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
70 60 50 40
+11.8%
+13.2%

80
70 60 50 1999 2009 40 30 20 10 0 Female Male Urban Rural
+40.7% + 3.7%

30
20 10 0

1999 2009

Source: Government Statistics Office of Vietnam - Census Date: 1 Apr 2009

Vietnams population is excitingly young

6%
100 90 80 70 60 50 40 30 20 10 0

17% 15% 17% 20% 25%

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

% of total population Vietnams median age is currently 28.7 years

Source: CIA website July 2013

% of Provincial Population Urban

Over 65% 41 64% 3 provinces* 7 provinces**

30 40%
17 29% 0 16%

7 provinces
24 provinces 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 49 124 FTA TV

16 48 46

135

Internet Newspapers Magazines

Radio
128

84

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

(Japan 79%))
(Taiwan 69%) (China 40%)
Excl. Hong Kong (68%)

Myanmar 1%
Laos 8% Thailand 36% Vietnam 35.6%* Cambodia 16% Malaysia 61% Singapore 75% Vietnam reached: 10% in Sep 2005 20% in July 2007 30% in Sep 2010 Brunei 78%

Vietnam has one of the fastest growing and highest penetration of Internet Users in South East Asia. All Asia = 27.5%

Philippines 32%

All Europe = 63.2%

N. America = 78.6% 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

40 35 30 25 20 17.7 15 12.9 10 7.7 5 0
2003 2004 2005 2006 2007 2008 2009 2010 2011 Dec Dec Dec Dec Dec Dec Dec Dec Dec

% of population
31.1 26.6 24.4 35.1

Yr End Totals 2003 2004 2005

No. of Users

% YoY growth

3,098,007 6,345,049 10,710,980 +105% + 69%

22.0

2006
2007 2008 2009 2010 2011

14,683,783
18,551,409 20,834,401 22,779,887 26,784,035 30,552,417

+ 37%
+ 26% + 12% + 9% +18% +14%

3.8

November 2012: 31,304,211 users = 35.6% penetration (+2.6% YoY)

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
26.47 26.57

26.73

26.88

26.98

15.00 10.00
14.16 17.26 10.50 0.21 0.52 1.29 18.78 19.81

23.14

5.00 0.00

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 3.0 4.1 4.3

2.4 2.0 1.6 9.3

VNPT

FPT Viettel

2
1.3

2.0

27.3

57.4

SCTV
CMC Telecom Others

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)

Profile of urban Internet users age 15-45 Occupation of Internet users

100% 6% 19 29 80% 70% 60% 50% 19 40% 30% 20% 10% 0% Urban Popn Average age: 29.1 Internet Users 26.7 16 22 27% 24% 37% 25 20 16 20 14 35-45 30-34 25% 31% 8% 30%
Student Employed professional/office Employed - other Housewife Unemployed

90%

25-29
20-24 15-19

SEC of Internet users

(Index compared to total urban popn.) 2% 10% A (123) B (112) C (98) D (59) 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 of Internet users Gender profile of internet users per age group

% 100
49% 51% Male Female

80 60 40

49

51

51

51 20 0
Age 15-24

49

49

Age 25-34

Age 35-45

Male

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 80
65 Total Age 15-24 92 85 79 81 79 72 59 53 42 28 30 24 52 47 Age 25-34 Age 35-45

94 88 84

70

70

60

58

54 38

58

40
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
160 140 120 100 80 60 40
135 123 141 130 114 115

Frequency use Internet

All 15-45 15-24 25-34 35-45 0 Everyday
70 14 11 41

72
70 61 16

14
13

9 41
12 41 18 32

50

100 4-6 days a week

2-3 days a week

Less often

Once a week

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

% 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/caf (17% in 2013, 21% in 2010, 35% in 2008 and 65% 2006)
Where access the internet
86
85

100 90 80 70 60 50 40 30 20 10 0

%
Weekdays Weekends 45 40 35 30 25 20 15 10 5 0

When usually use internet

40 29 24 19 15 16 18

38
14 17 17 15 13 14 7

98

911

34

43

11

24

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% 80% 70% 60% 50% 40% 30%
59 29 6 6 17 4 17 10 11 28 27 28 28 27 31 28 10 28 18 45 39 35 35 28 28 25 20 26 9 12 13 54 23 28 25 32 31 33 40 42 38 49 62 17 10 9 15 18 18 18 16 16 15 14 24 15 12 11 18 30 10

45

46

22

10

64

14 14 17 16

57

25

20%
10% 0%

Frequently

Sometimes

Rarely

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 70 60 50 40 30
50 20 46 43 42 41 40 23 20 24 29 25 24 22 31 16 16 16 36 20 31 20 6 15

26
10 6

23

21 31 41 8 6 11 14 14 16 29 21

43

11

50

46

37

39

42

48

45

45 53 73 70 14 12

11

15

23

26

29

20
10 0

5 10

23

10
14

21

19

16

16

16

15

14

14

12

12

11

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
8 31 29 29 37 9 21 6 8 11 12 13 16 37 59 53 52 50 56 54 61 59 62 54 63 67 65 78

60 50 40 30
45

16

24
17 22 7 10 12 12 11 18 16 16 12 15 12 12 8

13
41 41 37 31

17

20 15 18 16

11 14
12

12 18 5 10 9 3

20
10 0

14
12

25

21

21

21

19

17
9 8 5

Frequently

Sometimes

Rarely

Never

Source: 3D 2013 Base: 390 adults aged 35-45 who used internet in last 3 months

Most popular Web Searches

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

Source: Google Insights for Search as at 4 September 2013

Top Online Interests

#
1 2 3 4 5 Search/Navigation Portals Social Networking Multimedia General News
Unique Visitors (000) % Reach

15,367 15,028 14,589 13,875 12,943

91.6 89.6 86.9 82.7 77.1

6
7 8 9 10

Entertainment - Music
Newspapers Entertainment News Downloads Online Gaming

12,314
11,338 10,569 10,408 10,279

73.4
67.6 63.0 62.0 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

#
11 12 13 14 15 Entertainment Movies Email Blogs XXX Adult Classifieds
Unique Visitors (000) % Reach

10,246 9,074 8,477 7,616 6,489

61.1 54.1 50.5 45.4 38.7

16
17 18 19 20

Discussion/ Chat
Information Teens Humor Family&Parenting

6,231
6,111 5,768 5,766 5,563

37.1
36.4 34.4 34.4 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
358 396

300
261

200
133

181 60 83

100

14

35

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 2 3 4 5 Google.com.vn Facebook.com Google.com Youtube.com Zing.vn (1) (2) (3) (4) (5) 11 Blogspot.com (11)

12 Haivl.com
13 Vatgia.com 14 Kenh14.vn 15 Qtrax.com 16 Ngoisao.net 17 Giaoduc.net.vn 18 Soha.vn 19 Vov.vn 20 Tinhte.vn
(previous months ranking in brackets)

(14)
(13) (12) () (16) (15) (19) () ()

6 7
8 9

Vnexpress.net Cococ.com
24h.com.vn Yahoo.com

(6) ()
(7) (8) (9)

10 Dantri.com.vn

Based on the last months average daily traffic

Source: Alexa 04/09/2013

Most popular online gaming websites

Rank 1 2 3 4 5 6 Online Gaming websites Vuigame.vn (4) Yahoo! Games (3) Unigame.vn (2) Zing Play (5) Gamevui.com (6) Ongame.vn (7) Unique visitors (000) 1.832 1.465 1.367 1.262 1.171 1.004

7
8 9 10

Sohagame.vn ()
King.com () Trochoiviet.com (8) Musinhmenh.com ()

999
916 901 863
Note: ComScore only measures internet usage at home and at work and does not include usage on mobile phones or in internet cafes.

In total 10,279,000 unique visitors play online games

(previous months ranking in brackets)

Source: Comscore 2013 based on July

Vietnam
Social network sites

Social Network sites had 14.5mil unique users in the last month
Rank Site Facebook.com ZingMe Kenhsinhvien.net Diendanbaclieu.net Tuyensinh247.com Unique visitors (000) 12,150 6,160 2,242 2,066 1,758 Reach 72.4% 36.7% 13.4% 12.3% 10.5%

1
2 3 4 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
49% 51% Age 35-45 Age 25-34 Age 15-24 0 20
8.5 15.7 39.0

Female

48.3 58.7 68.1

82.3
82.4 92.3 40 60 80 100 18%

Age*
Age 15-24 48% Age 25-34 Age 35-45

Penetration 2010 Penetration 2012

34%

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% 15-24 25-34 35-44 45-54 55+

Gender distribution

11%
52%

Male Female 46%

54%

25%

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 worlds #16 in FB user growth rate.

Age distribution 1% 5% 1%

Gender distribution 13-17 18-24 25-34 35-44 45-54 55+

21%
25% 47%

43% 57%

Males Females

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 1 2 3 4 5 6 Name Zing mp3 ChonMua Eway.vn Lazada Vietnam MegaStar Cineplex Vietnam Samsung Mobile Vietnam Local Fans 1.066.205 866.397 859.764 600.332 471.137 424.263

7 8
9 10

Axe Vietnam Heineken

Kinh doanh truc tuyen Appstore.vn

399.338 395.404
387.709 365.891

Source: Socialbakers 30/08/2013

Most popular Facebook pages (based on last month)

Rank 1 2 3 4 5 6 7 8 9 10 Page Facebook for Every Phone Qua Tang Cuoc Song Goc Thu Gian Vo Hoai Linh Cuoi Vo Bung Nhat Ky Hoc Nhung Nguoi Thich Doc Tin 24h Local Fans 10.811.342 2.244.804 2.237.953 1.557.491 1.310.010 1.181.257 1.114.051

Hoc Tieng Anh Mien Phi

Zing mp3 Hay Noi Nhung Loi Yeu Thuong

1.107.357
1.066.205 1.047.725

Source: Socialbakers 30/08/2013

Vietnam
Online video

Frequency to watch Online videos

100% 90% 80% 70% 11 8 10 7 9 33 31 31 31 35 23 All 15-45
At least once a day

26

25

27

21 12

26 36 11 9 10 10

12

60%
50% 40% 30% 20% 10% 0%

32

25

21 Females

28

23 9 Age 25-34
Less often

Males
2-6 days a week

Age 15-24

Age 35+
Never

At least once a month

Source: 3D 2013

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 30 25 20 15 10 5 0 3 4 12 16 31 70 60 50 40 36 63

30
20

6
1 0

11

10 0

Source: 3D 2013

Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online

Websites to watch online videos

100 85 80 60 40 20 0 11 4 36 16 4 6 76

Adults claimed length of video clips they usually watch online is around 9.2 min.

2 3

1 2

1 2

0 2

0 1

Most often used

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

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

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 GSOs latest total market estimates compared with the implied revised figure for 12 months previous (currently up by 3%).
160 140 120 100 80
110.0 111.6 117.6 118.7 120.7 120.9 120.7 120.9 121.7

Note: new method of counting number of mobile subscriptions was introduced by the GSO in May 2011 and back-dated to 2010.

60 40 20 0
35.2 8.5 6.9 18.6 8.9 11.7 14.1 15.6 14.4 15.5 15.3 67.2

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 Mobile

2012 Jun

2012 Sep

2012 Oct

2012 Nov

2012 Dec

Desk telephone

Source: Vietnam Ministry of Information and Communications (MIC) / GSO Note * GSO didnt update their numbers this month, so numbers are still from December

93% of urban adults has a mobile phone

%
90 80 70 60 50 40 30 20 10
9 15 15 13 11 0 3 2 3 3 2 1 1 2 0

6%

2%

Type of mobile phone

7%
Standard mobile phone Smartphone

Number of SIM cards in use

81 80 82 83 84

15-17 18-24 25-29 30-34 35-45 1%

20% 65%

I have/use both types I dont know what type my phone is I dont have a mobile phone

Operating System of smartphone

Android

1%

19%

iOS

3% 7%
24%

45%

Simbian OS Windows OS RIM Other OS Don't know

0
One Two Three

Four or more

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 dont know their type of phone

Service Provider and 3G market share

% Market Share
3% 3% 1% Viettel Mobifone 27% Vietnamobile Viettel S-Fone % 3G
4 8 91 90 0 8 15 90 100

% Prepaid
100

39%

Vinaphone Vietnamobile Beeline S-Fone

Beeline
Vinaphone Mobifone 0

85
85

27%

20

40

60

80

100

Early uptake of 3G services was encouraging (8mil by mid-2011), but the rate of growth has been slower than expected.

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 apps, with a median of 6 apps 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
14 2 2 1 4 4 8 Sharp Sagem Philips Panasonic Nec Hitachi Siemens Black Berry Motorola Iphone Sony Ericsson LG Other Samsung Nokia

60

50
40 30 20 10 0
58

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 14.0 12.0 10.0 8.0 6.0 4.0 11.3 9.9 7.4 5.5 5.1 4.6 16.9 16.1

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

Overall looking, in every age group more males than females have watched TV on a computer, mobile phone, or iPad/ tablet.

3.8 3.4
1.7

2.0
0.0

0.7

0.7 1.2

2.1 1.9 0.3 0.8

Yes on computer
M 15-24 F 15-24

Yes on mobile phone

M 25-34 F 25-34 M 35-45

Yes on iPad/ tablet

F 35-45

Source: 3D 2013 Base: 2,970 adults aged 15-45

Vietnam
Advertising revenue

Online advertising expenditure

Share of advertising expenditure*
10%
In millions $ 6% 0% 4%

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

80%

Newspapers Radio TV

Magazine Internet
*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