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we are social�
VIETNAM �SOCIAL, DIGITAL �AND MOBILE IN�
OCTOBER 2012 �
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FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASE �
CONTACT SIMON KEMP AT WE ARE SOCIAL:�
@WEARESOCIALSG �
+65 9146 5356 �
WEARESOCIAL.SG �
3 �
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91,519,000 �
30,858,742 �
8,525,000 �
127,318,045 �
TOTAL POPULATION�
INTERNET USERS�
USERS ON TOP SOCIAL NETWORK�
MOBILE SUBSCRIBERS�
VIETNAM �OCT�2012 �
URBAN�
INTERNET PENETRATION�
SOCIAL NETWORKING PENETRATION�
MOBILE PENETRATION�
RURAL �
31%�
139%�
34%�
69%�
9%�
COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012);
URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (OCT 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) � 3 �
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91,519,000 �CURRENT POPULATION OF VIETNAM: �
SOURCE: THE US CENSUS BUREAU (OCT 2012) � 4 �
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1,000,000 �PEOPLE IN 2012 ALONE �
VIETNAM’S POPULATION�WILL GROW BY ALMOST�
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU� 5 �
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54%�OF VIETNAM’S POPULATION�IS UNDER THE AGE OF 30 �
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) � 6 �
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25%�OF VIETNAM’S POPULATION�IS BELOW THE AGE OF 15 �
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU� 7 �
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69%�OF VIETNAM’S POPULATION�
LIVES IN RURAL AREAS �
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011) � 8 �
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30,858,742 �INTERNET USERS IN VIETNAM: �
SOURCE: INTERNETWORLDSTATS (SEP 2012) � 9 �
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34%�
INTERNET PENETRATION�IN VIETNAM IS AROUND �
SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012) � 10 �
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THAT’S HIGHER THAN THE �GLOBAL AVERAGE OF 33%�
SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012) � 11 �
(! )!
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1,590,000 �
NEW INTERNET USERS �IN VIETNAM THIS YEAR: �
SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS� 12�
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5%�
GROWTH IN INTERNET�USERS IN VIETNAM IN 2012: �
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS� 13�
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18TH LARGEST�IN THE WORLD �
VIETNAM’S INTERNET�POPULATION IS THE �
SOURCE: INTERNETWORLDSTATS (SEP 2012) � 14�
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95%�OF VIETNAMESE PEOPLE AGED �
15-24 HAVE ACCESS TO THE INTERNET�
SOURCE: CIMIGO NETIZENS REPORT 2012 � 15 �
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73%�OF VIETNAM’S INTERNET�USERS ARE UNDER 35 �
SOURCE: COMSCORE (APR 2012) � 16 �
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66%�OF VIETNAMESE NETIZENS �USE THE WEB EVERY DAY �
SOURCE: CIMIGO NETIZENS REPORT 2012� 17 �
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29 HOURS �ON THE INTERNET EACH MONTH �
VIETNAMESE NETIZENS �SPEND AN AVERAGE OF�
SOURCE: COMSCORE (APR 2012) � 18�
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DEVICES THAT VIETNAMESE �NETIZENS USE TO GO ONLINE:�
SOURCE: CIMIGO NETIZENS REPORT 2012� 19 �
LAPTOPS�DESKTOPS �47%�81% �
MOBILES�56%�
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75%�OF VIETNAMESE HOUSEHOLDS �HAVE A DESKTOP COMPUTER �
SOURCE: NIELSENWIRE (NOV 2011) � 20 �
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WHERE ARE VIETNAM’S�NETIZENS GOING ONLINE?�
SOURCE: YAHOO!-KANTAR MEDIA NET INDEX VIETNAM 2011 � 21�
FROM HOME � FROM WEBCAFÉS�
88%� 36%�
VS�
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95%�OF VIETNAM’S INTERNET USERS�
VISIT ONLINE NEWS SITES �
SOURCE: CIIMIGO NETIZENS REPORT 2012 � 22 �
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90%�OF VIETNAMESE NETIZENS �
WATCH ONLINE VIDEO �
SOURCE: COMSCORE VIDEO METRIX (AUG 2012) � 23 �
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THE ASIAN AVERAGE �IS JUST 69%�
SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012 � 24�
(! )!
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13,050,000 �
UNIQUE VIEWERS OF ONLINE �VIDEO IN VIETNAM IN JUNE 2012: �
SOURCE: COMSCORE VIDEO METRIX (AUG 2012) � 25 �
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137 VIDEOS�IN JUNE 2012 �
THE AVERAGE NETIZEN�IN VIETNAM WATCHED �
SOURCE: COMSCORE VIDEO METRIX (AUG 2012) � 26 �
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1,792,848,000 �
NUMBER OF ONLINE VIDEOS WATCHED BY �NETIZENS IN VIETNAM IN JUNE 2012: �
SOURCE: COMSCORE VIDEO METRIX (AUG 2012) � 27�
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THAT’S MORE THAN 691�VIDEOS EVERY SECOND �
SOURCE: BASED ON DATA FROM COMSCORE VIDEO METRIX (AUG 2012) � 28 �
(! )!
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79%�OF VIETNAM’S INTERNET USERS�
VISIT ONLINE RETAIL SITES �
SOURCE: COMSCORE MEDIA METRIX (APR 2012) � 29 �
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61% �OF VIETNAM’S NETIZENS �
MAKE ONLINE PURCHASES�
SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012) � 30 �
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89%�OF VIETNAM’S NETIZENS INTEND TO MAKE �
ONLINE PURCHASES IN THE NEXT 6 MONTHS �
SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012) � 31�
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55%�OF VIETNAMESE NETIZENS BELIEVE THE INTERNET�HAS HELPED IMPROVE THEIR SELF-CONFIDENCE �
SOURCE: ADMA YEARBOOK 2012 � 32 �
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86%� OF VIETNAMESE INTERNET USERS �VISIT SOCIAL NETWORKING SITES�
SOURCE: COMSCORE MEDIA METRIX, APR 2012 � 33 �
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8,525,000�SOCIAL NETWORK USERS IN VIETNAM:�
SOURCES: FACEBOOK (OCT 2012) � 34 �
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1,723,000 �
NEW SOCIAL MEDIA USERS �IN VIETNAM THIS YEAR:�
SOURCES: BASED ON FIGURES FROM FACEBOOK (OCT 2012) AND ZING.ME (NOV 2011) � 35 �
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19% �OF VIETNAMESE NETIZENS USE �SOCIAL NETWORKS EVERY DAY �
SOURCE: CIMIGO NETIZENS REPORT 2012� 36 �
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79%�OF VIETNAM’S SOCIAL MEDIA USERS �HAVE LIKED OR FOLLOWED A BRAND �
SOURCE: NIELSENWIRE (AUG 2011) � 37�
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81%�OF VIETNAMESE NETIZENS USE SOCIAL �
MEDIA TO INFORM PURCHASE DECISIONS�
SOURCE: NIELSEN (MAR 2012) � 38 �
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THAT’S SIGNIFICANTLY �HIGHER THAN THE ASIAN
REGIONAL AVERAGE OF 60%�
SOURCE: NIELSEN (MAR 2012), AS CITED IN THE ADMA YEARBOOK 2012 � 39 �
(! )!
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IN OCTOBER 2012, FACEBOOK OVERTOOK ZING TO BECOME
VIETNAM’S TOP SOCIAL NETWORK�
SOURCE: BASED ON THE LATEST SITE-REPORTED FIGURES FOR BOTH NETWORKS, AS OF OCT 2012 � 40 �
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USERS ON TOP SOCIAL �NETWORKS IN VIETNAM �
SOURCE: LATEST SITE-REPORTED FIGURES FROM EACH NETWORK, AS AT OCT 2012 � 41 �
FACEBOOK� ZING �
8.5 M � 8.2 M �
VS�
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500,000 �IN THE PAST 2 WEEKS ALONE �
THE NUMBER OF FACEBOOK USERS IN�VIETNAM HAS GROWN BY MORE THAN�
SOURCE: SOCIALBAKERS (OCT 2012) � 42 �
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SOURCE: DOUBLECLICK ADPLANNER (JUN 2012, AS CITED IN VIETNAMNET BRIDGE) �
SOCIAL NETWORK VISITORS�JUN�2012 �
43 �
8.2 M �
6.8 M �
FACEBOOK� ZING �
1.9 M �
YUME �
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28%�OF VIETNAMESE NETIZENS �
HAVE A FACEBOOK ACCOUNT�
SOURCE: BASED ON DATA FROM FACEBOOK (OCT 2012) AND INTERNETWORLDSTATS (SEP 2012) � 44�
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146%�IN THE PAST�
6 MONTHS ALONE �
GLOBALLY, �VIETNAM IS FACEBOOK’S�
FASTEST GROWING COUNTRY, GROWING �
SOURCE: SOCIALBAKERS (OCT 2012) � 45 �
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3 SECONDS�
A NEW USER FROM VIETNAM �JOINS FACEBOOK EVERY �
SOURCE: BASED ON DATA FROM SOCIALBAKERS (OCT 2012) � 46 �
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94%�OF VIETNAM’S FACEBOOK�
USERS ARE UNDER 35 �
SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012) � 47 �
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SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012) �
FACEBOOK IN VIETNAM �OCT�2012 �
48 �
18-24:�54%�
13-17:�17%�
25-34:�23%�
35--44:�3%�
45-54:�1%�
55-64:�<1%�
65+:�<1%�
MALE:�56%�
FEMALE:�44%�
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SOURCE: SOCIALBAKERS (OCT 2012) �
TOP FACEBOOK PAGES IN VIETNAM �OCT�2012 �
49 �
# � FACEBOOK PAGE � ‘LIKES’�
01 � EWAY.VN� 928,991 �
02 � CHONMUA� 741,178 �
03 � APPSTORE.VN� 228,756 �
04� MUACHUNG� 225,949 �
05 � KFC VIETNAM � 222,281 �
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27%�OF VIETNAMESE NETIZENS �
HAVE A ZING ACCOUNT�
SOURCE: BASED ON THE LATEST AVAILABLE FIGURES FROM ZING.ME (AS AT OCT 2012), AND INTERNETWORLDSTATS (OCT 2012) � 50 �
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59%�
ZING’S REACH ACROSS�VIETNAM’S NETIZENS: �
SOURCE: COMSCORE MEDIA METRIX (APR 2012) � 51�
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77% �OF ZING’S USERS�ARE UNDER 25 �
SOURCE: ZING (MAR 2012) � 52 �
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SOURCE: ZING (MAR 2012) �
ZING’S USER BASE BY AGE �MAR �2012 �
53 �
25-35:�12%� 13-17:�
38%�
18-24�39%�
36+:�11%�
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8,000,000 �CHAT MESSAGES ARE �
SENT ON ZING EVERY DAY �
SOURCE: ZING (MAR 2012) � 54 �
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24%�OF VIETNAM’S NETIZENS �
HAVE A YOUTUBE ACCOUNT�
SOURCE: NIELSEN, AS CITED IN THE ADMA YEARBOOK 2012 � 55 �
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OF VIETNAMESE NETIZENS HAVE �USED TWITTER IN THE PAST MONTH �
9%�
SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012) � 56 �
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45,000 �
UNIQUE VISITORS TO PINTEREST�FROM VIETNAM IN Q1 2012:�
SOURCE: COMSCORE MEDIA METRIX (APR 2012) � 57�
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35%�OF VIETNAM’S MOBILE INTERNET USERS �ACCESS SOCIAL MEDIA ON THEIR PHONE �
SOURCE: CIMIGO NETIZENS REPORT 2012 � 58 �
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127,318,045 �MOBILE PHONE SUBSCRIPTIONS IN VIETNAM:�
59 �SOURCES: BASED ON ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) �
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THE NUMBER OF MOBILE SUBSCRIPTIONS IN VIETNAM HAS
DECLINED BY 2% THIS YEAR �
SOURCE: BASED ON ITU SUBSCRIBER FIGURES (NOV 2011 AND SEP 2012) � 60 �
(! )!
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1.4 �MOBILE SUBSCRIPTIONS�
ON AVERAGE, EVERYONE �IN VIETNAM HAS AROUND �
SOURCE: BASED ON ITU SUBSCRIBER FIGURES (SEP 2012) AND DATA FROM THE US CENSUS BUREAU (OCT 2012) � 61 �
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2,100,000,000 �ADVERTS ARE SERVED TO MOBILE �
DEVICES IN VIETNAM EVERY MONTH �
SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 � 62 �
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THAT’S MORE THAN 805�ADVERTS EVERY SECOND �
SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 � 63 �
(! )!
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SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 �
SHARE OF MOBILE AD IMPRESSIONS�Q1 �2012 �
64 �
NOKIA� SAMSUNG � LG �
59%�
22%�
APPLE �
5%� 3%�
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93%�OF MOBILE ADVERTS IN VIETNAM �
ARE DELIVERED TO FEATURE PHONES�
SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q4 2011 � 65 �
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NOKIA 3110 �
TOP HANDSET BY SHARE �OF AD IMPRESSIONS:�
SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 � 66 �
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62%�OF VIETNAM’S INTERNET USERS�
ACCESS VIA MOBILE DEVICES �
SOURCE: BASED ON DATA FROM BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012), AND INTERNETWORLDSTATS (OCT 2012) � 67 �
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19,000,000 �MOBILE INTERNET USERS IN VIETNAM: �
SOURCE: BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012) � 68 �
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38%�OF MOBILE USERS IN VIETNAM �GO ONLINE VIA THEIR PHONES�
SOURCE: CIMIGO NETIZENS REPORT 2012 � 69 �
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16% �
SMARTPHONE �PENETRATION IN VIETNAM: �
SOURCE: ERICSSON CONSUMERLAB (AUG 2012) � 70 �
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35%�OF VIETNAM’S MOBILE �
USERS USE MOBILE APPS�
SOURCE: ERICSSON CONSUMERLAB (AUG 2012) � 71 �
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32%�OF VIETNAM’S NETIZENS WOULD MAKE �ONLINE PURCHASES VIA THEIR PHONE �
SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012) � 72 �
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GET MORE #SDMW REPORTS AT WEARESOCIAL.SG �
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WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY.�
WE HELP BRANDS TO LISTEN TO, UNDERSTAND,�AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA.�
WE’RE ALREADY HELPING MANY OF THE WORLD’S �TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL,
DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. �
IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU�TOO, CALL SIMON KEMP ON +65 9146 5356, OR �
EMAIL US AT [email protected].�
FIND OUT MORE AT WEARESOCIAL.SG.�