TheVoice of the Consumer

Transcription

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2 TheVoice of the Consumer 1. Part1.

3 From Cimigo India IndonesiaVietnam China Hong Kong Philippines Singapore Our 300 professionals advise companies that reach 3 billion consumers

4 Our services fall into two areas 1. Consulting Services Motivational research Market scoping and segmentation Concept testing New product development Brand positioning 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

5 Richard Burrage Richard acts as a strategic partner for core consumer goods clients, focusing on new product development, brand positioning and communications development. Richard has spent the last twenty years in Asia assisting in the development and building of numerous brands to achieve leadership positions. Richard is a UK national and resides in HCMC, Vietnam with his Vietnamese wife and three children. Richard is the Managing Partner of Cimigo: 5

6 NetCitizens Part2.

7 5,800 people. Random sampling with Computer Aided Telephone Interviews (CATI). Data weighted to urban population of Viet Nam. Largest study of it s kind in Viet Nam. More than 5,875 men and women aged years living in 12 urban centres of Viet Nam. North, central and southern regional coverage including Ha Noi, Thai Nguyen, Thanh Hoa, Hai Phong, Da Nang, Nha Trang, Quy Nhon, An Giang, Dong Nai, Vung Tau, Ho Chi Minh City and Can Tho. Yielding n=3,405 internet users

8 Across 12 cities. Metro Ha Noi Ho Chi Minh City Tier 1 Hai Phong Da Nang Nha Trang Can Tho Tier 2 Thai Nguyen Thanh Hoa Quy Nhon An Giang Dong Nai Vung Tau

9 Continued growth. More users than Australia & NZ population! Viet Nam internet users % 35% 40% 35% Users (million) % 8% % 13% % % 24% Users (million) Penetration % 25% 20% 15% 10% 5% 0% Source: tion Users in % of populat

10 So what? 3. Part3.

11 Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey. Time to listen and engage. Social networks win. Blogs and forums decline. Youth saturated But mobile will grow 35+ And online journey changes Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. In home Excessive Infotainment Are you part of the dialogue?

12 So what? Beyond men, metro and premium consumers

13 More online than not at 58%.

14 50% of women vs. 66% of men.

15 Viable beyond AB. SEC of internet users SEC % of Total Pop. 100% 56% 58% 78% 72% 63% 63% 47% 48% 80% 60% 29% 27% 40% 28% 27% 28% 20% 9% 11% 12% 7% 0% Total SEC A SEC B SEC C SEC D SEC E Source: Cimigo NetCitizens

16 Viable beyond metro. Internet penetration by region All cities 56% 58% Metro VN Tier 1 Cities Tier 2 Cities 58% 62% 57% 58% 49% 52% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens

17 Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey. Time to listen and engage. Social networks win. Blogs and forums decline. Youth saturated But mobile will grow 35+ And online journey changes Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. In home Excessive Infotainment Are you part of the dialogue?

18 So what? Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey

19 Smaller screens and access on the go Mobile will change online journey. Devices used for connecting online From a desktop computer 84% 81% From a laptop computer 38% 47% Via any mobile phone (smart phone or other) 27% 56% Tablet device (e.g. i-pad, galaxy) 4% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens

20 Strong growth in internet access via mobile phones in tier 2 urban centres. Devices used for connecting online Tier 2 Tier 1 Metro VN From a desktop computer From a laptop computer Via mobile phone (nonsmartphone) Via smartphone Tablet device (e.g. i-pad, galaxy) Source: Cimigo NetCitizens

21 Tier 2 urban centres leaping online via mobile phones with 3G and wifi.. Digital programs viable beyond the metro centres. Places usually use internet Weekdays by urban areas 100 Metro VN Tier 1 Tier At home At work Wherever I HAVE 3G/GPRS Wherever I find a wifi connection At Internet Shop / Cyber Café At college or school At someone else's home On mobile phone Source: Cimigo NetCitizens

22 Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey. Time to listen and engage. Social networks win. Blogs and forums decline. Youth saturated But mobile will grow 35+ And online journey changes Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. In home Excessive Infotainment Are you part of the dialogue?

23 So what? Youth saturated But mobile will grow 35+ And the online journey changes

24 Significant reach for under 35. How will 35+ grow? Age of internet users 95% 95% 100% 56% 58% 67% 70% 80% 60% 32% 35% 40% 20% 19% 22% 18% 18% 11% Total Age Age Age Age Age % of Total Pop. 20% 0% Source: Cimigo NetCitizens

25 50% increase in mobile internet usage amongst y.o. Mobile supports 35+ online journey. Age of mobile internet users Total 38% 48% year olds year olds year olds year olds 8% 11% 24% 33% 37% 47% 47% 59% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens

26 Real-time customer insights collection tool. Consumers are changing. Technology is reinventing. Our understanding of psychology is advancing. A forward looking approach to research is essential. Cimigo s online platform provides continuous real-time monitoring of survey results, with in-built software to table & chart data. The results portal allows for different levels of access, and provides red flag alerts for key questions.

27 Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey. Time to listen and engage. Social networks win. Blogs and forums decline. Youth saturated But mobile will grow 35+ And online journey changes Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. In home Excessive Infotainment Are you part of the dialogue?

28 So what? In home Excessive Infotainment Are you part of the dialogue?

29 It is where consumers are spending time. 2% 3%1% 4% Everyday 24% 66% Frequ uency of Use Several times a week Once a week Several times a month Once a month Less often Source: Cimigo NetCitizens 130 Minutes perday!

30 Consumers increasingly spending time online at home. Online competing or complementing TV screens? Weekday locations for being online 100% 80% 73% 77% 81% 86% At home 60% 61% At work 40% 26% 27% 30% 33% 34% At internet shop\cyber cafe 20% 29% 23% 18% 25% 25% 15% 16% At college or school 0% 5% 5% 5% Source: Cimigo NetCitizens

31 Conducting a myriad of online activities. Use for news Use a search site Listening to music Research for school/ office work Chatting Downloading music Searching information on brands/products Watching movies Visiting a social network Visiting forum Shopping/visting buy and sell sites/auctions Playing games on web game * Playing games on online applications ** Downloading movies Visiting blogs Searching for a job Posting in forum Writing blogs E-Banking 26% 23% 22% 19% 14% 12% 9% 51% 44% 40% 35% 35% 95% 94% 77% 68% 66% 63% 59% 55% Online information gathering Online entertainment Online communication Blogging and social Networks Online business Source: Cimigo NetCitizens 0% 20% 40% 60% 80% 100%

32 A look to our future. Use for news Use a search site e.g Google Listening to music Research for school/ office work Chatting Downloading music Searching information on brands/products Watching movies Visiting a social network Visiting forum Shopping/visting buy and sell Playing games on web game * Playing games on online applications ** Downloading movies Visiting blogs Searching for a job Posting in forum Writing blogs E-Banking 5% 20% 20% 20% 94% 97% 91% 77% 88% 64% 79% 52% 61% 67% 47% 34% 49% 37% 29% 32% years years Source: Cimigo NetCitizens 0% 20% 40% 60% 80% 100%

33 9 in 10 online consumers relying on internet for news. Advertisers need to follow consumer eyeballs online. Online Information gathering Use for news 53% 31% 5% 89% Use a search site 49% 31% 7% 87% Research for school\office work 21% 27% 9% 57% 0% 20% 40% 60% 80% 100% Everyday Once a week or more Once a month or more Source: Cimigo NetCitizens

34 Entertainment is secondary to information gathering. Advertisers need to follow consumer eyeballs online. Popular entertainment online Listening to music 27% 31% 10% 67% Downloading music 9% 24% 14% 47% Watching movies 6% 17% 12% 35% Playing games on web game 9% 12% 6% 27% Playing games on online applications 6% 8% 4% 18% Downloading movies 1% 6% 7% 14% 0% 20% 40% 60% 80% 100% Everyday Once a week or more Once a month or more Source: Cimigo NetCitizens

35 Online business nascent. Businesses need to lead the development of e-commerce. E-commerce and online banking. Shopping / visting buy and sell sites / Auctions 5% 11% 8% 24% E-Banking 1%2% 3% 6% 0% 10% 20% 30% Everyday Once a week or more Once a month or more Source: Cimigo NetCitizens

36 Trust remains a barrier to online purchasing. Mechanisms for secure online purchasing necessary. Attitudes to online shopping. I can buy a very wide choice of products on the internet 51% 21% 27% I think it is safe to buy products online 14% 28% 58% 0% 20% 40% 60% 80% 100% Agree Neutral Disagree Source: Cimigo NetCitizens

37 3 in 4 online consumers use to find out about new products and brands. Engenderingtrust remainskey. Online attitudes. The internet is an important source for news and information 93% 5%2% The internet helps me to find out about new products and brands 74% 16% 9% I generally trust the information found on the internet 46% 31% 24% 0% 20% 40% 60% 80% 100% Agree Neutral Disagree Source: Cimigo NetCitizens

38 The digital world is a real option for consumer dialogue right messages right positioning and building a brand s value

39 Managed online panellists for rapid surveys.

40 300 tests and counting.

41 Brand tracking that gives you power. Is your current tracking give you: Quarterly presentations? Too late to inform? Situation past? Hindsight? Live Data or Clear Dashboards Large Samples Now ROI Maximising Decision Tool Not A monitor

42 Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey. Time to listen and engage. Social networks win. Blogs and forums decline. Youth saturated But mobile will grow 35+ And online journey changes Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. In home Excessive Infotainment Are you part of the dialogue?

43 So what? Mobile journey is different Mobile ease required Mobile enters path to purchase Reward, geolocation, knowledge, attract

44 Increasingly anywhere, anytime. Internet by mobile phone 62% 38% Yes 48% 52% No Source: Cimigo NetCitizens

45 Across the country. North leading the regions in mobile internet uptake. Regional trends of mobile internet Users Total 38% 48% North 43% 55% Central South 34% 36% 45% 48% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens

46 Increasing mobile entertainment consumption. Geolocation implications for multiple businesses sectors. Mobile web activities Use for news Use a search site Instant messaging Visiting a social network Listening to music Downloading Apps Downloading or uploading pictures Watching videos/clips Playing online games 9% 8% 10% 34% 35% 26% 35% 32% 34% 26% 30% 27% 43% 48% 66% 67% 76% 82% % 20% 40% 60% 80% 100% Source: Cimigo NetCitizens

47 Mobile ease essential. Mobile enters path to purchase. Instant mobile internet activities Geolocation tools (Foursquare, Google Maps) 30% Been in a store and looked up a product to find out more 24% Been in a store and used it to check prices 19% Visiting online shopping sites 11% 0% 20% 40% Source: Cimigo NetCitizens

48 1 in 2 whom are financially active, are online via mobile. Broad opportunities for financial services firms. Financial product ownership and mobile web Total 48% Credit Card 52% Bank Account Life or Health Insurance 51% 49% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens

49 Reward Redemption PointsExclusive Networks Geolocation HORECA Alerts Bottle Track Loyalty foursquareon Trade Promotions Knowledge Brand Heritage USP Events Attract Social Media Concierge News Launches WoM Buzz Membership Tiers Positioning Dialogue Online Ordering

50 Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey. Time to listen and engage. Social networks win. Blogs and forums decline. Youth saturated But mobile will grow 35+ And online journey changes Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. In home Excessive Infotainment Are you part of the dialogue?

51 So what? Time to listen and engage Social networks win Blogs and forums decline

52 Social networks grow at expense of blogs and forums Consumers consolidating expression in social networks Metro online communication trends 100% 80% Visiting social network Visiting forum 60% 40% 47% 39% 41% 51% 41% 35% 51% 46% Visiting blogs Posting in forum 20% 0% 21% 16% 23% 17% 22% 20% 11% Writing blogs Source: Cimigo NetCitizens

53 And consumers are talking. Broad opportunities for brands to listen and engage. Chatting online at least once per month Visiting a social network 19% 14% 5% 39% Visiting forum 8% 11% 8% 27% Visiting blogs 3% 5% 4% 13% Posting in forum 2% 3% 3% 9% Writing blogs 1% 3% 2% 6% 0% 20% 40% 60% Everyday Once a week or more Once a month or more Source: Cimigo NetCitizens

54 Social media insights. Hybrid tech/human approach to social media evaluation. Combining automated scraping across millions of sites with more focused analyst driven search 10,000 s. Collection Content enrichment From data to information Using our proprietary source management and scraping technologies, we scan and collect content from blogs, microblogs, trade publications, forums, industry, geographic and demographic sources. Our team of analysts refine the content of the search. We perform sentiment analysis and tag the data with source information about the posters, where they made comments, where they live, how old they are we can understand a lot about the people who are taking about you. The data is QA d for precision and reach. Afterallthisworkwehaveamazing insights into what people are saying about you and your competitors. We then provide all this information to you on an online dashboard. We update it daily so you can track the buzz and engage with your customers.

55 Social media insights. Lots of information and word of mouth related to different products and brands are already available on the web in an easy-to-access form. This can be cleverly used to enrich our insights : To explore new trends and shifts, track key influencers, as well as fine tune the survey design for ongoing programmes. To obtain feedback on a wide range of options, broadening and deepening our competitive intelligence. To enrich research findings. This Cimigo approach captures the sentiment and nuances of what people are talking about, because you get the best of both worlds, automated analysis combined with real people reading, digesting and analysing the context. 55

56 Online consumers are networked & social. Member of social network Popular social networks Yes No Facebook 47% 67% 70% 56% 44% Zing Me Yahoo 360 Plus 2% 6% 11% 12% 19% 20% Twitter 1% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens

57 Online research communities Cimigo Live. Instant access to consumers. Speed of response to business questions. Incredible depth on behaviour, lifestyle, needs and thoughts of consumers. Collaboration with consumers. An online qualitative community of targeted consumers. It runs continuously with virtually no lead time to initiate a topic or a question. It provides forums, chat, blog, and multimedia capabilities. It establishes a communications architecture for your brand and strategic partners to interact with each other and the consumer.

58 Why create an online brand research community? To create. To innovate. To communicate. To inspire consumers at all touch-points. Test and measure promo activity Develop and assess new products Develop and test communications Foster brand engagement Generate ideas and concepts Develop websites Measure usage and attitudes Generate PR e.g. brand stories

59 Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey. Time to listen and engage. Social networks win. Blogs and forums decline. Youth saturated But mobile will grow 35+ And online journey changes Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. In home Excessive Infotainment Are you part of the dialogue?

60 So what? Top 10 Local for news Local for entertainment Global for search Global for social network Global for video

61 Younger generation tend to social, while older online population tending to news. We measure sites visited within past 4 weeks Top ten websites Website Total Google a 57% 60% 54% 56% 52% Zing b 49% 79% 32% 14% 10% Yahoo c 28% 34% 28% 21% 14% Facebook.com 19% 32% 13% 4% 2% Dantri.com.vn 19% 15% 22% 21% 20% Vnexpress.net 18% 12% 24% 20% 17% 24h.com.vn 16% 13% 20% 16% 13% Youtube.com 12% 18% 9% 4% 5% Nhaccuatui.com 10% 15% 8% 5% 3% Tuoitre.com.vn 10% 6% 10% 16% 23% Source: Cimigo NetCitizens

62 Global brands are on the way up. We measure sites visited within past 4 weeks Top ten websites Website Google a % 57% Zing b % 49% Yahoo c % 28% Facebook.com % 19% Dantri.com.vn % 19% Vnexpress.net % 18% 24h.com.vn % 16% Youtube.com % 12% Nhaccuatui.com % 10% Tuoitre.com.vn % 10% Source: Cimigo NetCitizens

63 Beyond men, metro and premium consumers. Local for news, entertainment Global for search, social network, video. Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey. Time to listen and engage. Social networks win. Blogs and forums decline. Youth saturated But mobile will grow 35+ And online journey changes Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase. In home Excessive Infotainment Are you part of the dialogue?

64 TheVoice of the Customer Visit to download this presentation

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