C Small Solutions bases communications and market research insights on hard data. This article briefly profiles Vietnamese Facebook users interested in international development. More detailed analysis is available to inform project strategies. For a free consultation, email: info@csmall.co.uk
Around half of Vietnam’s population use Facebook regularly – the country has approximately 47.5 million monthly active users. Of these, around 37,500 show an interest in international development.
The below target audience analysis identifies core segments of Facebook users in Vietnam interested in international development. It shows where the audience is, their demographic and professional details, and online habits.
People in Vietnam interested in international development appear to be affluent, well-educated and are relatively likely to use English.
Where are Facebook Users Interested in International Development in Vietnam?
The most significant hub for those interested in international development in Vietnam is the economic capital Ho Chi Minh City (46.1% of users), followed by the political capital Hanoi (34.8%).
Age and Gender of the Target Audience
At 54% of the total target audience, women are over-represented when compared to Vietnamese Facebook overall, which has a 53/47 male/female split.
The most significant group is of females aged 18-24, who make up 29.3% of the audience overall. Compared to the proportion of Vietnamese Facebook users in this age bracket, young female users are over-represented by 50%.
International development does not seem to engage older audiences online. Users interested in international development aged 35 and over are under-represented compared to average proportions of Vietnamese Facebook users in those segments.
How the Audience Uses the Internet
There is good news for those communicating to the audience via Facebook ads. Each member of the audience has clicked on a median average of 47 ads – almost five times the number of clicks of an average Facebook user in Vietnam. They are also likely to follow nine Pages – over four times the number of an average user in the country.
Communications SolutionsIt is essential to tailor ads to mobile. According to Facebook data, over nine out of ten of this audience accessed Facebook through mobile only in the past month. Likewise, compatibility issues must be taken into account when creating relevant content. 48% use an iPhone as their primary device, and only 45% use an Android device. This tells you something about the purchasing power of the audience, which is almost twice as likely to use an iPhone than the average Vietnamese Facebook user.
Education and Livelihoods
This audience is highly likely to have gone to university than not – 88% have been educated to undergraduate level or higher. The top roles they currently work in are in arts, entertainment, sport and media (26%), sales (26%), and management (22%). When using Facebook, around two in three of the Vietnamese speaking users also communicate in English.
Drilling down to view data on 3,750 of the users in our audience who have been educated to the high school level only, we see that around two thirds are female.
Age and Gender of a Segment Educated to High School Level Only
What Are Key Segments Interested In?
The Facebook Pages that resonate most with audiences are determined by the “affinity” score. This is the probability of Pages’ relevance based on the audience’s online behaviour.
Looking deeper into this, we can examine the most relevant Pages for the segment educated to high school level only. The most relevant Page is Scholarship Planet – Hành tinh Học Bổng, which is followed by 387 members of the segment. The second is U.S. Embassy in Hanoi, which is followed by 278.
The segment appears to see being educated to high school level only as a stage they are at while they look at further education opportunities. Learning English is also important to them – the segment is likely to follow the British Council Vietnam English Page.
What Does This Mean for Marketing Strategies?
Effective strategic communications and market research brings you closer to success by helping you target the audience that matters most to your project.
This data was based on activity of Facebook users in Vietnam over March-April 2018. Actionable insight can be provided based on large and granular datasets curated over a longer period. Get in touch for a free consultation by contacting us using the form below:
Alternatively, drop us an email at:
info@csmall.co.uk
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