CONSUMERS & BRANDS

Target Group: Gen Z /

Generation Z in Vietnam

December 2022
 Global Consumer Survey Target Group Report
Introduction

Report overview Global Consumer Survey methodology (1)

This report analyses Gen Z (Generation Z), which are
consumers that were born between 1995 - 2012.
The report offers the reader a comprehensive
overview of Gen Z / Generation Z in Vietnam: who they
are; what they like; what they think; and how to reach
them. It provides insights on their demographics,
lifestyle, opinions, and marketing touchpoints.
Additionally, the report allows the reader to
benchmark Gen Z / Generation Z in Vietnam (’’target
group’’) against the average Vietnamese onliner,
labelled as ’’all respondents’’ in the charts.
The report is updated regularly and is based on data
from the Statista Global Consumer Survey.
Design: Online Survey, split questionnaire design
Duration: approx. 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries
Number of respondents:
• 12,000+ for countries with the extended survey
(including Germany)
• 2,000+ for the basic survey
Sample: Internet users, aged 18 – 64, quotas set on
gender and age
Fieldwork:
• Continuous from January to December
• Countries that receive the extended survey are
updated four times a year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Global Consumer Survey as of December 2022

 Gen Z / Generation Z in Vietnam
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

30% of all respondents are between the
ages 18 and 29.
52% of Gen Z / Generation Z are male.
More than half of Gen Z / Generation Z
have a low annual household income.
Gen Z / Generation Z are more likely to
live in small towns and rural
communities than the average onliner.
Having a good time and making own
decisions is relatively important to Gen
Z / Generation Z.
Movies, TV shows and music are
relatively prevalent interests of Gen Z /
Generation Z.
Gen Z / Generation Z are more likely to
have video gaming as a hobby than the
average onliner.
61% of Gen Z / Generation Z state that
they want to access their media on all
their devices.
A relatively high share of Gen Z /
Generation Z think that unemployment
is an issue that needs to be addressed.
14% of Gen Z / Generation Z have more
left leaning political views.
Gen Z / Generation Z access the internet
via a desktop PC less often than the
average onliner.
Gen Z / Generation Z tend to send
private messages more often thanthe
average onliner.
Gen Z / Generation Z remember seeing
ads in the movies/cinema more often
than the average onliner.

Gen Z / Generation Z remember seeing

ads in video portals more often than the
average onliner.

Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 30% of all respondents are between the ages 18 and 29
Demographic profile: life stages

Age of consumers in Vietnam

0%
Target group 100%
0%

0%

All respondents 30% 32% 20% 18%

18 - 29 years 30 - 39 years 40 - 49 years 50 - 64 years

5 Notes: ’’How old are you?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 52% of Gen Z / Generation Z are male
Demographic profile: gender

Gender of consumers in Vietnam

Target group 52% 48%

All respondents 52% 48%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 30% of Gen Z / Generation Z have a further education
Demographic profile: education

Consumer’s level of education in Vietnam

59%
54%

30%

14% 14%

6% 7%
4% 4% 3%
1% 2% 0% 0%
No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target group All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 More than half of Gen Z / Generation Z have a low annual household income
Demographic profile: income

Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income

Target group 22% 24% 54%

All respondents 34% 35% 32%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; How old are you?; Single Pick; Base: n=414 Gen Z / Generation Z,
n=1796 all respondents
Sources: Statista Global Consumer Survey as of December 2022
 A relatively high share of Gen Z / Generation Z live in a household of two or
more related adults
Demographic profile: household classification

Type of households in which consumers in Vietnam live​

55%

46%

18% 18% 19%

9% 10%
7% 7%
3% 3% 2% 2%
2%

Single household Couple Single parent Partners Multi- Two or more Other
household household and children generational related adults household types
family
Target group All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Gen Z / Generation Z are more likely to live in small towns and rural
communities than the average onliner
Demographic profile: type of community

Communities where consumers live in Vietnam

36%

32%

26%
24%
23%

17%

10% 9%
7%
5% 4% 5%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants million inhabitants
Target group All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

CHAPTER 02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 Having a good time and making own decisions is relatively important to Gen Z /
Generation Z
Consumer lifestyle: life values

Most important aspects of life for consumers in Vietnam

49%
47%
43% 41% 40%
36%
32%
29% 29% 28% 30% 29%
26% 25% 25% 26%
22% 22%

13%

7%

To be Having a Making Learning A happy An honest Advancing Safety and Social Traditions
successful good time my own new things relationship and my career security justice
decisions respectable
life
Target group All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Movies, TV shows and music are relatively prevalent interests of Gen Z /
Generation Z
Consumer lifestyle: main interests

Top 10 interests of Gen Z / Generation Z in Vietnam

51%
48% 48%
45%
42% 43% 42%
38% 40%
35% 34%
32% 32% 33% 33%
31% 30% 29%
25%
23%

Food & Science & Movies, Fashion Finance & Health & Travel Sports Gaming & Politics &
dining technology TV shows & beauty economy fitness eSports society
& music and current
world
events
Target group All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Gen Z / Generation Z are more likely to have video gaming as a hobby than the
average onliner
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of Gen Z / Generation Z in Vietnam

53%

42% 41%
36% 38% 37%
34% 34% 35% 33%
31%
27% 28% 28%
24% 22% 24%
21%
19%
17%

Video Tech & Traveling Reading Doing Cooking Pets Cars & Outdoor Photography
gaming computers sports & baking vehicles activities
and fitness

Target group All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 CHAPTER 03

Consumer attitudes

• Attitudes towards digital media

• Challenges facing the country

• Politics

15
 61% of Gen Z / Generation Z state that they want to access their media on all
their devices
Consumer attitudes: attitudes towards digital media

Agreement with statements in Vietnam

61%
58%

45% 44% 43%

40%
36% 35%

23%
20%

I want to access my It is important to me Digital services allow I prefer digital content I prefer to own hard
music / movies on all my to get the best image me to discover new as it is easier to manage copies of films,
devices (TV, and sound quality and exciting content books or music (e.g.
smartphone, tablet, etc.) DVD, CD, vinyl)

Target group All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; How old are you?; Single Pick; Base: n=269 Gen Z / Generation Z, n=1049 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 A relatively high share of Gen Z / Generation Z think that unemployment is an
issue that needs to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Vietnam according to Gen Z / Generation Z

47%
43%
41%
38% 38%
36% 36% 35%
33% 33%
31% 30%
29% 29%
26%
24% 24% 23%
21%
19%

Environ- Education Health Rising prices Economic Climate Unemploy- Crime Food and Poverty
ment and social / inflation / situation change ment water
security cost of living security

Target group All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 14% of Gen Z / Generation Z have more left leaning political views
Consumer attitudes: politics

Political attitudes of consumers in Vietnam

Target group 14% 44% 26% 17%

All respondents 11% 47% 33% 9%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; How old are you?; Single Pick; Base: n=518
Gen Z / Generation Z, n=2097 all respondents
Sources: Statista Global Consumer Survey as of December 2022
CHAPTER 04

Marketing touchpoints

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

• Traditional media usage

 Gen Z / Generation Z remember seeing ads in video portals more often than
the average onliner
Marketing touchpoints: digital advertising touchpoints

Top 10 places where Gen Z / Generation Z in Vietnam have come across digital advertising in the past 4 weeks

57%

50%
44%
40% 38% 38% 36%
32% 32% 32% 32%
30% 29% 29% 28% 28% 28%
26% 26%
22%

Video Social Video Search Other apps Online Websites Video Editorial Blogs/
portals media games engines stores and apps streaming websites forums
of brands services and apps
Target group All respondents

20 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n= 2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Gen Z / Generation Z access the internet via a desktop PC less often than the
average onliner
Marketing touchpoints: internet usage by device

Devices consumers in Vietnam use regularly to access the internet

97% 96%

66%
58% 57% 59%

45% 47%
44%
40%
33%
29%
24% 25% 22% 22% 21% 21% 20% 19%

Smartphone Smart TV Regular Desktop PC Tablet Smartwatch Laptop Gaming Smart Streaming
laptop with touch console speakers device
screen
Target group All respondents

21 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Gen Z / Generation Z tend to send private messages more often thanthe
average onliner
Marketing touchpoints: social media usage

Social media activities in Vietnam by type​

60%
57% 55% 54% 53%
46% 44% 43%
41% 40% 40%
33% 34%
30% 31% 29%
25% 27% 25%
23%

6% 5%
4%
2%

Sent private Posted Followed Commented Liked posts Shared Posted texts Liked Followed Shared Passive social No social
messages pictures people on posts by other posts by / status company companies company media usage media usage
/ videos users other users updates posts posts

Target group All respondents

22 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Gen Z / Generation Z remember seeing ads in the movies/cinema more often
than the average onliner
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Vietnam have come across non-digital advertising in the past 4 weeks

59%
55%

43%
40%
37% 35%
34%
29%
23%
21% 23% 24%
20% 20%
18%
14%

On TV Directly in On advertising In the movies By mailshot / In printed On the In printed

the store spaces /cinema advertising magazines radio daily
on the go mail and journals newspapers
Target group All respondents

23 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 Gen Z / Generation Z tend to go to the movies more often than the average
onliner
Marketing touchpoints: traditional media usage

Type of media consumers in Vietnam have been using in the past 4 weeks
88% 88%

65%

50%
44% 45% 44%
40%
34%
30%

TV Movies / cinema Magazines Newspapers Radio

Target group All respondents

24 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; How old are you?; Single Pick; Base: n=518 Gen Z / Generation Z, n=2097 all respondents

Sources: Statista Global Consumer Survey as of December 2022

 GLOBAL CONSUMER SURVEY 2022

Understand what drives

consumers
The Statista Global Consumer Survey offers a global perspective on
consumption and media usage, covering the offline and online
world of the consumer. Our survey is designed to help marketers,
planners, and product managers understand consumer behavior
and consumer interactions with brands.

• Cross-tabulation
• Customized multi-dimensional target groups
+
• Trend and country comparisons
• Export in Excel (CSV) or PowerPoint format

Find out more on:

statista.com/global-consumer-survey 1,700,000+ 56 3.4bn.+ 14,500+ 50+
interviews countries & represented international topics &
territories consumers brands industries

25
 Jan Gewiese Stefan Rau
Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
and Business Administration (M.Sc.) from the University of Hamburg. He interned Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
at the Hamburg Center for Health Economics and Mercedes-Benz USA. interned at TNS Infratest.​

At Statista he is responsible for designing consumer studies, product automation, At Statista he is responsible for report and process automation. His area of expertise is data
and brand research. analysis using Python and SPSS.

26
www.statista.com