It is always mentioned that the lifestyle between the south and north of Vietnam is different. This report illustrates the media consumption behavior and creative impression differences between south and north

1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Vietnam Media behavior differences in South & North

2. Overview
16-19, 14%
20-24, 32%
25-29, 32%
30-34, 14%
35-44, 7%
Respondent profile (N=631)
It is always mentioned that the lifestyle between the South
and North of Vietnam is different. This report illustrates
the media consumption behaviors and creative
impression differences between South and North
North, 47%
South, 53%
Age Area

3. Media Consumption – Facebook / Internet
1%
11%
33%
19%
11%
12%
6%
3%
5%
5%
17%
33%
14%
8%
7%
6%
3%
8%
I do not use Facebook
Less than 30 minutes
31 - 60 min
61 - 90 min
91 - 120 min
2 - 3 hours
3 - 4 hours
4 - 5 hours
More than 5 hours
Facebook
South North
Q: How many hours do you use internet / Facebook daily (SA)
1%
7%
33%
12%
10%
13%
9%
4%
11%
2%
13%
23%
12%
10%
13%
8%
4%
15%
I do not use Internet
Less than 30 minutes
31 - 60 min
61 - 90 min
91 - 120 min
2 - 3 hours
3 - 4 hours
4 - 5 hours
More than 5 hours
Internet
South North
South has more people who spend very long hours on Internet and Facebook

4. Media Consumption – TV / Internet
Q: How many hours do you watch TV / Youtube daily (SA)
Time to spend on YouTube is longer in south than north
6%
10%
26%
34%
13%
6%
5%
0%
0%
0%
7%
12%
21%
35%
9%
6%
5%
4%
0%
1%
I do not have TV
I do not watch TV
Less than 30 minutes
31 - 60 min
61 - 90 min
91 - 120 min
2 - 3 hours
3 - 4 hours
4 - 5 hours
More than 5 hours
TV
South North
6%
29%
39%
13%
5%
5%
2%
1%
1%
5%
29%
31%
17%
7%
6%
2%
1%
2%
I do not watch Youtube
Less than 30 minutes
31 - 60 min
61 - 90 min
91 - 120 min
2 - 3 hours
3 - 4 hours
4 - 5 hours
More than 5 hours
YouTube
South North

5. Survey overview
Show the 4 types of TVCF about Tet 2017 to see the reaction differences between South & North
https://www.youtube.com/watch?v=u6byVR1XhIg
https://www.youtube.com/watch?v=ywBgOedsCHE https://www.youtube.com/watch?v=69CwHzyTNmg
https://www.youtube.com/watch?v=mWMAzbDnHHw
Brand: Kinh Đô Brand: Nestlé
Brand: Downy Brand: Comfort

6. Creative evaluation comparison
South people evaluate the creative 11% more positive than North people
8% 9%
12% 8%
47%
39%
19%
21%
14%
23%
North South
8% 5%
13%
9%
43%
36%
20%
24%
17%
26%
North South
12% 10%
12%
10%
46%
41%
17%
18%
13%
22%
North South
9% 10%
10% 9%
40%
30%
25%
20%
17%
30%
North South

7. Creative feedback: (1) Family - Heart warming
8% 9%
12% 8%
47%
39%
19%
21%
14%
23%
North South
Creative evaluation (out of 5)
Least interested Not interested
Average Interested
Very interested
I like the
story
I like the
brand
I like the
music
I like the
visual
atmosphere
I like the
actor/actress
in it
I do not like
the brand
I do not like
the story
Others
I do not like
the music
I like the
visual
atmosphere
I do not like
the
actor/actress
in it
North 55% 34% 20% 17% 10% 7% 8% 5% 3% 5% 4%
South 52% 41% 20% 19% 9% 7% 7% 5% 3% 2% 2%
Happy
Heart
warmin
g
Excitin
g
New Original Old
Not
unique
Boring
Encour
aging
Corny Sad Funny
Luxurio
us
None
of the
above
Cheap
Disapp
ointing
North 41% 46% 33% 25% 17% 15% 8% 9% 5% 4% 1% 5% 4% 1% 0% 1%
South 51% 45% 35% 24% 18% 14% 8% 7% 7% 5% 4% 3% 3% 2% 2% 0%
Impression
Keywords
Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after
watching TVCF (Up to 3)

8. Creative feedback: (2) Family - Fun
8% 5%
13%
9%
43%
36%
20%
24%
17%
26%
North South
Creative evaluation (out of 5)
Least interested Not interested
Average Interested
Very interested
I like the
brand
I like the
story
I like the
visual
atmosphere
I like the
music
I like the
actor/actress
in it
I do not like
the story
I do not like
the brand
I do not like
the music
Others
I do not like
the
actor/actress
in it
I like the
visual
atmosphere
North 39% 49% 23% 26% 14% 7% 4% 3% 4% 3% 4%
South 47% 43% 26% 25% 16% 5% 4% 4% 4% 3% 3%
Excitin
g
Heart
warmin
g
Happy New Old Funny Original
Encour
aging
Not
unique
Boring
Luxurio
us
Corny
Disapp
ointing
Cheap
None
of the
above
Sad
North 47% 33% 32% 26% 13% 10% 10% 10% 8% 7% 5% 3% 2% 1% 1% 0%
South 42% 38% 44% 28% 9% 10% 11% 11% 3% 4% 12% 4% 2% 1% 2% 1%
Impression
Keywords
Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after
watching TVCF (Up to 3)

9. Creative feedback: (3) Family – Emotional / Love
12% 10%
12%
10%
46%
41%
17%
18%
13%
22%
North South
Creative evaluation (out of 5)
Least interested Not interested
Average Interested
Very interested
I like the
brand
I like the
story
I like the
visual
atmosphere
I like the
music
I like the
actor/actress
in it
I do not like
the story
I do not like
the brand
I do not like
the music
Others
I do not like
the
actor/actress
in it
I like the
visual
atmosphere
North 41% 36% 18% 17% 16% 10% 6% 6% 3% 7% 4%
South 43% 35% 23% 17% 16% 12% 7% 4% 4% 4% 3%
Excitin
g
New Happy
Heart
warmin
g
Luxurio
us
Boring
Not
unique
Encour
aging
Old Corny Original Funny Sad Cheap
Disapp
ointing
None
of the
above
North 38% 28% 25% 18% 16% 11% 11% 9% 8% 5% 5% 4% 2% 2% 2% 1%
South 32% 34% 33% 18% 24% 12% 8% 8% 9% 12% 6% 5% 2% 2% 2% 2%
Impression
Keywords
Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after
watching TVCF (Up to 3)

10. Creative feedback: (4) Family - Cute
9% 10%
10% 9%
40%
30%
25%
20%
17%
30%
North South
Creative evaluation (out of 5)
Least interested Not interested
Average Interested
Very interested
I like the
brand
I like the
story
I like the
music
I like the
actor/actress
in it
I like the
visual
atmosphere
I do not like
the
actor/actress
in it
I do not like
the story
I do not like
the brand
I do not like
the music
I like the
visual
atmosphere
Others
North 40% 36% 27% 25% 20% 5% 9% 6% 7% 4% 5%
South 41% 41% 31% 24% 20% 9% 7% 6% 5% 2% 3%
Excitin
g
New Funny Happy
Heart
warmin
g
Boring
Encour
aging
Old
Not
unique
Original
Luxurio
us
Corny
Disapp
ointing
Cheap Sad
None
of the
above
North 46% 32% 31% 19% 17% 10% 10% 9% 6% 6% 3% 3% 3% 2% 1% 0%
South 49% 42% 34% 24% 16% 8% 5% 7% 7% 7% 5% 2% 3% 4% 1% 2%
Impression
Keywords
Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after
watching TVCF (Up to 3)

11. Summary
• South has more people who spend very long hours on internet and
Facebook
• Time to spend on YouTube is longer in south than north
• South people evaluate the creative 11% more positive than North people.
• These evaluation differences are found despite that the respective
evaluation are not that difference. Thus, it could be simply that South people
tend to express their opinion more positively while North people are more
severe
• South people tend to react with the keyword of “happiness” while we see
more ratio of North people choosing “exciting”.

12. Q&Me – About Online Market Research Services

13. Our Solution
Survey is conducted via mobile phone and the data is processed real-time
Affordable Quick High quality
Takes 24 - 48 hours for
most surveys, proving
real-time analysis
Superb real-time
analysis for flexible and
accurate data collection
1/3 of the competitor
pricing

14. 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
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

15. 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

16. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043