vietnamese kids behaviors

Market Research April- 2010

HCMC HA NOI

VIETNAMESE KIDS’ BEHAVIORS HIGHLIGHTS:

Top 10 TVCs ranking

About

Viettrack is a monthly market research developed by FTA Research & Consultant, therepresentative of ESOMAR in Vietnam.

Viettrack is done according to ISO 20252:2006, the international quality standard inmarket research and ESOMAR Code of Conduct.

Viettrack aims to:

Provide snapshots on Vietnam consumers based on 400 Vietnamese consumers across 2 keycities (HCMC = Hanoi = 200 respondents, SEC = ABC, randomly selected, age = 16 - 50)( p , , y , g )

Explain market research terms, usage, application, methodologies for Vietnam market

Introduce new developments in market research worldwide and Asia Pacific region.

Interact with marketers in Vietnam on approach and direction for the most effective andInteract with marketers in Vietnam on approach and direction for the most effective andvaluable for investment use of market research. Eventually, this would help reducemarketing failures and expand the market research industry in Vietnam

3

Mom’s activities

Daily routine

6 – 9 AM

‐Wake up & do personal cleanliness‐ Prepare breakfast for husband & kids‐ Take kids to school‐ Go to workplace (for office lady only)

9 ‐ 12 AM‐ Clean & cleanse home, wash dishes, washclothes‐ Go to wet market or supermarket to buy food.‐ Come back home and prepare lunch‐ Have lunch

12 ‐ 3 PM

Have lunch

‐ Take a rest/ take a napWatch TV or read newspaper/ magazines

3 – 6 PM

‐Watch TV or read newspaper/ magazines‐ Prepare meal for family‐ Take kids from school

6 – 9 PM‐ Have dinner with family (husband & kids)‐Watch TV‐ Take a bath‐ Go around the city, go to the park or supermarket

9 ‐ 12 PM with husband & kids‐ Go to sleep

Weekdays & weekend

‐ Do housework: clean & cleansehome, wash dishes, wash clothes, goto the market & prepare meals etc

WEEKDAY

- Do housework as usual

- Cook special meals for family with

WEEKEND

to the market & prepare meals, etc.

- Go to work (for working woman)

- Take care of children: take kids toschool feed & take a bath teach

Cook special meals for family withnew dishes to give family newtastes

- Go out for a rest: go to the parkswith kids go to visit relatives goschool, feed & take a bath, teach

lessons & homework, etc.

- Entertain & relax by watching TV,listening to music, read newspapers& magazines

with kids, go to visit relatives, goout with friends, go for a walk withhusband & kids.

- Go out for dinner& magazines.

Housewives often spend allday for their housework whileworking women spend time forhousework in early morning &

- Picnic/ have a short trip far fromthe city

They often spend more timefor their children at weekend tohousework in early morning &

after working hours.for their children at weekend tomake them relax & feel freeafter a week with work & studyhard

TAKING CARE OF FAMILY IS A RESPONSIBILTY & FAVORITE HOUSEWORK OF WOMAN

Media behaviors & touch pointsTHEY ARE MOSTLY FAMILY‐ORIENTED. BESIDES WORKING, THEY SPEND MOST TIME IN HOUSEWORK LIKE COOKING, WASHING,CLEANING, & TAKING CARE OF THEIR CHILDREN. HOWEVER, ALL WANT TO ENJOY THEIR PRIVATE TIME BESIDES THE TIMESPENDING ON TAKING CARE OF FAMILY BY READING MAGAZINES OR NEWSPAPER, WATCHING TV & EXPLORING INTERNET TOUPDATE NEW THINGS WHICH ARE NECESSARY FOR THEIR LIFE. ALSO ,IT IS THE WAY TO KEEP THEM IN TOUCH WITH THE OUTSIDESOCIETY. THE WAY THEY CHOOSE TO GET IN TOUCH DEPENDS ON ITS CONVENIENCE, EASE AND POPULARIZATION.

TV NEWSPAPER & MAGAZINES

• Provide many fresh news, hot news updated day by day• Provide many life style tips such as cooking, make-up, shopping, price . . necessary for these women to apply them into their daily work in order to take good care of themselves and their family.• Favorite magazines & newspapers:

• Release boring feeling• Relax • Update news• Kill time

- Favorite program: Vietnamese film, gameshow (Di tim an so Vuot len chinh minh )Favorite magazines & newspapers:

- Tiep Thi & Gia Dinh- The Gioi Phu Nu- Tuoi Tre- Cong An- Thanh Nien

tim an so, Vuot len chinh minh…), - Favorite channels: HTV7, HTV9, VTV3, VTV2, VTV1, SCTV9, VCTV1…

INTERNET

• Update news• Relax• Search & look into necessary information• Keep in touch with outside society• Favorite websites:

- tuoitre.vn- vnexpress.net

Kid’s activities

Daily routine‐Wake up & do personal cleanliness

6 – 9 AM

9 12 AM

‐Wake up & do personal cleanliness‐ Have breakfast at home or at school‐ Go to school‐ Have a break time: have breakfast, play with friends,read comic, have snacks (snack, milk tea, soft drink, bánh

9 ‐ 12 AM tráng trộn…)….‐ Come back home‐ Have lunch

Take a rest/ take a nap

12 ‐ 3 PM

‐ Take a rest/ take a nap‐Watch TV or read comic‐ Play with toy (barbies, superman…), play withneighbors…‐ Drawing

3 – 6 PM‐ Surf the internet: chatchit, search information, playgame online….‐ Have snacks: drink milk, eat spoon yoghurt, cheese,snack….

6 – 9 PM‐ Have dinner with parents‐ Go to extra class: English, drawing, pre‐elementary…‐Watch TV, read comic, playing, drawing….T k b th

9 ‐ 12 PM‐ Take a bath‐ Go around the city, go to the park or supermarket withparents or go to grandpa/grandma’s house.‐ Go to sleep

Kids’ activitiesSCHOOL TIME

Go to school Activities at home: Eat & drink, do homework, take a rest

Watch TV, listen to music, play game

Surf the internet, chatchit, read comic online, play game online…

MOST OF KIDS FROM 6‐12 YEARS OLD ARE FULL DAY SCHOOL (BÁN TRÚ) SO THEY ALMOST SPEND THEIR TIME IN SCHOOL TO STUDY. THEY DON’T HAVE MUCH TIME TO JOIN OUTSIDE ACTIVITIES. THE TIME FOR ENTERTAINMENT IS NOT MUCH &

OFTEN HAPPENS IN THE EVENING.

Kids’ activitiesHOLIDAY TIME

INSIDE OUTSIDEINSIDE OUTSIDE

Eat & drink, do homework, take a rest

Play with toy

Go to supermarket with parents

Picnic or hangout far the city with family

Watch TV, listen to music, play game

Surf the internet, chatchit, read comiconline, play game online, drawing…

Visit grandpa/ grandma’s house

Have extracurricular activities likedrawing, martial, swim… course

Go to Dam Sen park Suoi TienGo to Dam Sen park, Suoi Tien…

Go shopping with sister

THE KIDS HAVE MORE FREE TIME AT WEEKEND SO THEY CAN JOIN MANY ACTIVITIES BOTH INSIDE & OUTSIDE. BESIDES, THEPARENTS ALSO WANT THEIR KIDS TO RELAX & FEEL FREE & COMFORTABLE AFTER A HARD STUDYING WEEK SO THEY SPEND MORETIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET THE PARK THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TOTIME TO JOIN WITH THEM LIKE GO TO SUPERMARKET, THE PARK, THE ZOO OR THEY ORGANIZE A SHORT OR LONG TRIP TOSOMEWHERE FAR FROM THE CITY.

THIS IS THE BEST PERIOD TO SHARE TOGETHER, PLAY TOGETHER & COME CLOSER SO THE PARENTS CAN UNDERSTAND THEIRKIDS DEEPLY & SUPPORT THEM TO PHYSICAL DEVELOPMENT IN THE FUTURE.

BUILD & MAINTAIN RELATIONSHIP BETWEEN FAMILY MEMBERS, ESPECIALLY THE KIDS

Decision maker mapDecision maker mapMOMS

Clothes & accessories

Personal care & HH care

St ti

Food & beverage

Food &

Stationery

Personal care & HH care

Kid toysStationery

Food & beverageKid toys Clothes &

accessories

KIDS FROM 6-10 Y.O KIDS FROM OVER 11 Y.O

Snacking habitTHERE ARE A BIT DIFFERENCES BETWEEN 6‐11 YEARS OLD & OVER 11 YEARS OLD IN SNACKING HABIT

6 – 10 YEARS OLD OVER 11 YEARS OLD

• More nutritious

• Provide more nutrition

C eate f eshness

• Avoid/release boring feeling

• Have fun with friends

Ha e man fla o s in one• Create freshness

• Good for health

At this age, they are small so they cannot

decide by themselves so their moms play an

• Have many flavors in one

• Feel fresh

Their faculty of thought & reason are higher so

they can decide what they want to do or eatdecide by themselves so their moms play an

important role in choosing kinds of snacking for

daily consumption of them. Moms focus on foods

which are good for health support physical

they can decide what they want to do or eat.

They have many subjects in school, they feel

tired & boring so they choose foods can make

them release boring feeling & create freshnesswhich are good for health, support physical

development.

Moms are main decision maker in

choosing for snacking

them release boring feeling & create freshness

too.

They are main decision maker in

choosing for snackingchoosing for snacking choosing for snacking.

Snacking repertoires

Kids from over 11 years old prefer

They often consume…….. for snacking

Bánh tráng trộn Milk teaFried fish ball Ice-creamSnacks

Kids from 6 – 10 years old prefer

Fruits Cheese YoghurtSnacks

Snacking repertoiresSnacking repertoires

Have a lot of flavorsProvide nutrition

Have many flavors in one: sour,salty, sweet & peppery good

PROVIDE MORE NUTRITION

AVOID BORING

Provide nutritionGood for healthCreate freshness

salty, sweet & peppery goodtaste

Avoid/release boring feeling

A id/ l b i f liCold, both sour & sweetHave a lot of flavorsProvide nutritionGood for digestion & healthC f h

Avoid/release boring feelingGood taste

Create freshness

Provide nutritionGood for health

Good tasteHave a lot of flavorsCreate freshness

Good for healthCreate freshness

Have a lot of tastes: sour, sweet

Have a lot of flavorsHowever, easy to make

teeth decayed

Have a lot of tastes: sour, sweetHave a lot of flavorsProvide nutrition: vitamin, proteinGood for healthCreate freshness

Sweet & coldHave a lot of flavors:

strawberry, chocolate, taroCreate freshness

Media behaviors & touch pointsFOR KIDS BORN IN 21ST CENTURY, MEDIA IS AN INDISPENSABLE PART OF THEIR LIFE, ESPECIALLY INTERNET. IT BRINGS THEM TO UNREAL AND IMAGINATIVE WORLD IN WHICH KIDS CAN DO EVERYTHING THAT’ THEY WANT TO DO IN REAL LIFE, ALSO THEY FIND IT INTERESTING AND FUNNY. THAT’S WHY THEIR PARENTS DON’T WANT THEM USE IT A LOT &

CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET

TV NEWSPAPER & MAGAZINES

CHECK CAREFULLY WHEN THEY ACCESS THE INTERNET

• Release boring feeling• Relax • Kill time

- Favorite program: cartoon, music, Korean film, Gia

• Be suitable at their age• Update news & look into information which is suitable for them• Favorite magazines & newspaper:

- Khan quang do

INTERNET

đình phép thuật…- Favorite channels: HTV7, HTV9, VTV3, Disney channel, cartoon network, Yan TV…

- Hoa hoc tro- Rua Vang

• Expand friendship network (chatchit, make friend…)• Update news• Play game online, listen to music online/film online… to relax & enjoy• Favorite websites:Favorite websites:

- zing.vn- YanTV- Game online- Yahoo!Messenger

KIDS’ BEHAVIOR

Study behavior

Shopping behavior

Eating behaviorEating behavior

Entertainment behavior

Summer entertainment behavior

Preferred promotion programme

Media channels

Id lIdols

Viettrack complies ISO 20252:2006, the international quality standard in market research

Parents’ concerns when look after & bring up their kidsRecently, “children health”, “children study” & “Characteristic and personality development” arey, , y p y p

three big issues that most of parents are concerning to.

Children health

Child t d

HCMCHCMCTOTALTOTAL HANOIHANOI%

99 100 97

Children study

Characteristic and personality development

Weight and physical growth 83

86

96

82

82

95

84

93

99

Form good habits for their children (reading books, logical thinking ability,…)

Be a good example to their children 67

70

83

61

66

82

77

77

84

Teach their children spend money in the right way

Be less well-equipped than their friends

Nurture their children through nutritious

55

62

61

51

46

80

Q. What are parents’ concerns about breeding their children? Viettrack Market Research - April 2010

Nurture their children through nutritious food

N=400 N=200 N=200

53 51 56

Added courses that kids join in school yearMaths, English, Literature are three main subjects that most of kids have to improve by joining to


59 61

Maths, English, Literature are three main subjects that most of kids have to improve by joining to

added courses

Maths

English

Literature

42

60

24

41

59

16

44

61

37

Sports (swimming, martial classes,…)

Computer courses 14

14

24

10

13

16

21

16

3

Art courses (painting, beautiful letters,…)

Course for aptitude courses (dancing, playing musical instruments, singing,..) 7

11

7

5

7

19

Physics

Chemistry 2

5

1

4

3

6

Q. What are added courses which children usually take in school year? Viettrack Market Research - April 2010

N=400 N=200 N=200

No added courses 18 21 14

The frequency of studying added courses in a week – Total

A HGFEDCB I

General, the frequency of studying added courses is around 2 times per week

5056

50 4756 51

1 225

5 times/ week

%2.1 1.8 1.4 1.9 2.1 1.8 1.7 1.8 1.8Means

53

7456

73

752-3 times/ week

4327

50 5344 49

26

50

Below 2 times/ week

N=240 N=20* N=8* N=96 N=168 N=56 N=28* N=56N=44

A- MathsB - PhysicsC - ChemistryD - LiteratureE – Language courses

Q: What is the frequency of studying added courses in a week? Viettrack Market Research - April 2010

F – Computer coursesG – Course for aptitude courses (dancing, playing musical)H - Art courses (painting, beautiful letters,…)I - Sports (swimming, martial classes,…)

(*) Small Base

The frequency of studying added courses in a week? – HCM

A HGFEDCB I

At HCMC, the frequency of studying added courses is around 2.5 times per week

60 63

1 4

5 times/ week

2.5 2.5 2.5 2.4 2.4 2.1 1.9 2.1 1.9 %Means

98 10083 95

7360

7563

1002-3 times/ week

13 5

2740

2537

1

Below 2 times/ week

N=118 N=8* N=2* N=32* N=82 N=20* N=14* N=26*N=10*


Viettrack Market Research - April 2010

(*) Small Base


Q: What is the frequency of studying added courses in a week?

The frequency of studying added courses in a week? – HN

A HGFEDCB I

The frequency of studying added courses of Hanoians kids is less than Saigonese ones. It is around

1.5 per week.

39 38 4133 29

4738

2-3 times/ week

%1.6 1 1 1.6 1.6 1.5 1.4 1.7 1.6Means(time/week)

62 5967 71

5363

100100

61 59 53Below 2 times/ week

N=122 N=12* N=6* N=74 N=88 N=42 N=14* N=32*N=38



(*) Small Base


Q: What is the frequency of studying added courses in a week?

KIDS’ BEHAVIOR

Study behavior

Shopping behavior





Media channels

Id lIdols


Decision makersParents are main decision makers in most of issues related to kids' studying and entertainment.

Kid i d i i k i j k f d b kf t

HCMCHCMCTOTALTOTAL HANOIHANOI

Going out on summer holiday

Kids’ toy 37

63

35

37

1 27 38

63

33

37

1 28 35

62

37

37

1 27

1

Kids are main decision makers in junk food, breakfast.

Kids toy

Clothes, shoes purchase

Going out at weekends

Junk food 24

50

56

37

27

45

35

35

12

1

46

5

9

27

26

50

57

38

25

44

33

33

2

1

1

47

6

9

28

22

48

54

35

30

46

38

37

3

1

2

1

43

5

8

27

Breakfast

Sports (swimming, martial classes…)

Clubs (drama, poetry, storytelling,…) 27

33

32

38

34

32 1

14

4

1

21

29

34

39

36

38

34

33

27

18

6

2

18

25

33

23

25

100

37

38 2

40

35

Aptitude courses (dancing, singing,..)

Computer courses

Language study

Add d ( th h i 0

65

66

30

21

26

24

33

2

1

6

2

2

1

9

6

9

22

62

59

39

28

30

34 1

3

2

9

7

9

17

9

59

39

26

2

27

15

39

5

7

11

9

39

35

N=400 N=200 N=200

Added courses (maths, physics…

Buying learning facilities

Children are main decision makers

Other family members suggest, children are main decision makers

37

70

31

21

3

2

3

2

26

5

39

60

26

32 1

3

3

32

4

36

59

41

25

2

5

21

11

Q: Who are main decision makers to children’ activities ? Viettrack Market Research - April 2010

Other family members are main decision makers

Parents suggest, children are main decision makers

Parents are main decision makers

Places buying learning facilitiesBookstore & stationery are two places where parents usually come to buy learning facilities for


Bookstore & stationery are two places where parents usually come to buy learning facilities for

kids.


87

52

93

63

78

34Bookstore

85

32

39

6

84

28

8

23

87

39

2

63

Stationery store

Grocery

36

15

4

6

426

8

26

2

1

2

Supermarket

Market 15

1

17

1

12Market

Department (Diamond, Saigon Square,...)

N=400 N=200 N=200

Buy most often Usually buy


%

Q: Which places do children have learning facilities bought? Q: Amongst, which is the most often place?

Places buying clothes, shoesMoms often go to “clothes and shoes store for kids”, “Market” and “supermarket” to buy clothes


Moms often go to clothes and shoes store for kids , Market and supermarket to buy clothes

and shoes for kids.


81

52

70

36

98

77Clothes and shoes sotre for kids

73

28

75

33

70

20Market

54

213

16

71

315

25

28

7

3Supermarket

Department (Diamond, Saigon Square,...) 3 5

1Grocery

N=400 N=200 N=200

Buy most often Usually buy


%

Q: Which places do children have clothes, shoes bought? Q: Amongst, which is the most often place?

Learning facilities

The purchase frequency in a month

Means 0.9 1.00 0.8

6 4 102 12

TP.HCMTP.HCMTOTALTOTAL HANOIHANOI

%

The frequency of buying clothes, shoes for kids of moms is 2 month/ time

Learning facilities

1010

10

1410

20

6 4 102 12Above 4 months/ time

3 -4 months/ time

2 months/ time Clothes, shoes

4645

1519

48

1,5 months/ time

1 month/ time

3 times/ week

Means 0.6 0.7 0.5


19 13Above 4 months/ time

N=400 N=200 N=200

7 10 3

1581-2 times/ week

25

21

16

28

63

9

1927

4 months/ time

3 months/ time

2 months/ time

1931

7

1027

31

282 months/ time

1,5 months/ time

1 month/ time

3 k / ti

Average, the frequency of buying leaning facilities for kids of moms is 1 month/ time


N=400 N=200 N=200

1 2 2 33 weeks/ timekids of moms is 1 month/ time

Q. What is the frequency of buying learning facilities for children monthly?Q. What is the frequency of buying clothes, shoes for children monthly?

%

Monthly average expenditure for children – TotalMonthly average, parents spend money for kids on breakfast, buying clothes, shoes and added

%A HGFEDCB I98,160 199,020 132,560 30,340 25,360 27,884 350,740 179,152 185,960 216,840 183,640 Means (VND)

y g , p p y , y g ,

courses more than the rest.

K L

13

36 3541

27

32

19

2

3326

14 128 9

13 92 12 12

29

6 4 7 617Above 300,000 VND

200,001 - 300,000 VND

63

5047

4055

44

542830

58

44100,001 - 200,000 VND

50,000 - 100,000 VND

6 1 4 1 2 816 25

31618

2

23 Below 50,000 VND

N=362 N=397 N=363 N=400 N=398 N=78 N=51 N=250N=62 N=181 N=394

( l l )A-Buying learning facilities

B-Added courses (maths, physics, chemistry,)

C-Language study

D-Computer courses

F-Sports (swimming, martial classes…)

G-Breakfast

H-Junk food

I-Going out at weekends

Viettrack Market Research - April 2010Q. What is the monthly average expenditure on……. for children?

p

E-Aptitude courses (dancing, singing,..) K-Clothes, shoes purchase

L-Taking care of kid’s health

Monthly average expenditure for children – HCMSaigonese parents spend much money for kids on breakfast, taking care of kid’s health & buying


K L

g p p y , g y g

clothes & shoes

20

2929 20

1

39

1714 11 8

17 10

4

3020

10

51

11 9 12 1520Above 300,000 VND

200,001 - 300,000 VND

70

43

35

5140

5324

25

5860

45 313539

44

100,001 - 200,000 VND

50,000 - 100,000 VND

5 1 2825 20

1

35 40

45 316 Below 50,000 VND

N=123 N=89 N=24* N=19* N=40 N=199 N=200 N=200N=191 N=200N=200



C-Language study

D-Computer courses


G-Breakfast

H-Junk food



(*) Small Base

Q. What is the monthly average expenditure on……. for children?

p



Monthly average expenditure for children – HNWhile Hanoians parents spend much money for kids on breakfast, buying clothes & shoes and


K L

p p y , y g

joining in added courses

8 3 913

18

14

5 7 7

4125

32

17

2

2111

2 28 8

12 8

3 12 9

38

7 7 9 9

10

2Above 300,000 VND

200,001 - 300,000 VND

85 88 82

629

40

50

44

49

18

43

40

56

100,001 - 200,000 VND

50,000 - 100,000 VND

1 4 10 317

31520

40

Below 50,000 VND

N=196 N=168 N=200 N=200 N=38 N=36 N=42 N=192N=92 N=128N=152



C-Language study

D-Computer courses


G-Breakfast

H-Junk food



(*) Small Base

Q. What is the monthly average expenditure on……. for children?

p



KIDS’ BEHAVIOR

Study behavior

Shopping behavior





Media channels

Id lIdols


Places where having breakfastKids often have breakfast at home or food store


Kids often have breakfast at home or food store

At home


8748 9152 8141

Food store 8644 8337 9255

School canteen 286 317 254

Buy and bring breakfast to school 273 315 21

Q: Which places do children have breakfast frequently? Q: Amongst, which is the most often place?

N=400 N=200 N=200


%Most often Often

Children’s favorite junk foodSnack, sweet cake, yogurt are three most favorite junk foods of kids.


Snack, sweet cake, yogurt are three most favorite junk foods of kids.


90 9189Snack

S t k

64

72

73

52

87

68

71

63

76Sweet cake

Yogurt

Confection

53

58

47

83

57

42Ice-cream

Chocolate

20

32

43

3

6

32

31

50

51Cheese

“Bánh tráng trộn”

“Há cảo”


%

Q. What are children’s favorite junk food ?

N=400 N=200 N=200

Há cảo

Places buying junk food (P10)“Groceries near by houses”, “At home (mother bought)” and “School canteen” are common &

TP HCMTP HCMTOTALTOTAL HANOIHANOI

Groceries near by houses , At home (mother bought) and School canteen are common &

convenience places for kids to buy junk foods.


%

79 85 70Groceries near by houses

At home (mother bought)

45

55

68

51

71

64

35

31

73At home (mother bought)

School canteen

Supermarket

36

37

43

39

25

35Gorceries near by school

Vendors

k

2

3

16

3

4

19

1

11Park

Movie theatre

Internet store

Viettrack Market Research - April 2010Q. Where are places children buy junk food?

N=400 N=200 N=200

KIDS’ BEHAVIOR

Study behavior

Shopping behavior





Media channels

Id lIdols


Going out occasionsKids are usually allowed to go out on weekends, summer holiday or holiday/ Tet


Kids are usually allowed to go out on weekends, summer holiday or holiday/ Tet


%

81Weekends 78 85

76Summer holiday 85 64

55Holiday/”Tết” 71 31

N=400 N=200 N=200

31Weekday 43 14

Viettrack Market Research - April 2010Q. Which are occasions do children go out?

Places going out for weekdaysOn weekdays, after studying hard at school, kids often choose entertainment activities which areOn weekdays, after studying hard at school, kids often choose entertainment activities which are

simple and not take much time such as sight-seeing, going to park/ children’s house and

supermarket.


%

63Sight - seeing 70 29

33

36Park/ children’ house

Supermarket 36

42

21

7

26

33Supermarket

To go swimming 31

36

0

21

4

19To visit relatives

Movie theatre/dramatic stage 5

13

0

50

Q. Places where kids go out for weekdays? Viettrack Market Research - April 2010

N=124 N=86 N=28

Places going out for weekendsOn weekends, kids are usually allowed to go to super market, park, children’s house or visitingOn weekends, kids are usually allowed to go to super market, park, children s house or visiting

relatives.


%

69Supermarket 74 64

25

51Park/ children’ house

To visit relatives 19

62

34

37

9

14

21Sight-seeing

To go swimming

Movie theatre/drama tic stage 14

25

23

2

19

2

2

9o e t eat e/d a a t c stage

Museum

Long-distance travelling (Vũng Tàu, Phan Thiết, Nha Trang…)

3

3

14


N=324 N=156 N=170

Q. Places where kids go out for weekends?

Places going out for Holidays/ TetKids are usually visit relatives on Holidays/ Tet occasions or enjoy long-distance travelling such asKids are usually visit relatives on Holidays/ Tet occasions or enjoy long distance travelling such as

Vung Tau, Phan Thiet, Nha Trang, etc. Hanoians kids are slightly different. They often go to park or

children’s house on this occation.


%

66To visit relatives 66 68

29

45Long-distance travelling (VungTau, Phan Thiet, Nha Trang…)

Park/ children’ house 14

57

77

3

15

18

22Supermarket

Movie theatre/drama tic stage

To go downtown (eating ice-cream ) 18

22

22

7

7

23

2

10

15cream,…)

Museum

To go swimming 3

10

18

0

10

7


N=220 N=142 N=62

Q. Places where kids go out for Holidays/ Tet?

Places going out for summer holidaysKids often have a long break time on summer holidays. Hence, they are usually allowed to haveKids often have a long break time on summer holidays. Hence, they are usually allowed to have

long-distance travelling or visiting relatives.


%

83Long-distance travelling (Vũng Tàu Phan Thiết Nha Trang ) 87 77

15

28

Tàu, Phan Thiết, Nha Trang…)

To visit relatives

Park/ children’ house 21

42

3

2

10

11

15Museum

Supermarket

To go swimming 13

14

17

3

3

9

9

10

10To go swimming

To go downtown (eating ice-cream,…)

Movie theatre/drama tic stage 10

11

13

6

8

3


N=304 N=170 N=128

Q. Places where kids go out for summer holidays?

The frequency of going outGenerally, kids usually go to super market, go sight seeing and go to park/ children house with the

A HGFEDCB

Generally, kids usually go to super market, go sight seeing and go to park/ children house with the

frequency of 4 times/ month.

3 83 4 4 1 33 0 45 0 3 2 61 3 89 3 47Means (times/ month)%

3233

7

1 2

10

612 612

11 632 33

15 5 1131051Above 7 months/ time

5 - 7 months/ time

3.83 4.4 1.33 0.45 0.3 2.61 3.89 3.47Means (times/ month)

17 37

31 25

20

24

24

5731

11

10

6

3036

2 - 4 months/ time

1 time/ month

2-3 times/ month

5 13 9

24 17

11

24 37

9

1 1

20

2721

21912 7 9

4 times/ month

2-7 times/ week

N=540 N=420 N=276 N=176 N=520 N=552 N=436 N=208

A- SupermarketB - Park/ children’ house C - Movie theatre/dramatic stageD - MuseumE Long distance tra elling (V ng Ta Phan Thiet Nha Trang )

Q. What is the frequency of going out? Viettrack Market Research - April 2010

E - Long-distance travelling (Vung Tau, Phan Thiet, Nha Trang…)F - To visit relatives G - Sight seeingH – Go swimming

The frequency of going out – HCMSaigonese kids often go to park/ children house with the frequency of 6 times/ month. Next is

A HGFEDCB4 41 6 01 1 17 0 4 0 29 1 57 4 18 3 41

Saigonese kids often go to park/ children house with the frequency of 6 times/ month. Next is

going to super market and go sight seeing with the frequency of 4 times/ month.

Means (times/ month)

31 24

38

1

8 146

7 236 43

26

7 128

1 6Above 7 months/ time

5 - 7 months/ time

%4.41 6.01 1.17 0.4 0.29 1.57 4.18 3.41Means (times/ month)

2722

28 39

2526

2827

62

22

3

10

1031 21

142 - 4 months/ time

1 time/ month

2-3 times/ month

2 13 813

28 39

103

1221

1027

1727

6 11

4 times/ month

2-7 times/ week

N=292 N=252 N=126 N=96 N=294 N=280 N=248 N=140




The frequency of going out – HNHanoians kids usually go to museums & go swimming with the frequency of 4 times/ month.

A HGFEDCB2 85 1 74 2 36 0 84 0 32 4 44 3 2 4 08

Hanoians kids usually go to museums & go swimming with the frequency of 4 times/ month.

Means (times/ month)

34

44

4

3

206

2540

102

2511

2Above 7 months/ time

5 - 7 months/ time

%2.85 1.74 2.36 0.84 0.32 4.44 3.2 4.08Means (times/ month)

4042

32 17

48

25 80

2925

72

2 - 4 months/ time

1 time/ month

2-3 times/ month

11 82019

107 17

23

410

3 212

13

4

4 times/ month

2-7 times/ week

N=222 N=104 N=188 N=70 N=160 N=308 N=116 N=16*



E - Long-distance travelling (Vung Tau, Phan Thiet, Nha Trang…)F - To visit relatives G - Sight seeingH – Go swimming (*) Small base

Whom children go out with – Total

A HGFEDCB

Children often go out with their family members (having parents) for most of activities. Kids often

go out with their friends when going to museums, sight-seeing and go swimming.

A

4353

2 4 2 3 1 31Other family members

HGFEDCB%

18

21

92 8278

96 94

63Family members(having parents)

With neighbor friends

3925 18

44

3 3

16

2 1010

10With schoolmates

N=166 N=149 N=58 N=44 N=177 N=154 N=82 N=57


Q: With whom do children go out on each occasion? Viettrack Market Research - April 2010

%


KIDS’ BEHAVIOR

Study behavior

Shopping behavior





Media channels

Id lIdols


The length of children summer holidaysFor elementary students, summer period is approximate 2 months which starts at the beginning of

June and ends at the middle of August annually


June and ends at the middle of August annually.

%

128

10 8 141

½ month

Means (months) 2.2 2.2 2.1

3231

31

171 month

1,5 month

2431

14

2 month

2,5 month

N=400 N=200 N=200

22 21 243 month

Viettrack Market Research - April 2010Q. How long does a summer holiday take?

Extra-curriculum courses and activities on summer daysLast year, “added courses (maths, physics, chemistry,…)” was a popular choice of almost parents but

this year “language courses” particularly English as their priority based on the thought do not want their


this year language courses particularly English as their priority based on the thought do not want their

children are inferior to others. Furthermore, English now becomes one of required subjects in primary

schools instead of secondary schools as before.


%

Language courses

56

6644

73

53

47

60

5539

Added courses (maths, physics, chemistry,…)

Computer courses

Sports (swimming, martial classes,…)24

28

56

18

16

53

27

21

54

13

1830

29

19

21

51

Courses for aptitude (painting, beautiful letters,…)Art courses (dancing, playing musical instruments,

singing,..)

2

6

13

5

11

5

99

4

6

7

19

7

14

N=400 N=200 N=200

Others (Vietnamese, literature)

Don't know 196

22

154

268

65

This year Last year

Viettrack Market Research - April 2010Q: Which were extra-curriculum courses and activities children attended last year?Q: Which is extra-curriculum course, activity children are going to attend this year?

Travel destinations on summer daysIn general, “Nha Trang” (33% agreed) and “Vũng Tàu” (30% agreed) are still the most popular

destinations this year In the northern especially Hanoi because the demand for cutting down expenses is


destinations this year. In the northern, especially Hanoi, because the demand for cutting down expenses is

still their priority, therefore “don’t go” (with 38% agreed) stands at high rate though it seems to be lower

than last year 32%


%Nha Trang 33

14

44

17

17

8

Vung Tau

Da lat15

30

34

13

21

49

55

21

6

3

3

1

Ha Long

Others (Da Nang, Hoi An, HCMC,..)

9

7

6

8

1

65

21

18

14

22

N=400 N=200 N=200

Don’t go17

37

3

24

38

56

This year Last year

Viettrack Market Research - April 2010Q: Where were destinations children travelled last year? Q: Where is destination children are going to travel this year?

N=400 N 200 N 200

Average expenditure on summer holidays as compared with ordinary days

HCMCHCMCTOTALTOTAL HANOIHANOI % increase72% is the agreed percentage for the increase of expenditure in

Below 10%

From 10 - 20%

summer days, just 2% of mothers think it would be decreased. In

detail, the increase rate is popular from 10-20% (with 56%

agreed). Meanwhile, increasing more than 40% is received coldly

with just only 2% agreements 56

25

58

22

54

30

Means (%) 16.17 16.28 15.97


%

From 10 20%

From 21 - 40%

with just only 2% agreements

16

56

18

58

13

54

Above 40%

N=286 N=152 N=134

HCMCHCMCTOTALTOTAL HANOIHANOI % decrease

72 7667

Increase

Decrease

2 2 3

17Below 5% 20


26 23 28

21

5

Equal

Means (%) 8.33 8 8.4

N=400 N=200 N=200

17

50From 6 - 10%

From 11 - 20%

100

20

40


N=12* N=2* N=10*

16Above 20% 20

Q. What is the average expenditure for children on summer holidays as compared with ordinary days?

Average expenditure in this summer year as compared with last year

HCMCHCMCTOTALTOTAL HANOIHANOI % increase

Below 10%

From 10 - 20%

Similarly, 75% agreed with the increase of expenditure this year

which against with last year. In this case, the popular increasing

rate would be from 10-20% (reach 60%), just only 6% of mothers

agree with “above 40%” is a reasonable rate 60

22

58

21

64

22

Means (%) 17.47 1706 18.08


%

From 10 20%

From 21 - 40%

agree with above 40% is a reasonable rate

12

60

14

58

9

64

75 75 75

Tăng

Giảm

N=300 N=150 N=150

Above 40% 6 7 5

23 24 22

2 1 3Như nhau


Below 5% 25 33

Means (%) 21.25 10 25

N=400 N=200 N=200From 6 - 10%

From 11 - 20% 25

25 100

34


N=8* N=2* N=6*

Q. What is the average expenditure for children on this summer year as compared with last summer year?

Above 20% 25 33

KIDS’ BEHAVIOR

Study behavior

Shopping behavior





Media channels

Id lIdols


Preferred promotion programs - ChildrenAmong the five most preferred promotion programs which children like such as: “cotton animal”,


“puzzle toys”, “electric bicycle”, “comics” and “cartoon CD/DVD” (reach 45% agreed generally),

“cotton animal” is the program they like most (have 30% agreements)


%

Cotton animal

Puzzle toys

30

1560

6115

37

66

5916

19

54

61

Electric bicycle

Comics

Cartoon CD/DVD

5610

15

10

60

44

48

50

14

7

634

49

59

66

15

16

16

69

37

61

Skateboard

Watch

Backpack with cartoon characters 33

6

6

5

48

27

46

7

23

10

351

30

1

477

6

39

22

69

N=400 N=200 N=200

Sticker pictures

Scratching card

131

20

1

20

312

19

31

Like most Like

Viettrack Market Research - April 2010Q: Which are promotion materials, toys and means of promotion which children prefer? Q: Amongst, which is the most favorite promotion programme?

Preferred promotion programs - MothersMeanwhile, 50% is the agreed rate of “promotion package-buy 1 get 1 free”, “sale-off”, “glassware

gifts” and “cooking seasonings” which are the four program mothers like most


gifts and cooking seasonings which are the four program mothers like most

“Buy 1 get 1 free” is the most liking program in HCMC (with 38% people agreed) and “sale-off” is the

most preferred one in Hanoi (with 46% people agreed)


%

Promotion package (ex. buy 1 get 1 free)

S l ff28

36

80

16

38

77

46

35

86

Sales-off

Glassware gifts(bowl, dish, cup,…)

Cooking seasonings (sugar, MSG,…) 5713

15

69

75

7221

1855

73

351

11

90

77

Accumulate scores to get gifts

Personal care items (towel, comb, toothbrush,… )

2

2

3

34

39

1

2

3

35

45

2

2

233

30

N=400 N=200 N=200

Scratching card

Gifts (jewelries, hairpins,…) 321

2

37

271

137

381

2

37

Like most Like

Viettrack Market Research - April 2010Q: Which are promotion materials and means of promotion which mothers prefer? Q: Amongst, which is the most favorite promotion programme?

KIDS’ BEHAVIOR

Study behavior

Shopping behavior




Preferred promotion forms

Media channels

Id lIdols


Activities in leisure timeIn spare time after school, there are some activities children want to do such as: “watch cable TV

channels” and “watch TV channels” simultaneously they are rated as the 2 entertainment means with


channels and watch TV channels , simultaneously they are rated as the 2 entertainment means with

most preferred at 34% and 30%.

The next choice is “read books” stands at 22% and the forth is “surf Internet” with 13% children

agreed HCMCHCMCTOTALTOTAL HANOIHANOI

%

Watch cable TV channels

agreed

34

82

35

91

31

68

Watch TV channels

Read books22

30

78

95

22

29

85

94

22

32

69

97

Surf the Internet

Read magazines

40

1

13

12

44

1

12

15

34

1

14

9

N=400 N=200 N=200

Read newspapers 27

1

28 26

N=400 N 200 N 200

Like doing most Usually do

Viettrack Market Research - April 2010Q: What do children usually do in leisure time? Q: What is children favorite activity which they like doing most in leisure time?

Children’s favorite books

As for those who like reading books, “comics” is their most favorite choice (with the agreed rate is 83%)


g , ( g )

%


Comics83

99

82

100

85

97

Fairytale

1

15

63

1

16

71

15

49

Modern literature for children

Science book 41

1

12

31

12

6

12

N=308 N=170 N=138

Viettrack Market Research - April 2010Q: Which are types of books do children read usually? Q: Which is type of books do children like reading most?

The most favorite Favorite

Based on children who choose code 1_E1a

Children’ s favorite comics According to children preferences, the 3 comics they like most in order are: “Doremon” (with 33%

agreed), “Conan” and “Thần đồng đất Việt” are in the same rate (stand at 21%).


agreed), Conan and Thần đồng đất Việt are in the same rate (stand at 21%).

While in HCMC, “Thần đồng đất Việt” is placed at high rate more 7% than “Conan”, in Hanoi the

favorite rate toward “Thần đồng đất Việt” is less than “Conan” 25% approximately.

“Doremon”


%

21

33

79

14

28

72

33

42

93

“Conan”

“Than dong dat viet”

“N h i ” 1

21

21

64

61

1

23

14

59

56

3

18

33

73

72

“Nu hoang ai cap”

“Dragonball”

“Pokemon”

15

1

1

1

9

14

1

1

1

9

16

1

2

3

9

Pokemon

Others (“Vua phap thuat”, “Teppi”, …)

N=272 N=138 N=134

22

24

9

32

17

11

1

36

6


Viettrack Market Research - April 2010Q: Which are children’s favorite comics?Q: Amongst, which is the most favorite comic?Based on children who choose code 1_E2a

Children’ s favorite TV channelsGenerally, top 3 TV channels regarded as the most favorite choices in both HCMC and Hanoi are: “HVT7” and “VTV3” are

in the same rate (29% agreed) and “HVT3” (reach 21%)


in the same rate (29% agreed) and “HVT3” (reach 21%)

In detail, in HCMC, “HTV7” and “HTV3” are the 2 main channels which are received high preferred rate at 48% and 28%.

On the contrary, in Hanoi, these 2 channels just gained a small proportion of liking (below 10%) and “VTV3” stands at

the top with 69% agreed answerHCMCHCMCTOTALTOTAL HANOIHANOI

%

HTV7

VTV3 29

29

62

552

48

37

8469

2

98

12

HTV3

Hanoi

Cartoon Network

HTV9

25

4

5

5

2144

5

1

7

8

2856

8

60

2

12

926

HTV9

Disney Channel

HTV1

VTV1

18

1

2

359

3

37

231

4

789

4

21

10

2

2

214

60

VTV2

HTV2

N=382 N=188 N=194

116

12

9

16

227

7

Viettrack Market Research - April 2010Q: Which are children’s favorite TV channels?Q: Amongst, which is the most favorite channel?



Mothers’ favorite TV channels According to mothers in HCMC, “HTV7” is the most favorite channel (reach 57%). Meanwhile, 72% is


the favorite rate for “VTV3” in Hanoi.


VTV3

HTV7

37

3481

57

13

69

72

98

HTV7

HTV9

Hanoi

HTV3

30

8

6

5

66

71

4

8

1

12

92

92

69

1

12

3

40

29

HTV3

VTV1

HTV1

2

4

3

39

58

283

1

5

38

45

49

1

5

4

13

77

24

N=382 N=188 N=194

SCTV9

VTV2 1

23

26

34

18

2

11

37

Viettrack Market Research - April 2010Q: Which are mothers’ favorite TV channels?Q: Amongst, which is the most favorite channel?


Based on children & mothers who choose code 4_E1a

Children’ s favorite TV programsAccording to 73% agreed rate gained from children opinions, they have only 1 answer for the question

hi h th TV th lik t hi t i “ t ”


which the TV program they like watching most is “cartoons”

Cartoons


%

73

99

72

99

74

99

Gameshow

Films7

11

58

53

6

12

58

60

9

9

58

42

Children’s music

Wildlife world

47

4

5

24

48

5

5

27

45

2

4

19

Circus

N=382 N=188 N=194

28 282

28

Viettrack Market Research - April 2010Q: Which are children’s favorite TV programs?Q: Amongst, which is the most favorite program?



Children’ s favorite TV game showsIn HCMC, “Siêu quậy tí hon”, “Những người bạn nhỏ” and “Chung sức” on HTV7 are being watched

with the favorite rate is over 17% In contrast in Hanoi most of children responded “Đồ Rê Mí” as the


with the favorite rate is over 17%. In contrast, in Hanoi, most of children responded Đồ Rê Mí as the

only TV game show they like watching most with the agreed rate is 83%


“Đồ Rê Mí” – VTV 3

“Siêu quậy tí hon” – HTV 7 17

3046

5323

524

695

8393

20

“Những người bạn nhỏ” – HTV 7

“Chung sức” – HTV 7

“Sieu thi may mắn” – HTV 9

38

11

12

14

41

46

53

55

17

17

19

60

62

69

22

6

2

12

20

y“Ai thông minh hơn học sinh lớp 5?” -

HTV 2“Chuyện không của riêng ai” – HTV7

“Nào ta cùng hát” – HTV7 211

3

10

29

32

41

27

5

14

42

43

60

7

2

10

2

“Hãy là bé ngoan” – HTV 9

Ai là triệu phú

N=194 N=113 N=81

1

1

1

20 27

2

2

2

5

Viettrack Market Research - April 2010Q: Which are children’s favorite TV game shows?Q: Amongst, which is the most favorite game show?



Children’ s favorite channels on cable TVIn general, “Disney channel”, “Cartoon network”, “Bibi-hoạt hình” and “HTV3 thiếu nhi” are the four

cable channels which children like watching most


cable channels which children like watching most.

In HCMC, “Disney channel” stands at the top with 33% agreed answer and in Hanoi, “Bibi-hoạt hình”

is the most favorite channel which is received up to 41% agreed rate when asked


%

Disney Channel

Cartoon Network18

32

62

8323

33

74

857

31

40

81

Bibi-Hoat hinh (VCTV8)

HTV3 kenh thieu nhi

Sao TV (SCTV3)

61

4

4

17

186

47

21

67

6

8

17

636

32

4916

410

68

Yeah1 TV (SCTV4)

Disney-Hd

Animax

Star Movies

16

1

1

3

416

21

17

22

1

1

4

624

22

16

4

219

18Star Movies

HBO

VTC 11

N 318 N=182 N=136

1

117

28

11

116

27

13

18

29

3

Viettrack Market Research - April 2010Q: Which are children’s favorite channels on cable TV?Q: Amongst, which is the most favorite channel?



N=318 N=182 N=136

Mothers’ favorite channels on cable TVAs for mothers, “HBO” is not only one of the most often being watched channels (with 83% agreed) but it also

is the most favorite one with the agreed rate stands at 29%. Although “Star movie” and “Cinemax” have


g g

received more than 60% opinions that they are regular channels, but in case of the most favorite level, it goes

behind “HTVC gia đình” and “SCTV9”, because these 2 channels always have social psychological films from

Hong kong, Korea,…HCMCHCMCTOTALTOTAL HANOIHANOI

%

HBO

19

2983

21

30

89

15

27

72

HTVC gia dinh

SCTV9

Star movie 6410

14

9

41

47

718

21

54

49

0

5015

15

43

Cinemax

VTC16

6

30

63

2

5

27

66

12

7

37

56

Khác 1610

1313

244

N=318 N=182 N=136


Q: Which are mothers’ favorite channels on cable TV ?Q: Amongst, which is the most favorite channel?


Based on children & mothers who choose code 5_E1a

Purposes of surfing on the Internet“Play online games” is the main entertainment for most of children when surfing on the Internet (with 96%).

Furthermore in HCMC “listen music” and “watch film” are chosen by the majority of children with the rate for


Furthermore, in HCMC listen music and watch film are chosen by the majority of children with the rate for

each one is 53% and 32%.

With a little contrary against with HCMC, Internet is used as a tool for their “learn and study” with 27% approval.

%

Play online games

Listen music 47

96

53

94

35

100

Watch films

Chat 21

25

27

32

9

12

Chat

For learn and study

Read news 17

18

21

20

14

27

12

27

9

N 156 N 88 N=68

Read news

Log in blog/ facebook 7

17

11

20 12

Q. What are children purposes as surfing internet? Viettrack Market Research - April 2010Based on children who choose code 6_E1a

N=156 N=88 N=68

Time surfing on the Internet dailyThe suitable time for surfing on the internet in HCMC and Hanoi is quite distinction. For children in

TP.HCMTP.HCMTOTALTOTAL HANOIHANOITP.HCMTP.HCMTOTALTOTAL HANOIHANOI

HCMC, up to 47% children answer 18h-20h is their choice and in Hanoi although the agreed rate is

47% as the same with HCMC, the answer is 16h-18h.

%

9:00 – 12:00 AM 11 13 9

12:01 – 16:00 PM

16:01-18:00 PM 28

10

18

14

47

3

18:01-20:00 PM 44 47 38

20:01 – 24:00 PM 32 30 35

N=156 N=88 N=68

Q. What time do children surf Internet in a day? Viettrack Market Research - April 2010Based on children who choose code 6_E1a

Children’s favorite website addressesAccording to those those who use Internet for playing online games, “www.gamesonline.com” is the


popular address (with 45% agreed)


%www.gamesonline.com

www.trochoivui.com16

45

50

7312

47

52

7424

41

47

71

www.gamevui.com

www.play.zing.vn

www.mp3.zing.vn

43

6

7

1150

38

29

46

8

6

1152

35

30

38

3

9

1247

44

27

www.Kenh14.vn

www.nhaccuatui.com

www.nhacso.net 102

3

329

13

21

92

3

230

14

23

12

3

627

12

18

www.nghennhac.info

Khác

N=156 N=88 N=68

5

214

58

214

7

215

2

Viettrack Market Research - April 2010Q: What are children’s favorite Website addresses?Q: Amongst, what is the most favorite Website address?



Children’s favorite online games“Nha hang vui ve” & “Dot Kich” are two favorite game online of Saigonese kids while Hanoians prefer


Pikachu & Boom


Nha hang vui ve (Game zing)

16

18

39

15

23

40

18

9

35

Dotkich

Audition

Pikachu 2716

16

34

29

2313

21

42

29

3521

6

21

29

Boom

Dua xe lien luc dia

27

10

13

19

33

23

13

8

23

29

35

6

21

12

41

Others

N=388 N=188 N=200

11

9

7

9

19

8


%

Q: What are children’s favorite online games?Q: Amongst, what is the most favorite online game?


Based on children who choose code 4_E9

KIDS’ BEHAVIOR

Study behavior

Shopping behavior




Preferred promotion forms

Media channels

Id lIdols


Children’s favorite characters“Tom & Jerry” are the 2 most favorite characters with 39% children agree, the second is “Doremon”


approved by 15% children and the next ones are “Harry Potter” (with 9%), “Spiderman” (8%) and

Ben 10 (6%)


Tom & Jerry

Doremon15

39

58

85

13

39

50

83

18

38

71

87

Doremon

Harry Porter

Spiderman

Ben 10

25

6

8

9

58

27

20

7

7

9

50

24

32

4

9

9

71

32

Ben 10

Mickey mouse

Pikachu

H ll kitt t3

3

420

59

30

1

3

523

57

18

5

4

216

61

47

Hello kitty cat

Others

Don't know

N 200 N 200

1

20

1210

12

12

149

22

32

1112

2


%

Q: What are children’s favorite characters?Q: What is the character children like most ?


N=400 N=200 N=200

Children’s favorite singers, actors and actresses“Hoài Linh” is the most favorite actor with the agreed rate is 23%. Besides, there is “Xuân Mai”

singer with the rate is 15%


singer with the rate is 15%


Hoai Linh

Xuan Mai 15

23

47

30

9

31

59

17

23

10

29

50Dinh Toan

Tang Thanh Ha

Bao Thy

Dan Truong

22

6

6

6

6

21

22

30

12

4

1

3

10

8

37

17

38

8

14

12

40

50

Dan Truong

Minh Hang

Dai Nha

Hieu Hien18

4

4

5

13

23

19

293

7

3

15

20

14

25

0

7

11

28

27

N=400 N=200 N=200

Others

Dom't know 18

7

18

8

13

22

7

23

8

15

12

9

12

10

11

N=400 N 200 N 200


%

Q: What are children’s favorite singers, actors and actresses?Q: What is the character children like most ?


Month Market Research

The next Viettrack will come in on 15th May 2010Your feedback and enquiry on Viettrack is highly appreciated.

Contact: Le Lan Phuong, CRM DepartmentTel: +84 8 3514 2584E il h l @ftEmail: [email protected]

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vietnamese kids behaviors

Entertainment & Humor