Target audience: Podcast listeners in Vietnam

Selected insights on target group: Podcast listeners in Vietnam

• 40% of podcast listeners have a high annual household income
• Learning new things has more importance to podcast listeners than to the average consumer
• Fashion and beauty are relatively prevalent interests of podcast listeners
• Podcast listeners are more likely to have reading as a hobby than the average consumer
• Podcast listeners remember hearing ads on music portals and streaming services 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 podcast listeners in Vietnam
• Top 10 hobbies and leisure activities of podcast listeners in Vietnam

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

• Top 10 places where podcast listeners 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