1. 1
Just how connected are Vietnamese consumers?
Online, on mobile and through social networks.
June 2013
1

2. 2
 Richard Burrage has twenty one 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 sixteen 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 founded Cimigo in 2003 and today
has offices across eight countries in Asia.
Richard Burrage, Managing Partner, Cimigo

3. 3
31.3 million online in Vietnam
More users than Australia & NZ population!
Viet Nam internet users
Source: www.vnnic.vn
3.1
6.3
10.7
14.7
17.7
20.8
22.5
26.8
30.8
31.2
31.3
4%
8%
13%
18%
21%
24%
26%
31%
35% 35% 35%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0.00
5.00
10.00
15.00
20.00
25.00
30.00
35.00
40.00
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 March
2013
Usersin%ofpopulation
Users(million)
Users (million) Penetration

4. 4
Study of 5,800 people across 12 cities.
Metro
Ha Noi
Ho Chi Minh City
Tier 1
Hai Phong
Da Nang
Nha Trang
Can Tho
Tier 2
Thai Nguyen
Thanh Hoa
Quy Nhon
An Giang
Dong Nai
Vung Tau

5. 5
More online than not - at 58% of urban Vietnam

6. 6
From wet-market shopper to credit-card holder, the
majority of your customers are likely to be online...
Base: Urban users of stated category

7. 7
Key decision makers for household brand-purchases are
predominantly online...
Base: Urban Key Decision Maker/Influencer for household purchase of stated category

8. 8
Consumers are probably looking for you now...
75%say the internet
helps them find out about new products
Base: Urban online consumers

9. 9
Consumers are online every day of the week and they
are not quiet...
67%every day
48%chatting weekly
45%socially networked
Base: Urban online consumers
130 Minutes
per Day!

10. 10
Local for news
Local for entertainment
Global for search
Global for social network
Global for video
Top 10

11. 11
Younger generation tend to social, while older online
population tending to news.
We measure sites visited within past 4 weeks
Top ten websites
Source: Cimigo NetCitizens
Website Total 15-24 25-34 35-49 50-64
Googlea
57% 60% 54% 56% 52%
Zingb
49% 79% 32% 14% 10%
Yahooc
28% 34% 28% 21% 14%
Facebook.com 19% 32% 13% 4% 2%
Dantri.com.vn 19% 15% 22% 21% 20%
Vnexpress.net 18% 12% 24% 20% 17%
24h.com.vn 16% 13% 20% 16% 13%
Youtube.com 12% 18% 9% 4% 5%
Nhaccuatui.com 10% 15% 8% 5% 3%
Tuoitre.com.vn 10% 6% 10% 16% 23%

12. 12
Managed online panellists for rapid surveys

13. 13
Explosive social network growth
June 2013
13

14. 14
566,239 members
13,800,000 active
Vietnam’s explosive social network growth

15. 15
13.8 million active Facebook users today
Source: Facebook via www.quintly.com

16. 17
20 most followed Facebook pages as of today
Source: www.socialbakers.com

17. 18
Cimigo online research communities
• Instant access to consumers.
• Speed of response to business questions.
• Incredible depth on behaviour, lifestyle, needs and thoughts of consumers.
• Collaboration with consumers.
• An online qualitative community of targeted
consumers.
• It runs continuously with virtually no lead
time to initiate a topic or a question.
• It provides forums, chat, blog, and
multimedia capabilities.
• It establishes a communications architecture
for your brand and strategic partners to
interact with each other and the consumer.

18. 19
Cimigo social media insights
We scrape everything We human code We interpret

19. 20
On Mobile
June 2013
20

20. 21
There is a mobile revolution going on...
48%have accessed the
internet via mobile phone
of whom
25% have looked up a product in-store
19% have price-checked a product in-store
Base: Urban online consumers

21. 22
Smart phones propel connectivity
YTD May 2013
6 million handsets
33% Smart
US$400Mn
2012
16 million handsets
18% Smart
US$675Mn
37 million mobile page visits in April
= Only 6% of total!

22. 23
Native mobile apps are the true force
Source: www.distimo.com (free apps downloaded in May 2013)
Android Iphone

23. 24
This is why Cimigo engages with consumers OnMobile

24. 25
Zalo reaches 2 million users in 6 months

25. 26
Zalo’s massive text and voice traffic

26. 27
On Video
June 2013
27

27. 28
Top 15 YouTube channels

28. 29
What next?
June 2013
29

29. 30
Are you remotely ready...
1. Online journey changes…mobile users leap forward.
Mobile will grow 35 year +, drive penetration is smaller
cities and rural. These users will leapfrog the PC
journey.
2. Time to listen and engage. Social networks win. Blogs
and forums decline.
3. Mobile enters path to purchase: Reward, geo-locate,
knowledge, attract. How to get app real estate?
4. In home excessive infotainment. Are you part of the
dialogue?
5. Local for news, entertainment . Global for search, social
network, video.

30. 31
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?

31. 32
About Cimigo
32

32. 33
VietnamIndonesia
India
China
Hong Kong
Philippines
Singapore
3 billion customers
We now have the privilege of representing
Starting 10 years ago in HCMC we’ve expanded to...

33. 34
From seven
main cities
in Vietnam…

34. 35
consumer-rooted growth
Online Panels
45 Consultants
130 Full-time staff
12 Qualitative Specialists
5 Call Centres
Face-to-face
…put the consumer into the boardroom to deliver
650 Fieldworkers
Cimigo’s extensive set of resources and expertise...

35. Cimigo delivers a full range of services to ensure your
business remains connected to your consumers
Motivational research
Market scoping and segmentation
Concept testing
New product development
Brand positioning
1. Consulting Services
Market tracking
Product optimisation
Brand equity
Touch point management
Customer loyalty
2. Research Services
Ethnography
Accompanied shopping
In-depth interviewing
Focus groups
Vox pops
Telephone interviewing
Street intercepts
Mystery shopping
On line surveys
Social media tracking
36

36. 37
Cimigo for Brand Value
And for stronger consumer engagement &
intelligence.
www.facebook.com/CimigoVietnam
@cimigovietnam
www.linkedin.com/company/cimigo
www.chaocimigo.vn