SMARTPHONE USAGE BEHAVIOR IN VIETNAM

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?


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 (exceptFacebook)

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?


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?


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?


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 GalaxyNote (1,2,3,4,5,6,7)

Other Samsungseries

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(1,2,3,4,5,6,7,7Edge, 8.8 +)

Samsung Galaxy A(3,5,7,9)

Samsung GalaxyNote (1,2,3,4,5,6,7)

Other Samsungseries

AMONG SAMSUNG USERS, GALAXY J IS THE MOST USED LINE (42%)

Which Samsung phone are you using most often?


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?


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?


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


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?


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


19


2) Usage Behaviors


CONTENT

20

THE RETAIL CHAIN IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE

Where do you often buy smartphone?


N = 1680 N = 1095 N = 349 N = 236

5%

13%

16%

21%

74%

0% 50% 100%

Other

Small retail stores

Specialized stores of portablephones

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?


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 (NguyenKim, 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%


Other


Graphics Chip



Touch function

Screen size (inch)



Screen resolution (HD, Full HD, 2K, 4K, etc.)


RAM


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



Why did you buy your current smartphone brand?


N = 1680 N = 1095 N = 349 N = 236

24

Why did you buy your current smartphone brand?


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%


Other


Graphics Chip



Touch function

Screen size (inch)



Screen resolution (HD, Full HD, 2K, 4K, etc.)


RAM


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



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 hourslater 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 hourslater

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 mysmartphone

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 mysmartphone

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?


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?


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

WeightedAverageTime

WeightedAverageTime

4.62 hrs 4.74 hrs 4.41 hrs 4.37 hrs 4.62 hrs 4.49 hrs 4.78 hrs

33


2) Usage Behaviors


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 unsatisfied12% 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

WeightedAverageScore

WeightedAverageScore

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




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




Poor warranty


Weak connection


No 4G support




High heat generator




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



37


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




Poor warranty


Weak connection


No 4G support




High heat generator




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





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 brandsmartphone

I will prioritize usingthis smartphonebrand

I will use thissmartphone brand inparallel with otherbrands

I will change toanother brandsmartphone 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 brandsmartphone

I will prioritize usingthis smartphonebrand

I will use thissmartphone brand inparallel with otherbrands

I will change toanother brandsmartphone

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?


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

WeightedAverageCost

$361WeightedAverageCost

$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


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



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 intothe market)

Samsung GalaxyNote (ready to launchinto the market)

Sony Xperia XZPremium

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 intothe market)

Samsung GalaxyNote (ready to launchinto the market)

Sony Xperia XZPremium

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?


N = 1680 N = 1095 N = 349 N = 236

6%

38%

45%

84%

0% 50% 100%

Other

Search through the phoneapp

Search through socialnetworks

Search the web through aweb 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?


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 webbrowser (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: [email protected]

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 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 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 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 Contact number: +65 9127 7654

FEEL FREE TO DROP US ANY QUESTION

SMARTPHONE USAGE BEHAVIOR IN VIETNAM

Devices & Hardware

Transcript of SMARTPHONE USAGE BEHAVIOR IN VIETNAM