CONSUMERS &

BRANDS

Target audience: Taxi users in

Vietnam

Consumer Insights

August 2023
 Statista Consumer Insights Target Audience Report
Introduction

Report overview Consumer Insights Global methodology (1)

This report analyses consumers that use taxis as a Design: Online Survey, split questionnaire design
mode of transportation.
Duration: approx. 15 minutes
The report offers the reader a comprehensive overview of
taxi users in Vietnam: who they are; what they like; what Language: official language(s) of each country with
American English offered as an alternative
they think; and how to reach them. It provides insights on
their demographics, lifestyle, opinions, and marketing Region: 56 countries
touchpoints. Additionally, the report allows the reader to
Number of respondents:
benchmark taxi users in Vietnam (’’target audience’’) against
• 12,000+ for countries with the extended survey
the average Vietnamese onliner, labelled as ’’all • 2,000+ for the basic survey
respondents’’ in the charts.
Sample: Internet users, aged 18 – 64, quotas set on
The report is updated quarterly and is based on data from gender and age
the Statista Consumer Insights Global survey.
Fieldwork:
• Continuous from January to December
• Countries that receive the basic survey are updated
every year

2 Notes: (1): See the full methodology for a detailed overview of the study design

Sources: Statista Consumer Insights Global as of August 2023

 Taxi users in Vietnam
Management summary: key insights

Demographic profile Consumer lifestyle Consumer attitudes Marketing touchpoints

A large share of taxi users are Having a good time is an important 41% of taxi users state that they book Taxi users relatively frequently consume
Millennials. aspect of life for 48% of taxi users. accommodations, car rentals, etc. all types of media.
spontaneously via my smartphone, when
52% of taxi users are male. Traveling is a relatively prevalent On social media, taxi users interact with
they are traveling.
interest of taxi users. companies more often than the average
40% of taxi users have a high annual
A relatively high share of taxi users think onliner.
household income. Taxi users are more likely to have
that health & social security are issues that
traveling as a hobby than the average Taxi users remember seeing ads at the
Taxi users are more likely to live in cities need to be addressed.
consumer movies/cinema more often than the
and urban areas than the average consumer.
Taxi users reflect the general political average consumer.
landscape.
Taxi users remember seeing ads on
websites and apps of brands and products
more often than the average consumer.

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER
01

Demographic profile

• Life stages

• Gender

• Education

• Income

• Household classification

• Type of community
 A large share of taxi users are Millennials
Demographic profile: life stages

Age of consumers in
Vietnam

Target audience 24% 48% 25% 4%

All respondents 27% 44% 25% 4%

Generation Z Millennials Generation X Baby Boomers

5 Notes: ’’How old are you?’’; Single Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 52% of taxi users are male
Demographic profile: gender

Gender of consumers in
Vietnam

Target audience 52% 48%

All respondents 50% 50%

Male Female

6 Notes: ’’What is your gender?’’; Single Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 86% of taxi users have a college degree
Demographic profile: education

Consumer’s level of education in

Vietnam
81%
77%

10% 11%
2% 4% 4% 5% 5%
1%
0% 0% 0% 1%
No formal Secondary Further Technical / Bachelor degree Master degree Doctoral degree
education / education education vocational or equivalent or equivalent or equivalent
primary school (permission to education
go to university)
Target audience All respondents

7 Notes: ’’What is the highest level of education you have completed?’’; Single Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 40% of taxi users have a high annual household income
Demographic profile: income

Share of consumers in Vietnam in the high, middle, and low thirds of monthly household gross
income

Target audience 40% 34% 27%

All respondents 35% 34% 31%

High Middle Low

8 Notes: Recalculated to only include respondents that provide income information, recode based on ’’Monthly/annual household income (local currency)’’; Single Pick; How often do you use the following modes of transportation?
Taxis; Single Pick; Base: n=606 taxi users, n=1902 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 A relatively high share of taxi users live in a nuclear family
Demographic profile: household classification

Type of households in which consumers in Vietnam live

55%
50%

22% 22%
18%
15%

3% 4% 4%
2% 1% 2%
2% 2%

Single household Couple Single parent Nuclear family Multi- Two or more
Other
household household generational related adults
household types
family
Target audience All respondents

9 Notes: Typology based on ’’household size’’, ’’household constellation’’ and ’’children under the age of 14 in household’’; Single Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 Taxi users are more likely to live in cities and urban areas than the average
consumer
Demographic profile: type of community

Communities where consumers live in

Vietnam
44%
42%

24% 24%
21% 20%

5% 6% 5% 6%
1% 3%

Rural community Small town Medium-sized town Large city City with over 1 Megacity with over 5
million inhabitants
million inhabitants
Target audience
All respondents

10 Notes: ’’In what type of community do you live?’’; Single Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

CHAPTER
02

Consumer lifestyle

• Life values

• Main interests

• Hobbies & leisure activities

 Having a good time is an important aspect of life for 48% of taxi users
Consumer lifestyle: life values

Most important aspects of life for consumers in

Vietnam

48% 46% 46%

46%

38% 36%

33% 31% 30% 29% 30%

27%
25% 24% 25%
25% 25% 22%

9%
6%

Having a To be Making An honest A happy Learning Advancing Social Safety and Traditions
good time successful my own and relationship new things my career justice security
decisions respectable
life
Target audience All respondents

12 Notes: ’’Out of the following list, which are the 3 most important aspects to you in life? Please choose exactly 3.’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users,
n=2096 all respondents
Sources: Statista Consumer Insights Global as of August 2023
 Traveling is a relatively prevalent interest of taxi users
Consumer lifestyle: main interests

Top 10 interests of taxi users in

Vietnam
61% 60% 58%
55% 55% 54%
52% 52%
46% 48% 48%
45% 44% 43% 43%
40% 41%
38% 37% 35%

Health & Food & Finance & Travel Science & Sports Fashion Family & Movies, Career &
fitness dining economy technology & beauty parenting TV shows education
& music

Target audience All respondents

13 Notes: ’’What topics are you personally interested in?’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Taxi users are more likely to have traveling as a hobby than the average
consumer
Consumer lifestyle: hobbies & leisure activities

Top 10 hobbies and leisure activities of taxi users in

Vietnam

61%
50% 56% 50%
48% 46%
43% 45%
41% 39% 41% 41% 39% 38%
36%
32% 30%
30%
29% 28%

Traveling Tech & Doing Cooking Reading Video Cars / Outdoor Gardening Meditation
computers sports / baking gaming vehicles activities and plants & wellness
and fitness

Target audience All respondents

14 Notes: ’’What are your personal hobbies and activities?’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 CHAPTER
03

Consumer attitudes

• Consumer attitudes

• Challenges facing the country

• Politics

15
 41% of taxi users state that they book accommodations, car rentals, etc. spontaneously
via my smartphone, when they are traveling
Consumer attitudes

Agreement with statements in Vietnam

41%
36%
32%
29%
23% 22%
19% 19% 18%
16%

When I’m traveling, I The public I can imagine using a I spend too much Driving cars is bad
book accommodations, car transportation system in self-driving taxi time commuting for the environment
rentals, etc. spontaneously my area is good
via my smartphone

Target audience All respondents

16 Notes: ’’Which of these statements apply to you?’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=1047 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 A relatively high share of taxi users think that health & social security are issues that
need to be addressed
Consumer attitudes: challenges facing the country

The 10 most important issues facing Vietnam according to taxi

users
54% 53%
48% 50% 48%
47% 45%
43% 44% 44%
39% 41%
36%
33% 33%
28% 27% 26%
24% 23%

Environ- Climate Health Economic Education Rising prices Unemploy- Food and Crime Housing
ment change and social situation / inflation / ment water
security cost of living security

Target audience All respondents

17 Notes: ’’What do you personally think are the most important issues in your country of residence that need to be addressed?’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all
respondents
Sources: Statista Consumer Insights Global as of August 2023
 Taxi users reflect the general political landscape
Consumer attitudes: politics

Political attitudes of consumers in

Vietnam

Target audience 13% 49% 28% 11%

All respondents 13% 47% 27% 13%

Left Center Right Prefer not to answer

18 Notes: Recode based on ’’Many people use the terms ’left’ and ’right’ when they want to describe political views. Where would you place yourself on a scale from left to right?’’; Single Pick; How often do you use the following modes
of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents
Sources: Statista Consumer Insights Global as of August 2023
CHAPTER
04

Marketing touchpoints

• Media usage

• Digital advertising touchpoints

• Internet usage by device

• Social media usage

• Non-digital advertising touchpoints

 Taxi users relatively frequently consume all types of media
Marketing touchpoints: media usage

Type of media consumers in Vietnam have been using in the past 4

weeks
87% 86%
80% 80%
77%

67% 66% 65%

61%
57% 55%
55%

40% 38%
37% 35%
32% 32%
27% 27%

18% 16%

TV Digital video Online news Digital music Movies / Online Magazines Podcasts Radio Daily Weekly
content websites content cinema magazines newspapers newspapers
Target audience All respondents

20 Notes: ’’What kind of media have you used in the past 4 weeks?’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Global Consumer Survey as of August 2023

 Taxi users remember seeing ads on websites and apps of brands and products more
often than the average consumer
Marketing touchpoints: digital advertising touchpoints

Top 10 places where taxi users in Vietnam have come across digital advertising in the past 4
weeks

68% 62%
59%
53%
50%
45% 45% 44%
40% 42%
39% 37%
37% 36% 35%
31% 32% 32% 33%
29%

Video Social Search Video Websites Online Video Other apps Editorial Music
portals media engines games and apps stores streaming websites portals
of brands services and apps
Target audience All respondents

21 Notes: ’’Where have you come across digital advertisements in the past 4 weeks?’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n= 2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Taxi users access the internet via a tablet more often than the average onliner
Marketing touchpoints: internet usage by device

Devices consumers in Vietnam use regularly to access the

internet

98% 97%

81% 70%
75% 66%
56%
56%
47% 51%

34% 34%

22% 22% 21% 21%

18% 17%

Smartphone Laptop Smart TV Tablet Desktop PC Smartwatch Smart Gaming Streaming

speakers console device

Target audience All respondents

22 Notes: ’’Which of these devices do you regularly use with an internet connection?’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 On social media, taxi users interact with companies more often than the average
onliner
Marketing touchpoints: social media usage

Social media activities in Vietnam by

type

66% 65% 65%

62%
54% 57% 57%
54% 52%
47% 46% 45%
43%
41% 39% 39%
36% 37%
34% 33%

4% 6%
1% 1%
Commented Sent private Posted Liked posts Followed Liked Shared Posted texts Followed Shared Passive social No social
on posts messages pictures by other people company posts by / status companies company media usage media usage
/ videos users posts other users updates posts

Target audience All respondents

23 Notes: ’’Which of these things have you done on social networks in the past 4 weeks?’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

 Taxi users remember seeing ads at the movies/cinema more often than the average
consumer
Marketing touchpoints: non-digital advertising touchpoints

Places where consumers in Vietnam have come across non-digital advertising in the past 4
weeks

69%
62% 56%
54%
49% 48%
42%

31%
29%
29%
24% 26%
21% 20% 19% 19%

On TV Directly in On advertising At the movies By mailshot / In printed On the In printed

the store spaces /cinema advertising magazines radio daily
on the go mail and journals newspapers
Target audience All respondents

24 Notes: ’’Where have you come across non-digital advertisements in the past 4 weeks?’’; Multi Pick; How often do you use the following modes of transportation? Taxis; Single Pick; Base: n=638 taxi users, n=2096 all respondents

Sources: Statista Consumer Insights Global as of August 2023

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 Authors

Jan Gewiese Stefan Rau

Senior Research Manager Research Manager

j.gewiese@statista.com s.rau@statista.com

Jan Gewiese has degrees in Economics (B.Sc.) from the University of Hohenheim and Stefan Rau studied Economics (B.Sc.) at the Ludwigs-Maximilian-University in Munich and Public
Business Administration (M.Sc.) from the University of Hamburg. He Interned at the and Nonprofit Studies (M.Sc.) at the University of Hamburg. During his studies, he interned at
Hamburg Center for Health Economics and Mercedes-Benz USA. TNS Infratest.

For the Statista Consumer Insights team, he is responsible for concepting reports, Stefan's current role in the Consumer Insights team at Statista focuses on process design and
automation design, and is a trusted advisor to clients and stakeholders for the product. report automation, specifically QA processes. Stefan’s expertise also includes Python and
developing the teams AI offer.

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