Tet insights 2016 Tổng các chiến lược quảng cáo cho dịp tết

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Understanding the online behaviors of Vietnamese
consumers during Lunar New Year

Lua Viet Media - IMC Agency

Email:
Phone: 09.32.650.066

nielsen
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Thoughts about Tet
People feel very excited when Tet comes and enjoy preparing forTet with family. They also consider Tet is the only
chance to spend more time with family.
Total

•
68

I feel happy and excited
I really like to prepare forTet

59

I want to do more things together
with my family

57

I like to eat home-made foods

58
48

I will join more outdoor activities

36

Goods is more expensive

25
2

•

55

61

56

57

45

43

36

39

41

36

38

39

32

5

59

48

42

39

68

62

62

40

I am interested in Tet shows
programs

White collars

69

62

47

I expect more meaningful activities

Pupils/Students

69

62

The only chance that I can spend
time with family

Others

Parents with kids

33

20

8

26
3


Text Message
is the most common format used to communicate
Tet by 90%online users

in

Stickers/ Emoticons
are used by 75% users to send to their friends

MESSAGING
Expectations

92%
Would send new year
wishes to others

72%
Ask friends/family
to hang out

88%
Want more Tet stickers

Messaging intentions
Key intentions forTet messaging are sending wishes and chatting with family/friends

Total

Send New Year wishes

•

Parents with kids

Pupils/Students

White collars

83

Chat with family and friends

84

80

Ask to go out

74

71

Share photos

73

67

Go shopping

online

27

33

Play lucky games

24

18

Vote for TV shows

23

16

Others

6

6

Types of message
During Tet. users send messages to communicate with friends and familymembers the most.
They mostly send stickers/emoticonsto friends

Total

Text message

Voice message

Video message

Stickers/Emoticons

E-cards

• Family/Relatives

•

Parents with kids

Pupils/Students

• Friends

White collars

• Colleagues


88%

74%

Listen to music for
entertainment

Get Tet feeling through
music

Expectations

a

33%

72%

Prefer to share Tet songs
with friends and others

Expect the app to provide
more Tet albums/ songs


Top music applications
Zing Mp3 app is used the most during Tet. following by Youtube

Total

•

Parents with kids

866

Zing Mp3

Pupils/Students

White collars

90

85

85

Youtube
Nhaccuatui

539

Nhacvui.vn

24.3

Nhacso.net
Keeng.vn

19.1

79

4

Pandora

2.4

Spotify

15

2

Others

4

1

•

l

3

1

1
6

3


Music application intentions
Key purposes of listening to music are to entertain and to get the Tet feeling

Total

•

Parents with kids

0a

Entertainment purpose

Pupils/Students

White collars

90

88

88

EnjoyTet atmosphere
Update Tet music
Listen while traveling
Share Tet songs to others
Update music trend
Follow music Idols
Others

1

2

•

3

1


Music application expectations
Tet albums /Tet songs are the most interesting contents.

Pupils/students

are still keen on getting the most updated songs during Tet.

Total

More Tet albums

•

Parents with kids

72

Pupils/Students

White collars

82

Updated new songs

80

66

Discounts on high quality music
Song-gifting

service

Tel songs sharing
Others

3

•

3


Expectations

NEWS
Social network sites
[FB. Zalo. Google+ ..l
News sites
[Zing News. VNexpress. Oantn .. .l

68%

65%

62%

Prefer Tet-themed
interface

Want to share news
instantly

TV channels

Topics

80%

66%

65%

Entertainment news

Tet Shopping intorrnatron

Traortional Tet food


News channels
Users get almost updated news from social networks than news sites

Total

Social networks

•

Parents with kids

White collars

90

(Facebook. Zaic. Google+. Twitter]

News sites

(ZingNews. VnExpress. Dantri .... )

TV
Friends/Relatives

75

60

77

61

76

72

49

53

Online TV

59

Prints

20

2

29
14

12

14

3

46

51

34

Radio
Others

Pupils/Students

3

2


Types of news
Entertainmentnews is sought after the most. following by food/traditioninformation

Total

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Parents with kids

White collars

84

80

Entertainment

Pupils/Students

Tet shopping
Tet food/ tradition

60

Local restaurants

57

Tet fashion

51

Promotions/Offers
Domestic/Oversea travels

57
60

58

46

45

58

51

56

54
56

40

49

30

46

Volunteer activities

23

27

20

24

Others

6

2

IlO

3


VIDEO/CLIPS

Expectations

0
0
G

63%

55%

Expect to update Tet
contents

Like nice E:t user-friendly
interface

Topics
83%

71%

64%

Tet comedies

Videos about Tet spirits

Tet traditional actrvities 8
food


Online video/clips applications
Youtube is still the most preferred app for online video/clips.
Zing TV takes the 2nd position. with preference among female audiences.
Total

•

Parents with kids

Face book

White collars

94

93

93

Youtube

Pupils/Students

92

50

Zing TV

49

47

24hVideo

45

22

16

FPTPlay

17

14

HDViet

16

13

Vietnam TV

15

MyTVNet
Bong Ngo
Others

12

3

6
8

8

•

4

10

3

9

2

4

]]

6


Types of video/clips
Users prefer Tet comedies. following behind is video of Tet spirits.
Among pupils/ students. they also love shortTet movies during this festive season.
Total

•

Parents with kids

Pupils/Students

84

83

Tet comedies

Tet spirit

85

81

75

79

Tet tradition/ foods

71

Family bonding

68

Short Tet movies

56

33

Tet programs in other countries

34

Tet promotions/offers

32
4

1

56

50

42

Foreign films/songs

63

60

63

Live streaming/liveshow

68

52

59

Tet music shows

Others

White collars

59
34

29

31

24

29

26
5

3


..
11%

tttttii.

5.71

Tl% use multiscreen while using their
smartphone

69%

hrs/day

•
"Feel happy and excited
about Tet!'

usage time
79% text to friends whilst watching
favourite programs on other screens

67%use
Smartphone more
often in Tet

[mobile/tablet/pc]

42% use Tablet
more often in Tet

-'~·

PARENTS WITH KIDS
Messaging
chat

use

0

Music

often dunng Tet

C"':. often during

Tet

hsten to music from

hsten to music from

News

Video

e

get news pieces from social networks

view videos via

a

want more entertainment news

preferTet comedies

preferTet-therned interface & news-sharing function

like Tel inspired videos

will send New year wishes to others

use for entertainment purposes

share pictures when messaging

use for for Tet atmosphere

send Video message to Family

want to listen to more Tet albums/ songs

82%

a


..
11%

•

iiitii

4.93

60% use multiscreen alongside their
smartphones

•

69%

hrs/day

•
"Feel happy and excited
about Tet!'

usage time
8 out of 10 texts whilst watching
favourite programs on other screens

37%use
Smartphone more
often in Tet

[mobile/tablet/pc]

••

17% use Tablet more
often in Tet

PUPILS/STUDENTS
Messaging
use

0

use

C"':. often during

Music

often during Tet

Tet

use

G) for their music enjoyment

far ahead from

a

News

Video

get news pieces from social platforms

view videos via

f)

want more entertainment news

view videos via

a

81%
will send New year wishes to others

for entertainment purposes

preferTet comedies

90%
text family & friends to hang out

81%
will send stickers/ emoticons to friends

81%
often use Group Chat with friend

prefer to get the latest updated/ hot songs

hke short Tet films


..
1196
71% use multiscreen
smartphones

5.82

alongside their

68%

hrs/day

•
usage time
80% text to friends whilst watching
favourite programs on other screens

58%use
Smartphone more
often in Tet

"Feel happy and excited
about Tet!"

[mobile/tablet/pc]

36% use Tablet
more often in Tet

WHITE COLLARS
Messaging
chat

0

often during Tet

Music
listen to music from

82%
use

C"':. often during Tet

87%
will send New year wishes to others

96%
chat with friends/ relatives

80%
send stickers to colleagues

54%
send E-cards to business partners

37%

listen to music from

e
a

73%
use tor entertainment purposes

88%
want to listen to more Tet albums/songs

80%

News

Video

get news pieces from social networkS

view videos via

a

93%
want news about entertainment news

preterTet comedies

80%
prefer news-sharing function

like Tet inspired videos


Types of wanted advertisements
Meaningful Ads. express life/ family values. are the most favorite in Tet.

Total

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68

Meaningful stories [family, life. tradition .. .)
Funny commercials

59

Short ads. useful information

57

Nice music/theme song

40

Tet travels

39
36

White collars

69

62

68

62

62

48

59

55

61

56

57

58

47

Precious Tet activities (planting.
worshiping .. .)

Pupils/Students

69

62

Tet's fine cuisine

Promotion goods

Parents with kids

48

45

43

36

39

41

36

38

39

42

33


SAMPLE SUMMARY
Total (n=lOOO)

Parent with kids
[n=200)

Pupils/Students
(n=400)

White Collars
[n=400)

Male/Female

Age Group

Mothly household income

48/52

15-24 (4%)
25-34 (54%)
35-45 (41%)

51% above 15 M VNO
32% from 75 -14.99 M VND
ll% from 4.5- 7.5 M VND
6% below 4.5 M VND

15-24

37% below 3 M VND
36% from 3 - 749 M VND
17% 7.5 -14.99 M VND
ll% above 15 M VNO

50/50

25-34 (71%)
47/53

35-45 (29%)

42% above 15 M VND
31% from 75 -14 99 M VND
25% from 3.5 - 7.49 M VND

Key summary points
People in three groups enjoy

messaging while watching TV.

Parents with kids have the highest increase in usage smartphone during Tet (67%)

73% want Meaningful Ads during
Tet. Funny commercials is also in
demand with 70010

Parents with young kids use
multi-screens the most (77%)
compared to Pupils/Students (61%) &
White Collars (71%)


KEY SUMMARY POINT
Facebook & Zalo share the 1st place as the most
popular messaging apps with 84% each.

Zing Mp3 is the most used music apps and Youtube 1s
closely followed during Tet.

Zalo is most used by people from 25 - 34 years old.

People prefer more Tet album for entertainment
purposes & Tet atmosphere feeling.

Group age of 35 - 45 or group of monthly household
income above 15 M rs the group send text to shop
online the most. They also enjoy Tet shopping
information. while the younger (15 - 24) prefer more Tet

sticksrs/arnoticons in messaging apps.

-a.......... -..... -- a

.....
.....
.....

Social network
during Tet.

rs widely used as source of news

The older age group [35 - 45) intends to use online
music apps such as nhacso & nhacvui.

Youtube is the most favorite
Video/Clip.

app

for watching

Tet Shopping info & Entertainment news are in high
demand.

Tet-themed comedies & spirits topics are the main
entertaining demand in Tet.

News

channels
such
TV,
Online
as
Newspaper/Magazines. and Live Streaming are used
mostly by older age group (35 - 45).

Parents with kids & White Collars use ZingTV &
24hVideo while Pupils/Students choose Youtube &
Face book.

Tet shopping promotions are highly demanded by
older age group while younger age group likes
entertainment news.