Vietnam’s Web in 2012
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Vietnam has a population of over 91 million people, with 30.8 million internet users and 8.5 million social media users. Mobile penetration exceeds 127 million subscriptions. Facebook surpassed Zing as the leading social network. Mobile devices deliver over 2.1 billion ad impressions per month in Vietnam, with 93% to basic phones. Social media influences over 80% of Vietnamese consumers' purchase decisions.
Vietnam’s Web in 2012
- 1. SOCIAL, DIGITAL AND MOBILE IN VIETNAM OCTOBER 2012 we are social
- 2. FOR FURTHER INFORMATION AND OTHER REPORTS IN THE #SDMW SERIES, PLEASE CONTACT SIMON KEMP AT WE ARE SOCIAL: SAYHELLO@WEARESOCIAL.SG @WEARESOCIALSG +65 9146 5356 WEARESOCIAL.SG 3
- 3. OCT 2012 VIETNAM 91,519,000 31% 69% TOTAL POPULATION URBAN RURAL 30,858,742 34% INTERNET USERS INTERNET PENETRATION 8,525,000 9% USERS ON TOP SOCIAL NETWORK SOCIAL NETWORKING PENETRATION 127,318,045 139% MOBILE SUBSCRIBERS MOBILE PENETRATION COMPILED BY @WEARESOCIALSG. FOR MORE SOCIAL MEDIA ANALYSIS AND INSIGHTS, VISIT OUR WEBSITE AT WEARESOCIAL.SG. SOURCES: POPULATION: BASED ON US CENSUS BUREAU (ACCESSED SEP 2012); 3 URBANISATION: UN (2011); INTERNET: INTERNETWORLDSTATS (ACCESSED SEP 2012); SOCIAL NETWORKS: FACEBOOK (OCT 2012); MOBILE: ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012)
- 4. CURRENT POPULATION OF VIETNAM: 91,519,000 SOURCE: THE US CENSUS BUREAU (OCT 2012) 4
- 5. VIETNAM’S POPULATION WILL GROW BY ALMOST 1,000,000 PEOPLE IN 2012 ALONE SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU 5
- 6. 54% OF VIETNAM’S POPULATION IS UNDER THE AGE OF 30 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (OCT 2012) 6
- 7. 25% OF VIETNAM’S POPULATION IS BELOW THE AGE OF 15 SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU 7
- 8. 69% OF VIETNAM’S POPULATION LIVES IN RURAL AREAS SOURCE: BASED ON DATA FROM THE US CENSUS BUREAU (ACCESSED SEP 2012) AND THE UN DEPARTMENT OF ECONOMIC AND SOCIAL AFFAIRS (2011) 8
- 9. INTERNET USERS IN VIETNAM: 30,858,742 SOURCE: INTERNETWORLDSTATS (SEP 2012) 9
- 10. INTERNET PENETRATION IN VIETNAM IS AROUND 34% SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012) 10
- 11. (! THAT’S HIGHER THAN THE GLOBAL AVERAGE OF 33% )! SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS (OCT 2012) AND THE US CENSUS BUREAU (OCT 2012) 11
- 12. NEW INTERNET USERS IN VIETNAM THIS YEAR: 1,590,000 SOURCE: BASED ON DATA FROM INTERNETWORLDSTATS 12
- 13. GROWTH IN INTERNET USERS IN VIETNAM IN 2012: 5% SOURCES: BASED ON DATA FROM INTERNETWORLDSTATS 13
- 14. VIETNAM’S INTERNET POPULATION IS THE 18TH LARGEST IN THE WORLD SOURCE: INTERNETWORLDSTATS (SEP 2012) 14
- 15. 95% OF VIETNAMESE PEOPLE AGED 15-24 HAVE ACCESS TO THE INTERNET SOURCE: CIMIGO NETIZENS REPORT 2012 15
- 16. 73% OF VIETNAM’S INTERNET USERS ARE UNDER 35 SOURCE: COMSCORE (APR 2012) 16
- 17. 66% OF VIETNAMESE NETIZENS USE THE WEB EVERY DAY SOURCE: CIMIGO NETIZENS REPORT 2012 17
- 18. VIETNAMESE NETIZENS SPEND AN AVERAGE OF 29 HOURS ON THE INTERNET EACH MONTH SOURCE: COMSCORE (APR 2012) 18
- 19. DEVICES THAT VIETNAMESE NETIZENS USE TO GO ONLINE: 81% 56% 47% DESKTOPS MOBILES LAPTOPS SOURCE: CIMIGO NETIZENS REPORT 2012 19
- 20. 75% OF VIETNAMESE HOUSEHOLDS HAVE A DESKTOP COMPUTER SOURCE: NIELSENWIRE (NOV 2011) 20
- 21. WHERE ARE VIETNAM’S NETIZENS GOING ONLINE? VS 88% 36% FROM HOME FROM WEBCAFÉS SOURCE: YAHOO!-KANTAR MEDIA NET INDEX VIETNAM 2011 21
- 22. 95% OF VIETNAM’S INTERNET USERS VISIT ONLINE NEWS SITES SOURCE: CIIMIGO NETIZENS REPORT 2012 22
- 23. 90% OF VIETNAMESE NETIZENS WATCH ONLINE VIDEO SOURCE: COMSCORE VIDEO METRIX (AUG 2012) 23
- 24. (! THE ASIAN AVERAGE IS JUST 69% )! SOURCE: GLOBAL WEB INDEX WAVE 6, AS CITED IN THE ADMA YEARBOOK 2012 24
- 25. UNIQUE VIEWERS OF ONLINE VIDEO IN VIETNAM IN JUNE 2012: 13,050,000 SOURCE: COMSCORE VIDEO METRIX (AUG 2012) 25
- 26. THE AVERAGE NETIZEN IN VIETNAM WATCHED 137 VIDEOS IN JUNE 2012 SOURCE: COMSCORE VIDEO METRIX (AUG 2012) 26
- 27. NUMBER OF ONLINE VIDEOS WATCHED BY NETIZENS IN VIETNAM IN JUNE 2012: 1,792,848,000 SOURCE: COMSCORE VIDEO METRIX (AUG 2012) 27
- 28. (! THAT’S MORE THAN 691 VIDEOS EVERY SECOND )! SOURCE: BASED ON DATA FROM COMSCORE VIDEO METRIX (AUG 2012) 28
- 29. 79% OF VIETNAM’S INTERNET USERS VISIT ONLINE RETAIL SITES SOURCE: COMSCORE MEDIA METRIX (APR 2012) 29
- 30. 61% OF VIETNAM’S NETIZENS MAKE ONLINE PURCHASES SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012) 30
- 31. 89% OF VIETNAM’S NETIZENS INTEND TO MAKE ONLINE PURCHASES IN THE NEXT 6 MONTHS SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012) 31
- 32. 55% OF VIETNAMESE NETIZENS BELIEVE THE INTERNET HAS HELPED IMPROVE THEIR SELF-CONFIDENCE SOURCE: ADMA YEARBOOK 2012 32
- 33. 86% OF VIETNAMESE INTERNET USERS VISIT SOCIAL NETWORKING SITES SOURCE: COMSCORE MEDIA METRIX, APR 2012 33
- 34. SOCIAL NETWORK USERS IN VIETNAM: 8,525,000 SOURCES: FACEBOOK (OCT 2012) 34
- 35. NEW SOCIAL MEDIA USERS IN VIETNAM THIS YEAR: 1,723,000 SOURCES: BASED ON FIGURES FROM FACEBOOK (OCT 2012) AND ZING.ME (NOV 2011) 35
- 36. 19% OF VIETNAMESE NETIZENS USE SOCIAL NETWORKS EVERY DAY SOURCE: CIMIGO NETIZENS REPORT 2012 36
- 37. 79% OF VIETNAM’S SOCIAL MEDIA USERS HAVE LIKED OR FOLLOWED A BRAND SOURCE: NIELSENWIRE (AUG 2011) 37
- 38. 81% OF VIETNAMESE NETIZENS USE SOCIAL MEDIA TO INFORM PURCHASE DECISIONS SOURCE: NIELSEN (MAR 2012) 38
- 39. (! )! THAT’S SIGNIFICANTLY HIGHER THAN THE ASIAN REGIONAL AVERAGE OF 60% SOURCE: NIELSEN (MAR 2012), AS CITED IN THE ADMA YEARBOOK 2012 39
- 40. IN OCTOBER 2012, FACEBOOK OVERTOOK ZING TO BECOME VIETNAM’S TOP SOCIAL NETWORK SOURCE: BASED ON THE LATEST SITE-REPORTED FIGURES FOR BOTH NETWORKS, AS OF OCT 2012 40
- 41. USERS ON TOP SOCIAL NETWORKS IN VIETNAM VS 8.5 M 8.2 M FACEBOOK ZING SOURCE: LATEST SITE-REPORTED FIGURES FROM EACH NETWORK, AS AT OCT 2012 41
- 42. THE NUMBER OF FACEBOOK USERS IN VIETNAM HAS GROWN BY MORE THAN 500,000 IN THE PAST 2 WEEKS ALONE SOURCE: SOCIALBAKERS (OCT 2012) 42
- 43. JUN 2012 SOCIAL NETWORK VISITORS 8.2 M 6.8 M 1.9 M FACEBOOK ZING YUME SOURCE: DOUBLECLICK ADPLANNER (JUN 2012, AS CITED IN VIETNAMNET BRIDGE) 43
- 44. 28% OF VIETNAMESE NETIZENS HAVE A FACEBOOK ACCOUNT SOURCE: BASED ON DATA FROM FACEBOOK (OCT 2012) AND INTERNETWORLDSTATS (SEP 2012) 44
- 45. GLOBALLY, VIETNAM IS FACEBOOK’S FASTEST GROWING COUNTRY, GROWING 146% IN THE PAST 6 MONTHS ALONE SOURCE: SOCIALBAKERS (OCT 2012) 45
- 46. A NEW USER FROM VIETNAM JOINS FACEBOOK EVERY 3 SECONDS SOURCE: BASED ON DATA FROM SOCIALBAKERS (OCT 2012) 46
- 47. 94% OF VIETNAM’S FACEBOOK USERS ARE UNDER 35 SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012) 47
- 48. OCT 2012 FACEBOOK IN VIETNAM 45-54: 55-64: 1% <1% 35--44: 65+: 3% <1% 13-17: 17% 25-34: 23% FEMALE: 44% MALE: 56% 18-24: 54% SOURCE: BASED ON DATA FROM FACEBOOK AD PLANNER (OCT 2012) 48
- 49. OCT 2012 TOP FACEBOOK PAGES IN VIETNAM # FACEBOOK PAGE ‘LIKES’ 01 EWAY.VN 928,991 02 CHONMUA 741,178 03 APPSTORE.VN 228,756 04 MUACHUNG 225,949 05 KFC VIETNAM 222,281 SOURCE: SOCIALBAKERS (OCT 2012) 49
- 50. 27% OF VIETNAMESE NETIZENS HAVE A ZING ACCOUNT SOURCE: BASED ON THE LATEST AVAILABLE FIGURES FROM ZING.ME (AS AT OCT 2012), AND INTERNETWORLDSTATS (OCT 2012) 50
- 51. ZING’S REACH ACROSS VIETNAM’S NETIZENS: 59% SOURCE: COMSCORE MEDIA METRIX (APR 2012) 51
- 52. 77% OF ZING’S USERS ARE UNDER 25 SOURCE: ZING (MAR 2012) 52
- 53. MAR 2012 ZING’S USER BASE BY AGE 36+: 11% 25-35: 12% 13-17: 38% 18-24 39% SOURCE: ZING (MAR 2012) 53
- 54. 8,000,000 CHAT MESSAGES ARE SENT ON ZING EVERY DAY SOURCE: ZING (MAR 2012) 54
- 55. 24% OF VIETNAM’S NETIZENS HAVE A YOUTUBE ACCOUNT SOURCE: NIELSEN, AS CITED IN THE ADMA YEARBOOK 2012 55
- 56. 9% OF VIETNAMESE NETIZENS HAVE USED TWITTER IN THE PAST MONTH SOURCE: GLOBAL WEB INDEX WAVE 7 (SEP 2012) 56
- 57. UNIQUE VISITORS TO PINTEREST FROM VIETNAM IN Q1 2012: 45,000 SOURCE: COMSCORE MEDIA METRIX (APR 2012) 57
- 58. 35% OF VIETNAM’S MOBILE INTERNET USERS ACCESS SOCIAL MEDIA ON THEIR PHONE SOURCE: CIMIGO NETIZENS REPORT 2012 58
- 59. MOBILE PHONE SUBSCRIPTIONS IN VIETNAM: 127,318,045 SOURCES: BASED ON ITU SUBSCRIBER FIGURES (LATEST AVAILABLE DATA, SEP 2012) 59
- 60. (! )! THE NUMBER OF MOBILE SUBSCRIPTIONS IN VIETNAM HAS DECLINED BY 2% THIS YEAR SOURCE: BASED ON ITU SUBSCRIBER FIGURES (NOV 2011 AND SEP 2012) 60
- 61. ON AVERAGE, EVERYONE IN VIETNAM HAS AROUND 1.4 MOBILE SUBSCRIPTIONS SOURCE: BASED ON ITU SUBSCRIBER FIGURES (SEP 2012) AND DATA FROM THE US CENSUS BUREAU (OCT 2012) 61
- 62. 2,100,000,000 ADVERTS ARE SERVED TO MOBILE DEVICES IN VIETNAM EVERY MONTH SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 62
- 63. (! THAT’S MORE THAN 805 ADVERTS EVERY SECOND )! SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 63
- 64. Q1 2012 SHARE OF MOBILE AD IMPRESSIONS 59% 22% 5% 3% NOKIA SAMSUNG LG APPLE SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 64
- 65. 93% OF MOBILE ADVERTS IN VIETNAM ARE DELIVERED TO FEATURE PHONES SOURCE: INMOBI VIETNAM MARKET OVERVIEW, Q4 2011 65
- 66. TOP HANDSET BY SHARE OF AD IMPRESSIONS: NOKIA 3110 SOURCE: BASED ON INMOBI VIETNAM MARKET OVERVIEW, Q1 2012 66
- 67. 62% OF VIETNAM’S INTERNET USERS ACCESS VIA MOBILE DEVICES SOURCE: BASED ON DATA FROM BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012), AND INTERNETWORLDSTATS (OCT 2012) 67
- 68. MOBILE INTERNET USERS IN VIETNAM: 19,000,000 SOURCE: BUZZCITY, AS CITED BY MOBILE DAY VIETNAM 2012 (MAY 2012) 68
- 69. 38% OF MOBILE USERS IN VIETNAM GO ONLINE VIA THEIR PHONES SOURCE: CIMIGO NETIZENS REPORT 2012 69
- 70. SMARTPHONE PENETRATION IN VIETNAM: 16% SOURCE: ERICSSON CONSUMERLAB (AUG 2012) 70
- 71. 35% OF VIETNAM’S MOBILE USERS USE MOBILE APPS SOURCE: ERICSSON CONSUMERLAB (AUG 2012) 71
- 72. 32% OF VIETNAM’S NETIZENS WOULD MAKE ONLINE PURCHASES VIA THEIR PHONE SOURCE: MASTERCARD WORLDWIDE ONLINE SHOPPING SURVEY 2012, AS CITED IN TTR WEEKLY (MAY 2012) 72
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- 74. WE ARE SOCIAL IS A GLOBAL CONVERSATION AGENCY. WE HELP BRANDS TO LISTEN TO, UNDERSTAND, AND ENGAGE IN CONVERSATIONS IN SOCIAL MEDIA. WE’RE ALREADY HELPING MANY OF THE WORLD’S TOP BRANDS, INCLUDING UNILEVER, ADIDAS, INTEL, DIAGEO, NESTLÉ, HEINZ, AND LOUIS VUITTON. IF YOU’D LIKE TO CHAT ABOUT US HELPING YOU TOO, CALL SIMON KEMP ON +65 9146 5356, OR EMAIL US AT SAYHELLO@WEARESOCIAL.SG. FIND OUT MORE AT WEARESOCIAL.SG.
- 75. WE ARE SOCIAL SINGAPORE @WEARESOCIALSG +65 9146 5356 SAYHELLO@WEARESOCIAL.SG WEARESOCIAL.SG