Smartphone is no longer a high-end product of Vietnamese Find more at: http://www.di-onlinesurvey.com/

1. June 2014
DI-MARKETING
VIETNAMESE CONSUMERS BEHAVIOR
STUDY ABOUT SMARTPHONE TREND

2. 1
MAJORITY ARE USING MORE THEN 2 CELLPHONE
What is your current occupation?
How many cellphone are you using right now?
57%
65%
48%
39%
55% 54%
35%
46%
43% 30%
45%
54%
40% 40%
56%
47%
0%
5%
4% 5%
5% 4% 6% 5%
0% 0% 3% 2% 0% 3% 3% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Secondary
students
Hischool
students
University
students
Office
workers
Factory
workers
Housewife Others Grand Total
More than 3
3
2
1
CELL-PHONE OWNERSHIP
N=1357

3. 2
MAJORITY OF HAVE AT LEAST 1 SMARTPHONE
38%
30%
40% 42%
35% 36%
58%
40%
29%
17%
10% 7%
15%
18%
9%
10%
33%
52% 50% 51% 51%
46%
33%
49%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Secondary
students
Hischool
students
University
students
Office
workers
Factory
workers
Housewife Others Grand
Total
Smart phones
Feature phones
Both
What is your current occupation?
What kind of cellphone are you using right now?
SMART-PHONE VS. FEATURE PHONE
N=1357

4. 3
SAMSUNG IS VERY STRONG IN SECONDARY STUDENT SEGMENT,
NOKIA IN STUDENT, AND IPHONE IN HOUSEWIFE & OFFICE WORKER
What is your current occupation?
What is your Smartphone brand?
TOP SMART-PHONE BRANDS
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Total Secondary
students
Hischool
students
University
students
Office workers Factory
workers
Housewife
́ Samsung ́ NOKIA ́ Iphone ́ HTC
́ LG ́ Sony ́ Sky Mobile ́ Qmobile
́ Lenovo ́ Oppo Mobile Others (8 brands)
N=1357

5. 4
SMARTPHONE MARKET IS STILL DOMINATED BY AFFORDABLE RANGE,
WHICH MEANS LOTS OF ROOMS FOR HIGH RANGE PRODUCT LINES
How much does your smartphone cost?
Middle
range
(26%)
High
Range
(8%)
Affordable
Range
(61%)
POPULAR SMART-PHONE PRICE SEGMENTS
6%
32%
23%
13%
13%
8%
3%
0%
0% 5% 10% 15% 20% 25% 30% 35%
Less than 2.000.000VNĐ
2,000,000VNĐ ~ 3,999,000VNĐ
4,000,000VNĐ ~ 5,999,000VNĐ
6,000,000VNĐ ~ 7,999,000VNĐ
8,000,000VNĐ ~ 11,999,000VNĐ
12,000,000VNĐ ~ 15,999,000VNĐ
16,000,000VNĐ ~ 19,999,000VNĐ
More than 20,000,000VNĐ
N=1357

6. 5
LARGER RETAILERS CHAIN TAKE BIGGER ADVANTAGES
NEXT POSITION IS ONLINE CHANNEL
Where do you buy your smartphone?
Large
retailers
Middle
retailers
Apple’s
retailers
PURCHASE LOCATIONS
0%
0%
0%
1%
2%
2%
3%
3%
5%
5%
6%
11%
12%
13%
13%
34%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Small mobilephone shops
Others
́ Mac center
́ Icenter
́ Mai Nguyen
́ Thiên Hòa
́ Chợ Lớn
́ Bạch Long mobile
́ Hnam Mobile
Dien May
́ Viettel Shop
́ Viễn Thông A
́ FPT Shop
́ Nguyễn Kim
́ Mua online trên internet
The Gioi Di Dong
N=1357

7. 6
QUALITY AND FUNCTIONS OF PRODUCTS AFFECT
CONSUMER CHOICE THE MOST
Why did you use that brand?
2%
20%
34%
62%
76%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Others
Friends' recommendation
The brand images
Reasonable prices
Quality and functions
PURCHASE REASONS
N=1357

8. 7
FACEBOOK IS SUPRISINGLY THE MOST-USED ACTIVITY
What is your current occupation?
What do you use your phone for?
USAGE PURPOSES
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Students Office workers Factory workers Housewife Others
́ Facebook Phone calls
Text messages Music
Read news Office work (check email, word, excel)
Watch video Offline games
Online game Online shopping
N=1357

9. 8
OFFICE WORKERS AND STUDENTS SPEND
HIGHEST TIME ON THEIR PHONE
What is your current occupation?
How long do you use your SP in a day (for calling)?
14%
43% 39%
13% 16% 18% 17%
46%
14%
33%
33%
47%
30% 33%
14%
0%
6%
26%
16%
11%
17%
11%
14%
12%
12%
10%
26%
18%
14%
29%
9%
15% 12% 15% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Factory
workers
Secondary
students
Hischool
students
Office
workers
Housewife University
students
Grand Total
More than 2 hours
1 ~ 2 hours
31~ Less than 60 minutes
10 ~30 minutes
Less than 10 minutes
Low
High
Middle
SMART-PHONE USAGE TIME
N=1357

10. 9
64% SPEND MORE THAN 1 HOURS/DAY FOR WEB SURFING
What is your current occupation?
How long do you use your SP in a day (for browsing the web)?
WEB-SURFING PERIOD BETWEEN OCCUPATIONS
31%
41%
46% 43%
12%
36%
47%
40% 29%
25%
50%
42%
16% 11%
14%
10%
19%
14%
6% 8% 11%
22% 19%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Student Office
workers
Factory
workers
Housewife Others Grand Total
More than 5 hours
3 ~ 5 hours
1 ~ 3 hours
Less than 1 hours
N=1357

11. 10
FOR APPS, 52% SPEND MORE THAN 1 HOURS, A BIT LESS THAN
WEB SURFING
What is your current occupation?
How long do you use your SP in a day (for for using the apps)?
APPS USAGE PERIOD
48%
37%
9%
6%
0% 10% 20% 30% 40% 50% 60%
Less than 1 hours
1 ~ 3 hours
3 ~ 5 hours
More than 5 hours
N=1357

12. 11
3G PENETRATION IS VERY HIGH – 82%, SHOWING A LUCRATIVE
MARKET FOR MOBILE SERVICES
What is your current occupation?
Are you using 3G??
68% 70% 72%
84% 85% 82%
32% 30% 28%
16% 15% 18%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Factory workers Housewife Others Học sinh, sinh
viên
Office workers Grand Total
No
Yes
3G PENETRATION BY OCCUPATIONS
N=1357

13. 12
ON AVERAGE, MAJORITY SPEND MORE THAN $10/MONTH
OFFICE WORKERS ARE TOP SPENDERS
What is your current occupation?
How much is your monthly phone expenditure? (including all service charges)
17%
8%
25% 22%
15% 14%
34%
22%
29%
24%
23% 29%
40%
38%
14%
25%
27%
37%
6%
24% 29% 22% 31%
16%
2%
5% 0% 8%
4% 3%
1% 1% 4% 0% 0% 1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Students Office
workers
Factory
workers
Housewife Others Grand Total
More than 800,000VNĐ
399,000VNĐ ~ 799,000VNĐ
200,000VNĐ ~ 399,000VNĐ
100,000VNĐ ~199,000VNĐ
50,000 ~ 99,000VNĐ
Less than 50,000VNĐ
MONTHLY MOBILE EXPENDITURE BY OCCUPATIONS

14. 13
THE HIGHER INCOME TEND TO SPEND MORE ON MOBILE FEES
How much is your monthly phone expenditure? (including all service charges)How much is
your monthly income (including yours and family support, if any)?
18%
23%
16%
6% 5% 8%
42% 30%
32%
31%
25%
27%
27% 38%
35%
36%
38% 33%
11%
8%
13%
21%
25% 21%
1% 1% 3% 5% 5% 8%
1% 0% 0% 1% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
More than 800,000VNĐ
399,000VNĐ ~ 799,000VNĐ
200,000VNĐ ~ 399,000VNĐ
100,000VNĐ ~199,000VNĐ
50,000 ~ 99,000VNĐ
Less than 50,000VNĐ
HOW INCOME EFFECT EXPENDITURE
N=1357

15. 14
CONTACT US
• Japan & Taiwan:
o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan
o Contact person: Mr. Hideyuki Kato (CEO)
o Email: hideyuki.kato@di-mktg.com
o Contact number: +81 3-5532-3200
• Vietnam:
o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1,
Ho Chi Minh City, Vietnam
o Contact person: Mr. Ho Hai Dang (Manager - DI Marketing)
o Email: dang.hohai@di-marketing.com.vn
o Contact number: +84 902-73-9944
• Thailand:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Ms. Woon Khiaozen (Manager - DI Marketing)
o Email: woon.k@di-mktg.com
o Contact number: +66 092-282 7992

16. 15
CONTACT US
• Singapore, Indonesia, Malaysia:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Hendry Pratama (Manager - DI Marketing)
o Email: pratama.hendry@dreamincubator.com.sg
o Contact number: +65 6671 9290 | +65 8518 3870
• India:
o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654

17. 16