Marketing in Asia-Pacific: Millennials in Vietnam Are Social, Skeptical and Seeking Role Models - eMarketer
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eMarketer Interview

Marketing in Asia-Pacific: Millennials in Vietnam Are Social, Skeptical and Seeking Role Models

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An interview with

Richard Burrage

Managing Partner, Cimigo

Topics:

Interview summary

Like many consumers in emerging markets, Vietnam’s younger generation is the most likely demographic to be engaged with digital. Richard Burrage, managing partner of Vietnam-based market research firm Cimigo, spoke with eMarketer’s Dustin Sodano about behavior across age groups in the country, and how to best reach the young consumers.

Interview

eMarketer: What is the internet penetration in Vietnam?

Richard Burrage: Nationally, it’s around 48%, and in urban areas, it’s up in the 70s. The older people—over 35—are less likely to be engaged online, but smartphone penetration is changing that as smartphones become less expensive.