Parents with kids

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'
I '
Understanding the online behaviors of Vietnamese
consumers during Lunar New Year
Lua Viet Media - IMC Agency
Email: [email protected]
Phone: 09.32.650.066
nielsen
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Thoughts about Tet
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.
Total
•
68
I feel happy and excited
I really like to prepare forTet
59
I want to do more things together
with my family
57
I like to eat home-made foods
58
48
I will join more outdoor activities
36
Goods is more expensive
25
2
•
55
61
56
57
45
43
36
39
41
36
38
39
32
5
59
48
42
39
68
62
62
40
I am interested in Tet shows
programs
White collars
69
62
47
I expect more meaningful activities
Pupils/Students
69
62
The only chance that I can spend
time with family
Others
Parents with kids
33
20
8
26
3
Text Message
is the most common format used to communicate
Tet by 90%online users
in
Stickers/ Emoticons
are used by 75% users to send to their friends
MESSAGING
Expectations
92%
Would send new year
wishes to others
72%
Ask friends/family
to hang out
88%
Want more Tet stickers
Messaging intentions
Key intentions forTet messaging are sending wishes and chatting with family/friends
Total
Send New Year wishes
•
Parents with kids
Pupils/Students
White collars
83
Chat with family and friends
84
80
Ask to go out
74
71
Share photos
73
67
Go shopping
online
27
33
Play lucky games
24
18
Vote for TV shows
23
16
Others
6
6
Types of message
During Tet. users send messages to communicate with friends and familymembers the most.
They mostly send stickers/emoticonsto friends
Total
Text message
Voice message
Video message
Stickers/Emoticons
E-cards
• Family/Relatives
•
Parents with kids
Pupils/Students
• Friends
White collars
• Colleagues
88%
74%
Listen to music for
entertainment
Get Tet feeling through
music
Expectations
a
33%
72%
Prefer to share Tet songs
with friends and others
Expect the app to provide
more Tet albums/ songs
Top music applications
Zing Mp3 app is used the most during Tet. following by Youtube
Total
•
Parents with kids
866
Zing Mp3
Pupils/Students
White collars
90
85
85
Youtube
Nhaccuatui
539
Nhacvui.vn
24.3
Nhacso.net
Keeng.vn
19.1
79
4
Pandora
2.4
Spotify
15
2
Others
4
1
•
l
3
1
1
6
3
Music application intentions
Key purposes of listening to music are to entertain and to get the Tet feeling
Total
•
Parents with kids
0a
Entertainment purpose
Pupils/Students
White collars
90
88
88
EnjoyTet atmosphere
Update Tet music
Listen while traveling
Share Tet songs to others
Update music trend
Follow music Idols
Others
1
2
•
3
1
Music application expectations
Tet albums /Tet songs are the most interesting contents.
Pupils/students
are still keen on getting the most updated songs during Tet.
Total
More Tet albums
•
Parents with kids
72
Pupils/Students
White collars
82
Updated new songs
80
66
Discounts on high quality music
Song-gifting
service
Tel songs sharing
Others
3
•
3
Expectations
NEWS
Social network sites
[FB. Zalo. Google+ ..l
News sites
[Zing News. VNexpress. Oantn .. .l
68%
65%
62%
Prefer Tet-themed
interface
Want to share news
instantly
TV channels
Topics
80%
66%
65%
Entertainment news
Tet Shopping intorrnatron
Traortional Tet food
News channels
Users get almost updated news from social networks than news sites
Total
Social networks
•
Parents with kids
White collars
90
(Facebook. Zaic. Google+. Twitter]
News sites
(ZingNews. VnExpress. Dantri .... )
TV
Friends/Relatives
75
60
77
61
76
72
49
53
Online TV
59
Prints
20
2
29
14
12
14
3
46
51
34
Radio
Others
Pupils/Students
3
2
Types of news
Entertainmentnews is sought after the most. following by food/traditioninformation
Total
•
Parents with kids
White collars
84
80
Entertainment
Pupils/Students
Tet shopping
Tet food/ tradition
60
Local restaurants
57
Tet fashion
51
Promotions/Offers
Domestic/Oversea travels
57
60
58
46
45
58
51
56
54
56
40
49
30
46
Volunteer activities
23
27
20
24
Others
6
2
IlO
3
VIDEO/CLIPS
Expectations
0
0
G
63%
55%
Expect to update Tet
contents
Like nice E:t user-friendly
interface
Topics
83%
71%
64%
Tet comedies
Videos about Tet spirits
Tet traditional actrvities 8
food
Online video/clips applications
Youtube is still the most preferred app for online video/clips.
Zing TV takes the 2nd position. with preference among female audiences.
Total
•
Parents with kids
Face book
White collars
94
93
93
Youtube
Pupils/Students
92
50
Zing TV
49
47
24hVideo
45
22
16
FPTPlay
17
14
HDViet
16
13
Vietnam TV
15
MyTVNet
Bong Ngo
Others
12
3
6
8
8
•
4
10
3
9
2
4
]]
6
Types of video/clips
Users prefer Tet comedies. following behind is video of Tet spirits.
Among pupils/ students. they also love shortTet movies during this festive season.
Total
•
Parents with kids
Pupils/Students
84
83
Tet comedies
Tet spirit
85
81
75
79
Tet tradition/ foods
71
Family bonding
68
Short Tet movies
56
33
Tet programs in other countries
34
Tet promotions/offers
32
4
1
56
50
42
Foreign films/songs
63
60
63
Live streaming/liveshow
68
52
59
Tet music shows
Others
White collars
59
34
29
31
24
29
26
5
3
..
11%
tttttii.
5.71
Tl% use multiscreen while using their
smartphone
69%
hrs/day
•
"Feel happy and excited
about Tet!'
usage time
79% text to friends whilst watching
favourite programs on other screens
67%use
Smartphone more
often in Tet
[mobile/tablet/pc]
42% use Tablet
more often in Tet
-'~·
PARENTS WITH KIDS
Messaging
chat
use
0
Music
often dunng Tet
C"':. often during
Tet
hsten to music from
hsten to music from
News
Video
e
get news pieces from social networks
view videos via
a
want more entertainment news
preferTet comedies
preferTet-therned interface & news-sharing function
like Tel inspired videos
will send New year wishes to others
use for entertainment purposes
share pictures when messaging
use for for Tet atmosphere
send Video message to Family
want to listen to more Tet albums/ songs
82%
a
..
11%
•
iiitii
4.93
60% use multiscreen alongside their
smartphones
•
69%
hrs/day
•
"Feel happy and excited
about Tet!'
usage time
8 out of 10 texts whilst watching
favourite programs on other screens
37%use
Smartphone more
often in Tet
[mobile/tablet/pc]
••
17% use Tablet more
often in Tet
PUPILS/STUDENTS
Messaging
use
0
use
C"':. often during
Music
often during Tet
Tet
use
G) for their music enjoyment
far ahead from
a
News
Video
get news pieces from social platforms
view videos via
f)
want more entertainment news
view videos via
a
81%
will send New year wishes to others
for entertainment purposes
preferTet comedies
90%
text family & friends to hang out
81%
will send stickers/ emoticons to friends
81%
often use Group Chat with friend
prefer to get the latest updated/ hot songs
hke short Tet films
..
1196
71% use multiscreen
smartphones
5.82
alongside their
68%
hrs/day
•
usage time
80% text to friends whilst watching
favourite programs on other screens
58%use
Smartphone more
often in Tet
"Feel happy and excited
about Tet!"
[mobile/tablet/pc]
36% use Tablet
more often in Tet
WHITE COLLARS
Messaging
chat
0
often during Tet
Music
listen to music from
82%
use
C"':. often during Tet
87%
will send New year wishes to others
96%
chat with friends/ relatives
80%
send stickers to colleagues
54%
send E-cards to business partners
37%
listen to music from
e
a
73%
use tor entertainment purposes
88%
want to listen to more Tet albums/songs
80%
News
Video
get news pieces from social networkS
view videos via
a
93%
want news about entertainment news
preterTet comedies
80%
prefer news-sharing function
like Tet inspired videos
Types of wanted advertisements
Meaningful Ads. express life/ family values. are the most favorite in Tet.
Total
•
68
Meaningful stories [family, life. tradition .. .)
Funny commercials
59
Short ads. useful information
57
Nice music/theme song
40
Tet travels
39
36
White collars
69
62
68
62
62
48
59
55
61
56
57
58
47
Precious Tet activities (planting.
worshiping .. .)
Pupils/Students
69
62
Tet's fine cuisine
Promotion goods
Parents with kids
48
45
43
36
39
41
36
38
39
42
33
SAMPLE SUMMARY
Total (n=lOOO)
Parent with kids
[n=200)
Pupils/Students
(n=400)
White Collars
[n=400)
Male/Female
Age Group
Mothly household income
48/52
15-24 (4%)
25-34 (54%)
35-45 (41%)
51% above 15 M VNO
32% from 75 -14.99 M VND
ll% from 4.5- 7.5 M VND
6% below 4.5 M VND
15-24
37% below 3 M VND
36% from 3 - 749 M VND
17% 7.5 -14.99 M VND
ll% above 15 M VNO
50/50
25-34 (71%)
47/53
35-45 (29%)
42% above 15 M VND
31% from 75 -14 99 M VND
25% from 3.5 - 7.49 M VND
Key summary points
People in three groups enjoy
messaging while watching TV.
Parents with kids have the highest increase in usage smartphone during Tet (67%)
73% want Meaningful Ads during
Tet. Funny commercials is also in
demand with 70010
Parents with young kids use
multi-screens the most (77%)
compared to Pupils/Students (61%) &
White Collars (71%)
KEY SUMMARY POINT
Facebook & Zalo share the 1st place as the most
popular messaging apps with 84% each.
Zing Mp3 is the most used music apps and Youtube 1s
closely followed during Tet.
Zalo is most used by people from 25 - 34 years old.
People prefer more Tet album for entertainment
purposes & Tet atmosphere feeling.
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.
-a.......... -..... -- a
.....
.....
.....
Social network
during Tet.
rs widely used as source of news
The older age group [35 - 45) intends to use online
music apps such as nhacso & nhacvui.
Youtube is the most favorite
Video/Clip.
app
for watching
Tet Shopping info & Entertainment news are in high
demand.
Tet-themed comedies & spirits topics are the main
entertaining demand in Tet.
News
channels
such
TV,
Online
as
Newspaper/Magazines. and Live Streaming are used
mostly by older age group (35 - 45).
Parents with kids & White Collars use ZingTV &
24hVideo while Pupils/Students choose Youtube &
Face book.
Tet shopping promotions are highly demanded by
older age group while younger age group likes
entertainment news.