generation v – vietnamese youth trends
DESCRIPTION
This study was conducted in 2009 which may not reflex much the current market. However, there still have good insights to shareTRANSCRIPT
Generation VMarketing Opportunities Among the Vietnamese Youth
Darin WilliamsManaging Director, VietnamThe Nielsen Company
11 November, 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 2
Agenda
• Setting the scene - Gen V by the numbers
• The different faces of Gen V– Gen V by Life Stages
– Gen V by Mind Set
• Gen V – Who are they– A day in the life of a Gen V
– Gen V and cyber space
– Gen V as a spender
– The Gen V psyche
• Breaking the Gen V Code – Marketing Implications
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 3Page 3
North America • Latin America • Europe • Asia, Pacific India, Middle East and Africa • Greater China
Nielsen…global leader in market research
• 110 countries
• $4.5B revenue
• 21,000 clients
• 38,000 employees
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 4
Our global clients include…
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 5Page 5
Research Design
• Nielsen Vietnam Generation V study– Online Quantitative (Sep to Oct 2009)
– N=273
– Males & Females
– 15 to 24 years old
– All Class
• Internet Penetration Check– N=701
– HCMC and Ha Noi (Sep 2009)
– 15 to 24 years old
• Nielsen Vietnam Mobile Insights– 15 Cities (Sept 2008)
– ABCDE SECs
– Males & Females
– Users & Non-Users
• Nielsen Vietnam Omnibus– Urban (n=300) & Rural (n=450)
each wave
– All income levels
– January 2009
• Macro Economic data– Vietnam Govt. General Statistics
Office
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 6
Notes to Report
8X
9X
Gen V Regulars
Uber Moderns
Denotes significantly higher for the mentioned segment at 95% CL
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 7Generation V Study Page 7
Gen VWho are they?
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 8
Gen V by the numbers
• 15-24 year olds account for 20% of total population
• 88% are internet users
• 4 out of 5 urban Gen V use the internet more than once a
day
• Different in life stages and way of thinking
Source: Vietnam Government Statistics Offices 2008, Nielsen Internet Penetration Check Sep 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 9
Gen V by Life Stage8x vs. 9x
8X
• 9% of population.
• In transition from university to
first job.
• Would have more frequent
internet access via office.
• Looks for more mature internet
content (news, business, etc.).
• Higher level of consumer activity
due to capability to earn own
money.
• More frequent out of home social
activities.
9X
• 11% of population.
• Lives a relatively regular routine
due to studies.
• Limited spending but would still
have more allocated for savings.
• Socialization and leisure
activities are mostly done in-home
(chat, online updates, playing
games, etc.)
• Sees themselves as very active
and stylish.
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 10
3 Faces of Gen V
In-
betweens
27%
Uber
Moderns
25%Gen V
Regulars
48%
• Highest level of social and
consumer activity.
• Recognizes the need to be in
touch and updated therefore
has developed heighted senses
for such information.
• Already developed a good
sense of individuality. They
know what they want and how
they want to be perceived.
Uber Moderns
9X
40% 8X
60%
• Daily routine is similar to Gen
V regulars.
• However, In-betweens display
mind set similar to Uber
Moderns –
stylish, liberal, extrovert
• Consumer activity has yet to
reach Uber Modern but
indicates potential in the future.
In-betweens
9X
28%
8X
72%
9X
32%8X
68%
• Habits are generally bound by
school/ work activities.
• Socialization are often limited
to in-home.
• Need for consumer goods are
not clearly recognized yet.
• Conformity and traditional
values are still strong in this
segment.
Gen V Regulars
The 3 Faces of Gen V exist across different life
stages. This is a good indicator that the movement
towards a modern way of thinking is not limited to
the younger ones.
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 11
A day in the life of a Gen V
85+% Sleep
between
12mn and
2am
Day
generally
starts at
6am
8am-6pm
Work/
Study
6pm-10pm
socializatio
n, internet,
others
Start early
due to study
8X 9X
Internet start
early at work
Internet
activity starts
6pm
Internet
continues at
home with
other chores
like cooking
Day ends
early at 10pm
Internet,
socialization
via chat/
SMS/
hanging out
goes on until
late night
Socialization
with friends
start early
right after
school
Gen V
Watches TV more frequently
Schedule bound by school/ work
Least
incidence of
activities
during 6-
10pm
May still take
an afternoon
nap
Socialization/
SMS peaks at
8pm
Activities
continue on
until 12mn
Late
sleeper, day
starts a 8am
Hang out with
friends early
With family
while chatting
6-8pm
Primetime for
various
activities is 8-
10pm and
continuous
to 12mn
Gen V Regulars In-Betweens Uber Moderns
Source: Nielsen Gen V study Oct 2009
Late nights are becoming more
common with the amount of
activities available.
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 12
Prime time for activities is from 6pm to 10pm
0
20
40
60
6:00-8:00 8:00-10:00 10:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-24:00
Surf the
Internet
SMS
Watch TV
Listen to
music
Hang out
with friends
Hang out
with family
Chat (on the
Internet)
Talk on the
phone
Any marketing activity
happening within this period
will be fighting over the Gen
V’s attention.
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 13
Leisure activities are mainly in-home for teens. As expected, Uber Moderns display the love for life through different leisure activities.
81
53
42
17
11
2
7
19
25
26
22
11
12
28
34
57
68
87
0% 20% 40% 60% 80% 100%
Watch TV
Play games
(online/PC)
Sports
Eat out
Go to coffee shop
Go to cinema
At least once a day At least once a week Less than once a week
8X
8X
9X
9X
Gen V Regulars
Uber ModernsUber Moderns
Uber Moderns
Uber Moderns
Uber Moderns
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 14
Gen Vs still keep family as the main influence despite spending more time with friends.
89
56
43
39
14
Friends
Classmates
Family
Boyfriend/
Girlfriend
Colleagues
Who go out with
79
15
3
2
Family
Close
friends
An int'l
icon
A local
icon
Who influence most
Uber Moderns
Uber Moderns
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 15Generation V Study Page 15
Internet Access (% of population)
7
15
2224
0
10
20
30
40
50
India Philippines China Vietnam
In terms of internet usage, Vietnam is definitely not far behind and has been growing significantly.
Source: Nielsen Omnibus Aug 2008, Nielsen Vietnam Mobile Insights Mar 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 16
Among the young Vietnamese, internet is definitely part of their daily life
88
23
21
13
12
At home
Internet
shop
At school
In the office
Internet cafe
2-3x /day
30%
1x /day
10%
Less than
1x /day
10%
More
than 3x
/day
50%
Frequency of Accessing the Internet Where Internet is Accessed
92% more than once a day8X
84% more than once a day9X
Highest average frequency (3x a day)
Access via office8X
Source: Nielsen Gen V study Oct 2009Uber Moderns
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 17
Top 10 websites
30%
24%
11%
11%
15%
18%
19%
23%
23%
24%
8X 8X
9X
8X
8X
Information is sought out from a variety of sources.
Top websites would normally have specific sections
for topics of interest.
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 18
Websites distinct to segments
Gen V Regulars In-betweens Uber Modern
Source: Nielsen Gen V study Oct 2009
113%
57% 55% 51% 49% 49% 48% 47% 45% 42% 39% 38% 36% 35% 33% 32% 31% 30%24% 19%
9%
187%
So
cia
l N
etw
ork
ing
Searc
h
New
s &
Cu
rren
t E
ven
ts
Ban
kin
g/O
nli
ne
Tra
din
g
En
tert
ain
men
t
E-M
ail
Po
rtals
Ed
ucati
on
/Em
plo
ym
en
t
Tech
no
log
y/S
cie
nce
Bu
sin
ess/F
inan
ce
New
s
Sh
op
pin
g/A
ucti
on
s
Weath
er
Vid
eo
s/M
ovie
s
Cit
y G
uid
es/M
ap
s
Gam
es
Fo
od
/Din
ing
Sp
ort
s
Au
tom
oti
ve
Mu
sic
Healt
h/F
itn
ess
Tra
vel/
Vacati
on
Real
Esta
te
Mobile Internet Audience Growth by CategoryJuly 2008 – July 2009, National
Category / Site# of Unique Users and
Reach
All Mobile Sites 56.2M (100%)
All Social Networking 18.3M (32%)
Facebook 14.7M (26%)
MySpace 7.1M (13%)
Twitter 4.1M (7%)
Mobile Social
Networking
audience up
from 6.4M in
Jul-08 to 18.3M
in Jul-09
Source: Nielsen Mobile Media View Internet, USA
In the USA, Social networking is driving mobile internet growth.
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 20
Vietnam is not spared from the blogging and social networking bug. Self expression and keeping in touch are unmistakable necessities for Gen V.
Source: Nielsen Gen V study Oct 2009
55
28
14
9
5
1
23
Hi5
Myspace
Ovi
Linked in
No social networking
account
66
38
10
6
5
4
2
19
Yahoo 360
ZingMe-
Yobanbe
YuMe
Cyworld
Blogspot
Multiply
Wordpress
No personal
blog
Page 20
Personal Blog Accounts Social Networking Account
9X
8X
Blogging has been
steadily increasing
that Yahoo has
release Yahoo 360
Plus specific to VN
Relatively higher percentage of not having
a blog or a social networking account.
Gen V Regulars In-Betweens Uber Moderns
Higher incidence of using Facebook, Hi5, Blogspot,
Wordpress, and ZingMe.
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 21
Music is the hottest topic on the internet.
79
60
58
57
54
54
53
50
50
50
46
46
32
31
31
Music
World news
Movie
Technology
Fashion
Game
Education (scholarship, etc.)
Local news
Love and Sexuality
Food (restaurants....)
Celebrity news
Health
Business
Travel
Sports
9X
8X
8X
8X
8X
Uber Moderns are
highest in Celebrity news
Business, Fashion,
Music, Love and
Sexuality, Food
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 22
Gen V shows a healthy spending appetite with almost half spent on non-necessities. However, these are still subjected mainly by price and brand.
Clothing
14%
Books/Comi
cs/Novels
8%
Entertainme
nt
8%
Savings
13%
Others
3%
Hi-Tech
gadgets
9%
Shoes
8%
Food
37%
Average spending per week 257,000 VND
73
68
55
54
38
35
Price
Brand
Product
Reviews
Promotion
Word of
Mouth
Advertisement
46%Spent on
non-
necessitie
s!
• 9X and Gen V Regulars have higher allocation for saving
• Uber Moderns have higher spend on clothing and has
the highest average spending at 330K+
8x spends twice than 9x
8X
8X
Spending Allocation
Spending Influence
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 23
Mobile phones are essential at the same time becoming a high-turnover item.
92
50
37
33
27
14
13
5
3
1
1
93
69
44
22
65
22
27
12
6
4
2
43
6
37
46
7
10
34
11
9
7
6
Mobile phone
PC
Music player
Laptop
USB drive
LCD TV
Digital compact camera
Portable hard drive
Portable game console
Game console
Digital SLR camera
Essential Owned Plan to buy (6 mos)
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 24
Gen V’s current life stage and state of mind have significant impact on ownership and purchase plan.
Higher ownership of
mobile phone,
laptop, USB drive
8X
High portable game
plan to purchase
9X
Relatively lower ownership level and lower
propensity to purchase in the future
Gen V Regulars
In-Betweens
Uber ModernsImportance to life is higher for a variety of
consumer goods. This leads to likelihood
of purchase in the next 6 months.
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 25
Self evaluation is changing towards being liberal and active but still keeping simplicity intact.
7371
62
56
53
44
444242
35
30
28
28 16
0
20
40
60
80
100
Simple
Liberal
Active
Creative
Confident
Personal
Loner
Introvert
Stylish
Extrovert
Popular
Unconventional
Traditional
Trendy
8X
8X
9X
9X
Uber Moderns
Uber Moderns
Uber Moderns
Uber Moderns
Source: Nielsen Gen V study Oct 2009
Self Association
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 26
Family is still number one!
87
78
77
77
69
68
67
63
54
48
48
37
Family life is the most important thing for me
I am always proud of being myself
Involving in any causes to make a better world is vital to me
Keeping good appearance in front of other people is necessary
I have enough knowledge about sexuality
Anything I use has to show my characteristic/signature to others
I love to travel with my friends more than with my family
You need to go to colleges or universities to have a good career
I always seek to have unique things
I don't know where I will be in the next 5 years
Sharing and learning about sexuality is only among close friends
Being different from others is cool
9X
Uber Moderns
Uber Moderns
Uber Moderns
Source: Nielsen Gen V study Oct 2009
Statement Agreement
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 27
Internet = keep up and keep in touch
88
84
81
59
59
32
I need to keep up with the technology
I like to be connected, by phone or Internet, at all times
To me, it is important to keep up-to-date with news and current
affairs
I update my online friends right away with anything that happens
to me
My online profile reflects my real-life personality
Advices from online forums are always helpful and trustworthy
9X Uber Moderns
Statement Agreement
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 28
There is a desire for hi-tech products and expressing individuality through products. However, realisation of this desire is subjected to price.
81
80
75
64
56
49
43
39
I always look at the price before buying anything
I like to have a lot of Hi-tech gadgets
I like to customize the designs of my own products
I prefer to buy things that my friends or family would approve of
People often ask my opinion before buying anything
Brands are not important when I decide to purchase a product
I will buy anything I like no matter what the price is
I usually wait for others before trying a new thing
Statement Agreement
Uber Moderns
Uber Moderns
Source: Nielsen Gen V study Oct 2009
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 29
Breaking the Gen V Code
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 30
Breaking the Gen V Code
• Generalization is out. Gen V comes in different shapes and sizes. Two things that remain consistent is love for family and simplicity.– However, Uber Moderns are more attuned to changes and modernization. This segment
can be a good vehicle to introduce new products and services.
• Variety also comes in the type of activities involved in and most of the time occurring at the same time. – Gen V can watch TV, send SMS, and check online profile all in one go!– Involvement in such activities may be refreshing but marketers may also end up fighting
for the Gen V’s attention.– Online and mobile advertising are in line with such activities. These are their link to the
changing world. Definitely, viable tools to answer the need for keeping up and keeping in touch.
• Keeping up with the changing times is a necessity. – This necessity is often coupled with the need to give and receive updates from his/ her
circle of friends.– This is where “ready-to-share” advertising content comes in, armed with targeted and
specific information. Gen V as a marketing tool can be possible with just a click!
August 2, 2012 Confidential & Proprietary
Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 31
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