Target audience: Coffee drinkers in Vietnam

Selected insights on target group: Coffee drinkers in Vietnam

• 37% of coffee drinkers have a medium annual household income
• Social justice has less importance to coffee drinkers than to the average consumer
• Finance and economy are relatively prevalent interests of coffee drinkers
• Coffee drinkers are more likely to have tech and computers as a hobby than the average consumer
• Coffee drinkers remember seeing ads on social media more often than the average consumer

Management summary

• Key insights

• Life stages
• Gender
• Education
• Income
• Household classification
• Type of community

• Life values
• Main interests
• Hobbies & leisure activities

• Attitudes towards digital media
• Challenges facing the country
• Politics

• Digital advertising touchpoints
• Internet usage by device
• Social media usage
• Non-digital advertising touchpoints
• Traditional media usage

Demographic profile

• Age of consumers in Vietnam
• Gender of consumers in Vietnam
• Consumer’s level of education in Vietnam
• Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income
• Type of households in which consumers in Vietnam live
• Communities where consumers live in Vietnam

• Most important aspects of life for consumers in Vietnam
• Top 10 interests of coffee drinkers in Vietnam
• Top 10 hobbies and leisure activities of coffee drinkers in Vietnam

• Agreement with statements in Vietnam
• The 10 most important issues facing Vietnam according to coffee drinkers
• Political attitudes of consumers in Vietnam

• Top 10 places where coffee drinkers in Vietnam have come across digital advertising in the past 4 weeks
• Devices consumers in Vietnam use regularly to access the internet
• Social media activities in Vietnam by type
• Places where consumers in Vietnam have come across non-digital advertising in the past 4 weeks
• Type of media consumers in Vietnam have been using in the past 4 weeks