vietnamese media consumption differences in south and north
TRANSCRIPT
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%
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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