THE MOBILEINTERNET CONSUMER VIETNAM 2013AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS

Preface

The Mobile Internet Consumer - Vietnam 2013 report produced by MMA & Vserv.mobi addresses the audience insights of the growing mobile internet user base in Vietnam.This report focuses on profiling the mobile web & app users, their purchasing power,lifestyle and consumption pattern.The findings and insights are drawn from a survey conducted in the six key countries - Indonesia, Malaysia, Philippines, Singapore,Thailand and Vietnam.

The Mobile Internet Consumer report is designed for media planners & brandadvertisers. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. It is created with the objective to help brands plan their media strategy for reaching the righttarget audience through Mobile Web & Apps. The Mobile Internet Consumerreport is available for India, Southeast Asia, Middle East & Africa and Latin America.

DEMOGRAPHICS

3THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |

SEA AVERAGE

19 %

28 %

32 %

21 %

Age

Less than 18 yrs

18-24 yrs

25-35 yrs

more than 35 yrs

18%

27%28%28% Vietnam has highest

proportion of less than 18 year old mobile internet users across SEA

Gender

Nearly 3 out of 4 mobileinternet users in Vietnamare men, highest ratio across SEA

37%FemaleMale

72% 28%

63 %* 37 %*

*SEA AVERAGE 4THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |

Education32% |

34% |

21% |

14% |Uneducated

Schooling upto 12 yrs

Diploma / Undergraduate

Graduate / Post Graduate

14% of mobile internet users in Vietnam areilliterates, highest in SEA

5THE MOBILE INTERNET CONSUMER - VIETNAM 2013 | *SEA AVERAGE

36 %*

27 %*

27 %*

10 %*

Occupation

1/3rd of mobile internet users in Vietnam are students6%

Currently not working /Retired

Student32%34% Full timejob

Housewives2%

12% $Part timejob

Self Employed Professional4%

Business10%

6%*

18%*41%*

4%*

10%*

8%*

13%*

6THE MOBILE INTERNET CONSUMER - VIETNAM 2013 | *SEA AVERAGE

CONSUMPTION PATTERN

Mobile content downloaded in the last month

Game / App Video Music Themes

70%51% 35% 38%

Over 50% of mobile internet users have downloaded a video on their mobile device in the last month

67%* 46%* 38%* 32%*

*SEA AVERAGE 8THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |

*SEA AVERAGE 9THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |

Users love mobile ads that help them... Game / App Video

Ringtone / Song Wallpaper / Screensaver

21% 32%

29%1/3rd of mobile ad viewers stated that a mobilead has helped them to locate something nearby

Download mobile content

Find a good deal on something

Learn about a brand

Locate something nearby

55%*57% |

42%*46% |

27%*33% |

36%*44% |

$

PURCHASING POWER

Product Ownership

Automobiles Payment CardsConsumer DurablesConnected Devices

Highest penetration of automobiles and credit/ debit card among mobile internet users in seen in Vietnam

43% 43% 31%

Computers

51%

Tablets

35%

11THE MOBILE INTERNET CONSUMER - VIETNAM 2013 | *SEA AVERAGE

39%* 29%* 38%* 32%* 23%*

*SEA AVERAGE

Affluent Lifestyle

Shopping Mall / Market

Movie Theatre

Restaurant

Higher proportion of mobile internet users from Vietnam went to a restaurant in the last month

12THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |

58%*58% |

50% | 47%*

45% | 41%*

About the study

The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based ona primary survey of over 3000 mobile web & app users. The survey was conductedusing random sampling for natural representation of the target group across 6 keycountries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailandand Vietnam. The overall Southeast Asia averages were weighted as per theregional composition of mobile internet users in each focus country.

To know more about The Mobile Internet Consumer report, please write to us atinsights@vserv.mobi or visit vserv.mobi/insights

About the Mobile Marketing Association (MMA)The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.

For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

About the study

The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based ona primary survey of over 3000 mobile web & app users. The survey was conductedusing random sampling for natural representation of the target group across 6 keycountries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailandand Vietnam. The overall Southeast Asia averages were weighted as per theregional composition of mobile internet users in each focus country.

To know more about The Mobile Internet Consumer report, please write to us atinsights@vserv.mobi or visit vserv.mobi/insights

About the Mobile Marketing Association (MMA)The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.

For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.

About Vserv.mobi

Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging markets.Vserv's pioneering technology AppWrapper powers One Click App Monetization for 20,000+ Appsacross platforms. AppWrapper is the World’s Simplest App Monetization - it enables premiumadvertising & innovative pricing models on any app, without coding, in just one click. Vserv’s othergame changing platform, AudiencePro, combines the scale of the Vserv.mobi globalMobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisers canreach their exact target audience across all mobile platforms. Vserv is the only Ad Network with Appmedia across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisersunparalleled reach and engagement. Built on superior technology, the Vserv Marketplace deliversexceptional ROI to advertisers as well as enhanced earnings to developers & publishers.

Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi