Just how connected are Vietnamese consumers?

Transcription

1 Just how connected are Vietnamese consumers? Online, on mobile and through social networks. October

2 Richard Burrage, Managing Partner, Cimigo Richard Burrage has twenty three years of experience in market research and strategic consulting. Richard has worked across Asia Pacific consulting across a range of industries and business issues. Richard has spent the last eighteen years in Vietnam assisting in the development and building of numerous brands to achieve leadership positions. Richard is a UK national and resides in HCMC with his Vietnamese wife and their children. Richard founded Cimigo in 2003 and today has offices across seven countries in Asia. 2

3 Cimigo for agile action-oriented results... At Cimigo we aim to be the voice of the customer. Our goal is to put the voice of the customer into your boardroom to be at the heart of your decision-making process. To achieve this, we pursue three A s: Agile: Informed decisions are better than uninformed ones. Decisions need timely data and that requires agile deployment. Advanced: Research technology has caught up with business needs. We deploy advanced data-collection and analytical tools to capture the true voice and get that information to you quickly. Asian Focused: We re not a global company and that is our critical advantage. All of our solutions have been designed in Asia for Asiafocused research. Our solutions capture all of these elements to deliver metrics when you need them and where you need them. 3

4 From seven main cities in Vietnam 4

5 Cimigo s extensive set of resources and expertise Full-time staff 45 Consultants 12 Qualitative Specialists 5 Call Centres Online Panels Face-to-face 650 Fieldworkers put the consumer into the boardroom to deliver consumer-rooted growth 5

6 Cimigo delivers a full range of services to ensure your business remains connected to your consumers 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 6

7 Technology enabled for better customer engagement Eye tracking On mobile Online communities Emotive facial Coding (online) Online TV ad testing Social media analytics Online panels Dashboards 7

8 All digital data collection 7 offices nationally 600 strong tablet armed field force 40,000 online active panel members 40 CATI stations 400 m sq. CLT space 4 group rooms Cimigo OnMobile native app Cimigo MROC community platform Cimigo is the leading independent data collection agency in Vietnam. Cimigo has interviewed 950,000 consumers, 700,000 retailers and 30,000 healthcare professionals in the past 24 months. Let us bring our unrivalled resources to bear on your projects in Vietnam. 8

9 Just how connected are Vietnamese consumers? Online, on mobile and through social networks. October

10 Users (million) Users in % of population million online in Vietnam More users than Australia & NZ population! Viet Nam internet users % 44% 45% % 35% 35% 40% 35% % 18% 21% 24% 26% 30% 25% 20% 15% % 8% 10% 5% Users (million) Penetration Source: and 0% 10

11 2013 study of 5,800 people 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 11

12 More online than not - at 58% of urban Vietnam 12

13 From wet-market shopper to credit-card holder, the majority of your customers are likely to be online... Base: Urban users of stated category 13

14 Key decision makers for household brand-purchases are predominantly online... Base: Urban Key Decision Maker/Influencer for household purchase of stated category 14

15 Consumers are probably looking for you now... 75% say the internet helps them find out about new products Base: Urban online consumers 15

16 Consumers are online every day of the week and they are not quiet... 67% every day 130 Minutes per Day! 48% chatting weekly 45% socially networked Base: Urban online consumers 16

17 18% use online banking All account holders 30% 15% 30% 24% Least satisfied Most satisfied Cimigo Bank Customer Experience Study 2014 N=3,119 17

18 Top 10 Local for news Local for entertainment Global for search Global for social network Global for video 18

19 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 19

20 Managed online panellists for rapid surveys 20

21 Explosive social network growth October

22 Vietnam s explosive social network growth TOP ACTIVE SOCIAL PLATFORMS Facebook 22% FB messenger 15% Google+ 14% Skype Viber Twitter 8% 9% 13% Instagram growing with year olds rapidly Pinterest 5% Linkedin Instagram 5% 5% Social Network Badoo 4% Messenger/ Chat/ App/ Voip2 Source: wearesocial, Q1/

23 Top 3 Instagram users (by followers) in Vietnam 23

24 Millions 31.3 million active Facebook users (3/2015) NUMBER OF FACEBOOK USERS FROM 2011 TO Feb-11 Oct-12 Aug-13 Dec-14 Mar-15 Number of Facebook users is increasing as 22 times over 5 years Source: Moore report 24

25 Facebook active user profiles AGE & GENDER DISTRIBUTION IN VIETNAM Source: Facebook, 1/10/

26 20 most followed Facebook pages as of today Source: socialbakers, 1/10/

27 20 most followed Facebook pages as of today Facebook stats - Brands in Vietnam Source: socialbakers, 1/10/

28 Cimigo online research communities 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. 28

29 Cimigo social media insights We scrape everything We human code We interpret 29

30 On Mobile October

31 There is a mobile revolution going on... 91% have accessed the internet via mobile phone Base: Urban online consumers 31

32 Smart phones propel connectivity Dominate frequency but not yet total traffic million handsets 18% Smart US$675Mn YTD October million smart phones 20%* of traffic is now mobile (v. 6% in 2013) *Ambient Digital Group 32

33 Native mobile apps are the true force Google Play TOP APP CHARTS IN VIETNAM ios Communication Social Network Music Finance Photography Media & Video Tool Browser Game Education Utilities Theme TV online Casino Source: AppAnnie (1/10/2015) 33

34 Native mobile apps are the true force TOP VIETNAMESE APPS DOWNLOADED ON APPOTA PLATFORM Games Music Entertainment Source: Appota, Q2/

35 This is why Cimigo engages with consumers OnMobile 35

36 Vietnam s chat app Zalo Vietnam s chat app Zalo challenges Facebook with 30 million registered users Source: TechinAsia 36

37 Zalo & Viber the most popular chat apps in Vietnam 30 million users 23 million users Source: VNG, Viber, Q2/

38 On Video meets Mobile October

39 Top 15 YouTubers in Vietnam by most viewed Local channel/content driven on a global platform Music Comedy Entertainment Film Games News Source: Socialblade, 1/10/

40 OnMobile and video communications converge 23% have watched videos OnMobile. YoY growth of 50%. Ambient Digital Group 40

41 Video streaming mobile app revenue growth Local content drives app preferences. Source:

42 What next? October

43 Are you remotely ready Online journey changes mobile users leap forward. Mobile will grow 35 year +, drive penetration is smaller cities and rural. These users will leapfrog the PC journey. 2. Watch for the increased convergence of video on mobile for branded communications. 3. Time to listen and engage. Social networks win. Blogs and forums died. 4. Messaging apps become omnipresent marketing tools. 5. Mobile enters path to purchase: Reward, geo-locate, knowledge, attract. How to get app real estate? 6. In home excessive infotainment. Are you part of the dialogue? 7. Local for news, entertainment. Global for search, social network, video. The latter is local channel/content driven on a global platform. Which will become the Vietnamese video streaming app of choice? 43

44 Questions worth asking for Is your communication & brand engagement strategy taking online sufficiently into account? 2. Are your online assets currently building brand and product understanding effectively? 3. Are your online assets suited to the mobile revolution and are they easy to use via tablet or phone? 4. Are you using video on mobile effectively? 5. Have you considered a POS online strategy to help consumers make their choice, e.g. with QR codes? 6. Do you sufficiently understand how consumers are using the internet to engage with your brand? 44

45 Cimigo for Brand Value And for stronger consumer engagement & intelligence. 45