Google Consumer Barometer 2015 Report - Vietnam

1. VN Consumer Barometer Country Report – Vietnam

2. VN SLIDE Table of Content Where to find what Consumer Barometer 2015 Local Report 2 The Multiscreen World - Internet usage 06-10 - Devices 11-15 The Smart Shopper - Research behavior 16-27 - Purchase behavior 28-33 - Local shopper 34-36 - International 37-40 - Industries 41-90 The Smart Viewer - Online Video 91-97

3. VN SLIDE 3 Consumer Barometer 2015 Local Report What is the Consumer Barometer? The Consumer Barometer 2015 is a tool to help you understand how people use the internet.

4. VN SLIDE Executive Summary The Top 3 Trends that define Vietnam Consumer Barometer 2015 Local Report 4

5. VN SLIDE The 3 Trends in Vietnam Consumer Barometer 2015 Local Report 5 The future is mobile The Vietnamese use a variety of devices with smartphone being the most popular. 1 out of 3 people are using their smartphone while watching TV, and they are looking at unrelated content. Todays shopper is an online shopper Many purchases are online today, but online research is also a key driver in offline purchases. Consumers use a variety of devices, meaning that advertisers can’t just rely on computer ads, but also need to focus on mobile. Millions of online video views More than 6 out of 10 young people are watching online video every day! Most consumers use online video to relax, but 50% actively want to learn something.

6. VN SLIDE The Online and Multiscreen World Quantify and understand internet usage and attitudes across various devices.

7. VN SLIDE Where are the consumers? Online! Consumer Barometer 2015 Local Report 7 8 out of 10 Source: The Connected Consumer Survey 2015 Question: How often do people go online (for personal Internet usage)? Base: Internet users (accessing via computer tablet or smartphone) of the Vietnamese consumers are online at least once a day

8. VN SLIDE 78 18 3 Daily Weekly Monthly or less Vietnam is online Consumer Barometer 2015 Local Report 8 Especially consumers under 34 years old are online often Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) How often do you go online? (%) 89% 87% 77% 54% 54% 11% 13% 23% 46% 46% Under 25 25-34 35-44 45-54 Over 55 Yes No Do you go online every day?

9. VN SLIDE Why do people go online? Consumer Barometer 2015 Local Report 9 The consumers go online for personal reasons and to look for information Source: The Connected Consumer Survey 2015 *Question asked: To what extent do you agree or disagree with the following statements? Please evaluate each of the following statements on a scale from 1 – strongly agree to 5 –strongly disagree. Base: Internet users (accessing via computer tablet or smartphone) 71% use the internet for personal reasons Consumers state that the internet is the first place they look for information* 77%

10. VN SLIDE People are even online when they’re watching TV Consumer Barometer 2015 Local Report 10 The consumers are online while watching TV Source: The Connected Consumer Survey 2015 Question: Do people go online on their devices while watching TV? Base: Internet users (accessing via computer tablet or smartphone) | TV Viewers | Use Internet in Parallel to TV 13% 90% 9% Computer Smartphone Tablet Which devices do people use to go online while watching TV (%) Use devices to go online while watching TV 36%

11. VN SLIDE Vietnam has more screens than ever Consumer Barometer 2015 Local Report 11 There are 1,4 devices connected to the internet pr. person in Vietnam in 2015. This is a 75% growth from 2013 Source: The Connected Consumer Survey 2015 1,4devices pr. person {

12. VN SLIDE 55% are smartphone users Consumer Barometer 2015 Local Report 12 Source: The Connected Consumer Survey 2015 Base: total online and offline population Tablet Smartphone Computer Which devices do people use? 12% 55% 46%

13. VN SLIDE How does Vietnam compare? Consumer Barometer 2015 Local Report 13 Source: The Connected Consumer Survey 2015 Base: total online and offline population 63% Which devices do people use? Of the consumers in Asia use a smartphone More than half of the consumers under 44 use a smartphone 76% 70% 57% 34% 19% Under 25 years 25 - 34 years 35 - 44 years 45-54 years 55 and over How does the demographics look? Smartphone usage rate

14. VN SLIDE How do people use their smartphone? Consumer Barometer 2015 Local Report 14 Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) 56% 59% 23% 28% 54% 6% 23% 13% 43% Use search engines Visit social networks Check email Play games Watch online videos Purchase products / services Look for product information Look up maps and directions Listen to music What online activities do people do on their smartphones at least weekly?

15. VN SLIDE Search is mobile Consumer Barometer 2015 Local Report 15 6 out of 10 are using search engines via smartphones at least weekly …making it crucial for businesses to think mobile. Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone)

16. VN SLIDE The Smart Shopper Focuses on the consumer purchase journey and the role of the Internet in making purchase decisions. Consumer Barometer 2015 Local Report 16

17. VN SLIDE 3 out of 4 go online when researching products Consumer Barometer 2015 Local Report 17 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) are researching online only 73% 91% Online Offline Did people do any online or offline research prior to their recent purchase? 5%

18. VN SLIDE In which industries are consumers researching online? Consumer Barometer 2015 Local Report 18 Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) Flight Tickets Home appliances Car Insurances Cinema Tickets Clothing & Footwear Do it yourself Groceries Ground Travels Hair Care Home Furnishings

19. VN SLIDE In which industries are consumers researching online? (continued) Consumer Barometer 2015 Local Report 19 * Over-the-counter remedies Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) Make-up Music Vitamins & OTC Remedies*Televisions Hotel Stays Laptops Mobile Phones Personal Loans Real Estate Restaurants

20. VN SLIDE How are people researching? Consumer Barometer 2015 Local Report 20 Source: The Consumer Barometer Survey 2015 *found where to buy/found location/made contact Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) 51% 66% 50% 52% Looked for early inspiration Compared choices online Sought advice online Prepared for immediate purchase* In which part(s) of the purchase process did people use the Internet? The consumers use the internet to compare choices prior to purchase What online sources did people use to make a purchase decision? 36% 28% 70% Brand websites Retailer websites Search Engine

21. VN SLIDE Online advertising and research is essential Consumer Barometer 2015 Local Report 21 For 37% of the consumers online is the first source of product awareness during pre-purchase research. 40% 25% 13% 12% 10% How did people first hear about the product/offer they bought? Previous experience Other people Research Advertising Other What specific source informed people who first learned of their purchased product via product research? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

22. VN SLIDE Research leading to a purchase Consumer Barometer 2015 Local Report 22 Search engines are essential in the purchase decision 70% Use a search engine to get informed before making a purchase. 36% 28% 70% 26% 17% 12% 11% Brand websites Retailer websites Search engine Social networks Online video sites Advice sites Price comparison sites Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

23. VN SLIDE Consumer Barometer 2015 Local Report 23 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online Smartphones and product research 23 Which devices did people use for product research? (Smartphone) Under 25 years 25-34 years 35-44 years 45-54 years 55 and over 44% 47% 45% 32% 35%

24. VN SLIDE Smartphone users are online users Consumer Barometer 2015 Local Report 24 Smartphone users are more likely to purchase or research products online 1. Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) 78% 65% Smartphone Users Smartphone Non-Users Do you research or purchase online?

25. VN SLIDE How are smartphones used for online research? Consumer Barometer 2015 Local Report 25 In which part(s) of the purchase process did people use a smartphone? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online on a smartphone 42% 43% 47% 42% Looked for early inspiration Compared choices online Sought advice online Prepared for immediate purchase

26. VN SLIDE People are going mobile, but some issues occur Consumer Barometer 2015 Local Report 26 70% are experiencing issues when accessing websites via their smartphone And 37% find another website that works better on smartphone Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via smartphone) | Encountered difficulties accessing websites via smartphone

27. VN SLIDE 19% 81% Online* Offline/other 19% shop online Consumer Barometer 2015 Local Report 27 Where did people make their purchase? Source: The Consumer Barometer Survey 2015 *Online/Email Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

28. VN SLIDE Consumer Barometer 2015 Local Report 28 Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) The Online Customer Journey 73% Online research 17% Online purchase 56% Offline purchase

29. VN SLIDE Consumer behavior in different ages Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer tablet or smartphone) Under 25 25-34 years 35-44 years 45-54 years Over 55 years Research online Purchase offline Consumer Barometer 2015 Local Report 20% 17% 16% 19% 10% 60% 58% 50% 45% 44% Research online Purchase online

30. VN SLIDE Consumer behavior in various industries Consumer Barometer 2015 Local Report 30 Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) 17% 17% 18% 18% 63% 2% 23% 6% 18% 17% 75% 68% 36% 61% 32% 46% 61% 51% 62% 54% Car Insurance Cinema Tickets Clothing & Footwear Do It Yourself Flights (Leisure) Groceries Ground Travel Hair Care Home Appliances Home Furnishings Research online, purchase online Research online, purchase offline

31. VN SLIDE Consumer behavior in various industries (continued) Consumer Barometer 2015 Local Report 31 Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) 35% 14% 13% 20% 48% 11% 17% 4% 9% 6% 50% 71% 61% 63% 26% 68% 57% 60% 71% 56% Hotels Laptop Make-up Mobile Phones Music Personal Loan Real Estate Restaurants Television Vitamins & OTC Research online, purchase online Research online, purchase offline

32. VN SLIDE Easy to find, easy of purchase! Consumer Barometer 2015 Local Report 32 Source: The Consumer Barometer Survey 2015 Question: How many brands were considered before purchase? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) 5 out of 10 of the consumers only consider 1-2 brands before purchase …which makes it crucial for the brands to be top of mind

33. VN SLIDE Consumer Barometer 2015 Local Report 33 The Local Shopper The consumer purchase journey and the role of the internet for local business

34. VN SLIDE Local Behavior Consumer Barometer 2015 Local Report 34 How does people research for local businesses? 66% Researched locally a day or less before visiting. … and 75% only consider 1-3 local businesses before deciding where to buy. Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month

35. VN SLIDE Local Shoppers research practical information Consumer Barometer 2015 Local Report 35 28% 66% 50% Promotions What information do people look for? Business hours Prices Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month

36. VN SLIDE Smartphones and local business Consumer Barometer 2015 Local Report 36 5 out of 10* use a smartphone when looking for local information Source: The Consumer Barometer Survey 2015 *54% Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month

37. VN SLIDE Consumer Barometer 2015 Local Report 37 The international Shopper The consumer purchase journey and the role of online for international purchases

38. VN SLIDE How big is international purchase? Consumer Barometer 2015 Local Report 38 Half of the consumers have made an international purchase 26% 19% 28% 23% Beautyandhealth Books,CDs,DVDsor games Clothing,accessoriesand footwear ComputerHardware Which products do people purchase in other countries? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

39. VN SLIDE Why do people purchase products online from foreign countries? Consumer Barometer 2015 Local Report 39 Expect more expensive delivery prices26% 3838% 54% shop in foregin countries to get a better quality products Source: The Consumer Barometer Survey 2015 Why did people purchase products online from foreign countries? Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

40. VN SLIDE Challenges of international purchase Consumer Barometer 2015 Local Report 40 Most consumers have made an international puchase, but some issues ouccur 5 out of 10 experience issues concerning the website usability A common issue is that delivery time is too long 39% Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

41. VN SLIDE Consumer Barometer 2015 Local Report 41 The Smart Shopper – Car insurance The consumer purchase journey and the role of the internet in making their last purchase decision

42. VN SLIDE Car insurance: Highlights Consumer Barometer 2015 Local Report 42 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 63% 34% 61% Compared choices Got ideas Look for opinions 75% Researched online before purchasing offline How did people use the Internet to help make their purchase decision? The consumers compare insurance policies online Online research has a substantial impact on offline purchases Search engines are a key driver in online purchase Did people research or purchase their product online or offline? What online sources did people use to make a purchase decision? 56% 29% 86% 21% Brand websites Retailer websites Search Engine Price Comparison

43. VN SLIDE Car insurance: Highlights Consumer Barometer 2015 Local Report 43 70% are encountering issues accessing websites via smartphone* How often do people encounter issues accessing websites via smartphone? 37% People will try to find another website that works better on their smartphone* What do people do after encountering issues accessing websites via smartphone? Which devices did people use for product research? More than half are using their smartphone when researching car insurance 53% Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies

44. VN SLIDE Consumer Barometer 2015 Local Report 44 The Smart Shopper – Cinema tickets The consumer purchase journey and the role of the internet in making their last purchase decision

45. VN SLIDE Cinema tickets: Highlights Consumer Barometer 2015 Local Report 45 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 17% 68% Research online, purchased online Research online, purchased offline Did people research or purchase their product online or offline? Offline purchases begin online 6 out of 10 of all purchases are made for a social gathering What motivated people’s purchase? Many consumers buy cinema tickets online Where did people make their purchase? 17%

46. VN SLIDE Cinema tickets: Highlights Consumer Barometer 2015 Local Report 46 70% are encountering issues accessing websites via smartphone* How often do people encounter issues accessing websites via smartphone? 37% People will try to find another website that works better on their smartphone* What do people do after encountering issues accessing websites via smartphone? Which devices did people use for product research? 44% are using their smartphone when researching for cinema tickets Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Base: Internet users (accessing via computer, tablet or smartphone) | Find another website

47. VN SLIDE Consumer Barometer 2015 Local Report 47 The Smart Shopper – Clothing & footwear The consumer purchase journey and the role of the internet in making their last purchase decision

48. VN SLIDE Clothing & footwear: Highlights Consumer Barometer 2015 Local Report 48 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 30% 81% 5% Smartphone Computer Tablet Which devices did people use for product research? 3 out of 10 the consumers use a smartphone to research clothing & footwear 54% Research online The consumers research online prior to purchase What online or offline research did people do prior to their recent purchase?

49. VN SLIDE Clothing & footwear: Highlights Consumer Barometer 2015 Local Report 49 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online More than half purchase clothing and footwear to meet an urgent need What motivated people's product purchase? The consumers research online and buy offline afterwards Did people research or purchase their product online or offline? 36% 18% of the consumers made their latest purchase online Where did people make their purchase? 52%

50. VN SLIDE Consumer Barometer 2015 Local Report 50 The Smart Shopper – Do it yourself The consumer purchase journey and the role of the internet in making their last purchase decision

51. VN SLIDE Do it yourself: Highlights Consumer Barometer 2015 Local Report 51 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 78% research online prior to purchase The internet has a substantial impact on purchase Offline purchases begin online What online or offline research did people do prior to their recent purchase? Did people research or purchase their product online or offline? 18% 61% 16% Research online / Purchase online Research online / Purchase offline Research offline / Purchase online

52. VN SLIDE Do it yourself: Highlights Consumer Barometer 2015 Local Report 52 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 46% People make their purchase because they had an urgent need What motivated people's product purchase? How did people use the Internet to help make their purchase decision? 59% are using the internet for comparing prices and products

53. VN SLIDE Consumer Barometer 2015 Local Report 53 The Smart Shopper – Flights (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision

54. VN SLIDE Flights (leisure): Highlights Consumer Barometer 2015 Local Report 54 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 93% 7% Used Not used What online sources did people use to make a purchase decision? 93% use search engines when purchasing flight tickets Among the consumers 63% buy flight tickets online Where did people make their purchase? #1 94% of the consumers research flight tickets online What online or offline research did people do prior to their recent purchase?

55. VN SLIDE Flights (leisure): Highlights Consumer Barometer 2015 Local Report 55 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 69% The consumers compare flights online Consumers use airline websites to purchase flight tickets In which part(s) of the purchase process did people use the Internet?? On what type of website did people make their online purchase? Did people research or purchase their product online or offline? 89% 8% Airline Travel Agent 63% of the consumers only research and purchase online Compared choices

56. VN SLIDE Consumer Barometer 2015 Local Report 56 The Smart Shopper – Groceries The consumer purchase journey and the role of the internet in making their last purchase decision

57. VN SLIDE Groceries: Highlights Consumer Barometer 2015 Local Report 57 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 61% 35% Compared prices Get Locations How did people use the Internet to help make their purchase decision? 61% use the Internet to compare prices 1 out of 4 buy their groceries on offer What motivated people's product purchase? In Vietnam the consumers use a smartphone for online research Which devices did people use for product research? 34%

58. VN SLIDE Consumer Barometer 2015 Local Report 58 The Smart Shopper – Ground Travel The consumer purchase journey and the role of the internet in making their last purchase decision

59. VN SLIDE Ground travel: Highlights Consumer Barometer 2015 Local Report 59 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online What online sources did people use to make a purchase decision? 8 out of 10 of the consumers use search engines for their purchase decision 9 out of 10 research online prior to purchase What online or offline research did people do prior to their recent purchase? 61% of people both research online before purchasing offline Did people research or purchase their product online or offline? 83%

60. VN SLIDE Consumer Barometer 2015 Local Report 60 The Smart Shopper – Hair Care The consumer purchase journey and the role of the internet in making their last purchase decision

61. VN SLIDE Hair Care: Highlights Consumer Barometer 2015 Local Report 61 …but 58% research online before making a purchase Did people research or purchase their product online or offline? 60% The consumers use the internet to compare products and prices How did people use the Internet to help make their purchase decision? How many brands did people consider before product purchase? 24% only consider one brand prior to purchase Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Used the internet to make comparisons

62. VN SLIDE Consumer Barometer 2015 Local Report 62 The Smart Shopper – Home appliances The consumer purchase journey and the role of the internet in making their last purchase decision

63. VN SLIDE Home appliances: Highlights Consumer Barometer 2015 Local Report 63 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 2 out of 10 purchases home appliances online Where did people make their purchase? The consumers compare products, prices and features online before purchase How did people use the Internet to help make their purchase decision? 82%

64. VN SLIDE Home appliances: Highlights Consumer Barometer 2015 Local Report 64 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online What motivated people's product purchase? 8 out of 10 consumers buy home appliances based on a urgent need The consumers research their purchased products online What online or offline research did people do prior to their recent purchase? Online determines offline! 62% researched online before purchasing offline Did people research or purchase their product online or offline? 80% research online prior to purchase

65. VN SLIDE Consumer Barometer 2015 Local Report 65 The Smart Shopper – Home furnishings The consumer purchase journey and the role of the internet in making their last purchase decision

66. VN SLIDE Home furnishings: Highlights Consumer Barometer 2015 Local Report 66 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 71% The consumers’ purchases were driven by online research What online or offline research did people do prior to their recent purchase? Did people research or purchase their product online or offline? Online research effect both online and offline sales 17% 54% Research online, purchase online Research online, purchase offline research online prior to purchase

67. VN SLIDE Consumer Barometer 2015 Local Report 67 The Smart Shopper – Hotel (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision

68. VN SLIDE Hotels (leisure): Highlights Consumer Barometer 2015 Local Report 68 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online How did people use the Internet to help make their purchase decision? 87% research hotels online before purchase Did people do any online or offline research prior to their recent purchase? 87% 1 out of 3 purchases their hotel stay online Where did people make their purchase? ….but what online research are the consumers doing? 27% 68% 44% Watch online video Compared choices Looked up reviews

69. VN SLIDE Hotels (leisure): Highlights Consumer Barometer 2015 Local Report 69 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 50% Half the consumers research online prior to offline purchase Did people research or purchase their product online or offline? On what type of website did people make their online purchase? Hotel chain websites is the most popular place to purchase hotel stays 29% 28% 26% Hotel chain Price comparison websites Travel Agent

70. VN SLIDE Consumer Barometer 2015 Local Report 70 The Smart Shopper – Laptops The consumer purchase journey and the role of the internet in making their last purchase decision

71. VN SLIDE Laptops: Highlights Consumer Barometer 2015 Local Report 71 …but 84% research online before making a purchase Did people research or purchase their product online or offline? 55% And over half use smartphone for doing online research Which devices did people use for product research? What motivated people’s purchase? 29% of the consumers purchase their laptop on promotion Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

72. VN SLIDE Consumer Barometer 2015 Local Report 72 The Smart Shopper – Make-up The consumer purchase journey and the role of the internet in making their last purchase decision

73. VN SLIDE Make-up: Highlights Consumer Barometer 2015 Local Report 73 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 74% Consumers research online prior purchase What online or offline research did people do prior to their recent purchase? Did people research or purchase their product online or offline? 61% of the consumers who makes a purchase in a store research online prior to purchase 13% 61% Research online/purchase online Research online/purchase offline 24% of the consumers purchase on promotion What motivated people’s purchase? Did online research before making a purchase

74. VN SLIDE Make-up: Highlights Consumer Barometer 2015 Local Report 74 70% are encountering issues accessing websites via smartphone* How often do people encounter issues accessing websites via smartphone? Many will try to find another website that works better on their smartphone* What do people do after encountering issues accessing websites via smartphone? 42% are researching for make-up on their smartphone Which devices did people use for product research? 42% 37% Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies

75. VN SLIDE Consumer Barometer 2015 Local Report 75 The Smart Shopper – Mobile phones The consumer purchase journey and the role of the internet in making their last purchase decision

76. VN SLIDE Mobile phones: Highlights Consumer Barometer 2015 Local Report 76 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online Online research is big 63% Offline sales begin online Did people research or purchase their product online or offline? 82% are influenced by search engines when making a purchase decision What online sources did people use to make a purchase decision? What online or offline research did people do prior to their recent purchase? 73% 91% Online Offline Did online research before making a purchase offline

77. VN SLIDE Mobile phones: Highlights Consumer Barometer 2015 Local Report 77 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 26% are researching using their smartphone Which devices did people use for product research? 23% are buying their mobile phones on a suparmarket website On what type of website did people make their online purchase? 23 13 44 20 Supermarket Retailer Other Auction %

78. VN SLIDE Consumer Barometer 2015 Local Report 78 The Smart Shopper – Music The consumer purchase journey and the role of the internet in making their last purchase decision

79. VN SLIDE Music: Highlights Consumer Barometer 2015 Local Report 79 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 74% research online before purchasing music What online or offline research did people do prior to their recent purchase.? 53% 5 out of 10 use a smartphone for doing online research Which devices did people use for product research? Where did people make their purchase? 53% of the consumers are purchasing music online.

80. VN SLIDE Consumer Barometer 2015 Local Report 80 The Smart Shopper – Personal Loan The consumer purchase journey and the role of the internet in making their last purchase decision

81. VN SLIDE Personal Loan: Highlights Consumer Barometer 2015 Local Report 81 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online …and 75% do so via a search engine What online sources did people use to make a purchase decision? 79% …while 1 out of 10 end up making their purchase online Where did people make their purchase?What online or offline research did people do prior to their recent purchase? The consumers research online prior to taking out a loan Research online

82. VN SLIDE Consumer Barometer 2015 Local Report 82 The Smart Shopper – Real Estate The consumer purchase journey and the role of the internet in making their last purchase decision

83. VN SLIDE Real Estate: Highlights Consumer Barometer 2015 Local Report 83 Source: The Consumer Barometer Survey 2015’ Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 57% use a smartphone for online research 76% 57% of offline real estate sales begin online Which devices did people use for product research? What online or offline research did people do prior to their recent purchase? The consumers research online prior to purchasing real estate Did people research or purchase their product online or offline? Research real estate online prior to purchase

84. VN SLIDE Consumer Barometer 2015 Local Report 84 The Smart Shopper – Restaurants The consumer purchase journey and the role of the internet in making their last purchase decision

85. VN SLIDE Restaurants: Highlights Consumer Barometer 2015 Local Report 85 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 50% use a smartphone for online research 39% 63% of all sales are driven by online research Which devices did people use for product research? What motivated people’s purchase? Restaurant guests are often motived by a promotion/discount What online or offline research did people do prior to their recent purchase?

86. VN SLIDE Consumer Barometer 2015 Local Report 86 The Smart Shopper – Television The consumer purchase journey and the role of the internet in making their last purchase decision

87. VN SLIDE Television: Highlights Consumer Barometer 2015 Local Report 87 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online The consumers use a search engine when making their purchase decision What online sources did people use to make a purchase decision? 79% 21% Used Not used 45% of the consumers use a smartphone for online research Which devices did people use for product research?

88. VN SLIDE Television: Highlights Consumer Barometer 2015 Local Report 88 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 39% 38% 23% Supermarket Electronics Retailer Others 71% Researched online before purchasing offline Online research has a substantial impact on offline purchase The consumers use a variety of websites for their online purchases Did people research or purchase their product online or offline? On what type of website did people make their online purchase? 20% bought their latest TV-set on promotion What motivated people's product purchase?

89. VN SLIDE Consumer Barometer 2015 Local Report 89 The Smart Shopper – Vitamins & OTC remedies The consumer purchase journey and the role of the internet in making their last purchase decision

90. VN SLIDE Vitamins & OTC remedies: Highlights Consumer Barometer 2015 Local Report 90 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 53% 40% researches just moments before Making their purchase When did people start researching their product purchase? In which part(s) of the purchase process did people use the Internet? Consumers use the internet to compare prices and products Compare products/prices online to make a purchase decision 62% use the internet for research What online or offline research did people do prior to their recent purchase?

91. VN SLIDE The Smart Viewer Provides insight into people's recent online video use across different devices. Consumer Barometer 2015 Local Report 91

92. VN SLIDE The Smart Viewer is a Mobile Viewer Consumer Barometer 2015 Local Report 92 Source: The Connected Consumer Survey 2015 *At least once a month Base: Internet users (accessing via smartphone) 9 out of 10 consumers are watching online video on their smartphones*

93. VN SLIDE The users watch online video at home and alone Consumer Barometer 2015 Local Report 93 89% of the consumers are watching online video at home 6 out of 10 watch online video alone Source: The Connected Consumer Survey 2015 *Question: With how many people did you watch video in the last week? Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

94. VN SLIDE Why are we watching online video? Consumer Barometer 2015 Local Report 94 67% 65% 46% 41% 30% To relax To be entertained To learn To pursue a hobby Find product information 7 out of 10 of the consumers are watching videos because they want to relax What motivated people to watch online videos in the last week? Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

95. VN SLIDE Tomorrow’s TV is Online Consumer Barometer 2015 Local Report 95 Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session 78% Of the users are watching Online video every week What are the users watching? 57% are watching music videos 28% are watching sport 22% are watching gaming videos

96. VN SLIDE Long videos in the evening Consumer Barometer 2015 Local Report 96 Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session weekday How long were the online videos people watched in the last week? 10:00 47% of the consumers watch videos that are 10 minutes or longer 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% First thing in the morning Morning Lunchtime Afternoon Evening Last thing in the evening Most people are watching online video in the evening At what time did people watch online video in the last week on a weekday?

97. VN SLIDE The Smart Viewer is a Focused Viewer Consumer Barometer 2015 Local Report 97 5 out 10 watch online video content related to their surroundings 68% are focused when watching online video Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

98. VN SLIDE Methodology Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer questionnaire, which is focused on the adult online population and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results. Consumer Barometer 2015 Local Report 98

99. VN SLIDE 99 Consumer Barometer 2015 Local Report Consumer Barometer 2015 Methodology Connected Consumer Survey Population o Target population: total population (online & offline) 16+ in each country surveyed except: • 18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan Sampling o Random sampling aimed to be representative of the total population ages 16+ in all countries. o Sample size: n=1,000 in each country surveyed (except India, where n=4,000) Survey administration o Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI). o Questionnaires were administered in local language(s) for all countries surveyed o Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews. Weighting o Data was weighted according to local Census data Timing o Enumeration surveys were administered between in Q1 2014 and 2015.

100. VN SLIDE 100 Consumer Barometer 2015 Local Report Consumer Barometer 2015 Methodology Consumer Barometer Survey Population Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products from the product list. Depending on the country we focused on the population 16+ except: • Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan Sampling o Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries o Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and smartphone usage to ensure local representativness for the online population Survey administration o Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews o Questionnaires were administered in local language(s) for all countries surveyed o Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries Weighting o The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted Timing o Consumer Barometer surveys were administered in 2014 and 2015.

101. VN SLIDE CONTACTS: THANK YOU! 101

Google Consumer Barometer 2015 Report - Vietnam

Google Consumer Barometer 2015 Report - Vietnam

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