Comparative report on lifestyle study in thailand, indonesia and vietnam in 2014

Comparative report on lifestyle
study in Thailand, Indonesia and
Vietnam in 2014
January 2015

Table of content
2
A. Research Design (P.3)
B. Respondent profile (P.4)
C. Key Findings (P.5)
D. Detail Findings (P.7)
E. Conclusions (P.37)

A. Research design
3
Research Method Online research
Fieldwork Period December 2014
Research Area Vietnam, Indonesia, Thailand
Respondent Criteria Male / Female, 18 years old and above
Sample Size
Thailand (n=532)
Indonesia (n=500)
Vietnam (n=600)
Number of Questions 30 Main Questions
Survey Content
General Attitude About Life
Occupation
Shopping Habits
Money & Savings
Leisure & Recreation

4
■Gender
■Married Status
■Age
■Monthly household income
50.0 50.0 50.0
50.0 50.0 50.0
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)
Female
Male
43.0
20.4
48.1
39.1
48.2
42.2
13.7
25.0
8.3
4.1 6.4 1.3
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)
45 years old & above
35 - 44 years old
25 - 34 years old
16 - 24 years old
64.6
40.1
64.3
32.1
58.7
34.5
2.1 0.4 1.0
1.2 0.8 0.2
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)
Other
Divorced
Married
Single
27.4 42.2
14.7
28.6
38.2
41.2
40.2
18.8
42.1
Thailand (n=532) Indonesia (n=500) Vietnam (n=600)
Class C
Class B
Class A
Definition Thailand Indonesia Vietnam
Class A > 50,001 THB > 8.5 mil IDR < 15 mil VND
Class B 24,001 – 35,000 THB 3.5 mil – 8.5 mil IDR 7.5 mil - 15 mil VND
Class C < 24,000 THB 2.5 mil - 3.5 mil IDR < 7.5 mil VND
B. Respondent profile

■General attitude about life
• Although said that their life has been better in year 2014, only 20.5% of Thai respondents & 26.3% of Vietnamese respondents feel satisfied
with their current life, compared to 55.2% of respondents in Indonesia.
• Top satisfied aspects of life in 3 countries are rather different. However, the aspects that surveyed people dissatisfied mostly are quite
similar with Income, Current job / study and Standard of living.
• While surveyed people in Thailand and Indonesia are worried most about Living expense for later in life, the top current concern of
Vietnamese is Food safety. Next, Unemployment and Current living expense are also among top similar concerns in three countries.
■Occupation
• A significant percentage of Thai respondents (45.8%) & Indonesia respondents (48.4%) are satisfied with their current job; while this
percentage is only 27.7% in Vietnam.
• Among job hoppers last year, the percentage of changing once is rather high in Vietnam (27.0%) and Indonesia (20.2%); whereas, in
Thailand, they changed job once (13.7%) or two times (11.8%) within 1 year.
• The top 3 elements for an ideal job among 3 countries are different; yet quite similar for Vietnam and Indonesia as they are highly focus on
comfortable and cheerful colleagues. However, Thailand first top concern is stable income job.
■Shopping Habits
• The majority of Thai respondents are purchasing products for personal use from convenience stores, and purchasing household products
from hypermarkets. Supermarket is key shopping channel of personal products and household products for both Vietnamese & Indonesian.
• Electronic store is the main channel to purchase electronic devices in Vietnam and Indonesia; while mall & hypermarket are more common
places for Thai people to purchase electronic products.
• Clothing is the most popular product category to be purchased online among 3 countries. While Bags/ Accessories, Shoes & Footwear in
turn ranked second in Indonesia and Vietnam, Beauty & Health products is the second top online purchasing products as beauty & health
concern trend has emerged in Thailand.
• Cash is the main payment method among 3 countries for regular shopping. However, in Thailand, paying by Credit card is also popular.
• Payment by ATM / Bank transfer for online shopping is more popular in Indonesia and Vietnam than in Thailand. Due to mobile shopping is
continuously increasing in Thailand, online banking and online wallets play a significant role among payment tools.
5
C. Key findings

■Money & Savings
• The income in 2014 compared to 2013 is mostly perceived as “slightly increase” for all 3 countries; especially for Indonesia and Vietnam.
• Regarding expenditure change, Indonesia has highest percentage of “Slightly increased” with 50.8%, next is Vietnam with 47.7% and
followed by Thailand with 27.8%. For Thailand, the trend of change in expenditure is not very significant, still 24.8% indicated that their
expenditure remained the same as last year.
• While more than half of surveyed Indonesian and Vietnamese are positive about their personal income for the next year, the majority of
Thai respondents (70.5%) are rather negative.
• Although expected for the income to increase in 2015, the majority of Indonesian and Vietnamese respondents, 56.0% and 49.5%
respectively also predict that their expenditure will also increase in the same way. Meanwhile, 42.9% of Thai respondents think that their
expenditure will not change in the next coming year.
• In Thailand and Indonesia, Gasoline is among top items that most of the respondents have to spent more in 2014. Whereas, those in
Vietnam spent more on Food & Beverage (51.3%) and Clothing & Footwear (38.8%).
• Among three countries, only respondents in Thailand spent more on services in 2014; while in Indonesia and Vietnam, expenditure on
services remained the same or reduced.
• Savings account is the most popular place to keep savings in Thailand, with 66.9% and Indonesia, with 64.0%. For Vietnam, respondents are
likely to prefer saving in Cash, with 48.7%.
■Leisure & Recreation
• Top leisure activities at home of respondents are quite similar among three countries with Listening to music and Sleeping / Relaxing.
• Apart from these two activities, the majority of respondents in Thailand love to Play game, while Watching TV is preferred in Indonesia and
Surfing webs for news is favored in Vietnam.
• Go shopping is the most common leisure outdoor activity of Thai respondents, and also including in top three activities of respondents from
Indonesia and Vietnam. For Vietnam, Go to Café/restaurants is the most popular leisure outdoor activities.
• Regarding travelling, most of all respondents across 3 countries traveled within the country last year. Only a small percentage of
respondents in Vietnam traveled abroad (4.7%), compared to 13.0% in Thailand and 14.6% in Indonesia.
6
C. Key findings

7
1. General attitude about life
2. Occupation
3. Shopping Habits
4. Money & Savings
5. Leisure & Recreation
D. Detail findings

Life change compared to 2013
• While the majority of respondents in 3 countries admitted that life in 2014 is somewhat improved, a significant percentage (36.7%) of
respondents in Vietnam also mentioned that life has somewhat been harder than in 2013.
Q1. In 2014, how has your life changed compared to 2013? [SA]
8
12.0
5.2
9.4
36.7
20.6
21.1
6.0
12.4
12.4
42.0
46.0
46.1
3.3
15.8
11.1
Vietnam (n=600)
Indonesia (n=500)
Thailand (n=532)
Much harder Somewhat harder Nothing changes Somewhat improved Much improved
(Unit: %)
Harder Improved
30.5 57.2
25.8 61.8
48.7 45.3

Satisfaction toward current life
• Among 3 countries, Indonesia gains highest level of life satisfaction.
• Although said that their life has been better in year 2014, only 20.5% of Thai respondents & 26.3% of Vietnamese respondents feel
satisfied with their current life, compared to 55.2% of respondents in Indonesia.
Q2. How is your satisfaction toward current life? [SA]
9
9.5
5.0
19.7
37.3
15.2
38.3
26.8
24.6
21.4
25.3
40.2
17.1
1.0
15.0
3.4
Vietnam (n=600)
Indonesia (n=500)
Thailand (n=532)
(Unit: %)
Dissatisfied Satisfied
58.0 20.5
20.2 55.2
46.8 26.3
Totally dissatisfied Somewhat dissatisfied Neither satisfied nor dissatisfied Somewhat satisfied Totally satisfied

Household assets
Health
Religious life
Family life
Neighborhood safety
Social life
Education
Standard of living
Current job / study
Income
Satisfaction toward aspects of current life
• Although top satisfied aspects of life in 3 countries are rather different, the aspects that surveyed people dissatisfied mostly are quite
similar with Income, Current job / study and Standard of living.
• Household assets gain best satisfaction score in Indonesia, while it is among top three dissatisfied aspects in Vietnam.
Q3. Please tell us how satisfied are you with following aspects of current life? [MSA]
10
(Unit: %)
Religious life
Neighborhood safety
Education
Family life
Household assets
Health
Social life
Current job / study
Income
Standard of living
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)
Religious life
Family life
Social life
Education
Health
Neighborhood safety
Standard of living
Household assets
Current job / study
Income

• While surveyed people in Thailand and Indonesia are worried most about Living expense for later in life, the top current concern of
Vietnamese is Food safety.
• Unemployment and Current living expense follows next and are among top similar concerns in three countries.
Married life
Issues in current work
Food safety
Personal health
Personal safety
Family health
Future for children
Current living expenses
Unemployment
Living expenses for later
in life
Anxiety about issues in life
Q4 Please tell us how do you feel about following issues in life? [MSA]
11
(Unit: %)
Married life
Food safety
Personal health
Personal safety
Future for children
Family health
Unemployment
in life
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)
Married life
Personal safety
Personal health
in life
Future for children
Family health
Unemployment
Food safety
Always feel anxious Sometimes feel anxious Neither anxious nor unconcerned Normally do not feel anxious Do not feel anxious at all

• Family, jobs and wealth are key words in top 5 important objectives in life of respondents from Thailand, Indonesia and Vietnam.
• They all want to have a happy family the most in their life. Next, surveyed people in Thailand and Vietnam both care much about
success in career, while those in Indonesia are likely to gain the balance between work and family.
Top five important objectives in life
Q5 Please tell us the top three important objectives in your life? [MA]
12
(Unit: %)
68.5
47.0
33.0
29.3
24.8
Have a happy family
Sucess in the career
Good balance between
work and family
Become wealthy
Do my favourite jobs
56.8
42.5
35.5
30.1
28.9
Have a happy family
work and family
Become wealthy
Do my favourite jobs
59.4
48.8
41.2
36.4
27.0
Have a happy family
work and family
Being a good dad/mom
Help others in need
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)
* Top 5 important objectives in life

E. Detail findings
13
2. Occupation
3. Shopping Habits
4. Money & Savings

• Less than half of the surveyed respondents changed job within past one year in three countries.
• Among job hoppers last year, the percentage of changing once is rather high in Vietnam (27.0%) and Indonesia (20.2%); whereas, in
Thailand, they changed job once (13.7%) or two times (11.8%) within 1 year.
Change job within past one year
Q7. Please tell us how many times did you change job within past one year? [SA] N = 1200
14
(Unit: %)
67.5
13.7 11.8
3.2 3.8
69.0
20.2
7.6
2.2 1.0
63.7
27.0
5.5
3.3
0.5
I did not change the job Once Twice Three times More than three times
Thailand (n=532)
Indonesia (n=500)
Vietnam (n=600)

• A significant percentage of Thai respondents (45.8%) & Indonesia respondents (48.4%) are satisfied with their current job; while this
percentage is only 27.7% in Vietnam.
• Instead, the majority of surveyed Vietnamese (41.0%) are neither satisfied nor dissatisfied with their job.
Satisfaction toward current job
Q8. How is your satisfaction toward current job?[SA]
15
(Unit: %)
7.0
4.6
5.3
24.3
19.0
21.1
41.0
28.0
27.8
24.5
36.8
35.5
3.2
11.6
10.3
Vietnam (n=600)
Indonesia (n=500)
Thailand (n=532)
Dissatisfied Satisfied
26.4 45.8
23.6 48.4
31.3 27.7

The top 3 elements for an ideal job among 3 countries are different; yet quite similar for Vietnam and Indonesia as they are highly focus on
comfortable and cheerful colleagues.
• Thailand: 1) Stable income job; 2) High income job; 3) Near house
• Indonesia: 1) Comfortable, cheerful colleagues; 2) Be able to use expertise/skills; 3) High income job
• Vietnam: 1) Comfortable, cheerful colleagues; 2) High income job; 3) Stable income job
Ideal job
Q9. Please tell us what is called your ideal job? [MA]
16
(Unit: %)
70.5
62.2
59.5
58.3
58.0
53.7
50.2
40.2
37.7
26.0
Comfortable, cheerful colleagues
High income job
Stable income job
Personal ability is aware
Be able to use personal
expertise/skills
High promotion opportunity
Be able to learn new skills
Near house
Airy working space
Be able to manage/make dicisions
over the work
54.5
51.9
50.6
50.2
43.2
35.0
33.5
32.5
32.5
26.7
Stable income job
High income job
Near house
Airy working space
High promotion opportunity
over the work
expertise/skills
67.0
52.6
52.4
45.0
41.6
41.2
39.4
37.2
37.0
34.8
expertise/skills
High income job
Stable income job
Near house
Challenging works
over the work
Not working over time
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)
* Top 10 elements for an ideal job

E. Detail findings
17
2. Occupation
3. Shopping Habits
4. Money & Savings

Shopping place – Thailand
• Thai respondents mostly purchased products for personal use at convenience store (23.7%), and hypermarket (20.5%), while they
often visit hypermarket (30.6%) for household use products.
• For electronic appliances or devices, Mall has taken place of traditional Electronic store to become the most popular shopping place.
Q11. Where do you often purchase products for personal use and household use the most? [MSA]
18
(Unit: %)
Thailand (n=532)
23.7
20.5
10.9
7.9
7.5
Convenience store
Hypermarket
Mall
Wet market
Grocery store
Personaluse
25.2
15.8
15.6
10.7
7.0
Mall
Hypermarket
Electronic store
E-commerce
Shop
Pesonaluse
30.6
15.2
10.0
8.8
7.3
Hypermarket
Convenience store
Mall
Wet market
Supermarket
Householduse
32.3
18.6
8.5
6.6
6.4
Mall
Hypermarket
Shop
Convenience store
E-commerce
Householduse
Top 5 shopping places for personal use & household use products Top 5 shopping places for Electronic appliances / devices

Shopping place – Indonesia
• Supermarket is the most popular place to buy products for both personal and household use in Indonesia, with 21.6% and 25.8%
respectively.
• The second popular place for personal use products is Convenience store (20.5%), whereas for household is Wet market (16.4%).
• In Indonesia, Electronic store is still the key purchasing channel for electronic appliances or devices.
19
(Unit: %)
Indonesia (n=500)
21.6
16.8
12.0
10.8
10.6
Supermarket
Convenience store
Shop
Hypermarket
Mall
Personaluse
41.6
12.8
11.0
8.0
7.8
Electronic store
Mall
Hypermarket
Supermarket
E-commerce
Pesonaluse
25.8
16.4
15.2
9.2
9.2
Supermarket
Wet market
Hypermarket
Mall
Convenience store
Householduse
51.2
12.6
10.0
7.4
4.6
Electronic store
Mall
Hypermarket
Supermarket
Grocery store
Householduse

Shopping place – Vietnam
• The majority of Vietnamese respondents purchase their personal use products from Supermarket (23.8%) & Grocery store (20.5%).
• For household use products, apart from Supermarket (36.2%), they also purchase via Wet market (18.2%).
• Electronic store is still the key channel to purchase electronic appliances and devices as in Indonesia.
20
(Unit: %)
Vietnam (n=600)
23.8
20.5
13.3
11.2
10.5
Supermarket
Grocery store
Street stall
Wet market
Shop
Personaluse
31.5
19.0
15.2
9.8
5.8
Electronic store
Mall
Supermarket
Shop
E-commerce
Pesonaluse
36.2
18.2
12.0
9.3
9.3
Supermarket
Wet market
Grocery store
Shop
Mall
Householduse
36.2
24.0
10.3
9.3
6.3
Electronic store
Mall
Hypermarket
Supermarket
Shop
Household

• Clothing is the most popular product category to be purchased online among 3 countries.
• While Bags/ Accessories, Shoes & Footwear in turn ranked second in Indonesia and Vietnam, Beauty & Health products gain second
most concern in Thailand due to emerging trend.
Online purchasing products
Q12. Please tell us which payment methods do you often use when purchasing for goods? [MSA]
21
(Unit: %)
56.5
37.3
29.5
25.8
25.5
Clothing
Shoes & Footwear
Bags & Accessories
Beauty & Health
Entertainment, Dining &
Travel service
37.2
34.6
22.4
20.7
20.3
Clothing
Beauty & Health
Shoes &
Footwear
Bags &
Accessories
Mobiles &
Tablets
28.0
30.8
32.6
37.2
52.8
Mobiles & Tablets
Shoes & Footwear
Beauty & Health
Bags & Accessories
Clothing
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)
* Top 5 categories of products that are purchasing online

11.3
8.8
8.0
48.4
55.4
24.0
17.8
23.4
35.0
7.6
1.0
32.0
9.7
11.4
1.0
Vietnam
(n=600)
Indonesia
(n=500)
Thailand
(n=532)
I do not buy goods this way
ATM/Bank transfer
Online banking
Online wallets
Credit card
Others
• Cash is the main payment method among 3 countries for regular shopping. However, in Thailand, paying by Credit card is also popular.
• Payment by ATM / Bank transfer for online shopping is more popular in Indonesia and Vietnam than in Thailand. Due to mobile
shopping is continuously increasing in Thailand, online banking and online wallets play a significant role among payment tools.
Payment method
Q12. Please tell us which payment methods do you often use when purchasing for goods? [MSA]
22
(Unit: %)
1.2
1.0
3.0
92.0
72.4
56.0
2.2
16.8
16.0
2.3
9.8
25.0
Vietnam
(n=600)
Indonesia
(n=500)
Thailand
(n=532)
I do not buy goods this way
Cash
ATM/Bank transfer
Credit card
Others
For regular shopping For online shopping
*COD (Cash on delivery) is not included

E. Detail findings
23
2. Occupation
3. Shopping Habits
4. Money & Savings

• The income in 2014 compared to 2013 is mostly perceived as “slightly increase” for all 3 countries; especially for Indonesia and
Vietnam.
• 26.5% of the Thai respondents also indicated that their income has been significant increased. This can be explained since the
government made a big point of increasing the minimum wage to about 300 baht per day and has increased the wage rate to new
graduate in the last year.
Change of Income compared to 2013
Q14. Please tell us how does your income and expenditure change compared to 2013?[MSA]
24
(Unit: %)
Significantly decrease 7.3 4.6 8.8
Slightly decrease 13.3 13.2 18.8
No change 16.7 14 17.2
Slightly increase 34.4 55.6 45.2
Significantly increase 26.5 11.4 9.3
I don't know 1.7 1.2 0.7

• Regarding expenditure change, Indonesia has highest percentage of “Slightly increased” with 50.8%, next is Vietnam with 47.7% and
followed by Thailand with 27.8%.
• For Thailand, the trend of change in expenditure is not very significant, still 24.8% indicated that their expenditure remained the same
as last year.
Change of Expenditure compared to 2013
Q15. Please tell us how does your income and expenditure change compared to 2013?[MSA]
25
(Unit: %)
No change 24.8 14.8 12.7
I don't know 1.5 1.0 0.3

• While more than half of surveyed Indonesian and Vietnamese are positive about their personal income for the next year, the majority
of Thai respondents (70.5%) are rather negative.
• In detail, the ongoing unstable political situation in Thailand has caused such negative prediction, despite the actual increase in
personal income in 2014 compared to 2013.
Expectation of Income for 2015
Q16. Please tell us your prediction about personal income within next one year? [MSA]
26
(Unit: %)
No change 5.6 13.4 17.7
I don't know 15.6 4.0 1.7

• Although expected for the income to increase in 2015, the majority of Indonesian and Vietnamese respondents, 56.0% and 49.5%
respectively also predict that their expenditure will also increase in the same way.
• Meanwhile, 42.9% of Thai respondents think that their expenditure will not change in the next coming year.
Expectation of Expenditure for 2015
Q16. Please tell us your prediction about personal expenditure within next one year? [MSA]
27
(Unit: %)
No change 42.9 14.2 17.5
I don't know 20.3 3.8 2.2

• The majority of respondents among 3 countries said that price of products has “slightly increased” in 2014.
• For Indonesia and Thailand, 27.3% and 29.2% of the respondents respectively also stated that the price has “Significantly increased”.
Change in price of products compared to 2013
Q17. Please tell us the change in price of products you have bought in the IV quarter of 2014 compared to 2013? [SA]
28
(Unit: %)
No change / No idea 9.2 5.8 14.8
I don't know 1.3 0.4 1.3

• In Thailand and Indonesia, Gasoline is among top items that most of the respondents have to spent more in 2014.
• Beside Gasoline, respondents in Thailand enhanced their spending on Food & Beverage (57.9%), Vehicle & Parts ( 54.9%) and Other
energy goods (54.1%); respondents in Indonesia also spent more on Other energy goods (50.2%) and Vehicle & Parts ( 47.0 %).
Whereas, those in Vietnam spent more on Food & Beverage (51.3%) and Clothing & Footwear (38.8%).
64.6
50.2
47.0
40.0
31.6
29.6
19.6
23.8
36.4
41.0
42.6
37.4
48.2
55.8
11.6
13.4
12.0
17.4
31.0
22.2
24.6
Gasoline
Other energy goods
Motor vehicles and parts
Food and beverages
Recreational goods and
vehicles
Clothing and footwear
Furnishings and durable
household equipment
Change in expenditure items compared to 2013 – Goods
Q18. Please tell us the change in following expenditure items compared to 2013? [MSA]
29
(Unit: %)
57.9
55.3
54.9
54.1
45.5
44.0
43.6
31.8
31.2
35.5
34.4
38.3
34.4
42.7
10.3
13.5
9.6
11.5
16.2
21.6
13.7
Food and beverages
Gasoline
Other energy goods
vehicles
household equipment
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)
51.3
38.8
34.5
32.3
26.8
24.7
24.0
40.2
37.2
46.8
39.5
50.8
52.2
56.7
8.5
24.0
18.7
28.2
22.3
23.2
19.3
Food and beverages
Gasoline
vehicles
Other energy goods
household equipment
Enhance spending Keep spending constant Cut back spending

• Among three countries, only respondents in Thailand spent more on services in 2014. In particular, they enhanced spending on Food
services and accommodations (53.8%), Tourism and hospitality (47.2%), and Recreational services (45.3%).
• In Indonesia, expenditure on services remained the same or reduced, specially Travel with 36.8%. In Vietnam, beside Travel with 50.0%,
people also tend to cut back on Eating out, with 42.5%.
41.4
37.2
32.8
31.6
29.8
49.6
43.0
38.4
31.6
52.6
9.0
19.8
28.8
36.8
17.6
Health care
Food services and
accommodations
Recreation services
Tourism and hospitality
Financial services and
insurance
Change in expenditure items compared to 2013 – Service
Q19. Please tell us the change in following expenditure items compared to 2013? [MSA]
30
(Unit: %)
53.8
47.2
45.3
40.4
39.8
35.2
32.3
38.2
44.0
47.6
11.1
20.5
16.5
15.6
12.6
Food services and
accommodations
Recreation services
insurance
Health care
42.3
29.8
26.8
14.0
13.5
47.7
39.8
30.7
36.0
60.2
10.0
30.3
42.5
50.0
26.3
Health care
Recreation services
Food services and
accommodations
insurance
Enhance spending Keep spending constant Cut back spending
Thailand
(n=532)
Indonesia
(n=500)
Vietnam
(n=600)

• Most respondents in three countries put around under 30% of their usual monthly income on saving.
Percentile of savings on usual monthly income
Q20. Please tell us the percentile of usual monthly income that you put on savings? [SA]
31
(Unit: %)
0 - 29% 59.0 54.2 58.8
30% - 49% 24.6 35.0 26.8
50% - 69% 8.8 5.8 8.0
70% - 89% 1.7 1.6 1.5
90% - 100% 0.9 0.4 0.2
Refusal 4.9 3.0 4.7

• Savings account is the most popular place to keep savings in Thailand, with 66.9% and Indonesia, with 64.0%.
• For Vietnam, respondents are likely to prefer saving in Cash, with 48.7% and then is Savings account, with 42.7%.
Savings or investment products types
Q21. Please tell us which of the following types of savings or investment products do you currently have? [MA]
32
(Unit: %)
48.7
42.7
29.8
19.7
15.2
4.8
4.5
4.5
3.2
4.5
3.5
5.0
Cash
Savings account
Current account in a bank
Gold
Insurance/Life insurance
Property/House
Stocks/shares/bonds/investment
trusts/unit trusts
Lending (loans)
Foreign currency
Other types of saving/investment
products
No savings or investments
Refusal
66.9
32.9
23.1
16.4
15.8
13.7
11.7
5.5
5.3
3.2
3.4
Savings account
Cash
Gold
trusts/unit trusts
Property/House
Other types of saving/ investment
products
Foreign Currency
Refusal
64.0
59.2
47.0
38.6
32.2
25.0
14.0
12.2
8.2
6.0
1.6
3.0
Savings account
Cash
Gold
Other types of saving/investment
products
Property/House
Lending (loans)
trusts/unit trusts
Foreign currency
Refusal

E. Detail findings
33
2. Occupation
3. Shopping Habits
4. Money & Savings

• Top leisure activities at home of respondents are quite similar among three countries with Listening to music and Sleeping / Relaxing.
• Beside these two activities, the majority of respondents in Thailand love to Play game, while Watching TV is preferred in Indonesia and
Surfing webs for news is most popular in Vietnam.
Leisure activities at home
Q22. Please tell us your regular leisure activities at home? [MA]
34
(Unit: %)
74.7
70.8
68.3
66.7
63.2
59.2
50.0
48.5
47.2
32.5
Surfing webs for news
*Listening to music
**Sleeping / Relaxing
Watching films, entertainment
programs
Watching TV
Updating SNS
Reading books / stories
Playing games
Cleaning / decorating house
Exercising
68.2
60.7
59.8
56.2
53.4
48.3
39.3
35.5
33.1
27.6
*Listening to music
Playing games
Watching TV
programs
Updating SNS
Exercising
75.2
74.2
64.6
64.6
60.4
50.0
47.8
47.4
37.4
35.6
Watching TV
*Listening to music
programs
Playing games
Updating SNS
Cooking / Baking
* Top 10 leisure activities at home

• Go shopping is the most common leisure outdoor activity of Thai respondents, and also including in top three activities of respondents
from Indonesia and Vietnam. For Vietnam, Go to Café/restaurants is the most common leisure outdoor activities.
• Besides, respondents in Indonesia and Vietnam enjoy Riding around the city more than Go shopping.
Leisure outdoor activities
Q23. Please tell us your regular leisure activities outside? [MA]
35
(Unit: %)
74.3
55.5
54.5
49.3
38.0
35.8
33.3
22.8
15.5
12.3
Go to café/restaurants
Riding around
*Go shopping
Visit parks/theme parks/game
centers
Visit cinema
Play sports
Karaoke
Take photograph
Join clubs, voluntary activities
Go swimming
56.6
51.7
36.3
35.0
27.1
25.0
19.4
18.6
17.7
10.3
*Go shopping
Visit cinema
Visit parks/theme parks/game
centers
Play sports
Take photograph
Karaoke
Riding around
Go swimming
Join clubs, voluntary activities
71.4
68.8
41.8
38.6
29.6
25.4
22.4
15.8
6.2
3.0
Riding around
*Go shopping
Play sports
Visit cinema
Take photograph
Go swimming
Karaoke
Go climbing
Go camping
* Top 10 leisure outdoor activities

• Most of all respondents across 3 countries traveled within the country last year.
• Only a small percentage of respondents in Vietnam traveled abroad (4.7%), compared to 13.0% in Thailand and 14.6% in Indonesia.
Travel activities
Q24. Please tell us whether you traveled within past one year? [MA]
36
(Unit: %)
I did not travel within past 1 year 21.6 17.0 19.7
Traveled within the country 72.9 79.4 75.7
Traveled abroad 13.0 14.6 4.7

37
Key insights about life and consumption activities of respondents from 3 countries:
■Thailand
• A small percentage of Thai respondents feel satisfied with their current life; and Income, Current job/study, Standard of living are what
people most dissatisfied with. Although the income has increased last year, people are rather negative about income in next coming
year due to the ongoing unstable political situation in Thailand.
• Expenditure in Thailand is on a stable trend, with people enhance their spending on most of goods and service categories. They often
visit Convenient store for personal use products, but come to Hypermarket for Household products. Beside Cash, Credit card is
gradually becoming popular payment tool. Due to the continuous growth of mobile shopping in Thailand, online banking and online
wallets also play a significant role among payment tools for online shopping. Beauty & Health products is second top online purchasing
products as beauty & health concern trend has emerged in Thailand.
■Indonesia
• Among three countries, Indonesia gains highest level of life satisfaction, and what people satisfied most are Religious life and Family
life. Similar to Thailand, top 3 worries in Indonesia are Living expense for later in life, Unemployment and Current living expense. In
2014, there has been an increase in both income and expenditure. Due to the increase in products price, people have to spent more on
Gasoline, Other energy goods and tend to cut back spending on Travel and Recreation services.
• Supermarket is the most popular place to buy products for both personal and household use in Indonesia. The same as in Vietnam,
people use cash for regular shopping, and ATM / Bank transfer for online shopping.
■Vietnam
• A small percentage of Vietnamese respondents feel satisfied with their current life; and Income, Current job/study, Household assets
are what people most dissatisfied with. In 2014, Food safety is the top worry of Vietnamese and due to the increase in products price,
people tend to cut back spending on Travel and Eating out. The majority also predict that their expenditure will also increase in 2015,
along with the increase in their income.
• Supermarket is the key channel to shop for both personal and household products in Vietnam. Cash is common for daily shopping, and
ATM / Bank transfer is the most popular payment method for online shopping.
E. Conclusion

FOR FURTHER INQUIRIES, PLEASE CONTACT:
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Japan： Tel: +81 (0) 3-5421-7925
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Email : info@wsgroup-asia.com
The copyright of this report belongs to W&S Holdings Joint Stock Company.

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