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Just how connected are Vietnamese consumers?

Online, on mobile and through social networks.

June 2013

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Richard Burrage has twenty one years of experience in market research and strategic consulting.

Richard has worked across Asia Pacific consulting across a range of industries and business issues.

Richard has spent the last sixteen years in Vietnam assisting in the development and building of numerous brands to achieve leadership positions.

Richard is a UK national and resides in HCMC with his Vietnamese wife and their children.

Richard founded Cimigo in 2003 and today has offices across eight countries in Asia.

Richard Burrage, Managing Partner, Cimigo

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31.3 million online in Vietnam

More users than Australia & NZ population! Viet Nam internet users

Source: www.vnnic.vn

3.1

6.3

10.7

14.7

17.

7 20

.8

22.5

26.8

30

.8

31

.2

31.3

4%

8%

13%

18%

21%

24% 26%

31%

35% 35% 35%

0%

5%

10%

15%

20%

25%

30%

35%

40%

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

40.00

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 March 2013

Use

rs in

% o

f p

op

ula

tio

n

Use

rs (m

illio

n)

Users (million) Penetration

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Study of 5,800 people across 12 cities.

Metro Ha Noi

Ho Chi Minh City

Tier 1 Hai Phong Da Nang

Nha Trang Can Tho

Tier 2 Thai Nguyen Thanh Hoa Quy Nhon An Giang Dong Nai Vung Tau

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More online than not - at 58% of urban Vietnam

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From wet-market shopper to credit-card holder, the majority of your customers are likely to be online...

Base: Urban users of stated category

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Key decision makers for household brand-purchases are predominantly online...

Base: Urban Key Decision Maker/Influencer for household purchase of stated category

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Consumers are probably looking for you now...

75% say the internet

helps them find out about new products

Base: Urban online consumers

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Consumers are online every day of the week and they are not quiet...

67% every day

48% chatting weekly

45% socially networked Base: Urban online consumers

130 Minutes per Day!

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Local for news Local for entertainment Global for search Global for social network Global for video

Top 10

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Younger generation tend to social, while older online population tending to news.

We measure sites visited within past 4 weeks

Top ten websites

Source: Cimigo NetCitizens

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%

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Managed online panellists for rapid surveys

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Explosive social network growth

June 2013

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566,239 members

13,800,000 active

Vietnam’s explosive social network growth

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13.8 million active Facebook users today

Source: Facebook via www.quintly.com

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20 most followed Facebook pages as of today

Source: www.socialbakers.com

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Cimigo online research communities

• 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.

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Cimigo social media insights

We scrape everything We human code We interpret

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On Mobile

June 2013

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There is a mobile revolution going on...

48% have accessed the

internet via mobile phone

of whom

25% have looked up a product in-store

19% have price-checked a product in-store

Base: Urban online consumers

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Smart phones propel connectivity

YTD May 2013

6 million handsets

33% Smart US$400Mn

2012

16 million handsets

18% Smart US$675Mn

37 million mobile page visits in April = Only 6% of total!

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Native mobile apps are the true force

Source: www.distimo.com (free apps downloaded in May 2013)

Android Iphone

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This is why Cimigo engages with consumers OnMobile

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Zalo reaches 2 million users in 6 months

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Zalo’s massive text and voice traffic

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On Video

June 2013

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Top 15 YouTube channels

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What next? June 2013

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Are you remotely ready...

1. Online journey changes…mobile users leap forward. Mobile will grow 35 year +, drive penetration is smaller cities and rural. These users will leapfrog the PC journey.

2. Time to listen and engage. Social networks win. Blogs and forums decline.

3. Mobile enters path to purchase: Reward, geo-locate, knowledge, attract. How to get app real estate?

4. In home excessive infotainment. Are you part of the dialogue?

5. Local for news, entertainment . Global for search, social network, video.

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Questions worth asking for 2013...

1. Is your communication & brand engagement strategy taking online sufficiently into account?

2. Are your online assets currently building brand and product understanding effectively?

3. Are your online assets suited to the mobile revolution and are they easy to use via tablet or phone?

4. Have you considered a POS online strategy to help consumers make their choice, e.g. with QR codes?

5. Do you sufficiently understand how consumers are using the internet to engage with your brand?

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About Cimigo

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Vietnam Indonesia India

China Hong Kong

Philippines Singapore

3 billion customers We now have the privilege of representing

Starting 10 years ago in HCMC we’ve expanded to...

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From seven

main cities in Vietnam…

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consumer-rooted growth

Online Panels 45 Consultants

130 Full-time staff

12 Qualitative Specialists

5 Call Centres

Face-to-face

…put the consumer into the boardroom to deliver

650 Fieldworkers

Cimigo’s extensive set of resources and expertise...

Cimigo delivers a full range of services to ensure your business remains connected to your consumers

Motivational research

Market scoping and segmentation

Concept testing

New product development

Brand positioning

1. Consulting Services

Market tracking

Product optimisation

Brand equity

Touch point management

Customer loyalty

2. Research Services Ethnography

Accompanied shopping

In-depth interviewing

Focus groups

Vox pops

Telephone interviewing

Street intercepts

Mystery shopping

On line surveys

Social media tracking

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Cimigo for Brand Value And for stronger consumer engagement & intelligence.

www.facebook.com/CimigoVietnam

@cimigovietnam

www.linkedin.com/company/cimigo

www.chaocimigo.vn