Download as PDF, PPTX
Uploaded byChuong Nguyen
Vietnam in the digital era 2020
The document discusses the rise of digital technology in Vietnam and its impacts. Key points include: - Vietnam has seen rapid growth in internet and social media penetration, with 66% of the population now having internet access. Digital media has become the second largest touchpoint after TV. - E-commerce is growing significantly and estimated to reach $33 billion by 2025. Mobile apps have disrupted transportation, food delivery, payments, and lending. - While digital brings convenience, issues around privacy, cybersecurity and fake news have risen. The government is working to regulate data protection and promote e-government services and transparency. - Market research is evolving digitally, with a trend away from paper/phone surveys towards online panels
More Related Content
Similar to Vietnam in the digital era 2020
Vietnam in the digital era 2020
- 1. VIETNAM IN THE DIGITALERA Evolution, impacts and social considerations Xavier Depouilly, General Manager December 5th 2019
- 2. INDOCHINA RESEARCH Indochina Researchis the only independent agency conducting research in all 4 regional markets, including Vietnam, Laos, Cambodia and Myanmar. We have started our service in Vietnam since 1994. Our Services Media Habits Communication effectiveness Mystery shopping Event Evaluation Usages & Attitudes Brand Health Tracking Product and Concept Testing Market Entry In-home Visit Social Research Indochina Research Ltd. complies with ICC/ESOMAR Code on Market and Social Research and ESOMAR World Research Guidelines www.indochina-research.com
- 3. C O NT E N T S The Digital Era Some impacts on The Vietnamese Society Digital Evolution of Market Research Vietnam at a glance
- 4. VIETNAM AT AGLANCE 96 MIL TOTAL POPULATION 15th rank Worldwide URBANISATION 35% to 55% by 2030 $2,518 GDP PER CAPITA Nationwide $ 6,000 in HCM city 64% IN 15 - 55 AGE GROUP Hanoi Da Nang Ho Chi Minh Can Tho Urban: 4,367,100 - 59% Rural: 3,053,000 - 41% Urban: 932,400 - 88% Rural: 131,700 - 12% Urban: 6,825,300 - 81% Rural: 1,619,300 - 19% Urban: 853,600 - 67% Rural: 419,200 - 33% Key markets Source: GSO (2017); McKinsey (2019); Publicis (2019) 18,201,600 = 19% of the population
- 5. HAPPY, OPTIMIST ANDHEALTHY POPULATION SUPPORTING THE COUNTRY DEVELOPMENT 65% Are Happy or very Happy 96% Declare having a good quality of life 89% consider themselves HEALTHY 70% Are satisfied with their job 61% Are satisfied with their remuneration 54% Consider 2020 will be a better year for them France = 47% Source: Indochina Research - End of Year Survey – n =500 - WIN and Gallup International
- 6.
- 7. DIGITAL PENETRATION INTHE REGION Source: We are Social (2019) / IRL analytics 86% 84% 82% 77% 71% 71% 67% 67% 58% 58% 66% 64% 51% 46% 45% 33% 33% 31% 26% 26% 26% 26% Brunei Singapore Malaysia Thailand Philippines Vietnam Indonesia Cambodia Timor-Leste Laos Myanmar Vietnam ranks 5th in the region, both in terms of Internet penetration and Social Media penetration INTERNET PENETRATION SOCIAL MEDIA PENETRATION
- 8. + 30 millionusers (+15% per year) in 5 years | about 90% penetration among 15-55 yo Source: WEARESOCIAL 2014-2019 Digital is growing fast – 66% have access to internet DIGITAL PENETRATION | VIETNAM 36 40 47 50 62 64 39% 44% 50% 53% 65% 66% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 10 20 30 40 50 60 70 2014 2015 2016 2017 2018 2019 Connected population % of total population
- 9. Source: Kantar Media| Media Habit Survey 2019 | Top 4 Cities | 18 to 59 yo 98% 100% 98% 99% 97% 97% 39% 62% 68% 86% 89% 91% 53% 57% 63% 65% 67% 71% 27% 43% 17% 49% 45% 41% 8% 31% 10% 36% 21% 20% 39% 33% 48% 31% 16% 13% Y2014 Y2015 Y2016 Y2017 Y2018 Y 2019 TV Internet OOH Press Cinema Radio 128 Mins 226 Mins 47 Mins 38 Mins DIGITAL HAS 2ND REACH BUT HIGHEST TIME EXPOSURE TV & Digital are now the biggest touchpoints in Vietnam
- 10. 371700 341600 334100 281200 68300 5580036400 33200 28600 28100 100% 99% 99% 97% 96% 88% 88% 84% 80% 78% 75% 70% 70% 68% 68% Visited / used a social network Visited / used a search engine Watched a video clip or visited a video-sharing site Visited a news website / app / service Used a chat or instant messaging service / app Searched for a product or service you want to buy Used a map or directions service / app Visited an online retail site or store such as Amazon Uploaded / shared a photo Purchased a product online Used a webmail service to access, read or send emails Uploaded / shared a video Used an internet banking service Visited a travel / vacation website Checked the weather online Source: GWI Vietnam Q1 2019 | PP16-64 Total VN & WEARESOCIAL Question 1: In the past month, which of the following things have you done on the internet via any device? Question 2: In the past month, Which of these do you use to access the internet? ONLINE ACTIVITIES Social, Search, Watch, News, Communicate, Buy… DIGITAL ACTIVITIES | VIETNAM 90% 94% 91% 85% 60% 92% 92% 75% 74% 49% Have Account Monthly Active SOCIAL NETWORK APPS VISITED WEBSITES / MONTHLY TRAFFIC (thousands) Question 1: On which of the following services do you have an account? Question 2: Which of the following sites / applications have you visited or used in the past month via your PC / Laptop, Mobile or Tablet?
- 11. DIGITAL BRINGS MARKETDISRUPTION AND DRIVE DIGITAL CONSUMPTION WITH KEY GAME CHANGERS Transportation apps 2000 - 2010 (10 years) 2011 - 2017 (6 years) 2018 - 2019 (1 years) Food delivery apps E-wallets/ payment apps Money loan apps
- 12. E-COMMERCE, THE NEWCONVENIENCE ! Source: Iprice Insights (2019), McKinsey Report (2019) E-commerce : Estimated between 2.5 to 9 Billion USD - About 3% of overall retail but rapidly increasing and considered to grow to 33 billion by 2025. 34,569.9 30,929.8 29,307.2 27,114.5 24,364.7 10,696.3 8,252.1 6,565.2 6,414.5 5,689.4 E-COMMERCE WEBSITES MONTLY VISIT RATE E-COMMERCE SPENDS BY CATEGORY – Revenue in USD $ 558.0 Million $ 610.0 Milion $ 348.0 Milion $ 399.0 Milion $ 354.0 Milion $ 3.491 Bilion $ 75.00 Million $ 21.00 Milion
- 13. Although time spendis high, digital advertising represent only 22% of total media spending growing to 370M (+26%) in next 5 years. Source: eMarket (2019), TNS Infosys+, Total Industry (TV, Print & Radio) All spends are in Gross $1.24 $1.31 $1.36 $1.41 $1.45 $0.28 $0.31 $0.33 $0.35 $0.37 2019 2020 2021 2022 2023 Total Media Ad Spending Digital Ad Spending 5.50% 5% 4% 3.50% 3% % change of media ad spending Media and Digital Ad spending 2019 - 2023 (in billions)
- 14. .......................................................................... ........................................................................................ ................................ .............................................. SOCIAL IMPACTS ON THE VIETNAMESE SOCIETY "Aday without social media would feel like a century"
- 15. DIGITAL IS HEREFOR GOOD !! Source: Indochina Research (2019) "A day without social media would feel like a century" "Social Media is the fastest and most convenient way to get new information and connect with people" "There are many things to do on social media, from talking with friends, relaxing, to doing business, looking for a job and catching up with the latest news in the world" "Technology and especially social media has helped business to manage people better" SOURCE OF INFORMATION LIFE NECESSITY OMNI PLATE-FORM CORPORATE TOOL
- 16. CYBER SECURITY ANDDIGITAL TRUST concerned about sharing their personal data information digitally46% do not like the current privacy practices of most data collectors asking for their personal information42% Cyber security issues impacts 40% of the population and should be considered seriously. The majority of global players are considered to deal with private data quite well. The GoV is also looking to regulate the sector more an getting its due tax-return from global players.. 60% 27% 15% 10% 8% 1% None of these Spammed by companies Personal details have been leaked Phishing i.e. Email hacked Bank account or credit card hacked/ used fraudulently 92% 89% 83% 79% 74% 69% 59% 48% Trust ratio on data privacy practices Source: Indochina Research End of Year Survey, 2019 Have you experienced any of the following in the last 2 to 3 years?
- 17. A“post-truth” era …todifferentiate your brand value 63% of Hanoians and Saigoneers have been in contact with fake news in the past 3 months (Feb-May/2019) 65% of them faced it at least once a week Among various contacting channels, people are exposed to fakes news mostly through ONLINE CHANNEL, including Social Media (45%) and News Website (44%). 45% 44% 30% 15% 7% Fake news contact rate by platform Source: Indochina Research HotSpots Survey, 2019
- 18. E-Government to easebusiness process, Social media to improve transparency and promote integrity. Between 2014 and 2017, Vietnam rose 10 places to rank 88th out of 193 countries and territories on the United Nations’ E-Government Development Index (EGDI) “Corruption in police/traffic police decreases in this year because many corruption cases are recorded and published on social media (Youtube, Facebook)” (Vietnam Corruption Barometer, Towards Transparency 2019) Overall satisfaction on E-Government measures • E-government services help boost the efficiency of public services by reducing processing time and costs, and increasing accountability and transparency. • Social media are also considered as a way for the population to contribute to more integrity in the society.
- 19.
- 20. Market research digitalizationtrend F2F - DIGITAL DATA COLLECTION PAPER, MAIL, TELEPHONE ONLINE PANELS REAL TME / PREDICTIVE / ONE2ONE 35% 50% 10% <5%(2019) 10% 20% 50% 20%(2029) Predictions by the author Requirements : - Digital solutions - Financial Investments - Qualified HR
- 21. Key take away www.indochina-research.com Digitalis here for good and largely adopted by a young, dynamic and optimistic population Digital services and social networks are bringing more convenience, media reach and shopping opportunities. Trust is a growing issue, so brands needs to differentiate by building meaningful relationships, content for their target audience and customers. The sector is largely unregulated, but the Government starts to take action to secure content and get his due tax revenue generated by large global companies in Vietnam. All sectors are impacted at different level with opportunities to differentiate. Need to balance the cost – benefit ratio as requiring investment and more qualified Human resources.
- 22. THANK YOU ! XavierDepouilly, General Manager Mobile: 096 717 3663 xavier@indochinaresearch.com www.indochina-research.com