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[Survey] Vietnamese reading customsLifestyle about magazine, books and newspapers

Survey information

• 518 Vietnamese male / female among 16-49 years old

• Conducted on Oct, 2015

Executive Summary

• 27% are the regular book readers

• Male likes technology books while female are more for

novels

• 32% read magazine regularly

• 16% read newspaper regularly

• Tuoi Tre (49%), Thanh Nien (34%) are popular

newspaper

• Youth read newspaper at home, while elderly tend to

read more at offices

Do you read books?

31%

50%

15%

5%

24%

61%

9%

5%

33%

53%

11%

2%

21%

50%

16%14%

27%

54%

13%

6%

Regularly Occasionally Rarely Never

Male (16-24)

Female (16-24)

Male (25-49)

Female (25-49)

All

27% are the regular book readers

N=518

How many books have you read this year?

8%

35%

20%

14%

22%

13%

25%22%

12%

28%

10%

51%

16%

11%13%

21%

39%

24%

9% 8%

13%

37%

21%

12%

18%

0 books 1 - 2 books 3 - 5 books 6 -10 books More than 10books

Male (16-24)

Female (16-24)

Male (25-49)

Female (25-49)

All

Half has read no more than 2 books in 2015

N=518

What kind of books do you read?

Novel(domestic)

Novel(internatio

nal)Non Fiction Political History Technology Sport

Business /Money

CookingHealth /Medical

Travel LiteratureStudy (e.g

Englishstudy)

Male (16-24) 31% 25% 22% 13% 18% 35% 18% 13% 9% 20% 11% 10% 16%

Female (16-24) 33% 53% 20% 8% 9% 13% 7% 15% 31% 23% 14% 13% 18%

Male (25-49) 20% 27% 12% 18% 19% 42% 25% 28% 14% 26% 17% 9% 8%

Female (25-49) 40% 42% 20% 10% 14% 10% 2% 16% 35% 27% 12% 13% 6%

All 31% 37% 19% 12% 15% 25% 13% 18% 22% 24% 14% 11% 12%

Male (16-24)

Female (16-24)

Male (25-49)

Female (25-49)

All

Male is more for technology while female is more for novel

N=485 (excluding those who do not read)

Do you read magazines?

26% 30%

44%

27%32%

74% 70%

56%

73%68%

Male (16-24) Female (16-24) Male (25-49) Female (25-49) All

Yes No

32% read magazine regularly. Male 25-49 has high ratio of reading it

N=518

Popular magazines

Male

FemaleNo.1 (16%) No.2 (12%) No.3 (7%) No.4 (5%) No.5 (3%)

No.1 (8%) No.2 (5%) No.3 (5%) No.4 (4%) No.5 (4%)

Do you read newspapers?

14%

48%

29%

9%9%

53%

30%

8%

21%

56%

14%

8%

18%

52%

18%

12%

16%

52%

23%

9%

Regularly Occasionally Rarely Never

Male (16-24)

Female (16-24)

Male (25-49)

Female (25-49)

All

16% read newspaper regularly

N=518

What newspapers do you read?

49%

34%

27%

22%17% 16% 16%

14%11%

7%2%

Tuoi Tre (49%), Thanh Nien (34%)

N=470 (excluding those who do not read newspapers)

Where do you read newspapers?

64%

31%

12% 12%

0%

8%

68%

19% 20%

12%15%

2%

71%

30% 30%

2% 2%5%

44%

17%

39%

0%

14%

1%

58%

27%24%

6%9%

3%

At home At cafe At offices At school At beautysalons

Others

Male (16-24)

Female (16-24)

Male (25-49)

Female (25-49)

All

Youth read it at home, while elderly tend to read more at offices

N=470 (excluding those who do not read newspapers)

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