Vn internet user behavior 2016

Vietnam Internet User’s Behavior Q1/2016 MARCH, 2016

Content Overview

Behavior in Search Network

BehaviorinSocialNetwork

BehaviorinMobileNetwork

BehaviorinE-commerce

BehaviorinRegional

1.OVERVIEW

4

INTERNETUSERS

0.3%4.0%

13.0%17.6%

21.0%24.5% 26.5%

30.8%34.8%

39.3% 40.2%43.8%

47.8%

0%

10%

20%

30%

40%

50%

60%

2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Withsignificantgrowthoveryears,in2015InternetUsersaccountfor48%VietnamTotalPopulaSon

PERCENTAGEOFINTERNETUSEROVERPOPULATION

Source:AccumulatedbyMoore,2015Base:TotalPopula<on

BesidesthesharpincreasingofInternetUser,Mobile3Gremarkedwithmeaninggrowthin2015comparedwith2005.Mobilenowhasmorepowerthanever.

5

CHANGESFROM2005TO2015

82.4

12.9

0

92.0

43.9

29.3

0

10

20

30

40

50

60

70

80

90

100

POPULATION INTERNETUSERS MOBILE3G

Millions

VIETNAMCHANGESFROM2005TO2015

2005

2015

Source:AccumulatedbyMoore,2015

4% 5%

36%44%

93%

8%12%

55%46%

93%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

InternetTV Tablet Smartphone Computer MobilePhone

“Movingscreen”suchasSmartphoneandTabletprovethehighlightexpansionfromyeartoyear,inwhichremarkablychangepeople’sbehaviorinMediaconsumpSon.

Source:Google,2015Base:TotalPopula<on 6

2014 2015

52%

140%100%

DEVICEPEOPLEUSE

DEVICE USED IN 2014 AND 2015

5.55.1

6.3

5.2 5.2

3.9

4.7

4.13.7

3.3 3.22.7 2.6

2.3

0

1

2

3

4

5

6

7

Thailand Malaysia Philippines Indonesia Vietnam China Singapore

PC-TSOI Mobile-TSOI

7

TIMESPENDINGONINTERNET(TSOI)

Source:GlobalWebIndex,Q4.2014

Ataverage,VietnamInternetUserspendsabout5.2honPCand2.7honMobile

2.BEHAVIORINSEARCHNETWORK

92%

VietnameseInternetUseruseGoogleSearch

Source:GoogleBarometer2015





Source:BusinesstoCommunity,2016





3.BEHAVIORINSOCIALNETWORK

BEHAVIOR IN SOCIAL NETWORK ◦  SocialnetworkingisthemostpopularonlineacSviSyamongst15to24yearolds,with97%ofinternetusersinthisagerangeusingsocialmedia.

(source:Nielson)◦  Morethanthreequarter(79%)ofVietnam’sinternetusershave“liked”orfollowedabrand,companyorcelebrityonasocialnetworkingsite

(Source:Nielson)◦  Vietnam’slargestsocialnetworkingsiteisZingwith6.8millionusers

(Source:wearesocial)

BEHAVIOR IN SOCIAL NETWORK WhouseSocialNetwork?

13-1719%

18-2439%

25-3430%

35-448%

45-654%

FACEBOOKUSERSBYGENDER

Male46%

Female54%

FACEBOOKUSERSBYAGE

BEHAVIOR IN SOCIAL NETWORK WhouseSocialNetwork?

13-1720%

18-2454%

25-3418%

35-445%

45-653%

Male35%

Female65%

750,000Users

BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?◦  ThreequartersofVN’sinternetuserssaytheydo

notmindreceivingonlineadsaslongastheyarerelevanttotheirinterestsandneeds

◦  18%ofonlineVietnamesediscussandposttheir

ownreviewsaboutbrands,productsorservice.47%readotherpeople’scomments

(source:Nielson)

Source:DIMarke<ng,10/2015

BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?
















4.BEHAVIORINMOBILE

4. BEHAVIOR IN MOBILE  Whotheyare?

76%

70%

57%

34%

19%

0% 20% 40% 60% 80%

Under25

25-34

35-44

45-54

55andover

SMARTPHONE USERS BY AGE

52% 48% MALE

FEMALE

SMARTPHONE USERS BY GENDER

Source:Nielsen,2014;VSERV,2013

4. BEHAVIOR IN MOBILE  Whoaretheplayers?

Source:Appota,2015

4. BEHAVIOR IN MOBILE NETWORK  Whatdotheydo?

Source:GoogleStudy,2015

6%

13%

23%

23%

28%

43%

54%

56%

59%

0% 10% 20% 30% 40% 50% 60% 70%

PurchaseProducts/services

MapsandDirecSons

ProductInformaSonSearching

CheckEmail

PlayGame

ListentoMusic

WatchOnlineVideo

UseSearchEngine

VisitSocialNetwork

ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly)

4. BEHAVIOR IN MOBILE  Whatdotheydo?







Source:FourCsofVietnamMobileAdvertising-Epinion,2015







5.BEHAVIORINE-COMMERCE

5. BEHAVIOR IN E-COMMERCE  58%ofonlineusersinVitenamturntotheinternetresearchinformaSononproductesbeforebuyingthem

 (source:VCCI)

 30millionVietnameseonlineusershavevisitedonlineaucSonorshoppingsites

 (source:wearesocial)

5. BEHAVIOR IN E-COMMERCE  Whatdotheydo?







81

19

No Yes

Past 3 months online purchase (including CoD):

85%

Clothing

27% 9% 9%

Fashion accessories

Home appliances

Personal grooming/ cosmetics

products

6%

Food / online delivery

4% 2% 2%

Voucher at restaurant / cafe

Personaldevices

Others

Online items purchased

Source:VietnamDigitalLandscape2015


Source:VietnamDigitalLandscape2015

HOWPEOPLEHEARABOUTTHEPRODUCTTHATTHEYPURCHASED

40%

25%

13% 12%8%

0%5%10%15%20%25%30%35%40%45%

2%5%6%6%12%

24%43%

EmailOthers

Magazine/NewspaperPoster

InstoreadsTivi

Online

HOWDIDPEOPLEFIRSTHEARABOUTTHEPRODUCT/OFFERFROMADVERTISING?

6.BEHAVIORINREGIONAL

5. BEHAVIOR IN REGIONAL

Metro • HaNoi • HoChiMinh

Tier1 • HaiPhong • DaNang • NhaTrang • CanTho

Tier2 •  ThaiNguyen •  ThanhHoa • QuyNhon • AnGiang • DongNai • VungTau

Across12CiSes

5. BEHAVIOR IN REGIONAL ◦  InternetpenetraSoninovercountry

Source:Cimigo

5. BEHAVIOR IN REGIONAL ◦  ThereisanstrongincreasingmobileusersinTier2

Source:Cimigo

5. BEHAVIOR IN REGIONAL ◦  Therearesomedifferencesinareastheyusetheinternet

Source:Cimigo

5. BEHAVIOR IN REGIONAL ◦  OnlinecommunicaSontrendsinMetro◦  SocialnetworkismoredominantthanforumandblogsinMetro

Source:Cimigo

THANK YOU