cimigo online, mobile and social networks vietnam june 2013
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Just how connected are Vietnamese consumers?
Online, on mobile and through social networks.
June 2013
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Richard Burrage has twenty one years of experience in market research and strategic consulting.
Richard has worked across Asia Pacific consulting across a range of industries and business issues.
Richard has spent the last sixteen years in Vietnam assisting in the development and building of numerous brands to achieve leadership positions.
Richard is a UK national and resides in HCMC with his Vietnamese wife and their children.
Richard founded Cimigo in 2003 and today has offices across eight countries in Asia.
Richard Burrage, Managing Partner, Cimigo
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31.3 million online in Vietnam
More users than Australia & NZ population! Viet Nam internet users
Source: www.vnnic.vn
3.1
6.3
10.7
14.7
17.
7 20
.8
22.5
26.8
30
.8
31
.2
31.3
4%
8%
13%
18%
21%
24% 26%
31%
35% 35% 35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 March 2013
Use
rs in
% o
f p
op
ula
tio
n
Use
rs (m
illio
n)
Users (million) Penetration
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Study of 5,800 people across 12 cities.
Metro Ha Noi
Ho Chi Minh City
Tier 1 Hai Phong Da Nang
Nha Trang Can Tho
Tier 2 Thai Nguyen Thanh Hoa Quy Nhon An Giang Dong Nai Vung Tau
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More online than not - at 58% of urban Vietnam
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From wet-market shopper to credit-card holder, the majority of your customers are likely to be online...
Base: Urban users of stated category
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Key decision makers for household brand-purchases are predominantly online...
Base: Urban Key Decision Maker/Influencer for household purchase of stated category
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Consumers are probably looking for you now...
75% say the internet
helps them find out about new products
Base: Urban online consumers
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Consumers are online every day of the week and they are not quiet...
67% every day
48% chatting weekly
45% socially networked Base: Urban online consumers
130 Minutes per Day!
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Local for news Local for entertainment Global for search Global for social network Global for video
Top 10
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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
Source: Cimigo NetCitizens
Website Total 15-24 25-34 35-49 50-64
Googlea 57% 60% 54% 56% 52%
Zingb 49% 79% 32% 14% 10%
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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Managed online panellists for rapid surveys
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Explosive social network growth
June 2013
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566,239 members
13,800,000 active
Vietnam’s explosive social network growth
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13.8 million active Facebook users today
Source: Facebook via www.quintly.com
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20 most followed Facebook pages as of today
Source: www.socialbakers.com
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Cimigo online research communities
• 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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Cimigo social media insights
We scrape everything We human code We interpret
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On Mobile
June 2013
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There is a mobile revolution going on...
48% have accessed the
internet via mobile phone
of whom
25% have looked up a product in-store
19% have price-checked a product in-store
Base: Urban online consumers
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Smart phones propel connectivity
YTD May 2013
6 million handsets
33% Smart US$400Mn
2012
16 million handsets
18% Smart US$675Mn
37 million mobile page visits in April = Only 6% of total!
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Native mobile apps are the true force
Source: www.distimo.com (free apps downloaded in May 2013)
Android Iphone
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This is why Cimigo engages with consumers OnMobile
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Zalo reaches 2 million users in 6 months
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Zalo’s massive text and voice traffic
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On Video
June 2013
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Top 15 YouTube channels
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What next? June 2013
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Are you remotely ready...
1. Online journey changes…mobile users leap forward. Mobile will grow 35 year +, drive penetration is smaller cities and rural. These users will leapfrog the PC journey.
2. Time to listen and engage. Social networks win. Blogs and forums decline.
3. Mobile enters path to purchase: Reward, geo-locate, knowledge, attract. How to get app real estate?
4. In home excessive infotainment. Are you part of the dialogue?
5. Local for news, entertainment . Global for search, social network, video.
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Questions worth asking for 2013...
1. Is your communication & brand engagement strategy taking online sufficiently into account?
2. Are your online assets currently building brand and product understanding effectively?
3. Are your online assets suited to the mobile revolution and are they easy to use via tablet or phone?
4. Have you considered a POS online strategy to help consumers make their choice, e.g. with QR codes?
5. Do you sufficiently understand how consumers are using the internet to engage with your brand?
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About Cimigo
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Vietnam Indonesia India
China Hong Kong
Philippines Singapore
3 billion customers We now have the privilege of representing
Starting 10 years ago in HCMC we’ve expanded to...
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From seven
main cities in Vietnam…
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consumer-rooted growth
Online Panels 45 Consultants
130 Full-time staff
12 Qualitative Specialists
5 Call Centres
Face-to-face
…put the consumer into the boardroom to deliver
650 Fieldworkers
Cimigo’s extensive set of resources and expertise...
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Cimigo delivers a full range of services to ensure your business remains connected to your consumers
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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Cimigo for Brand Value And for stronger consumer engagement & intelligence.
www.facebook.com/CimigoVietnam
@cimigovietnam
www.linkedin.com/company/cimigo
www.chaocimigo.vn