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The State of Social Networks in Vietnam

The State of Social Networks in Vietnam. Social Network: The Open Platform Conference New World Hotel, Ho Chi Minh City, 27 August 2011 . Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR) hp +65 9478 2100 | email jnguyen @comscore.com.

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The State of Social Networks in Vietnam

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  1. The State of Social Networks in Vietnam Social Network: The Open Platform Conference New World Hotel, Ho Chi Minh City, 27 August 2011 Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR) hp+65 9478 2100 | emailjnguyen@comscore.com

  2. comScore is a Global Leader in Measuring the Digital World V0910

  3. Major Media Publications Turn to comScore Every Day comScore experts/information cited over 70 times a day!

  4. comScore Digital Business Analytics Audience Measurement Web Analytics Vertical Market Solutions Social Analytics User Analytics Copy Testing Campaign Verification Ad Effectiveness Cross Media Advertising Analytics • Unified Digital Measurement™ Mobile Audience Measurement Network Analytics & Optimization Customer Experience & Retention Management Mobile Analytics V0411

  5. comScore’s Innovative Approach Revolutionizes Measurement PERSON-Centric Panel with SITE-Census Measurement 2 Million Person Panel 360°View of Person Behavior PANEL PAGE TAGS Unified Digital Measurement™ (UDM) Patent-Pending Methodology V0910

  6. Actual/Min Persons Under Measurement (PUM) – June, 2011

  7. The State of the Internet In South East Asia & Vietnam

  8. Asia Continues Audience Growth Dec 2009 Dec 2010 Worldwide Online Population (Millions) +8% December 2009 December 2010 +6% +8% +3% +32% +15% Growth is flat in North America, European growth mostly driven by Russia 30 million new Internet users were added in the Asia Pacific Region over the past year High percentage growth continues in MidEast/Africa and Latin America Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix, December 2009 and December 2010

  9. Emerging Internet Markets in Southeast Asia Skew Very Young • Hong Kong and Singapore skew older even than the global average; Malaysia, Indonesia, Vietnam and the Philippines have significantly younger audiences Composition of Internet Audience 15+ Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix, December 2010

  10. 15-34 Year Olds Spend More Time Online; Difference Varies by Country Average Hours Spent Online In each country, 15-34 year olds spend more time online on average Young people in Hong Kong and Singapore spend proportionally much more time online than older web users there; young web users in Indonesia spend almost the same amount of time online as their elders Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix, December 2010

  11. Strong Social Network Penetration in the Region • Vietnam shows the highest year over year growth in reach, but penetration there is still much lower than in other countries in the region • Philippines, Malaysia, and Indonesia have highest reach, driven almost exclusively by Facebook Growth in Reach: Social Networks Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix (Panel Only), December 2009 and December 2010

  12. Social Networking spurs Photos Category Growth in Vietnam, Malaysia, Philippines Growth in Reach: Photo Sites Sharing photos is becoming a key component of the Social Networking experience. The high growth in this category in almost every country is being driven by Facebook Photos Ubiquity of digital cameras and cell phone cameras, coupled with large youth populations, also contribute to growth in this category Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix (Panel Only), December 2009 and December 2010

  13. A Clear Appetite for Multimedia in Southeast Asia Growth in Reach: Multimedia Sites With the exception of Indonesia, visiting to Multimedia sites from these countries outpace the global average Even in countries where high-bandwidth connections are less common, e.g. the Philippines and Vietnam, there is clearly high demand for multimedia content Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix (Panel Only), December 2009 and December 2010

  14. Instant Messengers, News are Key Categories in Vietnam Key Categories Reach in Vietnam vs WW Average Index: 128 Index: 107 100 149 Index: 129 143 124 103 136 206 154 109 108 108 89 97 117 83 100 85 81 105 91 91 94 93 88 112 91 102 Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix (Panel Only), December 2010

  15. Top Web Properties in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix Key Measures Vietnam, July 2011 102

  16. And Social Networks in the Region?

  17. Philippines is the Top Facebook Market In the World Facebook.com Top 15 Markets by % Reach Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix, January 2011 The Philippines, Malaysia and Indonesia are among the top 15 countries with the highest Facebook penetration Though Photo and IM usage is also above average in the Philippines, FB is the most common touchpoint for web users there: FB is the #1 site there, and average usage is 7 hours per user

  18. Indonesia and Singapore are Among Top Twitter Markets • 21 percent of Indonesian web users visited Twitter.com in January, making it the #4 site in terms of Twitter reach Twitter Top 15 Markets by % Reach Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix, January 2011

  19. So What Does Vietnam’s Social Scene Look Like Today?

  20. Social Networking Sites Continue to Grow in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScoreSegment Metrix Vietnam, July 2011

  21. Top Categories Visited by Vietnamese Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix Key Measures Vietnam, July 2011 102

  22. Social Networking Sites Continue to Grow in Vietnam Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix Key Measures Vietnam, July 2011

  23. Non-Vietnamese Social Networks are still hanging on Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix Media Trend Vietnam, July 2011

  24. Social Media Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix Demographic Vietnam, July 2011

  25. Zing Me’s Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix Demographic Vietnam, July 2011

  26. Facebook’s Users Tend to be Young Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix Demographic Vietnam, July 2011

  27. What Do These Young Social Networks Tend To Do Online? Internet Audience 15+ accessing Internet from Home or Work Source: comScoreMedia Metrix Cross Visiting Vietnam, July 2011

  28. In Summary… 1) Internet users continues to grow in Vietnam, and News/Information, Search, Instant Messenger, and Social Networks usage are higher than the WW average 2) Social Media has been growing rapidly in Vietnam with Zing Me reaching over half of the SN users 3) Social Media Users in Vietnam tend to be younger 15-24 year olds, and they are “aspirational”. Thank You!

  29. The State of Social Networks in Vietnam Social Network: The Open Platform Conference New World Hotel, Ho Chi Minh City, 27 August 2011 Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR) hp+65 9478 2100 | emailjnguyen@comscore.com

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