Vietnam Media behavior differences in South & North

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 Overview
It is always mentioned that the lifestyle between the South
and North of Vietnam is different. This report illustrates
the media consumption behaviors and creative
impression differences between South and North

Respondent profile (N=631)

Age Area

35-44, 7%
16-19, 14%
30-34, 14%

North, 47%
South, 53%
20-24, 32%

25-29, 32%
 Media Consumption – Facebook / Internet
Internet Facebook

More than 5 hours 15% More than 5 hours 8%

11% 5%
4 - 5 hours 4% 4 - 5 hours 3%
4% 3%
3 - 4 hours 8% 3 - 4 hours 6%
9% 6%
2 - 3 hours 13% 2 - 3 hours 7%
13% 12%
91 - 120 min 10% 91 - 120 min 8%
10% 11%
61 - 90 min 12% 61 - 90 min 14%
12% 19%
31 - 60 min 23% 31 - 60 min 33%
33% 33%

Less than 30 minutes 13% Less than 30 minutes 17%

7% 11%
1%
2% 1% 5%
I do not use Internet I do not use Facebook

South North South North

South has more people who spend very long hours on Internet and Facebook
Q: How many hours do you use internet / Facebook daily (SA)
 Media Consumption – TV / Internet
TV YouTube

More than 5 hours 1% More than 5 hours 2%

0% 1%
4 - 5 hours 0% 1%
0% 4 - 5 hours 1%
3 - 4 hours 4%
0% 3 - 4 hours 2%
2%
2 - 3 hours 5%
5% 6%
2 - 3 hours 5%
91 - 120 min 6%
6% 7%
91 - 120 min 5%
61 - 90 min 9%
13%
61 - 90 min 17%
35% 13%
31 - 60 min 34%
31 - 60 min 31%
Less than 30 minutes 21% 39%
26%
12% Less than 30 minutes 29%
I do not watch TV 10% 29%

7% I do not watch Youtube 5%

I do not have TV 6% 6%

South North South North

Time to spend on YouTube is longer in south than north

Q: How many hours do you watch TV / Youtube daily (SA)
 Survey overview
Show the 4 types of TVCF about Tet 2017 to see the reaction differences between South & North
Brand: Kinh Đô Brand: Nestlé

https://www.youtube.com/watch?v=mWMAzbDnHHw https://www.youtube.com/watch?v=u6byVR1XhIg

Brand: Downy Brand: Comfort

https://www.youtube.com/watch?v=ywBgOedsCHE https://www.youtube.com/watch?v=69CwHzyTNmg
Creative evaluation comparison
South people evaluate the creative 11% more positive than North people

14% 17% 13% 17%

23% 26% 22%
30%
19% 17%
20%
18% 25%
21%
24%
20%

46%
47% 43% 41% 40%
39% 30%
36%

12%
12% 8% 13% 10% 10% 9%
9%
8% 9% 8% 12% 10% 9% 10%
5%
North South North South North South North South
 Creative feedback: (1) Family - Heart warming
Creative evaluation (out of 5) Impression

14%
23%

19%
I do not like
21% I like the I like the I like the
I like the I like the
I do not like I do not like I do not like
I like the
the
visual actor/actress Others visual
story brand music the brand the story the music actor/actress
atmosphere in it atmosphere
in it
North 55% 34% 20% 17% 10% 7% 8% 5% 3% 5% 4%

47% South 52% 41% 20% 19% 9% 7% 7% 5% 3% 2% 2%

39%
Keywords

12% 8%

8% 9%

North South
Heart None
Least interested Not interested Happy warmin
Excitin
New Original Old
Not
Boring
Encour
Corny Sad Funny
Luxurio
of the Cheap
Disapp
g unique aging us ointing
Average Interested g above
North 41% 46% 33% 25% 17% 15% 8% 9% 5% 4% 1% 5% 4% 1% 0% 1%
Very interested South 51% 45% 35% 24% 18% 14% 8% 7% 7% 5% 4% 3% 3% 2% 2% 0%

Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after
watching TVCF (Up to 3)
 Creative feedback: (2) Family - Fun
Creative evaluation (out of 5) Impression

17%
26%

20%
I do not like
I like the I like the I like the
I like the I like the I like the I do not like I do not like I do not like the
24% brand story
visual
music
actor/actress
the story the brand the music
Others
actor/actress
visual
atmosphere in it atmosphere
in it
North 39% 49% 23% 26% 14% 7% 4% 3% 4% 3% 4%
South 47% 43% 26% 25% 16% 5% 4% 4% 4% 3% 3%
43%
36% Keywords

13%
9%
8% 5%
North South
Heart None
Least interested Not interested Excitin
warmin Happy New Old Funny Original
Encour Not
Boring
Luxurio
Corny
Disapp
Cheap of the Sad
g aging unique us ointing
Average Interested g above
North 47% 33% 32% 26% 13% 10% 10% 10% 8% 7% 5% 3% 2% 1% 1% 0%
Very interested South 42% 38% 44% 28% 9% 10% 11% 11% 3% 4% 12% 4% 2% 1% 2% 1%

Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after
watching TVCF (Up to 3)
 Creative feedback: (3) Family – Emotional / Love
Creative evaluation (out of 5) Impression

13%
22%

17%
18% I do not like
I like the I like the I like the
I like the I like the I like the I do not like I do not like I do not like the
visual actor/actress Others visual
brand story music the story the brand the music actor/actress
atmosphere in it atmosphere
in it
North 41% 36% 18% 17% 16% 10% 6% 6% 3% 7% 4%
46% South 43% 35% 23% 17% 16% 12% 7% 4% 4% 4% 3%
41%
Keywords

12%
10%

12% 10%

North South
Heart None
Least interested Not interested Excitin
New Happy warmin
Luxurio
Boring
Not Encour
Old Corny Original Funny Sad Cheap
Disapp
of the
g us unique aging ointing
Average Interested g above
North 38% 28% 25% 18% 16% 11% 11% 9% 8% 5% 5% 4% 2% 2% 2% 1%
Very interested South 32% 34% 33% 18% 24% 12% 8% 8% 9% 12% 6% 5% 2% 2% 2% 2%

Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after
watching TVCF (Up to 3)
 Creative feedback: (4) Family - Cute
Creative evaluation (out of 5) Impression

17%
30%

25% I do not like

I like the I like the I like the
I like the I like the I like the the I do not like I do not like I do not like
actor/actress visual visual Others
20% brand story music
in it atmosphere
actor/actress the story the brand the music
atmosphere
in it
North 40% 36% 27% 25% 20% 5% 9% 6% 7% 4% 5%
South 41% 41% 31% 24% 20% 9% 7% 6% 5% 2% 3%

40%
30% Keywords

10% 9%

9% 10%

North South
Heart None
Least interested Not interested Excitin
New Funny Happy warmin Boring
Encour
Old
Not
Original
Luxurio
Corny
Disapp
Cheap Sad of the
g aging unique us ointing
Average Interested g above
North 46% 32% 31% 19% 17% 10% 10% 9% 6% 6% 3% 3% 3% 2% 1% 0%
Very interested South 49% 42% 34% 24% 16% 8% 5% 7% 7% 7% 5% 2% 3% 4% 1% 2%

Q: How much are you interested in this TVCF? /What are the reasons for that? / Please choose the keywords that you felt after
watching TVCF (Up to 3)
Summary
• South has more people who spend very long hours on internet and
Facebook
• Time to spend on YouTube is longer in south than north
• South people evaluate the creative 11% more positive than North people.
• These evaluation differences are found despite that the respective
evaluation are not that difference. Thus, it could be simply that South people
tend to express their opinion more positively while North people are more
severe
• South people tend to react with the keyword of “happiness” while we see
more ratio of North people choosing “exciting”.
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44% 47%
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3%
Others 15%
30-40M 3%
Sony 6%
20M-30M 5%
Married
, 25% 15 - 20M VND 9% Asus 8%

10 - 15M VND 15% LG 8%

Single, 7.5 - 10M VND 14% Nokia 18%

72%
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