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Market research top-line Oct. 2012
HCMC HA NOI DA NANG
Men’s behavior & drinking habit
THEME:
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About:
Viettrack is a monthly consumer research report of FTA Research & Consultant, aims to deliver
opinions, evaluations and perceptions of consumers about various topics including economic
situation, new trends, products & services etc.
We do hope that Viettrack could help producers and marketers feel the breath of consumers,
from which find out the most appropriate way to satisfy the consumers’ needs which is
increasingly sophisticated.
Viettrack is done according to ISO 20252:2006, the international quality standard in market
research and ESOMAR code of conduct.
Viettrack - October 2012:
Sampling size : N=300;
HCM = HN = DN = 100
Sex: Male
Economic class: ABCD
Age: 18 - 49
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Product usage
88
98
62
95
83
90
44
93
99
62
90
20
77
49
73
9
70
87
48
85
14
58
33
63
5
58
72
Wine
Beer
Draught Beer
Energy Drink
Fruit juice
Instant coffee
RTD Coffee
RTD Tea
CSD
Drank before Drank in the last 3 months Drank in the last 1 month
96
98
61
100
99
97
49
99
99
58
89
18
84
79
80
17
85
93
33
81
11
52
55
66
9
64
73
98
100
72
99
91
98
64
94
100
87
94
24
86
40
85
7
52
88
85
91
22
81
37
80
5
51
86
69
95
52
86
60
76
18
86
97
42
88
18
62
29
55
2
74
80
27
82
10
42
8
43
60
58
Overall HCMC Hanoi Danang
N=300 N=100 N=100 N=100
Beer, instant coffee and CSD are the most popular drink toward male customers.It seems to be wine and energy drink are more preferred in Hanoi comparing to HCMC and
Danang.
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Time of usage
3
18
16
75
42
19
12
14
17
13
63
67
12
50
73
72
33
46
42
38
52
12
58
54
78
72
67
18
19
24
12
18
20
Wine
Beer
Draght beer
Energy drink
Fruit Juice
Instant coffee
RTD Coffee
RTD Tea
CSD
Morning Afternoon Evening Night
Overall HCM Hanoi Danang
2
6
16
20
81
47
17
11
5
11
11
79
77
13
47
81
86
35
43
28
43
52
15
12
54
54
93
87
94
17
24
25
20
20
20
10
74
14
6
5
25
20
21
61
45
11
71
58
60
38
62
79
27
50
13
14
42
43
58
36
29
7
3
8
10
11
6
18
14
67
100
30
23
5
21
47
69
13
74
70
19
32
48
55
6
73
68
100
97
89
34
28
46
50
22
28
Wine and Beer are mostly used at night time. However, in Hanoi, most of male consumers drinkbeer at evening time, while instant coffee is chosen for morning time.Beside, consumers often use energy drink, RTD Tea and CSD on the afternoon.
N=300 N=100 N=100 N=100
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Frequency of usage
Wine Beer Draughtbeer
Energydrink
Fruit juice Instantcoffee
RTDcoffee
RTD tea CSD
3 4 7 7
32
21
4 7
10 8
5
13 9
18
1517
24 30
30
3336
28
36 42 35
23
29
28
2620
14
14
2120
23
17
14
12
13
5
14
10 1510
9
16
6 12
37 46 3 7
3 3
14
2 4
Less than once a month
Once a month
2-3 times per month
Once a week
2-3 times per week
4-6 times per day
Daily
Instant coffee is a popular weekly choice for male consumers. Beside, in respect of other
drinks, average usage is 2-3 times/week .
N=187 N=273 N=43 N=232 N=100 N=220 N=14 N=175 N=261
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Drinking place - Overall
70
28
28
17
54
43
Quan nhau
Restaurant
Food stalls
Disco/Bar/Club/Karaoke
Coffee Shop
Home
Friends/Relatives' Home
77
34
28
27
53
49
70
20
20
8
18
22
5
7
25
10
44
56
20
2
8
18
9
46
67
13
Wine Beer Draught beer Energy drink Fruit juice
N=187 N=273 N=60 N=232 N=148
On-premise
Off-premise
Alcohol drinks such as beer/wine are often used in on-premise, especially in “Quan nhau” whileother soft drinks are drunk mostly in off-premise such as at home or friend’s home.
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Drinking place - Overall
4
4
23
69
8
Quan nhau
Restaurant
Food stalls
Disco/Bar/Club/Karaoke
Coffee Shop
Home
Friends/Relatives'Home
2
3
22
10
53
64
19
5
8
30
12
41
62
22
RTD coffee RTD teaCSD
1
2
2
2
52
68
8
Instant coffee
N=26 N=220 N=211 N=261
On-premise
Off-premise
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Drinking partner - Overall
10
83
23
26
54
12
2
Alone
Friend/Colleague
Neighbour
Customer
Relative
Parents
Lover/Wife
11
90
24
21
57
16
3
7
75
23
27
43
2
3
60
68
10
3
19
7
17
61
69
7
1
20
6
20
Wine Beer Draughtbeer
Energydrink
Fruit juice
Liquor such as wine and beer are mostly used in friend gathering occasion, they rarely drinkalone.
However, other type of drinks, they could drink alone or with friend/colleague.
N=187 N=273 N=60 N=232 N=148
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Drinking partner - Overall
77
27
0
4
8
4
8
Alone
Friend/Colleague
Neighbour
Customer
Relative
Parents
Lover/Wife
65
68
8
4
21
10
18
62
65
10
5
25
8
14
RTD Coffee RTD Tea CSD
61
57
8
5
16
4
9
Instant Coffee
N=26 N=220 N=211 N=261
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Brand Usage – CSD.
79
65
26
15
9
9
8
4
4
1
50
27
4
2
1
1
1
1
Coca-Cola
Pepsi
7UP
Fanta
Mirinda
Sprite
Big cola
Xa Xi VinhHao
ChuongDuong
Bidrico
Have drunk in the last 3 months Drink most often
84
78
53
9
7
11
20
11
11
1
39
42
6
3
2
2
1
79
63
10
22
5
2
65
22
1
3
1
75
55
15
15
15
15
4
1
2
47
17
4
3
1
2
1
HCMC
Coca-Cola is a most popular CSD, especially in Hanoi.
N=261 N=93 N=88 N=80
Hanoi DanangOverall
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Brand Usage – Beer
61
28
26
8
26
28
26
13
3
5
27
6
6
2
7
20
16
2
Heineken
Tiger
333Green Sai
Gon
Red Sai Gon
Ha Noi beer
Green Larue
Red Larue
Zorok
Sapporo
Have drunk in the last 3 months Drink most often
68
42
46
5
55
3
3
2
2
15
37
8
15
20
1
69
17
1
3
80
2
29
3
1
60
1
45
26
31
16
23
73
36
6
1
15
6
3
3
2
46
7
HCMC Hanoi Danang
In HCMC, Heineken is the most popular drink. But in Hanoi, consumers prefer Hanoi beer as theirfirst choice. Beside that, Danang people choose green Larue.
N=273 N=89 N=96 N=88
Overall
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Brand Usage – Wine
45
8
9
30
5
2
37
2
3
18
Vodka
Red/white Wine
Whisky
Vietnamese wines
Rum
Brandy
Gin wine
Have drunk in the last 3 months Drink most often
30
4
9
38
5
4
1
21
2
3
26
1
2
74
8
14
33
5
3
63
1
5
17
1
30
13
5
19
5
26
2
12
2
HCMC Hanoi Danang
In Hanoi, Vodka is the most popular drink. But in HCMC, it seem Vietnamese wines are morepopular than others.
N=187 N=58 N=87 N=42
Overall
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Brand Usage – Instant Coffee
47
49
26
3
2
27
38
8
1
Nescafe
G7 (TrungNguyen)
Vinacafe
Moment(Vinamilk)
Maccoffee
Americafe
Have drunk in the last 3 months Drink most often
52
62
34
2
27
46
8
47
57
23
1
2
25
49
9
1
43
27
22
6
4
1
29
18
7
2
HCMC Hanoi Danang
Nescafe and Trung Nguyen café are the most popular drink in all locations. Especially, in Hanoi andHCMC, Trung Nguyen café is ranked at top. However, in a general view, Nescafe is a dominant
brand comparing to other in the Danang market.
N=220 N=80 N=85 N=55
Overall
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Brand Usage – Energy Drink
52
44
45
9
4
2
1
27
22
27
1
1
Sting
Number 1
Red Bull
Samurai
Lipovitan
Red Tiger
Buffalo
Sumo
Have drunk in the last 3 months Drink most often
65
61
55
4
1
1
3
27
29
30
45
37
44
15
1
5
27
22
33
1
1
1
47
35
36
9
10
1
28
15
17
2
1
HCMC Hanoi Danang
Therefore, this 3 brands have a highest demand among other in Energy drink market.
N=232 N=84 N=86 N=62
Total
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Source of Information - Overall
92
30
19
2
48
46
48
Television Advertising
Internet Advertising
Newspaper/Magazine
Radio
Outdoor advertising(poster, signboard)
Instore advertising
Word of mouth
64
25
13
2
39
49
65
19
9
42
72
78
18
15
1
36
40
41
81
21
19
2
43
41
44
CSD Beer Wine Coffee Energy drink
Almost people get to know a new brand of drink through television advertising. However, liquor isoften noticed by word of mouth such as from friends, relatives.
N=261 N=273 N=187 N=220 N=232
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Source of Information - HCMC
96
38
27
3
75
46
22
Television Advertising
Internet Advertising
Newspaper/Magazine
Radio
Outdoor advertising(poster, signboard)
Instore advertising
Word of mouth
85
37
19
3
57
46
54
26
16
29
78
84
24
18
4
59
41
24
87
21
18
4
66
38
16
CSD Beer Wine Coffee Energy Drink
N=93 N=89 N=58 N=80 N=84
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Source of Information - Hanoi
84
22
13
1
19
35
57
Television Advertising
Internet advertising
Newspaper/Magazine
Radio
Outdoor advertising(poster, signboard)
Instore advertising
Word of mouth
46
23
9
1
23
49
69
14
2
45
71
61
15
11
0
13
31
52
67
13
13
2
15
40
59
CSD Beer Wine Coffee Energy drink
N=88 N=96 N=87 N=85 N=86
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Influence Sources - Danang
95
30
16
1
48
56
68
Television Advertising
Internet advertising
Newspaper/Magazine
Radio
Outdoor advertising(poster, signboard)
Instore advertising
Word of mouth
61
14
11
0
39
51
71
19
14
52
64
96
13
18
0
38
51
49
90
31
31
0
50
48
60
CSD Beer Wine Coffee Energy drink
N=80 N=88 N=42 N=55 N=62
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Influence factors toward choices of brand - Overall
Reasonable price (55%) Origin (54%) Trusted brand by family
and friend (52%) Alcohol concentration
(51%)
Reasonable price (66%) Origin (53%) Trusted brand by family and
friend (49%) Branded (42%) gas percentage (37%)
Alcohol concentration (54%)
Origin (52%) Trusted brand by family and friend (51%) Reasonable price (47%)
Scent (49%) Origin (46%)
Strong (bitter) taste (42%) Reasonable price (41%) Branded (35%)
Reasonable price(46%) Origin (44%) Branded (40%)
Beer
CSD
Wine
Energy Drink
Instant coffee
Price is the most influence factors toward almost customer’s choice of brand such asbeer, energy drink and CSD. Beside that, in term of wine, alcohol concentration is morelikely important. Additionally, coffee’s scent is more significant comparing to its price.
And the last but not least, the origin of product is the most popular factors that
consumers are usually concerned when purchasing drink products.
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Occasion of Usage - Overall
56
56
40
10
29
52
Birthday party/Wedding/ Anniversary
Friends gathering
Family garthering
Customer meeting
Holiday/Vacation
Others (Anytime)
76
82
59
26
12
20
55
67
43
24
6
18
10
54
16
15
7
61
28
46
22
9
22
70
CSD Beer Wine Coffee Energy drink
Common drinks such as coffee and energy drink can be used in anytime while liquor and CSDare more likely to be used in friend gathering occasion and big event such as wedding.
N=261 N=273 N=187 N=220 N=232
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Occasion of Usage - HCMC
59
72
46
16
51
50
Birthday party/Wedding/ Anniversary
Friend gathering
Family gathering
Customer meeting
Holiday/Vacation
Others (Anytime)
92
90
64
40
12
7
71
85
41
26
7
10
6
80
19
16
5
53
16
61
20
8
31
6
CSD Beer Wine Coffee Energy drink
N=93 N=89 N=58 N=80 N=84
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Occasion of Usage - Hanoi
49
39
33
8
11
47
Birthday party/Wedding/ Anniversary
Friend gathering
Family gathering
Customer meeting
Holiday/Vacation
Others (Anytime)
48
67
42
21
13
18
47
54
39
23
9
20
6
31
14
19
11
57
29
23
11
11
14
66
CSD Beer Wine Coffee Energy drink
N=88 N=96 N=87 N=85 N=86
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Occasion of Usage – Da nang
60
56
41
4
23
60
Birthday party/Wedding/ Anniversary
Friend gathering
Family gathering
Customer meeting
Holiday/Vacation
Others (Anytime)
89
92
74
18
11
35
50
69
52
24
0
24
22
51
16
6
4
82
45
57
39
8
23
79
CSD Beer Wine Coffee Energy drink
N=80 N=88 N=42 N=55 N=62
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Beer Drinking habit
83
17
76
10
50
7
41
2
Bottle330/335/350 ml
Bottle 500ml
Can 330/350/355ml
Can 500ml
Often drink Drink most often
Overall
96
8
99
16
54
45
HCMC Hanoi Danang
69
23
60
5
51
32
85
21
72
8
46
47
6154
7
5
8
6
3
17
189
29
14
27 24 2731
25 30 1926
11 1016
6Less than 1 bottle per week
1-3 bottle per week
4-6 bottle per week
7-9 bottle per week
10-14 bottle per week
15-19 bottle per week
More than 20 bottles eachtime
Beer such as bottle beer and can beer from 330-350ml have higher demand comparing to
other. It seems to be that HCMC and Danang people drink more beer than Hanoi people.
N=273 N=89 N=96 N=88
Package Type
Volume of consumption
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Cost per purchase of beer/wine - Overall
44
19
57 56
31
40
20
33
14
18
17
87
14
53
5From 1,000,000 and more
700,000 - 799,000 VND
600,000 - 699,000 VND
500,000 - 599,000 VND
400,000 - 499,000 VND
300,000 - 399,000 VND
200,000 - 299,000 VND
100,000 - 199,000 VND
< 100,000 VND
Overall HCMC Hanoi Danang
60 5954
74
1614
18
1410 147
10
5 12
3 59
Overall HCMC Hanoi Danang
People from HCMC spend more for beer/wine comparing to people in Hanoi and Danang. Almostpeople from Hanoi and Danang spend less than 100,000 vnd per time drinking beer while people
from HCMC average spending cost is from 100,000 – 200,000 vnd. Average cost of 1bottle of wine is usually less than 100,000 vnd.
Beer (per time) Wine (per bottle)
N=273 N=89 N=96 N=88 N=187 N=58 N=87 N=42
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42
50
64
71
18
10
11
35
26
Fruit
Stir fry vegetable
Pork bologna
Peanut/bean
Nothing
Use Often use
Snack to use with beer/wine
54
54
52
71
17
17
11
24
30
38
65
69
66
21
8
19
33
19
34
30
71
78
16
5
3
47
29
Overall HCMC Hanoi Danang
Men are preferred peanut and pork bologna to drink with alcohol. There are not much differentbetween locations.
N=275 N=90 N=96 N=89
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Expenditure this year VS last year – CSD
19 19 17 20
5952 58
69
2229 25
11This year, I spend more on this drink comparing to last year
This year and last year, I spend anequivalent amount on this drink.
This year, I spend less on this drink
comparing to last year.
HCMC
N= 261 N= 93 N= 88 N= 80
This year and last year, almost people spend an equivalent amount on soft drink.
Hanoi DanangOverall
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Expenditure this year VS last year – Beer
18 2315 17
48 37 5847
3439
2736
This year, I spend more on this drink comparing to last year
This year and last year, I spend anequivalent amount on this drink.
This year, I spend less on this drink comparing to last year.
HCMC
N= 273 N= 89 N= 96 N= 88
Consumers spend an equivalent amount in this year and last year for beer. Especially, maleconsumers in HCMC spend more than the other 2 locations.
Hanoi DanangOverall
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Expenditure this year VS last year – Wine
2733
19
33
5348
56
52
20 1924
14This year, I spend more on this drink comparing to last year
This year and last year, I spend anequivalent amount on this drink.
This year, I spend less on this drink comparing to last year.
HCMC
N= 187 N= 58 N= 87 N= 42
As can be seen, consumers also spend an equivalent amount for wine in this year and last year.
Hanoi DanangOverall
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Expenditure this year VS last year – Instant Coffee
16 10
24
9
6568
57
75
20 23 19 16This year, I spend more on this drink comparing to last year
This year and last year, I spend anequivalent amount on this drink.
This year, I spend less on this drink
comparing to last year.
HCMC
N= 220 N= 80 N= 85 N= 55
Almost people spend an equivalent amount for instant coffee and energy drink in this year
and last year.
Hanoi DanangOverall
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Expenditure this year VS last year – Energy Drink
15
7
25
10
7179
55 84
14 1420
7This year, I spend more on this drink comparing to last year
This year and last year, I spend an equivalentamount on this drink.
This year, I spend less on this drink comparingto last year.
HCMC
N= 232 N= 84 N= 86 N= 62
Hanoi DanangOverall
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Preferred promotion type – CSD
35
31
30
29
27
26
25
23
23
20
Bigger size with the same price
Mobile phone
Computer/ laptop
Bonus the same product brand
Motorbike
Car
Discount on the product price
Smart phone/Iphone/Ipad
Camera
Gold metal
40
27
15
37
14
11
29
8
10
3
24
27
28
19
21
24
11
23
21
15
40
39
49
31
49
46
34
43
40
45
Overall HCMC Hanoi Danang
In the respect of CSD, the most preferred promotion type is bigger size with the same price ormobile phone. In a general point of view, Hanoi people has less care about promotion programcomparing to HCMC and Danang people.
N= 261 N= 93 N= 88 N= 80
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Preferred promotion type – Beer
35
34
32
29
29
28
26
26
24
23
Mobile phone
Computer / Laptop
Motorbike
Smart phone/Iphone/Ipad
Car
Discount on the product price
Fridge/ air-conditioning/washingmachine
Camera
Bonus the same product brand
Bigger size with the same price
34
26
37
19
23
37
12
16
15
14
29
21
10
26
12
13
18
20
16
24
43
56
50
43
53
35
50
42
42
32
Overall HCMC
Mobile phone and Laptop are the most preferred promotion when consumers purchasing beer.
N= 273 N= 89 N= 96 N= 88
Hanoi Danang
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The most preferred promotion – Wine
33
24
21
21
21
20
18
17
17
16
Discount on the product price
Mobile phone
Smart phone/Iphone/Ipad
Motorbike
Computer/Laptop
Bigger size with the same price
Camera
Car
Gold metal
Bonus the same product brand
55
19
19
24
10
9
16
9
3
21
22
22
22
14
16
31
16
15
14
13
24
33
24
31
45
12
26
33
43
17
Overall HCMC
In term of alcohol, promotion such as direct discount on the product’s price or a mobile phoneare more effected.
N= 187 N= 58 N= 87 N= 42
Hanoi Danang
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Preferred promotion type – Instant Coffee
36
26
25
24
21
20
18
15
15
13
Bonus the same product brand
Discount on the product price
Bigger size with the same price
Mobile Phone
Computer/Laptop
T-shirt/ Helmet/ Fashion cap
Smart phone/Iphone/Ipad
Car
Gold metal
Camera
41
35
20
19
4
28
6
5
1
10
21
8
28
25
25
7
26
11
14
6
53
40
27
29
38
27
24
36
36
29
Overall HCMC
The most effected promotion for common drinks such as instant coffee and energy drink is addingbonus product with same brand.
N= 220 N= 80 N= 85 N= 55
Hanoi Danang
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Favorite promotion type – Energy drink
34
31
28
27
19
19
18
18
18
17
Bonus the same product brand
Discount on the product price
mobile phone
Bigger size with the same price
Computer/Laptop
Smart phone/Iphone/Ipad
Motorbike
T-shirt/ Helmet/ Fashion cap
Car
Camera
38
38
25
30
11
6
7
21
8
7
23
20
17
24
15
17
16
12
11
8
44
37
48
27
36
37
36
23
40
44
Overall HCMC
N= 232 N= 84 N= 86 N= 62
Hanoi Danang
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MEDIA HABIT
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Favorite activities
70
67
65
64
49
46
40
39
37
36
Watch movie at home
Drink and party with friends
Coffee with friends
Listen to music
Searching Internet
Read Newspaper/Magzine
Play Sport
Watch Sport
Visit friends
Play Computer Games
82
63
71
79
56
50
32
39
41
38
58
53
39
45
38
33
48
31
40
36
69
86
85
67
54
54
39
47
31
35
Overall HCMC Hanoi Danang
N=300 N=100 N=100 N=100
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Watching TV hour
61
59
55
52
40
28
27
22
19
14
20h01 - 21h00
19h01 - 20h00
21h01 - 22h00
18h01 - 19h00
22h01 - 23h00
11h01 - 12h00
12h01 - 13h00
17h01 - 18h00
23h01 - 24h00
0h01 - 1h00
64
53
53
35
41
19
5
28
20
22
66
64
63
61
42
15
31
15
28
9
53
60
50
61
37
49
45
22
9
11
Overall HCMC Hanoi Danang
N=300 N=100 N=100 N=100
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Popular TV channel
81
79
60
56
46
43
39
34
29
23
HBO
VTV3
VTV1
Star Movie
HTV7
HTV9
VTV2
Star Sport
Cinemax
Danang
82
50
40
67
65
57
29
25
45
82
95
74
40
8
25
46
36
42
78
91
65
62
64
47
41
42
1
68
Overall HCMC Hanoi Danang
N=300 N=100 N=100 N=100
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Popular Programs
78
70
62
58
42
37
36
23
23
23
News
Football
TV film
Gameshow
Music
Other sport
Natural world
Talk show
Advertisement
Documentary film
75
56
74
35
64
31
36
9
16
69
79
41
72
29
33
25
33
20
89
76
70
66
32
47
48
28
34
21
Overall HCMC Hanoi Danang
N=300 N=100 N=100 N=100
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Popular Newspaper
53
47
44
20
17
10
8
7
7
6
Bong Da
Thanh Nien
Tuoi Tre
The Thao Ngay Nay
Tiep Thi Gia Dinh
Thoi Trang Tre
Auto Vietnam
Thanh nien (weeklynewspaper)
Dan Ong
The thao SGGP
43
67
73
13
30
7
5
11
5
60
8
3
24
11
16
14
3
12
57
66
56
22
11
8
5
8
4
1
Overall HCMC Hanoi Danang
N=300 N=100 N=100 N=100
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Popular Website
67
47
46
45
44
43
40
40
24
18
Google.com.vn
Youtube.com
24h.com.vn
Facebook.com
Vnexpress.net
Yahoo.com
Dantri.com.vn
Zing.vn
Nhaccuatui.com
Tuoitre.vn
77
54
42
53
44
54
25
55
36
68
37
51
23
60
39
62
22
13
57
50
45
60
28
37
33
43
22
22
Overall HCMC Hanoi Danang
N=300 N=100 N=100 N=100
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