The Nielsen Vietnam Cross-Platform Insights Report 2015 provides a comprehensive view of the way Vietnamese consume digital media in today’s cross-platform environment.
The report was conducted in nine Asian markets including Indonesia, Malaysia, Philippines, Singapore, Thailand, Vietnam, India, Taiwan (China) and Hong Kong (China).
In all markets, 1,000 frequent online users aged 16 and above were sampled using an online survey methodology.
According to the report, nine out of ten consumers in Vietnam (91%) own smartphones, compared to 82% in 2014.
In Asia, consumers in Singapore are the most digitally active, averaging 25 hours and 9 minutes per week.
Vietnamese between the ages of 21 and 29 are spending the most time on the internet, up to 27 hours and 2 minutes per week.
Next is the age group of 40 and over, spending around 22 hours and 6 minutes online.
Regarding devices used for internet connection, 31% of consumers access the web via smartphones and 38% use laptops to browse.
“The rapid up-take of connected devices, especially smartphones and tablets, is instrumental in media consumption shifting beyond traditional media formats such as broadcast TV,” noted Doan Duy Khoa, Director of Consumer Insights of Nielsen Vietnam.
“For media owners, it is becoming increasingly important to understand consumers’ viewing habits in order to deliver the right content at the right time, working in partnership with advertisers to uncover new opportunities to connect with and engage consumers to build brand awareness, affinity and loyalty,” he added.
The report also shows that traditional TV continues to maintain its position and relevance in terms of content distribution platforms by far, with 72 percent of consumers watching broadcast TV.
However, alternative platforms are emerging; 78 percent of digital consumers report watching TV content and movies via online platforms such as video-on-demand (VOD).
And 67 percent of video-on-demand subscribers claim to stream VOD content every day. YouTube (97 percent), Facebook (81 percent) and nhaccuatui.com (56 percent) are acknowledged as the top three popular sources from which consumers access VOD content.
According to the report, more than nine in 10 Vietnamese are dual-screeners. Regardless of age, they all love to access some form of content through TV and online sources at the same time.
“As device ownership increases, dual screening could become the norm. There is likely to be increasing experimentation to access content through new devices like smartphones, tablets and Connected/Smart TVs,” Khoa noted.