Illustrative image (Photo: Internet) HCMCity (VNS/VNA) - Technology is taking over people’s lives but most donot seem to mind it, according to the 2020 Vietnam Tech Consumer Report.
Done by research firm InsightAsia and public relations and digitalmarketing agency Vero, it surveyed tech consumers in Hanoi and HCM City.
It found there was a largely positive sentiment towards the techsector and high expectations among Vietnamese for technology companies toimprove many aspects of their life.
It was also done in Thailand and Myanmar, and, overall, 65 percent ofrespondents said technology has an overall positive impact on their livescompared to just 6 percent who said its impact was negative.
It includes helping them perform better at work (84 percent) and positivelychanging their relationships with others (66 percent).
A notable finding is that, of the three countries, Vietnamese are the mostlikely to say that technology is taking over their lives (66 percent) comparedto 39 percent in Thailand and 52 percent in Myanmar.
Vietnamese respondents had many positive associations with tech, includingimproved work performance, better relationships with others, relaxation, andstress relief, all of which were named by over 60 percent of respondents.
But respondents also said there are downsides, with half of them pointing tolost sleep.
Other negatives were not about technology per se, but rather the apparentresults of social media fatigue, as significant minorities (33-39 percent)reported experiencing more conflict due to social media, feeling they areforced to use it and losing control of their lives, and a desire to take abreak and disconnect.
These rates were also higher than in Thailand and Myanmar, suggesting that Vietnam’ssocial media uptrend could face a backlash.
As in Thailand and Myanmar, Vietnamese consumers put a premium on genuine techproducts from reliable suppliers when deciding what to buy. Their preferencefor popular brands, at 80 percent, was stronger than in the other countries,and they revealed an unusual fondness for easy refund and return policies, with87 percent listing it as a decisive factor.
But installment payments and financing plans were a significantly smallerfactor in Vietnam, possibly due to the legal requirements for retailers tooffer these for high-value tech items, making them an expectation rather than aselling point.
Similar attitudes prevailed in relation to tech services like apps and websitesas free trials, widespread use, and ease of use and payment were the mostpopular decision factors.
These findings suggest that reputed tech companies will be wise to emphasisetheir trustworthiness in contrast to the fakes, knockoffs and mislabelled itemsthat could make shopping for tech a risky proposition in Vietnam.
In terms of communications efforts by tech companies, Vietnamese consumers appreciatednews about discounts and new products and services more than in the othercountries. They also expressed a strong preference for “inspirational stories”over all other types, nearly double the second-placed preference for“educational stories.”
TV is the most common source through which Vietnamese become aware of techproducts since the survey categorised online video services such as Youtubeunder TV.
In fact, the balance seemed to lean towards Youtube, with a majority ofconsumers saying they compare tech products online more than half the time./.
Done by research firm InsightAsia and public relations and digitalmarketing agency Vero, it surveyed tech consumers in Hanoi and HCM City.
It found there was a largely positive sentiment towards the techsector and high expectations among Vietnamese for technology companies toimprove many aspects of their life.
It was also done in Thailand and Myanmar, and, overall, 65 percent ofrespondents said technology has an overall positive impact on their livescompared to just 6 percent who said its impact was negative.
It includes helping them perform better at work (84 percent) and positivelychanging their relationships with others (66 percent).
A notable finding is that, of the three countries, Vietnamese are the mostlikely to say that technology is taking over their lives (66 percent) comparedto 39 percent in Thailand and 52 percent in Myanmar.
Vietnamese respondents had many positive associations with tech, includingimproved work performance, better relationships with others, relaxation, andstress relief, all of which were named by over 60 percent of respondents.
But respondents also said there are downsides, with half of them pointing tolost sleep.
Other negatives were not about technology per se, but rather the apparentresults of social media fatigue, as significant minorities (33-39 percent)reported experiencing more conflict due to social media, feeling they areforced to use it and losing control of their lives, and a desire to take abreak and disconnect.
These rates were also higher than in Thailand and Myanmar, suggesting that Vietnam’ssocial media uptrend could face a backlash.
As in Thailand and Myanmar, Vietnamese consumers put a premium on genuine techproducts from reliable suppliers when deciding what to buy. Their preferencefor popular brands, at 80 percent, was stronger than in the other countries,and they revealed an unusual fondness for easy refund and return policies, with87 percent listing it as a decisive factor.
But installment payments and financing plans were a significantly smallerfactor in Vietnam, possibly due to the legal requirements for retailers tooffer these for high-value tech items, making them an expectation rather than aselling point.
Similar attitudes prevailed in relation to tech services like apps and websitesas free trials, widespread use, and ease of use and payment were the mostpopular decision factors.
These findings suggest that reputed tech companies will be wise to emphasisetheir trustworthiness in contrast to the fakes, knockoffs and mislabelled itemsthat could make shopping for tech a risky proposition in Vietnam.
In terms of communications efforts by tech companies, Vietnamese consumers appreciatednews about discounts and new products and services more than in the othercountries. They also expressed a strong preference for “inspirational stories”over all other types, nearly double the second-placed preference for“educational stories.”
TV is the most common source through which Vietnamese become aware of techproducts since the survey categorised online video services such as Youtubeunder TV.
In fact, the balance seemed to lean towards Youtube, with a majority ofconsumers saying they compare tech products online more than half the time./.
VNA
