1.
VIETNAM
DIGITAL LANDSCAPE Q3/2015
BY MOORE CORPORATION

2.
TABLE OF CONTENT
3
4 - 9
10 - 16
23 - 31
32 - 36
VIETNAM IN A GLOBAL CONTEXT
VIETNAM DIGITAL MARKET OVERVIEW
VIETNAM INTERNET USER BEHAVIOR
VIETNAM MOBILE
VIETNAM SOCIAL NETWORK
VIETNAM E-COMMERCE 37 - 44
17 - 22 VIETNAM ONLINE VIDEO

3.
VIETNAM IN GLOBAL CONTEXT 01
3
In Asia:
Internet Users: 7th
Digital Access Index: 0.31
Smartphone Users: 15th
In the world:
Population: 14th
GDP Growth Rate: 2nd
Internet Penetration Rate: 48%

4.
4
02 VIETNAM DIGITAL MARKET
OVERVIEW

5.
5
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 Population
PERCENTAGE OF INTERNET USER OVER POPULATION
Source: Accumulated by Moore, 2015
Base: Total Population

6.
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.
6
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

7.
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 consumption.
Source: Google, 2015
Base: Total Population
7
2014 2015
52%
140%
100%
DEVICE PEOPLE USE
DEVICE USED IN 2014 AND 2015

8.
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
8
TIME SPENDING ON INTERNET (TSOI)
Source: GlobalWebIndex, Q4.2014
At average, Vietnam Internet User spends about 5.2h on Mobile and 2.7h on PC

9.
ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014
70% total online advertising revenue in Vietnam belongs to Google and Facebook
42%
27%
11%
8%
5%
3% 4%
Facebook
Google
Admicro
FPT
24H
VNG
Other
Source: Moore Estimation 2014
9
ADVERTISING REVENUE

10.
10
03 VIETNAM
INTERNET USERS BEHAVIOR

11.
ONLINE ACTIVITIES
ONLINE ACTIVITIES OF 18-24 YEAR OLD USERS
Young People (18 – 24) spend most of time on connecting, entertaining or learning something new.
Moreover, they join in online activities mainly by their smartphone.
Source: Google, 2015
Base: Vietnam Internet User
11
50%
48%
46%
41%
27%
25%
16%
3%
76%
68%
69%
60%
46%
28%
31%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Social networks
Online videos
Search engines
Listen to music
Online games
Check email
Look for product information
Purchase products
Smartphone Computer

12.
48%
47%
46%
36%
30%
23%
22%
2%
72%
65%
63%
46%
32%
26%
31%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Social networks
Search engines
Online videos
Listen to music
Check email
Look for product informaNon
Online games
Purchase products
Smartphone Computer
ONLINE ACTIVITIES OF 25-34 YEAR OLD USERS
Social Network still be the main platform Internet User jump in besides Search and Online Video.
Smartphone seems being their “must have screen”
Source: Google, 2015
Base: Vietnam Internet User
12
ONLINE ACTIVITIES

13.
ONLINE ACTIVITIES OF 35-44 YEAR OLD USERS
Source: Google, 2015
Base: Vietnam Internet User
13
51%
50%
46%
35%
24%
18%
16%
3%
59%
50%
54%
38%
20%
21%
18%
4%
0% 10% 20% 30% 40% 50% 60% 70%
Search engines
Social networks
Online videos
Listen to music
Check email
Look for product information
Online games
Purchase products
Smartphone Computer
ONLINE ACTIVITIES
Internet User at 35-44 years old spend online time the most on Search Engines, besides Social
Network and Online Video, especially via their smartphone.

14.
ONLINE ACTIVITIES OF 45-54 YEAR OLD USERS
Source: Google, 2015
Base: Vietnam Internet User
14
35%
33%
23%
19%
12%
11%
8%
3%
29%
34%
37%
28%
16%
7%
12%
4%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Search engines
Online videos
Social networks
Listen to music
Look for product informaNon
Check email
Online games
Puchase products
Smartphone Computer
ONLINE ACTIVITIES
Among digital late adopter generation (45 – 54), they use computer to access to the Internet
more often than smartphone. But smartphone still be the main device in some activities,
especially Visiting Social Network

15.
MEDIA ACTIVITIES
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
“Prime Time” for advertising is 8PM-10PM - the peak time for using Laptop and Mobile Phone
Source: Nielsen, 2014
15

16.
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
Source: Nielsen, 2014
16
MEDIA ACTIVITIES
“Prime Time” for advertising is 8PM-10PM - the peak time for jumping in Social Media, Online Video,
even Online Shopping

17.
17
03 VIETNAM ONLINE VIDEO

18.
ONLINE VIDEO ACTIVITIES
POPULAR SOURCE OF ONLINE VIDEO (IN PAST 12 MONTHS)
(Not include on Facebook)
18
4%
5%
18%
24%
37%
38%
40%
60%
90%
0% 20% 40% 60% 80% 100%
nhaccuatui.com
vnexpress.net
soha.vn
vietnamnet.vn
clip.vn
kenh14.vn
dantri.com.vn
24h.com.vn
YouTube
Source: Nielsen, 2014
Base: Vietnam Internet User who watched online video
In 2015, dantri, kenh14 and clip.vn dominated as main platform besides Youtube
in which people consume Online Video

19.
ONLINE VIDEO ACTIVITIES
FREQUENCY OF ONLINE VIDEO WATHCHED
19 Source: Google, 2015.
Base: Vietnam Internet User who watched online video
3%
8%
10%
36%
42%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Less than once a month
Never
Monthly
Weekly
Daily
Internet User behavior is now changing sharply.
They usually watch online video instead of TV more than ever before

20.
ONLINE VIDEO ACTIVITIES
FREQUENCY OF ONLINE VIDEO WATHCHED IN DETAIL
20
Source: Nielsen, 2014
27
38
17
12
0
4
60
26
9
4 2 1
0
10
20
30
40
50
60
70
Daily Weekly Monthly In past 12
month
Not in past
12 month
Never done
Downloading Video Streaming Video
Streaming Video tend to be dominated than Downloading Video

21.
ONLINE VIDEO ACTIVITIES
ONLINE VIDEO WATCHED’S MOTIVATION
21 Source: Nielsen, 2014
Base: Vietnam Internet User who watched online video
19%
22%
26%
46%
65%
67%
0% 10% 20% 30% 40% 50% 60% 70% 80%
To find out something new
To feel connected with people
To stay up to date
To learn something new
To be entertained/inspired
To relax/escape

22.
ONLINE VIDEO ACTIVITIES
ONLINE VIDEO WATCHED DURING DAYTIME
22 Source: Nielsen, 2014
Base: Vietnam Internet User who watched online video
15%
12% 14%
43%
8%
5%
11%
62%
0%
10%
20%
30%
40%
50%
60%
70%
In the morning During lunchtime In the afternoon In the evening
Weekday Weekend
Almost Internet Users (62%) watch online video in the evening

23.
23
05 VIETNAM MOBILE

24.
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
3G SUBSCRIPTION
Millions
3G Subscriptions % 3G Subscriptions over total subscriptions
24
Source: Accumulated by Moore, 2015

25.
VIETNAM SMARTPHONE MARKET
25
Source: Nielsen, 2014
57%
43%
Smartphone Feature Phone
SMARTPHONE & FEATURE PHONE
64%
19%
9%
3% 2%
Android
IOS
Window 8
Window 7
Other
SMARTPHONE OPERATION SYSTEM
Within smartphone operation system, Android is surpassing. IOS takes in 2nd.

26.
SMARTPHONE USER DEMOGRAPHIC
Source: Nielsen, 2014; VSERV, 2013
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
26
52%
48% MALE
FEMALE
SMARTPHONE USERS BY GENDER
Vietnam Smartphone User is dominated by early digital adopter generation ( < 35 years old)

27.
6%
13%
23%
23%
28%
43%
54%
56%
59%
0% 10% 20% 30% 40% 50% 60% 70%
Purchase Products/services
Maps and Directions
Product Information Searching
Check Email
Play Game
Listen to Music
What Online Video
Use Search Engine
Visit Social Network
SMARTPHONE USER ACTIVITIES
ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE
(at least weekly)
Source: Google, 2015
Base: Internet User who have smartphone
27

28.
28
SMARTPHONE USER ACTIVITIES
44%
Of simultaneous use is looking at
RELATED content
56%
Of simultaneous use is looking at
UNREATED content
Source: Millward Brown, 2014
While watching TV, people still use their “second screen” to
browse for both related and unrelated content

29.
29
MOBILE’S SHARE OF WEB TRAFFIC
Source: GlobalWebIndex, 2014
50%
36% 35% 34%
21% 21% 20%
0%
10%
20%
30%
40%
50%
60%
Indonesia Thailand Malaysia Singapore Philippines China Vietnam
Mobile's share of website traffic

30.
VIETNAM OTT OVERVIEW
30
32
29
23
12
4.5
0
5
10
15
20
25
30
35
Zalo FB Messenger Viber Line WhatApps
Number of OTT users in Vietnam
Source: According to OTT Vendors, Moore Estimation, 2015
Zalo in Q3/2015 surpasses Facebook Messenger in number of User

31.
VIETNAM TOP OTT PLATFORMS
31
8%
71%
20%
1%
Zalo by Age
-18
18 - 34
35 - 54
55+
50%
33%
17%
Line by Age
16 - 22
23 - 27
Others
Source: According to OTT Vendors, 2015

32.
32
06 VIETNAM SOCIAL NETWORK
Go Mobile
&
Always On

33.
FACEBOOK USERS
NUMBER OF FACEBOOK ACTIVE USERS
33
18.85
23.16
32
0
10
20
30
40
2013 2014 2015
Millions
14.7
19.7
29
0
10
20
30
40
2013 2014 2015
Millions
NUMBER OF FACEBOOK ACTIVE USERS
ON MOBILE
From 2013 to 2015, number of Facebook Active User increased average 23%.
Especially, the number of User Active on Mobile growth significantly as 36%.
It’s time to go mobile.
+ 40%
+ 30%
Source: Facebook, 2015

34.
13 - 17
19%
18 - 24
39%
25 - 34
30%
35 - 44
8%
45 - 65
4%
FACEBOOK USERS BY GENDER
34
FACEBOOK USERS DEMOGRAPHIC
Male
46%
Female
54%
FACEBOOK USERS BY AGE
Facebook User is dominated by Female and people who are 18 – 34 years olds
Source: Facebook, 2015

35.
FACEBOOK AS A DISCOVERY TOOLS
35
Facebook is where people turn to learn new information
FACEBOOK USERS ACTIVITIES
52%
55%
56%
58%
First hear about a new product,
brand or service
First hear about a new movie,
album, book, festival or show
First hear about new game
First hear breaking news
Source: Facebook, 2015

36.
36
FACEBOOK USERS ACTIVITIES
Source: Facebook, 2015
Facebook is used much more often than TV

37.
13-17
20%
18-24
54%
25-34
18%
35-44
5%
45-65
3%
37
A LOOK AT INSTAGRAM
Source: Facebook and Moore Estimation, 2015
Instagram seems being a platform for Female and Internet User at 18-24 years old
Male
35%
Female
65%
750,000
Users

38.
38
A LOOK AT INSTAGRAM
Source: Instagram, 2015
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