Vietnam digital landscape 2017

VIETNAM DIGITAL LANDSCAPE 2017

TABLE OF CONTENT

1

5

2

3

4

6

Vietnam Digital Market Overview

Online Population Demographic

Vietnam Internet User Behavior

Vietnam Mobile

Vietnam Social Network

Vietnam E-commerce

7 Appendix

1

5

2

3

4

6

7


VIETNAM DIGITAL MARKET OVERVIEW01

Internet user 2016: 49 millionsPenetration: 52% of populationRanking: 13th

User 1-year change: 3,3%

VN in global context

Overview: Vietnam Population

Total population

By gender

49% 51%

By region

31%69%

94,93 millions

Overview: Vietnam Population

23.84%

16.69%

45.22%

8.24%

6.01%

0 20 40 60

0-14

15-24

25-54

55-64

65+

Vietnam population Struture by Age

These generations (15-54) are main target audiences of Digital Marketing

44.348.2

52.155.8

59.362.6

0

10

20

30

40

50

60

70

2015 2016 2017 2018 2019 2020

Number of internet users in Vietnam from 2025 to 2021 in millions

Overview: Vietnam Internet Users

41.8146.76

51.4255.54

59.0461.91 64.24 66.1

0

10

20

30

40

50

60

70

2014 2015 2016 2017 2018 2019 2020 2021

Number of mobile phone Internet users in Vietnam from 2014 to 2021 in millions


Which devices do people use?

98%

72%

44%

14%

0

10

20

30

40

50

60

70

80

90

100

Mobile phone Smartphone Computer Tablet



ONLINE POPULATION DEMOGRAPHIC02

Online population demographic

96

86

75

59

52

4

14

25

41

48

Under 25

25-34

35-44

45-54

55+

Yes No

Percentage of Vietnamese who use Internet for personal purpose by age

Base: Online and Offline population, n= 256

Percentage of Vietnamese who use Internet for personal purpose by Gender

82% 73%

Online population demographic

Base: Online and Offline population, n= 492


VIETNAM INTERNET USERBEHAVIOR03

Percentage of devices used to online

55%

30%

14%

0 10 20 30 40 50 60

More often via smartphone thancomputer/table

Equally via smartphone &computer/ tablet

More often via computer/ tabletthan smartphone

Base: Internet users, n=765


Vietnam users tend to use smartphone to go online more than computer or table, which is called as “mobile trend”


87%

79%

77%

73%

72%

44%

41

49

8%

11%

10%

17%

19%

15%

15

11

0 50 100

Read newspaper

Access e-mail

Participate in forum, social networks

Entertainment

Research/ study

Play game

Search for information of goods…

Others

Weekly Daily

Base: Internet User, n=967

Most popular online activities in Vietnam in 2015


87%

73%

78%

77%

65%

52%

42%

50%

6%

13%

10%

14%

18%

12%

14%

8%

0 50 100

Read newspaper

Access e-mail

Participate in forum, social networks

Entertainment

Research/ study

Play game

Search for information of goods and…

Others

Weekly Daily

Most popular mobile Internet activities in Vietnam in 2015


Weekly access of online video 2015

92%85%

81%76% 74%

62%

0

10

20

30

40

50

60

70

80

90

100

Viet Nam Phillippines Indonesia Thailand Malaysia Singapore

Series 1 Column1 Column2


Frequency of watching online video

52%

36%

8%3% 2%

0

10

20

30

40

50

60

Every day Every week Every month Less than oncea month

Never watchonline video


Online video access by device in 2015

62%58%

18%

12%

2%0

10

20

30

40

50

60

70

Smartphone PC Tablet Smart TV TV box


Type of video- on- demand watched in 2015

97%90% 89% 87% 84% 83% 82% 81% 80% 79% 77%

26%

0

20

40

60

80

100

120

Vietnam Internet User BehaviorAnd comes the new trend, Video-on-demand…

90%

56% 54%48% 45% 44% 42% 39% 37%

0102030405060708090

100


Type of video-on-demand watched in 2016

On Average (via any device)

2h33m


Daily time spent on device

6h53mVia PC or Tablet

2h39m

Estimated digital advertising revenue in VN 2017

The largest segment of the market is “search advertising” with an estimated market volume of

33 millions USD

Revenue in digital advertising in vietnam

amounts to 76 millions USD in 2017


VIETNAM MOBILE 05

Mobile connections by type

Total number of mobile connections

Mobile connections as a percentage of total population

Percentage of mobile connections that are pre-paid

Percentage of mobile connection that are post-paid

Percentage of mobile connections that are broadband (3G&4G)

Vietnam mobile

124,7 millions

131 %

89%

11%

30%

Number of smartphone users in VN from 2015 to 2021 (in millions)

20.6

24.6

28.5

32

37.840

0

5

10

15

20

25

30

35

40

45

2015 2016 2017 2018 2019 2020

Vietnam mobile

Online activities on smartphone

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

78%

77%

69%

53%

37%

21%

20%

7%

0 20 40 60 80 100

Visit social networks

Watch online videos

Use Search engines

Listen to music

Play games

Look for product information

Check mail

Look up maps and directions

Base: Internet user, n=765

Vietnam mobile

Vietnam mobile

Average daily time spent on mobile apps by smartphone users in 2016 in minutes

72

69

68

59

51

45

0 10 20 30 40 50 60 70 80

Philippines

Indonesia

Thailand

Malaysia

Vietnam

China

Top 3 app categories used daily

Social networking 94%

Messaging/ communications: 61%

Search 77%

Vietnam mobile

1/

2/

3/

Vietnam mobile

Time spent on daily used apps


VIETNAM SOCIAL NETWORK05

Top active social platforms

51%

51%

37%

32%

30%

22%

22%

21%

18%

14%

13%

12%

0 10 20 30 40 50 60

Facebook

Youtube

Facebook Messenger

Google+

Zalo

Twitter

Insta

Skype

Viber

Linkedin

Wechat

Line

Vietnam Social Network

3.6

7.56.9

2.6

0.90.4 0.1

3.6

7.8 8

2.9

10.4 0.2

0

1

2

3

4

5

6

7

8

9

13-17 18-24 25-34 35-44 45-54 55-64 65+

Female Male

Facebook user profile by age and gender

Vietnam Social NetworkAge Total Female Male

Total 46,000,000 48% 52%

13-17 7,200,000 8% 8%

18-24 15,290,000 16% 17%

25-34 14,960,000 16% 17%

35-44 5,430,000 6% 6%

45-54 1,940,000 2% 2%

55-64 770,000 1% 1%

65+ 320,000 0 0


VIETNAM E-COMMERCE 06

43%

24%

12%

6%

6%

0 10 20 30 40 50

Online

Television

Instore Ads

Magazine/ Newspaper

Poster

Base: Internet users, n=949

Advertising channels that people first learned of their purchased product

Vietnam E-commerce

Estimated Revenue in 2017: 2,187 millions USD

Estimated User penetration: 50,5%

Estimated Average revenue per user (ARPU): 61.74 USD

Total value of national E-commerce market in 2016: 1,8 billions USD

Vietnam E-commerce Estimation 2017

Demographics

By Age

3%

34%

30%

18%

15%

0 10 20 30 40

Under 18

18-25

26-30

30-35

35+

By gender

Vietnam E-commerce

36% 64%

By location

38%

17%

3%

3%

1%

39%

0 10 20 30 40 50

HCM

Ha Noi

Can Tho

Da Nang

Hai Phong

Others

Demographics

Vietnam E-commerce

Ha Noi and HCM are the most two potential market for E-commerce

By Occupation

36%

19%

13%

9%

8%

8%

6%

3%

0 5 10 15 20 25 30 35 40

Office worker

Student

Engineer/Doctor/Teacher

Factory Worker

Others

Self-emloyed

Housewife

Job seeker/ retired

Demographics

Vietnam E-commerce

The people who have great demand for buying online are office workers

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

50%

65%

51%

53%

0 10 20 30 40 50 60 70

Look for early inspiration and made initialdiscoveries online

Compared choices online

Sought advice online

Prepared online for immediate offlinepurchase

Vietnam E-commerce

User Behavior

How did people first learn of the product they purchased during product research

37%

52%

4%

7%

0 20 40 60

Online via website or app

In a store, shop, showroom

Over the phone

Other

Vietnam E-commerce

User Behavior

Base: Internet Users, n=933

71%

36%

27%

26%

17%

12%

0 20 40 60 80

Search engine

Online search on brand websites

Online research on retailerwebsites

Social networks

Online video sites

Advice sites/reviewsites/forums/blogs

What online sources did people use to make a purchase decision?


Vietnam E-commerce

User Behavior

How did people first hear about the product they bought?

40%

25%

13%

12%

8%

0 10 20 30 40 50

Previous experience

Discussion with other people

Pre-purchase research

Through advertising

Other

Base: Internet user, n=6515

Vietnam E-commerce

User Behavior

61%

39%

39%

30%

29%

23%

19%

0 10 20 30 40 50 60 70

Compared products/ prices/features online

Discover relevant brands online

Looked for opinions/reviews/advice online

Checked where to buy/ productavailability online

Got location/direction online

Checked for/ redeemed offers,coupons or promotion online

Watched relevant video online

Base: Internet Users, n= 5749

How did people use the Internet to help make their purchase decision?

Vietnam E-commerce

User Behavior

The frequency of online shopping

23%

27%

15%

7%

28%25% 26%

9% 9%

32%

22%

27%

22%

4%

24%

0

5

10

15

20

25

30

35

Once/ weekor more

Once/month once/2-3months

once/6months

less thanonce/ 6months

All 18-29 30-39

Vietnam E-commerce

User Behavior

Base: Consumers, Age: 18-39, n=500, location: HCM- HN

Purchased products on EC 46%

39%35%

22% 20% 20%

13%9% 7% 6% 5% 3%

05

101520253035404550


Vietnam E-commerce

User Behavior

Product purchase on EC by age

0

10

20

30

40

50

60

18-29

30-39


Vietnam E-commerce

User Behavior

Product purchase on EC by gender

41%

54%

32%

19% 17%

7%

18%

9%1%

7% 6% 3%

53%

22%

38%

26% 23%

34%

7% 9%14%

6% 4% 3%0

10

20

30

40

50

60

Male Female

Vietnam E-commerce

User Behavior



APPENDIX07

Appendix: Reference Source

1. Internet Users by country 2016, Internet Live Stats, 2016.

2. Vietnam Age Struture, Indexmudi, 20163. Digital 2017: Southest Asia, We are Social, 2017.4. Consumer Barometer, Google,20175. Statista6. Daily Dose: Online video streaming, Nielsen, 20167. Mobile in APAC: 2016 report, Think With Google,

20168. Vietnam E-commerce Report 2016, Q&Me, 20169. Others

CONTACT

NGUYEN XUAN DONG VICE MANAGING DIRECTOR (+84) [email protected]

Singapore Address: 18 Boon Lay Way #05-95 Trade hub 21 Singapore.INDONESIAAddress: Gedung Grand Slipi Tower Level 9G Palmerah, Jakarta Barat.VIETNAM– HA NOI: 99 Me Tri St, Me Tri Ward, Nam Tu Liem Dist, Hanoi.– HO CHI MINH: 133 Duong Ba Trac St, 8 Dist, HCM City.

Website: www.ecomobi.com

Vietnam digital landscape 2017

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