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Q&Me is online market research provided by Asia Plus Inc.
Vietnam Smartphone popularity 2020
Asia Plus Inc.
Overview
This survey covers the brand popularity of the
smartphones. Smartphone becomes the device
of the information hub among Vietnamese, and
they spend hours for the communication, media
consumption and online purchases etc.
The survey clarifies the brand popularity,
reasons, satisfaction by the brand.
This survey was conducted among 18 – 39
years old of 571 samples in December 2020.
Respondent profile
In order to have a certain figure and by a certain top brands,
we have the quota to put iPhone user as 1/3 of the toral
respondents.
iPhone, 32%
Samsung, 34%
Oppo, 14%
Xiaomi, 7%
Vsmart, 3%
Vivo, 3%
Others, 8%
Mobile phones that are used the most
Subtitle
Mobile phone brand recognition
Samsung, Apple has highest ownership. Traditional players such as Nokia or
Sony recognition still remains as high.
96% 94%
86%
77%
65% 63% 63% 61%
51%
42% 37%
Samsung Apple Oppo Nokia Sony Xiaomi Vivo Huawei Vsmart Realme BlackBerry
Q. Which brands do you know as the manufacturer of mobile phone?
Mobile phone brand top-of-mind
Apple and Samsung are dominant. While iPhone has higher rate among the
youth, Samsung is popular among 30 and above.
Q. What brand comes up when you hear mobile phone?
46%
36%
9%
2% 2%
4%
Apple Samsung Oppo Nokia Xiaomi others
Total
51%
25%
52%
30%
39%
47%
Apple Samsung
Apple vs Samsung by ages
Below 23 24-29 30 and above
NPS
iPhone has the highest NPS score followed by Samsung and Oppo. The other
brands have the similar NPS.
6% 6%
14% 11% 13%
29%
24%
13%
31%
47% 44% 12%
70%
81%
55%
42% 44%
59%
64%
75%
41%
32% 31%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Samsung (183) Apple (167) Oppo (67) Xiaomi (34) Vivo (14) Vsmart (12)
Detractors Passive Promoters NPS
Q. How much would you like to recommend your smartphone to your friends or relatives?
Reasons for satisfaction (by brand)
Apple and Samsung has the similar demand although Apple has higher rate.
Other brands attract the users by the affordable price and ease of use.
High quality
78%
High quality
56%
Affordable price
66%
Good brand
71%
Good brand
55%
Good camera
52%
Good security
65%
Good design
51%
Ease of use
54%
Good design
59%
Ease of use
50%
Long battery life
49%
Good camera
57%
Stability
49%
Good design
54%
Stability
57%
Affordable price
50%
Stability
48%
Apple Oppo
No.1
No.2
No.3
No.4
No.5
No.6
Q. What are the reasons for the positive / negative reasons?
Affordable price
91%
Affordable price
86%
Ease of use
92%
Ease of use
56%
Ease of use
86%
Good design
58%
Stability
53%
High quality
79%
Affordable price
83%
Good design
47%
Long battery life
71%
Good camera
58%
Long battery life
47%
Stability
64%
High quality
58%
High quality
44%
Good design
64%
Stability
50%
Samsung Xiaomi VsmartVivo
Reason for dissatisfaction
14%
13%
17%
19%
19%
36%
48%
Others
Not good design
No durability
High price
Not good security
Short battery life
Overheating
Overheating and short battery life are the two items that
Vietnamese are not happy with
Q. What are the reasons for the positive / negative reasons?
Location to purchase
79%
27%
14%
10%
7%
Electric chain
store (including
online)
Local store EC platform From friends/
relatives
Brand website /
shops
Electric chain has the dominant popularity.
Q. Where did you buy the current smartphone?
Brand they consider to buy the next
Apple and Samsung are dominant. While Apple has higher popularity among
youth, Samsung is rated higher among 30 and above
Q. What are the smartphone brand that you consider to buy the most for the next purchase?
44%
29%
6% 6% 5%
9%
Apple Samsung Vsmart Oppo Xiaomi Others
Total
52%
22%
8%
7% 5% 6%
46%
27%
5% 4% 4%
14%
38%
36%
3%
6%
9% 8%
Apple Samsung Xiaomi Oppo Vsmart Others
Total
Below 23 24-29 Above 29
Ratio of those who consider to buy the
same brand
While 60% of Apple users wishes to buy iPhone as the next phone,
Samsung is 43%. The other phone has much lower ratio, indicating the
brand equity is lower than the others.
Q. What are the smartphone brand that you consider to
buy the most for the next purchase?
60%
43%
18%
Apple phones owners Samsung phones owners Other phone owners
* Based on the phones that the respondents use the most
Brand impressions
Brand impressions
Apple has the strong images of good quality, luxurious and proud to have. Samsung is strong in
innovation. Among the others, Vinsmart have a positive image in innovative.
44%
49%
56% 57% 56%
28%
25%
24% 22% 21%
Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Apple (178)
Strongly agree Agree
Neutral Disagree
Strongly disagree
Q. What are the images that are applicable to each statement? (only among those who recognize the brands)
46% 46% 45% 42% 41%
31% 30% 29% 31%
25%Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Samsung (194)
Strongly agree Agree
Neutral Disagree
Strongly disagree
29% 29%
24% 26% 26%
28% 30%
25% 24%
19%
Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Oppo (78)
Strongly agree Agree
Neutral Disagree
Strongly disagree
27% 23% 24% 22% 25%
30%
27% 26% 25% 21%
Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Vsmart (17)
Strongly agree Agree
Neutral Disagree
Strongly disagree
24% 21% 24% 22% 19%
31%
27% 27%
26%
23%
Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Xiaomi (38)
Strongly agree Agree
Neutral Disagree
Strongly disagree
Brand impressions: User / non-user ratio
Apple has the lowest gap between users / non-users (Non-users have a good expectation for the
brand). Xiaomi has the biggest gap. Although users have the good impression in the products, non-
users do not recognize as users
78% 79%
87% 85% 81%
69% 72% 77% 76% 74%
9% 7% 9% 9% 6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
Apple (178)
Users Non-users Gap
Q. What are the images that are applicable to each statement? (only among those who recognize the brands)
86% 85% 85%
78% 79%
72% 70% 68% 70%
60%
14% 15% 17%
8%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
Samsung (194)
Users Non-users Gap
71% 74%
64% 65%
59%54% 56%
46% 47% 42%
17% 18% 18% 18% 17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
Oppo (78)
Users Non-users Gap
71% 71% 71%
53%
65%
57%
49% 49% 47% 45%
14%
22% 22%
6%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
VSmart (17)
Users Non-users Gap
87%
66%
82%
63% 63%
51% 47% 47% 46% 40%
36%
19%
34%
17%
23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
Xiaomi (38)
Users Non-users Gap
Respondent profile
Respondent profile (N=571)
Male, 51%
Female, 49%
Gender
Single, 49%
Married, no kids, 5%
Married, with
kids, 45%
Divorce /
Separated, 2% Age
HCM, 37%
Hanoi, 26%
City
18-23, 29%
24-29, 29%
30-39, 42%
Age
Q&Me – About Online Market Research Services
Our service
We offer the opportunity for you to understand Vietnamese consumers better
with technology, with the service brand name of Q&Me
Online market research Offline market research Field marketing app
Understand consumers quick
and deep with over 500K direct
Vietnamese panels.
Traditional market research
with technology, for better and
quicker data collections
Cloud-based solutions to ease
manual-based operations in the
field
Online market research - Audience
We have over 500,000 members nation-wide who are eager to share their
opinions. Our data provisions are quickest due to this vast direct panel system.
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
<9
10-14
15-19
20-24
25-2930-34
35-3940-44
45-49
50-
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City
Offline market research - Coverage
More than 300 well-educated fieldworkers nation-wide with the real-time
connections via our dedicated mobile app for higher quality data collections
HCM: 130
Can Tho: 40
Da Nang : 40
Hanoi : 70
Nha Trang : 20
Hai Phong : 10
Daklak : 10
Fieldworker deployment
Our advantage – Quick with quality
With combining the technology with the well-trained humane operations, Q&Me
provides several methods providing data with quality
Our quality score by SSI
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our customers
Food & Beverage
FMCG
Manufacturing
Technology
Finance Others
Retail
Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 6, Phuong Long Building, 506 Nguyen Dinh Chieu Street, Ward 4,
District 3, HCM City, Vietnam
Tel. +84 2839 100 043

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Vietnam smartphone popularity 2020

  • 1. Q&Me is online market research provided by Asia Plus Inc. Vietnam Smartphone popularity 2020 Asia Plus Inc.
  • 2. Overview This survey covers the brand popularity of the smartphones. Smartphone becomes the device of the information hub among Vietnamese, and they spend hours for the communication, media consumption and online purchases etc. The survey clarifies the brand popularity, reasons, satisfaction by the brand. This survey was conducted among 18 – 39 years old of 571 samples in December 2020.
  • 3. Respondent profile In order to have a certain figure and by a certain top brands, we have the quota to put iPhone user as 1/3 of the toral respondents. iPhone, 32% Samsung, 34% Oppo, 14% Xiaomi, 7% Vsmart, 3% Vivo, 3% Others, 8% Mobile phones that are used the most
  • 5. Mobile phone brand recognition Samsung, Apple has highest ownership. Traditional players such as Nokia or Sony recognition still remains as high. 96% 94% 86% 77% 65% 63% 63% 61% 51% 42% 37% Samsung Apple Oppo Nokia Sony Xiaomi Vivo Huawei Vsmart Realme BlackBerry Q. Which brands do you know as the manufacturer of mobile phone?
  • 6. Mobile phone brand top-of-mind Apple and Samsung are dominant. While iPhone has higher rate among the youth, Samsung is popular among 30 and above. Q. What brand comes up when you hear mobile phone? 46% 36% 9% 2% 2% 4% Apple Samsung Oppo Nokia Xiaomi others Total 51% 25% 52% 30% 39% 47% Apple Samsung Apple vs Samsung by ages Below 23 24-29 30 and above
  • 7. NPS iPhone has the highest NPS score followed by Samsung and Oppo. The other brands have the similar NPS. 6% 6% 14% 11% 13% 29% 24% 13% 31% 47% 44% 12% 70% 81% 55% 42% 44% 59% 64% 75% 41% 32% 31% 29% 0% 10% 20% 30% 40% 50% 60% 70% 80% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Samsung (183) Apple (167) Oppo (67) Xiaomi (34) Vivo (14) Vsmart (12) Detractors Passive Promoters NPS Q. How much would you like to recommend your smartphone to your friends or relatives?
  • 8. Reasons for satisfaction (by brand) Apple and Samsung has the similar demand although Apple has higher rate. Other brands attract the users by the affordable price and ease of use. High quality 78% High quality 56% Affordable price 66% Good brand 71% Good brand 55% Good camera 52% Good security 65% Good design 51% Ease of use 54% Good design 59% Ease of use 50% Long battery life 49% Good camera 57% Stability 49% Good design 54% Stability 57% Affordable price 50% Stability 48% Apple Oppo No.1 No.2 No.3 No.4 No.5 No.6 Q. What are the reasons for the positive / negative reasons? Affordable price 91% Affordable price 86% Ease of use 92% Ease of use 56% Ease of use 86% Good design 58% Stability 53% High quality 79% Affordable price 83% Good design 47% Long battery life 71% Good camera 58% Long battery life 47% Stability 64% High quality 58% High quality 44% Good design 64% Stability 50% Samsung Xiaomi VsmartVivo
  • 9. Reason for dissatisfaction 14% 13% 17% 19% 19% 36% 48% Others Not good design No durability High price Not good security Short battery life Overheating Overheating and short battery life are the two items that Vietnamese are not happy with Q. What are the reasons for the positive / negative reasons?
  • 10. Location to purchase 79% 27% 14% 10% 7% Electric chain store (including online) Local store EC platform From friends/ relatives Brand website / shops Electric chain has the dominant popularity. Q. Where did you buy the current smartphone?
  • 11. Brand they consider to buy the next Apple and Samsung are dominant. While Apple has higher popularity among youth, Samsung is rated higher among 30 and above Q. What are the smartphone brand that you consider to buy the most for the next purchase? 44% 29% 6% 6% 5% 9% Apple Samsung Vsmart Oppo Xiaomi Others Total 52% 22% 8% 7% 5% 6% 46% 27% 5% 4% 4% 14% 38% 36% 3% 6% 9% 8% Apple Samsung Xiaomi Oppo Vsmart Others Total Below 23 24-29 Above 29
  • 12. Ratio of those who consider to buy the same brand While 60% of Apple users wishes to buy iPhone as the next phone, Samsung is 43%. The other phone has much lower ratio, indicating the brand equity is lower than the others. Q. What are the smartphone brand that you consider to buy the most for the next purchase? 60% 43% 18% Apple phones owners Samsung phones owners Other phone owners * Based on the phones that the respondents use the most
  • 14. Brand impressions Apple has the strong images of good quality, luxurious and proud to have. Samsung is strong in innovation. Among the others, Vinsmart have a positive image in innovative. 44% 49% 56% 57% 56% 28% 25% 24% 22% 21% Innovative StylishG ood qualityLuxurious Proud to have Apple (178) Strongly agree Agree Neutral Disagree Strongly disagree Q. What are the images that are applicable to each statement? (only among those who recognize the brands) 46% 46% 45% 42% 41% 31% 30% 29% 31% 25%Innovative StylishG ood qualityLuxurious Proud to have Samsung (194) Strongly agree Agree Neutral Disagree Strongly disagree 29% 29% 24% 26% 26% 28% 30% 25% 24% 19% Innovative StylishG ood qualityLuxurious Proud to have Oppo (78) Strongly agree Agree Neutral Disagree Strongly disagree 27% 23% 24% 22% 25% 30% 27% 26% 25% 21% Innovative StylishG ood qualityLuxurious Proud to have Vsmart (17) Strongly agree Agree Neutral Disagree Strongly disagree 24% 21% 24% 22% 19% 31% 27% 27% 26% 23% Innovative StylishG ood qualityLuxurious Proud to have Xiaomi (38) Strongly agree Agree Neutral Disagree Strongly disagree
  • 15. Brand impressions: User / non-user ratio Apple has the lowest gap between users / non-users (Non-users have a good expectation for the brand). Xiaomi has the biggest gap. Although users have the good impression in the products, non- users do not recognize as users 78% 79% 87% 85% 81% 69% 72% 77% 76% 74% 9% 7% 9% 9% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Innovative Stylish Good quality Luxurious Proud to have Apple (178) Users Non-users Gap Q. What are the images that are applicable to each statement? (only among those who recognize the brands) 86% 85% 85% 78% 79% 72% 70% 68% 70% 60% 14% 15% 17% 8% 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Innovative Stylish Good quality Luxurious Proud to have Samsung (194) Users Non-users Gap 71% 74% 64% 65% 59%54% 56% 46% 47% 42% 17% 18% 18% 18% 17% 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Innovative Stylish Good quality Luxurious Proud to have Oppo (78) Users Non-users Gap 71% 71% 71% 53% 65% 57% 49% 49% 47% 45% 14% 22% 22% 6% 20% 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Innovative Stylish Good quality Luxurious Proud to have VSmart (17) Users Non-users Gap 87% 66% 82% 63% 63% 51% 47% 47% 46% 40% 36% 19% 34% 17% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Innovative Stylish Good quality Luxurious Proud to have Xiaomi (38) Users Non-users Gap
  • 17. Respondent profile (N=571) Male, 51% Female, 49% Gender Single, 49% Married, no kids, 5% Married, with kids, 45% Divorce / Separated, 2% Age HCM, 37% Hanoi, 26% City 18-23, 29% 24-29, 29% 30-39, 42% Age
  • 18. Q&Me – About Online Market Research Services
  • 19. Our service We offer the opportunity for you to understand Vietnamese consumers better with technology, with the service brand name of Q&Me Online market research Offline market research Field marketing app Understand consumers quick and deep with over 500K direct Vietnamese panels. Traditional market research with technology, for better and quicker data collections Cloud-based solutions to ease manual-based operations in the field
  • 20. Online market research - Audience We have over 500,000 members nation-wide who are eager to share their opinions. Our data provisions are quickest due to this vast direct panel system. 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% <9 10-14 15-19 20-24 25-2930-34 35-3940-44 45-49 50- Age 19% 18% 6% 4%3%3% 47% HCM Hanoi Can Tho Da Nang Hai Phong Dong Nhai Others 56% 44% Male Female Gender City
  • 21. Offline market research - Coverage More than 300 well-educated fieldworkers nation-wide with the real-time connections via our dedicated mobile app for higher quality data collections HCM: 130 Can Tho: 40 Da Nang : 40 Hanoi : 70 Nha Trang : 20 Hai Phong : 10 Daklak : 10 Fieldworker deployment
  • 22. Our advantage – Quick with quality With combining the technology with the well-trained humane operations, Q&Me provides several methods providing data with quality Our quality score by SSI FACT CONSISTENCY SCORE 97% THOUGHT CONSISTENCY SCORE 91% STRAIGHT-LINER/ FLAT- LINER SCORE 89% SPEEDERS SCORE 97% QUALITY CHECK SURVEY SPECIFICATION N (Sample size) 300 IR (Incident rate) 100% LOI (Lenght of Interview) 10 minutes Success Criteria Overral score of 80% or higher THE RESULTS Overal score 93.5% Average score in the industry 73% (*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
  • 23. Our customers Food & Beverage FMCG Manufacturing Technology Finance Others Retail
  • 24. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 6, Phuong Long Building, 506 Nguyen Dinh Chieu Street, Ward 4, District 3, HCM City, Vietnam Tel. +84 2839 100 043