Vietnamese Youth Lifestyle (2020)

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Overview

This research focuses on understanding the

lifestyle of the youth (18 - 25 years old), who came
to have more economical power and generate the
trend into Vietnam.

This research is consist of the 2 phase - The

quantitative survey reveal the youth trend in their
lifestyle, then we had the intensive focus group with
the youth influencers to understand their insight in
depth.
Research method
We conduct the quantitative survey to understand the trend and
conducted the focus group for the young influencers

Online quantitative survey Group interview for the

for 436 respondents from 18- young influencers in HCM
25 years old (those who have 1,000
followers and above)
Group interview respondents
We hear the voice of the youth in HCM who have strong influencing powers, so that we
know the lifestyles of the early adaptors
Female group Male group

Kieu, 22, A Phuong, 23, A+ Nguyen, 25, A+ Khoa, 23, A

58,000 followers 6,000 followers 21,000 followers 36,000 followers

Tu, 24, A+ Vo, 24, A Tran, 24, A

Nguyen, 25, A+
6,000 followers 27,000 followers 1,400 followers
71,000 followers

Ha, 20, A Vi, 20, A+ Truong, 23, A

Thao, 2, A
4,300 followers 8,900 followers 6,800 followers
500 followers
Youth lifestyle
Average expenses * Average among those who spend for the each service themselves

Housing (rent) Food & Beverage Fashion Entertainment

960,000 VND 1,000,000 VND 597,000 VND 464,000 VND

Travel Health / Sport Study Beauty

654,000 VND 433,000 VND 654,000 VND 410,000 VND

Transportation Technologies
458,000 VND 386,000 VND
 Favorite weekend activities
Internet, sleeping, movies are the top 3 activities. Games are
popular among male.

Study 13%

Shopping mall / department store 16%

Go shopping 17%

Meet with my family 19%

Watch TV 26%

Go to Cafe 27%

Play game 35%

Movies 42%

Sleep 43%

Internet 45%

Q. What do you usually do on weekends?

Weekend activities
The youth are aware there are many “fake” commercial information and distinguish the trustful
information based on “Who”

Cafe Shopping mall Trip Relax Fitness

Environment to chat Hanging around + Options for a long Relaxing at home by Dancing / Yoga is
with friends. Prefer cinema. Prefers to days off. Popular playing games, popular activities for
to have the cozy go to the one with a locations for listening to music female, while male
place rather than variety of products. Saigonees are Da and net surfing and also likes the fitness
crowded Place for them to Lat, Nha Trang, Phu watch YouTube and and ball game like
atmosphere. They enjoy shopping with Quoc, Ha Noi. Big sleeping. Female football. Health
also likes to play comfortable stay. motivation for new also goes to SPA. conscious and well
cards at cafe excursion and photo disciplined.
taking
Favorite place - Female
Favorite place - Male
Hot topics - Female
Hot topics - Male
 Favorite restaurant/ coffee shop

No.1 No.2 No.3 No.4 No.5

Highland Coffee TocoToco KFC The Coffee House Phúc Long

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

Lotteria GongCha Ding Tea Bobapop Royal Tea

Q. Please name the restaurant/ coffee shop that you like?

Favorite foods - Female
Favorite foods - Male
Food / Beverages : Behaviors
The youth are aware there are many “fake” commercial information and distinguish the trustful
information based on “Who”

Trigger via Facebook Food & Photos Drinking behavior

advertisement change

They tend to take photos at the
The youth came to recognize the
restaurants as foods photos
new restaurants from Facebook
usually receives more likes. They
posts. It provokes their interest
have the wish to become the
when it includes nice photos,
pioneer of the new restaurants
attractive menu and nice views)
with initial reviews.
After the new legal action to prohibit
driving after drinking, the youth
behavior has changes. They came to
choose non-alcohol beer and tend to
drink near their home. They also talk
about the techniques how to disguise
their drinking history.
Food / Beverages : Popular restaurants
youth enjoy a variety of foods depending on the importance of the occasions

Bar Chain restaurants Local / Street restaurant

Affordable chain restaurants of the
Special occasions like birthday, or
international cuisines (Japan,
when they go travelling. Drinking
Korea, Western) are the popular
opportunities make their friendship
place for them due to a variety of
tighter
foods with average pricing.
Street restaurants are used for the
casual meeting occasions especially
among male. The big local such as
Bien Duong (seafood), Giang Ghe
(seafood) are also popular for fresh
foods.
 Favorite fashion brand
On top of sport brand and fast fashion brand, luxurious brand as Gucci or Channel is
ranked. Even fake products those are taken as the fashion icon.

No.1 No.2 No.3 No.4 No.5

Adidas Gucci Nike H&M Zara

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

Channel Việt Tiến Canifa Ivy Moda Gumac
Q. What are the fashion brands that you like?
Fashion
Interests in fashion
I like comfortable clothes. I do not have much I like unisex style. HCM is hot and comfortable
time to choose my clothes. Colorful clothes to clothes . I like the ones with youth images which
make me look youth. fits my sneaker style.

I wear casual most of the times except for the I would like to change my style depending on the
special occasions like wedding. For these occasions. Same fashion makes me bored. I will
occasions, I am trying to look myself elegant change my outlook depending on where to go and
with nicest shirt I have who to go with

Opinions about the popular brands

Many good / beautiful designs to choose from, including nice accessories. Price is a bit higher than
the other brands but good to wear for the occasions to go out

It is similar to ZARA with more affordable pricing. Design is simpler or some feel outdated. Fabric
quality is not that satisfactory either

Good materials and durable quality from Japan. Design is rather basic and lacks in trend element
Beauty / health
Beauty / health is one of the areas where they pay attentions, spending a good amount of money for
cosmetics and supplement
Keywords

Korean makeup is popular among Both of male / female youth take several
Korean female with the impressive Heavy in supplements including Vitamin,
cosmetics advertisement for natural skin with the supplement collagen, Omega and royal jelly
good pricing

Both of male / female care for the Beauty Vloggers is referred well to get
Attention to beautiful skin a lot. They try to spend the Influencer
the know-how and what is popular
bright skins healthy life to make their skin well and effect
around the world
spend on items such as facemask

youth voices

I would like to keep myself healthy. I do not I always make up for most hangout including
stay late but drink water or fruit/boiled school and hangout. I spend more effort when I
vegetables a lot. need to attend wedding ceremony

I feel more confidence when I have outstanding

Good skin is very important to me. I use cream makeup. I tend to get the latest information from
and mask. Pony (beauty blogger).
Favorite items that they recently purchased - Female
Favorite items that they recently purchased - Male
Tech / mobile life
 Smartphone ownership
93% already owns the smartphone

I do not have phone 4%

Feature phone 12%

Smartphone 93%

Q. Please choose the types of the phones that you own

 Popular Smartphone App

No.1 No.2 No.3 No.4 No.5

Facebook Zalo Youtube Messenger Instagram

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

Momo Zing MP3 TikTok Shopee Grab

Q. Please list up 3 mobile applications that you are in use

 Popular smartphone activities
79% Items in use
75% 74% 71% 70% 69% Items in use (Top 3)
63%
58%
52% 51%
44% 42% 42%
39% 39% 37%
31% 30% 29%
23%
17%
11% 10% 9% 7% 5%

Social media, Messaging are the top 2. Calling comes afterwards

Q. Please choose all things that you do with your smartphone / Please choose top 3 things that you do with your smartphone
Smartphone usage
Smartphone is the center of their lifestyle as well as the token of their status. Photo feature is one of
the best attention among youth.
Keywords
Mobile phone Mobile phone is by far No.1 tech tool for
them to use. It also plays the role of
to show status
showing their status
Photos are taken daily for their posting
Photo as the on social and sharing with their friends.
main usage Photo features are one of their must-
check before phone purchase
youth voices
iPhone is the best due to easy-to-use OS,
good camera and good security. It is the best
mobile app.
Samsung has the latest technology but colors
are not real and batteries are poor.
iPhone is still the best phone for them to
own, due to the good design, photo
iPhone
features and brand image. Samsung,
as the king
Huawei, Oppo follows.
They are keen on the usage cost as
Keen on the
their usage is high. They prefer to
cost
choose cost-efficient app / solutions.
Photo is the key feature. iPhone is the best as it
gives the best pictures. Other brands make the
photo too good. Does not look real.
I check health, school schedule, sleep tracker and
yoga exercises.. Many apps to use on smartphone
 Online shopping activities
Usage of online shopping Monthly spending
Popular items
Supplement/Functional
12%
food
Ticketing 17%
No, 9% 9% 9%
Sport goods 19% 9%

Kitchen/Home App 26% Average

15% 430,000 VND 33%
Food/Drinks 35%

Books/Stationary 36%
25%
Yes, IT/Mobile 37%
91%
Cosmetics / beauty 42% Less than 100,000 VND 100,001-300,000 VND
300,001-500,000 VND 500,001-700,000 VND
Fashion items 54% 700,001-1,000,000 VND 1,000,000 VND and more

Online shopping is used by the majority of the youth, mainly for fashion items,
cosmetics, and IT/mobile
Q. Do you shop on EC? / What do you shop on EC website? / ow much on average do you spend on shopping on EC website a month?
Media / information source
 Information source - Popular / trustful
Popular Trustful

Store staff 10% Radio 3%

TikTok 10% Store staff 6%

Magazine / Newspaper 13% Instagram 12%

Instagram 23% Magazine / Newspaper 13%

Families 23% Search engine 26%

TV 34% TV 27%

Search engine 37% Families 29%

Friends 42% YouTube 34%

YouTube 62% Friends 37%

Facebook 86% Facebook 39%

Word of mouth from the close circle (friends, family) is more trustful while
Facebook, YouTube are dominant in terms of volume
Q. What are the information source that you use often? / trust?
 Media usage and spending time

Facebook Instagram Youtube Zalo TV

Usage

96 55% 97 91 82
% % % %
Length
3% 18% 11% 8%
> 3 hours 26%
2% 13% 5% 7%
2 - 3 hours 12%
7% 25% 14% 14%
1 - 2 hours 18%
20% 14% 21%
30 min - 1… 18% 11%
32% 22% 47% 31%
< 30 min 21%
45% 3% 9% 18%
No use 4%
 Online media usage and images
Although Facebook and YouTube has the longest usage, youth use the other media for the various
objectives

• Many friends / followers,
thus the best to look for
interaction / engagement
• Easy to interact. but
sometimes too easy to face
security issues
• Mix of trustful / untrusted
information (personal
comment is useful)
• More quality photo than
Facebook
• Good for scenery images
like travelling
• Elegant interface
• Good security (private
mode)
• Good to catch the trend by
following the foreign
influencers and celebrities
• More real / more trustful
• Less followers
• Good entertainment for • Many funny clips
music, funny videos and • Easy to use music tuning
game watching • Catches the worldwide hot
• Good to learn things from trend smoothly
vloggers • Good for stress relief
• Good money making if you • Good for a petty money
have a good number of earnings (for micro
followers influencers)
 Facebook usage behaviors

I have more than one Facebook I have Facebook friends that I I pay attention to how much
account actually do not know likes I get for my posts
54% 62% 56%

I tend to react on others’ posts I tend to edit my photos before

as I would like to receive same posting on Facebook
54% 60%

Receiving likes become their motivations through big private networks (including
those who do not know)
Q. Please choose what is applicable to you
Information source - Media
youth look for “true” information. So they would look for vlogger or reviews rather than simply reacting
with the commercial information. As the media, Facebook still has the dominant popularity.
Keywords
Facebook is still dominantly popular due
Facebook still to many users. They could expect the
a king bigger engagement for their posts. They
also know that “likes” can be bought.
Photo quality in posting is very
important especially for those who have
Attention on many followers. They pay attention to
photo quality
the angle, image quality and reality with
feasible retouches.
youth voices
There are many fake information. I check the
information from Vloggers, reviews as it is
more trustful
I watch TVs when my mom watches. We watch
news, game show and movies.
Now that they receive a number of
iPhone information, they are keen to classify
as the king true information from fake. They do not
go for too much commercial information.
TV watching When they live with their families, TV
becomes the common things to watch
with families
and communicate with their families
I use Facebook the most as I have many followers
and engagement. I do not like strangers contact me
so I put one more security step to follow me.
Facebook is great for engagement. But ”likes” can
be bought and design is a bit messy. Instagram is
more sophisticated despite of less users.
Efforts to increase the followers
They make effort to make their post valuable. They invest in image quality as well as sharing their
personal story to attract readers.
Keywords
Those who has the good knowledge in a Visual impression from the photo is very
Expertise certain category posts their expertise on Private important. Sharing good private story
information their social network to increase the story increase the readers’ interest as well
followers and also make money

Some, who has many followers, play a Good hashtag works to have the
Micro- role of distributing the product Hashtag viewers notice about their posts.
influencer biz information for money. Now there are a Effective keywords activities always are
few platform to have them make money. important

youth voices

Using impressive photos and information is important. You need to invest in the image quality, sharing some of your
private life to make them more curious.

I sometimes posts as I am asked by my sponsors. There are a couple of platform that I could choose to
post to make money. When I post about myself, I care about the image quality and what I wear for my
branding.
Information that youth trusts
youth are aware there are many “fake” commercial information and distinguish the trustful information
based on “Who”

People with closer Expertise advice Real users’ voice

relationship

Now that they could reach many They have their own techniques to
They listen to the words of their
information of the experts refer to the real information only. In
closer circles such as friends and
(influencers) through YouTube or SNS, they tend to look for user’s
families. Family comments work comments, when they recognize and
the other source, they would refer
for their behaviors while friends are interested in a certain product.
to those, rather than making the
network take effect for trend Also the online forum is popular for
prompt decision. This is typical for
hunting. the same reasons.
beauty, health and tech categories
Favorite advertisement - Female
Favorite advertisement - Male
 Favorite TV program

No.1 No.2 No.3 No.4 No.5

Giọng ải giọng ai Ai là triệu phú Thách thức danh hài Siêu trí tuệ Nhanh như chớp

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

7 nụ cười xuân Người ấy là ai Ơn giời cậu đây rồi Ký ức vui vẻ Chạy đi chờ chi

Q. Please list up your favorite TV program

 Favorite YouTube channel

No.1 No.2 No.3 No.4 No.5

Bà Tân Vlog Quỳnh Trần JP Trấn Thành Town Giang Ơi MixiGaming

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

FapTV NTN Vlog Sơn Tùng M-TP Khoai Lang Thang VTV24
Official

Q. Please list up your favorite YouTube channel

 Favorite YouTuber

No.1 No.2 No.3 No.4 No.5

Bà Tân Cris Phan ViruSs PewPew Quỳnh Trần JP

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

Giang Ơi Độ mixi Khoai Lang thang Nguyễn Thành Nam Hậu Hoàng

Q. Please list up your favorite YouTuber

 Favorite celebrities - Male

No.1 No.2 No.3 No.4 No.5

Trấn Thành Sơn Tùng MTP Cristiano Ronaldo Trường Giang Hoài Linh

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

Noo Phước Thịnh J97 (Jack) Messi Ngô Kiến Huy BTS band

Q. Please list up male clebrities that you like

 Favorite celebrities - Female

No.1 No.2 No.3 No.4 No.5

Mỹ Tâm Ninh Dương Lan Ngọc Hari Won Hương Giang Idol Đông Nhi

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

Chi Pu Ngọc Trinh Hồ Ngọc Hà Bích Phương Minh Hằng

Q. Please list up female celebrities that you like

Respondent profile (Quantitative survey) (N=436)

Gender Age Area

Female, 49% 23-25, 47%

Male, 51% 18-22, 53%

HCM, 100%
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7%
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