Survey finds generation gap among ASEAN millennials

BANGKOK, NNA - People born in the 1980s and 1990s in Southeast Asia, especially in Thailand and Vietnam, feel they belong to different generations while they also differ in work, life and shopping styles, according to a survey taken by Japanese advertising agency Hakuhodo Inc.'s think tank based in Bangkok.

The findings were revealed on Tuesday by Hakuhodo Institute of Life and Living ASEAN based on its latest survey about these generations, both considered millennials, at an annual forum held in the Thai capital.

The Internet survey, conducted in September last year, received responses from 1,800 males and females born from 1970 to 1999 in six big cities in the region -- Bangkok, Singapore, Kuala Lumpur, Jakarta, Ho Chi Minh and Manila -- with 300 samples taken from each.

Hakuhodo (Bangkok) Co.'s Strategic Planning Director Ampa Theerapatsakul said many marketers categorize the millennial generations as one group, but the research found that they can be divided between the 1980s and 1990s cohorts because they apparently have different working, living and shopping styles.

In terms of attitudes, people born in the 1970s want to have a stable career, life safety and peace of mind as most of them experienced the Asian financial crisis in their 20s.

People born in the 1980s want to diversify risk from their professions by expanding opportunities to do other jobs at the same time while people born in the 1990s want to do a job they like immediately as well as looking for advantages through globalization and digitalization.

For spending behavior, people born in the 1970s deliberately make a decision before purchasing to avoid mistakes and regret while those born in the 1980s like to compare prices and promotions before purchase. Those born in the 1990s make purchase decisions instantly and prefer to share their shopping experiences with their friends and family.

The Asian financial crisis in 1998 was the most impactful event for Thais born in the 1980s while those born in the 1990s think the spread of smartphones and Facebook has had greater influence on their lives, according to the survey.

Ampa, also a member of the research team, said Thais born in the 1970s, 1980s and 1990s have dissimilar preferences for brands or products and appropriate marketing plans are required to approach each group. (NNA/Kyodo)