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Trang 3VN Consumer Barometer 2015 Local Report SLIDE 3
What is the Consumer Barometer?
The Consumer Barometer 2015 is a tool to help you understand how
people use the internet.
Trang 5VN SLIDE
The 3 Trends in Vietnam
Consumer Barometer 2015
The future is mobile
The Vietnamese use a variety of devices with smartphone being the most popular
1 out of 3 people are using their smartphone while watching TV , and they are looking
at unrelated content.
Many purchases are online today, but online research is also a key driver in offline purchases Consumers use a variety of devices , meaning that advertisers can’t just rely on computer ads, but also need to focus on mobile.
Millions of online video views
More than 6 out of 10 young people are watching online video every day!
Most consumers use online video to relax, but 50% actively want to learn something.
Trang 6VN SLIDE
The Online and Multiscreen World
Quantify and understand internet usage and attitudes across various devices
Trang 7Base: Internet users (accessing via computer tablet or smartphone)
of the Vietnamese consumers are online at least once a day
Trang 8Especially consumers under 34 years old are online often
Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer tablet or smartphone)
How often do you go online? (%)
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Why do people go online?
Consumer Barometer 2015
The consumers go online for personal reasons and to look for information
Source: The Connected Consumer Survey 2015
*Question asked: To what extent do you agree or disagree with the following statements? Please evaluate each of the following statements
on a scale from 1 – strongly agree to 5 –strongly disagree
71% use the internet for personal reasons Consumers state that the internet is the
first place they look for information *
77%
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People are even online when they’re watching TV
Consumer Barometer 2015
The consumers are online while watching TV
Source: The Connected Consumer Survey 2015Question: Do people go online on their devices while watching TV?
Base: Internet users (accessing via computer tablet or smartphone) | TV Viewers | Use Internet in Parallel to TV
13%
90%
9%
Computer Smartphone Tablet
Which devices do people use to go online while watching TV (%)
Use devices to go online while
watching TV
36%
Trang 11This is a 75% growth from 2013
Source: The Connected Consumer Survey 2015
1,4
Trang 12Tablet Smartphone Computer
Which devices do people use?
Trang 1355 and over
How does the demographics look?
Smartphone usage rate
Trang 14Look for product information
Look up maps and directions
Listen to music
What online activities do people do on their smartphones at least weekly?
Trang 15via smartphones at least weekly
Source: The Connected Consumer Survey 2015Base: Internet users (accessing via computer, tablet or smartphone)
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The Smart Shopper
Focuses on the consumer purchase journey and the role of the Internet in making purchase decisions.
Consumer Barometer 2015
Trang 18Source: The Consumer Barometer Survey 2015
Question: Did people do any online or offline research prior to their recent purchase?
Base: Internet users (accessing via computer tablet or smartphone) |
Flight Tickets
Home appliances Car Insurances Cinema Tickets Clothing & Footwear Do it yourself
Groceries Ground Travels Hair Care Home Furnishings
Trang 19Question: Did people do any online or offline research prior to their recent purchase?
Base: Internet users (accessing via computer tablet or smartphone) | Answering based on
Vitamins & OTC Remedies* Televisions
Hotel Stays Laptops Mobile Phones
Personal Loans Real Estate Restaurants
Trang 20VN SLIDE
How are people researching?
Consumer Barometer 2015
Source: The Consumer Barometer Survey 2015
*found where to buy/found location/made contactBase: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
Sought advice online
Prepared for immediate purchase*
In which part(s) of the purchase process did people use the Internet?
The consumers use the internet to compare choices prior to purchase
What online sources did people use
to make a purchase decision?
70%
Brand websites
Retailer websites
Search Engine
Trang 21Research Advertising Other
What specific source informed people who first learned
of their purchased product via product research?
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
Trang 22Use a search engine to
get informed before making
a purchase.
36%
28%
70% 26%
17%
12%
11%
Brand websites Retailer websites Search engine Social networks Online video sites Advice sites Price comparison sites
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
Trang 23VN Consumer Barometer 2015 Local Report SLIDE 23
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) |
Smartphones and product research
32%
35%
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Smartphone users are online users
Consumer Barometer 2015
Smartphone users are more likely to purchase or research products online
1 Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories)
78%
65%
Smartphone Users Smartphone Non-Users
Do you research or purchase online?
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How are smartphones used for online research?
Consumer Barometer 2015
In which part(s) of the purchase process did people use a smartphone?
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Answering based on a recent purchase (in select categories) |
Trang 26are experiencing issues when accessing
websites via their smartphone
And 37% find another website
that works better on smartphone
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via smartphone) | Encountered difficulties accessing websites via smartphone
Trang 27Where did people make their purchase?
Source: The Consumer Barometer Survey 2015
*Online/EmailBase: Internet users (accessing via computer tablet or smartphone) |
Trang 28VN Consumer Barometer 2015 Local Report SLIDE 28
Source: The Consumer Barometer Survey 2015Question: Did people do any online or offline research prior to their recent purchase?
Base: Internet users (accessing via computer tablet or smartphone) |
The Online Customer Journey
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Consumer behavior in different ages
Source: The Consumer Barometer Survey 2015Question: Did people research or purchase their product online or offline?
Base: Internet users (accessing via computer tablet or smartphone)
Consumer Barometer 2015 Local Report
20% 17% 16% 19% 10%
Trang 30Research online, purchase online Research online, purchase offline
Trang 31Research online, purchase online
Research online, purchase offline
Trang 32Base: Internet users (accessing via computer, tablet or smartphone) |
5 out of 10 of the consumers only consider 1-2 brands
before purchase
…which makes it crucial for the brands to be top of mind
Trang 33VN Consumer Barometer 2015 Local Report SLIDE 33
The Local Shopper
The consumer purchase journey and the role of the internet for local business
Trang 34Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
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Smartphones and local business
Consumer Barometer 2015
5 out of 10 * use a smartphone when looking for local information
Source: The Consumer Barometer Survey 2015
*54%
Base: Internet users (accessing via computer tablet or smartphone) | Searched for information about local business(es) in the past month
Trang 37VN Consumer Barometer 2015 Local Report SLIDE 37
The international Shopper
The consumer purchase journey and the role of online for international purchases
Trang 38Which products do people purchase in other countries?
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
Trang 39shop in foregin countries
to get a better quality
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Challenges of international purchase
Consumer Barometer 2015
Most consumers have made an international puchase, but some issues ouccur
5 out of 10 experience issues
concerning the website usability
A common issue is that delivery time is too long
Source: The Consumer Barometer Survey 2015Base: Internet users (accessing via computer tablet or smartphone) | Ever purchased a product / service online from abroad
Trang 41VN Consumer Barometer 2015 Local Report SLIDE 41
The Smart Shopper – Car insurance
The consumer purchase journey and the role of the internet in making their last purchase decision
Trang 42How did people use the Internet to
help make their purchase decision?
The consumers compare
insurance policies online
Online research has a substantial impact on
offline purchases
Search engines are a
key driver in online purchase
Did people research or purchase their product online or offline?
What online sources did people use to make a purchase decision?
Retailer websites
Search Engine
Price Comparison
Trang 43How often do people encounter issues accessing websites via smartphone?
Which devices did people
use for product research?
More than half are using
their smartphone when
researching car insurance
53 %
Source: The Consumer Barometer Survey 2015
*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies
Trang 44VN Consumer Barometer 2015 Local Report SLIDE 44
The Smart Shopper – Cinema tickets
The consumer purchase journey and the role of the internet in making their last purchase decision
Trang 4568%
Research online, purchased online
Research online, purchased offline
Did people research or purchase their product online or offline?
Offline purchases
begin online
6 out of 10 of all purchases are made for a social gathering
What motivated people’s purchase?
Many consumers
buy cinema tickets online
Where did people make their purchase?
17 %
Trang 46How often do people encounter issues accessing websites via smartphone?
Which devices did people
use for product research?
44% are using
their smartphone when
researching for cinema tickets
Source: The Consumer Barometer Survey 2015
*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies Base: Internet users (accessing via computer, tablet or smartphone) |
Find another website
Trang 47VN Consumer Barometer 2015 Local Report SLIDE 47
The Smart Shopper – Clothing & footwear
The consumer purchase journey and the role of the internet in making their last purchase decision
Trang 4881%
5%
Which devices did people use for product research?
3 out of 10 the consumers use
a smartphone to research clothing & footwear
54 %
Research online
The consumers research online
prior to purchase
What online or offline research did people
do prior to their recent purchase?
Trang 49More than half purchase clothing
and footwear to meet
latest purchase online
Where did people make their purchase?
52 %
Trang 50VN Consumer Barometer 2015 Local Report SLIDE 50
The Smart Shopper – Do it yourself
The consumer purchase journey and the role of the internet in making their last purchase decision
Trang 5178 %
research online prior to purchase
The internet has a substantial impact on
purchase
Offline purchases begin online
What online or offline research did people
do prior to their recent purchase?
Did people research or purchase their product online or offline?
Research offline / Purchase online
Trang 53VN Consumer Barometer 2015 Local Report SLIDE 53
The Smart Shopper – Flights (leisure)
The consumer purchase journey and the role of the internet in making their last purchase decision
Trang 547%
Used Not used
What online sources did people
use to make a purchase decision?
93% use search engines
when purchasing
flight tickets
Among the consumers
63%
buy flight tickets online
Where did people make their purchase?
#1
94% of the consumers
research flight tickets
online
What online or offline research did people
do prior to their recent purchase?
Trang 55In which part(s) of the purchase process did
people use the Internet??
On what type of website did people
make their online purchase?
Did people research or purchase their product online or offline?
89%
8%
Airline Travel Agent
63% of the consumers only research and purchase online
Compared choices
Trang 56VN Consumer Barometer 2015 Local Report SLIDE 56
The Smart Shopper – Groceries
The consumer purchase journey and the role of the internet in making their last purchase decision
Trang 5735%
Compared prices Get Locations
How did people use the Internet
to help make their purchase decision?
61% use the Internet
to compare prices
1 out of 4 buy their groceries on offer
What motivated people's product purchase?
In Vietnam the
consumers use a smartphone
for online research
Which devices did people
use for product research?
34 %
Trang 58VN Consumer Barometer 2015 Local Report SLIDE 58
The Smart Shopper – Ground Travel
The consumer purchase journey and the role of the internet in making their last purchase decision
Trang 59What online sources did people
use to make a purchase decision?
8 out of 10 of the
consumers use search engines
for their purchase decision
9 out of 10 research online
prior to purchase
What online or offline research did people
do prior to their recent purchase?
Trang 60VN Consumer Barometer 2015 Local Report SLIDE 60
The Smart Shopper – Hair Care
The consumer purchase journey and the role of the internet in making their last purchase decision
Trang 61VN SLIDE
Hair Care: Highlights
Consumer Barometer 2015
…but 58% research online
before making a purchase
Did people research or purchase their product online or offline?
60 %
The consumers use the internet to compare products and prices
How did people use the Internet to help make their purchase decision?
How many brands did people consider
before product purchase?
24% only consider
one brand prior
to purchase
Source: The Consumer Barometer Survey 2015
*Based on 20 different categories: Car Insurance, Cinema Tickets, Clothing & Footwear,
Do It Yourself (DIY), Flights (Leisure), Groceries, Ground Travel (Long-Distance), Hair Care, Home Appliances, Home Furnishings, Hotels (Leisure), Laptop, Make-up, Mobile Phones, Music, Personal Loan, Real Estate, Restaurants, Television, Vitamins & OTC Remedies
Used the internet to make
comparisons
Trang 62VN Consumer Barometer 2015 Local Report SLIDE 62
The Smart Shopper – Home appliances
The consumer purchase journey and the role of the internet in making their last purchase decision