Report about Internet Vietnam 2012

2. The
Voice
of
the
Consumer

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

4. Our
services
fall
into
two
areas
1.
Consul>ng
Services
Mo>va>onal
research
Market
tracking
Market
scoping
and
segmenta>on
Product
op>misa>on
Concept
tes>ng
Brand
equity
New
product
development
Touch
point
management
Brand
posi>oning
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
posi>oning
and
communica>ons
development.
• Richard
has
spent
the
last
twenty
years
in
Asia
assis>ng
in
the
development
and
building
of
numerous
brands
to
achieve
leadership
posi>ons.
• Richard
is
a
UK
na>onal
and
resides
in
HCMC,
Vietnam
with
his
Vietnamese
wife
and
three
children.
• Richard
is
the
Managing
Partner
of
Cimigo:
www.cimigo.vn
5

6. NetCi6zens
2012

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
ci>es.
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. Con>nued
growth.
More
users
than
Australia
&
NZ
popula>on!
Viet
Nam
internet
users
40
40%
35%
35
35%
31%
30
30%
30.8
26%
Users
in
%
of
popula6on
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)
Penetra>on
Source:
www.vnnic.vn

10. So
what?

11. Beyond
men,
metro
and
premium
consumers.
Local
for
news,
Mobile
users
leap
entertainment
forward
Global
for
search,
Lesser
ci6es
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
geoloca6on,
Infotainment
knowledge,
aNract
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
NetCi>zens

16. Viable
beyond
metro.
Internet
penetra>on
by
region
56%
All
ci>es
58%
58%
Metro
VN
62%
57%
Tier
1
Ci>es
58%
49%
Tier
2
Ci>es
52%
0%
20%
40%
60%
80%
100%
2010
2011
Source:
Cimigo
NetCi>zens

17. Beyond
men,
metro
and
premium
consumers.
Local
for
news,
Mobile
users
leap
entertainment
forward
Global
for
search,
Lesser
ci6es
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
geoloca6on,
Infotainment
knowledge,
aNract
Are
you
part
of
Mobile
enters
path
the
dialogue?
to
purchase.

18. So
what?
Mobile
users
leap
forward
Lesser
ci6es
and
rural
users
will
leapfrog
the
PC
journey

19. Smaller
screens
and
access
on
the
go
Mobile
will
change
online
journey.
Devices
used
for
connec>ng
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
NetCi>zens

20. Strong
growth
in
internet
access
via
mobile
phones
in
>er
2
urban
centres.
Devices
used
for
connec>ng
online
Tier
2
Tier
1
Metro
VN
81
From
a
desktop
computer
82
81
38
From
a
laptop
computer
46
54
33
Via
mobile
phone
(non-­‐smartphone)
37
28
23
Via
smartphone
12
29
2
Tablet
device
(e.g.
i-­‐pad,
galaxy)
2
7
0
20
40
60
80
100
Source:
Cimigo
NetCi>zens

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
15
18
20
13
0
At
home
At
work
Wherever
I
Wherever
I
At
Internet
At
college
At
someone
On
mobile
HAVE
3G/ find
a
wifi
Shop
/
or
school
else's
home
phone
GPRS
connec>on
Cyber
Café
Source:
Cimigo
NetCi>zens

22. Beyond
men,
metro
and
premium
consumers.
Local
for
news,
Mobile
users
leap
entertainment
forward
Global
for
search,
Lesser
ci6es
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
geoloca6on,
Infotainment
knowledge,
aNract
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%
19%
20%
11%
0%
Total
Age
15-­‐24
Age
25-­‐34
Age
35-­‐49
Age
50-­‐64
2010
2011
Age
%
of
Total
Pop.
Source:
Cimigo
NetCi>zens

25. 50%
increase
in
mobile
internet
usage
amongst
35-­‐49
y.o.
Mobile
supports
35+
online
journey.
Age
of
mobile
internet
users
38%
Total
48%
47%
15-­‐24
year
olds
59%
37%
25-­‐34
year
olds
47%
24%
35-­‐49
year
olds
33%
8%
50-­‐64
year
olds
11%
0%
20%
40%
60%
80%
100%
2010
2011
Source:
Cimigo
NetCi>zens

26. Real-­‐>me
customer
insights
collec>on
tool.
Consumers
are
changing.
Technology
is
reinven>ng.
Our
understanding
of
psychology
is
advancing.
A
forward
looking
approach
to
research
is
essen>al.
Cimigo’s
online
plaqorm
provides
con>nuous
real-­‐>me
monitoring
of
survey
results,
with
in-­‐built
sorware
to
table
&
chart
data.
The
results
portal
allows
for
different
levels
of
access,
and
provides
‘red
flag’
alerts
for
key
ques>ons.

27. Beyond
men,
metro
and
premium
consumers.
Local
for
news,
Mobile
users
leap
entertainment
forward
Global
for
search,
Lesser
ci6es
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
geoloca6on,
Infotainment
knowledge,
aNract
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
>me.
3%
1%
2%
Everyday
4%
Frequency
of
Use
Several
>mes
a
week
24%
Once
a
week
Several
>mes
a
month
66%
Once
a
month
Less
oren
Source:
Cimigo
NetCi>zens
130
Minutes
per
Day!

30. Consumers
increasingly
spending
>me
online
at
home.
Online
compe>ng
or
complemen>ng
TV
screens?
Weekday
loca>ons
for
being
online
100%
86%
At
home
81%
77%
80%
73%
61%
At
work
60%
40%
34%
At
internet
33%
30%
shopCyber
26%
27%
cafe
29%
20%
23%
25%
25%
At
college
or
18%
15%
16%
school
0%
5%
5%
5%
2007
2008
2009
2010
2011
Source:
Cimigo
NetCi>zens

31. Conduc>ng
a
myriad
of
online
ac>vi>es
.
Use
for
news
95%
Use
a
search
site
94%
Listening
to
music
77%
Research
for
school/
office
work
68%
Chaxng
66%
Email
63%
Downloading
music
59%
Searching
informa>on
on
brands/products
55%
Watching
movies
51%
Online
informa>on
gathering
Visi>ng
a
social
network
44%
Visi>ng
forum
40%
Online
entertainment
Shopping/vis>ng
buy
and
sell
sites/Auc>ons
35%
Playing
games
on
web
game
*
35%
Online
communica>on
Playing
games
on
online
applica>ons
**
26%
Downloading
movies
23%
Blogging
and
social
Networks
Visi>ng
blogs
22%
Online
business
Searching
for
a
job
19%
Pos>ng
in
forum
14%
Wri>ng
blogs
12%
E-­‐Banking
9%
Source:
Cimigo
NetCi>zens
0%
20%
40%
60%
80%
100%

32. A
look
to
our
future….
Source:
Cimigo
NetCi>zens

33. 9
in
10
online
consumers
relying
on
internet
for
news.
Adver>sers
need
to
follow
consumer
eyeballs
online.
Online
Informa>on
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
NetCi>zens

34. Entertainment
is
secondary
to
informa>on
gathering.
Adver>sers
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%
applica>ons
Downloading
movies
1%
7%
6%
14%
0%
20%
40%
60%
80%
100%
Everyday
Once
a
week
or
more
Once
a
month
or
more
Source:
Cimigo
NetCi>zens

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

36. Trust
remains
a
barrier
to
online
purchasing.
Mechanisms
for
secure
online
purchasing
necessary.
Axtudes
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
NetCi>zens

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

38. The
digital
world
is
a
real
op6on
for
consumer
dialogue
right
messages
right
posi6oning
and
building
a
brand’s
value

39. Managed
online
panellists
for
rapid
surveys.

40. 300
tests
and
coun>ng….

41.
Brand
tracking
that
gives
you
power.
Is
your
current
tracking
give
you:
Quarterly
presenta>ons?
Too
late
to
inform?
Situa>on
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
ci6es
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
geoloca6on,
Infotainment
knowledge,
aNract
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,
geoloca6on,
knowledge,
aNract

44. Increasingly
anywhere,
any>me.
Internet
by
mobile
phone
38%
Yes
48%
52%
62%
No
2010
2011
Source:
Cimigo
NetCi>zens

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
NetCi>zens

46. Increasing
mobile
entertainment
consump>on.
Geoloca>on
implica>ons
for
mul>ple
businesses
sectors.
Mobile
web
ac>vi>es
Use
for
news
76%
82%
Use
a
search
site
66%
67%
Instant
messaging
43%
48%
Visi>ng
a
social
network
34%
35%
Listening
to
music
26%
35%
2010
32%
2011
Downloading
Apps
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
NetCi>zens

47. Mobile
ease
essen>al.
Mobile
enters
path
to
purchase.
Instant
mobile
internet
ac>vi>es
Source:
Cimigo
NetCi>zens

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

49. Reward
Track
Membership
Tiers
Redemp>on
Bo{le
Points
Exclusive
Networks
Loyalty
Geoloca6on
foursquare
On
Trade
Promo6ons
HORECA
Alerts
Concierge
Knowledge
Brand
Heritage
News
Posi>oning
USP
Events
Launches
ANract
Buzz
Dialogue
Social
Media
Online
Ordering
WoM

50. Beyond
men,
metro
and
premium
consumers.
Local
for
news,
Mobile
users
leap
entertainment
forward
Global
for
search,
Lesser
ci6es
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
geoloca6on,
Infotainment
knowledge,
aNract
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
consolida>ng
expression
in
social
networks
Metro
online
communica>on
trends
100%
Visi>ng
social
network
80%
Visi>ng
forum
60%
51%
51%
Visi>ng
blogs
47%
41%
46%
39%
40%
41%
Pos>ng
in
forum
35%
21%
20%
16%
17%
23%
Wri>ng
blogs
20%
22%
11%
0%
2009
2010
2011
Source:
Cimigo
NetCi>zens

53. And
consumers
are
talking.
Broad
opportuni>es
for
brands
to
listen
and
engage.
Chaxng
online
at
least
once
per
month
Visi>ng
a
social
network
19%
14%
5%
39%
Visi>ng
forum
8%
11%
8%
27%
Visi>ng
blogs
3%
5%
4%
13%
Pos>ng
in
forum
2%
3%
3%
9%
Wri>ng
blogs
1%
2%
6%
3%
0%
20%
40%
60%
Everyday
Once
a
week
or
more
Once
a
month
or
more
Source:
Cimigo
NetCi>zens

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

55. Social
media
insights.
Lots
of
informa6on
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
shifs,
track
key
influencers,
as
well
as
fine
tune
the
survey
design
for
ongoing
programmes.
• To
obtain
feedback
on
a
wide
range
of
op6ons,
broadening
and
deepening
our
compe66ve
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%
6%
44%
2009
Zing
Me
19%
56%
20%
2010
11%
2011
Yahoo
360
Plus
12%
2%
Twi{er
1%
0%
20%
40%
60%
80%
100%
Source:
Cimigo
NetCi>zens

57. Online
research
communi>es
–
Cimigo
Live.
• Instant
access
to
consumers.
• Speed
of
response
to
business
ques6ons.
• Incredible
depth
on
behaviour,
lifestyle,
needs
and
thoughts
of
consumers.
• Collabora6on
with
consumers.
• An
online
qualita6ve
community
of
targeted
consumers.
• It
runs
con6nuously
with
virtually
no
lead
6me
to
ini6ate
a
topic
or
a
ques6on.
• It
provides
forums,
chat,
blog,
and
mul6media
capabili6es.
• It
establishes
a
communica6ons
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
ac6vity
communica6ons
Foster
brand
Generate
ideas
engagement
and
concepts
Generate
PR
Develop
websites
e.g.
brand
stories
Measure
usage
and
ajtudes

59. Beyond
men,
metro
and
premium
consumers.
Local
for
news,
Mobile
users
leap
entertainment
forward
Global
for
search,
Lesser
ci6es
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
geoloca6on,
Infotainment
knowledge,
aNract
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
genera>on
tend
to
social,
while
older
online
popula>on
tending
to
news.
We
measure
sites
visited
within
past
4
weeks
Top
ten
websites
Source:
Cimigo
NetCi>zens

62. Global
brands
are
on
the
way
up.
We
measure
sites
visited
within
past
4
weeks
Top
ten
websites
Source:
Cimigo
NetCi>zens

63. Beyond
men,
metro
and
premium
consumers.
Local
for
news,
Mobile
users
leap
entertainment
forward
Global
for
search,
Lesser
ci6es
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
geoloca6on,
Infotainment
knowledge,
aNract
Are
you
part
of
Mobile
enters
path
the
dialogue?
to
purchase.