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Social network importance for Vietnamese brands

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Social network is the information hub for Vietnamese and indispensable tools for brands and service providers. This survey was conducted to understand the social usage among Vietnamese as brand information source and contact source.

This survey was conducted among 18-44 years old male / female in Vietnam. The survey was held on May 2019.

Published in: Marketing
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Social network importance for Vietnamese brands

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Survey about social network importance for brand / services in Vietnam Asia Plus Inc.
  2. 2. Overview Social network is the information hub for Vietnamese and indispensable tools for brands and service providers. This survey was conducted to understand the social usage among Vietnamese as brand information source and contact source. This survey was conducted among 18-44 years old male / female in Vietnam. The survey was held on May 2019.
  3. 3. Social marketing effectiveness
  4. 4. Device to access 98% 57% 42% 35% 6% 89% 4% 4% 2% 0% Smartphone Laptop Desktop Tablet Feature phone Q. What are the devices that you use to access to social network? Smartphone is the dominant popular device for social network access
  5. 5. Social network popularity for brands - Facebook 80% follow the brand. The average brand / service to follow is 15.6 for the reasons of receiving promotions or campaign 99% 80% Those who use the service Those who use it to follow brands Popularity Q. Do you use XX? / Do you follow any of the brand page via XX ? / How many brands do you follow approximately in XX ? / What are reasons for following brand page via Facebook? Please choose answers that fit you 57% 22% 9% 9% # of brands to follow 10 and less 11-20 21-30 31-40 41-50 More than 50 72% 66% 50% 38% 36% 26% 19% Receive promotion or campaign information Receive new product or service update As I like the brand As the brand posts useful information As their posts are good As their posts have nice photos As the brand use my favorite celebrities Reasons to follow
  6. 6. Social network popularity for brands - Instagram 48% use the service, in which 83% follow the brand. The average brand / service to follow is 14.8 for receiving new product or services 48% 83% Those who use the service Those who use it to follow brands Popularity Q. Do you use XX? / Do you follow any of the brand page via XX ? / How many brands do you follow approximately in XX ? / What are reasons for following brand page via Facebook? Please choose answers that fit you 56% 24% 7% 8% # of brands to follow 10 and less 11-20 21-30 31-40 41-50 More than 50 66% 58% 51% 47% 40% 36% 32% Receive new product or service update Receive promotion or campaign information As I like the brand As their posts are good As their posts have nice photos As the brand posts useful information As the brand use my favorite celebrities Reasons to follow
  7. 7. Social network popularity for brands - Zalo 92% use the service, in which 51% follow the brand. The average brand / service to follow is 10.7 for the reasons of receiving new product or service 92% 51% Those who use the service Those who use it to follow brands Popularity Q. Do you use XX? / Do you follow any of the brand page via XX ? / How many brands do you follow approximately in XX ? / What are reasons for following brand page via Facebook? Please choose answers that fit you 68% 18% 8% 4% # of brands to follow 10 and less 11-20 21-30 31-40 41-50 More than 50 65% 61% 42% 41% 31% 29% 21% Receive new product or service update Receive promotion or campaign information As their posts are good As I like the brand As their posts have nice photos As the brand posts useful information As the brand use my favorite celebrities Reasons to follow
  8. 8. Top brands that the posts are seen often No.1 No.2 No.3 No.4 No.5 No.6 No.7 No.8 No.9 No.10
  9. 9. Top brands that the posts are interesting No.1 No.2 No.3 No.4 No.5 No.6 No.7 No.8 No.9 No.10
  10. 10. Usage of social chat in brand / service contacts
  11. 11. Do you use “chat” for the inquiries to brand or services? Yes, 48% No, 52% Q. Have you ever used chat service to inquire with brand or services? Nearly half use “chat” to ask inquiries to the brand or services.
  12. 12. Popular Chat app for brand / service inquiries Facebook Messenger is the dominant popular app followed by Zalo. The proprietary chat service on Web follows afterwards. Q. What chat services do you use for inquiring with the brand / services? 89% 65% 45% 18% 13% 2% Facebook Messenger Zalo The chat services embedded on website Instagram Twitter Others
  13. 13. What services / brands do you use chat services? Other than online shopping, chat are used for general shop & brand inquiries. Travel and hotels follows after those. Q. Who doyou chat with? 63% 55% 43% 33% 29% 27% 26% 19% 3% Online shopping providers Shop Brand Travel-related Hotel Beauty service (Spa, Massage) Restaurant Event agency Others
  14. 14. What do you inquire about? Product detail / pricings are the top inquiries. Q. What are the inquiries about? 70% 65% 57% 55% 33% 31% 31% 3% Product or service information Pricing Promotions Product availability Reservation Opening hours Locations Others
  15. 15. Reasons to use chat services for inquiries Convenience, easiness and quickness are the 3 biggest factors why chat is chosen over the other methods Q. What are the reasons that you use chat services? 67% 64% 56% 54% 53% 38% 34% 20% Convenience Easy to ask Quick to react Flexibility in asking Interactive Good customer support As the information is kept in my device for later check As I know whom i talk with
  16. 16. Contact method - online shopping 51% 42% 15% 13% 13% Chat Telephone SMS Visit store in advance Email Q. What are the methods that you use in asking with shop owner in online shopping? Chat is the most popular method - 51% use chat for the inquiries
  17. 17. Contact method - restaurant 47% 30% 22% 13% 10% Telephone Chat Visit store in advance SMS Email Q. What are the methods that you use in making reservation for the restaurant? Chat is the second most popular method - 30% use chat for the inquiries
  18. 18. Contact method - beauty services 41% 25% 16% 13% 9% Telephone Chat Visit store in advance SMS Email Q. What are the methods that you use in making reservation for the beauty services (hair cut, SPA / massage)? Chat is the second most popular method - 25% use chat for the inquiries
  19. 19. Chat contact satisfactions *Very important=33%, important=58% (out of 4 criteria) Q. How much are you satisfied with the support via chat in general? Lorem ipsum dolor sit amet, consectetur adipiscing elit. Cras varius quis nibh eget rhoncus. Very satisfied, 27% Satisfied, 57% Average, 15%
  20. 20. Summary • Smartphone is the dominantly popular tools for the social network access • Social network is also the very popular tools to follow brand or services. • Facebook is popular in terms of the usage and the main reasons to follow is for the promotion/campaign. Instagram, on the other hand, has fewer usage but those who use it has as frequent usage as Facebook. Instagram is used more for brand information. • Also, social chat becomes popular tool to contact brand / service. Half of the users have used chat to contact brand or services. • The most popular usage is the online shopping for pricing and promotion inquiries • In service restaurant such as restaurant or beauty services, chat usage gets popular as well although telephone is the most popular usage. • Convenience, easiness and quickness are the 3 biggest factors why chat is chosen over the other methods
  21. 21. Respondent profile - Social marketing effectiveness(N=612) Male, 49% Female, 51% Gender 18-29, 57% 30-44, 43% Age HCM, 41% Hanoi, 34% Others, 25% City
  22. 22. Respondent profile - Usage of social chat in brand / service contacts (N=525) Male, 47% Female, 53% Gender 18-24, 28% 25-29, 34% 30-, 29% Age HCM, 32% Hanoi, 48% Others, 20% City 15% 32% 50% 3% Less than 9M 9-14M 14M-20M More than 20M Household income
  23. 23. Q&Me – About Online Market Research Services
  24. 24. Enhanced Service 3: Business survey Provide the research services driven by the technogies Our research solutions Consumer research app Admin platform Traditional market research Collect surveys from online consumers Effective retail audit or data collection Plan, Manage and Analyze data
  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. 4500,000 members as of June, 2019 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. Our advantage – Quick with quality 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
  27. 27. Our quality assurance process 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.
  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 2839 100 043

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