The Connected Consumer Q2 2020 PREPARED BY DECISION LAB AUGUST 2020 Content Introduction TRACKING THE CONNECTED CONSUMERS THE CONNECTED CONSUMERS’ PROFILE Overview Platforms by function Key findings & What it means for Advertisers Our solutions Contact us Introduction Background The Connected Consumer is a quarterly study conducted by Decision Lab starting in 2019. The study focuses on consumers’ online habits, including social media usage, entertainment (music, movies, online videos), as well as online shopping. Data in this report is collected using Decision Lab’s online panel. Disclaimer: This report has been prepared solely for information purposes over a limited time period to provide a perspective on the market. Information, analyses and conclusions contained herein should not be construed as definitive forecasts or guarantees of future performance or results. Decision Lab shall not be liable for any loss arising from the use of this report. Online quantitative survey using Decision Lab’s online panel NORTHEAST NORTHWEST RED RIVER DELTA NORTH CENTRAL APR 2 0 2 0 – JUNE 2 0 2 0 1099 SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE DEC 2 0 19 – FE B 2 0 2 0 2149 SOUTH CENTRAL SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE WESTERN HIGHLANDS AUG 2 0 19 - SE P 2 0 19 457 SAMPLE COLLECTION PERIOD TOTAL SAMPLE SIZE NATIONWIDE SOUTHEAST MEKONG DELTA MALE & FEMALE 15 - 60 The Connected Consumers’ profiles GEN Z GEN Y (MILLENNIALS) GEN X BORN BETWEEN 1997 – 2005 BORN BETWEEN 1981 – 1996 BORN BETWEEN 1960 – 1980 AGE 15 - 23 AGE 24 - 39 AGE 40 - 60 The Top platforms Facebook holds on to the top spot, Zalo and YouTube competing for the second, and TikTok is catching up with Instagram Most used social media platforms 97% 2019 Q1 2020 Q2 2020 96%93% 86% 83% 82% 80% 79% 80% 46%44% 40% 30% 20% 17% 19% 16%16%17% 15% 15% 12% 6% 5% 4%4% 3%2% n/a n/a Facebook Zalo YouTube Instagram TikTok Twitter Pinterest LinkedIn Lotus Gapo 2020 Q2 n=1099 2020 Q1 n=2149 Q: Which of the following social media platforms are you using? (Choose all that apply) 2019 n=457 Videos on TikTok might be short, but their popularity is here to stay. Just recently, Instagram also introduced Reels, a new feature allowing users to create and upload short videos Source: Instagram’s announcement Source: TikTok on Google Play Zalo, TikTok and Twitter surge among Gen X and Gen Z, Instagram holds on to Gen Z but losing popularity among Gen X and Gen Y • Top 5 social media platform by generation Gen X Gen Y Gen Z 93% 97% 96% 84% 97% 97% 86% 99% 100% 87% 89% 88% 95% 90% 90% 99% 90% 87% 72% 80% 76% 72% 85% 65% 66% 82% 67% 19% 34% 67% 21% 42% 68% 30% 44% 66% 15% 25% 56% 9% 22% 32% Q2 2020 n/a Q2 2020 16% Q2 2020 25% 14% 14% 31% 6% Q1 2020 13% Q1 2020 32% Q1 2020 5% n/a n/a 11% 2019 10% 2019 30% 2019 3% 14% 22% n/a n/a n/a Q: Which of the following apps do 2020 Q1 n=266 Q: Which of the following apps do 2020 Q1 n=937 Q: Which of the following apps do 2020 Q1 n=914 you use? (Choose all that apply) 2020 Q2 n=148 you use? (Choose all that apply) 2020 Q2 n=533 you use? (Choose all that apply) 2020 Q2 n=418 The popularity of YouTube, Instagram, TikTok and Pinterest among Gen Z indicates that this is an audio- visual generation. Short, easy-to- remember hashtag plus catchy audio- visual content is the way to approach Gen Z The majority of consumers cannot live without Facebook, but this platform has not yet achieved total dominance Facebook YouTube Zalo Instagram Q2 2020 Q2 2020 Q2 2020 Q2 2020 56% 47% 40% 11% +1% +3% +4% -2% 63% 55% 56% 46% 44% 47% 43% 36% 40% 11% 13% 11% 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 Q: Which of the following social media platforms are you unable to live without? (Choose all that apply) 2020 Q2 n=1099 2020 Q1 n=2149 2019 n=457 Zalo is catching up with Facebook when it comes to Gen X, while YouTube is fighting Facebook for the top spot among Gen Z Gen X Gen Y Gen Z Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 63% 55% 56% 56% 52% 55% 52%54% 49% 49% 45% 42%43% 42% 41% 41% 23%22% 18% 15% 9% 8% 6%4% Q: Which of the following social Q: Which of the following social 2020 Q1 n=266 Q: Which of the following social 2020 Q1 n=937 2020 Q1 n=914 media platforms are you unable to media platforms are you unable to 2020 Q2 n=148 media platforms are you unable to 2020 Q2 n=533 2020 Q2 n=418 live without? (Choose all that apply) live without? (Choose all that apply) live without? (Choose all that apply) • Most used social media platforms What is consumers’ primary app? When asked to select only 1 primary app, Q2 2020 54% 20% 17% 3% 5% Facebook is the choice for a majority of consumers. YouTube and Zalo Q1 2020 55% 18% 19% 4% 4% are competing for the 2nd spot. Facebook YouTube Zalo Instagram Others/Don't care 2020 Q1 n=1439 Q: What is your one primary app? 2020 Q2 n=796 Facebook remains the primary app for all generations, while Zalo falls behind YouTube among younger generations Gen X Gen Y Gen Z Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 58% 53% 55%58% 53% 51% 34% 27% 25%26% 22% 22% 17% 14%12% 14% 10% 7% 4% 3%2% 3% 2020 Q1 n=194 2020 Q1 n=610 2020 Q1 n=581 Q: What is your one primary app? 2020 Q2 n=106 Q: What is your one primary app? 2020 Q2 n=388 Q: What is your one primary app? 2020 Q2 n=297 Platforms by function There is not much changes in consumers’ preference when it comes to music platforms. YouTube reigns as the no. 1 choice for consumers YouTube Local platforms Spotify Q2 2020 Q2 2020 Q2 2020 58% 19% 7% +3% -1% +1% 57% 55% 58% 21% 20% 19% 7% 6% 7% 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2020 Q2 n=1099 2020 Q1 n=2149 Q: Which platform do you go on to listen to music? 2019 n=457 Local music platforms are losing popularity among Gen X, while Spotify is trying to catch up with local music platforms among Gen Z Gen X Gen Y Gen Z 63% 63% 58% 51% 55% 59% 52% 55% 55% 21% 23% 15% 21% 19% 15% 22% n/a 4% 23% 5% n/a 10% 16% 4% 17% 6% 14% 19% 5% 14% Q2 2020 Q1 2020 2019 Q2 2020 Q1 2020 2019 Q2 2020 Q1 2020 2019 Which platform do you go on to 2020 Q1 n=266 Which platform do you go on to 2020 Q1 n=937 Which platform do you go on to 2020 Q1 n=914 listen to music? 2020 Q2 n=148 listen to music? 2020 Q2 n=533 listen to music? 2020 Q2 n=418 Spotify has been localizing its contents and bring on local creators to be more friendly to Vietnamese audiophiles, however, its audience is still mostly Gen Z Despite the drop, YouTube is still the top platform consumers go to for their music/entertainment video fix YouTube Facebook Local platforms Q2 2020 Q2 2020 Q2 2020 67% 10% 6% -9% +2% -3% 75% 67% 8% 10% 9% 6% n/a n/a n/a 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 Q: Which platform do you go on when you want to watch music videos/entertainment videos? 2020 Q2 n=1099 2020 Q1 n=2149 2019 n=457 YouTube still reigns as the go-to place for music/entertainment videos. TikTok is gaining traction among Gen Z while Google Search makes a comeback among Gen X Gen X Gen Y Gen Z 64% 70% 69% 62% 81% 81% 13% 11% 9% 4% 4% 2% 9% 7% 9% 14% 9% 7% 7% 6% 4% 13% 1.2% 5% Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q: Which platform do you go on 2020 Q1 n=266 Q: Which platform do you go on 2020 Q1 n=937 Q: Which platform do you go on 2020 Q1 n=914 when you want to watch music 2020 Q2 n=148 when you want to watch music 2020 Q2 n=533 when you want to watch music 2020 Q2 n=418 videos/entertainment videos? videos/entertainment videos? videos/entertainment videos? TikTok is getting recognized as a platform for short videos, meanwhile, YouTube is unable to compete for the top spot with Facebook Facebook YouTube TikTok Q2 2020 Q2 2020 Q2 2020 41% 31% 14% -1% -5% +6% 41% 42% 41% 40% 36% 31% 8% 8% 14% 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2020 Q2 n=1099 2020 Q1 n=2149 • Q: Which of the following apps do you use when watching short videos? 2019 n=457 TikTok surpassed YouTube as the 2nd most popular platform for short videos among Gen Z • Popular platform to get news Gen X Gen Y Gen Z 50% 37% 45% 50% 47% 57% 45% 41% 47% 30% 27% 35% 13% 32% 27% n/a 36% 5% 36% 22% 4% 26% n/a 40% 13% 8% 5% 7% 2% n/a 7% n/a n/a Q2 2020 Q1 2020 2019 Q2 2020 Q1 2020 2019 Q2 2020 Q1 2020 2019 Q: Which of the following apps do you 2020 Q12020 n=266 n=266 Q: Which of the following apps do you 2020 Q1 n=937 Q: Which of the following apps do you 2020 Q1 n=914 use when watching short videos? 2020 Q2 n=148 use when watching short videos? 2020 Q2 n=533 use when watching short videos? 2020 Q2 n=418 What short videos look like on different platforms FACEBOOK WATCH TIKTOK Amid an influx of movie streaming platforms, consumers turn to Google Search to browse their options YouTube Local platforms Google Search Q2 2020 Q2 2020 Q2 2020 48% 17% 15% -4% -6% +5% 55% 52% 48% 28% 23% 17% 15% 6% 10% 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2019 Q1 2020 Q2 2020 2020 Q2 n=1099 2020 Q1 n=2149 Q: Which of the following apps do you use when watching movies? 2019 n=457 Netflix is catching up with local movie platforms among Gen Z, consumers still flock to YouTube, but not without searching for options on Google • Local streaming services Gen X Gen Y Gen Z 53% 48% 53% 44% 60% 45% 17% 16% 19% 9% 27% 31% 15% 15% 14% 11% 9% 10% 6% 8% 11% n/a n/a n/a 7% 7% 4% 5% 11% 6% Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q2 2020 Q1 2020 Q: Which of the following apps do 2020 Q1 n=266 Q: Which of the following apps do 2020 Q1 n=937 Q: Which of the following apps do 2020 Q1 n=914 you use to watch movies? 2020 Q2 n=148 you use to watch movies? 2020 Q2 n=533 you use to watch movies?