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Key Trends Shaping the Digital Landscape And The Current State of the Internet in Vietnam 11 December 2012 Joe Nguyen, Snr Vice President, APAC – comScore e: [email protected] t: @jnguyen Analytics for the Digital World

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Page 1: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Key Trends Shaping the Digital Landscape And The Current State of the Internet in Vietnam 11 December 2012 Joe Nguyen, Snr Vice President, APAC – comScore e: [email protected] t: @jnguyen

Analytics for the Digital World

Page 2: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary 2

Today’s Global Internet User

Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+ Home/Work Location, Worldwide, April 2012

24

Number of Hours Spent Online

2,300

pages of content consumed

56 Distinct Visits to the Web

174

Online Videos Viewed

121

Searches Performed

1 in 5 Minutes Spent

Social Networking

Page 3: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

The U.S. Is No Longer the Center of the Online Universe

3

In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of the online population.

Asia Pacific

Distribution of Worldwide Internet Audience

66%

13%

34%

87%

1996 2011

U.S. Internet Population vs. Rest of the World

Rest of the World

U.S.

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012

Asia Pacific, 41.1%

Europe, 26.6%

North America,

14.5%

Latin America,

8.9%

Middle East-

Africa, 8.9%

Page 4: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

China, the U.S. and Japan Represent Largest Online Populations

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012

333,930 188,478

73,466 57,838 56,924

51,600 45,478 43,207

37,613 31,005

China United States

Japan India

Russia Germany

Brazil France

United Kingdom South Korea

World’s Largest Internet Markets Unique Visitors (000)

Page 5: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Vietnam’s Online Population has grown 15% since October 2011

0 2,000 4,000 6,000 8,000

10,000 12,000 14,000 16,000

All Females (15+) All Males (15+)

5

Online Population in 000s

•  53% male •  5.7 million

between 15-34 •  70% of VN

males

•  47% female •  5.4 million

between 15-34 •  75% of VN

females

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Aug 2011-Oct 2012

Page 6: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Vietnam is similar to other SEA countries in Age Distribution of Online Users

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012

74.7% 74.4%

73.3% 71.2% 70.7% 70.6% 70.6%

65.8% 62.6% 62.3%

52.8%

India Thailand Vietnam

Venezuela Indonesia

Philippines Turkey

Colombia Mexico

Malaysia Singapore

% of Internet Audience Under Age 35

Page 7: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

These Young Users Account for an Even Greater Share of Time

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012

77.5%

78.6%

71.4%

71.0%

65.0%

58.4%

22.5%

21.4%

28.6%

29.0%

35.0%

41.6%

Thailand

Vietnam

Indonesia

Philippines

Malaysia

Singapore

Share of Total Online Minutes

Under Age 35 Age 35 and Older

Page 8: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

In most of SEA, Total Engagement Falls Below Global Average – EXCEPT VN and TH

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012

23.8

39.6 37.1

29.8 29.1

21.5 19.2 17.4 16.3

Worldwide U.S. UK Thailand

Vietnam Singapore

Philippines Malaysia

Indonesia

Average Hours Spent Online, April 2012

Page 9: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

4 KEY TRENDS SHAPING THE DIGITAL LANDSCAPE

! SOCIAL NETWORKING

! E-COMMERCE

! ONLINE VIDEO

! MOBILE

Page 10: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

SOCIAL NETWORKING

Page 11: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

The Rise of the Global Social Networking Audience

0

200

400

600

800

1,000

1,200

1,400

1,600

2007 2008 2009 2010 2011

+174%

+88% Total Internet

Social Networking

Source: comScore Media Metrix, March 2007 - October 2011

Worldwide Total Unique Visitors (MM)

Page 12: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Vietnam has seen an 17% increase in Social Networkers Y-O-Y

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Oct 2011- Oct 2012

Page 13: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Source: comSCore Media Metrix, March 2007 – October 2011

Page 14: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

The Philippines has the Highest Reach for Social Networking, but Thailand is Home to the Most Engaged Social Networkers

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012

96.0%

94.7%

94.2%

92.6%

92.5%

86.3%

Philippines

Singapore

Malaysia

Indonesia

Thailand

Vietnam

Social Networking % Reach of Visitors

8.9

8.0

5.6

4.9

3.7

3.7

Thailand

Philippines

Malaysia

Indonesia

Singapore

Vietnam

Social Networking Average Hours per Visitor

In Oct. 2012, this was 5.9 Hrs per visitor!

Page 15: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

e-Commerce

Page 16: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Asia Pacific Falls Below the Global Average for Retail Visitation

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012

72.0%

88.6%

78.1%

70.6%

67.0%

51.2%

Worldwide

North America

Europe

Latin America

Asia Pacific

Middle East - Africa

% Reach of Retail Category by Global Region

% Reach of Retail Category APAC Taiwan 85.8% Japan 83.9% New Zealand 80.7% Vietnam 79.2% Australia 72.7% South Korea 72.4% Hong Kong 70.0% Singapore 67.2% Thailand 66.8% China 64.9% India 57.6% Indonesia 54.9% Philippines 50.7% Malaysia 50.2%

Page 17: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

But eCommerce is dependent on Banks…

And Travel!

Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Oct 2011- Oct 2012

Page 18: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

ONLINE VIDEO

Page 19: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

1.2 Billion People Worldwide Viewed a Total of 211 Billion Videos in April 2012

Source: comScore Video Metrix, Viewers Age 15+ Home/Work Location, April 2012, Worldwide

87.6

4.1

3.5

3.1

2.7

Google Sites

Youku Inc.

Dwango Co., Ltd.

VEVO

Tencent Inc.

Top Global Video Properties by Videos Viewed (Billions)

Share of Videos

41.4%

1.9%

1.6%

1.5%

1.3%

2 in every 5 Videos Viewed on YouTube

Page 20: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Vietnam has more Online Video Viewers than many other Asian Countries

Source: comScore Video Metrix, July 2012

Page 21: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Youtube leads, but local sites do very well!

Source: comScore Video Metrix Vietnam, July 2012

Page 22: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

MOBILE

Page 23: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

11.5%

9.5%

8.2%

7.7%

7.1%

6.5%

5.2%

5.1%

2.8%

1.5%

Singapore

UK

U.S.

Australia

Japan

Canada

Spain

India

France

Brazil

Non-Computer Traffic for Selected Markets Mobile Tablet Other

Mobile & Tablet Devices Shifting How Users Connect Across the Globe

Source: comScore Device Essentials, Dec-2011

Page 24: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary Confidential and Proprietary 25

Weekday Share of Device Page Traffic in the Singapore

PCs dominate working hours

Tablets rule the home

Smartphones bridge the gaps

Source: comScore Device Essential, Week of May 14, 2012, Singapore

Cross-Device Consumption Trend: Device Usage Differs Throughout Day

PCs dominate working hours

Page 25: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Tablets Account for More than 40% in Malaysia, Philippines, Thailand

Source: comScore Device Essentials, March 2012

58.9% 54.6% 49.5% 51.0% 77.8%

90.2%

39.3% 44.5% 42.8% 46.2%

21.5% 9.4%

Singapore Malaysia Philippines Thailand Vietnam Indonesia

Share of Non-Computer Traffic by Market Mobile Tablet Other

Page 26: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Key Takeaways

•  Vietnam’s Internet Population is very young and growing

•  Like elsewhere, Social Networks are dominating users’ time

•  eCommerce in VN is still far away and banks and travel will have to lead

•  Vietnamese, more than other SEA counterparts, love online videos

•  Mobile internet and tablet usage are still growing in Vietnam

27

Page 27: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Google Confidential and Proprietary

Last Thought – VN Total Adspend vs. Digital since 2001

28

0

100

200

300

400

500

600

700

800

900

1000

0

2

4

6

8

10

12

14

16

18

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Digital AdSpend (US$ Million) Total AdSpend (US$ Million)

Source: ZenithOptimedia - ADVERTISING EXPENDITURE FORECASTS DECEMBER 2012

Dig

ital A

dspe

nd (U

S$

Mill

ion)

D

igital TOTA

L Adspend (U

S$ M

illion)

Page 28: Thinkdigitalgoogle 11-12-12comscore-121211021612-phpapp02

Key Trends Shaping the Digital Landscape And The Current State of the Internet in Vietnam 11 December 2012 Joe Nguyen, Snr Vice President, APAC – comScore e: [email protected] t: @jnguyen

Analytics for the Digital World