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Vietnamese spending around three work days online per week

Vietnamese spending around three work days online per week

Vietnamese aged between 21 and 29 are spending the most time on Internet. - Photo thesaigontimes.vn

HA NOI (Biz Hub) — Vietnamese consumers spend 24 hours and 7 minutes on average online per week, an increase of almost nine hours from 2014, according to a recent report from Nielsen.

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, which helps understand the extent of cross-device content consumption.

The report has been conducted in nine Asia markets including Indonesia, Malaysia, Philippines, Singapore, Thailand, Viet Nam, India, Taiwan and Hong Kong.

In all markets, a sample of 1,000 frequent online users aged 16 years and above was captured using an online survey methodology.

According to the report, nine out of ten consumers in Viet Nam (91 per cent) own smartphones as personal ownership, compared to 82 per cent in 2014.


Vietnamese spending around three work days online per week

Source: Nielsen Vietnam

In Asia, consumers in Singapore are the most digitally active, averaging 25 hours and 9 minutes per week.

Vietnamese aged between 21 and 29 are spending the most time on Internet, up to 27 hours and 2 minutes per week, growing at a faster pace than other age groups.

Next is the group aged 40 and above, spending around 22 hours and 6 minutes online.

When coming to the devices being used for Internet connection, 31 per cent of consumers most often access Internet via smartphones and 38 per cent of them use laptops for Internet browsing.

"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, and also beyond traditional time parts," notes 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 adds.

The report also shows that traditional TV continues to maintain its position and relevance in terms of content distribution platforms by far with 72 per cent of consumers watching broadcast TV.

However, alternative platforms are emerging; 78 per cent of digital consumers report watching TV content and movies via online platforms such as video-on-demand (VOD).

And 67 per cent of video-on-demand subscribers claim to stream VOD content every day. YouTube (97 per cent), Facebook (81 per cent) and nhaccuatui.com (56 per cent) 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 notes. — VNS

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