Beruflich Dokumente
Kultur Dokumente
Barometer
Country Report Vietnam`
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Table of Content
Where to find what
Internet usage
Devices
06-10
11-15
Research behavior
Purchase behavior
Local shopper
International
Industries
41-90
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Online Video
16-27
34-36
37-40
28-33
91-97
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Executive Summary
The Top 3 Trends that define Vietnam
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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.
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.
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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8 out of 10
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Vietnam is online
Especially consumers under 34 years old are online often
How often do you go online? (%)
89%
18
87%
77%
54%
78
54%
46%
23%
Daily
Weekly
Monthly or less
11%
13%
46%
Yes
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No
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77%
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90%
36%
13%
9%
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10
1,4
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11
Tablet
12%
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Smartphone
55%
Source: The Connected Consumer Survey 2015
Base: total online and offline population
Computer
46%
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12
63
19%
34%
57%
Of the consumers
in Asia use a
smartphone
70%
76%
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13
43%
13%
23%
6%
54%
28%
23%
59%
56%
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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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15
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16
91%
5%
73%
are researching
online only
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17
Groceries
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Cinema Tickets
Ground Travels
Hair Care
Do it yourself
Flight Tickets
Home appliances
Home Furnishings
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18
Personal Loans
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Laptops
Real Estate
Make-up
Restaurants
Mobile Phones
Televisions
* Over-the-counter remedies
Source: The Consumer Barometer Survey 2015
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
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19
66%
51%
50%
52%
28%
36%
70%
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20
10%
Previous experience
12%
40%
Research
13%
Advertising
25%
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Other people
Other
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21
70
11%
12%
17%
26%
70%
28%
36%
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22
Under 25 years
44%
25-34 years
47%
45%
35-44 years
45-54 years
55 and over
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32%
35%
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories) | Researched
online
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23
65%
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24
43%
42%
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42%
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25
70
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26
19%
Online*
Offline/other
81%
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27
73%
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Online purchase
Offline purchase
17%
56%
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28
Research online
Purchase online
Over 55-44%
years
10%
45-54-45%
years
19%
-50%
35-44 years
16%
17%
25-34 years
20%
Under 25
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75%
68%
61%
63%
62%
61%
36%
17%
17%
18%
32%
23%
18%
2%
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54%
51%
46%
18%
6%
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30
17%
71%
63%
61%
50%
71%
68%
60%
57%
56%
48%
35%
14%
20%
13%
26%
11%
17%
9%
4%
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6%
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5 out of 10
of the consumers
only consider 1-2 brands
before purchase
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The consumer purchase journey and the role of the internet for
local business
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33
Local Behavior
How does people research for local businesses?
66
Researched locally
a day or less before
visiting.
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34
Promotions
66%
28%
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Prices
Business hours
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35
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36
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37
28%
26%
23%
19%
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38
54
26
38
38%
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39
A common issue is
that delivery time is too long
39
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%
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40
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41
63%
34%
61%
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75
56%
29%
21%
86%
42
53
37
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43
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6 out of 10 of all
purchases are made
for a social gathering
17
68%
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Offline purchases
begin online
17%
45
37
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46
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54
Research online
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30%
81%
5%
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48
The consumers
research online and buy
offline afterwards
36
Where did people make their purchase?
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52
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49
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Do it yourself: Highlights
Offline purchases begin online
61%
18%
16%
78
research online
prior to purchase
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51
Do it yourself: Highlights
59% are using the internet for
comparing prices and products
46
How did people use the Internet to
help make their purchase decision?
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63%
#1
93%
7%
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54
8%
89%
Column 1
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The consumers
compare flights online
69
63% of the
consumers only research
and purchase online
Compared choices
55
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Groceries: Highlights
In Vietnam the
consumers use a smartphone
for online research
1 out of 4 buy
their groceries on offer
61%
34%
Which devices did people
use for product research?
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35%
57
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58
83%
What online sources did people
use to make a purchase decision?
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59
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60
60
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*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
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61
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62
82%
Where did people make their purchase?
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63
The consumers
research their purchased
products online
80
research online
prior to purchase
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64
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65
71
54%
17%
research online
prior to purchase
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66
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67
87%
Where did people make
their purchase?
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68%
27%
44%
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68
50
29%
28%
26%
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69
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Laptops: Highlights
29% of the consumers
purchase their laptop
on promotion
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55
Did people research or purchase their
product online or offline?
Source: The Consumer Barometer Survey 2015
Base: Internet users (accessing via computer, tablet or smartphone) | Answering based
on a recent purchase (in select categories) | Researched online
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71
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Make-up: Highlights
24% of the consumers
purchase on promotion
74
13%
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Make-up: Highlights
42% are researching for
make-up on their
smartphone
42%
Which devices did people
use for product research?
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37%
How often do people encounter
issues accessing websites via smartphone?
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74
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75
91%
73%
63
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76
23
13
44
Supermarket
Which devices did people use
for product research?
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Retailer
Other
Auction
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77
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78
Music: Highlights
53% of the
consumers are purchasing
music online.
53
5 out of 10 use a
smartphone for doing
online research
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79
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80
79
Research online
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81
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76
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83
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84
Restaurants: Highlights
Restaurant guests
are often motived by
a promotion/discount
39
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85
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86
Television: Highlights
The consumers use
a search engine when making
their purchase decision
79%
21%
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87
Television: Highlights
The consumers use
a variety of websites
for their online purchases
23%
39%
38%
Supermarket
Electronics Retailer
Others
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71
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88
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89
53
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90
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91
9 out of 10
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consumers
are watching online video
on their smartphones*
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92
89%
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93
30%
41%
46%
65%
67%
7 out of 10 of
the consumers
are watching
videos because
they want to relax
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94
Tomorrows TV is Online
78
57%
22%
are watching
gaming videos
are watching
music videos
28%
are watching
sport
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95
10:00
How long were the online videos
people watched in the last week?
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96
out 10
68%
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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.
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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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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.
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THANK YOU!
CONTACTS:
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