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    1 Copyright © 2017 The Nielsen Company. Confidential and proprietary.

    Nielsen Vietnam April 11, 2017

    MEET YOUR NEXT SOURCE OF GROWTH:

    THE OMNI-CHANNEL SHOPPERS AKA THE CONNECTED SPENDERS

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    MEET YOUR NEXT SOURCE OF GROWTH

    Conventional approach:

    MIDDLE CLASS

    Earn $10- 20/day

    Modern approach:

    CONNECTED SPENDERS

    Have internet access

    Are willing to spend discretionary

    income

    Overlooks consumer engagement, access

    Better identifies likely purchasers, correlates to spending as % of GDP

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    THE MOST ENGAGED CONSUMERS ACROSS INCOMES

    Connected Spenders signal where consumers demand is headed

    INCOME HIGH LOW

    C O

    N SU

    M ER

    EN

    G A

    G EM

    EN T

    LO

    W

    H IG

    H CONNECTED

    SPENDERS

    MIDDLE CLASS

    UPPER INCOME

    LOWER INCOME

    Note: Visual representation; Not to scale

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    A GROWING FORCE IN THE GLOBAL ECONOMY

    1.37

    2.97

    2015 2025

    Number of Connected

    Spenders (BB)

    $14.8

    $31.9

    2015 2025

    Annual Spending from

    Connected Spenders (TT USD)

    SHARE OF GLOBAL TOTAL 53% 35% 37% 19%

    53% 35% 37% 19% SHARE OF GLOBAL TOTAL

    Spending from Connected Spenders

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    5

    HIGH-POTENTIAL MARKETS Top 10 markets for Connected Spenders by population, 2015 vs. 2025

    Source: Nielsen Global Consumer Confidence Survey (2010-2015); The World Bank; The International Monetary Fund; The Demand Institute

    China

    China

    India

    India

    U.S.

    Brazil Japan

    Russia

    Germany

    Germany Indonesia

    U.S.

    Brazil

    Japan Russia

    Indonesia

    Vietnam

    Vietnam U.K.

    U.K.

    Pakistan Nigeria

    417M

    710M

    20M

    32M

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    6

    CONNECTED SPENDERS WILL OUTGROW MIDDLE CLASS IN

    TERM OF NUMBER AND IMPORTANCE, ESPECIALLY IN EAST

    ASIA AND PACIFIC

    Source: Demand Institute & Nielsen, Connected Spenders Report, 2017

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    CONNECTED SPENDERS WILL ACCOUNT FOR 40% OF THE POPULATION IN 2025

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    8

    THE RISE OF VIETNAMESE CONNECTED SPENDERS

    2015 2025

    23 MILLION PEOPLE

    ANNUAL SPENDING $50 BILLION

    38% OF TOTAL CONSUMER SPENDING

    40 MILLION PEOPLE

    ANNUAL SPENDING $99 BILLION

    48% OF TOTAL CONSUMER SPENDING

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    CONNECTED SPENDERS ARE CONFIDENT

    CONSUMERS

    Source: Nielsen Global Consumer Confidence Survey (2015)

    30

    50

    70

    90

    110

    130

    150 CONNECTED SPENDERS OTHER INTERNET USERS

    115 GLOBAL

    85 GLOBAL

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    THEY PREFER NEW, INNOVATIVE PRODUCTS

    Source: Nielsen Global Consumer Confidence Survey (2015)

    72%

    68%

    56%

    50%

    56%

    55%

    34%

    31%

    I like when manufacturers offer new

    product options

    I like to tell others about new products I

    have purchased

    I am willing to pay a premium price for

    new innovative products

    I am an early purchaser of new product

    innovation

    CONNECTED SPENDERS OTHER INTERNET USERS

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    WHY FOCUS?

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    12

    25.9 24.7 24.7 24.4 24.2 24.1 23.0 20.3 19.5

    RISING CONNECTIVITY IS ON THE GO!

    Source: CIA World Factbook; Nielsen: Cross Platform Insights 2016

    USA GERMANY BRAZIL MEXICO CHINA INDIA VIETNAM

    100 123 139 85 94 76 131

    87 88 68 56 52 37 52

    AVERAGE ONLINE TIME PER WEEK IN SOME COUNTRIES

    PHONE USAGE AND INTERNET PENETRATION IN SOME COUNTRIES

    P H O N E U A G E ( PHONE PER 100 PEOPLE)

    INTERNET P ENETRATION (% POPULATION)

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    13

    SO, THE ‘CONNECTION BEHAVIOR’ MAKE THIS NEW CUSTOMERS

    MORE CONFIDENT AND PROACTIVE IN THEIR WAY OF LIVING

    Source: Demand Institute & Nielsen, Connected Spenders Report, 2017

    YOUNGER, LIVING IN URBAN AND MORE

    CONFIDENT

    PROACTIVE IN SPENDING IN PRODUCTS AND

    SERVICES

    READY TO CONNECT

    Connected Spenders Normal Internet users

    AGED 25-34 31%

    URAN LIVING

    CONFIDENCE INDEX

    ENJOY FREEDOM TO CONNECT EVERYTIME,

    EVERYWHERE

    83%

    SPEND DISCRETIONARY

    INCOME ON ACCESSORIES

    90%

    SPEND DISCRETIONARY

    INCOME TO ENTERTAINMENT

    78%

    23%

    65%

    85

    78%

    115

    71%

    53%

    75%

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