3. 130+ million Internet users
in S th
i Southeast A i b 2012
t Asia by
Internet Users (Millions)
131
122
113
101
92
82
2007 2008
8 2009
9 2010 2011 2012
Source: IDC “Asia/Pac New Media Market Model (2008)”
4. 1 in every 3 Vietnamese
will be online in next 4 years
ill b li i t
Internet Users (Millions)
27
26
23
21
19
16
2007 2008
8 2009
9 2010 2011 2012
Source: IDC “Asia/Pac New Media Market Model (2008)”
5. A comparative view
Heavy internet user
markets with Home as
main point of access
- higher incidence of
40
online transactions
35
Moderate internet user
markets with Internet
ours Spent
t
On Internet per Week
k
30
Malaysia Outlets and Home/Work
Light internet user
as key points of access
annels)
25 markets where Internet
Outlets serve as the
Brazil main point of access
p
Average Ho
(All Cha
20
t
Vietnam
15
Mexico Philippines
10
O
Indonesia
A
5 India
0
30 40 50 60 70 80 90
% Accessing from Internet Cafés/ Outlets
Size of Bubble indicates size of internet user population as of 2007 (source: IDC 2007)
Source: Yahoo! “Tribes 2.0 (2008)”
6. Vietnam users INDIA VIETNAM
have been online 42%
as long as the 27% 29%
Malaysians 20%
23%
14%
10% 10% 12%
7%
3% 4%
<6 6-12 1-2 2-3 3-5 >5 <6 6-12 1-2 2-3 3-5 >5
mths mths years years years years mths mths years years years years
Mexico Vietnam
India
Philippines
Malaysia
M l i
Indonesia
Brazil INDONESIA MALAYSIA
51%
33%
25%
20%
16% 14% 15% 14%
3% 5% 5%
1%
<6 6-12 1-2 2-3 3-5 >5 <6 6-12 1-2 2-3 3-5 >5
Source: Yahoo! “Tribes 2.0 (2008)” mths mths years years years years mths mths years years years years
7. Clear trend of more Vietnamese
accessing the Internet regularly…
i th I t t l l
Media Reach (%)
2005
93 93
90
86 2006
82 82
2007
33
31 29 31 27 25
26 27 25
12 11 11
Watch TV Print Access Internet Radio Watch Video Visit Cinema
(Yesterday) Readership (Past Week) (Yesterday) (Yesterday) (Past 3 Months)
Source: TNS Media Vietnam “Media Habit Survey (2007)”
8. ... and progressively spending
more titime online
li
Average Daily Time Spent (Minutes)
2005
71 2006
2007
200
56
38
34 33 34
28
16 15
14 14
7
5
2 2
15 - 24 years 25 - 34 years 35 - 44 years 45+ years Total
Source: TNS Media Vietnam “Media Habit Survey (2007)”
10. The 15-24 year olds are far
heavier consumers of th Internet
h i f the I t t
medium than other traditional media
Affinity Index
TV Print Radio Internet
196
116 118
110 106 110 105
103 99 96 97 98 96
91
85 85
79 Average: 100
54 53
24
15 - 24 years 25 - 34 years 35 - 44 years 45 - 55 years 55+ years
Source: TNS Media Vietnam “Media Habit Survey (2007)”
12. Beyond the Youth:
the Educated…
th Ed t d
Affinity Index
TV Print Radio Internet 219
115 118
105 105 110
98 102 102 103
94 91 86
Average: 100
59
33
13
Primary or lower Lower Secondary Upper Secondary College or higher
Source: TNS Media Vietnam “Media Habit Survey (2007)”
13. Beyond the Youth:
the Affluent…
th Affl t
Affinity Index
151
TV Print Radio Internet
122
112 113
102 100 101
96
Average: 100
g
79 79
69
20
SEC A/B SEC C SEC D/E/F
Source: TNS Media Vietnam “Media Habit Survey (2007)”
14. Beyond the Youth:
the Urbanites…
th U b it
Affinity Index
TV Print Radio Internet 143
122
111 109
101 103
98 98
94
Average: 100
g
79 77
53
Urban Semi-Urban Rural
Source: TNS Media Vietnam “Media Habit Survey (2007)”
16. Instant Messaging reigns in Vietnam
% WHO HAVE USED / VISITED AT LEAST ONCE IN PAST MONTH
Country
y
Internet Instant Social Mobile
Email Search
Portal Messaging Networking Internet
Indonesia 90% 65% 36% 58% 56% 6%
India 43% 87% 50% 62% 27% 5%
Philippines 60% 75% 60% 63% 55% 12%
Mexico 59% 78% 56% 80% 18% 5%
Vietnam 72% 66% 77% 70% 33% 7%
Brazil 76% 83% 63% 67% 64% 9%
Malaysia 66% 75% 58% 68% 38% 11%
#1
#2/#3
Source: Yahoo! “Tribes 2.0 (2008)”
17. Vietnam has a high concentration
of online news readers…
f li d
% of Internet Users who
MONTHLY INTERNET ACTIVITIES have read news online
in the past month
Used instant messengers 77%
Read news online 76% Vietnam 76
Visited internet portals 72%
Used a search engine 70% Indonesia 72
Used email 66%
Played games online 53% Brazil 50
Watched video clips online 47%
Accessed music files online 42% Malaysia 42
Sent internet SMS 39%
Visited chat rooms 36% 39
Mexico
Read blogs or other SN profile pages 30%
Used a webcam 30% 34
Philippines
Down- /uploaded on video sites 24%
Down- /uploaded digital photos 19% 32
India
Used internet telephone services 19%
Source: Yahoo! “Tribes 2.0 (2008)”
19. At first glance…
Example Internet Café
User Activities
Chat / Instant Messaging 73
Play online games 68
Email 62
Reading News 61
Download / Upload music 60
Online info search 55
Visit Chat Rooms 27
Download / Upload video 26
Write blog / online journal 14
Read friends’ or other blogs 13
Source: Yahoo! “Project iCafe (Aug 2007)”
20. Male users are Female users are more
more likely to engaged in ‘social’ activities,
Mining deeper… be online such as instant messaging
gamers and blogging
blogging.
Example Internet Café Male Female
User Activities
Chat / Instant Messaging 73 69 81
Play online games 68 74 56
Email 62 59 67
Reading News 61 62 58
Download / Upload music 60 58 65
Online info search 55 54 55
Visit Chat Rooms 27 27 28
Download / Upload video 26 27 24
Write blog / online journal 14 10 21
Read friends’ or other blogs 13 10 20
Source: Yahoo! “Project iCafe (Aug 2007)”
21. Another example
Affinity Index
Example Teenagers Married Women Young Adults
(13-20
(13 20 years) (25-34 years)
Play online games 139 54 88
Read b ogs / SN pages
ead blogs S 138 60 94
Watch video clips online 124 66 94
Visit chat rooms 121 89 115
Use a webcam 110 63 99
Visit community groups 91 79 121
Read news online 84 104 110
Click on an online banner 69 129 118
Use internet telephone
51 122 127
services
Average: 100 Average: 100 Average: 100
Source: Yahoo! “Tribes 2.0 (2008)”
22. Dominant Internet User Segments
Social Networking is a key differentiator for these ‘socialisers’.
socialisers
SOCIALS Likely to be heavier users of Social Networking sites,
Instant Messengers and Email
Online Transactions is a key differentiator for these ‘all-rounders’.
EMBRACERS Core web motivation is to ‘transact’ – likely driven by convenience & productivity.
Likely to be heavier users of Search, Email, Internet Portals and Mobile Internet.
Online Gaming is a key differentiator for the these ‘fun seekers’.
Core motivation for using the internet is for ‘fun & entertainment’.
FUN EXPLORERS
Likely light to moderate users of Email, Instant Messengers,
Search and Social Networking sites.
sites
Functional internet users who primarily use the internet to ‘communicate & connect’.
F ’.
UTILITARIANS Likely to be moderate users of Email.
y
Light users of Instant Messengers, Search and Social Networking sites.
CASUAL Light i t
Li ht internet users who primarily use the internet to ‘
t h i il th i t t t ‘research’.
h’
BROWSERS Likely to visit internet portals for news or be moderate users of Search.
Source: Yahoo! “Tribes 2.0 (2008)”
23. Not all users are created equal
- some are more valuable than others
THE FUN THE THE THE THE
SEGMENT TOTAL EXPLORER SOCIAL UTILITARIAN EMBRACER CASUAL
BROWSER
Average Time Spent 744 754 861 472 1004 495
(Annualised hours)
Will spend more time 29% 22% 35% 22% 32% 32%
(In the next 12 months)
Advocacy/Influence 32% 25% 40% 20% 52% 15%
(Future Shapers + Future Makers)
(F t Sh F t M k )
Propensity to click 17% 9% 22% 13% 27% 14%
(Online ads)
VALUE INDEX 100 85 131 54 163 49
The E b
Th Embracers and Socials are the highest value segments in Vietnam.
dS i l th hi h t l t i Vi t
25. Share of Voice is King
Sh f V i i Ki
A brand's advertising weight expressed as a
percentage of a defined total market or market
t f d fi d t t l k t k t
segment in a given time period.
The weight is usually defined in terms of
expenditure, ratings, pages, etc.
p , g ,p g ,
- Wikipedia
Source: http://en.wikipedia.org/wiki/Share_of_Voice; last accessed 8 Aug 2008
26. Share of Life is Queen
Sh f Lif i Q
A brand's level of relevant exposure throughout
the
th consumer’s d il j
’ daily journey.
Shift focus from outspending to outsmarting –
driving the brand across all media touchpoints
at the right p
g place and the right time.
g
- Me
28. Nguyen Thi Yen
Background
B k d
Segment: Social
Gender: Female
Age: 22 years old
Marital Status: Single
Occupation: University Student
Monthly Household Income: USD360
Frequency of Internet Access:
Several times / day
Tenure: more than 5 years
Computer: 1 computer shared with others
The Internet Access: DSL (Home)
No. of hours spent per week: 17 hrs / week
Location of Internet Access:
Internet Café, Home and School
Source: Yahoo! “Tribes 2.0 (2008)”
29. My Typical Day
6 am: I wake up early in the morning to get ready for school. I normally leave
home at 6:30 am.
7 am – 8 am: I arrive at school and study at my desk. I review what I have
learned previously.
previously
9 am – 12 am: I take my morning classes. I sometimes use the internet at school
to look for information.
12 pm – 1 pm: I normally go home to have lunch.
1 pm – 2 pm: After lunch, I rest at home or enjoy light entertainment (e.g.
watching TV or using the internet) before I go back to school.
2 pm – 5 pm: I take afternoon classes. I leave school at 5:30 pm to go home and
have some free time before dinner.
5 pm – 6 pm: Sometimes, I go to the internet cafes with my friends after school.
Otherwise, I arrive home and rest a little bit, or quickly log onto the internet
to check email, check my blog, and chat with friends if they are also online.
6 pm – 7 pm: I have dinner with my family.
7 pm – 8 pm: After dinner, my family get together for a chat or we watch TV
shows together.
8 pm – 11 pm: I do my school assignment and also spend time online. During
the evening, most of my friends are online, so it’s the best time to chat
it s
online or update blogs.
11 pm: I finish my chatting and go to sleep.
30. Starting P i t
St ti Points
• Unlike traditional media, the online medium is more
fragmented.
• Important to identify key ‘ports of call’ or ‘starting points’
- essentially the first site or application your consumer
actively accesses when on the internet.
• Focus on serving your brand on core starting points of
your consumers.
31. Not all Internet properties
are of equal relevance
f l l
“It’s fun to read
gossips about
celebrities. I can
easily spend time
online just reading
those news.”
“I need IM to chat
“Without search with my friends,
engine, I won’t be and email is a
d il i
able to get all must-
must-have at
Entertainment work.”
those valuable
information for
school.”
IM
Search
ME Email
Engine ““I can learn a lot
from reading other
people’s blogs… It is
Social Networking also my personal
l l
space where I can
express all my
Internet Portal feelings and
thoughts.”
Online
Transaction
Mobile
Internet
Source: Yahoo! “Tribes 2.0 (2008)”
32. Internet Pathways
Sites Starting Transit
Pathways Base Site(s) Activities
Visited Point Site
- Log onto Y!M to see who’s online
1 Y!M Y!M Application Y!M
- Minimize and leave Y!M on during the entire session
- Check to see if there’s any email from a friend
- Read and reply emails to friends
2 Yahoo! Mail Yahoo.com Y!M
- Check Yahoo! 360 notifications to see who updated
blogs
3 Yahoo! 360 Y!M
Y!M / Yahoo! 360 /
4 Tuoitre - Read news
Tuoitre
Bamboo (or Y!M / Yahoo! 360 /
5 - D
Download music f MP3 player or li
l d i for l listen to music
i
YouTube) Tuoitre
Y!M / Yahoo! 360 /
6 Yahoo! 360
Tuoitre
Y!M / Yahoo! 360 / - Check school results
7 School HP
Tuoitre - Read course materials
Y!M / Yahoo! 360 /
8 Y!M - Chat with friends
Tuoitre
Y!M / Yahoo! 360 /
9 Yahoo! 360 - Read postings
Tuoitre
Y!M / Yahoo! 360 /
10 Tuoitre - Click on buzz topics to read articles
Tuoitre
Y!M / Yahoo! 360 / - Look for information for school related work
11 Google.com
Tuoitre - Search for images to upload on Yahoo 360 profile
Source: Yahoo! “Tribes 2.0 (2008)”
34. Myths Realities
1 The Internet is still a new • The online industry in
medium in Vietnam Vietnam has been growing
rapidly in the last 3 years.
• 7 in every 10 Vietnamese
internet users have been
online for over 3 years.
years
(compare Malaysia)
• 1 in every 3 Vi t
i Vietnamese
will be online by 2012
Do not under-estimate the net-savviness of your consumers
35. Myths Realities
2 Only the Vietnamese • The Educated
youth are using the Internet
• The Affluent
• The Urbanites
• Now, even the Older...
Think beyond the Youth. Your consumers may already be online.
36. Myths Realities
3 Email is the most • Instant Messaging
popular online activity is most popular
• Internet Portals, Search,
Email etc
• Vietnam has one of
the world’s highest
concentration of online
news readers
d
Integrate relevant properties to ensure a seamless online experience
37. Myths
Myths Realities
4 All Vietnamese internet users • Clear differences in how
do the same things online different users engage
with the Internet
• Male vs Female
• Teenagers vs Young Adults
• Socials vs Utilitarians
Understand the Internet media habits of your consumers.
One size doesn’t fit all.
38. Myths
Myths Realities
5 Success = ‘Share of Voice’ • Success =
‘Share of Voice’ +
‘Share of Life’
• Focus on Relevance
(vs Outspending)
• Understand the daily
j
journeys of your target
y y g
and the different
engagement touchpoints
Identify the engagement touchpoints of your consumer.
Think ‘Starting Points’ when marketing online.
