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Smartphone brand image in Vietnam

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Report about smartphone brand images among smartphone owners. Check out the brand image differences between Apple and Samsung

Published in: Marketing
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Smartphone brand image in Vietnam

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc. Smartphone brand image by ownership
  2. 2. Q: What is the brand of the smartphone that you currently use to answer the survey?, SA Smartphone ownership Samsun g Apple OPPO Sony Asus Lenovo LG HTC Xiaomi Huawei Nokia Acer Blackbe rry Others Female 40% 23% 9% 6% 4% 3% 3% 2% 0% 2% 1% 0% 0% 6% Male 23% 22% 8% 5% 6% 6% 4% 4% 4% 1% 1% 1% 0% 15% All 31% 23% 9% 5% 5% 5% 4% 3% 2% 1% 1% 1% 0% 11% Samsung has the most share by 31% especially popular among female. Apple is No.2 with 23%
  3. 3. Q: What is the brand of the smartphone that you currently use to answer the survey?, SA Satisfaction by product ownership 4% 11% 16% 4%10% 23% 23% 35% 50% 36% 36% 25% 38% 41% 50% 30% 22% 41% 16% 36% 51% 30% 23% 30% 17% 23% 28% 33% Apple Samsung Sony OPPO LG Lenovo Asus Total Dissatisfied Dissatisfied a little Average Satisfied Very satisfied Apple owners have the highest satisfaction level followed by Sony
  4. 4. Q: What are the mobile phone brand that you think is "Luxurious", MA Brand Image - Luxurious Apple Samsu ng Nokia HTC Sony OPPO LG Lenov o Asus Blackb erry Xiaomi Huawe i Acer Tôi không biết Khác, ghi rõ: Female 58% 36% 6% 5% 14% 15% 3% 2% 4% 3% 1% 1% 0% 1% 1% Male 59% 32% 2% 5% 12% 10% 3% 1% 4% 4% 2% 1% 2% 1% 3% IOS 87% 20% 3% 4% 9% 8% 1% 1% 1% 6% 1% 1% 2% 1% 0% Android 50% 38% 4% 5% 14% 13% 4% 2% 5% 3% 2% 1% 1% 1% 2% All 58% 34% 4% 5% 13% 12% 3% 1% 4% 4% 2% 1% 1% 1% 2% IOS user considers iPhone as “Luxurious”
  5. 5. Q: What are the mobile phone brand that you think is “cheap”?, MA Brand Image - Cheap Apple Samsu ng Nokia HTC Sony OPPO LG Lenovo Asus Blackbe rry Xiaomi Huawei Acer I do not think about any Others Female 2% 12% 19% 5% 0% 17% 5% 15% 12% 4% 17% 14% 6% 10% 0% Male 2% 11% 15% 5% 3% 12% 5% 19% 17% 2% 26% 17% 6% 6% 2% IOS 7% 12% 16% 5% 1% 15% 4% 17% 12% 5% 25% 15% 7% 7% 1% Android 0% 12% 17% 5% 2% 14% 5% 17% 15% 2% 20% 16% 6% 8% 1% All 2% 12% 17% 5% 1% 14% 5% 17% 14% 3% 22% 16% 6% 8% 1% Xiaomi is federated with cheap image especially from male and IOS users
  6. 6. Q: What are the mobile phone brand that you think is ”bad quality“?, MA Brand Image – Bad quality Apple Samsu ng Nokia HTC Sony OPPO LG Lenovo Asus Blackbe rry Xiaomi Huawei Acer I do not think about any Others Female 2% 1% 4% 7% 2% 9% 7% 11% 5% 5% 22% 15% 9% 22% 1% Male 2% 5% 4% 6% 2% 13% 5% 13% 9% 6% 15% 24% 17% 15% 1% IOS 2% 4% 2% 5% 2% 11% 6% 14% 7% 5% 23% 14% 10% 18% 0% Android 2% 3% 5% 6% 2% 12% 6% 11% 7% 5% 17% 21% 14% 18% 1% All 2% 3% 4% 6% 2% 12% 6% 12% 7% 5% 18% 20% 13% 18% 1% Xiaomi and Huawei are federated with “bad quality” the most among all the brands
  7. 7. Q: What are the mobile phone brand that you think is ”brand for youth“?, MA Brand Image – Brand for youth Apple Samsu ng Nokia HTC Sony OPPO LG Lenov o Asus Blackb erry Xiaomi Huawe i Acer I do not think about any Others Female 11% 41% 22% 2% 6% 31% 10% 5% 7% 1% 3% 4% 3% 9% 1% Male 20% 36% 17% 7% 9% 28% 7% 9% 8% 3% 12% 5% 3% 7% 1% IOS 28% 28% 27% 3% 5% 24% 5% 3% 5% 2% 3% 2% 0% 7% 1% Android 13% 41% 16% 6% 8% 31% 9% 8% 8% 2% 9% 6% 4% 8% 1% All 16% 38% 19% 5% 7% 29% 8% 7% 8% 2% 8% 5% 3% 8% 1% Samsung got the most popularity, followed by OPPO
  8. 8. Q: What are the mobile phone brand that you think is ”brand for adult“?, MA Brand Image – Brand for adult Apple Samsu ng Nokia HTC Sony OPPO LG Lenov o Asus Blackb erry Xiaomi Huawe i Acer Tôi không biết Khác, ghi rõ: Female 44% 31% 27% 11% 16% 11% 10% 4% 5% 10% 1% 2% 3% 6% 1% Male 32% 32% 34% 9% 16% 11% 9% 7% 7% 15% 4% 3% 4% 5% 1% IOS 51% 24% 27% 8% 16% 2% 8% 4% 2% 9% 1% 0% 1% 8% 0% Android 34% 34% 32% 11% 16% 13% 10% 6% 7% 14% 4% 3% 4% 4% 1% All 38% 32% 31% 10% 16% 11% 9% 6% 6% 13% 3% 3% 3% 5% 1% Apple is No.1, especially gathering the popularity from female and IOS users
  9. 9. Q: What are the brand that you consider to buy next? (up to 3), MA Brand to consider for the next purchase (Up to 3) Apple Samsu ng Nokia HTC Sony OPPO LG Lenov o Asus Blackb erry Xiaomi Huawe i Acer Tôi không biết Khác, ghi rõ: Female 49% 54% 11% 13% 21% 23% 5% 4% 4% 5% 3% 2% 1% 3% 1% Male 54% 50% 6% 8% 20% 16% 11% 6% 6% 6% 12% 3% 4% 3% 0% IOS 80% 46% 9% 12% 15% 17% 5% 2% 1% 8% 4% 0% 2% 2% 0% Android 43% 54% 8% 10% 22% 20% 9% 6% 6% 4% 9% 3% 2% 3% 1% All 52% 52% 8% 10% 20% 19% 8% 5% 5% 5% 7% 2% 2% 3% 1% 80% of iPhone users considers to stick with Apple brands
  10. 10. Q: What are the brand that you consider to buy next the most?, SA Brand to consider for the next purchase (the most) Apple Samsu ng Nokia HTC Sony OPPO LG Lenov o Asus Blackb erry Xiaomi Huawe i Acer Tôi không biết Khác, ghi rõ: Female 35% 32% 4% 3% 6% 9% 0% 1% 2% 2% 1% 0% 1% 2% 0% Male 36% 27% 1% 4% 7% 6% 4% 2% 3% 2% 6% 0% 1% 2% 0% IOS 69% 15% 4% 2% 2% 3% 1% 0% 0% 3% 0% 0% 0% 2% 0% Android 25% 34% 2% 4% 9% 9% 2% 2% 3% 2% 5% 1% 1% 2% 0% All 35% 29% 3% 4% 7% 7% 2% 2% 3% 2% 4% 0% 1% 2% 0% 69% of iPhone users strongly considers to stick with Apple brands
  11. 11. Total Score comparison Apple Samsu ng Nokia HTC Sony OPPO LG Lenovo Asus Blackbe rry Xiaomi Huawei Acer Luxurious 58% 34% 4% 5% 13% 12% 3% 1% 4% 4% 2% 1% 1% Cheap 2% 12% 17% 5% 1% 14% 5% 17% 14% 3% 22% 16% 6% Bad quality 2% 3% 4% 6% 2% 12% 6% 12% 7% 5% 18% 20% 13% Brand for youth 16% 38% 19% 5% 7% 29% 8% 7% 8% 2% 8% 5% 3% Brand for adult 38% 32% 31% 10% 16% 11% 9% 6% 6% 13% 3% 3% 3% Considered to buy 52% 52% 8% 10% 20% 19% 8% 5% 5% 5% 7% 2% 2% Considered to buy the most 35% 29% 3% 4% 7% 7% 2% 2% 3% 2% 4% 0% 1%
  12. 12. Summary • Samsung has the most share by 31% especially popular among female. Apple is No.2 with 23% • Apple is strongly federated with the brand image of Luxurious, especially among the current iPhone users • Xiaomi and Huawei are associated with the negative images of cheap and bad quality • Samsung is more associated with “for youth” image while “Apple” is more for adult • Both of Samsung and Apple have the best popularity in terms of “brand to consider”. 80% of iPhone users considers to stick with Apple brands
  13. 13. Q&Me – About Online Market Research Services
  14. 14. Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/3 of the competitor pricing
  15. 15. Respondent profiles Our strength is 16-39 years old and urban areas. This is where most biz customers would like to research 17% 8% 8% 8% 8% 8% 7% 7% 7% 22% 0% 1% 18% 31% 22% 14% 7% 3% 3% 1% <9 10-14 15-19 20-24 25-29 30-34 35-3940-44 45-49 50- Stats Q&Me Active users by age Urban user ratio (top 6 provinces) 22% 51% 78% 49% Stats Q&Me Top 6 provinces Others
  16. 16. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC, Vietnam Tel. +84 839 100 043

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