Vietnam Digital Landscape
2013 current
Last updated 16 September 2013

Contents
! Vietnam in a global context
! Population profile by urban penetration & by age
! Internet subscribers
! Online activities
! Leading websites
! Social network sites
! Online video
! Telephone subscribers
! Online advertising expenditure

Vietnam has…
• the 14th biggest population in the world
• the 63th fastest growing economy
• the 17th highest number of Internet users
• the 5th highest Internet penetration (35.6%) in South East Asia
• the 8th highest number of mobile phone subscribers in the world
Sources: CIA Factbook, September 2013,
VNNIC, for Nov 2012

Headline profile changes from the 2009
Census
Total population grown from 76.3m in 1999 to 85.8m in 2009 = +12.5%.
There has also been a significant migration from rural to urban areas.
80
80
70
70
60
50
+ 3.7%
60
+11.8%
50
+13.2%
40
1999
40
30
2009
30
20
10
0
2009
+40.7%
20
10
1999
0
Female
Male
Urban
Rural
Source: Government Statistics Office of Vietnam - Census Date: 1 Apr 2009

Vietnam’s population is excitingly young
6%
100
90
80
70
60
50
40
30
20
10
0
17%
15%
17%
65+
45-64
35-44
25-34
15-24
0-14
Latest population
estimates (July
2013) show
92.477m,
comprising
46.272m females
and 46.205m males
20%
25%
% of total population
Vietnam’s median age is currently 28.7 years
Source: CIA website July 2013

% of Provincial Population Urban
Over 65%
3 provinces*
41 – 64%
7 provinces**
30 – 40%
7 provinces
17 – 29%
24 provinces
0 – 16%
22 provinces
*The municipalities of Da Nang, HCMC and Can Tho
**Includes the municipalities of Hanoi and Hai Phong
Latest population estimates for 2012 show 88.78m population, of
whom 28.36m are classified as living in urban areas (31.9% of total
population), a rise of 6.94% since 2010.
60.41m live in rural areas, a net zero change since 2010.
Unemployment rate* reduced to 1.99% (2011 = 2.27%).
*within labour age group; urban 3.2% and rural 1.4%.
Source: Government Statistics Office of Vietnam

Shift in Media usage 2010 – 2013
2012
16
39
2013
16
49
124
FTA TV
135
48
Internet
Newspapers
Magazines
46
Radio
84
128
Between 2010 and 2013 the daily average time spend on watching TV has
decreased (from 134min to 135min), while the average time spend on the Internet
has increased (from 74min to 128min).
Source: 3D 2013 (2,970) and 3D 2012 (3,010) urban adults aged 15-45

Vietnam
Internet Subscribers

Internet Penetration in South East Asia
(Taiwan 69%)
(China 40%)
(Japan 79%))
Vietnam has one of
the fastest growing
and highest
penetration of
Internet Users in
South East Asia.
Excl. Hong Kong (68%)
Myanmar 1%
Laos 8%
Thailand 36%
Vietnam 35.6%*
Cambodia 16%
All Asia
Philippines 32%
Malaysia 61%
Singapore 75%
Vietnam reached:
10% in Sep 2005
20% in July 2007
30% in Sep 2010
= 27.5%
All Europe = 63.2%
N. America = 78.6%
Brunei 78%
Australia
= 88.8%
Indonesia 22%
Source world comparison: Internet World Statistics (IWS)
Source SE Asia comparison: We Are Social, Mar 2013
* Vietnam source: VNNIC for November2012

Internet Usage Penetration of Vietnam
population
Yr End
Totals
% of population
40
35
31.1
35.1
30
25
22.0
20
12.9
10
0
26.6
17.7
15
5
24.4
7.7
3.8
2003 2004 2005 2006 2007 2008 2009 2010 2011
Dec Dec Dec Dec Dec Dec Dec Dec Dec
November 2012: 31,304,211 users =
35.6% penetration (+2.6% YoY)
No. of Users
% YoY
growth
2003
3,098,007
2004
6,345,049
+105%
2005
10,710,980
+ 69%
2006
14,683,783
+ 37%
2007
18,551,409
+ 26%
2008
20,834,401
+ 12%
2009
22,779,887
+ 9%
2010
26,784,035
+18%
2011
30,552,417
+14%
Source: VNNIC for Nov 2012

Growth in Internet and Broadband user
The GSO and VNNIC have stopped publishing monthly
numbers
subscriber data since Nov 2012, but the VNTA has released
detailed broadband subscriber data for 2013. The number of
broadband subscribers now stands at 4.76 million equivalent
to 5.4% of the population
35.00
30.00
25.00
20.00
23.14
15.00
10.00
5.00
0.00
17.26
10.50
18.78
26.47
26.57
26.73
26.88
26.98
19.81
14.16
0.21
0.52
1.29
2.05
2.97
3.64
4.08
4.29
4.30
4.31
4.33
2005
Dec
2006
Dec
2007
Dec
2008
Dec
2009
Dec
2010
Dec
2011
Dec
2012
Mar
2012
Jun
2012
Sep
2012
Nov
Broadband subscribers
Other users
Source: VNNIC for November 2012,
Vietnam Telecommunications Authority (VNTA) for July 2013

Broadband Internet Subscribers 2013
Of 4,880,428 broadband subscribers as of July 2013,
89% were accessing through xDSL Broadband,
5% through Fiber-to-the-home (FTTH) optical cable,
4% through cable TV [of whom SCTV 67% CMC 33%]
and 3% through leased line.
Millions
6
% market share
4.8
3.6
4
4.1
4.3
3.0
2.0
2
VNPT
FPT
9.3
Viettel
1.3
0
2.4
2.0 1.6
27.3
0.5
2006 2007 2008 2009 2010 2011 2012 2013
Dec Dec Dec Dec Dec Dec Dec Jul
Broadband subscribers
Source: Vietnam Telecommunications Authority (VNTA)
57.4
SCTV
CMC
Telecom

Profile of urban Internet users
age 15-45
Occupation of Internet users
100%
90%
80%
6%
29
50%
40%
30%
30%
20
19
31%
35-45
25
20-24
15-19
20
SEC of Internet users
(Index compared to total urban popn.)
10%
16
Urban Popn
29.1
2%
A (123)
22
27%
Internet
Users
26.7
Unemployed
30-34
25-29
0%
Average age:
25%
Employed professional/office
Employed - other
Housewife
16
20%
10%
8%
14
70%
60%
19
Student
24%
B (112)
C (98)
D (59)
37%
E (51)
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months

Profile of urban Internet users
by age and gender
Gender profile of internet users per age group
Gender of Internet users
%
100
Male
49%
51%
80
Female
49
51
51
51
49
49
60
40
20
0
Age 15-24
Age 25-34
Male
Age 35-45
Female
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months

Internet penetration by city and
age (accessed last 3 months)
%100
Total
94
88
84
80
Age 15-24
85
81
79
70
58
54
58
79
72
70
59
53
52
42
38
40
Age 35-45
92
65
60
Age 25-34
47
30
28
24
20
0
Hanoi
HCMC
Da nang
Nha trang
Can tho
Hai phong
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months

Average time and frequency spent
online by age
Internet usage continues to increase, with an
average of 97 minutes a day in 2008, to 129
minutes a day in 2010, and 133 minutes a day in
2012, and a bit down to 129 minutes a day in
2013
Minutes per average day
160
140
120
123
All 15-45
70
15-24
72
25-34
70
35-45
141
135
Frequency use Internet
11 41
14
9 41
14
12 41
13
61
16
18 32
130
114 115
100
0
20
40
60
80
100
Everyday
2-3 days a week
80
60
4-6 days a week
Once a week
Less often
40
20
0
Age 15-24 Age 25-34 Age 35+
Male
Female
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months

When & where access Internet
%
100
90
80
70
60
50
40
30
20
10
0
% of Internet users accessing ‘At home’ has grown to 85% from 74% in 2010, 56% in 2008
and 25% in 2006.
A gradually decrease in percentage of accessing the Internet at ‘Internet shop/
café’ (17% in 2013, 21% in 2010, 35% in 2008 and 65% 2006)
86
Where access the internet
Weekdays
Weekends
38
14 17 17 15 13 14
7
98
9 11
34
When usually use internet
%
85
43
11
24
45
40
35
30
25
20
15
10
5
0
40
29
24
15
19
16
18
3
1
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months

Vietnam
Online activities

Online activities Age 15-24
100%
90%
6
6
4
80%
70%
17
29
17
28
25
11
9
13
27
28
40%
20%
33
10
31
35
35
10%
42
17
28
16
10
28
20
26
46
28
28
64
17
10
25
18
30
9
15
25
18
18
18
16
0%
Frequently
38
49
62
14
18
39
45
14
57
45
40
28
27
59
31
54
12
28
50%
30%
32
10
22
60%
23
Sometimes
Rarely
16
15
14
10
24
15
12
11
Never
Source: 3D 2013 Base: 771 adults aged 15-24 who used internet in last 3 months

Online activities Age 25-34
100
90
80
20
6
15
26
10
6
70
60
24
23
29
25
50
31
21
8
11
41
43
20
10
46
43
39
42
48
45
45
24
42
53
73
22
31
11
16
20
50
37
6
16
40
30
50
46
41
20
11
20
14
16
14
16
36
23
31
29
40
21
15
70
14
12
26
29
5
23
10
23
21
19
16
16
16
15
14
14
12
12
11
10
14
0
Frequently
Sometimes
Rarely
Never
Source: 3D 2013 Base: 651 adults aged 25-34 who used internet in last 3 months

Online activities Age 35-45
100
90
80
70
60
50
31
8
16
29
9
21
29
37
37
59
6
24
8
17
40
10
45
41
37
50
56
54
61
59
62
54
63
67
65
78
22
7
13
41
52
11
30
20
53
31
21
10
16
21
12
12
17
20
19
13
18
15
16
12
12
11
18
16
16
12
15
14
12
14
12
0
Frequently
Sometimes
Rarely
8
12
11
25
9
21
8
12
17
18
5
5
10
9
3
Never
Source: 3D 2013 Base: 390 adults aged 35-45 who used internet in last 3 months

Most popular Web Searches
Rank
Top Searches, last 30 days
Rising Searches, last 30 days
1
Facebook
Gui cho anh (+300%)
2
Phim (movies)
Phuong my chi (+150%)
3
Nhac (music)
Patch fifa 2.0 (+120%)
4
Bao (newspapers)
Vietnam airlines (+80%)
5
Tin (news)
Livescore (+70%)
6
Game
Phimdem.com (+60%)
7
Truyen (stories)
Thoi tiet (+60%)
8
Youtube
Diem chuan (+50%)
9
Google
Ioe (+50%)
10
Zing (social network)
Thegioididong (+50%)
Source: Google Insights for Search as at 4 September 2013

Top Online Interests
Unique Visitors
(000)
#
% Reach
1
Search/Navigation
15,367
91.6
2
Portals
15,028
89.6
3
Social Networking
14,589
86.9
4
Multimedia
13,875
82.7
5
General News
12,943
77.1
6
Entertainment - Music
12,314
73.4
7
Newspapers
11,338
67.6
8
Entertainment – News
10,569
63.0
9
Downloads
10,408
62.0
10
Online Gaming
10,279
61.3
Note: ComScore only measures internet usage at
home and at work and does not include internet
usage on mobile phones and in internet cafes.
Source: Comscore July 2013

Top Online Interests
Unique Visitors
(000)
#
% Reach
11
Entertainment – Movies
10,246
61.1
12
Email
9,074
54.1
13
Blogs
8,477
50.5
14
XXX Adult
7,616
45.4
15
Classifieds
6,489
38.7
16
Discussion/ Chat
6,231
37.1
17
Information
6,111
36.4
18
Teens
5,768
34.4
19
Humor
5,766
34.4
20
Family&Parenting
5,563
33.2
Note: ComScore only measures internet usage
at home and at work and does not include
internet usage on mobile phones
Source: Comscore July 2013

Vietnam
Leading websites

Number of VN website domains July 2013
" Of the 413,419 registered dot.vn
website domains, 250,692 are
currently active
400
396
358
300
261
200
181
133
100
9
14
35
60
83
0
2004 2005
2006 2007
2008 2009
2010 2011
2012 2013
Active
Total
Source: VNNIC for July 2013

Leading websites in Vietnam – Sep 2013
1
Google.com.vn
(1)
11 Blogspot.com
(11)
2
Facebook.com
(2)
12 Haivl.com
(14)
3
Google.com
(3)
13 Vatgia.com
(13)
4
Youtube.com
(4)
14 Kenh14.vn
(12)
5
Zing.vn
(5)
15 Qtrax.com
(…)
6
Vnexpress.net
(6)
16 Ngoisao.net
(16)
7
Cococ.com
(…)
17 Giaoduc.net.vn
(15)
8
24h.com.vn
(7)
18 Soha.vn
(19)
9
Yahoo.com
(8)
19 Vov.vn
(…)
(9)
20 Tinhte.vn
(…)
10 Dantri.com.vn
Based on the last month’s average daily traffic
(previous month’s ranking in brackets)
Source: Alexa 04/09/2013

Most popular online gaming websites
Rank
Online Gaming websites
Unique visitors (000)
1
Vuigame.vn (4)
1.832
2
Yahoo! Games (3)
1.465
3
Unigame.vn (2)
1.367
4
Zing Play (5)
1.262
5
Gamevui.com (6)
1.171
6
Ongame.vn (7)
1.004
7
Sohagame.vn (…)
999
8
King.com (…)
916
9
Trochoiviet.com (8)
901
10
Musinhmenh.com (…)
863
In total 10,279,000 unique visitors play online games
(previous month’s ranking in brackets)
Note: ComScore only
measures internet usage at
home and at work and does
not include usage on mobile
phones or in internet cafes.
Source: Comscore 2013 based on July

Vietnam
Social network sites

Social Network sites had 14.5mil unique
users in the last month
Rank
Site
Unique visitors
(000)
Reach
1
Facebook.com
12,150
72.4%
2
ZingMe
6,160
36.7%
3
Kenhsinhvien.net
2,242
13.4%
4
Diendanbaclieu.net
2,066
12.3%
5
Tuyensinh247.com
1,758
10.5%
According to ComScore, social networks have 14,589,000 ‘unique
visitors’. This should not be confused with ‘members’!
Source: Comscore 2013 based on July

Social networking:
penetration and profile
3D 2012 showed that social network penetration
increased tremendously since 2010: from 38% of
all internet users in 2010, to 88% in 2013, rising
to 92% amongst the 15-24 age group.
Gender*
Male
Female
49%
51%
48.3
8.5
Age 35-45
58.7
68.1
15.7
Age 25-34
82.3
39.0
Age 15-24
Age*
82.4
92.3
0
20
40
Penetration 2010
60
80
Penetration 2012
Age 15-24
18%
100
48%
%
34%
Age 25-34
Age 35-45
Penetration 2013
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months of whom
1,477 have a profile on a social network site

Zing Me users in Vietnam
6,2 million Zing Me ‘unique visitors’ in Vietnam
• Zing Me penetration of total population: 6.9%
• Zing Me penetration of internet users: 21.5%*
Age distribution
3%
6%
11%
52%
25%
Gender distribution
15-24
25-34
35-44
45-54
55+
Male
Female
46%
54%
Note: ‘unique visitors’
should not be confused
with profile members.
Source: Comscore 2013 based on July 2013, *VNNIC for Nov 2012

Facebook users in Vietnam
12,150,000** Facebook users in Vietnam
• Facebook penetration total population: 13.1%**
• Facebook penetration internet users: 34%*
• In the past month the total of FB users in Vietnam has increased by
31.5%, which makes VN world’s #16 in FB user growth rate.
1%
Age distribution
5% 1%
25%
21%
Gender distribution
13-17
18-24
25-34
47%
35-44
Males
43%
57%
Females
45-54
Source: **Comscore 2013 based on July, *VNNIC for Nov 2012
Note * * social bakers do not public a number of Facebook users

Leading Brands on Facebook
(based on last month)
Rank
Name
Local Fans
1
Zing mp3
1.066.205
2
ChonMua
866.397
3
Eway.vn
859.764
4
Lazada Vietnam
600.332
5
MegaStar Cineplex Vietnam
471.137
6
Samsung Mobile Vietnam
424.263
7
Axe Vietnam
399.338
8
Heineken
395.404
9
Kinh doanh truc tuyen
387.709
10
Appstore.vn
365.891
Source: Socialbakers 30/08/2013

Most popular Facebook pages
(based on last month)
Rank
Page
Local Fans
1
Facebook for Every Phone
2
Qua Tang Cuoc Song
2.244.804
3
Goc Thu Gian
2.237.953
4
Vo Hoai Linh
1.557.491
5
Cuoi Vo Bung
1.310.010
6
Nhat Ky
1.181.257
7
Hoc Nhung Nguoi Thich Doc Tin 24h
1.114.051
8
Hoc Tieng Anh Mien Phi
1.107.357
9
Zing mp3
1.066.205
10
Hay Noi Nhung Loi Yeu Thuong
1.047.725
10.811.342
Source: Socialbakers 30/08/2013

Vietnam
Online video

Frequency to watch Online videos
100%
90%
26
25
11
10
8
7
21
27
26
36
80%
70%
60%
12
12
8
9
11
10
9
50%
40%
32
33
31
31
10
31
30%
35
20%
10%
23
25
28
21
23
9
0%
All 15-45
At least once a day
Males
Females
2-6 days a week
Source: 3D 2013
Age 15-24
At least once a month
Age 25-34
Less often
Age 35+
Never
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online

Watch online videos – time slots &
devices
1.30 hrs/week to watch TV online
1.41 hrs/week to watch videos
online
35
31
30
70
25
60
20
63
50
40
16
12
15
30
10
5
36
3
4
20
6
10
1
0
0
Source: 3D 2013
11
7
2
2
2
0
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online

Websites to watch online videos
100
85
80
76
Adults claimed length of video clips
they usually watch online is around
9.2 min.
60
36
40
20
16
11
4
4 6
2 3
0
Most often used
1
6
1 2
1 2
0 2
0 1
Visited in P7D
Source: 3D 2013
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online

Types of video clips watched online by
User-generated content
60
41
40
23
20
18
13
13
12
12
11
10
10
0
Source: 3D 2013
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online

Types of video clips watched online by
Professional-generated content
60
49
40
26
20
15
15
14
14
12
11
10
9
0
Source: 3D 2013
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online

Vietnam
Telephone subscribers

Total telephone subscribers to Dec 2012
Total new subscribers YTD = 12.5m mobile and 16.5k fixed desk phones
This chart shows the GSO’s latest total market estimates
compared with the implied revised figure for 12 months’
previous (currently up by 3%).
Note: new method of counting number of mobile subscriptions was introduced
by the GSO in May 2011 and back-dated to 2010.
160
140
120
100
80
110.0
60
0
117.6
118.7
120.7
120.9
120.7
120.9
121.7
67.2
40
20
111.6
35.2
8.5
6.9
18.6
8.9
11.7
14.1
15.6
14.4
15.5
15.3
15.2
15.0
15.0
14.9
14.9
2005
Dec
2006
Dec
2007
Dec
2008
Dec
2009
Dec
2010
Dec
2011
Dec
2012
Mar
2012
Jun
2012
Sep
2012
Oct
2012
Nov
2012
Dec
Desk telephone
Mobile
Source: Vietnam Ministry of Information and Communications (MIC) / GSO
Note * GSO didn’t update their numbers this month, so numbers are still from
December

93% of urban adults has a mobile phone
%
90
80
2%
6%
Type of mobile phone
818082
Standard mobile phone
7%
Number of SIM cards in use
8384
Smartphone
70
60
50
I have/use both types
20%
15-17
18-24
25-29
30-34
35-45
65%
I dont know what type
my phone is
I dont have a mobile
phone
Operating System of smartphone
40
1%
30
1%
20
1515
13
9
10
11
0
0
One
Two
3 2 3 3
Three
0
2 1 1 2
Four or
more
Android
19%
3%
7%
iOS
45%
Simbian OS
Windows OS
RIM
24%
Other OS
Don't know
Source: 3D 2013 Base: 2,970 urban adults aged 15-45 of which 2,733 currently own a mobile
phone and 784 have a smartphone or don’t know their type of phone

Service Provider and 3G market share
% Market Share
3% 3%
% 3G
1%
Mobifone
39%
27%
Vinaphone
Vietnamobile
Beeline
27%
4
Vietnamobile
Viettel
S-Fone
100
8
Viettel
91
S-Fone
90
0
Beeline
85
15
Mobifone
100
90
8
Vinaphone
0
Early uptake of 3G services was
encouraging (8mil by mid-2011),
but the rate of growth has been
slower than expected.
% Prepaid
20
85
40
60
80
100
In Q1 2012 Vietnam had 15.5mil 3G
connections (+14% YoY). However, the
overall market has grown by 20%, reaching
141.6mil connections in Q1. 3G now accounts
for 11% of the market (12% in 2011).
Source: Wireless Intelligence Q1 2012

Smartphone users in Vietnam
30% of mobile
users in Vietnam
has a Smartphone
• 62% of smartphone users has accessed the internet on their
smartphone in the last 30 days
• 31% of smartphone users has used app’s, with a median of
6 app’s regularly used
• 7% of smartphone users has used Location-Based-Services
(LBS) in the last 30 days
Source: Nielsen, June 2012

Mobile Phone Brands used
Urban sample aged 15-54
100
90
80
70
60
2
2
1
4
4
8
14
50
40
30
20
10
0
58
Sharp
Sagem
Philips
Panasonic
Nec
Hitachi
Siemens
Black Berry
Motorola
Iphone
Sony Ericsson
LG
Other
Samsung
Nokia
Source: TNS Target Group Index 2011 Base: 5,096 urban adults age 15-54

Watched Live TV on computer,
Mobile or iPad/ tablet
%
18.0
16.0
16.9
Watching Live TV on a computer or mobile phone, or
iPad/ tablet is increasing: penetration has increased
from 15% in 2010 to 19% in 2012 , and to 22% in 2013
16.1
14.0
12.0
10.0
8.0
Overall looking, in every age group more males than
females have watched TV on a computer, mobile
phone, or iPad/ tablet.
11.3
9.9
7.4
5.5
6.0
4.0
5.1 4.6
3.8 3.4
2.0
0.7
1.7
0.7 1.2
2.1 1.9
0.3 0.8
0.0
Yes on computer
M 15-24
Yes on mobile phone
F 15-24
M 25-34
F 25-34
Yes on iPad/ tablet
M 35-45
F 35-45
Source: 3D 2013 Base: 2,970 adults aged 15-45

Vietnam
Advertising revenue

Online advertising expenditure
Share of advertising
expenditure*
6%
0%
4%
80%
Newspapers
Radio
TV
Magazine
Internet
In millions $
10%
10 biggest spending sectors
online (Apr 2010-March 2011)
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
4.2
2.8
2.1
2.1
2.1
1.6
1.5
1.4
1.3
1.1
*Excluding OOH
Spending on display
advertising is still a relatively
small share (4%) of the overall
advertising spend, but growing
Source: Kantar Media Net Insights Report 2011