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Báo cáo Millennials in Vietnam từ Global Consumer Survey 2022 cung cấp một cái nhìn sâu sắc về thế hệ Millennials tại Việt Nam, bao gồm đặc điểm dân số, lối sống, thái độ tiêu dùng và các điểm tiếp xúc tiếp thị. Dưới đây là tóm tắt cũng như gợi ý áp dụng cho các ngành hàng bằng chatGPT: ĐẶC ĐIỂM DÂN SỐ VÀ LỐI SỐNG Độ Tuổi và Giới Tính: Millennials tại Việt Nam chủ yếu nằm trong độ tuổi từ 1849, với 52% là nam giới. Thu Nhập và Hộ Gia Đình: 37% thuộc nhóm thu nhập trung bình; nhiều người sống trong gia đình có con cái. Cộng Đồng và Thành Phố Lớn: 31% sống trong các megacity với dân số trên 5 triệu người. SỞ THÍCH VÀ GIÁ TRỊ SỐNG Giá Trị Sống: Thành công được coi là quan trọng; quan tâm đến vấn đề môi trường và an sinh xã hội. Sở Thích và Hoạt Động Giải Trí: Du lịch, thể thao và công nghệ là những sở thích phổ biến. THÁI ĐỘ TIÊU DÙNG Tiêu Dùng Nội Dung Số: 42% Millennials ưa chuộng nội dung số vì dễ quản lý. Quan Điểm Chính Trị: Nhiều người có quan điểm chính trị trung lập. ĐIỂM TIẾP XÚC TIẾP THỊ Truyền Thông Số: Họ thường xuyên gặp quảng cáo trên các cổng thông tin video và mạng xã hội. Truyền Thông Truyền Thống: Vẫn theo dõi quảng cáo qua truyền hình và điện ảnh. GỢI Ý ÁP DỤNG CHO CÁC NGÀNH HÀNG Công Nghệ và Điện Tử Tiêu Dùng: Tập trung vào sản phẩm công nghệ thông minh, dễ sử dụng và tích hợp với nội dung số. Du Lịch và Giải Trí: Cung cấp gói du lịch và hoạt động giải trí hấp dẫn, tận dụng xu hướng sống kỹ thuật số của Millennials. Thời Trang và Làm Đẹp: Nhấn mạnh vào phong cách và tính năng thân thiện với môi trường, phản ánh giá trị sống của họ. Thực Phẩm và Đồ Uống: Sản phẩm sức khỏe, dinh dưỡng và an toàn thực phẩm sẽ thu hút sự chú ý của nhóm này. Dịch Vụ Tài Chính: Cung cấp giải pháp tài chính thông minh, dễ dàng truy cập thông qua nền tảng số. Quảng Cáo và Tiếp Thị: Tận dụng các kênh số như mạng xã hội và video trực tuyến để tiếp cận nhóm này hiệu quả.
CONSUMERS & BRANDS Target Group: Millennials in Vietnam December 2022 Global Consumer Survey Target Group Report Introduction Report overview Global Consumer Survey methodology (1) Design: Online Survey, split questionnaire design This report analyses Millennials (Generation Y), which are consumers that were born between 1980 - 1994 Duration: approx 15 minutes The report offers the reader a comprehensive Language: official language(s) of each country with overview of Millennials in Vietnam: who they are; what American English offered as an alternative they like; what they think; and how to reach them It provides insights on their demographics, lifestyle, Region: 56 countries opinions, and marketing touchpoints Additionally, the report allows the reader to benchmark Millennials in Number of respondents: Vietnam (’’target group’’) against the average • 12,000+ for countries with the extended survey Vietnamese onliner, labelled as ’’all respondents’’ in • 2,000+ for the basic survey the charts Sample: Internet users, aged 18 – 64, quotas set on The report is updated regularly and is based on data gender and age from the Statista Global Consumer Survey Fieldwork: • Continuous from January to December • Countries that receive the extended survey are updated four times a year 2 Notes: (1): See the full methodology for a detailed overview of the study design Sources: Statista Global Consumer Survey as of December 2022 Millennials in Vietnam Management summary: key insights Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints 82% of all respondents are between the Being successful is a relatively 42% of Millennials state that they prefer Millennials access the internet via a ages 18 and 49 important aspect of life to Millennials digital content as it is easier to manage tablet more often than the average onliner 52% of Millennials are male Family and parenting are relatively The environment and health & social prevalent interests of Millennials security are issues of particular concern On social media, Millennials interact 37% of Millennials have a medium to Millennials with companies more often than the annual household income Many Millennials consider traveling a average onliner hobby Many Millennials have centrist political 31% of Millennials live in a megacity views 57% of Millennials remember seeing with over 5 million inhabitants advertising on TV Millennials remember seeing ads in video portals more often than the average onliner 3 Sources: Statista Global Consumer Survey as of December 2022 CHAPTER 01 Demographic profile • Life stages • Gender • Education • Income • Household classification • Type of community 82% of all respondents are between the ages 18 and 49 Demographic profile: life stages Age of consumers in Vietnam Target group 11% 69% 20% 0% All respondents 30% 32% 20% 18% 18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years 5 Notes: ’’How old are you?’’; Single Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 52% of Millennials are male Demographic profile: gender Gender of consumers in Vietnam Target group 52% 48% All respondents 52% 48% 6 Notes: ’’What is your gender?’’; Single Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Male Female Sources: Statista Global Consumer Survey as of December 2022 A relatively high share of Millennials have a college degree Demographic profile: education Consumer’s level of education in Vietnam 75% 59% 14% 12% 14% 6% 1% 2% 3% 6% 3% 3% Further Technical / Bachelor degree 1% 0% No formal Secondary education vocational or equivalent Master degree education / education (permission to education or equivalent Doctoral degree primary school go to university) or equivalent Target group All respondents 7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 37% of Millennials have a medium annual household income Demographic profile: income Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income Target group 34% 37% 29% All respondents 34% 35% 32% High Middle Low 8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; How old are you?; Single Pick; Base: n=830 Millennials, n=1796 all respondents Sources: Statista Global Consumer Survey as of December 2022 A relatively high share of Millennials live in a household of partners and children Demographic profile: household classification Type of households in which consumers in Vietnam live 59% 46% 20% 19% 18% 10% 10% 6% 2% 3% 2% 2% 1% 2% Single household Couple household Single parent Partners Multi- Two or more Other household and children generational related adults household types family Target group All respondents 9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 31% of Millennials live in a megacity with over 5 million inhabitants Demographic profile: type of community Communities where consumers live in Vietnam 36% 33% 24% 23% 31% 24% 4% 5% 6% 7% 4% Small town Medium-sized town Large city City with over 1 Megacity with over 5 2% Target group All respondents million inhabitants million inhabitants Rural community 10 Notes: ’’In what type of community do you live?’’; Single Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 Being successful is a relatively important aspect of life to Millennials Consumer lifestyle: life values Most important aspects of life for consumers in Vietnam 45% 44% 41% 43% 34% 36% 29% 30% 29% 28% 28% 29% 28% 26% 29% 27% 24% 25% 13% 13% To be Having a Making An honest A happy Learning Social Safety and Advancing Traditions my own and relationship new things justice security my career successful good time decisions respectable life All respondents Target group 12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 Family and parenting are relatively prevalent interests of Millennials Consumer lifestyle: main interests Top 10 interests of Millennials in Vietnam 43% 41% 42% 38% 37% 36% 35% 33% 35% 34% 33% 32% 32% 32% 30% 31% 32% 25% 28% 26% Health & Food & Travel Science & Finance & Sports Fashion Family & Movies, Career & fitness dining technology economy & beauty parenting TV shows education & music Target group All respondents 13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 Many Millennials consider traveling a hobby Consumer lifestyle: hobbies & leisure activities Top 10 hobbies and leisure activities of Millennials in Vietnam 41% 38% 34% 34% 34% 36% 34% 31% 33% 33% 31% 28% 28% 27% 26% 22% 25% 22% 23% 21% Traveling Doing Video Tech & Cooking Outdoor Reading Cars & Socializing Gardening sports gaming computers & baking activities vehicles and plants and fitness Target group All respondents 14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 CHAPTER 03 Consumer attitudes • Attitudes towards digital media • Challenges facing the country • Politics 15 42% of Millennials state that they prefer digital content as it is easier to manage Consumer attitudes: attitudes towards digital media Agreement with statements in Vietnam 50% 46% 44% 43% 42% 45% 36% 35% 23% 20% I want to access my It is important to me Digital services allow I prefer digital content I prefer to own hard music / movies on all my to get the best image me to discover new as it is easier to manage copies of films, and exciting content devices (TV, and sound quality books or music (e.g smartphone, tablet, etc.) DVD, CD, vinyl) Target group All respondents 16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; How old are you?; Single Pick; Base: n=477 Millennials, n=1049 all respondents Sources: Statista Global Consumer Survey as of December 2022 The environment and health & social security are issues of particular concern to Millennials Consumer attitudes: challenges facing the country The 10 most important issues facing Vietnam according to Millennials 40% 36% 38% 33% 34% 33% 33% 32% 31% 31% 30% 29% 22% 24% 22% 21% 22% 24% 19% 18% Environ- Health Economic Education Climate Rising prices Food and Crime Unemploy- Housing ment and social situation change / inflation / water ment cost of living security security Target group All respondents 17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 Many Millennials have centrist political views Consumer attitudes: politics Political attitudes of consumers in Vietnam Target group 10% 51% 29% 10% All respondents 11% 47% 33% 9% Left Center Right Prefer not to answer 18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views Where would you place yourself on a scale from left to right?’’; Single Pick; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents Sources: Statista Global Consumer Survey as of December 2022 CHAPTER 04 Marketing touchpoints • Digital advertising touchpoints • Internet usage by device • Social media usage • Non-digital advertising touchpoints • Traditional media usage Millennials remember seeing ads in video portals more often than the average onliner Marketing touchpoints: digital advertising touchpoints Top 10 places where Millennials in Vietnam have come across digital advertising in the past 4 weeks 49% 42% 44% 40% 37% 34% 34% 34% 34% 32% 32% 32% 30% 29% 29% 28% 29% 23% 21% 26% Video Social Other apps Search Video Websites Online Video Editorial Music portals media engines games and apps stores streaming websites portals of brands services and apps Target group All respondents 20 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; How old are you?; Single Pick; Base: n=965 Millennials, n= 2097 all respondents Sources: Statista Global Consumer Survey as of December 2022