vietnam digital landscape_2013_groupm

Vietnam Digital Landscape

2013 current

Last updated 16 September 2013

Contents

! Vietnam in a global context

! Population profile by urban penetration & by age

! Internet subscribers

! Online activities

! Leading websites

! Social network sites

! Online video

! Telephone subscribers

! Online advertising expenditure

Vietnam has… •  the 14th biggest population in the world

•  the 63th fastest growing economy

•  the 17th highest number of Internet users

•  the 5th highest Internet penetration (35.6%) in South East Asia

•  the 8th highest number of mobile phone subscribers in the world

Sources: CIA Factbook, September 2013, VNNIC, for Nov 2012

Headline profile changes from the 2009 Census

+11.8% +13.2%

0

10

20

30

40

50

60

70

80

Female Male

1999 2009 +40.7%

+ 3.7%

0

10

20

30

40

50

60

70

80

Urban Rural

1999 2009

Total population grown from 76.3m in 1999 to 85.8m in 2009 = +12.5%. There has also been a significant migration from rural to urban areas.

Source: Government Statistics Office of Vietnam - Census Date: 1 Apr 2009

Vietnam’s population is excitingly young

0 10 20 30 40 50 60 70 80 90

100

% of total population

25%

20%

17%

15%

17%

6% 65+ 45-64 35-44 25-34 15-24 0-14

Vietnam’s median age is currently 28.7 years

Source: CIA website July 2013

Latest population estimates (July

2013) show 92.477m,

comprising 46.272m females

and 46.205m males

% of Provincial Population Urban

Over 65% 3 provinces*

41 – 64% 7 provinces**

30 – 40% 7 provinces



Source: Government Statistics Office of Vietnam

Latest population estimates for 2012 show 88.78m population, of whom 28.36m are classified as living in urban areas (31.9% of total population), a rise of 6.94% since 2010. 60.41m live in rural areas, a net zero change since 2010. Unemployment rate* reduced to 1.99% (2011 = 2.27%). *within labour age group; urban 3.2% and rural 1.4%.

*The municipalities of Da Nang, HCMC and Can Tho **Includes the municipalities of Hanoi and Hai Phong

Shift in Media usage 2010 – 2013

124

84

39

16 16 FTA TV Internet Newspapers Magazines Radio

2012 2013

Between 2010 and 2013 the daily average time spend on watching TV has decreased (from 134min to 135min), while the average time spend on the Internet

has increased (from 74min to 128min).

Source: 3D 2013 (2,970) and 3D 2012 (3,010) urban adults aged 15-45

135

128

46

48

49

Internet Subscribers

Vietnam

Internet Penetration in South East Asia

(China 40%) Excl. Hong Kong (68%)

Brunei 78%

Vietnam 35.6%* Thailand 36%

Malaysia 61% Singapore 75%

Indonesia 22%

Philippines 32%

Vietnam has one of the fastest growing

and highest penetration of

Internet Users in South East Asia.

All Asia = 27.5%

All Europe = 63.2%

N. America = 78.6%

Australia = 88.8%

Laos 8%

Cambodia 16%

Myanmar 1%

(Japan 79%)) (Taiwan 69%)

Vietnam reached: 10% in Sep 2005 20% in July 2007 30% in Sep 2010

Source world comparison: Internet World Statistics (IWS) Source SE Asia comparison: We Are Social, Mar 2013

* Vietnam source: VNNIC for November2012

Internet Usage Penetration of Vietnam population

3.8

7.7

12.9

17.7

22.0 24.4

26.6

31.1 35.1

0

5

10

15

20

25

30

35

40

2003 Dec

2004 Dec

2005 Dec

2006 Dec

2007 Dec

2008 Dec

2009 Dec

2010 Dec

2011 Dec

% of population Yr End Totals

No. of Users % YoY growth

2003 3,098,007

2004 6,345,049 +105%

2005 10,710,980 + 69%

2006 14,683,783 + 37%

2007 18,551,409 + 26%

2008 20,834,401 + 12%

2009 22,779,887 + 9%

2010 26,784,035 +18%

2011 30,552,417 +14% November 2012: 31,304,211 users =

35.6% penetration (+2.6% YoY)

Source: VNNIC for Nov 2012

Growth in Internet and Broadband user numbers

0.21 0.52 1.29 2.05 2.97 3.64 4.08 4.29 4.30 4.31 4.33

10.50 14.16

17.26 18.78

19.81 23.14

26.47 26.57 26.73 26.88 26.98

0.00

5.00

10.00

15.00

20.00

25.00

30.00

35.00

2005 Dec

2006 Dec

2007 Dec

2008 Dec

2009 Dec

2010 Dec

2011 Dec

2012 Mar

2012 Jun

2012 Sep

2012 Nov

Broadband subscribers Other users

Source: VNNIC for November 2012, Vietnam Telecommunications Authority (VNTA) for July 2013

The GSO and VNNIC have stopped publishing monthly subscriber data since Nov 2012, but the VNTA has released detailed broadband subscriber data for 2013. The number of broadband subscribers now stands at 4.76 million equivalent

to 5.4% of the population

Broadband Internet Subscribers 2013

0.5

1.3

2.0

3.0

3.6 4.1 4.3

4.8

0

2

4

6

2006 Dec

2007 Dec

2008 Dec

2009 Dec

2010 Dec

2011 Dec

2012 Dec

2013 Jul

Broadband subscribers

57.4 27.3

9.3

2.4 2.0 1.6

% market share

VNPT

FPT

Viettel

SCTV

CMC Telecom

Source: Vietnam Telecommunications Authority (VNTA)

Millions

Of 4,880,428 broadband subscribers as of July 2013, 89% were accessing through xDSL Broadband,

5% through Fiber-to-the-home (FTTH) optical cable, 4% through cable TV [of whom SCTV 67% CMC 33%]

and 3% through leased line.

Profile of urban Internet users age 15-45

16 22

20

25

19

20 16

14

29 19

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Urban Popn Internet Users

35-45

30-34

25-29

20-24

15-19

Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months

27%

37%

24%

10% 2%

SEC of Internet users (Index compared to total urban popn.)

A (123) B (112) C (98) D (59) E (51)

30%

31%

25%

8% 6%

Occupation of Internet users

Student

Employed - professional/office Employed - other

Housewife

Unemployed

Average age: 29.1 26.7

Profile of urban Internet users by age and gender

0

20

40

60

80

100

Age 15-24 Age 25-34 Age 35-45

51 49 49

49 51 51

Male Female

51% 49%

Gender of Internet users

Male

Female

Gender profile of internet users per age group


%

Internet penetration by city and age (accessed last 3 months)

%


84

58 58

70

52 59

94

79 85

92

81 79

88

54 53

70

47

72 65

38

28

42

24 30

0

20

40

60

80

100

Hanoi HCMC Da nang Nha trang Can tho Hai phong

Total Age 15-24 Age 25-34 Age 35-45

Average time and frequency spent online by age

61

70

72

70

16

13

14

14

18

12

9

11

3

4

4

4

2

1

1

1

0 20 40 60 80 100

35-45

25-34

15-24

All 15-45

Everyday 4-6 days a week 2-3 days a week Once a week Less often

Frequency use Internet

135 141

114 123

130 115

0

20

40

60

80

100

120

140

160

Age 15-24 Age 25-34 Age 35+ Male Female

Minutes per average day

Internet usage continues to increase, with an average of 97 minutes a day in 2008, to 129

minutes a day in 2010, and 133 minutes a day in 2012, and a bit down to 129 minutes a day in

2013


When & where access Internet

15 19

16 18

29

40

3 1

24

0 5

10 15 20 25 30 35 40 45

When usually use internet 86

38

17 15 13 9 9 3 4 1 2

85

14 17 7

14 8 11

4 3 1 4

0 10 20 30 40 50 60 70 80 90

100

Weekdays Weekends

% of Internet users accessing ‘At home’ has grown to 85% from 74% in 2010, 56% in 2008 and 25% in 2006.

A gradually decrease in percentage of accessing the Internet at ‘Internet shop/café’ (17% in 2013, 21% in 2010, 35% in 2008 and 65% 2006)

% %

Where access the internet


Online activities

Vietnam

Online activities Age 15-24

59 57 45 39 35 35

28 28 25 18 18 18 16 16 15 14 12 11

29 22

28 27

28 28 27 31

28

18 28

20 26 25 30

15 24 15

6

4 10 11

9 12 13 10

14

10

14 17

16 10

17

9

18

10

6 17 17 23 28 25

32 31 33

54 40 45 42

49 38

62

46

64

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Frequently Sometimes Rarely Never

Source: 3D 2013 Base: 771 adults aged 15-24 who used internet in last 3 months

50 46 43 42 41 40

23 21 19 16 16 16 15 14 14 12 12 11

24 29 25 24 22

31

20 20 20 23 36 31 29

21 26 29

10 23

14

6 10

6 11 6

8

16 16 11 16

11 14 14

16 15 14

5

12

10

20 15 26 23

31 21

41 43 50 46

37 39 42 48 45 45

73

53

70

0

10

20

30

40

50

60

70

80

90

100




45 41 41 37 31 21 21 19 18 16 16 12 12 12 9 8 5 5 3

16 21 24 17

22

13 16 17 20 15 18

16 14 14 25 21 17 18

9

8 9 6

8 11

7 10 12 12

13 12 11 15 12

12 8

11 12

10

31 29 29 37 37

59 53 52 50 56 54 61 59 62

54 63 67 65

78

0

10

20

30

40

50

60

70

80

90

100




Most popular Web Searches

Rank Top Searches, last 30 days Rising Searches, last 30 days

1 Facebook Gui cho anh (+300%)

2 Phim (movies) Phuong my chi (+150%)

3 Nhac (music) Patch fifa 2.0 (+120%) 4 Bao (newspapers) Vietnam airlines (+80%)

5 Tin (news) Livescore (+70%)

6 Game Phimdem.com (+60%)

7 Truyen (stories) Thoi tiet (+60%)

8 Youtube Diem chuan (+50%)

9 Google Ioe (+50%)

10 Zing (social network) Thegioididong (+50%)

Source: Google Insights for Search as at 4 September 2013

Top Online Interests

Source: Comscore July 2013

# Unique Visitors (000)

% Reach

1 Search/Navigation 15,367 91.6

2 Portals 15,028 89.6

3 Social Networking 14,589 86.9

4 Multimedia 13,875 82.7

5 General News 12,943 77.1

6 Entertainment - Music 12,314 73.4

7 Newspapers 11,338 67.6

8 Entertainment – News 10,569 63.0

9 Downloads 10,408 62.0

10 Online Gaming 10,279 61.3

Note: ComScore only measures internet usage at home and at work and does not include internet usage on mobile phones and in internet cafes.

Top Online Interests

Source: Comscore July 2013

# Unique Visitors (000)

% Reach

11 Entertainment – Movies 10,246 61.1

12 Email 9,074 54.1

13 Blogs 8,477 50.5

14 XXX Adult 7,616 45.4

15 Classifieds 6,489 38.7

16 Discussion/ Chat 6,231 37.1

17 Information 6,111 36.4

18 Teens 5,768 34.4

19 Humor 5,766 34.4

20 Family&Parenting 5,563 33.2

Note: ComScore only measures internet usage at home and at work and does not include

internet usage on mobile phones

Leading websites

Vietnam

Number of VN website domains July 2013 "   Of the 413,419 registered dot.vn

website domains, 250,692 are currently active

Source: VNNIC for July 2013

0

100

200

300

400

2004 2005 2006 2007 2008 2009 2010 2011 2012 2013

9 14 35 60 83 133

181

261

358 396

Active Total

Leading websites in Vietnam – Sep 2013

1 Google.com.vn (1) 2 Facebook.com (2) 3 Google.com (3) 4 Youtube.com (4) 5 Zing.vn (5) 6 Vnexpress.net (6) 7 Cococ.com (…) 8 24h.com.vn (7) 9 Yahoo.com (8) 10 Dantri.com.vn (9)

11 Blogspot.com (11) 12 Haivl.com (14) 13 Vatgia.com (13) 14 Kenh14.vn (12) 15 Qtrax.com (…) 16 Ngoisao.net (16) 17 Giaoduc.net.vn (15) 18 Soha.vn (19) 19 Vov.vn (…) 20 Tinhte.vn (…)

Source: Alexa 04/09/2013

Based on the last month’s average daily traffic (previous month’s ranking in brackets)

Most popular online gaming websites Rank Online Gaming websites Unique visitors (000)

1 Vuigame.vn (4) 1.832

2 Yahoo! Games (3) 1.465

3 Unigame.vn (2) 1.367

4 Zing Play (5) 1.262

5 Gamevui.com (6) 1.171

6 Ongame.vn (7) 1.004

7 Sohagame.vn (…) 999

8 King.com (…) 916

9 Trochoiviet.com (8) 901

10 Musinhmenh.com (…) 863

Source: Comscore 2013 based on July

In total 10,279,000 unique visitors play online games

(previous month’s ranking in brackets)

Note: ComScore only measures internet usage at home and at work and does not include usage on mobile phones or in internet cafes.

Social network sites

Vietnam

Social Network sites had 14.5mil unique users in the last month

Rank Site Unique visitors (000)

Reach

1 Facebook.com 12,150 72.4% 2 ZingMe 6,160 36.7% 3 Kenhsinhvien.net 2,242 13.4% 4 Diendanbaclieu.net 2,066 12.3% 5 Tuyensinh247.com 1,758 10.5%

According to ComScore, social networks have 14,589,000 ‘unique visitors’. This should not be confused with ‘members’!

Source: Comscore 2013 based on July

Social networking: penetration and profile

51% 49%

Gender*

Male Female

Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months of whom 1,477 have a profile on a social network site

3D 2012 showed that social network penetration increased tremendously since 2010: from 38% of

all internet users in 2010, to 88% in 2013, rising to 92% amongst the 15-24 age group.

48%

34%

18%

Age* Age 15-24

Age 25-34

Age 35-45

0 20 40 60 80 100

Age 15-24

Age 25-34

Age 35-45

92.3

82.3

58.7

82.4

68.1

48.3

39.0

15.7

8.5

Penetration 2010 Penetration 2012

Penetration 2013

%

52%

25%

11%

6% 3%

Age distribution

15-24 25-34 35-44 45-54 55+

54% 46%

Gender distribution

Male Female

Zing Me users in Vietnam

6,2 million Zing Me ‘unique visitors’ in Vietnam •  Zing Me penetration of total population: 6.9% •  Zing Me penetration of internet users: 21.5%*

Source: Comscore 2013 based on July 2013, *VNNIC for Nov 2012

Note: ‘unique visitors’ should not be confused with profile members.

Facebook users in Vietnam

12,150,000** Facebook users in Vietnam •  Facebook penetration total population: 13.1%** •  Facebook penetration internet users: 34%* •  In the past month the total of FB users in Vietnam has increased by

31.5%, which makes VN world’s #16 in FB user growth rate.

Source: **Comscore 2013 based on July, *VNNIC for Nov 2012 Note * * social bakers do not public a number of Facebook users

57% 43%

Gender distribution

Males Females

21%

47%

25%

5% 1% 1% Age distribution

13-17 18-24 25-34 35-44 45-54

Leading Brands on Facebook (based on last month)

Rank Name Local Fans 1 Zing mp3 1.066.205 2 ChonMua 866.397 3 Eway.vn 859.764 4 Lazada Vietnam 600.332 5 MegaStar Cineplex Vietnam 471.137 6 Samsung Mobile Vietnam 424.263 7 Axe Vietnam 399.338 8 Heineken 395.404 9 Kinh doanh truc tuyen 387.709 10 Appstore.vn 365.891

Source: Socialbakers 30/08/2013

Most popular Facebook pages (based on last month)

Rank Page Local Fans 1 Facebook for Every Phone 10.811.342 2 Qua Tang Cuoc Song 2.244.804 3 Goc Thu Gian 2.237.953 4 Vo Hoai Linh 1.557.491 5 Cuoi Vo Bung 1.310.010 6 Nhat Ky 1.181.257 7 Hoc Nhung Nguoi Thich Doc Tin 24h 1.114.051 8 Hoc Tieng Anh Mien Phi 1.107.357 9 Zing mp3 1.066.205 10 Hay Noi Nhung Loi Yeu Thuong 1.047.725

Source: Socialbakers 30/08/2013

Online video

Vietnam

Frequency to watch Online videos

23 25 21 28 23 9

32 33 31

31 31

35

8 7 9

8 9

10

11 10 12 12

11

10

26 25 27 21 26 36

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All 15-45 Males Females Age 15-24 Age 25-34 Age 35+

At least once a day 2-6 days a week At least once a month Less often Never

Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online

Watch online videos – time slots & devices


3 4

12

6

16

31

1

0 0

5

10

15

20

25

30

35

63

36

11 7

2 2 2 0

10

20

30

40

50

60

70

1.30 hrs/week to watch TV online 1.41 hrs/week to watch videos

online

Websites to watch online videos

76

11 4 4 2 1 1 1 0 0

85

36

16 6 3 6 2 2 2 1

0

20

40

60

80

100

Most often used Visited in P7D


Adults claimed length of video clips they usually watch online is around

9.2 min.

Types of video clips watched online by User-generated content

41

23 18

13 13 12 12 11 10 10

0

20

40

60


Types of video clips watched online by Professional-generated content

49

26

15 15 14 14 12 11 10 9

0

20

40

60


Telephone subscribers

Vietnam

Total telephone subscribers to Dec 2012 Total new subscribers YTD = 12.5m mobile and 16.5k fixed desk phones

This chart shows the GSO’s latest total market estimates compared with the implied revised figure for 12 months’

previous (currently up by 3%). Note: new method of counting number of mobile subscriptions was introduced

by the GSO in May 2011 and back-dated to 2010.

Source: Vietnam Ministry of Information and Communications (MIC) / GSO Note * GSO didn’t update their numbers this month, so numbers are still from

December

6.9 8.9 11.7 14.1 15.6 14.4 15.5 15.3 15.2 15.0 15.0 14.9 14.9 8.5 18.6

35.2

67.2

110.0 111.6 117.6 118.7 120.7 120.9 120.7 120.9 121.7

0

20

40

60

80

100

120

140

160

2005 Dec

2006 Dec

2007 Dec

2008 Dec

2009 Dec

2010 Dec

2011 Dec

2012 Mar

2012 Jun

2012 Sep

2012 Oct

2012 Nov

2012 Dec

Desk telephone Mobile

93% of urban adults has a mobile phone

81

9

0 0

80

15

3 2

82

15

2 1

83

13

3 1

84

11

3 2

0

10

20

30

40

50

60

70

80

90

One Two Three Four or more

15-17 18-24 25-29 30-34 35-45

Source: 3D 2013 Base: 2,970 urban adults aged 15-45 of which 2,733 currently own a mobile phone and 784 have a smartphone or don’t know their type of phone

Number of SIM cards in use %

65%

20%

6% 2%

7%

Type of mobile phone Standard mobile phone

Smartphone

I have/use both types

I dont know what type my phone is I dont have a mobile phone

45%

24%

7% 3%

1%

1%

19%

Operating System of smartphone

Android iOS Simbian OS Windows OS RIM Other OS Don't know

Service Provider and 3G market share

In Q1 2012 Vietnam had 15.5mil 3G connections (+14% YoY). However, the

overall market has grown by 20%, reaching 141.6mil connections in Q1. 3G now accounts

for 11% of the market (12% in 2011).

Source: Wireless Intelligence Q1 2012

39%

27%

27%

3% 3% 1%

% Market Share

Viettel Mobifone Vinaphone Vietnamobile Beeline S-Fone

85

85

90

90

91

100

15

8

0

100

8

4

0 20 40 60 80 100

Mobifone

Vinaphone

Beeline

S-Fone

Viettel

Vietnamobile

% 3G % Prepaid

Early uptake of 3G services was encouraging (8mil by mid-2011), but the rate of growth has been

slower than expected.

Smartphone users in Vietnam

Source: Nielsen, June 2012

30% of mobile users in Vietnam has a Smartphone

•  62% of smartphone users has accessed the internet on their smartphone in the last 30 days

•  31% of smartphone users has used app’s, with a median of 6 app’s regularly used

•  7% of smartphone users has used Location-Based-Services (LBS) in the last 30 days

Mobile Phone Brands used Urban sample aged 15-54

Source: TNS Target Group Index 2011 Base: 5,096 urban adults age 15-54

58

14

8 4 4 2

2 1

0

10

20

30

40

50

60

70

80

90

100 Sharp Sagem Philips Panasonic Nec Hitachi Siemens Black Berry Motorola Iphone Sony Ericsson LG Other Samsung Nokia

16.9

5.1

0.7

16.1

4.6

1.2

11.3

3.8

2.1

9.9

3.4 1.9

7.4

0.7 0.3

5.5

1.7 0.8

0.0

2.0

4.0

6.0

8.0

10.0

12.0

14.0

16.0

18.0

Yes on computer Yes on mobile phone Yes on iPad/ tablet

M 15-24 F 15-24 M 25-34 F 25-34 M 35-45 F 35-45

Watching Live TV on a computer or mobile phone, or iPad/ tablet is increasing: penetration has increased

from 15% in 2010 to 19% in 2012 , and to 22% in 2013

Overall looking, in every age group more males than females have watched TV on a computer, mobile

phone, or iPad/ tablet.

Source: 3D 2013 Base: 2,970 adults aged 15-45

%

Watched Live TV on computer, Mobile or iPad/ tablet

Advertising revenue

Vietnam

Online advertising expenditure

10% 6% 0% 4%

80%

Share of advertising expenditure*

Newspapers Magazine Radio Internet TV

Spending on display advertising is still a relatively

small share (4%) of the overall advertising spend, but growing

4.2

2.8

2.1 2.1 2.1 1.6 1.5 1.4 1.3 1.1

0 0.5

1 1.5

2 2.5

3 3.5

4 4.5

10 biggest spending sectors online (Apr 2010-March 2011)

In m

illio

ns $

Source: Kantar Media Net Insights Report 2011

*Excluding OOH

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