Consumer Fact Pack

Presented by:
Chris Morley – Managing Director ACNielsen Vietnam
May 2007
For more information contact
vietnaminfo@acnielsen.com

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Head-line...76% of people visit the
barbers
Toe-job…55% of women have a
pedicure whilst there
Chris Morley – Managing Director ACNielsen
Vietnam

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

ACNielsen Class Definitions

Our class definitions use a combination of durable ownership (proof of

wealth) and housing class type which we have modeled against other
factors to produce the most reliable method of Socio Economic
segmentation.
This is required in Vietnam, in our opinion, due to sources of income and
wealth outside of claimed income ranges.
Email Vietnaminfo@acnielsen.com for more information

Your consumers from Head Confidential & Proprietary

May 22, 2007 Page 3
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Population and Economics

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

 Vietnam population by age group in 2000
60% Under 30 in 2000. In 1990 51% <$1 per day
10

6
Millions

0
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Source: Government Statistics Offices

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May 22, 2007 Page 5
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 Vietnam population by age group in 2005
15-24 years grow fastest, 2006 only 8% <$1 day
10

6
Millions

0
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Source: Government Statistics Offices

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May 22, 2007 Page 6
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 Vietnam population by age group in 2010
Working population growth, set to exceed $1,000 GDP per head
10

6
Millions

0
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Source: Government Statistics Offices

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May 22, 2007 Page 7
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 Vietnam population by age group in 2015
Dependency Ratio Drops
10

6
Millions

0
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Source: Government Statistics Offices

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May 22, 2007 Page 8
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 Vietnam population by age group in 2020
22 million more over 30s than 2000
10

6
Millions

0
0-4 '5-9 '10-14 15-19 20-24 25-29 30-34 35-39 40-44 45-49 50-54 55-59 60-64 65-69 70-74 75-79 80+
Source: Government Statistics Offices

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May 22, 2007 Page 9
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 Local Economic Growth
5yr average growth (%) Share of GDP (%)

12.0

10.6
10.2
43 41
8.6
Services
7.0 Industry
5.9 Agriculture
5.5 25
4.8 41
4.4
4.0 3.8
2.8
32
19

Agriculture Industry Services 1990 2005

1990 1995 2000 2005

Source: Government Statistics Offices

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May 22, 2007 Page 10
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The Economy and My Economics
(percentage)

3 1

25
Excellent
51 Good
Fair
Poor

68

40

5 5
Status Of Our Economy My Own Household
Finances

Source: ACNielsen Omnibus

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May 22, 2007 Page 11
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 Import and Export Trade
40
Import
Foreign Sector Export
35 Foreign Sector Import Export
Domestic Sector Export
30 Domestic Sector Import 14

11
25
Billions US$

19
9
20 14
7
15 6 10
4 8
7 7 23
10 21
16
13 14
11 12 12
5 9 10
8 8

0
2000 2001 2002 2003 2004 2005
Source: Government Statistics Offices

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May 22, 2007 Page 12
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Income Growth
HCMC & HANOI (nearly 2million >US$430 pm by 2009)

6% 8% 8% 11% 12% 18%

14% 23% 26%
15%
24%
30%
39%
47% 7+m VND
48% 4-7m VND
53% 54%
58% 2-4m VND
53% <2m VND
51%
43%
31%
33%
24% 21%
14% 14%
9% 6% 4% 2% 2%
2002 2003 2004 2005 2006 2007F 2008F 2009F

Source: ACNielsen Omnibus

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May 22, 2007 Page 13
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 Fuel Prices Almost Doubled Since 2004
12,000

Gas 92
10,000
Gas 90
Gas 83
8,000
Diesel
Petroleum
VND

6,000 Mazut.2B

4,000

2,000

0
1

5
01

02

03

04

05

ec 06

t
es
-0

-0

-0

-0

-0
n-

n-

n-

n-

n-

n-
ec

ec

ec

ec

ec

6
Ju

Ju

Ju

Ju

Ju

Ju

-0
D

D
Source: Government Statistics Offices

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May 22, 2007 Page 14
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 Petrol Spend / Month
(Individuals)

> 500,000 2%

451,000 - 500,000 2%

351,000 - 400,000 2%

301,000 - 350,000 6%

251,000 - 300,000 11%

201,000 - 250,000 16%

151,000 - 200,000 21%

101,000 - 150,000 27%

76,000 - 100,000 10%

50,000 - 75,000 3%

<50,000 1%
Source: ACNielsen Omnibus

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May 22, 2007 Page 15
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Urban Income Outstrips Price Increases
(cumulative growth indexed on 2002)

Effect of RPI
173%
Effect of Income Gwth

150%

130% 131%

120%
113%
111%

103%
100%100%

2002 2003 2004 2005 2006F

Source: Government Statistics Offices

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May 22, 2007 Page 16
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Vietnamese Living Standards
Spending Power (expenditure/population) in US$ Per annum

$589

$372
URBAN

RURAL
$227
$165

1999 2004
Source: Government Statistics Offices

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May 22, 2007 Page 17
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 Urban and Rural Growth GDP Per Capita
Compound Growth in GDP, Indexed on 2002

198%

172% 174%

URBAN
RURAL 152% 151%

135%
131%
120%
113%
108%
105%
100%100% 101%

000 001 002 003 004 005 0 6E

2 2 2 2 2 2 20
Source: Government Statistics Offices

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May 22, 2007 Page 18
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 The opportunity for Further Growth
GPD per Head at Purchasing Power Parity (US = 100)

75.8% 76.1%

65.7%

49.8%
43.9%

23.5%
19.1%
12.3% 12.5%
6.4% 7.3% 8.5%

am di
a
si
a e s na nd sia re
a an or
e an ng
n n e in hi ila ay o iw p p o
et I n p C a al K Ta a Ja K
Vi do ilip Th M ing on
g
In P h S H
Source: Government Statistics Offices & UN reports

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May 22, 2007 Page 19
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 Urbanization
United Nations Forecast (%)

68
65
62
58
53
48
42 43 41
40 38
36 36 35
32 32
29 29 30
27 28 27
24
22

995 000 005 010 015 020 025 030

1 2 2 2 2 2 2 2

Vietnam Indonesia India

Source: UN Reports

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May 22, 2007 Page 20
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The Urban Vietnamese Family

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

 62% Of Households have 4 or 5 people
HCMC and Hanoi (%)
10 PERSON 1
5 PERSON 3 % Earners in HH
9 PERSON 1 % of people in HH

8 PERSON 3
4 PERSON 10
7 PERSON 5

6 PERSON 7 3 PERSON 18

5 PERSON 14

4 PERSON 38 2 PERSON 54

3 PERSON 24
1 PERSON 15
2 PERSON 9

1 PERSON 0

Source: ACNielsen Omnibus

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May 22, 2007 Page 22
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Ave Household Size

7 million single person HH Changes to come?

4.7
3.1 4.4

2.4

1961 2004 1999 2004

Source: Government Statistics Offices

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May 22, 2007 Page 23
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 In Five Years Males +2, Females +1
Similar to a “traditional” UK society in 1961

FemalesVN 25 FemalesUK 32
2004 24 2004 29

FemalesVN 24 FemalesUK 24
1999 23 1961 23

MalesVN 28 MalesUK 34
2004 27 2004 31

MalesVN 26 MalesUK 27
1999 25 1961 26

Average age of having first child Average age of having first child
Average age of first marriage Average age of first marriage
Source: Government Statistics Offices & ACNielsen Omnibus

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May 22, 2007 Page 24
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US Demographic Shift
percentage unless otherwise stated

63
Millions of HH
105
81
Family HH
69

Men Never 55
Married 30-34Yrs
84

Women single 20- 36

24yrs
73
21
5+ HH
10
17
One Person HH
26 2000 1970

Source: Government Statistics Offices

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May 22, 2007 Page 25
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Shopping and Lifestyle

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Waking Up & Going To Bed
Taiwan the latest to get up, Vietnam one of the earliest (%)

Going to Bed Getting Up

Taiwan 46 Taiwan
44

Vietnam Vietnam
36 35
34 33
29
26
24 24

15
12 11
9
6 6
4
2 2
0 1 1 0 0

Before 9-10pm 10- 11- 12-1am after Before 5-6am 6-7am 7-8am 8-9am After
9pm 11pm 12pm 1am 5am 9am

Source: ACNielsen Sleeping Habits

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May 22, 2007 Page 27
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 Fresh Food Purchases

Before 6.30am 8

6:30am - 8:00am 50

8:00am - 9:30am 43

9:30am to 11:00am 10

11:00am - 1:30pm 2

1:30pm - 3:00pm 1

3:00pm - 4:30pm 2

4:30pm - 6:00pm 6
Percent by Time Slot
After 6:00pm 6

Source: ACNielsen Shopper Trends

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May 22, 2007 Page 28
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Main Household Expenses
(percentage split)

38
Food & beverage
35
Saving (not including 20
insurance) 24
11
Education
10
Transportation, Telephone 8
& Communication 10

Fuel, Light, Water

8
7
2
Insurance (Life&Other)
8
6
Clothing and footwear
5

Housing
10
1

Health
4
2 AB EF
Source: ACNielsen Omnibus

Your consumers from Head Confidential & Proprietary

May 22, 2007 Page 29
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 Average Monthly Spending
Grocery & Personal Care Vs. Fresh Food

$131

$109
$95 $98
$84

$59

74%
77%
62%

Year 2003 Year 2004 Year 2005

Total Expenditure US$ Fresh Food US$

Source: ACNielsen Shopper Trends

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May 22, 2007 Page 30
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 Wet Market Still Dominates In Vietnam
High

Philippines Vietnam
Wet Markets – regular users %

China
Thailand
Indonesia
70% Australia
70%
HK NZ Malaysia
Taiwan Singapore Korea
India
Japan

50%
50%
Low High
Traditional Grocery Stores – regular users % Source: ACNielsen Shopper Trends

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May 22, 2007 Page 31
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Shopping Partners

Family 37%

Partner 27%
With
Alone others
55% 45%
Child/
21%
Children

Friend(s) 15%

With Others % Split

Source: ACNielsen Shopper Trends

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May 22, 2007 Page 32
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Ownership And Attitudes

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

The Basics

98

99 Color TV
98
Rice cooker
97
98 Iron
78
93 96 Washing machine
100 41 Gas stove/cooker
99
99 89 Fridge/Freezer
83
93 1 Fixed Line Phone
97 51
84 24 Air-Con
65 55
9
AB CD EF
Source: ACNielsen Omnibus

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May 22, 2007 Page 34
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Changes Since 1996

65
Air-conditioner
78
27 Washing machine
49 75
50 PC
89
68 Hand Phone
86 99
Fridge/Freezer
7
16
3
0
51 88 100 Gas stove
34
98 98 Color TV
89

1996 2006 AB 2006

Source: ACNielsen Omnibus

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May 22, 2007 Page 35
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Motorbike and Car Ownership

0
Motor bike >24
mVND
75

29
Motor bike 12-24
mVND
25

55
Motor bike - less
than 12 mil VND
0 E&F

0 A class
Car
8

Source: ACNielsen Omnibus

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May 22, 2007 Page 36
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Top 10 Motorbike Brands
percentage ownership

Future II

3 5 7 Nouvo (Yamaha)
4 2 2 3 3
4 2 5 2 3
5 6 9 8
4 5
4 1 10 6 Attila (SYM - VMEP)
7 6 7
10 10
7 5 7 9
12 2 Future cuõ (Honda)
5 6 10
9 6
3 12
8 11 Dream (TQ)
12 10 8
19 1
11 11 7 18 Jupiter (Yamaha)
10
20
14 13 Wave (TQ)
10
21 24
19 Super Dream (Honda)
11 10 12 12

Dream Import (Honda)

I
C

D
O

0
M

-3

-4

-5

C
N
C

18

31

41

Wave Alpha (Honda)

A
H

Source: ACNielsen Omnibus

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May 22, 2007 Page 37
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Trading Up To Scooters
(what would you most consider to buy)

84

68
65

Scooter
Standard
32 32 Replica

16

3 1

AB CD EF
Source: ACNielsen Omnibus

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May 22, 2007 Page 38
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Intention to purchase a Car

Within one year or less

1 Hanoi
2 HCMC
1-2 years
3

2-3 years 1
2

3-5 years 1
1

More than 5 years 2

4
Intend to buy but no specific 27
timing 13

No intention to buy 67
76

0 10 20 30 40 50 60 70 80
Source: ACNielsen Omnibus

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May 22, 2007 Page 39
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Hi Tech Goods

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Hi-Tech Ownership
(Households)
Audio system w 60
CD/VCD/DVD 99
Hand phone
36
86
Computer
7
85
Photo camera
7
69

Microwave
49
Radio/cassette/Audio 32
(noCD) 31
VCR
17
30 E&F (%)
Radio
20
21
VDO camera A class (%)
17

CD player
13
Source: ACNielsen Omnibus

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Computer Ownership HCMC
(Households)

88%

76%

65%

2002
45% 2004
39%
2006

17% 18%
15%

5% 4%
1% 0% 0%

Class A Class B Class C Class D Class E Class F All SECS

Source: ACNielsen Omnibus

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May 22, 2007 Page 42
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Mobile Phone Ownership HCMC
(Households)

25%
All SECS
72%

3%
Class D
64%

12%
2002
Class C 2004
80%
2006
24%
Class B
90%

50%
Class A
98%

Source: ACNielsen Omnibus

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May 22, 2007 Page 43
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Vietnam Online

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

Internet Usage
HCMC & Hanoi

53%

41%

32%

24% 23%

10%

Total Male Female 18-30 31-40 42-50

Source: ACNielsen Omnibus

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May 22, 2007 Page 45
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10% Of the World Have Bought Online
(Last 3 Purchases)

Books 34%
Videos/DVD/Game 22%
Airline Reservation 21%
Clothing/Accessories/Shoes 20%
Music 18%
Electronics 17%
Computer Hardware 16%
Tours/Hotel Reservation 14%
Computer Software 13%
Event Tickets 12%
Cosmetics/Nutritional 10%
Groceries 6%
Sports Goods 4%
Toys/Dolls 4%
Automobiles & Parts 3%
Sports Memorabilia 1%
Other 19%
Source: ACNielsen Omnibus

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May 22, 2007 Page 46
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Payment Methods Globally

Credit Card 59%

* 59% of which Visa Card
Bank Transfer 23%

COD-Cash On Delivery 13%

PayPal 12%

Debit Card 11%

Money Transfer 8%

Postal Transfer 5%

Cash Paid In Person by the Buyer 3%

Payments Through A Convenience Store 2%

Cash In The Mail 2%

Pre-Paid Card 1%

Other 5%

Source: ACNielsen Global Online Study

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May 22, 2007 Page 47
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Uses of the internet in HCMC and Hanoi
By Age Group

43%
Chatrooms 72%
81%
Catching up with news/current affairs 63%

Play games 14%

57%
34%
Email 38%

Watching movies 0%
33%
3%
Study/homework 15% 18-30 41-50
Work 27%
14%
0%
Dating online 11%
At internet
0% 3%
Job search 5%
cafe

0% At work 15%
Listening to music 3%

Shopping online 10%

3%
At home 31%
14% Internet
Checking the weather 2% 50%
Service

Source: ACNielsen Omnibus

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May 22, 2007 Page 48
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Frequency of using the Internet in HCMC and Hanoi
(32% of Total Population of HCMC and Hanoi currently Online)

40%
<30 min

31-60 min

1-2 hours

22% 2-3 hours

3-4 hours
15%
13%
4-5 hours

4%
1%

Source: ACNielsen Omnibus

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May 22, 2007 Page 49
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Email The New Snail Mail?

90%

70%

59%
54% Online in 2006?
53%
50%
45%
36%
31%
24% 26%
20% Those Online
11% Using Email
10%

18-20 21-25 26-30 31-35 36-40 41-45 46-50

Source: ACNielsen Omnibus

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May 22, 2007 Page 50
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Personal Care and Holidays…

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

 76%People Visit The Barbers Shop/Hair Salon
(percentage amongst those visiting)
Hair cut only 96 69

Hair shampoo 21 80

Shave 60 0

Ear cleaning 60 0

Manicure 0 55

Pedicure 0 48
Facial massage 8 35

Hair style 2 29

Facial mask 1 14

Perm 1 7

Eyebrows pluck 0 8

Colouring 2 5
Men Women
Make up 0 4
Source: ACNielsen Omnibus

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May 22, 2007 Page 52
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 Top 10 Holiday Destinations
From HCMC From Hanoi

Vung Tau 27 Thanh Hoa 14

Nha Trang 9 Ha Tay 11

Da Lat 7 Hai Phong 9

DKNA 7 Ha Long Bay 7

Phan Thiet (Mui Ne) 6 Vinh 7

Suoi Tien 4 Nam Dinh 5

Ñam Sen 3 Sapa 5

Long An 3 Quang Ninh 4

Long Hai 3 Thai Binh 4

Ha Noi 2 Last Holiday (%)

Hai Duong 3 Last Holiday (%)
Source: ACNielsen Omnibus

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May 22, 2007 Page 53
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 Most Urban Vietnamese Families…
Shop Before
Get Up Before Spend >$120 2/3 of which No Intention
8am
6am (mum, grandma) groceries Fresh Food To Buy A Car

Have Shave Married Before

And Ear Clean She’s 26
At Barbers Baby Before
She’s 27
Have Manicure
At Hair Salon

Most Aware
Toyota 18-30s Online
Mercedes, Ford
Own Wave Married Before
Dream or He’s 29 News Games
Super Dream And Chat

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Emerging Modern Trade Channels

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

 Vietnam’s Attraction

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May 22, 2007 Page 56
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Spend in the developing markets is much less with the typical urban Vietnam
household spending on US$133
US$
600

500

Total Spend
400
330

300 Amount
Spend
% Spend on
on Fresh Food
200 173 Fresh
152 142 Food
134
121 132
89 98 84
100 67 76
53% 63 64
49 46 38 74% 66%
41% 47% 20
40% 51% 50% 31%
0
Singapore Thailand Malaysia Sri Lanka Indonesia Philippines India Vietnam - Vietnam -
Hanoi HCM
Total Fresh Food
Source: ACNielsen Shopper Trends

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 Where we buy non-fresh food products
(where purchased P4W % - not mutually exclusive)

2 4
19
36
6 36

12 6
89 90

79
59 60

10 9

Snack/Confec Canned Milk Pdr Fresh Fresh Veg

Meat/Seafood

Supermarkets/Minimarts Markets/stall in markets Grocery stores

Source: ACNielsen Shopper Trends

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May 22, 2007 Page 58
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Local vs International
4
10
18
26

52
68

96
90
82
74

48
32

SHAMPOO SHOWER LAUNDRY D.LIQUID INFANT BISCUITS &

GEL MILK PIES

International Local
Source: ACNielsen Retail Tracking Information

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Brand Loyalty
Strong For Personal Care – Will Diminish With More Brands, Marketing & Promotion

11
22 19

45 21 43
54 49
66 24 27 65

15 18
15
15 56

13 49 48 12
33 35
28 33
18 20
7 12
3 4 5 5 2 4 3
Carbonated Ice Cream Biscuits Shampoo Laundry Snacks Body Lotion Household Toilet Soap
Soft Drinks Detergent Cleaner

Wait Until Avail Same Brand Another Store

Same Brand Diff Size/Flav Buy Different Brand
Source: ACNielsen Shopper Trends

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May 22, 2007 Page 60
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 Growth of Supermarket & Personal Care Stores
Consideration through to Usage

99 94
Consider Using
97 90

96 91
Ever used
94 81

90 80
Ocassionally
85 60

56 58
Use P4W
51 26

39 36
Use P7D
36 14

22 HCMC 2005 1 Hanoi 2005

Purchase Most HCMC 2004 Hanoi 2004
10 3

Source: ACNielsen Shopper Trends

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Modern Trade Greatest Share Gains
HCMC & HANOI

Personal
Deodorants Toothbrush Body Cream Biscuit
Wash

17 21 19
27 24 25 29 28
33 31

83 80 81
74 76 75 71 73
67 69

2004 2005 2004 2005 2004 2005 2004 2005 2004 2005 2004 2005

Traditional Trade Modern Trade

Source: ACNielsen Retail Tracking Information

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May 22, 2007 Page 62
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Recent Reports

• The the biggest reported hurdles to entering the market are

– FDI regulations
– High import taxes
– Perceived difficulties in obtaining licenses to open more stores

• We’ve recently produced a forecast based upon

– “Claimed” store openings
– Government expectations
– Market growth rates (Modern vs Traditional Trade)

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May 22, 2007 Page 63
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Total Vietnam Share Of Trade
ACNielsen Forecast, Using Retail Audits, Govn Stats & Retailer Plans

3 3 4 6 7 9 11 14 17 20 24

97 97 96 94 93 91 89 86 83 80 76

2000 2001 2002 2003 2004 2005 2006F 2007F 2008F 2009F 2010F

Traditional Modern
Source: ACNielsen Retail Tracking Information

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HCMC and Hanoi Share Of Trade
ACNielsen Forecast, Using Retail Audits, Govn Stats & Retailer Plans

14 12 13 15 19 24 28 32 37

86 88 87 85 81 76 72 68 63

2002 2003 2004 2005 2006F 2007F 2008F 2009F 2010F

Traditional Modern
Source: ACNielsen Retail Tracking Information

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Small Impact On Traditional Trade So Far
(also other reasons for store numbers decline)
Milk Beverage Cafes
Biscuit Store 2,492
Modern &Spirits
Trade 143
85
25

M.S-
-67
Mixed
+7%
-236
Personal
Store
-366 -368
M.S-HPC Pharmacy
-467
Street
Vendor
-657
-708
Growth/Decline 2005 Cigarette
Trad Kiosk
Grocery From ACNielsen Audit of 250,000 outlets
Source: ACNielsen Retail Tracking Information

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Saigon Cool

Confidential & Proprietary • Copyright © 2007 The Nielsen Company

 Established Youth Segments
(percentage contribution of each group – 16-24 years old)

Traditionals,
27%

Kids with big

head, 25% Hard working
Bees, 27%

Saigon Cool,
21%

Source: ACNielsen Generation “V”

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About the “Saigon Cool”
3 x more likely to want to work overseas than “Traditionals”
TV best Leisure Activity 88%

Prefer International Pop 67%

Can't afford Cable 63%

Exercise Regularly 61%

Completed High School 59%

LESS likely University than "Bees" 50%

% Students? 49%

Married before I'm 26? 45%

More Likely To Live With Extended

Family Than Other Groups?
45%

More Likely AB 45% % More Or

Less Likely
Boy/Girlfriend before 17? 41% Absolute %
Source: ACNielsen Generation “V”

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Let’s Talk About It?

23
Personal health
73

37
Money issues
66

Study/work/career 77
plans/issues 56

42
Family issues
43

Personal/physical 44
development 33

78
New trends/ fashion
16

56
Sexual relationships
12
Discuss With Family (%) Discuss With Friends? (%)
Source: ACNielsen Generation “V”

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 Most Popular Exercise Activities
(Of the 61% who participate, what activity do you do?)
Jogging/running 50

Football 35

Swimming 24

Badminton 22

Body building 13

Cycling 9 If not excercising, why not?

Tennis 5
Lack of time 70
Volley ball 5

Da cau 2
Lack of energy 20
Pingpong 2

Aerobics 2 No need to exercise/I am

12
healthy and fit as I am
Basket ball 2

Yoga 1 Lack of money 4

Go to the Gym 1
Source: ACNielsen Generation “V”

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Conscience & Aspiration

98
Never travelled overseas
97

Protect Environment even at 72

Economic Expense 75

I would prefer to buy 96 Traditionals

enviromentally friendly 79 Saigon Cool

87
I'm worried about gap, rich&poor
60

64
Don't run after Western Life
35
Source: ACNielsen Generation “V”

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Most Common Leisure Activities
57 Traditionals (%)
Hang out with friends
63 Saigon Cool (%)

54
Read a magazine
62

51
Read a book
56

71
Read a newspaper
80

99
Watch terrestrial TV
97

Source: ACNielsen Generation “V”

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Out for Dinner?
2
Buy new clothes
6
Traditionals (%)
3 Saigon Cool (%)
Go to karaoke
11

Eat dinner outside the 4

home 18

13
Go to a pub/bar
18

28
Access internet
20

40
Watch DVDs
33

26
Listen to the radio
38

Source: ACNielsen Generation “V”

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Contributors To Purchasing A Mobile Phone
(All individuals)
Conventional
40%
advertising
33%
(TV/Print)
26%
Word of mouth
35%

Searching the 52%

Internet 42%

Blogs on the 12%

Internet 7%

Window 56%
shopping 21%
Previous 42%
experience with
35%
the same
The brand
57%
name/reputation
company 45%
Vietnam
8%
Asia Pacific Other
6%

Base: All respondents.

Source: ACNielsen Global Purchase Influencers

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Contributors To Purchasing Fashion
(All Individuals)
Conventional
37%
advertising
35%
(TV/Print)
24%
Word of mouth
21%

Searching the 32%

Internet 31%

Blogs on the 10%

Internet 7%

Window 56%
shopping 42%
Previous 34%
experience with
21%
the same
The brand
47%
name/reputation
company 34%
Vietnam
12%
Asia Pacific Other
12%

Base: All respondents.

Source: ACNielsen Global Purchase Influencers

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What Designer Accessories Do You Buy Now?
(Global Average)

Shoes 49%

Sunglasses 32%

Wallet 26%

Handbag 21%

Belts 21%

Stationary (palm pilot etc.) 14%

Briefcase 10%

Luggage 7%

Key Chain 6%

None Of These 35%

Source: ACNielsen Global Designer Brands

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I read a lot - Vietnam
Magazines with > 10% reading

Sai Gon Tiep Thi

15
12 Sai Gon Giai Phong
12
21 Hanoi Moi
31
Nguoi Lao Dong
23
17 Tien Phong
20 9
8
5
12
29 9 The Thao Ngay Nay
15
30 25 Phu Nu Thanh Pho
33 19 The Thao Tp.HCM
8
18
45 18 An Ninh Thu Do
26
The Thao Van Hoa
60 23
Phu nu Viet Nam
66
51 Thanh Nien
An Ninh The Gioi
68 73
Cong an Tp.HCM
Tuoi Tre
Worker Bees Saigon Cool
Source: ACNielsen Generation “V”

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What are they watching?
89
Entertainment (foreign) 91
Traditional Theatre &
82
Plays 90
77
Documentary 82
71
Modern plays 76
66
Cartoons 80
58
29
News/ current affairs 65
41 54
Sport 63
51
21 Western movies 61
23 Vietnamese movies
38
57
26
36 Other Asian movies
32
26 Soap Operas 13
9
9 13 Comedy series 8
17 Saigon Cool
Traditional Saigon Cool Game Shows 3
6
<1 hour 1 - 2 hours 2 - 3 hours >3 hours Music/ pop videos 1 Traditional
0
Source: ACNielsen Generation “V”

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Shopping
Saigon Cool Traditionals

30%
More Than 100k
VND per week
49%

71%
Mum Gives Me
Pocket Money
67%

47%
I like to Cruise
Shops
59%

41%
Visit Supermarket
P4W?
48%

Source: ACNielsen Generation “V”

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Foods Consumed Every Month – Saigon Cool
(% claimed usage)

Instant Noodles 95
Shampoo 100
Carb Bevs 89
Coffee 76 Toothpaste 99
Gum 71
Liquid Milk 66 Bar Soap 76
Bottled Water 65
Facial (F) 74
Candy 64
Energy Drinks 58 Shower 55
Savoury Snack 50
Ice Cream 47 Conditioner 52
Tea Bags 45 Moisturiser
(F) 47
Tonic Food Drink 40
Tea Conc 39 Tissue 47
Fruit Juice 36
Yoghurt 36 Deos 33
Beer 25
Mouthwash 20
Biscuits 25
Source: ACNielsen Generation “V”

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 The Big Screen – Cinema
4 4
9 10 9

43 39
42
49
63

53 56
48
42
27

Worker Bees Saigon Cool North(HN,HP) Central(DN,NT) South(HCM,CT)

Never Occassionally Regularly - At least once a month

Source: ACNielsen Generation “V”

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Most admired 2005
(Top 3 positions based on % votes)
Ho Chí Minh My Tam David Beckham

4
Saigon Cool 6
8

3
Worker Bees 4
25

7
Traditional 9
14

5
Big Heads 6
14

5
Total 6
16

Source: ACNielsen Generation “V”

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 Saigon Cool…
Completed At More Likely
Prefer Non VN Exercise Love Eating
Least High To Hang Out
Pop Regularly Out In Cafes
School

Larger Network
More “Carefree”
Of Friends
Open About Considering
Relationships Working
With Friends Overseas
Less Traditional
Brand Choice
More Likely
To Use Family Still
Supermarkets No1

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May 22, 2007 Page 84
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Sources

• Government Statistics Offices

– Vietnam Macroeconomic Statistics
– UK Government Statistics
– US Government Statistics
• ACNielsen Generation “V”
– ACNielsen Vietnam Generation “V” Youth Segmentation Study 2004/2005
– Quant 5 Cities, N = 1200, Qual Groups, 4 Cities
• ACNielsen Modern Trade Growth Study
– ACNielsen Vietnam Advanced Analytics Study
– Desk Research & Quant using Government Statistics, Intended Store Openings, ACNielsen Vietnam Retail Audit Information and ACNielsen
Vietnam 2005 census (250,000 stores)
• ACNielsen Omnibus (Sept 2006)
– Quant, HCMC and Hanoi, n = 600 plus Booster panels of N = 300 for Finance, Auto, Personal Care segments
• ACNielsen Shopper Trends
– Quant, HCMC and Hanoi, n = 1,000
• ACNielsen Retail Tracking Information
– ACNielsen Vietnam and Asia Pacific Retail Audits and Scanning Data Services
• Other recommended reading & opinion
– HSBC “Going For The Next Level”
– IMA Asia Outlooks 2006
• ACNielsen Global Consumer Confidence
– ACNielsen Global Study 2006
– Quant, 41 countries , Online n = 500 per country approx
• ACNielsen Global Purchase Influencers
– ACNielsen Global Study 2006
– Quant, 41 countries , Online n = 500 per country approx
• ACNielsen Global Online Habits
– ACNielsen Global Survey of Online Habits, 41 countries Online, n = 500 per country approx
• ACNielsen Global Sleeping Habits
– ACNielsen Global Sleeping Habits Study, 41 countries Online, n = 500 per country approx
• ACNielsen Global Designer Brands
– Quant, Global Survey Of Designer Brands and Products, 41 countries Online, n = 500 per country approx

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Thank you

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Copyright The
© 2007 Nielsen
The NielsenCompany
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