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Vietnam Internet User’s Behavior
Q1/2016
MARCH, 2016
Content
Overview
Behavior in Search Network
Behavior	in	Social	Network
Behavior	in	Mobile	Network
Behavior	in	E-commerce
Behavior	in	Regional
1.	OVERVIEW
4	
INTERNET	USERS	
0.3%	
4.0%	
13.0%	
17.6%	
21.0%	
24.5%	
26.5%	
30.8%	
34.8%	
39.3%	 40.2%	
43.8%	
47.8%	
0%	
10%	
20%	
30%	
40%	
50%	
60%	
2000	 2004	 2005	 2006	 2007	 2008	 2009	 2010	 2011	 2012	 2013	 2014	 2015	
With	significant	growth	over	years,	in	2015	Internet	Users	account	for	48%	Vietnam	Total	PopulaSon	
PERCENTAGE	OF	INTERNET	USER	OVER	POPULATION	
Source:	Accumulated	by	Moore,	2015	
Base:	Total	Popula<on
Besides	the	sharp	increasing	of	Internet	User,	Mobile	3G	remarked	with	meaning	growth	in	2015	compared	with	
2005.	Mobile	now	has	more	power	than	ever.	
5	
CHANGES	FROM	2005	TO	2015	
82.4	
12.9	
0	
92.0	
43.9	
29.3	
0	
10	
20	
30	
40	
50	
60	
70	
80	
90	
100	
POPULATION	 INTERNET	USERS	 MOBILE	3G	
Millions	
VIETNAM	CHANGES	FROM	2005	TO	2015	
2005	
2015	
Source:	Accumulated	by	Moore,	2015
4%	 5%	
36%	
44%	
93%	
8%	
12%	
55%	
46%	
93%	
0%	
10%	
20%	
30%	
40%	
50%	
60%	
70%	
80%	
90%	
100%	
Internet	TV	 Tablet	 Smartphone	 Computer	 Mobile	Phone	
“Moving	screen”	such	as	Smartphone	and	Tablet	prove	the	highlight	expansion	from	year	to	year,	
in	which	remarkably	change	people’s	behavior	in	Media	consumpSon.	
Source:	Google,	2015	
Base:	Total	Popula<on	
6	
2014	 2015	
52%	
140%	
100%	
DEVICE	PEOPLE	USE	
DEVICE USED IN 2014 AND 2015
5.5	
5.1	
6.3	
5.2	 5.2	
3.9	
4.7	
4.1	
3.7	
3.3	 3.2	
2.7	 2.6	
2.3	
0	
1	
2	
3	
4	
5	
6	
7	
Thailand	 Malaysia	 Philippines	 Indonesia	 Vietnam	 China	 Singapore	
PC	-	TSOI	 Mobile	-	TSOI	
7	
TIME	SPENDING	ON	INTERNET	(TSOI)	
Source:		GlobalWebIndex,	Q4.2014	
At	average,	Vietnam	Internet	User	spends	about	5.2h	on	PC	and	2.7h	on	Mobile
2.	BEHAVIOR	IN	SEARCH	NETWORK
92%		
Vietnamese	Internet	User	use	Google	Search
Source:		Google	Barometer	2015
Source:		Google	Barometer	2015
Source:		Google	Barometer	2015
Source:		Google	Barometer	2015
Source:		Google	Barometer	2015
Source:		Business	to	Community,	2016
Source:		Business	to	Community,	2016
Source:		Business	to	Community,	2016
Source:		Business	to	Community,	2016
Source:		Business	to	Community,	2016
3.	BEHAVIOR	IN	SOCIAL	NETWORK
BEHAVIOR IN SOCIAL NETWORK
◦  Social	networking	is	the	most	popular	online	
acSviSy	amongst	15	to	24	year	olds,	with	97%	
of	internet	users	in	this	age	range	using	social	
media.	
	(source:	Nielson)	
◦  More	than	three	quarter	(79%)	of	Vietnam’s	
internet	users	have	“liked”	or	followed	a	
brand,	company	or	celebrity	on	a	social	
networking	site	
	(Source:	Nielson)	
◦  Vietnam’s	largest	social	networking	site	is	
Zing	with	6.8	million	users	
	(Source:	we	are	social)
BEHAVIOR IN SOCIAL NETWORK
Who	use	Social	Network?
13	-	17	
19%	
18	-	24	
39%	
25	-	34	
30%	
35	-	44	
8%	
45	-	65	
4%	
FACEBOOK	USERS	BY	GENDER	
Male	
46%	
Female	
54%	
FACEBOOK	USERS	BY	AGE
BEHAVIOR IN SOCIAL NETWORK
Who	use	Social	Network?
13-17	
20%	
18-24	
54%	
25-34	
18%	
35-44	
5%	
45-65	
3%	
Male	
35%	
Female	
65%	
750,000		
Users
BEHAVIOR IN SOCIAL NETWORK
What	do	they	do?	
◦  Three	quarters	of	VN’s	internet	users	say	they	do	
not	mind	receiving	online	ads	as	long	as	they	are	
relevant	to	their	interests	and	needs	
	
◦  18%	of	online	Vietnamese	discuss	and	post	their	
own	reviews	about	brands,	products	or	service.	
47%	read	other	people’s	comments
	
	(source:	Nielson)	
	
Source:		DI	Marke<ng,	10/2015
BEHAVIOR IN SOCIAL NETWORK
What	do	they	do?	
	
Source:		DI	Marke<ng,	10/2015
BEHAVIOR IN SOCIAL NETWORK
What	do	they	do?	
	
Source:		DI	Marke<ng,	10/2015
BEHAVIOR IN SOCIAL NETWORK
What	do	they	do?	
	
Source:		DI	Marke<ng,	10/2015
BEHAVIOR IN SOCIAL NETWORK
What	do	they	do?	
	
Source:		DI	Marke<ng,	10/2015
BEHAVIOR IN SOCIAL NETWORK
What	do	they	do?	
	
Source:		DI	Marke<ng,	10/2015
BEHAVIOR IN SOCIAL NETWORK
What	do	they	do?	
	
Source:		DI	Marke<ng,	10/2015
BEHAVIOR IN SOCIAL NETWORK
What	do	they	do?	
	
Source:		DI	Marke<ng,	10/2015
BEHAVIOR IN SOCIAL NETWORK
What	do	they	do?	
	
Source:		DI	Marke<ng,	10/2015
4.	BEHAVIOR	IN	MOBILE
4. BEHAVIOR IN MOBILE
	 Who	they	are?
76%	
70%	
57%	
34%	
19%	
0%	 20%	 40%	 60%	 80%	
Under	25	
25	-	34	
35	-	44	
45	-	54	
55	and	over	
SMARTPHONE USERS BY AGE
52%
48% MALE
FEMALE
SMARTPHONE USERS BY GENDER
Source:		Nielsen,	2014;	VSERV,	2013
4. BEHAVIOR IN MOBILE
	 Who	are	the	players?
Source:		Appota,	2015
4. BEHAVIOR IN MOBILE NETWORK
	 What	do	they	do?
Source:	Google	Study,	2015	
6%	
13%	
23%	
23%	
28%	
43%	
54%	
56%	
59%	
0%	 10%	 20%	 30%	 40%	 50%	 60%	 70%	
Purchase	Products/services	
Maps	and	DirecSons	
Product	InformaSon	Searching	
Check	Email	
Play	Game	
Listen	to	Music	
Watch	Online	Video	
Use	Search	Engine	
Visit	Social	Network	
ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE
(at least weekly)
4. BEHAVIOR IN MOBILE
	 What	do	they	do?
Source:	Google	Study,	2015
4. BEHAVIOR IN MOBILE
	 What	do	they	do?
Source:	Google	Study,	2015
4. BEHAVIOR IN MOBILE
	 What	do	they	do?
Source:	Google	Study,	2015
4. BEHAVIOR IN MOBILE
	 What	do	they	do?
Source:	Four	Cs	of	Vietnam	Mobile	Advertising	-	Epinion,	2015
4. BEHAVIOR IN MOBILE
	 What	do	they	do?
Source:	Four	Cs	of	Vietnam	Mobile	Advertising	-	Epinion,	2015
4. BEHAVIOR IN MOBILE
	 What	do	they	do?
Source:	Four	Cs	of	Vietnam	Mobile	Advertising	-	Epinion,	2015
4. BEHAVIOR IN MOBILE
	 What	do	they	do?
Source:	Four	Cs	of	Vietnam	Mobile	Advertising	-	Epinion,	2015
5.	BEHAVIOR	IN	E-COMMERCE
5. BEHAVIOR IN E-COMMERCE
	 58%	of	online	users	in	Vitenam	turn	to	the	
internet	research	informaSon	on	productes	
before	buying	them	
	 (source:	VCCI)	
	 30	million	Vietnamese	online	users	have	visited	
online	aucSon	or	shopping	sites	
	 (source:	we	are	social)
5. BEHAVIOR IN E-COMMERCE
	 What	do	they	do?
Source:	Google	Study,	2015
5. BEHAVIOR IN E-COMMERCE
	 What	do	they	do?
Source:	Google	Study,	2015
5. BEHAVIOR IN E-COMMERCE
	 What	do	they	do?
Source:	Google	Study,	2015
5. BEHAVIOR IN E-COMMERCE
	 What	do	they	do?
81
19
No Yes
Past 3 months online
purchase (including CoD):
85%
Clothing
27% 9% 9%
Fashion
accessories
Home
appliances
Personal
grooming/ cosmetics
products
6%
Food /
online delivery
4% 2% 2%
Voucher at
restaurant / cafe
Personal
devices
Others
Online items purchased
Source:	Vietnam	Digital	Landscape	2015
5. BEHAVIOR IN E-COMMERCE
	 What	do	they	do?
Source:	Vietnam	Digital	Landscape	2015	
HOW	PEOPLE	HEAR	ABOUT	THE	
PRODUCT	THAT	THEY	PURCHASED	
40%	
25%	
13%	 12%	
8%	
0%	
5%	
10%	
15%	
20%	
25%	
30%	
35%	
40%	
45%	
2%	
5%	
6%	
6%	
12%	
24%	
43%	
Email	
Others	
Magazine/Newspaper	
Poster	
Instore	ads	
Tivi	
Online	
HOW	DID	PEOPLE	FIRST	HEAR	ABOUT	THE	
PRODUCT	/	OFFER	FROM	ADVERTISING?
6.	BEHAVIOR	IN	REGIONAL
5. BEHAVIOR IN REGIONAL
Metro
•  Ha	Noi
•  Ho	Chi	Minh
Tier	1
•  Hai	Phong
•  Da	Nang
•  Nha	Trang
•  Can	Tho
Tier	2
•  Thai	Nguyen
•  Thanh	Hoa
•  Quy	Nhon
•  An	Giang
•  Dong	Nai
•  Vung	Tau
Across	12	CiSes
5. BEHAVIOR IN REGIONAL
◦  Internet	penetraSon	in	over	country
Source:	Cimigo
5. BEHAVIOR IN REGIONAL
◦  There	is	an	strong	increasing	mobile	users	
in	Tier	2
Source:	Cimigo
5. BEHAVIOR IN REGIONAL
◦  There	are	some	differences	in	areas	they	
use	the	internet
Source:	Cimigo
5. BEHAVIOR IN REGIONAL
◦  Online	communicaSon	trends	in	Metro	
◦  Social	network	is	more	dominant	than	
forum	and	blogs	in	Metro
Source:	Cimigo
THANK YOU

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