Professional Documents
Culture Documents
2013 current
Contents
!Vietnam in a global context
!Population profile by urban penetration & by age
!Internet subscribers
!Online activities
!Leading websites
!Social network sites
!Online video
!Telephone subscribers
!Online advertising expenditure
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
80
70
70
60
50
+ 3.7%
60
+11.8%
50
+13.2%
40
1999
40
30
2009
30
20
20
10
10
0
Female
Male
1999
2009
+40.7%
Urban
Rural
17%
15%
17%
65+
45-64
35-44
25-34
15-24
0-14
Latest population
estimates (July
2013) show
92.477m,
comprising
46.272m females
and 46.205m males
20%
25%
% of total population
Vietnams median age is currently 28.7 years
3 provinces*
41 64%
7 provinces**
30 40%
7 provinces
17 29%
24 provinces
0 16%
22 provinces
2013
16
49
124
FTA TV
135
48
Internet
Newspapers
Magazines
46
Radio
84
128
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
Vietnam
Internet Subscribers
(China 40%)
(Japan 79%))
Vietnam has one of
the fastest growing
and highest
penetration of
Internet Users in
South East Asia.
Myanmar 1%
Laos 8%
Thailand 36%
Vietnam 35.6%*
Cambodia 16%
All Asia
Philippines 32%
Malaysia 61%
Singapore 75%
Vietnam reached:
10% in Sep 2005
20% in July 2007
30% in Sep 2010
= 27.5%
Brunei 78%
Australia
= 88.8%
Indonesia 22%
Source world comparison: Internet World Statistics (IWS)
Source SE Asia comparison: We Are Social, Mar 2013
* Vietnam source: VNNIC for November2012
% of population
40
35
31.1
35.1
30
25
22.0
20
12.9
10
26.6
17.7
15
24.4
7.7
3.8
2003 2004 2005 2006 2007 2008 2009 2010 2011
Dec Dec Dec Dec Dec Dec Dec Dec Dec
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%
subscriber data since Nov 2012, but the VNTA has released
detailed broadband subscriber data for 2013. The number of
broadband subscribers now stands at 4.76 million equivalent
to 5.4% of the population
35.00
30.00
25.00
20.00
23.14
15.00
10.00
5.00
0.00
17.26
10.50
18.78
26.47
26.57
26.73
26.88
26.98
19.81
14.16
0.21
0.52
1.29
2.05
2.97
3.64
4.08
4.29
4.30
4.31
4.33
2005
Dec
2006
Dec
2007
Dec
2008
Dec
2009
Dec
2010
Dec
2011
Dec
2012
Mar
2012
Jun
2012
Sep
2012
Nov
Broadband subscribers
Other users
Millions
6
% market share
4.8
3.6
4.1
4.3
3.0
2.0
VNPT
FPT
9.3
Viettel
1.3
2.4
2.0 1.6
27.3
0.5
Broadband subscribers
57.4
SCTV
CMC
Telecom
6%
29
50%
40%
30%
30%
20
19
31%
35-45
25
20-24
15-19
20
16
Urban Popn
29.1
2%
A (123)
22
27%
Internet
Users
26.7
Unemployed
30-34
25-29
0%
Average age:
25%
Employed professional/office
Employed - other
Housewife
16
20%
10%
8%
14
70%
60%
19
Student
24%
B (112)
C (98)
D (59)
37%
E (51)
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
%
100
49%
51%
Male
80
Female
60
49
51
51
51
49
49
40
20
0
Age 15-24
Age 25-34
Male
Age 35-45
Female
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
Total
94
88
84
80
Age 15-24
85
81
79
70
58
54
58
79
72
70
59
53
52
42
38
40
Age 35-45
92
65
60
Age 25-34
47
30
28
24
20
0
Hanoi
HCMC
Da nang
Nha trang
Can tho
Hai phong
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
123
All 15-45
70
15-24
72
25-34
70
35-45
141
135
14
9 41
14
12 41
13
61
16
18 32
130
114 115
100
80
60
20
40
60
80
100
Everyday
Once a week
Less often
40
20
0
Age 15-24 Age 25-34 Age 35+
Male
Female
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
100
90
80
70
60
50
40
30
20
10
0
% 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/
caf (17% in 2013, 21% in 2010, 35% in 2008 and 65% 2006)
86
Weekdays
Weekends
38
14 17 17 15 13 14
7
98
9 11
34
85
43
11
24
45
40
35
30
25
20
15
10
5
0
40
29
24
15
19
16
18
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
Vietnam
Online activities
6
6
80%
70%
17
29
17
28
25
11
13
27
28
40%
20%
33
10
31
35
35
10%
42
17
28
16
10
28
20
26
46
28
28
64
17
10
25
18
30
9
15
25
18
18
18
16
0%
Frequently
38
49
62
14
18
39
45
14
57
45
40
28
27
59
31
54
12
28
50%
30%
32
10
22
60%
23
Sometimes
Rarely
16
15
14
10
24
15
12
11
Never
Source: 3D 2013 Base: 771 adults aged 15-24 who used internet in last 3 months
20
6
15
26
10
6
70
60
24
23
29
25
50
31
21
8
11
41
43
20
10
46
43
39
42
48
45
45
24
42
53
73
22
31
11
16
20
50
37
16
40
30
50
46
41
20
11
20
14
16
14
16
36
23
31
29
40
21
15
70
14
12
26
29
23
10
23
21
19
16
16
16
15
14
14
12
12
11
10
14
Frequently
Sometimes
Rarely
Never
Source: 3D 2013 Base: 651 adults aged 25-34 who used internet in last 3 months
31
8
16
29
9
21
29
37
37
59
6
24
8
17
40
10
45
41
37
50
56
54
61
59
62
54
63
67
65
78
22
7
13
41
52
11
30
20
53
31
21
10
16
21
12
12
17
20
19
13
18
15
16
12
12
11
18
16
16
12
15
14
12
14
12
Frequently
Sometimes
Rarely
12
25
21
8
11
12
17
18
10
9
3
Never
Source: 3D 2013 Base: 390 adults aged 35-45 who used internet in last 3 months
Phim (movies)
Nhac (music)
Bao (newspapers)
Tin (news)
Livescore (+70%)
Game
Phimdem.com (+60%)
Truyen (stories)
Youtube
Ioe (+50%)
10
Thegioididong (+50%)
Unique Visitors
(000)
% Reach
Search/Navigation
15,367
91.6
Portals
15,028
89.6
Social Networking
14,589
86.9
Multimedia
13,875
82.7
General News
12,943
77.1
Entertainment - Music
12,314
73.4
Newspapers
11,338
67.6
Entertainment News
10,569
63.0
Downloads
10,408
62.0
10
Online Gaming
10,279
61.3
Unique Visitors
(000)
% Reach
11
Entertainment Movies
10,246
61.1
12
9,074
54.1
13
Blogs
8,477
50.5
14
XXX Adult
7,616
45.4
15
Classifieds
6,489
38.7
16
Discussion/ Chat
6,231
37.1
17
Information
6,111
36.4
18
Teens
5,768
34.4
19
Humor
5,766
34.4
20
Family&Parenting
5,563
33.2
Vietnam
Leading websites
396
358
300
261
200
181
133
100
14
35
60
83
0
2004 2005
2006 2007
2008 2009
2010 2011
2012 2013
Active
Total
Source: VNNIC for July 2013
Google.com.vn
(1)
11 Blogspot.com
(11)
Facebook.com
(2)
12 Haivl.com
(14)
Google.com
(3)
13 Vatgia.com
(13)
Youtube.com
(4)
14 Kenh14.vn
(12)
Zing.vn
(5)
15 Qtrax.com
()
Vnexpress.net
(6)
16 Ngoisao.net
(16)
Cococ.com
()
17 Giaoduc.net.vn
(15)
24h.com.vn
(7)
18 Soha.vn
(19)
Yahoo.com
(8)
19 Vov.vn
()
(9)
20 Tinhte.vn
()
10 Dantri.com.vn
Vuigame.vn (4)
1.832
1.465
Unigame.vn (2)
1.367
1.262
Gamevui.com (6)
1.171
Ongame.vn (7)
1.004
Sohagame.vn ()
999
King.com ()
916
Trochoiviet.com (8)
901
10
Musinhmenh.com ()
863
Vietnam
Social network sites
Site
Unique visitors
(000)
Reach
Facebook.com
12,150
72.4%
ZingMe
6,160
36.7%
Kenhsinhvien.net
2,242
13.4%
Diendanbaclieu.net
2,066
12.3%
Tuyensinh247.com
1,758
10.5%
Social networking:
penetration and profile
3D 2012 showed that social network penetration
increased tremendously since 2010: from 38% of
all internet users in 2010, to 88% in 2013, rising
to 92% amongst the 15-24 age group.
Gender*
Male
Female
49%
51%
48.3
8.5
Age 35-45
58.7
68.1
15.7
Age 25-34
82.3
39.0
Age 15-24
Age*
82.4
92.3
20
40
Penetration 2010
60
80
Penetration 2012
Age 15-24
18%
100
48%
34%
Age 25-34
Age 35-45
Penetration 2013
Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months of whom
1,477 have a profile on a social network site
Age distribution
3%
6%
11%
52%
25%
Gender distribution
15-24
25-34
35-44
45-54
55+
Male
Female
46%
54%
Source: Comscore 2013 based on July 2013, *VNNIC for Nov 2012
1%
Age distribution
5% 1%
25%
21%
Gender distribution
13-17
18-24
25-34
47%
35-44
Males
43%
57%
Females
45-54
Name
Local Fans
Zing mp3
1.066.205
ChonMua
866.397
Eway.vn
859.764
Lazada Vietnam
600.332
471.137
424.263
Axe Vietnam
399.338
Heineken
395.404
387.709
10
Appstore.vn
365.891
Page
Local Fans
2.244.804
2.237.953
Vo Hoai Linh
1.557.491
Cuoi Vo Bung
1.310.010
Nhat Ky
1.181.257
1.114.051
1.107.357
Zing mp3
1.066.205
10
1.047.725
10.811.342
Vietnam
Online video
26
25
11
10
21
27
26
36
80%
70%
60%
12
12
11
10
50%
40%
32
33
31
31
10
31
30%
35
20%
10%
23
25
28
21
23
9
0%
All 15-45
At least once a day
Males
Females
Source: 3D 2013
Age 15-24
Age 25-34
Less often
Age 35+
Never
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
35
31
30
70
25
60
20
50
40
16
12
15
36
30
10
5
63
20
10
1
0
Source: 3D 2013
11
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
76
60
36
40
20
16
11
4 6
2 3
1 2
1 2
0 2
0 1
Visited in P7D
Source: 3D 2013
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
41
40
23
20
18
13
13
12
12
11
10
10
Source: 3D 2013
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
15
15
14
14
12
11
10
Source: 3D 2013
Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
Vietnam
Telephone subscribers
160
140
120
100
80
110.0
60
117.6
118.7
120.7
120.9
120.7
120.9
121.7
67.2
40
20
111.6
35.2
8.5
6.9
18.6
8.9
11.7
14.1
15.6
14.4
15.5
15.3
15.2
15.0
15.0
14.9
14.9
2005
Dec
2006
Dec
2007
Dec
2008
Dec
2009
Dec
2010
Dec
2011
Dec
2012
Mar
2012
Jun
2012
Sep
2012
Oct
2012
Nov
2012
Dec
Desk telephone
Mobile
2%
6%
818082
7%
Smartphone
70
60
50
20%
15-17
18-24
25-29
30-34
35-45
65%
40
1%
30
1%
20
1515
13
10
11
0
0
One
Two
3 2 3 3
Three
2 1 1 2
Four or
more
Android
19%
3%
7%
iOS
45%
Simbian OS
Windows OS
RIM
24%
Other OS
Don't know
Source: 3D 2013 Base: 2,970 urban adults aged 15-45 of which 2,733 currently own a mobile
phone and 784 have a smartphone or dont know their type of phone
% 3G
1%
Mobifone
39%
27%
Vinaphone
Vietnamobile
Beeline
27%
Vietnamobile
Viettel
S-Fone
100
8
Viettel
91
S-Fone
90
0
Beeline
85
15
Mobifone
100
90
8
Vinaphone
% Prepaid
20
85
40
60
80
100
30% of mobile
users in Vietnam
has a Smartphone
62% of smartphone users has accessed the internet on their
smartphone in the last 30 days
31% of smartphone users has used apps, with a median of
6 apps regularly used
7% of smartphone users has used Location-Based-Services
(LBS) in the last 30 days
2
2
1
4
4
8
14
50
40
30
20
10
0
58
Sharp
Sagem
Philips
Panasonic
Nec
Hitachi
Siemens
Black Berry
Motorola
Iphone
Sony Ericsson
LG
Other
Samsung
Nokia
Source: TNS Target Group Index 2011 Base: 5,096 urban adults age 15-54
16.9
16.1
14.0
12.0
10.0
8.0
11.3
9.9
7.4
5.5
6.0
4.0
5.1 4.6
3.8 3.4
2.0
0.7
1.7
0.7 1.2
2.1 1.9
0.3 0.8
0.0
Yes on computer
M 15-24
M 25-34
F 25-34
F 35-45
Vietnam
Advertising revenue
0%
4%
80%
Newspapers
Radio
TV
Magazine
Internet
In millions $
10%
4.2
2.8
2.1
2.1
2.1
1.6
1.5
1.4
1.3
1.1
*Excluding OOH
Spending on display
advertising is still a relatively
small share (4%) of the overall
advertising spend, but growing