e behaviors

consumers
23 December 2011

About the Survey

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Consumers E-behaviors survey was designed with an aim to provide a fresh update about our consumers online behaviors.

The survey were carried out within the first 2 weeks of December, 2011. Achieved sample: n=2,004 Average length of the survey: 12 mins 44 secs

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For further info or feedback, please contact: Ms. Tran Lien Phuong Research Director

TRAN.LIEN.PHUONG@EPINION.VN

The Respondents Profile

Gender Age
44% 38%

50%

50%

Male Female 11% 6% 20-24 25-34 Over 35

Under 19
n=2004 n=2004

Income
750.000 - 999.999 7.500.000 14.999.000 VND 4.500.000 7.499.000 VND 3.000.000 4.499.000 VND 15.000.000 29.999.000 VND 1.500.000 2.999.000 VND > 45.000.000 VND < 1.500.000 VND
n=2004
1% 7% 8% 12% 15% 2% 20% 20%

Occupation
1%

0%

2%

2%

No formal education Incomplete primary school 1%

0% 2% 2%

11%

2% 1% 13%

Complete primary school Incomplete secondary school: technical/ vocational type 2%

11%

1%

Complete secondary school: technical/ vocational type

13%

62%

Incomplete secondary school: university-preparatory type 62%

Complete secondary school: university-preparatory type Some university-level education, without degree

n=2004

University - level education, with degree

Daily activities

Surfing the web is the most popular activity but dropping during weekends
More outing and group activities on weekends
Weekdays
78% 63% 57% 46% 44% 38% 35% 29% 28% 27% 24% 24%

Weekends
Going to the Internet - Surfing the web Watching TV at home Reading books/newspapers/magazines Sleeping Hangout at caf Go shopping Watching movies at home Cooking at home Cruising around the city Working at home Going to bookstores Grocery Shopping at wet market Going to the cinema Playing sports Listening to radio Dining out Working out/go to GYM Boozing Go picnicking Going to beauty salon Going to spa or massage Going to art performance
52% 41% 31% 50% 48% 49% 24% 28% 33% 19% 21%

22%
32% 20% 12% 27%

23%
22% 21% 20% 16%

9%
17% 34% 13% 11% 11%

14%
13% 10% 9% 6%

Q: Which activities do you often do at weekends/ on weekdays? n=2,004

Breakdown by different demo target groups also available upon request.

Online activities

Reading news is the most popular online activities. Chat, games and movies go up on the weekends
93% 85% 84% 73% 70% 81% 70% 66% 69% 69% 57% 55% 31% 36% 22% 16% 21% 12% 19% 9% 5% 30% 43% 45% 32% 33% 31% 30% 25% 3% 2% 7% 1% 1% 1% 29% 34% 29% 10% 1% 0% 0% 0% 4% 2% 1% 2% 0%
Weekdays Most frequent at weekdays Weekends Most frequent at weekends

28% 28%

25% 24%

13%
12% 0% 0%

6%

9%

8%

3%

Q: Which online activities do you often do at weekends/ on weekdays? n=1,558 Q: Which online activities do you do most often at weekends/ on weekdays? n=1,049 (those who often get online at weekends/ on weekdays)

Breakdown by different demo target groups also available upon request.

Favorite online topics and behaviour

Promotions and discounts information catches the most attention of the audience followed by news and music
67% 62% 62% 56% 45%

40%

37%

34%

34%

33%

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Promotions or discounts info World News National News Good songs New products info Info about cuisine, dining out Info about entertainment activities Funny Stories Quotes/Idioms Beauty Tips

Q: Which topics are you interested in when you are surfing the internet? n=1,654

Breakdown by different demo target groups also available upon request.

Our consumers love to share their opinion on various topics they are interested in
50%
60% 51% 37% 32% 24% 9%
Talk to/discuss with other people about the topic Save and bookmark for later reference Post the link on social networks to share with others Post comments

Forward to specific target via emails

Just read and do nothing

0%

100%

Q: When you read your favorite topics, what do you often do after you read them? n=1,654

Breakdown by different demo target groups also available upon request.

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Their involvement is strong across all different topics

62%
News about promotions News about promotions or discounts or discounts
n=1,116

26%

40%

7%

53%

35%

62%
Local news
n=1,032

25%

39%

8%

53%

35%

62%
World news
n=1,021

25%

40%

8%

54%

36%

65%
Nice songs
n=920

25%

43%

7%

54%

36%

65%
New product information
n=752

Talk to/discuss with other people about the topic

29%
Forward to specific target via emails

42%
Post the link on social networks to share with others

7%
Just read and do nothing

56%
Save and bookmark for later reference

36%
Post comments

Actions taken by specific topics can be produced if required

Q: When you read your favorite topics, what do you often do after you read them?

Breakdown by different demo target groups also available upon request.

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Engagement with social

website

12

Yahoo is still the most popular website among the online community

94%
81%

77%
69%

45% 27% 6% 20% 15% 14% 12%

22%

6% 0%

0%

0%

0%

0%

Q: Which of the following websites that you have registered an account? n=1,654 Q: Which one do you use the most often? n=1,654

Breakdown by different demo target groups also available upon request.

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The youth (20-24 years old) dominate among social networks users

5% (90)

4% (72)

3% (54) 14% (116) 32% (87) 37% (100)

5% (90)
12% (100)

11% (91)
35% (95)

12% (100)

35% (95)

n=1,273

n=1,341

n=1,148

n=1,547

48% (106)

49% (108)

52% (114)

46% (101)

Under 19

20-24 25-34

Over 35

Breakdown by different demo target groups also available upon request.

Note: The figure in bracket is the index number indicating the variation from the base value.

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Awareness and attitude towards online ad/

promotion

15

Online banners gain highest awareness but the hook is on the content and layouts execution is key
3% 4% 5% 9% 3% 4% 13%

21%

Awareness Rate
23%

42%

29% 37% 21%

18% 18% 11%

Participate in the forums/post comments Click to see and spread it to many other people

86%

64%
32% 33%

42%

61%
8% 14%

33%

37%

Only click to see if the products or services brands are relevant to me

9% 7%

38% 38%
25% 22% 12% 3% 12%

36%
18% 15% 4% 11%

10% 6% 38% 21%

Click to see if the format/layout is attractive and has impressive effects Click to see more but do nothing after Close this webpage and open another Do not care/skip it

25%

12% 3% 8%

Online Banner
n=1,416

Commercial video Clip

n=1,058

Pop Up
n=1,002

Articles or Social networks, stories about fan pages of products or online services communities
n=627 n=636

Forums, comments
n=595

Q: Which types of online advertisings that you see on the Internet? n= 1,654 Q: What do you often do when you see those types of online advertisings?

Breakdown by different demo target groups also available upon request.

16

Time spent online

17

Nearly one half of Internet users spend 4 hours or more a day online

Under 1 hour

2%

1- 2 hours

17%

>2-3 hours

21%

4hrs24mins
43%

Average time a day

>3-4 hours

17%

4 hours or more

Q: Average, how much time do you spend to surf the internet? n=1,654

Breakdown by different demo target groups also available upon request.

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Peak time is 9-11AM and 8-10PM

31

33
36 29

20 7 4 1 1 43 44 39

31

31
21 28 29

7 3

25

16 22

27

AM

PM

Q: When do you often surf the Internet? n=1,654

Breakdown by different demo target groups also available upon request.

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More about our survey

Break down by demographic groups (age, gender, locations) for presented information is available upon request.
The following information is also available: Technology & Car Brands Banks & Financial Services Vietnamese Economic Outlook Understand your target customers with customer-centric strategies.

Please contact us if you need to know more about your consumers.

Ms. Tran Lien Phuong Research Director TRAN.LIEN.PHUONG@EPINION.VN M: 0903 919 340
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