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Moore - Vietnam Digital Landscape 2015

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Moore - Vietnam Digital Landscape 2015

  1. 1. VIETNAM DIGITAL LANDSCAPE 2015 BY MOORE CORPORATION
  2. 2. TABLE OF CONTENT [1] VIETNAM IN A GLOBAL CONTEXT [2] VIETNAM DIGITAL MARKET OVERVIEW [3] ONLINE POPULATION DEMOGRAPHIC [4] VIETNAM INTERNET USER BEHAVIOR [5] VIETNAM MOBILE [6] VIETNAM SOCIAL NETWORK [7] VIETNAM E-COMMERCE [8] APPENDIX 1
  3. 3. VIETNAM IN GLOBAL CONTEXT 01 2
  4. 4. In Asia: Internet Users: 7th Digital Access Index: 0.31 Smartphone User: 15th In the world: Population: 14th GDP Growth Rate: 2nd Internet Penetration Rate: 39% 3
  5. 5. VIETNAM DIGITAL MARKETING OVERVIEW 02 4
  6. 6. NETIZEN OVERVIEW POPULATION 49.6% 50.4% POPULATION BY GENDER Nam Nữ 31% 69% POPULATION BY REGION Urban Rural 90,493,352 Total Population fvdvdvhe llo Male Female 5
  7. 7. 8.00% 7.90% 8.20% 9.20% 8.50% 8.50% 7.90% 7.60% 7.30% 6.80% 6.20% 4.20% 2.80% 0-4 5--9 9--14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 VIETNAM POPULATION STRUCTURE BY AGE DIGITAL IMMIGRANT (42%) This older generation knew internet when they were an adult. They often feel the need of always learn to adapt with the new technologies DIGITAL NATIVE (58%) This younger generation born and live in the internet era. They tend to be trend- leaders NETIZEN OVERVIEW POPULATION 6
  8. 8. NETIZEN OVERVIEW CHANGES FROM 2005 TO 2014 82.4 12.9 15.8 90.9 39.8 128.6 0 20 40 60 80 100 120 140 POPULATION INTERNET USERS MOBILE SUBSCRIPTION Millions VIETNAM CHANGES FROM 2005 TO 2014 2005 2014 Number of Internet Users increase more than 3 times and number of Mobile Subscription increase 8 times in 2014 when comparing with ones in 2005 7
  9. 9. NETIZEN OVERVIEW INTERNET USERS 0.2 3.3 10.7 14.7 17.7 20.8 22.8 26.8 30.6 34.9 36.1 39.8 0.3% 4.0% 13.0% 17.6% 21.0% 24.5% 26.5% 30.8% 34.8% 39.3% 40.2% 43.8% - 5 10 15 20 25 30 35 40 45 2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Millions VIETNAM INTERNET USERS The number of users Penetration rate of population-base 44% of Vietnam total population is Internet Users 8
  10. 10. OVERVIEW BY DEVICE 4% 5% 36% 44% 93% 0% 20% 40% 60% 80% 100% Internet TV Tablet Smartphone Computer Mobile Phone WHICH DEVICE PEOPLE USE? Mobile Phone continues to become the No.1 Device Base: Total Online and Offline Population, n = 1000 9
  11. 11. TIME SPENDING ON DEVICEOVERVIEW 69 MINUTES ON TV 169 MINUTES ON SMARTPHONE 160 MINUTES ON LAPTOP 69 MINUTES ON TABLET 113 MINUTES ON TV 168 MINUTES ON SMARTPHONE 108 MINUTES ON LAPTOP 50 MINUTES ON TABLET VIETNAM GLOBAL 10
  12. 12. ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014 70% total online advertising revenue in Vietnam belongs to Google and Facebook OVERVIEW ADVERTISING REVENUE 42% 27% 11% 8% 5% 3% 4% Facebook Google Admicro FPT 24H VNG Other Source: Moore Estimation 2014 11
  13. 13. ONLINE POPULATION DEMOGRAPHIC 03 12
  14. 14. 95 70 35 18 15-24 25-34 35-49 50-64 VIETNAM INTERNET USERS BY AGE % Internet Users Total Population by Age Vietnam Internet Users is dominated by young generation in 15-35 years old. DEMOGRAPHIC BY AGE Base: Urban internet user 15 – 64, n=5800 13
  15. 15. DEMOGRAPHIC BY GENDER Base: Urban internet users 15-64, n=5800 43% 57% VIETNAM INTERNET USERS BY GENDER Male Female 14
  16. 16. VIETNAM INTERNET USERS BEHAVIOR 04 15
  17. 17. USER BEHAVIOR BEHAVIOR THROUGH DEVICE Base: Internet users (via computer, tablet or smartphone), n = 538 31% 21% 21% 11% 3% 0% 5% 10% 15% 20% 25% 30% 35% Only via computer/tablet Only via Smartphone Via smartphone and computer/tablet equalty Via smartphone more often than computer/tablet Via computer/tablet more often than smartphone HOW DO PEOPLE GO ONLINE WITH DIFFERENT DEVICES? 16
  18. 18. MEDIA ACTIVITIESUSER BEHAVIOR DEVICE ACCESS BY TIME OF DAY 0% 5% 10% 15% 20% 25% 30% 35% 40% Before 9am 9am - Before 12pm 12pm - Before 2pm 2pm - Before 4pm 4pm - Before 6pm 6pm - Before 8pm 8pm - Before 10pm 10pm Onwards Desktop Laptop/Notebook Mobile Phone Tablet 8PM-10PM is peak time using Laptop and Mobile Phone Base: online consumers 16+, n=1026 17
  19. 19. ONLINE ACTIVITIESUSER BEHAVIOR ONLINE ACTIVITIES BY TIME OF DAY 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Before 9am 9am - Before 12pm 12pm - Before 2pm 2pm - Before 4pm 4pm - Before 6pm 6pm - Before 8pm 8pm - Before 10pm 10pm Onwards Social Media Online News Online Video (+ Internet TV) Online Shopping Base: online consumers 16+, n=1026 18
  20. 20. ONLINE ACTIVITIESUSER BEHAVIOR 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Never Rarely Sometimes Frequently ONLINE ACTIVITIES OF 15-24 YEARS OLD Users in 15-24 years old spending more time on Social networking….. Base: Urban Internet User, n=2970 19
  21. 21. ONLINE ACTIVITIESUSER BEHAVIOR ONLINE ACTIVITIES OF 25-34 YEARS OLD 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Never Rarely Sometimes Frequently While users in 25-34 years old spending more time on communication and reading newspaper. Base: Urban Internet Users, n=2970 20
  22. 22. ONLINE ACTIVITIESUSER BEHAVIOR ONLINE ACTIVITIES OF 35-45 YEARS OLD Base: Urban Internet Users, n=2970 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Never Rarely Sometimes Frequently 21
  23. 23. ONLINE VIDEO ACTIVITIESUSER BEHAVIOR WEEKLY ACCESS OF ONLINE VIDEO 2014 91% 85% 83% 81% 67% 56% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Vietnam Philippines Thailand Indonesia Malaysia Singapore Vietnam has the highest percentage of internet users access in online video among Southeast Asia countries Base: online consumers 16+, n=1026 22
  24. 24. ONLINE VIDEO ACTIVITIESUSER BEHAVIOR 33% 37% 47% 48% 43% 2% 5% 3% 1% 0% 0% 10% 20% 30% 40% 50% 60% 16-20 21-29 30-39 40-49 50+ 2014 2011 ONLINE VIDEO VIA MOBILE PHONE 2011-2014 Online Video accessed via mobile grown rapidly from 2011 to 2014 Base: online consumers 16+, n=1026 23
  25. 25. ONLINE VIDEO ACTIVITIESUSER BEHAVIOR TYPES OF VIDEO CLIP WATCHED BY USER-GENERATED CONTENT 41% 23% 18% 13% 13% 12% 12% 11% 10% 10% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% % urban Internet user 15-45 Music Video is the most favorite ones of User-generated content… Base: Urban Internet Users, n=2970 24
  26. 26. ONLINE VIDEO ACTIVITIESUSER BEHAVIOR TYPES OF SITES PEOPLE USED TO WATCH ONLINE VIDEO 87% 44% 15% 12% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% An online video site/app A social network A news or magazine site/app A catch-up TV player Another type of site/app % of Internet user - Watched online video in the past week An online video site or app is used by most people when watch video online Base: Internet users | Watched online video in the past week, n=3051 25
  27. 27. VIETNAM MOBILE 05 “Mobile has driven an unprecedented behavioral and cultural shift, providing utility, information and connectivity at our fingertips” 26
  28. 28. MOBILE MOBILE USER 52% Vietnamese Mobile Users use Smartphone 87% 87% 80% 75% 71% 52% 49% 23% 18% 13% 13% 20% 25% 29% 48% 51% 77% 82% 0% 20% 40% 60% 80% 100% 120% SMARTPHONE NON-SMARTPHONE PERCENTAGE OF SMARTPHONE USER Base: Mobile Users 27
  29. 29. 15.7 19.7 27.5 29.3 11.9% 15.9% 19.8% 21.4% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% - 5.0 10.0 15.0 20.0 25.0 30.0 35.0 2012 2013 2014 2015 VIETNAM 3G SUBSCRIPTION Số thuê bao 3G 3G trên tổng thuê bao di động MOBILE 3G SUBSCRIPTION Millions 3G Subscriptions % 3G Subscriptions over total subscriptions 28
  30. 30. 52% 48% SMARTPHONE USERS BY GENDER MALE FEMALE MOBILE MOBILE USER Base: Smartphone Users, n=608 29
  31. 31. MOBILE MOBILE USER Base: Smartphone Users, n=608 62% 63% 47% 27% 0% 10% 20% 30% 40% 50% 60% 70% 16-24 25-34 35-44 45-64 SMARTPHONE USERS BY AGE 30
  32. 32. MOBILE MOBILE USER SMARTPHONE USERS BY SOCIO-ECONOMIC CLASSIFICATION (SEC) 72% 50% 40% 42% 0% 10% 20% 30% 40% 50% 60% 70% 80% SEC A SEC B SEC C SEC D-F Base: Smartphone Users, n=608 31
  33. 33. TOTAL MALE FEMALE 16-20 YEARS 21-29 YEARS 30-39 YEARS 40-49 YEARS 50+ YEARS BASE 883 505 378 111 479 180 82 31 Android 64% 66% 63% 66% 63% 69% 62% 58% IOS 19% 21% 17% 20% 24% 23% 24% 29% Windows 8 9% 8% 9% 8% 3% 4% 3% 9% Windows 7 3% 2% 3% 1% 8% 2% 8% 0% Symbian 2% 1% 4% 3% 2% 0% 2% 0% BlackBerry OS 0% 0% 1% 1% 0% 0% 0% 2% WinMob 0% 0% 0% 0% 1% 0% 1% 0% Bada 0% 0% 0% 1% 0% 0% 0% 0% MOBILE OPERATING SYSTEM Base: Online Customer 16+ who use a smartphone (N=883) 32
  34. 34. MOBILE MOBILE USER ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly) 4% 6% 12% 24% 25% 34% 38% 39% 45% 46% 0% 10% 20% 30% 40% 50% Electronic Banking Shopping Map Usage Product Information… Game Online Video Email Checking Music Search Social Network Base: Internet users (accessing via computer, tablet or smartphone), n=538 33
  35. 35. VIETNAM SOCIAL NETWORK 06 34
  36. 36. PLATFORMSSOCIAL MEDIA 94% 55% 36% 22% 20% 15% 57% 13% 13% 6% 5% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Facebook Zing Me Twitter LinkedIn Instagram Pinterest Account ownership Active use (at least once at month) TOP ACTIVE PLATFORMS Facebook and Zing Me are still the most popular social platforms in Vietnam 35
  37. 37. FANPAGESOCIAL MEDIA 36 NO. FANPAGE FANS 1 Trần Khởi My 7,668,055 2 Võ Hoài Linh 7,150,404 3 M-TP 6,445,416 4 Hồ Quang Hiếu 6,135,613 5 MC Trấn Thành 6,104,230 6 Hội những người thích đọc tin tức 24h 6,013,765 7 Khởi My 5,717,879 8 Minh Hằng 5,523,384 9 Đông Nhi 5,495,425 10 Góc Thư Giãn 5,471,900 Social Baker last updated on 09/04/2015
  38. 38. FACEBOOKSOCIAL MEDIA NUMBER OF FACEBOOK USERS FROM 2011 TO 2015 1.4 8.5 19.6 27.0 31.3 - 5.0 10.0 15.0 20.0 25.0 30.0 35.0 2-2011 10-2012 8-2013 12-2014 3-2015 Millions Number of Facebook Users is increasing as 22 times over 5 years 37
  39. 39. FACEBOOK USERS BY AGE 1.40 8.80 5.00 1.74 0.30 0.14 1.40 7.60 3.80 0.86 0.22 0.05 - 1 2 3 4 5 6 7 8 9 10 13 - 15 15 - 24 25 - 34 35 - 49 50 - 64 65+ Millions Male Female FACEBOOKSOCIAL MEDIA Facebook User is dominated by Male 38
  40. 40. FACEBOOK USERS BY LOCATION 3.20 3.40 0.34 0.26 0.36 9.82 2.80 3.00 0.32 0.24 0.30 7.27 - 2 4 6 8 10 12 Ho Chi Minh Ha Noi Da Nang Can Tho Hai Phong Khác Millions Male Female FACEBOOKSOCIAL MEDIA Others 39
  41. 41. VIETNAM E-COMMERCE 07 40
  42. 42. REVENUEE - COMMERCE ESTIMATION VIETNAM B2C E-COMMERCE REVENUE 2014 VN Population 2014 % Internet Users Estimation online buying value of one people 2014 % Internet Users buying online Estimated B2C E-commerce Revenue 2014 90.73 million 39% 145 USD 58% 2.97 billion USD 41
  43. 43. DEMOGRAPHICE - COMMERCE 41% 59% By Age Male Female 41% 37% 7% 15% Officer Student Business Ower Other By Job Women are the main online buyers 42
  44. 44. 13% 20% 21% 25% 29% 29% 30% 39% 60% 0% 10% 20% 30% 40% 50% 60% 70% Made contact/ requested contact (with brands, retailers) online Watched relevant videos online Got ideas/ inspiration online Looked for /redeemed relevant offtens/ coupons/ promotions online Checked where to buy/ product availability online Got store locations/ directions online Discovered relevant brands online Looked for opinions/ reviews/ advice online Compared products/prives/ features online Base: Internet users | Answering based on a recent purchase, n=3018 USER ACTIVITIESE - COMMERCE INTERNET HELPS PEOPLE TO MAKE PURCHASING DECISIONS BY 43
  45. 45. 2% 6% 7% 8% 11% 11% 14% 17% 26% 27% 40% Auction or classifieds sites Email Other online information source Brand pages on social networks site Price comparison website Online magazines/ news sites Advice sites/ review sites/ forums/ blogs Online videos sites Social networks On retailer website On brand website USER ACTIVITIESE - COMMERCE THE ONLINE SOURCES PEOPLE USE TO MAKE PURCHASING DECISIONS Base: Internet users | Answering based on a recent purchase, n=3428 44
  46. 46. HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED USER ACTIVITIESE - COMMERCE 33% 31% 13% 13% 9% Previous experiences Discussions with other people Pre-purchase research Through advertising None of these Base: Internet users | Answering based on a recent purchase (in select categories) researched online 45
  47. 47. 47% 26% 9% 8% 5% 2% 2% HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM ADVERTISING? USER ACTIVITIESE - COMMERCE Base: Internet users | Answering based on a recent purchase | Became aware of product through advertising, n=533 46
  48. 48. WHAT DID PEOPLE DO ONLINE AFTER COMPLETING THEIR PURCHASE? USER ACTIVITIESE - COMMERCE Base: Internet users | Answering based on a recent purchase | n = 3428 47 28% 18% 14% 52% 0% 10% 20% 30% 40% 50% 60% Shared purchase experiences on social network(s) Posted reviews / ratings about the purchase Looked for the help on set- up / product usage None of these
  49. 49. APPENDIX 08 48
  50. 50. VIETNAM ADVERTISING LANDSCAPEAPPENDIX 49
  51. 51. REFFERENCE SOURCESAPPENDIX • Vietnam Internet Network Information Center, 2000 – 2012 • Meet the new media consumer in Vietnam 2014, Nielsen Vietnam, 2014 • Vietnam grocery report 2014, Nielsen Vietnam, 2014 • Vietnam netcitizens report, Cimigo Vietnam, 2012 • Digital landscape 2013, 3D, 2013 • Marketing in a multiscreen world – Vietnam report, MillwardBrown, 2014 • The mobile internet consumer Vietnam 2013, VSERV.mobi, 2013 • Consumer Barometer, Google, 2014 • Ministry of Information & Communications, 2013-2014 • Technology and cunsumer behavior Vietnam 2014, Nielsen Vietnam, 2014 • Digital, Social & Mobile, WeAreSocial, 2013 - 2015 • General Statistics Office of Vietnam, 2011 - 2014 • Internet World Stats, 2014 • Emarketer, 2013 • Others 50
  52. 52. CONTACT NGUYEN XUAN DONG Vice Managing Director 098 999 5145 dongnx@moore.vn Moore Online Solution and Development Corporation Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net | 51
  53. 53. MOORE CORPORATION

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