Meet the next source of growth connected spenders aka omni channel shoppers

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1Copyright © 2017 The Nielsen Company. Confidential and proprietary.
Nielsen Vietnam
April 11, 2017
MEET YOUR NEXT SOURCE OF GROWTH:
THE OMNI-CHANNEL SHOPPERS
AKA THE CONNECTED SPENDERS

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MEET YOUR NEXT SOURCE OF GROWTH
Conventional
approach:
MIDDLE
CLASS
Earn $10-
20/day
Modern approach:
CONNECTED
SPENDERS
Have
internet access
Are willing to spend
discretionary
income
Overlooks consumer
engagement, access
Better identifies likely purchasers,
correlates to spending as % of GDP

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THE MOST ENGAGED CONSUMERS ACROSS INCOMES
Connected Spenders signal where consumers demand is headed
INCOME
HIGHLOW
CONSUMER
ENGAGEMENTLOWHIGH
CONNECTED
SPENDERS
MIDDLE CLASS
UPPER INCOME
LOWER INCOME
Note: Visual representation;
Not to scale

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A GROWING FORCE IN THE GLOBAL ECONOMY
1.37
2.97
2015 2025
Number of Connected
Spenders (BB)
$14.8
$31.9
2015 2025
Annual Spending from
Connected Spenders (TT USD)
SHARE OF
GLOBAL TOTAL 53%35%37%19%
53%35%37%19%SHARE OF
GLOBAL TOTAL
Spending from Connected Spenders

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HIGH-POTENTIAL MARKETS
Top 10 markets for Connected Spenders by population, 2015 vs. 2025
Source: Nielsen Global Consumer Confidence Survey (2010-2015); The World Bank; The International Monetary Fund; The Demand Institute
China
China
India
India
U.S.
Brazil
Japan
Russia
Germany
Germany
Indonesia
U.S.
Brazil
Japan
Russia
Indonesia
Vietnam
Vietnam
U.K.
U.K.
Pakistan
Nigeria
417M
710M
20M
32M

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CONNECTED SPENDERS WILL OUTGROW MIDDLE CLASS IN
TERM OF NUMBER AND IMPORTANCE, ESPECIALLY IN EAST
ASIA AND PACIFIC
Source: Demand Institute & Nielsen, Connected Spenders Report, 2017

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CONNECTED SPENDERS WILL ACCOUNT
FOR 40% OF THE POPULATION IN 2025

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THE RISE OF VIETNAMESE CONNECTED SPENDERS
2015 2025
23 MILLION PEOPLE
ANNUAL SPENDING
$50 BILLION
38% OF TOTAL
CONSUMER SPENDING
40 MILLION PEOPLE
ANNUAL SPENDING
$99 BILLION
48% OF TOTAL
CONSUMER SPENDING

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CONNECTED SPENDERS ARE CONFIDENT
CONSUMERS
Source: Nielsen Global Consumer Confidence Survey (2015)
30
50
70
90
110
130
150 CONNECTED SPENDERS OTHER INTERNET USERS
115
GLOBAL
85
GLOBAL

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THEY PREFER NEW, INNOVATIVE PRODUCTS
Source: Nielsen Global Consumer Confidence Survey (2015)
72%
68%
56%
50%
56%
55%
34%
31%
I like when manufacturers offer new
product options
I like to tell others about new products I
have purchased
I am willing to pay a premium price for
new innovative products
I am an early purchaser of new product
innovation
CONNECTED SPENDERS OTHER INTERNET USERS

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WHY FOCUS?

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25.9 24.7 24.7 24.4 24.2 24.1 23.0
20.3 19.5
RISING CONNECTIVITY IS ON THE GO!
Source: CIA World Factbook; Nielsen: Cross Platform Insights 2016
USA GERMANY BRAZIL MEXICO CHINA INDIA VIETNAM
100 123 139 85 94 76 131
87 88 68 56 52 37 52
AVERAGE ONLINE TIME PER WEEK IN SOME COUNTRIES
PHONE USAGE AND INTERNET PENETRATION IN SOME COUNTRIES
PHONE UAGE
(PHONE PER 100 PEOPLE)
INTERNET PENETRATION
(% POPULATION)

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SO, THE ‘CONNECTION BEHAVIOR’ MAKE THIS NEW CUSTOMERS
MORE CONFIDENT AND PROACTIVE IN THEIR WAY OF LIVING
Source: Demand Institute & Nielsen, Connected Spenders Report, 2017
YOUNGER, LIVING IN
URBAN AND MORE
CONFIDENT
PROACTIVE IN SPENDING
IN PRODUCTS AND
SERVICES
READY TO CONNECT
Connected SpendersNormal Internet users
AGED 25-34 31%
URAN LIVING
CONFIDENCE
INDEX
ENJOY FREEDOM
TO CONNECT
EVERYTIME,
EVERYWHERE
83%
SPEND
DISCRETIONARY
INCOME ON
ACCESSORIES
90%
SPEND
DISCRETIONARY
INCOME TO
ENTERTAINMENT
78%
23%
65%
85
78%
115
71%
53%
75%

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THEY ARE MORE ENGAGED WITH DIGITAL
TOOLS FOR WORK AND PERSONAL ACTIVITIES
Source: Nielsen Global Survey – Mobile Ecosystem (2016)
85%
ON MOBILE CONNECTED DEVCES SUCH AS
LAPTOP/TABLET/SMARTPHONES
67%
66%
65%
55%
49%
78%
49%
61%
58%
72%
40%
VIETNAMESE CONSUMERS SEA CONSUMERS
ACCESS EMAILS
READ DIGITAL BOOKS/NEWSPAPERS
WATCH YOUTUBE
PLAY GAMES
USE SODIAL MEDIAS
LISTEN TO MUSIC

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…THEY ARE MORDERN MEDIA VIEWERS
Source: Nielsen Global Survey – Media Fragmentation Report (2016)
90%
64%
53%
54%
84%
64%
56%
49%
VIETNAMESE CONSUMERS SEA CONSUMERS
PREFER TO WATCH MOVIES ON
OWN SCHEDULE
ENAGE WITH OTHER VIEWERS ON
SOCIAL MEDIA WHILE WATCHING
APPRECIATE LEARNING ABOUT
PRODUCTS THROUGH ADVERTISING
EXPEXT A RELEVANT AND PERSONALIZED
ADVERTISING EXPERIENCE

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…AND EAGER ONLINE SHOPPERS
64%
44%
66%
61%
47%
62%
VIETNAMESE CONSUMERS SEA CONSUMERS
SEARCH FOR INFORMATION
BEFORE BUYING
LOOK FOR DEALS / COUPONS
WHEN SHOPPING
COMPARE PRICES WHEN
SHOPPINGS
Source: Nielsen Global Survey – Mobile Ecosystem (2016)

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17Source: The Nielsen Omni Shopper Trend Report 2017
AUTO PILOT PRACTICE
BEFORE BUYING
LARGE PANTRY
RESTOCKING
TAKE ADVANTAGE OF
SPECIAL OFFER
OR PROMOTION
OMNI-CHANNEL
SHOPPERS IN VIETNAM
TRADITIONAL
SHOPPERS IN VIETNAM
48%
44%
57%
82%
19%
6%
AND THEIR SHOPPING ATTITUDES ARE DIFFERENT

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UNDERSTAND
HOW THEY
ENGAGE WITH
YOUR BRANDS
ALONG PATH-
OF-PURCHASE
WHAT’S NEXT FROM HERE?
EMBRACE
DIGITAL
OPPORTUNITIES
DIGITAL-
PAYMENT
DISRUPTION
BUSINESS
MODEL
INNOVATION

19. Copyright©2017TheNielsenCompany.Confidentialandproprietary.
19Copyright © 2017 The Nielsen Company. Confidential and proprietary.