Viber research Hungary

Neo Interactive Presents:
DomesticRepresentativeResearchaboutViberUsersinHungaryanditsConclusions
2017 fall
Excerpt

REPRESENTATIVE VIBER RESEARCH (2017 - HUNGARY)
Based on the ideas and commitment of Neo Interactive, the main aim of the research was to explore the chat platform using habits of Viber users in Hungary. The study in-
cluded an expert data analysis by the digital advertising agency and infographics; as well as online population survey, prior to that an omnibus survey and in- depth interviews with
decision makers in marketing with the help of the company, Inspira Research.
Representative population research was complemented by the above-mentioned in-depth interviews and an additional desktop research by the Neo, too.

Domestic market leader, Neo has started its activities in digital marketing communications
15 years ago and was the first to offer such services for companies in Hungary. From the
late iWiW, throughout Facebook, until Instagram; it has been a diverse and exciting jour-
ney. What is common in any brand on a community portal is that they are trying to follow
their customers. Keeping track of how their costumers spend their free time -since pre-
vious media consumption pattern have been drastically rearranged by the emergence of
social media - and track them in a way of that brands themselves appear as a personality
on social networks, as well: they post, comment, like, and build their (client) network.
Nowadaysthere is a big change again, as a newgeneration ofsocial platforms has emerged,
which is more personal, more immediate, and goes far beyond the classical one-to-many
communication, such as at Facebook, what is now somewhat old-school, or at least it has
been under the pressure of renewing lately.
The so-called dark social expansion is based on the fact that people are increasingly re-
ceiving and sharing content through their private channels. There is Facebook Messenger
– after being separated from its ‘mother’ Facebook- Viber, WhatsApp or Snapchat, just to
mention a few.
Eventually brands will follow their customers from private to public platforms, however, we
know less about these channels, hence the name, dark social, as it is not measurable with
the traditional web analytical tools. Thus, pioneering advertising agencies and brands only
knew very little initially when they aimed to communicate on chat applications. Therefore,
it is clear if we cannot measure it directly, we need to conduct a research about the pat-
tern of customers’ habits.
We have chosen Viber and not the other chat platforms, because it has demands for the
throne of the market with its nearly 3 million users on the Hungarian market, secondly it
launched such functions with such a mentality that is very stereotypical to this new gen-
eration. That was also important, that Viber unlike its main competitor in Hungary, Face-
book Messenger, considers Hungary as a privileged marketplace, its experts are avail-
able, therefore it is possible to launch brand communication innovations from Hungary
regarding chat application system. Moreover, Viber is not only good for communication,
but it works as a customer service and a good platform for promotions as well, not to men-
tion that it is opening up for e-commerce at the moment, too.
WhyNeoInteractive,andwhyViber?

The draft version of the research with information design is being shared right now in the form of this document with those who are interested. This material includes the demo-
graphic and user habits results measured on the overall sample of the Viber users, as well as the major conclusions of the in-depth interviews with marketers and the final picture
of the Hungarian Viber market based on the desktop research.
Ifyou’re interested in the deeper context, in the often surprising results that contradict the perceptions, or in the results that will enable you for more precise targeting: such as how
age, gender, frequency, region, residence, education affect the propotions of Viber users - then do not stop halfway.
Following the structure of this piece, you can get information with a sample that is broken down with conclusions and well- formulated lessons, user profiling, summary (matrix)
tables and infographics that you can all use for planning your company’s chat marketing activity.
For more info,you can find us at: novak.ferenc@neo-interactive.hu.
Neo Interactive Ltd. All rights reserved. The entire or part of the present, excerpted version of the representative Viber research can be freely used, distributed and disseminated by naming the source, for example: “Viber Representative Population Research, Neo Interactive (neo.viberkutatas .com). “ Commercial and business use
is only possible with written permission. Please request it at neo@neo-interactive. Thank You!
* * *

Methodologyoftheresearch
Omnibus survey followed by a public online survey
Purpose: to obtain basic data from a representative sample about the profile of Viber users and of those who are familiar with Viber
• who they communicate with on Viber
• what functions are used
• what additional features they would like to have
• whether they follow brands
• what information and news they want to receive on Viber
• what they would buy and what services they would use through Viber
• whether they know the chatbots
Object group and sample structure:
16-49 - Online Questionnaire, between 04-09-2017 and 15-09-2017
No decimal places are shown in our numeric values, all sub data are rounded up or rounded down, are written as integers. Therefore, where only one answer was given in the questionnaires,
i.e. where the total number of sub-responses is 100%, sometimes it may be due to rounding- summing up each rounded element - the “total” does not exactly one hundred percent.
Central, Western and Eastern Hungary includes the following KSH regions: West: Western Transdanubia, Central Transdanubia, Southern Transdanubia | East: Northern Hungary, Northern Great Plain, Southern Great Plain | Central: Central Hungary (Budapest and Pest County)

RepresentativePopulationResearch

HaveyoueverheardofViberandhaveyoueverusedit?
Haveyouheard
ofViber?
N= 1000
DoyouuseViber?
Base: Who has heard about Viber n = 870
REPRESENTATIVEVIBERRESEARCH(2017 - HUNGARY)

DemographyoftheHungarianViberUsers
Education
College, University: 24%
High School: 39%
Vocational
school: 27%
Elementary
school: 9%
Female: 51%
Male: 49%
Gender*
Village: 26%
Country seat: 20%
City: 34%
Capital: 21%
Residency
Western Hungary: 29%
Eastern Hungary: 37%
Central Hungary: 34%
Regions
Age
Contrary to popular belief, Hungarian Viber users are older, 40% of them are older than 45 years.
The reason for the smaller proportion of Viber users in Western-Hungarian region is maybe because of the neighboring Austria is a "WhatsApp country".
Compared to the research results, according to Viber's own data, 57% of Hungarian users are women and 43% are men. (VIBER CEE data for 2017Q1, based on Facebook's advertising system). *
* At the data interpretation, the distribution of the population in the different
regions shoud be taken into account.
Over 65: 7%
Between 55-64: 13%
Between 45-54: 20%
Between 35-44: 24%
Between 25-34: 21%
Between18-24: 16%
Báse: Internet users in the domestic populations. Sample size: 1000 people

RepresantativeresearchoftheViberUsers
Aged between 16-49

37% ofViber users
use the application daily.
Howoftendoyouuse/open
theViberapplication?
Once a day
Fewtimes perweek
Fewtimes per month
Less than monthly
Everyday, (almost) always
Afewtimes per a day
REPRESENTATIVEVIBERRESEARCH(2017 - HUNGARY) Base: Total sample n = 250

WhichViberfunctiondoyouusethemost?
Privatechat,
textmessaging
Calling Soundmessages
77%
41%
15%
Videocalls Groupchats
Receivingdirect
messagesfrombrands,
themedia
andcompanies.
Followingthepubliccontent
ofbrands,themedia,
companies.
Other
12%
9%
4%
1% 1%
AViber user on average uses 1,6 funtions. 86%Light users (use 1-2 functions) Heavy users (use maximum of 5 funtions) 14%
Base: Total sample n = 250

Usually,withwho(orwithwhom)doyoucommunicateonViber?
Friends Closerelatives Co-workers
Remote
acquaintances
Distant
relatives
(Ex-)classmates
The most embarrassingwords usedwhile chatting according toViber users:
Úti (‚haty’), futi (‚runny’), uncsi (‚bory’), szercsi (‚loveee’), puszcsi (‚kissy’), okszi (‚oky’), micsi (‚what’s upy’), tali (‚meety’), köszcsi (‚thanky’), szivcsi (‚welcomy’), ciki (‚awkwardy’)
Base: People who use the private and group chatting, sound messages, calling and video calling functions n = 245

78% ofHungarianViber users use accents, nearlyhalfofthem stickers,
and two thirds ofthem send their emojis too.
Howtrue arethefollowing statements
whenyouarechattingonViber?
I usually use accents 78%11%
I use EMOJIs (such as smiley) 20% 66%
I use stickers 27% 47%
I send GIF-s 62% 19%
I share photos 29% 50%
I send links to my ﬁrends 46% 35%
I usually use abbreviations while chatting 52% 28%
I send video messages 81% 9%
I will create groups for parties, travelling, ect 78% 10%
I share video ﬁles 71% 15%
I send sound messages 72% 10%
I send drawings on Viber 84% 6%
1 - Not at all
2
3
4
5 - Very much true
Rather agree
Rather disagree

Sendingfood,danceandgreetingstickersdiffersgreatlydependingongender,whileusageofcongratula-
tions,wishes,ordeclarationsofexpressionstickersdifferbyagegroups.
Usuallywhatkindofstickersdoyousendwhilechatting?
EmotionalExpression64%
Greetings
Funnysituation
Relatedtoeventsandoccasions
51%
37%
33%
33%
31%
26%
16%
13%
10%
9%
9%
9%
7%
7%
3%
Understanding/Liking
Agree/yes/no
Congratulations
RelatedtoFood/Drinks
RelatedtoDance,Music
Request,begging
Describingasituation
Relatedtosickness
Calltoattention
Cheering
Asking
Relatedtosports
Base: Who use stickers. Total sample n = 213

39%
31%
26%
20%
20%
17%
16%
13%
13%
8%
6%
2%
1%
Dailye-mailNotiﬁcationaboutViberMessages
Shopping
Dating
Videostoriesvisiblefor24hours
Nothing
None
Other
"Bluetooth chat" without an internet service provider attracted more than a third of respondents.
In this ﬁgure, some of the commercially highly informative details have been hidden, this information is not part of it for free, shared research results.
If you are interested in the complete research, please contact us!
Whichadditional,
newfunctiondoyouwant
the most onViber?

RespondentsmostlyuseViberforeverydaycommunication.
WhathaveyouusedViberfor?
Askedforhelptosolveaproblem
Iarguedwithsomeone
Irecommendedamovie,music
Iwastryingtoimpresssomeone
Iofferedaproduct,service
Isaid‚Iloveyou’
Idisclosedabigsecretofmine
Icomplainedaboutaproduct,
company
Icomplainedaboutsomething
celebrity,TVshow,etc.
Ibrokeupwithsomeone
Other
23%
21%
19%
10%
7%
6%
5%
2%
13%
13%
10%

Viber vs.FacebookMessenger
Howmuch doyou agree/ disagree?
Viber makes it easy to get in touch with my foreign acquaintances
Viber makes it easy to get in touch with my friends at home
I don’t really sent texts, I use Fb Mesenger instead
I see less ads on Viber than on Fb Messenger
72%Using Viber is simple
I don’t really text, I rather use Viber
Therearesigniﬁcantdifferencesinthebreakdownbydifferent
groups(e.g.age,usagefrequency)ofthewholesample.
Viber is cooler than Facebook Messenger
I believe Viber is better to make calls, while Facebook Messenger is useful to chat
My source of information is the public content of companies, brands on Viber
Group chats are better on Viber than on Facebook Messenger
21%
26%
38%
36% 40%
44%
59%
12%
26%
57%
57%
42%
38%
51% 29%
55% 20%
73% 12%
It’s not typical for me
1 - I fullydisagree
2
3
4
5 - I fullyagree
Rather agree
Rather disagree

News Co.
Hairdresser
Pagesofpubs
andfestivals Newssites Travelsites
Gastronomy
Womensites
Café
19%
18% 17%
Whatkindofbrands,companies,pages wouldyoufollowthe most onViber?
13%
Pageofshopping
centres
Plaza
Airport
Comedian Careeradvices Pageofa
brands,service
Sportclub
Blogger
Other
12%
10%
3%
2%
The numberofpeople inthe samplewho are alreadytracking brands
and business-related content is stillverylow, but morethan halfofthe
respondents are opentofollowpages ofdifferentthemes.
44% None
18%
13%
12% 12%

Whattypeofnews,information,opportunities
wouldyou liketo receivefrom brands, companies?
13%
Costumer
service
information
24%
Musicorentertaining
content
15%
Information
aboutthe
game
43% 42%
Stickers
16%
30%
News
In this ﬁgure, some of the commercially highly informative details
have been hidden, this information is not part of it for free,
shared research results.
If you are interested in the complete research, please contact us!

WhatkindofproductwouldyoubuythroughViber?
Cinema,
theatre,
concert
ticket
Book,music,
movies
Games Consumer
electronics
Cosmetics Clothesand
accessories
Furniture Smart
gadgets
Sport
equipments
Computers Cars
Videogames
Food
Software
58%
52%
46%
41%
48% 50%
24%
20%
18%13% 9% 13%
19%
27%
41% 41%38% 40%
51% 51%
62% 63%
59% 60%
67%
70%
37% 34%
28%
33%32%
28% 28% 26%
13% 14%
11%
3%
9% 12% 5% 4%
Would
notbuy
Would
maybebuy
Deﬁnitely
buy
Base: : Who maybe or for sure would buy products via Viber, or would use some services via Viber. Total sample n = 122

WhatkindofservicewouldyouusethroughViber?
Shopping Orderfood
Telecommuni-
cationservices
Booking
atrip,
accomodation
Orderingtaxis
E-learning
Watchsport
Rentacar Date
Banking,financial
services
44% 47%
60%
44%
52%
66%
41% 38%
22%
31%
13% 17%
15% 16%
23%
34%
16%
22%
36% 37%
64% 65%
48%
52%
72%
53%
46%
28% 25%
42%
33%
21%
11% 17%
8% 9%
10%
15%
7%
Not
Maybe
Definitely
It is the most "private" services
(dating, finances, insurance)whatwould be used the least by
Viber users, thoughViber is for private contacts
In this figure some of the most highly informative details are not included in the free-of-charge research results.
If you are interested in the entire research, please contact us! "
Base: Who maybe or for sure would buy products via Viber, or would use some services via Viber. Total sample n = 122

Howmuch doyou agree
withthefollowing statements about
Viber/Messengerchatbots?
11%Chatbots should be welcomed
Skynet was the ﬁrst chatbot
24% 34%
16% 32%
57% 16%
49% 15%
19%
It is fun to talk to chatbots
I have already channeled my frustration through a chatbot
I don’t think chatbots understand what I’m saying.
Behind chatbots, middle aged women are giving the answers
25%
25%Rather annoying than useful 31%
44%
Rather agree
Rather disagree69%ofrespondentsdidnotevenhearaboutchatbots,
whichmayalsomeanthatthenameisunknowntothem.
REPRESENTATIVEVIBERRESEARCH(2017 - HUNGARY) Base: Who have heard about chatbots, Total sample n = 76

Chat Platforms Generally - Advertiser Perceptions
• They have little information, have little concrete experience, they have little insight on
the area.
• Brands, firms find it challenging to come up with constant, good, and interesting con-
tent.
• In case of customer management, they expect the spread of chatbots in the future.
The advantages and disadvantages ofchat platforms in brand com-
munication - advertiser perceptions
B2Bin-depthinterviews
• The target group can be reached more
easily and quickly.
• “Robots” can efficiently solve more
complex customer service issues.
• The use of fun features with the
branding of chat platforms, the
increase of loyalty, and the reduction of
consumer frustration can be reached
• The brand may challenge the style of
the chat platform that is not close to
the brand. This kind of brand communi-
cation invades most in the private sec-
tor.
Advantages Disadvantages+ -
Which chat platform has been used already and which ones are
promising?
• Viber’s public account function: they feel that there is no capacity to do so, as there is a
need for great expertise in responses.
Viber App Reviews - Advertising Perceptions
• Viber handles brand communication as a priority, and can have a serious “development
team” behind it. The design of an extensive / abundant visual set of tools is very impor-
tant in effective brand communication.
• Among Viber features, chat, auto chatbots and stickers are considered useful for mar-
keting communication.
• They expect more data (e.g. demography, other applications) from Viber.
The future of chat platforms - advertiser perceptions
• It can be suitable for both private and B2B communication.
• Viber seems to be at the forefront of technological advances in brand communications.
• Facebook Messenger can implement the features of Viber and by that it could gain com-
petitive advantage.

DatameasuredbyViber
Users Content Stickers
Telenor Hungary
Hugó és Helga Sticker Pack
neo
Szia! Érdekel egy reprezentatív
kutatás a Viber használatáról?
marketinges
Igen!
neo
Akkor látogass el a neo.viberkutatas.hu
weboldalra.
Average numberofcontats: 50
Numberoffollowed accounts: 4-5
Messages sent perday: ~30million
Calls in a day, in minutes: ~3,8million
Active chats/ a day/ user: 6-10
Hungarian mobile owners usingViber: 76%
Content sharing on public proﬁle:
100%text;36%photos;15%sticker;
5%URL/GIF;2%video;1%sharingcontact;
3%other
Biggest engagement:
GIF,video,sticker
Stickers sent/ a day: 1,25million
Stickers sent/ a day/ a user: ~4,6
Numberofusers sending a stickers: 267.000/day
Source: Viber CEE, Hungarian data in April 2017

ReprezentatívViberkutatás (2017. október)
DomesticbrandaccountsonViber
David
Dumaszinház
chatrobot
SummerVibes
Asszisztens
Ragnar Netpincérbot
neobot

Domesticmedia
andinﬂuencersonViber
71
TherearealsoclosedgroupsonViber
(e.g. Uber-Taxi, Smoke & CharmTDI Club, Bus DriverGroup, FestivalTrans
Group, LorrydriverAdolescence Group).
Nosaltyrobot
Feminahírbot
Indexhírbot
H2U4Droid
Utazómajombot

Hungarian stickerpackages

Telenor Hungary
Hugó és Helga Sticker Pack
REPRESENTATIVEVIBERRESEARCH(2017 – HUngary)

Szakállas vagy borotvált?
Galaxy Cosmetics

Day & Night by Adaptive
Adaptive

Nescafé matricacsomag
NESCAFÉ

Sziget Vibe
Sziget - Island of Freedom

Crazy Sztickerz by Sziget
Sziget - Island of Freedom

Árkád shopping
Árkád

Juci & Maci
Nosalty

Gyíkember az Indextől
Index

Dumaszínház
Dumaszínház

Pöttyös matricák
Pöttyös Túrórudi

Anna és Virsli
Femina.hu

Bundás és a haverok
24

Húsvéti hangulat
Viber Hungary

Szerelemrandi
Viber Hungary

48% 52%
Action-based knowledge is in the details. Are you interested in how the proportion of Viber users develop in terms of age, gender, usage, region, residency and education? It could be use-
ful to use the selected and well-crafted, well-illustrated lessons, the drawn Viber using female, male, under 30, etc. profiles? Or do you hunt for the curiosities in the hundreds of serial
background excel tables?
Contact us:
novak.ferenc@neo-interactive.hu
For more information visit neo.viberkutatas.hu or www.neo-interactive.hu .
Askourfullresearchmaterial!
- Actionable Viber knowledge
What do you think, which gender dominates in the 16 to 30 age group by two-thirds? While in
the older age group they are only the 42%.
So, is the younger generation of Viber user mostly male or female?
28% and 43% are two data for daily Viber usage for 16-30 and 31-49 age groups. But which
number belongs to which age group?
So, younger or older people are more active Viber users?
Total sample Between 16-30
67%
33%
?
Total sample ? ?
63%
37%
72%
28%
57%
43%
Daily user
Less than daily
Male
Female

REPREZENTATÍV VIBERKUTATÁS (2017)
27%
41%
Action-based knowledge is in the details. Are you interested in how the proportion of Viber users develop in terms of age, gender, usage, region, residency and education? It could be use-
ful to use the selected and well-crafted, well-illustrated lessons, the drawn Viber using female, male, under 30, etc. profiles? Or do you hunt for the curiosities in the hundreds of serial
background excel tables?
Contact us:
novak.ferenc@neo-interactive.hu
For more information visit neo.viberkutatas.hu or www.neo-interactive.hu .
Askourfullresearchmaterial!
Looking at Eastern Hungary and Western Hungary, 40% is one region, but only 24% is the
proportion of the other region among all 16- to 30-year-old Viber users. Could you guess
which region has nearly twice as many young Viber users?
So, are there more users under 30 in Western or Eastern Hungary?
Which education group has the surprising data that 46% of them are very common users,
while rarely opens Viber?
So, is the duality (very intensive or very rare usage) the characteristic of which
education group?
?
Less than monthly
32%
24%
36%
40%
Few times per month
Few times per week
Once a day
A few times per a day
Every day, (almost) always
25%
20%
18%
5%
15%
17%
43%
12%
12%
34%
Western Hungary
Eastern Hungary
Central Hungary
Total sample
Total sample
Between 16-30
?

Idea, Data analysis, graphic design, desktop research:
Neo Interactive
What is Neo Interactive digital agency?
Online population survey and pre-omnibus research, as well as in-depth interviews by neo:
Inspira Research
The research is about Viber, but not requested by Viber, neither has Viber taken part in it.
The research is available on the neo.viberkutatas.hu website as well.
Digital universal content and advertising company since 2002 serving the brands.
We are experimenting, developing, building content, and sharing knowledge.
More information:
neo-interactive.hu
facebook.com/NeoInteractive
chats.viber.com/neointeractive
ViberResearch team

Viber research Hungary

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