TV market in Vietnam
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The survey found that Samsung and Sony are the most well-known TV brands in Vietnam. Samsung had the highest brand awareness and market share at 30%, followed by Sony at 26%. Quality and screen resolution were the most important factors considered when purchasing a TV. LED and LCD TVs using 32-inch screens were most popular. Over half of respondents intended to purchase a new TV within a year, preferring Samsung and Sony brands. Customer satisfaction was highest for Panasonic and Sony TVs.
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TV market in Vietnam
- 1. October 2015 STUDY ABOUT TELEVISION MARKET IN VIETNAM BY DI-MARKETING (www.di-onlinesurvey.com)
- 2. 1 SCOPE OF WORK ๏ถ The survey was conducted to study about television market in Vietnam ๏ถ Methodology: Online survey ๏ถ Fieldwork time: 3 days (22/10/2015 to 25/10/2015) ๏ถ Sample size: N = 800 ๏ถ Target respondent: Male & Female, own Television ๏ถ Geography: Nationwide
- 3. 2 KEY FINDINGS โข Samsung (85%) & Sony (80%) are the most well-known TV brands โข TVC is the most effective channel to leverage awareness โข Samsung (30%) & Sony (26%) are market leaders โข Quality (54%) and high-solution screen (50%) are the top criteria when buying TV โข Led and LCD are the most popular technology in Vietnam โข 35% use 32 inch TV in screen size โข 80% feel satisfied with their current chosen TV brand โข More than 50% intend to buy new TV in next 1 year and Samsung & Sony are top choices (31%) โข Smart TV is the most desired with 62% โข 76% buy TV at big electronic center
- 4. 3 Age N = 800 DEMOGRAPHIC INFORMATION Gender Living place Occupation 29% 26% 42% 4% Over 30 26-30 18-25 Under 18 50% 50% Male Female 34% 2% 2% 5% 20% 38% Others Cแบงn Thฦก Hแบฃi Phรฒng ฤร Nแบตng Hร Nแปi Hแป Chรญ Minh 7% 3% 3% 10% 10% 11% 23% 34% Others Housewife Job seeker/Retire Factory worker Self employees Engineer/Doctor/Teacher Student Officer
- 5. 4 3% 4% 6% 13% 20% 25% 38% 50% 59% 71% 75% 76% 80% 85% 87% Others Skyworth Asanzo Niken VTB ARIRANG Philips TCL Sharp Toshiba Panasonic LG Sony Samsung SAM Total 2% 3% 3% 11% 17% 28% 46% 49% 59% 74% 74% 75% 77% 85% 87% Ho Chi Minh 1% 7% 7% 14% 12% 11% 30% 43% 63% 66% 69% 75% 80% 83% 86% Ha Noi 3% 3% 5% 13% 11% 21% 34% 71% 63% 89% 87% 82% 92% 92% 95% Da Nang 5% 2% 7% 14% 29% 29% 35% 51% 55% 67% 77% 78% 81% 84% 86% Others Which TV brands below do you know ? N = 800 SAMSUNG AND SONY ARE THE MOST WELL-KNOWN TV BRANDS
- 6. 5 How do you know these TV brands above ? TVC AND POINT OF SALE ARE EFFECTIVE MARKETING CHANNEL TO LEVERAGE AWARENESS 3% 27% 28% 31% 43% 45% 47% 48% 68% 74% Others Out of home ads Sales person Facebook ads Website ads See others use this brand Friends/ relatives' recommendation Newspaper/ magazines ads Points of sale TVC Total 7% 17% 37% 43% 53% 33% 40% 47% 70% 67% Under 18 3% 27% 27% 29% 44% 40% 43% 48% 67% 76% 18-25 3% 30% 26% 33% 46% 53% 51% 48% 67% 74% 26-30 3% 26% 29% 29% 39% 44% 48% 46% 68% 71% Over 30 N = 800
- 7. 6 Which TV brands do you currently use ? SAMSUNG (30%) & SONY (26%) ARE MARKET LEADERS IN VIETNAM 0% 0% 0% 0% 1% 1% 1% 1% 3% 5% 7% 10% 15% 26% 30% Others Niken Skyworth Philips Asanzo ARIRANG VTB SAM Sharp TCL Panasonic Toshiba LG Sony Samsung Total 0% 1% 0% 0% 0% 0% 1% 2% 2% 7% 8% 13% 13% 26% 26% Ho Chi Minh 0% 0% 1% 2% 1% 1% 1% 0% 5% 5% 7% 4% 19% 20% 35% Ha Noi 3% 0% 0% 0% 0% 0% 0% 0% 0% 3% 3% 29% 21% 21% 21% Da Nang 0% 0% 0% 0% 1% 1% 1% 1% 3% 2% 7% 9% 15% 29% 32% Others Toshiba is preferred the most in Da Nang city N = 800
- 8. 7 Why do you choose the TV brand you currently use ? GOOD QUALITY (54%) IS THE TOP CRITERIA WHEN BUYING TV 11% 10% 11% 12% 12% 20% 22% 22% 23% 32% 33% 44% 44% 44% 50% 54% Others Good service Anti dazzle Allow 3D screen Sale person's recommendations Frequent promotions/ discounts Support smart hub (internet,..) Japanese brand Friends/ Relatives reccomendations Good warranty Support HD solution Beautiful design Energy saving Affordable price High- solution screen Good quality Total N = 800
- 9. 8 Why do you choose the TV brand you currently use ? BOTH SAMSUNG AND SONY ARE HIGHLY APPRECIATED FOR HIGH QUALITY, HIGH-SOLUTION SCREEN AND BEAUTIFUL DESIGN 11% 11% 11% 15% 15% 19% 24% 10% 23% 32% 38% 52% 47% 45% 56% 53% Others Good service Anti dazzle Allow 3D screen Sale person's recommendations Frequent promotions/ discounts Support smart hub (internet,..) Japanese brand Friends/ Relatives reccomendations Good warranty Support HD solution Beautiful design Energy saving Affordable price High- solution screen Good quality Samsung 12% 12% 13% 16% 9% 17% 32% 39% 30% 37% 41% 47% 45% 43% 59% 62% Others Good service Anti dazzle Allow 3D screen Sale person's recommendations Frequent promotions/ discounts Support smart hub (internet,..) Japanese brand Friends/ Relatives reccomendations Good warranty Support HD solution Beautiful design Energy saving Affordable price High- solution screen Good quality Sony N = 800
- 10. 9 13% 5% 9% 9% 10% 10% 13% 28% 28% 30% 32% 40% 45% 54% 55% 56% Others Allow 3D screen Anti dazzle Support smart hub (internet,..) Good service Friends/ Relatives reccomendations Sale person's recommendations Frequent promotions/ discounts Good warranty Support HD solution Japanese brand Beautuful design High- solution screen Good quality Affordable price Energy saving Toshiba Why do you choose the TV brand you currently use ? LG = GOOD QUALITY, HIGH-SOLUTION SCREEN AND GOOD PRICE TOSHIBA = ENERGY SAVING, GOOD PRICE AND QUALITY 11% 9% 12% 9% 12% 22% 20% 10% 27% 31% 29% 42% 41% 45% 49% 55% Others Good service Anti dazzle Allow 3D screen Sale person's recommendations Frequent promotions/ discounts Support smart hub (internet,..) Japanese brand Friends/ Relatives reccomendations Good warranty Support HD solution Beautiful design Energy saving Affordable price High- solution screen Good quality LG N = 800
- 11. 10 5% 10% 14% 24% 5% 22% 8% 20% 34% 29% 42% 41% 39% 63% 37% 41% Others Allow 3D screen Anti dazzle Support smart hub (internet,..) Good service Friends/ Relatives reccomendations Sale person's recommendations Frequent promotions/ discounts Good warranty Support HD solution Japanese brand Beautuful design High- solution screen Good quality Affordable price Energy saving Panasonic Why do you choose the TV brand you currently use ? N = 800 3% 0% 6% 11% 0% 14% 19% 17% 22% 17% 3% 25% 25% 31% 53% 31% Others Allow 3D screen Anti dazzle Support smart hub (internet,..) Good service Friends/ Relatives reccomendations Sale person's recommendations Frequent promotions/ discounts Good warranty Support HD solution Japanese brand Beautuful design High- solution screen Good quality Affordable price Energy saving TCL PANASONIC = GOOD QUALITY AND JAPANESE BRAND TCL = AFFORDABLE PRICE
- 12. 11 85% 80% 76% 75% 71% 59% 50% 38% 25% 20% 13% 6% 4% 3% 30% 26% 15% 7% 10% 3% 5% 0% 1% 1% 0% 1% 0% 0% Awareness Usage SAMSUNG GAINS HIGHEST BRAND AWARENESS AS WELL AS MARKET SHARE AND FOLLOWED BY SONY What TV brands are you aware of? Which TV brand below that your family is using? N = 800
- 13. 12 Awareness Usage Which TV brands do you currently use? Which TV brands below do you know? N = 800 SAMSUNG TAKES THE FIRST PLACE IN VIETNAM TV MARKET IN TERM OF USAGE AND BRAND AWARENESS High Low HighLow Samsung Sony LG Panasonic Toshiba Sharp TCL
- 14. 13 5%5% 4%3% 4% 3% 2% 3% 5% 9% 5% 5% 1% 5% 3% 6% 3% 4% 10% 5% 2% 14% 6% 6% 6% 6% 6% 12% 15% 19% 19% 10% 9% 15% 6% 30% 27% 30% 28% 29% 32% 58% 31% 32% 27% 32% 48% 25% 17% LED TV LCD TV Smart TV Plasma TV CRT TV Smart 3D TV 3D TV Curved TV Others Which type of TV do you currently own? LED AND LCD TV MODELS ARE USED THE MOST IN VIETNAM WITH 61% Toshiba is famous for LED model while, TCL is LCD Smart TV of Samsung & Sony are preferable 2% 0% 1% 3% 3%3% 3% 2% 3% 3%3% 4% 4% 0% 2% 5% 6% 8% 3% 3% 6% 8% 2% 5% 5% 6% 6% 8% 5% 6% 15% 14% 17% 16% 15% 30% 35% 30% 24% 26% 31% 25% 27% 42% 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Hแป Chรญ Minh Hร Nแปi ฤร Nแบตng Others N = 800
- 15. 14 4% 1% 1% 9% 2% 0% 21% 8% 9% 16% 18% 9% 31% 22% 26% 8% 18% 16% 23% 14% 19% 8% 10% 15% 9% 6% 7% 4% 3% 10% 7% 12% 23% 35% 38% 43% 30% 29% 18% 19% 27% 45% 9% 4% 13% 3% 20% 23% 5% 12% 9% 14% 9% 16% 5% 10% 52% 7% 8% 9% Under 29 inch 29 inch 32 inch 39 inch 40 inch 42 inch Above 42 inch How large is your TV screen? N = 800 35% USE 32 INCH TV IN SREEN SIZE Smart TV of 42 inch in screen size is highly chosen 4% 5% 3% 5% 4% 2% 3% 16% 15% 22% 18% 16% 20% 16% 18% 19% 11% 13% 8% 14% 6% 6% 4% 5% 7% 5% 6% 35% 40% 35% 28% 34% 42% 31% 9% 7% 5% 14% 12% 8% 14% 14% 9% 11% 20% 13% 14% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung Sony LG Toshiba Panasonic TCL (*): small sample size
- 16. 15 How much do you spend on your current TV ? 53% SPEND FROM $251- $500 ON BUYING TV The higher income the more money spend for buying TV 2% 0% 1% 2% 3% 5% 9% 7% 4% 8% 10% 18% 19% 7% 16% 21% 26% 22% 29% 14% 30% 40% 23% 19% 24% 31% 27% 21% 24% 19% 15% 38% 19% 7% 11% 10% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under $200 $200-$449 $450-$699 $700-$1000 $1000 and above Under$250 $251- $350 $351- $500 $501- $750 $751- $1000 $1001- $1500 $1501- $ 2500 Above $2500 N = 800
- 17. 16 2% 3% 1% 19%18% 14% 12% 33% 25% 15% 21% 60% 51% 63% 25% 57% 67% 63% 20% 32% 24% 22% 18% 17% 16% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Panasonic Sony TCL LG Samsung Toshiba Very satisfied Satisfied Neutral Dissatisfied Very dissatisfied Overall, What is your satisfaction level with your current TV brand? N = 800 80% FEEL SATISFIED WITH THEIR CURRENT CHOSEN TV BRAND Panasonic has the highest satisfaction rate (32%) While nearly 1/5 users are unhappy with TCL
- 18. 17 14% 15% 7% 11% 10% 21% 47% 74% 68% 77% 77% 81% 71% 47% 12% 17% 16% 11% 10% 9% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Panasonic Sony LG Samsung Toshiba TCL I will use this brand only I will prioritize to use this brand I will switch to other brand What is your usage intention with the current TV brand? 12% USERS ARE LOYAL WITH THEIR CURRENT BRAND Panasonic has the highest loyalty rate (17%) Nearly half of TCL users will switch this brand N = 800
- 19. 18 Do you intend to recommend your current TV brand to others? N = 500 69% WILL RECOMMEND THEIR CURRENT BRAND TO OTHERS Panasonic has the highest top box recommendation rate with 36% 31% TCL users will not recommend this brand to others 1% 14% 0% 1% 3% 3% 17% 1% 0% 2% 27% 24% 28% 22% 28% 33% 30% 46% 37% 14% 49% 51% 46% 48% 23% 36% 28% 26% 20% 20% 18% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Panasonic TCL Sony Samsung LG Toshiba I will recommend definitely I will recommend Either recommend or not I will not recommend I will not recommend definitely
- 20. 19 Satisfaction Loyalty What is your satisfaction level with your current TV brand? What is your usage intention with the current TV brand? PANASONIC & SONY GAIN HIGHEST CONSUMERSโ SATISFACTION AS WELL AS LOYALTY COMPARING WITH OTHERS High Low HighLow Panasonic Sony TCL LG Samsung Toshiba N = 800
- 21. 20 43% 45% 41% 53% 33% 29% 57% 55% 59% 47% 67% 71% Yes No Do you intend to buy new TV in the next 1 year? N = 800 57% INTEND TO BUY NEW TV IN THE NEXT 1 YEAR High income group ( from $700 and above) are more likely to buy new TV 43% 47% 41% 39% 49% 57% 53% 59% 61% 51% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Under 18 18-25 26-30 Over 30
- 22. 21 1% 0% 0% 0% 0% 1% 1% 2% 4% 7% 8% 14% 31% 31% Others ARIRANG Philips Niken Skyworth Asanzo SAM TCL Sharp Panasonic Toshiba LG Samsung Sony Total 0% 2% 0% 0% 2% 2% 0% 2% 2% 11% 4% 22% 35% 17% Under $200 1% 0% 0% 1% 1% 1% 2% 3% 3% 7% 9% 11% 29% 34% $200-$449 2% 0% 1% 1% 0% 1% 2% 1% 5% 3% 8% 10% 37% 31% $450-$699 0% 0% 0% 0% 0% 0% 0% 0% 9% 9% 6% 17% 30% 29% $700-$1000 0% 0% 0% 0% 0% 0% 0% 2% 2% 9% 11% 17% 23% 38% $1000 and above If you intend to buy new TV, which brand would you buy? N = 457 SONY AND SAMSUNG ARE TOP CHOICES FOR NEXT PURCHASE (31%)
- 23. 22 If you intend to buy new TV, which type of TV would you buy? N = 457 SMART TV IS MOST DESIRED (52%) 0% 1% 6% 7% 9% 11% 14% 26% 26% Others TV CRT TV Plasma TV LCD TV 3D TV LED TV curve Smart TV 3D Smart TV Total 2% 2% 2% 11% 11% 9% 20% 11% 33% Under $200 0% 0% 7% 10% 6% 11% 11% 30% 25% $200-$449 0% 0% 5% 6% 9% 11% 10% 27% 31% $450-$699 0% 3% 6% 7% 13% 10% 21% 24% 16% $700-$1000 0% 3% 8% 3% 6% 14% 17% 27% 23% $1000 and above
- 24. 23 19% 16% 17% 16% 23% 76% 79% 75% 82% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Hแป Chรญ Minh Hร Nแปi ฤร Nแบตng Others Big electronics center Brand's showroom E-commerce sites ( Lazada.vn,mediamart.vn, cdiscount.vn, v.v) Reparing/ Second- hand electronic stores Others Where do you usually buy TV? N = 800 76% BUY TV AT BIG ELECTRONIC CENTER
- 25. 24 CONTACT US โข 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 โข 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 โข 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
- 26. 25 CONTACT US โข 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 โข 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
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