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Vietnamese Kids' Behaviors - Hành vi thiếu niên Việt Nam

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Vietnamese Kids' Behaviors - Hành vi thiếu niên Việt Nam - From FTA

Vietnamese Kids' Behaviors - Hành vi thiếu niên Việt Nam - From FTA

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Vietnamese Kids' Behaviors - Hành vi thiếu niên Việt Nam Vietnamese Kids' Behaviors - Hành vi thiếu niên Việt Nam Presentation Transcript

  • Market Research April- 2010 HCMC HA NOIHIGHLIGHTS: VIETNAMESE KIDS’ BEHAVIORS Top 10 TVCs ranking
  • About Viettrack is a monthly market research developed by FTA Research & Consultant, the representative of ESOMAR in Vietnam. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct. Viettrack aims to: Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 2 key cities (HCMC = Hanoi = 200 respondents, SEC = ABC, randomly selected, age = 16 - 50) ( p , , y , g ) Explain market research terms, usage, application, methodologies for Vietnam market Introduce new developments in market research worldwide and Asia Pacific region. Interact with marketers in Vietnam on approach and direction for the most effective and valuable for investment use of market research. Eventually, this would help reduce marketing failures and expand the market research industry in Vietnam 3
  • Mom’s activities
  • Daily routine ‐ Wake up & do personal cleanliness ‐ Prepare breakfast for husband & kids 6 – 9 AM ‐ Take kids to school ‐ Go to workplace (for office lady only) ‐ Clean & cleanse home, wash dishes, wash 9 ‐ 12 AM clothes ‐ Go to wet market or supermarket to buy food. ‐ Come back home and prepare lunch ‐ Have lunch 12 ‐ 3 PM ‐ Take a rest/ take a nap ‐ Watch TV or read newspaper/ magazines ‐ Prepare meal for family 3 – 6 PM ‐ Take kids from school ‐ Have dinner with family (husband & kids) 6 – 9 PM ‐ Watch TV ‐ Take a bath ‐ Go around the city, go to the park or supermarket 9 ‐ 12 PM with husband & kids ‐ Go to sleep
  • Weekdays & weekend WEEKDAY WEEKEND ‐ Do housework: clean & cleanse - Do housework as usual home, wash dishes, wash clothes, go to the market & prepare meals etc meals, etc. - Cook special meals for family with new dishes to give family new - Go to work (for working woman) tastes - Take care of children: take kids to - Go out for a rest: go to the parks school, school feed & take a bath teach bath, with kids go to visit relatives go kids, relatives, lessons & homework, etc. out with friends, go for a walk with husband & kids. - Entertain & relax by watching TV, listening to music, read newspapers - Go out for dinner & magazines magazines. - Picnic/ have a short trip far from Housewives often spend all the city day for their housework while working women spend time for They often spend more time housework in early morning & for their children at weekend to after working hours. make them relax & feel free after a week with work & study hard TAKING CARE OF FAMILY IS A RESPONSIBILTY & FAVORITE HOUSEWORK OF WOMAN
  • Media behaviors & touch pointsTHEY ARE MOSTLY FAMILY‐ORIENTED. BESIDES WORKING, THEY SPEND MOST TIME IN HOUSEWORK LIKE COOKING, WASHING,CLEANING, & TAKING CARE OF THEIR CHILDREN. HOWEVER, ALL WANT TO ENJOY THEIR PRIVATE TIME BESIDES THE TIMESPENDING ON TAKING CARE OF FAMILY BY READING MAGAZINES OR NEWSPAPER, WATCHING TV & EXPLORING INTERNET TOUPDATE NEW THINGS WHICH ARE NECESSARY FOR THEIR LIFE. ALSO ,IT IS THE WAY TO KEEP THEM IN TOUCH WITH THE OUTSIDESOCIETY. THE WAY THEY CHOOSE TO GET IN TOUCH DEPENDS ON ITS CONVENIENCE, EASE AND POPULARIZATION. NEWSPAPER & MAGAZINES TV • Provide many fresh news, hot news updated day by day • Release boring feeling • Provide many life style tips such as cooking, make-up, • Relax  shopping, price . . necessary for these women to apply them • Update news into their daily work in order to take good care of themselves • Kill time and their family. - Favorite program: Vietnamese film, gameshow (Di • Favorite magazines & newspapers: tim an so, Vuot len chinh minh ) so minh…), - Tiep Thi & Gia Dinh - Favorite channels: HTV7, HTV9, VTV3, VTV2, VTV1, - The Gioi Phu Nu SCTV9, VCTV1… - Tuoi Tre - Cong An - Thanh Nien INTERNET • Update news • Relax • Search & look into necessary information • Keep in touch with outside society • Favorite websites: - tuoitre.vn - vnexpress.net
  • Kid’s activities
  • Daily routine ‐ Wake up & do personal cleanliness ‐ Have breakfast at home or at school 6 – 9 AM ‐ Go to school ‐ Have a break time: have breakfast, play with friends, read comic, have snacks (snack, milk tea, soft drink, bánh 9 ‐ 12 AM 9 12 AM tráng trộn…)…. ‐ Come back home ‐ Have lunch ‐ Take a rest/ take a nap ‐ Watch TV or read comic ‐ Play with toy (barbies, superman…), play with 12 ‐ 3 PM neighbors… ‐ Drawing ‐ Surf the internet: chatchit, search information, play 3 – 6 PM game online…. ‐ Have snacks: drink milk, eat spoon yoghurt, cheese, snack…. ‐ Have dinner with parents 6 – 9 PM ‐ Go to extra class: English, drawing, pre‐elementary… ‐ Watch TV, read comic, playing, drawing…. ‐ T k a b th Take bath 9 ‐ 12 PM ‐ Go around the city, go to the park or supermarket with parents or go to grandpa/grandma’s house. ‐ Go to sleep
  • Kids’ activities SCHOOL TIME Go to school Activities at home: Eat & drink, do homework, take a rest Watch TV, listen to music, Surf the internet, chatchit, read play game comic online, play game online…MOST OF KIDS FROM 6‐12 YEARS OLD ARE FULL DAY SCHOOL (BÁN TRÚ) SO THEY ALMOST SPEND THEIR TIME IN SCHOOL TO STUDY.  THEY DON’T HAVE MUCH TIME TO JOIN OUTSIDE ACTIVITIES. THE TIME FOR ENTERTAINMENT IS NOT MUCH &  OFTEN HAPPENS IN THE EVENING.
  • Kids’ activities HOLIDAY TIME INSIDE OUTSIDE Eat & drink, do homework, take a rest Go to supermarket with parents Play with toy Picnic or hangout far the city with family Watch TV, listen to music, play game Visit grandpa/ grandma’s house Surf the internet, chatchit, read comic Have extracurricular activities like online, play game online, drawing… drawing, martial, swim… course Go to Dam Sen park Suoi Tien park, Tien… Go shopping with sisterTHE KIDS HAVE MORE FREE TIME AT WEEKEND SO THEY CAN JOIN MANY ACTIVITIES BOTH INSIDE & OUTSIDE. BESIDES, THEPARENTS ALSO WANT THEIR KIDS TO RELAX & FEEL FREE & COMFORTABLE AFTER A HARD STUDYING WEEK SO THEY SPEND MORETIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET, THE PARK, THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TO SUPERMARKET PARKSOMEWHERE FAR FROM THE CITY. THIS IS THE BEST PERIOD TO SHARE TOGETHER, PLAY TOGETHER & COME CLOSER SO THE PARENTS CAN UNDERSTAND THEIRKIDS DEEPLY & SUPPORT THEM TO PHYSICAL DEVELOPMENT IN THE FUTURE. BUILD & MAINTAIN RELATIONSHIP BETWEEN FAMILY MEMBERS, ESPECIALLY THE KIDS
  • Decision maker map Decision maker map MOMS Food & Clothes & Personal care & beverage accessories HH care Stationery St ti Stationery Kid toys Personal care & HH care Food & Kid toys beverage Clothes & accessoriesKIDS FROM 6-10 Y.O KIDS FROM OVER 11 Y.O
  • Snacking habit THERE ARE A BIT DIFFERENCES BETWEEN 6‐11 YEARS OLD & OVER 11 YEARS OLD IN SNACKING HABIT  6 – 10 YEARS OLD OVER 11 YEARS OLD• More nutritious • Avoid/release boring feeling• Provide more nutrition • Have fun with friends• C eate f eshness Create freshness • Ha e man fla o s in one Have many flavors• Good for health • Feel fresh At this age, they are small so they cannot Their faculty of thought & reason are higher sodecide by themselves so their moms play an they can decide what they want to do or eat eat.important role in choosing kinds of snacking for They have many subjects in school, they feeldaily consumption of them. Moms focus on foods tired & boring so they choose foods can makewhich are good for health support physical health, them release boring feeling & create freshnessdevelopment. too. Moms are main decision maker in They are main decision maker inchoosing for snacking choosing for snacking snacking.
  • Snacking repertoiresThey often consume…….. for snacking Kids from over 11 years old prefer Bánh tráng trộn Fried fish ball Milk tea Snacks Ice-cream Snacks Fruits Cheese Yoghurt Kids from 6 – 10 years old prefer
  • PROVIDE MORE  NUTRITION Snacking repertoires Snacking repertoires AVOID BORING Have a lot of flavors Have many flavors in one: sour, Provide nutrition salty, sweet & peppery good Good for health taste Create freshness Avoid/release boring feeling Avoid/release b i f li A id/ l boring feeling Cold, both sour & sweet Good taste Have a lot of flavors Provide nutrition Good for digestion & health Create f h C freshness Good taste Have a lot of flavors Create freshness Provide nutrition Good for health Create freshness Have a lot of flavors However, easy to make teeth decayed Have a lot of tastes: sour, sweet Have a lot of flavors Sweet & cold Provide nutrition: vitamin, protein Have a lot of flavors: Good for health strawberry, chocolate, taro Create freshness Create freshness
  • Media behaviors & touch pointsFOR KIDS BORN IN 21ST CENTURY, MEDIA IS AN INDISPENSABLE PART OF THEIR LIFE, ESPECIALLY INTERNET. IT BRINGS THEM TO UNREAL AND IMAGINATIVE WORLD IN WHICH KIDS CAN DO EVERYTHING THAT’ THEY WANT TO DO IN REAL  LIFE, ALSO THEY FIND IT INTERESTING AND FUNNY. THAT’S WHY THEIR PARENTS DON’T WANT THEM USE IT A LOT &  CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET NEWSPAPER & MAGAZINES TV • Be suitable at their age • Release boring feeling • Update news & look into information which is suitable for • Relax  them • Kill time • Favorite magazines & newspaper: - Khan quang do - Favorite program: cartoon, music, Korean film, Gia - Hoa hoc tro đình phép thuật… - Rua Vang - Favorite channels: HTV7, HTV9, VTV3, Disney channel, cartoon network, Yan TV… INTERNET • Expand friendship network (chatchit, make friend…) • Update news • Play game online, listen to music online/film online… to relax & enjoy • Favorite websites: - zing.vn - YanTV - Game online - Yahoo!Messenger
  • KIDS’ BEHAVIORStudy behaviorShopping behaviorEating behaviorEntertainment behaviorSummer entertainment behaviorPreferred promotion programmeMedia channelsIdolsId l Viettrack complies ISO 20252:2006, the international quality standard in market research
  • Parents’ concerns when look after & bring up their kids Recently, “children health”, “children study” & “Characteristic and personality development” are y, , y p y p three big issues that most of parents are concerning to. TOTAL HCMC HANOI % Children health 99 100 97 Children study Child t d 96 95 99 Characteristic and personality development 86 82 93 Weight and physical growth 83 82 84 Form good habits for their children 70 66 77(reading books, logical thinking ability,…) Be a good example to their children 67 61 77Teach their children spend money in the 51 80 62 right way Be less well-equipped than their friends 55 61 46Nurture their children through nutritious 53 51 56 food N=400 N=200 N=200 Q. What are parents’ concerns about breeding their children? Viettrack Market Research - April 2010
  • Added courses that kids join in school year Maths, English, Literature are three main subjects that most of kids have to improve by joining to added courses TOTAL HCMC HANOI % Maths 60 59 61 English 42 41 44 Literature 24 16 3 37 Sports (swimming, martial classes,…) 14 13 16 Computer courses 14 10 21Art courses (painting, beautiful letters,…) 11 5 19 Course for aptitude courses (dancing, 7 7 7 playing musical instruments, singing,..) Physics 5 4 6 Chemistry 2 1 3 No added courses 18 21 14 N=400 N=200 N=200 Q. What are added courses which children usually take in school year? Viettrack Market Research - April 2010
  • The frequency of studying added courses in a week – Total General, the frequency of studying added courses is around 2 times per week A B C D E F G H I Means 2.1 1.8 1.4 1.9 2.1 1.8 1.7 1.8 1.8 % 1 2 25 5 times/ week 50 50 47 51 56 56 74 73 2-3 times/ week 75 50 50 53 49 43 44 Below 2 times/ week 26 27 N=240 N=20* N=8* N=96 N=168 N=56 N=28* N=44 N=56 A- Maths B - Physics C - Chemistry D - Literature E – Language courses F – Computer courses G – Course for aptitude courses (dancing, playing musical) H - Art courses (painting, beautiful letters,…) (*) Small Base I - Sports (swimming, martial classes,…) Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010
  • The frequency of studying added courses in a week? – HCMAt HCMC, the frequency of studying added courses is around 2.5 times per week A B C D E F G H I Means 2.5 2.5 2.5 2.4 2.4 2.1 1.9 2.1 1.9 % 1 4 5 times/ week 60 63 73 75 83 95 98 100 100 2-3 times/ week 40 37 Below 2 times/ week 27 25 1 13 5 N=118 N=8* N=2* N=32* N=82 N=20* N=14* N=10* N=26* A- Maths B - Physics C - Chemistry D - Literature E – Language courses F – Computer courses G – Course for aptitude courses (dancing, playing musical) H - Art courses (painting, beautiful letters,…) (*) Small Base I - Sports (swimming, martial classes,…) Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010
  • The frequency of studying added courses in a week? – HNThe frequency of studying added courses of Hanoians kids is less than Saigonese ones. It is around1.5 per week. A B C D E F G H I Means 1.6 1 1 1.6 1.6 1.5 1.4 1.7 1.6 % (time/week) 33 29 39 38 41 38 2-3 times/ week 47 100 100 67 71 61 62 59 63 53 Below 2 times/ week N=122 N=12* N=6* N=74 N=88 N=42 N=14* N=38 N=32* A- Maths B - Physics C - Chemistry D - Literature E – Language courses F – Computer courses G – Course for aptitude courses (dancing, playing musical) H - Art courses (painting, beautiful letters,…) (*) Small Base I - Sports (swimming, martial classes,…) Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010
  • KIDS’ BEHAVIORStudy behaviorShopping behaviorEating behaviorEntertainment behaviorSummer entertainment behaviorPreferred promotion programmeMedia channelsIdolsId l Viettrack complies ISO 20252:2006, the international quality standard in market research
  • Decision makers Parents are main decision makers in most of issues related to kids studying and entertainment. Kids Kid are main d i i makers i j k f d b kf t i decision k in junk food, breakfast. TOTAL HCMC HANOI Going out on summer holiday 63 37 63 37 62 37 1 Kids Kids’ toy 37 35 1 27 38 33 1 28 35 37 1 27 Clothes, shoes purchase 56 35 9 57 33 19 54 38 8 Going out at weekends 50 45 5 50 44 6 48 46 15 Junk food 24 27 1 2 46 26 25 2 47 22 30 32 43 Breakfast 32 32 1 1 34 38 27 2 33 25 38 2 35 Sports (swimming, martial classes…) 33 34 4 29 36 33 6 25 23 37 40 Clubs (drama, poetry, storytelling,…) 27 38 14 21 39 34 18 18 100Aptitude courses (dancing, singing,..) 30 33 6 9 22 39 34 1 9 17 26 39 35 Computer courses 66 24 19 59 30 29 39 15 7 39 Language study 65 26 16 2 62 28 37 59 27 5 9 Added Add d courses (maths, physics… ( th h i 0 70 21 2 5 2 60 32 14 3 9 59 25 2 5 11 Buying learning facilities 37 31 33 26 39 26 3 32 36 41 2 21 N=400 N=200 N=200 Children are main decision makers Other family members suggest, children are main decision makers Other family members are main decision makers Parents suggest, children are main decision makers Parents are main decision makers Q: Who are main decision makers to children’ activities ? Viettrack Market Research - April 2010
  • Places buying learning facilities Bookstore & stationery are two places where parents usually come to buy learning facilities for kids. TOTAL HCMC HANOI 87 93 78 Bookstore 52 63 34 Stationery store 85 84 87 39 23 63 Grocery 32 28 39 6 8 2 Supermarket 36 42 26 4 6 1 Market 15 17 12 2 Department (Diamond, Saigon 1 1 Square,...) N=400 N=200 N=200 Buy most often Usually buy % Q: Which places do children have learning facilities bought? Q: Amongst, which is the most often place? Viettrack Market Research - April 2010
  • Places buying clothes, shoes Moms often go to “clothes and shoes store for kids”, “Market” and “supermarket” to buy clothes clothes kids , Market supermarket and shoes for kids. TOTAL HCMC HANOI 81 70 98 Clothes and shoes sotre for kids 52 36 77 73 75 70 Market 28 33 20 Supermarket 54 71 28 16 25 3Department (Diamond, Saigon Square,...) 21 31 7 3 5 Grocery 1 N=400 N=200 N=200 Buy most often Usually buy % Q: Which places do children have clothes, shoes bought? Q: Amongst, which is the most often place? Viettrack Market Research - April 2010
  • The purchase frequency in a month Learning facilities The frequency of buying TOTAL TP.HCM HANOI clothes, shoes for kids of Means 0.9 1.00 0.8 % moms is 2 month/ time Above 4 months/ time 62 4 2 10 1 10 14 3 -4 months/ time 10 20 10 2 months/ time 10 Clothes, shoes 45 1,5 months/ time 46 TOTAL TP.HCM HANOI 1 month/ time 48 Means 0.6 0.7 0.5 3 times/ week 19 13 15 Above 4 months/ time 19 3 27 1-2 times/ week 7 10 3 8 4 months/ time 6 16 N=400 N=200 N=200 9 3 months/ time 21 25 2 months/ time 28 27 10 1,5 months/ time Average, the frequency of 7 1 month/ time 31 buying leaning facilities for 31 19 kids of moms is 1 month/ time 3 weeks/ ti k / time 1 2 2 3 N=400 N=200 N=200 % Q. What is the frequency of buying learning facilities for children monthly? Q. What is the frequency of buying clothes, shoes for children monthly? Viettrack Market Research - April 2010
  • Monthly average expenditure for children – TotalMonthly average, parents spend money for kids on breakfast, buying clothes, shoes and added y g , p p y , y g ,courses more than the rest. A B C D E F G H I K L % Means (VND) 98,160 199,020 132,560 30,340 25,360 27,884 350,740 179,152 185,960 216,840 183,640 2 12 12 14 12 6 4 7 6 Above 300,000 VND 13 17 8 9 9 29 13 26 27 19 200,001 - 300,000 VND 33 36 35 41 32 58 100,001 - 200,000 VND 63 44 30 28 54 50,000 - 100,000 VND 47 55 50 40 44 23 25 16 18 16 Below 50,000 VND 2 6 3 1 4 1 2 8 N=362 N=397 N=363 N=400 N=398 N=78 N=51 N=62 N=181 N=250 N=394 A-Buying learning facilities F-Sports ( (swimming, martial classes…) l l ) B-Added courses (maths, physics, chemistry,) G-Breakfast C-Language study H-Junk food D-Computer courses p I-Going out at weekends E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase L-Taking care of kid’s health Q. What is the monthly average expenditure on……. for children? Viettrack Market Research - April 2010
  • Monthly average expenditure for children – HCMSaigonese parents spend much money for kids on breakfast, taking care of kid’s health & buying g p p y , g y gclothes & shoes A B C D E F G H I K L % Means (VND) 122,033 226,833 134,000 20,667 18,333 32,933 407,333 201,800 213,133 233,000 243,133 4 1 10 11 9 12 20 17 20 15 Above 300,000 VND 20 30 8 14 11 17 10 51 200,001 - 300,000 VND 29 20 39 29 58 45 31 35 60 100,001 - 200,000 VND 70 50,000 - 100,000 VND 25 43 44 51 53 24 40 35 25 20 Below 50,000 VND 16 5 8 3 5 4 1 1 2 N=200 N=123 N=89 N=24* N=19* N=40 N=199 N=200 N=191 N=200 N=200 A-Buying learning facilities F-Sports ( (swimming, martial classes…) l l ) B-Added courses (maths, physics, chemistry,) G-Breakfast C-Language study H-Junk food D-Computer courses p I-Going out at weekends E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase L-Taking care of kid’s health (*) Small Base Q. What is the monthly average expenditure on……. for children? Viettrack Market Research - April 2010
  • Monthly average expenditure for children – HNWhile Hanoians parents spend much money for kids on breakfast, buying clothes & shoes and p p y , y gjoining in added courses A B C D E F G H I K L % Means (VND) 62,350 157,300 130,400 44,850 35,900 20,310 265,850 145,180 145,200 192,600 94,400 Above 300,000 VND 3 2 12 9 5 2 72 2 7 7 7 9 9 13 8 3 8 8 8 11 9 12 38 21 200,001 - 300,000 VND 14 25 17 10 41 32 18 100,001 - 200,000 62 VND 9 88 85 82 43 49 50 50,000 - 100,000 VND 56 40 44 40 Below 50,000 VND 20 15 17 3 1 4 10 3 N=152 N=196 N=168 N=200 N=200 N=38 N=36 N=42 N=92 N=128 N=192 A-Buying learning facilities F-Sports ( (swimming, martial classes…) l l ) B-Added courses (maths, physics, chemistry,) G-Breakfast C-Language study H-Junk food D-Computer courses p I-Going out at weekends E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase L-Taking care of kid’s health (*) Small Base Q. What is the monthly average expenditure on……. for children? Viettrack Market Research - April 2010
  • KIDS’ BEHAVIORStudy behaviorShopping behaviorEating behaviorEntertainment behaviorSummer entertainment behaviorPreferred promotion programmeMedia channelsIdolsId l Viettrack complies ISO 20252:2006, the international quality standard in market research
  • Places where having breakfast Kids often have breakfast at home or food store TOTAL HCMC HANOI At home 48 87 52 91 41 81 Food store 44 86 37 83 55 92 School canteen 6 28 7 31 4 25 Buy and bring breakfast to school 3 27 5 31 21 N=400 N=200 N=200 Most often Often % Q: Which places do children have breakfast frequently? Q: Amongst, which is the most often place? Viettrack Market Research - April 2010
  • Children’s favorite junk food Snack, sweet cake, yogurt are three most favorite junk foods of kids. TOTAL HCMC HANOI Snack 90 89 91 Sweet cake S t k 73 76 68 Yogurt 72 63 87 Confection 64 71 52 Ice-cream 58 42 83 Chocolate 53 57 47 Cheese 43 51 32 “Bánh tráng trộn” 32 50 6 “Há cảo” Há cảo 20 31 3 N=400 N=200 N=200 % Q. What are children’s favorite junk food ? Viettrack Market Research - April 2010
  • Places buying junk food (P10) “Groceries near by houses”, “At home (mother bought)” and “School canteen” are common & Groceries houses , At bought) School canteen convenience places for kids to buy junk foods. TOTAL TP.HCM TP HCM HANOI % Groceries near by houses 79 85 70 At home (mother bought) 68 64 73 School canteen 55 71 31 Supermarket 45 51 35 Gorceries near by school 37 39 35 Vendors 36 43 25 Park k 16 19 11 Movie theatre 3 4 1 Internet store 2 3 N=400 N=200 N=200 Q. Where are places children buy junk food? Viettrack Market Research - April 2010
  • KIDS’ BEHAVIORStudy behaviorShopping behaviorEating behaviorEntertainment behaviorSummer entertainment behaviorPreferred promotion programmeMedia channelsIdolsId l Viettrack complies ISO 20252:2006, the international quality standard in market research
  • Going out occasions Kids are usually allowed to go out on weekends, summer holiday or holiday/ Tet TOTAL TP.HCM TP HCM HANOI % Weekends 81 78 85 Summer holiday 76 85 64 Holiday/”Tết” 55 71 31 Weekday 31 43 14 N=400 N=200 N=200 Q. Which are occasions do children go out? Viettrack Market Research - April 2010
  • Places going out for weekdays On weekdays, after studying hard at school, kids often choose entertainment activities which are simple and not take much time such as sight-seeing, going to park/ children’s house and supermarket. TOTAL TP.HCM HANOI % Sight - seeing 63 70 29 Park/ children’ house 36 42 7 Supermarket 33 36 21 To go swimming 26 31 0 To visit relatives 19 13 50Movie theatre/dramatic stage 4 5 0 N=124 N=86 N=28 Q. Places where kids go out for weekdays? Viettrack Market Research - April 2010
  • Places going out for weekends On weekends, kids are usually allowed to go to super market, park, children’s house or visiting children s relatives. TOTAL TP.HCM HANOI % Supermarket 69 74 64 Park/ children’ house 51 62 37 To visit relatives 25 19 34 Sight-seeing 21 23 19 To go swimming 14 25Movie t eat e/d a a t c stage o e theatre/drama tic 9 14 2 Museum 2 3Long-distance travelling (Vũng 2 3Tàu, Phan Thiết, Nha Trang…) N=324 N=156 N=170 Q. Places where kids go out for weekends? Viettrack Market Research - April 2010
  • Places going out for Holidays/ Tet Kids are usually visit relatives on Holidays/ Tet occasions or enjoy long-distance travelling such as long distance Vung Tau, Phan Thiet, Nha Trang, etc. Hanoians kids are slightly different. They often go to park or children’s house on this occation. TOTAL TP.HCM HANOI % To visit relatives 66 66 68Long-distance travelling (Vung 45 57 3Tau, Phan Thiet, Nha Trang…) Park/ children’ house 29 14 77 Supermarket 22 22 23Movie theatre/drama tic stage 18 22 7 To go downtown (eating ice- 15 18 7 cream,…) cream ) Museum 10 10 10 To go swimming 2 3 0 N=220 N=142 N=62 Q. Places where kids go out for Holidays/ Tet? Viettrack Market Research - April 2010
  • Places going out for summer holidays Kids often have a long break time on summer holidays. Hence, they are usually allowed to have long-distance travelling or visiting relatives. TOTAL TP.HCM HANOI %Long-distance travelling (Vũng 83 87 77Tàu,Tàu Phan Thiết, Nha Trang ) Thiết Trang…) To visit relatives 28 42 2 Park/ children’ house 15 21 3 Museum 15 17 9 Supermarket 11 14 3 To go swimming 10 13 3 To go downtown (eating ice- 10 11 8 cream,…)Movie theatre/drama tic stage 9 10 6 N=304 N=170 N=128 Q. Places where kids go out for summer holidays? Viettrack Market Research - April 2010
  • The frequency of going out Generally, kids usually go to super market, go sight seeing and go to park/ children house with the frequency of 4 times/ month. A B C D E F G HMeans (times/ month) 3.83 3 83 4.4 44 1.33 1 33 0.45 0 45 0.3 03 2.61 2 61 3.89 3 89 3.47 3 47 % 1 32 1 5 5 11 Above 7 months/ time 15 10 11 32 6 32 33 5 - 7 months/ time 33 10 12 12 6 7 6 11 2 - 4 months/ time 24 31 30 31 1 time/ month 25 57 36 24 2-3 times/ month 10 17 20 24 37 24 4 times/ month 21 9 27 19 11 2-7 times/ week 12 7 2 1 19 5 13 9 N=540 N=420 N=276 N=176 N=520 N=552 N=436 N=208 A- Supermarket B - Park/ children’ house C - Movie theatre/dramatic stage D - Museum E - Long distance tra elling (Vung Tau, Phan Thiet, Nha Trang…) Long-distance travelling (V ng Ta Thiet Trang ) F - To visit relatives G - Sight seeing H – Go swimming Q. What is the frequency of going out? Viettrack Market Research - April 2010
  • The frequency of going out – HCM Saigonese kids often go to park/ children house with the frequency of 6 times/ month. Next is going to super market and go sight seeing with the frequency of 4 times/ month. A B C D E F G HMeans (times/ month) 4.41 4 41 6.01 6 01 1.17 1 17 0.4 04 0.29 0 29 1.57 1 57 4.18 4 18 3.41 3 41 % 11 6 7 12 Above 7 months/ time 8 26 7 2 31 24 8 36 6 5 - 7 months/ time 43 14 8 3 14 2 - 4 months/ time 26 27 25 10 28 1 time/ month 62 31 21 22 22 2-3 times/ month 27 10 28 39 27 4 times/ month 12 27 10 21 17 13 13 2-7 times/ week 6 3 11 2 8 N=292 N=252 N=126 N=96 N=294 N=280 N=248 N=140 A- Supermarket B - Park/ children’ house C - Movie theatre/dramatic stage D - Museum E - Long distance tra elling (Vung Tau, Phan Thiet, Nha Trang…) Long-distance travelling (V ng Ta Thiet Trang ) F - To visit relatives G - Sight seeing H – Go swimming Q. What is the frequency of going out? Viettrack Market Research - April 2010
  • The frequency of going out – HN Hanoians kids usually go to museums & go swimming with the frequency of 4 times/ month. A B C D E F G HMeans (times/ month) 2.85 2 85 1.74 1 74 2.36 2 36 0.84 0 84 0.32 0 32 4.44 4 44 3.2 32 4.08 4 08 % 2 2 10 6 Above 7 months/ time 11 20 4 25 25 34 40 5 - 7 months/ time 44 3 2 - 4 months/ time 25 48 29 72 1 time/ month 42 25 80 40 2-3 times/ month 32 17 23 4 times/ month 13 7 17 19 10 12 20 3 10 2 44 11 8 2-7 times/ week N=222 N=104 N=188 N=70 N=160 N=308 N=116 N=16* A- Supermarket B - Park/ children’ house C - Movie theatre/dramatic stage D - Museum E - Long distance tra elling (Vung Tau, Phan Thiet, Nha Trang…) Long-distance travelling (V ng Ta Thiet Trang ) F - To visit relatives G - Sight seeing (*) Small base H – Go swimming Q. What is the frequency of going out? Viettrack Market Research - April 2010
  • Whom children go out with – Total Children often go out with their family members (having parents) for most of activities. Kids often go out with their friends when going to museums, sight-seeing and go swimming. A B C D E F G H % 2 4 2 1 3 1 3 Other family members 43 53 Family members 63 (having parents) 78 82 92 96 94 18 With neighbor friends 21 16 39 10 With schoolmates 4 25 10 18 4 2 10 3 3 N=166 N=149 N=58 N=44 N=177 N=154 N=82 N=57 A- Supermarket B - Park/ children’ house C - Movie theatre/dramatic stage D - Museum E - Long distance tra elling (Vung Tau, Phan Thiet, Nha Trang…) Long-distance travelling (V ng Ta Thiet Trang ) F - To visit relatives G - Sight seeing % H – Go swimming Q: With whom do children go out on each occasion? Viettrack Market Research - April 2010
  • KIDS’ BEHAVIORStudy behaviorShopping behaviorEating behaviorEntertainment behaviorSummer entertainment behaviorPreferred promotion programmeMedia channelsIdolsId l Viettrack complies ISO 20252:2006, the international quality standard in market research
  • The length of children summer holidays For elementary students, summer period is approximate 2 months which starts at the beginning of June and ends at the middle of August annually. annually TOTAL HCMC HANOI % Means (months) 2.2 2.2 2.1 1 10 8 14 ½ month 8 12 17 1 month 31 32 1,5 month 31 2 month 31 24 14 2,5 month 22 21 24 3 month N=400 N=200 N=200 Q. How long does a summer holiday take? Viettrack Market Research - April 2010
  • Extra-curriculum courses and activities on summer days Last year, “added courses (maths, physics, chemistry,…)” was a popular choice of almost parents but this year “language courses” particularly English as their priority based on the thought do not want their language courses children are inferior to others. Furthermore, English now becomes one of required subjects in primary schools instead of secondary schools as before. TOTAL HCMC HANOI % 66 73 55 Language courses 44 47 39 56 53 60 Added courses (maths, physics, chemistry,…) 53 54 51 28 27 29 Computer courses 16 13 21 24 21 30 Sports (swimming, martial classes,…) 18 18 19 13 9 19 Courses for aptitude (painting, beautiful letters,…) 11 9 14 Art courses (dancing, playing musical instruments, 6 5 7 singing,..) 5 4 7 2 6 Others (Vietnamese, literature) 2 5 6 4 8 Dont know 19 15 26 N=400 N=200 N=200 This year Last year Q: Which were extra-curriculum courses and activities children attended last year? Q: Which is extra-curriculum course, activity children are going to attend this year? Viettrack Market Research - April 2010
  • Travel destinations on summer days In general, “Nha Trang” (33% agreed) and “Vũng Tàu” (30% agreed) are still the most popular destinations this year In the northern especially Hanoi because the demand for cutting down expenses is year. northern, Hanoi, still their priority, therefore “don’t go” (with 38% agreed) stands at high rate though it seems to be lower than last year 32% TOTAL HCMC HANOI % Nha Trang 33 44 17 14 17 8 30 49 3 Vung Tau 34 55 3 15 21 6 Da lat 13 21 1 Ha Long 9 1 21 6 14 7 6 18 Others (Da Nang, Hoi An, HCMC,..) 8 5 22 17 3 38 Don’t go 37 24 56 N=400 N 200 N=200 N 200 N=200 This year Last year Q: Where were destinations children travelled last year? Q: Where is destination children are going to travel this year? Viettrack Market Research - April 2010
  • Average expenditure on summer holidays as comparedwith ordinary days72% is the agreed percentage for the increase of expenditure in TOTAL HCMC HANOI % increasesummer days, just 2% of mothers think it would be decreased. In Means (%) 16.17 16.28 15.97detail, the increase rate is popular from 10-20% (with 56% Below 10% 25 22 30agreed). Meanwhile, increasing more than 40% is received coldlywith just only 2% agreements From 10 - 20% 56 58 54 TOTAL TP.HCM HANOI From 21 - 40% 16 18 13 % Increase Above 40% 2 2 3 N=286 N=152 N=134 67 72 76 Decrease TOTAL HCMC HANOI % decrease 5 Means (%) 8.33 8 8.4 2 1 Equal Below 5% 17 20 26 28 23 From 6 - 10% 50 100 40 N=400 N=200 N=200 From 11 - 20% 17 20 Above 20% 16 20 N=12* N=2* N=10* Q. What is the average expenditure for children on summer holidays as compared with ordinary days? Viettrack Market Research - April 2010
  • Average expenditure in this summer year as comparedwith last year TOTAL HCMC HANOI % increase Similarly, 75% agreed with the increase of expenditure this year Means (%) 17.47 1706 18.08 which against with last year. In this case, the popular increasing Below 10% 22 21 22 rate would be from 10-20% (reach 60%), just only 6% of mothers agree with “above 40%” is a reasonable rate above 40% From 10 - 20% 60 58 64 TOTAL TP.HCM HANOI From 21 - 40% 12 14 9 % Tăng Above 40% 6 7 5 N=300 N=150 N=150 75 75 75 Giảm TOTAL HCMC HANOI % decrease Means (%) 21.25 10 25 2 1 3 Như nhau Below 5% 25 33 23 24 22 From 6 - 10% 25 100 N=400 N=200 N=200 From 11 - 20% 25 34 Above 20% 25 33 N=8* N=2* N=6* Q. What is the average expenditure for children on this summer year as compared with last summer year?Viettrack Market Research - April 2010
  • KIDS’ BEHAVIORStudy behaviorShopping behaviorEating behaviorEntertainment behaviorSummer entertainment behaviorPreferred promotion programmeMedia channelsIdolsId l Viettrack complies ISO 20252:2006, the international quality standard in market research
  • Preferred promotion programs - Children Among the five most preferred promotion programs which children like such as: “cotton animal”, “puzzle toys”, “electric bicycle”, “comics” and “cartoon CD/DVD” (reach 45% agreed generally), “cotton animal” is the program they like most (have 30% agreements) TOTAL HCMC HANOI % 30 37 19 Cotton animal 61 66 54 15 15 16 Puzzle toys 59 61 60 15 14 16 Electric bicycle 49 37 44 10 7 16 Comics 56 50 66 10 6 15 Cartoon CD/DVD 34 69 48 6 7 6 Skateboard 27 30 22 6 10 1 Watch 51 39 46 5 3 7 Backpack with cartoon characters 33 23 47 1 1 2 Sticker pictures 31 31 31 Scratching card 20 20 19 N=400 N=200 N=200 Like most Like Q: Which are promotion materials, toys and means of promotion which children prefer? Q: Amongst, which is the most favorite promotion programme? Viettrack Market Research - April 2010
  • Preferred promotion programs - Mothers Meanwhile, 50% is the agreed rate of “promotion package-buy 1 get 1 free”, “sale-off”, “glassware gifts gifts” and “cooking seasonings” which are the four program mothers like most cooking seasonings “Buy 1 get 1 free” is the most liking program in HCMC (with 38% people agreed) and “sale-off” is the most preferred one in Hanoi (with 46% people agreed) TOTAL TP.HCM TP HCM HANOI % 36 38 35Promotion package (ex. buy 1 get 1 free) 80 77 86 28 16 46 Sales-off S l ff 69 55 90 15 18 11 Glassware gifts(bowl, dish, cup,…) 75 73 77 13 21 1 Cooking seasonings (sugar, MSG,…) 57 72 35 3 3 2 Accumulate scores to get gifts 34 35 33 2 2 2 Personal care items (towel, comb, 39 45 30 toothbrush,… ) 2 1 2 Scratching card 37 37 37 1 1 1 Gifts (jewelries, hairpins,…) 32 27 38 N=400 N=200 N=200 Like most Like Q: Which are promotion materials and means of promotion which mothers prefer? Q: Amongst, which is the most favorite promotion programme? Viettrack Market Research - April 2010
  • KIDS’ BEHAVIORStudy behaviorShopping behaviorEating behaviorEntertainment behaviorSummer entertainment behaviorPreferred promotion formsMedia channelsIdolsId l Viettrack complies ISO 20252:2006, the international quality standard in market research
  • Activities in leisure time In spare time after school, there are some activities children want to do such as: “watch cable TV channels channels” and “watch TV channels”, simultaneously they are rated as the 2 entertainment means with watch channels most preferred at 34% and 30%. The next choice is “read books” stands at 22% and the forth is “surf Internet” with 13% children agreed TOTAL HCMC HANOI % 34 35 31 Watch cable TV channels 82 91 68 30 29 32 Watch TV channels 95 94 97 22 22 22 Read books 78 85 69 13 12 14 Surf the Internet 40 44 34 1 1 1 Read magazines 12 15 9 1 Read newspapers 27 28 26 N=400 N 200 N=200 N 200 N=200 Like doing most Usually do Q: What do children usually do in leisure time? Q: What is children favorite activity which they like doing most in leisure time?Viettrack Market Research - April 2010
  • Children’s favorite books As for those who like reading books, “comics” is their most favorite choice (with the agreed rate is 83%) g , ( g ) TOTAL HCMC HANOI % 83 82 85 Comics 97 99 100 15 16 15 Fairytale 63 71 49 1 1 Modern literature for children 12 12 12 1 1 Science book 4 3 6 N=308 N=170 N=138 The most favorite Favorite Q: Which are types of books do children read usually? Based on children who choose code 1_E1a Q: Which is type of books do children like reading most? Viettrack Market Research - April 2010
  • Children’ s favorite comics According to children preferences, the 3 comics they like most in order are: “Doremon” (with 33% agreed), “Conan” and “Thần đồng đất Việt” are in the same rate (stand at 21%). Conan Thần Việt While in HCMC, “Thần đồng đất Việt” is placed at high rate more 7% than “Conan”, in Hanoi the favorite rate toward “Thần đồng đất Việt” is less than “Conan” 25% approximately. TOTAL HCMC HANOI % 33 28 42 “Doremon” 79 72 93 21 14 33 “Conan” 64 59 73 21 23 18 “Than dong dat viet” 61 56 72 1 1 3 “Nu hoang ai cap” “N h i ” 15 14 16 1 1 2 “Dragonball” 9 9 9 1 1 1 “Pokemon” Pokemon 24 17 36 22 32 1Others (“Vua phap thuat”, “Teppi”, …) 9 11 6 N=272 N=138 N=134 The most favorite Favorite Q: Which are children’s favorite comics? Based on children who choose code 1_E2a Q: Amongst, which is the most favorite comic? Viettrack Market Research - April 2010
  • Children’ s favorite TV channels Generally, top 3 TV channels regarded as the most favorite choices in both HCMC and Hanoi are: “HVT7” and “VTV3” are in the same rate (29% agreed) and “HVT3” (reach 21%) In detail, in HCMC, “HTV7” and “HTV3” are the 2 main channels which are received high preferred rate at 48% and 28%. On the contrary, in Hanoi, these 2 channels just gained a small proportion of liking (below 10%) and “VTV3” stands at the top with 69% agreed answer TOTAL HCMC HANOI % 29 48 2 HTV7 55 84 12 29 2 69 VTV3 62 37 98 21 28 9 HTV3 44 56 26 5 12 Hanoi 25 1 60 5 8 Cartoon Network 5 8 4 7 2 HTV9 59 89 14 3 4 Disney Channel 3 4 2 1 2 HTV1 18 23 10 1 2 VTV1 37 21 60 1 2 VTV2 16 9 27 HTV2 12 16 7 N=382 N=188 N=194 The most favorite Favorite Q: Which are children’s favorite TV channels? Based on children who choose code 4_E1a Q: Amongst, which is the most favorite channel? Viettrack Market Research - April 2010
  • Mothers’ favorite TV channels According to mothers in HCMC, “HTV7” is the most favorite channel (reach 57%). Meanwhile, 72% is the favorite rate for “VTV3” in Hanoi. TOTAL HCMC HANOI % 37 13 72 VTV3 81 69 98 34 57 HTV7 66 92 29 8 12 3 HTV9 71 92 40 6 1 12 Hanoi 30 4 69 5 8 1 HTV3 39 49 24 4 5 4 VTV1 58 45 77 3 1 5 HTV1 28 38 13 2 3 1 SCTV9 3 4 1 1 2 VTV2 26 18 37 N=382 N=188 N=194 The most favorite Favorite Q: Which are mothers’ favorite TV channels? Based on children & mothers who choose code 4_E1a Q: Amongst, which is the most favorite channel? Viettrack Market Research - April 2010
  • Children’ s favorite TV programs According to 73% agreed rate gained from children opinions, they have only 1 answer for the question which the TV program they like watching most is “cartoons” hi h th th lik t hi ti “ t ” TOTAL HCMC HANOI % 73 72 74 Cartoons 99 99 99 11 12 9 Gameshow 53 60 42 7 6 9 Films 58 58 58 5 5 4 Children’s music 47 48 45 4 5 2 Wildlife world 24 27 19 2 Circus 28 28 28 N=382 N=188 N=194 The most favorite Favorite Q: Which are children’s favorite TV programs? Based on children who choose code 4_E1a Q: Amongst, which is the most favorite program? Viettrack Market Research - April 2010
  • Children’ s favorite TV game shows In HCMC, “Siêu quậy tí hon”, “Những người bạn nhỏ” and “Chung sức” on HTV7 are being watched with the favorite rate is over 17% In contrast in Hanoi most of children responded “Đồ Rê Mí” as the 17%. contrast, Hanoi, Đồ Mí only TV game show they like watching most with the agreed rate is 83% TOTAL HCMC HANOI % 30 5 83 “Đồ Rê Mí” – VTV 3 46 24 93 “Siêu quậy tí hon” – HTV 7 17 23 5 53 69 20 14 19 6 “Những người bạn nhỏ” – HTV 7 46 62 12 12 17 2 “Chung sức” – HTV 7 38 55 2 11 17 “Sieu thi may mắn” – HTV 9 y 41 60 2“Ai thông minh hơn học sinh lớp 5?” - 10 14 HTV 2 32 43 10 3 5 “Chuyện không của riêng ai” – HTV7 29 42 2 1 “Nào ta cùng hát” – HTV7 21 27 7 1 2 “Hãy là bé ngoan” – HTV 9 20 27 5 Ai là triệu phú 1 2 1 2 N=194 N=113 N=81 The most favorite Favorite Q: Which are children’s favorite TV game shows? Based on children who choose code 3_E6a Q: Amongst, which is the most favorite game show? Viettrack Market Research - April 2010
  • Children’ s favorite channels on cable TV In general, “Disney channel”, “Cartoon network”, “Bibi-hoạt hình” and “HTV3 thiếu nhi” are the four cable channels which children like watching most most. In HCMC, “Disney channel” stands at the top with 33% agreed answer and in Hanoi, “Bibi-hoạt hình” is the most favorite channel which is received up to 41% agreed rate when asked TOTAL HCMC HANOI % 32 33 31 Disney Channel 83 85 81 18 23 7 Cartoon Network 6 62 74 40 0 18 6 41 Bibi-Hoat hinh (VCTV8) 47 36 68 17 17 16 HTV3 kenh thieu nhi 61 67 49 4 8 Sao TV (SCTV3) 21 32 4 6 Yeah1 TV (SCTV4) 16 24 3 4 2 Disney-Hd 21 22 19 1 1 Animax 16 22 4 1 1 Star Movies 17 16 18 1 1 HBO 28 27 29 1 1 3 VTC 11 1 1 3 N=318 N 318 N=182 N=136 The most favorite Favorite Q: Which are children’s favorite channels on cable TV? Based on children who choose code 5_E1a Q: Amongst, which is the most favorite channel? Viettrack Market Research - April 2010
  • Mothers’ favorite channels on cable TV As for mothers, “HBO” is not only one of the most often being watched channels (with 83% agreed) but it also is the most favorite one with the agreed rate stands at 29%. Although “Star movie” and “Cinemax” have g g received more than 60% opinions that they are regular channels, but in case of the most favorite level, it goes behind “HTVC gia đình” and “SCTV9”, because these 2 channels always have social psychological films from Hong kong, Korea,… TOTAL HCMC HANOI % 29 30 27 HBO 83 89 72 19 9 21 15 HTVC gia dinh 47 49 43 14 21 0 SCTV9 41 54 15 10 8 15 Star movie 64 71 50 6 5 7 Cinemax 63 66 56 6 2 12 VTC1 30 27 37 16 13 Khác 13 24 10 4 N=318 N=182 N=136 Q: Which are mothers’ favorite channels on cable TV ? The most favorite Favorite Q: Amongst, which is the most favorite channel? Based on children & mothers who choose code 5_E1a Viettrack Market Research - April 2010
  • Purposes of surfing on the Internet “Play online games” is the main entertainment for most of children when surfing on the Internet (with 96%). Furthermore, Furthermore in HCMC “listen music” and “watch film” are chosen by the majority of children with the rate for listen music watch film each one is 53% and 32%. With a little contrary against with HCMC, Internet is used as a tool for their “learn and study” with 27% approval. TOTAL TP.HCM HANOI % Play online games 96 94 100 Listen music 47 53 35 Watch films 25 32 12 Chat 21 27 9 For learn and study 18 14 27 Read news 17 20 12 Log in blog/ facebook 7 11 N=156 N 156 N=88 N 88 N=68 Based on children who choose code 6_E1a Q. What are children purposes as surfing internet? Viettrack Market Research - April 2010
  • Time surfing on the Internet daily The suitable time for surfing on the internet in HCMC and Hanoi is quite distinction. For children in HCMC, up to 47% children answer 18h-20h is their choice and in Hanoi although the agreed rate is 47% as the same with HCMC, the answer is 16h-18h. TOTAL TP.HCM HANOI % 11 13 9 9:00 – 12:00 AM 12:01 – 16:00 PM 10 14 3 16:01-18:00 PM 28 18 47 18:01-20:00 PM 44 47 38 20:01 – 24:00 PM 32 30 35 N=156 N=88 N=68 Based on children who choose code 6_E1a Q. What time do children surf Internet in a day? Viettrack Market Research - April 2010
  • Children’s favorite website addresses According to those those who use Internet for playing online games, “www.gamesonline.com” is the popular address (with 45% agreed) TOTAL HCMC HANOI % 45 47 41 www.gamesonline.com 73 71 74 16 12 24 www.trochoivui.com 50 52 47 11 11 12 www.gamevui.com 38 35 44 7 6 9 www.play.zing.vn 43 46 38 6 8 3 www.mp3.zing.vn 29 30 27 3 2 6 www.Kenh14.vn 13 14 12 3 3 3 www.nhaccuatui.com 21 23 18 2 2 www.nhacso.net 10 9 12 2 2 2 www.nghennhac.info 14 14 15 5 8 Khác 5 7 2 N=156 N=88 N=68 The most favorite Favorite Q: What are children’s favorite Website addresses? Based on children who choose code 6_E1a Q: Amongst, what is the most favorite Website address? Viettrack Market Research - April 2010
  • Children’s favorite online games “Nha hang vui ve” & “Dot Kich” are two favorite game online of Saigonese kids while Hanoians prefer Pikachu & Boom TOTAL HCMC HANOI 18 23 9 Nha hang vui ve (Game zing) 39 40 35 16 15 18 Dotkich 29 29 29 16 21 6 Audition 34 42 21 16 13 21 Pikachu 27 23 35 13 8 21 Boom 33 29 41 10 13 6 Dua xe lien luc dia 19 23 12 11 7 19 Others 9 9 8 N=388 N=188 N=200 The most favorite Favorite % Q: What are children’s favorite online games? Based on children who choose code 4_E9 Q: Amongst, what is the most favorite online game? Viettrack Market Research - April 2010
  • KIDS’ BEHAVIORStudy behaviorShopping behaviorEating behaviorEntertainment behaviorSummer entertainment behaviorPreferred promotion formsMedia channelsIdolsId l Viettrack complies ISO 20252:2006, the international quality standard in market research
  • Children’s favorite characters “Tom & Jerry” are the 2 most favorite characters with 39% children agree, the second is “Doremon” approved by 15% children and the next ones are “Harry Potter” (with 9%), “Spiderman” (8%) and Ben 10 (6%) TOTAL HCMC HANOI 39 39 38 Tom & Jerry 85 83 87 15 13 18 Doremon 58 50 71 9 9 9 Harry Porter 27 24 32 8 7 9 Spiderman 25 20 32 6 7 4 Ben 10 20 23 16 4 5 2 Mickey mouse 59 57 61 3 3 4 Pikachu 30 18 47 3 1 5 Hello kitt H ll kitty cat t 20 12 32 12 14 11 Others 10 9 12 1 2 2 Dont know 1 2 2 N=400 N=200 N 200 N=200 N 200 The most favorite Favorite % Q: What are children’s favorite characters? Q: What is the character children like most ? Viettrack Market Research - April 2010
  • Children’s favorite singers, actors and actresses “Hoài Linh” is the most favorite actor with the agreed rate is 23%. Besides, there is “Xuân Mai” singer with the rate is 15% TOTAL HCMC HANOI 23 31 10 Hoai Linh 47 59 29 Xuan Mai 15 9 23 30 17 50 Dinh Toan 6 10 22 37 Tang Thanh Ha 6 22 3 12 12 38 Bao Thy 6 1 14 21 8 40 6 4 8 Dan Truong 19 14 27 Minh Hang 5 3 7 23 20 28 4 7 0 Dai Nha 18 29 2 4 3 5 Hieu Hien 13 15 11 Others 7 8 7 8 9 10 18 22 12 Domt know 18 23 12 N=400 N 200 N=200 N 200 N=200 The most favorite Favorite % Q: What are children’s favorite singers, actors and actresses? Q: What is the character children like most ? Viettrack Market Research - April 2010
  • Month Market Research Your feedback and enquiry on Viettrack is highly appreciated. The next Viettrack will come in on 15th May 2010 Contact: Le Lan Phuong, CRM Department Tel: +84 8 3514 2584 Email: h E il phuongle@fta.com.vn l @ft www.ftaresearch.com 71