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Key Trends Shaping the Digital Landscape And The Current State of the Internet in Vietnam 11 December 2012 Joe Nguyen, Snr Vice President, APAC – comScore e: jnguyen@comscore.com t: @jnguyen Analytics for the Digital World Today’s Global Internet User 24 in Number of Hours Spent Online Minutes Spent Social Networking 174 2,300 Online Videos Viewed pages of content consumed 121 Searches Performed 56 Distinct Visits to the Web Source: comScore Media Metrix, qSearch and Video Metrix, Visitors Age 15+ Home/Work Location, Worldwide, April 2012 Google Confidential and Proprietary The U.S Is No Longer the Center of the Online Universe U.S Internet Population vs Rest of the World Rest of the World Middle EastLatin Africa, America, 8.9% 8.9% 34% 87% U.S 66% 13% 1996 Distribution of Worldwide Internet Audience 2011 North America, 14.5% Asia Pacific, 41.1% Asia Pacific Europe, 26.6% In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the largest region with over 40% of the online population Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Apr-2012 Google Confidential and Proprietary China, the U.S and Japan Represent Largest Online Populations World’s Largest Internet Markets Unique Visitors (000) 333,930 China 188,478 United States Japan 73,466 India 57,838 Russia 56,924 Germany 51,600 Brazil 45,478 France 43,207 United Kingdom 37,613 South Korea 31,005 Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 Google Confidential and Proprietary Vietnam’s Online Population has grown 15% since October 2011 16,000 Online Population in 000s 14,000 12,000 •  •  10,000 •  8,000 6,000 •  •  4,000 •  2,000 All Females (15+) 53% male 5.7 million between 15-34 70% of VN males 47% female 5.4 million between 15-34 75% of VN females All Males (15+) Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, Aug 2011-Oct 2012 Google Confidential and Proprietary Vietnam is similar to other SEA countries in Age Distribution of Online Users % of Internet Audience Under Age 35 India 74.7% Thailand 74.4% 73.3% Vietnam Venezuela 71.2% Indonesia 70.7% Philippines 70.6% Turkey 70.6% Colombia 65.8% Mexico 62.6% Malaysia 62.3% Singapore 52.8% Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 Google Confidential and Proprietary These Young Users Account for an Even Greater Share of Time Share of Total Online Minutes Thailand 77.5% 22.5% Vietnam 78.6% 21.4% Indonesia 71.4% 28.6% Philippines 71.0% 29.0% Malaysia Singapore 65.0% 35.0% 58.4% Under Age 35 41.6% Age 35 and Older Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 Google Confidential and Proprietary In most of SEA, Total Engagement Falls Below Global Average – EXCEPT VN and TH Average Hours Spent Online, April 2012 39.6 37.1 29.8 29.1 23.8 21.5 ide w d l Wor U.S UK 19.2 17.4 16.3 sia and ietnam gapore ppines alaysia e l i n a o i V Th M Ind Sin Phil Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 Google Confidential and Proprietary KEY TRENDS SHAPING THE DIGITAL LANDSCAPE !  SOCIAL NETWORKING !  E-COMMERCE !  ONLINE VIDEO !  MOBILE Google Confidential and Proprietary SOCIAL NETWORKING Google Confidential and Proprietary The Philippines has the Highest Reach for Social Networking, but Thailand is Home to the Most Engaged Social Networkers Social Networking % Reach of Visitors Philippines 96.0% Singapore Social Networking Average Hours per Visitor Thailand 94.7% Philippines Malaysia 94.2% 92.6% Indonesia Thailand 92.5% Singapore 86.3% 8.0 Malaysia Indonesia Vietnam 8.9 Vietnam Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012 5.6 4.9 3.7 3.7 In Oct 2012, this was 5.9 Hrs per visitor! Google Confidential and Proprietary e-Commerce Google Confidential and Proprietary Asia Pacific Falls Below the Global Average for Retail Visitation % Reach of Retail Category by Global Region Worldwide 72.0% North America Europe Latin America Asia Pacific Middle East Africa 88.6% 78.1% 70.6% 67.0% 51.2% % Reach of Retail Category APAC Taiwan Japan New Zealand Vietnam Australia South Korea Hong Kong Singapore Thailand China India Indonesia Philippines Malaysia Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, April 2012 85.8% 83.9% 80.7% 79.2% 72.7% 72.4% 70.0% 67.2% 66.8% 64.9% 57.6% 54.9% 50.7% 50.2% Google Confidential and Proprietary But eCommerce is dependent on Banks… And Travel! Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, Oct 2011- Oct 2012 Google Confidential and Proprietary ONLINE VIDEO Google Confidential and Proprietary 1.2 Billion People Worldwide Viewed a Total of 211 Billion Videos in April 2012 Top Global Video Properties by Videos Viewed (Billions) Google Sites Share of Videos 87.6 41.4% Youku Inc 4.1 1.9% Dwango Co., Ltd 3.5 1.6% VEVO 3.1 Tencent Inc 2.7 in every Videos Viewed on YouTube Source: comScore Video Metrix, Viewers Age 15+ Home/ Work Location, April 2012, Worldwide 1.5% 1.3% Google Confidential and Proprietary Vietnam has more Online Video Viewers than many other Asian Countries Source: comScore Video Metrix, July 2012 Google Confidential and Proprietary Youtube leads, but local sites very well! Source: comScore Video Metrix Vietnam, July 2012 Google Confidential and Proprietary MOBILE Google Confidential and Proprietary Mobile & Tablet Devices Shifting How Users Connect Across the Globe Non-Computer Traffic for Selected Markets Mobile Tablet Other Singapore 11.5% UK 9.5% U.S 8.2% Australia 7.7% Japan 7.1% Canada 6.5% Spain 5.2% India 5.1% France Brazil 2.8% 1.5% Source: comScore Device Essentials, Dec-2011 Google Confidential and Proprietary Cross-Device Consumption Trend: Device Usage Differs Throughout Day Tablets rule the PCs dominate home working hours Smartphones bridge the gaps Weekday Share of Device Page Traffic in the Singapore Source: comScore Device Essential, Confidential and Proprietary 25 Week of May 14, 2012, Singapore Google Confidential and Proprietary Tablets Account for More than 40% in Malaysia, Philippines, Thailand Share of Non-Computer Traffic by Market Mobile Tablet Other 21.5% 39.3% 44.5% 42.8% 9.4% 46.2% 77.8% 58.9% 54.6% 49.5% 51.0% Singapore Malaysia Philippines Thailand Source: comScore Device Essentials, March 2012 Vietnam 90.2% Indonesia Google Confidential and Proprietary Key Takeaways •  Vietnam’s Internet Population is very young and growing •  Like elsewhere, Social Networks are dominating users’ time •  eCommerce in VN is still far away and banks and travel will have to lead •  Vietnamese, more than other SEA counterparts, love online videos •  Mobile internet and tablet usage are still growing in Vietnam Google Confidential and Proprietary 27 18 1000 16 900 800 14 700 12 600 10 500 400 300 200 100 Digital TOTAL Adspend (US$ Million) Digital Adspend (US$ Million) Last Thought – VN Total Adspend vs Digital since 2001 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Digital AdSpend (US$ Million) Total AdSpend (US$ Million) Source: ZenithOptimedia - ADVERTISING EXPENDITURE FORECASTS DECEMBER 2012 Google Confidential and Proprietary 28 Key Trends Shaping the Digital Landscape And The Current State of the Internet in Vietnam 11 December 2012 Joe Nguyen, Snr Vice President, APAC – comScore e: jnguyen@comscore.com t: @jnguyen Analytics for the Digital World [...]... 100 0 Digital TOTAL Adspend (US$ Million) Digital Adspend (US$ Million) Last Thought – VN Total Adspend vs Digital since 2001 0 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Digital AdSpend (US$ Million) Total AdSpend (US$ Million) Source: ZenithOptimedia - ADVERTISING EXPENDITURE FORECASTS DECEMBER 2012 Google Confidential and Proprietary 28 Key Trends Shaping the Digital. .. Location, April 2012, Worldwide 1.5% 1.3% Google Confidential and Proprietary Vietnam has more Online Video Viewers than many other Asian Countries Source: comScore Video Metrix, July 2012 Google Confidential and Proprietary Youtube leads, but local sites do very well! Source: comScore Video Metrix Vietnam, July 2012 Google Confidential and Proprietary MOBILE Google Confidential and Proprietary Mobile... 50.2% Google Confidential and Proprietary But eCommerce is dependent on Banks… And Travel! Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, Oct 2011- Oct 2012 Google Confidential and Proprietary ONLINE VIDEO Google Confidential and Proprietary 1.2 Billion People Worldwide Viewed a Total of 211 Billion Videos in April 2012 Top Global Video Properties by Videos Viewed (Billions) Google. .. 2011 Source: comScore Media Metrix, March 2007 - October 2011 Google Confidential and Proprietary Vietnam has seen an 17% increase in Social Networkers Y-O-Y Source: comScore Media Metrix, Visitors Age 15+ Home/ Work Location, Oct 2011- Oct 2012 Google Confidential and Proprietary Source: comSCore Media Metrix, March 2007 – October 2011 Google Confidential and Proprietary The Philippines has the Highest... comScore Device Essentials, Dec-2011 Google Confidential and Proprietary Cross-Device Consumption Trend: Device Usage Differs Throughout Day Tablets rule the PCs dominate home working hours Smartphones bridge the gaps Weekday Share of Device Page Traffic in the Singapore Source: comScore Device Essential, Confidential and Proprietary 25 Week of May 14, 2012, Singapore Google Confidential and Proprietary... Indonesia Google Confidential and Proprietary Key Takeaways •  Vietnam’s Internet Population is very young and growing •  Like elsewhere, Social Networks are dominating users’ time •  eCommerce in VN is still far away and banks and travel will have to lead •  Vietnamese, more than other SEA counterparts, love online videos •  Mobile internet and tablet usage are still growing in Vietnam Google Confidential... Malaysia Indonesia Vietnam 8.9 Vietnam Source: comScore Media Metrix, Visitors Age 15+ Home/Work Location, April 2012 5.6 4.9 3.7 3.7 In Oct 2012, this was 5.9 Hrs per visitor! Google Confidential and Proprietary e-Commerce Google Confidential and Proprietary Asia Pacific Falls Below the Global Average for Retail Visitation % Reach of Retail Category by Global Region Worldwide 72.0% North America Europe... Trends Shaping the Digital Landscape And The Current State of the Internet in Vietnam 11 December 2012 Joe Nguyen, Snr Vice President, APAC – comScore e: jnguyen@comscore.com t: @jnguyen Analytics for the Digital World