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Market Research     June - 2010                                         HCM city                  Hanoi                   ...
About Viettrack is a monthly research news-letter developed by FTA Research & Consultant, the representative of ESOMAR in ...
Who is the most favorite Idol?                    Viettrack is done according to ISO 20252:2006
Idols’ penetration and profile     %                   33                                                                 ...
The Idol Index                TOTAL                      HCMC              HN            22-24           25-29            ...
Idol leverage   Q1a. Which celebrities do you know?   Q1b. In those people who are your favorite ones?   Q1c Which one wil...
%       Youth’s searching behavior       Q2a. Where did you get information about your idols?                             ...
The most often used source      Q2b. Where do you usually search for your idols information?      Q2c. In case you use int...
Concerns               Q3a. What kind of information do you concern when you look for your idols information?             ...
How do Idols influence onthe youth’s behavior and attitude?                       Viettrack is done according to ISO 20252...
Idols’ influences                                                                                                         ...
Most Influence                                                                                                            ...
%         Youth’s reaction toward Idols           Q4c What is your reaction toward your idol?                             ...
Advertising awareness and favorite                                                                                        ...
Conclusion•   Most of Idols are men (54%). Ages 22-35 prefer idols in nation (67%) to the foreign    idols. They are singe...
Conclusion (cont.)•   Top 10 aware advertisements are : Ho Ngoc Ha-Sunsilks ads; Minh Hang-Head&Shoulder    shampoo; Bi Ra...
Monthly Market Research              Viettrack is monthly delivered on the 15th                 If you should have any que...
Nghiên cứu về người nổi tiếng ở Việt Nam 06/2010
Nghiên cứu về người nổi tiếng ở Việt Nam 06/2010
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Nghiên cứu về người nổi tiếng ở Việt Nam 06/2010

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Nghiên cứu về người nổi tiếng ở Việt Nam 06/2010

  1. 1. Market Research June - 2010 HCM city Hanoi Age group: 22-35MAIN TOPIC The most favorite Idol Influence of Idols to the youth’s behavior and attitude
  2. 2. About Viettrack is a monthly research news-letter developed by FTA Research & Consultant, the representative of ESOMAR in Viet Nam. It is conducted base on a monthly research. It aims at delivering comment, evaluation and true feeling of research objects about present time’s economic situation as well as promotion campaigns or products to producers and marketers. It is expected to help them understand to offer better service to unsatisfied demand of consumers. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct. Viettrack June 2010 is conducted on the youth people (22 – 35) who presents 23.5% (*) of Vietnams population and has various consuming behavior. This study aims at finding the most favorite idol and how they influence the youth’s behavior and attitude. Thus, it will provide marketers the information related to “reference group” of Vietnamese consumers. (*) Source: http://www.gso.gov.vn/default_en.aspx?tabid=476&idmid=4&ItemID=1841
  3. 3. Who is the most favorite Idol? Viettrack is done according to ISO 20252:2006
  4. 4. Idols’ penetration and profile % 33 % Expatriate 3 2 1 67 Vietnamese 5 3 6 45 8 % 22 46 Male 54 Female Singers Actors Sporters Models Entrepreneurs Composer Misses Online Politicians Scientists MC They prefer Vietnamese Male Idols, who are Singers, Actors, Sport Players and Models. (Analysing on top 100 idols , from 22-35 y.o, that are the most favorite ).
  5. 5. The Idol Index TOTAL HCMC HN 22-24 25-29 30-35 Male Female (n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196) Đàm Vĩnh 5.0 5.1 5.0 4.8 5.1 5.2 5.2 4.8 Hưng Cẩm Ly 4.4 4.5 4.3 4.3 4.5 4.4 3.6 5.2 Hoài Linh 4.2 5.0 3.5 3.7 4.1 4.6 4.3 4.1 Đan Trường 3.7 3.0 4.4 3.9 3.6 3.7 3.6 3.7 Mỹ Tâm 3.6 3.0 4.2 3.5 3.4 3.8 3.5 3.7 Hồ Ngọc Hà 3.6 3.0 4.2 3.7 3.9 3.3 3.4 3.8 Tăng Thanh 3.3 Hà 2.7 4.0 3.8 3.5 3.0 3.0 3.6 Hồ Chí Minh 3.1 2.0 4.3 3.6 3.0 3.1 3.3 3.0 Minh Hằng 3.1 2.6 3.6 3.0 3.3 2.9 2.7 3.4 Bảo Thy 3.0 2.8 3.2 3.4 3.4 2.5 2.7 3.3 (*) (*) Idol Index is a score (min=0 and max=10) which is Đàm Vĩnh Hưng is the most favorite measured by Idol awareness, favorite and recommendation Idol.
  6. 6. Idol leverage Q1a. Which celebrities do you know? Q1b. In those people who are your favorite ones? Q1c Which one will you recommend to your friends and family? % TOTAL HCMC HN 22-24 25-29 30-35 Male Female (n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)Đàm Vĩnh Hưng 87 88 87 85 89 87 85 89 53 53 54 49 53 55 49 57 11 13 10 9 13 10 11 11 Cẩm Ly 81 78 84 82 81 80 87 75 42 45 39 38 43 43 54 30 10 14 6 10 9 10 15 4 Hoài Linh 76 80 72 73 77 76 76 76 41 52 30 33 49 36 41 41 10 17 3 5 12 11 8 11 Đan Trường 76 63 89 77 74 76 76 76 31 25 36 33 31 28 34 28 4 3 6 6 4 3 3 6 Mỹ Tâm 75 66 85 75 74 75 76 29 76 25 26 22 36 27 32 31 4 2 6 3 3 6 2 6 Hồ Ngọc Hà 85 74 96 89 91 86 83 22 77 26 18 1 16 29 22 19 0 27 1 1 1 0 2 1Tăng Thanh Hà 71 55 87 76 74 73 69 27 21 32 33 65 28 33 20 2 4 1 3 21 1 3 2 2 Hồ Chí Minh 56 42 71 66 54 57 55 32 17 47 35 53 31 30 33 7 1 12 6 31 5 4 9 9 Minh Hằng 70 72 65 21 59 82 72 27 76 16 17 26 17 68 26 1 18 1 2 2 1 2 1 1 Bảo Thy 74 79 72 14 68 80 81 20 76 9 2 14 15 17 66 3 19 1 4 1 3 7 4 1
  7. 7. % Youth’s searching behavior Q2a. Where did you get information about your idols? TOTAL HCMC HN 22-24 25-29 30-35 Male Female (n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196) Television - cable channels 77 83 71 74 79 77 79 75 Online newspapers 64 70 59 74 69 55 67 61 Television - traditional channels 59 50 69 59 57 60 56 62 Newspapers 51 57 46 51 49 54 49 54 Magazines 51 53 50 56 51 48 47 56 Friends recommendation 49 50 49 55 53 42 49 49 Forum online 47 57 38 59 51 38 48 46Websites (not-newspaper/forum) 40 45 35 48 43 34 40 40 Blog/ Social network 37 37 37 47 35 34 38 36Ads boards at public places (bus- 33 39 28 33 30 37 33 34 stops, stations, airports, etc.) Outdoor ads boards 27 32 22 22 22 34 25 29 Cell phones 22 28 16 21 18 25 23 20 Radio 18 18 18 19 17 18 18 17LCD at buildings/ on bus/ ontaxi 15 20 9 15 16 13 17 12
  8. 8. The most often used source Q2b. Where do you usually search for your idols information? Q2c. In case you use internet, which websites you often visit? % Online newspapers Television - cable channels 26 33 32 Websites (not-newspaper/forum) 33 33 34 38 37 Internet Television - traditional channels (n=310) google.com 59 Magazines 24h.com.vn 59 ngoisao.net 57 27 Forum online 16 20 21 vietnamnet.vn 47 26 22 17 17 nhaccuatui.com 43 Newspapers 6 dantri.com.vn 43 yahoo.com 40 Blog/ Social network 11 11 11 10 12 tuoitre.vn 34 12 16 Friends recommendation 17 youtube.com 32 11 10 10 12 zing.vn 31 8 9 Radio vnexpress.net 30 8 4 8 6 5 10 kenh14.vn 30 9 7 Cell phones 7 7thanhnien.com.vn 21 6 7 6 5 7 7 bongda.com.vn 21 Ads boards at public places (bus- 6 5 5 5 5 bongdaso.com 19 stops, stations, airports, etc.) 4 6 4 3 5 5 3 1 5 3 1 2 3 vietbao.vn 18 LCD at buildings/ on bus/ ontaxi 2 1 2 1 1 1 1 1 1 1 1 2 1 1 1 1 1 1 0 1 1 0 0 0 1 0 1 1 1 0 facebook.com 18 Total HCMC HN 22-24t 25-29 30-35 Male Female (n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
  9. 9. Concerns Q3a. What kind of information do you concern when you look for your idols information? Q3b. What kind of scandals do you concern? Q16. Do you know any of recent scandals? Q13c In your opinion, which scandal has the worst affect on idols image? (N=199) % (N=400) Ho Ngoc Ha-pregnant 76 Update information about career 70 Ho Ngoc Ha-married at 16 years old 55 Bao Thy copyright infringement 47 Awards, achievements 57 Thuy Tien and Le Cong Vinh - nude photos 45 Minh Hang-hot sexy pics 43Personal information (age,hobbies,etc.) 57 Tang Thanh Ha-hot sexy pics 42 Quang Dung and Jenifer Pham - divorce 39 private life stories (marriage, pregnancy, birth,etc.) 51 Hiệp "ga"-new wife 38 Minh Hang and Tim - sexual relations 37 Scandals, affairs 50 Le Cong Vinh-"prostrated" a referee 36 Thuy Tien-nude photos 34 Event (film festival,music contest,ect.) 40 Trieu Vy-pregnant 32 Britney Spears-going out with non undershirt 30 Social activities 39 Kim Hien-divorce after 2 months of marrying 29 Ho Ngoc Ha-pregnant 18 Ho Ngoc Ha-married at 16 years old 13 Le Cong Vinh-"prostrated" a referee 6 Britney Spears-going out with non undershirt 5 Bao Thy copyright infringement 5 Kim Hien-divorce after 2 months of marrying 4 Thuy Tien-nude photos 3 Thuy Tien and Le Cong Vinh - nude photos 3 Tang Thanh Ha-hot sexy pics 3 Quang Dung and Jenifer Pham - divorce 3 Minh Hang and Tim - sexual relations 3 Trieu Vy-pregnant 2 Minh Hang-hot sexy pics 2 (N=400)
  10. 10. How do Idols influence onthe youth’s behavior and attitude? Viettrack is done according to ISO 20252:2006
  11. 11. Idols’ influences % Q4a Which side of your life does your idol influence on? TOTAL HCMC HN 22-24 25-29 30-35 Male Female (n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196) 38 43 Fashion style… 41 48 34 51 44 32 39 41 Point of view in morals 40 35 45 42 43 37 39 37 40 36 39 34 42 Entertaining type choosing 38 26 34 26 31 31 26 34Point of view in marriage/family 30 31 30 31 32 27 32 28 Point of view in love 30 28 30 27 31 27 31 26 Point of view in career 29 29 20 31 26 19 23 26 Point of view in friendship 24 26 14 27 21 14 18 21 Fashion brand choosing 20 25 13 21 20 17 19 19 Personal care brand choosing 19 25 11 21 18 15 20 15 Hi-tech brand choosing 18 13 17 15 14 15 14 16 Social activity anticipation 15 11 18 16 11 17 13 16 Point of view in politics 15 9 19 17 12 13 13 15 Point of view in religion/belief 14 17 8 14 16 9 12 13Talking manner/moving manner 13 17 6 14 11 10 10 12 Daily routine habbits 11 15 4 13 9 8 10 9 Transportation brand choosing… 9 10 9 13 12 6 8 10 Point of view in studying 9
  12. 12. Most Influence %Q4b. Which side of your life does your idol have the most influence on? Entertaining type choosing Point of view in morals 17 15 19 18 19 19 Fashion style (clothes, hair, shoes) 21 21 Point of view in career Point of view in marriage/family 16 14 16 16 16 Social activity anticipation 16 18 16 Personal care brand choosing Point of view in love 15 14 15 12 15 Fashion brand choosing 24 7 13 Hi-tech brand choosing 7 7 5 7 6 7 Talking manner/moving manner 6 7 6 7 1 8 5 8 Point of view in friendship 3 9 8 4 3 4 3 2 3 2 4 Transportation brand choosing (bycicle, motorbike, taxi, etc) 4 6 5 6 5 5 6 6 Daily routine habbits 4 3 2 4 3 3 5 4 3 Point of view in studying 3 4 3 1 3 5 3 3 5 3 1 2 1 5 3 2 2 Point of view in politics 3 1 2 1 3 2 2 1 1 1 0 1 2 0 1 1 10 1 2 1 1 2 2 0 3 Point of view in religion/belief 1 2 1 1 1 1 1 0 0 Total HCMC HN 22-24t 25-29 30-35 Male Female (n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
  13. 13. % Youth’s reaction toward Idols Q4c What is your reaction toward your idol? TOTAL HCMC HN 22-24 25-29 30-35 Male Female (n=400) (n=200) (n=200) (n=88) (n=148) (n=186) (n=204) (n=196) Buy idols CD/film 62 68 56 71 57 61 59 65 Watch movies that idol act (in picute field) 56 58 54 57 53 58 52 60Go to idols concert (in music field) 42 40 45 47 41 42 39 45 Join fanclub 22 13 19 18 19 23 14 24 Read idols books 15 14 16 13 19 12 14 15 Give flowers or presents 15 13 11 12 17 14 13 14 Beg for signatures 14 18 11 18 18 9 15 14 Give comments in topics about 14 18 11 21 16 10 14 15 idols on newspaper/websites Wear things which have idols photos/signature 12 11 13 11 12 11 12 11Buy products which idol presented 12 8 16 13 13 10 11 13 in their advertisements Use similar things as idols ones 11 14 10 11 12 12 9 15 Join activities as idol does 11 11 13 15 9 12 11 13 Write topics telling good things 10 13 10 8 14 11 10 13 about idolImitate idols style (fashion, talking, 9 10 8 9 12 7 10 8 etc.)
  14. 14. Advertising awareness and favorite % Q5a. Do you know these advertisements? Q5b Which are your favorite advertisements? TOTAL HCMC HN 22-24 25-29 30-35 Male Female (n=400) (n=200) (n=200) (n=88) (n=148) (n=148) (n=204) (n=196) 51 77 73 67 64 59 63 60 17 Ho Ngoc Ha-Sunsilk’s ads 17 13 21 17 16 18 16 56 60 60 63 Minh Hang-Head&Shoulder 58 58 56 53 25 21 17 24 19 22 20 16 shampoo 49 49 60 49 49 54 38 49 16 Bi Rain-Clear men shampoo 16 12 20 21 18 10 15 53 43 60 49 48 46 43 48 11 Bao Thy- Rexona Deodorant 10 9 11 11 8 10 9 34 60 53 50 47 45 45 44 18 Ho Ngoc Ha-Toshiba’s ads 14 6 22 13 10 18 9 50 42 47 44 46 47 44 48 15 Hoài Linh-Bon phuong Noodle food 17 21 13 15 18 17 19 38 51 51 46 44 46 39 42 16 Quyen Linh-Dr. Thanh herbal tea 11 16 11 16 12 10 13 39 44 41 30 Christiano Ronaldo-Clear men 42 45 39 53 9 shampoo 15 10 20 16 14 15 20 37 38 39 38Tang Thanh Ha – Luong Manh Hai - 37 40 34 36 20 20 19 15 22 20 19 Omachi 20 40 34 34 43 41 34 31 9 37 8 7 9 9 6 6 Cam Ly-Salonpas 8 39 33 40 25 37 32 46 6Christiano Ronaldo-Castrol Power oil 36 18 10 13 14 13 21 14 19 43 42 31 27 27 30 12 Ngo Thanh Van-Chewing gum 31 7 17 14 11 12 11 Double mint 12 31 30 818 11 42 7 31 10 33 9 26 7 28 11 Mai Phuong Thuy-Custard cake 9
  15. 15. Conclusion• Most of Idols are men (54%). Ages 22-35 prefer idols in nation (67%) to the foreign idols. They are singers, actors, Sport players and models. Dam Vinh Hung, Cam Ly, Hoai Linh, Dan Truong and My Tam are the hottest Idol.• The Idol index of each celebrity is difference among cities, age and gender. For examples, Hoai Linh is preferred by HCMC youth than Hanoi youth (5.0 – 3.5), Cam Ly is preferred by female than male (5.2 – 3.6), Teen singer Bao Thy is preferred by Ages 22-24 and 25-29 than older ages 30-35 (3.4 – 2.5)• Cable television and online newspapers are the preferable sources of this age group. Google and Ngoisao are the most two visited websites of the youth to get information about their Idols (59%). Besides, Nhaccuatui (57%), Yahoo (47%) and YouTube (43%) are the websites which youth come most often.• Youth concerns on not only Idol’s personal and career information but also their scandals. Youth knows a lot of celebrities scandals, in which, Ho Ngoc Ha- pregnant (18%), Ho Ngoc Ha- married at 16 y.o (13%), and Cong Vinh "prostrated" a referee (6%) are thought to have worst affect on idols images.• Idols have strong influences on Youth’s fashion styles and their point of view in morals and friendship, entertaining type, Point of view in marriage/family, Point of view in love. Besides, Idols also influence youths buying behavior: clothes, hi-tech products and personal care products.• Youth buys/sees Idols’ music albums/music shows/ films to express their admiration.
  16. 16. Conclusion (cont.)• Top 10 aware advertisements are : Ho Ngoc Ha-Sunsilks ads; Minh Hang-Head&Shoulder shampoo; Bi Rain-Clear Men shampoo; Bao Thy-Rexona Deodorant; Ho Ngoc Ha- Toshibas ads; Hoai Linh-Bon Phuong instant noodles; Quyen Linh-Dr. Thanh herbal tea; Christiano Clear men shampoo; Tang Thanh Ha – Luong Manh Hai- Omachi; Cam Ly-Salonpas• There is a correlation between Idols Index and Idols’ Advertisements awareness. Most awarded TV commercials have displayed by Top ten idols (who have high index) - Cẩm Ly (4.4), Hoài Linh (4.2), Hồ Ngọc Hà (3.6), Tăng Thanh Hà (3.3), Minh Hằng (3.1) và Bảo Thy (3.0)• There is a minus correlation between Idol Scandal and Favorite Idols’ Advertisements. For example: Ho Ngoc Ha index (3.6) is higher than Tang Thanh Ha (3.3) and Minh Hang (3.1). But recently, she has some serious scandals, so her TV commercials is less be loved. Minh Hang- Head&Shoulder shampoo (21%); Tang Thanh Ha – Luong Manh Hai- Omachi (20%); Ho Ngoc Ha-Toshibas ads (17%); Ho Ngoc Ha-Sunsilks ads (14%)• Minh Hang-Head&Shoulder shampoo Tang Thanh Ha – Luong Manh Hai- Omachi; Tang Thanh Ha – Luong Manh Hai- Omachi; Hoai Linh-Bon Phuong instant noodles; Bi Rain-Clear Men shampoo are top favorite Ads.
  17. 17. Monthly Market Research Viettrack is monthly delivered on the 15th If you should have any queries or information requests please contact us as follows: Tel: +84 8 3514 2584 Email: viettrack@fta.com.vn www.ftaresearch.com

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