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Integrated Media A shift to Digital
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Agenda
A shift in advertising consumption
Vietnam vs. the rest of the digital world
Digital brand alignment / route to purchase
Activating different consumer groups
Executive summary
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Ad spend grew by 15% driven by TV & Internet advertising. All other
mediums were in decline
Advertising spend breakdown - 2010
Source: TNS - Kantar Media 2010
MEDIA TYPE 2009 USD
2010 USD
Change Growt
h%
Total Industry %
TV 458,000,000 551,008,000 20% 78%
RADIO 2,117,000 1,830,000 -14% 0.26%
NEWSPAPERS 83,251,000 81,145,000 -2% 11.5%
MAGAZINES 49,224,000 48,382,421 -2% 6.9%
INTERNET 15,500,000 22,000,000 41% 3.1%
TOTAL $608,095,000 $704,366,000 15.8% %
78%
.26%
3.1% 6.9% 11.5%
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Base: Males and Females aged 15+ across all 4 major ci7es (Ho Chi Minh City, Hanoi, Da Nang and Can Tho) Source: TNS Media Habits Survey
Vietnam Media Reach – past week Past Week Reach (%)
Vn Youth are heavy surfers and will become the mainstay of internet advertising in the future
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Day in the Life of an Internet User
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
TV
Internet Newspapers
Internet can help fill the gap between traditional media and provide a truly integrated marketing campaign
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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)
Time Spent Per Day (Mins)
Media 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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Where we surf
Source: TNS Media Habits survey, 2010
Vietnamese are surfing the net more at home than at internet café’s, tripling of time spent on the net?
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Picture
What is the state of play in the digital landscape?
i. The size and structure of the digital medium
ii. The hierarchy of digital activities
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Understand the role of digital as media channel
Understand the drivers of digital behaviour
Identify the most digitally engaged markets
Map the structure of digital access points and relative usage
The size and structure of the digital medium What you can learn
Picture
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% online users highly engaged
Country % Country % Country % Country % 1.Egypt 56% 13.Italy 47% 25.USA 43% 37.Netherlands 33%
2.S Arabia 56% 14.Poland 46% 26.Tanzania 42% 38.Philippines 32%
3.China 54% 15.Thailand 46% 27.S Korea 42% 39.Norway 30%
4.Malaysia 53% 16.Argentina 45% 28.Portugal 40% 40.Sweden 27%
5.Turkey 52% 17.Vietnam 45% 29.Mexico 40% 41.Luxemburg 27%
6.S Africa 51% 18.Uganda 44% 30.Greece 38% 42.Finland 26%
7.Kenya 51% 19.Israel 44% 31.Canada 37% 43.Estonia 26%
8.Morocco 51% 20.Hong Kong 44% 32.Spain 37% 44.Denmark 25%
9.UAE 50% 21.UK 43% 33.Austria 36% 45.Indonesia 24%
10.Brazil 48% 22.Nigeria 43% 34.Belgium 36% 46.Japan 20%
11.France 48% 23.India 43% 35.Germany 36%
12.Singapore 47% 24.Russia 43% 36.Australia 35%
Transformational nature of Digital leads to higher engagement in the emerging world which offers an opportunity for brands
Digital Engagement – See methodology pack Bases: All respondents 48804
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% online users accessing internet in last four weeks
Global
Vietnam
S4: Access points Bases: All respondents 48804 / 602
Home access is readily available with 8 out of 10 digital consumers haveing accessed from home in the last four weeks
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% using at least once a day – Vietnam (Global)
(54)
(32)
(61)
(14)
(36)
% using Digital at least once a day – Vietnam
S5: How often access / I10: Usage of offline media Bases: All respondents 48804 / 602 / 363 / 239 / 75 / 191 / 275 / 43 / 18
Digital is an important medium but telvision is stil by far the most frequently accessed medium amongst Vietnamese digital consumers.
* Low base
*
*
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I1: Frequency of online activities / Digital engagement index – see methodology pack Bases: All respondents 602
Social networking is the most engaging activity
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% open to brands
% who find brands intrusive
Attitudes to brand interaction within activities
42 41 62 27 41 81 66 66 65 66 35
7 -2 16 12 -1 31 37 16 23 15 2 Global
Net difference between openness to brand and intrusiveness
Vietnam
I4: Intrusiveness of brand contact Bases: All respondents who ever do activity 230 / 419 / 298 / 90 / 92 / 42 / 69 / 181 / 148 / 162 / 75
The Vietnamese digital consumer is extremely open to brand interaction online across nearly all activities
* Low base
*
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Research Finding Business Implication
There are other activities beyond social networks and email that
Vietnamese digital consumers spend more time on
Ensure campaign also engage people on site within these activities to
maximise opportunities
Vietnamese digital consumers are extremely open to brand interactions
across most activities
Be brave and bold to get attention, consumers are open to brand
messaging
Mobile use is on the increase particualry amongst younger age
groups
Target younger groups with mobille campaigns particualrly with a multi-
media element
Usage and engagement levels are very high
Along with TV, Digital should be a key pilar of any marketing strategy
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How do we maximise opportunities with the digital consumer?
i. Brand alignment with the path to purchase and alignment to social media
Picture
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What you can learn
Understand effective combinations of online vs. offline touchpoints, and brand vs. user generated content
Map purchase paths across regions and categories
Assess the impact of social media on digital strategies
Identify the most effective tactics to employ in building social media
strategies
Picture
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Online touchpoints
Offline touchpoints
of consumers browse online DAILY for products
or services to buy
of consumers NEVER browse online for products
or services to buy
24% of consumers browse online
DAILY for products or services to buy
13% of consumers NEVER
browse online for products or services to buy
Vietnam
Global
(18)
(16)
(12)
(18)
(11)
(11)
(6)
(11)
(17)
(12)
2%
51%
I1: Frequency of online activities / OS3: Research sources Bases: All respondents 48804 / 602
Half of all Vietnamese digital consumers browse for products or services on a daily basis, double the global average figure. Online touch points are also critical on the path to purchase
% used touchpoint for researching – Vietnam (Global)
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% using social networking
Vietnam 16-20 21-24 25-34 35-44 45-60 Male Female Global
I1.01: Usage frequency of SN Bases: All respondents 48804 / 602 / 363 / 239 / 75 / 191 / 275 / 43 / 18
Nearly half of digital consumers check their social network account every single day. Under 25‘s even more so.
* Low base
* *
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Connections on social networks
Vietnam 16-20 21-24 25-34 35-44 45-60 Female Male Global
Nett difference between openness to brand and intrusiveness
N10: Brands connec. to SN / N11: Friends connec. to SN Bases: All respondents / Social networkers
Whilst Vietanemse digital consumers have less social network friends they do have above average numbers of brand friends
* Low base
* *
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% doing social media activity daily
I5: Social media activities Bases: All respondents 602
Multi- media and apps are a key part of social networking activity
Over 50% reach
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Half of all Digital consumers browse for products or services online every
day
Finding
Alocate spend accordingly and ensure their are plenty of brand digital touch point opportunities
Implication
Many product categories are purchased online with online, review sites and manufacturer websties are
widely used
Ensure brand home site is engaging and other touch points
drive consumers to the site to push conversition
Social netwroking is set to grow overt the next 2-3 years, especially
amongst the under 25‘s
Encourage string brand fan pages with lots of multi-media content aimed at younger consumers
Half of all young males actively talk about brands
Target this sub-group to spread brand messages. Make sure brand fan pages are full of information and
offers
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Picture
How do we maximise opportunities with the digital consumer?
i. Brand alignment to consumer groups
ii. Understanding and activating individual consumer groups
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Understand where you can find them
Understand when they are doing it
Understand distinct groups of consumers, their needs and digital
behaviours
Understand what they are doing
Identify how you can communicate with them
What you can learn
Picture
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INFLUENCERS The internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all of the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to make sure as many people as possible hear my online voice.
NETWORKERS The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the kind of person to voice my opinions online.
ASRPIRERS I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially from a mobile device.
KNOWLEDGE-SEEKERS I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the latest thing.
COMMUNICATIORS I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites, instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.
FUNCTIONALS The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and security. I am older and have been using the internet for a long time.
Digital lifestyles
Digital Lifestyles – see methodology pack
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On the digital consumer engagement map, the relationship between behaviour and attitude towards Digital is not linear
HIGH INVOLVEMENT
HIGH CONSUMPTION
LOW INVOLVEMENT
LOW CONSUMPTION
Internet is commoditised Makes my life more efficient
Internet is irrelevant Not a big part of my life
Internet is pivotal Is the centre of my life
Internet is aspirational Helps me achieve my goals
Digital Lifestyles – see methodology pack Base: All respondents 48804
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% incidence
Vietnam 16-20 21-24 25-34 35-44 45-60 Female Male Global
Digital Lifestyles – see methodology pack Bases: All respondents 48804 / 602 / 363 / 239 / 75 / 191 / 275 / 43 / 18
Communicators and Influencers are the largest segments in the Vietnamese market. There are also significant numbers of Knowledge seekers and Networkers
* Low base
* *
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% bought online only
Digital Lifestyles – see methodology pack Bases: All respondents 159 / 276 / 95
Influencers are a key group to listen to and to influence on the online path to purchase. Many influencers are only purchasing certain product categories online
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Almost half of digital consumers in Vietnam are Communicators
Finding
Taregt this large group appropriately and focus on their love of talking
Implication
One quarter are Influencers who are extrenely active in talking about
brands
Engage with these consumer to generate ‚buzz‘ around your brand
Many influencers puchase many categories online only Optimising Digital POS is critical
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Executive Summary
Picture
Section Content
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Digital strategies
Picture
Digital is a widely used medium, focus investment accordingly
Explore connecting with consumers in the activities of Knowledge and Education & Multi-media
Exploit consumers’ openness to brands
Invest in online pos and digital touch points
Target key ‘Influencers‘ to spread brand ‘buzz’ in an engaged market
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Digital is the 2nd most frequently accessed medium (tied with Newspapers) most after television
Home access is widespread with 83% having accessed the internet at home in the last four weeks. This is on a par with the global average.
Consumers in Vietnam are highly engaged and spend 16.1 hours a week online (just slightly less than the global average of 17.6). This figures shoots up to 19.6 hours for the under 20’s.
Digital is a widely used medium, focus investment accordingly
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In many markets Social Networking and email account for most activity and hours spent online. Vietnam appears to be a very sophisticated market with consumers engaged in many more activities at significant levels.
In particular Knowledge and Education and Multimedia account for the most time online. Many people also access news sites on daily basis.
Knowledge & Education and Multimedia are the two activities set to grow the most over the next 2-3 years. It will be key to build relationships with consumers around these activities to harness that growth in usage in the future.
Explore connecting with consumers in the activities of Knowledge and Education and Multi-Media
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Digital consumers in Vietnam are amongst the most open to brands out of any markets in the study. This is true across all activities.
For example 60% of Vietnamese digital consumers are open to brand interactions whilst are on social networking sites. The global average is actually only 18%. China (48%) and Brazil (43%) are the only markets that come close to being as open.
Nearly all activities (bar the functional Organising and Personal Admin) are very open spaces for marketers to advance their brands with digital consumers
Exploit consumers’ openness to brands
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Digital consumers in Vietnam are purchasing online as well as doing a lot of their research for products and services online. In fact half of all consumers browse for products or services on a daily basis.
In certain categories many people ONLY purchase online (e.g. Travel 18%, Cosmetics 13% and Clothes 12%) so it is key to optimise digital POS’s as well as ensuring that digital brand touchpoints are driving consumers to the right manufacturer websites.
CGM is a key touch point in Vietnam within certain product categories. For example half of all digital consumers use users Reviews when researching Automotive and Personal Finance products/services
Invest in online pos and digital touchpoints
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*I = Interviews
Sample Profile: Vietnam
Methodology: CAWI interviews conducted in June and July 2010
N = 602
Gender I Age I Region I Occupation I Income I
Male 363 16-20 75 HCMC 360 Employed 389 High 322
Female 239 21-24 191 Hanoi 181 Home Duties 6 Medium 136
25-34 275 Da Nang 39 Student 174 Low 81
35-44 43 Can Tho 22 Retired / Unemployed
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45-60 18
