Vietnam's consumer market is on the rapid increase. This time, we focus on youth in HCM and Hanoi as they are the center of consumer market. How does Vietnamese youth in urban area live, spend and value their lives?

1. What is Vietnamese Youth Lifestyle

2. Research Background
This survey clarifies the lifestyle of Vietnamese urban single youth, to
understand their lifestyle and help you market them better
 Age: 20-29
 Married status: Single
 Occupation: Full-timer / Part-timer / Self-employed
 Location: HCM / Hanoi
 Number of respondents: 500

3. Agenda
Living
Job
Food / Drink
Digital
Fashion
News / Information
Activity

4. Living

5. Living: Who do you live with
47%
15%
11% 10%
8%
6%
3%
With my family By myself With my room
mates
With my
brothers / sisters
With my friends With my
relatives
With my partner
53% live with their family or relatives and 38% share rooms
Who do you live with?

6. Likes
What do you like / dislike about where you live ? (Exlcuding those who live with family)
Living: Likes / dislikes
Dislikes
Convenient location
48%
Cleanness
43%
Quietness
36%
Noisiness
20%
Far from office
19%
Far from center
18%

7. 6%
44%
28%
8%
1% 1%
12%
Less
than
500K
500K –
1M
1-2M 2-3M 3-5M 5M and
more
No rent
fee
Living: Rent
Average pricing of rent are
1,100,000 VND per month
* those who live with their family or relatives are excluded
How much do you pay for your rent?

8. 42% youth are satisfied with
current life
Living: Satisfaction
Satisfied,
42%
Others, 36%
Unsatisfied,
22%
Are you satisfied with your life?

9. What are the things that you spend your money on (choose 3 )
Living: Things to spend money
47%
19%
40%
28% 27%
29%
26%
15%
33%
13%
3%
13%
4%
2% 2%
39%
46%
22%
24%
26%
22%
17%
31%
5%
16%
28%
9%
7%
4% 4%
42%
33%
30%
26% 26%
24% 24%
22%
20%
15%
14%
12%
6%
3% 3%
Female
Male
All
Send money home are top. Male spend for mobile / IT,
female for fashion

10. Items that youth thinks
spend too much
42% Mobile phones / IT
40% Fashion
34% House Rent
29% Food
24% Car/Motorbikes
56%
Send money back
home
38% Health / Exercise
31% Financial Investment
26% Travel /
Leisure
22% Beauty / Salon
Living: Opinions on money control
Items that youth thinks
spend more
What are the things that you think you spend too much / would like to spend more?

11. 71% youth sends money back
Living: Remittance
29%
8%
23%
20%
10%
4%
Do not
send
money
Less than
500K VND
500K - 1M
VND
1M - 2M
VND
2M - 3M
VND
More than
3M VND
How much money do you send home?
(those who live themselves only)

12. Job

13. Job: Job types and salary
Office staff,
25%
Consultant
/
Accountant
, 11%
Sales, 11%
Service,
10%
Engineer /
Developer,
8%
Shop staff,
8%
Factory
worker, 7%
Teacher,
4%
Marketing,
4%
Designer,
2%
Others,
11%
Job types
Lower than
3M VND,
16%
3M - 5M
VND, 42%
5M - 7.5M
VND, 26%
7.5M -
10M
VND, 9%
10M - 15M
VND, 5%
15M and
higher, 3%
Monthly salary

14. Job: Satisfaction
How much are you satisfied with your current job?
Satisfied, 16%
A little satisfied,
15%
Average, 45%
A little
unsatisfied,
15%
Unsatisfied, 9%
31% are hapy with the job, 24% are unhappy

15. E-bicycle
Bicycle
BusMotorbike
Job: Transportation for work
How do you go to work?
79% 8% 7%
79% goes to work by motorbike

16. Job: Satisfaction / Dissatisfaction
34% 33%
30% 30% 28%
26% 26%
24%
16%
14%
7%
15%
48%
21%
14%
25%
19%
10% 9%
18%
6%
11%
Satisfied Dissatisfied
48% are not happy with the salary they receive
What are you satisfied / dissatisfied with your job?

17. Job: Satisfaction / Dissatisfaction
Top 3 reasons why unsatisfied people
are unhappy with the company
71% Salary
34% Benefit
27% Boss
45% Salary
40% Benefit
41% Skill development
Top 3 reasons why satisfied people
are happy with the company

18. Job: Side jobs
15% has a regular side job
and 57% has taken side
jobs before
Online shop 17%
Tutor 11% IT 11%
Do you do side jobs? / What kind of side jobs do you do?

19. 2%
3%
3%
4%
5%
6%
6%
7%
9%
34%
Dance
MBA
Music-related
Management
Public speaking skill
Accounting
Exercises / Fitness
IT
Foreign languages
(excluding English)
English
Job: Self-improvement
34% study English and
9% study other languages
What do you do in order to improve your skills at work?

20. Food & Drink

21. Cooking at
home
Bring lunch
box
Eat
outside
Buy outside & eat
at home / office
33%
47%
6%
21%
19%
27%
5%
20%
65%
26%
5%24%1%
6%16%3%72%
64%
37%
2%
4%
31%
15%
7%
Breakfast
Lunch
Dinner
Weekday / Weekend
Food & Drinks: Eating behavior

22. 9%
12%
12%
16%
23%
20%
44%
37%
70%
8%
12%
14%
15%
17%
18%
27%
33%
72%
Singapore restaurant
French restaurant
American restaurant
Italian restaurant
Thai restaurant
Chinese restaurant
Korean restaurant
Japanese restaurant
Vietnamese restaurant
Male
Female
Food & Drinks: Favorite Food
Vietnamese food are the popularity of dominance. Korean
is more popular female while Japanese is favorite of both
gender
What foods do you like to eat?

23. Food & Drinks : Favorite food chains
48% 43% 30%
29% 28% 27%
20% 18% 18%
What food chains do you like?

24. More than 30% of youth go to coffee shop everyday
10%
11%
14%
12%
9%
10%
35%
8%
8%
14%
14%
15%
11%
30%
Every day
Several time / week
2 - 3 times / week
Once a week
Once in 2-3 weeks
Once per month
Less than once / month
In-store Café Street Café
How often do you go to
coffee?
Food & Drinks : Preference of coffee
How often do you go to cafe?

25. Food & Drinks : Favorite coffee chains
42% 29% 17%23%30%
45% 20% 13%14%25%
Trung Nguyen
Coffee
Trung Nguyen
Coffee
Highlands
Coffee
Highlands
Coffee
Starbucks
Coffee
Urban station
Coffee
THE COFFEE
HOUSE
Du Mien Mien Dong Thao
Cong Ca Phe
HCMC
Hanoi
What cafes do you like?

26. 1,400,000 VND / month
14%
30%
33%
15%
5%
2%
Less than
500K VND
500K - 1M
VND
1-2M VND 2-3M VND 3-4M VND More than
4M VND
Food & Drinks :
Monthly average spending
How much do you spend for food /
drinks monthly?

27. Digital

28. Digital: Device Ownership
85%
Smartphone
30%
66% 40%
79%
Tablet TV (inc.shared)
Notebook Desktop
What devices do you have?

29. 32%
13%
10% 10%
19%
4%
7%
3%
9%
3%
28%
17%
16%
14%
13%
11%
10% 9%
7% 7%
Samsung Nokia Sony ASUS Apple HTC LG OPPO Others Lenovo
Female Male
Digital: Smartphone ownership
Samsung is most popular smartphone in Vietnam.
Apple is more popular among female and those who have
more incomes
What smartphones do you have? (smartphone owner only)

30. Digital: Internet / Facebook usage
2%
5%
12%
16% 15%
8% 9%
11%
21%
13%
23%
21%
14%
10%
6%
4%
2%
8%
< 30
minutes
30 - 1
hour
1 - 2
hours
2 - 3
hours
3 - 4
hours
4 - 5
hours
5 - 6
hours
6 - 8
hours
> 8 hours
Average daily usage of internet / Facebook
Internet Facebook
Average daily internet usage is 4.7 hours, while Facebook
usage is 2.5 hours
How long do you use internet / Facebook daily in average?

31. Digital: Popular communication tools
No.1
84% 80% 46% 45% 39%
36% 26% 22% 18% 15%
No.2 No.3 No.4 No.5
No.6 No.7 No.8 No.9 No.10
Facebook and Zalo are dominant top social communication
tools.
What messaging services do you use?

32. Digital: Facebook friends
Vietnamese youth has 460 Facebook friends in average
How many Facebook friends do you have?

33. Digital: Online shopping
80%
8%
12%
Yes, although it is irregular
Yes, I buy online regularly
No, I have never bought items online
Do you buy something online?
88% have bought things online, out of which 12% are the
regular online shopper
Do you buy things online?

34. 0%
0%
8%
8%
8%
17%
33%
33%
50%
Health-related
Cosmetics
Flower
Food
Home appliances
Book
Travel related
Fashion items
IT products
Male
5%
5%
16%
19%
21%
28%
32%
72%
IT products
Health-related
Food
Travel related
Book
Home appliances
Cosmetics
Fashion items
Female
Digital: Item to buy online
- Female: Fashion / Cosmetics / Home appliances
- Male: IT products / Fashion / Travel related
What are the items that you buy online?

35. Fashion
Fashion

36. Fashion: Information source
69%
48%
42%
29%
22%
49%
41%
10% 9% 5% 3%
51%
39% 38%
20% 21%
29% 27%
11%
5% 4% 3%
Female Male
Online information is the information of most reference.
Female rely more on friends and window shopping
Where do you get information about fashion?

37. Fashion: Where to buy
50%
39% 38% 35% 35% 32%
23%
20% 20%
10%
4% 2%
22%
33% 34%
18%
30%
26% 28%
20%
14%
8%
4% 3%
Female Male
Female use local market and Facebook for purchase. Male
go to super market and fashion chain stores more.
Where do you buy fashion items?

38. How much do you care about fashion? (subtract the data of “I care very much” “I care”
Fashion: Levels of interest
Female attention to the category is much more than male.
Yes,
48%
No,
52%
Yes,
26%
No,
74%
Female Male

39. I know what kind of
fashion suit me
Fashion: Attention difference by gender
53
%
30
%
I pay attention to
what are hot in
fashions
34
%
I am okay as far as it
does not make me
look poor

40. Fashion:
Monthly average spending
850,000 VND / month
36%
38%
18%
6%
1% 1%
Less than
500K VND
500K - 1M
VND
1-2M VND 2-3M VND 3-4M VND More than
4M VND
How much do you spend on fashion monthly in average?

41. News / Information

42. Facebook is the most common source for Vietnamese youth
concerning latest news
80%
61%
42%
28%
19% 18% 18%
14%
11% 10%
5% 4% 3%
69%
63%
42%
23% 24%
21%
31%
15%
11% 17%
9% 7% 5%
Female
Male
News / Information: Source
Where do you get the latest information about news?

43. News / Information: Top source on internet
54% 54% 43%
41% 39% 30%
29% 20% 13%
What are the sites that you use to get latest information?

44. Jobs and Friends are the most popular topics when chatting
with friends
Female Male
66% 59% 47%
46% 43% 40%
39% 36% 34%
55% 46% 37%
36% 36% 34%
32% 30% 27%
Jobs Friends Fashions
BF/GF Family Movies
Money Hot news on net Travel
Jobs Friends Family
Money BF/GF
Movies TravelNews
What do you talk about with your friends?
News / Information: Hot topics
Hot news on net

45. Activities

46. Yes, 59%
No, 41%
Do you have boyfriend / girlfriend?
59% has the one to date with
Activity: Dating
Do you have boyfriend / girlfriend?

47. 2%
4%
4%
5%
8%
10%
14%
14%
22%
23%
28%
35%
Dance
Golf
Yoga / Pirates
Tennis
Basket ball
Others
Martial arts
I don't play sports
Swimming
Gym
Jogging
Football
Male
2%
5%
5%
5%
5%
10%
12%
12%
13%
18%
30%
33%
Golf
Football
Tennis
Martial arts
Basket ball
Gym
Dance
Others
Yoga / Pirates
Swimming
Jogging
I don't play sports
Female
What sports do you do?
Activity: Sport
Male are more active than female

48. 59%
46%
43%
32% 33%
24%
35%
25%
21%
17% 18%
13%
14% 15%
5%
45% 44% 44%
36%
29% 29% 28% 27%
24%
21%
19%
14%
9% 9%
7%
Weekday Weekend
Activity: Week day / weekend activities
Common weekend activities
Internet Sleeping Movies
What do you usually do on weekdays/ weekends?

49. Vietnamese youth are
actually lacking of
overseas experiences
Yes
20%
No
80%
Have you been to any foreign countries?
Activity: Overseas trip

50. JAPAN
26%
KOREA
16%
AUSTRALIA
3%
SINGAPORE
14%
UNITED
STATES 11%
THAILAND
6%
EUROPE
17%
Activity: Countries to visits
Japan has the highest popularity among youth, to visit in the
future
Which country would you like to go if you have a chance?

51. About Q&Me Vietnam Market Research Service

52. Who we are (1) – What is Q&Me
Q&Me is the online market research services in Vietnam. Due to our
online utilization and direct panels, we offer the researches in days with
1/3 of the traditional research company cost.
Affordable Quick High quality
Takes 24 - 48 hours for
most surveys, proving
real-time analysis
Superb real-time
analysis for flexible and
accurate data collection
1/3 of the competitor
pricing

53. 17%
8% 8% 8% 8% 8%
7% 7%
7%
22%
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
<9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50-
Stats Q&Me
Active users by age Urban user ratio (top 6 provinces)
22%
51%
78%
49%
Stats Q&Me
Top 6 provinces Others
Who we are (1) – Q&Me panelist
Due to the utilization of online, our service is best suited for the survey
targeting 10’s – 30’s in urban areas

54. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043