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SOCIAL, DIGITAL
 AND MOBILE IN


VIETNAM
 we are social
  DECEMBER 2011
we are social
                FOR MORE INFO ON THIS REPORT, PLEASE
                CONTACT SIMON KEMP AT WE ARE SOCIAL:

                      SIMON.KEMP@WEARESOCIAL.SG
                      @WEARESOCIALSG
                      +65 9146 5356
                      DJESKI
                      HTTP://WEARESOCIAL.SG

we are social
VIETNAM


                     85,846,997                                                      30%                                 70%

                           TOTAL POPULATION                                        URBAN                                RURAL


                     29,268,606                                                           34 %
                             INTERNET USERS                                        INTERNET PENETRATION



                       6,800,000                                                          8%
                USERS ON TOP SOCIAL NETWORK                                        SOCIAL NETWORK PENETRATION



                  129,729,035                                                                                        100+ %
                         MOBILE SUBSCRIBERS                                        MOBILE PENETRATION


                                                                                  SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011;
we are social                                 LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011
2 IN 3
                 VIETNAMESE NETIZENS
                USE THE WEB EVERY DAY




we are social                           SOURCE: CIMIGO NETCITIZENS REPORT
VIETNAMESE NETIZENS SPEND AN AVERAGE OF

                   140 MINUTES
                   USING THE INTERNET EACH WEEKDAY




we are social                                             SOURCE: COMSCORE
26%
                OF VIETNAMESE NETIZENS ACCESS
                 THE WEB FROM INTERNET CAFES




we are social                                   SOURCE: CIMIGO NETCITIZENS REPORT
THE AVERAGE VIETNAMESE SOCIAL MEDIA USER SPENDS

                137 MINUTES
                ON SOCIAL MEDIA SITES EVERY MONTH




we are social                                             SOURCE: COMSCORE
97%
                OF VIETNAMESE INTERNET USERS
                AGED 15 – 24 USE SOCIAL MEDIA




we are social                                   SOURCE: COMSCORE
SOCIAL NETWORK USER NUMBERS IN VIETNAM:




                 ZING                                FACEBOOK                                                   YUME

           6.8 M                               2.9 M                                                  2.9 M

we are social           SOURCE: LATEST SITE-REPORTED METRICS, AS AVAILABLE NOVEMBER 2011. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USERS MAY BE LOWER
FACEBOOK DEMOGRAPHICS IN VIETNAM

                   45-54:      55-64:
                    1%          0%      65+:
         35--44:                        0%
          4%

                              13-17:
                               13%

              25-34:
               25%
                                               MALE:                      FEMALE:
                                               54%                          46%


                            18-24:
                             56%




we are social                                          SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
TOP FACEBOOK PAGES IN VIETNAM

     #     BRAND PAGE                       LIKES                        GROWTH
     1    MUACHUNG                         169,646                        0.00%
     2    NHÓMMUA                          126,424                        0.00%
     3    NHÓMMUA HÀ NỘI                   56,695                         0.00%
     4    KFC VIETNAM                      44,598                        18.95%
     5    LINKSYS VIETNAM                   37,135                        0.30%
     6    CUNGMUA.COM                      35,626                        14.84%
     7    HTC VIETNAM                      35,280                         2.86%
     8    CONVERSE VIETNAM                 33,636                         5.31%
     9    ACER VIỆT NAM                    30,558                         0.00%
     10   VIETNAM AIRLINES                 28,936                        24.38%



we are social                                   SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
REACH OF INSTANT
                MESSAGING IN VIETNAM:


                     72%

we are social                           SOURCE: COMSCORE
30,000,000
                VIETNAMESE NETIZENS HAVE VISITIED
                ONLINE AUCTION OR SHOPPING SITES




we are social                                       SOURCE: ASIA DIGITAL MAP
78%
                   OF VIETNAMESE NETIZENS
                HAVE LISTENED TO MUSIC ONLINE




we are social                                   SOURCE: NIELSEN
60%
                 OF VIETNAMESE NETIZENS
                HAVE DOWNLOADED MUSIC




we are social                             SOURCE: NIELSEN
65%
                OF VIETNAMESE WEB USERS WOULD SHARE
                   THEIR INTERNET USE PATTERNS WITH
                ADVERTISERS TO SEE MORE RELEVANT ADS



we are social                                          SOURCE: NIELSEN
40%
                OF VIETNAM’S INTERNET USERS HAVE USED
                  A MOBILE DEVICE TO ACCESS THE WEB




we are social                                           SOURCE: NIELSEN
MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS:
                          HTTP://WEARESOCIAL.SG


we are social
SIMON KEMP    LAM CAI YU
               MANAGING DIRECTOR   ACCOUNT EXECUTIVE
                      @ESKIMON     @HICAIS
      SIMON.KEMP@WEARESOCIAL.SG    CAIYU.LAM@WEARESOCIAL.SG
           HTTP://WEARESOCIAL.SG   HTTP://WEARESOCIAL.SG


we are social

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We Are Social's Guide to Social, Digital and Mobile in Vietnam Dec 2011

  • 1. SOCIAL, DIGITAL AND MOBILE IN VIETNAM we are social DECEMBER 2011
  • 2. we are social FOR MORE INFO ON THIS REPORT, PLEASE CONTACT SIMON KEMP AT WE ARE SOCIAL: SIMON.KEMP@WEARESOCIAL.SG @WEARESOCIALSG +65 9146 5356 DJESKI HTTP://WEARESOCIAL.SG we are social
  • 3. VIETNAM 85,846,997 30% 70% TOTAL POPULATION URBAN RURAL 29,268,606 34 % INTERNET USERS INTERNET PENETRATION 6,800,000 8% USERS ON TOP SOCIAL NETWORK SOCIAL NETWORK PENETRATION 129,729,035 100+ % MOBILE SUBSCRIBERS MOBILE PENETRATION SOURCES: UN DATA ACCESSED NOV 2011; INTERNET WORLD STATS ACCESSED NOV 2011; we are social LATEST SITE-REPORTED FIGURES AS AT NOV 2011; OPERATOR-REPORTED FIGURES AS CITED ON WIKIPEDIA, ACCESSED NOV 2011
  • 4. 2 IN 3 VIETNAMESE NETIZENS USE THE WEB EVERY DAY we are social SOURCE: CIMIGO NETCITIZENS REPORT
  • 5. VIETNAMESE NETIZENS SPEND AN AVERAGE OF 140 MINUTES USING THE INTERNET EACH WEEKDAY we are social SOURCE: COMSCORE
  • 6. 26% OF VIETNAMESE NETIZENS ACCESS THE WEB FROM INTERNET CAFES we are social SOURCE: CIMIGO NETCITIZENS REPORT
  • 7. THE AVERAGE VIETNAMESE SOCIAL MEDIA USER SPENDS 137 MINUTES ON SOCIAL MEDIA SITES EVERY MONTH we are social SOURCE: COMSCORE
  • 8. 97% OF VIETNAMESE INTERNET USERS AGED 15 – 24 USE SOCIAL MEDIA we are social SOURCE: COMSCORE
  • 9. SOCIAL NETWORK USER NUMBERS IN VIETNAM: ZING FACEBOOK YUME 6.8 M 2.9 M 2.9 M we are social SOURCE: LATEST SITE-REPORTED METRICS, AS AVAILABLE NOVEMBER 2011. FIGURES REPRESENT TOTAL USER NUMBERS; UNIQUE ACTIVE USERS MAY BE LOWER
  • 10. FACEBOOK DEMOGRAPHICS IN VIETNAM 45-54: 55-64: 1% 0% 65+: 35--44: 0% 4% 13-17: 13% 25-34: 25% MALE: FEMALE: 54% 46% 18-24: 56% we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
  • 11. TOP FACEBOOK PAGES IN VIETNAM # BRAND PAGE LIKES GROWTH 1 MUACHUNG 169,646 0.00% 2 NHÓMMUA 126,424 0.00% 3 NHÓMMUA HÀ NỘI 56,695 0.00% 4 KFC VIETNAM 44,598 18.95% 5 LINKSYS VIETNAM 37,135 0.30% 6 CUNGMUA.COM 35,626 14.84% 7 HTC VIETNAM 35,280 2.86% 8 CONVERSE VIETNAM 33,636 5.31% 9 ACER VIỆT NAM 30,558 0.00% 10 VIETNAM AIRLINES 28,936 24.38% we are social SOURCE: FACEBOOK, AS CITED IN SOCIALBAKERS, NOVEMBER 2011
  • 12. REACH OF INSTANT MESSAGING IN VIETNAM: 72% we are social SOURCE: COMSCORE
  • 13. 30,000,000 VIETNAMESE NETIZENS HAVE VISITIED ONLINE AUCTION OR SHOPPING SITES we are social SOURCE: ASIA DIGITAL MAP
  • 14. 78% OF VIETNAMESE NETIZENS HAVE LISTENED TO MUSIC ONLINE we are social SOURCE: NIELSEN
  • 15. 60% OF VIETNAMESE NETIZENS HAVE DOWNLOADED MUSIC we are social SOURCE: NIELSEN
  • 16. 65% OF VIETNAMESE WEB USERS WOULD SHARE THEIR INTERNET USE PATTERNS WITH ADVERTISERS TO SEE MORE RELEVANT ADS we are social SOURCE: NIELSEN
  • 17. 40% OF VIETNAM’S INTERNET USERS HAVE USED A MOBILE DEVICE TO ACCESS THE WEB we are social SOURCE: NIELSEN
  • 18. MORE ASIAN SOCIAL, DIGITAL AND MOBILE STATS: HTTP://WEARESOCIAL.SG we are social
  • 19. SIMON KEMP LAM CAI YU MANAGING DIRECTOR ACCOUNT EXECUTIVE @ESKIMON @HICAIS SIMON.KEMP@WEARESOCIAL.SG CAIYU.LAM@WEARESOCIAL.SG HTTP://WEARESOCIAL.SG HTTP://WEARESOCIAL.SG we are social