Moore vietnam digital landscape 2015

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 01 VIETNAM IN GLOBAL CONTEXT 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 02 VIETNAM DIGITAL MARKETING OVERVIEW 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% 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 14 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 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 trendleaders NETIZEN OVERVIEW CHANGE 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 POPULATION INTERNET USER MOBILE SUBSCRIPTION Number of Internet Users increases more than times and number of Mobile Subscription increases times in 2014 when comparing with ones in 2005 NETIZEN OVERVIEW INTERNET USER Millions VIETNAM INTERNET USER 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 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 user Penetration rate of population-base 44% of Vietnam total population is Internet User OVERVIEW BY DEVICE WHICH DEVICE PEOPLE USE? Mobile Phone 93% Computer 44% Smartphone 36% Tablet 5% Internet Enable TV 4% 0% 20% 40% 60% 80% 100% Mobile Phone continues to become the No.1 Device of Population Base: Total Online and Offline Population, n = 1000 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 years 37 SOCIAL MEDIA FACEBOOK Millions FACEBOOK USERS BY AGE 10 8.80 7.60 5.00 3.80 1.40 1.74 1.40 0.86 0.30 0.22 0.14 0.05 13 - 15 15 - 24 25 - 34 Male 35 - 49 50 - 64 65+ Female Facebook User is nominated by Male 38 SOCIAL MEDIA FACEBOOK Millions FACEBOOK USER BY LOCATION 12 9.82 10 7.27 3.20 2.80 3.40 3.00 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 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 41 E - COMMERCE By Age Male Female DEMOGRAPHIC By Job 41% 37% 15% 41% 7% 59% Officer Business Ower Student Other Women and people who work as Officers are the main online buyers 42 E - COMMERCE USER ACTIVITIES INTERNET HELPS PEOPLE TO MAKE PURCHASING DECISIONS BY 70% 60% 60% 50% 39% 40% 30% 30% 21% 20% 29% 29% 25% 20% 13% 10% 0% 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 45% 40% 40% 35% 30% 27% 26% 25% 20% 17% 14% 15% 11% 10% 11% 8% 6% 5% 7% 2% 0% On brand On retailes website website Social networks Online vides site Brand pages on social networks site Advice sites/ review sites/ forums/ blogs Auction or Price Online classifieds comparison magazines/ site website news sites Email Other online information source 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 35% 33% 31% 30% 25% 20% 15% 13% 13% 9% 10% 5% 0% 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 E - COMMERCE USER ACTIVITIES HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM ADVERTISING? 50% 47% 45% 40% 35% 30% 26% 25% 20% 15% 9% 8% 10% 5% 5% 2% 0% 0% Online Tivi Radio Poster Tạp chí/báo Email 2% 0% Mail Instore ads Khác 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 • • • • • • • • • • • • • • • 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 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 [...]... belongs to Google and Facebook 11 Source: Moore Estimation 2014 03 ONLINE POPULATION DEMOGRAPHIC 12 DEMOGRAPHIC BY AGE VIETNAM INTERNET USER BY AGE Vietnam Internet User is dominated by young generation in 15-35 years old 95 70 35 18 15-24 25-34 % Internet User 35-49 50-64 Total Population by Age Base: Urban internet user 15 – 64, n=5800 13 DEMOGRAPHIC BY GENDER VIETNAM INTERNET USER BY GENDER 43% 57%... 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 Base: People access to device OVERVIEW ADVERTISING REVENUE ESTIMATED 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. .. 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 User MOBILE 3G SUBSCRIPTION VIETNAM 3G SUPCRIPTION 35.0 25.0% 21.4% 30.0 19.8% Millions... Base: Urban Internet User, 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 user access in online video among Asia countries 22 Base: online consumers 16+, n=1026 USER BEHAVIOR ONLINE VIDEO ACTIVITIES... 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 are still the most popular social platforms in Vietnam 35 ... SUBSCRIPTION VIETNAM 3G SUPCRIPTION 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 %trên 3G Subscriptions total subscriptions 3G tổng thuê bao over di động 28 MOBILE MOBILE USER SMARTPHONE USER BY GENDER 48% MALE 52% FEMALE 29 Base: Smartphone User, n=608 MOBILE MOBILE USER SMARTPHONE... 35-49 50-64 Total Population by Age Base: Urban internet user 15 – 64, n=5800 13 DEMOGRAPHIC BY GENDER VIETNAM INTERNET USER BY GENDER 43% 57% Base: Urban internet user 15-64, n=5800 Male Female 14 04 VIETNAM INTERNET USER 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 ... 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. .. [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. .. APPENDIX VIETNAM ADVERTISING LANDSCAPE 49 APPENDIX • • • • • • • • • • • • • • • REFFERENCE SOURCES Vietnam Internet Network Information Center, 2000 – 2012 Meet the new media consumer in Vietnam