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Sharing Economy Service Usage in Vietnam

The battle between Grab and Uber

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Sharing Economy Service Usage in Vietnam

  1. 1. STUDY ABOUT SHARING ECONOMY SERVICES IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) June, 2016
  2. 2. 1 SCOPE OF WORK  This survey was conducted to study about consumer behavior toward sharing economy services such as Grab, Uber in Vietnam  Methodology: Online survey  Fieldwork time: 3 days (12/06/2016 to 15/06/2016)  Sample size: N = 700  Geography: Nationwide
  3. 3. 2 KEY FINDINGS • Grab is the most well-known brand in Vietnam (87%) • Facebook is an effective marketing channels to leverage brand awareness • GrabTaxi is leading the new taxi service in Vietnam with 39% share • 49% consumers choose the new taxi service because of its price • 56% use this service to move immediately • 18% unhappy because the error of their taxi app • 62% spend $2.501 - $7.5 each time using this taxi service • Grab giao hàng (delivery service) is also a well-known sharing economy service • 43% users intend to share their current resources to earn more and 65% of them intend to share bike or motorbike
  4. 4. 3 N = 700 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 5% 3% 4% 6% 8% 8% 26% 42% Others Factory Worker Housewife Job seeker/Retired Engineer/Doctor/Teacher Self-employed Student Office staff 26% 28% 43% 2% Over 30 26-30 18-25 Under 18 29% 71% Male Female 28% 72% Hà Nội Hồ Chí Minh
  5. 5. 4 6% 79% 87% I don't know any taxi services Uber Grab Total 6% 79% 88% Hồ Chí Minh 6% 77% 84% Hà Nội GRAB IS THE MOST WELL-KNOWN NEW TAXI SERVICE BRAND (KINDS OF SHARING ECONOMY) IN VIETNAM Do you know any sharing economy services listed below? N = 700 N = 506 N = 194
  6. 6. 5 2% 31% 34% 35% 37% 41% 41% 41% 46% 53% 61% Others TV ads Out of homes News/ Magazines Through blog, facebook… of KOLs Website/ Forum ads Through smartphone other apps See brands on app store of smartphone People around me talk about these services Friends/ relatives recommendation Facebook Total 3% 29% 33% 35% 36% 39% 41% 42% 47% 55% 63% Hồ Chí Minh 2% 37% 35% 35% 40% 45% 39% 39% 42% 46% 57% Hà Nội FACEBOOK IS AN EFFECTIVE CHANNEL TO LAVERAGE BRAND AWARENESS How do you know these taxi services? (by city) N = 661 N = 478 N = 183
  7. 7. 6 2% 31% 34% 35% 37% 41% 41% 41% 46% 53% 61% Others TV ads Out of homes News/ Magazines Through blog, facebook… of KOLs Website/ Forum ads Through smartphone other apps See brands on app store of smartphone People around me talk about these services Friends/ relatives recommendation Facebook Total 1% 31% 35% 35% 36% 43% 41% 41% 43% 46% 66% Under 18-25 5% 33% 38% 35% 45% 44% 42% 42% 46% 57% 62% 26-30 1% 27% 27% 34% 30% 33% 38% 41% 49% 61% 52% Over 30 AGAIN, FACEBOOK IS THE MOST EFFECTIVE CHANNEL TO GAIN BRAND AWARENESS ACROSS ALL AGE GROUPS How do you know these taxi services? (by age) N = 661 N = 305 N = 191 N = 165
  8. 8. 7 4% 3% 3% 9% 7% 19% 37% Under 18-25 17% 2% 2% 7% 10% 18% 44% 26-30 21% 2% 2% 12% 18% 10% 35% Over 30 GRABTAXI IS USED THE MOST AMONG NEW SHARING ECONOMY SERVICES If you are using these taxi services, which taxi service do you use the most frequently? (by age) N = 661 N = 305 N = 191 N = 165 UberX is preferred by over 30 group 20% 2% 3% 9% 11% 16% 39% I don't know any of them UberMOTO UberBLACK GrabCar UberX GrabBike GrabTaxi Total I don’t use any
  9. 9. 8 19% 2% 3% 10% 13% 20% 33% Hồ Chí Minh 23% 3% 4% 5% 4% 8% 52% Hà Nội HANOIAN PREFERS TO USE GRABTAXI MORE SAIGONESE N = 661 N = 478 N = 183 If you are using these taxi services, which taxi service do you use the most frequently? (by city) 20% 2% 3% 9% 11% 16% 39% I don't know any of them UberMOTO UberBLACK GrabCar UberX GrabBike GrabTaxi Total I don’t use any
  10. 10. 9 3% 9% 10% 11% 26% 28% 30% 30% 32% 33% 36% 41% 44% 44% 45% 49% Others Drivers drive carefully, observe the law Roadmap can be foreseen clearly Want to prove my class Faster moving than traditional taxi Want to experience the new service Friends/ relatives' introducing High quality and modern vehicles Can use service in any places Easy account registration There are many promotions Staffs/ drivers are friendly, devoted Transparent & reasonable price policy Fast and convenient form of payment Call taxi quickly Competitive price than other brands Total PRICE IS THE MAIN REASON FOR USING NEW SHARING ECONOMY SERVICE N = 529 If you are using these type of sharing economy, why do you choose that service?
  11. 11. 10 3% 9% 10% 11% 26% 28% 30% 30% 32% 33% 36% 41% 44% 44% 45% 49% Others Drivers drive carefully, observe the law Roadmap can be foreseen clearly Want to prove my class Faster moving than traditional taxi Want to experience the new service Friends/ relatives' introducing High quality and modern vehicles Can use service in any places Easy account registration There are many promotions Staffs/ drivers are friendly, devoted Transparent & reasonable price policy Fast and convenient form of payment Call taxi quickly Competitive price than other brands Total 3% 11% 9% 7% 21% 26% 29% 13% 39% 31% 41% 49% 55% 39% 49% 55% GrabBike 0% 19% 13% 13% 44% 6% 25% 31% 13% 19% 31% 25% 31% 31% 19% 38% UberMOTO (*) GRABBIKE = COMPETITIVE PRICE + TRANSPARENT PRICE POLICY Why do you choose that taxi service (chosen in Q6)? N = 529 N = 108 N = 16* (*) small sample size just for reference
  12. 12. 11 3% 9% 10% 11% 26% 28% 30% 30% 32% 33% 36% 41% 44% 44% 45% 49% Others Drivers drive carefully, observe the law Roadmap can be foreseen clearly Want to prove my class Faster moving than traditional taxi Want to experience the new service Friends/ relatives' introducing High quality and modern vehicles Can use service in any places Easy account registration There are many promotions Staffs/ drivers are friendly, devoted Transparent & reasonable price policy Fast and convenient form of payment Call taxi quickly Competitive price than other brands Total 4% 10% 12% 12% 29% 32% 35% 33% 32% 36% 38% 39% 42% 47% 44% 48% GrabTaxi 1% 7% 7% 11% 27% 26% 27% 43% 33% 30% 31% 44% 40% 46% 47% 46% UberX 0% 5% 0% 29% 29% 24% 10% 33% 14% 24% 33% 33% 29% 43% 43% 38% UberBLACK (*) 0% 5% 10% 8% 14% 24% 24% 34% 31% 36% 25% 37% 46% 47% 46% 51% GrabCar GRABTAXI / GRABCAR = COMPETITIVE PRICE + CONVENIENT PAYMENT UBERX = CALL TAXI QUICKLY Why do you choose that taxi service ? N = 529 N = 255 N = 70 N = 59 N = 21* (*) small sample size just for reference
  13. 13. 12 4% 24% 29% 34% 42% 56% Others Daily go to school/work Business purposes For long trip Go to luxury party When I want to move immediately Total 3% 32% 24% 26% 16% 59% GrabBike 0% 50% 31% 38% 31% 56% UberMOTO (*) MOVING IMMEDIATELY IS THE MAIN PURPOSE OF CHOOSING BIKE TAXI SERVICES What are your main purposes when choosing that taxi service? N = 529 N = 108 N = 16* Bike taxi service is also used to go to work daily (*) small sample size just for reference
  14. 14. 13 4% 24% 29% 34% 42% 56% Others Daily go to school/work Business purposes For long trip Go to luxury party When I want to move immediately Total 5% 22% 30% 39% 49% 55% GrabTaxi 1% 17% 30% 33% 46% 59% UberX 0% 24% 52% 24% 57% 33% UberBLACK (*) 5% 22% 29% 32% 54% 58% GrabCar AGAIN, MOVING IMMEDIATELY IS THE MAIN PURPOSE OF CHOOSING CAR/TAXI SERVICES What are your main purposes when choosing that taxi service? Beside that taxi service is also used to go to party N = 529 N = 255 N = 70 N = 59 N = 21* (*) small sample size just for reference
  15. 15. 14 5%2% 1% 1% 0% 14%19% 20% 20% 18% 19% 10% 13% 60% 56% 58% 64% 69% 48% 56% 19% 23% 20% 19% 10% 24% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 79% SATISFIED WITH THEIR CURRENT TAXI BRAND How do you feel with your current taxi brand? N = 529 N = 70 N = 255 N = 108 N = 59 N = 21* N = 16*
  16. 16. 15 3% 6% 7% 8% 8% 10% 10% 11% 13% 13% 17% 18% Others Complicated form of payment Untransparent and unreasonable price policy Drivers drive carelessly Roadmap is often protracted, time-consuming Vehicle quality is not good Unfriendly attitude of driver Personal information is unsercured Taxi booking process via application is complicated Complex account registration procedures Taxi waiting time is usually very long Applications frequently fail that I cannot book a ride Total 18% UNHAPPY BECAUSE THEIR APP FREQUENTLY FAILS SO THEY CANNOT BOOK A RIDE N = 529 Is there anything makes you unhappy about this taxi brand?
  17. 17. 16 3% 6% 7% 8% 8% 10% 10% 11% 13% 13% 17% 18% Others Complicated form of payment Untransparent and unreasonable price policy Drivers drive carelessly Roadmap is often protracted, time-consuming Vehicle quality is not good Unfriendly attitude of driver Personal information is unsercured Taxi booking process via application is complicated Complex account registration procedures Taxi waiting time is usually very long Applications frequently fail that I cannot book a ride Total 1% 5% 6% 7% 6% 15% 8% 7% 15% 9% 20% 19% GrabBike 6% 19% 13% 6% 6% 6% 0% 19% 25% 13% 19% 13% UberMOTO (*) GRABBIKE = LONG WAITING TIME + APP ERROR + NOT GOOD VEHICLE Is there anything makes you unhappy about this taxi brand? N = 529 N = 108 N = 16* (*) small sample size just for reference
  18. 18. 17 3% 6% 7% 8% 8% 10% 10% 11% 13% 13% 17% 18% Others Complicated form of payment Untransparent and unreasonable price… Drivers drive carelessly Roadmap is often protracted, time-… Vehicle quality is not good Unfriendly attitude of driver Personal information is unsercured Taxi booking process via application is… Complex account registration procedures Taxi waiting time is usually very long Applications frequently fail that I cannot… Total 5% 8% 7% 8% 9% 10% 11% 12% 14% 15% 18% 22% GrabTaxi 0% 1% 9% 7% 6% 7% 16% 16% 9% 16% 13% 13% UberX 0% 10% 10% 19% 10% 5% 5% 0% 0% 10% 14% 5% UberBLACK (*) 0% 5% 7% 2% 7% 5% 7% 10% 12% 12% 15% 12% GrabCar GRABTAXI / GRAB CAR = APP ERROR + LONG WAITING TIME UBERX = COMPLEX REGISTRATION PROCEDURE + UNFRIENDLY STAFF Is there anything makes you unhappy about this taxi brand? N = 529 N = 255 N = 70 N = 59 N = 21* (*) small sample size just for reference
  19. 19. 18 13% 14% 8% 17% 12% 15% 12% 5% 14% 15% 9% 18% 24% 23% 22% 29% 15% 13% 17% 17% 16% 14% 25% 9% 6% 7% 8% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 More than 3 times/week 2-3 times/week Once/week 2-3 times/month Once/month 2-3 months/once More 3 months/once 75% USE THESE NEW SERVICES AT LEAST ONCE PER MONTH How often do you use this taxi service? N = 529 N = 240 N = 159 N = 130
  20. 20. 19 2% 3% 1% 3% 9% 7% 14% 8% 14% 10% 19% 15% 21% 20% 19% 26% 41% 46% 34% 38% 12% 15% 12% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Under $2.5 $2.501 - $5 $5.001 - $7.5 $7.501 - $10 More than $10.001 I do not remember 2% 4% 3% 3% 1% 9% 4% 6% 4% 19% 21% 14% 9% 12% 13% 19% 17% 21% 17% 20% 29% 21% 17% 41% 47% 44% 45% 27% 35% 12% 20% 15% 8% 11% 9% Total Under $200 $201 – $450 $451 - $700 $701 – $1000 $1001 and over 62% SPEND $2.501 - $7.5 EACH TIME USING THIS NEW TAXI SERVICE How much do you spend each time using this taxi service? Higher income, higher spending on this taxi service N = 529 N = 240 N = 159 N = 130 N = 529 N = 81 N = 147 N = 126 N = 73 N = 92
  21. 21. 20 15% 15% 21% 8% 51% 48% 50% 58% 27% 32% 23% 25% 5% 3% 4% 9% 2% 3% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 I will use traditional taxi only I will prefer using traditional taxi in priority I will use this type of taxi parallel with traditional taxi I will prefer using this type of taxi in priority I will use this type of taxi only TRADITIONAL TAXI SERVICES LOSE 15% MARKET SHARE TO NEWS SHARING ECONOMY TAXI SERVICES What is your usage intention towards this type of taxi in the future? N = 529 N = 240 N = 159 N = 130
  22. 22. 21 15% 14% 16% 16% 16% 19% 10% 16% 69% 67% 74% 68% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Reasonable (for easy car identification...) Unreasonable (cause of reducing luxury...) Attaching taxi roof sign/ brand logo does not affect me 69% FEEL THAT ATTACHING TAXI ROOF SIGN OR BRAND LOGO ON UBER AND GRAB TAXI IS REASONABLE How do you feel about attaching taxi roof sign/ brand logo on Uber/Grab taxi? N = 529 N = 240 N = 159 N = 130
  23. 23. 22 69% 71% 61% 75% 31% 29% 39% 25% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Yes No Do you intend to be a driver of Uber/ Grab… services? ONLY 31% INTEND TO BECOME A DRIVER OF UBER/ GRAB SERVICE N = 661 N = 305 N = 191 N = 165
  24. 24. 23 7% 26% 27% 28% 31% 34% 38% 39% 42% Others Do have to take time to find customers High income Car loan supporting with preferential policies Salary supporting in the initial stage Fare calculation method is profitable for driver Stable income It's fun because I can meet many people Make use of spare time to earn more Total 3% 22% 17% 21% 25% 28% 37% 28% 38% Under 18-25 12% 35% 45% 42% 42% 47% 49% 51% 50% 26-30 5% 17% 17% 20% 27% 22% 22% 41% 37% Over 30 If you intend to be a driver of Uber/ Grab… services, why do you want to work for this service? 42% INTEND TO BE A DRIVE OF UBER OR GRAB TO MAKE USE OF SPARE TIME TO EARN MORE 26-30 and over 30 want to become Uber / Grab driver for fun, to meet many people N = 204 N = 89 N = 74 N = 41
  25. 25. 24 18% 18% 16% 18% 35% 40% 32% 29% 19% 18% 12% 28% 16% 15% 18% 15% 13% 10% 21% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Totally agree Agree No comment Disagree Totally disagree There is an opinion: " We should prohibit this type of these taxi services in Vietnam“ What do you think about this opinion? 53% DO NOT AGREE WITH THE OPINION THAT WE SHOULD PROHIBIT THIS TYPE OF TAXI SERVICES IN VIETNAM N = 529 N = 240 N = 159 N = 130
  26. 26. 25 39% 7% 8% 9% 9% 10% 15% 17% 43% I don't know any service Airbnb Taske.me Travelmob Triip.me Ahamove Việc nhà HomeAway Grab giao hàng Total 39% 7% 7% 8% 9% 11% 12% 15% 45% Hồ Chí Minh 39% 6% 12% 10% 10% 8% 22% 21% 38% Hà Nội GRAB GIAO HÀNG (DELIVERY SERVICE) IS ALSO A WELL-KNOWN SHARING ECONOMY SERVICE IN VIETNAM Beside Uber, Grab… do you know these economy sharing types listed below? N = 700 N = 506 N = 194
  27. 27. 26 39% 7% 8% 9% 9% 10% 15% 17% 43% I don't know any service Airbnb Taske.me Travelmob Triip.me Ahamove Việc nhà HomeAway Grab giao hàng Total 36% 5% 9% 10% 8% 10% 14% 18% 40% Under 18-25 37% 13% 13% 14% 15% 14% 18% 21% 49% 26-30 45% 3% 2% 2% 5% 5% 12% 9% 43% Over 30 Beside Uber, Grab… do you know these economy sharing types listed below? GRAB GIAO HÀNG (DELIVERY SERVICE) IS ALSO A WEL-KNOWN SHARING ECONOMY SERVICE IN VIETNAM ACROSS ALL AGE GROUPS N = 700 N = 319 N = 196 N = 185
  28. 28. 27 4% 19% 21% 27% 27% 28% 29% 30% 30% 34% 44% Others Out of homes TV ads People around me talk about these services News/ Magazines See brands on app store of smartphone Website/ Forum ads Through blog, facebook… of KOLs Through smartphone other apps Friends/ relatives recommendation Facebook Total 4% 18% 18% 26% 25% 30% 28% 28% 28% 36% 43% Hồ Chí Minh 5% 21% 29% 28% 32% 24% 31% 34% 34% 30% 46% Hà Nội FACEBOOK IS THE MAIN CHANNEL TO GAIN BRAND AWARENESS If you know sharing economy services, how do you know these services? N = 430 N = 311 N = 119
  29. 29. 28 4% 19% 21% 27% 27% 28% 29% 30% 30% 34% 44% Others Out of homes TV ads People around me talk about these services News/ Magazines See brands on app store of smartphone Website/ Forum ads Through blog, facebook… of KOLs Through smartphone other apps Friends/ relatives recommendation Facebook Total 3% 16% 19% 24% 24% 24% 27% 33% 24% 28% 46% Under 18-25 9% 30% 31% 33% 30% 39% 37% 33% 37% 40% 47% 26-30 2% 12% 12% 25% 31% 24% 22% 21% 33% 40% 35% Over 30 FACEBOOK IS THE MAIN CHANNEL TO GAIN BRAND AWARENESS If you know sharing economy services, how do you know these services? N = 430 N = 204 N = 124 N = 102
  30. 30. 29 49% 4% 6% 6% 8% 9% 9% 15% 30% I don't use any service Airbnb Ahamove Travelmob Taske.me Triip.me Việc nhà HomeAway Grab giao hàng Total 51% 4% 6% 5% 6% 7% 8% 12% 32% Hồ Chí Minh 46% 5% 6% 9% 12% 14% 12% 21% 26% Hà Nội Do you actually use sharing economy services? If yes, which services do you actually use? 30% USE SERVICE OF GRAB GIAO HÀNG N = 700 N = 506 N = 194
  31. 31. 30 49% 4% 6% 6% 8% 9% 9% 15% 30% I don't use any service Airbnb Ahamove Travelmob Taske.me Triip.me Việc nhà HomeAway Grab giao hàng Total 49% 3% 4% 6% 8% 9% 8% 14% Under 18-25 44% 8% 12% 12% 11% 14% 13% 21% 38% 26-30 56% 3% 3% 1% 2% 3% 8% 9% 27% Over 30 Do you actually use sharing economy services? If yes, which services do you actually use? 30% ACTUALLY USE SERVICE OF GRAB GIAO HÀNG N = 700 N = 319 N = 196 N = 185
  32. 32. 31 Do you intend to share your current resources (house, car, time…) to earn more? 43% USER INTEND TO SHARE THEIR CURRENT RESOURCES TO EARN MORE 57% 61% 44% 63% 43% 39% 56% 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18-25 26-30 Over 30 Yes No N = 700 N = 319 N = 196 N = 185
  33. 33. 32 7% 29% 35% 65% Others House Car Bike/ Motorbike Total 2% 27% 22% 72% Under 18-25 15% 37% 43% 64% 26-30 1% 22% 43% 55% Over 30 If you intend to share your current resources, which resources do you intend to share? 65% INTEND TO SHARE BIKE OR MOTORBIKE TO EARN MORE N = 304 N = 126 N = 109 N = 69
  34. 34. 33 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing) o Email: pimparima.p@di-mktg.com o Contact number: +66 96 245 3656
  35. 35. 34 CONTACT US • Indonesia: o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India: o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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