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Cimigo net citizens-2012
The Voice of the Consumer



Part   1.
From                             Cimigo



    India Hong Kong
IndonesiaVietnam
 ChinaSingaporePhilippines




Our 300 professionals advise companies that reach
         3 billion consumers
Our services fall into two areas
  1. Consulting Services
     Motivational research         Market tracking
Market scoping and segmentation Product optimisation
        Concept testing              Brand equity
  New product development      Touch point management
       Brand positioning           Customer loyalty




 2. Research Services
         Ethnography           Telephone interviewing
    Accompanied shopping          Street intercepts
     In-depth interviewing        Mystery shopping
         Focus groups              On line surveys
           Vox pops             Social media tracking
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: www.cimigo.vn

                                              5
NetCitizens 2012


Part   2.
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
15 – 64 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
Across 12 cities.

    Metro            Tier 1       Tier 2
    Ha Noi         Hai Phong   Thai Nguyen
Ho Chi Minh City    Da Nang     Thanh Hoa
                   Nha Trang    Quy Nhon
                    Can Tho      An Giang
                                 Dong Nai
                                 Vung Tau
Continued growth.
                          More users than Australia & NZ population!
                                                Viet Nam internet users
                     40                                                                                          40%
                                                                                                         35%
                     35                                                                                          35%
                                                                                                31%
                     30                                                                                          30%




                                                                                                          30.8
                                                                                        26%




                                                                                                                       Users in % of population
                                                                          24%




                                                                                                 26.8
                     25                                                                                          25%
   Users (million)




                                                               21%




                                                                                        22.5
                     20                             18%                                                          20%




                                                                            20.8
                                                                   17.7
                     15                 13%                                                                      15%
                                                     14.7



                     10          8%                                                                              10%
                                         10.7




                          4%
                     5                                                                                           5%
                                  6.3
                           3.1




                     0                                                                                           0%
                          2003   2004   2005       2006        2007       2008      2009        2010    2011
                                                 Users (million)          Penetration
                                                                                               Source: www.vnnic.vn
So what?


Part   3.
Beyond men, metro and premium consumers.
                    Local for news,     Mobile users leap
                    entertainment            forward
                   Global for search,   Lesser cities and
                    social network,        rural users
                         video.         will leapfrog the
                                          PC journey .


   Time to listen and                                   Youth saturated
        engage.                                          But mobile will
    Social networks                                         grow 35+
          win.                                             And online
   Blogs and forums                                    journey changes…
        decline.


                     Mobile ease              In home
                       Reward,               Excessive
                     geolocation,          Infotainment
                  knowledge, attract      Are you part of
                  Mobile enters path       the dialogue?
                     to purchase.
So what?


Beyond men, metro and
premium consumers
More online than not at 58%.
50% of women vs. 66% of men.
Viable beyond AB.
                     SEC of internet users
                 2010       2011     SEC % of Total Pop.
                                                                      100%

                     78%
               72%                                                    80%
                           63% 63%
     56% 58%                                                          60%
                                     47% 48%
                                                                      40%
                                                 29% 27%

                            28%        27%         28%                20%
                                                           9% 11%
                12%
                                                            7%        0%
      Total     SEC A       SEC B     SEC C        SEC D   SEC E




                                                           Source: Cimigo NetCitizens
Viable beyond metro.


                           Internet penetration by region
                                                56%
       All cities
                                                 58%




                                                    58%
      Metro VN
                                                       62%

                                                57%
    Tier 1 Cities
                                                 58%

                                            49%
    Tier 2 Cities
                                              52%

                    0%   20%      40%           60%               80%             100%
                                     2010        2011

                                                             Source: Cimigo NetCitizens
Beyond men, metro and premium consumers.
                    Local for news,     Mobile users leap
                    entertainment            forward
                   Global for search,   Lesser cities and
                    social network,        rural users
                         video.         will leapfrog the
                                          PC journey .


   Time to listen and                                   Youth saturated
        engage.                                          But mobile will
    Social networks                                         grow 35+
          win.                                             And online
   Blogs and forums                                    journey changes…
        decline.


                     Mobile ease              In home
                       Reward,               Excessive
                     geolocation,          Infotainment
                  knowledge, attract      Are you part of
                  Mobile enters path       the dialogue?
                     to purchase.
So what?


Mobile users leap forward
Lesser cities and rural users
will leapfrog the PC journey
Smaller screens and access on the go
                                       Mobile will change online journey.
                                  Devices used for connecting online

                                                                                 84%
    From a desktop computer
                                                                              81%

                                                         38%                                  2010
     From a laptop computer
                                                               47%
                                                                                              2011

       Via any mobile phone                       27%
      (smart phone or other)                                         56%


     Tablet device (e.g. i-pad,
              galaxy)                  4%

                                  0%        20%         40%          60%   80%         100%

                                                                             Source: Cimigo NetCitizens
Strong growth in internet access via mobile phones in
tier 2 urban centres.

                                                 Devices used for connecting online
                                                               Tier 2             Tier 1         Metro VN

                                                                                                                 81
          From a desktop computer                                                                                 82
                                                                                                                 81
                                                                             38
            From a laptop computer                                                   46
                                                                                           54

            Via mobile phone (non-                                         33
                                                                             37
                 smartphone)                                          28
                                                                 23
                     Via smartphone                  12
                                                                        29
                                             2
    Tablet device (e.g. i-pad, galaxy)       2
                                                 7

                                         0                20                 40             60              80         100

                                                                                                     Source: Cimigo NetCitizens
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
                                 Metro VN          Tier 1        Tier 2
   100
             81
    80

    60

    40                             35                       34
                        29                    30
                                                                                           18
    20                                                                13       15


    0
         At home   At work   Wherever I Wherever I At Internet At college At someone On mobile
                              HAVE      find a wifi  Shop /    or school else's home phone
                             3G/GPRS connection Cyber Café

                                                                           Source: Cimigo NetCitizens
Beyond men, metro and premium consumers.
                    Local for news,     Mobile users leap
                    entertainment            forward
                   Global for search,   Lesser cities and
                    social network,        rural users
                         video.         will leapfrog the
                                          PC journey .


   Time to listen and                                   Youth saturated
        engage.                                          But mobile will
    Social networks                                         grow 35+
          win.                                             And online
   Blogs and forums                                    journey changes…
        decline.


                     Mobile ease              In home
                       Reward,               Excessive
                     geolocation,          Infotainment
                  knowledge, attract      Are you part of
                  Mobile enters path       the dialogue?
                     to purchase.
So what?


Youth saturated
But mobile will grow 35+
And the online journey changes…
Significant reach for under 35.
                                                      How will 35+ grow?

                 Age of internet users
                       95% 95%                                              100%


                                                                            80%
                                  67% 70%
      56% 58%                                                               60%


                                                32% 35%                     40%


                                                      22%     18% 18%       20%
                           20%          19%
                                                                    11%
                                                                            0%
       Total       Age 15-24      Age 25-34    Age 35-49      Age 50-64
                2010       2011      Age % of Total Pop.


                                                            Source: Cimigo NetCitizens
50% increase in mobile internet usage amongst 35-49 y.o.
                             Mobile supports 35+ online journey.

                               Age of mobile internet users
                Total                          38%
                                                       48%




      15-24 year olds                                  47%
                                                                59%

      25-34 year olds                         37%
                                                       47%

      35-49 year olds                  24%
                                             33%

      50-64 year olds        8%
                               11%

                        0%       20%          40%              60%    80%          100%
                                                2010         2011

                                                                       Source: Cimigo NetCitizens
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.
Beyond men, metro and premium consumers.
                    Local for news,     Mobile users leap
                    entertainment            forward
                   Global for search,   Lesser cities and
                    social network,        rural users
                         video.         will leapfrog the
                                          PC journey .


   Time to listen and                                   Youth saturated
        engage.                                          But mobile will
    Social networks                                         grow 35+
          win.                                             And online
   Blogs and forums                                    journey changes…
        decline.


                     Mobile ease              In home
                       Reward,               Excessive
                     geolocation,          Infotainment
                  knowledge, attract      Are you part of
                  Mobile enters path       the dialogue?
                     to purchase.
So what?

In home
Excessive
Infotainment
Are you part of the dialogue?
It is where consumers are spending time.

            2% 3% 1%
                       4%                                 Everyday




                                       Frequency of Use
                                                          Several times a week

           24%                                            Once a week

                                                          Several times a month
                                 66%
                                                          Once a month

                                                          Less often


    Source: Cimigo NetCitizens




                                 130 Minutes
                                    per Day!
Consumers increasingly spending time online at home.
     Online competing or complementing TV screens?
            Weekday locations for being online
     100%
                                            86%
                                                      At home
                                    81%
                            77%
      80%           73%

            61%                                       At work
      60%


                                                      At internet
      40%                           33%     34%
                            30%                       shopCyber
            26%     27%                               cafe
            29%
      20%           23%             25%     25%       At college or
                            18%                       school
                                    15%     16%

      0%    5%      5%      5%
            2007   2008     2009    2010    2011
                                                   Source: Cimigo NetCitizens
Conducting a myriad of online activities .
                                 Use for news                                                                 95%
                             Use a search site                                                               94%
                            Listening to music                                                     77%
             Research for school/ office work                                               68%
                                     Chatting                                              66%
                                        Email                                             63%
                          Downloading music                                           59%
   Searching information on brands/products                                         55%
                            Watching movies                                     51%
                                                                                          Online information gathering
                     Visiting a social network                                44%
                               Visiting forum                             40%             Online entertainment
  Shopping/visting buy and sell sites/Auctions                          35%
                Playing games on web game *                             35%               Online communication
      Playing games on online applications **                     26%
                                                                                          Blogging and social Networks
                         Downloading movies                      23%
                                Visiting blogs                   22%                      Online business
                           Searching for a job              19%
                             Posting in forum          14%
                                Writing blogs          12%
                                                                                      Source: Cimigo NetCitizens
                                    E-Banking         9%
                                                 0%        20%          40%         60%           80%        100%
A look to our future….
                                    Use for news                                                       94%
                     Use a search site e.g Google                                                          97%
                               Listening to music                                                     91%
                 Research for school/ office work                                              77%
                                         Chatting                                                    88%
                                            Email                                      64%
                             Downloading music                                                 79%
        Searching information on brands/products                                52%
                                Watching movies                                       61%
                         Visiting a social network                                       67%
                                   Visiting forum                              47%
                    Shopping/visting buy and sell …                     34%
                   Playing games on web game *                                 49%
          Playing games on online applications **                        37%
                            Downloading movies                         29%
                                    Visiting blogs                      32%
                              Searching for a job                20%                 25-64 years
                                 Posting in forum                20%                 15-24 years
                                    Writing blogs                20%             Source: Cimigo NetCitizens
                                       E-Banking          5%

                                                     0%        20%      40%      60%         80%      100%
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 schooloffice 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
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
                                   6% 8% 4%      18%
              applications

           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
Online business nascent.
   Businesses need to lead the development of e-commerce.
                    E-commerce and online banking.


  Shopping / visting buy and sell sites                                       24%
                                               5%       11%           8%
              / Auctions




                            E-Banking 1%2% 3%         6%




                                          0%           10%           20%            30%
                                   Everyday         Once a week or more    Once a month or more

                                                                                          Source: Cimigo NetCitizens
Trust remains a barrier to online purchasing.
           Mechanisms for secure online purchasing necessary.

                                             Attitudes to online shopping.


     I can buy a very wide choice
                                                    51%                   21%              27%
      of products on the internet



           I think it is safe to buy
                                            14%         28%                     58%
               products online


                                       0%         20%         40%         60%         80%          100%


                                                   Agree        Neutral         Disagree


                                                                                           Source: Cimigo NetCitizens
3 in 4 online consumers use to find out about new
products and brands.
                                                 Engendering trust remains key.
                                                Online attitudes.
      The internet is an important
         source for news and                             93%                            5%2%
              information


     The internet helps me to find
     out about new products and                    74%                        16%       9%
                brands


           I generally trust the
        information found on the           46%                      31%           24%
                 internet


                                     0%   20%       40%         60%         80%          100%
                                           Agree          Neutral         Disagree

                                                                               Source: Cimigo NetCitizens
The digital world is a real option
       for consumer dialogue
right messages
  right positioning
              and
             building a
                   brand’s
                       value
Managed online panellists for rapid surveys.
300 tests and counting….
Brand tracking that gives you power.
Is your current tracking give you:
Quarterly presentations?
Too late to inform?
Situation past?
                                       Live Data
Hindsight?
                            or        Clear Dashboards
                                     Large Samples
                                         Now
                                      ROI Maximising
                                       Decision Tool
                                      Not A monitor
Beyond men, metro and premium consumers.
                    Local for news,     Mobile users leap
                    entertainment            forward
                   Global for search,   Lesser cities and
                    social network,        rural users
                         video.         will leapfrog the
                                          PC journey .


   Time to listen and                                   Youth saturated
        engage.                                          But mobile will
    Social networks                                         grow 35+
          win.                                             And online
   Blogs and forums                                    journey changes…
        decline.


                     Mobile ease              In home
                       Reward,               Excessive
                     geolocation,          Infotainment
                  knowledge, attract      Are you part of
                  Mobile enters path       the dialogue?
                     to purchase.
So what?

Mobile journey is different
Mobile ease required
Mobile enters path to purchase
Reward, geolocation, knowledge, attract
Increasingly anywhere, anytime.

                     Internet by mobile phone



               38%                                                 Yes
                                                  48%
                                     52%
  62%
                                                                   No



        2010
                                           2011




                                                        Source: Cimigo NetCitizens
Across the country.
  North leading the regions in mobile internet uptake.

                     Regional trends of mobile internet Users
                                   38%
        Total
                                              48%




                                        43%
       North
                                                    55%

                                 34%
      Central
                                           48%

                                  36%
       South
                                         45%

                0%       20%      40%               60%      80%         100%
                                         2010         2011

                                                                   Source: Cimigo NetCitizens
Increasing mobile entertainment consumption.
     Geolocation implications for multiple businesses sectors.

                                               Mobile web activities
                        Use for news                                                      76%
                                                                                                82%
                    Use a search site                                               66%
                                                                                    67%
                   Instant messaging                                 43%
                                                                        48%
             Visiting a social network                         34%
                                                               35%
                   Listening to music                    26%                                          2010
                                                               35%
                                                                                                      2011
                  Downloading Apps                         32%
                                                            34%
   Downloading or uploading pictures                     26%
                                                           30%
               Watching videos/clips          9%
                                                         27%
                Playing online games          8%
                                               10%

                                         0%        20%         40%            60%         80%            100%
                                                                                    Source: Cimigo NetCitizens
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
                                                                           24%
                         out more


          Been in a store and used it to check prices                19%



                        Visiting online shopping sites        11%


                                                         0%         20%                40%

                                                                            Source: Cimigo NetCitizens
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                        51%

         Life or Health
                                            49%
           Insurance

                          0%   20%    40%         60%   80%         100%

                                                         Source: Cimigo NetCitizens
Reward Track
     Bottle
Redemption              Membership Tiers
Points Exclusive Networks Loyalty

Geolocation
foursquare On Trade Promotions
 HORECA
       Alerts Concierge
Knowledge
Brand Heritage News Positioning
 USP Events Launches

Attract
Social Media   Buzz Dialogue
 WoMOnline Ordering
Beyond men, metro and premium consumers.
                    Local for news,     Mobile users leap
                    entertainment            forward
                   Global for search,   Lesser cities and
                    social network,        rural users
                         video.         will leapfrog the
                                          PC journey .


   Time to listen and                                   Youth saturated
        engage.                                          But mobile will
    Social networks                                         grow 35+
          win.                                             And online
   Blogs and forums                                    journey changes…
        decline.


                     Mobile ease              In home
                       Reward,               Excessive
                     geolocation,          Infotainment
                  knowledge, attract      Are you part of
                  Mobile enters path       the dialogue?
                     to purchase.
So what?


Time to listen and engage
Social networks win
Blogs and forums decline
Social networks grow at expense of blogs and forums
      Consumers consolidating expression in social networks

           Metro online communication trends
    100%
                                               Visiting social
                                               network
     80%
                                               Visiting forum

     60%
                         51%         51%       Visiting blogs
             47%
                         41%           46%
             39%
     40%     41%                               Posting in forum
                         35%
                         21%
     20%     16%                     17%
                                     23%       Writing blogs
                         22%
             20%
                                     11%
     0%
            2009        2010         2011

                                                 Source: Cimigo NetCitizens
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% 2% 6%
                               3%

                                0%                    20%                     40%                    60%
                          Everyday              Once a week or more           Once a month or more


                                                                                        Source: Cimigo NetCitizens
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      Our team of analysts refine the   After all this work we have amazing
 management and scraping           content of the search. We         insights into what people are
 technologies, we scan and         perform sentiment analysis and    saying about you and your
 collect content from blogs,       tag the data with source          competitors. We then provide all
 microblogs, trade publications,   information about the posters,    this information to you on an
 forums, industry, geographic      where they made comments,         online dashboard. We update it
 and demographic sources.          where they live, how old they     daily so you can track the buzz and
                                   are – we can understand a lot     engage with your customers.
                                   about the people who are taking
                                   about you. The data is QA’d for
                                   precision and reach.
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
Online consumers are networked & social.
Member of social network                     Popular social networks
        Yes   No
                                                                     47%
                                Facebook                                     67%
                                                                              70%

                   44%                            6%                                   2009
  56%                            Zing Me                19%
                                                                                       2010
                                                         20%
                                                                                       2011
                                                      11%
                           Yahoo 360 Plus             12%
                                                 2%


                                  Twitter
                                             1%

                                            0%         20%     40%     60%       80%      100%




                                                                 Source: Cimigo NetCitizens
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.
Why create an online brand research community?
  To create. To innovate. To communicate. To inspire consumers at all touch-points.


                                 Develop and assess
                                   new products
       Test and measure                                         Develop and test
         promo activity                                         communications



         Foster brand                                           Generate ideas
         engagement                                              and concepts



                                                                  Generate PR
       Develop websites
                                                                e.g. brand stories
                                    Measure usage
                                    and attitudes
Beyond men, metro and premium consumers.
                    Local for news,     Mobile users leap
                    entertainment            forward
                   Global for search,   Lesser cities and
                    social network,        rural users
                         video.         will leapfrog the
                                          PC journey .


   Time to listen and                                   Youth saturated
        engage.                                          But mobile will
    Social networks                                         grow 35+
          win.                                             And online
   Blogs and forums                                    journey changes…
        decline.


                     Mobile ease              In home
                       Reward,               Excessive
                     geolocation,          Infotainment
                  knowledge, attract      Are you part of
                  Mobile enters path       the dialogue?
                     to purchase.
So what?
Top 10
Local for news
Local for entertainment
Global for search
Global for social network
Global for video
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   15-24   25-34   35-49        50-64
       Googlea                57%     60%     54%     56%           52%
       Zingb                  49%     79%     32%     14%           10%
       Yahooc                 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
Global brands are on the way up.
                  We measure sites visited within past 4 weeks

                         Top ten websites

        Website            2011     2012    2011      2012
        Googlea               1        1    48%        57%
        Zingb                 2        2    33%        49%
        Yahooc                4        3    20%        28%
        Facebook.com          6        4    13%        19%
        Dantri.com.vn         3        5    21%        19%
        Vnexpress.net         5        6    18%        18%
        24h.com.vn            7        7    11%        16%
        Youtube.com          10        8     6%        12%
        Nhaccuatui.com        8        9    10%        10%
        Tuoitre.com.vn        9       10     9%        10%


                                                   Source: Cimigo NetCitizens
Beyond men, metro and premium consumers.
                    Local for news,     Mobile users leap
                    entertainment            forward
                   Global for search,   Lesser cities and
                    social network,        rural users
                         video.         will leapfrog the
                                          PC journey .


   Time to listen and                                   Youth saturated
        engage.                                          But mobile will
    Social networks                                         grow 35+
          win.                                             And online
   Blogs and forums                                    journey changes…
        decline.


                     Mobile ease              In home
                       Reward,               Excessive
                     geolocation,          Infotainment
                  knowledge, attract      Are you part of
                  Mobile enters path       the dialogue?
                     to purchase.
The Voice of the Customer

     www.cimigo.vn
 Visit to download this presentation
Cimigo net citizens-2012

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Cimigo net citizens-2012

  • 2. The Voice of the Consumer Part 1.
  • 3. From Cimigo India Hong Kong IndonesiaVietnam ChinaSingaporePhilippines Our 300 professionals advise companies that reach 3 billion consumers
  • 4. Our services fall into two areas 1. Consulting Services Motivational research Market tracking Market scoping and segmentation Product optimisation Concept testing Brand equity New product development Touch point management Brand positioning Customer loyalty 2. Research Services Ethnography Telephone interviewing Accompanied shopping Street intercepts In-depth interviewing Mystery shopping Focus groups On line surveys Vox pops 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: www.cimigo.vn 5
  • 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 15 – 64 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 Tier 1 Tier 2 Ha Noi Hai Phong Thai Nguyen Ho Chi Minh City Da Nang Thanh Hoa Nha Trang Quy Nhon Can Tho An Giang Dong Nai Vung Tau
  • 9. Continued growth. More users than Australia & NZ population! Viet Nam internet users 40 40% 35% 35 35% 31% 30 30% 30.8 26% Users in % of population 24% 26.8 25 25% Users (million) 21% 22.5 20 18% 20% 20.8 17.7 15 13% 15% 14.7 10 8% 10% 10.7 4% 5 5% 6.3 3.1 0 0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 Users (million) Penetration Source: www.vnnic.vn
  • 11. Beyond men, metro and premium consumers. Local for news, Mobile users leap entertainment forward Global for search, Lesser cities and social network, rural users video. will leapfrog the PC journey . Time to listen and Youth saturated engage. But mobile will Social networks grow 35+ win. And online Blogs and forums journey changes… decline. Mobile ease In home Reward, Excessive geolocation, Infotainment knowledge, attract Are you part of Mobile enters path the dialogue? to purchase.
  • 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 2010 2011 SEC % of Total Pop. 100% 78% 72% 80% 63% 63% 56% 58% 60% 47% 48% 40% 29% 27% 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 56% All cities 58% 58% Metro VN 62% 57% Tier 1 Cities 58% 49% Tier 2 Cities 52% 0% 20% 40% 60% 80% 100% 2010 2011 Source: Cimigo NetCitizens
  • 17. Beyond men, metro and premium consumers. Local for news, Mobile users leap entertainment forward Global for search, Lesser cities and social network, rural users video. will leapfrog the PC journey . Time to listen and Youth saturated engage. But mobile will Social networks grow 35+ win. And online Blogs and forums journey changes… decline. Mobile ease In home Reward, Excessive geolocation, Infotainment knowledge, attract Are you part of Mobile enters path the dialogue? to purchase.
  • 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 84% From a desktop computer 81% 38% 2010 From a laptop computer 47% 2011 Via any mobile phone 27% (smart phone or other) 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 81 From a desktop computer 82 81 38 From a laptop computer 46 54 Via mobile phone (non- 33 37 smartphone) 28 23 Via smartphone 12 29 2 Tablet device (e.g. i-pad, galaxy) 2 7 0 20 40 60 80 100 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 Metro VN Tier 1 Tier 2 100 81 80 60 40 35 34 29 30 18 20 13 15 0 At home At work Wherever I Wherever I At Internet At college At someone On mobile HAVE find a wifi Shop / or school else's home phone 3G/GPRS connection Cyber Café Source: Cimigo NetCitizens
  • 22. Beyond men, metro and premium consumers. Local for news, Mobile users leap entertainment forward Global for search, Lesser cities and social network, rural users video. will leapfrog the PC journey . Time to listen and Youth saturated engage. But mobile will Social networks grow 35+ win. And online Blogs and forums journey changes… decline. Mobile ease In home Reward, Excessive geolocation, Infotainment knowledge, attract Are you part of Mobile enters path the dialogue? to purchase.
  • 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% 80% 67% 70% 56% 58% 60% 32% 35% 40% 22% 18% 18% 20% 20% 19% 11% 0% Total Age 15-24 Age 25-34 Age 35-49 Age 50-64 2010 2011 Age % of Total Pop. Source: Cimigo NetCitizens
  • 25. 50% increase in mobile internet usage amongst 35-49 y.o. Mobile supports 35+ online journey. Age of mobile internet users Total 38% 48% 15-24 year olds 47% 59% 25-34 year olds 37% 47% 35-49 year olds 24% 33% 50-64 year olds 8% 11% 0% 20% 40% 60% 80% 100% 2010 2011 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, Mobile users leap entertainment forward Global for search, Lesser cities and social network, rural users video. will leapfrog the PC journey . Time to listen and Youth saturated engage. But mobile will Social networks grow 35+ win. And online Blogs and forums journey changes… decline. Mobile ease In home Reward, Excessive geolocation, Infotainment knowledge, attract Are you part of Mobile enters path the dialogue? to purchase.
  • 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 Frequency of Use Several times a week 24% Once a week Several times a month 66% Once a month Less often Source: Cimigo NetCitizens 130 Minutes per Day!
  • 30. Consumers increasingly spending time online at home. Online competing or complementing TV screens? Weekday locations for being online 100% 86% At home 81% 77% 80% 73% 61% At work 60% At internet 40% 33% 34% 30% shopCyber 26% 27% cafe 29% 20% 23% 25% 25% At college or 18% school 15% 16% 0% 5% 5% 5% 2007 2008 2009 2010 2011 Source: Cimigo NetCitizens
  • 31. Conducting a myriad of online activities . Use for news 95% Use a search site 94% Listening to music 77% Research for school/ office work 68% Chatting 66% Email 63% Downloading music 59% Searching information on brands/products 55% Watching movies 51% Online information gathering Visiting a social network 44% Visiting forum 40% Online entertainment Shopping/visting buy and sell sites/Auctions 35% Playing games on web game * 35% Online communication Playing games on online applications ** 26% Blogging and social Networks Downloading movies 23% Visiting blogs 22% Online business Searching for a job 19% Posting in forum 14% Writing blogs 12% Source: Cimigo NetCitizens E-Banking 9% 0% 20% 40% 60% 80% 100%
  • 32. A look to our future…. Use for news 94% Use a search site e.g Google 97% Listening to music 91% Research for school/ office work 77% Chatting 88% Email 64% Downloading music 79% Searching information on brands/products 52% Watching movies 61% Visiting a social network 67% Visiting forum 47% Shopping/visting buy and sell … 34% Playing games on web game * 49% Playing games on online applications ** 37% Downloading movies 29% Visiting blogs 32% Searching for a job 20% 25-64 years Posting in forum 20% 15-24 years Writing blogs 20% Source: Cimigo NetCitizens E-Banking 5% 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 schooloffice 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 6% 8% 4% 18% applications 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 24% 5% 11% 8% / Auctions 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 51% 21% 27% of products on the internet I think it is safe to buy 14% 28% 58% products online 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. Engendering trust remains key. Online attitudes. The internet is an important source for news and 93% 5%2% information The internet helps me to find out about new products and 74% 16% 9% brands I generally trust the information found on the 46% 31% 24% internet 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? Live Data Hindsight? or Clear Dashboards Large Samples Now ROI Maximising Decision Tool Not A monitor
  • 42. Beyond men, metro and premium consumers. Local for news, Mobile users leap entertainment forward Global for search, Lesser cities and social network, rural users video. will leapfrog the PC journey . Time to listen and Youth saturated engage. But mobile will Social networks grow 35+ win. And online Blogs and forums journey changes… decline. Mobile ease In home Reward, Excessive geolocation, Infotainment knowledge, attract Are you part of Mobile enters path the dialogue? to purchase.
  • 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 38% Yes 48% 52% 62% No 2010 2011 Source: Cimigo NetCitizens
  • 45. Across the country. North leading the regions in mobile internet uptake. Regional trends of mobile internet Users 38% Total 48% 43% North 55% 34% Central 48% 36% South 45% 0% 20% 40% 60% 80% 100% 2010 2011 Source: Cimigo NetCitizens
  • 46. Increasing mobile entertainment consumption. Geolocation implications for multiple businesses sectors. Mobile web activities Use for news 76% 82% Use a search site 66% 67% Instant messaging 43% 48% Visiting a social network 34% 35% Listening to music 26% 2010 35% 2011 Downloading Apps 32% 34% Downloading or uploading pictures 26% 30% Watching videos/clips 9% 27% Playing online games 8% 10% 0% 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 24% out more 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 51% Life or Health 49% Insurance 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens
  • 49. Reward Track Bottle Redemption Membership Tiers Points Exclusive Networks Loyalty Geolocation foursquare On Trade Promotions HORECA Alerts Concierge Knowledge Brand Heritage News Positioning USP Events Launches Attract Social Media Buzz Dialogue WoMOnline Ordering
  • 50. Beyond men, metro and premium consumers. Local for news, Mobile users leap entertainment forward Global for search, Lesser cities and social network, rural users video. will leapfrog the PC journey . Time to listen and Youth saturated engage. But mobile will Social networks grow 35+ win. And online Blogs and forums journey changes… decline. Mobile ease In home Reward, Excessive geolocation, Infotainment knowledge, attract Are you part of Mobile enters path the dialogue? to purchase.
  • 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% Visiting social network 80% Visiting forum 60% 51% 51% Visiting blogs 47% 41% 46% 39% 40% 41% Posting in forum 35% 21% 20% 16% 17% 23% Writing blogs 22% 20% 11% 0% 2009 2010 2011 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% 2% 6% 3% 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 Our team of analysts refine the After all this work we have amazing management and scraping content of the search. We insights into what people are technologies, we scan and perform sentiment analysis and saying about you and your collect content from blogs, tag the data with source competitors. We then provide all microblogs, trade publications, information about the posters, this information to you on an forums, industry, geographic where they made comments, online dashboard. We update it and demographic sources. where they live, how old they daily so you can track the buzz and are – we can understand a lot engage with your customers. about the people who are taking about you. The data is QA’d for precision and reach.
  • 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 47% Facebook 67% 70% 44% 6% 2009 56% Zing Me 19% 2010 20% 2011 11% Yahoo 360 Plus 12% 2% 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. Develop and assess new products Test and measure Develop and test promo activity communications Foster brand Generate ideas engagement and concepts Generate PR Develop websites e.g. brand stories Measure usage and attitudes
  • 59. Beyond men, metro and premium consumers. Local for news, Mobile users leap entertainment forward Global for search, Lesser cities and social network, rural users video. will leapfrog the PC journey . Time to listen and Youth saturated engage. But mobile will Social networks grow 35+ win. And online Blogs and forums journey changes… decline. Mobile ease In home Reward, Excessive geolocation, Infotainment knowledge, attract Are you part of Mobile enters path the dialogue? to purchase.
  • 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 15-24 25-34 35-49 50-64 Googlea 57% 60% 54% 56% 52% Zingb 49% 79% 32% 14% 10% Yahooc 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 2011 2012 2011 2012 Googlea 1 1 48% 57% Zingb 2 2 33% 49% Yahooc 4 3 20% 28% Facebook.com 6 4 13% 19% Dantri.com.vn 3 5 21% 19% Vnexpress.net 5 6 18% 18% 24h.com.vn 7 7 11% 16% Youtube.com 10 8 6% 12% Nhaccuatui.com 8 9 10% 10% Tuoitre.com.vn 9 10 9% 10% Source: Cimigo NetCitizens
  • 63. Beyond men, metro and premium consumers. Local for news, Mobile users leap entertainment forward Global for search, Lesser cities and social network, rural users video. will leapfrog the PC journey . Time to listen and Youth saturated engage. But mobile will Social networks grow 35+ win. And online Blogs and forums journey changes… decline. Mobile ease In home Reward, Excessive geolocation, Infotainment knowledge, attract Are you part of Mobile enters path the dialogue? to purchase.
  • 64. The Voice of the Customer www.cimigo.vn Visit to download this presentation