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Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
Vibes Vn News Report May 25
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Vibes Vn News Report May 25

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VN Audience insight

VN Audience insight

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  • 1.  
  • 2. Vietnam News Survey May 2009
  • 3. Research Methodology
    • n=534
    • Gender: Male/ female
    • Age: 15+ y.o
    • Vietnam
    Online survey (20-mins duration) using Y! VIBES METHODOLOGY COVERAGE SAMPLE DEFINITION
    • 27 th March – 10 th April’ 2009
    FIELDWORK PERIOD
  • 4. Highlights News Sources News Consumption News Content Website Offerings/ Features
    • Reading news a daily habit
      • Most read news once a day (41%)
      • Most spend about upto 30min on news content daily (38%)
    Vietnam
    • Internet the most popular medium (94%)
      • Significant time spent on Internet (63%)
      • Television most trustworthy (58%) followed by International sites (35%) and Online newspapers (35%)
      • Internet performs well on convenience (~89%) but low on accuracy (39%)
    • Varied preferences but soft news generate more interest
      • Local news (55%) more popular than International (~23%)
      • Career (48%), Technology (43%) and Entertainment/ Lifestyle most sought after
    • Preference driven by relevant content and convenience
      • VNexpress (26%) and Tuoitre (21%) visited most often
      • Relevant content (61%) and ease of use (65%) essential
      • Need for frequent updates and searchable archives
  • 5. 4. Website Offerings/ Features 3. News Content 2. News Sources 1. News Consumption
  • 6. News readership a daily habit for most FREQUENCY (%) Base: All Respondents 15+ y.o Q. How often do you read/listen/watch news in an average week? (SA) About once a week 3-4 times a week Several times a day Once a day
  • 7. Most readers spend 30min or less on News content DURATION (%) Base: All 15+ y.o who read news at least once a week Q. In a typical day, how much time do you spend on news content in total across all sources? (SA) More than an hour daily About an hour daily About 45 minutes daily About 30 minutes daily Less than 15 minutes daily
  • 8. 4. Website Offerings/ Features 3. News Content 2. News Sources 1. News Consumption
  • 9. Reconfirming earlier findings, Internet a preferred source for news content (Net Index - Top online activity); preference driven by significant time spent SOURCES (Past week usage) (%) Base: All 15+ y.o who read news at least once a week Q. Which of the following media did you read/watch/listen news from in the past week? (MA) SHARE OF TIME SPENT (%) Base: All 15+ y.o who read news at least once a week Q. Please distribute 100 points across the media sources according to how much time you spent reading/watching/listening news on them. (MA) Internet (any) Online newspapers Internet portals Online forums/community sites General Blogs International online news sites Professional Blogs Television Newspapers (Physical copy) Magazines (Physical copy) Radio
  • 10. TRUSTWORTHINESS (Top 3 box %) Traditional mediums, especially Television considered relatively trustworthy than Internet 1- Do not believe at all 10- Trust the news completely Base: All 15+ y.o who read news at least once a week Q. To what extent do you believe/trust the news content on the following sources? (MA) International online news sites Online newspapers Internet portals Internet (any) General Blogs Professional Blogs Online forums/community sites Television Radio Newspapers (Physical copy) Magazines (Physical copy)
  • 11. Television Radio Internet Magazines Newspapers Internet scores high on convenience (access and fresh content) but Television performs better on accuracy and Newspapers on depth of coverage ASSOCIATION (%) Base: All 15+ y.o who read news at least once a week Q. Thinking about news which you read/watch/listen regularly, which media sources would you associate with each of the following statements?(MA) Is a convenient and easy way to get news Is the first place I think of when I need to find out about breaking news Is the media source where I usually tell my friends or family where I read/watch/heard the news Has great variety as it covers most topics Provides news when I want Allows flexibility to do other things while getting news Allows most up to date news Has the most accurate information Has the most in-depth analysis Has content not available anywhere else Provides live coverage/breaking news
  • 12. MODES FOR NEWS CONTENT (%) Email newsletters/ alerts most common Base: All 15+ y.o who read news at least once a week Q17. Which of the following modes have you used to get news information? (MA ) Email newsletters Email alerts RSS news feeds Text/SMS alerts for cell phone Personalized home page with news/information feeds None of the above
  • 13. 4. Website Offerings/ Features 3. News Content 2. News Sources 1. News Consumption
  • 14. Local/ national news preferred over International COVERAGE (Top 3 box %) 1- Not interested at all 10- Very interested Base: All 15+ y.o who read news at least once a week Q. Which is the primary focus of the news content you read/watch/listen? (MA) Local/National news Other regional news (e.g. news from other Asia-Pacific countries such as China, Japan, Hong Kong, Korea and India) U.S. news Other international news (e.g. Europe, Middle East)
  • 15. 1- Not interested at all 10- Very interested Career, Technology and Entertainment/ Lifestyle top the list; Political news and Celebrity gossip less important NEWS CONTENT (Top 3 box %) Base: All 15+ y.o who read news at least once a week Q. What types of news content are you most interested in reading/watching/listening to? (MA) Career & Jobs Technology Local/National events/fairs Music and Movies Health & Fitness Science and Medicine Food Sports Environment Business/ Finance Politics/Government Weather Fashion Art Religion and Spirituality Celebrity gossip Blog news
  • 16. 4. Website Offerings/ Features 3. News Content 2. News Sources 1. News Consumption
  • 17. VNexpress, Tuoitre, Dantri and 24h are the popular sites LOCAL NEWS SITES (Visited most often %) Base: All 15+ y.o who read news at least once a week Q. Which site do you visit most often? (SA) LOCAL NEWS SITES (Favorite %) Base: All 15+ y.o who read news at least once a week Q. Which is your favorite site? (SA) VNexpress Tuoitre Dantri 24h.com Ngoisao Thanhnien Vietnamnet Tintuconline VNexpress Tuoitre Dantri 24h.com Ngoisao Thanhnien Vietnamnet Tintuconline
  • 18. 1- Strongly disagree 10- Strongly agree Relevant content and ease of use essential; special interest topics, community news and forums drive further engagement POPULAR WEBSITE OFFERINGS (Top 3 box %) Base: All 15+ y.o who read news at least once a week Q. Thinking about your favorite site for news, please indicate to what extent you agree with the statements below? (MA) Easy to use Provides useful information This is how I get the news every day Provides information I can trust Caters to news for people like me Content is exciting Get me interested in things I didn’t know about before Makes me feel more connected to community or neighbors Covers issues or topics of special importance to me Makes me feel comfortable contributing to the conversation Stimulates my thinking about lots of different topics I want to tell someone else about site Often gives me things to talk about with my family or friends Makes me curious
  • 19. 1- This feature is very important to users like myself 2- Should have this feature because if too many of such features are missing, I may not use the news site 3- This feature would be nice, but it is not that important 4- This feature is not necessary and will not make any real difference to me Frequent updates and searchable archives key features; commenting/ sharing and entertainment listings “nice to have” POPULAR FEATURES (Top 2 box %) Base: All 15+ y.o who read news at least once a week Q. Which of the following offerings or features would you like on your ideal news website? (MA) Has news updated throughout the day Has searchable archives Able to access the news site on my mobile phone Allows me to email the news stories to my friends easily Allows instant message news stories to friends easily Has bulletin boards/forums Has RSS news feeds Allows me to rate the news stories Allows personal comments on news stories Has entertainment listings
  • 20. Opportunities
    • Categorize by popular content – Career, Technology, Entertainment and Lifestyle with special interest topics
    • Opportunity to push relevant/ updated content through e-mail alerts and newsletters
    • Frequent updates, searchable archives and ability to share news would provide greater functionality
    • Bulletin boards/ Forums for commenting/ sharing and entertainment listings would be engagement drivers
    1 2 3 4
  • 21. Thank you!

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