This document provides an overview of Vietnam's digital landscape in 2018. Some key findings include: - Internet penetration in Vietnam reached 66.3% in 2017 with over 96 million people and over 140 million mobile connections. - Social media, news, and search are the most common online activities. Facebook is the dominant social media platform with over 50% penetration. - Mobile phone ownership is widespread, including in rural areas, and smartphones are increasingly common with 72% of adults using them. - Ecommerce is growing, led by categories like fashion and electronics, though online shopping is still a small percentage of total retail.

1. VIETNAM DIGITAL
LANDSCAPE | 2018
- RECAPcompiled by: PERRY CAO

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O V E R V I E W

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Digital Overview
96,491,146 populations (2018)
66.3% Internet penetration ( Dec 2017)
51.8 % Facebook (Dec 2017)
140 Mil Mobile Connections
70 Mil Unique Mobile Users
46.9 Mil Unique Mobile Social Users
(Dec 2017)

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Digital Overview
72% of adult population people
use smartphones.
94% internet users go online
daily

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Mobile Overview
“in rural areas, while 89 per cent of the population owned a mobile phone, 68 per cent of
them possessed a smartphone”
“22.5 million people use Facebook in the countryside, as compared to 23.5 million users
coming from urban areas”

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Time spent with media

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Internet speed & devices

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Internet Demographic
“48% Female using internet and 52% Male using
Internet”
“Males 18+, around 47% in total internet users while
Female 18+ is equal 43% in total internet users”

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Top Internet Categories
Top Line Category Unique Users
% in total digital
population
News/Information 32,926 72%
Media 28,737 63%
Entertainment 23,939 52%
General News 22,383 49%
Search/Navigation 20,335 45%
Social Media 18,743 41%
Retail 12,377 27%
Lifestyles 11,235 25%
Games 10,294 23%
e-mail 9,838 22%
Education 8,421 18%
Technology News 8,184 18%
Family & Youth 7,459 16%
Entertainment - Movies 7,427 16%
Business/Finance News 7,229 16%
Technology 6,975 15%
Sports 6,738 15%
Beauty/Fashion 6,655 15%
Social Media, News and Searching
Information are the most frequent activities
that user engage with digital environment.

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Top website domains

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Top entities
Ad-tima, Ambient, Ad-micro and
Google are the top networks that
cover the highest percentage of internet
users

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Top Smartphone’s functions – frequently used

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Top Mobile Phone Activities

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Digital Ads Spending

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DETAILS – FUN FACTS

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Vietnamese spent 41 times / day for news on social media

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News reader’s demographic
84% of Vietnamese between the ages of 18 and
29 get their daily news from the Internet.
Like many countries, Vietnamese who access
news through social media sites daily tend to be
younger, more educated, and wealthier.

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News via social media
Source: Pew Research Center

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Frequency of watching online video

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View time of day

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Sites / platforms accessed to watch video

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Social Media Stats

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Leading active social media platforms in 2017

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Social Network / Platforms in 2018

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Avg. Page Post Reach

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Avg. Page Post Engagement Rate

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Facebook Audience Facts

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Facebook Audience Facts

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Facebook Audience Facts

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Facebook Audience Facts

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Ecommerce Spend by Category

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E-commerce Growth by Category

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Research & Purchase a Smartphone

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What motivated to purchase a Smartphone

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Internet role in Purchasing process

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Top Apps – Google Play | Top Apps On Trends

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Top Apps – Apps Store | Top Apps On Trends

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Year in Search 2018

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Year in Search 2018

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Year in Search 2018

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Voice Search
Marketing
Streamers - Marketing
Digital Trends
+ Sounds Marketing
The taking advantages of AI into influencers / streamer
marketing and Creative – Design Automation
Mobile Marketing &
Omni-channel
5G - tailored
advertising

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THANK YOU!
Source: We are social, Google Customer Barometer, FB Audience Insights, E-Marketer, Internetwordstats,
Internetlivestats, Statscounter, Pew Research Center, comScore