moore vietnam digital landscape-2015

VIETNAM DIGITAL LANDSCAPE 2015

BY MOORE CORPORATION

0

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

1

VIETNAM IN GLOBAL CONTEXT

01

2

In Asia: Internet Users: 7th

Digital Access Index: 0.31

Smartphone User: 15th

In the world: Population: 14th

GDP Growth Rate: 2nd

Internet Penetration Rate: 39%

3

VIETNAM DIGITAL MARKETING

OVERVIEW

02

4

NETIZEN 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

5

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

OVERVIEW POPULATION

6

NETIZEN

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

Number of Internet Users increases more than 3 times and number of

Mobile Subscription increases 8 times in 2014 when comparing with ones

in 2005 7

NETIZEN

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

8

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 9

TIME SPENDING ON DEVICE OVERVIEW

69 MINUTES

ON TV

169 MINUTES

ON SMARTPHONE

160 MINUTES

ON LAPTOP

69 MINUTES

ON TABLET

113 MINUTES

ON TV

168 MINUTES

ON SMARTPHONE

108 MINUTES

ON LAPTOP

50 MINUTES

ON TABLET

VIETNAM

GLOBAL

Base: People access to device 10

ESTIMATED VIETNAM ONLINE ADVERTISING REVENUES IN 2014

70% total online advertising revenue in Vietnam belongs to Google and Facebook

OVERVIEW ADVERTISING REVENUE

42%

27%

11%

8%

5% 3% 4%

Facebook

Google

Admicro

FPT

24H

VNG

Other

Source: Moore Estimation 2014 11

ONLINE POPULATION

DEMOGRAPHIC

03

12

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

young generation in 15-35 years old.

DEMOGRAPHIC BY AGE

Base: Urban internet user 15 – 64, n=5800 13

DEMOGRAPHIC BY GENDER

Base: Urban internet user 15-64, n=5800

43%

57%

VIETNAM INTERNET USER BY GENDER

Male

Female

14

VIETNAM

INTERNET USER BEHAVIOR

04

15

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?

16

MEDIA ACTIVITIES USER BEHAVIOR

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 17

ONLINE ACTIVITIES USER BEHAVIOR

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



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Never

Rarely

Sometimes

Frequently

ONLINE ACTIVITIES OF 15-24 YEARS OLD

Users in 15-24 years old spending more time on Social networking…..

Base: Urban Internet User, n=2970 19



0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Never

Rarely

Sometimes

Frequently

While users in 25-34 years old spending more time on reading newspaper.




Base: Urban Internet User, n=2970

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Never

Rarely

Sometimes

Frequently

21

ONLINE VIDEO ACTIVITIES USER BEHAVIOR

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 has the highest percentage of internet user access in online video

among Asia countries



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 grown rapidly from 2011 to 2014



TYPES 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 Video is the most favorite ones of User-generated content…



TYPES 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 25

VIETNAM MOBILE

05

“Mobile has driven an unprecedented behavioral and

cultural shift, providing utility, information and

connectivity at our fingertips”

26

MOBILE MOBILE USER

52% Vietnamese Mobile Users 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 27

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

MOBILE 3G SUBSCRIPTION M

illio

ns

3G Subscriptions % 3G Subscriptions over total subscriptions

28

52%

48%

SMARTPHONE USER BY GENDER

MALE

FEMALE

MOBILE MOBILE USER

Base: Smartphone User, n=608 29

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 USERS BY AGE

30

MOBILE MOBILE USER

SMARTPHONE USERS 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 31

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)

32

MOBILE MOBILE USER

ONLINE ACTIVITIES WHICH 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 33

VIETNAM SOCIAL NETWORK

06

34

PLATFORMS SOCIAL MEDIA

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 ACTIVE PLATFORMS

Facebook and Zing are still the most popular social platforms in Vietnam

35

FANPAGE SOCIAL MEDIA

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

36

FACEBOOK SOCIAL MEDIA

NUMBER OF FACEBOOK USERS 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 Users is increasing as 22 times over 5 years

37

FACEBOOK USERS 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

Male Female


Facebook User is nominated by Male

38

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

Male Female


Others

39

VIETNAM E-COMMERCE

07

40

REVENUE E - COMMERCE

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

DEMOGRAPHIC E - COMMERCE

41%

59%

By Age

Male Female41%

7%

37%

15%

Officer BusinessOwer

Student Other

By Job

Women and people who work as Officers are the main online buyers

42

Base: Internet users | Answering based on a recent purchase, n=3018

USER ACTIVITIES E - COMMERCE

INTERNET HELPS PEOPLE TO MAKE PURCHASING DECISIONS BY

21%

30%

60%

20%

39%

25% 29% 29%

13%

0%

10%

20%

30%

40%

50%

60%

70%

43


THE ONLINE SOURCES PEOPLE USE TO MAKE PURCHASING DECISIONS

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 44

HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED


33% 31%

13% 13%

9%

0%

5%

10%

15%

20%

25%

30%

35%

Previousexperiences

Discussionswith other

people

Pre-purchaseresearch

Throughtadvertising

None of these

Base: Internet users | Answering based on a recent purchase (in select categories) researched online 45

HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM

ADVERTISING?


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

Base: Internet users | Answering based on a recent purchase | Became aware of product through advertising, n=533 46

WHAT DID PEOPLE DO ONLINE AFTER COMPLETING THEIR PURCHASE?


Base: Internet users | Answering based on a recent purchase | n = 3428 47

28%

18%

14%

52%

0%

10%

20%

30%

40%

50%

60%

Shared purchaseexperiences on social

network(s)

Posted reviews / ratingsabout the purchase

Looked for the help on set-up / product usage

None of these

APPENDIX

08

48

VIETNAM ADVERTISING LANDSCAPE APPENDIX

49

REFFERENCE SOURCES 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

[email protected]

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