Xu hướng hành vi người tiêu dùng trên internet
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Bài trình bày của ông Vương Mạnh Giang - Giám đốc dịch vụ của Cimigo tại Hội nghị Định hướng tiếp thị trực tuyến 2013
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Xu hướng hành vi người tiêu dùng trên internet
- 2. On Track Online Consumer trends in internet usage in Vietnam Joe Wheller cimigo.com 2
- 3. 4 Simple Observations... 1. Where have your customers gone? They’ve gone online. 2. How are they getting there? Increasingly via mobile. 3. What are they doing there? Networked, active, loud... & looking for you. 4. Where are you? And what are you doing about it?! 3
- 4. Part Where have your customers gone? 4
- 5. Over 30 million internet users in Vietnam... That’s more than the total populations of Australia, New Zealand, & Singapore combined. That’s surely an audience worth talking to, right?! 5
- 6. In urban areas, more are online than not at 58%. Source: Cimigo NetCitizens Study 2012 Base: All Urban Respondents 6
- 7. From wet-market shopper to credit-card holder, the majority of your customers are likely to be online... Source: Cimigo NetCitizens Study 2012 Base: Urban users of stated category 7
- 8. Key Decision Makers & Influencers for household brand-purchases are predominantly online... Source: Cimigo NetCitizens Study 2012 Base: Urban Key Decision Maker/Influencer for household purchase of stated category 8
- 9. Where have your customers gone? They’ve gone online. So what? There is a significant online audience for your category. You probably need to take advantage of that. 9
- 10. Part How are they getting there? 10
- 11. PCs and Laptops remain the key portal... 81% the good old PC. accessed via 48% via laptop Source: Cimigo NetCitizens Study 2012 Base: Urban online consumers 11
- 12. But, there is a mobile revolution going on... 48% have accessed the internet via mobile phone of whom 31% via non-smart phone 25% via smart phone Source: Cimigo NetCitizens Study 2012 Base: Urban online consumers 12
- 13. Will the small screen take over? 29% in Metro Cities 23% in Tier 2 Cities 28% in Metro Cities 33% in Tier 2 Cities Source: Cimigo NetCitizens Study 2012 Base: Urban online consumers 13
- 14. The home & workplace remain key environments, but mobility has gained... 84% 31% 30% 30% At home At work Wherever Wherever WiFi 3G/GPRS Source: Cimigo NetCitizens Study 2012 Base: Urban online consumers 14
- 15. How are they getting there? Increasingly via mobile. So what? You can be with your customer, wherever they are. 15
- 16. Part What are they doing there? 16
- 17. Your customers are online every day of the week giving you ample chance to reach them. Mon Tues Weds Thurs Fri Sat Sun 67% every day Source: Cimigo NetCitizens Study 2012 Base: Urban online consumers 17
- 18. And they are not quiet. Giving you ample chance to open a dialogue. 48% chatting weekly 45% socially networked Source: Cimigo NetCitizens Study 2012 Base: Urban online consumers 18
- 19. They are increasingly searching for key information on the move... Of those who access via mobile... 25% have looked up a product in-store 19% have price-checked a product in-store Base: Urban online consumers 19
- 20. Consumers are probably looking for you now... 75% say the internet helps them find out about new products Source: Cimigo NetCitizens Study 2012 Base: Urban online consumers 20
- 21. What are they doing there? They are active, networked, loud... & they are probably looking for you. So what? Help them find you and not your competitor. Engage, communicate, & meet that need. 21
- 22. Part Where are you? What are you doing about it? 22
- 23. 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? 23
- 24. Thank You. 24
- 25. Appendix (Not presented) About Cimigo 25
- 26. Starting 9 years ago in HCMC Cimigo we’ve expanded to... India Hong Kong IndonesiaVietnam ChinaSingapore Philippines We now have the privilege of representing 3 billion customers 26
- 27. From seven main cities in Vietnam… 27
- 28. Cimigo’s extensive set of resources and expertise... 5 Call Centres 130 Full-time staff Online Panels 45 Consultants Face-to-face 12 Qualitative Specialists 650 Fieldworkers …put the consumer into the boardroom to deliver consumer-rooted growth 28
- 29. Cimigo delivers a full range of services to ensure your business remains connected to your consumers 1. Consulting Services Motivational research Market tracking Market scoping and segmentation Product optimisation Concept testing Brand equity New product development Touch point management Brand positioning Customer loyalty 2. Research Services Ethnography Telephone interviewing Accompanied shopping Street intercepts In-depth interviewing Mystery shopping Focus groups On line surveys Vox pops Social media tracking
- 30. Net-gains for Brand Value And for stronger consumer engagement & intelligence. www.facebook.com/CimigoVietnam www.linkedin.com/company/cimigo www.chaocimigo.vn @cimigovietnam 30
- 31. We look forward to talking with you. cimigo.com The Voice of the Customer 31
Hinweis der Redaktion
- Thank you very much for inviting me to speak today.My role here is to outline the background of online usage & behaviour in Vietnam.I have four very simple observations for you to take away.Where have your customers gone? They’ve gone online.How are they getting there? Increasingly via mobile.What are they doing there? They’re networked, active, loud. And they are looking for you!Where are you? What are you doing about it?
- There are over 30 million internet users in Vietnam.This is more than the combined populations of Australia, New Zealand, & Singapore combined.This is surely an audience that is big enough that you would want to talk to them, right?!
- These results are taken from our annual NetCitizens study of nearly 6000 people in Urban Vietnam.Nearly 6-in-10 are now online.
- We have found that from wet-market shopper to credit-card holder, the majority of your urban customers are likely to be online.
- Sometimes we’ve heard it from brand-owners saying “but my target group isn’t online”.Often it is companies who are selling to “housewives” that say this.However, the modern Vietnamese housewife – who is still the household purchase decision maker – is actually online.Whether it is for household care products, TVs, or shampoo – the customers are online.Surely then, online is a potential vehicle to reach and engage your customers.
- Where have your customers gone?They’ve gone online.So what?There is a significant online audience for your category. You probably need to take advantage of that.
- With the low cost of PCs, they have become a dominant access point.Though nearly half are also accessing the internet through laptops.
- Significantly though, mobile access has rocketed forward.48% have accessed via a mobile phone.Of which 31% is non-smart phone and 25% is smart phone (clearly an overlap of dual access).Incidentally, tablet is at about 4%.
- Whilst smartphone usage in Tier 2 cities lags behind Metro, probably because of cost.1/3 of people in Tier 2 cities are accessing via non-smart phones.Increasingly then, we’re seeing the small-screen begin to take over.And we suspect this is happening in rural as well.
- These are the top “places” for accessing the internet.Internet cafes are now pushed down to 5th place.Mobile access, whether wifi or network has become increasingly strong.
- How are they getting there?Increasingly via mobile.Your communications will need to work across multiple platforms – access from home via PC still dominates.But there is a massive opportunity now on the small screen – not just in key cities but also secondary ones too.
- Once people are online, they are online a lot – 2/3 are accessing every day.And they spend, on average over 2 hrs online per day.
- Half are regularly engaging in chat with friends and contacts.Half are members of social networks.This is a great chance to open dialogue with them.But it is also a huge risk too – as they may also talk negatively about your brand.
- People are increasingly using their mobile to find out about products and services in store; as well as price checking.Is it easy for them to find out about you?Are you utilising the media to make an impact at the point of purchase?
- And the reality is, they are probably out there looking for you now.The internet has become a key source of information about new products and services that are available.
- What are they doing there?They are active, networked, and loud.And they are probably looking for your brand now.So what?They want to find out more. Try and meet that need. Make sure it is you that they find and not your competitor.
- Is your communication & brand engagement strategy taking online sufficiently into account?Are your online assets currently building brand and product understanding effectively?Are your online assets suited to the mobile revolution and are they easy to use via tablet or phone?Have you considered a POS online strategy to help consumers make their choice, e.g. with QR codes?Do you sufficiently understand how consumers are using the internet to engage with your brand?