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Vietnamese media consumption differences in south and north

It is always mentioned that the lifestyle between the south and north of Vietnam is different. This report illustrates the media consumption behavior and creative impression differences between south and north

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Vietnamese media consumption differences in south and north

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Vietnam Media behavior differences in South & North
  2. 2. Overview 16-19, 14% 20-24, 32% 25-29, 32% 30-34, 14% 35-44, 7% Respondent profile (N=631) It is always mentioned that the lifestyle between the South and North of Vietnam is different. This report illustrates the media consumption behaviors and creative impression differences between South and North North, 47% South, 53% Age Area
  3. 3. Media Consumption – Facebook / Internet 1% 11% 33% 19% 11% 12% 6% 3% 5% 5% 17% 33% 14% 8% 7% 6% 3% 8% I do not use Facebook Less than 30 minutes 31 - 60 min 61 - 90 min 91 - 120 min 2 - 3 hours 3 - 4 hours 4 - 5 hours More than 5 hours Facebook South North Q: How many hours do you use internet / Facebook daily (SA) 1% 7% 33% 12% 10% 13% 9% 4% 11% 2% 13% 23% 12% 10% 13% 8% 4% 15% I do not use Internet Less than 30 minutes 31 - 60 min 61 - 90 min 91 - 120 min 2 - 3 hours 3 - 4 hours 4 - 5 hours More than 5 hours Internet South North South has more people who spend very long hours on Internet and Facebook
  4. 4. Media Consumption – TV / Internet Q: How many hours do you watch TV / Youtube daily (SA) Time to spend on YouTube is longer in south than north 6% 10% 26% 34% 13% 6% 5% 0% 0% 0% 7% 12% 21% 35% 9% 6% 5% 4% 0% 1% I do not have TV I do not watch TV Less than 30 minutes 31 - 60 min 61 - 90 min 91 - 120 min 2 - 3 hours 3 - 4 hours 4 - 5 hours More than 5 hours TV South North 6% 29% 39% 13% 5% 5% 2% 1% 1% 5% 29% 31% 17% 7% 6% 2% 1% 2% I do not watch Youtube Less than 30 minutes 31 - 60 min 61 - 90 min 91 - 120 min 2 - 3 hours 3 - 4 hours 4 - 5 hours More than 5 hours YouTube South North
  5. 5. Survey overview Show the 4 types of TVCF about Tet 2017 to see the reaction differences between South & North https://www.youtube.com/watch?v=u6byVR1XhIg https://www.youtube.com/watch?v=ywBgOedsCHE https://www.youtube.com/watch?v=69CwHzyTNmg https://www.youtube.com/watch?v=mWMAzbDnHHw Brand: Kinh Đô Brand: Nestlé Brand: Downy Brand: Comfort
  6. 6. Creative evaluation comparison South people evaluate the creative 11% more positive than North people 8% 9% 12% 8% 47% 39% 19% 21% 14% 23% North South 8% 5% 13% 9% 43% 36% 20% 24% 17% 26% North South 12% 10% 12% 10% 46% 41% 17% 18% 13% 22% North South 9% 10% 10% 9% 40% 30% 25% 20% 17% 30% North South
  7. 7. Creative feedback: (1) Family - Heart warming 8% 9% 12% 8% 47% 39% 19% 21% 14% 23% North South Creative evaluation (out of 5) Least interested Not interested Average Interested Very interested I like the story I like the brand I like the music I like the visual atmosphere I like the actor/actress in it I do not like the brand I do not like the story Others I do not like the music I like the visual atmosphere I do not like the actor/actress in it North 55% 34% 20% 17% 10% 7% 8% 5% 3% 5% 4% South 52% 41% 20% 19% 9% 7% 7% 5% 3% 2% 2% Happy Heart warmin g Excitin g New Original Old Not unique Boring Encour aging Corny Sad Funny Luxurio us None of the above Cheap Disapp ointing North 41% 46% 33% 25% 17% 15% 8% 9% 5% 4% 1% 5% 4% 1% 0% 1% South 51% 45% 35% 24% 18% 14% 8% 7% 7% 5% 4% 3% 3% 2% 2% 0% Impression Keywords Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after watching TVCF (Up to 3)
  8. 8. Creative feedback: (2) Family - Fun 8% 5% 13% 9% 43% 36% 20% 24% 17% 26% North South Creative evaluation (out of 5) Least interested Not interested Average Interested Very interested I like the brand I like the story I like the visual atmosphere I like the music I like the actor/actress in it I do not like the story I do not like the brand I do not like the music Others I do not like the actor/actress in it I like the visual atmosphere North 39% 49% 23% 26% 14% 7% 4% 3% 4% 3% 4% South 47% 43% 26% 25% 16% 5% 4% 4% 4% 3% 3% Excitin g Heart warmin g Happy New Old Funny Original Encour aging Not unique Boring Luxurio us Corny Disapp ointing Cheap None of the above Sad North 47% 33% 32% 26% 13% 10% 10% 10% 8% 7% 5% 3% 2% 1% 1% 0% South 42% 38% 44% 28% 9% 10% 11% 11% 3% 4% 12% 4% 2% 1% 2% 1% Impression Keywords Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after watching TVCF (Up to 3)
  9. 9. Creative feedback: (3) Family – Emotional / Love 12% 10% 12% 10% 46% 41% 17% 18% 13% 22% North South Creative evaluation (out of 5) Least interested Not interested Average Interested Very interested I like the brand I like the story I like the visual atmosphere I like the music I like the actor/actress in it I do not like the story I do not like the brand I do not like the music Others I do not like the actor/actress in it I like the visual atmosphere North 41% 36% 18% 17% 16% 10% 6% 6% 3% 7% 4% South 43% 35% 23% 17% 16% 12% 7% 4% 4% 4% 3% Excitin g New Happy Heart warmin g Luxurio us Boring Not unique Encour aging Old Corny Original Funny Sad Cheap Disapp ointing None of the above North 38% 28% 25% 18% 16% 11% 11% 9% 8% 5% 5% 4% 2% 2% 2% 1% South 32% 34% 33% 18% 24% 12% 8% 8% 9% 12% 6% 5% 2% 2% 2% 2% Impression Keywords Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after watching TVCF (Up to 3)
  10. 10. Creative feedback: (4) Family - Cute 9% 10% 10% 9% 40% 30% 25% 20% 17% 30% North South Creative evaluation (out of 5) Least interested Not interested Average Interested Very interested I like the brand I like the story I like the music I like the actor/actress in it I like the visual atmosphere I do not like the actor/actress in it I do not like the story I do not like the brand I do not like the music I like the visual atmosphere Others North 40% 36% 27% 25% 20% 5% 9% 6% 7% 4% 5% South 41% 41% 31% 24% 20% 9% 7% 6% 5% 2% 3% Excitin g New Funny Happy Heart warmin g Boring Encour aging Old Not unique Original Luxurio us Corny Disapp ointing Cheap Sad None of the above North 46% 32% 31% 19% 17% 10% 10% 9% 6% 6% 3% 3% 3% 2% 1% 0% South 49% 42% 34% 24% 16% 8% 5% 7% 7% 7% 5% 2% 3% 4% 1% 2% Impression Keywords Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after watching TVCF (Up to 3)
  11. 11. Summary • South has more people who spend very long hours on internet and Facebook • Time to spend on YouTube is longer in south than north • South people evaluate the creative 11% more positive than North people. • These evaluation differences are found despite that the respective evaluation are not that difference. Thus, it could be simply that South people tend to express their opinion more positively while North people are more severe • South people tend to react with the keyword of “happiness” while we see more ratio of North people choosing “exciting”.
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