Millennials in Vietnam

Báo cáo Millennials in Vietnam từ Global Consumer Survey 2022 cung cấp một cái nhìn sâu sắc về thế hệ Millennials tại Việt Nam, bao gồm đặc điểm dân số, lối sống, thái độ tiêu dùng và các điểm tiếp xúc tiếp thị. Dưới đây là tóm tắt cũng như gợi ý áp dụng cho các ngành hàng bằng chatGPT: ĐẶC ĐIỂM DÂN SỐ VÀ LỐI SỐNG Độ Tuổi và Giới Tính: Millennials tại Việt Nam chủ yếu nằm trong độ tuổi từ 1849, với 52% là nam giới. Thu Nhập và Hộ Gia Đình: 37% thuộc nhóm thu nhập trung bình; nhiều người sống trong gia đình có con cái. Cộng Đồng và Thành Phố Lớn: 31% sống trong các megacity với dân số trên 5 triệu người. SỞ THÍCH VÀ GIÁ TRỊ SỐNG Giá Trị Sống: Thành công được coi là quan trọng; quan tâm đến vấn đề môi trường và an sinh xã hội. Sở Thích và Hoạt Động Giải Trí: Du lịch, thể thao và công nghệ là những sở thích phổ biến. THÁI ĐỘ TIÊU DÙNG Tiêu Dùng Nội Dung Số: 42% Millennials ưa chuộng nội dung số vì dễ quản lý. Quan Điểm Chính Trị: Nhiều người có quan điểm chính trị trung lập. ĐIỂM TIẾP XÚC TIẾP THỊ Truyền Thông Số: Họ thường xuyên gặp quảng cáo trên các cổng thông tin video và mạng xã hội. Truyền Thông Truyền Thống: Vẫn theo dõi quảng cáo qua truyền hình và điện ảnh. GỢI Ý ÁP DỤNG CHO CÁC NGÀNH HÀNG Công Nghệ và Điện Tử Tiêu Dùng: Tập trung vào sản phẩm công nghệ thông minh, dễ sử dụng và tích hợp với nội dung số. Du Lịch và Giải Trí: Cung cấp gói du lịch và hoạt động giải trí hấp dẫn, tận dụng xu hướng sống kỹ thuật số của Millennials. Thời Trang và Làm Đẹp: Nhấn mạnh vào phong cách và tính năng thân thiện với môi trường, phản ánh giá trị sống của họ. Thực Phẩm và Đồ Uống: Sản phẩm sức khỏe, dinh dưỡng và an toàn thực phẩm sẽ thu hút sự chú ý của nhóm này. Dịch Vụ Tài Chính: Cung cấp giải pháp tài chính thông minh, dễ dàng truy cập thông qua nền tảng số. Quảng Cáo và Tiếp Thị: Tận dụng các kênh số như mạng xã hội và video trực tuyến để tiếp cận nhóm này hiệu quả.

Target Group: Millennials in Vietnam

December 2022

CONSUMERS & BRANDS

Report 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 Millennials (Generation Y), which are consumers that were born between 1980 - 1994

The report offers the reader a comprehensive overview of Millennials 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 Millennials 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

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

3

Management summary: key insights

Millennials in Vietnam

Sources: Statista Global Consumer Survey as of

82% of all respondents are between the

ages 18 and 49

52% of Millennials are male

37% of Millennials have a medium

annual household income

31% of Millennials live in a megacity

with over 5 million inhabitants

Being successful is a relatively important aspect of life to Millennials

Family and parenting are relatively prevalent interests of Millennials

Many Millennials consider traveling a hobby

42% of Millennials state that they prefer digital content as it is easier to manage

The environment and health & social security are issues of particular concern

On social media, Millennials interact with companies more often than the average onliner

57% of Millennials remember seeing advertising on TV

Millennials remember seeing ads in video portals more often than the average onliner

December 2022

Age of consumers in Vietnam

5

Demographic profile: life stages

82% of all respondents are between the ages 18 and 49

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

Demographic profile: gender

52% of Millennials are male

Notes: ’’What is your gender?’’; 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

Consumer’s level of education in Vietnam

7

Demographic profile: education

A relatively high share of Millennials have a college degree

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

3%

Technical / vocational education

Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income

8

Demographic profile: income

37% of Millennials have a medium annual household income

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

Type of households in which consumers in Vietnam live​

9

Demographic profile: household classification

A relatively high share of Millennials live in a household of partners and children

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

Partners and children

Couple household

10%

Multi-generational family

Single parent household

Two or more related adults

Other household types

Communities where consumers live in Vietnam

10

Demographic profile: type of community

31% of Millennials live in a megacity with over 5 million inhabitants

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

Consumer lifestyle: life values

Being successful is a relatively important aspect of life to Millennials

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; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

28%

An honest andrespectable life

A happy relationship

Social justice

To be successful

Having a good time

36%

Making

my own decisions

Learning new things

30%

Safety and security

Consumer lifestyle: main interests

Family and parenting are relatively prevalent interests of Millennials

Top 10 interests of Millennials in Vietnam

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

31%

SportsScience &

Consumer lifestyle: hobbies & leisure activities

Many Millennials consider traveling a hobby

Top 10 hobbies and leisure activities of Millennials in Vietnam

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

SocializingTraveling

36%

Doing sports and fitness

Reading

31%

34%

Video gaming

Cars &

vehicles

Gardening and plants

Agreement with statements in Vietnam

16

Consumer attitudes: attitudes towards digital media

42% of Millennials state that they prefer digital content as it is easier to manage

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

DVD, CD, vinyl)

Digital services allow

me to discover new and exciting content

Consumer attitudes: challenges facing the country

The environment and health & social security are issues of particular concern to Millennials

The 10 most important issues facing Vietnam according to Millennials

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

Environ-ment

water security

22%

Economic situation

24%

Health and social security

Climate change

Rising prices / inflation / cost of living

Crime

19%

ment

December 2022

Political attitudes of consumers in Vietnam

18

Consumer attitudes: politics

Many Millennials 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; How old are you?; Single Pick; Base: n=965

Millennials, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Marketing touchpoints

CHAPTER 04

Marketing touchpoints: digital advertising touchpoints

Millennials remember seeing ads in video portals more often than the average onliner

Top 10 places where Millennials 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; How old are you?; Single Pick; Base: n=965 Millennials, n= 2097 all respondents

Sources: Statista Global Consumer Survey as of

Online stores

Video games

Video streaming services

Search engines

44%

Websites and apps

of brands

34%

Editorial websites and apps

Marketing touchpoints: internet usage by device

Millennials access the internet via a tablet 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; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Marketing touchpoints: social media usage

On social media, Millennials 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; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Commented

on posts

Sent private messages

Shared posts by other users

Posted pictures / videos

Followed people

Liked company posts

44%

49%

Posted texts / status updates

1%

Followed companies

Shared company posts

Passive social media usage

No social media usage

49%

44%

4%3%

Marketing touchpoints: non-digital advertising touchpoints

57% of Millennials remember seeing advertising on TV

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; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

19%

In printed daily newspapers

By mailshot / advertising mail

/cinema

On advertising spaces

on the go

Directly in the store

In printed magazines and journals

On the radio

Type of media consumers in Vietnam have been using in the past 4 weeks

24

Marketing touchpoints: traditional media usage

Millennials 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; How old are you?; Single Pick; Base: n=965 Millennials, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

December 2022

The 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

Jan 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.

26

Stefan Rau

Research Manager

s.rau@statista.com