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Why do we nowadays change promotion’s tools from traditional to digital?Febuary, 2014
What is traditional tools?
Television
Newspaper
Magazine
radio
What is digital tools?
Internet
Social network
Mobile
Online Video
Traditional MKT and Digital MKT
Traditional MKT Digital MKT
Cost More costly Save cost
Measurable It is hard to measure results
The results are much easier to measure
Interactive There is no way to interact with the audience.
People can easily interact with brand through Digital
Reachable Traditional marketing is reaching only a local audience
Digital campaign can reach an infinite audience
Digital save cost
Source: Huspost
Why do we need to change into Internet? The landscape is changing fast. Percentage of people watching TV, reading
magazine and newspaper decrease significantly. On the other hand, there are more and more people using internet (increase 24% in 4 years).
TV D
aily
Cable T
V Daily
Newsp
aper
Daily
Mag
azine
Daily
Radio D
aily
Cinem
a Mon
thly
Outdo
or D
aily
Inte
rnet
Daily
88%
55%
34%
5%12%
6%
51%
21%
86%
67%
40%
11% 11% 11%
63%
36%
88%
73%
39%
7%
15% 14%
67%
45%
200820102012
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Why do we need to change into Internet? Although time spent watching TV is decreasing, people increasingly watch TV
online and/or on mobile device.
In 2012 19% of urban adults has watched LIVE TV online, (15% in 2010). These people mostly watch on the internet (16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%).
All Television Newspaper Magazine Radio Internet
140
3217 14
44
134
3422
13
74
124
39
16 16
84
2008 2010 2012
Average Minutes Spent Per Day
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Why do we need to change into Internet?
63% of all adults has used the internet in the last 3 months. These adults go online 26 times a month and on an average day they spend 134 minutes online.
All adults
M 16-24
F 16-24
M 25-34
F 25-44
0102030405060708090
100
63
84 8072
47
Internet penetration
Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network
Why do we need to change into Internet? The increase in time spent online compared with time spent watching TV
is most visible amongst Men 25-34
TV Internet
130
85
135117
126 127
200820102012
TV Internet
134
45
118
81
113103
TV Internet
147
63
137
102
126104
TV Internet
146
22
136
42
129
57
M 16-24 F 16-24
M 25-34 F 25-44
-4min +42min -21min +41min
-17min +35min-21min +58min
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Why do we need to change into Internet?
Changing attitudes towards media and advertisement:
The last 5 years show a downward trend in trust in advertisement and traditional media
Urban adults don’t just believe what they are being told anymore.
The number of people who like TV advertising has dropped significantly
2008
2010
2012
2008
2010
2012
2008
2010
2012
2008
2010
2012
2008
2010
2012
0 10 20 30 40 50 60 70 80
53
54
60
61
49
43
55
51
47
62
57
49
50
48
41
“I trust TV news to report accurately”
“TV commercials provide truthful information”
“I trust newspapers to report accurately”
“I like watching TV advertising”
“I have less and less trust in companies and brands”
Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
Internet Users’s Behavior
Internet Users’s Behavior
Internet Users’s Behavior
Internet Users’s Behavior
Why do we need to change into Social Network?
The decreasing trust in traditional media goes alongside an upward trend in online media
2008 2010 20120
10
20
30
40
50
60
70
80
20
38
72
Social network pen-etration
Vietnamese people are curious and they actively look for information themselves. Social media serves as an expansion of WOM: People share
opinions, ask questions and so they look for their own truth, not the truth of the advertiser.
Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
Why do we need to change into Social Network?
20pm-24pm is the time people go online the most
07.01am
-10.0
0am
10:01am
-12.0
0pm
12:01pm
-14.0
0pm
14:01pm
-17.0
0pm
17:01pm
-20.0
0pm
20:01pm
-24.0
0am
00.01am
-04.0
0am
04:01am
-07.0
0am
It Var
ies
0
10
20
30
40
50
60
70
23
37
Time of day usually go online
Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
Why do we need to change into Social Network?
72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month.
All adults
M 16-24
F 16-24
M 25-34
F 25-44
0
20
40
60
80
100
7279 84
6862
Social Network pene-tration
Social Networkusers’s behavior
Social Networkusers’s behavior
Social Networkusers’s behavior
Social Networkusers’s behavior
Social Networkusers’s behavior
Why do we need to change into Mobile?
51% of the online adults use mobile internet, with an average of 27 times a month.
All adults
M 16-24
F 16-24 M 25-34
F 25-440
10
20
30
40
50
60
70
80
90
100
5159 61
5244
Mobile internet pene-tration
Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet
Why do we need to change into Mobile?
Using mobile internet is quite spread over the day, which is the convenience of going online on your phone
20pm-24am is still time with the most traffic
07.01am
-10.0
0am
10:01am
-12.0
0pm
12:01pm
-14.0
0pm
14:01pm
-17.0
0pm
17:01pm
-20.0
0pm
20:01pm
-24.0
0am
00.01am
-04.0
0am
04:01am
-07.0
0am
It Var
ies
0
10
20
30
40
50
2230
Time of day use mobile internet
Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet
Why do we need to change into Mobile?
Radio is consumed through mobile phones the most (46%)
32% of the urban adults has listened to the radio in the last month. These adults listen to the radio 20 times a month, for an average of 50 minutes.
46%
18%16%
14%4%3%
How usually listen to the radio
By mobile phone On a radio cassette
Through a radio set Via public loudspeakers
In car/ taxi On the internet
Radio stations listened to in last 7 days
HCMC
VOV Giao Thong 66%
Voice of HCM 48%
Voice of Binh Duong 33%
Xone FM 17%
VOV1 16%
Radio stations listened to in last 7 days
Hanoi
VOV Giao Thong 50%
VOV1 38%
Voice of Ha Noi 27%
VOV3 19%
Xone FM 8%Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet
Why do we need to change into Mobile?
Why do we need to change into Mobile?
Why do we need to change into Mobile?
Why do we need to change into Mobile?
Why do we need change to online video?
Why do we need change to online video?
Why do we need change to online video?
Why do we need change to online video?
Why do we need change to online video?
Appendix 1Newspaper and Magazine Reading Behavior
More females than males read hard copy newspapers, whereas males are more likely to read a newspaper website than females.
Reading the news via app’s is still very low amongst Vietnamese adults. Males, and especially young males, are more likely to use newspaper apps.
0
10
20
30
40
50
60
70
80
9080
56
52 2 2 2
All adults M16-24 F16-24 M25-34 F25-44
Source: 3D 2012 Base: 2,118 urban adults who read/buy newspapers
Appendix 1Newspaper and Magazine Reading Behavior
More females than males read hard copy magazines, especially the 25-45 females. Males are more likely to read a magazine online than females.
Reading magazines via app’s is still low, but there is a skew towards the young females and males.
0
10
20
30
40
50
60
70
80
90
100
82
48
72 3
All adults M16-24 F16-24 M25-34 F25-44
Source: 3D 2012 Base: 898 urban adults who read/buy magazines
Appendix 2Age range and users’s behavior
Appendix 2Age range and users’s behavior
Appendix 2Age range and users’s behavior
Think Mobile
Think Social
Don’t think in boxes!
