Teen consumer research highlights teens delights
Cimigo’s teens consumer research covered 15 to 19 year olds in both Hanoi and Ho Chi Minh City. Cimigo will show that whilst there’s still a lot of feeling for some of the traditional elements of Tet (e.g. family gatherings and lucky money), teenagers in this demographic want greater independence and freedom.
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Without the pressure of school and studies and a greater exposure to ever increasing influences, teens are telling us that they want to experience more, see more and do more.
“I like to receive lucky money so that I can buy things and hang out and gamble with friends.” 16-year old, Ho Chi Minh City.
Teens relish the time with close family
Cimigo teens consumer research affirms that the most popular aspect of Tet for 15 to 19 year olds in Vietnam is spending more time with family. In daily life, with parents working, siblings studying or doing other activities, family time can be limited. The lunar new year holiday, with family meals and gatherings, means a greater focus on ‘together’ time for everyone. Even teens who want independence and a sense of ‘growing up’ still cherish time spent with their family.
“The party is simple but it’s so warm.” 15-year old Hanoi
Helping out gives teens a chance to demonstrate their maturity
Helping the family with Tet preparations, even though it can be hard work, gives teens a sense of pride in helping their parents. It’s seen as part of the transition to adult life, with added responsibilities, expectations, etc and also gives teens a greater connection with their family along with a change of attitude in how they’re perceived in the family group.
“When we clean the house all the family members have tasks. Parents take the first floor and we take the second floor.” 19-year old, Hanoi.
Tet pay off for teens
There’s a pay-off at Tet. Teens understand that they make a small sacrifice for their family in the days before Tet in order to get the reward of independence during the rest of the holiday. And more and more these days in Vietnam, it’s this independence that teenagers look for in the Tet holidays.
With an ever-increasing range of influences, teens are using Tet to try fresh things, perhaps visit places for the first time or try new activities. There are less restrictions than in the past, and parents are more willing to let the older children (16+ year-olds) get out more. Cimigo found that teenagers who’ve spent many years growing up in cities enjoy visiting rural areas for new experiences, giving them a fresh outlook whilst enjoying a more simple life.
If they’re able to travel then teens tell us they would like to travel long distances to really get a feel of being on holiday, of going somewhere different. So from Saigon, for example, young adults want to get to the beaches of Nha Trang or travel even further north to Qui Nhon and Danang.
Teens take Tet to start afresh
Off course, the holidays are a time to switch off and relax. A time to forget about studies for a while and, for those with important exams ahead, recharge the batteries ready to hit the books when returning to school. During the new year break teenagers don’t want to be reminded of the pressures of studying and passing exams too much so, as well as relaxation, they’re looking for excitement, new adventures and a chance to be themselves.
“Relatives kept asking me about the University I plan to enter and started judging if I can pass”. 18-year old, Hanoi
Lucky money trade offs for teens
Finally, we can’t talk about teenagers and Tet without mentioning lucky money. As you might expect, lucky money is still seen as a big new year tradition for teens in Vietnam. For a lot of them, lucky money at Tet will be the largest sum of cash they receive throughout the year so it can be a tricky decision for some. Go and have fun with friends but miss out on cash if you’re not at home with the family!
TET delights and tensions for Teens
It’s a sign of teenagers’ increasing maturity that they’re becoming more aware of the value and importance of money. The elder teens of today understand better that lucky money is something that can make a difference to their lives; it’s more than just small change for candies and other treats. Used wisely, teens realise that their lucky money can be used for more grown-up activities such as eating out with friends, or even short trips away.
“Last Tet I went out too much with my friends and spent lots of money. This year I’m going to stay at home for the first few days of Tet to get lucky money!” 17-year old, Ho Chi Minh City.
Whilst it’s clear that some teens continue to hold on to the traditional aspects of the lunar new year holiday, lots of teenagers’ view Tet differently. Teenagers today in Vietnam are exposed to so many more influences, and with that comes a feeling of progress and change – much like the country itself in many ways.
As a marketer, you need to adapt your strategies and messages to these changes. Vietnam is developing and so are the lifestyles of its teenagers. Let your communications show that the modern Vietnam teenager expects more opportunities; speak to their sense of freedom and maturity and their desire to move from childhood to adulthood.