GenZ

Insights

1
 Gen Z internet users in Vietnam incorporate the internet
for a number of hours in their day-to-day routine
Typical hours spent on the internet

Avg Day
Insight
SEA Avg Day 4.75
5.0 hrs* In Vietnam, Gen Z are avid
hrs users of the internet.

Avg Avg About half of Gen Z

Weekday Weekend internet users are
spending at least 3 hours
4.4 5.1 online, whether it be a
weekday (48%) or
hrs hrs
weekend (50%).

SEA Avg Weekday SEA Avg Weekend

4.6 hrs* 5.4 hrs*

S5. Please provide an estimate of how many hours you spend on the internet? Please indicate hours for a typical weekday and typical
*Explanation for weighting located in speaker notes weekend. This includes accessing the internet for work, school and personal reasons and on any device.
Base: All respondents, n=1500,
 On a typical weekday, Gen Z use the internet for about
4 ½ hours
Typical hours spent on the internet during a Weekday
Avg
13-15yrs 16-17yrs 18-21yrs 22-24yrs Males Females
Weekday

4.4 4.1 4.3 4.7 4.6 4.3 4.5

hrs hrs hrs hrs hrs hrs hrs

Insight
Interestingly, 91% of Gen Z internet users of a
SEC-A background are using the internet for at
least 1 hour on a weekday, significantly less than
other SEC backgrounds.

An opportunity for Google to understand

possible parenting differences and how Gen Z
have developed internet usage habits in different
socio-economic environments.

S5. Please provide an estimate of how many hours you spend on the internet? Please indicate hours for a typical weekday and typical
3
weekend. This includes accessing the internet for work, school and personal reasons and on any device.
Base: All Weekday respondents, n=1500, 13-15yrs, n=375; 16-17yrs, n=374; 18-21yrs, n=377; 22-24yrs, n=374, Male, n=750; Female, n=750;
 On weekends, Gen Z will spend more time on the
internet, particularly older age groups
Typical hours spent on the internet during a Weekend
Avg
13-15yrs 16-17yrs 18-21yrs 22-24yrs Males Females
Weekend

5.1 4.6 5.0 5.3 5.3 5.0 5.1

hrs hrs hrs hrs hrs hrs hrs

Insight
On a weekend, Females will spend longer periods of
time on the internet than a weekday.
In comparison, Males do increase their longer internet
periods, but not to the same extent as Females:
At least 6 hours on the internet
Males Females
Weekday 21% 25%
Weekend 29% 35%

S5. Please provide an estimate of how many hours you spend on the internet? Please indicate hours for a typical weekday and typical
4
weekend. This includes accessing the internet for work, school and personal reasons and on any device.
Base: All Weekend respondents, n=1500, 13-15yrs, n=375; 16-17yrs, n=374; 18-21yrs, n=377; 22-24yrs, n=374, Male, n=750; Female, n=750;
Social media, staying connected and entertainment are
Gen Z’s most popular activities
Social Media - 98% Communication - 93% Entertainment - 92% Search - 75%
● 88% - Accessed or browsed
● 81% - Instant messaging / ● 70% - Watched videos for ● 45% - Searched / verified
social media
texting free online information
● 67% - Posted videos or
● 73% - Video call ● 61% - Listened to a music ● 45% - Searched for images
photos on social media
streaming service ● 36% - Searched for brands or
● 60% - Watched videos posted
● 57% - Played games product information
by friends /bloggers
● 16% - Watched TV / movies
/celebrities
● 60% - Shared videos/music from an online subscription
service
with my friends

Shopping - 63% Travel - 52% Food & News - 47%

● 51% - Purchased a product online ● 45% - Got directions (Maps) ● 33% - Ordered food or looked
● 22% - Researched products / ● 13% - Researched destinations,
services that I want to buy at restaurant details including
culture, weather menus, prices, promotions,
● 16% - Visited an online retail site or ● 7% - Researched and reserved
store photos, directions Emboldened activities are top
hotels, airlines, activities ● 23% - Visited a news website / 10 most undertaken
● 9% - Discovered new brands or
products through online ads app / service List of activities shown were used
● 7% - Discovered new brands or ● 12% - Used e-wallet e.g. to measure time spent (Q5). Some
activities were excluded. For a full
products through social media e.g. Samsung Pay, Google Pay list of activities measured at Q3,
please see appendix slides.
sponsored posts

Q3. Which of the following activities have you undertaken on your smartphone in the last month?
Base: All respondents n=1500
What Yomost can
learn from Teens
today?
 Gen Z / Teenagers in
Vietnam are not starkly
different from their
Millennial predecessors,

but have more Taking

freedom and Life
comfort to push
the boundaries To the Next level
...GENERATION ‘FLUID’
● Don’t put a predefined limit to their
experiences and engagements
Environment
● Don’t conform to any particular labels
and don’t seek any particular identity,
happy playing themselves

● They aren’t particularly driven with the

idea of proving to elders or rebelling
against the norms
Motivation
● Believe in doing the right thing -
participate, own and share events/
brands/ places with a champion cause

● Seek real/ authentic/ socially validated

moments/ content/ brands

Source: GenZ Qualitative Report - Google x Sixthfact+

What are they caring about?
EMPOWERMENT FREEDOM

LIFE MAXIMISE TAKE IT UNINHIBITED GLOBAL

SHOWCASE
HACKS MY MONEY FURTHER FUN EXPOSURE
ME

Unlimited resources All about memes No boundaries

Soft skills Latest and best deals Show off my lifestyle

Showcase my portfolio Playtime Show me the world

Everyday how-tos Social contests Show off my stuff

Monetise my passion Escapism

Promote my business

OBLIGATION MORALITY

MODEL STRONGER KEEPING IT DEEPER MAKE A

STUDENT FOMO TOGETHER REAL CONNECTIONS DIFFERENCE

Troubleshoot Keeping in the loop

Relatable stories Taking it offline

Get some extra help

Joining in the trend Authentic brands Bridging the gap
Share resources

Source: GenZ Qualitative Report - Google x Sixthfact+

VIETNAMESE TEENAGERS ARE LOOKING FOR...

AUTHENTIC PERSONALIZED CONSCIOUS

VALUE LOYAL
NARRATIVES LEARNING ENGAGEMENT

GenZ looks towards social proof GenZ are very open to learning and Brands and products must be clear GenZ are acutely aware of the choices
and insider details to stay in the they seek access to information from on the value proposition to allow they make
know around the world GenZ to judge quickly if they can
derive value or not

Beyond brand, product, and access, they

Authenticity comes from real They are looking to be well rounded are also thinking about the purpose of
people whose stories resonate individuals by via personal growth GenZ are highly educated and their choices.
with them. and interest areas. pragmatic shoppers - Value is
prioritized ahead of price

Brands need to be real - serve a greater

Story nuances pique curiosity Learning needs to be fun, exciting good and leverage their reach to help
and make them feel and shareable. they are very open to trialing, or influence worthy causes
“in-the-know”. switching to the new, off the
beaten track

Source: GenZ Qualitative Report - Google x Sixthfact+

 Gen Z was raised by more
pessimistic Gen X, came of
age during the recession, and
are now being inundated with
polarizing news about brands. 50%+
of Gen Z don’t have
any brands they love

Source: GenZ Qualitative Report - Google x Sixthfact+

 Most
importantly,
Groceries 63%
Teens impact all
kinds of Personal care 62%
household 91% Apparel 59%
purchases of Gen Z Teens say Technology 54%
they influence
household purchases 31% Travel
in one or more
categories 29% TV/streaming plan

24% Mobile plan

14% Automotive

Source: Human Stories research, Google, survey. n=1000 teens (13-17), 1000 older Gen Zs (18-24) and 600 Millennials (25-34). Confidential & Proprietary
Gen Z’s relationship with brands is in conflict. They want to be
cynical but are on the search for brands that feel like ‘them.’

AUTO CARE & BEAUTY FOOD & BEV TECH

With so few conversations, brand Gen Z are keen to state that big food Gen Z trade tech brand names like
Gen Z love exploring new care
mentions are low. brands are out to make money over playing cards; comparing social
products and brands and they talk
caring about them or their health. media platforms and smartphone
When mentioned there is a mix of about trusted care brands as integral
models to connect on common
‘dream’ luxury vehicles and frugal, to their daily routines. However, big brands are still regular
ground and show off knowledge.
value based brands. topics of conversation and there is a
positive sentiment towards brands However, large tech brands are now
like Coke and KFC. synonymous with data security (or
lack thereof) and there is a distinct
lack of trust from Gen Z.

Source: GenZ Qualitative Report - Google x Sixthfact+

Teen's sophisticated shopping behaviors start with Inspiration Finders

Discover new Discover trends Understand Understand Compare prices Compare Consider & get Consider Buy Use & learn how
products and get inspired individual needs products of products or benefits recommendation finally & to apply
brands decide

Discover Understand Compare Consider Buy Use

INSPIRATION GUIDANCE & ANSWER

60% 40%
Source: P2P Beauty 2018
 The entire journey is all about exploring Online. Universally the same
35%

Google

30%
YouTube

25%
Facebook

20%
Instagram

15%
Amazon

In-Store 10%

Online/In-Store
Promotion 5%

Discover new Discover trends Understand Understand Compare prices Compare Consider Consider finally Use & learn how
products and get inspired individual needs products benefits & get & decide to apply
Trying Samples recommendations

Discover Understand Compare Consider Buy Use

Question Q28_b: Which of these resources do you use to find information on the moment below?
Base: all product buyers who used on- or offline information sources, n=912.
Source: P2P Beauty 2018
Teens & Their
Media Behaviors
Obviously without doubts
First is Video, Second is Social

Source: Decision Lab - The Ultimate Guide, SEA

What are they searching and doing?
BROWSE FEED
LEARNING & DEVELOPMENT TV SHOWS SOCIAL
→ Follow / Like local pages, their favourite artists’ → Consume, and share about
Study tips, improving soft skills → Replays of TV content, game
accounts, event pages, etc. Whenever there are game content
and hobbies new cafes/restaurants, upcoming events, they get shows, etc
LIFESTYLE / TRAVEL → Arrange meetups to play games
to know by scrolling their feed together
→ Check for relevant deals → By influencers, YouTubers on
food reviews, travel vlogs
OUT-OF-HOME ACTIVITIES GAME-RELATED
RECOMMENDATION
New places to go, things to do → Subscribe to food YouTubers, and watch new → Game casting, game play, VIDEO CONTENT
videos when it gets released game reviews → Subscribe to gaming YouTubers,
→ Check “trending” page and click on interesting MUSIC-RELATED and watch new videos when it gets
videos about places they would like to go/food to → Music videos, music with released
VIDEO try → Search for game-play,
New video content lyrics to sing along, dance
game-casting videos for
covers entertainment
EVALUATOR
TRAVEL → Check real, honest reviews of restaurants by
New travel destinations, places of other users IMPROVE GAME PLAY
interest VIRAL/MEMES → Search game-related
RECOMMENDATION → Anything funny or interesting information e.g. tips on playing,
→ Search for interesting and good restaurants to that catches their attention and drop rate of game items
GAMES visit gets reshared, such as videos
Game-related content from TikTok
BUY/SELL GAME ITEMS
GET AROUND → Use epayments to buy game
MUSIC → Call for transport items
Upcoming concerts, new music → Post about in-game accounts,
GET MORE INFO high-level accounts for sale,
→ Search to get more information (dates, prices, connect with buyers
SHOPPING
hours, directions) after finding out about the
Latest deals, promotions event from social media or passing by

Source: GenZ Qualitative Report - Google x Sixthfact+

Video & App platforms occupy entirely their virtual life

MOST
COMMON

SOCIAL

OUT-OF-HOME ACTIVITIES

VIDEO

TRAVEL

GAMES

MUSIC

EDUCATION & DEVELOPMENT

SHOPPING

Source: GenZ Qualitative Report - Google x Sixthfact+

Why Youtube is No 1 app across the spectrum?
OBLIGATION EMPOWERMENT MORALITY FREEDOM

OPPORTUNITY
MODEL MAXIMISE MAKE DEEPER TAKE UNINHIBITED GLOBAL
SPACES STUDENT
FOMO STRONGER TOGETHER LIFE HACKS SHOWCASE ME
MY MONEY A DIFFERENCE
KEEPING IT REAL
CONNECTIONS IT FURTHER FUN EXPOSURE

SOCIAL

OUT-OF-HOME ACTIVITIES

VIDEO

TRAVEL

GAMES

MUSIC

EDUCATION &
DEVELOPMENT

SHOPPING

Source: GenZ Qualitative Report - Google x Sixthfact+

 Gen Z Female 13-20 live in Youtube

Female 13-20 Female 13-20 Female 13-20

3.5M People

Youtube F
13-20 6.7M 250M
2.68M* Times access to
Youtube app daily
Views Monthly
on Youtube
~70%

*estimates based on Youtube inventories in the last 30 days

Traffic is based on Female 13-20 Youtube Internal data
How Gen Z
are watching
YouTube
Top Content Categories among Female 13-20

included included

265M 85M 84M 50M 50M

23M 23M

Source: 30 days trend - Youtube Internal Data July' 20

 Why are they watching what they are mostly watching?

Connect

Learn

Relax
The next waves of GEN Z Youtubers influence the millions just by their own life diaries
Key takeaways

Personalize Tailor Highly

message content Targeted
media
Half of Gen Zers want to Gen Z is a visual first Cater to new generation
see ‘someone like generation and nowhere of beauty buyers and
themselves’ in branded is it as important as in the offer personalized
messaging, and 77% beauty and care category. product selection by
preferring ads that show Use impactful, dramatic, going where they are
real people in and diverse images and mostly receptive. It's all
promote visual about going deep
real situations*.
experiences into contents and
right moments
 Proprietary + Confidential

Understanding more about

the GenZ (18-24)
Audience
 Proprietary
Proprietary ++ Confidential
Confidential

Audience Insights Data with benefits

What can it provide? User Signals
● A holistic understanding of who your audience is, what Insights are derived from observed, rather than declared, behavior
they care about and the content they are consuming, eliminating a common research bias
based off of their behavior online

● Custom, detailed audience personas created from

Depth
clusters of similar users
By tapping into Search, YouTube and Google Display data,
What is the data source & how fresh is the data? Google can quickly help GenZ (18-24) better understand
audiences based on their interests in topics and brands, their
affinities, and their shopping behavior
(Covers 90% of the web)
● Signals from Search, Google Display Network &
YouTube Freshness
● Refreshed weekly & reflects past 30 days activity Results are reported and refreshed quicker than traditional
market research
How do I get more insights like these?
● Request analysis from your Google account team
 Proprietary + Confidential

How we defined your

audience

We defined your audience as:

18 - 24, living in Vietnam (country)

 Proprietary + Confidential

Demographic composition of selected audience

Gender Parental Status

Female Male Not a parent Parent

48.9% 51% 93.3% 6.6%

Age Household Income

Your audience
Comparison audience
Google Internal Data, as of Sep 3, 2020
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Proprietary + Confidential

Where is the GenZ (18-24) audience?

Geographic Index Geographic Share

How likely your audience is to be in each location compared to % of your audience present in each State or DMA
the benchmark audience.

1.0x 1.1x 0% 99.9%

Google Internal Data, as of Sep 3, 2020

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Proprietary + Confidential

What are they passionate about?

When compared to the audience defined as "living in Vietnam (country)" your audience is likely to be passionate Rap & Hip
Hop Fans, Electronic Dance Music Fans, Frequently Eats Dinner Out.

2.6x more likely to be 1.6x more likely to be 1.8x more likely to be 1.3x more likely to be 1.2x more likely to be

Electronic Dance Frequently Eats

Rap & Hip Hop Fans Hardcore Gamers TV Comedy Fans
Music Fans Dinner Out
23.1% of Total Audience 54.2% of Total Audience 36.5% of Total Audience 55.6% of Total Audience 52.7% of Total Audience

They enjoy listening to rap or hip They enjoy listening to electronica They often go out for dinner (at They own one or more gaming They enjoy comedic television
hop music music, including synthpop, house, fast-food restaurants, fine dining consoles shows
trance establisments, and anything in
They spend a lot of time listening to between) They spend a significant time They watch hours of TV a day
music and cultivating their music They spend a lot of time listening to playing alone or with friends
interests music and cultivating their music They frequently purchase meals at They are passionate about
interests restaurants and other dining They often take part in video game particular shows and characters
They own top of the line audio establishments. culture (competitions, conventions)
equipment, speakers and They own top of the line audio
headphones equipment, speakers and
headphones

Google Internal Data, as of Sep 3, 2020

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Proprietary + Confidential

What are they shopping for?

When compared to the audience defined as "living in Vietnam (country)" your audience is uniquely interested in Consumer
Electronics, Mobile Phones and Education.

>20x more likely to be >20x more likely to be >20x more likely to be >20x more likely to be >20x more likely to be
in-market for in-market for in-market for in-market for in-market for

Consumer Software
Mobile Phones Education Business Services
Electronics
47.0% of Total Audience 34.6% of Total Audience 59.2% of Total Audience 50.3% of Total Audience 49.6% of Total Audience

>20x more likely to be 19.9x more likely to be >20x more likely to be >20x more likely to be 13.8x more likely to be
in-market for in-market for in-market for in-market for in-market for

Beauty & Personal Photo Software Post-Secondary Foreign Language

Design Software
Care Education Study
44.0% of Total Audience 19.9% of Total Audience 39.1% of Total Audience 22.3% of Total Audience 13.8% of Total Audience
Google Internal Data, as of Sep 3, 2020
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Proprietary + Confidential

What segments are interested in GenZ (18-24)?

Segment 1 Segment 2 Segment 3 Segment 4 Segment 5

Top Affinities: Top Affinities: Top Affinities: Top Affinities: Top Affinities:

Females, not parents, and Hardcore gamers, not parents, and Not parents, males, and predominantly Not parents, predominantly sci-fi & Not parents, predominantly high-end
predominantly world music fans adventure & strategy game fans world music fans fantasy movie fans, and predominantly computer aficionados, and
action & adventure movie fans predominantly business professionals

26% of Audience 23% of Audience 22% of Audience 15% of Audience 14% of Audience

Unique Affinities: Unique Affinities: Unique Affinities: Unique Affinities: Unique Affinities:
• World Music Fans • Roleplaying Game Fans • World Music Fans • Sci-Fi & Fantasy Movie Fans • Business Professionals
• Beauty Mavens • Shooter Game Fans • Motorcycle Enthusiasts • Sci-Fi & Fantasy TV Fans • High-End Computer Aficionados
• 30 Minute Chefs • Adventure & Strategy Game Fans • Pop Music Fans • Family Television Fans • Audiophiles
• Entertainment News Enthusiasts • Hardcore Gamers • TV Drama Fans • Action & Adventure Movie Fans • Social Media Enthusiasts
• Pop Music Fans • Action Game Fans • Comedy Movie Fans • Romance & Drama Movie Fans

Unique Interests: Unique Interests: Unique Interests: Unique Interests: Unique Interests:
• BD Media Co., Ltd • Adventure • Computer
• Cosmetics • Gameplay
• Role-playing video game • Youth music • Fantasy • Enterprise
• Huong Giang
• Le Bao Binh • Trailer • Software
• Beauty tips • Massively multiplayer
role-playing game online
• Boléro Việt Nam • Product
• Skin • Shooter game • Action
• DJ
• Vegetable • Action game • Martial Arts • Google
Google Internal Data, as of Sep 3, 2020
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Proprietary + Confidential

Segment 1 26% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this segment?
top affinities?
Share Relevance

World Music Fans 74.9%

Beauty Mavens 47.8%

30 Minute Chefs 60.9%

Entertainment News
Females, not parents, and predominantly world 43.5%
Enthusiasts
music fans
Pop Music Fans 51%

Gender Parental Status

What interests are most unique for this segment?
Share Relevance

Cosmetics 44.7%

Huong Giang 38.2%

Beauty tips 42.2%

Skin 26%

Vegetable 42.4%

Google Internal Data, as of Sep 3, 2020

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Proprietary + Confidential

Segment 2 23% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this segment?
top affinities?
Share Relevance

Roleplaying Game Fans 88.1%

Shooter Game Fans 73.6%

Adventure & Strategy Game

92.4%
Fans

Hardcore gamers, not parents, and adventure & Hardcore Gamers 97.2%
strategy game fans
Action Game Fans 60%

Gender Parental Status

What interests are most unique for this segment?
Share Relevance

Gameplay 80%

Role-playing video game 85.6%

Massively multiplayer online

67.8%
role-playing game

Shooter game 71%

Action game 87.9%

Google Internal Data, as of Sep 3, 2020

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Segment 3
Proprietary + Confidential

22% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this segment?
top affinities?
Share Relevance

World Music Fans 77.6%

Motorcycle Enthusiasts 46.3%

Pop Music Fans 50.5%

Not parents, males, and predominantly world TV Drama Fans 71.9%

music fans
Comedy Movie Fans 74.8%

Gender Parental Status

What interests are most unique for this segment?
Share Relevance

BD Media Co., Ltd 49.6%

Youth music 63.6%

Le Bao Binh 42%

Boléro Việt Nam 41.5%

DJ 49.6%

Google Internal Data, as of Sep 3, 2020

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Segment 4
Proprietary + Confidential

15% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this segment?
top affinities?
Share Relevance

Sci-Fi & Fantasy Movie Fans 87.4%

Sci-Fi & Fantasy TV Fans 65.5%

Family Television Fans 69.4%

Not parents, predominantly sci-fi & fantasy Action & Adventure Movie
84.8%
movie fans, and predominantly action & Fans
adventure movie fans Romance & Drama Movie
55.6%
Fans

Gender Parental Status

What interests are most unique for this segment?
Share Relevance

Adventure 50.1%

Fantasy 44.3%

Trailer 52.4%

Action 78.1%

Martial Arts 49.5%

Google Internal Data, as of Sep 3, 2020

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Segment 5
Proprietary + Confidential

14% of Total Audience

What are this audience’s Age Distribution What affinities are most unique for this segment?
top affinities?
Share Relevance

Business Professionals 79%

High-End Computer
82.1%
Aficionados

Audiophiles 68.7%

Not parents, predominantly high-end computer Social Media Enthusiasts 57.7%

aficionados, and predominantly business
professionals

Gender Parental Status

What interests are most unique for this segment?
Share Relevance

Computer 58%

Enterprise 46%

Software 51.5%

Product 39.1%

Google 46.3%

Google Internal Data, as of Sep 3, 2020

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Proprietary + Confidential

Segment 1 Segment 2 Segment 3

–––

Segment 4 Segment 5

What stood out to you for your brand?

Google Internal Data, as of Sep 3, 2020
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
What are their top interests on YouTube?
Proprietary + Confidential

Your audience is likely to be watching Hoài Lâm, Lynk Lee and Đen Vâu Official.

Top Channels Top Topics

Channels Videos Subscribers Index Share Index Relevance

Rap & Hip-Hop 80.1%

Hoài Lâm 315 840K 2.1x 1.2x
Arts & Entertainment > Music & Audio > Urban & 66.3%
Hip-Hop > Rap & Hip-Hop

Lynk Lee Urban & Hip-Hop 80.4%

314 943K 2.6x 1.2x
Arts & Entertainment > Music & Audio > Urban & 66.7%
Hip-Hop

Đen Vâu Official East Asian Music 53.2%

76 2.9M 2.6x 1.4x
Arts & Entertainment > Music & Audio > World Music > 39.2%
East Asian Music

Dance & Electronic Music 71.8%

Binz Da Poet 59 1.2M 2.5x Arts & Entertainment > Music & Audio > Dance 1.2x
& Electronic Music 60.3%

Music Videos 46.1%

Sơn Tùng M-TP Official 93 7.7M 2.0x Arts & Entertainment > Music & Audio > Music 1.4x
Videos 32.9%

Vie Channel - Online Video 23.6%

HTV2 [ RAP VIỆT Arts & Entertainment > TV & Video > Online 1.9x
6.2K 7.9M 1.7x Video 12.6%
Official ]

Web Series 23.6%

ViruSs 2.6K 3.9M 2.8x Arts & Entertainment > TV & Video > Online 1.9x
Video > Web Series 12.6%

Google Internal Data, as of Sep 3, 2020

Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country)
 Proprietary + Confidential

What else are they watching on YouTube?

More specifically, your audience is likely to be watching Rap & Hip-Hop and East Asian Music.

Spotlight on Rap & Hip-Hop Category Spotlight on East Asian Music Category
Channel Channel

Index 2.3x Index 2.6x Index 2.6x Index 2.4x Index 2.0x Index 2.6x Index 2.7x Index 1.9x Index 1.6x Index 3.2x

Vie Channel - HTV2 VIVA Network Đen Vâu Official Binz Da Poet Sơn Tùng M-TP 1theK (원더케이) OuWy Meow BLACKPINK KION-X BIGBANG
[ RAP VIỆT Official ] 2841 videos 76 videos 59 videos Official 13098 videos 119 videos 294 videos 55 videos 773 videos
6190 videos 2.3M subscribers 2.9M subscribers 1.2M subscribers 93 videos 21M subscribers 0 subscribers 47M subscribers 700K subscribers 13M subscribers
7.9M subscribers 7.7M subscribers

Videos Videos

Index 2.8x Index 2.3x Index 2.7x Index 2.8x Index 2.8x Index 2.8x Index 1.9x Index 2.8x

RAP VIỆT Tập 2 | Suboi, RAP VIỆT Tập 1| Hội ngộ Đen - Trời hôm nay KING OF RAP Tập 1 | [MV] Hwa Sa(화사) _ [Vietsub + Tiktok] Maria - BLACKPINK - 'How You 화사 (Hwasa) - Maria /
Binz, Karik, Wowy vì thí đỉnh cao Trấn Thành, nhiều mây cực! (M/V) HIEUTHUHAI như B Maria(마리아) by Hwa Sa | 마리아 - 화사 by Like That' M/V by Lia X Tina X Yeji
sinh tung nón vàng tước Touliver, JustaTee, by Ray trong thành phố, [MV] Hwa Sa(화사) _ [Vietsub + Tiktok] Maria - BLACKPINK - 'How You Choreography by
quyền Rhymastic, Rhymastic, Suboi, Binz, Đen - Trời hôm nay Sóc Nâu - KIỀU LOAN Maria(마리아) uploaded Hwa Sa | 마리아 - 화사 Like That' M/V 화사 (Hwasa) - Maria /
JustaTee by Karik, Wowy by nhiều mây cực! (M/V) khiến 4 HLV náo loạn 29-Jun-2020 uploaded 14-Jul-2020 uploaded 26-Jun-2020 Lia X Tina X Yeji
RAP VIỆT Tập 2 | Suboi, RAP VIỆT Tập 1| Hội ngộ uploaded 06-Aug-2020 by 60M views 6.7M views 488M views Choreography
Binz, Karik, Wowy vì thí đỉnh cao Trấn Thành, 14M views KING OF RAP Tập 1 | uploaded 14-Jul-2020
Google
sinh Internal
tung nón vàngData,
tướcas of Sep 3, 2020
Touliver, JustaTee, HIEUTHUHAI như B 29M views
Google-defined
quyền Rhymastic, lifestyle, psychographic, and behavioral
Rhymastic, Suboi, Binz, audiences based on anonymized, aggregated user phố,
Ray trong thành browsing behavior on the Google Display Network.
Audience
JustaTee defined as 18 - 24, Karik,
uploaded living Wowy
in Vietnam (country), as compared to the audience livingSóc
uploaded in living
Nâu -inKIỀU
Vietnam
LOAN(country)
08-Aug-2020 01-Aug-2020 khiến 4 HLV náo loạn
 Proprietary + Confidential

What else are they watching on YouTube?

More specifically, your audience is likely to be watching Urban & Hip-Hop and Dance & Electronic Music.

Spotlight on Urban & Hip-Hop Category Spotlight on Dance & Electronic Music
Channel Channel
Category

Index 2.3x Index 2.6x Index 2.6x Index 2.4x Index 2.0x Index 2.0x Index 1.8x Index 1.7x Index 2.1x Index 3.0x

Vie Channel - HTV2 VIVA Network Đen Vâu Official Binz Da Poet Sơn Tùng M-TP Orinn Remix BD Media Music Jenny Remix HOA HỒNG DẠI Top Tik Tok
[ RAP VIỆT Official ] 2841 videos 76 videos 59 videos Official 683 videos 864 videos 423 videos MUSIC 119 videos
6190 videos 2.3M subscribers 2.9M subscribers 1.2M subscribers 93 videos 2.1M subscribers 2.3M subscribers 524K subscribers 2974 videos 341K subscribers
7.9M subscribers 7.7M subscribers 1.8M subscribers

Videos Videos

Index 2.8x Index 2.3x Index 2.7x Index 2.8x Index 2.8x Index 2.1x Index 2.5x Index 2.0x

RAP VIỆT Tập 2 | Suboi, RAP VIỆT Tập 1| Hội ngộ Đen - Trời hôm nay KING OF RAP Tập 1 | Hoa Nở Không Màu Hôm Nay Là Thứ Bảy Dj Mie phá đảo FPT Buồn Làm Chi Em Ơi
Binz, Karik, Wowy vì thí đỉnh cao Trấn Thành, nhiều mây cực! (M/V) HIEUTHUHAI như B (Orinn Remix) - Hoài Anh Thích Thích Vào Bar University Đà Nẵng by Remix 💔 NONSTOP
sinh tung nón vàng tước Touliver, JustaTee, by Ray trong thành phố, Lâm | Nhạc Trẻ EDM Hot Nhạc Lên Là Em Nhảy Dj Mie phá đảo FPT Vinahouse, Hoa Nở
quyền Rhymastic, Rhymastic, Suboi, Binz, Đen - Trời hôm nay Sóc Nâu - KIỀU LOAN Tik Tok Gây Nghiện Hay (MC LongB) - Bibo University Đà Nẵng Không Màu Remix,
JustaTee by Karik, Wowy by nhiều mây cực! (M/V) khiến 4 HLV náo loạn Nhất 2020 by Remix - 2020 by uploaded 18-Jul-2020 Nhạc Trẻ Remix, nhạc
RAP VIỆT Tập 2 | Suboi, RAP VIỆT Tập 1| Hội ngộ uploaded 06-Aug-2020 by Hoa Nở Không Màu Hôm Nay Là Thứ Bảy 2.3M views trẻ 2020 by
Binz, Karik, Wowy vì thí đỉnh cao Trấn Thành, 14M views KING OF RAP Tập 1 | (Orinn Remix) - Hoài Lâm Anh Thích Thích Vào Bar Buồn Làm Chi Em Ơi
Google
sinh Internal
tung nón vàngData,
tướcas of Sep 3, 2020
Touliver, JustaTee, HIEUTHUHAI như B | Nhạc Trẻ EDM Hot Tik Nhạc Lên Là Em Nhảy Remix 💔 NONSTOP
Google-defined
quyền Rhymastic, lifestyle, psychographic, and behavioral
Rhymastic, Suboi, Binz, audiences based on anonymized, aggregated user phố,
Ray trong thành browsing behavior on the
TokGoogle Display
Gây Nghiện Network.
Hay (MC LongB) - Bibo Remix Vinahouse, Hoa Nở
Audience
JustaTee defined as 18 - 24, Karik,
uploaded living Wowy
in Vietnam (country), as compared to the audience livingSóc
uploaded in living
Nâu -inKIỀU
Vietnam
LOAN(country) Nhất 2020 uploaded - 2020 uploaded Không Màu Remix,
08-Aug-2020 01-Aug-2020 khiến 4 HLV náo loạn 09-Jul-2020 28-Mar-2020 Nhạc Trẻ Remix, nhạc
 Proprietary + Confidential

What else are they watching on YouTube?

More specifically, your audience is likely to be watching Music Videos and Online Video.

Spotlight on Music Videos Category Spotlight on Online Video Category

Channel Channel

Index 2.6x Index 1.9x Index 3.3x Index 2.4x Index 3.1x Index 1.8x Index 2.5x Index 2.9x Index 2.9x Index 2.1x

1theK (원더케이) BLACKPINK Fall In Luv Love Life Lyrics Charlie Puth FAP TV MISTHY TV HUNGCAC Schannel Jenny Huynh
13098 videos 294 videos 223 videos 834 videos 95 videos 497 videos 1332 videos 4 videos 9254 videos 52 videos
21M subscribers 47M subscribers 558K subscribers 635K subscribers 17M subscribers 12M subscribers 5.5M subscribers 836 subscribers 2.7M subscribers 778K subscribers

Videos Videos

Index 2.8x Index 1.9x Index 3.2x Index 3.5x Index 2.2x Index 2.0x Index 2.3x Index 2.5x

[MV] Hwa Sa(화사) _ Index 1.9x SOMI (전소미) - 'What Sasha Sloan - Dancing FAPtv Cơm Nguội: Tập FAPtv Cơm Nguội: Tập FAPtv Cơm Nguội: Tập Misthy reaction trào
Maria(마리아) by You Waiting For' M/V With Your Ghost (Lyric 226 - Sui Gia Gà Trống 225 - Xóm Vô Duyên by 227 - Thần Kê Đại Hiệp lưu tiktok câu nói cool
[MV] Hwa Sa(화사) _ by Video) by by FAPtv Cơm Nguội: Tập by ngầu || SÂN SI CÙNG
Maria(마리아) uploaded SOMI (전소미) - 'What Sasha Sloan - Dancing FAPtv Cơm Nguội: Tập 225 - Xóm Vô Duyên FAPtv Cơm Nguội: Tập MISTHY by
29-Jun-2020 You Waiting For' M/V With Your Ghost (Lyric 226 - Sui Gia Gà Trống uploaded 21-Jul-2020 227 - Thần Kê Đại Hiệp Misthy reaction trào
60M views uploaded 22-Jul-2020 Video) uploaded uploaded 25-Jul-2020 10M views uploaded 07-Aug-2020 lưu tiktok câu nói cool
24M views 27-Jun-2019 9.6M views 12M views ngầu || SÂN SI CÙNG
Google Internal Data, as of Sep 3, 2020 50M views MISTHY uploaded
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network. 25-Jul-2020
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living in living in Vietnam (country) 2.1M views
 Proprietary + Confidential

What else are they watching on YouTube?

More specifically, your audience is likely to be watching Web Series and Celebrities & Entertainment News.

Spotlight on Web Series Category Spotlight on Celebrities & Entertainment

Channel Channel
News Category

Index 1.8x Index 2.5x Index 2.9x Index 2.9x Index 2.1x Index 2.1x Index 2.5x Index 2.1x Index 3.6x Index 1.7x

FAP TV MISTHY TV HUNGCAC Schannel Jenny Huynh Nguyễn Hương Ly Vie Channel - HTV2 [ Linh Ngọc Đàm Meens DIEN QUAN
497 videos 1332 videos 4 videos 9254 videos 52 videos Official RAP VIỆT Official ] 450 videos 475 videos Entertainment / Giải
12M subscribers 5.5M subscribers 836 subscribers 2.7M subscribers 778K subscribers 139 videos 6190 videos 2.4M subscribers 474K subscribers Trí
3.8M subscribers 7.9M subscribers 6448 videos
5.2M subscribers

Videos Videos

Index 2.2x Index 2.0x Index 2.3x Index 2.5x Index 2.0x Index 3.7x Index 2.2x Index 3.2x

FAPtv Cơm Nguội: Tập FAPtv Cơm Nguội: Tập FAPtv Cơm Nguội: Tập Misthy reaction trào #13 Hương Giang: Này Mãi Mãi Không Phải Anh #14 Hương Giang: Này Đen Vâu, anh công
226 - Sui Gia Gà Trống 225 - Xóm Vô Duyên by 227 - Thần Kê Đại Hiệp lưu tiktok câu nói cool anh, cuộc đời em vốn - Thanh Bình || OFFICIAL anh, anh muốn thử 1 nhân vệ sinh ngày nào
by FAPtv Cơm Nguội: Tập by ngầu || SÂN SI CÙNG nhiều phức tạp... | MUSIC VIDEO by lần có người yêu... là đã trở thành hot
FAPtv Cơm Nguội: Tập 225 - Xóm Vô Duyên FAPtv Cơm Nguội: Tập MISTHY by NGƯỜI ẤY LÀ AI - MÙA 3 Mãi Mãi Không Phải Anh hoa hậu? | NGƯỜI ẤY rapper by
226 - Sui Gia Gà Trống uploaded 21-Jul-2020 227 - Thần Kê Đại Hiệp Misthy reaction trào by - Thanh Bình || OFFICIAL LÀ AI - MÙA 3 by Đen Vâu, anh công
uploaded 25-Jul-2020 10M views uploaded 07-Aug-2020 lưu tiktok câu nói cool #13 Hương Giang: Này MUSIC VIDEO uploaded #14 Hương Giang: Này nhân vệ sinh ngày nào
9.6M views 12M views ngầu || SÂN SI CÙNG anh, cuộc đời em vốn 05-Jun-2020 anh, anh muốn thử 1 đã trở thành hot rapper
Google Internal Data, as of Sep 3, 2020 MISTHY uploaded nhiều phức tạp... | NGƯỜI 4.7M views lần có người yêu... là uploaded 15-Jan-2020
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated
25-Jul-2020user browsing behavior on the Google
ẤY LÀ Display
AI - MÙA 3 Network. hoa hậu? | NGƯỜI ẤY 2.9M views
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience living2.1M
in living in Vietnam (country)
views uploaded 31-Jul-2020 LÀ AI - MÙA 3 uploaded
14M views 07-Aug-2020
 Proprietary + Confidential

What else are they watching on YouTube?

More specifically, your audience is likely to be watching Song Lyrics & Tabs and Music Reference.

Spotlight on Song Lyrics & Tabs Spotlight on Music Reference Category

Channel
Category Channel

Index 2.9x Index 3.7x Index 2.5x Index 3.4x Index 3.2x Index 2.9x Index 3.7x Index 2.5x Index 3.4x Index 3.2x

Fall In Luv Love Life Lyrics 7clouds Moon Leinav Cam Lavigne Fall In Luv Love Life Lyrics 7clouds Moon Leinav Cam Lavigne
223 videos 834 videos 1173 videos 55 videos 88 videos 223 videos 834 videos 1173 videos 55 videos 88 videos
558K subscribers 635K subscribers 6.6M subscribers 18K subscribers 249K subscribers 558K subscribers 635K subscribers 6.6M subscribers 18K subscribers 249K subscribers

Videos Videos

Index 2.8x Index 3.5x Index 3.3x Index 3.3x Index 2.8x Index 3.5x Index 3.3x Index 3.3x

[Vietsub+Lyrics] Play Sasha Sloan - Dancing 『Lyrics + Vietsub』All [Vietsub+Lyrics] Oops [Vietsub+Lyrics] Play Sasha Sloan - Dancing 『Lyrics + Vietsub』All [Vietsub+Lyrics] Oops
Date - Melanie Martinez With Your Ghost (Lyric About Him - Auburn II - Little Mix by Date - Melanie Martinez With Your Ghost (Lyric About Him - Auburn II - Little Mix by
by Video) by It's all about you ❤ [Vietsub+Lyrics] Oops - by Video) by It's all about you ❤ [Vietsub+Lyrics] Oops -
[Vietsub+Lyrics] Play Sasha Sloan - Dancing [Hot Tiktok] by Little Mix uploaded [Vietsub+Lyrics] Play Sasha Sloan - Dancing [Hot Tiktok] by Little Mix uploaded
Date - Melanie Martinez With Your Ghost (Lyric 『Lyrics + Vietsub』All 05-Jun-2020 Date - Melanie Martinez With Your Ghost (Lyric 『Lyrics + Vietsub』All 05-Jun-2020
uploaded 01-May-2020 Video) uploaded About Him - Auburn II 3.4M views uploaded 01-May-2020 Video) uploaded About Him - Auburn II 3.4M views
18M views 27-Jun-2019 It's all about you ❤ 18M views 27-Jun-2019 It's all about you ❤
Google Internal Data, as of Sep
50M3, views
2020 [Hot Tiktok] uploaded 50M views [Hot Tiktok] uploaded
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user browsing behavior on the Google Display Network.
10-Jun-2020 10-Jun-2020
Audience defined as 18 - 24, living in Vietnam (country), as compared
2.9M viewsto the audience living in living in Vietnam (country) 2.9M views
 Proprietary + Confidential

What else are they watching on YouTube?

More specifically, your audience is likely to be watching Pop Music and Strategy Games.

Spotlight on Pop Music Category Spotlight on Strategy Games Category

Channel Channel

Index 2.1x Index 2.6x Index 2.6x Index 2.4x Index 2.0x Index 3.4x Index 3.5x Index 3.7x Index 3.8x Index 3.6x

Hoài Lâm Lynk Lee Đen Vâu Official Binz Da Poet Sơn Tùng M-TP MixiGaming XTV Network Vietnam Esports TV Ba Rọi Béo Optimus
315 videos 314 videos 76 videos 59 videos Official 995 videos 1340 videos 9085 videos 2607 videos 613 videos
840K subscribers 943K subscribers 2.9M subscribers 1.2M subscribers 93 videos 3.6M subscribers 1.1M subscribers 3M subscribers 1.4M subscribers 534K subscribers
7.7M subscribers

Videos Videos

Index 2.2x Index 2.9x Index 2.7x Index 2.8x Index 3.7x Index 4.1x Index 3.8x Index 4.0x

Hoa Nở Không Màu | Index 1.9x Đen - Trời hôm nay KING OF RAP Tập 1 | Cùng Refund Gaming Full Livestream (Talkshow) Stream tại Full Livestream
Hoài Lâm | Acoustic nhiều mây cực! (M/V) HIEUTHUHAI như B phá đảo FLC Luxury 8/8/2020. by NHÀ MỚI và lời cảm ơn 31/7/2020. by
Version by by Ray trong thành phố, Resort Quy Nhơn và test Full Livestream chân thành đầy xúc Full Livestream
Hoa Nở Không Màu | Đen - Trời hôm nay Sóc Nâu - KIỀU LOAN siêu súng của Tùng Sói. 8/8/2020. uploaded động. by 31/7/2020. uploaded
Hoài Lâm | Acoustic nhiều mây cực! (M/V) khiến 4 HLV náo loạn by 08-Aug-2020 (Talkshow) Stream tại 31-Jul-2020
Version uploaded uploaded 06-Aug-2020 by Cùng Refund Gaming 1.1M views NHÀ MỚI và lời cảm ơn 1.2M views
26-Jun-2020 14M views KING OF RAP Tập 1 | phá đảo FLC Luxury chân thành đầy xúc
Google
93M viewsInternal Data, as of Sep 3, 2020 HIEUTHUHAI như B Resort Quy Nhơn và test động. uploaded
Google-defined lifestyle, psychographic, and behavioral audiences based on anonymized, aggregated user phố,
Ray trong thành browsing behavior on the
siêuGoogle Display
súng của TùngNetwork.
Sói. 08-Aug-2020
Audience defined as 18 - 24, living in Vietnam (country), as compared to the audience livingSóc
in living
Nâu -inKIỀU
Vietnam
LOAN(country) uploaded 08-Aug-2020 1.2M views
khiến 4 HLV náo loạn 2.5M views
Thought Starters for Discussion
Proprietary + Confidential

● How can GenZ (18-24) more effectively reach their target customer on Google's platforms
○ Who else should we target?
○ Should we target specific Affinity or In-Market Audiences?
○ Should we create a Custom Affinity Audience for each Segment or just the top ones?

● Are our creative assets in line with what they audience is watching on YouTube?

● How can GenZ (18-24) use the interests and affinities of each cluster (and the overall audience) to produce better
content that appeals to the interests of the audience(s)?

● What else can we provide your team as a next step?

● Now that we know our audience likes Rap & Hip-Hop and Urban & Hip-Hop on YouTube, should we change our
approach?
● If you knew someone interested in GenZ (18-24) was a Females, not parents, and predominantly world music
fans, is our current messaging/content relevant to that person? How could you improve it to make it more relevant
to their interests and needs?
Methodology & Definitions
Proprietary + Confidential

Data Source:
● Signals from Search, Google Display Network & YouTube
● Refreshed ~1x month & reflects past 30 days activity

Notes:
● This shows the likelihood of Interest in a topic, versus a benchmark
audience (by default, the user population in your selected country).
An interest is a topic that a user has visited pages about across
multiple sessions. In order for us to classify it as an interest, it needs
to have a corresponding Knowledge Graph entity. Google-defined
lifestyle, and behavioral audiences are based on anonymized,
aggregated user browsing behavior on the Google Display Network.
● Share represents the share (or percentage) of your selected audience that likely to be interested in a
specific output interest
● Index represents how much more likely your audience is to display the specific output interest.
● Relevance is a combination of Share and Index. We combine both metrics together as a way to bubble
up the most relevant interests for each group.
● Learn about Affinity Audiences, In-Market Interests and other targeting types here.
 Proprietary + Confidential

Appendix
 Proprietary + Confidential

Sample profile
Gender Age Location

Hochiminh 12%
50% 50% Hanoi 13%
male female
Danang 12%

CanTho 13%
Ethnic descent Monthly household income
Thai Nguyen 12%
Viet/Kinh 99%
MyTho 13%
Hoa 1%
BinhBinh Thuan 12%

VungTau 13%

S1. Age; S2. Gender; D4. Location, D2. Ethnic descent, PSEC2. HH Income
Base: All respondents, n=1500
 Proprietary + Confidential

Top 10 apps used by each Tier

1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
Tier 1

99% 98% 95% 85% 81% 69% 64% 55% 48% 46%

1st 2nd 3rd 4th 5th 6th 7th 8th 9th 10th
Tier 2

99% 99% 97% 85% 72% 70% 53% 46% 43% 36%

Q1. Which of the following do you currently use?

Base: Tier 1 n=750, Tier 2 = 750
 Proprietary + Confidential

App Usage in Vietnam

 Proprietary + Confidential

App usage in Vietnam – Social Media

Male Female
Total
13-17 18-24 13-17 18-24
Instagram 36% 29% 34% 37% 45%
Facebook 98% 98% 99% 97% 99%
TikTok 42% 41% 39% 47% 39%
Snapchat 7% 5% 3% 14% 5%
Twitter 6% 5% 7% 7% 8%
Pinterest 4% 3% 3% 6% 6%
Linkedin 1% 1% 2% 0% 1%
Tumblr 0% 0% 0% 0% 1%

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents
 Proprietary + Confidential

App usage in Vietnam – Messaging

Male Female
Total
13-17 18-24 13-17 18-24
WeChat 3% 3% 4% 2% 2%

Whatsapp 1% 1% 2% 1% 2%

LINE 2% 2% 3% 2% 3%

Messenger 96% 96% 96% 95% 97%

KakaoTalk 0% 0% 1% 0% 1%

Viber 5% 4% 6% 5% 6%

Skype 2% 1% 4% 1% 3%

Hangouts 0% 0% 1% 0% 1%

Discord 2% 2% 4% 1% 1%

Telegram 1% 0% 2% 1% 1%

Between 0% 0% 0% 0% 0%

Zalo 85% 77% 92% 78% 92%

Hello Yo 0% 0% 0% 0% 0%

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents
 Proprietary + Confidential

App usage in Vietnam – Video

Male Female
Total
13-17 18-24 13-17 18-24
YouTube 99% 99% 100% 98% 99%
Free to air TV 0% 0% 1% 0% 0%
Cable TV 0% 0% 1% 0% 0%
Netflix 6% 5% 6% 4% 8%
Amazon Prime 1% 1% 1% 1% 0%
HBO 2% 3% 2% 3% 1%
iFlix 0% 1% 0% 1% 0%
News sites 0% 0% 0% 0% 0%
Dailymotion 1% 0% 1% 1% 1%
Vimeo 0% 0% 1% 1% 0%
Twitch 1% 1% 2% 0% 0%
Viu 0% 0% 0% 0% 0%

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents
 Proprietary + Confidential

App usage in Vietnam – Forums & News

Male Female
Total
13-17 18-24 13-17 18-24
Google News 11% 11% 13% 8% 13%
News provider app e.g. Báo
32% 27% 38% 25% 37%
hay 24h, BÁO MỚI etc.

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents
 Proprietary + Confidential

App usage in Vietnam – Search

Male Female
Total
13-17 18-24 13-17 18-24
Google.com 39% 40% 36% 41% 39%
Yahoo App 0% 1% 1% 0% 0%
Cốc Cốc 19% 18% 23% 14% 19%
Google App 22% 24% 22% 22% 22%
Safari 32% 25% 36% 27% 40%
Chrome 70% 68% 76% 66% 70%
Opera / Opera Mini 1% 1% 1% 0% 1%
Firefox 1% 2% 1% 0% 1%
UC Browser/ UC Browser Mini
2% 2% 3% 1% 1%
/ UC Browser Lite

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents
 Proprietary + Confidential

App usage in Vietnam – Shopping

Male Female
Total
13-17 18-24 13-17 18-24
Google Shopping 1% 0% 2% 1% 1%
Shopee 50% 37% 49% 47% 69%
Lazada 26% 24% 28% 21% 31%
Tiki 29% 23% 32% 27% 32%
Taobao 2% 1% 1% 3% 3%
Sendo 9% 6% 13% 7% 12%
Zalora 0% 0% 0% 0% 0%
Klook 0% 0% 0% 0% 0%
Amazon 1% 1% 3% 1% 1%

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents
 Proprietary + Confidential

App usage in Vietnam – Music

Male Female
Total
13-17 18-24 13-17 18-24
Spotify Free (unpaid) 6% 6% 4% 7% 6%
Spotify Premium (paid) 1% 1% 1% 1% 1%
Apple Music 4% 3% 6% 5% 3%
Joox 0% 0% 0% 0% 0%
Soundcloud 10% 10% 12% 10% 8%
YouTube Music 8% 5% 10% 6% 13%
Zing MP3 76% 76% 75% 76% 75%
Nhac cua tui 32% 29% 35% 28% 35%
Shazam 1% 1% 1% 2% 1%

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents
 Proprietary + Confidential

App usage in Vietnam – Food

Male Female
Total
13-17 18-24 13-17 18-24
Foodpanda 1% 1% 1% 0% 1%
GrabFood 27% 21% 28% 23% 34%
GoFood 4% 3% 4% 3% 5%
Now 27% 20% 26% 24% 37%

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents
 Proprietary + Confidential

App usage in Vietnam – Travel

Male Female
Total
13-17 18-24 13-17 18-24
GoJek 0% 0% 0% 0% 0%
Grab 37% 31% 39% 33% 46%
Google Maps 59% 54% 66% 51% 63%
GoViet 12% 10% 14% 11% 15%
Waze 0% 0% 0% 0% 0%
Expedia 0% 0% 0% 0% 0%
AirBnB 0% 0% 0% 0% 1%
Trivago 2% 1% 2% 2% 2%
Apple Maps 19% 14% 24% 14% 22%

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents
 Proprietary + Confidential

App usage in Vietnam – Games

Male Female
Total
13-17 18-24 13-17 18-24
Mobile Legends 14% 20% 20% 9% 5%
PubG 32% 49% 36% 27% 17%
Call of Duty 2% 3% 3% 1% 1%
Clash of Clans 7% 11% 11% 3% 2%
Minecraft 8% 14% 9% 6% 4%
Fortnite 2% 3% 3% 1% 0%

Significantly higher/lower vs. total at CI of 95%

Q1. Which of the following do you currently use?
Base: All respondents