The study investigates how social networks influence the behavior of young Vietnamese individuals, revealing that over 90% of internet users engage with these platforms, primarily for communication and social interaction. Facebook, YouTube, and Zalo are the most popular networks, with users taking care when sharing personal feelings and considering comments before posting. Additionally, many users consult social media fan pages before making purchasing decisions.

1. STUDY ABOUT HOW SOCIAL NETWORK
SHAPE VIETNAMESE BEHAVIOR
BY DI-MARKETING (http://www.di-onlinesurvey.com/)
September, 2015

2. 1
SCOPE OF WORK
 The study was conducted to identify how social network shapes
young Vietnamese’s behavior
 Methodology: Online survey
 Fieldwork time: 3 days (04/09/2015 to 06/09/2015)
 Sample size: N = 1,196
 Target respondent: Male/Female, Use social network
 Geography: Nationwide

3. 2
KEY FINDINGS
• More than 90% Vietnamese internet users spend their free time on
social network
• 1/4 spend 1-2 hours/day on social network
• Facebook, Youtube and Zalo are 3 most-used social network in Vietnam
• Most use social network to chat with their friends and relatives
• Nearly a half leave comment after reading
• Social network users often think carefully before sharing their feeling
• Majority use social network to share their family’s pictures
• A third willing to join in an event/activity called on social network
• Majority will visit a product’s fan page before deciding to buy

4. 3
N=1196
DEMOGRAPHIC INFORMATION
5%
46%
27%
22%
Under 18
18-25
26-30
Over 30
Age
29%
71%
Male
Female
Gender
26%
2%
3%
4%
18%
47%
Other
Hai Phong
Can Tho
Da Nang
Ha Noi
Ho Chi Minh
Place
3%
4%
4%
7%
9%
10%
29%
35%
Job seeker/Retired
Factory Worker
Housewife
Others
Self-employed
Engineer/Doctor/Teacher
Student
Officer
Occupation

5. 4
97% INTERNET USERS SPEND THEIR FREE-TIME ON SOCIAL
NETWORK
What do you often do in your free time?
N = 1196
6%
13%
15%
26%
40%
45%
47%
52%
57%
61%
63%
69%
71%
97%
Other
Attend in housework classes
Study language
Playing sport
Eating/drinking
Shopping
Reading book
Gather with friends
Sleeping
Play game
Watch movies
Listen to music
Watch TV
Social network surfing
Total
3%
14%
14%
29%
40%
31%
55%
41%
53%
71%
71%
88%
83%
100%
Under 18
5%
9%
15%
22%
45%
43%
44%
54%
64%
62%
64%
75%
65%
98%
18-25
7%
19%
15%
29%
42%
51%
49%
56%
54%
64%
59%
64%
72%
98%
26-30
6%
16%
16%
29%
29%
47%
50%
47%
49%
52%
62%
60%
80%
93%
Over 30

6. 5
FACEBOOK, YOUTUBE AND ZALO ARE TOP 3 MOST-USED
SOCIAL NETWORK IN VIETNAM
If you choose "Social network surfing", which of the following are you using?
2%
2%
4%
4%
6%
6%
17%
18%
22%
34%
61%
61%
98%
Other
Myspace
Tumblr
LinkedIn
Flickr
Pinterest
Twitter
Google Plus
Instagram
Zing me
Zalo
Youtube
Facebook
Total
3%
5%
7%
3%
5%
7%
21%
22%
33%
41%
43%
62%
100%
Under 18
2%
1%
4%
4%
6%
7%
17%
16%
31%
36%
65%
70%
98%
18-25
3%
3%
3%
3%
4%
4%
16%
18%
12%
33%
64%
58%
97%
26-30
2%
5%
2%
7%
8%
6%
15%
21%
12%
28%
53%
47%
98%
Over 30
N = 1196

7. 6
1/4 SPEND AROUND 1 – 2 HOURS PER DAY ON SURFING
SOCIAL NETWORK
You often use social network in?
9% 9% 7% 11% 12%
22%
29%
17%
22%
30%
25%
33%
27%
22%
22%
19%
17%
20%
22%
12%
15%
9%
16%
14% 15%
11%
3%
13% 9% 10%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=1161
Over 5 hours
From 3 hours - 5 hours
From 2 hours - 3 hours
From 1 hour - 2 hours
From 30 minutes - 1 hour
About 30 minutes

8. 7
CHAT AND UPDATING FRIENDS’/RELATIVES’ INFORMATION ARE
MAIN PURPOSES FOR USING SOCIAL NETWORK
What do you often do on social network?
4%
10%
27%
29%
34%
38%
44%
49%
52%
54%
55%
69%
70%
77%
Other
Sell products
Buy products
Comment in hot topic
Follow hot stories on social
Follow celebrities
Gaming
See pictures
Follow my favorite brands' news
Music/Film
Share my status with friends
Update social news
Update friends' information
Chatting with friends/relatives
Total
N = 1161
3%
9%
14%
22%
43%
40%
41%
53%
48%
62%
47%
57%
67%
81%
Under 18
4%
10%
27%
27%
32%
36%
43%
49%
55%
55%
52%
68%
68%
79%
18-25
4%
12%
33%
34%
35%
37%
52%
48%
50%
53%
62%
70%
73%
77%
26-30
4%
8%
21%
30%
34%
43%
38%
51%
51%
49%
55%
71%
69%
69%
Over 30

9. 8
31% 34%
30% 31% 31%
25%
29%
24%
28%
23%
17%
10%
20%
16%
15%
13% 12% 12% 13%
16%
8% 10% 9% 6% 8%
5%
3% 5% 3% 5%
3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
They don't deserve my sympathy
I don't care
Untrustworthy
Curious and want to know more
Normal, just read for fun
Sympathizes and want to help
Sympathize
MORE THAN HALF OF SOCIAL NETWORK USERS FEEL SYMPATHY
WHEN READING HUMANITY STORY
N = 1161
What do you feel about humanity story on social network?

10. 9
75% READ BOTH NEWS AND COMMENT
When reading news on social network, your habit is ?
N = 1161
75%
66%
75%
81%
71%
24%
34%
23%
19%
27%
1% 0% 1% 0% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Read comment only
Read news only
Read both news and
comment

11. 10
NEARLY A HALF LEAVE COMMENT AFTER READING AND
71% OFTEN VIEW PREVIOUS COMMENT BEFORE WRITING THEIR OWN
Do you often write comment at the news you
read?
47%
41% 42%
54% 51%
53%
59% 58%
46% 49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=1161
No
Yes
71%
79%
65%
71%
79%
29%
21%
35%
29%
21%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=545
No
Yes
Do you often see previous comment before
writing your own comment?

12. 11
63% USE SOCIAL NETWORK TO SHARE THEIR FAMILY’S PICTURES
What do you often share on social network?
8%
30%
33%
39%
43%
44%
49%
63%
Other
My works
Share other hot
news/trend on social
Share my favorite brands'
images/information
My own feeling
Share good
books/songs/film/stories
Share my favorite slogan/
quotes
Share my/family 's
pictures
Total
N = 1161
19%
22%
31%
47%
33%
47%
40%
53%
Under 18
9%
28%
30%
32%
44%
44%
48%
61%
18-25
7%
32%
37%
44%
47%
47%
55%
65%
26-30
6%
35%
37%
44%
39%
40%
45%
65%
Over 30

13. 12
MOST OFTEN THINK CAREFULLY BEFORE SHARING THEIR OWN
FEELING ON SOCIAL NETWORK.
What do you usually do before sharing your own feeling?
(For those who chose share their own feeling)
93% 95% 92% 93% 95%
7% 5% 8% 7% 5%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=502
I just share what
I want
Think carefully
before sharing

14. 13
MOST WILL CONSIDER BEFORE SHARING SENSITIVE CONTENT ON
SOCIAL NEWTWORK
50%
31%
48% 52%
59%
44%
62%
46%
42%
35%
6% 7% 6% 6% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=1161
I just share as I want to
I don't intend to share
topic like this
I will consider if it may
cause bad effect or not
When you read/see a topic/video/story which is violent, aggressive or sexual content,
What do you usually do before sharing?

15. 14
SUPERVISORS AND TEACHERS SHOULD NOT BE ADDED FRIENDS
ON SOCIAL NETWORK
Who shouldn't add friend on social network?
11%
16%
18%
31%
32%
45%
Girlfriend/Boyfriend
Brother/sister
Collegue
Dad/mom
Teacher
My supervisor
Total
N = 1161
2%
16%
0%
50%
48%
19%
Under 18
7%
13%
13%
37%
31%
43%
18-25
12%
14%
20%
26%
29%
54%
26-30
21%
25%
31%
22%
32%
45%
Over 30

16. 15
1/4 SOCIAL NETWORK USERS SHARE THEIR STATUS
AT LEAST ONCE/DAY
How often do you often share your feeling on social network?
25%
42%
31%
19% 15%
22%
16%
21%
26%
19%
13%
21%
15%
12%
8%
15%
15%
13%
22%
12%
21%
10%
12%
14%
9%
5%
9% 17%
5% 3%
9% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=502
More than 3 times/day
2-3 times/day
Once/day
2-3 days/once
4-5 days/once
Once/week
More than a week/once
People over 30 tend to share their feeling more frequent than other aged group

17. 16
30% WILLING TO JOIN IN AN EVENT/ACTIVITY
CALLED ON SOCIAL NETWORK
When there is a call on social network for participating in an event/charity/social activities …,
will you take part in?
30%
24% 25%
33%
40%
18%
14%
20%
15%
18%
52%
62%
55% 53%
43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=1161
Neutral
No
Yes

18. 17
MAJORITY STILL USE THEIR OWN PHONE TO ONLINE SOCIAL
NETWORK WHILE THEY ARE HANGING OUT WITH FRIENDS
When hanging out with friends, do you often use your phone to log in
your social network account?
68%
53%
69% 71%
65%
32%
47%
31% 29%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=1161
No
Yes

19. 18
When there is an argument on social network, you often:
39% VIEW ARGUMENT ON SOCIAL NETWORK JUST FOR FUN.
THEY WILL NOT LEAVE ANY COMMENT ON THIS KIND OF TOPIC
20% 17% 17% 19%
27%
7% 5% 7%
7%
7%
20%
17% 20%
22%
17%
39%
34%
43%
37%
32%
28%
34%
30% 27%
24%
13% 12% 14% 14% 9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=1161
I don't care
View and leave
Not participate in, just view for
fun
Not participate in, but will
protest again whom I disagree
Participate in by supporting the
majority
Participate in by giving your
own idea

20. 19
When you want to buy a products, do you often find information on the fan page of that
brand on social network?
MAJORITY WILL FIND INFORMATION ABOUT A PRODUCTS ON
ITS FAN PAGE BEFORE DECIDING TO BUY
86% 86% 89% 87%
77%
14% 14% 11% 13%
23%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=1161
No
Yes

21. 20
If you choose "Yes", which of the following factors will you consider the most?
THE COMMENT OF OTHERS ABOUT THE PRODUCTS WILL BE THE
MOST AFFECTABLE FACTOR TO USERS’ BUYING DECISION
45% 45% 45%
50%
38%
28%
17%
32% 24%
28%
14%
22%
11%
14%
19%
6% 9%
7% 6%
5%
7% 7% 5% 6% 11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=1161
Other
Consultation from the admin
of the fan page
Products' information on the
fan page
Review about the products on
other website/fan page…
Comment sharing feeling
about that products on the
fan page

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 (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

23. 22
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

24. 23