The State of Social Networks in Vietnam

The State of Social Networks in Vietnam

Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR) hp +65 9478 2100 | email [email protected]

Social Network: The Open Platform Conference New World Hotel, Ho Chi Minh City, 27 August 2011

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

Region Country Persons Under 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


505.7

336.4

198.4 85.2 96.6

534.0

361.7

204.0 112.5 111.4

Asia Pacific Europe North America Middle East -Africa

Latin America

Asia Continues Audience Growth

§  Growth is flat in North America, European growth mostly driven by Russia

§  30 million new Internet users were added in the Asia Pacific Region over the past year

§  High percentage growth continues in MidEast/Africa and Latin America

December 2009 December 2010

+8%

+6%

+3%

+8%

+32% +15%

Dec 2010 Dec 2009

Worldwide Online Population (Millions)

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 and December 2010

1,222 1,324


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

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2009 to December 2010

§  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

9.4

6.5 5.84.8 4.0

2.8

10.48.6

6.85.5

4.32.9

Malaysia Indonesia Vietnam Philippines Hong Kong Singapore

2009 2010

+11%+32%

+16%+16%

+8%+3%


§  Hong Kong and Singapore skew older even than the global average; Malaysia, Indonesia, Vietnam and the Philippines have significantly younger audiences

Emerging Internet Markets in Southeast Asia Skew Very Young

Composition of Internet Audience 15+

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, December 2010

26%

26%

32%

33%

30%

22%

24%

22%

22%

17%

15%

20%

25%

27%

14%

9%

7%

9%

8%

23%

19%

11%

6%

6%

12%

9%

WW

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

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


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


10.4

8.6

6.8

5.5

4.3

2.9

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

16.1

14.8

23.2

16.7

25.9

22.3

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore


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

16.8 14.8

24.4

17.1

31.0

25.4

15.0 14.6

20.1

15.8

22.4 19.7


Age 15-34

Age 35+

Average Hours Spent Online



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


16.0 15.3

23.6

16.5

25.9 22.8

16.2 13.8

22.6

17.0

25.9

21.8


Males 15+

Females 15+

47% 36% 46% 48% 51% 51% Female Share

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

68%81% 89%

49%

90%68%

81%70%91% 90%

66%95%

76% 82%

Worldwide Malaysia Indonesia Vietnam Philippines Hong Kong Singapore

2009 Reach 2010 Reach

+24%+47% +16%

+73%

+46%+23% +17%

Growth in Reach: Photo Sites

Internet Audience 15+ accessing Internet from Home or Work 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

Growth in Unique Visitors (000): Online Banking

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2010 vs January 2011

2,360

435701

377

1,304779

2,746

749 949525

1,543

889


Jan-10 Jan-11

+16%

+72% +35% +39%+18%

+14%


63% 65%56% 49%

66% 61%72%67% 72%

55%67% 73% 72% 77%



+6% +11%-1%

+36% +11% +17% 7%

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



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

960

746

563

788

501

304

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

98.7

91.4

86.4

150.4

125.1

115.4

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

76%

85%

93%

69%

37%

77%

Malaysia

Indonesia

Vietnam

Philippines

Hong Kong

Singapore

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

Internet Audience 15+ accessing Internet from Home or Work Source: comScore qSearch, January 2011


Instant Messengers, News are Key Categories in Vietnam

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

Key Categories Reach in Vietnam vs WW Average

Index: 129

103

154

108

117

85

91

93

91

102

Index: 128

100

143

136

109

89

83

81

91

88

91%

90%

72%

72%

69%

67%

67%

66%

66%

60%

85%

60%

58%

35%

64%

68%

67%

63%

70%

53%

Search/Navigation

News/Information

Community

Instant Messengers

Retail

Directories/Resources

Multimedia

e-mail

Social Networking

Technology

57%

57%

56%

45%

37%

37%

35%

35%

28%

23%

57%

50%

51%

53%

46%

29%

32%

31%

24%

33%

Downloads

Blogs

Games

Photos

Business/Finance

Education

Sports

Auctions

Automotive

TV Vietnam

Worldwide

100

113

109

86

82

128

112

113

119

70

Index: 107

149

124

206

108

97

100

105

94

112


Top Web Properties in Vietnam

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011

102


And Social Networks in the Region?


Philippines is the Top Facebook Market In the World

§  The Philippines, Malaysia and Indonesia are among the top 15 countries with the highest Facebook penetration

§  Though Photo and IM usage is also above average in the Philippines, FB is the most common touchpoint for web users there: FB is the #1 site there, and average usage is 7 hours per user

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011

Facebook.com Top 15 Markets by % Reach

93.7 90.7

90.2 89.5

88.4 88.3 87.8 87.4

86.9 86.7

83.4 82.6

81.4 81.4 81.2

Philippines Turkey

Israel Chile

Malaysia Argentina

Venezuela Indonesia

Canada Colombia

Peru Mexico

United Kingdom Puerto Rico

Finland


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

26.0 23.4

22.0 21.0

19.4 15.1

14.0 13.8 13.6 13.6

13.1 13.0

12.5 12.5

10.7

Netherlands Brazil Japan

Indonesia Venezuela

Canada United Kingdom

Philippines Singapore

Turkey Chile

United States Argentina

Mexico Colombia

Twitter Top 15 Markets by % Reach

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix, January 2011


Strong Social Network Penetration in the Region

Growth in Reach: Social Networks


68%81% 89%

49%

90%68%

81%70%91% 90%

66%

95%76% 82%



+4%

+13% +1%+35%

+6%+11% +1%

§  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


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


Top Categories Visited by Vietnamese

102 Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011


Social Networking Sites Continue to Grow in Vietnam

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Key Measures Vietnam, July 2011


Non-Vietnamese Social Networks are still hanging on

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Media Trend Vietnam, July 2011


Social Media Users Tend to be Young

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Demographic Vietnam, July 2011


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?

Internet Audience 15+ accessing Internet from Home or Work Source: comScore Media Metrix Cross Visiting Vietnam, July 2011


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

Joe Nguyen Vice President, SEA & India | comScore, Inc. ( NASDAQ:SCOR) hp +65 9478 2100 | email [email protected]

Social Network: The Open Platform Conference New World Hotel, Ho Chi Minh City, 27 August 2011

The State of Social Networks in Vietnam

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