72% online population buy product after watching KOLs advertisement

1. STUDY ABOUT THE INFLUENCES OF
KEY OPINION LEADERS TOWARD
VIETNAMESE ONLINE POPULATION
BY DI-MARKETING (www.di-onlinesurvey.com)Jul, 2016

2. 1
SCOPE OF WORK
 This survey was conducted to study about the influences of
key opinion leaders in Vietnam
 Methodology: Online survey
 Fieldwork time: 3 days (25/07/2016 to 27/07/2016)
 Sample size: N = 1100
 Geography: Nationwide

3. 2
KEY FINDINGS
• Singer and actor are top followed KOLs* in Vietnam
• Facebook, Youtube and online news are popular channels for updating news about KOLs
• Facebook is the main channel for updating KOLs’ news
• 53% follow KOLs for entertainment
• 50% online users are influenced by fashion style of their KOLs
• Video / Vlog integrated with product introduction are top popular advertisements using KOLs
• 46% appreciate the reliability of advertisement that has product experience sharing or
review of KOLs
• 61% are more trusting and more interested with the advertisement that has KOLs
• 72% online users buy product after watching KOLs advertisements
• Scandal of KOL who represent for a product can influence 56% online users in buying
behavior
* KOL : Key opinion leader

4. 3
N = 1100
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
4%
3%
4%
4%
7%
7%
30%
40%
Others
Factory Worker
Housewife
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Student
Office Worker
20%
27%
46%
7%
Over 30
26-30
18-25
Under 18
40%
60%
Male
Female
32%
2%
2%
4%
17%
42%
Others
Cần Thơ
Hải Phòng
Đà Nẵng
Hà Nội
Hồ Chí Minh

5. 4
4%
14%
16%
17%
18%
20%
21%
24%
24%
32%
37%
40%
45%
68%
72%
Others
Journalist
Writter
Experts…
Fashionista
Blogger, Beauty blogger
Athlete
Businessman
Vlogger, youtuber
Hot girl
Miss
MC
Model, beauty
Actor
Singer
Total
9%
4%
10%
13%
22%
29%
15%
10%
38%
35%
38%
46%
54%
67%
85%
Under 18
4%
15%
20%
20%
22%
28%
18%
22%
35%
36%
36%
38%
45%
69%
75%
18-25
3%
14%
10%
14%
16%
14%
22%
25%
13%
29%
41%
39%
46%
70%
71%
26-30
5%
16%
18%
18%
11%
8%
28%
32%
8%
26%
34%
43%
41%
66%
64%
Over 30
SINGER AND ACTOR ARE TOP FOLLOWED KOLS* IN VIETNAM
Do you often follow KOLs* news? If yes, who do you often follow?
N = 1100 N = 78 N = 511 N = 296 N = 215
* KOL : Key opinion leader

6. 5
FACEBOOK, YOUTUBE AND ONLINE NEWS ARE POPULAR
CHANNELS FOR UPDATING NEWS ABOUT KOLS*
3%
10%
23%
25%
31%
35%
45%
59%
61%
84%
Others
Radio
Blog
Events
Other social network
Newspapers, magazines
TV
Online news
Youtube
Facebook
Total
9%
6%
31%
33%
36%
38%
64%
62%
77%
96%
Under 18
2%
11%
25%
24%
33%
32%
44%
58%
67%
89%
18-25
3%
10%
21%
24%
29%
36%
44%
62%
57%
80%
26-30
4%
7%
19%
26%
28%
40%
43%
54%
50%
73%
Over 30
Which channels do you often follow/ update news about KOLs*?
N = 1100 N = 78 N = 511 N = 296 N = 215
* KOL : Key opinion leader

7. 6
0% 1% 0% 0% 1%
4% 4%
4%3% 3% 3%
2% 5%5% 5% 5%
6% 3%
6% 9%
4%
7% 9%
6%
6%
6%
8%
21%
12%
16%
27%
27%
53%
67%
61%
44%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Facebook
Website
Other social network
TV
Youtube
Blog
Newspapers, magazines
Events
Radio
Others
FACEBOOK IS THE MAIN CHANNEL FOR UPDATING KOLS*’ NEWS
Which channels do you follow/ update news about KOLs* the most frequently?
Younger group uses Facebook more
N = 1100 N = 78 N = 511 N = 296 N = 215
* KOL : Key opinion leader

8. 7
HOÀI LINH, TRẤN THÀNH ARE 2 ACTORS FOLLOWED THE MOST
MỸ TÂM, KHỞI MY ARE 2 SINGERS FOLLOWED THE MOST
9%
9%
12%
15%
14%
16%
17%
17%
19%
22%
23%
25%
25%
26%
27%
29%
29%
31%
32%
35%
44%
47%
Others
Mỹ Linh
Văn Mai Hương
Ngô Thanh Vân
Bảo Thy
Hồ Quang Hiếu
Nhã Phương
Lý Hải
Tóc Tiên
Chi Pu
Cẩm Ly
Minh Hằng
Đông Nhi
Sơn Tùng MTP
Hari Won
Noo Phước Thịnh
Hồ Ngọc Hà
Trường Giang
Khởi My
Mỹ Tâm
Trấn Thành
Hoài Linh
Total
28%
7%
13%
11%
13%
17%
24%
8%
26%
29%
11%
19%
39%
32%
38%
39%
19%
28%
43%
18%
47%
32%
Under 18
11%
7%
13%
14%
16%
16%
18%
13%
20%
27%
15%
25%
30%
29%
28%
35%
27%
26%
35%
35%
39%
42%
18-25
4%
9%
11%
14%
13%
18%
18%
26%
19%
17%
26%
27%
18%
24%
26%
23%
33%
38%
30%
35%
49%
52%
26-30
5%
16%
11%
19%
12%
11%
13%
20%
15%
13%
43%
27%
18%
18%
19%
17%
32%
32%
23%
40%
46%
57%
Over 30
If you often follow news of singer/ actor, who do you often follow?
N = 924 N = 72 N = 434 N = 247 N = 171
Under 18 group likes Trấn Thành, Khởi My, Noo Phước Thịnh and Đông Nhi
while 26-30 group likes Lý Hải, over 30 group likes Cẩm Ly

9. 8
PHỞ, JVEVERMIND, AN NGUY ARE TOP WEL-KNOWN YOUTUBERS /
VLOGGERS ACROSS ALL AGE GROUPS
1%
10%
10%
11%
11%
15%
16%
20%
20%
32%
46%
47%
53%
Others
Đu Đồ Đút
Duhocsinhmy
He Always Smiles
Lee D
Lâm Việt Anh
Huy Cung
Dưa leo
Huymeproduction
Robbey
An Nguy
JVevermind
Phở
Total
3%
6%
12%
18%
18%
21%
41%
15%
26%
53%
56%
56%
65%
Under 18
1%
12%
7%
10%
9%
12%
14%
21%
22%
31%
42%
51%
55%
18-25
0%
8%
18%
10%
13%
19%
13%
16%
10%
24%
55%
34%
44%
26-30
0%
4%
11%
14%
14%
18%
7%
29%
21%
29%
43%
32%
46%
Over 30 **
If you often follow vlogger/blogger/youtuber…, who do you often follow?
N = 361 N = 34 N = 237 N = 62 N = 28
* KOL : Key opinion leader
** Small sample size
Under 18 group likes Robbey and Huy Cung

10. 9
ELLY TRẦN, PHẠM HƯƠNG AND NGỌC TRINH ARE TOP BEAUTIES
FOLLOWED THE MOST
2%
4%
5%
5%
6%
6%
11%
14%
17%
21%
23%
29%
29%
35%
36%
38%
Others
Fierybread
Primmy Trương
Mai li Beauty
Loveat1stshine
Mailovesbeauty
Changmakeup
Hạ Vi
Gào
Huyền My
Quỳnh Anh Shyn
Mai Phương Thúy
Đặng Thu Thảo
Ngọc Trinh
Phạm Hương
Elly Trần
Total
5%
5%
5%
9%
12%
5%
12%
6%
12%
18%
35%
22%
25%
29%
42%
38%
Under 18
2%
5%
5%
5%
7%
9%
16%
14%
23%
21%
28%
24%
28%
32%
35%
35%
18-25
1%
5%
4%
5%
4%
4%
5%
13%
13%
21%
17%
34%
31%
37%
38%
44%
26-30
2%
2%
5%
5%
5%
4%
7%
22%
8%
23%
13%
37%
33%
43%
34%
37%
Over 30
If you often follow beauty, beauty blogger, hot girl…,
who do you often follow?
N = 913 N = 65 N = 429 N = 253 N = 166

11. 10
42% MALE FOLLOWS NGỌC TRINH – “QUEEN OF LINGERIE”
2%
4%
5%
5%
6%
6%
11%
14%
17%
21%
23%
29%
29%
35%
36%
38%
Others
Fierybread
Primmy Trương
Mai li Beauty
Loveat1stshine
Mailovesbeauty
Changmakeup
Hạ Vi
Gào
Huyền My
Quỳnh Anh Shyn
Mai Phương Thúy
Đặng Thu Thảo
Ngọc Trinh
Phạm Hương
Elly Trần
Total
1%
6%
5%
4%
5%
4%
7%
18%
8%
24%
25%
30%
26%
42%
30%
36%
Male
2%
3%
4%
6%
6%
7%
13%
13%
20%
20%
22%
28%
31%
32%
39%
39%
Female
If you often follow beauty, beauty blogger, hot girl…,
who do you often follow?
N = 913 N = 365 N = 548

12. 11
53% FOLLOW KOLS* FOR ENTERTAINMENT
4%
24%
31%
37%
40%
42%
46%
53%
Others
Like their life styles
Want to learn helpful things
To update news and share or
chat with friends
Love seeing their images
Adore their talents
Feel interested
For entertainment
Total
6%
38%
47%
49%
40%
65%
56%
55%
Under 18
3%
28%
33%
37%
40%
45%
48%
53%
18-25
3%
19%
24%
35%
43%
35%
43%
52%
26-30
6%
13%
28%
35%
33%
35%
40%
55%
Over 30
Why do you like following these KOLS*?
N = 1100 N = 78 N = 511 N = 296 N = 215
Under 18 group follows KOLs* because they adore talents of these KOLs*
* KOL : Key opinion leader

13. 12
IMAGE IS THE CONTENT ATTRACTING VIEWERS THE MOST (56%)
4%
25%
27%
29%
36%
43%
43%
45%
56%
Others
Advertising video
Product review
Tutorial post/ clip
Personal story, private life
Fun video
Sharing post
Music video
Image
Total
10%
29%
29%
49%
28%
49%
47%
60%
68%
Under 18
3%
25%
28%
32%
35%
45%
44%
50%
58%
18-25
4%
27%
24%
22%
41%
42%
40%
38%
52%
26-30
5%
21%
27%
26%
33%
36%
41%
35%
54%
Over 30
Which information/ content of KOLs* do you often view?
N = 1100 N = 78 N = 511 N = 296 N = 215
* KOL : Key opinion leader
Under 18 group follows KOLs* because they adore talents of these KOLs*

14. 13
50% ONLINE USERS ARE INFLUENCE BY FASHION STYLE OF
THEIR KOLS*
4%
8%
27%
51%
45%
38%
44%
63%
54%
Under 18
2%
8%
28%
39%
36%
40%
47%
45%
53%
18-25
2%
9%
21%
30%
31%
38%
41%
36%
48%
26-30
2%
11%
24%
25%
35%
29%
37%
40%
43%
Over 30
What are you influenced from your KOLs*?
N = 1100 N = 78 N = 511 N = 296 N = 215
Life experiences and life style are things under 18 group prefers learning from their KOLs*
* KOL : Key opinion leader
2%
9%
25%
35%
35%
37%
43%
43%
50%
I am not affected
Others
Consumption behavior
Life style
Manner and attitude
Makeup style
Behaviors
Life experiences
Taste in clothes
Total
Fashion style

15. 14
LIKE OR +1 - (FOR GOOGLE +) IS THE POPULAR WAY TO INTERACT
ONLINE WITH KOLS*
20%
3%
14%
32%
45%
61%
I have never online
interacted with KOLs
Others
Message
Share
Comment
Like/+1
Total
14%
6%
19%
50%
62%
76%
Under 18
14%
2%
15%
37%
46%
72%
18-25
25%
3%
13%
28%
44%
50%
26-30
32%
4%
9%
20%
40%
47%
Over 30
Have you ever online interacted with KOLs*? If yes, what have you done?
N = 1100 N = 78 N = 511 N = 296 N = 215
* KOL : Key opinion leader

16. 15
VIDEO OR VLOG INTEGRATED WITH PRODUCT INTRODUCTION
ARE TOP POPULAR KINDS OF ADVERTISEMENTS USING KOLS*
17%
6%
32%
41%
45%
I don't watch any
advertisement of KOLs
Others
Introducing normally
Product experience
sharing/ review
Video/ Vlog integrated with
product introduction
Total
14%
9%
35%
42%
58%
Under 18
17%
6%
31%
40%
51%
18-25
18%
5%
32%
42%
40%
26-30
19%
8%
34%
42%
35%
Over 30
Which advertisements from KOLs do you often watch?
N = 1100 N = 78 N = 511 N = 296 N = 215
Over 30 group often reads product experience sharing of KOLs*
* KOL : Key opinion leader

17. 16
5% 6% 4% 6% 7%
21%
9% 17%
24%
34%
27%
43% 33%
22%
16%
46%
42%
47% 48%
43%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Product experience
sharing/ review
Video/ Vlog integrated with
product introduction
Introducing normally
Others
46% APPRECIATE THE RELIABILITY OF ADVERTISEMENT
THAT HAS PRODUCT EXPERIENCE SHARING OR REVIEW OF KOLS
Which kind of advertisement do you trust the most?
N = 909 N = 67 N = 423 N = 244 N = 175
* KOL : Key opinion leader

18. 17
3% 3% 2% 2% 3%2% 1% 2% 2%
34%
18%
33% 33%
45%
33%
34%
36% 32%
27%
28%
43%
27% 30%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Be more trusting, interested with
these products very much
Be more trusting, interested
Normal
Be less trusting than other
advertisements
I don't care
61% ARE MORE TRUSTING AND MORE INTERESTED WITH THE
ADVERTISEMENT THAT HAS KOLS*’ ATTENDANCE
How do you feel with the advertisement with attendance of KOLs*
comparing with other ads?
N = 909 N = 67 N = 423 N = 244 N = 175
* KOL : Key opinion leader

19. 18
2% 3% 1% 2% 4%2% 4%
3%
2%
10% 7%
10% 8%
12%
40%
31%
41%
39%
44%
45%
54%
45% 49%
38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Interested, I can know
more about products
Normal
Don't like much
Totally don't like
I don't care
45% ARE INTERESTED WITH VIDEOS OF KOLS* THAT INTEGRATED
WITH ADVERTISING
How do you feel with vlogs, music videos… of KOLs* that integrated
with advertising?
N = 909 N = 67 N = 423 N = 244 N = 175
* KOL : Key opinion leader

20. 19
28%
36%
31%
18%
31%
72%
64%
69%
82%
69%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
Yes
No
72% ONLINE USERS BUY PRODUCT AFTER WATCHING
KOLS* ADVERTISEMENTS
Have you ever buy products after watching advertisement of KOLs*?
N = 909 N = 67 N = 423 N = 244 N = 175
* KOL : Key opinion leader

21. 20
44%
52%
43% 41%
47%
42%
31%
44%
43%
40%
14% 16% 13% 16% 13%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
I won't buy X anymore
I will still buy X, but I'm less
interested in this product
This doesn't influence me
SCANDAL OF KOL WHO IS ADVERTISING FOR A PRODUCT CAN
INFLUENCE ON 56% ONLINE USERS IN BUYING BEHAVIOUR
Suppose that, KOL of product X has scandal. How does this event
influence you?
N = 909 N = 67 N = 423 N = 244 N = 175
* KOL : Key opinion leader

22. 21
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (COO - Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Pimparima Piriyametha (Business Analyst - DI Marketing)
o Email: pimparima.p@di-mktg.com
o Contact number: +66 96 245 3656

23. 22
CONTACT US
• Indonesia:
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (CMO – Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +62 21 3005 3541
• India:
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654