viettrack 12012 (eng)
DESCRIPTION
•Market research report: Behaviors and Life-style of Teenagers\' •Market research report :Kham pha hanh vi va loi song do tuoi Teen 10 - 19 tuoiTRANSCRIPT
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
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 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 through the way of dressing
Dressing both trendy and personality
Trendy style
Dressing as the music idol or ac-tor/actress
Differentiation style
Just choosing premium & famous fashion 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
Series1
Spontaneous recall
The most favorite TVC
The favorite TVC
Idols and most-loved cartoon
IdolsCartoon
characters
Most-loved cartoon characters is of Japanese and Walt Disney.Image of Musical Princess and young Korean bands are teenagers’ idols.
CONTENTS
Habits and life-style
Entertainment behaviors
Expenditure and shopping
Communicative habits
AT H
OM
EO
UT O
F H
OM
EFavorite 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
TOTAL HCMC HA NOI DA NANG
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.
TOTAL10 - 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 atsuper 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
TOTAL HCMC HA NOI DA NANG
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
TOTAL HCMC HA NOI DA NANG
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
TOTAL HCMC HA NOI DA NANG
Summer time
3 months
2,5 months
2 months
1,5 month
1 month
Under 1 month
MEANSTotal 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 Female10 - 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
Habits and life-style
Entertainment behaviors
Expenditure and shopping
Communicative habits
Monthly Expenditures
TOTAL HCMC HA NOI DA NANG
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: %
StudyingEnter-tainmentEating
StudyingEnter-tainmentEating
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
SnackClothes
Studying course
High-tech product
F&B Shop
CinemaNewspaper/book
111
13
13
7
3
2
2
11
16
20
5
7
6
5
24
3414
17
12
13
31
28
1817
35
28
30
61
2614 18
2519
28
518
11
3121
I am decision maker for both choosing and purchasing goods/services
I will purchase whatever products/services I like
I consider some others ideas but I am still the final decision maker
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
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
TOTAL HCMC HA NOI DA NANG
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.
Series1Influence Aware
CONTENTS
Habits and life-style
Entertainment behaviors
Expenditure and shopping
Communicative habits
N = 300 N = 100 N = 100 N = 100
HBO
VTV3
Star Movie
Yeah 1
Yan TV
VTV1
Cinemax
Disney Channel
HTV3
HTV7
Cartoon Network
TOTAL HCMC HA NOI DA NANG
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 bookVietnamese comic
book
Reference book
Short story
Fairy tale
Science book
Literary novel
Swashbuckler
Historical novel
Based on all respondents
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
Based on all respondents
TOTAL HCMC
N = 261 N = 86 N = 98 N = 77
Websites
Google.com.vnYahoo.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 portraitStyleI like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.
EntertainmentMy 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 idolI like Vietnamese song and European-US song. When watching TV, I like music channel, especially Yeah 1 and Yan TV Channel
StudyingWe take summer holidays in nearly 2 months, other rest time we use it for reviewing of studying and joining aptitude courseExpenditure habitsThe 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 gameI like Muc Tim and Hoa Hoc Tro newspaper
HN Teenager portraitStudyingWe just take summer holidays in nearly 1.5 months, other rest time we use it for review studying and joining aptitude course
Online – Reading habitsI am online for reading news and listening to musicI like Hoa Hoc Tro Newspaper
StyleI like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.
Music and idolI like Vietnamese song and Asian song, especially I love Korean music band
Expenditure habitsThe 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.
EntertainmentMy 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.
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.
DN Teenager portrait
Music and IdolI like Vietnamese song and Asian song, especially I love Korean music band
Online – Reading habitsI am online for the main purpose of reading newspaper and listening to musicI like Hoa Hoc Tro and Muc Tim Newspaper
StudyingWe take summer holidays in nearly 2.5 months, longer than both HN and HCM
Expenditure habitsThe 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.
EntertainmentMy 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.
StyleI like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.
SUMMARYTeen 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.
SUMMARYExpenditure
‒ 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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