WHAT DO VIETNAMESE
GROCERY SHOPPERS
WANT?
2013 AND BEYOND
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
STATE OF
THE
MARKET
WHO
WHAT
HOW
VIETNAM
CONSUMERS
CONCERNS
TOUCH POINTS
• Macro outlook
• Consumer
Confidence Index
• FMCG Overview
• Affordable to
aspirational
• Aging population
• On her mind to in
her cart
• Health and
nutrition
• In-home
enjoyment
• Upgrading for
value continues
• Television
• Online
• Mobile
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
STATE OF
THE
MARKET
VIETNAM AT A GLANCE
MACROECONOMIC CONDITIONS ARE IMPROVING
MODERATE INFLATION
GROWING EXPORTS
INCREASED RESERVES
International reserves
(in months of import)
17,3%
Monthly Inflation
YOY Inflation
6,5%
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
1,0%
2,2%
2,7 2,8
in 1H’13 vs. YA
2,2 2,3 2,3
1,9 1,8
6,7%
1,5
1,6
HIGH TECH
0,1%
products increase
Q1-11
Q3-11
Q1-12
Q3-12
Q1-13
CURRENT ACCOUNT SURPLUS 5.9% of GDP
Source: GSO, GSO 2012, Worldbank
4
BUT CHALLENGES EXIST…..
SLUGGISH GDP GROWTH
STRESS ON FISCAL DEFICIT
RISE OF BANKKRUPTCY
Source: IMF – Apr’13
Source: Worldbank
Source: Agency of Business Registration
Vietnam GDP growth (%)
Debt to GDP ratio (%)
6,8
6,3
5,3
5,9
5,0 5,2 5,2
45
43
47
52
48
Number of new
registered enterprise
reduced
6.8%
52
Enterprises registered
capital reduced
16%
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Q1’13 vs. Q1’12
2007 2008 2009 2010 2011 2012
Source: GSO
1.96
%
RATE IS ON INCREASE
1H’12
UNEMPLOYMENT
26%
Number of enterprises
stop business
2.28
%
1H’13
5
GROWTH OUTLOOK IS MODEST FOR VIETNAM
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Asia pacific is expected to be fast growing region, yet Vietnam is at lower pace.
Source: IMF – Apr’13
Note: Gross domestic product (GDP) is the market value of all officially recognized final goods and services produced within a country in a given period of6
time.
THE ECONOMY AND JOB SECURITY ARE KEEPING
CONSUMERS AWAKE AT NIGHT
Vietnamese are less confident in the region
Consumer Confidence Index
Q2'2013
19
Job security
19
14
51
KO
75
78
TW
JP
93
95
95
98
103
107
110
114
118
121
124
NZ
SG
VN
AU
MY
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
The economy
HK
CN
TH
IN
PH
ID
0
50
Base : All respondents n=10024
Consumer Confidence Survey – Q2 – 2013
100
150
7
Increasing utility bills (electricity, gas,
heating, etc)
11
12
Health
11
12
Increasing food prices
8
11
9
8
Work/life balance
Increasing fuel prices
5
%
9
Parents' welfare and happiness 2 6
Debt
Biggest concern
33
Q. What is your major concern
over the next 6 months
Base : All respondents n=501
Second biggest concern
Field Dates: May 13 to May 31, 2013
7
CONSUMERS SHOW SPENDING RESTRAINT
“Putting spare cash into savings” means consumers are spending less
Consumer Spending & Saving strategies – Q2’13
SPENDING STRATEGIES
Putting into savings
66
68
Holidays / vacations
New clothes
New technology…
32
28
%
36
33
Q2 2012
Q2 2013
29
32
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Q: How to utilize spare cash after covering essential living expenses
SAVING STRATEGIES
Cut down on out-of-home
entertainment
Spend less on new clothes
Try to save on gas and
electricity
Base : All respondents who answered Yes to Q10 (Code 1) n=440
Source: Nielsen Consumer Confidence Index – Q2’13
67
65
%
63
Q: Compared to this time last year, which of the following actions have you taken in order to save on
household expenses?
8
FMCG IS SLOWING DOWN
Fast Moving Consumer Goods market dynamics – Total Vietnam
30%
27,6%
26,8%
25,0%
27,2%
20%
5,5%
15,8%
15%
22,9%
22,3%
21,1%
20,1%
19,4%
24,4%
24,2%
23,8%
25%
15,6%
11,3%
21,2%
20,5%19,9%
18,7%
18,3%
16,0%
12,2%16,8%
16,2%
9,5%
5,8% 4,4% 6,5%
20,4%
14,0%
5,9%
11,2%
15,5%
18,6%
13,9%
15,6%
14,0%
10,2%
20,5%
20,3%
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
10%
12,8%
12,8%
5%
8,1%
8,0%
11,0%
14,6% 15,5% 14,7%
14,6%
8,7%
12,9%
11,2%
9,9%
6,1%
5,4%
10,0%
6,6% 7,4%
4,7%
8,4%
7,2%
5,8%
4,3%
3,0%
3,0%
0%
Unit value change
Source: Retail Audit Data
Volume change
Nominal growth
9
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
ACROSS SUPER-CATEGORIES
Source: Retail Audit Data
10
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
WHO
SHOPPERS MATTER
DO YOU KNOW THE ASIAN CONSUMER?
1
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
WE ARE THE MOST LABELCONSCIOUS REGION IN THE
WORLD.
2
THREE IN FIVE ARE WILLING TO
PAY MORE FOR DESIGNER
PRODUCTS. CHINA, INDIA AND
VIETNAM ARE THE WORLD’S
TOP THREE LOVERS OF ALL
THINGS ‘DESIGNER’.
3
WE ARE A REGION OF IMPULSE
SHOPPERS AND EARLY
ADOPTERS. CHINA, INDIA
AND INDONESIA RANK HIGHEST
GLOBALLY.
4
WE ‘KNOW BEFORE WE GO’ VIA
RESEARCH AND PRICE
COMPARISONS AND ARE
SENSITIVE TO DEALS.
5
6
PHILIPPINES AND VIETNAM ARE
LURED BY PRODUCTS WITH
FREE GIFTS.
WE ARE KEEN TO “GO
GREEN”. THAILAND, INDONESIA,
VIETNAM AND THE PHILIPPINES
ARE THE REGION’S MOST ECOMINDED AND WILLING TO PAY.
7
8
9
10
WE VALUE FAMILY BONDING,
FAMILY PLANNING AND
EDUCATION.
WHEN BUYING MOBILE
PHONES, FUNCTION PREVAILS
OVER PRICE AND BRAND.
FOR CLOTHING AND SHOES,
DESIGN WINS OVER PRICE OR
BRAND, PARTICULARLY
FOR THAIS, TAIWANESE AND
VIETNAMESE.
WHEN BUYING HEALTH AND
BEAUTY PRODUCTS, WE OPT
FOR FUNCTION OVER QUALITY
AND PRICE.
Source: Nielsen Global Report
12
DO YOU KNOW WHERE YOUR “SHOPPORTUNITIES” ARE?
AFFORDABLE TO ASPIRATIONAL
Rising middle class
Rising aspirations
AGING POPULATION
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Current: 64% under 35 years old
65 years old population estimated to grow
4 times by 2050
ON HER MIND TO HER CART
Women role becomes more important
Quality of living is improved
13
MEET THE EMERGING MIDDLE CLASS
Vietnam is set to see an enormous rise in its middle class consumer segment and
spending => sophisticated demand to improve quality of living
Class A+
2
4
6
Middle class
9
27
32
38
Class C
39
34
Class D
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
8
14
21
Class B
million
in 2012
Class E
8
Class F
2010
95
million in
2020
million in
2030
$310
$940
billion in
2020
billion in
2030
Consumption
25
20
14
44
$46
billion in
2012
3
2
2
2011
2012
Source: HIB – Nielsen database; OECD Development Centre
14
‘PREMIUM’ SHOWING STRONG GROWTH
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Dominated by middle class need for ‘Affordable Premium’
Source: Nielsen Retail Audit April 2011 – Mar 2012
15
‘PREMIUM’ SHOWING STRONG GROWTH
Dominated by middle class need for ‘Affordable Premium’
MAINSTREAM
24
PREMIUM
VALUE
GROWTH RATE
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
14 FMCG CATEGORIES
10 ASEAN COUNTRIES
21
VALUE
Source: Nielsen Retail Audit April 2011 – Mar 2012
35
SUPER
(PI: >3)
ASIA’S
DECOMPOSITION
OF ‘PREMIUM’ 49.51%
LOW
(PI: 1.2-1.5)
9.17%
HIGH
(PI: 1.8-3)
20.34%
MID
(PI: 1.5-1.8)
20.98%
16
TOP PREMIUM PICKS ARE BISCUITS, FACE
MOISTURIZER, INSTANT MILK FORMULA, DETERGENT
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Inside Asia’s Premium Basket
Source: Nielsen Retail Audit April 2011 – Mar 2012; Hong Kong, Korea, Singapore, China, Indonesia, India, Malaysia, Philippines, Thailand, Vietnam
17
WHAT DO THE MIDDLE CLASS NEED IN STORE?
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Checklist
To…
PRICE TAGS
HELP CALCULATE
PACKAGING
CUE DESIRED IMAGE
DIFFERENTIATED ASSORTMENT
OFFER AN OPPORTUNITY TO TRY PREMIUM
TRIAL PROGRAMES
ENCOURAGE USAGE
FRIENDLY SERVICE
TRY OUT NEW CATEGORIES AND BRANDS
AIR-CONDITIONING
ENJOY MODERN RETAIL ENVIRONMENT
Source: Nielsen Bag or Byte Report
18
“GOLDEN POPULATION STRUCTURE”
Capitalise on the window of opportunity
85+
80-84
•
18 MILLION: the young demographic
of 15-24 years old
•
The future potentiality of the country
•
Improve the quality of the country’s
human capital
MALE
75-79
FEMALE
70-74
65-69
60-64
55-59
50-54
45-49
40-44
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
35-39
30-34
25-29
20-24
15-19
10-14
5-9
Million
0-4
Source: Vietnam population 2012
0
1
2
3
4
5
19
AGING CONSUMERS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Demanding for new and specialized categories
> 65 YEARS OLD AGING INDEX (*)
POPULATION
MEDIAN AGE
2014
90.6 mil
29.8 y.o
5.6 mil
39.9 %
2024
99.5 mil
33.9 y.o
8.6 mil
61.1 %
2034
105 mil
38 y.o
13.5 mil
96.7 %
2044
108 mil
39.9 y.o
17.5 mil
128.1 %
2049
108.7 mil
40.5 y.o
19.5 mil
140.8 %
Source: Ministry of Planning and Investment General Statistic Office based on Vietnam census
(*) number of people aged 65 over per 100 youths under age 15
20
GROWTH IMPACT TO YOUR BRAND AND BUSINESS
NOW
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
TEEN &
YOUNG ADULT
•
•
•
•
•
Soft Drink
Energy Drink
Snack
Toys and Games
Education Services
FUTURE
SENIOR
PEOPLE
PRODUCT FOR
ADULT
•
•
•
•
•
•
•
Adult Milk
Adult Diapers
Sensitive Toothpaste
Nutritional Supplements
Diabetic Foods/ Drinks
Medical Insurance
Leisure Travel
21
HELP AGING CONSUMERS THROUGHOUT THEIR
SHOPPING JOURNEY
Lighter aluminum
shopping carts
Lowered shelves
Slower escalators
Enlarged
price tags
Widened aisles
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Better lighting
Dedicated
payment lanes
Magnifying
glass on
shelves
Source: Nielsen Bag or Byte Report
WHEN IT COMES TO SPENDING DECISIONS,
WOMEN ARE IN CONTROL
90% of women believe
90 NUMBER OF WORKING WOMEN IS ON THE RISE
85
81,8
82,8
80,3
80
83,3
83,0
83,5
79,5
77,0
75
67,8
70
65,5
63,3
65
60
60,5
58,5
58,3
56,0
Across 95% of countries,
quality is the #1 driver of
brand loyalty.
50
Q2
2011
When it comes to life’s
decisions, women want
to share responsibility.
63,3
55
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
their role is changing for
the better.
Q3
0211
Q4
2011
Q1
2012
MALE
Q2
2012
Q3
2012
Q4
2012
Q1
2013
FEMALE
Social media has
VIETNAM
Source: Personal Finance Monitor Q1 2013, Nielsen Women of Tomorrow Study 2011
become an indispensable
tool.
23
WOMEN ARE THE SAME, YET DIFFERENT
Opportunity to win not just her wallet but mind and heart
DAUGHTERS
AV. AGE = 30
Most impulsive
OPTIMISTIC
MOTHERS
UNCERTAIN
MOTHERS
AV. AGE = 47
AV. AGE = 47
More shopping ahead
Good value conscious
GRANDMOTHERS
AV. AGE = 67
Most habitual shopper
• Store decisions are important • Usually plans her shopping list
• While she checks prices, quality of products drives loyalty
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Heavier media user
Enjoys ads
Heavy on texting/email
WOM important
She watches TV and listens to the radio on a regular basis
CONNECT
Source: Nielsen Women of Tomorrow Study 2011
• need to stay connected • information seekers • aspirational • optimistic
• holds multiple roles • burdened • empowered
24
FOCUS ON MEETING WOMEN’S NEEDS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
•
•
•
•
Au Co Accounts/ Deposits
Ladies First Credit Card
Women SME Service Package
8th March Branch – Women Banking
• Designed specifically for modern women
• Calcium volume is 4 times natural milk
• Spa, facial treatment
• Yoga, Pilates, Aerobic, Zumba, Sexy
dance, Boxing, K-POP
• Exclusively for women with 6 branches
nationwide
25
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
WHAT
CONCERNS MATTER
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
WHAT ARE THEIR CONCERNS?
Health & Nutrition
In-home Enjoyment
Upgrading for
value continues
27
HEALTH IS AMONG CONSUMERS’ TOP CONCERNS
Consumers’ biggest concerns – Q2’13
Total health spending per capita – USD
200
180
19%
Economy
160
140
Indonesia
120
Myanmar
100
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
19%
Job Security
Philippines
80
Thailand
60
Vietnam
40
20
11%
Health
0
1995 1997 1999 2001 2003 2005 2007 2009
Source: Nielsen Consumer Confidence Report Q2-2013
Source: World Health Organization
28
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
NUTRITIONAL BALANCE IS CONSIDERED ESSENTIAL
FOR GOOD HEALTH
Eat/ drink in moderation
78%
Eat fresh/ natural food
47%
Physical exercise
46%
Consider the meal’s nutrition
41%
Keep mind relaxed
35%
Q20. Current and plan-to-do solutions (All respondents n=700)
29
DAIRY & JUICES ARE REGULARLY CONSUMED
Future opportunity for more advanced nutritional products
TOP ‘HEALTHY’ FOOD CONSUMED REGULARLY
VOLUME GROWTH – MAT JUN’13 VS. YA
DRINKING
YOGHURT
+27%
FRUIT JUICES 46%
SOY MILK 44%
LIQUID MILK
+22%
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
BEANS/ PEANUTS 37%
CHOLESTEROL-REDUCED COOKING OIL 35%
LIQUID MILK 31%
SOYA MILK
+17%
YOGURT 18%
Source:
Nielsen Global Survey of Food Labeling Trends Jan’12
Nielsen Retail Audit data
30
COMMUNICATING SUFFICIENT NUTRITIONAL
INGREDIENTS TO ACHIEVE BRAND SALIENCE…
Key factors considered when purchasing healthy/ nutritional food (%)
8
8
36
23
Affordable
Approved by health
professionals
25
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Sufficient nutritional
ingredients
Reduced risk of disease
“
I always buy products from popular brands and
having nice packaging, with health certification
“
My criteria: sufficient nutritional ingredients
(changing dishes everyday to ensure enough nutrition
for family)
(Youth, HN)
Source:
(Mum with children, HCM/HN)
”
Q23. Key factors considered when purchasing healthy/ nutritional food (All respondents n=700)
Nielsen H&N Qualitative Study Q1’13
”
31
NUTRITIONAL FACT LABELS: HOW TO ENSURE
PRODUCT QUALITY?
How often do you read it?
Nutrition
Facts Label
64%
Always/ Most of the time
How much do you understand?
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
67%
All/ Most
Do you believe it?
52%
27%
25%
68%
INDIA
THAILAND
CHINA
All/ Most
Q29/ 30/ 31. Packaging of products: Nutrition in formation/ supplement facts (All respondents n=700)
Source: Nielsen Global Survey of Food Labeling Trends Jan’12
32
OUT-OF HOME ENTERTAINMENT IS ON THE TOP OF
THE LIST OF SPENDING CUTS
67
Cut down on out-of-home entertainment
65
Spend less on new clothes
63
Try to save on gas and electricity
49
Delay upgrading technology, eg. PC, Mobile etc
46
Cut out annual vacation
Delay the replacement of major household items
44
Cut down on telephone expenses
44
41
Cut down on take-away meals
29
Cut down on holidays/short breaks
22
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Use my car less often
21
Switch to cheaper grocery brands
19
Cut down on or buy cheaper brands of alcohol
18
Cut down on smoking
15
Cut down on at-home entertainment
11
Look for better deals on home loans, insurance, credit…
I have taken other actions not listed above
Base : All respondents n=500
Source: Nielsen Global CCI Report Q2-2013
%
1
33
FROM OUT-OF-HOME TO IN-HOME ENTERTAINMENT
BEVERAGE CHANNELS
BEVERAGE PACKAGE
ON PREMISE
+8%
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
OFF PREMISE
+18%
PLASTIC BOTTLE
MULTI SERVE
12% share, +24%
AT HOME ENJOYMENT IS INCREASING!!
Source: Nielsen Retail Audit Data Sep 13
34
MORE COMMUNICATION ON IN-HOME ENJOYMENT
Rejoice: Bring spa to home
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Maggi: Thơm ngon sáng bóng như nhà hàng
35
MORE VALUES IN 1 PRODUCT
Yoghurt with collagen
Beverage with Vitamins
Nutritional Beverage
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Foundation + Moisturizer
36
UPGRADING TO PREMIUM CONTINUES
Volume % share of premium segment (Ave price index >120)
50,0
45,0
MAT LY
MAT TY
40,0
35,0
30,0
25,0
20,0
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
15,0
10,0
5,0
0,0
Source: Nielsen Retail Audit Data Sep 13
37
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
HOW
TOUCH POINTS
MATTER
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
HOW DO WE REACH THEM?
TELEVISION
ONLINE
MOBILE
Most effective channel
influencing consumers’
decision
Widely spreads in Asia
as well as in Vietnam
Embracing as new
channel
39
ADVERTISING CONTINUES TO INFLUENCE DECISIONS
COMMERCIALS WILL INCREASE MY BRAND PREFERENCE
SEEN ADVERTISING ON MEDIA CHANNELS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
% of respondents who strongly/ somewhat agree
MOST POPULAR CHANNELS
58%
Television
96
Outdoor advertising
74
News/ Magazine
49
Advertising at bus station
38
LCD screen at building, office
15
Bus LCD screen
14
LCD screen at coffee shop
11
FREQUENCY
36%
Source: Nielsen Global Survey of Consumer Shopping Behaviour Q3 2012;
Nielsen Personal Finance Monitor Q1 2013; Omnibus 2012
Everyday
67%
More than once a day
33%
31%
40
‘DIGITAL’ IS WIDELY PERVASIVE IN VIETNAM
Vietnam
Malaysia
No. of cellphones (per 100 people)
Thailand
Indonesia
SMARTPHONE USAGE
2011
2012
18%
30%
Philippines
INTERNET USAGE
3G
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
1990 1991 1992 1993 1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
MULTI SCREENS DISPLAY
Connected with: Phone + TV+
Internet (46% smartphone
users and 43% Ipad users also
use them when watching TV)
Faster Information. Better
Entertainment
ONLINE ADVERTISING
Time on internet: > 16h/week
Viral Marketing is engaging with
consumers and make them talk…
about your brands… for free!
Build brand acceptability
Source: Nielsen Smartphone Insights 2012; Nielsen Omnibus May 2013; Nielsen Business Barometer 2012
66% accessed
internet in P6M
INVESTMENT IN INTERNET
An increasing investment
towards internet … 16% in
2012 vs. 5% in 2011
41
ONLINE PURCHASING IS NOT COMMON YET, BUT
ONLINE BEHAVIORS PROMISES POTENTIALITY
Conduct research online (for example,
checked price, read a consumer review,)
70
Look up product information online
36
42
59
37
45
Compare prices for a grocery product
online
59
35
50
53
Look for deals online
49
Look for coupons from an online coupon
site
48
Purchase a product online
47
30
15
18
15
44
44
19
26
40
49
16
36
37
Daily
Base : All respondents n=506
Source: Nielsen Global Digital Shopping Report Q12012
14
44
Read a grocery retailer's circular/flyer
online
Browse a manufacturer's website for a
grocery category
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
51
72
15
44
Weekly
Monthly
Thinking about Household Grocery Shopping, which of the following
activities have you done in the last month on Any Online Connected
Device?
42
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
PURCHASE INTENT REMAINS DIVERSIFIED ACROSS
CONNECTED DEVICES
Apparel / Accessory / Shoes / Jewelry
47%
Household Appliance
47%
Mobile Phone (Included accessory)
43%
Food & Beverage
39%
Travel Service Reservation
36%
Entertainment Tickets
36%
What categories of products do you plan to purchase on Any Connected
Device in the next 3 to 6 months?
Base : All respondents n=506
Source: Nielsen Global Digital Shopping Report Q12012
43
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
RETAILERS REJOICE AS STORE HOURS NO LONGER
DICTATE SHOPPING HOURS
NOW
FUTURE
Which store are you hitting?
Which website, app?
From consumer to shopper when
you enter the store
Cash or credit?
Source: Nielsen Bag or Byte Report
What did the online review say?
Paypal, credit, e-wallet?
44
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
THE ASIAN MOBILE CONSUMER
MALAYSIANS ARE THE
HEAVIEST USERS OF
MOST OF VIETNAMESE
BUY THEIR MOBILE
PHONES FROM
79%
SOCIAL MEDIA &
WEB BROWSING
ON THEIR PHONES
VIETNAMESE WATCH
MOBILE VIDEOS
USING AN APP
4 OUT OF 10
INDONESIANS BUY THEIR
PHONES ONLINE
$$
MALAYSIA AND
SINGAPORE ARE
BIG ON APPS
7 OUT OF 10
1 OF 3
IN MALAYSIA
AND SINGAPORE
7 OUT OF 10
SINGAPOREANS RECEIVE
MOBILE ADS AT LEAST
ONCE A DAY
MAJORITY IN SINGAPORE,
MALAYSIA AND VIETNAM
BROWSE
THE WEB
ON THEIR MOBILE PHONES
Source: Nielsen Global Report
MALAYSIAN BUY MOBILE
DEVICES THAT OFFER
SINGAPOREANS ACCESS
THEIR EMAILS ON THEIR
MOBILE DEVICES
CONSUMERS IN VIETNAM
SELECT MOBILE DEVICES
THAT GIVE THEM
GOOD VALUE
FOR MONEY
MORE STREAM ONLINE MUSIC
THAN SHOP ON THEIR
MOBILE PHONES SHOPPING
HAS ROOM TO GROW ACROSS
ALL SEA
COUNTRIES
MAJOR
ELECTRONIC
STORES
BANK ON THEIR PHONES
1 of 3
IN VIETNAM, INDONESIA
AND THE PHILIPPINES
NEVER LOOK AT
MOBILE ADS
EASE OF USE &
RELIABILITY
WIDE CHOICE OF
APPLICATIONS
INDONESIAN
CONSUMERS GO FOR
INNOVATIVE
FEATURES &
STYLISH DESIGNS
MAJORITY IN INDONESIA,
VIETNAM AND
THE PHILIPPINES PREFER
PRE-PAID SERVICE
ARE IMPORTANT TO
CONSUMERS IN
THE PHILLIPINES
TO
FIXED CONTRACTS
45
MOBILE SHOPPING IS FAST-SHAPING RETAIL ASIA
83
%
mobile
penetration in
Asia
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
SHOP
SHARE
SEARCH
Source of support
before and during
shopping trip
Source: Nielsen Research
46
MANUFACTURERS AND RETAILERS ARE EMBRACING
MOBILE AS A NEW CHANNEL
ENGAGE
WITH CONSUMERS
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
ENHANCE
SHOPPING
EXPERIENCE
DRIVE
INCREMENTAL
SALES
Source: Nielsen Global Report
7-ELEVEN has begun testing
NFC enabled kiosks at the store
entrance, so that users can
download coupons before
shopping.
TESCO catalogue accessed by
Smartphone users via QR code
scans.
STARBUCKS has made a highprofile decision to push the new
mobile payments firm Square
47
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
MOBILE TECH BRINGS BIG RETAIL BRANDS TO
RURAL INDIA
1. Sales staff visits shop
owner
2. Presents Product
Range
3. Takes order and
messages via mobile app
4. Orders sent as
mobile phone
messages appear in a
central server
5. Orders are lodged by
rural retail customers
6. Consignments are
packed into a small
goods truck and driven
to village stores
Source: Nielsen Global Report
48
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
A FINAL THOUGHT
WHO
WHAT
- MIDDLE CLASS
- AGING POPULATION
- ROLE OF WOMEN
- HEALTH & NUTRITION
- AT-HOME ENJOYMENT
- MORE IN ONE
HOW
- TELEVISION
- INTERNET
- PHONE
GROWTH
THANK YOU