Báo cáo Vacation Home Bookers in Vietnam từ Global Consumer Survey 2022 cung cấp một cái nhìn toàn diện về nhóm khách hàng đặt phòng nghỉ dưỡng ở Việt Nam. Dưới đây là tóm tắt và góc nhìn riêng về cách áp dụng kết quả này trong hoạt động marketing và truyền thông. TÓM TẮT BÁO CÁO Đặc điểm Dân Số: Nhóm khách hàng này chủ yếu là người trẻ (42% trong độ tuổi 1829), với phần lớn là nữ (57%). Thu Nhập và Lối Sống: Họ có thu nhập hộ gia đình cao và sống ở các thành phố lớn (33% sống ở megacity). Sự quan tâm đến sự nghiệp và tài chính là điểm nổi bật. Quan Điểm và Sở Thích: Họ coi trọng sự tự do cá nhân, sự thành công trong sự nghiệp, và có xu hướng quan tâm đến các vấn đề như biến đổi khí hậu. Hành Vi Đặt Phòng: Có xu hướng đặt phòng một cách tự phát qua smartphone (46%). Tiếp Xúc với Quảng Cáo: Nhóm này thường xuyên tiếp xúc với quảng cáo trực tuyến trên các trang web và ứng dụng, cũng như quảng cáo không trực tuyến tại rạp chiếu phim.
Trang 1Target Group: Vacation home bookers in Vietnam
December 2022
CONSUMERS & BRANDS
Trang 2Report overview Global Consumer Survey methodology(1)
Design: Online Survey, split questionnaire design Duration: approx 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries Number of respondents:
Sample: Internet users, aged 18 – 64, quotas set on
gender and age
Fieldwork:
updated four times a year
2
Introduction
Global Consumer Survey Target Group Report
Notes: (1): See the full methodologyfor a detailed overview of the study design
Sources: Statista Global Consumer Survey as of
This report analyses consumers that answered
’’Vacation apartment/house booker’’ to the multi-pick question ’’Which of these travel products have you booked in the past 12 months?’’
The report offers the reader a comprehensive overview of vacation home bookers in Vietnam: who they are; what they like; what they think; and how to reach them It provides insights on their
demographics, lifestyle, opinions, and marketing touchpoints Additionally, the report allows the reader
to benchmark vacation home bookers in Vietnam (’’target group’’) against the average Vietnamese onliner, labelled as ’’all respondents’’ in the charts
The report is updated regularly and is based on data from the Statista Global Consumer Survey
December 2022
Trang 3Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints
3
Management summary: key insights
Vacation home bookers in Vietnam
Sources: Statista Global Consumer Survey as of
Vacation home bookers tend to be
younger, 42% are between the ages 18
and 29
57% of vacation home bookers are
female
Many vacation home bookers have a
high annual household income
33% of vacation home bookers live in a
megacity with over 5 million inhabitants
Career advancement has more importance to vacation home bookers than to the average onliner
Finance and economy are relatively prevalent interests of vacation home bookers
Vacation home bookers are more likely
to have traveling as a hobby than the average onliner
46% of vacation home bookers state that they book spontaneously via their smartphone when traveling
A relatively high share of vacation home bookers think that climate change is an issue that needs to be addressed
Many vacation home bookers have centrist political views
Vacation home bookers access the internet via a regular laptop more often than the average onliner
On social media, vacation home bookers interact with companies more often than the average onliner
Vacation home bookers remember seeing ads in the movies/cinema more often than the average onliner
Vacation home bookers remember seeing ads on websites and apps of brands and products more often than the average onliner
December 2022
Trang 5Age of consumers in Vietnam
5
Demographic profile: life stages
Vacation home bookers tend to be younger, 42% are between the ages 18 and 29
Notes: ’’How old are you?’’; Single Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
Trang 6Gender of consumers in Vietnam
6
Demographic profile: gender
57% of vacation home bookers are female
Notes: ’’What is your gender?’’; Single Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022
Trang 7Consumer’s level of education in Vietnam
7
Demographic profile: education
A relatively high share of vacation home bookers have a college degree
Notes: ’’What is the highest level of education you have completed?’’; Single Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
Master degree
or equivalent
Secondary education
Technical / vocational education
Doctoral degree
or equivalent
Further education (permission to
Trang 8Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income
8
Demographic profile: income
Many vacation home bookers have a high annual household income
Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; Which of these travel products have you booked in the past 12
months?; Multi Pick; Base: n=177 vacation home bookers, n=1796 all respondents
Sources: Statista Global Consumer Survey as of December 2022
Trang 9Type of households in which consumers in Vietnam live
9
Demographic profile: household classification
A relatively high share of vacation home bookers live in a multi-generational family
Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197
vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
Two or more related adults
20%
household
Single parent household
Partners and children
generational family
Multi-3%
18%
9%
Other household types
Trang 10Communities where consumers live in Vietnam
10
Demographic profile: type of community
33% of vacation home bookers live in a megacity with over 5 million inhabitants
Notes: ’’In what type of community do you live?’’; Single Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
Rural community1%
34%
million inhabitants4%
December 2022
Trang 12Consumer lifestyle: life values
Career advancement has more importance to vacation home bookers than to the average onliner
Most important aspects of life for consumers in Vietnam
Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation
home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
Safety and security
Making
my own decisions
To be successful
Having a good time
Learning new things
Advancing
my career
An honest andrespectable life
A happy relationship
Social justice
Trang 13Consumer lifestyle: main interests
Finance and economy are relatively prevalent interests of vacation home bookers
Top 10 interests of vacation home bookers in Vietnam
Notes: ’’What topics are you personally interested in?’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
35%
Politics &
society and current world events
Trang 14Consumer lifestyle: hobbies & leisure activities
Vacation home bookers are more likely to have traveling as a hobby than the average onliner
Top 10 hobbies and leisure activities of vacation home bookers in Vietnam
Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
Video gaming
Outdoor activities
44%
sports and fitness
December 2022
Trang 16Agreement with statements in Vietnam
16
Consumer attitudes: attitudes towards traveling
46% of vacation home bookers state that they book spontaneously via their smartphone when traveling
Notes: ’’Which of these statements apply to you?’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=1048 all respondents
Sources: Statista Global Consumer Survey as of
12%
46%
37%
When it comes to traveling, sustainability
spontaneously via my smartphone
When it comes to traveling, I always look for the cheapest offer
The fear of terror attacks and political crises influences my traveling behavior
Trang 17Consumer attitudes: challenges facing the country
A relatively high share of vacation home bookers think that climate change is an issue that needs to be addressed
The 10 most important issues facing Vietnam according to vacation home bookers
Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base:
n=197 vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
PovertyEnviron-
ment
29%
Health and social security
ment
Unemploy-Food and water securityEducation
21%
Climate change
Rising prices / inflation / cost of living
Economic situation
Trang 18Political attitudes of consumers in Vietnam
18
Consumer attitudes: politics
Many vacation home bookers have centrist political views
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; Which of these travel products have you
booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
Trang 19Marketing touchpoints
CHAPTER 04
Trang 20Marketing touchpoints: digital advertising touchpoints
Vacation home bookers remember seeing ads on websites and apps of brands and products more often than the average onliner
Top 10 places where vacation home bookers in Vietnam have come across digital advertising in the past 4 weeks
Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n= 2097 all
respondents
Sources: Statista Global Consumer Survey as of
Search engines
Websites and apps
of brands
Video
portals
Social media
Video streaming services
games
Online stores
40%
Editorial websites and apps
Music portals
December 2022
Trang 21Marketing touchpoints: internet usage by device
Vacation home bookers access the internet via a regular laptop more often than the average onliner
Devices consumers in Vietnam use regularly to access the internet
Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all
Streaming device
36%
Gaming console
Trang 22Marketing touchpoints: social media usage
On social media, vacation home bookers interact with companies more often than the average onliner
Social media activities in Vietnam by type
Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all
respondents
Sources: Statista Global Consumer Survey as of
Posted texts / status updates
58%
Sent private messages
Shared posts by other users
Liked company posts
Posted
pictures
/ videos
Followed people
Liked posts
by other users
Commented
on posts
Shared company posts
4%25%
Followed companies
Passive social media usage
No social media usage
Trang 23Marketing touchpoints: non-digital advertising touchpoints
Vacation home bookers remember seeing ads in the movies/cinema more often than the average onliner
Places where consumers in Vietnam have come across non-digital advertising in the past 4 weeks
Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all
respondents
Sources: Statista Global Consumer Survey as of
By mailshot / advertising mail
In printed daily newspapers
In the movies/cinema
In printed magazines and journals
55%
On advertising spaces
Trang 24Type of media consumers in Vietnam have been using in the past 4 weeks
24
Marketing touchpoints: traditional media usage
Vacation home bookers relatively frequently consume traditional types of media, like TV and movies in the cinema
Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; Which of these travel products have you booked in the past 12 months?; Multi Pick; Base: n=197 vacation home bookers, n=2097 all respondents
Sources: Statista Global Consumer Survey as of
Trang 25The Statista Global Consumer Survey offers a global perspective on
consumption and media usage, covering the offline and online
world of the consumer Our survey is designed to help marketers,
planners, and product managers understand consumer behavior
and consumer interactions with brands.
• Cross-tabulation
• Customized multi-dimensional target groups
• Trend and country comparisons
• Export in Excel (CSV) or PowerPoint format
50+
topics & industries
14,500+
international brands
56
countries &
territories
GLOBAL CONSUMER SURVEY 2022
Find out more on:
statista.com/global-consumer-survey
Trang 26Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim
and Business Administration (M.Sc.) from the University of Hamburg He interned
at the Hamburg Center for Health Economics and Mercedes-Benz USA
At Statista he is responsible for designing consumer studies, product automation,
and brand research
At Statista he is responsible for report and process automation His area of expertise is data analysis using Python and SPSS.
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Stefan Rau
Research Manager
s.rau@statista.com