• • • • • • • • nielsen Understanding the online behaviors of Vietnamese consumers during Lunar New Year •• ' I ' • • • • ••• • ••• • • • •• • • • ••• • 2 8 3 32 20 26 38 39 33 39 41 36 42 43 36 69 69 68 Parents with kids Pupils/Students White collars • 5 25 36 39 40 68 Total Others Goods is more expensive I will join more outdoor activities I am interested in Tet shows programs I expect more meaningful activities I feel happy and excited I really like to prepare forTet 62 62 62 59 The only chance that I can spend 59 62 55 61 time with family I want to do more things together 57 58 56 57 with my family I like to eat home-made foods 47 48 48 45 People feel very excited when Tet comes and enjoy preparing forTet with family. They also consider Tet is the only chance to spend more time with family. Thoughts about Tet Ask friends/family Want more Tet stickers to hang out Would send new year wishes to others 92% 72% 88% Expectations MESSAGING are used by 75% users to send to their friends Stickers/ Emoticons is the most common format used to communicate in Tet by 90%online users Text Message

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