vietnam digital profiling report 2012 - tài liệu về xu hướng sử dụng internet tại...

Google Confidential and Proprietary

Contents

1 Background & Methodology

2 Internet users at a glance

3 Cross-media consumption behaviour

4 The role of the internet when shopping

5 Search and the research process

6 Advertising and the research process

7 Summary

8 Appendix

1


Background & Methodology

2


Background & methodology - profiling digital consumers

•  The Google Scalable Research program: •  The program is designed to help build a better understanding of the role of the internet across

various vertical markets, and to help support advertisers and marketers as they integrate digital strategies.

•  The program provides deep dive analysis about the digital consumer around the region – this report presents findings for Vietnam.

Online •  Coverage included: •  Internet usage and demographic profiling •  Product purchase patterns and brand preferences •  Research sources, triggers and barriers •  The role of the internet, search and video portals •  Cross-media consumption

Vietnam

3

i Methodology

•  Target participants: •  Sample size: 1,010 internet users aged 18+ years old. •  25 minute online survey. •  Recruited through online panels and offline door-to-door – to ensure a good representation of

internet users in terms of age, gender, location and internet usage frequency.

Project management

•  Period of analysis: •  Fieldwork: 7th May – 4th June •  Research managed centrally by: TNS Australia.


Internet users at a glance

4

Google Confidential and Proprietary 5 TNS Vietnam Digital Profiling – July 2012 Question: Q11 Where access the internet (ever); Q17 Websites visited daily; Q14 Average hours spent online; Q15 Internet usage times Sample base: Vietnam internet users n=1,010

Digital overview Once people are online in Vietnam, they use the internet intensely – visiting multiple sites over extended time periods, and everyday.

96% use at home

6.2 Average no. of sites used daily

9AM - 11AM & 8PM - 11PM Peak traffic

3.2 hours Average hours spent online daily

Internet usage location

Google Confidential and Proprietary 6

Internet users are comfortable online

Internet users in Vietnam have been online for some

3me – around 7 years on average – and are very familiar with what’s available online … … the most common barrier to using the internet is lack of familiarity – non-‐users just don’t know how to find what they’re looking for; educa3on programs will be important in aiding future internet adop3on.

TNS Vietnam Digital Profiling – July 2012 Question: Q10 Internet usage period; Q1 Internet familiarity; Non-users from offline recruitment screening Sample base: Vietnam internet users n=1,010


Who uses the internet?

49%

51%

Gender Age Educa-on

45% University grads

Loca-on

Personal demographic profiles.

13

51

8

17

2 4 Retired

Homemaker

Student

Employed PT

Employed FT

Self-employed 29

28

19

16

8 55+ years

45-54 years

35-44 years

25-34 years

18-24 years

Employment

TNS Vietnam Digital Profiling – July 2012 Question: S1a Age; S2 Gender; S3 Area; D6 Education; D8 Employment Status Sample base: Vietnam internet users n=1,010

13%

7%

28%

2%

35% 15%


Who uses the internet?

Household Income

Household demographic profiles. Household Composi-on

40

13

3

32 Married with kids

Single with kids

Married, no kids

Single, no kids

TNS Vietnam Digital Profiling – July 2012 Question: D7 Living Situation; D9 Household Income Sample base: Vietnam internet users n=1,010

13,182,400 VND

monthly on average


Internet access & connections

TNS Vietnam Digital Profiling – July 2012 Question: Q11 Internet location (ever accessed and preferred access locations); Q12 Type of internet connection used most often; Q16 Public access Sample base: Vietnam internet users n=1,010

At home

96%

At friend’s

66%

At work

74%

On the go

48%

School

60%

Internet Cafe

69%

Preferred location for internet access?

Where access the internet (any access)?

68% 1% 19% 1% 1% 8%

Internet users in Vietnam access from multiple locations. Although home and work are common usage locations, internet users like to be constantly connected – accessing in public locations or via mobile internet.

59 24 11

Broadband Dial-up Mobile internet

Internet connection (used most often)?

Ever go online from a public location? 80% access in public


Internet usage – times of day

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6 - 9AM 9 - 11AM 11 - 12PM 12 - 1PM 1 - 2PM 2 - 4PM 4 - 6PM 6 - 8PM 8 - 11PM 11 - 12AM 12 - 2AM 2 - 4AM 4 - 6AM

10 TNS Vietnam Digital Profiling – July 2012 Question: Q15 Internet usage times Sample base: Vietnam internet users n=1,010

Inte

rnet

usa

ge %

Times of day

There are three internet usage peak times in Vietnam – morning, lunchtime and evening. 8-11pm is the largest peak at the weekend whereas weekday usage is more evenly matched across the three peak time periods.

1 2 3

Weekday Weekend


6%

19% 13% 10%

50%

6%

18% 15% 14%

45%

Less than 1 hour 1-2 hours 2-3 hours 3-4 hours More than 4 hours

Weekday Weekend

Average visit duration: 3.2 hours

Internet usage duration times

11 TNS Vietnam Digital Profiling – July 2012 Question: Q14 Internet usage duration Sample base: Vietnam internet users n=1,010

Internet users make intense use of the internet, spending around 3 hours online in a typical day.


Types of sites visited daily

71%

General news 54%

47%

General search (Google, Yahoo etc)

46%

Hobbies / leisure 38%

1

2

3

4

5

36%

Movies / TV shows 25%

Social networking (Facebook etc)

25%

25%

24%

6

7

8

9

10

Entertainment news

Music

IT / Tech / CE

Health & fitness

Video

12 TNS Vietnam Digital Profiling – July 2012 Question: Q17 Types of websites used daily Sample base: Vietnam internet users n=1,010

Search is the most common place to visit on the internet – 71% use search daily. Internet users look for news and entertainment, as well as knowledge-building and connection with others.


Sites used daily Google is one of the top sites used daily – 8 in 10 use Google everyday. Internet users also use Yahoo, Facebook, vnexpress, YouTube and dantri at least once a day.

82%

65%

54%

13

53%

52%

TNS Vietnam Digital Profiling – July 2012 Question: Q18 Specific sites used daily Sample base: Vietnam internet users n=1,010

47%

42%

42%

34%


Lifestyles differentiated by consumption and involvement

High

High

Low

Low The internet is func-onal It helps me to be produc0ve

The internet is aspira-onal It helps me achieve my goals

Invo

lvem

en

t

Consumption

14

Six digital lifestyles exist amongst internet users, each displaying different behaviour and attitudes online. They are generally differentiated by differences in internet consumption and involvement.

The internet is commodi-sed It makes my life more efficient

The Internet is pivotal It is the centre of my life


Explaining the Six Digital Lifestyles

INFLUENCERS The internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.

NETWORKERS The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.

ASPIRERS I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.

KNOWLEDGE-SEEKERS I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.

COMMUNICATORS I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.

FUNCTIONALS The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and security. I am older and have been using the internet for a long time.

15


Digital Lifestyles – Vietnam

6 4 5 3

15

30 8

6

3

17

23

21 39

25

23

29 27 17

Heavy Medium Light

16

INFLUENCERS

COMMUNICATORS

KNOWLEDGE-SEEKERS

NETWORKERS

ASPIRERS

FUNCTIONALS

TNS Vietnam Digital Profiling – July 2012 Question: Digital Life Lifestyle Segmentation Sample base: Vietnam internet users – Heavy (daily) n=725, Medium (weekly) n=152, Low (less frequently) n=133

Heavy (daily) internet users are a key target for advertisers – they are far more likely to communicate and seek to influence others online.

Internet usage frequency


Cross-media consumption behaviour

17


Cross-media consumption

67% 70% 31% 25% 20% Daily use %

Use the internet

Watch TV Read a newspaper

Read a magazine

Listen to the radio

Internet users use the internet as much as they watch TV – it is a vital channel to reach consumers in Vietnam.

TNS Vietnam Digital Profiling – July 2012 Question: DL3 Internet usage frequency; Q51 Media consumption (daily or everyday) Sample base: Vietnam internet users n=1,010


6%

19% 13% 10%

50%

6%

18% 13% 14%

45%

15%

33%

18% 12%

19%

5%

18% 24%

19%

30%

Less than 1 hour 1-2 hours 2-3 hours 3-4 hours More than 4 hours

Weekday

Weekend

TV Weekday

TV weekend

TV vs. internet usage duration times

19 TNS Vietnam Digital Profiling – July 2012 Question: Q14 Internet usage duration; Q53 TV usage duration Sample base: Vietnam internet users n=1,010; TV viewers n=995

Internet users actually spend more time online than they do watching TV – in a typical day – and especially during the week.


TV vs. internet usage – times of day

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

6 - 9AM 9 - 11AM 11 - 12PM 12 - 1PM 1 - 2PM 2 - 4PM 4 - 6PM 6 - 8PM 8 - 11PM 11 - 12AM 12 - 2AM 2 - 4AM 4 - 6AM

Internet Weekday

Internet Weekend

TV Weekday

TV Weekend

20 TNS Vietnam Digital Profiling – July 2012 Question: Q15 Internet usage times; Q54 TV viewing times Sample base: Vietnam internet users n=1,010; TV viewers n=995

Inte

rnet

usa

ge %

Times of day

There are three internet usage peak times in Vietnam – morning, lunchtime and evening – especially on weekdays. This presents opportunity for continued reach throughout the day. TV shows more traditional peak viewing between 6-11pm.

1 2 3


87%

21

9/10 internet users in Vietnam go online via mobile

TNS Vietnam Digital Profiling – July 2012 Question: DL3 Internet usage frequency; DL3b Mobile internet usage frequency Sample base: Vietnam internet users n=1,010

1 in 2 internet users in Vietnam go online via their mobile phone at least once a day.

Use mobile phone to access the internet (ever)

50% Daily use %


The role of the internet when shopping

22


3 out of 4 internet users in Vietnam shops online

TNS Vietnam Digital Profiling – July 2012 Question: Q19 Frequency of online purchase; Q20 Annual value of online purchase Sample base: Vietnam internet users n=1,010

76%

Shopping online is generally a fairly regular occurrence in Vietnam – with just under half of internet users buying some sort of product and service online once a month or more often. More frequent online shoppers are also spending more online than other consumers.

annual on average 4,223,608 VND

Shop online at least once

a month 49%

annual on average 5,148,016 VND

Shop online ever


Travel is a popular category to shop online

TNS Vietnam Digital Profiling – July 2012 Question: Q23 Last purchase point Sample base: Vietnam internet users n=1,010; Vietnam internet users who bought a flight in past 12 months (194)

When it comes to individual products and last purchase, Travel is the area where consumers are most likely to buy or book online.

23% bought their last product online

45% bought their last flight online


Use of online sources for product research is prevalent

80% 80% 79% 79% 77% 73% 72% 72%

68% 63% 63% 62%

57%

% using online sources when researching last purchase

Internet users use online sources intensely for product research (pre-purchase). This is especially the case for bigger ticket items such as technology, consumer durables, electronics and automotive – 8 in 10 use online sources when researching these products.

TNS Vietnam Digital Profiling – July 2012; Q25a. Research sources used; Sample Base: Vietnam internet users who bought a product in past 12 months (consumer electronics / durables 344, computer hardware 198, telecoms service provider / mobile phone 333, beauty care 196, food / groceries 192, health 196, car 84, motorbike 197, apparel 192, portable electronics 194, travel 194, insurance 195, savings product 191)


As Google terms it – the ZMOT (Zero Moment of Truth) is a critical component of shoppers research and purchase behaviour. It is the pre-shopping and active information search that influences choice and occurs between the stimulus and the point of decision making at shelf.

Source: ZMOT: Winning the Zero Moment of Truth by Jim Lecinski

  It happens online (typically starting with search)

  It happens in real time, at any time of the day

  Consumer is in charge – pulling information

  It’s emotional and is about resolving a need

  The conversation is multi-way – consumers feed back their own experiences

What makes a Zero Moment of Truth?

26

Internet users interact with many information sources


85% 87% 90% 89% 83% 87% 87% 85% 84% 81% 80% 80% 77%

47% 39%

47% 39%

29%

48% 45% 45% 44% 48% 41% 39%

27%

75% 66%

75% 65% 62%

69% 68% 64% 68% 63%

48%

63% 56%

ZMOT

FMOT

Stimulus

% using online and offline sources when researching last purchase

TNS Vietnam Digital Profiling – July 2012; Q25a. Research sources used; Sample Base: Vietnam internet users who bought a product in past 12 months (consumer electronics / durables 344, computer hardware 198, telecoms service provider / mobile phone 333, beauty care 196, food / groceries 192, health 196, car 84, motorbike 197, apparel 192, portable electronics 194, travel 194, insurance 195, savings product 191). NOTE: See appendix for sources included in ZMOT, FMOT, Stimulus groups

Online and offline sources are used in unison Use of online sources is on a par with use of offline sources for bigger ticket purchases – internet users are using multiple sources in unison when deciding on products in Vietnam. Advertisers will need to offer complementary on and offline information to aid brand choice.

8 5 8 7 6 7 7 7 7 5 5 5 4 Average number of sources used


Internet users research online in many different ways

49 37

23 22

18 35

34 32 32

46 45

14 31

27 19

19 47

20 42

30 33

27 17

49 21

19 17

15 14

5

Read my friend's reviews on a product or looked at their likes / fan pages Looked up independent reviews on the product / brand

Recommended a site or product to my friends on a social networking site Saw what others who viewed the item actually purchased

Sent a link to someone else for their input Found locations of the store

Read reviews on a particular store Got information on a particular store (hours, parking, etc.)

Got maps / directions to the store Looked for information on upcoming sales at the store

Checked availability of the item in the store Loaded coupons onto your shopper card

Added sale date information to your calendar Called a store from phone number provided online

Set price alerts to be notified when the product reaches your desired price Held or reserved an item in the store

Compared to information found in newspapers or magazines Compared to information found in the yellow pages

Looked up Rewards Programs / Points programs for special discounts / Looked at newspaper inserts / coupons online

Looked for online coupons that you can use in the store Used internet to create shopping list

Printed out information to take to the store Bookmarked pages with information you want to save for future reference

Used mobile phone to find directions Used search engine on my mobile phone

Checked in to a location with your mobile phone Used mobile phone to find the best prices

Used mobile phone to create shopping list Scanned a QR code in store

69%

65%

64%

28

54%

51%

50%

50%

49%

42%

TNS Vietnam Digital Profiling – July 2012 Question: Q34 Internet research items Sample base: Vietnam internet users n=1,010

It is common for internet users to research products online in many different ways – e.g. reading reviews, looking for sales and availability, comparing with other media, bookmarking pages they like for future reference.

% activities done online when researching last purchase


Search and the research process

29


Search is used for info and as a link to other sites online

Used as a source of informa3on i 69%

Used search engines

Used as a gateway to online sources 66%

30

Search engines are used in multi-dimensional ways – as information sources in their own right (i.e. information shown on results pages) and as gateways to other online sources (i.e. links to other sites) …

… usage is not mutually exclusive and users tend to use search engines as

information sources

and gateway destinations.

TNS Vietnam Digital Profiling – July 2012 Question: Q25a Research behaviour; Q28a Search engines used; Q27 Information trigger Sample base: Vietnam internet users n=1,010


Search engines are widely used for product research 2 in 3 internet users in Vietnam use search for pre-purchase product research and, those who rely on search, use this source multiple times. Google is by far the most popular search engine.

69%

7.6 Average times used

usage

Used search for product research

99%

TNS Vietnam Digital Profiling – July 2012 Question: Q25a Research behaviour; Q28a Search engines used; Q28b Search engine usage frequency Sample base: Vietnam internet users n=1,010; Vietnam internet users, used search engines to research product n=693

40% Used search more than 10 times


6 in 10 trust in search results to meet their needs

6 in 10 internet users trust that the results search engines provide will meet their needs 6 in 10 also think search engines always

bring up relevant sites

6 in 10 have a preferred search engine that they use

32

41% think adver0sing that appears on the search is relevant and useful to them

TNS Vietnam Digital Profiling – July 2012 Question: Q29 Thinking specifically about product research, how much do you agree with the following statements where 1 = disagree, and 5 = completely agree Sample base: Vietnam internet users n=1,010


Google is by far the most widely used search engine

When internet users use search, they turn to Google first – almost universally.

99%

18%

12%

9%

9%

33

Baamboo.com

Socbay.com

7% Xalo.vn

46%

TNS Vietnam Digital Profiling – July 2012 Question:Q28a Search engine usage? Sample base: Vietnam internet users, used search engines to research product n=693


1/ 2 internet users have researched via video portals

92%

38%

25%

17%

15%

34

8%

TNS Vietnam Digital Profiling – July 2012 Question: Q30 Video portal usage Sample base: Vietnam internet users , used video portals to research product n=485

Those using video portals predominantly use YouTube.

48% used a video portal

when researching


Advertising and the research process

35


Online advertising leads to further online research

36

69%

23%

84%

Bought the product

Researched further online

Researched further offline

TNS Vietnam Digital Profiling – July 2012 Question: Q31 Online advertising. Q33 Online advertising action Sample base: Vietnam internet users n=1,010; Recall online advertising n=786

78% YES

Almost 8 in 10 recall advertising on the internet and this generally leads to further research online. Almost 1 in 4 of those who recall online advertising went on to purchase the brand or product.

Ac3on taken aPer seeing adver3sing online


Online response to internet ads is reactive and proactive

37

Researched further online

Those who see online advertising may react and click on a link, or proactively use search, visit websites or research later. Over half the users immediately click on the advertisement.

55%

53%

47%

41%

Clicked on the ad on the internet

Used a search engine to get more information about the product

Visited a website of the brand/product shown in the ad

Started to research the brand/product immediately online

(Top 4 )

TNS Vietnam Digital Profiling – July 2012 Question: Online advertising action Sample base: Vietnam internet users, recall online advertising n=786


7 out of 10 follow online advertising with offline actions

38

Offline, internet users in Vietnam may keep the advertised brand in consideration or actively compare it to other options. Talking to others and visiting the store is also common.

Researched further off line

44%

37%

33%

30%

Compared the brand/product with other choices in my mind, by reading reviews/specs

Told friends, colleagues, family about the brand/product being advertised

Kept the advertisement in mind when doing further research

Visited a shop/branch/outlet of the brand/product advertised

(Top 4 )

TNS Vietnam Digital Profiling – July 2012 Question: Q33 What did you do after seeing the advertisement on the internet? Sample base: Vietnam internet users, recall online advertising n=786


Online ads help to increase brand knowledge

39 TNS Vietnam Digital Profiling – July 2012 Question: Q32 Online advertising attitude? Sample base: Vietnam internet users, recall online advertising n=786

Attitudes to brands that advertise

online

Increase brand knowledge Easily access information about the brand 66% Hear about great deals/ discounts for the brand 53% Believe the brand is available to you as a customer 30%

Discover brands More likely to consider brands that advertise online 51% More likely to discover brands that advertise online 46% Makes you more interested in finding out more about the brand 46%

Believe the brand has something special or unique to offer 35% Trust in the quality of the brand 34%

Build brand image

Internet users in Vietnam primarily see online advertising as a way to increase brand knowledge – 2/3 say this. 1 in 2 also think online ads are a good way to hear about deals & discounts, and they also bring brands into the consideration set.

i


Summary

40


Key findings

41

The internet is now an essential tool in Vietnam – once people are online, they use the internet intensely, visiting multiple sites, multiple times and over extended time periods each day. This is now a key channel to reach and interact with consumers.

Internet users are young, educated decision-makers. They are keen communicators about brands and products, seek to influence others through digital word-of-mouth and are therefore a key target group for Vietnamese marketers.

The internet has become so important in Vietnam that content is being consumed at the same rate (or more) than other media. This level of usage presents greater opportunity to connect with consumers during the day. Internet users like to be constantly connected – 8 in 10 access the internet in public locations and mobile internet (although not yet a primary connection point) is now being used regularly. Mobile will need to form a key part of future digital strategies. The internet plays a considerable role in shopping behaviour in Vietnam – online purchase is developing and, in terms of pre-purchase product research, online sources are being readily and widely referenced (reading reviews, checking availability, making comparisons etc). Search is integral to internet use – it is used as both an information source pre-purchase and as a gateway portal to other sites online. Search is used multiple times, results are seen as relevant, and Google is the search engine of choice by far. Online advertising has high visibility. It results in action ranging from further research online (return to search, visiting advertised sites etc), offline chatter and comparison, and even purchase. Online advertising is an important aid to brand discovery and future consideration.


Appendix

42


Demographics: technology products owned

% owning technology products

43

83

70 68 62 59 57

45 40

22 19 15 14 12 10

The laptop is the primary technology device for Vietnamese internet users (39% claim laptop primary device)

TNS Vietnam Digital Profiling – July 2012 Question: D1 Technology products owned; D2 Primary technology product Sample base: Vietnam internet users n=1,010


4%

10%

27%

Browsing

60%

5%

15%

20%

Emailing

60%

3% 11% 9%

11% 22% 17%

28% 29% 24%

44

Demographics: mobile internet usage

41% have mobile internet enabled on their phone

Search

58%

Video

39%

Social

51% Daily usage Weekly usage Occasionally Never

TNS Vietnam Digital Profiling – July 2012 Question: D3 Mobile OS; D4 Smartphone activities Sample base: Vietnam internet users n=1,010; Vietnam internet users with smartphone n=410

49% 1 in 2 smartphone owners uses Android OS

% activities conducted on smartphones


Telecoms and tech products are of primary importance

45

Couldn’t live without this

Nice to have but not essential

Telecoms products 64%

Technology products 63%

Automotive 56%

Consumer goods 53%

Retail 53%

Education 41%

Finance 36%

Travel 24% TNS Vietnam Digital Profiling – July 2012 Question: Q20b Category interest Sample base: Vietnam internet users n=1,010

Internet users in Vietnam consider Tech & Telco to be essentials they couldn’t live without – slightly more important than cars/ motorbikes, groceries and personal products and retail products.

% saying ‘couldn’t live with this product’


Report note: ZMOT, FMOT, Stimulus groups

46

Stimulus ZMOT FMOT First moment of truth

Zero moment of truth

Stimulus

Search engines (e.g. Google, Yahoo) Online shops or websites of producers, manufacturers or brands

Online shops or websites of suppliers or retailers

Blogs, forums, review or comparison sites

Video portals to watch relevant clips or videos (e.g. YouTube)

Social networking sites (e. g. Facebook)

Map sites, e.g. to find stores

Online auction sites (e.g. Ebay)

Microblogs such as Twitter

Other online sources

I spoke to friends and colleagues

I spoke to family members

I spoke to a sales clerk in a shop Specialist books

Newspapers

Special magazines

Through TV – advertising / commercial TV

Through TV – special television programs or shows

Brochures/ catalogues

Radio

Other offline source


Please contact TNS Australia for more information

47