making it in myanmar - nielsen global connect€¦ · global brand of information and insights into...
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Thurein Nyein General Manager Nielsen MMRD [email protected]
Sagar Phadke Executive Director Smartphone Analytics Solution Nielsen Southeast Asia, North Asia and Pacific [email protected]
YOUR PRESENTERS TODAY
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Pioneer in research
services in Myanmar
Global brand of
information and insights into what consumers watch and buy
In-depth understanding
of the Myanmar marketplace and
consumer behaviour
90 YEARS
OF INNOVATION 20 YEARS
IN THE MARKET
UNLIMITED OPPORTUNITIES
TIMELY JOINT VENTURE TO HELP YOU WIN NEW MARKETS, NEW CONSUMERS
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DISCOVER
the growth and opportunities in
Myanmar.
GAIN key insights into how to
connect and communicate with target consumers.
EXPLORE consumer attitudes that drive decisions on what
they watch and buy.
OUR AGENDA
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WHERE ARE THE OPPORTUNITIES?
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Volume of Foreign Trade FDI Trend in Myanmar
Source: Ministry of Commerce; Directorate of Investment and Company Administration (DICA)
Since 2009, import volume up 230% & FDI inflows up 30%
MYANMAR ON THE RISE
6,402 6,779 7,587
8,861
9,136
9,056
11,204
3,353
4,543 4,181
6,413
9,035
9,372
13,760
-
2,000
4,000
6,000
8,000
10,000
12,000
14,000
16,000EXPORT (US $ MILLION)
IMPORT (US $ MILLION)
34
,53
5
34
,74
0
35
,72
5
36
,05
5
40
,69
9
42
,11
9
46
,22
6
434 442 447 454 467 561
684
0
100
200
300
400
500
600
700
800
-
10,000
20,000
30,000
40,000
50,000
VAULE (US $ MILLION)
NO. OF FDIS
Following the 2010 general election, a nominally civilian government takes the lead after 5 decades of military rule and begins implementing political and economic reforms that are met with an easing of trade and other economic sanctions by the international community.
Continued reforms and a new investment law make Myanmar an FDI magnet.
TOP 3 IMPORTS 1. Diesel 2. Automobiles 3. Iron & Steel
TOP 3 INVESTORS (by approved amount) 1. China 2. Hong Kong 3. Singapore WHERE IS IT GOING? Oil & Gas + Power
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MARKET ENVIRONMENT 2010 2011 2012 2013 2014F 2015F
Adspend(USDMillions) 57.0 77.7 118.2 151.7 210.8 294.6
Digital n.a. n.a. n.a. n.a. n.a. n.a.
TV/Radio 61% 58% 63% 64% 66% 67%
Retailsales(USDMillions) 8,537 9,575 11,030 13,200 15,246 17,612
MT 8.8% 9.5% 9.9% 10.0% 10.4% 10.8%
TT 91.2% 90.5% 90.1% 90.0% 89.6% 89.2%
MNCs 31.5% 32.6% 33.2% 35.0% 38.1% 39.7%
Local 68.5% 67.4% 66.8% 65.0% 61.9% 60.3%
GDP(MMKBillion) 39,847 44,279 45,779 49,853 53,742 57,933
Inflation 8.2% 4.2% 5.8% 5.5% 6.6% 6.9%
CCI n.a. n.a. n.a. n.a. n.a. n.a.
• Ad budgets continue to grow and TV dominates ad spends
• Modern Trade expected to continue growing – Key to long term relevance of Retail Index measurement
• Steady growth in MNC product sales
Source: Local Government statistics / ADB/ MRA/ Nielsen MMRD
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Here’s how…..
DOING BUSINESS IN MYANMAR
MARKET ENTRY: 3 WAYS
REGISTRATION/PERMIT
NO INCENTIVE
START
PERMIT
INCENTIVES
START
PERMIT
INCENTIVES
START
MYANMAR INVESTMENT COMMISSION
(MIC)
SPECIAL ECONOMIC ZONE MANAGEMENT
COMMITTEE (SEZ MC)
DIRECTORATE OF INVESTMENT
AND COMPANY ADMINISTRATION
(DICA)
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Two-third of the population live in one-third of land
area
12.8%
18.6%
68.6%
Metropolitan Urban Rural
Stratum Population
Metro 6.60
Urban 9.55
Rural 35.27
Source: Nielsen MMRD Consumer Media View (CMV) 2014
Hilly
Dry
Plain
Delta
Coastal
Coastal
12.8%
24.9%
22.0%
14.5%
14.5%
11.3%
Metropolitan Hilly Dry
Plain Delta Coastal
Region Population
Metro 6.60
Hilly 12.79
Dry 11.31
Plain 7.43
Delta 7.45
Coastal 5.83
POPULATION IS URBANISING But Rural households still outnumber Metro 6 to 1
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STATE &AND REGION POPULATION (Million)
YANGON 7.36
AYEYAWADY 6.18
MANDALAY 6.15
SHAN 5.82
SHAN (N) 2.37
SHAN (S) 2.62
SHAN(E) 0.83
SAGAING 5.32
BAGO 4.86
BAGO (E) 2.89
BAGO(W) 1.97
MAGWAY 3.91
RAKHINE 3.19
KACHIN 1.69
KAYIN 1.57
TANINTHARYI 1.41
NAY PYI TAW 1.16
CHIN 0.48
KAYAH 0.29
Grand Total 51.42
MYANMAR POPULATION By state and region……
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Source: Nielsen MMRD Consumer Media View (CMV) 2014
A YOUNG POPULATION POISED FOR GROWTH
OLDER DEPENDENTS (60–65+)
OLDER INDEPENDENTS WITHOUT DEPENDENTS (50–59)
YOUNG INDEPENDENTS WITH DEPENDENTS (30–49)
INDEPENDENTS WITHOUT DEPENDENTS (20–29)
YOUNG DEPENDENTS (0–19) 38%
17%
28%
9%
8%
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Sources: MMRD Consumer & Media Index 2008, 2010 2012 & 2013; Nielsen MMRD Consumer Media View (CMV) 2014
Consumers are earning 90% more, spending 60% more than they were 6 years ago
NEW PURCHASING POWER AND RISING DISPOSABLE INCOMES
0
50,000
100,000
150,000
200,000
250,000
300,000
2008 2010 2012 2014
Avg HH Income Avg HH Expenditure
Average Monthly Household Income & Expenditure (2008-2014)
WHERE IS THE MONEY
GOING?
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WHO IS THE CONSUMER IN MYANMAR?
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Base: All respondents n=1400
Source: Nielsen EMI Survey 2014
FMCG ACCOUNT FOR NEARLY HALF OF MONTHLY HOUSEHOLD EXPENDITURE
65,000
15,000 12,000
Food & Grocery Household Products Personal CareProducts
AVG SPEND PER MONTH BY CATEGORY (MMK)
Food & grocery
33%
Health Care 9%
New Clothes 8%
Household Products
8%
Mobile phone 8%
Education 7%
Personal Care Products
6%
Utility bills 6%
Transportation 6% Eating out
3%
Entertainment 3%
House Rent 2% Loan
installments 1%
WHAT MYANMAR CONSUMERS SPEND ON
Average FMCG spend per month ~ 90, 000 MMK
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Base: All respondents n=1400
Source: Nielsen EMI Survey 2014
MOBILE NEW CLOTHES HEALTHCARE
EMERGING TRENDS BEYOND FMCG
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Yet much of the market for durables still to be realized
AIR CONDITIONERS
2014: 4% 2013: 4%
WASHING MACHINES
2014: 4% 2013: 4%
HOUSEHOLD MOBILE PENETRATION INCREASED BY TWO-THIRDS IN 2014
Base: 11.4M Households (2014); 11.2M Household (2013) Source: Nielsen MMRD Consumer & Media Index 2013 & 2014
MOBILE PHONES
2014: 44% 2013: 25%
TELEVISIONS
2014: 60% 2013: 56%
MOTORCYCLES
2014: 49% 2013: 43%
REFRIGERATORS
2014: 17% 2013: 14%
+4% +19%
+3% +6%
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1,585 3,621 1,742
32,504
127,568
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
2008-20092009-20102010-20112011-20122012-2013
NO. OF CARS (MYANMAR CUSTOMS DATA)
3% of Myanmar consumers are car owners
69% drive Toyota Honda
Mitsubishi Suzuki Mazda Nissan Others
Source: Nielsen MMRD Consumer Media View (CMV) 2014 & Myanmar Customs data
2010: Easier to get foreign cars into Myanmar.
2013: Consumers can buy new foreign cars.
Caveat: Not new cars
CAR OWNERSHIP IS SKYROCKETING
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Base: 10+ Population & Bank Users n=4570
Source: Nielsen MMRD Consumer Media View (CMV) 2014
1 in 10 use banking services
48% MONEY TRANSFERS
CONVENIENCE is key
33% Savings accounts
5% Credit accounts
4% ATM/MPU/Debit cards
Due to the lack of familiarity with banking services,
A result of longstanding lack of infrastructure, access and awareness
MAJORITY OF MYANMAR POPULATION UNBANKED
CONVENIENCE OF SERVICE is the most influential factor for consumers selecting a banking service or financial product
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MEET THE MYANMAR METRO CONSUMER
Base: All respondents (n=1400) Source: Nielsen EMI Survey 2014
Percentage of male and female respondents that agree with the given statements:
TECH ASPIRANTS
60% of men keep up with developments in technology
39% of men think it is important to be attractive to the opposite sex
GROOMING CONSCIOUS ON-THE-BALL BUDGETERS
54% of women are good money managers
78% of women enjoy the fun of shopping
RECREATIONAL SHOPPERS
(Female: 45%)
(Female: 24%)
(Male: 32%)
(Male: 33%)
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TOTAL
STRATUM GENDER
Metro Urban Rural M F
1,400 500 600 300 644 756
Able to spend freely 23 18 29 19 24 22
Live comfortably and buy some things just because I wanted to
35 43 34 24 35 35
Only enough money for shelter, food & essentials
42 39 37 57 42 42
NEW CLOTHES
TECH PRODUCTS HOLIDAYS
Base: Respondents who report some degree of luxury spending/disposable income n=813; All figures in % Source: EMI Survey 2014; Q3A “When you have spare cash on hand, what do you spend it on (Top 3)?”
RURAL & URBAN CONSUMERS READY TO SPEND 23% say they have room for luxury
TOP 3 ITEMS FOR SPARE CASH: (Across the board (age, gender, SEC, urbanisation)
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Source: Emerging Market Insights Consumer Survey,2011
I really enjoy doing the household grocery shopping (82%)
I usually
plan what I want to buy before I shop for groceries (77%)
I always prefer to shop in a
well-organised store (73%)
and near my home (62%)
I care about quality and am willing to pay more for quality products (59%)
I like to
take my time and browse all parts of the store or market I am shopping in (55%)
Although I plan I usually
end up buying additional grocery items (56%)
CONVENIENCE DRIVEN LEISURE MINDED
QUALITY CONSCIOUS
PLANNERS, BUT SUSCEPTIBLE TO IMPULSE
I do not buy brand imitation products to save money (64%)
Household shopper respondents: n=633 Source: Nielsen EMI Survey 2014
WHO IS THE MYANMAR SHOPPER FOR HOUSEHOLD PRODUCTS? Percentage of Household Shoppers that agree with the given statements
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25%
17%
11% 14% 12%
1% 0.1% 0.1%
23%
11% 9%
25%
10%
2% 1% 1%
17%
28% 27%
7% 5%
1% 1% 0.4%
Affordability Always buy thesame brand
I've tried itbefore
Recommendedby friends and
family
It is easilyavailable
Recommendedby trade/shopkeeper/sales
promoter
It is a newbrand/product
to me
It is offeringpromotions and
deals
FOOD/BEV/DAIRY
HOUSEHOLD CARE PRODUCTS
PERSONAL CARE PRODUCTS
Base: Users of respective categories (n=1,400) Source: Nielsen EMI Survey 2014
Single most important factor when purchasing respective categories
LEAST IMPORTANT
Affordability, familiarity and availability reign supreme
PROMOTIONS DON’T WEIGH HEAVILY ON DECISION MAKING
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Base: 44,530,467 Source: Nielsen MMRD Consumer Media View (CMV) 2014)
Weighted by: Population
% of Total Myanmar Population Media Exposure
In Past Month
VIDEO 62%
RADIO 43%
TV 51%
OOH 40%
NEWSPAPERS 13%
MAGAZINES 6%
10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
JOURNAL 26%
CINEMA 2%
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WHAT’S YOUR MOBILE STRATEGY?
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Source: Nielsen Smartphone Insights 2013, 2014
62% 90% 52% 49% 34% 23%
38% 10% 48% 51% 85% 77%
Myanmar Malaysia Vietnam Thailand Philippines Indonesia
Smartphone Non-Smartphone
42% 100% 97% 88% 86% 78%
58% 3% 12% 14% 22%
Myanmar Malaysia Thailand Indonesia Vietnam Philippines
Mobile Phone Ownership Non Owner
MOBILE PHONE OWNERSHIP SMARTPHONE OWNERSHIP
MOBILE PENETRATION REACHING CRITICAL MASS IN MYANMAR Smartphone ownership among mobile users in line with Southeast Asia
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YOUNGER CONSUMERS ARE DRIVING ADOPTION IN MYANMAR
Source: Nielsen Smartphone Insights 2013, 2014
Myanmar Malaysia Vietnam Thailand Philippines Indonesia
16-24yo
62% 90% 52% 49% 34% 23%
ADOPTION DRIVEN BY
16-34yo 25-34yo 16-34yo 16-24yo 16-34yo
SMARTPHONE PENETRATION AMONG MOBILE USERS
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10 UNCOMMON INSIGHTS
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WOM IMPACTS MOBILE DEVICE SELECTION Critical for brand marketers to invest in building emotional connection with consumers
Source: Nielsen Smartphone Insights 2013, 2014
1
MYANMAR
1…FRIENDS/COLLEAGUES/ RELATIVES 2…STORE
MALAYSIA
1 FRIENDS/ COLLEAGUES/
RELATIVES 2 REVIEW AND BLOG
ONLINE
THAILAND
1 FRIENDS/COLLEAGUES/ RELATIVES
2 PHONE SALESPERSON
INDONESIA
1 FRIENDS/COLLEAGUES/
RELATIVES 2 ADVERTISEMENTS /
MAGAZINES /PAPERS PHILIPPINES
1 FRIENDS/COLLEAGUES/
RELATIVES 2 STORE
VIETNAM
1 FRIENDS/COLLEAGUES/
RELATIVES 2 STORE
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2
Source: Nielsen Smartphone Insights 2013, 2014
MYANMAR
VALUE FOR MONEY
INDONESIA
OPERATING SYSTEM
MALAYSIA
DESIGN/STYLE
PHILIPPINES
Wi-Fi CAPABILITY
THAILAND
EASE OF USE
VIETNAM
DESIGN/STYLE
MYANMAR CONSUMERS MORE VALUE CONSCIOUS Top device selection criteria
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EVERYONE WANTS TO OWN THE LATEST Myanmar consumers share the same desire as their counterparts in Southeast Asia
Source: Nielsen Smartphone Insights 2013, 2014
3
MYANMAR
“TO OWN THE LATEST PHONE”
INDONESIA
“TO OWN THE LATEST PHONE”
THAILAND
“TO OWN THE LATEST PHONE” PHILIPPINES
“WANT TO TRY DIFFERENT OS”
VIETNAM
“TO OWN THE LATEST PHONE”
MALAYSIA
“TO OWN THE LATEST PHONE”
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4
MYANMAR
PHILIPPINES
MALAYSIA
INDONESIA
VIETNAM
THAILAND
20%
40%
20%
15%
15%
10%
1 IN 5 CONSUMERS RECEIVE MOBILE PHONES AS GIFTS Opportunity to promote mobile handset for ‘special occasions’ targeting young, senior and female consumers
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Source: Nielsen Smartphone Insights 2013, 2014
MY
AN
MA
R
81%
24%
24%
IND
ON
ESIA
MA
LAY
SIA
73%
81%
94%
PH
ILIP
PIN
ES
70%
64%
28%
THA
ILA
ND
VIE
TNA
M
99%
79%
81%
61%
52%
33%
91%
69%
49%
CHAT APPS SOCIAL NETWORK SHORT MESSAGING SERVICE
INCIDENCE IN LAST 30 DAYS
SMS IS POPULAR, BUT CHAT AND SOCIAL NETWORKING CATCHING UP
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ANDROID RULES
6
Source: Nielsen Smartphone Insights 2013, 2014
Android Penetration
MYANMAR
ANDROID 95%
MALAYSIA – 69%
PHILIPPINES – 80%
THAILAND – 44%
VIETNAM – 47%
MYANMAR
ANDROID 95%
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CONSUMERS ARE DATA HUNGRY
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Source: Nielsen Smartphone Insights 2013, 2014
Huge opportunity to drive data in and out of home
8% 17%
51%
76%
55% 64%
20% 28%
34%
77%
40%
58%
92% 83%
49%
24%
45% 36%
80% 72%
66%
23%
60%
42%
AT HOME OUT OF HOME
Wi-Fi Cellular Data Wi-Fi Cellular Data
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26% 32%
12% 16% 16%
36% 38%
57%
4% 12%
7% 7%
VIETNAM THAILAND PHILIPPINES MALAYSIA INDONESIA MYANMAR
66%
9% 12% 10% 12%
38% 34%
39%
6%
19%
8%
29%
Source: Nielsen Smartphone Insights 2013, 2014
VIDEO/MOBILE TV
FM RADIO ONLINE MUSIC STREAMING
PICTURES DOWNLOADS
8 MULTIMEDIA ACTIVITIES ARE RESTRICTED TO FM RADIO Increasing access to data and content likely to change the habits
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1. YOUTUBE 2. GOOGLE 3. FACEBOOK 4. TWITTER 5. THAITV3
1. GOOGLE 2. YOUTUBE 3. 24H.COM.VN 4. VNEXPRESS 5. TUOITRE
1. FACEBOOK 2. GOOGLE 3. TWITTER 4. YAHOO 5. YOUTUBE
1. FACEBOOK 2. YOUTUBE 3. GOOGLE 4. GOOGLE PLAY 5. YAHOO
1. GOOGLE 2. FACEBOOK 3. YOUTUBE 4. YAHOO 5. MUDAH
1. FACEBOOK 2. THITHTOOLWIN 3. GOOGLE 4. MYANMARNEWS 5. G-TALK
MYANMAR INDONESIA
THAILAND PHILIPPINES VIETNAM
MALAYSIA
FACEBOOK DOMINATES BUT CONSUMERS ARE NEWS HUNGRY
TOP 5 WEBSITES
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MOBILE ADVERTISING IS IN NASCENT STAGE Once received, consumers are receptive just like in other Southeast Asia countries
Source: Nielsen Smartphone Insights 2012/2013
Click frequency includes sometimes and always click
19%
45%
81%
44%
47%
89%
Myanmar
Indonesia
Malaysia
Philippines
Thailand
Vietnam
CLICKED RECEIVED
56%
56%
84%
48%
53%
81%
Myanmar
Indonesia
Malaysia
Philippines
Thailand
Vietnam
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I am ok with advertising if it means that I can access content for free
I am more likely to click on an ad that does not take me outside of the application to another website
75%
40%
57%
67%
37%
36%
Myanmar
Indonesia
Malaysia
Philippines
Thailand
Vietnam
53%
26%
51%
51%
31%
29%
Myanmar
Indonesia
Malaysia
Philippines
Thailand
Vietnam
10
FREE CONTENT IS KEY TO MOBILE ADVERTISING
WINNING STRATEGIES
BROADEN THE MARKET INTELLIGENCE
UNDERSTAND CONSUMER ACTIVITIES
ON MOBILE
KNOW IT. EVALUATE PLATFORMS TO
INVEST IN GAMES, MUSIC, VIDEO,
CHAT?
INVEST IN IT.
CONSIDER VARIOUS SCENARIOS AND OUTCOMES.
BUILD FLEXIBILITY AND ADAPTABILITY.
BE READY TO CHANGE IT.
CONTINGENCY FOR TALENT – ADOPT BEST PRACTICE.
BUILD CAPABILITY THROUGH RELATIONSHIPS.
PLAN FOR IT.
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