VIETNAM

DIGITAL LANDSCAPE 2015

BY MOORE CORPORATION

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

01
VIETNAM IN GLOBAL CONTEXT

In the world:
14th

Population:
GDP Growth Rate: 2nd
Internet Penetration Rate: 39%

In Asia:
Internet Users: 7th
Digital Access Index: 0.31
Smartphone User: 15th

02
VIETNAM DIGITAL MARKETING
OVERVIEW
4

NETIZEN

OVERVIEW

POPULATION
POPULATION BY GENDER

50.4%

fvdvdvhe
llo

49.6%

Male
Nam

Female
N

POPULATION BY REGION
90,493,352

31%
Total Population

Urban
Rural

69%

NETIZEN

OVERVIEW

POPULATION

VIETNAM POPULATION STRUCTURE

BY AGE
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
9--14
5--9
0-4

2.80%
4.20%
6.20%
6.80%
7.30%
7.60%
7.90%
8.50%
8.50%
9.20%
8.20%
7.90%
8.00%

DIGITAL IMMIGRANT
(42%)
This older generation knew
internet when they were an
adult. They often feel the
need to 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 trendleaders

NETIZEN

OVERVIEW

CHANGE FROM 2005 TO 2014

VIETNAM CHANGES FROM 2005 TO 2014

140

128.6

120

Millions

100

90.9
82.4

80
2005
2014

60
39.8

40
20

12.9

15.8

0
POPULATION

INTERNET USER

MOBILE
SUBSCRIPTION

Number of Internet Users increases more than 3 times and number of

Mobile Subscription increases 8 times in 2014 when comparing with ones
in 2005

NETIZEN

OVERVIEW

INTERNET USER

Millions

VIETNAM INTERNET USER

45

60.0%
39.8

40

34.9 36.1

35

30.6

30
20.8

22.8

14.7

15

10.7

10
3.3
0.2
0.3%

39.3%

40.2%

34.8%
30.8%

17.7

20

43.8%

26.8

25

50.0%

24.5%

40.0%

30.0%

26.5%

21.0%

20.0%

17.6%

10.0%

13.0%

4.0%

0.0%

2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

The number of user

Penetration rate of population-base

44% of Vietnam total population is Internet User

8

OVERVIEW

BY DEVICE

WHICH DEVICE PEOPLE USE?

Mobile Phone

93%

Computer

44%

Smartphone

36%

Tablet

5%

Internet Enable TV

4%
0%

20%

40%

60%

80%

100%

Mobile Phone continues to become the No.1 Device of Population

Base: Total Online and Offline Population, n = 1000

OVERVIEW

69 MINUTES
ON TV

160 MINUTES
ON LAPTOP

VIETNAM

TIME SPENDING ON DEVICE

169 MINUTES
ON SMARTPHONE

69 MINUTES
ON TABLET

GLOBAL

113 MINUTES
ON TV

108 MINUTES
ON LAPTOP

168 MINUTES
ON SMARTPHONE

50 MINUTES
ON TABLET

10
Base: People access to device

OVERVIEW

ADVERTISING REVENUE

ESTIMATED VIETNAM ONLINE ADVERTISING REVENUES IN 2014

5%

3% 4%

8%
42%
11%

Facebook
Google
Admicro
FPT
24H
VNG
Other

27%

70% total online advertising revenue in Vietnam belongs to Google and Facebook
11
Source: Moore Estimation 2014

03
ONLINE POPULATION
DEMOGRAPHIC
12

DEMOGRAPHIC

BY AGE

VIETNAM INTERNET USER BY AGE

Vietnam Internet User is dominated by

young generation in 15-35 years old.

95
70
35

18
15-24

25-34

% Internet User

35-49

50-64

Total Population by Age

Base: Urban internet user 15 64, n=5800

13

DEMOGRAPHIC

BY GENDER

VIETNAM INTERNET USER BY GENDER

43%
57%

Base: Urban internet user 15-64, n=5800

Male
Female

14

04
VIETNAM
INTERNET USER BEHAVIOR
15

USER BEHAVIOR BEHAVIOR THROUGH DEVICE

HOW DO PEOPLE GO ONLINE WITH DIFFERENT
DEVICES?
35%

31%

30%
25%

21%

21%

20%
15%

11%

10%
3%

5%
0%

Only via computer/tablet Only via Smartphone

Via smartphone and

Via smartphone more
computer/tablet equalty
often than
computer/tablet

Base: Internet users (via computer, tablet or smartphone), n = 538

Via computer/tablet
more often than
smartphone

16

USER BEHAVIOR MEDIA ACTIVITIES

DEVICE ACCESS BY TIME OF DAY
40%
35%
30%
25%
20%
15%
10%
5%

0%
Before 9am

9am - Before 12pm - Before 2pm - Before

12pm
2pm
4pm
Desktop

Laptop/Notebook

4pm - Before
6pm

6pm - Before
8pm

Mobile Phone

8pm - Before 10pm Onwards

10pm

Table

8PM-10PM is peak time using Laptop and Mobile Phone

17
Base: online consumers 16+, n=1026

USER BEHAVIOR ONLINE ACTIVITIES

ONLINE ACTIVITIES BY TIME OF DAY
45%
40%
35%
30%
25%
20%
15%
10%

5%
0%
Before 9am

9am - Before
12pm
Social Media

12pm - Before
2pm

2pm - Before
4pm

Online News

4pm - Before
6pm

6pm - Before
8pm

Online Video (+ Internet TV)

8pm - Before
10pm

10pm Onwards

Online Shopping

18
Base: online consumers 16+, n=1026

USER BEHAVIOR ONLINE ACTIVITIES

ONLINE ACTIVITIES OF 15-24 YEARS OLD
100%
90%
80%
70%
60%
50%

40%

Never

30%

Rarely
Sometimes

20%

Frequently

10%
0%

Users in 15-24 years old spending more time on Social networking..

19
Base: Urban Internet User, n=2970

USER BEHAVIOR ONLINE ACTIVITIES

ONLINE ACTIVITIES OF 25-34 YEARS OLD
100%
90%
80%
70%
60%
50%
40%

Never

30%

Rarely

20%

Sometimes

10%

Frequently

0%

While users in 25-34 years old spending more time on reading newspaper.
20
Base: Urban Internet User, n=2970

USER BEHAVIOR ONLINE ACTIVITIES

ONLINE ACTIVITIES OF 35-45 YEARS OLD
100%
90%
80%
70%
60%
50%
40%

Never
30%

Rarely

20%

Sometimes

10%

Frequently

0%

21
Base: Urban Internet User, n=2970

USER BEHAVIOR ONLINE VIDEO ACTIVITIES

WEEKLY ACCESS OF ONLINE VIDEO 2014
100%

91%

90%

85%

83%

81%

80%
67%

70%

56%

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

Philippines

Thailand

Indonesia

Malaysia

Singapore

Vietnam has the highest percentage of internet user access in online video
among Asia countries
22
Base: online consumers 16+, n=1026

USER BEHAVIOR ONLINE VIDEO ACTIVITIES

ONLINE VIDEO VIA MOBILE PHONE 2011-2014
60%
47%

50%

48%
43%

37%

40%

33%
2014
2011

30%
20%
10%
2%

5%

3%

1%

0%
16-20

21-29

30-39

40-49

0%
50+

Online Video accessed via mobile grown rapidly from 2011 to 2014
23
Base: online consumers 16+, n=1026

USER BEHAVIOR ONLINE VIDEO ACTIVITIES

TYPES OF VIDEO CLIP WATCHED BY USER-GENERATED CONTENT
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

41%

23%
18%
13%

13%

12%

12%

11%

10%

10%

% urban Internet user 15-45

Music Video is the most favorite ones of User-generated content

24
Base: Urban Internet User, n=2970

USER BEHAVIOR ONLINE VIDEO ACTIVITIES

TYPES OF SITES PEOPLE USED TO WATCH ONLINE VIDEO
100%
90%

87%

80%
70%
60%
50%

44%

40%
30%
20%

12%

15%

An online video A catch-up TV A social network

site/app
player

A news or
mahazine
site/app

8%

10%
0%

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
25
Base: Internet users | Watched online video in the past week, n=3051

Mobile has driven an unprecedented behavioral and

cultural shift, providing utility, information and
connectivity at our fingertips

05
VIETNAM MOBILE

26

MOBILE

MOBILE USER

PERCENTAGE OF SMARTPHONE USER

120%
100%
13%

13%

20%

25%

80%

29%
48%

51%

60%
40%

87%

87%

80%

75%

77%

82%

23%

18%

71%

52%
20%

49%

0%

SMARTPHONE

NON-SMARTPHONE

52% Vietnamese Mobile Users use Smartphone

27
Base: Mobile User

MOBILE

3G SUBSCRIPTION
VIETNAM 3G SUPCRIPTION

35.0

25.0%
21.4%

30.0

19.8%

Millions

20.0%
25.0

15.9%

15.0%

20.0
11.9%
15.0

27.5

10.0

29.3

10.0%

19.7
15.7

5.0%

5.0
-

0.0%
2012

2013
3G thu
Subscriptions
S
bao 3G

2014

2015

%trn
3G Subscriptions
total subscriptions
3G
tng thu bao over
di ng

28

MOBILE

MOBILE USER

SMARTPHONE USER BY GENDER

48%

MALE
52%

FEMALE

29
Base: Smartphone User, n=608

MOBILE

MOBILE USER

SMARTPHONE USERS BY AGE

70%
62%

63%

60%
47%

50%
40%

27%

30%

20%
10%
0%
16-24

25-34

35-44

45-64

30
Base: Smartphone User, n=608

MOBILE

MOBILE USER
SMARTPHONE USERS BY SEC

80%
72%
70%
60%
50%

50%
40%

40%

42%

SEC C

SEC D-F

30%
20%
10%
0%
SEC A

SEC B

31
Base: Smartphone User, n=608

MOBILE

OPERATING SYSTEM

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%

32
Base: Online Customer 16+ who use a smartphone (N=883)

MOBILE

MOBILE USER

ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE

(at least weekly)
Electronic Banking

4%

Shopping

6%

Map Usage

12%

Product Information

24%

Game

25%

Email Checking

38%

Online Video

34%

Music

39%

Search

45%

Social Network

46%
0%

10%

20%

30%

40%

50%
33

Base: Internet users (accessing via computer, tablet or smartphone), n=538

06
VIETNAM SOCIAL NETWORK

34

SOCIAL MEDIA
100%

PLATFORMS

TOP ACTIVE PLATFORMS

94%

90%
80%
70%
60%

57%

55%

50%
40%

36%

30%
22%
20%

13%

20%
15%

13%

10%

6%

5%

LinkedIn

Instagram

3%

0%
Facebook

Zing Me
Account ownership

Twitter

Pinterest

Active use (at least once at month)

Facebook and Zing are still the most popular social platforms in Vietnam
35

SOCIAL MEDIA

FANPAGE

NO.

FANPAGE

FANS

Trn Khi My

7 572 158

V Hoi Linh

7 122 134

M-TP

6 227 812

MC Trn Thnh

6 002 429

H Quang Hiu

5 998 478

Hi nhng ngi thch c tin tc 24h

5 956 402

Khi My

5 564 810

Gc Th Gin

5 412 233

ng Nhi

5 401 813

10

Minh Hng

5 389 605

36

SOCIAL MEDIA

FACEBOOK

NUMBER OF FACEBOOK USERS FROM 2011 TO 2015

35.0
31.3
30.0
27.0

Millions

25.0
19.6

20.0

15.0
10.0

8.5

5.0
1.4
2-2011

10-2012

8-2013

12-2014

3-2015

Number of Facebook Users is increasing as 22 times over 5 years

37

SOCIAL MEDIA

FACEBOOK

Millions

FACEBOOK USERS BY AGE

10
8.80

7.60

8
7
6

5.00

3.80

4
3
2

1.40

1.74

1.40

0.86

0.30

0.22

0.14

0.05

13 - 15

15 - 24

25 - 34
Male

35 - 49

50 - 64

65+

Female

Facebook User is nominated by Male

38

SOCIAL MEDIA

FACEBOOK

Millions

FACEBOOK USER BY LOCATION

12
9.82

10
8

7.27

6
4

3.20

2.80

3.40

3.00

2
0.34 0.32

0.26 0.24

0.36 0.30

Da Nang

Can Tho

Hai Phong

Ho Chi Minh

Ha Noi

Male

Others
Khc

Female

39

07
VIETNAM E-COMMERCE

40

E - COMMERCE

REVENUE

ESTIMATED VIETNAM B2C E-COMMERCE REVENUE 2014

VN Population
2014

% Internet
Users

Estimated
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

E - COMMERCE

By Age
Male

Female

DEMOGRAPHIC

By Job
41%

37%
15%

41%

7%

59%
Officer

Business
Ower

Student

Other

Women and people who work as Officers are the main online buyers

42

E - COMMERCE

USER ACTIVITIES

INTERNET HELPS PEOPLE TO MAKE PURCHASING DECISIONS BY

70%
60%

60%
50%

39%

40%

30%

30%
21%
20%

29%

29%

25%
20%
13%

10%
0%

43
Base: Internet users | Answering based on a recent purchase, n=3018

E - COMMERCE

USER ACTIVITIES

THE ONLINE SOURCES PEOPLE USE TO MAKE PURCHASING DECISIONS

45%
40%
40%
35%
30%

27%

26%

25%
20%

17%
14%

15%

11%
10%

11%

8%
6%

5%

7%

2%

0%
On brand On retailes
website
website

Social
networks

Online
vides site

Brand
pages on
social
networks
site

Advice
sites/
review
sites/
forums/
blogs

Auction or
Price
Online
classifieds comparison magazines/
site
website news sites

Email

Other online
information
source

44
Base: Internet users | Answering based on a recent purchase, n=3428

E - COMMERCE

USER ACTIVITIES

HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED

35%

33%
31%

30%
25%
20%
15%

13%

13%
9%

10%
5%
0%
Previous
experiences

Discussions
with other
people

Pre-purchase
research

Throught
advertising

None of these

45
Base: Internet users | Answering based on a recent purchase (in select categories) researched online

E - COMMERCE

USER ACTIVITIES

HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM
ADVERTISING?
50%

47%

45%
40%
35%
30%

26%

25%
20%
15%
9%

8%

10%

5%

5%

2%

0%

0%
Online

Tivi

Radio

Poster

Tp
ch/bo

Email

2%

0%
Mail

Instore
ads

Khc

46
Base: Internet users | Answering based on a recent purchase | Became aware of product through advertising, n=533

E - COMMERCE

USER ACTIVITIES

WHAT DID PEOPLE DO ONLINE AFTER COMPLETING THEIR PURCHASE?

60%

52%
50%

40%

30%

28%
18%

20%

14%
10%

0%
Shared purchase
experiences on social
network(s)

Posted reviews / ratings

about the purchase

Looked for the help on setup / product usage

None of these

47
Base: Internet users | Answering based on a recent purchase | n = 3428

08
APPENDIX

48

APPENDIX

VIETNAM ADVERTISING LANDSCAPE

49

APPENDIX

REFFERENCE SOURCES

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

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., Dist. Thanh Xuan, Ha Noi City
HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh
City
Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |

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