Vietnam Digital Landscape 2015 nhằm cung cấp cho độc giả bức tranh toàn cảnh về Digital Marketing 2015 tại Việt Nam. Vietnam Digital Landscape 2015 được thực hiện dựa trên tổng hợp những nguồn thông tin tin cậy đã được công bố, cũng như những ước tính của Moore Corp, nhằm cung cấp cho độc giả bức tranh toàn cảnh về Digital Marketing tại Việt Nam. Bức tranh tổng thể của Digital Marketing sẽ được phác thảo với 7 nội dung chính về thị trường, người dùng, hành vi, xu hướng về mobile, social, e-commerce,.. và phụ lục về Vietnam Advertising Landscape 2015. Nhóm thực hiện rất hoan nghênh mọi sự góp ý của bạn để báo cáo Vietnam Digital Landscape được hoàn thiện hơn ở những lần sau. Xin cảm ơn.

1. VIETNAM
DIGITAL LANDSCAPE 2015
BY MOORE CORPORATION

2. 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

3. VIETNAM IN GLOBAL CONTEXT
2
01

4. 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%

5. VIETNAM DIGITAL MARKETING
OVERVIEW
4
02

6. 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
fvdvdvhe
llo
Male
Female

7. 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

8. 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 MOBILE
SUBSCRIPTION
Millions 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

9. 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%
Millions
VIETNAM INTERNET USER
The number of user Penetration rate of population-base
44% of Vietnam total population is Internet User

10. 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

11. 10
TIME SPENDING ON DEVICEOVERVIEW
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

12. 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

13. ONLINE POPULATION
DEMOGRAPHIC
12
03

14. 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

15. 14
DEMOGRAPHIC BY GENDER
Base: Urban internet user 15-64, n=5800
43%
57%
VIETNAM INTERNET USER BY GENDER
Man
Woman

16. VIETNAM
INTERNET USER BEHAVIOR
15
04

17. 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 and
computer/tablet equalty
Via smartphone more
often than
computer/tablet
Via computer/tablet
more often than
smartphone
HOW DO PEOPLE GO ONLINE WITH DIFFERENT
DEVICES?

18. MEDIA ACTIVITIESUSER BEHAVIOR
17
DEVICE ACCESS BY TIME OF DAY
0%
5%
10%
15%
20%
25%
30%
35%
40%
Before 9am 9am - Before
12pm
12pm - Before
2pm
2pm - Before
4pm
4pm - Before
6pm
6pm - Before
8pm
8pm - Before
10pm
10pm Onwards
Desktop Laptop/Notebook Mobile Phone Table
8PM-10PM is peak time using Laptop and Mobile Phone
Base: online consumers 16+, n=1026

19. ONLINE ACTIVITIESUSER BEHAVIOR
18
ONLINE ACTIVITIES BY TIME OF DAY
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Before 9am 9am - Before
12pm
12pm - Before
2pm
2pm - Before
4pm
4pm - Before
6pm
6pm - Before
8pm
8pm - Before
10pm
10pm Onwards
Social Media Online News Online Video (+ Internet TV) Online Shopping
Base: online consumers 16+, n=1026

20. ONLINE ACTIVITIESUSER 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

21. ONLINE ACTIVITIESUSER 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

22. ONLINE ACTIVITIESUSER 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

23. ONLINE VIDEO ACTIVITIESUSER 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

24. ONLINE VIDEO ACTIVITIESUSER 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

25. ONLINE VIDEO ACTIVITIESUSER 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

26. ONLINE VIDEO ACTIVITIESUSER 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 video
site/app
A catch-up TV
player
A social network A news or
mahazine
site/app
Another type of
site/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

27. VIETNAM MOBILE
26
05
“Mobile has driven an unprecedented behavioral and
cultural shift, providing utility, information and
connectivity at our fingertips”

28. 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-SMARTPHONE
PERCENTAGE OF SMARTPHONE USER
Base: Mobile User

29. 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
Millions
3G Subscriptions % 3G Subscriptions over total subscriptions

30. 52%
48%
SMARTPHONE USER BY GENDER
MALE
FEMALE
29
MOBILE MOBILE USER
Base: Smartphone User, n=608

31. 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 USER BY AGE

32. 31
MOBILE MOBILE USER
SMARTPHONE USER 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

33. 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)

34. 33
MOBILE MOBILE USER
ONLINEACTIVITIES 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

35. VIETNAM SOCIAL NETWORK
34
06

36. PLATFORMSSOCIAL 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 ACTIVIE PLATFORMS
Facebook and Zing are still the most popular social platforms in Vietnam

37. FANPAGESOCIAL 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

38. FACEBOOKSOCIAL MEDIA
37
FACEBOOK USER 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
Millions
Number of Facebook User is increasing as 22 times over 5 years

39. 38
FACEBOOK USER 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+
Millions
Men Woman
FACEBOOKSOCIAL MEDIA
Facebook User is nominated by Male

40. 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
Millions
Men Woman
FACEBOOKSOCIAL MEDIA
Other

41. VIETNAM E-COMMERCE
40
07

42. REVENUEE - COMMERCE
41
ESTIMATED VIETNAM B2C E-COMMERCE REVENUE 2014
VN Population
2014
% Internet
User
Estimated
online buying
value of one
people 2014
% Internet
User buying
online
Estimated B2C
E-commerce
Revenue 2014
90.73 million
people
39% 145 USD 58% 2.97 billion
USD

43. DEMOGRAPHICE - COMMERCE
42
41%
59%
By Age
Male Female
41%
7%
37%
15%
Officer Business
Ower
Student Other
By Job
Women and people who working as Officer are the main online buyer

44. Base: Internet users | Answering based on a recent purchase, n=3018
USER ACTIVITIESE - COMMERCE
43
INTERNET HELP PEOPLE MAKING PURCHASE DECISION BY
21%
30%
60%
20%
39%
25%
29% 29%
13%
0%
10%
20%
30%
40%
50%
60%
70%

45. USER ACTIVITIESE - COMMERCE
44
ONLINE SOURCE PEOPLE USE TO MAKE PURCHASE DECISION
40%
27%
26%
17%
8%
14%
2%
11% 11%
6%
7%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
On brand
website
On retailes
website
Social
networks
Online
vides site
Brand
pages on
social
networks
site
Advice
sites/
review
sites/
forums/
blogs
Auction or
classifieds
site
Price
comparison
website
Online
magazines/
news sites
Email Other online
information
source
Base: Internet users | Answering based on a recent purchase, n=3428

46. HOW PEOPLE HEAR ABOUT THE PRODUCT THEY PURCHASED
USER ACTIVITIESE - COMMERCE
33%
31%
13% 13%
9%
0%
5%
10%
15%
20%
25%
30%
35%
Previous
experiences
Discussions
with other
people
Pre-purchase
research
Throught
advertising
None of these
45
Base: Internet users | Answering based on a recent purchase (in select categories) researched online

47. HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM
ADVERTISING?
USER ACTIVITIESE - 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 Instore
ads
Khác
46
Base: Internet users | Answering based on a recent purchase | Became aware of product through advertising, n=533

48. APPENDIX
47
08

49. 48
VIETNAM ADVERTISING LANDSCAPEAPPENDIX

50. 49
REFFERENCE SOURCEAPPENDIX
• 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

51. 50
CONTACT
NGUYEN XUAN DONG
Vice Managing Director
098 999 5145
dongnx@moore.vn
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 |