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Market Research April- 2010

HCMC HA NOI

HIGHLIGHTS: VIETNAMESE KIDS’ BEHAVIORS

Top 10 TVCs ranking


About

ƒ Viettrack is a monthly market research developed by FTA Research & Consultant, the
representative of ESOMAR in Vietnam.

ƒ Viettrack is done according to ISO 20252:2006, the international quality standard in


market research and ESOMAR Code of Conduct.

ƒ Viettrack aims to:


ƒ Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 2 key
cities ((HCMC = Hanoi = 200 respondents,
p , SEC = ABC,, randomlyy selected,, age
g = 16 - 50))

ƒ Explain market research terms, usage, application, methodologies for Vietnam market

ƒ Introduce new developments in market research worldwide and Asia Pacific region.

ƒ Interact with marketers in Vietnam on approach and direction for the most effective and
valuable for investment use of market research. Eventually, this would help reduce
marketing failures and expand the market research industry in Vietnam

3
Mom’s activities
Daily routine
‐ Wake up & do personal cleanliness
‐ Prepare breakfast for husband & kids
6 – 9 AM ‐ Take kids to school
‐ Go to workplace (for office lady only)
‐ Clean & cleanse home, wash dishes, wash
9 ‐ 12 AM clothes
‐ Go to wet market or supermarket to buy food.
‐ Come back home and prepare lunch
‐ Have lunch

12 ‐ 3 PM ‐ Take a rest/ take a nap


‐ Watch TV or read newspaper/ magazines
‐ Prepare meal for family
3 – 6 PM ‐ Take kids from school

‐ Have dinner with family (husband & kids)


6 – 9 PM ‐ Watch TV
‐ Take a bath
‐ Go around the city, go to the park or supermarket
9 ‐ 12 PM with husband & kids
‐ Go to sleep
Weekdays & weekend
WEEKDAY WEEKEND
‐ Do housework: clean & cleanse - Do housework as usual
home, wash dishes, wash clothes, go
to the market & prepare meals,
meals etc.
etc - Cook special meals for family with
new dishes to give family new
- Go to work (for working woman) tastes

- Take care of children: take kids to - Go out for a rest: go to the parks
school feed & take a bath,
school, bath teach with kids,
kids go to visit relatives,
relatives go
lessons & homework, etc. out with friends, go for a walk with
husband & kids.
- Entertain & relax by watching TV,
listening to music, read newspapers - Go out for dinner
& magazines.
magazines
- Picnic/ have a short trip far from
Î Housewives often spend all the city
day for their housework while
working women spend time for Î They often spend more time
housework in early morning & for their children at weekend to
after working hours. make them relax & feel free
after a week with work & study
hard

TAKING CARE OF FAMILY IS A RESPONSIBILTY & FAVORITE HOUSEWORK OF WOMAN
Media behaviors & touch points
THEY ARE MOSTLY FAMILY‐ORIENTED. BESIDES WORKING, THEY SPEND MOST TIME IN HOUSEWORK LIKE COOKING, WASHING,
CLEANING, & TAKING CARE OF THEIR CHILDREN. HOWEVER, ALL WANT TO ENJOY THEIR PRIVATE TIME BESIDES THE TIME
SPENDING ON TAKING CARE OF FAMILY BY READING MAGAZINES OR NEWSPAPER, WATCHING TV & EXPLORING INTERNET TO
UPDATE NEW THINGS WHICH ARE NECESSARY FOR THEIR LIFE. ALSO ,IT IS THE WAY TO KEEP THEM IN TOUCH WITH THE OUTSIDE
SOCIETY. THE WAY THEY CHOOSE TO GET IN TOUCH DEPENDS ON ITS CONVENIENCE, EASE AND POPULARIZATION.

NEWSPAPER & MAGAZINES TV

• Provide many fresh news, hot news updated day by day • Release boring feeling
• Provide many life style tips such as cooking, make-up, • Relax 
shopping, price . . necessary for these women to apply them • Update news
into their daily work in order to take good care of themselves • Kill time
and their family. - Favorite program: Vietnamese film, gameshow (Di
• Favorite magazines & newspapers: tim an so,
so Vuot len chinh minh…),
minh )
- Tiep Thi & Gia Dinh - Favorite channels: HTV7, HTV9, VTV3, VTV2, VTV1,
- The Gioi Phu Nu SCTV9, VCTV1…
- Tuoi Tre
- Cong An
- Thanh Nien

INTERNET

• Update news
• Relax
• Search & look into necessary information
• Keep in touch with outside society
• Favorite websites:
- tuoitre.vn
- vnexpress.net
Kid’s activities
Daily routine
‐ Wake up & do personal cleanliness
‐ Have breakfast at home or at school
6 – 9 AM
‐ Go to school
‐ Have a break time: have breakfast, play with friends,
read comic, have snacks (snack, milk tea, soft drink, bánh
9 12 AM
9 ‐ 12 AM tráng trộn…)….
‐ Come back home
‐ Have lunch

‐ Take a rest/ take a nap


‐ Watch TV or read comic
‐ Play with toy (barbies, superman…), play with
12 ‐ 3 PM
neighbors…
‐ Drawing
‐ Surf the internet: chatchit, search information, play
3 – 6 PM game online….
‐ Have snacks: drink milk, eat spoon yoghurt, cheese,
snack….

‐ Have dinner with parents


6 – 9 PM ‐ Go to extra class: English, drawing, pre‐elementary…
‐ Watch TV, read comic, playing, drawing….
‐ Take
T k a bath
b th
9 ‐ 12 PM
‐ Go around the city, go to the park or supermarket with
parents or go to grandpa/grandma’s house.
‐ Go to sleep
Kids’ activities
SCHOOL TIME

Go to school Activities at home: Eat & drink,


do homework, take a rest

Watch TV, listen to music, Surf the internet, chatchit, read


play game comic online, play game online…

MOST OF KIDS FROM 6‐12 YEARS OLD ARE FULL DAY SCHOOL (BÁN TRÚ) SO THEY ALMOST SPEND THEIR TIME IN SCHOOL 
TO STUDY.  THEY DON’T HAVE MUCH TIME TO JOIN OUTSIDE ACTIVITIES. THE TIME FOR ENTERTAINMENT IS NOT MUCH & 
OFTEN HAPPENS IN THE EVENING.
Kids’ activities
HOLIDAY TIME

INSIDE OUTSIDE

ƒ Eat & drink, do homework, take a rest ƒ Go to supermarket with parents


ƒ Play with toy ƒ Picnic or hangout far the city with family
ƒ Watch TV, listen to music, play game ƒ Visit grandpa/ grandma’s house
ƒ Surf the internet, chatchit, read comic ƒ Have extracurricular activities like
online, play game online, drawing… drawing, martial, swim… course
ƒ Go to Dam Sen park
park, Suoi Tien
Tien…
ƒ Go shopping with sister

THE KIDS HAVE MORE FREE TIME AT WEEKEND SO THEY CAN JOIN MANY ACTIVITIES BOTH INSIDE & OUTSIDE. BESIDES, THE
PARENTS ALSO WANT THEIR KIDS TO RELAX & FEEL FREE & COMFORTABLE AFTER A HARD STUDYING WEEK SO THEY SPEND MORE
TIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET,
SUPERMARKET THE PARK,
PARK THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TO
SOMEWHERE FAR FROM THE CITY.
Î THIS IS THE BEST PERIOD TO SHARE TOGETHER, PLAY TOGETHER & COME CLOSER SO THE PARENTS CAN UNDERSTAND THEIR
KIDS DEEPLY & SUPPORT THEM TO PHYSICAL DEVELOPMENT IN THE FUTURE.
Î BUILD & MAINTAIN RELATIONSHIP BETWEEN FAMILY MEMBERS, ESPECIALLY THE KIDS
Decision maker map
Decision maker map
MOMS

Food & Clothes & Personal care &


beverage accessories HH care

Stationery
St ti
Stationery Kid toys
Personal care &
HH care

Food &
Kid toys beverage Clothes &
accessories

KIDS FROM 6-10 Y.O KIDS FROM OVER 11 Y.O


Snacking habit
THERE ARE A BIT DIFFERENCES BETWEEN 6‐11 YEARS OLD & OVER 11 YEARS OLD IN SNACKING HABIT 

6 – 10 YEARS OLD OVER 11 YEARS OLD

• More nutritious • Avoid/release boring feeling


• Provide more nutrition • Have fun with friends
• Create
C eate freshness
f eshness • Have
Ha e many
man flavors
fla o s in one
• Good for health • Feel fresh
ÎAt this age, they are small so they cannot ÎTheir faculty of thought & reason are higher so
decide by themselves so their moms play an they can decide what they want to do or eat.
eat
important role in choosing kinds of snacking for They have many subjects in school, they feel
daily consumption of them. Moms focus on foods tired & boring so they choose foods can make
which are good for health,
health support physical them release boring feeling & create freshness
development. too.
Î Moms are main decision maker in Î They are main decision maker in
choosing for snacking choosing for snacking.
snacking
Snacking repertoires
They often consume…….. for snacking

Kids from over 11 years old prefer

Bánh tráng trộn Fried fish ball Milk tea Snacks Ice-cream

Snacks Fruits Cheese Yoghurt

Kids from 6 – 10 years old prefer


PROVIDE MORE 
NUTRITION
Snacking repertoires
Snacking repertoires AVOID BORING

9 Have a lot of flavors 9 Have many flavors in one: sour,


9 Provide nutrition salty, sweet & peppery Æ good
9 Good for health taste
9 Create freshness 9 Avoid/release boring feeling

9 Avoid/release
A id/ l b i feeling
boring f li
9 Cold, both sour & sweet 9 Good taste
9 Have a lot of flavors
9 Provide nutrition
9 Good for digestion & health
9 C
Create f h
freshness 9 Good taste
9 Have a lot of flavors
9 Create freshness
9 Provide nutrition
9 Good for health
9 Create freshness 9 Have a lot of flavors
9 However, easy to make
teeth decayed

9 Have a lot of tastes: sour, sweet


9 Have a lot of flavors 9 Sweet & cold
9 Provide nutrition: vitamin, protein 9 Have a lot of flavors:
9 Good for health strawberry, chocolate, taro
9 Create freshness 9 Create freshness
Media behaviors & touch points
FOR KIDS BORN IN 21ST CENTURY, MEDIA IS AN INDISPENSABLE PART OF THEIR LIFE, ESPECIALLY INTERNET. IT BRINGS 
THEM TO UNREAL AND IMAGINATIVE WORLD IN WHICH KIDS CAN DO EVERYTHING THAT’ THEY WANT TO DO IN REAL 
LIFE, ALSO THEY FIND IT INTERESTING AND FUNNY. THAT’S WHY THEIR PARENTS DON’T WANT THEM USE IT A LOT & 
CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET
CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET

NEWSPAPER & MAGAZINES TV

• Be suitable at their age • Release boring feeling


• Update news & look into information which is suitable for • Relax 
them • Kill time
• Favorite magazines & newspaper:
- Khan quang do - Favorite program: cartoon, music, Korean film, Gia
- Hoa hoc tro đình phép thuật…
- Rua Vang - Favorite channels: HTV7, HTV9, VTV3, Disney
channel, cartoon network, Yan TV…

INTERNET

• Expand friendship network (chatchit, make friend…)


• Update news
• Play game online, listen to music online/film online… to relax
& enjoy
• Favorite websites:
- zing.vn
- YanTV
- Game online
- Yahoo!Messenger
KIDS’ BEHAVIOR

ƒ Study behavior

ƒ Shopping behavior

ƒ Eating behavior

ƒ Entertainment behavior

ƒ Summer entertainment behavior

ƒ Preferred promotion programme

ƒ Media channels

ƒ Idols
Id l

Viettrack complies ISO 20252:2006, the international quality standard in market research
Parents’ concerns when look after & bring up their kids
Recently,
y, “children health”,, “children study”
y & “Characteristic and p
personalityy development”
p are
three big issues that most of parents are concerning to.

TOTAL HCMC HANOI


%

Children health 99 100 97

Child
Children study
t d 96 95 99

Characteristic and personality


development 86 82 93

Weight and physical growth 83 82 84

Form good habits for their children


70 66 77
(reading books, logical thinking ability,…)

Be a good example to their children 67 61 77

Teach their children spend money in the 51 80


62
right way

Be less well-equipped than their friends 55 61 46

Nurture their children through nutritious


53 51 56
food
N=400 N=200 N=200

Q. What are parents’ concerns about breeding their children? Viettrack Market Research - April 2010
Added courses that kids join in school year
Maths, English, Literature are three main subjects that most of kids have to improve by joining to
added courses
TOTAL HCMC HANOI
%

Maths 60 59 61

English 42 41 44

Literature 24 16 37
3

Sports (swimming, martial classes,…) 14 13 16

Computer courses 14 10 21

Art courses (painting, beautiful letters,…) 11 5 19

Course for aptitude courses (dancing,


7 7 7
playing musical instruments, singing,..)

Physics 5 4 6

Chemistry 2 1 3

No added courses 18 21 14

N=400 N=200 N=200

Q. What are added courses which children usually take in school year? Viettrack Market Research - April 2010
The frequency of studying added courses in a week – Total

General, the frequency of studying added courses is around 2 times per week

A B C D E F G H I
Means 2.1 1.8 1.4 1.9 2.1 1.8 1.7 1.8 1.8 %
1 2
25
5 times/ week
50 50 47 51
56 56
74 73

2-3 times/ week


75

50 50 53 49
43 44
Below 2 times/ week 26 27

N=240 N=20* N=8* N=96 N=168 N=56 N=28* N=44 N=56


A- Maths
B - Physics
C - Chemistry
D - Literature
E – Language courses
F – Computer courses
G – Course for aptitude courses (dancing, playing musical)
H - Art courses (painting, beautiful letters,…) (*) Small Base
I - Sports (swimming, martial classes,…)
Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010
The frequency of studying added courses in a week? – HCM
At HCMC, the frequency of studying added courses is around 2.5 times per week

A B C D E F G H I
Means 2.5 2.5 2.5 2.4 2.4 2.1 1.9 2.1 1.9 %
1 4

5 times/ week

60 63
73 75
83 95
98 100 100
2-3 times/ week

40 37
Below 2 times/ week 27 25
1 13 5

N=118 N=8* N=2* N=32* N=82 N=20* N=14* N=10* N=26*


A- Maths
B - Physics
C - Chemistry
D - Literature
E – Language courses
F – Computer courses
G – Course for aptitude courses (dancing, playing musical)
H - Art courses (painting, beautiful letters,…) (*) Small Base
I - Sports (swimming, martial classes,…)
Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010
The frequency of studying added courses in a week? – HN

The frequency of studying added courses of Hanoians kids is less than Saigonese ones. It is around
1.5 per week.
A B C D E F G H I
Means 1.6 1 1 1.6 1.6 1.5 1.4 1.7 1.6 %
(time/week)

33 29
39 38 41 38
2-3 times/ week 47

100
100

67 71
61 62 59 63
53
Below 2 times/ week

N=122 N=12* N=6* N=74 N=88 N=42 N=14* N=38 N=32*


A- Maths
B - Physics
C - Chemistry
D - Literature
E – Language courses
F – Computer courses
G – Course for aptitude courses (dancing, playing musical)
H - Art courses (painting, beautiful letters,…) (*) Small Base
I - Sports (swimming, martial classes,…)
Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010
KIDS’ BEHAVIOR

ƒ Study behavior

ƒ Shopping behavior

ƒ Eating behavior

ƒ Entertainment behavior

ƒ Summer entertainment behavior

ƒ Preferred promotion programme

ƒ Media channels

ƒ Idols
Id l

Viettrack complies ISO 20252:2006, the international quality standard in market research
Decision makers
Parents are main decision makers in most of issues related to kids' studying and entertainment.
Kid are main
Kids i decision
d i i makers
k i junk
in j k food,
f d breakfast.
b kf t
TOTAL HCMC HANOI

Going out on summer holiday 63 37 63 37 62 37 1

Kids’ toy
Kids 37 35 1 27 38 33 1 28 35 37 1 27

Clothes, shoes purchase 56 35 9 57 33 19 54 38 8

Going out at weekends 50 45 5 50 44 6 48 46 15

Junk food 24 27 12 46 26 25 2 47 22 30 32 43

Breakfast 32 32 11 34 38 27 2 33 25 38 2 35

Sports (swimming, martial classes…) 33 34 4 29 36 33 6 25 23 37 40

Clubs (drama, poetry, storytelling,…) 27 38 14 21 39 34 18 18 100

Aptitude courses (dancing, singing,..) 30 33 6 9 22 39 34 1 9 17 26 39 35

Computer courses 66 24 19 59 30 29 39 15 7 39

Language study 65 26 126 62 28 37 59 27 5 9

Add d courses (maths,


Added ( th physics…
h i 0
70 21 225 60 32 134 9
59 2
25 5 11

Buying learning facilities 37 31 33 26 39 26 3 32 36 41 2 21

N=400 N=200 N=200


Children are main decision makers

Other family members suggest, children are main decision makers

Other family members are main decision makers

Parents suggest, children are main decision makers

Parents are main decision makers

Q: Who are main decision makers to children’ activities ? Viettrack Market Research - April 2010
Places buying learning facilities
Bookstore & stationery are two places where parents usually come to buy learning facilities for
kids.

TOTAL HCMC HANOI

87 93 78
Bookstore
52 63 34

Stationery store 85 84 87
39 23 63

Grocery 32 28 39
6 8 2

Supermarket 36 42 26
4 6 1

Market 15 17 12
2

Department (Diamond, Saigon


1 1
Square,...)

N=400 N=200 N=200


Buy most often Usually buy
%
Q: Which places do children have learning facilities bought?
Q: Amongst, which is the most often place? Viettrack Market Research - April 2010
Places buying clothes, shoes
Moms often go to “clothes
clothes and shoes store for kids
kids”,, “Market”
Market and “supermarket”
supermarket to buy clothes
and shoes for kids.

TOTAL HCMC HANOI

81 70 98
Clothes and shoes sotre for kids
52 36 77

73 75 70
Market
28 33 20

Supermarket 54 71 28
16 25 3

Department (Diamond, Saigon Square,...) 21 31 7


3 5

Grocery 1

N=400 N=200 N=200


Buy most often Usually buy
%
Q: Which places do children have clothes, shoes bought?
Q: Amongst, which is the most often place? Viettrack Market Research - April 2010
The purchase frequency in a month
Learning facilities
The frequency of buying
TOTAL TP.HCM HANOI
clothes, shoes for kids of
Means 0.9 1.00 0.8 % moms is 2 month/ time

Above 4 months/ time 62 4 2 10 1


10
14
3 -4 months/ time 10 20
10
2 months/ time 10 Clothes, shoes
45
1,5 months/ time
46 TOTAL TP.HCM HANOI
1 month/ time 48
Means 0.6 0.7 0.5
3 times/ week 19 13
15 Above 4 months/ time 19
3 27
1-2 times/ week 7 10 3 8 4 months/ time 6 16
N=400 N=200 N=200 9
3 months/ time 21
25
2 months/ time 28
27 10
1,5 months/ time
Average, the frequency of 7
1 month/ time 31
buying leaning facilities for 31
19
kids of moms is 1 month/ time 3 weeks/
k / ti
time 1 2 2 3

N=400 N=200 N=200


%
Q. What is the frequency of buying learning facilities for children monthly?
Q. What is the frequency of buying clothes, shoes for children monthly? Viettrack Market Research - April 2010
Monthly average expenditure for children – Total
Monthlyy average,
g , p
parents spend
p moneyy for kids on breakfast,, buying
y g clothes,, shoes and added
courses more than the rest.
A B C D E F G H I K L %
Means (VND) 98,160 199,020 132,560 30,340 25,360 27,884 350,740 179,152 185,960 216,840 183,640

2 12 12 14 12 6 4 7 6
Above 300,000 VND 13 17 8 9 9
29 13

26 27 19
200,001 - 300,000 VND 33 36 35
41 32
58
100,001 - 200,000 VND 63
44
30
28 54
50,000 - 100,000 VND 47 55
50 40 44
23 25 16
18 16
Below 50,000 VND
2 6 3
1 4 1 2 8

N=362 N=397 N=363 N=400 N=398 N=78 N=51 N=62 N=181 N=250 N=394

A-Buying learning facilities F-Sports (swimming,


( martiall classes…)
l )
B-Added courses (maths, physics, chemistry,) G-Breakfast
C-Language study H-Junk food
p
D-Computer courses I-Going out at weekends
E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase
L-Taking care of kid’s health

Q. What is the monthly average expenditure on……. for children? Viettrack Market Research - April 2010
Monthly average expenditure for children – HCM
Saigonese
g parents spend
p p much moneyy for kids on breakfast,, taking
g care of kid’s health & buying
y g
clothes & shoes
A B C D E F G H I K L %
Means (VND) 122,033 226,833 134,000 20,667 18,333 32,933 407,333 201,800 213,133 233,000 243,133

4
1 10 11 9 12
20 17 20 15
Above 300,000 VND
20 30 8
14 11
17 10
51
200,001 - 300,000 VND 29
20
39 29
58 45 31
35 60
100,001 - 200,000 VND
70

50,000 - 100,000 VND 25 43 44 51 53


24
40
35
25 20
Below 50,000 VND 16
5 83 5 4
1 1 2

N=200 N=123 N=89 N=24* N=19* N=40 N=199 N=200 N=191 N=200 N=200

A-Buying learning facilities F-Sports (swimming,


( martiall classes…)
l )
B-Added courses (maths, physics, chemistry,) G-Breakfast
C-Language study H-Junk food
p
D-Computer courses I-Going out at weekends
E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase
L-Taking care of kid’s health
(*) Small Base

Q. What is the monthly average expenditure on……. for children? Viettrack Market Research - April 2010
Monthly average expenditure for children – HN
While Hanoians p
parents spend
p much moneyy for kids on breakfast,, buying
y g clothes & shoes and
joining in added courses
A B C D E F G H I K L %
Means (VND) 62,350 157,300 130,400 44,850 35,900 20,310 265,850 145,180 145,200 192,600 94,400

Above 300,000 VND 3


2 12 9 5
2 72 2
7 7 7 9 9
13 8 3 8 8 8
11 9 12
38
21
200,001 - 300,000 VND 14 25 17

10 41 32
18
100,001 - 200,000 62
VND 9 88
85 82 43 49
50
50,000 - 100,000 VND 56
40 44
40
Below 50,000 VND 20 15
17
1
3 4 10 3

N=152 N=196 N=168 N=200 N=200 N=38 N=36 N=42 N=92 N=128 N=192

A-Buying learning facilities F-Sports (swimming,


( martiall classes…)
l )
B-Added courses (maths, physics, chemistry,) G-Breakfast
C-Language study H-Junk food
p
D-Computer courses I-Going out at weekends
E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase
L-Taking care of kid’s health
(*) Small Base

Q. What is the monthly average expenditure on……. for children? Viettrack Market Research - April 2010
KIDS’ BEHAVIOR

ƒ Study behavior

ƒ Shopping behavior

ƒ Eating behavior

ƒ Entertainment behavior

ƒ Summer entertainment behavior

ƒ Preferred promotion programme

ƒ Media channels

ƒ Idols
Id l

Viettrack complies ISO 20252:2006, the international quality standard in market research
Places where having breakfast
Kids often have breakfast at home or food store

TOTAL HCMC HANOI

At home 48 87 52 91 41 81

Food store 44 86 37 83 55 92

School canteen 6 28 7 31 4 25

Buy and bring breakfast to school 3 27 5 31 21

N=400 N=200 N=200

Most often Often %


Q: Which places do children have breakfast frequently?
Q: Amongst, which is the most often place? Viettrack Market Research - April 2010
Children’s favorite junk food
Snack, sweet cake, yogurt are three most favorite junk foods of kids.

TOTAL HCMC HANOI

Snack 90 89 91

S
Sweet
t cake
k 73 76 68

Yogurt 72 63 87

Confection 64 71 52

Ice-cream 58 42 83

Chocolate 53 57 47

Cheese 43 51 32

“Bánh tráng trộn” 32 50 6

“Há
Há cảo”
cảo 20 31 3

N=400 N=200 N=200


%

Q. What are children’s favorite junk food ? Viettrack Market Research - April 2010
Places buying junk food (P10)
“Groceries
Groceries near by houses
houses”,, “At
At home (mother bought)
bought)” and “School
School canteen
canteen” are common &
convenience places for kids to buy junk foods.

TOTAL TP HCM
TP.HCM HANOI

%
Groceries near by houses 79 85 70

At home (mother bought) 68 64 73

School canteen 55 71 31

Supermarket 45 51 35

Gorceries near by school 37 39 35

Vendors 36 43 25

Parkk 16 19 11

Movie theatre 3 4 1

Internet store 2 3

N=400 N=200 N=200

Q. Where are places children buy junk food? Viettrack Market Research - April 2010
KIDS’ BEHAVIOR

ƒ Study behavior

ƒ Shopping behavior

ƒ Eating behavior

ƒ Entertainment behavior

ƒ Summer entertainment behavior

ƒ Preferred promotion programme

ƒ Media channels

ƒ Idols
Id l

Viettrack complies ISO 20252:2006, the international quality standard in market research
Going out occasions
Kids are usually allowed to go out on weekends, summer holiday or holiday/ Tet

TOTAL TP HCM
TP.HCM HANOI
%

Weekends 81 78 85

Summer holiday 76 85 64

Holiday/”Tết” 55 71 31

Weekday 31 43 14

N=400 N=200 N=200

Q. Which are occasions do children go out? Viettrack Market Research - April 2010
Places going out for weekdays
On weekdays, after studying hard at school, kids often choose entertainment activities which are
simple and not take much time such as sight-seeing, going to park/ children’s house and
supermarket.

TOTAL TP.HCM HANOI


%

Sight - seeing 63 70 29

Park/ children’ house 36 42 7

Supermarket 33 36 21

To go swimming 26 31 0

To visit relatives 19 13 50

Movie theatre/dramatic stage 4 5 0

N=124 N=86 N=28

Q. Places where kids go out for weekdays? Viettrack Market Research - April 2010
Places going out for weekends
On weekends, kids are usually allowed to go to super market, park, children
children’ss house or visiting
relatives.

TOTAL TP.HCM HANOI


%

Supermarket 69 74 64

Park/ children’ house 51 62 37

To visit relatives 25 19 34

Sight-seeing 21 23 19

To go swimming 14 25

Movie
o e ttheatre/drama
eat e/d a a tticc stage 9 14 2

Museum 2 3

Long-distance travelling (Vũng


2 3
Tàu, Phan Thiết, Nha Trang…)

N=324 N=156 N=170

Q. Places where kids go out for weekends? Viettrack Market Research - April 2010
Places going out for Holidays/ Tet
Kids are usually visit relatives on Holidays/ Tet occasions or enjoy long
long-distance
distance travelling such as
Vung Tau, Phan Thiet, Nha Trang, etc. Hanoians kids are slightly different. They often go to park or
children’s house on this occation.

TOTAL TP.HCM HANOI


%

To visit relatives 66 66 68

Long-distance travelling (Vung


45 57 3
Tau, Phan Thiet, Nha Trang…)

Park/ children’ house 29 14 77

Supermarket 22 22 23

Movie theatre/drama tic stage 18 22 7

To go downtown (eating ice-


15 18 7
cream )
cream,…)

Museum 10 10 10

To go swimming 2 3 0

N=220 N=142 N=62

Q. Places where kids go out for Holidays/ Tet? Viettrack Market Research - April 2010
Places going out for summer holidays
Kids often have a long break time on summer holidays. Hence, they are usually allowed to have
long-distance travelling or visiting relatives.

TOTAL TP.HCM HANOI


%
Long-distance travelling (Vũng
83 87 77
Tàu Phan Thiết,
Tàu, Thiết Nha Trang
Trang…))

To visit relatives 28 42 2

Park/ children’ house 15 21 3

Museum 15 17 9

Supermarket 11 14 3

To go swimming 10 13 3

To go downtown (eating ice-


10 11 8
cream,…)

Movie theatre/drama tic stage 9 10 6

N=304 N=170 N=128

Q. Places where kids go out for summer holidays? Viettrack Market Research - April 2010
The frequency of going out
Generally, kids usually go to super market, go sight seeing and go to park/ children house with the
frequency of 4 times/ month.

A B C D E F G H
Means (times/ month) 3 83
3.83 44
4.4 1 33
1.33 0 45
0.45 03
0.3 2 61
2.61 3 89
3.89 3 47
3.47
%
1 32 1 5 5 11
Above 7 months/ time 15
10 11
32 6
32 33
5 - 7 months/ time 33 10 12 12 6
7
6
11
2 - 4 months/ time
24
31 30 31
1 time/ month 25 57 36 24

2-3 times/ month 10


17 20 24 37
24
4 times/ month 21
9 27
19 11
2-7 times/ week 12 7 2 1 19 5 13 9

N=540 N=420 N=276 N=176 N=520 N=552 N=436 N=208

A- Supermarket
B - Park/ children’ house
C - Movie theatre/dramatic stage
D - Museum
E - Long-distance
Long distance tratravelling
elling (Vung
(V ng Tau,
Ta Phan Thiet,
Thiet Nha Trang…)
Trang )
F - To visit relatives
G - Sight seeing
H – Go swimming
Q. What is the frequency of going out? Viettrack Market Research - April 2010
The frequency of going out – HCM
Saigonese kids often go to park/ children house with the frequency of 6 times/ month. Next is
going to super market and go sight seeing with the frequency of 4 times/ month.

A B C D E F G H
Means (times/ month) 4 41
4.41 6 01
6.01 1 17
1.17 04
0.4 0 29
0.29 1 57
1.57 4 18
4.18 3 41
3.41
%
11 6 7 12
Above 7 months/ time
8 26 7 2
31 24
8 36 6
5 - 7 months/ time 43 14 8
3
14
2 - 4 months/ time 26 27
25 10 28
1 time/ month 62 31 21
22 22
2-3 times/ month
27 10 28 39
27
4 times/ month 12
27 10 21
17 13 13
2-7 times/ week 6 3 11 2 8

N=292 N=252 N=126 N=96 N=294 N=280 N=248 N=140

A- Supermarket
B - Park/ children’ house
C - Movie theatre/dramatic stage
D - Museum
E - Long-distance
Long distance tratravelling
elling (Vung
(V ng Tau,
Ta Phan Thiet,
Thiet Nha Trang…)
Trang )
F - To visit relatives
G - Sight seeing
H – Go swimming
Q. What is the frequency of going out? Viettrack Market Research - April 2010
The frequency of going out – HN
Hanoians kids usually go to museums & go swimming with the frequency of 4 times/ month.

A B C D E F G H
Means (times/ month) 2 85
2.85 1 74
1.74 2 36
2.36 0 84
0.84 0 32
0.32 4 44
4.44 32
3.2 4 08
4.08
%
2 2 10 6
Above 7 months/ time 11 20
4 25 25
34 40
5 - 7 months/ time
44 3
2 - 4 months/ time 25
48 29
72
1 time/ month
42
25 80 40
2-3 times/ month 32 17

23
4 times/ month 13
7 17
19 10
12 20
3 10
2 44 11 8
2-7 times/ week

N=222 N=104 N=188 N=70 N=160 N=308 N=116 N=16*

A- Supermarket
B - Park/ children’ house
C - Movie theatre/dramatic stage
D - Museum
E - Long-distance
Long distance tratravelling
elling (Vung
(V ng Tau,
Ta Phan Thiet,
Thiet Nha Trang…)
Trang )
F - To visit relatives
G - Sight seeing
(*) Small base
H – Go swimming
Q. What is the frequency of going out? Viettrack Market Research - April 2010
Whom children go out with – Total

Children often go out with their family members (having parents) for most of activities. Kids often
go out with their friends when going to museums, sight-seeing and go swimming.

A B C D E F G H
%
2 4 2 1 3 1 3
Other family members

43
53
Family members 63
(having parents) 78
82
92 96 94
18
With neighbor friends 21
16
39
10
With schoolmates 4 25
10 18
42 10 3 3

N=166 N=149 N=58 N=44 N=177 N=154 N=82 N=57

A- Supermarket
B - Park/ children’ house
C - Movie theatre/dramatic stage
D - Museum
E - Long-distance
Long distance tratravelling
elling (Vung
(V ng Tau,
Ta Phan Thiet,
Thiet Nha Trang…)
Trang )
F - To visit relatives
G - Sight seeing
%
H – Go swimming
Q: With whom do children go out on each occasion? Viettrack Market Research - April 2010
KIDS’ BEHAVIOR

ƒ Study behavior

ƒ Shopping behavior

ƒ Eating behavior

ƒ Entertainment behavior

ƒ Summer entertainment behavior

ƒ Preferred promotion programme

ƒ Media channels

ƒ Idols
Id l

Viettrack complies ISO 20252:2006, the international quality standard in market research
The length of children summer holidays
For elementary students, summer period is approximate 2 months which starts at the beginning of
June and ends at the middle of August annually.
annually

TOTAL HCMC HANOI

%
Means (months) 2.2 2.2 2.1
1
10 8
14
½ month
8
12
17
1 month
31
32
1,5 month
31

2 month
31
24
14
2,5 month

22 21 24
3 month

N=400 N=200 N=200

Q. How long does a summer holiday take? Viettrack Market Research - April 2010
Extra-curriculum courses and activities on summer days
Last year, “added courses (maths, physics, chemistry,…)” was a popular choice of almost parents but
this year “language
language courses
courses” particularly English as their priority based on the thought do not want their
children are inferior to others. Furthermore, English now becomes one of required subjects in primary
schools instead of secondary schools as before.
TOTAL HCMC HANOI

%
66 73 55
Language courses 44 47 39

56 53 60
Added courses (maths, physics, chemistry,…) 53 54 51

28 27 29
Computer courses 16 13 21

24 21 30
Sports (swimming, martial classes,…) 18 18 19

13 9 19
Courses for aptitude (painting, beautiful letters,…) 11 9 14
Art courses (dancing, playing musical instruments, 6 5 7
singing,..) 5 4 7

2 6
Others (Vietnamese, literature) 2 5

6 4 8
Don't know 19 15 26

N=400 N=200 N=200

This year Last year

Q: Which were extra-curriculum courses and activities children attended last year?
Q: Which is extra-curriculum course, activity children are going to attend this year? Viettrack Market Research - April 2010
Travel destinations on summer days
In general, “Nha Trang” (33% agreed) and “Vũng Tàu” (30% agreed) are still the most popular
destinations this year.
year In the northern,
northern especially Hanoi,
Hanoi because the demand for cutting down expenses is
still their priority, therefore “don’t go” (with 38% agreed) stands at high rate though it seems to be lower
than last year 32%
TOTAL HCMC HANOI

%
Nha Trang 33 44 17
14 17 8

30 49 3
Vung Tau
34 55 3

15 21 6
Da lat
13 21 1

Ha Long 9 1 21
6 14

7 6 18
Others (Da Nang, Hoi An, HCMC,..) 8 5 22

17 3 38
Don’t go 37 24 56

N=400 N=200
N 200 N=200
N 200

This year Last year


Q: Where were destinations children travelled last year?
Q: Where is destination children are going to travel this year? Viettrack Market Research - April 2010
Average expenditure on summer holidays as compared
with ordinary days
72% is the agreed percentage for the increase of expenditure in TOTAL HCMC HANOI % increase

summer days, just 2% of mothers think it would be decreased. In Means (%) 16.17 16.28 15.97

detail, the increase rate is popular from 10-20% (with 56% Below 10% 25 22 30

agreed). Meanwhile, increasing more than 40% is received coldly


with just only 2% agreements From 10 - 20% 56 58 54

TOTAL TP.HCM HANOI


From 21 - 40% 16 18 13
%

Increase Above 40% 2 2 3

N=286 N=152 N=134


67
72 76

Decrease
TOTAL HCMC HANOI % decrease

5 Means (%) 8.33 8 8.4


2
1
Equal Below 5% 17 20
26 28
23

From 6 - 10% 50 100 40

N=400 N=200 N=200

From 11 - 20% 17 20

Above 20% 16 20

N=12* N=2* N=10*

Q. What is the average expenditure for children on summer holidays as compared with ordinary days? Viettrack Market Research - April 2010
Average expenditure in this summer year as compared
with last year TOTAL HCMC HANOI % increase
Similarly, 75% agreed with the increase of expenditure this year Means (%) 17.47 1706 18.08
which against with last year. In this case, the popular increasing Below 10% 22 21 22

rate would be from 10-20% (reach 60%), just only 6% of mothers


agree with “above
above 40%
40%” is a reasonable rate From 10 - 20% 60 58 64

TOTAL TP.HCM HANOI


From 21 - 40% 12 14 9
%

Tăng Above 40% 6 7 5

N=300 N=150 N=150


75 75 75

Giảm
TOTAL HCMC HANOI % decrease

Means (%) 21.25 10 25


2 1 3
Như nhau Below 5% 25 33
23 24 22

From 6 - 10% 25 100

N=400 N=200 N=200

From 11 - 20% 25 34

Above 20% 25 33

N=8* N=2* N=6*

Q. What is the average expenditure for children on this summer year as compared with last summer year?Viettrack Market Research - April 2010
KIDS’ BEHAVIOR

ƒ Study behavior

ƒ Shopping behavior

ƒ Eating behavior

ƒ Entertainment behavior

ƒ Summer entertainment behavior

ƒ Preferred promotion programme

ƒ Media channels

ƒ Idols
Id l

Viettrack complies ISO 20252:2006, the international quality standard in market research
Preferred promotion programs - Children
Among the five most preferred promotion programs which children like such as: “cotton animal”,
“puzzle toys”, “electric bicycle”, “comics” and “cartoon CD/DVD” (reach 45% agreed generally),
“cotton animal” is the program they like most (have 30% agreements)

TOTAL HCMC HANOI


%
30 37 19
Cotton animal 61 66 54
15 15 16
Puzzle toys 59 61
60
15 14 16
Electric bicycle 49 37
44
10 7 16
Comics 56 50 66

10 6 15
Cartoon CD/DVD 48 34 69
6 7 6
Skateboard 27 30 22
6 10
1
Watch 51 39
46
5 3 7
Backpack with cartoon characters 33 23 47

1 1 2
Sticker pictures 31 31 31

Scratching card 20 20 19

N=400 N=200 N=200

Like most Like

Q: Which are promotion materials, toys and means of promotion which children prefer?
Q: Amongst, which is the most favorite promotion programme? Viettrack Market Research - April 2010
Preferred promotion programs - Mothers
Meanwhile, 50% is the agreed rate of “promotion package-buy 1 get 1 free”, “sale-off”, “glassware
gifts” and “cooking
gifts cooking seasonings”
seasonings which are the four program mothers like most
“Buy 1 get 1 free” is the most liking program in HCMC (with 38% people agreed) and “sale-off” is the
most preferred one in Hanoi (with 46% people agreed)
TOTAL TP HCM
TP.HCM HANOI
%
36 38 35
Promotion package (ex. buy 1 get 1 free) 80 77 86
28 16 46
S l
Sales-off
ff 69 55 90
15 18 11
Glassware gifts(bowl, dish, cup,…) 75 73 77
13 21 1
Cooking seasonings (sugar, MSG,…) 57 72 35

3 3 2
Accumulate scores to get gifts 34 35 33
2 2 2
Personal care items (towel, comb,
39 45 30
toothbrush,… )
2 1 2
Scratching card 37 37 37
1 1 1
Gifts (jewelries, hairpins,…) 32 27 38

N=400 N=200 N=200

Like most Like

Q: Which are promotion materials and means of promotion which mothers prefer?
Q: Amongst, which is the most favorite promotion programme? Viettrack Market Research - April 2010
KIDS’ BEHAVIOR

ƒ Study behavior

ƒ Shopping behavior

ƒ Eating behavior

ƒ Entertainment behavior

ƒ Summer entertainment behavior

ƒ Preferred promotion forms

ƒ Media channels

ƒ Idols
Id l

Viettrack complies ISO 20252:2006, the international quality standard in market research
Activities in leisure time
In spare time after school, there are some activities children want to do such as: “watch cable TV
channels” and “watch
channels watch TV channels
channels”, simultaneously they are rated as the 2 entertainment means with
most preferred at 34% and 30%.
The next choice is “read books” stands at 22% and the forth is “surf Internet” with 13% children
agreed TOTAL HCMC HANOI

%
34 35 31
Watch cable TV channels 82 91 68

30 29 32
Watch TV channels 95 94 97

22 22 22
Read books 78 85 69

13 12 14
Surf the Internet 40 44 34

1 1 1
Read magazines 12 15 9

1
Read newspapers 27 28 26

N=400 N=200
N 200 N=200
N 200

Like doing most Usually do

Q: What do children usually do in leisure time?


Q: What is children favorite activity which they like doing most in leisure time?Viettrack Market Research - April 2010
Children’s favorite books
As for those who like reading
g books,, “comics” is their most favorite choice (with
( the agreed
g rate is 83%))

TOTAL HCMC HANOI


%
83 82 85
Comics 97
99 100

15 16 15
Fairytale
63 71 49

1 1
Modern literature for children 12 12 12

1 1
Science book 4 3 6

N=308 N=170 N=138

The most favorite Favorite

Q: Which are types of books do children read usually?


Based on children who choose code 1_E1a Q: Which is type of books do children like reading most? Viettrack Market Research - April 2010
Children’ s favorite comics
According to children preferences, the 3 comics they like most in order are: “Doremon” (with 33%
agreed), “Conan”
Conan and “Thần
Thần đồng đất Việt
Việt” are in the same rate (stand at 21%).
While in HCMC, “Thần đồng đất Việt” is placed at high rate more 7% than “Conan”, in Hanoi the
favorite rate toward “Thần đồng đất Việt” is less than “Conan” 25% approximately.

TOTAL HCMC HANOI

%
33 28 42
“Doremon”
79 72 93

21 14 33
“Conan”
64 59 73
21 23 18
“Than dong dat viet”
61 56 72

1 1 3
“N hoang
“Nu h aii cap”” 15 14 16

1 1 2
“Dragonball”
9 9 9

1 1 1
“Pokemon”
Pokemon 24 17 36

22 32 1
Others (“Vua phap thuat”, “Teppi”, …)
9 11 6

N=272 N=138 N=134

The most favorite Favorite

Q: Which are children’s favorite comics?


Based on children who choose code 1_E2a Q: Amongst, which is the most favorite comic? Viettrack Market Research - April 2010
Children’ s favorite TV channels
Generally, top 3 TV channels regarded as the most favorite choices in both HCMC and Hanoi are: “HVT7” and “VTV3” are
in the same rate (29% agreed) and “HVT3” (reach 21%)
In detail, in HCMC, “HTV7” and “HTV3” are the 2 main channels which are received high preferred rate at 48% and 28%.
On the contrary, in Hanoi, these 2 channels just gained a small proportion of liking (below 10%) and “VTV3” stands at
the top with 69% agreed answer
TOTAL HCMC HANOI
%
29 48 2
HTV7 55 84 12
29 2 69
VTV3 62 37 98
21 28 9
HTV3 44 56 26
5 12
Hanoi 25 1 60
5 8
Cartoon Network 5 8
4 7 2
HTV9 59 89 14
3 4
Disney Channel 3 4
2 1 2
HTV1 18 23 10
1 2
VTV1 37 21 60
1 2
VTV2 16 9 27

HTV2 12 16 7

N=382 N=188 N=194

The most favorite Favorite


Q: Which are children’s favorite TV channels?
Based on children who choose code 4_E1a Q: Amongst, which is the most favorite channel? Viettrack Market Research - April 2010
Mothers’ favorite TV channels
According to mothers in HCMC, “HTV7” is the most favorite channel (reach 57%). Meanwhile, 72% is
the favorite rate for “VTV3” in Hanoi.

TOTAL HCMC HANOI


%
37 13 72
VTV3 81 69 98
34 57
HTV7
66 92 29
8 12 3
HTV9
71 92 40
6 1 12
Hanoi 30 4 69
5 8 1
HTV3
39 49 24
4 5 4
VTV1
58 45 77
3 1 5
HTV1
28 38 13
2 3 1
SCTV9 3 4 1
1 2
VTV2
26 18 37

N=382 N=188 N=194

The most favorite Favorite

Q: Which are mothers’ favorite TV channels?


Based on children & mothers who choose code 4_E1a Q: Amongst, which is the most favorite channel? Viettrack Market Research - April 2010
Children’ s favorite TV programs
According to 73% agreed rate gained from children opinions, they have only 1 answer for the question
which
hi h the
th TV program they
th like
lik watching
t hi mostt is
i “cartoons”
“ t ”

TOTAL HCMC HANOI


%
73 72 74
Cartoons 99 99 99

11 12 9
Gameshow 53 60 42

7 6 9
Films
58 58 58

5 5 4
Children’s music 47 48 45

4 5 2
Wildlife world
24 27 19

2
Circus
28 28 28

N=382 N=188 N=194

The most favorite Favorite


Q: Which are children’s favorite TV programs?
Based on children who choose code 4_E1a Q: Amongst, which is the most favorite program? Viettrack Market Research - April 2010
Children’ s favorite TV game shows
In HCMC, “Siêu quậy tí hon”, “Những người bạn nhỏ” and “Chung sức” on HTV7 are being watched
with the favorite rate is over 17%.
17% In contrast,
contrast in Hanoi,
Hanoi most of children responded “Đồ
Đồ Rê Mí
Mí” as the
only TV game show they like watching most with the agreed rate is 83%

TOTAL HCMC HANOI


%
30 5 83
“Đồ Rê Mí” – VTV 3
46 24 93
“Siêu quậy tí hon” – HTV 7 17 23 5
53 69 20
14 19 6
“Những người bạn nhỏ” – HTV 7 46 62 12
12 17 2
“Chung sức” – HTV 7 38 55 2
11 17
“Sieu thi mayy mắn” – HTV 9 41 60 2
“Ai thông minh hơn học sinh lớp 5?” - 10 14
HTV 2 32 43 10
3 5
“Chuyện không của riêng ai” – HTV7 29 42 2
1
“Nào ta cùng hát” – HTV7 21 27 7
1 2
“Hãy là bé ngoan” – HTV 9 20 27 5
Ai là triệu phú 1 2
1 2

N=194 N=113 N=81

The most favorite Favorite

Q: Which are children’s favorite TV game shows?


Based on children who choose code 3_E6a Q: Amongst, which is the most favorite game show? Viettrack Market Research - April 2010
Children’ s favorite channels on cable TV
In general, “Disney channel”, “Cartoon network”, “Bibi-hoạt hình” and “HTV3 thiếu nhi” are the four
cable channels which children like watching most.
most
In HCMC, “Disney channel” stands at the top with 33% agreed answer and in Hanoi, “Bibi-hoạt hình”
is the most favorite channel which is received up to 41% agreed rate when asked
TOTAL HCMC HANOI
%
32 33 31
Disney Channel 83 85 81
18 23 7
Cartoon Network 62
6 74 40
0
18 6 41
Bibi-Hoat hinh (VCTV8) 47 36 68
17 17 16
HTV3 kenh thieu nhi 61 67 49
4 8
Sao TV (SCTV3) 21 32
4 6
Yeah1 TV (SCTV4) 16 24
3 4 2
Disney-Hd 21 22 19
1 1
Animax 16 22 4
1 1
Star Movies 17 16 18
1 1
HBO 28 27 29
1 1 3
VTC 11 1 1 3

N 318
N=318 N=182 N=136

The most favorite Favorite


Q: Which are children’s favorite channels on cable TV?
Based on children who choose code 5_E1a Q: Amongst, which is the most favorite channel? Viettrack Market Research - April 2010
Mothers’ favorite channels on cable TV
As for mothers, “HBO” is not only one of the most often being watched channels (with 83% agreed) but it also
is the most favorite one with the agreed
g rate stands at 29%. Although
g “Star movie” and “Cinemax” have
received more than 60% opinions that they are regular channels, but in case of the most favorite level, it goes
behind “HTVC gia đình” and “SCTV9”, because these 2 channels always have social psychological films from
Hong kong, Korea,…
TOTAL HCMC HANOI
%
29 30 27
HBO 83 89 72

19
9 21 15
HTVC gia dinh 47 49 43

14 21
0
SCTV9 41 54 15

10 8 15
Star movie 64 71 50

6 5 7
Cinemax 63 66 56

6 2 12
VTC1 30 27 37

16 13
Khác 13
24
10 4

N=318 N=182 N=136

Q: Which are mothers’ favorite channels on cable TV ? The most favorite Favorite
Q: Amongst, which is the most favorite channel?

Based on children & mothers who choose code 5_E1a Viettrack Market Research - April 2010
Purposes of surfing on the Internet
“Play online games” is the main entertainment for most of children when surfing on the Internet (with 96%).
Furthermore in HCMC “listen
Furthermore, listen music
music” and “watch
watch film
film” are chosen by the majority of children with the rate for
each one is 53% and 32%.
With a little contrary against with HCMC, Internet is used as a tool for their “learn and study” with 27% approval.

TOTAL TP.HCM HANOI


%
Play online games 96 94 100

Listen music 47 53 35

Watch films 25 32 12

Chat 21 27 9

For learn and study 18 14 27

Read news 17 20 12

Log in blog/ facebook 7 11

N 156
N=156 N 88
N=88 N=68

Based on children who choose code 6_E1a Q. What are children purposes as surfing internet? Viettrack Market Research - April 2010
Time surfing on the Internet daily
The suitable time for surfing on the internet in HCMC and Hanoi is quite distinction. For children in
HCMC, up to 47% children answer 18h-20h is their choice and in Hanoi although the agreed rate is
47% as the same with HCMC, the answer is 16h-18h.

TOTAL TP.HCM HANOI

%
11 13 9
9:00 – 12:00 AM

12:01 – 16:00 PM 10 14 3

16:01-18:00 PM 28 18 47

18:01-20:00 PM 44 47 38

20:01 – 24:00 PM 32 30 35

N=156 N=88 N=68

Based on children who choose code 6_E1a Q. What time do children surf Internet in a day? Viettrack Market Research - April 2010
Children’s favorite website addresses
According to those those who use Internet for playing online games, “www.gamesonline.com” is the
popular address (with 45% agreed)

TOTAL HCMC HANOI

%
45 47 41
www.gamesonline.com 73 71
74
16 12 24
www.trochoivui.com
50 52 47
11 11 12
www.gamevui.com
38 35 44
7 6 9
www.play.zing.vn 43 46 38
6 8 3
www.mp3.zing.vn 29 27
30
3 2 6
www.Kenh14.vn 13 14 12
3 3 3
www.nhaccuatui.com
21 23 18
2 2
www.nhacso.net 10 9 12
2 2 2
www.nghennhac.info 14 14 15
5 8
Khác 5 7 2

N=156 N=88 N=68

The most favorite Favorite

Q: What are children’s favorite Website addresses?


Based on children who choose code 6_E1a Q: Amongst, what is the most favorite Website address? Viettrack Market Research - April 2010
Children’s favorite online games
“Nha hang vui ve” & “Dot Kich” are two favorite game online of Saigonese kids while Hanoians prefer
Pikachu & Boom

TOTAL HCMC HANOI

18 23 9
Nha hang vui ve (Game zing) 39 40 35
16 15 18
Dotkich 29 29 29
16 21 6
Audition 34 42 21

16 13 21
Pikachu 27 23 35

13 8 21
Boom
33 29 41
10 13 6
Dua xe lien luc dia
19 23 12

11 7 19
Others
9 9 8

N=388 N=188 N=200

The most favorite Favorite %


Q: What are children’s favorite online games?
Based on children who choose code 4_E9 Q: Amongst, what is the most favorite online game? Viettrack Market Research - April 2010
KIDS’ BEHAVIOR

ƒ Study behavior

ƒ Shopping behavior

ƒ Eating behavior

ƒ Entertainment behavior

ƒ Summer entertainment behavior

ƒ Preferred promotion forms

ƒ Media channels

ƒ Idols
Id l

Viettrack complies ISO 20252:2006, the international quality standard in market research
Children’s favorite characters
“Tom & Jerry” are the 2 most favorite characters with 39% children agree, the second is “Doremon”
approved by 15% children and the next ones are “Harry Potter” (with 9%), “Spiderman” (8%) and
Ben 10 (6%)

TOTAL HCMC HANOI

39 39 38
Tom & Jerry 85 83 87
15 13 18
Doremon 58 50 71
9 9 9
Harry Porter 27 24 32
8 7 9
Spiderman 25 20 32
6 7 4
Ben 10 20 23 16
4 5 2
Mickey mouse 59 57 61
3 3 4
Pikachu 30 18 47
3 1 5
H ll kitty
Hello kitt catt 20 12 32
12 14 11
Others 10 9 12
1 2 2
Don't know 1 2 2

N=400 N 200
N=200 N 200
N=200

The most favorite Favorite %


Q: What are children’s favorite characters?
Q: What is the character children like most ? Viettrack Market Research - April 2010
Children’s favorite singers, actors and actresses
“Hoài Linh” is the most favorite actor with the agreed rate is 23%. Besides, there is “Xuân Mai”
singer with the rate is 15%

TOTAL HCMC HANOI

23 31 10
Hoai Linh
47 59 29
Xuan Mai 15 9 23
30 17 50
Dinh Toan 6 10
22 37
Tang Thanh Ha 6
22
3
12
12
38
Bao Thy 6 1 14
21 8 40
6 4 8
Dan Truong
19 14 27
Minh Hang 5 3 7
23 20 28
4 7 0
Dai Nha 18 29 2
4 3 5
Hieu Hien
13 15 11
Others 7
8
7
8
9
10
18 22 12
Dom't know 18 23 12

N=400 N=200
N 200 N=200
N 200

The most favorite Favorite %


Q: What are children’s favorite singers, actors and actresses?
Q: What is the character children like most ? Viettrack Market Research - April 2010
Month Market Research

Your feedback and enquiry on Viettrack is highly appreciated.


The next Viettrack will come in on 15th May 2010

Contact: Le Lan Phuong, CRM Department


Tel: +84 8 3514 2584
E il phuongle@fta.com.vn
Email: h l @ft
www.ftaresearch.com

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