Marketing Research Association, USA The first agency in Vietnam certified 20252 by British Standards Institute
Market research top-line
HCMC
January 2012
HA NOI
DA NANG
Topic :
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.
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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 Habits and life-style
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 6:00 – 6:20
Surfing internet, playing games
Having breakfast 6:21 – 6:45
6:46 – 10:00
10:01 –10:30
Hanging out with family / friends
Having lunch
18:00 – 18:30
Hanging out with friends at milk-tea shop
12:30
Having dinner
10:31 –11:20
11:21 –11:45
Watching TV
Taking nap
12:00
Having lunch
Watching TV
15:00 – 16:00
17:00 – 18:00
Surfing internet, listening to music at home
Going to cinema, going around with friends 18:30 – 19:00
Watching TV, listening to music at home
19:00 – 21:00
21:00 - 22:00 Studying
22:00 – 23:00
23:00 Going to bed
Fashion style 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.
TOTAL
HCMC
HA NOI
DA NANG %
Expressing the personality through the way of dressing Dressing both trendy and personality Trendy style Dressing as the music idol or actor/actress Differentiation style Just choosing premium & famous fashion brand N = 300
N = 100
N = 100
N = 100
Personal style and favorite color 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
TOTAL
Simple dressed Neatly dressed Youthful style Cute style Korean style Personality style Vietnamese style Differentiation style Mordern style Dynamic style Formal style Elegant style Hiphop style Traditional style European style Chinese style N = 300
64 41 36 28 23 18 16 15 13 9 4 4 3 1 1 1
62 % 50 34 23 21 19 17 16 12 10 9 8
White Black Red Pink Yellow Green Blue Grey Orange Dard blue Brown Violet N= White Black Red Pink Yellow Green
Male 150
65 65 31 9 17 15
Female 150
60 % 36 36 38 24 23
Favorite 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.
MUSIC Vietnamese song Asean song Europen - US song Kid song Instrumental song Traditional song
Total HCMC HN N = 300 N = 100 N = 100 84 76 89 39 30 40 27 39 23 12 15 9 3 _ 7 2 _ 6
DN N=100 87 46 20 12 1 _
Favorite TVC & Reason of liking TOTAL
Top favorite TVC * * * *
Coca-cola Vinamilk – milking cow image Pepsi
Funny Cute cows Original and new advertising Stimulate customers to try/buy their products
* Nice song * Set off their brand names
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
N = 300 Spontaneous recall The most favorite TVC The favorite TVC
* * * * * *
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
Idols and most-loved cartoon Most-loved cartoon characters is of Japanese and Walt Disney. Image of Musical Princess and young Korean bands are teenagers’ idols.
Cartoon characters
Idols
CONTENTS Habits and life-style
Entertainment behaviors
Expenditure and shopping
Communicative habits
Favorite entertainment activities 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
HCMC
HA NOI
DA NANG
Watching TV AT HOME
Listening to music Online Chatting with family member at home Reading book Reading newspaper/magazine Exercise
OUT OF HOME
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
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 milktea more than the age of 10-15.
HOME ENTERTAIN Watching TV Listening to music Online Chatting with family member at home Reading book Reading newspaper/Magazine Exercise OUTSIDE ENTERTAIN Hand out with friend Eating out Going coffee/milk tea shop Park walking Supermarket Going to the cinema Shopping center
TOTAL
10 - 15 Yrs old
16 - 19 Yrs old
Male
Female
N = 300
N=150
N=150
N=150
N=150
98 93 84 69 63 50 44
99 93 84 66 63 46 54
96 94 84 73 63 55 35
98 90 73 69 69 46 45
97 97 95 69 57 55 43
92 87 79 57 54 47 19
91 87 74 57 44 43 13
92 87 85 57 64 51 25
85 85 69 65 57 28 17
98 88 89 49 51 66 20
Whom teenagers often go with? 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
Going to theatre
FAMILY Shopping at super market
FRIEND
Shopping at department store
(TOTAL) N N N N N N N N N N
= = = = = = = = = =
260 Going to coffee/ tea shop 212 Going around 187 Going to cinema 279 Eating out 220 Park walking 286 Visiting relatives/ friends 113 Going to Music show 216 Shopping at Super Market 134 Travelling 123 Shopping at department store
Going to coffee/ milk-tea shop
Eating out
Travelling
Going to cinema or stage
Going around
Going to park
Friends
Family
Sisters/ Brothers
Alone
88 76 73 71 69 57 54 21 19 16
5 9 13 22 16 15 20 54 63 57
18 16 14 31 22 27 27 39 31 33
1 9 1 5 5 13 0 5 2 0
Visiting friends or relatives
Favorite Food outlet 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.
TOTAL
HCMC
N = 279
N = 82
HA NOI
DA NANG
Road-side food shop Indoor foodshop School Canteen Fast-food store Restaurant N = 100
N = 97
Fast-food restaurant
N = 134
N = 53
N = 56
N = 25
Time for studying 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.
TOTAL
89
11 N = 300
HCMC
HA NOI
DA NANG
75 96
95
Half a day
4
5
Full day
25
N = 100
N = 100
N = 100
Holidays behavior 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.
MEANS Total months of rest on a holiday season
TOTAL 1.94
HCMC 1.99
HA NOI 1.55
DA NANG 2.28
Summer time
N = 300
N = 100
N = 100
N = 100
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.
HOLIDAYS ACTIVITIES
Handing out with friends Studying foreign languages Going to coffee/milk tea shop Studying elective subject Travelling Singing karaokeo Hometown visit Review studying in school Studying computer Studying social course Joining social activities Sport Joining aptitude course
10 - 15 16 - 19 Yrs old Yrs old N=300 N=100 N=100 N=100 N=100 N=100 N=150 N=150
TOTAL HCMC
72 56 49 46 38 31 23 15 14 13 13 10 3
64 59 41 37 30 20 19 10 17 6 24 10 2
HN
76 58 54 49 66 27 25 35 20 21 8 13 4
DN
75 50 53 52 17 45 25 1 6 12 8 6 4
Male
68 57 45 51 37 28 21 21 13 16 11 13 3
Female
75 55 53 41 38 33 25 9 15 10 15 7 4
67 57 38 54 34 19 23 20 14 17 14 11 5
77 55 61 38 41 42 23 11 15 9 13 8 1
CONTENTS Habits and life-style
Entertainment behaviors
Expenditure and shopping
Communicative habits
Monthly Expenditures 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.
TOTAL Total Expenditure (VND)/ month (Means score)
939,683
HCMC
HA NOI
DA NANG
1,135,500
956,350
727,200
Studying Entertainment Eating Shopping
N = 300
N = 100
N = 100
N = 100
Other Rate: % Total Expenditure (VND)/ month (Means score)
MALE 933,033
FEMALE 946,333
10-15 713,033
16-19 t16 – 19 Yrs Old 1,166,333
Studying Entertainment Eating Shopping Other
N = 150 Rate: %
N = 150
N = 150
N = 150
The role in decision making & purchasing 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
TOTAL 14
I am decision maker for both choosing and purchasing goods/services
26 18
I will purchase whatever products/services I like
61
Don't know
14
35
28
24
17 16
31
13
11 13 11
30 12
20
5 21
19
17
34
My family members will buy the products/services according to my choice I am not the decision maker of choosing and purchasing any goods/services
25
28 28
I consider some others ideas but I am still the final decision maker
18
18
5
Based on total respondents N = 300
5 7 11
7 3
13 6 2
31
21
Aware & influence sources in decision making 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.
HCMC
TOTAL
HA NOI
DA NANG
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 Influence
N = 100 Aware
N = 100 Based on total respondents
CONTENTS Habits and life-style
Entertainment behaviors
Expenditure and shopping
Communicative habits
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.
TOTAL
HCMC
HA NOI
DA NANG
HBO VTV3 Star Movie Yeah 1 Yan TV VTV1 Cinemax Disney Channel HTV3 HTV7 Cartoon Network 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.
TOTAL
HCMC
HA NOI
DA NANG
Films Music Cartoon Game show News TVC Play Reality Show Program about natural world Talk show Sport Television magazine program Document film N = 300
N = 100
N = 100
N = 100
Newspaper/ magazines most often reading 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
TOTAL
HCMC
HA NOI
DA NANG
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 N = 203
N = 63
N = 97
N = 43 Based on all respondents
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.
HCMC
TOTAL
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 Based on all respondents
Purpose of using internet 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.
TOTAL
HCMC
HA NOI
DA NANG
Listening to music Playing game Connecting with friends by social networks Reading/ update news Studying Online shopping N = 261
N = 86
N = 98
N = 77
Websites 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
TOTAL
HCMC
HA NOI
DA NANG
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 N = 261
N = 86
N = 98
N = 77 Based on all respondents
SUMMARY
HCMC Teenager portrait Studying We take summer holidays in nearly 2 months, other rest time we use it for reviewing of studying and joining aptitude course
Style I like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.
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.
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 fastfood. 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
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
Style I like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.
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.
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.
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.
Music and idol I like Vietnamese song and Asian song, especially I love Korean music band Online – Reading habits I am online for reading news and listening to music I like Hoa Hoc Tro Newspaper
DN 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.
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.
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.
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.
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
Music and Idol I like Vietnamese song and Asian song, especially I love Korean music band
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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