Business
Vietnam's multiscreen time tops global average
Vietnam is above the global average of seven hours of multiscreen time per day, with a majority of users favouring smartphones and laptops as their preferred device, according to a 2014 AdReaction Report.
The report, which surveyed 30 countries, was conducted by Millward Brown, a global communications service group specialising in advertising, marketing communications, media, digital and brand-equity research.
Users in Vietnam also logged over six percent more time than the multiscreeners' average screen minutes per day in the Asia-Pacific region.
The figure in Vietnam reflected the high number of smartphone and laptop minutes, with smartphones taking the leading position for a screen time of 168 minutes a day.
Vietnamese users clocked among the highest number of laptop minutes – an average of 160 minutes a day – compared to other markets in the Asia-Pacific region.
In contrast to other countries, TV remains the least-consumed screen in Vietnam, taking only one hour of time daily.
Smartphones and laptops dominate the screen the rest of the day, except for early evenings when TV takes centre stage in usage in Vietnam, the report found.
The report also surveyed consumer receptivity to advertising on TV, smartphones, laptops and tablets, with 12,000 global samples, including 3,000 in Asia-Pacific (with 669 of that number in Vietnam).
The findings can help advertisers make sense of the multiscreen world for brand-building by taking advantage of the capabilities and effectiveness of each screen.
The report found that most Vietnamese were still highly receptive to TV advertising compared to other formats, although TV no longer represented the largest media opportunity due to limited screen minutes.
Digital receptivity in Vietnam may trail the global average, but the large amount of time spent on mobile devices reflects a huge opportunity for marketers, the report said.
