• • • • • • • • • 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