The document summarizes the results of a market research study conducted in June 2010 in Hanoi and Ho Chi Minh City, Vietnam. The study aimed to identify the most favorite idols of Vietnamese youth aged 22-35 and how these idols influence their behavior and attitudes. Key findings include: [1] Đàm Vĩnh Hưng was identified as the most favorite idol, with high awareness, favorability, and recommendation ratings. [2] Idols were found to most influence youth's fashion style, musical tastes, and spending habits. [3] When seeking information about idols, youth most commonly used online newspapers, television channels, and websites like Google.com.

2. Market Research
June - 2010
HCM city Hanoi
Age group: 22-35
MAIN TOPIC The most favorite Idol
Influence of Idols to the youth’s behavior and attitude

3. About
Viettrack is a monthly research news-letter developed by FTA Research &
Consultant, the representative of ESOMAR in Viet Nam. It is conducted base on a
monthly research. It aims at delivering comment, evaluation and true feeling of
research objects about present time’s economic situation as well as promotion
campaigns or products to producers and marketers. It is expected to help them
understand to offer better service to unsatisfied demand of consumers.
Viettrack is done according to ISO 20252:2006, the international quality standard in
market research and ESOMAR Code of Conduct.
Viettrack June 2010 is conducted on the youth people (22 – 35) who presents 23.5%
(*) of Vietnam's population and has various consuming behavior. This study aims at
finding the most favorite idol and how they influence the youth’s behavior and
attitude. Thus, it will provide marketers the information related to “reference group”
of Vietnamese consumers.
(*) Source: http://www.gso.gov.vn/default_en.aspx?tabid=476&idmid=4&ItemID=1841

4. Who is the most favorite Idol?
Viettrack is done according to ISO 20252:2006

5. Idols’ penetration and profile
%
33 %
Expatriate
3 2 1
67 Vietnamese 5 3
6 45
8
%
22
46 Male
54
Female Singers Actors
Sporters Models
Entrepreneurs Composer
Misses Online
Politicians Scientists
MC
They prefer Vietnamese Male Idols, who are Singers, Actors, Sport
Players and Models.
(Analysing on top 100 idols , from 22-35
y.o, that are the most favorite ).

6. The Idol Index
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
Đàm Vĩnh
5.0 5.1 5.0 4.8 5.1 5.2 5.2 4.8
Hưng
Cẩm Ly 4.4 4.5 4.3 4.3 4.5 4.4 3.6 5.2
Hoài Linh 4.2 5.0 3.5 3.7 4.1 4.6 4.3 4.1
Đan Trường 3.7 3.0 4.4 3.9 3.6 3.7 3.6 3.7
Mỹ Tâm 3.6
3.0 4.2 3.5 3.4 3.8 3.5 3.7
Hồ Ngọc Hà 3.6
3.0 4.2 3.7 3.9 3.3 3.4 3.8
Tăng Thanh
3.3
Hà 2.7 4.0 3.8 3.5 3.0 3.0 3.6
Hồ Chí Minh 3.1
2.0 4.3 3.6 3.0 3.1 3.3 3.0
Minh Hằng 3.1
2.6 3.6 3.0 3.3 2.9 2.7 3.4
Bảo Thy 3.0
2.8 3.2 3.4 3.4 2.5 2.7 3.3
(*) (*) Idol Index is a score (min=0 and max=10) which is Đàm Vĩnh Hưng is the most favorite
measured by Idol awareness, favorite and recommendation
Idol.

7. Idol leverage
Q1a. Which celebrities do you know?
Q1b. In those people who are your favorite ones?
Q1c Which one will you recommend to your friends and family?
%
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
Đàm Vĩnh Hưng 87 88 87 85 89 87 85 89
53 53 54 49 53 55 49 57
11 13 10 9 13 10 11 11
Cẩm Ly 81 78 84 82 81 80 87 75
42 45 39 38 43 43 54 30
10 14 6 10 9 10 15 4
Hoài Linh 76 80 72 73 77 76 76 76
41 52 30 33 49 36 41 41
10 17 3 5 12 11 8 11
Đan Trường 76 63 89 77 74 76 76 76
31 25 36 33 31 28 34 28
4 3 6 6 4 3 3 6
Mỹ Tâm 75 66 85 75 74 75 76
29 76 25 26
22 36 27 32 31
4 2 6 3 3 6 2
6
Hồ Ngọc Hà 85 74 96 89 91 86 83
22 77 26 18
1 16 29 22 19 0 27 1
1 1 0 2 1
Tăng Thanh Hà 71 55 87 76 74 73 69
27 21 32 33 65 28 33 20
2 4 1 3 21 1 3 2
2
Hồ Chí Minh 56 42 71 66 54 57 55
32 17 47 35 53 31 30 33
7 1 12 6 31 5 4 9
9
Minh Hằng 70 72 65
21 59 82 72 27 76 16
17 26 17 68 26
1 18 1 2
2 1 2 1
1
Bảo Thy 74 79 72
14 68 80 81 20 76 9
2 14 15 17 66 3 19 1
4 1 3 7 4
1

8. %
Youth’s searching behavior
Q2a. Where did you get information about your idols?
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
Television - cable channels 77 83 71 74 79 77 79 75
Online newspapers 64 70 59 74 69 55 67 61
Television - traditional channels 59 50 69 59 57 60 56 62
Newspapers 51 57 46 51 49 54 49 54
Magazines 51 53 50 56 51 48 47 56
Friends' recommendation 49 50 49 55 53 42 49 49
Forum online 47 57 38 59 51 38 48 46
Websites (not-newspaper/forum) 40 45 35 48 43 34 40 40
Blog/ Social network 37 37 37 47 35 34 38 36
Ads boards at public places (bus-
33 39 28 33 30 37 33 34
stops, stations, airports, etc.)
Outdoor ads boards 27 32 22 22 22 34 25 29
Cell phones 22 28 16 21 18 25 23 20
Radio 18 18 18 19 17 18 18 17
LCD at buildings/ on bus/ ontaxi 15 20 9 15 16 13 17 12

9. The most often used source
Q2b. Where do you usually search for your idol's information?
Q2c. In case you use internet, which websites you often visit? %
Online newspapers
Television - cable channels
26
33 32
Websites (not-newspaper/forum) 33 33 34
38 37
Internet Television - traditional channels
(n=310)
google.com 59
Magazines
24h.com.vn 59
ngoisao.net 57 27
Forum online 16 20
21
vietnamnet.vn 47 26 22
17 17
nhaccuatui.com 43 Newspapers
6
dantri.com.vn 43
yahoo.com 40 Blog/ Social network 11
11 11
10 12
tuoitre.vn 34 12
16
Friends' recommendation 17
youtube.com 32 11
10 10 12
zing.vn 31 8 9
Radio
vnexpress.net 30 8
4
8 6 5 10
kenh14.vn 30 9 7
Cell phones 7 7
thanhnien.com.vn 21 6 7 6
5 7 7
bongda.com.vn 21 Ads boards at public places (bus- 6 5
5 5 5
bongdaso.com 19 stops, stations, airports, etc.) 4 6 4
3 5 5 3
1 5 3 1 2 3
vietbao.vn 18 LCD at buildings/ on bus/ ontaxi 2 1 2 1 1 1 1
1 1
1 1 2 1 1
1 1 1
1
0 1 1
0 0
0 1
0 1 1 1
0
facebook.com 18
Total HCMC HN 22-24t 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)

10. Concerns
Q3a. What kind of information do you concern when you look for your idol's information?
Q3b. What kind of scandals do you concern? Q16. Do you know any of recent scandals?
Q13c In your opinion, which scandal has the worst affect on idol's image? (N=199) %
(N=400)
Ho Ngoc Ha-pregnant 76
Update information about career 70 Ho Ngoc Ha-married at 16 years old 55
Bao Thy copyright infringement 47
Awards, achievements 57 Thuy Tien and Le Cong Vinh - nude photos 45
Minh Hang-hot sexy pics 43
Personal information (age,hobbies,etc.) 57 Tang Thanh Ha-hot sexy pics 42
Quang Dung and Jenifer Pham - divorce 39
private life stories
(marriage, pregnancy, birth,etc.)
51 Hiệp "ga"-new wife 38
Minh Hang and Tim - sexual relations 37
Scandals, affairs 50 Le Cong Vinh-"prostrated" a referee 36
Thuy Tien-nude photos 34
Event (film festival,music contest,ect.) 40 Trieu Vy-pregnant 32
Britney Spears-going out with non undershirt 30
Social activities 39 Kim Hien-divorce after 2 months of marrying 29
Ho Ngoc Ha-pregnant 18
Ho Ngoc Ha-married at 16 years old 13
Le Cong Vinh-"prostrated" a referee 6
Britney Spears-going out with non undershirt 5
Bao Thy copyright infringement 5
Kim Hien-divorce after 2 months of marrying 4
Thuy Tien-nude photos 3
Thuy Tien and Le Cong Vinh - nude photos 3
Tang Thanh Ha-hot sexy pics 3
Quang Dung and Jenifer Pham - divorce 3
Minh Hang and Tim - sexual relations 3
Trieu Vy-pregnant 2
Minh Hang-hot sexy pics 2 (N=400)

11. How do Idols influence on
the youth’s behavior and attitude?
Viettrack is done according to ISO 20252:2006

12. Idols’ influences %
Q4a Which side of your life does your idol influence on?
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)
38 43
Fashion style… 41 48 34 51 44 32
39 41
Point of view in morals 40 35 45 42 43 37
39 37 40 36 39 34 42
Entertaining type choosing 38
26 34 26 31 31 26 34
Point of view in marriage/family 30
31 30 31 32 27 32 28
Point of view in love 30
28 30 27 31 27 31 26
Point of view in career 29
29 20 31 26 19 23 26
Point of view in friendship 24
26 14 27 21 14 18 21
Fashion brand choosing 20
25 13 21 20 17 19 19
Personal care brand choosing 19
25 11 21 18 15 20 15
Hi-tech brand choosing 18
13 17 15 14 15 14 16
Social activity anticipation 15
11 18 16 11 17 13 16
Point of view in politics 15
9 19 17 12 13 13 15
Point of view in religion/belief 14
17 8 14 16 9 12 13
Talking manner/moving manner 13
17 6 14 11 10 10 12
Daily routine habbits 11
15 4 13 9 8 10 9
Transportation brand choosing… 9
10 9 13 12 6 8 10
Point of view in studying 9

13. Most Influence %
Q4b. Which side of your life does your idol have the most influence on?
Entertaining type choosing
Point of view in morals
17 15
19 18 19 19
Fashion style (clothes, hair, shoes) 21 21
Point of view in career
Point of view in marriage/family 16
14
16 16 16
Social activity anticipation 16
18
16
Personal care brand choosing
Point of view in love 15
14 15 12 15
Fashion brand choosing 24 7
13
Hi-tech brand choosing 7
7 5 7 6
7
Talking manner/moving manner 6 7
6
7 1 8 5 8
Point of view in friendship 3 9
8 4 3
4 3 2 3 2 4
Transportation brand choosing
(bycicle, motorbike, taxi, etc) 4 6 5 6 5 5
6 6
Daily routine habbits 4 3 2 4 3 3
5 4 3
Point of view in studying 3 4 3
1 3 5
3 3 5 3 1
2 1 5 3 2 2
Point of view in politics 3 1 2 1 3
2 2 1 1 1 0 1 2 0
1
1 10 1 2 1 1 2
2 0 3
Point of view in religion/belief 1 2 1 1 1 1 1
0 0
Total HCMC HN 22-24t 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=164) (n=204) (n=196)

14. %
Youth’s reaction toward Idols
Q4c What is your reaction toward your idol?
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=186) (n=204) (n=196)
Buy idol's CD/film
62 68 56 71 57 61 59 65
Watch movies that idol act (in
picute field) 56 58 54 57 53 58 52 60
Go to idol's concert (in music field) 42 40 45 47 41 42 39 45
Join fanclub 22 13 19 18
19 23 14 24
Read idol's books
15 14 16 13 19 12 14 15
Give flowers or presents 15 13 11 12 17 14 13
14
Beg for signatures 14 18 11 18 18 9 15 14
Give comments in topics about
14 18 11 21 16 10 14 15
idols on newspaper/websites
Wear things which have idol's
photos/signature 12 11 13 11 12 11 12 11
Buy products which idol presented
12 8 16 13 13 10 11 13
in their advertisements
Use similar things as idol's ones 11 14 10 11 12
12 9 15
Join activities as idol does 11 11 13 15 9
12 11 13
Write topics telling good things 10 13 10 8 14
11 10 13
about idol
Imitate idol's style (fashion, talking, 9 10 8 9 12 7 10 8
etc.)

15. Advertising awareness and favorite %
Q5a. Do you know these advertisements?
Q5b Which are your favorite advertisements?
TOTAL HCMC HN 22-24 25-29 30-35 Male Female
(n=400) (n=200) (n=200) (n=88) (n=148) (n=148) (n=204) (n=196)
51 77 73 67
64 59 63 60 17
Ho Ngoc Ha-Sunsilk’s ads 17 13 21 17 16 18 16
56 60 60 63
Minh Hang-Head&Shoulder 58 58 56 53 25
21 17 24 19 22 20 16
shampoo
49 49 60 49
49 54 38 49 16
Bi Rain-Clear men shampoo 16 12 20 21 18 10 15
53 43 60 49
48 46 43 48 11
Bao Thy- Rexona Deodorant 10 9 11 11 8 10 9
34 60 53 50
47 45 45 44 18
Ho Ngoc Ha-Toshiba’s ads 14 6 22 13 10 18 9
50 42 47 44
46 47 44 48 15
Hoài Linh-Bon phuong Noodle food 17 21 13 15 18 17 19
38 51 51 46
44 46 39 42 16
Quyen Linh-Dr. Thanh herbal tea 11 16 11 16 12 10
13
39 44 41 30
Christiano Ronaldo-Clear men 42 45 39 53 9
shampoo 15 10 20 16 14 15 20
37 38 39 38
Tang Thanh Ha – Luong Manh Hai - 37 40 34 36 20
20 19 15 22 20 19
Omachi 20
40 34 34 43
41 34 31 9
37 8 7 9 9 6 6
Cam Ly-Salonpas 8
39 33 40 25
37 32 46 6
Christiano Ronaldo-Castrol Power oil 36 18 10 13 14 13 21
14
19 43 42 31
27 27 30 12
Ngo Thanh Van-Chewing gum 31 7 17 14 11 12 11
Double mint 12
31
30 818 11 42 7 31 10
33
9
26
7
28 11
Mai Phuong Thuy-Custard cake 9

16. Conclusion
• Most of Idols are men (54%). Ages 22-35 prefer idols in nation (67%) to the foreign
idols. They are singers, actors, Sport players and models. Dam Vinh Hung, Cam
Ly, Hoai Linh, Dan Truong and My Tam are the hottest Idol.
• The Idol index of each celebrity is difference among cities, age and gender. For
examples, Hoai Linh is preferred by HCMC youth than Hanoi youth (5.0 – 3.5), Cam
Ly is preferred by female than male (5.2 – 3.6), Teen singer Bao Thy is preferred by
Ages 22-24 and 25-29 than older ages 30-35 (3.4 – 2.5)
• Cable television and online newspapers are the preferable sources of this age
group. Google and Ngoisao are the most two visited websites of the youth to get
information about their Idols (59%). Besides, Nhaccuatui (57%), Yahoo (47%)
and YouTube (43%) are the websites which youth come most often.
• Youth concerns on not only Idol’s personal and career information but also their
scandals. Youth knows a lot of celebrities' scandals, in which, Ho Ngoc Ha-
pregnant (18%), Ho Ngoc Ha- married at 16 y.o (13%), and Cong Vinh
"prostrated" a referee (6%) are thought to have worst affect on idols' images.
• Idols have strong influences on Youth’s fashion styles and their point of view in
morals and friendship, entertaining type, Point of view in marriage/family,
Point of view in love. Besides, Idols also influence youth's buying behavior:
clothes, hi-tech products and personal care products.
• Youth buys/sees Idols’ music albums/music shows/ films to express their admiration.

17. Conclusion (cont.)
• Top 10 aware advertisements are : Ho Ngoc Ha-Sunsilk's ads; Minh Hang-Head&Shoulder
shampoo; Bi Rain-Clear Men shampoo; Bao Thy-Rexona Deodorant; Ho Ngoc Ha-
Toshiba's ads; Hoai Linh-Bon Phuong instant noodles; Quyen Linh-Dr. Thanh herbal
tea; Christiano Clear men shampoo; Tang Thanh Ha – Luong Manh Hai- Omachi; Cam
Ly-Salonpas
• There is a correlation between Idols Index and Idols’ Advertisements awareness. Most
awarded TV commercials have displayed by Top ten idols (who have high index) - Cẩm Ly (4.4),
Hoài Linh (4.2), Hồ Ngọc Hà (3.6), Tăng Thanh Hà (3.3), Minh Hằng (3.1) và Bảo Thy
(3.0)
• There is a minus correlation between Idol Scandal and Favorite Idols’ Advertisements. For
example: Ho Ngoc Ha index (3.6) is higher than Tang Thanh Ha (3.3) and Minh Hang (3.1). But
recently, she has some serious scandals, so her TV commercials is less be loved. Minh Hang-
Head&Shoulder shampoo (21%); Tang Thanh Ha – Luong Manh Hai- Omachi (20%);
Ho Ngoc Ha-Toshiba's ads (17%); Ho Ngoc Ha-Sunsilk's ads (14%)
• Minh Hang-Head&Shoulder shampoo Tang Thanh Ha – Luong Manh Hai- Omachi;
Tang Thanh Ha – Luong Manh Hai- Omachi; Hoai Linh-Bon Phuong instant noodles; Bi
Rain-Clear Men shampoo are top favorite Ads.

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