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Q&Me is online market research provided by Asia Plus Inc.
Vietnamese social media and online ads 2019
Asia Plus Inc.
Overview
Social media is the information hub for Vietnamese
and many brands take it as the trigger to promote
their products. This survey reveals the current
consumer behaviors as to online / social medias as
well as consumers’ reactions to their marketing
This survey was conducted among 860 samples of
18-47 years old in May 2019.
Accessibility to use social media
Media consumption ratio trend (by length)
TV, 24%
Internet (PC)35%
Internet (Mobile)
27%
Others15%
2016
Q. How long do you access to the following media in a day? (Excluding the time spent for job) Please put the average of the past 7 days.
TV, 20%
Internet (PC)30%
Internet (Mobile)
42%
Others8%
2019
Mobile internet account for 42% of media access and more than the time spent
for PC
Device type to access internet
92%
66%
40% 37%
79%
9% 6%2%
Smartphone Note PC Desktop PC Tablet
2019
Device in use Device in use the most
Q. Please choose all the devices that you use to access to internet personally
Please choose the device that you use the most to access to internet personally
77%
50%
33%26%
64%
13%8% 6%
Smartphone Note PC Desktop PC Tablet
2016
Device in use Device in use the most
92% used smartphone to access internet in 2019 compare with 77% of 2016
Motivations to use SNSSocial networks are for the communication with
family and friends, as well as getting information
Q. What are the main reasons that you use social network (up to 3) (N=860)
76%
48%
39%
30%
26%
13%
11%
9%
7%
7%
3%
1%
Catch up with family and friends
Get information on news and events
Find out entertainment news
Meet new friends
Share photographs and videos
Play games
Follow brands or business
Follow celebrities
Find potential dates
Provide reviews or opinions
Co-ordinate events
Others
Social media popularity
Social services in use
Messenger and Zalo are the two most popular social media / chat service in
Vietnam
Q. What of the following social media are you currently using?
89%
72%
39%
32%
30%
26%
25%
24%
18%
13%
11%
10%
Messenger
Zalo
Zing Me
Skype
Viber
Yahoo!
LINE
SnapChat
2016
91%
90%
39%
35%
32%
26%
21%
15%
14%
14%
11%
Messenger
Zalo
Skype
Zing Me
Viber
LINE
SnapChat
2019
Trusted information source
Q. Please choose the media that you find it more trustworthy when an ad appears (5 = most trustworthy) (N=860)
Friends 63% TV Program 39% Family 65%
Internet Ad 21% Youtube 25%TVCF 40%
Q. Please choose the types of Facebook posts from the brand page that you will like on the scale from 1 to 5 (1 - dislike, 5 - like)
Popular social content
17% 21% 20% 17%9%
20%19% 19%
17%
12%
31% 29% 27%26%
30%
18%21%
20%21%
22%
15% 10% 15% 19%27%
Contents withvideo
Contents withcelebrity
Contents withGame
Contents withQ&A
Contents withinfographics
2016
5 4 3 2 1
19% 17% 16% 14% 10%
30%27% 28% 26%
24%
32% 37% 32% 38%39%
10% 11%13% 12%
15%
9% 7% 11% 9% 12%
Contents withvideo
Contents withcelebrity
Contents withGame
Contents withQ&A
Contents withinfographics
2019
5 4 3 2 1
Content with video is the most popular content followed by celebrity and
gamification
Vietnamese follows “35 brand pages” in average
23%
26%
28%
35%
38%
40%
56%
Receive company information
Give-aways / Lucky drawopportuities
Receive useful tips
I simply like the brand
Discounts / Couponopportunities
Receive event information
Receive latest productinformation
Reasons of “likes”
Q. How many corporate page on Facebook do you “like”? (N=860) / What are the main reasons that you like/follow the brand page? (N=778)
Average:
35 brands
Followers of brand Facebook page
10%
17%
21%20%
22%
10%
Number of “likes” to brand pages
More than 100 50-100 20-50 10-20 1-10 Do not like any pages
Online advertisement popularity
Advertisement effectiveness
Q. Have you clicked any of internet or Facebook ads in past 7 days?
Have you purchased something after looking at internet ads in last 3 month?
57%64%
43%36%
2016 2019
Clicked the ads (in last 7 days)
41%49%
59%51%
2016 2019
Purchased items after seeing the ads
The percentage of people who clicked ads and purchased slightly increase in
2019
Popular online channels to view ads
Q. Which channels would you be likely to click the ads?
49%
31%
17% 18%16%
18%
53%
42%
20% 20% 19% 18%15%
Facebook Youtube On mobile
applications
Other internet site Other social media Other video site Messenger
2016
2019
Facebook and Youtube are still dominant channels to click the ads. The likeness to click
the ads of Youtube in 2019 is higher than 2016
Types of ads to click
26% 26% 25% 20% 17% 18% 16% 10% 7% 7%
33% 32% 32%31%
27% 26%21%
19%18% 16%
25% 25% 28%31%
35% 34%38%
43%36% 33%
8% 9% 7% 10% 12% 11% 15% 16%21%
20%
7% 7% 7% 8% 9% 11% 10% 12% 18% 24%
Product /services
match myinterest
Goodpromotion /
discount
Impressivecontent
Funcontent
Ads fromwell known
brands
Ads withgood
sounds
Ads withcelebrities
Ads frombig
company
Ads withvideo
Ads thatare
repeatedoften
Very likely to click Likely to click Average Unlikely to click Never clicks
Content interest or price incentive are the good triggers to have consumers react
Q. Please rate your willingness to click, in case that the ads are following (1 - unlikely to click, 5 - likely to click) (N=860)
Click experiences and reasons
In addition to the content excitement, some are forced to see the ads to see
their favorite contents
24%
27%
28%
28%
30%
40%
45%
By mistake
As it has good promotion
As I like the brand
As I have to see the ads to seemy favorite content
As it looks funny
As it looks impressive
As products match my interest
Reasons for clicks
Q. Have you clicked any of internet or Facebook ads in past 7 days? (N=860) / Please choose a reason why you clicked on the ad? (only
those who clicks) (N=553)
64%
20%
15%
Experiences of clicking the ads (in last 7 days)
Yes No I do not remember
Click experiences and reasons
In addition to the content excitement, some are forced to see the ads to see
their favorite contents
17%
22%
25%
31%
32%
36%
53%
Sport / Fitness
Kitchen / home appliances
Books
IT / Mobile phones
Food and beverages
Cosmetics
Fashion
Items to buy
39%
41%
20%
Experiences of shopping online after seeing ads
Yes No I do not remember
Q. Have you purchased something after looking at internet ads in last 3 month? (N=860) / What are the categories that you have purchased?
(N=419)
Reluctance against online advertisement
Attitudes toward online ads
Q. Please choose what is applicable to your opinion about internet/ Facebook ads? (N=860)
There are too many ads on
internet
I immediately close online
pop-up ads
83%
I feel irritated with too many
online ads
80%
Majority feel there are too many ads and feel uncomfortable with it
Occasions to get irritated by ads
Q. Please share us what kind of occasion was that when you felt irritated.
(N=860)
12%
4%
4%
6%
12%
55%
Others
Boring ads
Ads are always irritating
Promotiong products that does notmatch my interests
Too much repeating
Unexpected pop-up when browsingcontents
(Unexpected) Pop-up ads are the most irritating ads
Reaction to the video ads
Q. Please share us what kind of occasion was that when you felt irritated.
(N=860)
5%
12%
14%
29%
40%
I tend to see the entire ads
I tend to see entire ads unless it is boring
I close the browser
I tend to see minimum duration unlesscontent is interesting
I see minimum duration then click
Usual actions when ads are on video
More than half users tend to click it immediately, unless
they find the content interesting
Experiences of removing Facebook ”Likes”
63% removes “likes” from brands occasionally, especially due to the
unmatching of the contents
12%
21%
30%
45%
48%
49%
When i feel interactions arewith separate profiles
Post have very few likes
Pots frequency are very few
Post of low-qualities
Too much commercial factors
Posts are different from myinterests
Reasons for the removals
Q. Have you ever removed your "like" of corporate Facebook page? (N=773) / What are the reasons that you removed "like"? (N=773)
11%
52%
24%
13%
Experiences of removing “likes”
Often do it Sometimes do it
Have done it before Never
Respondent profile (N=860)
Male, 48%
Female, 53%
Gender
This survey was conducted among 860 people from the age of 18 - 47 years
old in May 2019.
18-25, 42%
26-34, 45%
35-47, 13%
Age
Q&Me – About Online Market Research Services
Enhanced Service 3: Business survey
Provide the research services driven by the technogies
Our research solutions
Consumer research app
Admin platform
Traditional market research Collect surveys from online consumers Effective retail audit or data collection
Plan, Manage and Analyze data
Our advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 500,000 members as of July, 2019
0%1%
18%
31%
22%
14%
7%
3% 3%1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City
Our advantage – Quick with quality
Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI
Our quality assurance process
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.
Contact Us
URL: http://www.qandme.net
Contact: [email protected]
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3,
HCM City, Vietnam
Tel. +84 2839 100 043
