vietnam

VIETNAM
DIGITAL LANDSCAPE 2015
BY MOORE CORPORATION
TABLE OF CONTENT
[1] VIETNAM IN A GLOBAL CONTEXT
[2] VIETNAM DIGITAL MARKET OVERVIEW
[3] ONLINE POPULATION DEMOGRAPHIC
[4] VIETNAM INTERNET USER BEHAVIOR
[5] VIETNAM MOBILE
[6] VIETNAM SOCIAL NETWORK
[7] VIETNAM E-COMMERCE
[8] APPENDIX
1
01
VIETNAM IN GLOBAL CONTEXT
2
In the world:
14th
Population:
GDP Growth Rate: 2nd
Internet Penetration Rate: 39%
In Asia:
Internet Users: 7th
Digital Access Index: 0.31
Smartphone User: 15th
3
02
VIETNAM DIGITAL MARKETING
OVERVIEW
4
NETIZEN
OVERVIEW
POPULATION
POPULATION BY GENDER
50.4%
fvdvdvhe
llo
49.6%
Male
Nam
Female
Nữ
POPULATION BY REGION
90,493,352
31%
Total Population
Urban
Rural
69%
5
NETIZEN
OVERVIEW
POPULATION
VIETNAM POPULATION STRUCTURE
BY AGE
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
9--14
5--9
0-4
2.80%
4.20%
6.20%
6.80%
7.30%
7.60%
7.90%
8.50%
8.50%
9.20%
8.20%
7.90%
8.00%
DIGITAL IMMIGRANT (42%)
This older generation knew
internet when they were an
adult. They often feel the need
of always learn to adapt with
the new technologies
DIGITAL NATIVE (58%)
This younger generation
born and live in the internet
era. They tend to be trendleaders
6
NETIZEN
OVERVIEW
CHANGES FROM 2005 TO 2014
VIETNAM CHANGES FROM 2005 TO 2014
140
128.6
120
Millions
100
90.9
82.4
80
2005
2014
60
39.8
40
20
12.9
15.8
0
POPULATION
INTERNET
USERS
MOBILE
SUBSCRIPTION
Number of Internet Users increase more than 3 times and number of
Mobile Subscription increase 8 times in 2014 when comparing with ones in
2005
7
NETIZEN
OVERVIEW
INTERNET USERS
Millions
VIETNAM INTERNET USERS
45
60.0%
39.8
40
34.9 36.1
35
30.6
30
20.8
22.8
14.7
15
10.7
10
3.3
0.2
0.3%
39.3%
40.2%
34.8%
30.8%
17.7
20
-
43.8%
26.8
25
5
50.0%
24.5%
40.0%
30.0%
26.5%
21.0%
20.0%
17.6%
10.0%
13.0%
4.0%
0.0%
2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
The number of users
Penetration rate of population-base
44% of Vietnam total population is Internet Users
8
OVERVIEW
BY DEVICE
WHICH DEVICE PEOPLE USE?
Mobile Phone
93%
Computer
44%
Smartphone
36%
Tablet
5%
Internet TV
4%
0%
20%
40%
60%
80%
100%
Mobile Phone continues to become the No.1 Device
Base: Total Online and Offline Population, n = 1000
9
OVERVIEW
69 MINUTES
ON TV
160 MINUTES
ON LAPTOP
VIETNAM
TIME SPENDING ON DEVICE
169 MINUTES
ON SMARTPHONE
69 MINUTES
ON TABLET
GLOBAL
113 MINUTES
ON TV
108 MINUTES
ON LAPTOP
168 MINUTES
ON SMARTPHONE
50 MINUTES
ON TABLET
10
OVERVIEW
ADVERTISING REVENUE
ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014
5%
3% 4%
8%
42%
11%
Facebook
Google
Admicro
FPT
24H
VNG
Other
27%
70% total online advertising revenue in Vietnam belongs to Google and Facebook
11
Source: Moore Estimation 2014
03
ONLINE POPULATION
DEMOGRAPHIC
12
DEMOGRAPHIC
BY AGE
VIETNAM INTERNET USERS BY AGE
Vietnam Internet Users is dominated by
young generation in 15-35 years old.
95
70
35
18
15-24
25-34
% Internet Users
35-49
50-64
Total Population by Age
Base: Urban internet user 15 – 64, n=5800
13
DEMOGRAPHIC
BY GENDER
VIETNAM INTERNET USERS BY GENDER
43%
57%
Base: Urban internet users 15-64, n=5800
Male
Female
14
04
VIETNAM
INTERNET USERS BEHAVIOR
15
USER BEHAVIOR BEHAVIOR THROUGH DEVICE
HOW DO PEOPLE GO ONLINE WITH DIFFERENT
DEVICES?
35%
31%
30%
25%
21%
21%
20%
15%
11%
10%
3%
5%
0%
Only via computer/tablet Only via Smartphone
Via smartphone and
Via smartphone more
computer/tablet equalty
often than
computer/tablet
Base: Internet users (via computer, tablet or smartphone), n = 538
Via computer/tablet
more often than
smartphone
16
USER BEHAVIOR MEDIA ACTIVITIES
DEVICE ACCESS BY TIME OF DAY
40%
35%
30%
25%
20%
15%
10%
5%
0%
Before 9am
9am - Before 12pm - Before 2pm - Before
12pm
2pm
4pm
Desktop
Laptop/Notebook
4pm - Before
6pm
6pm - Before
8pm
Mobile Phone
8pm - Before 10pm Onwards
10pm
Tablet
8PM-10PM is peak time using Laptop and Mobile Phone
17
Base: online consumers 16+, n=1026
USER BEHAVIOR ONLINE ACTIVITIES
ONLINE ACTIVITIES BY TIME OF DAY
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Before 9am
9am - Before
12pm
Social Media
12pm - Before
2pm
2pm - Before
4pm
Online News
4pm - Before
6pm
6pm - Before
8pm
Online Video (+ Internet TV)
8pm - Before
10pm
10pm Onwards
Online Shopping
18
Base: online consumers 16+, n=1026
USER BEHAVIOR ONLINE ACTIVITIES
ONLINE ACTIVITIES OF 15-24 YEARS OLD
100%
90%
80%
70%
60%
50%
40%
Never
30%
Rarely
Sometimes
20%
Frequently
10%
0%
Users in 15-24 years old spending more time on Social networking…..
19
Base: Urban Internet User, n=2970
USER BEHAVIOR ONLINE ACTIVITIES
ONLINE ACTIVITIES OF 25-34 YEARS OLD
100%
90%
80%
70%
60%
50%
40%
Never
30%
Rarely
20%
Sometimes
10%
Frequently
0%
While users in 25-34 years old spending more time on communication and reading newspaper.
20
Base: Urban Internet Users, n=2970
USER BEHAVIOR ONLINE ACTIVITIES
ONLINE ACTIVITIES OF 35-45 YEARS OLD
100%
90%
80%
70%
60%
50%
40%
Never
30%
Rarely
20%
Sometimes
10%
Frequently
0%
21
Base: Urban Internet Users, n=2970
USER BEHAVIOR ONLINE VIDEO ACTIVITIES
WEEKLY ACCESS OF ONLINE VIDEO 2014
100%
91%
90%
85%
83%
81%
80%
67%
70%
56%
60%
50%
40%
30%
20%
10%
0%
Vietnam
Philippines
Thailand
Indonesia
Malaysia
Singapore
Vietnam has the highest percentage of internet users access in online video
among Southeast Asia countries
22
Base: online consumers 16+, n=1026
USER BEHAVIOR ONLINE VIDEO ACTIVITIES
ONLINE VIDEO VIA MOBILE PHONE 2011-2014
60%
47%
50%
48%
43%
37%
40%
33%
2014
2011
30%
20%
10%
2%
5%
3%
1%
0%
16-20
21-29
30-39
40-49
0%
50+
Online Video accessed via mobile grown rapidly from 2011 to 2014
23
Base: online consumers 16+, n=1026
USER BEHAVIOR ONLINE VIDEO ACTIVITIES
TYPES OF VIDEO CLIP WATCHED BY USER-GENERATED CONTENT
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
41%
23%
18%
13%
13%
12%
12%
11%
10%
10%
% urban Internet user 15-45
Music Video is the most favorite ones of User-generated content…
24
Base: Urban Internet Users, n=2970
USER BEHAVIOR ONLINE VIDEO ACTIVITIES
TYPES OF SITES PEOPLE USED TO WATCH ONLINE VIDEO
100%
90%
87%
80%
70%
60%
50%
44%
40%
30%
15%
20%
12%
8%
10%
0%
An online video A social network
site/app
A news or
magazine
site/app
A catch-up TV
player
Another type of
site/app
% of Internet user - Watched online video in the past week
An online video site or app is used by most people when watch video online
25
Base: Internet users | Watched online video in the past week, n=3051
“Mobile has driven an unprecedented behavioral and
cultural shift, providing utility, information and
connectivity at our fingertips”
05
VIETNAM MOBILE
26
MOBILE
MOBILE USER
PERCENTAGE OF SMARTPHONE USER
120%
100%
13%
13%
20%
25%
80%
29%
48%
51%
60%
40%
87%
87%
80%
75%
77%
82%
23%
18%
71%
52%
20%
49%
0%
SMARTPHONE
NON-SMARTPHONE
52% Vietnamese Mobile Users use Smartphone
27
Base: Mobile Users
MOBILE
3G SUBSCRIPTION
VIETNAM 3G SUBSCRIPTION
35.0
25.0%
21.4%
30.0
19.8%
Millions
20.0%
25.0
15.9%
15.0%
20.0
11.9%
15.0
27.5
10.0
29.3
10.0%
19.7
15.7
5.0%
5.0
-
0.0%
2012
2013
3G thuê
Subscriptions
Số
bao 3G
2014
2015
% 3G
total subscriptions
3G
trênSubscriptions
tổng thuê baoover
di động
28
MOBILE
MOBILE USER
SMARTPHONE USERS BY GENDER
48%
MALE
52%
FEMALE
29
Base: Smartphone Users, n=608
MOBILE
MOBILE USER
SMARTPHONE USERS BY AGE
70%
62%
63%
60%
47%
50%
40%
27%
30%
20%
10%
0%
16-24
25-34
35-44
45-64
30
Base: Smartphone Users, n=608
MOBILE
MOBILE USER
SMARTPHONE USERS BY SOCIO-ECONOMIC CLASSIFICATION (SEC)
80%
72%
70%
60%
50%
50%
40%
40%
42%
SEC C
SEC D-F
30%
20%
10%
0%
SEC A
SEC B
31
Base: Smartphone Users, n=608
MOBILE
OPERATING SYSTEM
TOTAL
MALE
FEMALE
16-20
YEARS
21-29
YEARS
30-39
YEARS
40-49
YEARS
50+
YEARS
BASE
883
505
378
111
479
180
82
31
Android
64%
66%
63%
66%
63%
69%
62%
58%
IOS
19%
21%
17%
20%
24%
23%
24%
29%
Windows 8
9%
8%
9%
8%
3%
4%
3%
9%
Windows 7
3%
2%
3%
1%
8%
2%
8%
0%
Symbian
2%
1%
4%
3%
2%
0%
2%
0%
BlackBerry
OS
0%
0%
1%
1%
0%
0%
0%
2%
WinMob
0%
0%
0%
0%
1%
0%
1%
0%
Bada
0%
0%
0%
1%
0%
0%
0%
0%
32
Base: Online Customer 16+ who use a smartphone (N=883)
MOBILE
MOBILE USER
ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE
(at least weekly)
Social Network
46%
Search
45%
Music
39%
Email Checking
38%
Online Video
34%
Game
25%
Product Information…
24%
Map Usage
12%
Shopping
6%
Electronic Banking
4%
0%
10%
20%
30%
40%
50%
33
Base: Internet users (accessing via computer, tablet or smartphone), n=538
06
VIETNAM SOCIAL NETWORK
34
SOCIAL MEDIA
100%
PLATFORMS
TOP ACTIVE PLATFORMS
94%
90%
80%
70%
60%
57%
55%
50%
40%
36%
30%
22%
20%
13%
20%
15%
13%
10%
6%
5%
LinkedIn
Instagram
3%
0%
Facebook
Zing Me
Account ownership
Twitter
Pinterest
Active use (at least once at month)
Facebook and Zing Me are still the most popular social platforms in Vietnam
35
SOCIAL MEDIA
FANPAGE
NO.
FANPAGE
FANS
1
Trần Khởi My
7,668,055
2
Võ Hoài Linh
7,150,404
3
M-TP
6,445,416
4
Hồ Quang Hiếu
6,135,613
5
MC Trấn Thành
6,104,230
6
Hội những người thích đọc tin tức 24h
6,013,765
7
Khởi My
5,717,879
8
Minh Hằng
5,523,384
9
Đông Nhi
5,495,425
10
Góc Thư Giãn
5,471,900
Social Baker last updated on 09/04/2015
36
SOCIAL MEDIA
FACEBOOK
NUMBER OF FACEBOOK USERS FROM 2011 TO 2015
35.0
31.3
30.0
27.0
Millions
25.0
19.6
20.0
15.0
10.0
8.5
5.0
1.4
2-2011
10-2012
8-2013
12-2014
3-2015
Number of Facebook Users is increasing as 22 times over 5 years
37
SOCIAL MEDIA
FACEBOOK
Millions
FACEBOOK USERS BY AGE
10
8.80
9
7.60
8
7
6
5.00
5
3.80
4
3
2
1.40
1.74
1.40
0.86
1
0.30
0.22
0.14
0.05
13 - 15
15 - 24
25 - 34
Male
35 - 49
50 - 64
65+
Female
Facebook User is dominated by Male
38
SOCIAL MEDIA
FACEBOOK
Millions
FACEBOOK USERS BY LOCATION
12
9.82
10
8
7.27
6
4
3.20
2.80
3.40
3.00
2
0.34 0.32
0.26 0.24
0.36 0.30
Da Nang
Can Tho
Hai Phong
Ho Chi Minh
Ha Noi
Male
Others
Khác
Female
39
07
VIETNAM E-COMMERCE
40
E - COMMERCE
REVENUE
ESTIMATION VIETNAM B2C E-COMMERCE REVENUE 2014
VN Population
2014
% Internet
Users
Estimation
online buying
value of one
people 2014
% Internet
Users buying
online
Estimated B2C
E-commerce
Revenue 2014
90.73 million
39%
145 USD
58%
2.97 billion USD
41
E - COMMERCE
By Age
Male
Female
DEMOGRAPHIC
By Job
41%
37%
15%
41%
7%
59%
Officer
Student
Business
Ower
Other
Women are the main online buyers
42
E - COMMERCE
USER ACTIVITIES
INTERNET HELPS PEOPLE TO MAKE PURCHASING DECISIONS BY
Compared products/prives/ features online
60%
Looked for opinions/ reviews/ advice online
39%
Discovered relevant brands online
30%
Got store locations/ directions online
29%
Checked where to buy/ product availability online
29%
Looked for /redeemed relevant offtens/ coupons/
promotions online
25%
Got ideas/ inspiration online
21%
Watched relevant videos online
20%
Made contact/ requested contact (with brands,
retailers) online
13%
0%
10%
20%
30%
40%
50%
60%
70%
43
Base: Internet users | Answering based on a recent purchase, n=3018
E - COMMERCE
USER ACTIVITIES
THE ONLINE SOURCES PEOPLE USE TO MAKE PURCHASING
DECISIONS
On brand website
40%
On retailer website
27%
Social networks
26%
Online videos sites
17%
Advice sites/ review sites/ forums/ blogs
14%
Online magazines/ news sites
11%
Price comparison website
11%
Brand pages on social networks site
8%
Other online information source
7%
Email
Auction or classifieds sites
6%
2%
44
Base: Internet users | Answering based on a recent purchase, n=3428
E - COMMERCE
USER ACTIVITIES
HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED
33%
31%
13%
13%
9%
Previous experiences
Discussions with
other people
Pre-purchase
research
Through advertising
None of these
45
Base: Internet users | Answering based on a recent purchase (in select categories) researched online
E - COMMERCE
USER ACTIVITIES
HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM
ADVERTISING?
47%
26%
9%
8%
5%
2%
2%
46
Base: Internet users | Answering based on a recent purchase | Became aware of product through advertising, n=533
E - COMMERCE
USER ACTIVITIES
WHAT DID PEOPLE DO ONLINE AFTER COMPLETING THEIR
PURCHASE?
60%
52%
50%
40%
30%
28%
18%
20%
14%
10%
0%
Shared purchase
experiences on social
network(s)
Posted reviews / ratings
about the purchase
Looked for the help on setup / product usage
None of these
47
Base: Internet users | Answering based on a recent purchase | n = 3428
08
APPENDIX
48
APPENDIX
VIETNAM ADVERTISING LANDSCAPE
49
APPENDIX
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REFFERENCE SOURCES
Vietnam Internet Network Information Center, 2000 – 2012
Meet the new media consumer in Vietnam 2014, Nielsen Vietnam, 2014
Vietnam grocery report 2014, Nielsen Vietnam, 2014
Vietnam netcitizens report, Cimigo Vietnam, 2012
Digital landscape 2013, 3D, 2013
Marketing in a multiscreen world – Vietnam report, MillwardBrown, 2014
The mobile internet consumer Vietnam 2013, VSERV.mobi, 2013
Consumer Barometer, Google, 2014
Ministry of Information & Communications, 2013-2014
Technology and cunsumer behavior Vietnam 2014, Nielsen Vietnam, 2014
Digital, Social & Mobile, WeAreSocial, 2013 - 2015
General Statistics Office of Vietnam, 2011 - 2014
Internet World Stats, 2014
Emarketer, 2013
Others
50
CONTACT
NGUYEN XUAN DONG
Vice Managing Director
098 999 5145
[email protected]
Moore Online Solution and Development Corporation
Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi
HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh
Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |
51
MOORE CORPORATION