Vietnam Digital Landscape 2017

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
OVERVIEW01

Internet user 2016: 49 millions
Penetration: 52% of population
Ranking: 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

44.3
48.2
52.1
55.8
59.3
62.6
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

41.81
46.76
51.42
55.54
59.04
61.91 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

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

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 INTERNET USER
BEHAVIOR03

Percentage of devices used to online
55%
30%
14%
0 10 20 30 40 50 60
More often via smartphone than
computer/table
Equally via smartphone &
computer/ tablet
More often via computer/ tablet
than smartphone
Base: Internet users, n=765
Vietnam users tend to use smartphone to go online more than computer or
table, which is called as “mobile trend”

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

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

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

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 once
a month
Never watch
online video

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

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
And comes the new trend, Video-on-demand…

90%
56% 54%
48% 45% 44% 42% 39% 37%
0
10
20
30
40
50
60
70
80
90
100
Type of video-on-demand watched in 2016

On Average (via any device)
2h33m
Daily time spent on device
6h53m
Via 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 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
37.8
40
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 SOCIAL NETWORK
05

Top active social platforms
51%
51%
37%
32%
30%
22%
22%
21%
18%
14%
13%
12%
0 10 20 30 40 50 60
Facebook
Youtube
Facebook Messenger
Google+
Zalo
Twitter
Insta
Skype
Viber
Linkedin
Wechat
Line
Vietnam Social Network

3.6
7.5
6.9
2.6
0.9
0.4 0.1
3.6
7.8 8
2.9
1
0.4 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 Network Age 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 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 initial
discoveries online
Compared choices online
Sought advice online
Prepared online for immediate offline
purchase
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 retailer
websites
Social networks
Online video sites
Advice sites/review
sites/forums/blogs
What online sources did people use to make a purchase decision?
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/ product
availability 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/ week
or more
Once/month once/2-3
months
once/6
months
less than
once/ 6
months
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%
0
5
10
15
20
25
30
35
40
45
50
Vietnam E-commerce
User Behavior

Product purchase on EC by age
0
10
20
30
40
50
60
18-29
30-39
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

APPENDIX
07

Appendix: Reference Source
1. Internet Users by country 2016, Internet Live
Stats, 2016.
2. Vietnam Age Struture, Indexmudi, 2016
3. Digital 2017: Southest Asia, We are Social, 2017.
4. Consumer Barometer, Google,2017
5. Statista
6. Daily Dose: Online video streaming, Nielsen, 2016
7. Mobile in APAC: 2016 report, Think With Google,
2016
8. Vietnam E-commerce Report 2016, Q&Me, 2016
9. Others

CONTACT
NGUYEN XUAN DONG
VICE MANAGING DIRECTOR
(+84) 989.995.145
dongnx@ecomobi.com
Singapore
Address: 18 Boon Lay Way #05-95 Trade hub 21 Singapore.
INDONESIA
Address: 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

Vietnam Digital Landscape 2017

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