Báo cáo tổng quan về Spotify in Vietnam 2020, cung cấp các thông tin như: số lượng users, hành vi và thói quen của người dùng Spotify tại Việt Nam. Để được tư vấn thêm thông tin chi tiết, bạn có thể liên hệ tại website www.thinkdigital.com.vn hoặc www.digitaltrend.asia/medialab
Music is one of the most popular entertainment for Vietnamese, especially among the youth. The options to listen to music becomes more versatile thanks to the better network connections.
This survey was made in order to understand Vietnamese music listening behaviors.
This survey was conducted among 1500 respondents who are 18 – 44 years old nationwide.
Vietnam's consumer market is on the rapid increase. This time, we focus on youth in HCM and Hanoi as they are the center of consumer market. How does Vietnamese youth in urban area live, spend and value their lives?
The increase of convenience stores (CVS) has changed the eating style of Vietnamese, in a way that they start to eat at eat-in space of the shops.
This survey is conducted in order to find out the usage of eat-in space at CVS in HCM. The survey report is consist of the two methods as follows
Music is one of the most popular entertainment for Vietnamese, especially among the youth. The options to listen to music becomes more versatile thanks to the better network connections.
This survey was made in order to understand Vietnamese music listening behaviors.
This survey was conducted among 1500 respondents who are 18 – 44 years old nationwide.
Vietnam's consumer market is on the rapid increase. This time, we focus on youth in HCM and Hanoi as they are the center of consumer market. How does Vietnamese youth in urban area live, spend and value their lives?
The increase of convenience stores (CVS) has changed the eating style of Vietnamese, in a way that they start to eat at eat-in space of the shops.
This survey is conducted in order to find out the usage of eat-in space at CVS in HCM. The survey report is consist of the two methods as follows
How important is TV in Vietnam? Vietnam is one of the biggest TV market in ASEAN, while the youth spend hours of their time on internet. How important is TV for them and is it still worthwhile for you to spend a million for TVCF?
- 61% of Vietnamese listen to Music everyday
- Vietnamese music is dominantly popular
- Computers and smartphones are the top devices to listen to music
- Mp3.zing.vn is more for youth, Nhaccuatui is popular more for the elderly
- 29% listen to music on motorbike against the law
- Web site is the most common information source
- 56% do not pay for music for last 12 month
Marketing Arena is a nationwide competition specialize in the marketing field hosted by Creatio Club, attracted more than 700 participating teams.
This season, I work with a team of 3 members to build an integrated marketing communications plan for the penetration strategy in the rural area of TikTok Vietnam.
Looking forward to receiving your feedback.
Mobile payment changes the ways to spend in many Asian countries and the same trend came to widespread in Vietnam.
This report illustrates the motivation, usage and popular apps among Vietnam mobile payment users
This survey was conducted among 383 mobile payment users in HCM and Hanoi from the age of 18 - 44 years old.
Facebook Messenger and Zalo are the two most commonly used messaging application in Vietnam. How are they used differently, then? Take a look at our full report to compare the best two apps in Vietnam
Social media is what Vietnamese use for the versatile objective including communication with friends, trend watching, online entertainment etc. This survey was intended to clarify the social media popularities, user profile and the service characteristic differences.
This survey was conducted among 18-44 years old male and female of 680 respondents in December 2020.
Vietnamese are considered to be very health conscious. Their concerns currently lead to the increased demand of exercises. Let us take a look at the voice of the customers about their health consciousness and interests in work out
The demand of exercise and fitness are getting higher while the economy grows in Vietnam. This survey was made with an intention to understand Vietnamese health consciousness and fitness motivation.
The survey was conducted to about 868 male & female among 18-39 years old in HCM & Hanoi in Dec 2017
Vietnam is in the top of the country in the world having the fastest growing population of ultra rich individuals. This leads to a blooming consumption. The modern trade therefore thrives.
The competition among retail chains is very tough. All the retail brands take measures to engage their customers, retain and drive repeat purchases. A loyalty program is one of a most useful tool to manage the customer database and increase the engagement with the brand.
The research was conducted to have a better understand of the loyalty program usage. It surveyed 260 shoppers at modern retail chains, from 15 to 60 years old nationwide.
Vietnam overcame the severe lockdown and social distance policy to go into the living of “with corona”. The restrictions in terms of transportation or business operation gradually came back to normal.
This survey was made with an intention to understand Vietnamese behaviors and opinions toward Tet, the first annual ceremony after the severe social distancing.
This survey was conducted among male and female of 18 - 49 years old of 650 respondents in November 2021.
Vietnamese came to have more time at home during the lockdown period. Their time to go outside for shopping, entertainment, chatting has been replaced by the home activities.
This survey was made in order to understand how their leisure time is used during Covid and particularly pay attention to the usage change of social media.
The survey was held in September 2021.
Vietnamese spend more on fashion, as their income increases. Let us take a look what brand Vietnamese recognize, as well as where they spend, how they get the information about fashion
Vietnam is known to be a country where a word-of-mouth is very strong. They take the information from a various source and make them spread via their inner circles.
This survey was made in order to understand the media to use as well as what they trust. We also analyze the characteristics of online news media in Vietnam.
This survey was conducted among 793 people from 18 - 49 years old in Vietnam in October 2021.
How important is TV in Vietnam? Vietnam is one of the biggest TV market in ASEAN, while the youth spend hours of their time on internet. How important is TV for them and is it still worthwhile for you to spend a million for TVCF?
- 61% of Vietnamese listen to Music everyday
- Vietnamese music is dominantly popular
- Computers and smartphones are the top devices to listen to music
- Mp3.zing.vn is more for youth, Nhaccuatui is popular more for the elderly
- 29% listen to music on motorbike against the law
- Web site is the most common information source
- 56% do not pay for music for last 12 month
Marketing Arena is a nationwide competition specialize in the marketing field hosted by Creatio Club, attracted more than 700 participating teams.
This season, I work with a team of 3 members to build an integrated marketing communications plan for the penetration strategy in the rural area of TikTok Vietnam.
Looking forward to receiving your feedback.
Mobile payment changes the ways to spend in many Asian countries and the same trend came to widespread in Vietnam.
This report illustrates the motivation, usage and popular apps among Vietnam mobile payment users
This survey was conducted among 383 mobile payment users in HCM and Hanoi from the age of 18 - 44 years old.
Facebook Messenger and Zalo are the two most commonly used messaging application in Vietnam. How are they used differently, then? Take a look at our full report to compare the best two apps in Vietnam
Social media is what Vietnamese use for the versatile objective including communication with friends, trend watching, online entertainment etc. This survey was intended to clarify the social media popularities, user profile and the service characteristic differences.
This survey was conducted among 18-44 years old male and female of 680 respondents in December 2020.
Vietnamese are considered to be very health conscious. Their concerns currently lead to the increased demand of exercises. Let us take a look at the voice of the customers about their health consciousness and interests in work out
The demand of exercise and fitness are getting higher while the economy grows in Vietnam. This survey was made with an intention to understand Vietnamese health consciousness and fitness motivation.
The survey was conducted to about 868 male & female among 18-39 years old in HCM & Hanoi in Dec 2017
Vietnam is in the top of the country in the world having the fastest growing population of ultra rich individuals. This leads to a blooming consumption. The modern trade therefore thrives.
The competition among retail chains is very tough. All the retail brands take measures to engage their customers, retain and drive repeat purchases. A loyalty program is one of a most useful tool to manage the customer database and increase the engagement with the brand.
The research was conducted to have a better understand of the loyalty program usage. It surveyed 260 shoppers at modern retail chains, from 15 to 60 years old nationwide.
Vietnam overcame the severe lockdown and social distance policy to go into the living of “with corona”. The restrictions in terms of transportation or business operation gradually came back to normal.
This survey was made with an intention to understand Vietnamese behaviors and opinions toward Tet, the first annual ceremony after the severe social distancing.
This survey was conducted among male and female of 18 - 49 years old of 650 respondents in November 2021.
Vietnamese came to have more time at home during the lockdown period. Their time to go outside for shopping, entertainment, chatting has been replaced by the home activities.
This survey was made in order to understand how their leisure time is used during Covid and particularly pay attention to the usage change of social media.
The survey was held in September 2021.
Vietnamese spend more on fashion, as their income increases. Let us take a look what brand Vietnamese recognize, as well as where they spend, how they get the information about fashion
Vietnam is known to be a country where a word-of-mouth is very strong. They take the information from a various source and make them spread via their inner circles.
This survey was made in order to understand the media to use as well as what they trust. We also analyze the characteristics of online news media in Vietnam.
This survey was conducted among 793 people from 18 - 49 years old in Vietnam in October 2021.
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3. Spotify is a big part of your audience’s life everyday.
Morning Afternoon Evening
Afternoon Hours
Self-Preparation
Work/Study
Commuting
Lunch Time Evening
Late Night
Workday
Travel Party
Weekend
4. And that can tell us more about them.
feeling lazy
feeling down
feeling romantic
feeling focused traveling
yoga
outdoor activities
playing video
games
cooking
running
working
focusing
chilling
with the kids
Source: Streaming State of Mind
MOODS MINDSETS TASTES
5. Source: 5
Interests & Behaviours
Time of Day
Platform
Age & Gender
Language
Location
Genre
Spotify Copyright 2018
Moments
100 billion data points on streaming audience
6. MORE LIKELY TO BE ON SPOTIFY
94%
Mobile-first
More people take us
more places than ever.
And you have more
ways to reach them.
61% 28% 8%
Tablet
DesktopMobile
Always on, throughout the day
Our audience streams from morning to night, and the average cross-platform user
spends. 137 minutes with us daily.
131
min/day
Let’stakealookatanaudiencewhoyoumightwanttotargetinVietnam.
2.28MMonthly Active Users*
Effective with Millennials
Millennials who are influencers of tech,
entertainment and music are 94% more likely
to be on Spotify.
Source: Spotify internal data, Jan 19; Kantar TNS Study; *AppAnnie Mar 19’
Vietnam
17%
49%
23%
7%
4%
Under 18 18-24 25-34 35-44 45+
23%
33%
32%
12%
6am-12pm
12pm-6pm
6pm-12am
12am-6am
52%
48%
Men Women
7. Moment / Playlist
Targeting
7
Reach users currently listening to music
aligned with popular daily activities, life
moments, moods, and seasonal events.
AVAILABLE PLAYLIST CATEGORIES INCLUDE:
Chill
Commute
Dinner
Focus/Study
Girls Night Out
Holidays
Kids
Party
Road Trip
Romance
Sleep
Summer
Travel
Workout
Yoga
8. Genre Targeting
8
Deliver your message immediately after a user
has listened to a specific genre.
AVAILABLE GENRE CATEGORIES INCLUDE:
Alternative
Blues
Children's
Christian
Classical
Country/Folk
Dance/House
Easy Listening
Electronica
Funk
Hip Hop / Rap
Holiday
Indie Rock
Jazz
Latin
Metal
New Age
Pop
Punk
Reggae
R&B
Rock
Soundtrack
Spoken Audio
Traditional
…plus dozens
of sub-genres such
as OPM
9. Audience Segments
ENTERTAINMENT
Socialites/Partiers
LIFESTYLE
Travelers • Foodies
HEALTH & FITNESS
Health and Wellness/Healthy Living •
Fitness Enthusiasts
TECH & TELCO
Tech Early Adopters • Gamers • Apple
/Android Users • Smartphone / Tablet
FAMILY STATUS
Moms • Dads • Parents with Children in
Household • Engaged / Getting Married
Reach demographic-based and interest-based audience segments, crafted by analyzing their streaming
habits and music tastes.
AUTOMOTIVE
In-car users via Bluetooth, USB, Apple
Carplay, Android & in-dash systems
10. Spotify is built especially for
modern day advertising…
10
100% logged-in audience,
connected all day
One user identity across
mobile, tablet, desktop,
and connected devices
Built for viewability
Premium content
environment
Data from user’s daily
habits, tastes, moods
12. Source: LeanLab, Spotify Global through March 2018 vs. unexposed control group 12
Launch new brands
with impact on Spotify
Spotify enables brands with low
awareness to connect with
consumers and drive impact.
Consideration
Message
association
Brand
awareness
+65%
+77%
+49%
484%Lift in ad recall
13. +4%
+14%
+1%
Source: LeanLab, Spotify Global through March 2018 vs. unexposed control group 13
Spotify drives lift for
established brands
Established brands boost recall,
awareness and message
association on Spotify.
158%Lift in ad recall
Consideration
Message
association
Brand
awareness
15. 15
Premium ad experiences that make
the most of your audience’s context.
Audio Video Display
Audio everywhere
- Standard Audio
- 3D Audio
OverlayHomepage TakeoverVideo Takeover
LeaderboardSponsored Session
17. Streaming audio ads are more innovative
than radio:
• Companion banner to go with audio message
• Deeper consumer insight allows for higher creativity
• Have a 1:1 connection to your audience via
audio targeting rather than one-to-many of radio
Streaming audio ads amplify display ads:
Why audio? Streaming audio ads
are more effective
Source: Nielsen Media Lab Study 2017
24%higher ad
recall*
2xas likely to lift purchase
intent and information
intent*
28%more likely to be seen
as informative than
display ads*
18. 79% of audio consumption takes
place where visual media cannot reach
Audio is fast becoming a medium that fills gaps in the consumer
journey that are just not possible to connect with time spent on screens.
- IAB DIGITAL AUDIO BUYER’S GUIDE, 2018
19. 1 2
Scaled audience
with Incremental
Reach to TV, and
Social Platforms in a
Simplified, clutter-
free platform
Premium Video Ad
Suite. Only serves to
user when they’re
active and app is in
the foreground, 100%
Above the fold & highly
viewable
Brand Safe, user
initiated ad formats
w/ Sound On defines
the Premium category
and deliver brand
outcomes
Spotify’s Premium Video Solutions
19
Spotify copyright 2019
3
22. 22
Not all Video views are created equal
Ad Start
Audio
Skippable
User Initiated
Logged in
Users
Views
Audio On
Yes, TrueView
No
Not Skipped
Auto Play
Testing Audio
On
Yes
Yes
3 sec
or 10 sec
Auto Play
Audio Off
Yes
Yes
3 sec
User Initiated
Audio On
No
Yes
On Complete
24. 24
Leaderboard
IAB standard display served when the
app is in view
• Reinforce your brand message
with highly viewable display
• Extend campaign reach in a
brand safe environment
25. 25
Overlay
Welcome users back to Spotify with your brand
message
• Reach your audience with display
ads designed for viewability
• Drive traffic to your website with a
customizable call-to-action
26. 26
Homepage Takeover
Exclusive sponsorship of the Homepage
for a day
• Increase awareness with premium
brand placement
• Deliver a multimedia experience with
100% SOV
• Invite engagement in an
interactive environment
34. Proprietary & ConfidentialSpotify 34Proprietary & ConfidentialSpotify
Drive further engagement to your playlist contents
34
Social
Share your owned
content by generating a
URL within the Spotify
app and posting to
social.
OwnedChannels
Website, EDM, in-
store & point of sale,
etc.
PaidMedia
Drive listeners to
your owned content
via Spotify paid, or
other channels.
ScannableCodes
Outdoor, print and
point of sale. Digital
content accessible from
traditional media. (Min
investment required).
Spotify
Subject to our social
teams approval, branded
content may be
promoted via owned
channels.
36. Proprietary & ConfidentialSpotify
A Spotify Code is a QR-like “scannable” tag that can be used to
quickly share or access a piece of content within Spotify.
All songs, albums, playlists, branded profiles all have their own
unique code.
And this is how they work - no need to download an app or open
anything else. Simply open Spotify, hit search, and tap the camera
icon.
What are Spotify Codes?
38. Proprietary & ConfidentialSpotify
Spotify Codes can give a brand a way to connect
owned content on Spotify, like their branded
playlist, with marketing material in the physical
world.
Where can you use Codes?
Codes can be used on any touchpoint: OOH,
print, event or on-pack signage. They also
look amazing on t-shirts, coasters, menus
and social platforms like Instagram or
Snapchat.
39. 39
What Keeps Users
Engaged To Spotify?
Wide Range
Of Content
Trusted
Platform
Well-established
Brand
Social Sharing
Functionality