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Vietnamese mom: Digital usage and influence factors
Objective The research was conducted with the objective of understanding the lifestyle and behaviors of the mothers in this digital age. Data was collected from voices of 500 modern mothers aged 23 to 39 in Hanoi and Ho Chi Minh. The report consists of analysis on their behaviors and lifestyles together with the effects of digital integration.
Mom & Technology
Internet usage (per day)
35% use internet more than 5 hours. The average is 197 minutes.
Q. How long do you use internet a day?
3%
9%
18% 16%
10% 10%
35%
Less than 30 min
30-59 minutes 1-2 hours 2-3 hours 3-4 hours 4 -5 hours More than 5 hours
Device ownership
92%
45% 34% 33%
16%
2%
7% 16%
32%
9%
6%
48% 49% 36%
75%
Smartphone Feature phone Tablet Desktop Notebook I own mine I share it with my family I do not own it
Smartphone is the most common device. Feature phone is still used by 45% of moms.
Q. What kind of the following device do you have?
Messaing apps for communications w husband
SMS, Zalo and Facebook Messenger are the most popular tools
75% 74% 74%
35% 26%
17% 4% 4% 3% 4%
Messenging apps
Yes, 88%
No, 12%
Usage of messaging service with husband
Q. Do you use messaging apps / SNS / email to communicate with your husband? / What messaging methods?
Messaging apps for communications w parents
57% use messaging services. Communications with parents are mostly conducted by SMS.
64%
51% 49%
24% 13%
7% 6% 5% 1% 3%
Messaging apps
Yes, 57% No, 43%
Usage of messaging services with parents
Q. Do you use messaging apps / SNS / email to communicate with your husband? / What messaging methods?
Information source
Mom’s Information source
Internet
(Brands
website)
Friends
Internet
(communit
y websit
e)
Internet
(News websit
e)
TV progra
m
Magazine / Book
TVCF
YouTube /
Online websit
e
Beauty
care / health care store staff
Event /
Exhibition
Email / news magazine
Retail store staff
Flyer / Broch
ure
Parents
Husband Radio Other
s
Beauty / health care 69% 51% 50% 48% 47% 37% 36% 32% 31% 21% 12% 10% 10% 8% 7% 5% 3% 1% pregnancy / baby birth 52% 26% 42% 46% 49% 33% 36% 14% 23% 7% 9% 4% 3% 4% 38% 10% 4% 2% Child care 52% 24% 47% 48% 44% 43% 35% 12% 25% 4% 10% 4% 5% 4% 53% 17% 5% 1%
Facebook is used as most common source, while the influence of parents are quite big when it comes to child care
Popular online media for beauty / healthcare
Eva is the top website that moms refer to for information about beauty or healthcare.
Q. Please choose website / Facebook page that you refer to for beauty/healthcare (FA)
73
26 18 16 13 13 12 8 7 6 6 6
WEBSITE LIST
1 Eva.vn
2 Webtretho
3 phunuvagiadinh
.vn
4 ngoisao.net
5 afamily.vn
TOP 5 WEBSITES
Popular online media for pregnancy
When it comes to pregnancy, Eva & Webtretho stands at the top list of websites.
Q. Please choose website / Facebook page that you refer to for pregnancy (FA)
91
66
34 21 18 16 12 11 11 7 6 6 5 5
WEBSITE LIST
1 Eva.vn
2 Webtretho
3 phunuvagiadinh
.vn
4 suckhoesinhsa
n.com.vn
5 afamily.vn
TOP 5 WEBSITES
Popular online media for child raising
Webtretho seems to be the most trusted community for moms to learn about child rising.
Q. Please choose website / Facebook page that you refer to for child rising
76
29 28 17
11 8 8 6 6 6 5 5 4 3
WEBSITE LIST
1 Webtretho
2 Eva.vn
3 Marrybaby.vn
4 lamchame.com
5 2! Đẹp
TOP 5 WEBSITES
Q. What are the online shopping name that you have used?
1 – Lazada(116)
2 – Adayroi (70)
3 – Facebook (37)
4 – Tiki (25)
5 – Shopee (19)
6 – Hotdeal (17)
7 – Sendo (13)
8 – Muachung (12)
9 – Lotte (7)
10 – Nhomua (4)
Popular online shopping site
Q. What brand comes up when you hear the “Brand for mom"? (FA)
1 – ConcungChained supermarket for mother & babies.
2 – BobbyBaby care product from
Japan
3 – HuggiesBaby care product from
USA
4 – Bibo MartChained supermarket for mother & babies
5 – VinamilkA diary company in
Vietnam
6 – MerriesA baby diaper company
from Japan
7 - Johson&JohnsonA baby care product
from USA
8 – PampersA baby diaper product
of P&G
9 – EnfamilA milk fomula product
of Mead Johnson
10 - Kids plazaChained supermarket for mother & babies.
Names associated with “Brand for mom”
1 - Minh HàHotgirl, influencer
2 - Ốc Thanh VânActress, MC
3 – Victoria BeckhamSinger, bussinesswoman
4- Angelina JolieActress
5 – Elly TrầnHotgirl
Q. Please choose one name of the celebrity when you hear the keyword of "ideal mom"
Celebrity name associated with “ideal mom”
Digital usage for children
IT device usage of children
76% allows their children to us IT devices with the usage duration up to 1 hour (73%)
34%
40%
19%
4%
Less than 30 min
30-59 minutes
1-2 hours 2-3 hours
Usage duration
Q. Do you allow your children use IT devices (smartphone, tablet, PC)? / How long does your child use Internet a day?
Yes, 76%
No, 24%
Usage permission
Children activities on smartphone
Children are allowed to use smartphones mostly for entertaining purpose (video, music, photos) while 47% use it for learning purposes.
Q. What kind of activities do you allow your children to do with smartphone?
1 Watch video
2 Listen to music
3 Study / Learning
4 Take photo
5 Play game
72%
47% 47%
33% 31%
22%
8% 5%
Concern of children using IT devices
62% are very concerned & concerned about children using IT devices.
All HCM Hanoi 23-29 30-39 Very concerned 16% 20% 13% 18% 14% Concerned 46% 47% 45% 45% 47% Average 34% 29% 38% 32% 36% Not concerned 3% 3% 3% 3% 3% Not concerned at all 1% 0% 2% 2% 0%
34% 29% 38% 32% 36%
46% 47% 45%
45% 47%
16% 20% 13% 18% 14%
Q. How much are you concerned to let your children touch the IT devices?
Summary
Summary Communications Influences Digital on kids
• Long internet connections - 35% of mom use internet more than 5 hours
• SMS as popular tools to communicate with husband and parents
• Facebook are the poplar info source for most but pregnancy, where parents play important roles.
• Webthreho and Eva are the popular web source
• Concung.com, Bobby and Huggies are the top brands that are associated with mom
• 76% let their children use IT devices
• The main usages are video, followed by music and learning
• 62% are concerned on the IT usage of their children
Audience profile
Demographics (N=514)
HCM, 51%
Hanoi, 49%
City
2% 9%
17% 30%
20% 8%
7% 4%
3% 2%
0% 0%
Lower than 5,000,000 VND
7,500,001 VND - 10,000,000 VND
15,000,001 VND - 20,000,000 VND
25,000,001 VND - 30,000,000 VND
40,000,001 VND - 50,000,000 VND
70,000,001 VND - 100,000,000 VND
Household income
20-24, 7%
25-29, 43% 30-34,
33%
35-39, 17%
Age
1, 53% 2, 41%
3, 5% 4, 1%
Number of children
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0% 1%
18%
31%
22%
14%
7%
3% 3%1%
Age
19%
18%
6% 4% 3% 3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City
Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 180,000 members as of Nov, 2016
Married Status Household income Smartphone ownership
Single, 72%
Married, 25%
Others, 3%
26%
24%
14%
15%
9%
5%
3%
4%
< 5M VND
5 - 7.5M VND
7.5 - 10M VND
10 - 15M VND
15 - 20M VND
20M-30M
30-40M
<40M
27%
25%
18%
8%
8%
6%
15%
18%
Apple
Samsung
Nokia
LG
Asus
Sony
Others
Do not own
Our Advantage: Direct Panel Management
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