CB Country Report '15 - Vietnam

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Consumer BarometerCountry Report – Vietnam`

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Table of ContentWhere 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

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What is the Consumer Barometer?

The Consumer Barometer 2015 is a tool to help you understand how

people use the internet.

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Executive SummaryThe Top 3 Trends that define Vietnam

Consumer Barometer 2015Local Report

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The 3 Trends in Vietnam


The future is mobileThe 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 lookingat unrelated content.

Todays shopper is an online shopperMany 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 justrely on computer ads, but also need to focus on mobile.

Millions of online video viewsMore 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.

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The Online and Multiscreen WorldQuantify and understand internet usage and attitudes across various devices.

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Where are the consumers? Online!

Consumer Barometer 2015 Local Report

8 out of 10

Source: The Connected Consumer Survey 2015Question: 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

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78

183

Daily Weekly Monthly or less

Vietnam is online


Especially consumers under 34 years old are online often

Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer tablet or smartphone)

How often do you go online? (%)

Under 25 25-34 35-44 45-54 Over 55

89% 87%77%

54% 54%

11% 13% 23%

46%46%

Yes No

Do you go online every day?

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Why do people go online?


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%

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People are even online when they’re watching TV


The consumers are online while watching TV

Source: The Connected Consumer Survey 2015Question: 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

Computer Smartphone Tablet

13%

90%

9%

Which devices do people use to go online while watching TV (%)

Use devices to go online while watching TV

36%

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Vietnam has more screens than ever


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

{

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55% are smartphone users


Source: The Connected Consumer Survey 2015Base: total online and offline population

Tablet Smartphone Computer

Which devices do people use?

12% 55% 46%

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How does Vietnam compare?


Source: The Connected Consumer Survey 2015Base: total online and offline population

63%

Which devices do people use?

Of the consumersin Asia use asmartphone

More than half of the consumers under 44 use a smartphone

Under 25 years

25 - 34 years

35 - 44 years

45-54 years

55 and over

76%

70%

57%

34%

19%

How does the demographics look?

Smartphone usage rate

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How do people use their smartphone?


Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone)

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

56%59%

23%28%

54%6%

23%13%

43%

What online activities do people do on their smartphones at least weekly?

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Search is mobile


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 2015Base: Internet users (accessing via computer, tablet or smartphone)

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The Smart ShopperFocuses on the consumer purchase journey and the role of the Internet in making purchase decisions.


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3 out of 4 go online when researching products


Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone)

are researchingonline only

Online

Offline

73%

91%

Did people do any online or offline research prior to their recent purchase?

5%

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In which industries are consumers researching online?


Source: The Consumer Barometer Survey 2015Question: 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

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In which industries are consumers researching online? (continued)


* Over-the-counter remediesSource: The Consumer Barometer Survey 2015Question: 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

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How are people researching?


Source: The Consumer Barometer Survey 2015*found where to buy/found location/made contactBase: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

Looked for early inspiration

Compared choices online

Sought advice online

Prepared for immediate purchase*

51%

66%

50% 52%

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?

Brand websites

Retailer websites

Search Engine

36% 28%

70%

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Online advertising and research is essential


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 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

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Research leading to a purchase


Search engines are essential in the purchase decision

70%Use a search engine toget informed before makinga purchase.

Brand websites

Retailer websites

Search engine

Social networks

Online video sites

Advice sites

Price comparison sites

36%

28%

70%

26%

17%

12%

11%

Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)

VN 23SLIDEConsumer Barometer 2015Local Report

Source: The Consumer Barometer Survey 2015Base: 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%

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Smartphone users are online users


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)

Smartphone Users Smartphone Non-Users

78%65%

Do you research or purchase online?

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How are smartphones used for online research?


In which part(s) of the purchase process did people use a smartphone?

Source: The Consumer Barometer Survey 2015Base: 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%

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People are going mobile, but some issues occur


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 2015Base: Internet users (accessing via smartphone) | Encountered difficulties accessing websites via smartphone

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19%

81%

Online*

Offline/other

19% shop online


Where did people make their purchase?

Source: The Consumer Barometer Survey 2015*Online/EmailBase: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)


Source: The Consumer Barometer Survey 2015Question: 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

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Consumer behavior in different ages

Source: The Consumer Barometer Survey 2015Question: 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 onlinePurchase offline


20%

17%

16%

19%

10%

60%

58%

50%

45%

44%

Research onlinePurchase online

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Consumer behavior in various industries


Source: The Consumer Barometer Survey 2015Question: 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)

Car In-surance

Cinema Tickets

Clothing &

Footwear

Do It Yourself

Flights (Leisure

)

Gro-ceries

Ground Travel

Hair Care

Home Ap-pli-

ances

Home Furnish-

ings

17% 17% 18% 18%

63%

2%

23%6% 18% 17%

75%68%

36%

61%

32%

46%

61%51%

62%54%

Research online, purchase online

Research online, purchase offline

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Consumer behavior in various industries (continued)


Source: The Consumer Barometer Survey 2015Question: 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)

Hotels Laptop Make-up Mobile Phones

Music Personal Loan

Real Estate Restaurants

Television Vitamins & OTC

35%

14% 13%20%

48%

11%17% 4% 9% 6%

50%

71%61% 63%

26%

68%57% 60%

71%

56%

Research online, purchase onlineResearch online, purchase offline

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Easy to find, easy of purchase!


Source: The Consumer Barometer Survey 2015Question: 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 brandsbefore purchase

…which makes it crucial for the brands to be top of mind


The Local ShopperThe consumer purchase journey and the role of the internet for local business

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Local Behavior


How does people research for local businesses?

66%Researched locallya day or less before visiting.

… and 75% only consider 1-3local businesses before deciding where to buy.

Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month

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Local Shoppers research practical information


28%

66%

50% Promotions

What information do people look for?

Business hours

Prices

Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month

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Smartphones and local business


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


The international ShopperThe consumer purchase journey and the role of online for international purchases

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How big is international purchase?


Half of the consumers have made an

international purchase

Beauty and health Books, CDs, DVDs or games

Clothing, accessories and footwear

Computer Hardware

26%

19%

28%

23%

Which products do people purchase in other countries?

Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

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Why do people purchase products online from foreign countries?


Expect more expensivedelivery prices26%

3838%54%shop in foregin countries

to get a better qualityproducts

Source: The Consumer Barometer Survey 2015Why did people purchase products online from foreign countries?Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad

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Challenges of international purchase


Most consumers have made an international puchase, but some issues ouccur

5 out of 10 experience issues concerning the website usability

A common issue isthat delivery time is too

long

39%

Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad


The Smart Shopper – Car insuranceThe consumer purchase journey and the role of the internet in making their last purchase decision

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Car insurance: Highlights


Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online

Com-pared

choices

Got ideas Look for opinions

63%34%

61% 75%Researched online before

purchasing offline

How did people use the Internet tohelp make their purchase decision?

The consumers compareinsurance policies online

Online research has asubstantial impact on

offline purchases

Search engines are akey driver in online purchase

Did people research or purchase their product online or offline?


Brand websites

Retailer websites

Search Engine

Price Compar-

ison

56%29%

86%

21%

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Car insurance: Highlights


70% are encounteringissues accessing

websites via smartphone*

How often do people encounter issues accessing websites via smartphone?

37%

People will try to find anotherwebsite that works better

on their smartphone*

What do people do after encountering issues accessing websites via smartphone?

Which devices did peopleuse for product research?

More than half are usingtheir smartphone when

researching car insurance

53%

Source: The Consumer Barometer Survey 2015*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear, Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on a recent purchase (in select categories) | Researched online


The Smart Shopper – Cinema ticketsThe consumer purchase journey and the role of the internet in making their last purchase decision

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Cinema tickets: Highlights



17%

68%


Offline purchases begin online

6 out of 10 of allpurchases are madefor a social gathering

What motivated people’s purchase?

Many consumersbuy cinema tickets online


17%

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Cinema tickets: Highlights





37%

People will try to find anotherwebsite that works better



Which devices did peopleuse for product research?

44% are usingtheir smartphone when

researching for cinema tickets


Find another website


The Smart Shopper – Clothing & footwearThe consumer purchase journey and the role of the internet in making their last purchase decision

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Clothing & footwear: Highlights



Smartphone Computer Tablet

30%

81%

5%

Which devices did people use for product research?

3 out of 10 the consumers use a smartphone to research clothing & footwear

54%Research online

The consumers research online prior to purchase

What online or offline research did people do prior to their recent purchase?

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Clothing & footwear: Highlights



More than half purchase clothing and footwear to meet

an urgent need

What motivated people's product purchase?

The consumers research online and buy

offline afterwards


36%

18% of theconsumers made theirlatest purchase online


52%


The Smart Shopper – Do it yourselfThe consumer purchase journey and the role of the internet in making their last purchase decision

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Do it yourself: Highlights



78%research online

prior to purchase

The internet has asubstantial impact on

purchase

Offline purchases begin online



Research online / Purchase online

Research online / Purchase offline

Research offline / Purchase online

18%

61%

16%

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Do it yourself: Highlights



46%

People make their purchasebecause they had an

urgent need


How did people use the Internet to help make their purchase decision?

59% are using the internet forcomparing prices and products


The Smart Shopper – Flights (leisure)The consumer purchase journey and the role of the internet in making their last purchase decision

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Flights (leisure): Highlights



Used Not used

93%

7%


93% use search engineswhen purchasing

flight tickets

Among the consumers

63%buy flight tickets online


#194% of the consumersresearch flight tickets

online


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Flights (leisure): Highlights



69%

The consumers compare flights online

Consumers useairline websites to purchase

flight tickets

In which part(s) of the purchase process did people use the Internet??

On what type of website did people make their online purchase?


89%

8%

Column 1

63% of theconsumers only research

and purchase online

Compared choices


The Smart Shopper – GroceriesThe consumer purchase journey and the role of the internet in making their last purchase decision

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Groceries: Highlights



Compared prices

Get Loca-tions

61%

35%


61% use the Internetto compare prices

1 out of 4 buytheir groceries on offer


In Vietnam the consumers use a smartphone

for online research


34%


The Smart Shopper – Ground Travel The consumer purchase journey and the role of the internet in making their last purchase decision

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Ground travel: Highlights




8 out of 10 of theconsumers use search engines

for their purchase decision

9 out of 10 research online prior to

purchase

What online or offline research did peopledo prior to their recent purchase?

61% of people bothresearch online before

purchasing offline


83%


The Smart Shopper – Hair CareThe consumer purchase journey and the role of the internet in making their last purchase decision

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Hair Care: Highlights


…but 58% research onlinebefore making a purchase


60%

The consumers usethe internet to compare

products and prices


How many brands did people consider before product purchase?

24% only considerone brand prior

to purchase


Used the internet to makecomparisons


The Smart Shopper – Home appliancesThe consumer purchase journey and the role of the internet in making their last purchase decision

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Home appliances: Highlights



2 out of 10 purchases home appliances online


The consumers compare products,prices and features online

before purchase


82%

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Home appliances: Highlights




8 out of 10 consumers buy homeappliances based on a urgent need

The consumersresearch their purchased

products online


Online determines offline!62% researched online

before purchasing offline


80%research online

prior to purchase


The Smart Shopper – Home furnishingsThe consumer purchase journey and the role of the internet in making their last purchase decision

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Home furnishings: Highlights



71%

The consumers’purchases were driven

by online research



Online research effect both online and offline sales

Research online, purchase online

Research online, purchase offline

17%

54%

research onlineprior to purchase


The Smart Shopper – Hotel (leisure)The consumer purchase journey and the role of the internet in making their last purchase decision

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Hotels (leisure): Highlights




87% research hotelsonline before purchase

Did people do any online or offline research prior to their recent purchase?

87%

1 out of 3 purchasestheir hotel stay online


….but what online researchare the consumers doing?

Watch on-line video

Compared choices

Looked up reviews

27%

68%44%

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Hotels (leisure): Highlights



50%

Half the consumersresearch online

prior to offline purchase



Hotel chain websitesis the most popular place

to purchase hotel stays

Hotel chain Price comparison websites

Travel Agent

29% 28% 26%


The Smart Shopper – LaptopsThe consumer purchase journey and the role of the internet in making their last purchase decision

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Laptops: Highlights


…but 84% research onlinebefore making a purchase


55%

And over half use smartphone for doing

online research



29% of the consumerspurchase their laptop

on promotion



The Smart Shopper – Make-upThe consumer purchase journey and the role of the internet in making their last purchase decision

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Make-up: Highlights



74%

Consumers research onlineprior purchase


Did people research or purchasetheir product online or offline?

61% of the consumers who makes a purchase in a store research online

prior to purchase

Research on-line/purchase

online

Research on-line/purchase

offline

13%

61%

24% of the consumerspurchase on promotion


Did online research beforemaking a purchase

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Make-up: Highlights





Many will try to find anotherwebsite that works better



42% are researching formake-up on their

smartphone


42% 37%



The Smart Shopper – Mobile phonesThe consumer purchase journey and the role of the internet in making their last purchase decision

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Mobile phones: Highlights



Online research is big

63%

Offline sales begin online


82% are influenced by search engines when

making a purchase decision



Online Offline

73%

91%

Did online research beforemaking a purchase offline

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Mobile phones: Highlights



26% are researchingusing their smartphone

Which devices did people usefor product research?

23% are buying theirmobile phones on a suparmarket website


23

13

44

20

Supermarket Retailer Other Auction

%


The Smart Shopper – MusicThe consumer purchase journey and the role of the internet in making their last purchase decision

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Music: Highlights



74% research onlinebefore purchasing

music

What online or offline research did people do prior to their recent purchase.?

53%

5 out of 10 use a smartphone for doing

online research



53% of theconsumers are purchasing

music online.


The Smart Shopper – Personal LoanThe consumer purchase journey and the role of the internet in making their last purchase decision

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Personal Loan: Highlights



…and 75% do so viaa search engine


79%

…while 1 out of 10 end up making their purchase online

Where did people make their purchase?What online or offline research did people do prior to their recent purchase?

The consumers research online

prior to taking out a loan

Research online


The Smart Shopper – Real EstateThe consumer purchase journey and the role of the internet in making their last purchase decision

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Real Estate: Highlights


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

57% use a smartphonefor online research

76%

57% of offline real estatesales begin online


What online or offline research did peopledo prior to their recent purchase?

The consumers research online

prior to purchasing real estate


Research real estate onlineprior to purchase


The Smart Shopper – RestaurantsThe consumer purchase journey and the role of the internet in making their last purchase decision

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Restaurants: Highlights



50% use a smartphonefor online research

39%

63% of all sales aredriven by online

research



Restaurant guestsare often motived bya promotion/discount



The Smart Shopper – TelevisionThe consumer purchase journey and the role of the internet in making their last purchase decision

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Television: Highlights



The consumers use a search engine when making

their purchase decision


Used Not used

79%

21%

45% of the consumers use a smartphone for

online research


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Television: Highlights



39%

38%

23%

Supermarket Electronics RetailerOthers

71%Researched online before

purchasing offline

Online research has asubstantial impact on

offline purchase

The consumers usea variety of websites

for their online purchases



20% bought theirlatest TV-set on promotion



The Smart Shopper – Vitamins & OTC remediesThe consumer purchase journey and the role of the internet in making their last purchase decision

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Vitamins & OTC remedies: Highlights



53%

40% researches justmoments before

Making their purchase

When did people start researching their product purchase?

In which part(s) of the purchase process did people use the Internet?

Consumers use the internetto compare prices

and products

Compare products/prices online to make a purchase decision

62% use the internetfor research


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The Smart ViewerProvides insight into people's recent online video use across different devices.


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The Smart Viewer is a Mobile Viewer


Source: The Connected Consumer Survey 2015*At least once a monthBase: Internet users (accessing via smartphone)

9 out of 10

consumers are watching online videoon their smartphones*

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The users watch online video at home and alone


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

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Why are we watching online video?


To relax

To be entertained

To learn

To pursue a hobby

Find product information

67%

65%

46%

41%

30% 7 out of 10 ofthe consumers are watchingvideos because they want to relax

What motivated people to watch online videos in the last week?

Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Watched online video in the past week | Answering based on a recent online video session

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Tomorrow’s TV is Online



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

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Long videos in the evening


Source: The Connected Consumer Survey 2015Base: 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

First thing in the morning

Morning Lunchtime Afternoon Evening Last thing in the evening

0%5%

10%15%20%25%30%35%40%45%50%

Most people are watching online video in the evening

At what time did people watch online videoin the last week on a weekday?

VN 97SLIDE

The Smart Viewer is a Focused Viewer


5 out 10watch online video content related to their surroundings

68%are focused when

watching online video


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MethodologyData 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 2015MethodologyConnected Consumer Survey

Populationo 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

Samplingo 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 administrationo 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 surveyedo Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews.

Weightingo Data was weighted according to local Census data

Timingo Enumeration surveys were administered between in Q1 2014 and 2015.


Consumer Barometer 2015MethodologyConsumer Barometer Survey

PopulationTarget population: online population who use at least one connected device and made a purchase of at least one of the relevant products from the product list. Depending on the country we focused on the population 16+ except:

• Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan

Samplingo Sample size was set at a minimum of n=3,000 in each country except some Asian and African countrieso Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online

activities and smartphone usage to ensure local representativness for the online population

Survey administrationo Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face

interviewso Questionnaires were administered in local language(s) for all countries surveyedo Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries

Weightingo The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted

Timingo Consumer Barometer surveys were administered in 2014 and 2015.

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CB Country Report '15 - Vietnam

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Transcript of CB Country Report '15 - Vietnam