[Research];[Digital marketing market]_1
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Transcript of [Research];[Digital marketing market]_1
Myths and RealitiesRe-thinking the Way We Market
October 2008
Vu Minh TriGeneral DirectorGeneral DirectorYahoo! Southeast Asia, Vietnam
No part of this presentation can be quoted or distributed within the express permission of Yahoo! Southeast AsiaCopyright © Yahoo! Southeast Asia Pte Ltd. All rights reserved.
Myth 1:
The Internet is still a new medium in Vietnam
130+ million Internet usersi S th t A i b 2012in Southeast Asia by 2012
113122
131
Internet Users (Millions)
8292
101
2007 2008 2009 2010 2011 20128 9
Source: IDC “Asia/Pac New Media Market Model (2008)”
1 in every 3 Vietnameseill b li i t 4will be online in next 4 years
2326 27
Internet Users (Millions)
16
1921
23
2007 2008 2009 2010 2011 20128 9
Source: IDC “Asia/Pac New Media Market Model (2008)”
A comparative viewHeavy internet user markets with Home as main point of access- higher incidence of
35
40
t k
Moderate internet user markets with Internet
- higher incidence ofonline transactions
Malaysia
Brazil20
25
30
ours
Spe
ntt p
er W
eek
anne
ls)
markets with Internet Outlets and Home/Work as key points of access Light internet user
markets where Internet Outlets serve as the main point of accessBrazil Vietnam
Mexico PhilippinesIndonesia10
15
20
Aver
age
Ho
On
Inte
rnet
(All
Cha
p
India
Indonesia
0
5
30 40 50 60 70 80 90
A O
30 40 50 60 70 80 90
Size of Bubble indicates size of internet user population as of 2007 (source: IDC 2007)
% Accessing from Internet Cafés/ Outlets
Source: Yahoo! “Tribes 2.0 (2008)”
Vietnam usershave been online as long as the
VIETNAM
42%
INDIA
as long as the Malaysians
3% 4%10% 12%
29%
7% 10%
27%20%
14%
23%
< 6mths
6-12mths
1-2years
2-3years
3-5years
> 5years
< 6mths
6-12mths
1-2years
2-3years
3-5years
> 5years
IndiaMexico Vietnam
M l iPhilippines
Brazil
Indonesia Malaysia
INDONESIA MALAYSIA51%
16%20%
25%
33%
14% 15% 14%
3% 5%
< 6mths
6-12mths
1-2years
2-3years
3-5years
> 5years
1%5%
< 6mths
6-12mths
1-2years
2-3years
3-5years
> 5yearsSource: Yahoo! “Tribes 2.0 (2008)”
Clear trend of more Vietnamesei th I t t l laccessing the Internet regularly…
Media Reach (%)
9386
93
82
9082
2005
2006
Media Reach (%)
2007
2631 2727 29
2533 31
25
12 11 11
Watch TV Print Access Internet Radio Watch Video Visit CinemaWatch TV(Yesterday)
PrintReadership
Access Internet(Past Week)
Radio(Yesterday)
Watch Video(Yesterday)
Visit Cinema(Past 3 Months)
Source: TNS Media Vietnam “Media Habit Survey (2007)”
... and progressively spendingti limore time online
Average Daily Time Spent (Minutes)
7120052006200
Average Daily Time Spent (Minutes)
56
2007
34 3328
3834
16
2 2
1514
5
14
7
15 - 24 years 25 - 34 years 35 - 44 years 45+ years Total
Source: TNS Media Vietnam “Media Habit Survey (2007)”
Myth 2:
Only the Vietnamese youthare using the Internet
The 15-24 year olds are farh i f th I t theavier consumers of the Internetmedium than other traditional media
TV Print Radio Internet
Affinity Index
196
103 99 97 10596
110 106 9885 8591
110
79
116 118
96
54 53
Average: 100
54 53
24
15 - 24 years 25 - 34 years 35 - 44 years 45 - 55 years 55+ years
Source: TNS Media Vietnam “Media Habit Survey (2007)”
Beyond the Youth:Old Vi t l tti li
INDIAINDIAPHILIPPINESPHILIPPINESINDONESIAINDONESIA MEXICOMEXICO
Older Vietnamese are also getting online…
48%
27%
16
35%
21% 22%
19
19%
30%
18%
2032%
22
14%8%
2% 0% 0%
13-16 17-20 21-24 25-34 35-44 45-49 50+
11%8%
2% 2%
13-16 17-20 21-24 25-34 35-44 45-49 50+
19% 18% 16% 14%
3% 1%
13-16 17-20 21-24 25-34 35-44 45-49 50+
14%9%
16%13%
8% 8%
13-16 17-20 21-24 25-34 35-44 45-49 50+
VIETNAMVIETNAMBRAZILBRAZILMALAYSIAMALAYSIA
42%22 3425
14%
24%
3%9%
6%
42%
2%
22
17%13%
8%13% 16% 17% 17%
34
24%18%
7%
16%
25%
4% 6%
25
13-14 15-17 18-19 20-24 25-29 30-40 40+ 13-16 17-20 21-24 25-34 35-44 45-49 50+13-16 17-20 21-24 25-34 35-44 45-49 50+
Source: Yahoo! “Tribes 2.0 (2008)”
Beyond the Youth:th Ed t dthe Educated…
219TV Print Radio Internet
Affinity Index
94 98 102 103
59
91110
118105 105 102
86
115
Average: 10059
13
33
Primary or lower Lower Secondary Upper Secondary College or higher
Source: TNS Media Vietnam “Media Habit Survey (2007)”
Beyond the Youth:th Affl tthe Affluent…
151 TV Print Radio Internet
Affinity Index
102 100 96
112101
113122
Average: 100
6979 79
g
20
SEC A/B SEC C SEC D/E/F
Source: TNS Media Vietnam “Media Habit Survey (2007)”
Beyond the Youth:th U b itthe Urbanites…
143TV Print Radio Internet
Affinity Index
101 103 98
111
98109
122
94Average: 100
7779
53
g
Urban Semi-Urban Rural
Source: TNS Media Vietnam “Media Habit Survey (2007)”
Myth 3:
Email is the most popularonline activity
Instant Messaging reigns in Vietnam
Country% WHO HAVE USED / VISITED AT LEAST ONCE IN PAST MONTH
Instant Messaging reigns in Vietnam
yInternet Portal Email Instant
Messaging Search Social Networking
MobileInternet
Indonesia 90% 65% 36% 58% 56% 6%
India 43% 87% 50% 62% 27% 5%
Philippines 60% 75% 60% 63% 55% 12%
Mexico 59% 78% 56% 80% 18% 5%
Vietnam 72% 66% 77% 70% 33% 7%
Brazil 76% 83% 63% 67% 64% 9%
Malaysia 66% 75% 58% 68% 38% 11%
# 1# 2 / # 3
Source: Yahoo! “Tribes 2.0 (2008)”
Vietnam has a high concentrationf li dof online news readers…
MONTHLY INTERNET ACTIVITIESMONTHLY INTERNET ACTIVITIES% of Internet Users who have read news online
Used instant messengers 77%Read news online 76%Visited internet portals 72%
76Vietnam
in the past month
Used a search engine 70%Used email 66%Played games online 53%Watched video clips online 47%
50
72Indonesia
Brazil Watched video clips online 47%Accessed music files online 42%Sent internet SMS 39%Visited chat rooms 36% 39
42Malaysia
MexicoRead blogs or other SN profile pages 30%Used a webcam 30%Down- /uploaded on video sites 24%
34
39Mexico
Philippines
Source: Yahoo! “Tribes 2.0 (2008)”
Down- /uploaded digital photos 19%Used internet telephone services 19%
32India
Myth 4:
All Vietnamese internet users do the same things online
At first glance…
Internet CaféUser ActivitiesInternet Café
User ActivitiesExample
68
73Chat / Instant Messaging
Play online games
User ActivitiesUser Activities
61
62Email
Reading News
27
55
60Download / Upload music
Online info search
Visit Chat Rooms
14
26
Visit Chat Rooms
Download / Upload video
Write blog / online journal
13Read friends’ or other blogs
Source: Yahoo! “Project iCafe (Aug 2007)”
Mining deeper…Female users are more engaged in ‘social’ activities, such as instant messagingand blogging
Male users aremore likely tobe online gamers
Internet CaféUser ActivitiesInternet Café
User ActivitiesMaleMale FemaleFemale
and blogging.gamers
Example
68
73Chat / Instant Messaging
Play online games
User ActivitiesUser Activities
74
69
56
81
61
62Email
Reading News 62
59
58
67
27
55
60Download / Upload music
Online info search
Visit Chat Rooms 27
54
58
28
55
65
14
26
Visit Chat Rooms
Download / Upload video
Write blog / online journal 10
27
21
24
13Read friends’ or other blogs 10 20
Source: Yahoo! “Project iCafe (Aug 2007)”
Another example
Teenagers(13 20 years)
Teenagers(13 20 years)
Married WomenMarried Women Young Adults(25-34 years)Young Adults(25-34 years)
Affinity Index
Example
139
138
Play online games
Read blogs / SN pages
(13-20 years)(13-20 years)
54
60
88
94
(25-34 years)(25-34 years)
124
121
ead b ogs / S pages
Watch video clips online
Visit chat rooms
66
89
94
115
110
91
Use a webcam
Visit community groups
63
79
99
121
84
69
Read news online
Click on an online bannerUse internet telephone
104
129
110
118
51Use internet telephone
services 122 127
Source: Yahoo! “Tribes 2.0 (2008)”
Average: 100 Average: 100 Average: 100
Social Networking is a key differentiator for these ‘socialisers’
Dominant Internet User Segments
SOCIALSSocial Networking is a key differentiator for these socialisers .
Likely to be heavier users of Social Networking sites,Instant Messengers and Email
EMBRACERSOnline Transactions is a key differentiator for these ‘all-rounders’.
Core web motivation is to ‘transact’ – likely driven by convenience & productivity. Likely to be heavier users of Search, Email, Internet Portals and Mobile Internet.
FUN EXPLORERS
Online Gaming is a key differentiator for the these ‘fun seekers’.Core motivation for using the internet is for ‘fun & entertainment’.
Likely light to moderate users of Email, Instant Messengers,Search and Social Networking sitesSearch and Social Networking sites.
UTILITARIANSF ’.Functional internet users who primarily use the internet to ‘communicate & connect’.
Likely to be moderate users of Email. yLight users of Instant Messengers, Search and Social Networking sites.
Li ht i t t h i il th i t t t ‘ h’CASUAL BROWSERS
Light internet users who primarily use the internet to ‘research’.Likely to visit internet portals for news or be moderate users of Search.
Source: Yahoo! “Tribes 2.0 (2008)”
Not all users are created equalNot all users are created equal- some are more valuable than others
SEGMENT TOTAL THE FUN EXPLORER
THESOCIAL
THEUTILITARIAN
THEEMBRACER
THE CASUAL
BROWSER
Average Time Spent (Annualised hours) 744 754 861 472 1004 495(Annualised hours)
Will spend more time(In the next 12 months) 29% 22% 35% 22% 32% 32%
Advocacy/Influence(F t Sh + F t M k ) 32% 25% 40% 20% 52% 15%(Future Shapers + Future Makers)
Propensity to click (Online ads) 17% 9% 22% 13% 27% 14%
VALUE INDEX 100 85 131 54 163 49VALUE INDEX 100 85 131 54 163 49
Th E b d S i l th hi h t l t i Vi tThe Embracers and Socials are the highest value segments in Vietnam.
Myth 5:
Success = ‘Share of Voice’
Sh f V i i KiShare of Voice is King
A brand's advertising weight expressed as a t f d fi d t t l k t k tpercentage of a defined total market or market
segment in a given time period.
The weight is usually defined in terms of expenditure, ratings, pages, etc.p , g , p g ,
- Wikipedia
Source: http://en.wikipedia.org/wiki/Share_of_Voice; last accessed 8 Aug 2008
Sh f Lif i QShare of Life is Queen
A brand's level of relevant exposure throughout th ’ d il jthe consumer’s daily journey.
Shift focus from outspending to outsmartingShift focus from outspending to outsmarting –driving the brand across all media touchpoints at the right place and the right time. g p g
- MeMe
Day in the Life of a ‘Social’
B k d
Nguyen Thi Yen
Segment: SocialGender: FemaleAge: 22 years old
Background
Age: 22 years oldMarital Status: SingleOccupation: University StudentMonthly Household Income: USD360Frequency of Internet Access:Frequency of Internet Access: Several times / dayTenure: more than 5 yearsComputer: 1 computer shared with others The Internet Access: DSL (Home)The Internet Access: DSL (Home)No. of hours spent per week: 17 hrs / weekLocation of Internet Access: Internet Café, Home and School
Source: Yahoo! “Tribes 2.0 (2008)”
My Typical Day
6 am: I wake up early in the morning to get ready for school. I normally leave home at 6:30 am.
7 am – 8 am: I arrive at school and study at my desk. I review what I have learned previouslylearned previously.
9 am – 12 am: I take my morning classes. I sometimes use the internet at school to look for information.
12 pm – 1 pm: I normally go home to have lunch.
1 pm – 2 pm: After lunch, I rest at home or enjoy light entertainment (e.g. watching TV or using the internet) before I go back to school.
2 pm – 5 pm: I take afternoon classes. I leave school at 5:30 pm to go home and have some free time before dinner.
5 pm – 6 pm: Sometimes, I go to the internet cafes with my friends after school. Otherwise, I arrive home and rest a little bit, or quickly log onto the internet to check email, check my blog, and chat with friends if they are also online.
6 pm – 7 pm: I have dinner with my family.
7 pm – 8 pm: After dinner, my family get together for a chat or we watch TV shows together.
8 pm – 11 pm: I do my school assignment and also spend time online. During the evening, most of my friends are online, so it’s the best time to chatthe evening, most of my friends are online, so it s the best time to chat online or update blogs.
11 pm: I finish my chatting and go to sleep.
St ti P i tStarting Points
• Unlike traditional media, the online medium is more fragmented.
• Important to identify key ‘ports of call’ or ‘starting points’- essentially the first site or application your consumer actively accesses when on the internet.
• Focus on serving your brand on core starting points ofFocus on serving your brand on core starting points of your consumers.
Not all Internet propertiesf l lare of equal relevance
“It’s fun to read “It’s fun to read gossips about gossips about
celebrities. I can celebrities. I can easily spend timeeasily spend time
“I need IM to chat “I need IM to chat with my friends, with my friends,
d il id il i“Without search “Without search
easily spend time easily spend time online just reading online just reading
those news.” those news.”
Entertainment
IM
and email is a and email is a mustmust--have at have at
work.”work.”engine, I won’t be engine, I won’t be
able to get all able to get all those valuable those valuable information for information for
school.”school.”
ME Email
Social Networking
Search Engine ““I can learn a lot ““I can learn a lot
from reading other from reading other people’s blogs… It is people’s blogs… It is
l ll l
Internet Portal
Social Networking
Online
also my personal also my personal space where I can space where I can
express all my express all my feelings and feelings and thoughts.”thoughts.”
Mobile Internet
Transaction
Source: Yahoo! “Tribes 2.0 (2008)”
Internet Pathways
Pathways Sites Visited
Starting Point
Transit Site Base Site(s) Activities
1 Y!M Y!M Application Y!M - Log onto Y!M to see who’s online- Minimize and leave Y!M on during the entire session
2 Yahoo! Mail Yahoo.com Y!M
- Check to see if there’s any email from a friend - Read and reply emails to friends - Check Yahoo! 360 notifications to see who updated
blogsblogs
3 Yahoo! 360 Y!M
4 Tuoitre Y!M / Yahoo! 360 / Tuoitre - Read news
5 Bamboo (or Y!M / Yahoo! 360 / D l d i f MP3 l li i5 Bamboo (or YouTube)
Y!M / Yahoo! 360 / Tuoitre - Download music for MP3 player or listen to music
6 Yahoo! 360 Y!M / Yahoo! 360 / Tuoitre
7 School HP Y!M / Yahoo! 360 / Tuoitre
- Check school results- Read course materials
8 Y!M Y!M / Yahoo! 360 / Tuoitre - Chat with friends
9 Yahoo! 360 Y!M / Yahoo! 360 / Tuoitre - Read postings
Y!M / Yahoo! 360 /10 Tuoitre Y!M / Yahoo! 360 / Tuoitre - Click on buzz topics to read articles
11 Google.com Y!M / Yahoo! 360 / Tuoitre
- Look for information for school related work - Search for images to upload on Yahoo 360 profile
Source: Yahoo! “Tribes 2.0 (2008)”
SUMMARY
Myths RealitiesThe Internet is still a new medium in Vietnam
• The online industry in Vietnam has been growing rapidly in the last 3 years.
1
• 7 in every 10 Vietnamese internet users have been online for over 3 yearsonline for over 3 years.(compare Malaysia)
1 i 3 Vi t• 1 in every 3 Vietnamesewill be online by 2012
Do not under-estimate the net-savviness of your consumers
Myths RealitiesOnly the Vietnameseyouth are using the Internet
• The Educated
• The Affluent
2
• The Urbanites
• Now, even the Older...
Think beyond the Youth. Your consumers may already be online.
Myths RealitiesEmail is the mostpopular online activity
• Instant Messagingis most popular3
• Internet Portals, Search,Email etc
• Vietnam has one of the world’s highest concentration of online
dnews readers
Integrate relevant properties to ensure a seamless online experience
MythsMyths RealitiesAll Vietnamese internet usersdo the same things online
• Clear differences in how different users engage with the Internet
4
• Male vs Female
• Teenagers vs Young Adults
• Socials vs UtilitariansSocials vs Utilitarians
Understand the Internet media habits of your consumers.One size doesn’t fit all.
MythsMyths Realities
Success = ‘Share of Voice’ • Success = ‘Share of Voice’ +‘Share of Life’
5
• Focus on Relevance(vs Outspending)
• Understand the daily journeys of your targetj y y gand the differentengagement touchpoints
Identify the engagement touchpoints of your consumer. Think ‘Starting Points’ when marketing online.
THANK YOU