Mobile Internet Consumer Viet Nam 2013

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Mobile Internet Consumer Viet Nam 2013

  1. 1. THE MOBILE INTERNET CONSUMER VIETNAM 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
  2. 2. 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 & brand advertisers. 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 right target audience through Mobile Web & Apps. The Mobile Internet Consumer report is available for India, Southeast Asia, Middle East & Africa and Latin America.
  3. 3. DEMOGRAPHICS
  4. 4. 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
  5. 5. Gender Nearly 3 out of 4 mobile internet users in Vietnam are men, highest ratio across SEA 37% FemaleMale 72% 28% 63 %* 37 %* *SEA AVERAGE 4THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |
  6. 6. Education 32% | 34% | 21% | 14% |Uneducated Schooling upto 12 yrs Diploma / Undergraduate Graduate / Post Graduate 14% of mobile internet users in Vietnam are illiterates, highest in SEA 5THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |*SEA AVERAGE 36 %* 27 %* 27 %* 10 %*
  7. 7. Occupation 1/3rd of mobile internet users in Vietnam are students6% Currently not working / Retired Student32%34%Full time job Housewives2% 12% $Part time job Self Employed Professional4% Business10% 6%* 18%* 41%* 4%* 10%* 8%* 13%* 6THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |*SEA AVERAGE
  8. 8. CONSUMPTION PATTERN
  9. 9. 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 |
  10. 10. *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 mobile ad 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% |
  11. 11. $ PURCHASING POWER
  12. 12. 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%*
  13. 13. *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%*
  14. 14. About the study The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based on a primary survey of over 3000 mobile web & app users. The survey was conducted using random sampling for natural representation of the target group across 6 key countries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailand and Vietnam. The overall Southeast Asia averages were weighted as per the regional composition of mobile internet users in each focus country. To know more about The Mobile Internet Consumer report, please write to us at insights@vserv.mobi or visit vserv.mobi/insights
  15. 15. 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.
  16. 16. 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+ Apps across platforms. AppWrapper is the World’s Simplest App Monetization - it enables premium advertising & innovative pricing models on any app, without coding, in just one click. Vserv’s other game changing platform, AudiencePro, combines the scale of the Vserv.mobi global Mobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisers can reach their exact target audience across all mobile platforms. Vserv is the only Ad Network with App media across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisers unparalleled reach and engagement. Built on superior technology, the Vserv Marketplace delivers exceptional ROI to advertisers as well as enhanced earnings to developers & publishers. Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi

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