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  • 1. Vietnam Mobile Life 2012 | Vietnam Report ©TNS 2012
  • 2. Where do today’s insights come from? Digital Life Mobile Life Representative of the urban online population aged 16-60 Representative of mobile device users and prospects aged 16-60 1000 consumers in Ho Chi Minh City, Can Tho, Hanoi and Da Nang 500 consumers in Ho Chi Minh City, Can Tho, Hanoi and Da Nang Unilever is a global subscriber: All data on open access ©TNS 2012
  • 3. Mobile stands out as the most owned and the most likely to be bought device among Vietnamese consumers Device ownership and likelihood to buy Mobile 45 40 Likely to buy 35 30 25 20 Laptop computer 15 10 Smartphone Tablet Video Camera Gaming MP3 player console eReader 0 GPS device internet enabled TV/HDTV 10 0 20 Portable Digital Media gaming device Adapter Digital camera Netbook 5 Desktop computer DVD player 30 40 50 60 70 80 90 100 Current ownership A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months) Base: All respondents – Vietnam 499 Local Report 2012 - Vietnam ©TNS 2012 3
  • 4. After mobiles, laptops show the best potential for growth, it seems at the expense of desktops. Smartphones also show some potential for growth Device ownership and intention to buy in next 6 months 43 5 86 Mobile 14 Desktop Laptop 0 3 26 49 7 16 1 2 Smartphone Ownership Netbook Tablet Intention to buy (next 6 months) B1. Device ownership | B2. Device intention to buy (in next 6 months) Bases: All respondents : Vietnam 499 Local Report 2012 - Vietnam ©TNS 2012 4
  • 5. After mobiles, desktops and laptops are the most owned devices, with penetration being higher than that of the average for emerging Asia. Smartphone penetration in Vietnam is in line with that of emerging Asia Device ownership 86 49 26 16 1 2 87 28 19 17 2 2 92 46 36 28 7 5 Mobile Desktop Laptop Smartphone Vietnam Tablet Netbook Emerg Asia Global B1. Device ownership Base: All respondents – Vietnam 499 | Emerg Asia 4003 | Global 47577 Local Report 2012 - Vietnam ©TNS 2012 5
  • 6. Brand and model of handset are the key influencing factors in the mobile purchase process Important factors in mobile decision making Brand of handset Model of handset Battery life Ease of navigation around the phone Making voice calls Quality of music player Camera functionality SMS to friends and family Accessories available Screen size / quality Brand of network provider Memory size The look and feel of the device Having instant internet access Operating system Applications on the phone Access to social networking functionality Access to personal entertainment Input method Ability to customise my phone Easily downloading video from social video sites. Checking and receiving emails Using a map to find out where you are and how to get to other… Ability to share pictures, videos and other content Able to call friends using video . Ability to sync with my PC Able to call friends over the internet. Ability to sync with my tablet Able to pay for things with your phone 88 82 60 46 46 41 40 39 34 33 32 27 1 23 2 22 2 17 3 16 4 14 13 12 1 111 8 0 7 7 7 5 5 4 4 3 31 17 9 13 7 1 1 1 1 3 Important Single most imporant C23. Important decision factors | C24. Most important decision factor Base: Mobile users – Vietnam 431 Local Report 2012 - Vietnam ©TNS 2012 6
  • 7. Usage of texting and gaming is high in Vietnam when compared to global average, but Vietnamese are lighter users of mobile internet related and multimedia heavy activities Top features used 92 64 61 54 40 44 22 52 16 9 81 66 63 53 50 44 42 42 40 33 32 30 91 58 66 62 47 44 33 50 18 11 19 12 TAKE PHOTOS LISTEN TO MUSIC PLAY GAMES CALENDAR BLUETOOTH BROWSE internet TAKE VIDEOS MMS SMS Vietnam 2012 Global IM 11 SOCIAL NETWORK PERSONAL EMAIL Vietnam 2011 D1. Feature usage Base: Mobile users – Vietnam 2012: 431 2011: 504 | Global 44220 Local Report 2012 - Vietnam ©TNS 2012 7
  • 8. Currently, mobiles are used in Vietnam to listen to music, play games and take photos. Watching live TV and video calling are also appealing features Usage and interest in engaging mobile features % Listening to music 66 Playing games 25 62 Taking photos 20 58 Taking videos Social networking 11 Video calling Using location based… Watch Live TV shows 5 Using navigation services 5 Scanning QR codes 0 Using 22 21 60 5 13 21 52 14 24 65 19 17 56 21 44 Interested 16 21 55 6 8 22 40 13 19 37 Not interested 3 7 16 43 17 Streaming video 10 43 19 Augmented reality 5 7 33 33 3 13 33 50 Browsing the internet 6 18 Don't know D1. Feature usage | D2. Interest in feature usage Base: Mobile users – Vietnam 431 Local Report 2012 - Vietnam ©TNS 2012 8
  • 9. Vietnam is slightly ahead of emerging Asia in terms of mobile internet usage; and this is stronger among 16-30 year olds Mobile internet usage Global 42 Emerg Asia 27 Vietnam 33 Male 37 Female 30 16-21 48 22-30 49 31-40 29 41-50 10 51-60 3 D1. Feature usage Base: Mobile users – Global 44220 | Emerg Asia 3539 | Vietnam 431 | Male 224 | Female 207 | 16-21 90 | 22-30 120 | 31-40 110 | 41-50 80 | 51-60 31 Local Report 2012 - Vietnam ©TNS 2012 9
  • 10. Being light users of social networking sites through their phones, Vietnamese consumers are largely using these sites to message friends Social networking activities 2011 Message friends 81 75 Check status of friends 21 52 Update status 45 43 Look at other peoples' photos or video 30 41 Stream content (music, videos) 22 30 16 Play games 38 29 18 Upload photos or video 20 27 Check in your location 4 6 Post updates to advertise your business - 2 4 Check in to TV shows - 6 7 8 17 30 29 16 Currently doing Would like to do D8. Current social network usage | D9. Future social network usage Base: Social network users 83 Local Report 2012 - Vietnam ©TNS 2012 10
  • 11. Mobile usage in the path to purchase is high considering the low mobile internet access, which suggests that the Vietnamese are fairly shopper savvy. This usage is thus likely to increase as mobile internet access increases Mobile internet access Vs. mobile path to purchase use 50 45 40 35 30 25 20 15 10 5 Singapore South Korea China Malaysia Sweden UK Australia Spain Slovakia Chile Canada New Zealand Denmark USA Netherlands Taiwan Ukraine Belgium Indonesia Portugal Ghana Greece Thailand Nigeria CoteD’Ivoire India Egypt Tanzania Pakistan 0 Incidence of mobile internet access F2. Usage of mobile for purchase or research | D1. Ability to browse mobile internet Local Report 2012 - Vietnam ©TNS 2012 11
  • 12. Currently, price comparisons is the key activity for mobile users in store, and retailers could more than likely entice these consumers into far more in store mobile activity Mobile in path to purchase activity timeline To redeem a mobile coupin Scan the barcode and receive more information on the product 3 3 Scan QR codes to receive more information on the product 29 31 23 3 9 14 Scan a QR code to pay for the product 54 26 Receive a special deal by interacting with an advert (e.g. taking a photo, winning a competition) Online research while at home Check what others are saying about the product via SNs Receive updates from nearby shops / places of interest Pay for a product by touching phone against a sensor 6 14 Online research while in the store Read independent product reviews Scan a barcode to pay for the product Buy products from group buying sites (e.g. Groupon) Take notes of product details in store To compare prices In-store activity F2. Usage of mobile for purchase or research Base: Mobile users – Vietnam 35 Local Report 2012 - Vietnam ©TNS 2012 12
  • 13. Digital Life Vietnam Report © TNS 2011
  • 14. TV is the source of most consumed media in Vietnam, however nearly 7 in 10 consume media digitally every day Daily users (%) 83 67 30 28 11 9 Internet for leisure TV Radio Internet for work Newspapers Magazines Question: M1; Media use Base: All respondents; 1000 Digital Life Vietnam Report © TNS 2011 14
  • 15. Consumers under 34 spend the most time online in Vietnam, however even the 55-65 year olds spend on average 13 hrs/week online Mean hrs spent online per week for leisure purposes (%) “I worry that I spend too much time on the Internet” Total 22 24 Male 22 26 Female 22 23 16-20 27 21-24 24 25-34 25 35-44 19 45-54 55-65 15 13 30 28 21 21 23 30 Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top 1000,499,501,152,110,241,197,162,138 2 box; Digital Life Vietnam Report © TNS 2011 15
  • 16. While TV is still the dominant media, internet usage is set to increase The medium that Vietnamese… can’t live without 68 trust the most 55 55 67 find most entertaining 65 56 will use more in the future 50 35 TV 20 36 13 22 10 8 HCMC Ha Noi HCMC 22 22 41 7 8 2 Ha Noi HCMC Ha Noi Source: TNS VietCycle study 2011 ©TNS 2012 34 48 11 12 HCMC Ha Noi Internet Newspapers
  • 17. As a share of total online time, news and multimedia attract the highest usage, with social networking in third place Share of time for online activities in average week (hrs) Social networking & connecting 0.6 0.7 Email 3.3 Communication Multi-media & entertainment 4.2 2.0 Online gaming Personal interest Shopping 2.4 4.3 Pre-purchase & browsing Knowledge & education 1.9 0.7 2.4 3.0 News, sport & weather Information Personal admin Planning and organising ©TNS 2012 Entertainment Management 17
  • 18. However, younger demographics spend most of their online time on social and multimedia activities Hours per week spent on the activity 5.3 5.3 4.8 4.3 4.2 4.7 4.5 4.1 3.9 3.9 4.7 4.7 4.1 3.8 Social Networking & Connecting 3.5 3.3 3.2 2.9 2.2 Multi-Media & Entertainment News, Sport & Weather 1.5 1.1 Total 16-20 ©TNS 2012 21-24 25-34 35-44 45-54 55-65 18
  • 19. Vietnamese are also huge content consumers, with news and video content attracting high usage Use at all (%) Weekly users News website 87 Online news programme 39 Online radio 11 60 22 Live online video 40 On-demand online video 19 Paid-for internet video 11 60 37 24 Consumer-created video 31 Professionally-created online video 93 22 57 46 1000 ©TNS 2012 19
  • 20. While there is overall skepticism towards brands approaching people in social networks, Vietnamese see value in being able to research brands there Social Networks Are a place where I don’t want to be bothered by companies/organisations Are a good place to learn more about brands and products 70 52 16-20 ©TNS 2012 69 50 21-24 78 74 61 86 74 60 57 48 25-34 35-44 45-54 55-65 20
  • 21. Tanzania Ghana India Uganda Kenya Pakistan South Africa Indonesia Egypt Thailand Nigeria Philippines Peru Vietnam Mexico Ukraine Romania China Brazil Colombia Morocco Russia Saudi Arabia Turkey Argentina Greece Portugal Italy Chile Poland Malaysia Hungary Spain Ireland Czech Republic Hong Kong UAE France Taiwan Israel Slovakia Austria Estonia Singapore Belgium US Australia Japan Canada Germany Switzerland South Korea UK New Zealand Luxembourg Finland Denmark Netherlands Sweden Norway Vietnamese consumers don’t tend to write about brands online, but when they do their comments reach a large audience % reading about brands % writing about brands Internet Penetration ©TNS 2012 21
  • 22. Online commentary can shape people’s opinions of brands, and Vietnamese are more trusting than most of what others write online % of comment readers who agree 63 52 54 57 42 41 Vietnam Global Even a single negative I trust the comments that I trust the comments that review can have an impact strangers write about my friends write about on how I feel about a brands online brands online brand 825,399,426,133,99,214,158,129,92 ©TNS 2012 22
  • 23. While they don’t often write about brands, when they do make a comment, they expect brands to respond to their concerns % of comment writers who agree 72 62 58 43 35 32 Vietnam Global Posting comments online is an effective way to influence companies I expect companies to contact me if I write something about them I find it a scary thought that companies would track what I write about them 114 ©TNS 2012 % Agree xx 23
  • 24. Thank you. We’d like to help you achieve new heights of success in Vietnam! ©TNS 2012 24