VIETNAM DIGITAL LANDSCAPE 2015
BY MOORE CORPORATION
1
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
VIETNAM IN GLOBAL CONTEXT
2
01
In Asia: Internet Users: 7th
Digital Access Index: 0.31
Smartphone User: 15th
3
In the world: Population: 14th
GDP Growth Rate: 2nd
Internet Penetration Rate: 39%
VIETNAM DIGITAL MARKETING
OVERVIEW
4
02
NETIZEN
5
OVERVIEW POPULATION
49.6%
50.4%
POPULATION BY GENDER
Nam
Nữ
31%
69%
POPULATION BY REGION
Urban
Rural
90,493,352
Total Population
fvdvd
vh
e
llo
Male
Female
8.00%
7.90%
8.20%
9.20%
8.50%
8.50%
7.90%
7.60%
7.30%
6.80%
6.20%
4.20%
2.80%
0-4
5--9
9--14
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
VIETNAM POPULATION STRUCTURE BY AGE
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 trend-
leaders
NETIZEN
6
OVERVIEW POPULATION
NETIZEN
7
OVERVIEW CHANGE FROM 2005 TO 2014
82.4
12.9 15.8
90.9
39.8
128.6
0
20
40
60
80
100
120
140
POPULATION INTERNET USER MOBILESUBSCRIPTION
Mil
lio
ns
VIETNAM CHANGES FROM 2005 TO 2014
2005
2014
Internet User increase more than 3 times and number of Mobile
Subscription increase 8 times in 2014 when comparing with ones in 2005
NETIZEN
8
OVERVIEW INTERNET USER
0.2 3.3
10.7
14.7 17.7
20.8 22.8
26.8
30.6
34.9 36.1
39.8
0.3% 4.0%
13.0%
17.6%
21.0%
24.5% 26.5%
30.8%
34.8%
39.3% 40.2%
43.8%
-
5
10
15
20
25
30
35
40
45
2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Millio
ns
VIETNAM INTERNET USER
The number of user Penetration rate of population-base
44% of Vietnam total population is Internet User
9
OVERVIEW BY DEVICE
4%
5%
36%
44%
93%
0% 20% 40% 60% 80% 100%
Internet Enable TV
Tablet
Smartphone
Computer
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
10
TIME SPENDING ON DEVICE OVERVIEW
69 MINUTUES
ON TV
169 MINUTUES
ON SMARTPHONE
160 MINUTES
ON LAPTOP
69 MINUTES
ON TABLET
113 MINUTUES
ON TV
168 MINUTUES
ON SMARTPHONE
108 MINUTES
ON LAPTOP
50 MINUTES
ON TABLET
VIETNAM
GLOBAL
Base: People access to device
ESTIMATED ONLINE ADVERTISING REVENUE 2014 IN VIETNAM
70% total online advertising revenue in Vietnam belongs to Google and Facebook
11
OVERVIEW ADVERTISING REVENUE
42%
27%
11%
8%
5% 3% 4%
Admicro
FPT
24H
VNG
Other
Source: Moore Estimation 2014
ONLINE POPULATION
DEMOGRAPHIC
12
03
95
70
35
18
15-24 25-34 35-49 50-64
VIETNAM INTERNET USER BY AGE
% Internet User Total Population by Age
Vietnam Internet User is dominated by
younger generation in 15-35 years old.
13
DEMOGRAPHIC BY AGE
Base: Urban internet user 15 – 64, n=5800
14
DEMOGRAPHIC BY GENDER
Base: Urban internet user 15-64, n=5800
43%
57%
VIETNAM INTERNET USER BY GENDER
Man
Woman
VIETNAM
INTERNET USER BEHAVIOR
15
04
16
USER BEHAVIOR BEHAVIOR THROUGH DEVICE
Base: Internet users (via computer, tablet or smartphone), n = 538
31%
21% 21%
11%
3%
0%
5%
10%
15%
20%
25%
30%
35%
Only via computer/tablet Only via Smartphone Via smartphone andcomputer/tablet equalty
Via smartphone moreoften than
computer/tablet
Via computer/tabletmore often than
smartphone
HOW DO PEOPLE GO ONLINE WITH DIFFERENT DEVICES?
MEDIA ACTIVITIES USER BEHAVIOR
17
DEVICE ACCESS BY TIME OF DAY
0%
5%
10%
15%
20%
25%
30%
35%
40%
Before 9am 9am - Before12pm
12pm - Before2pm
2pm - Before4pm
4pm - Before6pm
6pm - Before8pm
8pm - Before10pm
10pm Onwards
Desktop Laptop/Notebook Mobile Phone Table
8PM-10PM is peak time using Laptop and Mobile Phone
Base: online consumers 16+, n=1026
ONLINE ACTIVITIES USER BEHAVIOR
18
ONLINE ACTIVITIES BY TIME OF DAY
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Before 9am 9am - Before12pm
12pm - Before2pm
2pm - Before4pm
4pm - Before6pm
6pm - Before8pm
8pm - Before10pm
10pm Onwards
Social Media Online News Online Video (+ Internet TV) Online Shopping
Base: online consumers 16+, n=1026
ONLINE ACTIVITIES USER BEHAVIOR
19
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never
Rarely
Sometimes
Frequently
ONLINE ACTIVITIES OF 15-24 YEARS OLD
User in 15-24 years old spending more time for Social networking…..
Base: Urban Internet User, n=2970
ONLINE ACTIVITIES USER BEHAVIOR
20
ONLINE ACTIVITIES OF 25-34 YEARS OLD
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never
Rarely
Sometimes
Frequently
While user in 25-34 years old spending more time for reading newspaper.
Base: Urban Internet User, n=2970
ONLINE ACTIVITIES USER BEHAVIOR
21
ONLINE ACTIVITIES OF 35-45 YEARS OLD
Base: Urban Internet User, n=2970
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never
Rarely
Sometimes
Frequently
ONLINE VIDEO ACTIVITIES USER BEHAVIOR
22
WEEKLY ACCESS OF ONLINE VIDEO 2014
91% 85% 83% 81%
67%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Vietnam Philippines Thailand Indonesia Malaysia Singapore
Vietnam have the highest percentage of internet user
access in online video among Asia countries
Base: online consumers 16+, n=1026
ONLINE VIDEO ACTIVITIES USER BEHAVIOR
23
33% 37%
47% 48%
43%
2% 5%
3% 1% 0%
0%
10%
20%
30%
40%
50%
60%
16-20 21-29 30-39 40-49 50+
2014
2011
ONLINE VIDEO VIA MOBILE PHONE 2011-2014
Online Video accessed via mobile grow rapidly from 2011 to 2014
Base: online consumers 16+, n=1026
ONLINE VIDEO ACTIVITIES USER BEHAVIOR
24
TYPE OF VIDEO CLIP WATCHED BY USER-GENERATED CONTENT
41%
23%
18%
13% 13% 12% 12% 11% 10% 10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% urban Internet user 15-45
Music Videos is the most favorite ones of User-generated content…
Base: Urban Internet User, n=2970
ONLINE VIDEO ACTIVITIES USER BEHAVIOR
25
TYPE OF SITES PEOPLE USED TO WATCH ONLINE VIDEO
87%
12%
44%
15% 8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
An online videosite/app
A catch-up TVplayer
A social network A news ormahazinesite/app
Another type ofsite/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
VIETNAM MOBILE
26
05
“Mobile has driven an unprecedented behavioral and
cultural shift, providing utility, information and
connectivity at our fingertips”
27
MOBILE MOBILE USER
52% Vietnamese Mobile User use Smartphone
87% 87% 80% 75% 71%
52% 49%
23% 18%
13% 13% 20% 25% 29%
48% 51%
77% 82%
0%
20%
40%
60%
80%
100%
120%
SMARTPHONE NON-SMARTPHONE
PERCENTAGE OF SMARTPHONE USER
Base: Mobile User
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%
-
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2012 2013 2014 2015
VIETNAM 3G SUPCRIPTION
Số thuê bao 3G 3G trên tổng thuê bao di động
28
MOBILE 3G SUBSCRIPTION M
illio
ns
3G Subscriptions % 3G Subscriptions over total subscriptions
52%
48%
SMARTPHONE USER BY GENDER
MALE
FEMALE
29
MOBILE MOBILE USER
Base: Smartphone User, n=608
30
MOBILE MOBILE USER
Base: Smartphone User, n=608
62% 63%
47%
27%
0%
10%
20%
30%
40%
50%
60%
70%
16-24 25-34 35-44 45-64
SMARTPHONE USER BY AGE
31
MOBILE MOBILE USER
SMARTPHONE USER BY SEC
72%
50%
40% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
SEC A SEC B SEC C SEC D-F
Base: Smartphone User, n=608
32
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%
Windows 8 9% 8% 9% 8% 3% 4% 3% 9%
Windows 7 3% 2% 3% 1% 8% 2% 8% 0%
Symbian 2% 1% 4% 3% 2% 0% 2% 0%
BlackBerry
OS
0% 0% 1% 1% 0% 0% 0% 2%
WinMob 0% 0% 0% 0% 1% 0% 1% 0%
Bada 0% 0% 0% 1% 0% 0% 0% 0%
MOBILE OPERATING SYSTEM
Base: Online Customer 16+ who use a smartphone (N=883)
33
MOBILE MOBILE USER
ONLINEACTIVITIES PEOPLE DO ON THEIR SMARTPHONE
(at least weekly)
46%
45%
39%
34%
38%
25%
24%
12%
6%
4%
0% 10% 20% 30% 40% 50%
Social Network
Search
Music
Online Video
Email Checking
Game
Product Information…
Map Usage
Shopping
Electronic Banking
Base: Internet users (accessing via computer, tablet or smartphone), n=538
VIETNAM SOCIAL NETWORK
34
06
PLATFORMS SOCIAL MEDIA
35
94%
55%
36%
22% 20%
15%
57%
13% 13%
6% 5% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Zing Me Twitter LinkedIn Instagram Pinterest
Account ownership Active use (at least once at month)
TOP ACTIVIE PLATFORMS
Facebook and Zing are still the most popular social platforms in Vietnam
FANPAGE SOCIAL MEDIA
36
NO. FANPAGE FANS
1 Trần Khởi My 7 572 158
2 Võ Hoài Linh 7 122 134
3 M-TP 6 227 812
4 MC Trấn Thành 6 002 429
5 Hồ Quang Hiếu 5 998 478
6 Hội những người thích đọc tin tức 24h 5 956 402
7 Khởi My 5 564 810
8 Góc Thư Giãn 5 412 233
9 Đông Nhi 5 401 813
10 Minh Hằng 5 389 605
FACEBOOK SOCIAL MEDIA
37
FACEBOOK USER FROM 2011 TO 2015
1.4
8.5
19.6
27.0
31.3
-
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2-2011 10-2012 8-2013 12-2014 3-2015
Mill
ions
Number of Facebook User is increasing as 22 times over 5 years
38
FACEBOOK USER BY AGE
1.40
8.80
5.00
1.74
0.30 0.14
1.40
7.60
3.80
0.86
0.22 0.05 -
1
2
3
4
5
6
7
8
9
10
13 - 15 15 - 24 25 - 34 35 - 49 50 - 64 65+
Mil
lio
ns
Men Woman
FACEBOOK SOCIAL MEDIA
Facebook User is nominated by Male
39
FACEBOOK USER BY LOCATION
3.20 3.40
0.34 0.26 0.36
9.82
2.80 3.00
0.32 0.24 0.30
7.27
-
2
4
6
8
10
12
Ho Chi Minh Ha Noi Da Nang Can Tho Hai Phong Khác
Millio
ns
Men Woman
FACEBOOK SOCIAL MEDIA
Other
VIETNAM E-COMMERCE
40
07
REVENUE E - COMMERCE
41
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
DEMOGRAPHIC E - COMMERCE
42
41%
59%
By Age
Male Female41%
7%
37%
15%
Officer BusinessOwer
Student Other
By Job
Women and people who working as Officer are the main online buyer
Base: Internet users | Answering based on a recent purchase, n=3018
USER ACTIVITIES E - COMMERCE
43
INTERNET HELP PEOPLE MAKING PURCHASE DECISION BY
21%
30%
60%
20%
39%
25% 29% 29%
13%
0%
10%
20%
30%
40%
50%
60%
70%
USER ACTIVITIES E - COMMERCE
44
ONLINE SOURCE PEOPLE USE TO MAKE PURCHASE DECISION
40%
27% 26%
17%
8%
14%
2%
11% 11%
6% 7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
On brandwebsite
On retaileswebsite
Socialnetworks
Onlinevides site
Brandpages on
socialnetworks
site
Advicesites/reviewsites/
forums/blogs
Auction orclassifieds
site
Pricecomparison
website
Onlinemagazines/news sites
Email Other onlineinformation
source
Base: Internet users | Answering based on a recent purchase, n=3428
HOW PEOPLE HEAR ABOUT THE PRODUCT THEY PURCHASED
USER ACTIVITIES E - COMMERCE
33% 31%
13% 13%
9%
0%
5%
10%
15%
20%
25%
30%
35%
Previousexperiences
Discussionswith other
people
Pre-purchaseresearch
Throughtadvertising
None of these
45 Base: Internet users | Answering based on a recent purchase (in select categories) researched online
HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM
ADVERTISING?
USER ACTIVITIES E - COMMERCE
47%
26%
0%
5% 8%
2% 0%
9%
2%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Online Tivi Radio Poster Tạp chí/báo
Email Mail Instoreads
Khác
46 Base: Internet users | Answering based on a recent purchase | Became aware of product through advertising, n=533
APPENDIX
47
08
48
VIETNAM ADVERTISING LANDSCAPE APPENDIX
49
REFFERENCE SOURCE 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
50
CONTACT
NGUYEN XUAN DONG
Vice Managing Director
098 999 5145
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 |