We Are Social’s Guide to Social, Digital and Mobile in Vietnam (2nd Edition, Oct 2012)
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We Are Social’s Guide to Social, Digital and Mobile in Vietnam (2nd Edition, Oct 2012)

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This is the Second Edition (Oct 2012) of We Are Social's exploration of Social, Digital and Mobile in Vietnam. You can find more reports in the #SDMW series at http://wearesocial.sg. For more details, ...

This is the Second Edition (Oct 2012) of We Are Social's exploration of Social, Digital and Mobile in Vietnam. You can find more reports in the #SDMW series at http://wearesocial.sg. For more details, please contact @wearesocialsg on twitter.

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http://wearesocial.net 17758
http://wearesocial.sg 8672
http://www.techinasia.com 7426
http://nguyenquocbinh.com 2883
http://www.startup-dating.com 953
http://thankiu.com 951
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http://thebox.vn 363
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http://emailmar.com 287
http://www.mediahelpingmedia.org 259
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http://thebridge.jp 210
http://sg.news.yahoo.com 138
http://om101.blogspot.com 136
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http://translate.googleusercontent.com 56
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http://www.entreport.asia 36
https://twitter.com 33
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http://fbviet.asia 30
http://ph.news.yahoo.com 29
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http://om101.blogspot.ca 22
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http://www.vietbood.com 17
http://sg.entertainment.yahoo.com 13
http://beta.gik.vn 11
http://webcache.googleusercontent.com 11
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http://vietmkt.com 9
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http://digitalapprentices.collected.info 6
http://pinterest.com 6
http://m.baomoi.com 6
http://www.thankiu.com 6
http://ipr.vn 6
http://www.pinterest.com 5
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We Are Social’s Guide to Social, Digital and Mobile in Vietnam (2nd Edition, Oct 2012) We Are Social’s Guide to Social, Digital and Mobile in Vietnam (2nd Edition, Oct 2012) Presentation Transcript

  • SOCIAL, DIGITAL AND MOBILE INVIETNAM OCTOBER 2012 we are social
  • FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASECONTACT SIMON KEMP AT WE ARE SOCIAL: SAYHELLO@WEARESOCIAL.SG @WEARESOCIALSG +65 9146 5356 WEARESOCIAL.SG 3
  • OCT2012 VIETNAM 91,519,000 31% 69% TOTAL POPULATION URBAN RURAL 30,858,742 34% INTERNET USERS INTERNET PENETRATION 8,525,000 9% USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION 127,318,045 139% MOBILE SUBSCRIBERS MOBILE PENETRATIONCOMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012); 3URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (OCT 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)
  • CURRENT POPULATION OF VIETNAM: 91,519,000 SOURCE: THE US CENSUS BUREAU (OCT 2012) 4
  • VIETNAM’S POPULATIONWILL GROW BY ALMOST1,000,000PEOPLE IN 2012 ALONE SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU 5
  • 54%OF VIETNAM’S POPULATION IS UNDER THE AGE OF 30 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) 6
  • 25%OF VIETNAM’S POPULATION IS BELOW THE AGE OF 15 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU 7
  • 69%OF VIETNAM’S POPULATION LIVES IN RURAL AREAS SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011) 8
  • INTERNET USERS IN VIETNAM:30,858,742 SOURCE: INTERNETWORLDSTATS (SEP 2012) 9
  • INTERNET PENETRATIONIN VIETNAM IS AROUND 34% SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012) 10
  • (! THAT’S HIGHER THAN THE GLOBAL AVERAGE OF 33% )! SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012) 11
  • NEW INTERNET USERSIN VIETNAM THIS YEAR:1,590,000 SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS 12
  • GROWTH IN INTERNETUSERS IN VIETNAM IN 2012: 5% SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS 13
  • VIETNAM’S INTERNET POPULATION IS THE18TH LARGEST IN THE WORLD SOURCE: INTERNETWORLDSTATS (SEP 2012) 14
  • 95% OF VIETNAMESE PEOPLE AGED15-24 HAVE ACCESS TO THE INTERNET SOURCE: CIMIGO NETIZENS REPORT 2012 15
  • 73%OF VIETNAM’S INTERNET USERS ARE UNDER 35 SOURCE: COMSCORE (APR 2012) 16
  • 66%OF VIETNAMESE NETIZENSUSE THE WEB EVERY DAY SOURCE: CIMIGO NETIZENS REPORT 2012 17
  • VIETNAMESE NETIZENS SPEND AN AVERAGE OF 29 HOURSON THE INTERNET EACH MONTH SOURCE: COMSCORE (APR 2012) 18
  • DEVICES THAT VIETNAMESE NETIZENS USE TO GO ONLINE: 81% 56% 47%DESKTOPS MOBILES LAPTOPS SOURCE: CIMIGO NETIZENS REPORT 2012 19
  • 75%OF VIETNAMESE HOUSEHOLDSHAVE A DESKTOP COMPUTER SOURCE: NIELSENWIRE (NOV 2011) 20
  • WHERE ARE VIETNAM’S NETIZENS GOING ONLINE? VS 88% 36%FROM HOME FROM WEBCAFÉS SOURCE: YAHOO!-KANTAR MEDIA NET INDEX VIETNAM 2011 21
  • 95%OF VIETNAM’S INTERNET USERS VISIT ONLINE NEWS SITES SOURCE: CIIMIGO NETIZENS REPORT 2012 22
  • 90%OF VIETNAMESE NETIZENS WATCH ONLINE VIDEO SOURCE: COMSCORE VIDEO METRIX (AUG 2012) 23
  • (! THE ASIAN AVERAGE IS JUST 69% )! SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012 24
  • UNIQUE VIEWERS OF ONLINEVIDEO IN VIETNAM IN JUNE 2012: 13,050,000 SOURCE: COMSCORE VIDEO METRIX (AUG 2012) 25
  • THE AVERAGE NETIZEN IN VIETNAM WATCHED137 VIDEOS IN JUNE 2012 SOURCE: COMSCORE VIDEO METRIX (AUG 2012) 26
  • NUMBER OF ONLINE VIDEOS WATCHED BY NETIZENS IN VIETNAM IN JUNE 2012: 1,792,848,000 SOURCE: COMSCORE VIDEO METRIX (AUG 2012) 27
  • (! THAT’S MORE THAN 691 VIDEOS EVERY SECOND )! SOURCE: BASED ON DATA FROM COMSCORE VIDEO METRIX (AUG 2012) 28
  • 79%OF VIETNAM’S INTERNET USERS VISIT ONLINE RETAIL SITES SOURCE: COMSCORE MEDIA METRIX (APR 2012) 29
  • 61% OF VIETNAM’S NETIZENSMAKE ONLINE PURCHASES SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012) 30
  • 89% OF VIETNAM’S NETIZENS INTEND TO MAKEONLINE PURCHASES IN THE NEXT 6 MONTHS SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012) 31
  • 55%OF VIETNAMESE NETIZENS BELIEVE THE INTERNET HAS HELPED IMPROVE THEIR SELF-CONFIDENCE SOURCE: ADMA YEARBOOK 2012 32
  • 86%OF VIETNAMESE INTERNET USERSVISIT SOCIAL NETWORKING SITES SOURCE: COMSCORE MEDIA METRIX, APR 2012 33
  • SOCIAL NETWORK USERS IN VIETNAM: 8,525,000 SOURCES: FACEBOOK (OCT 2012) 34
  • NEW SOCIAL MEDIA USERS IN VIETNAM THIS YEAR:1,723,000 SOURCES: BASED ON FIGURES FROM FACEBOOK (OCT 2012) AND ZING.ME (NOV 2011) 35
  • 19%OF VIETNAMESE NETIZENS USESOCIAL NETWORKS EVERY DAY SOURCE: CIMIGO NETIZENS REPORT 2012 36
  • 79%OF VIETNAM’S SOCIAL MEDIA USERSHAVE LIKED OR FOLLOWED A BRAND SOURCE: NIELSENWIRE (AUG 2011) 37
  • 81% OF VIETNAMESE NETIZENS USE SOCIALMEDIA TO INFORM PURCHASE DECISIONS SOURCE: NIELSEN (MAR 2012) 38
  • (! )! THAT’S SIGNIFICANTLY HIGHER THAN THE ASIAN REGIONAL AVERAGE OF 60% SOURCE: NIELSEN (MAR 2012), AS CITED IN THE ADMA YEARBOOK 2012 39
  • IN OCTOBER 2012, FACEBOOK OVERTOOK ZING TO BECOMEVIETNAM’S TOP SOCIAL NETWORK SOURCE: BASED ON THE LATEST SITE-REPORTED FIGURES FOR BOTH NETWORKS, AS OF OCT 2012 40
  • USERS ON TOP SOCIAL NETWORKS IN VIETNAM VS8.5 M 8.2 MFACEBOOK ZING SOURCE: LATEST SITE-REPORTED FIGURES FROM EACH NETWORK, AS AT OCT 2012 41
  • THE NUMBER OF FACEBOOK USERS INVIETNAM HAS GROWN BY MORE THAN 500,000 IN THE PAST 2 WEEKS ALONE SOURCE: SOCIALBAKERS (OCT 2012) 42
  • JUN2012 SOCIAL NETWORK VISITORS 8.2 M 6.8 M 1.9 M FACEBOOK ZING YUME SOURCE: DOUBLECLICK ADPLANNER (JUN 2012, AS CITED IN VIETNAMNET BRIDGE) 43
  • 28% OF VIETNAMESE NETIZENSHAVE A FACEBOOK ACCOUNT SOURCE: BASED ON DATA FROM FACEBOOK (OCT 2012) AND INTERNETWORLDSTATS (SEP 2012) 44
  • GLOBALLY, VIETNAM IS FACEBOOK’SFASTEST GROWING COUNTRY, GROWING 146% IN THE PAST 6 MONTHS ALONE SOURCE: SOCIALBAKERS (OCT 2012) 45
  • A NEW USER FROM VIETNAM JOINS FACEBOOK EVERY3 SECONDS SOURCE: BASED ON DATA FROM SOCIALBAKERS (OCT 2012) 46
  • 94%OF VIETNAM’S FACEBOOK USERS ARE UNDER 35 SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012) 47
  • OCT2012 FACEBOOK IN VIETNAM 45-54: 55-64: 1% <1% 35--44: 65+: 3% <1% 13-17: 17% 25-34: 23% FEMALE: 44% MALE: 56% 18-24: 54% SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012) 48
  • OCT2012 TOP FACEBOOK PAGES IN VIETNAM # FACEBOOK PAGE ‘LIKES’ 01  EWAY.VN 928,991 02  CHONMUA 741,178 03  APPSTORE.VN 228,756 04  MUACHUNG 225,949 05  KFC VIETNAM 222,281 SOURCE: SOCIALBAKERS (OCT 2012) 49
  • 27%OF VIETNAMESE NETIZENS HAVE A ZING ACCOUNT SOURCE: BASED ON THE LATEST AVAILABLE FIGURES FROM ZING.ME (AS AT OCT 2012), AND INTERNETWORLDSTATS (OCT 2012) 50
  • ZING’S REACH ACROSSVIETNAM’S NETIZENS: 59% SOURCE: COMSCORE MEDIA METRIX (APR 2012) 51
  • 77%OF ZING’S USERS ARE UNDER 25 SOURCE: ZING (MAR 2012) 52
  • MAR2012 ZING’S USER BASE BY AGE 36+: 11% 25-35: 12% 13-17: 38% 18-24 39% SOURCE: ZING (MAR 2012) 53
  • 8,000,000 CHAT MESSAGES ARESENT ON ZING EVERY DAY SOURCE: ZING (MAR 2012) 54
  • 24% OF VIETNAM’S NETIZENSHAVE A YOUTUBE ACCOUNT SOURCE: NIELSEN, AS CITED IN THE ADMA YEARBOOK 2012 55
  • 9% OF VIETNAMESE NETIZENS HAVEUSED TWITTER IN THE PAST MONTH SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012) 56
  • UNIQUE VISITORS TO PINTEREST FROM VIETNAM IN Q1 2012: 45,000 SOURCE: COMSCORE MEDIA METRIX (APR 2012) 57
  • 35%OF VIETNAM’S MOBILE INTERNET USERSACCESS SOCIAL MEDIA ON THEIR PHONE SOURCE: CIMIGO NETIZENS REPORT 2012 58
  • MOBILE PHONE SUBSCRIPTIONS IN VIETNAM: 127,318,045 SOURCES: BASED ON ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) 59
  • (! )! THE NUMBER OF MOBILE SUBSCRIPTIONS IN VIETNAM HAS DECLINED BY 2% THIS YEAR SOURCE: BASED ON ITU SUBSCRIBER FIGURES (NOV 2011 AND SEP 2012) 60
  • ON AVERAGE, EVERYONEIN VIETNAM HAS AROUND 1.4MOBILE SUBSCRIPTIONS SOURCE: BASED ON ITU SUBSCRIBER FIGURES (SEP 2012) AND DATA FROM THE US CENSUS BUREAU (OCT 2012) 61
  • 2,100,000,000 ADVERTS ARE SERVED TO MOBILEDEVICES IN VIETNAM EVERY MONTH SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 62
  • (! THAT’S MORE THAN 805 ADVERTS EVERY SECOND )! SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 63
  • Q12012 SHARE OF MOBILE AD IMPRESSIONS 59% 22% 5% 3% NOKIA SAMSUNG LG APPLE SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 64
  • 93% OF MOBILE ADVERTS IN VIETNAMARE DELIVERED TO FEATURE PHONES SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q4 2011 65
  • TOP HANDSET BY SHARE OF AD IMPRESSIONS:NOKIA 3110 SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 66
  • 62%OF VIETNAM’S INTERNET USERS ACCESS VIA MOBILE DEVICES SOURCE: BASED ON DATA FROM BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012), AND INTERNETWORLDSTATS (OCT 2012) 67
  • MOBILE INTERNET USERS IN VIETNAM: 19,000,000 SOURCE: BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012) 68
  • 38%OF MOBILE USERS IN VIETNAMGO ONLINE VIA THEIR PHONES SOURCE: CIMIGO NETIZENS REPORT 2012 69
  • SMARTPHONEPENETRATION IN VIETNAM: 16% SOURCE: ERICSSON CONSUMERLAB (AUG 2012) 70
  • 35% OF VIETNAM’S MOBILEUSERS USE MOBILE APPS SOURCE: ERICSSON CONSUMERLAB (AUG 2012) 71
  • 32%OF VIETNAM’S NETIZENS WOULD MAKEONLINE PURCHASES VIA THEIR PHONE SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012) 72
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  • WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND,AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’STOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
  • WE ARE SOCIAL SINGAPORE @WEARESOCIALSG +65 9146 5356SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG