Vietnam Digital Landscape

2013 current

Last updated 16 September 2013

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

Sources: CIA Factbook, September 2013,

VNNIC, for Nov 2012
Headline profile changes from the 2009
Census
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.

80 80
70 70
+ 3.7%
60 60
50 +11.8% 50
+13.2%
40 1999 40 1999
2009 2009
30 30 +40.7%
20 20
10 10
0 0
Female Male Urban Rural

Source: Government Statistics Office of Vietnam - Census Date: 1 Apr 2009

Vietnam’s population is excitingly young
Latest population
6% 65+ estimates (July 2013)
45-64 show 92.477m,
100 17% comprising 46.272m
90 35-44 females and 46.205m
80 15% 25-34 males
70 15-24
60 17%
0-14
50
20%
40
30
20 25%
10
0
% of total population

Vietnam’s median age is currently 28.7 years

Source: CIA website July 2013

% of Provincial Population Urban

Over 65% 3 provinces*

41 – 64% 7 provinces**
30 – 40% 7 provinces
17 – 29% 24 provinces
0 – 16% 22 provinces
*The municipalities of Da Nang, HCMC and Can Tho
**Includes the municipalities of Hanoi and Hai Phong

Latest population estimates for 2012 show 88.78m population, of whom

28.36m are classified as living in urban areas (31.9% of total population), a
rise of 6.94% since 2010. 60.41m
live in rural areas, a net zero change since 2010.

Unemployment rate* reduced to 1.99% (2011 = 2.27%).

*within labour age group; urban 3.2% and rural 1.4%.

Source: Government Statistics Office of Vietnam

Shift in Media usage 2010 – 2013

2012 2013

16
16 49 FTA TV
135 Internet
39 48
124 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
 Internet Penetration in South East Asia
(Japan 79%))
(Taiwan 69%)
(China 40%) Vietnam has one of
Excl. Hong Kong (68%) the fastest growing
Myanmar 1% and highest
penetration of
Laos 8%
Internet Users in
Thailand 36% South East Asia.
Vietnam 35.6%*
All Asia = 27.5%
Cambodia 16% Philippines 32%
All Europe = 63.2%
Malaysia 61% N. America = 78.6%
Singapore 75%
Australia = 88.8%
Brunei 78%
Vietnam reached:
10% in Sep 2005
20% in July 2007
30% in Sep 2010 Indonesia 22%

Source world comparison: Internet World Statistics (IWS)

Source SE Asia comparison: We Are Social, Mar 2013
* Vietnam source: VNNIC for November2012
Internet Usage Penetration of Vietnam
population
Yr End No. of Users % YoY
40 % of population Totals growth
35 35.1 2003 3,098,007
31.1
30
2004 6,345,049 +105%
26.6
25 24.4
22.0 2005 10,710,980 + 69%
20
17.7 2006 14,683,783 + 37%
15
12.9
2007 18,551,409 + 26%
10
7.7
5 2008 20,834,401 + 12%
3.8
0 2009 22,779,887 + 9%
2003 2004 2005 2006 2007 2008 2009 2010 2011
Dec Dec Dec Dec Dec Dec Dec Dec Dec 2010 26,784,035 +18%
November 2012: 31,304,211 users =
2011 30,552,417 +14%
35.6% penetration (+2.6% YoY)

Source: VNNIC for Nov 2012

 Growth in Internet and Broadband user
numbers The GSO and VNNIC have stopped publishing monthly
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
26.47 26.57 26.73 26.88 26.98
15.00 23.14
19.81
18.78
10.00 17.26
14.16
5.00 10.50

2.97 3.64 4.08 4.29 4.30 4.31 4.33

0.52 1.29 2.05
0.00 0.21
2005 2006 2007 2008 2009 2010 2011 2012 2012 2012 2012
Dec Dec Dec Dec Dec Dec Dec Mar Jun Sep Nov

Broadband subscribers Other users

Source: VNNIC for November 2012,

Vietnam Telecommunications Authority (VNTA) for July 2013
 Broadband Internet Subscribers 2013
Of 4,880,428 broadband subscribers as of July 2013,
89% were accessing through xDSL Broadband,
5% through Fiber-to-the-home (FTTH) optical cable,
4% through cable TV [of whom SCTV 67% CMC 33%]
Millions and 3% through leased line.
6 % market share
4.8

2.4 2.0 1.6

4.1 4.3 VNPT
3.6
4
FPT
3.0 9.3
2.0
2 Viettel
1.3 27.3 57.4 SCTV
0 0.5
2006 2007 2008 2009 2010 2011 2012 2013 CMC
Dec Dec Dec Dec Dec Dec Dec Jul
Telecom
Broadband subscribers Others

Source: Vietnam Telecommunications Authority (VNTA)

 Profile of urban Internet users
age 15-45 Occupation of Internet users
100%
6% Student
90% 19 8%
29 Employed -
80% 30% professional/office
Employed - other
14 25%
70% Housewife
16 31%
60% 35-45 Unemployed
20
50% 30-34
19 25-29
40% SEC of Internet users
25 20-24
(Index compared to total urban popn.)
30% 15-19
20
2%
20% 10% A (123)
10% 22 B (112)
16 27%
0% C (98)
24%
Urban Popn Internet D (59)
Users
37% E (51)
Average age: 29.1 26.7

Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
Profile of urban Internet users
by age and gender

Gender of Internet users Gender profile of internet users per age group

%
100

49% Male 80 49 51 51
51%
Female 60

40
51 49 49
20

0
Age 15-24 Age 25-34 Age 35-45

Male Female

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)
Total Age 15-24 Age 25-34 Age 35-45
%100 94 92
88
84 85
79 81 79
80
70 70 72
65
58 58 59
60 54 53 52
47
42
38
40
28 30
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
Average time and frequency spent
online by age
Internet usage continues to increase, with an Frequency use Internet
average of 97 minutes a day in 2008, to 129 All 15-45 70 14 11 41
minutes a day in 2010, and 133 minutes a day in
2012, and a bit down to 129 minutes a day in 15-24 72 14 9 41
2013
Minutes per average day 25-34 70 13 12 41
160
141 35-45 61 16 18 32
140 135
130
123
120 114 115
0 50 100
100
Everyday 4-6 days a week
80 2-3 days a week Once a week
60 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
 When & where access Internet
% 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)
%
100 Where access the internet When usually use internet
90 86 %
85
80 45 40
70 Weekdays 40
35
60 Weekends 29
30
50 24
38 25
40 19 18
20 15 16
30 15
20 14 17 17 15 13 14 10
7 98 911
10 34 43 24 5 3
11 1
0 0

Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months
Vietnam
Online activities
 Online activities Age 15-24
100%
6
90% 6 17 17
23 25
28 32 31 33
80% 4 40 42 38
10 45 46
29 49
11 54
70% 22 9 12 62 64
10
60% 13 14
28
27 14 17
50% 28 28 16
17 10 18
27 31
40% 28 10
28 9
30% 59 26 30 10
57 18 20 25
45 24
20% 39 15
35 35 15
28 28 25
10% 18 18 18 16 16 15 14 12 11
0%

Frequently Sometimes Rarely Never

Source: 3D 2013 Base: 771 adults aged 15-24 who used internet in last 3 months
Online activities Age 25-34
100
15
90 20 23 21
26
31
80 10 41 37 39
6 43 46 42 45 45
8 50 48
6 11 53
70
6
24 73
60 29
11 70
25 24 31 14
50 22 16 14
16 16 15 14
11 16
40 12
20 36
30 20 31 29
20 23 26
50 21 29 5
46 43 42 23
20 41 40 10
10
10 23 21 19 16 16 16 15 14 14 12 12 14
11
0

Frequently Sometimes Rarely Never

Source: 3D 2013 Base: 651 adults aged 25-34 who used internet in last 3 months
Online activities Age 35-45
100
90
31 29 29
37
80 37
53 52 50 54 54
70 59 56 59
6 61 62 63 65
8 9 67
60 78
8 11
16 21 24
50
17 12
40 22 10 12 12 12
7 13
11 15 12 8
30 13 16 17 20 11 12
15 18
45 25
20 41 41 37 16 14 14 21
31 10
17 18
10 21 21 19 18 16 16 9
12 12 12 9 8 5 5 3
0

Frequently Sometimes Rarely Never

Source: 3D 2013 Base: 390 adults aged 35-45 who used internet in last 3 months
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

Top Online Interests

# Unique Visitors % Reach

(000)
1 Search/Navigation 15,367 91.6
2 Portals 15,028 89.6
3 Social Networking 14,589 86.9
4 Multimedia 13,875 82.7
5 General News 12,943 77.1
6 Entertainment - Music 12,314 73.4
7 Newspapers 11,338 67.6
8 Entertainment – News 10,569 63.0
9 Downloads 10,408 62.0
10 Online Gaming 10,279 61.3

Note: ComScore only measures internet usage at

home and at work and does not include internet
usage on mobile phones and in internet cafes.

Source: Comscore July 2013

Top Online Interests

# Unique Visitors % Reach

(000)
11 Entertainment – Movies 10,246 61.1
12 Email 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

Note: ComScore only measures internet usage

at home and at work and does not include
internet usage on mobile phones

Source: Comscore July 2013

Vietnam
Leading websites
Number of VN website domains July 2013
Of the 413,419 registered dot.vn
website domains, 250,692 are
currently active
400 396
358
300
261

200 181
133
100 60 83
9 14 35

0
2004 2005
2006 2007
2008 2009
2010 2011
2012 2013

Active Total

Source: VNNIC for July 2013

Leading websites in Vietnam – Sep 2013

1 Google.com.vn (1) 11 Blogspot.com (11)

2 Facebook.com (2) 12 Haivl.com (14)
3 Google.com (3) 13 Vatgia.com (13)
4 Youtube.com (4) 14 Kenh14.vn (12)
5 Zing.vn (5) 15 Qtrax.com (…)
6 Vnexpress.net (6) 16 Ngoisao.net (16)
7 Cococ.com (…) 17 Giaoduc.net.vn (15)
8 24h.com.vn (7) 18 Soha.vn (19)
9 Yahoo.com (8) 19 Vov.vn (…)
10 Dantri.com.vn (9) 20 Tinhte.vn (…)
Based on the last month’s average daily traffic (previous month’s ranking in brackets)

Source: Alexa 04/09/2013

Most popular online gaming websites
Rank Online Gaming websites Unique visitors (000)
1 Vuigame.vn (4) 1.832
2 Yahoo! Games (3) 1.465
3 Unigame.vn (2) 1.367
4 Zing Play (5) 1.262
5 Gamevui.com (6) 1.171
6 Ongame.vn (7) 1.004
7 Sohagame.vn (…) 999

8 King.com (…) 916

9 Trochoiviet.com (8) 901
10 Musinhmenh.com (…) 863
Note: ComScore only
measures internet usage at
In total 10,279,000 unique visitors play online games home and at work and does
not include usage on mobile
(previous month’s ranking in brackets) phones or in internet cafes.

Source: Comscore 2013 based on July

Vietnam
Social network sites
Social Network sites had 14.5mil unique
users in the last month

Rank Site Unique visitors Reach

(000)
1 Facebook.com 12,150 72.4%
2 ZingMe 6,160 36.7%
3 Kenhsinhvien.net 2,242 13.4%
4 Diendanbaclieu.net 2,066 12.3%
5 Tuyensinh247.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

Social networking:
penetration and profile
3D 2012 showed that social network penetration Gender*
increased tremendously since 2010: from 38% of
all internet users in 2010, to 88% in 2013, rising
Male
to 92% amongst the 15-24 age group.
49% Female
51%

8.5 48.3
Age 35-45
58.7
15.7 68.1
Age 25-34
82.3 Age*
39.0 82.4 Age 15-24
Age 15-24
92.3 18%
48% Age 25-34
0 20 40 60 80 100
Penetration 2010 Penetration 2012 % 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
Zing Me users in Vietnam

6,2 million Zing Me ‘unique visitors’ in Vietnam

• Zing Me penetration of total population: 6.9%
• Zing Me penetration of internet users: 21.5%*

Age distribution Gender distribution

3%
6% 15-24 Male
25-34 Female
11%
35-44
52% 46% 54%
45-54
25% 55+

Note: ‘unique visitors’

should not be confused
with profile members.

Source: Comscore 2013 based on July 2013, *VNNIC for Nov 2012
Facebook users in Vietnam

12,150,000** Facebook users in Vietnam

• Facebook penetration total population: 13.1%**
• Facebook penetration internet users: 34%*
• In the past month the total of FB users in Vietnam has increased by
31.5%, which makes VN world’s #16 in FB user growth rate.

Age distribution Gender distribution

5% 1%
1% 13-17
18-24
21%
25-34 43% Males
25%
35-44 57% Females
47%
45-54
55+

Source: **Comscore 2013 based on July, *VNNIC for Nov 2012

Note * * social bakers do not public a number of Facebook users
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
1 Facebook for Every Phone 10.811.342
2 Qua Tang Cuoc Song 2.244.804
3 Goc Thu Gian 2.237.953
4 Vo Hoai Linh 1.557.491
5 Cuoi Vo Bung 1.310.010
6 Nhat Ky 1.181.257
7 Hoc Nhung Nguoi Thich Doc Tin 24h 1.114.051
8 Hoc Tieng Anh Mien Phi 1.107.357
9 Zing mp3 1.066.205
10 Hay Noi Nhung Loi Yeu Thuong 1.047.725

Source: Socialbakers 30/08/2013

Vietnam
Online video
Frequency to watch Online videos

100%
90% 21
26 25 27 26
80% 36
12
70% 11 10 11
12
7 8
60% 8 9 10
9
50% 10
33 31
40% 32 31
31
30%
35
20%
23 25 28 23
10% 21
9
0%
All 15-45 Males Females Age 15-24 Age 25-34 Age 35+

At least once a day 2-6 days a week At least once a month Less often Never

Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
 Watch online videos – time slots &
devices
1.30 hrs/week to watch TV online
1.41 hrs/week to watch videos online
35

30 31
70
63
25 60

20 50

12 16 40 36
15
30
10
20
3 4 6 11
5 10 7
1 2 2 2
0 0 0

Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
Websites to watch online videos

100
85
80 76 Adults claimed length of video clips they
usually watch online is around 9.2 min.
60

40 36

20 16
11
4 4 6 2 3 1
6
1 2 1 2 0 2 0 1
0

Most often used Visited in P7D

Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
Types of video clips watched online by
User-generated content

60

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
Types of video clips watched online by
Professional-generated content

60
49

40

26

20 15 15 14 14 12 11 10 9

Source: 3D 2013 Base 2,970 adults aged 15-45 of whom 1,351 adults watched videos online
Vietnam
Telephone subscribers
 Total telephone subscribers to Dec 2012
Total new subscribers YTD = 12.5m mobile and 16.5k fixed desk phones

This chart shows the GSO’s latest total market estimates

compared with the implied revised figure for 12 months’
previous (currently up by 3%).
160 Note: new method of counting number of mobile subscriptions was introduced
by the GSO in May 2011 and back-dated to 2010.
140
120
100
80 111.6 118.7 120.7 120.9 120.7 120.9 121.7
110.0 117.6
60
67.2
40
35.2
20 18.6
8.5 14.1 15.6 14.4 15.5 15.3 15.2 15.0 15.0 14.9 14.9
6.9 8.9 11.7
0
2005 2006 2007 2008 2009 2010 2011 2012 2012 2012 2012 2012 2012
Dec Dec Dec Dec Dec Dec Dec Mar Jun Sep Oct Nov Dec
Desk telephone Mobile

Source: Vietnam Ministry of Information and Communications (MIC) / GSO

Note * GSO didn’t update their numbers this month, so numbers are still from
December
 93% of urban adults has a mobile phone
2% Type of mobile phone
6%
% Number of SIM cards in use 7% Standard mobile phone
90 Smartphone
83 84
81 80 82
80 I have/use both types
15-17 20%
70 18-24 65% I dont know what type
my phone is
60 25-29 I dont have a mobile
30-34 phone
50 35-45
40 Operating System of smartphone
30 1% Android
1% 19% iOS
20 15 15
13 3% Simbian OS
9
11 45%
10 7% Windows OS
3 2 3 3 2 1 1 2
0 0
0 RIM
One Two Three Four or 24% Other OS
more 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 don’t know their type of phone
Service Provider and 3G market share

% Market Share % 3G % Prepaid

1% Vietnamobile 4
100
3% 3%
Viettel Viettel 8
91
Mobifone 100
S-Fone 90
39% Vinaphone
27%
Beeline 0
Vietnamobile 90
Beeline Vinaphone 8
85
27% S-Fone 15
Mobifone 85

0 20 40 60 80 100

Early uptake of 3G services was In Q1 2012 Vietnam had 15.5mil 3G

encouraging (8mil by mid-2011),
but the rate of growth has been
slower than expected.
connections (+14% YoY). However, the
overall market has grown by 20%, reaching
141.6mil connections in Q1. 3G now accounts
for 11% of the market (12% in 2011).

Source: Wireless Intelligence Q1 2012

Smartphone users in Vietnam

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 app’s, with a median of

6 app’s regularly used

• 7% of smartphone users has used Location-Based-Services

(LBS) in the last 30 days

Source: Nielsen, June 2012

Mobile Phone Brands used
Urban sample aged 15-54

100
1 Sharp
90 2 Sagem
2 4
4 Philips
80
8 Panasonic
70 Nec
14 Hitachi
60
Siemens
50 Black Berry
40 Motorola
Iphone
30 58 Sony Ericsson
20 LG
Other
10 Samsung
0 Nokia

Source: TNS Target Group Index 2011 Base: 5,096 urban adults age 15-54
 Watched Live TV on computer,
Mobile or iPad/ tablet
%
18.0 16.9
Watching Live TV on a computer or mobile phone, or
16.1 iPad/ tablet is increasing: penetration has increased
16.0 from 15% in 2010 to 19% in 2012 , and to 22% in 2013
14.0
Overall looking, in every age group more males than
12.0 11.3
females have watched TV on a computer, mobile
9.9
10.0 phone, or iPad/ tablet.
8.0 7.4

6.0 5.5 5.1 4.6

3.8 3.4
4.0
1.7 2.1 1.9
2.0 0.7 0.7 1.2 0.3 0.8
0.0
Yes on computer Yes on mobile phone Yes on iPad/ tablet

M 15-24 F 15-24 M 25-34 F 25-34 M 35-45 F 35-45

Source: 3D 2013 Base: 2,970 adults aged 15-45

Vietnam
Advertising revenue
Online advertising expenditure
Share of advertising 10 biggest spending sectors
expenditure*
online (Apr 2010-March 2011)

6% 0% 4.5 4.2

In millions $
10%
4% 4
3.5
3 2.8
2.5 2.1 2.1 2.1
2 1.6 1.5 1.4
1.5 1.3 1.1
80%
1
0.5
0
Newspapers Magazine
Radio Internet
TV *Excluding OOH

Spending on display
advertising is still a relatively
small share (4%) of the overall
advertising spend, but growing

Source: Kantar Media Net Insights Report 2011