Digital Mindshare 2013 Slide

Digital 2013
Mindshare


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In 1996 it took 25 mins to download 1 song…


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To insert a Mindshare image, on the Mindshare tab of the ribbon, click Mindshare Images.
To insert an image from your files, click the icon in the centre of the placeholder. (If you do
not see the icon, on the Insert tab, in the Images group, click Picture.)

After replacing your image, on the Picture Tools Format tab, in the Arrange group,
click the arrow beside Send Backward and then click Send to Back to display text.

…Now it takes 25 seconds on your mobile phone


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


He’s made a lot of money

5

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


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How many of you knew this guy 1 year ago?


To insert a Mindshare image, on the Mindshare tab of the ribbon, click Mindshare Images.
To insert an image from your files, click the icon in the centre of the placeholder. (If you do
not see the icon, on the Insert tab, in the Images group, click Picture.)

After replacing your image, on the Picture Tools Format tab, in the Arrange group,
click the arrow beside Send Backward and then click Send to Back to display text.

The world is going through a period of profound
change

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It’s happening quickly and it’s driven by
technology and the internet


What does this mean for
Vietnam?

The landscape is changing fast

0.88 0.88
0.86
0.73
0.67

0.67
0.63

0.55

0.51
0.45

0.40.39
0.34

0.36
0.21
0.15
0.14
0.120.11
0.11
0.11
0.06
0.05 0.07

10

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

2008
2010
2012


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

Average Minutes Spent Per Day

140.22134.14
124.08

73.93
32.12 34.2 38.56

All Television

83.93

44.27
16.99 22.22 15.65

13.74 13.06 15.58

Magazine

Radio

Newspaper
2008

2010

Int ernet

2012

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%).

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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

135.42
130.03
126.46

F 16-24

147
136.72
125.87

127.18
116.99

84.58

TV

Internet

-4min

104.24
102.05

2008
2010
2012

+42min

62.57

TV

-21min

M 25-34

134.14
117.54
112.93

-21min

12

+41min

F 25-44

103.22
81.09

146.42
135.77
128.66

56.92
41.56
21.88

45.18

TV

Internet

Internet
+58min
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45

TV
-17min

Internet
+35min


Changing attitudes towards media and advertisement

The last 5 years show a
“TV commercials provide truthful

2012

information”

downward trend in trust in

41.2

2010
2008
“I trust TV news to report accurately”

advertisement and traditional

47.7

media.

50.1

2012

49

2010
2008
“I trust newspapers to report accurately”

2012

anymore.

46.5
51.2

2008

55.4

2012

43.4

2010

48.7

2008

61.2

2012
“I have less and less trust in companies
and brands”

what they are being told

62

2010

“I like watching TV advertising”

Urban adults don’t just believe

56.6

TV advertising has dropped

59.5

2010

The number of people who like

significantly

54.3

2008

52.7

0

10

20

30

40

50

60

70

80
%

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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
%

80

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

72

70
60
50

38.3

40
30
20

19.5

10
0

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.

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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
84.4

80.2

62.9

71.5
46.5

Internet penetration is skewed towards the young audiences

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Source: 3D 2012

Time of day usually go online

%

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

70
60

50
40
30
20
10
0

37
23


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 .

Social Network penetration

%

100
90
80
70
60
50
40
30
20
10
0

72

79.2

%

Social Network have a profile on

100

83.9
68.3

61.9

80
60

0

45

57

42

17

14

30
16

M16-24

F16-24

M25-34

Yahoo!
ZingMe

26
13

F25-44

Facebook
Google+

Having a social network is skewed towards the

Amongst the older adults, Yahoo! has a definite lead over Facebook, whereas

younger online adults

amongst the younger adults, Yahoo! and Facebook are almost evenly
popular.

16

78

58

40
20

84

7978

7774

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.

Mobile internet penetration

%

100
90
80
70

60
50
40
30
20
10
0

%

Time of day use mobile internet

50
40
30
51.2

59

22

20

60.9
51.9

10
43.8

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

30


People read newspapers cross platform

%

90
80

More females than males read hard copy newspapers, whereas males are more

80.2

likely to read a newspaper website than females.

70
60

Reading the news via app’s is still very low amongst Vietnamese adults. Males, and

55.8

especially young males, are more likely to use newspaper apps.

50
40
30
20
10

5.2

2

2.2

1.7

M25-34

F25-44

0

All adults

18

Source: 3D 2012

M16-24

F16-24

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

2.3


…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.

%

100
90
80

Reading magazines via app’s is still low, but there is a skew towards the young females

81.8

and males.

70
60
50

48.1

40
30
20
6.5

10
0

All adults

19

Source: 3D 2012

M16-24

2.7

1.6

F16-24

Base: 898 urban adults who read/buy magazines

M25-34

F25-44

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.

How usually listen to the radio

4% 3%
14%

HCMC

VOV Giao Thong

66%

Voice of HCM

48%

Voice of Binh Duong

33%

Xone FM

17%

VOV1

16%

Radio stations listened to in last 7 days

Hanoi

VOV Giao Thong

50%

VOV1

38%

Voice of Ha Noi

27%

VOV3

19%

Xone FM

8%

0

0

0
By mobile phone
Through a radio set
In car/ taxi

20

Radio stations listened to in last 7 days

On a radio cassette
Via public loudspeakers
On the internet

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


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