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Vietnam has..
• the 14th biggest population in the world
• the 63th fastest growing economy
• the 17th highest number of Internet users
• the 5th highest Internet penetration (35.6%) in South East Asia
• the 8th highest number of mobile phone subscribers in the world
Total population grown from 76.3m in 1999 to 85.8m in 2009 = +12.5%.
There has also been a significant migration from rural to urban areas.
+11.8%
+13.2%
0
20
40
60
80
Female Male
1999
2009
+40.7%
+ 3.7%
0
20
40
60
80
Urban Rural
1999
2009
Source: Government Statistics Office of Vietnam - Census Date: 1 Apr 2009
Vietnam has..
Vietnam’s population is excitingly youngLatest population estimates (July 2013) show 92.477m, comprising 46.272m females and
46.205m males
0
20
40
60
80
100
% of total population
25%
20%
17%
15%
17%
6% 65+45-6435-4425-3415-240-14
Vietnam’s median age is currently 28.7 years Source: CIA website July 2013
Shift in Media
124
84
39
16 16FTA TV
Internet
Newspapers
Magazines
Radio
2012 2013
Between 2010 and 2013 the daily average time spend on watching TV has decreased (from 134min to 135min), while the average time spend on the Internet has increased
(from 74min to 128min).
Source: 3D 2013 (2,970) and 3D 2012 (3,010) urban adults aged 15-45
135
128
46
48
49
Internet Usage Penetration of Vietnam population
3.8
7.7
12.9
17.7
22.024.4
26.6
31.1 35.1
0
5
10
15
20
25
30
35
40
2003Dec
2004Dec
2005Dec
2006Dec
2007Dec
2008Dec
2009Dec
2010Dec
2011Dec
% of populationYr End
Totals
No. of Users % YoY
growth
2003 3,098,007
2004 6,345,049 +105%
2005 10,710,980 + 69%
2006 14,683,783 + 37%
2007 18,551,409 + 26%
2008 20,834,401 + 12%
2009 22,779,887 + 9%
2010 26,784,035 +18%
2011 30,552,417 +14%
November 2012: 31,304,211 users =
35.6% penetration (+2.6% YoY)
Source: VNNIC for Nov 2012
Profile of urban Internet users age 15-45
1622
20
25
19
2016
14
2919
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Urban Popn Internet Users
35-45
30-34
25-29
20-24
15-19
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
27%
37%
24%
10%2%
SEC of Internet users(Index compared to total urban popn.)
A (123)
B (112)
C (98)
D (59)
E (51)
30%
31%
25%
8%6%
Occupation of Internet users
Student
Employed -professional/officeEmployed - other
Housewife
Average age: 29.1 26.7
Profile of urban Internet users by age and gender
0
20
40
60
80
100
Age 15-24 Age 25-34 Age 35-45
51 49 49
49 51 51
Male Female
51%
49%
Gender of Internet users
Male Female
Gender profile of internet users per age group
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
%
Internet penetration by city and age(accessed last 3 months)
%
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
84
58 58
70
52
59
94
7985
92
81 79
88
54 53
70
47
72
65
38
28
42
2430
0
20
40
60
80
100
Hanoi HCMC Da nang Nha trang Can tho Hai phong
Total Age 15-24 Age 25-34 Age 35-45
Average time and frequency spent online by age
61
70
72
70
16
13
14
14
18
12
9
11
3
4
4
4
2
1
1
1
0 20 40 60 80 100
35-45
25-34
15-24
All 15-45
Everyday 4-6 days a week
2-3 days a week Once a week
Less often
Frequency use Internet
135141
114123
130
115
0
20
40
60
80
100
120
140
160
Age 15-24 Age 25-34 Age 35+
Male Female
Minutes per average day
Internet usage continues to increase, with an average of 97 minutes a day in 2008, to 129 minutes a day in 2010, and 133 minutes a day in 2012, and a bit down to 129 minutes a day in 2013
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
When & where access Internet
1519
16 18
29
40
3 1
24
05
1015202530354045
When usually use internet86
38
17 15 139 9
3 4 1 2
85
14 17
714
8 114 3 1 4
0102030405060708090
100
Weekdays
Weekends
% of Internet users accessing ‘At home’ has grown to 85% from 74% in 2010, 56% in 2008 and 25% in 2006.A gradually decrease in percentage of accessing the Internet at ‘Internet shop/café’ (17% in 2013, 21% in 2010,
35% in 2008 and 65% 2006)
%
%
Where access the internet
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
Online activities Age 15-24
59 5745
39 35 3528 28 25
18 18 18 16 16 15 14 12 11
2922
2827
28 28
27 3128
1828
20 26 25 30
15 2415
6
410
119 12
13 1014
10
1417
1610
17
9
18
10
617 17
23 28 2532 31 33
54
40 45 4249
38
62
46
64
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Frequently Sometimes Rarely Never
Source: 3D 2013 Base: 771 adults aged 15-24 who used internet in last 3 months
50 46 43 42 41 40
23 21 19 16 16 16 15 14 14 12 12 11
24 2925 24 22
31
20 20 20 2336 31 29
21 26 29
1023
14
610
6 116
8
16 1611 16
1114
14
1615 14
5
12
10
20 1526 23
3121
41 4350
4637 39 42
48 45 45
73
53
70
0
10
20
30
40
50
60
70
80
90
100
Frequently Sometimes Rarely Never
Source: 3D 2013 Base: 651 adults aged 25-34 who used internet in last 3 months
Online activities Age 25-34
45 41 41 3731
21 21 19 18 16 16 12 12 12 9 8 5 5 3
16 21 24
1722
13 16 17 2015 18
16 14 14 2521
17 18
9
8 9 6
8 11
710 12 12
13 12
11 15 12
12
811 12
10
31 29 2937 37
5953 52 50
56 5461 59 62
5463 67 65
78
0
10
20
30
40
50
60
70
80
90
100
Frequently Sometimes Rarely Never
Source: 3D 2013 Base: 390 adults aged 35-45 who used internet in last 3 months
Online activities Age 35-45
Most popular Web Searches
Rank Top Searches, last 30 days Rising Searches, last 30 days
1 Facebook Gui cho anh (+300%)
2 Phim (movies) Phuong my chi (+150%)
3 Nhac (music) Patch fifa 2.0 (+120%)
4 Bao (newspapers) Vietnam airlines (+80%)
5 Tin (news) Livescore (+70%)
6 Game Phimdem.com (+60%)
7 Truyen (stories) Thoi tiet (+60%)
8 Youtube Diem chuan (+50%)
9 Google Ioe (+50%)
10 Zing (social network) Thegioididong (+50%)
Source: Google Insights for Search as at 4 September 2013
Leading websites in Vietnam – Sep 2013
1 Google.com.vn (1)
2 Facebook.com (2)
3 Google.com (3)
4 Youtube.com (4)
5 Zing.vn (5)
6 Vnexpress.net (6)
7 Cococ.com (…)
8 24h.com.vn (7)
9 Yahoo.com (8)
10 Dantri.com.vn (9)
11 Blogspot.com (11)
12 Haivl.com (14)
13 Vatgia.com (13)
14 Kenh14.vn (12)
15 Qtrax.com (…)
16 Ngoisao.net (16)
17 Giaoduc.net.vn (15)
18 Soha.vn (19)
19 Vov.vn (…)
20 Tinhte.vn (…)
Source: Alexa 04/09/2013
Based on the last month’s average daily traffic (previous month’s ranking in brackets)
Social Network sites had 14.5mil unique users in the last month
Rank Site Unique visitors (000) Reach
1Facebook.com 12,150 72.4%
2ZingMe 6,160 36.7%
3Kenhsinhvien.net 2,242 13.4%
4Diendanbaclieu.net 2,066 12.3%
5Tuyensinh247.com 1,758 10.5%
According to ComScore, social networks have 14,589,000 ‘unique visitors’. This should not be confused with ‘members’!
Source: Comscore 2013 based on July
Leading Brands on Facebook (based on last month)
Rank Name Local Fans
1 Zing mp3 1.066.205
2 ChonMua 866.397
3 Eway.vn 859.764
4 Lazada Vietnam 600.332
5 MegaStar Cineplex Vietnam 471.137
6 Samsung Mobile Vietnam 424.263
7 Axe Vietnam 399.338
8 Heineken 395.404
9 Kinh doanh truc tuyen 387.709
10 Appstore.vn 365.891
Source: Socialbakers 30/08/2013
Most popular Facebook pages (based on last month)
Rank Page Local Fans
1Facebook for Every Phone 10.811.342
2Qua Tang Cuoc Song 2.244.804
3Goc Thu Gian 2.237.953
4Vo Hoai Linh 1.557.491
5Cuoi Vo Bung 1.310.010
6Nhat Ky 1.181.257
7Hoc Nhung Nguoi Thich Doc Tin 24h 1.114.051
8Hoc Tieng Anh Mien Phi 1.107.357
9Zing mp3 1.066.205
10Hay Noi Nhung Loi Yeu Thuong 1.047.725
Source: Socialbakers 30/08/2013