VIETNAM - amp-vn.com...ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014 70% total online...

VIETNAMDIGITALLANDSCAPEQ3/2015

BYMOORECORPORATION

TABLEOFCONTENT

3

4-9

10-16

23-31

32-36

VIETNAMINAGLOBALCONTEXT

VIETNAMDIGITALMARKETOVERVIEW

VIETNAMINTERNETUSERBEHAVIOR

VIETNAMMOBILE

VIETNAMSOCIALNETWORK

VIETNAME-COMMERCE37-44

17-22 VIETNAMONLINEVIDEO

VIETNAMINGLOBALCONTEXT01

3

InAsia:InternetUsers:7thDigitalAccessIndex:0.31SmartphoneUsers:15th

Intheworld:Population:14th

GDPGrowthRate:2nd

InternetPenetrationRate:48%

4

02 VIETNAMDIGITALMARKETOVERVIEW

5

INTERNETUSERS

0.3%4.0%

13.0%17.6%

21.0%24.5%

26.5%30.8%

34.8%39.3% 40.2%

43.8%47.8%

0%

10%

20%

30%

40%

50%

60%

2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Withsignificantgrowthoveryears,in2015InternetUsersaccountfor48%VietnamTotalPopulation

PERCENTAGEOFINTERNETUSEROVERPOPULATION

Source:AccumulatedbyMoore,2015Base:TotalPopulation

Besides the sharp increasing of InternetUser,Mobile 3G remarkedwithmeaninggrowthin2015comparedwith2005.Mobilenowhasmorepowerthanever.

6

CHANGESFROM2005TO2015

82.4

12.9

0

92.0

43.9

29.3

0

10

20

30

40

50

60

70

80

90

100

POPULATION INTERNETUSERS MOBILE3G

Millions

VIETNAMCHANGESFROM2005TO2015

2005

2015

Source:AccumulatedbyMoore,2015

4% 5%

36%44%

93%

8%12%

55%

46%

93%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

InternetTV Tablet Smartphone Computer MobilePhone

“Movingscreen”suchasSmartphoneandTabletprovethehighlightexpansionfromyeartoyear,inwhichremarkablychangepeople’sbehaviorinMediaconsumption.

Source:Google,2015Base:TotalPopulation

7

2014 2015

52%

140%100%

DEVICEPEOPLEUSE

DEVICE USED IN 2014 AND 2015

5.55.1

6.3

5.2 5.2

3.9

4.7

4.13.7

3.3 3.22.7 2.6

2.3

0

1

2

3

4

5

6

7

Thailand Malaysia Philippines Indonesia Vietnam China Singapore

PC-TSOI Mobile-TSOI

8

TIMESPENDINGONINTERNET(TSOI)

Source:GlobalWebIndex,Q4.2014

Ataverage,VietnamInternetUserspendsabout5.2honPCand2.7honMobile

ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014

70%totalonlineadvertisingrevenueinVietnambelongstoGoogleandFacebook

42%

27%

11%

8%

5%3% 4%

Facebook Google Admicro FPT 24H VNG Other

Source:MooreEstimation20149

ADVERTISINGREVENUE

10

03 VIETNAMINTERNETUSERSBEHAVIOR

ONLINEACTIVITIES

ONLINEACTIVITIESOF18-24YEAROLDUSERS

YoungPeople(18–24)spendmostoftimeonconnecting,entertainingorlearningsomethingnew.Moreover,theyjoininonlineactivitiesmainlybytheirsmartphone.

Source:Google,2015Base:VietnamInternetUser

11

50%

48%

46%

41%

27%

25%

16%

3%

76%

68%

69%

60%

46%

28%

31%

8%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Socialnetworks

Onlinevideos

Searchengines

Listentomusic

Onlinegames

Checkemail

Lookforproductinformation

Purchaseproducts

Smartphone Computer

48%

47%

46%

36%

30%

23%

22%

2%

72%

65%

63%

46%

32%

26%

31%

7%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Socialnetworks

Searchengines

Onlinevideos

Listentomusic

Checkemail

LookforproductinformaNon

Onlinegames

Purchaseproducts

Smartphone Computer


SocialNetworkstillbethemainplatformInternetUserjumpinbesidesSearchandOnlineVideo.Smartphoneseemsbeingtheir“musthavescreen”


12

ONLINEACTIVITIES



13

51%

50%

46%

35%

24%

18%

16%

3%

59%

50%

54%

38%

20%

21%

18%

4%

0% 10% 20% 30% 40% 50% 60% 70%

Searchengines

Socialnetworks

Onlinevideos

Listentomusic

Checkemail

Lookforproductinformation

Onlinegames

Purchaseproducts

Smartphone Computer

ONLINEACTIVITIES

InternetUserat35-44yearsoldspendonlinetimethemostonSearchEngines,besidesSocialNetworkandOnlineVideo,especiallyviatheirsmartphone.



14

35%

33%

23%

19%

12%

11%

8%

3%

29%

34%

37%

28%

16%

7%

12%

4%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Searchengines

Onlinevideos

Socialnetworks

Listentomusic

LookforproductinformaNon

Checkemail

Onlinegames

Puchaseproducts

Smartphone Computer

ONLINEACTIVITIES

Amongdigitallateadoptergeneration(45–54),theyusecomputertoaccesstotheInternetmoreoftenthansmartphone.Butsmartphonestillbethemaindeviceinsomeactivities,

especiallyVisitingSocialNetwork

MEDIAACTIVITIES

DEVICEACCESSBYTIMEOFDAY

0%

5%

10%

15%

20%

25%

30%

35%

40%

Before 9am 9am - Before 12pm

12pm - Before 2pm

2pm - Before 4pm

4pm - Before 6pm

6pm - Before 8pm

8pm - Before 10pm

10pm Onwards

Desktop Laptop/Notebook Mobile Phone Tablet

“PrimeTime”foradvertisingis8PM-10PM-thepeaktimeforusingLaptopandMobilePhone

Source:Nielsen,201415

ONLINEACTIVITIESBYTIMEOFDAY

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Before 9am 9am - Before 12pm

12pm - Before 2pm

2pm - Before 4pm

4pm - Before 6pm

6pm - Before 8pm

8pm - Before 10pm

10pm Onwards

Social Media Online News Online Video (+ Internet TV) Online Shopping

Source:Nielsen,201416

MEDIAACTIVITIES

“PrimeTime”foradvertisingis8PM-10PM-thepeaktimeforjumpinginSocialMedia,OnlineVideo,evenOnlineShopping

17

03 VIETNAMONLINEVIDEO

ONLINEVIDEOACTIVITIES

POPULARSOURCEOFONLINEVIDEO(INPAST12MONTHS)(NotincludeonFacebook)

18

4%

5%

18%

24%

37%

38%

40%

60%

90%

0% 20% 40% 60% 80% 100%

nhaccuatui.com

vnexpress.net

soha.vn

vietnamnet.vn

clip.vn

kenh14.vn

dantri.com.vn

24h.com.vn

YouTube

Source: Nielsen, 2014 Base:VietnamInternetUserwhowatchedonlinevideo

In2015,dantri,kenh14andclip.vndominatedasmainplatformbesidesYoutubeinwhichpeopleconsumeOnlineVideo


FREQUENCYOFONLINEVIDEOWATHCHED

19Source:Google,2015.Base:VietnamInternetUserwhowatchedonlinevideo

3%

8%

10%

36%

42%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Lessthanonceamonth

Never

Monthly

Weekly

Daily

InternetUserbehaviorisnowchangingsharply.TheyusuallywatchonlinevideoinsteadofTVmorethaneverbefore


FREQUENCYOFONLINEVIDEOWATHCHEDINDETAIL

20Source:Nielsen,2014

27

38

1712

04

60

26

94 2 1

0

10

20

30

40

50

60

70

Daily Weekly Monthly Inpast12month

Notinpast12month

Neverdone

DownloadingVideo StreamingVideo

StreamingVideotendtobedominatedthanDownloadingVideo


ONLINEVIDEOWATCHED’SMOTIVATION

21Source:Nielsen,2014Base:VietnamInternetUserwhowatchedonlinevideo

19%

22%

26%

46%

65%

67%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Tofindoutsomethingnew

Tofeelconnectedwithpeople

Tostayuptodate

Tolearnsomethingnew

Tobeentertained/inspired

Torelax/escape


ONLINEVIDEOWATCHEDDURINGDAYTIME

22Source:Nielsen,2014Base:VietnamInternetUserwhowatchedonlinevideo

15%12% 14%

43%

8%5%

11%

62%

0%

10%

20%

30%

40%

50%

60%

70%

Inthemorning Duringlunchtime Intheafternoon Intheevening

Weekday Weekend

AlmostInternetUsers(62%)watchonlinevideointheevening

23

05 VIETNAM MOBILE

15.7 19.7

27.5 29.3

11.9%

15.9%

19.8% 21.4%

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

-

5.0

10.0

15.0

20.0

25.0

30.0

35.0

2012 2013 2014 2015

VIETNAM 3G SUBSCRIPTION

Số thuê bao 3G 3G trên tổng thuê bao di động

3GSUBSCRIPTIONMillions

3GSubscriptions %3GSubscriptionsovertotalsubscriptions

24Source:AccumulatedbyMoore,2015

VIETNAM SMARTPHONE MARKET

25Source: Nielsen, 2014

57%

43%

Smartphone FeaturePhone

SMARTPHONE & FEATURE PHONE

64%

19%

9%3% 2%

Android

IOS

Window8

Window7

Other

SMARTPHONE OPERATION SYSTEM

Withinsmartphoneoperationsystem,Androidissurpassing.IOStakesin2nd.

SMARTPHONE USER DEMOGRAPHIC

Source:Nielsen,2014;VSERV,2013

76%

70%

57%

34%

19%

0% 20% 40% 60% 80%

Under25

25-34

35-44

45-54

55andover

SMARTPHONE USERS BY AGE

26

52% 48% MALE

FEMALE

SMARTPHONE USERS BY GENDER

VietnamSmartphoneUserisdominatedbyearlydigitaladoptergeneration(<35yearsold)

6%

13%

23%

23%

28%

43%

54%

56%

59%

0% 10% 20% 30% 40% 50% 60% 70%

PurchaseProducts/services

MapsandDirections

ProductInformationSearching

CheckEmail

PlayGame

ListentoMusic

WatchOnlineVideo

UseSearchEngine

VisitSocialNetwork

SMARTPHONE USER ACTIVITIES

ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly)

Source:Google,2015Base:InternetUserwhohavesmartphone

27

28

SMARTPHONE USER ACTIVITIES

44%

OfsimultaneoususeislookingatRELATEDcontent

56%Ofsimultaneoususeislookingat

UNREATEDcontent

Source: Millward Brown, 2014

WhilewatchingTV,peoplestillusetheir“secondscreen”tobrowseforbothrelatedandunrelatedcontent

29

MOBILE’SSHAREOFWEBTRAFFIC

Source:GlobalWebIndex,2014

50%

36% 35% 34%

21% 21% 20%

0%

10%

20%

30%

40%

50%

60%

Indonesia Thailand Malaysia Singapore Philippines China Vietnam

Mobile'sshareofwebsitetraffic

VIETNAMOTTOVERVIEW

30

3229

23

12

4.5

0

5

10

15

20

25

30

35

Zalo FBMessenger Viber Line WhatApps

NumberofOTTusersinVietnam

Source:AccordingtoOTTVendors,MooreEstimation,2015

ZaloinQ3/2015surpassesFacebookMessengerinnumberofUser

VIETNAMTOPOTTPLATFORMS

31

8%

71%

20%

1%ZalobyAge

-18

18-34

35-54

55+

50%33%

17%

LinebyAge

16-22

23-27

Others

Source:AccordingtoOTTVendors,2015

32

06 VIETNAM SOCIAL NETWORK

GoMobile

&

AlwaysOn

FACEBOOKUSERS

NUMBEROFFACEBOOKACTIVEUSERS

33

18.8523.16

32

0

10

20

30

40

2013 2014 2015

Millions

14.719.7

29

0

10

20

30

40

2013 2014 2015

Millions

NUMBEROFFACEBOOKACTIVEUSERSONMOBILE

From2013to2015,numberofFacebookActiveUserincreasedaverage23%.Especially,thenumberofUserActiveonMobilegrowthsignificantlyas36%.

It’stimetogomobile.

+40%+30%

Source:Facebook,2015

13-1719%

18-2439%

25-3430%

35-448%

45-654%

FACEBOOKUSERSBYGENDER

34

FACEBOOKUSERSDEMOGRAPHIC

Male46%

Female54%

FACEBOOKUSERSBYAGE

FacebookUserisdominatedbyFemaleandpeoplewhoare18–34yearsolds


FACEBOOKASADISCOVERYTOOLS

35

Facebookiswherepeopleturntolearnnewinformation

FACEBOOKUSERSACTIVITIES

52%

55%

56%

58%

Firsthearaboutanewproduct,brandorservice

Firsthearaboutanewmovie,album,book,festivalorshow

Firsthearaboutnewgame

Firsthearbreakingnews


36

FACEBOOKUSERSACTIVITIES


FacebookisusedmuchmoreoftenthanTV

13-1720%

18-2454%

25-3418%

35-445%

45-653%

37

ALOOKATINSTAGRAM

Source:FacebookandMooreEstimation,2015

InstagramseemsbeingaplatformforFemaleandInternetUserat18-24yearsold

Male35%

Female65%

750,000Users

38

ALOOKATINSTAGRAM

Source:Instagram,2015

ImageAds VideoAds CarouselAds

39

07 VIETNAME-COMMERCE

REVENUE

VIETNAMB2CE-COMMERCEREVENUE2012-2014

40

0.7

2.2

2.97

0

0.5

1

1.5

2

2.5

3

3.5

2012 2013 2014

Billion

sUSD

In2014,revenueoneachuseris145USD/yearandisexpectedincreasein2015

Source:Vecita,2015

ONLINE ITEMS PURCHASED

41

81

19

No Yes

Past 3 months online purchase (including CoD):

85%

Clothing

27% 9% 9%

Fashion accessories

Home appliances

Personal grooming/ cosmetics

products

6%

Food / online delivery

4% 2% 2%

Voucher at restaurant / cafe

Personaldevices

Others

Online items purchased

Source:TNS,2015

ClothingandFashionAccessoriesispurchasedonlinethemost

HOWPEOPLEHEARABOUTTHEPRODUCTTHATTHEYPURCHASED

ONLINECUSTOMERBUYINGPROCESS

Source:Google,2015.Base:VietnamInternetUserwhopurchasedonline42

40%

25%

13% 12%8%

0%5%10%15%20%25%30%35%40%45%

2%

5%

6%

6%

12%

24%

43%

Email

Others

Magazine/

Poster

Instoreads

Tivi

Online

HOWDIDPEOPLEFIRSTHEARABOUTTHEPRODUCT/OFFERFROMADVERTISING?

THEONLINESOURCESPEOPLEUSETOMAKEPURCHASINGDECISIONS

Source:Google,2015.Base:BuyerswhouseInternet43

6%

9%

11%

11%

12%

17%

26%

27%

36%

71%

0% 10% 20% 30% 40% 50% 60% 70% 80%

Email

Brandpagesonsocialnetworkssite

Pricecomparisonwebsite

Onlinemagazines/newssites

Advicesites/reviewsites/forums/blogs

Onlinevideossites

Socialnetworks

Onretailerwebsite

Onbrandwebsite

SearchEngines

PURCHASEACTIVITIES

Peoplethosedayshavemorepowerandmoreinformationthanever.Theyalwaysproactiveinfindingproduct/serviceinformationbeforemakingdecision

Source:Google,2015.Base:BuyerswhouseInternet

PRE-PURCHASEACTIVITIES

INTERNETHELPSPEOPLETOMAKEPURCHASINGDECISIONSBY

44

15%

19%

21%

23%

30%

29%

39%

39%

61%

0% 10% 20% 30% 40% 50% 60% 70%

Madecontact/requestedcontact(with

Watchedrelevantvideosonline

Gotideas/inspirationonline

Lookedfor/redeemedrelevantofftens/

Checkedwheretobuy/productavailability

Gotstorelocations/directionsonline

Discoveredrelevantbrandsonline

Lookedforopinions/reviews/adviceonline

Comparedproducts/prives/featuresonline

Peoplethosedayshavemorepowerandmoreinformationthanever.Theyalwaysproactiveinfindingproduct/serviceinformationbeforemakingdecision

WHATDIDPEOPLEDOONLINEAFTERCOMPLETINGTHEIRPURCHASE?

Source:Google,2015.Base:BuyerswhouseInternet

45

0%

5%

10%

15%

20%

25%

30%

Sharedpurchaseexperienceonsocialnetworks

Postedreviews/ratings Lookedforhelponsetup/usage

PRE-PURCHASEACTIVITIES

They’realsoreadyforsharingtheirexperienceonSocialnetwork

Source:AccumulatedbyMoore.201546

“18%purchaseonline.”

“21%usetheInternettogetideas”

“39%discoveredrelevantbrands.”

“48%researchhoursbeforepurchase.”

“18%lookedforhelponset-up/usageonline.”

15%postedreviews/rating

“61%comparedchoiceonline.”

“39%soughtadviceonline.”

“53%preparedforofflinepurchase.”

28%sharedexperiencesonsocialnetwork

Evaluation

PurchaseEnjoy&Advocate

Consideration

Trigger

INTERNETROLEINONLINECUSTOMERBUYINGPROCESS

NeverthanbeforeInternetproveitssignificantroleincustomerbuyingjourney

REFFERENCESOURCES

•  MeetthenewmediaconsumerinVietnam2014,NielsenVietnam,2014•  Marketinginamultiscreenworld–Vietnamreport,MillwardBrown,2014•  ThemobileinternetconsumerVietnam2013,VSERV.mobi,2013•  ConsumerBarometer,Google,2015•  Digital,Social&Mobile,WeAreSocial,2013-2015•  GeneralStatisticsOfficeofVietnam,2011-2015 •  Internet WorldStats, 2015•  Emarketer,2015•  IDG,2015•  GlobalWebIndex,2015•  Meetthenewmediacustomer,Nielsen2014•  Others

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ABOUTMOORECORPORATION

MooreCorporation–amemberofIREP(thelargestSEMAgencyinJapan),isaDigitalAgencyfocusonPerformanceBasedAdvertinginVietnamWithknowledgeandexperience,MooreCorpconsultsandimplementsDigitalmarketingcampaignbyusingtechnologyandindustryknowledgetomaximizetheeffectivenessofadvertisementcampaignwiththemotto:"Strategicsolution,Effectiveconcentration”TofollowMooremissionforenrichingcommunity'svalue,from2014,MooreCorpisthesoleAgencyprocessSeriesofDigitalActivitiesReportandVietnamDigitalLandscapewhichisfreepublishedandsharedforClients,PartnerandDigitalCommunityFindmoreaboutusandourworkat:www.moore.vn

NGUYEN XUAN DONG Vice Managing Director 098 999 5145 [email protected]

Moore Online Solution and Development Corporation Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh Website: www.moore.vn | www.adbrand.net | www.adlite.net | www.doublelink.net |

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VIETNAM - amp-vn.com...ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014 70% total online...

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