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Vietnamese kids behaviors

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Vietnamese kids behaviors

Vietnamese kids behaviors


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  • 1. Market Research April- 2010 HCMC HA NOI VIETNAMESE KIDS’ BEHAVIORSHIGHLIGHTS: Top 10 TVCs ranking
  • 2. 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 andInteract 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
  • 3. Mom’s activities
  • 4. Daily routine 6 – 9 AM ‐ Wake up & do personal cleanliness ‐ Prepare breakfast for husband & kids ‐ Take kids to school ‐ Go to workplace (for office lady only) 9 ‐ 12 AM ‐ Clean & cleanse home, wash dishes, wash clothes ‐ Go to wet market or supermarket to buy food. ‐ Come back home and prepare lunch ‐ Have lunch 12 ‐ 3 PM Have lunch ‐ Take a rest/ take a nap Watch TV or read newspaper/ magazines 3 – 6 PM ‐ Watch TV or read newspaper/ magazines ‐ Prepare meal for family ‐ Take kids from school 6 – 9 PM ‐ Have dinner with family (husband & kids) ‐ Watch TV ‐ Take a bath ‐ Go around the city, go to the park or supermarket 9 ‐ 12 PM with husband & kids ‐ Go to sleep
  • 5. Weekdays & weekend ‐ Do housework: clean & cleanse home, wash dishes, wash clothes, go to the market & prepare meals etc WEEKDAY - Do housework as usual - Cook special meals for family with WEEKEND to the market & prepare meals, etc. - Go to work (for working woman) - Take care of children: take kids to school feed & take a bath teach Cook special meals for family with new dishes to give family new tastes - Go out for a rest: go to the parks with kids go to visit relatives goschool, feed & take a bath, teach lessons & homework, etc. - Entertain & relax by watching TV, listening to music, read newspapers & magazines with kids, go to visit relatives, go out with friends, go for a walk with husband & kids. - Go out for dinner & magazines. Housewives often spend all day for their housework while working women spend time for housework in early morning & - Picnic/ have a short trip far from the city They often spend more time for their children at weekend tohousework in early morning & after working hours. for their children at weekend to make them relax & feel free after a week with work & study hard TAKING CARE OF FAMILY IS A RESPONSIBILTY & FAVORITE HOUSEWORK OF WOMAN
  • 6. Media behaviors & touch points THEY 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 TIME SPENDING ON TAKING CARE OF FAMILY BY READING MAGAZINES OR NEWSPAPER, WATCHING TV & EXPLORING INTERNET TO UPDATE NEW THINGS WHICH ARE NECESSARY FOR THEIR LIFE. ALSO ,IT IS THE WAY TO KEEP THEM IN TOUCH WITH THE OUTSIDE SOCIETY. THE WAY THEY CHOOSE TO GET IN TOUCH DEPENDS ON ITS CONVENIENCE, EASE AND POPULARIZATION. TVNEWSPAPER & MAGAZINES • Provide many fresh news, hot news updated day by day • Provide many life style tips such as cooking, make-up, shopping, price . . necessary for these women to apply them into their daily work in order to take good care of themselves and their family. • Favorite magazines & newspapers: • Release boring feeling • Relax  • Update news • Kill time - Favorite program: Vietnamese film, gameshow (Di tim an so Vuot len chinh minh )Favorite magazines & newspapers: - Tiep Thi & Gia Dinh - The Gioi Phu Nu - Tuoi Tre - Cong An - Thanh Nien tim an so, Vuot len chinh minh…), - Favorite channels: HTV7, HTV9, VTV3, VTV2, VTV1, SCTV9, VCTV1… INTERNET • Update news • Relax • Search & look into necessary information • Keep in touch with outside society • Favorite websites: - tuoitre.vn - vnexpress.net
  • 7. Kid’s activities
  • 8. Daily routine ‐ Wake up & do personal cleanliness 6 – 9 AM 9 12 AM ‐ Wake up & do personal cleanliness ‐ Have breakfast at home or at school ‐ 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 tráng trộn…)…. ‐ Come back home ‐ Have lunch Take a rest/ take a nap 12 ‐ 3 PM ‐ Take a rest/ take a nap ‐ Watch TV or read comic ‐ Play with toy (barbies, superman…), play with neighbors… ‐ Drawing 3 – 6 PM ‐ Surf the internet: chatchit, search information, play game online…. ‐ Have snacks: drink milk, eat spoon yoghurt, cheese, snack…. 6 – 9 PM ‐ Have dinner with parents ‐ Go to extra class: English, drawing, pre‐elementary… ‐ Watch TV, read comic, playing, drawing…. T k b th 9 ‐ 12 PM ‐ Take a bath ‐ Go around the city, go to the park or supermarket with parents or go to grandpa/grandma’s house. ‐ Go to sleep
  • 9. Kids’ activities SCHOOL TIME Go to school Activities at home: Eat & drink, do homework, take a rest Watch TV, listen to music, play game Surf the internet, chatchit, read 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.
  • 10. Kids’ activities HOLIDAY TIME INSIDE OUTSIDEINSIDE OUTSIDE Eat & drink, do homework, take a rest Play with toy Go to supermarket with parents Picnic or hangout far the city with family Watch TV, listen to music, play game Surf the internet, chatchit, read comic online, play game online, drawing… Visit grandpa/ grandma’s house Have extracurricular activities like drawing, martial, swim… course Go to Dam Sen park Suoi TienGo to Dam Sen park, Suoi Tien… Go shopping with sister THE KIDS HAVE MORE FREE TIME AT WEEKEND SO THEY CAN JOIN MANY ACTIVITIES BOTH INSIDE & OUTSIDE. BESIDES, THE PARENTS ALSO WANT THEIR KIDS TO RELAX & FEEL FREE & COMFORTABLE AFTER A HARD STUDYING WEEK SO THEY SPEND MORE TIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET THE PARK THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TOTIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET, THE PARK, THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TO SOMEWHERE FAR FROM THE CITY. THIS IS THE BEST PERIOD TO SHARE TOGETHER, PLAY TOGETHER & COME CLOSER SO THE PARENTS CAN UNDERSTAND THEIR KIDS DEEPLY & SUPPORT THEM TO PHYSICAL DEVELOPMENT IN THE FUTURE. BUILD & MAINTAIN RELATIONSHIP BETWEEN FAMILY MEMBERS, ESPECIALLY THE KIDS
  • 11. Decision maker mapDecision maker map MOMS Clothes & accessories Personal care & HH care St ti Food & beverage Food & Stationery Personal care & HH care Kid toysStationery Food & beverageKid toys Clothes & accessories KIDS FROM 6-10 Y.O KIDS FROM OVER 11 Y.O
  • 12. 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 • Provide more nutrition C eate f eshness • Avoid/release boring feeling • Have fun with friends Ha e man fla o s in one• Create freshness • Good for health At this age, they are small so they cannot decide by themselves so their moms play an • Have many flavors in one • Feel fresh Their faculty of thought & reason are higher so they can decide what they want to do or eatdecide by themselves so their moms play an important role in choosing kinds of snacking for daily consumption of them. Moms focus on foods which are good for health support physical they can decide what they want to do or eat. They have many subjects in school, they feel tired & boring so they choose foods can make them release boring feeling & create freshnesswhich are good for health, support physical development. Moms are main decision maker in choosing for snacking them release boring feeling & create freshness too. They are main decision maker in choosing for snackingchoosing for snacking choosing for snacking.
  • 13. Snacking repertoires Kids from over 11 years old prefer They often consume…….. for snacking Bánh tráng trộn Milk teaFried fish ball Ice-creamSnacks Kids from 6 – 10 years old prefer Fruits Cheese YoghurtSnacks
  • 14. Snacking repertoiresSnacking repertoires Have a lot of flavors Provide nutrition Have many flavors in one: sour, salty, sweet & peppery good PROVIDE MORE  NUTRITION AVOID BORING Provide nutrition Good for health Create freshness salty, sweet & peppery good taste Avoid/release boring feeling A id/ l b i f li Cold, both sour & sweet Have a lot of flavors Provide nutrition Good for digestion & health C f h Avoid/release boring feeling Good taste Create freshness Provide nutrition Good for health Good taste Have a lot of flavors Create freshness Good for health Create freshness Have a lot of tastes: sour, sweet Have a lot of flavors However, easy to make teeth decayed Have a lot of tastes: sour, sweet Have a lot of flavors Provide nutrition: vitamin, protein Good for health Create freshness Sweet & cold Have a lot of flavors: strawberry, chocolate, taro Create freshness
  • 15. Media behaviors & touch points FOR 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 TVNEWSPAPER & MAGAZINES CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET • Release boring feeling • Relax  • Kill time - Favorite program: cartoon, music, Korean film, Gia • Be suitable at their age • Update news & look into information which is suitable for them • Favorite magazines & newspaper: - Khan quang do INTERNET đình phép thuật… - Favorite channels: HTV7, HTV9, VTV3, Disney channel, cartoon network, Yan TV… - Hoa hoc tro - Rua Vang • Expand friendship network (chatchit, make friend…) • Update news • Play game online, listen to music online/film online… to relax & enjoy • Favorite websites:Favorite websites: - zing.vn - YanTV - Game online - Yahoo!Messenger
  • 16. KIDS’ BEHAVIOR Study behavior Shopping behavior Eating behaviorEating behavior Entertainment behavior Summer entertainment behavior Preferred promotion programme Media channels Id lIdols Viettrack complies ISO 20252:2006, the international quality standard in market research
  • 17. Parents’ concerns when look after & bring up their kids Recently, “children health”, “children study” & “Characteristic and personality development” arey, , y p y p three big issues that most of parents are concerning to. Children health Child t d HCMCHCMCTOTALTOTAL HANOIHANOI % 99 100 97 Children study Characteristic and personality development Weight and physical growth 83 86 96 82 82 95 84 93 99 Form good habits for their children (reading books, logical thinking ability,…) Be a good example to their children 67 70 83 61 66 82 77 77 84 Teach their children spend money in the right way Be less well-equipped than their friends Nurture their children through nutritious 55 62 61 51 46 80 Q. What are parents’ concerns about breeding their children? Viettrack Market Research - April 2010 Nurture their children through nutritious food N=400 N=200 N=200 53 51 56
  • 18. 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 HCMCHCMCTOTALTOTAL HANOIHANOI % 59 61 Maths, English, Literature are three main subjects that most of kids have to improve by joining to added courses Maths English Literature 42 60 24 41 59 16 44 61 37 Sports (swimming, martial classes,…) Computer courses 14 14 24 10 13 16 21 16 3 Art courses (painting, beautiful letters,…) Course for aptitude courses (dancing, playing musical instruments, singing,..) 7 11 7 5 7 19 Physics Chemistry 2 5 1 4 3 6 Q. What are added courses which children usually take in school year? Viettrack Market Research - April 2010 N=400 N=200 N=200 No added courses 18 21 14
  • 19. The frequency of studying added courses in a week – Total A HGFEDCB I General, the frequency of studying added courses is around 2 times per week 50 56 50 47 56 51 1 2 25 5 times/ week %2.1 1.8 1.4 1.9 2.1 1.8 1.7 1.8 1.8Means 53 74 56 73 75 2-3 times/ week 43 27 50 53 44 49 26 50 Below 2 times/ week N=240 N=20* N=8* N=96 N=168 N=56 N=28* N=56N=44 A- Maths B - Physics C - Chemistry D - Literature E – Language courses Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010 F – Computer courses G – Course for aptitude courses (dancing, playing musical) H - Art courses (painting, beautiful letters,…) I - Sports (swimming, martial classes,…) (*) Small Base
  • 20. The frequency of studying added courses in a week? – HCM A HGFEDCB I At HCMC, the frequency of studying added courses is around 2.5 times per week 60 63 1 4 5 times/ week 2.5 2.5 2.5 2.4 2.4 2.1 1.9 2.1 1.9 %Means 98 100 83 95 73 60 75 63 100 2-3 times/ week 13 5 27 40 25 37 1 Below 2 times/ week N=118 N=8* N=2* N=32* N=82 N=20* N=14* N=26*N=10* A- Maths B - Physics C - Chemistry D - Literature E – Language courses Viettrack Market Research - April 2010 (*) Small Base F – Computer courses G – Course for aptitude courses (dancing, playing musical) H - Art courses (painting, beautiful letters,…) I - Sports (swimming, martial classes,…) Q: What is the frequency of studying added courses in a week?
  • 21. The frequency of studying added courses in a week? – HN A HGFEDCB I The frequency of studying added courses of Hanoians kids is less than Saigonese ones. It is around 1.5 per week. 39 38 41 33 29 47 38 2-3 times/ week %1.6 1 1 1.6 1.6 1.5 1.4 1.7 1.6Means (time/week) 62 59 67 71 53 63 100 100 61 59 53 Below 2 times/ week N=122 N=12* N=6* N=74 N=88 N=42 N=14* N=32*N=38 A- Maths B - Physics C - Chemistry D - Literature E – Language courses Viettrack Market Research - April 2010 (*) Small Base F – Computer courses G – Course for aptitude courses (dancing, playing musical) H - Art courses (painting, beautiful letters,…) I - Sports (swimming, martial classes,…) Q: What is the frequency of studying added courses in a week?
  • 22. KIDS’ BEHAVIOR Study behavior Shopping behavior Eating behaviorEating behavior Entertainment behavior Summer entertainment behavior Preferred promotion programme Media channels Id lIdols Viettrack complies ISO 20252:2006, the international quality standard in market research
  • 23. Decision makers Parents are main decision makers in most of issues related to kids' studying and entertainment. Kid i d i i k i j k f d b kf t HCMCHCMCTOTALTOTAL HANOIHANOI Going out on summer holiday Kids’ toy 37 63 35 37 1 27 38 63 33 37 1 28 35 62 37 37 1 27 1 Kids are main decision makers in junk food, breakfast. Kids toy Clothes, shoes purchase Going out at weekends Junk food 24 50 56 37 27 45 35 35 12 1 46 5 9 27 26 50 57 38 25 44 33 33 2 1 1 47 6 9 28 22 48 54 35 30 46 38 37 3 1 2 1 43 5 8 27 Breakfast Sports (swimming, martial classes…) Clubs (drama, poetry, storytelling,…) 27 33 32 38 34 32 1 14 4 1 21 29 34 39 36 38 34 33 27 18 6 2 18 25 33 23 25 100 37 38 2 40 35 Aptitude courses (dancing, singing,..) Computer courses Language study Add d ( th h i 0 65 66 30 21 26 24 33 2 1 6 2 2 1 9 6 9 22 62 59 39 28 30 34 1 3 2 9 7 9 17 9 59 39 26 2 27 15 39 5 7 11 9 39 35 N=400 N=200 N=200 Added courses (maths, physics… Buying learning facilities Children are main decision makers Other family members suggest, children are main decision makers 37 70 31 21 3 2 3 2 26 5 39 60 26 32 1 3 3 32 4 36 59 41 25 2 5 21 11 Q: Who are main decision makers to children’ activities ? Viettrack Market Research - April 2010 Other family members are main decision makers Parents suggest, children are main decision makers Parents are main decision makers
  • 24. Places buying learning facilities Bookstore & stationery are two places where parents usually come to buy learning facilities for HCMCHCMCTOTALTOTAL HANOIHANOI Bookstore & stationery are two places where parents usually come to buy learning facilities for kids. HCMCHCMCTOTALTOTAL HANOIHANOI 87 52 93 63 78 34 Bookstore 85 32 39 6 84 28 8 23 87 39 2 63 Stationery store Grocery 36 15 4 6 42 6 8 26 2 1 2 Supermarket Market 15 1 17 1 12Market Department (Diamond, Saigon Square,...) N=400 N=200 N=200 Buy most often Usually buy Viettrack Market Research - April 2010 % Q: Which places do children have learning facilities bought? Q: Amongst, which is the most often place?
  • 25. Places buying clothes, shoes Moms often go to “clothes and shoes store for kids”, “Market” and “supermarket” to buy clothes HCMCHCMCTOTALTOTAL HANOIHANOI Moms often go to clothes and shoes store for kids , Market and supermarket to buy clothes and shoes for kids. HCMCHCMCTOTALTOTAL HANOIHANOI 81 52 70 36 98 77 Clothes and shoes sotre for kids 73 28 75 33 70 20 Market 54 21 3 16 71 31 5 25 28 7 3 Supermarket Department (Diamond, Saigon Square,...) 3 5 1Grocery N=400 N=200 N=200 Buy most often Usually buy Viettrack Market Research - April 2010 % Q: Which places do children have clothes, shoes bought? Q: Amongst, which is the most often place?
  • 26. Learning facilities The purchase frequency in a month Means 0.9 1.00 0.8 6 4 102 12 TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % The frequency of buying clothes, shoes for kids of moms is 2 month/ time Learning facilities 10 10 10 14 10 20 6 4 102 12 Above 4 months/ time 3 -4 months/ time 2 months/ time Clothes, shoes 46 45 15 19 48 1,5 months/ time 1 month/ time 3 times/ week Means 0.6 0.7 0.5 TP.HCMTP.HCMTOTALTOTAL HANOIHANOI 19 13Above 4 months/ time N=400 N=200 N=200 7 10 3 15 81-2 times/ week 25 21 16 28 6 3 9 19 27 4 months/ time 3 months/ time 2 months/ time 19 31 7 1027 31 282 months/ time 1,5 months/ time 1 month/ time 3 k / ti Average, the frequency of buying leaning facilities for kids of moms is 1 month/ time Viettrack Market Research - April 2010 N=400 N=200 N=200 1 2 2 33 weeks/ timekids of moms is 1 month/ time Q. What is the frequency of buying learning facilities for children monthly? Q. What is the frequency of buying clothes, shoes for children monthly? %
  • 27. Monthly average expenditure for children – Total Monthly average, parents spend money for kids on breakfast, buying clothes, shoes and added % A HGFEDCB I 98,160 199,020 132,560 30,340 25,360 27,884 350,740 179,152 185,960 216,840 183,640Means (VND) y g , p p y , y g , courses more than the rest. K L 13 36 35 41 27 32 19 2 33 26 14 12 8 9 13 9 2 12 12 29 6 4 7 6 17Above 300,000 VND 200,001 - 300,000 VND 63 50 47 40 55 44 5428 30 58 44 100,001 - 200,000 VND 50,000 - 100,000 VND 6 1 4 1 2 8 16 25 3 16 18 2 23 Below 50,000 VND N=362 N=397 N=363 N=400 N=398 N=78 N=51 N=250N=62 N=181 N=394 ( l l )A-Buying learning facilities B-Added courses (maths, physics, chemistry,) C-Language study D-Computer courses F-Sports (swimming, martial classes…) G-Breakfast H-Junk food I-Going out at weekends Viettrack Market Research - April 2010Q. What is the monthly average expenditure on……. for children? p E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase L-Taking care of kid’s health
  • 28. Monthly average expenditure for children – HCM Saigonese parents spend much money for kids on breakfast, taking care of kid’s health & buying % A HGFEDCB I 122,033 226,833 134,000 20,667 18,333 32,933 407,333 201,800 213,133 233,000 243,133Means (VND) K L g p p y , g y g clothes & shoes 20 29 29 20 1 39 17 14 11 8 17 10 4 30 20 10 51 11 9 12 1520Above 300,000 VND 200,001 - 300,000 VND 70 43 35 51 40 53 24 25 58 60 45 31 35 39 44 100,001 - 200,000 VND 50,000 - 100,000 VND 5 1 28 25 20 1 35 40 45 3 16Below 50,000 VND N=123 N=89 N=24* N=19* N=40 N=199 N=200 N=200N=191 N=200N=200 ( l l )A-Buying learning facilities B-Added courses (maths, physics, chemistry,) C-Language study D-Computer courses F-Sports (swimming, martial classes…) G-Breakfast H-Junk food I-Going out at weekends Viettrack Market Research - April 2010 (*) Small Base Q. What is the monthly average expenditure on……. for children? p E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase L-Taking care of kid’s health
  • 29. Monthly average expenditure for children – HN While Hanoians parents spend much money for kids on breakfast, buying clothes & shoes and % A HGFEDCB I 62,350 157,300 130,400 44,850 35,900 20,310 265,850 145,180 145,200 192,600 94,400Means (VND) K L p p y , y g joining in added courses 8 3 913 18 14 5 7 7 41 25 32 17 2 21 11 2 2 8 8 12 8 3 12 9 38 7 7 9 9 10 2Above 300,000 VND 200,001 - 300,000 VND 85 88 82 62 9 40 50 44 49 18 43 40 56 100,001 - 200,000 VND 50,000 - 100,000 VND 1 4 10 3 17 3 1520 40 Below 50,000 VND N=196 N=168 N=200 N=200 N=38 N=36 N=42 N=192N=92 N=128N=152 ( l l )A-Buying learning facilities B-Added courses (maths, physics, chemistry,) C-Language study D-Computer courses F-Sports (swimming, martial classes…) G-Breakfast H-Junk food I-Going out at weekends Viettrack Market Research - April 2010 (*) Small Base Q. What is the monthly average expenditure on……. for children? p E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase L-Taking care of kid’s health
  • 30. KIDS’ BEHAVIOR Study behavior Shopping behavior Eating behaviorEating behavior Entertainment behavior Summer entertainment behavior Preferred promotion programme Media channels Id lIdols Viettrack complies ISO 20252:2006, the international quality standard in market research
  • 31. Places where having breakfast Kids often have breakfast at home or food store HCMCHCMCTOTALTOTAL HANOIHANOI Kids often have breakfast at home or food store At home HCMCHCMCTOTALTOTAL HANOIHANOI 8748 9152 8141 Food store 8644 8337 9255 School canteen 286 317 254 Buy and bring breakfast to school 273 315 21 Q: Which places do children have breakfast frequently? Q: Amongst, which is the most often place? N=400 N=200 N=200 Viettrack Market Research - April 2010 %Most often Often
  • 32. Children’s favorite junk food Snack, sweet cake, yogurt are three most favorite junk foods of kids. HCMCHCMCTOTALTOTAL HANOIHANOI Snack, sweet cake, yogurt are three most favorite junk foods of kids. HCMCHCMCTOTALTOTAL HANOIHANOI 90 9189Snack S t k 64 72 73 52 87 68 71 63 76Sweet cake Yogurt Confection 53 58 47 83 57 42Ice-cream Chocolate 20 32 43 3 6 32 31 50 51Cheese “Bánh tráng trộn” “Há cảo” Viettrack Market Research - April 2010 % Q. What are children’s favorite junk food ? N=400 N=200 N=200 Há cảo
  • 33. Places buying junk food (P10) “Groceries near by houses”, “At home (mother bought)” and “School canteen” are common & TP HCMTP HCMTOTALTOTAL HANOIHANOI Groceries near by houses , At home (mother bought) and School canteen are common & convenience places for kids to buy junk foods. TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % 79 85 70Groceries near by houses At home (mother bought) 45 55 68 51 71 64 35 31 73At home (mother bought) School canteen Supermarket 36 37 43 39 25 35Gorceries near by school Vendors k 2 3 16 3 4 19 1 11Park Movie theatre Internet store Viettrack Market Research - April 2010Q. Where are places children buy junk food? N=400 N=200 N=200
  • 34. KIDS’ BEHAVIOR Study behavior Shopping behavior Eating behaviorEating behavior Entertainment behavior Summer entertainment behavior Preferred promotion programme Media channels Id lIdols Viettrack complies ISO 20252:2006, the international quality standard in market research
  • 35. Going out occasions Kids are usually allowed to go out on weekends, summer holiday or holiday/ Tet TP HCMTP HCMTOTALTOTAL HANOIHANOI Kids are usually allowed to go out on weekends, summer holiday or holiday/ Tet TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % 81Weekends 78 85 76Summer holiday 85 64 55Holiday/”Tết” 71 31 N=400 N=200 N=200 31Weekday 43 14 Viettrack Market Research - April 2010Q. Which are occasions do children go out?
  • 36. Places going out for weekdays On weekdays, after studying hard at school, kids often choose entertainment activities which areOn 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. TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % 63Sight - seeing 70 29 33 36Park/ children’ house Supermarket 36 42 21 7 26 33Supermarket To go swimming 31 36 0 21 4 19To visit relatives Movie theatre/dramatic stage 5 13 0 50 Q. Places where kids go out for weekdays? Viettrack Market Research - April 2010 N=124 N=86 N=28
  • 37. Places going out for weekends On weekends, kids are usually allowed to go to super market, park, children’s house or visitingOn weekends, kids are usually allowed to go to super market, park, children s house or visiting relatives. TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % 69Supermarket 74 64 25 51Park/ children’ house To visit relatives 19 62 34 37 9 14 21Sight-seeing To go swimming Movie theatre/drama tic stage 14 25 23 2 19 2 2 9o e t eat e/d a a t c stage Museum Long-distance travelling (Vũng Tàu, Phan Thiết, Nha Trang…) 3 3 14 Viettrack Market Research - April 2010 N=324 N=156 N=170 Q. Places where kids go out for weekends?
  • 38. Places going out for Holidays/ Tet Kids are usually visit relatives on Holidays/ Tet occasions or enjoy long-distance travelling such asKids are usually visit relatives on Holidays/ Tet occasions or enjoy long distance travelling such as Vung Tau, Phan Thiet, Nha Trang, etc. Hanoians kids are slightly different. They often go to park or children’s house on this occation. TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % 66To visit relatives 66 68 29 45 Long-distance travelling (Vung Tau, Phan Thiet, Nha Trang…) Park/ children’ house 14 57 77 3 15 18 22Supermarket Movie theatre/drama tic stage To go downtown (eating ice- cream ) 18 22 22 7 7 23 2 10 15 cream,…) Museum To go swimming 3 10 18 0 10 7 Viettrack Market Research - April 2010 N=220 N=142 N=62 Q. Places where kids go out for Holidays/ Tet?
  • 39. Places going out for summer holidays Kids often have a long break time on summer holidays. Hence, they are usually allowed to haveKids often have a long break time on summer holidays. Hence, they are usually allowed to have long-distance travelling or visiting relatives. TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % 83 Long-distance travelling (Vũng Tàu Phan Thiết Nha Trang ) 87 77 15 28 Tàu, Phan Thiết, Nha Trang…) To visit relatives Park/ children’ house 21 42 3 2 10 11 15Museum Supermarket To go swimming 13 14 17 3 3 9 9 10 10To go swimming To go downtown (eating ice- cream,…) Movie theatre/drama tic stage 10 11 13 6 8 3 Viettrack Market Research - April 2010 N=304 N=170 N=128 Q. Places where kids go out for summer holidays?
  • 40. The frequency of going out Generally, kids usually go to super market, go sight seeing and go to park/ children house with the A HGFEDCB Generally, kids usually go to super market, go sight seeing and go to park/ children house with the frequency of 4 times/ month. 3 83 4 4 1 33 0 45 0 3 2 61 3 89 3 47Means (times/ month) % 32 33 7 1 2 10 6 12 612 11 632 33 15 5 113 10 51 Above 7 months/ time 5 - 7 months/ time 3.83 4.4 1.33 0.45 0.3 2.61 3.89 3.47Means (times/ month) 17 37 31 25 20 24 24 57 31 11 10 6 30 36 2 - 4 months/ time 1 time/ month 2-3 times/ month 5 13 9 24 17 11 24 37 9 1 1 20 27 21 2 19 12 7 9 4 times/ month 2-7 times/ week 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 (V ng Ta Phan Thiet Nha Trang ) Q. What is the frequency of going out? Viettrack Market Research - April 2010 E - Long-distance travelling (Vung Tau, Phan Thiet, Nha Trang…) F - To visit relatives G - Sight seeing H – Go swimming
  • 41. The frequency of going out – HCM Saigonese kids often go to park/ children house with the frequency of 6 times/ month. Next is A HGFEDCB 4 41 6 01 1 17 0 4 0 29 1 57 4 18 3 41 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. Means (times/ month) 31 24 3 8 1 8 14 6 7 2 36 43 26 7 12 8 1 6Above 7 months/ time 5 - 7 months/ time % 4.41 6.01 1.17 0.4 0.29 1.57 4.18 3.41Means (times/ month) 27 22 28 39 25 26 28 27 62 22 3 10 10 31 21 14 2 - 4 months/ time 1 time/ month 2-3 times/ month 2 13 8 13 28 39 10 3 12 21 10 27 17 27 6 11 4 times/ month 2-7 times/ week 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 (V ng Ta Phan Thiet Nha Trang ) Q. What is the frequency of going out? Viettrack Market Research - April 2010 E - Long-distance travelling (Vung Tau, Phan Thiet, Nha Trang…) F - To visit relatives G - Sight seeing H – Go swimming
  • 42. The frequency of going out – HN Hanoians kids usually go to museums & go swimming with the frequency of 4 times/ month. A HGFEDCB 2 85 1 74 2 36 0 84 0 32 4 44 3 2 4 08 Hanoians kids usually go to museums & go swimming with the frequency of 4 times/ month. Means (times/ month) 34 44 4 3 20 6 25 40 102 25 11 2 Above 7 months/ time 5 - 7 months/ time % 2.85 1.74 2.36 0.84 0.32 4.44 3.2 4.08Means (times/ month) 40 42 32 17 48 25 80 29 25 72 2 - 4 months/ time 1 time/ month 2-3 times/ month 11 8 2019 10 7 17 23 4 10 3 2 12 13 4 4 times/ month 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 (V ng Ta Phan Thiet Nha Trang ) Q. What is the frequency of going out? Viettrack Market Research - April 2010 E - Long-distance travelling (Vung Tau, Phan Thiet, Nha Trang…) F - To visit relatives G - Sight seeing H – Go swimming (*) Small base
  • 43. Whom children go out with – Total A HGFEDCB 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 43 53 2 4 2 3 1 31 Other family members HGFEDCB % 18 21 92 82 78 96 94 63Family members (having parents) With neighbor friends 39 25 18 4 4 3 3 16 2 10 10 10 With schoolmates 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 (V ng Ta Phan Thiet Nha Trang ) Q: With whom do children go out on each occasion? Viettrack Market Research - April 2010 % E - Long-distance travelling (Vung Tau, Phan Thiet, Nha Trang…) F - To visit relatives G - Sight seeing H – Go swimming
  • 44. KIDS’ BEHAVIOR Study behavior Shopping behavior Eating behaviorEating behavior Entertainment behavior Summer entertainment behavior Preferred promotion programme Media channels Id lIdols Viettrack complies ISO 20252:2006, the international quality standard in market research
  • 45. 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 HCMCHCMCTOTALTOTAL HANOIHANOI June and ends at the middle of August annually. % 12 8 10 8 14 1 ½ month Means (months) 2.2 2.2 2.1 32 31 31 17 1 month 1,5 month 24 31 14 2 month 2,5 month N=400 N=200 N=200 22 21 24 3 month Viettrack Market Research - April 2010Q. How long does a summer holiday take?
  • 46. 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 HCMCHCMCTOTALTOTAL HANOIHANOI this year language courses particularly English as their priority based on the thought do not want their children are inferior to others. Furthermore, English now becomes one of required subjects in primary schools instead of secondary schools as before. HCMCHCMCTOTALTOTAL HANOIHANOI % Language courses 56 66 44 73 53 47 60 55 39 Added courses (maths, physics, chemistry,…) Computer courses Sports (swimming, martial classes,…) 24 28 56 18 16 53 27 21 54 13 18 30 29 19 21 51 Courses for aptitude (painting, beautiful letters,…) Art courses (dancing, playing musical instruments, singing,..) 2 6 13 5 11 5 9 9 4 6 7 19 7 14 N=400 N=200 N=200 Others (Vietnamese, literature) Don't know 19 6 2 2 15 4 26 8 6 5 This year Last year Viettrack Market Research - April 2010 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?
  • 47. 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 HCMCHCMCTOTALTOTAL HANOIHANOI destinations this year. In the northern, especially Hanoi, because the demand for cutting down expenses is still their priority, therefore “don’t go” (with 38% agreed) stands at high rate though it seems to be lower than last year 32% HCMCHCMCTOTALTOTAL HANOIHANOI % Nha Trang 33 14 44 17 17 8 Vung Tau Da lat 15 30 34 13 21 49 55 21 6 3 3 1 Ha Long Others (Da Nang, Hoi An, HCMC,..) 9 7 6 8 1 6 5 21 18 14 22 N=400 N=200 N=200 Don’t go 17 37 3 24 38 56 This year Last year Viettrack Market Research - April 2010 Q: Where were destinations children travelled last year? Q: Where is destination children are going to travel this year? N=400 N 200 N 200
  • 48. Average expenditure on summer holidays as compared with ordinary days HCMCHCMCTOTALTOTAL HANOIHANOI % increase72% is the agreed percentage for the increase of expenditure in Below 10% From 10 - 20% summer days, just 2% of mothers think it would be decreased. In detail, the increase rate is popular from 10-20% (with 56% agreed). Meanwhile, increasing more than 40% is received coldly with just only 2% agreements 56 25 58 22 54 30 Means (%) 16.17 16.28 15.97 TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % From 10 20% From 21 - 40% with just only 2% agreements 16 56 18 58 13 54 Above 40% N=286 N=152 N=134 HCMCHCMCTOTALTOTAL HANOIHANOI % decrease 72 76 67 Increase Decrease 2 2 3 17Below 5% 20 HCMCHCMCTOTALTOTAL HANOIHANOI % decrease 26 23 28 2 1 5 Equal Means (%) 8.33 8 8.4 N=400 N=200 N=200 17 50From 6 - 10% From 11 - 20% 100 20 40 Viettrack Market Research - April 2010 N=12* N=2* N=10* 16Above 20% 20 Q. What is the average expenditure for children on summer holidays as compared with ordinary days?
  • 49. Average expenditure in this summer year as compared with last year HCMCHCMCTOTALTOTAL HANOIHANOI % increase Below 10% From 10 - 20% Similarly, 75% agreed with the increase of expenditure this year which against with last year. In this case, the popular increasing rate would be from 10-20% (reach 60%), just only 6% of mothers agree with “above 40%” is a reasonable rate 60 22 58 21 64 22 Means (%) 17.47 1706 18.08 TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % From 10 20% From 21 - 40% agree with above 40% is a reasonable rate 12 60 14 58 9 64 75 75 75 Tăng Giảm N=300 N=150 N=150 Above 40% 6 7 5 23 24 22 2 1 3 Như nhau HCMCHCMCTOTALTOTAL HANOIHANOI % decrease Below 5% 25 33 Means (%) 21.25 10 25 N=400 N=200 N=200 From 6 - 10% From 11 - 20% 25 25 100 34 Viettrack Market Research - April 2010 N=8* N=2* N=6* Q. What is the average expenditure for children on this summer year as compared with last summer year? Above 20% 25 33
  • 50. KIDS’ BEHAVIOR Study behavior Shopping behavior Eating behaviorEating behavior Entertainment behavior Summer entertainment behavior Preferred promotion programme Media channels Id lIdols Viettrack complies ISO 20252:2006, the international quality standard in market research
  • 51. Preferred promotion programs - Children Among the five most preferred promotion programs which children like such as: “cotton animal”, HCMCHCMCTOTALTOTAL HANOIHANOI “puzzle toys”, “electric bicycle”, “comics” and “cartoon CD/DVD” (reach 45% agreed generally), “cotton animal” is the program they like most (have 30% agreements) HCMCHCMCTOTALTOTAL HANOIHANOI % Cotton animal Puzzle toys 30 15 60 61 15 37 66 59 16 19 54 61 Electric bicycle Comics Cartoon CD/DVD 56 10 15 10 60 44 48 50 14 7 6 34 49 59 66 15 16 16 69 37 61 Skateboard Watch Backpack with cartoon characters 33 6 6 5 48 27 46 7 23 10 3 51 30 1 47 7 6 39 22 69 N=400 N=200 N=200 Sticker pictures Scratching card 1 31 20 1 20 31 2 19 31 Like most Like Viettrack Market Research - April 2010 Q: Which are promotion materials, toys and means of promotion which children prefer? Q: Amongst, which is the most favorite promotion programme?
  • 52. Preferred promotion programs - Mothers Meanwhile, 50% is the agreed rate of “promotion package-buy 1 get 1 free”, “sale-off”, “glassware gifts” and “cooking seasonings” which are the four program mothers like most TP HCMTP HCMTOTALTOTAL HANOIHANOI gifts and cooking seasonings which are the four program mothers like most “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) TP.HCMTP.HCMTOTALTOTAL HANOIHANOI % Promotion package (ex. buy 1 get 1 free) S l ff 28 36 80 16 38 77 46 35 86 Sales-off Glassware gifts(bowl, dish, cup,…) Cooking seasonings (sugar, MSG,…) 57 13 15 69 75 72 21 18 55 73 35 1 11 90 77 Accumulate scores to get gifts Personal care items (towel, comb, toothbrush,… ) 2 2 3 34 39 1 2 3 35 45 2 2 2 33 30 N=400 N=200 N=200 Scratching card Gifts (jewelries, hairpins,…) 32 1 2 37 27 1 1 37 38 1 2 37 Like most Like Viettrack Market Research - April 2010 Q: Which are promotion materials and means of promotion which mothers prefer? Q: Amongst, which is the most favorite promotion programme?
  • 53. KIDS’ BEHAVIOR Study behavior Shopping behavior Eating behaviorEating behavior Entertainment behavior Summer entertainment behavior Preferred promotion forms Media channels Id lIdols Viettrack complies ISO 20252:2006, the international quality standard in market research
  • 54. Activities in leisure time In spare time after school, there are some activities children want to do such as: “watch cable TV channels” and “watch TV channels” simultaneously they are rated as the 2 entertainment means with HCMCHCMCTOTALTOTAL HANOIHANOI channels and watch TV channels , simultaneously they are rated as the 2 entertainment means with 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 HCMCHCMCTOTALTOTAL HANOIHANOI % Watch cable TV channels agreed 34 82 35 91 31 68 Watch TV channels Read books 22 30 78 95 22 29 85 94 22 32 69 97 Surf the Internet Read magazines 40 1 13 12 44 1 12 15 34 1 14 9 N=400 N=200 N=200 Read newspapers 27 1 28 26 N=400 N 200 N 200 Like doing most Usually do Viettrack Market Research - April 2010 Q: What do children usually do in leisure time? Q: What is children favorite activity which they like doing most in leisure time?
  • 55. Children’s favorite books As for those who like reading books, “comics” is their most favorite choice (with the agreed rate is 83%) HCMCHCMCTOTALTOTAL HANOIHANOI g , ( g ) % HCMCHCMCTOTALTOTAL HANOIHANOI Comics 83 99 82 100 85 97 Fairytale 1 15 63 1 16 71 15 49 Modern literature for children Science book 4 1 1 12 3 1 12 6 12 N=308 N=170 N=138 Viettrack Market Research - April 2010 Q: Which are types of books do children read usually? Q: Which is type of books do children like reading most? The most favorite Favorite Based on children who choose code 1_E1a
  • 56. 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%). HCMCHCMCTOTALTOTAL HANOIHANOI agreed), Conan and Thần đồng đất Việt are in the same rate (stand at 21%). 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. “Doremon” HCMCHCMCTOTALTOTAL HANOIHANOI % 21 33 79 14 28 72 33 42 93 “Conan” “Than dong dat viet” “N h i ” 1 21 21 64 61 1 23 14 59 56 3 18 33 73 72 “Nu hoang ai cap” “Dragonball” “Pokemon” 15 1 1 1 9 14 1 1 1 9 16 1 2 3 9 Pokemon Others (“Vua phap thuat”, “Teppi”, …) N=272 N=138 N=134 22 24 9 32 17 11 1 36 6 The most favorite Favorite Viettrack Market Research - April 2010 Q: Which are children’s favorite comics? Q: Amongst, which is the most favorite comic?Based on children who choose code 1_E2a
  • 57. 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%) HCMCHCMCTOTALTOTAL HANOIHANOI 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 HCMCHCMCTOTALTOTAL HANOIHANOI % HTV7 VTV3 29 29 62 55 2 48 37 84 69 2 98 12 HTV3 Hanoi Cartoon Network HTV9 25 4 5 5 21 44 5 1 7 8 28 56 8 60 2 12 9 26 HTV9 Disney Channel HTV1 VTV1 18 1 2 3 59 3 37 23 1 4 7 89 4 21 10 2 2 2 14 60 VTV2 HTV2 N=382 N=188 N=194 1 16 12 9 16 2 27 7 Viettrack Market Research - April 2010 Q: Which are children’s favorite TV channels? Q: Amongst, which is the most favorite channel? The most favorite Favorite Based on children who choose code 4_E1a
  • 58. Mothers’ favorite TV channels According to mothers in HCMC, “HTV7” is the most favorite channel (reach 57%). Meanwhile, 72% is HCMCHCMCTOTALTOTAL HANOIHANOI the favorite rate for “VTV3” in Hanoi. HCMCHCMCTOTALTOTAL HANOIHANOI % VTV3 HTV7 37 34 81 57 13 69 72 98 HTV7 HTV9 Hanoi HTV3 30 8 6 5 66 71 4 8 1 12 92 92 69 1 12 3 40 29 HTV3 VTV1 HTV1 2 4 3 39 58 28 3 1 5 38 45 49 1 5 4 13 77 24 N=382 N=188 N=194 SCTV9 VTV2 1 2 3 26 3 4 18 2 1 1 37 Viettrack Market Research - April 2010 Q: Which are mothers’ favorite TV channels? Q: Amongst, which is the most favorite channel? The most favorite Favorite Based on children & mothers who choose code 4_E1a
  • 59. Children’ s favorite TV programs According to 73% agreed rate gained from children opinions, they have only 1 answer for the question hi h th TV th lik t hi t i “ t ” HCMCHCMCTOTALTOTAL HANOIHANOI which the TV program they like watching most is “cartoons” Cartoons HCMCHCMCTOTALTOTAL HANOIHANOI % 73 99 72 99 74 99 Gameshow Films 7 11 58 53 6 12 58 60 9 9 58 42 Children’s music Wildlife world 47 4 5 24 48 5 5 27 45 2 4 19 Circus N=382 N=188 N=194 28 28 2 28 Viettrack Market Research - April 2010 Q: Which are children’s favorite TV programs? Q: Amongst, which is the most favorite program? The most favorite Favorite Based on children who choose code 4_E1a
  • 60. 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 HCMCHCMCTOTALTOTAL HANOIHANOI with the favorite rate is over 17%. In contrast, in Hanoi, most of children responded Đồ Rê Mí as the only TV game show they like watching most with the agreed rate is 83% HCMCHCMCTOTALTOTAL HANOIHANOI % “Đồ Rê Mí” – VTV 3 “Siêu quậy tí hon” – HTV 7 17 30 46 53 23 5 24 69 5 83 93 20 “Những người bạn nhỏ” – HTV 7 “Chung sức” – HTV 7 “Sieu thi may mắn” – HTV 9 38 11 12 14 41 46 53 55 17 17 19 60 62 69 2 2 6 2 12 20 y “Ai thông minh hơn học sinh lớp 5?” - HTV 2 “Chuyện không của riêng ai” – HTV7 “Nào ta cùng hát” – HTV7 21 1 3 10 29 32 41 27 5 14 42 43 60 7 2 10 2 “Hãy là bé ngoan” – HTV 9 Ai là triệu phú N=194 N=113 N=81 1 1 1 20 27 2 2 2 5 Viettrack Market Research - April 2010 Q: Which are children’s favorite TV game shows? Q: Amongst, which is the most favorite game show? The most favorite Favorite Based on children who choose code 3_E6a
  • 61. 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 HCMCHCMCTOTALTOTAL HANOIHANOI cable channels which children like watching 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 HCMCHCMCTOTALTOTAL HANOIHANOI % Disney Channel Cartoon Network 18 32 62 83 23 33 74 85 7 31 40 81 Bibi-Hoat hinh (VCTV8) HTV3 kenh thieu nhi Sao TV (SCTV3) 61 4 4 17 18 6 47 21 67 6 8 17 6 36 32 49 16 41 0 68 Yeah1 TV (SCTV4) Disney-Hd Animax Star Movies 16 1 1 3 4 16 21 17 22 1 1 4 6 24 22 16 4 2 19 18Star Movies HBO VTC 11 N 318 N=182 N=136 1 1 17 28 1 1 1 16 27 1 3 18 29 3 Viettrack Market Research - April 2010 Q: Which are children’s favorite channels on cable TV? Q: Amongst, which is the most favorite channel? The most favorite Favorite Based on children who choose code 5_E1a N=318 N=182 N=136
  • 62. 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 HCMCHCMCTOTALTOTAL HANOIHANOI 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,… HCMCHCMCTOTALTOTAL HANOIHANOI % HBO 19 29 83 21 30 89 15 27 72 HTVC gia dinh SCTV9 Star movie 64 10 14 9 41 47 71 8 21 54 49 0 50 15 15 43 Cinemax VTC1 6 6 30 63 2 5 27 66 12 7 37 56 Khác 16 10 13 13 24 4 N=318 N=182 N=136 Viettrack Market Research - April 2010 Q: Which are mothers’ favorite channels on cable TV ? Q: Amongst, which is the most favorite channel? The most favorite Favorite Based on children & mothers who choose code 5_E1a
  • 63. 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 in HCMC “listen music” and “watch film” are chosen by the majority of children with the rate for TP.HCMTP.HCMTOTALTOTAL HANOIHANOI Furthermore, in HCMC listen music and watch film are chosen by the majority of children with the rate for 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. % Play online games Listen music 47 96 53 94 35 100 Watch films Chat 21 25 27 32 9 12 Chat For learn and study Read news 17 18 21 20 14 27 12 27 9 N 156 N 88 N=68 Read news Log in blog/ facebook 7 17 11 20 12 Q. What are children purposes as surfing internet? Viettrack Market Research - April 2010Based on children who choose code 6_E1a N=156 N=88 N=68
  • 64. Time surfing on the Internet daily The suitable time for surfing on the internet in HCMC and Hanoi is quite distinction. For children in TP.HCMTP.HCMTOTALTOTAL HANOIHANOITP.HCMTP.HCMTOTALTOTAL HANOIHANOI 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. % 9:00 – 12:00 AM 11 13 9 12:01 – 16:00 PM 16:01-18:00 PM 28 10 18 14 47 3 18:01-20:00 PM 44 47 38 20:01 – 24:00 PM 32 30 35 N=156 N=88 N=68 Q. What time do children surf Internet in a day? Viettrack Market Research - April 2010Based on children who choose code 6_E1a
  • 65. Children’s favorite website addresses According to those those who use Internet for playing online games, “www.gamesonline.com” is the HCMCHCMCTOTALTOTAL HANOIHANOI popular address (with 45% agreed) HCMCHCMCTOTALTOTAL HANOIHANOI % www.gamesonline.com www.trochoivui.com 16 45 50 73 12 47 52 74 24 41 47 71 www.gamevui.com www.play.zing.vn www.mp3.zing.vn 43 6 7 11 50 38 29 46 8 6 11 52 35 30 38 3 9 12 47 44 27 www.Kenh14.vn www.nhaccuatui.com www.nhacso.net 10 2 3 3 29 13 21 9 2 3 2 30 14 23 12 3 6 27 12 18 www.nghennhac.info Khác N=156 N=88 N=68 5 2 14 5 8 2 14 7 2 15 2 Viettrack Market Research - April 2010 Q: What are children’s favorite Website addresses? Q: Amongst, what is the most favorite Website address? The most favorite Favorite Based on children who choose code 6_E1a
  • 66. Children’s favorite online games “Nha hang vui ve” & “Dot Kich” are two favorite game online of Saigonese kids while Hanoians prefer HCMCHCMCTOTALTOTAL HANOIHANOI Pikachu & Boom HCMCHCMCTOTALTOTAL HANOIHANOI Nha hang vui ve (Game zing) 16 18 39 15 23 40 18 9 35 Dotkich Audition Pikachu 27 16 16 34 29 23 13 21 42 29 35 21 6 21 29 Boom Dua xe lien luc dia 27 10 13 19 33 23 13 8 23 29 35 6 21 12 41 Others N=388 N=188 N=200 11 9 7 9 19 8 Viettrack Market Research - April 2010 % Q: What are children’s favorite online games? Q: Amongst, what is the most favorite online game? The most favorite Favorite Based on children who choose code 4_E9
  • 67. KIDS’ BEHAVIOR Study behavior Shopping behavior Eating behaviorEating behavior Entertainment behavior Summer entertainment behavior Preferred promotion forms Media channels Id lIdols Viettrack complies ISO 20252:2006, the international quality standard in market research
  • 68. Children’s favorite characters “Tom & Jerry” are the 2 most favorite characters with 39% children agree, the second is “Doremon” HCMCHCMCTOTALTOTAL HANOIHANOI approved by 15% children and the next ones are “Harry Potter” (with 9%), “Spiderman” (8%) and Ben 10 (6%) HCMCHCMCTOTALTOTAL HANOIHANOI Tom & Jerry Doremon 15 39 58 85 13 39 50 83 18 38 71 87 Doremon Harry Porter Spiderman Ben 10 25 6 8 9 58 27 20 7 7 9 50 24 32 4 9 9 71 32 Ben 10 Mickey mouse Pikachu H ll kitt t 3 3 4 20 59 30 1 3 5 23 57 18 5 4 2 16 61 47 Hello kitty cat Others Don't know N 200 N 200 1 20 12 10 1 2 12 14 9 2 2 32 11 12 2 Viettrack Market Research - April 2010 % Q: What are children’s favorite characters? Q: What is the character children like most ? The most favorite Favorite N=400 N=200 N=200
  • 69. 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% HCMCHCMCTOTALTOTAL HANOIHANOI singer with the rate is 15% HCMCHCMCTOTALTOTAL HANOIHANOI Hoai Linh Xuan Mai 15 23 47 30 9 31 59 17 23 10 29 50 Dinh Toan Tang Thanh Ha Bao Thy Dan Truong 22 6 6 6 6 21 22 30 12 4 1 3 10 8 37 17 38 8 14 12 40 50 Dan Truong Minh Hang Dai Nha Hieu Hien 18 4 4 5 13 23 19 29 3 7 3 15 20 14 2 5 0 7 11 28 27 N=400 N=200 N=200 Others Dom't know 18 7 18 8 13 22 7 23 8 15 12 9 12 10 11 N=400 N 200 N 200 Viettrack Market Research - April 2010 % Q: What are children’s favorite singers, actors and actresses? Q: What is the character children like most ? The most favorite Favorite
  • 70. Month Market Research The next Viettrack will come in on 15th May 2010 Your feedback and enquiry on Viettrack is highly appreciated. Contact: Le Lan Phuong, CRM Department Tel: +84 8 3514 2584 E il h l @ftEmail: phuongle@fta.com.vn www.ftaresearch.com 71