Vietnam's digital trends 2017

1. DIGITAL VIETNAM

2. 41
54
60
81
84
86
4
11
42
37
58
31
Smart TV
iPad /Tablet
Desktop
Laptop
Home WIFI
Smartphone
Digital Ownership
2013
2016
TREND 1: URBAN EXPLOSION OF DIGITAL
In a short four years, all that is smart / communications driven has exploded.
Consumers are craving connectivity / info / entertainment via personalized gadgets…

3. TREND 2: PURCHASING FOR SELF FULLFILLMENT “CONFIDENCE”
All things that give pleasure for work, rest and play are now key purchase items
82%
47%
42%
40%
14%
12%
7%
5%
Smartphone
Laptop
Motorbike
Smart TV
House
Apartment
New Car
Used car

4. TREND 3: SMARTPHONE CONVERGENCE AS EVERYTHING DEVICE
51 52 53 54 55
56
32
38 43
48
53
56
29
32
35
38
42
46
2015 2016 2017 2018 2019 2020
INTERNET
SMARTPHONE
PC
Vietnam embraces all things digital, as witnessed by past and forecasted growth.
In a short 4 years, Mobile looks to converge with all things digital at the key digital
platform in Vietnam
Millions of USERS
2020
62 Million

5. TREND 4: TV DOWN, MOBILE & SOCIAL AS KEY INFO SOURCE UP
Mobile as a source of Information, mixed with Social media, has seen the highest growth,
dictating a viral solution which should reach about almost a high percentage of audiences .
90%
33%
20%
44%
30%
Q1'15 Q3'15 Q2'16 Q4'16
TV Newspaper/Magazine
Social media (Facebook, YouTube) Mobile phone
Internet/Online
89%
65%
34%
TV

6. TREND 5: DIGITAL TIME CONSUMPTION UP
Most popular daily activity (%)
Major shift in consumers activities where 1/3rd of all free time is spend on devices in
both urban and rural Vietnam.
2%
9%
12%
21%
24%
27%
48%
57%
4%
9%
14%
20%
24%
18%
51%
60%Hanging out with family
Using Smart Phone
Going out with friends
Using Laptop / PC
Playing sports / exercise
Watching TV
Listening to music
Others

7. TREND 6: SOCIAL PLATFORMS AS KEY COMMUNITION MEANS
TOP SOCIAL PLATFORMS %
6
9
9
10
11
15
20
25
25
29
WHATSAPP
INSTARAM
TWITTER
LINE
VIBER
SKYPE
GOOGLE +
ZALO
FB MESSENGER
FACEBOOK
SOCIAL MESSENGER
USER PROFILE
35 million users in Vietnam
Anonymous communications, blogs
and marketing feedback
# 1watched channel
In Vietnam

8. TREND 7: ECOMMERCE PURCHASE BEHAVIOR FUNNEL BEHAVIOR
23%
32%
37%
45%
Purchase via SMARTPHONE
Purchase via PC
On-line Purchase
On-line Search
Very high correlation to search and purchase, over 60% urban have purchased in last
3 months
PAST 30 DAYS

9. KEY DIGITAL INSIGHTS
Smartphones are already the #1 digital device in urban
Vietnam, with rural to follow, thus communications and
marketing need to catch up to reality and will become the
number platform nation wide by 2020
Personal SELF FULLFILLMENT
driven by consumer
“CONFIDENCE” the and
convenience of digital is driving
purchasing as well as debt culture
1
3
2
We don’t even
know what is
does yet?
In Vietnam, Social
platforms have
become a daily
means of
communications
4
Digital is redefining
consumer product
awareness & shopping
behavior

10. 10
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