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Vietnam Digital Landscape 2017

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Vietnam Digital Market Overview Online Population Demographic
Vietnam Internet User Behavior Vietnam Mobile Vietnam Social Network Vietnam E-commerce

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Vietnam Digital Landscape 2017

  1. 1. VIETNAM DIGITAL LANDSCAPE 2017
  2. 2. TABLE OF CONTENT 1 5 2 3 4 6 Vietnam Digital Market Overview Online Population Demographic Vietnam Internet User Behavior Vietnam Mobile Vietnam Social Network Vietnam E-commerce 7 Appendix 1 5 2 3 4 6 7
  3. 3. Vietnam Digital Market Overview VIETNAM DIGITAL MARKET OVERVIEW01
  4. 4. Internet user 2016: 49 millions Penetration: 52% of population Ranking: 13th User 1-year change: 3,3% VN in global context
  5. 5. Overview: Vietnam Population Total population By gender 49% 51% By region 31%69% 94,93 millions
  6. 6. Overview: Vietnam Population 23.84% 16.69% 45.22% 8.24% 6.01% 0 20 40 60 0-14 15-24 25-54 55-64 65+ Vietnam population Struture by Age These generations (15-54) are main target audiences of Digital Marketing
  7. 7. 44.3 48.2 52.1 55.8 59.3 62.6 0 10 20 30 40 50 60 70 2015 2016 2017 2018 2019 2020 Number of internet users in Vietnam from 2025 to 2021 in millions Overview: Vietnam Internet Users
  8. 8. 41.81 46.76 51.42 55.54 59.04 61.91 64.24 66.1 0 10 20 30 40 50 60 70 2014 2015 2016 2017 2018 2019 2020 2021 Number of mobile phone Internet users in Vietnam from 2014 to 2021 in millions Overview: Vietnam Internet Users
  9. 9. Which devices do people use? 98% 72% 44% 14% 0 10 20 30 40 50 60 70 80 90 100 Mobile phone Smartphone Computer Tablet Overview: Vietnam Internet Users
  10. 10. Vietnam Digital Market Overview ONLINE POPULATION DEMOGRAPHIC02
  11. 11. Online population demographic 96 86 75 59 52 4 14 25 41 48 Under 25 25-34 35-44 45-54 55+ Yes No Percentage of Vietnamese who use Internet for personal purpose by age Base: Online and Offline population, n= 256
  12. 12. Percentage of Vietnamese who use Internet for personal purpose by Gender 82% 73% Online population demographic Base: Online and Offline population, n= 492
  13. 13. Vietnam Digital Market Overview VIETNAM INTERNET USER BEHAVIOR03
  14. 14. Percentage of devices used to online 55% 30% 14% 0 10 20 30 40 50 60 More often via smartphone than computer/table Equally via smartphone & computer/ tablet More often via computer/ tablet than smartphone Base: Internet users, n=765 Vietnam Internet User Behavior Vietnam users tend to use smartphone to go online more than computer or table, which is called as “mobile trend”
  15. 15. Vietnam Internet User Behavior 87% 79% 77% 73% 72% 44% 41 49 8% 11% 10% 17% 19% 15% 15 11 0 50 100 Read newspaper Access e-mail Participate in forum, social networks Entertainment Research/ study Play game Search for information of goods… Others Weekly Daily Base: Internet User, n=967 Most popular online activities in Vietnam in 2015
  16. 16. Vietnam Internet User Behavior 87% 73% 78% 77% 65% 52% 42% 50% 6% 13% 10% 14% 18% 12% 14% 8% 0 50 100 Read newspaper Access e-mail Participate in forum, social networks Entertainment Research/ study Play game Search for information of goods and… Others Weekly Daily Most popular mobile Internet activities in Vietnam in 2015 Base: Internet User, n=967
  17. 17. Weekly access of online video 2015 92% 85% 81% 76% 74% 62% 0 10 20 30 40 50 60 70 80 90 100 Viet Nam Phillippines Indonesia Thailand Malaysia Singapore Series 1 Column1 Column2 Overview: Vietnam Internet Users
  18. 18. Frequency of watching online video 52% 36% 8% 3% 2% 0 10 20 30 40 50 60 Every day Every week Every month Less than once a month Never watch online video Vietnam Internet User Behavior
  19. 19. Online video access by device in 2015 62% 58% 18% 12% 2% 0 10 20 30 40 50 60 70 Smartphone PC Tablet Smart TV TV box Vietnam Internet User Behavior
  20. 20. Type of video- on- demand watched in 2015 97% 90% 89% 87% 84% 83% 82% 81% 80% 79% 77% 26% 0 20 40 60 80 100 120 Vietnam Internet User Behavior And comes the new trend, Video-on-demand…
  21. 21. 90% 56% 54% 48% 45% 44% 42% 39% 37% 0 10 20 30 40 50 60 70 80 90 100 Vietnam Internet User Behavior Type of video-on-demand watched in 2016
  22. 22. On Average (via any device) 2h33m Vietnam Internet User Behavior Daily time spent on device 6h53m Via PC or Tablet 2h39m
  23. 23. Estimated digital advertising revenue in VN 2017 The largest segment of the market is “search advertising” with an estimated market volume of 33 millions USD Revenue in digital advertising in vietnam amounts to 76 millions USD in 2017
  24. 24. Vietnam Digital Market Overview VIETNAM MOBILE 05
  25. 25. Mobile connections by type Total number of mobile connections Mobile connections as a percentage of total population Percentage of mobile connections that are pre-paid Percentage of mobile connection that are post-paid Percentage of mobile connections that are broadband (3G&4G) Vietnam mobile 124,7 millions 131 % 89% 11% 30%
  26. 26. Number of smartphone users in VN from 2015 to 2021 (in millions) 20.6 24.6 28.5 32 37.8 40 0 5 10 15 20 25 30 35 40 45 2015 2016 2017 2018 2019 2020 Vietnam mobile
  27. 27. Online activities on smartphone What online activities do people do on their smartphones at least weekly? 78% 77% 69% 53% 37% 21% 20% 7% 0 20 40 60 80 100 Visit social networks Watch online videos Use Search engines Listen to music Play games Look for product information Check mail Look up maps and directions Base: Internet user, n=765 Vietnam mobile
  28. 28. Vietnam mobile Average daily time spent on mobile apps by smartphone users in 2016 in minutes 72 69 68 59 51 45 0 10 20 30 40 50 60 70 80 Philippines Indonesia Thailand Malaysia Vietnam China
  29. 29. Top 3 app categories used daily Social networking 94% Messaging/ communications: 61% Search 77% Vietnam mobile 1/ 2/ 3/
  30. 30. Vietnam mobile Time spent on daily used apps
  31. 31. Vietnam Digital Market Overview VIETNAM SOCIAL NETWORK 05
  32. 32. Top active social platforms 51% 51% 37% 32% 30% 22% 22% 21% 18% 14% 13% 12% 0 10 20 30 40 50 60 Facebook Youtube Facebook Messenger Google+ Zalo Twitter Insta Skype Viber Linkedin Wechat Line Vietnam Social Network
  33. 33. 3.6 7.5 6.9 2.6 0.9 0.4 0.1 3.6 7.8 8 2.9 1 0.4 0.2 0 1 2 3 4 5 6 7 8 9 13-17 18-24 25-34 35-44 45-54 55-64 65+ Female Male Facebook user profile by age and gender Vietnam Social Network Age Total Female Male Total 46,000,000 48% 52% 13-17 7,200,000 8% 8% 18-24 15,290,000 16% 17% 25-34 14,960,000 16% 17% 35-44 5,430,000 6% 6% 45-54 1,940,000 2% 2% 55-64 770,000 1% 1% 65+ 320,000 0 0
  34. 34. Vietnam Digital Market Overview VIETNAM E-COMMERCE 06
  35. 35. 43% 24% 12% 6% 6% 0 10 20 30 40 50 Online Television Instore Ads Magazine/ Newspaper Poster Base: Internet users, n=949 Advertising channels that people first learned of their purchased product Vietnam E-commerce
  36. 36. Estimated Revenue in 2017: 2,187 millions USD Estimated User penetration: 50,5% Estimated Average revenue per user (ARPU): 61.74 USD Total value of national E-commerce market in 2016: 1,8 billions USD Vietnam E-commerce Estimation 2017
  37. 37. Demographics By Age 3% 34% 30% 18% 15% 0 10 20 30 40 Under 18 18-25 26-30 30-35 35+ By gender Vietnam E-commerce 36% 64%
  38. 38. By location 38% 17% 3% 3% 1% 39% 0 10 20 30 40 50 HCM Ha Noi Can Tho Da Nang Hai Phong Others Demographics Vietnam E-commerce Ha Noi and HCM are the most two potential market for E- commerce
  39. 39. By Occupation 36% 19% 13% 9% 8% 8% 6% 3% 0 5 10 15 20 25 30 35 40 Office worker Student Engineer/Doctor/Teacher Factory Worker Others Self-emloyed Housewife Job seeker/ retired Demographics Vietnam E-commerce The people who have great demand for buying online are office workers
  40. 40. In which part of the purchase process did people use the Internet? 50% 65% 51% 53% 0 10 20 30 40 50 60 70 Look for early inspiration and made initial discoveries online Compared choices online Sought advice online Prepared online for immediate offline purchase Vietnam E-commerce User Behavior
  41. 41. How did people first learn of the product they purchased during product research 37% 52% 4% 7% 0 20 40 60 Online via website or app In a store, shop, showroom Over the phone Other Vietnam E-commerce User Behavior Base: Internet Users, n=933
  42. 42. 71% 36% 27% 26% 17% 12% 0 20 40 60 80 Search engine Online search on brand websites Online research on retailer websites Social networks Online video sites Advice sites/review sites/forums/blogs What online sources did people use to make a purchase decision? Base: Internet User, n=6515 Vietnam E-commerce User Behavior
  43. 43. How did people first hear about the product they bought? 40% 25% 13% 12% 8% 0 10 20 30 40 50 Previous experience Discussion with other people Pre-purchase research Through advertising Other Base: Internet user, n=6515 Vietnam E-commerce User Behavior
  44. 44. 61% 39% 39% 30% 29% 23% 19% 0 10 20 30 40 50 60 70 Compared products/ prices/ features online Discover relevant brands online Looked for opinions/reviews/ advice online Checked where to buy/ product availability online Got location/direction online Checked for/ redeemed offers, coupons or promotion online Watched relevant video online Base: Internet Users, n= 5749 How did people use the Internet to help make their purchase decision? Vietnam E-commerce User Behavior
  45. 45. The frequency of online shopping 23% 27% 15% 7% 28% 25% 26% 9% 9% 32% 22% 27% 22% 4% 24% 0 5 10 15 20 25 30 35 Once/ week or more Once/month once/2-3 months once/6 months less than once/ 6 months All 18-29 30-39 Vietnam E-commerce User Behavior Base: Consumers, Age: 18-39, n=500, location: HCM- HN
  46. 46. Purchased products on EC 46% 39% 35% 22% 20% 20% 13% 9% 7% 6% 5% 3% 0 5 10 15 20 25 30 35 40 45 50 Base: Consumers, Age: 18-39, n=500, location: HCM- HN Vietnam E-commerce User Behavior
  47. 47. Product purchase on EC by age 0 10 20 30 40 50 60 18-29 30-39 Base: Consumers, Age: 18-39, n=500, location: HCM- HN Vietnam E-commerce User Behavior
  48. 48. Product purchase on EC by gender 41% 54% 32% 19% 17% 7% 18% 9% 1% 7% 6% 3% 53% 22% 38% 26% 23% 34% 7% 9% 14% 6% 4% 3% 0 10 20 30 40 50 60 Male Female Vietnam E-commerce User Behavior Base: Consumers, Age: 18-39, n=500, location: HCM- HN
  49. 49. Vietnam Digital Market Overview APPENDIX 07
  50. 50. Appendix: Reference Source 1. Internet Users by country 2016, Internet Live Stats, 2016. 2. Vietnam Age Struture, Indexmudi, 2016 3. Digital 2017: Southest Asia, We are Social, 2017. 4. Consumer Barometer, Google,2017 5. Statista 6. Daily Dose: Online video streaming, Nielsen, 2016 7. Mobile in APAC: 2016 report, Think With Google, 2016 8. Vietnam E-commerce Report 2016, Q&Me, 2016 9. Others
  51. 51. CONTACT NGUYEN XUAN DONG VICE MANAGING DIRECTOR (+84) 989.995.145 dongnx@ecomobi.com Singapore Address: 18 Boon Lay Way #05-95 Trade hub 21 Singapore. INDONESIA Address: Gedung Grand Slipi Tower Level 9G Palmerah, Jakarta Barat. VIETNAM – HA NOI: 99 Me Tri St, Me Tri Ward, Nam Tu Liem Dist, Hanoi. – HO CHI MINH: 133 Duong Ba Trac St, 8 Dist, HCM City. Website: www.ecomobi.com

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