org/earth/) .57% under 25 Growth Rate estimated in 2006 **Source: GeoHive (www.nd 2 Vietnam Philippines India Malaysia Indonesia China Thailand Taiwan Singapore S Korea Hong Kong Japan 0% youngest population in Asia 38 38 35 35 34 27 27 24 23 23 19 16 14 15 20% 0-14 20 40% 15-24 25-39 60% 40-59 60+ 15 18 30 29 80% 18 30 28 23 21 100% 18 19 27 20 19 19 26 27 21 24 21 14 19 20 22 24 23 20 19 11 10 9 21 22 13 14 17 16 17 8 6 6 6 7 9 7 Vietnam s consumption days are still ahead .xist.

351 D = US $350 .151 F = US $150 below 2008 2006 2003 2001 1999 0% 7 14 12 21 An Emerging Urban Upper class Monthly declared household income 37 55 36 32 31 20% SEC AB 40% SEC CD 60% 62 0% SEC EF 100% 56 50 55 24 9 Over a 3rd of urban households now earn more that US $500 / month.000 .SEC Scale A = US $1. while less than 10% of households can not afford branded products Source: TNS VietCyle 1999-2008 urban only .501 C = US $500 .251 E = US $250 .001 + B = US $1.

Our occupation type of business There is an increase in private sector employment 4 .

n=1304 1 26 9 35 29  V 2001. hence bring honor to the parents  V 1999. n=1320 2 17 8 45 29 HANOI Heritage-wise. showing that we re trying to improve our knowledge G V 10-12 G 12 9 or lower 40 Grade 10-12 17 2008. n=2000 13 9 10 43 25 H 9 10 7 27 6 9 17 5 5 3  ¢©¥£ ¢§ ¦ ¢¦¥ Univ s i y & b v S Univ s i y S c ll Universi y & bove Some Universi y Grade 9 or lower 12 40 40 15 14 43 48   ¢ ¨¢ ¦ ¢§¦ ¤ £¢ ¢©¥£ ¤ £¢ Some college ¡  ¡  ¡  ¡  ¡  17 35 39 5 26 40 . highly affecting the cultural personality and aspirations in the north Higher education is almost an order from parents to their kids the only way to success in life. n=1000 19 12 Vc-2008 19 12 V 2004. n=1232 1 21 8 46 23 ANANG ANTHO  V 2006.Our Education More uni-level in the past few years. Hanoi was the cradle of feudal intellectuals.

Overseas experience Still not many of us have lived in a foreign country longer than 3 months Yes No VC-2008. n=1232 9 91 6 . n=1000 4 96 VC-2006. n=2000 5 95 VC-2004. n=1320 4 97 VC-2001.

F r ig la guag p k Yet a significant increase in foreign language skills over the last 10 years . = . = . = . = 7 7 . = .

F g gu g p k Chinese becomes more popular besides English 8 E g h h F h Ru J p - 8 = = 8 .

n=523 HCMC.«especially in HCMC English 100 93 90 80 73 70 60 50 40 30 30 20 10 3 0 Vc-2008. n=345 DANANG. n=107 HANOI. =49 CANTHO. =22 9 Fr nch Russian 99 Chinese 92 89 10 3 5 1 2 5 5 4 4 5 1 4 .

In-h me Internet penetrati n (Hanoi & HCMC) In- With 1 in 3 urban homes connected to internet. Internet based advertising will experience steady growth Source: TNS VietCyle ± 1999-2008 ± HCMC & Hanoi .

Da Nang and Can Tho) Source: Yahoo!-TNS Net Index 2008 . Hanoi.Day in the Life of an Internet User Watching TV Listening to Radio Surfing the Internet Reading Newspapers Reading Magazines TV Internet N ew spapers 3: 00 3: 01 A M -4 :0 0 4: 01 A M -5 :0 0 5: 01 A M -6 :0 0 6: 01 A M -7 :0 0 7: 01 A M -8 :0 0A 8: M 01 -9 :0 9: 01 0A M -1 0: 10 00 :0 AM 111 :0 11 0A :0 M 112 :0 12 0P :0 M 11: 00 1: 01 PM -2 :0 0 2: 01 PM -3 :0 0 3: 01 PM -4 :0 0 4: 01 PM -5 :0 0 5: 01 PM -6 :0 0 6: 01 PM -7 :0 0 7: 01 PM -8 :0 0 8: 01 PM -9 :0 9: 01 0PM -1 0: 10 00 :0 PM 111 :0 11 0P :0 M 112 1 2 :0 0A :0 M 11: 00 1: 01 AM -2 :0 0A M 2: 01 - Internet can help fill the gap betw een traditional media and provide a truly integrated marketing campaign Base: Past month internet users aged 15+ across all 4 major cities (Ho Chi Minh City.

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