tns vn mobi life and digital life 2012

©TNS 2012

Mobile Life 2012 | Vietnam Report

Vietnam

©TNS 2012

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Where do today’s insights come from?

Digital Life

Representative of the urban online population aged 16-60

1000 consumers in Ho Chi Minh City, Can Tho, Hanoi and Da Nang

Unilever is a global subscriber: All data on open access

Mobile Life

Representative of mobile device users and prospects aged 16-60

500 consumers in Ho Chi Minh City, Can Tho, Hanoi and Da Nang

©TNS 2012

Mobile stands out as the most owned and the most likely to be bought device among Vietnamese consumers

3

A1a. Mobile ownership | A2a. Time until next purchase | B1. Device ownership | B2. Device likely to buy (within next 6 months)

Base: All respondents – Vietnam 499

0

5

10

15

20

25

30

35

40

45

0 10 20 30 40 50 60 70 80 90 100

Netbook

GPS device eReader

Device ownership and likelihood to buy

Current ownership

Lik

ely

to

bu

y

Local Report 2012 - Vietnam

Smartphone

Mobile

Tablet Desktop computer

Laptop computer

Digital camera

DVD player MP3 player

Gaming console

Portable gaming device

Video Camera

internet enabled TV/HDTV Digital Media

Adapter

©TNS 2012

Smartphone

After mobiles, laptops show the best potential for growth, it seems at the expense of desktops. Smartphones also show some potential for growth

4

B1. Device ownership | B2. Device intention to buy (in next 6 months)

Bases: All respondents : Vietnam 499

Mobile

Intention to buy (next 6 months)

Ownership

Device ownership and intention to buy in next 6 months

Desktop Laptop Netbook Tablet

43 5 14 7 0 3

86 49 26 16 1 2


©TNS 2012

After mobiles, desktops and laptops are the most owned devices, with penetration being higher than that of the average for emerging Asia. Smartphone penetration in Vietnam is in line with that of emerging Asia

5

Global

Base: All respondents – Vietnam 499 | Emerg Asia 4003 | Global 47577

B1. Device ownership

86 49 26 16 1 2

87 28 19 17 2 2

Device ownership

Smartphone Mobile Desktop Laptop Netbook Tablet

92 46 36 28 7 5

Emerg Asia Vietnam


©TNS 2012

Brand and model of handset are the key influencing factors in the mobile purchase process

6

C23. Important decision factors | C24. Most important decision factor

Base: Mobile users – Vietnam 431

Important factors in mobile decision making

88

82

60

46

46

41

40

39

34

33

32

27

23

22

17 16

14

13

12

11

8

7

7

7

5

5

4

4

3

31

17

9

13

7

1

1

1

1

3

1

2

2

3 4

1

1

0

Brand of handsetModel of handset

Battery lifeEase of navigation around the phone

Making voice callsQuality of music player

Camera functionalitySMS to friends and family

Accessories availableScreen size / quality

Brand of network providerMemory size

The look and feel of the deviceHaving instant internet access

Operating systemApplications on the phone

Access to social networking functionalityAccess to personal entertainment

Input methodAbility to customise my phone

Easily downloading video from social video sites.Checking and receiving emails

Using a map to find out where you are and how to get to other…Ability to share pictures, videos and other content

Able to call friends using video .Ability to sync with my PC

Able to call friends over the internet.Ability to sync with my tablet

Able to pay for things with your phone

Important Single most imporant


©TNS 2012

7

Vietnam 2011 Global

Top features used

D1. Feature usage

Base: Mobile users – Vietnam 2012: 431 2011: 504 | Global 44220

Vietnam 2012

SMS TAKE PHOTOS

LISTEN TO MUSIC

PLAY GAMES

CALENDAR BLUETOOTH BROWSE internet

TAKE VIDEOS

MMS IM SOCIAL NETWORK

PERSONAL EMAIL

91 58 66 62 47 44 33 50 18 11 19 12

81 66 63 53 50 44 42 42 40 33 32 30

92 64 61 54 40 44 22 52 16 9 11


Usage of texting and gaming is high in Vietnam when compared to global average, but Vietnamese are lighter users of mobile internet related and multimedia heavy activities

©TNS 2012

66

62

58

50

33

19

17

11

6

5

5

5

0

25

20

33

33

43

43

40

55

60

52

65

56

44

6

13

7

10

16

22

21

21

21

24

17

21

37

3

5

3

7

8

16

22

13

14

19

13

19

18

Listening to music

Playing games

Taking photos

Taking videos

Browsing the internet

Social networking

Augmented reality

Streaming video

Video calling

Using location based…

Watch Live TV shows

Using navigation services

Scanning QR codes

%

Using Interested Not interested Don't know

Currently, mobiles are used in Vietnam to listen to music, play games and take photos. Watching live TV and video calling are also appealing features

8

D1. Feature usage | D2. Interest in feature usage


Usage and interest in engaging mobile features


©TNS 2012

Vietnam is slightly ahead of emerging Asia in terms of mobile internet usage; and this is stronger among 16-30 year olds

9

Mobile internet usage

42

27

33

37

30

48

49

29

10

3

Global

Emerg Asia

Vietnam

Male

Female

16-21

22-30

31-40

41-50

51-60

D1. Feature usage

Base: Mobile users – Global 44220 | Emerg Asia 3539 | Vietnam 431 | Male 224 | Female 207 | 16-21 90 | 22-30 120 | 31-40 110 | 41-50 80 | 51-60 31


©TNS 2012

75

52

43

41

30

29

27

6

4

6

7

8

17

16

18

30

29

2

16

Message friends

Check status of friends

Update status

Look at other peoples' photos or video

Stream content (music, videos)

Play games

Upload photos or video

Check in your location

Post updates to advertise your business

Check in to TV shows

Currently doing Would like to do

Being light users of social networking sites through their phones, Vietnamese consumers are largely using these sites to message friends

10

Social networking activities

Base: Social network users 83

D8. Current social network usage | D9. Future social network usage

81

21

45

30

22

38

20

4

-

-

2011


©TNS 2012

Mobile usage in the path to purchase is high considering the low mobile internet access, which suggests that the Vietnamese are fairly shopper savvy. This usage is thus likely to increase as mobile internet access increases

11

F2. Usage of mobile for purchase or research | D1. Ability to browse mobile internet

0

5

10

15

20

25

30

35

40

45

50

Pakis

tan

Tanzania

Egypt

India

Cote

D’Ivoir

e

Nig

eria

Thailand

Gre

ece

Ghana

Port

ugal

Indonesia

Belg

ium

Ukra

ine

Taiw

an

Neth

erl

ands

USA

Denm

ark

New

Zeala

nd

Canada

Chile

Slo

vakia

Spain

Austr

alia

UK

Sw

eden

Mala

ysia

Chin

a

South

Kore

a

Sin

gapore

Mobile internet access Vs. mobile path to purchase use

Incidence of mobile internet access


©TNS 2012

Currently, price comparisons is the key activity for mobile users in store, and retailers could more than likely entice these consumers into far more in store mobile activity

12

Read independent product reviews

29 31 23 3 9 14 54

3

26 6

14

3

Online research while in the store

Receive a special deal by interacting with an advert (e.g.

taking a photo, winning a competition)

Mobile in path to purchase activity timeline

Scan a barcode to pay for the product

Scan a QR code to pay for the product

Pay for a product by touching phone against a sensor

Buy products from group buying sites (e.g. Groupon)

Scan QR codes to receive more information on the product

Scan the barcode and receive more information on the

product

To redeem a mobile coupin

Take notes of product details in

store

Check what others are saying about the product via SNs

Online research while at home

Receive updates from nearby shops / places

of interest To compare

prices

F2. Usage of mobile for purchase or research


In-store activity


© TNS 2011

Digital Life Vietnam Report

Digital Life Vietnam Report © TNS 2011

TV is the source of most consumed media in Vietnam, however nearly 7 in 10 consume media digitally every day

14

67

83

9

28 30

11

Internet for leisure TV Radio Internet for work Newspapers Magazines

Question: M1; Media use Base: All respondents;

Daily users (%)

1000

Digital Life Vietnam Report © TNS 2011

Consumers under 34 spend the most time online in Vietnam, however even the 55-65 year olds spend on average 13 hrs/week online

15

22

22

22

27

24

25

19

15

13

Total

Male

Female

16-20

21-24

25-34

35-44

45-54

55-65

Mean hrs spent online per week for leisure purposes (%)

“I worry that I spend too much time on the Internet”

24

26

23

30

28

21

21

23

30

Question: S7, A2; Time spent online, Internet attitudes Base: All respondents, top 2 box;

1000,499,501,152,110,241,197,162,138

©TNS 2012

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trust the most can’t live without

find most entertaining

10 8 22

7 8 2 11 12

20 36

13

22 22 41 34

48

68 55 55

67 65 56 50

35

HCMC Ha Noi HCMC Ha Noi HCMC Ha Noi HCMC Ha Noi

TV

Internet

Newspapers

will use more in the future

The medium that Vietnamese…

While TV is still the dominant media, internet usage is set to increase

Source: TNS VietCycle study 2011

©TNS 2012

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As a share of total online time, news and multimedia attract the highest usage, with social networking in third place

17

3.3

2.0

4.3

3.0 2.4 0.7

1.9

2.4

4.2

0.7 0.6

Social networking & connecting

Email

Multi-media & entertainment

Online gaming

Personal interest

Shopping

Pre-purchase & browsing

Knowledge & education

News, sport & weather

Personal admin

Planning and organising

Communication

Entertainment

Information

Management

Share of time for

online activities

in average

week (hrs)

©TNS 2012

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However, younger demographics spend most of their online time on social and multimedia activities

18

3.3

5.3

4.1 3.9

2.2

1.5

1.1

4.3

4.8

5.3

4.7

3.8

3.2 2.9

4.2

3.5

3.9

4.5 4.7

4.1

4.7

Total 16-20 21-24 25-34 35-44 45-54 55-65

Social Networking &Connecting

Multi-Media &Entertainment

News, Sport & Weather

Hours per week spent on the activity

©TNS 2012

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Vietnamese are also huge content consumers, with news and video content attracting high usage

19

93

60

22

60

37

24

57

46

87

39

11

40

19

11

31

22

News website

Online news programme

Online radio

Live online video

On-demand online video

Paid-for internet video

Consumer-created video

Professionally-created online video

Use at all Weekly users (%)

1000

©TNS 2012

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While there is overall skepticism towards brands approaching people in social networks, Vietnamese see value in being able to research brands there

20

52 50

61 57

48

60

70 69 74

78 74

86

16-20 21-24 25-34 35-44 45-54 55-65

Social Networks

Are a place where I don’t want to be bothered by companies/organisations

Are a good place to learn more about brands and products

©TNS 2012

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Tan

zan

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Uga

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New

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Fin

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Vietnamese consumers don’t tend to write about brands online, but when they do their comments reach a large audience

21

Internet Penetration

% reading about brands

% writing about brands

©TNS 2012

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Online commentary can shape people’s opinions of brands, and Vietnamese are more trusting than most of what others write online

22

825,399,426,133,99,214,158,129,92

42

63 57

52 54

41

Even a single negative

review can have an impacton how I feel about a

brand

I trust the comments that

strangers write aboutbrands online

I trust the comments that

my friends write aboutbrands online

Vietnam

Global

% of comment readers who agree

©TNS 2012

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While they don’t often write about brands, when they do make a comment, they expect brands to respond to their concerns

23

72

58

35

62

43

32

Posting comments online

is an effective way toinfluence companies

I expect companies to

contact me if I writesomething about them

I find it a scary thought

that companies wouldtrack what I write about

them

Vietnam

Global

xx

% Agree

114

% of comment writers who agree

©TNS 2012

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24

Thank you. We’d like to help you achieve new heights of success in Vietnam!

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