Laptop market in Thailand

THAILAND LAPTOP MARKET
CONSUMER REPORT
BY DI-MARKETING (www.di-onlinesurvey.com)
August, 2015

1
SCOPE OF WORK
 The competition in Thailand 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: 11 days (05/08/2015 to 15/08/2015)
 Sample size: N = 724
 Geography: Nationwide

2
KEY FINDINGS
• 3 most well–known laptop brands are Samsung, Acer and Lenovo
• Acer is the leader in Thailand with 24% market share, followed by Asus 16%
• Point of sale and facebook ad are main sources of brand awareness
• Quality, price & trusted brand are key factors for choosing a laptop
• Often freezes, turn hot and battery life are main problems of laptop
• Thai prefer 13-14 inch laptop
• Macbook has highest users’ satisfaction and loyalty
• Macbook is also the most desired brand of Thai
• 61% spend from $440 - $735 for buying a laptop

3
VIETNAM VS. THAILAND
• Most well-known brand: Dell
• Leader of market: Dell
• Main source of brand awareness:
point of sales
• Key criteria for choosing a brand:
price
• Prefer 13-14 inch laptop
• Spend $400 - $700 for buying a
laptop
• The most desired brand: Sony Vaio
• Most well-known brand: Samsung
• Leader of market: Acer
• Main source of brand awareness:
Point of sale and facebook ad
• Key criteria for choosing a brand:
quality
• Prefer 13-14 inch laptop
• Spend $440 - $735 for buying a
laptop
• The most desired brand: Macbook

4
DEMOGRAPHIC INFORMATION
Age Gender
Living Place Occupation
N=724
24%
38%
10%
27%
Under 18
18-25
26-30
Over 30
18%
82%
Male
Female
54%
46%
Others
Bangkok
1%
2%
2%
4%
5%
8%
27%
52%
Factory Worker
Housewife
Job seeker/Retired
Engineer/Doctor/Teacher
Self-employed
Others
Officer
Student

5
NEARLY 80% OWN A LAPTOP
Which products below do you own?
N=724
7%
9%
21%
37%
43%
50%
78%
84%
Others
PSP
Mp3/MP4
Tablet
Camera
PC
Laptop
Smartphone
Total
15%
7%
13%
27%
31%
47%
66%
73%
Under 18
4%
9%
23%
32%
41%
46%
87%
90%
18-25
4%
13%
24%
39%
49%
55%
81%
85%
26-30
4%
10%
25%
51%
55%
55%
77%
86%
Over 30

6
16%
63%
69%
70%
71%
76%
77%
81%
83%
92%
Other
Sony Vaio
Dell
Toshiba
Macbook
HP
Asus
Lenovo
Acer
Samsung
Total
25%
50%
44%
63%
59%
60%
61%
73%
72%
87%
Under 18
17%
66%
75%
70%
79%
80%
84%
85%
89%
95%
18-25
13%
57%
73%
73%
68%
77%
76%
75%
81%
88%
26-30
8%
71%
80%
75%
74%
82%
81%
86%
86%
92%
Over 30
SAMSUNG, ACER AND LENOVO ARE TOP3 MOST WELL-KNOWN
BRANDS IN THAILAND
Which brands below are you aware of?
N=567

7
ELECTRONICS CENTER AND FACEBOOK AD ARE MAIN SOURCES
OF BRAND AWARENESS
How do you know those brands?
14%
49%
51%
60%
61%
65%
68%
71%
74%
Sales person introduce
the brand to me
Newspaper/Magazine ad
Friends/relatives
recommend the brand
Out-door ad
Online ads
See others use tha brand
TV ads
Facebook ad
See the brand at
electronics center/store
Total
12%
40%
56%
58%
60%
66%
66%
67%
68%
Under 18
13%
47%
57%
63%
67%
76%
68%
76%
79%
18-25
16%
51%
33%
55%
51%
56%
57%
68%
73%
26-30
15%
60%
45%
61%
59%
53%
73%
70%
73%
Over 30
N=567

8
2%
5%
5%
6%
9%
10%
11%
12%
16%
24%
Sony Vaio
Other
Toshiba
HP
Samsung
Dell
Macbook
Lenovo
Asus
Acer
Total
1%
11%
5%
7%
9%
6%
5%
11%
16%
28%
Under 18
2%
3%
3%
5%
11%
11%
13%
12%
18%
22%
18-25
0%
0%
8%
8%
7%
10%
20%
10%
18%
20%
26-30
3%
5%
7%
7%
7%
12%
9%
13%
13%
24%
Over 30
What is your laptop brand ?
ACER, ASUS AND LENOVO ARE THE LEADERS IN THAILAND
N=567
Macbook is used the most by 26-30 age group

9
SAMSUNG GAINS HIGHEST BRAND AWARENESS,
HOWEVER; ACER LEADS THE MARKET WITH BIGGEST SHARE
N=567
92%
83%
81%
77% 76%
71% 70% 69%
63%
16%
9%
24%
12%
16%
6%
11%
5%
10%
2%
5%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Samsung Acer Lenovo Asus HP Macbook Toshiba Dell Sony Vaio Others
Awareness Usage

10
ACER, ASUS AND LENOVO ARE PENETRATING LAPTOP MARKET
N=567
Samsung
Acer
Lenovo
Asus
HP
Macbook
Toshiba
Dell
Sony Vaio
Usage
Awareness
High
High
Low
Low

11
GOOD QUALITY, AFFORDABLE PRICE & TRUSTED BRAND ARE 3
KEY REASONS FOR CHOOSING THE BRAND
Why did you choose that brand?
12%
12%
13%
19%
20%
21%
22%
24%
24%
32%
33%
39%
49%
53%
54%
Have functions that other brands don't have
Show off may class
Laptop is not hot after long time used
Good customer service
Variety of model for choosing
Good after sell service
Long life battery
Many people use that brand
Small & lightweight suit for job
Strong technical inside (RAM, Processor)
Fashionable
Well-know brand
Trusted brand
Affordable price
Good quality
Total
N=567

12
ASUS IS CHOSEN BECAUSE OF GOOD QUALITY AND
FASHIONABLE, WHILE ACER IS AFFORDABLE PRICE
ASUSACER
6%
3%
8%
15%
22%
13%
20%
31%
19%
22%
16%
50%
46%
60%
49%
Have functions that other brands…
Show off may class
Long life battery
Strong technical inside (RAM,…
Fashionable
Well-know brand
Trusted brand
Affordable price
Good quality
N=134
8%
10%
19%
20%
27%
23%
26%
29%
27%
41%
45%
40%
57%
58%
60%
Show off may class
Long life battery
Fashionable
Well-know brand
Trusted brand
Affordable price
Good quality
N=93

13
52%
48%
26%
31%
11%
28%
25%
30%
49%
49%
67%
48%
69%
10%
80%
Show off may class
Long life battery
Fashionable
Well-know brand
Trusted brand
Affordable price
Good quality
N=61
9%
6%
16%
15%
22%
13%
25%
21%
25%
41%
25%
28%
46%
71%
59%
Show off may class
Long life battery
Fashionable
Well-know brand
Trusted brand
Affordable price
Good quality
N=68
MACBOOKLENOVO
MACBOOK = GOOD QUALITY, FASHIONABLE, UNIQUE FUNCTIONS
LENOVO = AFFORDABLE PRICE

14
6%
14%
8%
18%
27%
18%
18%
10%
31%
25%
49%
31%
37%
55%
35%
Show off may class
Long life battery
Fashionable
Well-know brand
Trusted brand
Affordable price
Good quality
N=51
7%
9%
9%
33%
14%
49%
23%
18%
12%
35%
14%
39%
46%
46%
65%
Show off may class
Long life battery
Fashionable
Well-know brand
Trusted brand
Affordable price
Good quality
N=57
SAMSUNGDELL
DELL = GOOD QUALITY & GOOD AFTER SELL SERVICE,
SAMSUNG = AFFORDABLE PRICE & FASHIONABLE

15
84% USERS FEEL SATISFIED WITH THEIR CURRENT LAPTOP
In general, how do you feel about your laptop ?
Macbook has highest top box user’s satisfaction level while lowest for Toshiba
4% 5%
6% 6% 2% 4% 3%
7%
12%
5%
10%
10%
6%
5%
18%
11%
14%
53%
39%
45%
49% 61% 64%
52%
64%
72%
31%
56%
40%
34%
27% 27% 26%
22%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Macbook Asus Lenovo Samsung Dell Acer HP Toshiba
Very satisfied
Satisfied
Neutral
Dissatisfied
Very dissatisfied
N=567

16
7% USERS ARE LOYAL WITH THEIR CURRENT LAPTOP BRAND
What is your usage intention toward your current brand?
Surprisingly, 1/4 Macbook users are loyal with the brand
15%
8% 7%
14% 11%
28%
10%
16%
19%
22%
26%
21% 24%
17%
29% 22%
25%
32%
28%
33%
34%
30%
31% 43%
43% 28%
23%
33%
26% 24%
29%
19%
13% 16%
25%
7%
25%
7% 7% 6% 6% 4% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Macbook Dell Toshiba Asus HP Lenovo Samsung Acer
This is the only brand that
I use
I will prioritize to use that
brand
I will continute use that
brand but will try other
brands in future
I will use that brand in
parallel with other brands
I will switch to other
brands
N=567

17
In general, how do you feel about your laptop What is your
usage intention toward your current brand?
MACBOOK LEAVES OTHER PLAYERS BEHIND AWAY IN TERM OF
CUSTOMERS’ SATISFACTION AND LOYALTY
N=567
Loyalty
Satisfaction
Low
Low High
High
Macbook
DellToshiba
Asus
HP
Lenovo Samsung
Acer

18
75% USERS ARE WILLING TO RECOMMEND THEIR LAPTOP BRAND
TO OTHERS
What is your ability to recommend your current laptop brand to others?
Half of Macbook users will recommend the brand to others definitely
3% 3% 4% 2% 3% 6%
3% 0%
22%
10%
14%
25%
21% 18%
26%
25% 28%
45%
38%
45%
37% 44% 51%
44% 53% 55%
30%
51%
37%
33% 32%
26% 24%
19% 17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Macbook Asus Samsung Dell Lenovo Acer HP Toshiba
Will recommend
definitely
Will recommend
Either recommend or
not
Will not recommend
Will not recommend
definitely
N=567

19
Is there anything with your laptop make you feel unsatisfied?
OFTEN FREEZE, QUICKLY RUN OUT OF BATTERY AND TURN HOT
ARE 3 MAIN PROBLEMS OF LAPTOP
24%
12%
4%
5%
6%
6%
9%
18%
23%
28%
30%
30%
None
Other
Blurrry screen
Cannot recharge the battery
Inefficient keyboard
After working a long time, it has noise
Wifi error
Low RAM usage
Low speed
Often turn hot
Quickly run out of battery
Computer often freezes
Total
N=567

20
32%
7%
3%
2%
7%
4%
5%
17%
28%
34%
34%
28%
None
Other
Blurrry screen
Wifi error
Low RAM usage
Low speed
Often turn hot
N=134
20%
13%
4%
6%
5%
12%
12%
19%
27%
31%
29%
33%
None
Other
Blurrry screen
Wifi error
Low RAM usage
Low speed
Often turn hot
N=93
ACER ASUS
ACER QUICKLY RUN OUT OF BATTERY AND OFTEN TURN HOT
ASUS OFTEN FREEZES

21
36%
18%
3%
0%
7%
5%
2%
8%
10%
18%
20%
30%
None
Other
Blurrry screen
Wifi error
Low RAM usage
Low speed
Often turn hot
N=61
28%
9%
4%
6%
0%
7%
16%
16%
16%
22%
29%
25%
None
Other
Blurrry screen
Wifi error
Low RAM usage
Low speed
Often turn hot
N=68
LENOVO MACBOOK
BATTERY SEEM TO BE A PROBLEM OF LENOVO WHILE
MACBOOK IS REPORTED OFTEN FREEZE

22
24%
8%
8%
10%
6%
8%
10%
29%
29%
24%
41%
33%
None
Other
Blurrry screen
Wifi error
Low RAM usage
Low speed
Often turn hot
N=51
18%
18%
5%
4%
12%
0%
9%
12%
26%
25%
25%
23%
None
Other
Blurrry screen
Wifi error
Low RAM usage
Low speed
Often turn hot
N=57
DELL SAMSUNG
DELL IS COMPLAINED FOR LOW SPEED
SAMSUNG HAS PROBLEM WITH BATTERY LIFE

23
MORE THAN HALF OF USERS PREFER 13-14 INCH LAPTOP
What is your laptop screen’s size?
4% 6%
0%
3%
7% 6%
3% 3%
56% 51% 61% 54%
52%
58%
55%
56%
41%
35% 41%
29%
34% 33% 37%
35% 39%
52%
5%
1%
10% 9% 8%
5% 4% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Acer Asus Lenovo Macbook Dell Samsung HP Toshiba
Over 16 inch
15 - 16 inch
13 - 14 inch
Under 13 inch
N=567

24
WORKING, WEB SURFING, 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 for studying more
86%
81%
87%
85%
90%
74% 74%
76%
69%
73%
69%
74% 72%
62% 62%60%
84%
80%
46%
17%
47%
57%
49%
43%
39%
14%
29%
13%
3%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
To work Web suffing, facebook To entertain (listening music, watching movies) To study To play game Others
N=567

25
61% OF USERS SPEND FROM $440 TO $735 FOR BUYING A
LAPTOP
How much did you spend for buying your laptop?
4%
1%
1%
25%
0% 0% 3% 3%
3%
2% 3%
15%
0% 0%
3% 0%
5%
1%
3%
10%
8%
7%
0%
3% 7%
12%
4%
12%
12%
11%
30%
8%
8%
28%
25%
23%
31% 16%
21%
42%
31%
25%
14%
36%
49%
37%
43%
13% 16%
43%
44%
31%
15%
21%
14% 15%
7% 5%
18%
14%
17%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Acer Asus Lenovo Macbook Dell Samsung HP Toshiba
Under 440 USD
440 USD - 590 USD
590 USD - 735 USD
735 USD - 880 USD
880 USD - 1,030 USD
1,030 USD - 1,140 USD
Over 1,140 USD
N=567
1/4 Macbook users spend over $1,140 for buying laptop

26
DEPARTMENT STORE AND BIG ELECTRONICS CENTER ARE MAIN
PLACE FOR BUYING LAPTOP IN THAILAND
Where did you buy your laptop?
11%
8%
12% 11% 13%
12% 21% 13%
3%
8%
38% 30% 34%
48%
46%
39% 42% 41% 38%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Department Store (Central,
The Mall, Robinson)
Big electronics center
(Fortune town, Zeer Rangsit)
Stores I know
Others
N=567

27
How long have you used your laptop?
1/4 USERS HAVE USED THEIR LAPTOP FOR MORE THAN 5 YEARS
3%
7%
3%
4%
9%
2%
5%
7%
12%
6% 5%
5%
16%
18%
18%
8% 14%
24%
23%
26%
28%
20%
22%
15%
25%
21%
25%
25%
16%
20%
33% 35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Over 5 years
3-5 years
From 2- under 3 years
From 1 - under 2 years
From 7 months - under 1 year
4-6 months
1-3 months
N=567

28
If you change your laptop, which brand do you choose?
MACBOOK IS THE MOST DESIRED BRAND, FOLLOWING BY DELL
AND ASUS
14% 13% 16% 20%
10%
2% 3%
2%
3% 2%
2%
7%
4% 4% 3%
2%
5%
4% 2% 2%
7% 9%7% 9% 9%
5%
5%
9% 9%
10% 3%
9%
9%
14%
6%
3%
12%
11%
11%
12% 20%
8%
12%
12%
11%
16% 12%
25%
21%
30%
21% 22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Grand Total Under 18 18-25 26-30 Over 30
Macbook
Dell
Asus
Acer
Lenovo
Samsung
Toshiba
HP
Sony Vaio
Others
I don't
know
14% 13% 13% 13% 11%
19% 16% 17% 17%
2% 3%
3%
1% 3%
4% 8% 3%
4%
6%
4%
28%
7%
4%
1%
4%
4%
6%
28%
7%
9%
4%
1%
3%
31%
3%
9%
9%
4%
34%
3%
8%
8%
9%
28%
2%
1%
2%
6%
6%
14%11%
8%
38%
9%
5%
5%
2%
8%
7%12%
4%
17% 6%
7%
53%
4% 8%
0%
25% 22%
18%
24%
64%
16% 18% 14%
28%
Macbook
Dell
Asus
Acer
Lenovo
Samsung
Toshiba
HP
Sony Vaio
Others
I don't know
N=567

29
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

30
CONTACT US
• Singapore, Indonesia, Malaysia:
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 Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

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