06 - GMK Vietnam Media Landscape Q3 2018

VIETNAM MEDIA
LANDSCAPE Q3 2018
GroupM Knowledge | Dec 2018
AGENDA
1. Vietnam Overview
2. Vietnam Media Landscape
• TV
• Digital
• Print
• Radio
• OOH
• Cinema
2
VIETNAM
OVERVIEW
3
GroupM Knowledge Vietnam
VIETNAM HIGHLIGHTS 2018 123.9 Million

Active mobile
subscriptions
95.5 million people GDP growth 9M 2018: 6.98%
52.5 Million
Internet users
Country’s Exports 9M 2018: US$179.47b
median age: 30.8 y.o. 16.3% growth
51.6 Million
3G connection
~ 25 Million of Imports 9M 2018: US$173.14b subscriptions
households 12.4% growth
13+ Million
Urban pop: Rural pop 4G connection
(36% : 64%) GDP 2017: 224b USD subscriptions
49.3 Million
Male : Female GDP per capita 2017: 2,385 US$
(49.3% : 50.7%)
Social media
active users
Source: Vietnam General Statistic Office, United Nation – Oct 2018; Vietnam Telecommunication Authority (VNTA) – Oct 2018;
4
eMarketer, Oct 2018; Vietnamnet, Jul 2018
CONSUMER CONFIDENCE INDEX Q3 2018

Increasing by 9 points against Q2 2018, Vietnam consumer confidence level in Q3 2018 (129) has hit the high-point in
the past 10 years, ranking the 2nd most optimistic country globally. The increase is due to the growth in confidence in
employment prospects and personal finances
127 127 126 127 128 127 126 129

124
120
115 117
112 114 110 112
106 104 106 104 102
97 98
94
Global APAC Indonesia Malaysia Philippines Singapore Thailand Vietnam
Q1 2018 Q2 2018 Q3 2018
5 SOURCE: Nielsen Global Consumer Confidence Survey, Q3 2018.

This is a global online survey conducted quarterly by Nielsen since 2005, currently include over 32,000 respondents from 64 countries including 14 from Asia Pacific.
VIETNAM
MEDIA LANDSCAPE
6
MEDIA PENETRATION P7D (URBAN)

Internet and Mobile Internet (95%) have surpassed TV (94%) to become the most popular media in the 6 key cities. Placing
fourth in terms of penetration, OOH has also reached 9 out of 10 people. The others maintain their relative positions as last
year.
94% 88% 95% 95% 92% 25% 15% 10%
TV PROGRAM TV SET INTERNET MOBILE INTERNET OUT OF HOME RADIO PRINTED CINEMA
NEWSPAPER
7 Have you watched/read/listen/been/accessed … P7D?

Source: GroupM 3D 2018 N=2900 urban adults aged 15-49, 6 key cities
MEDIA PENETRATION P7D (URBAN)

Internet (including mobile) penetration continues the upward trend since 2016. TV, OOH and Radio have bounced back to
previous level while the rest remains stable.
94 92 94 93 95 92 95 92
86 88 88
83
82 81
23 25
18 17 15 14
9 10
TV programs TV set Internet Mobile Internet OOH Radio Printed Newspaper Cinema
2016 2017 2018
8 Have you watched/read/listen/been/accessed … P7D?

Source: GroupM 3D 2016/7/8 N=2900 urban adults aged 15-49, 6 key cities
MEDIA PENETRATION YST (URBAN)

Similar pattern is observed for yesterday timeframe.
+ 4% + 3% + 5% + 5% + 13%
93 92
89 88 87
81 85 82
74 77 75 72 73 69
17 13 18
9 8
TV program TV Set Internet Mobile Internet OOH Printed Newspaper Radio
3D 2016 3D 2017 3D 2018

Decreased
9 Have you watched/read/listen/been/accessed … YST? Increased
TIME SPENT ON MEDIA

Time spent on Internet continues its dominance in daily media consumption, approximately 2.7 hours per day. TV
consumption bounces back to 1.7 hours per day in 2018 possibly due to some major events such as World Cup, Asiad …
MINUTES PER AVERAGE DAY 163
126
115
108 110 103
95
84
31 36
23 20
7 9 10 5 6 10 7 5
TV Newspapers Magazines Radio Internet

3D 2015 3D 2016 3D 2017 3D 2018 (*) Time spent in 2018 for Newspaper and Magazine includes only printed format
How many hours do you spend on TV/ Newspaper/ Magazines/ Radio/ Internet?
10
Source: GroupM 3D 2015/6/7/8 N=2900 urban adults aged 15-49, 6 key cities
TOTAL ADEX (TV, PRINT, RADIO) – 9M 2018 VS 9M 2017

• Ad spend on TV in nine months of 2018 has increased by 10% while spending in Print experiences a decline of 16%
against the same period last year. Ad spend in Radio goes up significantly, mostly due to the additional radio channel
being measured since Jan 2018.
• Overall, Total Ad spend (TV, Print, Radio) grows by 10%.
Total AdEx
9M 2018 9M 2017 % Change 9M 2017 9M 2018
+ 10%
33,388
33,387 30,244 30,244
TV +10%
Print 796 946 -16%
Radio 809 646 25%

-16% + 25%
Total 34,993 31,836 +10% 946 796 646 809
Unit: Billion VND TV Print Radio
(*) % increase Radio AdEx due to more radio channels are measured:
Binh Duong – FM 92.5 is added to Radio list since Jan 2018
11 Source : Kantar Media Vietnam

TOP 10 ADEX (TV, PRINT, RADIO) BY CATEGORY

In 9M 2018, Milk products, Hair care and Laundry & Detergent remain to be the top 3 categories with highest ad spend
though the last category experiences a decline of 9% against the same period last year. Growing by 68% in Ad spend,
Nutrition & Energy Drinks ranks 4th while Soft drinks has managed to be in the top 5 categories spending most with 31%
growth in Ad spend.
YOY
ADEX 9M 2018 Growth ADEX 9M 2017
MILK PRODUCTS 5,641 -1%
MILK PRODUCTS 5,699
HAIR CARE 2,337 +1%
HAIR CARE 2,319
LAUNDRY & DETERGENT 2,063 -9%
LAUNDRY & DETERGENT 2,264
NUTRITION & ENERGY +68%
1,961 HEALTH DRINK FOODS 1,258
DRINKS
SOFT DRINKS 1,427 +31% NUTRITION & ENERGY
1,168
DRINKS
HEALTH DRINK FOODS 1,342 DENTAL & ORAL CARE 1,097
DENTAL & ORAL CARE 1,272 SOFT DRINKS 1,090
SPECIALIZED
1,206 TELECOMS EQUIPMENT 846
DISTRIBUTION
PASTA & RICE 1,156 TEA & INFUSION 825
TEA & INFUSION 867 PASTA & RICE 739
12
Unit: Billion VND

Source : Kantar Media Vietnam
TOP 10 ADEX (TV, PRINT, RADIO) BY ADVERTISER

The top 4 advertisers in terms of Adex remains unchanged though the top 2 i.e. Unilever and Vinamilk witness a drop of
6% and 7% respectively. Placing 3rd and 4th, P&G and SPVB register a growth of 19% and 22% in Adex respectively.
Tripling its Ad spend, Masan completes the top 5 spender list.
YOY
UNILEVER 4,735 -6% UNILEVER 5,020
VINAMILK 2,739 -7% VINAMILK 2,951
P&G 1,719 +19% P&G 1,446
SUNTORY PEPSICO 1,331 +22% SUNTORY PEPSICO 1,093
MASAN FOOD 1,311

+201% TAN HIEP PHAT 972
TAN HIEP PHAT 1,194 FRIESLANDCAMPINA 895
ABBOTT 1,119 SAMSUNG 850
NESTLE 999 NESTLE 722
SAMSUNG 963 ABBOTT 673
THE GIOI DI DONG 933 COCA-COLA 521

13
Unit: Billion VND

TOP 10 ADEX (TV, PRINT, RADIO) BY BRAND

More than tripling and doubling their Ad spend, Dienmayxanh and Milo, respectively, have become the 1st and 4th brand
spending most in 9M 2018. Downy places second with Adex growing 28%. Samsung, by contrast, declines Adex by 3%,
falling to 3rd position. P/S rounds off the top 5 with Ad spend increasing by 6%.
YOY
DIENMAYXANH.COM 869 +221% SAMSUNG (MOBILE PHONE) 530
DOWNY 587 +28% VINAMILK (FRESH MILK) 491
SAMSUNG (MOBILE PHONE) 514 -3% DOWNY 459
MILO (ENERGY POWDER +118% P/S (TOOTHPASTE) 438

465
DRINKS)
+6%
P/S ( (TOOTHPASTE)) 463 CLEAR (SHAMPOO) 435
COMFORT 415 COMFORT 354
ENSURE (NUTRITION VINAMILK (EATING &

394 338
POWDER MILK) FLAVOURED YOGHURT)
VINAMILK (FRESH MILK) 368 OMO (DETERGENT) 319
NUMBER 1 (ENERGY NUMBER 1 (ENERGY DRINK) 312

366
DRINK)
ENSURE (NUTRITION
CLOSE-UP (TOOTHPASTE) 365 287
14 POWDER MILK)
Unit: Billion VND

TELEVISION
15
TV VIETNAM OVERVIEW
106 FTA TV channels
91 Pay TV channels
58 foreign channels localized as per MIC guidelines

67 Broadcasting stations
(2 national TV stations, VTC station & 64 provincial stations)
16 Source: Ministry of Information and Communication Report Jul 2018, ICTnews.vn

PAY-TV OVERVIEW
34 Pay TV service providers
91 Pay TV, channels Pay TV market Share (2016)
58 foreign channels localized as per MIC guidelines
14 million pay-tv subscribers 5% 3%
4%
SCTV
Cable TV DTH Pay TV IPTV
5% 29% VTVCAB
Providers Providers
K+
VIETTEL
11%
MYTV
FPT
(VNPT)
AVG
8%
VTC
HTVC
(FPT) 24%
11%
(Viettel) Source: MediaPartners 2016 , K + Pay TV market analysis

(AVG)
17 Source: Ministry of Information and Communication Report Jul 2018, ICTnews.vn

PAY-TV SUBSCRIBERS
The number of Pay-TV subscribers shows a steady growth and reaches around 14 million nationwide in H1 2018.
Pay-TV Subscriptions
(In millions)
14.0
13.2
12.5
9.9
7.5
6.8
6.1
4.7
3.9
2010 2011 2012 2013 2014 2015 2016 2017 H1 2018
18 SOURCE: Ministry of Information and Communication Report, Jul 2018

FROM ANALOGUE TO DIGITAL TV

MIC plans to complete the switch from terrestrial TV
broadcasting transmission by analogue to digital by the end
of 2020 within four distinct phases.
On 15th Aug 2016, all channels in 5 key cities had been
switched off from analogue signal.
On 31st Dec 2016, analogue signal was switched off in 8
provinces: Bac Ninh, Ha Nam, Hung Yen, Hai Duong, Vinh
Phuc, Binh Duong, Vinh Long, Hau Giang.
Another 15 provinces are on the plan to stop analog TV by
Aug 16th, 2017 (Thai Binh, Nam Dinh, Ninh Binh, Bac Giang,
Phu Tho, Quang Ninh, Thai Nguyen, Dong Nai, Ba Ria –
Vung Tau, Binh Thuan, Tien Giang, Ben Tre, Dong Thap, An
Giang).
7 provinces including Khanh Hoa, Binh Phuoc, Tra Vinh,
Phase Roll-out Deadline plan
Soc Trang, Bac Lieu, Ca Mau, and Kien Giang switched off
1 5 municipalities 31 Dec 2015 from analogue signal from 31 Dec 2017. Tay Ninh will switch
off from analogue within 2018
2 25 provinces 31 Dec 2016
Before 31 Dec 2018, other 12 provinces including Thanh
3 18 provinces 31 Dec 2018
Hoa, Nghe An, Ha Tinh, Quang Binh, Quang Tri, Thua Thien
4 15 provinces 31 Dec 2020 Hue, Quang Nam, Quang Ngai, Binh Dinh, Phu Yen, Lam
Dong & Ninh Thuan will witch off from analogue signal.
19 SOURCE: Ministry of Information and Communications (MIC), Mar 2018

TOP 10 TV ADEX BY CATEGORIES – 9M 2018 VS 9M 2017

The top 4 categories in terms of TV Adex remains unchanged. Meanwhile the top 2 i.e. Milk products and Hair Care
maintain their budget for TV advertising, the 3rd – Laundry & Detergent has witnessed a slight drop of 9% while the 4th –
Nutrition & Energy Drinks registered a significant growth of 68%. Soft Drinks rounds off the top 5 with TV Adex increasing
by 31% compared to same period last year.
ADEX 9M 2018 YOY Growth ADEX 9M 2017
MILK PRODUCTS 5,632 -1% MILK PRODUCTS 5,690
HAIR CARE 2,327 +1% HAIR CARE 2,312
LAUNDRY & DETERGENT 2,062 -9% LAUNDRY & DETERGENT 2,264

NUTRITION & ENERGY
NUTRITION & ENERGY 1,957 +68% 1,163
DRINKS
DRINKS
1,417 +31% HEALTH DRINK FOODS 1,156
SOFT DRINKS
DENTAL & ORAL CARE 1,266 DENTAL & ORAL CARE 1,091
HEALTH DRINK FOODS 1,222 SOFT DRINKS 1,086
PASTA & RICE 1,153 TELECOMS EQUIPMENT 835
SPECIALIZED DISTRIBUTION 1,148

TEA & INFUSION 820
TEA & INFUSION 865 PASTA & RICE 737

Unit: Billion VND
TOP 10 TV ADEX BY BRANDS – 9M 2018 VS 9M 2017

More than tripling and doubling their TV Ad spend, Dienmayxanh and Milo, respectively, have become the 1st and 4th
brand spending most on TV in 9M 2018. Downy places second with TV Adex growing 28%. Samsung, by contrast,
declines TV Ad spend by 3%, falling to 3rd position. P/S completes the top 5 with TV Adex increasing by 6%.

DIENMAYXANH.COM 862 +226% SAMSUNG (MOBILE PHONE) 524
DOWNY 587 +28% VINAMILK (FRESH MILK) 490
SAMSUNG (MOBILE PHONE) 508 -3% DOWNY 459
MILO (ENERGY POWDER DRINKS) 465 +119% P/S (TOOTHPASTE) 438
P/S (TOOTHPASTE) 463 +6% CLEAR (SHAMPOO) 434

COMFORT 415 COMFORT 354
ENSURE (NUTRITION POWDER VINAMILK (EATING & FLAVOURED
MILK) 394 338
YOGHURT)
VINAMILK (FRESH MILK) 368 OMO (DETERGENT) 319
NUMBER 1(ENERGY DRINK) 366

NUMBER 1 (ENERGY DRINK) 312
CLOSE-UP (TOOTHPASTE) 365 ENSURE (NUTRITION POWDER 287

MILK)

Unit: Billion VND
TOP 10 TV ADEX BY ADVERTISERS – 9M 2018 VS. 9M 2017

The top 4 advertisers in terms of TV Adex remains unchanged though the top 2 i.e. Unilever and Vinamilk witnessed a
slight drop of 6% and 7% respectively. Placing 3rd and 4th, P&G and SPVB register a growth of 19% and 22% in TV Adex
respectively. Tripling its TV Ad spend, Masan places fifth in the top spender list.
UNILEVER 4,734 -6% UNILEVER 5,018
VINAMILK 2,737 -7% VINAMILK 2,949
P&G 1,719 +19% P&G 1,446
SUNTORY PEPSICO 1,329 +22% SUNTORY PEPSICO 1,090
MASAN 1,310 +201% TAN HIEP PHAT 969
TAN HIEP PHAT 1,193 FRIESLANDCAMPINA 893
ABBOTT 1,119 SAMSUNG. 838
NESTLE 998 NESTLE 720
SAMSUNG 950 ABBOTT 672
THE GIOI DI DONG 924 COCA-COLA 520

Unit: Billion VND
TV ADEX BY TOP CHANNEL (9M 2018 VS. 9M 2017)

• In FTA category, the top 3 channels i.e. VTV3, HTV7, THVL1 remains unchanged and all enjoys an increase in Adex.
Witnessing a significant growth of 86% in Adex, ANTV has surpassed VTV1 which ranks 5th, to take 4th place.
• Among Pay-TV channels, registering an increase of 26%, Today TV strengthens its leadership in terms of TV Ad spend.
Doubling its TV Adex, VTVcab2 has taken over 2nd rank from its sister - VTVcab12 which also enjoys an increase of 8%.
Another channel from VTVcab, InfoTV holds 4th place with 20% growth in Adex. SCTV13 rounds off the top 5 though
experiencing a drop of 28% in Ad spend.
FTA CHANNELS PAY-TV CHANNELS

3,243 3,256 +26%
VTV3 2,932 +11% VTC7 - TodayTV 2,587
1,667 2,263 +107%
HTV7 (TH TP.HCM) 1,535 +9% VTVcab 2 - Phim Viet 1,092
1,579 2,072 +8%
THVL1 (PTTH Vinh Long) 1,389 +14% VTVcab 12 - Style TV 1,924
1,474 1,329 +20%
ANTV 792 +86% VTVcab 9 - InfoTV 1,105
1,288 842 -28%
VTV1 1,288 0% SCTV13 - ladyTV 1,169
1,011 788
HTV2 799
SCTV - Phim Tong Hop 963
602 737
BPTV2 - HomeTV 411
VTVcab 1 - Giai Tri TV 658
534 662
VTC1 276
VTVcab 5 - E Channel 562
524 646
HTV9 (TH TP.HCM) VTVcab 7 - D Dramas
392 598
361 555
VTV9 SCTV9
399 342
9M 2018 9M 2017
Unit: Billion VND
TV PENETRATION YESTERDAY (URBAN)

In 2018, TV penetration is bouncing back by 4% mainly driven by male and young consumers. The trend of TV set reflects
the same observation.
% WATCHED TV PROGRAM YESTERDAY % WATCHED TV PROGRAM

ON TV SET YESTERDAY
81
Total
85 74
Total 77
79
Male 71
84 Male 75
83
Female 77
86 Female 79
80
Age 15-24 70
86 Age 15-24 74
80 72
Age 25-34 Age 25-34
82 73
84 80
Age 35-49 Age 35-49
87 84
2017 2018 2017 2018
Have watched any TV programs on any device? Have watched any TV programs on TV?
24
Source: GroupM 3D 2017/8 N=2900 urban adults aged 15-49, 6 key cities
TV PENETRATION P7D (URBAN)

In the past 7 days, TV penetration also slightly increases in 2018, especially among the young group.
% WATCHED TV PROGRAM % WATCHED TV PROGRAM

P7D ON TV SET P7D
Total 92 Total 86
94 88
Male 91 Male 84
94 87
Female 93 Female 87
94 89
Age 15-24 90 Age 15-24 82

96 86
Age 25-34 91 Age 25-34 84

92 85
Age 35-49 94 Age 35-49 91

95 92
2017 2018 2017 2018
Have watched any TV programs on any device? Have watched any TV programs on TV?
25
FTA VS. PAY-TV PENETRATION (URBAN)

FTA channels are still more popular than Pay-TV to some extent. Young consumers (15-24 years old) however seem to
prefer watching Pay-TV to FTA.
Base: those who watch TV yesterday Base: those who watch TV P7D
n = 2,514 n = 2,753
% YESTERDAY % P7D
Total 74 Total 83
76 88
Male 74 Male 81
75 88
Female 74 Female 85
77 88
Age 15-24 71 Age 15-24 81

68 82
Age 25-34 72 Age 25-34 82

77 87
Age 35-49 78 Age 35-49 86

83 93
PayTV FTA PayTV FTA

Have you watched any channel on TV yesterday
26
TV WATCHING FREQUENCY (URBAN)

Consumers also watch TV more frequently in 2018 – an increase 7% of daily viewing. Yet, it is still a long-term declining
trend.
% Base: those who watch TV P1M

n = 2,808
2016 2017 2018
74
70
63
16 19
13 12 10
7 4 4
1 2 2 0
Everyday 4 to 6 days a week 2 to 3 days a week Once a week Less than once a week
How often do you personally watch TV?

27
TV WATCHING FREQUENCY 2018 (URBAN) – BY AGE AND GENDER

Female and older age group watch TV more frequently than the others.

n = 2,808
Total 70 25 5
Male 67 30 3
Female 74 22 4
Age 15-24 61 32 7
Age 25-34 69 26 5
Age 35-49 80 18 2
Daily Weekly Monthly
28 How often do you personally watch TV? TV channels?

AVERAGE DAILY TIME SPEND WATCHING TV BY AGE AND GENDER (URBAN)

Female and older age group remain the ones who spend more time on watching TV than others. Note that time spend
increase in 2018 among the youth is not as high as the rise among the old one.
Average MINUTES spend watching Average MINUTES spend watching

(incl. all FTA and Pay-TV) (incl. all FTA and Pay-TV)
2017 2018 116
111
100 103 100 103
96 94 94 97
92 91
125
107 103 110
92 100 98 97
90 86 84 84
Total Male Female Age Age Age Total Male Female Age Age Age
15-49 15-24 25-34 35-49 15-49 15-24 25-34 35-49
Average minutes Index Average minutes Index
On an average day, how much time do you spend watching TV (including all free-to-air and Cable TV channels)?
29
TV OCCASION OF CONSUMPTION – WEEKDAY VS. WEEKEND (URBAN)

In weekday, there are two distinctive peaks during noon time and 8pm-9pm. However, the slopes get flatter at weekend for
the same slots, i.e. more windows to reach audience in weekend.

n = 2,808 56
50
WEEKDAY 38
33
25
17 13 13 16
10
5 3 1 0
WEEKEND
50 46
44
28
17 18
6 7 13 13 10 6 1 0
30 Thinking about the last 1 Week / 7 Days, at which time slots were you most likely to be watching TV
TV OCCASION OF CONSUMPTION – FTA & PAY-TV (URBAN)

Between FTA and Pay-TV, there is no difference in occasion of consumption either during a day or weekday/ weekend.
% Base: those who watch both FTA & Pay TV

n = 2,120
WEEKDAY 44 45
31 50 27
23 43
16 12 35
10 11 27 10
4 22 2 0 0
14 11 12 14
8 4 3 0 0
FTA TV Pay TV
41 45
WEEKEND
31 52 30
26
18 41 38
15 14 12
9 29
4 25 3
16 16 16 0 0
15
8 5 3 1 0
31 Which type of TV channel below you have watched at these time slots?
SCREEN STACKING IS MORE AND MORE POPULAR IN URBAN

More and more TV viewers use mobile phone while watching TV (47% vs 23% in 2017). Yet, just a few of them are following
up with what being aired on TV (meshing).
% Base: those who watch TV on TV set P1M % Base: those who use mobile while watching TV
n = 2,689 n = 1,250
ACTIVITIES ON MOBILE
ACTIVITIES WHILE WATCHING TV
Chat/online message 74
Talking to others 59
General surfing 66
Using mobile phone 47
Doing housework 42 Checking social network 64
Having meals 38 Playing games 29

Snacking 37
Checking information of product seen 9
26 on TV
Cooking
Checking information of TV show seen 7
Using PC 13 on TV
None of these 11 Others 7
32 What activities are you doing while watching TV at home? Which activity describes your behavior on your mobile device while watching TV?
SCREEN STACKING IS MORE AND MORE POPULAR

Similar finding is found in The Connected Consumer Survey, that around two third internet users go online while they watch
television.
33 Source: Google Consumer Barometer - The Connected Consumer Survey 2017 (Base: 753 Internet users
(accessing via computer, tablet or smartphone) | TV Viewers)
TOP 10 TV FAVORITE PROGRAM (URBAN)

Vietnamese movie/ drama comes to the top of TV favorite programs on. Sport – Vietnamese receives much more favorability
from audience than previous years. Other programs in top 10 are kind of the same over the year.

n = 2,808
2016 2017 2018

1 Local News Local News Movie - Vietnamese
2 Current Affairs Movie - Chinese / Korean / Hong Kong Local News
3 International News Current Affairs Movie - Chinese / Korean / Hong Kong
4 Movie - Chinese / Korean / Hong Kong Movie - Vietnamese Sport - Vietnamese
5 Movie - Vietnamese International News Concert / Music / MTV
6 Talent contests - Vietnamese Talent contests - Vietnamese Talent contests
7 Games Show Games Show International News
8 Concert / Music / MTV Drama / Series – Vietnamese Games Show / Variety Show
9 Drama / Series – Vietnamese Concert / Music / MTV Sport - International
10 Sport - Vietnamese Drama / Series - Asian Current Affairs
35 Which TV program types that you usually watch?

TOP 10 TV PROGRAM TYPE IN 2018 – BY AGE GROUP (URBAN)

There is a clear difference in TV favorite program type among different age groups: 15-24 is totally skewed toward
entertainment shows while older ones opt to news.

n = 2,808
15-24 YEARS OLD 25-34 YEARS OLD 35-49 YEARS OLD

1 Movie -Vietnamese Movie - Vietnamese Local News
2 Movie - Chinese / Korean / Hong Kong Local News Movie - Vietnamese
3 Local News International News International News
4 Concert / Music / MTV Movie - Chinese / Korean / Hong Kong Movie - Chinese / Korean / Hong Kong
5 Talent contests - Vietnamese Sport - Vietnamese Sport - Vietnamese
6 Sport - Vietnamese Talent contests Talent contests - Vietnamese
7 Cartoon / Animation Concert / Music / MTV Concert / Music / MTV
8 Games Show / Variety Show Sport - International Sport - International
9 Sport - International Games Show / Variety Show Current Affairs
10 Sitcom - Local (Vietnamese) Current Affairs Games Show / Variety Show
36 Which TV program types that you usually watch?

PAY-TV SUBSCRIPTION PROVIDERS

SCTV maintains its no.1 in Pay-TV subscription in 2018 while VTV Cab drops by 5%. Both Viettel and FPT increase
considerably in the last year, which is a signal that urban consumers are moving from cable TV to Internet TV provider.
% Base: those who have Pay-TV subscription

n = 2,633
PAY-TV SUBSCRIPTION PROVIDERS
42 44 44
16 18
13 11 13
9 8
5 6 7 4 5 5 5 6 5 7 6
1 1 1 2
SCTV VTVCab VNPT HTV Viettel K+ AVG VTC Digicom FPT Other
2016 2017 2018
37 Who is your Pay-TV service provider?

DIGITAL
38
VIETNAM’S INTERNET PENETRATION

Number of Internet Users Internet penetration (%)
(In millions)
53.4
50.6 55.0% in 2018
47.7
44.4 52.6% by Dec 2017
40.5
50.1% by Dec 2016
31.3
33.2 47.0% by Dec 2015
30.6
26.8 43.3% by Dec 2014
22.8
20.8 30% by Sep 2010
18.6
14.7 20% by July 2007
10.7
10% by Sep 2005
6.4
2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 2017 2018
39 SOURCE: eMarketer, Oct 2018

INTERNET PENETRATION SHOWS A STEADY GROWTH IN URBAN

Internet penetration reached 95% urban population in 2018, a slow but steady growth compared to 2017. Middle and old age
groups continue to be the drivers of this uplift.
% INTERNET PENETRATION BY AGE GROUP
200% 120
94 95
85
74
58 64
46 Age 35-49
38
Age 25-34
11 14 19 19 26 28 32 31
28 29 Age 15-24
31 34
34 33 32 34
Total Penetration
61 57 51 47 40 39 36 35
0% -80
2006 2008 2010 2013 2015 2016 2017 2018
Have you accessed internet… P1M?

14 Source: GroupM 3D 2006 to 2018 N=2900 urban adults aged 15-49, 6 key cities
INTERNET PENETRATION 2018 BY AGE GROUP AND CITY (URBAN)

City-wise, internet penetration in Cantho is lower than other cities, driven by 35-49 years old group. Almost every consumer
from 15-34 accesses internet at least once in past one month.
% INTERNET PENETRATION BY AGE GROUP
TOTAL 95 98 95 98 95 90 96
99 98 97 100 95 100 97 100 98 96 99 100 99 95 99 99

88 86 87 90
78
Total Hanoi HCMC Da Nang Hai Phong Can Tho Nha Trang
Age 15-24 Age 25-34 Age 35-49
Have you accessed internet… P1M?

14 Source: GroupM 3D 2018 N=2900 urban adults aged 15-49, 6 key cities
FREQUENCY OF INTERNET ACCESS – GENDER AND AGE (URBAN)

Consumers also access internet more often. 9 out 10 are daily users across demography except 35-49 years old.
% Base: those who access internet P1M

n = 2,740
2017 2018
Total 82 11 5 2 91 7 2
Male 83 10 42 91 7 21
Female 81 12 5 2 91 7 11
Age 15-24 89 7 32 94 41
Age 25-34 85 10 31 94 51
Age 35-49 71 16 8 4 84 12 31
Everyday 4 to 6 days a week
2 to 3 days a week Once a week or less
42 How often do you use the internet?

AVERAGE DAILY TIME SPENT ONLINE (URBAN)

Online users not only expand in quantity but also in quality, reflected by their heavier time spend to access internet on a
daily basis. In fact, it takes them 2.7 hours a day for this media in 2018 compared to 2.2 hours in 2016/ 2017
Base: those who access internet P1M

n = 2,740
TIME SPENT TO ACCESS INTERNET ON

MINUTES PER AVERAGE DAY
AN AVERAGE DAY
163
136 134
128
39 41 42 41 42
35
31
27
18 21
12 14
5 5 4 5 4 5 3 7
Under 1 hour 1-3 hours 3-5 hours 5-7 hours 7+ hours

3D 2015 3D 2016 3D 2017 3D 2018
3D 2015 3D 2016 3D 2017 3D 2018
QUESTION: How many hours do you spend on Internet on an average day?

43
Source: GroupM 3D 2015/6/7/8 N=2900 urban adults aged 15-49, 6 key cities
INTERNET OCCASION OF CONSUMPTION (URBAN)

No significant difference is observed between weekday and weekend. However, during weekend morning, audience tends to
surf internet from 10am-12pm while it is 12pm-2pm during weekday.
Weekday Weekend
% Base: those who accessed internet P1M
n = 2,740
58
55
46 58
43 55
40 40
36
30 42 29
41
37 37
31
28 26
11
4
14
At what times of the day do you personally use the internet most often on the weekday/ weekend?
DEVICE TO ACCESS INTERNET (URBAN)

Smartphone maintains its domination as key device to access the internet (93%). Internet TV adoption keeps rising (12%)
while portion of connecting internet via other devices largely remain unchanged.
32% 34% 78%
19% 19% 85%
8% 16% 92%
9% 16% 93%
Desktop Laptop Smartphone
8% 14% 1%
5% 18% 3%
4% 15% 5%
6% 18% 12%
Feature Phone iPad/Tablet Internet TV
3D 2015 3D 2016 3D 2017 3D 2018

Which devices do you use to access the internet?
45 Source: GroupM 3D 2015/6/7/8 N=2900 urban adults aged 15-49, 6 key cities who accessed Internet in past 1 month
DAILY ONLINE ACTIVITIES (URBAN)

Social network and chat are the most popular activities on a daily basis. Information (driven by news and search) and
entertainment (including video/ music/ game) follow.
Social Media Information Entertainment Services

%
EC
74
Base: those who accessed internet P1M
61 n = 2,740
44
26 29 28 27
20
13 11 10 7 6 6 7 6 5 3 2 2 2
How often do you usually use the internet for these activities? (Daily/ weekly/ monthly)
KEY INTERNET ACTIVITIES PENETRATION (URBAN)

Overall, all key internet activities penetration show a positive growth in 2018.

n = 2,740
2017 2018
Social network 91 Online music N/A

96 87
Chat 88
Online news N/A
93 83
Online Video 79 Online games

72
88
76
N/A 38
Search Online shopping
88 47
47
TIME SPENT ON KEY ONLINE ACTIVITIES (URBAN)

On an average, online users spend 57 minutes a day for gaming. Social network comes 2nd with 54 minutes. Interestingly,
consumers devote 23 minutes on a daily basis to look for information.

n = 2,740
MINUTES PER AVERAGE DAY
57
54
42 41
33
27
23
Online game Social network Online video Instant messaging Online music Online news Search
In an average day, how much time do you usually use Internet for the following activities?
48
DEVICE USED FOR KEY ACTIVITIES (URBAN)

Consumers use smartphone for majority of their internet activities (average of 93%) but more skewed to social media.
Meanwhile, laptop is more for information-search-dedicated and Smart TV is for watching/ streaming video and music.

n = 2,740
Average of each device 93% 11% 5%
Instant messaging 4 -3 -4
Social network 4 -2 -4
Search engine 2 2 -3
Online news 1 -1 -3
Research product before purchase 1 1 -3
Online game 0 0 -4
Online music 0 0 3
Online shopping 0 -1 -3
Online video -5 2 7
Tv streaming -9 -1 11
By which devices do you usually do the following online activities?

49
SEARCH ENGINE USED (URBAN)

Google is undisputedly a leader in terms of search engine popularity. However, consumers also have a tendency to
search directly the information on Facebook. A fourth of online users claim to use CocCoc for searching.
%
Base: those who use Search Engine P1M
n = 2,118
1 1 1 1
1 2
25 24 27 24
26 24
54 49 59 57 54 50
86 88 84 86 88 85
Total Male Female 15-24 25-34 35-49

Google Facebook Coc Coc Use default engine of browser
How often do you access the internet via your mobile smartphone or tablet?
TOP WEBSITE IN VIETNAM – Q3 2018 VS Q2 2018

Rank by Total unique visitors Rank by Average Daily Visitors
1 (1) GOOGLE.COM.VN 1 (1) COCCOC.COM

2 (3) COCCOC.COM 2 (2) GOOGLE.COM.VN
3 (2) GOOGLE.COM 3 (4) GOOGLE.COM
4 (4) FACEBOOK.COM 4 (3) FACEBOOK.COM
5 (5) YOUTUBE.COM 5 (4) QCCOCCOCMEDIA.VN
6 (6) QCCOCCOCMEDIA.VN 6 (6) YOUTUBE.COM
7 (7) ZING.VN 7 (7) ZING.VN
8 (9) TAIMIENPHI.VN 8 (8) VNEXPRESS.NET
9 (8) VIETNAMNET.VN 9 (9) 24H.COM.VN
10 (10) VNEXPRESS.NET 10 (13) DANTRI.COM.VN
11 (12) 24H.COM.VN 11 (10) KENH14.VN
12 (13) SHOPEE.VN 12 (11) VIETNAMNET.VN
13 (11) PHIMMOI.NET 13 (12) PHIMMOI.NET
14 (15) BLOGGER.COM 14 (14) SHOPEE.VN
15 (21) DANTRI.COM.VN 15 (16) MSN.COM
Q3 ranking is on bracket ( ).
51 SOURCE: comScore, P15+, Nov 2018
SOCIAL NETWORK
FORECAST ON THE GROWTH OF NUMBER OF SOCIAL NETWORK USERS

IN VIETNAM (2019-2020)
E-Marketer forecasts that number of social network users will continue to grow to around 56.8 million in 2020, accounting
for around 94% internet users..
E-Marketer - Number of Social Network users
(Million)
70.0 100.0
65.0 93.7 94.2 94.2
95.0
60.0
90.0
55.0 90.0
50.0
85.0
45.0
80.0
40.0 55.2 56.8 80.0
50.0
35.0 72.3 45.5
38.2 75.0
30.0 32.1
25.0 70.0
2015 2016 2017 2018 2019f 2020f
Social network Users (millions) % of internet users
Note: (f) forecasted figures

SOURCE: eMarketer, Jul 2018
SOCIAL NETWORK SITES PENETRATION (URBAN)

Facebook strengthens its leadership among social network sites in urban Vietnam. Zalo – a Vietnamese social network site
comes second with 80% social network users having their profile registered. YouTube ranks third (42%) while Instagram has
increased its user base in urban Vietnam to 14%.
% Base: those who accessed social network P1M

n = 2,596
SOCIAL NETWORK PENETRATION

3D 2016 3D 2017 3D 2018
94
88 89
80
42
21 18 20
9 12 14
3 2 2
(*) Zalo and YouTube were not being tracked before 2018
Which of the following social networking sites do you have a profile on?
42
SOCIAL NETWORK ACTIVITIES (URBAN)

Online chat becomes the most popular activity on social network, outrunning ‘read news feed’ and ‘like a post’. ‘Celebrity’ and
‘favorite brands’ are still the pages consumers following the most.
% Base: those who accessed social network P1M

n = 2,596
PAGE TO FOLLOW ON SOCIAL NETWORK
FREQUENT ACTIVITIES ON SOCIAL NETWORK
Celebrity 35
43
Use online chat 53
83 Brands you like 36
32
Like a post 58
79 Contacts relevant to your work 31
27
Read the News Feed 62 News/ media organizations 10
72 21
Write /post comments 55 Brands you are thinking of buying from 15
64 20
Write /post articles 35 9
59 TV presenters 13
8
Share articles /posts 43 Entrepreneurs/ business people 12
57
5
Upload photographs /video 35 Bloggers 10
56
3D 2017 3
Visit a fan page of a brand or a product 22 Politicians 10
21 3D 2018
3
Vloggers 9
2
Journalists 9
You said that you have a profile on Facebook; how often do you do each of these activities on Social network?
55
TOP 5 SOCIAL NETWORKING SITES MEASURED BY COMSCORE*
Q2 2018 Q3 2018
Total Total Average

unique % Average Daily unique % Daily
Sites Sites
visitors Reach Visitors (000) visitors Reach Visitors
(000) (000) (000)
Facebook And Messenger 13,677 62.7 4,872 Facebook And Messenger 11,880 62.3 4,207
VFORUM.VN 4,121 18.9 224 VFORUM.VN 3,467 18.2 184
LinkedIn 1,954 9.0 397 LinkedIn 2,479 13.0 374
TUYENSINH247.COM 1,745 8.0 133 Pinterest 1,182 6.2 111
Pinterest 1,385 6.4 120 LAZI.VN 710 3.7 38
56 Source: comScore, P 15+, Nov 2018 (*This ranking is based on Desktop traffic only, not including Mobile traffic)
MOST USED INSTANT MESSENGER SERVICES (URBAN)

Facebook Messenger sustains its leadership with 90% instant messaging users use its service regularly. Expanding
significantly by 15%, Zalo ranks second with 83% penetration threatening directly Facebook Messenger. Far trailing behind,
the rest players have limited users.
Base: those who used instant messaging P1M
n = 2,487
2018 90% 83% 9% 4% 2% 1%

2017 89% 68% 8% 2% 2% 3%
2016 86% 64% 16% 6% 3% 2%
Which types of Instant Messenger on the internet do you sign into regularly?
57
Top 10 Facebook Pages Q3’17 Top 10 Facebook Pages Q3’18

(Fans) (Fans)
54 Source: SocialBaker, Nov 2018

Top 10 Facebook Brands Q3’ 17 Top 10 Facebook Brands Q3’ 18

(Fans) (Fans)

ONLINE VIDEO
ONLINE VIDEO AS AN INCREASINGLY POPULAR ACTIVITY OF

VIETNAM’S INTERNET USERS
• Watching online video is increasingly popular in Vietnam thanks to the growth of online video platforms
like YouTube, Facebook, other local video content sites and the emergence of video-on-demand platforms
like Netflix.
• Statista estimates that around 3.5% population has subscribed to VOD service till 2018 and this rate will
continue to rise to 6.9% in 2023. It is estimated that VOD revenue in Vietnam amounts to USD 74 millions
in 2018, and expected to reach USD 119 millions in 2023.
• YouTube is the top online video platform adopted and used heavily by Vietnam’s internet users due to the
access to free content for users backed by the platform’s ad-supported model and it’s content abundance.
61 SOURCE: eMarketer, Nov & Dec 2016, ICTNews.vn, Mar 2017

ONLINE VIDEO AND TV STREAMING PENETRATION P7D (URBAN)

67% internet users claims to watch online video at least once in past 7 days. Half of the audience also stream TV at least once
per week. The youngest group, unsurprisingly, consumes streaming content more than others.

n = 2,740
ONLINE VIDEO PENETRATION P7D (%)
73
67 67 68 68
60
56
51 50 51 50
45
Total Male Female 15-24 25-34 35-49

Online video TV streaming
49
WEBSITES USED TO WATCH VIDEO & TV ONLINE

Gaining more access in 2018, YouTube is the most prominent sites to watch online video in Urban, followed by Facebook.
Zing network also experiences a strong growth compared to last year.
Base: those who watched online video P1M

n = 2,248
TOP WEBSITES USED TO WATCH VIDEO/TV ONLINE (%)
83 87
3D 2017 3D 2018
67 66
29
14 15 17
9 7 6 4 1 2 1 1 1 1
In the last 7 days, which of the following websites did you visit to watch TV/Videos online, using any devices?
52 Source: GroupM 3D 2017/8 N=2900 urban adults aged 15-49, 6 key cities
ONLINE VIDEO CONSUMPTION (URBAN)

Consumers tend to watch long-form videos (more than 10 minutes) on YouTube and other sites. Meanwhile, Facebook is
preferred for videos with shorter duration (3-10 minutes). About a third online users watch video at random length regardless
of platforms.
% Base: those who watched online video on

respective platform in P1M
OTHERS
Less than 1 minute 1 3 3
1-3 minutes 6 11 9
3-5 minutes 17 27 18
5-10 minutes 23 26 21
10-20 minutes 23 13 19
More than 20 minutes 34 14 27
No certain length 36 33 36
n = 1,926 n = 1,525 n = 1,323
What is the length of video clips you usually watch online?
FAVORITE CONTENT OF ONLINE VIDEO (URBAN)

Funny content is most favored by online audience, followed by music video and news, however, with big gaps (around 20%).
The rest of the list are very scattered, reflecting the diversity of consumers’ preferences in video consumption.
% Base: those who watched online P1M

n=2,248
TOP 1-10 TOP 11-20
Comedy/ Funny video/ movie clip 71 Technology 20

Music videos 49 Instructional videos 17
News 48 Educational videos/documentaries 14
Personal home videos (friends and family) 38 Advertisements 13

33 Reviews of products/services 12
Reruns of TV shows on the web
Food and cooking 27 Popular viral videos 12
Travel 21 Politics 11
Sports highlights/live streaming sports 21 Video clips created by companies/brands 10

Cartoons 21 Game trailers 10
Film Trailers 21 Cars/automobiles 7
Types of video clips you usually watch online?

TOP 15 ONLINE VIDEO PROPERTIES IN SEP 2018

Total unique visitors Minutes per
No. Sites Category Video (000)
(000) viewer
1 Google Sites Corporate Presence 17,056 3,219,668 1,117.0
2 BroadbandTV Entertainment, Entertainment - Multimedia 9,834 85,821 57.3
3 Facebook Social Media 8,597 189,195 207.5
4 Uproxx Entertainment 5,587 46,895 27.6
5 Adtima-VNG Corporation Corporate Presence 4,677 28,467 8.9

6 Admicro - VC Corp Corporate Presence 3,698 100,414 3.5
7 Coc Coc Search/Navigation 3,387 11,806 1.2
8 24h Online Advertising JSC News/Information 3,018 60,077 45.2
9 VEVO Entertainment, Entertainment - Music 2,753 43,135 50.4

10 ZEFR Entertainment 2,063 7,862 19.8
11 Endemol Beyond Entertainment, Entertainment - Multimedia 1,536 7,900 45.7
12 XEMVTV.NET Entertainment, Entertainment - Movies 1,533 17,633 102.1

13 DAILYMOTION.COM Entertainment, Entertainment - Multimedia 1,519 30,568 68.1
14 Fullscreen Video Network Entertainment, Entertainment - Multimedia 1,467 8,402 42.1
15 ZOOMIN.TV Entertainment, Entertainment - Multimedia 1,370 3,757 15.2
66
Source: comScore, P 15+, Nov 2018 (*This ranking is based on Desktop traffic only, not including Mobile traffic)
Top 10 YouTube channels Q3’17 Top 10 YouTube channels Q3’18

(video views) (video views)

Top 10 YouTube brands Q3’17 Top 10 YouTube brands Q3’18

(video views) (video views)

ONLINE SHOPPING
ONLINE SHOPPING PENETRATION AND FREQUENCY (URBAN)

Online shopping penetration goes up 9% in 2018 (from 38% to 47%), in which 43% of them shopped online at least once in
past three months.
% Base: those who accessed internet P1M Base: those who shopped online before
n = 2,740 n = 1,351
ONLINE SHOPPING FREQUENCY

60 ONLINE SHOPPING PENETRATION
19
40
43
14
47
20 41 38
24
0 Past 3 months Past 6 months Past 12 months More than past 12 months
2016 2017 2018
Which devices do you ever use to do online shopping?

WHERE TO BUY AND REFERENCE (URBAN)

There is a switch in consumers’ behaviors of online shopping, i.e. moving from promotion sites and C2C to B2C and social
network. Purchasing on social network increases significantly this year possibly because consumers are more and more
looking for recommendation on this platform for their shopping experiences.
% Base: those who shopped online P3M
n = 630
WHERE TO DO ONLINE SOURCE OF REFERENCE

SHOPPING
B2C e-commerce sites (Lazada, Tiki, 60 Recommendations on social media 56

74
Chotot ...) 55
Recommendations from friends/families 46
40
51
Social network sites (Facebook, Zalo) Previous experiences 34
65 17
Through online ads 27
Online promotion sites (nhommua, 20 31
hotdeal, muachung) 11 17
Through TV ads 15
16 9
Online shopping app Recommendations on blog/forum 7
13
In-store information 5
C2C e-commerce sites (5giay, 9 9
muaban, muare, enbac...) 3 4
Through OOH Ads 5
2017 2018
Where do you usually do online shopping?

Referring to your online purchases within the past 3 months, which statements describe how you heard about the products / services that you purchased?
DRIVER OF PURCHASE AND PAYMENT (URBAN)

Time and labor saving is no longer the top driver of online shopping. Instead, consumers are looking for ‘convenient on time’,
‘cost saving’ and ‘variety of products’. COD continues to be their favorite payment method.

n = 630
Reason of buying online
Time and labor saving 70

47 Preferred payment method
Convenient on time of purchase 42
50 90
33 81
Convenient on location access 34
Big sales 30 2018

28
2017 2017
Cost saving 26
36 2018
Various product categories 21
28 11 9 7
6 4 3 2 5
Compared with many products /… 17
17
Special promotion for purchase… 13

14
Special promotion for online payment 8

8
What are your reasons for shopping online? How do you usually pay for the goods you purchase online?
73
ITEMS PURCHASED ONLINE P3M (URBAN)

Clothes (including adult and kid) is the most popular item purchased in P3Ms. Cosmetics and skincare products are also
more purchased online in 2018 than previous years.

n = 630
Adult Clothing 41
60
Cosmetics 25
34
Fragrances/Perfumes 19
15
Children's Wear 17
26
Books 15 2017
11
13 2018
Skincare products
18
Mobile phone 11
6
Computers & peripherals 9
5
Groceries from a supermarket 9
7
Toys 8
10
What have you purchased on the internet in the past 3 months?

IMPORTANCE FACTOR OF CHOOSING E-PLATFORM (URBAN)

At total, product range and simple purchasing process are the top two factors enabling e-platform choice. Male users also
look for variety of delivery method while female are more keen on promotion/ sale. For middle age 25-34, review from friends/
families are as important as delivery option while 35-49 group stresses on post purchase services.

n = 630
TOTAL MALE FEMALE 15-24 25-34 35-49
Promotion/gifts/sales 33 -10 5 3 -4 0
Product range availability 39 -3 2 6 -6 -2
Review from friends/families 30 -8 4 1 0 -2
Review from other shoppers online 33 -8 4 5 -4 -3
Easy/simple purchasing process 38 -5 3 6 -2 -12
Payment method available 34 -7 3 4 -4 -4
Delivery method available 33 -3 2 3 0 -6
Post purchase service 31 -7 4 2 -4 4
Importance of factor to choose an ecommerce platform?

E-COMMERCE DEVELOPMENT PLAN 2016 - 2020
BY 2020
20% 30% $350 $10bn
Average growth rate Vietnamese people Average online B2C

per year for B2C go shopping online spending per transactions to
transactions capita reach
SOURCE: The Ministry of Industry and Trade, Feb 2017

56
VIETNAM E-COMMERCE B2C SALES GROWTH 2013 - 2017

E- commerce B2C sales in Vietnam reached USD 6.2bn in 2017, a considerable growth of 24% vs 2016.
E-commerce sales
$6.20bn
2017
$186
$5.00bn
2016
$170
$4.07bn
2015
$160
$2.97bn
2014
$145
$2.20bn
2013
$120
Estimated total B2C sales revenues
Average B2C e-commerce spend per person
Source: Vietnam eCommerce and Digital Economy Agency (VECITA), 2018 E-Commerce report
57
INFORMATION SEARCHING BEFORE ONLINE PURCHASING

Searching still plays an important role before making online purchasing, however, has shifted drastically from searching
via desktop/laptop to via mobile devices. WOM is playing more and more important role before shopping online.
Ways of searching information before online purchasing
2015 2016 2018

20%
Recommendation from friends/family
33%
members/colleagues
40%
81%
Searching via Desktop/ Laptop 73%
49%
Searching via Mobile Devices 74%

(Smartphone/iPad/Tablet) 79%
85%
78
CONCERNS OF BUYERS FOR ONLINE SHOPPING

According to VECITA, actual quality of product or service vs what’s advertised is still the biggest concern of online
shoppers, followed by privacy disclosure and price.
2018
Quality of products or services worse than advertised 77%
Personal privacy disclosure 36%
High price 35%
Unprofessional customer services 32%
Low quality of delivery 31%
Complicated ordering process 23%
Complicated payment process 19%
Unprofessional website design 16%
TOP 10 RETAIL SITES IN VIETNAM, RANKED BY TOTAL UNIQUE VISITORS

Q2 2018 Q3 2018
Total unique % Average Daily Total unique % Average Daily

Sites Sites
visitors (000) Reach Visitors (000) visitors (000) Reach Visitors (000)
SHOPEE.VN 4,669 21.4 543 SHOPEE.VN 4,058 21.3 451
Lazada Sites 3,159 14.5 247 Lazada Sites 2,764 14.5 230
TIKI.VN 2,358 12.4 186

THEGIOIDIDONG.COM 2,168 9.9 164
TIKI.VN 2,066 9.5 149 THEGIOIDIDONG.COM 2,192 11.5 197
SENDO.VN 1,859 8.5 119 SENDO.VN 2,025 10.6 151
Amazon Sites 1,590 7.3 106 Amazon Sites 1,611 8.4 116
FPTSHOP.COM.VN 1,493 6.9 82 Alibaba.com Corporation 1,313 6.9 102
ADAYROI.COM 1,250 5.7 71 ADAYROI.COM 1,299 6.8 79
WEBSOSANH.VN 1,083 5.0 56 FPTSHOP.COM.VN 1,291 6.8 69
DIENMAYXANH.COM 1,043 4.8 57 VATGIA.COM 996 5.2 48
83 Source: comScore, P 15+, Nov 2018 (*This ranking is based on Desktop traffic only, not including Mobile traffic)
LEADING B2C ECOMMERCE SITES IN VIETNAM OCT 2018

(BY MONTHLY PAGE VIEWS)
Source: SimilarWeb as cited by ecommerceIQ, Oct 2018

84
TOP SHOPPING APPS IN VIETNAM BY OPERATION SYSTEM
AppStore PlayStore
Rank App Rank App
1 SHOPEE 1 SHOPEE
2 LAZADA 2 LAZADA
3 FPT SENDO 3 FPT SENDO
4 TIKI SHOPPING 4 TIKI SHOPPING
5 CHO TOT 5 QUA TANG GALAXY
SOURCE: App Annie, Dec 2018

ONLINE GAME
PENETRATION BY DEMOGRAPHY
Online game penetration continues the upwards trend from 2016 and now reaches 76% of urban online population. The ratio
is significantly higher among male and young age groups.

ONLINE GAME PENETRATION BY AGE GROUP
n = 2,740
92
79 77 82 85 82 78
76
69 72 67 68 72 66
60 59
53 57
Total Male Female 15-24 years old 25-34 years old 35-49 years old
2016 2017 2018
87
SMARTPHONE AS THE MOST POPULAR DEVICE TO PLAY GAME (URBAN)

Being usually used by 93% players, smartphone maintains its domination in terms of device playing online game.
Devices to play online game
72%
Smartphone 84%
93%
20%
3D 2016
PC/ laptop 11%
3D 2017
11%
3D 2018
13%
iPad or Tablet 7%
10%
Devices usually use to do Online activities?

PREFERRED GAME TYPE (URBAN)

Casual game is the most frequently played among target audience (31%), followed by MOBA and MMOPPG. Among casual
games, party or generic entertainment is favored more than the others.
Base: those who played online game before

% Base: those who played online game before
n = 676
n = 1,781
CASUAL GAME PLAYING

PREFERRED GAME TYPE
54
Party or Entertainment
32
MMORPG – Massively Multiplayer Online Role-Playing Racing
Game 9 27
6 Strategy
MMORTS - MMO Real-time Strategy 11
Puzzle 25
MMOFPS -MMO First-person Shooter Fighting 18
9
Adventure 15
MMOTPS-MMO Third-person Shooter 31
Sports 15
MMOTBS - MMO Turn-based Strategy 13 Vehicular combat 14
Casual game Defense 14
MOBA - Multiplayer Online Battle Arena 22 Rhythm 13

Simulation/Sim 12
Types of online game usually play? Types of casual online game usually play
TOP 10 ONLINE GAMING IN VIETNAM, RANKED BY TOTAL UNIQUE VISITORS

Q2 2018 Q3 2018
Average
Total unique
Total unique % Average Daily % Daily
Sites Sites visitors
visitors (000) Reach Visitors (000) Reach Visitors
(000)
(000)
Garena Online 4,007 18.4 1,622 360GAME.VN 2,002 10.5 249
360GAME.VN 3,797 17.4 420 GAME24H.VN 1,794 9.4 160
Y8.COM 2,584 11.9 283 Y8.COM 1,603 8.4 168
GAME24H.VN 2,241 10.3 199 GAMEVUI.VN 1,107 5.8 82
GAMEVUI.VN 2,188 10.0 166 TRUYKICH.VN 777 4.1 130
LAG.VN 1,887 8.7 359 GAMEVUI.COM 614 3.2 41
GAMEVUI.COM 1,304 6.0 88 KUL.VN 532 2.8 87
TRUYKICH.VN 1,293 5.9 224 Poki Sites 430 2.3 67
GAMEK.VN 1,272 5.8 107 TROCHOIVIET.COM 394 2.1 23
KUL.VN 833 3.8 121 VUIGAME.VN 391 2.1 26
Source: comScore, P 15+, Nov 2018 (*This ranking is based on Desktop traffic only, not including Mobile traffic)
TOP 10 FREE GAME APPS BY OPERATION SYSTEM

AppStore PlayStore
Rank App Rank App
1 PUBG MOBILE 1 Mobile Legend: Bang Bang
2 KIẾM THẾ MOBILE 2 PUBG MOBILE
3 GARENA LIEN QUAN MOBILE 3 MY TALKING TOM
4 ZING PLAY-GAME BAI-GAME CO 4 GARENA LIEN QUAN MOBILE
5 Mobile Legend: Bang Bang 5 GARENA FREE FIRE
6 GARENA FREE FIRE 6 CONNECT ANIMAL
7 TANK REALTIME BATTLE 7 STICKMAN HOOK
8 FIND DIFFERENCES: DETECTIVE 8 CỔNG GAME ZINGPLAY
9 AU MOBILE VTC: FASHION AND DANCE 9 MINI WORLD: BLOCK ART
10 FIFA ONLINE 4M 10 KIẾM THẾ MOBILE
SOURCE: App Annie, Dec 2018

MOBILE INTERNET
GROWTH OF MOBILE INTERNET PENETRATION (URBAN)

Mobile internet penetration P1M already reaches 95% in 2018. Old group (35-49) continues to be the factor of the growth with
5% increase compared to 2017. For the past 7 years, this target group has grown 70% in penetration.
%
TOTAL n = 2,900
MOBILE INTERNET PENETRATION (%)
98
98 99
93
89
82
75
88
60 83
52
65
36 39 59
18
21
36 42 68 82 93 95
2012 2013 2015 2016 2017 2018
TOTAL 15-24 25-34 35-49
Have you ever accessed the internet via your mobile phone, tablet or other mobile device?
34
Source: GroupM 3D 2012 to 2018 N=2900 urban adults aged 15-49, 6 key cities
MOBILE INTERNET FREQUENCY (URBAN)

Mobile internet not only expands in penetration but also in frequency, i.e. 86% claims to access it on a daily basis – 12%
increase vs. last year. Wireless is still the most popular connection method. 4G adoption has increased significantly.
% Base: those who accessed mobile internet P1M

n = 2,724
FREQUENCY CONNECTION METHOD
10
17
2016 69 21 10
26 17
2017 74 19 7
64 66
2018 86 12 2
2017 2018
Daily Weekly Monthly Wireless 3G 4G
How often do you access the internet via your mobile smartphone or tablet?
36
TOP APP FREQUENTLY USED (URBAN)

Besides social network and instant messaging, photography and edit photo are frequently used apps among consumers. It is
worth noting that audience now are paying more attention to health apps (which are also in the top 10)
% Base: those who accessed mobile internet P1M

n = 2,724
TOP 1-10 TOP 11-20
Social network 80 Education 17
Chat/ instant messaging 79 Shopping 17
Photography 53 Books and literary reviews 16
Music 49 Fashion /Beauty /Hair 16
News 46 Travel 14
Film and video 39 Traffic information 14
Games 32 Create/ edit video/clip 13
Health & Fitness 25 Financial 11
Sport 24 Comics 10
Edit photo 21 Medical 7
What categories of mobile apps do you usually use?

PRINT
96
PRINT OVERVIEW
185
Newspaper
titles/orgs
(incl. 86 national &
99 local)
196
Online newspapers &
magazines
664 (156 in 2016)
Magazines
titles/orgs
(incl. 530 national
& 134 local)
97 Source: Ministry of Information and Communication Report Dec 2017

PRINT ADEX – 9M 2018 VS. 9M 2017

Print ADEX in 9M 2018 has experienced a drop of 16% against 9M 2017.
332
Unit: Billion VND 316
298
310
946 - 16%
796
244 243
2017
2018
9M 2017 9M 2018 Q1 Q2 Q3
Source: Kantar Media Vietnam


• The top 2 categories in terms of Print Adex i.e. Property and Watches & Jewelry remains unchanged, however, both witness a decline of 19%
and 9% respectively. Meanwhile, the next two positions, Hotel & Tourist Resort and Banking register a growth of 11% and 29% respectively.
Health Drink Foods rounds off the top 5 with 12% drop in Print Ad spend.
• Reducing 46% spending in Print, the biggest advertiser last year, Channel falls to 4th position this year. Samsung now places top though
experiencing a decline of 6%. Registering a huge increase of 68%, Vietravel comes third among top advertisers. Saigon Co.op and Rolex
show a drop of 11% and 2% respectively, however, still in top 5 spenders in 9M 2018.
BY TOP CATEGORIES BY TOP ADVERTISERS

107 12
PROPERTY 132 -19% SAMSUNG
11 -6%
36 10
WATCHES & JEWELRY 40 -9% SAIGON CO.OP
12 -11%
36 10
HOTELS & TOURIST RESORT 32 11% VIETRAVEL
6 +68%
31 29% 7
BANKING 24 CHANEL 14 -46%
HEALTH DRINK FOODS 28 -12% 7
32 ROLEX S.A CO. 7 -2%
SPECIALIZED DISTRIBUTION 27 7
35 VINGROUP 5
TOURIST OFFICES & SERVICES 25 7
27 SUN GROUP 6
TRADITIONAL EDU METHODS 22 6
23 HUNG THINH CORP. 9
TRADING FIRMS 22 6
28 VIETNAM AUSTRALIA INT'L SCHOOL 4
9M 2018 9M 2018
CAR 14 6
27 9M 2017 4 ORANGES CO. 9M 2017
3
Unit: Billion VND Unit: Billion VND

• Saigon Tourist, Samsung and Dienmayxanh have reduced their spend on Print by 13%, 21% and 28% respectively, falling to lower half of
the table of the top 10 spenders. Meanwhile, registering an increase of 68%, 59% and 15% respectively, Vietravel, Vietnam Australia Int’l
School and Omega have managed to be in top 5 brands spending most on Print.
• 4 out of top 5 titles experience a drop in Print Adex. Tuoi Tre remains to be the biggest title in terms of ad spend, followed by Thanh Nien.
Rounding off the top 3, Heritage is the only title in the top 5 witness a growth in Print ad spend.
BY TOP BRANDS BY TOP TITLES

10 +68% TUOI TRE 117
VIETRAVEL 6 158 -26%
7 +1% THANH NIEN 95
CO.OPMART 7 107 -11%
7 -2% HERITAGE 81
ROLEX (WATCHES) 76 +7%
7
VIETNAM AUSTRALIA INT'L SCHOOL 6 +59% HERITAGE FASHION 56
4 65 -13%
OMEGA (WATCHES) 6 +15% NHIP CAU DAU TU 33
5 41 -21%
SAIGON TOURIST 6 -13% DAU TU 28
6 26
SAMSUNG (MOBILE PHONE) 5 -21% 24
6 Cong An Thanh Pho Ho Chi Minh 23
Q7 SAIGON RIVERSIDE 4 24
SAI GON GIAI PHONG 26
9M 2018
DIENMAYXANH.COM 4 -28% 22
6 TIEP THI & GIA DINH 26
TNR EVERGREEN (VILLAGE AREA) 4 9M 2018 22 9M 2017
TIEN PHONG 21
9M 2017

100

• The downward trend in Print Adex has negatively impacted on Tuoi Tre and Thanh Nien, the two biggest newspaper titles in terms of Print
Adex, which experience a drop of 26% and 11% respectively. However, the next two position i.e. Dau Tu and CA TPHCM still manage to
increase ad spend on its title.
• Heritage Fasion, Nhip cau dau tu and Tiep thi & Gia dinh also experience a drop in Print ad spend. By contrast, Heritage is able to gain
more 7% Adex.
BY NEWSPAPER TITLE BY MAGAZINE TITLE

TUOI TRE 117 HERITAGE 81
158 -26% 76 +7%
THANH NIEN 95 HERITAGE FASHION 56

107 -11% 65 -13%
DAU TU 28 NHIP CAU DAU TU 33
26 +6% 41 -21%
24 TIEP THI & GIA DINH 22
Cong An TPHCM 23 +7% 26 -14%
24 PHONG CACH - HARPER' S BAZAAR 19
SAI GON GIAI PHONG 26 -10% 17 +13%
22 THOI BAO KINH TE SAI GON 14
TIEN PHONG 21 12
19 DOANH NHAN SAI GON CUOI TUAN 13
SAI GON TIEP THI 33 16
17 12
LAO DONG 20 THE GIOI PHU NU
14
17 11
THOI BAO KINH TE VIET NAM 17 DEP
9M 2018 16
9M 2018
16 8
AN NINH THU DO 20 9M 2017 ELLE 27 9M 2017

101
NEWSPAPER PENETRATION – YESTERDAY (URBAN)

Print penetration remains stagnant, driven by old age group 35-49 years old. They, however, simply move to online
newspaper.
Printed Newspaper
%
9 8 10 9 8 8 8 14 11
7 5 4
Total 15-49 Male Female Age 15-24 Age 25-34 Age 35-49
Online Newspaper
68 69 72 73
63 67 65 68 62 66 60
51
2017
2018
Have you read or looked into any newspapers for at least two minutes (either in hard copy or on newspaper websites, on smartphone or iPad/tablet) ……?
102
NEWSPAPER PENETRATION – P7D (URBAN)

The same pattern is observed for P7D time frame.
Printed Newspaper
%
17 15 18 17 16 16 23 19
15 13 11 10
2017
Total 15-49 Male Female Age 15-24 Age 25-34 Age 35-49 2018
Online Newspaper
74 78 78 79 71 77 77 80 82 83
64 71
Have you read or looked into any newspapers for at least two minutes (either in hard copy or on newspaper websites, on smartphone or iPad/tablet) ……?
103
TIME SPEND READING PRINTED NEWSPAPERS (IN MINUTES) (URBAN)

Print readers spend approximately 37 minutes per day, regardless weekday or weekend.
Base: those who read printed P1M

n = 600
TIME SPEND FOR READING PRINT
41 39 41
37 38 37 37 36 36 36 36
33
Weekday Weekend
104 Time spend reading printed newspapers on an average weekend/ weekday day
FAVORITE NEWSPAPER SECTION (URBAN)

Sport news, Family, Film/ Movies become more popular topics in newspaper in 2018. Meanwhile, entertainment/ celebrity
news are less engaging.
Base: those who read newspaper P1M

n = 2,352
2016 2017 2018

1 Local News Front Page Local News
2 Front Page Local News Police/Criminal News
3 Police / Criminal News Police / Criminal News Sports News
4 World / Foreign / International News World / Foreign / International News Family
5 Health /Medicine Health /Medicine Health/Medicine
6 Family Entertainment / Celebrity News Film/Movies
7 Entertainment / Celebrity News Fashion & Clothes World/Foreign/International News
8 Sports News Family Fashion & Clothes
9 Science & Technology Sports News Theatre/Music reviews
10 Film / Movies Lifestyle & Living Entertainment/Celebrity News
Which of the following topic/ session you usually read when reading newspaper?
105 Source: GroupM 3D 2016/7/8 N=2900 urban adults aged 15-49, 6 key cities
TOP 10 DAILY NEWSPAPERS (URBAN)
Base: those who read printed newspaper P1M

n = 600
Total Total
No. Read YST Read P7D
1 Tuoi Tre Tuoi Tre

2 Bong Da Cong An TP HCM
3 Thanh Nien Thanh Nien
4 Cong An TP HCM Bong Da
5 The Thao Ngay Nay Cong An Nhan Dan
6 Cong An Nhan Dan Tuoi Tre and Cuoc Song
7 Nhan Dan The Thao Ngay Nay
8 Phu Nu Vietnam Lao Dong
9 Nguoi Lao Dong Nhan Dan
10 Saigon Giai Phong Nguoi Lao Dong
Of these followings DAILY newspapers you have read / looked into, WHEN DID YOU LAST read / look into them?
TOP 10 DAILY NEWSPAPERS – BY AGE GROUP (URBAN)
Read P7D
15-24 25-34 35-49
No. Title Title Title
1 Tuoi Tre Bong Da Cong An TP HCM

2 Thanh Nien The Thao Ngay Nay Tuoi Tre
3 Cong An TP HCM Tuoi Tre Thanh Nien
4 Bong Da Thanh Nien Cong An Nhan Dan
5 Saigon Tiep Thi Cong An TP HCM Bong Da
6 The Thao Ngay Nay Tuoi Tre and Cuoc Song Tuoi Tre and Cuoc Song
7 Nhan Dan Dau Tu Lao Dong
8 Tuoi Tre and Cuoc Song Lao Dong Phu Nu TPHCM
9 Saigon Giai Phong Cong An Nhan Dan Nhan Dan
10 Phu Nu TPHCM Nguoi Lao Dong Nguoi Lao Dong
Of these followings DAILY newspapers you have read / looked into, WHEN DID YOU LAST read / look into them?
FAVORITE MAGAZINE TYPE (URBAN)

Automobile and Business & Marketing topic get more attention from target audience in 2018.
Base: those who read magazine P3M
2016 2017 2018

1 Women related Women related Entertainment
2 Entertainment Entertainment Sports
3 Sports Sports Women related
4 Fashion / Lifestyle Fashion / Lifestyle Fashion / Lifestyle
5 Travel Parenting & family Travel
6 Parenting & family Travel Parenting & family
7 Cooking / Recipes Teens related Cooking / Recipes
8 Teens related Cooking / Recipes Teens related
9 Computer & IT Men related Automobile
10 Business & marketing Cartoons & comics Business & marketing
What types of magazines do you like / prefer / choose to read?

TOP 10 WEEKLY MAGAZINE (URBAN)
Base: those who read printed magazine P3M
Total Female
No. Read P7D Read P1M Read P7D Read P1M
1 Suc Khoe & Doi Song Suc Khoe & Doi Song Thoi Trang Tre Thoi Trang Tre
2 Thoi Trang Tre Tiep Thi and Gia Dinh Tiep Thi and Gia Dinh Tiep Thi and Gia Dinh
3 Tiep Thi and Gia Dinh Thoi Trang Tre Suc Khoe & Doi Song Suc Khoe & Doi Song
4 The Gioi Dien Anh Suc Khoe Gia Dinh The Gioi Dien Anh The Gioi Dien Anh
5 Suc Khoe Gia Dinh The Gioi Dien Anh Phu Nu Chu Nhat Suc Khoe Gia Dinh
6 Hanh Phuc Gia Dinh Hanh Phuc Gia Dinh Suc Khoe Gia Dinh Hanh Phuc Gia Dinh
7 Thuoc & Suc Khoe Thuoc & Suc Khoe Hanh Phuc Gia Dinh Phu Nu Chu Nhat
8 Phu Nu Chu Nhat Phu Nu Chu Nhat Thuoc & Suc Khoe Thuoc & Suc Khoe
9 Dat Mui Cuoi Tuan Dat Mui Cuoi Tuan Muc Tim Muc Tim
10 Muc Tim Hoa Hoc Tro 1 Dat Mui Cuoi Tuan Hoa Hoc Tro 1
Of these following WEEKLY magazines you have read / looked into in the past 12 months, WHEN DID YOU LAST read / look into them? – Past 7 days/ Past 1 month
109
RADIO
110
LIST OF MONITORED RADIO
No. Radio Channels (9M 2017) Radio Channels (9M 2018) Monitored Period
1 VOH - FM 99.9 VOH - FM 99.9
2 VOV3 – Xone FM VOV3 – Xone FM From June 2016
3 RADIO: VOH-GTHCM ( 95,6MHZ ) RADIO: VOH-GTHCM ( 95,6MHZ ) From Jan 2017
4 RADIO: VOV GT HCM - FM 91 RADIO: VOV GT HCM - FM 91 From Jan 2017
5 RADIO: VOV GT HN - FM 91 RADIO: VOV GT HN - FM 91 From Jan 2017
6 RADIO: Binh Duong From Jan 2018
111
TOTAL RADIO ADEX 9M 2018 VS. 9M 2017

Radio Adex has witnessed a significant increase of 25 in 9M 2018 against same period last year. One of the reasons is Binh
Duong FM 92.5 was added in 2018 monitoring list by Kantar since Jan 2018.
Billion VND Radio ADEX 9M 2018 vs. 9M 2017

+25%
296
277
808
247
235 226
646
173
2018
2017
9M 2017 9M 2018 Q1 Q2 Q3
Note: Adspend in 2017 based on 5 radio channels, 2018 based on 6 radio channels.

RADIO ADEX 9M 2018 VS 9M 2017 (5 CHANNELS)

However, when comparing 5 channels parallelly, Radio Adex, in fact, experiences a growth of 22% in 9M 2018.
Billion VND Radio ADEX 9M 2018 vs. 9M 2017 (5 channels)

+22%
788 290
271
646
228
247
226
9M 2018
173 9M 2017
9M 2017 9M 2018 Q1 Q2 Q3
Note: Ad spend in 2017 based on 5 radio channels; 2018 based on 5 radio channels – accordingly

TOTAL RADIO ADEX 9M 2018

VOV GT HN tops the list with Adex of VND 456bn, accounting for more than half of total Radio Adex (VND 808bn) in 9M
2018, followed distantly by VOV GT HCM with VND 230bn. Both the channels experience a steady growth from Q1 to Q3
2018.
Total Radio ADEX 9M 2018 Radio Channels ADEX 9M 2018 by quarter
VOV GT HN - FM 91 456
169
VOV GT HCM - FM 91 230
157
131
Xone FM 59
87
77
65
VOH-FM WAVE 27
BINH DUONG - FM 92.5 20 19 22 18
VOH-GTHCM ( 95,6MHZ ) 15 Q1 Q2 Q3
VOV GT HN - FM 91 VOV GT HCM - FM 91

Unit: Billion VND Xone FM VOH-FM WAVE
BINH DUONG - FM 92.5 VOH-GTHCM ( 95,6MHZ )
114
TOTAL RADIO ADEX IN 9M 2018

Property is the category spending most in Radio in 9M 2018. Meanwhile, Vinaphone is the biggest advertiser and PT CASA
is the top brand spending in Radio.
BY TOP CATEGORIES BY TOP ADVERTISERS BY TOP BRANDS
PROPERTY 112 VINAPHONE 40 PT CASA (FURNITURE) 39
HEALTH DRINK FOODS 93 PT CASA FURNITURE 39 VINAPHONE 39
TELECOM OPERATOR - MOBILE 71 19

SUNSTAR.,JSC 26 DECUMAR (ANTI-ACNE GEL)
TELEPHONY
FURNITURE 46 CVI PHARMA JSC. 23 HUNG TUY SHOWROOM 15
MATERIALS 37 CONG TY TNHH DUOC PHAM A AU 22 VIETTEL 15
SPECIALIZED DISTRIBUTION 31 VIETTEL CORPORATION 19 SAM NHUNG BO THAN TW3 11
BANKING 31 SUN GROUP CORPORATION 17 INAX (SANITARYWARE) 10
DERMATOLOGY - ORTHOPAEDICS 20 PICENZA VIETNAM JS CO. 15 VIETJET AIRLINE JS CO. 10
TRADITIONAL & HERBAL PHARMA 19 TRAPHACO JSC 15 VIETNAMOBILE 9
AIRLINES 18 VIMEFULLAND ROCKET (TRAD. RESTORATIVE & HEALTHY 9

13
MENS SUPP.)
Unit: Billion VND

Note: 2018 based on 6 radio channels.
RADIO PENETRATION MOVEMENT (URBAN)

Radio listenership has increased across demography groups but more pronounced among female and 15-24 years old.
RADIO PENETRATION P7D (%)
25 26 27 25
23 24 24 24 22 22 22
19 21 19 21
18 17 15
Total MALE FEMALE 15-24 25-34 35-49

2016 2017 2018
Have you listened to radio in P7D?

DEVICE LISTENING TO RADIO (URBAN)

Majority of target audience listen to radio via internet, mobile phone and loudspeaker. Public transport is also a popular mean
of listening.
Base: those who listened to radio P1M
DEVICE LISTENING (%)
47
43
32
23 22 24 24 22
17 18 16 17
14
7 10
RADIO CASSETTE/RADIO LOUD SPEAKER MOBILE PHONE ON INTERNET IN CAR/ TAXI/ PUBLIC
SET TRANSOPRT
2016 2017 2018
(*) In 2018, Listen to radio via mobile phone means without internet.
How do you listen to radio, by which mean?

RADIO OCCASION OF CONSUMPTION (URBAN)

In general, audience tends to listen to radio in the early morning, 6am-7am. The rest of the day is far less noticeable.
%
Base: those who listened to radio P1M
WEEKDAY
39
16 19
15 15 15 12
8 11 9
6
2 0 2
WEEKEND
26
15 15 16
12 12 11 12 9
4 7 3 0 1
What time of the day do you usually listen to the radio? Weekday (Mon – Fri) and Weekend (Sat – Sun)?
118
FAVORITE RADIO PROGRAM (URBAN)

Health & Lifestyle has become more popular for the past 3 years. In 2018, it is on par with the top favorite radio program –
National/ international news.
% Base: those who listened to

radio P1M WEEKDAY WEEKEND
33 20
National / International news 43 Health & Lifestyle 18
33 28
18 32
Health & Lifestyle 21 National / International news 33
32 27
16 43
Local provincial news 27 Vietnamese music 31
32 27
44 17
Vietnamese music 39 Local provincial news 20
29 24
8 8
Sports 11 Sports 13
20 18
16 8
Current Affairs 17 2016 Education Program 6
18 15
2017
8 15
Asian Music 13 2018 Current Affairs 18
14 14
Which program types do you usually listen to on the radio? Weekday (Mon – Fri) and Weekend (Sat – Sun)?
119
RADIO CHANNEL PENETRATION (URBAN)
38
%
Base: those who listened to radio P1M VOV 1 - FM 37
38
19
VOVGT - TP.HCM - AM 28
12
19
VOVGT - TP.HCM - FM 25
13
16
VOH - FM 21
12
16
VOV 1 - AM 17
14
14
VOH - AM 14
14
14
VOV 2 - AM 16
12
13
VOV 3 - FM 12
13
12 Total 15-49
VOV 2 - FM 12
12 Male
12
VOVGT - Ha Noi - FM 16 Female
8
Which of these radio stations have you listened to in the last 1 MONTH / 4 WEEKS?
120
OOH
121
KEY OOH FORMATS & NUMBERS
6652 Billboards 2697 Wet market
4632 Britelite 1622 Bus shelter
4771 LCDs at apartment 95 Large LEDs
3097 LCDs at office building 4280 Bus body ad
122 Source: GroupM Internal– Landscape Overview Data – 21 Nov 2018

NO. OF OOH ADVERTISEMENTS BY FORMAT – INDEX 2018 VS 2017
According to GroupM Vietnam, number of OOH ads has increased across formats as compared to 2017, among which
large LEDs, wet market and LCDs experience strongest growth.
No. of OOH advertisements by format – Index 2018 vs 2017

158
131 135
115 122
113 113
100 100 100 100 100 100 100 100 107
Billboards Britelite LCDs at LCDs at office Wet market Bus shelter Large LEDs Bus body ad
apartment building
2017 2018
Source: GroupM Internal– Landscape Overview Data – Nov 2018

OOH MEDIA PENETRATION P7D
OOH penetration has increased in 2018 across target audience. Approximately 9 out of 10 urban consumers in 15-49
years old see any forms of OOH ad on a weekly basis.
TOTAL n = 2,900 % SEEN OOH ADS IN P7D
92 93 96
88 90 91 90 88 87 83 90 89
83 85 86 86
81 78
Total Male Female Age 15-24 Age 25-34 Age 35-49

3D 2016 3D 2017 3D 2018
Have you seen any forms of OOH ads (e.g. bus shelters, billboards, street banners, supermarkets, airports etc.)…?
124
OOH MEDIA PENETRATION P7D (URBAN)
Relatively, outdoor ads are driving more penetration than indoor ads (92% compared to 67%). No significant difference
is noticed across sub-groups.
%
Outdoor Indoor
92 92 96
91 90 89
72
67 66 68 68
63
Total Male Female Age 15-24 Age 25-34 Age 35-49
Have you seen any forms of outdoor and indoor advertising (e.g. bus shelters, billboards, street banners, supermarkets, airports etc.)…?
125
FREQUENCY (URBAN)
Consumers expose to outdoor ads more frequently than indoor, possibly driven by the prominent habit of travelling/
commuting in the street
Base: those who saw OOH in P1M
% SEEN OOH ADS IN P1M
Everyday 62
23
4 - 6 times a week 20
20
2 - 3 times a week 13
22
Once a week 2
11
2-3 times a month 3

12
Once a month or less 1

13
Outdoor Indoor
126 Frequency of see outdoor / indoor ad?

OOH LOCATION EXPOSURE P7D (URBAN)

Street banner is the most exposed OOH format in P7D, followed by covered (wet) market and digital display screen. Instore
display and petrol station are also popular location for OOH advertising in 2018.
Base: those who saw OOH in P1M
TOP 1-10 TOP 11-20
Street Banner 76 Britelite/Lightbox 55

Covered (wet) market 69 Supermarket poster panels 52
Digital Display Screen 68 Bus shelter 49
Retailer/In-store displays 68 Shopping mall poster panels 49
Petrol Station 65 Digital frame indoor 48
Building Billboard 61 LCD in supermarkets/shopping malls 47
Bus - Outside/Body 58 LCD in office buildings 44
Coffee Shop poster panels 58 LCD in apartment buildings 42
Taxi - Outside 57 Escalator panels 42
Roadside/Highway Billboard 56 Elevator poster 42
How often would you say you pass by or see each of these types of outdoor advertisements?
CINEMA
128
CINEMA OVERVIEW
Vietnam’s cinema industry has been on the course of growing, evident by number of theatre keeps rising. Among cinema
operators, CGV and Lotte are the distinct market leaders, which account for around two third of cinemas in Vietnam. Majority
of the rest is local operators, with far fewer number of theatres.
Cinema Industry 2018

No. of theatre of End of End of End of End of Nov
each operator 2014 2015 2016 2017 2018 Market share (no. of theatre)
CGV 21 30 38 59 64 1%
2% 9% CGV
Lotte 16 22 29 38 40
Lotte
Galaxy 5 5 7 15 14 4%
Galaxy
Beta Cineplex 9 5% 40% Beta Cineplex
BHD 2 5 7 9 8 BHD
5%
Starlight 6 Starlight
Cinestar 3 Cinestar
9%
Platinum
Platinum 5 5 5 2 2
Other
Other 15
Total* 49 67 86 123 161 25%
Source: Moveek.com, Nov 2018
Note*: Total number of theatre of 2017 and backwards only included

theatre of the big 5 i.e. CGV, Lotte, Galaxy, BHD and Platinum.
129
CINEMA OVERVIEW
CGV’s footprint (23 cities) is slightly behind Lotte Cinema’s (27 cities) but its no. of screen (329) is more than double the
competitor (150).
Cinema Industry, Dec 2017

(by Locations and Screens)
329
No. of Screens
No. of Locations
150 No. of Cities
72
53 45
23 33 27
13 7 7 3
Source: B&Company, Jul 2018

CINEMA PENETRATION P3M (URBAN)

Cinema penetration is pretty stable in the last 3 years. The pattern is similar across gender and age groups
MEDIA PENETRATION (%)
59 57 59
33 32 31 33 30 30 33 33 32 30
28 26
12
8 8
Total MALE FEMALE 15-24 25-34 35-49

2016 2017 2018
131 Have you gone to cinema P3M?

CINEMA HABITS (URBAN)

Buying ticket right at the Cineplex remains to be the most common practice. CGV consolidates its leadership in terms of
Cineplex visited in P6M while Galaxy and Cinebox both experience a drop of 7% traffic compared to 2017.
Base: those who went to cinema P6M

n = 941
METHOD OF BUYING TICKET (%) CINEPLEX VISITED P6M (%)
50
9 CGV 56
14 38
Lotte 38
41
Galaxy 34
93 13
NCC Hanoi 15
Cinebox 15
8
Cine Star 3
Ticket Kiosk at Cineplex 7
Internet booking (mobile/ PC) BHD 6
5
Phone booking 1
Mega GS 2
2017 2018
How do you usually purchase movie tickets? Which, if any, of these cinemas have you visited during the past 6 months?
SOURCE OF MOVIE AIRED (URBAN)

While social media and WOM are strengthening their roles as information sources for cinema/ movies, the cineplex own
website is decaying its influence.

n = 941
SOURCE OF MOVIE AIRED (%)

2016 2017 2018
59
54 56
51 49 50 46
37 39
32 30
21 19
16 15 14 12 10
9 8 9
Social media Recommendation The cinema's own From going to the Advertising on Other internet From posters /
from friends /family website cinema itself Television websites billboards
/colleagues
Where do you get information about what is on at your local cinema?

FAVORITE MOVIE TYPE

Action, Comedy and Romance are the top 3 movie types preferred by urban cinema viewers.

n = 941
2016 2017 2018

1 Comedy Comedy Action
2 Action Action Comedy
3 Adventure Adventure Romance
4 Romance Romance Horror
5 Horror Supernatural /Ghost films Science Fiction
6 Science Fiction Horror Superheroes
7 Supernatural /Ghost films Science Fiction Fantasy
8 Fantasy Thriller / Suspense Supernatural/Ghost films
9 Asian Martial Arts Asian Martial Arts Adventure
10 Thriller / Suspense Fantasy Cartoons/Animation
Of the list of types of movies, what do you usually watch in cinema?

THANK YOU !
Whilst every care and attention to detail has been taken to ensure reasonable accuracy, neither GroupM nor its employees
accept any responsibility or liability for any errors, omissions or unintentional mis-interpretation of data contained herein.
Any reproduction of this report or any of its contents and re-distribution is strictly forbidden without the written permission of GroupM Knowledge Vietnam.
VIETNAM MEDIA
LANDSCAPE 2018
GroupM Knowledge | Dec 2018

06 - GMK Vietnam Media Landscape Q3 2018

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VIETNAM MEDIA

VIETNAM HIGHLIGHTS 2018 123.9 Million

CONSUMER CONFIDENCE INDEX Q3 2018

127 127 126 127 128 127 126 129

Global APAC Indonesia Malaysia Philippines Singapore Thailand Vietnam

Q1 2018 Q2 2018 Q3 2018

5 SOURCE: Nielsen Global Consumer Confidence Survey, Q3 2018.

MEDIA PENETRATION P7D (URBAN)

94% 88% 95% 95% 92% 25% 15% 10%

7 Have you watched/read/listen/been/accessed … P7D?

MEDIA PENETRATION P7D (URBAN)

8 Have you watched/read/listen/been/accessed … P7D?

MEDIA PENETRATION YST (URBAN)

TV program TV Set Internet Mobile Internet OOH Printed Newspaper Radio

3D 2016 3D 2017 3D 2018

TIME SPENT ON MEDIA

MINUTES PER AVERAGE DAY 163

TV Newspapers Magazines Radio Internet

TOTAL ADEX (TV, PRINT, RADIO) – 9M 2018 VS 9M 2017

Print 796 946 -16%

Radio 809 646 25%

Unit: Billion VND TV Print Radio

11 Source : Kantar Media Vietnam

TOP 10 ADEX (TV, PRINT, RADIO) BY CATEGORY

Unit: Billion VND

TOP 10 ADEX (TV, PRINT, RADIO) BY ADVERTISER

UNILEVER 4,735 -6% UNILEVER 5,020

VINAMILK 2,739 -7% VINAMILK 2,951

P&G 1,719 +19% P&G 1,446

SUNTORY PEPSICO 1,331 +22% SUNTORY PEPSICO 1,093

MASAN FOOD 1,311

TAN HIEP PHAT 1,194 FRIESLANDCAMPINA 895

ABBOTT 1,119 SAMSUNG 850

NESTLE 999 NESTLE 722

SAMSUNG 963 ABBOTT 673

THE GIOI DI DONG 933 COCA-COLA 521

Unit: Billion VND

TOP 10 ADEX (TV, PRINT, RADIO) BY BRAND

DOWNY 587 +28% VINAMILK (FRESH MILK) 491

SAMSUNG (MOBILE PHONE) 514 -3% DOWNY 459

MILO (ENERGY POWDER +118% P/S (TOOTHPASTE) 438

COMFORT 415 COMFORT 354

ENSURE (NUTRITION VINAMILK (EATING &

VINAMILK (FRESH MILK) 368 OMO (DETERGENT) 319

NUMBER 1 (ENERGY NUMBER 1 (ENERGY DRINK) 312

Unit: Billion VND

106 FTA TV channels

58 foreign channels localized as per MIC guidelines

16 Source: Ministry of Information and Communication Report Jul 2018, ICTnews.vn

(Viettel) Source: MediaPartners 2016 , K + Pay TV market analysis

17 Source: Ministry of Information and Communication Report Jul 2018, ICTnews.vn

2010 2011 2012 2013 2014 2015 2016 2017 H1 2018

18 SOURCE: Ministry of Information and Communication Report, Jul 2018

FROM ANALOGUE TO DIGITAL TV

19 SOURCE: Ministry of Information and Communications (MIC), Mar 2018

TOP 10 TV ADEX BY CATEGORIES – 9M 2018 VS 9M 2017

ADEX 9M 2018 YOY Growth ADEX 9M 2017

MILK PRODUCTS 5,632 -1% MILK PRODUCTS 5,690

HAIR CARE 2,327 +1% HAIR CARE 2,312

LAUNDRY & DETERGENT 2,062 -9% LAUNDRY & DETERGENT 2,264

HEALTH DRINK FOODS 1,222 SOFT DRINKS 1,086

PASTA & RICE 1,153 TELECOMS EQUIPMENT 835

SPECIALIZED DISTRIBUTION 1,148