Nghiên Cứu Người Dùng Internet Việt Nam 2011 - Vietnam Internet User Research 2011 - From Kantar/Yahoo Vietnam

1. Net Index 2011 Highlights
Vietnam
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2. What I will cover today…
1. Net Index Vietnam 2011
• Press Release
• Deep Dives
– selective socialization
– e-commerce/deal aggregation
2. Helping you to help us!
• Moms
• Youth

3. Yahoo!-Kantar Media Net Index 2011
At Yahoo! and Kantar Media, we believe that fact-
based insights should drive decision-making!
• In 2009, Yahoo!-Kantar Media Net Index was launched to get a baseline
understanding of the Vietnamese internet user
• Building on this foundation, the study was repeated in 2010 to track shifts in
user behaviour and evolving preferences
• In 2011, the study continues to evolve, to reflect the changing digital
landscape…whilst maintaining key longitudinal measures

4. Research Design
• Methodology Personal face-to-face interviews (linked to TNS Media
Habits survey)
• Area Coverage All Urban – Ha Noi, Ho Chi Minh City, Da Nang & Can Tho
(previously urban and rural)
• Respondents Males and Females aged 15-54 who have used the
internet in the past month
• Sample Size 1,500
• Sampling Approach Multi-stage Probability Sampling
• Fieldwork Period January to February 2011

5. The Changing Landscape
Past 12 months

6. Internet reach (daily) has now surpassed both radio
and newspaper…
2010 2011 % Reach
94 98
Yesterday
36 40
10 5
22 23
33 42
0 0
TV
NEWSPAPER 100 98.8
Last week
MAGAZINE 76 65.3
46 23.3
RADIO
33 35.9
INTERNET
47 52.3
CINEMA 3.8
4
100 99
Last Month
77 70
56 39
36 40
52 56
11 15
Base: Urban Vietnamese aged 15--54
Source: Kantar Media MHS 2009 Wave 2 , April 2011 dataset (Fieldwork Week 33 2011 – Week 4 2011)

7. Access grows across cities …
Past Month Reach (%)
Base: Urban Vietnamese aged 15--54
Source: Kantar Media MHS 2009 Wave 2 , April 2011 dataset (Fieldwork Week 33 2011 – Week 4 2011)

8. Dominant activities in Vietnam are information
gathering, entertainment and connecting with others
Activities undertaken in past 3 months 2010 2011
Read News Online 97 97
Visited internet portal front pages 96 96
Used a search engine 95 96
Read entertainment/celebrity news 79 80
Used instant messengers 77 73
Read sports information 60 66
Downloaded or uploaded music files online 64 61
Used email 63 60
Played games online 50 57
Visited a social networking site 41 55
Visited forums (community groups) 51 40
Base: Past Month Urban internet users aged 15-54
Source: Yahoo!-Kantar Media Net Index Vietnam 2010 / 2011

9. Internet adoption continues for teens and young
adults…
Past Month Reach (%)
Total Age Gender
Base: Urban Vietnamese aged 15-54
Source: Kantar Media MHS 2009 Wave 2 , April 2011 dataset (Fieldwork Week 33 2011 – Week 4 2011)

10. …fuelled by their appetite for entertainment content
Content Preferences on Internet Portals (T3B%)
Total (%) Aged 15-19 Aged 20-24
(Index) (Index)
Entertainment news 61 111 95
Local music 57 126 117
Social updates from your network 52 97 98
National/Local news 51 72 91
Interesting videos or photos 45 125 105
International music 45 138 117
World news 44 75 94
Lifestyle 42 96 102
Movies,TV or Drama reviews and guides 42 123 103
Sports 39 85 89
Games 38 152 115
Travel 30 104 91
Traffic updates 27 63 91
Business news 26 38 76
Blogs 24 150 124
Base: Past Month Urban internet users aged 15-54
Source: Yahoo!-Kantar Media Net Index Vietnam 2011

11. Shift from shared to private access … with mobile on the
verge of overtaking iCafes…
Place of access (%)
Question : Access the Internet on a regular basis and have done in the past three months – from each location?
Base: Past Month Urban internet users aged 15-54
Source: Yahoo!—Kantar MediaNet Index Vietnam 2010 / 2011

12. Mobile growth greatest in Da Nang and Can Tho…
where users are leapfrogging to mobile
Access from mobile (%)
61
2010 2011
46
34
30
26 25
21
19
12 14
Total HA NOI DA NANG HCM CITY CAN THO
Question : Access the Internet on a regular basis and have done in the past three months – from a mobile?
Base: Past Month Urban internet users aged 15-54
Source: Yahoo!—Kantar MediaNet Index Vietnam 2010 / 2011

13. The catalysts for growth; low cost devices, affordable
data plans and aggressive promotion
Availability of Low Cost Affordable Data Plans Industry-wide
Sophisticated Devices marketing

14. Vietnamese Netizens impression of the
changing digital ecosystem?
1. Evolution of Social Networking
2. Online Transactions (deal aggregation/
e-commerce)

15. Social Networking –
How is Vietnam changing?

16. Steady growth in Social Networking… Email and
Messenger remain dominant communication platforms
Past 3 month online activities (%)
Social Networking Email Messenger
Base: Past Month Urban internet users aged 15-54 who have used the internet in the past month
Source: Yahoo!-Kantar Media Net Index Vietnam 2011

17. Mobile acting as a catalyst, allowing on-the-go
connectivity and instantaneous updates
Mode for updating Social networking profile (%)
Mobile
Phone
Browser
Through PC 15%
Mobile
98% Phone SMS
2%
Question : How do you usually view /update your Social Networking sites?
Base: Past Month Urban internet users aged 15-54 who accessed a social network in the past 3 months
Source: Yahoo!—Kantar Media Net Index Vietnam 2011

18. Social Networking heavily favored by youth
Used social network in past 3 months (%)
73
71
58
55
38
30
18
Total 15-19 20-24 25-29 30-34 35-39 40-54
Base: Past Month Urban internet users aged 15-54 who accessed a social network in the past 3 months
Source: Yahoo!—Kantar Media Net Index Vietnam 2011

19. Social networks start with ‘close contacts/relations’…
but will then move to less familiar circles
Connections on Social Networking sites (%)
Question : Who are the people you interact with regularly on these Social Networking sites?
Base: Past Month Urban internet users aged 15-54 who accessed a social network in the past 3 months
Source: Yahoo!—Kantar Media Net Index Vietnam 2011

20. De-growth of Social networking is becoming well
documented in more mature markets like USA
Facebook Sees Big Traffic Drops in US
Facebook sees a Decline in Young
and Canada as It Nears 700 Million
Users
Users Worldwide
softpedia, June 12th, 2011
Inside Facebook, June 12th, 2011
ALONE TOGETHER
Social Networks In Decline Why We Expect More From
Technology and Less From Each Other
Smart Insights, April 12th, 2011
By Sherry Turkle

21. Social networks are primarily an expression of oneself,
Vietnamese are not yet becoming selectively social
Opinions on Social Networking sites (%)
Question : Using a scale of 1 to 10, where ‘1’ means you ‘Strongly Disagree’ and ‘10’ means you ‘Strongly Agree’,
please tell me to what extent do you agree with each of the following statements:
Base: Past Month Urban internet users aged 15-54 who accessed a social network in the past 3 months
Source: Yahoo!—Kantar Media Net Index Vietnam 2011

22. Evolution of Social Networking - Summary
• Social networking is suited to one-to-many … mail and messenger
remain dominant for personal one-to-one conversations
• The continued growth of social networks in Vietnam, may lead to
an increased awareness for the need to build “walls” within
existing networks .. this need does not seem to exist currently!

23. Online Transactions –
A Mixed Bag

24. The backdrop to e-commerce in Vietnam
Presence of High reliance on IT and Banking
Traditional trade
counterfeits and inter-personal infrastructure
legacy
knock-offs relationships “evolving”
Lack of
‘accreditation and
guarantees'…by
Buyers need to Buyers feel the Low levels of
default modern
ensure quality by comfort, dealing confidence/trust in
trade actually
physical inspection with known vendors transacting online
encourages
destination
shopping
There is an inherent
reluctance to “trade”
through the Internet

25. Despite this backdrop, people are still using the
Internet to research, compare and “purchase” …
Likelihood of purchasing online in next 12 months (%)
Online Transactions
Question: Have you purchased products online in the past 12 months… payment could be online or offline
Base: Urban Indonesians aged 15-50 years old from SES ABCDE households
Source: Yahoo!-TNS Net Index Indonesia 2011 Base 1712

26. Though payments are largely made offline, given
current trust and comfort levels with e-payment
Payment methods used (%)
Cash (face to face) 93
Transfer via ATM/Bank 18
Debit card 14
Credit card 11
Deposited cash at bank branch 5
Online accounts such as Paypal 2
Internet Banking 2
No Cash (Goods Exchange) 1
Question :In terms of paying for online purchases, which of the following payment modes/types have you used to pay for online purchases?
Base: Past Month Urban internet users aged 15-54 who have purchased online in the last 12 months
Source: Yahoo!—Kantar Media Net Index Vietnam 2011

27. Group buying sites like Groupon have created
significant buzz recently…
Hailed by Forbes as the "fastest-
Over the past three years, an entirely
growing company in history",
new industry known as group-buying
Groupon turned over US$760 million
has suddenly emerged, and is growing
last year, and expects that to hit the
at a phenomenal rate.
billions this year.
nzherald.com
Forbes

28. Group Buying: Description
These sites negotiate discounts on popular goods,
services and cultural events, which is offered to
thousands of subscribers in a free daily email. The
deals are activated only when a minimum number of
people agree to buy.

29. Current levels of comprehension are high, however
interest is limited…will require considerable education
EASE OF COMPREHENSION LEVEL OF INTEREST
Extremely
Quite interested
interested 3
10
Somewhat Not at all
interested interested
21 46
Slightly
interested
20
Question : After hearing the explanation of this concept, to what extent do you understand it?
After having a look at the explanation of this concept, how interested are you in this overall concept?
Base: Past Month Urban internet users aged 15-54
Source: Yahoo!—Kantar Media Net Index Vietnam 2011

30. Deal Aggregation - Summary
• Pure-play ecommerce offerings are still in nascent stage, given
the constraints around infrastructure
• Online buyers and sellers currently find each other online, but
typically “transact offline”… which will be a key challenge for
deal aggregation sites
• For deal aggregation sites to be successful, a mind-shift needs
to occur… there is a need to educate on the concept of deal
aggregation, against a backdrop of reluctance to “pay” online

31. Key Takeaways
1. Daily Internet reach surpasses radio and newspapers … reading
news (both hard and soft) remains the top activity
2. Internet access via mobile is growing quickly, which is facilitating
accessibility in Tier 2 cities!
3. Deal aggregation holds significant potential, but comfort in e-
payment platforms will dictate the rate of growth!