Internet.And.Media.Shifs.TNS.SDM.09

8/14/2019 Internet.And.Media.Shifs.TNS.SDM.09

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Internet & Media ShiftsInternet & Media Shifts

Maximizing your Media MixMaximizing your Media Mix


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Our media landscape isOur media landscape is evolvingevolving


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evolving

Newspapers

Magazines

Broadcast TV

Broadcast Radio

Cinema

Outdoor/Transit

1960s 1980s

Newspapers

Magazines

Broadcast TV

Broadcast Radio

Cinema

Outdoor/TransitCassette Tapes

Walkman

VCR

Cable TV

Personal Computer

Internet

EmailConsole Video Games

PC Video Games

Pagers

Cell Phone

SMS

Today

Newspapers

Magazines

Online News Portals

Broadcast TV

Cable TV

CinemaWeb TV/Video

Broadcast Radio

Internet Radio

Outdoor/Transit

Interactive Outdoor/Transit

CD/DVD Player

MP3 Player/iPod

TiVo/DVR

Personal Computer

Notebook/Netbook

Cell Phone

Smart Phone/PDA

SMS/MMSMobile Internet

Console Video Games

PC Video Games

MMORP Games

Mobile Games

Email

Instant MessagingSearch

Internet SMS

Podcasts

Blogging

Social Networks

Microblogging

Web 2.0


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The missing link in Vietnam


5/44

Agenda

1. Old vs New Media Overview

2. The Internet Landscape

3. Internet Media Habits

4. Advertising Media Shifts

5. Q & A

6. Red / Blue Ocean Media Mix Analysis Workshop


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Old vs New Media Overview1


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Mobile Phones, PCs and In-home Internet are driving media access pointsMobile Phones, PCs and In-home Internet are driving media access points

97

84

36

43

33

8

98

86

50

41 41

18

99

86

63

34

53

25

TV Set DVD/VCD/VCR

Player

Mobile Phone Radio Personal

Computer

Home Internet

Access

2006 2007 2008

Media Access/Device Ownership(%)

Base: Males and Females aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)Source: TNS Media Habits Survey (2006-2008)


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99

83

73

62 62

51

11

27

99

85

76

6064

52

11

33

100

84

77

6257

44

15

42

TV (Past Week) Outdoor (Past

Week)

Newspaper

(Past Week)

Magazine (Past

Week)

DVD/VCD/Tape

(Past Week)

Radio (Past

Week)

Cinema (Past 3

Months)

Internet (Past

Week)

2006 2007 2008(%)


Media Reach

TV is still King but Internet is by far the fastest-growing mediumTV is still King but Internet is by far the fastest-growing medium


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14

47

68

78

91

66

28

60

84

87

97

79

Class E/F

Class D

Class C

Class B

Class A

Total

Have computer at home

Have home internet access

Home Computer / Internet Access (%)Home Computer / Internet Access (%)

Base: Past month internet users aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)Source: Yahoo!-TNS Net Index 2008

2.7 usersper home

connection

2.7 usersper home

connection

Affordability is drivinghigh in-home penetration;

over half of SEC ABC

users being connectedat home today

Affordability is drivinghigh in-home penetration;

over half of SEC ABC

users being connectedat home today

Home Internet Access


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Base: Past month internet users aged 15+ across all 4 major cities who have home internet access

Source: Yahoo!-TNS Net Index 2008

174,071

191,145

155,155

133,258

115,475

Total (4 cities)

Ho Chi Minh City

Hanoi

Da Nang

Can Tho

Monthly Personal Spending on the Internet (VND)Monthly Personal Spending on the Internet (VND)

US$36Mmonthly

US$36Mmonthly

Net users spend

an averageVND174,000 or

US$10 per monthon the Internet

Net users spend

an averageVND174,000 or

US$10 per monthon the Internet

Monthly Internet Expenditure


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Summation- Old vs New Media Overview

Traditional media platforms are stagnating in growth, while mobile

and Internet media are growing rapidly

Only Internet Media reach is increasing in Vietnam

In-home internet use is increasing Internet spend and number of

multiple home users

Marketers must review their media mix to assure that maximumMarketers must review their media mix to assure that maximumexposure and cost efficiencies are in place to maximizeexposure and cost efficiencies are in place to maximize

communications and reachcommunications and reach


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The Internet Landscape2


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35%

40%

37%

35%

19%

37%

41%

42%

38%

20%

41%

49%

49%

42%

17%

53%

60%

54%

49%

29%

Total (4 cities)

Ho Chi Minh City

Da Nang

Hanoi

Can Tho

2005

20062007

2008

Internet Usage by City


Past Month Reach (%)Past Month Reach (%)

Internet usage is not just a HCMC phenomenon;

usage is also high in Hanoi and Da Nang

Internet usage is not just a HCMC phenomenon;

usage is also high in Hanoi and Da Nang


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Online User Profile

26%

14%

24%14%

12%

10%

12%

8%35%

15%

14%

18%

General Netizen*

40+

35-39

30-34

25-29

20-24

15-19

AgeAge

56%

52%44%

48%

General Netizen*

Female

Male

GenderGender

63%

64%

37%

36%

General Netizen*

Married &Others

Single

Marital StatusMarital Status

Base: * Past month internet users aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)

Males and Females aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)

Source: Yahoo!-TNS Net Index 2008; TNS Media Habits Survey 2008 Wave 2

Skewed towards young (68%


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Location of Internet Access

66

53

24

20

12

56

26

14

1

2

Home

Internet cafes

& WiFi

Hotspots

Work

Friend's

House

SchoolCurrently Use

Most Often Use

Home, 55%

Work, 20%

Friends

house, 2%

Mobile phone,

1%

Internet cafes

& WiFi

Hotspots, 19%

School/Public

library, 2%

Share of Internet HoursShare of Internet Hours% Accessed from Place (Past 3 Months)% Accessed from Place (Past 3 Months)

Base: Past month internet users aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)


Home use has overtaken internet cafs due to increased PC ownership

and lower cost of broadband creating huge marketing possibilities

Home use has overtaken internet cafs due to increased PC ownership

and lower cost of broadband creating huge marketing possibilities


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Location & Frequency of Usage

1.2

3.0

2.6

6.7

14.6

22.6

27.8

10.9

6.1

Internet cafes

Less Often

2-3 times a month

About once a week

3 - 4 times a week

About once a day

0.10.60.21.5Average hours per session

0.33.60.49.7Average hours per week

2.46.02.26.3Frequency per week

4.1111.32.7

Several times a day

2.3

6.9

17.9

18.9

49.9

Work

4.7

37.4

24.6

11.7

0.7

School

0.9

5.6

16.3

28.4

45.3

Home

Place of Access

7.5

23.9

38.1

1.1

8.3

WiFi Hotspots



Home Internet use is 3X more than Internet caf useHome Internet use is 3X more than Internet caf use


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Summation- The Internet Landscape

Since 2005 Internet usage (last month) has risen from 35% to 53%

in urban Vietnam.

Profile is still skewed to young (15-25 yr = 50%) male and singles,this limiting certain category and product advertising applications

In-home use has surpassed I-caf use (55% vs. 19%)

This has increased time used by 3 times

Though still growing, Internet is partially limited due to it yoThough still growing, Internet is partially limited due to it youngungaudience, but due to inaudience, but due to in--home use penetration, internet usage ishome use penetration, internet usage istripling and changing surfing behaviortripling and changing surfing behavior


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Internet Media Habits Decoded3


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They use the web mostly to

56

53

4444

31

23

22

22

20

15

14

13

12

8

7

6

Find out things that I need to know

Get information I need

Be entertained by playing games, watching video etcConnect with my family or friends

E-mail other people

Communicate with others

Do research

Find interesting sites or web pages

Explore new sites

Express and share my views with others

Connect with people who share similar interests

Meet new people online

Just surf for fun

Buy things

Make online transactions

Make money or benefit financially

Top 2 Boxes (%)Top 2 Boxes (%)

Information

Communication

Networking/CommunityFun/Entertainment

Commerce/Transaction



Seeking information, fun & entertainment use of the internet

very much reflects the heart and soul of most Vietnamese

Seeking information, fun & entertainment use of the internet

very much reflects the heart and soul of most Vietnamese


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Curiosity creates clicks

2.96.65.0Sporting Goods

4.36.45.5Banking services9.94.26.7Deodorant

14.62.67.9Skin Care

15.22.28.0Hair Care

12.04.98.1Health & Fitness

4.313.59.4Car/Other autovehicle

16.68.412.0Footwear

12.213.012.7VCD/DVD Movies

8.716.413.0Motorcycles

8.622.316.2Computers/Printers23.329.126.5Mobile Phones

FEMALEMALETOTAL

Ad Types Clicked on (%)Ad Types Clicked on (%)



A whopping 30% have clicked on banners/ad links in the past month!

leading to the assumption that online ads are well-received in Vietnam

A whopping 30% have clicked on banners/ad links in the past month!

leading to the assumption that online ads are well-received in Vietnam


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Internet Front Pages

Currently Use (%)Currently Use (%)

78

39

27

25Vietnamnet

VNExpress

Yahoo! (Net)

Google


Internet Front Pages couldbe major Internet Portals,

News, Sports,

Entertainment orSocial Networking sites.

Internet Front Pages couldbe major Internet Portals,

News, Sports,

Entertainment orSocial Networking sites.


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Popular News and Music SitesPopular News and Music Sites

Yahoo! (Net)

Thanhnien

Vietnamnet

VNExpress

Dantri

Tuoitre


52

49

42

35

31

28


News Sites Music Sites



Nhac 8

Nghenhac.info

Nhaccuatui

Nhac.vui

Zing

Nhacso 43

40

20

18

15

7


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Web-based Email

94

28

11

96

20

5Hotmail

Gmail

Yahoo! (Net)


Instant Messengers


98

3

3Skype

MSN

Yahoo!



MSN

Yahoo!

Google

Search Engines


24/44

85

46

27

21

5

4Facebook

Myspace

Yahoo! Groups

Google Groups

Youtube

Yahoo! 360

Where are they socialising?




We know that many

Vietnamese users aresocialising on dating and

online personals sites too!

We know that many

Vietnamese users aresocialising on dating and

online personals sites too!


25/44

Summation- Internet Media Habits Decoded Seeking information, fun & entertainment use of the internet very

much reflects the heart and soul of most Vietnamese

Internet advertising does create genuine interest in Vietnam, with upto 30% of surfers through clicking on ads, compared to 9% averagein Asia. Mobile Phones / Computers /Printers / Motorcycles create the

most interest.

For socializing, Web based emails and Instant Messenger, Vietnam isYahoo country, while Google drives front page and search engines

These trend will eventually decline due to increased exposureThese trend will eventually decline due to increased exposure

to internet activities, so Digital companies will need to seekto internet activities, so Digital companies will need to seek

new applications and entertaining devices to maintainnew applications and entertaining devices to maintain

consumer interestconsumer interest


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Advertising media shifts4


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27

Daily Home activitiesDaily Home activities-- Top 4Top 4

Source: VietCycle 1999-2008

66%66%7%7%

4%4%7%7%7%7%

TV dominates followed by reading, using the computer

and watching movies and listening to music

TV dominates followed by reading, using the computer

and watching movies and listening to music


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TV is King followed by Print. However, Internet is growing

,

Internet (est .)

0.4%M agazines

8%

Newspapers16%

Radio

0.6%TV 75%

TV Radio Newspapers M agazines Internet (est.)

Advertising spend breakdownAdvertising spend breakdown -- 20082008

Source: TNS Media Co.

When was the last time you read / watched / listened / accessed

t ?


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Media PenetrationMedia Penetration

to?

97.192.593.5

89.9

92.5

61.8

84.090.1

79.8

83.8

36.9

30.6

22.7

14.4

25.9

14.5

22.724.3 26.7

20.8 20.7

44.7 44.8

39.141.9

2.3

15.918.9

13.5

15.2

0

20

40

60

80

100

Total HA NOI DA NANG HCMC CAN THO

Base:%o

ftota

lpopulatio

Yesterday w atching TV Readership Yesterday listen to Radio

Yesterday w atching Video Last w eek gained access Internet Visit to cinema last 3 month

TV and print still dominate media penetration

Source: TNS Media Co.


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TelevisionTelevision65 local TV stations

Growth of Cable & terrestrial TV

Viewership is down for F-T-A

Viewership of Cable is up

Source: TNS Media Vietnam

PrintPrint 713 daily and periodical publications

77% urban population read last week

All major newspapers also online

18% growth, largely driven by Magazine

TV is over fragmented, while print is becoming more competitive



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Significant growth of cable TVSignificant growth of cable TV

2007 2008 2007 2008 2007 2008 2007 2008 2007 2008

Ordinary antenna 51.9 39.5 53.1 39.6 81 69.3 32.6 27.1 93.1 83.5

Satellite/DTH 0.1 0 0.1 0 0.1 0 0 0 0.1 0

Through cable operator 48.2 64.2 40.3 53.3 36.8 40.1 70.6 82.1 2.6 19.9

MMDS 0 0 0.1 0 0 0 0 0 0 0Digital Terrestrial 6.7 6.8 18.2 18.3 5.5 7.8 2.2 1.4 1.6 0.3

CAN THOMode of reception

TOTAL HA NOI DA NANG HCMC

Source: MHS 2007 and 2008

Comparison between wave 2/2007 & wave 2/2008

Cable is growing in all studied markets but Terrestrial

TV shares are high in Hanoi & Danang


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295

46

922 22

253

45

1024 30

233

46

821

43

TV Newspaper Magazine Radio Internet

2006 2007 2008


Time Spent Per Day (Mins)

Media Exposure TrendsMedia Exposure Trends

Time spend watching TV has decreased by 1 hour per day since 2006,while Internet is the only medium growing (21 minutes / day)


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0

20

40

60

80

100

Total Male Female SEC A/B SEC C SEC D SEC E/F

TV

Posters/Billboards

Newspaper

Magazine

Radio

Cinema

Internet

Past Week Reach (%)

Base: Males and Females aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)

Source: TNS Media Habits Survey 2008 Wave 2

Different targeting opportunitiesDifferent targeting opportunities

Magazines for females; Radio more for lower SEC;

Internet for males and the affluent


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0

20

40

60

80

100

Total 15-19 20-24 25-29 30-34 35-39 40+ years

Past Week Reach (%)

Base: Males and Females aged 15+ across all 4 major cities (Ho Chi Minh City, Hanoi, Da Nang and Can Tho)

Source: TNS Media Habits Survey 2008 Wave 2

TV

Posters/Billboards

Newspaper

Magazine

Internet

Radio

Cinema

Vietnamese youthare driving

internet use,meaning Internet

will become amainstay of

communication inyears to come

Vietnamese youthare driving

internet use,meaning Internet

will become amainstay of

communication in

years to come

InternetInternet strong affinity with Vietnamese youthstrong affinity with Vietnamese youth


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2:01

-3:00AM

3:01

-4:00AM

4:01

-5:00AM

5:01

-6:00AM

6:01

-7:00AM

7:01

-8:00AM

8:01

-9:00AM

9:01

-10:00

AM

10:01-11:00AM

11:01-12:00PM

12:01-1:00PM

1:01

-2:00PM

2:01

-3:00PM

3:01

-4:00PM

4:01

-5:00PM

5:01

-6:00PM

6:01

-7:00PM

7:01

-8:00PM

8:01

-9:00PM

9:01

-10:00PM

10:01-11:00PM

11:01-12:00AM

12:01-1:00

AM

1:01

-2:00AM

Watching TV

Listening to Radio

Surfing the Internet

Reading Newspapers

Reading Magazines

Day in the Life of an Internet UserDay in the Life of an Internet User


TV

Internet

Newspapers

Internet can help fill the gap between traditional media

and provide a truly integrated marketing campaign


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The emergence of advertising expenditureThe emergence of advertising expenditure (2000(2000 -- 2008)2008)

475

375

318

242

198

164

127

10997

162

262

220

346

128

104

7769 63

129

113

9880

7060

5040

34

0

50

100

150

200

250

300

350

400

450

500

2008 2007 2006 2005 2004 2003 2002 2001 2000

Total TV Print

Revenue

26%

18%

31%

22%

21%

21%16%

13%


Ad expenditure has grown by 20% plus per year

rivaled only by India & China globally


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Media Ad spend (Q1 2003Media Ad spend (Q1 2003 -- 2008)2008)

A Quarter 1 comparison, Ad spend has increased

by 7%, lead by 17% for TV and minus 15% for Print


7%15%

20%

36%

12%

31%

20%

Revenue

95.55

89.92

78.14

65.06

47.67

42.25

32.20

16.47 15.7419.59

27.4530.66

45.21

54.75

60.18

69.43

10.7312.6114.8017.01

19.8523.39

29.6426.12

0

10

20

30

40

50

60

70

80

90

100

Q1/2009 Q1/2008 Q1/2007 Q1/2006 Q1/2005 Q1/2004 Q1/2003 Q1/2002

Total TV Print


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SummationSummation-- Advertising media shiftsAdvertising media shifts TV is still the undisputed King of In-home entertainment & media

spend

However, TV viewership is in decline and Cable is increasing versus

F-T-A viewership, reducing the impact of TV advertising

Internet ad spend is still minuscule, but is Vietnams fastest growing

consumed media medium (44 minutes / Day)

Internet based advertising can help fill the gaps in your media mix andshould be used in conjunction with other traditional media mediums


40/44

SummationSummation-- Advertising media shiftsAdvertising media shifts

As advertising continues to grow, Internet advertising should be

seriously be considered as part of any media campaign, especially ifyour target is young, male and single.

Internet advertising is here to stay and will be the only growinInternet advertising is here to stay and will be the only growingg

media consumption medium for the next 5 plus yearsmedia consumption medium for the next 5 plus years


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Red Ocean / Blue Ocean Analysis- Instructions Break into groups of three or get together with your company colleagues.

Consider how you presently spend on advertising and consider howVietnamese consumers are presently using advertising mediums.

Consider what are the barriers that exists for your company at present foreach main medium; TV, Print, Radio, Outdoor, Internet, and why: Cost, targetaudience (age, Income), product / service type, Media reach, location, etc.

Write present Barriers in the RED box and present Opportunities in the BLUEbox.

Once complete, think of how media will evolve in Vietnam in the future and fillin future barriers and Future opportunities.

This will allow you to think forward and how you might create a successfulmedia mix now and in the future


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Present Barriers

Futures Barriers

Present Opportunities

Future Opportunities


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[email protected]

www.tnsglobal.com

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Internet.And.Media.Shifs.TNS.SDM.09