Académique Documents
Professionnel Documents
Culture Documents
Barometer
Country Report Vietnam
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Table of Content
Where to find what
Internet usage
Devices
11-15
06-10
Research behavior
Purchase behavior
Local shopper
International
Industries
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Online Video
16-27
28-33
34-36
37-40
41-90
91-97
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Executive Summary
The Top 3 Trends that define Vietnam
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8 out of 10
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Vietnam is online
Especially consumers under 34 years old are online often
How often do you go online? (%)
Do you go online every day?
18
89%
87%
77%
54% 46%
78
46%
11%
Daily
Weekly
13%
23%
Monthly or less
Under 25
25-34
35-44
Yes
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54%
45-54
No
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Over 55
77%
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90%
36%
13%
Use devices to go online while
watching TV
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Computer
9%
Smartphone
Tablet
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1,4
devices pr. person
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Tablet
12%
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Smartphone
55%
Source: The Connected Consumer Survey 2015
Base: total online and offline population
Computer
46%
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55 and over
63
45-54 years
19%
34%
35 - 44 years
Of the consumers
in Asia use a
smartphone
57%
25 - 34 years
70%
Under 25 years
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76%
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Listen to music
Look up maps and directions
43%
13%
23%
6%
54%
Play games
Check email
28%
23%
59%
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56%
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Search is mobile
6 out of 10 are
using search
engines
via smartphones at
least weekly
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91%
Offline
5%
73%
Online
are researching
online only
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Car Insurances
Groceries
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Cinema Tickets
Ground Travels
Hair Care
Do it yourself
Home appliances
Flight Tickets
Home Furnishings
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Hotel Stays
Personal Loans
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Laptops
Real Estate
Make-up
Restaurants
Mobile Phones
Televisions
* Over-the-counter remedies
Source: The Consumer Barometer Survey 2015
Question: 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)
Music
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66%
51%
52%
50%
70%
36%
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Compared choices
online
Sought advice
online
Prepared for
immediate
purchase*
Brand
websites
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28%
Retailer
websites
Search
Engine
10%
Previous experience
12%
40%
Other people
Research
13%
Advertising
25%
Other
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70
11%
Advice sites
12%
17%
Social networks
Search engine
Retailer websites
Brand websites
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26%
70%
28%
36%
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Under 25 years
44%
25-34 years
47%
45%
35-44 years
45-54 years
55 and over
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32%
35%
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
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78%
65%
Smartphone Users
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Smartphone Non-Users
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42%
43%
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47%
42%
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70
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19%
Online*
81%
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Offline/other
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73%
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Online purchase
Offline purchase
17%
56%
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44%
45-54 years
Under 25
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10%
19%
45%
35-44 years
25-34 years
Research online
Purchase online
16%
50%
17%
58%
20%
60%
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75%
68%
61%
63%
62%
61%
36%
17%
17%
18%
32%
Do It Yourself
Footwear
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23%
18%
Flights
Groceries
18%
6%
2%
Clothing &
54%
51%
46%
Ground Travel
Hair Care
(Leisure)
17%
Home
Home
Appliances
Furnishings
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71%
63%
61%
71%
68%
60%
57%
50%
56%
48%
35%
26%
20%
14%
Hotels
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Laptop
13%
Make-up
11%
Mobile
Phones
Music
Personal
Loan
17%
4%
9%
Television
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6%
Vitamins &
OTC
5 out of 10
of the consumers
only consider 1-2 brands
before purchase
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Local Behavior
How does people research for local businesses?
66
Researched locally
a day or less before
visiting.
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Promotions
66%
28%
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Prices
Business hours
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28%
26%
23%
19%
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Computer Hardware
54
26
38
38%
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A common issue is
that delivery time is too long
39
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%
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61%
63%
34%
Look for
opinions
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75
86%
56%
29%
21%
Brand
websites
Retailer
websites
Search
Engine
Price
Comparison
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53
37
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17
6 out of 10 of all
purchases are made
for a social gathering
Offline purchases
begin online
68%
17%
Research online, Research online,
purchased online purchased offline
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37
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54
81%
30%
5%
Research online
Smartphone
What online or offline research did people
do prior to their recent purchase?
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Computer
Tablet
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The consumers
research online and buy
offline afterwards
36
Where did people make their purchase?
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52
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Do it yourself: Highlights
Offline purchases begin online
61%
18%
16%
Research online /
Purchase online
Research online /
Purchase offline
Research offline /
Purchase online
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78
research online
prior to purchase
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Do it yourself: Highlights
59% are using the internet for
comparing prices and products
46
How did people use the Internet to
help make their purchase decision?
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63%
buy flight tickets online
93%
#1
7%
Used
Not used
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8%
The consumers
compare flights online
69
63% of the
consumers only research
and purchase online
Compared choices
Airline
Travel Agent
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Groceries: Highlights
In Vietnam the
consumers use a smartphone
for online research
1 out of 4 buy
their groceries on offer
61%
34%
35%
Compared prices
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Get Locations
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83%
What online sources did people
use to make a purchase decision?
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60
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*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
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82%
Where did people make their purchase?
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The consumers
research their purchased
products online
80
research online
prior to purchase
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54%
71
research online
prior to purchase
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17%
Research online,
purchase online
Research online,
purchase offline
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68%
44%
87%
27%
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50
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28%
Hotel chain
Price comparison
websites
26%
29%
Travel Agent
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Laptops: Highlights
29% of the consumers
purchase their laptop
on promotion
55
What motivated peoples purchase?
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Make-up: Highlights
24% of the consumers
purchase on promotion
74
61%
13%
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Research
online/purchase
online
Research
online/purchase
offline
Make-up: Highlights
42% are researching for
make-up on their
smartphone
42%
Which devices did people
use for product research?
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37%
How often do people encounter
issues accessing websites via smartphone?
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91%
73%
63
Online
Offline
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20
13
44
Supermarket
Which devices did people use
for product research?
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Retailer
Other
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Auction
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Music: Highlights
53% of the
consumers are purchasing
music online.
53
5 out of 10 use a
smartphone for doing
online research
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79
Research online
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76
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Restaurants: Highlights
Restaurant guests
are often motived by
a promotion/discount
39
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Television: Highlights
The consumers use
a search engine when making
their purchase decision
79%
21%
Used
Not used
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Television: Highlights
The consumers use
a variety of websites
for their online purchases
23%
71
39%
38%
Supermarket
Electronics Retailer
Others
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53
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9 out of 10
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consumers
are watching online video
on their smartphones*
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89%
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Find product
information
To pursue a
hobby
To learn
To be entertained
To relax
30%
41%
46%
65%
67%
7 out of 10 of
the consumers
are watching
videos because
they want to relax
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Tomorrows TV is Online
What are the users watching?
78
57%
22%
are watching
gaming videos
are watching
music videos
28%
are watching
sport
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10:00
How long were the online videos
people watched in the last week?
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Morning
Lunchtime
Afternoon
Evening
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Last thing in
the evening
5 out 10
watch online video content related
to their surroundings
68%
are focused when
watching online video
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Methodology
Data 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.
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18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan
Sampling
o 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 administration
o 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 surveyed
o Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews.
Weighting
o Data was weighted according to local Census data
Timing
o Enumeration surveys were administered between in Q1 2014 and 2015.
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Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan
Sampling
o Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries
o 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 administration
o Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews
o Questionnaires were administered in local language(s) for all countries surveyed
o Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries
Weighting
o The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted
Timing
o Consumer Barometer surveys were administered in 2014 and 2015.
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THANK YOU!
CONTACTS:
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