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  • VIETNAM DIGITAL LANDSCAPE 2015

    BY MOORE CORPORATION

  • 1

    TABLE OF CONTENT

    [1] VIETNAM IN A GLOBAL CONTEXT

    [2] VIETNAM DIGITAL MARKET OVERVIEW

    [3] ONLINE POPULATION DEMOGRAPHIC

    [4] VIETNAM INTERNET USER BEHAVIOR

    [5] VIETNAM MOBILE

    [6] VIETNAM SOCIAL NETWORK

    [7] VIETNAM E-COMMERCE

    [8] APPENDIX

  • VIETNAM IN GLOBAL CONTEXT

    2

    01

  • In Asia: Internet Users: 7th

    Digital Access Index: 0.31

    Smartphone User: 15th

    3

    In the world: Population: 14th

    GDP Growth Rate: 2nd

    Internet Penetration Rate: 39%

  • VIETNAM DIGITAL MARKETING

    OVERVIEW

    4

    02

  • NETIZEN

    5

    OVERVIEW POPULATION

    49.6%

    50.4%

    POPULATION BY GENDER

    Nam

    N

    31%

    69%

    POPULATION BY REGION

    Urban

    Rural

    90,493,352

    Total Population

    fvdvd

    vh

    e

    llo

    Male

    Female

  • 8.00%

    7.90%

    8.20%

    9.20%

    8.50%

    8.50%

    7.90%

    7.60%

    7.30%

    6.80%

    6.20%

    4.20%

    2.80%

    0-4

    5--9

    9--14

    15-19

    20-24

    25-29

    30-34

    35-39

    40-44

    45-49

    50-54

    55-59

    60-64

    VIETNAM POPULATION STRUCTURE BY AGE

    DIGITAL IMMIGRANT

    (42%)

    This older generation knew

    internet when they were an

    adult. They often feel the

    need to always learn to

    adapt with the new

    technologies

    DIGITAL NATIVE (58%)

    This younger generation

    born and live in the internet

    era. They tend to be trend-

    leaders

    NETIZEN

    6

    OVERVIEW POPULATION

  • NETIZEN

    7

    OVERVIEW CHANGE FROM 2005 TO 2014

    82.4

    12.9 15.8

    90.9

    39.8

    128.6

    0

    20

    40

    60

    80

    100

    120

    140

    POPULATION INTERNET USER MOBILESUBSCRIPTION

    Mil

    lio

    ns

    VIETNAM CHANGES FROM 2005 TO 2014

    2005

    2014

    Internet User increase more than 3 times and number of Mobile

    Subscription increase 8 times in 2014 when comparing with ones in 2005

  • NETIZEN

    8

    OVERVIEW INTERNET USER

    0.2 3.3

    10.7

    14.7 17.7

    20.8 22.8

    26.8

    30.6

    34.9 36.1

    39.8

    0.3% 4.0%

    13.0%

    17.6%

    21.0%

    24.5% 26.5%

    30.8%

    34.8%

    39.3% 40.2%

    43.8%

    -

    5

    10

    15

    20

    25

    30

    35

    40

    45

    2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014

    0.0%

    10.0%

    20.0%

    30.0%

    40.0%

    50.0%

    60.0%

    Millio

    ns

    VIETNAM INTERNET USER

    The number of user Penetration rate of population-base

    44% of Vietnam total population is Internet User

  • 9

    OVERVIEW BY DEVICE

    4%

    5%

    36%

    44%

    93%

    0% 20% 40% 60% 80% 100%

    Internet Enable TV

    Tablet

    Smartphone

    Computer

    Mobile Phone

    WHICH DEVICE PEOPLE USE?

    Mobile Phone continues to become the No.1 Device of Population

    Base: Total Online and Offline Population, n = 1000

  • 10

    TIME SPENDING ON DEVICE OVERVIEW

    69 MINUTUES

    ON TV

    169 MINUTUES

    ON SMARTPHONE

    160 MINUTES

    ON LAPTOP

    69 MINUTES

    ON TABLET

    113 MINUTUES

    ON TV

    168 MINUTUES

    ON SMARTPHONE

    108 MINUTES

    ON LAPTOP

    50 MINUTES

    ON TABLET

    VIETNAM

    GLOBAL

    Base: People access to device

  • ESTIMATED ONLINE ADVERTISING REVENUE 2014 IN VIETNAM

    70% total online advertising revenue in Vietnam belongs to Google and Facebook

    11

    OVERVIEW ADVERTISING REVENUE

    42%

    27%

    11%

    8%

    5% 3% 4%

    Facebook

    Google

    Admicro

    FPT

    24H

    VNG

    Other

    Source: Moore Estimation 2014

  • ONLINE POPULATION

    DEMOGRAPHIC

    12

    03

  • 95

    70

    35

    18

    15-24 25-34 35-49 50-64

    VIETNAM INTERNET USER BY AGE

    % Internet User Total Population by Age

    Vietnam Internet User is dominated by

    younger generation in 15-35 years old.

    13

    DEMOGRAPHIC BY AGE

    Base: Urban internet user 15 64, n=5800

  • 14

    DEMOGRAPHIC BY GENDER

    Base: Urban internet user 15-64, n=5800

    43%

    57%

    VIETNAM INTERNET USER BY GENDER

    Man

    Woman

  • VIETNAM

    INTERNET USER BEHAVIOR

    15

    04

  • 16

    USER BEHAVIOR BEHAVIOR THROUGH DEVICE

    Base: Internet users (via computer, tablet or smartphone), n = 538

    31%

    21% 21%

    11%

    3%

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    Only via computer/tablet Only via Smartphone Via smartphone andcomputer/tablet equalty

    Via smartphone moreoften than

    computer/tablet

    Via computer/tabletmore often than

    smartphone

    HOW DO PEOPLE GO ONLINE WITH DIFFERENT DEVICES?

  • MEDIA ACTIVITIES USER BEHAVIOR

    17

    DEVICE ACCESS BY TIME OF DAY

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    Before 9am 9am - Before12pm

    12pm - Before2pm

    2pm - Before4pm

    4pm - Before6pm

    6pm - Before8pm

    8pm - Before10pm

    10pm Onwards

    Desktop Laptop/Notebook Mobile Phone Table

    8PM-10PM is peak time using Laptop and Mobile Phone

    Base: online consumers 16+, n=1026

  • ONLINE ACTIVITIES USER BEHAVIOR

    18

    ONLINE ACTIVITIES BY TIME OF DAY

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    45%

    Before 9am 9am - Before12pm

    12pm - Before2pm

    2pm - Before4pm

    4pm - Before6pm

    6pm - Before8pm

    8pm - Before10pm

    10pm Onwards

    Social Media Online News Online Video (+ Internet TV) Online Shopping

    Base: online consumers 16+, n=1026

  • ONLINE ACTIVITIES USER BEHAVIOR

    19

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Never

    Rarely

    Sometimes

    Frequently

    ONLINE ACTIVITIES OF 15-24 YEARS OLD

    User in 15-24 years old spending more time for Social networking..

    Base: Urban Internet User, n=2970

  • ONLINE ACTIVITIES USER BEHAVIOR

    20

    ONLINE ACTIVITIES OF 25-34 YEARS OLD

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Never

    Rarely

    Sometimes

    Frequently

    While user in 25-34 years old spending more time for reading newspaper.

    Base: Urban Internet User, n=2970

  • ONLINE ACTIVITIES USER BEHAVIOR

    21

    ONLINE ACTIVITIES OF 35-45 YEARS OLD

    Base: Urban Internet User, n=2970

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Never

    Rarely

    Sometimes

    Frequently

  • ONLINE VIDEO ACTIVITIES USER BEHAVIOR

    22

    WEEKLY ACCESS OF ONLINE VIDEO 2014

    91% 85% 83% 81%

    67%

    56%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    Vietnam Philippines Thailand Indonesia Malaysia Singapore

    Vietnam have the highest percentage of internet user

    access in online video among Asia countries

    Base: online consumers 16+, n=1026

  • ONLINE VIDEO ACTIVITIES USER BEHAVIOR

    23

    33% 37%

    47% 48%

    43%

    2% 5%

    3% 1% 0%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    16-20 21-29 30-39 40-49 50+

    2014

    2011

    ONLINE VIDEO VIA MOBILE PHONE 2011-2014

    Online Video accessed via mobile grow rapidly from 2011 to 2014

    Base: online consumers 16+, n=1026

  • ONLINE VIDEO ACTIVITIES USER BEHAVIOR

    24

    TYPE OF VIDEO CLIP WATCHED BY USER-GENERATED CONTENT

    41%

    23%

    18%

    13% 13% 12% 12% 11% 10% 10%

    0%

    5%

    10%

    15%

    20%

    25%

    30%

    35%

    40%

    45%

    % urban Internet user 15-45

    Music Videos is the most favorite ones of User-generated content

    Base: Urban Internet User, n=2970

  • ONLINE VIDEO ACTIVITIES USER BEHAVIOR

    25

    TYPE OF SITES PEOPLE USED TO WATCH ONLINE VIDEO

    87%

    12%

    44%

    15% 8%

    0%

    10%

    20%

    30%

    40%

    50%

    60%

    70%

    80%

    90%

    100%

    An online videosite/app

    A catch-up TVplayer

    A social network A news ormahazinesite/app

    Another type ofsite/app

    % of Internet user - Watched online video in the past week

    An online video site or app is used by most people when watch video online

    Base: Internet users | Watched online video in the past week, n=3051

  • VIETNAM MOBILE

    26

    05

    Mobile has driven an unprecedented behavioral and

    cultural shift, providing utility, information and

    connectivity at our fingertips

  • 27

    MOBILE MOBILE USER

    52% Vietnamese Mobile User use Smartphone

    87% 87% 80% 75% 71%

    52% 49%

    23% 18%

    13% 13% 20% 25% 29%

    48% 51%

    77% 82%

    0%

    20%

    40%

    60%

    80%

    100%

    120%

    SMARTPHONE NON-SMARTPHON