HÀ NỘI – Vietnamese consumers spend, on average, 24 hours and seven minutes online per week, an equivalent of three working days - an increase of almost nine hours from 2014, according to a recent Nielsen report.

The Nielsen Vietnam Cross-Platform Insights Report 2015 provides a comprehensive view of the way Vietnamese consume digital media in today’s cross-platform environment.

The report was conducted in nine Asian markets including Indonesia, Malaysia, Philippines, Singapore, Thailand, Việt Nam, India, Taiwan and Hong Kong.

In all markets, 1,000 frequent online users aged 16 and above were sampled using an online survey methodology.

According to the report, nine out of ten consumers in Việt Nam (91 per cent) own smartphones, compared to 82 per cent in 2014.

In Asia, consumers in Singapore are the most digitally active, averaging 25 hours and 9 minutes per week.

Vietnamese between the ages of 21 and 29 are spending the most time on the internet, up to 27 hours and 2 minutes per week.

Next is the age group of 40 and over, spending around 22 hours and 6 minutes online.

Regarding devices used for internet connection, 31 per cent of consumers access the web via smartphones and 38 per cent use laptops to browse.

“The rapid up-take of connected devices, especially smartphones and tablets, is instrumental in media consumption shifting beyond traditional media formats such as broadcast TV,” notes Đoàn Duy Khoa, Director of Consumer Insights of Nielsen Vietnam.

“For media owners, it is becoming increasingly important to understand consumers’ viewing habits in order to deliver the right content at the right time, working in partnership with advertisers to uncover new opportunities to connect with and engage consumers to build brand awareness, affinity and loyalty,” he adds.