Khảo sát hành vi của Teen Việt Nam tháng 12/2012

1,858 views

Published on

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
1,858
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
83
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Khảo sát hành vi của Teen Việt Nam tháng 12/2012

  1. 1. Marketing Research Association, USAThe first agency in Vietnam certified 20252 by British Standards Institute
  2. 2. Market research top-line January 2012 HCMC HA NOI DA NANG Topic : Behaviors and life-style of teenagers’
  3. 3. Introducing Viettrack is the news of FTA Research & Consultant, It is conducted base on a monthly research. It aims at delivering comments, evaluations and perceptions of respondents about present time’s economic situation as well as promotion campaigns or products to producers and marketers. It is expected to help them to have a deep understanding, thus offering better services to satisfy the unmet demand of consumers. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR code of conduct. Viettrack – January 2012 :  Sample size: n = 300  HCMC = Hanoi = Danang = n = 100  Gender : Male, Female  Economic class : ABCD  Age : 10 – 19
  4. 4. ?TEEN
  5. 5. CONTENTS Habits and life-style Entertainment Behaviors Expenditure and shopping Communicative habits
  6. 6. CONTENTS Habits and life-style Entertainment behavior Expenditure and shopping Communicative habits
  7. 7. Schedule on working days * 06:00: getting up, doing personal stuff * 06:30: having breakfast * 07:00 – 11:00: going to school * 11:30 – 12:00: having lunch * 12:15: having lunch * 13:00: taking nap, watching TV, surfing internet * 14:00: learning at foreign language center, taking extra-class at school * 17:00:hanging out with friends, going park, doing exercises * 18:00: taking extra-class * 18:00 – 18:30: having dinner * 18:21 – 19:00: watching TV * 19:00 – 20:00: studying * 20:01 – 20:30: surfing internet, playing games * 20:31: going to bed
  8. 8. Schedule on weekends Surfing Personal internet, Having lunch stuff Having breakfast playing games 6:00 – 6:20 6:21 – 6:45 6:46 – 10:00 10:01 –10:30 10:31 –11:20 11:21 –11:45 Hanging out with family / Watching TV friends Hanging out Taking with friends at Having lunch milk-tea shop Watching TV nap 12:00 12:30 15:00 – 16:00 17:00 – 18:00 Going to cinema, Surfing internet, going around with listening to Having dinner friends music at home 18:00 – 18:30 18:30 – 19:00 19:00 – 21:00 21:00 - 22:00 22:00 – 23:00 23:00 Watching TV, Studying Going listening to to bed music at home
  9. 9. Fashion style Fashion-style is one of the way for teenagers to express themselves. Thus, most of them like dressing very trendy with their own style. Besides, it is very important to express themselves by the way they choose and mix clothes. It’s almost alike to teenagers in 3 big cities in Vietnam. TOTAL HCMC HA NOI DA NANG Expressing the personality through % the way of dressing Dressing both trendy and personality Trendy style Dressing as the music idol or actor/actress Differentiation style Just choosing premium & famous fashion brand N = 300 N = 100 N = 100 N = 100
  10. 10. Personal style and favorite colorAt the current, Vietnamese teenagers are considered very active and up-to-date on music, fashion,technology trend… It is shown on their clothes: simple, neat, teen and cute in 3 main colors : white, black,red.Korean style also affects on the ways that teenagers choose fashion style White 62 % TOTAL Black 50 Red 34 Simple dressed 64 Pink 23 Neatly dressed 41 Yellow 21 Youthful style 36 Green 19 Cute style 28 Blue 17 Korean style 23 Grey 16 Personality style 18 Orange 12 Vietnamese style 16 Differentiation style 15 Dard blue 10 Mordern style 13 Brown 9 Dynamic style 9 Violet 8 Formal style 4 Elegant style 4 Male Female N= 150 150 Hiphop style 3 60 % White 65 Traditional style 1 Black 65 36 European style 1 Red 31 36 Pink 9 38 Chinese style 1 Yellow 17 24 Green 15 23 N = 300
  11. 11. Favorite music Vietnamese pop music is growing quickly and taking over most of teenagers in 3 big cities, and they choose it as their music trend. While HCMC teenagers like European-US music, HN & DN teenagers prefer to Asian music. The way they listen and accept those kinds of music reflects their life-style in each city. Total HCMC HN DN MUSIC N = 300 N = 100 N = 100 N=100 Vietnamese song 84 76 89 87 Asean song 39 30 40 46 Europen - US song 27 39 23 20 Kid song 12 15 9 12 Instrumental song 3 _ 7 1 Traditional song 2 _ 6 _
  12. 12. Favorite TVC & Reason of liking TOTAL Top favorite TVC * Funny Coca-cola * Cute cowsVinamilk – milking cow image * Original and new advertising * Stimulate customers to try/buy their products Pepsi * Nice song C2 Tea * Set off their brand names Comfort Fabric Softener * Cute characters * Funny Gấu Đỏ Instant noodle * Attractive images Oreo Cookie * Warming – loving images * Funny actors/actress Omo washing powder * Cute actors/actress Nescafe – Viet coffee * Beautiful images Ngon Khoe nutri fruit milk * Nice song * Gathering – warming feelings Fami soy bean milk * Funny * With famous idol singer Vinacafe * Attractive images N = 300 * Impressive slogan * Lively images Spontaneous recall * Joyful feelings The most favorite TVC * Attractive shape of bottle * Express teenagers’ strength and style The favorite TVC
  13. 13. Idols and most-loved cartoonMost-loved cartoon characters is of Japanese and Walt Disney.Image of Musical Princess and young Korean bands are teenagers’ idols. Cartoon characters Idols
  14. 14. CONTENTS Habits and life-style Entertainment behaviors Expenditure and shopping Communicative habits
  15. 15. Favorite entertainment activitiesAt home: The favorite entertainment activities mainly focus on high-tech products aswatching TV, listening to music and surfing internet.Out of home : teenagers love to hanging out with friends or eating out or gathering drinkingmilk-tea. TOTAL HCMC HA NOI DA NANG Watching TV Listening to music AT HOME Online Chatting with family member at home Reading book Reading newspaper/magazine Exercise Handing out with friend Eating outOUT OF HOME Going to coffee/milk tea shop Park walking Supermaket Going to the cinema Going to music show Shoping center N = 300 N = 100 N = 100 N = 100
  16. 16. The differentiation in choosing entertainmentactivities accordingIn each period time of growing, teenagers tend to choose different kinds of entertainment activities. In the ageof 16-19, they prefer listening music than watching TV. They like talking to family members and readingnewspaper more than the age of 10-15.For outside entertainment, teenagers of the age 16-19 love going to cinema, shopping or having coffee or milk-tea more than the age of 10-15. 10 - 15 16 - 19 TOTAL Male Female Yrs old Yrs old N = 300 N=150 N=150 N=150 N=150 HOME ENTERTAIN Watching TV 98 99 96 98 97 Listening to music 93 93 94 90 97 Online 84 84 84 73 95 Chatting with family member at home 69 66 73 69 69 Reading book 63 63 63 69 57 Reading newspaper/Magazine 50 46 55 46 55 Exercise 44 54 35 45 43 OUTSIDE ENTERTAIN Hand out with friend 92 91 92 85 98 Eating out 87 87 87 85 88 Going coffee/milk tea shop 79 74 85 69 89 Park walking 57 57 57 65 49 Supermarket 54 44 64 57 51 Going to the cinema 47 43 51 28 66 Shopping center 19 13 25 17 20
  17. 17. Whom teenagers often go with? Teenagers love to do with friends for such the popular entertainment activities as going to cinema/ theatre, eating out etc… While they tend to go with their families for travelling or shopping which require much expenditure Going to Going to FAMILY theatre cinema or stage Shopping at super market Going to FRIEND coffee/ milk-tea Going aroundShopping atdepartment shop store Visiting Eating Going friends or Travelling out to park relatives (TOTAL) Friends Family Sisters/ Brothers Alone N = 260 Going to coffee/ tea shop 88 5 18 1 N = 212 Going around 76 9 16 9 N = 187 Going to cinema 73 13 14 1 N = 279 Eating out 71 22 31 5 N = 220 Park walking 69 16 22 5 N = 286 Visiting relatives/ friends 57 15 27 13 N = 113 Going to Music show 54 20 27 0 N = 216 Shopping at Super Market 21 54 39 5 N = 134 Travelling 19 63 31 2 N = 123 Shopping at department store 16 57 33 0
  18. 18. Favorite Food outlet Eating on road-side is one of the most favorite food outlet that teenagers’ prefer across 3 big cities. Especially, teenagers in HCMC prefer the fast food more than others cities. KFC is one of the first choice in fast food restaurant because of wide distribution in key cities. TOTAL HCMC HA NOI DA NANG Road-side food shop Indoor foodshop School Canteen Fast-food store Restaurant N = 279 N = 82 N = 100 N = 97 Fast-food restaurant N = 134 N = 53 N = 56 N = 25
  19. 19. Time for studying Due to the rushing and bustling of urban life, especially in HCMC, there are many families are busy with their own business. Hence, most of them can not have enough time for taking care their children, to pick-up their children after school. Thus, the rate of pupils who study full day in school is quite high in HCMC. This rate is higher than Hanoi and Danang. TOTAL HCMC HA NOI DA NANG 75 89 96 95 Half a day 25 11 4 5 Full day N = 300 N = 100 N = 100 N = 100
  20. 20. Holidays behavior HCMC teenagers take summer holidays nearly 2 months, while HN teenagers only take summer holidays around 1.5 month. The remain time of the holiday, they may attend extra-class. In particular, DN teenagers take summer holidays nearly 2.5 months. TOTAL HCMC HA NOI DA NANG MEANS Total months of rest on a holiday season 1.94 1.99 1.55 2.28 3 months 2,5 months 2 months Summer time 1,5 month 1 month Under 1 month N = 300 N = 100 N = 100 N = 100
  21. 21. Favorite activities in summer holidays Most of teenagers are often handing out with friends, taking trips, attending foreign languages class or studying elective class during the summer time. There is no significant difference between these cities or gender or age group. 10 - 15 16 - 19 TOTAL HCMC HN DN Male Female HOLIDAYS ACTIVITIES Yrs old Yrs old N=300 N=100 N=100 N=100 N=100 N=100 N=150 N=150 Handing out with friends 72 64 76 75 68 75 67 77 Studying foreign languages 56 59 58 50 57 55 57 55 Going to coffee/milk tea shop 49 41 54 53 45 53 38 61 Studying elective subject 46 37 49 52 51 41 54 38 Travelling 38 30 66 17 37 38 34 41 Singing karaokeo 31 20 27 45 28 33 19 42 Hometown visit 23 19 25 25 21 25 23 23 Review studying in school 15 10 35 1 21 9 20 11 Studying computer 14 17 20 6 13 15 14 15 Studying social course 13 6 21 12 16 10 17 9 Joining social activities 13 24 8 8 11 15 14 13 Sport 10 10 13 6 13 7 11 8 Joining aptitude course 3 2 4 4 3 4 5 1
  22. 22. CONTENTS Habits and life-style Entertainment behaviors Expenditure and shopping Communicative habits
  23. 23. Monthly Expenditures Teenagers often spend average 930,000 per month. Teenagers in HCMC spends more than Hanoi & Danang. The age group 16-19 spend more than the younger group (10-15). The expenditure mainly focus on studying, eating & entertainment. There is no significant difference across 3 key cites & gender. TOTAL HCMC HA NOI DA NANG Total Expenditure (VND)/ 939,683 1,135,500 956,350 727,200 month (Means score) Studying Entertainment Eating Shopping N = 300 N = 100 N = 100 N = 100 Other Rate: % MALE FEMALE 10-15 16-19 t16 – 19 Total Expenditure (VND)/ month Yrs Old 933,033 946,333 713,033 1,166,333 (Means score) Studying Entertainment Eating Shopping N = 150 N = 150 N = 150 N = 150 Other Rate: %
  24. 24. The role in decision making & purchasing Most of expenditures spend for eating & entertainment, they are the key decision maker & purchasers. Regarding the technology products and studying course, teenagers tend to ask advices from others. This finding helps marketers define target customers and influencers, so that having a right communication channel TOTALI am decision maker for both choosing and 14 18 19purchasing goods/services 26 25 28I will purchase whatever products/services I like 18 17 61 28 28 14 35I consider some others ideas but I am still the 30final decision maker 34 12 20My family members will buy the products/services 7 24 13according to my choice 17 3 31 16 13 6I am not the decision maker of choosing and 5 2purchasing any goods/services 11 7 31 13 18 21 5 11 11Dont know 21 5 Based on total respondents N = 300
  25. 25. Aware & influence sources in decision making As the above mention, teenagers are often watching TV. Hence, they mainly get awareness on the new products/ information from TV/ TVC. In addition, WOM from friends is also an important source. TOTAL HCMC HA NOI DA NANG TVC Recommendation from friends POSM Seller/ PGRecommendation from relatives Sample Internet Banner/Flyer Print Ad Outdoor advertising Bus/ Bus station Supermarket Frame/LCD Frame/ LCD at cinema Frame/ LCD at building Exhibition N = 300 N = 100 N = 100 N = 100 Influence Aware Based on total respondents
  26. 26. CONTENTS Habits and life-style Entertainment behaviors Expenditure and shopping Communicative habits
  27. 27. Channel TV Yeah 1 TV channel is the most popular channel for HCMC teenagers, this rate is quite less rating in HN & DN, because it’s not a national channel. HN and DN teenagers usually watch VTV3, it dominates over HCMC. TOTAL HCMC HA NOI DA NANG HBO VTV3 Star Movie Yeah 1 Yan TV VTV1 Cinemax Disney Channel HTV3 HTV7 Cartoon Network N = 300 N = 100 N = 100 N = 100
  28. 28. TV programs Most of teenagers like entertainment channels such as films, music, cartoon… In particular, HN & DN prefer to watch game show, but it’s low rate in HCMC. It seems HCMC is one of areas that there are multiple outside entertainment places. Hence, they spend less time for watching TV. TOTAL HCMC HA NOI DA NANG Films Music Cartoon Game show News TVC Play Reality ShowProgram about natural world Talk show SportTelevision magazine program Document film N = 300 N = 100 N = 100 N = 100
  29. 29. Newspaper/ magazines most often reading Hoa Hoc Tro is the top magazine across 3 cities. In particular, teenagers in HCMC prefer to read Muc Tim because it’s published from HCM. While, teenagers in Hanoi read 2! Hoa hoc tro more than HCMC & Da Nang TOTAL HCMC HA NOI DA NANG Hoa Hoc Tro Tuoi tre cuoi 2! Hoa hoc tro Muc tim Tuoi tre Tiep thi gia dinh Thanh nien Hoa hoc tro Thoi trang tre The thao van hoa N = 203 N = 63 N = 97 N = 43 Based on all respondents
  30. 30. Favorite books Japanese comic books is rated as the top reading books across 3 cities. At the current, more & more teenagers like to read Vietnamese comic books. This is a good signal for Vietnamese comic books. TOTAL HCMC HA NOI DA NANG Funny story Japanese comic book Vietnamese comic book Reference book Short story Fairy tale Science book Literary novel Swashbuckler Historical novel N = 234 N = 77 N = 100 N = 57 Based on all respondents
  31. 31. Purpose of using internet Most of teenagers surf internet mainly for entertainment. Listening to music, playing online games and chatting/making friends get the highest rate. In particular, HN teenagers surf internet for the main reasons that are reading news and getting more information. They tend to get information more than entertainment. TOTAL HCMC HA NOI DA NANG Listening to music Playing gameConnecting with friends by social networks Reading/ update news Studying Online shopping N = 261 N = 86 N = 98 N = 77
  32. 32. Websites Correlation in the purpose of using the internet of teenagers, the popular websites are also a group of searching, music or making friends on social network. Top 5 of the most popular websites such as Google, Yahoo, Zing, Youtube & Facebook are not significant difference in rating across 3 cities TOTAL HCMC HA NOI DA NANG Google.com.vnYahoo.com/ Yahoo.com.vn Zing.vn Youtube.com Facebook.com Nhaccuatui.com Kenh14.vn Vnexpress.net 24h.com.vn Dantri.com.vn Trochoiviet.com Nhac.vui.vn Ngoisao.net N = 261 N = 86 N = 98 N = 77 Based on all respondents
  33. 33. SUMMARY
  34. 34. HCMC Teenager portraitStudyingWe take summer holidays in Stylenearly 2 months, other rest time I like dressing very trendy withwe use it for reviewing of my own style which can expressstudying and joining aptitude my personality with 3 favoritecourse colors are red, white and black.Expenditure habitsThe average amount of Entertainmentteenagers monthly expenditure My main activities are studyingis around 1,000,000 – 1,100,000 and entertainment. For relaxing,VND (based on ABCD class). I like watching TV, Eating out,Almost our expenditures are going for coffee/milk tea. I likedecided ourselves except Fast-food and used to enjoy sochoosing learning course or many famous brands of fast-buying high value product as food.high-tech product. Music and idol I like Vietnamese song andCommunication European-US song. WhenI like watching TVC, especially watching TV, I like musicfunny TVC or TVC with nice channel, especially Yeah 1 andmusic. I tend to purchase Yan TV Channelsomething as the impaction ofTVC and friends suggestions. Online – Reading habits I am online for listening to music and playing game I like Muc Tim and Hoa Hoc Tro newspaper
  35. 35. HN Teenager portraitStudying StyleWe just take summer holidays in I like dressing very trendy withnearly 1.5 months, other rest my own style which can expresstime we use it for review my personality with 3 favoritestudying and joining aptitude colors are red, white and black.courseExpenditure habits EntertainmentThe average amount of My main activities are studyingteenagers monthly expenditure and entertainment. For relaxing,is around 950,000 VND. Almost I like watching TV, Eating out,our expenditures are decided going for coffee/milk tea.ourselves except choosing I like watching film on HBOlearning course or high value channel and also like gameproduct as high-tech product. show very much.Communication Music and idolI like watching TVC, especially I like Vietnamese song andfunny TVC or TVC with nice Asian song, especially I lovemusic. I tend to purchase Korean music bandsomething as the impaction ofTVC and friends suggestions. Online – Reading habits I am online for reading news and listening to music I like Hoa Hoc Tro Newspaper
  36. 36. DN Teenager portraitStudying StyleWe take summer holidays in I like dressing very trendy withnearly 2.5 months, longer than my own style which can expressboth HN and HCM my personality with 3 favorite colors are red, white and black.Expenditure habitsThe average amount of Entertainmentteenagers monthly expenditure My main activities are studyingis around 730,000 VND. Almost and entertainment. For relaxing,our expenditures are decided I like eating out. I am not usingourselves except choosing high Fast-food much, but the mostvalue product as high-tech using is KFCproduct. I like watching film on HBO channel and also like game show very much.CommunicationI like watching TVC, especiallyfunny TVC or TVC with nicemusic. I tend to purchase Music and Idolsomething as the impaction of I like Vietnamese song andTVC and friends suggestions. Online – Reading habits Asian song, especially I love I am online for the main Korean music band purpose of reading newspaper and listening to music I like Hoa Hoc Tro and Muc Tim Newspaper
  37. 37. SUMMARYTeen is in the age which have many changes in physiological because it is in the interspace ofKids and young adults. In this period of life, teenager begin to have the difference views of lifeand everything happen around them. Thus this changes impact on their mind of perceiving theinformation, life activities, entertainments and behaviors as well. This research provides us anoverview of a teenager portrait:Life activities: ‒ Most of teenager’s activities related to Studying and Entertainment. These two activities occupy the highest concentration of teenagers. The sphere of teenager’s social connection seems just limit in School and Family. These connection sphere can be group into two channel: Normal society and online society, which is chosen as most favorite entertain channel. From this view, marketers can take advantages of using digital tools for their marketing campaign.Teenager traits: ‒ They are the objectives of innovative behavior with early acceptance of change and adoption of innovation, especially in accepting the trendy of music, fashion, sport and cuisine. ‒ They have the need for uniqueness with the tendency to present their personalities through showing off their differentiation and style in their appearance and their aptitude.  Help marketers to develop their products be more appropriate with teenager desires.
  38. 38. SUMMARYExpenditure ‒ Because of still depending on their parents in financial aspect, thus teenagers tend to choose the product which is appropriate with their style and financial abilities, they will choose the products with reasonable price instead of a premium branded products. And the expenditure mainly focus on studying, and eating rather than shopping. Producing the premium product for teenagers is really a challenge for the producer because of their habits in choosing brand or product. This result shows that teenagers care much on eating out that it could be explained many franchises on fast food & beverage are successful is this segment.Entertainment ‒ Teenagers prefer meeting friends and relaxing by using high-tech machine and online.  Teenagers is one of attractive target in technology and innovation products. In addition, the tendency of using internet is growing fast in recently, thus it is a remarkable points for marketer to consider the digital marketing activities for teenagers.Communication  Teenagers seem are visualizers than verbalizers. Thus, the key message to teenagers should be fun, young & easy to understand.
  39. 39. We thank you & cordially invite you to join our & panel to get free monthly market research information & methodology updating Mail to: viettrack@fta.com.vn Call: 84 8 3514 2584, ext: 116 for Ms. Dang Thi Thu Thao– CRM Department Or visit: www.ftaresearch.com
  40. 40. Marketing Research Association, USAThe first agency in Vietnam certified 20252 by British Standards Institute

×