Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Vietnamese social media behavior 2016

The latest survey with regard to the social media usage and add effectiveness in Vietnam.

Vietnamese social media behavior 2016

  1. 1. Asia Plus Inc. Survey about Vietnamese social media
  2. 2. Vietnamese social media usage
  3. 3. 3 The gap between brands and consumers TV, 91 Internet (PC), 134 Internet (Mobile), 103 Others, 56 Vietnamese average media consumption (min) Worldwide Vietnam Digital spend % in ad cost Digital Others 27% 5-10% Source: Asia Plus Source: Asia Plus, eMarketer
  4. 4. Device type to access internet 77% 50% 33% 26% 64% 13% 8% 6% Smartphone Note PC Desktop PC Tablet Device to access Device to access most 64% replies smartphone is the tools to access to the internet most Q. Please choose all the devices that you use to access to internet personally / Please choose the device that you use the most to access to internet personally.
  5. 5. Social services in use 89% 72% 39% 32% 30% 26% 25% 24% 18% 13% 11% 10% 8% 12% 19% 23% 21% 20% 19% 17% 20% 11% 9% 12% Installed but not used In use Facebook and Zalo are the two applications that are used frequently Q. What of the following social media are you currently using?
  6. 6. Motivations to use social network services 61% 40% 40% 29% 26% 18% 11% 11% 9% 4% 3% 1% Social network services are used for the information catch up of their networks, as well as receiving news Q. What are the main reasons that you use social network (up to 3)
  7. 7. Vietnamese “likes” 48 brand page in average 44% 35% 32% 32% 30% 27% 17% Receive latest product information Receive event information I simply like the brand Give-aways / Lucky draw opportuities Discounts / Coupon opportunities Receive useful tips Receive company information Reasons of “likes” on brand pages Q. How many corporate page on Facebook do you “like”? What are the triggers that you like/follow a brand page on Facebook? (those who likes only)
  8. 8. Vietnamese “likes” 48 brand page in average 17% 27% 37% 38% 48% Through campaign Facebook ads Search on Facebook Visit brand page directly Like or share from my friends Trigger to “like” the page Q. How many corporate page on Facebook do you “like”? What are the triggers that you like/follow a brand page on Facebook? (those who likes only)
  9. 9. Social Contents to follow 10% 15% 15% 19% 27% 21% 20% 18% 21% 22% 29% 27% 31% 26% 30% 19% 19% 20% 17% 12% 21% 20% 17% 17% 9% 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Favorite contents type 10% 8% 8% 20% 19% 23% 26% 39% 36% 3.00 3.05 3.10 3.15 3.20 3.25 3.30 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Favorite contents type
  10. 10. Experiences of removing “likes” and its trigger 41% 39% 39% 23% 12% 7% Posts are different from my interests Post of low-qualities Too much commercial factors Pots frequency are very few When i feel interactions are with separate profiles Post have very few likes Reasons for the removals Q. Have you ever removed your "like" of corporate FB page? / What are the reasons that you removed "like"? 19% 56% 19% 6% Experiences of removing “likes” from brands I often do that I sometimes do that I have done it a few times I have never done it 75% removes “likes” on brand when they are not satisfied with the contents or quality
  11. 11. Ads effectiveness over social network
  12. 12. Trusted information source Family 66% Friends 56% TV Program 32% TVCF 29% TVCF 19% Internet Ad 13% Q. Please choose the media that you find it more trustworthy when an ad appears (total of 4&5 by 5 rating)
  13. 13. Family recommen dation Friends / Relatives recommen dation TV program TVCF Store staff recommen dation Newspape r Website của nhãn hàng Outdoor billboard Youtube Internet / Facebook ad 5 42% 26% 15% 11% 12% 11% 16% 9% 8% 5% 4 24% 30% 17% 18% 17% 16% 12% 11% 11% 8% 3 14% 21% 31% 32% 29% 33% 28% 33% 28% 27% 2 12% 15% 22% 23% 26% 25% 23% 28% 33% 36% 1 8% 8% 15% 16% 16% 15% 20% 19% 20% 24% MOS 3.8 3.5 2.9 2.9 2.8 2.8 2.8 2.6 2.5 2.4 0.0 0.5 1.0 1.5 2.0 2.5 3.0 3.5 4.0 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q. Please choose the media that you find it more trustworthy when an ad appears (5 = most trustworthy) Trusted information source (Detail)
  14. 14. Advertisement effectiveness 57% 43% Clicked ad in last 7 days? 41% 59% Purchased after clicking net ad? Have you clicked any of internet or facebook ads in past 7 days? Have you purchased something after looking at internet ads in last 3 month?
  15. 15. Facebook ads effectiveness (click experiences) 37% 34% 29% 28% 27% 22% 14% 13% 13% Interested in products As it looks impressive As it has good promotion By mistake As it looks funny Forced to see it to view the contents I want As I like the brand As I like the celebrity As I could earn money by doing this Reasons of clicks Q. Have you clicked any of internet or facebook ads in past 7 days? Please choose a reason why you clicked on the ad? (only those who clicks) 57% 23% 18% Experiences of clicking the ads (in last 7 days) Yes No I do not remember 57% has clicked the ads on Facebook
  16. 16. Facebook ads effectiveness (Purchase experiences) 50% 37% 27% 21% 20% 16% 14% 13% 11% 11% 8% 3% Fashion (clothes, shoes,… IT / Mobile phones Cosmetics Food and beverages Kitchen / home appliances Books Supplement / Functional foods Sport goods Ticketing (air / transportation /… Music / Video (Blu-ray, DVD) SPA / Beauty services Others Items to buy Q. Have you purchased something after looking at internet ads in last 3 month? / What are the categories that you have purchased? (only those who purchased) 41% 51% 8% Experiences in purchases after looking at ads Yes No I do not remember 41% has purchased items by looking at the ads
  17. 17. Reactions to video ads Q. About video ads, how long would you prefer watching a video ad on social media? Which statement is applicable to you when the ad pops up when you browse Youtube? 62% 21% 7% 2% 1% 6% Durations to watch ads 1 - 15 seconds 16 - 30 seconds 31 - 60 seconds 1 - 2 minutes More than 2 minutes Duration does not matter 18% 48% 19% 10% 4% Close the browser See minimum duration then click "skip" See minimum duration but have seen the entire ad if content was good See entire ads but skips when content is boring See the entire ads Usual actions when ads are on video Consumers watch the video ads at minimum and tends to skip.
  18. 18. Types of ads to click Good promotion / discount Product / services match my interest Impressiv e Fun Ad of the famous brand Ad with good sound Ad with celebrities Ad that I had recognize d Ad with big "click" icon Ad made from video Ad that are repeated often 5 32% 34% 26% 22% 19% 20% 20% 9% 8% 9% 7% 4 20% 17% 20% 20% 21% 17% 15% 9% 9% 7% 8% 3 25% 26% 29% 30% 28% 30% 29% 27% 28% 25% 19% 2 14% 14% 16% 16% 20% 20% 21% 24% 21% 27% 19% 1 10% 11% 9% 12% 13% 14% 15% 31% 34% 32% 48% MOS 3.51 3.49 3.38 3.26 3.13 3.09 3.04 2.42 2.35 2.34 2.06 0.00 0.50 1.00 1.50 2.00 2.50 3.00 3.50 4.00 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q. Please rate your willingness to click, in case that the ads are following (1 - unlikely to click, 5 - likely to click)
  19. 19. Channels to click the ads 49% 31% 18% 17% 17% 16% 4% 8% 11% Facebook Youtube Other internet site On mobile applications Other video site Other social media Others Do not remember I do not click ads Facebook is dominant while Youtube comes on 2nd. Q. Which channels would you be likely to click the ads?
  20. 20. Behaviors after looking at ads on internet / social media Visit the brand site Install the app Purchased the product / services Attended the campaign Talked about the ad with friends "Shared" the ads "Linked" the ads Often do 13% 10% 9% 10% 9% 8% 7% Several times 27% 25% 23% 21% 19% 22% 19% At least once 36% 34% 33% 34% 32% 28% 30% Never done it 25% 32% 35% 35% 40% 43% 45% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q. Please choose the media that you find it more trustworthy when an ad appears (5 = most trustworthy)
  21. 21. Yes, 81% No, 14% I do not remember, 5% Have you been irritated with the net ad? Advertisement irritation Q. Have you ever felt irriatated with internet ad?
  22. 22. Advertisement irritation 47% 13% 11% 9% 8% 3% 3% 1% 10% Pops up when I'm watching TV/reading news/working Holidays I'm not interested in the product in the ad The ad repeats too many times The ad is promoting some products The ad contains sexual images The ad is boring/not interested The ad is too long Others Occasions when feeling irritated with ads Q. Please share us what kind of occasion was that when you felt irritated.
  23. 23. Attitudes toward internet / Facebook ads I hate to see the ads that slows down my browser I tend to close when the ad pops-up automatica lly I hate the ad that blocks my browsing video or contens There are too many ads on internet There are too many ads on Facebook I feel irritated with too many internet ads I am willing to click if the content looks something that I am interested I have brands that I like less after following their Facebook posts / ads I have brands that I like better after following their Facebook posts / ads I have or plan to install ad blocker to my device Agree 61% 60% 62% 56% 52% 50% 43% 30% 30% 38% Agree a little 17% 20% 14% 17% 24% 24% 32% 38% 38% 25% Disagree a little 13% 13% 16% 15% 16% 16% 14% 23% 21% 16% Disagree 9% 7% 9% 12% 9% 10% 12% 9% 11% 21% MOS 3.31 3.33 3.29 3.17 3.18 3.14 3.05 2.89 2.86 2.80 2.50 2.60 2.70 2.80 2.90 3.00 3.10 3.20 3.30 3.40 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q. Please choose what is applicable to your opinion about Internet/ Facebook ads?
  24. 24. Customer profile
  25. 25. Respondent profiles • 500 respondents in Vietnam (HCM and Hanoi) • 18-49 years old • Male / Female • Conducted on July, 2016 Male, 51% Female, 49% Gender 23% 59% 18% -19 20-29 30-49 Age
  26. 26. Q&Me – About Online Market Research Services
  27. 27. Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/3 of the competitor pricing
  28. 28. Respondent profiles Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research 17% 8% 8% 8% 8% 8% 7% 7% 7% 22% 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% <9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50- Stats Q&Me Active users by age Urban user ratio (top 6 provinces) 22% 51% 78% 49% Stats Q&Me Top 6 provinces Others
  29. 29. Contact Us URL: https://qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam Tel. +84 839 100 043

×