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Vietnamese social media and online ads 2019

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Social media is the information hub for Vietnamese and many brands take it as the trigger to promote their products. This survey reveals the current consumer behaviors as to online / social medias as well as consumers’ reactions to their marketing

This survey was conducted among 860 samples of 18-47 years old in May 2019.

Published in: Marketing
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Vietnamese social media and online ads 2019

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Vietnamese social media and online ads 2019 Asia Plus Inc.
  2. 2. Overview Social media is the information hub for Vietnamese and many brands take it as the trigger to promote their products. This survey reveals the current consumer behaviors as to online / social medias as well as consumers’ reactions to their marketing This survey was conducted among 860 samples of 18-47 years old in May 2019.
  3. 3. Accessibility to use social media
  4. 4. Media consumption ratio trend (by length) TV, 24% Internet (PC) 35% Internet (Mobile) 27% Others 15% 2016 Q. How long do you access to the following media in a day? (Excluding the time spent for job) Please put the average of the past 7 days. TV, 20% Internet (PC) 30% Internet (Mobile) 42% Others 8% 2019 Mobile internet account for 42% of media access and more than the time spent for PC
  5. 5. Device type to access internet 92% 66% 40% 37% 79% 9% 6% 2% Smartphone Note PC Desktop PC Tablet 2019 Device in use Device in use the most Q. Please choose all the devices that you use to access to internet personally Please choose the device that you use the most to access to internet personally 77% 50% 33% 26% 64% 13% 8% 6% Smartphone Note PC Desktop PC Tablet 2016 Device in use Device in use the most 92% used smartphone to access internet in 2019 compare with 77% of 2016
  6. 6. Motivations to use SNS Social networks are for the communication with family and friends, as well as getting information Q. What are the main reasons that you use social network (up to 3) (N=860) 76% 48% 39% 30% 26% 13% 11% 9% 7% 7% 3% 1% Catch up with family and friends Get information on news and events Find out entertainment news Meet new friends Share photographs and videos Play games Follow brands or business Follow celebrities Find potential dates Provide reviews or opinions Co-ordinate events Others
  7. 7. Social media popularity
  8. 8. Social services in use Messenger and Zalo are the two most popular social media / chat service in Vietnam Q. What of the following social media are you currently using? 89% 72% 39% 32% 30% 26% 25% 24% 18% 13% 11% 10% Messenger Zalo Zing Me Skype Viber Yahoo! LINE Instagram Twitter WhatsApp SnapChat LinkedIn 2016 91% 90% 39% 35% 32% 26% 21% 15% 14% 14% 11% Messenger Zalo Instagram Skype Zing Me Viber Twitter LINE LinkedIn WhatsApp SnapChat 2019
  9. 9. Trusted information source Q. Please choose the media that you find it more trustworthy when an ad appears (5 = most trustworthy) (N=860) Friends 63% TV Program 39%Family 65% Internet Ad 21%Youtube 25%TVCF 40%
  10. 10. Q. Please choose the types of Facebook posts from the brand page that you will like on the scale from 1 to 5 (1 - dislike, 5 - like) Popular social content 17% 21% 20% 17% 9% 20% 19% 19% 17% 12% 31% 29% 27% 26% 30% 18% 21% 20% 21% 22% 15% 10% 15% 19% 27% Contents with video Contents with celebrity Contents with Game Contents with Q&A Contents with infographics 2016 5 4 3 2 1 19% 17% 16% 14% 10% 30% 27% 28% 26% 24% 32% 37% 32% 38% 39% 10% 11% 13% 12% 15% 9% 7% 11% 9% 12% Contents with video Contents with celebrity Contents with Game Contents with Q&A Contents with infographics 2019 5 4 3 2 1 Content with video is the most popular content followed by celebrity and gamification
  11. 11. Vietnamese follows “35 brand pages” in average 23% 26% 28% 35% 38% 40% 56% Receive company information Give-aways / Lucky draw opportuities Receive useful tips I simply like the brand Discounts / Coupon opportunities Receive event information Receive latest product information Reasons of “likes” Q. How many corporate page on Facebook do you “like”? (N=860) / What are the main reasons that you like/follow the brand page? (N=778) Average: 35 brands Followers of brand Facebook page 10% 17% 21% 20% 22% 10% Number of “likes” to brand pages More than 100 50-100 20-50 10-20 1-10 Do not like any pages
  12. 12. Online advertisement popularity
  13. 13. Advertisement effectiveness Q. Have you clicked any of internet or Facebook ads in past 7 days? Have you purchased something after looking at internet ads in last 3 month? 57% 64% 43% 36% 2016 2019 Clicked the ads (in last 7 days) 41% 49% 59% 51% 2016 2019 Purchased items after seeing the ads The percentage of people who clicked ads and purchased slightly increase in 2019
  14. 14. Popular online channels to view ads Q. Which channels would you be likely to click the ads? 49% 31% 17% 18% 16% 18% 53% 42% 20% 20% 19% 18% 15% Facebook Youtube On mobile applications Other internet site Other social media Other video site Messenger 2016 2019 Facebook and Youtube are still dominant channels to click the ads. The likeness to click the ads of Youtube in 2019 is higher than 2016
  15. 15. Types of ads to click 26% 26% 25% 20% 17% 18% 16% 10% 7% 7% 33% 32% 32% 31% 27% 26% 21% 19% 18% 16% 25% 25% 28% 31% 35% 34% 38% 43% 36% 33% 8% 9% 7% 10% 12% 11% 15% 16% 21% 20% 7% 7% 7% 8% 9% 11% 10% 12% 18% 24% Product / services match my interest Good promotion / discount Impressive content Fun content Ads from well known brands Ads with good sounds Ads with celebrities Ads from big company Ads with video Ads that are repeated often Very likely to click Likely to click Average Unlikely to click Never clicks Content interest or price incentive are the good triggers to have consumers react Q. Please rate your willingness to click, in case that the ads are following (1 - unlikely to click, 5 - likely to click) (N=860)
  16. 16. Click experiences and reasons In addition to the content excitement, some are forced to see the ads to see their favorite contents 24% 27% 28% 28% 30% 40% 45% By mistake As it has good promotion As I like the brand As I have to see the ads to see my favorite content As it looks funny As it looks impressive As products match my interest Reasons for clicks Q. Have you clicked any of internet or Facebook ads in past 7 days? (N=860) / Please choose a reason why you clicked on the ad? (only those who clicks) (N=553) 64% 20% 15% Experiences of clicking the ads (in last 7 days) Yes No I do not remember
  17. 17. Click experiences and reasons In addition to the content excitement, some are forced to see the ads to see their favorite contents 17% 22% 25% 31% 32% 36% 53% Sport / Fitness Kitchen / home appliances Books IT / Mobile phones Food and beverages Cosmetics Fashion Items to buy 39% 41% 20% Experiences of shopping online after seeing ads Yes No I do not remember Q. Have you purchased something after looking at internet ads in last 3 month? (N=860) / What are the categories that you have purchased? (N=419)
  18. 18. Reluctance against online advertisement
  19. 19. Attitudes toward online ads Q. Please choose what is applicable to your opinion about internet/ Facebook ads? (N=860) There are too many ads on internet I immediately close online pop-up ads 83% I feel irritated with too many online ads 80% Majority feel there are too many ads and feel uncomfortable with it
  20. 20. Occasions to get irritated by ads Q. Please share us what kind of occasion was that when you felt irritated. (N=860) 12% 4% 4% 6% 12% 55% Others Boring ads Ads are always irritating Promotiong products that does not match my interests Too much repeating Unexpected pop-up when browsing contents (Unexpected) Pop-up ads are the most irritating ads
  21. 21. Reaction to the video ads Q. Please share us what kind of occasion was that when you felt irritated. (N=860) 5% 12% 14% 29% 40% I tend to see the entire ads I tend to see entire ads unless it is boring I close the browser I tend to see minimum duration unless content is interesting I see minimum duration then click Usual actions when ads are on video More than half users tend to click it immediately, unless they find the content interesting
  22. 22. Experiences of removing Facebook ”Likes” 63% removes “likes” from brands occasionally, especially due to the unmatching of the contents 12% 21% 30% 45% 48% 49% When i feel interactions are with separate profiles Post have very few likes Pots frequency are very few Post of low-qualities Too much commercial factors Posts are different from my interests Reasons for the removals Q. Have you ever removed your "like" of corporate Facebook page? (N=773) / What are the reasons that you removed "like"? (N=773) 11% 52% 24% 13% Experiences of removing “likes” Often do it Sometimes do it Have done it before Never
  23. 23. Respondent profile (N=860) Male, 48% Female, 53% Gender This survey was conducted among 860 people from the age of 18 - 47 years old in May 2019. 18-25, 42% 26-34, 45% 35-47, 13% Age
  24. 24. Q&Me – About Online Market Research Services
  25. 25. 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
  26. 26. 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. 500,000 members as of July, 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
  27. 27. 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
  28. 28. 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.
  29. 29. 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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