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The first agency in Vietnam certified 20252 by British Standards Institute Marketing Research Association, USA
Market research top-line November 2011
TOPIC:
HCMC HA NOI DA NANG
THE PRACTICE OF WATCHING FILM & ENTERTAINMENT OF CONSUMERS IN AGE 15 – 55
A brief introduction
Viettrack is a monthly research news-letter developed by FTA Research & Consultant, the member of ESOMAR. It is conducted base on a monthly research. It aims at delivering comment, evaluation and true feeling of research objects about present time’s economic situation as well as promotion campaigns or products to producers and marketers. It is expected to help them understand to offer better service to unsatisfied demand of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in market research and ESOMAR Code of Conduct.
Viettrack - November 2011:
Sample size: N = 300; in which:
HCMC = Ha Noi = Da Nang = N=100
Gender: Male & Female
SEC: ABCD
Age: 15 – 55
Like watching film if they have free time
THE ENTERTAINMENT HABIT OF CONSUMERS
Entertainment activities have been joined in the past 3 months
8
12
25
30
35
36
45
57
84
97
46
32
68
56
76
37
41
75
78
92
3
27
15
12
21
35
32
59
84
100
19
40
58
37
55
39
31
75
87
98
9
5
21
25
30
39
61
39
94
95
62
35
73
60
80
25
47
65
73
87
12
3
39
52
53
33
42
74
74
95
58
20
74
72
94
46
46
86
73
91
TOTAL HCMC HN DN
N=300 N=100 N=100 N=100
Base on all respondents Activities on weekends Activities from working days
• Watching films and listen to music are two entertainment activities that consumers like the most. Consumers have a
trend to join the outside activities (shopping, go to coffee shop, carousing, take a walk on the city center…) on
weekends more than working days (From Monday to Friday)
Watching films (at the cinema, at home…)
Listen to music
Go to coffee shop
Reading books
Playing game
Carousing
Take a walk in shopping mall
Go to shopping
Go to the park
Go to the countryside
50
62
26
37
19
53
45
14
11
40
13
16
12
16
2
2
5
1
1
2
8
26
16
19
4
9
13
4
1
6
11
18
8
14
2
4
11
3
2
2
4
11
17
27
13
13
29
14
10
1
8
5
12
12
13
18
12
2
2
2
14
15
15
49
74
Base on all respondents N=300
Means (times/month)
25.62
20.11
10.92
8.65
7.97
5.02
4.92
3.62
1.52
0.78
TOTAL
• Watching films is one of entertainment activities that consumers spend more time than others.
Frequency of joining in entertainment activities - Total
Watching films (in the cinema, at home…)
Listen to music
Go to coffee shop
Reading books
Playing game
Carousing
Take a walk on the city center
Go to shopping
Go to the park
Go to the countryside
Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday
Frequency of joining in entertainment activities - HCMC
79
47
34
59
38
52
56
16
10
19
8
17
10
12
2
2
3
1
1
18
30
16
21
11
8
16
2
1
14
13
6
13
1
4
9
1
9
5
9
15
10
14
29
13
1
1
10
7
9
8
4
4
14
9
18
65
96
N=100
Means (times/month)
29.6
22.52
10.99
5.94
7.68
2.98
1.79
2.4
3.25
0.26
HCMC
• Watching films, listen to music, go to coffee shop are top 3 activities in HCMC that have the high level of frequency of
joining in entertainment activities.
Watching films (in the cinema, at home…)
Listen to music
Go to coffee shop
Reading books
Playing game
Carousing
Take a walk on the city center
Go to shopping
Go to the park
Go to the countryside
Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday
Frequency of joining in entertainment activities - Hanoi
30
60
20
25
12
55
33
17
4
65
20
24
22
25
1
4
10
4
31
16
20
2
4
17
2
2
4
16
13
14
6
5
16
3
1
5
15
35
15
10
30
19
11
1
2
8
2
15
19
9
23
22
5
12
25
1
49
64
N=100
Means (times/month)
24.81
21.36
6.28
12.63
8.19
5.1
4.31
4.21
0.76
0.95
HN
• Somewhat different to consumers in HCMC & DN, consumers in Hanoi like to go to the countryside for entertainment
around once per month.
• The rate of “reading books” of consumers in Hanoi is higher than other areas.
Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday
Watching films (in the cinema, at home…)
Listen to music
Go to coffee shop
Reading books
Playing game
Carousing
Take a walk on the city center
Go to shopping
Go to the park
Go to the countryside
Frequency of joining in entertainment activities - DN
42
80
23
26
6
53
47
8
18
37
12
7
3
10
2
1
2
1
3
6
3
18
16
17
3
13
7
8
2
13
4
27
4
24
4
2
7
5
6
2
23
29
30
13
16
28
11
17
1
1
16
13
10
11
22
22
11
1
6
15
10
26
35
61
N=100
Means (times/month
22.46
16.45
15.48
7.38
8.04
6.98
8.67
4.26
0.54
1.14
DN
• The frequency of “carousing” of consumers in Da Nang is more than consumers in HCMC & HN. It could be explained
that there are not have a lot of entertainment places for consumers in Danang. Hence, they have a limit choice on
entertainment activities.
Never 1 time/month 2-3 times/month 1 time/week 2-3 times/week 4-6 times/week Everyday
Watching films (in the cinema, at home…)
Listen to music
Go to coffee shop
Reading books
Playing game
Carousing
Take a walk on the city center
Go to shopping
Go to the park
Go to the countryside
Place of watching film
8
8
45
46
60
100
1
2
6
3
41
47
6
1
35
38
60
100
0
0
4
0
39
57
16
0
56
43
60
100
4
0
6
1
48
41
3
24
44
57
60
99
0
3
8
8
37
44
N=300 N=100 N=100 N=100
• Beside watching film at home, consumers also watching film at the cinema. The rate of watching film at the cinema is
growing faster than some years ago. This result is shown that the trend of watching film at the cinema is growing. In
addition, we also recognize that the cinema system is being invested & developed both quantity and quality to meet
the consumers needs. • There are no significant difference across these areas.
TOTAL HCMC HN DN
Watching at home
Watching at cinema
Watching on computer at home
Watching on VCD/DVD player at home
Watching at coffee shop
Watching at internet shop
Base on all respondents
The place that consumer like the mostThe place that consumers often watch film
HOW TO CHOOSE THE CINEMA
FOR WATCHING FILM
Source of information
14
21
34
36
47
55
58
82
15
17
13
30
30
48
37
78
5
27
42
47
52
67
68
90
21
19
45
33
58
51
67
80
N=180 N=60 N=60 N=60
• The main source of information to aware cinema is “Recommended from friends/ family”. It seems WOM is still more
reliable source than others. Especially, this is one of the most popular source towards Vietnamese consumers. Next
are “Seeing signboard on the way” & “Leaflet”.
Based on the respondents those have ever watched film at the cinema in the past 3 months
Recommended from friends/family
Seeing signboard on the way
Leaflet
Billboards
Internet
Shopping center
Magazines
Newspaper
TOTAL HCMC HN DN
Which cinema do consumers often watch film
6
8
8
15
15
21
27
6
12
40
42
12
78
Galaxy Group
Megastar Group Thang Long Cinema
Dong Da Cinema
Lotte Cinema Cinebox Group
Tan Son Nhat Cinema
Megastar Vincom
Quoc Gia Cinema
Thang 8 Cinema
Ngoc Khanh Cinema
Megastar Vinh Trung
Le Do Cinema
N = 60
N = 60
N = 60
Ho Chi Minh
Ha Noi
Da Nang
• In HCMC, the cinema system are quite multiform from premium to mainstream. Thus, consumers in HCMC have more
choices on cinema in comparison with other areas. Among these cinema system, we found that Galaxy and Megastar
are standing out in the cinema system in HCMC.
• While consumers in HN and DN have less choice than consumers in HCMC. Hence, Megastar is the best choice for
them when they would like go to the cinema.
Based on the respondents those have ever watched film at the cinema in the past 3 months
Level of satisfaction about quality services of cinema – HCMC
87 100
13 Definitely satisfied
Satisfied
Normal
Dissatified
Defenitelydissatisfied
Galaxy Group
Megastar Group
Means 4.13 4.00 Top 2 Boxes 100% 100%
N=18* N=14* * Sample size is very small
• “Sound system” & “high quality images” are the main reason that is also the key important factor for consumers to
consider & evaluate the quality service of cinema system. They go to the cinema for watching film because they
would like to get “real feeling” with the real and lively sound system & high quality images.
Base on respondents watching films at the cinema most often
GalaxyGroup
MegastarGroup
N=18* N=14*50 6738 5025 5025 3323 2517 25Have many excited films
Reason for satisfaction
High quality imagesThe sound system is relative and lively
The rooms are large & have many seatsComfortable seats
The rooms are clean and well-aired
Level of satisfaction about quality services of cinema – Hanoi
59
82
41
18 Definitely satisfied
Satisfied
Normal
Dissatified
Defenitelydissatisfied
Quoc Gia Cinema
Megastar Vincom
Means 4.41 4.18 Top 2 Boxes 100% 100%
N=25* N=24* * Sample size is very small
Similar to HCMC.
Base on respondents watching films at the cinema most often
MegastarVincom
Quoc GiaCinema
N=25* N=24*55 5547 4646 1823 1814 419 18
The rooms are clean and well-airedThe rooms are large & have many seats
Have many slots for watching films
Reason for satisfaction
The sound system is real and lively High quality images
Have many excited films
Level of satisfaction about quality services of cinema – Danang
9
58
33 Definitely satisfied
Satisfied
Normal
Dissatified
Defenitely dissatisfied
Megastar Vinh Trung
Means 4.24 Top 2 Boxes 91%
N=45
• Consumers in Da Nang have less choices on cinema system than consumers in HCMC and Hanoi. But the important
factors for choosing the cinema are the same evaluation with other areas. And those are the reason that they choose
Megastar Vinh Trung .
Base on respondents watching films at the cinema most often
MegastarVinh Trung
N=456444443633
Reason for satisfaction
High quality imagesThe sound system is relative and lively
The rooms are clean and well-airedThe rooms are large & have many seats
Have many excited films
Important factors for choosing the cinema - Total
4 6
3
1 2 3
1
30 32
5
7 3 4
2 3 3 4
2 2 2 2 2 2 3
1
2 2 2 2 1
36 29
29 26
27 24
26 24 22 21 23 22 22 21
18 18 17
16 14
12 10 10 10
22 27
51 49
48 44 49 51 56
56 50
46 48
59 55
42 41 50
60 43
45 43
51
8 6
12 17
20 25 23 22
18 19
25 30 28
18 25
38 39
33 24
43 43
45 38 89%
88% 88% 86% 84% 83% 80% 80% 80% 77% 76% 76% 75% 75% 74% 73% 72% 69% 68% 66% 63% 33% 30%
Base on all respondents N = 300
• Most of consumers love to watching film at the cinema because of the outstanding point of image & sound system. Those are the main important factors that consumers to consider & choose the cinema for watching film. In addition, it should have much interesting & new films to attract consumers to go the cinema for watching film.
High quality images
The sound system is real and lively
Have many excited films
Comfortable seats
The rooms are clean and well-aired
Have many promotion campaigns
Have many “blockbuster” films
The rooms are equipped 3D technology
The rooms are large and have many seats There are many good songs while waiting time
Have many time slots for watching film
The staffs are enthusiastic & thoughtful
Food & beverage in service area are good
There are many rooms with different size
There are enclosed entertainment service
Have many kinds of food & beverage in service area
There are many games for playing while waiting
It’s near my house
It’s located in shopping center
Parking-lot is big & equipped roof
It’s located at central area There are equipped small rooms, limit the no. of seats
The cinema system’s located many areas in the city
Means 4.26 4.29 4.29 4.27 4.05 4.16 4.16 4.16 4.03 3.91 4.02 4.04
3.98 3.9 3.87 3.92 3.9 3.84 3.79 3.74 3.65 2.96 2.98
T2B
Not important at all Not important Normal Somewhat important Very important
Important factors for choosing the cinema - HCMC
2 6
1
1
20 23
2
2 1 2 1 3 1 3 2 2 1 1 1 1 1 1
1 1 1 1 1
36 28
31 29
30 28
28 26
26 24
24 24 24 24
21 21
18 18 17
14 10 8 8
32 36
53 49
49 54
51 60 62
57 48
52 61
56 52 52
47 51 55
51 59 65
58
10 7
14 19 20
16 20
11 10
16 26
22 14
19 26 26
34 30 27
34 30
26 33
N = 100
• There are many cinema system in HCMC. Thus, consumers in HCMC have many choices on choosing a cinema for their entertainment. Beside the quality needs on the sound & image, consumers in HCMC also consider the location of cinema. It should be near their home & convenient for traveling.
T2B
Have many excited films The sound system is real and lively
High quality images Comfortable seats
Have many promotion campaigns The rooms are clean and well-aired
It’s near my home The staffs are enthusiastic & thoughtful
The rooms are large and have many seats
Have many time slots for watching films There are many rooms with different size
Have many “blockbuster” films The rooms are equipped 3D technology
There are enclosed entertainment service
It’s located at central area There are many good songs while waiting time
It’s located in shopping center Food & beverage in service area are good
Parking-lot is big & equipped roof There are many games for playing while waiting
Have many kinds of food & beverage in service area There are equipped small rooms, limit the no. of seats
The cinema system is located many areas in the city
91% 91% 89% 85% 82% 81% 81% 78% 78% 75% 75% 74% 74% 73% 72% 71% 71% 70% 69% 68% 67% 43% 42%
Means 4.23 4.16 4.18 4.18 4.08 4.1 4.14 4.03 4.03 3.93 3.88 3.94 3.98 3.86 3.79 3.79 3.9 3.84 3.88 3.83 3.79 3.15 3.28
Not important at all Not important Normal Somewhat important Very important
Important factors for choosing the cinema – Ha Noi
9 8
1
40 43
14
2 1
2 1
1
1
28 25
19 20
17 16 13 13
15 12 12 12 10 11 9
10 9
5 3 2 1
18 14
44 59
43 51
58 50
64 56
45 46
66 42
59 33 37
60 68
36 26
49 34
5 10
23 19
39 33
27 35
21 32
43 42
23 47
31 57 54
35 29
62 73
51 66
N = 100
HN T2B
The sound system is real and lively
High quality images
Have many excited films Comfortable seats
The rooms are clean and well-aired The rooms are large & have many seats The rooms are equipped 3D technology
Have many “blockbuster” films There are many rooms with different size
Have many promotion campaigns There are many good songs while waiting time
Have many time slots for watching film Food & beverage in service area are good
Have many kinds of food & beverage in service area There are enclosed entertainment service
It’s near my home It’s located in shopping center
Have many games for playing while waiting time The staffs are enthusiastic & thoughtful
It’s located at central area Parking-lot is big and equipped roof
There are equipped small rooms, limit the no. of seats The cinema system is located many areas in the city
Means 4.66 4.51 4.72 4.6 4.26 4.3 4.45 4.47 4.2 4.36 4.11 4.3 4.31 4.2 4.06 4.17 4.1 4.17 4.2 3.95 3.76 2.75 2.7
100% 100% 99% 98% 97% 95% 91% 90% 90% 89% 89% 88% 88% 88% 85% 85% 85% 84% 82% 78% 67% 24% 23%
Not important at all Not important Normal Somewhat important Very important
• Similar to HCMC. The important factors for choosing the cinema in Hanoi are the same HCMC. Those reasons are met with the reasons that’s why they choose the Megastar Vincom.
Important factors when choosing the cinema – Da Nang
2 3
8 8
6
2
2
1
1
31 29
12 10
7 10 7
5 7
8 5 4 3 4 3 6 6
4 4 4 6
2 1
43 35
40 41
41 29 29
33 27 28
29 29 29 28
28 22 21
21 21 21 18
20 21
17 32
32 34
36 50 54
48 48
43 43
53 51
42 52 60
38 41
46 43
38 44
52
7 1
8 7
10 11
8 14
16 21
23 14
16 26
17 12
34 34
29 32
38 34
26
N = 100
DN T2B
Have many promotion campaigns
High quality images
Have many “blockbuster” films
The rooms are equipped 3D technology
Have many excited films Comfortable seats
The sound system is real and lively
The rooms are clean and well-aired
There are many good songs while waiting time
The staffs are enthusiastic and thoughtful
Food & beverage in service area are good
The rooms are large and have many seats Have many time slots for watching film
Have many kinds of food & beverage in service area
There are enclosed entertainment service
Have many games for playing while waiting time
Parking-lot is big and equipped roof There are many rooms with different size
It’s located in shopping center
It’s near my home
It’s is located at central area
There are equipped small rooms, limit no. of seats The cinema system is located many areas in the city
78% 78% 76% 75% 75% 75% 72% 72% 69% 68% 67% 67% 66% 64% 64% 62% 62% 61% 46% 41% 40% 33% 24%
Means 4.03 4.1 4.08 4.03
4 4.05 3.98 3.78 3.83 3.9 3.78 3.77 3.84 3.77 3.69 3.71 3.59 3.62 3.37 3.22 3.2 2.99 2.96
Not important at all Not important Normal Somewhat important Very important
• The demand for choosing the cinema of consumers in Danang is not as strict as consumers in HCMC & Hanoi. The promotion is one of the most important factor to them. The rest are the same with other cities.
Price acceptance to purchase a ticket of 2D movie
84
39
12 10
13
34
16 8
3
25
52
33
2
20
49
Probably purchase ticket once per weekor more than
Probably purchase ticket 1-3times/month
Probably purchase ticket 2-3 months/time or less than
Definitely not purchase the ticket
120,000 VND
100,000 VND
60,000 VND
35,000 VND
THE PRICE FOR 1 TICKET - 2D
TOTAL
Base on all respondents N = 300
• In general, most of consumers are willing to pay 60,000 VND for a ticket of 2D movies. • There are no significant difference across the areas.
Price acceptance to purchase a ticket of 3D movie
76
33
14 12
18
35
16 9
6
27
49
32
5
21
47
Probably purchase ticket once per weekor more than
Probably purchase ticket 1-3times/month
Probably purchase ticket 2-3 months/time or less than
Definitely not purchase the ticket
150,000 VND
120,000 VND
100,000 VND
80,000 VND THE PRICE FOR 1 TICKET-3D
TOTAL
• Regarding 3D movies, most of consumers are willing to pay more than the usual price to purchase the ticket. The
average price is around 100,000 VND/ ticket. And the frequency of watching is at least once per month (70%). • There are no significant difference between these areas.
Base on all respondents N = 300
Favorite type of films
23
35
39
39
48
58
67
21
43
38
42
44
60
70
17
29
36
48
50
54
70
30
34
42
28
52
57
64
N=300 N=100 N=100 N=100
Action
Comedy
Romance
Martial-arts
Science fiction
Horror
Animate/ Cartoon
• Action, comedy and romantic film are 3 types of film that consumers prefer. That is one of reasons if there is any film
that is combined those 3 factors, it will get the high appreciation from audiences.
TOTAL HCMC HN DN
Base on all respondents
Favorite type of compilation
26 36
27 15
33 23
49
26
41 41 24
59
Dubbing
Voice-over
Subtitle
N=300 N=100 N=100 N=100
• In general, “dubbing” is the type of compilation that consumers like the most (HCMC & DN).
• On the contrary, most of consumers in Hanoi prefer “voice-over”. It is demonstrated that most of “voice-over” films
are done by voice of North people. Hence, the voice is easy to listen & familiar with them.
TOTAL HCMC HN DN
Base on all respondents
Favorite Actor/Actress
Base on all respondents N = 300
Foreigner Actor/Actress
Vietnamese Actor/Actress
ADVERTISING AT CINEMA
Types of advertising at cinema
Ads on outdoor billboards
Ads on panoramic screen
Ads on banner at the counter
Ads on leaflet
Poster/ Banner inside the cinema
LCD monitor at the waiting area
POSM
N= 300 N= 100 N= 100 N= 100
27
28
36
40
44
56
69
17
20
21
26
40
55
63
38
18
25
52
33
56
64
27
46
62
42
58
57
79
TOTAL HCMC HN DN
Base on all respondents
• At cinema, consumers often remember outdoor advertising such as banner/ poster/ billboards & ads on panoramic screen. Next is ads on banner at the counter. Those are good places that consumers are easy to aware & remember the advertising.
• There is no significant difference between these areas.
Advertising awareness at cinema
Spontaneous Aided
10
16
17
24
30
26
43
49
4
7
8
16
17
17
31
36
N= 300 N= 100 N= 100 N= 100 20
38
34
40
54
37
74
72
7
9
15
25
23
22
51
47
3
2
3
8
8
14
12
33
3
2
3
4
6
13
6
23
8
9
15
23
28
28
44
42
3
9
5
19
23
17
36
34 Pepsi
Coca-cola
Heneiken
Greentea O0
Dr. Thanh
Sting
V-fresh
Tiger
TOTAL HCMC HN DN
• Regarding advertising awareness at cinema, most of consumers remember brands of beverage. Pepsi & Coco-cola are
two brands that consumers could recall the brands as the most. Because these brands are in a favorable position at
the service and counter areas in the cinema.
• The rate of advertising awareness of HCMC consumers is higher than 2 other areas.
Base on all respondents
Assessment on advertising at cinema
3
14
9
1
1
1
1
34
22
28
16
13
13
4
8
41
40
36
46
39
39
43
33
21
23
25
32
40
43
46
52
1
2
2
5
7
5
7
6
Definitely disagree Disagree Normal Agree Definitely agree
Base on all respondents N=300
Top 2 boxes
58%
53%
48%
47%
37%
27%
25%
22%
Means
3.56
3.54
3.37
3.39
3.25
2.83
2.76
2.84
TOTAL
• Assessment on advertising at cinema, we found that: Advertising at cinema is useful for consumers to update product information/ new services. In addition, the
advertising at cinema is shown on big screen. Hence, the product is more attractive than usual. However, advertising at cinema is not enough persuasible consumers to purchase product for trial. They
just watch advertising as an entertainment moment to shorten the waiting time.
Advertising at cinema supply to me about information of new product/ services
Advertising at large room of cinema make me feel products/ services are advertise more attractive
Advertising at cinema help me kill time while I’m waiting present a film
I want to try using new products/ services/ brands when I am watched advertising at cinema
Advertising at cinema make me feel proud of products/ services that I’m using
I feel boring about advertising at cinema because I saw it at TV/ magazines….very much
Advertising at panoramic screen make me feel waste time
I don’t pay attention to advertising at cinema
Thank you
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