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Google internet usage report '15 vietnam

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Vietnam Digital Landscape 2015
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Google internet usage report '15 vietnam

  1. 1. VN Consumer Barometer Country Report – Vietnam
  2. 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. 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. 4. VN SLIDE Executive Summary The Top 3 Trends that define Vietnam Consumer Barometer 2015 Local Report 4
  5. 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. 6. VN SLIDE The Online and Multiscreen World Quantify and understand internet usage and attitudes across various devices.
  7. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 37. VN SLIDE The Smart Viewer Provides insight into people's recent online video use across different devices. Consumer Barometer 2015 Local Report 37
  38. 38. VN SLIDE The Smart Viewer is a Mobile Viewer Consumer Barometer 2015 Local Report 38 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*
  39. 39. VN SLIDE The users watch online video at home and alone Consumer Barometer 2015 Local Report 39 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
  40. 40. VN SLIDE Why are we watching online video? Consumer Barometer 2015 Local Report 40 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
  41. 41. VN SLIDE Tomorrow’s TV is Online Consumer Barometer 2015 Local Report 41 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
  42. 42. VN SLIDE Long videos in the evening Consumer Barometer 2015 Local Report 42 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?
  43. 43. VN SLIDE The Smart Viewer is a Focused Viewer Consumer Barometer 2015 Local Report 43 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
  44. 44. 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 44
  45. 45. VN SLIDE 45 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.
  46. 46. VN SLIDE CONTACTS: THANK YOU! 46

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