viettrack - jan2012

The first agency in Vietnam certified 20252 by British Standards Institute Marketing Research Association, USA

Market research top-line January 2012

Topic :

HCMC HA NOI DA NANG

Behaviors and life-style of teenagers’

Introducing Viettrack is the news of FTA Research & Consultant, It is conducted base on a

monthly research. It aims at delivering comments, evaluations and perceptions of

respondents about present time’s economic situation as well as promotion

campaigns or products to producers and marketers. It is expected to help them to

have a deep understanding, thus offering better services to satisfy the unmet

demand of consumers.

Viettrack is done according to ISO 20252:2006, the international quality standard in

market research and ESOMAR code of conduct.

Viettrack – January 2012 :

Sample size: n = 300

HCMC = Hanoi = Danang = n = 100

Gender : Male, Female

Economic class : ABCD

Age : 10 – 19

TEEN

?

CONTENTS

Habits and life-style

Entertainment Behaviors

Expenditure and shopping Communicative habits

CONTENTS


Entertainment behavior

Expenditure and shopping

Communicative habits

Schedule on working days

* 06:00: getting up, doing personal stuff

* 06:30: having breakfast

* 07:00 – 11:00: going to school

* 11:30 – 12:00: having lunch

* 12:15: having lunch

* 13:00: taking nap, watching TV, surfing internet

* 14:00: learning at foreign language center, taking extra-class at school

* 17:00:hanging out with friends, going park, doing exercises

* 18:00: taking extra-class

* 18:00 – 18:30: having dinner

* 18:21 – 19:00: watching TV

* 19:00 – 20:00: studying

* 20:01 – 20:30: surfing internet, playing games

* 20:31: going to bed

Schedule on weekends

Personal stuff Having breakfast

Hanging out with family / friends

Surfing internet, playing games

Watching TV

Having lunch

6:00 – 6:20 6:21 – 6:45 6:46 – 10:00 10:01 –10:30 10:31 –11:20 11:21 –11:45

12:00 12:30 15:00 – 16:00 17:00 – 18:00

Having lunch Taking nap

Hanging out with friends at milk-tea shop Watching TV

18:00 – 18:30 18:30 – 19:00 19:00 – 21:00 21:00 - 22:00 22:00 – 23:00 23:00

Having dinner

Watching TV, listening to music at home

Going to cinema, going around with friends

Studying

Surfing internet, listening to music at home

Going to bed

%

TOTAL HCMC HA NOI DA NANG

Expressing the personality throughthe way of dressing

Dressing both trendy andpersonality

Trendy style

Dressing as the music idol oractor/actress

Differentiation style

Just choosing premium & famousfashion brand

Fashion style

N = 300 N = 100 N = 100 N = 100

Fashion-style is one of the way for teenagers to express themselves. Thus, most of

them like dressing very trendy with their own style. Besides, it is very important to

express themselves by the way they choose and mix clothes. It’s almost alike to

teenagers in 3 big cities in Vietnam.

Simple dressed 64Neatly dressed 41Youthful style 36

Cute style 28Korean style 23

Personality style 18Vietnamese style 16

Differentiation style 15Mordern style 13Dynamic style 9

Formal style 4Elegant style 4Hiphop style 3

Traditional style 1European style 1

Chinese style 1

White 62Black 50Red 34Pink 23

Yellow 21Green 19

Blue 17Grey 16

Orange 12Dard blue 10

Brown 9Violet 8

N=Male150

Female150

White 65 60Black 65 36Red 31 36Pink 9 38

Yellow 17 24Green 15 23

%

%

N = 300

Personal style and favorite color

TOTAL

At the current, Vietnamese teenagers are considered very active and up-to-date on music, fashion, technology trend… It is shown on their clothes: simple, neat, teen and cute in 3 main colors : white, black, red. Korean style also affects on the ways that teenagers choose fashion style

Favorite music

Total HCMC HN DNN = 300 N = 100 N = 100 N=100

Vietnamese song 84 76 89 87Asean song 39 30 40 46

Europen - US song 27 39 23 20Kid song 12 15 9 12

Instrumental song 3 _ 7 1Traditional song 2 _ 6 _

MUSIC

Vietnamese pop music is growing quickly and taking over most of teenagers in 3 big cities, and they choose it as their music trend. While HCMC teenagers like European-US music, HN & DN teenagers prefer to Asian music. The way they listen and accept those kinds of music reflects their life-style in each city.

Favorite TVC & Reason of liking

TOTAL

N = 300

Coca-cola

Vinamilk – milking cow image

Pepsi

C2 Tea

Comfort Fabric Softener

Gấu Đỏ Instant noodle

Oreo Cookie

Omo washing powder

Nescafe – Viet coffee

Ngon Khoe nutri fruit milk

Fami soy bean milk

Vinacafe

* Funny * Cute cows * Original and new advertising * Stimulate customers to try/buy their products * Nice song * Set off their brand names

* Cute characters * Funny * Attractive images * Warming – loving images * Funny actors/actress * Cute actors/actress

* Beautiful images * Nice song * Gathering – warming feelings * Funny * With famous idol singer * Attractive images

* Impressive slogan * Lively images * Joyful feelings * Attractive shape of bottle * Express teenagers’ strength and style

Top favorite TVC

Spontaneous recall

The most favorite TVC

The favorite TVC

Idols and most-loved cartoon

Idols Cartoon

characters

Most-loved cartoon characters is of Japanese and Walt Disney. Image of Musical Princess and young Korean bands are teenagers’ idols.

CONTENTS


Entertainment behaviors


AT H

OM

E O

UT

OF

HO

ME

Favorite entertainment activities

Watching TV

Listening to music

Online

Chatting with family member at home

Reading book

Reading newspaper/magazine

Exercise

Handing out with friend

Eating out

Going to coffee/milk tea shop

Park walking

Supermaket

Going to the cinema

Going to music show

Shoping center


N = 300 N = 100 N = 100 N = 100

At home: The favorite entertainment activities mainly focus on high-tech products as watching TV, listening to music and surfing internet. Out of home : teenagers love to hanging out with friends or eating out or gathering drinking milk-tea.

TOTAL 10 - 15 Yrs old

16 - 19 Yrs old Male Female

N = 300 N=150 N=150 N=150 N=150HOME ENTERTAIN

Watching TV 98 99 96 98 97Listening to music 93 93 94 90 97

Online 84 84 84 73 95Chatting with family member at home 69 66 73 69 69

Reading book 63 63 63 69 57Reading newspaper/Magazine 50 46 55 46 55

Exercise 44 54 35 45 43OUTSIDE ENTERTAIN

Hand out with friend 92 91 92 85 98Eating out 87 87 87 85 88

Going coffee/milk tea shop 79 74 85 69 89Park walking 57 57 57 65 49Supermarket 54 44 64 57 51

Going to the cinema 47 43 51 28 66Shopping center 19 13 25 17 20

The differentiation in choosing entertainment activities according

In each period time of growing, teenagers tend to choose different kinds of entertainment activities. In the age of 16-19, they prefer listening music than watching TV. They like talking to family members and reading newspaper more than the age of 10-15. For outside entertainment, teenagers of the age 16-19 love going to cinema, shopping or having coffee or milk-tea more than the age of 10-15.

Whom teenagers often go with?

FAMILY

FRIEND

Going to cinema or stage

Going to theatre

Going to coffee/ milk-tea

shop

Going around

Going to park

Eating out

Shopping at super market

Shopping at department

store

Travelling

Visiting friends or relatives

Teenagers love to do with friends for such the popular entertainment activities as going to cinema/ theatre, eating out etc… While they tend to go with their families for travelling or shopping which require much expenditure

Friends Family Sisters/ Brothers Alone

N = 260 88 5 18 1N = 212 76 9 16 9N = 187 73 13 14 1N = 279 71 22 31 5N = 220 69 16 22 5N = 286 57 15 27 13N = 113 54 20 27 0N = 216 21 54 39 5N = 134 19 63 31 2N = 123 16 57 33 0Shopping at department store

(TOTAL)

Going to coffee/ tea shopGoing around

Going to cinemaEating out

Park walking Visiting relatives/ friends

Going to Music show Shopping at Super Market

Travelling

Favorite Food outlet


Road-side food shop

Indoor foodshop

School Canteen

Fast-food store

Restaurant N = 279 N = 82 N = 100 N = 97

N = 134 N = 53 N = 56 N = 25

Fast-food restaurant

Eating on road-side is one of the most favorite food outlet that teenagers’ prefer across 3 big cities. Especially, teenagers in HCMC prefer the fast food more than others cities. KFC is one of the first choice in fast food restaurant because of wide distribution in key cities.

Time for studying

11

89

25

75

4

96

5

95


N = 300 N = 100 N = 100 N = 100

Due to the rushing and bustling of urban life, especially in HCMC, there are many families are busy with their own business. Hence, most of them can not have enough time for taking care their children, to pick-up their children after school. Thus, the rate of pupils who study full day in school is quite high in HCMC. This rate is higher than Hanoi and Danang.

Half a day

Full day

Holidays behavior


Summer time

MEANS Total months of rest on a

holiday season 1.94 1.99 1.55 2.28

N = 300 N = 100 N = 100 N = 100

HCMC teenagers take summer holidays nearly 2 months, while HN teenagers only take summer holidays around 1.5 month. The remain time of the holiday, they may attend extra-class. In particular, DN teenagers take summer holidays nearly 2.5 months.

Favorite activities in summer holidays

Most of teenagers are often handing out with friends, taking trips, attending foreign languages class or studying elective class during the summer time. There is no significant difference between these cities or gender or age group.

TOTAL HCMC HN DN Male Female 10 - 15 Yrs old

16 - 19 Yrs old

N=300 N=100 N=100 N=100 N=100 N=100 N=150 N=150Handing out with friends 72 64 76 75 68 75 67 77

Studying foreign languages 56 59 58 50 57 55 57 55Going to coffee/milk tea shop 49 41 54 53 45 53 38 61

Studying elective subject 46 37 49 52 51 41 54 38Travelling 38 30 66 17 37 38 34 41

Singing karaokeo 31 20 27 45 28 33 19 42Hometown visit 23 19 25 25 21 25 23 23

Review studying in school 15 10 35 1 21 9 20 11Studying computer 14 17 20 6 13 15 14 15

Studying social course 13 6 21 12 16 10 17 9Joining social activities 13 24 8 8 11 15 14 13

Sport 10 10 13 6 13 7 11 8Joining aptitude course 3 2 4 4 3 4 5 1

HOLIDAYS ACTIVITIES

CONTENTS




Monthly Expenditures


Total Expenditure (VND)/ month (Means score) 939,683 1,135,500 956,350 727,200

MALE FEMALE 10-15 16-19 t16 – 19 Yrs Old Total Expenditure (VND)/ month

(Means score) 933,033 946,333 713,033 1,166,333

N = 300 N = 100 N = 100 N = 100

N = 150 N = 150 N = 150 N = 150

Rate: %

Teenagers often spend average 930,000 per month. Teenagers in HCMC spends more than Hanoi & Danang. The age group 16-19 spend more than the younger group (10-15). The expenditure mainly focus on studying, eating & entertainment. There is no significant difference across 3 key cites & gender.

Rate: %

Studying

Entertainment

Eating

Shopping

Other

Studying

Entertainment

Eating

Shopping

Other

The role in decision making & purchasing

Based on total respondents N = 300

TOTAL

Most of expenditures spend for eating & entertainment, they are the key decision maker & purchasers. Regarding the technology products and studying course, teenagers tend to ask advices from others. This finding helps marketers define target customers and influencers, so that having a right communication channel

5 18

11

31 21

1 11

13

13

7

3

2

2

11

16

20

5

7

6

5

24

34 14

17

12

13

31

28

18 17

35

28

30

61

26 14 18

25 19 28

I am decision maker for both choosing andpurchasing goods/services

I will purchase whatever products/services I like

I consider some others ideas but I am still thefinal decision maker

My family members will buy the products/servicesaccording to my choice

I am not the decision maker of choosing andpurchasing any goods/services

Don't know

Aware & influence sources in decision making

TVC Recommendation from friends

POSM Seller/ PG

Recommendation from relatives Sample

Internet Banner/Flyer

Print Ad

Outdoor advertising Bus/ Bus station

Supermarket Frame/LCD Frame/ LCD at cinema

Frame/ LCD at building Exhibition


N = 300 N = 100 N = 100 N = 100

Based on total respondents

As the above mention, teenagers are often watching TV. Hence, they mainly get awareness on the new products/ information from TV/ TVC. In addition, WOM from friends is also an important source.

Influence Aware

CONTENTS




N = 300 N = 100 N = 100 N = 100

HBO

VTV3

Star Movie

Yeah 1

Yan TV

VTV1

Cinemax

Disney Channel

HTV3

HTV7

Cartoon Network


Channel TV

Yeah 1 TV channel is the most popular channel for HCMC teenagers, this rate is quite less rating in HN & DN, because it’s not a national channel. HN and DN teenagers usually watch VTV3, it dominates over HCMC.

Films

Music

Cartoon

Game show

News

TVC

Play

Reality Show

Program about natural world

Talk show

Sport

Television magazine program

Document film

TOTAL HCMC

N = 300 N = 100 N = 100 N = 100

TV programs

Most of teenagers like entertainment channels such as films, music, cartoon… In particular, HN & DN prefer to watch game show, but it’s low rate in HCMC. It seems HCMC is one of areas that there are multiple outside entertainment places. Hence, they spend less time for watching TV.

HA NOI DA NANG

Based on all respondents

N = 203 N = 63 N = 97 N = 43

TOTAL HCMC

Newspaper/ magazines most often reading

Hoa Hoc Tro

Tuoi tre cuoi

2! Hoa hoc tro

Muc tim

Tuoi tre

Tiep thi gia dinh

Thanh nien

Hoa hoc tro

Thoi trang tre

The thao van hoa

Hoa Hoc Tro is the top magazine across 3 cities. In particular, teenagers in HCMC prefer to read Muc Tim because it’s published from HCM. While, teenagers in Hanoi read 2! Hoa hoc tro more than HCMC & Da Nang

HA NOI DA NANG

Funny story

Japanese comic book

Vietnamese comic book

Reference book

Short story

Fairy tale

Science book

Literary novel

Swashbuckler

Historical novel


N = 234 N = 77 N = 100 N = 57

TOTAL HCMC

Favorite books

Japanese comic books is rated as the top reading books across 3 cities. At the current, more & more teenagers like to read Vietnamese comic books. This is a good signal for Vietnamese comic books.

HA NOI DA NANG

TOTAL HCMC

N = 261 N = 86 N = 98 N = 77

Purpose of using internet

Listening to music

Playing game

Connecting with friends by social networks

Reading/ update news

Studying

Online shopping

Most of teenagers surf internet mainly for entertainment. Listening to music, playing online games and chatting/making friends get the highest rate. In particular, HN teenagers surf internet for the main reasons that are reading news and getting more information. They tend to get information more than entertainment.

HA NOI DA NANG


TOTAL HCMC

N = 261 N = 86 N = 98 N = 77

Websites

Google.com.vn

Yahoo.com/ Yahoo.com.vn

Zing.vn

Youtube.com

Facebook.com

Nhaccuatui.com

Kenh14.vn

Vnexpress.net

24h.com.vn

Dantri.com.vn

Trochoiviet.com

Nhac.vui.vn

Ngoisao.net

Correlation in the purpose of using the internet of teenagers, the popular websites are also a group of searching, music or making friends on social network. Top 5 of the most popular websites such as Google, Yahoo, Zing, Youtube & Facebook are not significant difference in rating across 3 cities

HA NOI DA NANG

SUMMARY

HCMC Teenager portrait Style I like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.

Entertainment My main activities are studying and entertainment. For relaxing, I like watching TV, Eating out, going for coffee/milk tea. I like Fast-food and used to enjoy so many famous brands of fast-food.

Music and idol I like Vietnamese song and European-US song. When watching TV, I like music channel, especially Yeah 1 and Yan TV Channel

Studying We take summer holidays in nearly 2 months, other rest time we use it for reviewing of studying and joining aptitude course

Expenditure habits The average amount of teenagers monthly expenditure is around 1,000,000 – 1,100,000 VND (based on ABCD class). Almost our expenditures are decided ourselves except choosing learning course or buying high value product as high-tech product.

Communication I like watching TVC, especially funny TVC or TVC with nice music. I tend to purchase something as the impaction of TVC and friends suggestions.

Online – Reading habits I am online for listening to music and playing game I like Muc Tim and Hoa Hoc Tro newspaper

HN Teenager portrait Studying We just take summer holidays in nearly 1.5 months, other rest time we use it for review studying and joining aptitude course

Online – Reading habits I am online for reading news and listening to music I like Hoa Hoc Tro Newspaper

Style I like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.

Music and idol I like Vietnamese song and Asian song, especially I love Korean music band

Expenditure habits The average amount of teenagers monthly expenditure is around 950,000 VND. Almost our expenditures are decided ourselves except choosing learning course or high value product as high-tech product.

Entertainment My main activities are studying and entertainment. For relaxing, I like watching TV, Eating out, going for coffee/milk tea. I like watching film on HBO channel and also like game show very much.


DN Teenager portrait

Music and Idol I like Vietnamese song and Asian song, especially I love Korean music band

Online – Reading habits I am online for the main purpose of reading newspaper and listening to music I like Hoa Hoc Tro and Muc Tim Newspaper

Studying We take summer holidays in nearly 2.5 months, longer than both HN and HCM

Expenditure habits The average amount of teenagers monthly expenditure is around 730,000 VND. Almost our expenditures are decided ourselves except choosing high value product as high-tech product.


Entertainment My main activities are studying and entertainment. For relaxing, I like eating out. I am not using Fast-food much, but the most using is KFC I like watching film on HBO channel and also like game show very much.

Style I like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.

SUMMARY Teen is in the age which have many changes in physiological because it is in the interspace of

Kids and young adults. In this period of life, teenager begin to have the difference views of life

and everything happen around them. Thus this changes impact on their mind of perceiving the

information, life activities, entertainments and behaviors as well. This research provides us an

overview of a teenager portrait:

Life activities:

‒ Most of teenager’s activities related to Studying and Entertainment. These two activities occupy the highest concentration of teenagers.

The sphere of teenager’s social connection seems just limit in School and Family. These connection sphere can be group into two channel: Normal society and online society, which is chosen as most favorite entertain channel. From this view, marketers can take advantages of using digital tools for their marketing campaign.

Teenager traits:

‒ They are the objectives of innovative behavior with early acceptance of change and adoption of innovation, especially in accepting the trendy of music, fashion, sport and cuisine.

‒ They have the need for uniqueness with the tendency to present their personalities through showing off their differentiation and style in their appearance and their aptitude.

Help marketers to develop their products be more appropriate with teenager desires.

SUMMARY Expenditure

‒ Because of still depending on their parents in financial aspect, thus teenagers tend to choose the product which is appropriate with their style and financial abilities, they will choose the products with reasonable price instead of a premium branded products. And the expenditure mainly focus on studying, and eating rather than shopping.

Producing the premium product for teenagers is really a challenge for the producer because of their habits in choosing brand or product. This result shows that teenagers care much on eating out that it could be explained many franchises on fast food & beverage are successful is this segment.

Entertainment

‒ Teenagers prefer meeting friends and relaxing by using high-tech machine and online.

Teenagers is one of attractive target in technology and innovation products. In addition, the tendency of using internet is growing fast in recently, thus it is a remarkable points for marketer to consider the digital marketing activities for teenagers.

Communication

Teenagers seem are visualizers than verbalizers. Thus, the key message to teenagers should be fun, young & easy to understand.

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viettrack - jan2012

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