critical insights for approaching digital consumers
TRANSCRIPT
General Director Kantar Media
Critical insights for approaching Digital-
ConsumersRicardo Glenn
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This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV
DAILY TV VIEWING BY INDIVIDUALS
2
3
4
5
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013
HO
UR
S P
ER
DA
Y
3h433h48 3h51 3h52
3h55
Based on constant 48 countries – weighted average
Source: Eurodata
3h373h40 3h40 3h40 3h41
3h53
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DAILY TV VIEWING BY INDIVIDUALS – BY REGION
Source: Eurodata
Source: Eurodata
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TV CONTINUES TO FLOURISH
GLOBAL TV REVENUES
0
50
100
150
200
250
300
2008 2009 2010 2011 2012
Source: OFCOM International Communications Report 2013
Revenue (£ bn)
£212 bn £212 bn£226 bn
£242 bn£252 bn
Source: Eurodata
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Mobile Ad Spending
• “Nearly two in five digital ad dollars spent by advertisers in South Korea will go toward
mobile internet format 38.4% ”
• US 37%
• Denmark 31.3%
• Norway 30.6
• UK 27.9 %
Source: Eurodata
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How attractive is the Vietnam Market?
Source: Eurodata
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Vietnam is an attractive market…
Mobile Penetration...
1.Nationwide
• (91.5%)
2.Rural Penetration
• (89.7%)
Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years
Source: Eurodata
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How consumers are being contacted?
Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years
U / R92.4 84.9
U / R99.1 99.6
U / R39.1 17.4
U / R28 45.9U / R
91.9 84.5
U / R16.2 7.7
U / R77.2 75.9
U / R8.3 4.3
U / R50.9 22.9
U / R68.7 42.4
Source: Eurodata
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How customers feel about advertising on mobile in Vietnam
Source: Eurodata
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Mobile Ad perception
Facts Vietnam Market
*) Media type respondent finds the ads
most useful in making purchasing
decisions 1.9%
*) Media Type Rank # 1 Media type
respondent finds the advertising most
annoying 29.3%9.3
*) Media type respondent finds there is
too much advertising South East (excl.
Urban HCMC) 19.8
15
Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years
Source: Eurodata
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Go mobile but do it right…
Source: Eurodata
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4 common mobile marketing mistakesFollowing the path of online
advertising We need to change our mindset and think beyond what we already know
Poor ExecutionMarketers need to realize that if they are running a mobile campaign, You need to make sure whatever message you are sending is compatible with different device’s
MeasurementMobile can deliver some amazing business intelligence that marketers never had access to
No PromotionsNot promoting their mobile programs effectively across all promotional platform
17
Source: Eurodata
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Following the path of online advertising
Source: Eurodata
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Avoiding Poor Execution
Understanding more about your clients...
And the interaction with media
Source: Eurodata
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Vietnam is the second most populated smartphone market in SA 34.3
47.4% 27.7%
Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years
Source: Eurodata
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What is the penetration according to out target group?
Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years
40.0%
56.5%
49.8%
38.7%
29.5%
18.1%
12.1%
6.9%
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54
Smartphone ownership by Age
Source: Eurodata
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Should we develop applications?
60.3% 53%
Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years
18 to 25 is the average number of applications people have in the
smartphones
Source: Eurodata
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Operation System
38.8%40.3%
19.7%48.6%
Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years
Source: Eurodata
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What else should we do?
Mobiphone usage by urban/rural area of users residence
Urban Rural
I have used a mobile phone for speaking 99.8% 99.8%
I have used a mobile phone for send/receiving text message 94.2% 92.4%
I have used a mobile phone for listening to music 59.1% 48.0%
I have used a mobile phone for accessing the internet 51.0% 32.2%
I have used a mobile phone for taking pictures 44.0% 30.5%
Play game 30.1% 21.7%
I have used a mobile phone for personal information managemnet (notes, scheduling) 22.3% 21.1%
I have used a mobile phone for listening to radio 12.9% 15.6%
I have used a mobile phone for downloading ringtones and pictures 7.7% 4.4%
Watch TV online 5.8% 3.0%
I have used a mobile phone for sending and receiving e-mail 7.4% 1.9%
Watch TV contents (retapped) 4.0% 2.2%
I use a mobile phone to order/purchase product online 2.8% 1.2%
I have used a mobile phone for joining lottery/ lucky draw programs .3% .2%
Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years
Source: Eurodata
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Understanding our target
Source Kantar Media Habits Survey: 7,200 interview Nationwide, 15 – 54 years
15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54
I have used a mobile phone for speaking 99.5% 100.0% 99.9% 99.4% 99.9% 99.9% 99.8% 99.9%
I have used a mobile phone for send/receiving text message 98.3% 98.7% 97.7% 95.1% 92.0% 90.1% 83.2% 77.2%
I have used a mobile phone for listening to music 74.4% 71.4% 67.9% 52.1% 41.7% 33.6% 21.6% 19.8%
I have used a mobile phone for accessing the internet 65.6% 63.8% 54.9% 36.3% 25.7% 14.1% 9.4% 4.9%
I have used a mobile phone for taking pictures 53.2% 53.3% 50.2% 32.0% 28.6% 17.9% 11.4% 7.1%
Play game 46.9% 41.8% 31.5% 23.6% 15.6% 8.1% 3.9% 1.4%
I have used a mobile phone for personal information managemnet (notes, scheduling) 27.6% 24.7% 24.8% 22.7% 20.6% 19.0% 13.3% 10.4%
I have used a mobile phone for listening to radio 23.6% 20.6% 17.9% 12.7% 8.4% 13.3% 7.0% 5.0%
I have used a mobile phone for downloading ringtones and pictures 11.7% 8.7% 8.2% 5.2% 3.1% .8% .8% .4%
Watch TV online 6.7% 6.8% 6.2% 3.9% 2.6% .8% .7% .0%
I have used a mobile phone for sending and receiving e-mail 3.9% 8.0% 5.6% 4.4% 3.2% .9% .9% 0.0%
Watch TV contents (retapped) 5.0% 4.9% 4.7% 2.5% 1.7% .8% .1% .1%
I use a mobile phone to order/purchase product online 3.1% 3.5% 2.7% 1.9% .3% .4% .2% .1%
I have used a mobile phone for joining lottery/ lucky draw programs .2% .5% .4% .2% .0% 0.0% .1% 0.0%
Source: Eurodata
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• Users On Mobile Act Differently Than Users On Desktop
• People Use Mobile With Different Motivation
• Understand the correct way to approach your target in each different media
Source: Eurodata
Visit VietnamBusiness.TVfor business videos, news & research
This slideshow is from a presentation at the M2 Marketing & Media events in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers andto get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV