generation v – vietnamese youth trends

31
Generation V Marketing Opportunities Among the Vietnamese Youth Darin Williams Managing Director, Vietnam The Nielsen Company 11 November, 2009

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This study was conducted in 2009 which may not reflex much the current market. However, there still have good insights to share

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Page 1: Generation v – vietnamese youth trends

Generation VMarketing Opportunities Among the Vietnamese Youth

Darin WilliamsManaging Director, VietnamThe Nielsen Company

11 November, 2009

Page 2: Generation v – vietnamese youth trends

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

Page 3: Generation v – vietnamese youth trends

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

Page 4: Generation v – vietnamese youth trends

August 2, 2012 Confidential & Proprietary

Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 4

Our global clients include…

Page 5: Generation v – vietnamese youth trends

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

Page 6: Generation v – vietnamese youth trends

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

Page 7: Generation v – vietnamese youth trends

August 2, 2012 Confidential & Proprietary

Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 7Generation V Study Page 7

Gen VWho are they?

Page 8: Generation v – vietnamese youth trends

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

Page 9: Generation v – vietnamese youth trends

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

Page 10: Generation v – vietnamese youth trends

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

Page 11: Generation v – vietnamese youth trends

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.

Page 12: Generation v – vietnamese youth trends

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

Page 13: Generation v – vietnamese youth trends

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

Page 14: Generation v – vietnamese youth trends

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

Page 15: Generation v – vietnamese youth trends

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

Page 16: Generation v – vietnamese youth trends

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

Page 17: Generation v – vietnamese youth trends

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

Page 18: Generation v – vietnamese youth trends

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

Page 19: Generation v – vietnamese youth trends

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.

Page 20: Generation v – vietnamese youth trends

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

Facebook

Hi5

Myspace

Twitter

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.

Page 21: Generation v – vietnamese youth trends

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

Page 22: Generation v – vietnamese youth trends

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

Page 23: Generation v – vietnamese youth trends

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

Page 24: Generation v – vietnamese youth trends

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

Page 25: Generation v – vietnamese youth trends

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

Page 26: Generation v – vietnamese youth trends

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

Page 27: Generation v – vietnamese youth trends

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

Page 28: Generation v – vietnamese youth trends

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

Page 29: Generation v – vietnamese youth trends

August 2, 2012 Confidential & Proprietary

Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 29

Breaking the Gen V Code

Page 30: Generation v – vietnamese youth trends

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!

Page 31: Generation v – vietnamese youth trends

August 2, 2012 Confidential & Proprietary

Copyright © 2009 The Nielsen CompanyGen V Study 2009 Page 31

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Thank you