Vietnam digital landscape 2015 - by Moore.vn

VIETNAM
DIGITAL LANDSCAPE 2015
BY MOORE CORPORATION

1
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

VIETNAM IN GLOBAL CONTEXT
2
01

In Asia:
Internet Users: 7th
Digital Access Index: 0.31
Smartphone User: 15th
3
In the world:
Population: 14th
GDP Growth Rate: 2nd
Internet Penetration Rate: 39%

VIETNAM DIGITAL MARKETING
OVERVIEW
4
02

NETIZEN
5
OVERVIEW POPULATION
49.6%
50.4%
POPULATION BY GENDER
Nam
Nữ
31%
69%
POPULATION BY REGION
Urban
Rural
90,493,352
Total Population
fvdvdvhe
llo
Male
Female

8.00%
7.90%
8.20%
9.20%
8.50%
8.50%
7.90%
7.60%
7.30%
6.80%
6.20%
4.20%
2.80%
0-4
5--9
9--14
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
VIETNAM POPULATION STRUCTURE
BY AGE
DIGITAL IMMIGRANT
(42%)
This older generation knew
internet when they were an
adult. They often feel the
need to 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 trend-
leaders
NETIZEN
6
OVERVIEW POPULATION

NETIZEN
7
OVERVIEW CHANGE FROM 2005 TO 2014
82.4
12.9 15.8
90.9
39.8
128.6
0
20
40
60
80
100
120
140
POPULATION INTERNET USER MOBILE
SUBSCRIPTION
Millions VIETNAM CHANGES FROM 2005 TO 2014
2005
2014
Number of Internet Users increases more than 3 times and number of
Mobile Subscription increases 8 times in 2014 when comparing with ones
in 2005

NETIZEN
8
OVERVIEW INTERNET USER
0.2
3.3
10.7
14.7
17.7
20.8
22.8
26.8
30.6
34.9 36.1
39.8
0.3%
4.0%
13.0%
17.6%
21.0%
24.5%
26.5%
30.8%
34.8%
39.3% 40.2%
43.8%
-
5
10
15
20
25
30
35
40
45
2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Millions
VIETNAM INTERNET USER
The number of user Penetration rate of population-base
44% of Vietnam total population is Internet User

9
OVERVIEW BY DEVICE
4%
5%
36%
44%
93%
0% 20% 40% 60% 80% 100%
Internet Enable TV
Tablet
Smartphone
Computer
Mobile Phone
WHICH DEVICE PEOPLE USE?
Mobile Phone continues to become the No.1 Device of Population
Base: Total Online and Offline Population, n = 1000

10
TIME SPENDING ON DEVICEOVERVIEW
69 MINUTES
ON TV
169 MINUTES
ON SMARTPHONE
160 MINUTES
ON LAPTOP
69 MINUTES
ON TABLET
113 MINUTES
ON TV
168 MINUTES
ON SMARTPHONE
108 MINUTES
ON LAPTOP
50 MINUTES
ON TABLET
VIETNAM
GLOBAL
Base: People access to device

ESTIMATED VIETNAM ONLINE ADVERTISING REVENUES IN 2014
70% total online advertising revenue in Vietnam belongs to Google and Facebook
11
OVERVIEW ADVERTISING REVENUE
42%
27%
11%
8%
5%
3% 4%
Facebook
Google
Admicro
FPT
24H
VNG
Other
Source: Moore Estimation 2014

ONLINE POPULATION
DEMOGRAPHIC
12
03

95
70
35
18
15-24 25-34 35-49 50-64
VIETNAM INTERNET USER BY AGE
% Internet User Total Population by Age
Vietnam Internet User is dominated by
young generation in 15-35 years old.
13
DEMOGRAPHIC BY AGE
Base: Urban internet user 15 – 64, n=5800

14
DEMOGRAPHIC BY GENDER
Base: Urban internet user 15-64, n=5800
43%
57%
VIETNAM INTERNET USER BY GENDER
Male
Female

VIETNAM
INTERNET USER BEHAVIOR
15
04

16
USER BEHAVIOR BEHAVIOR THROUGH DEVICE
Base: Internet users (via computer, tablet or smartphone), n = 538
31%
21% 21%
11%
3%
0%
5%
10%
15%
20%
25%
30%
35%
Only via computer/tablet Only via Smartphone Via smartphone and
computer/tablet equalty
Via smartphone more
often than
computer/tablet
Via computer/tablet
more often than
smartphone
HOW DO PEOPLE GO ONLINE WITH DIFFERENT
DEVICES?

MEDIA ACTIVITIESUSER BEHAVIOR
17
DEVICE ACCESS BY TIME OF DAY
0%
5%
10%
15%
20%
25%
30%
35%
40%
Before 9am 9am - Before
12pm
12pm - Before
2pm
2pm - Before
4pm
4pm - Before
6pm
6pm - Before
8pm
8pm - Before
10pm
10pm Onwards
Desktop Laptop/Notebook Mobile Phone Table
8PM-10PM is peak time using Laptop and Mobile Phone
Base: online consumers 16+, n=1026

ONLINE ACTIVITIESUSER BEHAVIOR
18
ONLINE ACTIVITIES BY TIME OF DAY
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Before 9am 9am - Before
12pm
12pm - Before
2pm
2pm - Before
4pm
4pm - Before
6pm
6pm - Before
8pm
8pm - Before
10pm
10pm Onwards
Social Media Online News Online Video (+ Internet TV) Online Shopping

19
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never
Rarely
Sometimes
Frequently
ONLINE ACTIVITIES OF 15-24 YEARS OLD
Users in 15-24 years old spending more time on Social networking…..
Base: Urban Internet User, n=2970

20
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never
Rarely
Sometimes
Frequently
While users in 25-34 years old spending more time on reading newspaper.

21
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never
Rarely
Sometimes
Frequently

ONLINE VIDEO ACTIVITIESUSER BEHAVIOR
22
WEEKLY ACCESS OF ONLINE VIDEO 2014
91%
85% 83% 81%
67%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Vietnam Philippines Thailand Indonesia Malaysia Singapore
Vietnam has the highest percentage of internet user access in online video
among Asia countries

23
33%
37%
47% 48%
43%
2%
5%
3%
1% 0%
0%
10%
20%
30%
40%
50%
60%
16-20 21-29 30-39 40-49 50+
2014
2011
ONLINE VIDEO VIA MOBILE PHONE 2011-2014
Online Video accessed via mobile grown rapidly from 2011 to 2014

24
TYPES OF VIDEO CLIP WATCHED BY USER-GENERATED CONTENT
41%
23%
18%
13% 13% 12% 12% 11% 10% 10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% urban Internet user 15-45
Music Video is the most favorite ones of User-generated content…

25
TYPES OF SITES PEOPLE USED TO WATCH ONLINE VIDEO
87%
12%
44%
15%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
An online video
site/app
A catch-up TV
player
A social network A news or
mahazine
site/app
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
Base: Internet users | Watched online video in the past week, n=3051

VIETNAM MOBILE
26
05
“Mobile has driven an unprecedented behavioral and
cultural shift, providing utility, information and
connectivity at our fingertips”

27
MOBILE MOBILE USER
52% Vietnamese Mobile Users use Smartphone
87% 87%
80% 75% 71%
52% 49%
23% 18%
13% 13%
20% 25% 29%
48% 51%
77% 82%
0%
20%
40%
60%
80%
100%
120%
SMARTPHONE NON-SMARTPHONE
PERCENTAGE OF SMARTPHONE USER
Base: Mobile User

15.7
19.7
27.5
29.3
11.9%
15.9%
19.8%
21.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
-
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2012 2013 2014 2015
VIETNAM 3G SUPCRIPTION
Số thuê bao 3G 3G trên tổng thuê bao di động
28
MOBILE 3G SUBSCRIPTION
Millions
3G Subscriptions % 3G Subscriptions over total subscriptions

52%
48%
SMARTPHONE USER BY GENDER
MALE
FEMALE
29
MOBILE MOBILE USER
Base: Smartphone User, n=608

30
MOBILE MOBILE USER
62% 63%
47%
27%
0%
10%
20%
30%
40%
50%
60%
70%
16-24 25-34 35-44 45-64
SMARTPHONE USERS BY AGE

31
MOBILE MOBILE USER
SMARTPHONE USERS BY SEC
72%
50%
40% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
SEC A SEC B SEC C SEC D-F

32
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%
MOBILE OPERATING SYSTEM
Base: Online Customer 16+ who use a smartphone (N=883)

33
MOBILE MOBILE USER
ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE
(at least weekly)
46%
45%
39%
34%
38%
25%
24%
12%
6%
4%
0% 10% 20% 30% 40% 50%
Social Network
Search
Music
Online Video
Email Checking
Game
Product Information…
Map Usage
Shopping
Electronic Banking
Base: Internet users (accessing via computer, tablet or smartphone), n=538

PLATFORMSSOCIAL MEDIA
35
94%
55%
36%
22%
20%
15%
57%
13% 13%
6% 5%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Zing Me Twitter LinkedIn Instagram Pinterest
Account ownership Active use (at least once at month)
TOP ACTIVE PLATFORMS
Facebook and Zing are still the most popular social platforms in Vietnam

FANPAGESOCIAL MEDIA
36
NO. FANPAGE FANS
1 Trần Khởi My 7 572 158
2 Võ Hoài Linh 7 122 134
3 M-TP 6 227 812
4 MC Trấn Thành 6 002 429
5 Hồ Quang Hiếu 5 998 478
6 Hội những người thích đọc tin tức 24h 5 956 402
7 Khởi My 5 564 810
8 Góc Thư Giãn 5 412 233
9 Đông Nhi 5 401 813
10 Minh Hằng 5 389 605

FACEBOOKSOCIAL MEDIA
37
NUMBER OF FACEBOOK USERS FROM 2011 TO 2015
1.4
8.5
19.6
27.0
31.3
-
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2-2011 10-2012 8-2013 12-2014 3-2015
Millions
Number of Facebook Users is increasing as 22 times over 5 years

38
FACEBOOK USERS BY AGE
1.40
8.80
5.00
1.74
0.30 0.14
1.40
7.60
3.80
0.86
0.22 0.05
-
1
2
3
4
5
6
7
8
9
10
13 - 15 15 - 24 25 - 34 35 - 49 50 - 64 65+
Millions
Male Female
Facebook User is nominated by Male

39
FACEBOOK USER BY LOCATION
3.20 3.40
0.34 0.26 0.36
9.82
2.80 3.00
0.32 0.24 0.30
7.27
-
2
4
6
8
10
12
Ho Chi Minh Ha Noi Da Nang Can Tho Hai Phong Khác
Millions
Male Female
Others

REVENUEE - COMMERCE
41
ESTIMATED VIETNAM B2C E-COMMERCE REVENUE 2014
VN Population
2014
% Internet
Users
Estimated
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

DEMOGRAPHICE - COMMERCE
42
41%
59%
By Age
Male Female
41%
7%
37%
15%
Officer Business
Ower
Student Other
By Job
Women and people who work as Officers are the main online buyers

Base: Internet users | Answering based on a recent purchase, n=3018
USER ACTIVITIESE - COMMERCE
43
INTERNET HELPS PEOPLE TO MAKE PURCHASING DECISIONS BY
21%
30%
60%
20%
39%
25%
29% 29%
13%
0%
10%
20%
30%
40%
50%
60%
70%

44
THE ONLINE SOURCES PEOPLE USE TO MAKE PURCHASING DECISIONS
40%
27%
26%
17%
8%
14%
2%
11% 11%
6%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
On brand
website
On retailes
website
Social
networks
Online
vides site
Brand
pages on
social
networks
site
Advice
sites/
review
sites/
forums/
blogs
Auction or
classifieds
site
Price
comparison
website
Online
magazines/
news sites
Email Other online
information
source
Base: Internet users | Answering based on a recent purchase, n=3428

HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED
33%
31%
13% 13%
9%
0%
5%
10%
15%
20%
25%
30%
35%
Previous
experiences
Discussions
with other
people
Pre-purchase
research
Throught
advertising
None of these
45
Base: Internet users | Answering based on a recent purchase (in select categories) researched online

HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM
ADVERTISING?
47%
26%
0%
5%
8%
2%
0%
9%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Online Tivi Radio Poster Tạp
chí/báo
Email Mail Instore
ads
Khác
46
Base: Internet users | Answering based on a recent purchase | Became aware of product through advertising, n=533

48
VIETNAM ADVERTISING LANDSCAPEAPPENDIX

49
REFFERENCE SOURCESAPPENDIX
• 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
dongnx@moore.vn
Moore Online Solution and Development Corporation
Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Dist. Thanh Xuan, Ha Noi City
HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh
City
Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |

Vietnam digital landscape 2015 - by Moore.vn

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