Báo cáo xu hướng hành vi tiêu dùng online 2013
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On Track
Online
Joe Wheller
cimigo.com
Consumer trends in internet
usage in Vietnam
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4 Simple Observations...
1. Where have your customers gone?
They’ve 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
Where have your customers gone?
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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?!
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In urban areas, more are online than not at 58%.
Source: Cimigo NetCitizens Study 2012
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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
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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
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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.
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2.
Part
How are they getting there?
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PCs and Laptops remain the key portal...
81
%
48%
accessed via
the goodvia
oldlaptop
PC.
Source: Cimigo NetCitizens Study 2012
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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
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Base: Urban online consumers
Will the small screen take over?
29%
23%
in Metro Cities
in Tier 2 Cities
28%
33%
in Metro Cities
in Tier 2 Cities
Source: Cimigo NetCitizens Study 2012
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Base: 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
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Base: Urban online consumers
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
Thurs
Fri
Sat
Sun
every day
Source: Cimigo NetCitizens Study 2012
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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
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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
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Consumers are probably looking for you now...
75%
say the internet
helps them find out about new products
Source: Cimigo NetCitizens Study 2012
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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.
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Part
4.
Where are you?
What are you doing about it?
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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. with QR codes?
5. Do you sufficiently understand how consumers are
using the internet to engage with your brand?
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Thank You.
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Appendix
(Not presented)
About Cimigo
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