Moore vietnam digital landscape 2015

TABLE OF CONTENT [1] VIETNAM IN A GLOBAL CONTEXT [2] VIETNAM DIGITAL MARKET OVERVIEW [3] ONLINE POPULATION DEMOGRAPHIC [4] VIETNAM INTERNET USER BEHAVIOR... POPULATION INTERNET USER M

VIETNAM

DIGITAL LANDSCAPE 2015

BY MOORE CORPORATION

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TABLE OF CONTENT

[1] VIETNAM IN A GLOBAL CONTEXT

[2] VIETNAM DIGITAL MARKET OVERVIEW

[3] ONLINE POPULATION DEMOGRAPHIC

[4] VIETNAM INTERNET USER BEHAVIOR

VIETNAM IN GLOBAL CONTEXT

01

2

VIETNAM DIGITAL MARKETING

OVERVIEW

02

4

5

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

POPULATION INTERNET USER MOBILE

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

7

VIETNAM INTERNET USER

The number of user Penetration rate of population-base

44% of Vietnam total population is Internet User

8

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 9

TIME SPENDING ON DEVICE

ESTIMATED VIETNAM ONLINE ADVERTISING REVENUES IN 2014

70% total online advertising revenue in Vietnam belongs to Google and Facebook

24H VNG Other

Source: Moore Estimation 2014

11

ONLINE POPULATION

DEMOGRAPHIC

03

12

VIETNAM INTERNET USER BY AGE

% Internet User Total Population by Age

Vietnam Internet User is dominated by young generation in 15-35 years old

Base: Urban internet user 15 – 64, n=5800 13

14

VIETNAM

INTERNET USER BEHAVIOR

04

15

USER BEHAVIOR BEHAVIOR THROUGH DEVICE

Base: Internet users (via computer, tablet or smartphone), n = 538

Via computer/tablet more often than smartphone

HOW DO PEOPLE GO ONLINE WITH DIFFERENT

DEVICES?

16

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

17

2pm - Before 4pm

4pm - Before 6pm

6pm - Before 8pm

8pm - Before 10pm

10pm Onwards

Social Media Online News Online Video (+ Internet TV) Online Shopping

Base: online consumers 16+, n=1026

18

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

19

While users in 25-34 years old spending more time on reading newspaper

Base: Urban Internet User, n=2970

20

ONLINE ACTIVITIES

USER BEHAVIOR

ONLINE ACTIVITIES OF 35-45 YEARS OLD

Base: Urban Internet User, n=2970

21

ONLINE VIDEO ACTIVITIES

among Asia countries

Base: online consumers 16+, n=1026

22

ONLINE VIDEO ACTIVITIES

ONLINE VIDEO VIA MOBILE PHONE 2011-2014

Online Video accessed via mobile grown rapidly from 2011 to 2014

Base: online consumers 16+, n=1026

23

ONLINE VIDEO ACTIVITIES

% urban Internet user 15-45

Music Video is the most favorite ones of User-generated content…

Base: Urban Internet User, n=2970

24

ONLINE VIDEO ACTIVITIES

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

25

MOBILE MOBILE USER

52% Vietnamese Mobile Users use Smartphone

PERCENTAGE OF SMARTPHONE USER

Base: Mobile User

27

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%

52%

48%

SMARTPHONE USER BY GENDER

MALE FEMALE

Base: Smartphone User, n=608

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MOBILE MOBILE USER

Base: Smartphone User, n=608

MOBILE MOBILE USER

SMARTPHONE USERS BY SEC

Base: Smartphone User, n=608

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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%

Base: Online Customer 16+ who use a smartphone (N=883)

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MOBILE MOBILE USER

ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE

(at least weekly)

Game Product Information…

Map Usage Shopping Electronic Banking

Base: Internet users (accessing via computer, tablet or smartphone), n=538

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VIETNAM SOCIAL NETWORK

06

34

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

35

FACEBOOK USERS BY AGE

7.60

3.80

0.86

0.22 0.05 -

FACEBOOK USER BY LOCATION

VIETNAM E-COMMERCE

07

40

Estimated online buying value of one people 2014

% Internet Users buying online

Estimated B2C E-commerce Revenue 2014

USD

41

Base: Internet users | Answering based on a recent purchase, n=3018

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

44

HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED

Discussionswith otherpeople

Pre-purchaseresearch

Throughtadvertising

None of these

Base: Internet users | Answering based on a recent purchase (in select categories) researched online

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HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM

WHAT DID PEOPLE DO ONLINE AFTER COMPLETING THEIR PURCHASE?

Posted reviews / ratings about the purchase

Looked for the help on

set-up / product usage

None of these

APPENDIX

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48

VIETNAM ADVERTISING LANDSCAPE

APPENDIX

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REFFERENCE SOURCES

APPENDIX

• 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

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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 | 51