This online and mobile-first report is researched on 752,057 online community members around Vietnam. The data is also weighted based on the online population in 2017 and was done by Decision Lab, one of my favorite researching company in Vietnam. Quick preview for you: • Approximately 70% still watch traditional television, however, 88% of those are likely to be doing something else at the same time! • They spend approximately 10.6 hours per day engaging with online content, more than any other previous generation. • According to a report by Forbes, the average attention span of this generation is a meager 8 seconds, 4 seconds shorter than Millenials before them. • Gen Zers are the most likely to be consuming online video. Across all generations, online video is extremely popular, with 99% of all those who use the internet reporting watching it. Internet penetration amongst Gen Z was reported at 90%, higher than millenials at 78% and dwarfing 45 and overs at only 28%. Quality resource: https://www.decisionlab.co/blog/yes-the-internet-is-redefining-gen-zs-tv-habits

1. Gen Z’s video habits
A P E E K I N T O T H E F U T U R E

2. Introduction
W H O A R E T H E Y A N D W H A T D O T H E Y
W A N T ?

3. 14.4mil
POPULATION
1. Tech-savvy & trend
setting
2. Currently or about to
enter the labor force
Two facts you need to know about Vietnam’s ‘Gen Z’ :
Gen Z is the new black

4. Bachelor’s degree
Master’s degree
Laptop
Internet
Smartphone
My vehicle
(car/motorbike)
Shopping mall
Facebook
Travelling &
holiday trips
Clothes that express
my identity
TV in general
Data plan …
Desktop
Tablet
Digital camera
Fast food
Not necessary
Nice to have
Cannot live
without!
Gen Z’s listed the Internet, a
bachelor’s degree, their vehicle
and clothes that express their
identity as ‘must-have’ items.
The Internet is
the one thing
they can’t live
without
Source: Decision Lab’s Genzilla Study, 2015

5. How is the Internet
(re)defining Gen Z’s video
habits?

6. 752,057
ONLINE VIETNAMESE
COMMUNITY MEMBERS
1,945
SAMPLE ACHIEVED
But first: our research methodology
ONLINE INTERVIEW
MOBILE-FIRST SURVEY
TRUSTED SOURCES

7. Data is weighted based on the online population in
2017
Source: Decision Lab online population study 2017
53%
47%
31%
16-24 y/o
28%
25-34 y/o
19%
35-44 y/o
22%
45+ y/o

8. 5 Facts
about Gen Z’s
video habits

9. FACT NO.1
More than
50% of Gen Z
watches
traditional TV

10. 70% of Gen Z still watches traditional TV and also
use a smart TV to stream videos
Video streaming on smart TVTraditional TV
70%
30%
Yes No
Q: Do you watch traditional TV?
The majority of Generation Z still
watches traditional TV and in
similar proportions use their smart
TVs to stream online videos eg.
Netflix/YouTube
One reason behind this could be
that most of Vietnam’s Gen Z’s are
still living with their parents and
watching TV together remains a
family activity.
Q: Do you watch non-traditional TV? Eg. Netflix/You Tube
77%
23%
Yes No

11. However, watching TV is not the only thing they do
Frequency of multi-taskingMulti-tasking when watching TV
88%
12%
Yes No
Q: Do you do other tasks while watching TV?
Although the majority of
Generation Z still watches
traditional TV, it’s unlikely that they
are even paying attention to what is
on the screen. 88% said that they
multi-tasked while watching TV,
with 71% of them saying they did
so ‘frequently’ or ‘always.’
Q: How often do you do other tasks while watching TV?
19%
52%
17%
0%
10%
20%
30%
40%
50%
60%
Always Frequently Occasionally

12. FACT NO.2
Gen Z’s
overall TV
viewing time
is declining

13. • Perceived TV viewing time compared to last year
50%
22% 21%
7%
62%
14%
16%
8%
0%
10%
20%
30%
40%
50%
60%
70%
Less than last year Same as last year More than last year Don't know/Can't tell
All generations
Gen Z
Video watching trends
Perceived TV viewing time is declining across all
generations, but more significantly in Gen Z
Across all generations 50% of
respondents reported watching less
TV this year than last.
This put Generation Z above the
average with 62% reporting less TV
viewing this year than last. Only
14% of said they watched the same
amount this year as last. 16% said
they watched more and 8%
couldn’t recall.
Q: Have you seen less traditional TV this year compared to last year?

14. • TV viewing time in minutes
230.1
265.9
215.8
197.1
172.1
163.5 158.6 153.8 148.5
0
50
100
150
200
250
300
2010 2011 2012 2013 2014 2015 2016* 2017* 2018*
TV viewing time (mins)
TV viewing time is in decline everywhere
According to Zenith Optimedia in
2016, the overall decline in time
spent watching TV began in 2011.
This was predicted to continue until
now. However, the rate of decline
was expected to slow down over
time.
Source: Media Consumption Forecast, Zenith Optimedia 2016.

15. • Consideration to cancel one’s TV subscription(s)
67%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Will consider to cancel Will not consider to cancel
Consideration to cancel one’s TV subscription(s)
The majority of Gen Z would consider cancelling
their TV subscriptions
In addition to a decline in TV
viewing time, a large part of Gen Z
(67%) reported that they would
consider cancelling their TV
subscriptions in the near future.
Q: Would you consider terminating one or more of your TV subscriptions in the near future?

16. FACT NO.3
You are more
likely to interrupt
Gen Z’s watching
online videos
than other
generations

17. 89%
77%
47%
27%
90%
78%
48%
28%
0%
20%
40%
60%
80%
100%
Gen Z Millennials 35-44 y/o 45+
Online Video
Penetration
Internet penetration
% of internet and online video penetration by generation
Higher Internet penetration = higher online video penetration
Greater access has created a directly proportionate relationship across each age group.
Internet users
love video!
Across each age group, the
penetration of online video
correlates directly to internet
penetration.
Unsurprisingly, this is highest in
Generation Z at 89% and lowest
among people who are 45 or older,
down to 27%.

18. • % of audiences who have Internet access and watch online videos
99% 99% 98% 97%
0%
20%
40%
60%
80%
100%
120%
Gen Z Millennials 35-44 y/o 45+
% of audiences who have Internet access and watch online videos
Just to confirm, online video is king!
As per the previous slide, across all
age groups there is a directly
proportionate relationship between
having access to the internet and
accessing online video. It seems we
can’t get enough of it!

19. • 100% reach is equivalent to 10,148,329 females 25-45 years old
0%
20%
40%
60%
80%
0 20,000,000 40,000,000 60,000,000 80,000,000 100,000,000
REACH
N U M B E R O F I M P R E S S I O N S
100% reach is equivalent to 10,148,329 females 25-45 years old
The reach of online videos continues to grow…
2017 saw a significant lift in the
reach of digital campaigns. This is
caused by not only the increasing
number of people watching online
videos, but also the greater ability
of online video platforms to target
the right audiences.
Data from 119 campaigns targeting F25-45 in the market tracked by AudienceReport
2017
2016
Δ: 18%
47%
29%

20. FACT NO.4
It is harder to
engage Gen Z
with online
adverts than
other generations

21. • When there is an advertisement in a video clip, do you watch the advertisement to the end?
13%
29%
53%
16%
33%
48%
16%
43%
39%
18%
48%
35%
0%
10%
20%
30%
40%
50%
60%
Yes, always Yes, if relevant No, I close it ASAP
Gen Z
Millennials
35-44 y/o
45+
% of Internet users who watch online ads
Although the majority of
Generation Z report watching
online videos, more than half of
them close ads as soon as they see
them.
On the other hand, older users are
more likely to engage with ad,
especially when they deem them to
be relevant.
53% of Gen Z
users will close
your ad ASAP

22. Generation Z have short attention spans
Kiss me quick or not at all!
• Source: 5 D​ifferences ​Between ​Marketing ​To​ M​illennials V​s​. ​Gen Z, Forbes 2017
Millennials:
12 SECONDS
Gen Z:
8 SECONDS
Source: 5 D​ifferences ​Between ​Marketing ​To​ M​illennials V​s​. ​Gen Z, Forbes 2017
In addition to closing ads as soon
as possible, Gen Z possesses an
attention span 4 seconds shorter
than Millennial’s.
As a result, advertisers need to
work much harder to engage them
in their campaigns.

23. FACT NO.5
More than 25% of
Gen Z Internet
users watch
online videos on a
computer

24. - More than half of Gen Z reported mobile as the primary device to watch online videos on.
- Contrary to the belief that personal computers have lost relevance amongst Gen Z, 44% of respondents chose it as as the device they primarily use to watch video clips online.
52%
44%
2% 1%
0%
10%
20%
30%
40%
50%
60%
Mobile phone Desktop/Laptop Tablet TV
Q: On what device(s) do you usually watch video clips online?
Desktop and laptop devices are still relevant
More than half of Gen Z reported
mobile as the primary device to
watch online videos on.
Contrary to the belief that personal
computers have lost relevance
amongst Gen Z, 44% of
respondents chose it as as the
device they primarily use to watch
video clips online.

25. 25
Summary of Findings
Genz, They still watch traditional TV, however,
they spends less time with it than previously AND
are significantly more distracted
They are now easier to reach online, especially via
video platforms, but are much harder to engage
Can be reached on both personal computers
and mobile

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