this report now

Research Objectives
 The primary objective of Mekong Delta Media Habits survey is to have a
deeper understanding about people living in this area in terms of their media
habit as well as lifestyle. This outcome could be used for the buying and selling
of advertising space in the press medium.
 Additionally the findings of this survey would help to sketch out the portrait of
Mekong Delta residents in urban and rural areas as well based on data of
demographic, media habit and shopping habit.
 MDMH is designed to enable users to:
•
Gain a comprehensive understanding of media habits
•
Understand the developments of different mediums
•
Explore changes in consumer behavior towards different mediums
•
Relate media habits to durable ownership and consumer’s goods consumption
•
Build viable media strategies
•
Enable full multimedia analysis and planning
P3
ProMind © 2012
Project Coverage and Sample Design
 The project covers 13 provinces in Mekong Delta as below:
MKD URBAN
MKD RURAL
210
390
32
28
Tien Giang
-
30
Ben Tre
-
30
Tra Vinh
-
30
Vinh Long
30
30
Dong Thap
30
30
An Giang
29
31
Kien Giang
-
30
Can Tho
-
30
Hau Giang
-
30
Soc Trang
30
30
Bac Lieu
30
30
Ca Mau
29
31
Total Sample (n=)
Long An
P4
ProMind © 2012
Methodology
What?
 A stratified multi-stage target sampling procedure was applied
for the survey.
 Face-to-face interview was applied based on pre-designed
How?
questionnaire.
 Target respondents:
Who?
 Male or female aged 15-50 years old living in targeted
provinces in Mekong Delta.
 SEC ABCDEF.
When?
 Fieldwork was completed in Q4/2011.
P5
ProMind © 2012
How Much Mekong Delta People Are
Aware Of & Perceiving
Advertising Tools?
Billboard, Banner, Leaflet: Top 3 Tools To Generate
Brand Awareness in MKD
Base: All Resp. (n=600)
Outdoor
billboard
70%
Phone
booth
Banner
59%
19%
ATM booth
Leaflet
20%
52%
LCD
monitor
Lightbox
39%
22%
Bus stop/
body
Loudspeaker
31%
Ref. Q18. Which of these advertising tools have you seen?
34%
P8
ProMind © 2012
Billboard, Banner, Leaflet: Top 3 Tools To Generate
Brand Awareness in MKD
Urban (n=210)
Rural (n=390)
83
Outdoor billboard
Banner
77
Leaflet
76
30
29
28
32
33
LCD
Phone booth
39
41
Bus stop/ Bus body
ATM booth
49
56
Lightbox
Loud speaker
63
15
29
15
23
Ref. Q18. Which of these advertising tools have you seen?
17
P9
ProMind © 2012
Ads on TV Enjoying; Others Irritating.
Base: All Resp. (n=600)
ATTITUDE t/w ADVERTISING TOOLS
20
68
81
77
82
Dislike
79
91
Like
80
32
Ad on
TV
Ad on
newspaper
19
19
23
Ad on
magazine
Ad on
radio
Ad
outdoor
Ref. Q19. How much you enjoy or do not enjoy these advertising tools?
21
9
P10
Ad on
internet
Ad on
game online
ProMind © 2012
Ads on TV Enjoying; Others Irritating.
Base: Rural (n=390)
Base: Urban (n=210)
Ad on
TV
78
Ad on
newspaper
Ad on
magazine
Ad on
radio
Ad
outdoor
39
21
61
17
87
29
71
37
15
63
6
P11
72
83
22
78
19
81
12
85
Ref. Q19. How much you enjoy or do not enjoy these advertising tools?
19
28
79
13
Ad on
internet
Ad on
game online
81
22
88
94
ProMind © 2012
TV Also A Reliable Source Beside ‘Relatives’
Recommendation’ (mainly driven by rural)
Base: All Resp. (n=600)
66
3.75
20
56
3.56
14
31
3.16
4
27
30
3.14
7
23
26
3.04
24
3.01
24
2.93
23
3.00
21
2.97
18
2.78
2
3
3
3
3
3
24
21
20
20
18
16
15
2.76
T2B (%)
Mean Scores
2
13
Strongly reliable
42
45
53
53
54
57
58
53
58
57
61
Reliable
Normal
Unreliable
33
27
4
3
8
3
12
4
10
7
11
11
7
7
Ref. Q39. How reliable are you toward each information source?
13
10
14
12
6
7
P12
16
16
14
12
Strongly unreliable
ProMind © 2012
TV Also A Reliable Source Beside ‘Relatives’
Recommendation’
Base: Urban (n=210)
4
3
17
28
5
16
1
2
3
30
25
25
1
15
1
3
19
17
1
11
42
50
55
60
52
53
60
48
57
62
48
Unreliable
26
4
3
12
3
12
8
12
13
3
Ref. Q39. How reliable are you toward each information source?
Reliable
Normal
40
9
4
Strongly reliable
8
5
12
18
16
14
21
13
8
P13
5
Strongly unreliable
16
ProMind © 2012
TV Also A Reliable Source Beside ‘Relatives’
Recommendation’
Base: Rural (n=390)
5
22
19
26
43
4
3
3
3
4
4
4
2
20
19
17
22
17
15
Strongly reliable
59
57
55
56
60
50
57
59
Reliable
Normal
Unreliable
Strongly unreliable
29
7
3
2
15
27
42
53
28
8
12
4
9
6
9
13
14
9
8
9
Ref. Q39. How reliable are you toward each information source?
9
5
P14
15
16
12
11
12
8
ProMind © 2012
Which
Entertainment
Fields & Artists Mekong
Delta People Prefer?
Music: Top Entertainment Field, Followed By
Reformative & Comedy Plays
Base: All Resp. (n=600)
Singer
47%
MUSIC
Composer
48%
1%
REFORMATION
COMEDY
SOCCER PLAYERS
MC
13%
10%
2%
1%
Ref. Q21b. Which artist and their entertainment field do you prefer the most?
P16
ProMind © 2012
Music Top Singers
Base: Those Who Prefer ‘Music’ The Most (n=284)
CẨM LY
Đ.V.HƯNG
11%
9%
ĐAN TRƯỜNG
MINH HẰNG
8%
6%
Ref. Q21b. Which singer do you prefer the most?
P17
ProMind © 2012
Music Top Singers (cont’d)
Base: Those Who Prefer ‘Music’ The Most (n=284)
LÂM
HÙNG
PHI
NHUNG
4%
3%
N.K.HUY
ĐÔNG NHI
3%
3%
Ref. Q21b. Which singer do you prefer the most?
P18
ProMind © 2012
Le Thuy: Most Favorite Reformative Actress
Base: Those Who Prefer ‘Reformative Plays’ The Most (n=79)
LỆ THỦY
THANH NGÂN
MINH VƯƠNG
VŨ LINH
24%
13%
11%
11%
Ref. Q21b. Which reformative artist do you prefer the most?
P19
ProMind © 2012
Hoai Linh: Most Favorite Comedy Actor
Base: Those Who Prefer ‘Comedy Plays’ The Most (n=61)
82%
Ref. Q21b. Which comedy artist do you prefer the most?
P20
Trung Dân
2%
Bảo Chung
2%
Nhật Cường
2%
Minh Nhí
2%
Minh Béo
2%
Anh Vũ
2%
Thành Nam
2%
Tấn Beo
2%
ProMind © 2012
TV
I
Radio
I
Prints
I
VCD/ DVD
I
Internet
I
Game online
For detailed findings or any
queries please feel free to
contact us at:
2nd Floor, Fonterra Bldg
38/6N Nguyen Van Troi St.,
Phu Nhuan Dist.,
Hochiminh City, Vietnam
T: (84-8) 3 997 1919
F: (84-8) 3 999 0126
E: [email protected]
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