Vietnam Online: Digital Usage and Behavior, 2015-2020 - eMarketer

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Vietnam Online: Digital Usage and Behavior, 2015-2020

eMarketer Report

By: eMarketer

Published: November 21, 2016

Jump to: Executive Summary | Table of Contents | List of Charts

Executive Summary

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.
  • 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.

"Internet users in Vietnam tend to spend a great deal of time online. In 2015, 58% of users spent an average of 3 to 7 hours daily online, while 20% spent 9 or more hours on the web."

Table of Contents

Vietnam’s Internet Penetration Is Driven by Mobile Phones

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Smartphone Users Gravitate to Social Networks

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Messaging Apps Appeal to the Price Conscious

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Local and Regional Players Rule Ecommerce

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Paying Customers Still Prefer Cable and Satellite over Video-on-Demand

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Related eMarketer Content

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22 charts are included in the full report:

Vietnam Online 2016: Internet, Mobile, Social Media Networks, Messaging, Ecommerce and Video Usage

Average Daily Time Spent Online Among Internet Users in Vietnam, 2015 (% of respondents)

Vietnam’s Internet Penetration Is Driven by Mobile Phones

Weekly Time Spent Online According to Internet Users in Select Countries in Asia-Pacific, Nov 2015 (hours)

Average Daily Time Spent Online Among Internet Users in Vietnam, 2015 (% of respondents)

Devices Used to Access the Internet Among Internet Users in Vietnam, 2014 & 2015 (% of respondents)

Mobile Phone* and Smartphone** Users in Vietnam, 2015-2020

Smartphone Users Gravitate to Social Networks

Social Network Users and Penetration in Vietnam, 2015-2020

Leading Internet Activities Among Internet Users in Vietnam*, 2015 (% of respondents)

Frequency with Which Smartphone Social Media App Users in Indonesia, Thailand and Vietnam Use Smartphone Social Media Apps, March 2016 (% of respondents)

Facebook Users and Penetration in Vietnam, 2015-2020

Social Media/Messaging App User Penetration in Vietnam, by Platform, Q4 2015 (% of population)

Messaging Apps Appeal to the Price Conscious

Smartphone Users in Asia-Pacific Who Use Smartphone Messaging, Social Media and Shopping Apps Regularly*, by Country, May 2016 (% of respondents)

Messaging Apps that Smartphone Users in Vietnam Have Installed on Their Smartphone, by Age, June 2016 (% of respondents in each group)

Number of Messaging Apps Used by Smartphone Messaging App Users in Vietnam, by Age, June 2016 (% of respondents)

Local and Regional Players Rule Ecommerce

Total Retail and Retail Ecommerce* Sales in Vietnam, 2015-2020 (billions, % change and % of total retail sales)

Leading B2C Ecommerce Sites in Vietnam, Ranked by Monthly Page Views, Aug 2016 (millions)

Devices Used for Digital Purchases by Digital Buyers in Vietnam, Aug 2016 (% of respondents)

Product/Service Categories Purchased Digitally by Digital Buyers in Vietnam, 2015 (% of respondents)

Digital Buyers Attached to Cash on Delivery

Primary Payment Method Used for Digital Purchases According to Digital Buyers in Urban Vietnam*, July 2016 (% of respondents)

Payment Methods Used for Ecommerce Transactions According to Digital Buyers in Vietnam, 2014 & 2015 (% of respondents)

Noncash Payment Methods Accepted by Businesses in Vietnam, Nov 2015 (% of respondents)

Paying Customers Still Prefer Cable and Satellite over Video-on-Demand

Internet Users in Vietnam Who Currently Pay for Select TV/Video Services, Sep 2015 (% of respondents)

YouTube Eclipses the Competition

Top 10 Online Video Properties Among Internet Users in Vietnam, Ranked by Unique Viewers, March 2016 (millions)

Top 3 Video-on-Demand (VOD) Platforms According to VOD Viewers in Vietnam, Nov 2015 (% of respondents)