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The HerVietnam.com
Index© 2010
A Survey of Women and
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the Internet in Vietnam
Juliette Miremont MortonCEO & Founder
HerVietnam.com
Who are we ?
AuFeminin.com is the #1women portal in the world
29,8 million users worldwide (Comscore)
Most popular online woman's advertising platform in
Europe
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Europe
0,25 M
HerVietnam.com since 2009
…the leading website for
professional women in
Vietnam
•87% have a University Degree or higher
We surveyed women online from June 1 to June 30th 2010
56 % work in private companies
62 % are over 25 years old
2285 online women surveyed
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62 % are over 25 years old
50% access the Internet most
frequently from home, 31% from the
office
58% are professionals
58% in HCMC and 32% in Hanoi
Are you a HerVietnam.com visitor ?
The purchasing profile of the women we surveyed
When they do buy for themselves :
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•81% buy personal hygiene several times a month
•74% buy cosmetics four times a year or more
•60% buy new clothes several times a month
57% prefer buying the brandsrather than waiting for promotions
The online women surveyed are decision-makers
Which statement describes you best ?
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...3% let their husbandsdecide but
30% are involved in their
beauty decisions62% of women and sole or co-decision makers in their household
The most important areas of influence
Which decisions have you heavily influenced recently in your family ?
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Which sources of information are women using to make these decisions ?
Women check online before they buy
For which kind of product purchase do you use the Internet most frequently ?
87% of women
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87% of women
checked the Internet
before making their purchasing
decisions
The Internet compared to other media sources
The HerVietnam.com Index © 2010The Index is calculated every 6 months by summing the frequency each source is cited (x by 100)
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The Internet is the most
widely used source of
information for key women purchases
Where do you find information about these products ?
The exchange of experience is a key factor
Have you ever been influenced by an online review ?
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Women are open to giving their
opinion online :
82% declare having already
commented on a product online
“I don’t mind reading a PR
article to learn about a new
product on the market.
However, if the product has
been around for a while, I
prefer online reviews from
others women”
Women turn to the Internet for advice
Women use the Internet most
frequently for advice on
…cooking, career & finance,
and parenting
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Women websites top the score
Types of websites cited as most used before buying
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•Women websitesare considered the
•most reliable source of information cited by
70% of women
Brand websites, a good source of information
56% visit brand websites to gather information before buying….
88% have clicked on a banner to visit a brand website
71% have been influenced to buy by clicking on a banner
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What types of websites offer the most reliable information ?
How about online shopping ?
71% declare having
already bought a newproduct online Fashion and cosmetics are the most frequently
purchased online products for women
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What are the implications of this research ?
To market to professional women, you should consider:
Going online
Customizing your message
for women
Women influence or make most purchase decisions
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Finding your women customers online and address
their questions
Building trust and respect for
your brand online in addition to offline
The Internet is a preferred source of information for women
Woman like to rely on shared experience to make decisions
HerVietnam.com double-expertise : the online media and women
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Sponsorship options depend on brand marketing objectives
Our campaigns are customized according to your objectives
� High impact � Social Media � Micro-site � Direct � Background
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Sponsorship options depend on brand marketing objectives� High impact
banner
formats
� Alternative
traffic drivers
� Social Media
activation
� Women
seeding team
� Top bloggers
reviews
� Micro-site
� Community
contests
� Sampling
� Test &
Review
� Direct
marketing
� Member
newsletter
� Email blast
� Product Testing
� Background
theme
� Sponsored
section
� PR visiblility
Some sample clients of HerVietnam.com
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For additional questions, please contact us at :
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To download a copy of the report (in EN and VN) and of the presentation : www.hervietnam.com/downloads