vietnam internet user’s behaviour 2016
TRANSCRIPT
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Vietnam Internet User’s Behavior Q1/2016 MARCH, 2016
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Content Overview
Behavior in Search Network
BehaviorinSocialNetwork
BehaviorinMobileNetwork
BehaviorinE-commerce
BehaviorinRegional
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1.OVERVIEW
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4
INTERNETUSERS
0.3%4.0%
13.0%17.6%
21.0%24.5% 26.5%
30.8%34.8%
39.3% 40.2%43.8%
47.8%
0%
10%
20%
30%
40%
50%
60%
2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Withsignificantgrowthoveryears,in2015InternetUsersaccountfor48%VietnamTotalPopulaSon
PERCENTAGEOFINTERNETUSEROVERPOPULATION
Source:AccumulatedbyMoore,2015Base:TotalPopula<on
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BesidesthesharpincreasingofInternetUser,Mobile3Gremarkedwithmeaninggrowthin2015comparedwith2005.Mobilenowhasmorepowerthanever.
5
CHANGESFROM2005TO2015
82.4
12.9
0
92.0
43.9
29.3
0
10
20
30
40
50
60
70
80
90
100
POPULATION INTERNETUSERS MOBILE3G
Millions
VIETNAMCHANGESFROM2005TO2015
2005
2015
Source:AccumulatedbyMoore,2015
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4% 5%
36%44%
93%
8%12%
55%46%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
InternetTV Tablet Smartphone Computer MobilePhone
“Movingscreen”suchasSmartphoneandTabletprovethehighlightexpansionfromyeartoyear,inwhichremarkablychangepeople’sbehaviorinMediaconsumpSon.
Source:Google,2015Base:TotalPopula<on 6
2014 2015
52%
140%100%
DEVICEPEOPLEUSE
DEVICE USED IN 2014 AND 2015
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5.55.1
6.3
5.2 5.2
3.9
4.7
4.13.7
3.3 3.22.7 2.6
2.3
0
1
2
3
4
5
6
7
Thailand Malaysia Philippines Indonesia Vietnam China Singapore
PC-TSOI Mobile-TSOI
7
TIMESPENDINGONINTERNET(TSOI)
Source:GlobalWebIndex,Q4.2014
Ataverage,VietnamInternetUserspendsabout5.2honPCand2.7honMobile
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2.BEHAVIORINSEARCHNETWORK
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92%
VietnameseInternetUseruseGoogleSearch
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Source:GoogleBarometer2015
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Source:GoogleBarometer2015
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Source:GoogleBarometer2015
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Source:GoogleBarometer2015
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Source:GoogleBarometer2015
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Source:BusinesstoCommunity,2016
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Source:BusinesstoCommunity,2016
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Source:BusinesstoCommunity,2016
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Source:BusinesstoCommunity,2016
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Source:BusinesstoCommunity,2016
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3.BEHAVIORINSOCIALNETWORK
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BEHAVIOR IN SOCIAL NETWORK ◦ SocialnetworkingisthemostpopularonlineacSviSyamongst15to24yearolds,with97%ofinternetusersinthisagerangeusingsocialmedia.
(source:Nielson)◦ Morethanthreequarter(79%)ofVietnam’sinternetusershave“liked”orfollowedabrand,companyorcelebrityonasocialnetworkingsite
(Source:Nielson)◦ Vietnam’slargestsocialnetworkingsiteisZingwith6.8millionusers
(Source:wearesocial)
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BEHAVIOR IN SOCIAL NETWORK WhouseSocialNetwork?
13-1719%
18-2439%
25-3430%
35-448%
45-654%
FACEBOOKUSERSBYGENDER
Male46%
Female54%
FACEBOOKUSERSBYAGE
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BEHAVIOR IN SOCIAL NETWORK WhouseSocialNetwork?
13-1720%
18-2454%
25-3418%
35-445%
45-653%
Male35%
Female65%
750,000Users
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BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?◦ ThreequartersofVN’sinternetuserssaytheydo
notmindreceivingonlineadsaslongastheyarerelevanttotheirinterestsandneeds
◦ 18%ofonlineVietnamesediscussandposttheir
ownreviewsaboutbrands,productsorservice.47%readotherpeople’scomments
(source:Nielson)
Source:DIMarke<ng,10/2015
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BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?
Source:DIMarke<ng,10/2015
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BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?
Source:DIMarke<ng,10/2015
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BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?
Source:DIMarke<ng,10/2015
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BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?
Source:DIMarke<ng,10/2015
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BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?
Source:DIMarke<ng,10/2015
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BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?
Source:DIMarke<ng,10/2015
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BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?
Source:DIMarke<ng,10/2015
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BEHAVIOR IN SOCIAL NETWORK Whatdotheydo?
Source:DIMarke<ng,10/2015
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4.BEHAVIORINMOBILE
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4. BEHAVIOR IN MOBILE Whotheyare?
76%
70%
57%
34%
19%
0% 20% 40% 60% 80%
Under25
25-34
35-44
45-54
55andover
SMARTPHONE USERS BY AGE
52% 48% MALE
FEMALE
SMARTPHONE USERS BY GENDER
Source:Nielsen,2014;VSERV,2013
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4. BEHAVIOR IN MOBILE Whoaretheplayers?
Source:Appota,2015
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4. BEHAVIOR IN MOBILE NETWORK Whatdotheydo?
Source:GoogleStudy,2015
6%
13%
23%
23%
28%
43%
54%
56%
59%
0% 10% 20% 30% 40% 50% 60% 70%
PurchaseProducts/services
MapsandDirecSons
ProductInformaSonSearching
CheckEmail
PlayGame
ListentoMusic
WatchOnlineVideo
UseSearchEngine
VisitSocialNetwork
ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly)
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4. BEHAVIOR IN MOBILE Whatdotheydo?
Source:GoogleStudy,2015
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4. BEHAVIOR IN MOBILE Whatdotheydo?
Source:GoogleStudy,2015
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4. BEHAVIOR IN MOBILE Whatdotheydo?
Source:GoogleStudy,2015
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4. BEHAVIOR IN MOBILE Whatdotheydo?
Source:FourCsofVietnamMobileAdvertising-Epinion,2015
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4. BEHAVIOR IN MOBILE Whatdotheydo?
Source:FourCsofVietnamMobileAdvertising-Epinion,2015
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4. BEHAVIOR IN MOBILE Whatdotheydo?
Source:FourCsofVietnamMobileAdvertising-Epinion,2015
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4. BEHAVIOR IN MOBILE Whatdotheydo?
Source:FourCsofVietnamMobileAdvertising-Epinion,2015
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5.BEHAVIORINE-COMMERCE
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5. BEHAVIOR IN E-COMMERCE 58%ofonlineusersinVitenamturntotheinternetresearchinformaSononproductesbeforebuyingthem
(source:VCCI)
30millionVietnameseonlineusershavevisitedonlineaucSonorshoppingsites
(source:wearesocial)
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5. BEHAVIOR IN E-COMMERCE Whatdotheydo?
Source:GoogleStudy,2015
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5. BEHAVIOR IN E-COMMERCE Whatdotheydo?
Source:GoogleStudy,2015
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5. BEHAVIOR IN E-COMMERCE Whatdotheydo?
Source:GoogleStudy,2015
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5. BEHAVIOR IN E-COMMERCE Whatdotheydo?
81
19
No Yes
Past 3 months online purchase (including CoD):
85%
Clothing
27% 9% 9%
Fashion accessories
Home appliances
Personal grooming/ cosmetics
products
6%
Food / online delivery
4% 2% 2%
Voucher at restaurant / cafe
Personaldevices
Others
Online items purchased
Source:VietnamDigitalLandscape2015
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5. BEHAVIOR IN E-COMMERCE Whatdotheydo?
Source:VietnamDigitalLandscape2015
HOWPEOPLEHEARABOUTTHEPRODUCTTHATTHEYPURCHASED
40%
25%
13% 12%8%
0%5%10%15%20%25%30%35%40%45%
2%5%6%6%12%
24%43%
EmailOthers
Magazine/NewspaperPoster
InstoreadsTivi
Online
HOWDIDPEOPLEFIRSTHEARABOUTTHEPRODUCT/OFFERFROMADVERTISING?
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6.BEHAVIORINREGIONAL
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5. BEHAVIOR IN REGIONAL
Metro • HaNoi • HoChiMinh
Tier1 • HaiPhong • DaNang • NhaTrang • CanTho
Tier2 • ThaiNguyen • ThanhHoa • QuyNhon • AnGiang • DongNai • VungTau
Across12CiSes
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5. BEHAVIOR IN REGIONAL ◦ InternetpenetraSoninovercountry
Source:Cimigo
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5. BEHAVIOR IN REGIONAL ◦ ThereisanstrongincreasingmobileusersinTier2
Source:Cimigo
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5. BEHAVIOR IN REGIONAL ◦ Therearesomedifferencesinareastheyusetheinternet
Source:Cimigo
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5. BEHAVIOR IN REGIONAL ◦ OnlinecommunicaSontrendsinMetro◦ SocialnetworkismoredominantthanforumandblogsinMetro
Source:Cimigo
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THANK YOU