Development plan of social media service for oh yeah 2012 2015

16 3.2 COMPANY DEVELOPMENT ORIENTATION IN OBJECTION TO THE CONSUMER HABIT AND DIGITAL MARKETING ADVERTISING IN VIET NAM .... On the way of reaching these goals, an overview about the ma

MBMM5 – NGUYEN THITHANH HA– 2012

NGUYEN THI THANH HA

DEPLOYMENT PLAN OF SOCIAL MEDIA SERVICE

FOR OH YEAH 2012 – 2015

MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Associate Professor Dr HA NAM KHANH GIAO

Ho Chi Minh City (2012)

MBMM5

I undertake that this is the project of my own Figures and result which are mentioned in this project are righteous

Project Author

ACKNOWLEDGEMENTS

Firstly, I would like to thank my tutor, Associate Professor Dr.Hà Nam KhánhGiao forthe support and advice, continuous guidance, has kept me carrying out my thesis Without such guidance and assistance, I could not have finished my thesis on time

I would like to express my deep gratefulness to all Professors of Solvay Business School who directly conducted this program to us This course gave me a lot of useful knowledge about Marketing and Business Management that would help me to keep always on the right track of my professional work in the future

My uttermost thanks go to my study group in MBMM5 class, whom I could get endless experience and mental support; also to my family, colleagues and friends, who listened to

my ideas and encouraged me in completing this thesis

TUTOR’S COMMENTS

Author has a quite clear objective for this final project, a logical review of theory linking to

a concrete practice action plan The thesis follows a good structure, from the approach of problem to solutions with reliable statistic from reputation sources I highly appreciate author in the way of using Methodology of collecting data and making a proper analysis about a new emerging part of advertising- digital advertising Capability of applying suggested business plan in practice business is high

In general, this thesis meets the requirement for a final project of MBMM program I hereby propose this thesis to be presented to the jury’s board

Associate Professor,Dr HÀ NAM KhánhGiao

TABLE OF CONTENT

EXECUTIVE SUMMARY  1 

Chapter 1   INTRODUCTION  2 

1.1  Rationale of the study  2 

1.1.1  Industry’s Background:  2 

1.1.2  Company Overview:  2 

1.1.3  Problem statement:  2 

1.2 Objective of the study  3 

1.3 Scope and limitations  3 

1.4  Methodology  3 

1.4.1  Data collecting:  3 

1.4.2  Data analysis:  3 

Chapter 2   LITERATURE REVIEW  5 

2.1  SEGMENTATION TARGETING AND POSITIONING  5 

2.1.1  Segmentation:  5 

2.1.2  Targeting:  5 

2.1.3  Positioning:  5 

2.2  FUNDAMENTAL OF DIGITAL MARKETING – SOCIAL MEDIA MARKETING  7 

2.2.1  Digital marketing  7 

2.2.2  Social media marketing  9 

2.3  BASIC STRUCTURE OF A BUSINESS PLAN   11 

2.3.1  Executive Summary   11 

2.3.2  General Company Description   11 

2.3.3  Products and Services   11 

2.3.4  Marketing plan  12 

2.3.5  Market Opportunity analysis   12 

2.3.6  Operational plan   14 

2.3.7  Management and Organization   15 

2.3.8  Financial plan   15 

Chapter 3   INTRODUCTION TO “OHYEAH” COMPANY   16 

3.1  INTRODUCTION TO THE COMPANY   16 

3.2  COMPANY DEVELOPMENT ORIENTATION IN OBJECTION TO THE CONSUMER HABIT AND DIGITAL MARKETING ADVERTISING IN VIET NAM   17 

3.2.1  Customer habit to digital advertising:   17 

3.2.2  Expend in online advertising:   19 

Chapter 4   THE MARKET OPPORTUNITIES   20 

4.1  MARKET ENVIRONMENT ANALYSIS   20 

4.1.1  Macro environment   20 

4.1.2  Micro environment (Porter’s 5 Forces):   25 

4.2  CURRENT CHALLENGES TO THE DEVELOPMENT OF “OHYEAH”   27 

4.2.1  SWOT analysis   27 

4.2.2  Conclusion:   28 

Chapter 5   RECOMMENDATIONS TO THE DEPLOYMENT PLAN OF SOCIAL MEDIA MARKETING SERVICE OF “OHYEAH” COMPANY   29 

5.1  POSITIONING & TARGETING FOR THE BRAND “OHYEAH”   29 

5.1.1  Positioning   29 

5.1.2  Targeting:   29 

5.2  PRODUCT & SERVICE STRATEGY:   30 

5.3  PRICING STRATEGY   32 

5.4  SPECIFIC ACTION PLAN FOR 2012   33 

5.4.1  Marketing planning   33 

5.4.2  Sales Planning  34 

5.4.3  Hr Planning  36 

5.4.4  Technology Planning   37 

5.5  YEARLY OPERATION BUDGET   37 

5.6  CONCLUSION   39 

REFERENCE LIST   40 

1.  Websites:   40 

2.  Books & e-books:   41 

APPENDIX   40 

1.  List of top 30 advertising agencies in HCMC:   42 

2.  Type of digital marketing:   45 

LIST OF TABLES, CHARTS AND FIGURES

Table 2.1: Comparison between Traditional media vs Social media 10 

Chart 3.1: Influence of website advertising on SEA consumers/ Việt Nam 18 

Chart 3.2: Have you ever 'liked' or followed any brand, company or celebrity on a social networking site? 18 

Chart 4.3: Website used for connecting to Social Networks 23 

Chart 4.4: Attitudes towards Social Connection 23 

Figure 5.1 Cost to client rule 33 

Table 5.1: Marketing roadmap for Ohyeah 2012 34 

Figure 5.1: Yearly sales forecast 2012 35 

Table 5.2: List of prospect 35 

Figure 5.2: Number of headcount planned year 2012: 36 

Figure 5.3: estimated salary for headcount planned 2012: 37 

Figure 5.4:Four year profit projection 38 

EXECUTIVE SUMMARY

Ohyeah -A start-up digital advertising agency, aims of making a hit to the local advertising market by developing and deploying a new service to the market, providing from small part to full service for a digital marketing campaign with optimal price and a commitment

of a perfection in service to big full service adverting agencies is its main goal and sharping a new way of doing marketing for brands is the another goals it will be reached

On the way of reaching these goals, an overview about the market to be presented, includes: definition of digital marketing, social media marketing in the era of marketing 3.0 and how to do advertising based on social media, the development of internet; habit of using internet and how online advertising influence people in Asia and Viet Nam A quick look on the digital advertising market status (market share) in Viet Nam is also mentioned

A SWOT analysis is made of essential elements about the digital advertising industry, internet environment, competitors, for Ohyeahwill help build up a deployment plan for its development in next 3 years

The last part of this thesis will be a concrete action plan, include: positioning for the Ohyeah brand, Sales and Marketing plan, HR plan and also budget for carrying it out

Display advertising is the major format in Vietnam, accounting for about 75% of

advertising revenue The share of rich media is at about 15% and has nearly doubled between 2008 and 2009

75% of online advertising inventory is sold at fixed costs 20% are sold using CPM (cost per impression) and 4% CPC (cost per click) CPM and CPC models have only gained

slightly in importance over the last year (Source: Cimigo market research 2010)

1.1.2 Company Overview:

Established at the end of 2011, with a capital of one billion VND, as a committed, passionate, creative, accountable and results-oriented team of experts gathering the most

accurate and advanced knowledge of the local market and its technologies, Ohyeahwill be

one of the leaders of the full digital marketing advertising industry in next 3 years

1.1.3 Problem statement:

As the non-stop expand of social networks and a new way of doing marketing of international brands– the digital marketing, Viet Nam also catches up very fast to be on track of this trend There is a perspective for SMEs in Viet Nam to develop “Social media

marketing” advertising service as a core business.Ohyeah – a start-up company intends to

develop its business in this field and wants to take-off fast in this industry

A strategic plan to deploy a new service to the market in order to meet the demand of the crowded digital marketing advertising market as well as to achieve the mission of being one of the leaders of the digital marketing advertising industry is requiring a full understanding about digital marketing, social marketing and its trend in the development of digital marketing advertising in Viet Nam

1.2 Objective of the study

The objective of this study is to develop a deployment plan to provide a road map and

specific guidelines for Ohyeahto achieve its business development goals in deploying its

new service in Hochiminh city in the next five years

1.3 Scope and limitations

Having 3 months of carrying out this project, I choose Ho Chi Minh City as my main object for studying

Limitation: which a short time for researching, the project just focus on the current market

of digital marketing, an overview from marketer perspective and from the agency perspective

Give some recommendations for an agency intends to expand its business in this field

1.4 Methodology

1.4.1 Data collecting:

The study is based on both types of data namely primary and secondary data

Primary data: In-depth interviews with the Digital Manager – Ms.PhạmThị Thu Trang,

the Sales Manager – Mr Justin Limon; other functional Managers of Ohyeah and some professional in Market Research field in order to obtain information on the firm’s current situation and their assessment about the current advertising industry’s environment

Secondary data: Data was collected from industry analysis reports, database from market

researches in digital marketing advertising market, newspapers, government offices, internet, etc…

1.4.2 Data analysis:

Once the data has been collected, the researcher has used an inductive pattern to analyse the data collected by means of primary and secondary sources

The data analysis basically consisted of the following components:

The first component relates to the macroeconomic environment in the development of internet in Viet Nam and advertising industry It is necessary for the proper understanding

of the growth and development of the advertising industry as well as internet service development in Viet Nam to plan for Ohyeah

The second component covers an in-depth internal analysis of the company, then drawing out SWOT for the company itself

Chapter 2 LITERATURE REVIEW

2.1 SEGMENTATION TARGETING AND POSITIONING

2.1.3 Positioning:

Positioning is a concept in marketing which was first introduced by Jack Trout ("Industrial Marketing" Magazine- June/1969) and then popularized by Al Ries and Jack Trout in their bestseller book "Positioning - The Battle for Your Mind." (McGraw-Hill 1981)

This differs slightly from the context in which the term was first published in 1969 by Jack Trout in the paper "Positioning" is a game people play in today’s me-too market place" in the publication Industrial Marketing, in which the case is made that the typical consumer is overwhelmed with unwanted advertising, and has a natural tendency to discard all information that does not immediately find a comfortable (and empty) slot in the consumer’s mind It was then expanded into their ground-breaking first book, "Positioning: The Battle for Your Mind," in which they define Positioning as "an organized system for finding a window in the mind It’s based on the concept that, communication can only take place at the right time and under the right circumstances" (p 19 of 2001 paperback edition)

What most will agree on is that Positioning is something (perception) that happens in the minds of the target market It is the aggregate perception the market has of a particular company, product or service in relation to their perceptions of the competitors in the same category It will happen whether or not a company's management is proactive, reactive or passive about the on-going process of evolving a position But a company can positively influence the perceptions through enlightened strategic actions

Positioning is defined as the way by which the marketers create impression in the

customers mind.(Source:http://en.wikipedia.org/wiki/Positioning_%28marketing%29)

Another approach from Pf Christian Bluemelhuber about positioning is: a technique in which marketers try to create associations for a product, brand or company This is the place a brand occupies in a given market as perceived by the target market A brand’s position is how potential buyers see the brand

Chart 2.1: classical positioning

Chart 2.2: Active positioning

(Source: CREATING & MANAGING BRANDS- Christian Bluemelhuber, Page 16)

Pri

ce 

Co nv en ie nc

Life style  Technical quality 

Either the positioning for a product/ service based on price and technical quality or based

on the convenience and life style, that the way to define a personality of a product/ service

A typical example for this new concept is the positioning for mp3 music player Walkman from Sony and an Ipod Consumers know that if they want to buy an efficiency product and at optimal price for just satisfying their need of listening to music, they will choose a Walkman; if they want to show off their personality, trendy style, they will choose an Ipod When positioning for a brand, there are 3 questions need to be asked:

- FOR: frame of reference: what is the industry we are in, which market I am in? Which style ? What are the substitutes?

- POP: point of parity: what is a MUST BE DIMENSION to fulfil to be accepted?

- POD: point of difference: what is your difference? Not QUALITY, customer would never buy a low quality product

Which those new approaches about positioning definition, marketers and advertising agencies have a better vision in creating in mind of customer a position- a specific personality for a product or service when it’s released on the market

2.2 FUNDAMENTAL OF DIGITAL MARKETING – SOCIAL MEDIA

MARKETING

2.2.1 Digital marketing

Digital Marketing is a sub branch of traditional Marketing and uses modern digital channels for the placement of products e.g downloadable music, and primarily for communicating with stakeholders e.g customers and investors about brand, products and business progress.Digital Marketing is about 2 things - access to your products and communication, basically including the below services:1

Online

Marketing

Mobile Marketing

Radio Marketing

- Mobile Apps

- App advertising

- Interviews

and content delivered via electronic devices

- Digital billboards

Another approach of digital marketing is: “Digital Marketing is the use of Internet as a

medium for marketing and communication”- Asia Digital Marketing Association

Two different forms of digital marketing exist: 2

- Pull digital marketing in which the consumer must actively seek the marketing content, often via web searches, and push digital marketing where the marketer sends the content to the consumer, as in email Websites, blogs and streaming media (audio and video) are examples of pull digital marketing In each of these users have to link to the website to view the content Only current web browser technology is required to maintain static content However, additional internet marketing technologies (search engine optimization) may be required to attract the desired consumer demographic

2

http://en.wikipedia.org/wiki/Digital_marketing 

- Push digital marketing technologies involve both the marketer as well as the recipients Email, text messaging and web feeds are examples of push digital marketing

In each of these, the marketer has to send the messages to the subscribers In the case of web feeds, content is pulled on a periodic basis (polling), thus simulating a push Push technologies can deliver content immediately as it becomes available and is better targeted to its consumer demographic, although audiences are often smaller, and the cost for creation and distribution is higher

2.2.2 Social media marketing

Blogs, wikis, social bookmarks, social networks, tag clouds – new words for new things, and new ways to use words You may be living in the world of social media, but to many it’s a jumbled jungle with no clear structure

The many facets of social media are also called Web 2.0, consumer generated media, citizen media and new media In fact, comparing social media to traditional media is probably the most useful way of defining what exactly this means

Most simply put, social media are media (from written to visual to audio to audio visual) that are designed to be shared Sharing means that it is easy to comment on, that it is easy

to send, and that there are no high costs associated with viewing the media And, because

of the connected nature of the Internet, it means that sharing; commenting and viewing can all be tracked and measured

(Source: Google image- social media)

The Internet, and the software developed to run on it, has made it simple for anyone to

publish and distribute It has also made it simple for anyone to access the content that has been published

The realm of social media is about collaboration, users generating content, sharing and, most of all, it is about connecting

(Source: Google image- social media)

Table 2.1: Comparison between Traditional media vs Social media

Commentary limited and not real-time Unlimited real-time commentary

Limited, time-delayed bestseller lists Instant popularity gauge

Archives poorly accessible Archives accessible

Sharing not encouraged Sharing and participation encouraged

Control Freedom

(Source: Quirk-emarketingebook, Social media Introduction, page 124)

Basically, social media is contents creating and sharing on internet, contents here can be idea; knowledge, news illustrating under text, photo, video… all can be transferred from blog to blog or personal page to personal page or from online newspapers to personal page which creates three main benefits to a brand: Improving Positive Sentiment; Impacting Sales; Managing Crisis

2.3 BASIC STRUCTURE OF A BUSINESS PLAN

2.3.1 Executive Summary

An Explanation of the fundamentals of the proposed business: What will your product be? Who will your customers be? Who are the owners? What do you think the future holds for your business and your industry?

2.3.2 General Company Description

Mission Statement: Many companies have a brief mission statement, usually in 30 words

or fewer, explaining their reason for being and their guiding principles If you want to draft

a mission statement, this is a good place to put it in the plan, followed by:

Company Goals and Objectives: Goals are destinations—where you want your business to

be Objectives are progress markers along the way to goal achievement For example, a goal might be to have a healthy, successful company that is a leader in customer service and that has a loyal customer following Objectives might be annual sales targets and some specific measures of customer satisfaction

Business Philosophy: What is important to you in business? To whom will you market your products? (State it briefly here—you will do a more thorough explanation in the

Marketing Plan section) Describe yourindustry Is it a growth industry? What changes do

you foresee in the industry, short term and long term? How will your company be poised to take advantage of them?

2.3.3 Products and Services

Describe in depth your products or services (technical specifications, drawings, photos,

sales brochures, and other bulky items belong in Appendices) What factors will give you

competitive advantages or disadvantages? Examples include level of quality or unique or proprietary features What are the pricing, fee, or leasing structures of your products or services?

2.3.5 Market Opportunity analysis

Economics

Facts about your industry:

 What is the total size of your market?

 What percent share of the market will you have? (This is important only if you think you will be a major factor in the market.)

 Current demand in target market

 Trends in target market—growth trends, trends in consumer preferences, and trends

in product development

 Growth potential and opportunity for a business of your size

Product

In the Products and Services section, you described your products and services as you see

them Now describe them from your customers’ point of view

Features and Benefits; List all of your major products or services

How will you get the word out to customers?

Advertising: What media, why, and how often? Why this mix and not some other?

Have you identified low-cost methods to get the most out of your promotional budget? Pricing

Explain your method or methods of setting prices For most small businesses, having the lowest price is not a good policy It robs you of needed profit margin; customers may not care as much about price as you think; and large competitors can underprice you anyway Usually you will do better to have average prices and compete on quality and service Does your pricing strategy fit with what was revealed in your competitive analysis? What will be your customer service and credit policies?

Sales Forecast

Now that you have described your products, services, customers, markets, and marketing plans in detail, it’s time to attach some numbers to your plan Use a sales forecast

spreadsheet to prepare a month-by-month projection The forecast should be based on your historical sales, the marketing strategies that you have just described your market research, and industry data, if available

2.3.6 Operational plan

Explain the daily operation of the business, its location, equipment, people, processes, and surrounding environment

Production

How and where are your products or services produced?

Explain your methods of:

 Production techniques and costs

 Training methods and requirements

 For certain functions; will you use contract workers in addition to employees? Suppliers

Identify key suppliers:

 Type and amount of inventory furnished

 Credit and delivery policies

 History and reliability

Should you have more than one supplier for critical items (as a backup)?

Do you expect shortages or short-term delivery problems?

Are supply costs steady or fluctuating? If fluctuating, how would you deal with changing costs?

2.3.7 Management and Organization

Who will manage the business on a day-to-day basis? What experience does that person bring to the business? What special or distinctive competencies? Is there a plan for continuation of the business if this person is lost or incapacitated? If you’ll have more than

10 employees, create an organizational chart showing the management hierarchy and who

is responsible for key functions Include position descriptions for key employees If you are seeking loans or investors, include resumes of owners and key employees

2.3.8 Financial plan

The financial plan consists of a 12-month profit and loss projection, a four-year profit and loss projection (optional), a cash-flow projection, a projected balance sheet, and a break-even calculation Together they constitute a reasonable estimate of your company's financial future More important, the process of thinking through the financial plan will improve your insight into the inner financial workings of your company

Four-Year Profit Projection (Optional)

The 12-month projection is the heart of your financial plan The Four-Year Profit projection is for those who want to carry their forecasts beyond the first year

(Source: Business plan for SME, www.scrore.org)

Chapter 3 INTRODUCTION TO “OHYEAH” COMPANY

3.1 INTRODUCTION TO THE COMPANY

Established in June 2011,a small company with capital of 1 billion VND and a passionate team tends to get the most accurate and advanced knowledge of the local market and its technologies to carry out their mission that is building Ohyeah asbe one of the leaders of the online marketing advertising industry in the next three years That big objective will

be transferred to concrete plan for each year in order to make sure that it reached

Plan of the first year will be:

o Build a strong organization focusing on operation and sales teams

o Build brand as a strong outsourcing partner of big full service advertising agencies

o Leverage the relationship with big local publishers (VNG, NCT, VN express) and some international partners about social media measuring tool (Hootsuite; Social Bakers)

o Complete the corporate identity, sales kits

Plan of the second year will be:

o Continue focusing on other big full service advertising agencies worldwide (whose has office in Viet Nam and serving to international brands) as the main client source

o Start serving direct customers (local and international brands), reach 30% of total revenue

Plan of the third and fourth year will be:

o Provide full services of social media marketing to both big full services agencies and direct customers

o Expand the business by adding a new service to portfolio: video production

o Open another office in Ha Noi to serve nationwide clients

3.2 COMPANY DEVELOPMENT ORIENTATION IN OBJECTION TO THE

CONSUMER HABIT AND DIGITAL MARKETING ADVERTISING IN VIET NAM

3.2.1 Customer habit to digital advertising:

According to a recent worldwide survey by leading global information and measurement company – The Nielsen, Consumers in Southeast Asia (SEA) are highly influenced by online advertising, particularly if the content is specifically targeted, or if their friends have also engaged with the product or brand, survey done in Aug, 2011 Findings from the study reveal that close to three quarters (73%) of SEA consumers are

‘highly’ or ‘somewhat’ influenced by standard website advertisements on social media sites, with this number increasing to 80% if the advertisement has social context which shows which of their friends have liked or followed the advertised brand (see chart 1)

“As social media increasingly becomes a mainstream activity throughout the region,

brands have been quick to ‘get on board’ with the practice of better understanding and connecting with their consumers when it comes to their advertising strategies, engagement and conversion.” states Nielsen’s APMEA Region Managing Director of

Advertising Solutions, David Webb The Nielsen report found that 69 percent of SEA consumers have ‘liked’ or followed a brand or company, significantly higher than the global average of 52 percent and higher again in countries such as Vietnam (79%) and Philippines (75%), (see chart 2) Further, consumer generated media (consumer opinions posted online) is now one of the most trusted forms of media among Southeast Asian digital consumers Overall, 54% completely or somewhat trust consumer opinion posted online

David Webb also says “As local consumers increase in their experience of using the

internet, and their levels of confidence and sophistication, so too do they value and trust online content as a source of information.”

Chart 3.1: Influence of website advertising on SEA consumers/ Việt Nam

Chart 3.2: Have you ever 'liked' or followed any brand, company or celebrity on a social networking site?

(Source: The Nielsen report, 2011)

3.2.2 Expend in online advertising:

Online advertising spent in Vietnam in 2009 was estimated to come to US$0.8 million

That number is expected to rise to $0.9 million in 2010 By 2012, online ad spend in Vietnam is expected to come to US$1.3 million (SOURCE: ZENITHOPTIMEDIA) Data

from the domestic market suggests online advertising spent in Vietnam could be much higher The size of the online ad market in Vietnam in 2009 reached US$15 million, a 71%

increase on 2008.(SOURCE: CIMIGO)

By 2012, online ads in Vietnam are expected to generate as much as VND600 billion (US$31.5 million) (SOURCE: MIC) Vietnamese trust search ads more than most – 62%

of online users in Vietnam showed the most trust in search engine advertising as a paid ad

channel in a global survey, more so than any other country in the world Equally, the Vietnamese trust online banner ads and online video ads more than anyone else too More

than three quarters (67%) of online Vietnamese in a global survey, showed the most trust

in banners as a paid ad channel while 63% felt the same about video ads, more so than any

other country (SOURCE: THE NIELSEN COMPANY)

The research statistic shows that digital marketing, especially social media marketing has

been developing in South East Asia in general and in Viet Nam in particular Going to

internet to search for information, read newspapers, the viewer would be affected by online

advertising banners; going to social networks to chat chit and talk to friends is becoming a

habit of people working with computers and internet That is a good environment for carrying out social media marketing campaign to promote for brands

Ohyeah is really on track of the digital marketing trend currently, it would be a good chance for Ohyeah to play different “games” on online environments, bringing brands to

online consumers through 360 degree digital advertising campaigns

Chapter 4 THE MARKET OPPORTUNITIES

4.1 MARKET ENVIRONMENT ANALYSIS

4.1.1 Macro environment

Political

Viet Nam – a socialist republic nation in the phase of renovation, the political environment

is quite stable for the development in general The government encourage to develop information technology inside the economy, that’s a good sign for people operating in digital sectors to seize their business and digital marketing is also could take advantage from that policy

Economic

Economy of Viet Nam is still considered “developing” with GDP is around 6% in 2011,

and inflation rate is +18% (Source: General statistic Office); besides the development of

basic sectors, the industry and services sectors got the highest ranking of development

(Source: Neilsen, Aug 2010, Vietnam Grocery Report Annual Update)

FMCG (fast moving consumer goods) is one of the basic sectors getting the highest income contributing to the economy This is also a good element contribute to the development of advertising industry

Social

In urban Vietnam, about 50% of the population has used the internet already Usage is higher in Hanoi and HCMC Two-thirds of internet users access the internet every day, with users spending about 2 hours and 20 minutes on the internet on weekdays, and slightly less on weekends The internet is usually accessed from home (75%) or work (28%) Compared to the overall population, internet users are significantly younger, more

likely to be male, and come from a higher socio-economic class Source: ADMA Yearbook

2010 6706366)

(http://www.slideshare.net/juanmarketing/adma-digital-marketing-yearbook-2010-Another research from FTA shows that “be ONLINE” is on top 3 of activities of people living in big cities in Viet Nam, especially young people in Ha Noi

Figure 4.1: Top activities & leisure of young people in big cities in Viet Nam

(Source: FTA- Vietrack Full report, April 2011, Market research Top line, Page 9)

The most important activity on the internet is information gathering More than 90% have used search sites and regularly read online news Entertainment (e.g listening to music,

watching movies, gaming) is another key field of activity 78% of internet users have listened to music and 47% have watched movies online Entertainment is far more important among younger people.About 70% of internet users have already used chatting and email sites 40-45% has used forums, blogs and social networks sites

Online shopping and auction sites are not used very frequently, but online shopping has seen a strong increase over the past years

Chart 4.1: Purpose of using internet:

Chart 4.2: Blogs & Social Networks Usage Frequency

Chart 4.3: Website used for connecting to Social Networks

Chart 4.4: Attitudes towards Social Connection

Technological

Internet penetration in Vietnam is similar to countries like China, Philippines and Thailand However, Vietnam has seen a more rapid growth of the internet over the last few years than most other countries in the region