Tài liệu Vietnam-digital-landscape-2015

VIETNAM DIGITAL LANDSCAPE 2015 BY MOORE CORPORATION TABLE OF CONTENT [1] VIETNAM IN A GLOBAL CONTEXT [2] VIETNAM DIGITAL MARKET OVERVIEW [3] ONLINE POPULATION DEMOGRAPHIC [4] VIETNAM INTERNET USER BEHAVIOR [5] VIETNAM MOBILE [6] VIETNAM SOCIAL NETWORK [7] VIETNAM E-COMMERCE [8] APPENDIX 1 01 VIETNAM IN GLOBAL CONTEXT 2 In the world: 14th Population: GDP Growth Rate: 2nd Internet Penetration Rate: 39% In Asia: Internet Users: 7th Digital Access Index: 0.31 Smartphone User: 15th 3 02 VIETNAM DIGITAL MARKETING OVERVIEW 4 NETIZEN OVERVIEW POPULATION POPULATION BY GENDER fvdvdvhe llo 49.6% Male Nam Female Nữ 50.4% POPULATION BY REGION 90,493,352 31% Total Population Urban Rural 69% 5 NETIZEN OVERVIEW POPULATION VIETNAM POPULATION STRUCTURE BY AGE 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 9--14 5--9 0-4 2.80% 4.20% 6.20% 6.80% 7.30% 7.60% 7.90% 8.50% 8.50% 9.20% 8.20% 7.90% 8.00% DIGITAL IMMIGRANT (42%) This older generation knew internet when they were an adult. They often feel the need to always learn to adapt with the new technologies DIGITAL NATIVE (58%) This younger generation born and live in the internet era. They tend to be trendleaders 6 NETIZEN OVERVIEW CHANGE FROM 2005 TO 2014 VIETNAM CHANGES FROM 2005 TO 2014 140 128.6 120 Millions 100 90.9 82.4 80 2005 2014 60 39.8 40 20 12.9 15.8 0 POPULATION INTERNET USER MOBILE SUBSCRIPTION Internet User increase more than 3 times and number of Mobile Subscription increase 8 times in 2014 when comparing with ones in 2005 7 NETIZEN OVERVIEW INTERNET USER Millions VIETNAM INTERNET USER 45 60.0% 39.8 40 34.9 36.1 35 30.6 30 20.8 22.8 14.7 15 10.7 10 3.3 0.2 0.3% 39.3% 40.2% 34.8% 30.8% 17.7 20 - 43.8% 26.8 25 5 50.0% 24.5% 40.0% 30.0% 26.5% 21.0% 20.0% 17.6% 10.0% 13.0% 4.0% 0.0% 2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 The number of user Penetration rate of population-base 44% of Vietnam total population is Internet User 8 OVERVIEW BY DEVICE WHICH DEVICE PEOPLE USE? Mobile Phone 93% Computer 44% Smartphone 36% Tablet 5% Internet Enable TV 4% 0% 20% 40% 60% 80% 100% Mobile Phone continues to become the No.1 Device of Population Base: Total Online and Offline Population, n = 1000 9 OVERVIEW 69 MINUTUES ON TV 160 MINUTES ON LAPTOP VIETNAM TIME SPENDING ON DEVICE 169 MINUTUES ON SMARTPHONE 69 MINUTES ON TABLET GLOBAL 113 MINUTUES ON TV 108 MINUTES ON LAPTOP 168 MINUTUES ON SMARTPHONE 50 MINUTES ON TABLET 10 Base: People access to device OVERVIEW ADVERTISING REVENUE ESTIMATED ONLINE ADVERTISING REVENUE 2014 IN VIETNAM 5% 3% 4% 8% 42% 11% Facebook Google Admicro FPT 24H VNG Other 27% 70% total online advertising revenue in Vietnam belongs to Google and Facebook 11 Source: Moore Estimation 2014 03 ONLINE POPULATION DEMOGRAPHIC 12 DEMOGRAPHIC BY AGE VIETNAM INTERNET USER BY AGE Vietnam Internet User is dominated by younger generation in 15-35 years old. 95 70 35 18 15-24 25-34 % Internet User 35-49 50-64 Total Population by Age Base: Urban internet user 15 – 64, n=5800 13 DEMOGRAPHIC BY GENDER VIETNAM INTERNET USER BY GENDER 43% 57% Base: Urban internet user 15-64, n=5800 Man Woman 14 04 VIETNAM INTERNET USER BEHAVIOR 15 USER BEHAVIOR BEHAVIOR THROUGH DEVICE HOW DO PEOPLE GO ONLINE WITH DIFFERENT DEVICES? 35% 31% 30% 25% 21% 21% 20% 15% 11% 10% 3% 5% 0% Only via computer/tablet Only via Smartphone Via smartphone and Via smartphone more computer/tablet equalty often than computer/tablet Base: Internet users (via computer, tablet or smartphone), n = 538 Via computer/tablet more often than smartphone 16 USER BEHAVIOR MEDIA ACTIVITIES DEVICE ACCESS BY TIME OF DAY 40% 35% 30% 25% 20% 15% 10% 5% 0% Before 9am 9am - Before 12pm - Before 2pm - Before 12pm 2pm 4pm Desktop Laptop/Notebook 4pm - Before 6pm 6pm - Before 8pm Mobile Phone 8pm - Before 10pm Onwards 10pm Table 8PM-10PM is peak time using Laptop and Mobile Phone 17 Base: online consumers 16+, n=1026 USER BEHAVIOR ONLINE ACTIVITIES ONLINE ACTIVITIES BY TIME OF DAY 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Before 9am 9am - Before 12pm Social Media 12pm - Before 2pm 2pm - Before 4pm Online News 4pm - Before 6pm 6pm - Before 8pm Online Video (+ Internet TV) 8pm - Before 10pm 10pm Onwards Online Shopping 18 Base: online consumers 16+, n=1026 USER BEHAVIOR ONLINE ACTIVITIES ONLINE ACTIVITIES OF 15-24 YEARS OLD 100% 90% 80% 70% 60% 50% 40% Never 30% Rarely Sometimes 20% Frequently 10% 0% User in 15-24 years old spending more time for Social networking….. 19 Base: Urban Internet User, n=2970