This document provides statistics on internet, social media, and mobile phone usage in Vietnam as of October 2012. Some key findings include: - Vietnam had over 30 million internet users and 127 million mobile phone subscribers. - Facebook surpassed Zing to become the most popular social network in Vietnam, with over 8.5 million users on Facebook. - 90% of Vietnamese internet users watch online videos, higher than the Asian average of 69%. - 62% of internet users in Vietnam access the internet via mobile devices.

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

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. 91,519,000
30,858,742
8,525,000
127,318,045
TOTAL POPULATION
INTERNET USERS
USERS ON TOP SOCIAL NETWORK
MOBILE SUBSCRIBERS
VIETNAM
OCT
2012
URBAN
INTERNET PENETRATION
SOCIAL NETWORKING PENETRATION
MOBILE PENETRATION
RURAL
31%
139%
34%
69%
9%
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. 91,519,000
CURRENT POPULATION OF VIETNAM:
SOURCE: THE US CENSUS BUREAU (OCT 2012) 4

5. 1,000,000
PEOPLE IN 2012 ALONE
VIETNAM’S POPULATION
WILL GROW BY ALMOST
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. 30,858,742
INTERNET USERS IN VIETNAM:
SOURCE: INTERNETWORLDSTATS (SEP 2012) 9

10. 34%
INTERNET PENETRATION
IN VIETNAM IS AROUND
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. 1,590,000
NEW INTERNET USERS
IN VIETNAM THIS YEAR:
SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS 12

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

14. 18TH LARGEST
IN THE WORLD
VIETNAM’S INTERNET
POPULATION IS THE
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. 29 HOURS
ON THE INTERNET EACH MONTH
VIETNAMESE NETIZENS
SPEND AN AVERAGE OF
SOURCE: COMSCORE (APR 2012) 18

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

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

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

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

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

27. 1,792,848,000
NUMBER OF ONLINE VIDEOS WATCHED BY
NETIZENS IN VIETNAM IN JUNE 2012:
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. 8,525,000
SOCIAL NETWORK USERS IN VIETNAM:
SOURCES: FACEBOOK (OCT 2012) 34

35. 1,723,000
NEW SOCIAL MEDIA USERS
IN VIETNAM THIS YEAR:
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
SOURCE: LATEST SITE-REPORTED FIGURES FROM EACH NETWORK, AS AT OCT 2012 41
FACEBOOK ZING
8.5 M 8.2 M
VS

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

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

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

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

46. 3 SECONDS
A NEW USER FROM VIETNAM
JOINS FACEBOOK EVERY
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. SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012)
FACEBOOK IN VIETNAM
OCT
2012
48
18-24:
54%
13-17:
17%
25-34:
23%
35--44:
3%
45-54:
1%
55-64:
<1%
65+:
<1%
MALE:
56%
FEMALE:
44%

49. SOURCE: SOCIALBAKERS (OCT 2012)
TOP FACEBOOK PAGES IN VIETNAM
OCT
2012
49
# 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

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

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

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

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

57. 45,000
UNIQUE VISITORS TO PINTEREST
FROM VIETNAM IN Q1 2012:
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. 127,318,045
MOBILE PHONE SUBSCRIPTIONS IN VIETNAM:
59SOURCES: BASED ON ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)

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. 1.4
MOBILE SUBSCRIPTIONS
ON AVERAGE, EVERYONE
IN VIETNAM HAS AROUND
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. SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012
SHARE OF MOBILE AD IMPRESSIONS
Q1
2012
64
NOKIA SAMSUNG LG
59%
22%
APPLE
5% 3%

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

66. NOKIA 3110
TOP HANDSET BY SHARE
OF AD IMPRESSIONS:
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. 19,000,000
MOBILE INTERNET USERS IN VIETNAM:
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. 16%
SMARTPHONE
PENETRATION IN VIETNAM:
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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WE HELP BRANDS TO LISTEN TO, UNDERSTAND,
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WE’RE ALREADY HELPING MANY OF THE WORLD’S
TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
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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.

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SAYHELLO@WEARESOCIAL.SG
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