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Vietnam smartphone popularity 2020

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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.

Published in: Marketing
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Vietnam smartphone popularity 2020

  1. 1. Q&Me is online market research provided by Asia Plus Inc. Vietnam Smartphone popularity 2020 Asia Plus Inc.
  2. 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. 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. 4. Subtitle
  5. 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. 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. 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. 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. 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. 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. 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. 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. 13. Brand impressions
  14. 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. 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. 16. Respondent profile
  17. 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. 18. Q&Me – About Online Market Research Services
  19. 19. Our service We offer the opportunity for you to understand Vietnamese consumers better with technology, with the service brand name of Q&Me Online market research Offline market research Field marketing app Understand consumers quick and deep with over 500K direct Vietnamese panels. Traditional market research with technology, for better and quicker data collections Cloud-based solutions to ease manual-based operations in the field
  20. 20. Online market research - Audience We have over 500,000 members nation-wide who are eager to share their opinions. Our data provisions are quickest due to this vast direct panel system. 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. 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
  22. 22. Our advantage – Quick with quality With combining the technology with the well-trained humane operations, Q&Me 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.
  23. 23. Our customers Food & Beverage FMCG Manufacturing Technology Finance Others Retail
  24. 24. Contact Us URL: http://www.qandme.net Contact: info@qandme.net Q&Me is operated by Asia Plus Inc. Asia Plus Inc. Floor 6, Phuong Long Building, 506 Nguyen Dinh Chieu Street, Ward 4, District 3, HCM City, Vietnam Tel. +84 2839 100 043

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