slide thông số digital việt nam

Consumer Barometer

Country Report – Vietnam`

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Table of Content
Where to find what

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

-

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Online Video

91-97

Consumer Barometer 2015
Local Report

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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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Consumer Barometer 2015
Local Report

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Executive Summary
1. The Top 3 Trends that define Vietnam

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Consumer Barometer 2015
Local Report

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The 3 Trends in Vietnam

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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Consumer Barometer 2015
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The Online and Multiscreen World
1. Quantify and understand internet usage and attitudes across various devices.

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Where are the consumers? Online!

1.8 out of 10
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Consumer Barometer 2015
Local Report

of the Vietnamese consumers
are online at least once a day

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)

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Vietnam is online

1.Especially consumers under 34 years old are online often
How often do you go online? (%)
Do you go online every day?

18

0.89

3

0.87
0.77
0.54

78

0.54
0.46

0.23
Daily

We ekly

Monthly or less

11%

13%

46%
Y es

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Consumer Barometer 2015
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No

Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone)

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Why do people go online?

1.The consumers go online for personal reasons and to look for information
71% use the internet for personal reasons

Consumers state that the internet is the
first place they look for information

77%
Source: The Connected Consumer Survey 2015

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Consumer Barometer 2015
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*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)

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*


People are even online when they’re watching TV

1.The consumers are online while watching TV
Which devices do people use to go online while watching TV (%)

0.9

36%
0.13

0.09

Use devices to go online while watching TV

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Consumer Barometer 2015
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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

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Vietnam has more screens than ever

1,4
devices pr. person

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Consumer Barometer 2015
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Source: The Connected Consumer Survey 2015

{

1.There are 1,4 devices connected to
the internet pr. person in Vietnam in
2015.

2.This is a 75% growth from 2013

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55% are smartphone users

Which devices do people use?

Tablet

12%

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Consumer Barometer 2015
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Smartphone

Computer

55%

46%

Source: The Connected Consumer Survey 2015
Base: total online and offline population

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How does Vietnam compare?

1.More than half of the consumers under 44 use a smartphone
Which devices do people use?

How does the demographics look?

Smartphone usage rate

0.19

63

0.34
%

0.57

Of the consumers

0.7

in Asia use a
smartphone

0.7 6

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Consumer Barometer 2015
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Source: The Connected Consumer Survey 2015
Base: total online and offline population

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How do people use their smartphone?

What online act ivit ies do people do on t heir smart phones at least weekly?

0.43
0.13
0.23
6%
0.54
0.28
0.23
0.59
0.56

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Consumer Barometer 2015
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Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone)

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Search is mobile

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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Consumer Barometer 2015
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Source: The Connected Consumer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone)

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The Smart Shopper
1. Focuses on the consumer purchase journey and the role of the Internet in making purchase decisions.

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Consumer Barometer 2015
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3 out of 4 go online when researching products
Did people do any online or offline research prior to their recent purchase?

0.91

5%

0.73

are researching
online only

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

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In which industries are consumers researching online?

Car Insurances

Cinema Tickets

Groceries

Ground Travels

Clothing & Footwear

Hair Care

Do it yourself

Flight Tickets

Home appliances

Home Furnishings

Source: The Consumer Barometer Survey 2015

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Consumer Barometer 2015
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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)

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In which industries are consumers researching online? (continued)

Hotel Stays

Laptops

Personal Loans

Real Estate

Make-up

Mobile Phones

Restaurants

Music

Televisions

Vitamins & OTC Remedies*

* Over-the-counter remedies

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Consumer Barometer 2015
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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)

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How are people researching?
The consumers use the internet to compare choices prior to purchase

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

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

0.66
0.51

0.52

0.5

0.28

36%

70%

Source: The Consumer Barometer Survey 2015

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*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)

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Online advertising and research is essential

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

10%

Previous experience

12%
40%

Ot her people

1.For 37% of the consumers online is the first source of

Research

13%

product awareness during pre-purchase research.

Advertising

25%

Ot her

What specific source informed people who first learned
of their purchased product via product research?

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Consumer Barometer 2015
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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)

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Research leading to a purchase
1. Search engines are essential in the purchase decision

0.11

70

0.12
0.17

%

0.26

Use a search engine to

0.7

get informed before making

0.28

a purchase.

0.36

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Consumer Barometer 2015
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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)

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Smartphones and product research

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

Under 25 years

44%

25-34 years

47%

45%

35-44 years

45-54 years

32%

35%

55 and over

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Consumer Barometer 2015
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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

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Smartphone users are online users

1.Smartphone users are more likely to purchase or research products online
Do you research or purchase online?

0.78

0.65

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Consumer Barometer 2015
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1.

Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in
select categories)

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How are smartphones used for online research?

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

0.47

0.43
0.42

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Consumer Barometer 2015
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0.42

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

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