Market Research

June - 2010HCM city Hanoi

MAIN TOPIC

Age group: 22-35

The most favorite Idol

Influence of Idols to the youth’s behavior and attitude

About

Viettrack is a monthly research news-letter developed by FTA Research &

Consultant, the representative of ESOMAR in Viet Nam. It is conducted base on a

monthly research. It aims at delivering comment, evaluation and true feeling of

research objects about present time’s economic situation as well as promotion

campaigns or products to producers and marketers. It is expected to help them

understand to offer better service to unsatisfied demand of consumers.

Viettrack is done according to ISO 20252:2006, the international quality standard in

market research and ESOMAR Code of Conduct.

Viettrack June 2010 is conducted on the youth people (22 – 35) who presents 23.5%

(*) of Vietnam's population and has various consuming behavior. This study aims at

finding the most favorite idol and how they influence the youth’s behavior and

attitude. Thus, it will provide marketers the information related to “reference group”

of Vietnamese consumers.

(*) Source: http://www.gso.gov.vn/default_en.aspx?tabid=476&idmid=4&ItemID=1841

Viettrack is a monthly research news-letter developed by FTA Research &

Consultant, the representative of ESOMAR in Viet Nam. It is conducted base on a

monthly research. It aims at delivering comment, evaluation and true feeling of

research objects about present time’s economic situation as well as promotion

campaigns or products to producers and marketers. It is expected to help them

understand to offer better service to unsatisfied demand of consumers.

Viettrack is done according to ISO 20252:2006, the international quality standard in

market research and ESOMAR Code of Conduct.

Viettrack June 2010 is conducted on the youth people (22 – 35) who presents 23.5%

(*) of Vietnam's population and has various consuming behavior. This study aims at

finding the most favorite idol and how they influence the youth’s behavior and

attitude. Thus, it will provide marketers the information related to “reference group”

of Vietnamese consumers.

(*) Source: http://www.gso.gov.vn/default_en.aspx?tabid=476&idmid=4&ItemID=1841

Who is the most favorite Idol?

Viettrack is done according to ISO 20252:2006

Idols’ penetration and profile

33

67ExpatriateVietnamese

%

45

228

65 3 3 2 1

46

%

%

22

Singers ActorsSporters ModelsEntrepreneurs ComposerMisses OnlinePoliticians ScientistsMC

5446 Male

Female

They prefer Vietnamese Male Idols, who are Singers, Actors, SportPlayers and Models.

(Analysing on top 100 idols , from 22-35y.o, that are the most favorite ).

The Idol Index

3.7

4.2

4.4

5.0

Đan Trường

Hoài Linh

Cẩm Ly

Đàm VĩnhHưng

TOTAL

3.0

5.0

4.5

5.1

4.4

3.5

4.3

5.0

3.9

3.7

4.3

4.8

3.6

4.1

4.5

5.1

3.7

4.6

4.4

5.2

3.6

4.3

3.6

5.2

3.7

4.1

5.2

4.8

(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)

HCMC HN 22-24 25-29 30-35 Male Female

3.0

3.1

3.1

3.3

3.6

3.6

Bảo Thy

Minh Hằng

Hồ Chí Minh

Tăng ThanhHà

Hồ Ngọc Hà

Mỹ Tâm

2.8

2.6

2.0

2.7

3.0

3.0

3.2

3.6

4.3

4.0

4.2

4.2

3.4

3.0

3.6

3.8

3.7

3.5

3.4

3.3

3.0

3.5

3.9

3.4

2.5

2.9

3.1

3.0

3.3

3.8

2.7

2.7

3.3

3.0

3.4

3.5

3.3

3.4

3.0

3.6

3.8

3.7

(*) (*) Idol Index is a score (min=0 and max=10) which ismeasured by Idol awareness, favorite and recommendation

Đàm Vĩnh Hưng is the most favoriteIdol.

(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)

10

10

11

31

41

42

53

76

76

81

87

Đan Trường

Hoài Linh

Cẩm Ly

Đàm Vĩnh Hưng

17

14

13

25

52

45

53

63

80

78

88

3

6

10

36

30

39

54

89

72

84

87

5

10

9

33

33

38

49

77

73

82

85

11

10

10

28

36

43

55

76

76

80

87

12

9

13

31

49

43

53

74

77

81

89

11

4

11

28

41

30

57

76

76

75

89

8

15

11

34

41

54

49

76

76

87

85

TOTAL HCMC HN 22-24 25-29 30-35 Male Female

Idol leverageQ1a. Which celebrities do you know?Q1b. In those people who are your favorite ones?Q1c Which one will you recommend to your friends and family? %

2

1

7

2

1

4

4

14

21

32

27

22

29

31

74

70

56

71

85

75

Bảo Thy

Minh Hằng

Hồ Chí Minh

Tăng Thanh Hà

Hồ Ngọc Hà

Mỹ Tâm

Đan Trường

4

2

1

4

1

2

3

14

17

17

21

16

22

25

68

59

42

55

74

66

63

1

1

12

1

1

6

6

15

26

47

32

29

36

36

80

82

71

87

96

85

89

3

2

6

3

0

3

6

17

17

35

33

22

27

33

81

72

66

76

89

75

77

3

1

5

1

0

3

3

20

27

31

28

26

25

28

79

72

54

74

91

74

1

1

9

2

2

6

4

7

18

31

21

19

32

31

66

68

53

65

77

76

74

1

2

9

2

1

2

6

9

16

33

20

18

26

28

72

65

55

69

83

76

4

1

4

3

1

6

3

19

26

30

33

27

31

34

76

76

57

73

86

75

76

49

51

51

59

64

77

Magazines

Newspapers

Television - traditional channels

Online newspapers

Television - cable channels

TOTAL(n=400)

Youth’s searching behavior

50

53

57

50

70

83

49

50

46

69

59

71

55

56

51

59

74

74

53

51

49

57

69

79

%

42

48

54

60

55

77

49

47

49

56

67

79

Male

49

56

54

62

61

75

Female(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)

Q2a. Where did you get information about your idols?

22-24 25-29 30-35HCMC HN

15

18

22

27

33

37

40

47

49

LCD at buildings/ on bus/ ontaxi

Radio

Cell phones

Outdoor ads boards

Ads boards at public places (bus-stops, stations, airports, etc.)

Blog/ Social network

Websites (not-newspaper/forum)

Forum online

Friends' recommendation

20

18

28

32

39

37

45

57

50

9

18

16

22

28

37

35

38

49

15

19

21

22

33

47

48

59

55

16

17

18

22

30

35

43

51

53

13

18

25

34

37

34

34

38

42

17

18

23

25

33

38

40

48

49

12

17

20

29

34

36

40

46

49

The most often used source

(n=310)Internet

Q2b. Where do you usually search for your idol's information?Q2c. In case you use internet, which websites you often visit?

2126

16

17

27

2220

33 33 3338 37

2634 32

Online newspapers

Television - cable channels

Websites (not-newspaper/forum)

Television - traditional channels

Magazines

Forum online47

57

59

59

vietnamnet.vn

ngoisao.net

24h.com.vn

google.com

%

(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)

0 1 0 0 0 1 1 01 1 1 0 1 1 1 11 1 1 0 1 1 1 12 1 2

2 1 1 2 13

15

5 3 13

3

55

55 4 6

54

66

77

5 76

7

87

86

9 7 5 10

10

4

16

10 8 129

11

11

17

6

10 1211

12

11

2126 17 17

22

Total HCMC HN 22-24t 25-29 30-35 Male Female

Newspapers

Blog/ Social network

Friends' recommendation

Radio

Cell phones

Ads boards at public places (bus-stops, stations, airports, etc.)

LCD at buildings/ on bus/ ontaxi

18

18

19

21

21

30

30

31

32

34

40

43

43

47

facebook.com

vietbao.vn

bongdaso.com

bongda.com.vn

thanhnien.com.vn

kenh14.vn

vnexpress.net

zing.vn

youtube.com

tuoitre.vn

yahoo.com

dantri.com.vn

nhaccuatui.com

vietnamnet.vn

Concerns

(N=400)(N=199)

50

51

57

57

70

Scandals, affairs

private life stories(marriage, pregnancy, birth,etc.)

Personal information (age,hobbies,etc.)

Awards, achievements

Update information about career

3436373839

42434547

5576

Thuy Tien-nude photosLe Cong Vinh-"prostrated" a referee

Minh Hang and Tim - sexual relationsHiệp "ga"-new wife

Quang Dung and Jenifer Pham - divorceTang Thanh Ha-hot sexy pics

Minh Hang-hot sexy picsThuy Tien and Le Cong Vinh - nude photos

Bao Thy copyright infringementHo Ngoc Ha-married at 16 years old

Ho Ngoc Ha-pregnant

Q3a. What kind of information do you concern when you look for your idol's information?Q3b. What kind of scandals do you concern? Q16. Do you know any of recent scandals?Q13c In your opinion, which scandal has the worst affect on idol's image? %

39

40

Social activities

Event (film festival,music contest,ect.)

29303234

Kim Hien-divorce after 2 months of marryingBritney Spears-going out with non undershirt

Trieu Vy-pregnantThuy Tien-nude photos

22

33333

455

613

18

Minh Hang-hot sexy picsTrieu Vy-pregnant

Minh Hang and Tim - sexual relationsQuang Dung and Jenifer Pham - divorce

Tang Thanh Ha-hot sexy picsThuy Tien and Le Cong Vinh - nude photos

Thuy Tien-nude photosKim Hien-divorce after 2 months of marrying

Bao Thy copyright infringementBritney Spears-going out with non undershirt

Le Cong Vinh-"prostrated" a refereeHo Ngoc Ha-married at 16 years old

Ho Ngoc Ha-pregnant

(N=400)

How do Idols influence on

the youth’s behavior and attitude?

Viettrack is done according to ISO 20252:2006

Idols’ influences

26

26

28

34

42

41

43

Female

23

31

32

26

34

39

38

Male

19

27

27

31

39

37

32

26

31

32

31

36

43

44

31

27

31

26

40

42

51

20

30

30

34

37

45

34

HN

29

28

31

26

39

35

48

HCMC(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)

Q4a Which side of your life does your idol influence on?

24

29

30

30

38

40

41

Point of view in friendship

Point of view in career

Point of view in love

Point of view in marriage/family

Entertaining type choosing

Point of view in morals

Fashion style…

TOTAL 22-24 25-29 30-35

%

10

9

12

13

15

16

16

15

19

21

8

10

10

12

13

13

14

20

19

18

23

6

8

10

9

13

17

15

15

17

14

19

12

9

11

16

12

11

14

18

20

21

26

13

13

14

14

17

16

15

21

21

27

31

9

4

6

8

19

18

17

11

13

14

20

10

15

17

17

9

11

13

25

25

26

29

9

9

11

13

14

15

15

18

19

20

24

Point of view in studying

Transportation brand choosing…

Daily routine habbits

Talking manner/moving manner

Point of view in religion/belief

Point of view in politics

Social activity anticipation

Hi-tech brand choosing

Personal care brand choosing

Fashion brand choosing

Point of view in friendship

Most Influence

1415

157 12 15

1614

18

1616

1616

16

19 1721

15 1821 19 19

Entertaining type choosing

Point of view in morals

Fashion style (clothes, hair, shoes)

Point of view in career

Point of view in marriage/family

Social activity anticipation

Personal care brand choosing

Point of view in love

Q4b. Which side of your life does your idol have the most influence on?

%

1 0 2 0 1 1 1 11 2 0

0

2 1 1 21 20

1

1 1 2 023

13

2 0 1 32

3

1 1

3

12 2

3

5

1 1

4

3

51

3

6

1 5

2

3

3

3

4

3

5 1

6

4

5

3

4

3

4 3

2

5

2

6

4

1

63

43

34

76

8

5

68 5 8

77

7

9

5 7 7 6

1413 24

157 12 15

Total HCMC HN 22-24t 25-29 30-35 Male Female

Fashion brand choosing

Hi-tech brand choosing

Talking manner/moving manner

Point of view in friendship

Transportation brand choosing(bycicle, motorbike, taxi, etc)Daily routine habbits

Point of view in studying

Point of view in politics

Point of view in religion/belief

(n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)(n=400)

14

15

19

42

56

62

TOTAL

Youth’s reaction toward Idols

15

14

23

40

58

68

HCMC

13

16

14

45

54

56

HN

11

13

24

47

57

71

22-24

12

19

22

41

53

57

25-29

17

12

13

42

58

61

30-35

14

14

19

39

52

59

Male

13

15

18

45

60

65

Female(n=200) (n=200) (n=88) (n=148) (n=186) (n=204) (n=196)(n=400)

Q4c What is your reaction toward your idol?

Buy idol's CD/film

Watch movies that idol act (inpicute field)

Go to idol's concert (in music field)

Join fanclub

Read idol's books

Give flowers or presents

%

9

11

12

12

12

12

14

14

10

10

11

9

8

11

18

18

8

13

13

15

16

13

11

11

9

10

11

11

13

11

21

18

12

13

11

14

13

12

16

18

7

10

13

10

10

11

10

9

10

8

15

11

11

12

14

15

8

14

9

12

13

11

15

14Beg for signatures

Give comments in topics aboutidols on newspaper/websitesWear things which have idol's

photos/signatureBuy products which idol presented

in their advertisements

Use similar things as idol's ones

Join activities as idol does

Write topics telling good thingsabout idol

Imitate idol's style (fashion, talking,etc.)

Advertising awareness and favorite

(n=200) (n=200) (n=88) (n=148) (n=148) (n=204) (n=196)(n=400)

Q5a. Do you know these advertisements?Q5b Which are your favorite advertisements?

9

12

14

8

20

30

4714

17

16

10

13

17

15

2158

49

48

44

37

64

46

42

37

36

31

TOTAL HCMC HN 22-24 25-29 30-35 Male Female

8

7

18

8

20

18

346

13

12

9

11

21

10

1756

49

53

38

40

51

50

39

37

39

19

11

17

10

7

19

42

6022

21

20

11

16

13

20

2460

49

43

51

34

77

42

44

38

33

43

7

14

13

9

15

31

5313

17

21

11

11

15

16

1960

60

60

51

34

73

47

41

39

40

42

10

11

14

9

22

33

4510

16

18

8

16

18

14

2258

54

46

46

41

59

47

45

40

37

27

9

12

13

6

20

26

4518

18

10

10

12

17

15

2056

38

43

39

34

63

44

39

34

32

27

7

11

21

6

19

28

449

16

15

9

10

19

20

1653

49

48

42

31

60

48

53

36

46

30

11

12

6

9

20

31

5018

17

16

11

16

15

9

2563

49

49

46

43

67

44

30

38

25

31

Ho Ngoc Ha-Sunsilk’s ads

Minh Hang-Head&Shouldershampoo

Bi Rain-Clear men shampoo

Bao Thy- Rexona Deodorant

Ho Ngoc Ha-Toshiba’s ads

%

9

12

14

8

20

30

4714

17

16

10

13

17

15

2158

49

48

44

37

64

46

42

37

36

31

8

7

18

8

20

18

346

13

12

9

11

21

10

1756

49

53

38

40

51

50

39

37

39

19

11

17

10

7

19

42

6022

21

20

11

16

13

20

2460

49

43

51

34

77

42

44

38

33

43

7

14

13

9

15

31

5313

17

21

11

11

15

16

1960

60

60

51

34

73

47

41

39

40

42

10

11

14

9

22

33

4510

16

18

8

16

18

14

2258

54

46

46

41

59

47

45

40

37

27

9

12

13

6

20

26

4518

18

10

10

12

17

15

2056

38

43

39

34

63

44

39

34

32

27

7

11

21

6

19

28

449

16

15

9

10

19

20

1653

49

48

42

31

60

48

53

36

46

30

11

12

6

9

20

31

5018

17

16

11

16

15

9

2563

49

49

46

43

67

44

30

38

25

31

Hoài Linh-Bon phuong Noodle food

Quyen Linh-Dr. Thanh herbal tea

Christiano Ronaldo-Clear menshampoo

Tang Thanh Ha – Luong Manh Hai -Omachi

Cam Ly-Salonpas

Christiano Ronaldo-Castrol Power oil

Ngo Thanh Van-Chewing gumDouble mint

Mai Phuong Thuy-Custard cake

Conclusion• Most of Idols are men (54%). Ages 22-35 prefer idols in nation (67%) to the foreign

idols. They are singers, actors, Sport players and models. Dam Vinh Hung, CamLy, Hoai Linh, Dan Truong and My Tam are the hottest Idol.

• The Idol index of each celebrity is difference among cities, age and gender. Forexamples, Hoai Linh is preferred by HCMC youth than Hanoi youth (5.0 – 3.5), CamLy is preferred by female than male (5.2 – 3.6), Teen singer Bao Thy is preferred byAges 22-24 and 25-29 than older ages 30-35 (3.4 – 2.5)

• Cable television and online newspapers are the preferable sources of this agegroup. Google and Ngoisao are the most two visited websites of the youth to getinformation about their Idols (59%). Besides, Nhaccuatui (57%), Yahoo (47%)and YouTube (43%) are the websites which youth come most often.

• Youth concerns on not only Idol’s personal and career information but also theirscandals. Youth knows a lot of celebrities' scandals, in which, Ho Ngoc Ha-pregnant (18%), Ho Ngoc Ha- married at 16 y.o (13%), and Cong Vinh"prostrated" a referee (6%) are thought to have worst affect on idols' images.

• Idols have strong influences on Youth’s fashion styles and their point of view inmorals and friendship, entertaining type, Point of view in marriage/family,Point of view in love. Besides, Idols also influence youth's buying behavior:clothes, hi-tech products and personal care products.

• Youth buys/sees Idols’ music albums/music shows/ films to express their admiration.

• Most of Idols are men (54%). Ages 22-35 prefer idols in nation (67%) to the foreignidols. They are singers, actors, Sport players and models. Dam Vinh Hung, CamLy, Hoai Linh, Dan Truong and My Tam are the hottest Idol.

• The Idol index of each celebrity is difference among cities, age and gender. Forexamples, Hoai Linh is preferred by HCMC youth than Hanoi youth (5.0 – 3.5), CamLy is preferred by female than male (5.2 – 3.6), Teen singer Bao Thy is preferred byAges 22-24 and 25-29 than older ages 30-35 (3.4 – 2.5)

• Cable television and online newspapers are the preferable sources of this agegroup. Google and Ngoisao are the most two visited websites of the youth to getinformation about their Idols (59%). Besides, Nhaccuatui (57%), Yahoo (47%)and YouTube (43%) are the websites which youth come most often.

• Youth concerns on not only Idol’s personal and career information but also theirscandals. Youth knows a lot of celebrities' scandals, in which, Ho Ngoc Ha-pregnant (18%), Ho Ngoc Ha- married at 16 y.o (13%), and Cong Vinh"prostrated" a referee (6%) are thought to have worst affect on idols' images.

• Idols have strong influences on Youth’s fashion styles and their point of view inmorals and friendship, entertaining type, Point of view in marriage/family,Point of view in love. Besides, Idols also influence youth's buying behavior:clothes, hi-tech products and personal care products.

• Youth buys/sees Idols’ music albums/music shows/ films to express their admiration.

Conclusion (cont.)• Top 10 aware advertisements are : Ho Ngoc Ha-Sunsilk's ads; Minh Hang-Head&Shoulder

shampoo; Bi Rain-Clear Men shampoo; Bao Thy-Rexona Deodorant; Ho Ngoc Ha-

Toshiba's ads; Hoai Linh-Bon Phuong instant noodles; Quyen Linh-Dr. Thanh herbal

tea; Christiano Clear men shampoo; Tang Thanh Ha – Luong Manh Hai- Omachi; Cam

Ly-Salonpas

• There is a correlation between Idols Index and Idols’ Advertisements awareness. Most

awarded TV commercials have displayed by Top ten idols (who have high index) - Cẩm Ly (4.4),

Hoài Linh (4.2), Hồ Ngọc Hà (3.6), Tăng Thanh Hà (3.3), Minh Hằng (3.1) và Bảo Thy

(3.0)

• There is a minus correlation between Idol Scandal and Favorite Idols’ Advertisements. For

example: Ho Ngoc Ha index (3.6) is higher than Tang Thanh Ha (3.3) and Minh Hang (3.1). But

recently, she has some serious scandals, so her TV commercials is less be loved. Minh Hang-

Head&Shoulder shampoo (21%); Tang Thanh Ha – Luong Manh Hai- Omachi (20%);

Ho Ngoc Ha-Toshiba's ads (17%); Ho Ngoc Ha-Sunsilk's ads (14%)

• Minh Hang-Head&Shoulder shampoo Tang Thanh Ha – Luong Manh Hai- Omachi;

Tang Thanh Ha – Luong Manh Hai- Omachi; Hoai Linh-Bon Phuong instant noodles; Bi

Rain-Clear Men shampoo are top favorite Ads.

• Top 10 aware advertisements are : Ho Ngoc Ha-Sunsilk's ads; Minh Hang-Head&Shoulder

shampoo; Bi Rain-Clear Men shampoo; Bao Thy-Rexona Deodorant; Ho Ngoc Ha-

Toshiba's ads; Hoai Linh-Bon Phuong instant noodles; Quyen Linh-Dr. Thanh herbal

tea; Christiano Clear men shampoo; Tang Thanh Ha – Luong Manh Hai- Omachi; Cam

Ly-Salonpas

• There is a correlation between Idols Index and Idols’ Advertisements awareness. Most

awarded TV commercials have displayed by Top ten idols (who have high index) - Cẩm Ly (4.4),

Hoài Linh (4.2), Hồ Ngọc Hà (3.6), Tăng Thanh Hà (3.3), Minh Hằng (3.1) và Bảo Thy

(3.0)

• There is a minus correlation between Idol Scandal and Favorite Idols’ Advertisements. For

example: Ho Ngoc Ha index (3.6) is higher than Tang Thanh Ha (3.3) and Minh Hang (3.1). But

recently, she has some serious scandals, so her TV commercials is less be loved. Minh Hang-

Head&Shoulder shampoo (21%); Tang Thanh Ha – Luong Manh Hai- Omachi (20%);

Ho Ngoc Ha-Toshiba's ads (17%); Ho Ngoc Ha-Sunsilk's ads (14%)

• Minh Hang-Head&Shoulder shampoo Tang Thanh Ha – Luong Manh Hai- Omachi;

Tang Thanh Ha – Luong Manh Hai- Omachi; Hoai Linh-Bon Phuong instant noodles; Bi

Rain-Clear Men shampoo are top favorite Ads.

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Monthly Market Research

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