Vietnam digital lanscape
•
0 j'aime•346 vues
This document provides an overview of Vietnam's digital landscape in Q3/2015. Some key points: - Internet penetration reached 48% of the population in 2015, with significant growth over the past years. Mobile 3G subscriptions also grew remarkably from 2015 to 29.3 million. - Smartphones are now the most popular devices, used by 57% of internet users in 2015. Android is the dominant smartphone operating system. Most users are under 35 years old. - Social media, online videos, and search engines are the most popular online activities. Watching online video has surpassed TV and is often done daily. - Mobile devices are increasingly used for many online activities, with over 50% of internet users
Recommandé
Recommandé
Contenu connexe
Tendances
Tendances (12)
Similaire à Vietnam digital lanscape
Similaire à Vietnam digital lanscape (20)
Plus de thaomapu
Plus de thaomapu (14)
Dernier
Dernier (20)
Vietnam digital lanscape
- 5. 5 INTERNET USERS 0.3% 4.0% 13.0% 17.6% 21.0% 24.5% 26.5% 30.8% 34.8% 39.3% 40.2% 43.8% 47.8% 0% 10% 20% 30% 40% 50% 60% 2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 With significant growth over years, in 2015 Internet Users account for 48% Vietnam Total Population PERCENTAGE OF INTERNET USER OVER POPULATION Source: Accumulated by Moore, 2015 Base: Total Population
- 6. Besides the sharp increasing of Internet User, Mobile 3G remarked with meaning growth in 2015 compared with 2005. Mobile now has more power than ever. 6 CHANGES FROM 2005 TO 2015 82.4 12.9 0 92.0 43.9 29.3 0 10 20 30 40 50 60 70 80 90 100 POPULATION INTERNET USERS MOBILE 3G Millions VIETNAM CHANGES FROM 2005 TO 2015 2005 2015 Source: Accumulated by Moore, 2015
- 7. 4% 5% 36% 44% 93% 8% 12% 55% 46% 93% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Internet TV Tablet Smartphone Computer Mobile Phone “Moving screen” such as Smartphone and Tablet prove the highlight expansion from year to year, in which remarkably change people’s behavior in Media consumption. Source: Google, 2015 Base: Total Population 7 2014 2015 52% 140% 100% DEVICE PEOPLE USE DEVICE USED IN 2014 AND 2015
- 8. 5.5 5.1 6.3 5.2 5.2 3.9 4.7 4.1 3.7 3.3 3.2 2.7 2.6 2.3 0 1 2 3 4 5 6 7 Thailand Malaysia Philippines Indonesia Vietnam China Singapore PC - TSOI Mobile - TSOI 8 TIME SPENDING ON INTERNET (TSOI) Source: GlobalWebIndex, Q4.2014 At average, Vietnam Internet User spends about 5.2h on Mobile and 2.7h on PC
- 9. ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014 70% total online advertising revenue in Vietnam belongs to Google and Facebook 42% 27% 11% 8% 5% 3% 4% Facebook Google Admicro FPT 24H VNG Other Source: Moore Estimation 2014 9 ADVERTISING REVENUE
- 11. ONLINE ACTIVITIES ONLINE ACTIVITIES OF 18-24 YEAR OLD USERS Young People (18 – 24) spend most of time on connecting, entertaining or learning something new. Moreover, they join in online activities mainly by their smartphone. Source: Google, 2015 Base: Vietnam Internet User 11 50% 48% 46% 41% 27% 25% 16% 3% 76% 68% 69% 60% 46% 28% 31% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% Social networks Online videos Search engines Listen to music Online games Check email Look for product information Purchase products Smartphone Computer
- 12. 48% 47% 46% 36% 30% 23% 22% 2% 72% 65% 63% 46% 32% 26% 31% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% Social networks Search engines Online videos Listen to music Check email Look for product informaNon Online games Purchase products Smartphone Computer ONLINE ACTIVITIES OF 25-34 YEAR OLD USERS Social Network still be the main platform Internet User jump in besides Search and Online Video. Smartphone seems being their “must have screen” Source: Google, 2015 Base: Vietnam Internet User 12 ONLINE ACTIVITIES
- 13. ONLINE ACTIVITIES OF 35-44 YEAR OLD USERS Source: Google, 2015 Base: Vietnam Internet User 13 51% 50% 46% 35% 24% 18% 16% 3% 59% 50% 54% 38% 20% 21% 18% 4% 0% 10% 20% 30% 40% 50% 60% 70% Search engines Social networks Online videos Listen to music Check email Look for product information Online games Purchase products Smartphone Computer ONLINE ACTIVITIES Internet User at 35-44 years old spend online time the most on Search Engines, besides Social Network and Online Video, especially via their smartphone.
- 14. ONLINE ACTIVITIES OF 45-54 YEAR OLD USERS Source: Google, 2015 Base: Vietnam Internet User 14 35% 33% 23% 19% 12% 11% 8% 3% 29% 34% 37% 28% 16% 7% 12% 4% 0% 5% 10% 15% 20% 25% 30% 35% 40% Search engines Online videos Social networks Listen to music Look for product informaNon Check email Online games Puchase products Smartphone Computer ONLINE ACTIVITIES Among digital late adopter generation (45 – 54), they use computer to access to the Internet more often than smartphone. But smartphone still be the main device in some activities, especially Visiting Social Network
- 15. MEDIA ACTIVITIES DEVICE ACCESS BY TIME OF DAY 0% 5% 10% 15% 20% 25% 30% 35% 40% Before 9am 9am - Before 12pm 12pm - Before 2pm 2pm - Before 4pm 4pm - Before 6pm 6pm - Before 8pm 8pm - Before 10pm 10pm Onwards Desktop Laptop/Notebook Mobile Phone Tablet “Prime Time” for advertising is 8PM-10PM - the peak time for using Laptop and Mobile Phone Source: Nielsen, 2014 15
- 16. ONLINE ACTIVITIES BY TIME OF DAY 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Before 9am 9am - Before 12pm 12pm - Before 2pm 2pm - Before 4pm 4pm - Before 6pm 6pm - Before 8pm 8pm - Before 10pm 10pm Onwards Social Media Online News Online Video (+ Internet TV) Online Shopping Source: Nielsen, 2014 16 MEDIA ACTIVITIES “Prime Time” for advertising is 8PM-10PM - the peak time for jumping in Social Media, Online Video, even Online Shopping
- 18. ONLINE VIDEO ACTIVITIES POPULAR SOURCE OF ONLINE VIDEO (IN PAST 12 MONTHS) (Not include on Facebook) 18 4% 5% 18% 24% 37% 38% 40% 60% 90% 0% 20% 40% 60% 80% 100% nhaccuatui.com vnexpress.net soha.vn vietnamnet.vn clip.vn kenh14.vn dantri.com.vn 24h.com.vn YouTube Source: Nielsen, 2014 Base: Vietnam Internet User who watched online video In 2015, dantri, kenh14 and clip.vn dominated as main platform besides Youtube in which people consume Online Video
- 19. ONLINE VIDEO ACTIVITIES FREQUENCY OF ONLINE VIDEO WATHCHED 19 Source: Google, 2015. Base: Vietnam Internet User who watched online video 3% 8% 10% 36% 42% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Less than once a month Never Monthly Weekly Daily Internet User behavior is now changing sharply. They usually watch online video instead of TV more than ever before
- 20. ONLINE VIDEO ACTIVITIES FREQUENCY OF ONLINE VIDEO WATHCHED IN DETAIL 20 Source: Nielsen, 2014 27 38 17 12 0 4 60 26 9 4 2 1 0 10 20 30 40 50 60 70 Daily Weekly Monthly In past 12 month Not in past 12 month Never done Downloading Video Streaming Video Streaming Video tend to be dominated than Downloading Video
- 21. ONLINE VIDEO ACTIVITIES ONLINE VIDEO WATCHED’S MOTIVATION 21 Source: Nielsen, 2014 Base: Vietnam Internet User who watched online video 19% 22% 26% 46% 65% 67% 0% 10% 20% 30% 40% 50% 60% 70% 80% To find out something new To feel connected with people To stay up to date To learn something new To be entertained/inspired To relax/escape
- 22. ONLINE VIDEO ACTIVITIES ONLINE VIDEO WATCHED DURING DAYTIME 22 Source: Nielsen, 2014 Base: Vietnam Internet User who watched online video 15% 12% 14% 43% 8% 5% 11% 62% 0% 10% 20% 30% 40% 50% 60% 70% In the morning During lunchtime In the afternoon In the evening Weekday Weekend Almost Internet Users (62%) watch online video in the evening
- 24. 15.7 19.7 27.5 29.3 11.9% 15.9% 19.8% 21.4% 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% - 5.0 10.0 15.0 20.0 25.0 30.0 35.0 2012 2013 2014 2015 VIETNAM 3G SUBSCRIPTION Số thuê bao 3G 3G trên tổng thuê bao di động 3G SUBSCRIPTION Millions 3G Subscriptions % 3G Subscriptions over total subscriptions 24 Source: Accumulated by Moore, 2015
- 25. VIETNAM SMARTPHONE MARKET 25 Source: Nielsen, 2014 57% 43% Smartphone Feature Phone SMARTPHONE & FEATURE PHONE 64% 19% 9% 3% 2% Android IOS Window 8 Window 7 Other SMARTPHONE OPERATION SYSTEM Within smartphone operation system, Android is surpassing. IOS takes in 2nd.
- 26. SMARTPHONE USER DEMOGRAPHIC Source: Nielsen, 2014; VSERV, 2013 76% 70% 57% 34% 19% 0% 20% 40% 60% 80% Under 25 25 - 34 35 - 44 45 - 54 55 and over SMARTPHONE USERS BY AGE 26 52% 48% MALE FEMALE SMARTPHONE USERS BY GENDER Vietnam Smartphone User is dominated by early digital adopter generation ( < 35 years old)
- 27. 6% 13% 23% 23% 28% 43% 54% 56% 59% 0% 10% 20% 30% 40% 50% 60% 70% Purchase Products/services Maps and Directions Product Information Searching Check Email Play Game Listen to Music What Online Video Use Search Engine Visit Social Network SMARTPHONE USER ACTIVITIES ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly) Source: Google, 2015 Base: Internet User who have smartphone 27
- 28. 28 SMARTPHONE USER ACTIVITIES 44% Of simultaneous use is looking at RELATED content 56% Of simultaneous use is looking at UNREATED content Source: Millward Brown, 2014 While watching TV, people still use their “second screen” to browse for both related and unrelated content
- 29. 29 MOBILE’S SHARE OF WEB TRAFFIC Source: GlobalWebIndex, 2014 50% 36% 35% 34% 21% 21% 20% 0% 10% 20% 30% 40% 50% 60% Indonesia Thailand Malaysia Singapore Philippines China Vietnam Mobile's share of website traffic
- 30. VIETNAM OTT OVERVIEW 30 32 29 23 12 4.5 0 5 10 15 20 25 30 35 Zalo FB Messenger Viber Line WhatApps Number of OTT users in Vietnam Source: According to OTT Vendors, Moore Estimation, 2015 Zalo in Q3/2015 surpasses Facebook Messenger in number of User
- 32. 32 06 VIETNAM SOCIAL NETWORK Go Mobile & Always On
- 33. FACEBOOK USERS NUMBER OF FACEBOOK ACTIVE USERS 33 18.85 23.16 32 0 10 20 30 40 2013 2014 2015 Millions 14.7 19.7 29 0 10 20 30 40 2013 2014 2015 Millions NUMBER OF FACEBOOK ACTIVE USERS ON MOBILE From 2013 to 2015, number of Facebook Active User increased average 23%. Especially, the number of User Active on Mobile growth significantly as 36%. It’s time to go mobile. + 40% + 30% Source: Facebook, 2015