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Vietnam’s Gen Z happier communicating via chat apps than face to face in the real world, finds study

Source: OMD/Epinion

Source: OMD/Epinion

Young Vietnamese would rather communicate with their friends through chat apps or text rather than in the physical world, a study by market research firm Epinion and media agency OMD has found.

Half of respondents, who were aged between 13 and 21, said that text was the medium they felt most comfortable with communicating with their friends. Only 30 per cent of this group, which the authors call “Genzilla”, said face to face.

Vietnam’s Gen Z enjoy spending their time being online and “cocooning” at home rather than interacting with the physical outside world, the study finds.

Source: OMD/Epinion

Source: OMD/Epinion

Facebook, which is unofficially blocked in Vietnam, a country that has been dubbed an “enemy of the internet” by press freedom group Reporters without Borders, is by far the most popular source of entertainment for young Vietnamese, beating TV and newspapers.

Facebook in Vietnam

Q: Which of the following types of media are your main sources for entertainment?

More than half (52 per cent) of respondents says they watch YouTube videos far more than they watch the traditional form television (31 per cent) and even online TV shows (29 per cent).

Contrary to some views on Gen Z, this cohort does care about social issues, with the territorial dispute with China top of the list, followed by universal education and gender equality.

Q: How much do you care about the following causes or happenings?

Q: How much do you care about the following causes or happenings?

Social media is the way Vietnamese youngsters prefer to stay informed by brands.

Q: Where do you normally get your brand or product information from?

Q: Where do you normally get your brand or product information from?

Interesting news from brands is the reason why Vietnamese youth follows them in social media – way above receiving discounts and special offers, which contradicts the findings of a study released in May by PR agency Waggener Edstrom.

Q: Why do you follow fan pages of brands?

Q: Why do you follow fan pages of brands?

The best time to reach this demographic, when they are the freest, is between 8pm and 10pm, the research suggests.

Q: When are you free to do your favourite activities after school and other extra-curricular schedule?

Q: When are you free to do your favourite things after school & other extra-curricular schedule?

This group has a marked influence over family purchasing decisions, including the TV channels the family subscribes to and new technologies in the home.

Q: How involved are you in the purchase decision for each of the items below?

Q: How involved are you in the purchase decision for each of the items below?

The study found that the mobile phone penetration among Gen Z Vietnamese is higher than 100 per cent.

There are 1.33 mobile phones among 13-21 year-olds in Vietnam

There are 1.33 mobile phones among 13-21 year-olds in Vietnam

Samsung enjoys the highest market share, according to the study, with 32 per cent of respondents saying they use this brand, compared to 31 per cent with Nokia and 22 per cent with Apple.

For the full report, click here.

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