1. • • • • • • • • •
nielsen
Understanding the online behaviors of Vietnamese
consumers during Lunar New Year
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Lua Viet Media - IMC Agency
Email: admin@luavietgroup.com.vn
Phone: 09.32.650.066
2. •
382
262032
333938
364139
364342
686969
Pupils/Students White collarsParents with kids
•
5
25
36
39
40
68
Total
Others
Goods is more expensive
I will join more outdoor activities
I am interested in Tet shows
programs
I expect more meaningful activities
I feel happy and excited
I really like to prepare forTet 62 62 62 59
The only chance that I can spend
59 62 55 61
time with family
I want to do more things together
57 58 56 57
with my family
I like to eat home-made foods 47 48 48 45
People feel very excited when Tet comes and enjoy preparing forTet with family. They also consider Tet is the only
chance to spend more time with family.
Thoughtsabout Tet
3. Want more Tet stickersAsk friends/family
to hang out
Would send new year
wishes to others
88%72%92%
Expectations
MESSAGING
are used by 75% users to send to their friends
Stickers/ Emoticons
is the most common format used to communicate in
Tet by 90%online users
Text Message
4. 6
16
18
27
6773
7174
8084
6
23
24
33
83
Parents with kids Pupils/Students White collars
•Total
Others
Vote for TV shows
Play lucky games
Share photos
Go shopping online
Chat with family and friends
Ask to go out
Send New Year wishes
Messaging intentions
Key intentions forTet messaging are sending wishes and chatting with family/friends
5. Pupils/Students White collarsParents with kids
•
• Family/Relatives • Friends • Colleagues
Total
E-cards
Stickers/Emoticons
Video message
Voice message
Text message
During Tet. users send messages to communicate with friendsand familymembers the most.
They mostly send stickers/emoticonsto friends
Types of message
6. Expect the app to provide
more Tet albums/ songs
72%
Prefer to share Tet songs
with friends and others
33%
a
Expectations
Get Tet feeling through
music
74%
Listen to music for
entertainment
88%
7. Total
• Parents with kids Pupils/Students Whitecollars
Zing Mp3 866 85 90 85
Youtube
Nhaccuatui 539
Nhacvui.vn 24.3
Nhacso.net 19.1
Keeng.vn 79
Pandora 2.4 4 l 3
Spotify 15 2 1 1
Others 4 1 6 3
•
Top music applications
Zing Mp3 app is used the most during Tet. following by Youtube
8. Total
• Parents with kids Pupils/Students Whitecollars
Entertainment purpose 0a 88 90 88
EnjoyTet atmosphere
Update Tet music
Listen while traveling
Share Tet songs to others
Update music trend
Follow music Idols
Others 2 1 3 1
•
Key purposes of listening to music are to entertainand to get theTet feeling
Music applicationintentions
9. 3
80
66
White collarsPupils/Students
82
3
Parents with kids
•
72
•Total
Others
Tel songs sharing
Song-gifting service
Discounts on high quality music
Updated new songs
More Tet albums
Tet albums /Tet songs are the most interesting contents.
Pupils/students are still keen on getting the most updated songs during Tet.
Music applicationexpectations
10. Traortional Tet foodTet Shopping intorrnatron
65%
Want to share news
instantly
Prefer Tet-themed
interface
62%65%
Expectations
66%
Topics
Entertainment news
80%
TV channels
News sites
[Zing News. VNexpress. Oantn ...l
Social network sites
[FB. Zalo. Google+ ..l
68%
NEWS
11. 2
14
29
4651
49
7261
7660
3
12
20
77
75
2
14
34
59
53
Parents with kids Pupils/Students White collars
•
90
3
Total
Others
Radio
Prints
Online TV
Friends/Relatives
TV
News sites
(ZingNews. VnExpress. Dantri .... )
Social networks
(Facebook. Zaic. Google+. Twitter]
Users get almost updated news from social networks than news sites
News channels
13. Tet traditional actrvities 8
food
64%
Like nice E:t user-friendly
interface
Videos about Tet spiritsTet comedies
71%83%
Topics
Expect to update Tet
contents
63% 55%
Expectations
0
0
G
VIDEO/CLIPS
14. Total
• Parents with kids Pupils/Students Whitecollars
Youtube 93 93 94 92
Face book 50 49
Zing TV 47 45
24hVideo 22 16
FPTPlay 17 14
HDViet 16 13
Vietnam TV 15 4 10
MyTVNet 12 3 9
Bong Ngo 3 6 2 4
Others 8 8 ]] 6
•
Youtube is still the most preferred app for online video/clips.
Zing TV takes the 2nd position. with preference among female audiences.
Online video/clips applications
15. 3
26
29
31
34
59
56
63
68
75
81
White collars
85
5
24
29
50
60
52
56
Pupils/Students
1
32
34
33
42
63
59
68
71
79
84
Parents with kids
83
•
4
Total
Others
Tet promotions/offers
Tet programs in other countries
Foreign films/songs
Live streaming/liveshow
Tet music shows
Short Tet movies
Family bonding
Tet tradition/ foods
Tet spirit
Tet comedies
Users prefer Tet comedies. following behind is video of Tet spirits.
Among pupils/ students. they also love shortTetmovies during this festive season.
Types of video/clips
16. 82%
want to listen to more Tet albums/ songs
use for for Tet atmosphere
likeTel inspired videospreferTet-therned interface & news-sharing function
preferTet comedieswant more entertainment news
view videos via aget news pieces from social networks
VideoNews
42% use Tablet
more often in Tet
use for entertainment purposes
hsten to music from a
hsten to music from e
Music
-'~·
PARENTS WITH KIDS
"Feel happy and excited
about Tet!'
67%use
Smartphone more
often in Tet
..11%
69%
send Video message to Family
share pictures when messaging
will send Newyear wishes to others
use C"':.often during Tet
chat 0 often dunng Tet
Messaging
79% text to friends whilst watching
favourite programs on other screens
usage time
[mobile/tablet/pc]
hrs/day
5.71
•
tttttii.Tl% use multiscreen while using their
smartphone
17. often use Group Chat with friend
81%
will send stickers/ emoticons to friends
81%
hke short Tet filmsprefer to get the latest updated/ hot songstext family & friends to hang out
90%
preferTet comediesfor entertainment purposeswill send New year wishes to others
81%
view videos via awant more entertainment newsfar ahead from ause C"':.often during Tet
view videos via f)get news pieces from social platformsuse G) for their music enjoymentuse 0 often during Tet
VideoNewsMusicMessaging
17% use Tablet more
often in Tet••
PUPILS/STUDENTS
8 out of 10 texts whilst watching
favourite programs on other screens
"Feel happy and excited
about Tet!'
usage time
[mobile/tablet/pc]
37%use
Smartphone more
often in Tet
••
•
iiitii 4.9360% use multiscreen alongside their
smartphones
..11%
69%hrs/day
18. 37%
send E-cards to business partners
54%
send stickers to colleagues
80%80%
want to listen to more Tet albums/songschat with friends/ relatives
88%96%
likeTetinspired videosprefer news-sharing functionuse tor entertainment purposeswill send Newyear wishes to others
80%73%87%
preterTet comedieswant news about entertainment newslisten to music from ause C"':.often during Tet
93%82%
view videos via aget news pieces from social networkSlisten to music from echat 0 often during Tet
VideoNewsMusicMessaging
WHITE COLLARS
36% use Tablet
more often in Tet
"Feel happy and excited
about Tet!"
usage time
[mobile/tablet/pc]
80% text to friends whilst watching
favourite programs on other screens
• 58%use
Smartphone more
often in Tet
hrs/day
..1196
68%5.8271% use multiscreen alongside their
smartphones
19. 57
61
59
68
33
36
36
45
White collars
39
41
43
48
5658
5562
6262
6969
Pupils/Students
38
39
42
48
Parents with kids
47
57
59
62
68
36
39
40
•Total
Promotion goods
Tet travels
Precious Tet activities (planting.
worshiping .. .)
Nice music/theme song
Short ads. useful information
Tet's fine cuisine
Funny commercials
Meaningful stories [family, life. tradition ...)
Meaningful Ads. express life/ family values. are the most favorite in Tet.
Types of wanted advertisements
20. People in three groups enjoy
messaging while watching TV.
Parents with young kids use
multi-screens the most (77%)
compared to Pupils/Students (61%) &
White Collars (71%)
73%want Meaningful Ads during
Tet. Funny commercials is also in
demand with 70010
Parents with kids have the high-
est increase in usage smart-
phone during Tet (67%)
Key summary points
42% above 15 M VND
31% from 75 -14 99 M VND
25% from 3.5 - 7.49 M VND
25-34 (71%)
35-45 (29%)
47/53
White Collars
[n=400)
37% below 3 M VND
36% from 3 - 749 M VND
17% 7.5 -14.99 M VND
ll% above 15 M VNO
15-2450/50
Pupils/Students
(n=400)
Total (n=lOOO) Male/Female Age Group Mothly household income
15-24 (4%) 51% above 15 M VNO
32% from 75 -14.99 M VNDParent with kids 25-34 (54%)48/52
ll% from 4.5- 7.5 M VND[n=200)
35-45 (41%)
6% below 4.5 M VND
SAMPLE SUMMARY
21. Newspaper/Magazines. and Live Streaming are used
mostly by older age group (35 - 45).
Tet shopping promotions are highly demanded by
older age group while younger age group likes
entertainment news.
Tet-themed comedies & spirits topics are the main
entertaining demand in Tet.
Parents with kids & White Collars use ZingTV &
24hVideo while Pupils/Students choose Youtube &
Facebook.
OnlineTV,assuchchannelsNews
Youtube is the most favorite app for watching
Video/Clip.
Social network rs widely used as source of news
during Tet.
Tet Shopping info & Entertainment news are in high
demand.
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a -- ..........
-- .....
a..... --..... --..... --
Zing Mp3 is the most used music apps and Youtube 1s
closely followed during Tet.
People prefer more Tet album for entertainment
purposes & Tet atmosphere feeling.
The older age group [35 - 45) intends to use online
music apps such as nhacso & nhacvui.
Facebook & Zalo share the 1st place as the most
popular messaging apps with 84% each.
Zalo is most used by people from 25 - 34 years old.
Group age of 35 - 45 or group of monthly household
income above 15 M rs the group send text to shop
online the most. They also enjoy Tet shopping
information. while the younger (15 - 24) prefer moreTet
sticksrs/arnoticons in messaging apps.
KEY SUMMARY POINT