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Key Trends Shaping the Digital Landscape
And The Current State of the Internet in Vietnam
11 December 2012

Joe Nguyen,
Snr Vice President, APAC – comScore
e: jnguyen@comscore.com Analytics for the Digital World

t: @jnguyen

Today’s Global Internet User

1 in 5 24
Minutes Spent Number of Hours
Social Networking Spent Online

174 2,300
Online Videos pages of content
Viewed consumed

121 56
Searches Distinct Visits
Performed to the Web
Source: comScore Media Metrix, qSearch and Video Metrix,
Google Confidential and Proprietary 2
Visitors Age 15+ Home/Work Location, Worldwide, April 2012

The U.S. Is No Longer the Center of the Online
Universe
U.S. Internet Population vs. Rest of the World Distribution of Worldwide Internet Audience

Middle
Rest of the East-
World 34% Latin
Africa,
America,
8.9% Asia
8.9%
Pacific,
87% North 41.1%
America,
U.S. 14.5% Asia Pacific
66%

13% Europe,
26.6%
1996 2011

In 1996, 2/3 of world’s Internet population was in the US, yet today Asia Pacific is the
largest region with over 40% of the online population.

Source: comScore Media Metrix, Visitors Age 15+
Home/Work Location, Apr-2012 Google Confidential and Proprietary 3

China, the U.S. and Japan Represent Largest
Online Populations
World’s Largest Internet Markets
Unique Visitors (000)
China 333,930
United States 188,478
Japan 73,466
India 57,838
Russia 56,924
Germany 51,600
Brazil 45,478
France 43,207
United Kingdom 37,613
South Korea 31,005
Source: comScore Media Metrix, Visitors Age 15+ Home/
Work Location, April 2012 Google Confidential and Proprietary

Vietnam’s Online Population has grown 15%
since October 2011
Online Population in 000s
16,000
14,000
•  53% male
12,000 •  5.7 million
between 15-34
10,000 •  70% of VN
males
8,000
6,000 •  47% female
4,000 •  5.4 million
between 15-34
2,000 •  75% of VN
females
0

All Females (15+) All Males (15+)

Source: comScore Media Metrix, Visitors Age 15+
Home/Work Location, Aug 2011-Oct 2012 Google Confidential and Proprietary 5

Vietnam is similar to other SEA countries in
Age Distribution of Online Users
% of Internet Audience Under Age 35
India 74.7%
Thailand 74.4%
Vietnam 73.3%
Venezuela 71.2%
Indonesia 70.7%
Philippines 70.6%
Turkey 70.6%
Colombia 65.8%
Mexico 62.6%
Malaysia 62.3%
Singapore 52.8%

These Young Users Account for an Even
Greater Share of Time
Share of Total Online Minutes

Thailand 77.5% 22.5%

Vietnam 78.6% 21.4%

Indonesia 71.4% 28.6%

Philippines 71.0% 29.0%

Malaysia 65.0% 35.0%

Singapore 58.4% 41.6%

Under Age 35 Age 35 and Older

Source: comScore Media Metrix, Visitors Age 15+ Home/ Google Confidential and Proprietary
Work Location, April 2012

In most of SEA, Total Engagement Falls Below
Global Average – EXCEPT VN and TH
Average Hours Spent Online, April 2012
39.6
37.1

29.8 29.1
23.8
21.5 19.2
17.4 16.3

ide . UK nd am re es ia ia
ldw U.S aila ietn apo ppin lays ndones
Wor Th V Sing Phil
i Ma I


4 KEY TRENDS SHAPING THE DIGITAL
LANDSCAPE
!  SOCIAL NETWORKING

!  E-COMMERCE

!  ONLINE VIDEO

!  MOBILE

Google Confidential and Proprietary

SOCIAL
NETWORKING


The Rise of the Global Social Networking Audience

Worldwide Total Unique Visitors (MM)
1,600

1,400
+88%
Total Internet
1,200

1,000
+174%
Social
Networking
800

600

400

200

0
2007 2008 2009 2010 2011

Source: comScore Media Metrix, March 2007 - October 2011 Google Confidential and Proprietary

Vietnam has seen an 17% increase in Social
Networkers Y-O-Y

Work Location, Oct 2011- Oct 2012 Google Confidential and Proprietary

Source: comSCore Media Metrix,
March 2007 – October 2011 Google Confidential and Proprietary

The Philippines has the Highest Reach for
Social Networking, but Thailand is Home to the
Most Engaged Social Networkers
Social Networking % Reach Social Networking Average
of Visitors Hours per Visitor

Philippines 96.0% Thailand 8.9

Singapore 94.7% Philippines 8.0

Malaysia 94.2% Malaysia 5.6

Indonesia 92.6% Indonesia 4.9

Thailand 92.5% Singapore 3.7

In Oct. 2012,
Vietnam 86.3% Vietnam 3.7 this was 5.9
Hrs per visitor!
Source: comScore Media Metrix, Visitors Age 15+ Home/Work
Location, April 2012 Google Confidential and Proprietary

e-Commerce


Asia Pacific Falls Below the Global Average for
Retail Visitation
% Reach of Retail Category % Reach of Retail Category APAC
by Global Region Taiwan 85.8%
Japan 83.9%
Worldwide 72.0%
New Zealand 80.7%
Vietnam 79.2%
North America 88.6% Australia 72.7%
South Korea 72.4%
Europe 78.1% Hong Kong 70.0%
Singapore 67.2%
Latin America 70.6% Thailand 66.8%
China 64.9%
Asia Pacific 67.0% India 57.6%
Indonesia 54.9%
Middle East - Philippines 50.7%
51.2%
Africa Malaysia 50.2%
Work Location, April 2012

But eCommerce is dependent on Banks…

And
Travel!

Work Location, Oct 2011- Oct 2012 Google Confidential and Proprietary

ONLINE VIDEO


1.2 Billion People Worldwide Viewed a Total of 211
Billion Videos in April 2012
Top Global Video Properties by Share of
Videos Viewed (Billions) Videos

Google Sites 87.6 41.4%

Youku Inc. 4.1 1.9%

Dwango Co., Ltd. 3.5 1.6%
2 in every 5 Videos
Viewed on
VEVO 3.1 YouTube 1.5%

Tencent Inc. 2.7 1.3%
Source: comScore Video Metrix, Viewers Age 15+ Home/
Work Location, April 2012, Worldwide Google Confidential and Proprietary

Vietnam has more Online Video Viewers than
many other Asian Countries

Source: comScore Video Metrix, July 2012 Google Confidential and Proprietary

Youtube leads, but local sites do very well!

Source: comScore Video Metrix Vietnam, July 2012 Google Confidential and Proprietary

MOBILE


Mobile & Tablet Devices Shifting How Users
Connect Across the Globe

Non-Computer Traffic for Selected Markets
Mobile Tablet Other

Singapore 11.5%
UK 9.5%
U.S. 8.2%
Australia 7.7%
Japan 7.1%
Canada 6.5%
Spain 5.2%
India 5.1%
France 2.8%
Brazil 1.5%
Source: comScore Device Essentials, Dec-2011 Google Confidential and Proprietary

Cross-Device Consumption Trend: Device Usage
Differs Throughout Day
Tablets rule the
PCs dominate
home
working hours

Smartphones bridge
the gaps

Weekday Share of Device Page Traffic in the Singapore

Source: comScore Device Essential,
Confidential and Proprietary 25 Google Confidential and Proprietary
Week of May 14, 2012, Singapore

Tablets Account for More than 40% in Malaysia,
Philippines, Thailand
Share of Non-Computer Traffic by Market
Mobile Tablet Other

9.4%
21.5%
39.3% 44.5%
42.8% 46.2%

90.2%
77.8%
58.9% 54.6% 49.5% 51.0%

Singapore Malaysia Philippines Thailand Vietnam Indonesia

Source: comScore Device Essentials, March 2012 Google Confidential and Proprietary

Key Takeaways

•  Vietnam’s Internet Population is very young and growing

•  Like elsewhere, Social Networks are dominating users’ time

•  eCommerce in VN is still far away and banks and travel will
have to lead

•  Vietnamese, more than other SEA counterparts, love online
videos

•  Mobile internet and tablet usage are still growing in Vietnam


Last Thought – VN Total Adspend vs. Digital
since 2001
18 1000

900

Digital TOTAL Adspend (US$ Million)
16
Digital Adspend (US$ Million)

800
14

700
12
600
10
500
8
400
6
300

4
200

2 100

0 0
2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015

Digital AdSpend (US$ Million) Total AdSpend (US$ Million)

Source: ZenithOptimedia - ADVERTISING EXPENDITURE FORECASTS
DECEMBER 2012

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