in-home internet usage measurement - truong si anh

HOME-BASED INTERNET USAGE

IN HA NOI & HCM CITY

FIRST PRELIMINARY FINDINGS FROM KMV’S INTERNET PANEL

Kantar Media Vietnam Core Services

TV Print Internet Other Coverage

TAM

(TV Audience measurement) Y N N N

6 cities +

National

MHS

(Media Habits Survey) Y Y Y Y 6 cities

IAM

(Net Audience Measurement) N N Testing N 2 cities

Adex Monitoring Y Y Testing N -

Working to grow media momentum – focus online

2 Title of the presentation

3 © 2009 Kantar Media

Establishment

Survey

• Collect information on market and monitor population changes to build an accurate sampling frame and estimate the universe

Sampling

• Draw sample households based on quota

• Identify weighting factors to create sample accurately representative of the population

Data

Collection

• Meter measurement in TV or computer – automated daily transfer of data (HN & HCM City only)

• TV diary in Hai Phong, Da Nang, Nha Trang, Can Tho

Data

Processing

• Raw data check + clean

• Weighting of samples and merge with demographic information

Data

Delivery • Data delivery to clients

Panel based TV / Internet Audience Measurement

Technical Process

Internet Audience Measurement

The Intentions


• Recruit previous MHS respondents

Accurate and highly representative panel

• Urban 15-54 yo in 2 key cities

Comparative universe to other media measurement

• Use Meter style plugin to track click-stream of user

Real time understanding of behavior

Why measure by city?

MHS top 5 websites visited (top of mind in face to face survey)


24.3

14.7

13.9

7.4

3.9

6.2

41.9

6.5

6.0

5.7

30.9

3.3

17.8

9.2

2.6

0.0 10.0 20.0 30.0 40.0 50.0

GOOGLE.COM/GOOGLE.COM.VN

DANTRI.COM.VN

ZING.VN

VNEXPRESS.NET

24H.COM.VN

% of all recent internet users 15-54 years old

HCM City

Ha Noi

4 key cities

Source: Kantar Media VN

Why home-based measurement?

Percent using Internet in different locations by city but home usage is very high now-days.



Base: All recent internet users 15-54 years old in Ha Noi & HCM City

81

22

6

22

12

92

26

611 11

79

20

5

24

10

0

10

20

30

40

50

60

70

80

90

100

Home Work School Web Bar/Internet Café/Internet Services

Other location

% o

f a

ll in

tern

et

use

rs

4 key cities

Ha Noi

HCM City


62%

54%

44% 45%49%

43%

35%

26%

0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

google.com.vn youtube.com google.com facebook.com

Mo

nth

ly r

eac

h (

%)

Monthly reach (%) of selected sites, June 2012(Base = Urban population 15-54 years old in HN & HCMC)

Ha Noi

HCM City

Base: Urban population 15-54 years old

Reach of selected foreign websites in June 2012

*Panel data measures all sites but is in test stages so local sites aren’t shown here.


Internet Audience by day-part HCMC & Ha Noi

HCM City net has lower internet penetration but higher ratings across most of

the day, especially afternoon/evening.

0%

1%

2%

3%

4%

5%

6%

7%

Rat

ing

(%)

Internet ratings by time band, Ha Noi & HCM City, June 2012(Base = Urban population 15-54 years old)

Ha Noi

HCM City


0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

Rat

ing

(%)

Internet ratings by time band and age group, Ha Noi & HCM City, June 2012(Base = Urban population 15-54 years old)

15-24

25-34

35-54


Internet Audience by day-part comparing age groups

Naturally younger audiences are spending online more often, they are

especially night owls!


Where to from here?

Kantar Media Vietnam are working to provide services to measure:

-Site ratings by day-part/day/week/month as advertising online becomes more

sophisticated.

-Accurate measurement of target audience by city, age, gender, socio-

economic, household circumstances as are already standard in other media.

-Monitoring of advertising activity online to understand competitive

environment, independently verify ad execution and give reference to analyze

across media spend.


in-home internet usage measurement - truong si anh

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