Asia Plus Inc.Survey about Vietnamese social media

Vietnamese social media usage

3

The gap between brands and consumers

TV; 91

Internet (PC); 134

Internet (Mobile);

103

Others; 56

Vietnamese average media consumption (min)

Worldwide Vietnam

Digital spend % in ad cost

Digital Others

27%5-10%

Source: Asia Plus Source: Asia Plus, eMarketer

Device type to access internet

Smartphone Note PC Desktop PC Tablet

77%

50%

33%26%

64%

13%8% 6%

Device to accessDevice to access most

64% replies smartphone is the tools to access to the internet mostQ. 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.

Social services in use

Faceb

ook M

esse

nger

Zalo

Zing M

e

Skype

Viber

Yahoo

Mes

seng

erLin

e

Instag

ramTwitte

r

Wha

tsApp

SnapC

hat

Linke

dIn

89%72%

39% 32% 30% 26% 25% 24% 18% 13% 11% 10%

8%

12%

19%23% 21%

20% 19% 17%20%

11% 9% 12%

Installed but not used

In use

Facebook and Zalo are the two applications that are used frequently

Q. What of the following social media are you currently using?

Motivations to use social network services

Catch u

p with

family

and f

riend

s

Get inf

ormati

on on

news a

nd ev

ents

Find ou

t ente

rtainm

ent n

ews

Meet n

ew fri

ends

Share

photo

graph

s and

vide

os

Play ga

mes

Follow

celeb

rities

Find po

tentia

l date

s

Follow

bran

ds or

busin

ess

Co-ordi

nate

even

ts

Provide

revie

ws or o

pinion

s

Others

61%

40% 40%

29% 26%18%

11% 11% 9%4% 3% 1%

Social network services are used for the information catch up of their networks, as well as receiving news

Q. What are the main reasons that you use social network (up to 3)

Vietnamese “likes” 48 brand page in average

Receive latest product information

Receive event information

I simply like the brand

Give-aways / Lucky draw opportuities

Discounts / Coupon opportunities

Receive useful tips

Receive company information

44%

35%

32%

32%

30%

27%

17%

Reasons of “likes” on brand pages

Q. How many corporate page on Facebook do you “like”? What are the triggers that you like/follow a brand page on Facebook? (those who likes only)

Vietnamese “likes” 48 brand page in average

Through campaign

Facebook ads

Search on Facebook

Visit brand page directly

Like or share from my friends

17%

27%

37%

38%

48%

Trigger to “like” the page

Q. How many corporate page on Facebook do you “like”? What are the triggers that you like/follow a brand page on Facebook? (those who likes only)

Social Contents to follow

Conten

ts with

celeb

rity

Conten

ts with

Gam

e

Conten

ts with

vide

o

Conten

ts with

Q&A

Conten

ts with

infog

raph

ics0%

10%20%30%40%50%60%70%80%90%

100%

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

10% 15% 15% 19% 27%21% 20% 18%

21%22%

29% 27% 31%26%

30%19% 19% 20% 17%

12%21% 20% 17% 17% 9%

Favorite contents type

Brand's

post

Celebri

ties'

post

Friend

s' po

st0%

10%20%30%40%50%60%70%80%90%

100%

3.00

3.05

3.10

3.15

3.20

3.25

3.30

10% 8% 8%

20% 19% 23%

26% 39% 36%

Favorite contents type

Experiences of removing “likes” and its trigger

Posts are different from my in-terests

Post of low-qualities

Too much commercial factors

Pots frequency are very few

When i feel interactions are with separate profiles

Post have very few likes

41%

39%

39%

23%

12%

7%

Reasons for the removals

Q. Have you ever removed your "like" of corporate FB page? / What are the reasons that you removed "like"?

19%

56%

19%

6%

Experiences of removing “likes” from brands

I often do that I sometimes do thatI have done it a few times I have never done it

75% removes “likes” on brand when they are not satisfied with the contents or quality

Ads effectiveness over social network

Trusted information source

Family 66% Friends 56% TV Program 32%

TVCF 29% TVCF 19% Internet Ad 13%

Q. Please choose the media that you find it more trustworthy when an ad appears (total of 4&5 by 5 rating)

Family

reco

mmendati

on

Frien

ds / R

elativ

es re

commen

datio

n

TV pr

ogram

TVCF

Store s

taff re

commen

datio

n

Newsp

aper

Websit

e của

nhãn

hàng

Outdoo

r billb

oard

Youtube

Internet

/ Fac

eboo

k ad

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0.0

0.5

1.0

1.5

2.0

2.5

3.0

3.5

4.0

Q. Please choose the media that you find it more trustworthy when an ad appears (5 = most trustworthy)

Trusted information source (Detail)

Advertisement effectiveness

57%

43%

Clicked ad in last 7 days?

41%

59%

Purchased after clicking net ad?

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?

Facebook ads effectiveness (click experiences)

Interested in products

As it looks impressive

As it has good promotion

By mistake

As it looks funny

Forced to see it to view the contents I want

As I like the brand

As I like the celebrity

As I could earn money by doing this

37%

34%

29%

28%

27%

22%

14%

13%

13%

Reasons of clicks

Q. Have you clicked any of internet or facebook ads in past 7 days? Please choose a reason why you clicked on the ad? (only those who clicks)

57%23%

18%

Experiences of clicking the ads (in last 7 days)

Yes No I do not remember

57% has clicked the ads on Facebook

Facebook ads effectiveness (Purchase experiences)

Fashion (clothes, shoes, accessories)

IT / Mobile phones

Cosmetics

Food and beverages

Kitchen / home appliances

Books

Supplement / Functional foods

Sport goods

Ticketing (air / transportation / movies)

Music / Video (Blu-ray, DVD)

SPA / Beauty services

Others

50%

37%

27%

21%

20%

16%

14%

13%

11%

11%

8%

3%

Items to buy

Q. Have you purchased something after looking at internet ads in last 3 month? / What are the categories that you have purchased? (only those who purchased)

41%

51%

8%

Experiences in purchases after looking at ads

Yes NoI do not remember

41% has purchased items by looking at the ads

Reactions to video ads

Q. About video ads, how long would you prefer watching a video ad on social media? Which statement is applicable to you when the ad pops up when you browse Youtube?

62%21%

7%

2%1%6%

Durations to watch ads

1 - 15 seconds 16 - 30 seconds31 - 60 seconds 1 - 2 minutesMore than 2 minutes Duration does not matter

Close the browser

See minimum duration then click "skip"

See minimum duration but have seen the entire ad if content was good

See entire ads but skips when content is boring

See the entire ads

18%

48%

19%

10%

4%

Usual actions when ads are on video

Consumers watch the video ads at minimum and tends to skip.

Types of ads to click

Good pro

motion / d

iscoun

t

Produ

ct / s

ervice

s match

my i

nteres

t

Impre

ssive Fu

n

Ad of th

e famous

brand

Ad with

good s

ound

Ad with

celeb

rities

Ad tha

t I ha

d reco

gnize

d

Ad with

big "

click

" icon

Ad mad

e fro

m vide

o

Ad tha

t are

repea

ted ofte

n0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

0.00

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

Q. Please rate your willingness to click, in case that the ads are following (1 - unlikely to click, 5 - likely to click)

Channels to click the ads

Faceb

ook

Youtub

e

Other in

terne

t site

On mob

ile ap

plica

tions

Other v

ideo s

ite

Other s

ocial

med

ia

Others

Do not

remem

ber

I do n

ot cli

ck ad

s

49%

31%

18% 17% 17% 16%

4%8%

11%

Facebook is dominant while Youtube comes on 2nd.Q. Which channels would you be likely to click the ads?

Behaviors after looking at ads on internet / social media

Visit the brand site Install the app Purchased the product / services

Attended the campaign

Talked about the ad with friends

"Shared" the ads "Linked" the ads0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Q. Please choose the media that you find it more trustworthy when an ad appears (5 = most trustworthy)

Yes; 81%

No; 14%

I do not remember; 5%

Have you been irritated with the net ad?

Advertisement irritation

Q. Have you ever felt irriatated with internet ad?

Advertisement irritation

Pops up when I'm watching TV/reading news/working

Holidays

I'm not interested in the product in the ad

The ad repeats too many times

The ad is promoting some products

The ad contains sexual images

The ad is boring/not interested

The ad is too long

Others

47%

13%

11%

9%

8%

3%

3%

1%

10%

Occasions when feeling irritated with ads

Q. Please share us what kind of occasion was that when you felt irritated.

Attitudes toward internet / Facebook ads

0%10%20%30%40%50%60%70%80%90%

100%

2.50 2.60 2.70 2.80 2.90 3.00 3.10 3.20 3.30 3.40

Q. Please choose what is applicable to your opinion about Internet/ Facebook ads?

Customer profile

Respondent profiles• 500 respondents in Vietnam (HCM and Hanoi)• 18-49 years old• Male / Female• Conducted on July, 2016

Male; 51%

Female; 49%

Gender

-19

20-29

30-49

23%

59%

18%

Age

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<9 10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-

17%

8% 8% 8% 8% 8% 7% 7% 7%

22%

0% 1%

18%

31%

22%

14%

7%

3% 3%1%

Stats Q&Me

Active users by age Urban user ratio (top 6 provinces)

Stats Q&Me

22%

51%

78%

49%

Top 6 provinces Others

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