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SMARTPHONE USAGE BEHAVIOR IN VIETNAM

A study on smartphone usage behavior in Vietnam surveyed 1,680 respondents, revealing that Samsung (48%), iPhone (21%), and Sony (6%) are the most used brands. Key findings include high overall satisfaction (86%) among users, with common buying factors being battery life, RAM, and internal memory. The survey highlighted a significant online presence for brand awareness, primarily through TV ads, point of sale, and Facebook ads.

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STUDY ABOUT SMARTPHONE USAGE BEHAVIOR IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) Jul, 2017
1 SURVEY DESIGN  This survey was conducted to study about Smartphone Usage Behavior in Vietnam  Methodology: Online survey  Fieldwork time: 5 days (10/07/2017 – 14/07/2017)  Sample size: N = 1680  Geography: Nationwide
2 RESPONDENTS SELECTION Respondents of this survey had to be qualified below criteria  Age : From 24 years old and above  Gender : Both Female and Male  Usage : Smartphone
3 KEY FINDINGS 1) Awareness and Usage • Overall, Samsung (92%), iPhone (82%), Oppo (75%) are top 3 well-known smartphone brands in Vietnam • Samsung (48%), iPhone (21%), Sony (6%) are top 3 used smartphone in Vietnam • TV ads, point of sale and Facebook ads are top 3 channels to leverage the brand awareness of smartphone • 55% are owning from 2 smartphones and above 2) Usage Behaviors • The retail chain (FPT, thegioididong, etc.) is the most popular channel to buy a smartphone • Battery life, RAM and internal memory are top 3 reasons for buying their current smartphone • Surf the social network, call/ text SMS and take a picture are top 3 used functions on smartphone • 7pm – 9pm are the period of time using smartphone most often • On average, smartphone users spend 4.62 hours on smartphone every day 3) Actual Satisfaction & Future Purchase Intention • 86% are satisfied with their current smartphone brand • Poor battery, inability to resist water and usually shaking situation are top 3 unsatisfied things • 16% are loyal to their current smartphone brand • On average, smartphone users are willing to spend $368 buying a smartphone • 58% intend to buy Samsung brand in the next one year
4 N = 1680 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 3% 3% 8% 21% 65% Over 45 41-45 36-40 31-35 24-30 44% 56% Female Male 39% 3% 3% 4% 20% 31% Other Hai Phong Can Tho Da Nang Ha Noi Ho Chi Minh 14% 2% 3% 5% 8% 14% 15% 40% Other Job seeker / Retired Housewife Student Worker Self-employed Engineer / Doctor / Teacher Office Worker
5 1) Awareness and Usage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
6 OVERALL, SAMSUNG (92%), IPHONE (82%), OPPO (75%) ARE TOP 3 WELL-KNOWN SMARTPHONE BRANDS IN VIETNAM Which smartphone brands do you know in the following? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 9% 11% 14% 16% 21% 43% 45% 48% 51% 58% 59% 68% 68% 68% 74% 75% 82% 92% 0% 50% 100% Other WING Obi Pantech WIKO Q-Mobile Vivo Xiaomi Huawei Asus Lenovo LG HTC Nokia - Microsoft Sony Oppo Iphone Samsung Total 9% 12% 15% 16% 23% 45% 49% 52% 54% 63% 62% 70% 71% 71% 76% 78% 83% 93% 0% 50% 100% 24-30 9% 9% 15% 16% 18% 41% 42% 41% 46% 52% 56% 65% 64% 66% 74% 74% 82% 91% 0% 50% 100% 31-35 11% 11% 13% 17% 19% 34% 35% 39% 42% 48% 51% 59% 60% 60% 65% 65% 75% 89% 0% 50% 100% Over 35 Sony is less well-known in over 25 group than other younger groups
7 Which smartphone brands do you know in the following? (Comparison by Gender) N = 1680 N = 940 N = 740 Xiaomi is more popular in male than female 9% 11% 14% 16% 21% 43% 45% 48% 51% 58% 59% 68% 68% 68% 74% 75% 82% 92% 0% 20% 40% 60% 80% 100% Other WING Obi Pantech WIKO Q-Mobile Vivo Xiaomi Huawei Asus Lenovo LG HTC Nokia - Microsoft Sony Oppo Iphone Samsung Total 11% 14% 19% 22% 25% 40% 43% 53% 50% 59% 57% 66% 65% 66% 71% 69% 80% 91% 0% 20% 40% 60% 80% 100% Male 7% 8% 9% 8% 17% 47% 49% 42% 52% 58% 61% 70% 71% 71% 77% 83% 85% 94% 0% 20% 40% 60% 80% 100% Female OVERALL, SAMSUNG (92%), IPHONE (82%), OPPO (75%) ARE TOP 3 WELL-KNOWN SMARTPHONE BRANDS IN VIETNAM
8 TV ADS, POINT OF SALE AND FACEBOOK ADS ARE TOP 3 CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE Through which source/ channel do you know about phone brands? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 Over 35 age group less know about smartphone brand through smartphone application than other younger groups 9% 23% 41% 53% 56% 61% 63% 64% 67% 69% 75% 0% 50% 100% Other SMS, Email Advertisement Smartphone applications, eg. viber, zalo, etc. Billboards outdoors, indoors Ads from newspaper, magazine print Ads from websites, forums (except Facebook) Friend / relative introduction Seeing other people using that brand Facebook ads See at the phone store TV ads Total 8% 22% 43% 54% 57% 64% 63% 65% 69% 71% 77% 0% 50% 100% 24-30 8% 25% 43% 54% 56% 60% 64% 62% 65% 69% 78% 0% 50% 100% 31-35 13% 20% 30% 47% 51% 51% 60% 56% 61% 61% 65% 0% 50% 100% Over 35
9 Through which source/ channel do you know about phone brands? (Comparison by Gender) N = 1680 N = 940 N = 740 Female know about smartphone brands through word of mouth and billboards outdoors/ indoors than male 9% 23% 41% 53% 56% 61% 63% 64% 67% 69% 75% 0% 50% 100% Other SMS, Email Advertisement Smartphone applications, eg. viber, zalo, etc. Billboards outdoors, indoors Ads from newspaper, magazine print Ads from websites, forums (except Facebook) Friend / relative introduction Seeing other people using that brand Facebook ads See at the phone store TV ads Total 10% 21% 41% 49% 58% 63% 57% 60% 66% 65% 71% 0% 50% 100% Male 7% 24% 42% 59% 54% 59% 71% 69% 68% 75% 81% 0% 50% 100% Female TV ADS, POINT OF SALE AND FACEBOOK ADS ARE TOP 3 CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE
10 55% ARE OWNING FROM 2 SMARTPHONES AND ABOVE How many smartphones do you own? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 6% 5% 5% 10% 9% 8% 10% 9% 41% 39% 45% 43% 45% 47% 40% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 1 2 3 Over 3 6% 8% 4% 9% 9% 8% 41% 41% 41% 45% 42% 48% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female 1 2 3 Over 3 N = 1680 N = 940 N = 740
11 SAMSUNG (48%), IPHONE (21%), SONY (6%) ARE TOP 3 MOST-USED SMARTPHONE IN VIETNAM Which smartphone do you use most often? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 3% 0% 0% 0% 0% 0% 1% 1% 1% 2% 2% 2% 2% 3% 5% 6% 21% 48% 0% 50% 100% Other WING Vivo Q-Mobile Obi WIKO Pantech Huawei HTC LG Asus Lenovo Xiaomi Nokia - Microsoft Oppo Sony Iphone Samsung Total 2% 0% 0% 0% 0% 0% 1% 1% 1% 1% 3% 3% 3% 3% 5% 6% 22% 48% 0% 50% 100% 24-30 2% 0% 0% 0% 0% 1% 0% 1% 1% 2% 1% 3% 2% 3% 8% 7% 23% 46% 0% 50% 100% 31-35 5% 0% 0% 0% 0% 1% 1% 2% 3% 2% 2% 1% 2% 6% 3% 6% 14% 50% 0% 50% 100% Over 35
12 Which smartphone do you use most often? (Comparison by Gender) N = 1680 N = 940 N = 740 3% 0% 0% 0% 0% 0% 1% 1% 1% 2% 2% 2% 2% 3% 5% 6% 21% 48% 0% 20% 40% 60% 80% 100% Other WING Vivo Q-Mobile Obi WIKO Pantech Huawei HTC LG Asus Lenovo Xiaomi Nokia - Microsoft Oppo Sony Iphone Samsung Total 3% 0% 0% 0% 1% 0% 1% 1% 1% 2% 3% 2% 3% 4% 5% 7% 19% 48% 0% 20% 40% 60% 80% 100% Male 2% 0% 0% 0% 0% 0% 0% 2% 1% 2% 2% 2% 1% 3% 7% 5% 23% 48% 0% 20% 40% 60% 80% 100% Female SAMSUNG (48%), IPHONE (21%), SONY (6%) ARE TOP 3 MOST-USED SMARTPHONE IN VIETNAM
13 10% 11% 8% 6% 14% 12% 16% 21% 14% 13% 17% 15% 20% 21% 15% 19% 42% 43% 44% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Samsung Galaxy J (1, 2,3,5,7) Samsung Galaxy S (1,2,3,4,5,6,7,7 Edge, 8.8 +) Samsung Galaxy A (3,5,7,9) Samsung Galaxy Note (1,2,3,4,5,6,7) Other Samsung series 10% 9% 10% 14% 17% 10% 14% 13% 15% 20% 25% 13% 42% 35% 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Samsung Galaxy J (1, 2,3,5,7) Samsung Galaxy S (1,2,3,4,5,6,7,7 Edge, 8.8 +) Samsung Galaxy A (3,5,7,9) Samsung Galaxy Note (1,2,3,4,5,6,7) Other Samsung series AMONG SAMSUNG USERS, GALAXY J IS THE MOST USED LINE (42%) Which Samsung phone are you using most often? (Comparison by Gender Group & Age Group) N = 807* N = 527 N = 161 N = 119 Male use Galaxy S line more than female N = 807* N = 454 N = 353 * Who chose “Samsung” in Q:” Which smartphone do you use most often?”
14 AMONG SAMSUNG GALAXY S LINE USERS GALAXY S7 EDGE, S6 AND S7 ARE TOP MOST USED PRODUCTS If you are using the Samsung Galaxy S line, the product you use most often is: (Comparison by Age Group) N = 158* N = 111 N = 24 N = 23 Over 35 use Galaxy S4 more than other younger age groups 1% 3% 4% 4% 8% 10% 10% 19% 20% 21% 0% 50% 100% Samsung Galaxy S1 Samsung Galaxy S2 Samsung Galaxy S8 Plus Samsung Galaxy S8 Samsung Galaxy S3 Samsung Galaxy S5 Samsung Galaxy S4 Samsung Galaxy S7 Samsung Galaxy S6 Samsung Galaxy S7 Edge Total 2% 3% 5% 5% 6% 9% 7% 19% 23% 22% 0% 50% 100% 24-30 0% 4% 8% 4% 13% 13% 13% 13% 13% 21% 0% 50% 100% 31-35 0% 0% 0% 0% 9% 13% 22% 26% 13% 17% 0% 50% 100% Over 35 * Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?”
15 If you are using the Samsung Galaxy S line, the product you use most often is: (Comparison by Gender) N = 158* N = 112 N = 46 Female use Galaxy S5 more than male 1% 3% 4% 4% 8% 10% 10% 19% 20% 21% 0% 20% 40% 60% 80% 100% Samsung Galaxy S1 Samsung Galaxy S2 Samsung Galaxy S8 Plus Samsung Galaxy S8 Samsung Galaxy S3 Samsung Galaxy S5 Samsung Galaxy S4 Samsung Galaxy S7 Samsung Galaxy S6 Samsung Galaxy S7 Edge Total 0% 3% 5% 4% 7% 7% 11% 19% 22% 21% 0% 20% 40% 60% 80% 100% Male 4% 2% 2% 4% 9% 17% 9% 20% 13% 20% 0% 20% 40% 60% 80% 100% Female AMONG SAMSUNG GALAXY S LINE USERS GALAXY S7 EDGE, S6 AND S7 ARE TOP MOST USED PRODUCTS * Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?”
16 Which iPhone are you using most often? (Comparison by Age Group) N = 351* N = 239 N = 79 N = 33 Over 35 group use iPhone 6 Plus and iPhone 4S more than other younger groups 0% 0% 1% 4% 5% 5% 7% 7% 8% 9% 14% 14% 26% 0% 50% 100% IPhone 3GS IPhone 3G IPhone 5C IPhone 4 IPhone 7 IPhone 7 Plus IPhone 4S IPhone 6 Plus IPhone 6S Plus IPhone 6S IPhone 6 IPhone 5 IPhone 5S Total 0% 0% 1% 3% 5% 6% 5% 7% 8% 9% 13% 15% 27% 0% 50% 100% 24-30 0% 0% 0% 5% 5% 5% 6% 11% 3% 13% 14% 11% 27% 0% 50% 100% 31-35 0% 0% 0% 6% 3% 3% 18% 0% 18% 6% 18% 12% 15% 0% 50% 100% Over 35 AMONG IPHONE USERS IPHONE 5, 5S AND 6 ARE TOP MOST USED PRODUCTS * Who chose “iPhone” in Q:” Which smartphone do you use most often?”
17 Which iPhone are you using most often? (Comparison by Gender) N = 351* N = 179 N = 172 0% 0% 1% 4% 5% 5% 7% 7% 8% 9% 14% 14% 26% 0% 20% 40% 60% 80% 100% IPhone 3GS IPhone 3G IPhone 5C IPhone 4 IPhone 7 IPhone 7 Plus IPhone 4S IPhone 6 Plus IPhone 6S Plus IPhone 6S IPhone 6 IPhone 5 IPhone 5S Total 0% 0% 1% 3% 6% 7% 7% 7% 8% 8% 13% 13% 28% 0% 20% 40% 60% 80% 100% Male 0% 1% 1% 5% 5% 4% 6% 8% 7% 10% 15% 15% 23% 0% 20% 40% 60% 80% 100% Female AMONG IPHONE USERS IPHONE 5, 5S AND 6 ARE TOP MOST USED PRODUCTS * Who chose “iPhone” in Q:” Which smartphone do you use most often?”
18 2% 2% 3% 0% 8% 7% 8% 12% 22% 22% 20% 30% 27% 27% 28% 24% 41% 42% 42% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 16GB 32GB 64GB 128GB 256GB 2% 3% 1% 8% 7% 9% 22% 23% 22% 27% 21% 33% 41% 47% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female 16GB 32GB 64GB 128GB 256GB How much internal memory capacity of your current iPhone? (Comparison by Gender Group & Age Group) N = 351* N = 239 N = 79 N = 33 Female use 32GB internal memory capacity more than Male N = 351 N = 179 N = 172 AMONG IPHONE USERS 16GB ARE THE MOST POPULAR INTERNAL MEMORY CAPACITY * Who chose “iPhone” in Q:” Which smartphone do you use most often?”
19 1) Awareness and Usage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
20 THE RETAIL CHAIN IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE Where do you often buy smartphone? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 5% 13% 16% 21% 74% 0% 50% 100% Other Small retail stores Specialized stores of portable phones Electric appliance supermarket (Nguyen Kim, Cho Lon , ..) The retail chain (thegioididong, FPT, ..) Total 5% 13% 17% 21% 74% 0% 50% 100% 24-30 5% 12% 15% 21% 73% 0% 50% 100% 31-35 9% 13% 14% 20% 73% 0% 50% 100% Over 35
21 Where do you often buy smartphone? (Comparison by Gender) N = 1680 N = 940 N = 740 Male buy smartphone at specialized stores of portable phones more than female 5% 13% 16% 21% 74% 0% 50% 100% Other Small retail stores Specialized stores of portable phones Electric appliance supermarket (Nguyen Kim, Cho Lon , ..) The retail chain (thegioididong, FPT, ..) Total 5% 16% 19% 20% 73% 0% 50% 100% Male 5% 10% 12% 22% 75% 0% 50% 100% Female THE RETAIL CHAIN IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE
22 What hardware information are you interested in when buying a smartphone? (Comparison by Top 3 Brands) N = 1680 N = 807 N = 351 Samsung = Battery + RAM + Internal Memory/ iPhone = Battery + Screen Resolution + Touch Function/ Sony = Battery Capacity +Screen Solution + Screen Size 1% 5% 26% 38% 39% 54% 58% 61% 61% 63% 64% 66% 72% 80% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Front camera resolution (Mega pixel) Touch function Screen size (inch) Back camera resolution (Mega pixel) CPU (microprocessor) Screen resolution (HD, Full HD, 2K, 4K ..) Internal memory (ROM) RAM Battery capacity (battery life) Total 0% 5% 29% 41% 45% 55% 56% 62% 62% 66% 68% 71% 78% 80% 0% 50% 100% Samsung 2% 4% 26% 33% 23% 53% 63% 55% 58% 54% 61% 54% 55% 73% 0% 50% 100% Iphone 0% 10% 31% 38% 40% 46% 59% 69% 61% 63% 67% 66% 76% 83% 0% 50% 100% Sony N = 103 BATTERY CAPACITY, RAM AND INTERNAL MEMORY ARE TOP 3 REASONS FOR BUYING THEIR CURRENT SMARTPHONE
23 1% 8% 29% 35% 46% 54% 60% 62% 60% 60% 64% 64% 69% 80% 0% 50% 100% 31-35 1% 5% 26% 38% 39% 54% 58% 61% 61% 63% 64% 66% 72% 80% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Front camera resolution (Mega pixel) Touch function Screen size (inch) Back camera resolution (Mega pixel) CPU (microprocessor) Screen resolution (HD, Full HD, 2K, 4K, etc.) Internal memory (ROM) RAM Battery capacity (battery life) Total 1% 5% 26% 40% 37% 55% 58% 61% 63% 63% 64% 67% 74% 80% 0% 50% 100% 24-30 1% 4% 24% 33% 44% 47% 53% 58% 52% 63% 64% 63% 69% 79% 0% 50% 100% Over 35 BATTERY CAPACITY, RAM AND INTERNAL MEMORY ARE TOP 3 REASONS FOR BUYING THEIR CURRENT SMARTPHONE Why did you buy your current smartphone brand? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236
24 Why did you buy your current smartphone brand? (Comparison by Gender) N = 1680 N = 940 N = 740 Male more care about CPU and Graphic Chip more than female 1% 5% 26% 38% 39% 54% 58% 61% 61% 63% 64% 66% 72% 80% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Front camera resolution (Mega pixel) Touch function Screen size (inch) Back camera resolution (Mega pixel) CPU (microprocessor) Screen resolution (HD, Full HD, 2K, 4K, etc.) Internal memory (ROM) RAM Battery capacity (battery life) Total 1% 6% 29% 49% 37% 46% 53% 59% 58% 72% 67% 66% 79% 79% 0% 50% 100% Male 1% 4% 23% 24% 43% 63% 64% 62% 65% 50% 61% 65% 64% 81% 0% 50% 100% Female BATTERY CAPACITY, RAM AND INTERNAL MEMORY ARE TOP 3 REASONS FOR BUYING THEIR CURRENT SMARTPHONE
25 SURF THE SOCIAL NETWORK, CALL/ TEXT SMS AND TAKE A PICTURE ARE TOP 3 USED FUNCTIONS ON SMARTPHONE Which functions do you use most frequently in your current smartphone? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 24-30 group listen to music/ watch movies on smartphone more frequently than other older groups 6% 21% 38% 39% 50% 54% 59% 61% 64% 69% 73% 75% 75% 89% 0% 50% 100% Other Health check Read books / Take notes / Look up dictionary Electronic banking services Shopping online View map directions Call / Text SMS (charge fee) Play games Check the email Listen to music, watch movies Surf the Internet Take a picture Call / Text SMS (free via Viber, Zalo, Messenger, etc.) Surf the social network (Facebook, Zalo, etc.) Total 5% 20% 38% 38% 49% 53% 59% 64% 61% 73% 74% 76% 77% 89% 0% 50% 100% 24-30 6% 23% 40% 42% 52% 56% 59% 57% 70% 62% 73% 75% 75% 89% 0% 50% 100% 31-35 7% 21% 36% 39% 50% 54% 54% 49% 65% 61% 69% 69% 70% 85% 0% 50% 100% Over 35
26 Which functions do you use most frequently in your current smartphone? (Comparison by Gender) N = 1680 N = 940 N = 740 Male play games on smartphone more frequently than female 6% 21% 38% 39% 50% 54% 59% 61% 64% 69% 73% 75% 75% 89% 0% 50% 100% Other Health check Read books / Take notes / Look up dictionary Electronic banking services Shopping online View map directions Call / Text SMS (charge fee) Play games Check the email Listen to music, watch movies Surf the Internet Take a picture Call / Text SMS (free via Viber, Zalo, Messenger, etc.) Surf the social network (Facebook, Zalo, etc.) Total 7% 21% 36% 40% 47% 55% 58% 67% 60% 68% 71% 69% 71% 87% 0% 50% 100% Male 5% 21% 41% 37% 54% 52% 59% 53% 69% 70% 75% 82% 80% 91% 0% 50% 100% Female SURF THE SOCIAL NETWORK, CALL/ TEXT SMS AND TAKE A PICTURE ARE TOP 3 USED FUNCTIONS ON SMARTPHONE
27 2% 1% 2% 3% 5% 5% 7% 6% 18% 17% 19% 21% 29% 29% 28% 31% 21% 22% 16% 23% 25% 26% 28% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Immediately Within 5 minutes Within 15 minutes Within 1 hour Within 2-3 hours More than 3 hours later 2% 2% 2% 5% 4% 6% 18% 19% 17% 29% 32% 25% 21% 22% 20% 25% 21% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Immediately Within 5 minutes Within 15 minutes Within 1 hour Within 2-3 hours More than 3 hours later Counted from your waking up, how long will you hold and use the smartphone? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 Female have the habit of taking smartphone immediately when waking up more than Male N = 1680 N = 940 N = 740 25% WILL HOLD AND USE THE SMARTPHONE IMMEDIATELY AS SOON AS WAKING UP
28 28% WILL SLEEP RIGHT AWAY AFTER USING SMARTPHONE On average, how long would it be from the last time you used your smartphone to the time you slept? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 Over 35 group just sleep after 1 hour more than other younger groups 1% 4% 15% 25% 14% 13% 28% 0% 50% 100% More than 3 hours later After 2-3 hours After 1 hour After 15 minutes After 10 minutes After 5 minutes Sleep right away after using my smartphone Total 1% 4% 15% 23% 15% 14% 29% 0% 50% 100% 24-30 2% 5% 12% 28% 13% 9% 31% 0% 50% 100% 31-35 3% 6% 20% 28% 11% 11% 22% 0% 50% 100% Over 35
29 On average, how long would it be from the last time you used your smartphone to the time you slept? (Comparison by Gender) N = 1680 N = 940 N = 740 1% 4% 15% 25% 14% 13% 28% 0% 50% 100% More than 3 hours later After 2-3 hours After 1 hour After 15 minutes After 10 minutes After 5 minutes Sleep right away after using my smartphone Total 2% 4% 15% 27% 14% 11% 26% 0% 50% 100% Male 1% 4% 14% 22% 13% 14% 31% 0% 50% 100% Female 28% WILL SLEEP RIGHT AWAY AFTER USING SMARTPHONE
30 2% 17% 29% 5% 2% 3% 9% 11% 9% 4% 5% 5% 0% 50% 100% 23h-1h… 21h-23h 19h-21h 17h-19h 15h-17h 13h-15h 11h-13h 9h-11h 7h-9h 5h-7h 3h-5h 1h-3h Total 2% 18% 31% 5% 2% 3% 9% 10% 9% 3% 5% 4% 0% 50% 100% 24-30 3% 13% 25% 5% 3% 5% 9% 12% 11% 4% 5% 5% 0% 50% 100% 31-35 1% 16% 27% 4% 3% 4% 8% 13% 8% 5% 4% 6% 0% 50% 100% Over 35 7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN What time period do you use smartphone most often? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236
31 2% 17% 29% 5% 2% 3% 9% 11% 9% 4% 5% 5% 0% 20% 40% 60% 80% 100% 23h-1h… 21h-23h 19h-21h 17h-19h 15h-17h 13h-15h 11h-13h 9h-11h 7h-9h 5h-7h 3h-5h 1h-3h Total 2% 15% 29% 5% 3% 2% 9% 10% 10% 4% 6% 5% 0% 20% 40% 60% 80% 100% Male 2% 19% 29% 4% 1% 5% 9% 11% 8% 3% 4% 5% 0% 20% 40% 60% 80% 100% Female What time period do you use smartphone most often? (Comparison by Gender) N = 1680 N = 940 N = 740 7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN
32 4% 4% 3% 5% 5% 5% 5% 4% 8% 8% 9% 6% 17% 18% 14% 16% 37% 38% 34% 32% 28% 25% 33% 34% 2% 1% 3% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Under 1 hour From 1 to 3 hours Over 3 - 5 hours Over 5 - 7 hours Over 7 - 9 hours Over 9 - 11 hours Over 11 hours 4% 4% 5% 5% 4% 5% 8% 7% 9% 17% 17% 16% 37% 37% 36% 28% 29% 26% 2% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Under 1 hour From 1 to 3 hours Over 3 - 5 hours Over 5 - 7 hours Over 7 - 9 hours Over 9 - 11 hours Over 11 hours Counted from your waking up, how long will you hold and use the smartphone? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 24-30 group spend more time on smartphone than other older groups While female spend more time on smartphone than male N = 1680 N = 940 N = 740 ON AVERAGE, PEOPLE SPEND 4.62 HRS ON SMARTPHONE EVERY DAY Weighted Average Time Weighted Average Time 4.62 hrs 4.74 hrs 4.41 hrs 4.37 hrs 4.62 hrs 4.49 hrs 4.78 hrs
33 1) Awareness and Usage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
34 2% 2% 6% 12% 7% 10% 15% 48% 48% 49% 49% 38% 44% 39% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung Iphone Sony Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 12% 12% 13% 48% 47% 49% 38% 39% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 86% ARE SATISFIED WITH THEIR CURRENT SMARTPHONE BRAND (4.21 SCORES OUT OF 5) What is your level of satisfaction with your most-often used smartphone? (Comparison by Top 3 Brands & Gender Group) N = 1680 N = 807 N = 351 N = 103 N = 1680 N = 940 N = 740 Weighted Average Score Weighted Average Score 4.21 4.35 4.25 4.05 4.21 4.24 4.18 Samsung owns the highest satisfaction among top 3 brands
35 Is there anything that you are not satisfied about the phone you are using? (Comparison by Top 3 Brands) N = 240* N = 41 N = 21 Samsung = Inability to resist water + Usually shaking situation + Rapid falling value on the market/ iPhone = Poor battery + Inability to resist water + Rapid falling value on the market/ Sony = Rapid falling value on the market + Poor battery + High heat generator 4% 2% 6% 10% 10% 13% 14% 18% 23% 25% 28% 34% 35% 36% 38% 38% 44% 0% 50% 100% I am completely satisfied Other Poor product quality Product design is not diversified Poor warranty Insensitive touch point Weak connection Small and bad-sound speakers No 4G support Poor camera shooting No fingerprint security Rapid falling value on the market High heat generator Less/ limited memory Usually in hanging, shaking situation Inability to resist water, dust Poor battery Total 5% 0% 5% 10% 6% 11% 11% 16% 10% 22% 33% 35% 33% 33% 41% 41% 33% 0% 50% 100% Samsung 2% 0% 2% 7% 7% 5% 10% 12% 22% 10% 20% 37% 32% 34% 24% 41% 51% 0% 50% 100% Iphone 0% 0% 10% 5% 14% 33% 19% 14% 10% 10% 33% 57% 43% 29% 38% 33% 52% 0% 50% 100% Sony N = 63 POOR BATTERY, INABILITY TO RESIST WATER AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?”
36 POOR BATTERY, INABILITY TO RESIST WATER AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS Is there anything that you are not satisfied about the phone you are using? (Comparison by Age Group) N = 240 N = 163 N = 39 N = 38 Over 35 group are more unsatisfied with No 4G Support than other younger groups 2% 4% 6% 10% 10% 13% 14% 18% 23% 25% 28% 34% 35% 36% 38% 38% 44% 0% 50% 100% Other I am completely satisfied Poor product quality Product design is not diversified Poor warranty Insensitive touch point Weak connection Small and bad-sound speakers No 4G support Poor camera shooting No fingerprint security Rapid falling value on the market High heat generator Less/ limited memory Usually in hanging, shaking situation Inability to resist water, dust Poor battery Total 1% 4% 4% 11% 11% 12% 13% 19% 22% 26% 29% 34% 36% 39% 37% 39% 45% 0% 50% 100% 24-30 3% 5% 8% 5% 8% 18% 10% 8% 18% 15% 28% 33% 28% 26% 44% 38% 44% 0% 50% 100% 31-35 3% 3% 13% 11% 8% 11% 18% 26% 32% 29% 21% 34% 39% 34% 39% 34% 37% 0% 50% 100% Over 35 * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?”
37 Is there anything that you are not satisfied about the phone you are using? (Comparison by Gender) N = 240 N = 127 N = 113 Female are more unsatisfied with Less/ Limited Memory and Poor Camera Shooting than Male 2% 4% 6% 10% 10% 13% 14% 18% 23% 25% 28% 34% 35% 36% 38% 38% 44% 0% 50% 100% Other I am completely satisfied Poor product quality Product design is not diversified Poor warranty Insensitive touch point Weak connection Small and bad-sound speakers No 4G support Poor camera shooting No fingerprint security Rapid falling value on the market High heat generator Less/ limited memory Usually in hanging, shaking situation Inability to resist water, dust Poor battery Total 1% 6% 6% 11% 10% 9% 16% 17% 26% 19% 31% 34% 39% 31% 36% 38% 43% 0% 50% 100% Male 3% 1% 5% 9% 10% 17% 12% 20% 19% 32% 23% 34% 31% 42% 41% 39% 44% 0% 50% 100% Female POOR BATTERY, INABILITY TO RESIST WATER AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?”
38 10% 1% 7% 21% 37% 26% 43% 53% 37% 50% 34% 18% 16% 22% 16% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung Iphone Sony I use only this brand smartphone I will prioritize using this smartphone brand I will use this smartphone brand in parallel with other brands I will change to another brand smartphone 10% 10% 10% 37% 38% 36% 37% 35% 39% 16% 16% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female I use only this brand smartphone I will prioritize using this smartphone brand I will use this smartphone brand in parallel with other brands I will change to another brand smartphone 16% ARE LOYAL TO THEIR CURRENT SMARTPHONE BRAND What is the intention to continue using your current smartphone in the future? (Comparison by Top 3 Brands & Age Group) N = 1680 N = 807 N = 351 N = 103 Samsung owns the highest loyalty among top 3 brands N = 1680 N = 940 N = 740
39 58% INTEND TO BUY SAMSUNG BRAND IN THE NEXT ONE YEAR Do you have plan to buy a new smartphone on next year ? If yes, which phone brand will be your choice? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 24-30 age group intend to buy iPhone brand in the next one year more than other older groups 7% 0% 0% 1% 1% 1% 1% 1% 1% 1% 2% 3% 4% 21% 58% 0% 50% 100% I have no need to change my smartphone Yes, Motorola Yes, Obi Yes, Lenovo Yes, Huawei Yes, HTC Yes, Nokia - Microsoft Yes, LG Yes, Asus Yes, Other Yes, Xiaomi Yes, Sony Yes, Oppo Yes, iPhone Yes, Samsung Total 6% 0% 0% 0% 1% 1% 1% 1% 1% 1% 2% 3% 3% 24% 57% 0% 50% 100% 24-30 7% 0% 0% 1% 1% 1% 1% 1% 0% 0% 2% 3% 6% 16% 60% 0% 50% 100% 31-35 8% 0% 0% 1% 0% 0% 0% 0% 1% 4% 2% 2% 4% 17% 60% 0% 50% 100% Over 35
40 Do you have plan to buy a new smartphone on next year ? If yes, which phone brand will be your choice? (Comparison by Gender) N = 1680 N = 940 N = 740 7% 0% 0% 1% 1% 1% 1% 1% 1% 1% 2% 3% 4% 21% 58% 0% 50% 100% I have no need to change my smartphone Yes, Motorola Yes, Obi Yes, Lenovo Yes, Huawei Yes, HTC Yes, Nokia - Microsoft Yes, LG Yes, Asus Yes, Other Yes, Xiaomi Yes, Sony Yes, Oppo Yes, iPhone Yes, Samsung Total 5% 0% 0% 1% 0% 1% 1% 1% 1% 2% 3% 3% 4% 20% 59% 0% 50% 100% Male 9% 0% 0% 0% 1% 1% 1% 1% 1% 1% 1% 3% 4% 22% 56% 0% 50% 100% Female 58% INTEND TO BUY SAMSUNG BRAND IN THE NEXT ONE YEAR
41 ON AVERAGE, SMARTPHONE USERS ARE WILLING TO SPEND $368 BUYING A SMARTPHONE How much spending are you willing to buy a smartphone? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 24-30 age group are willing to spend more money on smartphone than other older groups While Male are willing to spend more money on smartphone more than Female N = 1680 N = 940 N = 740 Weighted Average Cost $361 Weighted Average Cost $349$368 $372 $359 $368 $382 9% 10% 7% 10% 16% 15% 18% 12% 32% 33% 28% 36% 40% 40% 43% 36% 4% 3% 4% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 From 1 to 3 million From 3 to 7 million From 7 to 10 million From 10 to 15 million Over 15 million 9% 11% 6% 16% 17% 14% 32% 31% 33% 40% 37% 43% 4% 3% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female From 1 to 3 million From 3 to 7 million From 7 to 10 million From 10 to 15 million Over 15 million
42 5% 5% 6% 4% 23% 22% 25% 24% 27% 28% 25% 21% 45% 44% 44% 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Samsung Galaxy S8 / S8 Plus Iphone 8/8 Plus (ready to launch into the market) Samsung Galaxy Note (ready to launch into the market) Sony Xperia XZ Premium HTC U11 5% 5% 4% 23% 24% 22% 27% 27% 26% 45% 44% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Samsung Galaxy S8 / S8 Plus Iphone 8/8 Plus (ready to launch into the market) Samsung Galaxy Note (ready to launch into the market) Sony Xperia XZ Premium HTC U11 APART FROM THE PRICE FACTOR, SAMSUNG GALAXY S8/ S8 PLUS WILL BE THE FIRST OPTION TO BUY Apart from the price factor, which phone do you want to buy in the following? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 N = 1680 N = 940 N = 740
43 SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR PRODUCT INFORMATION THEY WANT TO BUY How do you usually look information for a product you want to buy? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 6% 38% 45% 84% 0% 50% 100% Other Search through the phone app Search through social networks Search the web through a web browser (Chrome, Firefox, Safari, ..) Total 4% 37% 46% 85% 0% 50% 100% 24-30 9% 38% 47% 87% 0% 50% 100% 31-35 13% 43% 42% 74% 0% 50% 100% Over 35
44 How do you usually look information for a product you want to buy? (Comparison by Gender) N = 1680 N = 940 N = 740 6% 38% 45% 84% 0% 50% 100% Other Search through the phone app Search through social networks Search the web through a web browser (Chrome, Firefox, Safari, ..) Total 7% 38% 42% 84% 0% 50% 100% Male 6% 38% 50% 83% 0% 50% 100% Female SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR PRODUCT INFORMATION THEY WANT TO BUY
45 FEEL FREE TO DROP US ANY QUESTION • 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 (Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager) o Email: sariya.a@di-mktg.com o Contact number: +66 876 724 832
46 • Indonesia o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654 FEEL FREE TO DROP US ANY QUESTION
47

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SMARTPHONE USAGE BEHAVIOR IN VIETNAM

  • 1.
    STUDY ABOUT SMARTPHONEUSAGE BEHAVIOR IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com) Jul, 2017
  • 2.
    1 SURVEY DESIGN  Thissurvey was conducted to study about Smartphone Usage Behavior in Vietnam  Methodology: Online survey  Fieldwork time: 5 days (10/07/2017 – 14/07/2017)  Sample size: N = 1680  Geography: Nationwide
  • 3.
    2 RESPONDENTS SELECTION Respondents ofthis survey had to be qualified below criteria  Age : From 24 years old and above  Gender : Both Female and Male  Usage : Smartphone
  • 4.
    3 KEY FINDINGS 1) Awarenessand Usage • Overall, Samsung (92%), iPhone (82%), Oppo (75%) are top 3 well-known smartphone brands in Vietnam • Samsung (48%), iPhone (21%), Sony (6%) are top 3 used smartphone in Vietnam • TV ads, point of sale and Facebook ads are top 3 channels to leverage the brand awareness of smartphone • 55% are owning from 2 smartphones and above 2) Usage Behaviors • The retail chain (FPT, thegioididong, etc.) is the most popular channel to buy a smartphone • Battery life, RAM and internal memory are top 3 reasons for buying their current smartphone • Surf the social network, call/ text SMS and take a picture are top 3 used functions on smartphone • 7pm – 9pm are the period of time using smartphone most often • On average, smartphone users spend 4.62 hours on smartphone every day 3) Actual Satisfaction & Future Purchase Intention • 86% are satisfied with their current smartphone brand • Poor battery, inability to resist water and usually shaking situation are top 3 unsatisfied things • 16% are loyal to their current smartphone brand • On average, smartphone users are willing to spend $368 buying a smartphone • 58% intend to buy Samsung brand in the next one year
  • 5.
    4 N = 1680 DEMOGRAPHICINFORMATION GenderAge OccupationLiving Place 3% 3% 8% 21% 65% Over 45 41-45 36-40 31-35 24-30 44% 56% Female Male 39% 3% 3% 4% 20% 31% Other Hai Phong Can Tho Da Nang Ha Noi Ho Chi Minh 14% 2% 3% 5% 8% 14% 15% 40% Other Job seeker / Retired Housewife Student Worker Self-employed Engineer / Doctor / Teacher Office Worker
  • 6.
    5 1) Awareness andUsage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
  • 7.
    6 OVERALL, SAMSUNG (92%),IPHONE (82%), OPPO (75%) ARE TOP 3 WELL-KNOWN SMARTPHONE BRANDS IN VIETNAM Which smartphone brands do you know in the following? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 9% 11% 14% 16% 21% 43% 45% 48% 51% 58% 59% 68% 68% 68% 74% 75% 82% 92% 0% 50% 100% Other WING Obi Pantech WIKO Q-Mobile Vivo Xiaomi Huawei Asus Lenovo LG HTC Nokia - Microsoft Sony Oppo Iphone Samsung Total 9% 12% 15% 16% 23% 45% 49% 52% 54% 63% 62% 70% 71% 71% 76% 78% 83% 93% 0% 50% 100% 24-30 9% 9% 15% 16% 18% 41% 42% 41% 46% 52% 56% 65% 64% 66% 74% 74% 82% 91% 0% 50% 100% 31-35 11% 11% 13% 17% 19% 34% 35% 39% 42% 48% 51% 59% 60% 60% 65% 65% 75% 89% 0% 50% 100% Over 35 Sony is less well-known in over 25 group than other younger groups
  • 8.
    7 Which smartphone brandsdo you know in the following? (Comparison by Gender) N = 1680 N = 940 N = 740 Xiaomi is more popular in male than female 9% 11% 14% 16% 21% 43% 45% 48% 51% 58% 59% 68% 68% 68% 74% 75% 82% 92% 0% 20% 40% 60% 80% 100% Other WING Obi Pantech WIKO Q-Mobile Vivo Xiaomi Huawei Asus Lenovo LG HTC Nokia - Microsoft Sony Oppo Iphone Samsung Total 11% 14% 19% 22% 25% 40% 43% 53% 50% 59% 57% 66% 65% 66% 71% 69% 80% 91% 0% 20% 40% 60% 80% 100% Male 7% 8% 9% 8% 17% 47% 49% 42% 52% 58% 61% 70% 71% 71% 77% 83% 85% 94% 0% 20% 40% 60% 80% 100% Female OVERALL, SAMSUNG (92%), IPHONE (82%), OPPO (75%) ARE TOP 3 WELL-KNOWN SMARTPHONE BRANDS IN VIETNAM
  • 9.
    8 TV ADS, POINTOF SALE AND FACEBOOK ADS ARE TOP 3 CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE Through which source/ channel do you know about phone brands? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 Over 35 age group less know about smartphone brand through smartphone application than other younger groups 9% 23% 41% 53% 56% 61% 63% 64% 67% 69% 75% 0% 50% 100% Other SMS, Email Advertisement Smartphone applications, eg. viber, zalo, etc. Billboards outdoors, indoors Ads from newspaper, magazine print Ads from websites, forums (except Facebook) Friend / relative introduction Seeing other people using that brand Facebook ads See at the phone store TV ads Total 8% 22% 43% 54% 57% 64% 63% 65% 69% 71% 77% 0% 50% 100% 24-30 8% 25% 43% 54% 56% 60% 64% 62% 65% 69% 78% 0% 50% 100% 31-35 13% 20% 30% 47% 51% 51% 60% 56% 61% 61% 65% 0% 50% 100% Over 35
  • 10.
    9 Through which source/channel do you know about phone brands? (Comparison by Gender) N = 1680 N = 940 N = 740 Female know about smartphone brands through word of mouth and billboards outdoors/ indoors than male 9% 23% 41% 53% 56% 61% 63% 64% 67% 69% 75% 0% 50% 100% Other SMS, Email Advertisement Smartphone applications, eg. viber, zalo, etc. Billboards outdoors, indoors Ads from newspaper, magazine print Ads from websites, forums (except Facebook) Friend / relative introduction Seeing other people using that brand Facebook ads See at the phone store TV ads Total 10% 21% 41% 49% 58% 63% 57% 60% 66% 65% 71% 0% 50% 100% Male 7% 24% 42% 59% 54% 59% 71% 69% 68% 75% 81% 0% 50% 100% Female TV ADS, POINT OF SALE AND FACEBOOK ADS ARE TOP 3 CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE
  • 11.
    10 55% ARE OWNINGFROM 2 SMARTPHONES AND ABOVE How many smartphones do you own? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 6% 5% 5% 10% 9% 8% 10% 9% 41% 39% 45% 43% 45% 47% 40% 38% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 1 2 3 Over 3 6% 8% 4% 9% 9% 8% 41% 41% 41% 45% 42% 48% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female 1 2 3 Over 3 N = 1680 N = 940 N = 740
  • 12.
    11 SAMSUNG (48%), IPHONE(21%), SONY (6%) ARE TOP 3 MOST-USED SMARTPHONE IN VIETNAM Which smartphone do you use most often? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 3% 0% 0% 0% 0% 0% 1% 1% 1% 2% 2% 2% 2% 3% 5% 6% 21% 48% 0% 50% 100% Other WING Vivo Q-Mobile Obi WIKO Pantech Huawei HTC LG Asus Lenovo Xiaomi Nokia - Microsoft Oppo Sony Iphone Samsung Total 2% 0% 0% 0% 0% 0% 1% 1% 1% 1% 3% 3% 3% 3% 5% 6% 22% 48% 0% 50% 100% 24-30 2% 0% 0% 0% 0% 1% 0% 1% 1% 2% 1% 3% 2% 3% 8% 7% 23% 46% 0% 50% 100% 31-35 5% 0% 0% 0% 0% 1% 1% 2% 3% 2% 2% 1% 2% 6% 3% 6% 14% 50% 0% 50% 100% Over 35
  • 13.
    12 Which smartphone doyou use most often? (Comparison by Gender) N = 1680 N = 940 N = 740 3% 0% 0% 0% 0% 0% 1% 1% 1% 2% 2% 2% 2% 3% 5% 6% 21% 48% 0% 20% 40% 60% 80% 100% Other WING Vivo Q-Mobile Obi WIKO Pantech Huawei HTC LG Asus Lenovo Xiaomi Nokia - Microsoft Oppo Sony Iphone Samsung Total 3% 0% 0% 0% 1% 0% 1% 1% 1% 2% 3% 2% 3% 4% 5% 7% 19% 48% 0% 20% 40% 60% 80% 100% Male 2% 0% 0% 0% 0% 0% 0% 2% 1% 2% 2% 2% 1% 3% 7% 5% 23% 48% 0% 20% 40% 60% 80% 100% Female SAMSUNG (48%), IPHONE (21%), SONY (6%) ARE TOP 3 MOST-USED SMARTPHONE IN VIETNAM
  • 14.
    13 10% 11% 8%6% 14% 12% 16% 21% 14% 13% 17% 15% 20% 21% 15% 19% 42% 43% 44% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Samsung Galaxy J (1, 2,3,5,7) Samsung Galaxy S (1,2,3,4,5,6,7,7 Edge, 8.8 +) Samsung Galaxy A (3,5,7,9) Samsung Galaxy Note (1,2,3,4,5,6,7) Other Samsung series 10% 9% 10% 14% 17% 10% 14% 13% 15% 20% 25% 13% 42% 35% 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Samsung Galaxy J (1, 2,3,5,7) Samsung Galaxy S (1,2,3,4,5,6,7,7 Edge, 8.8 +) Samsung Galaxy A (3,5,7,9) Samsung Galaxy Note (1,2,3,4,5,6,7) Other Samsung series AMONG SAMSUNG USERS, GALAXY J IS THE MOST USED LINE (42%) Which Samsung phone are you using most often? (Comparison by Gender Group & Age Group) N = 807* N = 527 N = 161 N = 119 Male use Galaxy S line more than female N = 807* N = 454 N = 353 * Who chose “Samsung” in Q:” Which smartphone do you use most often?”
  • 15.
    14 AMONG SAMSUNG GALAXYS LINE USERS GALAXY S7 EDGE, S6 AND S7 ARE TOP MOST USED PRODUCTS If you are using the Samsung Galaxy S line, the product you use most often is: (Comparison by Age Group) N = 158* N = 111 N = 24 N = 23 Over 35 use Galaxy S4 more than other younger age groups 1% 3% 4% 4% 8% 10% 10% 19% 20% 21% 0% 50% 100% Samsung Galaxy S1 Samsung Galaxy S2 Samsung Galaxy S8 Plus Samsung Galaxy S8 Samsung Galaxy S3 Samsung Galaxy S5 Samsung Galaxy S4 Samsung Galaxy S7 Samsung Galaxy S6 Samsung Galaxy S7 Edge Total 2% 3% 5% 5% 6% 9% 7% 19% 23% 22% 0% 50% 100% 24-30 0% 4% 8% 4% 13% 13% 13% 13% 13% 21% 0% 50% 100% 31-35 0% 0% 0% 0% 9% 13% 22% 26% 13% 17% 0% 50% 100% Over 35 * Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?”
  • 16.
    15 If you areusing the Samsung Galaxy S line, the product you use most often is: (Comparison by Gender) N = 158* N = 112 N = 46 Female use Galaxy S5 more than male 1% 3% 4% 4% 8% 10% 10% 19% 20% 21% 0% 20% 40% 60% 80% 100% Samsung Galaxy S1 Samsung Galaxy S2 Samsung Galaxy S8 Plus Samsung Galaxy S8 Samsung Galaxy S3 Samsung Galaxy S5 Samsung Galaxy S4 Samsung Galaxy S7 Samsung Galaxy S6 Samsung Galaxy S7 Edge Total 0% 3% 5% 4% 7% 7% 11% 19% 22% 21% 0% 20% 40% 60% 80% 100% Male 4% 2% 2% 4% 9% 17% 9% 20% 13% 20% 0% 20% 40% 60% 80% 100% Female AMONG SAMSUNG GALAXY S LINE USERS GALAXY S7 EDGE, S6 AND S7 ARE TOP MOST USED PRODUCTS * Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?”
  • 17.
    16 Which iPhone areyou using most often? (Comparison by Age Group) N = 351* N = 239 N = 79 N = 33 Over 35 group use iPhone 6 Plus and iPhone 4S more than other younger groups 0% 0% 1% 4% 5% 5% 7% 7% 8% 9% 14% 14% 26% 0% 50% 100% IPhone 3GS IPhone 3G IPhone 5C IPhone 4 IPhone 7 IPhone 7 Plus IPhone 4S IPhone 6 Plus IPhone 6S Plus IPhone 6S IPhone 6 IPhone 5 IPhone 5S Total 0% 0% 1% 3% 5% 6% 5% 7% 8% 9% 13% 15% 27% 0% 50% 100% 24-30 0% 0% 0% 5% 5% 5% 6% 11% 3% 13% 14% 11% 27% 0% 50% 100% 31-35 0% 0% 0% 6% 3% 3% 18% 0% 18% 6% 18% 12% 15% 0% 50% 100% Over 35 AMONG IPHONE USERS IPHONE 5, 5S AND 6 ARE TOP MOST USED PRODUCTS * Who chose “iPhone” in Q:” Which smartphone do you use most often?”
  • 18.
    17 Which iPhone areyou using most often? (Comparison by Gender) N = 351* N = 179 N = 172 0% 0% 1% 4% 5% 5% 7% 7% 8% 9% 14% 14% 26% 0% 20% 40% 60% 80% 100% IPhone 3GS IPhone 3G IPhone 5C IPhone 4 IPhone 7 IPhone 7 Plus IPhone 4S IPhone 6 Plus IPhone 6S Plus IPhone 6S IPhone 6 IPhone 5 IPhone 5S Total 0% 0% 1% 3% 6% 7% 7% 7% 8% 8% 13% 13% 28% 0% 20% 40% 60% 80% 100% Male 0% 1% 1% 5% 5% 4% 6% 8% 7% 10% 15% 15% 23% 0% 20% 40% 60% 80% 100% Female AMONG IPHONE USERS IPHONE 5, 5S AND 6 ARE TOP MOST USED PRODUCTS * Who chose “iPhone” in Q:” Which smartphone do you use most often?”
  • 19.
    18 2% 2% 3%0% 8% 7% 8% 12% 22% 22% 20% 30% 27% 27% 28% 24% 41% 42% 42% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 16GB 32GB 64GB 128GB 256GB 2% 3% 1% 8% 7% 9% 22% 23% 22% 27% 21% 33% 41% 47% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female 16GB 32GB 64GB 128GB 256GB How much internal memory capacity of your current iPhone? (Comparison by Gender Group & Age Group) N = 351* N = 239 N = 79 N = 33 Female use 32GB internal memory capacity more than Male N = 351 N = 179 N = 172 AMONG IPHONE USERS 16GB ARE THE MOST POPULAR INTERNAL MEMORY CAPACITY * Who chose “iPhone” in Q:” Which smartphone do you use most often?”
  • 20.
    19 1) Awareness andUsage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
  • 21.
    20 THE RETAIL CHAINIS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE Where do you often buy smartphone? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 5% 13% 16% 21% 74% 0% 50% 100% Other Small retail stores Specialized stores of portable phones Electric appliance supermarket (Nguyen Kim, Cho Lon , ..) The retail chain (thegioididong, FPT, ..) Total 5% 13% 17% 21% 74% 0% 50% 100% 24-30 5% 12% 15% 21% 73% 0% 50% 100% 31-35 9% 13% 14% 20% 73% 0% 50% 100% Over 35
  • 22.
    21 Where do youoften buy smartphone? (Comparison by Gender) N = 1680 N = 940 N = 740 Male buy smartphone at specialized stores of portable phones more than female 5% 13% 16% 21% 74% 0% 50% 100% Other Small retail stores Specialized stores of portable phones Electric appliance supermarket (Nguyen Kim, Cho Lon , ..) The retail chain (thegioididong, FPT, ..) Total 5% 16% 19% 20% 73% 0% 50% 100% Male 5% 10% 12% 22% 75% 0% 50% 100% Female THE RETAIL CHAIN IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE
  • 23.
    22 What hardware informationare you interested in when buying a smartphone? (Comparison by Top 3 Brands) N = 1680 N = 807 N = 351 Samsung = Battery + RAM + Internal Memory/ iPhone = Battery + Screen Resolution + Touch Function/ Sony = Battery Capacity +Screen Solution + Screen Size 1% 5% 26% 38% 39% 54% 58% 61% 61% 63% 64% 66% 72% 80% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Front camera resolution (Mega pixel) Touch function Screen size (inch) Back camera resolution (Mega pixel) CPU (microprocessor) Screen resolution (HD, Full HD, 2K, 4K ..) Internal memory (ROM) RAM Battery capacity (battery life) Total 0% 5% 29% 41% 45% 55% 56% 62% 62% 66% 68% 71% 78% 80% 0% 50% 100% Samsung 2% 4% 26% 33% 23% 53% 63% 55% 58% 54% 61% 54% 55% 73% 0% 50% 100% Iphone 0% 10% 31% 38% 40% 46% 59% 69% 61% 63% 67% 66% 76% 83% 0% 50% 100% Sony N = 103 BATTERY CAPACITY, RAM AND INTERNAL MEMORY ARE TOP 3 REASONS FOR BUYING THEIR CURRENT SMARTPHONE
  • 24.
    23 1% 8% 29% 35% 46% 54% 60% 62% 60% 60% 64% 64% 69% 80% 0% 50% 100% 31-35 1% 5% 26% 38% 39% 54% 58% 61% 61% 63% 64% 66% 72% 80% 0%50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Front camera resolution (Mega pixel) Touch function Screen size (inch) Back camera resolution (Mega pixel) CPU (microprocessor) Screen resolution (HD, Full HD, 2K, 4K, etc.) Internal memory (ROM) RAM Battery capacity (battery life) Total 1% 5% 26% 40% 37% 55% 58% 61% 63% 63% 64% 67% 74% 80% 0% 50% 100% 24-30 1% 4% 24% 33% 44% 47% 53% 58% 52% 63% 64% 63% 69% 79% 0% 50% 100% Over 35 BATTERY CAPACITY, RAM AND INTERNAL MEMORY ARE TOP 3 REASONS FOR BUYING THEIR CURRENT SMARTPHONE Why did you buy your current smartphone brand? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236
  • 25.
    24 Why did youbuy your current smartphone brand? (Comparison by Gender) N = 1680 N = 940 N = 740 Male more care about CPU and Graphic Chip more than female 1% 5% 26% 38% 39% 54% 58% 61% 61% 63% 64% 66% 72% 80% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Front camera resolution (Mega pixel) Touch function Screen size (inch) Back camera resolution (Mega pixel) CPU (microprocessor) Screen resolution (HD, Full HD, 2K, 4K, etc.) Internal memory (ROM) RAM Battery capacity (battery life) Total 1% 6% 29% 49% 37% 46% 53% 59% 58% 72% 67% 66% 79% 79% 0% 50% 100% Male 1% 4% 23% 24% 43% 63% 64% 62% 65% 50% 61% 65% 64% 81% 0% 50% 100% Female BATTERY CAPACITY, RAM AND INTERNAL MEMORY ARE TOP 3 REASONS FOR BUYING THEIR CURRENT SMARTPHONE
  • 26.
    25 SURF THE SOCIALNETWORK, CALL/ TEXT SMS AND TAKE A PICTURE ARE TOP 3 USED FUNCTIONS ON SMARTPHONE Which functions do you use most frequently in your current smartphone? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 24-30 group listen to music/ watch movies on smartphone more frequently than other older groups 6% 21% 38% 39% 50% 54% 59% 61% 64% 69% 73% 75% 75% 89% 0% 50% 100% Other Health check Read books / Take notes / Look up dictionary Electronic banking services Shopping online View map directions Call / Text SMS (charge fee) Play games Check the email Listen to music, watch movies Surf the Internet Take a picture Call / Text SMS (free via Viber, Zalo, Messenger, etc.) Surf the social network (Facebook, Zalo, etc.) Total 5% 20% 38% 38% 49% 53% 59% 64% 61% 73% 74% 76% 77% 89% 0% 50% 100% 24-30 6% 23% 40% 42% 52% 56% 59% 57% 70% 62% 73% 75% 75% 89% 0% 50% 100% 31-35 7% 21% 36% 39% 50% 54% 54% 49% 65% 61% 69% 69% 70% 85% 0% 50% 100% Over 35
  • 27.
    26 Which functions doyou use most frequently in your current smartphone? (Comparison by Gender) N = 1680 N = 940 N = 740 Male play games on smartphone more frequently than female 6% 21% 38% 39% 50% 54% 59% 61% 64% 69% 73% 75% 75% 89% 0% 50% 100% Other Health check Read books / Take notes / Look up dictionary Electronic banking services Shopping online View map directions Call / Text SMS (charge fee) Play games Check the email Listen to music, watch movies Surf the Internet Take a picture Call / Text SMS (free via Viber, Zalo, Messenger, etc.) Surf the social network (Facebook, Zalo, etc.) Total 7% 21% 36% 40% 47% 55% 58% 67% 60% 68% 71% 69% 71% 87% 0% 50% 100% Male 5% 21% 41% 37% 54% 52% 59% 53% 69% 70% 75% 82% 80% 91% 0% 50% 100% Female SURF THE SOCIAL NETWORK, CALL/ TEXT SMS AND TAKE A PICTURE ARE TOP 3 USED FUNCTIONS ON SMARTPHONE
  • 28.
    27 2% 1% 2%3% 5% 5% 7% 6% 18% 17% 19% 21% 29% 29% 28% 31% 21% 22% 16% 23% 25% 26% 28% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Immediately Within 5 minutes Within 15 minutes Within 1 hour Within 2-3 hours More than 3 hours later 2% 2% 2% 5% 4% 6% 18% 19% 17% 29% 32% 25% 21% 22% 20% 25% 21% 30% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Immediately Within 5 minutes Within 15 minutes Within 1 hour Within 2-3 hours More than 3 hours later Counted from your waking up, how long will you hold and use the smartphone? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 Female have the habit of taking smartphone immediately when waking up more than Male N = 1680 N = 940 N = 740 25% WILL HOLD AND USE THE SMARTPHONE IMMEDIATELY AS SOON AS WAKING UP
  • 29.
    28 28% WILL SLEEPRIGHT AWAY AFTER USING SMARTPHONE On average, how long would it be from the last time you used your smartphone to the time you slept? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 Over 35 group just sleep after 1 hour more than other younger groups 1% 4% 15% 25% 14% 13% 28% 0% 50% 100% More than 3 hours later After 2-3 hours After 1 hour After 15 minutes After 10 minutes After 5 minutes Sleep right away after using my smartphone Total 1% 4% 15% 23% 15% 14% 29% 0% 50% 100% 24-30 2% 5% 12% 28% 13% 9% 31% 0% 50% 100% 31-35 3% 6% 20% 28% 11% 11% 22% 0% 50% 100% Over 35
  • 30.
    29 On average, howlong would it be from the last time you used your smartphone to the time you slept? (Comparison by Gender) N = 1680 N = 940 N = 740 1% 4% 15% 25% 14% 13% 28% 0% 50% 100% More than 3 hours later After 2-3 hours After 1 hour After 15 minutes After 10 minutes After 5 minutes Sleep right away after using my smartphone Total 2% 4% 15% 27% 14% 11% 26% 0% 50% 100% Male 1% 4% 14% 22% 13% 14% 31% 0% 50% 100% Female 28% WILL SLEEP RIGHT AWAY AFTER USING SMARTPHONE
  • 31.
    30 2% 17% 29% 5% 2% 3% 9% 11% 9% 4% 5% 5% 0% 50% 100% 23h-1h… 21h-23h 19h-21h 17h-19h 15h-17h 13h-15h 11h-13h 9h-11h 7h-9h 5h-7h 3h-5h 1h-3h Total 2% 18% 31% 5% 2% 3% 9% 10% 9% 3% 5% 4% 0%50% 100% 24-30 3% 13% 25% 5% 3% 5% 9% 12% 11% 4% 5% 5% 0% 50% 100% 31-35 1% 16% 27% 4% 3% 4% 8% 13% 8% 5% 4% 6% 0% 50% 100% Over 35 7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN What time period do you use smartphone most often? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236
  • 32.
    31 2% 17% 29% 5% 2% 3% 9% 11% 9% 4% 5% 5% 0% 20% 40%60% 80% 100% 23h-1h… 21h-23h 19h-21h 17h-19h 15h-17h 13h-15h 11h-13h 9h-11h 7h-9h 5h-7h 3h-5h 1h-3h Total 2% 15% 29% 5% 3% 2% 9% 10% 10% 4% 6% 5% 0% 20% 40% 60% 80% 100% Male 2% 19% 29% 4% 1% 5% 9% 11% 8% 3% 4% 5% 0% 20% 40% 60% 80% 100% Female What time period do you use smartphone most often? (Comparison by Gender) N = 1680 N = 940 N = 740 7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN
  • 33.
    32 4% 4% 3%5% 5% 5% 5% 4% 8% 8% 9% 6% 17% 18% 14% 16% 37% 38% 34% 32% 28% 25% 33% 34% 2% 1% 3% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Under 1 hour From 1 to 3 hours Over 3 - 5 hours Over 5 - 7 hours Over 7 - 9 hours Over 9 - 11 hours Over 11 hours 4% 4% 5% 5% 4% 5% 8% 7% 9% 17% 17% 16% 37% 37% 36% 28% 29% 26% 2% 2% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Under 1 hour From 1 to 3 hours Over 3 - 5 hours Over 5 - 7 hours Over 7 - 9 hours Over 9 - 11 hours Over 11 hours Counted from your waking up, how long will you hold and use the smartphone? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 24-30 group spend more time on smartphone than other older groups While female spend more time on smartphone than male N = 1680 N = 940 N = 740 ON AVERAGE, PEOPLE SPEND 4.62 HRS ON SMARTPHONE EVERY DAY Weighted Average Time Weighted Average Time 4.62 hrs 4.74 hrs 4.41 hrs 4.37 hrs 4.62 hrs 4.49 hrs 4.78 hrs
  • 34.
    33 1) Awareness andUsage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
  • 35.
    34 2% 2% 6% 12% 7% 10% 15% 48% 48% 49% 49% 38% 44% 39% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total SamsungIphone Sony Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 12% 12% 13% 48% 47% 49% 38% 39% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 86% ARE SATISFIED WITH THEIR CURRENT SMARTPHONE BRAND (4.21 SCORES OUT OF 5) What is your level of satisfaction with your most-often used smartphone? (Comparison by Top 3 Brands & Gender Group) N = 1680 N = 807 N = 351 N = 103 N = 1680 N = 940 N = 740 Weighted Average Score Weighted Average Score 4.21 4.35 4.25 4.05 4.21 4.24 4.18 Samsung owns the highest satisfaction among top 3 brands
  • 36.
    35 Is there anythingthat you are not satisfied about the phone you are using? (Comparison by Top 3 Brands) N = 240* N = 41 N = 21 Samsung = Inability to resist water + Usually shaking situation + Rapid falling value on the market/ iPhone = Poor battery + Inability to resist water + Rapid falling value on the market/ Sony = Rapid falling value on the market + Poor battery + High heat generator 4% 2% 6% 10% 10% 13% 14% 18% 23% 25% 28% 34% 35% 36% 38% 38% 44% 0% 50% 100% I am completely satisfied Other Poor product quality Product design is not diversified Poor warranty Insensitive touch point Weak connection Small and bad-sound speakers No 4G support Poor camera shooting No fingerprint security Rapid falling value on the market High heat generator Less/ limited memory Usually in hanging, shaking situation Inability to resist water, dust Poor battery Total 5% 0% 5% 10% 6% 11% 11% 16% 10% 22% 33% 35% 33% 33% 41% 41% 33% 0% 50% 100% Samsung 2% 0% 2% 7% 7% 5% 10% 12% 22% 10% 20% 37% 32% 34% 24% 41% 51% 0% 50% 100% Iphone 0% 0% 10% 5% 14% 33% 19% 14% 10% 10% 33% 57% 43% 29% 38% 33% 52% 0% 50% 100% Sony N = 63 POOR BATTERY, INABILITY TO RESIST WATER AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?”
  • 37.
    36 POOR BATTERY, INABILITYTO RESIST WATER AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS Is there anything that you are not satisfied about the phone you are using? (Comparison by Age Group) N = 240 N = 163 N = 39 N = 38 Over 35 group are more unsatisfied with No 4G Support than other younger groups 2% 4% 6% 10% 10% 13% 14% 18% 23% 25% 28% 34% 35% 36% 38% 38% 44% 0% 50% 100% Other I am completely satisfied Poor product quality Product design is not diversified Poor warranty Insensitive touch point Weak connection Small and bad-sound speakers No 4G support Poor camera shooting No fingerprint security Rapid falling value on the market High heat generator Less/ limited memory Usually in hanging, shaking situation Inability to resist water, dust Poor battery Total 1% 4% 4% 11% 11% 12% 13% 19% 22% 26% 29% 34% 36% 39% 37% 39% 45% 0% 50% 100% 24-30 3% 5% 8% 5% 8% 18% 10% 8% 18% 15% 28% 33% 28% 26% 44% 38% 44% 0% 50% 100% 31-35 3% 3% 13% 11% 8% 11% 18% 26% 32% 29% 21% 34% 39% 34% 39% 34% 37% 0% 50% 100% Over 35 * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?”
  • 38.
    37 Is there anythingthat you are not satisfied about the phone you are using? (Comparison by Gender) N = 240 N = 127 N = 113 Female are more unsatisfied with Less/ Limited Memory and Poor Camera Shooting than Male 2% 4% 6% 10% 10% 13% 14% 18% 23% 25% 28% 34% 35% 36% 38% 38% 44% 0% 50% 100% Other I am completely satisfied Poor product quality Product design is not diversified Poor warranty Insensitive touch point Weak connection Small and bad-sound speakers No 4G support Poor camera shooting No fingerprint security Rapid falling value on the market High heat generator Less/ limited memory Usually in hanging, shaking situation Inability to resist water, dust Poor battery Total 1% 6% 6% 11% 10% 9% 16% 17% 26% 19% 31% 34% 39% 31% 36% 38% 43% 0% 50% 100% Male 3% 1% 5% 9% 10% 17% 12% 20% 19% 32% 23% 34% 31% 42% 41% 39% 44% 0% 50% 100% Female POOR BATTERY, INABILITY TO RESIST WATER AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?”
  • 39.
    38 10% 1% 7% 21% 37% 26% 43% 53% 37% 50% 34% 18% 16% 22% 16% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung IphoneSony I use only this brand smartphone I will prioritize using this smartphone brand I will use this smartphone brand in parallel with other brands I will change to another brand smartphone 10% 10% 10% 37% 38% 36% 37% 35% 39% 16% 16% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female I use only this brand smartphone I will prioritize using this smartphone brand I will use this smartphone brand in parallel with other brands I will change to another brand smartphone 16% ARE LOYAL TO THEIR CURRENT SMARTPHONE BRAND What is the intention to continue using your current smartphone in the future? (Comparison by Top 3 Brands & Age Group) N = 1680 N = 807 N = 351 N = 103 Samsung owns the highest loyalty among top 3 brands N = 1680 N = 940 N = 740
  • 40.
    39 58% INTEND TOBUY SAMSUNG BRAND IN THE NEXT ONE YEAR Do you have plan to buy a new smartphone on next year ? If yes, which phone brand will be your choice? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 24-30 age group intend to buy iPhone brand in the next one year more than other older groups 7% 0% 0% 1% 1% 1% 1% 1% 1% 1% 2% 3% 4% 21% 58% 0% 50% 100% I have no need to change my smartphone Yes, Motorola Yes, Obi Yes, Lenovo Yes, Huawei Yes, HTC Yes, Nokia - Microsoft Yes, LG Yes, Asus Yes, Other Yes, Xiaomi Yes, Sony Yes, Oppo Yes, iPhone Yes, Samsung Total 6% 0% 0% 0% 1% 1% 1% 1% 1% 1% 2% 3% 3% 24% 57% 0% 50% 100% 24-30 7% 0% 0% 1% 1% 1% 1% 1% 0% 0% 2% 3% 6% 16% 60% 0% 50% 100% 31-35 8% 0% 0% 1% 0% 0% 0% 0% 1% 4% 2% 2% 4% 17% 60% 0% 50% 100% Over 35
  • 41.
    40 Do you haveplan to buy a new smartphone on next year ? If yes, which phone brand will be your choice? (Comparison by Gender) N = 1680 N = 940 N = 740 7% 0% 0% 1% 1% 1% 1% 1% 1% 1% 2% 3% 4% 21% 58% 0% 50% 100% I have no need to change my smartphone Yes, Motorola Yes, Obi Yes, Lenovo Yes, Huawei Yes, HTC Yes, Nokia - Microsoft Yes, LG Yes, Asus Yes, Other Yes, Xiaomi Yes, Sony Yes, Oppo Yes, iPhone Yes, Samsung Total 5% 0% 0% 1% 0% 1% 1% 1% 1% 2% 3% 3% 4% 20% 59% 0% 50% 100% Male 9% 0% 0% 0% 1% 1% 1% 1% 1% 1% 1% 3% 4% 22% 56% 0% 50% 100% Female 58% INTEND TO BUY SAMSUNG BRAND IN THE NEXT ONE YEAR
  • 42.
    41 ON AVERAGE, SMARTPHONEUSERS ARE WILLING TO SPEND $368 BUYING A SMARTPHONE How much spending are you willing to buy a smartphone? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 24-30 age group are willing to spend more money on smartphone than other older groups While Male are willing to spend more money on smartphone more than Female N = 1680 N = 940 N = 740 Weighted Average Cost $361 Weighted Average Cost $349$368 $372 $359 $368 $382 9% 10% 7% 10% 16% 15% 18% 12% 32% 33% 28% 36% 40% 40% 43% 36% 4% 3% 4% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 From 1 to 3 million From 3 to 7 million From 7 to 10 million From 10 to 15 million Over 15 million 9% 11% 6% 16% 17% 14% 32% 31% 33% 40% 37% 43% 4% 3% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female From 1 to 3 million From 3 to 7 million From 7 to 10 million From 10 to 15 million Over 15 million
  • 43.
    42 5% 5% 6%4% 23% 22% 25% 24% 27% 28% 25% 21% 45% 44% 44% 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Samsung Galaxy S8 / S8 Plus Iphone 8/8 Plus (ready to launch into the market) Samsung Galaxy Note (ready to launch into the market) Sony Xperia XZ Premium HTC U11 5% 5% 4% 23% 24% 22% 27% 27% 26% 45% 44% 47% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Male Female Samsung Galaxy S8 / S8 Plus Iphone 8/8 Plus (ready to launch into the market) Samsung Galaxy Note (ready to launch into the market) Sony Xperia XZ Premium HTC U11 APART FROM THE PRICE FACTOR, SAMSUNG GALAXY S8/ S8 PLUS WILL BE THE FIRST OPTION TO BUY Apart from the price factor, which phone do you want to buy in the following? (Comparison by Gender Group & Age Group) N = 1680 N = 1095 N = 349 N = 236 N = 1680 N = 940 N = 740
  • 44.
    43 SEARCHING THROUGH WEBBROWSER IS THE FIRST OPTION TO LOOK FOR PRODUCT INFORMATION THEY WANT TO BUY How do you usually look information for a product you want to buy? (Comparison by Age Group) N = 1680 N = 1095 N = 349 N = 236 6% 38% 45% 84% 0% 50% 100% Other Search through the phone app Search through social networks Search the web through a web browser (Chrome, Firefox, Safari, ..) Total 4% 37% 46% 85% 0% 50% 100% 24-30 9% 38% 47% 87% 0% 50% 100% 31-35 13% 43% 42% 74% 0% 50% 100% Over 35
  • 45.
    44 How do youusually look information for a product you want to buy? (Comparison by Gender) N = 1680 N = 940 N = 740 6% 38% 45% 84% 0% 50% 100% Other Search through the phone app Search through social networks Search the web through a web browser (Chrome, Firefox, Safari, ..) Total 7% 38% 42% 84% 0% 50% 100% Male 6% 38% 50% 83% 0% 50% 100% Female SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR PRODUCT INFORMATION THEY WANT TO BUY
  • 46.
    45 FEEL FREE TODROP US ANY QUESTION • 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 (Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager) o Email: sariya.a@di-mktg.com o Contact number: +66 876 724 832
  • 47.
    46 • Indonesia o Address:Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654 FEEL FREE TO DROP US ANY QUESTION
  • 48.