A survey of 518 Vietnamese aged 16-49 found that: - 27% were regular book readers, with males preferring technology books and females preferring novels. - 32% read magazines regularly, with males aged 25-49 having the highest rate. - 16% read newspapers regularly, with youth more likely to read them at home and elders in offices. - Tuoi Tre and Thanh Nien were the most popular newspapers.

1. Your sub-title here
[Survey] Vietnamese reading customs
Lifestyle about magazine, books and newspapers

2. Survey information
• 518 Vietnamese male / female among 16-49 years old
• Conducted on Oct, 2015

3. Executive Summary
• 27% are the regular book readers
• Male likes technology books while female are more for
novels
• 32% read magazine regularly
• 16% read newspaper regularly
• Tuoi Tre (49%), Thanh Nien (34%) are popular
newspaper
• Youth read newspaper at home, while elderly tend to
read more at offices

4. Do you read books?
31%
50%
15%
5%
24%
61%
9%
5%
33%
53%
11%
2%
21%
50%
16%
14%
27%
54%
13%
6%
Regularly Occasionally Rarely Never
Male (16-24)
Female (16-24)
Male (25-49)
Female (25-49)
All
27% are the regular book readers
N=518

5. How many books have you read this year?
8%
35%
20%
14%
22%
13%
25%
22%
12%
28%
10%
51%
16%
11%
13%
21%
39%
24%
9% 8%
13%
37%
21%
12%
18%
0 books 1 - 2 books 3 - 5 books 6 -10 books More than 10
books
Male (16-24)
Female (16-24)
Male (25-49)
Female (25-49)
All
Half has read no more than 2 books in 2015
N=518

6. What kind of books do you read?
Novel
(domestic)
Novel
(internatio
nal)
Non Fiction Political History Technology Sport
Business /
Money
Cooking
Health /
Medical
Travel Literature
Study (e.g
English
study)
Male (16-24) 31% 25% 22% 13% 18% 35% 18% 13% 9% 20% 11% 10% 16%
Female (16-24) 33% 53% 20% 8% 9% 13% 7% 15% 31% 23% 14% 13% 18%
Male (25-49) 20% 27% 12% 18% 19% 42% 25% 28% 14% 26% 17% 9% 8%
Female (25-49) 40% 42% 20% 10% 14% 10% 2% 16% 35% 27% 12% 13% 6%
All 31% 37% 19% 12% 15% 25% 13% 18% 22% 24% 14% 11% 12%
Male (16-24)
Female (16-24)
Male (25-49)
Female (25-49)
All
Male is more for technology while female is more for novel
N=485 (excluding those who do not read)

7. Do you read magazines?
26% 30%
44%
27%
32%
74% 70%
56%
73%
68%
Male (16-24) Female (16-24) Male (25-49) Female (25-49) All
Yes No
32% read magazine regularly. Male 25-49 has high ratio of reading it
N=518

8. Popular magazines
Male
Female
No.1 (16%) No.2 (12%) No.3 (7%) No.4 (5%) No.5 (3%)
No.1 (8%) No.2 (5%) No.3 (5%) No.4 (4%) No.5 (4%)

9. Do you read newspapers?
14%
48%
29%
9%9%
53%
30%
8%
21%
56%
14%
8%
18%
52%
18%
12%
16%
52%
23%
9%
Regularly Occasionally Rarely Never
Male (16-24)
Female (16-24)
Male (25-49)
Female (25-49)
All
16% read newspaper regularly
N=518

10. What newspapers do you read?
49%
34%
27%
22%
17% 16% 16%
14%
11%
7%
2%
Tuoi Tre (49%), Thanh Nien (34%)
N=470 (excluding those who do not read newspapers)

11. Where do you read newspapers?
64%
31%
12% 12%
0%
8%
68%
19% 20%
12%
15%
2%
71%
30% 30%
2% 2%
5%
44%
17%
39%
0%
14%
1%
58%
27%
24%
6%
9%
3%
At home At cafe At offices At school At beauty
salons
Others
Male (16-24)
Female (16-24)
Male (25-49)
Female (25-49)
All
Youth read it at home, while elderly tend to read more at offices
N=470 (excluding those who do not read newspapers)

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