Generation Z in Vietnam

CONSUMERS & BRANDS

Target Group: Gen Z /
Generation Z 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 Gen Z (Generation Z), which are
consumers that were born between 1995 - 2012. Duration: approx. 15 minutes

The report offers the reader a comprehensive Language: official language(s) of each country with
overview of Gen Z / Generation Z in Vietnam: who they American English offered as an alternative
are; what they like; what they think; and how to reach
them. It provides insights on their demographics, Region: 56 countries
lifestyle, opinions, and marketing touchpoints.
Additionally, the report allows the reader to Number of respondents:
benchmark Gen Z / Generation Z in Vietnam (’’target • 12,000+ for countries with the extended survey
group’’) against the average Vietnamese onliner,
labelled as ’’all respondents’’ in the charts. (including Germany)
• 2,000+ for the basic survey
The report is updated regularly and is based on data
from the Statista Global Consumer Survey. Sample: Internet users, aged 18 – 64, quotas set on
gender and age

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

Gen Z / Generation Z in Vietnam

Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

30% of all respondents are between the Having a good time and making own 61% of Gen Z / Generation Z state that Gen Z / Generation Z access the internet
ages 18 and 29. decisions is relatively important to Gen they want to access their media on all via a desktop PC less often than the
Z / Generation Z. their devices. average onliner.
52% of Gen Z / Generation Z are male.
Movies, TV shows and music are A relatively high share of Gen Z / Gen Z / Generation Z tend to send
More than half of Gen Z / Generation Z relatively prevalent interests of Gen Z / Generation Z think that unemployment private messages more often thanthe
have a low annual household income. Generation Z. is an issue that needs to be addressed. average onliner.

Gen Z / Generation Z are more likely to Gen Z / Generation Z are more likely to 14% of Gen Z / Generation Z have more Gen Z / Generation Z remember seeing
live in small towns and rural have video gaming as a hobby than the left leaning political views. ads in the movies/cinema more often
communities than the average onliner. average onliner. than the average onliner.

Gen Z / Generation Z 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

30% of all respondents are between the ages 18 and 29

Demographic profile: life stages

Age of consumers in Vietnam

Target group 100% 0%

0%
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=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

52% of Gen Z / Generation Z are male

Demographic profile: gender

Gender of consumers in Vietnam

Target group 52% 48%

All respondents 52% 48%
Male Female

6 Notes: ’’What is your gender?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

30% of Gen Z / Generation Z have a further education

Demographic profile: education

Consumer’s level of education in Vietnam

59%
54%

30%

14% 14%

4% 6% 7% 4% 3%

1% 2% Secondary Further Technical / Bachelor degree Master degree 0% 0%
education education vocational or equivalent or equivalent
No formal (permission to education Doctoral degree
education / go to university) or equivalent
primary school

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=518 Gen Z / Generation Z, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

More than half of Gen Z / Generation Z have a low 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 22% 24% 54%

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=414 Gen Z / Generation Z,
n=1796 all respondents

Sources: Statista Global Consumer Survey as of December 2022

A relatively high share of Gen Z / Generation Z live in a household of two or

more related adults

Demographic profile: household classification

Type of households in which consumers in Vietnam live​
55%

46%

18% 18% 19%

9% 10% 7% 7%
3% 3% 2% 2% 2%

Single household Couple Single parent Partners Multi- Two or more Other
household 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=518 Gen Z / Generation Z, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

Gen Z / Generation Z are more likely to live in small towns and rural
communities than the average onliner

Demographic profile: type of community

Communities where consumers live in Vietnam

36% 32%
26% 24%

23%
17%

10% 9%
5% 7%

5% 4%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
Target group All respondents million inhabitants million inhabitants

10 Notes: ’’In what type of community do you live?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 02

Consumer lifestyle

• Life values
• Main interests
• Hobbies & leisure activities

Having a good time and making own decisions is relatively important to Gen Z /
Generation Z

Consumer lifestyle: life values

Most important aspects of life for consumers in Vietnam

49% 47% 40%
43% 41% 36%

32% 29% 28% 30% 29% 26%
29% 26% 22% 22%

25% 25%

13%
7%

To be Having a Making Learning A happy An honest Advancing Safety and Social Traditions
my own security justice
successful good time decisions new things relationship and my career

respectable

life

Target group All respondents

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=518 Gen Z / Generation Z, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

Movies, TV shows and music are relatively prevalent interests of Gen Z /
Generation Z

Consumer lifestyle: main interests

Top 10 interests of Gen Z / Generation Z in Vietnam

51% 48% 48% 45% 43% 42% 40%
42% 35% 32% 31% 32% 38% 33%

34% 33% 29%
30% 23% 25%

Food & Science & Movies, Fashion Finance & Health & Travel Sports Gaming & Politics &
dining technology TV shows & beauty economy fitness eSports society
& music
and current
world
events

Target group All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

Gen Z / Generation Z are more likely to have video gaming as a hobby than the
average onliner

Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of Gen Z / Generation Z in Vietnam
53%

42% 41%

34% 36% 34% 38% 37% 35% 33%
31%
27% 28% 28%

24% 22% 24% 21%
19% 17%

Video Tech & Traveling Reading Doing Cooking Pets Cars & Outdoor Photography
vehicles activities
gaming computers sports & baking

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=518 Gen Z / Generation Z, 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

61% of Gen Z / Generation Z state that they want to access their media on all
their devices

Consumer attitudes: attitudes towards digital media

Agreement with statements in Vietnam
61% 58%

45% 44% 43%
36%
40%
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=269 Gen Z / Generation Z, n=1049 all respondents
Sources: Statista Global Consumer Survey as of December 2022

A relatively high share of Gen Z / Generation Z think that unemployment is an
issue that needs to be addressed

Consumer attitudes: challenges facing the country

The 10 most important issues facing Vietnam according to Gen Z / Generation Z

47% 43% 41% 38% 36% 36%
38% 33% 33% 29% 31% 30%

35% 29% 26% 24% 23%
24% 21% 19%

Environ- Education Health Rising prices Economic Climate Unemploy- Crime Food and Poverty
ment and social / inflation / situation change ment water
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=518 Gen Z / Generation Z, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022

14% of Gen Z / Generation Z have more left leaning political views

Consumer attitudes: politics

Political attitudes of consumers in Vietnam

Target group 14% 44% 26% 17%

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=518
Gen Z / Generation Z, 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

Gen Z / Generation Z remember seeing ads in video portals more often than
the average onliner

Marketing touchpoints: digital advertising touchpoints

Top 10 places where Gen Z / Generation Z in Vietnam have come across digital advertising in the past 4 weeks

57% 50%
44% 40%

38% 38% 36% 32% 29% 32% 29%
30% 32% 32%

28% 28% 28% 26%

26% 22%

Video Social Video Search Other apps Online Websites Video Editorial Blogs/
portals media games engines stores and apps streaming websites forums
services and apps
of brands
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=518 Gen Z / Generation Z, n= 2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022