This survey covers the brand popularity of the smartphones. Smartphone becomes the device of the information hub among Vietnamese, and they spend hours for the communication, media consumption and online purchases etc. The survey clarifies the brand popularity, reasons, satisfaction by the brand. This survey was conducted among 18 – 39 years old of 571 samples in December 2020.

1. Q&Me is online market research provided by Asia Plus Inc.
Vietnam Smartphone popularity 2020
Asia Plus Inc.

2. Overview
This survey covers the brand popularity of the
smartphones. Smartphone becomes the device
of the information hub among Vietnamese, and
they spend hours for the communication, media
consumption and online purchases etc.
The survey clarifies the brand popularity,
reasons, satisfaction by the brand.
This survey was conducted among 18 – 39
years old of 571 samples in December 2020.

3. Respondent profile
In order to have a certain figure and by a certain top brands,
we have the quota to put iPhone user as 1/3 of the toral
respondents.
iPhone, 32%
Samsung, 34%
Oppo, 14%
Xiaomi, 7%
Vsmart, 3%
Vivo, 3%
Others, 8%
Mobile phones that are used the most

4. Subtitle

5. Mobile phone brand recognition
Samsung, Apple has highest ownership. Traditional players such as Nokia or
Sony recognition still remains as high.
96% 94%
86%
77%
65% 63% 63% 61%
51%
42% 37%
Samsung Apple Oppo Nokia Sony Xiaomi Vivo Huawei Vsmart Realme BlackBerry
Q. Which brands do you know as the manufacturer of mobile phone?

6. Mobile phone brand top-of-mind
Apple and Samsung are dominant. While iPhone has higher rate among the
youth, Samsung is popular among 30 and above.
Q. What brand comes up when you hear mobile phone?
46%
36%
9%
2% 2%
4%
Apple Samsung Oppo Nokia Xiaomi others
Total
51%
25%
52%
30%
39%
47%
Apple Samsung
Apple vs Samsung by ages
Below 23 24-29 30 and above

7. NPS
iPhone has the highest NPS score followed by Samsung and Oppo. The other
brands have the similar NPS.
6% 6%
14% 11% 13%
29%
24%
13%
31%
47% 44% 12%
70%
81%
55%
42% 44%
59%
64%
75%
41%
32% 31%
29%
0%
10%
20%
30%
40%
50%
60%
70%
80%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Samsung (183) Apple (167) Oppo (67) Xiaomi (34) Vivo (14) Vsmart (12)
Detractors Passive Promoters NPS
Q. How much would you like to recommend your smartphone to your friends or relatives?

8. Reasons for satisfaction (by brand)
Apple and Samsung has the similar demand although Apple has higher rate.
Other brands attract the users by the affordable price and ease of use.
High quality
78%
High quality
56%
Affordable price
66%
Good brand
71%
Good brand
55%
Good camera
52%
Good security
65%
Good design
51%
Ease of use
54%
Good design
59%
Ease of use
50%
Long battery life
49%
Good camera
57%
Stability
49%
Good design
54%
Stability
57%
Affordable price
50%
Stability
48%
Apple Oppo
No.1
No.2
No.3
No.4
No.5
No.6
Q. What are the reasons for the positive / negative reasons?
Affordable price
91%
Affordable price
86%
Ease of use
92%
Ease of use
56%
Ease of use
86%
Good design
58%
Stability
53%
High quality
79%
Affordable price
83%
Good design
47%
Long battery life
71%
Good camera
58%
Long battery life
47%
Stability
64%
High quality
58%
High quality
44%
Good design
64%
Stability
50%
Samsung Xiaomi VsmartVivo

9. Reason for dissatisfaction
14%
13%
17%
19%
19%
36%
48%
Others
Not good design
No durability
High price
Not good security
Short battery life
Overheating
Overheating and short battery life are the two items that
Vietnamese are not happy with
Q. What are the reasons for the positive / negative reasons?

10. Location to purchase
79%
27%
14%
10%
7%
Electric chain
store (including
online)
Local store EC platform From friends/
relatives
Brand website /
shops
Electric chain has the dominant popularity.
Q. Where did you buy the current smartphone?

11. Brand they consider to buy the next
Apple and Samsung are dominant. While Apple has higher popularity among
youth, Samsung is rated higher among 30 and above
Q. What are the smartphone brand that you consider to buy the most for the next purchase?
44%
29%
6% 6% 5%
9%
Apple Samsung Vsmart Oppo Xiaomi Others
Total
52%
22%
8%
7% 5% 6%
46%
27%
5% 4% 4%
14%
38%
36%
3%
6%
9% 8%
Apple Samsung Xiaomi Oppo Vsmart Others
Total
Below 23 24-29 Above 29

12. Ratio of those who consider to buy the
same brand
While 60% of Apple users wishes to buy iPhone as the next phone,
Samsung is 43%. The other phone has much lower ratio, indicating the
brand equity is lower than the others.
Q. What are the smartphone brand that you consider to
buy the most for the next purchase?
60%
43%
18%
Apple phones owners Samsung phones owners Other phone owners
* Based on the phones that the respondents use the most

13. Brand impressions

14. Brand impressions
Apple has the strong images of good quality, luxurious and proud to have. Samsung is strong in
innovation. Among the others, Vinsmart have a positive image in innovative.
44%
49%
56% 57% 56%
28%
25%
24% 22% 21%
Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Apple (178)
Strongly agree Agree
Neutral Disagree
Strongly disagree
Q. What are the images that are applicable to each statement? (only among those who recognize the brands)
46% 46% 45% 42% 41%
31% 30% 29% 31%
25%Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Samsung (194)
Strongly agree Agree
Neutral Disagree
Strongly disagree
29% 29%
24% 26% 26%
28% 30%
25% 24%
19%
Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Oppo (78)
Strongly agree Agree
Neutral Disagree
Strongly disagree
27% 23% 24% 22% 25%
30%
27% 26% 25% 21%
Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Vsmart (17)
Strongly agree Agree
Neutral Disagree
Strongly disagree
24% 21% 24% 22% 19%
31%
27% 27%
26%
23%
Innovative
StylishG
ood
qualityLuxurious
Proud
to
have
Xiaomi (38)
Strongly agree Agree
Neutral Disagree
Strongly disagree

15. Brand impressions: User / non-user ratio
Apple has the lowest gap between users / non-users (Non-users have a good expectation for the
brand). Xiaomi has the biggest gap. Although users have the good impression in the products, non-
users do not recognize as users
78% 79%
87% 85% 81%
69% 72% 77% 76% 74%
9% 7% 9% 9% 6%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
Apple (178)
Users Non-users Gap
Q. What are the images that are applicable to each statement? (only among those who recognize the brands)
86% 85% 85%
78% 79%
72% 70% 68% 70%
60%
14% 15% 17%
8%
19%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
Samsung (194)
Users Non-users Gap
71% 74%
64% 65%
59%54% 56%
46% 47% 42%
17% 18% 18% 18% 17%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
Oppo (78)
Users Non-users Gap
71% 71% 71%
53%
65%
57%
49% 49% 47% 45%
14%
22% 22%
6%
20%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
VSmart (17)
Users Non-users Gap
87%
66%
82%
63% 63%
51% 47% 47% 46% 40%
36%
19%
34%
17%
23%
0%
5%
10%
15%
20%
25%
30%
35%
40%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Innovative Stylish Good quality Luxurious Proud to
have
Xiaomi (38)
Users Non-users Gap

16. Respondent profile

17. Respondent profile (N=571)
Male, 51%
Female, 49%
Gender
Single, 49%
Married, no kids, 5%
Married, with
kids, 45%
Divorce /
Separated, 2% Age
HCM, 37%
Hanoi, 26%
City
18-23, 29%
24-29, 29%
30-39, 42%
Age

18. Q&Me – About Online Market Research Services

19. Our service
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0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
<9
10-14
15-19
20-24
25-2930-34
35-3940-44
45-49
50-
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

21. Offline market research - Coverage
More than 300 well-educated fieldworkers nation-wide with the real-time
connections via our dedicated mobile app for higher quality data collections
HCM: 130
Can Tho: 40
Da Nang : 40
Hanoi : 70
Nha Trang : 20
Hai Phong : 10
Daklak : 10
Fieldworker deployment

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provides several methods providing data with quality
Our quality score by SSI
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) 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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