The Young Generation

Nielsen Talks Telco

November 5 2010

The
Title
Youth
of Presentation
Generation
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Research Design

Nielsen Teenager Qualitative Study Nielsen Vietnam Mobile Insights

2010
8 Focus Group Discussion (FGD) 15 Cities
HCMC= HN = 4 FGDs N=5,000
Males and females Users (3,000) & Non-Users (2,000)
13-22 years old ABCDEF SECs
HIB class ABC Males & Females, 15-54

Nielsen Vietnam
Generation V study, Nov 2009
Macro Economic data
n=273 (HCM, HN) Vietnam Government Statistics Office
Males & Females
15 to 24 years old
HIB all classes
2

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

 Why Youth?
The Opportunity
It Offers

Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Youth Generation
Youth market with a narrow age range 15 to 24 alone
make up about 20% of the population. Half of them have
already subscribed to mobile services. Another half is yet
to be explored.

Populations

Youth Market

Current users

< 24 years old

<15 -24
years old Prospective users

Non-users
<15 years old

Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Youth Generation
 What do we know
about them?
Teenagers vs. Young Adults

Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Youth Generation
Youth segment is split into two segments as they are in
different developmental stage, with different level of
decision making too.
Types Teenagers (13-17)
Age and needs • Who :
at current stage
–Lack of experience, thus highly
dependent on parents/ family
–Start to establish stronger
relationship with friends
Decision • Choices are mainly driven by
making and parents
influence
• Has some influence over
choices. However lack of
experience leave decision
making made by parents.
•Source : FGD
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
Young Adults (18-22)
• Who :
– Is developing self identity yet
longing to be a part of the group
– Start to have more activities of
their own, not with the family
• Start to have their own choices
• Being given authority to make decisions
on minor issues, e.g to manage their
own pocket money
• Choices are influenced by more factors,
not only by parents, but also friends and
ATL and also from their own experience
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The Youth Generation
 For both groups, typical days move around home with family and
school with friends, with change only a slight difference between teens
and their older counterpart is older group goes to bed late.
6:00 6:30 7:00 10:30 12:00 14:00 15:00 17:00 19:30 22:00 23:00
Teens 13 – 17 years old

Then go to
Teens get school again
back
home .. Both groups Have dinner
Wake-up
have and other
early, get Spend time at homework activities (at
breakfast school. Secondary to do or home during
and go to school students
tutorial to go week days
school have a longer
study time … while older
outside
students get back during week
home end)

Older
group can
go sleep
later

Young Adults 18 – 22 years old

7

Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Youth Generation
 Students use mobile mainly in the evening after dinner.
Daytime usage is lesser, mainly for entertainment and to
call their parents
6:00 6:30 7:00 10:30 12:00 14:00 15:00 17:00 19:30 22:00 23:00
Teens 13 – 17 years old

At school
they meet … At school
they meet
friends
and chat friends and
chat so mobile
so mobile
usage is usage is At tutorial they
minimal minimal also meet The highest time
friends, so band of mobile
Phone is
not used usage.
in the .. However, Use mobile Rightly after dinner,
only to call the youth will sink
morning they try to use
it in break time parents to pick into their own world :
.. Texting and do them at studying, texting,
other activities tutorial place chatting, listen to
with mobile after music, play games ,
.. and to call lunch before
their parents to etc
taking a quick nap
pick them up

Young Adults 18 – 22 years old

8

Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Youth Generation
Leisure time is spent mostly on connecting with
friends and to enjoy entertainment …
Self-Entertainment
Playing game:
Đế Chế, Thiên Long Bát Bộ
Listening to music

Watching TV:
HBO, Disney Channel,
VTV3, VTV6, Bibi

Internet surfing:
Zing, Kenh24, Nhaccuatui,
MP3, dantri, vnexpress, etc

At Home Outside
Shopping

Texting

Chatting with Meeting friends at:

friends: Milk Tea shop “Quan tra sua”
Phone: sms and Ola Yoghurt shops
Internet: Yahoo messenger

Socializing Going to cinema

9

Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Youth Generation
 Where it all
begins?
The Journey

10

Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Youth Generation
 Relationship with mobile phone starts when parents give it to their
children to conveniently monitor their activities …

“I started using phone when I

was in grade 6 because my
parents want to control me”

Hanoi’s teenager

“I started using phone when I … but youth gain

“I started using phone when I was in grade 7. more control of the
was in grade 10 because my The reason to use phone is to usage as they grow
school is far from home and my call my mother to pick me up ” older …
parents want to contact with
me” HCM’s teenager
Hanoi’s student

… and manage
Parents choose Parents pay for the Youth start to choose
mobile spend their
SIM card and mobile spend directly SIM card and handset
own, with their
handset and control usage brand…
pocket money

.. However, the child still has an influence on the .. the selections are influenced by informations
selection of handset and sim card they get mainly from friends and ATL

Target the communication to teens as well Target the communication to youth on their
as the parents needs in mobile contexts
11

Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Youth Generation
… and along the way the youth start to use the mobile for their
own purposes

Ola Msgr,
Mainly via SMS Facebook,
Personal Blog
Parents start to
give a mobile to
monitor their Start to use it Start to use
children activities more to connect mobile to chat
with their friends and to
than family socialize

Teens use the Start to use Start to use

mobile mainly to mobile for mobile to
contact their entertainment browse latest
parents info

Mainly calling Camera, MP3 player,

Google, Hi Hi
music (Zing MP3) and
He He
games download
12

Copyright © 2010 The Nielsen Company. Confidential and proprietary. The Youth Generation
Youth are heavy texters. Not only because it’s cheap, but it’s fun and
practical too …

High What they say :

sms
•SMS is cheap, fun, allow me to
express myself, helps me killing call
time, and I am not worried of
disturbing people around me

•Call is used only to call family or

Usage

for urgent matters internet

music
•Data services are accessed
through memory card. They camera
downloaded games, music, video
applications, video first to their PC
(using stationery internet?) game

Importance
Low High
13

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

 .. And as we’ve seen earlier, the youth heavily text and surf net in
the evening, competing with other media activities for their attention.
60
Surf the
Any marketing activity Internet

happening within this period SMS

will be fighting for their
40 attention. Watch TV

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 14
Source: Nielsen Gen V study Oct 2009

Gen V Study 2009 Page 14

Copyright © 2010 The Nielsen Company. Confidential and proprietary.
How do they choose their SIM card?

At the younger stage, all they care about is economical concerns. i.e. tarrif, promo.
As they go along they want more convenience, but still with reasonable spend ..

Teenagers
Teenagers Young
Young Adults
Adults
(13-17)
(13-17) (18-22)
(18-22)

Tariff Network

Promotion Tariff

Network Promotion

Number Number

Talking about cheap rate is a must to

.. To the more experienced users, we
be chosen, especially when teens
need to talk about network quality and
start to manage their own spending
its benefits
with their pocket money
15

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Therefore, ability to manage spending becomes more important when
they have to pay the mobile service themselves. Though they would
normally running on low fuel, promo can shorten top-up period …

Teens Young
Adults

Who Pays Parents Self : Pocket Money

Amount 50,000vnd - 50,000vnd is more

100,000vnd/ each preferred.
time.
Frequency 2-3 times a Month 2-3 times a month

Promotions Top up on need basis Wait for promotions,

top up even if not
needed in promo
period 16

Title of Presentation
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
What about the
handset?
Handset Choices

17

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

The Youth Generation
How do they choose their handset?

… a phone with memory card provided is more

favorite if it meets all their requirements such
as design, price, features, quality and brand.

Memory Memory cards are a must, for storing

games, music and sharing music

Design Small, easy to use, various color and has

soft keyboard
Price 2,500,000vnd – 3,000,000vnd

Features Entertainment functions: music, internet,

camera, video and game
Quality Durable, long-life batteries

Brand Well-known, popular, prestigious 18

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

.. and keep themselves updated of the latest
model and features …

Functional Emotional

Lost their phone
Getting bored with the old one

Damaged
Not having a certain feature (camera

with lower pixel, no chat function, etc.)
that they want to.

Prefer a new model that just
launched in the market

“I am always seeking to have New and Unique Things” - 54%

“Being Different from others is Cool” – 37%

*Source FGD, Statements data from GenV study 19

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

We’ve seen earlier that youth also enjoy using pre-installed handset features
like music player, camera and games. Downloaded materials are copied to
memory card to be installed to mobile and shared with others.
Handset
Operator
Manufacturer

Games are mostly pre-

installed. Higher than
sms downloaded games.
music
camera Chatting application is
downloaded through
GPRS to memory card
call video
Memory
card
internet game

20

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Concerns currently centered in price
issue. GPRS service is just too
expensive for them
Need : OLA Chat Messenger, Good
Music, Latest Games, Videos on Mobile
Go To: www.
Download
… however, they like the services
and want to enjoy them yet able to
manage their spending. Hence, youth
take alternative way to have it ..
Download music, games,
applications, etc via PC
with fixed internet line

s i ve n Transfer to Memory
xpen ectio Cards
•E onn
lowc
•S
Parents do control time spent on Share and Enjoy
internet by this YG, They will
welcome cheaper GPRS rates with
faster speed. 21

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Youth and Mobile
Technology
Nurturing Future Potential

22

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Youth are High Data Users compared to other segments.
which must be nurtured to establish the future market for
data services …

Young
Avg. Other Ages
Generation
2009 2010 2009 2010

Multimedia Services 10% 18% 06% 07%

Mobile Internet 01% 09% 00% 03%

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*Source Mobile Insights 2010,2009

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Still very little knowledge on 3G. Should educate on the
benefits and its relevance to daily life.

“Not many people use 3G

so even we use it we still
can’t see others while
Knowledge speaking”
3G = Video Call
.. Is all they know about 3G HCM and HN’s respondents

Barriers
Limited Needs
Expensive, No 3G phone,
GPRS is enough to meet
Others don’t have 3G
needs of chatting and
phone, so can’ t make a
browsing
Video call

24

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Opportunities
Getting their attention!

25

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

How to get them:
It Starts with the Parents!; Target this segment of your subscribers and
the market having children in this age group, promote Parent-Children
plans!

-How about 3 free calls between Parents and Childs connection

every day?
-Or “Top up your account with 100 K VND and get 10 K VND on
Childs phone free”

Get their Friends to get them : Reward them to Get their friends on the
Network!

-How about get your friend to subscribe and get 100 K VND of talk
time
-Get Your Friends to subscribe and Enjoy 50 Free SMS with him
every Month 26

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Making them Stick?
Even if they change Handsets every year, make sure it’s your brand
every year!

- Meeting their social Needs, “Flash your XYZ Brand Handset /

SIM Brand and get a 5% off at Yogen Fruz, milk tea shops every
time you visit”
-Mobile Coupons for Cinemas

Network Quality

- At teen age , network quality is not important , but as they grow

to enter the young adults , they will stick to the operator only if the
network quality and coverage is good!
-Communicate about your strong network quality to this 27
population is important.

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

What to sell them?
Young Generation tend to use multimedia services more; but Budget is
limiting their spend! Try out: Ad Driven Applications: Internet Model !

- Adv Sponsored SMS

-They Are happy to receive advertising on their phones in lieu of
discounted SMS

Sachet Pricing and Credits

-Look at Daily/weekly subscription services than monthly ones!

- Give them some Credits (Negative Balance) when they run out of
Fuel
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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

3G for YG

Educate Them

-On television through local channels such as VTV3, HTV (HCM)

and internal channels include Disney, HBO, Star Movie.
-Through Local Websites Like Hi Hi He He, ZingMe, etc.
-Discount Coupons with 3G info

Services of their Interest

-English and other Tutorials via 3G Video, even parents will like
this!
-Disney Shows, Korean Soaps, Bring them their missed episodes
on Phone, Make sure the revenue comes from Ads not Customer
29

Copyright © 2010 The Nielsen Company. Confidential and proprietary.

Thank You