The Digital Media Habits and Attitudes of Southeast Asian

Consumers

Reprint from Nielsen report

October 2011

Agenda

• Internet Adoption

• Consumer Technology

• Online User Environment

• Cross Media And Cross Screen

Behavior

• Online Services, Activities And Content

• Social Media

• Online Advertising

2

Internet Adoption

3

Internet penetration in VN is quite high compared with the other countries in SEA. 4

Internet usage is highest amongst younger consumers, and declines with age. With the exception of the Philippines, men are more likely to be regular internet users than women. 5

For many consumers, digital media is ingrained in their everyday lives.

64%

Vie

tnam

Consumer Technology

From hi-speed Internet access and WiFi to smartphones and tablets, it’s easier now for consumers to get online than it has ever been

7

• In other areas of digital media another revolution has been taking place – the ‘on demand’, anytime, anywhere nature of media consumption

• Supported by multiple device ownership, mobility, greater bandwidth and access to a global pool of content, consumers are sourcing information, entertainment and other tools via the Internet in addition to traditional methods.

8

- In all markets except Indonesia, desktop computer ownership is high - Tablet computers have seen strong uptake across the region, with the exception of Indonesia and Vietnam.

9

10

- Tablet ownership is expected to further increase in the year ahead, in particular in Malaysia, Singapore and Thailand - Like tablet computers, smartphones are gaining in popularity amongst digital consumers and purchase intent in the year ahead is high, particularly in Malaysia and the Philippines.

Amongst digital consumers, mobile phone ownership has reached saturation point. Smartphones are prevalent in Singapore and Thailand, and gaining ground in Malaysia, Indonesia and the Philippines. Penetration is considerably lower in Vietnam at just 11%

11

Smartphone and internet-capable mobile phone penetration varies across the region, the use of apps sees widespread popularity, including paid apps.

12

Default apps

• Desktop is still mainly used in Vietnam to access Internet

13

Online User Environment

14

15

The mobile phone, as a facilitator of internet access, is now very popular across Southeast Asian markets, with the exception of Vietnam

16

Device mainly used in Vietnam to access Internet is Desktop PC

Cross Media And Cross Screen Behavior

17

- In markets other than Indonesia and Vietnam, digital consumers now spend more time, on average, accessing the internet than they do with main media (including TV, radio and printed newspapers).

- In Vietnam, time spent using the internet is largely on par with that spent watching TV. 18

19

Accessing the internet whilst watching TV is the most common media multi tasking activity undertaken, occurring at least several times per week

20

While broadcast TV remains the more popular option for watching television, a considerable proportion of Southeast Asian digital consumers now stream and/or download TV content from unofficial and official online sources

Online Services, Activities And Content

21

News and search are the most popular online activities undertaken by VN digital consumers on a weekly basis. 22

Note: SN – Social Networks, IM – Instant Message

The popularity of online video amongst Southeast Asian digital consumers points to opportunities not only in content delivery via the internet, but also rich online advertising messages, to complement those previously confined to television. 23

Social Media

24

25

The rise of social media provides brands with more customer touch points and more information about their customers and preferences than ever before.

26

Online social media exploded onto the media scene at the end of the last decade. Southeast Asian digital consumers are on-board and in all markets except Vietnam.

Not only can brands deliver messages and content to customers via this channel, but they should also listen to the conversations taking place through social media. Southeast Asian digital consumers are actively posting their own opinions about brands and services online, and reading other consumers’ comments, as part of the decision making process .

27

The conversion rate of trial to regular users is quite high.

28

Online Advertising

29

30

Digital consumers in Vietnam show the greatest positivity toward online advertising while those in Thailand are the least positive. They are more likely to feel positive towards online advertising that is relevant to their needs and interests .

Thank you!

31