Vietnamese people are annoyed with mobile phone advertisement. Photo vnexpress.net

HCM CITY (Biz Hub) — A recent survey shows nearly 40 per cent of Vietnamese people are bothered by mobile phone advertisements and up to 12 per cent delete ads without reading.

The results came as the Kantar Media Company (KMC) presented the survey at the International Advertising Equipment and Technology Exhibition held in HCM City.

Up to 8,000 people were included, with respondents primarily based in Ha Noi, HCM City, central Da Nang and southern Can Tho.

Findings showed a clear trend towards mainstream and digital advertising channels. 87 per cent of respondents preferred television advertisements, 51 per cent favoured internet ads and 34 per cent were partial to newspaper advertising.

Traditional methods of advertising were less popular amongst consumers. More than 13 per cent of respondents did not like billboards and nearly nine per cent did not like in-store advertising.

In spite of harsh criticism from consumers, mobile ads were shown to be the most successful when inducing customers to buy products. 1.75 per cent of respondents reported to buy products as a result of mobile advertisements, 0.64 per cent from radio and 0.06 per cent from ads played in cinemas.

Tran Thi Thanh Mai, General Director of KMC, said that mobile advertising in Viet Nam mostly consisted of text messages, which were the greatest annoyance to customers.

According to the survey, an average person consumed up to 90 minutes worth of Internet, 200 minutes of TV, 31 minutes of radio and 21 minutes of newspaper and magazine content per day.

In the first six months of this year alone, advertising revenue for TV and newspaper magazines reaches nearly VND11 trillion (US$524 million), with a 92 per cent share coming from TV. Advertising revenue reached nearly VND 18 triillion ($857 million) in 2012. — VNS