VIETNAM DIGITAL LANDSCAPE 2017
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VIETNAM DIGITAL LANDSCAPE 2017
TABLE OF CONTENT
1
5
2
3
4
6
Vietnam Digital Market Overview
Online Population Demographic
Vietnam Internet User Behavior
Vietnam Mobile
Vietnam Social Network
Vietnam E-commerce
7 Appendix
1
5
2
3
4
6
7
Vietnam Digital Market Overview
VIETNAM DIGITAL MARKET OVERVIEW01
Internet user 2016: 49 millionsPenetration: 52% of populationRanking: 13th
User 1-year change: 3,3%
VN in global context
Overview: Vietnam Population
Total population
By gender
49% 51%
By region
31%69%
94,93 millions
Overview: Vietnam Population
23.84%
16.69%
45.22%
8.24%
6.01%
0 20 40 60
0-14
15-24
25-54
55-64
65+
Vietnam population Struture by Age
These generations (15-54) are main target audiences of Digital Marketing
44.348.2
52.155.8
59.362.6
0
10
20
30
40
50
60
70
2015 2016 2017 2018 2019 2020
Number of internet users in Vietnam from 2025 to 2021 in millions
Overview: Vietnam Internet Users
41.8146.76
51.4255.54
59.0461.91 64.24 66.1
0
10
20
30
40
50
60
70
2014 2015 2016 2017 2018 2019 2020 2021
Number of mobile phone Internet users in Vietnam from 2014 to 2021 in millions
Overview: Vietnam Internet Users
Which devices do people use?
98%
72%
44%
14%
0
10
20
30
40
50
60
70
80
90
100
Mobile phone Smartphone Computer Tablet
Overview: Vietnam Internet Users
Vietnam Digital Market Overview
ONLINE POPULATION DEMOGRAPHIC02
Online population demographic
96
86
75
59
52
4
14
25
41
48
Under 25
25-34
35-44
45-54
55+
Yes No
Percentage of Vietnamese who use Internet for personal purpose by age
Base: Online and Offline population, n= 256
Percentage of Vietnamese who use Internet for personal purpose by Gender
82% 73%
Online population demographic
Base: Online and Offline population, n= 492
Vietnam Digital Market Overview
VIETNAM INTERNET USERBEHAVIOR03
Percentage of devices used to online
55%
30%
14%
0 10 20 30 40 50 60
More often via smartphone thancomputer/table
Equally via smartphone &computer/ tablet
More often via computer/ tabletthan smartphone
Base: Internet users, n=765
Vietnam Internet User Behavior
Vietnam users tend to use smartphone to go online more than computer or table, which is called as “mobile trend”
Vietnam Internet User Behavior
87%
79%
77%
73%
72%
44%
41
49
8%
11%
10%
17%
19%
15%
15
11
0 50 100
Read newspaper
Access e-mail
Participate in forum, social networks
Entertainment
Research/ study
Play game
Search for information of goods…
Others
Weekly Daily
Base: Internet User, n=967
Most popular online activities in Vietnam in 2015
Vietnam Internet User Behavior
87%
73%
78%
77%
65%
52%
42%
50%
6%
13%
10%
14%
18%
12%
14%
8%
0 50 100
Read newspaper
Access e-mail
Participate in forum, social networks
Entertainment
Research/ study
Play game
Search for information of goods and…
Others
Weekly Daily
Most popular mobile Internet activities in Vietnam in 2015
Base: Internet User, n=967
Weekly access of online video 2015
92%85%
81%76% 74%
62%
0
10
20
30
40
50
60
70
80
90
100
Viet Nam Phillippines Indonesia Thailand Malaysia Singapore
Series 1 Column1 Column2
Overview: Vietnam Internet Users
Frequency of watching online video
52%
36%
8%3% 2%
0
10
20
30
40
50
60
Every day Every week Every month Less than oncea month
Never watchonline video
Vietnam Internet User Behavior
Online video access by device in 2015
62%58%
18%
12%
2%0
10
20
30
40
50
60
70
Smartphone PC Tablet Smart TV TV box
Vietnam Internet User Behavior
Type of video- on- demand watched in 2015
97%90% 89% 87% 84% 83% 82% 81% 80% 79% 77%
26%
0
20
40
60
80
100
120
Vietnam Internet User BehaviorAnd comes the new trend, Video-on-demand…
90%
56% 54%48% 45% 44% 42% 39% 37%
0102030405060708090
100
Vietnam Internet User Behavior
Type of video-on-demand watched in 2016
On Average (via any device)
2h33m
Vietnam Internet User Behavior
Daily time spent on device
6h53mVia PC or Tablet
2h39m
Estimated digital advertising revenue in VN 2017
The largest segment of the market is “search advertising” with an estimated market volume of
33 millions USD
Revenue in digital advertising in vietnam
amounts to 76 millions USD in 2017
Vietnam Digital Market Overview
VIETNAM MOBILE 05
Mobile connections by type
Total number of mobile connections
Mobile connections as a percentage of total population
Percentage of mobile connections that are pre-paid
Percentage of mobile connection that are post-paid
Percentage of mobile connections that are broadband (3G&4G)
Vietnam mobile
124,7 millions
131 %
89%
11%
30%
Number of smartphone users in VN from 2015 to 2021 (in millions)
20.6
24.6
28.5
32
37.840
0
5
10
15
20
25
30
35
40
45
2015 2016 2017 2018 2019 2020
Vietnam mobile
Online activities on smartphone
What online activities do people do on their smartphones at least weekly?
78%
77%
69%
53%
37%
21%
20%
7%
0 20 40 60 80 100
Visit social networks
Watch online videos
Use Search engines
Listen to music
Play games
Look for product information
Check mail
Look up maps and directions
Base: Internet user, n=765
Vietnam mobile
Vietnam mobile
Average daily time spent on mobile apps by smartphone users in 2016 in minutes
72
69
68
59
51
45
0 10 20 30 40 50 60 70 80
Philippines
Indonesia
Thailand
Malaysia
Vietnam
China
Top 3 app categories used daily
Social networking 94%
Messaging/ communications: 61%
Search 77%
Vietnam mobile
1/
2/
3/
Vietnam mobile
Time spent on daily used apps
Vietnam Digital Market Overview
VIETNAM SOCIAL NETWORK05
Top active social platforms
51%
51%
37%
32%
30%
22%
22%
21%
18%
14%
13%
12%
0 10 20 30 40 50 60
Youtube
Facebook Messenger
Google+
Zalo
Insta
Skype
Viber
Line
Vietnam Social Network
3.6
7.56.9
2.6
0.90.4 0.1
3.6
7.8 8
2.9
10.4 0.2
0
1
2
3
4
5
6
7
8
9
13-17 18-24 25-34 35-44 45-54 55-64 65+
Female Male
Facebook user profile by age and gender
Vietnam Social NetworkAge Total Female Male
Total 46,000,000 48% 52%
13-17 7,200,000 8% 8%
18-24 15,290,000 16% 17%
25-34 14,960,000 16% 17%
35-44 5,430,000 6% 6%
45-54 1,940,000 2% 2%
55-64 770,000 1% 1%
65+ 320,000 0 0
Vietnam Digital Market Overview
VIETNAM E-COMMERCE 06
43%
24%
12%
6%
6%
0 10 20 30 40 50
Online
Television
Instore Ads
Magazine/ Newspaper
Poster
Base: Internet users, n=949
Advertising channels that people first learned of their purchased product
Vietnam E-commerce
Estimated Revenue in 2017: 2,187 millions USD
Estimated User penetration: 50,5%
Estimated Average revenue per user (ARPU): 61.74 USD
Total value of national E-commerce market in 2016: 1,8 billions USD
Vietnam E-commerce Estimation 2017
Demographics
By Age
3%
34%
30%
18%
15%
0 10 20 30 40
Under 18
18-25
26-30
30-35
35+
By gender
Vietnam E-commerce
36% 64%
By location
38%
17%
3%
3%
1%
39%
0 10 20 30 40 50
HCM
Ha Noi
Can Tho
Da Nang
Hai Phong
Others
Demographics
Vietnam E-commerce
Ha Noi and HCM are the most two potential market for E-commerce
By Occupation
36%
19%
13%
9%
8%
8%
6%
3%
0 5 10 15 20 25 30 35 40
Office worker
Student
Engineer/Doctor/Teacher
Factory Worker
Others
Self-emloyed
Housewife
Job seeker/ retired
Demographics
Vietnam E-commerce
The people who have great demand for buying online are office workers
In which part of the purchase process did people use the Internet?
50%
65%
51%
53%
0 10 20 30 40 50 60 70
Look for early inspiration and made initialdiscoveries online
Compared choices online
Sought advice online
Prepared online for immediate offlinepurchase
Vietnam E-commerce
User Behavior
How did people first learn of the product they purchased during product research
37%
52%
4%
7%
0 20 40 60
Online via website or app
In a store, shop, showroom
Over the phone
Other
Vietnam E-commerce
User Behavior
Base: Internet Users, n=933
71%
36%
27%
26%
17%
12%
0 20 40 60 80
Search engine
Online search on brand websites
Online research on retailerwebsites
Social networks
Online video sites
Advice sites/reviewsites/forums/blogs
What online sources did people use to make a purchase decision?
Base: Internet User, n=6515
Vietnam E-commerce
User Behavior
How did people first hear about the product they bought?
40%
25%
13%
12%
8%
0 10 20 30 40 50
Previous experience
Discussion with other people
Pre-purchase research
Through advertising
Other
Base: Internet user, n=6515
Vietnam E-commerce
User Behavior
61%
39%
39%
30%
29%
23%
19%
0 10 20 30 40 50 60 70
Compared products/ prices/features online
Discover relevant brands online
Looked for opinions/reviews/advice online
Checked where to buy/ productavailability online
Got location/direction online
Checked for/ redeemed offers,coupons or promotion online
Watched relevant video online
Base: Internet Users, n= 5749
How did people use the Internet to help make their purchase decision?
Vietnam E-commerce
User Behavior
The frequency of online shopping
23%
27%
15%
7%
28%25% 26%
9% 9%
32%
22%
27%
22%
4%
24%
0
5
10
15
20
25
30
35
Once/ weekor more
Once/month once/2-3months
once/6months
less thanonce/ 6months
All 18-29 30-39
Vietnam E-commerce
User Behavior
Base: Consumers, Age: 18-39, n=500, location: HCM- HN
Purchased products on EC 46%
39%35%
22% 20% 20%
13%9% 7% 6% 5% 3%
05
101520253035404550
Base: Consumers, Age: 18-39, n=500, location: HCM- HN
Vietnam E-commerce
User Behavior
Product purchase on EC by age
0
10
20
30
40
50
60
18-29
30-39
Base: Consumers, Age: 18-39, n=500, location: HCM- HN
Vietnam E-commerce
User Behavior
Product purchase on EC by gender
41%
54%
32%
19% 17%
7%
18%
9%1%
7% 6% 3%
53%
22%
38%
26% 23%
34%
7% 9%14%
6% 4% 3%0
10
20
30
40
50
60
Male Female
Vietnam E-commerce
User Behavior
Base: Consumers, Age: 18-39, n=500, location: HCM- HN
Vietnam Digital Market Overview
APPENDIX07
Appendix: Reference Source
1. Internet Users by country 2016, Internet Live Stats, 2016.
2. Vietnam Age Struture, Indexmudi, 20163. Digital 2017: Southest Asia, We are Social, 2017.4. Consumer Barometer, Google,20175. Statista6. Daily Dose: Online video streaming, Nielsen, 20167. Mobile in APAC: 2016 report, Think With Google,
20168. Vietnam E-commerce Report 2016, Q&Me, 20169. Others
CONTACT
NGUYEN XUAN DONG VICE MANAGING DIRECTOR (+84) [email protected]
Singapore Address: 18 Boon Lay Way #05-95 Trade hub 21 Singapore.INDONESIAAddress: Gedung Grand Slipi Tower Level 9G Palmerah, Jakarta Barat.VIETNAM– HA NOI: 99 Me Tri St, Me Tri Ward, Nam Tu Liem Dist, Hanoi.– HO CHI MINH: 133 Duong Ba Trac St, 8 Dist, HCM City.
Website: www.ecomobi.com
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