VIETNAM

OCTOBER 2012
we are social

SOCIAL, DIGITAL AND MOBILE IN

FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASE CONTACT SIMON KEMP AT WE ARE SOCIAL: SAYHELLO@WEARESOCIAL.SG @WEARESOCIALSG +65 9146 5356 WEARESOCIAL.SG
3

OCT 2012

VIETNAM
91,519,000
TOTAL POPULATION 31% URBAN 34% INTERNET PENETRATION 9% SOCIAL NETWORKING PENETRATION 139% MOBILE PENETRATION 69% RURAL

30,858,742
INTERNET USERS

8,525,000
USERS ON TOP SOCIAL NETWORK

127,318,045
MOBILE SUBSCRIBERS

COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012); URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (OCT 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)

CURRENT POPULATION OF VIETNAM:

91,519,000
SOURCE: THE US CENSUS BUREAU (OCT 2012)

VIETNAMS POPULATION WILL GROW BY ALMOST

1,000,000
PEOPLE IN 2012 ALONE
SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU

54%
OF VIETNAMS POPULATION IS UNDER THE AGE OF 30

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012)

25%
OF VIETNAMS POPULATION IS BELOW THE AGE OF 15

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU

69%
OF VIETNAMS POPULATION LIVES IN RURAL AREAS

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011)

INTERNET USERS IN VIETNAM:

30,858,742
SOURCE: INTERNETWORLDSTATS (SEP 2012)

INTERNET PENETRATION IN VIETNAM IS AROUND

34%
SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012)

10

(!

THATS HIGHER THAN THE GLOBAL AVERAGE OF 33%

)!
11

SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012)

NEW INTERNET USERS IN VIETNAM THIS YEAR:

1,590,000
SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS

12

GROWTH IN INTERNET USERS IN VIETNAM IN 2012:

5%
SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS

13

VIETNAMS INTERNET POPULATION IS THE

18TH LARGEST
IN THE WORLD

SOURCE: INTERNETWORLDSTATS (SEP 2012)

14

95%
OF VIETNAMESE PEOPLE AGED 15-24 HAVE ACCESS TO THE INTERNET

SOURCE: CIMIGO NETIZENS REPORT 2012

15

73%
OF VIETNAMS INTERNET USERS ARE UNDER 35

SOURCE: COMSCORE (APR 2012)

16

66%
OF VIETNAMESE NETIZENS USE THE WEB EVERY DAY

SOURCE: CIMIGO NETIZENS REPORT 2012

17

VIETNAMESE NETIZENS SPEND AN AVERAGE OF

29 HOURS
ON THE INTERNET EACH MONTH

SOURCE: COMSCORE (APR 2012)

18

DEVICES THAT VIETNAMESE NETIZENS USE TO GO ONLINE:

81%
DESKTOPS

56%
MOBILES

47%
LAPTOPS
SOURCE: CIMIGO NETIZENS REPORT 2012

19

75%
OF VIETNAMESE HOUSEHOLDS HAVE A DESKTOP COMPUTER

SOURCE: NIELSENWIRE (NOV 2011)

20

WHERE ARE VIETNAMS NETIZENS GOING ONLINE?

VS

88%
FROM HOME

36%
FROM WEBCAFS
SOURCE: YAHOO!-KANTAR MEDIA NET INDEX VIETNAM 2011

21

95%
OF VIETNAMS INTERNET USERS VISIT ONLINE NEWS SITES

SOURCE: CIIMIGO NETIZENS REPORT 2012

22

90%
OF VIETNAMESE NETIZENS WATCH ONLINE VIDEO

SOURCE: COMSCORE VIDEO METRIX (AUG 2012)

23

(!

THE ASIAN AVERAGE IS JUST 69%

)!
24

SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012

UNIQUE VIEWERS OF ONLINE VIDEO IN VIETNAM IN JUNE 2012:

13,050,000
SOURCE: COMSCORE VIDEO METRIX (AUG 2012)

25

THE AVERAGE NETIZEN IN VIETNAM WATCHED

137 VIDEOS
IN JUNE 2012

SOURCE: COMSCORE VIDEO METRIX (AUG 2012)

26

NUMBER OF ONLINE VIDEOS WATCHED BY NETIZENS IN VIETNAM IN JUNE 2012:

1,792,848,000
SOURCE: COMSCORE VIDEO METRIX (AUG 2012)

27

(!

THATS MORE THAN 691 VIDEOS EVERY SECOND

)!
28

SOURCE: BASED ON DATA FROM COMSCORE VIDEO METRIX (AUG 2012)

79%
OF VIETNAMS INTERNET USERS VISIT ONLINE RETAIL SITES

SOURCE: COMSCORE MEDIA METRIX (APR 2012)

29

61%
OF VIETNAMS NETIZENS MAKE ONLINE PURCHASES

SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012)

30

89%
OF VIETNAMS NETIZENS INTEND TO MAKE ONLINE PURCHASES IN THE NEXT 6 MONTHS

SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012)

31

55%
OF VIETNAMESE NETIZENS BELIEVE THE INTERNET HAS HELPED IMPROVE THEIR SELF-CONFIDENCE

SOURCE: ADMA YEARBOOK 2012

32

86%
OF VIETNAMESE INTERNET USERS VISIT SOCIAL NETWORKING SITES

SOURCE: COMSCORE MEDIA METRIX, APR 2012

33

SOCIAL NETWORK USERS IN VIETNAM:

8,525,000
SOURCES: FACEBOOK (OCT 2012)

34

NEW SOCIAL MEDIA USERS IN VIETNAM THIS YEAR:

1,723,000
SOURCES: BASED ON FIGURES FROM FACEBOOK (OCT 2012) AND ZING.ME (NOV 2011)

35

19%
OF VIETNAMESE NETIZENS USE SOCIAL NETWORKS EVERY DAY

SOURCE: CIMIGO NETIZENS REPORT 2012

36

79%
OF VIETNAMS SOCIAL MEDIA USERS HAVE LIKED OR FOLLOWED A BRAND

SOURCE: NIELSENWIRE (AUG 2011)

37

81%
OF VIETNAMESE NETIZENS USE SOCIAL MEDIA TO INFORM PURCHASE DECISIONS

SOURCE: NIELSEN (MAR 2012)

38

(!

THATS SIGNIFICANTLY HIGHER THAN THE ASIAN REGIONAL AVERAGE OF 60%

)!
39

SOURCE: NIELSEN (MAR 2012), AS CITED IN THE ADMA YEARBOOK 2012

IN OCTOBER 2012, FACEBOOK OVERTOOK ZING TO BECOME VIETNAMS TOP SOCIAL NETWORK

SOURCE: BASED ON THE LATEST SITE-REPORTED FIGURES FOR BOTH NETWORKS, AS OF OCT 2012

40

USERS ON TOP SOCIAL NETWORKS IN VIETNAM

VS

8.5 M
FACEBOOK

8.2 M
ZING
SOURCE: LATEST SITE-REPORTED FIGURES FROM EACH NETWORK, AS AT OCT 2012

41

THE NUMBER OF FACEBOOK USERS IN VIETNAM HAS GROWN BY MORE THAN

500,000
IN THE PAST 2 WEEKS ALONE

SOURCE: SOCIALBAKERS (OCT 2012)

42

JUN 2012

SOCIAL NETWORK VISITORS

8.2 M 6.8 M

1.9 M

FACEBOOK

ZING

YUME
SOURCE: DOUBLECLICK ADPLANNER (JUN 2012, AS CITED IN VIETNAMNET BRIDGE)

43

28%
OF VIETNAMESE NETIZENS HAVE A FACEBOOK ACCOUNT

SOURCE: BASED ON DATA FROM FACEBOOK (OCT 2012) AND INTERNETWORLDSTATS (SEP 2012)

44

GLOBALLY, VIETNAM IS FACEBOOKS FASTEST GROWING COUNTRY, GROWING

146%
IN THE PAST 6 MONTHS ALONE
SOURCE: SOCIALBAKERS (OCT 2012)

45

A NEW USER FROM VIETNAM JOINS FACEBOOK EVERY

3 SECONDS
SOURCE: BASED ON DATA FROM SOCIALBAKERS (OCT 2012)

46

94%
OF VIETNAMS FACEBOOK USERS ARE UNDER 35

SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012)

47

OCT 2012
35--44: 3%

FACEBOOK IN VIETNAM
45-54: 1% 55-64: <1% 65+: <1%

25-34: 23%

13-17: 17% FEMALE: 44% MALE: 56% 18-24: 54%

SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012)

48

OCT 2012

TOP FACEBOOK PAGES IN VIETNAM

# FACEBOOK PAGE LIKES

01 EWAY.VN 02 CHONMUA 03 APPSTORE.VN 04 MUACHUNG 05 KFC VIETNAM

928,991 741,178 228,756 225,949 222,281

SOURCE: SOCIALBAKERS (OCT 2012)

49

27%
OF VIETNAMESE NETIZENS HAVE A ZING ACCOUNT

SOURCE: BASED ON THE LATEST AVAILABLE FIGURES FROM ZING.ME (AS AT OCT 2012), AND INTERNETWORLDSTATS (OCT 2012)

50

ZINGS REACH ACROSS VIETNAMS NETIZENS:

59%
SOURCE: COMSCORE MEDIA METRIX (APR 2012)

51

77%
OF ZINGS USERS ARE UNDER 25

SOURCE: ZING (MAR 2012)

52

MAR 2012

ZINGS USER BASE BY AGE

36+: 11% 25-35: 12% 13-17: 38%

18-24 39%

SOURCE: ZING (MAR 2012)

53

8,000,000
CHAT MESSAGES ARE SENT ON ZING EVERY DAY

SOURCE: ZING (MAR 2012)

54

24%
OF VIETNAMS NETIZENS HAVE A YOUTUBE ACCOUNT

SOURCE: NIELSEN, AS CITED IN THE ADMA YEARBOOK 2012

55

9%
OF VIETNAMESE NETIZENS HAVE USED TWITTER IN THE PAST MONTH

SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012)

56

UNIQUE VISITORS TO PINTEREST FROM VIETNAM IN Q1 2012:

45,000
SOURCE: COMSCORE MEDIA METRIX (APR 2012)

57

35%
OF VIETNAMS MOBILE INTERNET USERS ACCESS SOCIAL MEDIA ON THEIR PHONE

SOURCE: CIMIGO NETIZENS REPORT 2012

58

MOBILE PHONE SUBSCRIPTIONS IN VIETNAM:

127,318,045
SOURCES: BASED ON ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)

59

(!

THE NUMBER OF MOBILE SUBSCRIPTIONS IN VIETNAM HAS DECLINED BY 2% THIS YEAR

)!
60

SOURCE: BASED ON ITU SUBSCRIBER FIGURES (NOV 2011 AND SEP 2012)

ON AVERAGE, EVERYONE IN VIETNAM HAS AROUND

1.4
MOBILE SUBSCRIPTIONS

SOURCE: BASED ON ITU SUBSCRIBER FIGURES (SEP 2012) AND DATA FROM THE US CENSUS BUREAU (OCT 2012)

61

2,100,000,000
ADVERTS ARE SERVED TO MOBILE DEVICES IN VIETNAM EVERY MONTH

SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012

62

(!

THATS MORE THAN 805 ADVERTS EVERY SECOND

)!
63

SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012

Q1 2012
59%

SHARE OF MOBILE AD IMPRESSIONS

22% 5% 3%

NOKIA

SAMSUNG

LG

APPLE
SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012

64

93%
OF MOBILE ADVERTS IN VIETNAM ARE DELIVERED TO FEATURE PHONES

SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q4 2011

65

TOP HANDSET BY SHARE OF AD IMPRESSIONS:

NOKIA 3110
SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012

66

62%
OF VIETNAMS INTERNET USERS ACCESS VIA MOBILE DEVICES

SOURCE: BASED ON DATA FROM BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012), AND INTERNETWORLDSTATS (OCT 2012)

67

MOBILE INTERNET USERS IN VIETNAM:

19,000,000
SOURCE: BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012)

68

38%
OF MOBILE USERS IN VIETNAM GO ONLINE VIA THEIR PHONES

SOURCE: CIMIGO NETIZENS REPORT 2012

69

SMARTPHONE PENETRATION IN VIETNAM:

16%
SOURCE: ERICSSON CONSUMERLAB (AUG 2012)

70

35%
OF VIETNAMS MOBILE USERS USE MOBILE APPS

SOURCE: ERICSSON CONSUMERLAB (AUG 2012)

71

32%
OF VIETNAMS NETIZENS WOULD MAKE ONLINE PURCHASES VIA THEIR PHONE

SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012)

72

28776 98762 9 5 2 4 0 3 3 2 2 6 7 7 8 8 5 9 4 3 3 9 2 0 7 3 8 7 7 2 8 9 9 3 38723 2 9361937 6 3 8 2 9 34 2 7 7 8 2 9 9 5 2 4 3 8 0 9 2 0 9 6 2 5 7 4 2 9 4 8 4 5 5 4 2 3 7 534876 3 6 7 2 6 8 4 3 5 4 7 78276282927352412 6 3 2 6 7 87623 876234 3 5 2 9 8 4 9 3 0 2 4 6 3 7 2 9 9 8 0 5 5 4 4 7 3 9 8 8 0 3 9 0 08572 4 9 3 2 8 9 0 8 62348723476234 9 4 3 0 6 5 7 8 5762 3 4 4 2 2 3 7 7 8 8 5 9 4 0 3 5 2 4 6 3 5 7 4 8 6 0 3 9 7 6 8 8 968395 4 5 3 7 9 8 5 4 394857298264359 7 8 9 5 4 3 2 90 6 0 7 4 4 2 3 3 2 8 5 9 6 9 7 4 4 8 3 3 0 6 8 7 0 8 9 5 4 4 8 3 9 498234 3 2 8 9 0 4 3 2 9 0 45085698734569872 9 0 2 9 8 3 234 9 6 7 8 4 3 8 4 3 6 7 2 4 7 5 9 5 4 6 3 7 2 6 6 8 7 7 4 4 3 3 2 2 762349 3 8 2 8 9 0 6 5 4 7 9 5 35473465987340598 4 2 3 7 23 9 6 8 7 4 9 3 4 1 3 2 2 5 6 4 7 2 8 3 0 7 9 8 5 5 4 9 2 4 7 3 9 9 86230 5 3 2 6 7 8 5 4 3 7 9 8 56703495872387230 0 5 4 8 623409 78620 7 4 9 9 4 3 3 2 2 6 8 8 9 4 6 9 2 3 4 2 7 6 9 8 6 7 3 9 7 4 9 3 394861 2 6 7 4 9 3 2 23782872379724 6 8 9 4 3 2 6 8 534 7 3 9 6 4 7 3 2 6 6 7 8 8 4 9 8 4 1 3 4 2 7 1 8 6 9 8 7 9 4 4 2 3 9 243783 8 9 3 2 1 8 9 2 7 8612409723498612 8 9 3 6 7 8 4 20 3 7 5 6 7 8 8 0 4 4 7 9 8 3 3 2 4 8 6 9 7 0 4 8 3 9 8 4 7 3 4 0 7 38756 4 2 7 8 5 4 3 2 6 5 4 97623645234765888 6 3 7 8 9 95 5 3 3 8 4 6 6 9 2 4 8 5 9 3 2 7 7 9 5 8 8 5 4 4 9 7 3 8 8 9 9 5 0 5 476234 3 2 5 6 7 4 8 3 6 7 8 5 4 45609845987345874 3 2 7 34982 345698 2 7 8 8 9 9 0 6 4 5 3 8 2 0 9 5 0 4 9 3 0 2 2 7 9 9 8 8 3 5 9 0 476438 5 5 6 7 6 8 7 7623495876234 4 3 2 8 9 5 0 4 3 37628 7 8 8 9 2 5 8 6 9 4 0 3 6 7 5 4 4 7 5 9 3 5 6 4 8 2 7 3 6 7 8 9 7 521348 4 2 3 7 8 5 9 4 3 450987324576234 9 0 3 2 7 8 586 3 9 2 3 7 8 8 6 5 9 9 4 4 5 3 3 0 7 7 9 6 8 5 5 9 4 0 7 5 8 8 9 3 762345 090294 4 3 2 5 6 7 4 8 3 6 8034998324GET 7 8 5 4 3 349 2 2 7 8 8 MORE #SDMW REPORTS AT WEARESOCIAL.SG 9 9 4 6 3 5 2 4 8 3 9 7 0 8 4 9 3 6 2 5 9 8 0 0 9 5 0 4 3 893892 3 4 6 7 4 5 5 6 7 6 8 7 23495876234058972 4 3 2 8 9 9 4 5 3 0 2 4 6 3 7 7 3 8 8 9 2 5 8 6 9 4 0 3 6 7 5 4 4 5 7 9 3 6 973245 8 4 3 1 2 5 4 2 3 7 8 5 98732457623478678 9 4 3 9 723458 387230 8 2 9 7 6 8 5 5 4 9 3 4 7 3 8 0 9 7 6 6 5 5 8 9 0 0 5 5 4 8 3 3 058972 4 3 2 6 7 8 5 4998324090294 9 4 3 2 6 7 9 8 8234 5 9 4 7 5 9 0 8 4 2 3 6 7 7 8 3 9 8 5 2 6 8 4 9 3 0 7 6 4 5 5 4 3 786786 4 3 2 6 7 5 4 2 3 2452134897324597 7 8 9 0 5 4 34 3 9 7 0 8 3 0 2 9 7 6 8 8 3 5 2 9 7 3 8 73 8 5 6 9 9 4 4 3 5 0 3 7 7 2347623459874589 83240902943850956

WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WERE ALREADY HELPING MANY OF THE WORLDS TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTL, HEINZ, AND LOUIS VUITTON. IF YOUD LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.

WE ARE SOCIAL SINGAPORE @WEARESOCIALSG +65 9146 5356 SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG