CB Country Report '15 - Vietnam

Consumer
Barometer
Country Report Vietnam`
VN
Table of Content
Where to find what
The Multiscreen World

-
Internet usage
Devices
06-10
11-15
The Smart Shopper

-
Research behavior
Purchase behavior
Local shopper
International
Industries
41-90
The Smart Viewer

-
VN
Online Video
Consumer Barometer 2015

Local Report
16-27
34-36
37-40
28-33
91-97
SLIDE
What is the Consumer Barometer?
The Consumer Barometer 2015 is a

tool to help you understand how
people use the internet.
VN

Local Report
SLIDE
Executive Summary
The Top 3 Trends that define Vietnam
VN

Local Report
SLIDE
The 3 Trends in Vietnam

The future is mobile
The Vietnamese use a variety of devices with smartphone being the most popular.
1 out of 3 people are using their smartphone while watching TV, and they are looking
at unrelated content.
Todays shopper is an online shopper
Many purchases are online today, but online research is also a key driver in offline
purchases. Consumers use a variety of devices, meaning that advertisers cant just
rely on computer ads, but also need to focus on mobile.
Millions of online video views
More than 6 out of 10 young people are watching online video every day!
Most consumers use online video to relax, but 50% actively want to learn something.
VN

Local Report
SLIDE
The Online and Multiscreen World
Quantify and understand internet usage and attitudes across

various devices.
VN
SLIDE
Where are the consumers? Online!
8 out of 10
VN

Local Report
of the Vietnamese consumers

are online at least once a day
Source: The Connected Consumer Survey 2015

Question: How often do people go online (for personal Internet usage)?
Base: Internet users (accessing via computer tablet or smartphone)
SLIDE
Vietnam is online
Especially consumers under 34 years old are online often
How often do you go online? (%)
89%
18
Do you go online every day?
87%
77%
54%
78
54%
46%
23%
Daily
Weekly
Monthly or less
11%
13%
46%
Yes
VN

Local Report

No
SLIDE
Why do people go online?

The consumers go online for personal reasons and to look for information
71% use the internet for personal reasons
Consumers state that the internet is the

first place they look for information *
77%
VN

Local Report

*Question asked: To what extent do you agree or disagree with the
following statements? Please evaluate each of the following statements on
a scale from 1 strongly agree to 5 strongly disagree.
SLIDE
People are even online when theyre watching TV

The consumers are online while watching TV
Which devices do people use to go online while watching TV (%)
90%
36%
13%
9%
Use devices to go online while watching TV
VN

Local Report

Question: Do people go online on their devices while watching TV?
Base: Internet users (accessing via computer tablet or smartphone) | TV
Viewers | Use Internet in Parallel to TV
SLIDE
10
Vietnam has more screens than ever
1,4
devices pr. person
VN

Local Report
There are 1,4 devices

connected to the internet
pr. person in Vietnam in
2015.
This is a 75% growth
from 2013
SLIDE
11
55% are smartphone users

Which devices do people use?
Tablet
12%
VN

Local Report
Smartphone
55%
Base: total online and offline population
Computer
46%
SLIDE
12
How does Vietnam compare?

More than half of the consumers under 44 use a smartphone
Which devices do people use?
How does the demographics look?

Smartphone usage rate
63
19%
34%
57%
Of the consumers
in Asia use a
smartphone
70%
76%
VN

Local Report

Base: total online and offline population
SLIDE
13
How do people use their smartphone?

What online activities do people do on their smartphones at least weekly?
43%
13%
23%
6%
54%
28%
23%
59%
56%
VN

Local Report

Base: Internet users (accessing via computer, tablet or smartphone)
SLIDE
14
Search is mobile
6 out of 10 are
using search
engines
via smartphones at
least weekly
making it crucial for businesses to think mobile.
VN

Local Report

SLIDE
15
The Smart Shopper
Focuses on the consumer purchase journey and the role of the

Internet in making purchase decisions.
VN

Local Report
SLIDE
16
3 out of 4 go online when researching products

Did people do any online or offline research prior to their recent purchase?
91%
5%
73%
are researching
online only
VN

Local Report
Source: The Consumer Barometer Survey 2015

SLIDE
17
In which industries are consumers researching

online?
Car Insurances
Groceries
VN
Cinema Tickets
Ground Travels

Local Report
Clothing & Footwear
Hair Care
Do it yourself
Flight Tickets
Home appliances

Question: Did people do any online or offline research prior to their
recent purchase?
Base: Internet users (accessing via computer tablet or smartphone) |
Answering based on a recent purchase (in select categories)
Home Furnishings
SLIDE
18
In which industries are consumers researching

online? (continued)
Hotel Stays
Personal Loans
VN
Laptops
Real Estate

Local Report
Make-up
Restaurants
Mobile Phones
Televisions
* Over-the-counter remedies
Question: Did people do any online or offline research prior to their recent
purchase?
Base: Internet users (accessing via computer tablet or smartphone) | Answering based
on a recent purchase (in select categories)
Music
Vitamins & OTC Remedies*
SLIDE
19
How are people researching?

The consumers use the internet to compare choices prior to purchase
In which part(s) of the purchase process did people use the Internet?
66%
51%
50%
What online sources did people use

to make a purchase decision?
52%
28%
36%
70%
VN

Local Report

*found where to buy/found location/made contact
SLIDE
20
Online advertising and research is essential

How did people first hear about the product/offer they bought?
10%
Previous experience
12%
40%
Research
13%
Advertising
25%
VN
Other people

Local Report
Other
For 37% of the consumers online is

the first source of product awareness
during pre-purchase research.
What specific source informed people who first learned
of their purchased product via product research?

SLIDE
21
Research leading to a purchase

Search engines are essential in the purchase decision
70
11%
12%
17%
26%
Use a search engine to

get informed before making
a purchase.
70%
28%
36%
VN

Local Report

SLIDE
22
Smartphones and product research

Which devices did people use for product research? (Smartphone)
Under 25 years
44%
25-34 years
47%
45%
35-44 years
45-54 years
55 and over
VN

Local Report
32%
35%
Answering based on a recent purchase (in select categories) | Researched
online
SLIDE
23
Smartphone users are online users

Smartphone users are more likely to purchase or research products online
78%
Do you research or purchase online?
65%
VN

Local Report
1. Base: Internet users (accessing via computer tablet or smartphone) |

SLIDE
24
How are smartphones used for online research?

In which part(s) of the purchase process did people use a smartphone?
47%
43%
42%
VN

Local Report
42%

online on a smartphone
SLIDE
25
People are going mobile, but some issues occur
70
are experiencing issues when accessing

websites via their smartphone
VN

Local Report
And 37% find another website

that works better on smartphone

Base: Internet users (accessing via smartphone) | Encountered difficulties
accessing websites via smartphone
SLIDE
26
19% shop online

Where did people make their purchase?
19%
Online*
Offline/other
81%
VN

Local Report

*Online/Email
SLIDE
27
The Online Customer Journey

Online research
73%
VN
Online purchase
Offline purchase
17%
56%

Local Report

Question: Did people do any online or offline research prior to their
recent purchase?
SLIDE
28
Consumer behavior in different ages

Research online
Purchase offline
Research online
Purchase online
Over 55-44%
years
10%
45-54-45%
years
19%
-50%
35-44 years
16%
17%
25-34 years
20%
Under 25
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Local Report

Question: Did people research or purchase their product online or
offline?
SLIDE
Consumer behavior in various industries

Research online, purchase online
75%
Research online, purchase offline
68%
61%
63%
62%
61%
36%
17%
17%
18%
32%
23%
18%
2%
VN
54%
51%
46%

Local Report

offline?
Base: Internet users (accessing via computer, tablet or smartphone) |
18%
6%
SLIDE
30
17%
Consumer behavior in various industries (continued)

Research online, purchase online
Research online, purchase offline
71%
63%
61%
50%
71%
68%
60%
57%
56%
48%
35%
14%
20%
13%
26%
11%
17%
9%
4%
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Local Report

offline?
6%
SLIDE
31
Easy to find, easy of purchase!
5 out of 10
of the consumers
only consider 1-2 brands
before purchase
which makes it crucial for the brands to be top of mind
VN

Local Report

Question: How many brands were considered before purchase?
SLIDE
32
The Local Shopper
The consumer purchase journey and the role of the internet for
local business
VN

Local Report
SLIDE
33
Local Behavior
How does people research for local businesses?
66
Researched locally
a day or less before
visiting.
VN

Local Report
and 75% only consider 1-3

local businesses before deciding
where to buy.

Searched for information about local business(es) in the past month
SLIDE
34
Local Shoppers research practical information

What information do people look for?
50%
Promotions
66%
28%
VN
Prices
Business hours

Local Report

SLIDE
35
Smartphones and local business

5 out of 10* use a smartphone when looking for local information
VN

Local Report

*54%
SLIDE
36
The international Shopper
The consumer purchase journey and the role of online for

international purchases
VN

Local Report
SLIDE
37
How big is international purchase?

Half of the consumers
have made an
international purchase
Which products do people purchase in other countries?
28%
26%
23%
19%
VN

Local Report

Ever purchased a product / service online from abroad
SLIDE
38
Why do people purchase products online from

foreign countries?
54
26
38
38%
Expect more expensive

delivery prices
shop in foregin countries

to get a better quality
products
VN

Local Report

Why did people purchase products online from foreign countries?
SLIDE
39
Challenges of international purchase

Most consumers have made an international puchase, but some issues ouccur
5 out of 10 experience issues

concerning the website usability
A common issue is
that delivery time is too long
39
VN

Local Report

%
SLIDE
40
The Smart Shopper Car insurance
The consumer purchase journey and the role of the internet in

making their last purchase decision
VN

Local Report
SLIDE
41
Car insurance: Highlights

The consumers compare
insurance policies online
63%
34%
61%
How did people use the Internet to

help make their purchase decision?
VN

Local Report
Online research has a

substantial impact on
offline purchases
75
Search engines are a

key driver in online purchase
56%
29%
Researched online before

purchasing offline
Did people research or purchase

their product online or offline?
online
21%
86%
What online sources did people

use to make a purchase decision?
SLIDE
42
Car insurance: Highlights

More than half are using
their smartphone when
researching car insurance
53
People will try to find another

website that works better
on their smartphone*
37
Which devices did people

use for product research?
VN
70% are encountering

issues accessing
websites via smartphone*

Local Report
How often do people encounter

issues accessing websites via smartphone?
What do people do after encountering issues

accessing websites via smartphone?

*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair
Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile
Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC
Remedies
SLIDE
43
The Smart Shopper Cinema tickets

VN

Local Report
SLIDE
44
Cinema tickets: Highlights

Many consumers
buy cinema tickets online
6 out of 10 of all
purchases are made
for a social gathering
17
68%
VN
Offline purchases
begin online

Local Report
17%
What motivated peoples purchase?

online

SLIDE
45
Cinema tickets: Highlights

44% are using
their smartphone when
researching for cinema tickets

issues accessing
People will try to find another

37
Find another website

VN

Local Report



Remedies Base: Internet users (accessing via computer, tablet or smartphone) |
SLIDE
46
The Smart Shopper Clothing & footwear

VN

Local Report
SLIDE
47
Clothing & footwear: Highlights

The consumers research online
prior to purchase
54
Research online
What online or offline research did people

do prior to their recent purchase?
VN

Local Report
3 out of 10 the consumers use

a smartphone to research clothing & footwear
30%
81%
5%
Which devices did people use for product research?

online
SLIDE
48
Clothing & footwear: Highlights

18% of the
consumers made their
latest purchase online
The consumers
research online and buy
offline afterwards
36
VN

Local Report

More than half purchase clothing

and footwear to meet
an urgent need
52
What motivated people's product purchase?

online
SLIDE
49
The Smart Shopper Do it yourself

VN

Local Report
SLIDE
50
Do it yourself: Highlights
Offline purchases begin online
The internet has a

purchase
61%
18%
16%
78
research online
prior to purchase

VN

Local Report

online
SLIDE
51
Do it yourself: Highlights
59% are using the internet for
comparing prices and products
People make their purchase

because they had an
urgent need
46
VN

Local Report
What motivated people's

product purchase?
online
SLIDE 52
The Smart Shopper Flights (leisure)

VN

Local Report
SLIDE
53
Flights (leisure): Highlights

93% use search engines
when purchasing
flight tickets
94% of the consumers

research flight tickets
online
Among the consumers
63%
buy flight tickets online
#1
93%
7%

VN

Local Report

online
SLIDE
54
Flights (leisure): Highlights

Consumers use
airline websites to purchase
flight tickets
8%
89%
Column 1
On what type of website did people

make their online purchase?
VN

Local Report
The consumers
compare flights online
69
63% of the
consumers only research
and purchase online
Compared choices
In which part(s) of the purchase process did

people use the Internet??
online

SLIDE
55
The Smart Shopper Groceries

VN

Local Report
SLIDE
56
Groceries: Highlights
In Vietnam the
consumers use a smartphone
for online research
61% use the Internet

to compare prices
1 out of 4 buy
their groceries on offer
61%
34%
VN

Local Report
35%
How did people use the Internet

to help make their purchase decision?
online

product purchase?
SLIDE
57
The Smart Shopper Ground Travel

VN

Local Report
SLIDE
58
Ground travel: Highlights

8 out of 10 of the
consumers use search engines
for their purchase decision
9 out of 10 research online

prior to
purchase
61% of people both

research online before
purchasing offline
83%
VN

Local Report

Did people research or purchase their

product online or offline?

online
SLIDE
59
The Smart Shopper Hair Care

VN

Local Report
SLIDE
60
Hair Care: Highlights

24% only consider
one brand prior
to purchase
but 58% research online

before making a purchase
The consumers use

the internet to compare
products and prices
60
Used the internet to make

comparisons
How many brands did people consider

before product purchase?
VN

Local Report


Remedies
SLIDE
61
The Smart Shopper Home appliances

VN

Local Report
SLIDE
62
Home appliances: Highlights

2 out of 10 purchases home appliances online
The consumers compare products,

prices and features online
before purchase
82%
VN

Local Report


online
SLIDE
63
Home appliances: Highlights

8 out of 10 consumers buy home
appliances based on a urgent need
The consumers
research their purchased
products online
80
research online
prior to purchase

product purchase?
VN

Local Report
Online determines offline!

62% researched online
before purchasing offline



online
SLIDE
64
The Smart Shopper Home furnishings

VN

Local Report
SLIDE
65
Home furnishings: Highlights

The consumers
purchases were driven
by online research
71
Online research effect both online and offline sales
54%
17%
research online
prior to purchase

VN

Local Report
Did people research or purchase their product online or offline?

online
SLIDE
66
The Smart Shopper Hotel (leisure)

VN

Local Report
SLIDE
67
Hotels (leisure): Highlights

1 out of 3 purchases
their hotel stay online
87% research hotels

online before purchase
87%
Where did people make
their purchase?
VN

Local Report
Did people do any online or offline

research prior to their recent purchase?
.but what online research

are the consumers doing?
68%
27%
44%


online
SLIDE
68
Hotels (leisure): Highlights

Half the consumers
research online
prior to offline purchase
50
29%
28%
26%

VN
Hotel chain websites

is the most popular place
to purchase hotel stays

Local Report

online
SLIDE
69
The Smart Shopper Laptops

VN

Local Report
SLIDE
70
Laptops: Highlights
purchase their laptop
on promotion
VN

Local Report
but 84% research online

before making a purchase
And over half use

smartphone for doing
online research
55
Base: Internet users (accessing via computer, tablet or smartphone) | Answering based
on a recent purchase (in select categories) | Researched online
Which devices did people use

for product research?
SLIDE
71
The Smart Shopper Make-up

VN

Local Report
SLIDE
72
Make-up: Highlights
purchase on promotion
Consumers research online

prior purchase
74
61% of the consumers who makes a

purchase in a store research online
prior to purchase
61%
13%
Did online research before

making a purchase
VN

Local Report

online

SLIDE
73
Make-up: Highlights
42% are researching for
make-up on their
smartphone
42%
VN

Local Report

issues accessing
Many will try to find another

37%


Remedies
SLIDE
74
The Smart Shopper Mobile phones

VN

Local Report
SLIDE
75
Mobile phones: Highlights

Online research
is big
91%
73%
Offline sales begin online
63
82% are influenced by

search engines when
making a purchase decision
Did online research before

making a purchase offline
What online or offline research did people do

prior to their recent purchase?
VN

Local Report

online
What online sources did people use

to make a purchase decision?
SLIDE
76
Mobile phones: Highlights

26% are researching
using their smartphone
23% are buying their

mobile phones on a
suparmarket website
20
23
13
44
Supermarket
VN

Local Report
Retailer
Other
Auction

online
SLIDE
77
The Smart Shopper Music

VN

Local Report
SLIDE
78
Music: Highlights
53% of the
consumers are purchasing
music online.
53
5 out of 10 use a
smartphone for doing
online research
VN
74% research online

before purchasing
music

Local Report

do prior to their recent purchase.?
online

SLIDE
79
The Smart Shopper Personal Loan

VN

Local Report
SLIDE
80
Personal Loan: Highlights

The consumers
research online
prior to taking out a loan
79
Research online
while 1 out of 10 end up making

their purchase online

VN
and 75% do so via

a search engine

Local Report


online
SLIDE
81
The Smart Shopper Real Estate

VN

Local Report
SLIDE
82
Real Estate: Highlights

The consumers
research online
prior to purchasing real estate
76
57% use a smartphone

for online research
57% of offline real estate

sales begin online


Research real estate online

prior to purchase

VN

Local Report

online
SLIDE
83
The Smart Shopper Restaurants

VN

Local Report
SLIDE
84
Restaurants: Highlights
Restaurant guests
are often motived by
a promotion/discount
39
63% of all sales are

driven by online
research
VN
50% use a smartphone

for online research

Local Report



online
SLIDE
85
The Smart Shopper Television

VN

Local Report
SLIDE
86
Television: Highlights
The consumers use
a search engine when making
their purchase decision

use a smartphone for
online research
79%
21%

VN

Local Report

online
SLIDE
87
Television: Highlights
The consumers use
a variety of websites
for their online purchases
23%
Online research has a

offline purchase
39%
38%
Supermarket
Electronics Retailer
Others

VN
71

Local Report
20% bought their

latest TV-set on promotion
Researched online before

purchasing offline
What motivated people's product purchase?

online
SLIDE
88
The Smart Shopper Vitamins & OTC remedies

VN

Local Report
SLIDE
89
Vitamins & OTC remedies: Highlights

Consumers use the internet
to compare prices
and products
53
40% researches just

moments before
Making their purchase
62% use the internet

for research
Compare products/prices online

to make a purchase decision
In which part(s) of the purchase

process did people use the Internet?
VN

Local Report
When did people start researching

their product purchase?
What online or offline research did people do

prior to their recent purchase?

online
SLIDE
90
The Smart Viewer
Provides insight into people's recent online video use across

different devices.
VN

Local Report
SLIDE
91
The Smart Viewer is a Mobile Viewer
9 out of 10
VN

Local Report
consumers
are watching online video
on their smartphones*

*At least once a month
Base: Internet users (accessing via smartphone)
SLIDE
92
The users watch online video at home and alone
89%
6 out of 10 watch online video alone
of the consumers are watching

online video at home
VN

Local Report

*Question: With how many people did you watch video in the last week?
Watched online video in the past week | Answering based on a recent
online video session
SLIDE
93
Why are we watching online video?
30%
41%
46%
65%
67%
7 out of 10 of
the consumers
are watching
videos because
they want to relax
What motivated people to watch online videos in the last week?
VN

Local Report

SLIDE
94
Tomorrows TV is Online
78
What are the users watching?
Of the users are watching

Online video every week
57%
22%
are watching
gaming videos
are watching
music videos
28%
are watching
sport
VN

Local Report

SLIDE
95
Long videos in the evening

watch videos that are
10 minutes or longer
Most people are watching online video in the evening
10:00
How long were the online videos
people watched in the last week?
VN

Local Report
At what time did people watch online video

in the last week on a weekday?
online video session weekday
SLIDE
96
The Smart Viewer is a Focused Viewer
out 10
online video content related

surroundings
68%
are focused when

watching online video
VN

Local Report

SLIDE
97
Methodology
Data in the Consumer Barometer is pulled from two sources - the core Consumer Barometer
questionnaire, which is focused on the adult online population and Connected Consumer Study,
which seeks to enumerate the total adult population and is used to weight the Consumer Barometer
results.
VN

Local Report
SLIDE
98

Methodology
Connected Consumer Survey
Population
o Target population: total population (online & offline) 16+ in each country surveyed except:
18+ in Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, japan
Sampling
o Random sampling aimed to be representative of the total population ages 16+ in all countries.
o Sample size: n=1,000 in each country surveyed (except India, where n=4,000)
Survey administration
o Survey data was collected in all countries via telephone (CATI) or face-to-face interviewing (CAPI/PAPI).
o Questionnaires were administered in local language(s) for all countries surveyed
o Interview length was 25 min. on average for telephone interviews and 30 minutes for face-to-face interviews.
Weighting
o Data was weighted according to local Census data
Timing
o Enumeration surveys were administered between in Q1 2014 and 2015.
VN

Local Report
SLIDE
99

Methodology
Consumer Barometer Survey
Population
Target population: online population who use at least one connected device and made a purchase of at least one of the relevant products
from the product list. Depending on the country we focused on the population 16+ except:
Argentina, Brazil, China, India, South Korea, Malaysia, Mexico, Philippines, Vietnam, the US, Japan
Sampling
o Sample size was set at a minimum of n=3,000 in each country except some Asian and African countries
o Quotas were applied in the sampling process with regard to age, gender, educational level and region as well as online activities and
smartphone usage to ensure local representativness for the online population
Survey administration
o Surveys were conducted through online panels, face-to-face or a combined method of online panel and face-to-face interviews
o Questionnaires were administered in local language(s) for all countries surveyed
o Questionnaire length was 20 minutes for online-surveyed markets, 40 minutes for face-to-face countries
Weighting
o The reported data was weighted against the Connected Consumer Survey. Bases displayed are unweighted
Timing
o Consumer Barometer surveys were administered in 2014 and 2015.
VN

Local Report
SLIDE
100
THANK YOU!
CONTACTS:
VN
SLIDE
101

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Consumer

The Multiscreen World

The Smart Shopper

The Smart Viewer

Consumer Barometer 2015

What is the Consumer Barometer?

The Consumer Barometer 2015 is a

Consumer Barometer 2015

Consumer Barometer 2015

The 3 Trends in Vietnam

Todays shopper is an online shopper

Millions of online video views

Consumer Barometer 2015

The Online and Multiscreen World

Quantify and understand internet usage and attitudes across

Where are the consumers? Online!

Consumer Barometer 2015

of the Vietnamese consumers

Source: The Connected Consumer Survey 2015

Do you go online every day?

Consumer Barometer 2015

Source: The Connected Consumer Survey 2015

Why do people go online?

Consumers state that the internet is the

Consumer Barometer 2015

Source: The Connected Consumer Survey 2015

People are even online when theyre watching TV

Use devices to go online while watching TV

Consumer Barometer 2015

Source: The Connected Consumer Survey 2015

Vietnam has more screens than ever

devices pr. person

Consumer Barometer 2015

Source: The Connected Consumer Survey 2015

There are 1,4 devices

55% are smartphone users

Consumer Barometer 2015

How does Vietnam compare?

How does the demographics look?

Consumer Barometer 2015

Source: The Connected Consumer Survey 2015

How do people use their smartphone?

Consumer Barometer 2015

Source: The Connected Consumer Survey 2015

Consumer Barometer 2015

Source: The Connected Consumer Survey 2015

The Smart Shopper

Focuses on the consumer purchase journey and the role of the

Consumer Barometer 2015

3 out of 4 go online when researching products

Consumer Barometer 2015

Source: The Consumer Barometer Survey 2015

In which industries are consumers researching

Consumer Barometer 2015

Clothing & Footwear

Source: The Consumer Barometer Survey 2015

In which industries are consumers researching

Consumer Barometer 2015

Vitamins & OTC Remedies*

How are people researching?

What online sources did people use

Consumer Barometer 2015

Source: The Consumer Barometer Survey 2015

Online advertising and research is essential

CB Country Report '15 - Vietnam

CB Country Report '15 - Vietnam