CONSUMER CONNECTIONS
IN A CONVERGING WORLD
OF SCREENS
Highlights of Nielsen & Videology Research:
Meet the New Media Consumer in Vietnam, 2014
Sponsored by Videology
TODAY’S CONSUMER IS ON A NEW MEDIA JOURNEY
Right Time
Right Place
Right Screen
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NEW RESEARCH HELPS ADVERTISERS PLOT
THE COMPLEX COURSE
Nielsen’s Vietnam Cross-Platform Report — A collaboration with Videology
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1,000 respondents surveyed
Online users aged 16 years and above
Demographics quotas ensured sample
representation
Respondents could reply on any
connected device
Responses collected April and May 2014
3
KEY THEMES
1
2
Consumers are
more connected
than ever before.
Consumers crave
content, and they
want it how and
when they want it…
Source: Nielsen Cross-Platform Series, 2014| Vietnam
3
As a result, video
consumption in
particular is
escalating, as the
majority of
Vietnamese now
watch Internetsourced TV content.
4
Consumers are
actively shaping
their own media
experiences,
from new device
adoption to
multi-screening
consumption
behaviour.
4
1
INCREASING
CONNECTIVITY
Vietnamese households have access to
more connected technology than ever
before…
• More devices to access content
• More platforms for media companies to monetize
audiences
• More opportunity for brands to engage consumers
5
WHEN IT COMES TO VOD, PC IS STILL KING
Laptops and mobile devices support a broad range of locations for video content consumption, but home-based viewing dominates
Device for VOD access
Laptop / desktop
Location of viewing VOD
92
At home in the
living room
71
At home in a
room other than…
Mobile phone
49
TV screen
Tablet
Portable media
player / handheld 3
games device
44
27
50
Friend/relative's
home
38
In an internet
café
36
At
work/school/uni…
23
While
travelling/on…
17
While
commuting/on…
17
In a public place
(e.g. beach, park)
15
6
INCREASING CONNECTIVITY
CONSUMERS IN VIETNAM SPEND 16 HOURS PER WEEK
ONLINE OUTSIDE OF WORK
Both male and female Vietnamese are actively engaged online
Average total time spent online each week
for personal purposes, via any device
2014
16
16
17
15
16
16
15
2011
16
18
18
15
15
12
Total
Male
Female
16-20
11
21-29
30-39
40-49
12
50+
Average total time spent online each week for personal purposes, via any device – 2014 vs 2011
7
INCREASING CONNECTIVITY
TECHNOLOGY HAS SHIFTED
Smartphone and Laptop usage has skyrocketed since 2011
Owned technology among online Vietnamese
(Smartphone is personal ownership, all other devices are household ownership)
92
82
81
75
73
74 75
2014
2011
70
58
49
37
35
33
25
3
11
Smartphone
Laptop / notebook Home internet Desktop computer
connection
Pay TV
Wireless LAN
0
Connected TV
0
Smart TV
0
Tablet
0
19
0
Connected TV via Games Console
separate device
‘Connected TV’ combines Smart TV and TV which connects to the internet via a separate device.
8
INCREASING CONNECTIVITY
PHONES & TABLETS HAVE OPENED
NEW WINDOWS TO CONNECTIVITY
Phones are used to access the internet nearly as much as laptops in Vietnam
Devices used for internet access
Laptop/Notebook
48
Mobile phone
Connected TV
Handheld media player
Games console
PVR/DVR
30
12
0
9
3
0
1
27
44
82
81
47
18
Desktop PC
Tablet computer
64
63
Ever accessed
Regularly accessed
Most often access
4
0
3
1
0
1
0
9
INCREASING CONNECTIVITY
MEANWHILE, TRADITIONAL DEVICE USAGE IS
DECLINING
Compared to 2011, mobile phone and tablet usage is growing steadily, while traditional device usage has declined
Devices ever used for internet access
Laptop/Notebook
82
30
Mobile phone
81
21
63
Desktop PC
95
27
Tablet computer
9
Connected TV
Handheld media player
4
Games console
3
PVR/DVR
1
2014
2011
10
2
MORE CONTENT,
MORE CONSUMPTION
Consumers crave content, and are accessing
it in more ways than ever…
• A seemingly endless list of content sources
• Digital media being consumed throughout the entire
day
• The growth of “portable” media being used throughout
the day
11
MORE CONTENT, MORE CONSUMPTION
ONLINE MEDIA IS AN EVER-PRESENT PART
OF CONSUMERS’ DAYS
Digital media is constantly being consumed in Vietnam
90
Online activities
across day-parts
(as a proportion of
total online
population)
80
70
60
Using the internet
50
Listening to the radio
40
Watching Traditional TV
Reading printed newspaper
30
20
10
0
Early morning
Before 9am
Morning 9am before 12pm
Lunch time 12pm - Early Afternoon 2pm Late Afternoon 4pm Early Evening 6pm - Mid Evening 8pm - Late Evening 10pm
before 2pm
- before 4pm
- before 6pm
before 8pm
before 10pm
onwards
12
MORE CONTENT, MORE CONSUMPTION
DIFFERENT DEVICES ARE USED TO CONNECT
AT DIFFERENT TIMES OF THE DAY
Smartphone content constantly being accessed, while laptop usage peaks during TV primetime
40
Online access by
device across
day-parts
(as a proportion of
total online population)
35
– Mobile Phone
30
– Laptop/Notebook
– Desktop PC
25
– Tablet
20
15
10
5
0
Late Afternoon Early Evening Mid Evening Late Evening
Early
Early morning Morning 9am - Lunch time
Before 9am before 12pm 12pm - before Afternoon 4pm - before 6pm - before 8pm - before 10pm onwards
10pm
8pm
6pm
2pm - before
2pm
4pm
13
MORE CONTENT, MORE CONSUMPTION
DUAL SCREENING APPROACHING SATURATION
Simultaneous media consumption (TV + Online) – 2014 vs 2011
2014
2011
95
96
96
96
98
97
93
91
90
52
34
Total
33
Male
35
Female
35
16-20 years
36
29
21-29 years
30-39 years
29
40-49 ( 40+, 2011)
50+
14
MORE CONTENT, MORE CONSUMPTION
DUAL SCREENING IS A POPULAR DAILY ACTIVITY
We are witnessing an evolution in media consumption behaviour… 95% of Vietnamese dual screeners do so at least weekly
Frequency of dual screening – 2014 vs 2011 (among those who dual screen)
2014
2011
64
2
11
Daily
18
57
Almost every day
Several times per week
12
10
Once per week
7
Once or twice per month
22 3
12
Less often
15
MORE CONTENT, MORE CONSUMPTION
THERE IS MORE VIDEO CONTENT THAN
EVER FOR VIETNAMESE TO CONSUME
Consumers are spending most of their media time consuming rich content (video and audio)
Total average hours per week—for personal purposes (among activity user base)
9.4
Total Internet TV
7.9
Accessing news online, on websites or apps
6.7
Broadcast TV
6.6
TV snippets or entire shows streamed on YouTube
Legal internet sources of movies and TV programs
6.2
Watching online videos (excluding TV programs and movies)
6.1
Accessing the internet via mobile phone
6.1
5.5
Playing games on a pc, laptop, mobile device or console
5.0
Accessing the internet via a tablet
4.5
Illegal (pirated) sources of TV shows or movies downloaded /…
4.1
Time-shifted TV
3.2
Reading a newspaper
Listening to the radio
2.7
16
3
THE ESCALATION OF
VIDEO CONTENT
Across Vietnam, online video consumption is
growing steadily…
• Growth seen especially strongly in younger audiences
• Massive uptick in consumption via mobile devices
17
ACROSS SOUTHEAST ASIA, TV HABITS OF DIGITAL
CONSUMERS ARE SHIFTING
More than six in 10 Southeast Asian digital consumers obtain TV or movie content from online sources
Internet TV penetration 2014
68
Malaysia
67
62
61
Indonesia
76
71
Philippines
Singapore
Thailand
Vietnam
18
BROADCAST TV REMAINS STRONG BUT VOD
IS GROWING
Consumers in Vietnam now obtain their video content from a variety of sources – traditional and digital
How TV and movie content is accessed in 2014
Broadcast TV
79
TV / movie snippets or
entire shows streamed on…
40
Legal (non pirated) internet
sources or video on…
35
Time-shifted TV
Illegal (pirated sources)
such as BitTorrent,…
Combined Internet TV
16
10
67
19
THE ESCALATION OF VIDEO
STRONG GROWTH FOR VIETNAMESE DIGITAL VIDEO
General online video behaviour—streaming and/or downloading (Any online video, not specifically TV and movie content)
98
96
91
81
70
2014
2011
45
L12M
Monthly
Weekly
20
THE ESCALATION OF VIDEO
YOUTUBE AND LOCAL PUBLISHERS
SATISFYING VIETNAM’S VIDEO APPETITE
Popular sources of online video and genres of digital video consumed
90
youTube
60
24h.com.vn
46
nhaccuatui.com
42
vnexpress.net
40
dantri.com.vn
38
kenh14.vn
37
clip.vn
24
vietnamnet.vn
18
soha.vn
laodong.com.vn
11
doisongpapluat.com
11
nguoiduatin.vn
7
94
Movies
92
Entertainment
91
Music shows/music videos
News/current affairs from
Local TV networks
81
Lifestyle
80
Local sport, available on Local
TV
Overseas sport not easily
accessible to local audiences…
News/current affairs from
overseas TV networks
80
77
74
73
Documentaries
Local drama series
68
Overseas drama series
68
Childrens programs
29
21
REGULAR VIEWING IS COMMON:
OVER ONE THIRD TUNE IN ON A DAILY BASIS
Frequency of viewing VOD (among those accessing VOD services)
49
Daily
About once every 2 weeks
27
About every other day
About once a month
A few times each week
Less often than once a month
20
2 110
About once a week
22
THE ESCALATION OF VIDEO
AS DIGITAL VIDEO VIEWERSHIP RISES, OTHER VIDEO
MEDIA USAGE IS DECLINING
Over the past 3 years, more Vietnamese are moving online for their video
Total average hours per week—for personal purposes
6.7
Broadcast TV
16.6
6.2
Legal internet sources of movies and TV programs
2.6
Reading a newspaper
Listening to the radio
2011
4.5
5.1
Illegal (pirated) sources of TV shows or movies downloaded /
streamed from the internet
Time-shifted TV
2014
4.1
0
3.2
3.9
2.7
4.8
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THE ESCALATION OF VIDEO
VIDEO CONSUMPTION THROUGH MOBILE
DEVICES SHOWS THE GREATEST JUMP
The massive growth in consumption is most noticeable in 30-49 year olds in Vietnam
Accessing online video via mobile phone
(among total online population)
2014
48
47
41
39
37
Total
4
Male
3
Female
43
37
33
3
2011
2
5
16-20
21-29
3
30-39
1
40-49
0
50+
24
4
THE NEW MEDIA
EXPERIENCE
In Vietnam, consumers are actively shaping
their own media experiences
• Increasing usage of “second screens” while watching TV
• Activities on second screen often tied to content being
watched on TV
• This provides big opportunities for advertisers
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THE NEW MEDIA EXPERIENCE
DUAL-SCREENING IS BECOMING
THE NEW NORM
96% of consumers in Vietnam now say they consume TV and online media simultaneously
Simultaneous media consumption—TV + online
96
96
96
98
97
93
91
90
2014
2011
34
Total
33
Male
35
Female
35
16-20 years
36
21-29 years
29
30-39 years
29
40-49 ( 40+, 2011)
50+
26
THE NEW MEDIA EXPERIENCE
LAPTOPS ARE NOW THE PRIMARY DEVICE FOR
DUAL-SCREENING
Tablet dual-screening is on the rise
Device used for dual screening
Mobile Phone
86
22
Laptop/Notebook
Desktop PC
Tablet computer
(e.g. iPad)
TV (internet enabled)
Games Console
Portable media
player (i.e. iPod
Touch)
83
42
75
25
51
5
Use most often
45
1
2
1
Use regularly
38
37
27
THE NEW MEDIA EXPERIENCE
CONSUMERS ARE TAKING ACTION AFTER SEEING
VIDEO ADS
Over 75% of consumers have made a purchase after seeing a video ad on their laptop or computer
Making a purchase after seeing a video ad on...
Using 'search' after seeing a video ad on...
Desktop /
laptop
Mobile
device
11
13
26
23
17
51
23
2
28
Never
Once
2-3 times in the past
4 or more times in the past
I don't access the Internet on this type of device
6
Desktop /
laptop
Mobile
device
23
20
35
28
17
29
20
22
2
5
Never
Once
2-3 times in the past
4 or more times in the past
I don't access the Internet on this type of device
28
THANK YOU
videologygroup.com
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