study_id126887_mobile-banking-users-in-vietnam.pdf

Target Audience: Mobile banking users in Vietnam

1. Target audience: Mobile banking
users in Vietnam
August 2023
CONSUMERS& BRANDS
Consumer Insights

2. Report overview Consumer Insights Global methodology
(1)
Design: Online Survey, split questionnaire design
Duration: approx. 15 minutes
Language: official language(s) of each country with
American English offered as an alternative
Region: 56 countries
Number of respondents:
•12,000+ for countries with the extended survey
•2,000+ for the basic survey
Sample: Internet users, aged 18 –64, quotas set on
gender and age
Fieldwork:
•Continuous from January to December
•Countries that receive the basic survey are updated
every year
2
Introduction
Statista Consumer Insights Target Audience Report
Notes: (1): See the full methodologyfor a detailed overview of the study design
Sources:Statista Consumer Insights Globalas of
This report analyses consumers that answered ’’Mobile
(smartphone / tablet)’’ to the multi-pick question ’’How
do you process your banking matters with the bank
that you primarily use (e.g. transactions)?’’.
The report offers the reader a comprehensive
overview of mobile banking users in Vietnam: who
they are; what they like; what they think; and how to
reach them. It provides insights on their
demographics, lifestyle, opinions, and marketing
touchpoints. Additionally, the report allows the reader
to benchmark mobile banking users in Vietnam
(’’target audience’’) against the average Vietnamese
onliner, labelled as’’all respondents’’in thecharts.
The report is updated quarterly and is based on data
from the Statista Consumer Insights Global survey.
August 2023

3. Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints
3
Management summary: key insights
Mobile banking users in Vietnam
Sources:
27% of mobile banking users are part of
Generation X.
51% of mobile banking users are male.
38% of mobile banking users have a
high annual household income.
44% of mobile banking users live in a
megacity with over 5 million inhabitants.
An honest and respectable life is an
important aspect of life for 33% of
mobile banking users.
Science and technology are relatively
prevalent interests of mobile banking
users.
Mobile banking users are more likely to
have outdoor activities as a hobby than
the average consumer
51% of mobile banking users state that
if the service is good, they are happy to
pay extra fees.
A relatively high share of mobile
banking users think that climate change
is an issue that needs to be addressed.
Mobile banking users reflect the general
political landscape.
Mobile banking users relatively
frequently consume all types of media.
On social media, mobile banking users
interact with companies more often
than the average onliner.
Mobile banking users remember seeing
ads on TV more often than the average
consumer.
Mobile banking users remember seeing
ads on video streaming services more
often than the average consumer.
Statista Consumer Insights Globalas ofAugust 2023

4. Demographic profile
CHAPTER 01
•Life stages
•Gender
•Education
•Income
•Household classification
•Type of community

5. Age of consumers in Vietnam
5
Demographic profile: life stages
27% of mobile banking users are part of Generation X
Notes: ’’How old are you?’’; Single Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile banking users, n=2096 all respondents
Sources:
24%
27%
46%
44%
27%
25%
4%
4%
Target audience
All respondents
Generation Z Millennials Baby BoomersGeneration X
Statista Consumer Insights Globalas ofAugust 2023

6. 51%
50%
49%
50%
Target audience
All respondents
Male Female
Gender of consumers in Vietnam
6
Demographic profile: gender
51% of mobile banking users are male
Notes: ’’What is your gender?’’; Single Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile banking users, n=2096 all respondents
Sources:Statista Consumer Insights Globalas ofAugust 2023

7. Consumer’s level of education in Vietnam
7
Demographic profile: education
87% of mobile banking users have a college degree
Notes: ’’What is the highest level of education you have completed?’’; Single Pick; How do you process your banking matters with thebank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile banking users,
n=2096 all respondents
Sources:
Doctoral degree
or equivalent
11%
Bachelor degree
or equivalent
Further
education
(permission to
go to university)
No formal
education /
primary school
0%
Secondary
education
Technical /
vocational
education
Master degree
or equivalent
0% 2% 2%
9%
3% 4%
82%
77%
4% 5%
0% 1%
All respondentsTarget audience
Statista Consumer Insights Globalas ofAugust 2023

8. 38%
35%
36%
34%
26%
31%
Target audience
All respondents
High LowMiddle
Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross income
8
Demographic profile: income
38% of mobile banking users have a high annual household income
Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; How do you process your banking matters with the bank that
you primarily use (e.g. transactions)?; Multi Pick; Base: n=704 mobile banking users, n=1902 all respondents
Sources:Statista Consumer Insights Globalas ofAugust 2023

9. Type of households in which consumers in Vietnam live​
9
Demographic profile: household classification
Many mobile banking users live in a nuclear family
Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?;
Multi Pick; Base: n=756 mobile banking users, n=2096 all respondents
Sources:
Other
household types
Two or more
related adults
Single parent
household
Single household Couple
household
2%
Nuclear family
2%
Multi-
generational
family
16%
3%
4%4%
2%
54%
50%
22%22%
18%
1% 2%
Target audience All respondents
Statista Consumer Insights Globalas ofAugust 2023

10. Communities where consumers live in Vietnam
10
Demographic profile: type of community
44% of mobile banking users live in a megacity with over 5 million inhabitants
Notes: ’’In what type of community do you live?’’; Single Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile banking users, n=2096 all respondents
Sources:
44%
24%
City with over 1
million inhabitants
4%
Rural community Large citySmall town Medium-sized town
2% 3%
20%
5%
6% 6%
23% 22%
Megacity with over 5
million inhabitants
42%
All respondentsTarget audience
Statista Consumer Insights Globalas ofAugust 2023

11. Consumer lifestyle
CHAPTER 02
•Life values
•Main interests
•Hobbies & leisure activities

12. 12
Consumer lifestyle: life values
An honest and respectable life is an important aspect of life for 33% of mobile
banking users
Most important aspects of life for consumers in Vietnam
Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi
Pick; Base: n=756 mobile banking users, n=2096 all respondents
Sources:
An honest
and
respectable
life
Having a
good time
27%
To be
successful
Social
justice
Advancing
my career
Making
my own
decisions
33%
A happy
relationship
Learning
new things
Safety and
security
36%
Traditions
25%
46%46% 46%
29%
46%
36%
31% 31%
30%
25%
24%
9%
25%25% 25%
7%
Target audience All respondents
Statista Consumer Insights Globalas ofAugust 2023

13. 13
Consumer lifestyle: main interests
Science and technology are relatively prevalent interests of mobile banking
users
Top 10 interests of mobile banking users in Vietnam
Notes: ’’What topics are you personally interested in?’’; Multi Pick; How do you process your banking matters with the bank that youprimarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile banking users, n=2096 all
respondents
Sources:
Travel
40%
Food &
dining
Finance &
economy
Health &
fitness
Science &
technology
Fashion
& beauty
50%
Sports
38%
46%
Family &
parenting
Movies,
TV shows
& music
35%
Career &
education
57%
55%
57%
52%
56%
52%
55%
45%
48%
44%
43%
41% 41%
37%
39%
All respondentsTarget audience
Statista Consumer Insights Globalas ofAugust 2023

14. 14
Consumer lifestyle: hobbies & leisure activities
Mobile banking users are more likely to have outdoor activities as a hobby than
the average consumer
Top 10 hobbies and leisure activities of mobile banking users in Vietnam
Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile banking users, n=2096 all
respondents
Sources:
Traveling Video
gaming
Meditation
& wellness
Tech &
computers
Doing
sports
and fitness
Cooking
/ baking
Cars /
vehicles
Outdoor
activities
28%
30%
Reading Gardening
and plants
55%
50%
41%
54%
41%
48%
50%
43% 44% 44%
30%
39%
31%
43%
37% 37%
32%
35%
Target audience All respondents
Statista Consumer Insights Globalas ofAugust 2023

15. Consumer attitudes
CHAPTER 03
•
•Challenges facing the country
•Politics
15
Consumer attitudes

16. Agreement with statements in Vietnam
16
Consumer attitudes
51% of mobile banking users state that if the service is good, they are happy to
pay extra fees
Notes: ’’Which of these statements apply to you?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile banking users, n=1047 all respondents
Sources:
I could imagine dealing
with my financial
transactions exclusively
via my smartphone
If the service is good,
I’m happy to pay for
account administration
and transactions
49%
I could imagine
dealing with my
financial transactions
exclusively online
I could imagine
consulting a algorithm-
based digital program
(RoboAdvisor) for
advice on insurance
I could imagine getting
all my financial services
from a tech company
such as Google or Apple
25%
51%
45%
43%
46%
41%
29%
26%
25%
Target audience All respondents
Statista Consumer Insights Globalas ofAugust 2023

17. 17
Consumer attitudes: challenges facing the country
A relatively high share of mobile banking users think that climate change is an
issue that needs to be addressed
The 10 most important issues facing Vietnam according to mobile banking users
Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; MultiPick; How do you process your banking matters with the bank that you primarily use (e.g.
transactions)?; Multi Pick; Base: n=756 mobile banking users, n=2096 all respondents
Sources:
Food and
water
security
Rising prices
/ inflation /
cost of living
Economic
situation
Climate
change
23%
Environ-
ment
Unemploy-
ment
Health
and social
security
Education Housing Crime
52%
47%
52%
47%
48%
43%
47%
24%
41%
44%
43%
41%
39%
36%
33% 32%
28%
25% 24%
Target audience All respondents
Statista Consumer Insights Globalas ofAugust 2023

18. Political attitudes of consumers in Vietnam
18
Consumer attitudes: politics
Mobile banking users reflect the general political landscape
Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you placeyourself on a scale from left to right?’’; Single Pick; How do you process your banking matters
with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile banking users, n=2096 all respondents
Sources:
13%
13%
48%
47%
29%
27%
11%
13%
Target audience
All respondents
CenterLeft Right Prefer not to answer
Statista Consumer Insights Globalas ofAugust 2023

19. Marketing touchpoints
CHAPTER 04
•Media usage
•Digital advertising touchpoints
•Internet usage by device
•Social media usage
•Non-digital advertising touchpoints

20. Type of media consumers in Vietnam have been using in the past 4 weeks
20
Marketing touchpoints: media usage
Mobile banking users relatively frequently consume all types of media
Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile banking users, n=2096
all respondents
Sources:Statista Global Consumer Survey as of
Digital music
content
61%
Digital video
content
TV
35%
37%
Online news
websites
86%
PodcastsOnline
magazines
55%
Magazines Radio Daily
newspapers
Weekly
newspapers
86%
Movies /
cinema
80%
19%
80%
72%
67%
64%
57%
62%
55%
41%
37%
27%
33%
32%
16%
27%
Target audience All respondents
August 2023

21. 21
Marketing touchpoints: digital advertising touchpoints
Mobile banking users remember seeing ads on video streaming services more
often than the average consumer
Top 10 places where mobile banking users in Vietnam have come across digital advertising in the past 4 weeks
Notes:’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile
banking users, n= 2096 all respondents
Sources:
Music
portals
Video
portals
Social
media
Websites
and apps
of brands
Search
engines
36%
Video
games
50%
Online
stores
Other appsVideo
streaming
services
Editorial
websites
and apps
68%
62%
57%
53%
45% 45%
40%
43% 42%
37%
38%
29%
31%
37%
32%
35%
32%
31%
Target audience All respondents
Statista Consumer Insights Globalas ofAugust 2023

22. 22
Marketing touchpoints: internet usage by device
Mobile banking users access the internet via a tablet more often than the
average onliner
Devices consumers in Vietnam use regularly to access the internet
Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile
banking users, n=2096 all respondents
Sources:
Smartphone
82%
SmartwatchTabletSmart TVLaptop Desktop PC Gaming
console
Smart
speakers
Streaming
device
56%
98%97%
75%
71%
66%
51%
47%
54%
37%
34%
26%
22%
24%
21%
17%17%
Target audience All respondents
Statista Consumer Insights Globalas ofAugust 2023

23. 23
Marketing touchpoints: social media usage
On social media, mobile banking users interact with companies more often than
the average onliner
Social media activities in Vietnam by type​
Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile
banking users, n=2096 all respondents
Sources:
Followed
people
Commented
on posts
Shared
posts by
other users
Sent private
messages
45%
Posted
pictures
/ videos
Liked posts
by other
users
Liked
company
posts
Followed
companies
62%
Shared
company
posts
Passive social
media usage
No social
media usage
1%
62%
54%
41%
Posted texts
/ status
updates
61%
57%
59%
36%
54%
48%
43%43%
48%
39%
5%
40%
34%
39%
33%
6%
0%
57%
Target audience All respondents
Statista Consumer Insights Globalas ofAugust 2023

24. 24
Marketing touchpoints: non-digital advertising touchpoints
Mobile banking users remember seeing ads on TV more often than the average
consumer
Places where consumers in Vietnam have come across non -digital advertising in the past 4 weeks
Notes:’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; How do you process your banking matters with the bank that you primarily use (e.g. transactions)?; Multi Pick; Base: n=756 mobile
banking users, n=2096 all respondents
Sources:
On the
radio
On TV Directly in
the store
29%
By mailshot /
advertising
mail
On advertising
spaces
on the go
At the movies
/cinema
19%
20%
In printed
magazines
and journals
In printed
daily
newspapers
68%
55%
62%
53%
49%
24%
48%
37%
31%
29%
26%
22%
19%
Target audience All respondents
Statista Consumer Insights Globalas ofAugust 2023

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Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim
and Business Administration (M.Sc.) from the University of Hamburg. He Interned
at the Hamburg Center for Health Economics and Mercedes-Benz USA.
For the Statista Consumer Insights team, he is responsible for concepting reports,
automation design, and is a trusted advisor to clients and stakeholders for the
product.
Jan Gewiese
Senior Research Manager
[email protected]
Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and
Public and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he
interned at TNS Infratest.​
Stefan's current role in the Consumer Insights team at Statista focuses on process design
and report automation, specifically QA processes. Stefan’s expertise also includes Python
and developing the teams AI offer.
26
Authors
Stefan Rau
Research Manager
[email protected]