Cimigo live the wealth report (English Version)

1. In Vietnam, wealth is…
The Wealth Report March 2012

2. 2
This is not a report about who has money and who doesn’t.
This is not a study of High Net Worth Individuals and their
assets. This is a study about Vietnamese people and what
they think about wealth.
Is love more important than money? Are designer labels
important? And if they suddenly received a large amount of
money, what would they do with it?
We asked over 2000 people from our CimigoLive online
panel for their opinions on wealth.
To those of you who took part in the survey, many thanks.
And for everyone else, we hope the findings are interesting.
Please feel free to share this report with your friends and see
whether they agree with what we found.
Thank you.
The CimigoLive Team

3. Save, save, save!
We are a nation of savers. When asked
what we do with money we have left over
after paying our bills, most of us strongly
agreed we would “Save it”. Only a few
people would spend it today and enjoy it.
Interestingly, it was people in HCMC
rather than Hanoi who most strongly
agreed with saving.
3
64
14
50
10
Save it
Spend it
Save it
Spend it
Save for the future, or
spend & enjoy now? (%)
Love is more precious than gold
Most of us would rather be in love than be
wealthy, if forced to choose.
This is the same for males & females and
across cities. But it seems the older we get
the more important love becomes. Perhaps
we begin to discover that love is easy to
lose, but hard to replace.
Healthy & wise is a priority over wealthy
Across all types of people and geographies, there is overwhelming agreement
that health and education are more important than wealth. There is even more
agreement on this than there is on love. Perhaps we can say that the priorities
of the people of Vietnam are Health, Education, Love, and then Wealth.
Ha Noi
HCMC
56
61
69
63
18
18
16
17
25
21
15
20
15-19 yrs
20-29 yrs
30 yrs+
Total
Love is more important
than Wealth (%)
Agree Neutral Disagree
78 1013Total
Education is more
important than Wealth (%)
Agree Neutral Disagree
87 58Total
Health is more important
than Wealth (%)
Agree Neutral Disagree

4. We save a lot, but we‟d like to save even more
Whilst 20% of our sample had no income, of those who did, 56% claimed to
save 11% or more of their income. When asked what their ideal savings rate
would be, 85% said it would be 11% or more.
4
12
33
36
14
6
0
14
60
20
5
Nothing
<=10%
11%-30%
31-50%
51%+
Actual vs Ideal Savings (%)
Ideal
Actual
Save first, don‟t borrow
When asked how we would like to
pay for an expensive new scooter,
the overwhelming preference
across all groups was that it is
better to save first rather than take
a loan and enjoy it now.
Saving for the big treat
The majority of us said we would
prefer to save for a big treat than
spend now on lots of small treats.
Out of all groups, women were
most likely to say they prefer
small treats, 20% agreed on this.
84
80
82
5
6
5
11
14
13
Lower Income
Higher Income
Total
Save & Buy Later vs. Borrow &
Enjoy Now (%)
Save First Neutral Loan Now
80
73
77
8
8
8
12
20
16
Male
Female
Total
Save For Big Treat vs Spend On
Many Small Treats (%)
Big Treat Neutral Small Treat

5. 5
But, we like the status of
“designer labels”
More than half of us said
designer labels are important,
only a third disagreed.
Perhaps surprisingly, there was
no difference in gender or age,
though HCMC residents were
keener on labels than elsewhere.
24
19
22
22
HCMC
Hanoi
Male
Female
Strongly Agree Labels Are Important
(%)
37
39
41
42
47
47
49
51
51
55
56
71
77
Health Insurance
Smart Phone
New Motorbike
Pay a Debt
Fridge, Microwave etc
Education
Holiday
Camera, Computer etc
Charity
Clothes
Party with friends
Give to my family
Save it
I would „spend‟ VND20m on…
(%)
So what if we won VND20m – what would we do with it?
77% said we would save some of this windfall, and we’d save 37% of it. Giving
to the family was the 2nd highest priority, and accounting for 17% of VND20m.
Partying with friends and giving to charity were also in the Top 5.
Saving is key, but sharing the luck is important too with family, friends, and
charities in the Top 5.
1
2
2
3
3
4
5
5
5
7
7
17
37
Health Insurance
Charity
Party with friends
Clothes
Education
Smart Phone
Pay a Debt
New Motorbike
Fridge, Microwave etc
Holiday
Camera, Computer etc
Give to my family
Save it
In these proportions... (%)

6. Wealth in Vietnam is…
Across all age groups, incomes, and cities, saving is a priority for
Vietnamese people. 56% of people currently save 11% of their income or
more, but 85% would like to do so. We would rather save for a big treat than
spend now on small treats. We would prefer to save for a big item like a
new scooter, than to take a loan and enjoy it now. And, if we won a large
sum of money, saving it would be a priority.
That being said, health and education are paramount and if we had to
choose between being wealthy or being in love, most of us would choose
love. Furthermore, giving back to our families, sharing with friends, and
making a charitable donation all feature highly in what we would do if we
won some money.
In these modern days, it often seems that the pursuit of money is the main
focus. Of course we would like to have “designer labels” and feel good
about ourselves. We know that wealth can bring a degree of happiness that
comes from having financial security. However, Vietnamese people still
have a balanced view on their priorities. Love, family, friends, society,
health, and education are all very important. Wealth in Vietnam is not
everything.
6

7. 7
Share the wealth
We hope you enjoyed these results.
Please do share them with your friends and see whether they agree
with what we have found.
Join in and express yourself
At CimigoLive we regularly conduct fun surveys like this. If you
haven’t already, we would like to invite you to join in and have your
voice heard.
Please join for free at www.cimigolive.com
Win prizes for you…
Taking part in our surveys is fun and you could win a
range of prizes, from video cameras to international
holidays.
…and support the community
For many of our surveys, we make a donation to the
Vietnam Red Cross Society. Your participation supports
the community.
CimigoLive‟s promise to you…
We are a professional market research company.
 We will never try to sell you anything
 We will never share or sell your personal
details
 All results are anonymous

8. 8
About Cimigo…
Cimigo is the largest independent marketing research
consultancy in Vietnam. From our own 10-storey HQ
in Ho Chi Minh City and through our other offices
across Vietnam we work to listen to the voice of the
consumer.
We can be found at…
Add: 9, Nguyen Huu Canh Street, Ho Chi Minh City
Tel: +84 8 3822 7727
WWW: Cimigo.vn
Email: contact@cimigo.vn
We look forward to listening to you…