This study was conducted in 2009 which may not reflex much the current market. However, there still have good insights to share

1. Generation V
Marketing Opportunities Among
the Vietnamese Youth
Darin Williams
Managing Director, Vietnam
The Nielsen Company
11 November, 2009

2. Agenda
• Setting the scene - Gen V by the numbers
• The different faces of Gen V
– Gen V by Life Stages
– Gen V by Mind Set
• Gen V – Who are they
– A day in the life of a Gen V
– Gen V and cyber space
– Gen V as a spender
– The Gen V psyche
• Breaking the Gen V Code – Marketing Implications
Gen V Study 2009
August 2, 2012
Page 2
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Copyright © 2009 The Nielsen Company

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$4.5B revenue
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Gen V Study 2009
August 2, 2012
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Copyright © 2009 The Nielsen Company

4. Our global clients include…
Gen V Study 2009
August 2, 2012
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5. Research Design
• Nielsen Vietnam Generation V study
–
–
–
–
–
• Nielsen Vietnam Omnibus
– Urban (n=300) & Rural (n=450)
each wave
– All income levels
– January 2009
Online Quantitative (Sep to Oct 2009)
N=273
Males & Females
15 to 24 years old
All Class
• Internet Penetration Check
• Macro Economic data
– N=701
– HCMC and Ha Noi (Sep 2009)
– 15 to 24 years old
– Vietnam Govt. General Statistics
Office
• Nielsen Vietnam Mobile Insights
– 15 Cities (Sept 2008)
– ABCDE SECs
– Males & Females
– Users & Non-Users
Gen V Study 2009
August 2, 2012
Page 5
Confidential & Proprietary
Copyright © 2009 The Nielsen Company

6. Notes to Report
9X
8X
Denotes significantly higher for the mentioned segment at 95% CL
Uber Moderns
Gen V Regulars
Gen V Study 2009
August 2, 2012
Page 6
Confidential & Proprietary
Copyright © 2009 The Nielsen Company

7. Gen V
Who are they?
Generation V Study
Gen V Study 2009
August 2, 2012
Page 7
Confidential & Proprietary
Copyright © 2009 The Nielsen Company

8. Gen V by the numbers
• 15-24 year olds account for 20% of total population
• 88% are internet users
• 4 out of 5 urban Gen V use the internet more than once a
day
• Different in life stages and way of thinking
Source: Vietnam Government Statistics Offices 2008, Nielsen Internet Penetration Check Sep 2009
Gen V Study 2009
August 2, 2012
Page 8
Confidential & Proprietary
Copyright © 2009 The Nielsen Company

9. Gen V by Life Stage
8x vs. 9x
8X
• 9% of population.
• In transition from university to
first job.
• Would have more frequent
internet access via office.
• Looks for more mature internet
content (news, business, etc.).
• Higher level of consumer activity
due to capability to earn own
money.
• More frequent out of home social
activities.
9X
• 11% of population.
• Lives a relatively regular routine
due to studies.
• Limited spending but would still
have more allocated for savings.
• Socialization and leisure
activities are mostly done in-home
(chat, online updates, playing
games, etc.)
• Sees themselves as very active
and stylish.
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
Page 9
Confidential & Proprietary
Copyright © 2009 The Nielsen Company

10. 3 Faces of Gen V
Uber Moderns
9X
40%
8X
60%
• Highest level of social and
consumer activity.
• Recognizes the need to be in
touch and updated therefore
has developed heighted senses
for such information.
• Already developed a good
sense of individuality. They
know what they want and how
they want to be perceived.
In-betweens
9X
28%
8X
72%
The 3 Faces of Gen V exist across different life
stages. This is a good indicator that the movement
towards a modern way of thinking is not limited to
the younger ones.
Uber
Moderns
25%
9X
32%
Gen V
Regulars
48%
Inbetweens
27%
• Daily routine is similar to Gen
V regulars.
• However, In-betweens display
mind set similar to Uber
Moderns –
stylish, liberal, extrovert
• Consumer activity has yet to
reach Uber Modern but
indicates potential in the future.
8X
68%
Gen V Regulars
• Habits are generally bound by
school/ work activities.
• Socialization are often limited
to in-home.
• Need for consumer goods are
not clearly recognized yet.
• Conformity and traditional
values are still strong in this
segment.
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
Page 10
Confidential & Proprietary
Copyright © 2009 The Nielsen Company

11. A day in the life of a Gen V
Gen V
Day
generally
starts at
6am
8X
Internet start
early at work
9X
Start early
due to study
Gen V Regulars
Late nights are becoming more
common with the amount of
activities available.
In-Betweens
Schedule bound by school/ work
Uber Moderns
Late
sleeper, day
starts a 8am
Watches TV more frequently
8am-6pm
Work/
Study
6pm-10pm
socializatio
n, internet,
others
85+% Sleep
between
12mn and
2am
Internet
continues at
home with
other chores
like cooking
Internet,
socialization
via chat/
SMS/
hanging out
goes on until
late night
Socialization
with friends
start early
right after
school
Least
incidence of
activities
during 610pm
May still take
an afternoon
nap
Internet
activity starts
6pm
Socialization/
SMS peaks at
8pm
Day ends
early at 10pm
Activities
continue on
until 12mn
Hang out with
friends early
With family
while chatting
6-8pm
Primetime for
various
activities is 810pm and
continuous
to 12mn
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Confidential & Proprietary
Copyright © 2009 The Nielsen Company

12. Prime time for activities is from 6pm to 10pm
60
Any marketing activity
happening within this period
will be fighting over the Gen
V’s attention.
Surf the
Internet
SMS
Watch TV
40
Listen to
music
Hang out
with friends
20
Hang out
with family
Chat (on the
Internet)
Talk on the
phone
0
6:00-8:00
8:00-10:00
10:00-12:00 12:00-14:00 14:00-16:00 16:00-18:00 18:00-20:00 20:00-22:00 22:00-24:00
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
Page 12
Confidential & Proprietary
Copyright © 2009 The Nielsen Company

13. Leisure activities are mainly in-home for teens. As
expected, Uber Moderns display the love for life through
different leisure activities.
0%
20%
40%
Watch TV
42
17
11
At least once a day
19
12
28
25
57
22
68
87
At least once a week
9X
9X
Uber Moderns
8X
Uber Moderns
8X
Uber Moderns
34
26
Go to cinema 2 11
100%
7
53
Sports
Go to coffee shop
80%
81
Play games
(online/PC)
Eat out
60%
Gen V Regulars
Uber Moderns
Less than once a week
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Confidential & Proprietary
Copyright © 2009 The Nielsen Company

14. Gen Vs still keep family as the main influence despite
spending more time with friends.
Who go out with
Who influence most
89
Friends
Family
56
Classmates
43
Family
Boyfriend/
Girlfriend
Colleagues
Close
friends
Uber Moderns
15
An int'l
icon
3
A local
icon
39
14
79
2
Uber Moderns
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
Page 14
Confidential & Proprietary
Copyright © 2009 The Nielsen Company

15. In terms of internet usage, Vietnam is definitely not far
behind and has been growing significantly.
Internet Access (% of population)
50
40
30
22
20
10
24
15
7
0
India
Philippines
China
Vietnam
Source: Nielsen Omnibus Aug 2008, Nielsen Vietnam Mobile Insights Mar 2009
Generation V Study
Gen V Study 2009
August 2, 2012
Page 15
Confidential & Proprietary
Copyright © 2009 The Nielsen Company

16. Among the young Vietnamese, internet is definitely part
of their daily life
Frequency of Accessing the Internet
Where Internet is Accessed
Less than
1x /day
10%
1x /day
10%
2-3x /day
30%
88
At home
More
than 3x
/day
50%
Internet
shop
23
21
At school
13
Internet cafe
8X
In the office
12
92% more than once a day
8X
9X
Uber Moderns
Access via office
84% more than once a day
Highest average frequency (3x a day)
Gen V Study 2009
Source: Nielsen Gen V study Oct 2009
August 2, 2012
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Confidential & Proprietary
Copyright © 2009 The Nielsen Company

17. Top 10 websites
30%
Information is sought out from a variety of sources.
Top websites would normally have specific sections
for topics of interest.
8X
19%
8X
24%
18%
9X
24%
15%
8X
23%
11%
8X
23%
11%
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Confidential & Proprietary
Copyright © 2009 The Nielsen Company

18. Websites distinct to segments
Gen V Regulars
In-betweens
Uber Modern
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Confidential & Proprietary
Copyright © 2009 The Nielsen Company

19. In the USA, Social networking is driving mobile internet
growth.
Mobile Internet Audience Growth by Category
July 2008 – July 2009, National
Category / Site
187%
All Mobile Sites
56.2M (100%)
All Social Networking
Mobile Social
Networking
audience up
from 6.4M in
Jul-08 to 18.3M
in Jul-09
# of Unique Users and
Reach
18.3M (32%)
57%
55%
51%
49%
49%
48%
47%
Facebook
MySpace
45%
42%
39%
38%
14.7M (26%)
7.1M (13%)
Twitter
113%
4.1M (7%)
36%
35%
33%
32%
31%
30%
24%
19%
Source: Nielsen Mobile Media View Internet, USA
Real Estate
Travel/Vacation
Health/Fitness
Music
Automotive
Sports
Food/Dining
Games
City Guides/Maps
Videos/Movies
Weather
Shopping/Auctions
Business/Finance
News
Technology/Science
Education/Employment
Portals
E-Mail
Entertainment
Banking/Online
Trading
News & Current Events
Search
Social Networking
9%

20. Vietnam is not spared from the blogging and social networking bug.
Self expression and keeping in touch are unmistakable necessities
for Gen V.
Social Networking Account
Personal Blog Accounts
66
Yahoo 360
ZingMeYobanbe
38
10
YuMe
6
Cyworld
55
Facebook
28
Hi5
Blogging has been
steadily increasing
that Yahoo has
release Yahoo 360
Plus specific to VN
14
Myspace
9
Twitter
Blogspot
5
Multiply
9X
4
5
Ovi
Wordpress
Linked in
2
No personal
blog
19
Gen V Regulars
8X
No social networking
account
In-Betweens
Relatively higher percentage of not having
a blog or a social networking account.
1
23
Uber Moderns
Higher incidence of using Facebook, Hi5, Blogspot,
Wordpress, and ZingMe.
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Confidential & Proprietary
Copyright © 2009 The Nielsen Company

21. Music is the hottest topic on the internet.
9X
79
Music
60
World news
Movie
58
Technology
8X
57
Fashion
54
Game
54
Education (scholarship, etc.)
53
Local news
50
8X
Love and Sexuality
50
8X
Food (restaurants....)
50
Celebrity news
46
Health
46
Business
32
Travel
31
Sports
Uber Moderns are
highest in Celebrity news
Business, Fashion,
Music, Love and
Sexuality, Food
31
8X
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Copyright © 2009 The Nielsen Company

22. Gen V shows a healthy spending appetite with almost half spent on
non-necessities. However, these are still subjected mainly by price
and brand.
Spending Allocation
Savings
13%
Average spending per week 257,000 VND
8x spends twice than 9x
Others
3%
Spending Influence
Food
37%
Entertainme
nt
8%
Price
Brand
Books/Comi
cs/Novels
8%
46%
Spent on
nonnecessitie
s!
Shoes
8%
73
68
Product
Reviews
Promotion
Hi-Tech
gadgets
9%
55
54
Word of
Mouth
Clothing
14%
38
Advertisement
8X
8X
35
• 9X and Gen V Regulars have higher allocation for saving
• Uber Moderns have higher spend on clothing and has
the highest average spending at 330K+
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Copyright © 2009 The Nielsen Company

23. Mobile phones are essential at the same time becoming
a high-turnover item.
Essential
Mobile phone
Owned
Plan to buy (6 mos)
92
PC
50
Music player
22
27
LCD TV
46
65
14
Digital compact camera
37
44
33
USB drive
6
69
37
Laptop
43
93
13
7
22
10
27
34
Portable hard drive
5
12
Portable game console
3
6
9
Game console
1
4
7
Digital SLR camera
1
2
6
11
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Copyright © 2009 The Nielsen Company

24. Gen V’s current life stage and state of mind have
significant impact on ownership and purchase plan.
8X
Gen V Regulars
Higher ownership of
mobile phone,
laptop, USB drive
Relatively lower ownership level and lower
propensity to purchase in the future
In-Betweens
9X
Uber Moderns
High portable game
plan to purchase
Importance to life is higher for a variety of
consumer goods. This leads to likelihood
of purchase in the next 6 months.
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Copyright © 2009 The Nielsen Company

25. Self evaluation is changing towards being liberal and
active but still keeping simplicity intact.
Self Association
Simple
100
Trendy
8X
Liberal
73
80
Traditional
Active
60
62
40
28 16 20
Unconventional
Uber Moderns
9X
71
56
28
Creative
Uber Moderns
Confident
Uber Moderns
0
30
Popular
53
35
44
42
8X
42
44
Extrovert
Personal
Stylish
9X
Uber Moderns
Loner
Introvert
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Copyright © 2009 The Nielsen Company

26. Family is still number one!
Statement Agreement
87
Family life is the most important thing for me
78
I am always proud of being myself
77
Involving in any causes to make a better world is vital to me
77 Uber Moderns
Keeping good appearance in front of other people is necessary
69
I have enough knowledge about sexuality
Anything I use has to show my characteristic/signature to others
68
I love to travel with my friends more than with my family
Uber Moderns
67
63
You need to go to colleges or universities to have a good career
54
I always seek to have unique things
I don't know where I will be in the next 5 years
Uber Moderns
48
Sharing and learning about sexuality is only among close friends
9X
48
37
Being different from others is cool
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Confidential & Proprietary
Copyright © 2009 The Nielsen Company

27. Internet = keep up and keep in touch
Statement Agreement
I need to keep up with the technology
88
I like to be connected, by phone or Internet, at all times
84
To me, it is important to keep up-to-date with news and current
affairs
81
I update my online friends right away with anything that happens
to me
59
My online profile reflects my real-life personality
59
Advices from online forums are always helpful and trustworthy
9X
Uber Moderns
32
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Copyright © 2009 The Nielsen Company

28. There is a desire for hi-tech products and expressing
individuality through products. However, realisation of
this desire is subjected to price.
Statement Agreement
81
I always look at the price before buying anything
80 Uber Moderns
I like to have a lot of Hi-tech gadgets
75
I like to customize the designs of my own products
64
I prefer to buy things that my friends or family would approve of
56
People often ask my opinion before buying anything
49
Brands are not important when I decide to purchase a product
43
I will buy anything I like no matter what the price is
Uber Moderns
39
I usually wait for others before trying a new thing
Source: Nielsen Gen V study Oct 2009
Gen V Study 2009
August 2, 2012
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Copyright © 2009 The Nielsen Company

29. Breaking the Gen V Code
Gen V Study 2009
August 2, 2012
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Copyright © 2009 The Nielsen Company

30. Breaking the Gen V Code
• Generalization is out. Gen V comes in different shapes and sizes. Two things
that remain consistent is love for family and simplicity.
– However, Uber Moderns are more attuned to changes and modernization. This segment
can be a good vehicle to introduce new products and services.
• Variety also comes in the type of activities involved in and most of the time
occurring at the same time.
– Gen V can watch TV, send SMS, and check online profile all in one go!
– Involvement in such activities may be refreshing but marketers may also end up fighting
for the Gen V’s attention.
– Online and mobile advertising are in line with such activities. These are their link to the
changing world. Definitely, viable tools to answer the need for keeping up and keeping in
touch.
• Keeping up with the changing times is a necessity.
– This necessity is often coupled with the need to give and receive updates from his/ her
circle of friends.
– This is where “ready-to-share” advertising content comes in, armed with targeted and
specific information. Gen V as a marketing tool can be possible with just a click!
Gen V Study 2009
August 2, 2012
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31. Thank you
Gen V Study 2009
August 2, 2012
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