Digital 2013 Mindshare

In 1996 it took 25 mins to download 1 song

Now it takes 25 seconds on your mobile phone

To update this brand zone text, on the Insert tab, click Header & Footer 3

Facebook has reached 1,000,000,000 ++ users

Hes made a lot of money

5 To update this brand zone text, on the Insert tab, click Header & Footer

How many of you knew this guy 1 year ago?

6

The world is going through a period of profound change

To update this brand zone text, on the Insert tab, click Header & Footer 7

Its happening quickly and its driven by technology and the internet

What does this mean for Vietnam?

The landscape is changing fast

88% 88% 86%

73% 67% 55% 51% 45% 40% 39% 34% 36% 67% 63%

2008 2010 2012

21% 11% 5% 15% 12%11% 14% 11% 6%

7%

TV Daily

Cable TV Daily

Newspaper Daily

Magazine Daily

Radio Daily

Cinema Monthly

Outdoor Daily Internet Daily

10

Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

Internet consumption has grown over the past 5 years, as time spent watching TV has declined
140

134

Average Minutes Spent Per Day

124 84

74 32 34 39 17 22 16 14 13 16 44

All Television

Newspaper

Magazine 2008 2010 2012

Radio

Internet

Although time spent watching TV is decreasing, people increasingly watch TV online and/or on mobile device. In 2012 19% of urban adults has watched LIVE TV online in the last month, (15% in 2010). These people mostly watch on the internet (16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%).
11

Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

The increase in time spent online compared with time spent watching TV is most visible amongst Men 25-34
M 16-24
130 135 126 85 147 117 127 2008 2010 2012 63 137

F 16-24
126 102 104

TV -4min

Internet +42min

TV -21min

Internet +41min

M 25-34
134 118 113 81 45 103

146

F 25-44
136 129

42 22

57

TV -21min
12

Internet +58min

TV -17min

Internet +35min

Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

Changing attitudes towards media and advertisement

TV commercials provide truthful information I trust TV news to report accurately 2012
41 48 50 49 57 62 47 51 55 43 49 61 60 54 53

2010
2008 2012 2010 2008

The last 5 years show a

downward
trend in trust in advertisement and traditional media. Urban adults dont just believe what they are being told anymore.
The number of people who like TV advertising has dropped significantly
80 %

I trust newspapers to report accurately

2012 2010 2008

I like watching TV advertising

2012 2010 2008

I have less and less trust in companies and brands

2012 2010 2008 0 20 40

60

13

Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

The decreasing trust in traditional media goes alongside an upward trend in online media
Social network penetration
72

% 80 70 60 50 40 30 20 10 0

Across the Asia-pacific region, Vietnam has the highest video viewing penetration: 89.8% reach of web population*

38 20

2008

2010

2012

Vietnamese people are curious and they actively look for information themselves. Social media serves as an expansion of WOM: People share opinions, ask questions and so they look for their own truth, not the truth of the advertiser.
14

Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet * ComScore Data Gem

134 minutes online per day

63% of all adults has used the internet in the last 3 months. These adults go online 26 times a month and on an average day they spend 134 minutes online.

%
100 90 80 70 60 50 40 30 20 10 0

Internet penetration
84 80 72

% 70 60

Time of day usually go online

63 47

50
40 30 20 10 23 37

All M 16- F 16- M 25- F 25adults 24 24 34 44

Internet penetration is skewed towards the young audiences

Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet

15

72% of adults has a social network

72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month.
%
100 90 80 70 60 50 40 30 20 10 0

Social Network penetration

79 84
68 62

%
90 80 70 60 50 40 30 20 10 0

Social Network have a profile on

77 74 79 78 84 78 58 45 42 30 17 14 16 26 13

72

57

All M 16- F 16-24 M 25- F 25-44 adults 24 34

M16-24 Yahoo!

F16-24 Facebook

M25-34 ZingMe

F25-44 Google+

Having a social network is skewed towards the younger online adults

Amongst the older adults, Yahoo! has a definite lead over Facebook, whereas amongst the younger adults, Yahoo! and Facebook are almost evenly popular.

16

Source: 3D 2012

Base: 1,790 urban adults who use internet, of who 1,253 social network

Mobile Internet
51% of the online adults use mobile internet, with an average of 27 times a month.
% 100 90 80 70 60 50 40 30 20 10 0
All M 16-24 F 16-24 M 25-34 F 25-44 adults

Mobile internet penetration

% 50 40 30

Time of day use mobile internet

30 22

59 51

61 52 44

20 10 0

Using mobile internet is quite spread over the day, which is the convenience of going online on your phone

17

Source: 3D 2012

Base: 1,790 urban adults who use internet, of who 996 use mobile internet

People read newspapers cross platform

%
90 80 70 60 50 40 56 80

More females than males read hard copy newspapers, whereas males are more likely to read a newspaper website than females. Reading the news via apps is still very low amongst Vietnamese adults. Males, and especially young males, are more likely to use newspaper apps.

30
20 10 0

A hard copy Newspaper Smartphone iPad/tablet Shared links website app app

Email bulletins

Other

All adults

M16-24

F16-24

M25-34

F25-44

18

Source: 3D 2012

Base: 2,118 urban adults who read/buy newspapers

and magazines
More females than males read hard copy magazines, especially the 25-45 females. Males are more likely to read a magazine online than females.
82

%
100 90 80 70 60 50 40 48

Reading magazines via apps is still low , but there is a skew towards the young females and males.

30
20 10 0 A hard copy Magazine website Smartphone app iPad/tablet app Other 7 2

All adults
19

M16-24

F16-24

M25-34

F25-44

Source: 3D 2012

Base: 898 urban adults who read/buy magazines

Radio is consumed through mobile phones

32% of the urban adults has listened to the radio in the last month. These adults listen to the radio 20 times a month, for an average of 50 minutes.
Radio stations listened to in last 7 days HCMC 66% 48% 33% 17% 16% Hanoi 50% 38%

How usually listen to the radio

VOV Giao Thong Voice of HCM

4% 3% 14% 16% 18% 46%

Voice of Binh Duong Xone FM VOV1 Radio stations listened to in last 7 days VOV Giao Thong

By mobile phone Through a radio set In car/ taxi

On a radio cassette Via public loudspeakers On the internet

VOV1

Voice of Ha Noi VOV3

Xone FM

27% 19%
8%

20

Source: 3D 2012

Base: 922 urban adults who listen to the radio HCMC (331), Hanoi (126)

Consumer experience of the world does not fit in neat boxes

The lines between the real and virtual worlds are disappearing

The lines between the real and the virtual world are disappearing

What we as marketers call digital has just been absorbed into consumers daily lives
Mail is just Email or Messaging Music is just MP3 Photo Albums are just Facebook Videos on Tablet, PC or Mobile are just the new TV Conversations are on Facebook

Games are just played online, with friends, in social networks

Mobile phones are just something they use to pass the time when they are bored, and they use them to interact with whatever is around them

Our customers are the best integrated marketers out there

Your customers do not see the lines we see between channels They do not perceive how you communicate with them in the digital space as separate to the real world They are experts at connecting the two together already What they see on TV or Posters or in Newspapers, or at an event, or anywhere else in the real world they share and act on online That is the biggest opportunity in 2013

25

In the technology revolution, things change daily

1. Content is now more liquid 2. Communication is always on 3. And advertising is about Orchestration, not just Integration

Post digital communication is always on

Integration happens around social and mobile

Social listening becomes even more important for brands

Mobile devices are a key connector

Commerce gets legs and goes mobile

MOBILE IS THE MOST OVERHYPED MEDIUM IN THE SHORT TERM AND THE MOST UNDERHYPED MEDIUM IN THE LONG TERM.
MARTIN SORRELL, CEO, WPP

Customer service becomes more integrated with marketing

Think Mobile

Think Social

Dont think in boxes!

Beware the Cargo Cult mentality

THANK YOU!