Vietnam Online Marketing Report 2012 - Cimigo
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1.1.
The Voice of the Consumer
PartPart1.1.
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Cimigo
VietnamIndonesiaIndia
China
Hong Kong
Philippines
Singapore
From
3 billion consumersOur 300 professionals advise companies that reach
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Our services fall into two areas
Motivational research
Market scoping and segmentation
Concept testing
New product development
Brand positioning
1. Consulting Services
Market tracking
Product optimisation
Brand equity
Touch point management
Customer loyalty
2. Research Services Ethnography
Accompanied shopping
In-depth interviewing
Focus groups
Vox pops
Telephone interviewing
Street intercepts
Mystery shopping
On line surveys
Social media tracking
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Richard Burrage
• Richard acts as a strategic partner for
core consumer goods clients,
focusing on new product
development, brand positioning and
communications development.
• Richard has spent the last twenty
years in Asia assisting in the
development and building of
5
development and building of
numerous brands to achieve
leadership positions.
• Richard is a UK national and resides
in HCMC, Vietnam with his
Vietnamese wife and three children.
• Richard is the Managing Partner of Cimigo: www.cimigo.vn
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2.2.
NetCitizens 2012
PartPart2.2.
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5,800 people.
Largest study of it’s kind in Viet Nam.
More than 5,875 men and women aged
15 – 64 years living in 12 urban centres
of Viet Nam.
Random sampling with Computer Aided Telephone Interviews (CATI). Data weighted to urban population of Viet Nam.
Yielding n=3,405 internet
users
North, central and southern regional coverage including
Ha Noi, Thai Nguyen, Thanh Hoa, Hai Phong, Da Nang,
Nha Trang, Quy Nhon, An Giang, Dong Nai, Vung Tau, Ho
Chi Minh City and Can Tho.
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Across 12 cities.
Metro
Ha Noi
Ho Chi Minh City
Tier 1
Hai Phong
Da Nang
Nha Trang
Tier 2
Thai Nguyen
Thanh Hoa
Quy Nhon
An GiangCan Tho
An Giang
Dong Nai
Vung Tau
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Continued growth.More users than Australia & NZ population!
Viet Nam internet users
26
.8
30
.8
24%26%
31%
35%
25%
30%
35%
40%
25
30
35
40
Use
rs i
n %
of
po
pu
lati
on
3.1
6.3
10
.7
14
.7
17
.7
20
.8 22
.5
26
.8
4%
8%
13%
18%
21%
0%
5%
10%
15%
20%
25%
0
5
10
15
20
25
2003 2004 2005 2006 2007 2008 2009 2010 2011
Use
rs i
n %
of
po
pu
lati
on
Use
rs (
mil
lio
n)
Users (million) Penetration
Source: www.vnnic.vn
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3.3.
So what?
PartPart3.3.
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Local for news,
entertainment
Global for search,
social network,
video.
Time to listen and
engage.
Youth saturated
But mobile will
Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Beyond men, metro and premium consumers.
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.
But mobile will
grow 35+
And online
journey changes…
In home
Excessive
Infotainment
Are you part of
the dialogue?
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So what?
Beyond men, metro and
premium consumers
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More online than not at 58%.
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50% of women vs. 66% of men.
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SEC of internet users
Viable beyond AB.
56%
72%
63%
47%
58%
78%
63%
48%60%
80%
100%
2010 2011 SEC % of Total Pop.
Source: Cimigo NetCitizens
47%
29%
9%
27%
11%
12%
28% 27% 28%
7% 0%
20%
40%
Total SEC A SEC B SEC C SEC D SEC E
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Internet penetration by region
Viable beyond metro.
56%
58%All cities
58%
57%
49%
62%
58%
52%
0% 20% 40% 60% 80% 100%
Metro VN
Tier 1 Cities
Tier 2 Cities
2010 2011
Source: Cimigo NetCitizens
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Local for news,
entertainment
Global for search,
social network,
video.
Time to listen and
engage.
Youth saturated
But mobile will
Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Beyond men, metro and premium consumers.
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.
But mobile will
grow 35+
And online
journey changes…
In home
Excessive
Infotainment
Are you part of
the dialogue?
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So what?
Mobile users leap forward
Lesser cities and rural users
will leapfrog the PC journey
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Smaller screens and access on the go
84%
38%
81%From a desktop computer
2010
Devices used for connecting online
Mobile will change online journey.
38%
27%
47%
56%
4%
0% 20% 40% 60% 80% 100%
From a laptop computer
Via any mobile phone
(smart phone or other)
Tablet device (e.g. i-pad,
galaxy)
2010
2011
Source: Cimigo NetCitizens
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Strong growth in internet access via mobile phones in
tier 2 urban centres.
Devices used for connecting online
81
46
82
38
81
From a laptop computer
From a desktop computer
Tier 2 Tier 1 Metro VN
7
29
28
54
2
12
37
46
2
23
33
38
0 20 40 60 80 100
Tablet device (e.g. i-pad, galaxy)
Via smartphone
Via mobile phone (non-
smartphone)
From a laptop computer
Source: Cimigo NetCitizens
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Places usually use internet Weekdays by urban areas
Tier 2 urban centres leaping online via mobile
phones with 3G and wifi..Digital programs viable beyond the metro centres.
8180
100
Metro VN Tier 1 Tier 2
2935
3034
13 1518
0
20
40
60
At home At work Wherever I
HAVE
3G/GPRS
Wherever I
find a wifi
connection
At Internet
Shop /
Cyber Café
At college
or school
At someone
else's home
On mobile
phone
Source: Cimigo NetCitizens
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Local for news,
entertainment
Global for search,
social network,
video.
Time to listen and
engage.
Youth saturated
But mobile will
Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Beyond men, metro and premium consumers.
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.
But mobile will
grow 35+
And online
journey changes…
In home
Excessive
Infotainment
Are you part of
the dialogue?
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So what?
Youth saturated
But mobile will grow 35+
And the online journey changes…
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Age of internet users
Significant reach for under 35.
How will 35+ grow?
95%
67%
58%
95%
70%80%
100%
Source: Cimigo NetCitizens
56%
32%
18%
58%
35%
18%20% 19% 22%
11%
0%
20%
40%
60%
Total Age 15-24 Age 25-34 Age 35-49 Age 50-64
2010 2011 Age % of Total Pop.
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Age of mobile internet users
50% increase in mobile internet usage amongst 35-49 y.o.
Mobile supports 35+ online journey.
38%48%
Total
47%
37%
24%
8%
59%
47%
33%
11%
0% 20% 40% 60% 80% 100%
15-24 year olds
25-34 year olds
35-49 year olds
50-64 year olds
2010 2011
Source: Cimigo NetCitizens
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Real-time customer insights collection tool.
Consumers are changing. Technology is reinventing. Our understanding of
psychology is advancing. A forward looking approach to research is essential.
Cimigo’s online platform provides continuous real-time
monitoring of survey results, with in-built software to table &
chart data. The results portal allows for different levels of
access, and provides ‘red flag’ alerts for key questions.
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Local for news,
entertainment
Global for search,
social network,
video.
Time to listen and
engage.
Youth saturated
But mobile will
Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Beyond men, metro and premium consumers.
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.
But mobile will
grow 35+
And online
journey changes…
In home
Excessive
Infotainment
Are you part of
the dialogue?
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In home
So what?
Excessive
Infotainment
Are you part of the dialogue?
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Fre
qu
en
cy o
f U
se
It is where consumers are spending time.
66%
24%
2%3% 1%
4% Everyday
Several times a week
Once a week
Several times a month
Once a month
Fre
qu
en
cy o
f U
se
130 Minutesper Day!
Once a month
Less often
Source: Cimigo NetCitizens
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Consumers increasingly spending time online at home.
Online competing or complementing TV screens?
Weekday locations for being online
61%
73%77%
81%86%
80%
100%
At home
At work61%
26% 27%30%
33% 34%
29%
23%18%
25% 25%
5% 5% 5%
15% 16%
0%
20%
40%
60%
2007 2008 2009 2010 2011
At work
At internet
shop\Cyber
cafe
At college or
school
Source: Cimigo NetCitizens
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Conducting a myriad of online activities .95%
94%
77%
68%
66%
63%
59%
55%
51%
44%
Use for news
Use a search site
Listening to music
Research for school/ office work
Chatting
Downloading music
Searching information on brands/products
Watching movies
Visiting a social networkOnline information gathering
40%
35%
35%
26%
23%
22%
19%
14%
12%
9%
0% 20% 40% 60% 80% 100%
Visiting forum
Shopping/visting buy and sell sites/Auctions
Playing games on web game *
Playing games on online applications **
Downloading movies
Visiting blogs
Searching for a job
Posting in forum
Writing blogs
E-BankingSource: Cimigo NetCitizens
Online entertainment
Online communication
Blogging and social Networks
Online business
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94%
97%
91%
77%
88%
64%
79%
52%
61%
67%
Use for news
Use a search site e.g Google
Listening to music
Research for school/ office work
Chatting
Downloading music
Searching information on brands/products
Watching movies
Visiting a social network
A look to our future….
47%
34%
49%
37%
29%
32%
20%
20%
20%
5%
0% 20% 40% 60% 80% 100%
Visiting forum
Shopping/visting buy and sell …
Playing games on web game *
Playing games on online applications **
Downloading movies
Visiting blogs
Searching for a job
Posting in forum
Writing blogs
E-Banking
25-64 years
15-24 years
Source: Cimigo NetCitizens
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9 in 10 online consumers relying on internet for news.
Advertisers need to follow consumer eyeballs online.
Online Information gathering
53% 31% 5%Use for news 89%
49%
21%
31%
27%
7%
9%
0% 20% 40% 60% 80% 100%
Use a search site
Research for school\office work
Everyday Once a week or more Once a month or more
87%
57%
Source: Cimigo NetCitizens
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Entertainment is secondary to information gathering.
Advertisers need to follow consumer eyeballs online.
Popular entertainment online
27%
9%
6%
31%
24%
17%
10%
14%
12%
Listening to music
Downloading music
Watching movies
67%
47%
35%6%
9%
6%
1%
17%
12%
8%
6%
12%
6%
4%
7%
0% 20% 40% 60% 80% 100%
Watching movies
Playing games on web game
Playing games on online
applications
Downloading movies
Everyday Once a week or more Once a month or more
35%
27%
18%
14%
Source: Cimigo NetCitizens
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Online business nascent.
Businesses need to lead the development of e-commerce.
E-commerce and online banking.
5% 11% 8%Shopping / visting buy and sell sites
/ Auctions24%
1%2% 3%
0% 10% 20% 30%
E-Banking
Everyday Once a week or more Once a month or more
6%
Source: Cimigo NetCitizens
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Trust remains a barrier to online purchasing.
Mechanisms for secure online purchasing necessary.
Attitudes to online shopping.
51% 21% 27%I can buy a very wide choice
of products on the internet
14% 28% 58%
0% 20% 40% 60% 80% 100%
of products on the internet
I think it is safe to buy
products online
Agree Neutral Disagree
Source: Cimigo NetCitizens
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3 in 4 online consumers use to find out about new
products and brands.Engendering trust remains key.
Online attitudes.
93% 5%2%
The internet is an important
source for news and
information
The internet helps me to find
74%
46%
16%
31%
9%
24%
0% 20% 40% 60% 80% 100%
The internet helps me to find
out about new products and
brands
I generally trust the
information found on the
internet
Agree Neutral Disagree
Source: Cimigo NetCitizens
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for consumer dialogue
right messages
and
The digital world is a real option
right positioningand
brand’svalue
building a
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Managed online panellists for rapid surveys.
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300 tests and counting….
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Brand tracking that gives you power.
Large SamplesNow
Live Dataor Clear Dashboards
Is your current tracking give you:
Quarterly presentations?
Too late to inform?
Situation past?
Hindsight?
Large SamplesNow
ROI MaximisingDecision Tool
Not A monitor
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Local for news,
entertainment
Global for search,
social network,
video.
Time to listen and
engage.
Youth saturated
But mobile will
Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Beyond men, metro and premium consumers.
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.
But mobile will
grow 35+
And online
journey changes…
In home
Excessive
Infotainment
Are you part of
the dialogue?
![Page 43: Vietnam Online Marketing Report 2012 - Cimigo](https://reader037.fdocuments.us/reader037/viewer/2022103113/554d078fb4c905805d8b4871/html5/thumbnails/43.jpg)
So what?
Mobile journey is different
Mobile ease required
Mobile enters path to purchase
Reward, geolocation, knowledge, attract
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Increasingly anywhere, anytime.
Internet by mobile phone
38%
48%Yes
62%
2010
48%
52%
No
2011
Source: Cimigo NetCitizens
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Regional trends of mobile internet Users
Across the country.
North leading the regions in mobile internet uptake.
38%
48%Total
43%
34%
36%
55%
48%
45%
0% 20% 40% 60% 80% 100%
North
Central
South
2010 2011
Source: Cimigo NetCitizens
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Mobile web activities
Geolocation implications for multiple businesses sectors.
76%
66%
43%
34%
82%
67%
48%
Use for news
Use a search site
Instant messaging
Visiting a social network
Increasing mobile entertainment consumption.
34%
26%
32%
26%
9%
8%
35%
35%
34%
30%
27%
10%
0% 20% 40% 60% 80% 100%
Visiting a social network
Listening to music
Downloading Apps
Downloading or uploading pictures
Watching videos/clips
Playing online games
2010
2011
Source: Cimigo NetCitizens
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Instant mobile internet activities
30%Geolocation tools (Foursquare, Google Maps)
Mobile enters path to purchase.
Mobile ease essential.
Source: Cimigo NetCitizens
24%
19%
11%
0% 20% 40%
Been in a store and looked up a product to find
out more
Been in a store and used it to check prices
Visiting online shopping sites
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Financial product ownership and mobile web
1 in 2 whom are financially active, are online via mobile.
Broad opportunities for financial services firms.
48%Total
52%
51%
49%
0% 20% 40% 60% 80% 100%
Credit Card
Bank Account
Life or Health
Insurance
Source: Cimigo NetCitizens
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Reward
Geolocation
Knowledge
RedemptionPoints Exclusive Networks
Bottle Track
Loyalty
HORECAAlerts
On Trade Promotionsfoursquare
Membership Tiers
Concierge
Knowledge
Attract
Brand HeritageUSP Launches
News
EventsPositioning
Social Media Dialogue
WoMBuzz
Online Ordering
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Local for news,
entertainment
Global for search,
social network,
video.
Time to listen and
engage.
Youth saturated
But mobile will
Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Beyond men, metro and premium consumers.
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.
But mobile will
grow 35+
And online
journey changes…
In home
Excessive
Infotainment
Are you part of
the dialogue?
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So what?
Time to listen and engage
Social networks win
Blogs and forums decline
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Social networks grow at expense of blogs and forums
Consumers consolidating expression in social networks
Metro online communication trends
80%
100%
Visiting social
network
Visiting forum
39% 41%
51%47%
51%
46%
41%
35%
23%16%21%
17%
20%22%
11%
0%
20%
40%
60%
2009 2010 2011
Visiting blogs
Posting in forum
Writing blogs
Source: Cimigo NetCitizens
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And consumers are talking.
Broad opportunities for brands to listen and engage.
19%
8%
14%
11%
5%
8%
Visiting a social network
Visiting forum 27%
Chatting online at least once per month
39%
3%
2%
1%
5%
3%
3%
4%
3%
2%
0% 20% 40% 60%
Visiting blogs
Posting in forum
Writing blogs
Everyday Once a week or more Once a month or more
13%
6%
9%
Source: Cimigo NetCitizens
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Social media insights.
Hybrid tech/human approach to social media evaluation. Combining automated
‘scraping’ across millions of sites with more focused analyst driven search 10,000’s.
Collection Content enrichment From data to information
Using our proprietary source
management and scraping
technologies, we scan and
collect content from blogs,
microblogs, trade publications,
forums, industry, geographic
and demographic sources.
Our team of analysts refine the
content of the search. We
perform sentiment analysis and
tag the data with source
information about the posters,
where they made comments,
where they live, how old they
are – we can understand a lot
about the people who are taking
about you. The data is QA’d for
precision and reach.
After all this work we have amazing
insights into what people are
saying about you and your
competitors. We then provide all
this information to you on an
online dashboard. We update it
daily so you can track the buzz and
engage with your customers.
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Social media insights.
Lots of information and word of mouth related to
different products and brands are already available on
the web in an easy-to-access form. This can be cleverly
used to enrich our insights :
• To explore new trends and shifts, track key
influencers, as well as fine tune the survey design for
ongoing programmes.
• To obtain feedback on a wide range of options,
55
• To obtain feedback on a wide range of options,
broadening and deepening our competitive
intelligence.• To enrich research findings.
This Cimigo approach captures the sentiment and nuances of what people are talking about, because you get the best of both worlds, automated analysis
combined with real people reading, digesting and analysing the context.
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Online consumers are networked & social.
44%
56%
Yes No
Member of social network
47%
6%
67%
19%
70%
20%
Zing Me
2009
2010
Popular social networks
11%
12%
20%
2%
1%
0% 20% 40% 60% 80% 100%
Yahoo 360 Plus
2010
2011
Source: Cimigo NetCitizens
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Online research communities – Cimigo Live.
• Instant access to consumers.
• Speed of response to business questions.
• Incredible depth on behaviour, lifestyle, needs and thoughts of consumers.
• Collaboration with consumers.
• An online qualitative community of targeted
consumers.
• It runs continuously with virtually no lead
time to initiate a topic or a question.
• It provides forums, chat, blog, and
multimedia capabilities.
• It establishes a communications architecture
for your brand and strategic partners to
interact with each other and the consumer.
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Why create an online brand research community?
To create. To innovate. To communicate. To inspire consumers at all touch-points.
Test and measure
promo activity
Develop and test
communications
Develop and assess
new products
Foster brand
engagement
Generate ideas
and concepts
Measure usage
and attitudes
Develop websitesGenerate PR
e.g. brand stories
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Local for news,
entertainment
Global for search,
social network,
video.
Time to listen and
engage.
Youth saturated
But mobile will
Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Beyond men, metro and premium consumers.
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.
But mobile will
grow 35+
And online
journey changes…
In home
Excessive
Infotainment
Are you part of
the dialogue?
![Page 60: Vietnam Online Marketing Report 2012 - Cimigo](https://reader037.fdocuments.us/reader037/viewer/2022103113/554d078fb4c905805d8b4871/html5/thumbnails/60.jpg)
Top 10
Local for news
So what?
Local for entertainment
Global for search
Global for social network
Global for video
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Younger generation tend to social, while older online
population tending to news. We measure sites visited within past 4 weeks
Top ten websites
Website Total 15-24 25-34 35-49 50-64
Googlea
57% 60% 54% 56% 52%
Zingb
49% 79% 32% 14% 10%c
Source: Cimigo NetCitizens
Yahooc
28% 34% 28% 21% 14%
Facebook.com 19% 32% 13% 4% 2%
Dantri.com.vn 19% 15% 22% 21% 20%
Vnexpress.net 18% 12% 24% 20% 17%
24h.com.vn 16% 13% 20% 16% 13%
Youtube.com 12% 18% 9% 4% 5%
Nhaccuatui.com 10% 15% 8% 5% 3%
Tuoitre.com.vn 10% 6% 10% 16% 23%
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Global brands are on the way up.
We measure sites visited within past 4 weeks
Top ten websites
Website 2011 2012 2011 2012
Googlea
1 1 48% 57%
Zingb
2 2 33% 49%
Source: Cimigo NetCitizens
Zing 2 2 33% 49%
Yahooc
4 3 20% 28%
Facebook.com 6 4 13% 19%
Dantri.com.vn 3 5 21% 19%
Vnexpress.net 5 6 18% 18%
24h.com.vn 7 7 11% 16%
Youtube.com 10 8 6% 12%
Nhaccuatui.com 8 9 10% 10%
Tuoitre.com.vn 9 10 9% 10%
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Local for news,
entertainment
Global for search,
social network,
video.
Time to listen and
engage.
Youth saturated
But mobile will
Mobile users leap
forward
Lesser cities and
rural users
will leapfrog the
PC journey .
Beyond men, metro and premium consumers.
engage.
Social networks
win.
Blogs and forums
decline.
Mobile ease
Reward,
geolocation,
knowledge, attract
Mobile enters path
to purchase.
But mobile will
grow 35+
And online
journey changes…
In home
Excessive
Infotainment
Are you part of
the dialogue?
![Page 64: Vietnam Online Marketing Report 2012 - Cimigo](https://reader037.fdocuments.us/reader037/viewer/2022103113/554d078fb4c905805d8b4871/html5/thumbnails/64.jpg)
TheThe Voice of the CustomerVoice of the Customer
www.cimigo.vnwww.cimigo.vn
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