Báo cáo xu hướng hành vi tiêu dùng online 2013

On Track Online Joe Wheller cimigo.com Consumer trends in internet usage in Vietnam Simple Observations Where have your customers gone? They’ve gone online How are they getting there? Increasingly via mobile What are they doing there? Networked, active, loud & looking for you Where are you? And what are you doing about it?! Part Where have your customers gone? Over 30 million internet users in Vietnam That’s more than the total populations of Australia, New Zealand, & Singapore combined That’s surely an audience worth talking to, right?! In urban areas, more are online than not at 58% Source: Cimigo NetCitizens Study 2012 Base: All Urban Respondents From wet-market shopper to credit-card holder, the majority of your customers are likely to be online Source: Cimigo NetCitizens Study 2012 Base: Urban users of stated category Key Decision Makers & Influencers for household brand-purchases are predominantly online Source: Cimigo NetCitizens Study 2012 Base: Urban Key Decision Maker/Influencer for household purchase of stated category 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 Part How are they getting there? 10 Your customers are online every day of the week giving you ample chance to reach them 67% Mon Tues Weds Thurs Fri Sat Sun every day Source: Cimigo NetCitizens Study 2012 17 Base: Urban online consumers And they are not quiet Giving you ample chance to open a dialogue 48% 45% chatting weekly socially networked Source: Cimigo NetCitizens Study 2012 18 Base: Urban online consumers They are increasingly searching for key information on the move 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 19 Consumers are probably looking for you now 75% say the internet helps them find out about new products Source: Cimigo NetCitizens Study 2012 20 Base: Urban online consumers What are they doing there? They are active, networked, loud & they are probably looking for you So what? Help them find you and not your competitor Engage, communicate, & meet that need 21 Part Where are you? What are you doing about it? 22 Questions worth asking for 2013 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? 23 Thank You 24 Appendix (Not presented) About Cimigo 25 Starting years ago in HCMC we’ve expanded to Cimigo India Hong Kong IndonesiaVietnam ChinaSingapore Philippines We now have the privilege of representing billion customers 26 From seven main cities in Vietnam… 27 Cimigo’s extensive set of resources and expertise 130 Full-time staff Call Centres Online Panels 45 Consultants Face-to-face 12 Qualitative Specialists 650 Fieldworkers …put the consumer into the boardroom to deliver consumer-rooted growth 28 Cimigo delivers a full range of services to ensure your business remains connected to your consumers Consulting Services Market tracking Motivational research Market scoping and segmentation Product optimisation Brand equity Concept testing Touch point management New product development Customer loyalty Brand positioning Research Services Ethnography Accompanied shopping In-depth interviewing Focus groups Vox pops Telephone interviewing Street intercepts Mystery shopping On line surveys Social media tracking Net-gains for Brand Value And for stronger consumer engagement & intelligence www.facebook.com/CimigoVietnam www.linkedin.com/company/cimigo www.chaocimigo.vn @cimigovietnam 30 We look forward to talking with you cimigo.com The Voice of the Customer 31 [...]... and Laptops remain the key portal 81 % 48% accessed via the goodvia oldlaptop PC Source: Cimigo NetCitizens Study 2012 11 Base: Urban online consumers But, there is a mobile revolution going on 48% have accessed the of whom internet via mobile phone 31% via non-smart phone 25% via smart phone Source: Cimigo NetCitizens Study 2012 12 Base: Urban online consumers Will the small screen take over? 29%... doing about it? 22 Questions worth asking for 2013 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... Urban online consumers The home & workplace remain key environments, but mobility has gained 84% At home 31% At work 30% 30% Wherever WiFi Wherever 3G/GPRS Source: Cimigo NetCitizens Study 2012 14 Base: Urban online consumers How are they getting there? Increasingly via mobile So what? You can be with your customer, wherever they are 15 3 Part What are they doing there? 16 Your customers are online. .. customers are online every day of the week giving you ample chance to reach them 67% Mon Tues Weds Thurs Fri Sat Sun every day Source: Cimigo NetCitizens Study 2012 17 Base: Urban online consumers And they are not quiet Giving you ample chance to open a dialogue 48% 45% chatting weekly socially networked Source: Cimigo NetCitizens Study 2012 18 Base: Urban online consumers They are increasingly searching... Cimigo 25 Starting 9 years ago in HCMC we’ve expanded to Cimigo India Hong Kong IndonesiaVietnam ChinaSingapore Philippines We now have the privilege of representing 3 billion customers 26 From seven main cities in Vietnam… 27 Cimigo’s extensive set of resources and expertise 130 Full-time staff 5 Call Centres Online Panels 45 Consultants Face-to-face 12 Qualitative Specialists 650 Fieldworkers …put... delivers a full range of services to ensure your business remains connected to your consumers 1 Consulting Services Market tracking Motivational research Market scoping and segmentation Product optimisation Brand equity Concept testing Touch point management New product development Customer loyalty Brand positioning 2 Research Services Ethnography Accompanied shopping In-depth interviewing Focus groups Vox... searching for key information on the move 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 19 Consumers are probably looking for you now 75% say the internet helps them find out about new products Source: Cimigo NetCitizens Study 2012 20 Base: Urban online consumers What are they doing there? They are active,... Accompanied shopping In-depth interviewing Focus groups Vox pops Telephone interviewing Street intercepts Mystery shopping On line surveys Social media tracking Net-gains for Brand Value And for stronger consumer engagement & intelligence www.facebook.com/CimigoVietnam www.linkedin.com/company/cimigo www.chaocimigo.vn @cimigovietnam 30 We look forward to talking with you cimigo.com The Voice of the Customer ... Track Online Joe Wheller cimigo.com Consumer trends in internet usage in Vietnam Simple Observations Where have your customers gone? They’ve gone online How are they getting there? Increasingly via... accessed via the goodvia oldlaptop PC Source: Cimigo NetCitizens Study 2012 11 Base: Urban online consumers But, there is a mobile revolution going on 48% have accessed the of whom internet via mobile... accessed the of whom internet via mobile phone 31% via non-smart phone 25% via smart phone Source: Cimigo NetCitizens Study 2012 12 Base: Urban online consumers Will the small screen take over?