Cimigo Aging Silver Generation of Vietnam 18-10-21 Mefbea

The aging silver generation of Vietnam
18 October 2021
1
Contents
1. Summary 6
2. Family and life style 11
3. Health care 25
4. Spending 31
5. Cognitive age 42
6. Concerns towards aging 46
7. Life values 52
8. Attitudes towards marketing 58
9. Touch points 64
2
Introduction
The survey was conducted by telephone. Quotas were set to represent the population.
Total 324 respondents Population Sample

Study 162 respondents in Ho Chi Minh City Ho Chi Minh City 55% 55%
location 162 respondents in Hanoi City
Hanoi 45% 45%
Gender 163 Males, 161 Females Male 50% 50%
Gender
Female 50% 50%
Age group 158 aged 50-59, 102 aged 60-69, 64 aged 70-79 50-59 49% 49%
Economic 38 class A, 74 class B Age group 60-69 30% 30%
class* 103 class C, 109 class D 70-79 21% 21%
A 11% 12%
Study time May 2019
Social B 24% 23%
Economic Class C 37% 32%
*Social Economics Class definition:
A -Household income level from VND20,000,000 and above D 28% 34%
B - Household income level from VND14,000,000 to under VND20,000,000
C - Household income level from VND9,000,000 to under VND14,000,000
D - Household income level from VND4,000,000 to under VND9,000,000
3
Abbreviations
▪ CL: Confidence level ▪ Significant differences

▪ HCMC: Ho Chi Minh City
▪ MR: Multiple response ▪ Arrows are used to indicate significant
▪ P6M: Past six months differences.
▪ P3M: Past three months
▪ P30D: Past 30 days
▪ P7D: Past 7 days
▪ P1D: Yesterday
▪ SEC: Social Economic Class
▪ SR: Single response
4
Summary
5
Silver generation and marketing myths
▪ This silver generation is largely misunderstood, mostly as today’s marketing and advertising executives
are less than half their age. Young marketers assume they are old people in the parks and drinking tea
with little aspiration left in their failing bodies. The silver generation is rarely a marketing target group
and they are rarely portrayed in advertising. They simply are not exciting enough to the far younger
marketing executives.
Yet
▪ The over 50s are the fastest growing age segment of Vietnam’s population. They have the most
discretionary expenditure as their dependents have largely left the nest and become self sufficient.
They live active lifestyles and want much more out of life.
6
Silver generation is fastest growing age segment going forward
Age profile in 000s

Silver is golden going forward
100,000
24% 36%
80,000
60,000
31%
28%
40,000
23%
20%
20,000
22% 17%
-
2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030 2031 2032 2033 2034 2035 2036
All 0-14 All 14-29 All 30-49 All 50+
Source: GSO, Global Demographics, Cimigo 7

Silver generation is fastest growing age segment going forward
Age profile of 50+ years in 000s

24% in 2020 and 36% in 2036
40,000
35,000 3% 2.9 million
30,000 8% 7.8 million
25,000
2%
20,000 3% 11% 11.3 million
15,000 8%
10,000
14%
5,000 12%
14.6 million
-
2020 2021 2022 2023 2024 2025 2026 2027 2028 2029 2030 2031 2032 2033 2034 2035 2036
All 50-59 year olds All 60-69 year olds All 70-79 year olds All 80 + year olds
8
Silver generation: the ideal segment; time rich, asset heavy with high disposable income
▪ The silver generation is the segment that grows the fastest, which is expected to account for 36% of the population in 2036
representing 36,485,000 consumers. However, the negative old, slow and stubborn image of older consumers has long
hindered the development of the silver market. The study highlights the importance of this segment of consumers.
▪ Vietnamese seniors want to bond with others. They enjoy living in an extended family and companying with younger
generations. Their interrelationships are strong and expose them to the same technologies such as smart TVs and
smartphones.
▪ The silver generation is active. The 50-59 year old segment is working and earning a higher income than average. They are
still involved in small businesses and make money, especially women. 79% of this segment have income. They prefer to be
independent rather than depend on their children for support.
▪ Saving is common. The silver generation wants to prepare for any emergency and their future rather than for their offspring
as most marketers assume. Financial services have yet to fully explore their potential.
▪ Health is the top concern and health related expenditure accounts for 13% of their income. Reaching retirement, seniors
have more spare time to take care of their health. Beyond visiting doctors and consuming medicine, the silver generation
gives credence to a healthier lifestyle (including exercise, eating habits, supplements) beyond health checks.
▪ The silver generation’s disposable income and desire to enjoy life provide ample opportunities for travel, fashion, and
beauty services.
9
Silver generation beyond age definitions
▪ The silver generation is not only differentiated by their age but also by their self-perception. 1/3rd feel younger than their
actual years. Very few perceive age that was older than their life age. The silver generation is more independent financially,
willing to try new products, interested in new technology trends and tend to enjoy their life.
▪ The silver generation has many attitudinal and behaviour sub segments, generalising will not help marketers. Many prefer
big stores, non-cash payment but remain sceptical toward marketing and advertisements. Others prefer to stick with familiar
stores and avoid new formats and trends. As with all consumers personal referrals matter.
▪ Television is the best medium to reach the silver generation. Yet smartphone use (47%) is high and the is the most common
online browsing tool.
10
Family and life style
11
79% are married and 11% are widow / widower. On average, a person aged 50 and above has 2
children.
Marital status (%)
Total By age group

Number of children (Mean)
4
11 8 14
6 25
4
3 1.97 children
Widow/ widower (Total, N=324)
Divorced/ separated
Married 84
79 79
Single 70
3 4 3 2
Total 50-59 60-69 70-79
(N=324) (N=158) (N=102) (N=64)
Q5. What is your marital status? – SR 12

*http://www.ubmvgiadinh.org
Higher/Lower than group age 60-70 at 95% CL
Vietnamese seniors mostly live with younger generations. One third of the seniors lives with
grandchildren when they turn 60 and their children get married .
Total By age group

Total 50-59 60-69 70-79
(N=324) (N=158) (N=102) (N=64)
14% 12% 16% 11%

Empty nested (no child)
47% 60% 34% 36%

Live with spouse and child(ren)
34% 22% 43% 48%

Extended family
Household members (Mean) 4.33 3.92 4.74 4.70
*The average household size in urban area in Vietnam in 2009 is 3.66
Q8. Who do you live with in your household? – MR 13

* GSO – General Statistic Office of Vietnam
Higher/Lower than group age 60-70 at 95% CL
Over half of the respondents have a high school education or above. This level increases in
younger groups.
Education level (%)
Total By age group

Total 50-59 60-69 70-79
(N=324) (N=158) (N=102) (N=64)
7 6 7 14 8
7% 11% 7 20
8% 11
33 24 33
31%
39
43% 43 48
Primary school Secondary High school Vocational College/

and lower education education education University
Q72. What is your educational level - SR 14

43% of people aged 50 and above are working, higher among males and those in HCMC
Occupation (%) By city By gender
Total
43% Ho Chi Minh
47% 39%
Hanoi Male
48%
Female
38%
(N = 162) (N = 162) (N = 163) (N = 161)
are working*
*57% are either retired or housewives
By age group
(N = 324)
50 - 59 60 - 69 70 - 79
67% 28% 8%
(N = 158) (N = 102) (N = 64)
Q20. What are your occupations at the moment (if any)? - MR 15

Most working people are involved in a family small business, especially women. More
males are blue collar workers.
By city By gender
Main occupation (%)
Total
Ho Chi Minh Hanoi Male Female
Own business Employee (Blue)
27 11 9 24 6 63 21 15 11 30 3 42
Employee (White) Farmer
47% 39% 48% 38%

25 9 8 1 (N = 162) (N = 162) (N = 163) (N = 161)
By age group
43%
(N = 324)
50 - 59 60 - 69 70 - 79
38 15 13 2 18 6 4 62
67% 28% 8%
(N = 158) (N = 102) (N = 64)
Q21. What is your main occupations at the moment (if any)? - SR 16

More younger men are working than younger women. However, women remain working
as they get older.
By age group
Main occupation (%)
50-59 60-69 70-79
31 25 18 17 9 8 3
Male
75% 33% 3%
(N = 79) (N = 51) (N = 33)
20 2 9 2
45 5 8
Female
59% 22% 12%

(N = 79) (N = 51) (N = 31)
Own business Employee (Blue)
Employee (White) Farmer
Q21. What is your main occupations at the moment (if any)? - SR 17

Higher/Lower than total at 95% CL
79% of people aged 50 and above have an income. The average personal income is VND5.44
million.
Population by sources of living (%)
Total By age group

Total 50-59 60-69 70-79
(N=324) (N=158) (N=102) (N=64)
Totally depends
on supports 11
21% 26
36
64
79% 74
Have income
89
Monthly personal income

5.44 6.34 4.74 3.96
(Mean – Mil VND)
*Average monthly personal income of in urban in 2018 is 5.62 (Mil VND)

Retired age is 60 for males and 55 for females
Q23. What are your sources of living? – MR

Q26. What is your monthly personal income apart from family aid? – SR 18
* General Statistics Office of Vietnam Higher/Lower than total at 95% CL
HCMC citizens live on business profit and family aid.
Hanoi citizens live on pension and personal savings.
Sources of living (%)

Total HCMC Hanoi
(N=324) (N=162) (N=162)
79% 70% 91%
34 40 27
Business profit
8 7 9
Housing rental
Investment/ saving interest 6 4 9
Pension 30 14 50
Salary 15 19 10
27 12 45
My own saving
% Any sources of income
Q23. What are your sources of living? - MR 19

Seniors live in well equipped household, especially in Hanoi
Household facilities (%)

(N = 324 respondents)
Having facility Not having facility
TV (general) Fridge Washing machine Air conditioner

Smart TV
1 6
14
33
46
54
67
86
99 94
HCMC: 98% HCMC: 89% HCMC: 80% HCMC: 52%

Hanoi: 99% Hanoi: 100% Hanoi: 94% Hanoi: 85%
Q53. Household items? – MR 20

Seniors live in well equipped household, especially in Hanoi
Household vehicles (%)

Having a vehicle Not having a vehicle
Motorbike Car
3
15
85
97
HCMC: 80% HCMC: 89%

Hanoi: 94% Hanoi: 100%
Q53. Household items? – MR 21

89% self mange their mobility. Motorbike is the most common means of transport.
Forms of moving (%)
Total By age group

Total 50-59 60-69 70-79
(N=324) (N=158) (N=102) (N=64)
Need others to 89% 96% 88% 74%

help
11 Drive motorbike
57 77 52 16
Walk
54 51 47 70
89
Drive bicycle
Do by myself
19 18 26 13
% Any self moving
Q51. What are forms of moving you are using? – MR 22

One third of the silver generation goes to a religious place, higher among females in
HCMC.
Total By city By gender

(N = 324 respondents) HCMC Hanoi Male Female
(N = 162) (N = 162) (N = 163) (N = 161)
61 61
34 37
49% go to religious places

36% follow 2% follow 11% follow
3.8 times/month (mean) Buddhism Catholicism Vietnamese folklore
(N = 153)
Q49. Which of following activities have you done in P3M? – MR 23

Q50. How often do you do this activities? - SR
27% of households keep pets. Dogs are most common, especially in HCMC.
Do you household keep pets?
Total Total HCMC Hanoi

(N = 324) (N = 162) (N = 162)
Dog 19% 22% 16%

27%
Yes Cat 11% 10% 13%
73% No Bird 2% 2% 3%
Fish 2% 1% 2%
Q19a. Do you keep pet? What pet do you keep? (MR) 24

Healthcare
25
44% feel healthy and 18% feel unhealthy. Health status decreases as people age.
Self perceived health status(%)
Total By age group

3
19 17
Very good and I have no health problems 27 17
22
4 25
30 45
3
39 46
2
33
29
Very bad, I have many health problems
14 12
8
4 3 4 6
Mean 3.42 3.7 3.36 2.28
Total 50-59 60-69 70-79
(N=324) (N=158) (N=102) (N=64)
Q30. How do you feel about your health? - SR 26

The most common diseases in older people relate to bone and blood pressure
Health concerns (%) Total

(N=324)
Bone and joint diseases 36
Blood pressure diseases 32 Most common diseases
Sleep disorders 22
Heart diseases 16
Digestive diseases 15
Vestibular disorder 12
Eyes diseases 12
Diabetes 11
Bone and joint Blood pressure
High cholesterol 9
diseases diseases
Sinusitis and respiratory diseases 9
Alzheimer/ Memory loss/ Memory impairment 8
Liver diseases 8
Kidney stones and urinary diseases 3
Being over weight 3
Being under weight 2
Gout 1
Stroke 0
Q31. What are your health concerns? - MR 27

Women are more concerned about health problems than men
Health concerns (%)

Male (N=163) Female (N=163)
46
26 20
5 4 14
Vestibular disorder High cholesterol

Bone and joint diseases
35
29
26 12
19 6
Blood pressure Sinusitis and respiratory

Sleep idisorder diseases diseases

Health concerns increase significantly after 65 years old. Blood pressure disease rises the fastest
Health concerns (%)

70
65 years old and above
60 Blood pressure disease
Bone and joint disease

50
Sleep disorder
40 Heart diseases
Digestive diseases
30
Vestibular disorder
20 Alzheimer/ Memory loss/ Memory

impairment
Diabetes
10
Kidney stones and urinary disease
0
Age 50-54 Age 55-59 Age 60-64 Age 65-69 Age 70-74 Age 75-79

Most of the silver generation is quite sedentary. The most common exercise is to walk. There is
room to develop a senior exercise and sports business.
Frequency doing any Type of exercises/ sports (%)

exercises/ sports in P6M(%)
People doing exercise everyday People doing exercise every week
Total (N=183) (N=59)
(N=324) I go for a walk 80 76
I do exercise 33 21
I ride a bicycle 13 6
25 Exercise with machine 9 2
I run 8 3
I dance 3
1 I swim 3
57 I do yoga 2
I play badminton 2 7
18
I meditate 2
I play volleyball 1 2
I play table tennis 1 3
Exercise everyday Exercise every week
Exercise less than every week Not exercise in P6M
Q35. Have you done any of these exercises/ sports in past 6 months? - MR 30
Q36. How often do you do these exercises/ sports?- SR
Spending
31
7% have life insurance, higher in HCMC, amongst the wealthier and the younger group
Have shopped anything online?
Total
By city By gender
9% 3% 5% 9%
7% (N = 162) (N = 162) (N = 163) (N = 161)
have life insurance By age group By social class

(N = 324 respondents) CD
AB
50 - 59 60 - 69 70 - 79
11% 2% 3% 13% 3%
(N = 158) (N = 102) (N = 64) (N = 112) (N = 212)
Q29. Are you currently using following financial services? - MR 32

86% have health insurance. State health insurance is prevalent in Hanoi, private is insurance is
prevalent in HCMC.
Penetration of health insurance(%)

Total
Penetration of specific health insurance types(%)
(N=324) Total HCMC Hanoi
(N=324) (N=162) (N=162)
86% 80% 92%
14
Private health insurance 41 48 33
Have health
insurance
State health insurance 18 11 26
86
Health insurance (unspecified)
28 23 34
Any health insurance No health insurance
28% cannot specify their

types of insurance
Q29. Are you currently using following financial services? – MR 33

60% of the senior visit a doctor in the past 6 months. Older age groups and people with health
insurance have more frequent health checks
Health care activities in P6M (%) Age 50-59 Age 60-69 Age 70-79
Total Times/ year (N=158) (N=102) (N=64)
(N=324) (Mean)
50% 65% 78%
60%
32 40 50
38 6.5 (N = 121)
22 29 33
27
9.9 (N = 87)
Any health insurance No health insurance

(N=280) (N=44)
63% 43%
I have general checkup
41 23
I visit doctor when feeling unwell
27 23
% Visit doctor in general
Q33. Have you done following health care activities in past 6 months? - MR 34
41% are using drugs. Older age groups and people with health insurance have more prescribed
medicine. People without insurance tend to use traditional therapy more frequently.
Health care activities in P6M (%)

Total Times/ week Age 50-59 Age 60-69 Age 70-79
(N=324) (Mean) (N=158) (N=102) (N=64)
41 28 49 60
5.0 (N = 130)
10 8 12 13
5.9 (N = 33)
8 7 6 11
2.7 (N = 24)
I have drugs prescribed by doctors No health insurance

Any health insurance
(N=280) (N=44)
I have traditional herbal medicine 43 29
9 16
I have physical therapy 8 2
Q33. Have you done following health care activities in past 6 months? - MR 35
On average 13% of income is spent for healthcare. Female seniors and senior in Hanoi spend
more.
Total
Monthly healthcare expense (%) (N=324)
Average monthly healthcare expense
Under VND200,000 27 (thousand VND)
Total 707
Under VND500,000 22
By city
HCMC 589
Under VND1,000,000 12
Hanoi 853
VND1,000,000 - under VND2,000,000 11 By gender

Male 585
Above VND2,000,000 9 Female 828
By age group
My insurance covers all the cost 10 50-59 648
60-69 783
Don't know, my children pay 2 70-79 732
I do not spend for health care 8

Average monthly personal income is 5.44 (Mil VND)
Q44. On average, how much do you spend for health care in a month?- SR 36
24% consume health supplements, higher among females and those in Hanoi
By city By gender
Total
15% 34% 19% 28%

(N = 162) (N = 162) (N = 163) (N = 161)
24% Types of supplements being used (N=324)
use supplements Supplements for Osteoarthritis 9%
(N = 324) Supplements for brain health 7%
5.5 times/week (Mean) Multivitamins 6%
(N = 88) Supplements for eyes 3%
Supplements for liver and kidneys 2%
Q33. Have you done following health care activities in past 6 months? - MR
Q34a. What types of supplements are you using? - MR 37
21% drink milk, higher among females and inside HCMC
By city By gender
Total
27% 12% 15% 26%

(N = 162) (N = 162) (N = 163) (N = 161)
21% Types of supplement being used (N=324)
drink milk Vinamilk 7%
(N = 324) Ensure 6%
Anlene 4%
6.3 times/week (Mean)
(N = 63) TH True Milk 2%
Soya milk 1%
Ong Tho 1%
Q33. Have you done following health care activities in past 6 months? - MR
Q34b. What types of milk are you using? - MR 38
43% of people aged 50 and above have eaten out in P3M, less common in older groups
Total
By age group
50 - 59 60 - 69 70 - 79
58% 41% 17%
45% eat out (N = 158) (N = 102) (N = 64)
with family / friends

Eat with family 1.9 times/month (mean)
Eat with friends 3.8 times/month (mean)
Q49. Which of following activities have you done in past 3M? – MR 39

39% bought fashion items in P3M, higher among females and younger group
Total By gender
Male Female
34% 43%
(N = 163) (N = 161)
By age group
39% buy
fashion items
50 - 59 60 - 69 70 - 79
44% 37% 30%
(N = 158) (N = 102) (N = 64)
Q49. Which of following items have you bought/ consumed in past 3M? – MR 40
30% travelled inside Vietnam, 4% travelled overseas at least once in last 3 months.
Women and younger people tend to travel more.
Penetration of travelling(%) Trips/year (mean)
35 34
30 31
25
20
Travelling in Vietnam
2.98 1.83 3.82 3.18 2.99 2.14
4 6 5 5
Travelling overseas
1.26 1.23 1.27 1.22 1.50 0.50
Total By gender By age group

Total Male Female 50-59 60-69 70-79
(N=324) (N=163) (N=161) (N=158) (N=102) (N=64)
Q49. Which of following activities have you done in P3M? – MR 41

Cognitive age
42
Self-perceived age and life age for the silver generation
Life age
Self-perceived age (%)
50-54 55-59 60-64 65-69 70-74 75-79
Under 30 2
30-34
35-39
40-44 8
45-49 24 2 2 4
50-54 61 23 12 12
55-59 4 60 20 2
60-64 11 60 20 10 11
65-69 2 2 3 63 21 10
70 and above 1 3 3 66 79
Q45. How old do you think you are? - SR 43

31% feel younger than their life age, higher inside HCMC and amongst wealthier
Perceived age compared to life age (%)

*Younger group consists of people who feel that they belong to the age group lower than their life age group and vice versa
Younger Older
39
36
31
28
20
6 6 6 7
6
Total HCMC Hanoi AB CD

(N=324) (N=162) (N=162) (N=112) (N=212)

People perceiving themselves in better health condition and having higher educational
background tend to perceive themselves younger
Perceived age compared to life age (%)

Younger Older
By perceived health status (Q30) By education level (Q72)

Younger Older Younger Older
34 34
33
27
19
9 8 7
5
3
My health is less than My health is normal My health is good, I do

normal, I have health (Code 3) not have health Less than high school High school education
problems (Code 1-2) problems (Code 4-5) education level(Code 1-3) and above (Code 4-10)
N=56 N=127 N=141 N=132 N=192

Concerns
towards aging
46
Being in pain is the most common concern of the elderly
Total
Concerns (%) (N=324)
Being in pain 71
Number of people whom worry about
Being lonely 23 pain is more than triple of any other
Losing memory 22 concern.
Losing mobility 22
Not having enough money to live on 20
Losing independence 18
Having to give up work 14

Being treated badly 13
Being unable to do things I once could 13
Losing family and friends through death 12
Being bored 11
Losing hearing/ sight 10
Dying 9
My appearance get worse 8
Being left behind by technology 1
Being old-fashion 1
None 4
Q47. Which 3 of the following most concern you about being old? - MR 47
Concerns about being old
Total
Being pain 71
Being lonely 23
Losing memory 22
Losing mobility 22
Having to give up work 14 People are more concerned about
Being treated badly 13 being sick and suffering pain than they
Being unable to do things I once could 13 are of dying.
Being bored 11
Dying 9
Being old-fashion 1
None 4
Total
Being pain 71
Being lonely 23
Losing memory 22
Losing mobility 22
Having to give up work 14 Being lonely is even more concerning
Being treated badly 13 than being treated badly or being
Being unable to do things I once could 13 bored.
Being bored 11
Dying 9
Being old-fashion 1
None 4
Total
Being pain 71
Being lonely 23
Losing memory 22
Losing mobility 22
Having to give up work 14 People worry more about losing
Being treated badly 13 memory and mobility than losing
Being unable to do things I once could 13 hearing or sight.
Being bored 11
Dying 9
Being old-fashion 1
None 4
Total
Being pain 71
Being lonely 23
Losing memory 22
Losing mobility 22
Not having enough money to live on 20 Seniors 50-59 years old are more worried
Losing independence 18 about their appearance
Having to give up work 14
Being treated badly 13
Being unable to do things I once could 13
50 - 59 60 - 69 70 - 79
Being bored 11
Losing hearing/ sight 10 10% 6% 5%
Dying 9 (N = 158) (N = 102) (N = 64)
Being old-fashion 1
None 4
Life values
52
Life values
▪ Assessed based on a 5 point scale, where 1 represents total disagreement and 5 represents total
agreement Mean scores are compared by life age group and perceived age group.
53
Older generation has a high consensus on traditional values. Modern values such as
“competition” are not appreciated
Agreed level on life value (Mean) Total By life age group By perceived age group
I believe we should treat others well 4.22
I like freedom and independency 4.07
I care what others think of me 3.11
I like to be the leader in a team 2.96
I am more fashionable than more others. 2.57
Q46. To what extend do you agree or disagree with the following statements? 54
They are less financially dependant on men or children, especially those who perceive themselves
younger than 50 y.o. “Working” is still appreciated but “enjoying life” is emerging.
I believe that men should be responsible for family finance 3.69
I like to live in an extended family 3.63
When they grow up, children should financially support their parents 3.63
I believe we should work hard whether we like the job or not 3.87
I believe enjoying life is more important than working 2.97
“Enjoying life” does not refer to new things or adventure. People perceiving themselves
younger than 50 y.o like new things, follow technology trends and long for excitement.
I am not as young as before so I believe I should enjoy life when I can 3.71
I long for excitement 3.47
I like to try new things 3.23
I like a life that is full of changes 3.16
I follow the latest technology trends 3.08
Planning expenditure is important and loans are not agreed with.
Saving for offspring is no longer prioritised.
I believe we should not spend money without a plan and should save
4.19
money for emergencies
I believe we should be diligent and thrift 4.13
I seldom spend money on myself but save money for my offspring 3.7
I usually spend lots of money on my spouse and child but seldom buy
anything for myself 3.65
I did not have money when I was young now that I have some money, I
should spend it when I need to 3.43
I find it unbelievable to spend a lot of money on entertainment 3.42
I will buy things I like even if I have to borrow money to buy them 2.19
Attitude toward
marketing
58
Attitudes towards marketing and consumerism
▪ Assessed based on a 5 point scale, where 1 represents total disagreement and 5 represents total
agreement. Mean scores are compared from the life age group and the perceived age group.
59
Old people significantly prefer cash over bank cards and keep shopping at familiar stores. Younger
perceived group relies less on cash and are also more enthusiastic towards bigger stores.
Agreed level on marketing statements (Mean) Total By life age group By perceived age group
When shopping, I am more likely to pay cash than use bank cards. 4.02
I like to shop where I usually shop. 3.88
I like to shop in bigger stores rather than smaller ones.

3.28
I don't mind the price to be a little higher if the store is close by where I
live.
3.24
Guarantee and brand name are appreciated. Seniors show loyalty to brands. Vietnamese
origin is preferred.
I pay attention to product quality guarantee 3.96
I like to purchase name brands 3.78
I will always use the brands that I like 3.75
I am willing to spend more money for higher quality. 3.61
I prefer foreign origin product to Vietnam origin product 2.95
The older group like discounts. The perceived younger group are more sceptical towards
advertisements.
I use coupons whenever I can. 3.26
Discount activities often induce me to buy things I do not plan to buy. 3.15
I do not trust advertisements. 3.12
I dislike coupons distributed by stores because they are troublesome. 3.05

They are usually the results of increased prices.
Businesses won’t treat me like a friend 2.92
I have the experience of buying a product because I liked its 2.86

advertisement.
Word of mouth is a powerful trigger. The perceived younger group are more willing to try new
things.
If I like a product, I usually will recommend it to relatives and friends. 3.9
I won't buy new products unless people that I know have confirmed that
they are OK. 3.52
I like to try new products

3.3
Touch points
64
Half of the silver generation have smartphones, highest among age group 50-59
Personal facilities
Having a facility Not having a facility
Cell phone (general) By age group
Smart phone
50 – 59
14%
17 (N=158)
Computer/ laptop/ tablet 60 - 69
14%
(N=102)
47 11
By age group 70 - 79
53 0%
(N=64)
50 – 59
63%
(N=158)
83 60 - 69
36%
(N=102)
70 - 79
23%
(N=64)
89
Q54. Personal items? – MR 65

TV is the most common media channel. Those exposed to the internet are frequent users.
Media channel usage (%)

Watch TV Read newspaper Listen to radio
97 18 14
P30D 99% 76% 78%
96 13 11
P7D
99% 69% 73%
95 9 8
P1D
Surf Zalo Surf Facebook Watch Read online news Anything online
YouTube
30 29 27 32 43
P30D 93% 90% 93% 84% 93%
28 26 25 27 40
P7D
84% 84% 80% 89% 88%
P1D 24 22 20 24 35
Q56. Have you…. In past 30 days?

Q56. Have you…. In past 7 days? 66
Q56. Have you…. In past day?
40% engage with internet in past 7 days, highest among 50-59 group
Media channel usage in past 7 days (%)

Total By age group
Total 50-59 60-69 70-79
(N=324) (N=158) (N=102) (N=64)
96 96 95 98
Watch TV
28 41 20 8
Surf Za
Surf Facebook 27 36 22 15
Read newspapers 26 38 19 8
Watch YouTube 25 34 23 7
Read online news 13 9 19 15
Listen to Radio 11 8 14 13
Anything online 40% 54% 32% 17%

Mobile is the most common device to connect to internet
Device usage in past 7 days (%)

Total
(N=324)
27 26 23 24
Mobile phone/
tablet
Laptop/ PC Surf Surf Watch Read online

Zalo Facebook YouTub news
5 e
3 1 2
Surf Surf Watch Read online

Zalo Facebook YouTub news
e

TV occupies 1 hour and a half of an average day
Time spent for media channels on an average day (Minutes)

Total
95
40 43 43
37
30 30
Watch TV Surf Zalo Surf Facebook Read newspaper Watch Youtube Read onlne news Listen to radio
(N=315) (N=94) (N=88) (N=57) (N=81) (N=89) (N=45)
Q58 – Q68. How many minutes do you spend for….in an average day ? (SR) 69
News and Vietnamese movies/series are on top. Favourite programmes differ by gender.
Total
Program usually watched (%) (N=324)
Local News 83
International News 58
Movie - Local (Vietnamese) 43 Top popular channels by gender

Drama / Series - Local (Vietnamese) 43
Reality Show - Vietnamese 32
Concert / Music / MTV 31
Movie - Chinese / Korean / Hong Kong 28 Male Female

Sport - Local (Vietnamese) 28 Local News Local News
Games Show / Variety Show 23
International News Movie - Local (Vietnamese)
Theatre 23
Sport - Local (Vietnamese) Drama / Series - Local (Vietnamese)
Drama / Series - Asian 20
Sitcom - Local (Vietnamese) 18
Talk Show / Interview 11
Sitcom - Asian 11
Shopping program 9
Fashion 5
Cartoon / Animation 3
Q71.Which TV program do you usually watch? - MR 70

TV shopping is familiar for 9% of seniors, especially those under 69 years old. The
programme is more common among females in HCMC.
Usually watch TV shopping program?
Total
By city By gender
Ho Chi Minh Hanoi 6% 13%

12% 6% Male Female
(N = 162) (N = 162) (N = 163) (N = 161)
9% usually watch By age group
shopping programs
50 - 59 60 - 69 70 - 79
12% 10% 1%
(N = 158) (N = 102) (N = 64)
Q71.Which TV program do you usually watch? - MR 71

Online shopping is more common for younger group, males and in HCMC
Have shopped anything online?
Total
By city By gender
18%
Ho Chi Minh Hanoi 21% 16%
23% 12% Male Female
(N = 162) (N = 162) (N = 163) (N = 161)
By age group By social class

82%
AB CD
50 - 59 60 - 69 70 - 79
27% 15% 3% 25% 15%
*The penetration of online shopper among people 18-
55 years old in HCMC and Hanoi is 86% (Q1 2019) (N = 158) (N = 102) (N = 64) (N = 112) (N = 212)
Q69: Have you shopped anything online in past 3 months? 72

* Source: Cimigo
On average, a senior online shopper will shop online 8 times a year
Have shopped anything online? (%) How often do you shop online? (%)
4
At least once a month
18%
Several times a year 8
82% Once a year or less 6
7.8 times/year (mean)

(Among people who shopped,
(Total, N = 324 respondents) N = 58 respondents)
Q69: Have you shopped anything online in past 3 months? How often? 73
For help in making better marketing choices contact
ask@cimigo.com
74

Cimigo Aging Silver Generation of Vietnam 18-10-21 Mefbea

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Cimigo Aging Silver Generation of Vietnam 18-10-21 Mefbea

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The aging silver generation of Vietnam

Total 324 respondents Population Sample

▪ CL: Confidence level ▪ Significant differences

Age profile in 000s

All 0-14 All 14-29 All 30-49 All 50+

Source: GSO, Global Demographics, Cimigo 7

Age profile of 50+ years in 000s

35,000 3% 2.9 million

30,000 8% 7.8 million

Marital status (%)

Total By age group

Q5. What is your marital status? – SR 12

Total By age group

14% 12% 16% 11%

47% 60% 34% 36%

34% 22% 43% 48%

Household members (Mean) 4.33 3.92 4.74 4.70

*The average household size in urban area in Vietnam in 2009 is 3.66

Q8. Who do you live with in your household? – MR 13

Education level (%)

Total By age group

Primary school Secondary High school Vocational College/

Q72. What is your educational level - SR 14

Occupation (%) By city By gender

43% Ho Chi Minh

Q20. What are your occupations at the moment (if any)? - MR 15

47% 39% 48% 38%

Q21. What is your main occupations at the moment (if any)? - SR 16

59% 22% 12%

Own business Employee (Blue)

Employee (White) Farmer

Q21. What is your main occupations at the moment (if any)? - SR 17

Population by sources of living (%)

Total By age group

Monthly personal income

*Average monthly personal income of in urban in 2018 is 5.62 (Mil VND)

Q23. What are your sources of living? – MR

Sources of living (%)

79% 70% 91%

% Any sources of income

Q23. What are your sources of living? - MR 19

Household facilities (%)

TV (general) Fridge Washing machine Air conditioner

HCMC: 98% HCMC: 89% HCMC: 80% HCMC: 52%

Q53. Household items? – MR 20

Household vehicles (%)

HCMC: 80% HCMC: 89%

Q53. Household items? – MR 21

Forms of moving (%)

Total By age group

Need others to 89% 96% 88% 74%

% Any self moving

Q51. What are forms of moving you are using? – MR 22

Total By city By gender

49% go to religious places

Q49. Which of following activities have you done in P3M? – MR 23

Do you household keep pets?

Total Total HCMC Hanoi

Dog 19% 22% 16%

Q19a. Do you keep pet? What pet do you keep? (MR) 24

Self perceived health status(%)

Total By age group

Q30. How do you feel about your health? - SR 26