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

Persons Under
Region Country
Measurement
South East Asia Malaysia 142,287
South East Asia Singapore 48,379
South East Asia Philippines 159,719
South East Asia Vietnam 113,089
South East Asia Indonesia 264,277


The State of the Internet
In South East Asia & Vietnam


Asia Continues Audience Growth

§  Growth is flat in North America, European Worldwide Online Population
(Millions)
growth mostly driven by Russia
+8%
§  30 million new Internet users were added
1,324
in the Asia Pacific Region over the past 1,222
year
§  High percentage growth continues in
MidEast/Africa and Latin America
December 2009 December 2010

+6% Dec 2009
534.0 Dec 2010
505.7
+8%
336.4 361.7 +3%
+32% +15%
198.4 204.0
85.2 112.5 96.6 111.4

Asia Pacific Europe North America Middle East - Latin America
Africa

© comScore, Inc. Proprietary and Confidential.
Internet Audience 15+ accessing Internet from Home or Work 9
Source: comScore Media Metrix, December 2009 and December 2010

Online Audience Sizes in Southeast Asia, 15+ Home & Work

§  Indonesia shows the highest percentage growth over the past year, adding 2
million web users since December 2009
§  Mature Internet markets posted significantly lower growth rates

Online Population Sizes (MM)
Southeast Asia
+11%
10.4 +32%
9.4
8.6 +16%
+16%
6.5 6.8 +8%
5.8 5.5
4.8 4.3 +3%
4.0
2.8 2.9

Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 2010

Source: comScore Media Metrix, December 2009 to December 2010

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+

WW 26% 22% 14% 11%

Malaysia 26% 22% 9% 6%

Indonesia 32% 17% 7%

Vietnam 33% 15% 9% 6%

Philippines 30% 20% 8%

Hong Kong 22% 25% 23% 12%

Singapore 24% 27% 19% 9%

15-24 25-34 35-44 45-54 55+

Source: comScore Media Metrix, December 2010

Average Usage Highest in Mature Markets

§  High levels of usage in Hong Kong and Singapore due to availability and ubiquity
of fast internet connections
§  Larger countries with lower web penetration rates have relatively lower
consumption; size and relative heaviness of usage of younger web users have a
large impact on these averages

Internet Users (Millions) Total Online Hours per Visitor

Malaysia 10.4 Malaysia 16.1

Indonesia 8.6 Indonesia 14.8

Vietnam 6.8 Vietnam 23.2

Philippines 5.5 Philippines 16.7

Hong Kong 4.3 Hong Kong 25.9

Singapore 2.9 Singapore 22.3


15-34 Year Olds Spend More Time Online; Difference Varies by Country

§  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

Average Hours Spent Online

31.0

24.4 25.4
22.4
20.1 19.7
16.8 17.1
15.0 14.8 14.6 15.8 Age 15-34
Age 35+



Composition and Usage by Gender is Even, with some Exceptions

§  Average usage by males edged out females’ usage in Indonesia, Vietnam, and
Singapore by 1-2 hours. Elsewhere, usage by gender is relatively even
§  Male/Female 15+ web population is within a few points of an even split by gender
in all countries with the exception of Indonesia

Average Hours Spent Online
25.9 25.9
23.6 22.6 22.8 21.8

16.0 16.2 15.3 16.5 17.0
13.8 Males 15+
Females 15+


Female Share
47% 36% 46% 48% 51% 51% of Internet
Population


Social Networking spurs Photos Category Growth
in Vietnam, Malaysia, Philippines

§  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

Growth in Reach: Photo Sites

+47% +46%
+16% +23% +17%
+24%
91% 89% 90% +73% 90% 95% 81% 82%
81%
68% 70% 66% 68% 76%
49%

Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore
2009 Reach 2010 Reach

Source: comScore Media Metrix (Panel Only), December 2009 and December 2010

Online Banking on the Rise in Southeast Asia

§  Visitation to Online Banking sites grew by
double digits in all six countries
§  Malaysia is the largest online banking
market, with 2.7 million users in January
§  Indonesia nearly doubled its online banking
audience over the past year

+16% Growth in Unique Visitors (000): Online Banking
2,746
2,360
+18%

+72% +35% +39% 1,543 +14%
1,304
949 779 889
749 701
435 377 525


Jan-10 Jan-11

Source: comScore Media Metrix, January 2010 vs January 2011

A Clear Appetite for Multimedia in Southeast Asia

§  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

Growth in Reach: Multimedia Sites

+11% +17% 7%
+6% +11% +36%
72% -1% 73% 72% 72% 77%
63% 67% 65% 67% 66% 61%
56% 55%
49%




Search Snapshot for Southeast Asia

§  Searchers in the Philippines had the highest average number of searches per
searcher; Users in Hong Kong and Singapore were also heavy searchers
§  Google accounts for 67% of all searches globally; in this region, with the clear
exception of Hong Kong, users were more likely to use Google for their searches

Total Searches (MM) Avg Searches per Searcher Google Share of Searches

Malaysia 960 Malaysia 98.7 Malaysia 76%

Indonesia 746 Indonesia 91.4 Indonesia 85%

Vietnam 563 Vietnam 86.4 Vietnam 93%

Philippines 788 Philippines 150.4 Philippines 69%
Hong Kong 501
Hong Kong 125.1 Hong Kong 37%
Singapore 304
Singapore 115.4 Singapore 77%

Source: comScore qSearch, January 2011

Instant Messengers, News are Key Categories in Vietnam

Key Categories
Reach in Vietnam vs WW Average

91% 57%
Search/Navigation Index: 128
Index: 107 Downloads 100
85% 57%
90% 57%
News/Information 100
149
Index: 129
Blogs 113
60% 50%
72% 56%
Community 143
124
103 Games 109
58% 51%
72% 45%
Instant Messengers 136
206
154 Photos 86
35% 53%
69% 37%
Retail 109
108
108 Business/Finance 82
64% 46%
Directories/ 67% 37%
89
97 Education 128
Resources 117 68% 29%
67% 35%
Multimedia 83
100
85 Sports 112
67% 32%
66% 35%
e-mail 81
105
91 Auctions 113
63% 31%
66% 28%
Social Networking 91
94
93 Automotive 119
70% 24%
Vietnam
60% 23%
Technology 88
112
91 TV 70
53% 33% Worldwide

102 Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Media Metrix (Panel Only), December 2010

Top Web Properties in Vietnam

Source: comScore Media Metrix Key Measures Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 20

And Social Networks in the Region?


Philippines is the Top Facebook Market In the World

Facebook.com Top 15 Markets by % Reach

Philippines 93.7
§  The Philippines, Malaysia Turkey 90.7
and Indonesia are among Israel 90.2
the top 15 countries with the Chile 89.5
highest Facebook Malaysia 88.4
penetration Argentina 88.3
Venezuela 87.8
§  Though Photo and IM usage Indonesia 87.4
is also above average in the
Canada 86.9
Philippines, FB is the most
Colombia 86.7
common touchpoint for web
Peru 83.4
users there: FB is the #1 site
Mexico 82.6
there, and average usage is
United Kingdom 81.4
7 hours per user
Puerto Rico 81.4
Finland 81.2

Source: comScore Media Metrix, January 2011

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
Netherlands 26.0
Brazil 23.4
Japan 22.0
Indonesia 21.0
Venezuela 19.4
Canada 15.1
United Kingdom 14.0
Philippines 13.8
Singapore 13.6
Turkey 13.6
Chile 13.1
United States 13.0
Argentina 12.5
Mexico 12.5
Colombia 10.7

Source: comScore Media Metrix, January 2011

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

+13% +6%
+1% +11% +1%
+4% 91% 89% 90% +35% 90% 95%
81% 81% 82%
68% 70% 66% 68% 76%
49%



So What Does Vietnam’s Social Scene Look Like?


Social Networking Sites Continue to Grow in Vietnam

Internet Audience 15+ accessing Internet from Home or Work
Source: comScore Segment Metrix Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 26

Top Categories Visited by Vietnamese


Social Networking Sites Continue to Grow in Vietnam


Non-Vietnamese Social Networks are still hanging on

Source: comScore Media Metrix Media Trend Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 29

Social Media Users Tend to be Young

Source: comScore Media Metrix Demographic Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 30

Zing Me’s Users Tend to be Young


Facebook’s Users Tend to be Young


What Do These Young Social Networks Tend To Do Online?

Source: comScore Media Metrix Cross Visiting Vietnam, July 2011 © comScore, Inc. Proprietary and Confidential. 33

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!


The State of Social Networks in Vietnam

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