critical insights for approaching digital consumers

General Director Kantar Media

Critical insights for approaching Digital-

ConsumersRicardo Glenn

[email protected]

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This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV

3


DAILY TV VIEWING BY INDIVIDUALS

2

3

4

5

2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

HO

UR

S P

ER

DA

Y

3h433h48 3h51 3h52

3h55

Based on constant 48 countries – weighted average

Source: Eurodata

3h373h40 3h40 3h40 3h41

3h53

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for business videos, news & research

DAILY TV VIEWING BY INDIVIDUALS – BY REGION

Source: Eurodata

Source: Eurodata


TV CONTINUES TO FLOURISH

GLOBAL TV REVENUES

0

50

100

150

200

250

300

2008 2009 2010 2011 2012

Source: OFCOM International Communications Report 2013

Revenue (£ bn)

£212 bn £212 bn£226 bn

£242 bn£252 bn

Source: Eurodata



The growth of mobile

Source: Eurodata



Source: Eurodata



Mobile Ad Spending

• “Nearly two in five digital ad dollars spent by advertisers in South Korea will go toward

mobile internet format 38.4% ”

• US 37%

• Denmark 31.3%

• Norway 30.6

• UK 27.9 %

Source: Eurodata


2018 Korea

73%Source: Eurodata


How attractive is the Vietnam Market?

Source: Eurodata


Vietnam is an attractive market…

Mobile Penetration...

1.Nationwide

• (91.5%)

2.Rural Penetration

• (89.7%)

Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years

Source: Eurodata


How consumers are being contacted?


U / R92.4 84.9

U / R99.1 99.6

U / R39.1 17.4

U / R28 45.9U / R

91.9 84.5

U / R16.2 7.7

U / R77.2 75.9

U / R8.3 4.3

U / R50.9 22.9

U / R68.7 42.4

Source: Eurodata


How customers feel about advertising on mobile in Vietnam

Source: Eurodata


http://youtu.be/IWqm6smT60g

http://youtu.be/IWqm6smT60g

Mobile Ad perception

Facts Vietnam Market

*) Media type respondent finds the ads

most useful in making purchasing

decisions 1.9%

*) Media Type Rank # 1 Media type

respondent finds the advertising most

annoying 29.3%9.3

*) Media type respondent finds there is

too much advertising South East (excl.

Urban HCMC) 19.8

15


Source: Eurodata


Go mobile but do it right…

Source: Eurodata


4 common mobile marketing mistakesFollowing the path of online

advertising We need to change our mindset and think beyond what we already know

Poor ExecutionMarketers need to realize that if they are running a mobile campaign, You need to make sure whatever message you are sending is compatible with different device’s

MeasurementMobile can deliver some amazing business intelligence that marketers never had access to

No PromotionsNot promoting their mobile programs effectively across all promotional platform

17

Source: Eurodata


Following the path of online advertising

Source: Eurodata


Avoiding Poor Execution

Understanding more about your clients...

And the interaction with media

Source: Eurodata


Vietnam is the second most populated smartphone market in SA 34.3

47.4% 27.7%


Source: Eurodata


What is the penetration according to out target group?


40.0%

56.5%

49.8%

38.7%

29.5%

18.1%

12.1%

6.9%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54

Smartphone ownership by Age

Source: Eurodata


Should we develop applications?

60.3% 53%


18 to 25 is the average number of applications people have in the

smartphones

Source: Eurodata


Operation System

38.8%40.3%

19.7%48.6%


Source: Eurodata


What else should we do?

Mobiphone usage by urban/rural area of users residence

Urban Rural

I have used a mobile phone for speaking 99.8% 99.8%

I have used a mobile phone for send/receiving text message 94.2% 92.4%

I have used a mobile phone for listening to music 59.1% 48.0%

I have used a mobile phone for accessing the internet 51.0% 32.2%

I have used a mobile phone for taking pictures 44.0% 30.5%

Play game 30.1% 21.7%

I have used a mobile phone for personal information managemnet (notes, scheduling) 22.3% 21.1%

I have used a mobile phone for listening to radio 12.9% 15.6%

I have used a mobile phone for downloading ringtones and pictures 7.7% 4.4%

Watch TV online 5.8% 3.0%

I have used a mobile phone for sending and receiving e-mail 7.4% 1.9%

Watch TV contents (retapped) 4.0% 2.2%

I use a mobile phone to order/purchase product online 2.8% 1.2%

I have used a mobile phone for joining lottery/ lucky draw programs .3% .2%


Source: Eurodata


Understanding our target


15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54

I have used a mobile phone for speaking 99.5% 100.0% 99.9% 99.4% 99.9% 99.9% 99.8% 99.9%

I have used a mobile phone for send/receiving text message 98.3% 98.7% 97.7% 95.1% 92.0% 90.1% 83.2% 77.2%

I have used a mobile phone for listening to music 74.4% 71.4% 67.9% 52.1% 41.7% 33.6% 21.6% 19.8%

I have used a mobile phone for accessing the internet 65.6% 63.8% 54.9% 36.3% 25.7% 14.1% 9.4% 4.9%

I have used a mobile phone for taking pictures 53.2% 53.3% 50.2% 32.0% 28.6% 17.9% 11.4% 7.1%

Play game 46.9% 41.8% 31.5% 23.6% 15.6% 8.1% 3.9% 1.4%

I have used a mobile phone for personal information managemnet (notes, scheduling) 27.6% 24.7% 24.8% 22.7% 20.6% 19.0% 13.3% 10.4%

I have used a mobile phone for listening to radio 23.6% 20.6% 17.9% 12.7% 8.4% 13.3% 7.0% 5.0%

I have used a mobile phone for downloading ringtones and pictures 11.7% 8.7% 8.2% 5.2% 3.1% .8% .8% .4%

Watch TV online 6.7% 6.8% 6.2% 3.9% 2.6% .8% .7% .0%

I have used a mobile phone for sending and receiving e-mail 3.9% 8.0% 5.6% 4.4% 3.2% .9% .9% 0.0%

Watch TV contents (retapped) 5.0% 4.9% 4.7% 2.5% 1.7% .8% .1% .1%

I use a mobile phone to order/purchase product online 3.1% 3.5% 2.7% 1.9% .3% .4% .2% .1%

I have used a mobile phone for joining lottery/ lucky draw programs .2% .5% .4% .2% .0% 0.0% .1% 0.0%

Source: Eurodata


• Users On Mobile Act Differently Than Users On Desktop

• People Use Mobile With Different Motivation

• Understand the correct way to approach your target in each different media

Source: Eurodata


Thank You

Source: Eurodata


This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV

To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events

Please visit VietnamBusiness.TV

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