UNLOCKING A GENERATION OF

POTENTIAL
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

MILLENNIALS ARE

2
 MILLENNIALS HAVE STRENGTH
IN NUMBERS

O F T H E G L O B A L P O P U L AT I O N
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

US Census Bureau, International Programs Data. http://www.census.gov/population/international/data/idb/worldpop.php 3

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

OF THE CURRENT
ACCOUNT FOR
AS WELL AS VIETNAM

4
MILLENNIAL
 THE , AND GENERATION
healthy lifestyle
convenience

control
network

multi-taskers
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

vocal / social

authenticity
connected

6
THE

GENERATION
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

GIVES VIDEO GAME COMMENTARY

RUNS A $234 B COMPANY

8
 I’M A MASTER

IN VIETNAM

ENGAGE IN SOCIAL MEDIA WHILE WATCHING

VIDEO PROGRAMMING (WEEKLY)

73%
WATCH TV AND USE INTERNET AT THE
SAME TIME (WEEKLY)

94%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Cross Platform Report/Vietnam 9

 I’M PART OF A TO CONNECT WITH
ORGANIZATION
Connecting with/interacting with organization or companies via social marketing
sites WEEKLY OR MORE OFTEN

IN VIETNAM

70%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Cross Platform Report / Vietnam 10

THE GENERATION
 I WANT TO BE

I WANT TO SEE THE STORY BEHIND THE SCENES

MILLENNIALS BABY BOOMERS

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

80% 63%
Source: The Cambridge Group 12
 I’M FOR IT

% willing to pay a premium for innovative new products

MILLENNIALS BABY BOOMERS

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

48% 34%
Source: Nielsen Global New Product Innovation Survey, Q1 2015
13
 I’M FOR IT

% willing to pay more for sustainable brands

MILLENNIALS BABY BOOMERS

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

73% 51%
Source: Nielsen Global Survey of Corporate Social Responsibility, Q1 2014
14
 I WANT MY FOR ME
7 food attributes that appeal to Millennials more than Boomers

FAIR TRADE

GLUTEN-FREE ORGANIC
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

CAFFEINE-FREE
HIGH PROTEIN

PORTION CONTROL FORTIFICATION

Source: Nielsen Global Health & Wellness Survey, Q3 2014 15

 I WANT

51% 49%
12% 13%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

CHECK THE PACKAGING PREFER TO WORK FOR A

LABELS TO ENSURE COMPANY COMMITTED
POSITIVE TO POSITIVE
SOCIAL/ENVIRONMENT SOCIAL/ENVIRONMENT
IMPACT MILLENNIALS BABY BOOMERS IMPACT

Source: Nielsen Global Survey of Corporate Social Responsibility, Q1 2014 16

THE GENERATION
 I’M ON THE GO, THEREFORE

EVERYWHERE

MILLENNIALS BABY BOOMERS

81% 66%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Global Digital Landscape, Q3 2014 18

 AVERAGE TIME SPEND EACH WEEK FOR ONLINE ACTIVITIES

MILLENNIALS GEN X

IN VIETNAM

27.2 22.4
HOURS HOURS
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Source: Nielsen Cross Platform Report/Vietnam 19

 MILLENNIALS TRUST
THE AND

75% 67%
BRANDED WEBSITES TV

53% 62%
ONLINE VIDEO ADS MAGAZINES
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

48% 62%
ADS ON MOBILE DEVICES NEWSPAPERS

Source: Nielsen Global Trust in Advertising Survey, Q1 2015 20

 MY MEALS ARE

MILLENNIALS BABY BOOMERS

58% 16%

29%
4%
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

Category
I EAT 1 Category 2
OUT AT LEAST Category 1 OF MYCategory
I EAT MOST DINNER 2
ONCE A WEEK MEALS ON THE GO OR WITH
FRIENDS

Source: Nielsen Out-of-Home Dining Habits Survey, Q3 2015, Nielsen Generational Lifestyle Survey, Q1 2015 21
MILLENNIAL
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

IS
A THING OF THE PAST?

23
Copyright ©2016 The Nielsen Company. Confidential and proprietary.

FUTURE ASPIRATIONS ARE ACTUALLY THE “

”

24
 MINE THE MILLENNIAL

BUILT GIVE
TRUST CONTROL

MAKE OFFER MORE

Copyright ©2016 The Nielsen Company. Confidential and proprietary.

IMPACTS DIVERSE
MORE VISIBLE EXPERIENCES

25