What is Vietnamese Youth Lifestyle

Research Background

This survey clarifies the lifestyle of Vietnamese urban single youth, to

understand their lifestyle and help you market them better

Age: 20-29

Married status: Single

Occupation: Full-timer / Part-timer / Self-employed

Location: HCM / Hanoi

Number of respondents: 500

Agenda

Living

Job

Food / Drink

Digital

Fashion

News / Information

Activity

Living

Living: Who do you live with

47%

15%

11% 10% 8%

6% 3%

With my family By myself With my roommates

With mybrothers / sisters

With my friends With myrelatives

With my partner

53% live with their family or relatives and 38% share rooms

Who do you live with?

Likes

What do you like / dislike about where you live ? (Exlcuding those who live with family)

Living: Likes / dislikes

Dislikes

Convenient location

48%

Cleanness

43% Quietness

36%

Noisiness

20% Far from office

19%

Far from center

18%

6%

44%

28%

8%

1% 1%

12%

Less

than

500K

500K –

1M

1-2M 2-3M 3-5M 5M and

more

No rent

fee

Living: Rent

Average pricing of rent are

1,100,000 VND per month

* those who live with their family or relatives are excluded

How much do you pay for your rent?

42% youth are satisfied with

current life

Living: Satisfaction

Satisfied, 42%

Others, 36%

Unsatisfied, 22%

Are you satisfied with your life?

What are the things that you spend your money on (choose 3 )

Living: Things to spend money

47%

19%

40%

28% 27% 29%

26%

15%

33%

13%

3%

13%

4% 2% 2%

39%

46%

22% 24%

26%

22%

17%

31%

5%

16%

28%

9% 7%

4% 4%

42%

33%

30%

26% 26% 24% 24%

22% 20%

15% 14%

12%

6%

3% 3%

Female

Male

All

Send money home are top. Male spend for mobile / IT,

female for fashion

Items that youth thinks

spend too much

42% Mobile phones / IT

40% Fashion

34% House Rent

29% Food

24% Car/Motorbikes

56% Send money back

home

38% Health / Exercise

31% Financial Investment

26% Travel /

Leisure

22% Beauty / Salon

Living: Opinions on money control

Items that youth thinks

spend more

What are the things that you think you spend too much / would like to spend more?

71% youth sends money back

Living: Remittance

29%

8%

23%

20%

10%

4%

Do notsend

money

Less than500K VND

500K - 1MVND

1M - 2MVND

2M - 3MVND

More than3M VND

How much money do you send home? (those who live themselves only)

Job

Job: Job types and salary

Office staff, 25%

Consultant /

Accountant, 11%

Sales, 11%

Service, 10%

Engineer / Developer,

8%

Shop staff, 8%

Factory worker, 7%

Teacher, 4%

Marketing, 4%

Designer, 2%

Others, 11%

Job types

Lower than 3M VND,

16%

3M - 5M VND, 42%

5M - 7.5M VND, 26%

7.5M - 10M

VND, 9%

10M - 15M VND, 5%

15M and higher, 3%

Monthly salary

Job: Satisfaction

How much are you satisfied with your current job?

Satisfied, 16%

A little satisfied, 15%

Average, 45%

A little unsatisfied,

15%

Unsatisfied, 9%

31% are hapy with the job, 24% are unhappy

E-bicycle

Bicycle

Bus

Motorbike

Job: Transportation for work

How do you go to work?

79% 8% 7%

79% goes to work by motorbike

Job: Satisfaction / Dissatisfaction

34% 33% 30% 30% 28%

26% 26% 24%

16% 14%

7%

15%

48%

21%

14%

25%

19%

10% 9%

18%

6%

11%

Satisfied Dissatisfied

48% are not happy with the salary they receive

What are you satisfied / dissatisfied with your job?

Job: Satisfaction / Dissatisfaction

Top 3 reasons why unsatisfied people

are unhappy with the company

71% Salary

34% Benefit

27% Boss

45% Salary

40% Benefit

41% Skill development

Top 3 reasons why satisfied people

are happy with the company

Job: Side jobs

15% has a regular side job

and 57% has taken side

jobs before

Online shop 17%

Tutor 11% IT 11%

Do you do side jobs? / What kind of side jobs do you do?

2%

3%

3%

4%

5%

6%

6%

7%

9%

34%

Dance

MBA

Music-related

Management

Public speaking skill

Accounting

Exercises / Fitness

IT

Foreign languages(excluding English)

English

Job: Self-improvement

34% study English and

9% study other languages

What do you do in order to improve your skills at work?

Food & Drink

Cooking at

home

Bring lunch

box

Eat

outside

Buy outside & eat

at home / office

33%

47%

6%

21%

19%

27%

5%

20%

65%

26%

5% 24% 1%

6% 16% 3% 72%

64%

37%

2%

4%

31%

15%

7%

Breakfast

Lunch

Dinner

Weekday / Weekend

Food & Drinks: Eating behavior

9%

12%

12%

16%

23%

20%

44%

37%

70%

8%

12%

14%

15%

17%

18%

27%

33%

72%

Singapore restaurant

French restaurant

American restaurant

Italian restaurant

Thai restaurant

Chinese restaurant

Korean restaurant

Japanese restaurant

Vietnamese restaurant

Male

Female

Food & Drinks: Favorite Food

Vietnamese food are the popularity of dominance. Korean

is more popular female while Japanese is favorite of both

gender

What foods do you like to eat?

Food & Drinks : Favorite food chains

48% 43% 30%

29% 28% 27%

20% 18% 18%

What food chains do you like?

More than 30% of youth go to coffee shop everyday

10%

11%

14%

12%

9%

10%

35%

8%

8%

14%

14%

15%

11%

30%

Every day

Several time / week

2 - 3 times / week

Once a week

Once in 2-3 weeks

Once per month

Less than once / month

In-store Café Street Café

How often do you go to

coffee?

Food & Drinks : Preference of coffee

How often do you go to cafe?

Food & Drinks : Favorite coffee chains

42% 29% 17% 23% 30%

45% 20% 13% 14% 25%

Trung Nguyen

Coffee

Trung Nguyen

Coffee

Highlands

Coffee

Highlands

Coffee Starbucks

Coffee

Urban station

Coffee

THE COFFEE

HOUSE Du Mien Mien Dong Thao

Cong Ca Phe

HCMC

Hanoi

What cafes do you like?

1,400,000 VND / month

14%

30% 33%

15%

5% 2%

Less than

500K VND

500K - 1M

VND

1-2M VND 2-3M VND 3-4M VND More than

4M VND

Food & Drinks :

Monthly average spending

How much do you spend for food /

drinks monthly?

Digital

Digital: Device Ownership

85%

Smartphone

30%

66% 40%

79%

Tablet TV (inc.shared)

Notebook Desktop

What devices do you have?

32%

13%

10% 10%

19%

4%

7%

3%

9%

3%

28%

17% 16%

14% 13%

11% 10%

9% 7% 7%

Samsung Nokia Sony ASUS Apple HTC LG OPPO Others Lenovo

Female Male

Digital: Smartphone ownership

Samsung is most popular smartphone in Vietnam.

Apple is more popular among female and those who have

more incomes

What smartphones do you have? (smartphone owner only)

Digital: Internet / Facebook usage

2%

5%

12%

16% 15%

8% 9% 11%

21%

13%

23%

21%

14%

10%

6%

4% 2%

8%

< 30minutes

30 - 1hour

1 - 2hours

2 - 3hours

3 - 4hours

4 - 5hours

5 - 6hours

6 - 8hours

> 8 hours

Average daily usage of internet / Facebook

Internet Facebook

Average daily internet usage is 4.7 hours, while Facebook

usage is 2.5 hours

How long do you use internet / Facebook daily in average?

Digital: Popular communication tools

No.1

84% 80% 46% 45% 39%

36% 26% 22% 18% 15%

No.2 No.3 No.4 No.5

No.6 No.7 No.8 No.9 No.10

Facebook and Zalo are dominant top social communication

tools.

What messaging services do you use?

Digital: Facebook friends

Vietnamese youth has 460 Facebook friends in average

How many Facebook friends do you have?

Digital: Online shopping

80%

8%

12%

Yes, although it is irregular

Yes, I buy online regularly

No, I have never bought items online

Do you buy something online?

88% have bought things online, out of which 12% are the

regular online shopper

Do you buy things online?

0%

0%

8%

8%

8%

17%

33%

33%

50%

Health-related

Cosmetics

Flower

Food

Home appliances

Book

Travel related

Fashion items

IT products

Male

5%

5%

16%

19%

21%

28%

32%

72%

IT products

Health-related

Food

Travel related

Book

Home appliances

Cosmetics

Fashion items

Female

Digital: Item to buy online

- Female: Fashion / Cosmetics / Home appliances

- Male: IT products / Fashion / Travel related

What are the items that you buy online?

Fashion

Fashion

Fashion: Information source

69%

48% 42%

29% 22%

49% 41%

10% 9% 5% 3%

51%

39% 38%

20% 21% 29% 27%

11% 5% 4% 3%

Female Male

Online information is the information of most reference.

Female rely more on friends and window shopping

Where do you get information about fashion?

Fashion: Where to buy

50%

39% 38% 35% 35% 32%

23% 20% 20%

10% 4% 2%

22%

33% 34%

18%

30% 26% 28%

20% 14%

8% 4% 3%

Female Male

Female use local market and Facebook for purchase. Male

go to super market and fashion chain stores more.

Where do you buy fashion items?

How much do you care about fashion? (subtract the data of “I care very much” “I care”

Fashion: Levels of interest

Female attention to the category is much more than male.

Yes, 48%

No, 52%

Yes, 26%

No, 74%

Female Male

I know what kind of

fashion suit me

Fashion: Attention difference by gender

53

%

30

%

I pay attention to

what are hot in

fashions

34

%

I am okay as far as it

does not make me

look poor

Fashion:

Monthly average spending

850,000 VND / month

36% 38%

18%

6%

1% 1%

Less than

500K VND

500K - 1M

VND

1-2M VND 2-3M VND 3-4M VND More than

4M VND

How much do you spend on fashion monthly in average?

News / Information

Facebook is the most common source for Vietnamese youth

concerning latest news

80%

61%

42%

28%

19% 18% 18%

14% 11% 10%

5% 4% 3%

69%

63%

42%

23% 24% 21%

31%

15% 11% 17%

9% 7%

5%

Female

Male

News / Information: Source

Where do you get the latest information about news?

News / Information: Top source on internet

54% 54% 43%

41% 39% 30%

29% 20% 13% What are the sites that you use to get latest information?

Jobs and Friends are the most popular topics when chatting

with friends

Female Male

66% 59% 47%

46% 43% 40%

39% 36% 34%

55% 46% 37%

36% 36% 34%

32% 30% 27%

Jobs Friends Fashions

BF/GF Family Movies

Money Hot news on net Travel

Jobs Friends Family

Money BF/GF

Movies Travel News

What do you talk about with your friends?

News / Information: Hot topics

Hot news on net

Activities

Yes, 59%

No, 41%

Do you have boyfriend / girlfriend?

59% has the one to date with

Activity: Dating

Do you have boyfriend / girlfriend?

2%

4%

4%

5%

8%

10%

14%

14%

22%

23%

28%

35%

Dance

Golf

Yoga / Pirates

Tennis

Basket ball

Others

Martial arts

I don't play sports

Swimming

Gym

Jogging

Football

Male

2%

5%

5%

5%

5%

10%

12%

12%

13%

18%

30%

33%

Golf

Football

Tennis

Martial arts

Basket ball

Gym

Dance

Others

Yoga / Pirates

Swimming

Jogging

I don't play sports

Female

What sports do you do?

Activity: Sport

Male are more active than female

59%

46% 43%

32% 33%

24%

35%

25% 21%

17% 18%

13% 14% 15%

5%

45% 44% 44%

36%

29% 29% 28% 27% 24%

21% 19%

14%

9% 9% 7%

Weekday Weekend

Activity: Week day / weekend activities

Common weekend activities

Internet Sleeping Movies

What do you usually do on weekdays/ weekends?

Vietnamese youth are

actually lacking of

overseas experiences

Yes

20%

No 80%

Have you been to any foreign countries?

Activity: Overseas trip

JAPAN

26%

KOREA

16%

AUSTRALIA

3%

SINGAPORE

14%

UNITED

STATES 11% THAILAND

6%

EUROPE

17%

Activity: Countries to visits

Japan has the highest popularity among youth, to visit in the

future

Which country would you like to go if you have a chance?

About Q&Me Vietnam Market Research Service

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8% 8% 8% 8% 8% 7% 7%

7%

22%

0% 1%

18%

31%

22%

14%

7%

3% 3%

1%

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Stats Q&Me

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22%

51%

78%

49%

Stats Q&Me

Top 6 provinces Others

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Due to the utilization of online, our service is best suited for the survey

targeting 10’s – 30’s in urban areas

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