understanding and measuring digital consumer behaviour ......understanding and measuring digital...
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Understanding and Measuring Digital Consumer Behaviour Across Devices in Vietnam Joe Nguyen @jnguyen @comScoreAPAC Senior Vice President, Asia Pacific comScore, Inc.
Agenda • State of Digital in Vietnam
• Measuring Digital
• Measuring Mobile in Stages
• MMX Multi-Platform
New Enumeration
PC Home and Work 6+ 23,838,314PC Any Location 6+ 27,780,722Total Mobile (Smartphone/Tablet 18+) 24,951,731 Smartphone - Android 17,346,507 Smartphone - iOS 7,955,174 Tablet - Android 2,167,476 Tablet - iOS 2,115,377Total Digital Population 37,397,256
Smartphone Tablet Laptop Desktop
Mobile Only: 9,616,534 PC Only: 12,445,525
What is the state of digital in Vietnam?
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15
PC
Mobile
Tablet
Other
Platform Share of Page Views
2015: Mobile web page view traffic is growing at the expense of PC traffic
Source: comScore Device Essentials, April – September 2015, Vietnam
0%
10%
20%
30%
40%
50%
60%
70%
Mar-16 Apr-16 May-16 Jun-16 Jul-16 Aug-16
PC Mobile Tablet Other
Platform Share of Page Views
2016: PC and Mobile traffic stabilizing
Source: comScore Device Essentials, March – August 2016, Vietnam
Measuring digital
= Panel = Census Tags
Measuring mobile – Phase 1
Vietnam: Mobile Metrix Top 10 properties
Source: comScore Mobile Metrix, August 2016, Vietnam
Mobile is approaching desktop scale
Source: comScore Mobile Metrix, Vietnam, August 2016 Note: Mobile Metrix in Indonesia uses comScore’s census-based methodology that reports on only tagged entities. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will only be measured on those tagged assets, which will have an impact on the total reported metrics of their entity.
25,000
20,000
15,000
10,000
5,000
DESKTOP TOP 10 ENTITIES MOBILE BROWSING TOP 10 ENTITIES
(Figures in ’000 unique users)
Site
1
Site
2
Site
3
Site
4
Site
5
Site
6
Site
7
Site
8
Site
9
Site
10
Site
1
Site
2
Site
3
Site
4
Site
5
Site
6
Site
7
Site
8
Site
9
Site
10
Travel Newspapers Lifestyles Sports Weather Search/Navigation
Source: comScore Mobile Metrix, Vietnam, August 2016 Note: Mobile Metrix in Indonesia uses comScore’s census-based methodology that reports on only tagged entities. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will only be measured on those tagged assets, which will have an impact on the total reported metrics of their entity.
Choice of mobile device is heavily based on function
CATEGORY SMARTPHONE AVG. MINS PER USER
TABLET MINS PER USER AS A % OF SMARTPHONE
Multi-Platform majorities are taking over (% accessing digital content on more than one device)
CA 58%
US 64%
UK 64%
AR 45%
AU 62%
BR 45%
CH 61%
DE 69%
FR 58%
IT 45%
CO 41%
ES
55%
SG 64%
TW 61%
Source: comScore MMX Multi-Platform, June 2016
Source: comScore MMX Multi-Platform, August 2016 *Malaysia 15–34 for Millennial bracket Note: Some markets use a census-based methodology for Smartphone and Tablet measurement, that reports on only tagged entities. Properties which only tag some of their assets (e.g. website but not app) or partially tag (e.g. homepage only) will only be measured on those tagged assets.
Younger demographics heavy drivers of mobile adoption
MULTI-PLATFORM MOBILE ONLY DESKTOP ONLY
All Users Millennials (18–34s)* (% mobile or multi-platform) (% mobile or multi-platform)
0% 20% 40% 60% 80% 100%
USA
UK
Singapore
Malaysia
Vietnam
0% 20% 40% 60% 80% 100%
USA
UK
Singapore
Malaysia
Vietnam 69% 88% (+19pts)
68% 87% (+19pts)
85% 91% (+7pts)
71% 89% (+18pts)
76% 94% (+18pts)
Multi-Platform provides holistic digital media measurement across multiple devices
MMX Multi-Platform
provides an unduplicated view of total digital audience behaviour
across desktops, smartphones and tablets.
Desktop Audience
Smartphone & Tablet
Example: Content is being consumed across multiple devices by the same person everyday
% SHARE OF DAILY INTERNET VISITS WITHIN A PLATFORM
Source: comScore Device Essentials
How does Multi-Platform consumption vary by property / category?
CATEGORY AVERAGE
DESKTOP ONLY MULTI-PLATFORM MOBILE ONLY
PROPERTY 1
DESKTOP ONLY MULTI-PLATFORM MOBILE ONLY
PROPERTY 2
DESKTOP ONLY MP MOBILE ONLY
How does my properties’ Multi-Platform consumption stack up?
= Panel = Census Tags
Measuring mobile – Phase 2
comScore MMX Multi-Platform
is now officially LAUNCHED in Vietnam!
Vietnam: MMX Multi-Platform Top 10 properties
Source: comScore MMX Multi-Platform, August 2016, Vietnam
Vietnam: MMX Multi-Platform Age & Gender
Source: comScore MMX Multi-Platform, August 2016, Vietnam
Adtima – VNG on MMX Multi-Platform
Source: comScore MMX Multi-Platform, August 2016, Vietnam
Vietnam >>
USA >>
= Panel = Census Tags
Measuring mobile – Phase 3
