Vietnamese internet usage saw significant growth from 2000-2015, with internet users accounting for 48% of Vietnam's total population in 2015. Mobile networks also grew remarkably over this period. In 2015, smartphone and tablet use expanded greatly, changing how people consume media. Most Vietnamese internet users spend around 5 hours online via PC and 2.7 hours on mobile. Search behavior is dominated by Google, which 92% of users rely on. Social networking is very popular, especially on Facebook, while younger users favor Zing. Mobile internet and e-commerce are also hugely popular in Vietnam and on the rise. Regional differences exist with internet penetration higher in major cities versus other areas.

1. Vietnam Internet User’s Behavior
Q1/2016
MARCH, 2016

2. Content
Overview
Behavior in Search Network
Behavior in Social Network
Behavior in Mobile Network
Behavior in E-commerce
Behavior in Regional

3. 1. OVERVIEW

4. 4
INTERNET USERS
0.3%
4.0%
13.0%
17.6%
21.0%
24.5%
26.5%
30.8%
34.8%
39.3% 40.2%
43.8%
47.8%
0%
10%
20%
30%
40%
50%
60%
2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
With significant growth over years, in 2015 Internet Users account for 48% Vietnam Total PopulaSon
PERCENTAGE OF INTERNET USER OVER POPULATION
Source: Accumulated by Moore, 2015
Base: Total Popula<on

5. Besides the sharp increasing of Internet User, Mobile 3G remarked with meaning growth in 2015 compared with
2005. Mobile now has more power than ever.
5
CHANGES FROM 2005 TO 2015
82.4
12.9
0
92.0
43.9
29.3
0
10
20
30
40
50
60
70
80
90
100
POPULATION INTERNET USERS MOBILE 3G
Millions
VIETNAM CHANGES FROM 2005 TO 2015
2005
2015
Source: Accumulated by Moore, 2015

6. 4% 5%
36%
44%
93%
8%
12%
55%
46%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Internet TV Tablet Smartphone Computer Mobile Phone
“Moving screen” such as Smartphone and Tablet prove the highlight expansion from year to year,
in which remarkably change people’s behavior in Media consumpSon.
Source: Google, 2015
Base: Total Popula<on
6
2014 2015
52%
140%
100%
DEVICE PEOPLE USE
DEVICE USED IN 2014 AND 2015

7. 5.5
5.1
6.3
5.2 5.2
3.9
4.7
4.1
3.7
3.3 3.2
2.7 2.6
2.3
0
1
2
3
4
5
6
7
Thailand Malaysia Philippines Indonesia Vietnam China Singapore
PC - TSOI Mobile - TSOI
7
TIME SPENDING ON INTERNET (TSOI)
Source: GlobalWebIndex, Q4.2014
At average, Vietnam Internet User spends about 5.2h on PC and 2.7h on Mobile

8. 2. BEHAVIOR IN SEARCH NETWORK

9. 92%
Vietnamese Internet User use Google Search

10. Source: Google Barometer 2015

11. Source: Google Barometer 2015

12. Source: Google Barometer 2015

13. Source: Google Barometer 2015

14. Source: Google Barometer 2015

15. Source: Business to Community, 2016

16. Source: Business to Community, 2016

17. Source: Business to Community, 2016

18. Source: Business to Community, 2016

19. Source: Business to Community, 2016

20. 3. BEHAVIOR IN SOCIAL NETWORK

21. BEHAVIOR IN SOCIAL NETWORK
◦ Social networking is the most popular online
acSviSy amongst 15 to 24 year olds, with 97%
of internet users in this age range using social
media.
(source: Nielson)
◦ More than three quarter (79%) of Vietnam’s
internet users have “liked” or followed a
brand, company or celebrity on a social
networking site
(Source: Nielson)
◦ Vietnam’s largest social networking site is
Zing with 6.8 million users
(Source: we are social)

22. BEHAVIOR IN SOCIAL NETWORK
Who use Social Network?
13 - 17
19%
18 - 24
39%
25 - 34
30%
35 - 44
8%
45 - 65
4%
FACEBOOK USERS BY GENDER
Male
46%
Female
54%
FACEBOOK USERS BY AGE

23. BEHAVIOR IN SOCIAL NETWORK
Who use Social Network?
13-17
20%
18-24
54%
25-34
18%
35-44
5%
45-65
3%
Male
35%
Female
65%
750,000
Users

24. BEHAVIOR IN SOCIAL NETWORK
What do they do?
◦ Three quarters of VN’s internet users say they do
not mind receiving online ads as long as they are
relevant to their interests and needs
◦ 18% of online Vietnamese discuss and post their
own reviews about brands, products or service.
47% read other people’s comments
(source: Nielson)
Source: DI Marke<ng, 10/2015

25. BEHAVIOR IN SOCIAL NETWORK
What do they do?
Source: DI Marke<ng, 10/2015

26. BEHAVIOR IN SOCIAL NETWORK
What do they do?
Source: DI Marke<ng, 10/2015

27. BEHAVIOR IN SOCIAL NETWORK
What do they do?
Source: DI Marke<ng, 10/2015

28. BEHAVIOR IN SOCIAL NETWORK
What do they do?
Source: DI Marke<ng, 10/2015

29. BEHAVIOR IN SOCIAL NETWORK
What do they do?
Source: DI Marke<ng, 10/2015

30. BEHAVIOR IN SOCIAL NETWORK
What do they do?
Source: DI Marke<ng, 10/2015

31. BEHAVIOR IN SOCIAL NETWORK
What do they do?
Source: DI Marke<ng, 10/2015

32. BEHAVIOR IN SOCIAL NETWORK
What do they do?
Source: DI Marke<ng, 10/2015

33. 4. BEHAVIOR IN MOBILE

34. 4. BEHAVIOR IN MOBILE
Who they are?
76%
70%
57%
34%
19%
0% 20% 40% 60% 80%
Under 25
25 - 34
35 - 44
45 - 54
55 and over
SMARTPHONE USERS BY AGE
52%
48% MALE
FEMALE
SMARTPHONE USERS BY GENDER
Source: Nielsen, 2014; VSERV, 2013

35. 4. BEHAVIOR IN MOBILE
Who are the players?
Source: Appota, 2015

36. 4. BEHAVIOR IN MOBILE NETWORK
What do they do?
Source: Google Study, 2015
6%
13%
23%
23%
28%
43%
54%
56%
59%
0% 10% 20% 30% 40% 50% 60% 70%
Purchase Products/services
Maps and DirecSons
Product InformaSon Searching
Check Email
Play Game
Listen to Music
Watch Online Video
Use Search Engine
Visit Social Network
ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE
(at least weekly)

37. 4. BEHAVIOR IN MOBILE
What do they do?
Source: Google Study, 2015

38. 4. BEHAVIOR IN MOBILE
What do they do?
Source: Google Study, 2015

39. 4. BEHAVIOR IN MOBILE
What do they do?
Source: Google Study, 2015

40. 4. BEHAVIOR IN MOBILE
What do they do?
Source: Four Cs of Vietnam Mobile Advertising - Epinion, 2015

41. 4. BEHAVIOR IN MOBILE
What do they do?
Source: Four Cs of Vietnam Mobile Advertising - Epinion, 2015

42. 4. BEHAVIOR IN MOBILE
What do they do?
Source: Four Cs of Vietnam Mobile Advertising - Epinion, 2015

43. 4. BEHAVIOR IN MOBILE
What do they do?
Source: Four Cs of Vietnam Mobile Advertising - Epinion, 2015

44. 5. BEHAVIOR IN E-COMMERCE

45. 5. BEHAVIOR IN E-COMMERCE
58% of online users in Vitenam turn to the
internet research informaSon on productes
before buying them
(source: VCCI)
30 million Vietnamese online users have visited
online aucSon or shopping sites
(source: we are social)

46. 5. BEHAVIOR IN E-COMMERCE
What do they do?
Source: Google Study, 2015

47. 5. BEHAVIOR IN E-COMMERCE
What do they do?
Source: Google Study, 2015

48. 5. BEHAVIOR IN E-COMMERCE
What do they do?
Source: Google Study, 2015

49. 5. BEHAVIOR IN E-COMMERCE
What do they do?
81
19
No Yes
Past 3 months online
purchase (including CoD):
85%
Clothing
27% 9% 9%
Fashion
accessories
Home
appliances
Personal
grooming/ cosmetics
products
6%
Food /
online delivery
4% 2% 2%
Voucher at
restaurant / cafe
Personal
devices
Others
Online items purchased
Source: Vietnam Digital Landscape 2015

50. 5. BEHAVIOR IN E-COMMERCE
What do they do?
Source: Vietnam Digital Landscape 2015
HOW PEOPLE HEAR ABOUT THE
PRODUCT THAT THEY PURCHASED
40%
25%
13% 12%
8%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
2%
5%
6%
6%
12%
24%
43%
Email
Others
Magazine/Newspaper
Poster
Instore ads
Tivi
Online
HOW DID PEOPLE FIRST HEAR ABOUT THE
PRODUCT / OFFER FROM ADVERTISING?

51. 6. BEHAVIOR IN REGIONAL

52. 5. BEHAVIOR IN REGIONAL
Metro
• Ha Noi
• Ho Chi Minh
Tier 1
• Hai Phong
• Da Nang
• Nha Trang
• Can Tho
Tier 2
• Thai Nguyen
• Thanh Hoa
• Quy Nhon
• An Giang
• Dong Nai
• Vung Tau
Across 12 CiSes

53. 5. BEHAVIOR IN REGIONAL
◦ Internet penetraSon in over country
Source: Cimigo

54. 5. BEHAVIOR IN REGIONAL
◦ There is an strong increasing mobile users
in Tier 2
Source: Cimigo

55. 5. BEHAVIOR IN REGIONAL
◦ There are some differences in areas they
use the internet
Source: Cimigo

56. 5. BEHAVIOR IN REGIONAL
◦ Online communicaSon trends in Metro
◦ Social network is more dominant than
forum and blogs in Metro
Source: Cimigo

57. THANK YOU