This document provides an overview of social media, digital, and mobile trends in Vietnam as of October 2012. Some key findings include: - Vietnam has a population of over 91 million people, with over 30 million internet users and 8.5 million on social networks like Facebook. - Facebook surpassed Zing as the most popular social network in Vietnam in October 2012, and Vietnam is Facebook's fastest growing country. - Mobile penetration exceeds 130% in Vietnam, with over 127 million mobile subscribers, though smartphone adoption remains at 16%.

1. SOCIAL, DIGITAL
AND MOBILE IN
VIETNAM
OCTOBER 2012
we are social

2. FOR FURTHER INFORMATION AND OTHER
REPORTS IN THE #SDMW SERIES, PLEASE
CONTACT SIMON KEMP AT WE ARE SOCIAL:
SAYHELLO@WEARESOCIAL.SG
@WEARESOCIALSG
+65 9146 5356
WEARESOCIAL.SG
3

3. OCT
2012
VIETNAM
91,519,000
TOTAL POPULATION
31%
69%
URBAN
RURAL
30,858,742
INTERNET USERS
8,525,000
USERS ON TOP SOCIAL NETWORK
34%
INTERNET PENETRATION
9%
SOCIAL NETWORKING PENETRATION
127,318,045
MOBILE SUBSCRIBERS
139%
MOBILE PENETRATION
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (OCT 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)
3

4. CURRENT POPULATION OF VIETNAM:
91,519,000
SOURCE: THE US CENSUS BUREAU (OCT 2012)
4

5. VIETNAM’S POPULATION
WILL GROW BY ALMOST
1,000,000
PEOPLE IN 2012 ALONE
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU
5

6. 54%
OF VIETNAM’S POPULATION
IS UNDER THE AGE OF 30
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012)
6

7. 25%
OF VIETNAM’S POPULATION
IS BELOW THE AGE OF 15
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU
7

8. 69%
OF VIETNAM’S POPULATION
LIVES IN RURAL AREAS
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011)
8

9. INTERNET USERS IN VIETNAM:
30,858,742
SOURCE: INTERNETWORLDSTATS (SEP 2012)
9

10. INTERNET PENETRATION
IN VIETNAM IS AROUND
34%
SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012)
10

11. (!
THAT’S HIGHER THAN THE
GLOBAL AVERAGE OF 33%
)!
SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012)
11

12. NEW INTERNET USERS
IN VIETNAM THIS YEAR:
1,590,000
SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS
12

13. GROWTH IN INTERNET
USERS IN VIETNAM IN 2012:
5%
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS
13

14. VIETNAM’S INTERNET
POPULATION IS THE
18TH LARGEST
IN THE WORLD
SOURCE: INTERNETWORLDSTATS (SEP 2012)
14

15. 95%
OF VIETNAMESE PEOPLE AGED
15-24 HAVE ACCESS TO THE INTERNET
SOURCE: CIMIGO NETIZENS REPORT 2012
15

16. 73%
OF VIETNAM’S INTERNET
USERS ARE UNDER 35
SOURCE: COMSCORE (APR 2012)
16

17. 66%
OF VIETNAMESE NETIZENS
USE THE WEB EVERY DAY
SOURCE: CIMIGO NETIZENS REPORT 2012
17

18. VIETNAMESE NETIZENS
SPEND AN AVERAGE OF
29 HOURS
ON THE INTERNET EACH MONTH
SOURCE: COMSCORE (APR 2012)
18

19. DEVICES THAT VIETNAMESE
NETIZENS USE TO GO ONLINE:
81%
56%
47%
DESKTOPS
MOBILES
LAPTOPS
SOURCE: CIMIGO NETIZENS REPORT 2012
19

20. 75%
OF VIETNAMESE HOUSEHOLDS
HAVE A DESKTOP COMPUTER
SOURCE: NIELSENWIRE (NOV 2011)
20

21. WHERE ARE VIETNAM’S
NETIZENS GOING ONLINE?
VS
88%
36%
FROM HOME
FROM WEBCAFÉS
SOURCE: YAHOO!-KANTAR MEDIA NET INDEX VIETNAM 2011
21

22. 95%
OF VIETNAM’S INTERNET USERS
VISIT ONLINE NEWS SITES
SOURCE: CIIMIGO NETIZENS REPORT 2012
22

23. 90%
OF VIETNAMESE NETIZENS
WATCH ONLINE VIDEO
SOURCE: COMSCORE VIDEO METRIX (AUG 2012)
23

24. (!
THE ASIAN AVERAGE
IS JUST 69%
)!
SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012
24

25. UNIQUE VIEWERS OF ONLINE
VIDEO IN VIETNAM IN JUNE 2012:
13,050,000
SOURCE: COMSCORE VIDEO METRIX (AUG 2012)
25

26. THE AVERAGE NETIZEN
IN VIETNAM WATCHED
137 VIDEOS
IN JUNE 2012
SOURCE: COMSCORE VIDEO METRIX (AUG 2012)
26

27. NUMBER OF ONLINE VIDEOS WATCHED BY
NETIZENS IN VIETNAM IN JUNE 2012:
1,792,848,000
SOURCE: COMSCORE VIDEO METRIX (AUG 2012)
27

28. (!
THAT’S MORE THAN 691
VIDEOS EVERY SECOND
)!
SOURCE: BASED ON DATA FROM COMSCORE VIDEO METRIX (AUG 2012)
28

29. 79%
OF VIETNAM’S INTERNET USERS
VISIT ONLINE RETAIL SITES
SOURCE: COMSCORE MEDIA METRIX (APR 2012)
29

30. 61%
OF VIETNAM’S NETIZENS
MAKE ONLINE PURCHASES
SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012)
30

31. 89%
OF VIETNAM’S NETIZENS INTEND TO MAKE
ONLINE PURCHASES IN THE NEXT 6 MONTHS
SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012)
31

32. 55%
OF VIETNAMESE NETIZENS BELIEVE THE INTERNET
HAS HELPED IMPROVE THEIR SELF-CONFIDENCE
SOURCE: ADMA YEARBOOK 2012
32

33. 86%
OF VIETNAMESE INTERNET USERS
VISIT SOCIAL NETWORKING SITES
SOURCE: COMSCORE MEDIA METRIX, APR 2012
33

34. SOCIAL NETWORK USERS IN VIETNAM:
8,525,000
SOURCES: FACEBOOK (OCT 2012)
34

35. NEW SOCIAL MEDIA USERS
IN VIETNAM THIS YEAR:
1,723,000
SOURCES: BASED ON FIGURES FROM FACEBOOK (OCT 2012) AND ZING.ME (NOV 2011)
35

36. 19%
OF VIETNAMESE NETIZENS USE
SOCIAL NETWORKS EVERY DAY
SOURCE: CIMIGO NETIZENS REPORT 2012
36

37. 79%
OF VIETNAM’S SOCIAL MEDIA USERS
HAVE LIKED OR FOLLOWED A BRAND
SOURCE: NIELSENWIRE (AUG 2011)
37

38. 81%
OF VIETNAMESE NETIZENS USE SOCIAL
MEDIA TO INFORM PURCHASE DECISIONS
SOURCE: NIELSEN (MAR 2012)
38

39. (!
THAT’S SIGNIFICANTLY
HIGHER THAN THE ASIAN
REGIONAL AVERAGE OF 60%
)!
SOURCE: NIELSEN (MAR 2012), AS CITED IN THE ADMA YEARBOOK 2012
39

40. IN OCTOBER 2012, FACEBOOK
OVERTOOK ZING TO BECOME
VIETNAM’S TOP SOCIAL NETWORK
SOURCE: BASED ON THE LATEST SITE-REPORTED FIGURES FOR BOTH NETWORKS, AS OF OCT 2012
40

41. USERS ON TOP SOCIAL
NETWORKS IN VIETNAM
VS
8.5 M
8.2 M
FACEBOOK
ZING
SOURCE: LATEST SITE-REPORTED FIGURES FROM EACH NETWORK, AS AT OCT 2012
41

42. THE NUMBER OF FACEBOOK USERS IN
VIETNAM HAS GROWN BY MORE THAN
500,000
IN THE PAST 2 WEEKS ALONE
SOURCE: SOCIALBAKERS (OCT 2012)
42

43. JUN
2012
SOCIAL NETWORK VISITORS
8.2 M
6.8 M
1.9 M
FACEBOOK
ZING
YUME
SOURCE: DOUBLECLICK ADPLANNER (JUN 2012, AS CITED IN VIETNAMNET BRIDGE)
43

44. 28%
OF VIETNAMESE NETIZENS
HAVE A FACEBOOK ACCOUNT
SOURCE: BASED ON DATA FROM FACEBOOK (OCT 2012) AND INTERNETWORLDSTATS (SEP 2012)
44

45. GLOBALLY,
VIETNAM IS FACEBOOK’S
FASTEST GROWING COUNTRY, GROWING
146%
IN THE PAST
6 MONTHS ALONE
SOURCE: SOCIALBAKERS (OCT 2012)
45

46. A NEW USER FROM VIETNAM
JOINS FACEBOOK EVERY
3 SECONDS
SOURCE: BASED ON DATA FROM SOCIALBAKERS (OCT 2012)
46

47. 94%
OF VIETNAM’S FACEBOOK
USERS ARE UNDER 35
SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012)
47

48. OCT
2012
35--44:
3%
FACEBOOK IN VIETNAM
45-54:
1%
55-64:
<1%
65+:
<1%
25-34:
23%
13-17:
17%
FEMALE:
44%
MALE:
56%
18-24:
54%
SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012)
48

49. OCT
2012
TOP FACEBOOK PAGES IN VIETNAM
#
FACEBOOK PAGE
‘LIKES’
01 EWAY.VN
928,991
02 CHONMUA
741,178
03 APPSTORE.VN
228,756
04 MUACHUNG
225,949
05 KFC VIETNAM
222,281
SOURCE: SOCIALBAKERS (OCT 2012)
49

50. 27%
OF VIETNAMESE NETIZENS
HAVE A ZING ACCOUNT
SOURCE: BASED ON THE LATEST AVAILABLE FIGURES FROM ZING.ME (AS AT OCT 2012), AND INTERNETWORLDSTATS (OCT 2012)
50

51. ZING’S REACH ACROSS
VIETNAM’S NETIZENS:
59%
SOURCE: COMSCORE MEDIA METRIX (APR 2012)
51

52. 77%
OF ZING’S USERS
ARE UNDER 25
SOURCE: ZING (MAR 2012)
52

53. MAR
2012
ZING’S USER BASE BY AGE
36+:
11%
25-35:
12%
13-17:
38%
18-24
39%
SOURCE: ZING (MAR 2012)
53

54. 8,000,000
CHAT MESSAGES ARE
SENT ON ZING EVERY DAY
SOURCE: ZING (MAR 2012)
54

55. 24%
OF VIETNAM’S NETIZENS
HAVE A YOUTUBE ACCOUNT
SOURCE: NIELSEN, AS CITED IN THE ADMA YEARBOOK 2012
55

56. 9%
OF VIETNAMESE NETIZENS HAVE
USED TWITTER IN THE PAST MONTH
SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012)
56

57. UNIQUE VISITORS TO PINTEREST
FROM VIETNAM IN Q1 2012:
45,000
SOURCE: COMSCORE MEDIA METRIX (APR 2012)
57

58. 35%
OF VIETNAM’S MOBILE INTERNET USERS
ACCESS SOCIAL MEDIA ON THEIR PHONE
SOURCE: CIMIGO NETIZENS REPORT 2012
58

59. MOBILE PHONE SUBSCRIPTIONS IN VIETNAM:
127,318,045
SOURCES: BASED ON ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)
59

60. (!
THE NUMBER OF MOBILE
SUBSCRIPTIONS IN VIETNAM HAS
DECLINED BY 2% THIS YEAR
)!
SOURCE: BASED ON ITU SUBSCRIBER FIGURES (NOV 2011 AND SEP 2012)
60

61. ON AVERAGE, EVERYONE
IN VIETNAM HAS AROUND
1.4
MOBILE SUBSCRIPTIONS
SOURCE: BASED ON ITU SUBSCRIBER FIGURES (SEP 2012) AND DATA FROM THE US CENSUS BUREAU (OCT 2012)
61

62. 2,100,000,000
ADVERTS ARE SERVED TO MOBILE
DEVICES IN VIETNAM EVERY MONTH
SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012
62

63. (!
THAT’S MORE THAN 805
ADVERTS EVERY SECOND
)!
SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012
63

64. Q1
2012
SHARE OF MOBILE AD IMPRESSIONS
59%
22%
5%
NOKIA
SAMSUNG
3%
LG
APPLE
SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012
64

65. 93%
OF MOBILE ADVERTS IN VIETNAM
ARE DELIVERED TO FEATURE PHONES
SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q4 2011
65

66. TOP HANDSET BY SHARE
OF AD IMPRESSIONS:
NOKIA 3110
SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012
66

67. 62%
OF VIETNAM’S INTERNET USERS
ACCESS VIA MOBILE DEVICES
SOURCE: BASED ON DATA FROM BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012), AND INTERNETWORLDSTATS (OCT 2012)
67

68. MOBILE INTERNET USERS IN VIETNAM:
19,000,000
SOURCE: BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012)
68

69. 38%
OF MOBILE USERS IN VIETNAM
GO ONLINE VIA THEIR PHONES
SOURCE: CIMIGO NETIZENS REPORT 2012
69

70. SMARTPHONE
PENETRATION IN VIETNAM:
16%
SOURCE: ERICSSON CONSUMERLAB (AUG 2012)
70

71. 35%
OF VIETNAM’S MOBILE
USERS USE MOBILE APPS
SOURCE: ERICSSON CONSUMERLAB (AUG 2012)
71

72. 32%
OF VIETNAM’S NETIZENS WOULD MAKE
ONLINE PURCHASES VIA THEIR PHONE
SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012)
72

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74. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.
WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON.
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU
TOO, CALL SIMON KEMP ON +65 9146 5356, OR
EMAIL US AT SAYHELLO@WEARESOCIAL.SG.
FIND OUT MORE AT WEARESOCIAL.SG.

75. WE ARE SOCIAL SINGAPORE
@WEARESOCIALSG
+65 9146 5356
SAYHELLO@WEARESOCIAL.SG
WEARESOCIAL.SG