Vietnam's social media usage was surveyed by Asia Plus Inc. The key findings were: - Facebook and Zalo were the most used social media platforms in Vietnam. - Vietnamese used social media primarily for keeping up with friends/networks and receiving news. - Most Vietnamese accessed the internet via smartphones. - Brand pages were "liked" mainly to receive product/event info and discounts. Videos ads under 30 seconds received the most engagement. - Friends and family were considered the most trusted sources of information over advertising. However, 41% had purchased products after seeing online ads. The survey provided insights into Vietnamese social media behaviors and attitudes toward digital advertising.

1. Asia Plus Inc.
Survey about Vietnamese social media

2. Vietnamese social media usage

3. 3
The gap between brands and consumers
TV, 91
Internet
(PC),
134
Internet
(Mobile),
103
Others,
56
Vietnamese average media
consumption (min)
Worldwide Vietnam
Digital spend % in ad cost
Digital Others
27%
5-10%
Source: Asia Plus Source: Asia Plus, eMarketer

4. Device type to access internet
77%
50%
33%
26%
64%
13%
8% 6%
Smartphone Note PC Desktop PC Tablet
Device to access
Device to access most
64% replies smartphone is the tools to access to the internet most
Q. Please choose all the devices that you use to access to internet personally / Please choose the device that you
use the most to access to internet personally.

5. Social services in use
89%
72%
39% 32% 30% 26% 25% 24% 18% 13% 11% 10%
8%
12%
19%
23%
21%
20% 19% 17%
20%
11% 9% 12%
Installed but not used
In use
Facebook and Zalo are the two applications that are used frequently
Q. What of the following social media are you currently using?

6. Motivations to use social network services
61%
40% 40%
29%
26%
18%
11% 11% 9%
4% 3% 1%
Social network services are used for the information catch up of their networks,
as well as receiving news
Q. What are the main reasons that you use social network (up to 3)

7. Vietnamese “likes”
48 brand page in average
44%
35%
32%
32%
30%
27%
17%
Receive latest product information
Receive event information
I simply like the brand
Give-aways / Lucky draw
opportuities
Discounts / Coupon opportunities
Receive useful tips
Receive company information
Reasons of “likes” on brand pages
Q. How many corporate page on Facebook do you “like”?
What are the triggers that you like/follow a brand page on Facebook? (those who likes only)

8. Vietnamese “likes”
48 brand page in average
17%
27%
37%
38%
48%
Through campaign
Facebook ads
Search on Facebook
Visit brand page directly
Like or share from my friends
Trigger to “like” the page
Q. How many corporate page on Facebook do you “like”?
What are the triggers that you like/follow a brand page on Facebook? (those who likes only)

9. Social Contents to follow
10% 15% 15% 19%
27%
21%
20% 18%
21%
22%
29% 27% 31%
26%
30%
19% 19% 20% 17%
12%
21% 20% 17% 17%
9%
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Favorite contents type
10% 8% 8%
20% 19% 23%
26%
39% 36%
3.00
3.05
3.10
3.15
3.20
3.25
3.30
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Favorite contents type

10. Experiences of removing “likes” and its trigger
41%
39%
39%
23%
12%
7%
Posts are different from my
interests
Post of low-qualities
Too much commercial factors
Pots frequency are very few
When i feel interactions are
with separate profiles
Post have very few likes
Reasons for the removals
Q. Have you ever removed your "like" of corporate FB page? / What are the reasons that you removed "like"?
19%
56%
19%
6%
Experiences of removing “likes”
from brands
I often do that I sometimes do that
I have done it a few times I have never done it
75% removes “likes” on brand when they are not satisfied with the contents or
quality

11. Ads effectiveness over social network

12. Trusted information source
Family 66% Friends 56% TV Program 32%
TVCF 29% TVCF 19% Internet Ad 13%
Q. Please choose the media that you find it more trustworthy when an ad appears (total of 4&5 by 5 rating)

13. Family
recommen
dation
Friends /
Relatives
recommen
dation
TV
program
TVCF
Store staff
recommen
dation
Newspape
r
Website
của nhãn
hàng
Outdoor
billboard
Youtube
Internet /
Facebook
ad
5 42% 26% 15% 11% 12% 11% 16% 9% 8% 5%
4 24% 30% 17% 18% 17% 16% 12% 11% 11% 8%
3 14% 21% 31% 32% 29% 33% 28% 33% 28% 27%
2 12% 15% 22% 23% 26% 25% 23% 28% 33% 36%
1 8% 8% 15% 16% 16% 15% 20% 19% 20% 24%
MOS 3.8 3.5 2.9 2.9 2.8 2.8 2.8 2.6 2.5 2.4
0.0
0.5
1.0
1.5
2.0
2.5
3.0
3.5
4.0
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q. Please choose the media that you find it more trustworthy when an ad appears (5 = most trustworthy)
Trusted information source (Detail)

14. Advertisement effectiveness
57%
43%
Clicked ad in last 7
days?
41%
59%
Purchased after
clicking net ad?
Have you clicked any of internet or facebook ads in past 7 days?
Have you purchased something after looking at internet ads in last 3 month?

15. Facebook ads effectiveness (click experiences)
37%
34%
29%
28%
27%
22%
14%
13%
13%
Interested in products
As it looks impressive
As it has good promotion
By mistake
As it looks funny
Forced to see it to view the
contents I want
As I like the brand
As I like the celebrity
As I could earn money by doing this
Reasons of clicks
Q. Have you clicked any of internet or facebook ads in past 7 days?
Please choose a reason why you clicked on the ad? (only those who clicks)
57%
23%
18%
Experiences of clicking the ads
(in last 7 days)
Yes No I do not remember
57% has clicked the ads on Facebook

16. Facebook ads effectiveness (Purchase experiences)
50%
37%
27%
21%
20%
16%
14%
13%
11%
11%
8%
3%
Fashion (clothes, shoes,…
IT / Mobile phones
Cosmetics
Food and beverages
Kitchen / home appliances
Books
Supplement / Functional foods
Sport goods
Ticketing (air / transportation /…
Music / Video (Blu-ray, DVD)
SPA / Beauty services
Others
Items to buy
Q. Have you purchased something after looking at internet ads in last 3 month? /
What are the categories that you have purchased? (only those who purchased)
41%
51%
8%
Experiences in purchases after
looking at ads
Yes No I do not remember
41% has purchased items by looking at the ads

17. Reactions to video ads
Q. About video ads, how long would you prefer watching a video ad on social media?
Which statement is applicable to you when the ad pops up when you browse Youtube?
62%
21%
7%
2%
1%
6%
Durations to watch ads
1 - 15 seconds 16 - 30 seconds
31 - 60 seconds 1 - 2 minutes
More than 2 minutes Duration does not matter
18%
48%
19%
10%
4%
Close the browser
See minimum duration then click
"skip"
See minimum duration but have
seen the entire ad if content was
good
See entire ads but skips when
content is boring
See the entire ads
Usual actions when ads are on video
Consumers watch the video ads at minimum and tends to skip.

18. Types of ads to click
Good
promotion
/ discount
Product /
services
match my
interest
Impressiv
e
Fun
Ad of the
famous
brand
Ad with
good
sound
Ad with
celebrities
Ad that I
had
recognize
d
Ad with
big "click"
icon
Ad made
from
video
Ad that
are
repeated
often
5 32% 34% 26% 22% 19% 20% 20% 9% 8% 9% 7%
4 20% 17% 20% 20% 21% 17% 15% 9% 9% 7% 8%
3 25% 26% 29% 30% 28% 30% 29% 27% 28% 25% 19%
2 14% 14% 16% 16% 20% 20% 21% 24% 21% 27% 19%
1 10% 11% 9% 12% 13% 14% 15% 31% 34% 32% 48%
MOS 3.51 3.49 3.38 3.26 3.13 3.09 3.04 2.42 2.35 2.34 2.06
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q. Please rate your willingness to click, in case that the ads are following (1 - unlikely to click, 5 - likely to click)

19. Channels to click the ads
49%
31%
18% 17% 17% 16%
4%
8%
11%
Facebook Youtube Other internet
site
On mobile
applications
Other video
site
Other social
media
Others Do not
remember
I do not click
ads
Facebook is dominant while Youtube comes on 2nd.
Q. Which channels would you be likely to click the ads?

20. Behaviors after looking at ads on internet / social media
Visit the brand
site
Install the app
Purchased the
product /
services
Attended the
campaign
Talked about
the ad with
friends
"Shared" the
ads
"Linked" the
ads
Often do 13% 10% 9% 10% 9% 8% 7%
Several times 27% 25% 23% 21% 19% 22% 19%
At least once 36% 34% 33% 34% 32% 28% 30%
Never done it 25% 32% 35% 35% 40% 43% 45%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q. Please choose the media that you find it more trustworthy when an ad appears (5 = most trustworthy)

21. Yes,
81%
No, 14%
I do not
remember, 5%
Have you been irritated with the net ad?
Advertisement irritation
Q. Have you ever felt irriatated with internet ad?

22. Advertisement irritation
47%
13%
11%
9%
8%
3%
3%
1%
10%
Pops up when I'm watching
TV/reading news/working
Holidays
I'm not interested in the product
in the ad
The ad repeats too many times
The ad is promoting some
products
The ad contains sexual images
The ad is boring/not interested
The ad is too long
Others
Occasions when feeling irritated
with ads
Q. Please share us what kind of occasion was that
when you felt irritated.

23. Attitudes toward internet / Facebook ads
I hate to
see the ads
that slows
down my
browser
I tend to
close when
the ad
pops-up
automatica
lly
I hate the
ad that
blocks my
browsing
video or
contens
There are
too many
ads on
internet
There are
too many
ads on
Facebook
I feel
irritated
with too
many
internet
ads
I am willing
to click if
the
content
looks
something
that I am
interested
I have
brands that
I like less
after
following
their
Facebook
posts / ads
I have
brands that
I like better
after
following
their
Facebook
posts / ads
I have or
plan to
install ad
blocker to
my device
Agree 61% 60% 62% 56% 52% 50% 43% 30% 30% 38%
Agree a little 17% 20% 14% 17% 24% 24% 32% 38% 38% 25%
Disagree a little 13% 13% 16% 15% 16% 16% 14% 23% 21% 16%
Disagree 9% 7% 9% 12% 9% 10% 12% 9% 11% 21%
MOS 3.31 3.33 3.29 3.17 3.18 3.14 3.05 2.89 2.86 2.80
2.50
2.60
2.70
2.80
2.90
3.00
3.10
3.20
3.30
3.40
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Q. Please choose what is applicable to your opinion about Internet/ Facebook ads?

24. Customer profile

25. Respondent profiles
• 500 respondents in Vietnam (HCM and Hanoi)
• 18-49 years old
• Male / Female
• Conducted on July, 2016
Male,
51%
Female,
49%
Gender
23%
59%
18%
-19
20-29
30-49
Age

26. Q&Me – About Online Market Research Services

27. Our Solution
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28. Respondent profiles
Our strength is 16-39 years old and urban areas. This is where most biz customers
would like to research
17%
8% 8% 8% 8% 8% 7% 7% 7%
22%
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
<9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50-
Stats Q&Me
Active users by age Urban user ratio (top 6 provinces)
22%
51%
78%
49%
Stats Q&Me
Top 6 provinces Others

29. Contact Us
URL: https://qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043