Vietnam's digital trends 2017
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Vietnam has experienced rapid growth and adoption of digital technologies over the past four years. 1) Smartphones, tablets, laptops, and smart TVs have exploded in popularity as consumers crave connectivity and access to information and entertainment. 2) Smartphones have become the dominant digital platform and are converging to fulfill various roles, with their use expected to continue growing significantly. 3) Mobile phones and social media have surpassed television as the main sources of information for Vietnamese consumers, demonstrating the rise of digital platforms.
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Vietnam's digital trends 2017
- 2. 41 54 60 81 84 86 4 11 42 37 58 31 Smart TV iPad /Tablet Desktop Laptop Home WIFI Smartphone Digital Ownership 2013 2016 TREND 1: URBAN EXPLOSION OF DIGITAL In a short four years, all that is smart / communications driven has exploded. Consumers are craving connectivity / info / entertainment via personalized gadgets…
- 3. TREND 2: PURCHASING FOR SELF FULLFILLMENT “CONFIDENCE” All things that give pleasure for work, rest and play are now key purchase items 82% 47% 42% 40% 14% 12% 7% 5% Smartphone Laptop Motorbike Smart TV House Apartment New Car Used car
- 4. TREND 3: SMARTPHONE CONVERGENCE AS EVERYTHING DEVICE 51 52 53 54 55 56 32 38 43 48 53 56 29 32 35 38 42 46 2015 2016 2017 2018 2019 2020 INTERNET SMARTPHONE PC Vietnam embraces all things digital, as witnessed by past and forecasted growth. In a short 4 years, Mobile looks to converge with all things digital at the key digital platform in Vietnam Millions of USERS 2020 62 Million
- 5. TREND 4: TV DOWN, MOBILE & SOCIAL AS KEY INFO SOURCE UP Mobile as a source of Information, mixed with Social media, has seen the highest growth, dictating a viral solution which should reach about almost a high percentage of audiences . 90% 33% 20% 44% 30% Q1'15 Q3'15 Q2'16 Q4'16 TV Newspaper/Magazine Social media (Facebook, YouTube) Mobile phone Internet/Online 89% 65% 34% TV
- 6. TREND 5: DIGITAL TIME CONSUMPTION UP Most popular daily activity (%) Major shift in consumers activities where 1/3rd of all free time is spend on devices in both urban and rural Vietnam. 2% 9% 12% 21% 24% 27% 48% 57% 4% 9% 14% 20% 24% 18% 51% 60%Hanging out with family Using Smart Phone Going out with friends Using Laptop / PC Playing sports / exercise Watching TV Listening to music Others
- 7. TREND 6: SOCIAL PLATFORMS AS KEY COMMUNITION MEANS TOP SOCIAL PLATFORMS % 6 9 9 10 11 15 20 25 25 29 WHATSAPP INSTARAM TWITTER LINE VIBER SKYPE GOOGLE + ZALO FB MESSENGER FACEBOOK SOCIAL MESSENGER USER PROFILE 35 million users in Vietnam Anonymous communications, blogs and marketing feedback # 1watched channel In Vietnam
- 8. TREND 7: ECOMMERCE PURCHASE BEHAVIOR FUNNEL BEHAVIOR 23% 32% 37% 45% Purchase via SMARTPHONE Purchase via PC On-line Purchase On-line Search Very high correlation to search and purchase, over 60% urban have purchased in last 3 months PAST 30 DAYS
- 9. KEY DIGITAL INSIGHTS Smartphones are already the #1 digital device in urban Vietnam, with rural to follow, thus communications and marketing need to catch up to reality and will become the number platform nation wide by 2020 Personal SELF FULLFILLMENT driven by consumer “CONFIDENCE” the and convenience of digital is driving purchasing as well as debt culture 1 3 2 We don’t even know what is does yet? In Vietnam, Social platforms have become a daily means of communications 4 Digital is redefining consumer product awareness & shopping behavior
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