Smartphone brand survey (Vietnam)Asia Plus Inc.

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
 Objective

Smartphone brand landscape has faced a

significant changes over a couple of years. In
addition to the traditional device players, we
came to see many new players mainly from
China.

This survey is conducted in order to understand

the smartphone brand image that are changing
fast-pace.

The survey was conducted to 759 respondents

from 16-39, nationwide in May 2018.
 Smartphone brand recognition
0%
1% 1%
2% 1% 3% 2% 5%
5% 8%
10% 11% 10% 14% 15%
20%
13% 15%

98% 97% 94%

88% 87% 86%
73% 72% 71%

Samsung Apple Oppo Sony Nokia HTC Asus Xiaomi Huawei

I know them as smartphone brand I know it but did not recognize as smartphone brand I do not know

Samsung, Apple and Oppo are recognized more than 90% of Vietnamese
Q. Please choose what is applicable to the following brand:
 Brand comparison - User profile
Apple Samsung Oppo Xiaomi Nokia
Gender

Male,
Fema Male, Female, Female, Male, Male, Female, Male,
44% Female,
le, 51% 56% 55% 45% 49% 41% 59%
51%
49%

Age
30-39,
30-39, 16-23, 30-39, 18% 16-23,
16-23, 30-39, 30-39,
27% 31% 30% 16-23, 27%
35% 35% 16-23, 34%
40%
48%

24-29, 24-29,
24-29, 24-29, 24-29,
21% 55%
38% 34% 26%

Income
Low, Low, High, High, Low,
High, High, Low, Low, High,
19% 17% 21% 23% 27%
34% 32% 27% 26% 32%

Mid, Mid, Mid, Mid, Mid,

47% 51% 52% 51% 41%
 Brand comparison - User satisfaction
5% 4% 9%
11% 10%
23%
27%
43%
33% 36% 43%

41%

67%
55% 54% 54% 49%
36%

Total Apple Samsung Sony Xiaomi OPPO

High (9-10) Mid (7-8) Low (1-6)

Apple has the highest user satisfaction, followed by Samsung, Sony

Q. How much are you satisfied with the current phone ? (1-10, 10=highest)
 Brand comparison - Satisfaction / Dissatisfaction

Satisfied – top 3
High Quality Good camera Long battery life
High Quality High specification
(19%) feature (18%)
(30%) (29%)
(20%)

Good design Good design Easy to use Affordable price Durability

(17%) (14%) (16%) (26%) (18%)

Stability Easy to use High Quality Long battery life High Quality
(10%) (14%) (14%) (14%) (14%)

Dissatisfied – top 2
Short battery life Bad performance Bad performance Bad performance Apps are old
(3%) (8%) (7%) (7%) (9%)

Short battery life Short battery life Overheating Bad performance

(3%) (5%) (3%) (7%)

Q. What are the reasons for that? (FA)

 Brand image (1)
Apple Samsung Oppo

31% 31%
36% 34% 30%
47%
46% 46% 43% 39%
40%
39%
32% 31%
58% 60% 28%
53% 55% 56%
40% 36% 34% 35%
25% 21% 18%
11% 11% 8%

Strongly agree Agree Strongly agree Agree Strongly agree Agree

Q. What are the images that are applicable to XXX?

 Brand image (2)
Xiaomi Nokia

42%
35%
30% 33%
34%
23% 38%
21% 28% 28%

25%
13% 11% 11% 15%
9% 8% 10% 10% 10%

Strongly agree Agree Strongly agree Agree

Q. What are the images that are applicable to XXX?

 Brand image - Samsung
5.0

4.5 4.3 4.3

4.3 4.3 4.3
4.2 4.2 4.2 4.1 4.2 4.1 4.1 4.1 4.1
4.2
4.1 4.1 4.1 4.1 4.2 4.1 4.0 4.1 4.2
3.9 3.9 3.9
4.0 3.9 3.8 3.8

3.5

3.0

2.5

2.0
Innovative Stylish Good quality Luxurious Proud to have
Total Male Female 16 - 23 24 - 29 30 - 39

30’s and male evaluate Samsung higher

Q. What are the images that are applicable to XXX?
 Brand image - Apple
5.0

4.4 4.5 4.4 4.4 4.4 4.4 4.4 4.5 4.4 4.4 4.4 4.4 4.5 4.5 4.4 4.5 4.5 4.4 4.5 4.5 4.5 4.5 4.5 4.5
4.4 4.4 4.4 4.4 4.4 4.4
4.5

4.0

3.5

3.0

2.5

2.0
Innovative Stylish Good quality Luxurious Proud to have
Total Male Female 16 - 23 24 - 29 30 - 39

Image as luxurious and good quality is strong

Q. What are the images that are applicable to XXX?
 Brand image - Oppo
5.0

4.5

4.0
3.8 3.7 3.8 3.7 3.8 3.8 3.7 3.7 3.8 3.7 3.7 3.7
3.5 3.4 3.5 3.5 3.4 3.5 3.4 3.4 3.5 3.5 3.4 3.4
3.5 3.3 3.3 3.4 3.3 3.3 3.4

3.0

2.5

2.0
Innovative Stylish Good quality Luxurious Proud to have
Total Male Female 16 - 23 24 - 29 30 - 39

Image of innovative and stylish is higher than other items

Q. What are the images that are applicable to XXX?
 Brand image - Xiaomi
5.0

4.5

4.0
3.7 3.6
3.5 3.6 3.5
3.5 3.5 3.4 3.5 3.4 3.5 3.4 3.4 3.5 3.5 3.4 3.4 3.3
3.5 3.3 3.3 3.3
3.4 3.3
3.2 3.2 3.2 3.2 3.2
3.1 3.2
3.0

2.5

2.0
Innovative Stylish Good quality Luxurious Proud to have
Total Male Female 16 - 23 24 - 29 30 - 39

Xiaomi has better image among the youth

Q. What are the images that are applicable to XXX?
 Brand image - Nokia
5.0

4.5

4.0 3.9 3.9 3.8 3.8 3.9 3.9

3.6 3.6 3.6
3.5
3.5
3.5 3.5 3.5 3.6 3.4 3.5 3.5 3.5 3.5
3.5 3.4 3.4 3.3 3.3 3.4 3.4 3.4 3.3 3.3 3.4

3.0

2.5

2.0
Innovative Stylish Good quality Luxurious Proud to have
Total Male Female 16 - 23 24 - 29 30 - 39

Nokia has outstanding image as good quality brand (due to long history in
Vietnam, probably)
Q. What are the images that are applicable to XXX?
 Brand to consider for the next purchase

Samsun
Apple Sony OPPO Nokia Xiaomi HTC LG Huawei Asus Others
g
Total 70% 67% 21% 19% 15% 13% 9% 8% 8% 6% 11%
16 - 23 73% 63% 21% 19% 10% 15% 8% 10% 10% 8% 10%
24 - 29 71% 68% 24% 22% 15% 12% 11% 6% 6% 6% 13%
30 - 39 64% 71% 18% 17% 19% 11% 9% 7% 6% 5% 12%
Consider the most 48% 31% 4% 4% 2% 4% 1% 1% 2% 1% 2%

Apple are considered to be highest, especially popular among youth.

Q. What are the smartphone brand that you consider to buy (the most) for the next purchase?
 Reasons for next purchase - Brand loyalty
(For each brand owner) Ratio of those who consider the same brand for next purchase

Apple Samsung Oppo Xiaomi Nokia

10% 16% 14%
36% 34%
46%
60% 59%
70%
77%

90% 84% 86%

64% 66%
54%
40% 41%
30%
23%

Brand to Brand to Brand to Brand to Brand to Brand to Brand to Brand to Brand to Brand to
consider consider the consider consider the consider consider the consider consider the consider consider the
most most most most most

Apple has by far the highest brand loyalty

Q. What are the smartphone brand that you consider to buy (the most) for the next purchase?
 Reasons for next purchase
67%
61%
57%
48% 45%
38%
33%
29%
21%
17% 17% 15% 13% 11%

Brand and design are the two most important item. Camera feature is among
the highest reasons to choose brand
Q. What are the reasons why you would like to purchase this smartphone ?
 Reasons for next purchase - Profile

Good camera
Good brand Good design Durability Good display Good price Battery life
feature
Total 67% 61% 57% 48% 45% 38% 33%
Male 65% 64% 58% 52% 48% 40% 35%
Female 69% 58% 56% 44% 42% 37% 30%
16 - 23 66% 63% 56% 51% 50% 37% 36%
24 - 29 67% 62% 56% 48% 45% 36% 30%
30 - 39 68% 58% 59% 43% 39% 43% 31%

Brand and design are the two most important item. Youth want camera feature
more
Q. What are the reasons why you would like to purchase this smartphone the most?
 Reasons for next purchase - Reason to consider

Brand Brand Good price Good price Durability

(81%) (65%) (65%) (78%) (86%)

Good design Good camera

Good design Battery life Good price
(63%) feature
(66%) (63%) (79%)
(55%)

Durability Good price Good design Durability Good design

(62%) (56%) (55%) (59%) (71%)

Good camera Durability Good design Battery life

Durability
feature (45%) (34%) (71%)
(50%)
(54%)

Good display Good display Good display Good display Brand

(50%) (42%) (45%) (34%) (57%)

Q. What are the reasons for that? (FA)

Summary
• Apple, Samsung, Oppo are recognized more than
90% of the respondents

• Apple users have the highest satisfaction ratio, as

well as the best loyalty. Apple has strong luxurious
and proud-to-have image

• Apple and Samsung are satisfied with the device due

to quality and design. Oppo is popular due to its
camera feature

• Brand, design and durability are the 3 items to pay

attention to, in considering the new device

• Nokia still has a steady good quality image, due to

long history
AUDIENCE PROFILE
Respondent profile (N=759)

Age Gender City

30 - 39, 31% 16 - 23, 34% Others, 31%

HCM, 35%

Female, 51% Male, 49%

24 - 29, 35% Hanoi, 34%

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Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 330,000 members as of Mar, 2018
Age Gender City
31%

22% 19%
18%
44% 47%
14%
56% 18%

7%
6%
3% 3%
1% 1%
0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
 Process for the quality assurance

Questionnaire Take out users Take out speed Manual check by Re-assortment of
based on the with irrelevant users the experienced panelist priorities
exact profile replies researchers
• We count the • Based on the
• Refined and very • Remove Fake average median • Our experienced survey results, bad
derailed database questions hit time and take out researchers will users are screened
panel users those who are check the out while prioritizing
• Remove less than that relevance as well those who return s
Contradicted as open good feedbacks.
answer users comments
• Take out straight
answer users
 Evaluation for our quality assurance
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several methods providing data with quality
Our quality score by SSI
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
97% 91%
LOI (Lenght of Interview) 10 minutes

Success Criteria Overral score of 80% or higher

FACT CONSISTENCY SCORE THOUGHT
CONSISTENCY SCORE

THE RESULTS

89% 97% Overal score 93.5%

Average score 73%

in the industry
STRAIGHT-LINER/ FLAT- SPEEDERS SCORE
LINER SCORE

(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
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 Smartphone usage

Samsu Blackbe
Apple OPPO Xiaomi Sony Nokia Asus HTC Huawei Others LG Lenovo Vivo
ng rry
Total 36% 36% 7% 5% 4% 3% 3% 2% 2% 1% 1% 1% 1% 1%
Male 37% 33% 7% 5% 4% 3% 4% 2% 2% 1% 1% 1% 1% 0%
Female 35% 39% 8% 5% 4% 2% 1% 2% 2% 1% 0% 1% 1% 1%
16 - 23 37% 33% 10% 5% 2% 2% 3% 3% 2% 2% 0% 0% 0% 1%
24 - 29 39% 35% 5% 3% 5% 5% 2% 2% 2% 0% 1% 1% 1% 0%
30 - 39 31% 41% 7% 5% 4% 2% 3% 1% 3% 0% 1% 1% 1% 1%

Samsung and Apple are most frequently used. Below 29 y.o group and male consider
choosing Samsung, while female and group above 30 prefer Apple
Q. What brand of smartphone do you use most often?