Báo cáo hành vi khách hàng sử dụng internet Việt Nam năm 2015

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Consumer
Barometer
Country Report – Vietnam
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Table of Content
Where to find what
Consumer Barometer 2015
Local Report
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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
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Consumer 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 Summary
The Top 3 Trends that define Vietnam
Consumer Barometer 2015
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The 3 Trends in Vietnam
Consumer Barometer 2015
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The future is mobile
The 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 shopper
Many 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 views
More 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 World
Quantify and understand internet usage and attitudes across
various devices.
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Where are the consumers? Online!
Consumer Barometer 2015
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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
18
3
Daily Weekly Monthly or less
Vietnam is online
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Especially consumers under 34 years old are online often
Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone)
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?
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The consumers go online for personal reasons and to look for information
Source: The Connected Consumer Survey 2015
*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.
Base: Internet users (accessing via computer tablet or smartphone)
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
Consumer Barometer 2015
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The consumers are online while watching TV

Source: The Connected Consumer Survey 2015
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
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There are 1,4 devices
connected to the internet
pr. person in Vietnam in
2015.
This is a 75% growth
from 2013
Source: The Connected Consumer Survey 2015
1,4
devices pr. person
{
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55% are smartphone users
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Source: 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?
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Source: The Connected Consumer Survey 2015
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?
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Source: The Connected Consumer Survey 2015
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
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6 out of 10 are
using search
engines
via smartphones at
least weekly
…making it crucial for businesses to think mobile.
Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone)
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The Smart Shopper
Focuses on the consumer purchase journey and the role of the
Internet in making purchase decisions.
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3 out of 4 go online when researching products
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Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone)
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?
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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)

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* Over-the-counter remedies
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)
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?
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Source: The Consumer Barometer Survey 2015
*found where to buy/found location/made contact
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
51%
66%
50%
52%
Looked for early
inspiration
Compared choices

online
Sought advice
online
Prepared for
immediate
purchase*
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%
Brand
websites
Retailer
websites
Search
Engine
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Online advertising and research is essential
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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?
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
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Research leading to a purchase
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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
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
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Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online
Smartphones and product research
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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
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Smartphone users are more likely to purchase or research products online
1. Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
78%
65%
Smartphone Users Smartphone Non-Users
Do you research or purchase online?
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How are smartphones used for online research?
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In which part(s) of the purchase process did people use a smartphone?
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories) |
Researched online on a smartphone
42%
43%

47%
42%
Looked for early inspiration Compared choices online Sought advice online Prepared for immediate
purchase