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Consumer Barometer

Country Report – Vietnam

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Table of ContentWhere to find what

Consumer Barometer 2015

Local Report 2

The Multiscreen World- Internet usage 06-10

- Devices

11-15

The Smart Shopper - Research behavior 16-27

- Purchase behavior 28-33

- Local shopper 34-36

- International 37-40

- Industries 41-90

The Smart Viewer- Online Video 91-97

VN SLIDE 3Consumer Barometer 2015

Local Report

What is the Consumer Barometer?

The Consumer Barometer 2015 is a

tool to help you understand how

people use the internet.

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Executive SummaryThe Top 3 Trends that define Vietnam


Local Report 4

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The 3 Trends in Vietnam


Local Report 5

The future is mobileThe Vietnamese use a variety of devices with smartphone being the most popular.

1 out of 3 people are using their smartphone while watching TV, and they are looking

at unrelated content.

Todays shopper is an online shopperMany purchases are online today, but online research is also a key driver in offline

purchases. Consumers use a variety of devices, meaning that advertisers can’t just

rely on computer ads, but also need to focus on mobile.

Millions of online video viewsMore than 6 out of 10 young people are watching online video every day!

Most consumers use online video to relax, but 50% actively want to learn something.

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The Online and Multiscreen WorldQuantify and understand internet usage and attitudes across

various devices.

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Where are the consumers? Online!


Local Report 7

8 out of 10

Source: The Connected Consumer Survey 2015

Question: How often do people go online (for personal Internet usage)?

Base: Internet users (accessing via computer tablet or smartphone)

of the Vietnamese consumers

are online at least once a day

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78

183

Daily Weekly Monthly or less

Vietnam is online


Local Report 8

Especially consumers under 34 years old are online often



How often do you go online? (%)

89% 87%

77%

54% 54%

11% 13% 23%

46%

46%

Under 25 25-34 35-44 45-54 Over 55

Yes No

Do you go online every day?

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Why do people go online?


Local Report 9

The consumers go online for personal reasons and to look for information


*Question asked: To what extent do you agree or disagree with the

following statements? Please evaluate each of the following statements

on a scale from 1 – strongly agree to 5 –strongly disagree.


71% use the internet for personal reasons Consumers state that the internet is the

first place they look for information*

77%

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People are even online when they’re watching TV


Local Report 10

The consumers are online while watching TV


Question: Do people go online on their devices while watching TV?

Base: Internet users (accessing via computer tablet or smartphone) | TV

Viewers | Use Internet in Parallel to TV

13%

90%

9%

Computer Smartphone Tablet

Which devices do people use to go online while watching TV (%)

Use devices to go online while watching TV

36%

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Vietnam has more screens than ever


Local Report 11

There are 1,4 devices

connected to the internet

pr. person in Vietnam in

2015.

This is a 75% growth

from 2013


1,4devices pr. person

{

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55% are smartphone users


Local Report 12Source: The Connected Consumer Survey 2015

Base: total online and offline population

Tablet Smartphone Computer

Which devices do people use?

12% 55% 46%

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How does Vietnam compare?



Base: total online and offline population

63%

Which devices do people use?

Of the consumers

in Asia use a

smartphone

More than half of the consumers under 44 use a smartphone

76%

70%

57%

34%

19%

Under 25 years

25 - 34 years

35 - 44 years

45-54 years

55 and over

How does the demographics look?

Smartphone usage rate

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How do people use their smartphone?



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

56%

59%

23%

28%

54%

6%

23%

13%

43%

Use search engines

Visit social networks

Check email

Play games

Watch online videos

Purchase products / services

Look for product information

Look up maps and directions

Listen to music

What online activities do people do on their smartphones at least weekly?

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Search is mobile


Local Report 15

6 out of 10 are

using search

engines

via smartphones at

least weekly

…making it crucial for businesses to think mobile.



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The Smart ShopperFocuses on the consumer purchase journey and the role of the

Internet in making purchase decisions.


Local Report 16

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3 out of 4 go online when researching products


Local Report 17Source: The Consumer Barometer Survey 2015


are researching

online only

73%

91%

Online

Offline

Did people do any online or offline research prior to their recent purchase?

5%

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In which industries are consumers researching online?


Local Report 18

Source: The Consumer Barometer Survey 2015

Question: Did people do any online or offline research prior to their

recent purchase?

Base: Internet users (accessing via computer tablet or smartphone) |

Answering based on a recent purchase (in select categories)

Flight Tickets

Home appliances

Car Insurances Cinema Tickets Clothing & Footwear Do it yourself

Groceries Ground Travels Hair Care Home Furnishings

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In which industries are consumers researching online? (continued)


Local Report 19

* Over-the-counter remedies


Question: Did people do any online or offline research prior to their recent

purchase?

Base: Internet users (accessing via computer tablet or smartphone) | Answering based on

a recent purchase (in select categories)

Make-up Music

Vitamins & OTC Remedies*Televisions

Hotel Stays Laptops Mobile Phones

Personal Loans Real Estate Restaurants

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How are people researching?


Local Report 20


*found where to buy/found location/made contact



51%

66%

50% 52%

Looked for earlyinspiration

Compared choicesonline

Sought adviceonline

Prepared forimmediatepurchase*

In which part(s) of the purchase process did people use the Internet?

The consumers use the internet to compare choices prior to purchase

What online sources did people use

to make a purchase decision?

36%28%

70%

Brandwebsites

Retailerwebsites

SearchEngine

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Online advertising and research is essential


Local Report 21

For 37% of the consumers online is

the first source of product awareness

during pre-purchase research.

40%

25%

13%

12%

10%

How did people first hear about the product/offer they bought?

Previous experience

Other people

Research

Advertising

Other

What specific source informed people who first learned

of their purchased product via product research?




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Research leading to a purchase


Local Report 22

Search engines are essential in the purchase decision

70%Use a search engine to

get informed before making

a purchase.36%

28%

70%

26%

17%

12%

11%

Brand websites

Retailer websites

Search engine

Social networks

Online video sites

Advice sites

Price comparison sites




VN SLIDEConsumer Barometer 2015



Answering based on a recent purchase (in select categories) |

Researched online

Smartphones and product research

23

Which devices did people use for product research? (Smartphone)

Under 25 years

25-34 years

35-44 years

45-54 years

55 and over

44%

47%

45%

32%

35%

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Smartphone users are online users


Local Report 24

Smartphone users are more likely to purchase or research products online

1. Base: Internet users (accessing via computer tablet or smartphone) |


78%

65%

Smartphone Users Smartphone Non-Users

Do you research or purchase online?

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How are smartphones used for online research?


Local Report 25

In which part(s) of the purchase process did people use a smartphone?




Researched online on a smartphone

42% 43%47%

42%

Looked for early inspiration Compared choices online Sought advice online Prepared for immediatepurchase

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People are going mobile, but some issues occur


Local Report 26

70%are experiencing issues when accessing

websites via their smartphone

And 37% find another website

that works better on smartphone


Base: Internet users (accessing via smartphone) | Encountered difficulties

accessing websites via smartphone

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19%

81%

Online*

Offline/other

19% shop online


Local Report 27

Where did people make their purchase?


*Online/Email




Local Report 28


Question: Did people do any online or offline research prior to their recent

purchase?



The Online Customer Journey

73%

Online research

17%

Online purchase

56%

Offline purchase

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Consumer behavior in different ages


Question: Did people research or purchase their product online or offline?


Under 25

25-34 years

35-44 years

45-54 years

Over 55 years

Research online

Purchase offline


Local Report

20%

17%

16%

19%

10%

60%

58%

50%

45%

44%

Research online

Purchase online

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Consumer behavior in various industries


Local Report 30



Base: Internet users (accessing via computer, tablet or smartphone) |


17% 17% 18% 18%

63%

2%

23%6% 18% 17%

75%68%

36%

61%

32%

46%

61%

51%

62%

54%

Car Insurance Cinema Tickets Clothing &

Footwear

Do It Yourself Flights

(Leisure)

Groceries Ground Travel Hair Care Home

Appliances

Home

Furnishings

Research online, purchase online Research online, purchase offline

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Consumer behavior in various industries (continued)


Local Report 31





35%

14% 13%20%

48%

11%17% 4%

9%6%

50%

71%

61% 63%

26%

68%

57%60%

71%

56%

Hotels Laptop Make-up Mobile Phones

Music Personal Loan

Real Estate Restaurants Television Vitamins & OTC

Research online, purchase online

Research online, purchase offline

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Easy to find, easy of purchase!



Question: How many brands were considered before purchase?



5 out of 10of the consumers

only consider 1-2 brands

before purchase

…which makes it crucial for the brands to be top of mind


Local Report 33

The Local ShopperThe consumer purchase journey and the role of the internet for

local business

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Local Behavior


Local Report 34

How does people research for local businesses?

66%

Researched locally

a day or less before

visiting.

… and 75% only consider 1-3

local businesses before deciding

where to buy.



Searched for information about local business(es) in the past month

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Local Shoppers research practical information


Local Report 35

28%

66%

50% Promotions

What information do people look for?

Business hours

Prices




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Smartphones and local business


Local Report 36

5 out of 10* use a smartphone when looking for local information


*54%




Local Report 37

The international ShopperThe consumer purchase journey and the role of online for

international purchases

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How big is international purchase?


Local Report 38

Half of the consumers

have made an

international purchase 26%

19%

28%

23%

Beauty and health Books, CDs, DVDs or games

Clothing, accessories and footwear

Computer Hardware

Which products do people purchase in other countries?


Base: Internet users (accessing via computer tablet or smartphone) | Ever

purchased a product / service online from abroad

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Why do people purchase products online from foreign countries?


Local Report 39

Expect more expensive

delivery prices26%

3838%54%shop in foregin countries

to get a better quality

products


Why did people purchase products online from foreign countries?



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Challenges of international purchase


Local Report 40

Most consumers have made an international puchase, but some issues ouccur

5 out of 10 experience issues

concerning the website usability

A common issue is

that delivery time is too long

39%





Local Report 41

The Smart Shopper – Car insuranceThe consumer purchase journey and the role of the internet in

making their last purchase decision

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Car insurance: Highlights


Local Report 42




Researched online

63%

34%

61%

Comparedchoices

Got ideas Look foropinions

75%Researched online before

purchasing offline

How did people use the Internet to

help make their purchase decision?

The consumers compare

insurance policies online

Online research has a

substantial impact on

offline purchases

Search engines are a

key driver in online purchase

Did people research or purchase

their product online or offline?

What online sources did people

use to make a purchase decision?

56%29%

86%

21%

Brandwebsites

Retailerwebsites

SearchEngine

PriceComparison

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Car insurance: Highlights


Local Report 43

70% are encountering

issues accessing

websites via smartphone*

How often do people encounter

issues accessing websites via smartphone?

37%

People will try to find another

website that works better

on their smartphone*

What do people do after encountering issues

accessing websites via smartphone?Which devices did people

use for product research?

More than half are using

their smartphone when

researching car insurance

53%


*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,

Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair

Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile

Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC

Remedies

Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on


Local Report 44

The Smart Shopper – Cinema ticketsThe consumer purchase journey and the role of the internet in


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Cinema tickets: Highlights





Researched online

17%

68%

Research online,purchased online

Research online,purchased offline



Offline purchases

begin online6 out of 10 of all

purchases are made

for a social gathering

What motivated people’s purchase?

Many consumers

buy cinema tickets online


17%

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Cinema tickets: Highlights


Local Report 46


issues accessing




37%

People will try to find another




accessing websites via smartphone?Which devices did people


44% are using

their smartphone when

researching for cinema tickets






Remedies Base: Internet users (accessing via computer, tablet or smartphone) |

Answering based on a recent purchase (in select categories) | Researched online

Find another website


Local Report 47

The Smart Shopper – Clothing & footwearThe consumer purchase journey and the role of the internet in


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Clothing & footwear: Highlights





Researched online

30%

81%

5%

Smartphone Computer Tablet

Which devices did people use for product research?

3 out of 10 the consumers use

a smartphone to research clothing & footwear

54%Research online

The consumers research online

prior to purchase

What online or offline research did people

do prior to their recent purchase?

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Clothing & footwear: Highlights





Researched online

More than half purchase clothing

and footwear to meet

an urgent need

What motivated people's product purchase?

The consumers

research online and buy

offline afterwards



36%

18% of the

consumers made their

latest purchase online


52%


Local Report 50

The Smart Shopper – Do it yourselfThe consumer purchase journey and the role of the internet in


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Do it yourself: Highlights





Researched online

78%research online

prior to purchase

The internet has a


purchase

Offline purchases begin online


do prior to their recent purchase?Did people research or purchase


18%

61%

16%

Research online /Purchase online

Research online /Purchase offline

Research offline /Purchase online

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Do it yourself: Highlights





Researched online

46%

People make their purchase

because they had an

urgent need

What motivated people's

product purchase?



59% are using the internet for

comparing prices and products


Local Report 53

The Smart Shopper – Flights (leisure)The consumer purchase journey and the role of the internet in


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Flights (leisure): Highlights


Local Report 54




Researched online

93%

7%

Used Not used



93% use search engines

when purchasing

flight tickets

Among the consumers

63%buy flight tickets online


#1

94% of the consumers

research flight tickets

online



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Flights (leisure): Highlights


Local Report 55




Researched online

69%

The consumers

compare flights online

Consumers use

airline websites to purchase

flight tickets

In which part(s) of the purchase process did

people use the Internet??On what type of website did people

make their online purchase?



89%

8%

Airline Travel Agent

63% of the

consumers only research

and purchase online

Compared choices


Local Report 56

The Smart Shopper – GroceriesThe consumer purchase journey and the role of the internet in


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Groceries: Highlights





Researched online

61%

35%

Compared prices Get Locations

How did people use the Internet

to help make their purchase decision?

61% use the Internet

to compare prices

1 out of 4 buy

their groceries on offer


product purchase?

In Vietnam the

consumers use a smartphone

for online research

Which devices did people


34%


Local Report 58

The Smart Shopper – Ground Travel The consumer purchase journey and the role of the internet in


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Ground travel: Highlights





Researched online



8 out of 10 of the

consumers use search engines

for their purchase decision

9 out of 10 research online

prior to

purchase



61% of people both

research online before

purchasing offline

Did people research or purchase their

product online or offline?

83%


Local Report 60

The Smart Shopper – Hair CareThe consumer purchase journey and the role of the internet in


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Hair Care: Highlights


Local Report 61

…but 58% research online

before making a purchase



60%

The consumers use

the internet to compare

products and prices


help make their purchase decision?How many brands did people consider

before product purchase?

24% only consider

one brand prior

to purchase

Source: The Consumer Barometer Survey 2015*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,




Remedies


Used the internet to make

comparisons


Local Report 62

The Smart Shopper – Home appliancesThe consumer purchase journey and the role of the internet in


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Home appliances: Highlights





Researched online

2 out of 10 purchases home appliances online


The consumers compare products,

prices and features online

before purchase



82%

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Home appliances: Highlights





Researched online


product purchase?

8 out of 10 consumers buy home

appliances based on a urgent need

The consumers

research their purchased

products online



Online determines offline!

62% researched online

before purchasing offline



80%research online

prior to purchase


Local Report 65

The Smart Shopper – Home furnishingsThe consumer purchase journey and the role of the internet in


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Home furnishings: Highlights





Researched online

71%

The consumers’

purchases were driven

by online research


do prior to their recent purchase?Did people research or purchase their product online or offline?

Online research effect both online and offline sales

17%

54%

Research online,purchase online

Research online,purchase offline

research online

prior to purchase


Local Report 67

The Smart Shopper – Hotel (leisure)The consumer purchase journey and the role of the internet in


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Hotels (leisure): Highlights





Researched online



87% research hotels

online before purchase

Did people do any online or offline

research prior to their recent purchase?

87%

1 out of 3 purchases

their hotel stay online

Where did people make

their purchase?

….but what online research

are the consumers doing?

27%

68%

44%

Watch onlinevideo

Comparedchoices

Looked upreviews

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Hotels (leisure): Highlights





Researched online

50%

Half the consumers

research online

prior to offline purchase


their product online or offline?On what type of website did people


Hotel chain websites

is the most popular place

to purchase hotel stays

29% 28% 26%

Hotel chain Price comparisonwebsites

Travel Agent


Local Report 70

The Smart Shopper – LaptopsThe consumer purchase journey and the role of the internet in


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Laptops: Highlights


Local Report 71

…but 84% research online

before making a purchase



55%

And over half use

smartphone for doing

online research

Which devices did people use

for product research?What motivated people’s purchase?


purchase their laptop

on promotion

Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on

a recent purchase (in select categories) | Researched online


Local Report 72

The Smart Shopper – Make-upThe consumer purchase journey and the role of the internet in


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Make-up: Highlights





Researched online

74%

Consumers research online

prior purchase


do prior to their recent purchase? Did people research or purchase


61% of the consumers who makes a

purchase in a store research online

prior to purchase

13%

61%

Researchonline/purchase

online

Researchonline/purchase

offline


purchase on promotion

What motivated people’s purchase?

Did online research before

making a purchase

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Make-up: Highlights


Local Report 74


issues accessing




Many will try to find another




accessing websites via smartphone?

42% are researching for

make-up on their

smartphone

Which devices did people


42% 37%






Remedies


a recent purchase (in select categories) | Researched online


Local Report 75

The Smart Shopper – Mobile phonesThe consumer purchase journey and the role of the internet in


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Mobile phones: Highlights





Researched online

Online research

is big

63%

Offline sales begin online



82% are influenced by

search engines when

making a purchase decision

What online sources did people use

to make a purchase decision?What online or offline research did people do

prior to their recent purchase?

73%

91%

Online Offline

Did online research before

making a purchase offline

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Mobile phones: Highlights





Researched online

26% are researching

using their smartphone


for product research?

23% are buying their

mobile phones on a

suparmarket website

On what type of website did people


23

13

44

20

Supermarket Retailer Other Auction

%


Local Report 78

The Smart Shopper – MusicThe consumer purchase journey and the role of the internet in


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Music: Highlights





Researched online

74% research online

before purchasing

music


do prior to their recent purchase.?

53%

5 out of 10 use a

smartphone for doing

online research


for product research?Where did people make their purchase?

53% of the

consumers are purchasing

music online.


Local Report 80

The Smart Shopper – Personal LoanThe consumer purchase journey and the role of the internet in


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Personal Loan: Highlights





Researched online

…and 75% do so via

a search engine



79%

…while 1 out of 10 end up making

their purchase online

Where did people make their purchase?What online or offline research did people


The consumers

research online

prior to taking out a loan

Research online


Local Report 82

The Smart Shopper – Real EstateThe consumer purchase journey and the role of the internet in


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Real Estate: Highlights


Local Report 83Source: The Consumer Barometer Survey 2015’



Researched online

57% use a smartphone

for online research

76%

57% of offline real estate

sales begin online





The consumers

research online

prior to purchasing real estate



Research real estate online

prior to purchase


Local Report 84

The Smart Shopper – RestaurantsThe consumer purchase journey and the role of the internet in


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Restaurants: Highlights





Researched online

50% use a smartphone

for online research

39%

63% of all sales are

driven by online

research


for product research?What motivated people’s purchase?

Restaurant guests

are often motived by

a promotion/discount




Local Report 86

The Smart Shopper – TelevisionThe consumer purchase journey and the role of the internet in


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Television: Highlights





Researched online

The consumers use

a search engine when making

their purchase decision



79%

21%

Used Not used


use a smartphone for

online research



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Television: Highlights





Researched online

39%

38%

23%

Supermarket Electronics Retailer Others

71%Researched online before

purchasing offline

Online research has a


offline purchase

The consumers use

a variety of websites

for their online purchases



On what type of website did people


20% bought their

latest TV-set on promotion

What motivated people's product purchase?


Local Report 89

The Smart Shopper – Vitamins & OTC remedies

The consumer purchase journey and the role of the internet in


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Vitamins & OTC remedies: Highlights





Researched online

53%

40% researches just

moments before

Making their purchase

When did people start researching

their product purchase?In which part(s) of the purchase

process did people use the Internet?

Consumers use the internet

to compare prices

and products

Compare products/prices online

to make a purchase decision

62% use the internet

for research

What online or offline research did people do

prior to their recent purchase?

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The Smart ViewerProvides insight into people's recent online video use across

different devices.


Local Report 91

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The Smart Viewer is a Mobile Viewer



*At least once a month

Base: Internet users (accessing via smartphone)

9 out of 10consumers

are watching online video

on their smartphones*

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The users watch online video at home and alone


Local Report 93

89%of the consumers are watching

online video at home

6 out of 10 watch online video alone


*Question: With how many people did you watch video in the last week?


Watched online video in the past week | Answering based on a recent

online video session

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Why are we watching online video?


Local Report 94

67%

65%

46%

41%

30%

To relax

To be entertained

To learn

To pursue ahobby

Find productinformation 7 out of 10 of

the consumers

are watching

videos because

they want to relax

What motivated people to watch online videos in the last week?





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Tomorrow’s TV is Online


Local Report 95





78%

Of the users are watching

Online video every week

What are the users watching?

57%are watching

music videos

28%are watching

sport

22%are watching

gaming videos

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Long videos in the evening


Local Report 96




online video session weekday

How long were the online videos

people watched in the last week?

10:00


watch videos that are

10 minutes or longer

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%

First thing inthe morning

Morning Lunchtime Afternoon Evening Last thing inthe evening

Most people are watching online video in the evening

At what time did people watch online video

in the last week on a weekday?

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The Smart Viewer is a Focused Viewer


Local Report 97

5 out 10watch online video content related

to their surroundings

68%are focused when

watching online video





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MethodologyData in the Consumer Barometer is pulled from two sources - the core Consumer Barometer

questionnaire, which is focused on the adult online population and Connected Consumer

Study, which seeks to enumerate the total adult population and is used to weight the Consumer

Barometer results.


Local Report 98


Local Report


Methodology

Connected Consumer Survey

Population

o Target population: total population (online & offline) 16+ in each country surveyed except:

• 18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan

Sampling

o Random sampling aimed to be representative of the total population ages 16+ in all countries.

o Sample size: n=1,000 in each country surveyed (except India, where n=4,000)

Survey administration

o Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI).

o Questionnaires were administered in local language(s) for all countries surveyed

o Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews.

Weighting

o Data was weighted according to local Census data

Timing

o Enumeration surveys were administered between in Q1 2014 and 2015.


Local Report


Methodology

Consumer Barometer Survey

Population

Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products from

the product list. Depending on the country we focused on the population 16+ except:

• Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan

Sampling

o Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries

o Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and

smartphone usage to ensure local representativness for the online population

Survey administration

o Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews

o Questionnaires were administered in local language(s) for all countries surveyed

o Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries

Weighting

o The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted

Timing

o Consumer Barometer surveys were administered in 2014 and 2015.

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