On Track

Online
Consumer trends in internet
usage in Vietnam
Joe Wheller
cimigo.com
2

4 Simple Observations...
1. Where have your customers gone?
Theyve 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?!
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1.

Part

here have your customers gon

4

Over 30 million internet users in

Vietnam...

Thats more than the total populations of

Australia, New Zealand, & Singapore
combined.

Thats surely an audience worth talking

to, right?!
5

In urban areas, more are online than

not at 58%.

Source: Cimigo NetCitizens Study 2012

Base: All Urban Responden
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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 catego
7

Key Decision Makers & Influencers for

household brand-purchases are
predominantly online...

Source: Cimigo NetCitizens Study

Base:
2012
Urban Key Decision Maker/Influencer for household purchase of stated c
8

Where have your customers gone?

Theyve gone online.
So what?
There is a significant online
audience for your category.
You probably need to take
advantage of that.

2.

Part

How are they getting there

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PCs and Laptops remain the key

portal...

81
%
48%

accessed
the good
via via
laptop
old PC.

Source: Cimigo NetCitizens Study 2012

Base: Urban online consume
11

But, there is a mobile revolution going

on...

48%

have

of whom

accessed the internet

via mobile phone
via non-smart pho

31%
25%

via smart phone

Source: Cimigo NetCitizens Study 2012

Base: Urban online consume
12

Will the small screen take over?

29%

in Metro

Cities

23%

in Tier 2 Cities

28%

in Metro

Cities

33%

in Tier 2

Source: Cimigo NetCitizens Study 2012

Base: Urban online consume

Cities

13

The home & workplace remain key

environments, but mobility has
gained...

84
%
At home

31
%

At work

30
%

30
%

Wherever Wherever
WiFi
3G/GPRS

Source: Cimigo NetCitizens Study 2012

Base: Urban online consume
14

How are they getting there?

Increasingly via mobile.

So what?
You can be with your customer,
wherever they are.

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3.

Part

What are they doing there

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Your customers are online every day of

the week giving you ample chance to
reach them.

67%

Mon

Tues

Weds

Thur
s

Fri

Sat

Sun

every day

Source: Cimigo NetCitizens Study 2012

Base: Urban online consume
17

And they are not quiet. Giving you

ample chance to open a dialogue.

48%
45%

chatting week

socially networked

Source: Cimigo NetCitizens Study 2012

Base: Urban online consume
18

They are increasingly searching for key

information on the move...

hose who access via mobile...

have looked up a product in-store

have price-checked a product in-store

Base: Urban online consume

19

Consumers are probably looking for

you now...

75%

say the

internet helps them find out

about new products

Source: Cimigo NetCitizens Study 2012

Base: Urban online consume
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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.

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4.

Part

Where are you

What are you doing about i
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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 choice, e.g.
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with QR codes?

Thank You.

24

Appendix
(Not presented)

About Cimigo
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Starting 9 years ago in HCMC

weve expanded to...

Cimigo

IndiaHong Kong
Vietnam
Indonesia

China
Singapore

Philippines

e now have the privilege of representing

3 billion custome
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Fromseven

main
cities
in Vietnam
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Cimigos extensive set of resources and

expertise...

5 Call Centres

130 Full-time Online Panels

45 Consultants Face-to-face
staff
12 Qualitative Specialists
650 Fieldworkers

t the consumer into the boardroom to deliver

consumer-rooted
growth

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Cimigo delivers a full range of services to

ensure your business remains connected
to your consumers

1. Consulting Services
Market tracking
Motivational research
Product optimisation
Market scoping and
Brand equity
segmentation
Touch point management
Concept testing
Customer loyalty
New product development
Brand positioning

2. Research Services
Telephone interviewing
Ethnography
Street intercepts
Accompanied shopping
Mystery shopping
In-depth interviewing
On line surveys
Focus groups
Social media tracking
Vox pops

et-gains for Brand Value

And for stronger consumer
engagement & intelligence.
www.facebook.com/CimigoVietnam
www.linkedin.com/company/cimigo
www.chaocimigo.vn
@cimigovietnam

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We look forward to
talking with you.

cimigo.com
The Voice of the Customer

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