Research and Consulting

You can download this presentation at

www.download.cimigo.com

or ask me for a CD today

Agenda

Cimigo 4

Cimigo Online 8

An Online Explosion 10

Online – A Destination For The Young 18

How Frequently Are They Online? 20

How and Where Are They Online? 24

Just What Are They Doing Online? 31

Which Are The Most Popular Sites? 38

Which Are Their Favourite Sites? 48

Are They Engaging With My Online Ads? 54

5 Questions You Should Answer For Your Brand 59

3
Delivering Fresh Consumer Perspectives

Cimigo is an independent research and consulting firm

operating throughout the Asia Pacific region.

4
Cimigo advise 4 of the top 5 advertisers in
Vietnam on their brand and communication
strategies.
Research Channels

Telephone interviewing Street intercepts In-depth interviewing Focus groups

Videographies Mystery shopping Online survey Online usability labs

6
Richard Burrage

Richard Burrage has seventeen

years of experience in market
research and strategic consulting.

Richard has worked across Asia

Pacific consulting across a range of
industries and business issues.

Richard has spent the last ten years

in Vietnam assisting in the
development and building of
numerous brands to achieve
leadership positions.

Richard is a UK national and resides

in HCMC with his Vietnamese wife
and their children.

Richard is the Managing Director of

Cimigo: www.cimigo.com

7
Cimigo Online
 “The internet is far more prolific than most
advertisers understand. Online behaviour is
understood by so few that most advertisers
are ‘shooting in the dark’ with no way of
planning nor assessing the impact of their
online presence.”
 An Online Explosion

21,070,995 Internet Users

18% increase over last year

Right now 25% of the population are

online

Source: VNNIC
Cimigo monitors who is actually online by
speaking to 12,000 people aged 15-64 in
metro Vietnam (HCMC and Hanoi) each
year.
Online Explosion

Cimigo, October 2005

2 in 10 metro consumers surfed the
internet weekly.

Just 15% of metro consumers
claimed that the internet was a
source of information on new trends
and brands.

Amongst 15-25 year olds 5 in 10
are now online at least once a
week.

Amongst 15-25 year olds just one
quarter claim that the internet is a
source of information on new
trends and brands.

Cimigo, Quarter 1 2009

4 in 10 metro consumers now surf
the internet weekly.

Today nearly 40% metro
consumers claim that the internet
is a source of information on new
trends and brands.

Amongst 15-25 year olds 8 in 10
are now online at least once a
week.

Amongst 15-25 year olds two
thirds claim that the internet is a
source of information on new
trends and brands.
12
4 In 10 Surf The Internet Weekly

100%

90%

80% Future Potentials

46 Never
51 53
70%

60%
Once a month
50% 8 or less often
9 9
40%
At least once a
30% week
46
20% 40 38

10%

0%
Total HCMC Hanoi

Source: Cimigo Express Q1 2009

13
Youth Core Internet Users; Reach These Users Today!!

12
29
11
46 43 42 Never
51 56
69 9 68
81 84
11 10 Once a month
9
9 or less often
9 78
62
9 8 At least
45 46 48 once a week
40 35 4
22 24 9
15
8

Total Male Female 15-24 25-34 35-49 50-64 AB C D E

Source: Cimigo Express Q1 2009 14

Internet Influence on Brands and Trends

87
TV Advertising 83
70

63
Reading magazines 59
86

53
Chatting with friends 48
51 Q1 2009
2008
40
In store promotion 37 2005
43

30
Direct mail received at home 32
35

39
Internet surfing 33
15

0 20 40 60 80 100

15
Cimigo looks at 1,000 on line users aged 15-
64 in metro Vietnam (HCMC and Hanoi) to
understand just what people are doing
online.
Approach

Who? 1,000 Internet users aged 15-64

Where? Ha Noi, Ho Chi Minh

When? October 2008

17
Online – A Destination For The Young
 Online Population Is Very Young – ¾ Under 35

On Line Population Is Young

Our
sample
represents 5%
50-64 17%
this group 19% years

35-49 23%
years
32%
25-34
years 29%

15-24
years
44%
31%

Internet Users Population

Source: Cimigo

19
How Frequently Are They Online?
9 in 10 At least Once A Week - Males More Regular

Total 45 39 5 6 5

Male 65 24 3 5 4

Female 32 48 7 7 7

15-24 38 50 6 33

25-34 53 24 3 11 10

35-49 54 25 5 10 6

50-64 49 37 14 9

0% 20% 40% 60% 80% 100%

Everyday Several times a week Once a week At least once a month Less often

21
 2 ½ Hours – 3 Hours Spent Online Daily On Average

Duration Online - Weekday (minutes per day) Duration Online - Weekend (minutes per day)

Low High Low High

Duration Duration Duration Duration
(Up to 90m’) (Over 90m’) (Up to 90m’) (Over 90m’)

(29%) (71%) (22%) (78%)

Average: 162m’ Average: 178m’

36
23
18 17 15 15
10 12 13 10 12
8 6 6

0-30

30-60

120-150

150-180

180-210
60-90

90-120
0-30

30-60

120-150

150-180

180-210
60-90

90-120

When Online When Online

Base: Respondents who use internet every day / several times a week (n=940)
22
How Frequently Are They Online?

45% Daily, 89% Once A Week

2 ½ Hours On Average

2 ½ Hours Not Spent Watching TV

How and Where Are They Online?
ADSL Primarily Used

Connection Usually Used

Slow Fast
Connection Connection

(11%) (91%)

91

9 6
3

Mobile Phone Dial up WIFI ADSL

25
Wireless Access Higher In Hanoi

Total HCMC Hanoi

Base 1067 531 536
ADSL 91 93 86
Connection Dial Up 9 8 12
Wifi 6 3 17
Mobile phone 3 1 7
Connection Fast 91 93 87
Slow 11 8 19

26
Home Access Most Common

Places Usually Use Internet

(N=1000 Internet Users In HCMC And Hanoi)

Weekday Weekend
70

60 57 58 54 54 55
54
50

39 39 39 38 39
40 35

30
24
20 19
20 16
13
9 9 10
10 5 5
4 4 4 3 4 4 4 3
2 1 1 1 1 0
0
Total HCMC Hanoi Total HCMC Hanoi

At home At internet shop\Cyber cafe At work

At college or school At someone else's home Do not use internet during..

27
Cyber Cafes Used More Often By 15 to 24 Year Olds

Places Usually Use Internet

(N=1000 Internet Users In HCMC And Hanoi)

Weekday Weekend
100

78
80 75 73
70 65
64
60 55 55
48
42
39 39
40 34
24 23
20
20 15 17 16 16
8 9
47 2 5 4 6 6 4
133 112 3 1 11 22 1 13
0
15-24 25-34 35-49 50-64 15-24 25-34 35-49 50-64

At home At internet shop\Cyper cafe At work

At college or school At someone else's home Do not use internet during..

Work Usage More Common Among 25 to 49 Year Olds 28

 PC, Internet Explorer Dominate Internet Usage

Total 96
PC
HCMC 96
Hanoi 95

Equipment Laptop 20
16
30
PDA / Mobile phone 4
3
8

Internet Explorer Total 65

HCMC 64
Hanoi 68
Web Browser Mozilla Firefox 19
19
20

Don’t Know 28
29
22

29
How and Where Are They Online?

ADSL

Home and Internet Cafes

PCs with Internet Explorer

Just What Are They Doing Online?
 A New World of Edutainment – News and Self Expression

Surf The Internet At Least Once A Month For..

(N=1000 Internet Users Aged 15-64 In HCMC And Hanoi)
Total 15-24
News Use for news 32 32 17
81 84
Visiting forum 6 26 9
41 31
Audience
Posting in forum 2 5 2
Content 9 8
Visiting blogs 6 16 18
Keep own blog (33%) 40 62
Writing blogs 1 10 17
28 48
Chatting 33 31 5
69 90
Comms Email 15 32 11
58 64
Instant messaging 9 17 2
28 36
Sending SMS 2 4 3
9 9
Sending greetings 013
3 4
Use a search site e.g Google 28 42 7
Search 76 90
Everyday Once a week or more Once a month or more

32
Amazing Medium For Self Expression and Growing

KEEP OWN BLOG

15-24 Years 35% 55%

Female 21% 43%

Hanoi 26% 35%

HCMC 17% 33%

Internet Users 20% 33%

2007 2008

33
 Blogging Way Ahead of Social Networks

Social Network (3%)

34
 A New World of Edutainment – Research, Music, Gaming, Movies

Surf The Internet At Least Once A Month For..

(N=1000 Internet Users Aged 15-64 In HCMC And Hanoi)
Total 15-24
Research for school\office w ork 18 35 10
62 76
Work
Searching for a job 2 4 5
11 9
Dow nloading music 9 34 10
53 73
Entertain
Watching movies 3 24 6
34 45
Playing games 11 25 4
40 58
Games Online gambling\betting 010
1 1
Visiting virtual w orld site such as Seconlife 01
1 1
Searching for consumer information 3 10 6
18 13
Shop
Shopping\visting buy and sell sites\Auctions 3 20 5
27 37
Searching for financial information 4 4 2
10 4
Bank E-Banking 012
3 1

Everyday Once a week or more Once a month or more

35
Searching and Entertainment Activities Increased Noticeably In 2008

Surf The Internet At Least Once A Month For..

(N=1000 Internet Users Aged 15-64 In HCMC And Hanoi)

Use a search site e.g Google 76

66

Email 58
66

Downloading music 53
40

Playing games 40
31
2008
Watching movies 34
25 2007
Writing blogs 28
19

Shopping\visting buy and sell sites\Auctions 27

21

Searching for consumer information 18

28

Searching for financial information 10

17

Sending SMS 9 Research for school/office work on

17
internet at least once a month
also increased from 63% in 2007
to 76% in 2008 by 15-24 years
36
Just What Are They Doing Online?

Edutainment
News
Communications
Search
Self Expression
Entertainment
Which Are The Most Popular Sites?
 We Are Showing

Visited In Past 4 Weeks

Not frequency, Not Hits, Not Page Views,

Not Unique Visitors

News sites are visited more frequently – but

we show penetration not frequency
Top 10 Sites Visited in Past 4 Weeks

31% 1

25% 2

25% 3
18% 4
16%
5
14% 6
12% 7
12% 8

12% 9
12% 10
40
Top 10 Sites Visited in Past 4 Weeks
alexa.com Cimigo
www.alexa.com: the
web information 1 31%
company, gathers web Việt Nam
usage information 2 25%
from the community
of Alexa toolbar users.
3 25%

Cimigo interview 1000

internet users aged 4 18%
15-64 in HCM and
Hanoi. 5 16%

Both have 6 sites in 6 14%

common and the top 3
sites are the same.
7 12%

8 12%

9 12%

10 12%
41
15-24 Year Olds Radically Different Behaviour

Sites Profile Total 15-24 25-34 35-49 50-64 25-64

Google Search 31 31 30 33 32 32
zing.vn Music/Entertainment 25 42 5 2 0 4
Yahoo Chat/E-mail/IM 25 30 22 15 17 19
tuoitre.com.vn News 18 12 20 32 16 24
nhac8.com Music 16 29 1 0 0 1
dantri.com.vn News 14 12 18 15 9 16
au.vtc.vn Games 12 22 1 2 0 1
yeucahat.com Music 12 22 1 0 0 0
diendanlequydon.com Forum 12 22 0 1 0 0
vnexpress.net News 12 5 22 17 15 20
vinagames.com Games 11 20 0 1 0 1
24h.com.vn News 10 8 14 13 10 13
ngoisao.net News 7 6 11 3 9 8
thanhnien.com.vn News 7 2 5 20 24 12
nhaccuatui.com Music 6 10 2 0 0 1
trochoiviet.com Games 5 8 1 0 4 1
nhac.vui.vn Music 5 7 2 3 0 1
vietnamnet.vn News 4 2 7 7 4 7
trochoivui.biz Games 4 8 0 0 0 0
nhacso.net Music 4 3 5 3 5 4

42
 Online Population Is Very Young

On Line Population Is Young

Our
sample
represents 5%
50-64 17%
this group 19% years

35-49 23%
years
32%
25-34
years 29%

15-24
years
44%
31%

Internet Users Population

Source: Cimigo

43
News Sites Most Penetration For 25-64 Year Olds

Total 15-24 25-64

31% 1 42% 1 32%

25% 2 31% 2 24%

25% 3 30% 3 20%

18% 4 29% 4 19%

16% 22% 16%

5 5
14% 6 22% 13%
6
12% 7 22% 7 12%

12% 8 20% 8 8%

12% 9 12% 9 7%

12% 10 12% 10 4%
44
Top 10 Sites Visited in Past 4 Weeks

HCMC Hanoi
29%
1 37%

2
24% 35%

3 34%
24%

4
22% 26%

5
21% 21%

6
16% 16%

16%
7
15%

16%
8 14%

9
15% 10%

9%
10 7%
45
 Zing Leads Trend To Entertainment

2008 2007
31% 1 16%
Clear move to
entertainment. 25% 2 15%

Yahoo and 3 15%

25%
Google 18% 4 15%
double
penetration. 16% 5 12%

14% 6 11%

12% 7 8%

12% 8 7%

12% 9 7%

12% 10 7%
46
Most Popular Sites?

Local Sites Win

Edutainment
(news, entertainment, games, music)

Global Sites Win

Search
Communications
Which Are Their Favourite Sites?
Measuring Favourite - Not Visits

For example nhac8.com

– 16% Visited in past 4 weeks

– 6% Favourite site for music download (amongst those who
download music)

For example au.vtc.vn

– 12% Visited in past 4 weeks

– 22% Favourite site for games (amongst those who play games)

49
Yahoo! for Communications, Google for Search

Favourite Site Remark

Tuoi Tre (45%) in HCMC
tuoitre.com.vn 32%
dantri.com.vn 12% Tuoi Tre more popular with 15-
Reading News 24 year olds (39%)
vnexpress.net 11%
24h.com.vn 6% Dantri (29%), VNExpress (15%)
more popular in Hanoi

Yahoo 90%
Chatting / IM

Google search 84% Google more popular in HCMC

(90%) and amongst males
Search Yahoo search 1% (89%)

Yahoo 77%
Email
Gmail 8%

Google more popular with

Female (66%) and 15-24 years
Research Google 57% olds (71%)

50
 Demographic Differentiations Strong in Games and Music

Favourite Site Remark

au.vtc.vn 32% trochoiviet 38% in Hanoi
trochoiviet.com 14%
Games volam.com.vn 5% Clear differences by gender.
Males prefer Volam and Zing.
zing.vn 5% Females prefer au.vtc.vn and
trochoiviet.com

Mp3.zing (39%) more popular

in Hanoi
nhac.vui.vn 29%
Download Music mp3.zing.vn 22% Nhac.vui.vn preferred by
nhacso.net 8% HCMC (34%), Female (39%)
nhaccuatui.com 7% and 15-24 years olds (36%)
nhac8.com 6% Nhacso.net more popular
amongst 25-49 years olds
(20%)

Blog 3600.yahoo.com 71%

Vietnamwork.com 31%
Employment Google.com 13% Vietnamwork is widely used in
HCMC (35% and amongst AB
24h.com.vn 10% 36%).
Kiemviec.com 5%
51
 E-Commerce and E- Banking At Infancy

Favourite Site Remark

123mua.com.vn used
mainly in HCMC (43%)
123mua.com.vn 32%
Shopping and amongst females
5giay.vn 3%
(48%), 15-24 years olds
(49%)

vietcombank.com.vn (25%)
E-Banking
acb.com.vn (16%)
Use E-banking 4%
eab.com.vn (8%)

Home Page Google more popular in

Google.com (19%)
HCMC (21%) while
Yahoo.com (16%)
Yahoo in Hanoi (24%)

52
Which Are Users Favourite Sites?

News Music Games Search

Comms

Blogs
Are They Engaging With My Online Ads?
 More Users Feel Irritated By Pop-Ups & Banner Ads Nowadays

Which statement best describes your attitude towards internet advertisements?

2008 2007

I find some of them quite 9 23

entertaining Interested
(34%) (53%)
I have occasionally clicked on
24 30
those of interest to me

I don’t really notice 31 30

them
Not
I find them very intrusive
and irritating
22 (66%) 10 (47%) Interested

I totally ignore
13 7
them

55
 Consumers Seem To Find Internet Ads More Irritating Than TV Ads

How I Feel About Internet Advertising…? How I Feel About TV Advertising…?

TV Ads are interesting and

I find some of them 9 39
quite often gives me
quite entertaining something to talk about
(34%) (51%)
I have occasionally clicked
on those of interest to me 24 Quite often I find the TV Ads
more entertaining than the 11
programmes

I don’t really notice 31

them
A lot of TV Ads is
22
devious
I find them very intrusive
22 (49%)
and irritating (66%)
Nearly all TV Ads
annoys me 27
I totally ignore
them 13

56
 Internet Ads Not As Positive As SMS Ads

Which statement best describes your attitude towards advertisements?

96% Have
Internet SMS
Received
SMS Ads

I find some of them quite 9 15

entertaining
(34%) (46%)
I have occasionally clicked on
24 31
those of interest to me

I don’t really notice them 31 11

I find them very intrusive

22 (66%) 27 (54%)
and irritating

I totally ignore them 13 16

Base: All Internet users (N=1,067) Base: Mobile users did receive SMS
advertisements (N=764)
57
 Are They Engaging With My Online Ads?

Interest Is Declining

Advertisers Need Help Engaging Audiences

5 Questions You Should Answer For Your Brand?
5 Questions You Should Answer For Your Brand?

1. What do you want to achieve online for your brands?

2. Where do you want your brands to be online?

3. How relevant is your online presence?

4. Are you optimising the user experience on your own web site?

5. How can Cimigo help me improve my online brand

communications?

60
1. What do you want to achieve online for your brands?

Reminding consumers

Building your brand and communicating messages

Impacting attitudes towards the brand

Causing behavior changes

61
2. Where do you want your brands to be online?

Should my brand be online? If so;

– Scenically on route to content (e.g. search)

– Scenic at content (display at relevant content)

– Brand is in the content (discussed within or integral to the content)

– Users interact with my brand

– My brand is an online brand

Should my online presence be marketer generated or consumer generated?

62
3. How relevant is your online presence?

Is it relevant to the content?

Is it relevant to the audience?

Is your online brand presence engaging?

Does your online presence operate in isolation or is it integrated

with off line communications?

63
4. Are you optimising the user experience on your own web site?

Why do visitors visit my site?

– How do they navigate the site? e.g. Search or Browse.
– Do they find what they came to look for?

Are visitors able to complete specific tasks on my site?

– Do they experience any frustrations in performing the task?
– What paths or clickstream do they take in trying?
– Do those paths seem efficient to them?
How much time do they spend on each page?

How does my site compare to others?

– What are the strengths and weaknesses of my site?
– What do visitors find appealing about my competitors site?

What are the demographics of my site visitors?

64
5. How can Cimigo help me improve my online brand communications?

Cimigo consultants can help you develop your online presence.

Cimigo consultants will provide advice with planning your

strategy and will deliver metrics to provide continuous
improvements and assess your return on investment.

65
You can download this presentation at

www.download.cimigo.com

or ask me for a CD today

Research and Consulting
Richard Burrage
Managing Director
Cimigo

T: (84) 8 3822 7727 M: (84) 0 903 953 403

E: richardburrage@cimigo.com, W: www.cimigo.com