VIETNAM - amp-vn.com...ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014 70% total online advertising revenue in Vietnam belongs to Google and Facebook 42% 27% 11% 8% 5% 3% 4%
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VIETNAMDIGITALLANDSCAPEQ3/2015
BYMOORECORPORATION
TABLEOFCONTENT
3
4-9
10-16
23-31
32-36
VIETNAMINAGLOBALCONTEXT
VIETNAMDIGITALMARKETOVERVIEW
VIETNAMINTERNETUSERBEHAVIOR
VIETNAMMOBILE
VIETNAMSOCIALNETWORK
VIETNAME-COMMERCE37-44
17-22 VIETNAMONLINEVIDEO
VIETNAMINGLOBALCONTEXT01
3
InAsia:InternetUsers:7thDigitalAccessIndex:0.31SmartphoneUsers:15th
Intheworld:Population:14th
GDPGrowthRate:2nd
InternetPenetrationRate:48%
4
02 VIETNAMDIGITALMARKETOVERVIEW
5
INTERNETUSERS
0.3%4.0%
13.0%17.6%
21.0%24.5%
26.5%30.8%
34.8%39.3% 40.2%
43.8%47.8%
0%
10%
20%
30%
40%
50%
60%
2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
Withsignificantgrowthoveryears,in2015InternetUsersaccountfor48%VietnamTotalPopulation
PERCENTAGEOFINTERNETUSEROVERPOPULATION
Source:AccumulatedbyMoore,2015Base:TotalPopulation
Besides the sharp increasing of InternetUser,Mobile 3G remarkedwithmeaninggrowthin2015comparedwith2005.Mobilenowhasmorepowerthanever.
6
CHANGESFROM2005TO2015
82.4
12.9
0
92.0
43.9
29.3
0
10
20
30
40
50
60
70
80
90
100
POPULATION INTERNETUSERS MOBILE3G
Millions
VIETNAMCHANGESFROM2005TO2015
2005
2015
Source:AccumulatedbyMoore,2015
4% 5%
36%44%
93%
8%12%
55%
46%
93%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
InternetTV Tablet Smartphone Computer MobilePhone
“Movingscreen”suchasSmartphoneandTabletprovethehighlightexpansionfromyeartoyear,inwhichremarkablychangepeople’sbehaviorinMediaconsumption.
Source:Google,2015Base:TotalPopulation
7
2014 2015
52%
140%100%
DEVICEPEOPLEUSE
DEVICE USED IN 2014 AND 2015
5.55.1
6.3
5.2 5.2
3.9
4.7
4.13.7
3.3 3.22.7 2.6
2.3
0
1
2
3
4
5
6
7
Thailand Malaysia Philippines Indonesia Vietnam China Singapore
PC-TSOI Mobile-TSOI
8
TIMESPENDINGONINTERNET(TSOI)
Source:GlobalWebIndex,Q4.2014
Ataverage,VietnamInternetUserspendsabout5.2honPCand2.7honMobile
ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014
70%totalonlineadvertisingrevenueinVietnambelongstoGoogleandFacebook
42%
27%
11%
8%
5%3% 4%
Facebook Google Admicro FPT 24H VNG Other
Source:MooreEstimation20149
ADVERTISINGREVENUE
10
03 VIETNAMINTERNETUSERSBEHAVIOR
ONLINEACTIVITIES
ONLINEACTIVITIESOF18-24YEAROLDUSERS
YoungPeople(18–24)spendmostoftimeonconnecting,entertainingorlearningsomethingnew.Moreover,theyjoininonlineactivitiesmainlybytheirsmartphone.
Source:Google,2015Base:VietnamInternetUser
11
50%
48%
46%
41%
27%
25%
16%
3%
76%
68%
69%
60%
46%
28%
31%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Socialnetworks
Onlinevideos
Searchengines
Listentomusic
Onlinegames
Checkemail
Lookforproductinformation
Purchaseproducts
Smartphone Computer
48%
47%
46%
36%
30%
23%
22%
2%
72%
65%
63%
46%
32%
26%
31%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Socialnetworks
Searchengines
Onlinevideos
Listentomusic
Checkemail
LookforproductinformaNon
Onlinegames
Purchaseproducts
Smartphone Computer
ONLINEACTIVITIESOF25-34YEAROLDUSERS
SocialNetworkstillbethemainplatformInternetUserjumpinbesidesSearchandOnlineVideo.Smartphoneseemsbeingtheir“musthavescreen”
Source:Google,2015Base:VietnamInternetUser
12
ONLINEACTIVITIES
ONLINEACTIVITIESOF35-44YEAROLDUSERS
Source:Google,2015Base:VietnamInternetUser
13
51%
50%
46%
35%
24%
18%
16%
3%
59%
50%
54%
38%
20%
21%
18%
4%
0% 10% 20% 30% 40% 50% 60% 70%
Searchengines
Socialnetworks
Onlinevideos
Listentomusic
Checkemail
Lookforproductinformation
Onlinegames
Purchaseproducts
Smartphone Computer
ONLINEACTIVITIES
InternetUserat35-44yearsoldspendonlinetimethemostonSearchEngines,besidesSocialNetworkandOnlineVideo,especiallyviatheirsmartphone.
ONLINEACTIVITIESOF45-54YEAROLDUSERS
Source:Google,2015Base:VietnamInternetUser
14
35%
33%
23%
19%
12%
11%
8%
3%
29%
34%
37%
28%
16%
7%
12%
4%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Searchengines
Onlinevideos
Socialnetworks
Listentomusic
LookforproductinformaNon
Checkemail
Onlinegames
Puchaseproducts
Smartphone Computer
ONLINEACTIVITIES
Amongdigitallateadoptergeneration(45–54),theyusecomputertoaccesstotheInternetmoreoftenthansmartphone.Butsmartphonestillbethemaindeviceinsomeactivities,
especiallyVisitingSocialNetwork
MEDIAACTIVITIES
DEVICEACCESSBYTIMEOFDAY
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 Tablet
“PrimeTime”foradvertisingis8PM-10PM-thepeaktimeforusingLaptopandMobilePhone
Source:Nielsen,201415
ONLINEACTIVITIESBYTIMEOFDAY
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
Source:Nielsen,201416
MEDIAACTIVITIES
“PrimeTime”foradvertisingis8PM-10PM-thepeaktimeforjumpinginSocialMedia,OnlineVideo,evenOnlineShopping
17
03 VIETNAMONLINEVIDEO
ONLINEVIDEOACTIVITIES
POPULARSOURCEOFONLINEVIDEO(INPAST12MONTHS)(NotincludeonFacebook)
18
4%
5%
18%
24%
37%
38%
40%
60%
90%
0% 20% 40% 60% 80% 100%
nhaccuatui.com
vnexpress.net
soha.vn
vietnamnet.vn
clip.vn
kenh14.vn
dantri.com.vn
24h.com.vn
YouTube
Source: Nielsen, 2014 Base:VietnamInternetUserwhowatchedonlinevideo
In2015,dantri,kenh14andclip.vndominatedasmainplatformbesidesYoutubeinwhichpeopleconsumeOnlineVideo
ONLINEVIDEOACTIVITIES
FREQUENCYOFONLINEVIDEOWATHCHED
19Source:Google,2015.Base:VietnamInternetUserwhowatchedonlinevideo
3%
8%
10%
36%
42%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Lessthanonceamonth
Never
Monthly
Weekly
Daily
InternetUserbehaviorisnowchangingsharply.TheyusuallywatchonlinevideoinsteadofTVmorethaneverbefore
ONLINEVIDEOACTIVITIES
FREQUENCYOFONLINEVIDEOWATHCHEDINDETAIL
20Source:Nielsen,2014
27
38
1712
04
60
26
94 2 1
0
10
20
30
40
50
60
70
Daily Weekly Monthly Inpast12month
Notinpast12month
Neverdone
DownloadingVideo StreamingVideo
StreamingVideotendtobedominatedthanDownloadingVideo
ONLINEVIDEOACTIVITIES
ONLINEVIDEOWATCHED’SMOTIVATION
21Source:Nielsen,2014Base:VietnamInternetUserwhowatchedonlinevideo
19%
22%
26%
46%
65%
67%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Tofindoutsomethingnew
Tofeelconnectedwithpeople
Tostayuptodate
Tolearnsomethingnew
Tobeentertained/inspired
Torelax/escape
ONLINEVIDEOACTIVITIES
ONLINEVIDEOWATCHEDDURINGDAYTIME
22Source:Nielsen,2014Base:VietnamInternetUserwhowatchedonlinevideo
15%12% 14%
43%
8%5%
11%
62%
0%
10%
20%
30%
40%
50%
60%
70%
Inthemorning Duringlunchtime Intheafternoon Intheevening
Weekday Weekend
AlmostInternetUsers(62%)watchonlinevideointheevening
23
05 VIETNAM MOBILE
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 SUBSCRIPTION
Số thuê bao 3G 3G trên tổng thuê bao di động
3GSUBSCRIPTIONMillions
3GSubscriptions %3GSubscriptionsovertotalsubscriptions
24Source:AccumulatedbyMoore,2015
VIETNAM SMARTPHONE MARKET
25Source: Nielsen, 2014
57%
43%
Smartphone FeaturePhone
SMARTPHONE & FEATURE PHONE
64%
19%
9%3% 2%
Android
IOS
Window8
Window7
Other
SMARTPHONE OPERATION SYSTEM
Withinsmartphoneoperationsystem,Androidissurpassing.IOStakesin2nd.
SMARTPHONE USER DEMOGRAPHIC
Source:Nielsen,2014;VSERV,2013
76%
70%
57%
34%
19%
0% 20% 40% 60% 80%
Under25
25-34
35-44
45-54
55andover
SMARTPHONE USERS BY AGE
26
52% 48% MALE
FEMALE
SMARTPHONE USERS BY GENDER
VietnamSmartphoneUserisdominatedbyearlydigitaladoptergeneration(<35yearsold)
6%
13%
23%
23%
28%
43%
54%
56%
59%
0% 10% 20% 30% 40% 50% 60% 70%
PurchaseProducts/services
MapsandDirections
ProductInformationSearching
CheckEmail
PlayGame
ListentoMusic
WatchOnlineVideo
UseSearchEngine
VisitSocialNetwork
SMARTPHONE USER ACTIVITIES
ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly)
Source:Google,2015Base:InternetUserwhohavesmartphone
27
28
SMARTPHONE USER ACTIVITIES
44%
OfsimultaneoususeislookingatRELATEDcontent
56%Ofsimultaneoususeislookingat
UNREATEDcontent
Source: Millward Brown, 2014
WhilewatchingTV,peoplestillusetheir“secondscreen”tobrowseforbothrelatedandunrelatedcontent
29
MOBILE’SSHAREOFWEBTRAFFIC
Source:GlobalWebIndex,2014
50%
36% 35% 34%
21% 21% 20%
0%
10%
20%
30%
40%
50%
60%
Indonesia Thailand Malaysia Singapore Philippines China Vietnam
Mobile'sshareofwebsitetraffic
VIETNAMOTTOVERVIEW
30
3229
23
12
4.5
0
5
10
15
20
25
30
35
Zalo FBMessenger Viber Line WhatApps
NumberofOTTusersinVietnam
Source:AccordingtoOTTVendors,MooreEstimation,2015
ZaloinQ3/2015surpassesFacebookMessengerinnumberofUser
VIETNAMTOPOTTPLATFORMS
31
8%
71%
20%
1%ZalobyAge
-18
18-34
35-54
55+
50%33%
17%
LinebyAge
16-22
23-27
Others
Source:AccordingtoOTTVendors,2015
32
06 VIETNAM SOCIAL NETWORK
GoMobile
&
AlwaysOn
FACEBOOKUSERS
NUMBEROFFACEBOOKACTIVEUSERS
33
18.8523.16
32
0
10
20
30
40
2013 2014 2015
Millions
14.719.7
29
0
10
20
30
40
2013 2014 2015
Millions
NUMBEROFFACEBOOKACTIVEUSERSONMOBILE
From2013to2015,numberofFacebookActiveUserincreasedaverage23%.Especially,thenumberofUserActiveonMobilegrowthsignificantlyas36%.
It’stimetogomobile.
+40%+30%
Source:Facebook,2015
13-1719%
18-2439%
25-3430%
35-448%
45-654%
FACEBOOKUSERSBYGENDER
34
FACEBOOKUSERSDEMOGRAPHIC
Male46%
Female54%
FACEBOOKUSERSBYAGE
FacebookUserisdominatedbyFemaleandpeoplewhoare18–34yearsolds
Source:Facebook,2015
FACEBOOKASADISCOVERYTOOLS
35
Facebookiswherepeopleturntolearnnewinformation
FACEBOOKUSERSACTIVITIES
52%
55%
56%
58%
Firsthearaboutanewproduct,brandorservice
Firsthearaboutanewmovie,album,book,festivalorshow
Firsthearaboutnewgame
Firsthearbreakingnews
Source:Facebook,2015
36
FACEBOOKUSERSACTIVITIES
Source:Facebook,2015
FacebookisusedmuchmoreoftenthanTV
13-1720%
18-2454%
25-3418%
35-445%
45-653%
37
ALOOKATINSTAGRAM
Source:FacebookandMooreEstimation,2015
InstagramseemsbeingaplatformforFemaleandInternetUserat18-24yearsold
Male35%
Female65%
750,000Users
38
ALOOKATINSTAGRAM
Source:Instagram,2015
ImageAds VideoAds CarouselAds
39
07 VIETNAME-COMMERCE
REVENUE
VIETNAMB2CE-COMMERCEREVENUE2012-2014
40
0.7
2.2
2.97
0
0.5
1
1.5
2
2.5
3
3.5
2012 2013 2014
Billion
sUSD
In2014,revenueoneachuseris145USD/yearandisexpectedincreasein2015
Source:Vecita,2015
ONLINE ITEMS PURCHASED
41
81
19
No Yes
Past 3 months online purchase (including CoD):
85%
Clothing
27% 9% 9%
Fashion accessories
Home appliances
Personal grooming/ cosmetics
products
6%
Food / online delivery
4% 2% 2%
Voucher at restaurant / cafe
Personaldevices
Others
Online items purchased
Source:TNS,2015
ClothingandFashionAccessoriesispurchasedonlinethemost
HOWPEOPLEHEARABOUTTHEPRODUCTTHATTHEYPURCHASED
ONLINECUSTOMERBUYINGPROCESS
Source:Google,2015.Base:VietnamInternetUserwhopurchasedonline42
40%
25%
13% 12%8%
0%5%10%15%20%25%30%35%40%45%
2%
5%
6%
6%
12%
24%
43%
Others
Magazine/
Poster
Instoreads
Tivi
Online
HOWDIDPEOPLEFIRSTHEARABOUTTHEPRODUCT/OFFERFROMADVERTISING?
THEONLINESOURCESPEOPLEUSETOMAKEPURCHASINGDECISIONS
Source:Google,2015.Base:BuyerswhouseInternet43
6%
9%
11%
11%
12%
17%
26%
27%
36%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Brandpagesonsocialnetworkssite
Pricecomparisonwebsite
Onlinemagazines/newssites
Advicesites/reviewsites/forums/blogs
Onlinevideossites
Socialnetworks
Onretailerwebsite
Onbrandwebsite
SearchEngines
PURCHASEACTIVITIES
Peoplethosedayshavemorepowerandmoreinformationthanever.Theyalwaysproactiveinfindingproduct/serviceinformationbeforemakingdecision
Source:Google,2015.Base:BuyerswhouseInternet
PRE-PURCHASEACTIVITIES
INTERNETHELPSPEOPLETOMAKEPURCHASINGDECISIONSBY
44
15%
19%
21%
23%
30%
29%
39%
39%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Madecontact/requestedcontact(with
Watchedrelevantvideosonline
Gotideas/inspirationonline
Lookedfor/redeemedrelevantofftens/
Checkedwheretobuy/productavailability
Gotstorelocations/directionsonline
Discoveredrelevantbrandsonline
Lookedforopinions/reviews/adviceonline
Comparedproducts/prives/featuresonline
Peoplethosedayshavemorepowerandmoreinformationthanever.Theyalwaysproactiveinfindingproduct/serviceinformationbeforemakingdecision
WHATDIDPEOPLEDOONLINEAFTERCOMPLETINGTHEIRPURCHASE?
Source:Google,2015.Base:BuyerswhouseInternet
45
0%
5%
10%
15%
20%
25%
30%
Sharedpurchaseexperienceonsocialnetworks
Postedreviews/ratings Lookedforhelponsetup/usage
PRE-PURCHASEACTIVITIES
They’realsoreadyforsharingtheirexperienceonSocialnetwork
Source:AccumulatedbyMoore.201546
“18%purchaseonline.”
“21%usetheInternettogetideas”
“39%discoveredrelevantbrands.”
“48%researchhoursbeforepurchase.”
“18%lookedforhelponset-up/usageonline.”
15%postedreviews/rating
“61%comparedchoiceonline.”
“39%soughtadviceonline.”
“53%preparedforofflinepurchase.”
28%sharedexperiencesonsocialnetwork
Evaluation
PurchaseEnjoy&Advocate
Consideration
Trigger
INTERNETROLEINONLINECUSTOMERBUYINGPROCESS
NeverthanbeforeInternetproveitssignificantroleincustomerbuyingjourney
REFFERENCESOURCES
• MeetthenewmediaconsumerinVietnam2014,NielsenVietnam,2014• Marketinginamultiscreenworld–Vietnamreport,MillwardBrown,2014• ThemobileinternetconsumerVietnam2013,VSERV.mobi,2013• ConsumerBarometer,Google,2015• Digital,Social&Mobile,WeAreSocial,2013-2015• GeneralStatisticsOfficeofVietnam,2011-2015 • Internet WorldStats, 2015• Emarketer,2015• IDG,2015• GlobalWebIndex,2015• Meetthenewmediacustomer,Nielsen2014• Others
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ABOUTMOORECORPORATION
MooreCorporation–amemberofIREP(thelargestSEMAgencyinJapan),isaDigitalAgencyfocusonPerformanceBasedAdvertinginVietnamWithknowledgeandexperience,MooreCorpconsultsandimplementsDigitalmarketingcampaignbyusingtechnologyandindustryknowledgetomaximizetheeffectivenessofadvertisementcampaignwiththemotto:"Strategicsolution,Effectiveconcentration”TofollowMooremissionforenrichingcommunity'svalue,from2014,MooreCorpisthesoleAgencyprocessSeriesofDigitalActivitiesReportandVietnamDigitalLandscapewhichisfreepublishedandsharedforClients,PartnerandDigitalCommunityFindmoreaboutusandourworkat:www.moore.vn
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., Thanh Xuan Dist., Ha Noi HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |
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