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Snapshot of attitudes towards social media and online ads

Released at: 16:42, 16/10/2019

Snapshot of attitudes towards social media and online ads

Illustrative image (Photo: Viet Tuan)

Report from Japanese online market researcher Asia Plus on social media and online ads released on October 16.

by Phi Linh

A recent report released by Japanese online market researcher Asia Plus reveals current consumer behavior in Vietnam regarding online / social media as well as consumer reactions to marketing.

Social media is an information hub for Vietnamese and many brands use it to promote their products. The survey was conducted on 860 respondents aged 18-47 years in May. Highlights include:

Media access from mobile phones has increased to 42 per cent from 27 per cent in 2016. Mobile internet is the most popular means of accessing media. Ninety-two per cent used smartphones to access the internet in 2019 compared to 77 per cent in 2016.

Social networks are for communication with family and friends as well as for obtaining information, according to 76 per cent and 48 per cent of respondents, respectively.

Messenger and Zalo are the two most popular social media / chat services in Vietnam, with 91 per cent and 90 per cent of respondents using them this year.

Content with video is the most popular form, with 19 per cent, followed by celebrity and gamification with 17 per cent and 16 per cent, respectively.

Vietnamese follow 35 brand pages on average but 63 per cent have removed “likes” from brands occasionally, especially due to content not matching reality.

The percentage of people who clicked on ads and purchased has increased slightly this year. Facebook and YouTube remain the dominate channels for clicking on ads. More people click on YouTube ads now than in 2016.

Content interest or price incentives are good triggers to gain consumers reactions.

The majority of respondents feel there are too many ads and are uncomfortable with this, and many immediately close pop-up ads and are irritated by too many ads.

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