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)!

3!

CURRENT POPULATION OF VIETNAM:!

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

4!

VIETNAMS POPULATION! WILL GROW BY ALMOST!

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

5!

54%!
OF VIETNAMS POPULATION! IS UNDER THE AGE OF 30!

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

6!

25%!
OF VIETNAMS POPULATION! IS BELOW THE AGE OF 15!

SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU!

7!

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)!

8!

INTERNET USERS IN VIETNAM:!

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

9!

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!

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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.!

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