Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.Vietnam Media behavior differences in South & North

Overview

16-19; 14%

20-24; 32%

25-29; 32%

30-34; 14%

35-44; 7%

Respondent profile (N=631)

It is always mentioned that the lifestyle between the South and North of Vietnam is different. This

report illustrates the media consumption behaviors and creative impression differences between South

and North

North; 47%South; 53%

Age Area

Media Consumption – Facebook / Internet

I do not use Facebook

Less than 30 minutes

31 - 60 min

61 - 90 min

91 - 120 min

2 - 3 hours

3 - 4 hours

4 - 5 hours

More than 5 hours

1%11%

33%

19%

11%

12%

6%

3%

5%

5%

17%

33%

14%

8%

7%

6%

3%

8%

Facebook

South North

Q: How many hours do you use internet / Facebook daily (SA)

I do not use Internet

Less than 30 minutes

31 - 60 min

61 - 90 min

91 - 120 min

2 - 3 hours

3 - 4 hours

4 - 5 hours

More than 5 hours

1%7%

33%

12%

10%

13%

9%

4%

11%

2%

13%

23%

12%

10%

13%

8%

4%

15%

Internet

South North

South has more people who spend very long hours on Internet and Facebook

Media Consumption – TV / Internet

Q: How many hours do you watch TV / Youtube daily (SA)

Time to spend on YouTube is longer in south than north

I do not have TV

I do not watch TV

Less than 30 minutes

31 - 60 min61 - 90 min

91 - 120 min

2 - 3 hours

3 - 4 hours

4 - 5 hours

More than 5 hours

6%

10%

26%

34%

13%

6%

5%

0%

0%

0%

7%

12%

21%

35%

9%

6%

5%

4%

0%

1%

TV

South North

I do not watch Youtube

Less than 30 minutes

31 - 60 min

61 - 90 min

91 - 120 min

2 - 3 hours

3 - 4 hours

4 - 5 hours

More than 5 hours

6%

29%

39%

13%

5%

5%

2%

1%

1%

5%

29%

31%

17%

7%

6%

2%

1%

2%

YouTube

South North

Survey overviewShow the 4 types of TVCF about Tet 2017 to see the reaction differences between South & North

https://www.youtube.com/watch?v=u6byVR1XhIg

https://www.youtube.com/watch?v=ywBgOedsCHE https://www.youtube.com/watch?v=69CwHzyTNmg

https://www.youtube.com/watch?v=mWMAzbDnHHw

Brand: Kinh Đô Brand: Nestlé

Brand: Downy Brand: Comfort

Creative evaluation comparisonSouth people evaluate the creative 11% more positive than North

people

North South8% 9%

12% 8%

47%39%

19%21%

14%23%

North South8% 5%

13%9%

43%36%

20%24%

17%26%

North South

12% 10%

12% 10%

46%41%

17%18%

13% 22%

North South

9% 10%10% 9%

40% 30%

25%20%

17%30%

Creative feedback: (1) Family - Heart warming

North South8% 9%

12% 8%

47%39%

19%21%

14%23%

Creative evaluation (out of 5)

Least interested Not interestedAverage InterestedVery interested

Happy

Heart w

arming

Excit

ing New

Origina

lOld

Not un

ique

Boring

Enco

uragin

gCorn

ySa

dFu

nny

Luxu

rious

None o

f the a

bove

Cheap

Disapp

ointin

g

Impression

Keywords

Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after watching TVCF (Up to 3)

Creative feedback: (2) Family - Fun

North South8% 5%

13%9%

43%36%

20%24%

17%26%

Creative evaluation (out of 5)

Least interested Not interestedAverage InterestedVery interested

Excit

ing

Heart w

arming

Happy New Old

Funn

y

Origina

l

Enco

uragin

g

Not un

ique

Boring

Luxu

rious

Corny

Disapp

ointin

gChe

ap

None o

f the a

bove Sa

d

Impression

Keywords

Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after watching TVCF (Up to 3)

Creative feedback: (3) Family – Emotional / Love

North South

12% 10%

12% 10%

46%41%

17%18%

13% 22%

Creative evaluation (out of 5)

Least interested Not interestedAverage InterestedVery interested

Excit

ing NewHap

py

Heart w

arming

Luxu

rious

Boring

Not un

ique

Enco

uragin

g OldCorn

y

Origina

lFu

nny

Sad

Cheap

Disapp

ointin

g

None o

f the a

bove

Impression

Keywords

Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after watching TVCF (Up to 3)

Creative feedback: (4) Family - Cute

North South

9% 10%10% 9%

40% 30%

25%20%

17%30%

Creative evaluation (out of 5)

Least interested Not interestedAverage InterestedVery interested

Excit

ing NewFu

nny

Happy

Heart w

arming

Boring

Enco

uragin

g Old

Not un

ique

Origina

l

Luxu

rious

Corny

Disapp

ointin

gChe

ap Sad

None o

f the a

bove

Impression

Keywords

Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after watching TVCF (Up to 3)

Summary• South has more people who spend very long hours on internet and

Facebook• Time to spend on YouTube is longer in south than north• South people evaluate the creative 11% more positive than North

people. • These evaluation differences are found despite that the respective

evaluation are not that difference. Thus, it could be simply that South people tend to express their opinion more positively while North people are more severe

• South people tend to react with the keyword of “happiness” while we see more ratio of North people choosing “exciting”.

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<9 10-14

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-

0% 1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6%

4%3%3%

47%

HCM Hanoi Can Tho Da NangHai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

Our Advantage: Direct Panel ManagementOur strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 180,000 members as of Nov, 2016Married Status Household income Smartphone ownership

Single; 72%

Married; 25%

Others; 3%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

<40M

26%

24%

14%

15%

9%

5%

3%

4%

Apple

Samsung

Nokia

LG

Asus

Sony

Others

Do not own

27%

25%

18%

8%

8%

6%

15%

18%

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