Vietnam internet user’s behavior 2016

1. Vietnam Internet User’s Behavior Q1/2016 MARCH, 2016

2. Content Overview Behavior in Search Network Behavior in Social Network Behavior in Mobile Network Behavior in E-commerce Behavior in Regional

3. 1. OVERVIEW

4. 4 INTERNET USERS 0.3% 4.0% 13.0% 17.6% 21.0% 24.5% 26.5% 30.8% 34.8% 39.3% 40.2% 43.8% 47.8% 0% 10% 20% 30% 40% 50% 60% 2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 With signiﬁcant growth over years, in 2015 Internet Users account for 48% Vietnam Total PopulaSon PERCENTAGE OF INTERNET USER OVER POPULATION Source: Accumulated by Moore, 2015 Base: Total Popula<on

5. Besides the sharp increasing of Internet User, Mobile 3G remarked with meaning growth in 2015 compared with 2005. Mobile now has more power than ever. 5 CHANGES FROM 2005 TO 2015 82.4 12.9 0 92.0 43.9 29.3 0 10 20 30 40 50 60 70 80 90 100 POPULATION INTERNET USERS MOBILE 3G Millions VIETNAM CHANGES FROM 2005 TO 2015 2005 2015 Source: Accumulated by Moore, 2015

6. 4% 5% 36% 44% 93% 8% 12% 55% 46% 93% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Internet TV Tablet Smartphone Computer Mobile Phone “Moving screen” such as Smartphone and Tablet prove the highlight expansion from year to year, in which remarkably change people’s behavior in Media consumpSon. Source: Google, 2015 Base: Total Popula<on 6 2014 2015 52% 140% 100% DEVICE PEOPLE USE DEVICE USED IN 2014 AND 2015

7. 5.5 5.1 6.3 5.2 5.2 3.9 4.7 4.1 3.7 3.3 3.2 2.7 2.6 2.3 0 1 2 3 4 5 6 7 Thailand Malaysia Philippines Indonesia Vietnam China Singapore PC - TSOI Mobile - TSOI 7 TIME SPENDING ON INTERNET (TSOI) Source: GlobalWebIndex, Q4.2014 At average, Vietnam Internet User spends about 5.2h on PC and 2.7h on Mobile

8. 2. BEHAVIOR IN SEARCH NETWORK

9. 92% Vietnamese Internet User use Google Search

10. Source: Google Barometer 2015

15. Source: Business to Community, 2016

20. 3. BEHAVIOR IN SOCIAL NETWORK

21. BEHAVIOR IN SOCIAL NETWORK ◦  Social networking is the most popular online acSviSy amongst 15 to 24 year olds, with 97% of internet users in this age range using social media. (source: Nielson) ◦  More than three quarter (79%) of Vietnam’s internet users have “liked” or followed a brand, company or celebrity on a social networking site (Source: Nielson) ◦  Vietnam’s largest social networking site is Zing with 6.8 million users (Source: we are social)

22. BEHAVIOR IN SOCIAL NETWORK Who use Social Network? 13 - 17 19% 18 - 24 39% 25 - 34 30% 35 - 44 8% 45 - 65 4% FACEBOOK USERS BY GENDER Male 46% Female 54% FACEBOOK USERS BY AGE

23. BEHAVIOR IN SOCIAL NETWORK Who use Social Network? 13-17 20% 18-24 54% 25-34 18% 35-44 5% 45-65 3% Male 35% Female 65% 750,000 Users

24. BEHAVIOR IN SOCIAL NETWORK What do they do? ◦  Three quarters of VN’s internet users say they do not mind receiving online ads as long as they are relevant to their interests and needs ◦  18% of online Vietnamese discuss and post their own reviews about brands, products or service. 47% read other people’s comments (source: Nielson) Source: DI Marke<ng, 10/2015

25. BEHAVIOR IN SOCIAL NETWORK What do they do? Source: DI Marke<ng, 10/2015

33. 4. BEHAVIOR IN MOBILE

34. 4. BEHAVIOR IN MOBILE  Who they are? 76% 70% 57% 34% 19% 0% 20% 40% 60% 80% Under 25 25 - 34 35 - 44 45 - 54 55 and over SMARTPHONE USERS BY AGE 52% 48% MALE FEMALE SMARTPHONE USERS BY GENDER Source: Nielsen, 2014; VSERV, 2013

35. 4. BEHAVIOR IN MOBILE  Who are the players? Source: Appota, 2015

36. 4. BEHAVIOR IN MOBILE NETWORK  What do they do? Source: Google Study, 2015 6% 13% 23% 23% 28% 43% 54% 56% 59% 0% 10% 20% 30% 40% 50% 60% 70% Purchase Products/services Maps and DirecSons Product InformaSon Searching Check Email Play Game Listen to Music Watch Online Video Use Search Engine Visit Social Network ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly)

37. 4. BEHAVIOR IN MOBILE  What do they do? Source: Google Study, 2015

40. 4. BEHAVIOR IN MOBILE  What do they do? Source: Four Cs of Vietnam Mobile Advertising - Epinion, 2015

44. 5. BEHAVIOR IN E-COMMERCE

45. 5. BEHAVIOR IN E-COMMERCE  58% of online users in Vitenam turn to the internet research informaSon on productes before buying them  (source: VCCI)  30 million Vietnamese online users have visited online aucSon or shopping sites  (source: we are social)

46. 5. BEHAVIOR IN E-COMMERCE  What do they do? Source: Google Study, 2015

49. 5. BEHAVIOR IN E-COMMERCE  What do they do? 81 19 No Yes Past 3 months online purchase (including CoD): 85% Clothing 27% 9% 9% Fashion accessories Home appliances Personal grooming/ cosmetics products 6% Food / online delivery 4% 2% 2% Voucher at restaurant / cafe Personal devices Others Online items purchased Source: Vietnam Digital Landscape 2015

50. 5. BEHAVIOR IN E-COMMERCE  What do they do? Source: Vietnam Digital Landscape 2015 HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED 40% 25% 13% 12% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 2% 5% 6% 6% 12% 24% 43% Email Others Magazine/Newspaper Poster Instore ads Tivi Online HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM ADVERTISING?

51. 6. BEHAVIOR IN REGIONAL

52. 5. BEHAVIOR IN REGIONAL Metro •  Ha Noi •  Ho Chi Minh Tier 1 •  Hai Phong •  Da Nang •  Nha Trang •  Can Tho Tier 2 •  Thai Nguyen •  Thanh Hoa •  Quy Nhon •  An Giang •  Dong Nai •  Vung Tau Across 12 CiSes

53. 5. BEHAVIOR IN REGIONAL ◦  Internet penetraSon in over country Source: Cimigo

54. 5. BEHAVIOR IN REGIONAL ◦  There is an strong increasing mobile users in Tier 2 Source: Cimigo

55. 5. BEHAVIOR IN REGIONAL ◦  There are some diﬀerences in areas they use the internet Source: Cimigo

56. 5. BEHAVIOR IN REGIONAL ◦  Online communicaSon trends in Metro ◦  Social network is more dominant than forum and blogs in Metro Source: Cimigo

57. THANK YOU

Vietnam internet user’s behavior 2016

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