understanding and measuring digital consumer behaviour ......understanding and measuring digital...

Understanding and Measuring Digital Consumer Behaviour Across Devices in Vietnam Joe Nguyen @jnguyen @comScoreAPAC Senior Vice President, Asia Pacific comScore, Inc.

Agenda •  State of Digital in Vietnam

•  Measuring Digital

•  Measuring Mobile in Stages

•  MMX Multi-Platform

New Enumeration

PC Home and Work 6+ 23,838,314PC Any Location 6+ 27,780,722Total Mobile (Smartphone/Tablet 18+) 24,951,731 Smartphone - Android 17,346,507 Smartphone - iOS 7,955,174 Tablet - Android 2,167,476 Tablet - iOS 2,115,377Total Digital Population 37,397,256

Smartphone Tablet Laptop Desktop

Mobile Only: 9,616,534 PC Only: 12,445,525

What is the state of digital in Vietnam?

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15

PC

Mobile

Tablet

Other

Platform Share of Page Views

2015: Mobile web page view traffic is growing at the expense of PC traffic

Source: comScore Device Essentials, April – September 2015, Vietnam

0%

10%

20%

30%

40%

50%

60%

70%

Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16

PC Mobile Tablet Other

Platform Share of Page Views

2016: PC and Mobile traffic stabilizing

Source: comScore Device Essentials, March – August 2016, Vietnam

Measuring digital

= Panel = Census Tags

Measuring mobile – Phase 1

Vietnam: Mobile Metrix Top 10 properties

Source: comScore Mobile Metrix, August 2016, Vietnam

Mobile is approaching desktop scale

Source: comScore Mobile Metrix, Vietnam, August 2016 Note: Mobile Metrix in Indonesia uses comScore’s census-based methodology that reports on only tagged entities. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will only be measured on those tagged assets, which will have an impact on the total reported metrics of their entity.

25,000

20,000

15,000

10,000

5,000

DESKTOP TOP 10 ENTITIES MOBILE BROWSING TOP 10 ENTITIES

(Figures in ’000 unique users)

Site

1

Site

2

Site

3

Site

4

Site

5

Site

6

Site

7

Site

8

Site

9

Site

10

Site

1

Site

2

Site

3

Site

4

Site

5

Site

6

Site

7

Site

8

Site

9

Site

10

Travel Newspapers Lifestyles Sports Weather Search/Navigation

Source: comScore Mobile Metrix, Vietnam, August 2016 Note: Mobile Metrix in Indonesia uses comScore’s census-based methodology that reports on only tagged entities. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will only be measured on those tagged assets, which will have an impact on the total reported metrics of their entity.

Choice of mobile device is heavily based on function

CATEGORY SMARTPHONE AVG. MINS PER USER

TABLET MINS PER USER AS A % OF SMARTPHONE

Multi-Platform majorities are taking over (% accessing digital content on more than one device)

CA 58%

US 64%

UK 64%

AR 45%

AU 62%

BR 45%

CH 61%

DE 69%

FR 58%

IT 45%

CO 41%

ES

55%

SG 64%

TW 61%

Source: comScore MMX Multi-Platform, June 2016

Source: comScore MMX Multi-Platform, August 2016 *Malaysia 15–34 for Millennial bracket Note: Some markets use a census-based methodology for Smartphone and Tablet measurement, that reports on only tagged entities. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will only be measured on those tagged assets.

Younger demographics heavy drivers of mobile adoption

MULTI-PLATFORM MOBILE ONLY DESKTOP ONLY

All Users Millennials (18–34s)* (% mobile or multi-platform) (% mobile or multi-platform)

0% 20% 40% 60% 80% 100%

USA

UK

Singapore

Malaysia

Vietnam

0% 20% 40% 60% 80% 100%

USA

UK

Singapore

Malaysia

Vietnam 69% 88% (+19pts)

68% 87% (+19pts)

85% 91% (+7pts)

71% 89% (+18pts)

76% 94% (+18pts)

Multi-Platform provides holistic digital media measurement across multiple devices

MMX Multi-Platform

provides an unduplicated view of total digital audience behaviour

across desktops, smartphones and tablets.

Desktop Audience

Smartphone & Tablet

Example: Content is being consumed across multiple devices by the same person everyday

% SHARE OF DAILY INTERNET VISITS WITHIN A PLATFORM

Source: comScore Device Essentials

How does Multi-Platform consumption vary by property / category?

CATEGORY AVERAGE

DESKTOP ONLY MULTI-PLATFORM MOBILE ONLY

PROPERTY 1

DESKTOP ONLY MULTI-PLATFORM MOBILE ONLY

PROPERTY 2

DESKTOP ONLY MP MOBILE ONLY

How does my properties’ Multi-Platform consumption stack up?

= Panel = Census Tags

Measuring mobile – Phase 2

comScore MMX Multi-Platform

is now officially LAUNCHED in Vietnam!

Vietnam: MMX Multi-Platform Top 10 properties

Source: comScore MMX Multi-Platform, August 2016, Vietnam

Vietnam: MMX Multi-Platform Age & Gender

Source: comScore MMX Multi-Platform, August 2016, Vietnam

Adtima – VNG on MMX Multi-Platform

Source: comScore MMX Multi-Platform, August 2016, Vietnam

Vietnam >>

USA >>

= Panel = Census Tags

Measuring mobile – Phase 3

THANK YOU

@jnguyen @comScoreAPAC jnguyen@comscore.com www.comScore.com/contact