1.
Q&Me is online market research provided by Asia Plus Inc.
Survey about how Vietnamese enjoy cinema
Asia Plus Inc.

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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
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.
(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.
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.
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.
Q&Me – About Online Market Research Services

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.
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.
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.
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.
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