Se ha denunciado esta presentación.
Utilizamos tu perfil de LinkedIn y tus datos de actividad para personalizar los anuncios y mostrarte publicidad más relevante. Puedes cambiar tus preferencias de publicidad en cualquier momento.

Tet Insights-2016

Understanding the online behaviors of Vietnamese consumers during Lunar New Year 2016.

  • Inicia sesión para ver los comentarios

Tet Insights-2016

  1. 1. • • • • • • • • • nielsen Understanding the online behaviors of Vietnamese consumers during Lunar New Year ' I '••• • • • ••• • •••• • ••• • • •••• Lua Viet Media - IMC Agency Email: admin@luavietgroup.com.vn Phone: 09.32.650.066
  2. 2. • 382 262032 333938 364139 364342 686969 Pupils/Students White collarsParents with kids • 5 25 36 39 40 68 Total Others Goods is more expensive I will join more outdoor activities I am interested in Tet shows programs I expect more meaningful activities I feel happy and excited I really like to prepare forTet 62 62 62 59 The only chance that I can spend 59 62 55 61 time with family I want to do more things together 57 58 56 57 with my family I like to eat home-made foods 47 48 48 45 People feel very excited when Tet comes and enjoy preparing forTet with family. They also consider Tet is the only chance to spend more time with family. Thoughtsabout Tet
  3. 3. Want more Tet stickersAsk friends/family to hang out Would send new year wishes to others 88%72%92% Expectations MESSAGING are used by 75% users to send to their friends Stickers/ Emoticons is the most common format used to communicate in Tet by 90%online users Text Message
  4. 4. 6 16 18 27 6773 7174 8084 6 23 24 33 83 Parents with kids Pupils/Students White collars •Total Others Vote for TV shows Play lucky games Share photos Go shopping online Chat with family and friends Ask to go out Send New Year wishes Messaging intentions Key intentions forTet messaging are sending wishes and chatting with family/friends
  5. 5. Pupils/Students White collarsParents with kids • • Family/Relatives • Friends • Colleagues Total E-cards Stickers/Emoticons Video message Voice message Text message During Tet. users send messages to communicate with friendsand familymembers the most. They mostly send stickers/emoticonsto friends Types of message
  6. 6. Expect the app to provide more Tet albums/ songs 72% Prefer to share Tet songs with friends and others 33% a Expectations Get Tet feeling through music 74% Listen to music for entertainment 88%
  7. 7. Total • Parents with kids Pupils/Students Whitecollars Zing Mp3 866 85 90 85 Youtube Nhaccuatui 539 Nhacvui.vn 24.3 Nhacso.net 19.1 Keeng.vn 79 Pandora 2.4 4 l 3 Spotify 15 2 1 1 Others 4 1 6 3 • Top music applications Zing Mp3 app is used the most during Tet. following by Youtube
  8. 8. Total • Parents with kids Pupils/Students Whitecollars Entertainment purpose 0a 88 90 88 EnjoyTet atmosphere Update Tet music Listen while traveling Share Tet songs to others Update music trend Follow music Idols Others 2 1 3 1 • Key purposes of listening to music are to entertainand to get theTet feeling Music applicationintentions
  9. 9. 3 80 66 White collarsPupils/Students 82 3 Parents with kids • 72 •Total Others Tel songs sharing Song-gifting service Discounts on high quality music Updated new songs More Tet albums Tet albums /Tet songs are the most interesting contents. Pupils/students are still keen on getting the most updated songs during Tet. Music applicationexpectations
  10. 10. Traortional Tet foodTet Shopping intorrnatron 65% Want to share news instantly Prefer Tet-themed interface 62%65% Expectations 66% Topics Entertainment news 80% TV channels News sites [Zing News. VNexpress. Oantn ...l Social network sites [FB. Zalo. Google+ ..l 68% NEWS
  11. 11. 2 14 29 4651 49 7261 7660 3 12 20 77 75 2 14 34 59 53 Parents with kids Pupils/Students White collars • 90 3 Total Others Radio Prints Online TV Friends/Relatives TV News sites (ZingNews. VnExpress. Dantri .... ) Social networks (Facebook. Zaic. Google+. Twitter] Users get almost updated news from social networks than news sites News channels
  12. 12. 3 24 46 56 54 56 IlO 20 30 45 46 58 60 Pupils/Students Whitecollars 26 2723 4940 5851 6051 5757 8480 Parents with kids •Total Others Volunteer activities Domestic/Oversea travels Promotions/Offers Tet fashion Local restaurants Tet shopping Tet food/ tradition Entertainment Types of news Entertainmentnews is sought after the most. following by food/traditioninformation
  13. 13. Tet traditional actrvities 8 food 64% Like nice E:t user-friendly interface Videos about Tet spiritsTet comedies 71%83% Topics Expect to update Tet contents 63% 55% Expectations 0 0 G VIDEO/CLIPS
  14. 14. Total • Parents with kids Pupils/Students Whitecollars Youtube 93 93 94 92 Face book 50 49 Zing TV 47 45 24hVideo 22 16 FPTPlay 17 14 HDViet 16 13 Vietnam TV 15 4 10 MyTVNet 12 3 9 Bong Ngo 3 6 2 4 Others 8 8 ]] 6 • Youtube is still the most preferred app for online video/clips. Zing TV takes the 2nd position. with preference among female audiences. Online video/clips applications
  15. 15. 3 26 29 31 34 59 56 63 68 75 81 White collars 85 5 24 29 50 60 52 56 Pupils/Students 1 32 34 33 42 63 59 68 71 79 84 Parents with kids 83 • 4 Total Others Tet promotions/offers Tet programs in other countries Foreign films/songs Live streaming/liveshow Tet music shows Short Tet movies Family bonding Tet tradition/ foods Tet spirit Tet comedies Users prefer Tet comedies. following behind is video of Tet spirits. Among pupils/ students. they also love shortTetmovies during this festive season. Types of video/clips
  16. 16. 82% want to listen to more Tet albums/ songs use for for Tet atmosphere likeTel inspired videospreferTet-therned interface & news-sharing function preferTet comedieswant more entertainment news view videos via aget news pieces from social networks VideoNews 42% use Tablet more often in Tet use for entertainment purposes hsten to music from a hsten to music from e Music -'~· PARENTS WITH KIDS "Feel happy and excited about Tet!' 67%use Smartphone more often in Tet ..11% 69% send Video message to Family share pictures when messaging will send Newyear wishes to others use C"':.often during Tet chat 0 often dunng Tet Messaging 79% text to friends whilst watching favourite programs on other screens usage time [mobile/tablet/pc] hrs/day 5.71 • tttttii.Tl% use multiscreen while using their smartphone
  17. 17. often use Group Chat with friend 81% will send stickers/ emoticons to friends 81% hke short Tet filmsprefer to get the latest updated/ hot songstext family & friends to hang out 90% preferTet comediesfor entertainment purposeswill send New year wishes to others 81% view videos via awant more entertainment newsfar ahead from ause C"':.often during Tet view videos via f)get news pieces from social platformsuse G) for their music enjoymentuse 0 often during Tet VideoNewsMusicMessaging 17% use Tablet more often in Tet•• PUPILS/STUDENTS 8 out of 10 texts whilst watching favourite programs on other screens "Feel happy and excited about Tet!' usage time [mobile/tablet/pc] 37%use Smartphone more often in Tet •• • iiitii 4.9360% use multiscreen alongside their smartphones ..11% 69%hrs/day
  18. 18. 37% send E-cards to business partners 54% send stickers to colleagues 80%80% want to listen to more Tet albums/songschat with friends/ relatives 88%96% likeTetinspired videosprefer news-sharing functionuse tor entertainment purposeswill send Newyear wishes to others 80%73%87% preterTet comedieswant news about entertainment newslisten to music from ause C"':.often during Tet 93%82% view videos via aget news pieces from social networkSlisten to music from echat 0 often during Tet VideoNewsMusicMessaging WHITE COLLARS 36% use Tablet more often in Tet "Feel happy and excited about Tet!" usage time [mobile/tablet/pc] 80% text to friends whilst watching favourite programs on other screens • 58%use Smartphone more often in Tet hrs/day ..1196 68%5.8271% use multiscreen alongside their smartphones
  19. 19. 57 61 59 68 33 36 36 45 White collars 39 41 43 48 5658 5562 6262 6969 Pupils/Students 38 39 42 48 Parents with kids 47 57 59 62 68 36 39 40 •Total Promotion goods Tet travels Precious Tet activities (planting. worshiping .. .) Nice music/theme song Short ads. useful information Tet's fine cuisine Funny commercials Meaningful stories [family, life. tradition ...) Meaningful Ads. express life/ family values. are the most favorite in Tet. Types of wanted advertisements
  20. 20. People in three groups enjoy messaging while watching TV. Parents with young kids use multi-screens the most (77%) compared to Pupils/Students (61%) & White Collars (71%) 73%want Meaningful Ads during Tet. Funny commercials is also in demand with 70010 Parents with kids have the high- est increase in usage smart- phone during Tet (67%) Key summary points 42% above 15 M VND 31% from 75 -14 99 M VND 25% from 3.5 - 7.49 M VND 25-34 (71%) 35-45 (29%) 47/53 White Collars [n=400) 37% below 3 M VND 36% from 3 - 749 M VND 17% 7.5 -14.99 M VND ll% above 15 M VNO 15-2450/50 Pupils/Students (n=400) Total (n=lOOO) Male/Female Age Group Mothly household income 15-24 (4%) 51% above 15 M VNO 32% from 75 -14.99 M VNDParent with kids 25-34 (54%)48/52 ll% from 4.5- 7.5 M VND[n=200) 35-45 (41%) 6% below 4.5 M VND SAMPLE SUMMARY
  21. 21. Newspaper/Magazines. and Live Streaming are used mostly by older age group (35 - 45). Tet shopping promotions are highly demanded by older age group while younger age group likes entertainment news. Tet-themed comedies & spirits topics are the main entertaining demand in Tet. Parents with kids & White Collars use ZingTV & 24hVideo while Pupils/Students choose Youtube & Facebook. OnlineTV,assuchchannelsNews Youtube is the most favorite app for watching Video/Clip. Social network rs widely used as source of news during Tet. Tet Shopping info & Entertainment news are in high demand. - a -- .......... -- ..... a..... --..... --..... -- Zing Mp3 is the most used music apps and Youtube 1s closely followed during Tet. People prefer more Tet album for entertainment purposes & Tet atmosphere feeling. The older age group [35 - 45) intends to use online music apps such as nhacso & nhacvui. Facebook & Zalo share the 1st place as the most popular messaging apps with 84% each. Zalo is most used by people from 25 - 34 years old. Group age of 35 - 45 or group of monthly household income above 15 M rs the group send text to shop online the most. They also enjoy Tet shopping information. while the younger (15 - 24) prefer moreTet sticksrs/arnoticons in messaging apps. KEY SUMMARY POINT

×