Zalo is defeated by Facebook Messenger

1. STUDY ABOUT CHAT APP USAGE IN
VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
June, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about the usage of Vietnamese user
toward chat apps (OTT)
 Methodology: Online survey
 Fieldwork time: 3 days (5/06/2016 to 07/06/2016)
 Sample size: N = 1300
 Geography: Nationwide

3. 2
KEY FINDINGS
• Zalo, Facebook messenger and Viber are the most well-known chat apps
• Facebook messenger is used the most frequent (42%)
• Sending text messages, photos and phone call are top 3 activities used most frequently
• 80% satisfied with their current chat apps and messenger is the most satisfying feature
• By improving connection ability in low-speed internet condition, brands can make their
customers more satisfied
• 94% users use chat apps on smartphone
• Only 37% care about ad content and 65% of them click on ads 1-3 times/day
• 8 pm ~ 11 pm is the most suitable time frame for advertising activities through chat apps

4. 3
VIETNAM VS. THAILAND
KEY FINDING VIETNAM THAILAND
Most well-known chat
apps
Zalo, Facebook Messenger and
Viber
Line, Facebook Messenger
Market leader Facebook Messenger (42%) Line (67% share)
Most satisfied feature Text message Phone call
Satisfaction 94% satisfied with current chat
app
96% satisfied with current chat
app
Need to improve Connection ability in low-speed
internet condition
Connection ability in low-speed
internet condition
Ads attraction 37% users care about the ads on
their chatting apps
36% users care about the ads
on their chatting apps
Click on ads frequency 1-2 times/day (40%) 1-2 times/day (32%)
Suitable time frame for
advertising
8 pm ~ 11 pm 8 pm ~ 11 pm

5. 4
28%
1%
2%
4%
18%
48%
Others
Cần Thơ
Hải Phòng
Đà Nẵng
Hà Nội
Hồ Chí Minh
N = 1300
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
12%
15%
27%
43%
3%
Over 35
30- 35
26-30
18-25
Under 18
28%
72%
Male
Female
5%
3%
4%
5%
7%
7%
28%
40%
Others
Job seeker/Retired
Factory Worker
Housewife
Engineer/Doctor/Teacher
Self-employed
Student
Office staff

6. 5
7% 7% 4% 6%
18%
93% 93% 96% 94%
82%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 30 - 35 Over 35
Yes
No
93% VIETNAMESE USE SMARTPHONE
Do you use smartphone?
N = 1300 N = 595 N = 351 N = 197 N = 157

7. 6
3%
14%
20%
28%
29%
29%
31%
54%
55%
70%
72%
83%
89%
Others
Snapchat
Whatsapp
BeeTalk
Kakao talk
Tango
We Chat
Yahoo
Line
Skype
Viber
Facebook messenger
Zalo
Total
4%
19%
21%
32%
36%
26%
33%
53%
60%
72%
69%
85%
88%
Under 18 - 25
3%
8%
20%
26%
25%
32%
34%
58%
55%
74%
76%
86%
91%
26 - 30
4%
13%
23%
26%
25%
32%
31%
53%
50%
70%
76%
82%
92%
30 - 35
2%
8%
10%
14%
11%
28%
15%
49%
34%
48%
71%
72%
85%
Over 35
ZALO, FACEBOOK MESSENGER AND VIBER ARE TOP 3 CHAT APPS
KNOWN THE MOST ACROSS ALL AGE GROUPS
Do you know any chat apps listed below? (by age)
N = 1200 N = 552 N = 337 N = 185 N = 126

8. 7
3%
14%
20%
28%
29%
29%
31%
54%
55%
70%
72%
83%
89%
Others
Snapchat
Whatsapp
BeeTalk
Kakao talk
Tango
We Chat
Yahoo
Line
Skype
Viber
Facebook messenger
Zalo
Total
4%
15%
23%
28%
31%
35%
32%
56%
55%
75%
79%
82%
91%
Hồ Chí Minh
3%
15%
18%
28%
28%
15%
29%
42%
53%
61%
62%
84%
84%
Hà Nội
3%
12%
15%
28%
25%
27%
30%
57%
55%
67%
68%
85%
90%
Others
AGAIN, ZALO, FACEBOOK MESSENGER AND VIBER ARE TOP 3 CHAT
APPS KNOWN THE MOST THROUGHOUT THE COUNTRY
Do you know any OTT apps listed below? (by city)
N = 1200 N = 590 N = 210 N = 400

9. 8
12% 11%
16% 14%
6%
17%
34%
18% 24%
9%
27%
30%
25% 21%
26%
33%
15%
33%
30%
35%
12% 10% 7%
12%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 30 - 35 Over 35
1
2
3
4
More than 4
Older groups use less chat apps than younger groups
88% USE MORE THAN 1 OTT APPS ON THEIR SMARTPHONE
How many chat apps are you using on your smartphone?
N = 1200 N = 552 N = 337 N = 185 N = 126

10. 9
2%
2%
2%
3%
4%
5%
9%
11%
18%
37%
40%
73%
80%
Others
Snapchat
BeeTalk
Kakao talk
Whatsapp
We Chat
Tango
Yahoo
Line
Skype
Viber
Facebook messenger
Zalo
Total
1%
2%
3%
3%
4%
4%
7%
9%
21%
37%
33%
78%
80%
Under 18 - 25
3%
1%
1%
3%
4%
7%
10%
11%
18%
40%
43%
72%
83%
26 - 30
1%
3%
3%
4%
5%
8%
11%
16%
15%
41%
51%
75%
81%
30 - 35
1%
2%
1%
1%
3%
2%
13%
13%
11%
23%
51%
55%
71%
Over 35
ZALO* APP IS INSTALLED THE MOST WITH 80% AND FOLLOWING BY
FACEBOOK MESSENGER WITH 73% ACROSS ALL AGE GROUPS
Which chat apps are you installed on your smartphone? (by age)
N = 1200 N = 552 N = 337 N = 185 N = 126
*: Zalo is develop by Vinagame Corp. which is a Vietnamese company

11. 10
0%
0%
1%
1%
1%
1%
2%
2%
5%
8%
37%
42%
BeeTalk
Snapchat
Kakao talk
We Chat
Yahoo
Whatsapp
Tango
Line
Skype
Viber
Zalo
Facebook messenger
Total
1%
1%
1%
0%
1%
1%
1%
2%
4%
5%
35%
48%
Under 18 - 25
0%
0%
0%
1%
1%
1%
1%
3%
7%
5%
43%
39%
26 - 30
0%
0%
0%
1%
2%
1%
2%
1%
8%
14%
34%
38%
30 - 35
0%
0%
1%
2%
0%
2%
4%
1%
3%
17%
39%
31%
Over 35
Zalo is preferred by 26-30 and over 35 group
FACEBOOK MESSENGER IS USED THE MOST FREQUENT
Which chat app do you use most frequently? (by age)
N = 1200 N = 552 N = 337 N = 185 N = 126

12. 11
89%
83%
72%
70%
55% 54%
31% 29% 29% 28%
20%
14%
37%
42%
8%
5%
2% 1% 1% 2% 1% 0% 1% 0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Awareness
Usage
ZALO GAINS HIGHEST BRAND AWARENESS
WHILE FACEBOOK MESSENGER IS USED THE MOST
Which chat apps do you know?
Which chat apps do you use the most ?
N = 1200

13. 12
Zalo
Facebook
messenger
Viber
Skype
ZALO GAINS HIGHEST BRAND AWARENESS WHILE
FACEBOOK MESSENGER GAINS HIGHEST MARKET SHARE
Low
Low
High
High
Which chat apps do you know?
What chat app do you use the most frequent?
Usage
Awareness
N = 1200

14. 13
2%
11%
13%
14%
16%
20%
21%
22%
23%
40%
56%
58%
80%
Others
Online shopping
Find friends/ Make friends
Watch video
Chat room
Update sharings of friends, relatives
Read news
Feeling sharing
Voice messages
Video call
Phone call
Send photos
Text messages
Total
3%
10%
14%
12%
18%
19%
19%
21%
25%
40%
53%
57%
82%
Under 18 - 25
0%
10%
13%
15%
15%
20%
22%
22%
24%
42%
59%
57%
26 - 30
5%
14%
13%
13%
15%
25%
21%
22%
17%
39%
59%
62%
80%
30 - 35
2%
11%
11%
18%
6%
17%
27%
21%
16%
34%
51%
56%
73%
Over 35
SENDING TEXT MESSAGES, PHOTOS AND PHONE CALL ARE
TOP 3 ACTIVITIES USED MOST FREQUENTLY
Which are 3 top activities do you use most frequent?
N = 1200 N = 552 N = 337 N = 185 N = 126

15. 14
13%
10%
11%
12%
15%
15%
16%
16%
17%
17%
17%
18%
23%
26%
33%
37%
39%
52%
53%
64%
Others
Many interesting games
Chat room
Can connect to other social…
Find friends/ Make friends
Make friend selectively
Read news
Feeling sharing
Secured personal information
No junk ad
Convenience in group meeting
Update sharings from friends, relatives
Voice massage
Stable connection
Diversity in emoticons
User-friendly interface, easy to use
Video call
Send photos
Call
Message
Total
15%
12%
14%
14%
14%
12%
15%
16%
16%
19%
22%
19%
24%
28%
39%
45%
49%
57%
58%
66%
Facebook messenger
13%
10%
9%
11%
19%
22%
19%
20%
19%
15%
13%
22%
25%
27%
33%
35%
30%
53%
50%
66%
Zalo
Facebook messenger = Message + Call / Zalo = Message + Send photos
MESSENGER IS FEATURE THAT USERS FEEL SATISFIED THE MOST
Which feature do you feel satisfied the most about your chat app?
N = 1200 N = 509 N = 448

16. 15
13%
10%
11%
12%
15%
15%
16%
16%
17%
17%
17%
18%
23%
26%
33%
37%
39%
52%
53%
64%
Others
Many interesting games
Chat room
Can connect to other social networking sites
Find friends/ Make friends
Make friend selectively
Read news
Feeling sharing
Secured personal information
No junk ad
Convenience in group meeting
Update sharings from friends, relatives
Voice massage
Stable connection
Diversity in emoticons
User-friendly interface, easy to use
Video call
Send photos
Call
Message
Total
15%
11%
11%
13%
11%
11%
16%
9%
18%
15%
16%
11%
16%
20%
23%
28%
32%
46%
48%
61%
Viber
8%
3%
13%
6%
5%
8%
3%
3%
16%
21%
17%
2%
19%
22%
22%
37%
51%
44%
62%
67%
Skype
SKYPE IS HIGHLY APPRECIATED FOR ITS VIDEO FEATURE
Which feature do you feed satisfied the most about your chat apps ?
N = 1200 N = 94 N = 63

17. 16
19%
14%
19% 17%
21%
61%
57%
60% 63%
62%
19%
29%
20% 20% 16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Skype Viber Zalo Facebook
messenger
Totally satisfied
Satisfied
Normal
Unsatisfied
Totally unsatisfied
OVERALL, 80% ARE SATISFIED WITH THEIR CURRENT CHAT APPS
How do you feel with your current chat app?
Skype gains highest top box consumers’ satisfaction level with 29%
N = 1200
N = 1200 N = 63 N = 94 N = 448 N = 509

18. 17
37% 35%
29%
40% 37%
13%
11%
16%
13%
14%
42%
44% 44%
40% 43%
7% 10% 10% 6% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Viber Skype Zalo Facebook
messenger
I will use this chat app only
I will prefer using this chat app in
priority
I will continue using this chat app,
but I'll try others in the future.
I will use this chat app with others
simultaneously
I will try other chat apps
ABOUT 7% ARE LOYAL WITH THEIR CURRENT CHAT APP BRAND
What is your usage intention toward your current chat app (app used the most) ?
Viber owns highest ratio of loyal users (10%)
N = 1200 N = 94 N = 63 N = 448 N = 509

19. 18
SkypeViber
ZaloFacebook
messenger
SKYPE GAINS HIGHEST SATISFACTION WHILE
VIBER GAINS HIGHEST LOYALTY
Low
Low
High
High
How do you feel with your current chat app?
What is your usage intention toward your current chat app (app used the most) ?
Loyalty
Satisfaction
N = 1200

20. 19
2%
4%
10%
12%
12%
12%
18%
24%
34%
Others
Unfriendly user interface
Few emoticons
Unsecured personal information
Do not support animated picture
Can not transmit your origin voice
when calling
Many spams
Many ads
Unstable connection
Total
2%
2%
10%
12%
11%
11%
21%
26%
34%
Facebook messenger
2%
5%
8%
12%
12%
13%
15%
25%
34%
Zalo
Facebook messenger / Zalo = Unstable connection + Many ads
BY IMPROVING CONNECTION ABILITY IN LOW-SPEED INTERNET
CONDITION, BRANDS CAN MAKE THEIR USERS MORE SATISFIED
Is there anything make you feel unhappy about your current chat app?
N = 1200 N = 509 N = 448

21. 20
2%
4%
10%
12%
12%
12%
18%
24%
34%
Others
Unfriendly user interface
Few emoticons
Unsecured personal information
Do not support animated picture
Can not transmit your origin voice
when calling
Many spams
Many ads
Unstable connection
Total
3%
3%
15%
5%
11%
11%
15%
20%
41%
Viber
0%
11%
19%
11%
14%
13%
17%
19%
32%
Skype
Viber = Unstable connection + Many ads
Skype = Unstable connection + Many ads + Few emoticons
Is there anything make you feel unhappy about this chat app?
BY IMPROVING CONNECTION ABILITY IN LOW-SPEED INTERNET
CONDITION, BRANDS CAN MAKE THEIR CUSTOMERS MORE SATISFIED
N = 1200 N = 94 N = 63

22. 21
22% 21% 22%
16%
21%
49% 47% 47% 59%
60%
28% 30% 29%
24%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Zalo Facebook
messenger
Skype Viber
I will recommend definitely
I will recommend
I may recommend
I will not recommend
I will not recommend definitely
Will you recommend this chat app to others?
77% WILL INTRODUCE THEIR CURRENT CHAT APP TO OTHERS
Zalo owns highest top box recommendation level with 30%
N = 1200
N = 1200 N = 448 N = 509 N = 63 N = 94

23. 22
16%
40%
94%
Tablets
PC/ Laptop
Smartphone
Total
14%
49%
93%
Under 18 - 25
20%
36%
96%
26 - 30
18%
35%
96%
30 - 35
13%
20%
92%
Over 35
By which devices do you usually use OTT app?
94% USERS USE CHAT APPS ON SMARTPHONE
N = 1200
N = 1200 N = 552 N = 337 N = 185 N = 126

24. 23
11% 13% 11% 9%
2%
6%
7% 7%
5%
12%
13% 13%
10%
11%
22%
22%
21%
20%
22%
33%
31% 35%
28% 40%
17% 14% 13%
29%
24%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 30 - 35 Over 35
Under 30 mins
30 mins - 1 hour
1-2 hours
2-3 hours
3-4 hours
More than 4 hours
How much time do you spend on chat apps per day?
55% SPEND 30 MINS – 2 HOURS ON CHAT APPS PER DAY
N = 1200 N = 552 N = 337 N = 185 N = 126

25. 24
3% 5% 2% 2% 4%
55%
42%
53%
44% 40%
16%
19%
16%
19% 25%
8%
11%
6%
12%
9%
14%
17% 18%
15%
17%
5% 7% 5% 9%
4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 30 - 35 Over 35
6am- 10am
10am-1pm
1pm- 4pm
4pm- 8pm
8pm- 11pm
11pm- 6am
Which time frame do you often use chat apps?
55% OFTEN USE CHAT APPS AT 8 PM – 11 PM
N = 1200 N = 552 N = 337 N = 185 N = 126

26. 25
63%
69%
58% 58% 60%
37%
31%
42% 42% 40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 30 - 35 Over 35
Yes
No
Do you care about ad content on these chat apps?
ONLY 37% CARE ABOUT AD CONTENT ON CHAT APPS
26 – 35 group care about ad more
N = 1200
N = 1200 N = 552 N = 337 N = 185 N = 126

27. 26
3% 2% 4% 5%
0%
1%3% 5%
8%
0%
8%
15%
3%
8%
25%
22%
28%
29%
22%
40% 37%
42%
35%
58%
19% 19% 21%
15% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 30 - 35 Over 35
1 or less
1-2 times
2-3 times
3-4 times
4-5 times
5-6 times
More than 6
Do you care about ad content on these chat apps?
How many ads do you click per day?
65% USERS WHO CARE ABOUT AD CLICK ON ADS
ABOUT 1-3 TIMES PER DAY
N = 439 N = 169 N = 142 N = 78 N = 50

28. 27
3% 3% 2% 2%
7% 6% 4%
9%
16%
16% 17%
13%
13%
18%
30%
34%
31% 24%
18%
45% 42%
50% 51%
45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 - 25 26 - 30 30 - 35 Over 35
Phone call
Internet 3G package
Message
Web sufing (without 3G
package)
Others
SINCE CHAT APPS HAVE BECOME MORE POPULAR,
SMARTPHONE USERS SEND MORE FOR 3G TO USE THESE APPS
N = 1200 N = 552 N = 337 N = 185 N = 126
Since you have used chat apps, which activities below do you
spend money on the most ?

29. 28
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 (COO - Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

30. 29
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (CMO – Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

31. 30