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• • • • • • • • • nielsen
Understanding the online behaviors of Vietnamese consumers during Lunar New Year
' I ' •• • • • • •••
• ••• •
• •• •
• • ••• •
• 3 8 2
26 20 32
33 39 38
36 41 39
36 43 42
68 69 69
Pupils/Students White collars Parents with kids •
5
25
36
39
40
68
Total
Others
Goods is more expensive
I will join more outdoor activities
I am interested in Tet shows programs
I expect more meaningful activities
I feel happy and excited
I really like to prepare forTet 62 62 62 59
The only chance that I can spend 59 62 55 61 time with family
I want to do more things together 57 58 56 57 with my family
I like to eat home-made foods 47 48 48 45
People feel very excited when Tet comes and enjoy preparing forTet with family. They also consider Tet is the only chance to spend more time with family.
Thoughts about Tet
Want more Tet stickers Ask friends/family to hang out
Would send new year wishes to others
88% 72% 92%
Expectations MESSAGING
are used by 75% users to send to their friends
Stickers/ Emoticons
is the most common format used to communicate in Tet by 90%online users
Text Message
6
16
18
27
67 73
71 74
80 84
6
23
24
33
83
Parents with kids Pupils/Students White collars • Total
Others
Vote for TV shows
Play lucky games
Share photos
Go shopping online
Chat with family and friends
Ask to go out
Send New Year wishes
Messaging intentions Key intentions forTet messaging are sending wishes and chatting with family/friends
Pupils/Students White collars Parents with kids •
• Family/Relatives • Friends • Colleagues
Total
E-cards
Stickers/Emoticons
Video message
Voice message
Text message
During Tet. users send messages to communicate with friends and family members the most. They mostly send stickers/emoticons to friends
Types of message
Expect the app to provide more Tet albums/ songs
72%
Prefer to share Tet songs with friends and others
33% a
Expectations
Get Tet feeling through music
74%
Listen to music for entertainment
88%
Total • Parents with kids Pupils/Students White collars
Zing Mp3 866 85 90 85
Youtube
Nhaccuatui 539
Nhacvui.vn 24.3
Nhacso.net 19.1
Keeng.vn 79
Pandora 2.4 4 l 3
Spotify 15 2 1 1
Others 4 1 6 3
•
Top music applications Zing Mp3 app is used the most during Tet. following by Youtube
Total • Parents with kids Pupils/Students White collars
Entertainment purpose 0a 88 90 88
EnjoyTet atmosphere
Update Tet music
Listen while traveling
Share Tet songs to others
Update music trend
Follow music Idols
Others 2 1 3 1
•
Key purposes of listening to music are to entertain and to get the Tet feeling
Music application intentions
3
80
66
White collars Pupils/Students
82
3
Parents with kids
•
72
• Total
Others
Tel songs sharing
Song-gifting service
Discounts on high quality music
Updated new songs
More Tet albums
Tet albums /Tet songs are the most interesting contents. Pupils/students are still keen on getting the most updated songs during Tet.
Music application expectations
Traortional Tet food Tet Shopping intorrnatron
65%
Want to share news instantly
Prefer Tet-themed interface
62% 65%
Expectations
66%
Topics
Entertainment news
80%
TV channels
News sites [Zing News. VNexpress. Oantn .. .l
Social network sites [FB. Zalo. Google+ . .l
68%
NEWS
2
14
29
46 51
49
72 61
76 60
3
12
20
77
75
2
14
34
59
53
Parents with kids Pupils/Students White collars •
90
3
Total
Others
Radio
Prints
Online TV
Friends/Relatives
TV
News sites (ZingNews. VnExpress. Dantri .... )
Social networks (Facebook. Zaic. Google+. Twitter]
Users get almost updated news from social networks than news sites
News channels
3
24
46
56
54
56
IlO
20
30
45
46
58
60
Pupils/Students White collars
2 6
27 23
49 40
58 51
60 51
57 57
84 80
Parents with kids • Total
Others
Volunteer activities
Domestic/Oversea travels
Promotions/Offers
Tet fashion
Local restaurants
Tet shopping
Tet food/ tradition
Entertainment
Types of news Entertainment news is sought after the most. following by food/tradition information
Tet traditional actrvities 8 food
64%
Like nice E:t user-friendly interface
Videos about Tet spirits Tet comedies
71% 83%
Topics
Expect to update Tet contents
63% 55%
Expectations 0 0 G
VIDEO/CLIPS
Total • Parents with kids Pupils/Students White collars
Youtube 93 93 94 92
Face book 50 49
Zing TV 47 45
24hVideo 22 16
FPTPlay 17 14
HDViet 16 13
Vietnam TV 15 4 10
MyTVNet 12 3 9
Bong Ngo 3 6 2 4
Others 8 8 ]] 6
•
Youtube is still the most preferred app for online video/clips. Zing TV takes the 2nd position. with preference among female audiences.
Online video/clips applications
3
26
29
31
34
59
56
63
68
75
81
White collars
85
5
24
29
50
60
52
56
Pupils/Students
1
32
34
33
42
63
59
68
71
79
84
Parents with kids
83
•
4
Total
Others
Tet promotions/offers
Tet programs in other countries
Foreign films/songs
Live streaming/liveshow
Tet music shows
Short Tet movies
Family bonding
Tet tradition/ foods
Tet spirit
Tet comedies
Users prefer Tet comedies. following behind is video of Tet spirits. Among pupils/ students. they also love shortTet movies during this festive season.
Types of video/clips
82%
want to listen to more Tet albums/ songs
use for for Tet atmosphere
like Tel inspired videos preferTet-therned interface & news-sharing function
preferTet comedies want more entertainment news
view videos via a get news pieces from social networks
Video News
42% use Tablet more often in Tet
use for entertainment purposes
hsten to music from a hsten to music from e Music
-'~·
PARENTS WITH KIDS
"Feel happy and excited about Tet!'
67%use Smartphone more
often in Tet
.. 11%
69%
send Video message to Family
share pictures when messaging
will send New year wishes to others
use C"':. often during Tet
chat 0 often dunng Tet
Messaging
79% text to friends whilst watching favourite programs on other screens
usage time [mobile/tablet/pc]
hrs/day 5.71
•
tttttii. Tl% use multiscreen while using their smartphone
often use Group Chat with friend
81% will send stickers/ emoticons to friends
81% hke short Tet films prefer to get the latest updated/ hot songs text family & friends to hang out
90% preferTet comedies for entertainment purposes will send New year wishes to others
81% view videos via a want more entertainment news far ahead from a use C"':. often during Tet
view videos via f) get news pieces from social platforms use G) for their music enjoyment use 0 often during Tet
Video News Music Messaging
17% use Tablet more often in Tet ••
PUPILS/STUDENTS
8 out of 10 texts whilst watching favourite programs on other screens
"Feel happy and excited about Tet!'
usage time [mobile/tablet/pc]
37%use Smartphone more
often in Tet
• •
• iiitii 4.93 60% use multiscreen alongside their smartphones
.. 11%
69% hrs/day
37%
send E-cards to business partners
54%
send stickers to colleagues
80% 80%
want to listen to more Tet albums/songs chat with friends/ relatives
88% 96%
like Tet inspired videos prefer news-sharing function use tor entertainment purposes will send New year wishes to others
80% 73% 87%
preterTet comedies want news about entertainment news listen to music from a use C"':. often during Tet
93% 82%
view videos via a get news pieces from social networkS listen to music from e chat 0 often during Tet
Video News Music Messaging
WHITE COLLARS 36% use Tablet
more often in Tet
"Feel happy and excited about Tet!"
usage time [mobile/tablet/pc] 80% text to friends whilst watching
favourite programs on other screens
• 58%use Smartphone more
often in Tet
hrs/day
.. 1196
68% 5.82 71% use multiscreen alongside their smartphones
57
61
59
68
33
36
36
45
White collars
39
41
43
48
56 58
55 62
62 62
69 69
Pupils/Students
38
39
42
48
Parents with kids
47
57
59
62
68
36
39
40
• Total
Promotion goods
Tet travels
Precious Tet activities (planting. worshiping .. .)
Nice music/theme song
Short ads. useful information
Tet's fine cuisine
Funny commercials
Meaningful stories [family, life. tradition .. .)
Meaningful Ads. express life/ family values. are the most favorite in Tet.
Types of wanted advertisements
People in three groups enjoy messaging while watching TV.
Parents with young kids use multi-screens the most (77%)
compared to Pupils/Students (61%) & White Collars (71%)
73% want Meaningful Ads during Tet. Funny commercials is also in
demand with 70010
Parents with kids have the high est increase in usage smart
phone during Tet (67%)
Key summary points
42% above 15 M VND 31% from 75 -14 99 M VND 25% from 3.5 - 7.49 M VND
25-34 (71%)
35-45 (29%) 47/53 White Collars
[n=400)
37% below 3 M VND 36% from 3 - 749 M VND
17% 7.5 -14.99 M VND ll% above 15 M VNO
15-24 50/50 Pupils/Students (n=400)
Total (n=lOOO) Male/Female Age Group Mothly household income
15-24 (4%) 51% above 15 M VNO 32% from 75 -14.99 M VND Parent with kids 25-34 (54%) 48/52 ll% from 4.5- 7.5 M VND [n=200) 35-45 (41%) 6% below 4.5 M VND
SAMPLE SUMMARY
Newspaper/Magazines. and Live Streaming are used mostly by older age group (35 - 45).
Tet shopping promotions are highly demanded by older age group while younger age group likes entertainment news.
Tet-themed comedies & spirits topics are the main entertaining demand in Tet.
Parents with kids & White Collars use ZingTV & 24hVideo while Pupils/Students choose Youtube & Face book.
Online TV, as such channels News
Youtube is the most favorite app for watching Video/Clip.
Social network rs widely used as source of news during Tet.
Tet Shopping info & Entertainment news are in high demand.
- a -- ..... ..... -- ..... a ..... -- ..... -- ..... --
Zing Mp3 is the most used music apps and Youtube 1s closely followed during Tet.
People prefer more Tet album for entertainment purposes & Tet atmosphere feeling.
The older age group [35 - 45) intends to use online music apps such as nhacso & nhacvui.
Facebook & Zalo share the 1st place as the most popular messaging apps with 84% each.
Zalo is most used by people from 25 - 34 years old.
Group age of 35 - 45 or group of monthly household income above 15 M rs the group send text to shop online the most. They also enjoy Tet shopping information. while the younger (15 - 24) prefer more Tet sticksrs/arnoticons in messaging apps.
KEY SUMMARY POINT