Consumer Barometer 2015

Consumer
Barometer
Country Report Vietnam
VN
Table of Content
Where to find what
The Multiscreen World

-
Internet usage
Devices
11-15
06-10
The Smart Shopper

-
Research behavior
Purchase behavior
Local shopper
International
Industries
The Smart Viewer

-
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Online Video
Consumer Barometer 2015

Local Report
16-27
28-33
34-36
37-40
41-90
91-97
SLIDE 2
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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SLIDE 3
Executive Summary
The Top 3 Trends that define Vietnam
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SLIDE 4
The 3 Trends in Vietnam

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 cant 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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SLIDE 5
The Online and Multiscreen World

Quantify and understand internet usage and attitudes across
various devices.
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SLIDE
Where are the consumers? Online!
8 out of 10
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of the Vietnamese consumers

are online at least once a day
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)
SLIDE 7
Vietnam is online
Especially consumers under 34 years old are online often
How often do you go online? (%)
Do you go online every day?
18
89%
87%
77%
54% 46%
78
46%
11%
Daily
Weekly
13%
23%
Monthly or less
Under 25
25-34
35-44
Yes
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54%

Local Report

45-54
No
SLIDE 8
Over 55
Why do people go online?

The consumers go online for personal reasons and to look for information
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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*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.
SLIDE 9
People are even online when theyre watching TV

The consumers are online while watching TV
Which devices do people use to go online while watching TV (%)
90%
36%
13%
Use devices to go online while
watching TV
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Computer
9%
Smartphone

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
Tablet
SLIDE 10
Vietnam has more screens than ever
1,4
devices pr. person
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There are 1,4 devices

connected to the internet
pr. person in Vietnam in
2015.
This is a 75% growth
from 2013
SLIDE 11
55% are smartphone users

Which devices do people use?
Tablet
12%
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Smartphone
55%
Base: total online and offline population
Computer
46%
SLIDE 12
How does Vietnam compare?

More than half of the consumers under 44 use a smartphone
Which devices do people use?
How does the demographics look?

Smartphone usage rate
55 and over
63
45-54 years
19%
34%
35 - 44 years
Of the consumers
in Asia use a
smartphone
57%
25 - 34 years
70%
Under 25 years
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Base: total online and offline population
76%
SLIDE 13
How do people use their smartphone?

What online activities do people do on their smartphones at least weekly?
Listen to music
Look up maps and directions
43%
13%
Look for product information

Purchase products / services
23%
6%
Watch online videos
54%
Play games
Check email
28%
23%
Visit social networks
59%
Use search engines
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56%

Base: Internet users (accessing via computer, tablet or smartphone)
SLIDE 14
Search is mobile
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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SLIDE 15
The Smart Shopper

Focuses on the consumer purchase journey and the role of the
Internet in making purchase decisions.
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SLIDE 16
3 out of 4 go online when researching products

Did people do any online or offline research prior to their recent purchase?
91%
Offline
5%
73%
Online
are researching
online only
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Source: The Consumer Barometer Survey 2015

SLIDE 17
In which industries are consumers researching

online?
Car Insurances
Groceries
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Cinema Tickets
Ground Travels

Local Report
Clothing & Footwear
Hair Care
Do it yourself
Home appliances

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 Furnishings
SLIDE 18
In which industries are consumers researching

online? (continued)
Hotel Stays
Personal Loans
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Laptops
Real Estate

Local Report
Make-up
Restaurants
Mobile Phones
Televisions
* 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)
Music
Vitamins & OTC Remedies*
SLIDE 19
How are people researching?

The consumers use the internet to compare choices prior to purchase
In which part(s) of the purchase process did people use the Internet?
66%
51%
What online sources did people use

to make a purchase decision?
52%
50%
70%
36%
Looked for early

inspiration
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Compared choices
online

Local Report
Sought advice
online
Prepared for
immediate
purchase*

*found where to buy/found location/made contact
Brand
websites
SLIDE 20
28%
Retailer
websites
Search
Engine
Online advertising and research is essential

How did people first hear about the product/offer they bought?
10%
Previous experience
12%
40%
Other people
Research
13%
Advertising
25%
Other
For 37% of the consumers online is

the first source of product awareness
during pre-purchase research.
What specific source informed people who first learned
of their purchased product via product research?
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SLIDE 21
Research leading to a purchase

Search engines are essential in the purchase decision
70
Use a search engine to

get informed before making
a purchase.
Price comparison sites
11%
Advice sites
12%
Online video sites
17%
Social networks
Search engine
Retailer websites
Brand websites
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26%

70%
28%
36%
SLIDE 22
Smartphones and product research

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

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

SLIDE 24
How are smartphones used for online research?

In which part(s) of the purchase process did people use a smartphone?
42%
43%
Looked for early inspiration Compared choices online
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47%
42%
Sought advice online

Researched online on a smartphone
Prepared for immediate

purchase
SLIDE 25
People are going mobile, but some issues occur
70
are experiencing issues when accessing

websites via their smartphone
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And 37% find another website

that works better on smartphone

Base: Internet users (accessing via smartphone) | Encountered difficulties
accessing websites via smartphone
SLIDE 26
19% shop online

Where did people make their purchase?
19%
Online*
81%
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*Online/Email
Offline/other
SLIDE 27
The Online Customer Journey

Online research
73%
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Online purchase
Offline purchase
17%
56%

Local Report

Question: Did people do any online or offline research prior to their recent
purchase?
SLIDE 28
Consumer behavior in different ages

Research online
Purchase offline
Over 55 years
44%
45-54 years
Under 25
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10%
19%
45%
35-44 years
25-34 years
Research online
Purchase online
16%
50%
17%
58%
20%
60%

Local Report

Question: Did people research or purchase their product online or offline?
SLIDE
Consumer behavior in various industries

Research online, purchase online
Research online, purchase offline
75%
68%
61%
63%
62%
61%
36%
17%
17%
Car Insurance Cinema Tickets
18%
32%
Do It Yourself
Footwear
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23%
18%

Local Report
Flights
Groceries
18%
6%
2%
Clothing &
54%
51%
46%
Ground Travel
Hair Care
(Leisure)

Base: Internet users (accessing via computer, tablet or smartphone) |
17%
Home
Home
Appliances
Furnishings
SLIDE 30
Consumer behavior in various industries (continued)

Research online, purchase online
Research online, purchase offline
71%
63%
61%
71%
68%
60%
57%
50%
56%
48%
35%
26%
20%
14%
Hotels
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Laptop
13%
Make-up

Local Report
11%
Mobile
Phones
Music
Personal
Loan
17%
4%
9%
Real Estate Restaurants

Television
SLIDE 31
6%
Vitamins &
OTC
Easy to find, easy of 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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Question: How many brands were considered before purchase?
SLIDE 32
The Local Shopper

The consumer purchase journey and the role of the internet for
local business
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SLIDE 33
Local Behavior
How does people research for local businesses?
66
Researched locally
a day or less before
visiting.
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and 75% only consider 1-3

local businesses before deciding
where to buy.

Searched for information about local business(es) in the past month
SLIDE 34
Local Shoppers research practical information

What information do people look for?
50%
Promotions
66%
28%
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Prices
Business hours

Local Report

SLIDE 35
Smartphones and local business

5 out of 10* use a smartphone when looking for local information
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*54%
SLIDE 36
The international Shopper

The consumer purchase journey and the role of online for
international purchases
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SLIDE 37
How big is international purchase?

Half of the consumers
have made an
international purchase
Which products do people purchase in other countries?
28%
26%
23%
19%
Beauty and health
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Books, CDs, DVDs or

games
Clothing, accessories and

footwear

Base: Internet users (accessing via computer tablet or smartphone) | Ever
purchased a product / service online from abroad
SLIDE 38
Computer Hardware
Why do people purchase products online from foreign

countries?
54
26
Expect more expensive

delivery prices
38
38%
shop in foregin countries

to get a better quality
products
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Why did people purchase products online from foreign countries?
SLIDE 39
Challenges of international purchase

Most consumers have made an international puchase, but some issues ouccur
5 out of 10 experience issues

concerning the website usability
A common issue is
that delivery time is too long
39
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%
SLIDE 40
The Smart Shopper Car insurance

The consumer purchase journey and the role of the internet in
making their last purchase decision
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SLIDE 41
Car insurance: Highlights

The consumers compare
insurance policies online
61%
63%
34%
Compared Got ideas

choices
Look for
opinions
How did people use the Internet to

help make their purchase decision?
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Online research has a

substantial impact on
offline purchases
75
Search engines are a

key driver in online purchase
86%
56%
29%
21%
Researched online before

purchasing offline
Did people research or purchase

their product online or offline?
Researched online
Brand
websites
Retailer
websites
Search
Engine
Price
Comparison
What online sources did people

use to make a purchase decision?
SLIDE 42
Car insurance: Highlights

More than half are using
their smartphone when
researching car insurance
53
People will try to find another

website that works better
on their smartphone*
37
Which devices did people

use for product research?
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70% are encountering

issues accessing
websites via smartphone*

Local Report
How often do people encounter

issues accessing websites via smartphone?
What do people do after encountering issues

accessing websites via smartphone?

*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair
Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile
Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC
Remedies
SLIDE 43
The Smart Shopper Cinema tickets

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SLIDE 44
Cinema tickets: Highlights

Many consumers
buy cinema tickets online
17
6 out of 10 of all
purchases are made
for a social gathering
Offline purchases
begin online
68%
17%
Research online, Research online,
purchased online purchased offline
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What motivated peoples purchase?

Researched online

SLIDE 45
Cinema tickets: Highlights

44% are using
their smartphone when
researching for cinema tickets

issues accessing
People will try to find another

37
Find another website

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Remedies Base: Internet users (accessing via computer, tablet or smartphone) |
SLIDE 46
The Smart Shopper Clothing & footwear

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SLIDE 47
Clothing & footwear: Highlights

The consumers research online
prior to purchase
54
3 out of 10 the consumers use

a smartphone to research clothing & footwear
81%
30%
5%
Research online
Smartphone
What online or offline research did people
do prior to their recent purchase?
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Computer
Tablet
Which devices did people use for product research?

Researched online
SLIDE 48
Clothing & footwear: Highlights

18% of the
consumers made their
latest purchase online
The consumers
research online and buy
offline afterwards
36
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More than half purchase clothing

and footwear to meet
an urgent need

Researched online
52
What motivated people's product purchase?
SLIDE 49
The Smart Shopper Do it yourself

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SLIDE 50
Do it yourself: Highlights
Offline purchases begin online
The internet has a

purchase
61%
18%
16%
Research online /
Purchase online
Research online /
Purchase offline
Research offline /
Purchase online

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78
research online
prior to purchase

Researched online
SLIDE 51
Do it yourself: Highlights
59% are using the internet for
comparing prices and products
People make their purchase

because they had an
urgent need
46
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What motivated people's

product purchase?
Researched online
SLIDE 52
The Smart Shopper Flights (leisure)

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SLIDE 53
Flights (leisure): Highlights

93% use search engines
when purchasing
flight tickets
94% of the consumers

research flight tickets
online
Among the consumers
63%
buy flight tickets online
93%
#1
7%
Used
Not used

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Researched online
SLIDE 54
Flights (leisure): Highlights

Consumers use
airline websites to purchase
flight tickets
89%
8%
The consumers
compare flights online
69
63% of the
consumers only research
and purchase online
Compared choices
Airline
Travel Agent
On what type of website did people

make their online purchase?
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In which part(s) of the purchase process did

people use the Internet??
Researched online

SLIDE 55
The Smart Shopper Groceries

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SLIDE 56
Groceries: Highlights
In Vietnam the
consumers use a smartphone
for online research
61% use the Internet

to compare prices
1 out of 4 buy
their groceries on offer
61%
34%
35%
Compared prices

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Get Locations
How did people use the Internet

to help make their purchase decision?
Researched online

product purchase?
SLIDE 57
The Smart Shopper Ground Travel

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SLIDE 58
Ground travel: Highlights

8 out of 10 of the
consumers use search engines
for their purchase decision
9 out of 10 research online

prior to
purchase
61% of people both

research online before
purchasing offline
83%
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Researched online
Did people research or purchase their

product online or offline?
SLIDE 59
The Smart Shopper Hair Care

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SLIDE 60
Hair Care: Highlights

24% only consider
one brand prior
to purchase
but 58% research online

before making a purchase
The consumers use

the internet to compare
products and prices
60
Used the internet to make

comparisons
How many brands did people consider

before product purchase?


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Remedies
SLIDE 61
The Smart Shopper Home appliances

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SLIDE 62
Home appliances: Highlights

2 out of 10 purchases home appliances online
The consumers compare products,

prices and features online
before purchase
82%
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Researched online
SLIDE 63
Home appliances: Highlights

8 out of 10 consumers buy home
appliances based on a urgent need
The consumers
research their purchased
products online
80
Online determines offline!

62% researched online
before purchasing offline
research online
prior to purchase

product purchase?
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Researched online

SLIDE 64
The Smart Shopper Home furnishings

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SLIDE 65
Home furnishings: Highlights

The consumers
purchases were driven
by online research
Online research effect both online and offline sales
54%
71
research online
prior to purchase

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17%
Research online,
purchase online
Research online,
purchase offline
Did people research or purchase their product online or offline?

Researched online
SLIDE 66
The Smart Shopper Hotel (leisure)

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SLIDE 67
Hotels (leisure): Highlights

1 out of 3 purchases
their hotel stay online
87% research hotels

online before purchase
.but what online research

are the consumers doing?
68%
44%
87%
27%
Watch online Compared Looked up

video
choices
reviews
Where did people make

their purchase?
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Did people do any online or offline

research prior to their recent purchase?
Researched online

SLIDE 68
Hotels (leisure): Highlights

Half the consumers
research online
prior to offline purchase
50
Hotel chain websites

is the most popular place
to purchase hotel stays
VN
28%
Hotel chain
Price comparison
websites
26%

Local Report
29%
Travel Agent

Researched online
SLIDE 69
The Smart Shopper Laptops

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SLIDE 70
Laptops: Highlights
purchase their laptop
on promotion
but 84% research online

before making a purchase
And over half use

smartphone for doing
online research
55
VN

Local Report

Which devices did people use

for product research?

Base: Internet users (accessing via computer, tablet or smartphone) | Answering based on
a recent purchase (in select categories) | Researched online
SLIDE 71
The Smart Shopper Make-up

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SLIDE 72
Make-up: Highlights
purchase on promotion
Consumers research online

prior purchase
74
61% of the consumers who makes a

purchase in a store research online
prior to purchase
61%
13%
Did online research before

making a purchase
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Researched online
Research
online/purchase
online
Research
online/purchase
offline

SLIDE 73
Make-up: Highlights
42% are researching for
make-up on their
smartphone

issues accessing
Many will try to find another

42%
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37%


Remedies
SLIDE 74
The Smart Shopper Mobile phones

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SLIDE 75
Mobile phones: Highlights

Online research
is big
91%
73%
Offline sales begin online
63
82% are influenced by

search engines when
making a purchase decision
Did online research before

making a purchase offline
Online
Offline
What online or offline research did people do

prior to their recent purchase?
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Researched online
What online sources did people use

to make a purchase decision?
SLIDE 76
Mobile phones: Highlights

26% are researching
using their smartphone
23% are buying their

mobile phones on a
suparmarket website
23
20
13
44
Supermarket
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Retailer
Other

Researched online
SLIDE 77
Auction
The Smart Shopper Music

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Local Report
SLIDE 78
Music: Highlights
53% of the
consumers are purchasing
music online.
53
5 out of 10 use a
smartphone for doing
online research
VN
74% research online

before purchasing
music

Local Report

do prior to their recent purchase.?
Researched online

SLIDE 79
The Smart Shopper Personal Loan

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SLIDE 80
Personal Loan: Highlights

The consumers
research online
prior to taking out a loan
79
and 75% do so via

a search engine
while 1 out of 10 end up making

their purchase online
Research online

VN

Local Report

Researched online
SLIDE 81
The Smart Shopper Real Estate

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SLIDE 82
Real Estate: Highlights

The consumers
research online
prior to purchasing real estate
76
57% use a smartphone

for online research
57% of offline real estate

sales begin online


Research real estate online

prior to purchase
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Local Report

Researched online
SLIDE 83
The Smart Shopper Restaurants

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SLIDE 84
Restaurants: Highlights
Restaurant guests
are often motived by
a promotion/discount
39
63% of all sales are

driven by online
research
VN
50% use a smartphone

for online research

Local Report


Researched online

SLIDE 85
The Smart Shopper Television

VN

Local Report
SLIDE 86
Television: Highlights
The consumers use
a search engine when making
their purchase decision

use a smartphone for
online research
79%
21%
Used
Not used

VN

Local Report


Researched online
SLIDE 87
Television: Highlights
The consumers use
a variety of websites
for their online purchases
23%
Online research has a

offline purchase
71
39%
38%
Supermarket
Electronics Retailer
Others

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Local Report
20% bought their

latest TV-set on promotion
Researched online before

purchasing offline

Researched online
What motivated people's product purchase?
SLIDE 88
The Smart Shopper Vitamins & OTC remedies

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SLIDE 89
Vitamins & OTC remedies: Highlights

Consumers use the internet
to compare prices
and products
53
40% researches just

moments before
Making their purchase
62% use the internet

for research
Compare products/prices online

to make a purchase decision
In which part(s) of the purchase

process did people use the Internet?
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Local Report
When did people start researching

their product purchase?
Researched online
What online or offline research did people do

prior to their recent purchase?
SLIDE 90
The Smart Viewer

Provides insight into people's recent online video use across
different devices.
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SLIDE 91
The Smart Viewer is a Mobile Viewer
9 out of 10
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Local Report
consumers
are watching online video
on their smartphones*

*At least once a month
Base: Internet users (accessing via smartphone)
SLIDE 92
The users watch online video at home and alone
89%
6 out of 10 watch online video alone
of the consumers are watching

online video at home
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Local Report

*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
SLIDE 93
Why are we watching online video?
Find product
information
To pursue a
hobby
To learn
To be entertained
To relax
30%
41%
46%
65%
67%
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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Local Report

SLIDE 94
Tomorrows TV is Online
What are the users watching?
78
Of the users are watching

Online video every week
57%
22%
are watching
gaming videos
are watching
music videos
28%
are watching
sport
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Local Report

SLIDE 95
Long videos in the evening

watch videos that are
10 minutes or longer
10:00
How long were the online videos
people watched in the last week?
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Local Report
Most people are watching online video in the evening

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
First thing in
the morning
Morning
Lunchtime
Afternoon
Evening
At what time did people watch online video

in the last week on a weekday?
online video session weekday
SLIDE 96
Last thing in
the evening
The Smart Viewer is a Focused Viewer
5 out 10
watch online video content related
to their surroundings
68%
are focused when
watching online video
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Local Report

SLIDE 97
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.
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Local Report
SLIDE 98

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.
VN

Local Report
SLIDE 99

Methodology
Consumer Barometer Survey
Population
Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products from
the product list. Depending on the country we focused on the population 16+ except:
Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan
Sampling
o Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries
o Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and
smartphone usage to ensure local representativness for the online population
Survey administration
o Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews
o Questionnaires were administered in local language(s) for all countries surveyed
o Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries
Weighting
o The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted
Timing
o Consumer Barometer surveys were administered in 2014 and 2015.
VN

Local Report
SLIDE 100
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SLIDE 101

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Consumer Barometer 2015 - Vietnam

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Consumer

The Multiscreen World

The Smart Shopper

The Smart Viewer

What is the Consumer Barometer?

The Consumer Barometer 2015 is a