VIETNAM DIGITAL LANDSCAPE 2015 BY MOORE CORPORATION

VIETNAM DIGITAL LANDSCAPE 2015 BY MOORE CORPORATION

TABLE OF CONTENT [1] VIETNAM IN A GLOBAL CONTEXT [2] VIETNAM DIGITAL MARKET OVERVIEW [3] ONLINE POPULATION DEMOGRAPHIC [4] VIETNAM INTERNET USER BEHAVIOR [5] VIETNAM MOBILE [6] VIETNAM SOCIAL NETWORK [7] VIETNAM E-COMMERCE [8] APPENDIX 1

01 VIETNAM IN GLOBAL CONTEXT 2

In the world: Population: 14 th GDP Growth Rate: 2 nd Internet Penetration Rate: 39% In Asia: Internet Users: 7 th Digital Access Index: 0.31 Smartphone User: 15th 3

02 VIETNAM DIGITAL MARKETING OVERVIEW 4

NETIZEN OVERVIEW POPULATION POPULATION BY GENDER 50.4% 49.6% fvdvdvhe llo Nam Male Nữ Female POPULATION BY REGION 90,493,352 Total Population 31% Urban Rural 69% 5

NETIZEN OVERVIEW POPULATION 60-64 55-59 50-54 45-49 40-44 35-39 30-34 25-29 20-24 15-19 9--14 5--9 0-4 VIETNAM POPULATION STRUCTURE BY AGE 2.80% 4.20% 6.20% 6.80% 7.30% 7.60% 7.90% 8.50% 8.50% 9.20% 8.20% 7.90% 8.00% DIGITAL IMMIGRANT (42%) This older generation knew internet when they were an adult. They often feel the need of always learn to adapt with the new technologies DIGITAL NATIVE (58%) This younger generation born and live in the internet era. They tend to be trendleaders 6

Millions NETIZEN OVERVIEW CHANGES FROM 2005 TO 2014 140 VIETNAM CHANGES FROM 2005 TO 2014 128.6 120 100 80 82.4 90.9 60 40 39.8 2005 2014 20 12.9 15.8 0 POPULATION INTERNET USERS MOBILE SUBSCRIPTION Number of Internet Users increase more than 3 times and number of Mobile Subscription increase 8 times in 2014 when comparing with ones in 2005 7

Millions NETIZEN OVERVIEW INTERNET USERS VIETNAM INTERNET USERS 45 40 35 30 25 20 15 10 5-0.2 0.3% 3.3 4.0% 10.7 13.0% 17.7 14.7 21.0% 17.6% 22.8 20.8 26.5% 24.5% 30.6 26.8 34.8% 30.8% 39.8 34.9 36.1 43.8% 39.3% 40.2% 2000 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 60.0% 50.0% 40.0% 30.0% 20.0% 10.0% 0.0% The number of users Penetration rate of population-base 44% of Vietnam total population is Internet Users 8

OVERVIEW BY DEVICE WHICH DEVICE PEOPLE USE? Mobile Phone 93% Computer 44% Smartphone 36% Tablet 5% Internet TV 4% 0% 20% 40% 60% 80% 100% Mobile Phone continues to become the No.1 Device Base: Total Online and Offline Population, n = 1000 9

OVERVIEW TIME SPENDING ON DEVICE 69 MINUTES ON TV 169 MINUTES ON SMARTPHONE 160 MINUTES ON LAPTOP 69 MINUTES ON TABLET GLOBAL VIETNAM 113 MINUTES ON TV 168 MINUTES ON SMARTPHONE 108 MINUTES ON LAPTOP 50 MINUTES ON TABLET 10

OVERVIEW ADVERTISING REVENUE ESTIMATION VIETNAM ONLINE ADVERTISING REVENUES IN 2014 5% 3% 4% 11% 8% 42% Facebook Google Admicro FPT 24H VNG Other 27% 70% total online advertising revenue in Vietnam belongs to Google and Facebook Source: Moore Estimation 2014 11

03 ONLINE POPULATION DEMOGRAPHIC 12

DEMOGRAPHIC BY AGE VIETNAM INTERNET USERS BY AGE 95 Vietnam Internet Users is dominated by young generation in 15-35 years old. 70 35 18 15-24 25-34 35-49 50-64 % Internet Users Total Population by Age Base: Urban internet user 15 64, n=5800 13

DEMOGRAPHIC BY GENDER VIETNAM INTERNET USERS BY GENDER 57% 43% Male Female Base: Urban internet users 15-64, n=5800 14

04 VIETNAM INTERNET USERS BEHAVIOR 15

USER BEHAVIOR BEHAVIOR THROUGH DEVICE 35% 30% 25% 20% 15% 10% 5% 0% HOW DO PEOPLE GO ONLINE WITH DIFFERENT DEVICES? 31% 21% 21% Only via computer/tablet Only via Smartphone Via smartphone and computer/tablet equalty 11% Via smartphone more often than computer/tablet 3% Via computer/tablet more often than smartphone Base: Internet users (via computer, tablet or smartphone), n = 538 16

USER BEHAVIOR MEDIA ACTIVITIES DEVICE ACCESS BY TIME OF DAY 40% 35% 30% 25% 20% 15% 10% 5% 0% Before 9am 9am - Before 12pm 12pm - Before 2pm 2pm - Before 4pm 4pm - Before 6pm 6pm - Before 8pm 8pm - Before 10pm 10pm Onwards Desktop Laptop/Notebook Mobile Phone Tablet 8PM-10PM is peak time using Laptop and Mobile Phone Base: online consumers 16+, n=1026 17

USER BEHAVIOR ONLINE ACTIVITIES ONLINE ACTIVITIES BY TIME OF DAY 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Before 9am 9am - Before 12pm 12pm - Before 2pm 2pm - Before 4pm 4pm - Before 6pm 6pm - Before 8pm 8pm - Before 10pm 10pm Onwards Social Media Online News Online Video (+ Internet TV) Online Shopping Base: online consumers 16+, n=1026 18

USER BEHAVIOR ONLINE ACTIVITIES 100% ONLINE ACTIVITIES OF 15-24 YEARS OLD 90% 80% 70% 60% 50% 40% 30% 20% 10% Never Rarely Sometimes Frequently 0% Users in 15-24 years old spending more time on Social networking.. Base: Urban Internet User, n=2970 19

USER BEHAVIOR ONLINE ACTIVITIES 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% ONLINE ACTIVITIES OF 25-34 YEARS OLD Never Rarely Sometimes Frequently While users in 25-34 years old spending more time on communication and reading newspaper. Base: Urban Internet Users, n=2970 20

USER BEHAVIOR ONLINE ACTIVITIES ONLINE ACTIVITIES OF 35-45 YEARS OLD 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% Never Rarely Sometimes Frequently 0% Base: Urban Internet Users, n=2970 21

USER BEHAVIOR ONLINE VIDEO ACTIVITIES 100% 90% 80% 70% 91% WEEKLY ACCESS OF ONLINE VIDEO 2014 85% 83% 81% 67% 60% 56% 50% 40% 30% 20% 10% 0% Vietnam Philippines Thailand Indonesia Malaysia Singapore Vietnam has the highest percentage of internet users access in online video among Southeast Asia countries Base: online consumers 16+, n=1026 22

USER BEHAVIOR ONLINE VIDEO ACTIVITIES ONLINE VIDEO VIA MOBILE PHONE 2011-2014 60% 50% 40% 30% 20% 33% 37% 47% 48% 43% 2014 2011 10% 0% 5% 2% 3% 1% 0% 16-20 21-29 30-39 40-49 50+ Online Video accessed via mobile grown rapidly from 2011 to 2014 Base: online consumers 16+, n=1026 23

USER BEHAVIOR ONLINE VIDEO ACTIVITIES TYPES OF VIDEO CLIP WATCHED BY USER-GENERATED CONTENT 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% 41% 23% 18% 13% 13% 12% 12% 11% 10% 10% % urban Internet user 15-45 Music Video is the most favorite ones of User-generated content Base: Urban Internet Users, n=2970 24

USER BEHAVIOR ONLINE VIDEO ACTIVITIES TYPES OF SITES PEOPLE USED TO WATCH ONLINE VIDEO 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 87% An online video site/app 44% A social network 15% A news or magazine site/app 12% A catch-up TV player % of Internet user - Watched online video in the past week 8% Another type of site/app An online video site or app is used by most people when watch video online Base: Internet users Watched online video in the past week, n=3051 25

Mobile has driven an unprecedented behavioral and cultural shift, providing utility, information and connectivity at our fingertips 05 VIETNAM MOBILE 26

MOBILE MOBILE USER 120% PERCENTAGE OF SMARTPHONE USER 100% 80% 13% 13% 20% 25% 29% 48% 51% 60% 77% 82% 40% 87% 87% 80% 75% 71% 20% 0% 52% 49% 23% 18% SMARTPHONE NON-SMARTPHONE 52% Vietnamese Mobile Users use Smartphone Base: Mobile Users 27

Millions MOBILE 3G SUBSCRIPTION 35.0 VIETNAM 3G SUBSCRIPTION 25.0% 30.0 19.8% 21.4% 20.0% 25.0 15.9% 20.0 11.9% 15.0% 15.0 27.5 29.3 10.0% 10.0 5.0 15.7 19.7 5.0% - 2012 2013 2014 2015 Số 3G thuê Subscriptions bao 3G 3G % 3G trên Subscriptions tổng thuê bao over di động total subscriptions 0.0% 28

MOBILE MOBILE USER SMARTPHONE USERS BY GENDER 48% 52% MALE FEMALE Base: Smartphone Users, n=608 29

MOBILE MOBILE USER SMARTPHONE USERS BY AGE 70% 60% 62% 63% 50% 47% 40% 30% 27% 20% 10% 0% 16-24 25-34 35-44 45-64 Base: Smartphone Users, n=608 30

MOBILE MOBILE USER SMARTPHONE USERS BY SOCIO-ECONOMIC CLASSIFICATION (SEC) 80% 70% 72% 60% 50% 40% 50% 40% 42% 30% 20% 10% 0% SEC A SEC B SEC C SEC D-F Base: Smartphone Users, n=608 31

MOBILE OPERATING SYSTEM TOTAL MALE FEMALE 16-20 YEARS 21-29 YEARS 30-39 YEARS 40-49 YEARS BASE 883 505 378 111 479 180 82 31 50+ YEARS Android 64% 66% 63% 66% 63% 69% 62% 58% IOS 19% 21% 17% 20% 24% 23% 24% 29% Windows 8 9% 8% 9% 8% 3% 4% 3% 9% Windows 7 3% 2% 3% 1% 8% 2% 8% 0% Symbian 2% 1% 4% 3% 2% 0% 2% 0% BlackBerry OS 0% 0% 1% 1% 0% 0% 0% 2% WinMob 0% 0% 0% 0% 1% 0% 1% 0% Bada 0% 0% 0% 1% 0% 0% 0% 0% Base: Online Customer 16+ who use a smartphone (N=883) 32

MOBILE MOBILE USER ONLINE ACTIVITIES WHICH PEOPLE DO ON THEIR SMARTPHONE (at least weekly) Social Network Search Music Email Checking Online Video Game Product Information Map Usage Shopping Electronic Banking 6% 4% 12% 25% 24% 46% 45% 39% 38% 34% 0% 10% 20% 30% 40% 50% Base: Internet users (accessing via computer, tablet or smartphone), n=538 33

06 VIETNAM SOCIAL NETWORK 34

SOCIAL MEDIA PLATFORMS 100% 90% 80% 70% 94% TOP ACTIVE PLATFORMS 60% 50% 57% 55% 40% 30% 20% 10% 0% 36% 22% 20% 13% 13% 15% 6% 5% 3% Facebook Zing Me Twitter LinkedIn Instagram Pinterest Account ownership Active use (at least once at month) Facebook and Zing Me are still the most popular social platforms in Vietnam 35

SOCIAL MEDIA FANPAGE NO. FANPAGE FANS 1 Trần Khởi My 7,668,055 2 Võ Hoài Linh 7,150,404 3 M-TP 6,445,416 4 Hồ Quang Hiếu 6,135,613 5 MC Trấn Thành 6,104,230 6 Hội những người thích đọc tin tức 24h 6,013,765 7 Khởi My 5,717,879 8 Minh Hằng 5,523,384 9 Đông Nhi 5,495,425 10 Góc Thư Giãn 5,471,900 Social Baker last updated on 09/04/2015 36

Millions SOCIAL MEDIA FACEBOOK NUMBER OF FACEBOOK USERS FROM 2011 TO 2015 35.0 30.0 25.0 27.0 31.3 20.0 19.6 15.0 10.0 8.5 5.0-1.4 2-2011 10-2012 8-2013 12-2014 3-2015 Number of Facebook Users is increasing as 22 times over 5 years 37

Millions SOCIAL MEDIA FACEBOOK FACEBOOK USERS BY AGE 10 9 8.80 8 7.60 7 6 5 4 5.00 3.80 3 2 1-1.74 1.40 1.40 0.86 0.30 0.22 0.14 0.05 13-15 15-24 25-34 35-49 50-64 65+ Male Female Facebook User is dominated by Male 38

Millions SOCIAL MEDIA FACEBOOK 12 FACEBOOK USERS BY LOCATION 10 9.82 8 7.27 6-4 2 3.20 2.80 3.40 3.00 0.34 0.32 0.26 0.24 0.36 0.30 Ho Chi Minh Ha Noi Da Nang Can Tho Hai Phong Others Khác Male Female 39

07 VIETNAM E-COMMERCE 40

E - COMMERCE REVENUE ESTIMATION VIETNAM B2C E-COMMERCE REVENUE 2014 VN Population 2014 % Internet Users Estimation online buying value of one people 2014 % Internet Users buying online Estimated B2C E-commerce Revenue 2014 90.73 million 39% 145 USD 58% 2.97 billion USD 41

E - COMMERCE DEMOGRAPHIC Male By Age Female 41% 37% By Job 59% 41% 7% Officer Student Business Ower 15% Other Women are the main online buyers 42

E - COMMERCE USER ACTIVITIES INTERNET HELPS PEOPLE TO MAKE PURCHASING DECISIONS BY Compared products/prives/ features online 60% Looked for opinions/ reviews/ advice online 39% Discovered relevant brands online 30% Got store locations/ directions online 29% Checked where to buy/ product availability online Looked for /redeemed relevant offtens/ coupons/ promotions online Got ideas/ inspiration online 21% 25% 29% Watched relevant videos online 20% Made contact/ requested contact (with brands, retailers) online 13% 0% 10% 20% 30% 40% 50% 60% 70% Base: Internet users Answering based on a recent purchase, n=3018 43

E - COMMERCE USER ACTIVITIES THE ONLINE SOURCES PEOPLE USE TO MAKE PURCHASING DECISIONS On brand website 40% On retailer website Social networks 27% 26% Online videos sites 17% Advice sites/ review sites/ forums/ blogs 14% Online magazines/ news sites Price comparison website 11% 11% Brand pages on social networks site Other online information source Email 6% 7% 8% Auction or classifieds sites 2% Base: Internet users Answering based on a recent purchase, n=3428 44

E - COMMERCE USER ACTIVITIES HOW PEOPLE HEAR ABOUT THE PRODUCT THAT THEY PURCHASED 33% 31% 13% 13% 9% Previous experiences Discussions with other people Pre-purchase research Through advertising None of these Base: Internet users Answering based on a recent purchase (in select categories) researched online 45

E - COMMERCE USER ACTIVITIES 47% HOW DID PEOPLE FIRST HEAR ABOUT THE PRODUCT / OFFER FROM ADVERTISING? 26% 9% 8% 5% 2% 2% Base: Internet users Answering based on a recent purchase Became aware of product through advertising, n=533 46

E - COMMERCE USER ACTIVITIES 60% 50% WHAT DID PEOPLE DO ONLINE AFTER COMPLETING THEIR PURCHASE? 52% 40% 30% 28% 20% 18% 14% 10% 0% Shared purchase experiences on social network(s) Posted reviews / ratings about the purchase Looked for the help on setup / product usage None of these Base: Internet users Answering based on a recent purchase n = 3428 47

08 APPENDIX 48

APPENDIX VIETNAM ADVERTISING LANDSCAPE 49

APPENDIX REFFERENCE SOURCES Vietnam Internet Network Information Center, 2000 2012 Meet the new media consumer in Vietnam 2014, Nielsen Vietnam, 2014 Vietnam grocery report 2014, Nielsen Vietnam, 2014 Vietnam netcitizens report, Cimigo Vietnam, 2012 Digital landscape 2013, 3D, 2013 Marketing in a multiscreen world Vietnam report, MillwardBrown, 2014 The mobile internet consumer Vietnam 2013, VSERV.mobi, 2013 Consumer Barometer, Google, 2014 Ministry of Information & Communications, 2013-2014 Technology and cunsumer behavior Vietnam 2014, Nielsen Vietnam, 2014 Digital, Social & Mobile, WeAreSocial, 2013-2015 General Statistics Office of Vietnam, 2011-2014 Internet World Stats, 2014 Emarketer, 2013 Others 50

CONTACT NGUYEN XUAN DONG Vice Managing Director 098 999 5145 dongnx@moore.vn Moore Online Solution and Development Corporation Head Office: 7th Floor, No.1 Hoang Dao Thuy St., Thanh Xuan Dist., Ha Noi HCMC Branch: 6th Floor, No. 454 Nguyen Thi Minh Khai St., Ward 5, Dist. 3, Ho Chi Minh Website: www.moore.vn www.adbrand.net www.adlite.net www.doublelink.net 51

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