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Tet Shopping and Mobile Behavior Survey

Posted Jan 26, 2021

In the past few years, the Asia-Pacific region has played a big part in bolstering the continued growth of mobile device and app usage. Vietnam, in particular, has become one of the most exciting emerging markets for the industry as the country’s smartphone adoption increases every year. For advertisers looking to reach this expanding audience’s enthusiasm, they will need to have a strong strategy for Tết, Vietnamese New Year. 

The country’s most important holiday will take place on February 12 and consumers will be doing holiday shopping long before the event. Most shops and businesses will be closed during the five-day holiday so people will be shopping for weeks prior to prepare for celebrations. With businesses closed, consumers will have lots of free time at home to spend with family, relax, and maybe play some mobile games! 

To get ready for the upcoming Tet, we conducted the Tet Holiday Shopping Survey. The survey asked Vietnamese consumers questions regarding their shopping and mobile preferences, particularly during the Tet holiday.

Highlights from the Study:

Consumers greatly prefer home delivery online shopping.
– 82% of the consumers stated that they will order online with a home delivery option while only 33% prefer to shop in-store.

Shopping will be online but exchanging gifts will be in-person. –Despite the ongoing pandemic, 52% of holiday shoppers would rather exchange gifts in person than have the gifts delivered directly to the recipients. 40% plan to ship presents straight to their loved ones’ homes even if that could be the easiest and safest option.

The top choice is in-app. – Most consumers (86%) prefer to make purchases on their smartphones. Furthermore, 82% of holiday shoppers chose in-app over a mobile browser.

Mobile ads’ effect on buying decisions. – 77% of the respondents said they have purchased something on their mobile device directly from an advertisement. Also, 89% of the respondents would purchase directly from an advertisement if the product was relevant.

Tet shoppers will buy clothes, groceries, and home goods for the holiday. When asked what kind of items shoppers will buy for Tet on their smartphones, respondents’s top items were clothes (88%), home goods (69%), and groceries (65%). Just under half of consumers said they would rather shop online over in-store because of better deals.

Check out the infographic below for more great insights and click here for infographics from seven countries in the APAC region! Don’t forget to click on the infographic below to open it full size!

About the Study
Tet Holiday Shopping Survey asked Vietnamese consumers a series of easy-to-answer questions about Tet shopping and mobile gaming revealing a generous amount regarding shopping and mobile usage during the New Year holiday.

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