The research conducted by Asia Plus Inc. aimed to understand the lifestyles and behaviors of modern mothers in Vietnam's digital age, gathering insights from 500 mothers aged 23 to 39. Key findings include significant internet usage, with 35% of mothers using it for over 5 hours daily, and popular communication tools like SMS and Facebook being essential for interaction with family. Additionally, 76% of mothers permit their children to use digital devices, primarily for entertainment, while 62% express concern regarding children's device use.

1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Vietnamese mom: Digital usage and influence factors

2. Objective
The research was conducted with the
objective of understanding the lifestyle and
behaviors of the mothers in this digital age.
Data was collected from voices of 500
modern mothers aged 23 to 39 in Hanoi and
Ho Chi Minh. The report consists of analysis
on their behaviors and lifestyles together
with the effects of digital integration.

3. Mom & Technology

4. Internet usage (per day)
35% use internet more than 5 hours. The average is 197 minutes.
Q. How long do you use internet a day?
3%
9%
18%
16%
10% 10%
35%
Less than 30
min
30-59 minutes 1-2 hours 2-3 hours 3-4 hours 4 -5 hours More than 5
hours

5. Device ownership
92%
45%
34% 33%
16%
2%
7%
16%
32%
9%
6%
48% 49%
36%
75%
Smartphone Feature phone Tablet Desktop Notebook
I own mine I share it with my family I do not own it
Smartphone is the most common device. Feature phone is still used by 45% of moms.
Q. What kind of the following device do you have?

6. Messaing apps for communications w husband
SMS, Zalo and Facebook Messenger are the most popular tools
75% 74% 74%
35%
26%
17%
4% 4% 3% 4%
Messenging apps
Yes, 88%
No, 12%
Usage of messaging
service with husband
Q. Do you use messaging apps / SNS / email to communicate with your husband? / What messaging methods?

7. Messaging apps for communications w parents
57% use messaging services. Communications with parents are mostly conducted by SMS.
64%
51% 49%
24%
13%
7% 6% 5% 1% 3%
Messaging apps
Yes, 57%
No, 43%
Usage of messaging
services with parents
Q. Do you use messaging apps / SNS / email to communicate with your husband? / What messaging methods?

8. Information source

9. Mom’s Information source
Faceb
ook
Intern
et
(Bran
ds
websit
e)
Friend
s
Intern
et
(com
munit
y
websit
e)
Intern
et
(News
websit
e)
TV
progra
m
Maga
zine /
Book
TVCF
YouT
ube /
Online
websit
e
Beaut
y
care /
health
care
store
staff
Event
/
Exhibi
tion
Email
/ news
maga
zine
Retail
store
staff
Flyer /
Broch
ure
Paren
ts
Husba
nd
Radio
Other
s
Beauty / health care 69% 51% 50% 48% 47% 37% 36% 32% 31% 21% 12% 10% 10% 8% 7% 5% 3% 1%
pregnancy / baby birth 52% 26% 42% 46% 49% 33% 36% 14% 23% 7% 9% 4% 3% 4% 38% 10% 4% 2%
Child care 52% 24% 47% 48% 44% 43% 35% 12% 25% 4% 10% 4% 5% 4% 53% 17% 5% 1%
Facebook is used as most common source, while the influence of parents are
quite big when it comes to child care

10. Popular online media for beauty / healthcare
Eva is the top website that moms refer to for information about beauty or healthcare.
Q. Please choose website / Facebook page that you refer to for beauty/healthcare (FA)
73
26
18 16 13 13 12
8 7 6 6 6
WEBSITE LIST
1
Eva.vn
2
Webtretho
3
phunuvagiadinh
.vn
4
ngoisao.net
5
afamily.vn
TOP 5 WEBSITES

11. Popular online media for pregnancy
When it comes to pregnancy, Eva & Webtretho stands at the top list of websites.
Q. Please choose website / Facebook page that you refer to for pregnancy (FA)
91
66
34
21 18 16 12 11 11 7 6 6 5 5
WEBSITE LIST
1
Eva.vn
2
Webtretho
3
phunuvagiadinh
.vn
4
suckhoesinhsa
n.com.vn
5
afamily.vn
TOP 5 WEBSITES

12. Popular online media for child raising
Webtretho seems to be the most trusted community for moms to learn about child rising.
Q. Please choose website / Facebook page that you refer to for child rising
76
29 28
17
11 8 8 6 6 6 5 5 4 3
WEBSITE LIST
1
Webtretho
2
Eva.vn
3
Marrybaby.vn
4
lamchame.com
5
2! Đẹp
TOP 5 WEBSITES

13. Q. What are the online shopping name that you have used?
1 – Lazada
(116)
2 – Adayroi
(70)
3 – Facebook
(37)
4 – Tiki
(25)
5 – Shopee
(19)
6 – Hotdeal
(17)
7 – Sendo
(13)
8 – Muachung
(12)
9 – Lotte
(7)
10 – Nhomua
(4)
Popular online shopping site

14. Q. What brand comes up when you hear the “Brand for mom"? (FA)
1 – Concung
Chained supermarket
for mother & babies.
2 – Bobby
Baby care product from
Japan
3 – Huggies
Baby care product from
USA
4 – Bibo Mart
Chained supermarket
for mother & babies
5 – Vinamilk
A diary company in
Vietnam
6 – Merries
A baby diaper company
from Japan
7 - Johson&Johnson
A baby care product
from USA
8 – Pampers
A baby diaper product
of P&G
9 – Enfamil
A milk fomula product
of Mead Johnson
10 - Kids plaza
Chained supermarket
for mother & babies.
Names associated with “Brand for mom”

15. 1 - Minh Hà
Hotgirl, influencer
2 - Ốc Thanh Vân
Actress, MC
3 – Victoria Beckham
Singer, bussinesswoman
4- Angelina Jolie
Actress
5 – Elly Trần
Hotgirl
Q. Please choose one name of the celebrity when you hear the keyword of "ideal mom"
Celebrity name associated with “ideal mom”

16. Digital usage for children

17. IT device usage of children
76% allows their children to us IT devices with the usage duration up to 1 hour (73%)
34%
40%
19%
4%
Less than
30 min
30-59
minutes
1-2 hours 2-3 hours
Usage duration
Q. Do you allow your children use IT devices (smartphone, tablet, PC)? / How long does your child use Internet a day?
Yes, 76%
No, 24%
Usage permission

18. Children activities on smartphone
Children are allowed to use smartphones mostly for entertaining purpose (video, music,
photos) while 47% use it for learning purposes.
Q. What kind of activities do you allow your children to do with smartphone?
1
Watch video
2
Listen to music
3
Study / Learning
4
Take photo
5
Play game
72%
47% 47%
33% 31%
22%
8%
5%

19. Concern of children using IT devices
62% are very concerned & concerned about children using IT devices.
All HCM Hanoi 23-29 30-39
Very concerned 16% 20% 13% 18% 14%
Concerned 46% 47% 45% 45% 47%
Average 34% 29% 38% 32% 36%
Not concerned 3% 3% 3% 3% 3%
Not concerned at all 1% 0% 2% 2% 0%
34% 29%
38% 32% 36%
46%
47%
45%
45% 47%
16% 20% 13% 18% 14%
Q. How much are you concerned to let your children touch the IT devices?

20. Summary

21. Summary
Communications Influences Digital on kids
• Long internet connections
- 35% of mom use
internet more than 5
hours
• SMS as popular tools to
communicate with
husband and parents
• Facebook are the poplar
info source for most but
pregnancy, where parents
play important roles.
• Webthreho and Eva are
the popular web source
• Concung.com, Bobby and
Huggies are the top
brands that are
associated with mom
• 76% let their children use
IT devices
• The main usages are
video, followed by music
and learning
• 62% are concerned on
the IT usage of their
children

22. Audience profile

23. Demographics (N=514)
HCM,
51%
Hanoi,
49%
City
2%
9%
17%
30%
20%
8%
7%
4%
3%
2%
0%
0%
Lower than 5,000,000 VND
7,500,001 VND - 10,000,000 VND
15,000,001 VND - 20,000,000 VND
25,000,001 VND - 30,000,000 VND
40,000,001 VND - 50,000,000 VND
70,000,001 VND - 100,000,000 VND
Household income
20-24, 7%
25-29,
43%30-34,
33%
35-39,
17%
Age
1, 53%2, 41%
3, 5%
4, 1%
Number of children

24. Q&Me – About Online Market Research Services

25. Survey is conducted via mobile phone and the data is processed real-time
Affordable Quick High quality
Takes 24 - 48 hours for
most surveys, proving
real-time analysis
Superb real-time
analysis for flexible and
accurate data collection
1/3 of the competitor
pricing
Our Solution

26. Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 180,000 members as of Nov, 2016
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
Our Advantage: Direct Panel Management

27. Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 180,000 members as of Nov, 2016
Married Status Household income Smartphone ownership
Single,
72%
Married
, 25%
Others,
3%
26%
24%
14%
15%
9%
5%
3%
4%
< 5M VND
5 - 7.5M VND
7.5 - 10M VND
10 - 15M VND
15 - 20M VND
20M-30M
30-40M
<40M
27%
25%
18%
8%
8%
6%
15%
18%
Apple
Samsung
Nokia
LG
Asus
Sony
Others
Do not own
Our Advantage: Direct Panel Management

28. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043