Moore vietnam digital landscape 2015 kho tài liệu marketing

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 fvdvdvhe llo 49.6% Male Nam Female Nữ 50.4% 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 Internet User increase more than times and number of Mobile Subscription increase 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 FANPAGE NO FANPAGE FANS Trần Khởi My 572 158 Võ Hoài Linh 122 134 M-TP 227 812 MC Trấn Thành 002 429 Hồ Quang Hiếu 998 478 Hội người thích đọc tin tức 24h 956 402 Khởi My 564 810 Góc Thư Giãn 412 233 Đông Nhi 401 813 10 Minh Hằng 389 605 36 SOCIAL MEDIA FACEBOOK FACEBOOK USER 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 User is increasing as 22 times over years 37 SOCIAL MEDIA FACEBOOK Millions FACEBOOK USER 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 Men 35 - 49 50 - 64 65+ Woman 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 Men Other Khác Woman 39 07 VIETNAM E-COMMERCE 40 E - COMMERCE REVENUE ESTIMATED VIETNAM B2C E-COMMERCE REVENUE 2014 VN Population 2014 % Internet User Estimated online buying value of one people 2014 % Internet User buying online Estimated B2C E-commerce Revenue 2014 90.73 million people 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 working as Officer are the main online buyer 42 E - COMMERCE USER ACTIVITIES INTERNET HELP PEOPLE MAKING PURCHASE DECISION 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 ONLINE SOURCE PEOPLE USE TO MAKE PURCHASE DECISION 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 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 08 APPENDIX 47 APPENDIX VIETNAM ADVERTISING LANDSCAPE 48 APPENDIX • • • • • • • • • • • • • • • REFFERENCE SOURCE 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 49 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 | 50 ... In Asia: Internet Users: 7th Digital Access Index: 0.31 Smartphone User: 15th 02 VIETNAM DIGITAL MARKETING OVERVIEW NETIZEN OVERVIEW POPULATION POPULATION BY GENDER fvdvdvhe llo 49.6% Male Nam