Generation Z in Vietnam

mình muốn chia sẻ với mọi người một cái nhìn thú vị về thế hệ Z ở Việt Nam từ một báo cáo mới nhất của Statista (Tháng 122022). Cùng khám phá xem thế hệ trẻ này có gì khác với những thứ chúng ta vẫn biết không nhé

Target Group: Gen Z /

Generation Z 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 Gen Z (Generation Z), which are consumers that were born between 1995 - 2012

The report offers the reader a comprehensive overview of Gen Z / Generation Z 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 Gen Z / Generation Z 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

(including Germany)

December 2022

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

3

Management summary: key insights

Gen Z / Generation Z in Vietnam

Sources: Statista Global Consumer Survey as of

30% of all respondents are between the

ages 18 and 29

52% of Gen Z / Generation Z are male

More than half of Gen Z / Generation Z

have a low annual household income

Gen Z / Generation Z are more likely to

live in small towns and rural

communities than the average onliner

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

Z / Generation Z

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

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

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

A relatively high share of Gen Z / Generation Z think that unemployment

is an issue that needs to be addressed

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

Gen Z / Generation Z access the internet via a desktop PC less often than the average onliner

Gen Z / Generation Z tend to send private messages more often thanthe average onliner

Gen Z / Generation Z remember seeing ads in the movies/cinema more often than the average onliner

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

December 2022

Age of consumers in Vietnam

5

Demographic profile: life stages

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

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

0%

40 - 49 years

December 2022

Gender of consumers in Vietnam

6

Demographic profile: gender

52% of Gen Z / Generation Z are male

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

Consumer’s level of education in Vietnam

7

Demographic profile: education

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

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

Further education (permission to

December 2022

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

8

Demographic profile: income

More than half of Gen Z / Generation Z have a low 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=414 Gen Z / Generation Z,

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 Gen Z / Generation Z live in a household of two or more related adults

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

9%

18%

generational family

household

Couple household

Partners and children

2%

Two or more related adults

Other household types

Communities where consumers live in Vietnam

10

Demographic profile: type of community

Gen Z / Generation Z are more likely to live in small towns and rural

communities than the average onliner

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

Consumer lifestyle: life values

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

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

Sources: Statista Global Consumer Survey as of

An honest andrespectable life

Learning new things

To be successful

Having a good time

A happy relationship

Making

my own decisions

Safety and security

Advancing

my career

Social justice

Traditions

49%

43%

13%22%

Consumer lifestyle: main interests

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

Top 10 interests of Gen Z / Generation Z in Vietnam

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

Consumer lifestyle: hobbies & leisure activities

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

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

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

Doing sports and fitness

ReadingVideo

Agreement with statements in Vietnam

16

Consumer attitudes: attitudes towards digital media

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

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

I prefer digital content

Consumer attitudes: challenges facing the country

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

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

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

EducationEnviron-

ment

24%

29%

Health and social security

47%

Rising prices / inflation / cost of living

26%

CrimeEconomic

situation

Climate change

ment

Unemploy-Food and water security

Political attitudes of consumers in Vietnam

18

Consumer attitudes: politics

14% of Gen Z / Generation Z have more left leaning 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=518

Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Target group

Prefer not to answer

December 2022

Marketing touchpoints

CHAPTER 04

Marketing touchpoints: digital advertising touchpoints

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

Top 10 places where Gen Z / Generation Z 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=518 Gen Z / Generation Z, n= 2097 all respondents

Sources: Statista Global Consumer Survey as of

Video streaming services

Social media

Websites and apps

of brands

Blogs/

forums

Online stores

Search engines

Video

portals

Video games

websites and apps

Marketing touchpoints: internet usage by device

Gen Z / Generation Z access the internet via a desktop PC less 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=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

Gaming console

Laptop with touch screenSmartphone Smart TV

22%

59%

SmartwatchRegular

laptop

speakers

Streaming device

December 2022

Marketing touchpoints: social media usage

Gen Z / Generation Z tend to send private messages more often thanthe

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

Sources: Statista Global Consumer Survey as of

Posted pictures / videos

2%

41%

Liked company posts

Liked posts

by other users

Sent private

messages

27%

Followed people

Commented

on posts

Shared posts by other users

Followed companies

6%

Shared company posts

Passive social media usage

No social media usage

60%

46%

Posted texts / status updates

December 2022

Marketing touchpoints: non-digital advertising touchpoints

Gen Z / Generation Z 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; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of

37%

43%

Directly in the store

23%

In the movies/cinema

In printed magazines and journals

34%

By mailshot / advertising mail

In printed daily newspapers

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

24

Marketing touchpoints: traditional media usage

Gen Z / Generation Z tend to go to the movies more often than the average onliner

Notes: ’’What kind of media have you used 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

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