•Market research report: Behaviors and Life-style of Teenagers\' •Market research report :Kham pha hanh vi va loi song do tuoi Teen 10 - 19 tuoi

1. Marketing Research Association, USA
The first agency in Vietnam certified 20252 by British Standards Institute

2. Market research top-line January 2012
HCMC HA NOI DA NANG
Topic :
Behaviors and life-style of teenagers’

3. Introducing
 Viettrack is the news of FTA Research & Consultant, It is conducted base on a
monthly research. It aims at delivering comments, evaluations and perceptions of
respondents about present time’s economic situation as well as promotion
campaigns or products to producers and marketers. It is expected to help them to
have a deep understanding, thus offering better services to satisfy the unmet
demand of consumers.
 Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR code of conduct.
 Viettrack – January 2012 :
 Sample size: n = 300
 HCMC = Hanoi = Danang = n = 100
 Gender : Male, Female
 Economic class : ABCD
 Age : 10 – 19

4. ?
TEEN

5. CONTENTS
Habits and life-style
Entertainment Behaviors
Expenditure and shopping
Communicative habits

6. CONTENTS
Habits and life-style
Entertainment behavior
Expenditure and shopping
Communicative habits

7. Schedule on working days
* 06:00: getting up, doing personal stuff
* 06:30: having breakfast
* 07:00 – 11:00: going to school
* 11:30 – 12:00: having lunch
* 12:15: having lunch
* 13:00: taking nap, watching TV, surfing internet
* 14:00: learning at foreign language center, taking extra-class at school
* 17:00:hanging out with friends, going park, doing exercises
* 18:00: taking extra-class
* 18:00 – 18:30: having dinner
* 18:21 – 19:00: watching TV
* 19:00 – 20:00: studying
* 20:01 – 20:30: surfing internet, playing games
* 20:31: going to bed

8. Schedule on weekends
Surfing
Personal internet, Having lunch
stuff Having breakfast playing games
6:00 – 6:20 6:21 – 6:45 6:46 – 10:00 10:01 –10:30 10:31 –11:20 11:21 –11:45
Hanging out
with family / Watching TV
friends
Hanging out
Taking with friends at
Having lunch milk-tea shop Watching TV
nap
12:00 12:30 15:00 – 16:00 17:00 – 18:00
Going to cinema, Surfing internet,
going around with listening to
Having dinner friends music at home
18:00 – 18:30 18:30 – 19:00 19:00 – 21:00 21:00 - 22:00 22:00 – 23:00 23:00
Watching TV, Studying Going
listening to to bed
music at home

9. Fashion style
Fashion-style is one of the way for teenagers to express themselves. Thus, most of
them like dressing very trendy with their own style. Besides, it is very important to
express themselves by the way they choose and mix clothes. It’s almost alike to
teenagers in 3 big cities in Vietnam.
TOTAL HCMC HA NOI DA NANG
Expressing the personality through %
the way of dressing
Dressing both trendy and
personality
Trendy style
Dressing as the music idol or
actor/actress
Differentiation style
Just choosing premium & famous
fashion brand
N = 300 N = 100 N = 100 N = 100

10. Personal style and favorite color
At the current, Vietnamese teenagers are considered very active and up-to-date on
music, fashion, technology trend… It is shown on their clothes: simple, neat, teen and cute in 3 main colors :
white, black, red.
Korean style also affects on the ways that teenagers choose fashion style
White 62 %
TOTAL Black 50
Red 34
Simple dressed 64 Pink 23
Neatly dressed 41 Yellow 21
Youthful style 36 Green 19
Cute style 28
Blue 17
Korean style 23
Grey 16
Personality style 18
Orange 12
Vietnamese style 16
Differentiation style 15
Dard blue 10
Mordern style 13 Brown 9
Dynamic style 9 Violet 8
Formal style 4
Elegant style 4 Male Female
N= 150 150
Hiphop style 3 60 %
White 65
Traditional style 1 Black 65 36
European style 1 Red 31 36
Pink 9 38
Chinese style 1
Yellow 17 24
Green 15 23
N = 300

11. Favorite music
Vietnamese pop music is growing quickly and taking over most of teenagers in 3 big cities,
and they choose it as their music trend. While HCMC teenagers like European-US music, HN
& DN teenagers prefer to Asian music. The way they listen and accept those kinds of music
reflects their life-style in each city.
Total HCMC HN DN
MUSIC
N = 300 N = 100 N = 100 N=100
Vietnamese song 84 76 89 87
Asean song 39 30 40 46
Europen - US song 27 39 23 20
Kid song 12 15 9 12
Instrumental song 3 _ 7 1
Traditional song 2 _ 6 _

12. Favorite TVC & Reason of liking
TOTAL
Top favorite TVC
* Funny
Coca-cola
* Cute cows
Vinamilk – milking cow image * Original and new advertising
* Stimulate customers to try/buy their products
Pepsi
* Nice song
C2 Tea * Set off their brand names
Comfort Fabric Softener * Cute characters
* Funny
Gấu Đỏ Instant noodle
* Attractive images
Oreo Cookie * Warming – loving images
* Funny actors/actress
Omo washing powder * Cute actors/actress
Nescafe – Viet coffee
* Beautiful images
Ngon Khoe nutri fruit milk * Nice song
* Gathering – warming feelings
Fami soy bean milk * Funny
* With famous idol singer
Vinacafe
* Attractive images
N = 300
* Impressive slogan
* Lively images
Spontaneous recall
* Joyful feelings
The most favorite TVC * Attractive shape of bottle
* Express teenagers’ strength and style
The favorite TVC

13. Idols and most-loved cartoon
Most-loved cartoon characters is of Japanese and Walt Disney.
Image of Musical Princess and young Korean bands are teenagers’ idols.
Cartoon
characters Idols

14. CONTENTS
Habits and life-style
Entertainment behaviors
Expenditure and shopping
Communicative habits

15. Favorite entertainment activities
At home: The favorite entertainment activities mainly focus on high-tech products as
watching TV, listening to music and surfing internet.
Out of home : teenagers love to hanging out with friends or eating out or gathering drinking
milk-tea.
TOTAL HCMC HA NOI DA NANG
Watching TV
Listening to music
AT HOME
Online
Chatting with family member at home
Reading book
Reading newspaper/magazine
Exercise
Handing out with friend
Eating out
OUT OF HOME
Going to coffee/milk tea shop
Park walking
Supermaket
Going to the cinema
Going to music show
Shoping center
N = 300 N = 100 N = 100 N = 100

16. The differentiation in choosing entertainment
activities according
In each period time of growing, teenagers tend to choose different kinds of entertainment activities. In the age
of 16-19, they prefer listening music than watching TV. They like talking to family members and reading
newspaper more than the age of 10-15.
For outside entertainment, teenagers of the age 16-19 love going to cinema, shopping or having coffee or milk-
tea more than the age of 10-15.
10 - 15 16 - 19
TOTAL Male Female
Yrs old Yrs old
N = 300 N=150 N=150 N=150 N=150
HOME ENTERTAIN
Watching TV 98 99 96 98 97
Listening to music 93 93 94 90 97
Online 84 84 84 73 95
Chatting with family member at home 69 66 73 69 69
Reading book 63 63 63 69 57
Reading newspaper/Magazine 50 46 55 46 55
Exercise 44 54 35 45 43
OUTSIDE ENTERTAIN
Hand out with friend 92 91 92 85 98
Eating out 87 87 87 85 88
Going coffee/milk tea shop 79 74 85 69 89
Park walking 57 57 57 65 49
Supermarket 54 44 64 57 51
Going to the cinema 47 43 51 28 66
Shopping center 19 13 25 17 20

17. Whom teenagers often go with?
Teenagers love to do with friends for such the popular entertainment activities as going to cinema/
theatre, eating out etc…
While they tend to go with their families for travelling or shopping which require much expenditure
Going to
Going to
FAMILY theatre
cinema
or stage
Shopping at
super market
Going to
FRIEND coffee/
milk-tea
Going
around
Shopping at
department shop
store
Visiting
Eating Going friends or
Travelling out to park relatives
(TOTAL) Friends Family Sisters/ Brothers Alone
N = 260 Going to coffee/ tea shop 88 5 18 1
N = 212 Going around 76 9 16 9
N = 187 Going to cinema 73 13 14 1
N = 279 Eating out 71 22 31 5
N = 220 Park walking 69 16 22 5
N = 286 Visiting relatives/ friends 57 15 27 13
N = 113 Going to Music show 54 20 27 0
N = 216 Shopping at Super Market 21 54 39 5
N = 134 Travelling 19 63 31 2
N = 123 Shopping at department store 16 57 33 0

18. Favorite Food outlet
Eating on road-side is one of the most favorite food outlet that teenagers’ prefer across
3 big cities. Especially, teenagers in HCMC prefer the fast food more than others cities.
KFC is one of the first choice in fast food restaurant because of wide distribution in key
cities.
TOTAL HCMC HA NOI DA NANG
Road-side food shop
Indoor foodshop
School Canteen
Fast-food store
Restaurant
N = 279 N = 82 N = 100 N = 97
Fast-food
restaurant
N = 134 N = 53 N = 56 N = 25

19. Time for studying
Due to the rushing and bustling of urban life, especially in HCMC, there are many
families are busy with their own business. Hence, most of them can not have enough
time for taking care their children, to pick-up their children after school.
Thus, the rate of pupils who study full day in school is quite high in HCMC. This rate
is higher than Hanoi and Danang.
TOTAL HCMC HA NOI DA NANG
75
89 96 95 Half a day
25
11 4 5 Full day
N = 300 N = 100 N = 100 N = 100

20. Holidays behavior
HCMC teenagers take summer holidays nearly 2 months, while HN teenagers only
take summer holidays around 1.5 month. The remain time of the holiday, they may
attend extra-class.
In particular, DN teenagers take summer holidays nearly 2.5 months.
TOTAL HCMC HA NOI DA NANG
MEANS
Total months of rest on a
holiday season 1.94 1.99 1.55 2.28
3 months
2,5 months
2 months
Summer time
1,5 month
1 month
Under 1 month
N = 300 N = 100 N = 100 N = 100

21. Favorite activities in summer holidays
Most of teenagers are often handing out with friends, taking trips, attending foreign
languages class or studying elective class during the summer time.
There is no significant difference between these cities or gender or age group.
10 - 15 16 - 19
TOTAL HCMC HN DN Male Female
HOLIDAYS ACTIVITIES Yrs old Yrs old
N=300 N=100 N=100 N=100 N=100 N=100 N=150 N=150
Handing out with friends 72 64 76 75 68 75 67 77
Studying foreign languages 56 59 58 50 57 55 57 55
Going to coffee/milk tea shop 49 41 54 53 45 53 38 61
Studying elective subject 46 37 49 52 51 41 54 38
Travelling 38 30 66 17 37 38 34 41
Singing karaokeo 31 20 27 45 28 33 19 42
Hometown visit 23 19 25 25 21 25 23 23
Review studying in school 15 10 35 1 21 9 20 11
Studying computer 14 17 20 6 13 15 14 15
Studying social course 13 6 21 12 16 10 17 9
Joining social activities 13 24 8 8 11 15 14 13
Sport 10 10 13 6 13 7 11 8
Joining aptitude course 3 2 4 4 3 4 5 1

22. CONTENTS
Habits and life-style
Entertainment behaviors
Expenditure and shopping
Communicative habits

23. Monthly Expenditures
Teenagers often spend average 930,000 per month. Teenagers in HCMC spends more than Hanoi
& Danang. The age group 16-19 spend more than the younger group (10-15).
The expenditure mainly focus on studying, eating & entertainment.
There is no significant difference across 3 key cites & gender.
TOTAL HCMC HA NOI DA NANG
Total Expenditure (VND)/
939,683 1,135,500 956,350 727,200
month (Means score)
Studying 0
0
0
Entertainment
Eating
Shopping
N = 300 N = 100 N = 100 N = 100
Other
Rate: % MALE FEMALE 10-15 16-19
t16 – 19
Total Expenditure (VND)/ month Yrs Old
933,033 946,333 713,033 1,166,333
(Means score)
Studying 0
0
0
Entertainment
Eating
Shopping
N = 150 N = 150 N = 150 N = 150
Other
Rate: %

24. The role in decision making & purchasing
Most of expenditures spend for eating & entertainment, they are the key decision maker &
purchasers.
Regarding the technology products and studying course, teenagers tend to ask advices from
others. This finding helps marketers define target customers and influencers, so that having a
right communication channel
TOTAL
I am decision maker for both choosing and 14 18 19
purchasing goods/services 26 25 28
18
I will purchase whatever products/services I like 17
61 28
28 14 35
I consider some others ideas but I am still the 30
final decision maker 34
12
20
My family members will buy the products/services 7 13
24 17 3
according to my choice
31 16 13 6
5 2
I am not the decision maker of choosing and 11 31
7
purchasing any goods/services 13 18 21
5 11 11
21 5
Don't know
Based on total respondents N = 300

25. Aware & influence sources in decision making
As the above mention, teenagers are often watching TV. Hence, they mainly get
awareness on the new products/ information from TV/ TVC. In addition, WOM from
friends is also an important source.
TOTAL HCMC HA NOI DA NANG
TVC
Recommendation from friends
POSM
Seller/ PG
Recommendation from relatives
Sample
Internet
Banner/Flyer
Print Ad
Outdoor advertising
Bus/ Bus station
Supermarket Frame/LCD
Frame/ LCD at cinema
Frame/ LCD at building
Exhibition
N = 300 N = 100 N = 100 N = 100
Influence Aware Based on total respondents

26. CONTENTS
Habits and life-style
Entertainment behaviors
Expenditure and shopping
Communicative habits

27. Channel TV
Yeah 1 TV channel is the most popular channel for HCMC teenagers, this rate is
quite less rating in HN & DN, because it’s not a national channel.
HN and DN teenagers usually watch VTV3, it dominates over HCMC.
TOTAL HCMC HA NOI DA NANG
HBO
VTV3
Star Movie
Yeah 1
Yan TV
VTV1
Cinemax
Disney Channel
HTV3
HTV7
Cartoon Network
N = 300 N = 100 N = 100 N = 100

28. TV programs
Most of teenagers like entertainment channels such as films, music, cartoon… In particular,
HN & DN prefer to watch game show, but it’s low rate in HCMC.
It seems HCMC is one of areas that there are multiple outside entertainment places. Hence,
they spend less time for watching TV.
TOTAL HCMC HA NOI DA NANG
Films
Music
Cartoon
Game show
News
TVC
Play
Reality Show
Program about natural world
Talk show
Sport
Television magazine program
Document film
N = 300 N = 100 N = 100 N = 100

29. Newspaper/ magazines most often reading
Hoa Hoc Tro is the top magazine across 3 cities. In particular, teenagers in
HCMC prefer to read Muc Tim because it’s published from HCM. While,
teenagers in Hanoi read 2! Hoa hoc tro more than HCMC & Da Nang
TOTAL HCMC HA NOI DA NANG
Hoa Hoc Tro
Tuoi tre cuoi
2! Hoa hoc tro
Muc tim
Tuoi tre
Tiep thi gia dinh
Thanh nien
Hoa hoc tro
Thoi trang tre
The thao van hoa
N = 203 N = 63 N = 97 N = 43
Based on all respondents

30. Favorite books
Japanese comic books is rated as the top reading books across 3 cities.
At the current, more & more teenagers like to read Vietnamese comic
books. This is a good signal for Vietnamese comic books.
TOTAL HCMC HA NOI DA NANG
Funny story
Japanese comic book
Vietnamese comic book
Reference book
Short story
Fairy tale
Science book
Literary novel
Swashbuckler
Historical novel
N = 234 N = 77 N = 100 N = 57
Based on all respondents

31. Purpose of using internet
Most of teenagers surf internet mainly for entertainment. Listening to music, playing
online games and chatting/making friends get the highest rate.
In particular, HN teenagers surf internet for the main reasons that are reading news and
getting more information. They tend to get information more than entertainment.
TOTAL HCMC HA NOI DA NANG
Listening to music
Playing game
Connecting with friends by social
networks
Reading/ update news
Studying
Online shopping
N = 261 N = 86 N = 98 N = 77

32. Websites
Correlation in the purpose of using the internet of teenagers, the popular websites
are also a group of searching, music or making friends on social network.
Top 5 of the most popular websites such as Google, Yahoo, Zing, Youtube &
Facebook are not significant difference in rating across 3 cities
TOTAL HCMC HA NOI DA NANG
Google.com.vn
Yahoo.com/ Yahoo.com.vn
Zing.vn
Youtube.com
Facebook.com
Nhaccuatui.com
Kenh14.vn
Vnexpress.net
24h.com.vn
Dantri.com.vn
Trochoiviet.com
Nhac.vui.vn
Ngoisao.net
N = 261 N = 86 N = 98 N = 77
Based on all respondents

33. SUMMARY

34. HCMC Teenager portrait
Studying
We take summer holidays in Style
nearly 2 months, other rest time I like dressing very trendy with
we use it for reviewing of my own style which can express
studying and joining aptitude my personality with 3 favorite
course colors are red, white and black.
Expenditure habits
The average amount of Entertainment
teenagers monthly expenditure My main activities are studying
is around 1,000,000 – 1,100,000 and entertainment. For
VND (based on ABCD class). relaxing, I like watching
Almost our expenditures are TV, Eating out, going for
decided ourselves except coffee/milk tea. I like Fast-food
choosing learning course or and used to enjoy so many
buying high value product as famous brands of fast-food.
high-tech product.
Music and idol
I like Vietnamese song and
Communication European-US song. When
I like watching TVC, especially watching TV, I like music
funny TVC or TVC with nice channel, especially Yeah 1 and
music. I tend to purchase Yan TV Channel
something as the impaction of
TVC and friends suggestions.
Online – Reading habits
I am online for listening to
music and playing game
I like Muc Tim and Hoa Hoc Tro
newspaper

35. HN Teenager portrait
Studying
Style
We just take summer holidays in
I like dressing very trendy with
nearly 1.5 months, other rest
my own style which can express
time we use it for review
my personality with 3 favorite
studying and joining aptitude
colors are red, white and black.
course
Expenditure habits Entertainment
The average amount of My main activities are studying
teenagers monthly expenditure and entertainment. For relaxing,
is around 950,000 VND. Almost I like watching TV, Eating out,
our expenditures are decided going for coffee/milk tea.
ourselves except choosing I like watching film on HBO
learning course or high value channel and also like game
product as high-tech product. show very much.
Communication
Music and idol
I like watching TVC, especially
I like Vietnamese song and
funny TVC or TVC with nice
Asian song, especially I love
music. I tend to purchase
Korean music band
something as the impaction of
TVC and friends suggestions. Online – Reading habits
I am online for reading news
and listening to music
I like Hoa Hoc Tro Newspaper

36. DN Teenager portrait
Studying Style
We take summer holidays in I like dressing very trendy with
nearly 2.5 months, longer than my own style which can express
both HN and HCM my personality with 3 favorite
colors are red, white and black.
Expenditure habits
The average amount of Entertainment
teenagers monthly expenditure My main activities are studying
is around 730,000 VND. Almost and entertainment. For
our expenditures are decided relaxing, I like eating out. I am
ourselves except choosing high not using Fast-food much, but
value product as high-tech the most using is KFC
product. I like watching film on HBO
channel and also like game
show very much.
Communication
I like watching TVC, especially
funny TVC or TVC with nice
music. I tend to purchase Music and Idol
something as the impaction of I like Vietnamese song and
TVC and friends suggestions. Online – Reading habits Asian song, especially I love
I am online for the main Korean music band
purpose of reading newspaper
and listening to music
I like Hoa Hoc Tro and Muc Tim
Newspaper

37. SUMMARY
Teen is in the age which have many changes in physiological because it is in the interspace of
Kids and young adults. In this period of life, teenager begin to have the difference views of life
and everything happen around them. Thus this changes impact on their mind of perceiving the
information, life activities, entertainments and behaviors as well. This research provides us an
overview of a teenager portrait:
Life activities:
‒ Most of teenager’s activities related to Studying and Entertainment. These two
activities occupy the highest concentration of teenagers.
The sphere of teenager’s social connection seems just limit in School and Family. These
connection sphere can be group into two channel: Normal society and online society, which
is chosen as most favorite entertain channel. From this view, marketers can take
advantages of using digital tools for their marketing campaign.
Teenager traits:
‒ They are the objectives of innovative behavior with early acceptance of change and
adoption of innovation, especially in accepting the trendy of music, fashion, sport and
cuisine.
‒ They have the need for uniqueness with the tendency to present their personalities
through showing off their differentiation and style in their appearance and their
aptitude.
 Help marketers to develop their products be more appropriate with teenager desires.

38. SUMMARY
Expenditure
‒ Because of still depending on their parents in financial aspect, thus teenagers tend to
choose the product which is appropriate with their style and financial abilities, they
will choose the products with reasonable price instead of a premium branded
products. And the expenditure mainly focus on studying, and eating rather than
shopping.
Producing the premium product for teenagers is really a challenge for the producer
because of their habits in choosing brand or product. This result shows that teenagers
care much on eating out that it could be explained many franchises on fast food &
beverage are successful is this segment.
Entertainment
‒ Teenagers prefer meeting friends and relaxing by using high-tech machine and
online.
 Teenagers is one of attractive target in technology and innovation products. In
addition, the tendency of using internet is growing fast in recently, thus it is a remarkable
points for marketer to consider the digital marketing activities for teenagers.
Communication
 Teenagers seem are visualizers than verbalizers. Thus, the key message to teenagers
should be fun, young & easy to understand.

39. We thank you & cordially invite you to
join our & panel to get free monthly
market research information & methodology updating
Mail to: viettrack@fta.com.vn
Call: 84 8 3514 2584, ext: 116
for Ms. Dang Thi Thu Thao– CRM Department
Or visit: www.ftaresearch.com

40. Marketing Research Association, USA
The first agency in Vietnam certified 20252 by British Standards Institute