Survey about how Vietnamese enjoy cinema
Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
Overview
With higher living standards, in addition to
purchasing activities, Vietnamese people
spend more money on recreational activities.
Going to the cinema is one of the most popular
entertainment activity.
To have a better understanding about the
usage and behavior of Vietnamese at the
cinema, Q&Me conducted a survey with nearly
800 respondents in May 2019, among 16-39
years old male / female in Vietnam.
Highlight – Cinema usage behavior
Cinema usage Cinema watching frequency People to go with
16%
Yes, I have 13% 25% 19% 43%
watched
No, I haven't At least 1 time/week
2-3 times/month Friends Wife/husband Bother/sister
watched
84% 1 time/month 60% 38% 22%
1 -2 times/3 months and less frequency
People go to the cinema with friends is
84% have watched movie at cinema. 57% go to cinema at least 1 time/month
the most often
Movie genre preference Popular cinema Cinema choosing reasons
Horror movies 31%
Good sound 41%
Romantic movies 37%
Comfortable seating 42%
Science fiction movies 40%
Afortable price 47%
Comedy movies 54%
Action / super hero CGV Lotte cinema The cinema is cleaning 48%
57% Galaxy Cinema
movies
66% 50% 33% Location is near home 55%
Action and Comedy are top 2 reference
movie watching categories CGV is ranked as the No.1 cinema Location has been choosen the most
Highlight – Behaviors of heavy users
Who they are Higher app usage
Heavy users have higher income and concentrate on late 71% of heavy users use mobile app, which is much higher
20’s than the general users
Age group Household income
Cinema app user ratio
19.3
Heavy
users
31% 37% 32% 16.2 Heavy users 71% 29%
All 34% 32% 33%
All 52% 48%
16-24 25-29 30+ Heavy All
Pre-payment with non-cash payment Show times and viewing environment
Heavy users tend to book in advance, and thus card and e- Heavy users look for the cinema with more show times and
payment ratio is higher clean and comfortable environment
Important factors Heavy All
Booking method
52% 48% 47% 42% 46% 41% 45% 39% 39% 33% 36% 31%
Heavy users 45% 55%
All 36% 64% Cleanliness Comfortable Good sound Good screen Have many Big screen
seating quality showtimes
Overview
With higher living standards, in addition to
purchasing activities, Vietnamese people
spend more money on recreational activities.
Going to the cinema is one of the most popular
entertainment activity.
To have a better understanding about the
usage and behavior of Vietnamese at the
cinema, Q&Me conducted a survey with nearly
800 respondents in May 2019, among 16-39
years old male / female in Vietnam.
Cinema usage
No, 16%
Yes, 84%
84% have watched movie at the cinema.
Q. Have you ever watched movie at the cinema? (N=788).
Frequency of going to the cinema
28%
25%
19%
15%
9%
4%
More than 1 1 times / 2-3 times / 1 times / 1 -2 times / 3 Less
times / week week month month months frequency
57% cinema goers go to the cinema at least once/month.
Q. How often do you go to watch movie at the cinema in the past 6 months? (N=664).
Who goes to see cinema with?
Father/mother 5%
Alone 7%
Son/daughter 18%
Colleagues 21%
Boyfriend/girl friend 22%
Brothers/sister/cousins 22%
Wife/husband 38%
Friends 60%
Going to the cinema with friends is the most common
(60%).
Q. Who do you usually go to watch the movie at the cinema with? (N=664).
Movie selection timing
Almost people usually decide to watch the movie before they
go to the cinema.
13%
87%
I choose movie before going to cinema I choose movie at cinema
Q. Do you usually decide the movie you will watch before
you go to the cinema? (N=664).
Movie genre preference
Action Cartoon, Fantasy /
Comedy Science fiction Romantic Horror Detective Musical
/superhero animation Historical
Total 57% 54% 40% 37% 31% 27% 20% 13% 8%
Male 64% 47% 46% 25% 34% 23% 19% 15% 6%
Female 52% 59% 36% 45% 29% 30% 21% 12% 8%
16-24 62% 52% 44% 31% 36% 23% 19% 6% 5%
25-29 62% 53% 42% 39% 28% 28% 25% 15% 8%
30+ 47% 56% 34% 40% 28% 30% 18% 18% 9%
The action/super hero movies is more favored among males, 16-29 y/o. Romantic movies
is popular with females while comedy is liked more in HCM.
Q. What types of movie do you like to watch at the cinema? (N=664).
Ticket purchase procedure
Place to purchase ticket Payment methods for tickets
3%
Credit cards 13%
36%
Debit cards 22%
62%
Payment app 25%
Book and buy the ticket at the cinema counter
Cash 70%
Book and pay the ticket online
Others
People intend to buy the ticket at the cinema (62%) and pay by cash (70%).
Q. How do you buy the movie ticket most often? (N=664) / How do you pay for movie ticket? (N=647).
Cinema mobile app usage
Cinema mobile app usage Purposes to use cinema mobile apps
Check membership
29%
information
Check the cinema location 43%
Check for information and
46%
watch trailers of movies
No, 48% Book and pay for tickets 55%
Yes, 52%
Check for promotion 56%
Check the ticket price 62%
Check showtime of movies 76%
Half of people using cinema app. With the main purpose is to see the showtime
of movies.
Q. Do you use cinema app on mobile? (N=664) / Why do you use the app of the cinema? (N=348).
Cinema popularity
66% Usually visit
Visit most often
50%
44%
33%
19%
21%
14%
13%
9% 6% 6% 5%
5% 3% 3% 2%
3% 2%
1% 1% 0% 1%
CGV Lotte Galaxy BHD Star Trung tam Cinebox Beta CineStar Mega GS Platinum Others:
Cinema Cinema Cinema Cineplex rap chieu Cineplex Cineplex
phim Quoc
Gia
CGV is the most popular cinema (66%) followed by Lotte cinema (50%).
Q. What are the cinemas that you usually visit? / What is the cinema that you visit the most often? (N=664).
Factors to choose a cinema
55%
48% 47%
42% 41%
39%
35% 33%
31% 30%
25% 23%
20% 19% 17%
15%
Location is the factor people care the most when choosing a cinema, followed
by cleaning and price.
Q. What are the factors that you care about when choosing a cinema? (N=664).
Food buying behavior at the cinema
Frequency of food buying at the cinema Popular bought foods at the cinema
Milk tea 17%
7% 3%
24% Fruit juice 17%
Combo animation popcorn
17%
and drink
37% Water 21%
29% Snack 22%
Soft drink 56%
Popcorn 79%
Always Usually Sometimes Rarely Never
53% often buy the food at the cinema, popcorn is the most popular food with
79% followed by soft drink 56%.
Q. Do you buy the food at the cinema? (N=664) / What foods do you buy at the cinema? (N=747).
Attitude towards seeing ads at cinema
Do you see ads at cinema? Do you like to see ads at (those who do not like ad) Usual
cinema? behaviors when ads are on
5%1% Watch trailer movie
11% 7% 26%
so I also watch the…
10%
22%
42%
Get into the room
26%
when the movie…
34%
Play with the phone 32%
38%
30%
Talk to the people
37%
you go with
Always Usually Somtimes Rarely Never
Like it very much Like it Average Eating 37%
Do not like it Do not like it at all
No more than 17% likes to see ads although 72% see them. Usually those who
do not like ads do not pay attention to it
Q. Do you usually see the advertisement of the brands when waiting for the movie showed?(N=664) / Do you like seeing the ads? (N=658).
What will you do if you don't like? (N=294).
(Non-users) why they do not go to cinema?
Cinema usage Reasons Alternative ways to watch the content
16% The cinema is not clean 1%
The sound is too loud 2% Watch DVD 13%
Can't show my emotions 2%
Because of crowded 4%
Watch TV 59%
84% Nobody go with me 15%
No cinema near my
22%
house
Watching in the cinema
25%
costly Watch online 72%
I don't watch movie 25%
Content and the cost is the obstacles for non-users. 72% of them watch the content
online, though.
Q. The most important reason that make you didn't you go to the cinema for watching? (N=161) /How do you watch the movie if you don't go to the cinema? (N=120).
Summary
• 84% use Cinema. 57% go t see cinemas at least 1 time/month,
usually with friends.
• Action/ super hero and comedy movies are more popular
• CGV is the most popular cinema (66%) followed by Lotte cinema
(50%).
• Cash payment at cinema is the most popular ,although 36% of
the audience buy online with the use of payment app or credit
card
• No more than 17% likes to see ads although 72% see them.
Usually those who do not like ads do not pay attention to it
• Those who do not go to cinema is minor (16%). The content and
the cost is the obstacles for non-users. 72% of them watch the
content online, though.
Respondent profile (N=788)
Gender Age
30-39, 34% 16-22, 28%
Male, 41%
Female, 59%
23-29, 38%
City Household income
Above 30,000,000 VND 16%
Others,
16% 20,000,0001 - 30,000,000 VND 21%
HCM, 43% 14,000,001 - 20,000,000 VND 22%
Hanoi, 41% 9,000,001 - 14,000,000 VND 20%
4,000,000 - 9,000,000 VND 16%
Less than 4,000,000 VND 5%
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Age Gender City
31%
22% 19%
18%
44% 47%
14%
56% 18%
7%
6%
3% 3%
1% 1%
0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
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QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
97% 91%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
FACT CONSISTENCY SCORE THOUGHT
CONSISTENCY SCORE
THE RESULTS
89% 97% Overal score 93.5%
Average score 73%
in the industry
STRAIGHT-LINER/ FLAT- SPEEDERS SCORE
LINER SCORE
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