Vietnam digital landscape_2013_groupm

754 views
593 views

Published on

tình tình về internet Việt Nam năm 2013 theo báo cáo của GroupM

Published in: Marketing, Travel, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
754
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
38
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Vietnam digital landscape_2013_groupm

  1. 1. Vietnam Digital Landscape 2013 current Last updated 16 September 2013
  2. 2. Contents ! Vietnam in a global context ! Population profile by urban penetration & by age ! Internet subscribers ! Online activities ! Leading websites ! Social network sites ! Online video ! Telephone subscribers ! Online advertising expenditure
  3. 3. Vietnam has… •  the 14th biggest population in the world •  the 63th fastest growing economy •  the 17th highest number of Internet users •  the 5th highest Internet penetration (35.6%) in South East Asia •  the 8th highest number of mobile phone subscribers in the world Sources: CIA Factbook, September 2013, VNNIC, for Nov 2012
  4. 4. Headline profile changes from the 2009 Census +11.8% +13.2% 0 10 20 30 40 50 60 70 80 Female Male 1999 2009 +40.7% + 3.7% 0 10 20 30 40 50 60 70 80 Urban Rural 1999 2009 Total population grown from 76.3m in 1999 to 85.8m in 2009 = +12.5%. There has also been a significant migration from rural to urban areas. Source: Government Statistics Office of Vietnam - Census Date: 1 Apr 2009
  5. 5. Vietnam’s population is excitingly young 0 10 20 30 40 50 60 70 80 90 100 % of total population 25% 20% 17% 15% 17% 6% 65+ 45-64 35-44 25-34 15-24 0-14 Vietnam’s median age is currently 28.7 years Source: CIA website July 2013 Latest population estimates (July 2013) show 92.477m, comprising 46.272m females and 46.205m males
  6. 6. % of Provincial Population Urban Over 65% 3 provinces* 41 – 64% 7 provinces** 30 – 40% 7 provinces 17 – 29% 24 provinces 0 – 16% 22 provinces Source: Government Statistics Office of Vietnam Latest population estimates for 2012 show 88.78m population, of whom 28.36m are classified as living in urban areas (31.9% of total population), a rise of 6.94% since 2010. 60.41m live in rural areas, a net zero change since 2010. Unemployment rate* reduced to 1.99% (2011 = 2.27%). *within labour age group; urban 3.2% and rural 1.4%. *The municipalities of Da Nang, HCMC and Can Tho **Includes the municipalities of Hanoi and Hai Phong
  7. 7. Shift in Media usage 2010 – 2013 124 84 39 16 16 FTA TV Internet Newspapers Magazines Radio 2012 2013 Between 2010 and 2013 the daily average time spend on watching TV has decreased (from 134min to 135min), while the average time spend on the Internet has increased (from 74min to 128min). Source: 3D 2013 (2,970) and 3D 2012 (3,010) urban adults aged 15-45 135 128 46 48 49
  8. 8. Internet Subscribers Vietnam
  9. 9. Internet Penetration in South East Asia (China 40%) Excl. Hong Kong (68%) Brunei 78% Vietnam 35.6%* Thailand 36% Malaysia 61% Singapore 75% Indonesia 22% Philippines 32% Vietnam has one of the fastest growing and highest penetration of Internet Users in South East Asia. All Asia = 27.5% All Europe = 63.2% N. America = 78.6% Australia = 88.8% Laos 8% Cambodia 16% Myanmar 1% (Japan 79%)) (Taiwan 69%) Vietnam reached: 10% in Sep 2005 20% in July 2007 30% in Sep 2010 Source world comparison: Internet World Statistics (IWS) Source SE Asia comparison: We Are Social, Mar 2013 * Vietnam source: VNNIC for November2012
  10. 10. Internet Usage Penetration of Vietnam population 3.8 7.7 12.9 17.7 22.0 24.4 26.6 31.1 35.1 0 5 10 15 20 25 30 35 40 2003 Dec 2004 Dec 2005 Dec 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec % of population Yr End Totals No. of Users % YoY growth 2003 3,098,007 2004 6,345,049 +105% 2005 10,710,980 + 69% 2006 14,683,783 + 37% 2007 18,551,409 + 26% 2008 20,834,401 + 12% 2009 22,779,887 + 9% 2010 26,784,035 +18% 2011 30,552,417 +14% November 2012: 31,304,211 users = 35.6% penetration (+2.6% YoY) Source: VNNIC for Nov 2012
  11. 11. Growth in Internet and Broadband user numbers 0.21 0.52 1.29 2.05 2.97 3.64 4.08 4.29 4.30 4.31 4.33 10.50 14.16 17.26 18.78 19.81 23.14 26.47 26.57 26.73 26.88 26.98 0.00 5.00 10.00 15.00 20.00 25.00 30.00 35.00 2005 Dec 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Mar 2012 Jun 2012 Sep 2012 Nov Broadband subscribers Other users Source: VNNIC for November 2012, Vietnam Telecommunications Authority (VNTA) for July 2013 The GSO and VNNIC have stopped publishing monthly subscriber data since Nov 2012, but the VNTA has released detailed broadband subscriber data for 2013. The number of broadband subscribers now stands at 4.76 million equivalent to 5.4% of the population
  12. 12. Broadband Internet Subscribers 2013 0.5 1.3 2.0 3.0 3.6 4.1 4.3 4.8 0 2 4 6 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Dec 2013 Jul Broadband subscribers 57.427.3 9.3 2.4 2.0 1.6 % market share VNPT FPT Viettel SCTV CMC Telecom Source: Vietnam Telecommunications Authority (VNTA) Millions Of 4,880,428 broadband subscribers as of July 2013, 89% were accessing through xDSL Broadband, 5% through Fiber-to-the-home (FTTH) optical cable, 4% through cable TV [of whom SCTV 67% CMC 33%] and 3% through leased line.
  13. 13. Profile of urban Internet users age 15-45 16 22 20 25 19 20 16 14 29 19 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Urban Popn Internet Users 35-45 30-34 25-29 20-24 15-19 Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months 27% 37% 24% 10% 2% SEC of Internet users (Index compared to total urban popn.) A (123) B (112) C (98) D (59) E (51) 30% 31% 25% 8% 6% Occupation of Internet users Student Employed - professional/office Employed - other Housewife Unemployed Average age: 29.1 26.7
  14. 14. Profile of urban Internet users by age and gender 0 20 40 60 80 100 Age 15-24 Age 25-34 Age 35-45 51 49 49 49 51 51 Male Female 51% 49% Gender of Internet users Male Female Gender profile of internet users per age group Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months %
  15. 15. Internet penetration by city and age (accessed last 3 months) % Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months 84 58 58 70 52 59 94 79 85 92 81 79 88 54 53 70 47 72 65 38 28 42 24 30 0 20 40 60 80 100 Hanoi HCMC Da nang Nha trang Can tho Hai phong Total Age 15-24 Age 25-34 Age 35-45
  16. 16. Average time and frequency spent online by age 61 70 72 70 16 13 14 14 18 12 9 11 3 4 4 4 2 1 1 1 0 20 40 60 80 100 35-45 25-34 15-24 All 15-45 Everyday 4-6 days a week 2-3 days a week Once a week Less often Frequency use Internet 135 141 114 123 130 115 0 20 40 60 80 100 120 140 160 Age 15-24 Age 25-34 Age 35+ Male Female Minutes per average day Internet usage continues to increase, with an average of 97 minutes a day in 2008, to 129 minutes a day in 2010, and 133 minutes a day in 2012, and a bit down to 129 minutes a day in 2013 Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
  17. 17. When & where access Internet 15 19 16 18 29 40 3 1 24 0 5 10 15 20 25 30 35 40 45 When usually use internet86 38 17 15 13 9 9 3 4 1 2 85 14 17 7 14 8 11 4 3 1 4 0 10 20 30 40 50 60 70 80 90 100 Weekdays Weekends % of Internet users accessing ‘At home’ has grown to 85% from 74% in 2010, 56% in 2008 and 25% in 2006. A gradually decrease in percentage of accessing the Internet at ‘Internet shop/ café’ (17% in 2013, 21% in 2010, 35% in 2008 and 65% 2006) % % Where access the internet Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
  18. 18. Online activities Vietnam
  19. 19. Online activities Age 15-24 59 57 45 39 35 35 28 28 25 18 18 18 16 16 15 14 12 11 29 22 28 27 28 28 27 31 28 18 28 20 26 25 30 15 24 15 6 4 10 11 9 12 13 10 14 10 14 17 16 10 17 9 18 10 6 17 17 23 28 25 32 31 33 54 40 45 42 49 38 62 46 64 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Frequently Sometimes Rarely Never Source: 3D 2013 Base: 771 adults aged 15-24 who used internet in last 3 months
  20. 20. 50 46 43 42 41 40 23 21 19 16 16 16 15 14 14 12 12 11 24 29 25 24 22 31 20 20 20 23 36 31 29 21 26 29 10 23 14 6 10 6 11 6 8 16 16 11 16 11 14 14 16 15 14 5 12 10 20 15 26 23 31 21 41 43 50 46 37 39 42 48 45 45 73 53 70 0 10 20 30 40 50 60 70 80 90 100 Frequently Sometimes Rarely Never Source: 3D 2013 Base: 651 adults aged 25-34 who used internet in last 3 months Online activities Age 25-34
  21. 21. 45 41 41 37 31 21 21 19 18 16 16 12 12 12 9 8 5 5 3 16 21 24 17 22 13 16 17 20 15 18 16 14 14 25 21 17 18 9 8 9 6 8 11 7 10 12 12 13 12 11 15 12 12 8 11 12 10 31 29 29 37 37 59 53 52 50 56 54 61 59 62 54 63 67 65 78 0 10 20 30 40 50 60 70 80 90 100 Frequently Sometimes Rarely Never Source: 3D 2013 Base: 390 adults aged 35-45 who used internet in last 3 months Online activities Age 35-45
  22. 22. Most popular Web Searches Rank Top Searches, last 30 days Rising Searches, last 30 days 1 Facebook Gui cho anh (+300%) 2 Phim (movies) Phuong my chi (+150%) 3 Nhac (music) Patch fifa 2.0 (+120%) 4 Bao (newspapers) Vietnam airlines (+80%) 5 Tin (news) Livescore (+70%) 6 Game Phimdem.com (+60%) 7 Truyen (stories) Thoi tiet (+60%) 8 Youtube Diem chuan (+50%) 9 Google Ioe (+50%) 10 Zing (social network) Thegioididong (+50%) Source: Google Insights for Search as at 4 September 2013
  23. 23. Top Online Interests Source: Comscore July 2013 # Unique Visitors (000) % Reach 1 Search/Navigation 15,367 91.6 2 Portals 15,028 89.6 3 Social Networking 14,589 86.9 4 Multimedia 13,875 82.7 5 General News 12,943 77.1 6 Entertainment - Music 12,314 73.4 7 Newspapers 11,338 67.6 8 Entertainment – News 10,569 63.0 9 Downloads 10,408 62.0 10 Online Gaming 10,279 61.3 Note: ComScore only measures internet usage at home and at work and does not include internet usage on mobile phones and in internet cafes.
  24. 24. Top Online Interests Source: Comscore July 2013 # Unique Visitors (000) % Reach 11 Entertainment – Movies 10,246 61.1 12 Email 9,074 54.1 13 Blogs 8,477 50.5 14 XXX Adult 7,616 45.4 15 Classifieds 6,489 38.7 16 Discussion/ Chat 6,231 37.1 17 Information 6,111 36.4 18 Teens 5,768 34.4 19 Humor 5,766 34.4 20 Family&Parenting 5,563 33.2 Note: ComScore only measures internet usage at home and at work and does not include internet usage on mobile phones
  25. 25. Leading websites Vietnam
  26. 26. Number of VN website domains July 2013 "   Of the 413,419 registered dot.vn website domains, 250,692 are currently active Source: VNNIC for July 2013 0 100 200 300 400 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 9 14 35 60 83 133 181 261 358 396 Active Total
  27. 27. Leading websites in Vietnam – Sep 2013 1 Google.com.vn (1) 2 Facebook.com (2) 3 Google.com (3) 4 Youtube.com (4) 5 Zing.vn (5) 6 Vnexpress.net (6) 7 Cococ.com (…) 8 24h.com.vn (7) 9 Yahoo.com (8) 10 Dantri.com.vn (9) 11 Blogspot.com (11) 12 Haivl.com (14) 13 Vatgia.com (13) 14 Kenh14.vn (12) 15 Qtrax.com (…) 16 Ngoisao.net (16) 17 Giaoduc.net.vn (15) 18 Soha.vn (19) 19 Vov.vn (…) 20 Tinhte.vn (…) Source: Alexa 04/09/2013 Based on the last month’s average daily traffic (previous month’s ranking in brackets)
  28. 28. Most popular online gaming websites Rank Online Gaming websites Unique visitors (000) 1 Vuigame.vn (4) 1.832 2 Yahoo! Games (3) 1.465 3 Unigame.vn (2) 1.367 4 Zing Play (5) 1.262 5 Gamevui.com (6) 1.171 6 Ongame.vn (7) 1.004 7 Sohagame.vn (…) 999 8 King.com (…) 916 9 Trochoiviet.com (8) 901 10 Musinhmenh.com (…) 863 Source: Comscore 2013 based on July In total 10,279,000 unique visitors play online games (previous month’s ranking in brackets) Note: ComScore only measures internet usage at home and at work and does not include usage on mobile phones or in internet cafes.
  29. 29. Social network sites Vietnam
  30. 30. Social Network sites had 14.5mil unique users in the last month Rank Site Unique visitors (000) Reach 1 Facebook.com 12,150 72.4% 2 ZingMe 6,160 36.7% 3 Kenhsinhvien.net 2,242 13.4% 4 Diendanbaclieu.net 2,066 12.3% 5 Tuyensinh247.com 1,758 10.5% According to ComScore, social networks have 14,589,000 ‘unique visitors’. This should not be confused with ‘members’! Source: Comscore 2013 based on July
  31. 31. Social networking: penetration and profile 51% 49% Gender* Male Female Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months of whom 1,477 have a profile on a social network site 3D 2012 showed that social network penetration increased tremendously since 2010: from 38% of all internet users in 2010, to 88% in 2013, rising to 92% amongst the 15-24 age group. 48% 34% 18% Age* Age 15-24 Age 25-34 Age 35-45 0 20 40 60 80 100 Age 15-24 Age 25-34 Age 35-45 92.3 82.3 58.7 82.4 68.1 48.3 39.0 15.7 8.5 Penetration 2010 Penetration 2012 Penetration 2013 %
  32. 32. 52% 25% 11% 6% 3% Age distribution 15-24 25-34 35-44 45-54 55+ 54%46% Gender distribution Male Female Zing Me users in Vietnam 6,2 million Zing Me ‘unique visitors’ in Vietnam •  Zing Me penetration of total population: 6.9% •  Zing Me penetration of internet users: 21.5%* Source: Comscore 2013 based on July 2013, *VNNIC for Nov 2012 Note: ‘unique visitors’ should not be confused with profile members.
  33. 33. Facebook users in Vietnam 12,150,000** Facebook users in Vietnam •  Facebook penetration total population: 13.1%** •  Facebook penetration internet users: 34%* •  In the past month the total of FB users in Vietnam has increased by 31.5%, which makes VN world’s #16 in FB user growth rate. Source: **Comscore 2013 based on July, *VNNIC for Nov 2012 Note * * social bakers do not public a number of Facebook users 57% 43% Gender distribution Males Females 21% 47% 25% 5% 1% 1% Age distribution 13-17 18-24 25-34 35-44 45-54
  34. 34. Leading Brands on Facebook (based on last month) Rank Name Local Fans 1 Zing mp3 1.066.205 2 ChonMua 866.397 3 Eway.vn 859.764 4 Lazada Vietnam 600.332 5 MegaStar Cineplex Vietnam 471.137 6 Samsung Mobile Vietnam 424.263 7 Axe Vietnam 399.338 8 Heineken 395.404 9 Kinh doanh truc tuyen 387.709 10 Appstore.vn 365.891 Source: Socialbakers 30/08/2013
  35. 35. Most popular Facebook pages (based on last month) Rank Page Local Fans 1 Facebook for Every Phone 10.811.342 2 Qua Tang Cuoc Song 2.244.804 3 Goc Thu Gian 2.237.953 4 Vo Hoai Linh 1.557.491 5 Cuoi Vo Bung 1.310.010 6 Nhat Ky 1.181.257 7 Hoc Nhung Nguoi Thich Doc Tin 24h 1.114.051 8 Hoc Tieng Anh Mien Phi 1.107.357 9 Zing mp3 1.066.205 10 Hay Noi Nhung Loi Yeu Thuong 1.047.725 Source: Socialbakers 30/08/2013
  36. 36. Online video Vietnam
  37. 37. Frequency to watch Online videos 23 25 21 28 23 9 32 33 31 31 31 35 8 7 9 8 9 10 11 10 12 12 11 10 26 25 27 21 26 36 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% All 15-45 Males Females Age 15-24 Age 25-34 Age 35+ At least once a day 2-6 days a week At least once a month Less often Never Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
  38. 38. Watch online videos – time slots & devices Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online 3 4 12 6 16 31 1 00 5 10 15 20 25 30 35 63 36 11 7 2 2 2 0 10 20 30 40 50 60 70 1.30 hrs/week to watch TV online 1.41 hrs/week to watch videos online
  39. 39. Websites to watch online videos 76 11 4 4 2 1 1 1 0 0 85 36 16 6 3 6 2 2 2 1 0 20 40 60 80 100 Most often used Visited in P7D Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online Adults claimed length of video clips they usually watch online is around 9.2 min.
  40. 40. Types of video clips watched online by User-generated content 41 23 18 13 13 12 12 11 10 10 0 20 40 60 Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
  41. 41. Types of video clips watched online by Professional-generated content 49 26 15 15 14 14 12 11 10 9 0 20 40 60 Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
  42. 42. Telephone subscribers Vietnam
  43. 43. Total telephone subscribers to Dec 2012 Total new subscribers YTD = 12.5m mobile and 16.5k fixed desk phones This chart shows the GSO’s latest total market estimates compared with the implied revised figure for 12 months’ previous (currently up by 3%). Note: new method of counting number of mobile subscriptions was introduced by the GSO in May 2011 and back-dated to 2010. Source: Vietnam Ministry of Information and Communications (MIC) / GSO Note * GSO didn’t update their numbers this month, so numbers are still from December 6.9 8.9 11.7 14.1 15.6 14.4 15.5 15.3 15.2 15.0 15.0 14.9 14.98.5 18.6 35.2 67.2 110.0 111.6 117.6 118.7 120.7 120.9 120.7 120.9 121.7 0 20 40 60 80 100 120 140 160 2005 Dec 2006 Dec 2007 Dec 2008 Dec 2009 Dec 2010 Dec 2011 Dec 2012 Mar 2012 Jun 2012 Sep 2012 Oct 2012 Nov 2012 Dec Desk telephone Mobile
  44. 44. 93% of urban adults has a mobile phone 81 9 0 0 80 15 3 2 82 15 2 1 83 13 3 1 84 11 3 2 0 10 20 30 40 50 60 70 80 90 One Two Three Four or more 15-17 18-24 25-29 30-34 35-45 Source: 3D 2013 Base: 2,970 urban adults aged 15-45 of which 2,733 currently own a mobile phone and 784 have a smartphone or don’t know their type of phone Number of SIM cards in use% 65% 20% 6% 2% 7% Type of mobile phone Standard mobile phone Smartphone I have/use both types I dont know what type my phone is I dont have a mobile phone 45% 24% 7% 3% 1% 1% 19% Operating System of smartphone Android iOS Simbian OS Windows OS RIM Other OS Don't know
  45. 45. Service Provider and 3G market share In Q1 2012 Vietnam had 15.5mil 3G connections (+14% YoY). However, the overall market has grown by 20%, reaching 141.6mil connections in Q1. 3G now accounts for 11% of the market (12% in 2011). Source: Wireless Intelligence Q1 2012 39% 27% 27% 3% 3% 1% % Market Share Viettel Mobifone Vinaphone Vietnamobile Beeline S-Fone 85 85 90 90 91 100 15 8 0 100 8 4 0 20 40 60 80 100 Mobifone Vinaphone Beeline S-Fone Viettel Vietnamobile % 3G % Prepaid Early uptake of 3G services was encouraging (8mil by mid-2011), but the rate of growth has been slower than expected.
  46. 46. Smartphone users in Vietnam Source: Nielsen, June 2012 30% of mobile users in Vietnam has a Smartphone •  62% of smartphone users has accessed the internet on their smartphone in the last 30 days •  31% of smartphone users has used app’s, with a median of 6 app’s regularly used •  7% of smartphone users has used Location-Based-Services (LBS) in the last 30 days
  47. 47. Mobile Phone Brands used Urban sample aged 15-54 Source: TNS Target Group Index 2011 Base: 5,096 urban adults age 15-54 58 14 8 4 42 2 1 0 10 20 30 40 50 60 70 80 90 100 Sharp Sagem Philips Panasonic Nec Hitachi Siemens Black Berry Motorola Iphone Sony Ericsson LG Other Samsung Nokia
  48. 48. 16.9 5.1 0.7 16.1 4.6 1.2 11.3 3.8 2.1 9.9 3.4 1.9 7.4 0.7 0.3 5.5 1.7 0.8 0.0 2.0 4.0 6.0 8.0 10.0 12.0 14.0 16.0 18.0 Yes on computer Yes on mobile phone Yes on iPad/ tablet M 15-24 F 15-24 M 25-34 F 25-34 M 35-45 F 35-45 Watching Live TV on a computer or mobile phone, or iPad/ tablet is increasing: penetration has increased from 15% in 2010 to 19% in 2012 , and to 22% in 2013 Overall looking, in every age group more males than females have watched TV on a computer, mobile phone, or iPad/ tablet. Source: 3D 2013 Base: 2,970 adults aged 15-45 % Watched Live TV on computer, Mobile or iPad/ tablet
  49. 49. Advertising revenue Vietnam
  50. 50. Online advertising expenditure 10% 6% 0% 4% 80% Share of advertising expenditure* Newspapers Magazine Radio Internet TV Spending on display advertising is still a relatively small share (4%) of the overall advertising spend, but growing 4.2 2.8 2.1 2.1 2.1 1.6 1.5 1.4 1.3 1.1 0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 10 biggest spending sectors online (Apr 2010-March 2011) Inmillions$ Source: Kantar Media Net Insights Report 2011 *Excluding OOH

×