Vietnamese social media and online ads 2019

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Overview

Social media is the information hub for Vietnamese

and many brands take it as the trigger to promote
their products. This survey reveals the current
consumer behaviors as to online / social medias as
well as consumers’ reactions to their marketing

This survey was conducted among 860 samples of

18-47 years old in May 2019.
Accessibility to use social media
 Media consumption ratio trend (by length)
2016 2019

Others
Others 8%
15%
TV, 20%
TV, 24%

Internet Internet
(Mobile) (Mobile)
27% 42%
Internet
Internet (PC)
(PC) 30%
35%

Mobile internet account for 42% of media access and more than the time spent
for PC
Q. How long do you access to the following media in a day? (Excluding the time spent for job) Please put the average of the past 7 days.
 Device type to access internet
2016 2019
77% 92%

64% 79%
66%
50%

33% 40%
26% 37%

13%
8% 6% 9% 6%
2%
Smartphone Note PC Desktop PC Tablet
Smartphone Note PC Desktop PC Tablet
Device in use Device in use the most
Device in use Device in use the most

92% used smartphone to access internet in 2019 compare with 77% of 2016

Q. Please choose all the devices that you use to access to internet personally
Please choose the device that you use the most to access to internet personally
 Motivations to use SNS
Social networks are for the communication with
family and friends, as well as getting information
Others 1%

Co-ordinate events 3%

Provide reviews or opinions 7%

Find potential dates 7%

Follow celebrities 9%

Follow brands or business 11%

Play games 13%

Share photographs and videos 26%

Meet new friends 30%

Find out entertainment news 39%

Get information on news and events 48%

Catch up with family and friends 76%

Q. What are the main reasons that you use social network (up to 3) (N=860)
Social media popularity
 Social services in use
2016 2019
LinkedIn 10% SnapChat 11%
SnapChat 11% WhatsApp 14%
WhatsApp 13% LinkedIn 14%
Twitter 18% LINE 15%
Instagram 24%
Twitter 21%
LINE 25%
Viber 26%
Yahoo! 26%
Zing Me 32%
Viber 30%
Skype 35%
Skype 32%
Zing Me 39% Instagram 39%
Zalo 72% Zalo 90%
Messenger 89% Messenger 91%

Messenger and Zalo are the two most popular social media / chat service in
Vietnam
Q. What of the following social media are you currently using?
 Trusted information source

Family 65% Friends 63% TV Program 39%

TVCF 40% Youtube 25% Internet Ad 21%

Q. Please choose the media that you find it more trustworthy when an ad appears (5 = most trustworthy) (N=860)
 Popular social content
2016 2019
10% 9% 7% 11% 9% 12%
15% 15% 19%
27% 10% 11% 12%
13% 15%
18% 21%
20%
21%
22% 32% 37% 32% 38%
31% 29% 27% 39%
26%
30% 30%
19% 19% 27% 28%
20% 17% 26%
24%
12%
17% 21% 20% 17% 19% 17% 16%
9% 14% 10%
Contents with Contents with Contents with Contents with Contents with Contents with Contents with Contents with Contents with Contents with
video celebrity Game Q&A infographics video celebrity Game Q&A infographics

5 4 3 2 1 5 4 3 2 1

Content with video is the most popular content followed by celebrity and
gamification
Q. Please choose the types of Facebook posts from the brand page that you will like on the scale from 1 to 5 (1 - dislike, 5 - like)
 Followers of brand Facebook page
Number of “likes” to brand pages Reasons of “likes”

Receive latest product

10% 10% information 56%

Receive event information 40%

17%
22% Discounts / Coupon
Average: 38%
opportunities
35 brands
I simply like the brand 35%

21% Receive useful tips 28%

20%
Give-aways / Lucky draw
opportuities 26%

More than 100 50-100 20-50 10-20 1-10 Do not like any pages Receive company information 23%

Vietnamese follows “35 brand pages” in average

Q. How many corporate page on Facebook do you “like”? (N=860) / What are the main reasons that you like/follow the brand page? (N=778)
Online advertisement popularity
 Advertisement effectiveness
Clicked the ads (in last 7 days) Purchased items after seeing the ads

36%
43%
51%
59%

64%
57%
49%
41%

2016 2019 2016 2019

The percentage of people who clicked ads and purchased slightly increase in
2019
Q. Have you clicked any of internet or Facebook ads in past 7 days?
Have you purchased something after looking at internet ads in last 3 month?
 Popular online channels to view ads
2016
53%
2019
49%

42%

31%

20% 20%
18% 19% 18% 18%
17% 16% 15%

Facebook Youtube On mobile Other internet site Other social media Other video site Messenger
applications

Facebook and Youtube are still dominant channels to click the ads. The likeness to click
the ads of Youtube in 2019 is higher than 2016

Q. Which channels would you be likely to click the ads?

 Types of ads to click
7% 7% 7% 8% 9% 11% 10% 12%
8% 9% 7% 18% 24%
10% 12% 11% 15% 16%
25% 25% 28% 21%
31% 20%
35% 34%
38%
43%
33% 32% 32% 36% 33%
31%
27% 26%
21%
19% 18%
26% 26% 25% 16%
20% 17% 18% 16% 10% 7% 7%
Product / Good Impressive Fun Ads from Ads with Ads with Ads from Ads with Ads that
services promotion / content content well known good celebrities big video are
match my discount brands sounds company repeated
interest often
Very likely to click Likely to click Average Unlikely to click Never clicks

Content interest or price incentive are the good triggers to have consumers react

Q. Please rate your willingness to click, in case that the ads are following (1 - unlikely to click, 5 - likely to click) (N=860)
 Click experiences and reasons
Experiences of clicking the ads Reasons for clicks
(in last 7 days)
As products match my interest 45%

15%
As it looks impressive 40%

As it looks funny 30%

As I have to see the ads to see

20% 28%
my favorite content
64%
As I like the brand 28%

As it has good promotion 27%

By mistake 24%
Yes No I do not remember

In addition to the content excitement, some are forced to see the ads to see
their favorite contents
Q. Have you clicked any of internet or Facebook ads in past 7 days? (N=860) / Please choose a reason why you clicked on the ad? (only
those who clicks) (N=553)
 Click experiences and reasons
Experiences of shopping online after Items to buy
seeing ads
Fashion 53%

20% Cosmetics 36%

Food and beverages 32%

39%
IT / Mobile phones 31%

Books 25%

41%
Kitchen / home appliances 22%

Sport / Fitness 17%

Yes No I do not remember

In addition to the content excitement, some are forced to see the ads to see
their favorite contents
Q. Have you purchased something after looking at internet ads in last 3 month? (N=860) / What are the categories that you have purchased?
(N=419)
Reluctance against online advertisement
 Attitudes toward online ads
Majority feel there are too many ads and feel uncomfortable with it

There are too many ads on I immediately close online I feel irritated with too many
internet pop-up ads online ads

83% 80%

Q. Please choose what is applicable to your opinion about internet/ Facebook ads? (N=860)
Occasions to get irritated by ads
(Unexpected) Pop-up ads are the most irritating ads

Unexpected pop-up when browsing

55%
contents

Too much repeating 12%

Promotiong products that does not

6%
match my interests

Ads are always irritating 4%

Boring ads 4%

Others 12%

Q. Please share us what kind of occasion was that when you felt irritated.
(N=860)
 Reaction to the video ads
More than half users tend to click it immediately, unless
they find the content interesting

Usual actions when ads are on video

I see minimum duration then click 40%

I tend to see minimum duration unless

content is interesting 29%

I close the browser 14%

I tend to see entire ads unless it is boring 12%

I tend to see the entire ads 5%

Q. Please share us what kind of occasion was that when you felt irritated.
(N=860)
 Experiences of removing Facebook ”Likes”
Experiences of removing “likes” Reasons for the removals

11% Posts are different from my

13% 49%
interests

Too much commercial factors 48%

24% Post of low-qualities 45%

52% Pots frequency are very few 30%

Post have very few likes 21%

When i feel interactions are

Often do it Sometimes do it 12%
with separate profiles
Have done it before Never

63% removes “likes” from brands occasionally, especially due to the

unmatching of the contents
Q. Have you ever removed your "like" of corporate Facebook page? (N=773) / What are the reasons that you removed "like"? (N=773)
Respondent profile (N=860)
This survey was conducted among 860 people from the age of 18 - 47 years
old in May 2019.
Gender Age

35-47,
13%

18-25,
Male, 42%
48%
Female,
53% 26-34,
45%
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Average score 73%

in the industry
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