Google Vietnam digital profiling report 7/2012

Contents

1
2
3
4
5
6
7
8

Background & Methodology
Internet users at a glance
Cross-media consumption behaviour
The role of the internet when shopping
Search and the research process
Advertising and the research process
Summary
Appendix

Google Confidential and Proprietary

1

Background & Methodology


2

Background & methodology - profiling digital consumers
Vietnam

• 

The Google Scalable Research program:
•  The program is designed to help build a better understanding of the role of the internet across
various vertical markets, and to help support advertisers and marketers as they integrate
digital strategies.
•  The program provides deep dive analysis about the digital consumer around the region –
this report presents findings for Vietnam.

• 

Target participants:
•  Sample size: 1,010 internet users aged 18+ years old.
•  25 minute online survey.
•  Recruited through online panels and offline door-to-door – to ensure a good representation of
internet users in terms of age, gender, location and internet usage frequency.

• 

Coverage included:
•  Internet usage and demographic profiling
•  Product purchase patterns and brand preferences
•  Research sources, triggers and barriers
•  The role of the internet, search and video portals
•  Cross-media consumption

• 

Period of analysis:
•  Fieldwork: 7th May – 4th June
•  Research managed centrally by: TNS Australia.

Methodology

i
Online

Project management


3

Internet users at a glance


4

Digital overview
Once people are online in Vietnam, they use the internet intensely – visiting multiple sites over
extended time periods, and everyday.

Internet usage location

Average no. of sites used daily

Average hours spent online daily

Peak traffic

96% use at home
6.2
3.2 hours
9AM - 11AM & 8PM - 11PM

TNS Vietnam Digital Profiling – July 2012
Question: Q11 Where access the internet (ever); Q17 Websites visited daily; Q14 Average hours spent online; Q15 Internet usage times
Sample base: Vietnam internet users n=1,010


5

Internet users are comfortable online

Internet
users
in
Vietnam
have
been
online
for
some

7
years
on
average
–
and
are

very
familiar
with
what’s
available

3me
–
around

online
…

…
the
most
common
barrier
to
using
the
internet
is

lack
of
familiarity
–
non-‐users
just
don’t
know
how
to

ﬁnd
what
they’re
looking
for;
educa3on
programs

will
be
important
in
aiding
future
internet
adop3on.

Question: Q10 Internet usage period; Q1 Internet familiarity; Non-users from offline recruitment screening


6

Who uses the internet?
Personal demographic profiles.
Age

8

Loca-on

Gender

55+ years

49%

Educa-on

45%

7%

16
19

45-54 years

28%

51%

University grads

Employment

Retired
Homemaker

4
2
17
8

13%

Student

35-44 years
28

2%

Employed PT

25-34 years
15%
29

18-24 years

Question: S1a Age; S2 Gender; S3 Area; D6 Education; D8 Employment Status

51

Employed FT
35%
Self-employed


13

7

Who uses the internet?
Household demographic profiles.
Household

Composi-on

Married with kids
32

3

Single with kids

Household

Income

13,182,400
VND
monthly on average

13
Married, no kids
40
Single, no kids

Question: D7 Living Situation; D9 Household Income


8

Internet access & connections
Internet users in Vietnam access from multiple locations. Although home and work are common
usage locations, internet users like to be constantly connected – accessing in public locations or
via mobile internet.

At home

At friend’s

At work

On the go

School

Internet Cafe

Where access the
internet (any access)?

96%

66%

74%

48%

60%

69%

Preferred location for
internet access?

68%

1%

19%

1%

1%

8%

Ever go online from a
public location?
Internet connection
(used most often)?

80% access in public

59

Broadband

24

Dial-up

11

Mobile internet

Question: Q11 Internet location (ever accessed and preferred access locations); Q12 Type of internet connection used most often; Q16 Public access


9

Internet usage – times of day
There are three internet usage peak times in Vietnam – morning, lunchtime and evening. 8-11pm
is the largest peak at the weekend whereas weekday usage is more evenly matched across the
three peak time periods.

100%

1

2

3

90%

Weekday

80%

Weekend

Internet usage %

70%
60%
50%
40%
30%
20%
10%
0%
6 - 9AM

9 - 11AM 11 - 12PM 12 - 1PM

1 - 2PM

2 - 4PM

4 - 6PM

6 - 8PM

8 - 11PM 11 - 12AM 12 - 2AM

2 - 4AM

4 - 6AM

Times of day
Question: Q15 Internet usage times

Google Confidential and Proprietary 10

Internet usage duration times
Internet users make intense use of the internet, spending around 3 hours online in a typical day.

Average visit
duration:
3.2 hours
Weekday
Weekend
50%

19%
6%

18%

13%

15%

6%

Less than 1 hour

Question: Q14 Internet usage duration

1-2 hours

2-3 hours

10%

45%

14%

3-4 hours

More than 4 hours


Types of sites visited daily
Search is the most common place to visit on the internet – 71% use search daily. Internet users
look for news and entertainment, as well as knowledge-building and connection with others.

1

71%

General search (Google, Yahoo etc)

6

36%

Music

2

54%

General news

7

25%

Movies / TV shows

3

47%

Entertainment news

8

25%

IT / Tech / CE

4

46%

Social networking (Facebook etc)

9

25%

Health & fitness

5

38%

Hobbies / leisure

10

24%

Video

Question: Q17 Types of websites used daily


Sites used daily
Google is one of the top sites used daily – 8 in 10 use Google everyday. Internet users also
use Yahoo, Facebook, vnexpress, YouTube and dantri at least once a day.

82%

65%

47%

54%

42%

53%

42%

52%

34%

Question: Q18 Specific sites used daily


Lifestyles differentiated by consumption and involvement
Six digital lifestyles exist amongst internet users, each displaying different behaviour and attitudes
online. They are generally differentiated by differences in internet consumption and involvement.
The
internet
is
commodi-sed

It
makes
my
life
more
eﬃcient

The
Internet
is
pivotal

It
is
the
centre
of
my
life

Involvement

High

Low

High

Low
The
internet
is
func-onal

It
helps
me
to
be
produc0ve

Consumption

The
internet
is
aspira-onal

It
helps
me
achieve
my
goals


Explaining the Six Digital Lifestyles
INFLUENCERS
The internet is an integral part of my life. I’m young and a big mobile internet user and generally access everywhere, all of
the time. I’m a blogger, and a passionate social networker. I’m also a big online shopper, even via my mobile. I want to make
sure as many people as possible hear my online voice.
COMMUNICATORS
I just love talking and expressing myself, whether that’s face to face, on a fixed line, mobile or on social networking sites,
instant messaging or just emailing people. I really want to express myself in the online world in the way that I can’t in the
offline one. I tend to be a smart phone user and I’m connecting online from my mobile, at home, at work or at college.
KNOWLEDGE-SEEKERS
I use the internet to gain knowledge, information and to educate myself about the world. I’m not a big user of social networks
but I do want to hear from like-minded people especially to help me make purchase decisions. I’m very interested in the
latest thing.
NETWORKERS
The internet is important for me to establish and maintain relationships. I have a busy life whether it’s my profession or
managing the home. I use things like social networking to keep in touch with people I wouldn’t have time to otherwise. I’m a
big home internet home user and I’m very open to talking to brands and looking for promotions. That said I’m not really the
kind of person to voice my opinions online.
ASPIRERS
I’m looking to create a personal space online. I’m very new to the Internet and I’m accessing via mobile and internet cafes
but mostly from home. I’m not doing a great deal at the moment online but I’m desperate to do more of everything, especially
from a mobile device.
FUNCTIONALS
The internet is a functional tool, I don’t want to express myself online. I like emailing, checking the news, sport & weather but
also online shopping. I’m really not interested in running my social life online and I am worried about data privacy and
security. I am older and have been using the internet for a long time.


Digital Lifestyles – Vietnam
Heavy (daily) internet users are a key target for advertisers – they are far more likely to
communicate and seek to influence others online.

29

27

17

23
25
39

COMMUNICATORS

KNOWLEDGE-SEEKERS

21
23

17

INFLUENCERS

3

6

30

8
3
6

5

Heavy

Medium

ASPIRERS

15
4

NETWORKERS

Light

FUNCTIONALS

Internet usage frequency
Question: Digital Life Lifestyle Segmentation
Sample base: Vietnam internet users – Heavy (daily) n=725, Medium (weekly) n=152, Low (less frequently) n=133


Cross-media consumption behaviour


17

Cross-media consumption
Internet users use the internet as much as they watch TV – it is a vital channel to reach
consumers in Vietnam.

Use the
internet

Daily use %

Watch TV

Read a
newspaper

Read a
magazine

Listen to the
radio

67%

70%

31%

25%

20%

Question: DL3 Internet usage frequency; Q51 Media consumption (daily or everyday)


18

TV vs. internet usage duration times
Internet users actually spend more time online than they do watching TV – in a typical day – and
especially during the week.

Weekday
Weekend
50%
45%

TV weekend

33%
19%18%

15%
6% 6%

30%

24%
18%
18%
13%13%

5%

Less than 1 hour

1-2 hours

Question: Q14 Internet usage duration; Q53 TV usage duration
Sample base: Vietnam internet users n=1,010; TV viewers n=995

TV Weekday

2-3 hours

19%
14%12%
10%

3-4 hours

19%

More than 4 hours


TV vs. internet usage – times of day
There are three internet usage peak times in Vietnam – morning, lunchtime and evening –
especially on weekdays. This presents opportunity for continued reach throughout the day. TV
shows more traditional peak viewing between 6-11pm.

100%

1

2

3

90%
80%

Internet usage %

70%

Internet Weekday

60%

Internet Weekend

50%

TV Weekday

40%

TV Weekend

30%
20%
10%
0%
6 - 9AM

9 - 11AM 11 - 12PM 12 - 1PM

1 - 2PM

2 - 4PM

4 - 6PM

6 - 8PM

8 - 11PM 11 - 12AM 12 - 2AM

2 - 4AM

4 - 6AM

Times of day
Question: Q15 Internet usage times; Q54 TV viewing times
Sample base: Vietnam internet users n=1,010; TV viewers n=995


9/10 internet users in Vietnam go online via mobile
1 in 2 internet users in Vietnam go online via their mobile phone at least once a day.
Use mobile phone to access the internet (ever)

87%

Question: DL3 Internet usage frequency; DL3b Mobile internet usage frequency

Daily use %

50%


21

The role of the internet when shopping


22

3 out of 4 internet users in Vietnam shops online
Shopping online is generally a fairly regular occurrence in Vietnam – with just under half of
internet users buying some sort of product and service online once a month or more often. More
frequent online shoppers are also spending more online than other consumers.

76%

Shop online
ever

4,223,608 VND

annual on average

Question: Q19 Frequency of online purchase; Q20 Annual value of online purchase

49%

Shop online
at least once
a month

5,148,016 VND

annual on average


23

Travel is a popular category to shop online
When it comes to individual products and last purchase, Travel is the area where consumers are
most likely to buy or book online.

23%
bought
their
last
product
online

45%
bought
their
last
ﬂight
online

Question: Q23 Last purchase point
Sample base: Vietnam internet users n=1,010; Vietnam internet users who bought a flight in past 12 months (194)


24

Use of online sources for product research is prevalent
Internet users use online sources intensely for product research (pre-purchase). This is
especially the case for bigger ticket items such as technology, consumer durables, electronics
and automotive – 8 in 10 use online sources when researching these products.

% using online sources when researching last purchase

80%

80%

79%

79%

77%

73%

72%

72%

68%

63%

TNS Vietnam Digital Profiling – July 2012; Q25a. Research sources used; Sample Base: Vietnam internet users who bought a product in past 12 months (consumer electronics /
durables 344, computer hardware 198, telecoms service provider / mobile phone 333, beauty care 196, food / groceries 192, health 196, car 84, motorbike 197, apparel 192, portable
electronics 194, travel 194, insurance 195, savings product 191)

63%

62%

57%


Internet users interact with many information sources
As Google terms it – the ZMOT (Zero Moment of Truth) is a critical component of shoppers
research and purchase behaviour. It is the pre-shopping and active information search that
inﬂuences choice and occurs between the stimulus and the point of decision making at shelf.

What makes a Zero Moment of Truth?
  It happens online (typically starting with
search)

  It happens in real time, at any time of the
day
  Consumer is in charge – pulling
information
  It’s emotional and is about resolving a
need
  The conversation is multi-way –
consumers feed back their own
experiences
Source: ZMOT: Winning the Zero Moment of Truth by Jim Lecinski


26

Online and offline sources are used in unison
Use of online sources is on a par with use of offline sources for bigger ticket purchases – internet
users are using multiple sources in unison when deciding on products in Vietnam. Advertisers
will need to offer complementary on and offline information to aid brand choice.

% using online and offline sources when researching last purchase
Average number
of sources used

8
85%

5
87%

75%

8
90%

FMOT

6
83%

75%
66%

ZMOT

7
89%

47%

65%

62%

87%
69%
48%

47%
39%

7

39%

7
87%
68%
45%

7
85%
64%
45%

7
84%

5
81%

68%

44%

5
80%

63%
48%

29%

5
80%
63%

48%
41%

4
77%
56%

39%
27%

Stimulus

TNS Vietnam Digital Profiling – July 2012; Q25a. Research sources used; Sample Base: Vietnam internet users who bought a product in past 12 months (consumer electronics /
durables 344, computer hardware 198, telecoms service provider / mobile phone 333, beauty care 196, food / groceries 192, health 196, car 84, motorbike 197, apparel 192, portable
electronics 194, travel 194, insurance 195, savings product 191). NOTE: See appendix for sources included in ZMOT, FMOT, Stimulus groups


Internet users research online in many different ways
It is common for internet users to research products online in many different ways – e.g. reading reviews,
looking for sales and availability, comparing with other media, bookmarking pages they like for future reference.
Read my friend's reviews on a product or looked at their likes / fan pages
Looked up independent reviews on the product / brand
Recommended a site or product to my friends on a social networking site
Saw what others who viewed the item actually purchased
Sent a link to someone else for their input
Found locations of the store
Read reviews on a particular store
Got information on a particular store (hours, parking, etc.)
Got maps / directions to the store
Looked for information on upcoming sales at the store
Checked availability of the item in the store
Loaded coupons onto your shopper card
Added sale date information to your calendar
Called a store from phone number provided online
Set price alerts to be notified when the product reaches your desired price
Held or reserved an item in the store
Compared to information found in newspapers or magazines
Compared to information found in the yellow pages
Looked up Rewards Programs / Points programs for special discounts /
Looked at newspaper inserts / coupons online
Looked for online coupons that you can use in the store
Used internet to create shopping list
Printed out information to take to the store
Bookmarked pages with information you want to save for future reference
Used mobile phone to find directions
Used search engine on my mobile phone
Checked in to a location with your mobile phone
Used mobile phone to find the best prices
Used mobile phone to create shopping list
Scanned a QR code in store
Question: Q34 Internet research items

49
37
23
22

69%

18
35
34

65%

32
32
46
45

64%

14
31
27

54%

19
19
47

51%

20
42

50%

30
33
27

50%

17
49
21
19
17

49%

42%

15
14
5

% activities done online when researching last purchase


28

Search and the research process


29

Search is used for info and as a link to other sites online

Used
search

engines

i

Used
as
a
source
of

informa3on

Used
as
a
gateway
to

online
sources

Search engines are used in multi-dimensional ways – as
information sources in their own right (i.e. information
shown on results pages) and as gateways to other online
sources (i.e. links to other sites) …

69%

66%

Question: Q25a Research behaviour; Q28a Search engines used; Q27 Information trigger

… usage is not mutually exclusive and
users tend to use search engines as

information
gateway
and

sources

destinations.


30

Search engines are widely used for product research
2 in 3 internet users in Vietnam use search for pre-purchase product research and, those who
rely on search, use this source multiple times. Google is by far the most popular search engine.

Used search for product research

Average times used

69%
7.6

Used search more than 10 times

40%

usage

99%

Question: Q25a Research behaviour; Q28a Search engines used; Q28b Search engine usage frequency
Sample base: Vietnam internet users n=1,010; Vietnam internet users, used search engines to research product n=693


31

6 in 10 trust in search results to meet their needs

6
in
10
internet
users
trust
that
the
results

search
engines
provide
will
meet
their
needs

6
in
10
also
think
search
engines
always

bring
up
relevant
sites

6
in
10
have
a
preferred
search
engine

that
they
use

41%
think
adver0sing
that
appears
on
the
search
is

relevant
and
useful
to
them
Question: Q29 Thinking specifically about product research, how much do you agree with the following statements where 1 = disagree, and 5 = completely agree


32

Google is by far the most widely used search engine
When internet users use search, they turn to Google first – almost universally.

99%

Baamboo.com

9%

46%

9%

18%

12%

Question:Q28a Search engine usage?
Sample base: Vietnam internet users, used search engines to research product n=693

Socbay.com

7%

Xalo.vn


1/ 2 internet users have researched via video portals
Those using video portals predominantly use YouTube.

48%
used
a

video
portal

when

researching

92%

38%

25%

17%

15%

8%

Question: Q30 Video portal usage
Sample base: Vietnam internet users , used video portals to research product n=485


Advertising and the research process


35

Online advertising leads to further online research

78%

YES

Almost 8 in 10 recall advertising on the internet and this generally leads to
further research online.
Almost 1 in 4 of those who recall online advertising went on to purchase the
brand or product.

Ac3on
taken
aPer
seeing

adver3sing
online

Bought the
product

23%

Researched
further online

84%

Researched
further offline

69%

Question: Q31 Online advertising. Q33 Online advertising action
Sample base: Vietnam internet users n=1,010; Recall online advertising n=786


36

Online response to internet ads is reactive and proactive
Those who see online advertising may react and click on a link, or proactively use search, visit
websites or research later. Over half the users immediately click on the advertisement.

55%

Clicked on the ad on the internet

53%

Used a search engine to get more
information about the product

47%

Visited a website of the brand/product
shown in the ad

41%

Started to research the brand/product
immediately online

Researched
further online
(Top 4 )

Question: Online advertising action
Sample base: Vietnam internet users, recall online advertising n=786


37

7 out of 10 follow online advertising with offline actions
Offline, internet users in Vietnam may keep the advertised brand in consideration or actively
compare it to other options. Talking to others and visiting the store is also common.

44%

Compared the brand/product with other
choices in my mind, by reading reviews/
specs

37%

Told friends, colleagues, family about
the brand/product being advertised

33%

Kept the advertisement in mind when
doing further research

30%

Visited a shop/branch/outlet of the
brand/product advertised

Researched
further off line
(Top 4 )

Question: Q33 What did you do after seeing the advertisement on the internet?


38

Online ads help to increase brand knowledge
Internet users in Vietnam primarily see online advertising as a way to increase brand knowledge
– 2/3 say this. 1 in 2 also think online ads are a good way to hear about deals & discounts, and
they also bring brands into the consideration set.

i

Increase brand knowledge
Easily access information about the brand

Hear about great deals/ discounts for the brand

Believe the brand is available to you as a customer

66%

53%

30%

Discover brands
Attitudes to
brands that
advertise
online

More likely to consider brands that advertise online
More likely to discover brands that advertise online
Makes you more interested in finding out more about the brand

51%
46%
46%

Build brand image
Believe the brand has something special or unique to offer
Trust in the quality of the brand
Question: Q32 Online advertising attitude?

35%
34%


Summary


40

Key findings
Internet users are young, educated decision-makers. They are keen communicators about brands
and products, seek to influence others through digital word-of-mouth and are therefore a key target
group for Vietnamese marketers.
The internet is now an essential tool in Vietnam – once people are online, they use the internet
intensely, visiting multiple sites, multiple times and over extended time periods each day. This is
now a key channel to reach and interact with consumers.
The internet has become so important in Vietnam that content is being consumed at the same rate
(or more) than other media. This level of usage presents greater opportunity to connect with
consumers during the day.
Internet users like to be constantly connected – 8 in 10 access the internet in public locations and
mobile internet (although not yet a primary connection point) is now being used regularly. Mobile
will need to form a key part of future digital strategies.
The internet plays a considerable role in shopping behaviour in Vietnam – online purchase is
developing and, in terms of pre-purchase product research, online sources are being readily and
widely referenced (reading reviews, checking availability, making comparisons etc).
Search is integral to internet use – it is used as both an information source pre-purchase and as a
gateway portal to other sites online. Search is used multiple times, results are seen as relevant, and
Google is the search engine of choice by far.
Online advertising has high visibility. It results in action ranging from further research online (return
to search, visiting advertised sites etc), offline chatter and comparison, and even purchase. Online
advertising is an important aid to brand discovery and future consideration.

Appendix


42

Demographics: technology products owned

The laptop is the primary technology device for Vietnamese
internet users (39% claim laptop primary device)

83
70

68

62

59

57
45

40
22

19

15

14

12

10

% owning technology products
Question: D1 Technology products owned; D2 Primary technology product


Demographics: mobile internet usage

41%

have
mobile
internet

enabled
on
their
phone

49%

1
in
2
smartphone
owners

uses
Android
OS

% activities conducted on smartphones

Daily
usage

Weekly
usage

Occasionally

Never

Browsing

60%

Emailing

60%

Search

58%

Video

39%

Social

51%

27%

20%

28%

29%

24%

10%

15%

11%

22%

17%

4%

5%

3%

11%

9%

Question: D3 Mobile OS; D4 Smartphone activities
Sample base: Vietnam internet users n=1,010; Vietnam internet users with smartphone n=410


44

Telecoms and tech products are of primary importance
Internet users in Vietnam consider Tech & Telco to be essentials they couldn’t live without – slightly
more important than cars/ motorbikes, groceries and personal products and retail products.
% saying ‘couldn’t live with this product’

Technology products

63%

56%

53%

Retail

53%

Education

Question: Q20b Category interest

64%

Consumer goods

Nice to have but
not essential

Telecoms products

Automotive

Couldn’t live
without this

41%

Finance

36%

Travel

24%


Report note: ZMOT, FMOT, Stimulus groups
Stimulus Stimulus

Zero
moment
of truth

ZMOT

Specialist books

Search engines (e.g. Google, Yahoo)

Newspapers

Online shops or websites of suppliers or
retailers

Through TV – advertising / commercial TV

Blogs, forums, review or comparison sites

Through TV – special television programs
or shows

Video portals to watch relevant clips or
videos (e.g. YouTube)

Brochures/ catalogues

Social networking sites (e. g. Facebook)

Radio

Map sites, e.g. to find stores

Other offline source

FMOT

Online shops or websites of producers,
manufacturers or brands

Special magazines

First
moment
of truth

Online auction sites (e.g. Ebay)

I spoke to a sales clerk in a shop

Microblogs such as Twitter
Other online sources
I spoke to friends and colleagues
I spoke to family members


Please contact TNS Australia for more information


47

Google Vietnam digital profiling report 7/2012

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