September 12, 2013 Vol. 10 Asian women 20 23: A city-to-city comparison Characteristics of women in each city as seen in their lifestyles and consumer perceptions All share priority on family, price consciousness and TV viewing women differ from Southeast Asian counterparts in their ideal self, fashion and consumer perceptions To support marketing communication in the global market place, Hakuhodo has conducted its Global HABIT survey of sei-katsu-sha each year since 2000. Conducted in 34 major cities in Asia, Europe and the United States, the survey polls middle- and high-income earners.this year, we analyzed data from the most recent Global HABIT survey (conducted in 2012) from a variety of perspectives to create a series of 10 reports containing hints about potential opportunities in the global marketplace. In this tenth report in the series, we report findings from analysis of the lifestyles and perceptions of Southeast Asian women aged 20 34. Young women are set to lead the future consumer marketplace in the high-growth ASEAN market and it is important to look at both what they share in common and how they differ. Our research revealed images of women in each city from their demographics, lifestyle, values and perceptions. Cities surveyed: The Southeast Asian cities of Jakarta, Metro Manila, Ho Chi Minh City,, and Jakarta: Homemakers who marry young, they prioritize family and want a solid, stable life In their early 20s, one in two is unmarried, but by their late 20s, only around 10% remain unmarried. The ratio homemakers who marry young is high. Over 70% prioritize their family above all else, indicating that focus on family is widespread. In, luxury brands and design are not particularly sought after, with the trend toward price consciousness. With strong tendencies toward comparing and planned, it would seem that Jakarta has many canny women. Metro Manila: Like the Internet, TV games and are unconcerned with conventional styles in the clothes they wear Share much with Jakarta many marry early and are canny shoppers but there are differences in interests and hobbies/leisure interests and fashion perceptions. ranks among their hobbies/leisure activities, and computer/tv games appear in the top 10, hinting at familiarity with the Internet and gaming. Relaxed fashions are preferred when going out, and women like clothes that are unconcerned with conventional styles, but that demonstrate their individuality are better liked. Ho Chi Minh City: Highly conscious of luxury brands and design, these women are highly aware of fashion The only city where more than 50% of women prefer well-known luxury brands and put more importance on design over function. Unlike other cities, there is a strong tendency toward being knowledgeable about products and trying out new products as soon as they come out, as well as a low rate of planned purchasing. Interest in fashion is high, with one in two conscious of how they will appear to the opposite sex when they decide what to wear. : Multifaceted women who love and have more in their lives than just their families In the woman they would like to be, the items, ed and place my family above all other considerations come in around 40 50%. While place my family above all other considerations is top in the other five cities, in, there are glimpses that multi-faceted women with more to their lives than just family in are accepted in. These women are also big shoppers, with one in two giving /window as one of their hobbies. : Price and design both important. These women want it all is No. 2 among the six cities for the ratio of women who favor luxury brands and design. At the same time, these women are picky about prices. As such, they appear to be both seeking the best things in life and canny when they open their purses. In hobbies/leisure activities, watching TV, listening to radio, reading and listening to music rank highly. Hobbies that can be enjoyed at home seem to be preferred. : Marry later, and are canny shoppers while extoling the virtues of the single life The proportion of women who marry late is the highest among the six cities, with one in two aged 20 34 single. In hobbies/leisure activities,, going to the movies movies, international travel and the using the Internet score high, delineating the active lifestyles of these women. However, when it comes to, they are prudent. They are price-conscious and plan their, and if the quality and functions are satisfactory, they are happy with private and fast fashion brands. Quality and substance seems to be their motto.
Details of the survey findings 1. Demographics The graphs below show the marital and working statuses of women aged 20 24 in six Southeast Asian cities. has the highest overall percentage of single women aged 20 34, at 54.2%, and Jakarta the lowest, at 22%. Looking at the data in 5-year increments, in the early 20s, singlehood is over 60% in,, Ho Chi Minh City and Metro Manila, and around 50% in Jakarta and. In the late 20s, singlehood drops to around 20% in the four cities other than and, where singlehood remains in the high 50% bracket. For reference, the overall percentage of unmarried women aged 20 34 in is 61.8% and the ratio remains 40.1% even in the late 30s age bracket. In working status, the rate of employment is highest in,, and Ho Chi Minh City, where over 40% of women work full time. Conversely, the rate of employment is low in Metro Manila and Jakarta. In Jakarta, around half are homemakers. For reference, the rate of married women in employment is highest in, at 77.2%, and lowest in Jakarta, at 30.6%. Percentage of unmarried women aged 20 34 Q. Are you currently married? 80 Percentage of unmarried women 100 Percentage of unmarried women Jakarta 60 40 20 22.0 28.0 34.0 30.7 46.7 54.2 61.8 80 60 40 Metro Manila Ho Chi Minh City 20 0 Jakarta Ho Chi Minh City 0 20-24 25-29 30-34 Working status of women aged 20 34 Q. Which of the following statuses best describes you? Note: Figures for are from the National Census (2010) 100% 80% 60% 54.7 38.7 14.6 22.7 19.3 12.6 22.7 10.0 2.0 26.0 8.0 4.7 10.4 14.7 6.3 Homemaker Student/ Unemployed Work less than 15 hours/week 40% 20% 18.8 9.3 26.0 6.7 30.7 54.7 63.3 54.0 60.4 Work part time (15-29 hours/week) 0% Jakarta Metro Manila Ho Chi Minh City Kuala Lumpur Married & employed 30.6% 40.8% 66.7% 63.5% 51.3% 77.2%
2. The woman they want to be The table below shows the top 10 ideal selves that respondents would like to be. In the five cities other than, a woman who places came in top. In Metro Manila and Jakarta, in particular, the scores were around 70%, more than 20 points higher than the next-highest ranked items. In these two cities, many women are married and tend to strongly see their families as their primary concern. In, unlike in the other cities, a woman and a woman who has an were No. 1 and No. 2, respectively. Also, with distribution of the top items ranging from a little under 40% to 50%, we see that there is not one sole ideal self, but many ideal selves. For reference, in, unlike in Southeast Asia, the top item is a woman who puts other people s needs, followed by a woman who is, and a woman who is. A woman with an, which comes in top 5 in the six Southeast cities, languishes at No. 12 (2%) in, a significant point of difference. The woman they want to be Q. Irrespective of your current lifestyle or life stage, choose three statements from the following that best describe the woman you would like to be. (Multiple response; 12 options) 1 2 3 4 5 6 7 8 9 10 Jakarta Metro Manila Ho Chi Minh City (70.7%) (45.3%) balance a nd (36.7%) Woman who has an (36%) (28%) (21.3%) young (15.3%) s ophis ticated (6.7%) her fa mily above all (65.3%) balance a nd (44%) Woman who has an (20%) Woman wi th her own (17.3%) (15.3%) (13.3%) (13.3%) (54%) ba lance a nd (28.7%) young (27.3%) Woman who has an (26.7%) (24.7%) s ophistica ted (17.3%) (50.7%) Woma n who has an (40.7%) ba lance and young (22.7%) (18.7%) Woma n with her own (12%) (11.3%) ba lance and Woma n who ha s an young (29.3%) (28%) (23.3%) (20.7%) (18.7%) sophisticated (14%) (44.8%) bal ance ca reer and housework (42.7%) Woman who ha s a n (29.2%) (28.1%) Woman with her own (27.1%) (18.8%) (17.7%) young (36.9%) (34.9%) (34.9%) Woman with her own (31.9%) (30.2%) balance and housework (29.2%) (17.8%) (13.4%) sophis ticated (12.1%) young (8.7%) Note: Figures for are HABIT Survey 2013 figures for women aged 20 34 in
3. Fashion The graph below shows fashion perceptions (line graph: 6 Asian cities; bar graph: ). In all cities, clothes are one means of demonstrating one s individuality is No. 1. Also notable is that I tend to pay no attention to the everyday clothes I wear at home, around 30% in Asia, is less than half the figure (73.1%). In Ho Chi Minh City, I tend to be conscious of how I will appear to the opposite sex when deciding what to wear is around 50%, well above the scores in other cities. In addition, I am sensitive to fashion trends and I believe I am fashionable are higher in Ho Chi Minh City than in other cities. Overall, it appears that women in Ho Chi Minh City enjoy fashion, with the opposite sex in mind. In, the score for as long as I like the quality and function of the clothes, I don t care if they are private or fast fashion brands is highest among the six cities. The score for when I buy clothes, I frequently take advantage of sales and bargains is also relatively high, indicating weight is given to cost performance. In Metro Manila, there is a preference for relaxed over stylish clothes when going out and a trend toward being unconcerned with conventional styles and basic forms. Since many Metro Manila women are homemakers they are likely to have less financial leeway, but there are glimpses of them enjoying fashion by taking advantage of sales and bargains. In, the scores for I tend to pay no attention to the everyday clothes I wear at home and as long as I like the quality and function of the clothes, I don t care whether they are private or fast fashion brands are higher than those in the Southeast Asian cities. However, the score for when going out, I tend to choose clothes I can relax in rather than those that are stylish is lower. The style appears to be relaxed at home but pulled-together when going out. Fashion perceptions Q. Here are a number of statements about clothes. Choose all statements that apply to you or that you agree with. (Multiple response) Note: Figures for are Seikatsu Teiten Survey 2012 figures for women aged 20 34 in the greater region 80 60 40 20 0 Believe that clothes are one means of demonstrating my individuality Tend to give no attention to the everyday clothes I wear at home As long as I like the quality and function, I don't care whether my clothes are private brands or fast fashion brands Frequently take advantage of sales when buying clothes Am sensitive to fashion trends Believe that I am fashionable Tend to be conscious of how I will appear to the opposite sex when deciding what towear Tend to dress ina manner unconcerned with conventional styles and basic forms When going out, tend to wear clothes I canrelax in rather than those that are stylish 73.1 70.1 69.9 62.8 30.4 21.0 19.9 17.8 11.0 Jakarta 67.3 28.7 38.7 56.7 14.7 17.3 29.3 24.0 55.3 Metro Manila 72.0 30.7 14.0 56.0 36.0 34.0 22.7 37.3 57.3 Ho Chi Minh City 68.0 28.7 15.3 39.3 34.0 36.7 50.0 33.3 50.7 58.7 29.3 16.7 46.7 22.0 21.3 22.7 28.0 37.3 49.3 32.7 21.3 40.0 22.0 34.7 18.7 27.3 16.0 67.7 31.3 47.9 50.0 21.9 30.2 36.5 13.5 33.3
4. Shopping The table below shows the top 10 perceptions. In the six cities and, I carefully compare prices before I buy is top 3. It seems women everywhere are very price conscious. In, Metro Manila, Jakarta and, I make planned purchases and I shop wisely also come up top 3. The image of women as price-sensitive, canny shoppers can be seen in the items shared in common. Among the six Southeast Asian cities, Ho Chi Minh City stands out. While I am knowledgeable about products is No. 1, followed by I believe high quality, items like I shop wisely and I make planned purchases that are high in other cities receive relatively low scores. Further, in the questions where respondents were asked to choose either luxury brands or brands that suit them and either function or design (see p 7), Ho Chi Minh City was the only city in which scores for luxury brands and prefer design over function were over 50%. From this we can infer a style that stresses not just function, but brands and design as well. By way of reference, the data for has I carefully compare prices before I buy at No. 1, with I believe helpful and high quality making up the top 3. By contrast, I make planned purchases and I shop wisely come in low down, at No. 9 and No. 13, respectively. Lifestyles: Shopping Q. Here are a number of statements about. Choose all statements that apply to you or that you agree with. (Multiple response; 22 options) 1 2 3 4 5 6 7 8 9 10 Jakarta Metro Manila Ho Chi Minh City Careful ly compare goodness of their own impul sivel y (31.3%) stores with a wide vari ety of merchandis e (29.3%) Think that there are prices ranges that fit different social or economic classes (24%) (62%) (58%) (40.7%) stores wi th a wide variety of merchandise (36.7%) (35.3%) impuls ively (32.7%) Am the type that wi ll buy something I like even if it i s highly priced (31.3%) Am knowledgeable about products (49.3%) (46%) (45.3%) s tores with a wide variety of merchandise Am conscious of which country a brand comes from when purchasing Am conscious of which country a product is made i n when purchasi ng (32.7%) purchases (50.7%) (48.7%) Am knowledgeable about products goodness of their own (28.7%) (26.7%) impul si vely (46%) Careful ly compare (44.7%) (44.7%) Am knowledgeable about products (35.3%) Think that there are prices ranges that fit different social or economic classes (32.7%) they are i ntroduced stores with a wide vari ety of merchandis e impul sivel y (25.3%) (60.4%) (47.9%) (44.8%) (37.5%) (37.5%) (34.4%) goodnes s of their own (31.3%) (28.1%) Think that there are prices ranges that fit different social or economic classes (27.1%) (79.2%) (55.4%) (51.7%) Am the type that wil l buy something I like even i f it is highly priced Lose interest in buying a product after it becomes popular (45.8%) goodnes s of their own (44.6%) i mpuls ively (35.9%) s tores with a wide variety of merchandise (33.9%) purchases (31.9%) Am conscious of which country a product is made i n when purchasi ng (26.7%) purchases (24.7%) (23.3%) (23.5%) Note: Figures for are HABIT Survey 2013 figures for women aged 20 34 in
Luxury brands vs. Brands that suit me; Design vs. Function Q. Here are pairs of statements or opinions. Choose the one statement that closely matches your opinion. (Select one or the other) Like luxury brands that are known by many people Pay more attention to design than function when I purchase goods Like brands that suit me, even if they are not well known Pay more attention to function than design when I purchase goods Jakarta 20.0 80.0 Jakarta 20.0 80.0 Metro Manila 13.3 86.7 Metro Manila 37.3 62.7 Ho Chi Minh City 54.0 46.0 Ho Chi Minh City 53.3 46.7 27.3 72.7 44.0 56.0 44.7 55.3 47.3 52.7 22.9 77.1 22.9 77.1 15.3 84.7 41.1 58.9 Note: Figures for are HABIT Survey 2013 figures for women aged 20 34 in 5. Hobbies/Leisure The table below summarizes the top 10 hobbies and leisure activities. In all cities, watching TV is top, and using the, listening to music, reading, /window, watching videos/dvds and eating out all rank in the top 10. In, going to the movies and international travel appear in the top 10, showing the great variety of hobbies and leisure activities. In Ho Chi Minh City and, over 50% named /window as a hobby/leisure activity. Ho Chi Minh City and, which also had perceptions that differ from other cities, show glimpses of having happy shoppers. The top 10 in Metro Manila includes using the Internet/computer and playing video/computer games, hinting at familiarity with the Internet and gaming. In, watching TV, listening to radio, reading and listening to music make up the top 4. Hobbies that can be enjoyed at home seem to be preferred. Also, the high position of listening to the radio is notable. In all cities, eating/dining out is in the top 10, but comparing cooking with eating/dining out, eating out is higher in, both are around the same in Ho Chi Minh City, and cooking higher in Jakarta, Metro Manila and. Women in and seem to enjoy eating out more than cooking. Hobbies/Leisure Q. What leisure activities do you normally do, or what hobbies do you have? (Multiple response) 1 2 (81.3%) Listening to music (49.3%) 3 4 5 Jakarta Metro Manila Ho Chi Minh City Walking/Taking walks 6 (22.7%) 7 8 9 10 Listening to radio (18%) (14%) (13.3%) (64.7%) (38%) (12.7%) Chatting/Hangingout with (12%) Playing video/computer games (9.3%) (8.7%) (6.7%) (89.3%) (76%) (60.7%) (58%) (58%) (56.7%) Chatting/Hangingout with (40.7%) Goingto amusement centers (38.7%) (86.7%) (53.3%) (52.7%) (44.7%) Chatting/Hangingout with (28.7%) Listeningto radio (21.3%) (82.7%) Listeningto radio (42.7%) (42%) (36%) Chatting/Hanging out with (24.7%) (59.4%) (57.3%) (46.9%) (38.5%) (35.4%) Going to the movies (29.2%) Listeningto radio (24%) (22.9%) Overseas travel (19.8%)
Survey outline Cities surveyed: 6 Southeast Asian cities Jakarta (Indonesia), Metro Manila (Philippines), Ho Chi Minh City (Vietnam), (Thailand), Kuala Lumpur (Malaysia), Respondents: Females aged 20 34 Sample size: 546 (150 in each city, except, 96) excluded Survey period: Late May early August 2012 Global HABIT is a comprehensive Hakuhodo survey and database that has grown to cover 34 major cities worldwide since 2000. Survey data is collected every year, enabling not only comparisons between cities, but also time-series comparison of single cities. Single-source Global HABIT surveys probe individual sei-katsu-sha lifestyles, values, media contact, purchase attitudes and use, and perceptions of brands in many categories. This enables analysis not only of brand users, but of brand supporters at differing levels of perception (would consider purchasing, favor brand, brand fans, etc.). Overview of Global HABIT 2012 survey Cities surveyed: Shanghai, Beijing, Guangzhou (China); Hong Kong; Taipei (Taiwan); (Thailand); Seoul (Korea); ; (Malaysia); Metro Manila (Philippines); Jakarta (Indonesia); Ho Chi Minh City (Vietnam); Delhi, Mumbai (India); Frankfurt (Germany), Sao Paulo (Brazil). The cities Dalian, Shenyang, Wuhan, Chengdu, Hangzhou, Ningbo, Xian, Fuzhou (China); Sydney (Australia); Berlin (Germany); Paris (France); Milan (Italy); Madrid (Spain); New York, Los Angeles, Chicago (USA); London (UK) and Moscow (Russia) were surveyed in 2011 or earlier. Respondents: Either 500 or 800 males and females aged 15 54 per city In Shanghai, Beijing and Guangzhou, an additional 1,800 male and female Chinese Power Sei-katsu-sha aged 25 54 with incomes of at least 15,000 RMB are also surveyed. In Delhi and Mumbai, an additional 1,000 male and female Indian Power Sei-katsu-sha aged 25 54 from SEC A2 or higher with monthly household incomes of at least 40,000 INR were also surveyed. Responses were obtained from persons in the middle/high income bracket of each city (50-90% of the urban population) based on screening by household income. Survey period: Late May early August 2012 Survey method: In-home interviews (Asian cities other than Hong Kong, Taipei, Frankfurt, Sao Paulo) Individual interviews at a central location (Hong Kong, Taipei, Seoul) Main items surveyed (some apply only to China and other Asian countries): Demographics and lifestyle Demographics, lifestyles, environmental awareness, country-of-origin image, media/information contact,, hobbies, sports, durable consumer goods ownership, category perceptions, travel, housing Product & service usage Insurance, credit cards, convenience stores, airlines, passenger cars, motorcycles, AV products, home appliances, mobile phones & smartphones, computers & printers, digital cameras & digital video cameras, copiers, watches, game consoles, alcoholic & non-alcoholic beverages, foodstuffs (instant foods, snack foods), toiletries, cosmetics, personal care products, sanitary products & disposable diapers Contacts: Ken Odaka, Corporate Public Relations Div., Hakuhodo Inc. Tel: +81-(0)3-6441-6161 E-mail: KEN.ODAKA@hakuhodo.co.jp