Digital 2013 - Mindshare

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Digital 2013 trends & highlight - by Mindshare

Transcript of Digital 2013 - Mindshare

  • 1. Digital 2013 Mindshare

2. In 1996 it took 25 mins to download 1 song 3. To update this brand zone text, on the Insert tab, click Header & Footer3 Now it takes 25 seconds on your mobile phone 4. Facebook has reached 1,000,000,000 ++ users 5. To update this brand zone text, on the Insert tab, click Header & Footer5 Hes made a lot of money 6. 6 How many of you knew this guy 1 year ago? 7. To update this brand zone text, on the Insert tab, click Header & Footer7 The world is going through a period of profound change 8. Its happening quickly and its driven by technology and the internet 9. What does this mean for Vietnam? 10. The landscape is changing fast 10 88% 55% 34% 5% 12% 6% 51% 21% 86% 67% 40% 11% 11% 11% 63% 36% 88% 73% 39% 7% 15% 14% 67% 45% TV Daily Cable TV Daily Newspaper Daily Magazine Daily Radio Daily Cinema Monthly Outdoor Daily Internet Daily 2008 2010 2012 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 11. Internet consumption has grown over the past 5 years, as time spent watching TV has declined 11 140 32 17 14 44 134 34 22 13 74 124 39 16 16 84 All Television Newspaper Magazine Radio Internet 2008 2010 2012 Average Minutes Spent Per Day Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 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%). 12. The increase in time spent online compared with time spent watching TV is most visible amongst Men 25-34 12 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 130 85 135 117 126 127 TV Internet 2008 2010 2012 M 16-24 147 63 137 102 126 104 TV Internet F 16-24 134 45 118 81 113 103 TV Internet M 25-34 146 22 136 42 129 57 TV Internet F 25-44 -4min +42min -21min +41min -21min +58min -17min +35min 13. Changing attitudes towards media and advertisement 13 53 54 60 61 49 43 55 51 47 62 57 49 50 48 41 0 20 40 60 80 2008 2010 2012 2008 2010 2012 2008 2010 2012 2008 2010 2012 2008 2010 2012 I trust TV news to report accurately TV commercials provide truthful information I trust newspapers to report accurately I like watching TV advertising I have less and less trust in companies and brands Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45 % The last 5 years show a downward trend in trust in advertisement and traditional media. Urban adults dont just believe what they are being told anymore. The number of people who like TV advertising has dropped significantly 14. The decreasing trust in traditional media goes alongside an upward trend in online media 14 Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet * ComScore Data Gem 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. 20 38 72 0 10 20 30 40 50 60 70 80 2008 2010 2012 Social network penetration Across the Asia-pacific region, Vietnam has the highest video viewing penetration: 89.8% reach of web population* % 15. 134 minutes online per day 15 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. Time of day usually go online 23 37 0 10 20 30 40 50 60 70 % 63 84 80 72 47 0 10 20 30 40 50 60 70 80 90 100 All adults M 16- 24 F 16- 24 M 25- 34 F 25- 44 Internet penetration% Internet penetration is skewed towards the young audiences 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 16 72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month. Social Network have a profile on 77 79 84 78 74 78 58 57 45 42 30 26 17 14 16 13 0 10 20 30 40 50 60 70 80 90 M16-24 F16-24 M25-34 F25-44 Yahoo! Facebook ZingMe Google+ % 72 79 84 68 62 0 10 20 30 40 50 60 70 80 90 100 All adults M 16- 24 F 16-24 M 25- 34 F 25-44 Social Network penetration Having a social network is skewed towards the younger online adults Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network Amongst the older adults, Yahoo! has a definite lead over Facebook, whereas amongst the younger adults, Yahoo! and Facebook are almost evenly popular. % 17. Mobile Internet 17 51% of the online adults use mobile internet, with an average of 27 times a month. Time of day use mobile internet 22 30 0 10 20 30 40 50 % Using mobile internet is quite spread over the day, which is the convenience of going online on your phone Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet 51 59 61 52 44 0 10 20 30 40 50 60 70 80 90 100 All adults M 16-24 F 16-24 M 25-34 F 25-44 Mobile internet penetration% 18. People read newspapers cross platform 18 Source: 3D 2012 Base: 2,118 urban adults who read/buy newspapers 80 56 5 2 2 2 2 0 10 20 30 40 50 60 70 80 90 A hard copy Newspaper website Smartphone app iPad/tablet app Shared links Email bulletins Other All adults M16-24 F16-24 M25-34 F25-44 More females than males read hard copy newspapers, whereas males are more likely to read a newspaper website than females. Reading the news via apps is still very low amongst Vietnamese adults. Males, and especially young males, are more likely to use newspaper apps. % 19. and magazines 19 82 48 7 2 3 0 10 20 30 40 50 60 70 80 90 100 A hard copy Magazine website Smartphone app iPad/tablet app Other All adults M16-24 F16-24 M25-34 F25-44 More females than males read hard copy magazines, especially the 25-45 females. Males are more likely to read a magazine online than females. Reading magazines via apps is still low, but there is a skew towards the young females and males. % Source: 3D 2012 Base: 898 urban adults who read/buy magazines 20. Radio is consumed through mobile phones 20 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. 46% 18% 16% 14% 4% 3% How usually listen to the radio By mobile phone On a radio cassette Through a radio set Via public loudspeakers In car/ taxi On the internet Radio stations listened to in last 7 days HCMC VOV Giao Thong 66% Voice of HCM 48% Voice of Binh Duong 33% Xone FM 17% VOV1 16% Radio stations listened to in last 7 days Hanoi VOV Giao Thong 50% VOV1 38% Voice of Ha Noi 27% VOV3 19% Xone FM 8% Source: 3D 2012 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 OVER- HYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDER- HYPED MEDIUM IN THE LONG TERM. MARTIN SORRELL, CEO, WPP 32. Customer service becomes more integrated with marketing 33. Think Mobile Think Social Dont think in boxes! 34. Beware the Cargo Cult mentality 35. THANK YOU!