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
Video Advertising
amounts to $4.4M (6.6% of the total) and will grow by an annual CAGR of
Search Advertising
amounts to $30.8M (46.46% of the total) and will grow by an annual CAGR of
Social Media Advertising
amounts to $5.8M (8.7% of the total) and will grow by an annual CAGR of
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
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:
internet users
active social media users
mobile subscriptions
active mobile social users
Digital Device Ownership
mobile phone
smart phone
PC
tablet
TV Streaming Device
Handheld Gaming Console
E-Reader Device
Wearable Tech Device
Time Spent with Media
Average daily use of the internet (PC/Tablet):
Average daily use of the internet (Mobile):
Average daily use of social media (any device):
Average daily use of television:
Frequency of Internet Use
Every day
Once per week
Once per month
Less than once per month
Share of web traffic by device
PC
Mobile
Tablet
Other devices
Top Active Social Platforms
Zalo
Facebook Messenger
Google+
Skype
Viber
Line
Whatapp
Mobile Activities
Mobile Messengers
Watching videos
Playing games
Banking
Maps
E-Commerce By Device (past 30 days)
Purchased a product or service online
Searched online for a product of service
Visited an online retail store
Made an online purchase via PC
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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