2. Market Research
June - 2010
HCM city Hanoi
Age group: 22-35
MAIN TOPIC The most favorite Idol
Influence of Idols to the youth’s behavior and attitude
3. About
Viettrack is a monthly research news-letter developed by FTA Research &
Consultant, the representative of ESOMAR in Viet Nam. It is conducted base on a
monthly research. It aims at delivering comment, evaluation and true feeling of
research objects about present time’s economic situation as well as promotion
campaigns or products to producers and marketers. It is expected to help them
understand to offer better service to unsatisfied demand of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
Viettrack June 2010 is conducted on the youth people (22 – 35) who presents 23.5%
(*) of Vietnam's population and has various consuming behavior. This study aims at
finding the most favorite idol and how they influence the youth’s behavior and
attitude. Thus, it will provide marketers the information related to “reference group”
of Vietnamese consumers.
(*) Source: http://www.gso.gov.vn/default_en.aspx?tabid=476&idmid=4&ItemID=1841
4. Who is the most favorite Idol?
Viettrack is done according to ISO 20252:2006
5. Idols’ penetration and profile
%
33 %
Expatriate
3 2 1
67 Vietnamese 5 3
6 45
8
%
22
46 Male
54
Female Singers Actors
Sporters Models
Entrepreneurs Composer
Misses Online
Politicians Scientists
MC
They prefer Vietnamese Male Idols, who are Singers, Actors, Sport
Players and Models.
(Analysing on top 100 idols , from 22-35
y.o, that are the most favorite ).
6. The Idol Index
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
Đàm Vĩnh
5.0 5.1 5.0 4.8 5.1 5.2 5.2 4.8
Hưng
Cẩm Ly 4.4 4.5 4.3 4.3 4.5 4.4 3.6 5.2
Hoài Linh 4.2 5.0 3.5 3.7 4.1 4.6 4.3 4.1
Đan Trường 3.7 3.0 4.4 3.9 3.6 3.7 3.6 3.7
Mỹ Tâm 3.6
3.0 4.2 3.5 3.4 3.8 3.5 3.7
Hồ Ngọc Hà 3.6
3.0 4.2 3.7 3.9 3.3 3.4 3.8
Tăng Thanh
3.3
Hà 2.7 4.0 3.8 3.5 3.0 3.0 3.6
Hồ Chí Minh 3.1
2.0 4.3 3.6 3.0 3.1 3.3 3.0
Minh Hằng 3.1
2.6 3.6 3.0 3.3 2.9 2.7 3.4
Bảo Thy 3.0
2.8 3.2 3.4 3.4 2.5 2.7 3.3
(*) (*) Idol Index is a score (min=0 and max=10) which is Đàm Vĩnh Hưng is the most favorite
measured by Idol awareness, favorite and recommendation
Idol.
8. %
Youth’s searching behavior
Q2a. Where did you get information about your idols?
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
Television - cable channels 77 83 71 74 79 77 79 75
Online newspapers 64 70 59 74 69 55 67 61
Television - traditional channels 59 50 69 59 57 60 56 62
Newspapers 51 57 46 51 49 54 49 54
Magazines 51 53 50 56 51 48 47 56
Friends' recommendation 49 50 49 55 53 42 49 49
Forum online 47 57 38 59 51 38 48 46
Websites (not-newspaper/forum) 40 45 35 48 43 34 40 40
Blog/ Social network 37 37 37 47 35 34 38 36
Ads boards at public places (bus-
33 39 28 33 30 37 33 34
stops, stations, airports, etc.)
Outdoor ads boards 27 32 22 22 22 34 25 29
Cell phones 22 28 16 21 18 25 23 20
Radio 18 18 18 19 17 18 18 17
LCD at buildings/ on bus/ ontaxi 15 20 9 15 16 13 17 12
9. The most often used source
Q2b. Where do you usually search for your idol's information?
Q2c. In case you use internet, which websites you often visit? %
Online newspapers
Television - cable channels
26
33 32
Websites (not-newspaper/forum) 33 33 34
38 37
Internet Television - traditional channels
(n=310)
google.com 59
Magazines
24h.com.vn 59
ngoisao.net 57 27
Forum online 16 20
21
vietnamnet.vn 47 26 22
17 17
nhaccuatui.com 43 Newspapers
6
dantri.com.vn 43
yahoo.com 40 Blog/ Social network 11
11 11
10 12
tuoitre.vn 34 12
16
Friends' recommendation 17
youtube.com 32 11
10 10 12
zing.vn 31 8 9
Radio
vnexpress.net 30 8
4
8 6 5 10
kenh14.vn 30 9 7
Cell phones 7 7
thanhnien.com.vn 21 6 7 6
5 7 7
bongda.com.vn 21 Ads boards at public places (bus- 6 5
5 5 5
bongdaso.com 19 stops, stations, airports, etc.) 4 6 4
3 5 5 3
1 5 3 1 2 3
vietbao.vn 18 LCD at buildings/ on bus/ ontaxi 2 1 2 1 1 1 1
1 1
1 1 2 1 1
1 1 1
1
0 1 1
0 0
0 1
0 1 1 1
0
facebook.com 18
Total HCMC HN 22-24t 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
10. Concerns
Q3a. What kind of information do you concern when you look for your idol's information?
Q3b. What kind of scandals do you concern? Q16. Do you know any of recent scandals?
Q13c In your opinion, which scandal has the worst affect on idol's image? (N=199) %
(N=400)
Ho Ngoc Ha-pregnant 76
Update information about career 70 Ho Ngoc Ha-married at 16 years old 55
Bao Thy copyright infringement 47
Awards, achievements 57 Thuy Tien and Le Cong Vinh - nude photos 45
Minh Hang-hot sexy pics 43
Personal information (age,hobbies,etc.) 57 Tang Thanh Ha-hot sexy pics 42
Quang Dung and Jenifer Pham - divorce 39
private life stories
(marriage, pregnancy, birth,etc.)
51 Hiệp "ga"-new wife 38
Minh Hang and Tim - sexual relations 37
Scandals, affairs 50 Le Cong Vinh-"prostrated" a referee 36
Thuy Tien-nude photos 34
Event (film festival,music contest,ect.) 40 Trieu Vy-pregnant 32
Britney Spears-going out with non undershirt 30
Social activities 39 Kim Hien-divorce after 2 months of marrying 29
Ho Ngoc Ha-pregnant 18
Ho Ngoc Ha-married at 16 years old 13
Le Cong Vinh-"prostrated" a referee 6
Britney Spears-going out with non undershirt 5
Bao Thy copyright infringement 5
Kim Hien-divorce after 2 months of marrying 4
Thuy Tien-nude photos 3
Thuy Tien and Le Cong Vinh - nude photos 3
Tang Thanh Ha-hot sexy pics 3
Quang Dung and Jenifer Pham - divorce 3
Minh Hang and Tim - sexual relations 3
Trieu Vy-pregnant 2
Minh Hang-hot sexy pics 2 (N=400)
11. How do Idols influence on
the youth’s behavior and attitude?
Viettrack is done according to ISO 20252:2006
12. Idols’ influences %
Q4a Which side of your life does your idol influence on?
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
38 43
Fashion style… 41 48 34 51 44 32
39 41
Point of view in morals 40 35 45 42 43 37
39 37 40 36 39 34 42
Entertaining type choosing 38
26 34 26 31 31 26 34
Point of view in marriage/family 30
31 30 31 32 27 32 28
Point of view in love 30
28 30 27 31 27 31 26
Point of view in career 29
29 20 31 26 19 23 26
Point of view in friendship 24
26 14 27 21 14 18 21
Fashion brand choosing 20
25 13 21 20 17 19 19
Personal care brand choosing 19
25 11 21 18 15 20 15
Hi-tech brand choosing 18
13 17 15 14 15 14 16
Social activity anticipation 15
11 18 16 11 17 13 16
Point of view in politics 15
9 19 17 12 13 13 15
Point of view in religion/belief 14
17 8 14 16 9 12 13
Talking manner/moving manner 13
17 6 14 11 10 10 12
Daily routine habbits 11
15 4 13 9 8 10 9
Transportation brand choosing… 9
10 9 13 12 6 8 10
Point of view in studying 9
13. Most Influence %
Q4b. Which side of your life does your idol have the most influence on?
Entertaining type choosing
Point of view in morals
17 15
19 18 19 19
Fashion style (clothes, hair, shoes) 21 21
Point of view in career
Point of view in marriage/family 16
14
16 16 16
Social activity anticipation 16
18
16
Personal care brand choosing
Point of view in love 15
14 15 12 15
Fashion brand choosing 24 7
13
Hi-tech brand choosing 7
7 5 7 6
7
Talking manner/moving manner 6 7
6
7 1 8 5 8
Point of view in friendship 3 9
8 4 3
4 3 2 3 2 4
Transportation brand choosing
(bycicle, motorbike, taxi, etc) 4 6 5 6 5 5
6 6
Daily routine habbits 4 3 2 4 3 3
5 4 3
Point of view in studying 3 4 3
1 3 5
3 3 5 3 1
2 1 5 3 2 2
Point of view in politics 3 1 2 1 3
2 2 1 1 1 0 1 2 0
1
1 10 1 2 1 1 2
2 0 3
Point of view in religion/belief 1 2 1 1 1 1 1
0 0
Total HCMC HN 22-24t 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
14. %
Youth’s reaction toward Idols
Q4c What is your reaction toward your idol?
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=186) (n=204) (n=196)
Buy idol's CD/film
62 68 56 71 57 61 59 65
Watch movies that idol act (in
picute field) 56 58 54 57 53 58 52 60
Go to idol's concert (in music field) 42 40 45 47 41 42 39 45
Join fanclub 22 13 19 18
19 23 14 24
Read idol's books
15 14 16 13 19 12 14 15
Give flowers or presents 15 13 11 12 17 14 13
14
Beg for signatures 14 18 11 18 18 9 15 14
Give comments in topics about
14 18 11 21 16 10 14 15
idols on newspaper/websites
Wear things which have idol's
photos/signature 12 11 13 11 12 11 12 11
Buy products which idol presented
12 8 16 13 13 10 11 13
in their advertisements
Use similar things as idol's ones 11 14 10 11 12
12 9 15
Join activities as idol does 11 11 13 15 9
12 11 13
Write topics telling good things 10 13 10 8 14
11 10 13
about idol
Imitate idol's style (fashion, talking, 9 10 8 9 12 7 10 8
etc.)
16. Conclusion
• Most of Idols are men (54%). Ages 22-35 prefer idols in nation (67%) to the foreign
idols. They are singers, actors, Sport players and models. Dam Vinh Hung, Cam
Ly, Hoai Linh, Dan Truong and My Tam are the hottest Idol.
• The Idol index of each celebrity is difference among cities, age and gender. For
examples, Hoai Linh is preferred by HCMC youth than Hanoi youth (5.0 – 3.5), Cam
Ly is preferred by female than male (5.2 – 3.6), Teen singer Bao Thy is preferred by
Ages 22-24 and 25-29 than older ages 30-35 (3.4 – 2.5)
• Cable television and online newspapers are the preferable sources of this age
group. Google and Ngoisao are the most two visited websites of the youth to get
information about their Idols (59%). Besides, Nhaccuatui (57%), Yahoo (47%)
and YouTube (43%) are the websites which youth come most often.
• Youth concerns on not only Idol’s personal and career information but also their
scandals. Youth knows a lot of celebrities' scandals, in which, Ho Ngoc Ha-
pregnant (18%), Ho Ngoc Ha- married at 16 y.o (13%), and Cong Vinh
"prostrated" a referee (6%) are thought to have worst affect on idols' images.
• Idols have strong influences on Youth’s fashion styles and their point of view in
morals and friendship, entertaining type, Point of view in marriage/family,
Point of view in love. Besides, Idols also influence youth's buying behavior:
clothes, hi-tech products and personal care products.
• Youth buys/sees Idols’ music albums/music shows/ films to express their admiration.
17. Conclusion (cont.)
• Top 10 aware advertisements are : Ho Ngoc Ha-Sunsilk's ads; Minh Hang-Head&Shoulder
shampoo; Bi Rain-Clear Men shampoo; Bao Thy-Rexona Deodorant; Ho Ngoc Ha-
Toshiba's ads; Hoai Linh-Bon Phuong instant noodles; Quyen Linh-Dr. Thanh herbal
tea; Christiano Clear men shampoo; Tang Thanh Ha – Luong Manh Hai- Omachi; Cam
Ly-Salonpas
• There is a correlation between Idols Index and Idols’ Advertisements awareness. Most
awarded TV commercials have displayed by Top ten idols (who have high index) - Cẩm Ly (4.4),
Hoài Linh (4.2), Hồ Ngọc Hà (3.6), Tăng Thanh Hà (3.3), Minh Hằng (3.1) và Bảo Thy
(3.0)
• There is a minus correlation between Idol Scandal and Favorite Idols’ Advertisements. For
example: Ho Ngoc Ha index (3.6) is higher than Tang Thanh Ha (3.3) and Minh Hang (3.1). But
recently, she has some serious scandals, so her TV commercials is less be loved. Minh Hang-
Head&Shoulder shampoo (21%); Tang Thanh Ha – Luong Manh Hai- Omachi (20%);
Ho Ngoc Ha-Toshiba's ads (17%); Ho Ngoc Ha-Sunsilk's ads (14%)
• Minh Hang-Head&Shoulder shampoo Tang Thanh Ha – Luong Manh Hai- Omachi;
Tang Thanh Ha – Luong Manh Hai- Omachi; Hoai Linh-Bon Phuong instant noodles; Bi
Rain-Clear Men shampoo are top favorite Ads.
18. Monthly Market Research
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