97% internet population in Thailand use smartphone. Find more at: http://www.di-onlinesurvey.com/

1. October 2015
STUDY ABOUT SMARTPHONE USAGE
IN THAILAND
BY DI-MARKETING (www.di-onlinesurvey.com)

2. 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

3. 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%

4. 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

5. 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

6. 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

7. 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

8. 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

9. 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

10. 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

11. 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

12. 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

13. 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

14. 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

15. 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

16. 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

17. 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

18. 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

19. 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

20. 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

21. 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

22. 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

23. 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

24. 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%)

25. 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

26. 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

27. 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

28. 27