1. Why do we nowadays
change promotion’s tools
from traditional to digital?
Febuary, 2014

2. What is traditional tools?
 Television
 Newspaper
 Magazine
 radio

3. What is digital tools?
 Internet
 Social network
 Email
 Mobile
 Online Video

4. Traditional MKT and Digital MKT
Traditional MKT
Digital MKT
Cost
More costly
Save cost
Measurable
It is hard to measure
results
The results are much
easier to measure
Interactive
There is no way to
interact with the
audience.
People can easily
interact with brand
through Digital
Reachable
Traditional marketing is
reaching only a local
audience
Digital campaign can
reach an infinite
audience

5. Digital save cost
Source: Huspost

6. Why do we need to change into Internet?
 The landscape is changing fast. Percentage of people watching TV, reading
magazine and newspaper decrease significantly. On the other hand, there are more
and more people using internet (increase 24% in 4 years).
88% 88%
86%
73%
67%
67%
63%
55%
51%
45%
40%
39%
34%
36%
11%
7%
5%
15%
12%
11%
14%
11%
6%
21%
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
2008
2010
2012

7. Why do we need to change into Internet?
 Although time spent watching TV is decreasing, people increasingly watch TV online
and/or on mobile device.
 In 2012 19% of urban adults has watched LIVE TV online, (15% in 2010). These people
mostly watch on the internet (16%), followed by on mobile phones (4%), and on iPad/
Tablet (1%).
140
134
Average Minutes Spent Per Day
124
74
32
All Television
34
44
39
Newspaper
17
22
16
14
Magazine
2008
2010
13
16
Radio
2012
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Internet
84

8. Why do we need to change into Internet?
 63% of all adults has used the internet in the last 3 months. These adults go
online 26 times a month and on an average day they spend 134 minutes
online.
Internet penetration
100
90
80
70
60
50
40
30
20
10
0
84
63
80
72
47
All M 16- F 16- M 25- F 25adults 24
24
34
44
Source: 3D 2012
Base: 1,790 urban adults who use internet, of who 1,253 social network

9. Why do we need to change into Internet?
 The increase in time spent online compared with time spent watching TV is
most visible amongst Men 25-34
M 16-24
130 135 126
117
147
127
85
F 16-24
137
126
102 104
2008
63
2010
2012
TV
Internet
-4min
+42min
134
M 25-34
118 113
TV
-21min
146
103
Internet
+41min
F 25-44
136 129
81
45
22
Source: 3D 2012 (3,010), 2010
(2,924), 2008 (2,969) urban
adults aged 15-45
TV
-21min
Internet
+58min
TV
-17min
42
57
Internet
+35min

10. Why do we need to change into Internet?
“TV commercials
provide truthful
information”
“I trust TV news to
report accurately”
“I trust newspapers to
report accurately”
2012
41
2010
Changing attitudes towards media and
advertisement:
48
2008
50
2012
2010
57
2008
62
2012
47
2010
55
2012
43
2010
49
2008
61
2012
“I have less and less
trust in companies
and brands”
 Urban adults don’t just believe what they
are being told anymore.
 The number of people who like TV
advertising has dropped significantly
51
2008
“I like watching TV
advertising”
 The last 5 years show a downward trend in
trust in advertisement and traditional media
49
60
2010
54
2008
53
0
20
40
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
60
80

11. Internet Users’s
Behavior

12. Internet Users’s
Behavior

13. Internet Users’s
Behavior

14. Internet Users’s
Behavior

15. Why do we need to change into Social Network?
Social network
penetration
80
70
60
50
40
30
20
10
0
72
 The decreasing trust in traditional
media goes alongside an upward
trend in online media
38
20
2008
2010
2012
Vietnamese people are curious and they actively look for information themselves.
Social media serves as an expansion of WOM: People share opinions, ask questions
and so they look for their own truth, not the truth of the advertiser.
Source: 3D 2012
Base: 3,010 urban adults aged 15-45, of who 1,790 use internet

16. Why do we need to change into Social Network?
70
60
Time of day usually go online
 20pm-24pm is the time people
go online the most
50
40
37
30
20
23
10
0
Source: 3D 2012
Base: 3,010 urban adults aged 15-45, of who 1,790 use internet

17. Why do we need to change into Social Network?
 72% of online adults has a social network. On average, these people visit
their social network(s) 27 times a month.
Social Network penetration
100
90
80
70
60
50
40
30
20
10
0
72
79
84
68
62
All
M 16- F 16-24 M 25- F 25-44
adults 24
34

18. Social Network
users’s behavior

19. Social Network
users’s behavior

20. Social Network
users’s behavior

21. Social Network
users’s behavior

22. Social Network
users’s behavior

23. Why do we need to change into Mobile?
Mobile internet penetration
100
90
80
70
60
50
59
51
 51% of the online adults use mobile
internet, with an average of 27 times
a month.
61
52
44
40
30
20
10
0
All M 16-24 F 16-24 M 25-34 F 25-44
adults
Source: 3D 2012
Base: 1,790 urban adults who use internet, of who 996 use mobile internet

24. Why do we need to change into Mobile?
50
Time of day use mobile internet
 Using mobile internet is quite spread over
the day, which is the convenience of
going online on your phone
40
30
20
22
30
 20pm-24am is still time with the most
traffic
10
0
Source: 3D 2012
Base: 1,790 urban adults who use internet, of who 996 use mobile internet

25. Why do we need to change into Mobile?
How usually listen to the radio
 Radio is consumed through mobile
phones the most (46%)
4% 3%
14%
 32% of the urban adults has listened
to the radio in the last month. These
adults listen to the radio 20 times a
month, for an average of 50 minutes.
46%
16%
18%
Radio stations listened to in
last 7 days
By mobile phone
On a radio cassette
Through a radio set
Via public loudspeakers
In car/ taxi
On the internet
Source: 3D 2012
Base: 1,790 urban adults who use
internet, of who 996 use mobile internet
Hanoi
Radio stations listened to in
last 7 days
HCMC
VOV Giao Thong
50%
VOV Giao Thong
66%
VOV1
38%
Voice of HCM
48%
Voice of Ha Noi
27%
Voice of Binh Duong
33%
VOV3
19%
Xone FM
17%
Xone FM
8%
VOV1
16%

26. Why do we need to change into Mobile?

27. Why do we need to change into Mobile?

28. Why do we need to change into Mobile?

29. Why do we need to change into Mobile?

30. Why do we need change to online video?

31. Why do we need change to online video?

32. Why do we need change to online video?

33. Why do we need change to online video?

34. Why do we need change to online video?

35. Appendix 1
Newspaper and Magazine Reading Behavior
90
80
 More females than males read hard copy
newspapers, whereas males are more likely to read a
newspaper website than females.
80
70
60
56
 Reading the news via app’s is still very low amongst
Vietnamese adults. Males, and especially young males, are
more likely to use newspaper apps.
50
40
30
20
10
5
2
2
2
2
0
A hard copy Newspaper Smartphone iPad/tablet Shared links
website
app
app
All adults
Source: 3D 2012
M16-24
F16-24
M25-34
Base: 2,118 urban adults who read/buy newspapers
Email
bulletins
F25-44
Other

36. Appendix 1
Newspaper and Magazine Reading Behavior
100
90
80
 More females than males read hard copy
magazines, especially the 25-45 females. Males are more
likely to read a magazine online than females.
82
70
60
48
50
 Reading magazines via app’s is still low, but there is a skew
towards the young females and males.
40
30
20
7
10
0
A hard copy
Magazine website Smartphone app
All adults
Source: 3D 2012
M16-24
3
2
F16-24
iPad/tablet app
M25-34
Base: 898 urban adults who read/buy magazines
F25-44
Other

37. Appendix 2
Age range and
users’s behavior

38. Appendix 2
Age range and
users’s behavior

39. Appendix 2
Age range and
users’s behavior

40. Think
Mobile
Think
Social
Don’t think
in boxes!