Millennials in Vietnam spend over 15 hours weekly on mobile devices: study

The average millennial in Vietnam spends 2.2 hours a day, equivalent to over 15 hours per week, on their digital handsets, global research consultancy TNS said in a press release on November 19, citing its Connected Life study.

The figure is relatively lower than the global level, which is 3.2 hours a day, or 22.4 hours a week.

Young smartphone users in Vietnam prioritize social over other forms of media, with 53 percent using social media daily – including Facebook, Twitter and others – followed by 41 percent watching online videos, the study said.

The Vietnamese millennials are also likely to adopt mobile payment methods, as six percent of the people in the age group use their phones for online shopping every day.

The group still continues to consume media in traditional ways including TV, radio, newspapers and others, but with much lower frequency than previous generations, according to the study.

Brands across the globe understand the trend and are trying to figure out a way to approach the millennials market through the stated forms of media, TNS said in its study.

However, focusing on the market of young users is considered an expensive distraction as brands can risk losing the older consumers who are changing their pattern of behaviors but with a slower pace, the firm explained.

Vietnamese consumers aged 46 to 65, who spend an average of two hours watching TV and 10 minutes reading newspapers daily, are beginning to use online platforms on a much more regular basis, the study pointed out.

The older age group spends 1.5 hours a day on their mobile devices, of whom 24 percent have access to Facebook every day.

This dual pace in consumer adoption rates is creating a growing ‘digital divide’, leaving many businesses struggling with how they can tailor content for different audiences.

Brands need to address two challenges in order to bridge the gap between the two markets to catch up with all consumers and stay up-to-date in the industry, Joseph Webb, global director of Connected Life, was quoted as saying in the press release.

“Firstly, they need to make sure they are focusing on the content-driven, shareable campaigns that really cut through with this user group,” Webb said.

Businesses should not assume that older consumers can only be targeted through traditional media as more people in this age group are increasingly adapted to new technology, he added.

Connected Life is a leading global study of the digital attitudes and behaviors of 60,500 internet users across 50 countries, which was conducted between May and August 2015.

The study offers essential insights and uncovers new opportunities for marketers to connect with their consumers through media.

TNS is part of Kantar, the data investment management division of WPP and one of the world's largest insight, information and consultancy groups, according to the press release.

It advises clients on specific growth strategies around new market entry, innovation, brand switching and customer strategies, based on long-established expertise and market-leading solutions.