Vietnam Benchmark Library 071910

Online Consumer Benchmark Study
Vietnam, July 2010
Google Confidential and Proprietary
Agenda
1 2 3
Introduction
Methodology
Overview of Online Consumers in Vietnam

Online Research and Purchase by Category Online Shopping Behaviors and Segmentation In-Store versus Online Purchase Experience Impact of Internet, Print, TV and Radio Advertising General Media Habits
Shopping Behaviors by Category
Broadband/Wireless Broadband Services Computer products (desktops, laptops, peripherals) Digital Cameras Food or Beverages (brands never before purchased) Mobile Phones or Smartphones Mobile Phone Plans Personal Care Products (hair care, skin care) (brands never before used)
Online Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC
Confidential and Proprietary
Objectives
The primary objective of this research was to: Understand the shopping behaviors of online consumers in Vietnam across a variety of product categories Key research questions included:
How do online resources, including search engines, online advertising and online videos contribute to [category] decision-making? How does the Internet compare to traditional media and personal sources in terms of its impact on purchase decisions? Do certain sources matter more at certain phases of research? How does online shopping compare to the in-store shopping experience, and what prevents consumers from buying online more?
Methodology
Research was conducted in Vietnam among 1275 recent buyers of a variety of consumer products Respondents age 18+ were required to have purchased at least one of the seven main consumer products within the last three or six months (timeframe for purchase varied by category) Over 400 interviews were collected for each of the seven main categories; respondents who qualified for more than one category reported on two categories, assigned to the category with the lowest incidence Data were collected online between May 27th and June 17th, 2010 Initial questions in the survey addressed search engine use and preferences, covering a total of 18 product categories; remaining questions focused on detailed shopping and purchasing behaviors of seven main product categories
Report Overview
This report presents an initial overview of online consumers in Vietnam, followed by an analysis of shopping behaviors across the following product categories: Main Product Categories
Broadband/Wireless Broadband Services Computers (desktop, laptop, peripherals) Digital Cameras Food or Beverages (never before purchased) Mobile Phones or Smartphones Mobile Phone Plans Personal Care Products (never before used) (skin care, hair care)
Purchase Time Frame

Last 6 months Last 3 months Last 6 months Last 3 months Last 6 months Last 6 months Last 3 months
n
339 340 311 345 343 345 343
Overview of Online Consumers in Vietnam

All Vietnam Online Consumers
Nine in ten of those surveyed purchased at least one of the 7 types of products measured in this study
The demographic profile of Vietnamese online consumers reflects a typical early adopter market : young, male, educated and affluent
Vietnam Online Consumer Market Profile
Mean Age
25.9
Male Broadband services [38%] Computers (28%) Digital cameras [30%] Food or beverage* (64%) Mobile phones [52%] Mobile phone plans [65%] Personal care products* (42%)
Vietnam Internet Population
* A new brand, never before purchased/used Percentage with [ ] is for those who purchased the product within the last 6 months Percentage with ( ) is for those who purchased the product within the last 3 months
93% purchased a product within the last 3 or 6 months
69%
College or Above
69%
Monthly Household Income
21.7M VND
Computer buyers are male; digital camera buyers are more affluent and better educated
Demographic Profile by Category Buyers Average Age Broadband/Wireless broadband service (A) Male Avg. Household Monthly Income College or above
25.2(C)
75%(DEG)
22.6M VND(CD)
69%(CF)
Computers (B)
Digital camera (C) New food or beverage (D) Mobile phone or smartphone (E) Mobile phone plan (F) New personal care product (G)
25.8(CF)
26.8(ABDEFG) 25.7(CF) 25.8(CF) 24.7(BCDEG) 25.7(CF)
79%(CDEFG)
73%(BDG) 63%(ABC) 68%(ABG) 69%(BG) 57%(ABCEF)
26.0M VND(CDF)
31.5M VND(ABDEFG) 17.4M VND(ABCEG) 21.6M VND(CD) 19.3M VND(BC) 21.8M VND(CD)
72%(CDF)
78%(ABDEF) 63%(BCEG) 70%(CDF) 62%(ABCEG) 72%(DF)
( ) denotes statistically significant differences at the 95% confidence level
n varies per category (311-345) Base: All Respondents

Many online shoppers use the Internet to learn more about products, but very few purchase items online
Digital cameras and broadband services are most likely to be purchased online
Purchase Online by Category

Research online Purchase online
100% 22%
Purchase-toResearch Ratio
Digital cameras
22%
Mobile phones or smartphones
99% 14% 99%

16%
14%
Computers
16%
Broadband/Wireless broadband services
98% 21% 98% 14%

97%
21%
New personal care products
14%
Mobile phone plans
11%
11% 95% 4%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
New f ood or beverage products
4%
n varies per category (311-345) Base: All Respondents

A summary of all products reveals that most buyers research products online, but purchase them offline
Over 8 in 10 are researched online but purchased offline
15% are researched and purchased online
Research Online*
83%
15%
Research Offline**
2%
Purchase Offline
0%
Purchase Online
n=2288 * Used any online source to research ** Used only offline sources to research
Base: All purchases made either online or at a store and used at least one source
10
Online purchasing is relatively new in Vietnam: 43 percent made their first online purchase in the last 6 months
Year Began Purchasing Products Online
I have never purchased a product online Less than 6 months ago
27% 43%
0.8
Avg. Years Purchasing Online
2 or more years ago (2008 or earlier)
8%
8% 14%
1 year to less than 2 years ago (2008-2009)
6 months to less than 1 year (2009-2010)
n=1094 Base: All Respondents (Natural fall-out)
Q: When did you begin purchasing products online?

11
Veteran and recent online buyers are better educated and more affluent than non-online buyers
Demographics of Online Shoppers by Tenure
Veterans (30%)
6 Months or Longer
(A)
Recents (43%)
Less than 6 Months
(B)
Non-Buyers (27%)
Never Purchased Online
(C)
Avg. Age
26.3
25.8
25.6
Male
70%
72%(C)
63%(B)
College or Above
74%(C)
72%(C)
61%(AB)
Monthly HH Income
23.8M VND(C)
23.1M VND(C)
17.2M VND(AB)
( ) denotes statistically significant differences at the 95% confidence level
Those who have never purchased online are less educated and less affluent
12
Comparing across 18 product categories, search engines are a primary source for researching travel and tech products
Percent Who Use Search Engines as Primary Source* to Research
Computers Digital cameras Mobile phones or smartphones Home Appliances Broadband services Airline tickets Mobile phone plans Furniture/Home Furnishings Books Clothing or accessories Sporting goods Credit cards New personal care products Baby Care products DVDs/Music CDs Toys New f ood or beverage products Non-prescription drugs
0% 10% 20%
89%
89%
88% 82%
74%
69% 69%
63%
Not included are those who also use search engines as a gateway to other sites. Categoryspecific slides later in this report include those who use search engines as a primary source and a gateway to other sites
58% 56%
54%
Over half use search engine as a primary source for a variety of products including books, clothing, and sporting goods
51% 50%
50%
49% 43%
38%
Search engines are less likely to be used as a primary source for CPG and OTC items
n varies (210-845)
21%
30% 40% 50% 60% 70%
Base: Purchased the product within last 3 months (Natural fall-out)

80% 90% 100%
Q: Did you use a search engine to help you research or purchase each of the products you purchased recently?
13
Across all product categories, used most

Google Yahoo Search Bing
is the search engine
Search Engine Brands Used by Category
Home Appliances Furniture/Home Furnishings Broadband/Wireless broadband services

Mobile phones or smartphones Digital cameras
95%
95% 93% 93% 93%

92% 92%
Computers Books Mobile phone plans Toys Clothing or accessories

Sporting goods DVDs/Music CDs
92% 92% 92% 92% 91%

91% 90%
Airline tickets New personal care products Credit cards New f ood or beverage products Non-prescription drugs
Baby Care products
0% 10% 20% 30% 40% 50% 60% 70% 80%
89% 89% 87% 86%

90% 100%
n varies (144-523)
Q: Which search engine did you use to help you research or purchase each product?
Base: Purchased the product within last 3 months and used search engine to research (Natural fall-out)
14
Among the seven main categories studied, those who use search engines feel more satisfied with the purchase process
Used search engine (n=273-329) Did not use search engine (n=9-65)
Satisfaction with Purchase Process

Top 2 box scores on 5-point satisfaction scale
Computers
75%
** 50%
71% ** 67% 66%
Digital cameras
Mobile phones or smartphones
** 57%
62%
Broadband/Wireless broadband services
* 43%
60%
Mobile phone plans
* 40%
52%
New personal care products
* 47%
48% 48%
% 10% 20% 30% 40% 50% 60%
New f ood or beverage products
Base: Used at least one source

70% 80% 90% 100%
denotes statistically significant differences at the 95% confidence level

Q: How satisfied were you with your purchase process?
*CAUTION: Sample size is small **CAUTION: Sample size is extremely small

15
Search engine users spend more or equal amounts on the products they purchase
Average Amount Spent on Purchase (M, VND) Used Search Engine
(n=273-329)
Did Not Use Search Engine

(n=9-72)
Computer Digital camera Mobile phone or smartphone Broadband/Wireless broadband service (monthly) New personal care product (monthly) New food or beverage (monthly) Mobile phone plan (monthly)
12.8 6.9 4.9 1.3 1.0 .9 .7
**
12.5 5.4 3.5 .6 .6 .7

*
**
**
.4
*CAUTION: Sample size is small **CAUTION: Sample size is extremely small

Q: How much did your new [product] cost?/ How much do you spend on your [product] on an average month?
16
Online consumers use the Internet on more days each week, for more hours each day, than other types of media
1 day 2 days 3 days 4 days 5 days 6 days 7 days
Internet
5.6
hours /day
6.4 days/week
81% use daily
TV
2.7
hours /day
5.2 days/week
57% use daily
Magazines/newspapers
1.5
hours/ day
4.1 days/week
36% use daily
1.4
Radio
hours/ day
2.1 days/week
12% use daily
Q: Approximately how many days in a typical week do you do each of the following activities/ Approximately how long do you spend doing each of these activities on the days that you do them?
n=1094 Base: All Respondents (Natural fall-out)

17
Over 8 in 10 online consumers read online news, search, and check emails regularly
Percent who do Activities Regularly
(Daily or Several Times a Week)
Read the news Use a search engine Check-do email Visit websites f or a personal hobby/interest Visit websites f or work-related reasons
Use a social networking site Participate in a f orum, discussion board 73% 71%
Avg. No. of Minutes per Day

84% 83%
81%
49.5 56.7 40.0 57.7 80.6 48.8 43.5 51.9 65.9 34.4
62% 57% 57% 47% 38% 37% 36%

27% 23%
% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Watch online videos Play games Update a blog or micro-blog Shop f or products online Check sports scores Use a personalized homepage Check stocks-f inancial accounts
Buyers spend the most time visiting work-related sites
42.8 21.8 38.1 42.0 n=1094
Base: All Respondents (Natural fall-out)

Q: Which of the following activities do you do online regularly a few times a week or daily? / How much time do spend doing these activities on the days you do them?
18
Online ads are used less than TV and print ads, but they are equally effective in prompting shoppers to take actions
What Actions do Ads Prompt?
What Percent Used Ads?
90%
Top 2 box scores on 4-point agree scale
84%
81%
Internet
77%
Online-tooffline crossover effect

57%
59%
35%
Help find Motivate Help learn Help find websites Motivate to buy about the stores that that sell visit a store product product sell product product online
Motivate to buy product offline
44%
59%
81%
73%
71%
70%
57%
Offline-toonline crossover effect
TV
51%
84%
41%
71%
68%
56% 72%
Radio
13%
81% 70% 70% 58% 74%
61%
Q: Thinking about the ads youve seen/heard, do you generally agree or disagree that the ads
n varies (245 - 618) Base: Used ad as a source

19
Summary Overview of Online Consumers in Vietnam
1 2
3 4
Based on a demographic analysis of the shoppers examined in this research, Vietnamese online consumers reflect the typical early adopter: younger, male, affluent and educated. The Internet is a common tool for these shoppers to research products. The vast majority research both higher- and lower-priced items including computers, mobile phones and personal care items online.
Search engines are key in the research process for most products. For 14 of 18 consumer product categories examined, half or more shoppers use a search engine to help them decide what to buy. Even low-consideration purchase decisions (such as food or beverage items, never purchased before) are influenced by search engines.
Google is unquestionably the most popular search engine, used by nearly all recent product searchers. Other major search engine brands (Yahoo! and Bing) trail behind Google by a wide margin.
20
There is also some evidence that search engines lead to more satisfying and confident purchases. Buyers who use search engines spend more money than non-searchers and are more satisfied with the overall purchase process.
6 7
8
Yet few of the products examined in this study are purchased online. In fact, nearly 80 percent of broadband services and digital cameras are purchased offline. For the remaining product categories examined in this study (including computers and mobile phones), less than 20 percent are purchased online.
There is evidence that online purchasing is accelerating. Forty-three percent of respondents purchased a product online for the first time in the last 6 months a higher percentage than in previous years. Currently 27 percent say they have never purchased a product online. These NonBuyers" tend to be women who are less affluent. With time and greater investment by advertisers of commodity goods the proportion of Non-Buyers will decrease in size.
21
9 10
The role that online advertising plays in purchase decisions should not be discounted. Online ads are used less than TV ads (35 percent compared to 51 percent), but they are more effective in prompting consumers to take action. In fact, buyers say online ads are more likely to help them learn about products, find stores and motivate online purchases.
The impact of online advertising is amplified by the amount of time Vietnamese shoppers are spending online. Shoppers say they do a variety of online activities regularly including checking email, using search engines and reading news. In fact, shoppers use the Internet more days each week, for more hours each day, than other media.
22

Broadband/Wireless Broadband Service Buyers
23
Most broadband service buyers research services online, but purchase them offline
77% are researched online but purchased offline
Research Online*
77%
21%
Research Offline**
2%
Purchase Offline
0%
Purchase Online
Base: Broadband Service Sub-Group who purchased either online or at a store and used at least one source
24
Among traditional and in-person sources, friends/family are the most influential for broadband service purchases
Use and Influence of Traditional/In Person Sources
Source is Inf luential* Friends/f amily TV ad
Newspaper ad 44%
Use Source 55%
42% 40% 32% 29%

29%
96% of broadband service buyers use at least one

type of traditional/in person source to research
TV show Magazine ad Magazine article

Newspaper article Billboard or outdoor ad
28% 27% 27% 15%

13%
Sales person Retail store Postal mail ad or catalog

Telemarketing
and of them consider at least one type
82%
influential*
4.3
Average Traditional/In Person Sources Used
(of 15 sources measured)
Radio ad Radio show Print phone book

0%
13% 12% 8%
10% 20% 30% 40% 50%
n=339
60%
Base: Broadband Service Sub-Group

70% 80% 90% 100%
*Top 2 box scores (4, 5 on 5-pt. scale)
25
Search engines are used more and are more influential than other types of websites
Expert review sites are very influential (for those who use them)
Use and Influence of Websites

Source is Inf luential* Use Source
92%
Search engine**
Service provider website News website
58% 46% 42% 35%

34%
98% of broadband service buyers use at

least one type of website to research
Community Website with reviews by experts Consumer review website

Online retailer or store website
34% 23% 22%

19%
Social networking website Shopping comparison website Classif ied listings website
Portal
85%
influential*
18% 15% 15% 13%

0% 10% 20% 30% 40% 50%
4.8
Average Websites Used
(of 14 types of sites measured)
Video website Auction website Blog
n=339
60%

70% 80% 90% 100%
*Top 2 box scores (4, 5 on 5-pt. scale) ** Use search engines as a source or as a gateway to other online sources
26
All types of online ads are used by approximately 1 to 2 in 10 broadband service buyers
Use and Influence of Online Ads
A text ad / sponsored link
21%
30% of broadband service buyers use at

least one type of online ad to research
Gadget ad
20%
Online video ad
18%
and 59% of them consider at least one type
An ad that moved across webpage
16%
influential*
3.5
Average No. of Online Ad Types Used
(of 6 types of online ads measured)
Expandable online ad
16%
General banner ad
14%
n=339
0% 10% 20% 30% 40% 50% 60%

70% 80% 90% 100%
27
Websites are comparable to traditional/in-person sources in use and influence

Traditional/In-Person Sources
Websites Online Ads
96% of broadband service buyers

use at least one type of traditional/in person source to research
98% of broadband service

buyers use at least one type of website to research
of broadband service buyers use at least one type of online ad to research
30%
82%
influential*
85%
influential*
influential*
4.3
4.8
3.5
Average No. of Online Ad Types Used
(of 6 types of online ads measured)
n=339

28
Buyers spend over half a month deciding what to buy, using the Internet more than other sources to decide
Percent of Total Research Time Each Source Used
19.5
Avg. Number of Days Spent Researching
No timeit was an impulse buy 1 month or more
Internet
TV ad
Less than 1 day
37%
16%
Friends/family
7% 6%
5%
5%
4%
3%
11% 12%
TV show
1 week to less than 4 weeks
Newspaper ad
24%
Retail store
50%
1 day to less than 7 days n=339 Base: Broadband Service Sub-Group
Newspaper article3% Billboard or outdoor ad3%

Postal mail ad or catalog2% n=339 Base: Broadband Service Sub-Group who used at least one source
Magazine ad 4% Sales person Magazine article4%
Q: How much time did you spend researching your new [product], from the moment you decided to look for a new [product] to when you purchased it? / Thinking of all the time you spent researching your new [product] as 100%, what percent of time did you spend evaluating each source?
29
Online sources are most helpful at every phase of research
Most Helpful Source at Each Phase

Percent Who Participated at Each Phase
Internet/online sources Friends/f amily
83% 83% 85%
General information gathering Evaluation & comparing Final purchase decision
TV ad
TV show
Billboard or outdoor ad Newspaper ad Retail store Magazine ad

Magazine article
Postal mail ad or catalog
Purchase
Newspaper article
Sales person
Gathering general inf ormation (n=283) Evaluating and comparing options (n=283)
Making a f inal purchase decision (n=288)
0% 10% 20% 30% 40% 50%
Telemarketing
n=339 Base: Broadband Service Sub-Group who used at least one source
Radio ad
Q: For every phase, please indicate the one source that was most helpful during that phase
30
Six in ten feel extremely or very satisfied with the process of purchasing their broadband service
1% 4% 15%
Those who purchased online are more likely to feel extremely satisfied with their purchase process (25%) (data not shown)
34%
Extremely satisf ied Very satisf ied Moderately satisf ied
46%
Slightly satisf ied Not at all satisf ied
n=339 Base: Broadband Service Sub-Group who used at least one source
31
Search engines are a key online source for broadband service researchers; virtually all use Google
Broadband Service Sub-Group
60% of those who use

Search Engine Brands Used
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
search engines for broadband services find them influential**
95%
Google is used by over 9 in 10 broadband service searchers
94% of those who use the Internet for broadband services use search engines*
7%
2%
Bing
98% use the Internet for broadband service research

* Use search engines as a source or as a gateway to other online sources ** Top 2 box scores (4 or 5 on 5-pt. Influence scale)
n=242 Base: Broadband Service Sub-group who used a search engine as a source but not as a gateway (natural fall-out)
Google
Yahoo Search
32
Search engines help many to access expert review website, and other types of sites used to decide
Percent Who Access Sites Through Each Method
Website with reviews by experts Consumer review website

Online retailer/store website
65%
57% 19%
19%
16%
9%
7%
8%
57% 54% 53% 52% 50% 44%

42%
27% 36% 24% 21% 27% 29%

31% 15%
13%
3%
Service provider website Shopping comparison website Classif ied listings website Community Video website Portal
Blog*
8% 3% 16% 21% 21% 27%

13%
8% 6% 2%
42% 41%
35%
26% 31%
35%
26% 24%
14% 16%
7% 4%
News website Auction website

Social networking website
0% 10%
35%
20% 30% 40%
33%
50% 60% 70%
29%
80% 90%
3%
100%
Used a search engine Site is bookmarked or in my Favorites
Typed in URL Links f rom other online sources
*CAUTION: Sample size is small

Q: How do you typically access these websites when you go online?
n varies (43-197) Base: Broadband Service Sub-Group who used any type of website
33
Broadband service buyers use the Internet more days each week, and for more hours each day, than other media
Internet
6.1
hours /day
6.6 days/week
86% use daily
TV
2.5
hours /day
4.9 days/week
55% use daily
1.8
hours/ day
4.1 days/week
37% use daily
1.5
Radio hours/ day
2.1 days/week
13% use daily
n=339 Base: Broadband Service Sub-Group

34
Over eight in ten of broadband service buyers use search engine, read online news, and check emails regularly
Use a search engine Read the news Check-do email Visit websites f or a personal hobby/interest
Visit websites f or work-related reasons Use a social networking site 71%

82% 81%
81%
56.9 49.2 38.5 58.1 80.6 55.9 51.4 45.9 69.8 43.3
69% 64% 63% 62% 50% 45% 41%

40% 32%
Buyers spend the most time visiting work-related sites
Watch online videos Participate in a f orum, discussion board Play games Shop f or products online Check sports scores Update a blog or micro-blog Use a personalized homepage
Check stocks-f inancial accounts
% 10% 20%
22.5 31.2 31.5 43.8
27%
30% 40% 50% 60% 70% 80% 90% 100%

35
Online ads are used less than print and TV ads, but buyers who use online ads say they prompt them to take action
88%

*Top 2 box scores on 4-point agree scale
86%
82%
79%
66%

54%
Internet
30%
Help learn Help find about the stores that product sell product
Help find websites that sell product
Motivate to visit a store
Motivate to buy product online
52%
83%
48% 76% 74%

72%
57%
TV
44%
69% 84%
73%
60% 77%
58%
Radio
81%
68%
56%
72% 75%
63%
13%
n varies (57-174) Base: Broadband Service Sub-Group who used ad as a source

36
Broadband service purchasers are more male and spend an average of 1.2 million VND on their service monthly
Gender
Female
1.2M VND
Avg. Monthly Spending on Broadband Service
25%
Education
Male
75%
Graduate degree
3%
24%
Less than High school
23%
High school or equivalent
25.2 22.6M VND

Average Age Avg. Household Monthly Income*
Some graduate school
4%
Some college
28%
18%
College graduate
*Excludes those who selected Prefer Not to Answer

37
Summary Broadband Services

Like other product categories examined in this study, broadband services are generally researched online and purchased offline. Only 21 percent are both researched and purchased online. Broadband buyers are careful, media-savvy shoppers, gathering information from a variety of sources to inform their purchase. Broadband purchases are influenced by a wide mix of online and offline sources, particularly friends/family and search engines. Based on the average number of sources used to research a purchase decision, and their perceived influence, online and traditional/in-person sources are actually comparable in terms of their impact on purchase decisions.
1 2 3
Google is unquestionably the leading search engine brand, preferred by broadband service buyers by a wide margin over Yahoo! and Bing. It should be noted that broadband buyers recognize the value of search engines both as a primary source and a "gateway" to the other sites used to decide.
38
Summary Broadband Services

Overall, buyers take their time just over half a month deciding which broadband service to subscribe to. During that time, the Internet stands out as the source they use most. In fact, online sources are considered most helpful at every phase of the purchase process. Broadband buyers spend more time using the Internet than other media, both in terms of the number of days per week and number of hours per day. The most popular online activities are email, reading news and search. They spend the most of their online time visiting work-related sites. Although print and TV ads are used by more broadband service buyers than online ads to help in making purchase decisions, the impact of online ads upon those who use them is comparable or greater. Online ads actually do a better job than traditional media ads in helping buyers learn more about a product, find stores that sell a product, and visit stores. In addition, 54 percent say online ads motivate them to purchase products offline. This cross-over media effect works in the other direction as well, with 48 percent or more saying TV or print ads motivate them to buy products online.
5 6 7 8
39

Computer and Computer Peripheral Buyers
40
Most computer (and computer peripherals) buyers research computers online, but purchase them offline
Research Online*
83%
16%
Research Offline**
1%
Purchase Offline
0%
Purchase Online
Base: Computer category Sub-Group who purchased either online or at a store and used at least one source
41
Among traditional and in-person sources, friends/family are the most influential for computer purchases
Source is Inf luential* Friends/f amily Magazine ad
Retail store Magazine article
Use Source 62% 49%

47%
94% of computer buyers use at least one type

of traditional/in person source to research
41% 40% 39% 34%

33% 29%
Newspaper ad Sales person TV ad Newspaper article

TV show Billboard or outdoor ad
88%
27% 18% 10% 10%

10% 9%
0% 10% 20% 30% 40%
influential*
Postal mail ad or catalog Radio show Print phone book Radio ad

Telemarketing
4.9
n=340
50% 60%
Base: Computer Service Sub-Group

70% 80% 90% 100%
42

Source is Inf luential* Use Source 96%
59%
Search engine** Online retailer or store website

Manuf acturer website
59% 51% 50% 47%

46%
99% of computer buyers use at

Community News website Website with reviews by experts Consumer review website Shopping comparison website
Classif ied listings website
44% 34% 25% 24%

19% 18%
95%
influential*
Social networking website Auction website Portal Video website

Blog
0% 10%
5.9
Average Types of Websites Used
(of 14 types measured)
14%
20% 30% 40% 50%
n=340
60%

70% 80% 90% 100%
43
All types of online ads are also used by 1 to 2 in 10 computer buyers

Gadget ad
22%
32% of computer buyers use at least one

A text ad / sponsored link 21%
type of online ad to research
21%
18%
influential*
3.9
Average Types of Online Ads Used
Online video ad
17%
General banner ad
16%
n=340
0% 10% 20% 30% 40% 50% 60%

70% 80% 90% 100%
44
Websites are valued more than traditional/in-person sources in use and influence
Traditional/In-Person Sources Websites Online Ads
94% of computer buyers use at

least one type of traditional/in person source to research
99% of computer buyers

use at least one type of website to research
32% of computer buyers

use at least one type of online ad to research and of them consider at least one type
88%
influential*
95%
influential*
influential*
4.9
5.9
Average Types of Websites Used
3.9
n=340

45
Buyers spend less than a month deciding what to buy, using the Internet more than other sources to decide
25.6
Internet
39%
16%
Friends/family
Retail store
5%
8% 6%
5%
3% 15%
9% Less than 1 day
Sales person
Magazine ad 4% TV ad 4% Newspaper ad
Magazine article
24%
49%
1 day to less than 7 days n=340 Base: Computer Sub-Group
TV show3% Billboard or outdoor ad2%

n=339 Base: Computer Sub-Group who used at least one source
Newspaper article3%
46

84% 87% 86%
Newspaper ad
Magazine article
Retail store Magazine ad TV ad Sales person

Newspaper article
Purchase
TV show
Billboard or outdoor ad
0% 10% 20% 30% 40% 50%
Radio show
Print phone book
47
Seven in ten feel extremely or very satisfied with the process of purchasing their computer
2%
21% 23%
Extremely satisf ied Very satisf ied Moderately satisf ied Slightly satisf ied Not at all satisf ied
54%
48
Search engines are a key online source for computer researchers; virtually all use Google
Computer Sub-Group

search engines for computers find them
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
influential**
93%
Google is used by over 9 in 10 computer searchers
97% of those who use the Internet for computers use search engines*
8% 5%
Bing
Google
n=302 Base: Computer Sub-group who used a search engine as a source but not as a gateway
Yahoo Search
99% use the Internet for computer research

49
Search engines help many to access consumer review website, and other types of sites used to decide
Consumer review website Website with reviews by experts

Shopping comparison website
71%
64% 16%
12%
13%
16%
4%
4%
58% 56% 54% 53% 51% 49%

46%
19% 32% 28% 23% 12% 22%

24%
21% 10% 12% 16% 24% 20%

22%
3% 2% 5% 8% 12% 9%
8%
Manuf acturer website Online retailer/store website Classif ied listings website Blog* Portal Community
Video website
46% 38%
33%
26% 28%
34%
23% 26%
31%
5% 7%
2%
Auction website News website

0%
26%
10% 20% 30% 40%
37%
50% 60% 70%
32%
80% 90%
5%
100%

n varies (49-202) Base: Computer Sub-Group who used any type of website
50
Computer buyers use the Internet more days each week, and for more hours each day, than other media
Internet
6.4
hours /day
6.7 days/week
89% use daily
TV
2.8
hours /day
5.2 days/week
57% use daily
1.7
hours/ day
4.2 days/week
39% use daily
1.4
Radio hours/ day
2.2 days/week
13% use daily
n=340 Base: Computer Sub-Group

51
Using search engines, checking emails, and reading news are the most popular online activities among computer buyers
Use a search engine Read the news Check-do email Visit websites f or a personal hobby/interest

86% 85%
82%
62.4 51.8 39.6 62.5 85.6 52.5 50.9 50.4
71% 64% 62% 61% 53% 46% 42%

36% 30%
Buyers spend the most time visiting websites for workrelated reasons
Participate in a f orum, discussion board Watch online videos Play games Shop f or products online Check sports scores Update a blog or micro-blog Use a personalized homepage
% 10% 20%
67.9 49.2 23.4 37.4 40.1 51.9
26%
30% 40% 50% 60% 70% 80% 90% 100%

52
93%

88%
88%

63%
83%
Internet
65%
32%
Help learn about the product
Help find stores that sell product
61%
85% 74%
53% 80%
70%
58%
TV
52%
54%
34%
73% 87%
85%
77%
Radio
76%
67%
59%
75%
76%
65%
10%
n varies (51-163) Base: Computer Sub-Group who used ad as a source

53
Computer purchasers are more male and spend an average of 12.7 million VND on computers
Gender
Female
12.7M VND
Avg. Amount Spent on Computer Purchase
21%
Education
Male
79%
Graduate degree
2%
Less than High school High school or equivalent
26%
19%
6%
Some college
25.8 26.0M VND

20%
College graduate
27%

54
Summary Computers
1 2
Computers and peripherals may be technology-based products, but almost all of these items are purchased offline. Only 16 percent of computers and computer peripherals are purchased online less than digital cameras and broadband services.
The Internet still plays a critical role in computer purchases. It stands out as the source they use most. In fact, online sources are considered most helpful at every phase of the purchase process. Upon closer examination of specific online sources, we find that search engines are used and valued the most, followed retail store websites and manufacturers websites. Overall, online sources are more important in guiding computer purchase decisions than traditional and in-person sources. Search engines are used by virtually all computer buyers, either as a primary source or as a "gateway" to other sources. Google is unquestionably the leading search engine brand, preferred by broadband service buyers by a wide margin over Yahoo! and Bing.
3
4
55
Summary Computers
Buyers take less than one month (26 days), on average, to decide which computer to buy. Seven in 10 say the experience is extremely or very satisfying, suggesting they receive ample information and support from the various sources they use to decide. In general, computer buyers spend more time using the Internet than other media, both in terms of the number of days per week and number of hours per day. The most popular online activities are search, reading news, and email. They spend the most of their online time visiting work-related websites. TV ads are used by many more computer buyers than online ads to help in the purchase decision, yet the impact of online ads upon those who use them is comparable or greater. Online ads actually do a better job than traditional media ads in helping buyers learn more about a product and find stores, presumably because the information is just a click away. In addition, 63 percent say online ads motivate them to purchase products offline. This cross-over media effect works in the other direction as well, with 52 percent saying TV ads motivate them to buy products online.
5 6 7
56

Digital Camera Buyers
57
Most digital camera buyers research digital cameras online, but purchase them offline
Research Online*
77%
22%
Research Offline**
1%
Purchase Offline
0%
Purchase Online
Base: Digital Camera Sub-Group who purchased either online or at a store and used at least one source
58
Among traditional and in-person sources, friends/family influence the most digital camera purchases
Source is Inf luential* Friends/f amily Magazine ad
TV ad Newspaper ad
Use Source 66% 50%

50%
96% of digital camera buyers use at least one

type of traditional/in person source to research
49% 41% 39% 37%

36% 30%
Magazine article Retail store TV show Newspaper article

Sales person Billboard or outdoor ad
88%
29% 20% 14% 14%

13% 13%
0% 10% 20% 30% 40%
influential*
Postal mail ad or catalog Telemarketing Radio ad Print phone book

Radio show
5.2
n=311
50% 60%
Base: Digital Camera Sub-Group

70% 80% 90% 100%
59

61%
Search engine** Manuf acturer website

Online retailer or store website
52% 50% 49% 45%

43%
News website Website with reviews by experts Consumer review website Shopping comparison website Classif ied listings website
Community
of digital camera buyers use at least one type of website to research
99%
41% 41% 32% 28%

23% 23%
92%
Social networking website Auction website Video website Portal

Blog
0% 10%
influential*
6.1
18%
20% 30% 40% 50% 60%
n=311

70% 80% 90% 100%
60
All types of online ads are also used by 1 to 2 in 10 digital camera buyers
Online video ad
27%
Gadget ad
35% of digital camera buyers use at least

24%
one type of online ad to research .
22%
influential*
22%
3.7
(of 6 types of ads measured)
18%
General banner ad
16%
n=311
0% 10% 20% 30% 40% 50% 60%

70% 80% 90% 100%
61
Websites and traditional/in-person sources are equal in use and influence

Traditional/In-Person Sources Websites
of digital camera buyers use at least one type of website to research
Online Ads
96% of digital camera buyers

99%
35% of digital camera

buyers use at least one type of online ad to research . and of them consider at least one type
88%
92%
influential*
influential*
influential*
5.2
6.1
3.7
n=311

62
Buyers spend about half a month deciding what to buy, using Internet more than other sources to decide
16.2
Internet
Less than 1 day
35%
17%
Friends/family
Magazine ad
6%
3%
11%
11%
TV ad
6%
6%
Newspaper ad
5% 4%
26%
Retail store 5% Magazine article

50%
1 day to less than 7 days n=311 Base: Digital Camera Sub-Group
Sales person Newspaper article4% TV show4%

Billboard or outdoor ad2%
n=311 Base: Digital Camera Sub-Group who used at least one source
63

83% 86% 86%
TV ad
Magazine article
Magazine ad TV show Newspaper ad Newspaper article

Sales person
n=311
Purchase
Retail store
Telemarketing
Base: Digital Camera Sub-Group who used at least one source
0% 10% 20% 30% 40% 50%
Radio show
64
Seven in ten feel extremely or very satisfied with the process of purchasing their digital camera
1% 16% 28%
Extremely satisf ied Very satisf ied Moderately satisf ied Slightly satisf ied
55%
Not at all satisf ied
n=311 Base: Digital Camera Sub-Group who used at least one source
65
Search engines are a key online source for digital camera researchers; almost all use Google
Digital Camera Sub-Group

search engines for digital cameras find them
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
influential**
94%
Google is used by over 9 in 10 digital camera searchers
10%
97% of those who use the Internet for digital cameras use search engines*
3%
Google
n=270 Base: Digital Camera Sub-group who used a search engine as a source but not as a gateway
Yahoo Search
Bing
100% use the Internet for digital camera research
* Use search engines as a source or as a gateway to other online sources
** Top 2 box scores (4 or 5 on 5-pt. Influence scale)

66
Search engines help many to access manufacturer website, and other types of sites used to decide
Manuf acturer website Online retailer/store website
Consumer review website
67%
58% 27%
21%
7%
9%
5%
5%
56% 55% 54% 52% 49% 48%

47%
19% 21% 16% 25% 28% 29%

36%
12% 18% 20% 18% 17% 15%

9%
14% 6% 10% 6% 7% 8%
7%
Shopping comparison website Website with reviews by experts Classif ied listings website Portal Auction website Blog
Community
45% 42%
39%
22% 25%
34%
25% 21%
24%
8% 12%
4%
Video website Social networking website

News website
0% 10%
37%
20% 30% 40% 50%
34%
60% 70%
25%
80% 90%
4%
100%
n varies (55-189)
Base: Digital Camera Sub-Group who used any type of website

67
Digital camera buyers use the Internet more days each week, and for more hours each day, than other media
Internet
5.9
hours /day
6.4 days/week
82% use daily
TV
2.8
hours /day
5.2 days/week
55% use daily
1.8
hours/ day
4.5 days/week
43% use daily
1.5
Radio hours/ day
2.5 days/week
16% use daily
n=311 Base: Digital Camera Sub-Group

68
Search is one of the most popular online activities among digital camera buyers
Check-do email Read the news Use a search engine Visit websites f or work-related reasons
Use a social networking site Visit websites f or a personal hobby/interest 68%

80% 79%
78%
47.2 55.5 62.7 86.4 56.0 60.5 45.3 55.2 69.8 48.2 23.1
64% 62% 58% 54% 47% 44% 42%

39% 29%
Buyers spend the most time visiting work-related websites
Participate in a f orum, discussion board Watch online videos Play games Shop f or products online Check sports scores Update a blog or micro-blog Check stocks-f inancial accounts
Use a personalized homepage
% 10% 20%
33.1 50.5 45.2
27%
30% 40% 50% 60% 70% 80% 90% 100%

69
91%

90%

68%
89%
88%
Internet
79%
35%
68%
82%
54% 78%
79%
62%
78%
TV
50%
55% 86% 78%

82%
57%
73%
Radio
74% 74%
14%
72% n varies (47-145) Base: Digital Camera Sub-Group who used ad as a source CATUION: Sample size is small for radio 77% 77%
72%
70
Digital camera purchasers are more male, and spend an average of 6.9 million VND on digital cameras
Gender
6.9M VND
Avg. Amount Spent on Digital Camera Purchase
Male
Female
27%
Education
73%
Graduate degree
3%
15% 5% 16%
36%
Some college
26.8 31.5M VND

College graduate
26%
71
Summary Digital Cameras
1 2 3 4
Similar to other products examined in this study, most digital cameras are researched online and purchased offline. Only 22 percent of digital cameras more than computers but similar to broadband services are purchased online. Also akin to other categories, the Web plays an indispensible role in the purchase of digital cameras, enabling buyers to gather information and compare options prior to making a final decision. Friends and family are also important in the final decision phase. Search engines stand out among all other sources both online and offline as a critical tool in helping buyers decide. Ninety-seven percent use a search engine as either a primary source or gateway to other sources. By comparison, the next most used source (friends and family) are used by 66 percent of buyers.
Among search engine brands, Google is the clear leader. Nine in 10 digital camera searchers use Google to help them identify potential products, whereas just 10 percent use Yahoo!, the second highest brand.
72
Summary Digital Cameras

The purchase of digital cameras takes less time than computers and broadband services - 16 days on average. The Internet is the source used most during that time, followed by friends and family.
5 6 7 8
Digital camera buyers spend more time using the Internet than other media, both in terms of the number of days per week and number of hours per day. The most popular online activities are email, reading news, and search. They spend the most of their online time visiting work-related websites.
Thirty-five percent of camera buyers use online ads, half or more the percent who use TV and/or print ads. Yet online ads have a strong impact in helping buyers learn more about a product, find stores and websites, and prompt in-store visits.
In addition, 68 percent say online ads motivate them to purchase products offline. This cross-over media effect works in the other direction as well, with 54 percent or more saying traditional media ads motivate them to buy products online.
73

New Food or Beverage Buyers
74
Most new food or beverage buyers research new food for beverage products online, but purchase them offline
Research Online*
92%
4%
Research Offline**
4%
Purchase Offline
0%
Purchase Online
Base: New Food or Beverage Sub-Group who purchased either online or at a store and used at least one source
75
Among traditional and in-person sources, TV ads and friends/family are most influential
TV show Retail store 54%
Use Source 72% 66%
54% 43% 39% 39%

37% 32%
96% of new food or beverage buyers use

at least one type of traditional/in person source to research
Newspaper ad Sales person Magazine ad Newspaper article

Billboard or outdoor ad Magazine article
32% 17% 15% 14%

6% 3%
0% 10% 20% 30% 40%
92%
Radio ad Radio show Postal mail ad or catalog Print phone book

Telemarketing
influential*
5.5
n=345
50% 60%
Base: New Food or Beverage Sub-Group

70% 80% 90% 100%
76

Source is Inf luential* Search engine** News website
55%
Use Source 79%
46% 43% 42% 38%

33%
Online retailer or store website Community Consumer review website Website with reviews by experts Classif ied listings website
92% of new food or beverage buyers

use at least one type of website to research
30% 27% 24% 20%

17% 13%
84%
Shopping comparison website Portal Blog Video website

Auction website
0% 10%
influential*
5.2
13%
20% 30% 40% 50%
n=345 Base: New Food or Beverage Sub-Group

60% 70% 80% 90% 100%
77
Most types of online ads are used by over 1 to 2 in 10 food or beverage buyers
Gadget ad
23%
Online video ad
23%
39% of new food or beverage buyers use

at least one type of online ad to research
19%
... and 44% of them consider at least one type
General banner ad
17%
influential*
16%
2.9
16%
n=345
0% 10% 20% 30% 40% 50% 60%
Base: New Food or Beverage Sub-Group

70% 80% 90% 100%
78
Websites and traditional/in-person sources are fairly equivalent in use and influence
Traditional/In-Person Sources Websites
of new food or beverage buyers use at least one type of website to research
Online Ads
96% of new food or beverage

buyers use at least one type of traditional/in person source to research
92%
39% of new food or

beverage buyers use at least one type of online ad to research
92%
influential*
84%
influential*
... and 44% of them consider at least one type
influential*
5.5
5.2
2.9

79
Buyers spend less than a week deciding what to buy, using advice from friends/family and the Internet more than other sources
5.9
Internet
TV ad
26%
20%
Friends/family
11% 9%
3%
6%
14%
Less than 1 day
Retail store
TV show
7%
39%
37%
1 day to less than 7 days
Sales person 4% Newspaper ad 4% Newspaper article

Magazine article3% Magazine ad3% Billboard or outdoor ads3%
n=338 Base: New Food or Beverage Sub-Group who used at least one source
5%
80
Online sources are most helpful for general information gathering and evaluating and comparing options
Internet/online sources TV ad
78% 79% 82%
Friends/f amily
General information gathering

TV show
Evaluation & comparing Final purchase decision
Newspaper ad Retail store Magazine ad Sales person

Friends/family are most helpful in the final decision phase
Purchase
Radio show
Newspaper article
0% 10% 20% 30% 40% 50%
Magazine article
Radio ad
81
Close to half feel extremely or very satisfied with the process of purchasing a new food or beverage
4%
7%
48%
41%
Extremely satisf ied Very satisf ied Moderately satisf ied Slightly satisf ied Not at all satisf ied
82
Search engines are a key online source for new food or beverage buyers; the vast majority use Google
New Food or Beverage Sub-Group

search engines for new food or beverages find them influential**
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
86%
Google is used by nearly 9 in 10 food or beverage buyers
83% of those who use the Internet for new food or beverages use search engines*
95% use the Internet for new food or beverage research
5%
Bing
9%
Google
n=116 Base: New Food or Beverage Sub-group who used a search engine as a source but not as a gateway
Yahoo Search
83
Search engines help many to access online retail stores, and other types of sites
Online retailer/store website Shopping comparison website

67%
66%
20%
13%
5%
14%
8%
6%
63% 62% 60% 57% 50% 49% 14% 11% 19% 25% 29%
24%
24% 14% 11% 14% 20% 12%

26%
8%
5% 10%
Consumer review website Website with reviews by experts Classif ied listings website Auction website* Portal Community
Blog
19% 10% 5% 10%

8%
42%
37%
25% 33%
33%
24% 22%
33%
14% 9%
4%
Video website* News website

0%
37%
30%
16%
10% 20% 30%
42%
40% 50% 60% 70%
37%
80% 90%
4%
100%
n varies (44-189)
Base: New Food or Beverage Sub-Group who used any type of website *CAUTION: Sample size is small
84
New food or beverage buyers use the Internet more days each week, and for more hours each day, than other media
Internet
5.3
hours /day
6.4 days/week
79% use daily
TV
2.6
hours /day
5.2 days/week
59% use daily
1.3
hours/ day
3.9 days/week
32% use daily
1.3
Radio hours/ day
2.0 days/week
12% use daily

85
News, search engines, and email are the most popular online activities among food or beverage buyers
Read the news Use a search engine Check-do email Visit websites f or a personal hobby/interest

85% 83%
81%
48.9 58.7 36.4 57.5 82.9 46.0 56.2 37.4
70% 63% 56% 55% 48% 38% 30%

28% 24%
Buyers spend the most visiting work-related sites
Watch online videos Participate in a f orum, discussion board Play games Update a blog or micro-blog Check sports scores Shop f or products online Check stocks-f inancial accounts
Use a personalized homepage
% 10% 20%
68.7 34.2 27.3 36.9 46.4 41.6
21%
30% 40% 50% 60% 70% 80% 90% 100%

86
89%

Internet
80%
77%
69%

48%
51%
39%
TV
66%
71% 87% 68%
58%
34% 73%
56%
84% 76% 71% 78%
37% 54%
Radio 17%
64% 87%
60%
47%
44%
66%
n varies (68-176) Base: New Food or Beverage Sub-Group who used ad as a source
87
New food or beverage purchasers are male and spend an average of 0.9 million VND per month on the new item
Gender
Female
0.9M VND
Avg. Monthly Spending on New Food or Beverage
Male
37%
Education
63%
Graduate degree
2% 17%
28%
25.7 13.4M VND

26%
7% 19%
Some college
College graduate

88
Summary New Food and Beverages

New food and beverage purchases are influenced more heavily by traditional and in-person sources than online sources. In fact, search engines are used most, while friends/family are valued most.
1
2 3 4
Still, the Internet plays an important, supportive role in new food and beverage purchases particularly for evaluating and comparing options. (Friends/family are more important in the final phase.)
It is interesting to find that TV shows factor into the purchase of new food and beverage items too. Over half (54 percent) of buyers say TV shows help them decide what to buy, less than TV ads but more than billboards and other types of traditional media ads.
Nearly all nine in ten (86 percent) of new food and beverage searchers use Google. Less than ten percent use the next leading search brands (Yahoo! and Bing).
89
Summary New Food and Beverages

Buyers spend less time deciding which new food and beverage item to buy, only 6 days on average. Less than half feel extremely/very satisfied with the purchase process, fewer than the percentage satisfied with technology-related purchases.
5 6 7 8
New food and beverage buyers spend more time using the Internet than other media, both in terms of the number of days per week and number of hours per day. The most popular online activities are reading news, email and search. They spend the most of their online time visiting work-related websites. TV ads are used by many more new food and beverage buyers than online ads by a very wide margin (66 versus 39 percent). Yet online ads have a significant impact on those who see them. Online ads actually do a better job than traditional media ads in helping buyers learn more about products, find websites, find stores and prompt in-store visits. In addition, 51 percent say online ads motivate them to purchase products offline. This cross-over media effect works in the other direction as well, with 34 percent or more saying traditional media ads motivate them to buy products online.
90

Mobile Phone or Smartphone Buyers
91
Most mobile phone or smartphone buyers research mobile phones online, but purchase them offline
Research Online*
85%
14%
Research Offline**
1%
Purchase Offline
0%
Purchase Online
Base: Mobile Phone Sub-Group who purchased either online or at a store and used at least one source
92
Among traditional and in-person sources, friends/family influence mobile phone purchases the most
Use and Influence of Traditional/In-Person Sources
Source is Influential* Use Source
Friends/f amily Magazine ad

TV ad Retail store
62% 44%
42%
41% 38% 32% 31%

30% 29%
of mobile phone buyers use at least one type of traditional/in-person source to research
97%
Newspaper ad Magazine article TV show Newspaper article

84%
18% 13% 9% 9%
8% 7%
0% 10% 20% 30% 40% 50%
influential*
Postal mail ad or catalog Radio ad Print phone book Telemarketing

Radio show
4.3
Average Traditional/InPerson Sources Used
n=343
60% 70%
Base: Mobile Phone Sub-Group

80% 90% 100%

93

** Search engine
Online retailer or store website News website
96% 56%
55%
46% 43% 42% 38%

38% 38%
of mobile phone buyers use at least one type of website to research
99%
Service provider website Consumer review website Website with reviews by experts Shopping comparison website
Community Classif ied listings website
87%
32% 22% 20% 17%

15% 10%
0% 10% 20% 30% 40% 50%
influential*
Social networking website Auction website Video website Portal

Blog
5.7
n=343
60%

70% 80% 90% 100%
94
All types of online ads are used by over 1 in10 mobile phone buyers
Gadget ad
19%
of mobile phone buyers use at least one type of online ad to research

Online video ad 18%
27%
17%
16%
influential*
3.5
13%
General banner ad
12%
n=343
0% 10% 20% 30% 40% 50% 60% 70%

80% 90% 100%
95

Traditional/In-Person Sources Websites Online Ads
97% of mobile phone buyers

99% of mobile phone

27% of mobile phone

buyers use at least one type of online ad to research
84%
87%
influential*
influential*
influential*
4.3
5.7
3.5
n=343

96
Buyers spend about half a month deciding what to buy, using the Internet more than other sources to decide
17.7
Internet
TV ad
6%
39%
17%
Friends/family
Retail store
Magazine ad
7%
5%
1% 10% 6%
Less than 1 day
27%
55%
Newspaper ad 4% Sales person 4% Magazine article TV show4%

Newspaper article3%
n=343 n=343 Base: Mobile Phone Sub-Group who used at least one source
4%
97
Online sources are most helpful in every phase of research

82% 84% 85%
Friends/f amily
Magazine ad
Newspaper ad Magazine article Newspaper article TV show

Retail store
Internet/online sources are most helpful in every phase
Friends/family are also helpful in the final decision phase
Sales person
Purchase
n=343 Base: Mobile Phone Sub-Group who used at least one source
Gathering general information (n=282) Evaluating and comparing options (n=289) Making a final purchase decision (n=292)
0% 10% 20% 30% 40% 50%
Telemarketing
Radio show
98
Over six in ten feel extremely or very satisfied with the process of purchasing a mobile phone
3% 13%
Those who purchased online are more likely to feel extremely satisfied with their purchase process (23%*) (data not shown)
31%
Extremely satisfied Very satisfied Moderately satisfied

Slightly satisfied
53%
Not at all satisfied
n=343 Base: Mobile Phone Sub-Group who used at least one source *CAUTION: Sample size is small
99
Search engines are a key online source for mobile phone researchers; virtually all use Google
Mobile Phone Sub-Group

search engines for mobile phones find them
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
influential**
95%
Google is used by over 9 in 10 mobile phone searchers
96% of those who use the Internet for mobile phones use search engines*
8% 3%
Bing
99% use the Internet for mobile phone research

Google
n=299 Base: Mobile Phone Sub-group who used a search engine as a source but not as a gateway
Yahoo Search
100
Search engines help many to access expert review website, and other types of sites used to decide
Website with reviews by experts

64% 63% 62% 60%

59%
14% 15% 13% 23%

28%
20% 16% 15% 14%

10%
3% 6% 10% 3%
3%
Consumer review website Service provider website Manuf acturer website Classif ied listings website Online retailer/store website Portal
Auction website
59% 55% 50% 49% 48% 47%

33% 26%
19% 27% 19% 31% 18% 17% 26% 27%

38%
17% 13% 23% 14%
6% 5% 8% 6% 8% 10%
4%
Community Video website News website Blog* Social networking website

0% 10%
29%
28%
20% 30%
24%
34%
40% 50% 60%
29%
36%
70% 80%
18%
1%
90% 100%
Used a search engine
Typed in URL
Site is bookmarked or in my Favorites
Links from other online sources
n varies (34-197) Base: Mobile Phone Sub-Group who used any type of website *CAUTION: Sample size is small

101
Mobile phone buyers use the Internet more days each week, and for more hours each day, than other media
Internet
5.4
hours /day
6.4 days/week
80% use daily
TV
2.6
hours /day
5.4 days/week
57% use daily
1.4
hours/ day
4.1 days/week
37% use daily
1.2
Radio hours/ day
2.0 days/week
10% use daily
n=343 Base: Mobile Phone Sub-Group

102
Search, email and news are the most popular online activities among mobile phone buyers
Check-do email Use a search engine Read the news Visit websites f or a personal hobby/interest

82% 82%
82%
36.6 53.3 45.2 56.8 82.2 48.1 53.4 42.8
70% 62% 55% 54% 45% 35% 35%

33% 27%
Watch online videos Participate in a f orum, discussion board Play games Check sports scores Shop f or products online Update a blog or micro-blog Use a personalized homepage
% 10% 20%
69.5 18.8 39.5 33.4 39.1 42.1
23%
30% 40% 50% 60% 70% 80% 90% 100%

103
88%

81%
80%

53%
Internet
75% 55%
27%
57%
82% 76%
45%
66%
56%
71%
TV
36%
42%
67% 84%
65%
56% 74%
Radio
73% 73%
65%
65%
57%
63%
9%
n varies (49-158) Base: Mobile Phone Sub-Group who used ad as a source CATUION: Sample size is small for radio
104
Mobile phone purchasers are more male, and spend an average of 4.8 million VND on mobile phone purchases
Gender
4.8M VND
Avg. Amount Spent on Mobile Phone Purchase
Male
Female
32%
Education
Less than High school Graduate degree
68%
2%
24%
22%
Some college
25.8 21.6M VND

6% 24% 22%
Some graduate school College graduate

105
Summary Mobile Phones or Smartphones
1
2 3 4
Virtually all of mobile phone or smartphone buyers research mobile phones on the Internet. In fact, online sources are considered more valuable than friends/family or traditional media sources at every phase of the purchase process.
But very few (just 14 percent) purchase their new phones online. Like every other product examined in this research, mobile phone buyers take advantage of the Web for information, but prefer to make their final purchase offline.
Ninety-six percent use a search engine as either a primary source or a gateway to other sources. By comparison, the next most used source (friends and family) are used by 62 percent of buyers. Manufacturer websites and online retailers are the sources used third most, each by about 55 percent of mobile phone buyers.
Among search engine brands, Google is the clear leader. Over nine in 10 digital camera searchers use Google to help them identify potential cameras, whereas just 8 percent use Yahoo!, the second most popular search brand.
106
Summary Mobile Phones or Smartphones
5 6 7
The purchase of mobile phones takes slightly more time than digital cameras - 18 days on average. The Internet is the source used most during that time, followed by friends and family. Digital camera buyers spend more time using the Internet than other media, both in terms of the number of days per week and number of hours per day. The most popular online activities are email, search and reading news. They spend the most of their online time visiting work-related websites. Twenty-seven percent of camera buyers use online ads, around half the percent who use TV and/or print ads. Yet online ads have a strong impact in helping buyers learn more about a product, find stores and websites, and prompt in-store visits.
In addition, 53 percent say online ads motivate them to purchase products offline. This cross-over media effect works in the other direction as well, with 36 percent or more saying traditional media ads motivate them to buy products online.
107

Mobile Phone Plan Buyers
108
Most mobile phone plan buyers research mobile phone plans online, but purchase them offline
Research Online*
86%
11%
Research Offline**
3%
Purchase Offline
0%
Purchase Online
Base: Mobile Phone Plan Sub-Group who purchased either online or at a store and used at least one source
109
Among traditional or in-person sources, friends/family influence the most mobile phone plan purchases
Friend/f amily TV ad
Retail store Newspaper ad 37%
63% 48%
37% 35% 28% 28%

27% 23%
96% of mobile phone plan buyers use at least one

type of traditional/in-person source to research
TV show Magazine ad Newspaper article Billboard or outdoor ad

Sales person Magazine article
21% 15% 11% 9%

9% 8%
0% 10% 20% 30% 40%
88%
Telemarketing Radio show Radio ad Postal mail ad or catalog

Print phone book
influential*
4.1
n=345 Base: Mobile Phone Plan Sub-Group

50% 60% 70% 80% 90% 100%
110

Search engine** Service provider website

News website 57%
87%
45% 33% 31% 30%

25%
96% of mobile phone plan buyers use at

Online retailer or store website Consumer review website Community Site with reviews by experts Social networking website
23% 21% 19% 16%

13% 10%
86%
Classif ied listings website Portal Blog Auction website

Video website
0%
influential*
4.4
9%
10% 20% 30% 40% 50%
n=345
60%
Base: Mobile Phone Plan Sub-Group

70% 80% 90% 100%
111
All types of online ads are used by over 1 in10 mobile phone plan buyers
Online video ad
19%
Gadget ads
18%
33% of mobile phone plan buyers use at

16%
and 47% consider at least one type
15%
influential*
2.9
Average Type of Online Ads Used
General banner ad
13%
Ad that moved across webpage
12%
n=345
0% 10% 20% 30% 40% 50% 60%

70% 80% 90% 100%
112

of mobile phone plan buyers use at least one type of traditional/in person source to research
Websites
Online Ads
96%
96% of mobile phone plan

33% of mobile phone

plan buyers use at least one type of online ad to research
88%
86%
influential*
influential*
and 47% consider at least one type
influential*
4.1
4.4
2.9
Average Type of Online Ads Used
n=345

113
Buyers spend about 20 days deciding what to buy, using the Internet more than other sources to decide
19.4
1 month or more No timeit was an impulse buy
Internet
TV ad
Less than 1 day
32%
19%
Friends/family
8% 8%
5%
9% 4%
Retail store
23%
19%
Newspaper ad
TV show
5%
Newspaper article 4% Sales person

46%
1 day to less than 7 days n=345
4%
Billboard or outdoor ad3% Magazine ad3% Telemarketing3%

Magazine article2%
n=344 Base: Mobile Phone Plan Sub-Group who used at least one source
114

81% 81% 83%
Friends/f amily
Newspaper ad
TV show Retail store Newspaper article Billboard or outdoor ad

Telemarketing
Friends/family are also helpful in the final decision phase
Magazine ad
Purchase
Sales person
Magazine article
Gathering general information (n=280) Evaluating and comparing options (n=277) Making a final purchase decision (n=287)
0% 10% 20% 30% 40% 50%
Print phone book

Radio show
115
Over half feel extremely or very satisfied with the process of purchasing a mobile phone plan
3% 10%
39%
Extremely satisfied Very satisfied
48%
Moderately satisfied
Slightly satisfied
Not at all satisfied
116
Search engines are a key online source for mobile phone plan researchers; virtually all use Google
Mobile Phone Plan Sub-Group

100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
search engines for mobile phone plans find them influential**
93%
Google is used by over 9 in 10 mobile phone plan searchers
90% of those who use the Internet for mobile phone plan use search engines*
12%
1%
Google
n=208 Base: Mobile Phone Plan Sub-group who used a search engine as a source but not as a gateway
97% use the Internet for mobile phone plan research

Yahoo Search
Bing
117
Search engines help many to access consumer review websites, and other types of sites used to decide
Consumer review website Classif ied listings website
Online retailer/store website
67%
64%
13%
12%
13%
15%
7%
63% 56% 56% 52% 51% 47%

41% 21%
23% 18% 18% 24% 37% 23%

21%
8% 18% 14% 17% 10% 23%

18%
7% 7% 12% 7% 3%
Website with reviews by experts Shopping comparison website Portal Service provider website Community Auction website*
Video website*
8%
38% 29%
27%
22% 33%
39%
31% 27%
28%
9% 11%
6%
Blog* Social networking website

News website
0%
26%
10% 20% 30% 40%
46%
50% 60% 70%
23%
80% 90%
6%
100%
Used a search engine
Typed in URL
Site is bookmarked or in my Favorites
Links from other online sources
n varies (32-197) Base: Mobile Phone Plan Sub-Group who used any type of website

118
Mobile Phone Plan buyers use the Internet more days each week, and for more hours each day, than other media
Internet
5.1
hours /day
6.4 days/week
80% use daily
TV
2.6
hours /day
5.0 days/week
53% use daily
1.5
hours/ day
3.8 days/week
31% use daily
1.4
Radio hours/ day
2.0 days/week
10% use daily

119
News, search engines, and email are the most popular online activities among mobile phone plan buyers
Visit websites f or work-related reasons Use a social networking site

83% 83%
79% 76%
47.8 56.0 38.5 53.9 77.4 47.0 35.1 47.3 64.6
73% 63% 56% 55% 49% 40% 33%

27% 27%
Participate in a f orum, discussion board Watch online videos Play games Update a blog or micro-blog Check sports scores Use a personalized homepage Shop f or products online
% 10%
30.7 20.9 40.4 40.9 35.3
20%
20% 30% 40% 50% 60% 70% 80% 90% 100%

120
Online ads are used less than TV and print ads, but buyers who use online ads say they prompt them to take action
88%

84%
Internet
76%
75%
54%
52%
33%

30%
TV
48%
69%
84%
65%
54% 74%
39%
46%
78%
64%
70%
69%
57%
Radio 9%
59% 88%
54%
50%
68%
71%
n varies (56-170) Base: Mobile Phone Plan Sub-Group who used ad as a source
121
Mobile phone plan purchasers are more likely to be male, and spend an average of 0.7 million VND on the plan monthly
Gender
0.7M VND
Avg. Monthly Spending on Mobile Phone Plan
Male
Female
31%
Education
Graduate degree Less than High school
69%
5%
19%
28%
24.6 19.3M VND

26%
17%
College graduate
5%
Some college

122
Summary Mobile Phone Plans
1
2
Over 9 in 10 mobile phone plan buyers research mobile phones on the Internet. In fact, online sources are considered more helpful than either friends/family or traditional media sources at every phase of the purchase process. Among specific online sources, search engines are by far the most used and valued source. Eighty-seven percent of mobile phone plan buyers use search engines as either a primary source or as a "gateway" to other sources. Service provider sites are second in importance, followed by news sites.
3
4
Among search engine brands, Google is the clear leader. Over nine in 10 digital camera searchers use Google to help them identify potential products, whereas just 12 percent use Yahoo!, the second most popular search brand.
Among traditional and in-person sources, friends, family and TV ads are used and valued most. Retail stores and TV shows are next in importance, each used by over one-third of digital camera buyers.
123
Summary Mobile Phone Plans

The purchase of mobile phone plans takes slightly more time than mobile phones 19 days on average. The Internet is the source used most during that time, followed by friends and family. Mobile phone plan buyers spend more time using the Internet than other media, both in terms of the number of days per week and number of hours per day. The most popular online activities are reading news, email and search. They spend the most of their online time visiting work-related websites. Thirty-three percent of mobile phone plan buyers use online ads, less than half the percent who use TV and/or print ads. Yet online ads have a strong impact in helping buyers learn more about a product, find stores and websites, and prompt in-store visits. In addition, 52 percent say online ads motivate them to purchase products offline. This cross-over media effect works in the other direction as well, with 30 percent or more saying traditional media ads motivate them to buy products online.
5 6 7 8
124

New Personal Care Product Buyers
125
Most new personal care product buyers research new personal care items online, but purchase them offline
Research Online*
83%
15%
Research Offline**
2%
Purchase Offline
0%
Purchase Online
Base: New Personal Care Product Sub-Group who purchased either online or at a store and used at least one source
126
Among traditional and in-person sources, friends/family and TV ads are more influential for new personal care products
TV show Newspaper ad 62%
Use Source 76% 76%
59% 58% 49% 47%

41% 40%
97% of new personal care

buyers use at least one type of traditional/in-person source to research
Magazine ad Magazine article Newspaper article Retail store

93%
36% 22% 19% 14%

10% 9%
0% 10% 20% 30% 40%
influential*
Postal mail ad or catalog Radio ad Radio show Telemarketing

Print phone book
6.3
(of 15 types of sources measured)
n=343
50%
Base: New Personal Care Product Sub-Group

60% 70% 80% 90% 100%
127

64%
** Search engine
News website
55% 49% 47% 45%

40%
Online retailer or store website Classif ied listings website Community Consumer review website Website with reviews by experts
96% of new personal care buyers use

at least one type of website to research
40% 36% 36% 26%

22% 22%
87%
Social networking website Portal Blog Video website

Auction website
0% 10% 20%
influential*
6.1
21%
30% 40%
n=343
50%

60% 70% 80% 90% 100%
128
All types of online ads are used by over 2 to 3 in 10 new personal care product buyers
Online video ad
31%
47% of new personal care buyers use at

Gadget ad 31%
27%
25%
influential*
3.2
General banner ad
20%
19%
n=343
0% 10% 20% 30% 40% 50% 60%
Base: New Personal Care Sub-Group

70% 80% 90% 100%
129

of new personal care buyers use at least one type of traditional/in person source to research
Websites
Online Ads
97%
96% of new personal care

47% of new personal

care buyers use at least one type of online ad to research
93%
influential*
87%
influential*
influential*
6.3
(of 15 types of sources measured)
6.1
3.2
n=343
Base: New Personal Care Sub-Group

130
Buyers spend about half a month deciding what to buy, using Internet more than other sources to decide
15.5
1 month or more No timeit was an impulse buy
Internet
TV ad
Less than 1 day
28%
19%
Friends/family
10% 6%
5%
5%
7%
6% 13%
TV show
16%
Newspaper ad
Magazine article 5% Magazine ad 5% Retail store

57%
Sales person4% Newspaper article4%

Postal mail ad or catalog2% n=343 n=341 Base: New Personal Care Product SubGroup who used at least one source
131
Online sources are most helpful for gathering information, evaluating and comparing options
84% 87% 87%
Friends/f amily
Magazine ad
TV show Newspaper article Newspaper ad Magazine article

Sales person
Friends/family are most helpful in the final decision phase
Purchase
n=341 Base: New Personal Care Product SubGroup who used at least one source
Retail store
0% 10% 20% 30% 40% 50%
Radio ad
Radio show
132
Close to half feel extremely or very satisfied with the process of purchasing their new personal care item
3% 7%
Those who purchased online are more likely to feel extremely or very satisfied with their purchase process (65%*) (data not shown)
45%
Extremely satisf ied
45%
Very satisf ied Moderately satisf ied Slightly satisf ied Not at all satisf ied
n=341 Base: New Personal Care Product SubGroup who used at least one source *CAUTION: Sample size is small
133
Search engines are a key online source for personal care product buyers; the vast majority use Google
New Personal Care Product Sub-Group

search engines for new personal care products find them
100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%
influential**
89%
Google is used by nearly 9 in 10 new personal care product buyers
90% of those who use the Internet for new personal care products use search engines*
8%
5%
Bing
98% use the Internet for new personal care product research
Google
n=172 Base: New Personal Care Product Sub-group who used a search engine as a source but not as a gateway
Yahoo Search
134
Search engines help many to access review websites, shopping comparison websites, and other types of sites
Manuf acturer website Online retailer/store website

Website with reviews by experts
69%
66%
19%
17%
9%
11%
4%
6%
58% 57% 54% 47% 45% 42%

41%
15% 19% 22% 19% 22% 23%

32%
18% 14% 18% 24% 21% 23%

22%
10% 10% 6% 10% 11% 12%

5%
Shopping comparison website Classif ied listings website Consumer review website Portal Community Video website
Blog
36% 33%
31%
17% 30%
38%
33% 26%
26%
14% 11%
5%
Auction website News website

0%
25%
10% 20% 30% 40%
40%
50% 60% 70%
31%
80% 90%
4%
100%
n varies (73-218) Base: New Personal Care Product Sub-Group who used any type of website
135
New personal care buyers use the Internet more days each week, and for more hours each day, than other media
Internet
5.1
hours /day
6.3 days/week
77% use daily
TV
2.7
hours /day
5.3 days/week
57% use daily
1.4
hours/ day
4.1 days/week
32% use daily
1.4
Radio hours/ day
2.2 days/week
11% use daily
n=343 Base: New Personal Care Product Sub-Group

136
News, search engines, and email are the most popular online activities among new personal care product buyers
Visit websites f or work-related reasons Use a social networking site

87% 82%
80% 76%
46.2 49.6 43.7 51.6 71.8 50.4 51.4 42.2 63.7 37.6
69% 63% 58% 58% 50% 41% 35%

31% 27%
Watch online videos Participate in a f orum, discussion board Play games Update a blog or micro-blog Shop f or products online Check sports scores Use a personalized homepage
% 10% 20%
36.9 19.3 36.4 30.5
23%
30% 40% 50% 60% 70% 80% 90% 100%

137
94%

84%
Internet
80%
75%

52%
57%
47%
TV
76%
64%
32% 52% 65%

72%
85%
72%
86% 77% 75% 70%
39% 54%
Radio
83%
70%
72%
65% 83%
58%
19%
Base: New Personal Care Product Sub-Group who used ad as a source
n varies (69-190)
138
Personal care product purchasers are more male and spend an average of 0.9 million VND on the new item every month
Gender
0.9M VND
Avg. Monthly Spending on Personal Care Products
Male
Female
43% 57%
Education
3%
Graduate degree Less than High school High school or equivalent
25%
20%
6%
Some college
25.7 21.8M VND

28%
19%
College graduate

139
Summary New Personal Care Products
New personal care purchases are influenced more by traditional and in-person sources than online sources. In fact, search engines are used most, while friends and family are valued most.
2
3 4
In many ways, online sources compliment offline sources at various stages of the purchase process. The Internet is most helpful in the early phases of research, while friends and family are valued most in the final decision phase.
It is interesting to find that TV ads, TV shows, manufacturer websites, and news websites also influence the purchase of new personal care items. Approximately half to three-quarters of buyers say these sources help them decide what to buy.
Among the 88 percent of buyers who use search engines, the vast majority use Google (89 percent). Only 8 percent use Yahoo!, the next most popular search brand.
140
Summary New Personal Care Products

Buyers spend less time deciding which new personal care item to buy, only 15 days on average. About half feel extremely/very satisfied with the purchase process, fewer than the percentage satisfied with technology-related purchases. New personal care product buyers spend more time using the Internet than other media, both in terms of the number of days per week and number of hours per day. The most popular online activities are reading news, email and search. They spend the most of their online time visiting work-related websites. TV and print ads are used by many more buyers of new personal care products than online ads. Yet online ads have a significant impact on those who see them. Online ads actually do a better job than traditional media ads in helping buyers learn more about products, find websites, find stores and motivate in-store visits. In addition, 57 percent say online ads motivate them to purchase products offline. This cross-over media effect works in the other direction as well, with 32 percent or more saying traditional media ads motivate them to buy products online.
5 6 7 8
141
Questions?
Google Project Manager: Vendor: Contact Information: Derek Callow Netpop Research, LLC josh@netpopresearch.com www.netpopresearch.com 415-647-1007
142

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Online Consumer Benchmark Study

Vietnam, July 2010

Google Confidential and Proprietary

Overview of Online Consumers in Vietnam

Shopping Behaviors by Category

Confidential and Proprietary

Confidential and Proprietary

Confidential and Proprietary

Purchase Time Frame

Confidential and Proprietary

Overview of Online Consumers in Vietnam

Google Confidential and Proprietary

Vietnam Online Consumer Market Profile

93% purchased a product within the last 3 or 6 months

( ) denotes statistically significant differences at the 95% confidence level

n varies per category (311-345) Base: All Respondents

Confidential and Proprietary

Purchase Online by Category

Mobile phones or smartphones

99% 14% 99%

Broadband/Wireless broadband services

98% 21% 98% 14%

New personal care products

Mobile phone plans

New f ood or beverage products

n varies per category (311-345) Base: All Respondents

Confidential and Proprietary

15% are researched and purchased online

Year Began Purchasing Products Online

I have never purchased a product online Less than 6 months ago

2 or more years ago (2008 or earlier)

n=1094 Base: All Respondents (Natural fall-out)

Q: When did you begin purchasing products online?

Confidential and Proprietary

( ) denotes statistically significant differences at the 95% confidence level

Confidential and Proprietary

Base: Purchased the product within last 3 months (Natural fall-out)

Confidential and Proprietary

Across all product categories, used most

is the search engine

Search Engine Brands Used by Category

Home Appliances Furniture/Home Furnishings Broadband/Wireless broadband services

95% 93% 93% 93%

Computers Books Mobile phone plans Toys Clothing or accessories

92% 92% 92% 92% 91%

89% 89% 87% 86%

Satisfaction with Purchase Process

Mobile phones or smartphones

Broadband/Wireless broadband services

Mobile phone plans

New personal care products

New f ood or beverage products

Base: Used at least one source

denotes statistically significant differences at the 95% confidence level

*CAUTION: Sample size is small **CAUTION: Sample size is extremely small

Did Not Use Search Engine

12.8 6.9 4.9 1.3 1.0 .9 .7

12.5 5.4 3.5 .6 .6 .7

*CAUTION: Sample size is small **CAUTION: Sample size is extremely small

Confidential and Proprietary

81% use daily

57% use daily

n=1094 Base: All Respondents (Natural fall-out)