An on-going study on Vietnamese consumer behaviour - breakdown into demographic variables are available upon request

1. e behaviors
consumers’
23 December 2011

2. About the Survey
i  ?
Consumers’ E-behaviors The survey were carried out For further info or feedback,
survey was designed with within the first 2 weeks of please contact:
an aim to provide a fresh December, 2011.
update about our › Achieved sample: n=2,004 Ms. Tran Lien Phuong
consumers online › Average length of the Research Director
behaviors. survey: 12 mins 44 secs TRAN.LIEN.PHUONG@EPINION.VN
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3. The Respondents’ Profile
Gender Age
44%
38%
Male
50% 50%
Female 11%
6%
Under 19 20-24 25-34 Over 35
n=2004 n=2004
Income Occupation
> 45.000.000 VND 1% 1% 2%
No formal education
0% 2%
30.000.000 - 45.000.000 VND 2% 1%
Incomplete primary school
0% 2%
2%
15.000.000 – 29.999.000 VND 8% 11% 2%
Complete primary school
11% 2%
Incomplete secondary school: technical/ vocational type
7.500.000 – 14.999.000 VND 20% 1% 1%
Complete secondary school: technical/ vocational type
4.500.000 – 7.499.000 VND 20% 13% 13%
62%
Incomplete secondary school: university-preparatory type
3.000.000 – 4.499.000 VND 15% 62%
Complete secondary school: university-preparatory type
1.500.000 – 2.999.000 VND 12%
Some university-level education, without degree
< 1.500.000 VND 7%
n=2004 n=2004 University - level education, with degree
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4. Daily activities
4

5. Surfing the web is the most popular activity but dropping during weekends
More outing and group activities on weekends
Weekdays Weekends
78% Going to the Internet - Surfing the web 52%
63% Watching TV at home 41%
57% Reading books/newspapers/magazines 31%
46% Sleeping 50%
44% Hangout at café 48%
38% Go shopping 49%
35% Watching movies at home 24%
29% Cooking at home 28%
28% Cruising around the city 33%
27% Working at home 19%
24% Going to bookstores 21%
24% Grocery Shopping at wet market 22%
23% Going to the cinema 32%
22% Playing sports 20%
21% Listening to radio 12%
20% Dining out 27%
16% Working out/go to GYM 9%
14% Boozing 17%
13% Go picnicking 34%
10% Going to beauty salon 13%
9% Going to spa or massage 11%
6% Going to art performance 11%
Q: Which activities do you often do at weekends/ on weekdays? n=2,004 Breakdown by different demo target groups also available upon request.
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6. Online activities
6

7. Reading news is the most popular online activities. Chat, games and movies
go up on the weekends
93%
85% Weekdays
81%
Most frequent at weekdays
84%
70% 69% Weekends
73%
70% 69% Most frequent at weekends
66% 57%
55% 43% 45%
33%
31% 32% 34%
31% 29% 28%
36% 25%
21% 30% 30% 29%
16% 28%
25% 24% 13%
22% 12%
9%
19% 10%
5% 7% 12%
3% 1% 2% 2%
9% 1% 0%
8% 0%
6% 3% 2% 4%
1% 0% 1% 1% 0% 0%
0%
Q: Which online activities do you often do at weekends/ on weekdays? n=1,558 Breakdown by different demo target groups also available upon request.
Q: Which online activities do you do most often at weekends/ on weekdays? n=1,049 (those who often get online at
weekends/ on weekdays) 7

8. Favorite online topics
and behaviour
8

9. Promotions and discounts information catches the most attention of the
audience followed by news and music
67%
62% 62%
56%
45%
40%
37%
34% 34% 33%
?
Promotions or World News National News Good songs New products Info about Info about Funny Quotes/Idioms Beauty Tips
discounts info info cuisine, dining entertainment Stories
out activities
Q: Which topics are you interested in when you are surfing the internet? n=1,654 Breakdown by different demo target groups also available upon request.
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10. Our consumers love to share their opinion on various topics they are
interested in
50%
60% Talk to/discuss with other people about the topic
51% Save and bookmark for later reference
37% Post the link on social networks to share with others
32% Post comments
24% Forward to specific target via emails
9% Just read and do nothing
0% 100%
Q: When you read your favorite topics, what do you often do after you read them? n=1,654 Breakdown by different demo target groups also available upon request.
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11. Their involvement is strong across all different topics
62%
26%
News about promotions
News about promotions or discounts 40%
or discounts 7%
53%
n=1,116 35%
62%
25%
Local news 39%
8%
n=1,032 53%
35%
62%
25%
World news 40%
8%
n=1,021 54%
36%
65%
25%
Nice songs 43%
7%
n=920 54%
36%
65%
29%
New product information Talk to/discuss with 42%
7%
n=752 other people about Forward to 56%
the topic specific Post the link 36%
target via on social Just
networks to Save and Post
emails read
share with bookmark comments
and do
Actions taken by specific topics others for later
nothing
reference
can be produced if required
Q: When you read your favorite topics, what do you often do after you read them? Breakdown by different demo target groups also available upon request.
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12. Engagement with social
website
12

13. Yahoo is still the most popular website among the online community
94%
81%
77%
69%
45%
20%
27% 15% 14%
22% 12%
6%
6%
0% 0% 0% 0% 0%
Q: Which of the following websites that you have registered an account? n=1,654 Breakdown by different demo target groups also available upon request.
Q: Which one do you use the most often? n=1,654
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14. The youth (20-24 years old) dominate among social networks’ users
4% (72) 3% (54) 5% (90)
5%
(90)
11% 12% 14% 12%
(91) (100) (116) (100)
32%
35% (87)
35% (95) 37%
(95) (100)
n=1,273 n=1,341 n=1,148 n=1,547
48%
(106)
49% 52% 46%
(108) (114) (101)
Breakdown by different demo target groups also available upon request.
Under 19 20-24 25-34 Over 35
Note: The figure in bracket is the index number indicating
the variation from the base value. 14

15. Awareness and attitude
towards online ad/
promotion
15

16. Online banners gain highest awareness but the hook is on the content and
layouts - execution is key
3%
4% 5%
3% 13% Awareness Rate
9% 4% 21%
23% Participate in the forums/post
comments
18%
42% 29%
18% 11% Click to see and spread it to many
37%
86% other people
21%
42% Only click to see if the products or
64% 33% 37%
61% services brands are relevant to me
32% 8%
33%
14%
38% 36% Click to see if the format/layout is
9% 38% attractive and has impressive effects
10% 22% 18%
7% 25%
6% 15% Click to see more but do nothing after
12%
38%
12%
25% 3% 4% Close this webpage and open another
21% 3%
8%
12% 11% Do not care/skip it
Online Banner Commercial Pop Up Articles or Social networks, Forums,
n=1,416 video Clip n=1,002 stories about fan pages of comments
n=1,058 products or online n=595
services communities
n=627 n=636
Q: Which types of online advertisings that you see on the Internet? n= 1,654 Breakdown by different demo target groups also available upon request.
Q: What do you often do when you see those types of online advertisings?
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17. Time spent online
17

18. Nearly one half of Internet users spend 4 hours or more a day online
Under 1 hour 2%
1- 2 hours 17%
Average time a day
4hrs24mins
>2-3 hours 21%
>3-4 hours 17%
4 hours or more 43%
Q: Average, how much time do you spend to surf the internet? n=1,654 Breakdown by different demo target groups also available upon request.
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19. Peak time is 9-11AM and 8-10PM
31
20 31
31
33 43 21
7 28
4
36 1 44 29
1
1
7 3 27
29 39 16 22
25
AM PM
Q: When do you often surf the Internet? n=1,654 Breakdown by different demo target groups also available upon request.
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20. Their view on Vietnam’s
economic outlook?
20

21. Not very positive on current economy but hopefully better in the next 6 months
Very Somewhat Not sure Somewhat Very
Negative Negative Positive Positive
OCT 2011
(n=1586) 6% 42% 30% 22% 1% Mean: 2.73
DEC 2011
(n=2004) 7% 45% 26% 21% 1% Mean: 2.65
In the next 6
months
(n=2,004)
1% 36% 37% 24% 2% Mean: 2.89
50%
Q: Which of the following best describes your view on Vietnam’s current economy? n=2,004 (asked in Oct & Dec 2011) Breakdown by different demo target groups also available upon request.
Q: Which of the following best describes your view on Vietnam’s economy in the next 6 months? n=2,004 (asked in Dec 2011)
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22. What is the impact of
negative economic
outlook?
22

23. Entertainment industry receives greatest impact from negative outlook
SPEND LESS ON DINING IN RATHER THAN RECONSIDER PURCHASING MINIMIZE TRAVELLING FAR
ENTERTAINMENT EATING OUT A NEW LAPTOP OR MOBILE DISTANCE UNLESS REALLY
PHONE NECESSARY
70 55 52 43
74 59 55 47
ONLY BUY PRODUCTS CONSIDER SWICTCHING TO CONSIDER SWITCHING TO SWITCH TO PUBLIC
WITH PROMOTIONS OR LESS EXPENSIVE HOME CARE LESS EXPENSIVE PERSONAL TRANSPORTATIONS OR SHARE
DISCOUNT PRODUCTS CARE PRODUCTS BIKE WITH COLLEAGUE
38 24 22 18
45 26 26 20
Note: The figure is compared to data collected in Oct 2011
Q: Which of the following describe your behavior as an impact of current economy? n=2,004 Breakdown by different demo target groups also available upon request.
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24. More about our survey
Break down by demographic groups (age, gender, locations) for presented
information is available upon request.
The following information is also available:
• Technology & Car Brands
• Banks & Financial Services
• Vietnamese Economic Outlook
Understand your target customers with customer-centric strategies.
Please contact us if you need to know more about your consumers.
Ms. Tran Lien Phuong
Research Director
TRAN.LIEN.PHUONG@EPINION.VN
M: 0903 919 340
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