Tns VN mobi life and digital life 2012

1. Vietnam
Mobile Life 2012 | Vietnam Report
©TNS 2012

2. Where do today’s insights come from?
Digital Life
Mobile Life
Representative of the urban online
population aged 16-60
Representative of mobile device users
and prospects aged 16-60
1000 consumers in Ho Chi Minh City,
Can Tho, Hanoi and Da Nang
500 consumers in Ho Chi Minh City,
Can Tho, Hanoi and Da Nang
Unilever is a global subscriber: All data
on open access
©TNS 2012

3. Mobile stands out as the most owned and the most likely to be bought
device among Vietnamese consumers
Device ownership and likelihood to buy
Mobile
45
40
Likely to buy
35
30
25
20
Laptop computer
15
10
Smartphone
Tablet Video
Camera
Gaming
MP3 player
console
eReader
0
GPS device
internet enabled TV/HDTV 10
0
20
Portable
Digital Media
gaming device
Adapter
Digital camera
Netbook
5
Desktop computer
DVD player
30
40
50
60
70
80
90
100
Current ownership
A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months)
Base: All respondents – Vietnam 499
Local Report 2012 - Vietnam
©TNS 2012
3

4. After mobiles, laptops show the best potential for growth, it seems at the
expense of desktops. Smartphones also show some potential for growth
Device ownership and intention to buy in next 6 months
43
5
86
Mobile
14
Desktop
Laptop
0
3
26
49
7
16
1
2
Smartphone
Ownership
Netbook
Tablet
Intention to buy (next 6
months)
B1. Device ownership | B2. Device intention to buy (in next 6 months)
Bases: All respondents : Vietnam 499
Local Report 2012 - Vietnam
©TNS 2012
4

5. After mobiles, desktops and laptops are the most owned devices, with
penetration being higher than that of the average for emerging Asia.
Smartphone penetration in Vietnam is in line with that of emerging Asia
Device ownership
86
49
26
16
1
2
87
28
19
17
2
2
92
46
36
28
7
5
Mobile
Desktop
Laptop
Smartphone
Vietnam
Tablet
Netbook
Emerg Asia
Global
B1. Device ownership
Base: All respondents – Vietnam 499 | Emerg Asia 4003 | Global 47577
Local Report 2012 - Vietnam
©TNS 2012
5

6. Brand and model of handset are the key influencing factors in the mobile
purchase process
Important factors in mobile decision making
Brand of handset
Model of handset
Battery life
Ease of navigation around the phone
Making voice calls
Quality of music player
Camera functionality
SMS to friends and family
Accessories available
Screen size / quality
Brand of network provider
Memory size
The look and feel of the device
Having instant internet access
Operating system
Applications on the phone
Access to social networking functionality
Access to personal entertainment
Input method
Ability to customise my phone
Easily downloading video from social video sites.
Checking and receiving emails
Using a map to find out where you are and how to get to other…
Ability to share pictures, videos and other content
Able to call friends using video .
Ability to sync with my PC
Able to call friends over the internet.
Ability to sync with my tablet
Able to pay for things with your phone
88
82
60
46
46
41
40
39
34
33
32
27
1
23
2
22
2
17
3
16
4
14
13
12 1
111
8
0
7
7
7
5
5
4
4
3
31
17
9
13
7
1
1
1
1
3
Important
Single most imporant
C23. Important decision factors | C24. Most important decision factor
Base: Mobile users – Vietnam 431
Local Report 2012 - Vietnam
©TNS 2012
6

7. Usage of texting and gaming is high in Vietnam when compared to global
average, but Vietnamese are lighter users of mobile internet related and
multimedia heavy activities
Top features used
92
64
61
54
40
44
22
52
16
9
81
66
63
53
50
44
42
42
40
33
32
30
91
58
66
62
47
44
33
50
18
11
19
12
TAKE
PHOTOS
LISTEN TO
MUSIC
PLAY
GAMES
CALENDAR
BLUETOOTH
BROWSE
internet
TAKE
VIDEOS
MMS
SMS
Vietnam 2012
Global
IM
11
SOCIAL
NETWORK
PERSONAL
EMAIL
Vietnam 2011
D1. Feature usage
Base: Mobile users – Vietnam 2012: 431 2011: 504 | Global 44220
Local Report 2012 - Vietnam
©TNS 2012
7

8. Currently, mobiles are used in Vietnam to listen to music, play games and
take photos. Watching live TV and video calling are also appealing
features
Usage and interest in engaging mobile features
%
Listening to music
66
Playing games
25
62
Taking photos
20
58
Taking videos
Social networking
11
Video calling
Using location based…
Watch Live TV shows
5
Using navigation services
5
Scanning QR codes 0
Using
22
21
60
5
13
21
52
14
24
65
19
17
56
21
44
Interested
16
21
55
6
8
22
40
13
19
37
Not interested
3
7
16
43
17
Streaming video
10
43
19
Augmented reality
5
7
33
33
3
13
33
50
Browsing the internet
6
18
Don't know
D1. Feature usage | D2. Interest in feature usage
Base: Mobile users – Vietnam 431
Local Report 2012 - Vietnam
©TNS 2012
8

9. Vietnam is slightly ahead of emerging Asia in terms of mobile internet
usage; and this is stronger among 16-30 year olds
Mobile internet usage
Global
42
Emerg Asia
27
Vietnam
33
Male
37
Female
30
16-21
48
22-30
49
31-40
29
41-50
10
51-60
3
D1. Feature usage
Base: Mobile users – Global 44220 | Emerg Asia 3539 | Vietnam 431 | Male 224 | Female 207 | 16-21 90 | 22-30 120 | 31-40 110 | 41-50 80 | 51-60 31
Local Report 2012 - Vietnam
©TNS 2012
9

10. Being light users of social networking sites through their phones,
Vietnamese consumers are largely using these sites to message friends
Social networking activities
2011
Message friends
81
75
Check status of friends
21
52
Update status
45
43
Look at other peoples' photos or video
30
41
Stream content (music, videos)
22
30
16
Play games
38
29
18
Upload photos or video
20
27
Check in your location
4
6
Post updates to advertise your business
-
2
4
Check in to TV shows
-
6
7
8
17
30
29
16
Currently doing
Would like to do
D8. Current social network usage | D9. Future social network usage
Base: Social network users 83
Local Report 2012 - Vietnam
©TNS 2012
10

11. Mobile usage in the path to purchase is high considering the low mobile
internet access, which suggests that the Vietnamese are fairly shopper
savvy. This usage is thus likely to increase as mobile internet access
increases
Mobile internet access Vs. mobile path to purchase use
50
45
40
35
30
25
20
15
10
5
Singapore
South Korea
China
Malaysia
Sweden
UK
Australia
Spain
Slovakia
Chile
Canada
New Zealand
Denmark
USA
Netherlands
Taiwan
Ukraine
Belgium
Indonesia
Portugal
Ghana
Greece
Thailand
Nigeria
CoteD’Ivoire
India
Egypt
Tanzania
Pakistan
0
Incidence of mobile internet access
F2. Usage of mobile for purchase or research
| D1. Ability to browse mobile internet
Local Report 2012 - Vietnam
©TNS 2012
11

12. Currently, price comparisons is the key activity for mobile users in store,
and retailers could more than likely entice these consumers into far more
in store mobile activity
Mobile in path to purchase activity timeline
To redeem a
mobile coupin
Scan the barcode and receive
more information on the
product
3
3
Scan QR codes to receive more
information on the product
29
31
23
3
9
14
Scan a QR code to
pay for the product
54
26
Receive a special deal by
interacting with an advert (e.g.
taking a photo, winning a
competition)
Online research
while at home
Check what others are
saying about the
product via SNs
Receive updates from
nearby shops / places
of interest
Pay for a product
by touching phone
against a sensor
6
14
Online research
while in the store
Read independent
product reviews
Scan a barcode to
pay for the product
Buy products from
group buying sites
(e.g. Groupon)
Take notes of
product details in
store
To compare
prices
In-store activity
F2. Usage of mobile for purchase or research
Base: Mobile users –
Vietnam 35
Local Report 2012 - Vietnam
©TNS 2012
12

13. Digital Life
Vietnam Report
© TNS 2011

14. TV is the source of most consumed media in
Vietnam, however nearly 7 in 10 consume media
digitally every day
Daily users (%)
83
67
30
28
11
9
Internet for leisure
TV
Radio
Internet for work
Newspapers
Magazines
Question: M1; Media use Base: All respondents; 1000
Digital Life Vietnam Report
© TNS 2011
14

15. Consumers under 34 spend the most time online in
Vietnam, however even the 55-65 year olds spend on
average 13 hrs/week online
Mean hrs spent online per
week for leisure purposes (%)
“I worry that I spend too much
time on the Internet”
Total
22
24
Male
22
26
Female
22
23
16-20
27
21-24
24
25-34
25
35-44
19
45-54
55-65
15
13
30
28
21
21
23
30
Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top
1000,499,501,152,110,241,197,162,138
2 box;
Digital Life Vietnam Report
© TNS 2011
15

16. While TV is still the dominant media, internet usage is
set to increase
The medium that
Vietnamese…
can’t live
without
68
trust the most
55
55
67
find most
entertaining
65
56
will use more in
the future
50
35
TV
20
36
13
22
10
8
HCMC
Ha Noi
HCMC
22
22
41
7
8
2
Ha Noi
HCMC
Ha Noi
Source: TNS VietCycle study 2011
©TNS 2012
34
48
11
12
HCMC
Ha Noi
Internet
Newspapers

17. As a share of total online time, news and multimedia
attract the highest usage, with social networking in
third place
Share of time for
online activities
in average
week (hrs)
Social networking & connecting
0.6
0.7
Email
3.3
Communication
Multi-media & entertainment
4.2
2.0
Online gaming
Personal interest
Shopping
2.4
4.3
Pre-purchase & browsing
Knowledge & education
1.9
0.7
2.4
3.0
News, sport & weather
Information
Personal admin
Planning and organising
©TNS 2012
Entertainment
Management
17

18. However, younger demographics spend most of their
online time on social and multimedia activities
Hours per week spent on the activity
5.3
5.3
4.8
4.3
4.2
4.7
4.5
4.1
3.9
3.9
4.7
4.7
4.1
3.8
Social Networking &
Connecting
3.5
3.3
3.2
2.9
2.2
Multi-Media &
Entertainment
News, Sport & Weather
1.5
1.1
Total
16-20
©TNS 2012
21-24
25-34
35-44
45-54
55-65
18

19. Vietnamese are also huge content consumers, with
news and video content attracting high usage
Use at all
(%)
Weekly users
News website
87
Online news programme
39
Online radio
11
60
22
Live online video
40
On-demand online video
19
Paid-for internet video
11
60
37
24
Consumer-created video
31
Professionally-created online video
93
22
57
46
1000
©TNS 2012
19

20. While there is overall skepticism towards brands
approaching people in social networks, Vietnamese see
value in being able to research brands there
Social Networks
Are a place where I don’t want to be bothered by companies/organisations
Are a good place to learn more about brands and products
70
52
16-20
©TNS 2012
69
50
21-24
78
74
61
86
74
60
57
48
25-34
35-44
45-54
55-65
20

21. Tanzania
Ghana
India
Uganda
Kenya
Pakistan
South Africa
Indonesia
Egypt
Thailand
Nigeria
Philippines
Peru
Vietnam
Mexico
Ukraine
Romania
China
Brazil
Colombia
Morocco
Russia
Saudi Arabia
Turkey
Argentina
Greece
Portugal
Italy
Chile
Poland
Malaysia
Hungary
Spain
Ireland
Czech Republic
Hong Kong
UAE
France
Taiwan
Israel
Slovakia
Austria
Estonia
Singapore
Belgium
US
Australia
Japan
Canada
Germany
Switzerland
South Korea
UK
New Zealand
Luxembourg
Finland
Denmark
Netherlands
Sweden
Norway
Vietnamese consumers don’t tend to write about
brands online, but when they do their comments reach
a large audience
% reading about brands
% writing about brands
Internet Penetration
©TNS 2012
21

22. Online commentary can shape people’s opinions of
brands, and Vietnamese are more trusting than most
of what others write online
% of comment readers who agree
63
52
54
57
42
41
Vietnam
Global
Even a single negative
I trust the comments that I trust the comments that
review can have an impact
strangers write about
my friends write about
on how I feel about a
brands online
brands online
brand
825,399,426,133,99,214,158,129,92
©TNS 2012
22

23. While they don’t often write about brands, when they
do make a comment, they expect brands to respond to
their concerns
% of comment writers who agree
72
62
58
43
35
32
Vietnam
Global
Posting comments online
is an effective way to
influence companies
I expect companies to
contact me if I write
something about them
I find it a scary thought
that companies would
track what I write about
them
114
©TNS 2012
% Agree
xx
23

24. Thank you.
We’d like to help you achieve new heights of success in
Vietnam!
©TNS 2012
24