[cimogo] online consumer trends 2013
TRANSCRIPT
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On Track Online
Consumer trends in internet
usage in Vietnam Joe Wheller cimigo.com
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1. Where have your customers gone? They’ve gone online.
2. How are they getting there? Increasingly via mobile.
3. What are they doing there? Networked, active, loud... & looking for you.
4. Where are you? And what are you doing about it?!
4 Simple Observations...
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Part
Where have your customers gone?
Over 30 million internet users in Vietnam...
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That’s more than the total populations of Australia, New Zealand, & Singapore combined.
That’s surely an audience worth talking to, right?!
In urban areas, more are online than not at 58%.
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Base: All Urban Respondents Source: Cimigo NetCitizens Study 2012
From wet-market shopper to credit-card holder, the majority of your customers are likely to be online...
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Base: Urban users of stated category Source: Cimigo NetCitizens Study 2012
Key Decision Makers & Influencers for household brand-purchases are predominantly online...
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Base: Urban Key Decision Maker/Influencer for household purchase of stated category Source: Cimigo NetCitizens Study 2012
Where have your customers gone? They’ve gone online.
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So what? There is a significant online audience for your category.
You probably need to take advantage of that.
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How are they getting there?
PCs and Laptops remain the key portal...
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Base: Urban online consumers
81% accessed via the good old PC.
Source: Cimigo NetCitizens Study 2012
48% via laptop
But, there is a mobile revolution going on...
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48% have accessed the internet via mobile phone
Base: Urban online consumers Source: Cimigo NetCitizens Study 2012
of whom
31% via non-smart phone
25% via smart phone
Will the small screen take over?
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29% in Metro Cities
23% in Tier 2 Cities
Base: Urban online consumers Source: Cimigo NetCitizens Study 2012
28% in Metro Cities
33% in Tier 2 Cities
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At home At work Wherever WiFi
Wherever 3G/GPRS
The home & workplace remain key environments, but mobility has gained...
84% 31% 30% 30%
Base: Urban online consumers Source: Cimigo NetCitizens Study 2012
How are they getting there? Increasingly via mobile.
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So what? You can be with your customer, wherever they are.
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What are they doing there?
Your customers are online every day of the week giving you ample chance to reach them.
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Mon Tues Weds Thurs Fri Sat Sun
67% every day
Base: Urban online consumers Source: Cimigo NetCitizens Study 2012
And they are not quiet. Giving you ample chance to open a dialogue.
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48% chatting weekly
45% socially networked
Base: Urban online consumers Source: Cimigo NetCitizens Study 2012
They are increasingly searching for key information on the move...
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Of those who access via mobile...
25% have looked up a product in-store
19% have price-checked a product in-store
Base: Urban online consumers
Consumers are probably looking for you now...
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75% say the internet helps them find out about new products
Base: Urban online consumers Source: Cimigo NetCitizens Study 2012
What are they doing there? They are active, networked, loud... & they are probably looking for you.
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So what? Help them find you and not your competitor. Engage, communicate, & meet that need.
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Where are you? What are you doing about it?
Questions worth asking for 2013...
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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?
Thank You.
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Appendix (Not presented)
About Cimigo
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Cimigo
Vietnam Indonesia India
China Hong Kong
Philippines Singapore
3 billion customers We now have the privilege of representing
Starting 9 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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Net-gains for Brand Value And for stronger consumer engagement & intelligence.
www.facebook.com/CimigoVietnam
@cimigovietnam
www.linkedin.com/company/cimigo
www.chaocimigo.vn
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We look forward to talking with you.
cimigo.com The Voice of the Customer