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Vietnamese cinema watching behavior

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With higher living standards, in addition to purchasing activities, Vietnamese people spend more money on recreational activities. Going to the cinema is one of the most popular entertainment activity.

To have a better understanding about the usage and behavior of Vietnamese at the cinema, Q&Me conducted a survey with nearly 800 respondents in May 2019, among 16-39 years old male / female in Vietnam.

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Vietnamese cinema watching behavior

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Survey about how Vietnamese enjoy cinema Asia Plus Inc.
  2. 2. Overview With higher living standards, in addition to purchasing activities, Vietnamese people spend more money on recreational activities. Going to the cinema is one of the most popular entertainment activity. To have a better understanding about the usage and behavior of Vietnamese at the cinema, Q&Me conducted a survey with nearly 800 respondents in May 2019, among 16-39 years old male / female in Vietnam.
  3. 3. Highlight – Cinema usage behavior Cinema usage 84% have watched movie at cinema. 57% 54% 40% 37% 31% Action / super hero movies Comedy movies Science fiction movies Romantic movies Horror movies People to go with People go to the cinema with friends is the most often Movie genre preference Action and Comedy are top 2 reference movie watching categories Cinema choosing reasons Location has been choosen the most Popular cinema CGV is ranked as the No.1 cinema 84% 16% Yes, I have watched No, I haven't watched 13% 25% 19% 43% At least 1 time/week 2-3 times/month 1 time/month 1 -2 times/3 months and less frequency Cinema watching frequency 57% go to cinema at least 1 time/month Friends 60% Wife/husband 38% Bother/sister 22% CGV 66% Lotte cinema 50% Galaxy Cinema 33% 55% 48% 47% 42% 41% Location is near home The cinema is cleaning Afortable price Comfortable seating Good sound
  4. 4. Highlight – Behaviors of heavy users Who they are Higher app usage Show times and viewing environmentPre-payment with non-cash payment 52% 71% 48% 29% All Heavy users Cinema app user ratio 71% of heavy users use mobile app, which is much higher than the general users Heavy users tend to book in advance, and thus card and e- payment ratio is higher 36% 45% 64% 55% All Heavy users Booking method 52% 47% 46% 45% 39% 36% 48% 42% 41% 39% 33% 31% Cleanliness Comfortable seating Good sound Good screen quality Have many showtimes Big screen Important factors Heavy All Heavy users look for the cinema with more show times and clean and comfortable environment 19.3 16.2 Heavy All Household income 34% 31% 32% 37% 33% 32% All Heavy users Age group 16-24 25-29 30+ Heavy users have higher income and concentrate on late 20’s
  5. 5. Overview With higher living standards, in addition to purchasing activities, Vietnamese people spend more money on recreational activities. Going to the cinema is one of the most popular entertainment activity. To have a better understanding about the usage and behavior of Vietnamese at the cinema, Q&Me conducted a survey with nearly 800 respondents in May 2019, among 16-39 years old male / female in Vietnam.
  6. 6. Cinema usage Q. Have you ever watched movie at the cinema? (N=788). 84% have watched movie at the cinema. Yes, 84% No, 16%
  7. 7. Frequency of going to the cinema Q. How often do you go to watch movie at the cinema in the past 6 months? (N=664). 57% cinema goers go to the cinema at least once/month. 4% 9% 25% 19% 15% 28% More than 1 times / week 1 times / week 2-3 times / month 1 times / month 1 -2 times / 3 months Less frequency
  8. 8. Who goes to see cinema with? Q. Who do you usually go to watch the movie at the cinema with? (N=664). Going to the cinema with friends is the most common (60%). 60% 38% 22% 22% 21% 18% 7% 5% Friends Wife/husband Brothers/sister/cousins Boyfriend/girl friend Colleagues Son/daughter Alone Father/mother
  9. 9. Movie selection timing Almost people usually decide to watch the movie before they go to the cinema. Q. Do you usually decide the movie you will watch before you go to the cinema? (N=664). 87% 13% I choose movie before going to cinema I choose movie at cinema
  10. 10. Movie genre preference Action /superhero Comedy Science fiction Romantic Horror Cartoon, animation Detective Fantasy / Historical Musical Total 57% 54% 40% 37% 31% 27% 20% 13% 8% Male 64% 47% 46% 25% 34% 23% 19% 15% 6% Female 52% 59% 36% 45% 29% 30% 21% 12% 8% 16-24 62% 52% 44% 31% 36% 23% 19% 6% 5% 25-29 62% 53% 42% 39% 28% 28% 25% 15% 8% 30+ 47% 56% 34% 40% 28% 30% 18% 18% 9% The action/super hero movies is more favored among males, 16-29 y/o. Romantic movies is popular with females while comedy is liked more in HCM. Q. What types of movie do you like to watch at the cinema? (N=664).
  11. 11. Ticket purchase procedure People intend to buy the ticket at the cinema (62%) and pay by cash (70%). 70% 25% 22% 13% Cash Payment app Debit cards Credit cards Payment methods for tickets 62% 36% 3% Place to purchase ticket Book and buy the ticket at the cinema counter Book and pay the ticket online Others Q. How do you buy the movie ticket most often? (N=664) / How do you pay for movie ticket? (N=647).
  12. 12. Cinema mobile app usage Half of people using cinema app. With the main purpose is to see the showtime of movies. 76% 62% 56% 55% 46% 43% 29% Check showtime of movies Check the ticket price Check for promotion Book and pay for tickets Check for information and watch trailers of movies Check the cinema location Check membership information Purposes to use cinema mobile apps Yes, 52% No, 48% Cinema mobile app usage Q. Do you use cinema app on mobile? (N=664) / Why do you use the app of the cinema? (N=348).
  13. 13. Cinema popularity CGV is the most popular cinema (66%) followed by Lotte cinema (50%). 66% 50% 33% 19% 14% 6% 6% 5% 3% 3% 2% 44% 21% 13% 5% 9% 1% 3% 2% 1% 0% 1% CGV Cinema Lotte Cinema Galaxy Cinema BHD Star Cineplex Trung tam rap chieu phim Quoc Gia Cinebox Beta Cineplex CineStar Mega GS Platinum Cineplex Others: Usually visit Visit most often Q. What are the cinemas that you usually visit? / What is the cinema that you visit the most often? (N=664).
  14. 14. Factors to choose a cinema Location is the factor people care the most when choosing a cinema, followed by cleaning and price. 55% 48% 47% 42% 41% 39% 35% 33% 31% 30% 25% 23% 20% 19% 17% 15% Q. What are the factors that you care about when choosing a cinema? (N=664).
  15. 15. Food buying behavior at the cinema 53% often buy the food at the cinema, popcorn is the most popular food with 79% followed by soft drink 56%. 79% 56% 22% 21% 17% 17% 17% Popcorn Soft drink Snack Water Combo animation popcorn and drink Fruit juice Milk tea Popular bought foods at the cinema 24% 29% 37% 7% 3% Frequency of food buying at the cinema Always Usually Sometimes Rarely Never Q. Do you buy the food at the cinema? (N=664) / What foods do you buy at the cinema? (N=747).
  16. 16. Attitude towards seeing ads at cinema No more than 17% likes to see ads although 72% see them. Usually those who do not like ads do not pay attention to it 42% 30% 22% 5%1% Do you see ads at cinema? Always Usually Somtimes Rarely Never 7% 10% 38% 34% 11% Do you like to see ads at cinema? Like it very much Like it Average Do not like it Do not like it at all Q. Do you usually see the advertisement of the brands when waiting for the movie showed?(N=664) / Do you like seeing the ads? (N=658). What will you do if you don't like? (N=294). 37% 37% 32% 26% 26% Eating Talk to the people you go with Play with the phone Get into the room when the movie… Watch trailer movie so I also watch the… (those who do not like ad) Usual behaviors when ads are on
  17. 17. (Non-users) why they do not go to cinema? Content and the cost is the obstacles for non-users. 72% of them watch the content online, though. 72% 59% 13% Watch online Watch TV Watch DVD 25% 25% 22% 15% 4% 2% 2% 1% I don't watch movie Watching in the cinema costly No cinema near my house Nobody go with me Because of crowded Can't show my emotions The sound is too loud The cinema is not clean Q. The most important reason that make you didn't you go to the cinema for watching? (N=161) /How do you watch the movie if you don't go to the cinema? (N=120). 84% 16% Cinema usage Reasons Alternative ways to watch the content
  18. 18. Summary • 84% use Cinema. 57% go t see cinemas at least 1 time/month, usually with friends. • Action/ super hero and comedy movies are more popular • CGV is the most popular cinema (66%) followed by Lotte cinema (50%). • Cash payment at cinema is the most popular ,although 36% of the audience buy online with the use of payment app or credit card • No more than 17% likes to see ads although 72% see them. Usually those who do not like ads do not pay attention to it • Those who do not go to cinema is minor (16%). The content and the cost is the obstacles for non-users. 72% of them watch the content online, though.
  19. 19. Respondent profile (N=788) Male, 41% Female, 59% Gender 16-22, 28% 23-29, 38% 30-39, 34% Age HCM, 43% Hanoi, 41% Others, 16% City 5% 16% 20% 22% 21% 16% Less than 4,000,000 VND 4,000,000 - 9,000,000 VND 9,000,001 - 14,000,000 VND 14,000,001 - 20,000,000 VND 20,000,0001 - 30,000,000 VND Above 30,000,000 VND Household income
  20. 20. Q&Me – About Online Market Research Services
  21. 21. Enhanced Service 3: Business survey Provide the research services driven by the technogies Our research solutions Consumer research app Admin platform Traditional market research Collect surveys from online consumers Effective retail audit or data collection Plan, Manage and Analyze data
  22. 22. 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. 500,000 members as of May, 2019 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
  23. 23. Our advantage – Quick with quality 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
  24. 24. Our quality assurance process 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.
  25. 25. 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 2839 100 043

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