bao cao-tong-quan-internet-vietnam-2011
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Báo cáo của anh Nguyễn Phó chủ Tịch Comscore Đông nam Á về Internet Vietnam 2011, nhấn mạnh vào Social Network. Báo cáo này có sự vênh khá nhiều với phương pháp lấy 5000 mẫu của Vinalink SurveyTRANSCRIPT
The State of Social Networks in Vietnam
Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR)
hp +65 9478 2100 | email [email protected]
Social Network: The Open Platform Conference
New World Hotel, Ho Chi Minh City, 27 August 2011
2© comScore, Inc. Proprietary and Confidential.
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Actual/Min Persons Under Measurement (PUM) – June, 2011
Region Country Persons Under Measurement
South East Asia Malaysia 142,287South East Asia Singapore 48,379South East Asia Philippines 159,719South East Asia Vietnam 113,089South East Asia Indonesia 264,277
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The State of the Internet
In South East Asia & Vietnam
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505.7
336.4
198.4
85.2 96.6
534.0
361.7
204.0 112.5 111.4
Asia Pacific Europe North America Middle East -Africa
Latin America
Asia Continues Audience Growth
Growth is flat in North America, European growth mostly driven by Russia
30 million new Internet users were added in the Asia Pacific Region over the past year
High percentage growth continues in MidEast/Africa and Latin America December 2009 December 2010
+8%
+6%
+3%
+8%
+32% +15%
Dec 2010
Dec 2009
Worldwide Online Population(Millions)
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2009 and December 2010
1,222 1,324
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Hong Kong and Singapore skew older even than the global average; Malaysia, Indonesia, Vietnam and the Philippines have significantly younger audiences
Emerging Internet Markets in Southeast Asia Skew Very Young
Composition of Internet Audience 15+
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010
WW
Malaysia
Indonesia
Vietnam
Philippines
Hong Kong
Singapore
27%
37%
40%
38%
40%
19%
21%
26%
26%
32%
33%
30%
22%
24%
22%
22%
17%
15%
20%
25%
27%
14%
9%
7%
9%
8%
23%
19%
11%
6%
6%
12%
9%
15-24 25-34 35-44 45-54 55+
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15-34 Year Olds Spend More Time Online; Difference Varies by Country
In each country, 15-34 year olds spend more time online on average
Young people in Hong Kong and Singapore spend proportionally much more time online than older web users there; young web users in Indonesia spend almost the same amount of time online as their elders
Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
16.814.8
24.4
17.1
31.0
25.4
15.0 14.6
20.1
15.8
22.419.7
Age 15-34Age 35+
Average Hours Spent Online
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, December 2010
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Strong Social Network Penetration in the Region
Growth in Reach: Social Networks
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010
68%81% 89%
49%
90%68%
81%70%
91% 90%
66%
95%76% 82%
Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 Reach 2010 Reach
+4%
+13% +1%+35%
+6%+11% +1%
Vietnam shows the highest year over year growth in reach, but penetration there is still much lower than in other countries in the region
Philippines, Malaysia, and Indonesia have highest reach, driven almost exclusively by Facebook
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Social Networking spurs Photos Category Growth in Vietnam, Malaysia, Philippines
Sharing photos is becoming a key component of the Social Networking experience. The high growth in this category in almost every country is being driven by Facebook Photos
Ubiquity of digital cameras and cell phone cameras, coupled with large youth populations, also contribute to growth in this category
68%81% 89%
49%
90%68%
81%70%91% 90%
66%
95%76% 82%
Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 Reach 2010 Reach
+24%
+47%+16%
+73%
+46%+23% +17%
Growth in Reach: Photo Sites
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010
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63% 65%56%
49%
66% 61%72%67% 72%
55%67% 73% 72% 77%
Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 Reach 2010 Reach
+6% +11%
-1%
+36% +11% +17% 7%
A Clear Appetite for Multimedia in Southeast Asia
With the exception of Indonesia, visiting to Multimedia sites from these countries outpace the global average
Even in countries where high-bandwidth connections are less common, e.g. the Philippines and Vietnam, there is clearly high demand for multimedia content
Growth in Reach: Multimedia Sites
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2009 and December 2010
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Instant Messengers, News are Key Categories in Vietnam
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix (Panel Only), December 2010
Key CategoriesReach in Vietnam vs WW Average
Index: 129
103
154
108
117
85
91
93
91
102
Index: 128
100
143
136
109
89
83
81
91
88
Search/Navigation
News/Information
Community
Instant Messengers
Retail
Directories/Resources
Multimedia
Social Networking
Technology
91%
90%
72%
72%
69%
67%
67%
66%
66%
60%
85%
60%
58%
35%
64%
68%
67%
63%
70%
53%
Downloads
Blogs
Games
Photos
Business/Finance
Education
Sports
Auctions
Automotive
TV
57%
57%
56%
45%
37%
37%
35%
35%
28%
23%
57%
50%
51%
53%
46%
29%
32%
31%
24%
33%
Worldwide
Vietnam
100
113
109
86
82
128
112
113
119
70
Index: 107
149
124
206
108
97
100
105
94
112
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Top Web Properties in Vietnam
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix Key Measures Vietnam, July 2011
102
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And Social Networks in the Region?
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Philippines is the Top Facebook Market In the World
The Philippines, Malaysia and Indonesia are among the top 15 countries with the highest Facebook penetration
Though Photo and IM usage is also above average in the Philippines, FB is the most common touchpoint for web users there: FB is the #1 site there, and average usage is 7 hours per user
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, January 2011
Facebook.com Top 15 Markets by % Reach
Philippines
Turkey
Israel
Chile
Malaysia
Argentina
Venezuela
Indonesia
Canada
Colombia
Peru
Mexico
United Kingdom
Puerto Rico
Finland
93.7
90.7
90.2
89.5
88.4
88.3
87.8
87.4
86.9
86.7
83.4
82.6
81.4
81.4
81.2
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Indonesia and Singapore are Among Top Twitter Markets
21 percent of Indonesian web users visited Twitter.com in January, making it the #4 site in terms of Twitter reach
Netherlands Brazil
Japan Indonesia
Venezuela Canada
United Kingdom Philippines Singapore
Turkey Chile
United States Argentina
Mexico Colombia
26.023.4
22.021.0
19.415.1
14.013.813.613.6
13.113.0
12.512.5
10.7
Twitter Top 15 Markets by % Reach
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix, January 2011
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So What Does Vietnam’s Social Scene Look Like Today?
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Social Networking Sites Continue to Grow in Vietnam
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Segment Metrix Vietnam, July 2011
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Top Categories Visited by Vietnamese
102 Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix Key Measures Vietnam, July 2011
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Social Networking Sites Continue to Grow in Vietnam
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix Key Measures Vietnam, July 2011
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Non-Vietnamese Social Networks are still hanging on
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix Media Trend Vietnam, July 2011
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Social Media Users Tend to be Young
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix Demographic Vietnam, July 2011
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Zing Me’s Users Tend to be Young
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix Demographic Vietnam, July 2011
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Facebook’s Users Tend to be Young
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix Demographic Vietnam, July 2011
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What Do These Young Social Networks Tend To Do Online?
Internet Audience 15+ accessing Internet from Home or WorkSource: comScore Media Metrix Cross Visiting Vietnam, July 2011
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In Summary…
1) Internet users continues to grow in Vietnam, and News/Information, Search, Instant Messenger, and Social Networks usage are higher than the WW average
2) Social Media has been growing rapidly in Vietnam with Zing Me reaching over half of the SN users
3) Social Media Users in Vietnam tend to be younger 15-24 year olds, and they are “aspirational”.
Thank You!
The State of Social Networks in Vietnam
Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR)
hp +65 9478 2100 | email [email protected]
Social Network: The Open Platform Conference
New World Hotel, Ho Chi Minh City, 27 August 2011