This document discusses Kantar Media Vietnam's preliminary findings on home-based internet usage in Hanoi and Ho Chi Minh City from their Internet panel. It finds that home is the most common location for internet use. While HCMC has lower overall internet penetration, it sees higher usage ratings than Hanoi, especially in the afternoon and evening. Younger age groups are more likely to use the internet at night. The document also outlines Kantar's plans to provide more sophisticated online audience measurement by site, demographics, and advertising monitoring.

1. HOME-BASED INTERNET USAGE
IN HA NOI & HCM CITY
FIRST PRELIMINARY FINDINGS FROM KMV’S INTERNET PANEL

2. Kantar Media Vietnam Core Services
Working to grow media momentum – focus online
TV Print Internet Other Coverage
TAM 6 cities +
Y N N N
(TV Audience measurement) National
MHS
Y Y Y Y 6 cities
(Media Habits Survey)
IAM
N N Testing N 2 cities
(Net Audience Measurement)
Adex Monitoring Y Y Testing N -
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3. Panel based TV / Internet Audience Measurement
Technical Process
Establishment • Collect information on market and monitor population changes
to build an accurate sampling frame and estimate the universe
Survey
• Draw sample households based on quota
Sampling • Identify weighting factors to create sample accurately
representative of the population
• Meter measurement in TV or computer – automated daily
Data transfer of data (HN & HCM City only)
Collection • TV diary in Hai Phong, Da Nang, Nha Trang, Can Tho
Data • Raw data check + clean
Processing • Weighting of samples and merge with demographic information
Data • Data delivery to clients
Delivery
© 2009 Kantar Media 3

4. Internet Audience Measurement
The Intentions
Accurate and highly representative
panel
• Recruit previous MHS respondents
Comparative universe to other media
measurement
• Urban 15-54 yo in 2 key cities
Real time understanding of behavior
• Use Meter style plugin to track click-stream of user
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5. Why measure by city?
MHS top 5 websites visited (top of mind in face to face survey)
2.6
24H.COM.VN 5.7
3.9
9.2
VNEXPRESS.NET 6.0
7.4
17.8
HCM City
ZING.VN 6.5
13.9 Ha Noi
4 key cities
3.3
DANTRI.COM.VN 41.9
14.7
30.9
GOOGLE.COM/GOOG
6.2
LE.COM.VN
24.3
0.0 10.0 20.0 30.0 40.0 50.0
% of all recent internet users 15-54 years old
Source: Kantar Media VN
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6. Why home-based measurement?
Percent using Internet in different locations by city but home usage is
very high now-days.
100
92
90
81 79
80
70
% of all internet users
60
50 4 key cities
Ha Noi
40
HCM City
30 26
22 24
20 22
20
11 12 11 10
10 6 6 5
0
Home Work School Web Bar/Internet Other location
Café/Internet Services
Base: All recent internet users 15-54 years old in Ha Noi & HCM City
Source: Kantar Media VN
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7. Reach of selected foreign websites in June 2012
Monthly reach (%) of selected sites, June 2012
(Base = Urban population 15-54 years old in HN & HCMC)
70.0%
60.0%
50.0%
Monthly reach (%)
40.0%
Ha Noi
30.0% 62% HCM City
54%
49%
43% 44% 45%
20.0%
35%
26%
10.0%
0.0%
google.com.vn youtube.com google.com facebook.com
Base: Urban population 15-54 years old
*Panel data measures all sites but is in test stages so local sites aren’t shown here.
Source: Kantar Media VN

8. 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.
Internet ratings by time band, Ha Noi & HCM City, June 2012
(Base = Urban population 15-54 years old)
7%
6%
5%
Rating (%)
4%
Ha Noi
3% HCM City
2%
1%
0%
Base: Urban population 15-54 years old
Source: Kantar Media VN

9. Internet Audience by day-part comparing age groups
Naturally younger audiences are spending online more often, they are
especially night owls!
Internet ratings by time band and age group, Ha Noi & HCM City, June 2012
(Base = Urban population 15-54 years old)
12.0%
10.0%
8.0%
Rating (%)
15-24
6.0%
25-34
35-54
4.0%
2.0%
0.0%
Base: Urban population 15-54 years old
Source: Kantar Media VN

10. 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.
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