Millennials in Vietnam

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

CHAPTER 02

Consumer lifestyle

• Life values
• Main interests
• Hobbies & leisure activities

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