Smartphone usage in Thailand

Smartphone usage in Thailand
October 2015 STUDY ABOUT SMARTPHONE USAGE IN THAILAND BY DI-MARKETING (www.di-onlinesurvey.com)
1 SCOPE OF WORK  The survey was conducted to study about smartphone usage in Thailand  Methodology: Online survey  Fieldwork time: 11 days ( 1/10/2015 to 11/10/2015)  Sample size: N = 500  Gender: Male & Female  Geography: nationwide
2 KEY FINDINGS • 97% Thai internet users own smartphone • Samsung & Iphone are the most well-known brands in Thai market • TVC is the most effective marketing channel to leverage brand awareness • Samsung leads the market with 40% share, followed by Iphone (29%) • Friendly operation system is the key decisive factor of brand choice ( 61%) • Run out of battery quickly is the most concerned issue of smartphone users (51%) • 82% use smartphone to surf social network • 45% intend to buy new smartphone in next 3-12 months and 42% would choose Iphone • 16% are loyal with their current smartphone brand • Iphone 6S plus is desired the most with 34%
3 VIETNAM VS. THAILAND • Most well-known brands: Samsung, Iphone, Microsoft Lumia • Market leader: Samsung (27% share) • Main source of brand awareness: TVC • Top criteria: trusted brand • 82% satisfied with current brand • 51% intend to buy new smartphone in the next 3-12 months • 45% spend from $200 - $400 on purchasing smartphone • Most well-known brands: Samsung and Iphone • Market leader : Samsung (40% share) • Main source of brand awareness: TVC • Top criteria: operation system • 84% satisfied with current brand • 45% intend to buy new smartphone in the next 3-12 months • 41% spend from $286 - $572 on purchasing smartphone
4 Age Living places Occupation N= 500 38% 16% 36% 10% Over 30 26-30 18-25 Under 18 10% 1% 2% 2% 7% 9% 34% 35% Others Factory Worker Housewife Job seeker/Retired Self-employed Engineer/Doctor/Teacher Officer Student 53% 47% Others Bangkok 50% 50% Male Female Gender
5 N= 500 Do you know any smartphone brands listed below? SAMSUNG & IPHONE ARE THE MOST WELL-KNOWN BRANDS IN THAI MARKET 64% 67% 69% 70% 72% 74% 77% 78% 80% 84% 90% 93% HTC Huawei Blackberry Asus Lenovo Sony LG I-Mobile Nokia Lumia Oppo Apple (iPhone) Samsung Total 46% 54% 65% 56% 69% 69% 67% 79% 73% 81% 85% 88% Under 18 70% 65% 77% 74% 75% 76% 81% 82% 84% 89% 92% 94% 18-25 65% 70% 71% 74% 75% 70% 79% 79% 84% 81% 90% 88% 26-30 64% 70% 61% 68% 70% 74% 75% 74% 77% 81% 89% 97% Over 30
6 N= 500 How do you know these smartphone brands? TVC IS THE MOST EFFECTVE MARKETING CHANNEL TO LEVERAGE BRAND AWARENESS 21% 38% 38% 42% 48% 57% 58% 63% 66% 67% 81% Others Newspaper/magazine ads Through smartphone applications (viber…) Through sms advertising messages/ email Friends/relatives introduce the brand to me See other use these brands Through stores/ showroom/electronics center Facebook ads Online ads In/ Out of home ads TV ads Total 40% 27% 48% 38% 52% 48% 44% 46% 60% 52% 73% Under 18 21% 39% 47% 47% 57% 71% 66% 67% 75% 73% 86% 18-25 20% 44% 35% 41% 46% 56% 60% 65% 65% 69% 85% 26-30 16% 37% 29% 38% 39% 47% 54% 64% 60% 65% 78% Over 30
7 3% 13% 1% 1% 3% 2% 4% 0% 1% 3% 3% 4% 2% 3% 4% 29% 21% 29% 33% 29% 63% 58% 68% 63% 60% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Yes, 1 smartphone Yes, 2 smartphones Yes, 3 smartphones Yes, more than 3 smartphones No, I don't use smartphone N= 500 Are you currently using smartphone? 97% THAI INTERNET USERS OWN SMARTPHONE Surprisingly, nearly 1/3 own more than one smartphone
8 N= 484 If you are using smartphone, which brand do you own? SAMSUNG IS THE MARKKET LEADER WITH 40% SHARE, FOLLOWED BY IPHONE (29%) Interestingly, 39% of 26- 30 group uses Iphone 8% 1% 1% 2% 2% 2% 3% 3% 4% 5% 29% 40% Others HTC Huawei LG Lenovo Nokia Lumia I-Mobile Sony Oppo Asus Apple (iPhone) Samsung Total 11% 0% 0% 2% 4% 0% 7% 4% 4% 4% 22% 40% Under 18 10% 0% 0% 2% 2% 2% 2% 2% 5% 4% 32% 39% 18-25 5% 0% 0% 1% 4% 4% 0% 3% 4% 3% 39% 38% 26-30 7% 2% 2% 2% 1% 3% 4% 3% 4% 7% 24% 42% Over 30
9 Why do you choose this brand of smartphone? N= 484 6% 17% 18% 19% 22% 24% 24% 25% 28% 37% 42% 42% 44% 45% 47% 51% 61% Others Frequent promotions Show off my class Competitive price Unique fuctions ( finger print scan,…) Friends/ Relatives recommend the brand to… High information security level Got positive reviews on hightech forums Stable operation system Smooth touchscreen Durable Diverse in application store High solution screen High solution camera Trusted brands Beautiful design User friendly operation system( IOS,… Total 4% 24% 17% 24% 13% 25% 16% 27% 24% 31% 43% 48% 45% 47% 48% 54% 65% Samsung 4% 9% 25% 6% 44% 23% 49% 30% 48% 52% 43% 50% 52% 44% 64% 60% 72% Apple (iPhone) FRIENDLY OPERATION SYSTEM IS THE KEY DECISIVE FACTOR OF BRAND CHOICE Iphone ( Apple) is considered as a trusted brand 11% 16% 11% 27% 13% 23% 10% 19% 15% 30% 40% 27% 35% 44% 29% 39% 44% Others High resolution camera High resolution screen
10 6% 18% 19% 22% 24% 24% 25% 28% 37% 42% 42% 44% 45% 47% 51% 61% Others Show off my class Competitive price Unique fuctions ( finger print scan,…) Friends/ Relatives recommend the… High information security level Got positive reviews on hightech… Stable operation system Smooth touchscreen Durable Diverse in application store High solution screen High solution camera Trusted brands Beautiful design User friendly operation system… Total Why do you choose this brand of smartphone? N= 484 AGAIN, FRIENDLY OPERATION SYSTEM THE KEY FACTOR FOR CHOOSING A SMARTPHONE 9% 18% 7% 27% 31% 29% 24% 16% 33% 42% 51% 44% 49% 44% 51% 58% Under 18 6% 24% 22% 25% 32% 31% 35% 31% 43% 44% 44% 46% 51% 48% 62% 67% 18-25 3% 19% 22% 24% 5% 24% 24% 30% 41% 49% 43% 51% 48% 57% 51% 66% 26-30 7% 10% 19% 18% 23% 16% 16% 27% 31% 37% 38% 39% 38% 42% 40% 53% Over 30 Under 18 group cares more about diversity of app. store 18-25 group is more fashionable with beautiful design 26-30 makes decision also base on brand reputation High resolution camera High resolution screen
11 N= 484 Are you satisfied with your current brand of smartphone? 84% FEEL SATISFIED WITH THEIR CURRENT SMARTPHONE Impressively, 56% Iphone users feel totally satisfied 2%2% 4% 1% 3% 13% 33% 13% 6% 10% 46% 33% 48% 41% 50% 38% 27% 38% 52% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 2%2% 3% 24% 13% 4% 11% 49% 46% 40% 48% 3% 38% 56% 38% 22% Total Apple (iPhone) Samsung Others Totally satisfied Satisfied Neutral Dissatisfied Totally dissatisfied
12 N= 484 RUN OUT OF BATTERY QUICKLY IS THE MOST CONCERNED ISSUE OF SMARTPHONE USERS Iphone is complained the most with its battery life Samsung face problems of low inside storage and software trouble 13% 4% 5% 6% 6% 6% 9% 14% 14% 33% 38% 51% Others Products are NOT diverse/ fashionable Poor warranty service Poor quality Apps store is not diverse Complicated operation system ( IOS, Android, Window phone) Touch screen is not sensitive Poor camera solution Be more expensive compared to real value Software troubles (freezing,…) Low inside storage capactity Run out of battery quickly Total 9% 4% 5% 3% 3% 4% 8% 16% 10% 42% 43% 51% Samsung 12% 1% 2% 4% 2% 8% 2% 6% 26% 22% 26% 65% Apple (iPhone) Is there anything make you feel unhappy about this brand? 19% 7% 9% 11% 13% 7% 15% 18% 9% 31% 42% 38% Others • Brands should improve battery capacity • This is also chance to back- up battery charger Poor camera resolution
13 Is there anything make you feel unhappy about this brand? N= 484 BATTERY IS CONCERNED THE MOST BESIDES INSIDE STORAGE AND SOFTWARE TROUBLE ACROSS AGE GROUPS People under 18 also dissatisfied about camera solution 13% 4% 5% 6% 6% 6% 9% 14% 14% 33% 38% 51% Others Products are NOT diverse/ fashionable Poor warranty service Poor quality Apps store is not diverse Complicated operation system ( IOS, Android, Window phone) Touch screen is not sensitive Poor camera solution Be more expensive compared to real value Software troubles (freezing,…) Low inside storage capactity Run out of battery quickly Total 13% 2% 11% 11% 16% 9% 16% 24% 11% 53% 51% 49% Under 18 13% 3% 4% 5% 4% 5% 5% 8% 11% 24% 28% 53% 26-30 15% 4% 4% 4% 3% 3% 8% 13% 13% 21% 34% 48% Over 30 11% 6% 6% 7% 7% 8% 9% 15% 17% 43% 43% 54% 18-25 Poor camera resolution
14 N= 484 Do you know any smartphone brands listed below? Which smartphone brand do you own? THAI SMARTPHONE MARKET IS DOMINATED BY SAMSUNG AND IPHONE IN TERM OF USAGE AND AWARENESS 93% 90% 84% 80% 78% 77% 74% 72% 70% 69% 67% 64% 40% 29% 4% 2% 3% 2% 3% 2% 5% 0% 1% 1% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Awareness Usage
15 N= 484 Do you know any smartphone brands listed below? Which smartphone brand do you own? Awareness high high low low Usage THERE IS A BIG GAP AMONG SAMSUNG AND OTHER PLAYERS IN THAI SMARTPHONE MARKET Samsung Apple (iPhone) Oppo Nokia Lumia I-Mobile LG
16 Will you choose this brand of smartphone for your next shop? N= 484 16% USERS ARE LOYAL TO THEIR CURRENT BRAND Impressively, 28% Iphone users are loyal with that brand 9% 13% 8% 6% 10% 43% 62% 48% 37% 37% 10% 11% 8% 8% 12% 22% 7% 19% 32% 25% 16% 7% 17% 18% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 9% 4% 8% 16% 43% 29% 46% 53% 10% 6% 9% 13% 22% 33% 23% 11% 16% 28% 14% 7% Total Apple (iPhone) Samsung Others I will use this brand only I will prioritize to use this brand I will use at this brand in parallel with other brand I will continue to use this brand , but I will try at other in future I will switch to other brand
17 Will you recommend this smartphone brand website to others? N= 484 Iphone gains the highest top box recommendation ratio with 50% 69% WILL RECOMMEND THE CURRENT SMARTPHONE BRAND TO OTHERS 2% 2% 2% 2% 4% 9% 2% 3% 4% 25% 29% 29% 16% 24% 38% 42% 34% 38% 41% 31% 18% 33% 43% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 5%4% 2% 4% 5% 25% 14% 24% 38% 38% 33% 44% 35% 31% 50% 28% 17% Total Apple (iPhone) Samsung Others I will recommend definitely I will recommend Either recommend or not I will not recommend I will not recommend definitely
18 8% 17% 35% 41% 45% 45% 45% 59% 61% 66% 71% 75% 76% 82% Others Purchase Internet baking Photos editing Look up maps and directions Look for product information Read news Check mail Play games Listen to music, watch videos Chat ( via Viber, Zalo, Imessage,…) Take photos/ sefie Phone call Visit social network Total Which of the following you do the MOST OFTEN on your phone? N= 484 82% USE SMARTPHONE TO SURF SOCIAL NETWORK 22% 16% 33% 49% 33% 40% 40% 42% 62% 80% 73% 64% 73% 82% Under 18 8% 17% 35% 49% 46% 48% 49% 54% 65% 78% 80% 80% 79% 87% 18-25 4% 22% 43% 41% 53% 48% 46% 71% 63% 71% 71% 76% 70% 91% 26-30 7% 16% 31% 31% 43% 43% 43% 62% 57% 50% 63% 73% 77% 74% Over 30 Social network is a potential channel for advertising and e- commerce Surprisingly, 18-25 group uses smartphone for selfieing the most
19 11% 6% 12% 8% 12% 45% 69% 50% 39% 35% 14% 8% 10% 18% 18% 12% 6% 8% 13% 16% 19% 12% 20% 24% 19% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Yes, in 3 months Yes, in 6 months Yes, in 1 year Yes, in future No In the near future, do you intend to buy smartphone? N= 500 45% INTEND TO BUY NEW SMARTPHONE IN THE NEXT 3 - 12 MONTHS Thai smartphone market is still potential for late-comer brands
20 If you intend to buy/ change into a new smartphone, which brand would you choose? N= 445 While people under 18- 30 prefer Iphone, those of over 30 love Samsung 42% WOULD CHOOSE IPHONE 7% 14% 10% 3% 3% 2% 1% 1% 2% 3% 2% 2% 5% 2% 3% 4% 1% 7% 4% 6% 10% 8% 3% 5% 38% 35% 29% 37% 47% 42% 35% 48% 44% 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 Apple (iPhone) Samsung Oppo Asus Nokia Lumia Sony Others
21 How much would you spend on your smartphone?($) N= 445 41% SPEND FROM $286- $572 ON PURCHASING SMARTPHONE The higher income, the more they spend 1% 4% 2% 27% 10% 27% 36% 28% 41% 29% 38% 45% 46% 30% 61% 35% 15% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 13% 1% 2% 4% 25% 27% 17% 18% 45% 39% 50% 41% 30% 55% 41% 35% 13% 30% 53% 27% 11% 22% Total Under $210 From $211 - $500 From $501 - $1400 From $1401 - $2386 From $2386 and over Under 286 USD 286 - 572 USD 572 - 857 USD 857 - 1,143 USD Over 1,143 USD
22 12% 22% 37% 42% 52% 61% 62% 65% 68% 69% 71% 74% Others Chip External memory card CPU RAM Battery life Touch screen sensitivity Screen size Back camera solution Front camera solution ( for selfie) Internal storage capacity Operation system ( IOS, Android,… Total N= 445 Which is the functional criteria that you concern about when choosing new smartphone? 74% CONCERN ABOUT OPERATION SYSTEM WHEN BUYING NEW SMARTPHONE 37% 24% 37% 31% 37% 57% 51% 57% 57% 65% 73% 69% Under 18 11% 23% 39% 51% 61% 65% 65% 67% 79% 77% 78% 82% 18-25 5% 20% 31% 38% 50% 53% 62% 61% 68% 69% 61% 74% 26-30 10% 20% 38% 39% 49% 61% 61% 67% 60% 63% 69% 67% Over 30 18- 25 group uses smartphone for selfieing the most therefore they care about camera solution
23 85% 0% 0% 2% 2% 3% 7% No, I don't care Yes, I prefer Finland one Yes, I prefer Chinese one Yes, I prefer Japanese one Yes, I prefer Thai one Yes, I prefer Korean one Yes, I prefer American one Total N= 500 Do you concern about country of origin of these smartphone brands? MOSTLY, THAI DO NOT CARE ABOUT SMARTPHONE COUNTRY OF ORIGIN (85%)
24 N= 500 Regardless of price, if you have a chance, which of these type of smartphones below would you choose? IPHONE 6S PLUS IS DESIRED THE MOST WITH 34% Under 18 love Samsung Galaxy Note 5 High income group (from $2386 and over) love Samsung Galaxy Note 5 18% 17% 24% 20% 11% 22% 19% 19% 19% 27% 26% 35% 23% 28% 27% 34% 29% 33% 34% 35% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30 18% 24% 20% 13% 8% 13% 22% 22% 26% 21% 17% 13% 26% 26% 28% 21% 33% 50% 34% 28% 26% 45% 42% 25% Total Under $210 From $211 - $500 From $501 - $1400 From $1401 - $2386 From $2386 and over Iphone 6S plus Samsung Galaxy Note 5 Samsung Galaxy S6 Edge Plus Iphone 6S
25 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
26 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
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