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Ec penetration and information source in Vietnam

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In Vietnam, the information source has shifted largely to online including social, website etc. This survey was made with an intention to understand the importance of online in terms of information source and purchase.

The survey was conducted to 749 online shoppers from 18-39, nationwide in May 2018.

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Ec penetration and information source in Vietnam

  1. 1. Asia Plus Inc. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Information source and purchase channel among Vietnam e-shoppers
  2. 2. In Vietnam, the information source has shifted largely to online including social, website etc. This survey was made with an intention to understand the importance of online in terms of information source and purchase. The survey was conducted to 749 online shoppers from 18-39, nationwide in May 2018. Objective
  3. 3. About respondents The respondents are e-shoppers who have purchased online in past 12 month 31% 20% 19% 2% 14% Online shopping frequency once/week and more once/2-3 weeks once/month once/2-3 months once/6 months less than once/6 months
  4. 4. Our method We ask the questions regarding the information source and purchase locations for the categories of fashion, food/beverage, cosmetics, IT/mobile, consumer electronics What information do you refer to when you look for XXX? Where do you buy XXX product most?
  5. 5. Category - Fashion
  6. 6. Fashion - Information source 82%=SNS (Facebook), Internet (community)=54%, Internet (brand)=52% 82% 54% 52% 45% 29% 27% 21% 19% 9% 1% SNS (e.g Facebook) Internet (community site) Internet (Brand site) Friends Family Store / store personnel TV Magazine / Newspaper Influencer / KOLs Others Q. What information do you refer to when you look for XXX? Red = Online, Blue = Offline, Green = Word-of-mouth
  7. 7. Fashion - Purchase channel 26% tends to buy fashion products online 26% 74% Purchase location Online Offline 82% 54% 52% 45% 29% 27% 21% 19% 9% 1% SNS (e.g Facebook) Internet (community site) Internet (Brand site) Friends Family Store / store personnel TV Magazine / Newspaper Influencer / KOLs Others Information source Q. What information do you refer to when you look for XXX? / Where do you buy XXX product most?
  8. 8. Category - Food / Beverage
  9. 9. Food / Beverage - Information source Q. What information do you refer to when you look for XXX? 69% 48% 45% 37% 36% 36% 21% 12% 4% 1% SNS (e.g Facebook) Friends Internet (community site) Family Internet (Brand site) Store / store personnel TV Magazine / Newspaper Influencer / KOLs Others Red = Online, Blue = Offline, Green = Word-of-mouth 82%=SNS (Facebook), Friends=48%, Internet (community)=54%
  10. 10. Food / Beverage - Purchase channel 6% tends to buy food/beverage products online 6% 94% Purchase location Online Offline Q. What information do you refer to when you look for XXX? / Where do you buy XXX product most? 69% 48% 45% 37% 36% 36% 21% 12% 4% 1% SNS (e.g Facebook) Friends Internet (community site) Family Internet (Brand site) Store / store personnel TV Magazine / Newspaper Influencer / KOLs Others
  11. 11. Category - Consumer electronics
  12. 12. Consumer Electronics - Information source Q. What information do you refer to when you look for XXX? 55% 52% 51% 43% 35% 32% 23% 13% 2% 1% Internet (Brand site) SNS (e.g Facebook) Internet (community site) Store / store personnel Family Friends TV Magazine / Newspaper Influencer / KOLs Others Red = Online, Blue = Offline, Green = Word-of-mouth 55%=Internet (55%), SNS (Facebook)=52%, , Internet (community)=51%
  13. 13. Consumer Electronics- Purchase channel 5% tends to buy consumer electronics products online 5% 95% Purchase location Online Offline Q. What information do you refer to when you look for XXX? / Where do you buy XXX product most? 55% 52% 51% 43% 35% 32% 23% 13% 2% 1% Internet (Brand site) SNS (e.g Facebook) Internet (community site) Store / store personnel Family Friends TV Magazine / Newspaper Influencer / KOLs Others
  14. 14. Category - IT / Mobile
  15. 15. IT/Mobile - Information source Q. What information do you refer to when you look for XXX? 64% 63% 58% 35% 29% 25% 20% 14% 3% 1% SNS (e.g Facebook) Internet (Brand site) Internet (community site) Friends Store / store personnel Family TV Magazine / Newspaper Influencer / KOLs Others Red = Online, Blue = Offline, Green = Word-of-mouth SNS (Facebook)=64%, , Internet (brand)=63%, Internet (community)=58%
  16. 16. IT / Mobile - Purchase channel 8% tends to buy IT/mobile products online 8% 92% Purchase location Online Offline Q. What information do you refer to when you look for XXX? / Where do you buy XXX product most? 64% 63% 58% 35% 29% 25% 20% 14% 3% 1% SNS (e.g Facebook) Internet (Brand site) Internet (community site) Friends Store / store personnel Family TV Magazine / Newspaper Influencer / KOLs Others
  17. 17. Category - Cosmetics
  18. 18. Cosmetics - Information source Q. What information do you refer to when you look for XXX? 68% 53% 48% 40% 31% 25% 16% 14% 8% 1% SNS (e.g Facebook) Internet (Brand site) Internet (community site) Friends Store / store personnel Family TV Magazine / Newspaper Influencer / KOLs Others Red = Online, Blue = Offline, Green = Word-of-mouth SNS (Facebook)=68%, Internet (brand)=53%, Internet (community)=48%
  19. 19. Cosmetics - Purchase channel 22% tends to buy cosmetics products online 22% 78% Purchase location Online Offline Q. What information do you refer to when you look for XXX? / Where do you buy XXX product most? 68% 53% 48% 40% 31% 25% 16% 14% 8% 1% SNS (e.g Facebook) Internet (Brand site) Internet (community site) Friends Store / store personnel Family TV Magazine / Newspaper Influencer / KOLs Others
  20. 20. Summary • Most of the e-shoppers heavily rely on online for the source information. Social Network (e.g Facebook) are the best information source for cosmetics, fashion, IT/mobile etc • Online purchase is much lower compared with information source. However, there are such categories as fashion or cosmetics where more than 20% of e-shoppers use online channel the most • Online purchase in IT/mobile, cosmetics, food/beverage are limited to a single digit, although online is used as information source
  21. 21. Respondent profile (N=749) Gender Male, 49%Female, 51% 18 - 23, 38% 24 - 29, 29% 30 - 39, 33% Age HCM, 32% Hanoi, 33% Others, 35% City
  22. 22. Q&Me – About Online Market Research Services
  23. 23. Enhanced Service 3: Business survey Provide the technology-driven solution to understand the market better Our research solutions Online market research Quick data collection and real-time analysis using online technology Offline data collections research Traditional market research with technology, for better quality assurance
  24. 24. Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/3 of the competitor pricing
  25. 25. Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 330,000 members as of Mar, 2018 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City
  26. 26. Process for the quality assurance Questionnaire based on the exact profile • Refined and very derailed database panel Take out users with irrelevant replies • Remove Fake questions hit users • Remove Contradicted answer users • Take out straight answer users Take out speed users • We count the average median time and take out those who are less than that Manual check by the experienced researchers • Our experienced researchers will check the relevance as well as open comments Re-assortment of panelist priorities • Based on the survey results, bad users are screened out while prioritizing those who return s good feedbacks.
  27. 27. Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam. Our quality score by SSI Evaluation for our quality assurance
  28. 28. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3, HCM City, Vietnam Tel. +84 839 100 043

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