VIETNAM : Understanding THE CONSUMER PERSPECTIVE ON DATA PRIVACY In SEA
According to a new report by the Regional Board of the Interactive Advertising Bureau Southeast Asia and India (IAB SEA+India), less than half (41%) of respondents surveyed in Vietnam fully understand what internet cookies do, while a little over half (52%) say they fully understand how to protect their privacy online.
The report, Understanding the Consumer Perspective on Data Privacy in Southeast Asia, provides a rich seam of information on what consumers in Vietnam understand, or think they understand about online privacy.
IAB SEA+India Regional Board members on this research project were Vidyarth Eluppai Srivatsan from The Coca Cola Company, Mitch Waters from The Trade Desk, Tina Pang from Twitter, Alvin Liong from IlmuOne Data, JJ Eastwood from the Carousell Media Group and James Sampson from GrabAds. All note a key survey result that less than half of the consumers in Southeast Asia understand that advertising powers universal free access to online content.
More than eight thousand consumers in Singapore, Indonesia, Malaysia, Thailand, Vietnam and the Philippines responded to the multilingual survey which was created in English, Bahasa, Thai and Vietnamese and distributed by the IAB SEA+India, the Carousell Media Group and GrabAds.
Key Highlights for Vietnam
55% of respondents to the survey in Vietnamese are willing to pay to access advertising-free online content
81% are willing to login to a website in return for receiving fewer, more relevant advertisements
60% would share information about their interests in return for free content
More men (63%) than women (50%) have paid for subscriptions for digital content such as Netflix, Spotify, newspapers, sports
More men (60%) than women (46%) say they fully understand how to protect their privacy online
58% of respondents would log in to a website using their mobile phone number instead of an email address
73% want to receive a verification code when they log in to a website
79% would prefer to have a single login to access any website
56% have paid subscriptions to channels that provide digital content.
