by multiple device ownership, mobility, greater
bandwidth and access to a global pool of content, consumers
are sourcing information, entertainment and other tools via
the Internet in addition to traditional methods.
8

9. - In all markets except Indonesia, desktop computer ownership is high
- Tablet computers have seen strong uptake across the region, with the exception of Indonesia and
Vietnam. 9

10. - Tablet ownership is expected to further increase in the year ahead, in particular in Malaysia, Singapore and Thailand
- Like tablet computers, smartphones are gaining in popularity amongst digital consumers and purchase intent in the
year ahead is high, particularly in Malaysia and the Philippines. 10

11. Amongst digital consumers, mobile phone ownership has reached saturation point.
Smartphones are prevalent in Singapore and Thailand, and gaining ground in Malaysia, Indonesia and the
Philippines. Penetration is considerably lower in Vietnam at just 11%
11

12. Default apps
Smartphone and internet-capable mobile phone penetration varies across the region, the use
of apps sees widespread popularity, including paid apps.
12

13. • Desktop is still mainly used in Vietnam to access Internet
13

14. Online User Environment
14

15. The mobile phone, as a facilitator of internet access, is now very popular across
Southeast Asian markets, with the exception of Vietnam
15

16. Device mainly used in Vietnam to access Internet is Desktop PC
16

17. Cross Media And Cross Screen Behavior
17

18. - In markets other than Indonesia and Vietnam, digital consumers now spend more time, on
average, accessing the internet than they do with main media (including TV, radio and printed
newspapers).
- In Vietnam, time spent using the internet is largely on par with that spent watching TV. 18

19. Accessing the internet whilst watching TV is the most common media multi tasking activity
undertaken, occurring at least several times per week
19

20. While broadcast TV remains the more popular option for watching television, a considerable
proportion of Southeast Asian digital consumers now stream and/or download TV content from
unofficial and official online sources
20

21. Online Services, Activities And Content
21

22. Note: SN – Social Networks, IM – Instant Message
News and search are the most popular online activities undertaken by VN digital consumers on a
weekly basis. 22

23. The popularity of online video amongst Southeast Asian digital consumers points to opportunities not only in
content delivery via the internet, but also rich online advertising messages, to complement those previously
confined to television. 23

24. Social Media
24

25. The rise of social media provides brands with more customer touch points and
more information about their customers and preferences than ever before.
25

26. Online social media exploded onto the media scene at the end of the last decade. Southeast
Asian digital consumers are on-board and in all markets except Vietnam.
26

27. Not only can brands deliver messages and content to customers via this channel, but they should also listen to
the conversations taking place through social media. Southeast Asian digital consumers are actively posting
their own opinions about brands and services online, and reading other consumers’ comments, as part of the
decision making process .
27

28. The conversion rate of trial to regular users is quite high.
28

29. Online Advertising
29

30. Digital consumers in Vietnam show the greatest positivity toward online advertising
while those in Thailand are the least positive.
They are more likely to feel positive towards online advertising that is relevant to their
needs and interests . 30

31. Thank you!
31