digitalin2018 vietnam 180226020445

TOTAL PO PULATION INTERNET USERS ACTIVE SOCIAL MEDIA USERS UNIQUE MOBILE USERS ACTIVE MOBILE SOCIAL USERS S O U RCES : POPULATION: UNITED NATIONS; U.S.. CENSUS BUREAU; INTERNET: INTERNET

DIGITAL IN 2018

IN VIETNAM

ESSENTIAL INSIGHTS INTO INTERNET, SOCIAL MEDIA, MOBILE, AND ECOMMERCE USE ACROSS VIETNAM

GLOBAL OVERVIEW

TOTAL

PO PULATION

INTERNET USERS

ACTIVE SOCIAL MEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILE SOCIAL USERS

S O U RCES : POPULATION: UNITED NATIONS; U.S CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;

3 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;

DIGITAL AROUND THE WORLD IN 2018

INTERNET

USERS

ACTIVE SOCIAL MEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILE SOCIAL USERS

ANNUAL G RO W T H

J A N

S O U RCES : POPULATION: UNITED NATIONS; U.S CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;

4 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;

5 S OU RCES : INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY

NORTHERN AMERICA

C E NTRAL AMERIC A

NORTHERN EUROPE

EASTERN ASIA

C E NTRAL ASIA

SO UTHEAST ASIA

THE

C A RIBBEAN

WESTERN EURO PE

WESTERN AFRIC A

NORTHERN AFRIC A

EASTERN AFRICA

INTERNET PENETRATION BY REGION

94%

SO UTHERN EUROPE

EASTERN EUROPE

74%

49%

39%

MIDDLE AFRIC A

12%

27%

51%

SO UTHERN AFRICA

65%

WESTERN ASIA

50%

36%

SO UTHERN ASIA

57%

58%

69%

O C EANIA

6 S O U RCES : FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS.

NORTHERN AMERICA

C E NTRAL AMERIC A

NORTHERN EUROPE

EASTERN ASIA

C E NTRAL ASIA

SO UTHEAST ASIA

THE

C A RIBBEAN

WESTERN EURO PE

WESTERN AFRIC A

NORTHERN AFRIC A

EASTERN AFRICA

SO C IAL MEDIA PENETRATION BY REGION

66%

SO UTHERN EUROPE

EASTERN EUROPE

45%

38%

11%

MIDDLE AFRIC A

6%

7%

31%

SO UTHERN AFRICA

55%

WESTERN ASIA

12%

20%

SO UTHERN ASIA

64%

55%

55%

O C EANIA

NORTHERN AMERICA

C E NTRAL AMERIC A

NORTHERN EUROPE

EASTERN ASIA

C E NTRAL ASIA

SO UTHEAST ASIA

THE

C A RIBBEAN

WESTERN EURO PE

WESTERN AFRIC A

NORTHERN AFRIC A

EASTERN AFRICA

MOBILE CONNECTIVITY BY REGION

123%

119% 126%

SO UTHERN EUROPE

EASTERN EUROPE

157%

106%

89%

MIDDLE AFRIC A

58%

61%

147%

SO UTHERN AFRICA

108%

WESTERN ASIA

98%

91%

SO UTHERN ASIA

103%

141%

110%

O C EANIA

TOP MESSENGER APPS BY COUNTRY

J A N

SOURCE: SIMILARWEB, JANUARY 2018, BASED ON THE G OOG LE PLAY APP STORE RANK FOR DECEMBER 2017 FIGURES IN PARENTHESES IN

With more than 4 billion people using the internet for an average of 6 hours each per day, digital has become an essential part of everyday life for most of us We’re using that connectivity in almost every aspect of our lives, whether it’s chatting with friends, playing games, researching products, tracking our health, or even finding love

As a result, brands need to evolve beyond today’s siloed approach to digital, and build seamless digital integration into everything they do – just as our audiences already have Here are some tips to help with that:

WE ARE SO CIAL ’ S ANALYSIS: DIGITAL IN 2018

Start with what people

really need and want,

and not just what the

technology can do

Focus on creating mutual value at every opportunity, instead of simply ‘selling more stuff’

Make it easy for people

to buy online as soon

as they’re ready, wherever they are

Harness digital tools to keep the conversation going, even after you make a successful sale

To learn more about what these Digital, Social and Mobile trends

HOOTSUITE’S PERSPECTIVE: 2018 SO C IA L TRENDS

The evolution of social ROI It's the end of the road for vanity metrics Expect to see more organisations evolve their metrics

as they look to quantify social’s contribution to tangible business challenges such as lowering costs, increasing revenue, mitigating risk, and attracting talent.

Mobile fuels the growth of social TV In 2018, social networks will encourage brands to become broadcasters as mobile video and social-TV content take the spotlight We advise caution here as the metrics that bump the stock price of social networks—such as mobile video views—might not help your organisation achieve your own business outcomes.

Trust declines, while peer influence rises From Trump’s tumultuous triumph over traditional media to the fake news phenomenon, we saw a shift in media culture in 2017 It’s clear we’re moving away from trusting traditional institutions—and moving towards smaller spheres of influence where customer communities and engaged employees matter more than ever.

Humans, meet AI The machines have risen And marketers have discovered they can be delightfully useful But while

marketers rush ahead with chatbots and AI-generated content, it’s still unclear whether customers will value these human- less engagements.

The promise (and reality) of social data From tying together analytics systems to CRM integrations, marketers

underestimated the complexity of social data initiatives Organisations must recalculate the effort and resources needed to turn social data into a true—and unified—source of customer insights.

C l i c k here to download our 2018 Social Media Trends Toolkit to align your strategy with the year ’s key social network and digital trends.

VIETNAM

TOTAL

PO PULATION

INTERNET USERS

ACTIVE SOCIAL MEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILE SOCIAL USERS

J A N

S O U RCES : POPULATION: UNITED NATIONS; U.S CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;

13 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;

INTERNET USERS

ACTIVE SOCIAL MEDIA USERS

UNIQUE MOBILE USERS

ACTIVE MOBILE SOCIAL USERS

J A N

S O U RCES : POPULATION: UNITED NATIONS; U.S CENSUS BUREAU; INTERNET: INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG;

14 FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES; REPUTABLE MEDIA; SOCIAL MEDIA AND MOBILE SOCIAL MEDIA: FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING;

POPULATION & E C O N O M I C INDICATORS

J A N

ANNUAL CHANGE IN POPULATION SIZE

POPULATION LIVING

IN URBAN AREAS

MALE LITERAC Y

50.5%

G D P PER CAPITA

49.5%

LITERAC Y (TOTAL)

+1.0%

FEMALE LITERAC Y

MOBILE PHONE (ANY TYPE)

SMART PHONE

LAPTOP OR DESKTOP COMPUTER

TABLET

C O MPUTER

DEVICE USAGE

J A N

SOURCE: G OOG LE CONSUMER BAROMETER, JANUARY 2018 FIGURES BASED ON RESPONSES TO A SURVEY *NOTE: DATA REPRESENTS ADULT RESPONDENTS

97%

TELEVISION (ANY KIND)

13%

WEARABLE TECH DEVICE

AVERAGE DAILY TIME

SPENT USING THE

INTERNET VIA ANY DEVICE

AVERAGE DAILY TIME SPENT USING SOCIAL MEDIA VIA ANY DEVICE

AVERAGE DAILY TV VIEWING TIME (BROADCAST, STREAMING AND VIDEO ON DEMAND)

AVERAGE DAILY TIME SPENT LISTENING TO STREAMING MUSIC

TIME SPENT WITH MEDIA

BELIEVE THAT NEW

TECHNOLOGIES OFFER MORE

OPPORTUNITIES THAN RISKS

PREFER TO COMPLETE TASKS DIGITALLY WHENEVER POSSIBLE

BELIEVE DATA PRIVACY AND PROTECTION ARE VERY IMPORTANT

DELETE COOKIE S FROM INTERNET BROWSER

S O U RCES : G OOG LE CONSUMER BAROMETER, JANUARY 2018; GLOBALWEBINDEX, Q2 & Q3, 2017 NOTES: G OOG LE FIGURES BASED ON A SURVEY OF ADULT

18 INTERNET USERS SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON METHODOLOGY AND AUDIENCE DEFINITIONS GLOBALWEBINDEX

TOTAL NUMBER

O F ACTIVE

INTERNET USERS

INTERNET USERS AS A PERCENTAGE O F THE TOTAL POPULATION

TOTAL NUMBER

O F ACTIVE MOBILE INTERNET USERS

MOBILE INTERNET USERS

AS A PERCENTAGE O F THE TOTAL POPULATION

INTERNET USE

J A N

S O U RCES : INTERNETWORLDSTATS; ITU; EUROSTAT; INTERNETLIVESTATS; CIA WORLD FACTBOOK; MIDEASTMEDIA.ORG; FACEBOOK; GOVERNMENT OFFICIALS; REGULATORY AUTHORITIES;

19 REPUTABLE MEDIA; GLOBALWEBINDEX, Q2 & Q3 2017 NOTES: GLOBALWEBINDEX DATA IS BASED ON A SURVEY OF INTERNET USERS AGED 16-64, BUT DATA HAS BEEN REBASED TO SHOW

INTERNET WORLD STATS

ITU (INTERNATIONAL TELECOMMUNICATION UNION)

INTERNET LIVE STATS

INTERNET USERS: DIFFERENT PERSPECTIVES

J A N

CIA WORLD FACTBOOK

EVERY DAY

AT LEAST O N C E PER WEEK

AT LEAST O N C E PER MONTH

LESS THAN O N C E PER MONTH

FREQUENCY O F INTERNET USE

J A N

SOURCE: G OOG LE CONSUMER BAROMETER, JANUARY 2018 FIGURES BASED ON RESPONSES TO A SURVEY NOTES: DATA REPRESENTS ADULT RESPONDENTS

21 ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON G OOG LE’S METHODOLOGY AND THEIR AUDIENCE DEFINITIONS

0%

AVERAGE INTERNET

SPEED VIA FIXED

CONNECTIONS

AVERAGE INTERNET SPEED VIA MOBILE CONNECTIONS

A C C E S S THE INTERNET MOST OFTEN VIA A COMPUTER OR TABLET

A C C E S S EQUALLY VIA

A SMARTPHONE AND COMPUTER OR TABLET

INTERNET CO NNECT IO N S: SPEED & DEVICES

J A N

A C C E S S THE INTERNET MOST OFTEN VIA A SMARTPHONE

S O U RCES : OOKLA SPEEDTEST, NOVEMBER 2017; G OOG LE CONSUMER BAROMETER, JANUARY 2018 G OOG LE’S FIGURES BASED ON RESPONSES TO A SURVEY

22 NOTES: DATA REPRESENTS ADULT RESPONDENTS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON G OOG LE’S

LAPTOPS &

DESKTO PS

MOBILE PHONES

TABLET DEVIC ES

OTHER DEVIC ES

SHARE O F WEB TRAFFIC BY DEVICE

SIMILARWEB’S RANKING O F TOP WEBSITES

J A N

SOURCE: SIMILARWEB, JANUARY 2018, BASED ON AVERAGE MONTHLY DATA FOR Q4 2017 NOTES: MONTHLY TRAFFIC REPRESENTS TOTAL VISITS TO EACH SITE, NOT UNIQUE VISITORS

24 DATA FOR SOME COUNTRIES REPRESENTS DESKTOP TRAFFIC, WHILST OTHERS REPRESENTS TRAFFIC FROM BOTH DESKTOP AND MOBILE DEVICES ADVISORY: SOME WEBSITES

# WEBSITE C A T E G O R Y MONTHLY TRAFFIC TIME PER VISIT PA G ES PER VISIT

01 GOOGLE.COM.VN SEARCH 375,300,000 12M 26S 6.8

02 FACEBOOK.COM SOCIAL 351,400,000 25M 04S 21.7

03 YOUTUBE.COM TV & VIDEO 329,900,000 27M 15S 11.9

04 GOOGL E.COM SEARCH 323,200,000 13M 24S 15.3

05 VNEXPRESS.NET NEWS & MEDIA 73,400,000 9M 07S 4.2

06 ZING.VN SOCIAL 61,900,000 14M 47S 6.6

07 YAHOO.COM NEWS & MEDIA 41,200,000 5M 49S 4.6

08 C O C C O C C O M SEARCH 37,500,000 6M 54S 2.6

09 NEWS.ZING.VN NEWS & MEDIA 32,400,000 7M 11S 3.6

10 KENH14.VN NEWS & MEDIA 32,100,000 7M 31S 4.8

ALEXA’S RANKING O F TOP WEBSITES

J A N

SOURCE: ALEXA, JANUARY 2018 NOTES: ‘TIME’ REPRESENTS TIME SPENT ON SITE PER DAY ‘PAGES’ REPRESENTS NUMBER OF PAGE VIEWS PER DAY ALEXA USES A COMBINATION OF AVERAGE

25 DAILY VISITORS AND PAGE VIEWS OVER A ONE-MONTH PERIOD TO CALCULATE ITS RANKING RANKINGS ON THIS SLIDE ARE BASED ON THE MONTH TO 16 JANUARY 2018 ADVISORY: SOME

USE A SEARCH

ENGINE

VISIT A SOCIAL NETWORK

PLAY GAMES

WATC H VIDEO S

WEEKLY ONLINE ACTIVITIES BY DEVICE

J A N

LOOK FOR PRODUCT INFORMATION

SOURCE: G OOG LE CONSUMER BAROMETER, JANUARY 2018 FIGURES BASED ON RESPONSES TO A SURVEY *NOTES: DATA BASED ON SURVEY

26 RESPONSES FROM ADULT INTERNET USERS ONLY; PLEASE SEE THE NOTES AT THE END OF THIS REPORT FOR MORE INFORMATION ON G OOG LE’S

TOP G O O G L E S E A R C H QUERIES IN 2017

J A N

SOURCE: G OOG LE TRENDS, JANUARY 2018 NOTES: G OOG LE DOES NOT PUBLISH SEARCH VOLUMES, BUT THE ‘INDEX’ COLUMN SHOWS RELATIVE VOLUME FOR EACH QUERY

WATCH ONLINE

VIDEOS EVERY DAY

WATCH ONLINE VIDEOS EVERY WEEK

WATCH ONLINE VIDEOS EVERY MONTH

WATCH ONLINE VIDEOS LESS THAN O N C E A MONTH

FREQUENCY O F W AT C HIN G ONLINE VIDEO

J A N

NEVER WATCH ONLINE VIDEOS

SOURCE: G OOG LE CONSUMER BAROMETER, JANUARY 2018 FIGURES BASED ON RESPONSES TO A SURVEY NOTE: DATA REPRESENTS ADULT INTERNET USERS

ON A TV SET

CATCH-UP / ON-DEMAND SERVICE ON TV SET

ONLINE CONTENT STREAMED ON

SOURCE: G OOG LE CONSUMER BAROMETER, JANUARY 2018 FIGURES BASED ON RESPONSES TO A SURVEY NOTE: DATA REPRESENTS ADULT INTERNET USERS

TOTAL NUMBER

O F SOCIAL USERS ACCESSING VIA MOBILE

ACTIVE MOBILE SOCIAL USERS AS A PERCENTAGE

O F THE TOTAL POPULATION

SO C IAL MEDIA USE

J A N

S O U RCES : FACEBOOK; TENCENT; VKONTAKTE; KAKAO; NAVER; DING; TECHRASA; SIMILARWEB; KEPIOS ANALYSIS

MOST ACTIVE SO CIAL MEDIA PLATFORMS

J A N

SOCIAL NETWORK MESSENGER / CHAT APP / VOIP

SOURCE: GLOBALWEBINDEX, Q2 & Q3 2017 BASED ON A SURVEY OF INTERNET USERS AGED 16-64 NOTES: DATA FOR PLATFORMS WITH AN ASTERISK (*) IS COLLECTED IN A DIFFERENT PART

31 OF THE SURVEY TO OTHER PLATFORM DATA ALL DATA HAS BEEN REBASED TO SHOW TOTAL NATIONAL PENETRATION, REGARDLESS OF AGE ADVISORY: FIGURES ARE BASED ON RESPONSES

TOTAL NUMBER OF

MONTHLY ACTIVE

FACEBOOK USERS

ANNUAL CHANGE IN FACEBOOK USERS

vs JANUARY 2017

PERCENTAGE O F FACEBOOK USERS ACCESSING VIA MOBILE

F A C E B O O K USAGE ANALYSIS

J A N

PERCENTAGE O F FACEBOOK PROFILES DECLARED AS FEMALE

PERCENTAGE O F FACEBOOK PROFILES DECLARED AS MALE

MILLION

AGE TOTAL FEMALE MALE

FEMALE

MALE

PROFILE O F F A C E B O O K USERS

J A N

SOURCE: EXTRAPOLATION OF FACEBOOK DATA, JANUARY 2018 NOTES: THE ‘TOTAL’ COLUMN OF THE INSET TABLE SHOWS ORIGINAL VALUES,

33 WHILE GRAPH VALUES HAVE BEEN DIVIDED BY ONE MILLION TABLE PERCENTAGES REPRESENT THE RESPECTIVE GENDER AND AGE GROUP’S

AGE TOTAL FEMALE MALE

AVERAGE F A C E B O O K P A G E POST R E A C H

AVERAGE MONTHLY

CHANGE IN PAGE LIKES

AVERAGE POST REACH

vs PAGE LIKES

AVERAGE ORGANIC REACH vs PAGE LIKES

PERCENTAGE O F PAGES USING PAID MEDIA

J A N

AVERAGE PAID REACH

vs TOTAL REACH

SOURCE: LOCOWISE, JANUARY 2018 DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017 NOTE: REACH FIGURES COMPARE THE NUMBER OF TIMES THAT A POST

AVERAGE ENGAGEMENT

RATE FOR FACEBOOK

PAGE POSTS (ALL TYPES)

AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE VIDEO POSTS

AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE PHOTO POSTS

AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE LINK POSTS

AVERAGE F A C E B O O K ENGAGEMENT RATES

J A N

AVERAGE ENGAGEMENT RATE FOR FACEBOOK PAGE STATUS POSTS

SOURCE: LOCOWISE, JANUARY 2018 DATA REPRESENTS AVERAGE FIGURES FOR FULL-YEAR 2017 NOTE: ENGAGEMENT RATES COMPARE THE NUMBER OF PEOPLE WHO INTERACTED

TOTAL NUMBER OF

MONTHLY ACTIVE

INSTAGRAM USERS

ACTIVE INSTAGRAM USERS AS A PERCENTAGE

O F TOTAL POPULATION

FEMALE USERS AS A PERCENTAGE O F ALL ACTIVE INSTAGRAM USERS

MALE USERS AS A PERCENTAGE O F ALL ACTIVE INSTAGRAM USERS

INSTAGRAM USAGE ANALYSIS

J A N

MILLION

MOBILE USERS vs MOBILE C O N N E C T I O N S

J A N

AVERAGE NUMBER O F CONNECTIONS PER UNIQUE MOBILE USER

S O U RCES : UNIQUE MOBILE USERS: GSMA INTELLIGENCE, JANUARY 2018; G OOG LE CONSUMER BAROMETER, JANUARY 2018;

PERCENTAGE O F MOBILE CONNECTIONS THAT ARE PRE-PAID

PERCENTAGE O F MOBILE CONNECTIONS THAT ARE POST-PAID

PERCENTAGE O F MOBILE CONNECTIONS THAT ARE BROADBAND (3 G & 4 G)