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Laptop use in Vietnam

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Vietnamese own a Dell laptop but desire a Sony Vaio.

Find more at:
http://www.di-onlinesurvey.com/

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Laptop use in Vietnam

  1. 1. VIETNAM LAPTOP MARKET CONSUMER REPORT BY DI-MARKETING (www.di-onlinesurvey.com) April, 2015
  2. 2. 1 SCOPE OF WORK  The competition in Vietnam Laptop market is becoming tougher and tougher day by day. This survey is conducted to find out which brand is dominating the market and answer the question is there any opportunity for new players  Methodology: Online survey  Fieldwork time: 3 days (04/04/2015 to 06/04/2015)  Sample size: N = 1,594  Geography: 5 key cities • Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho
  3. 3. 2 KEY FINDINGS • 8 in 10 Vietnamese internet population have a laptop • 3 most well – known laptop brands are Dell (86%), Asus (86%) and Acer (83%) • Majority people see the brands at electronics stores • Dell (23%), Asus (17%) and Sony Vaio (15%) are the leaders in laptop market • Good quality (66%), trusted brand (60%) and affordable price (59%) are 3 key factors for choosing a laptop • Vietnamese prefer 13-14 inch laptop • Web surfing (86%), working (82%) and entertaining (80%) are 3 main purposes for using a laptop • Vietnamese own a Dell but desire for a Sony Vaio
  4. 4. 3 DEMOGRAPHIC INFORMATION 3% 48% 24% 25% Under 18 18-25 26-30 Over 30 Age Gender 38% 62% Male Female 2% 2% 3% 17% 22% 55% Hai Phong Can Tho Da Nang Ha Noi Other Ho Chi Minh Living Place Occupation 2% 4% 4% 5% 9% 13% 30% 33% Factory Worker Housewife Others Job seeker/Retired Self-employed Engineer/Doctor/Teacher Student Officer N=1594
  5. 5. 4 NEARLY 80% VIETNAMESE OWN A LAPTOP Which products below do you own? Vietnamese is interested in high-tech products, such as smart-phone (82%), laptop (77%) and PC (57%) 1% 2% 11% 37% 39% 45% 57% 77% 82% None of these Other Play station MP3, MP4 Tablet Camera PC Laptop Smartphone Total N=1594 1% 1% 12% 40% 46% 53% 59% 79% 83% Ho Chi Minh 1% 1% 12% 35% 35% 37% 54% 72% 78% Ha Noi 2% 2% 9% 32% 30% 35% 54% 76% 81% Other
  6. 6. 5 3 MOST WELL – KNOWN LAPTOP BRANDS ARE DELL , ASUS AND ACER Which brands below are you aware of? 7% 66% 75% 79% 79% 80% 81% 83% 86% 86% Other Macbook Toshiba Lenovo Sony Vaio Samsung HP Acer Asus Dell Total N=1225 6% 69% 74% 76% 81% 79% 82% 84% 86% 87% Ho Chi Minh 7% 66% 80% 89% 84% 85% 87% 87% 89% 87% Ha Noi 7% 61% 73% 80% 73% 77% 77% 81% 84% 86% Other
  7. 7. 6 MAJORITY PEOPLE SEE THE BRANDS AT ELECTRONICS STORES How do you know those brands? 36% 39% 51% 58% 59% 60% 61% 61% 63% 78% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% OOH Recommended by salemans Facebook ads Online ads Friends/relatives suggestion See others use that brand Newspaper/Magazines ads Other TV ads See the brand at electronics store N= 1225 Salesman
  8. 8. 7 Which brands below are you aware of? What is your laptop brand ? DELL IS THE HIGHEST AWARENESS AS WELL AS BIGGEST MARKET SHARE 86% 86% 83% 81% 80% 79% 79% 75% 66% 7% 23% 17% 12% 13% 4% 15% 5% 5% 4% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Dell Asus Acer HP Samsung Sony Vaio Lenovo Toshiba Macbook Other N= 1225 Awareness Own
  9. 9. 8 What is your laptop brand ? DELL, ASUS AND SONY VAIO ARE THE LEADERS IN VIETNAM 0% 4% 4% 6% 5% 11% 10% 14% 21% 25% Student 1% 4% 4% 5% 5% 14% 12% 15% 15% 25% Officer 0% 3% 5% 4% 6% 8% 20% 18% 18% 19% Teacher/doctor/ engineer 1% 5% 5% 7% 5% 12% 15% 14% 15% 21% Other N=1225 1% 4% 4% 5% 5% 12% 13% 15% 17% 23% Other Macbook Samsung Toshiba Lenovo Acer HP Sony Vaio Asus Dell Total
  10. 10. 9 GOOD QUALITY, TRUSTED BRAND AND AFFORDABLE PRICE ARE 3 KEY REASONS FOR CHOOSING THE BRAND Why did you choose that brand? 17% 19% 20% 26% 28% 30% 34% 37% 42% 42% 47% 48% 49% 59% 60% 66% 0% 10% 20% 30% 40% 50% 60% 70% Have functions that other brands don't have Laptop is not hot after long time used Show off my class Good customer service Variety of model for choosing Long life battery Other Many people use that brand Small & lightweight suit for job Good after sell service Strong technical inside (RAM, Processor) Well-know brand Fashionable Affordable price Trusted brand Good quality N= 1225
  11. 11. 10 DELL IS CHOSEN BECAUSE OF GOOD QUALITY, WHILE ASUS AFFORDABLE PRICE Why did you choose that brand? ASUSDELL 14% 14% 17% 19% 22% 26% 29% 33% 37% 38% 45% 49% 53% 60% 65% 71% 0% 20% 40% 60% 80% Have unique functions Show off my class Laptop is not hot after using Good customer service Variety of model for choosing Other Suit for job Long life battery Fashionable Good after sell service Many people use that brand Well-know brand Strong technical inside Affordable price Trusted brand Good quality N= 285 11% 17% 26% 26% 31% 35% 36% 40% 40% 48% 49% 50% 52% 58% 62% 76% 0% 20% 40% 60% 80% 100% Show off my class Have unique functions Long life battery Laptop is not hot after using Good customer service Variety of model for choosing Other Many people use that brand Well-know brand Strong technical inside Good after sell service Suit for job Trusted brand Fashionable Good quality Affordable price N= 211
  12. 12. 11 Why did you choose that brand? HPSONY VAIO SONY VAIO = GOOD QUALITY & FASHIONABLE, HP = AFFORDABLE PRICE Sony Vaio is also evaluated as fashionable 24% 29% 29% 33% 36% 36% 42% 43% 47% 48% 55% 56% 71% 73% 76% 77% 0% 50% 100% Have unique functions Affordable price Laptop is not hot after using Variety of model for choosing Many people use that brand Good customer service Long life battery Other Suit for job Show off my class Good after sell service Strong technical inside Well-know brand Fashionable Trusted brand Good quality N= 182 18% 19% 19% 29% 30% 36% 38% 40% 42% 43% 45% 49% 51% 65% 67% 71% 0% 20% 40% 60% 80% Laptop is not hot after using Have unique functions Show off my class Good customer service Long life battery Other Variety of model for choosing Many people use that brand Suit for job Fashionable Good after sell service Strong technical inside Well-know brand Good quality Trusted brand Affordable price N= 159
  13. 13. 12 HALF OF VIETNAMESE PREFER 13-14 INCH LAPTOP What is your laptop screen’s size? 3% 46% 43% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Under 13 inch 13 - 14 inch 15 - 16 inch Over 16 inch N= 1225
  14. 14. 13 WEB SURFING, WORKING AND ENTERTAINING ARE 3 MAIN PURPOSES FOR USING LAPTOP What are your main purposes for using laptop? People from under 18 to 25 use laptop mainly for studying and entertaining 86% 79% 87% 86% 83%82% 50% 76% 90% 87% 80% 86% 86% 79% 70% 74% 82% 88% 71% 49% 59% 61% 65% 56% 51% 6% 4% 6% 7% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 N=1225 Web surfing, facebook Working Entertaining Study Playing game Other
  15. 15. 14 Is there anything with your laptop make you feel unsatisfied? OFTEN TURN HOT, QUICKLY RUN OUT OF BATTERY AND LOW SPEED ARE 3 MAIN PROBLEMS OF LAPTOP 5% 5% 10% 12% 14% 15% 18% 18% 20% 26% 36% 44% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Other Cannot recharge the battery Blurrry screen Inefficient keyboard After working a long time, it has noise Wifi error None Computer often freezes Low RAM usage Low speed Quickly run out of battery Often turn hot N= 1225
  16. 16. 15 Is there anything with your laptop make you feel unsatisfied? DELL (heating seems to be a serious problem) ASUS (battery is key) DELL OFTEN TURN HOT WHILE ASUS QUICKLY RUN OUT OF BATTERY 7% 9% 12% 13% 14% 15% 15% 19% 20% 28% 31% 54% 0% 10% 20% 30% 40% 50% 60% Cannot recharge the battery Other Blurrry screen Inefficient keyboard Wifi error Noisy None Low RAM usage Computer often freezes Low speed Quickly run out of battery Often turn hot N= 285 4% 5% 12% 12% 16% 16% 17% 20% 25% 29% 39% 42% 0% 10% 20% 30% 40% 50% Cannot recharge the battery Other Blurrry screen Inefficient keyboard Wifi error None Noisy Computer often freezes Low RAM usage Low speed Often turn hot Quickly run out of battery N= 211
  17. 17. 16 Is there anything with your laptop make you feel unsatisfied? SONY VAIO HP Surprisingly, more than 1/4 people feel happy with Sony Vaio laptop 1/5 people feel unsatisfied with HP because of its low RAM usage BOTH SONY VAIO AND HP ARE COMPLAINED BECAUSE THEIR LAPTOP OFTEN TURN HOT AND QUICKLY RUN OUT OF BATTERY 3% 4% 7% 8% 12% 15% 18% 19% 25% 26% 32% 38% 0% 10% 20% 30% 40% Other Cannot recharge the battery Blurrry screen Inefficient keyboard Noisy Computer often freezes Wifi error Low RAM usage Low speed None Quickly run out of battery Often turn hot N= 182 3% 7% 8% 9% 11% 13% 16% 20% 22% 23% 36% 46% 0% 10% 20% 30% 40% 50% Other Inefficient keyboard Cannot recharge the battery Blurrry screen Wifi error After working a long time, it has… Computer often freezes None Low speed Low RAM usage Quickly run out of battery Often turn hot N= 159
  18. 18. 17 MOST USERS FEEL SATISFIED WITH THEIR CURRENT LAPTOP In general, how satisfied do you feel about your laptop ? Although Dell and Asus has the most users among those brands, Macbook and Sony Vaio are the brands make users happy the most when using. 15% 7% 13% 14% 10% 9% 28% 19% 28% 14% 13% 48% 51% 54% 47% 52% 43% 42% 34% 47% 45% 38% 33% 38% 31% 36% 34% 42% 26% 40% 23% 38% 38% 3% 3% 2% 2% 4% 5% 2% 6% 2% 3% 0% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% N = 1225 Not satisfied at all Not satisfied Neutral Satisfied Very satisfied
  19. 19. 18 MORE THAN A HALF OF USERS SPEND FROM $400 TO $700 FOR BUYING A LAPTOP How much did you spend for buying your laptop? 6% 3% 5% 1% 6% 10% 13% 8% 13% 2% 13% 22% 29% 31% 31% 14% 37% 30% 30% 39% 36% 31% 28% 22% 12% 13% 10% 27% 12% 6% 4% 4% 3% 13% 2% 2% 4% 2% 1% 10% 1% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Dell Asus Sony Vaio HP Other N=1225 Over $950 From $850 - under $950 From $700 - under $850 From $550 - under $700 From $400 - under $550 From $300 - under $400 From $200 - under $300 Under $200
  20. 20. 19 NEARLY A THIRD OF PEOPLE BUY LAPTOP AT FAMOUS LAPTOP STORES Surprisingly, people under 18 often buy laptop at electronics store chains (36%) while people over 30 tend to trust in other famous laptop store (33%) Where did you buy your laptop? 27% 11% 27% 25% 33% 26% 36% 27% 25% 25% 23% 18% 24% 23% 24% 17% 21% 17% 21% 12% 7% 14% 6% 7% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 N= 1225 Other Stores I know Electronics Center Electronics store chains Famous laptop stores (Phong Vu, Hoang Long) Electronics store chains such as FPT shop, The Gioi Di Dong, Vien Thong A Electronics center like Nguyen Kim, Cho Lon, Tran Anh
  21. 21. 20 How long have you used your laptop? MORE THAN A HALF OF VIETNAMESE USED LAPTOP FOR MORE THAN 2 YEARS 2% 5% 12% 22% 30% 23% 7% 0% 5% 10% 15% 20% 25% 30% 35% 1-3 months 4-6 months From 7 months - under 1 year From 1 - under 2 years From 2- under 3 years 3-5 years Over 5 years N= 1225
  22. 22. 21 If you change your laptop, which brand do you choose? SONY VAIO IS THE MOST DESIRED BRAND, FOLLOWING BY MACBOOK & DELL 3% 7% 2% 3% 4%3% 4% 3% 4% 2%4% 4% 4% 3% 4% 5% 0% 5% 4% 6% 6% 7% 5% 4% 8% 10% 18% 12% 10% 5% 16% 14% 14% 21% 13% 25% 36% 28% 23% 21% 28% 11% 26% 27% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 N= 1225 Sony Vio Macbook Dell Asus HP Acer Samsung Toshiba Lenovo I don't know Other Macbook: appeal more to the youth Sony Vaio: tend to attract older people Dell: mostly attract 26-30 group, who are likely office workers
  23. 23. 22 CONTACT US • Japan & Taiwan: o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam: o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 • Thailand: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing) o Email: woon.k@di-mktg.com o Contact number: +66 092-282 7992
  24. 24. 23 CONTACT US • Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Hendry Pratama (Manager - DI Marketing) o Email: pratama.hendry@dreamincubator.com.sg o Contact number: +65 6671 9290 | +65 8518 3870 • India: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654
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