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STUDY ABOUT THE INFLUENCES OF
KEY OPINION LEADERS TOWARD
VIETNAMESE ONLINE POPULATION
BY DI-MARKETING (www.di-onlinesurvey...
1
SCOPE OF WORK
 This survey was conducted to study about the influences of
key opinion leaders in Vietnam
 Methodology:...
2
KEY FINDINGS
• Singer and actor are top followed KOLs* in Vietnam
• Facebook, Youtube and online news are popular channe...
3
N = 1100
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
4%
3%
4%
4%
7%
7%
30%
40%
Others
Factory Worker
Housew...
4
4%
14%
16%
17%
18%
20%
21%
24%
24%
32%
37%
40%
45%
68%
72%
Others
Journalist
Writter
Experts…
Fashionista
Blogger, Beaut...
5
FACEBOOK, YOUTUBE AND ONLINE NEWS ARE POPULAR
CHANNELS FOR UPDATING NEWS ABOUT KOLS*
3%
10%
23%
25%
31%
35%
45%
59%
61%
...
6
0% 1% 0% 0% 1%
4% 4%
4%3% 3% 3%
2% 5%5% 5% 5%
6% 3%
6% 9%
4%
7% 9%
6%
6%
6%
8%
21%
12%
16%
27%
27%
53%
67%
61%
44%
40%
0...
7
HOÀI LINH, TRẤN THÀNH ARE 2 ACTORS FOLLOWED THE MOST
MỸ TÂM, KHỞI MY ARE 2 SINGERS FOLLOWED THE MOST
9%
9%
12%
15%
14%
1...
8
PHỞ, JVEVERMIND, AN NGUY ARE TOP WEL-KNOWN YOUTUBERS /
VLOGGERS ACROSS ALL AGE GROUPS
1%
10%
10%
11%
11%
15%
16%
20%
20%...
9
ELLY TRẦN, PHẠM HƯƠNG AND NGỌC TRINH ARE TOP BEAUTIES
FOLLOWED THE MOST
2%
4%
5%
5%
6%
6%
11%
14%
17%
21%
23%
29%
29%
35...
10
42% MALE FOLLOWS NGỌC TRINH – “QUEEN OF LINGERIE”
2%
4%
5%
5%
6%
6%
11%
14%
17%
21%
23%
29%
29%
35%
36%
38%
Others
Fier...
11
53% FOLLOW KOLS* FOR ENTERTAINMENT
4%
24%
31%
37%
40%
42%
46%
53%
Others
Like their life styles
Want to learn helpful t...
12
IMAGE IS THE CONTENT ATTRACTING VIEWERS THE MOST (56%)
4%
25%
27%
29%
36%
43%
43%
45%
56%
Others
Advertising video
Prod...
13
50% ONLINE USERS ARE INFLUENCE BY FASHION STYLE OF
THEIR KOLS*
4%
8%
27%
51%
45%
38%
44%
63%
54%
Under 18
2%
8%
28%
39%...
14
LIKE OR +1 - (FOR GOOGLE +) IS THE POPULAR WAY TO INTERACT
ONLINE WITH KOLS*
20%
3%
14%
32%
45%
61%
I have never online...
15
VIDEO OR VLOG INTEGRATED WITH PRODUCT INTRODUCTION
ARE TOP POPULAR KINDS OF ADVERTISEMENTS USING KOLS*
17%
6%
32%
41%
4...
16
5% 6% 4% 6% 7%
21%
9% 17%
24%
34%
27%
43% 33%
22%
16%
46%
42%
47% 48%
43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
T...
17
3% 3% 2% 2% 3%2% 1% 2% 2%
34%
18%
33% 33%
45%
33%
34%
36% 32%
27%
28%
43%
27% 30%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80...
18
2% 3% 1% 2% 4%2% 4%
3%
2%
10% 7%
10% 8%
12%
40%
31%
41%
39%
44%
45%
54%
45% 49%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
...
19
28%
36%
31%
18%
31%
72%
64%
69%
82%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
...
20
44%
52%
43% 41%
47%
42%
31%
44%
43%
40%
14% 16% 13% 16% 13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 ...
21
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. ...
22
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contac...
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Influences Of Key Opinion Leaders Toward Vietnamese Online Population

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72% online population buy product after watching KOLs advertisement

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Influences Of Key Opinion Leaders Toward Vietnamese Online Population

  1. 1. STUDY ABOUT THE INFLUENCES OF KEY OPINION LEADERS TOWARD VIETNAMESE ONLINE POPULATION BY DI-MARKETING (www.di-onlinesurvey.com)Jul, 2016
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about the influences of key opinion leaders in Vietnam  Methodology: Online survey  Fieldwork time: 3 days (25/07/2016 to 27/07/2016)  Sample size: N = 1100  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • Singer and actor are top followed KOLs* in Vietnam • Facebook, Youtube and online news are popular channels for updating news about KOLs • Facebook is the main channel for updating KOLs’ news • 53% follow KOLs for entertainment • 50% online users are influenced by fashion style of their KOLs • Video / Vlog integrated with product introduction are top popular advertisements using KOLs • 46% appreciate the reliability of advertisement that has product experience sharing or review of KOLs • 61% are more trusting and more interested with the advertisement that has KOLs • 72% online users buy product after watching KOLs advertisements • Scandal of KOL who represent for a product can influence 56% online users in buying behavior * KOL : Key opinion leader
  4. 4. 3 N = 1100 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 4% 3% 4% 4% 7% 7% 30% 40% Others Factory Worker Housewife Job seeker/Retired Engineer/Doctor/Teacher Self-employed Student Office Worker 20% 27% 46% 7% Over 30 26-30 18-25 Under 18 40% 60% Male Female 32% 2% 2% 4% 17% 42% Others Cần Thơ Hải Phòng Đà Nẵng Hà Nội Hồ Chí Minh
  5. 5. 4 4% 14% 16% 17% 18% 20% 21% 24% 24% 32% 37% 40% 45% 68% 72% Others Journalist Writter Experts… Fashionista Blogger, Beauty blogger Athlete Businessman Vlogger, youtuber Hot girl Miss MC Model, beauty Actor Singer Total 9% 4% 10% 13% 22% 29% 15% 10% 38% 35% 38% 46% 54% 67% 85% Under 18 4% 15% 20% 20% 22% 28% 18% 22% 35% 36% 36% 38% 45% 69% 75% 18-25 3% 14% 10% 14% 16% 14% 22% 25% 13% 29% 41% 39% 46% 70% 71% 26-30 5% 16% 18% 18% 11% 8% 28% 32% 8% 26% 34% 43% 41% 66% 64% Over 30 SINGER AND ACTOR ARE TOP FOLLOWED KOLS* IN VIETNAM Do you often follow KOLs* news? If yes, who do you often follow? N = 1100 N = 78 N = 511 N = 296 N = 215 * KOL : Key opinion leader
  6. 6. 5 FACEBOOK, YOUTUBE AND ONLINE NEWS ARE POPULAR CHANNELS FOR UPDATING NEWS ABOUT KOLS* 3% 10% 23% 25% 31% 35% 45% 59% 61% 84% Others Radio Blog Events Other social network Newspapers, magazines TV Online news Youtube Facebook Total 9% 6% 31% 33% 36% 38% 64% 62% 77% 96% Under 18 2% 11% 25% 24% 33% 32% 44% 58% 67% 89% 18-25 3% 10% 21% 24% 29% 36% 44% 62% 57% 80% 26-30 4% 7% 19% 26% 28% 40% 43% 54% 50% 73% Over 30 Which channels do you often follow/ update news about KOLs*? N = 1100 N = 78 N = 511 N = 296 N = 215 * KOL : Key opinion leader
  7. 7. 6 0% 1% 0% 0% 1% 4% 4% 4%3% 3% 3% 2% 5%5% 5% 5% 6% 3% 6% 9% 4% 7% 9% 6% 6% 6% 8% 21% 12% 16% 27% 27% 53% 67% 61% 44% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Facebook Website Other social network TV Youtube Blog Newspapers, magazines Events Radio Others FACEBOOK IS THE MAIN CHANNEL FOR UPDATING KOLS*’ NEWS Which channels do you follow/ update news about KOLs* the most frequently? Younger group uses Facebook more N = 1100 N = 78 N = 511 N = 296 N = 215 * KOL : Key opinion leader
  8. 8. 7 HOÀI LINH, TRẤN THÀNH ARE 2 ACTORS FOLLOWED THE MOST MỸ TÂM, KHỞI MY ARE 2 SINGERS FOLLOWED THE MOST 9% 9% 12% 15% 14% 16% 17% 17% 19% 22% 23% 25% 25% 26% 27% 29% 29% 31% 32% 35% 44% 47% Others Mỹ Linh Văn Mai Hương Ngô Thanh Vân Bảo Thy Hồ Quang Hiếu Nhã Phương Lý Hải Tóc Tiên Chi Pu Cẩm Ly Minh Hằng Đông Nhi Sơn Tùng MTP Hari Won Noo Phước Thịnh Hồ Ngọc Hà Trường Giang Khởi My Mỹ Tâm Trấn Thành Hoài Linh Total 28% 7% 13% 11% 13% 17% 24% 8% 26% 29% 11% 19% 39% 32% 38% 39% 19% 28% 43% 18% 47% 32% Under 18 11% 7% 13% 14% 16% 16% 18% 13% 20% 27% 15% 25% 30% 29% 28% 35% 27% 26% 35% 35% 39% 42% 18-25 4% 9% 11% 14% 13% 18% 18% 26% 19% 17% 26% 27% 18% 24% 26% 23% 33% 38% 30% 35% 49% 52% 26-30 5% 16% 11% 19% 12% 11% 13% 20% 15% 13% 43% 27% 18% 18% 19% 17% 32% 32% 23% 40% 46% 57% Over 30 If you often follow news of singer/ actor, who do you often follow? N = 924 N = 72 N = 434 N = 247 N = 171 Under 18 group likes Trấn Thành, Khởi My, Noo Phước Thịnh and Đông Nhi while 26-30 group likes Lý Hải, over 30 group likes Cẩm Ly
  9. 9. 8 PHỞ, JVEVERMIND, AN NGUY ARE TOP WEL-KNOWN YOUTUBERS / VLOGGERS ACROSS ALL AGE GROUPS 1% 10% 10% 11% 11% 15% 16% 20% 20% 32% 46% 47% 53% Others Đu Đồ Đút Duhocsinhmy He Always Smiles Lee D Lâm Việt Anh Huy Cung Dưa leo Huymeproduction Robbey An Nguy JVevermind Phở Total 3% 6% 12% 18% 18% 21% 41% 15% 26% 53% 56% 56% 65% Under 18 1% 12% 7% 10% 9% 12% 14% 21% 22% 31% 42% 51% 55% 18-25 0% 8% 18% 10% 13% 19% 13% 16% 10% 24% 55% 34% 44% 26-30 0% 4% 11% 14% 14% 18% 7% 29% 21% 29% 43% 32% 46% Over 30 ** If you often follow vlogger/blogger/youtuber…, who do you often follow? N = 361 N = 34 N = 237 N = 62 N = 28 * KOL : Key opinion leader ** Small sample size Under 18 group likes Robbey and Huy Cung
  10. 10. 9 ELLY TRẦN, PHẠM HƯƠNG AND NGỌC TRINH ARE TOP BEAUTIES FOLLOWED THE MOST 2% 4% 5% 5% 6% 6% 11% 14% 17% 21% 23% 29% 29% 35% 36% 38% Others Fierybread Primmy Trương Mai li Beauty Loveat1stshine Mailovesbeauty Changmakeup Hạ Vi Gào Huyền My Quỳnh Anh Shyn Mai Phương Thúy Đặng Thu Thảo Ngọc Trinh Phạm Hương Elly Trần Total 5% 5% 5% 9% 12% 5% 12% 6% 12% 18% 35% 22% 25% 29% 42% 38% Under 18 2% 5% 5% 5% 7% 9% 16% 14% 23% 21% 28% 24% 28% 32% 35% 35% 18-25 1% 5% 4% 5% 4% 4% 5% 13% 13% 21% 17% 34% 31% 37% 38% 44% 26-30 2% 2% 5% 5% 5% 4% 7% 22% 8% 23% 13% 37% 33% 43% 34% 37% Over 30 If you often follow beauty, beauty blogger, hot girl…, who do you often follow? N = 913 N = 65 N = 429 N = 253 N = 166
  11. 11. 10 42% MALE FOLLOWS NGỌC TRINH – “QUEEN OF LINGERIE” 2% 4% 5% 5% 6% 6% 11% 14% 17% 21% 23% 29% 29% 35% 36% 38% Others Fierybread Primmy Trương Mai li Beauty Loveat1stshine Mailovesbeauty Changmakeup Hạ Vi Gào Huyền My Quỳnh Anh Shyn Mai Phương Thúy Đặng Thu Thảo Ngọc Trinh Phạm Hương Elly Trần Total 1% 6% 5% 4% 5% 4% 7% 18% 8% 24% 25% 30% 26% 42% 30% 36% Male 2% 3% 4% 6% 6% 7% 13% 13% 20% 20% 22% 28% 31% 32% 39% 39% Female If you often follow beauty, beauty blogger, hot girl…, who do you often follow? N = 913 N = 365 N = 548
  12. 12. 11 53% FOLLOW KOLS* FOR ENTERTAINMENT 4% 24% 31% 37% 40% 42% 46% 53% Others Like their life styles Want to learn helpful things To update news and share or chat with friends Love seeing their images Adore their talents Feel interested For entertainment Total 6% 38% 47% 49% 40% 65% 56% 55% Under 18 3% 28% 33% 37% 40% 45% 48% 53% 18-25 3% 19% 24% 35% 43% 35% 43% 52% 26-30 6% 13% 28% 35% 33% 35% 40% 55% Over 30 Why do you like following these KOLS*? N = 1100 N = 78 N = 511 N = 296 N = 215 Under 18 group follows KOLs* because they adore talents of these KOLs* * KOL : Key opinion leader
  13. 13. 12 IMAGE IS THE CONTENT ATTRACTING VIEWERS THE MOST (56%) 4% 25% 27% 29% 36% 43% 43% 45% 56% Others Advertising video Product review Tutorial post/ clip Personal story, private life Fun video Sharing post Music video Image Total 10% 29% 29% 49% 28% 49% 47% 60% 68% Under 18 3% 25% 28% 32% 35% 45% 44% 50% 58% 18-25 4% 27% 24% 22% 41% 42% 40% 38% 52% 26-30 5% 21% 27% 26% 33% 36% 41% 35% 54% Over 30 Which information/ content of KOLs* do you often view? N = 1100 N = 78 N = 511 N = 296 N = 215 * KOL : Key opinion leader Under 18 group follows KOLs* because they adore talents of these KOLs*
  14. 14. 13 50% ONLINE USERS ARE INFLUENCE BY FASHION STYLE OF THEIR KOLS* 4% 8% 27% 51% 45% 38% 44% 63% 54% Under 18 2% 8% 28% 39% 36% 40% 47% 45% 53% 18-25 2% 9% 21% 30% 31% 38% 41% 36% 48% 26-30 2% 11% 24% 25% 35% 29% 37% 40% 43% Over 30 What are you influenced from your KOLs*? N = 1100 N = 78 N = 511 N = 296 N = 215 Life experiences and life style are things under 18 group prefers learning from their KOLs* * KOL : Key opinion leader 2% 9% 25% 35% 35% 37% 43% 43% 50% I am not affected Others Consumption behavior Life style Manner and attitude Makeup style Behaviors Life experiences Taste in clothes Total Fashion style
  15. 15. 14 LIKE OR +1 - (FOR GOOGLE +) IS THE POPULAR WAY TO INTERACT ONLINE WITH KOLS* 20% 3% 14% 32% 45% 61% I have never online interacted with KOLs Others Message Share Comment Like/+1 Total 14% 6% 19% 50% 62% 76% Under 18 14% 2% 15% 37% 46% 72% 18-25 25% 3% 13% 28% 44% 50% 26-30 32% 4% 9% 20% 40% 47% Over 30 Have you ever online interacted with KOLs*? If yes, what have you done? N = 1100 N = 78 N = 511 N = 296 N = 215 * KOL : Key opinion leader
  16. 16. 15 VIDEO OR VLOG INTEGRATED WITH PRODUCT INTRODUCTION ARE TOP POPULAR KINDS OF ADVERTISEMENTS USING KOLS* 17% 6% 32% 41% 45% I don't watch any advertisement of KOLs Others Introducing normally Product experience sharing/ review Video/ Vlog integrated with product introduction Total 14% 9% 35% 42% 58% Under 18 17% 6% 31% 40% 51% 18-25 18% 5% 32% 42% 40% 26-30 19% 8% 34% 42% 35% Over 30 Which advertisements from KOLs do you often watch? N = 1100 N = 78 N = 511 N = 296 N = 215 Over 30 group often reads product experience sharing of KOLs* * KOL : Key opinion leader
  17. 17. 16 5% 6% 4% 6% 7% 21% 9% 17% 24% 34% 27% 43% 33% 22% 16% 46% 42% 47% 48% 43% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Product experience sharing/ review Video/ Vlog integrated with product introduction Introducing normally Others 46% APPRECIATE THE RELIABILITY OF ADVERTISEMENT THAT HAS PRODUCT EXPERIENCE SHARING OR REVIEW OF KOLS Which kind of advertisement do you trust the most? N = 909 N = 67 N = 423 N = 244 N = 175 * KOL : Key opinion leader
  18. 18. 17 3% 3% 2% 2% 3%2% 1% 2% 2% 34% 18% 33% 33% 45% 33% 34% 36% 32% 27% 28% 43% 27% 30% 22% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Be more trusting, interested with these products very much Be more trusting, interested Normal Be less trusting than other advertisements I don't care 61% ARE MORE TRUSTING AND MORE INTERESTED WITH THE ADVERTISEMENT THAT HAS KOLS*’ ATTENDANCE How do you feel with the advertisement with attendance of KOLs* comparing with other ads? N = 909 N = 67 N = 423 N = 244 N = 175 * KOL : Key opinion leader
  19. 19. 18 2% 3% 1% 2% 4%2% 4% 3% 2% 10% 7% 10% 8% 12% 40% 31% 41% 39% 44% 45% 54% 45% 49% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Interested, I can know more about products Normal Don't like much Totally don't like I don't care 45% ARE INTERESTED WITH VIDEOS OF KOLS* THAT INTEGRATED WITH ADVERTISING How do you feel with vlogs, music videos… of KOLs* that integrated with advertising? N = 909 N = 67 N = 423 N = 244 N = 175 * KOL : Key opinion leader
  20. 20. 19 28% 36% 31% 18% 31% 72% 64% 69% 82% 69% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Yes No 72% ONLINE USERS BUY PRODUCT AFTER WATCHING KOLS* ADVERTISEMENTS Have you ever buy products after watching advertisement of KOLs*? N = 909 N = 67 N = 423 N = 244 N = 175 * KOL : Key opinion leader
  21. 21. 20 44% 52% 43% 41% 47% 42% 31% 44% 43% 40% 14% 16% 13% 16% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 I won't buy X anymore I will still buy X, but I'm less interested in this product This doesn't influence me SCANDAL OF KOL WHO IS ADVERTISING FOR A PRODUCT CAN INFLUENCE ON 56% ONLINE USERS IN BUYING BEHAVIOUR Suppose that, KOL of product X has scandal. How does this event influence you? N = 909 N = 67 N = 423 N = 244 N = 175 * KOL : Key opinion leader
  22. 22. 21 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (COO - Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  23. 23. 22 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (CMO – Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654

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