generation v – vietnamese youth trends

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This study was conducted in 2009 which may not reflex much the current market. However, there still have good insights to share

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  • 1.Generation VMarketing Opportunities Among the Vietnamese Youth Darin Williams Managing Director, Vietnam The Nielsen Company 11 November, 2009

2. Agenda Setting the scene - Gen V by the numbers The different faces of Gen V Gen V by Life Stages Gen V by Mind Set Gen V Who are they A day in the life of a Gen V Gen V and cyber space Gen V as a spender The Gen V psyche Breaking the Gen V Code Marketing ImplicationsGen V Study 2009August 2, 2012Page 2Confidential & Proprietary Copyright 2009 The Nielsen Company 3. Nielsenglobal leader in market research North America Latin America Europe Asia, Pacific India, Middle East and Africa Greater China 110 countries $4.5B revenue 21,000 clients 38,000 employeesGen V Study 2009August 2, 2012Page 3Confidential & Proprietary Copyright 2009 The Nielsen Company 4. Our global clients includeGen V Study 2009August 2, 2012Page 4Confidential & Proprietary Copyright 2009 The Nielsen Company 5. Research Design Nielsen Vietnam Generation V study Nielsen Vietnam Omnibus Urban (n=300) & Rural (n=450) each wave All income levels January 2009Online Quantitative (Sep to Oct 2009) N=273 Males & Females 15 to 24 years old All Class Internet Penetration Check Macro Economic data N=701 HCMC and Ha Noi (Sep 2009) 15 to 24 years old Vietnam Govt. General Statistics Office Nielsen Vietnam Mobile Insights 15 Cities (Sept 2008) ABCDE SECs Males & Females Users & Non-UsersGen V Study 2009August 2, 2012Page 5Confidential & Proprietary Copyright 2009 The Nielsen Company 6. Notes to Report 9X8X Denotes significantly higher for the mentioned segment at 95% CL Uber ModernsGen V RegularsGen V Study 2009August 2, 2012Page 6Confidential & Proprietary Copyright 2009 The Nielsen Company 7. Gen V Who are they?Generation V Study Gen V Study 2009August 2, 2012Page 7Confidential & Proprietary Copyright 2009 The Nielsen Company 8. Gen V by the numbers 15-24 year olds account for 20% of total population 88% are internet users 4 out of 5 urban Gen V use the internet more than once a day Different in life stages and way of thinkingSource: Vietnam Government Statistics Offices 2008, Nielsen Internet Penetration Check Sep 2009Gen V Study 2009August 2, 2012Page 8Confidential & Proprietary Copyright 2009 The Nielsen Company 9. Gen V by Life Stage 8x vs. 9x 8X 9% of population. In transition from university to first job. Would have more frequent internet access via office. Looks for more mature internet content (news, business, etc.). Higher level of consumer activity due to capability to earn own money. More frequent out of home social activities.9X 11% of population. Lives a relatively regular routine due to studies. Limited spending but would still have more allocated for savings. Socialization and leisure activities are mostly done in-home (chat, online updates, playing games, etc.) Sees themselves as very active and stylish.Source: Nielsen Gen V study Oct 2009Gen V Study 2009August 2, 2012Page 9Confidential & Proprietary Copyright 2009 The Nielsen Company 10. 3 Faces of Gen V Uber Moderns9X 40%8X 60% Highest level of social and consumer activity. Recognizes the need to be in touch and updated therefore has developed heighted senses for such information. Already developed a good sense of individuality. They know what they want and how they want to be perceived.In-betweens9X 28% 8X 72%The 3 Faces of Gen V exist across different life stages. This is a good indicator that the movement towards a modern way of thinking is not limited to the younger ones.Uber Moderns 25%9X 32%Gen V Regulars 48% Inbetweens 27% Daily routine is similar to Gen V regulars. However, In-betweens display mind set similar to Uber Moderns stylish, liberal, extrovert Consumer activity has yet to reach Uber Modern but indicates potential in the future.8X 68%Gen V Regulars Habits are generally bound by school/ work activities. Socialization are often limited to in-home. Need for consumer goods are not clearly recognized yet. Conformity and traditional values are still strong in this segment.Source: Nielsen Gen V study Oct 2009Gen V Study 2009August 2, 2012Page 10Confidential & Proprietary Copyright 2009 The Nielsen Company 11. A day in the life of a Gen V Gen V Day generally starts at 6am8X Internet start early at work9X Start early due to studyGen V RegularsLate nights are becoming more common with the amount of activities available.In-BetweensSchedule bound by school/ workUber Moderns Late sleeper, day starts a 8amWatches TV more frequently 8am-6pm Work/ Study 6pm-10pm socializatio n, internet, others 85+% Sleep between 12mn and 2amInternet continues at home with other chores like cookingInternet, socialization via chat/ SMS/ hanging out goes on until late nightSocialization with friends start early right after schoolLeast incidence of activities during 610pmMay still take an afternoon napInternet activity starts 6pmSocialization/ SMS peaks at 8pmDay ends early at 10pmActivities continue on until 12mnHang out with friends earlyWith family while chatting 6-8pm Primetime for various activities is 810pm and continuous to 12mnSource: Nielsen Gen V study Oct 2009Gen V Study 2009August 2, 2012Page 11Confidential & Proprietary Copyright 2009 The Nielsen Company 12. Prime time for activities is from 6pm to 10pm 60 Any marketing activity happening within this period will be fighting over the Gen Vs attention.Surf the Internet SMSWatch TV40Listen to music Hang out with friends20Hang out with family Chat (on the Internet) Talk on the phone0 6:00-8:008:00-10:0010:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-24:00Source: Nielsen Gen V study Oct 2009Gen V Study 2009August 2, 2012Page 12Confidential & Proprietary Copyright 2009 The Nielsen Company 13. Leisure activities are mainly in-home for teens. As expected, Uber Moderns display the love for life through different leisure activities. 0%20%40%Watch TV421711At least once a day1912282557226887At least once a week9X 9XUber Moderns8XUber Moderns8XUber Moderns3426Go to cinema 2 11100%753SportsGo to coffee shop80%81Play games (online/PC)Eat out60%Gen V RegularsUber ModernsLess than once a weekSource: Nielsen Gen V study Oct 2009Gen V Study 2009August 2, 2012Page 13Confidential & Proprietary Copyright 2009 The Nielsen Company 14. Gen Vs still keep family as the main influence despite spending more time with friends. Who go out withWho influence most89FriendsFamily56Classmates43Family Boyfriend/ Girlfriend ColleaguesClose friendsUber Moderns15An int'l icon3A local icon3914792Uber ModernsSource: Nielsen Gen V study Oct 2009Gen V Study 2009August 2, 2012Page 14Confidential & Proprietary Copyright 2009 The Nielsen Company 15. In terms of internet usage, Vietnam is definitely not far behind and has been growing significantly.Internet Access (% of population) 50 40 30 22 20 102415 70 IndiaPhilippinesChinaVietnamSource: Nielsen Omnibus Aug 2008, Nielsen Vietnam Mobile Insights Mar 2009Generation V Study Gen V Study 2009August 2, 2012Page 15Confidential & Proprietary Copyright 2009 The Nielsen Company 16. Among the young Vietnamese, internet is definitely part of their daily life Frequency of Accessing the InternetWhere Internet is AccessedLess than 1x /day 10%1x /day 10%2-3x /day 30%88At homeMore than 3x /day 50%Internet shop2321At school13Internet cafe8XIn the office1292% more than once a day8X 9X Uber ModernsAccess via office84% more than once a day Highest average frequency (3x a day)Gen V Study 2009Source: Nielsen Gen V study Oct 2009August 2, 2012Page 16Confidential & Proprietary Copyright 2009 The Nielsen Company 17. Top 10 websites 30%Information is sought out from a variety of sources. Top websites would normally have specific sections for topics of interest.8X19%8X24%18%9X24%15%8X23%11%8X23%11% Source: Nielsen Gen V study Oct 2009Gen V Study 2009August 2, 2012Page 17Confidential & Proprietary Copyright 2009 The Nielsen Company 18. Websites distinct to segments Gen V RegularsIn-betweensUber ModernSource: Nielsen Gen V study Oct 2009Gen V Study 2009August 2, 2012Page 18Confidential & Proprietary Copyright 2009 The Nielsen Company 19. In the USA, Social networking is driving mobile internet growth. Mobile Internet Audience Growth by Category July 2008 July 2009, NationalCategory / Site187%All Mobile Sites56.2M (100%)All Social NetworkingMobile Social Networking audience up from 6.4M in Jul-08 to 18.3M in Jul-09# of Unique Users and Reach18.3M (32%)57%55%51%49%49%48%47%Facebook MySpace45%42%39%38%14.7M (26%) 7.1M (13%)Twitter113%4.1M (7%)36%35%33%32%31%30%24%19%Source: Nielsen Mobile Media View Internet, USAReal EstateTravel/VacationHealth/FitnessMusicAutomotiveSportsFood/DiningGamesCity Guides/MapsVideos/MoviesWeatherShopping/AuctionsBusiness/Finance NewsTechnology/ScienceEducation/EmploymentPortalsE-MailEntertainmentBanking/Online TradingNews & Current EventsSearchSocial Networking9% 20. Vietnam is not spared from the blogging and social networking bug. Self expression and keeping in touch are unmistakable necessities for Gen V. Social Networking AccountPersonal Blog Accounts 66Yahoo 360 ZingMeYobanbe38 10YuMe6Cyworld55Facebook28Hi5Blogging has been steadily increasing that Yahoo has release Yahoo 360 Plus specific to VN14Myspace9Twitter Blogspot5Multiply9X45OviWordpressLinked in2No personal blog19Gen V Regulars8XNo social networking accountIn-BetweensRelatively higher percentage of not having a blog or a social networking account.1 23Uber ModernsHigher incidence of using Facebook, Hi5, Blogspot, Wordpress, and ZingMe.Source: Nielsen Gen V study Oct 2009Gen V Study 2009August 2, 2012Page 20Confidential & Proprietary Copyright 2009 The Nielsen Company 21. Music is the hottest topic on the internet. 9X79Music60World news Movie58Technology8X57Fashion54Game54Education (scholarship, etc.)53Local news508XLove

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