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e consumers’
behaviors
23 December 2011
About the Survey
2
Consumers’ E-behaviors
survey was designed with
an aim to provide a fresh
update about our
consumers online
behaviors.
The survey were carried out
within the first 2 weeks of
December, 2011.
For further info or feedback,
please contact:
Ms. Tran Lien Phuong
Research Director [email protected]
? i
› Achieved sample: n=2,004
› Average length of the
survey: 12 mins 44 secs
11%
44% 38%
6%
Under 19 20-24 25-34 Over 35
Age
50% 50% Male
Female
7%
12%
15%
20%
20%
8%
2%
1%
< 1.500.000 VND
1.500.000 – 2.999.000 VND
3.000.000 – 4.499.000 VND
4.500.000 – 7.499.000 VND
7.500.000 – 14.999.000 VND
15.000.000 – 29.999.000 VND
30.000.000 - 45.000.000 VND
> 45.000.000 VND
3
The Respondents’ Profile
Income Occupation
Gender
n=2004
n=2004
n=2004 n=2004
1% 0% 2%
2%
11% 2%
1%
13%
62%
1% 0% 2% 2%
11% 2% 1%
13%
62%
No formal education
Incomplete primary school
Complete primary school
Incomplete secondary school: technical/ vocational type
Complete secondary school: technical/ vocational type
Incomplete secondary school: university-preparatory type
Complete secondary school: university-preparatory type
Some university-level education, without degree
University - level education, with degree
4
Daily activities
52%
41%
31%
50%
48%
49%
24%
28%
33%
19%
21%
22%
32%
20%
12%
27%
9%
17%
34%
13%
11%
11%
Weekends
78%
63%
57%
46%
44%
38%
35%
29%
28%
27%
24%
24%
23%
22%
21%
20%
16%
14%
13%
10%
9%
6%
Weekdays
5
More outing and group activities on weekends Surfing the web is the most popular activity but dropping during weekends
Going to the Internet - Surfing the web
Watching TV at home
Reading books/newspapers/magazines
Sleeping
Hangout at café
Go shopping
Watching movies at home
Cooking at home
Cruising around the city
Working at home
Going to bookstores
Grocery Shopping at wet market
Going to the cinema
Playing sports
Listening to radio
Dining out
Working out/go to GYM
Boozing
Go picnicking
Going to beauty salon
Going to spa or massage
Going to art performance
Q: Which activities do you often do at weekends/ on weekdays? n=2,004
Breakdown by different demo target groups also available upon request.
6
Online activities
7
Reading news is the most popular online activities. Chat, games and movies
go up on the weekends
93%
85% 81%
70% 69%
55% 43%
32%
30% 30%
29%
29%
28%
24%
12%
31%
16% 12%
19%
8% 3% 2%
1% 0%
1% 0%
4%
2%
0%
0%
84%
73% 70%
66% 69% 57%
36%
45%
33%
31%
25%
34%
28%
25%
13% 22%
6% 9%
21%
9%
5% 3% 7%
1%
1% 0%
10%
1%
2%
0%
Weekdays
Most frequent at weekdays
Weekends
Most frequent at weekends
Q: Which online activities do you often do at weekends/ on weekdays? n=1,558
Q: Which online activities do you do most often at weekends/ on weekdays? n=1,049 (those who often get online at
weekends/ on weekdays)
Breakdown by different demo target groups also available upon request.
8
Favorite online topics
and behaviour
9
Promotions and discounts information catches the most attention of the
audience followed by news and music
33% 34% 34% 37%
40% 45%
56%
62% 62% 67%
Promotions or
discounts info
National News World News Good songs
?
New products
info
Info about
cuisine, dining
out
Info about
entertainment
activities
Quotes/Idioms Funny
Stories
Beauty Tips
Q: Which topics are you interested in when you are surfing the internet? n=1,654
Breakdown by different demo target groups also available upon request.
10
Our consumers love to share their opinion on various topics they are
interested in
60%
51%
37%
32%
24%
9%
50%
0% 100%
Q: When you read your favorite topics, what do you often do after you read them? n=1,654
Breakdown by different demo target groups also available upon request.
Post the link on social networks to share with others
Save and bookmark for later reference
Talk to/discuss with other people about the topic
Forward to specific target via emails
Post comments
Just read and do nothing
11
Their involvement is strong across all different topics
62%
62%
62%
65%
65%
26%
25%
25%
25%
29%
40%
39%
40%
43%
42%
7%
8%
8%
7%
7%
53%
53%
54%
54%
56%
35%
35%
36%
36%
36%
News about promotions or discounts
Local news
World news
Nice songs
New product information
Actions taken by specific topics
can be produced if required
n=1,116
n=1,032
n=1,021
n=920
n=752
Q: When you read your favorite topics, what do you often do after you read them?
Breakdown by different demo target groups also available upon request.
News about promotions
or discounts
Post
comments
Save and
bookmark
for later
reference
Just
read
and do
nothing
Post the link
on social
networks to
share with
others
Forward to
specific
target via
emails
Talk to/discuss with
other people about
the topic
12
Engagement with social
website
13
Yahoo is still the most popular website among the online community
94%
81% 77%
69%
20% 15% 14% 12%
6%
45%
22% 27%
6% 0% 0% 0% 0% 0%
Q: Which of the following websites that you have registered an account? n=1,654
Q: Which one do you use the most often? n=1,654
Breakdown by different demo target groups also available upon request.
14
The youth (20-24 years old) dominate among social networks’ users
Breakdown by different demo target groups also available upon request. Under 19 Over 35 25-34 20-24
n=1,273
11%
48%
35%
5%
(91)
(106)
(95)
(90) 12%
49%
35%
4%
n=1,341
(100)
(108)
(95)
(72)
14%
52%
32%
3%
n=1,148
(116)
(114)
(87)
(54)
12%
46%
37%
5%
n=1,547
(100)
(101)
(100)
(90)
Note: The figure in bracket is the index number indicating
the variation from the base value.
15
Awareness and attitude
towards online ad/
promotion
16
Online banners gain highest awareness but the hook is on the content and
layouts - execution is key
Do not care/skip it
Click to see more but do nothing after
Click to see if the format/layout is
attractive and has impressive effects
Only click to see if the products or
services brands are relevant to me
Click to see and spread it to many
other people
Participate in the forums/post
comments
Close this webpage and open another
Awareness Rate
25% 21%
38%
8% 12% 11%
7% 6%
14%
3% 3% 4%
9% 10%
8%
12% 12% 15%
32% 33%
21%
25%
22% 18%
42%
37%
29%
42% 33% 37%
4%
9% 4%
18%
18% 11%
3% 5%
3% 13% 21%
23%
86%
64% 61%
38%
38% 36%
Online Banner Commercialvideo Clip
Pop Up Articles orstories aboutproducts or
services
Social networks,fan pages of
onlinecommunities
Forums,commentsn=1,416 n=1,002
n=1,058 n=595
n=627 n=636
Q: Which types of online advertisings that you see on the Internet? n= 1,654
Q: What do you often do when you see those types of online advertisings?
Breakdown by different demo target groups also available upon request.
17
Time spent online
18
Nearly one half of Internet users spend 4 hours or more a day online
2%
17%
21%
17%
43%
Under 1 hour
1- 2 hours
>2-3 hours
>3-4 hours
4 hours or more
Average time a day
4hrs24mins
Q: Average, how much time do you spend to surf the internet? n=1,654
Breakdown by different demo target groups also available upon request.
31
21 28
29
27 22 16
25 39
44
43 31
19
20
7 4 1 1
1 3 7
29
36
33
31
Peak time is 9-11AM and 8-10PM
Q: When do you often surf the Internet? n=1,654
Breakdown by different demo target groups also available upon request.
AM PM
20
Their view on Vietnam’s
economic outlook?
6% 42% 30% 22% 1%
7% 45% 26% 21% 1%
1% 36% 37% 24% 2%
21
Not very positive on current economy but hopefully better in the next 6 months
Very
Negative Somewhat
Positive
Somewhat
Negative Not sure Very
Positive
Q: Which of the following best describes your view on Vietnam’s current economy? n=2,004 (asked in Oct & Dec 2011)
Q: Which of the following best describes your view on Vietnam’s economy in the next 6 months? n=2,004 (asked in Dec 2011)
Breakdown by different demo target groups also available upon request.
Mean: 2.73 (n=1586)
Mean: 2.65 (n=2004)
Mean: 2.89 (n=2,004)
OCT 2011
DEC 2011
In the next 6
months
50%
22
What is the impact of
negative economic
outlook?
23
Entertainment industry receives greatest impact from negative outlook
DINING IN RATHER THAN
EATING OUT
55
59
MINIMIZE TRAVELLING FAR
DISTANCE UNLESS REALLY
NECESSARY
43 47
SPEND LESS ON
ENTERTAINMENT
70 74
SWITCH TO PUBLIC
TRANSPORTATIONS OR SHARE
BIKE WITH COLLEAGUE
18 20
ONLY BUY PRODUCTS
WITH PROMOTIONS OR
DISCOUNT
38 45
CONSIDER SWITCHING TO
LESS EXPENSIVE PERSONAL
CARE PRODUCTS
22 26
CONSIDER SWICTCHING TO
LESS EXPENSIVE HOME CARE
PRODUCTS
24 26
RECONSIDER PURCHASING
A NEW LAPTOP OR MOBILE
PHONE
52 55
Note: The figure is compared to data collected in Oct 2011
Q: Which of the following describe your behavior as an impact of current economy? n=2,004
Breakdown by different demo target groups also available upon request.
24
More about our survey
Break down by demographic groups (age, gender, locations) for presented
information is available upon request.
The following information is also available:
• Technology & Car Brands
• Banks & Financial Services
• Vietnamese Economic Outlook
Understand your target customers with customer-centric strategies.
Please contact us if you need to know more about your consumers.
Ms. Tran Lien Phuong
Research Director
M: 0903 919 340