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[Survey Report] Vietnam Youth Lifestyle

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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?

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[Survey Report] Vietnam Youth Lifestyle

  1. 1. What is Vietnamese Youth Lifestyle
  2. 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. 3. Agenda Living Job Food / Drink Digital Fashion News / Information Activity
  4. 4. Living
  5. 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. 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. 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. 8. 42% youth are satisfied with current life Living: Satisfaction Satisfied, 42% Others, 36% Unsatisfied, 22% Are you satisfied with your life?
  9. 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. 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. 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. 12. Job
  13. 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. 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. 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. 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. 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. 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. 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. 20. Food & Drink
  21. 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. 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. 23. Food & Drinks : Favorite food chains 48% 43% 30% 29% 28% 27% 20% 18% 18% What food chains do you like?
  24. 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. 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. 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. 27. Digital
  28. 28. Digital: Device Ownership 85% Smartphone 30% 66% 40% 79% Tablet TV (inc.shared) Notebook Desktop What devices do you have?
  29. 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. 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. 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. 32. Digital: Facebook friends Vietnamese youth has 460 Facebook friends in average How many Facebook friends do you have?
  33. 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. 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. 35. Fashion Fashion
  36. 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. 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. 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. 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. 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. 41. News / Information
  42. 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. 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. 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. 45. Activities
  46. 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. 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. 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. 49. Vietnamese youth are actually lacking of overseas experiences Yes 20% No 80% Have you been to any foreign countries? Activity: Overseas trip
  50. 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. 51. About Q&Me Vietnam Market Research Service
  52. 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. 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. 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

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