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Digital Landscape Digital Landscape Presentation Transcript

  • Vietnam Digital Landscape 2013 current Last updated 16 September 2013
  • 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
  • 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
  • Headline profile changes from the 2009 Census 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. 80 80 70 70 60 60 50 +11.8% 50 +13.2% 1999 2009 40 30 + 3.7% 1999 2009 40 30 20 20 10 10 0 +40.7% 0 Female Male Urban Rural Source: Government Statistics Office of Vietnam - Census Date: 1 Apr 2009
  • Vietnam’s population is excitingly young 6% 100 90 80 70 60 50 40 30 20 10 0 17% 15% 17% 65+ 45-64 35-44 25-34 15-24 0-14 Latest population estimates (July 2013) show 92.477m, comprising 46.272m females and 46.205m males 20% 25% % of total population Vietnam’s median age is currently 28.7 years Source: CIA website July 2013
  • % of Provincial Population Urban Over 65% 3 provinces* 41 – 64% 7 provinces** 30 – 40% 7 provinces 17 – 29% 24 provinces 0 – 16% 22 provinces *The municipalities of Da Nang, HCMC and Can Tho **Includes the municipalities of Hanoi and Hai Phong 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%. Source: Government Statistics Office of Vietnam
  • Shift in Media usage 2010 – 2013 2012 16 39 2013 16 49 124 FTA TV 135 48 Internet Newspapers Magazines 46 Radio 84 128 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
  • Vietnam Internet Subscribers
  • Internet Penetration in South East Asia (Japan 79%)) (Taiwan 69%) (China 40%) Vietnam has one of the fastest growing and highest penetration of Internet Users in South East Asia. Excl. Hong Kong (68%) Myanmar 1% Laos 8% Thailand 36% Vietnam 35.6%* Cambodia 16% All Asia Philippines 32% Malaysia 61% All Europe = 63.2% N. America = 78.6% Singapore 75% Vietnam reached: 10% in Sep 2005 20% in July 2007 30% in Sep 2010 = 27.5% Brunei 78% Australia = 88.8% Indonesia 22% Source world comparison: Internet World Statistics (IWS) Source SE Asia comparison: We Are Social, Mar 2013 * Vietnam source: VNNIC for November2012
  • Internet Usage Penetration of Vietnam population Yr End Totals % of population 40 35 35.1 % YoY growth 26.6 25 24.4 22.0 20 17.7 15 12.9 10 7.7 3.8 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 Dec Dec Dec Dec Dec Dec Dec Dec Dec November 2012: 31,304,211 users = 35.6% penetration (+2.6% YoY) 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 31.1 30 5 No. of Users 22,779,887 + 9% 2010 26,784,035 +18% 2011 30,552,417 +14% Source: VNNIC for Nov 2012
  • Growth in Internet and Broadband user The GSO and VNNIC have stopped publishing monthly numbers 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 35.00 30.00 25.00 20.00 26.47 15.00 26.57 26.73 26.88 26.98 23.14 10.00 17.26 18.78 19.81 14.16 5.00 10.50 2.05 2.97 3.64 4.30 4.31 4.33 0.00 1.29 4.29 0.52 4.08 0.21 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
  • Broadband Internet Subscribers 2013 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. Millions 6 % market share 4.8 3.6 4 4.1 4.3 3.0 VNPT FPT 9.3 2.0 2 Viettel 1.3 0 2.4 2.0 1.6 27.3 57.4 SCTV 0.5 2006 2007 2008 2009 2010 2011 2012 2013 Dec Dec Dec Dec Dec Dec Dec Jul Broadband subscribers Source: Vietnam Telecommunications Authority (VNTA) CMC Telecom Others
  • Profile of urban Internet users age 15-45 Occupation of Internet users 100% 6% 19 90% Student 8% 29 30% 80% 14 70% 60% Housewife 16 20 19 25 20 16 29.1 SEC of Internet users (Index compared to total urban popn.) 2% 10% A (123) 22 27% 0% Urban Popn 20-24 15-19 20% Average age: Unemployed 25-29 40% 10% 31% 35-45 30-34 50% 30% 25% Employed professional/office Employed - other Internet Users 26.7 B (112) C (98) 24% D (59) 37% E (51) Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
  • Profile of urban Internet users by age and gender Gender profile of internet users per age group Gender of Internet users % 100 51% 80 Female 49 51 51 51 Male 49% 49 49 60 40 20 0 Age 15-24 Age 25-34 Male Age 35-45 Female Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
  • Internet penetration by city and age (accessed last 3 months) %100 Total 94 88 84 Age 15-24 Age 25-34 92 85 81 79 80 Age 35-45 70 79 72 70 65 58 60 54 59 58 53 52 47 42 38 40 30 28 24 20 0 Hanoi HCMC Da nang Nha trang Can tho Hai phong Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
  • Average time and frequency spent online by age 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 Minutes per average day Frequency use Internet All 15-45 70 15-24 72 25-34 70 14 14 13 11 41 9 41 12 41 160 140 120 141 135 123 35-45 130 114 115 100 61 0 16 50 18 32 100 Everyday 4-6 days a week 80 2-3 days a week Once a week 60 Less often 40 20 0 Age 15-24 Age 25-34 Age 35+ Male Female Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
  • When & where access Internet % 100 90 80 70 60 50 40 30 20 10 0 % 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 86 85 Weekdays Weekends 38 14 17 17 15 13 14 7 98 911 34 When usually use internet % 43 11 24 45 40 35 30 25 20 15 10 5 0 40 29 24 19 15 16 18 3 1 Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
  • Vietnam Online activities
  • Online activities Age 15-24 100% 90% 6 6 4 80% 70% 17 17 28 25 11 22 9 28 40 10 17 31 28 57 18 35 35 10% 38 46 49 16 10 18 20 26 25 30 9 15 28 28 64 17 10 28 39 42 62 14 27 45 45 14 28 40% 20% 33 54 13 27 59 31 12 28 50% 30% 32 10 29 60% 23 25 18 18 18 16 16 15 14 10 24 15 12 11 0% Frequently Sometimes Rarely Never Source: 3D 2013 Base: 771 adults aged 15-24 who used internet in last 3 months
  • Online activities Age 25-34 100 90 80 20 6 15 26 60 21 31 10 41 6 70 24 23 8 11 43 24 22 11 31 16 16 11 40 20 30 10 39 42 48 45 45 53 73 29 50 50 37 6 25 20 50 46 46 43 42 41 20 16 14 15 14 16 36 20 70 14 23 31 29 21 12 26 29 40 5 23 10 23 21 19 16 16 16 15 14 14 12 12 11 10 14 0 Frequently Sometimes Rarely Never Source: 3D 2013 Base: 651 adults aged 25-34 who used internet in last 3 months
  • Online activities Age 35-45 100 90 80 31 70 8 29 29 37 9 59 6 60 50 8 16 21 37 40 50 22 10 13 41 54 61 59 62 54 63 67 65 78 12 12 7 45 56 11 30 10 52 24 17 20 53 41 37 13 16 17 12 12 11 15 21 19 11 16 18 16 16 12 14 12 14 12 0 Frequently 8 12 18 31 21 15 Sometimes Rarely 25 9 12 17 20 18 5 5 21 8 10 9 3 Never Source: 3D 2013 Base: 390 adults aged 35-45 who used internet in last 3 months
  • 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
  • Top Online Interests 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. Source: Comscore July 2013
  • Top Online Interests 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 Source: Comscore July 2013
  • Vietnam Leading websites
  • Number of VN website domains July 2013 Of the 413,419 registered dot.vn website domains, 250,692 are currently active 400 396 358 300 261 200 181 133 100 9 14 35 60 83 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Active Total Source: VNNIC for July 2013
  • Leading websites in Vietnam – Sep 2013 1 Google.com.vn (1) 11 Blogspot.com (11) 2 Facebook.com (2) 12 Haivl.com (14) 3 Google.com (3) 13 Vatgia.com (13) 4 Youtube.com (4) 14 Kenh14.vn (12) 5 Zing.vn (5) 15 Qtrax.com (…) 6 Vnexpress.net (6) 16 Ngoisao.net (16) 7 Cococ.com (…) 17 Giaoduc.net.vn (15) 8 24h.com.vn (7) 18 Soha.vn (19) 9 Yahoo.com (8) 19 Vov.vn (…) (9) 20 Tinhte.vn (…) 10 Dantri.com.vn Based on the last month’s average daily traffic (previous month’s ranking in brackets) Source: Alexa 04/09/2013
  • 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 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. Source: Comscore 2013 based on July
  • Vietnam Social network sites
  • 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
  • Social networking: penetration and profile 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. Gender* Male Female 49% 51% 48.3 8.5 Age 35-45 58.7 15.7 Age 25-34 68.1 Age* 82.3 39.0 Age 15-24 82.4 Age 15-24 92.3 0 20 40 Penetration 2010 60 80 Penetration 2012 18% 48% 100 % 34% Age 25-34 Age 35-45 Penetration 2013 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
  • 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%* Age distribution 3% 6% 11% 52% 25% Gender distribution 15-24 25-34 35-44 45-54 55+ Male Female 46% 54% Note: ‘unique visitors’ should not be confused with profile members. Source: Comscore 2013 based on July 2013, *VNNIC for Nov 2012
  • 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. Age distribution 1% 5% 1% 21% 25% 47% Gender distribution 13-17 18-24 25-34 35-44 45-54 55+ 43% 57% Males Females Source: **Comscore 2013 based on July, *VNNIC for Nov 2012 Note * * social bakers do not public a number of Facebook users
  • 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
  • Most popular Facebook pages (based on last month) Rank Page Local Fans 1 Facebook for Every Phone 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 10.811.342 Source: Socialbakers 30/08/2013
  • Vietnam Online video
  • Frequency to watch Online videos 100% 90% 26 25 21 27 26 36 80% 70% 11 10 60% 8 12 7 12 8 9 11 10 9 50% 40% 10 32 31 33 31 31 30% 35 20% 10% 23 25 28 21 23 9 0% All 15-45 At least once a day Males 2-6 days a week Females Age 15-24 At least once a month Source: 3D 2013 Age 25-34 Less often Age 35+ Never Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
  • Watch online videos – time slots & devices 1.30 hrs/week to watch TV online 1.41 hrs/week to watch videos online 35 31 30 70 25 60 20 63 50 40 16 12 15 36 30 10 5 20 3 4 6 10 1 0 0 Source: 3D 2013 11 7 2 2 2 0 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
  • Websites to watch online videos 100 85 80 Adults claimed length of video clips they usually watch online is around 9.2 min. 76 60 36 40 20 16 11 4 4 6 2 3 0 Most often used 1 6 1 2 1 2 0 2 0 1 Visited in P7D Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
  • Types of video clips watched online by User-generated content 60 41 40 23 20 18 13 13 12 12 11 10 10 0 Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
  • Types of video clips watched online by Professional-generated content 60 49 40 26 20 15 15 14 14 12 11 10 9 0 Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
  • Vietnam Telephone subscribers
  • 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. 160 140 120 100 80 110.0 111.6 117.6 118.7 120.7 120.9 120.7 120.9 121.7 60 67.2 40 20 0 35.2 8.5 6.9 18.6 8.9 11.7 14.1 15.6 14.4 15.5 15.3 15.2 15.0 15.0 14.9 14.9 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 Source: Vietnam Ministry of Information and Communications (MIC) / GSO Note * GSO didn’t update their numbers this month, so numbers are still from December
  • 93% of urban adults has a mobile phone % 90 80 6% Standard mobile phone 7% Number of SIM cards in use 81 80 82 Type of mobile phone 2% Smartphone 8384 70 60 50 I have/use both types 20% 15-17 18-24 25-29 30-34 35-45 65% I dont know what type my phone is I dont have a mobile phone Operating System of smartphone 40 1% 30 1% 20 15 15 13 9 10 11 0 3 2 3 3 0 One Two Three 2 1 1 2 0 Four or more Android 19% 3% 7% iOS 45% Simbian OS Windows OS RIM 24% Other OS Don't know 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
  • Service Provider and 3G market share % 3G % Market Share 3% 3% 1% Mobifone 39% 27% Vinaphone Vietnamobile Beeline 27% 4 Vietnamobile Viettel S-Fone 100 8 Viettel 91 S-Fone 90 0 Beeline 85 15 Mobifone 100 90 8 Vinaphone 0 Early uptake of 3G services was encouraging (8mil by mid-2011), but the rate of growth has been slower than expected. % Prepaid 20 85 40 60 80 100 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
  • Smartphone users in Vietnam 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 Source: Nielsen, June 2012
  • Mobile Phone Brands used Urban sample aged 15-54 100 90 80 2 2 1 4 4 8 70 14 60 50 40 30 20 10 0 58 Sharp Sagem Philips Panasonic Nec Hitachi Siemens Black Berry Motorola Iphone Sony Ericsson LG Other Samsung Nokia Source: TNS Target Group Index 2011 Base: 5,096 urban adults age 15-54
  • Watched Live TV on computer, Mobile or iPad/ tablet % 18.0 16.9 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 16.1 16.0 14.0 12.0 10.0 8.0 Overall looking, in every age group more males than females have watched TV on a computer, mobile phone, or iPad/ tablet. 11.3 9.9 7.4 5.5 6.0 4.0 5.1 4.6 3.8 3.4 1.7 2.0 0.7 0.7 1.2 2.1 1.9 0.3 0.8 0.0 Yes on computer M 15-24 Yes on mobile phone F 15-24 M 25-34 F 25-34 Yes on iPad/ tablet M 35-45 F 35-45 Source: 3D 2013 Base: 2,970 adults aged 15-45
  • Vietnam Advertising revenue
  • Online advertising expenditure Share of advertising expenditure* 6% 0% 4% 80% Newspapers Radio TV Magazine Internet In millions $ 10% 10 biggest spending sectors online (Apr 2010-March 2011) 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 4.2 2.8 2.1 2.1 2.1 1.6 1.5 1.4 1.3 1.1 *Excluding OOH Spending on display advertising is still a relatively small share (4%) of the overall advertising spend, but growing Source: Kantar Media Net Insights Report 2011