Advertise in Vietnam

Vietnam has an internet penetration of 52% so based on their total population of 94,444,200 people 49,196,720 are online, leaving 45,380,438 non-internet users.

Compare this to the Asia Pacific region which has an internet penetration of 36.9% with a total online population of 1,506,275,447 for the region as a whole.

Advertise in Vietnam 2017-08-31T19:36:51+00:00

Vietnam’s internet advertising sector is a $66.3M industry, segmented as follows:

Display Advertising

amounts to $24M (36.20% of the total) and will grow by an annual CAGR of

20.71%

Video Advertising

amounts to $4.4M (6.6% of the total) and will grow by an annual CAGR of

71.48%

Search Advertising

amounts to $30.8M (46.46% of the total) and will grow by an annual CAGR of

29.12%

Social Media Advertising

amounts to $5.8M (8.7% of the total) and will grow by an annual CAGR of

17.44%

37% of the population (34,944,354) are on social media, they spend an average of 2.3 hours per day on social platforms, 31% of them use their mobile devices to access social platforms which makes sense because 63% of the population has a mobile phone.

Classifieds Advertising

amounts to $1.4M (2.1% of the total) and will grow by an annual CAGR of

5.87%

Mobile Advertising as a standalone segment, including parts of the above segments, is growing fast and will amount to $62.4M of the total in 2020.

Vietnam’s annual growth:

+10%

internet users

+25%

active social media users

+5%

mobile subscriptions

+21%

active mobile social users

Digital Device Ownership

93%

mobile phone

55%

smart phone

46%

PC

12%

tablet

2%

TV Streaming Device

N/A

Handheld Gaming Console

N/A

E-Reader Device

N/A

Wearable Tech Device

Time Spent with Media

4h 39m

Average daily use of the internet (PC/Tablet):

2h 25m

Average daily use of the internet (Mobile):

2h 18m

Average daily use of social media (any device):

1h 31m

Average daily use of television:

Frequency of Internet Use

78%

Every day

18%

Once per week

3%

Once per month

1%

Less than once per month

Share of web traffic by device

71%

PC

24%

Mobile

4%

Tablet

N/A

Other devices

Top Active Social Platforms

29%

Facebook

25%

Zalo

25%

Facebook Messenger

20%

Google+

15%

Skype

11%

Viber

10%

Line

9%

Twitter

9%

Instagram

14%

Twitter

6%

Whatapp

Mobile Activities

34%

Mobile Messengers

29%

Watching videos

23%

Playing games

19%

Banking

28%

Maps

E-Commerce By Device (past 30 days)

37%

Purchased a product or service online

45%

Searched online for a product of service

33%

Visited an online retail store

32%

Made an online purchase via PC

23%

Made an online purchase via Mobile

Vietnam is one of the countries which has higher total internet advertising growth and lower mobile internet penetration.

This means there is plenty of room for growth but mobile internet penetration will remain relatively low even in 2019 as smartphones are prohibitively expensive for a sizeable proportion of the population. Poor Internet infrastructure and slow adoption of fixed broadband slowed the early development of Internet advertising in many of these markets, but this is set to change as an emerging middle classes boosts consumption and economic growth increases advertising budgets.

Sources: internetlivestats.com, internetworldstats.com, itu.int, Digital IN 2016 WeAreSocial, Global entertainment and media outlook 2015–2019, PwC, Ovum

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