VIETNAM

MEDIA NEED STATES

A study by Adtima and RMIT University
March, 2023
The study was conducted using quantitative research to provide an objective and comprehensive landscape of
the users for investment decision and smart consumption.

Total sample: 959

Method: Online questionnaire
Period: February 2023
Demographics:
▪ From 18 and above
Quantitative ▪ 6 urban cities (61%) and rural areas
Research (39%)
Online questionnaire

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 Internet Vietnam is growing and becoming an indispensable part of Vietnamese’s daily life
Among Internet users - 2023

INTERNET PENETRATION YOY

(%) VERSUS TOTAL POPULATION 97% 99% 46%
Internet users access access to access to the
to the internet multiple internet by internet by
79% times a day
73%
70% 70%
Q: How frequent do you use the Internet?
Q: What devices you use to access
Internet?
Smartphone PC/Laptop Tablet/iPad
Source: Adtima Need State Report 2023

Internet time spend - average hours per day

6,8 6,6 6,4

hours hours hours
2020 202 2022 2023
1
2021 2022 2023
Source: we are social - Vietnam report 2020 -
2023
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Source: We are social – Vietnam report 2021 - 2023 9
Social networks and Chat platforms are dominant activities when users access the
internet.

PENETRATION
P7D
83%
74%
65% 65%
50%

Social Chat Search Read Video/music

networks information news streaming

Q: Which online activities have you done in the past 7 days?

Source: Adtima & RMIT need states 2023
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 The dominance of social networks and chat comes from 2 biggest need-states of Vietnamese's
connected moments: Relationship Bonding & Socially Connected

Digital helps me to connect I need to stay connected

and strengthen my to keep up with social
relationships and business

Social networks Chat

Source: Adtima Need-states report by Kantar - 2020 Page

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Relationship Bonding happens across occasions, with the needs for communicating and connecting with
friends, families, their love ones.

KEY NEEDS OCCASIONS

FUNCTIONAL ✓ While chatting

Being connected is to bond & % Index
✓ Gathering with friends
retain my relationship. • For chatting 39% 221 ✓ Before bedtime
Connecting with my loved people
• Update informationabout
✓ While eating
is the very enjoying moment. friends/ relatives
27% 204
✓ While studying/
• To connect with working
40% 199
friends/relatives ✓ While relaxing
✓ Mid- afternoon break
EMOTIONAL
• To enjoythe momentwith mylove
26% 162
ones

• To have anew topic to talk to

24% 153
others

Source: Adtima Need-states report by Kantar Page

2020 12
Socially connected is not only about family/friends bonding, but also about connecting to the community, expand
and strengthen new relationships. So that they feel as part of the society and matching with community standard

KEY NEEDS OCCASIONS

FUNCTIONAL ✓ Working outside

“Being connected” to get updated % Index
✓ Mid-afternoon break
of my network, my own community • Strengthen &maintain
15% 213 ✓ While chatting
to belong to this society. relationships
✓ Mid-morning break
“Being connected” opens up lots of • Expand relationships in business 10% 208
golden business opportunities ✓ Gathering with
friends
• Connect withfriends/relatives 35% 171

EMOTIONAL

• Feel like youare part of the society 26% 171

• Not getting lost with everyone 26% 157

Source: Adtima Need-states report by Kantar 2020 Page

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 Zalo is leading the messaging battle.
Usefulness, User-friendly, connectivity, and high security are key platform selection criteria for chat users

ONLINE MESSAGING PLATFORM USAGE

55% User-friendly interface

74% 73%

33% 52% Stable transmission

8%

50% High security

Q: Which chat platforms you frequently use?

Q: What are the main criteria you have when choosing to use a chat platform? 50% Connect with friends/ relatives

Source: Adtima & RMIT need states 2023 Page

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 Q: How frequent do you use these chat
platforms?

Zalo is the preferable option of Gen Y and X, while Gen Z uses both chat platforms approximately
equal.

MEAN FREQUENCY USAGE BY

AGE
3.72
3.65
3.52 3.55

3.35
3.23

18 - 25 -34 35 -44
24 Zalo Facebook Messenger

Source: Adtima & RMIT need states 2023 Page

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 Q: Which time in a day you: use social
networks, chat platforms, most receptive
towards ads?
Ads are more likely to be accepted when users finish their daily work and start the evening routine
(4pm-10pm), where they are either home or in public outdoor places (parks, cafes etc.) but not at
work/study. Time preferences are not significantly different between age groups.

Positive toward ads

(T2B) Active on social
network Active on chat
platforms

28% 35% 42% 42% 35% 40% 52% 49% 26% 16% 15%

6- 8- 10AM- 12- 2- 4- 6- 8- 10-PM- 0- 2-

8AM 10AM 12PM 2PM 4PM 6PM 8PM 10PM 0AM 2AM 6AM

Source: Adtima & RMIT need states 2023 Page

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 COMMUNITY PERSONAS STUDIES ACTIVATION

AAP has widespread its coverage across the Age, Gender, and Location.

32%
HIGH REACH
20% 21
% 15 46%
54%
Reachable 6%
%
7%

73,400,000
18-24 25-34 35-44 45-54 55-64 Mal Female
>6 e
4

Reach
41 42% 43%
600,000+ %
57%

17%

North Central South Urban Rural

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THANK YOU!
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