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VIETNAM DIGITAL LANDSCAPE 2015 BY MOORE CORPORATION

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Page 1: Vietnam digital landscape 2015 - by Moore.vn

VIETNAM DIGITAL LANDSCAPE 2015

BY MOORE CORPORATION

Page 2: Vietnam digital landscape 2015 - by Moore.vn

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

Page 3: Vietnam digital landscape 2015 - by Moore.vn

VIETNAM IN GLOBAL CONTEXT

2

01

Page 4: Vietnam digital landscape 2015 - by Moore.vn

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%

Page 5: Vietnam digital landscape 2015 - by Moore.vn

VIETNAM DIGITAL MARKETING

OVERVIEW

4

02

Page 6: Vietnam digital landscape 2015 - by Moore.vn

NETIZEN

5

OVERVIEW POPULATION

49.6%

50.4%

POPULATION BY GENDER

Nam

Nữ

31%

69%

POPULATION BY REGION

Urban

Rural

90,493,352

Total Population

fvdvd

vh

e

llo

Male

Female

Page 7: Vietnam digital landscape 2015 - by Moore.vn

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

Page 8: Vietnam digital landscape 2015 - by Moore.vn

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

Number of Internet Users increases more than 3 times and number of

Mobile Subscription increases 8 times in 2014 when comparing with ones

in 2005

Page 9: Vietnam digital landscape 2015 - by Moore.vn

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

Page 10: Vietnam digital landscape 2015 - by Moore.vn

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

Page 11: Vietnam digital landscape 2015 - by Moore.vn

10

TIME SPENDING ON DEVICE OVERVIEW

69 MINUTES

ON TV

169 MINUTES

ON SMARTPHONE

160 MINUTES

ON LAPTOP

69 MINUTES

ON TABLET

113 MINUTES

ON TV

168 MINUTES

ON SMARTPHONE

108 MINUTES

ON LAPTOP

50 MINUTES

ON TABLET

VIETNAM

GLOBAL

Base: People access to device

Page 12: Vietnam digital landscape 2015 - by Moore.vn

ESTIMATED VIETNAM ONLINE ADVERTISING REVENUES IN 2014

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

Page 13: Vietnam digital landscape 2015 - by Moore.vn

ONLINE POPULATION

DEMOGRAPHIC

12

03

Page 14: Vietnam digital landscape 2015 - by Moore.vn

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

young generation in 15-35 years old.

13

DEMOGRAPHIC BY AGE

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

Page 15: Vietnam digital landscape 2015 - by Moore.vn

14

DEMOGRAPHIC BY GENDER

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

43%

57%

VIETNAM INTERNET USER BY GENDER

Male

Female

Page 16: Vietnam digital landscape 2015 - by Moore.vn

VIETNAM

INTERNET USER BEHAVIOR

15

04

Page 17: Vietnam digital landscape 2015 - by Moore.vn

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?

Page 18: Vietnam digital landscape 2015 - by Moore.vn

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

Page 19: Vietnam digital landscape 2015 - by Moore.vn

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

Page 20: Vietnam digital landscape 2015 - by Moore.vn

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

Users in 15-24 years old spending more time on Social networking…..

Base: Urban Internet User, n=2970

Page 21: Vietnam digital landscape 2015 - by Moore.vn

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 users in 25-34 years old spending more time on reading newspaper.

Base: Urban Internet User, n=2970

Page 22: Vietnam digital landscape 2015 - by Moore.vn

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

Page 23: Vietnam digital landscape 2015 - by Moore.vn

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 has the highest percentage of internet user access in online video

among Asia countries

Base: online consumers 16+, n=1026

Page 24: Vietnam digital landscape 2015 - by Moore.vn

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 grown rapidly from 2011 to 2014

Base: online consumers 16+, n=1026

Page 25: Vietnam digital landscape 2015 - by Moore.vn

ONLINE VIDEO ACTIVITIES USER BEHAVIOR

24

TYPES 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 Video is the most favorite ones of User-generated content…

Base: Urban Internet User, n=2970

Page 26: Vietnam digital landscape 2015 - by Moore.vn

ONLINE VIDEO ACTIVITIES USER BEHAVIOR

25

TYPES 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

Page 27: Vietnam digital landscape 2015 - by Moore.vn

VIETNAM MOBILE

26

05

“Mobile has driven an unprecedented behavioral and

cultural shift, providing utility, information and

connectivity at our fingertips”

Page 28: Vietnam digital landscape 2015 - by Moore.vn

27

MOBILE MOBILE USER

52% Vietnamese Mobile Users 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-SMARTPHONE

PERCENTAGE OF SMARTPHONE USER

Base: Mobile User

Page 29: Vietnam digital landscape 2015 - by Moore.vn

15.7

19.7

27.5 29.3

11.9%

15.9%

19.8%

21.4%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

-

5.0

10.0

15.0

20.0

25.0

30.0

35.0

2012 2013 2014 2015

VIETNAM 3G SUPCRIPTION

Số thuê bao 3G 3G trên tổng thuê bao di động

28

MOBILE 3G SUBSCRIPTION M

illio

ns

3G Subscriptions % 3G Subscriptions over total subscriptions

Page 30: Vietnam digital landscape 2015 - by Moore.vn

52%

48%

SMARTPHONE USER BY GENDER

MALE

FEMALE

29

MOBILE MOBILE USER

Base: Smartphone User, n=608

Page 31: Vietnam digital landscape 2015 - by Moore.vn

30

MOBILE MOBILE USER

Base: Smartphone User, n=608

62% 63%

47%

27%

0%

10%

20%

30%

40%

50%

60%

70%

16-24 25-34 35-44 45-64

SMARTPHONE USERS BY AGE

Page 32: Vietnam digital landscape 2015 - by Moore.vn

31

MOBILE MOBILE USER

SMARTPHONE USERS BY SEC

72%

50%

40% 42%

0%

10%

20%

30%

40%

50%

60%

70%

80%

SEC A SEC B SEC C SEC D-F

Base: Smartphone User, n=608

Page 33: Vietnam digital landscape 2015 - by Moore.vn

32

TOTAL MALE FEMALE 16-20

YEARS

21-29

YEARS

30-39

YEARS

40-49

YEARS

50+

YEARS

BASE 883 505 378 111 479 180 82 31

Android 64% 66% 63% 66% 63% 69% 62% 58%

IOS 19% 21% 17% 20% 24% 23% 24% 29%

Windows 8 9% 8% 9% 8% 3% 4% 3% 9%

Windows 7 3% 2% 3% 1% 8% 2% 8% 0%

Symbian 2% 1% 4% 3% 2% 0% 2% 0%

BlackBerry

OS

0% 0% 1% 1% 0% 0% 0% 2%

WinMob 0% 0% 0% 0% 1% 0% 1% 0%

Bada 0% 0% 0% 1% 0% 0% 0% 0%

MOBILE OPERATING SYSTEM

Base: Online Customer 16+ who use a smartphone (N=883)

Page 34: Vietnam digital landscape 2015 - by Moore.vn

33

MOBILE MOBILE USER

ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE

(at least weekly)

46%

45%

39%

34%

38%

25%

24%

12%

6%

4%

0% 10% 20% 30% 40% 50%

Social Network

Search

Music

Online Video

Email Checking

Game

Product Information…

Map Usage

Shopping

Electronic Banking

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

Page 35: Vietnam digital landscape 2015 - by Moore.vn

VIETNAM SOCIAL NETWORK

34

06

Page 36: Vietnam digital landscape 2015 - by Moore.vn

PLATFORMS SOCIAL MEDIA

35

94%

55%

36%

22% 20%

15%

57%

13% 13%

6% 5% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Facebook Zing Me Twitter LinkedIn Instagram Pinterest

Account ownership Active use (at least once at month)

TOP ACTIVE PLATFORMS

Facebook and Zing are still the most popular social platforms in Vietnam

Page 37: Vietnam digital landscape 2015 - by Moore.vn

FANPAGE SOCIAL MEDIA

36

NO. FANPAGE FANS

1 Trần Khởi My 7 572 158

2 Võ Hoài Linh 7 122 134

3 M-TP 6 227 812

4 MC Trấn Thành 6 002 429

5 Hồ Quang Hiếu 5 998 478

6 Hội những người thích đọc tin tức 24h 5 956 402

7 Khởi My 5 564 810

8 Góc Thư Giãn 5 412 233

9 Đông Nhi 5 401 813

10 Minh Hằng 5 389 605

Page 38: Vietnam digital landscape 2015 - by Moore.vn

FACEBOOK SOCIAL MEDIA

37

NUMBER OF FACEBOOK USERS FROM 2011 TO 2015

1.4

8.5

19.6

27.0

31.3

-

5.0

10.0

15.0

20.0

25.0

30.0

35.0

2-2011 10-2012 8-2013 12-2014 3-2015

Mill

ions

Number of Facebook Users is increasing as 22 times over 5 years

Page 39: Vietnam digital landscape 2015 - by Moore.vn

38

FACEBOOK USERS BY AGE

1.40

8.80

5.00

1.74

0.30 0.14

1.40

7.60

3.80

0.86

0.22 0.05 -

1

2

3

4

5

6

7

8

9

10

13 - 15 15 - 24 25 - 34 35 - 49 50 - 64 65+

Mil

lio

ns

Male Female

FACEBOOK SOCIAL MEDIA

Facebook User is nominated by Male

Page 40: Vietnam digital landscape 2015 - by Moore.vn

39

FACEBOOK USER BY LOCATION

3.20 3.40

0.34 0.26 0.36

9.82

2.80 3.00

0.32 0.24 0.30

7.27

-

2

4

6

8

10

12

Ho Chi Minh Ha Noi Da Nang Can Tho Hai Phong Khác

Millio

ns

Male Female

FACEBOOK SOCIAL MEDIA

Others

Page 41: Vietnam digital landscape 2015 - by Moore.vn

VIETNAM E-COMMERCE

40

07

Page 42: Vietnam digital landscape 2015 - by Moore.vn

REVENUE E - COMMERCE

41

ESTIMATED VIETNAM B2C E-COMMERCE REVENUE 2014

VN Population 2014

% Internet Users

Estimated online buying value of one people 2014

% Internet Users buying

online

Estimated B2C E-commerce

Revenue 2014

90.73 million 39% 145 USD 58% 2.97 billion USD

Page 43: Vietnam digital landscape 2015 - by Moore.vn

DEMOGRAPHIC E - COMMERCE

42

41%

59%

By Age

Male Female41%

7%

37%

15%

Officer BusinessOwer

Student Other

By Job

Women and people who work as Officers are the main online buyers

Page 44: Vietnam digital landscape 2015 - by Moore.vn

Base: Internet users | Answering based on a recent purchase, n=3018

USER ACTIVITIES E - COMMERCE

43

INTERNET HELPS PEOPLE TO MAKE PURCHASING DECISIONS BY

21%

30%

60%

20%

39%

25% 29% 29%

13%

0%

10%

20%

30%

40%

50%

60%

70%

Page 45: Vietnam digital landscape 2015 - by Moore.vn

USER ACTIVITIES E - COMMERCE

44

THE ONLINE SOURCES PEOPLE USE TO MAKE PURCHASING DECISIONS

40%

27% 26%

17%

8%

14%

2%

11% 11%

6% 7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

On brandwebsite

On retaileswebsite

Socialnetworks

Onlinevides site

Brandpages on

socialnetworks

site

Advicesites/reviewsites/

forums/blogs

Auction orclassifieds

site

Pricecomparison

website

Onlinemagazines/news sites

Email Other onlineinformation

source

Base: Internet users | Answering based on a recent purchase, n=3428

Page 46: Vietnam digital landscape 2015 - by Moore.vn

HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED

USER ACTIVITIES E - COMMERCE

33% 31%

13% 13%

9%

0%

5%

10%

15%

20%

25%

30%

35%

Previousexperiences

Discussionswith other

people

Pre-purchaseresearch

Throughtadvertising

None of these

45 Base: Internet users | Answering based on a recent purchase (in select categories) researched online

Page 47: Vietnam digital landscape 2015 - by Moore.vn

HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM

ADVERTISING?

USER ACTIVITIES E - COMMERCE

47%

26%

0%

5% 8%

2% 0%

9%

2%

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

Online Tivi Radio Poster Tạp chí/báo

Email Mail Instoreads

Khác

46 Base: Internet users | Answering based on a recent purchase | Became aware of product through advertising, n=533

Page 48: Vietnam digital landscape 2015 - by Moore.vn

APPENDIX

47

08

Page 49: Vietnam digital landscape 2015 - by Moore.vn

48

VIETNAM ADVERTISING LANDSCAPE APPENDIX

Page 50: Vietnam digital landscape 2015 - by Moore.vn

49

REFFERENCE SOURCES APPENDIX

• Vietnam Internet Network Information Center, 2000 – 2012

• Meet the new media consumer in Vietnam 2014, Nielsen Vietnam, 2014

• Vietnam grocery report 2014, Nielsen Vietnam, 2014

• Vietnam netcitizens report, Cimigo Vietnam, 2012

• Digital landscape 2013, 3D, 2013

• Marketing in a multiscreen world – Vietnam report, MillwardBrown, 2014

• The mobile internet consumer Vietnam 2013, VSERV.mobi, 2013

• Consumer Barometer, Google, 2014

• Ministry of Information & Communications, 2013-2014

• Technology and cunsumer behavior Vietnam 2014, Nielsen Vietnam, 2014

• Digital, Social & Mobile, WeAreSocial, 2013 - 2015

• General Statistics Office of Vietnam, 2011 - 2014

• Internet World Stats, 2014

• Emarketer, 2013

• Others

Page 51: Vietnam digital landscape 2015 - by Moore.vn

50

CONTACT

NGUYEN XUAN DONG

Vice Managing Director

098 999 5145

[email protected]

Moore Online Solution and Development Corporation

Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Dist. Thanh Xuan, Ha Noi City

HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh

City

Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |