VAA, Yahoo! and TNS Media

FACT SHEET

 

The Yahoo!–TNS Net Index study is the first in-depth internet media study of Vietnamese internet users.

 

Despite significant interest in the world’s fastest growing medium, internet media research remains limited in Vietnam and Southeast Asia. Not surprisingly, online ‘insights’ are often grounded on gut or confined to the anecdote. Hence, the premise for this research collaboration.

 

The Net Index study aims to provide marketers and media professionals a rigorous and strategic ‘big picture’ overview of Filipino internet users – from their online activities, cross-media usage habits, lifestyles, psychographics, to their brand preferences. These insights will not only address a current knowledge gap, but also go a long way in helping brands unravel the opportunities of the internet medium.

 

 

SURVEY DETAILS

 

Methodology Personal door-to-door interviews using two-part structured questionnaires

 

Area Coverage Ha Noi, Ho Chi Minh, Da Nang and Can Tho

 

RespondentsMales and Females aged 15+ years who have used internet in the past month

 

Sample Size1,200

 

Sampling ApproachMulti-stage Probability Sampling

 

FieldworkDecember 2008

 

 

KEY HIGHLIGHTS

 

•42% of the population in Vietnam’s four biggest cities – Ho Chi Minh City, Hanoi, Da Nang and

Can Tho – has accessed the internet in the past week.

•Vietnamese internet users are likely to be younger. Nearly 80% of those aged between 15-19 years old has accessed the internet in the past week.

 

Age SegmentUsed Past Week (%)

15+ years old42

15-19 years79

20-29 years62

30-39 years30

40+ years19

 

•Average daily time spent on the internet has nearly doubled from 22 minutes in 2006 to 43 minutes in 2008. On the other hand, daily time spent on watching TV has declined by 21% to 233 minutes in 2008.

•Average personal expenditure on the internet (including subscription fee) is about VND174,000 or about USD10 per month.

 

 

 

 

 

 

 

•Home internet access is becoming more prevalent than internet café access. 66% has accessed the internet from home in the past three months. In comparison, 53% has accessed the web from internet cafes and WiFi hotspots in the past three months. However, the teens and users from the lower socio-economic classes still continue to spend a significant part of their internet time in the icafes.

 

Place of AccessAccessed in the past 3 months (%)

At home66

At Internet cafes or WiFi hotspots53

At Work24

At School12

 

 

•Information and other search-related activities are popular online activities. In the past month, 82% has used search engines and nearly 90% has read news on internet portals and other news sites.

•Instant messaging is more popular than email use. 73% has used instant messengers in the past month compared to 58% for web-based email. More than 95% of internet users use Yahoo! instant messenger and email in Vietnam.

 

 

 

Monthly Online ActivitiesPast Month (%)

Read online news on internet portals or news sites89

Used search engines82

Used instant messengers73

Downloaded or uploaded music files online67

Used email58

Visited a social networking site50

Played games online46

Watched TV program or videos clips online43

Read blogs38

Worked on personal blog26

Purchased products online4

Conducted online banking3

 

Done