Digital1_Landscape

Digital1_Landscape

Transcript

1. Digital Landscape Day 1
2. Digital Marketing So much hot air for something so real.
3. Is Social Media a Fad? Watch this video
4. Clearly… NO. Is Social Media a Fad?
5. Internet is everywhere. The internet is a utility now, like electricity and water.
6. NETIZEN 8 OVERVIEW INTERNET USER 0.2 3.3 10.7 14.7 17.7 20.8 22.8 26.8 30.6 34.9 36.1 39.8 0.3% 4.0% 13.0% 17.6% 21.0% 24.5% 26.5% 30.8% 34.8% 39.3% 40.2% 43.8% - 5 10 15 20 25 30 35 40 45 2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Millions VIETNAM INTERNET USER The number of user Penetration rate of population-base 44% of Vietnam total population is Internet User Source: VNNIC, MIC, Internet World Stats, WeAreSocial 2005 - 2014
7. Shift in Media usage 2010 – 2013 124 84 39 16 16 FTA TV Internet Newspapers Magazines Radio 2012 2013 Between 2010 and 2013 the daily average time spend on watching TV has decreased (from 134min to 135min), while the average time spend on the Internet has increased (from 74min to 128min). Source: 3D 2013 (2,970) and 3D 2012 (3,010) urban adults aged 15-45 135 128 46 48 49 Despite small increase in total minutes, share of use for both TV, print, radio consumption has decreased and lost to Internet.
8. Internet Usage Penetration of Vietnam population 3.8 7.7 12.9 17.7 22.0 24.4 26.6 31.1 35.1 0 5 10 15 20 25 30 35 40 2003 Dec 2004 Dec 2005 Dec 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec % of population Yr End Totals No. of Users % YoY growth 2003 3,098,007 2004 6,345,049 +105% 2005 10,710,980 + 69% 2006 14,683,783 + 37% 2007 18,551,409 + 26% 2008 20,834,401 + 12% 2009 22,779,887 + 9% 2010 26,784,035 +18% 2011 30,552,417 +14% November 2012: 31,304,211 users = 35.6% penetration (+2.6% YoY) Source: VNNIC for Nov 2012
9. Internet Penetration in South East Asia (China 40%) Excl. Hong Kong (68%) Brunei 78% Vietnam 35.6%* Thailand 36% Malaysia 61% Singapore 75% Indonesia 22% Philippines 32% Vietnam has one of the fastest growing and highest penetration of Internet Users in South East Asia. All Asia = 27.5% All Europe = 63.2% N. America = 78.6% Australia = 88.8% Laos 8% Cambodia 16% Myanmar 1% (Japan 79%)) (Taiwan 69%) Vietnam reached: 10% in Sep 2005 20% in July 2007 30% in Sep 2010 Source world comparison: Internet World Statistics (IWS) Source SE Asia comparison: We Are Social, Mar 2013 * Vietnam source: VNNIC for November2012
10. Broadband Internet Subscribers 2013 0.5 1.3 2.0 3.0 3.6 4.1 4.3 4.8 0 2 4 6 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013 Jul Broadband subscribers 57.4 27.3 9.3 2.4 2.0 1.6 % market share VNPT FPT Viettel SCTV CMC Telecom Source: Vietnam Telecommunications Authority (VNTA) Millions Of 4,880,428 broadband subscribers as of July 2013, 89% were accessing through xDSL Broadband, 5% through Fiber-to-the-home (FTTH) optical cable, 4% through cable TV [of whom SCTV 67% CMC 33%] and 3% through leased line.
11. We go where they go. Social is the most personal & trusted medium for our consumers.
13. Online activities Age 15-24 59 57 45 39 35 35 28 28 25 18 18 18 16 16 15 14 12 11 29 22 28 27 28 28 27 31 28 18 28 20 26 25 30 15 24 15 6 4 10 11 9 12 13 10 14 10 14 17 16 10 17 9 18 10 6 17 17 23 28 25 32 31 33 54 40 45 42 49 38 62 46 64 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Frequently Sometimes Rarely Never Source: 3D 2013 Base: 771 adults aged 15-24 who used internet in last 3 months
14. 50 46 43 42 41 40 23 21 19 16 16 16 15 14 14 12 12 11 24 29 25 24 22 31 20 20 20 23 36 31 29 21 26 29 10 23 14 6 10 6 11 6 8 16 16 11 16 11 14 14 16 15 14 5 12 10 20 15 26 23 31 21 41 43 50 46 37 39 42 48 45 45 73 53 70 0 10 20 30 40 50 60 70 80 90 100 Frequently Sometimes Rarely Never Source: 3D 2013 Base: 651 adults aged 25-34 who used internet in last 3 months Online activities Age 25-34
15. 45 41 41 37 31 21 21 19 18 16 16 12 12 12 9 8 5 5 3 16 21 24 17 22 13 16 17 20 15 18 16 14 14 25 21 17 18 9 8 9 6 8 11 7 10 12 12 13 12 11 15 12 12 8 11 12 10 31 29 29 37 37 59 53 52 50 56 54 61 59 62 54 63 67 65 78 0 10 20 30 40 50 60 70 80 90 100 Frequently Sometimes Rarely Never Source: 3D 2013 Base: 390 adults aged 35-45 who used internet in last 3 months Online activities Age 35-45
17. Facebook users in Vietnam 12,150,000** Facebook users in Vietnam •  Facebook penetration total population: 13.1%** •  Facebook penetration internet users: 34%* •  In the past month the total of FB users in Vietnam has increased by 31.5%, which makes VN world’s #16 in FB user growth rate. Source: **Comscore 2013 based on July, *VNNIC for Nov 2012 Note * * social bakers do not public a number of Facebook users 57% 43% Gender distribution Males Females 21% 47% 25% 5% 1% 1% Age distribution 13-17 18-24 25-34 35-44 45-54
18. Digital is measurable Potentially digital is very cost-effective and targeted.
19. “How” rather than “Why” The question is no longer “why we should do digital”, 
 but “how well we will do it”.