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Vietnam social network popularity 2018

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Social media becomes the information hub for Vietnamese and they spend hours on Facebook, Zalo and the other services daily.

This survey was made to understand the latest trend and usage of social media service in Vietnam.

The survey was made in Sept 2018, to 620 people in HCM and Hanoi.

Published in: Marketing
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Vietnam social network popularity 2018

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Vietnam social network popularity 2018 Asia Plus Inc.
  2. 2. Overview Social media becomes the information hub for Vietnamese and they spend hours on Facebook, Zalo and the other services daily. This survey was made to understand the latest trend and usage of social media service in Vietnam. The survey was made in Sept 2018, to 620 people in HCM and Hanoi.
  3. 3. Internet usage is more than the total of the other media Q. How long do you access to the following media in a day? (excluding the time used for the works) Daily average media usage (hours) 2.8 2.4 1.5 0.2 0.2 0.2 Internet (Mobile) Internet (PC/Tablet) TV Newspaper Magazine Radio
  4. 4. Internet usage is longer than TV and people access online from mobile longer Daily media usage in detail Q. How long do you access to the following media in a day? (excluding the time used for the works) 16% 21% 17% 20% 11% 5% 10% 0 1 - 30 min 31 - 60 min 1 - 2 hours 2 - 3 hours 3 - 4 hours More than 4 hours TV 2% 7% 14% 19% 15% 14% 30% 0 1 - 30 min 31 - 60 min 1 - 2 hours 2 - 3 hours 3 - 4 hours More than 4 hours Internet (Mobile) 11% 11% 12% 17% 10% 10% 28% 0 1 - 30 min 31 - 60 min 1 - 2 hours 2 - 3 hours 3 - 4 hours More than 4 hours Internet (PC/Tablet)
  5. 5. Messaging service popularity
  6. 6. Facebook and Zalo are the two dominant messaging service in Vietnam Q. What are the messaging service that you are in use? 96% 90% 28% 27% 15% 13% 10% 10% 7% 4% 10% 72% 73% 85% 87% 90% 90% 93% Facebook Zalo Viber Skype LINE Yahoo! Messenger WeChat WhatsApp Kakao Talk In use Not in use Messaging service popularity
  7. 7. Most popular messaging service Facebook Messenger is slightly popular than Zalo. Messenger is popular among the youth while Zalo is supported by the elderly. 79% 50% 39% 20% 46% 56% 18-24 25-32 33-39 FB Messenger vs Zalo comparison by age Facebook messenger Zalo Q. What are the messaging service that you use the most? 56% 40% 2% 1% Total Facebook messenger Zalo Skype Viber
  8. 8. Facebook Messenger and Zalo are used regardless of the age. Viber and Skype are more popular for 30’s Q. What are the messaging service that you are in use? 96% 98% 92% 98% 98% 94% 96% 95% Facebook Messenger Messaging service popularity by profile 90% 83% 91% 95% 89% 91% 92% 89% Zalo 27% 16% 34% 32% 27% 27% 38% 29% Skype 28% 14% 33% 36% 27% 28% 43% 24% Viber 15% 13% 20% 13% 17% 14% 21% 13% LINE 13% 10% 15% 13% 13% 13% 13% 11% Yahoo! Messenger
  9. 9. Social media popularity
  10. 10. Reasons to use social media Friends / relatives communications is the most important reason for using social media. Q. What are the reasons that you use social media? 15% 15% 17% 19% 20% 22% 23% 27% 32% 34% 40% 41% 44% 53% 95% Know new people from other countries Extend my business network Attend campaign / promotion Sell goods Receive event information Receive info from companies / brands Receive celebrities information Share my knowledge / opinions Know new people with same interests Share my daily lives Career / business related update Interests / hobbies update Buy goods News / Trend update Friends / relatives communications
  11. 11. Facebook popularity is the top, followed by Zalo & Instagram. Q. What are the social media service that you are in use? 98% 89% 38% 18% 16% 2% 11% 62% 82% 84% Facebook Zalo (timeline) Instagram Twitter LINE (timeline) In Use Not in use Social media service popularity
  12. 12. Zalo is used more at elders while Instagram is used more at youngsters. Q. What are the social media service that you are in use? 98%100% 95% 100%99% 97% 98% 97% Facebook Social network popularity by profile 89% 83% 90% 94% 88% 90% 90% 89% Zalo 38% 47% 38% 29% 35% 40% 45% 39% Instagram
  13. 13. Most popular social media Facebook is more popular at youngsters while Zalo more popular at elders. 88% 78% 69% 10% 20% 30% 18-24 25-32 33-39 Facebook vs Zalo comparison by age Facebook Zalo Q. What are the social media that you use the most? 79% 20% 2% Total Facebook messenger Zalo Others
  14. 14. Usage comparison - Facebook vs Zalo Time spend for Facebook is more than Zalo 10% 24% 25% 19% 9% 6% 8% Less than 30 minutes 31 - 60 minutes 1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours More than 5 hours Facebook 31% 28% 20% 9% 5% 2% 6% Less than 30 minutes 31 - 60 minutes 1 - 2 hours 2 - 3 hours 3 - 4 hours 4 - 5 hours More than 5 hours Zalo Q. How long do you use <Service name> a day?
  15. 15. Reasons to use social media by social media While Facebook has a versatile usage, Zalo is used mainly for friends / family communication. Instagram is for receiving the information about the favorite celebrities or the latest trend Q. What are the reasons that you use <media name>? Friends / Family communication 89% Friends / Family communication 91% News / trends update 50% News / trends update 55% News / trends update 25% Update about celebrities 43% Interests / hobbies update 49% Interests / hobbies update 21% Friends / Family communication 47% Shopping (buy goods) 43% Post my lifestyle 21% Post my lifestyle 23% Receive career / biz information 37% Find new friends w/ same interests 19% Interests / hobbies update 45% Post my lifestyle 35% Receive career / biz information 21% Shopping (buy goods) 18% Facebook Zalo Instagram No.1 No.2 No.3 No.4 No.5 No.6
  16. 16. What you post on social media Zalo and Instagram are used more for personal-related including selfie, opinions and purchased items, while Facebook posts are to be shared generally. Q. What are the things that you post? / * Regular users are those who post more than once / week Photo with friends 56% Selfie 46% Scenery (place visited) 54% Scenery (place visited) 50% Scenery (place visited) 41% Selfie 52% Photo with family 48% Photo with friends 44% Photo with friends 43% Selfie 42% Photo with family 40% Food 37% Opinions 39% Opinions 37% Photo with family 33% Facebook Zalo Instagram No.1 No.2 No.3 No.4 No.5 41% 59% 31% 69% 25% 75%Regular users
  17. 17. What you post on social media - by age Selfie and food get less for the elderly group, while photo with family or friends increase Q. What are the things that you post? 45% 42% 48% 31% 34% 37% 52% 55% 48% 46% 39% 33% 52% 46% 39% 51% 35% 27% Photo with friends Scenery(place to have visited) Selfie Photo with family Opinions Food 18-24 25-32 33-39
  18. 18. Social media usage change The usage of social media increases after 25 years old for Facebook and Zalo. Instagram fans increase start from more younger ages Q. Compared with 12 month ago, how does your usage of <Media name> change? 43% 39% 44% 46% 35% 32% 34% 39% 22% 29% 22% 15% Total 18-24 25-32 33-39 Facebook More Same Less 40% 29% 45% 46% 43% 45% 39% 44% 17% 25% 16% 10% Total 18-24 25-32 33-39 Zalo More Same Less 29% 33% 33% 17% 46% 41% 39% 64% 25% 27% 28% 19% Total 18-24 25-32 33-39 Instagram More Same Less
  19. 19. Summary • Facebook and Zalo are the two most popular messaging as well as social media service in Vietnam • Instagram is used almost by the half of users especially among the youth • Zalo popularity is among the 30’s while Facebook is more used by the younger generations • Freinds / family communication is the biggest motivation for Facebook and Zalo while Instagram is for the trend update • Zalo and Instagram are used more for personal-related including selfie, opinions and purchased items, while Facebook posts are to be shared generally.
  20. 20. AUDIENCE PROFILE
  21. 21. Gender Male, 50%Female, 50% 18-24, 34% 25-32, 34% 33-39, 32% Age HCM, 32% Hanoi, 31% Others, 37% City Household income 34% 36% 30% Under 10,000,000 VND 10,000,001 VND - 20,000,000 VND Above 20,000,000 VND Respondents profile (N=620)
  22. 22. Q&Me – About Online Market Research Services
  23. 23. 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
  24. 24. 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 March, 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
  25. 25. 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
  26. 26. 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.
  27. 27. 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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