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Consumer
Barometer
Country Report – Vietnam
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Table of Content
Where to find what
Consumer Barometer 2015
Local Report 2
The Multiscreen World
- Internet usage 06-10
- Devices
11-15
The Smart Shopper
- Research behavior 16-27
- Purchase behavior 28-33
- Local shopper 34-36
- International 37-40
- Industries 41-90
The Smart Viewer
- Online Video 91-97
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Consumer Barometer 2015
Local Report
What is the Consumer Barometer?
The Consumer Barometer 2015 is a
tool to help you understand how
people use the internet.
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Executive Summary
The Top 3 Trends that define Vietnam
Consumer Barometer 2015
Local Report 4
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The 3 Trends in Vietnam
Consumer Barometer 2015
Local Report 5
The future is mobile
The Vietnamese use a variety of devices with smartphone being the most popular.
1 out of 3 people are using their smartphone while watching TV, and they are looking
at unrelated content.
Todays shopper is an online shopper
Many purchases are online today, but online research is also a key driver in offline
purchases. Consumers use a variety of devices, meaning that advertisers can’t just
rely on computer ads, but also need to focus on mobile.
Millions of online video views
More than 6 out of 10 young people are watching online video every day!
Most consumers use online video to relax, but 50% actively want to learn something.
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The Online and Multiscreen World
Quantify and understand internet usage and attitudes across
various devices.
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Where are the consumers? Online!
Consumer Barometer 2015
Local Report 7
8 out of 10
Source: The Connected Consumer Survey 2015
Question: How often do people go online (for personal Internet usage)?
Base: Internet users (accessing via computer tablet or smartphone)
of the Vietnamese consumers
are online at least once a day
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78
18
3
Daily Weekly Monthly or less
Vietnam is online
Consumer Barometer 2015
Local Report 8
Especially consumers under 34 years old are online often
Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone)
How often do you go online? (%)
89% 87%
77%
54% 54%
11% 13% 23%
46%
46%
Under 25 25-34 35-44 45-54 Over 55
Yes No
Do you go online every day?
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Why do people go online?
Consumer Barometer 2015
Local Report 9
The consumers go online for personal reasons and to look for information
Source: The Connected Consumer Survey 2015
*Question asked: To what extent do you agree or disagree with the
following statements? Please evaluate each of the following statements
on a scale from 1 – strongly agree to 5 –strongly disagree.
Base: Internet users (accessing via computer tablet or smartphone)
71% use the internet for personal reasons Consumers state that the internet is the
first place they look for information*
77%
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People are even online when they’re watching TV
Consumer Barometer 2015
Local Report 10
The consumers are online while watching TV
Source: The Connected Consumer Survey 2015
Question: Do people go online on their devices while watching TV?
Base: Internet users (accessing via computer tablet or smartphone) | TV
Viewers | Use Internet in Parallel to TV
13%
90%
9%
Computer Smartphone Tablet
Which devices do people use to go online while watching TV (%)
Use devices to go online while
watching TV
36%
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Vietnam has more screens than ever
Consumer Barometer 2015
Local Report 11
There are 1,4 devices
connected to the internet
pr. person in Vietnam in
2015.
This is a 75% growth
from 2013
Source: The Connected Consumer Survey 2015
1,4devices pr. person
{
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55% are smartphone users
Consumer Barometer 2015
Local Report 12
Source: The Connected Consumer Survey 2015
Base: total online and offline population
Tablet Smartphone Computer
Which devices do people use?
12% 55% 46%
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How does Vietnam compare?
Consumer Barometer 2015
Local Report 13
Source: The Connected Consumer Survey 2015
Base: total online and offline population
63%
Which devices do people use?
Of the consumers
in Asia use a
smartphone
More than half of the consumers under 44 use a smartphone
76%
70%
57%
34%
19%
Under 25 years
25 - 34 years
35 - 44 years
45-54 years
55 and over
How does the demographics look?
Smartphone usage rate
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How do people use their smartphone?
Consumer Barometer 2015
Local Report 14
Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone)
56%
59%
23%
28%
54%
6%
23%
13%
43%
Use search engines
Visit social networks
Check email
Play games
Watch online videos
Purchase products / services
Look for product information
Look up maps and directions
Listen to music
What online activities do people do on their smartphones at least weekly?
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Search is mobile
Consumer Barometer 2015
Local Report 15
6 out of 10 are
using search
engines
via smartphones at
least weekly
…making it crucial for businesses to think mobile.
Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone)
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The Smart Shopper
Focuses on the consumer purchase journey and the role of the
Internet in making purchase decisions.
Consumer Barometer 2015
Local Report 16
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3 out of 4 go online when researching products
Consumer Barometer 2015
Local Report 17
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone)
are researching
online only
73%
91%
Online
Offline
Did people do any online or offline research prior to their recent purchase?
5%
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In which industries are consumers researching
online?
Consumer Barometer 2015
Local Report 18
Source: The Consumer Barometer Survey 2015
Question: Did people do any online or offline research prior to their
recent purchase?
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
Flight Tickets
Home appliances
Car Insurances Cinema Tickets Clothing & Footwear Do it yourself
Groceries Ground Travels Hair Care Home Furnishings
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In which industries are consumers researching
online? (continued)
Consumer Barometer 2015
Local Report 19
* Over-the-counter remedies
Source: The Consumer Barometer Survey 2015
Question: Did people do any online or offline research prior to their recent
purchase?
Base: Internet users (accessing via computer tablet or smartphone) | Answering based on
a recent purchase (in select categories)
Make-up Music
Vitamins & OTC Remedies*Televisions
Hotel Stays Laptops Mobile Phones
Personal Loans Real Estate Restaurants
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How are people researching?
Consumer Barometer 2015
Local Report 20
Source: The Consumer Barometer Survey 2015
*found where to buy/found location/made contact
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
51%
66%
50% 52%
Looked for early
inspiration
Compared choices
online
Sought advice
online
Prepared for
immediate
purchase*
In which part(s) of the purchase process did people use the Internet?
The consumers use the internet to compare choices prior to purchase
What online sources did people use
to make a purchase decision?
36%
28%
70%
Brand
websites
Retailer
websites
Search
Engine
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Online advertising and research is essential
Consumer Barometer 2015
Local Report 21
For 37% of the consumers online is
the first source of product awareness
during pre-purchase research.
40%
25%
13%
12%
10%
How did people first hear about the product/offer they bought?
Previous experience
Other people
Research
Advertising
Other
What specific source informed people who first learned
of their purchased product via product research?
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
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Research leading to a purchase
Consumer Barometer 2015
Local Report 22
Search engines are essential in the purchase decision
70%
Use a search engine to
get informed before making
a purchase.
36%
28%
70%
26%
17%
12%
11%
Brand websites
Retailer websites
Search engine
Social networks
Online video sites
Advice sites
Price comparison sites
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
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Consumer Barometer 2015
Local Report 23
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
Smartphones and product research
23
Which devices did people use for product research? (Smartphone)
Under 25 years
25-34 years
35-44 years
45-54 years
55 and over
44%
47%
45%
32%
35%
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Smartphone users are online users
Consumer Barometer 2015
Local Report 24
Smartphone users are more likely to purchase or research products online
1. Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
78%
65%
Smartphone Users Smartphone Non-Users
Do you research or purchase online?
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How are smartphones used for online research?
Consumer Barometer 2015
Local Report 25
In which part(s) of the purchase process did people use a smartphone?
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online on a smartphone
42% 43%
47%
42%
Looked for early inspiration Compared choices online Sought advice online Prepared for immediate
purchase
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People are going mobile, but some issues occur
Consumer Barometer 2015
Local Report 26
70%
are experiencing issues when accessing
websites via their smartphone
And 37% find another website
that works better on smartphone
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via smartphone) | Encountered difficulties
accessing websites via smartphone
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19%
81%
Online*
Offline/other
19% shop online
Consumer Barometer 2015
Local Report 27
Where did people make their purchase?
Source: The Consumer Barometer Survey 2015
*Online/Email
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
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Consumer Barometer 2015
Local Report 28
Source: The Consumer Barometer Survey 2015
Question: Did people do any online or offline research prior to their recent
purchase?
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
The Online Customer Journey
73%
Online research
17%
Online purchase
56%
Offline purchase
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Consumer behavior in different ages
Source: The Consumer Barometer Survey 2015
Question: Did people research or purchase their product online or offline?
Base: Internet users (accessing via computer tablet or smartphone)
Under 25
25-34 years
35-44 years
45-54 years
Over 55 years
Research online
Purchase offline
Consumer Barometer 2015
Local Report
20%
17%
16%
19%
10%
60%
58%
50%
45%
44%
Research online
Purchase online
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Consumer behavior in various industries
Consumer Barometer 2015
Local Report 30
Source: The Consumer Barometer Survey 2015
Question: Did people research or purchase their product online or offline?
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories)
17% 17% 18% 18%
63%
2%
23%
6% 18% 17%
75%
68%
36%
61%
32%
46%
61%
51%
62%
54%
Car Insurance Cinema Tickets Clothing &
Footwear
Do It Yourself Flights
(Leisure)
Groceries Ground Travel Hair Care Home
Appliances
Home
Furnishings
Research online, purchase online Research online, purchase offline
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Consumer behavior in various industries (continued)
Consumer Barometer 2015
Local Report 31
Source: The Consumer Barometer Survey 2015
Question: Did people research or purchase their product online or offline?
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories)
35%
14% 13%
20%
48%
11%
17% 4%
9%
6%
50%
71%
61% 63%
26%
68%
57% 60%
71%
56%
Hotels Laptop Make-up Mobile
Phones
Music Personal
Loan
Real Estate Restaurants Television Vitamins &
OTC
Research online, purchase online
Research online, purchase offline
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Easy to find, easy of purchase!
Consumer Barometer 2015
Local Report 32
Source: The Consumer Barometer Survey 2015
Question: How many brands were considered before purchase?
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories)
5 out of 10
of the consumers
only consider 1-2 brands
before purchase
…which makes it crucial for the brands to be top of mind
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Consumer Barometer 2015
Local Report 33
The Local Shopper
The consumer purchase journey and the role of the internet for
local business
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Local Behavior
Consumer Barometer 2015
Local Report 34
How does people research for local businesses?
66%
Researched locally
a day or less before
visiting.
… and 75% only consider 1-3
local businesses before deciding
where to buy.
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Searched for information about local business(es) in the past month
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Local Shoppers research practical information
Consumer Barometer 2015
Local Report 35
28%
66%
50% Promotions
What information do people look for?
Business hours
Prices
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Searched for information about local business(es) in the past month
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Smartphones and local business
Consumer Barometer 2015
Local Report 36
5 out of 10* use a smartphone when looking for local information
Source: The Consumer Barometer Survey 2015
*54%
Base: Internet users (accessing via computer tablet or smartphone) |
Searched for information about local business(es) in the past month
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Consumer Barometer 2015
Local Report 37
The international Shopper
The consumer purchase journey and the role of online for
international purchases
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How big is international purchase?
Consumer Barometer 2015
Local Report 38
Half of the consumers
have made an
international purchase 26%
19%
28%
23%
Beautyandhealth Books,CDs,DVDsor
games
Clothing,accessoriesand
footwear
ComputerHardware
Which products do people purchase in other countries?
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) | Ever
purchased a product / service online from abroad
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Why do people purchase products online from foreign
countries?
Consumer Barometer 2015
Local Report 39
Expect more expensive
delivery prices26%
3838%
54%
shop in foregin countries
to get a better quality
products
Source: The Consumer Barometer Survey 2015
Why did people purchase products online from foreign countries?
Base: Internet users (accessing via computer tablet or smartphone) | Ever
purchased a product / service online from abroad
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Challenges of international purchase
Consumer Barometer 2015
Local Report 40
Most consumers have made an international puchase, but some issues ouccur
5 out of 10 experience issues
concerning the website usability
A common issue is
that delivery time is too long
39%
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) | Ever
purchased a product / service online from abroad
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Consumer Barometer 2015
Local Report 41
The Smart Shopper – Car insurance
The consumer purchase journey and the role of the internet in
making their last purchase decision
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Car insurance: Highlights
Consumer Barometer 2015
Local Report 42
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
63%
34%
61%
Compared
choices
Got ideas Look for
opinions
75%
Researched online before
purchasing offline
How did people use the Internet to
help make their purchase decision?
The consumers compare
insurance policies online
Online research has a
substantial impact on
offline purchases
Search engines are a
key driver in online purchase
Did people research or purchase
their product online or offline?
What online sources did people
use to make a purchase decision?
56%
29%
86%
21%
Brand
websites
Retailer
websites
Search
Engine
Price
Comparison
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Car insurance: Highlights
Consumer Barometer 2015
Local Report 43
70% are encountering
issues accessing
websites via smartphone*
How often do people encounter
issues accessing websites via smartphone?
37%
People will try to find another
website that works better
on their smartphone*
What do people do after encountering issues
accessing websites via smartphone?
Which devices did people
use for product research?
More than half are using
their smartphone when
researching car insurance
53%
Source: The Consumer Barometer Survey 2015
*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair
Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile
Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC
Remedies
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Consumer Barometer 2015
Local Report 44
The Smart Shopper – Cinema tickets
The consumer purchase journey and the role of the internet in
making their last purchase decision
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Cinema tickets: Highlights
Consumer Barometer 2015
Local Report 45
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
17%
68%
Research online,
purchased online
Research online,
purchased offline
Did people research or purchase
their product online or offline?
Offline purchases
begin online
6 out of 10 of all
purchases are made
for a social gathering
What motivated people’s purchase?
Many consumers
buy cinema tickets online
Where did people make their purchase?
17%
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Cinema tickets: Highlights
Consumer Barometer 2015
Local Report 46
70% are encountering
issues accessing
websites via smartphone*
How often do people encounter
issues accessing websites via smartphone?
37%
People will try to find another
website that works better
on their smartphone*
What do people do after encountering issues
accessing websites via smartphone?
Which devices did people
use for product research?
44% are using
their smartphone when
researching for cinema tickets
Source: The Consumer Barometer Survey 2015
*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair
Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile
Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC
Remedies Base: Internet users (accessing via computer, tablet or smartphone) |
Find another website
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Consumer Barometer 2015
Local Report 47
The Smart Shopper – Clothing & footwear
The consumer purchase journey and the role of the internet in
making their last purchase decision
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Clothing & footwear: Highlights
Consumer Barometer 2015
Local Report 48
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
30%
81%
5%
Smartphone Computer Tablet
Which devices did people use for product research?
3 out of 10 the consumers use
a smartphone to research clothing & footwear
54%
Research online
The consumers research online
prior to purchase
What online or offline research did people
do prior to their recent purchase?
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Clothing & footwear: Highlights
Consumer Barometer 2015
Local Report 49
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
More than half purchase clothing
and footwear to meet
an urgent need
What motivated people's product purchase?
The consumers
research online and buy
offline afterwards
Did people research or purchase
their product online or offline?
36%
18% of the
consumers made their
latest purchase online
Where did people make their purchase?
52%
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Consumer Barometer 2015
Local Report 50
The Smart Shopper – Do it yourself
The consumer purchase journey and the role of the internet in
making their last purchase decision
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Do it yourself: Highlights
Consumer Barometer 2015
Local Report 51
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
78%
research online
prior to purchase
The internet has a
substantial impact on
purchase
Offline purchases begin online
What online or offline research did people
do prior to their recent purchase?
Did people research or purchase
their product online or offline?
18%
61%
16%
Research online /
Purchase online
Research online /
Purchase offline
Research offline /
Purchase online
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Do it yourself: Highlights
Consumer Barometer 2015
Local Report 52
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
46%
People make their purchase
because they had an
urgent need
What motivated people's
product purchase?
How did people use the Internet to
help make their purchase decision?
59% are using the internet for
comparing prices and products
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Consumer Barometer 2015
Local Report 53
The Smart Shopper – Flights (leisure)
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Flights (leisure): Highlights
Consumer Barometer 2015
Local Report 54
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
93%
7%
Used Not used
What online sources did people
use to make a purchase decision?
93% use search engines
when purchasing
flight tickets
Among the consumers
63%
buy flight tickets online
Where did people make their purchase?
#1
94% of the consumers
research flight tickets
online
What online or offline research did people
do prior to their recent purchase?
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Flights (leisure): Highlights
Consumer Barometer 2015
Local Report 55
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
69%
The consumers
compare flights online
Consumers use
airline websites to purchase
flight tickets
In which part(s) of the purchase process did
people use the Internet??
On what type of website did people
make their online purchase?
Did people research or purchase
their product online or offline?
89%
8%
Airline Travel Agent
63% of the
consumers only research
and purchase online
Compared choices
VN SLIDE
Consumer Barometer 2015
Local Report 56
The Smart Shopper – Groceries
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Groceries: Highlights
Consumer Barometer 2015
Local Report 57
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
61%
35%
Compared prices Get Locations
How did people use the Internet
to help make their purchase decision?
61% use the Internet
to compare prices
1 out of 4 buy
their groceries on offer
What motivated people's
product purchase?
In Vietnam the
consumers use a smartphone
for online research
Which devices did people
use for product research?
34%
VN SLIDE
Consumer Barometer 2015
Local Report 58
The Smart Shopper – Ground Travel
The consumer purchase journey and the role of the internet in
making their last purchase decision
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Ground travel: Highlights
Consumer Barometer 2015
Local Report 59
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
What online sources did people
use to make a purchase decision?
8 out of 10 of the
consumers use search engines
for their purchase decision
9 out of 10 research online
prior to
purchase
What online or offline research did people
do prior to their recent purchase?
61% of people both
research online before
purchasing offline
Did people research or purchase their
product online or offline?
83%
VN SLIDE
Consumer Barometer 2015
Local Report 60
The Smart Shopper – Hair Care
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Hair Care: Highlights
Consumer Barometer 2015
Local Report 61
…but 58% research online
before making a purchase
Did people research or purchase their
product online or offline?
60%
The consumers use
the internet to compare
products and prices
How did people use the Internet to
help make their purchase decision?
How many brands did people consider
before product purchase?
24% only consider
one brand prior
to purchase
Source: The Consumer Barometer Survey 2015
*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair
Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile
Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC
Remedies
Used the internet to make
comparisons
VN SLIDE
Consumer Barometer 2015
Local Report 62
The Smart Shopper – Home appliances
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Home appliances: Highlights
Consumer Barometer 2015
Local Report 63
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
2 out of 10 purchases home appliances online
Where did people make their purchase?
The consumers compare products,
prices and features online
before purchase
How did people use the Internet to
help make their purchase decision?
82%
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Home appliances: Highlights
Consumer Barometer 2015
Local Report 64
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
What motivated people's
product purchase?
8 out of 10 consumers buy home
appliances based on a urgent need
The consumers
research their purchased
products online
What online or offline research did people
do prior to their recent purchase?
Online determines offline!
62% researched online
before purchasing offline
Did people research or purchase
their product online or offline?
80%
research online
prior to purchase
VN SLIDE
Consumer Barometer 2015
Local Report 65
The Smart Shopper – Home furnishings
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Home furnishings: Highlights
Consumer Barometer 2015
Local Report 66
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
71%
The consumers’
purchases were driven
by online research
What online or offline research did people
do prior to their recent purchase?
Did people research or purchase their product online or offline?
Online research effect both online and offline sales
17%
54%
Research online,
purchase online
Research online,
purchase offline
research online
prior to purchase
VN SLIDE
Consumer Barometer 2015
Local Report 67
The Smart Shopper – Hotel (leisure)
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Hotels (leisure): Highlights
Consumer Barometer 2015
Local Report 68
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
How did people use the Internet to
help make their purchase decision?
87% research hotels
online before purchase
Did people do any online or offline
research prior to their recent purchase?
87%
1 out of 3 purchases
their hotel stay online
Where did people make
their purchase?
….but what online research
are the consumers doing?
27%
68%
44%
Watch online
video
Compared
choices
Looked up
reviews
VN SLIDE
Hotels (leisure): Highlights
Consumer Barometer 2015
Local Report 69
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
50%
Half the consumers
research online
prior to offline purchase
Did people research or purchase
their product online or offline?
On what type of website did people
make their online purchase?
Hotel chain websites
is the most popular place
to purchase hotel stays
29% 28% 26%
Hotel chain Price comparison
websites
Travel Agent
VN SLIDE
Consumer Barometer 2015
Local Report 70
The Smart Shopper – Laptops
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Laptops: Highlights
Consumer Barometer 2015
Local Report 71
…but 84% research online
before making a purchase
Did people research or purchase their
product online or offline?
55%
And over half use
smartphone for doing
online research
Which devices did people use
for product research?
What motivated people’s purchase?
29% of the consumers
purchase their laptop
on promotion
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on
a recent purchase (in select categories) | Researched online
VN SLIDE
Consumer Barometer 2015
Local Report 72
The Smart Shopper – Make-up
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Make-up: Highlights
Consumer Barometer 2015
Local Report 73
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
74%
Consumers research online
prior purchase
What online or offline research did people
do prior to their recent purchase?
Did people research or purchase
their product online or offline?
61% of the consumers who makes a
purchase in a store research online
prior to purchase
13%
61%
Research
online/purchase
online
Research
online/purchase
offline
24% of the consumers
purchase on promotion
What motivated people’s purchase?
Did online research before
making a purchase
VN SLIDE
Make-up: Highlights
Consumer Barometer 2015
Local Report 74
70% are encountering
issues accessing
websites via smartphone*
How often do people encounter
issues accessing websites via smartphone?
Many will try to find another
website that works better
on their smartphone*
What do people do after encountering issues
accessing websites via smartphone?
42% are researching for
make-up on their
smartphone
Which devices did people
use for product research?
42% 37%
Source: The Consumer Barometer Survey 2015
*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair
Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile
Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC
Remedies
VN SLIDE
Consumer Barometer 2015
Local Report 75
The Smart Shopper – Mobile phones
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Mobile phones: Highlights
Consumer Barometer 2015
Local Report 76
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
Online research
is big
63%
Offline sales begin online
Did people research or purchase their
product online or offline?
82% are influenced by
search engines when
making a purchase decision
What online sources did people use
to make a purchase decision?
What online or offline research did people do
prior to their recent purchase?
73%
91%
Online Offline
Did online research before
making a purchase offline
VN SLIDE
Mobile phones: Highlights
Consumer Barometer 2015
Local Report 77
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
26% are researching
using their smartphone
Which devices did people use
for product research?
23% are buying their
mobile phones on a
suparmarket website
On what type of website did people
make their online purchase?
23
13
44
20
Supermarket Retailer Other Auction
%
VN SLIDE
Consumer Barometer 2015
Local Report 78
The Smart Shopper – Music
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Music: Highlights
Consumer Barometer 2015
Local Report 79
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
74% research online
before purchasing
music
What online or offline research did people
do prior to their recent purchase.?
53%
5 out of 10 use a
smartphone for doing
online research
Which devices did people use
for product research?
Where did people make their purchase?
53% of the
consumers are purchasing
music online.
VN SLIDE
Consumer Barometer 2015
Local Report 80
The Smart Shopper – Personal Loan
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Personal Loan: Highlights
Consumer Barometer 2015
Local Report 81
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
…and 75% do so via
a search engine
What online sources did people
use to make a purchase decision?
79%
…while 1 out of 10 end up making
their purchase online
Where did people make their purchase?What online or offline research did people
do prior to their recent purchase?
The consumers
research online
prior to taking out a loan
Research online
VN SLIDE
Consumer Barometer 2015
Local Report 82
The Smart Shopper – Real Estate
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Real Estate: Highlights
Consumer Barometer 2015
Local Report 83
Source: The Consumer Barometer Survey 2015’
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
57% use a smartphone
for online research
76%
57% of offline real estate
sales begin online
Which devices did people use
for product research?
What online or offline research did people
do prior to their recent purchase?
The consumers
research online
prior to purchasing real estate
Did people research or purchase
their product online or offline?
Research real estate online
prior to purchase
VN SLIDE
Consumer Barometer 2015
Local Report 84
The Smart Shopper – Restaurants
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Restaurants: Highlights
Consumer Barometer 2015
Local Report 85
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
50% use a smartphone
for online research
39%
63% of all sales are
driven by online
research
Which devices did people use
for product research?
What motivated people’s purchase?
Restaurant guests
are often motived by
a promotion/discount
What online or offline research did people
do prior to their recent purchase?
VN SLIDE
Consumer Barometer 2015
Local Report 86
The Smart Shopper – Television
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Television: Highlights
Consumer Barometer 2015
Local Report 87
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
The consumers use
a search engine when making
their purchase decision
What online sources did people
use to make a purchase decision?
79%
21%
Used Not used
45% of the consumers
use a smartphone for
online research
Which devices did people use
for product research?
VN SLIDE
Television: Highlights
Consumer Barometer 2015
Local Report 88
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
39%
38%
23%
Supermarket Electronics Retailer Others
71%
Researched online before
purchasing offline
Online research has a
substantial impact on
offline purchase
The consumers use
a variety of websites
for their online purchases
Did people research or purchase
their product online or offline?
On what type of website did people
make their online purchase?
20% bought their
latest TV-set on promotion
What motivated people's product purchase?
VN SLIDE
Consumer Barometer 2015
Local Report 89
The Smart Shopper – Vitamins & OTC remedies
The consumer purchase journey and the role of the internet in
making their last purchase decision
VN SLIDE
Vitamins & OTC remedies: Highlights
Consumer Barometer 2015
Local Report 90
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
53%
40% researches just
moments before
Making their purchase
When did people start researching
their product purchase?
In which part(s) of the purchase
process did people use the Internet?
Consumers use the internet
to compare prices
and products
Compare products/prices online
to make a purchase decision
62% use the internet
for research
What online or offline research did people do
prior to their recent purchase?
VN SLIDE
The Smart Viewer
Provides insight into people's recent online video use across
different devices.
Consumer Barometer 2015
Local Report 91
VN SLIDE
The Smart Viewer is a Mobile Viewer
Consumer Barometer 2015
Local Report 92
Source: The Connected Consumer Survey 2015
*At least once a month
Base: Internet users (accessing via smartphone)
9 out of 10
consumers
are watching online video
on their smartphones*
VN SLIDE
The users watch online video at home and alone
Consumer Barometer 2015
Local Report 93
89%
of the consumers are watching
online video at home
6 out of 10 watch online video alone
Source: The Connected Consumer Survey 2015
*Question: With how many people did you watch video in the last week?
Base: Internet users (accessing via computer, tablet or smartphone) |
Watched online video in the past week | Answering based on a recent
online video session
VN SLIDE
Why are we watching online video?
Consumer Barometer 2015
Local Report 94
67%
65%
46%
41%
30%
To relax
To be entertained
To learn
To pursue a
hobby
Find product
information 7 out of 10 of
the consumers
are watching
videos because
they want to relax
What motivated people to watch online videos in the last week?
Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Watched online video in the past week | Answering based on a recent
online video session
VN SLIDE
Tomorrow’s TV is Online
Consumer Barometer 2015
Local Report 95
Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Watched online video in the past week | Answering based on a recent
online video session
78%
Of the users are watching
Online video every week
What are the users watching?
57%
are watching
music videos
28%
are watching
sport
22%
are watching
gaming videos
VN SLIDE
Long videos in the evening
Consumer Barometer 2015
Local Report 96
Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Watched online video in the past week | Answering based on a recent
online video session weekday
How long were the online videos
people watched in the last week?
10:00
47% of the consumers
watch videos that are
10 minutes or longer
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
First thing in
the morning
Morning Lunchtime Afternoon Evening Last thing in
the evening
Most people are watching online video in the evening
At what time did people watch online video
in the last week on a weekday?
VN SLIDE
The Smart Viewer is a Focused Viewer
Consumer Barometer 2015
Local Report 97
5 out 10
watch online video content related
to their surroundings
68%
are focused when
watching online video
Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) |
Watched online video in the past week | Answering based on a recent
online video session
VN SLIDE
Methodology
Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer
questionnaire, which is focused on the adult online population and Connected Consumer
Study, which seeks to enumerate the total adult population and is used to weight the Consumer
Barometer results.
Consumer Barometer 2015
Local Report 98
VN SLIDE 99
Consumer Barometer 2015
Local Report
Consumer Barometer 2015
Methodology
Connected Consumer Survey
Population
o Target population: total population (online & offline) 16+ in each country surveyed except:
• 18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan
Sampling
o Random sampling aimed to be representative of the total population ages 16+ in all countries.
o Sample size: n=1,000 in each country surveyed (except India, where n=4,000)
Survey administration
o Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI).
o Questionnaires were administered in local language(s) for all countries surveyed
o Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews.
Weighting
o Data was weighted according to local Census data
Timing
o Enumeration surveys were administered between in Q1 2014 and 2015.
VN SLIDE 100
Consumer Barometer 2015
Local Report
Consumer Barometer 2015
Methodology
Consumer Barometer Survey
Population
Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products from
the product list. Depending on the country we focused on the population 16+ except:
• Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan
Sampling
o Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries
o Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and
smartphone usage to ensure local representativness for the online population
Survey administration
o Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews
o Questionnaires were administered in local language(s) for all countries surveyed
o Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries
Weighting
o The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted
Timing
o Consumer Barometer surveys were administered in 2014 and 2015.
VN SLIDE
CONTACTS:
THANK YOU!
101

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Báo cáo hành vi người tiêu dùng trên internet ở Việt Nam -2015

  • 2. VN SLIDE Table of Content Where to find what Consumer Barometer 2015 Local Report 2 The Multiscreen World - Internet usage 06-10 - Devices 11-15 The Smart Shopper - Research behavior 16-27 - Purchase behavior 28-33 - Local shopper 34-36 - International 37-40 - Industries 41-90 The Smart Viewer - Online Video 91-97
  • 3. VN SLIDE 3 Consumer Barometer 2015 Local Report What is the Consumer Barometer? The Consumer Barometer 2015 is a tool to help you understand how people use the internet.
  • 4. VN SLIDE Executive Summary The Top 3 Trends that define Vietnam Consumer Barometer 2015 Local Report 4
  • 5. VN SLIDE The 3 Trends in Vietnam Consumer Barometer 2015 Local Report 5 The future is mobile The Vietnamese use a variety of devices with smartphone being the most popular. 1 out of 3 people are using their smartphone while watching TV, and they are looking at unrelated content. Todays shopper is an online shopper Many purchases are online today, but online research is also a key driver in offline purchases. Consumers use a variety of devices, meaning that advertisers can’t just rely on computer ads, but also need to focus on mobile. Millions of online video views More than 6 out of 10 young people are watching online video every day! Most consumers use online video to relax, but 50% actively want to learn something.
  • 6. VN SLIDE The Online and Multiscreen World Quantify and understand internet usage and attitudes across various devices.
  • 7. VN SLIDE Where are the consumers? Online! Consumer Barometer 2015 Local Report 7 8 out of 10 Source: The Connected Consumer Survey 2015 Question: How often do people go online (for personal Internet usage)? Base: Internet users (accessing via computer tablet or smartphone) of the Vietnamese consumers are online at least once a day
  • 8. VN SLIDE 78 18 3 Daily Weekly Monthly or less Vietnam is online Consumer Barometer 2015 Local Report 8 Especially consumers under 34 years old are online often Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) How often do you go online? (%) 89% 87% 77% 54% 54% 11% 13% 23% 46% 46% Under 25 25-34 35-44 45-54 Over 55 Yes No Do you go online every day?
  • 9. VN SLIDE Why do people go online? Consumer Barometer 2015 Local Report 9 The consumers go online for personal reasons and to look for information Source: The Connected Consumer Survey 2015 *Question asked: To what extent do you agree or disagree with the following statements? Please evaluate each of the following statements on a scale from 1 – strongly agree to 5 –strongly disagree. Base: Internet users (accessing via computer tablet or smartphone) 71% use the internet for personal reasons Consumers state that the internet is the first place they look for information* 77%
  • 10. VN SLIDE People are even online when they’re watching TV Consumer Barometer 2015 Local Report 10 The consumers are online while watching TV Source: The Connected Consumer Survey 2015 Question: Do people go online on their devices while watching TV? Base: Internet users (accessing via computer tablet or smartphone) | TV Viewers | Use Internet in Parallel to TV 13% 90% 9% Computer Smartphone Tablet Which devices do people use to go online while watching TV (%) Use devices to go online while watching TV 36%
  • 11. VN SLIDE Vietnam has more screens than ever Consumer Barometer 2015 Local Report 11 There are 1,4 devices connected to the internet pr. person in Vietnam in 2015. This is a 75% growth from 2013 Source: The Connected Consumer Survey 2015 1,4devices pr. person {
  • 12. VN SLIDE 55% are smartphone users Consumer Barometer 2015 Local Report 12 Source: The Connected Consumer Survey 2015 Base: total online and offline population Tablet Smartphone Computer Which devices do people use? 12% 55% 46%
  • 13. VN SLIDE How does Vietnam compare? Consumer Barometer 2015 Local Report 13 Source: The Connected Consumer Survey 2015 Base: total online and offline population 63% Which devices do people use? Of the consumers in Asia use a smartphone More than half of the consumers under 44 use a smartphone 76% 70% 57% 34% 19% Under 25 years 25 - 34 years 35 - 44 years 45-54 years 55 and over How does the demographics look? Smartphone usage rate
  • 14. VN SLIDE How do people use their smartphone? Consumer Barometer 2015 Local Report 14 Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) 56% 59% 23% 28% 54% 6% 23% 13% 43% Use search engines Visit social networks Check email Play games Watch online videos Purchase products / services Look for product information Look up maps and directions Listen to music What online activities do people do on their smartphones at least weekly?
  • 15. VN SLIDE Search is mobile Consumer Barometer 2015 Local Report 15 6 out of 10 are using search engines via smartphones at least weekly …making it crucial for businesses to think mobile. Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone)
  • 16. VN SLIDE The Smart Shopper Focuses on the consumer purchase journey and the role of the Internet in making purchase decisions. Consumer Barometer 2015 Local Report 16
  • 17. VN SLIDE 3 out of 4 go online when researching products Consumer Barometer 2015 Local Report 17 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) are researching online only 73% 91% Online Offline Did people do any online or offline research prior to their recent purchase? 5%
  • 18. VN SLIDE In which industries are consumers researching online? Consumer Barometer 2015 Local Report 18 Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) Flight Tickets Home appliances Car Insurances Cinema Tickets Clothing & Footwear Do it yourself Groceries Ground Travels Hair Care Home Furnishings
  • 19. VN SLIDE In which industries are consumers researching online? (continued) Consumer Barometer 2015 Local Report 19 * Over-the-counter remedies Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) Make-up Music Vitamins & OTC Remedies*Televisions Hotel Stays Laptops Mobile Phones Personal Loans Real Estate Restaurants
  • 20. VN SLIDE How are people researching? Consumer Barometer 2015 Local Report 20 Source: The Consumer Barometer Survey 2015 *found where to buy/found location/made contact Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) 51% 66% 50% 52% Looked for early inspiration Compared choices online Sought advice online Prepared for immediate purchase* In which part(s) of the purchase process did people use the Internet? The consumers use the internet to compare choices prior to purchase What online sources did people use to make a purchase decision? 36% 28% 70% Brand websites Retailer websites Search Engine
  • 21. VN SLIDE Online advertising and research is essential Consumer Barometer 2015 Local Report 21 For 37% of the consumers online is the first source of product awareness during pre-purchase research. 40% 25% 13% 12% 10% How did people first hear about the product/offer they bought? Previous experience Other people Research Advertising Other What specific source informed people who first learned of their purchased product via product research? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
  • 22. VN SLIDE Research leading to a purchase Consumer Barometer 2015 Local Report 22 Search engines are essential in the purchase decision 70% Use a search engine to get informed before making a purchase. 36% 28% 70% 26% 17% 12% 11% Brand websites Retailer websites Search engine Social networks Online video sites Advice sites Price comparison sites Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
  • 23. VN SLIDE Consumer Barometer 2015 Local Report 23 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online Smartphones and product research 23 Which devices did people use for product research? (Smartphone) Under 25 years 25-34 years 35-44 years 45-54 years 55 and over 44% 47% 45% 32% 35%
  • 24. VN SLIDE Smartphone users are online users Consumer Barometer 2015 Local Report 24 Smartphone users are more likely to purchase or research products online 1. Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) 78% 65% Smartphone Users Smartphone Non-Users Do you research or purchase online?
  • 25. VN SLIDE How are smartphones used for online research? Consumer Barometer 2015 Local Report 25 In which part(s) of the purchase process did people use a smartphone? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online on a smartphone 42% 43% 47% 42% Looked for early inspiration Compared choices online Sought advice online Prepared for immediate purchase
  • 26. VN SLIDE People are going mobile, but some issues occur Consumer Barometer 2015 Local Report 26 70% are experiencing issues when accessing websites via their smartphone And 37% find another website that works better on smartphone Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via smartphone) | Encountered difficulties accessing websites via smartphone
  • 27. VN SLIDE 19% 81% Online* Offline/other 19% shop online Consumer Barometer 2015 Local Report 27 Where did people make their purchase? Source: The Consumer Barometer Survey 2015 *Online/Email Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
  • 28. VN SLIDE Consumer Barometer 2015 Local Report 28 Source: The Consumer Barometer Survey 2015 Question: Did people do any online or offline research prior to their recent purchase? Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) The Online Customer Journey 73% Online research 17% Online purchase 56% Offline purchase
  • 29. VN SLIDE Consumer behavior in different ages Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer tablet or smartphone) Under 25 25-34 years 35-44 years 45-54 years Over 55 years Research online Purchase offline Consumer Barometer 2015 Local Report 20% 17% 16% 19% 10% 60% 58% 50% 45% 44% Research online Purchase online
  • 30. VN SLIDE Consumer behavior in various industries Consumer Barometer 2015 Local Report 30 Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) 17% 17% 18% 18% 63% 2% 23% 6% 18% 17% 75% 68% 36% 61% 32% 46% 61% 51% 62% 54% Car Insurance Cinema Tickets Clothing & Footwear Do It Yourself Flights (Leisure) Groceries Ground Travel Hair Care Home Appliances Home Furnishings Research online, purchase online Research online, purchase offline
  • 31. VN SLIDE Consumer behavior in various industries (continued) Consumer Barometer 2015 Local Report 31 Source: The Consumer Barometer Survey 2015 Question: Did people research or purchase their product online or offline? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) 35% 14% 13% 20% 48% 11% 17% 4% 9% 6% 50% 71% 61% 63% 26% 68% 57% 60% 71% 56% Hotels Laptop Make-up Mobile Phones Music Personal Loan Real Estate Restaurants Television Vitamins & OTC Research online, purchase online Research online, purchase offline
  • 32. VN SLIDE Easy to find, easy of purchase! Consumer Barometer 2015 Local Report 32 Source: The Consumer Barometer Survey 2015 Question: How many brands were considered before purchase? Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) 5 out of 10 of the consumers only consider 1-2 brands before purchase …which makes it crucial for the brands to be top of mind
  • 33. VN SLIDE Consumer Barometer 2015 Local Report 33 The Local Shopper The consumer purchase journey and the role of the internet for local business
  • 34. VN SLIDE Local Behavior Consumer Barometer 2015 Local Report 34 How does people research for local businesses? 66% Researched locally a day or less before visiting. … and 75% only consider 1-3 local businesses before deciding where to buy. Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
  • 35. VN SLIDE Local Shoppers research practical information Consumer Barometer 2015 Local Report 35 28% 66% 50% Promotions What information do people look for? Business hours Prices Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
  • 36. VN SLIDE Smartphones and local business Consumer Barometer 2015 Local Report 36 5 out of 10* use a smartphone when looking for local information Source: The Consumer Barometer Survey 2015 *54% Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
  • 37. VN SLIDE Consumer Barometer 2015 Local Report 37 The international Shopper The consumer purchase journey and the role of online for international purchases
  • 38. VN SLIDE How big is international purchase? Consumer Barometer 2015 Local Report 38 Half of the consumers have made an international purchase 26% 19% 28% 23% Beautyandhealth Books,CDs,DVDsor games Clothing,accessoriesand footwear ComputerHardware Which products do people purchase in other countries? Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
  • 39. VN SLIDE Why do people purchase products online from foreign countries? Consumer Barometer 2015 Local Report 39 Expect more expensive delivery prices26% 3838% 54% shop in foregin countries to get a better quality products Source: The Consumer Barometer Survey 2015 Why did people purchase products online from foreign countries? Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
  • 40. VN SLIDE Challenges of international purchase Consumer Barometer 2015 Local Report 40 Most consumers have made an international puchase, but some issues ouccur 5 out of 10 experience issues concerning the website usability A common issue is that delivery time is too long 39% Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
  • 41. VN SLIDE Consumer Barometer 2015 Local Report 41 The Smart Shopper – Car insurance The consumer purchase journey and the role of the internet in making their last purchase decision
  • 42. VN SLIDE Car insurance: Highlights Consumer Barometer 2015 Local Report 42 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 63% 34% 61% Compared choices Got ideas Look for opinions 75% Researched online before purchasing offline How did people use the Internet to help make their purchase decision? The consumers compare insurance policies online Online research has a substantial impact on offline purchases Search engines are a key driver in online purchase Did people research or purchase their product online or offline? What online sources did people use to make a purchase decision? 56% 29% 86% 21% Brand websites Retailer websites Search Engine Price Comparison
  • 43. VN SLIDE Car insurance: Highlights Consumer Barometer 2015 Local Report 43 70% are encountering issues accessing websites via smartphone* How often do people encounter issues accessing websites via smartphone? 37% People will try to find another website that works better on their smartphone* What do people do after encountering issues accessing websites via smartphone? Which devices did people use for product research? More than half are using their smartphone when researching car insurance 53% Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies
  • 44. VN SLIDE Consumer Barometer 2015 Local Report 44 The Smart Shopper – Cinema tickets The consumer purchase journey and the role of the internet in making their last purchase decision
  • 45. VN SLIDE Cinema tickets: Highlights Consumer Barometer 2015 Local Report 45 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 17% 68% Research online, purchased online Research online, purchased offline Did people research or purchase their product online or offline? Offline purchases begin online 6 out of 10 of all purchases are made for a social gathering What motivated people’s purchase? Many consumers buy cinema tickets online Where did people make their purchase? 17%
  • 46. VN SLIDE Cinema tickets: Highlights Consumer Barometer 2015 Local Report 46 70% are encountering issues accessing websites via smartphone* How often do people encounter issues accessing websites via smartphone? 37% People will try to find another website that works better on their smartphone* What do people do after encountering issues accessing websites via smartphone? Which devices did people use for product research? 44% are using their smartphone when researching for cinema tickets Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Base: Internet users (accessing via computer, tablet or smartphone) | Find another website
  • 47. VN SLIDE Consumer Barometer 2015 Local Report 47 The Smart Shopper – Clothing & footwear The consumer purchase journey and the role of the internet in making their last purchase decision
  • 48. VN SLIDE Clothing & footwear: Highlights Consumer Barometer 2015 Local Report 48 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 30% 81% 5% Smartphone Computer Tablet Which devices did people use for product research? 3 out of 10 the consumers use a smartphone to research clothing & footwear 54% Research online The consumers research online prior to purchase What online or offline research did people do prior to their recent purchase?
  • 49. VN SLIDE Clothing & footwear: Highlights Consumer Barometer 2015 Local Report 49 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online More than half purchase clothing and footwear to meet an urgent need What motivated people's product purchase? The consumers research online and buy offline afterwards Did people research or purchase their product online or offline? 36% 18% of the consumers made their latest purchase online Where did people make their purchase? 52%
  • 50. VN SLIDE Consumer Barometer 2015 Local Report 50 The Smart Shopper – Do it yourself The consumer purchase journey and the role of the internet in making their last purchase decision
  • 51. VN SLIDE Do it yourself: Highlights Consumer Barometer 2015 Local Report 51 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 78% research online prior to purchase The internet has a substantial impact on purchase Offline purchases begin online What online or offline research did people do prior to their recent purchase? Did people research or purchase their product online or offline? 18% 61% 16% Research online / Purchase online Research online / Purchase offline Research offline / Purchase online
  • 52. VN SLIDE Do it yourself: Highlights Consumer Barometer 2015 Local Report 52 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 46% People make their purchase because they had an urgent need What motivated people's product purchase? How did people use the Internet to help make their purchase decision? 59% are using the internet for comparing prices and products
  • 53. VN SLIDE Consumer Barometer 2015 Local Report 53 The Smart Shopper – Flights (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision
  • 54. VN SLIDE Flights (leisure): Highlights Consumer Barometer 2015 Local Report 54 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 93% 7% Used Not used What online sources did people use to make a purchase decision? 93% use search engines when purchasing flight tickets Among the consumers 63% buy flight tickets online Where did people make their purchase? #1 94% of the consumers research flight tickets online What online or offline research did people do prior to their recent purchase?
  • 55. VN SLIDE Flights (leisure): Highlights Consumer Barometer 2015 Local Report 55 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 69% The consumers compare flights online Consumers use airline websites to purchase flight tickets In which part(s) of the purchase process did people use the Internet?? On what type of website did people make their online purchase? Did people research or purchase their product online or offline? 89% 8% Airline Travel Agent 63% of the consumers only research and purchase online Compared choices
  • 56. VN SLIDE Consumer Barometer 2015 Local Report 56 The Smart Shopper – Groceries The consumer purchase journey and the role of the internet in making their last purchase decision
  • 57. VN SLIDE Groceries: Highlights Consumer Barometer 2015 Local Report 57 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 61% 35% Compared prices Get Locations How did people use the Internet to help make their purchase decision? 61% use the Internet to compare prices 1 out of 4 buy their groceries on offer What motivated people's product purchase? In Vietnam the consumers use a smartphone for online research Which devices did people use for product research? 34%
  • 58. VN SLIDE Consumer Barometer 2015 Local Report 58 The Smart Shopper – Ground Travel The consumer purchase journey and the role of the internet in making their last purchase decision
  • 59. VN SLIDE Ground travel: Highlights Consumer Barometer 2015 Local Report 59 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online What online sources did people use to make a purchase decision? 8 out of 10 of the consumers use search engines for their purchase decision 9 out of 10 research online prior to purchase What online or offline research did people do prior to their recent purchase? 61% of people both research online before purchasing offline Did people research or purchase their product online or offline? 83%
  • 60. VN SLIDE Consumer Barometer 2015 Local Report 60 The Smart Shopper – Hair Care The consumer purchase journey and the role of the internet in making their last purchase decision
  • 61. VN SLIDE Hair Care: Highlights Consumer Barometer 2015 Local Report 61 …but 58% research online before making a purchase Did people research or purchase their product online or offline? 60% The consumers use the internet to compare products and prices How did people use the Internet to help make their purchase decision? How many brands did people consider before product purchase? 24% only consider one brand prior to purchase Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Used the internet to make comparisons
  • 62. VN SLIDE Consumer Barometer 2015 Local Report 62 The Smart Shopper – Home appliances The consumer purchase journey and the role of the internet in making their last purchase decision
  • 63. VN SLIDE Home appliances: Highlights Consumer Barometer 2015 Local Report 63 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 2 out of 10 purchases home appliances online Where did people make their purchase? The consumers compare products, prices and features online before purchase How did people use the Internet to help make their purchase decision? 82%
  • 64. VN SLIDE Home appliances: Highlights Consumer Barometer 2015 Local Report 64 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online What motivated people's product purchase? 8 out of 10 consumers buy home appliances based on a urgent need The consumers research their purchased products online What online or offline research did people do prior to their recent purchase? Online determines offline! 62% researched online before purchasing offline Did people research or purchase their product online or offline? 80% research online prior to purchase
  • 65. VN SLIDE Consumer Barometer 2015 Local Report 65 The Smart Shopper – Home furnishings The consumer purchase journey and the role of the internet in making their last purchase decision
  • 66. VN SLIDE Home furnishings: Highlights Consumer Barometer 2015 Local Report 66 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 71% The consumers’ purchases were driven by online research What online or offline research did people do prior to their recent purchase? Did people research or purchase their product online or offline? Online research effect both online and offline sales 17% 54% Research online, purchase online Research online, purchase offline research online prior to purchase
  • 67. VN SLIDE Consumer Barometer 2015 Local Report 67 The Smart Shopper – Hotel (leisure) The consumer purchase journey and the role of the internet in making their last purchase decision
  • 68. VN SLIDE Hotels (leisure): Highlights Consumer Barometer 2015 Local Report 68 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online How did people use the Internet to help make their purchase decision? 87% research hotels online before purchase Did people do any online or offline research prior to their recent purchase? 87% 1 out of 3 purchases their hotel stay online Where did people make their purchase? ….but what online research are the consumers doing? 27% 68% 44% Watch online video Compared choices Looked up reviews
  • 69. VN SLIDE Hotels (leisure): Highlights Consumer Barometer 2015 Local Report 69 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 50% Half the consumers research online prior to offline purchase Did people research or purchase their product online or offline? On what type of website did people make their online purchase? Hotel chain websites is the most popular place to purchase hotel stays 29% 28% 26% Hotel chain Price comparison websites Travel Agent
  • 70. VN SLIDE Consumer Barometer 2015 Local Report 70 The Smart Shopper – Laptops The consumer purchase journey and the role of the internet in making their last purchase decision
  • 71. VN SLIDE Laptops: Highlights Consumer Barometer 2015 Local Report 71 …but 84% research online before making a purchase Did people research or purchase their product online or offline? 55% And over half use smartphone for doing online research Which devices did people use for product research? What motivated people’s purchase? 29% of the consumers purchase their laptop on promotion Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online
  • 72. VN SLIDE Consumer Barometer 2015 Local Report 72 The Smart Shopper – Make-up The consumer purchase journey and the role of the internet in making their last purchase decision
  • 73. VN SLIDE Make-up: Highlights Consumer Barometer 2015 Local Report 73 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 74% Consumers research online prior purchase What online or offline research did people do prior to their recent purchase? Did people research or purchase their product online or offline? 61% of the consumers who makes a purchase in a store research online prior to purchase 13% 61% Research online/purchase online Research online/purchase offline 24% of the consumers purchase on promotion What motivated people’s purchase? Did online research before making a purchase
  • 74. VN SLIDE Make-up: Highlights Consumer Barometer 2015 Local Report 74 70% are encountering issues accessing websites via smartphone* How often do people encounter issues accessing websites via smartphone? Many will try to find another website that works better on their smartphone* What do people do after encountering issues accessing websites via smartphone? 42% are researching for make-up on their smartphone Which devices did people use for product research? 42% 37% Source: The Consumer Barometer Survey 2015 *Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies
  • 75. VN SLIDE Consumer Barometer 2015 Local Report 75 The Smart Shopper – Mobile phones The consumer purchase journey and the role of the internet in making their last purchase decision
  • 76. VN SLIDE Mobile phones: Highlights Consumer Barometer 2015 Local Report 76 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online Online research is big 63% Offline sales begin online Did people research or purchase their product online or offline? 82% are influenced by search engines when making a purchase decision What online sources did people use to make a purchase decision? What online or offline research did people do prior to their recent purchase? 73% 91% Online Offline Did online research before making a purchase offline
  • 77. VN SLIDE Mobile phones: Highlights Consumer Barometer 2015 Local Report 77 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 26% are researching using their smartphone Which devices did people use for product research? 23% are buying their mobile phones on a suparmarket website On what type of website did people make their online purchase? 23 13 44 20 Supermarket Retailer Other Auction %
  • 78. VN SLIDE Consumer Barometer 2015 Local Report 78 The Smart Shopper – Music The consumer purchase journey and the role of the internet in making their last purchase decision
  • 79. VN SLIDE Music: Highlights Consumer Barometer 2015 Local Report 79 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 74% research online before purchasing music What online or offline research did people do prior to their recent purchase.? 53% 5 out of 10 use a smartphone for doing online research Which devices did people use for product research? Where did people make their purchase? 53% of the consumers are purchasing music online.
  • 80. VN SLIDE Consumer Barometer 2015 Local Report 80 The Smart Shopper – Personal Loan The consumer purchase journey and the role of the internet in making their last purchase decision
  • 81. VN SLIDE Personal Loan: Highlights Consumer Barometer 2015 Local Report 81 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online …and 75% do so via a search engine What online sources did people use to make a purchase decision? 79% …while 1 out of 10 end up making their purchase online Where did people make their purchase?What online or offline research did people do prior to their recent purchase? The consumers research online prior to taking out a loan Research online
  • 82. VN SLIDE Consumer Barometer 2015 Local Report 82 The Smart Shopper – Real Estate The consumer purchase journey and the role of the internet in making their last purchase decision
  • 83. VN SLIDE Real Estate: Highlights Consumer Barometer 2015 Local Report 83 Source: The Consumer Barometer Survey 2015’ Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 57% use a smartphone for online research 76% 57% of offline real estate sales begin online Which devices did people use for product research? What online or offline research did people do prior to their recent purchase? The consumers research online prior to purchasing real estate Did people research or purchase their product online or offline? Research real estate online prior to purchase
  • 84. VN SLIDE Consumer Barometer 2015 Local Report 84 The Smart Shopper – Restaurants The consumer purchase journey and the role of the internet in making their last purchase decision
  • 85. VN SLIDE Restaurants: Highlights Consumer Barometer 2015 Local Report 85 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 50% use a smartphone for online research 39% 63% of all sales are driven by online research Which devices did people use for product research? What motivated people’s purchase? Restaurant guests are often motived by a promotion/discount What online or offline research did people do prior to their recent purchase?
  • 86. VN SLIDE Consumer Barometer 2015 Local Report 86 The Smart Shopper – Television The consumer purchase journey and the role of the internet in making their last purchase decision
  • 87. VN SLIDE Television: Highlights Consumer Barometer 2015 Local Report 87 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online The consumers use a search engine when making their purchase decision What online sources did people use to make a purchase decision? 79% 21% Used Not used 45% of the consumers use a smartphone for online research Which devices did people use for product research?
  • 88. VN SLIDE Television: Highlights Consumer Barometer 2015 Local Report 88 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 39% 38% 23% Supermarket Electronics Retailer Others 71% Researched online before purchasing offline Online research has a substantial impact on offline purchase The consumers use a variety of websites for their online purchases Did people research or purchase their product online or offline? On what type of website did people make their online purchase? 20% bought their latest TV-set on promotion What motivated people's product purchase?
  • 89. VN SLIDE Consumer Barometer 2015 Local Report 89 The Smart Shopper – Vitamins & OTC remedies The consumer purchase journey and the role of the internet in making their last purchase decision
  • 90. VN SLIDE Vitamins & OTC remedies: Highlights Consumer Barometer 2015 Local Report 90 Source: The Consumer Barometer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online 53% 40% researches just moments before Making their purchase When did people start researching their product purchase? In which part(s) of the purchase process did people use the Internet? Consumers use the internet to compare prices and products Compare products/prices online to make a purchase decision 62% use the internet for research What online or offline research did people do prior to their recent purchase?
  • 91. VN SLIDE The Smart Viewer Provides insight into people's recent online video use across different devices. Consumer Barometer 2015 Local Report 91
  • 92. VN SLIDE The Smart Viewer is a Mobile Viewer Consumer Barometer 2015 Local Report 92 Source: The Connected Consumer Survey 2015 *At least once a month Base: Internet users (accessing via smartphone) 9 out of 10 consumers are watching online video on their smartphones*
  • 93. VN SLIDE The users watch online video at home and alone Consumer Barometer 2015 Local Report 93 89% of the consumers are watching online video at home 6 out of 10 watch online video alone Source: The Connected Consumer Survey 2015 *Question: With how many people did you watch video in the last week? Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
  • 94. VN SLIDE Why are we watching online video? Consumer Barometer 2015 Local Report 94 67% 65% 46% 41% 30% To relax To be entertained To learn To pursue a hobby Find product information 7 out of 10 of the consumers are watching videos because they want to relax What motivated people to watch online videos in the last week? Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
  • 95. VN SLIDE Tomorrow’s TV is Online Consumer Barometer 2015 Local Report 95 Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session 78% Of the users are watching Online video every week What are the users watching? 57% are watching music videos 28% are watching sport 22% are watching gaming videos
  • 96. VN SLIDE Long videos in the evening Consumer Barometer 2015 Local Report 96 Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session weekday How long were the online videos people watched in the last week? 10:00 47% of the consumers watch videos that are 10 minutes or longer 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% First thing in the morning Morning Lunchtime Afternoon Evening Last thing in the evening Most people are watching online video in the evening At what time did people watch online video in the last week on a weekday?
  • 97. VN SLIDE The Smart Viewer is a Focused Viewer Consumer Barometer 2015 Local Report 97 5 out 10 watch online video content related to their surroundings 68% are focused when watching online video Source: The Connected Consumer Survey 2015 Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session
  • 98. VN SLIDE Methodology Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer questionnaire, which is focused on the adult online population and Connected Consumer Study, which seeks to enumerate the total adult population and is used to weight the Consumer Barometer results. Consumer Barometer 2015 Local Report 98
  • 99. VN SLIDE 99 Consumer Barometer 2015 Local Report Consumer Barometer 2015 Methodology Connected Consumer Survey Population o Target population: total population (online & offline) 16+ in each country surveyed except: • 18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan Sampling o Random sampling aimed to be representative of the total population ages 16+ in all countries. o Sample size: n=1,000 in each country surveyed (except India, where n=4,000) Survey administration o Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI). o Questionnaires were administered in local language(s) for all countries surveyed o Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews. Weighting o Data was weighted according to local Census data Timing o Enumeration surveys were administered between in Q1 2014 and 2015.
  • 100. VN SLIDE 100 Consumer Barometer 2015 Local Report Consumer Barometer 2015 Methodology Consumer Barometer Survey Population Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products from the product list. Depending on the country we focused on the population 16+ except: • Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan Sampling o Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries o Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and smartphone usage to ensure local representativness for the online population Survey administration o Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews o Questionnaires were administered in local language(s) for all countries surveyed o Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries Weighting o The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted Timing o Consumer Barometer surveys were administered in 2014 and 2015.