3. 3
1. Where have your customers gone?
They’ve gone online.
2. How are they getting there?
Increasingly via mobile.
3. What are they doing there?
Networked, active, loud... & looking for you.
4. Where are you?
And what are you doing about it?!
4 Simple Observations...
5. Over 30 million internet users in Vietnam...
5
That’s more than the total populations of Australia,
New Zealand, & Singapore combined.
That’s surely an audience worth talking to, right?!
6. In urban areas, more are online than not at 58%.
6
Base: All Urban RespondentsSource: Cimigo NetCitizens Study 2012
7. From wet-market shopper to credit-card holder, the
majority of your customers are likely to be online...
7
Base: Urban users of stated categorySource: Cimigo NetCitizens Study 2012
8. Key Decision Makers & Influencers for household
brand-purchases are predominantly online...
8
Base: Urban Key Decision Maker/Influencer for household purchase of stated categorySource: Cimigo NetCitizens Study 2012
9. Where have your customers gone?
They’ve gone online.
9
So what?
There is a significant online audience for your
category.
You probably need to take advantage of that.
11. PCs and Laptops remain the key portal...
11
Base: Urban online consumers
81%accessed via
the good old PC.
Source: Cimigo NetCitizens Study 2012
48%via laptop
12. But, there is a mobile revolution going on...
12
48% have accessed the
internet via mobile phone
Base: Urban online consumersSource: Cimigo NetCitizens Study 2012
of whom
31% via non-smart phone
25% via smart phone
13. Will the small screen take over?
13
29% in Metro Cities
23% in Tier 2 Cities
Base: Urban online consumersSource: Cimigo NetCitizens Study 2012
28% in Metro Cities
33% in Tier 2 Cities
14. 14
At home At work Wherever
WiFi
Wherever
3G/GPRS
The home & workplace remain key
environments, but mobility has gained...
84% 31% 30% 30%
Base: Urban online consumersSource: Cimigo NetCitizens Study 2012
15. How are they getting there?
Increasingly via mobile.
15
So what?
You can be with your customer, wherever they
are.
17. Your customers are online every day of the week
giving you ample chance to reach them.
17
Mon Tues Weds Thurs Fri Sat Sun
67%every day
Base: Urban online consumersSource: Cimigo NetCitizens Study 2012
18. And they are not quiet. Giving you ample
chance to open a dialogue.
18
48% chatting weekly
45%socially networked
Base: Urban online consumersSource: Cimigo NetCitizens Study 2012
19. They are increasingly searching for key
information on the move...
19
Of those who access via mobile...
25% have looked up a product in-store
19% have price-checked a product in-store
Base: Urban online consumers
20. Consumers are probably looking for you now...
20
75%say the internet
helps them find out about new products
Base: Urban online consumersSource: Cimigo NetCitizens Study 2012
21. What are they doing there?
They are active, networked, loud...
& they are probably looking for you.
21
So what?
Help them find you and not your competitor.
Engage, communicate, & meet that need.
23. Questions worth asking for 2013...
23
1. Is your communication & brand engagement strategy
taking online sufficiently into account?
2. Are your online assets currently building brand and
product understanding effectively?
3. Are your online assets suited to the mobile revolution
and are they easy to use via tablet or phone?
4. Have you considered a POS online strategy to help
consumers make their choice, e.g. with QR codes?
5. Do you sufficiently understand how consumers are
using the internet to engage with your brand?
28. 28
consumer-rooted growth
Online Panels
45 Consultants
130 Full-time staff
12 Qualitative Specialists
5 Call Centres
Face-to-face
…put the consumer into the boardroom to deliver
650 Fieldworkers
Cimigo’s extensive set of resources and expertise...
29. Cimigo delivers a full range of services to ensure your
business remains connected to your consumers
Motivational research
Market scoping and segmentation
Concept testing
New product development
Brand positioning
1. Consulting Services
Market tracking
Product optimisation
Brand equity
Touch point management
Customer loyalty
2. Research Services
Ethnography
Accompanied shopping
In-depth interviewing
Focus groups
Vox pops
Telephone interviewing
Street intercepts
Mystery shopping
On line surveys
Social media tracking
30. 30
Net-gains for Brand Value
And for stronger consumer engagement &
intelligence.
www.facebook.com/CimigoVietnam
@cimigovietnam
www.linkedin.com/company/cimigo
www.chaocimigo.vn
31. 31
We look forward to
talking with you.
cimigo.com
The Voice of the Customer
Notas do Editor
Thank you very much for inviting me to speak today.
My role here is to outline the background of online usage & behaviour in Vietnam.
I have four very simple observations for you to take away.
Where have your customers gone? They’ve gone online.
How are they getting there? Increasingly via mobile.
What are they doing there? They’re networked, active, loud. And they are looking for you!
Where are you? What are you doing about it?
There are over 30 million internet users in Vietnam.
This is more than the combined populations of Australia, New Zealand, & Singapore combined.
This is surely an audience that is big enough that you would want to talk to them, right?!
These results are taken from our annual NetCitizens study of nearly 6000 people in Urban Vietnam.
Nearly 6-in-10 are now online.
We have found that from wet-market shopper to credit-card holder, the majority of your urban customers are likely to be online.
Sometimes we’ve heard it from brand-owners saying “but my target group isn’t online”.
Often it is companies who are selling to “housewives” that say this.
However, the modern Vietnamese housewife – who is still the household purchase decision maker – is actually online.
Whether it is for household care products, TVs, or shampoo – the customers are online.
Surely then, online is a potential vehicle to reach and engage your customers.
Where have your customers gone?
They’ve gone online.
So what?
There is a significant online audience for your category. You probably need to take advantage of that.
With the low cost of PCs, they have become a dominant access point.
Though nearly half are also accessing the internet through laptops.
Significantly though, mobile access has rocketed forward.
48% have accessed via a mobile phone.
Of which 31% is non-smart phone and 25% is smart phone (clearly an overlap of dual access).
Incidentally, tablet is at about 4%.
Whilst smartphone usage in Tier 2 cities lags behind Metro, probably because of cost.
1/3 of people in Tier 2 cities are accessing via non-smart phones.
Increasingly then, we’re seeing the small-screen begin to take over.
And we suspect this is happening in rural as well.
These are the top “places” for accessing the internet.
Internet cafes are now pushed down to 5th place.
Mobile access, whether wifi or network has become increasingly strong.
How are they getting there?
Increasingly via mobile.
Your communications will need to work across multiple platforms – access from home via PC still dominates.
But there is a massive opportunity now on the small screen – not just in key cities but also secondary ones too.
Once people are online, they are online a lot – 2/3 are accessing every day.
And they spend, on average over 2 hrs online per day.
Half are regularly engaging in chat with friends and contacts.
Half are members of social networks.
This is a great chance to open dialogue with them.
But it is also a huge risk too – as they may also talk negatively about your brand.
People are increasingly using their mobile to find out about products and services in store; as well as price checking.
Is it easy for them to find out about you?
Are you utilising the media to make an impact at the point of purchase?
And the reality is, they are probably out there looking for you now.
The internet has become a key source of information about new products and services that are available.
What are they doing there?
They are active, networked, and loud.
And they are probably looking for your brand now.
So what?
They want to find out more. Try and meet that need. Make sure it is you that they find and not your competitor.
Is your communication & brand engagement strategy taking online sufficiently into account?
Are your online assets currently building brand and product understanding effectively?
Are your online assets suited to the mobile revolution and are they easy to use via tablet or phone?
Have you considered a POS online strategy to help consumers make their choice, e.g. with QR codes?
Do you sufficiently understand how consumers are using the internet to engage with your brand?