Vietnam internet user’s behavior 2016

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

Content Overview

Behavior in Search Network

BehaviorinSocialNetwork

BehaviorinMobileNetwork

BehaviorinE-commerce

BehaviorinRegional

1.OVERVIEW

4

INTERNETUSERS

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

Withsignificantgrowthoveryears,in2015InternetUsersaccountfor48%VietnamTotalPopulaSon

PERCENTAGEOFINTERNETUSEROVERPOPULATION

Source:AccumulatedbyMoore,2015Base:TotalPopula<on

BesidesthesharpincreasingofInternetUser,Mobile3Gremarkedwithmeaninggrowthin2015comparedwith2005.Mobilenowhasmorepowerthanever.

5

CHANGESFROM2005TO2015

82.4

12.9

0

92.0

43.9

29.3

0

10

20

30

40

50

60

70

80

90

100

POPULATION INTERNETUSERS MOBILE3G

Millions

VIETNAMCHANGESFROM2005TO2015

2005

2015

Source:AccumulatedbyMoore,2015

4% 5%

36%44%

93%

8%12%

55%46%

93%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

InternetTV Tablet Smartphone Computer MobilePhone

“Movingscreen”suchasSmartphoneandTabletprovethehighlightexpansionfromyeartoyear,inwhichremarkablychangepeople’sbehaviorinMediaconsumpSon.

Source:Google,2015Base:TotalPopula<on 6

2014 2015

52%

140%100%

DEVICEPEOPLEUSE

DEVICE USED IN 2014 AND 2015

5.55.1

6.3

5.2 5.2

3.9

4.7

4.13.7

3.3 3.22.7 2.6

2.3

0

1

2

3

4

5

6

7

Thailand Malaysia Philippines Indonesia Vietnam China Singapore

PC-TSOI Mobile-TSOI

7

TIMESPENDINGONINTERNET(TSOI)

Source:GlobalWebIndex,Q4.2014

Ataverage,VietnamInternetUserspendsabout5.2honPCand2.7honMobile

2.BEHAVIORINSEARCHNETWORK

92%

VietnameseInternetUseruseGoogleSearch

Source:GoogleBarometer2015

Source:BusinesstoCommunity,2016

3.BEHAVIORINSOCIALNETWORK

BEHAVIOR IN SOCIAL NETWORK ◦  SocialnetworkingisthemostpopularonlineacSviSyamongst15to24yearolds,with97%ofinternetusersinthisagerangeusingsocialmedia.

(source:Nielson)◦  Morethanthreequarter(79%)ofVietnam’sinternetusershave“liked”orfollowedabrand,companyorcelebrityonasocialnetworkingsite

(Source:Nielson)◦  Vietnam’slargestsocialnetworkingsiteisZingwith6.8millionusers

(Source:wearesocial)

BEHAVIOR IN SOCIAL NETWORK WhouseSocialNetwork?

13-1719%

18-2439%

25-3430%

35-448%

45-654%

FACEBOOKUSERSBYGENDER

Male46%

Female54%

FACEBOOKUSERSBYAGE

BEHAVIOR IN SOCIAL NETWORK WhouseSocialNetwork?

13-1720%

18-2454%

25-3418%

35-445%

45-653%

Male35%

Female65%

750,000Users

BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?◦  ThreequartersofVN’sinternetuserssaytheydo

notmindreceivingonlineadsaslongastheyarerelevanttotheirinterestsandneeds

◦  18%ofonlineVietnamesediscussandposttheir

ownreviewsaboutbrands,productsorservice.47%readotherpeople’scomments

(source:Nielson)

Source:DIMarke<ng,10/2015

BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?

Source:DIMarke<ng,10/2015

4.BEHAVIORINMOBILE

4. BEHAVIOR IN MOBILE  Whotheyare?

76%

70%

57%

34%

19%

0% 20% 40% 60% 80%

Under25

25-34

35-44

45-54

55andover

SMARTPHONE USERS BY AGE

52% 48% MALE

FEMALE

SMARTPHONE USERS BY GENDER

Source:Nielsen,2014;VSERV,2013

4. BEHAVIOR IN MOBILE  Whoaretheplayers?

Source:Appota,2015

4. BEHAVIOR IN MOBILE NETWORK  Whatdotheydo?

Source:GoogleStudy,2015

6%

13%

23%

23%

28%

43%

54%

56%

59%

0% 10% 20% 30% 40% 50% 60% 70%

PurchaseProducts/services

MapsandDirecSons

ProductInformaSonSearching

CheckEmail

PlayGame

ListentoMusic

WatchOnlineVideo

UseSearchEngine

VisitSocialNetwork

ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly)

4. BEHAVIOR IN MOBILE  Whatdotheydo?


4. BEHAVIOR IN MOBILE  Whatdotheydo?

Source:FourCsofVietnamMobileAdvertising-Epinion,2015

5.BEHAVIORINE-COMMERCE

5. BEHAVIOR IN E-COMMERCE  58%ofonlineusersinVitenamturntotheinternetresearchinformaSononproductesbeforebuyingthem

 (source:VCCI)

 30millionVietnameseonlineusershavevisitedonlineaucSonorshoppingsites

 (source:wearesocial)

5. BEHAVIOR IN E-COMMERCE  Whatdotheydo?



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

Personaldevices

Others

Online items purchased

Source:VietnamDigitalLandscape2015


Source:VietnamDigitalLandscape2015

HOWPEOPLEHEARABOUTTHEPRODUCTTHATTHEYPURCHASED

40%

25%

13% 12%8%

0%5%10%15%20%25%30%35%40%45%

2%5%6%6%12%

24%43%

EmailOthers

Magazine/NewspaperPoster

InstoreadsTivi

Online

HOWDIDPEOPLEFIRSTHEARABOUTTHEPRODUCT/OFFERFROMADVERTISING?

6.BEHAVIORINREGIONAL

5. BEHAVIOR IN REGIONAL

Metro • HaNoi • HoChiMinh

Tier1 • HaiPhong • DaNang • NhaTrang • CanTho

Tier2 •  ThaiNguyen •  ThanhHoa • QuyNhon • AnGiang • DongNai • VungTau

Across12CiSes

5. BEHAVIOR IN REGIONAL ◦  InternetpenetraSoninovercountry

Source:Cimigo

5. BEHAVIOR IN REGIONAL ◦  ThereisanstrongincreasingmobileusersinTier2

Source:Cimigo

5. BEHAVIOR IN REGIONAL ◦  Therearesomedifferencesinareastheyusetheinternet

Source:Cimigo

5. BEHAVIOR IN REGIONAL ◦  OnlinecommunicaSontrendsinMetro◦  SocialnetworkismoredominantthanforumandblogsinMetro

Source:Cimigo

THANK YOU

Vietnam internet user’s behavior 2016

Marketing

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