What is Vietnamese Youth Lifestyle

Research Background
This survey clarifies the lifestyle of Vietnamese urban single youth, to
understand their lifestyle and help you market them better

Age: 20-29
Married status: Single
Occupation: Full-timer / Part-timer / Self-employed
Location: HCM / Hanoi
Number of respondents: 500

Agenda

Living

Fashion

Job

News / Information

Food / Drink

Activity

Digital

Living

Living: Who do you live with

53% live with their family or relatives and 38% share rooms
47%

15%
11%

10%

8%
6%

3%
With my family

Who do you live with?

By myself

With my room
With my
With my friends
mates
brothers / sisters

With my
relatives

With my partner

Living: Likes / dislikes

Likes

Convenient location
48%

Cleanness
43%

Quietness
36%

Far from office

19%

Far from center

18%

Dislikes
Noisiness
20%

What do you like / dislike about where you live ? (Exlcuding those who live with family)

Living: Rent
Average pricing of rent are
1,100,000 VND per month
* those who live with their family or relatives are excluded

44%

28%

12%
8%

6%

1%
Less
than
500K

How much do you pay for your rent?

500K
1M

1-2M

2-3M

1%

3-5M 5M and No rent

more
fee

Living: Satisfaction
42% youth are satisfied with
current life
Are you satisfied with your life?

Unsatisfied,
22%
Satisfied,
42%

Others, 36%

Living: Things to spend money

Send money home are top. Male spend for mobile / IT,
female for fashion
47%

46%

42%
39%

40%

Female
33%
30%
28% 27% 29%
26% 26%
26%
26%
24% 24%
24%
22%
22%
19%

31%

33%

Male
28%

All

22%
20%

17%

16%
15%
13%

15%

5%

What are the things that you spend your money on (choose 3 )

14%13%
12%
9%
3%

7%
6%
4%

4%
3% 4%
2%
2% 3%

Living: Opinions on money control

Items that youth thinks
spend too much

Items that youth thinks

spend more

42%

Mobile phones / IT

56%

Send money back

home

40%

Fashion

38%

Health / Exercise

34%

House Rent

31%

Financial Investment

29%

Food

26%

Travel /
Leisure

24%

Car/Motorbikes

22%

Beauty / Salon

What are the things that you think you spend too much / would like to spend more?

Living: Remittance
71% youth sends money back
How much money do you send home?
(those who live themselves only)

29%
23%
20%

10%
8%
4%

Do not
send
money

Less than 500K - 1M 1M - 2M

500K VND
VND
VND

2M - 3M More than
VND
3M VND

Job

Job: Job types and salary

Job types

Designer,
2%
Marketing,
4%
Teacher,
4%

Monthly salary
15M and
10M - 15M higher, 3%
VND, 5%

Others,
11%
Office staff,
25%

7.5M 10M
VND, 9%

Lower than
3M VND,
16%

Factory
worker, 7%
Consultant
/
Accountant
, 11%

Shop staff,
8%

Sales, 11%

Engineer /
Developer,
8%

Service,
10%

5M - 7.5M
VND, 26%
3M - 5M
VND, 42%

Job: Satisfaction
31% are hapy with the job, 24% are unhappy
Unsatisfied, 9%

Satisfied, 16%
A little
unsatisfied,
15%
A little satisfied,
15%
Average, 45%

How much are you satisfied with your current job?

Job: Transportation for work

79% goes to work by motorbike

Motorbike

79%

How do you go to work?

Bus

8%

E-bicycle
Bicycle

7%

Job: Satisfaction / Dissatisfaction

48% are not happy with the salary they receive
48%

34%

33%

30%

30%

28%
25%

26%

21%
15%

26%

24%

19%

18%
16%

14%
10%

Satisfied
What are you satisfied / dissatisfied with your job?

Dissatisfied

9%

14%
11%
6%

7%

Job: Satisfaction / Dissatisfaction

Top 3 reasons why satisfied people
are happy with the company

Top 3 reasons why unsatisfied people

are unhappy with the company

45% Salary

71% Salary

41% Skill development

34% Benefit

40% Benefit

27% Boss

Job: Side jobs

15% has a regular side job
and 57% has taken side
jobs before
Online shop 17%

Tutor 11%

Do you do side jobs? / What kind of side jobs do you do?

IT 11%

Job: Self-improvement
34% study English and
9% study other languages
English

34%

Foreign languages
(excluding English)

What do you do in order to improve your skills at work?

9%

IT

7%

Exercises / Fitness

6%

Accounting

6%

Public speaking skill

5%

Management

4%

Music-related

3%

MBA

3%

Dance

2%

Food & Drink

Food & Drinks: Eating behavior

Cooking at
home

Bring lunch
box

Eat
outside

Buy outside & eat

at home / office

33%

4%

37%

15%

47%

2%

31%

7%

26%

20%

27%

21%

65%

5%

19%

6%

72%

3%

16%

6%

64%

1%

24%

5%

Breakfast

Lunch

Dinner

Weekday / Weekend

Food & Drinks: Favorite Food

Vietnamese food are the popularity of dominance. Korean
is more popular female while Japanese is favorite of both
gender
72%
70%

Vietnamese restaurant
33%

Japanese restaurant
27%

Korean restaurant
18%
20%

Chinese restaurant

17%

Thai restaurant

15%
16%

Italian restaurant
American restaurant
French restaurant
Singapore restaurant

What foods do you like to eat?

14%
12%
12%
12%
8%
9%

37%
44%

Male
Female

23%

Food & Drinks : Favorite food chains

48%

43%

30%

29%

28%

27%

20%

18%

18%

What food chains do you like?

Food & Drinks : Preference of coffee

More than 30% of youth go to coffee shop everyday
How often do you go to
coffee?

30%

Less than once / month

11%
10%

Once per month

Once in 2-3 weeks

15%

9%

Once a week

12%

14%
14%

2 - 3 times / week
Several time / week
Every day

8%
8%

11%
10%

In-store Caf

How often do you go to cafe?

14%

Street Caf

35%

Food & Drinks : Favorite coffee chains

HCMC

42%

Trung Nguyen
Coffee

30%

Highlands
Coffee

29%

Du Mien

23%

THE COFFEE
HOUSE

17%

Mien Dong Thao

Hanoi

45%

Trung Nguyen
Coffee

What cafes do you like?

25%

Highlands
Coffee

20%

Cong Ca Phe

14%

Starbucks
Coffee

13%

Urban station
Coffee

Food & Drinks :

Monthly average spending
1,400,000 VND / month

30%

14%

33%

15%
5%

2%

Less than 500K - 1M 1-2M VND 2-3M VND 3-4M VND More than
500K VND
VND
4M VND

How much do you spend for food /

drinks monthly?

Digital

Digital: Device Ownership

Smartphone

Tablet

TV (inc.shared)

79%

85%
30%

Notebook

66%

What devices do you have?

Desktop

40%

Digital: Smartphone ownership

Samsung is most popular smartphone in Vietnam.

Apple is more popular among female and those who have

more incomes
32%

Female

28%

17%

19%
16%

13%
10%

14%

13%
11%

10%

10%
7%

4%

Samsung

Nokia

Male

Sony

ASUS

Apple

HTC

What smartphones do you have? (smartphone owner only)

9%

9%
7%

3%

LG

OPPO

7%
3%

Others

Lenovo

Digital: Internet / Facebook usage

Average daily internet usage is 4.7 hours, while Facebook
usage is 2.5 hours
Average daily usage of internet / Facebook
23%

21%

21%
16%
14%

13%

15%

12%
11%

10%

9%

8%

8%

6%

5%

4%
2%

< 30
minutes

2%

30 - 1
hour

1-2
hours

2-3
hours

3-4
hours

Internet

4-5
hours

Facebook

How long do you use internet / Facebook daily in average?

5-6
hours

6 - 8 > 8 hours
hours

Digital: Popular communication tools

Facebook and Zalo are dominant top social communication
tools.
No.1

84%
No.6

36%

No.2

80%
No.7

26%

What messaging services do you use?

No.3

46%
No.8

22%

No.4

45%
No.9

18%

No.5

39%
No.10

15%

Digital: Facebook friends

Vietnamese youth has 460 Facebook friends in average

How many Facebook friends do you have?

Digital: Online shopping

88% have bought things online, out of which 12% are the
regular online shopper
Do you buy something online?

12%
8%

80%

Yes, although it is irregular

Yes, I buy online regularly
No, I have never bought items online

Do you buy things online?

Digital: Item to buy online

- Female: Fashion / Cosmetics / Home appliances
- Male: IT products / Fashion / Travel related
Female
Fashion items

Male
72%

Cosmetics

32%

Home appliances

28%

IT products

50%

Fashion items

33%

Travel related

33%

Book
Book

17%

21%

Travel related

19%

Food

16%

Home appliances

8%

Food

8%

Flower

8%

Health-related

5%

Cosmetics

0%

IT products

5%

Health-related

0%

What are the items that you buy online?

Fashion

Fashion

Fashion: Information source

Online information is the information of most reference.
Female rely more on friends and window shopping
69%
51%

48%
39%

49%
42%
38%

41%
29%
20%

29%
22%
21%

27%
11%
10%

Female
Where do you get information about fashion?

Male

9%5%

5%4%

3%3%

Fashion: Where to buy

Female use local market and Facebook for purchase. Male
go to super market and fashion chain stores more.
50%
39%
38%
34% 35%
33%

22%

35%
30% 32%
26%

18%

Female
Where do you buy fashion items?

28%
23%

Male

20%
20% 20%
14%

10%8%

4%4%

2%3%

Fashion: Levels of interest

Female attention to the category is much more than male.
Female

Male

Yes,
26%
Yes,
48%
No,
52%

No,
74%

How much do you care about fashion? (subtract the data of I care very much I care

Fashion: Attention difference by gender

53
%

I know what kind of

fashion suit me

30
%

I pay attention to
what are hot in
fashions

34
%

I am okay as far as it
does not make me
look poor

Fashion:
Monthly average spending
850,000 VND / month

36%

38%

18%

6%
1%

1%

Less than 500K - 1M 1-2M VND 2-3M VND 3-4M VND More than
500K VND
VND
4M VND

How much do you spend on fashion monthly in average?

News / Information

News / Information: Source

Facebook is the most common source for Vietnamese youth
concerning latest news
80%
69%

Female
63%
61%

Male
42%
42%
28%
23%

24%
19%

31%
18%21% 18%

14%15%

11%11%

10%

17%

9%
5%

Where do you get the latest information about news?

7%

4%

3%

5%

News / Information: Top source on internet

54%

54%

43%

41%

39%

30%

29%

20%

13%

What are the sites that you use to get latest information?

News / Information: Hot topics

Jobs and Friends are the most popular topics when chatting
with friends
Female
Male
Jobs

Friends

Fashions

Jobs

Friends

Family

66%

59%

47%

55%

46%

37%

BF/GF

Family

Movies

Money

46%

43%

40%

36%

36%

34%

Money

Hot news on net

Travel

News

Movies

Travel

39%

36%

34%

32%

30%

27%

What do you talk about with your friends?

Hot news on net

BF/GF

Activities

Activity: Dating
59% has the one to date with
Do you have boyfriend / girlfriend?

No, 41%
Yes, 59%

Do you have boyfriend / girlfriend?

Activity: Sport
Male are more active than female
Female

Male

I don't play sports

33%

Jogging

30%

Swimming

18%

Football

35%

Jogging

28%

Gym

23%
22%

Yoga / Pirates

13%

Swimming

Others

12%

I don't play sports

14%

Dance

12%

Martial arts

14%

Gym

10%

Others

Basket ball

5%

Basket ball

Martial arts

5%

Tennis

Tennis

5%

Football

5%

Golf

What sports do you do?

2%

Yoga / Pirates
Golf
Dance

10%
8%
5%
4%

4%
2%

Activity: Week day / weekend activities

Common weekend activities
Internet

Sleeping

Movies

59%

Weekday

Weekend

45% 46%
44% 43%
44%
36%
33%
32%
29%

35%
29%
24%

28%

What do you usually do on weekdays/ weekends?

27%
25%

24%
21%

21%
19%
18%
17%

15%
14% 14%
13%
9%
9%

7%
5%

Activity: Overseas trip

Vietnamese youth are

actually lacking of
overseas experiences
Have you been to any foreign countries?

Yes
20%

No
80%

Activity: Countries to visits

Japan has the highest popularity among youth, to visit in the
future

KOREA

EUROPE
UNITED
STATES

17%
11%

JAPAN

THAILAND

16% 26%

6%
SINGAPORE

14%

AUSTRALIA

3%

Which country would you like to go if you have a chance?

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78%

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8%

8%

8%

8%

8%

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