Vietnamese internet users online buying and selling behaviour pptx

Vietnamese Internet Users Online Buying And Selling Behavior Results of an online-survey among 2,495 internet users aged 18 - 54 1 Fieldwork: 20 July – 13 August , 2012 Conditions of Use and Copyright Readers are welcome to use the data contained in this report for their own purposes provided they acknowledge the source and both Acorn and Epinion as the authors. • Purpose: To understand Vietnamese internet users online buying and selling behaviour • Roles in the Joint Study: – Acorn – study & questionnaire design, charting, analysis and reporting – Epinion- programming, selection of respondents & online administration • Respondent selection criteria: – Existing members of Epinion’s online panel – Aged 18 to 54 – Quotas placed on age to be representative of Vietnam’s internet using population – Nationwide coverage • Methodology: Online survey via emailed invitation -July/Aug ‘12 • Length of interview: maximum 20 minutes • Sample size: n=2,495 • Data Analysis: Data post-weighted to reflect actual internet usage age ranges in Vietnam Research Purpose and Methodology OVERVIEW OF SAMPLED RESPONDENTS 2% 11% 24% 63% Education Secondary school and under High school University - without degree University - with degree Sample Profile (Online Respondents) 38% 36% 26% 18-24 yo 25-34 yo 35-54 yo Age 10% 16% 33% 29% 13% F-D C B A A+ Income /SES Base: All respondents, n=2,495 53% 47% Gender Male Female 2% 20% 34% 43% Less than 1 hour 1- 2 hours 3-5 hours More than 5 hours How many hours per day do they spend online? Online Users Internet Usage 6% 28% 30% 21% 15% How long have they been using the Internet? Less than 3 years 4 to 6 years 7 to 9 years 10 to 12 years Over 12 years Average internet usage 8.5 years Average internet use 5 hours per day Ref: How many years have you been accessing the internet? / How many hours do spend online each day? Base: All respondents, n=2,495 ONLINE SHOPPING BEHAVIOR Online Window Shopping & Buying 1% 2% 3% 22% 72% Less often Once/3 months or more Once/month or more Once/week or more Everyday 14% 21% 20% 14% 20% Less than 2 times 3-5 times 6-10 times 11-25 times More than 25 times Visit frequency Purchase frequency Ref: How often do you visit online shopping sites and/or buy and sell sites/auction sites? / How many times have you bought something online? Base: All respondents, n=2,495 99.7% 88% 0.3% 12% Ever Visited Online Shopping Sites Ever Bought Anything Online No Yes Online Users Buyer Segments 33% 26% 37% 41% 41% 45% 40% 36% 14% 17% 12% 11% 4% 5% 3% 4% 8% 7% 8% 8% TOTAL 18-24 yo 25-34 yo 35-54 yo Never bought & don't intend to Never bought but might in future Ever bought, just 1-2 times Moderate buyer (3-10) Heavy buyer (>10) Ref: How many times have you bought something online? / How likely are you to consider buying something online? Base: All respondents, n=2,495 Online Users Devices Owned & Used to Access Shopping Sites 76% 64% 47% 37% 16% 63% 45% 12% 22% 8% Laptop PC at home Feature phone with 3G/GPRS Smart phone Tablet Device owned Device used to access shopping sites Ref: Which of the listed items you personally own / Which device do you use to access online shopping sites/buy and sell/auction sites? Base: All respondents, n=2,495 [...]... compared with normal Base: Online Buyers, n=2,197 Online Shopping Future Intention to Keep Buying Online 7% 67% 7% 64% Negative Positive Intention to buy online again Recommendation to others Ref: How likely are you to shop online again? / Would you recommend shopping online to your friends and relatives? Base: Online Buyers, n=2,197 Online Window Shoppers Barriers to Buying Online for Non-Shoppers 100%... Base: Internet users who window shop but have never bought anything online & who never visit online shopping sites, n=298 Non-Shoppers Attitudes to Shopping Online 76% Making payments for goods bought from the internet is dangerous 4% Buying things online saves time over buying things face to face 66% 11% I generally trust people & companies selling things online 65% 16% 63% I would buy things online. .. second-hand/used? Base: Online sellers, n=849 2nd HAND 37% Online Buying and Selling Behavior Most Popular Categories Sold 53% Bought Sold 37% 32% 28% 27% 23% 21% 21% 21% 20% 19% 18% 14% 13% 14% 13% 9% 2% 1% 4% 2% 1% 4% 11% 5% 1% 1% Ref: What categories of products have you ever bought online? What kind of products have you sold online? Base: All respondents, n=2,495 1% 0% 0% 1% 2% Online Selling Behavior... things online 40% You can be reasonably sure that goods will be delivered after bought online 40% Negative statement Agree 17% Disagree Ref: How much do you agree or disagree with each of the following statements? Base: Internet users who window shop but have never bought anything online & who never visit online shopping sites, n=298 19% 32% 31% 32% 31% 32% 38% 34% ONLINE SELLING BEHAVIOR Online Selling. .. something online in the future? / From this list what would be the top three most barriers that you believe you would face in conducting or setting-up online sales? Base: All respondents, n=2,495; Never sellers n=1,646 EXECUTIVE SUMMARY Executive Summary Online Shopping Incidence and Behaviour • Virtually all (99.7%) internet users have visited a shopping site online and 72% do so everyday • Two-thirds of Vietnamese. .. more active online than the average internet user But even accounting for this, this survey indicates that internet commerce is here to stay in Vietnam and can only be expected to grow • Vietnamese netizens feel comfortable online and a surprising number have bought (88%) and sold (34%) online already • However, online commerce in Vietnam has adopted a peculiarly Vietnamese flavor in accordance with... a) directly ordered online and b) ordered via a telephone hotline (for direct delivery) after an online search? Base: Online Buyers, n=2,197 Online Shopping Average Spend for Last Purchase & Payment Mode 367,000 VND Mean spend (last purchase) 400,000 750,000 400,000 4% 10% Cash on delivery 750,000 Debit card online 3% 4% Credit card online 750,000 2% Third party online 400,000 Online bank transfer... Vietnamese online shoppers access shopping sites online and 45% do so on a desktop PC – only 22% use their smartphone and just 8% use a tablet • A staggering 88% have ever bought something online, with 20% claiming more than 25 purchases to date and a median of 8.75 purchases • Most have bought things through coupon sites (65%) and classified ad sites (29%), with 13% buying through commercial sites and 11%... on delivery to home and only 5% made by credit or debit card • Vietnamese on-line buyers feel comfortable buying online - with a plurality (38%) believing that online shopping is better than face-to-face shopping, while just 25% feel it is worse and two-thirds saying they will buy online again in future • They also believe most items can be sold online – though electronic devices and mobile devices... have ever sold anything online –with the incidence of selling new and used goods being roughly equal • Nevertheless, interest in selling online is high even among those who have never done so – with over half (57%) saying they will likely sell something online in future • However, potential sellers are put off from selling online primarily by not knowing where to source merchandise (46%), or what to . Vietnamese Internet Users Online Buying And Selling Behavior Results of an online- survey among 2,495 internet users aged 18 - 54. source and both Acorn and Epinion as the authors. • Purpose: To understand Vietnamese internet users online buying and selling behaviour • Roles