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Vietnam media effectiveness (2018, May)

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Thanks to the popularity of internet and social media, the information that Vietnamese receive become more versatile. So what are the effective information for them?

This survey is conducted in order to track the trend of usage and trusted information sources.

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Vietnam media effectiveness (2018, May)

  1. 1. Asia Plus Inc. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Vietnam media effectiveness tracking (2018, May)
  2. 2. Thanks to the popularity of internet and social media, the information that Vietnamese receive become more versatile. So what are the effective information for them? This survey is conducted in order to track the trend of usage and trusted information sources. The survey was conducted to 597 respondents from 16-39, nationwide in May 2018. Objective
  3. 3. Our method We evaluate the information source in terms of usage / trust by asking the respondents to evaluate them from 1 (lowest) - 10 (highest), then take the mean opinion score (MOS) How much you use the following to receive the information ? (1 - lowest, 10 - highest) How much you trust the following to receive the information ? (1 - lowest, 10 - highest)
  4. 4. Media effectiveness - General Information from friends / families are used and trusted the most Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS 7.7 7.3 6.6 6.5 6.5 6.4 6.3 6.3 6.2 6.1 5.9 5.4 5.3 5.0 4.8 4.7 7.6 6.3 6.3 6.2 6.5 6.3 6.1 6.1 6.2 6.1 5.8 5.4 5.4 5.2 4.9 5.2 Information in use Information to trust
  5. 5. Information / media in use Friend s/famil ies Social networ king servic e TV progra m TVCF Manuf acture rs websit e Store POP KOLs Magaz ine, newsp aper Store staff Events Online ads OOH Flyer, DM, Catalo gue E-mail newsl etter SMS Radio High (8-10) 62% 51% 33% 33% 35% 31% 29% 31% 29% 26% 22% 15% 15% 14% 12% 13% Mid (5-7) 32% 41% 53% 52% 48% 55% 54% 52% 53% 56% 57% 61% 57% 52% 48% 44% Low (1-4) 5% 8% 13% 15% 16% 14% 16% 17% 18% 18% 21% 24% 28% 34% 40% 43% MOS 7.7 7.3 6.6 6.5 6.5 6.4 6.3 6.3 6.2 6.1 5.9 5.4 5.3 5.0 4.8 4.7 3 4 5 6 7 8 9 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Friends/family and social network are the two most highly used information source Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest)
  6. 6. Trustful information / media Information from friends/ families and manufacturer website are the most trustworthy sources. Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) Friends /familie s Manufa cturers website Store POP Social network ing service TV progra m Store staff TVCF Events KOLs Magazi ne, newspa per Online ads OOH Flyer, DM, Catalog ue Radio E-mail newslet ter SMS High (8-10) 59% 34% 27% 28% 29% 26% 27% 26% 26% 25% 17% 12% 12% 16% 13% 11% Mid (5-7) 35% 51% 58% 57% 58% 59% 59% 58% 55% 58% 62% 62% 61% 54% 57% 53% Low (1-4) 6% 14% 15% 15% 13% 14% 15% 17% 19% 17% 20% 26% 27% 30% 30% 36% MOS 7.6 6.5 6.3 6.3 6.3 6.2 6.2 6.1 6.1 6.1 5.8 5.4 5.4 5.2 5.2 4.9 3 4 5 6 7 8 9 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  7. 7. Friends / Family Friends / family is the best information source that Vietnamese use, as well as they trust 6.1 7.7 7.8 7.6 7.7 6.0 7.6 7.6 7.6 7.7 Average Total 16 - 23 24 - 29 30 - 39 In Use Trustful
  8. 8. Social network Social network is popular information tool although trust is not as high as in usage 6.1 7.3 7.4 7.2 7.3 6.0 6.3 6.4 6.3 6.4 Average Total 16 - 23 24 - 29 30 - 39 In Use Trustful
  9. 9. TVCF TVCF increases the popularity and usage for elderly people 6.1 6.5 6.1 6.5 6.8 6.0 6.2 6.0 6.3 6.5 Average Total 16 - 23 24 - 29 30 - 39 In Use Trustful
  10. 10. Brand website Brand website is generally trusted. People in mid 20’s and above tend use it more often 6.1 6.5 6.1 6.6 6.7 6.0 6.5 6.4 6.6 6.7 Average Total 16 - 23 24 - 29 30 - 39 In Use Trustful
  11. 11. Flyer / DM / Catalogue Paper material (flyer, DM, catalogue) are referred more by elderly group. 6.1 5.3 5.0 5.3 5.96.0 5.4 5.0 5.3 5.8 Average Total 16 - 23 24 - 29 30 - 39 In Use Trustful
  12. 12. OOH Store POP Radio Magazine, newspaper Flyer, DM, Catalogue SNS E-mail newsletter Online ads SMS Manufacturers website Store staff Friends / Families KOLs TVCF TV program Events 4 5 6 7 8 4 5 6 7 8 Trust Usage Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS Media effectiveness correlation: General
  13. 13. Media effectiveness correlation: 16-23 years old OOH Store POP Radio Magazine, newspaper Flyer, DM, Catalogue SNS E-mail newsletter Online ads SMS Manufacturers website Store staff Friends / Families KOLs TVCF TV program Events 4 5 6 7 8 4 5 6 7 8 Trust Usage Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS
  14. 14. Media effectiveness correlation: 24-29 years old OOH Store POP Radio Magazine, newspaperFlyer, DM, Catalogue SNS E-mail newsletter Online ads SMS Manufacturers website Store staff Friends / Families KOLs TVCFTV program Events 4 5 6 7 8 4 5 6 7 8 Trust Usage Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS
  15. 15. OOH Store POP Radio Magazine, newspaper Flyer, DM, Catalogue SNS E-mail newsletter Online ads SMS Manufacturers website Store staff Friends / Families KOLs TVCF TV programEv… 4 5 6 7 8 4 5 6 7 8 Trust Usage Q. Please rate how much you use the following to receive the information (1 - lowest, 10 - highest) – MOS Q. Please rate how much you trust the following in receiving the information (1 - lowest, 10 - highest) - MOS Media effectiveness correlation: 30-39 years old
  16. 16. Respondent profile (N=597) Gender Male, 51%Female, 49% 16 - 23, 35% 24 - 29, 39% 30 - 39, 26% Age HCM, 36% Hanoi, 34% Others, 30% City
  17. 17. Q&Me – About Online Market Research Services
  18. 18. Enhanced Service 3: Business survey Provide the technology-driven solution to understand the market better Our research solutions Online market research Quick data collection and real-time analysis using online technology Offline data collections research Traditional market research with technology, for better quality assurance
  19. 19. Our Solution Survey is conducted via mobile phone and the data is processed real-time 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
  20. 20. Our Advantage: Direct Panel Management Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 330,000 members as of Mar, 2018 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City
  21. 21. Process for the quality assurance Questionnaire based on the exact profile • Refined and very derailed database panel Take out users with irrelevant replies • Remove Fake questions hit users • Remove Contradicted answer users • Take out straight answer users Take out speed users • We count the average median time and take out those who are less than that Manual check by the experienced researchers • Our experienced researchers will check the relevance as well as open comments Re-assortment of panelist priorities • Based on the survey results, bad users are screened out while prioritizing those who return s good feedbacks.
  22. 22. Online is considered to be “cheap and bad” in general. Q&Me provides several methods providing data with quality FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam. Our quality score by SSI Evaluation for our quality assurance
  23. 23. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 2, Songdo Tower, 62A Pham Ngoc Thach Street, Ward 6, District 3, HCM City, Vietnam Tel. +84 839 100 043

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