nghiên cứu về người nổi tiếng ở việt nam 06/2010
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TRANSCRIPT
Market Research
June - 2010HCM city Hanoi
MAIN TOPIC
Age group: 22-35
The most favorite Idol
Influence of Idols to the youth’s behavior and attitude
About
Viettrack is a monthly research news-letter developed by FTA Research &
Consultant, the representative of ESOMAR in Viet Nam. It is conducted base on a
monthly research. It aims at delivering comment, evaluation and true feeling of
research objects about present time’s economic situation as well as promotion
campaigns or products to producers and marketers. It is expected to help them
understand to offer better service to unsatisfied demand of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
Viettrack June 2010 is conducted on the youth people (22 – 35) who presents 23.5%
(*) of Vietnam's population and has various consuming behavior. This study aims at
finding the most favorite idol and how they influence the youth’s behavior and
attitude. Thus, it will provide marketers the information related to “reference group”
of Vietnamese consumers.
(*) Source: http://www.gso.gov.vn/default_en.aspx?tabid=476&idmid=4&ItemID=1841
Viettrack is a monthly research news-letter developed by FTA Research &
Consultant, the representative of ESOMAR in Viet Nam. It is conducted base on a
monthly research. It aims at delivering comment, evaluation and true feeling of
research objects about present time’s economic situation as well as promotion
campaigns or products to producers and marketers. It is expected to help them
understand to offer better service to unsatisfied demand of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
Viettrack June 2010 is conducted on the youth people (22 – 35) who presents 23.5%
(*) of Vietnam's population and has various consuming behavior. This study aims at
finding the most favorite idol and how they influence the youth’s behavior and
attitude. Thus, it will provide marketers the information related to “reference group”
of Vietnamese consumers.
(*) Source: http://www.gso.gov.vn/default_en.aspx?tabid=476&idmid=4&ItemID=1841
Who is the most favorite Idol?
Viettrack is done according to ISO 20252:2006
Idols’ penetration and profile
33
67ExpatriateVietnamese
%
45
228
65 3 3 2 1
46
%
%
22
Singers ActorsSporters ModelsEntrepreneurs ComposerMisses OnlinePoliticians ScientistsMC
5446 Male
Female
They prefer Vietnamese Male Idols, who are Singers, Actors, SportPlayers and Models.
(Analysing on top 100 idols , from 22-35y.o, that are the most favorite ).
The Idol Index
3.7
4.2
4.4
5.0
Đan Trường
Hoài Linh
Cẩm Ly
Đàm VĩnhHưng
TOTAL
3.0
5.0
4.5
5.1
4.4
3.5
4.3
5.0
3.9
3.7
4.3
4.8
3.6
4.1
4.5
5.1
3.7
4.6
4.4
5.2
3.6
4.3
3.6
5.2
3.7
4.1
5.2
4.8
(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)
HCMC HN 22-24 25-29 30-35 Male Female
3.0
3.1
3.1
3.3
3.6
3.6
Bảo Thy
Minh Hằng
Hồ Chí Minh
Tăng ThanhHà
Hồ Ngọc Hà
Mỹ Tâm
2.8
2.6
2.0
2.7
3.0
3.0
3.2
3.6
4.3
4.0
4.2
4.2
3.4
3.0
3.6
3.8
3.7
3.5
3.4
3.3
3.0
3.5
3.9
3.4
2.5
2.9
3.1
3.0
3.3
3.8
2.7
2.7
3.3
3.0
3.4
3.5
3.3
3.4
3.0
3.6
3.8
3.7
(*) (*) Idol Index is a score (min=0 and max=10) which ismeasured by Idol awareness, favorite and recommendation
Đàm Vĩnh Hưng is the most favoriteIdol.
(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)
10
10
11
31
41
42
53
76
76
81
87
Đan Trường
Hoài Linh
Cẩm Ly
Đàm Vĩnh Hưng
17
14
13
25
52
45
53
63
80
78
88
3
6
10
36
30
39
54
89
72
84
87
5
10
9
33
33
38
49
77
73
82
85
11
10
10
28
36
43
55
76
76
80
87
12
9
13
31
49
43
53
74
77
81
89
11
4
11
28
41
30
57
76
76
75
89
8
15
11
34
41
54
49
76
76
87
85
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
Idol leverageQ1a. Which celebrities do you know?Q1b. In those people who are your favorite ones?Q1c Which one will you recommend to your friends and family? %
2
1
7
2
1
4
4
14
21
32
27
22
29
31
74
70
56
71
85
75
Bảo Thy
Minh Hằng
Hồ Chí Minh
Tăng Thanh Hà
Hồ Ngọc Hà
Mỹ Tâm
Đan Trường
4
2
1
4
1
2
3
14
17
17
21
16
22
25
68
59
42
55
74
66
63
1
1
12
1
1
6
6
15
26
47
32
29
36
36
80
82
71
87
96
85
89
3
2
6
3
0
3
6
17
17
35
33
22
27
33
81
72
66
76
89
75
77
3
1
5
1
0
3
3
20
27
31
28
26
25
28
79
72
54
74
91
74
1
1
9
2
2
6
4
7
18
31
21
19
32
31
66
68
53
65
77
76
74
1
2
9
2
1
2
6
9
16
33
20
18
26
28
72
65
55
69
83
76
4
1
4
3
1
6
3
19
26
30
33
27
31
34
76
76
57
73
86
75
76
49
51
51
59
64
77
Magazines
Newspapers
Television - traditional channels
Online newspapers
Television - cable channels
TOTAL(n=400)
Youth’s searching behavior
50
53
57
50
70
83
49
50
46
69
59
71
55
56
51
59
74
74
53
51
49
57
69
79
%
42
48
54
60
55
77
49
47
49
56
67
79
Male
49
56
54
62
61
75
Female(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
Q2a. Where did you get information about your idols?
22-24 25-29 30-35HCMC HN
15
18
22
27
33
37
40
47
49
LCD at buildings/ on bus/ ontaxi
Radio
Cell phones
Outdoor ads boards
Ads boards at public places (bus-stops, stations, airports, etc.)
Blog/ Social network
Websites (not-newspaper/forum)
Forum online
Friends' recommendation
20
18
28
32
39
37
45
57
50
9
18
16
22
28
37
35
38
49
15
19
21
22
33
47
48
59
55
16
17
18
22
30
35
43
51
53
13
18
25
34
37
34
34
38
42
17
18
23
25
33
38
40
48
49
12
17
20
29
34
36
40
46
49
The most often used source
(n=310)Internet
Q2b. Where do you usually search for your idol's information?Q2c. In case you use internet, which websites you often visit?
2126
16
17
27
2220
33 33 3338 37
2634 32
Online newspapers
Television - cable channels
Websites (not-newspaper/forum)
Television - traditional channels
Magazines
Forum online47
57
59
59
vietnamnet.vn
ngoisao.net
24h.com.vn
google.com
%
(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)
0 1 0 0 0 1 1 01 1 1 0 1 1 1 11 1 1 0 1 1 1 12 1 2
2 1 1 2 13
15
5 3 13
3
55
55 4 6
54
66
77
5 76
7
87
86
9 7 5 10
10
4
16
10 8 129
11
11
17
6
10 1211
12
11
2126 17 17
22
Total HCMC HN 22-24t 25-29 30-35 Male Female
Newspapers
Blog/ Social network
Friends' recommendation
Radio
Cell phones
Ads boards at public places (bus-stops, stations, airports, etc.)
LCD at buildings/ on bus/ ontaxi
18
18
19
21
21
30
30
31
32
34
40
43
43
47
facebook.com
vietbao.vn
bongdaso.com
bongda.com.vn
thanhnien.com.vn
kenh14.vn
vnexpress.net
zing.vn
youtube.com
tuoitre.vn
yahoo.com
dantri.com.vn
nhaccuatui.com
vietnamnet.vn
Concerns
(N=400)(N=199)
50
51
57
57
70
Scandals, affairs
private life stories(marriage, pregnancy, birth,etc.)
Personal information (age,hobbies,etc.)
Awards, achievements
Update information about career
3436373839
42434547
5576
Thuy Tien-nude photosLe Cong Vinh-"prostrated" a referee
Minh Hang and Tim - sexual relationsHiệp "ga"-new wife
Quang Dung and Jenifer Pham - divorceTang Thanh Ha-hot sexy pics
Minh Hang-hot sexy picsThuy Tien and Le Cong Vinh - nude photos
Bao Thy copyright infringementHo Ngoc Ha-married at 16 years old
Ho Ngoc Ha-pregnant
Q3a. What kind of information do you concern when you look for your idol's information?Q3b. What kind of scandals do you concern? Q16. Do you know any of recent scandals?Q13c In your opinion, which scandal has the worst affect on idol's image? %
39
40
Social activities
Event (film festival,music contest,ect.)
29303234
Kim Hien-divorce after 2 months of marryingBritney Spears-going out with non undershirt
Trieu Vy-pregnantThuy Tien-nude photos
22
33333
455
613
18
Minh Hang-hot sexy picsTrieu Vy-pregnant
Minh Hang and Tim - sexual relationsQuang Dung and Jenifer Pham - divorce
Tang Thanh Ha-hot sexy picsThuy Tien and Le Cong Vinh - nude photos
Thuy Tien-nude photosKim Hien-divorce after 2 months of marrying
Bao Thy copyright infringementBritney Spears-going out with non undershirt
Le Cong Vinh-"prostrated" a refereeHo Ngoc Ha-married at 16 years old
Ho Ngoc Ha-pregnant
(N=400)
How do Idols influence on
the youth’s behavior and attitude?
Viettrack is done according to ISO 20252:2006
Idols’ influences
26
26
28
34
42
41
43
Female
23
31
32
26
34
39
38
Male
19
27
27
31
39
37
32
26
31
32
31
36
43
44
31
27
31
26
40
42
51
20
30
30
34
37
45
34
HN
29
28
31
26
39
35
48
HCMC(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)
Q4a Which side of your life does your idol influence on?
24
29
30
30
38
40
41
Point of view in friendship
Point of view in career
Point of view in love
Point of view in marriage/family
Entertaining type choosing
Point of view in morals
Fashion style…
TOTAL 22-24 25-29 30-35
%
10
9
12
13
15
16
16
15
19
21
8
10
10
12
13
13
14
20
19
18
23
6
8
10
9
13
17
15
15
17
14
19
12
9
11
16
12
11
14
18
20
21
26
13
13
14
14
17
16
15
21
21
27
31
9
4
6
8
19
18
17
11
13
14
20
10
15
17
17
9
11
13
25
25
26
29
9
9
11
13
14
15
15
18
19
20
24
Point of view in studying
Transportation brand choosing…
Daily routine habbits
Talking manner/moving manner
Point of view in religion/belief
Point of view in politics
Social activity anticipation
Hi-tech brand choosing
Personal care brand choosing
Fashion brand choosing
Point of view in friendship
Most Influence
1415
157 12 15
1614
18
1616
1616
16
19 1721
15 1821 19 19
Entertaining type choosing
Point of view in morals
Fashion style (clothes, hair, shoes)
Point of view in career
Point of view in marriage/family
Social activity anticipation
Personal care brand choosing
Point of view in love
Q4b. Which side of your life does your idol have the most influence on?
%
1 0 2 0 1 1 1 11 2 0
0
2 1 1 21 20
1
1 1 2 023
13
2 0 1 32
3
1 1
3
12 2
3
5
1 1
4
3
51
3
6
1 5
2
3
3
3
4
3
5 1
6
4
5
3
4
3
4 3
2
5
2
6
4
1
63
43
34
76
8
5
68 5 8
77
7
9
5 7 7 6
1413 24
157 12 15
Total HCMC HN 22-24t 25-29 30-35 Male Female
Fashion brand choosing
Hi-tech brand choosing
Talking manner/moving manner
Point of view in friendship
Transportation brand choosing(bycicle, motorbike, taxi, etc)Daily routine habbits
Point of view in studying
Point of view in politics
Point of view in religion/belief
(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)
14
15
19
42
56
62
TOTAL
Youth’s reaction toward Idols
15
14
23
40
58
68
HCMC
13
16
14
45
54
56
HN
11
13
24
47
57
71
22-24
12
19
22
41
53
57
25-29
17
12
13
42
58
61
30-35
14
14
19
39
52
59
Male
13
15
18
45
60
65
Female(n=200) (n=200) (n=88) (n=148) (n=186) (n=204) (n=196)(n=400)
Q4c What is your reaction toward your idol?
Buy idol's CD/film
Watch movies that idol act (inpicute field)
Go to idol's concert (in music field)
Join fanclub
Read idol's books
Give flowers or presents
%
9
11
12
12
12
12
14
14
10
10
11
9
8
11
18
18
8
13
13
15
16
13
11
11
9
10
11
11
13
11
21
18
12
13
11
14
13
12
16
18
7
10
13
10
10
11
10
9
10
8
15
11
11
12
14
15
8
14
9
12
13
11
15
14Beg for signatures
Give comments in topics aboutidols on newspaper/websitesWear things which have idol's
photos/signatureBuy products which idol presented
in their advertisements
Use similar things as idol's ones
Join activities as idol does
Write topics telling good thingsabout idol
Imitate idol's style (fashion, talking,etc.)
Advertising awareness and favorite
(n=200) (n=200) (n=88) (n=148) (n=148) (n=204) (n=196)(n=400)
Q5a. Do you know these advertisements?Q5b Which are your favorite advertisements?
9
12
14
8
20
30
4714
17
16
10
13
17
15
2158
49
48
44
37
64
46
42
37
36
31
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
8
7
18
8
20
18
346
13
12
9
11
21
10
1756
49
53
38
40
51
50
39
37
39
19
11
17
10
7
19
42
6022
21
20
11
16
13
20
2460
49
43
51
34
77
42
44
38
33
43
7
14
13
9
15
31
5313
17
21
11
11
15
16
1960
60
60
51
34
73
47
41
39
40
42
10
11
14
9
22
33
4510
16
18
8
16
18
14
2258
54
46
46
41
59
47
45
40
37
27
9
12
13
6
20
26
4518
18
10
10
12
17
15
2056
38
43
39
34
63
44
39
34
32
27
7
11
21
6
19
28
449
16
15
9
10
19
20
1653
49
48
42
31
60
48
53
36
46
30
11
12
6
9
20
31
5018
17
16
11
16
15
9
2563
49
49
46
43
67
44
30
38
25
31
Ho Ngoc Ha-Sunsilk’s ads
Minh Hang-Head&Shouldershampoo
Bi Rain-Clear men shampoo
Bao Thy- Rexona Deodorant
Ho Ngoc Ha-Toshiba’s ads
%
9
12
14
8
20
30
4714
17
16
10
13
17
15
2158
49
48
44
37
64
46
42
37
36
31
8
7
18
8
20
18
346
13
12
9
11
21
10
1756
49
53
38
40
51
50
39
37
39
19
11
17
10
7
19
42
6022
21
20
11
16
13
20
2460
49
43
51
34
77
42
44
38
33
43
7
14
13
9
15
31
5313
17
21
11
11
15
16
1960
60
60
51
34
73
47
41
39
40
42
10
11
14
9
22
33
4510
16
18
8
16
18
14
2258
54
46
46
41
59
47
45
40
37
27
9
12
13
6
20
26
4518
18
10
10
12
17
15
2056
38
43
39
34
63
44
39
34
32
27
7
11
21
6
19
28
449
16
15
9
10
19
20
1653
49
48
42
31
60
48
53
36
46
30
11
12
6
9
20
31
5018
17
16
11
16
15
9
2563
49
49
46
43
67
44
30
38
25
31
Hoài Linh-Bon phuong Noodle food
Quyen Linh-Dr. Thanh herbal tea
Christiano Ronaldo-Clear menshampoo
Tang Thanh Ha – Luong Manh Hai -Omachi
Cam Ly-Salonpas
Christiano Ronaldo-Castrol Power oil
Ngo Thanh Van-Chewing gumDouble mint
Mai Phuong Thuy-Custard cake
Conclusion• Most of Idols are men (54%). Ages 22-35 prefer idols in nation (67%) to the foreign
idols. They are singers, actors, Sport players and models. Dam Vinh Hung, CamLy, Hoai Linh, Dan Truong and My Tam are the hottest Idol.
• The Idol index of each celebrity is difference among cities, age and gender. Forexamples, Hoai Linh is preferred by HCMC youth than Hanoi youth (5.0 – 3.5), CamLy is preferred by female than male (5.2 – 3.6), Teen singer Bao Thy is preferred byAges 22-24 and 25-29 than older ages 30-35 (3.4 – 2.5)
• Cable television and online newspapers are the preferable sources of this agegroup. Google and Ngoisao are the most two visited websites of the youth to getinformation about their Idols (59%). Besides, Nhaccuatui (57%), Yahoo (47%)and YouTube (43%) are the websites which youth come most often.
• Youth concerns on not only Idol’s personal and career information but also theirscandals. Youth knows a lot of celebrities' scandals, in which, Ho Ngoc Ha-pregnant (18%), Ho Ngoc Ha- married at 16 y.o (13%), and Cong Vinh"prostrated" a referee (6%) are thought to have worst affect on idols' images.
• Idols have strong influences on Youth’s fashion styles and their point of view inmorals and friendship, entertaining type, Point of view in marriage/family,Point of view in love. Besides, Idols also influence youth's buying behavior:clothes, hi-tech products and personal care products.
• Youth buys/sees Idols’ music albums/music shows/ films to express their admiration.
• Most of Idols are men (54%). Ages 22-35 prefer idols in nation (67%) to the foreignidols. They are singers, actors, Sport players and models. Dam Vinh Hung, CamLy, Hoai Linh, Dan Truong and My Tam are the hottest Idol.
• The Idol index of each celebrity is difference among cities, age and gender. Forexamples, Hoai Linh is preferred by HCMC youth than Hanoi youth (5.0 – 3.5), CamLy is preferred by female than male (5.2 – 3.6), Teen singer Bao Thy is preferred byAges 22-24 and 25-29 than older ages 30-35 (3.4 – 2.5)
• Cable television and online newspapers are the preferable sources of this agegroup. Google and Ngoisao are the most two visited websites of the youth to getinformation about their Idols (59%). Besides, Nhaccuatui (57%), Yahoo (47%)and YouTube (43%) are the websites which youth come most often.
• Youth concerns on not only Idol’s personal and career information but also theirscandals. Youth knows a lot of celebrities' scandals, in which, Ho Ngoc Ha-pregnant (18%), Ho Ngoc Ha- married at 16 y.o (13%), and Cong Vinh"prostrated" a referee (6%) are thought to have worst affect on idols' images.
• Idols have strong influences on Youth’s fashion styles and their point of view inmorals and friendship, entertaining type, Point of view in marriage/family,Point of view in love. Besides, Idols also influence youth's buying behavior:clothes, hi-tech products and personal care products.
• Youth buys/sees Idols’ music albums/music shows/ films to express their admiration.
Conclusion (cont.)• Top 10 aware advertisements are : Ho Ngoc Ha-Sunsilk's ads; Minh Hang-Head&Shoulder
shampoo; Bi Rain-Clear Men shampoo; Bao Thy-Rexona Deodorant; Ho Ngoc Ha-
Toshiba's ads; Hoai Linh-Bon Phuong instant noodles; Quyen Linh-Dr. Thanh herbal
tea; Christiano Clear men shampoo; Tang Thanh Ha – Luong Manh Hai- Omachi; Cam
Ly-Salonpas
• There is a correlation between Idols Index and Idols’ Advertisements awareness. Most
awarded TV commercials have displayed by Top ten idols (who have high index) - Cẩm Ly (4.4),
Hoài Linh (4.2), Hồ Ngọc Hà (3.6), Tăng Thanh Hà (3.3), Minh Hằng (3.1) và Bảo Thy
(3.0)
• There is a minus correlation between Idol Scandal and Favorite Idols’ Advertisements. For
example: Ho Ngoc Ha index (3.6) is higher than Tang Thanh Ha (3.3) and Minh Hang (3.1). But
recently, she has some serious scandals, so her TV commercials is less be loved. Minh Hang-
Head&Shoulder shampoo (21%); Tang Thanh Ha – Luong Manh Hai- Omachi (20%);
Ho Ngoc Ha-Toshiba's ads (17%); Ho Ngoc Ha-Sunsilk's ads (14%)
• Minh Hang-Head&Shoulder shampoo Tang Thanh Ha – Luong Manh Hai- Omachi;
Tang Thanh Ha – Luong Manh Hai- Omachi; Hoai Linh-Bon Phuong instant noodles; Bi
Rain-Clear Men shampoo are top favorite Ads.
• Top 10 aware advertisements are : Ho Ngoc Ha-Sunsilk's ads; Minh Hang-Head&Shoulder
shampoo; Bi Rain-Clear Men shampoo; Bao Thy-Rexona Deodorant; Ho Ngoc Ha-
Toshiba's ads; Hoai Linh-Bon Phuong instant noodles; Quyen Linh-Dr. Thanh herbal
tea; Christiano Clear men shampoo; Tang Thanh Ha – Luong Manh Hai- Omachi; Cam
Ly-Salonpas
• There is a correlation between Idols Index and Idols’ Advertisements awareness. Most
awarded TV commercials have displayed by Top ten idols (who have high index) - Cẩm Ly (4.4),
Hoài Linh (4.2), Hồ Ngọc Hà (3.6), Tăng Thanh Hà (3.3), Minh Hằng (3.1) và Bảo Thy
(3.0)
• There is a minus correlation between Idol Scandal and Favorite Idols’ Advertisements. For
example: Ho Ngoc Ha index (3.6) is higher than Tang Thanh Ha (3.3) and Minh Hang (3.1). But
recently, she has some serious scandals, so her TV commercials is less be loved. Minh Hang-
Head&Shoulder shampoo (21%); Tang Thanh Ha – Luong Manh Hai- Omachi (20%);
Ho Ngoc Ha-Toshiba's ads (17%); Ho Ngoc Ha-Sunsilk's ads (14%)
• Minh Hang-Head&Shoulder shampoo Tang Thanh Ha – Luong Manh Hai- Omachi;
Tang Thanh Ha – Luong Manh Hai- Omachi; Hoai Linh-Bon Phuong instant noodles; Bi
Rain-Clear Men shampoo are top favorite Ads.
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Monthly Market Research
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