Vietnamese own a Dell laptop but desire a Sony Vaio. Find more at: http://www.di-onlinesurvey.com/

1. VIETNAM LAPTOP MARKET
CONSUMER REPORT
BY DI-MARKETING (www.di-onlinesurvey.com)
April, 2015

2. 1
SCOPE OF WORK
 The competition in Vietnam Laptop market is becoming tougher
and tougher day by day. This survey is conducted to find out
which brand is dominating the market and answer the question is
there any opportunity for new players
 Methodology: Online survey
 Fieldwork time: 3 days (04/04/2015 to 06/04/2015)
 Sample size: N = 1,594
 Geography: 5 key cities
• Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho

3. 2
KEY FINDINGS
• 8 in 10 Vietnamese internet population have a laptop
• 3 most well – known laptop brands are Dell (86%), Asus (86%) and Acer
(83%)
• Majority people see the brands at electronics stores
• Dell (23%), Asus (17%) and Sony Vaio (15%) are the leaders in laptop
market
• Good quality (66%), trusted brand (60%) and affordable price (59%) are
3 key factors for choosing a laptop
• Vietnamese prefer 13-14 inch laptop
• Web surfing (86%), working (82%) and entertaining (80%) are 3 main
purposes for using a laptop
• Vietnamese own a Dell but desire for a Sony Vaio

4. 3
DEMOGRAPHIC INFORMATION
3%
48%
24%
25%
Under 18
18-25
26-30
Over 30
Age Gender
38%
62%
Male
Female
2%
2%
3%
17%
22%
55%
Hai Phong
Can Tho
Da Nang
Ha Noi
Other
Ho Chi Minh
Living Place Occupation
2%
4%
4%
5%
9%
13%
30%
33%
Factory Worker
Housewife
Others
Job seeker/Retired
Self-employed
Engineer/Doctor/Teacher
Student
Officer
N=1594

5. 4
NEARLY 80% VIETNAMESE OWN A LAPTOP
Which products below do you own?
Vietnamese is interested in high-tech products, such as smart-phone (82%), laptop
(77%) and PC (57%)
1%
2%
11%
37%
39%
45%
57%
77%
82%
None of these
Other
Play station
MP3, MP4
Tablet
Camera
PC
Laptop
Smartphone
Total
N=1594
1%
1%
12%
40%
46%
53%
59%
79%
83%
Ho Chi Minh
1%
1%
12%
35%
35%
37%
54%
72%
78%
Ha Noi
2%
2%
9%
32%
30%
35%
54%
76%
81%
Other

6. 5
3 MOST WELL – KNOWN LAPTOP BRANDS ARE DELL , ASUS AND
ACER
Which brands below are you aware of?
7%
66%
75%
79%
79%
80%
81%
83%
86%
86%
Other
Macbook
Toshiba
Lenovo
Sony Vaio
Samsung
HP
Acer
Asus
Dell
Total
N=1225
6%
69%
74%
76%
81%
79%
82%
84%
86%
87%
Ho Chi Minh
7%
66%
80%
89%
84%
85%
87%
87%
89%
87%
Ha Noi
7%
61%
73%
80%
73%
77%
77%
81%
84%
86%
Other

7. 6
MAJORITY PEOPLE SEE THE BRANDS AT ELECTRONICS STORES
How do you know those brands?
36%
39%
51%
58%
59%
60%
61%
61%
63%
78%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
OOH
Recommended by salemans
Facebook ads
Online ads
Friends/relatives suggestion
See others use that brand
Newspaper/Magazines ads
Other
TV ads
See the brand at electronics store
N= 1225
Salesman

8. 7
Which brands below are you aware of?
What is your laptop brand ?
DELL IS THE HIGHEST AWARENESS AS WELL AS
BIGGEST MARKET SHARE
86% 86% 83% 81% 80% 79% 79%
75%
66%
7%
23%
17%
12% 13%
4%
15%
5% 5% 4%
1%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Dell Asus Acer HP Samsung Sony Vaio Lenovo Toshiba Macbook Other
N= 1225
Awareness Own

9. 8
What is your laptop brand ?
DELL, ASUS AND SONY VAIO ARE THE LEADERS IN VIETNAM
0%
4%
4%
6%
5%
11%
10%
14%
21%
25%
Student
1%
4%
4%
5%
5%
14%
12%
15%
15%
25%
Officer
0%
3%
5%
4%
6%
8%
20%
18%
18%
19%
Teacher/doctor/
engineer
1%
5%
5%
7%
5%
12%
15%
14%
15%
21%
Other
N=1225
1%
4%
4%
5%
5%
12%
13%
15%
17%
23%
Other
Macbook
Samsung
Toshiba
Lenovo
Acer
HP
Sony Vaio
Asus
Dell
Total

10. 9
GOOD QUALITY, TRUSTED BRAND AND AFFORDABLE PRICE ARE
3 KEY REASONS FOR CHOOSING THE BRAND
Why did you choose that brand?
17%
19%
20%
26%
28%
30%
34%
37%
42%
42%
47%
48%
49%
59%
60%
66%
0% 10% 20% 30% 40% 50% 60% 70%
Have functions that other brands don't have
Laptop is not hot after long time used
Show off my class
Good customer service
Variety of model for choosing
Long life battery
Other
Many people use that brand
Small & lightweight suit for job
Good after sell service
Strong technical inside (RAM, Processor)
Well-know brand
Fashionable
Affordable price
Trusted brand
Good quality
N= 1225

11. 10
DELL IS CHOSEN BECAUSE OF GOOD QUALITY,
WHILE ASUS AFFORDABLE PRICE
Why did you choose that brand?
ASUSDELL
14%
14%
17%
19%
22%
26%
29%
33%
37%
38%
45%
49%
53%
60%
65%
71%
0% 20% 40% 60% 80%
Have unique functions
Show off my class
Laptop is not hot after using
Good customer service
Variety of model for choosing
Other
Suit for job
Long life battery
Fashionable
Good after sell service
Many people use that brand
Well-know brand
Strong technical inside
Affordable price
Trusted brand
Good quality
N= 285
11%
17%
26%
26%
31%
35%
36%
40%
40%
48%
49%
50%
52%
58%
62%
76%
0% 20% 40% 60% 80% 100%
Show off my class
Have unique functions
Long life battery
Laptop is not hot after using
Good customer service
Variety of model for choosing
Other
Many people use that brand
Well-know brand
Strong technical inside
Good after sell service
Suit for job
Trusted brand
Fashionable
Good quality
Affordable price
N= 211

12. 11
Why did you choose that brand?
HPSONY VAIO
SONY VAIO = GOOD QUALITY & FASHIONABLE,
HP = AFFORDABLE PRICE
Sony Vaio is also evaluated as fashionable
24%
29%
29%
33%
36%
36%
42%
43%
47%
48%
55%
56%
71%
73%
76%
77%
0% 50% 100%
Have unique functions
Affordable price
Laptop is not hot after using
Variety of model for choosing
Many people use that brand
Good customer service
Long life battery
Other
Suit for job
Show off my class
Good after sell service
Strong technical inside
Well-know brand
Fashionable
Trusted brand
Good quality
N= 182
18%
19%
19%
29%
30%
36%
38%
40%
42%
43%
45%
49%
51%
65%
67%
71%
0% 20% 40% 60% 80%
Laptop is not hot after using
Have unique functions
Show off my class
Good customer service
Long life battery
Other
Variety of model for choosing
Many people use that brand
Suit for job
Fashionable
Good after sell service
Strong technical inside
Well-know brand
Good quality
Trusted brand
Affordable price
N= 159

13. 12
HALF OF VIETNAMESE PREFER 13-14 INCH LAPTOP
What is your laptop screen’s size?
3%
46%
43%
8%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Under 13 inch
13 - 14 inch
15 - 16 inch
Over 16 inch
N= 1225

14. 13
WEB SURFING, WORKING AND ENTERTAINING ARE 3 MAIN
PURPOSES FOR USING LAPTOP
What are your main purposes for using laptop?
People from under 18 to 25 use laptop mainly for studying and entertaining
86%
79%
87% 86%
83%82%
50%
76%
90%
87%
80%
86% 86%
79%
70%
74%
82%
88%
71%
49%
59% 61%
65%
56%
51%
6%
4% 6% 7% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N=1225
Web surfing, facebook Working Entertaining Study Playing game Other

15. 14
Is there anything with your laptop make you feel unsatisfied?
OFTEN TURN HOT, QUICKLY RUN OUT OF BATTERY AND LOW SPEED
ARE 3 MAIN PROBLEMS OF LAPTOP
5%
5%
10%
12%
14%
15%
18%
18%
20%
26%
36%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Other
Cannot recharge the battery
Blurrry screen
Inefficient keyboard
After working a long time, it has noise
Wifi error
None
Computer often freezes
Low RAM usage
Low speed
Quickly run out of battery
Often turn hot
N= 1225

16. 15
Is there anything with your laptop make you feel unsatisfied?
DELL
(heating seems to be a serious problem)
ASUS
(battery is key)
DELL OFTEN TURN HOT WHILE
ASUS QUICKLY RUN OUT OF BATTERY
7%
9%
12%
13%
14%
15%
15%
19%
20%
28%
31%
54%
0% 10% 20% 30% 40% 50% 60%
Cannot recharge the battery
Other
Blurrry screen
Inefficient keyboard
Wifi error
Noisy
None
Low RAM usage
Computer often freezes
Low speed
Quickly run out of battery
Often turn hot
N= 285
4%
5%
12%
12%
16%
16%
17%
20%
25%
29%
39%
42%
0% 10% 20% 30% 40% 50%
Cannot recharge the battery
Other
Blurrry screen
Inefficient keyboard
Wifi error
None
Noisy
Computer often freezes
Low RAM usage
Low speed
Often turn hot
Quickly run out of battery
N= 211

17. 16
Is there anything with your laptop make you feel unsatisfied?
SONY VAIO HP
Surprisingly, more than 1/4 people feel
happy with Sony Vaio laptop
1/5 people feel unsatisfied with HP
because of its low RAM usage
BOTH SONY VAIO AND HP ARE COMPLAINED BECAUSE THEIR
LAPTOP OFTEN TURN HOT AND QUICKLY RUN OUT OF BATTERY
3%
4%
7%
8%
12%
15%
18%
19%
25%
26%
32%
38%
0% 10% 20% 30% 40%
Other
Cannot recharge the battery
Blurrry screen
Inefficient keyboard
Noisy
Computer often freezes
Wifi error
Low RAM usage
Low speed
None
Quickly run out of battery
Often turn hot
N= 182
3%
7%
8%
9%
11%
13%
16%
20%
22%
23%
36%
46%
0% 10% 20% 30% 40% 50%
Other
Inefficient keyboard
Cannot recharge the battery
Blurrry screen
Wifi error
After working a long time, it has…
Computer often freezes
None
Low speed
Low RAM usage
Quickly run out of battery
Often turn hot
N= 159

18. 17
MOST USERS FEEL SATISFIED WITH THEIR CURRENT LAPTOP
In general, how satisfied do you feel about your laptop ?
Although Dell and Asus has the most users among those brands, Macbook and Sony
Vaio are the brands make users happy the most when using.
15%
7%
13% 14% 10% 9%
28%
19%
28%
14% 13%
48%
51%
54% 47% 52%
43%
42%
34%
47%
45%
38%
33% 38%
31%
36% 34%
42%
26%
40%
23%
38%
38%
3% 3% 2% 2% 4% 5% 2% 6%
2% 3%
0%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
N = 1225
Not satisfied at all
Not satisfied
Neutral
Satisfied
Very satisfied

19. 18
MORE THAN A HALF OF USERS SPEND FROM $400 TO $700
FOR BUYING A LAPTOP
How much did you spend for buying your laptop?
6% 3% 5%
1%
6%
10%
13%
8%
13%
2%
13%
22%
29%
31%
31%
14%
37%
30%
30%
39%
36%
31%
28%
22%
12%
13%
10%
27%
12%
6%
4%
4% 3%
13%
2%
2%
4% 2% 1%
10%
1%
6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Dell Asus Sony Vaio HP Other
N=1225
Over $950
From $850 - under $950
From $700 - under $850
From $550 - under $700
From $400 - under $550
From $300 - under $400
From $200 - under $300
Under $200

20. 19
NEARLY A THIRD OF PEOPLE BUY LAPTOP AT
FAMOUS LAPTOP STORES
Surprisingly, people under 18 often buy laptop at electronics store chains (36%) while
people over 30 tend to trust in other famous laptop store (33%)
Where did you buy your laptop?
27%
11%
27% 25%
33%
26%
36%
27%
25%
25%
23%
18%
24%
23%
24%
17%
21%
17%
21%
12%
7%
14%
6% 7% 6%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N= 1225
Other
Stores I know
Electronics Center
Electronics store chains
Famous laptop stores
(Phong Vu, Hoang Long)
Electronics store chains such as FPT shop, The Gioi Di Dong, Vien Thong A
Electronics center like Nguyen Kim, Cho Lon, Tran Anh

21. 20
How long have you used your laptop?
MORE THAN A HALF OF VIETNAMESE USED LAPTOP FOR MORE
THAN 2 YEARS
2%
5%
12%
22%
30%
23%
7%
0% 5% 10% 15% 20% 25% 30% 35%
1-3 months
4-6 months
From 7 months - under 1 year
From 1 - under 2 years
From 2- under 3 years
3-5 years
Over 5 years
N= 1225

22. 21
If you change your laptop, which brand do you choose?
SONY VAIO IS THE MOST DESIRED BRAND, FOLLOWING BY
MACBOOK & DELL
3% 7% 2% 3% 4%3%
4%
3%
4% 2%4%
4%
4%
3% 4%
5% 0% 5% 4%
6%
6% 7% 5% 4%
8%
10%
18%
12% 10%
5%
16%
14%
14% 21% 13%
25%
36%
28% 23%
21%
28%
11%
26% 27%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Under 18 18-25 26-30 Over 30
N= 1225
Sony Vio
Macbook
Dell
Asus
HP
Acer
Samsung
Toshiba
Lenovo
I don't know
Other
Macbook: appeal more to the youth
Sony Vaio: tend to attract older people
Dell: mostly attract 26-30 group, who are likely office workers

23. 22
CONTACT US
• 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
• 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
• 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

24. 23
CONTACT US
• 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
• 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

25. 24