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INDEXVIETNAMGWI MARKET REPORT

03INTRODUCTION

04PROFILING INTERNET USERS IN VIETNAM

13DEVICE

23MEDIA CONSUMPTION

30SOCIAL

38COMMERCE & BRAND ENGAGEMENT

07KEY DIGITAL STATS: VIETNAM VS GLOBAL AVERAGE

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To explore questions/data-points in PRO Platform, using bespoke audiences based on our wide range of demographic, attitudinal and behavioral variables, over time and by countries/regions, click on the hyperlinks that accompany each chart.

Introduction

PRO Platform™Explore this data in PRO Platform /// Click here: Social Media > Reach > Members

GWI’s Market Reports track key digital behaviors and engagement rates in each of the 34 countries we survey, providing the very latest figures at a headline level as well as looking at trends over time and across demographics. In this report, we focus on:

• How Vietnam compares to the global average across key digital measures and behaviors• Device ownership and usage trends• Media consumption and gaming behaviors• Social networking trends• E-commerce and brand engagement

Unless otherwise stated, all figures are drawn from our Q4 2015 and Q1 2016 waves of online research among 1,581 internet users in Vietnam aged 16-64.

Where data appears from previous years, it is an average across all waves conducted throughout that year (each of which had a minimum sample size of 750 online adults).

Respondents complete an online questionnaire that uses stratified sampling techniques to ensure that they are representative of the internet population aged 16 to 64. No individual can participate in our survey more than once a year, and we set quotas to ensure correct proportions in terms of gender, age and educational attainment.

In addition to our Market & Region reports, we also produce the following:

FLAGSHIP REPORTSThe latest global insights and statistics on social platforms, device usage, online purchasing and entertainment.

AUDIENCE REPORTSIn-depth examinations of particular groups, assessing their most important behaviors and motivations as well as what sets them apart from the wider online population.

INSIGHT REPORTSDeep-dives into some of the most pressing topics for marketers, from traditional vs digital media consumption to audience measurement issues.

TREND REPORTSTracking the stories of the moment, from ad-blocking and live streaming to VPNs and multi-networking.

INFOGRAPHICSOne-page visual summaries of key services, behaviors and audiences.

Reports

ALL DOWNLOADABLE HERE

MARKETS COVEREDArgentina • Australia • Belgium • Brazil • Canada • China • France • Germany • Hong Kong • India • Indonesia • Ireland • Italy • Japan • Malaysia • Mexico • Netherlands • Philippines • Poland • Portugal • Russia • Saudi Arabia • Singapore • South Africa • South Korea • Spain • Sweden • Taiwan • Thailand • Turkey • UAE • UK • USA • Vietnam

CLICK ON THE RELEVANT HYPERLINKS TO

Access GWI’s library of 150+ reports and infographics.

Download detailed explanations of GWI’s Segmentations, data coverage and other topics.

Explore other questions/data-points not covered in this report.

PROFILING INTERNET USERS IN VIETNAM

UNDERSTANDING GWI’S POPULATION FIGURE

To estimate the number of internet users aged 16-64, we collect

information from globally recognized sources such as the World Bank and

ITU concerning a country’s internet penetration rate, its overall population

size/structure and the number of people within the 16-64 age range.

Where this is not yet available for the current year, we forecast it forward

based on long-term trends.

Critical to note here is that we are estimating the size of a country’s online

population aged 16-64, not its total population.

UNDERSTANDING GWI’S QUOTAS

To ensure that our research is representative of internet users, we set

appropriate quotas on age, gender and education.

To do this, we conduct research across a range of international and

national sources, including the World Bank, the ITU, the International

Labour Organization, the CIA Factbook, Eurostat, the US Bureau of Labor

Statistics as well as a range of national statistics sources, government

departments and other credible and robust third-party sources.

Because internet penetration rates can vary significantly between

countries (from a high of 90%+ in parts of Europe and North America

to lows of sub-20% in parts of APAC), the nature of our samples is

impacted accordingly. Where a market has a high internet penetration

rate, its online population will be relatively similar to its total population

and hence we will see good representation across all age, gender

and education breaks. Where a market has a medium to low internet

penetration, its online population can be very different to its total

population; broadly speaking, the lower the country’s overall internet

penetration rate, the more likely it is that its internet users will be

young, urban, affluent and educated.

Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015 - Q1 2016

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IN ADDITION TO THE TOPICS COVERED IN THIS SECTION,OTHER METRICS AVAILABLE TO EXPLORE ON PRO PLATFORM INCLUDE:

LIFESTYLE SEGMENTATION% who fall into the following segments*

TOP 15 INTERESTS% who say they are strongly interested in the following

• Attitudes

• Professional Life

• Relationship Status

• Household Living Arrangement

• Number of Children

• Age of Children

• Pregnancy

• Sexual Orientation*

• Ethnicity / Nationality*

• Number of Cars Owned in Household

• Number of Properties Owned (Outright or with Mortgage)

• Types of Saving/Investment

• Approximate Value of Savings/Investments

• Responsibility for Grocery Shopping

• Interest in Further Education

• Voting Intention in Next Election (UK/US only)

• Participation in Sport

• Named Sports Leagues Followed

• Internet Usage Motivations

*Selected Markets Only

* For more information

about how these

segments are defined,

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THIS DOCUMENT

** Alcohol figures will not add up to 100% because this question is age sensitive and so not shown to all respondents

Question: Here is a list of topics that may interest you. Can you

please indicate which of these you are strongly interested in? /// Base:

Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015 - Q1 2016

Explore this data in PRO Platform /// Click here:

Attitudes and Lifestyle > Attitudes and Interests >

Personal Interests

Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q1 2016

Explore this data in PRO Platform /// Click here: Attitudes and Lifestyle > Lifestyle Segmentation

KEY DIGITAL STATS:VIETNAM VS GLOBAL AVERAGE

Global GlobalVietnam Vietnam

Global GlobalVietnam Vietnam

Global GlobalVietnam Vietnam

Global GlobalVietnam Vietnam

Global GlobalVietnam Vietnam

01DEVICE

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Device Ownership

DEVICE OWNERSHIP% who say they own the following

As in most fast-growth markets, smartphones are now the most commonly owned devices in Vietnam (having built-up a 4-point lead over PCs/laptops). Ownership is near-universal among all demographic groups.

Across the other devices tracked by GWI, tablets still post a decent figure but, as we explore below, they appear to have lost some of their momentum in recent quarters. What’s more, 16-24s are outpaced by the older age groups and there’s a very strong correlation with household income.

Smart TVs post a respectable figure of 40%, with just under half of that number saying they have a streaming stick. There’s not inconsiderable overlap between these two devices, however, with 32% of smart TV owners having a streaming stick too. Clearly, it’s not always the case that people have one or the other.

Elsewhere, wearable devices are still struggling to make an impact; currently, they remain too niche, too expensive and unable to offer functionality distinct enough from smartphones to court serious interest from consumers. It’s men and the top income quartile who are most likely to have purchased a smartwatch to date.

NOTE: RESPONDENTS SEE THE FOLLOWING DEFINITIONS & ILLUSTRATIVE EXAMPLES

e-Reader: a digital reading device, e.g. Amazon Kindle, Kobo, Nook etc

Smart TV: a television that can connect to the internet

Smart wristband: a digital wristband which typically tracks your health and fitness levels. Popular examples include Nike Fuelband, Jawbone Up and Fitbit

Smartphone: an internet and app-enabled phone such as the iPhone, a BlackBerry or Android phones like the Galaxy S series

Smartwatch: a watch which allows you to connect to the internet and use apps. Popular smartwatches include Pebble, Sony Smartwatch, Samsung Galaxy Gear and the Apple Watch

Tablet device: e.g. an Apple iPad, Samsung Galaxy Tab, Microsoft Surface, Google Nexus tablet

TV streaming stick/device: a digital media device which streams web content to your TV set, e.g. Apple TV, Amazon Fire TV Stick, Google Chromecast, Roku Streaming Player

Question: Which of the following devices do you personally own? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015 - Q1 2016

Explore this data in PRO Platform /// Click here: Device Ownership & Access > Device Ownership & Usage > Device Ownership

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If we turn our attention away from the devices that people own towards those that they use to access the internet, it’s the rise of smartphones which is once again the key story. Since 2012, PCs/laptops have been trending downwards gently, whereas mobiles have been enjoying fairly consistent increases. As with the ownership figures seen above, however, it’s certainly not the case that PCs and laptops are being abandoned; even as mobiles continue to climb, these more traditional devices will retain an important role.

Tablets have been on a similarly positive trajectory to mobiles but this has now begun to slow as they become nice-to-have rather than essential devices. In line with patterns seen in some other markets, we can expect the numbers getting online via tablets to begin to recede over the coming year.

Interestingly, PCs/laptops are the only devices where we see near parity in terms of the numbers who own them and who use them to get online. For both smartphones and tablets, ownership is around 5-10 points ahead of online access, suggesting that a minority of smartphone users still do not equate app usage with being online, and that some tablets simply aren’t being used on a regular basis. The gaps are much more sizable for games consoles and smart TVs; here, it’s that many people are unenthusiastic about using such devices to get online or remain unaware of their features / the potential of these devices as internet access points.

Internet Usage by Device

INTERNET ACCESS BY DEVICE% who use the following devices to access the internet

Question: In the past month, on which of the following devices have you accessed the internet either through a web browser or an app? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex 2012-2016 (averages across all waves conducted in each year)

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Device Ownership and Usage > Devices Used to Access Web

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Further confirmation for the ongoing rise of mobiles – as well as the enduring importance of traditional devices – comes from the amount of online time that they are capturing on a daily basis.

Since 2012, mobiles have seen strong rises on this metric and have now reached the 2.5 hour per day mark (representing 36% of all time spent online). Simultaneously, PCs/laptops/tablets have experienced a small decline,

though they still capture 4.5 hours. As before, then, it’s not that these devices are being cast aside.

Even so, there’s no doubting that mobiles are encouraging people to spend a longer amount of time online each day and are becoming much more prominent within daily internet behaviors. Indeed, if current patterns continue then digital consumers in Vietnam are on course to spend longer each day on their mobiles than on all other devices

Online Time by Device

ONLINE TIME BY DEVICE Daily time spent online on each device

TIME ONLINE ON MOBILE BY AGENumber of hours per day typically spent online on a mobile

Question: Roughly how many hours do you spend online via the following each day? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex 2012-2016 (averages across all waves conducted in each year)

Explore this data in PRO Platform /// Click here: Media Consumption > Daily Time Spent on Media > Time Online on Mobile

combined by the end of this decade. Among 16-24s, this transition is forecast to take in 2018.

Age-based patterns are hugely important here. Currently, 16-24s are spending close to 3 hours per day online via a mobile, with the numbers then falling in each successive age group to hit a low of just over 1.5 hours among 55-64s. That the charge to mobile-first consumption is being led by the country’s younger users is abundantly plain to see.

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One of the new questions within the GWI survey asks internet users to select their most important device in terms of getting online. Vietnam departs from the global picture here, which sees mobiles occupying first position. Here it’s laptops which remain their most integral device, although mobiles are very close behind.

That gives us another reminder that traditional devices still remain prominent within daily behaviors, even in spite of mobiles seeing increases across virtually all other engagement metrics.

It’s long been known that devices such as PCs, laptops and smart TVs are shared by multiple users. But GWI’s data makes it clear that the same trend is in evidence for mobiles and tablets too.

Given their role as a device used principally inside the home, tablets are subject to high levels of sharing. Two thirds say that someone else has use of their device, with particular spikes for sharing among users who are in a relationship (especially those who are married) as well as those in the bottom income group. Despite normally being considered the most “personal” device of all, a considerable 47% are sharing mobiles too, putting Vietnam ahead of the average.

That means the audiences across both tablets and mobiles are likely to be bigger than passively collected data would be able to indicate, providing clear caution against any automatic assumption that one device or browser = just one individual.

Device Importance Device Sharing

DEVICE IMPORTANCE% of internet users who say the following are their most important devices for getting online

Question: Which would you say is the most important device you use to access the internet, whether at home or elsewhere? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Question: Thinking about the devices you use to access the internet, can you please tell us how many, if any, other people use each device? /// Base: Mobile and Tablet Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Device Ownership and Usage > Device Importance

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Device Ownership and Usage > Device Sharing

DEVICE SHARINGNumber of users for each device

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Further audience measurement issues arise from the use of Virtual Private Networks (VPNs)/Proxy Servers as well as privacy/data-related behaviors such as cookie deletion and ad-blocking.

Although some continue to see them as a relatively niche tool, it’s 32% of internet users in Vietnam who say they’ve used a VPN when going online (with a peak among 16-24s and men). What’s more, 3 in 4 of these users are deploying VPNs at least weekly, with a third being daily or near-daily users.

Given that most VPNs will be based in a country different to that of the user – with the US being a particularly favored location – this trend creates serious issues for passive measurement techniques which rely on IP addresses or other geo-location tools in order to pinpoint a person’s location. When looking at audience analytics based on such information, one obvious consequence is that the global distribution of reported users is likely to be skewed to where the VPNs are located.

Alongside VPNs, other privacy-related behaviors have also come to prominence in recent quarters as consumers have looked to exercise greater control over their personal data and digital footprints.

The most common tactic at the moment is to use a private browsing window. However, 40% are deleting cookies and about a third are using ad-blocking tools on their main computer, with a similar figure now blocking ads on their mobiles too. While in most regions desktop ad-blocking is still by far the most popular way to avoid ads, Vietnam bucks the global trend with mobile ad-blocking now almost being on par. Such figures are likely to be elevated by the vital role that smartphones play in APAC.

Although passively collected data sometimes puts ad-blocking figures at a lower level than this, it’s important to note that GWI’s data reflects behaviors which are

happening right now. Hence, they will be impacted by the ongoing proliferation of ad-blocking tools as well as the considerable global boost to consumer awareness which occurred in late 2015/early 2016 as a result of recurring and often high-profile media coverage. What’s more, GWI’s data tracks individuals rather than devices; if one household has an ad-blocker installed which is used by multiple residents, it’s not hard to see how you will get different results when talking about the number of devices vs the number of users. Finally, our figures do not suggest that these individuals are blocking every ad on every site they visit; rather, these people have used an ad-blocker on at least one occasion in the past month – with multi-device usage, whitelisting and selective usage of blocking browsers all meaning that people blocking ads in some contexts can still be exposed to them in others.

VPNs, Ad-Blocking and Online Privacy Measures

ENGAGEMENT WITH ONLINE PRIVACY MEASURES

Question: Which of the following things have you done in the last month when accessing the internet from your main computer? // Within the past month, have you used an ad-blocker on your mobile phone to prevent websites or apps from displaying ads when you visit them? // When you access the internet, do you ever do so using a VPN (virtual private network) or proxy server? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Privacy and VPNs > Online Privacy Measures

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Privacy and VPNs > VPN/Proxy Usage

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To understand why people are turning to tools such as VPNs and ad-blockers, GWI tracks a range of motivators. For VPNs, it’s the desire for anonymity which is the strongest driver, with the desire for access to restricted networks and sites following very closely behind. The most important factor in many other countries is the search for better entertainment content, something which takes fifth place here. With VPNs allowing people to bypass geo-restrictions placed on certain content, many are accessing services not available in their own country (including the US version of Netflix, which continues to boast one of the best libraries of content).

To date, the common consensus when it comes to ad-blocking has been that users are worried about their privacy or the over-personalization of ads. As our chart shows, however, it’s ad-overload which is the main factor here; blockers are most likely to say that ads are annoying, take up too much screen space, or that there are simply too many of them. Concerns about personalization and privacy are certainly not insignificant, but it’s the poor user experience created by online ads which needs to be addressed the most urgently.

Issues surrounding battery lives, data allowances and page-load times come at the end of our list, but do rise in prominence if we re-base this to look at mobile ad-blockers only. However, it’s still ad-fatigue which takes top spot. Quite simply, online ads need to get better and less intrusive if the industry wants to stem the rising tide here.

MOTIVATIONS FOR USING VPNS AND AD-BLOCKERS% of VPN/Ad-Blocker users who cite the following as their main reasons

Question: Can you please tell us why you use VPNs or proxy servers when browsing the internet?/// Base: VPN users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Privacy and VPNs > Motivations for Using VPNs/Proxy Servers

Question: Please could you tell us your main reasons for blocking ads while you use the internet? /// Base: Ad-Blocker Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Privacy and VPNs > Motivations for Ad Blocking

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4G remains considerably behind 3G as the most popular way to connect to the internet on a mobile. With just 4% using 4G vs. 38% for 3G, this puts Vietnam considerably behind other fast-growth markets. That 4G usage barely experienced any growth since Q3 2014 suggests this situation may last for quite some time.

Worth noting here is that 39% say that WiFi is the connection type they use the most often, making this the top option in Vietnam. So, whether for reasons of cost, heavy data usage, convenience or supply, the demand for WiFi-facilitated access is unlikely to wane even if 4G usage begins to grow.

Android is by far the most popular mobile operating system, with a notable lead over second-placed Apple.

In many markets, iOS usage is highest among women and younger age groups, while Android is more consistent by age. In Vietnam, we see iOS post its strongest figures among older age groups, and Android usage peak among 25-44s. Both are remarkably consistent by gender. More in line with global trends are the income-based patterns; as we might expect given the price-point of the iPhone, the top quartile is about 50% more likely to use iOS than the bottom one.

4G vs 3G Mobile Operating Systems

MOBILE INTERNET CONNECTION TYPE% who most often use the following on their mobile

MOBILE OPERATING SYSTEMS% who use the following OS on their mobiles

Question: When using the internet on your personal mobile phone, what type of service/connection do you use most often? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q3 2014-Q1 2016

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Mobile Connection Type

Question: What operating system runs on your mobile? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Mobile > Mobile Specifications > Mobile Operating Systems

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The iPhone can claim the top position for handset ownership in Vietnam, with a 7-point lead over Samsung. Nokia also posts a decent figure, with all other brands having relatively minor shares of the market.

In terms of purchase intention, Apple’s iPhone retains a strong first position. Whereas Samsung tends to lead on this metric in developed markets, Vietnam is in line with other fast-growth countries in continuing to attach a strong premium to the Apple brand.

Mobile Handset Brands

At present, the iPhone 5S is the most popular iPhone model, followed by the 6 and 5. That shows just how many existing users could be tempted to upgrade to the SE or the iPhone 7.

For Samsung, the sheer number of models available to consumers has a clear impact on GWI’s figures; the Galaxy S4 comes top among the 20 handsets named in the GWI survey, but “Other” is the most popular option of all.

MOBILE HANDSET BRANDS% who own/would consider purchasing the following handsets

Question: Which of the following mobile brands do you currently own? // Which of the following mobile brands would you definitely consider purchasing? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Mobile Brands > Current Ownership

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GWI DEVICE (Flagship Report)

DEVICE PREFERENCES (Insight Report)

DIGITAL VS TRADITIONAL MEDIA CONSUMPTION

(Insight Report)

THE MISSING BILLION (Insight Report)

AD-BLOCKING (Trend Report)

DEVICE SHARING (Trend Report)

INVISIBLE CONSUMERS (Trend Report)

MOBILE TIPPING POINT (Trend Report)

MULTI-DEVICE OWNERS (Trend Report)

STREAMING DEVICES (Trend Report)

TABLET FATIGUE (Trend Report)

VPNS & PROXY SERVERS (Trend Report)

DEVICE SATISFACTION

PC/LAPTOP OPERATING SYSTEMS

TABLET OPERATING SYSTEMS

HTC MODELS

HUAWEI MODELS

iPHONE MODELS

LG MODELS

SAMSUNG MODELS

SONY MODELS

FREQUENCY OF VPN/PROXY USAGE

YOU CAN EXPLORE OTHER RELEVANT QUESTIONS ON PRO PLATFORM, INCLUDING:

TO READ ABOUT SOME OF THE THEMES COVERED IN THIS CHAPTER IN MORE DETAIL, PLEASE DOWNLOAD THE FOLLOWING CONTENT:

02MEDIA CONSUMPTION BEHAVIORS

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Media Segmentation

In a new addition to the GWI survey, we categorize levels of engagement with cinema, television, radio, press, gaming and networking, assigning consumers to segments which range from non-users to heavy users.

Within Vietnam, it’s social networking which sees the strongest results for “heavy users”, indicating how integral this activity has become within daily behaviors.

Also notable is that online TV and print press are much-greater forces in Vietnam than in many markets which is reflected by the percentages for these two in the “high user” segment. That said, the enduring importance of linear TV is still apparent here – linear TV posts one of the lowest figures for “non-users”.

* To see how each segment is defined,

PLEASE DOWNLOAD THIS DOCUMENT

MEDIA CONSUMPTION SEGMENTATIONEngagement levels with the following forms of media*

Question: Roughly how many hours do you spend on/doing the following each day? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q1 2016

Explore this data in PRO Platform /// Click here: Media Consumption > Daily Time Spent on Media > Media Consumption Segmentation

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Daily Media Time

Each day, internet users spend much longer online than they do on linear TV, broadcast radio, gaming and print press combined.

As highlighted above, however, linear TV still retains a central role within daily media portfolios, capturing almost 1.5 hours daily and accounting for 13% of all media time. Online TV continues to rise in importance – with this being one of the only markets where time spent watching online TV is now not far off the figure seen for linear TV. It’s also worth noting that 1 in 10 say they are using Netflix, which is one among many reasons why the figures for online TV are likely to continue increasing (and, in the context of streaming devices, mirroring and other similar behaviors, why maintaining a pure distinction between linear vs online TV is going to get slightly anachronistic).

That social networking is a major force is further confirmed by these figures; over a third of time spent online is being devoted to this activity. The importance of online press in this market is also apparent, with 22% of online media time spent on this.

MEDIA CONSUMPTION BEHAVIORSNumber of hours per day typically devoted to the following

Question: Roughly how many hours do you spend on/doing the following each day? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q1 2016

Explore this data in PRO Platform /// Click here: Media Consumption > Daily Time Spent on Media > Time Online on Mobile

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Changes in Media Consumption

Globally, recent years have seen an increase in the amount of time being spent online coupled with small declines for traditional/offline forms of media.

Broadly speaking, the same pattern is present in Vietnam, a market where online time is trending upwards slowly but consistently and where linear TV is capturing less time now than it was in 2012. However, the decrease has not been huge, and that linear TV continues to hold its own against the rising tide of online is in itself notable.

MEDIA CONSUMPTION BEHAVIORS OVER TIMENumber of hours per day typically devoted to the following

Question: Roughly how many hours do you spend on/doing the following each day? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex 2012-2016 (averages across all waves conducted in each year)

Explore this data in PRO Platform /// Click here: Media Consumption > Daily Time Spent on Media > Time Online on Mobile

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Second-Screening

SECOND-SCREENING ACTIVITIES% who were doing the following the lasttime they second-screened

Question: The last time you were watching TV and using the internet, which of the following were you doing? /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Media Consumption > Second-Screening > Second-Screen Devices

Explore this data in PRO Platform /// Click here: Media Consumption > Second-Screening > Second-Screen Activities

The widespread nature of second-screening is one of the major reasons why so much time is being spent online. In short, many media activities are happening simultaneously rather than sequentially as the vast majority of internet users go online while they watch television.

As is also the case globally, mobiles overtook laptops as the top dual-screen device in Vietnam some years ago and have now opened up a sizable lead.

In line with what we saw earlier, the challenges facing tablets are present once again here; although they have been trending upwards as a second-screen device, the rate of this growth has slowed dramatically.

As they second-screen, internet users are most likely to be social networking. Given that chatting to friends also posts a good score, we

have some context for why people are spending so much of their daily time on social networks and messaging services.

Elsewhere, close to half report reading the news while they watch TV and 45% are e-mailing – putting Vietnam notably ahead of average for both activities.

Particularly striking is that most second-screen activities are a distraction from the content being watched on the main screen, rather than a complement. It’s only small minorities who are interacting with content or looking for information related to what they’re watching.

In general, there’s a division between playful, social and TV-related second-screen behaviors (where younger age groups have the lead) and more “functional” activities such as emailing and reading the news (where older segments are as or more likely to be engaging).

SECOND-SCREENING% who have recently second-screened via the following devices

Question: Thinking about when you’ve watched TV recently, which of the following devices have you also used to access the internet at the same time? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex 2012-2016 (averages across all waves conducted in each year)

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Gaming Devices & Consoles

Smartphones are the most popular devices for gaming, with a small 3-point lead over second-placed PCs/laptops. Just 2% say they haven’t gamed via any device, underlining how ubiquitous this behavior has become.

GAMING DEVICES% who have used the following to play games

CONSOLE BRANDS% who use or are interested in purchasing the following console brands

Question: Thinking about the devices listed below, can you tell us which you have at home and have used to play games? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Gaming Devices > Devices Used for Gaming

Question: Thinking about the gaming devices listed below, can you tell us which you have at home and use for gaming and which you are interested in purchasing? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Device Ownership and Access > Gaming Devices > Console Brands

Among the below-average 10% who say they play via games consoles, it’s the PS3 which is currently the leader. However, look at future purchase consideration and it’s the PS4 which is by far the most popular, with more people potentially in the market for this console than for any other.

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ONLINE ACTIVITIES

TV CHANNELS

VOD AND MUSIC SERVICES

PAY TV SUBSCRIPTIONS

PAID-FOR DIGITAL CONTENT

YOU CAN EXPLORE OTHER RELEVANT QUESTIONS ON PRO PLATFORM, INCLUDING:

GWI ENTERTAINMENT (Flagship Report)

CONSOLE GAMERS (Audience Report)

DIGITAL VS TRADITIONAL MEDIA CONSUMPTION

(Insight Report)

ONLINE TV (Insight Report)

NETFLIX (Profile Report)

SPOTIFY (Profile Report)

YOUTUBE (Profile Report)

LIVE STREAMING (Trend)

SECOND-SCREENING (Trend)

TO READ ABOUT SOME OF THE THEMES COVERED IN THIS CHAPTER IN MORE DETAIL, PLEASE DOWNLOAD THE FOLLOWING CONTENT:

03SOCIAL

31

Networking Behaviors

Question: On which of the following services do you have an account? // In the past month, which of the following things have you done on the internet via any device? Visited / used a social network // And which of the following services have you actively engaged with or contributed to in the last month? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015 - Q1 2016

Explore this data in PRO Platform /// Click here: Social Media > Reach > Members

Question: Roughly how many hours do you spend on social networks/services each day? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex 2012 - 2016

Explore this data in PRO Platform /// Click here: Social Media > Time Spent Social Networking

Social networking remains a widely popular activity; almost all online adults say they are a member of at least one platform and that they have visited or used one within the past month.

In line with the rise of “passive networking” – a trend which has seen people using networks without posting anything themselves – it’s a slightly lower 87% who say they have actively engaged with or contributed to a network within the last month.

Just as in many other markets, there’s plentiful evidence for the multi-networking trend in Vietnam; on average, internet users have accounts on over 8 different social networks/services/apps. Rather than abandoning existing platforms as other new ones come along, most people are therefore maintaining a presence across a wide variety of services.

The presence of this multi-networking trend helps to explain why users are spending some 2.37 hours per day engaging with networks and messaging services. The ongoing migration of these activities to smartphones is also a big contributor here, with many people dipping in-and-out of social platforms throughout the day.

SOCIAL NETWORKING BEHAVIORS

NOTE: AVERAGE NUMBER OF ACCOUNTS IS CALCULATED

BASED ON ANALYSIS OF 49 NAMED NETWORKS + “OTHER”.

OF THE 49 INDIVIDUAL PLATFORMS, 22 ARE GLOBAL AND 27

ARE SPECIFIC TO CERTAIN COUNTRIES OR REGIONS

32

Motivations for Using Social Networks

Beyond the simple desire to stay in touch with friends and general networking, the growing role of networks as news and content platforms is apparent: 6 in 10 are keeping up-to-date with news, while half are looking for entertaining content.

Also noteworthy is that people are more likely to use social networks as time-fillers (42%) than to share details of their daily life (30%). This gives yet more context for passive behaviors in this space; networking might have become ingrained, but not everyone is looking to contribute content directly.

Compared to their counterparts in other markets, consumers in Vietnam over-index particularly strongly for work networking and for researching products.

People Followed

Aside from people they know in real-life, consumers are most likely to follow work contacts – again, highlighting the importance attached to networking for work in this market. Beyond this, singers/musicians and comedians also score highly.

The role of social networks in the online brand-consumer relationship is also clear from this data. 4 in 10 are following their favorite brands, with more than a third reporting that they follow brands they are thinking of buying from.

Compared to other markets, Vietnam over-indexes especially strongly for following comedians and charities. It is slightly behind average for following people known in real life.

TOP 15 MOTIVATIONS FOR USING SOCIAL NETWORKS% who use social networks for the following reasons

“FOLLOWING” BEHAVIORS ON SOCIAL MEDIA% who say they “follow” these types of people/organizations

Question: What are your main reasons for using social networking services? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Social Media > Reasons for Using Social Media

Question: Which of these people or organizations do you prefer to follow online via social media services? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform ///Click here: Social Media > Types of People Followed on Social Media

33

Top Social Platforms

Question: On which of the following services do you have an account? // Which of the following sites/applications have you visited / used in the past month via your PC/Laptop, Mobile or Tablet? // And which of the following services have you actively engaged with or contributed to in the last month?/// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Social Media > Reach > Members

Overall, it’s clear that Facebook remains the most popular platform in Vietnam. It has the most members, the most contributors and draws equal with YouTube for visitors (which represents a departure from the global picture, where YouTube leads on the visitor metric).

What’s particularly striking is the near parity between the membership and visitor numbers; clearly, the vast majority of members are visiting/using the site in some form each month. Most other networks perform well on this metric too, with only Twitter, LinkedIn and Twitch needing to convert slightly more members into regular visitors.

As our chart shows, YouTube enjoys a big boost when it comes to visitors/users; it is the only service tracked in our chart where this metric is notably higher than membership (a result of many users not logging in when they visit the site, or not having an account at all). In terms of overall reach, it also means that it is comparable to Facebook.

Despite Instagram’s claim to have overtaken Twitter, our data shows that this isn’t yet the case in Vietnam – where Twitter is ahead for members, visitors and engagers. That said, Instagram does perform especially well among younger groups; if we were to take visitors as an example, Instagram is actually 10-points ahead of Twitter among 16-24s.

TOP 10 SOCIAL NETWORKS/PLATFORMS% who fall into the following groups

Across the biggest social platforms, GlobalWebIndex monitors engagement in three main ways:

• MEMBERS - People who say they have an account on the platform in question.

• VISITORS / USERS - People who say that, within the last month, they have visited or used a social network’s website or app via any device.

• ENGAGERS / CONTRIBUTORS - Members who say that, within the last month, they have actively engaged with or contributed to the platform in question.

These metrics are applied consistently across all services, which allows like-for-like comparisons in terms of popularity. Given that networks have differing definitions for “active users” or “MAUs”, we do not track this explicitly.

34

Engagement Over Time

Over the last few years, the major networks have had to work harder for the attention of their users as new services (and messaging apps) have entered the scene. The challenge that this has created for players like Facebook and Google+ is clear from our chart; Google+ has remained largely stable while Facebook now has fewer engagers/contributors than there were in 2013.

Simultaneously, it’s the smaller, newer or more specialized services which have enjoyed clear growth. Instagram has led the way here, with 4x as many people engaging with and contributing to it in 2016 as there were back in 2013. LinkedIn and Pinterest have also seen rises here, with Twitter also seeing a large jump in the first quarter of this year.

ENGAGEMENT OVER TIME% who say they have engaged with / contributed to the following platforms

Question: Which of the following services have you actively engaged with or contributed to in the last month? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex 2013-2016 (averages across all waves conducted in each year)

Explore this data in PRO Platform /// Click here: Social Media > Reach > Engagers / Contributors

35

Apps

As social networking continues to migrate to mobile, it’s clear that social apps are where the future battleground lies – not least as so many services are now wholly or mainly geared towards usage on smartphones.

Within this ultra-competitive space, Facebook is in a very strong position in Vietnam, occupying the top two spots. Facebook Messenger is by far the most popular messaging app, though 37%

are using Vietnam’s local service, Zalo. Viber is also a stronger force in Vietnam than in most other markets.

For most of the apps tracked in the chart, engagement among young users can be much higher than the headline figures for the general population. For example, teens have a pronounced lead on services such as Instagram, Tumblr and Snapchat.

TOP 20 SOCIAL AND MESSAGING APPS% who have used the following within the last month

Question: Which of the following apps have you used in the past month? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q1 2016

Explore this data in PRO Platform /// Click here: Apps > Named Apps Used

36

Top Platform-Specific Behaviors

Across the 20 or so platform-specific behaviors tracked in the GWI survey, Facebookers in Vietnam are most likely to be clicking the “like” button – a behavior which has seen a boost since the introduction of “Reactions” and which is providing Atlas with ever more precise information about how to target ads.

Twitter’s ongoing importance as a breaking news platform is demonstrated by reading stories featuring strongly. Just as striking is the importance of video on Facebook; 61% of Facebookers say they have watched one within the last month. This is likely to remain a key area of competition in the year ahead as the service aims to top YouTube as well as beat off the video challenge being mounted by names like Snapchat and Twitter.

TOP 5 ACTIONS ON FACEBOOK, TWITTER, INSTAGRAM AND SNAPCHAT% who did the following last month

Question: Thinking about when you use Facebook / Twitter / Instagram / Snapchat, can you please tell us if you have done any of the following within the last month? /// Base: Facebookers / Twitterers / Instagrammers / Snapchatters aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Social Media > Platform-Specific Behaviors > Facebook Actions

That almost 50% of Facebookers say they’ve logged in without posting/commenting on anything is yet more evidence for the move towards more “passive” forms of networking. In fact, many of the top behaviors comprise those which involve users interacting with content uploaded by others rather than contributing anything themselves. Instagram’s primary function as a photo-sharing service means it is able to counter this to an extent, although there’s still evidence for this behavior even here. In line with the stories of a “Context Collapse” that have appeared in the media, it’s clear that many users are becoming less keen to share personal posts on mainstream sites, and have shifted much of this activity to smaller services or apps where they have more control over the audiences which will view them.

37

FACEBOOK MESSENGER ACTIONS

WECHAT ACTIONS

WHATSAPP ACTIONS

USAGE FREQUENCY

YOU CAN EXPLORE OTHER RELEVANT QUESTIONS ON PRO PLATFORM, INCLUDING:

TO READ ABOUT SOME OF THE THEMES COVERED IN THIS CHAPTER IN MORE DETAIL, PLEASE DOWNLOAD THE FOLLOWING CONTENT:

GWI SOCIAL (Flagship Report)

BRAND FOLLOWERS (Audience Report)

INSTAGRAMMERS (Audience Report)

SNAPCHAT USERS (Audience Report)

MESSAGING APP ENGAGEMENT (Insight Report)

SOCIAL MEDIA ENGAGEMENT (Insight Report)

SOCIAL NETWORKING MOTIVATIONS (Insight Report)

MULTI-NETWORKING (Trend)

MOBILE MESSAGING (Trend)

SOCIAL COMMERCE (Trend)

04COMMERCE & BRAND ENGAGEMENT

39

Brand Discovery

At the very start of the purchase journey, consumers are most likely to hear about new products or services via search engines and TV ads – further underlining the important role that linear television still plays within daily media behaviors. Close behind are online ads.

The impact of TV ads increases in line with age, reflecting the reality that older groups tune in for the longest period of time each day. In contrast, the role of online ads is relatively even by age. The top income quartile is ahead of the lower one for discovering brands via both types of ads.

Compared to other markets, consumers in Vietnam over-index the most for forums and updates to brands’ social network pages.

TOP 15 SOURCES OFBRAND / PRODUCT DISCOVERY% who say they discover products via the following sources

Question: In which of the following ways are you most likely to find out about new brands, products, or services? /// Base: Internet Users aged 16-64 ///Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Marketing Touchpoints > Brand Discovery/Engagement > Brand Discovery

40

Online Research Channels

Further along the purchase journey when consumers are aware of a brand/product and are looking for further information, they are most likely to turn to social networks. While in most markets search engines comes out top, this options takes second place in Vietnam. Interestingly, both options increase in line with age, with women and the top income quartile over-indexing for network-based research.

Across all of the options tracked in the GWI survey, social networks are in fact the place where those in Vietnam over-index the most compared to the global average – further confirming the hugely important role that social plays in this market. Mobile apps, vlogs and Question & Answer sites also perform well here.

TOP 10 ONLINERESEARCH CHANNELS% who say they use the following when looking for more information about a brand / product

Question: Which of the following online sources do you mainly use when you are actively looking for more information about brands, products, or services? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Marketing Touchpoints > Online Purchase Journey > Online Product Research

41

Online Buying

Online commerce is a mainstream activity among Vietnam’s internet population; almost three quarters of online adults say that they’ve recently bought a product, with the numbers remaining consistently high across the key age, gender and income splits.

Currently, PCs and laptops remain integral to this process. As our data shows, almost everyone who is purchasing online is making at least some of their transactions on these devices; highly relevant here is that PCs and laptops are still perceived by many to offer the best functionality and security when it comes to purchasing. Even so, it’s nearly half who have purchased via a mobile.

In terms of drivers, it is free delivery which is most likely to convince someone to complete a purchase; this option out-scores all others by a considerable distance and is the top motivator in all the principal demographic splits. Interestingly, it is notably more influential among those in the top income quartile than in the lower one (which is the case for financial rewards too). Women have a clear lead over men for being enticed to buy because of free delivery.

Convenience and simplicity also matter to online consumers in Vietnam, with a quick-and-easy checkout process coming second and an easy returns policy following behind. It’s for these options that we see some of the greatest over-indexes. At the other end of the spectrum, they under-index for loyalty points and for being entered into competitions.

Elsewhere, social commerce remains a rather niche proposition; just 18% in Vietnam say that a “buy” button would make them more likely to purchase, putting it towards the bottom of the list. That said, consumers here do over-index most strongly for this option.

ONLINE BUYING & TOP 5 PURCHASE DRIVERS% who have bought a product online in the last month

% who say the following would make them more likely to purchase a product online

Question: Which of the following activities have you done online in the last month? Purchased a product online /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Question: When shopping online, which of the following things would increase your likelihood of buying a product? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Online Activities and Behaviors > Online Activities in Last Month > Activities via Any Device

Explore this data in PRO Platform /// Click here: Marketing Touchpoints > Online Purchase Journey > Online Purchase Drivers

42

Reviews Brand Advocacy

It’s over half in Vietnam who regularly post online reviews of products, services or companies, making this one of many markets where there are more people writing/posting reviews than there are actively looking for them. Helping people to cut through this noise is therefore key. Currently, it’s 45-54s and the top income group who are the most vocal.

Of the topics that people are most likely to post about, it is mobiles and computers that top the list, closely followed by films. However, that 80% say they have talked about at least one of the 30 discussion topics listed in the GWI survey is arguably the most important trend here.

There is one factor which is more likely than any other to convince consumers to become brand advocates: high-quality products. This option is most important to older consumers, women and the top income group. Rewards follow 18-points behind in second place, with consistent figures by age.

Compared to their counterparts in other markets, consumers in Vietnam over-index notably for having insider knowledge about a product. In contrast, they under-index slightly for advocating a brand when something is relevant to their own interests.

TOP 10 REASONSFOR BRAND ADVOCACY% who say they would advocate a brand online for the following reasons

Question: Which of the following activities have you done online in the last month? Posted a review of a product, service or company // Which of the following products, services or topics have you posted opinions about online in the past month? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Commerce > Products/Topics Talked About Online

Question: What would most motivate you to promote your favorite brand online? /// Base: Internet Users aged 16-64 /// Source: GlobalWebIndex Q4 2015-Q1 2016

Explore this data in PRO Platform /// Click here: Marketing Touchpoints > Brand Discovery/Engagement > Brand Advocacy

43

PAID-FOR DIGITAL CONTENT

APPLE PAY

BRAND ROLE

ONLINE BRAND INTERACTIONS

B2B PURCHASE INFLUENCERS

YOU CAN EXPLORE OTHER RELEVANT QUESTIONS ON PRO PLATFORM, INCLUDING:

TO READ ABOUT SOME OF THE THEMES COVERED IN THIS CHAPTER IN MORE DETAIL, PLEASE DOWNLOAD THE FOLLOWING CONTENT:

GWI COMMERCE (Flagship Report)

BRAND ADVOCATES (Audience Report)

BRAND FOLLOWERS (Audience Report)

VOICE SEARCH (Trend)

BRAND DISCOVERY (Insight Report)

PURCHASE DRIVERS (Insight Report)

44

MINOR PURCHASES

• BOUGHT IN LAST MONTH

• BOUGHT ONLINE IN LAST SIX MONTHS

• RESEARCHED ONLINE IN LAST SIX MONTHS

A GIFT FOR SOMEONE

AIR FRESHENER / CARE PRODUCTS

BABY PRODUCTS

BEAUTY PRODUCTS

BEER

BOOKS

CHOCOLATE

CLOTHES

DISHWASHER DETERGENT

FABRIC CONDITIONER

FILMS

FRAGRANCES / PERFUME

HAIR CONDITIONER

HEALTHCARE AND PHARMACEUTICAL PRODUCTS

HOME HAIR TREATMENT

LAUNDRY DETERGENT

MUSIC

NON-FOOD HOUSEHOLD PRODUCTS

PACKAGED FOOD / READY MEALS

PERSONAL ITEMS E.G. WATCHES / HANDBAGS ETC

PET FOOD

SHAMPOO / HAIRCARE

SHOES

SKINCARE / MOISTURIZER

SNACK FOODS

SOFT DRINKS / BOTTLED WATER

SPORTS EQUIPMENT

TRAVEL ITEMS, E.G. PLANE TICKETS / HOTEL ROOMS

WINE / SPIRITS

MAJOR PURCHASES

• BOUGHT IN LAST SIX MONTHS / LONGER AGO

• PLANNING TO PURCHASE IN NEXT SIX MONTHS

• BOUGHT ONLINE IN LAST SIX MONTHS

• RESEARCHED ONLINE IN LAST SIX MONTHS

2-IN-1 LAPTOP / TABLET DEVICE

BLU-RAY PLAYER

BROADBAND / HI-SPEED INTERNET

CARS / AUTOMOBILES

DESKTOP COMPUTER

DIGITAL CAMERA

DISHWASHER

DVD PLAYER

E-READER

FLAT-SCREEN TV

FURNITURE / HOME EQUIPMENT

GAMES CONSOLE

HEADPHONES / EARPHONES

HOME APPLIANCES (WHITE GOODS)

HOUSING / PROPERTY

JEWELLERY

LAPTOP (>10” SCREEN)

MOBILE PHONE

MOTORCYCLE

SATELLITE/CABLE TV

SUBSCRIPTION/MEMBERSHIP TO AN OFFLINE SERVICE

(E.G. GYM OR CAR RENTAL)

SUBSCRIPTION/MEMBERSHIP TO AN ONLINE SERVICE

(E.G. SPOTIFY OR NETFLIX)

TABLET DEVICE

VACATION (ABROAD)

VACATION (IN MY OWN COUNTRY)

VACUUM CLEANER

FINANCIAL PRODUCTS

• BOUGHT IN LAST SIX MONTHS

• INTEND TO PURCHASE WITHIN NEXT SIX MONTHS

• BOUGHT ONLINE IN LAST SIX MONTHS

• RESEARCHED ONLINE IN LAST SIX MONTHS

AUTOMOTIVE INSURANCE

ANNUITIES

BONDS

CONTENTS INSURANCE

FOREIGN CURRENCY EXCHANGE SERVICES

HEALTH INSURANCE

HOME-OWNERS INSURANCE

LANDLORD INSURANCE

LIFE INSURANCE

MORTGAGE

MUTUAL / MANAGED INVESTMENT FUNDS

PREMIUM CURRENT ACCOUNT

SAFE DEPOSIT BOX

SHORT-TERM LOANS (LESS THAN 30 DAYS)

TRAVEL INSURANCE

ON PRO, YOU CAN LOOK AT PURCHASE AUDIENCES FOR ANY OF THE FOLLOWING PRODUCTS:

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Jason ManderDirector, Research & Insight

E jason@globalwebindex.net

Katie YoungTrends Analyst

E katie@globalwebindex.net@thejasonmander @katie_young11