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June 2014
DI-MARKETING
VIETNAMESE CONSUMERS BEHAVIOR
STUDY ABOUT SMARTPHONE TREND
1
MAJORITY ARE USING MORE THEN 2 CELLPHONE
What is your current occupation?
How many cellphone are you using right now?
57...
2
MAJORITY OF HAVE AT LEAST 1 SMARTPHONE
38%
30%
40% 42%
35% 36%
58%
40%
29%
17%
10% 7%
15%
18%
9%
10%
33%
52% 50% 51% 51%...
3
SAMSUNG IS VERY STRONG IN SECONDARY STUDENT SEGMENT,
NOKIA IN STUDENT, AND IPHONE IN HOUSEWIFE & OFFICE WORKER
What is y...
4
SMARTPHONE MARKET IS STILL DOMINATED BY AFFORDABLE RANGE,
WHICH MEANS LOTS OF ROOMS FOR HIGH RANGE PRODUCT LINES
How muc...
5
LARGER RETAILERS CHAIN TAKE BIGGER ADVANTAGES
NEXT POSITION IS ONLINE CHANNEL
Where do you buy your smartphone?
Large
re...
6
QUALITY AND FUNCTIONS OF PRODUCTS AFFECT
CONSUMER CHOICE THE MOST
Why did you use that brand?
2%
20%
34%
62%
76%
0% 10% ...
7
FACEBOOK IS SUPRISINGLY THE MOST-USED ACTIVITY
What is your current occupation?
What do you use your phone for?
USAGE PU...
8
OFFICE WORKERS AND STUDENTS SPEND
HIGHEST TIME ON THEIR PHONE
What is your current occupation?
How long do you use your ...
9
64% SPEND MORE THAN 1 HOURS/DAY FOR WEB SURFING
What is your current occupation?
How long do you use your SP in a day (f...
10
FOR APPS, 52% SPEND MORE THAN 1 HOURS, A BIT LESS THAN
WEB SURFING
What is your current occupation?
How long do you use...
11
3G PENETRATION IS VERY HIGH – 82%, SHOWING A LUCRATIVE
MARKET FOR MOBILE SERVICES
What is your current occupation?
Are ...
12
ON AVERAGE, MAJORITY SPEND MORE THAN $10/MONTH
OFFICE WORKERS ARE TOP SPENDERS
What is your current occupation?
How muc...
13
THE HIGHER INCOME TEND TO SPEND MORE ON MOBILE FEES
How much is your monthly phone expenditure? (including all service ...
14
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. ...
15
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Cont...
16
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Smartphone penetration in Vietnam

Smartphone is no longer a high-end product of Vietnamese

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

Smartphone penetration in Vietnam

  1. 1. June 2014 DI-MARKETING VIETNAMESE CONSUMERS BEHAVIOR STUDY ABOUT SMARTPHONE TREND
  2. 2. 1 MAJORITY ARE USING MORE THEN 2 CELLPHONE What is your current occupation? How many cellphone are you using right now? 57% 65% 48% 39% 55% 54% 35% 46% 43% 30% 45% 54% 40% 40% 56% 47% 0% 5% 4% 5% 5% 4% 6% 5% 0% 0% 3% 2% 0% 3% 3% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Secondary students Hischool students University students Office workers Factory workers Housewife Others Grand Total More than 3 3 2 1 CELL-PHONE OWNERSHIP N=1357
  3. 3. 2 MAJORITY OF HAVE AT LEAST 1 SMARTPHONE 38% 30% 40% 42% 35% 36% 58% 40% 29% 17% 10% 7% 15% 18% 9% 10% 33% 52% 50% 51% 51% 46% 33% 49% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Secondary students Hischool students University students Office workers Factory workers Housewife Others Grand Total Smart phones Feature phones Both What is your current occupation? What kind of cellphone are you using right now? SMART-PHONE VS. FEATURE PHONE N=1357
  4. 4. 3 SAMSUNG IS VERY STRONG IN SECONDARY STUDENT SEGMENT, NOKIA IN STUDENT, AND IPHONE IN HOUSEWIFE & OFFICE WORKER What is your current occupation? What is your Smartphone brand? TOP SMART-PHONE BRANDS 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Total Secondary students Hischool students University students Office workers Factory workers Housewife ́ Samsung ́ NOKIA ́ Iphone ́ HTC ́ LG ́ Sony ́ Sky Mobile ́ Qmobile ́ Lenovo ́ Oppo Mobile Others (8 brands) N=1357
  5. 5. 4 SMARTPHONE MARKET IS STILL DOMINATED BY AFFORDABLE RANGE, WHICH MEANS LOTS OF ROOMS FOR HIGH RANGE PRODUCT LINES How much does your smartphone cost? Middle range (26%) High Range (8%) Affordable Range (61%) POPULAR SMART-PHONE PRICE SEGMENTS 6% 32% 23% 13% 13% 8% 3% 0% 0% 5% 10% 15% 20% 25% 30% 35% Less than 2.000.000VNĐ 2,000,000VNĐ ~ 3,999,000VNĐ 4,000,000VNĐ ~ 5,999,000VNĐ 6,000,000VNĐ ~ 7,999,000VNĐ 8,000,000VNĐ ~ 11,999,000VNĐ 12,000,000VNĐ ~ 15,999,000VNĐ 16,000,000VNĐ ~ 19,999,000VNĐ More than 20,000,000VNĐ N=1357
  6. 6. 5 LARGER RETAILERS CHAIN TAKE BIGGER ADVANTAGES NEXT POSITION IS ONLINE CHANNEL Where do you buy your smartphone? Large retailers Middle retailers Apple’s retailers PURCHASE LOCATIONS 0% 0% 0% 1% 2% 2% 3% 3% 5% 5% 6% 11% 12% 13% 13% 34% 0% 5% 10% 15% 20% 25% 30% 35% 40% Small mobilephone shops Others ́ Mac center ́ Icenter ́ Mai Nguyen ́ Thiên Hòa ́ Chợ Lớn ́ Bạch Long mobile ́ Hnam Mobile Dien May ́ Viettel Shop ́ Viễn Thông A ́ FPT Shop ́ Nguyễn Kim ́ Mua online trên internet The Gioi Di Dong N=1357
  7. 7. 6 QUALITY AND FUNCTIONS OF PRODUCTS AFFECT CONSUMER CHOICE THE MOST Why did you use that brand? 2% 20% 34% 62% 76% 0% 10% 20% 30% 40% 50% 60% 70% 80% Others Friends' recommendation The brand images Reasonable prices Quality and functions PURCHASE REASONS N=1357
  8. 8. 7 FACEBOOK IS SUPRISINGLY THE MOST-USED ACTIVITY What is your current occupation? What do you use your phone for? USAGE PURPOSES 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Students Office workers Factory workers Housewife Others ́ Facebook Phone calls Text messages Music Read news Office work (check email, word, excel) Watch video Offline games Online game Online shopping N=1357
  9. 9. 8 OFFICE WORKERS AND STUDENTS SPEND HIGHEST TIME ON THEIR PHONE What is your current occupation? How long do you use your SP in a day (for calling)? 14% 43% 39% 13% 16% 18% 17% 46% 14% 33% 33% 47% 30% 33% 14% 0% 6% 26% 16% 11% 17% 11% 14% 12% 12% 10% 26% 18% 14% 29% 9% 15% 12% 15% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Factory workers Secondary students Hischool students Office workers Housewife University students Grand Total More than 2 hours 1 ~ 2 hours 31~ Less than 60 minutes 10 ~30 minutes Less than 10 minutes Low High Middle SMART-PHONE USAGE TIME N=1357
  10. 10. 9 64% SPEND MORE THAN 1 HOURS/DAY FOR WEB SURFING What is your current occupation? How long do you use your SP in a day (for browsing the web)? WEB-SURFING PERIOD BETWEEN OCCUPATIONS 31% 41% 46% 43% 12% 36% 47% 40% 29% 25% 50% 42% 16% 11% 14% 10% 19% 14% 6% 8% 11% 22% 19% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Student Office workers Factory workers Housewife Others Grand Total More than 5 hours 3 ~ 5 hours 1 ~ 3 hours Less than 1 hours N=1357
  11. 11. 10 FOR APPS, 52% SPEND MORE THAN 1 HOURS, A BIT LESS THAN WEB SURFING What is your current occupation? How long do you use your SP in a day (for for using the apps)? APPS USAGE PERIOD 48% 37% 9% 6% 0% 10% 20% 30% 40% 50% 60% Less than 1 hours 1 ~ 3 hours 3 ~ 5 hours More than 5 hours N=1357
  12. 12. 11 3G PENETRATION IS VERY HIGH – 82%, SHOWING A LUCRATIVE MARKET FOR MOBILE SERVICES What is your current occupation? Are you using 3G?? 68% 70% 72% 84% 85% 82% 32% 30% 28% 16% 15% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Factory workers Housewife Others Học sinh, sinh viên Office workers Grand Total No Yes 3G PENETRATION BY OCCUPATIONS N=1357
  13. 13. 12 ON AVERAGE, MAJORITY SPEND MORE THAN $10/MONTH OFFICE WORKERS ARE TOP SPENDERS What is your current occupation? How much is your monthly phone expenditure? (including all service charges) 17% 8% 25% 22% 15% 14% 34% 22% 29% 24% 23% 29% 40% 38% 14% 25% 27% 37% 6% 24% 29% 22% 31% 16% 2% 5% 0% 8% 4% 3% 1% 1% 4% 0% 0% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Students Office workers Factory workers Housewife Others Grand Total More than 800,000VNĐ 399,000VNĐ ~ 799,000VNĐ 200,000VNĐ ~ 399,000VNĐ 100,000VNĐ ~199,000VNĐ 50,000 ~ 99,000VNĐ Less than 50,000VNĐ MONTHLY MOBILE EXPENDITURE BY OCCUPATIONS
  14. 14. 13 THE HIGHER INCOME TEND TO SPEND MORE ON MOBILE FEES How much is your monthly phone expenditure? (including all service charges)How much is your monthly income (including yours and family support, if any)? 18% 23% 16% 6% 5% 8% 42% 30% 32% 31% 25% 27% 27% 38% 35% 36% 38% 33% 11% 8% 13% 21% 25% 21% 1% 1% 3% 5% 5% 8% 1% 0% 0% 1% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% More than 800,000VNĐ 399,000VNĐ ~ 799,000VNĐ 200,000VNĐ ~ 399,000VNĐ 100,000VNĐ ~199,000VNĐ 50,000 ~ 99,000VNĐ Less than 50,000VNĐ HOW INCOME EFFECT EXPENDITURE N=1357
  15. 15. 14 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
  16. 16. 15 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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