Académique Documents
Professionnel Documents
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HCMC HA NOI
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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
- 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.
• 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
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
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
Stationery
St ti
Stationery Kid toys
Personal care &
HH care
Food &
Kid toys beverage Clothes &
accessories
Bánh tráng trộn Fried fish ball Milk tea Snacks Ice-cream
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
INTERNET
Study behavior
Shopping behavior
Eating behavior
Entertainment behavior
Media channels
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.
Child
Children study
t d 96 95 99
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
Computer courses 14 10 21
Physics 5 4 6
Chemistry 2 1 3
No added courses 18 21 14
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
50 50 53 49
43 44
Below 2 times/ week 26 27
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
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
Study behavior
Shopping behavior
Eating behavior
Entertainment behavior
Media channels
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
Kids’ toy
Kids 37 35 1 27 38 33 1 28 35 37 1 27
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
Computer courses 66 24 19 59 30 29 39 15 7 39
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.
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
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
Grocery 1
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
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
N=200 N=123 N=89 N=24* N=19* N=40 N=199 N=200 N=191 N=200 N=200
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
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
Q. What is the monthly average expenditure on……. for children? Viettrack Market Research - April 2010
KIDS’ BEHAVIOR
Study behavior
Shopping behavior
Eating behavior
Entertainment behavior
Media channels
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
At home 48 87 52 91 41 81
Food store 44 86 37 83 55 92
School canteen 6 28 7 31 4 25
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
“Há
Há cảo”
cảo 20 31 3
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
School canteen 55 71 31
Supermarket 45 51 35
Vendors 36 43 25
Parkk 16 19 11
Movie theatre 3 4 1
Internet store 2 3
Q. Where are places children buy junk food? Viettrack Market Research - April 2010
KIDS’ BEHAVIOR
Study behavior
Shopping behavior
Eating behavior
Entertainment behavior
Media channels
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
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.
Sight - seeing 63 70 29
Supermarket 33 36 21
To go swimming 26 31 0
To visit relatives 19 13 50
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.
Supermarket 69 74 64
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
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.
To visit relatives 66 66 68
Supermarket 22 22 23
Museum 10 10 10
To go swimming 2 3 0
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.
To visit relatives 28 42 2
Museum 15 17 9
Supermarket 11 14 3
To go swimming 10 13 3
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
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
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
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
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
Study behavior
Shopping behavior
Eating behavior
Entertainment behavior
Media channels
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
%
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
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
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
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
Decrease
TOTAL HCMC HANOI % decrease
From 11 - 20% 17 20
Above 20% 16 20
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
Giảm
TOTAL HCMC HANOI % decrease
From 11 - 20% 25 34
Above 20% 25 33
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
Study behavior
Shopping behavior
Eating behavior
Entertainment behavior
Media channels
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)
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
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
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
Study behavior
Shopping behavior
Eating behavior
Entertainment behavior
Media channels
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
15 16 15
Fairytale
63 71 49
1 1
Modern literature for children 12 12 12
1 1
Science book 4 3 6
%
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
HTV2 12 16 7
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 318
N=318 N=182 N=136
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
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.
Listen music 47 53 35
Watch films 25 32 12
Chat 21 27 9
Read news 17 20 12
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.
%
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
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)
%
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
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
Study behavior
Shopping behavior
Eating behavior
Entertainment behavior
Media channels
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%)
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
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
71