Moore - Vietnam Digital Landscape 2015

1. VIETNAM
DIGITAL LANDSCAPE 2015
BY MOORE CORPORATION

2. TABLE OF CONTENT
[1] VIETNAM IN A GLOBAL CONTEXT
[2] VIETNAM DIGITAL MARKET OVERVIEW
[3] ONLINE POPULATION DEMOGRAPHIC
[4] VIETNAM INTERNET USER BEHAVIOR
[5] VIETNAM MOBILE
[6] VIETNAM SOCIAL NETWORK
[7] VIETNAM E-COMMERCE
[8] APPENDIX
1

3. VIETNAM IN GLOBAL CONTEXT
01
2

4. In Asia:
Internet Users: 7th
Digital Access Index: 0.31
Smartphone User: 15th
In the world:
Population: 14th
GDP Growth Rate: 2nd
Internet Penetration Rate: 39%
3

5. VIETNAM DIGITAL MARKETING
OVERVIEW
02
4

6. NETIZEN
OVERVIEW POPULATION
49.6%
50.4%
POPULATION BY GENDER
Nam
Nữ
31%
69%
POPULATION BY REGION
Urban
Rural
90,493,352
Total Population
fvdvdvhe
llo
Male
Female
5

7. 8.00%
7.90%
8.20%
9.20%
8.50%
8.50%
7.90%
7.60%
7.30%
6.80%
6.20%
4.20%
2.80%
0-4
5--9
9--14
15-19
20-24
25-29
30-34
35-39
40-44
45-49
50-54
55-59
60-64
VIETNAM POPULATION STRUCTURE
BY AGE
DIGITAL IMMIGRANT (42%)
This older generation knew
internet when they were an
adult. They often feel the need
of always learn to adapt with
the new technologies
DIGITAL NATIVE (58%)
This younger generation
born and live in the internet
era. They tend to be trend-
leaders
NETIZEN
OVERVIEW POPULATION
6

8. NETIZEN
OVERVIEW CHANGES FROM 2005 TO 2014
82.4
12.9 15.8
90.9
39.8
128.6
0
20
40
60
80
100
120
140
POPULATION INTERNET
USERS
MOBILE
SUBSCRIPTION
Millions VIETNAM CHANGES FROM 2005 TO 2014
2005
2014
Number of Internet Users increase more than 3 times and number of
Mobile Subscription increase 8 times in 2014 when comparing with ones in
2005
7

9. NETIZEN
OVERVIEW INTERNET USERS
0.2
3.3
10.7
14.7
17.7
20.8
22.8
26.8
30.6
34.9 36.1
39.8
0.3%
4.0%
13.0%
17.6%
21.0%
24.5%
26.5%
30.8%
34.8%
39.3% 40.2%
43.8%
-
5
10
15
20
25
30
35
40
45
2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Millions
VIETNAM INTERNET USERS
The number of users Penetration rate of population-base
44% of Vietnam total population is Internet Users
8

10. OVERVIEW BY DEVICE
4%
5%
36%
44%
93%
0% 20% 40% 60% 80% 100%
Internet TV
Tablet
Smartphone
Computer
Mobile Phone
WHICH DEVICE PEOPLE USE?
Mobile Phone continues to become the No.1 Device
Base: Total Online and Offline Population, n = 1000 9

11. TIME SPENDING ON DEVICEOVERVIEW
69 MINUTES
ON TV
169 MINUTES
ON SMARTPHONE
160 MINUTES
ON LAPTOP
69 MINUTES
ON TABLET
113 MINUTES
ON TV
168 MINUTES
ON SMARTPHONE
108 MINUTES
ON LAPTOP
50 MINUTES
ON TABLET
VIETNAM
GLOBAL
10

12. ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014
70% total online advertising revenue in Vietnam belongs to Google and Facebook
OVERVIEW ADVERTISING REVENUE
42%
27%
11%
8%
5%
3% 4%
Facebook
Google
Admicro
FPT
24H
VNG
Other
Source: Moore Estimation 2014
11

13. ONLINE POPULATION
DEMOGRAPHIC
03
12

14. 95
70
35
18
15-24 25-34 35-49 50-64
VIETNAM INTERNET USERS BY AGE
% Internet Users Total Population by Age
Vietnam Internet Users is dominated by
young generation in 15-35 years old.
DEMOGRAPHIC BY AGE
Base: Urban internet user 15 – 64, n=5800 13

15. DEMOGRAPHIC BY GENDER
Base: Urban internet users 15-64, n=5800
43%
57%
VIETNAM INTERNET USERS BY GENDER
Male
Female
14

16. VIETNAM
INTERNET USERS BEHAVIOR
04
15

17. USER BEHAVIOR BEHAVIOR THROUGH DEVICE
Base: Internet users (via computer, tablet or smartphone), n = 538
31%
21% 21%
11%
3%
0%
5%
10%
15%
20%
25%
30%
35%
Only via computer/tablet Only via Smartphone Via smartphone and
computer/tablet equalty
Via smartphone more
often than
computer/tablet
Via computer/tablet
more often than
smartphone
HOW DO PEOPLE GO ONLINE WITH DIFFERENT
DEVICES?
16

18. MEDIA ACTIVITIESUSER BEHAVIOR
DEVICE ACCESS BY TIME OF DAY
0%
5%
10%
15%
20%
25%
30%
35%
40%
Before 9am 9am - Before
12pm
12pm - Before
2pm
2pm - Before
4pm
4pm - Before
6pm
6pm - Before
8pm
8pm - Before
10pm
10pm Onwards
Desktop Laptop/Notebook Mobile Phone Tablet
8PM-10PM is peak time using Laptop and Mobile Phone
Base: online consumers 16+, n=1026
17

19. ONLINE ACTIVITIESUSER BEHAVIOR
ONLINE ACTIVITIES BY TIME OF DAY
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Before 9am 9am - Before
12pm
12pm - Before
2pm
2pm - Before
4pm
4pm - Before
6pm
6pm - Before
8pm
8pm - Before
10pm
10pm Onwards
Social Media Online News Online Video (+ Internet TV) Online Shopping
Base: online consumers 16+, n=1026
18

20. ONLINE ACTIVITIESUSER BEHAVIOR
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never
Rarely
Sometimes
Frequently
ONLINE ACTIVITIES OF 15-24 YEARS OLD
Users in 15-24 years old spending more time on Social networking…..
Base: Urban Internet User, n=2970
19

21. ONLINE ACTIVITIESUSER BEHAVIOR
ONLINE ACTIVITIES OF 25-34 YEARS OLD
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never
Rarely
Sometimes
Frequently
While users in 25-34 years old spending more time on communication and reading newspaper.
Base: Urban Internet Users, n=2970
20

22. ONLINE ACTIVITIESUSER BEHAVIOR
ONLINE ACTIVITIES OF 35-45 YEARS OLD
Base: Urban Internet Users, n=2970
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Never
Rarely
Sometimes
Frequently
21

23. ONLINE VIDEO ACTIVITIESUSER BEHAVIOR
WEEKLY ACCESS OF ONLINE VIDEO 2014
91%
85% 83% 81%
67%
56%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Vietnam Philippines Thailand Indonesia Malaysia Singapore
Vietnam has the highest percentage of internet users access in online video
among Southeast Asia countries
Base: online consumers 16+, n=1026
22

24. ONLINE VIDEO ACTIVITIESUSER BEHAVIOR
33%
37%
47% 48%
43%
2%
5%
3%
1% 0%
0%
10%
20%
30%
40%
50%
60%
16-20 21-29 30-39 40-49 50+
2014
2011
ONLINE VIDEO VIA MOBILE PHONE 2011-2014
Online Video accessed via mobile grown rapidly from 2011 to 2014
Base: online consumers 16+, n=1026
23

25. ONLINE VIDEO ACTIVITIESUSER BEHAVIOR
TYPES OF VIDEO CLIP WATCHED BY USER-GENERATED CONTENT
41%
23%
18%
13% 13% 12% 12% 11% 10% 10%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
% urban Internet user 15-45
Music Video is the most favorite ones of User-generated content…
Base: Urban Internet Users, n=2970
24

26. ONLINE VIDEO ACTIVITIESUSER BEHAVIOR
TYPES OF SITES PEOPLE USED TO WATCH ONLINE VIDEO
87%
44%
15% 12%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
An online video
site/app
A social network A news or
magazine
site/app
A catch-up TV
player
Another type of
site/app
% of Internet user - Watched online video in the past week
An online video site or app is used by most people when watch video online
Base: Internet users | Watched online video in the past week, n=3051
25

27. VIETNAM MOBILE
05
“Mobile has driven an unprecedented behavioral and
cultural shift, providing utility, information and
connectivity at our fingertips”
26

28. MOBILE MOBILE USER
52% Vietnamese Mobile Users use Smartphone
87% 87%
80% 75% 71%
52% 49%
23% 18%
13% 13%
20% 25% 29%
48% 51%
77% 82%
0%
20%
40%
60%
80%
100%
120%
SMARTPHONE NON-SMARTPHONE
PERCENTAGE OF SMARTPHONE USER
Base: Mobile Users
27

29. 15.7
19.7
27.5
29.3
11.9%
15.9%
19.8%
21.4%
0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
-
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2012 2013 2014 2015
VIETNAM 3G SUBSCRIPTION
Số thuê bao 3G 3G trên tổng thuê bao di động
MOBILE 3G SUBSCRIPTION
Millions
3G Subscriptions % 3G Subscriptions over total subscriptions
28

30. 52%
48%
SMARTPHONE USERS BY GENDER
MALE
FEMALE
MOBILE MOBILE USER
Base: Smartphone Users, n=608
29

31. MOBILE MOBILE USER
Base: Smartphone Users, n=608
62% 63%
47%
27%
0%
10%
20%
30%
40%
50%
60%
70%
16-24 25-34 35-44 45-64
SMARTPHONE USERS BY AGE
30

32. MOBILE MOBILE USER
SMARTPHONE USERS BY SOCIO-ECONOMIC CLASSIFICATION (SEC)
72%
50%
40% 42%
0%
10%
20%
30%
40%
50%
60%
70%
80%
SEC A SEC B SEC C SEC D-F
Base: Smartphone Users, n=608
31

33. TOTAL MALE FEMALE 16-20
YEARS
21-29
YEARS
30-39
YEARS
40-49
YEARS
50+
YEARS
BASE 883 505 378 111 479 180 82 31
Android 64% 66% 63% 66% 63% 69% 62% 58%
IOS 19% 21% 17% 20% 24% 23% 24% 29%
Windows 8 9% 8% 9% 8% 3% 4% 3% 9%
Windows 7 3% 2% 3% 1% 8% 2% 8% 0%
Symbian 2% 1% 4% 3% 2% 0% 2% 0%
BlackBerry
OS
0% 0% 1% 1% 0% 0% 0% 2%
WinMob 0% 0% 0% 0% 1% 0% 1% 0%
Bada 0% 0% 0% 1% 0% 0% 0% 0%
MOBILE OPERATING SYSTEM
Base: Online Customer 16+ who use a smartphone (N=883)
32

34. MOBILE MOBILE USER
ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE
(at least weekly)
4%
6%
12%
24%
25%
34%
38%
39%
45%
46%
0% 10% 20% 30% 40% 50%
Electronic Banking
Shopping
Map Usage
Product Information…
Game
Online Video
Email Checking
Music
Search
Social Network
Base: Internet users (accessing via computer, tablet or smartphone), n=538
33

35. VIETNAM SOCIAL NETWORK
06
34

36. PLATFORMSSOCIAL MEDIA
94%
55%
36%
22%
20%
15%
57%
13% 13%
6% 5%
3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Facebook Zing Me Twitter LinkedIn Instagram Pinterest
Account ownership Active use (at least once at month)
TOP ACTIVE PLATFORMS
Facebook and Zing Me are still the most popular social platforms in Vietnam
35

37. FANPAGESOCIAL MEDIA
36
NO. FANPAGE FANS
1 Trần Khởi My 7,668,055
2 Võ Hoài Linh 7,150,404
3 M-TP 6,445,416
4 Hồ Quang Hiếu 6,135,613
5 MC Trấn Thành 6,104,230
6 Hội những người thích đọc tin tức 24h 6,013,765
7 Khởi My 5,717,879
8 Minh Hằng 5,523,384
9 Đông Nhi 5,495,425
10 Góc Thư Giãn 5,471,900
Social Baker last updated on 09/04/2015

38. FACEBOOKSOCIAL MEDIA
NUMBER OF FACEBOOK USERS FROM 2011 TO 2015
1.4
8.5
19.6
27.0
31.3
-
5.0
10.0
15.0
20.0
25.0
30.0
35.0
2-2011 10-2012 8-2013 12-2014 3-2015
Millions
Number of Facebook Users is increasing as 22 times over 5 years
37

39. FACEBOOK USERS BY AGE
1.40
8.80
5.00
1.74
0.30 0.14
1.40
7.60
3.80
0.86
0.22 0.05
-
1
2
3
4
5
6
7
8
9
10
13 - 15 15 - 24 25 - 34 35 - 49 50 - 64 65+
Millions
Male Female
FACEBOOKSOCIAL MEDIA
Facebook User is dominated by Male
38

40. FACEBOOK USERS BY LOCATION
3.20 3.40
0.34 0.26 0.36
9.82
2.80 3.00
0.32 0.24 0.30
7.27
-
2
4
6
8
10
12
Ho Chi Minh Ha Noi Da Nang Can Tho Hai Phong Khác
Millions
Male Female
FACEBOOKSOCIAL MEDIA
Others
39

41. VIETNAM E-COMMERCE
07
40

42. REVENUEE - COMMERCE
ESTIMATION VIETNAM B2C E-COMMERCE REVENUE 2014
VN Population
2014
% Internet
Users
Estimation
online buying
value of one
people 2014
% Internet
Users buying
online
Estimated B2C
E-commerce
Revenue 2014
90.73 million 39% 145 USD 58% 2.97 billion USD
41

43. DEMOGRAPHICE - COMMERCE
41%
59%
By Age
Male Female
41%
37%
7%
15%
Officer Student Business
Ower
Other
By Job
Women are the main online buyers
42

44. 13%
20%
21%
25%
29%
29%
30%
39%
60%
0% 10% 20% 30% 40% 50% 60% 70%
Made contact/ requested contact (with brands,
retailers) online
Watched relevant videos online
Got ideas/ inspiration online
Looked for /redeemed relevant offtens/ coupons/
promotions online
Checked where to buy/ product availability online
Got store locations/ directions online
Discovered relevant brands online
Looked for opinions/ reviews/ advice online
Compared products/prives/ features online
Base: Internet users | Answering based on a recent purchase, n=3018
USER ACTIVITIESE - COMMERCE
INTERNET HELPS PEOPLE TO MAKE PURCHASING DECISIONS BY
43

45. 2%
6%
7%
8%
11%
11%
14%
17%
26%
27%
40%
Auction or classifieds sites
Email
Other online information source
Brand pages on social networks site
Price comparison website
Online magazines/ news sites
Advice sites/ review sites/ forums/ blogs
Online videos sites
Social networks
On retailer website
On brand website
USER ACTIVITIESE - COMMERCE
THE ONLINE SOURCES PEOPLE USE TO MAKE PURCHASING
DECISIONS
Base: Internet users | Answering based on a recent purchase, n=3428
44

46. HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED
USER ACTIVITIESE - COMMERCE
33%
31%
13% 13%
9%
Previous experiences Discussions with
other people
Pre-purchase
research
Through advertising None of these
Base: Internet users | Answering based on a recent purchase (in select categories) researched online
45

47. 47%
26%
9% 8%
5%
2% 2%
HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM
ADVERTISING?
USER ACTIVITIESE - COMMERCE
Base: Internet users | Answering based on a recent purchase | Became aware of product through advertising, n=533
46

48. WHAT DID PEOPLE DO ONLINE AFTER COMPLETING THEIR
PURCHASE?
USER ACTIVITIESE - COMMERCE
Base: Internet users | Answering based on a recent purchase | n = 3428
47
28%
18%
14%
52%
0%
10%
20%
30%
40%
50%
60%
Shared purchase
experiences on social
network(s)
Posted reviews / ratings
about the purchase
Looked for the help on set-
up / product usage
None of these

49. APPENDIX
08
48

50. VIETNAM ADVERTISING LANDSCAPEAPPENDIX
49

51. REFFERENCE SOURCESAPPENDIX
• Vietnam Internet Network Information Center, 2000 – 2012
• Meet the new media consumer in Vietnam 2014, Nielsen Vietnam, 2014
• Vietnam grocery report 2014, Nielsen Vietnam, 2014
• Vietnam netcitizens report, Cimigo Vietnam, 2012
• Digital landscape 2013, 3D, 2013
• Marketing in a multiscreen world – Vietnam report, MillwardBrown, 2014
• The mobile internet consumer Vietnam 2013, VSERV.mobi, 2013
• Consumer Barometer, Google, 2014
• Ministry of Information & Communications, 2013-2014
• Technology and cunsumer behavior Vietnam 2014, Nielsen Vietnam, 2014
• Digital, Social & Mobile, WeAreSocial, 2013 - 2015
• General Statistics Office of Vietnam, 2011 - 2014
• Internet World Stats, 2014
• Emarketer, 2013
• Others
50

52. CONTACT
NGUYEN XUAN DONG
Vice Managing Director
098 999 5145
dongnx@moore.vn
Moore Online Solution and Development Corporation
Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi
HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh
Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |
51

53. MOORE CORPORATION