Google internet usage report '15 vietnam

VN
Consumer
Barometer
Country Report – Vietnam

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Table of Content
Where to find what
Consumer Barometer 2015
Local Report 2
The Multiscreen World
- Internet usage 06-10
- Devices
11-15
The Smart Shopper
- Research behavior 16-27
- Purchase behavior 28-33
- Local shopper 34-36
- International 37-40
- Industries 41-90
The Smart Viewer
- Online Video 91-97

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Local Report
What is the Consumer Barometer?
The Consumer Barometer 2015 is a
tool to help you understand how
people use the internet.

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Executive Summary
The Top 3 Trends that define Vietnam
Local Report 4

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The 3 Trends in Vietnam
Local Report 5
The future is mobile
The Vietnamese use a variety of devices with smartphone being the most popular.
1 out of 3 people are using their smartphone while watching TV, and they are looking
at unrelated content.
Todays shopper is an online shopper
Many purchases are online today, but online research is also a key driver in offline
purchases. Consumers use a variety of devices, meaning that advertisers can’t just
rely on computer ads, but also need to focus on mobile.
Millions of online video views
More than 6 out of 10 young people are watching online video every day!
Most consumers use online video to relax, but 50% actively want to learn something.

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The Online and Multiscreen World
Quantify and understand internet usage and attitudes across
various devices.

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Where are the consumers? Online!
Local Report 7
8 out of 10
Source: The Connected Consumer Survey 2015
Question: How often do people go online (for personal Internet usage)?
Base: Internet users (accessing via computer tablet or smartphone)
of the Vietnamese consumers
are online at least once a day

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78
18
3
Daily Weekly Monthly or less
Vietnam is online
Local Report 8
Especially consumers under 34 years old are online often
How often do you go online? (%)
89% 87%
77%
54% 54%
11% 13% 23%
46%
46%
Under 25 25-34 35-44 45-54 Over 55
Yes No
Do you go online every day?

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Why do people go online?
Local Report 9
The consumers go online for personal reasons and to look for information
*Question asked: To what extent do you agree or disagree with the
following statements? Please evaluate each of the following statements
on a scale from 1 – strongly agree to 5 –strongly disagree.
71% use the internet for personal reasons Consumers state that the internet is the
first place they look for information*
77%

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People are even online when they’re watching TV
Local Report 10
The consumers are online while watching TV
Question: Do people go online on their devices while watching TV?
Base: Internet users (accessing via computer tablet or smartphone) | TV
Viewers | Use Internet in Parallel to TV
13%
90%
9%
Computer Smartphone Tablet
Which devices do people use to go online while watching TV (%)
Use devices to go online while
watching TV
36%

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Vietnam has more screens than ever
Local Report 11
There are 1,4 devices
connected to the internet
pr. person in Vietnam in
2015.
This is a 75% growth
from 2013
1,4devices pr. person
{

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55% are smartphone users
Local Report 12
Base: total online and offline population
Tablet Smartphone Computer
Which devices do people use?
12% 55% 46%

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How does Vietnam compare?
Local Report 13
Base: total online and offline population
63%
Which devices do people use?
Of the consumers
in Asia use a
smartphone
More than half of the consumers under 44 use a smartphone
76%
70%
57%
34%
19%
Under 25 years
25 - 34 years
35 - 44 years
45-54 years
55 and over
How does the demographics look?
Smartphone usage rate

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How do people use their smartphone?
Local Report 14
Base: Internet users (accessing via computer, tablet or smartphone)
56%
59%
23%
28%
54%
6%
23%
13%
43%
Use search engines
Visit social networks
Check email
Play games
Watch online videos
Purchase products / services
Look for product information
Look up maps and directions
Listen to music
What online activities do people do on their smartphones at least weekly?

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Search is mobile
Local Report 15
6 out of 10 are
using search
engines
via smartphones at
least weekly
…making it crucial for businesses to think mobile.

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The Smart Shopper
Focuses on the consumer purchase journey and the role of the
Internet in making purchase decisions.
Local Report 16

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3 out of 4 go online when researching products
Local Report 17
Source: The Consumer Barometer Survey 2015
are researching
online only
73%
91%
Online
Offline
Did people do any online or offline research prior to their recent purchase?
5%

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In which industries are consumers researching
online?
Local Report 18
Question: Did people do any online or offline research prior to their
recent purchase?
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
Flight Tickets
Home appliances
Car Insurances Cinema Tickets Clothing & Footwear Do it yourself
Groceries Ground Travels Hair Care Home Furnishings

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In which industries are consumers researching
online? (continued)
Local Report 19
* Over-the-counter remedies
Question: Did people do any online or offline research prior to their recent
purchase?
Base: Internet users (accessing via computer tablet or smartphone) | Answering based on
a recent purchase (in select categories)
Make-up Music
Vitamins & OTC Remedies*Televisions
Hotel Stays Laptops Mobile Phones
Personal Loans Real Estate Restaurants

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How are people researching?
Local Report 20
*found where to buy/found location/made contact
51%
66%
50% 52%
Looked for early
inspiration
Compared choices
online
Sought advice
online
Prepared for
immediate
purchase*
In which part(s) of the purchase process did people use the Internet?
The consumers use the internet to compare choices prior to purchase
What online sources did people use
to make a purchase decision?
36%
28%
70%
Brand
websites
Retailer
websites
Search
Engine

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Online advertising and research is essential
Local Report 21
For 37% of the consumers online is
the first source of product awareness
during pre-purchase research.
40%
25%
13%
12%
10%
How did people first hear about the product/offer they bought?
Previous experience
Other people
Research
Advertising
Other
What specific source informed people who first learned
of their purchased product via product research?

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Research leading to a purchase
Local Report 22
Search engines are essential in the purchase decision
70%
Use a search engine to
get informed before making
a purchase.
36%
28%
70%
26%
17%
12%
11%
Brand websites
Retailer websites
Search engine
Social networks
Online video sites
Advice sites
Price comparison sites

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Local Report 23
Answering based on a recent purchase (in select categories) |
Researched online
Smartphones and product research
23
Which devices did people use for product research? (Smartphone)
Under 25 years
25-34 years
35-44 years
45-54 years
55 and over
44%
47%
45%
32%
35%

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Smartphone users are online users
Local Report 24
Smartphone users are more likely to purchase or research products online
1. Base: Internet users (accessing via computer tablet or smartphone) |
78%
65%
Smartphone Users Smartphone Non-Users
Do you research or purchase online?

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How are smartphones used for online research?
Local Report 25
In which part(s) of the purchase process did people use a smartphone?
Answering based on a recent purchase (in select categories) |
Researched online on a smartphone
42% 43%
47%
42%
Looked for early inspiration Compared choices online Sought advice online Prepared for immediate
purchase

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People are going mobile, but some issues occur
Local Report 26
70%
are experiencing issues when accessing
websites via their smartphone
And 37% find another website
that works better on smartphone
Base: Internet users (accessing via smartphone) | Encountered difficulties
accessing websites via smartphone

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19%
81%
Online*
Offline/other
19% shop online
Local Report 27
Where did people make their purchase?
*Online/Email

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Local Report 28
Question: Did people do any online or offline research prior to their recent
purchase?
The Online Customer Journey
73%
Online research
17%
Online purchase
56%
Offline purchase

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Consumer behavior in different ages
Question: Did people research or purchase their product online or offline?
Under 25
25-34 years
35-44 years
45-54 years
Over 55 years
Research online
Purchase offline
Local Report
20%
17%
16%
19%
10%
60%
58%
50%
45%
44%
Research online
Purchase online

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Consumer behavior in various industries
Local Report 30
Base: Internet users (accessing via computer, tablet or smartphone) |
17% 17% 18% 18%
63%
2%
23%
6% 18% 17%
75%
68%
36%
61%
32%
46%
61%
51%
62%
54%
Car Insurance Cinema Tickets Clothing &
Footwear
Do It Yourself Flights
(Leisure)
Groceries Ground Travel Hair Care Home
Appliances
Home
Furnishings
Research online, purchase online Research online, purchase offline

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Consumer behavior in various industries (continued)
Local Report 31
35%
14% 13%
20%
48%
11%
17% 4%
9%
6%
50%
71%
61% 63%
26%
68%
57% 60%
71%
56%
Hotels Laptop Make-up Mobile
Phones
Music Personal
Loan
Real Estate Restaurants Television Vitamins &
OTC
Research online, purchase online
Research online, purchase offline

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Easy to find, easy of purchase!
Local Report 32
Question: How many brands were considered before purchase?
5 out of 10
of the consumers
only consider 1-2 brands
before purchase
…which makes it crucial for the brands to be top of mind

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Local Report 33
The Local Shopper
The consumer purchase journey and the role of the internet for
local business

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Local Behavior
Local Report 34
How does people research for local businesses?
66%
Researched locally
a day or less before
visiting.
… and 75% only consider 1-3
local businesses before deciding
where to buy.
Searched for information about local business(es) in the past month

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Local Shoppers research practical information
Local Report 35
28%
66%
50% Promotions
What information do people look for?
Business hours
Prices

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Smartphones and local business
Local Report 36
5 out of 10* use a smartphone when looking for local information
*54%

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The Smart Viewer
Provides insight into people's recent online video use across
different devices.
Local Report 37

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The Smart Viewer is a Mobile Viewer
Local Report 38
*At least once a month
Base: Internet users (accessing via smartphone)
9 out of 10
consumers
are watching online video
on their smartphones*

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The users watch online video at home and alone
Local Report 39
89%
of the consumers are watching
online video at home
6 out of 10 watch online video alone
*Question: With how many people did you watch video in the last week?
Watched online video in the past week | Answering based on a recent
online video session

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Why are we watching online video?
Local Report 40
67%
65%
46%
41%
30%
To relax
To be entertained
To learn
To pursue a
hobby
Find product
information 7 out of 10 of
the consumers
are watching
videos because
they want to relax
What motivated people to watch online videos in the last week?

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Tomorrow’s TV is Online
Local Report 41
78%
Of the users are watching
Online video every week
What are the users watching?
57%
are watching
music videos
28%
are watching
sport
22%
are watching
gaming videos

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Long videos in the evening
Local Report 42
online video session weekday
How long were the online videos
people watched in the last week?
10:00
47% of the consumers
watch videos that are
10 minutes or longer
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
First thing in
the morning
Morning Lunchtime Afternoon Evening Last thing in
the evening
Most people are watching online video in the evening
At what time did people watch online video
in the last week on a weekday?

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The Smart Viewer is a Focused Viewer
Local Report 43
5 out 10
watch online video content related
to their surroundings
68%
are focused when
watching online video

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Methodology
Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer
questionnaire, which is focused on the adult online population and Connected Consumer
Study, which seeks to enumerate the total adult population and is used to weight the Consumer
Barometer results.
Local Report 44

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Local Report
Methodology
Connected Consumer Survey
Population
o Target population: total population (online & offline) 16+ in each country surveyed except:
• 18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan
Sampling
o Random sampling aimed to be representative of the total population ages 16+ in all countries.
o Sample size: n=1,000 in each country surveyed (except India, where n=4,000)
Survey administration
o Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI).
o Questionnaires were administered in local language(s) for all countries surveyed
o Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews.
Weighting
o Data was weighted according to local Census data
Timing
o Enumeration surveys were administered between in Q1 2014 and 2015.

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CONTACTS:
THANK YOU!
46

Google internet usage report '15 vietnam

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