epinion consumers e-behaviour (23 dec 2011)

e consumers’

behaviors

23 December 2011

About the Survey

2

Consumers’ E-behaviors

survey was designed with

an aim to provide a fresh

update about our

consumers online

behaviors.

The survey were carried out

within the first 2 weeks of

December, 2011.

For further info or feedback,

please contact:

Ms. Tran Lien Phuong

Research Director TRAN.LIEN.PHUONG@EPINION.VN

? i

› Achieved sample: n=2,004

› Average length of the

survey: 12 mins 44 secs

11%

44% 38%

6%

Under 19 20-24 25-34 Over 35

Age

50% 50% Male

Female

7%

12%

15%

20%

20%

8%

2%

1%

< 1.500.000 VND

1.500.000 – 2.999.000 VND

3.000.000 – 4.499.000 VND

4.500.000 – 7.499.000 VND

7.500.000 – 14.999.000 VND

15.000.000 – 29.999.000 VND

30.000.000 - 45.000.000 VND

> 45.000.000 VND

3

The Respondents’ Profile

Income Occupation

Gender

n=2004

n=2004

n=2004 n=2004

1% 0% 2%

2%

11% 2%

1%

13%

62%

1% 0% 2% 2%

11% 2% 1%

13%

62%

No formal education

Incomplete primary school

Complete primary school

Incomplete secondary school: technical/ vocational type

Complete secondary school: technical/ vocational type

Incomplete secondary school: university-preparatory type

Complete secondary school: university-preparatory type

Some university-level education, without degree

University - level education, with degree

4

Daily activities

52%

41%

31%

50%

48%

49%

24%

28%

33%

19%

21%

22%

32%

20%

12%

27%

9%

17%

34%

13%

11%

11%

Weekends

78%

63%

57%

46%

44%

38%

35%

29%

28%

27%

24%

24%

23%

22%

21%

20%

16%

14%

13%

10%

9%

6%

Weekdays

5

More outing and group activities on weekends Surfing the web is the most popular activity but dropping during weekends

Going to the Internet - Surfing the web

Watching TV at home

Reading books/newspapers/magazines

Sleeping

Hangout at café

Go shopping

Watching movies at home

Cooking at home

Cruising around the city

Working at home

Going to bookstores

Grocery Shopping at wet market

Going to the cinema

Playing sports

Listening to radio

Dining out

Working out/go to GYM

Boozing

Go picnicking

Going to beauty salon

Going to spa or massage

Going to art performance

Q: Which activities do you often do at weekends/ on weekdays? n=2,004

Breakdown by different demo target groups also available upon request.

6

Online activities

7

Reading news is the most popular online activities. Chat, games and movies

go up on the weekends

93%

85% 81%

70% 69%

55% 43%

32%

30% 30%

29%

29%

28%

24%

12%

31%

16% 12%

19%

8% 3% 2%

1% 0%

1% 0%

4%

2%

0%

0%

84%

73% 70%

66% 69% 57%

36%

45%

33%

31%

25%

34%

28%

25%

13% 22%

6% 9%

21%

9%

5% 3% 7%

1%

1% 0%

10%

1%

2%

0%

Weekdays

Most frequent at weekdays

Weekends

Most frequent at weekends

Q: Which online activities do you often do at weekends/ on weekdays? n=1,558

Q: Which online activities do you do most often at weekends/ on weekdays? n=1,049 (those who often get online at

weekends/ on weekdays)

Breakdown by different demo target groups also available upon request.

8

Favorite online topics

and behaviour

9

Promotions and discounts information catches the most attention of the

audience followed by news and music

33% 34% 34% 37%

40% 45%

56%

62% 62% 67%

Promotions or

discounts info

National News World News Good songs

?

New products

info

Info about

cuisine, dining

out

Info about

entertainment

activities

Quotes/Idioms Funny

Stories

Beauty Tips

Q: Which topics are you interested in when you are surfing the internet? n=1,654

Breakdown by different demo target groups also available upon request.

10

Our consumers love to share their opinion on various topics they are

interested in

60%

51%

37%

32%

24%

9%

50%

0% 100%

Q: When you read your favorite topics, what do you often do after you read them? n=1,654

Breakdown by different demo target groups also available upon request.

Post the link on social networks to share with others

Save and bookmark for later reference

Talk to/discuss with other people about the topic

Forward to specific target via emails

Post comments

Just read and do nothing

11

Their involvement is strong across all different topics

62%

62%

62%

65%

65%

26%

25%

25%

25%

29%

40%

39%

40%

43%

42%

7%

8%

8%

7%

7%

53%

53%

54%

54%

56%

35%

35%

36%

36%

36%

News about promotions or discounts

Local news

World news

Nice songs

New product information

Actions taken by specific topics

can be produced if required

n=1,116

n=1,032

n=1,021

n=920

n=752

Q: When you read your favorite topics, what do you often do after you read them?

Breakdown by different demo target groups also available upon request.

News about promotions

or discounts

Post

comments

Save and

bookmark

for later

reference

Just

read

and do

nothing

Post the link

on social

networks to

share with

others

Forward to

specific

target via

emails

Talk to/discuss with

other people about

the topic

12

Engagement with social

website

13

Yahoo is still the most popular website among the online community

94%

81% 77%

69%

20% 15% 14% 12%

6%

45%

22% 27%

6% 0% 0% 0% 0% 0%

Q: Which of the following websites that you have registered an account? n=1,654

Q: Which one do you use the most often? n=1,654

Breakdown by different demo target groups also available upon request.

14

The youth (20-24 years old) dominate among social networks’ users

Breakdown by different demo target groups also available upon request. Under 19 Over 35 25-34 20-24

n=1,273

11%

48%

35%

5%

(91)

(106)

(95)

(90) 12%

49%

35%

4%

n=1,341

(100)

(108)

(95)

(72)

14%

52%

32%

3%

n=1,148

(116)

(114)

(87)

(54)

12%

46%

37%

5%

n=1,547

(100)

(101)

(100)

(90)

Note: The figure in bracket is the index number indicating

the variation from the base value.

15

Awareness and attitude

towards online ad/

promotion

16

Online banners gain highest awareness but the hook is on the content and

layouts - execution is key

Do not care/skip it

Click to see more but do nothing after

Click to see if the format/layout is

attractive and has impressive effects

Only click to see if the products or

services brands are relevant to me

Click to see and spread it to many

other people

Participate in the forums/post

comments

Close this webpage and open another

Awareness Rate

25% 21%

38%

8% 12% 11%

7% 6%

14%

3% 3% 4%

9% 10%

8%

12% 12% 15%

32% 33%

21%

25%

22% 18%

42%

37%

29%

42% 33% 37%

4%

9% 4%

18%

18% 11%

3% 5%

3% 13% 21%

23%

86%

64% 61%

38%

38% 36%

Online Banner Commercialvideo Clip

Pop Up Articles orstories aboutproducts or

services

Social networks,fan pages of

onlinecommunities

Forums,commentsn=1,416 n=1,002

n=1,058 n=595

n=627 n=636

Q: Which types of online advertisings that you see on the Internet? n= 1,654

Q: What do you often do when you see those types of online advertisings?

Breakdown by different demo target groups also available upon request.

17

Time spent online

18

Nearly one half of Internet users spend 4 hours or more a day online

2%

17%

21%

17%

43%

Under 1 hour

1- 2 hours

>2-3 hours

>3-4 hours

4 hours or more

Average time a day

4hrs24mins

Q: Average, how much time do you spend to surf the internet? n=1,654

Breakdown by different demo target groups also available upon request.

31

21 28

29

27 22 16

25 39

44

43 31

19

20

7 4 1 1

1 3 7

29

36

33

31

Peak time is 9-11AM and 8-10PM

Q: When do you often surf the Internet? n=1,654

Breakdown by different demo target groups also available upon request.

AM PM

20

Their view on Vietnam’s

economic outlook?

6% 42% 30% 22% 1%

7% 45% 26% 21% 1%

1% 36% 37% 24% 2%

21

Not very positive on current economy but hopefully better in the next 6 months

Very

Negative Somewhat

Positive

Somewhat

Negative Not sure Very

Positive

Q: Which of the following best describes your view on Vietnam’s current economy? n=2,004 (asked in Oct & Dec 2011)

Q: Which of the following best describes your view on Vietnam’s economy in the next 6 months? n=2,004 (asked in Dec 2011)

Breakdown by different demo target groups also available upon request.

Mean: 2.73 (n=1586)

Mean: 2.65 (n=2004)

Mean: 2.89 (n=2,004)

OCT 2011

DEC 2011

In the next 6

months

50%

22

What is the impact of

negative economic

outlook?

23

Entertainment industry receives greatest impact from negative outlook

DINING IN RATHER THAN

EATING OUT

55

59

MINIMIZE TRAVELLING FAR

DISTANCE UNLESS REALLY

NECESSARY

43 47

SPEND LESS ON

ENTERTAINMENT

70 74

SWITCH TO PUBLIC

TRANSPORTATIONS OR SHARE

BIKE WITH COLLEAGUE

18 20

ONLY BUY PRODUCTS

WITH PROMOTIONS OR

DISCOUNT

38 45

CONSIDER SWITCHING TO

LESS EXPENSIVE PERSONAL

CARE PRODUCTS

22 26

CONSIDER SWICTCHING TO

LESS EXPENSIVE HOME CARE

PRODUCTS

24 26

RECONSIDER PURCHASING

A NEW LAPTOP OR MOBILE

PHONE

52 55

Note: The figure is compared to data collected in Oct 2011

Q: Which of the following describe your behavior as an impact of current economy? n=2,004

Breakdown by different demo target groups also available upon request.

24

More about our survey

Break down by demographic groups (age, gender, locations) for presented

information is available upon request.

The following information is also available:

• Technology & Car Brands

• Banks & Financial Services

• Vietnamese Economic Outlook

Understand your target customers with customer-centric strategies.

Please contact us if you need to know more about your consumers.

Ms. Tran Lien Phuong

Research Director

TRAN.LIEN.PHUONG@EPINION.VN

M: 0903 919 340