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Vietnam mom: digital usage and influence factors

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Mom is the biggest spender in Vietnam and we made the survey to know what their information source is and how they use digital in their lives

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Vietnam mom: digital usage and influence factors

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Vietnamese mom: Digital usage and influence factors
  2. 2. Objective The research was conducted with the objective of understanding the lifestyle and behaviors of the mothers in this digital age. Data was collected from voices of 500 modern mothers aged 23 to 39 in Hanoi and Ho Chi Minh. The report consists of analysis on their behaviors and lifestyles together with the effects of digital integration.
  3. 3. Mom & Technology
  4. 4. Internet usage (per day) 35% use internet more than 5 hours. The average is 197 minutes. Q. How long do you use internet a day? 3% 9% 18% 16% 10% 10% 35% Less than 30 min 30-59 minutes 1-2 hours 2-3 hours 3-4 hours 4 -5 hours More than 5 hours
  5. 5. Device ownership 92% 45% 34% 33% 16% 2% 7% 16% 32% 9% 6% 48% 49% 36% 75% Smartphone Feature phone Tablet Desktop Notebook I own mine I share it with my family I do not own it Smartphone is the most common device. Feature phone is still used by 45% of moms. Q. What kind of the following device do you have?
  6. 6. Messaing apps for communications w husband SMS, Zalo and Facebook Messenger are the most popular tools 75% 74% 74% 35% 26% 17% 4% 4% 3% 4% Messenging apps Yes, 88% No, 12% Usage of messaging service with husband Q. Do you use messaging apps / SNS / email to communicate with your husband? / What messaging methods?
  7. 7. Messaging apps for communications w parents 57% use messaging services. Communications with parents are mostly conducted by SMS. 64% 51% 49% 24% 13% 7% 6% 5% 1% 3% Messaging apps Yes, 57% No, 43% Usage of messaging services with parents Q. Do you use messaging apps / SNS / email to communicate with your husband? / What messaging methods?
  8. 8. Information source
  9. 9. Mom’s Information source Faceb ook Intern et (Bran ds websit e) Friend s Intern et (com munit y websit e) Intern et (News websit e) TV progra m Maga zine / Book TVCF YouT ube / Online websit e Beaut y care / health care store staff Event / Exhibi tion Email / news maga zine Retail store staff Flyer / Broch ure Paren ts Husba nd Radio Other s Beauty / health care 69% 51% 50% 48% 47% 37% 36% 32% 31% 21% 12% 10% 10% 8% 7% 5% 3% 1% pregnancy / baby birth 52% 26% 42% 46% 49% 33% 36% 14% 23% 7% 9% 4% 3% 4% 38% 10% 4% 2% Child care 52% 24% 47% 48% 44% 43% 35% 12% 25% 4% 10% 4% 5% 4% 53% 17% 5% 1% Facebook is used as most common source, while the influence of parents are quite big when it comes to child care
  10. 10. Popular online media for beauty / healthcare Eva is the top website that moms refer to for information about beauty or healthcare. Q. Please choose website / Facebook page that you refer to for beauty/healthcare (FA) 73 26 18 16 13 13 12 8 7 6 6 6 WEBSITE LIST 1 Eva.vn 2 Webtretho 3 phunuvagiadinh .vn 4 ngoisao.net 5 afamily.vn TOP 5 WEBSITES
  11. 11. Popular online media for pregnancy When it comes to pregnancy, Eva & Webtretho stands at the top list of websites. Q. Please choose website / Facebook page that you refer to for pregnancy (FA) 91 66 34 21 18 16 12 11 11 7 6 6 5 5 WEBSITE LIST 1 Eva.vn 2 Webtretho 3 phunuvagiadinh .vn 4 suckhoesinhsa n.com.vn 5 afamily.vn TOP 5 WEBSITES
  12. 12. Popular online media for child raising Webtretho seems to be the most trusted community for moms to learn about child rising. Q. Please choose website / Facebook page that you refer to for child rising 76 29 28 17 11 8 8 6 6 6 5 5 4 3 WEBSITE LIST 1 Webtretho 2 Eva.vn 3 Marrybaby.vn 4 lamchame.com 5 2! Đẹp TOP 5 WEBSITES
  13. 13. Q. What are the online shopping name that you have used? 1 – Lazada
 (116)
 2 – Adayroi (70) 3 – Facebook (37) 4 – Tiki (25)
 5 – Shopee (19)
 6 – Hotdeal (17)
 7 – Sendo (13) 8 – Muachung (12) 9 – Lotte (7) 10 – Nhomua (4) Popular online shopping site
  14. 14. Q. What brand comes up when you hear the “Brand for mom"? (FA) 1 – Concung
 Chained supermarket for mother & babies. 2 – Bobby
 Baby care product from Japan 3 – Huggies
 Baby care product from USA 4 – Bibo Mart
 Chained supermarket for mother & babies 5 – Vinamilk
 A diary company in Vietnam 6 – Merries
 A baby diaper company from Japan 7 - Johson&Johnson
 A baby care product from USA 8 – Pampers
 A baby diaper product of P&G 9 – Enfamil
 A milk fomula product of Mead Johnson 10 - Kids plaza
 Chained supermarket for mother & babies. Names associated with “Brand for mom”
  15. 15. 1 - Minh Hà
 Hotgirl, influencer 2 - Ốc Thanh Vân
 Actress, MC 3 – Victoria Beckham
 Singer, bussinesswoman 4- Angelina Jolie
 Actress 5 – Elly Trần
 Hotgirl Q. Please choose one name of the celebrity when you hear the keyword of "ideal mom" Celebrity name associated with “ideal mom”
  16. 16. Digital usage for children
  17. 17. IT device usage of children 76% allows their children to us IT devices with the usage duration up to 1 hour (73%) 34% 40% 19% 4% Less than 30 min 30-59 minutes 1-2 hours 2-3 hours Usage duration Q. Do you allow your children use IT devices (smartphone, tablet, PC)? / How long does your child use Internet a day? Yes, 76% No, 24% Usage permission
  18. 18. Children activities on smartphone Children are allowed to use smartphones mostly for entertaining purpose (video, music, photos) while 47% use it for learning purposes. Q. What kind of activities do you allow your children to do with smartphone? 1 Watch video 2 Listen to music 3 Study / Learning 4 Take photo 5 Play game 72% 47% 47% 33% 31% 22% 8% 5%
  19. 19. Concern of children using IT devices 62% are very concerned & concerned about children using IT devices. All HCM Hanoi 23-29 30-39 Very concerned 16% 20% 13% 18% 14% Concerned 46% 47% 45% 45% 47% Average 34% 29% 38% 32% 36% Not concerned 3% 3% 3% 3% 3% Not concerned at all 1% 0% 2% 2% 0% 34% 29% 38% 32% 36% 46% 47% 45% 45% 47% 16% 20% 13% 18% 14% Q. How much are you concerned to let your children touch the IT devices?
  20. 20. Summary
  21. 21. Summary Communications Influences Digital on kids •  Long internet connections - 35% of mom use internet more than 5 hours •  SMS as popular tools to communicate with husband and parents •  Facebook are the poplar info source for most but pregnancy, where parents play important roles. •  Webthreho and Eva are the popular web source •  Concung.com, Bobby and Huggies are the top brands that are associated with mom •  76% let their children use IT devices •  The main usages are video, followed by music and learning •  62% are concerned on the IT usage of their children
  22. 22. Audience profile
  23. 23. Demographics (N=514) HCM, 51% Hanoi, 49% City 2% 9% 17% 30% 20% 8% 7% 4% 3% 2% 0% 0% Lower than 5,000,000 VND 7,500,001 VND - 10,000,000 VND 15,000,001 VND - 20,000,000 VND 25,000,001 VND - 30,000,000 VND 40,000,001 VND - 50,000,000 VND 70,000,001 VND - 100,000,000 VND Household income 20-24, 7% 25-29, 43%30-34, 33% 35-39, 17% Age 1, 53%2, 41% 3, 5% 4, 1% Number of children
  24. 24. Q&Me – About Online Market Research Services
  25. 25. 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 Our Solution
  26. 26. Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 180,000 members as of Nov, 2016 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 Our Advantage: Direct Panel Management
  27. 27. Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 180,000 members as of Nov, 2016 Married Status Household income Smartphone ownership Single, 72% Married , 25% Others, 3% 26% 24% 14% 15% 9% 5% 3% 4% < 5M VND 5 - 7.5M VND 7.5 - 10M VND 10 - 15M VND 15 - 20M VND 20M-30M 30-40M <40M 27% 25% 18% 8% 8% 6% 15% 18% Apple Samsung Nokia LG Asus Sony Others Do not own Our Advantage: Direct Panel Management
  28. 28. 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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