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Tet Insights 2016

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Tet insight 2016 - Research mới nhất của Nielsen

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Tet Insights 2016

  1. 1. 2016 Tet Insffghts Understanding the online behaviors of Vietnamese consumers during Lunar New Year niclscn
  2. 2. Thoughts about Tet People feel very excited when Tet comes and enjoy preparing forTet with family. They also considerTet is the only chance to spend more time with family. Total , Parents with kids Pupilelstudents White collars I feel happy and excited I really like to prepare forTet The only chance that I can spend time with family I want to do more things together with my family I like to eat home—made foods I expect more meaningful activities I am interested in Tet shows programs I Will join more outdoor activities Goods is more expensive Others
  3. 3. *» Text Message Pk‘ PM is the most common format used to communicate in Tet by 90% online users 6, ‘1- Q! "“ 1 Stickers/ Emoticons y. .-, _. ’ are used by 75% users to send to their friends lvi ES SAG I I' G , . Expectations 88% Would send new year Ask friends/ family Want more Tet stickers wishes to others to hang out
  4. 4. Messaging intentions Key | 'iiCfit ore for To: rriessagirg are sending wishes and chatting with family/ friends Total Parents with kids Pupils/ Students White collars Send New Year wishes Chat with family and friends Ask to go out Share photos Go shopping online 21 Play lucky games 15 Vote for TV shows 14 Others 7 E2 78 76 EI5 74 33 24 23 Q5 84 92 75 27 96 BC]
  5. 5. Types of message During Tet, users send messages to communicate with friends and family members the most. They mostly send stickers/ emoticons to friends I FEMMREIEWES I menus I Cuueagues Total , Parents with kids Pupils/ Students White collars Text message Voice message Video massage Stickers/ Emoticons E—cards
  6. 6. Listen to music for Get Tet feeling through entertainment music Expectations 53-Q 72% Prefer to share Tet songs Expect the app to provide with friends and others more Tet albums/ songs
  7. 7. Top music applications Zing Mp3 apo is usec the most during Tet, following by Ycutubc Zing Mp3 Youtube Nhaccuatui Nhacvuivri Nhacsonet Keengvri Pandora Spotify Others Total Parents with kids Pupils/ Students White collars V ass ‘ as ‘ an as 721 79 7o 73 33 9 as as as 24 3 39 1s 27 191 as 5 25 79 :1 9 24 4 1 15 2 1 4 1 5
  8. 8. Music application intentions Key purposes of listening to 'nusic arc to entertain and to get theTet feeling Entertainment purpose Enjoy Tet atmosphere Update Tet music Listen while traveling Share Tet songs to others Update music trend Follow music Idols Others Total Parents with kids Pupils/ Students White collars as ‘ as ‘ an as 84 as 79 37 45 53 as 34 41 2s as an 35 28 31 27 29 2a 27 :5 18 1o :2
  9. 9. Music application expectations Tet albums / Tet songs are the miost intc'es: ing contents Pupils/ students are still keen on getting the most updated songs during Tet More Tet albums Updated new songs Discounts on high quality music Song-gifting service Tet songs sharing Others Total ei 72 53 47 54 37 Parents with kids I 82 63 S3 43 as Pupils/ Students 63 65 44 52 32 White collars 83 SE 48 43 La
  10. 10. NEWS Expectations Social network sites 90% IFB. Zalo, Gcicgle+. ..I 9 News sites 70% [Zing News. VNexpress. Dantri, ..I 6 6 59* TV channels Prefer Tet-themed Want to share news interface instantly Topics 80% 66% 65% Entertainment news Tet Shopping information Traditional Tet food
  11. 11. News channels Users get almost updated news from social networ/ s than news sites Social networks IFacct: iock, Zalo Googlo+. Twit: cr] News sites IZll1gNOW5,V’IEXDlESS. Dai": ri, I TV Friends/ Relatives OnlineTV Prints Radio Others Total Parents with kids Pupils/ Students White collars so so — 93 as 73 75 so 75 as 77 e1 72 21 53 :1 49 43 as <1 45 2s 34 29 29 :5 14 2 14 3 2 71 2
  12. 12. Types of news Entertainment news is sought after the most, following by food/ tradition information Entertainment Tet shopping Tet foodl tradition Local restaurants Tet fashion Promotions/ Offers Domestic/ Oversea travels Volunteer activities Others Total Parents with kids Pupils/ Students White collars an ‘ a4 77 an 55 75 57 73 as so as 57 57 as 55 :1 so as 54 51 53 45 as 43 49 33 45 23 27 23 24 5 2 13 5
  13. 13. VI DE0/Cl-I PS I Expectations 0 ‘ “ 9 o I ass) 55%) E E Expect to update Tet Like nice E: user-friendly contents interface Topics Tet comedies Videos aboutTet spirits Tet traditional activities 8 food
  14. 14. Online video/ clips applications Youtube is st‘ l the most preferred app for onli'ic video/ clips Zing TV takes iho 2nt; posit on. with preference among female audiences. Total Parents with kids Pupils/ Students White collars youmbe 93 ‘ 93 V. 94 ‘ 92 Facebook 48 50 49 49 Zing TV :3 47 43 45 24h Video :5 22 7 1s FPT P|5/ :3 17 10 14 HDViet :1 18 a :3 Vietnam TV 8 15 4 13 MyTV Net 7 :2 3 9 BongNgo 3 E3 2 4 Others 8 8 :1 5
  15. 15. Types of video/ clips Users preferTet comedies. following behind is video of Tat spirits. Among pupi| s/ students. they also love ehortTet movies during this festive season. Total , Parents with kids Pupilslstudante Whita collars Tat comedies Tet spirit Tet tradition] foods Family bonding Short Tet movies Tet music shows Live streaming/ liveshow Foreign films/ songs Tet programs in other countries Tet promotions/ offers Others
  16. 16. iliiiiiiiii ' ' 77% use multiscreen while using their 5 .71 6 Q % smartphone hrs/ day O I C I I O O O U I I I I I I I I usage time “Feel happy and excited Smartphone more 79% text to friends whilst watching [m0b| Ie/ tamer/ DC] aboutTet! " Ofterl ln Tet favourite programs on other screens “V5 42% use Tablet PARENTS WITH KIDS m°“e"'"Te‘ Messaging Music News Video C'1al Q ollen during Tat listen to msii: from ° get news pieces from so: al networks view videos via B 84% 85% 90% use I: often during Tel listen to T'lJSlC from u Warii mare en§gr[aInrnen| rgws prefer Tel corr-edies 86% 79% T will send lew year Wl5'ieS to others use ior entertainiiient purposes pVEiBl’TEi—l’El'VlEd | '7|9VlECE & news s'iaring function ‘i*<ETe1|| 'lSDiied VISEDS T 88% T share pictures when messaging use for for Tat amaspiieie 73% 84% Send Video message to Family want to listen to more Tel alcurrisl songs E256
  17. 17. 60% use multiscreen alongside their smartphones 8 out of 10 texts whilst watching favourite programs on other screens Messaging use ° often during Tet 88% use I: often during Tel 81% will send New year wishes to others 92% text family & friends to hang out 81% will send Stickers! emoticons to friends E!1% often use Group Chat with lnend 60% 4.93 hrs/ day usage time [mobile/ tablet/ pol l “Feel happy and excited 69% about Tet! " PUPILS/ STUDENTS Music use ° for their music entoymerit 90% iar eiieee from Q 45% for entertainment purpuses 90% prefer to get the latest updaied/ hot songs 66% News get news pieces from social platforms 93% want more entertainment news 37% use Smartphone more often in Tet 17% use Tablet more often in Tet Video view videos via 9 view videos via a prefer Tet comedies 35% like shortTet films 80%
  18. 18. C O O O O O 0 if if I ‘I I if if ' 71% use multiscreen alongside their smartphones 230% text to friends whilst watching favourite programs on other screens Messaging chat G often during Tet 82% use I: often during Tel 87% will send New year wishes to others 96% chat with fnendsl relatives 80% send stickers to colleagues send E—cards to business partners 37% 5.82 hrs/ day usage time [rnobiie/ tablet/ pol ‘K “Feel happy and excited about Tet! " I 68% 58% use Smartphone more often in Tet 36% use Tablet more often in Tet WHITE COLLARS Music listen to music from ° 35% listen to music frcim u 73% use tor entertainment purposes 88% want to listen to more Tet albums/ songs 8 D96 Video get news pieces from SDDIEI networks VIEW VIGEOS Via D 93% 9 want news about entertainment news DFEVBYTEI COWEUIES 80% B196 prefer news»snanng function ‘Ike T91 INSDWEU VWEOS 68% News i
  19. 19. Types of wanted advertisements Meaningful Ads, express | ife/ family values, are the most favorite in Tet. Total , Parents with kids Meaningful stories lfamily. life, tradition. ..] 55 59 Funny commercials 62 62 Tet's fine cuisine 59 62 Short ads, useful information 57 58 Nice music/ theme song 47 48 Precious Tet activities lplanting, 40 42 worshipingm] Tet travels 39 39 Promotion goods 36 38 Pupilslstudants 69 B2 55 55 4B 45 41 59 White collars BB 45 35 3B 33
  20. 20. Total [n-1000] Parent with kids [n-200] Pupils/ Students In -400] White Collars In =400l Parents with kids have the high« est increase in usage smart- phone during Tet [6796] SAMPLE SUMMARY Male/ Female Age Group Mothly household income 15 _ 24 [456] 51% above 15 M VND 35'45[‘"%] 6% be| ow45 MVND 37% below 3 M VND 38% from 3 — 7.49 M VND 50/50 5'24 17% 75-14 99 MVND 11% above 15 M VND 25 _ 34 Um 519:r2% at; %VE1:gA9Vli': E)/ ND rom . — . 47/53 35 — 45 (29%) 25% from 35-749 MVND Key summary points People in three groups enjoy messaging while watching TV. Parents with young kids use mu| ti—screens the most [7796] compared to Pupils/ Students [6196] E: White Collars [71%] 73% want Meaningful Ads during Tet. Funny commercials is also in demand with 70%
  21. 21. KEY SUM MARY POINT Facebook E: Zalo share the 1st place as the most popular messaging apps with 84% each Zalo is most used by people from 25 — 34 years old, Group age of 35 ~ 45 or group of monthly household income above 15 M is the group send text to shop online the most They also enjoy Tet shopping information. while the younger [15 — 24] prefer more Tet stickers/ emoticons in messaging apps Social network is widely used as source of news during Tet Tet Shopping info E: Entertainment news are in high demand News channels such as TV. Online Newspaper/ Magazines, and Live Streaming are used mostly by older age group [35 ~ 45] Tet shopping promotions are highly demanded by older age group while younger age group likes entertainment news. Zing Mp3 is the most used music apps and Youtube is closely followed during Tet People prefer more Tet album for entertainment purposes 8 Tet atmosphere feeling. The older age group [35 — 45] intends to use online music apps such as nhacso E: nhacvui. Youtube is the most favorite app for watching Video/ Clip Tet-themed comedies B spirits topics are the main entertaining demand in Tet Parents with kids 8 White Collars use ZingTV 8 24hVideo while Pupils/ Students choose Youtube Er Facebook.

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