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

Vietnamese mom: Digital usage and influence factors

Objective The research was conducted with the objective of understanding the lifestyle and behaviors of the mothers in this digital age. Data was collected from voices of 500 modern mothers aged 23 to 39 in Hanoi and Ho Chi Minh. The report consists of analysis on their behaviors and lifestyles together with the effects of digital integration.

Mom & Technology

Internet usage (per day)

35% use internet more than 5 hours. The average is 197 minutes.

Q. How long do you use internet a day?

3%

9%

18% 16%

10% 10%

35%

Less than 30 min

30-59 minutes 1-2 hours 2-3 hours 3-4 hours 4 -5 hours More than 5 hours

Device ownership

92%

45% 34% 33%

16%

2%

7% 16%

32%

9%

6%

48% 49% 36%

75%

Smartphone Feature phone Tablet Desktop Notebook I own mine I share it with my family I do not own it

Smartphone is the most common device. Feature phone is still used by 45% of moms.

Q. What kind of the following device do you have?

Messaing apps for communications w husband

SMS, Zalo and Facebook Messenger are the most popular tools

75% 74% 74%

35% 26%

17% 4% 4% 3% 4%

Messenging apps

Yes, 88%

No, 12%

Usage of messaging service with husband

Q. Do you use messaging apps / SNS / email to communicate with your husband? / What messaging methods?

Messaging apps for communications w parents

57% use messaging services. Communications with parents are mostly conducted by SMS.

64%

51% 49%

24% 13%

7% 6% 5% 1% 3%

Messaging apps

Yes, 57% No, 43%

Usage of messaging services with parents

Q. Do you use messaging apps / SNS / email to communicate with your husband? / What messaging methods?

Information source

Mom’s Information source

Facebook

Internet

(Brands

website)

Friends

Internet

(communit

y websit

e)

Internet

(News websit

e)

TV progra

m

Magazine / Book

TVCF

YouTube /

Online websit

e

Beauty

care / health care store staff

Event /

Exhibition

Email / news magazine

Retail store staff

Flyer / Broch

ure

Parents

Husband Radio Other

s

Beauty / health care 69% 51% 50% 48% 47% 37% 36% 32% 31% 21% 12% 10% 10% 8% 7% 5% 3% 1% pregnancy / baby birth 52% 26% 42% 46% 49% 33% 36% 14% 23% 7% 9% 4% 3% 4% 38% 10% 4% 2% Child care 52% 24% 47% 48% 44% 43% 35% 12% 25% 4% 10% 4% 5% 4% 53% 17% 5% 1%

Facebook is used as most common source, while the influence of parents are quite big when it comes to child care

Popular online media for beauty / healthcare

Eva is the top website that moms refer to for information about beauty or healthcare.

Q. Please choose website / Facebook page that you refer to for beauty/healthcare (FA)

73

26 18 16 13 13 12 8 7 6 6 6

WEBSITE LIST

1 Eva.vn

2 Webtretho

3 phunuvagiadinh

.vn

4 ngoisao.net

5 afamily.vn

TOP 5 WEBSITES

Popular online media for pregnancy

When it comes to pregnancy, Eva & Webtretho stands at the top list of websites.

Q. Please choose website / Facebook page that you refer to for pregnancy (FA)

91

66

34 21 18 16 12 11 11 7 6 6 5 5

WEBSITE LIST

1 Eva.vn

2 Webtretho

3 phunuvagiadinh

.vn

4 suckhoesinhsa

n.com.vn

5 afamily.vn

TOP 5 WEBSITES

Popular online media for child raising

Webtretho seems to be the most trusted community for moms to learn about child rising.

Q. Please choose website / Facebook page that you refer to for child rising

76

29 28 17

11 8 8 6 6 6 5 5 4 3

WEBSITE LIST

1 Webtretho

2 Eva.vn

3 Marrybaby.vn

4 lamchame.com

5 2! Đẹp

TOP 5 WEBSITES

Q. What are the online shopping name that you have used?

1 – Lazada(116)

2 – Adayroi (70)

3 – Facebook (37)

4 – Tiki (25)

5 – Shopee (19)

6 – Hotdeal (17)

7 – Sendo (13)

8 – Muachung (12)

9 – Lotte (7)

10 – Nhomua (4)

Popular online shopping site

Q. What brand comes up when you hear the “Brand for mom"? (FA)

1 – ConcungChained supermarket for mother & babies.

2 – BobbyBaby care product from

Japan

3 – HuggiesBaby care product from

USA

4 – Bibo MartChained supermarket for mother & babies

5 – VinamilkA diary company in

Vietnam

6 – MerriesA baby diaper company

from Japan

7 - Johson&JohnsonA baby care product

from USA

8 – PampersA baby diaper product

of P&G

9 – EnfamilA milk fomula product

of Mead Johnson

10 - Kids plazaChained supermarket for mother & babies.

Names associated with “Brand for mom”

1 - Minh HàHotgirl, influencer

2 - Ốc Thanh VânActress, MC

3 – Victoria BeckhamSinger, bussinesswoman

4- Angelina JolieActress

5 – Elly TrầnHotgirl

Q. Please choose one name of the celebrity when you hear the keyword of "ideal mom"

Celebrity name associated with “ideal mom”

Digital usage for children

IT device usage of children

76% allows their children to us IT devices with the usage duration up to 1 hour (73%)

34%

40%

19%

4%

Less than 30 min

30-59 minutes

1-2 hours 2-3 hours

Usage duration

Q. Do you allow your children use IT devices (smartphone, tablet, PC)? / How long does your child use Internet a day?

Yes, 76%

No, 24%

Usage permission

Children activities on smartphone

Children are allowed to use smartphones mostly for entertaining purpose (video, music, photos) while 47% use it for learning purposes.

Q. What kind of activities do you allow your children to do with smartphone?

1 Watch video

2 Listen to music

3 Study / Learning

4 Take photo

5 Play game

72%

47% 47%

33% 31%

22%

8% 5%

Concern of children using IT devices

62% are very concerned & concerned about children using IT devices.

All HCM Hanoi 23-29 30-39 Very concerned 16% 20% 13% 18% 14% Concerned 46% 47% 45% 45% 47% Average 34% 29% 38% 32% 36% Not concerned 3% 3% 3% 3% 3% Not concerned at all 1% 0% 2% 2% 0%

34% 29% 38% 32% 36%

46% 47% 45%

45% 47%

16% 20% 13% 18% 14%

Q. How much are you concerned to let your children touch the IT devices?

Summary

Summary Communications Influences Digital on kids

•  Long internet connections - 35% of mom use internet more than 5 hours

•  SMS as popular tools to communicate with husband and parents

•  Facebook are the poplar info source for most but pregnancy, where parents play important roles.

•  Webthreho and Eva are the popular web source

•  Concung.com, Bobby and Huggies are the top brands that are associated with mom

•  76% let their children use IT devices

•  The main usages are video, followed by music and learning

•  62% are concerned on the IT usage of their children

Audience profile

Demographics (N=514)

HCM, 51%

Hanoi, 49%

City

2% 9%

17% 30%

20% 8%

7% 4%

3% 2%

0% 0%

Lower than 5,000,000 VND

7,500,001 VND - 10,000,000 VND

15,000,001 VND - 20,000,000 VND

25,000,001 VND - 30,000,000 VND

40,000,001 VND - 50,000,000 VND

70,000,001 VND - 100,000,000 VND

Household income

20-24, 7%

25-29, 43% 30-34,

33%

35-39, 17%

Age

1, 53% 2, 41%

3, 5% 4, 1%

Number of children

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Our Solution

Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 180,000 members as of Nov, 2016

0% 1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6% 4% 3% 3%

47%

HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

Our Advantage: Direct Panel Management

Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research. 180,000 members as of Nov, 2016

Married Status Household income Smartphone ownership

Single, 72%

Married, 25%

Others, 3%

26%

24%

14%

15%

9%

5%

3%

4%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

<40M

27%

25%

18%

8%

8%

6%

15%

18%

Apple

Samsung

Nokia

LG

Asus

Sony

Others

Do not own

Our Advantage: Direct Panel Management

Contact Us

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