Ghislain Le Chatellier, Head of Online Sales & Operations for Google Southeast Asia provides insights about customer and internet usage behavior.

1. Insights and Trends in Online
08th Dec. 2010
Ghislain Le Chatelier
Head of Online Sales & Operations, SouthEast Asia
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2. Making Global Connections
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3. Over 1.5 billion people online
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4. Information
20 Years Ago
Local libraries, morning papers
Now
4 billion
global searches per day
4
Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 Google Confidential and Proprietary
billion searches per day on average

5. Communication
210 Billion
Emails & IMs sent per day
900,000 posts
posted daily by bloggers . Eq. To 19
years of NY Times
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Source: Gizmodo, Dec 09

6. Entertainment
35 hours
Video uploaded to YouTube per minute
eq. to 235,000
Full-length movies uploaded per week
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Source: Google data, Nov 10

7. Community
860 Million
Internet users on
a social network
5,000 every second
Number of tweets at peak time
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Source: Mary Meeker, Oct 09 & Apr 10

8. Mobile
Over 3B app downloads and counting
Average Android user downloads 40 apps
25% of iPhone & Android users spend
2 hrs/day in apps
Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09
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9. Business
80%
Of B2B customers always search for products
& services before purchase*
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Source: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007

10. An SEA example - Travel in Vietnam
32x Growth
Travel category Google search queries volume growth for
Vietnam since 2005 2
Sources: Google Internal Travel Categories Search Queries Volume Trend Google Confidential and Proprietary

11. Shift in Media Consumption: Internet time is more than
2.5x time spent on TV
Media
Consumption
36h
14h
6h
3h
Q: Approximately how many days in a typical week do you do each of the following activities/ Approximately how n=1094
long do you spend doing each of these activities on the days that you do them?
Base: All Respondents (Natural fall-out)
Online Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC
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12. E-Commerce is New and Growing rapidly in Vietnam
Year Began Purchasing Products Online
1Y ago
I have never purchased
a product online
16%
Less than 6 months ago
Had ever
purchased online
27%
43%
2 or more years ago
Today
(2008 or earlier) 8%
8%
14%
73%
Have ever
1 year to less than 2 years purchased online
ago (2008-2009) 6 months to less than 1
year (2009-2010)
n=1094
Base: All Respondents (Natural fall-out)
Q: When did you begin purchasing products online?
Online Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC
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13. Shift in Media Consumption influences Purchase behavior
Purchase Offline Purchase Online
Research
Online*
83% 15% ... But 98%
of
all purchases
involve Online
Research
Research before
Offline**
2% 0% purchase
A vast Majority of Purchases
are made In-Store... n=2288
Base: All purchases made either online or at
a store and used at least one source
Online Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC
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14. Online is Prime Medium at every step of the Purchasing Funnel
Mobile Phone and/or Smartphones Category
Most Helpful Source at Each Phase
Percent Who Participated at Each Phase
Internet/online sources
TV ad
82% General information gathering Friends/f amily
Magazine ad Internet/online sources are
Evaluation & comparing Newspaper ad most helpful in every phase
84%
Magazine article
85% Final purchase decision Newspaper article
Friends/family are also helpful in the
TV show final decision phase
Retail store
Sales person
Purchase Billboard or outdoor ad
Postal mail ad or catalog
Gathering general information (n=282)
Telemarketing Evaluating and comparing options (n=289)
n=343
Radio show Making a final purchase decision (n=292)
Base: Mobile Phone Sub-Group who
used at least one source
0% 10% 20% 30% 40% 50%
Q: For every phase, please indicate the one source that was most helpful during that phase
Online Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC
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15. Shift in how to reach Purchase Funnel stages
Traditional Analog New Digital
Short-lived, flighted assets Durable, always-on marketing & publicity assets
TV Print Radio Direct Mail Catalogs Search Blogs Video Mobile Rich Online
Media Display
Awareness
Interest
Consideration
Purchase
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16. #1 Find Demand
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17. Understand demand: using Search as a barometer
www.google.com/insights/search/
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18. #2 Convert Demand
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19. Let’s go on a journey with Mark…
Turkey holiday
‘Turkey Holiday’ search
information Turkey Planning
‘Turkey Hotels’ search Turkey Hotels Turkey Holiday Videos
Capture users when they are surfing the Web
at all stages of the purchasing funnel 19
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20. Search is the way in…
49% of online shoppers have
changed their mind about
which brand to buy following
research on the web
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Source: EIAA mediascope Europe Study, Nov 2007

21. Leveraging Search for Lead and Traffic generation
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22. Leveraging Search for Lead and Traffic generation
Search Query:
‘hotels hochiminh city’
Google
Search Results
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23. Leveraging Search for Lead and Traffic generation
AdWords
Ads
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24. Expanding your Reach on the Display Network
200b ad exposures/month
146M unique visitors/month
80% reach of Internet users
3X more ads served than any other ad network
More ads on large sites* than any other ad
network
7X more ads on niche sites than any other ad network
Source: Comscore November 2007
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Sites with 1M+ monthly users Google Confidential and Proprietary 24
Source: comScore Key Measures Report, March 2009; Attributor Inc., Dec. 2008

25. Leverage YT to build your brand and Engage
Leverage the Brand effect Extend your Reach
Users search more and 2nd Search engine after Google
more for Brands, rather
than generic terms. 448 Million visitors each month
Increase Awareness & 2 Billion daily video views
Build your Territory
Video Engages Users... ...Including You !
Use YouTube to inform,
entertain or educate Setting up a 2-ways conversation
with your users and clients
• Simple
• Unexpected
• Emotional
• Entertaining
50% of all videos are
commented on YouTube
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Source: Google data, 2010

26. Engage your Consumers: Anywhere – Anytime
Watch Movies
Searching
Home Work
Browse Internet
Use Apps
Shopping Commuting 26
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27. Building your Brand – And leverage new channels
Convert your Tweet feed into ads -
automatically
Engage with your audience and
encourage dialogue
Build your brand
Drive traffic and sales for instant
promotions
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28. #3 Measure Results!
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29. Getting to know the half that works…
Where do my users come from?
Is my advertising
effective?
Do users like my
website?
How do users get
to know my site?
How do I improve
the interactions
with users? Shedding more light on :
- ROI of Leads campaigns
- Audience of Branding campaigns
- Engagement patterns of visitors
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30. Key Takeaways
1 Growing Trends in Online, Changes in Consumers’ Behaviour
2 Investing Online Now is Key to capture Opportunities
Online Advertising allows you to Capture Leads, Build your Brand,
3 Engage with users. And Measure.
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