ネット熱が高まる一方のベトナム。一方でベトナムは東南アジアでも有数のテレビ王国でもあります。ネットで全て済ませてしまう若者が増えている中、ベトナムのTVの重要性やTVCFの効果等についての変化を調査しました

1. Your sub-title here
ベトナム市場調査
TVはベトナム人にとってまだ効果的なメディアなの
か？
How im

2. Executive summary
• 平均のTV所有は1.9台
• 若者になるとオンラインビデオへの傾倒率が高くなり、且つ
52%が一年前と比べてTV視聴時間が短くなったと回答する
等若者のTV離れは年配者よりも高い
• 人気のTV番組は音楽・映画が年代に関わらず人気
• TVは家族のエンターテイメントと考える人が多い
• 47%がオンライン検索、34%が実際に商品を購入

3. 調査対象者プロフィール
Male,
52%
Female
, 48%
Gender
0% 5% 10% 15% 20% 25% 30%
Up to 5,000,000 VND
5,000,001 - 7,500,000 VND
7,500,001 - 10,000,000 VND
10,000,001 - 15,000,000 VND
15,000,001 - 20,000,000 VND
20,000,001 - 25,000,000 VND
25,000,001 - 30,000,000 VND
30,000,001 - 40,000,000 VND
40,000,001 - 50,000,000 VND
50,000,001 - 70,000,000 VND
70,000,001 - 100,000,000 VND
More than 100,000,000 VND
Family income
0% 10% 20% 30% 40%
10's
20's
30s
40's
Age group
0% 10% 20% 30% 40%
Full-time employment
University student
High school student
Self-owned business
Freelancer
Part-time employment
Unemployed
Others
Full‐time homemaker
Employment type

4. TV所有について
1.7 unit
1.5 unit
Average TV ownership in Vietnam
Single
1.9 unit
Married
The average TV ownership is 1.7 unit. Married has more TV unit than singles

5. TV依存について
23%
46%
27%
4%
26%
33% 35%
7%
13%
25%
45%
17%16%
29%
50%
6%
0%
10%
20%
30%
40%
50%
60%
Only TV Both (TV more) Both (Online more) Online online video
TV / online behavior
40/50's 30's 20's 10's
若者になるとオンラインビデオへの傾倒率が高くなる

6. TV / オンラインビデオ試聴時間について
1.5
1.9 1.8
1.2
1.6
1.8
1.6
2.1
1.4
1.7
2.2
1.4
0
0.5
1
1.5
2
2.5
TV (weekday) TV (weekend) Online video
10's 20's 30's 40's
若者になるとオンラインビデオの視聴時間の方が長い
Average of “Q: How long do you watch TV (weekdays), TV (weekend), online video?”

7. 人気テレビカテゴリーについて
Weekday Weekend
音楽・映画が年代に関わらず人気

8. TVの重要度について
38%
48%
6%
27%
46%
5%
35%
47%
20%
31%
63%
19%
0%
10%
20%
30%
40%
50%
60%
70%
My main
entertainment
My family main
entertainment
Entertainment
for my kids
10's 20's 30's 40's
TVは家族のエンターテイメントと考える人が多い
14%
10%
11%
17%
13%
19%
18%
15%
14%
15%
8%
10%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
I do not watch
TV although
turning it on
I check internet
while watching
TV
I could live
without TV
10's 20's 30's 40's

9. TV試聴時間の変化について
0%
10%
20%
30%
40%
50%
60%
I watch TV
as much as
before
I watch TV
more than
before
I watch TV
less than
before
I did not
watch TV
before and
now
Others
10's 20's 30's 40's
“I watch TV less than before”
若者のTV離れは年配者よりも高い
Yes,
52%
No,
48%
Yes,
34%
No,
66%
10’ & 20’s 30’ & 40’s

10. TVCFを見た後のアクションについて
Yes,
47%No,
53%
I have searched online after
seeing TVCF (in last 30 days)
Yes,
34%
No,
66%
I have bought things after
seeing TVCF (in last 30 days)
47%がオンライン検索、34%が実際に商品を購入

11. 人気のオンラインビデオチャネル
76%
32%
23%
19%
14%
14%
13%
12%
10%
9%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Youtube
Zing TV
nhaccuatui.com
VTV streaming site
VTC streaming site
Hay Hay TV
Others
HTV streaming site
tructiepbongda.com
xemtruyenhinh.net
Youtube人気が断トツ

12. オンラインビデオの鑑賞環境及びデバイス
Place Device
Home
76%
Internet cafe
22%
Office
19%
Notebook
67.3%
Smartphone
67.0%
Tablet
21.0%

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