Marketing Research Association, USA The first agency in Vietnam certified 20252 by British Standards Institute

Market research top-line

January 2012

HCMC

HA NOI

DA NANG

Topic :

Behaviors and life-style of teenagers

Introducing
Viettrack is the news of FTA Research & Consultant, It is conducted base on a monthly research. It aims at delivering comments, evaluations and perceptions of respondents about present times economic situation as well as promotion campaigns or products to producers and marketers. It is expected to help them to have a deep understanding, thus offering better services to satisfy the unmet demand of consumers. Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR code of conduct.

Viettrack January 2012 :

Sample size: n = 300 HCMC = Hanoi = Danang = n = 100 Gender : Male, Female Economic class : ABCD Age : 10 19

TEEN

CONTENTS
Habits and life-style

Entertainment Behaviors

Expenditure and shopping

Communicative habits

CONTENTS
Habits and life-style

Entertainment behavior

Expenditure and shopping

Communicative habits

Schedule on working days

* 06:00: getting up, doing personal stuff * 06:30: having breakfast * 07:00 11:00: going to school * 11:30 12:00: having lunch * 12:15: having lunch * 13:00: taking nap, watching TV, surfing internet * 14:00: learning at foreign language center, taking extra-class at school * 17:00:hanging out with friends, going park, doing exercises * 18:00: taking extra-class * 18:00 18:30: having dinner * 18:21 19:00: watching TV * 19:00 20:00: studying * 20:01 20:30: surfing internet, playing games * 20:31: going to bed

Schedule on weekends

Personal stuff 6:00 6:20

Having breakfast 6:21 6:45 6:46 10:00 Hanging out with family / friends

Surfing internet, playing games 10:01 10:30 10:31 11:20 Watching TV

Having lunch

11:21 11:45

Having lunch 12:00

Taking nap 12:30

Hanging out with friends at milk-tea shop 15:00 16:00

Watching TV 17:00 18:00

Having dinner 18:00 18:30

Going to cinema, going around with friends 18:30 19:00 19:00 21:00 21:00 - 22:00 Studying

Surfing internet, listening to music at home 22:00 23:00 23:00 Going to bed

Watching TV, listening to music at home

Fashion style
Fashion-style is one of the way for teenagers to express themselves. Thus, most of them like dressing very trendy with their own style. Besides, it is very important to express themselves by the way they choose and mix clothes. Its almost alike to teenagers in 3 big cities in Vietnam.

TOTAL Expressing the personality through the way of dressing Dressing both trendy and personality Trendy style

HCMC

HA NOI

DA NANG %

Dressing as the music idol or actor/actress

Differentiation style Just choosing premium & famous fashion brand

N = 300

N = 100

N = 100

N = 100

Personal style and favorite color

At the current, Vietnamese teenagers are considered very active and up-to-date on music, fashion, technology trend It is shown on their clothes: simple, neat, teen and cute in 3 main colors : white, black, red. Korean style also affects on the ways that teenagers choose fashion style

TOTAL

Simple dressed Neatly dressed Youthful style Cute style Korean style Personality style Vietnamese style Differentiation style Mordern style Dynamic style Formal style Elegant style Hiphop style Traditional style European style Chinese style
N = 300

64 41 36 28 23 18 16 15 13 9 4 4 3 1 1 1

White Black Red Pink Yellow Green Blue Grey Orange Dard blue Brown Violet
N= White Black Red Pink Yellow Green
Male 150

62 % 50 34 23 21 19 17 16 12 10 9 8
Female 150

65 65 31 9 17 15

60 % 36 36 38 24 23

Favorite music
Vietnamese pop music is growing quickly and taking over most of teenagers in 3 big cities, and they choose it as their music trend. While HCMC teenagers like European-US music, HN & DN teenagers prefer to Asian music. The way they listen and accept those kinds of music reflects their life-style in each city.

MUSIC Vietnamese song Asean song Europen - US song Kid song Instrumental song Traditional song

Total HCMC HN N = 300 N = 100 N = 100 84 76 89 39 30 40 27 39 23 12 15 9 3 _ 7 2 _ 6

DN N=100 87 46 20 12 1 _

Favorite TVC & Reason of liking

TOTAL

Top favorite TVC

* Funny * Cute cows * Original and new advertising * Stimulate customers to try/buy their products * Nice song

Coca-cola Vinamilk milking cow image Pepsi C2 Tea Comfort Fabric Softener Gu Instant noodle Oreo Cookie Omo washing powder Nescafe Viet coffee Ngon Khoe nutri fruit milk Fami soy bean milk Vinacafe

* Set off their brand names

* Cute characters * Funny * Attractive images * Warming loving images

* Funny actors/actress
* Cute actors/actress * Beautiful images * Nice song * Gathering warming feelings * Funny * With famous idol singer * Attractive images

N = 300
Spontaneous recall The most favorite TVC The favorite TVC

* Impressive slogan

* Lively images
* Joyful feelings * Attractive shape of bottle * Express teenagers strength and style

Idols and most-loved cartoon

Most-loved cartoon characters is of Japanese and Walt Disney. Image of Musical Princess and young Korean bands are teenagers idols.

Cartoon characters

Idols

CONTENTS
Habits and life-style

Entertainment behaviors

Expenditure and shopping

Communicative habits

Favorite entertainment activities

At home: The favorite entertainment activities mainly focus on high-tech products as watching TV, listening to music and surfing internet. Out of home : teenagers love to hanging out with friends or eating out or gathering drinking milk-tea.
TOTAL Watching TV Listening to music AT HOME Online Chatting with family member at home Reading book Reading newspaper/magazine Exercise Handing out with friend OUT OF HOME Eating out Going to coffee/milk tea shop Park walking Supermaket Going to the cinema Going to music show Shoping center
N = 300 N = 100 N = 100 N = 100

HCMC

HA NOI

DA NANG

The differentiation in choosing entertainment activities according

In each period time of growing, teenagers tend to choose different kinds of entertainment activities. In the age of 16-19, they prefer listening music than watching TV. They like talking to family members and reading newspaper more than the age of 10-15. For outside entertainment, teenagers of the age 16-19 love going to cinema, shopping or having coffee or milktea more than the age of 10-15.
TOTAL 10 - 15 Yrs old 16 - 19 Yrs old Male Female

N = 300
HOME ENTERTAIN Watching TV Listening to music Online Chatting with family member at home Reading book Reading newspaper/Magazine Exercise OUTSIDE ENTERTAIN Hand out with friend Eating out Going coffee/milk tea shop Park walking Supermarket Going to the cinema Shopping center 98 93 84 69 63 50 44 92 87 79 57 54 47 19

N=150
99 93 84 66 63 46 54 91 87 74 57 44 43 13

N=150
96 94 84 73 63 55 35 92 87 85 57 64 51 25

N=150
98 90 73 69 69 46 45 85 85 69 65 57 28 17

N=150
97 97 95 69 57 55 43 98 88 89 49 51 66 20

Whom teenagers often go with?

Teenagers love to do with friends for such the popular entertainment activities as going to cinema/ theatre, eating out etc While they tend to go with their families for travelling or shopping which require much expenditure

FAMILY
Shopping at super market Shopping at department store

Going to theatre

Going to cinema or stage

FRIEND

Going to coffee/ milk-tea shop

Going around Visiting friends or relatives

Travelling

Eating out

Going to park

(TOTAL)

Friends 88 76 73 71 69 57 54 21 19 16

Family 5 9 13 22 16 15 20 54 63 57

Sisters/ Brothers 18 16 14 31 22 27 27 39 31 33

Alone 1 9 1 5 5 13 0 5 2 0

N N N N N N N N N N

= = = = = = = = = =

260 Going to coffee/ tea shop 212 Going around 187 Going to cinema 279 Eating out 220 Park walking 286 Visiting relatives/ friends 113 Going to Music show 216 Shopping at Super Market 134 Travelling 123 Shopping at department store

Favorite Food outlet

Eating on road-side is one of the most favorite food outlet that teenagers prefer across 3 big cities. Especially, teenagers in HCMC prefer the fast food more than others cities. KFC is one of the first choice in fast food restaurant because of wide distribution in key cities.
TOTAL HCMC HA NOI DA NANG

Road-side food shop Indoor foodshop School Canteen Fast-food store

Restaurant
N = 279 N = 82 N = 100 N = 97

Fast-food restaurant

N = 134

N = 53

N = 56

N = 25

Time for studying

Due to the rushing and bustling of urban life, especially in HCMC, there are many families are busy with their own business. Hence, most of them can not have enough time for taking care their children, to pick-up their children after school. Thus, the rate of pupils who study full day in school is quite high in HCMC. This rate is higher than Hanoi and Danang.

TOTAL

HCMC

HA NOI

DA NANG

89

75

96

95

Half a day

11
N = 300

25

4
N = 100

5
N = 100

Full day

N = 100

Holidays behavior
HCMC teenagers take summer holidays nearly 2 months, while HN teenagers only take summer holidays around 1.5 month. The remain time of the holiday, they may attend extra-class. In particular, DN teenagers take summer holidays nearly 2.5 months.

MEANS Total months of rest on a holiday season

TOTAL

HCMC

HA NOI

DA NANG

1.94

1.99

1.55

2.28

3 months 2,5 months

Summer time

2 months
1,5 month 1 month Under 1 month
N = 300 N = 100 N = 100 N = 100

Favorite activities in summer holidays

Most of teenagers are often handing out with friends, taking trips, attending foreign languages class or studying elective class during the summer time. There is no significant difference between these cities or gender or age group.

HOLIDAYS ACTIVITIES

TOTAL HCMC

10 - 15 16 - 19 Yrs old Yrs old N=300 N=100 N=100 N=100 N=100 N=100 N=150 N=150 HN DN Male Female

Handing out with friends Studying foreign languages Going to coffee/milk tea shop Studying elective subject Travelling Singing karaokeo Hometown visit Review studying in school Studying computer Studying social course Joining social activities Sport Joining aptitude course

72 56 49 46 38 31 23 15 14 13 13 10 3

64 59 41 37 30 20 19 10 17 6 24 10 2

76 58 54 49 66 27 25 35 20 21 8 13 4

75 50 53 52 17 45 25 1 6 12 8 6 4

68 57 45 51 37 28 21 21 13 16 11 13 3

75 55 53 41 38 33 25 9 15 10 15 7 4

67 57 38 54 34 19 23 20 14 17 14 11 5

77 55 61 38 41 42 23 11 15 9 13 8 1

CONTENTS
Habits and life-style

Entertainment behaviors

Expenditure and shopping

Communicative habits

Monthly Expenditures
Teenagers often spend average 930,000 per month. Teenagers in HCMC spends more than Hanoi & Danang. The age group 16-19 spend more than the younger group (10-15). The expenditure mainly focus on studying, eating & entertainment. There is no significant difference across 3 key cites & gender.

TOTAL
Total Expenditure (VND)/ month (Means score) 939,683

HCMC
1,135,500

HA NOI
956,350

DA NANG
727,200

Studying Entertainment Eating Shopping Other Rate: %

Total Expenditure (VND)/ month (Means score)

N = 300
MALE
933,033

N = 100
FEMALE
946,333

N = 100
10-15
713,033

N = 100
16-19 t16 19 Yrs Old 1,166,333

Studying Entertainment Eating Shopping

Other

N = 150
Rate: %

N = 150

N = 150

N = 150

The role in decision making & purchasing

Most of expenditures spend for eating & entertainment, they are the key decision maker & purchasers. Regarding the technology products and studying course, teenagers tend to ask advices from others. This finding helps marketers define target customers and influencers, so that having a right communication channel

TOTAL
I am decision maker for both choosing and purchasing goods/services I will purchase whatever products/services I like

26 61 28

14 18

18 17

25

19

28

28 14 34 20 24 35 12 17 13 18 5 7 11 7 3 13 6 2 30

I consider some others ideas but I am still the final decision maker My family members will buy the products/services according to my choice I am not the decision maker of choosing and purchasing any goods/services Don't know

31 11 5 21 11

16 13 5

31

21

Based on total respondents N = 300

Aware & influence sources in decision making

As the above mention, teenagers are often watching TV. Hence, they mainly get awareness on the new products/ information from TV/ TVC. In addition, WOM from friends is also an important source.

TOTAL

HCMC

HA NOI

DA NANG

TVC Recommendation from friends POSM Seller/ PG Sample

Recommendation from relatives

Internet
Banner/Flyer Print Ad

Outdoor advertising
Bus/ Bus station Supermarket Frame/LCD Frame/ LCD at cinema Frame/ LCD at building Exhibition
N = 300
Influence

N = 100

N = 100
Aware

N = 100
Based on total respondents

CONTENTS
Habits and life-style

Entertainment behaviors

Expenditure and shopping

Communicative habits

Channel TV
Yeah 1 TV channel is the most popular channel for HCMC teenagers, this rate is quite less rating in HN & DN, because its not a national channel. HN and DN teenagers usually watch VTV3, it dominates over HCMC.

TOTAL HBO VTV3 Star Movie Yeah 1 Yan TV VTV1

HCMC

HA NOI

DA NANG

Cinemax
Disney Channel HTV3 HTV7 Cartoon Network
N = 300 N = 100 N = 100 N = 100

TV programs
Most of teenagers like entertainment channels such as films, music, cartoon In particular, HN & DN prefer to watch game show, but its low rate in HCMC. It seems HCMC is one of areas that there are multiple outside entertainment places. Hence, they spend less time for watching TV.

TOTAL
Films Music Cartoon Game show News TVC Play Reality Show Program about natural world Talk show Sport Television magazine program Document film

HCMC

HA NOI

DA NANG

N = 300

N = 100

N = 100

N = 100

Newspaper/ magazines most often reading

Hoa Hoc Tro is the top magazine across 3 cities. In particular, teenagers in HCMC prefer to read Muc Tim because its published from HCM. While, teenagers in Hanoi read 2! Hoa hoc tro more than HCMC & Da Nang

TOTAL
Hoa Hoc Tro Tuoi tre cuoi 2! Hoa hoc tro Muc tim Tuoi tre Tiep thi gia dinh Thanh nien Hoa hoc tro Thoi trang tre The thao van hoa

HCMC

HA NOI

DA NANG

N = 203

N = 63

N = 97

N = 43
Based on all respondents

Favorite books
Japanese comic books is rated as the top reading books across 3 cities. At the current, more & more teenagers like to read Vietnamese comic books. This is a good signal for Vietnamese comic books.

TOTAL
Funny story Japanese comic book Vietnamese comic book Reference book Short story Fairy tale Science book Literary novel

HCMC

HA NOI

DA NANG

Swashbuckler
Historical novel

N = 234

N = 77

N = 100

N = 57
Based on all respondents

Purpose of using internet

Most of teenagers surf internet mainly for entertainment. Listening to music, playing online games and chatting/making friends get the highest rate. In particular, HN teenagers surf internet for the main reasons that are reading news and getting more information. They tend to get information more than entertainment.

TOTAL

HCMC

HA NOI

DA NANG

Listening to music Playing game

Connecting with friends by social networks

Reading/ update news Studying Online shopping
N = 261 N = 86 N = 98 N = 77

Websites
Correlation in the purpose of using the internet of teenagers, the popular websites are also a group of searching, music or making friends on social network. Top 5 of the most popular websites such as Google, Yahoo, Zing, Youtube & Facebook are not significant difference in rating across 3 cities

TOTAL

HCMC

HA NOI

DA NANG

Google.com.vn
Yahoo.com/ Yahoo.com.vn Zing.vn Youtube.com Facebook.com Nhaccuatui.com Kenh14.vn Vnexpress.net 24h.com.vn Dantri.com.vn Trochoiviet.com

Nhac.vui.vn
Ngoisao.net
N = 261 N = 86 N = 98 N = 77
Based on all respondents

SUMMARY

Studying We take summer holidays in nearly 2 months, other rest time we use it for reviewing of studying and joining aptitude course
Expenditure habits The average amount of teenagers monthly expenditure is around 1,000,000 1,100,000 VND (based on ABCD class). Almost our expenditures are decided ourselves except choosing learning course or buying high value product as high-tech product. Communication I like watching TVC, especially funny TVC or TVC with nice music. I tend to purchase something as the impaction of TVC and friends suggestions.

HCMC Teenager portrait

Style I like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black. Entertainment My main activities are studying and entertainment. For relaxing, I like watching TV, Eating out, going for coffee/milk tea. I like Fast-food and used to enjoy so many famous brands of fastfood. Music and idol I like Vietnamese song and European-US song. When watching TV, I like music channel, especially Yeah 1 and Yan TV Channel Online Reading habits I am online for listening to music and playing game I like Muc Tim and Hoa Hoc Tro newspaper

HN Teenager portrait
Studying We just take summer holidays in nearly 1.5 months, other rest time we use it for review studying and joining aptitude course Expenditure habits The average amount of teenagers monthly expenditure is around 950,000 VND. Almost our expenditures are decided ourselves except choosing learning course or high value product as high-tech product.
Style I like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.

Entertainment My main activities are studying and entertainment. For relaxing, I like watching TV, Eating out, going for coffee/milk tea. I like watching film on HBO channel and also like game show very much.

Communication I like watching TVC, especially funny TVC or TVC with nice music. I tend to purchase something as the impaction of TVC and friends suggestions.

Music and idol I like Vietnamese song and Asian song, especially I love Korean music band

Online Reading habits I am online for reading news and listening to music I like Hoa Hoc Tro Newspaper

DN Teenager portrait
Studying We take summer holidays in nearly 2.5 months, longer than both HN and HCM Style I like dressing very trendy with my own style which can express my personality with 3 favorite colors are red, white and black.

Expenditure habits The average amount of teenagers monthly expenditure is around 730,000 VND. Almost our expenditures are decided ourselves except choosing high value product as high-tech product.

Entertainment My main activities are studying and entertainment. For relaxing, I like eating out. I am not using Fast-food much, but the most using is KFC I like watching film on HBO channel and also like game show very much.

Communication I like watching TVC, especially funny TVC or TVC with nice music. I tend to purchase something as the impaction of TVC and friends suggestions.

Online Reading habits I am online for the main purpose of reading newspaper and listening to music I like Hoa Hoc Tro and Muc Tim Newspaper

Music and Idol I like Vietnamese song and Asian song, especially I love Korean music band

SUMMARY
Teen is in the age which have many changes in physiological because it is in the interspace of Kids and young adults. In this period of life, teenager begin to have the difference views of life and everything happen around them. Thus this changes impact on their mind of perceiving the information, life activities, entertainments and behaviors as well. This research provides us an overview of a teenager portrait: Life activities: Most of teenagers activities related to Studying and Entertainment. These two activities occupy the highest concentration of teenagers. The sphere of teenagers social connection seems just limit in School and Family. These

connection sphere can be group into two channel: Normal society and online society, which is chosen as most favorite entertain channel. From this view, marketers can take advantages of using digital tools for their marketing campaign.
Teenager traits: They are the objectives of innovative behavior with early acceptance of change and adoption of innovation, especially in accepting the trendy of music, fashion, sport and cuisine. They have the need for uniqueness with the tendency to present their personalities through showing off their differentiation and style in their appearance and their aptitude.

Help marketers to develop their products be more appropriate with teenager desires.

SUMMARY
Expenditure Because of still depending on their parents in financial aspect, thus teenagers tend to choose the product which is appropriate with their style and financial abilities, they will choose the products with reasonable price instead of a premium branded products. And the expenditure mainly focus on studying, and eating rather than shopping. Producing the premium product for teenagers is really a challenge for the producer

because of their habits in choosing brand or product. This result shows that teenagers care much on eating out that it could be explained many franchises on fast food & beverage are successful is this segment.
Entertainment Teenagers prefer meeting friends and relaxing by using high-tech machine and online. Teenagers is one of attractive target in technology and innovation products. In

addition, the tendency of using internet is growing fast in recently, thus it is a remarkable points for marketer to consider the digital marketing activities for teenagers.

Communication Teenagers seem are visualizers than verbalizers. Thus, the key message to teenagers

should be fun, young & easy to understand.

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