A survey conducted in Vietnam in November 2014 revealed that 67% of smartphone users also own feature phones, with Samsung leading the market at 33% share. Users primarily engage in messaging, web browsing, and taking photos, while brand, pricing, and design significantly influence their purchasing decisions. Additionally, less than 18% of respondents have paid for apps, and most users spend between 50,000 to 100,000 VND monthly on mobile phone usage.

1. Your sub-title here
Smartphone Survey
Photo, Alarm and messaging are from smartphones
mainly

2. Survey information
• 539 people in Vietnam who has smart phones
• Conducted on Nov 2014

3. Executive Summary
• 2/3 of smartphone users have feature phone as well
• 46% use internet more than 3 hours / day, while no more
than 28% access same hours from smart phone
• For brands, Samsung tops with 33% share followed by
Nokia and apple
• Brand (53%), Pricing (52%) and Design (51%) are the
main consideration factors
• 50-100K are the most common spending for the monthly
phone usage
• Less than 18% of smart phone users have paid for app

4. Do you have only smartphones or both feature
phone and smartphones?
Feature phone
and smart
phone, 67%
Smartphone
only, 33%
2/3 of smartphone users have feature phone as well

5. How long do you use internet per day?
(overall, from smartphones)
25%
14%
15%
16%
16%
10%
4%
1%
0% 10% 20% 30%
More than 6 hours
4-6 hours
3-4 hours
2-3 hours
1-2 hours
30-60 minutes
Up to 30 minutes
I rarely use internet
9%
9%
10%
15%
23%
21%
13%
1%
0% 5% 10% 15% 20% 25%
more than 6 hours
4-6 hours
3-4 hours
2-3 hours
1-2 hours
30-60 minutes
Up to 30 minutes
I rarely use internet
46% use internet more than 3 hours / day, while no more than 28% access
same hours from smart phone
Internet Smart phone

6. What smartphones do you have?
33%
23%
22%
8%
8%
7%
7%
5%
3%
3%
4%
Samsung
Nokia
Apple
ASUS
HTC
Others
LG
Sony
OPPO
Lenovo
Others
0% 5% 10% 15% 20% 25% 30% 35% 40%
Samsung tops with 33% share followed by Nokia and apple

7. Why did you choose the brand?
53%
52%
51%
46%
28%
16%
12%
12%
6%
0% 10% 20% 30% 40% 50% 60%
Brand
Pricing
Design
OS
Hardware feature
Promotion
Friends recommendation
Reputation on review site
Shop staff recommendation
Brand (53%), Pricing (52%) and Design (51%) are the main consideration
factors

8. Why did you choose the brand? (by make)
0%
10%
20%
30%
40%
50%
60%
70%
80%
Apple
Samsung
Nokia
Nokia is for the price while apple is for brand

9. How much do you pay for mobile phone usage?
9%
15%
30%
17%
10%
8%
5%
2%
1%
1%
1%
2%
Up to 20,000 VND
20,000 - 50,000 VND
50,000 - 100,000 VND
100,000 - 150,000 VND
150,000 - 200,000 VND
200,000 - 250,000 VND
250,000 - 300,000 VND
300,000 VND - 350,000 VND
350,000 VND - 400,000 VND
400,000 VND - 450,000 VND
450,000 VND - 500,000 VND
From 500,000 VND
0% 5% 10% 15% 20% 25% 30% 35%
50-100K are the most common spending zone

10. What kind of activities do you do with smart phone?
36%
32%
31%
29%
25%
24%
19%
19%
19%
16%
14%
14%
13%
13%
10%
8%
50%
55%
51%
43%
35%
38%
57%
40%
28%
28%
19%
21%
30%
25%
11%
9%
7%
7%
9%
16%
17%
24%
9%
23%
19%
21%
16%
26%
19%
19%
18%
13%
1%
2%
4%
3%
7%
6%
3%
6%
8%
11%
7%
11%
9%
8%
10%
9%
0% 20% 40% 60% 80% 100%
Messaging
Telephone
Web browsing
Listening to music
Game
taking photo
Alarm
Watch video
Email
Read book
Check the blog
Check map
Check weather
Schedule management
Net shopping
Reserve restaurant
Several times / day Daily Several times / week Once / week

11. What activities do you use smartphones mainly?
41%
40%
35%
34%
29%
28%
26%
24%
22%
22%
21%
18%
17%
15%
12%
11%
37%
35%
31%
40%
32%
29%
25%
25%
28%
25%
25%
22%
19%
14%
16%
12%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Telephone
taking photo
Alarm
Messaging
Listening to music
Game
Watch video
Web browsing
Check map
Check weather
Read book
Schedule management
Email
Net shopping
Check the blog
Reserve restaurant
Only use smartphone Smart phone is the main tool

12. What activities do you use smartphones mainly?
(by make, the ratio of “only use smartphone”)
0%
10%
20%
30%
40%
50%
60%
Apple Samsung Nokia
Apple users tend to do things with smartphone only

13. Do you download paid applications?
Free app only,
80.10%
Download
both free and
paid, 17.30%
Do not
download app,
2.60%
Less than 18% of smart phone users have paid for app

14. What are the paid apps you have bought before?
31%
19%
19%
19%
11%
0% 5% 10% 15% 20% 25% 30% 35%
Game
Social networking
Music / Entertainment
Business related
Photo
Game is the top with 31%

15. How do you get the information about apps?
69%
31%
25%
25%
24%
15%
15%
14%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Google Play / App Store
Web search
Facebook ads
Facebook info (other than ads)
Recommended by friends / family
Mail magazine
Newspaper / Magazine
TV
Website banner
App stores are the most used information source

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