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Vietnam’s young population and low service costs help give the country a higher internet penetration rate than most of its neighbors in Southeast Asia. Usage of smartphones and related activities, including use of social media and messaging apps, are also fairly high. VIETNAM’S INTERNET PENETRATION IS DRIVEN BY MOBILE PHONES. SMARTPHONE USERS GRAVITATE TO SOCIAL NETWORKS. MESSAGING APPS APPEAL TO THE PRICE CONSCIOUS. LOCAL AND REGIONAL PLAYERS RULE ECOMMERCE. PAYING CUSTOMERS STILL PREFER CABLE AND SATELLITE OVER VIDEOONDEMAND.
VIETNAM ONLINE Digital Usage and Behavior, 2015-2020 NOVEMBER 2016 Rahul Chadha Contributor: Dustin Sodano Read this on eMarketer for iPad VIETNAM ONLINE: DIGITAL USAGE AND BEHAVIOR, 2015-2020 Vietnam’s young population and low service costs help give the country a higher internet penetration rate than most of its neighbors in Southeast Asia Usage of smartphones and related activities, including use of social media and messaging apps, are also fairly high ■■ ■■ ■■ ■■ ■■ ■■ ■■ ■■ In 2016, more than half of the country will access the internet at least once a month—a higher rate than in India, Indonesia and Thailand Average Daily Time Spent Online Among Internet Users in Vietnam, 2015 % of respondents According to Nielsen, internet users in Vietnam spend nearly 25 hours per week online This is high compared with elsewhere in Southeast Asia One poll found that mobile phones are the most common device used to access the web in Vietnam, employed by 85% of internet users ages 15 to 49 Nearly three-quarters (73%) used laptops More than one-third of Vietnam’s population are social network users By 2020, that figure will approach half (46.7 million) Smartphones, used by 38.3% of adults at least monthly, are a main reason behind social networking’s growth Messaging apps are even more popular One survey found that 74% of smartphone users used a messaging service more than once per week, while only 60% had used social media apps Retail ecommerce sales, excluding travel, will total $1.71 billion in 2016, accounting for just 1.1% of total retail sales in Vietnam By 2020, that figure will expand to only 1.5% Purchasing online video is not yet very common One poll found that only 13% of internet users in Vietnam had paid for an online video provider By comparison, 78% had paid for cable TV and 40% had paid for satellite TV Online video viewers have one destination that stands out from the rest: YouTube WHAT’S IN THIS REPORT? This report looks at some of the most crucial aspects of Vietnam’s digital usage and behavior, including internet penetration, smartphones and social networks, messaging apps, ecommerce and video VIETNAM ONLINE: DIGITAL USAGE AND BEHAVIOR, 2015-2020