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Tm Hiu Hnh Vi

Ngi Dng Vit Nam


29/06/2016
M Hnh & Hong t

Proprietary + Confidential

Ni Dung To m
1

Tm Hiu Hnh Vi Ca Khch Hng Vit Nam

Con ng Chuyn i

Tip Cn Ngi Dng Trong Tng Khonh Khc

Proprietary + Confidential

Tng quan v hnh vi ca khch hng


ti th trng Vit Nam

87% Ngi Vit s dng Internet hng ngy cho mc ch c nhn

Source: Consumer Barometer

n = 765

85% Ngi Vit Tm n Internet u Tin Khi Tm Kim Thng Tin

Source: Consumer Barometer

n = 765

Ngi dng Vit Nam s hu nhiu di ng hn my tnh .


36%

Malaysia
28%

Indonesia
21%

Hong Kong
Singapore

17%

India

17%
15%

South Korea
Vietnam

9%

China

9%
6%

Taiwan
-3%
-4%
-7%

U.K.
New Zealand

-12%

Germany

-12%

France

-15%

Nhiu PCs hn di ng

Australia

U.S.A.

Nhiu di ng hn PCs
Source: Consumer Barometer

Ti Vit Nam, ngi tiu dng dng in thoi cho nhiu hot ng khc nhau

Source: Consumer Barometer

Chng ta ang sng online (thng qua smartphone)

Ngi Vit Lm G Khi Online Qua in Thoi?

69

% s dng cng c tm

20% kim tra email

21

kim,
% tm kim thng
tin v sn phm h quan tm

37% chi game

77% xem video online

Cc Knh Sn Phm a Dng Ca Google Gip Nh Qung Co Tip Cn Khch Hng


Qua Nhiu Cng Khc Nhau
Source: Consumer Barometer

n = 765

52% Ngi Vit Xem Video Hng Ngy

Youtube L Knh Rt Hiu Qu Khng Th


Thiu Tip Cn Ngi Dng Vit Nam

Source: Consumer Barometer

n = 765

Customer Funnel

Con ng Chuyn i

Con ng Chuyn i Ca Khch Hng

n Tng u Tin

n tng u tin v sn
phm
nh hng ca qung co

Tm Hiu

Nghin cu online/offline
Nghin cu online trc khi
mua hng
Thng tin v ca hng

Mua Hng

Ni mua hng
Thit b dng mua hng

Sau Mua Hng

Hnh ng sau mua hng


Ti mua hng

Con ng Chuyn i Ca Khch Hng

n Tng u Tin

n tng u tin v sn
phm
nh hng ca qung co

Tm Hiu

Nghin cu online/offline
Nghin cu online trc khi
mua hng
Thng tin v ca hng

Mua Hng

Ni mua hng
Thit b dng mua hng

Sau Mua Hng

Hnh ng sau mua hng


Ti mua hng

Nghin cu trc mua hng v Qung co l l do ln th ba v th t khin khch hng bit


n sn phm, ch sau kinh nghim c v trao i vi ngi khc

Tm Kim

PlayStore

Youtube

GDN

c Bit Quan Trng Nu


Sn Phm Ca Bn L ng
Dng Di ng

m Bo Sn Phm Ca Bn Xut
Hin Bc Ny
Source: Consumer Barometer

n = 6515

Qung co Online vt cc phng tin truyn thng, k c TV tr thnh


knh qung co khin khch hng bit n sn phm nhiu nht

Tm Kim

Youtube

GDN

Source: Consumer Barometer

n = 6515

Google lun c gii php media-mix ph hp


Tao dng nhn thc

Tac ng n cn nhc
+ Retargeting
Audience
Targeting

y hanh ng
Brand and category keywords
Dynamic search ads

Trung thanh thng hiu


Own all branded keywords
Upsell with remarketing

Livestream
YT Masthead

Google + YT Search

Search Extensions

YT Channel + TrueView

Mobile Extensions

TrueView

Product listing ads

Remarketing
(Search, Display,
Video, Dynamic)

Contextual targeting
Rich Media Display
Engagement Ads
Search
+ Extensions

Click to Call/SMS
Location extensions

G+ Community
Social extensions

T-2

T-1

Product
info on
YouTube

Mobile App
Sitelinks to
G+ / YT pages
G+ Insights

Ti u ho vi Analytics

Social

T+1
Confidential + Proprietary

Con ng Chuyn i Ca Khch Hng

n Tng u Tin

n tng u tin v sn
phm
nh hng ca qung co

Tm Hiu

Nghin cu online/offline
Nghin cu online trc khi
mua hng
Thng tin v ca hng

Mua Hng

Ni mua hng
Thit b dng mua hng

Sau Mua Hng

Hnh ng sau mua hng


Ti mua hng

68% ngi Vit tm kim c online v offline. Nu bn b qua knh online, bn


s ch tip cn c nhng ngi ch tm kim offline (23%)

Tm Kim
m Bo Sn Phm Ca Bn Xut
Hin Ngay Khi c Tm Kim
Source: Consumer Barometer

n = 6515

71% ngi Vit s dng cng c tm kim tm hiu v sn phm trc khi
quyt nh mua hng

Tm Kim
m Bo Sn Phm Ca Bn Xut
Hin Ngay Khi c Tm Kim
Source: Consumer Barometer

n = 6515

Khch Hng Quan Tm n Thng Tin G V Ca Hng Offline Ca Bn?


m Bo Trang GMB Ca Bn C
Thng Tin y

66% - Gi c
52% - Kim tra xem c cn hng khng
50% - Khuyn mi, gim gi, coupon
33% - Hnh nh
31% - Thng tin lin lc
n = 2475

28% - Gi m ca

Google lun c gii php media-mix ph hp


Tao dng nhn thc

Tac ng n cn nhc
+ Retargeting
Audience
Targeting

y hanh ng
Brand and category keywords
Dynamic search ads

Trung thanh thng hiu


Own all branded keywords
Upsell with remarketing

Livestream
YT Masthead

Google + YT Search

Search Extensions

YT Channel + TrueView

Mobile Extensions

TrueView

Product listing ads

Remarketing
(Search, Display,
Video, Dynamic)

Contextual targeting
Rich Media Display
Engagement Ads
Search
+ Extensions

Click to Call/SMS
Location extensions

G+ Community
Social extensions

T-2

T-1

Product
info on
YouTube

Mobile App
Sitelinks to
G+ / YT pages
G+ Insights

Ti u ho vi Analytics

Social

T+1
Confidential + Proprietary

Con ng Chuyn i Ca Khch Hng

n Tng u Tin

n tng u tin v sn
phm
nh hng ca qung co

Tm Hiu

Nghin cu online/offline
Nghin cu online trc khi
mua hng
Thng tin v ca hng

Mua Hng

Ni mua hng
Thit b dng mua hng

Sau Mua Hng

Hnh ng sau mua hng


Ti mua hng

Mc d khch hng tm kim thng tin online nhiu trn thit b di ng,

68% khch vn n

ca hng mua hng trc tip v 18% khch hng mua hng online

Chuyn i xuyn thit b

68% ngi Vit vn mua hng

n = 6515

Bn cn nh?

ti ca hng

98% ngi Vit s dng in


thoi lt web v 55% s
dng thng xuyn

Ch y thng tin v
ca hng trn GMB
Source: Consumer Barometer

Trong s nhng ngi mua hng online, mc d khch hng s dng in thoi
tm kim nhiu, i a s - 71% thit b h dng mua hng vn l my tnh

Chuyn i xuyn thit b

71% ngi Vit vn mua hng


Bn cn nh?
98% ngi Vit s dng in
thoi lt web v 55% s
dng thng xuyn
n = 6515

online qua my tnh


ng ch da vo s liu chuyn i my tnh m gim
tp trung vo di ng v vic nghin cu trn di ng dn
n a s nhng chuyn i ny
Source: Consumer Barometer

Google lun c gii php media-mix ph hp


Tao dng nhn thc

Tac ng n cn nhc
+ Retargeting
Audience
Targeting

y hanh ng
Brand and category keywords
Dynamic search ads

Trung thanh thng hiu


Own all branded keywords
Upsell with remarketing

Livestream
YT Masthead

Google + YT Search

Search Extensions

YT Channel + TrueView

Mobile Extensions

TrueView

Product listing ads

Remarketing
(Search, Display,
Video, Dynamic)

Contextual targeting
Rich Media Display
Engagement Ads
Search
+ Extensions

Click to Call/SMS
Location extensions

G+ Community
Social extensions

T-2

T-1

Product
info on
YouTube

Mobile App
Sitelinks to
G+ / YT pages
G+ Insights

Ti u ho vi Analytics

Social

T+1
Confidential + Proprietary

Con ng Chuyn i Ca Khch Hng

n Tng u Tin

n tng u tin v sn
phm
nh hng ca qung co

Tm Hiu

Nghin cu online/offline
Nghin cu online trc khi
mua hng
Thng tin v ca hng

Mua Hng

Ni mua hng
Thit b dng mua hng

Sau Mua Hng

Hnh ng sau mua hng


Ti mua hng

28% khch hng s chia s v kinh nghim ca mnh trn trang x hi

m Bo Trang GMB
Ca Bn C Thng Tin
y

Ti u Ho Qung
Co V SEO Cho
Website

Source: Consumer Barometer

n = 6515

S Dng Thng Tin Ca Khch Hng Sau Khi Mua Hng Chm Sc Khch
Hng Tt Hn V Khuyn Khch Ti Mua Hng

Tn Dng Qung Co
Trn Gmail Tip
Cn Khch Hin Ti

Google lun c gii php media-mix ph hp


Tao dng nhn thc

Tac ng n cn nhc
+ Retargeting
Audience
Targeting

y hanh ng
Brand and category keywords
Dynamic search ads

Trung thanh thng hiu


Own all branded keywords
Upsell with remarketing

Livestream
YT Masthead

Google + YT Search

Search Extensions

YT Channel + TrueView

Mobile Extensions

TrueView

Product listing ads

Remarketing
(Search, Display,
Video, Dynamic)

Contextual targeting
Rich Media Display
Engagement Ads
Search
+ Extensions

Click to Call/SMS
Location extensions

G+ Community
Social extensions

T-2

T-1

Product
info on
YouTube

Mobile App
Sitelinks to
G+ / YT pages
G+ Insights

Ti u ho vi Analytics

Social

T+1
Confidential + Proprietary

Google lun c gii php media-mix ph hp


Tao dng nhn thc

Tac ng n cn nhc
+ Retargeting
Audience
Targeting

y hanh ng
Brand and category keywords
Dynamic search ads

Trung thanh thng hiu


Own all branded keywords
Upsell with remarketing

Livestream
YT Masthead

Google + YT Search

Search Extensions

YT Channel + TrueView

Mobile Extensions

TrueView

Product listing ads

Remarketing
(Search, Display,
Video, Dynamic)

Contextual targeting
Rich Media Display
Engagement Ads
Search
+ Extensions

Click to Call/SMS
Location extensions

G+ Community
Social extensions

T-2

T-1

Product
info on
YouTube

Mobile App
Sitelinks to
G+ / YT pages
G+ Insights

Ti u ho vi Analytics

Social

T+1
Confidential + Proprietary

TIP CN NGI DNG


TRONG TNG KHONH KHC

Ngi dng Vit Nam s hu nhiu di ng hn my tnh .


36%

Malaysia
28%

Indonesia
21%

Hong Kong
Singapore

17%

India

17%
15%

South Korea
Vietnam

9%

China

9%
6%

Taiwan
-3%
-4%
-7%

U.K.
New Zealand

-12%

Germany

-12%

France

-15%

Nhiu PCs hn di ng

Australia

U.S.A.

Nhiu di ng hn PCs
Source: Consumer Barometer

Ti Vit Nam, ngi tiu dng dng in thoi cho nhiu hot ng khc nhau

Source: Consumer Barometer

33%
lng tng trng truy
cp mng bng di
ng

20

gim st trong thi


gian lu li trn trang

56%
tng trng lng
chuyn i trn di
ng
Source: Google Analytics aggregated data, May 2015 vs 2014, APAC

Buy festival tote


for the beach
next weekend
11:15pm

150
X
mt ngy

Wake up and
check todays
weather
6:50am

Use flashlight app to


find dropped earring
11:09pm

Use maps to get


directions to get to
the nearest cafe
1:13pm
On the bus,
text with a friend 8:
42am

Browse summer
styles on YouTube
7:15pm
At bus stop, listen
to new music playlist
8:30am
On bus, check email
for sales this weekend
5:29pm

At lunch, play
Scrabble while
waiting in line
1:33pm

At work, book
movie tickets
11:36am

Tra Cu Kin Thc

Ngi Vit
lm g trong
nhng
77%
khonh khc
y?

La chn a im

54%

Tham Kho
Hot ng

41%

ngi dng ti Vit Nam cho


bit h s ln mng trc tin
tra cu thng tin, kin thc
khi cn.

ngi dng s dng


smartphone ngay trn
ng kim thng tin
v nhng doanh nghip
ln cn.

ngi dng xem video online


theo ui mt s thch c
nhn no .

60%

66%

46%

ngi dng s n ca
hng gn k trong vng 1
ngy k t khi h tra cu
thng tin v ca hng ny.

ngi dng xem video online


hc tp v pht trin k
nng.

tm kim trn ngay trn thit


b di ng cm tay t nht 1 ln
trong tun.

Cn Nhc Mua Hng

70%
ngi dng Vit Nam dng
cng c tm kim trn
mng so snh sn phm
trc khi mua hng.

47%
ngi dng smartphone ln
mng c review v
tham kho nh gi trc
khi mua hng.
Source: Consumer Barometer

LM SAO
TN DNG
NHNG KHONH KHC NY?

Hy xut hin ng lc h cn

Khi ngi dng ang tra cu kin thc, tm kim


a im, tham kho hot ng hay cn nhc mua
p ng nhu cu khn thit

Cnh tranh vi i th

8 trn 10 ngi tiu


dng ca thit b gia
dng ch mua khi
ang c nhu cu khn
thit v s mua ngay
sau khi tham kho
trn mng.

Bn phi lm g?

68% khch du lch s


ln mng ch tham
kho danh sch
khch sn trc khi
book.

Tng sc mnh thng hiu


47% ngi dng
Vit xem video 10
pht hoc di hn
v 68% chia s h
rt tp trung khi
xem video online

La chn t kho lun hin th cho i tng cn


Nhm mc tiu hin th c ph chun xc

Hy tr nn hu ch vi ngi dng

Ngay c khi bn xut hin, nu khng em li


li ch cho ngi dng, bn cng s khng tn
dng c khonh khc ny

39%
khch n nh hng/qun n Vit
Nam cho bit h quyt nh mua
hng da trn khuyn mi/deals

66%
ngi mua smartphone cho bit
h mua t mt thng hiu
khc vi d tnh ban u v nhn
c nhiu thng tin hu ch t
thng hiu y.

Bn phi lm g?

cho bit khi h ang trn ng v


ang tm kim v mt ca hng trong
khu vc ln cn, thng tin v gi c l
yu t quyt nh.

Vit mu qung co mi gi
Tn dng tin ch m rng ph hp vi doanh nghip
Vit mu qung co ph hp trn di ng

Hy m bo tc cng nhanh cng tt

Xut hin ng lc, thng tin y ,


tip theo l tc
37%
ngi dng s thot khi trang web
nu tc ti
chm hn 3 giy.

ngi dng di ng cho bit h s


chuyn sang mt trang web khc nu
trang web hin ti khng thn thn cho
di ng

Bn phi lm g?

khch hng khng hi lng s


khng bao gi quay li trang web
xy ra li

S dng Analytics hiu hot ng trn trang web


S dng cng c min ph test cht lng web
Tham kho to m Ti u Ho Trang ch

Chn thnh cm n!

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