THE MOBILE INTERNET CONSUMER VIETNAM 2013 AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
Mobile internet consumer in Vietnam 2013 (Vserv.mobi)
Oct 21, 2014
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THE MOBILEINTERNET CONSUMER VIETNAM 2013AUDIENCE INSIGHTS ON MOBILE WEB AND APP USERS
Preface
The Mobile Internet Consumer - Vietnam 2013 report produced by MMA & Vserv.mobi addresses the audience insights of the growing mobile internet user base in Vietnam.This report focuses on profiling the mobile web & app users, their purchasing power,lifestyle and consumption pattern.The findings and insights are drawn from a survey conducted in the six key countries - Indonesia, Malaysia, Philippines, Singapore,Thailand and Vietnam.
The Mobile Internet Consumer report is designed for media planners & brandadvertisers. It will also help app developers, content providers, OEMs & telecom service providers in understanding the evolving mobile consumer. It is created with the objective to help brands plan their media strategy for reaching the righttarget audience through Mobile Web & Apps. The Mobile Internet Consumerreport is available for India, Southeast Asia, Middle East & Africa and Latin America.
DEMOGRAPHICS
3THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |
SEA AVERAGE
19 %
28 %
32 %
21 %
Age
Less than 18 yrs
18-24 yrs
25-35 yrs
more than 35 yrs
18%
27%28%28% Vietnam has highest
proportion of less than 18 year old mobile internet users across SEA
Gender
Nearly 3 out of 4 mobileinternet users in Vietnamare men, highest ratio across SEA
37%FemaleMale
72% 28%
63 %* 37 %*
*SEA AVERAGE 4THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |
Education32% |
34% |
21% |
14% |Uneducated
Schooling upto 12 yrs
Diploma / Undergraduate
Graduate / Post Graduate
14% of mobile internet users in Vietnam areilliterates, highest in SEA
5THE MOBILE INTERNET CONSUMER - VIETNAM 2013 | *SEA AVERAGE
36 %*
27 %*
27 %*
10 %*
Occupation
1/3rd of mobile internet users in Vietnam are students6%
Currently not working /Retired
Student32%34% Full timejob
Housewives2%
12% $Part timejob
Self Employed Professional4%
Business10%
6%*
18%*41%*
4%*
10%*
8%*
13%*
6THE MOBILE INTERNET CONSUMER - VIETNAM 2013 | *SEA AVERAGE
CONSUMPTION PATTERN
Mobile content downloaded in the last month
Game / App Video Music Themes
70%51% 35% 38%
Over 50% of mobile internet users have downloaded a video on their mobile device in the last month
67%* 46%* 38%* 32%*
*SEA AVERAGE 8THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |
*SEA AVERAGE 9THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |
Users love mobile ads that help them... Game / App Video
Ringtone / Song Wallpaper / Screensaver
21% 32%
29%1/3rd of mobile ad viewers stated that a mobilead has helped them to locate something nearby
Download mobile content
Find a good deal on something
Learn about a brand
Locate something nearby
55%*57% |
42%*46% |
27%*33% |
36%*44% |
$
PURCHASING POWER
Product Ownership
Automobiles Payment CardsConsumer DurablesConnected Devices
Highest penetration of automobiles and credit/ debit card among mobile internet users in seen in Vietnam
43% 43% 31%
Computers
51%
Tablets
35%
11THE MOBILE INTERNET CONSUMER - VIETNAM 2013 | *SEA AVERAGE
39%* 29%* 38%* 32%* 23%*
*SEA AVERAGE
Affluent Lifestyle
Shopping Mall / Market
Movie Theatre
Restaurant
Higher proportion of mobile internet users from Vietnam went to a restaurant in the last month
12THE MOBILE INTERNET CONSUMER - VIETNAM 2013 |
58%*58% |
50% | 47%*
45% | 41%*
About the study
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based ona primary survey of over 3000 mobile web & app users. The survey was conductedusing random sampling for natural representation of the target group across 6 keycountries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailandand Vietnam. The overall Southeast Asia averages were weighted as per theregional composition of mobile internet users in each focus country.
To know more about The Mobile Internet Consumer report, please write to us [email protected] or visit vserv.mobi/insights
About the Mobile Marketing Association (MMA)The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.
For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
About the study
The Mobile Internet Consumer report produced by MMA & Vserv.mobi is based ona primary survey of over 3000 mobile web & app users. The survey was conductedusing random sampling for natural representation of the target group across 6 keycountries in Southeast Asia - Indonesia, Malaysia, Philippines, Singapore, Thailandand Vietnam. The overall Southeast Asia averages were weighted as per theregional composition of mobile internet users in each focus country.
To know more about The Mobile Internet Consumer report, please write to us [email protected] or visit vserv.mobi/insights
About the Mobile Marketing Association (MMA)The Mobile Marketing Association (MMA) is the premier global non-profit trade association established to lead the growth of mobile marketing and its associated technologies. The MMA is an action-oriented organization designed to clear obstacles to market development, establish mobile media guidelines and best practices for sustainable growth, and evangelize the use of the mobile channel. The more than 700 member companies, representing nearly fifty countries around the globe, include all members of the mobile media ecosystem. The Mobile Marketing Association’s global headquarters are located in the United States and it has regional chapters including North America (NA), Europe (EUR), Latin American (LATAM) and Asia Pacific (APAC) branches.
For more information, please visit www.mmaglobal.com. For information relating to the MMA’s Mobile Marketing Forum series, please visit www.mobilemarketingforum.com.
About Vserv.mobi
Vserv.mobi is a leading Global Mobile Ad Network with strong presence in emerging markets.Vserv's pioneering technology AppWrapper powers One Click App Monetization for 20,000+ Appsacross platforms. AppWrapper is the World’s Simplest App Monetization - it enables premiumadvertising & innovative pricing models on any app, without coding, in just one click. Vserv’s othergame changing platform, AudiencePro, combines the scale of the Vserv.mobi globalMobile Ad Network with comprehensive user data from TelCos, to revolutionize how advertisers canreach their exact target audience across all mobile platforms. Vserv is the only Ad Network with Appmedia across Smart Phones, Tablets, and Smarter Feature Phones, thus providing advertisersunparalleled reach and engagement. Built on superior technology, the Vserv Marketplace deliversexceptional ROI to advertisers as well as enhanced earnings to developers & publishers.
Visit www.vserv.mobi for more details or follow Vserv.mobi on: @vservmobi
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