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ASEAN millennials acknowledge generation gap

Released at: 21:50, 05/05/2017

ASEAN millennials acknowledge generation gap

Mora than 300 people join in the conference unveiling the research. Photo VNS

Facebook and smartphones expand generation gap between those born in the 80s and 90s, according to report from Japan's Hakuhodo Institute of Life and Living ASEAN.

by Long Van

The Hakuhodo Institute of Life and Living ASEAN (HILL ASEAN) released the findings of its latest study, entitled “ASEAN’s Millennials: One Size Fits All? A Generation Gap in ASEAN”, in Ho Chi Minh City on May 5.

The study, which polled 1,800 people born in the 1980s and 1990s in seven ASEAN countries, including Vietnam, revealed differences in their attitudes to life and work and interactions with digital technology, and between the two generations.

With their fresh values and high degree of fluency in digital technology, the two groups are very different from previous generations and notoriously difficult to reach with traditional marketing approaches.

The research found that millennials are especially prominent in ASEAN countries, whose populations include a high percentage of young people.

In six countries - Vietnam, Thailand, Indonesia, Singapore, Malaysia, and the Philippines - when respondents were asked if they perceived a generation gap, 70 per cent of those born in the 1980s said they perceived a gap between themselves and those born in the 1990s, with the figure being 71 per cent in Vietnam.

One reason for the high proportion of Vietnamese perceiving a gap may be the advent of Facebook and smartphones, which has impacted their lifestyles.

Asked about the historical event that most impacted their lives, people born in the 1980s cited the Asian Financial Crisis in 1998 while the other group pointed to the arrival of Facebook and smartphones.

The survey found that in Vietnam and Thailand there is a larger generation gap with respect to the impact of Facebook and smartphones. The impact on those born in the 1990s, who from a young age quickly built communities on Facebook via smartphones, seemed to be stronger than on the 1980s group, who were older when they got their first smartphones.

A unique characteristic of Vietnam was revealed in the reply to a question about the most impactful event, with many nominating the country’s accession to ASEAN in 1995.

The Hakuhodo Institute of Life and Living ASEAN was established in 2014 by Japan’s second-largest advertising company, Hakuhodo Inc.

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