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IFM Panel Profile 2022.pptx
- 1. www.ifmresearch.com 1 Active &Managed Mobile Panel Robust - Representative - Targeted Profile
- 2. Content SEC DISTRIBUTION AGE INCOME GENDER TOWN CLASS:URBAN VS RURAL 63 PROVINCES, RGIONS METROS, TIER 2, PROVINCES URBA VS RURAL FAMILY UNIT MARTIAL STATUS FAMILY SIZE MOTHERS OF KIDS CATEGORY OWNED/USE: INCIDENCE FMCG CATEGORIES : DRINKS | PERSONAL CARE | DAIRY | HOMECARE PACKAGED FOODS | SNAKCS ILLNESS INCIDENCE – OTC DRUG USE SPECIALIST CONSUMER PANELS MOMS | HIGH NET WORTH | CAR | 2 WHEELS BANKING | INSURANCE | SMOKING | BEER ALCO BEVERAGE | QUICK SERVICE RESTAURANT PARENTS /KIDS IN ENGLISH MEDIUM SCHOOLS SPECIALIST B2B PANELS E-COMMERCE RETAILERS SPECIALISTS WORKERS – IT DOCTORS
- 3. PANEL PROFILE Demographics N =101,000 Panelists 3
- 4. NORTH CENTRAL SOUTH CityPop Panel City Pop Panel City Pop Panel Vinh 320 373 Hue 361 184 Long Xuyen 285 198 Ha Long 272 86 Buon Ma Thuot 420 158 Bình Dương 1,938 1088 Nam Dinh 250 149 Quy Nhon 287 238 Đồng Nai 1,020 1351 Thai Nguyen 310 133 Nha Trang 421 143 Vung Tau 513 174 Viet Tri 284 105 Phan Thiet 273 97 My Tho 271 141 Hai Duong 400 188 Da Lat 227 148 Thanh Hoa 393 227 Pleiku 278 29 Total 2229 1,262 Total 2267 997 Total 4,026 2,952 Total 8522 5211 101,000 Respondents - IFM Panel coverage by Region COVERS ALL 63 PROVINCES METRO URBAN CITIES (IN MILLIONS) Panel City Pop Urban Rural SIZE Hồ Chí Minh 8.99 7.13 1.87 35,672 Hà Nội 8.05 3.96 4.09 27,482 Hải Phòng 2.03 0.92 1.11 3,358 Đà Nẵng 1.13 0.99 0.15 4,004 Cần Thơ 1.24 0.86 0.37 3,276 Total 21.44 13.86 7.58 73,792 TIER 1 & 2 SECONDARY CITIES URBAN & RURAL NAT. REPRESENTATION RURAL REGIONS Region Pop IFM Panel North 24,9 4,337 Central 18,6 3550 South 19,5 4,110 Total 63,1 11,997 POPULATION 97 MILLION PANEL SIZE 101,000 URBAN 81 % TIER 2 6% RURAL 13% TOWN CLASS POPULATION & PANEL SIZE N = 91,000 Panelists
- 5. IFM Panel -Gender and Age Gender Age by Gender 56% 44% 9% 15% 8% 7% 5% -3% 1% 1% 8% 15% 8% 7% 6% 4% 2% 1% 15-19 20-29 30-39 40-49 50-59 60-69 70-79 From 80 Age Groups 50,072 39,928 Gender – Urban Vs Rural 57% 43% 45% 55% Urban Rural 79, 458 10, 452 N = 91,000 Panelists
- 6. IFM Panel -Income Total SEC Income range Urban Rural Total High 27% A2 50,000,001 - Plus A1 40,000,001 - 50,000,000 A 30,000,001 - 40,000,000 Medium 38% B 25,000,001 - 30,000,000 C 20,000,001 - 25,000,000 D 15,000,001 - 20,000,000 Low 35% E 10,000,001 - 15,000,000 F 5,000,001 - 10,000,000 Min Wage Below 5,000,000 12% 9% 11% 11% 14% 11% 16% 9% 7% 3% 5% 4% 6% 15% 16% 7% 25% 10% 8% 9% 10% 14% 13% 14% 11% 11% 19% 25% N = 91,000 Panelists
- 7. 6 1 2 3 4 5 7 8 9 10 11 12 13 14 15 16 19 20 26 27 28 29 30 33 34 35 36 37 39 38 40 41 42 43 44 45 46 4748 49 51 52 53 54 55 57 58 59 60 61 62 63 18 22 23 24 56 50 32 31 21 17 25 Northeast1394 Mekong Delta 5650 South East 38874 South Central 6064 Highlands 1225 North Central 2893 Northwest 482 Geographical Representation Map # City/Town Panel N Map # City/Town Panel N 1 Lai Châu 46 33 Quảng Nam 397 2 Điện Biên 62 34 Quảng Ngãi 223 3 Sơn La 81 35 Kon Tum 81 4 Lào Cai 109 36 Bình Định 652 5 Yên Bái 82 37 Gia Lai 243 6 Hà Giang 57 38 Phú Yên 150 7 Tuyên Quang 128 39 Đắk Lắk 433 8 Cao Bằng 80 40 Khánh Hòa 395 9 Bắc Kạn 49 41 Đắk Nông 66 10 Phú Thọ 290 42 Lâm Đồng 403 11 Thái Nguyên 363 43 Ninh Thuận 102 12 Vĩnh Phúc 372 44 Bình Thuận 266 13 Lạng Sơn 100 45 Đồng Nai 1,585 14 Bắc Giang 380 46 Bình Phước 178 15 Quảng Ninh 237 47 Tây Ninh 155 16 Bắc Ninh 647 48 Bình Dương 1,278 17 Hà Nội 27,410 49 Vũng Tàu 481 18 Hưng Yên 372 50 Hồ Chí Minh 35,197 19 Hải Dương 517 51 Long An 313 20 Hòa Bình 102 52 Đồng Tháp 287 21 Hải Phòng 2,460 53 Tiền Giang 390 22 Hà Nam 223 54 Bến Tre 240 23 Thái Bình 508 55 Vĩnh Long 272 24 Nam Định 407 56 Cần Thơ 2,397 25 Ninh Bình 213 57 Trà Vinh 115 26 Thanh Hóa 625 58 Sóc Trăng 189 27 Nghệ An 1,025 59 Hậu Giang 163 28 Hà Tĩnh 279 60 An Giang 548 29 Quảng Bình 283 61 Kiên Giang 245 30 Quảng Trị 172 62 Bạc Liêu 138 31 Huế 509 63 Cà Mau 353 32 Đà Nẵng 3,879 Total Vietnam 91,000 Red River Delta 33,129 N = 91,000 Panelists
- 8. Marital Status Urban Rural Education Industry 8% 64% 11% 14% 2% MaritalStatus, Education & Industry Single: 34% Married no kids: 6% Married / kids: 60% Single: 33% Married no kids: 7% Married / kids: 60% Graduated Post University (MBA / PHD) Graduated Undergraduate University Vocational Graduate College Graduated High school Under High school 11% 9% 8% 9% 8% 7% 7% 7% 6% 5% 5% 5% 3% 2% 2% 12% 13% 12% 6% 6% 6% 5% 3% 5% 5% 4% 4% 5% 5% 1% Urban Rural N = 91,000 Panelists
- 9. Vietnam Consumer Deep Dive DetailedDemographics Categories and Products Used
- 10. SEC Income rangeUrban Total Name Family Income Smartphone Spirits Email / Mobile # Personal Income Desktop Tobacco Gender Employment status Operating system Dairy Age Company Type Cars / Motorbike City / District Employee’s Position Private Insurance Marital status Employee Industry Bank account Number of Kids Education Information available for each panelist N = 86,537 data inclusion Demographic Inclusion IFM has the below for 85% = 95% of all our panelists Save time and cost via specific targeting of your consumer groups
- 11. Hanoi HCM 2nd cities Metro Rural Urban Levels ofEducation & Employment Position University/ PG College/Vocational Grade 10-12 Grade 6-9 Grade 1-5 68% 74% 69% 69% 82% 74% Staff Senior Management MD/GM/CEO Business Owners Others 76% 73% 75% 15% 5% 0.4% 0.2% 20% 7% 1.1% 0.2% 14% 5% 0.4% 0.3% 19% 6% 0.8% 0.2% 17% 7% 0.6% 0.3% 9% 4% 0.1% 0.3% 76% 75% 76% 11% 1% 9% 4% 8% 1% 10% 6% 12% 1% 9% 4% 9% 0.2% 9% 5% 11% 1% 11% 4% 13% 0% 7% 3%
- 12. Homemaker Hanoi HCM 2nd cities Metro Rural Urban Full time Parttime Self-employed Unemployed Retired Student Employment status 4% 4% 73% 3% 6% 1% 4% 68% 70% 71% 6% 13% 4% 8% 1% 2% 5% 11% 2% 2% 8% 2% 69% 6% 11% 3% 2% 6% 3% 70% 6% 15% 2% 1% 5% 2% 5% 10% 2% 2% 8% 2%
- 13. Employment Industry 7% 17% 7% 5% 4% 12% 9% 9% 8% 4% 7% 8% 12% 4% 11% 10% 7% 7% 9% 7% Information technology Manufacturing FinancialServices Construction Healthcare Sales Retail Education Hospitality HR Others 12% 8% 10% 10% 4% 13% 8% 8% 7% 5% 9% 9% 8% 8% 5% 12% 11% 6% 7% 4% 6% 8% 10% 11% 8% 2% 12% 8% 9% 5% 11% 8% 6% 4% 11% 10% 7% 4% 8% 7% 4% 4% 10% 7% 8% 9% Urban Vs Rural METROS vs 2ndary Cities HCMC Vs HN
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- 15. Media, Devices &Vehicles Owned Communication Transportation RURAL URBAN Ipad tablet Mobile feature phone Smartphone Fixed line phone Cable TV Laptop/ Notepad Desktop computer Printer SEC CD SEC AB Car - Used 7% 3% 2% Passenger van 3% 1% 1% Car – new 15% 4% 3% Truck 4% 2% 2% Motorcycle 16% 99% 16% 98% 16% 94% SEC EF 12% 42% 98% 94% 34% 70% 84% 58% 42% 57% 98% 96% 39% 81% 90% 58% 40%
- 16. Real Estate ownership RURAL URBANSEC CD SEC AB Own family apartment 11% 7% 14% 9% 7% Rental property 33% 16% 22% 35% 38% Own Family house 58% 75% 65% 59% 51% Second house for rent 11% 14% 18% 9% 8% Second apartment for rent 6% 2% 7% 1% 2% SEC EF Vacation home 1% 1% 2% 1% 1%
- 17. Financial product ownership RURAL URBANSEC CD SEC AB Bank account 53% 43% 65% 47% 31% ATM card 9% 96% 9% 94% 9% 97% 9% 96% 9% 89% Insurance (Any) 79% 80% 85% 79% 68% Credit card 37% 24% 47% 30% 18% Debit card 30% 16% 38% 22% 14% SEC EF Investment fund 12% 8% 16% 9% 5%
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- 19. 33,670 37% - SECAB Earn more than 25 million/Month OCCUPATION: 40MN+ HIGH NET WORTH OFFICE WORKER 18% ENGINEER 10% SALESMAN 9% ACCOUNTANT 8% ENTREPRENEUR/CEO 8% SEC MONTHLY IINCOME TOTAL A2 More than 50Mn 9% A1 40Mn – 50Mn 10% A 30Mn – 40Mn 8% B 25Mn – 30Mn 10% 17,290 19% - SEC A Earn more than 40 million/Month N = 91,000 Panelists
- 20. AGE GROUPS GENDER 45% 55% F M CONTRIBUTION 26-40YO 18-25 YO 41+ YO 75% 11% 14% BANKING 62% Have a bank account INCIDENCE CITIES TIER 2 HCM+HN TIER 1 RURAL 66% HAI PHÒNG: DA NANG: CAN THO 10% 14% 10% NORTH + CENTRAL + SOUTH HCMC: 34% | HN: 32% BRANDS OCCUPATION WORKER ENGINEER TEACHER SALES ACCOUNTANT BUSINESS % 25% % 14% % 14% % 8% % 6% % 5% 55,970 Have bank accounts # Account Holders % 32% % 9% % 10% % 8% % 8% % 6% % 6% % 5% % 8% Other % 8% N = 91,000 Panelists
- 21. WOMEN & MOTHERS 51,000 ADULTWOMEN KIDS AGE GROUPS • PREGNANT • MOMS WITH KIDS 0-6 MONTHS • MOM WITH KIDS 7-12 MONTH • MOM WITH KID >1 YEAR OLD REGULAR UPDATAED KIDS GROW UP, SO TO UPDATE POPULATION INFO REGULARLY 21, 685 MOTHERS
- 22. OCCUPATION INSURANCE AGE GROUPS GENDER 45% 55% F M CONTRIBUTION 26-40YO 18-25 YO 41+ YO 81% 12% 8% CITIES BRANDS TIER 2 HCM+HN TIER 1 RURAL HCMC: 47% | HN: 42% 92% Hai Phòng: Da Nang: Can Tho 2% 3% 4% North + Central + South INSURANCE TYPE 41,000 Private insurance owners INCIDENCE WORKER ENGINEER TEACHER SALES % 21% 2% LIFE HOME CAR EDUCATION TRAVEL % 47% HEALTH INVEST DEATH ACCOUNTANT BUSINESS % 4% % 9% 5% 6% % 6% % 24% % 15% % 15% % 8% % 6% % 4% 29% 17% 15% 14% 9% 6% 3% 2%
- 23. SMOKERS 19,991 SMOKERS SEMI URBAN 1400 SMOKERS 43%INCIDENCE URBAN 8,670 SMOKERS 23% INCIDENCE RURAL 1500 SMOKERS 36% INCIDENCE
- 24. SPIRITS 27,000 CONSUMERS OF SPIRITS TYPESOF SPIRITS SPIRITS WINE LIQUORS INCIDENCE URBAN: 12,550 CITY #PANELISTS HÀ NỘI 5,399 HCMC 6,527 HẢI PHÒNG 111 ĐÀ NẴNG 403 CẦN THƠ 110 URBAN 27% SEMI URBAN 14% RURAL - NORTH 13% RURAL - CENTRAL 12% RURAL - SOUTH 9%
- 25. BEER Panel 44,500 BEER DRINKERS Male:27,750 Female: 8,625 BRANDS Down to brand level BUMO SPECIAL OCCASIONS WEEKLY INCIDENCE URBAN:40,000 CITY #PANELISTS HÀ NỘI 14,000 HCMC 20,900 2nd cities 5,100 RURAL 4,500 Male 73% Female 23%
- 26. QUICK SERVICE RESTAURANT 37,950 CONSUMER OF QSR RESTAURANTS MOST VISITED 43% VISITED A QSR IN THE LAST 4 WEEKS PENETRATION BY GENDER BY CITY CLASS BY INCOME
- 27. MICRO MERCHANTS /SME’s 6,095 NATINOWIDE <3 bill: 75% | 3-10 bill: 13% 10-50 bill : 7% | 50 bill > : 5% E - TAILERS SHOPEE | TIKI | LAZADA | SENDO | ADAYROI | LOTTE | HASAKI | YES24 | OTHERS REGIONS NORTH: 1000+ CENTRAL: 387 SOUTH: 14, 825 CITIES HCMC | HN DONG NAI | LAM DONG BINH DUONG | VUNG TAU
- 28. VEHICLE OWNERS 11,000+ VEHICLE OWNEROF ALL TYPES OF VEHICLES MOST BOUGHT PANELISTS TOTAL UBRAN : 6152 TOTAL RURAL : 528 OWNERSHIP MOTORCYCLE CARS USED CARS NEW CARS MARKER SHARE
- 29. 1 2 3 100,000+ FMCG Panel 80+Categories IFM SNAP TRACK RECORD SALES AT POS IFM PANEL CATEGORY INCLUSION & PANEL SIZE
- 30. Drinking Water Instant Coffee Beer CSD TonicFood Drink Instant Tea Fruit Juice Energy Drink R-T-D Tea Wine/Champagne Liquor Spirits PANEL SIZE MALE : FMALE PENETRATION BEVERAGES 42 58 60 55 52 45 35 30 28 28 19 10 9 4 40 60 30 70 38 62 49 51 44 56 30 70 42 58 30 70 39 61 19 81 27 73 60,000 55,000 52,000 45,000 35,000 30,000 28,000 28,000 19,000 10,000 9,000 4,000 PANEL SIZE MALE : FMALE PENETRATION CATEGORY 42 58 60 40 73 27 54 46 19 81 92,000 91,000 83,000 83,000 62,000 60,000 53,000 44,000 33,000 31,000 13,000 10,000 92 91 83 83 62 60 53 44 33 31 13 10 42 58 46 54 60 40 19 81 46 54 76 24 42 58 Shampoo Toothpaste Toothbrush Bar Soap Facial Cleanser Hair Conditioner Shaving Razor Deodorant Facial Moisturiser Body Care Liquid Bath Hair Styling PERSONAL FMCG PANEL SIZE: MALE AND FEMALE 2022 Base: n = 100,000
- 31. PANEL SIZE MALE :FMALE PENETRATION CATEGORY 42 58 Cup Yougurt Milk (Uht) Soya Milk Milk Sterilized Condensed Milk Drinking Yogurt Milk Powder Kids Milk Pasteurized Milk Powder Adult Milk Powder Infant 64 63 42 40 35 32 22 19 10 9 40 60 30 70 38 62 49 51 44 56 30 70 42 58 30 70 39 61 64,000 63,000 42,000 40,000 35,000 32,000 22,000 19,000 10,000 9,000 PANEL SIZE MALE : FMALE PENETRATION CATEGORY 42 58 60 40 73 27 90,000 88,000 85,000 75,000 65,000 57,000 46,000 35,000 34,000 30,000 90 88 85 75 65 57 46 35 34 30 42 58 46 54 60 40 19 81 46 54 76 24 42 58 Powder Detergent Toilet Tissue DishWash Detergent Fabric Softener Floor Cleaner Bathroom Cleaner Box Tissue Air Freshener Insecticide Liquid Detergent DAIRY/MILK CATEGORY HOUSEHOLD FMCG PANEL SIZE: MALE AND FEMALE Able to augment Client data bases and maintain Client data base privacy 2022 Base: n = 100,000
- 32. PANEL SIZE MALE :FMALE PENETRATION CATEGORY 42 58 Cooking Oil Fish Sauce Seasoning Powder Instant Noodle MSG Soya Sauce Frozen Food Bouillon Cheese 90 90 72 68 67 63 54 34 24 40 60 30 70 38 62 49 51 44 56 30 70 42 58 30 70 90.000 90,000 72,000 68,000 67,000 63,000 54,000 34,000 24,000 PANEL SIZE MALE : FMALE PENETRATION CATEGORY 43,000 38,000 38,000 38,000 38,000 28,000 43 38 38 38 38 28 Biscuits Candy Snacks Chewing Gum Ice Cream Chocolate 49 51 49 51 50 50 39 61 49 51 45 55 CATEGORY PACKAGED FOODS CATEGORY CATEGORY SNACKS FMCG PANEL SIZE: MALE AND FEMALE If your category is not present, we can add if penetration is high enough 2022 Base: n = 100,000
- 33. Agile - Accurate- Actionable Ralf Matthaes | Managing Director Website: www.ifmresearch.com ifmpanel website: www.ifmpanel.com Email: Ralf.matthaes@infocusmekong.com Office: 21 Phung Khac Khoan Street, District1, HCMC, Vietnam