docdigital landscape q3/2015
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digital landscape q3/2015
VIETNAM DIGITALLANDSCAPEQ3/2015 BYMOORECORPORATION TABLEOFCONTENT 3 4-9 VIETNAMINAGLOBALCONTEXT VIETNAMDIGITALMARKETOVERVIEW 10-16 VIETNAMINTERNETUSERBEHAVIOR 17-22 VIETNAMONLINEVIDEO 23-31 VIETNAMMOBILE 32-36 VIETNAMSOCIALNETWORK 37-44 VIETNAME-COMMERCE Intheworld: Population:14th GDPGrowthRate:2nd InternetPenetrationRate:48% InAsia: InternetUsers:7th DigitalAccessIndex:0.31 SmartphoneUsers:15th 01 VIETNAMINGLOBALCONTEXT 3 02 VIETNAMDIGITALMARKET OVERVIEW 4 INTERNETUSERS PERCENTAGEOFINTERNETUSEROVERPOPULATION 60% 47.8% 50% 39.3% 40.2% 40% 43.8% 34.8% 30.8% 30% 17.6% 20% 21.0% 24.5% 26.5% 13.0% 10% 0.3% 4.0% 0% 2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 Withsignificantgrowthoveryears,in2015InternetUsersaccountfor48%VietnamTotalPopulation Source:AccumulatedbyMoore,2015 Base:TotalPopulation 5 CHANGESFROM2005TO2015 VIETNAMCHANGESFROM2005TO2015 100 90 92.0 82.4 80 Millions 70 60 50 2005 43.9 40 29.3 30 20 2015 12.9 10 0 0 POPULATION INTERNETUSERS MOBILE3G Besides the sharp increasing of Internet User, Mobile 3G remarked with meaning growthin2015comparedwith2005.Mobilenowhasmorepowerthanever. Source:AccumulatedbyMoore,2015 6 DEVICEPEOPLEUSE DEVICE USED IN 2014 AND 2015 100% 93% 93% 90% 80% 52% 70% 55% 60% 44% 46% 50% 36% 40% 30% 140% 100% 20% 10% 4% 8% 5% 12% 0% InternetTV Tablet 2014 Smartphone Computer MobilePhone 2015 “Movingscreen”suchasSmartphoneandTabletprovethehighlightexpansionfromyeartoyear, inwhichremarkablychangepeople’sbehaviorinMediaconsumption. Source:Google,2015 Base:TotalPopulation 7 TIMESPENDINGONINTERNET(TSOI) 7 6 6.3 5.5 5.2 5.1 5.2 4.7 5 4.1 4 3.7 3.9 3.3 3.2 2.7 3 2.6 2.3 2 1 0 Thailand Malaysia Philippines Indonesia PC-TSOI Vietnam China Singapore Mobile-TSOI Ataverage,VietnamInternetUserspendsabout5.2honMobileand2.7honPC Source:GlobalWebIndex,Q4.2014 8 ADVERTISINGREVENUE ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014 5% 3% 4% Facebook 8% Google 42% 11% Admicro FPT 24H VNG 27% Other 70%totalonlineadvertisingrevenueinVietnambelongstoGoogleandFacebook Source:MooreEstimation2014 9 03 VIETNAM INTERNETUSERSBEHAVIOR 10 ONLINEACTIVITIES ONLINEACTIVITIESOF18-24YEAROLDUSERS Purchaseproducts 3% 8% Lookforproductinformation 16% Checkemail Onlinegames 31% 28% 25% 46% 27% Listentomusic 60% 41% Searchengines 69% 46% Onlinevideos 68% 48% Socialnetworks 76% 50% 0% 10% 20% Smartphone 30% 40% 50% 60% 70% 80% Computer YoungPeople(18–24)spendmostoftimeonconnecting,entertainingorlearningsomethingnew. Moreover,theyjoininonlineactivitiesmainlybytheirsmartphone. Source:Google,2015 Base:VietnamInternetUser 11 ONLINEACTIVITIES ONLINEACTIVITIESOF25-34YEAROLDUSERS Purchaseproducts 2% 7% 31% 22% 26% 23% 32% 30% Onlinegames LookforproductinformaNon Checkemail Listentomusic 36% Onlinevideos 46% 63% 46% Searchengines 65% 47% Socialnetworks 72% 48% 0% 10% 20% Smartphone 30% 40% 50% 60% 70% 80% Computer SocialNetworkstillbethemainplatformInternetUserjumpinbesidesSearchandOnlineVideo. Smartphoneseemsbeingtheir“musthavescreen” Source:Google,2015 Base:VietnamInternetUser 12 ONLINEACTIVITIES ONLINEACTIVITIESOF35-44YEAROLDUSERS 4% 3% Purchaseproducts 18% 16% 21% 18% 20% 24% Onlinegames Lookforproductinformation Checkemail 38% 35% Listentomusic 54% Onlinevideos 46% 50% 50% Socialnetworks Searchengines 51% 0% 10% 20% Smartphone 30% 40% 50% 59% 60% 70% Computer InternetUserat35-44yearsoldspendonlinetimethemostonSearchEngines,besidesSocial NetworkandOnlineVideo,especiallyviatheirsmartphone. Source:Google,2015 Base:VietnamInternetUser 13 ONLINEACTIVITIES ONLINEACTIVITIESOF45-54YEAROLDUSERS 4% 3% Puchaseproducts Onlinegames 8% 7% Checkemail 12% 11% LookforproductinformaNon 12% 16% Listentomusic 28% 19% Socialnetworks 37% 23% Onlinevideos 29% Searchengines 0% 5% 10% Smartphone 15% 20% 25% 30% 34% 33% 35% 35% 40% Computer Amongdigitallateadoptergeneration(45–54),theyusecomputertoaccesstotheInternet moreoftenthansmartphone.Butsmartphonestillbethemaindeviceinsomeactivities, especiallyVisitingSocialNetwork Source:Google,2015 Base:VietnamInternetUser 14 MEDIAACTIVITIES DEVICEACCESSBYTIMEOFDAY 40% 35% 30% 25% 20% 15% 10% 5% 0% Before 9am 9am - Before 12pm 12pm - Before 2pm Desktop 2pm - Before 4pm Laptop/Notebook 4pm - Before 6pm 6pm - Before 8pm Mobile Phone 8pm - Before 10pm 10pm Onwards Tablet “PrimeTime”foradvertisingis8PM-10PM-thepeaktimeforusingLaptopandMobilePhone Source:Nielsen,2014 15 MEDIAACTIVITIES ONLINEACTIVITIESBYTIMEOFDAY 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 “PrimeTime”foradvertisingis8PM-10PM-thepeaktimeforjumpinginSocialMedia,OnlineVideo, evenOnlineShopping Source:Nielsen,2014 16 03 VIETNAMONLINEVIDEO 17 ONLINEVIDEOACTIVITIES POPULARSOURCEOFONLINEVIDEO(INPAST12MONTHS) (NotincludeonFacebook) 90% YouTube 60% 24h.com.vn 40% dantri.com.vn kenh14.vn 38% clip.vn 37% vietnamnet.vn 24% soha.vn 18% vnexpress.net 5% nhaccuatui.com 4% 0% 20% 40% 60% 80% 100% In2015,dantri,kenh14andclip.vndominatedasmainplatformbesidesYoutube inwhichpeopleconsumeOnlineVideo Source: Nielsen, 2014 Base:VietnamInternetUserwhowatchedonlinevideo 18 ONLINEVIDEOACTIVITIES FREQUENCYOFONLINEVIDEOWATHCHED Daily 42% Weekly 36% Monthly 10% Never 8% Lessthanonceamonth 3% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% InternetUserbehaviorisnowchangingsharply. TheyusuallywatchonlinevideoinsteadofTVmorethaneverbefore Source:Google,2015. Base:VietnamInternetUserwhowatchedonlinevideo 19 ONLINEVIDEOACTIVITIES FREQUENCYOFONLINEVIDEOWATHCHEDINDETAIL 70 60 60 50 38 40 30 27 26 17 20 9 10 12 4 0 Daily Weekly Monthly DownloadingVideo Inpast12 month 0 2 4 Notinpast Neverdone 12month StreamingVideo StreamingVideotendtobedominatedthanDownloadingVideo Source:Nielsen,2014 1 20 ONLINEVIDEOACTIVITIES ONLINEVIDEOWATCHED’SMOTIVATION Torelax/escape 67% Tobeentertained/inspired 65% 46% Tolearnsomethingnew Tostayuptodate 26% 22% Tofeelconnectedwithpeople Tofindoutsomethingnew 19% 0% Source:Nielsen,2014 Base:VietnamInternetUserwhowatchedonlinevideo 10% 20% 30% 40% 50% 60% 70% 80% 21 ONLINEVIDEOACTIVITIES ONLINEVIDEOWATCHEDDURINGDAYTIME 70% 62% 60% 50% 43% 40% 30% 20% 10% 15% 14% 12% 8% 11% 5% 0% Inthemorning Duringlunchtime Intheafternoon Weekday Intheevening Weekend AlmostInternetUsers(62%)watchonlinevideointheevening Source:Nielsen,2014 Base:VietnamInternetUserwhowatchedonlinevideo 22 05 VIETNAM MOBILE 23 3GSUBSCRIPTION VIETNAM 3G SUBSCRIPTION 25.0% 35.0 21.4% Millions 30.0 19.8% 25.0 20.0 20.0% 15.9% 15.0% 11.9% 15.0 27.5 10.0 29.3 10.0% 19.7 15.7 5.0% 5.0 0.0% 2012 2013 3GSubscriptions Số thuê bao 3G Source:AccumulatedbyMoore,2015 2014 2015 %3GSubscriptionsovertotalsubscriptions 3G trên tổng thuê bao di động 24 VIETNAM SMARTPHONE MARKET SMARTPHONE & FEATURE PHONE SMARTPHONE OPERATION SYSTEM 9% 3% 2% Android 43% IOS 57% 19% Window8 64% Window7 Other Smartphone FeaturePhone Withinsmartphoneoperationsystem,Androidissurpassing.IOStakesin2nd. Source: Nielsen, 2014 25 SMARTPHONE USER DEMOGRAPHIC SMARTPHONE USERS BY GENDER SMARTPHONE USERS BY AGE 55andover 19% 34% 45-54 48% MALE 52% FEMALE 35-44 57% 25-34 70% 76% Under25 0% 20% 40% 60% 80% VietnamSmartphoneUserisdominatedbyearlydigitaladoptergeneration(<35yearsold) Source:Nielsen,2014;VSERV,2013 26 SMARTPHONE USER ACTIVITIES ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly) VisitSocialNetwork 59% UseSearchEngine 56% WhatOnlineVideo 54% ListentoMusic 43% PlayGame 28% CheckEmail 23% ProductInformationSearching 23% MapsandDirections PurchaseProducts/services Source:Google,2015 Base:InternetUserwhohavesmartphone 13% 6% 0% 10% 20% 30% 40% 50% 60% 70% 27 SMARTPHONE USER ACTIVITIES 44% Ofsimultaneoususeislookingat RELATEDcontent 56% Ofsimultaneoususeislookingat UNREATEDcontent WhilewatchingTV,peoplestillusetheir“secondscreen”to browseforbothrelatedandunrelatedcontent Source: Millward Brown, 2014 28 MOBILE’SSHAREOFWEBTRAFFIC Mobile'sshareofwebsitetraffic 60% 50% 50% 40% 36% 35% 34% 30% 21% 21% 20% China Vietnam 20% 10% 0% Indonesia Source:GlobalWebIndex,2014 Thailand Malaysia Singapore Philippines 29 VIETNAMOTTOVERVIEW NumberofOTTusersinVietnam 35 32 29 30 23 25 20 15 12 10 4.5 5 0 Zalo FBMessenger Viber Line WhatApps ZaloinQ3/2015surpassesFacebookMessengerinnumberofUser Source:AccordingtoOTTVendors,MooreEstimation,2015 30 VIETNAMTOPOTTPLATFORMS 1% ZalobyAge LinebyAge 8% -18 20% 17% 18-34 35-54 71% Source:AccordingtoOTTVendors,2015 55+ 16-22 50% 33% 23-27 Others 31 GoMobile & AlwaysOn 06 VIETNAM SOCIAL NETWORK 32 FACEBOOKUSERS NUMBEROFFACEBOOKACTIVEUSERS 30 20 40 32 18.85 10 23.16 Millions Millions 40 NUMBEROFFACEBOOKACTIVEUSERS ONMOBILE +30% 0 29 30 20 14.7 10 19.7 +40% 0 2013 2014 2015 2013 2014 2015 From2013to2015,numberofFacebookActiveUserincreasedaverage23%. Especially,thenumberofUserActiveonMobilegrowthsignificantlyas36%. It’stimetogomobile. Source:Facebook,2015 33 FACEBOOKUSERSDEMOGRAPHIC FACEBOOKUSERSBYGENDER FACEBOOKUSERSBYAGE 35-44 8% 13-17 19% Male 46% Female 54% 45-65 4% 25-34 30% 18-24 39% FacebookUserisdominatedbyFemaleandpeoplewhoare18–34yearsolds Source:Facebook,2015 34 FACEBOOKUSERSACTIVITIES FACEBOOKASADISCOVERYTOOLS 58% Firsthearbreakingnews 56% Firsthearaboutnewgame Firsthearaboutanewmovie, album,book,festivalorshow Firsthearaboutanewproduct, brandorservice 55% 52% Facebookiswherepeopleturntolearnnewinformation Source:Facebook,2015 35 FACEBOOKUSERSACTIVITIES FacebookisusedmuchmoreoftenthanTV Source:Facebook,2015 36 ALOOKATINSTAGRAM 35-44 5% Male 35% 25-34 18% 45-65 3% 13-17 20% 750,000 Users Female 65% 18-24 54% InstagramseemsbeingaplatformforFemaleandInternetUserat18-24yearsold Source:FacebookandMooreEstimation,2015 37 ALOOKATINSTAGRAM ImageAds Source:Instagram,2015 VideoAds CarouselAds 38 07 VIETNAME-COMMERCE 39 REVENUE VIETNAMB2CE-COMMERCEREVENUE2012-2014 3.5 2.97 BillionsUSD 3 2.5 2.2 2 1.5 1 0.7 0.5 0 2012 2013 2014 In2014,revenueoneachuseris145USD/yearandisexpectedincreasein2015 Source:Vecita,2015 40 ONLINE ITEMS PURCHASED Past 3 months online purchase (including CoD): Online items purchased 85% Clothing 81 19 No Yes 6% Food / online delivery 27% Fashion accessories 4% Voucher at restaurant / cafe 9% 9% Home Personal appliances grooming/ cosmetics products 2% Personal devices 2% Others ClothingandFashionAccessoriesispurchasedonlinethemost Source:TNS,2015 41 ONLINECUSTOMERBUYINGPROCESS Online Tivi Instoreads Poster Magazine/ Others Email HOWPEOPLEHEARABOUTTHE PRODUCTTHATTHEYPURCHASED 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 40% 25% 13% 12% 8% Source:Google,2015.Base:VietnamInternetUserwhopurchasedonline 43% 24% 12% 6% 6% 5% 2% HOWDIDPEOPLEFIRSTHEARABOUTTHE PRODUCT/OFFERFROMADVERTISING? 42 PURCHASEACTIVITIES THEONLINESOURCESPEOPLEUSETOMAKEPURCHASINGDECISIONS SearchEngines 71% Onbrandwebsite 36% Onretailerwebsite 27% Socialnetworks 26% Onlinevideossites 17% Advicesites/reviewsites/forums/blogs 12% Onlinemagazines/newssites 11% Pricecomparisonwebsite 11% Brandpagesonsocialnetworkssite Email 9% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% Peoplethosedayshavemorepowerandmoreinformationthanever. Theyalwaysproactiveinfindingproduct/serviceinformationbeforemakingdecision Source:Google,2015.Base:BuyerswhouseInternet 43 PRE-PURCHASEACTIVITIES INTERNETHELPSPEOPLETOMAKEPURCHASINGDECISIONSBY Comparedproducts/prives/featuresonline 61% Lookedforopinions/reviews/adviceonline 39% Discoveredrelevantbrandsonline 39% Gotstorelocations/directionsonline 29% Checkedwheretobuy/productavailability 30% 23% Lookedfor/redeemedrelevantofftens/ Gotideas/inspirationonline Watchedrelevantvideosonline Madecontact/requestedcontact(with 21% 19% 15% 0% 10% 20% 30% 40% 50% 60% 70% Peoplethosedayshavemorepowerandmoreinformationthanever. Theyalwaysproactiveinfindingproduct/serviceinformationbeforemakingdecision Source:Google,2015.Base:BuyerswhouseInternet 44 PRE-PURCHASEACTIVITIES WHATDIDPEOPLEDOONLINEAFTERCOMPLETINGTHEIRPURCHASE? 30% 25% 20% 15% 10% 5% 0% Sharedpurchaseexperience onsocialnetworks Postedreviews/ratings Lookedforhelponsetup/ usage They’realsoreadyforsharingtheirexperienceonSocialnetwork Source:Google,2015.Base:BuyerswhouseInternet 45 INTERNETROLE INONLINECUSTOMERBUYINGPROCESS “21%usetheInternettoget ideas” “39%discoveredrelevant brands.” “61%comparedchoice online.” 15%posted reviews/rating Consideration Evaluation Trig ger “39%soughtadviceonline.” 28%shared experienceson socialnetwork Enjoy& Advocate “18%lookedforhelponsetup/usageonline.” Purchase “53%preparedforoffline purchase.” “48%researchhoursbefore purchase.” “18%purchaseonline.” NeverthanbeforeInternetproveitssignificantroleincustomerbuyingjourney Source:AccumulatedbyMoore.2015 46 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 47 ABOUTMOORECORPORATION MooreCorporation–amemberofIREP(thelargestSEMAgencyinJapan),isaDigitalAgency focusonPerformanceBasedAdvertinginVietnam Withknowledgeandexperience,MooreCorpconsultsandimplementsDigitalmarketingcampaign byusingtechnologyandindustryknowledgetomaximizetheeffectivenessofadvertisementcampaign withthemotto:"Strategicsolution,Effectiveconcentration” TofollowMooremissionforenrichingcommunity'svalue,from2014,MooreCorpisthesoleAgency processSeriesofDigitalActivitiesReportandVietnamDigitalLandscapewhichisfreepublishedand sharedforClients,PartnerandDigitalCommunity Findmoreaboutusandourworkat:www.moore.vn 48 CONTACT 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 | 49
