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Generation v – vietnamese youth trends

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This study was conducted in 2009 which may not reflex much the current market. However, there still have good insights to share

This study was conducted in 2009 which may not reflex much the current market. However, there still have good insights to share

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  • 1. Generation V Marketing Opportunities Among the Vietnamese Youth Darin Williams Managing Director, Vietnam The Nielsen Company 11 November, 2009
  • 2. Agenda • Setting the scene - Gen V by the numbers • The different faces of Gen V – Gen V by Life Stages – Gen V by Mind Set • Gen V – Who are they – A day in the life of a Gen V – Gen V and cyber space – Gen V as a spender – The Gen V psyche • Breaking the Gen V Code – Marketing Implications Gen V Study 2009 August 2, 2012 Page 2 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 3. Nielsen…global leader in market research North America • Latin America • Europe • Asia, Pacific India, Middle East and Africa • Greater China • • • • 110 countries $4.5B revenue 21,000 clients 38,000 employees Gen V Study 2009 August 2, 2012 Page 3 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 4. Our global clients include… Gen V Study 2009 August 2, 2012 Page 4 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 5. Research Design • Nielsen Vietnam Generation V study – – – – – • Nielsen Vietnam Omnibus – Urban (n=300) & Rural (n=450) each wave – All income levels – January 2009 Online Quantitative (Sep to Oct 2009) N=273 Males & Females 15 to 24 years old All Class • Internet Penetration Check • Macro Economic data – N=701 – HCMC and Ha Noi (Sep 2009) – 15 to 24 years old – Vietnam Govt. General Statistics Office • Nielsen Vietnam Mobile Insights – 15 Cities (Sept 2008) – ABCDE SECs – Males & Females – Users & Non-Users Gen V Study 2009 August 2, 2012 Page 5 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 6. Notes to Report 9X 8X Denotes significantly higher for the mentioned segment at 95% CL Uber Moderns Gen V Regulars Gen V Study 2009 August 2, 2012 Page 6 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 7. Gen V Who are they? Generation V Study Gen V Study 2009 August 2, 2012 Page 7 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 8. Gen V by the numbers • 15-24 year olds account for 20% of total population • 88% are internet users • 4 out of 5 urban Gen V use the internet more than once a day • Different in life stages and way of thinking Source: Vietnam Government Statistics Offices 2008, Nielsen Internet Penetration Check Sep 2009 Gen V Study 2009 August 2, 2012 Page 8 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 9. Gen V by Life Stage 8x vs. 9x 8X • 9% of population. • In transition from university to first job. • Would have more frequent internet access via office. • Looks for more mature internet content (news, business, etc.). • Higher level of consumer activity due to capability to earn own money. • More frequent out of home social activities. 9X • 11% of population. • Lives a relatively regular routine due to studies. • Limited spending but would still have more allocated for savings. • Socialization and leisure activities are mostly done in-home (chat, online updates, playing games, etc.) • Sees themselves as very active and stylish. Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 9 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 10. 3 Faces of Gen V Uber Moderns 9X 40% 8X 60% • Highest level of social and consumer activity. • Recognizes the need to be in touch and updated therefore has developed heighted senses for such information. • Already developed a good sense of individuality. They know what they want and how they want to be perceived. In-betweens 9X 28% 8X 72% The 3 Faces of Gen V exist across different life stages. This is a good indicator that the movement towards a modern way of thinking is not limited to the younger ones. Uber Moderns 25% 9X 32% Gen V Regulars 48% Inbetweens 27% • Daily routine is similar to Gen V regulars. • However, In-betweens display mind set similar to Uber Moderns – stylish, liberal, extrovert • Consumer activity has yet to reach Uber Modern but indicates potential in the future. 8X 68% Gen V Regulars • Habits are generally bound by school/ work activities. • Socialization are often limited to in-home. • Need for consumer goods are not clearly recognized yet. • Conformity and traditional values are still strong in this segment. Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 10 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 11. A day in the life of a Gen V Gen V Day generally starts at 6am 8X Internet start early at work 9X Start early due to study Gen V Regulars Late nights are becoming more common with the amount of activities available. In-Betweens Schedule bound by school/ work Uber Moderns Late sleeper, day starts a 8am Watches TV more frequently 8am-6pm Work/ Study 6pm-10pm socializatio n, internet, others 85+% Sleep between 12mn and 2am Internet continues at home with other chores like cooking Internet, socialization via chat/ SMS/ hanging out goes on until late night Socialization with friends start early right after school Least incidence of activities during 610pm May still take an afternoon nap Internet activity starts 6pm Socialization/ SMS peaks at 8pm Day ends early at 10pm Activities continue on until 12mn Hang out with friends early With family while chatting 6-8pm Primetime for various activities is 810pm and continuous to 12mn Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 11 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 12. Prime time for activities is from 6pm to 10pm 60 Any marketing activity happening within this period will be fighting over the Gen V’s attention. Surf the Internet SMS Watch TV 40 Listen to music Hang out with friends 20 Hang out with family Chat (on the Internet) Talk on the phone 0 6:00-8:00 8:00-10:00 10:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-24:00 Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 12 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 13. Leisure activities are mainly in-home for teens. As expected, Uber Moderns display the love for life through different leisure activities. 0% 20% 40% Watch TV 42 17 11 At least once a day 19 12 28 25 57 22 68 87 At least once a week 9X 9X Uber Moderns 8X Uber Moderns 8X Uber Moderns 34 26 Go to cinema 2 11 100% 7 53 Sports Go to coffee shop 80% 81 Play games (online/PC) Eat out 60% Gen V Regulars Uber Moderns Less than once a week Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 13 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 14. Gen Vs still keep family as the main influence despite spending more time with friends. Who go out with Who influence most 89 Friends Family 56 Classmates 43 Family Boyfriend/ Girlfriend Colleagues Close friends Uber Moderns 15 An int'l icon 3 A local icon 39 14 79 2 Uber Moderns Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 14 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 15. In terms of internet usage, Vietnam is definitely not far behind and has been growing significantly. Internet Access (% of population) 50 40 30 22 20 10 24 15 7 0 India Philippines China Vietnam Source: Nielsen Omnibus Aug 2008, Nielsen Vietnam Mobile Insights Mar 2009 Generation V Study Gen V Study 2009 August 2, 2012 Page 15 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 16. Among the young Vietnamese, internet is definitely part of their daily life Frequency of Accessing the Internet Where Internet is Accessed Less than 1x /day 10% 1x /day 10% 2-3x /day 30% 88 At home More than 3x /day 50% Internet shop 23 21 At school 13 Internet cafe 8X In the office 12 92% more than once a day 8X 9X Uber Moderns Access via office 84% more than once a day Highest average frequency (3x a day) Gen V Study 2009 Source: Nielsen Gen V study Oct 2009 August 2, 2012 Page 16 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 17. Top 10 websites 30% Information is sought out from a variety of sources. Top websites would normally have specific sections for topics of interest. 8X 19% 8X 24% 18% 9X 24% 15% 8X 23% 11% 8X 23% 11% Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 17 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 18. Websites distinct to segments Gen V Regulars In-betweens Uber Modern Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 18 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 19. In the USA, Social networking is driving mobile internet growth. Mobile Internet Audience Growth by Category July 2008 – July 2009, National Category / Site 187% All Mobile Sites 56.2M (100%) All Social Networking Mobile Social Networking audience up from 6.4M in Jul-08 to 18.3M in Jul-09 # of Unique Users and Reach 18.3M (32%) 57% 55% 51% 49% 49% 48% 47% Facebook MySpace 45% 42% 39% 38% 14.7M (26%) 7.1M (13%) Twitter 113% 4.1M (7%) 36% 35% 33% 32% 31% 30% 24% 19% Source: Nielsen Mobile Media View Internet, USA Real Estate Travel/Vacation Health/Fitness Music Automotive Sports Food/Dining Games City Guides/Maps Videos/Movies Weather Shopping/Auctions Business/Finance News Technology/Science Education/Employment Portals E-Mail Entertainment Banking/Online Trading News & Current Events Search Social Networking 9%
  • 20. Vietnam is not spared from the blogging and social networking bug. Self expression and keeping in touch are unmistakable necessities for Gen V. Social Networking Account Personal Blog Accounts 66 Yahoo 360 ZingMeYobanbe 38 10 YuMe 6 Cyworld 55 Facebook 28 Hi5 Blogging has been steadily increasing that Yahoo has release Yahoo 360 Plus specific to VN 14 Myspace 9 Twitter Blogspot 5 Multiply 9X 4 5 Ovi Wordpress Linked in 2 No personal blog 19 Gen V Regulars 8X No social networking account In-Betweens Relatively higher percentage of not having a blog or a social networking account. 1 23 Uber Moderns Higher incidence of using Facebook, Hi5, Blogspot, Wordpress, and ZingMe. Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 20 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 21. Music is the hottest topic on the internet. 9X 79 Music 60 World news Movie 58 Technology 8X 57 Fashion 54 Game 54 Education (scholarship, etc.) 53 Local news 50 8X Love and Sexuality 50 8X Food (restaurants....) 50 Celebrity news 46 Health 46 Business 32 Travel 31 Sports Uber Moderns are highest in Celebrity news Business, Fashion, Music, Love and Sexuality, Food 31 8X Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 21 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 22. Gen V shows a healthy spending appetite with almost half spent on non-necessities. However, these are still subjected mainly by price and brand. Spending Allocation Savings 13% Average spending per week 257,000 VND 8x spends twice than 9x Others 3% Spending Influence Food 37% Entertainme nt 8% Price Brand Books/Comi cs/Novels 8% 46% Spent on nonnecessitie s! Shoes 8% 73 68 Product Reviews Promotion Hi-Tech gadgets 9% 55 54 Word of Mouth Clothing 14% 38 Advertisement 8X 8X 35 • 9X and Gen V Regulars have higher allocation for saving • Uber Moderns have higher spend on clothing and has the highest average spending at 330K+ Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 22 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 23. Mobile phones are essential at the same time becoming a high-turnover item. Essential Mobile phone Owned Plan to buy (6 mos) 92 PC 50 Music player 22 27 LCD TV 46 65 14 Digital compact camera 37 44 33 USB drive 6 69 37 Laptop 43 93 13 7 22 10 27 34 Portable hard drive 5 12 Portable game console 3 6 9 Game console 1 4 7 Digital SLR camera 1 2 6 11 Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 23 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 24. Gen V’s current life stage and state of mind have significant impact on ownership and purchase plan. 8X Gen V Regulars Higher ownership of mobile phone, laptop, USB drive Relatively lower ownership level and lower propensity to purchase in the future In-Betweens 9X Uber Moderns High portable game plan to purchase Importance to life is higher for a variety of consumer goods. This leads to likelihood of purchase in the next 6 months. Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 24 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 25. Self evaluation is changing towards being liberal and active but still keeping simplicity intact. Self Association Simple 100 Trendy 8X Liberal 73 80 Traditional Active 60 62 40 28 16 20 Unconventional Uber Moderns 9X 71 56 28 Creative Uber Moderns Confident Uber Moderns 0 30 Popular 53 35 44 42 8X 42 44 Extrovert Personal Stylish 9X Uber Moderns Loner Introvert Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 25 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 26. Family is still number one! Statement Agreement 87 Family life is the most important thing for me 78 I am always proud of being myself 77 Involving in any causes to make a better world is vital to me 77 Uber Moderns Keeping good appearance in front of other people is necessary 69 I have enough knowledge about sexuality Anything I use has to show my characteristic/signature to others 68 I love to travel with my friends more than with my family Uber Moderns 67 63 You need to go to colleges or universities to have a good career 54 I always seek to have unique things I don't know where I will be in the next 5 years Uber Moderns 48 Sharing and learning about sexuality is only among close friends 9X 48 37 Being different from others is cool Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 26 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 27. Internet = keep up and keep in touch Statement Agreement I need to keep up with the technology 88 I like to be connected, by phone or Internet, at all times 84 To me, it is important to keep up-to-date with news and current affairs 81 I update my online friends right away with anything that happens to me 59 My online profile reflects my real-life personality 59 Advices from online forums are always helpful and trustworthy 9X Uber Moderns 32 Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 27 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 28. There is a desire for hi-tech products and expressing individuality through products. However, realisation of this desire is subjected to price. Statement Agreement 81 I always look at the price before buying anything 80 Uber Moderns I like to have a lot of Hi-tech gadgets 75 I like to customize the designs of my own products 64 I prefer to buy things that my friends or family would approve of 56 People often ask my opinion before buying anything 49 Brands are not important when I decide to purchase a product 43 I will buy anything I like no matter what the price is Uber Moderns 39 I usually wait for others before trying a new thing Source: Nielsen Gen V study Oct 2009 Gen V Study 2009 August 2, 2012 Page 28 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 29. Breaking the Gen V Code Gen V Study 2009 August 2, 2012 Page 29 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 30. Breaking the Gen V Code • Generalization is out. Gen V comes in different shapes and sizes. Two things that remain consistent is love for family and simplicity. – However, Uber Moderns are more attuned to changes and modernization. This segment can be a good vehicle to introduce new products and services. • Variety also comes in the type of activities involved in and most of the time occurring at the same time. – Gen V can watch TV, send SMS, and check online profile all in one go! – Involvement in such activities may be refreshing but marketers may also end up fighting for the Gen V’s attention. – Online and mobile advertising are in line with such activities. These are their link to the changing world. Definitely, viable tools to answer the need for keeping up and keeping in touch. • Keeping up with the changing times is a necessity. – This necessity is often coupled with the need to give and receive updates from his/ her circle of friends. – This is where “ready-to-share” advertising content comes in, armed with targeted and specific information. Gen V as a marketing tool can be possible with just a click! Gen V Study 2009 August 2, 2012 Page 30 Confidential & Proprietary Copyright © 2009 The Nielsen Company
  • 31. Thank you Gen V Study 2009 August 2, 2012 Page 31 Confidential & Proprietary Copyright © 2009 The Nielsen Company Confidential & Proprietary • Copyright © 2007 The Nielsen Company