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On Track Online

Consumer trends in internet

usage in Vietnam Joe Wheller cimigo.com

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1. Where have your customers gone? They’ve gone online.

2. How are they getting there? Increasingly via mobile.

3. What are they doing there? Networked, active, loud... & looking for you.

4. Where are you? And what are you doing about it?!

4 Simple Observations...

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Where have your customers gone?

Over 30 million internet users in Vietnam...

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That’s more than the total populations of Australia, New Zealand, & Singapore combined.

That’s surely an audience worth talking to, right?!

In urban areas, more are online than not at 58%.

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Base: All Urban Respondents Source: Cimigo NetCitizens Study 2012

From wet-market shopper to credit-card holder, the majority of your customers are likely to be online...

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Base: Urban users of stated category Source: Cimigo NetCitizens Study 2012

Key Decision Makers & Influencers for household brand-purchases are predominantly online...

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Base: Urban Key Decision Maker/Influencer for household purchase of stated category Source: Cimigo NetCitizens Study 2012

Where have your customers gone? They’ve gone online.

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So what? There is a significant online audience for your category.

You probably need to take advantage of that.

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How are they getting there?

PCs and Laptops remain the key portal...

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Base: Urban online consumers

81% accessed via the good old PC.

Source: Cimigo NetCitizens Study 2012

48% via laptop

But, there is a mobile revolution going on...

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48% have accessed the internet via mobile phone

Base: Urban online consumers Source: Cimigo NetCitizens Study 2012

of whom

31% via non-smart phone

25% via smart phone

Will the small screen take over?

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29% in Metro Cities

23% in Tier 2 Cities

Base: Urban online consumers Source: Cimigo NetCitizens Study 2012

28% in Metro Cities

33% in Tier 2 Cities

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At home At work Wherever WiFi

Wherever 3G/GPRS

The home & workplace remain key environments, but mobility has gained...

84% 31% 30% 30%

Base: Urban online consumers Source: Cimigo NetCitizens Study 2012

How are they getting there? Increasingly via mobile.

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So what? You can be with your customer, wherever they are.

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What are they doing there?

Your customers are online every day of the week giving you ample chance to reach them.

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Mon Tues Weds Thurs Fri Sat Sun

67% every day

Base: Urban online consumers Source: Cimigo NetCitizens Study 2012

And they are not quiet. Giving you ample chance to open a dialogue.

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48% chatting weekly

45% socially networked

Base: Urban online consumers Source: Cimigo NetCitizens Study 2012

They are increasingly searching for key information on the move...

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Of those who access via mobile...

25% have looked up a product in-store

19% have price-checked a product in-store

Base: Urban online consumers

Consumers are probably looking for you now...

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75% say the internet helps them find out about new products

Base: Urban online consumers Source: Cimigo NetCitizens Study 2012

What are they doing there? They are active, networked, loud... & they are probably looking for you.

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So what? Help them find you and not your competitor. Engage, communicate, & meet that need.

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Where are you? What are you doing about it?

Questions worth asking for 2013...

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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?

Thank You.

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Appendix (Not presented)

About Cimigo

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Cimigo

Vietnam Indonesia India

China Hong Kong

Philippines Singapore

3 billion customers We now have the privilege of representing

Starting 9 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...

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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Net-gains for Brand Value And for stronger consumer engagement & intelligence.

www.facebook.com/CimigoVietnam

@cimigovietnam

www.linkedin.com/company/cimigo

www.chaocimigo.vn

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We look forward to talking with you.

cimigo.com The Voice of the Customer