Battery life, RAM and internal memory are top 3 reasons for buying their current smartphone Find more at : www.di-onlinesurvey.com

1. STUDY ABOUT SMARTPHONE USAGE
BEHAVIOR IN VIETNAM
BY DI-MARKETING (www.di-onlinesurvey.com)
Jul, 2017

2. 1
SURVEY DESIGN
 This survey was conducted to study about Smartphone Usage Behavior in
Vietnam
 Methodology: Online survey
 Fieldwork time: 5 days (10/07/2017 – 14/07/2017)
 Sample size: N = 1680
 Geography: Nationwide

3. 2
RESPONDENTS SELECTION
Respondents of this survey had to be qualified below criteria
 Age : From 24 years old and above
 Gender : Both Female and Male
 Usage : Smartphone

4. 3
KEY FINDINGS
1) Awareness and Usage
• Overall, Samsung (92%), iPhone (82%), Oppo (75%) are top 3 well-known smartphone brands
in Vietnam
• Samsung (48%), iPhone (21%), Sony (6%) are top 3 used smartphone in Vietnam
• TV ads, point of sale and Facebook ads are top 3 channels to leverage the brand awareness of
smartphone
• 55% are owning from 2 smartphones and above
2) Usage Behaviors
• The retail chain (FPT, thegioididong, etc.) is the most popular channel to buy a smartphone
• Battery life, RAM and internal memory are top 3 reasons for buying their current smartphone
• Surf the social network, call/ text SMS and take a picture are top 3 used functions on
smartphone
• 7pm – 9pm are the period of time using smartphone most often
• On average, smartphone users spend 4.62 hours on smartphone every day
3) Actual Satisfaction & Future Purchase Intention
• 86% are satisfied with their current smartphone brand
• Poor battery, inability to resist water and usually shaking situation are top 3 unsatisfied things
• 16% are loyal to their current smartphone brand
• On average, smartphone users are willing to spend $368 buying a smartphone
• 58% intend to buy Samsung brand in the next one year

5. 4
N = 1680
DEMOGRAPHIC INFORMATION
GenderAge
OccupationLiving Place
3%
3%
8%
21%
65%
Over 45
41-45
36-40
31-35
24-30
44%
56%
Female
Male
39%
3%
3%
4%
20%
31%
Other
Hai Phong
Can Tho
Da Nang
Ha Noi
Ho Chi Minh
14%
2%
3%
5%
8%
14%
15%
40%
Other
Job seeker / Retired
Housewife
Student
Worker
Self-employed
Engineer / Doctor / Teacher
Office Worker

6. 5
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT

7. 6
OVERALL, SAMSUNG (92%), IPHONE (82%), OPPO (75%) ARE TOP 3
WELL-KNOWN SMARTPHONE BRANDS IN VIETNAM
Which smartphone brands do you know in the following?
(Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236
9%
11%
14%
16%
21%
43%
45%
48%
51%
58%
59%
68%
68%
68%
74%
75%
82%
92%
0% 50% 100%
Other
WING
Obi
Pantech
WIKO
Q-Mobile
Vivo
Xiaomi
Huawei
Asus
Lenovo
LG
HTC
Nokia - Microsoft
Sony
Oppo
Iphone
Samsung
Total
9%
12%
15%
16%
23%
45%
49%
52%
54%
63%
62%
70%
71%
71%
76%
78%
83%
93%
0% 50% 100%
24-30
9%
9%
15%
16%
18%
41%
42%
41%
46%
52%
56%
65%
64%
66%
74%
74%
82%
91%
0% 50% 100%
31-35
11%
11%
13%
17%
19%
34%
35%
39%
42%
48%
51%
59%
60%
60%
65%
65%
75%
89%
0% 50% 100%
Over 35
Sony is less well-known in over 25 group than other younger groups

8. 7
Which smartphone brands do you know in the following?
(Comparison by Gender)
N = 1680 N = 940 N = 740
Xiaomi is more popular in male than female
9%
11%
14%
16%
21%
43%
45%
48%
51%
58%
59%
68%
68%
68%
74%
75%
82%
92%
0% 20% 40% 60% 80% 100%
Other
WING
Obi
Pantech
WIKO
Q-Mobile
Vivo
Xiaomi
Huawei
Asus
Lenovo
LG
HTC
Nokia - Microsoft
Sony
Oppo
Iphone
Samsung
Total
11%
14%
19%
22%
25%
40%
43%
53%
50%
59%
57%
66%
65%
66%
71%
69%
80%
91%
0% 20% 40% 60% 80% 100%
Male
7%
8%
9%
8%
17%
47%
49%
42%
52%
58%
61%
70%
71%
71%
77%
83%
85%
94%
0% 20% 40% 60% 80% 100%
Female
OVERALL, SAMSUNG (92%), IPHONE (82%), OPPO (75%) ARE TOP 3
WELL-KNOWN SMARTPHONE BRANDS IN VIETNAM

9. 8
TV ADS, POINT OF SALE AND FACEBOOK ADS ARE TOP 3 CHANNELS TO
LEVERAGE THE BRAND AWARENESS OF SMARTPHONE
Through which source/ channel do you know about phone brands?
(Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236
Over 35 age group less know about smartphone brand through smartphone application than other younger groups
9%
23%
41%
53%
56%
61%
63%
64%
67%
69%
75%
0% 50% 100%
Other
SMS, Email Advertisement
Smartphone applications, eg. viber, zalo,
etc.
Billboards outdoors, indoors
Ads from newspaper, magazine print
Ads from websites, forums (except
Facebook)
Friend / relative introduction
Seeing other people using that brand
Facebook ads
See at the phone store
TV ads
Total
8%
22%
43%
54%
57%
64%
63%
65%
69%
71%
77%
0% 50% 100%
24-30
8%
25%
43%
54%
56%
60%
64%
62%
65%
69%
78%
0% 50% 100%
31-35
13%
20%
30%
47%
51%
51%
60%
56%
61%
61%
65%
0% 50% 100%
Over 35

10. 9
Through which source/ channel do you know about phone brands?
(Comparison by Gender)
N = 1680 N = 940 N = 740
Female know about smartphone brands through word of mouth and billboards outdoors/ indoors than male
9%
23%
41%
53%
56%
61%
63%
64%
67%
69%
75%
0% 50% 100%
Other
SMS, Email Advertisement
Smartphone applications, eg. viber, zalo, etc.
Billboards outdoors, indoors
Ads from newspaper, magazine print
Ads from websites, forums (except Facebook)
Friend / relative introduction
Seeing other people using that brand
Facebook ads
See at the phone store
TV ads
Total
10%
21%
41%
49%
58%
63%
57%
60%
66%
65%
71%
0% 50% 100%
Male
7%
24%
42%
59%
54%
59%
71%
69%
68%
75%
81%
0% 50% 100%
Female
TV ADS, POINT OF SALE AND FACEBOOK ADS ARE TOP 3 CHANNELS TO
LEVERAGE THE BRAND AWARENESS OF SMARTPHONE

11. 10
55% ARE OWNING FROM 2 SMARTPHONES AND ABOVE
How many smartphones do you own?
(Comparison by Gender Group & Age Group)
N = 1680 N = 1095 N = 349 N = 236
6% 5% 5%
10%
9% 8% 10%
9%
41%
39%
45%
43%
45% 47%
40% 38%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 24-30 31-35 Over 35
1
2
3
Over 3
6% 8%
4%
9%
9%
8%
41%
41%
41%
45% 42%
48%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
1
2
3
Over 3
N = 1680 N = 940 N = 740

12. 11
SAMSUNG (48%), IPHONE (21%), SONY (6%) ARE TOP 3 MOST-USED
SMARTPHONE IN VIETNAM
Which smartphone do you use most often?
(Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236
3%
0%
0%
0%
0%
0%
1%
1%
1%
2%
2%
2%
2%
3%
5%
6%
21%
48%
0% 50% 100%
Other
WING
Vivo
Q-Mobile
Obi
WIKO
Pantech
Huawei
HTC
LG
Asus
Lenovo
Xiaomi
Nokia - Microsoft
Oppo
Sony
Iphone
Samsung
Total
2%
0%
0%
0%
0%
0%
1%
1%
1%
1%
3%
3%
3%
3%
5%
6%
22%
48%
0% 50% 100%
24-30
2%
0%
0%
0%
0%
1%
0%
1%
1%
2%
1%
3%
2%
3%
8%
7%
23%
46%
0% 50% 100%
31-35
5%
0%
0%
0%
0%
1%
1%
2%
3%
2%
2%
1%
2%
6%
3%
6%
14%
50%
0% 50% 100%
Over 35

13. 12
Which smartphone do you use most often?
(Comparison by Gender)
N = 1680 N = 940 N = 740
3%
0%
0%
0%
0%
0%
1%
1%
1%
2%
2%
2%
2%
3%
5%
6%
21%
48%
0% 20% 40% 60% 80% 100%
Other
WING
Vivo
Q-Mobile
Obi
WIKO
Pantech
Huawei
HTC
LG
Asus
Lenovo
Xiaomi
Nokia - Microsoft
Oppo
Sony
Iphone
Samsung
Total
3%
0%
0%
0%
1%
0%
1%
1%
1%
2%
3%
2%
3%
4%
5%
7%
19%
48%
0% 20% 40% 60% 80% 100%
Male
2%
0%
0%
0%
0%
0%
0%
2%
1%
2%
2%
2%
1%
3%
7%
5%
23%
48%
0% 20% 40% 60% 80% 100%
Female
SAMSUNG (48%), IPHONE (21%), SONY (6%) ARE TOP 3 MOST-USED
SMARTPHONE IN VIETNAM

14. 13
10% 11% 8% 6%
14% 12% 16% 21%
14% 13%
17%
15%
20% 21%
15%
19%
42% 43% 44%
39%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 24-30 31-35 Over 35
Samsung Galaxy J
(1, 2,3,5,7)
Samsung Galaxy S
(1,2,3,4,5,6,7,7 Edge,
8.8 +)
Samsung Galaxy A
(3,5,7,9)
Samsung Galaxy
Note (1,2,3,4,5,6,7)
Other Samsung
series
10% 9% 10%
14% 17%
10%
14%
13%
15%
20%
25%
13%
42%
35%
51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Samsung Galaxy J
(1, 2,3,5,7)
Samsung Galaxy S
(1,2,3,4,5,6,7,7
Edge, 8.8 +)
Samsung Galaxy A
(3,5,7,9)
Samsung Galaxy
Note (1,2,3,4,5,6,7)
Other Samsung
series
AMONG SAMSUNG USERS, GALAXY J IS THE MOST USED LINE (42%)
Which Samsung phone are you using most often?
(Comparison by Gender Group & Age Group)
N = 807* N = 527 N = 161 N = 119
Male use Galaxy S line more than female
N = 807* N = 454 N = 353
* Who chose “Samsung” in Q:” Which smartphone do you use most often?”

15. 14
AMONG SAMSUNG GALAXY S LINE USERS
GALAXY S7 EDGE, S6 AND S7 ARE TOP MOST USED PRODUCTS
If you are using the Samsung Galaxy S line, the product you use
most often is: (Comparison by Age Group)
N = 158* N = 111 N = 24 N = 23
Over 35 use Galaxy S4 more than other younger age groups
1%
3%
4%
4%
8%
10%
10%
19%
20%
21%
0% 50% 100%
Samsung Galaxy S1
Samsung Galaxy S2
Samsung Galaxy S8 Plus
Samsung Galaxy S8
Samsung Galaxy S3
Samsung Galaxy S5
Samsung Galaxy S4
Samsung Galaxy S7
Samsung Galaxy S6
Samsung Galaxy S7 Edge
Total
2%
3%
5%
5%
6%
9%
7%
19%
23%
22%
0% 50% 100%
24-30
0%
4%
8%
4%
13%
13%
13%
13%
13%
21%
0% 50% 100%
31-35
0%
0%
0%
0%
9%
13%
22%
26%
13%
17%
0% 50% 100%
Over 35
* Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?”

16. 15
If you are using the Samsung Galaxy S line, the product you use
most often is: (Comparison by Gender)
N = 158* N = 112 N = 46
Female use Galaxy S5 more than male
1%
3%
4%
4%
8%
10%
10%
19%
20%
21%
0% 20% 40% 60% 80% 100%
Samsung Galaxy S1
Samsung Galaxy S2
Samsung Galaxy S8 Plus
Samsung Galaxy S8
Samsung Galaxy S3
Samsung Galaxy S5
Samsung Galaxy S4
Samsung Galaxy S7
Samsung Galaxy S6
Samsung Galaxy S7 Edge
Total
0%
3%
5%
4%
7%
7%
11%
19%
22%
21%
0% 20% 40% 60% 80% 100%
Male
4%
2%
2%
4%
9%
17%
9%
20%
13%
20%
0% 20% 40% 60% 80% 100%
Female
AMONG SAMSUNG GALAXY S LINE USERS
GALAXY S7 EDGE, S6 AND S7 ARE TOP MOST USED PRODUCTS
* Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?”

17. 16
Which iPhone are you using most often?
(Comparison by Age Group)
N = 351* N = 239 N = 79 N = 33
Over 35 group use iPhone 6 Plus and iPhone 4S more than other younger groups
0%
0%
1%
4%
5%
5%
7%
7%
8%
9%
14%
14%
26%
0% 50% 100%
IPhone 3GS
IPhone 3G
IPhone 5C
IPhone 4
IPhone 7
IPhone 7 Plus
IPhone 4S
IPhone 6 Plus
IPhone 6S Plus
IPhone 6S
IPhone 6
IPhone 5
IPhone 5S
Total
0%
0%
1%
3%
5%
6%
5%
7%
8%
9%
13%
15%
27%
0% 50% 100%
24-30
0%
0%
0%
5%
5%
5%
6%
11%
3%
13%
14%
11%
27%
0% 50% 100%
31-35
0%
0%
0%
6%
3%
3%
18%
0%
18%
6%
18%
12%
15%
0% 50% 100%
Over 35
AMONG IPHONE USERS
IPHONE 5, 5S AND 6 ARE TOP MOST USED PRODUCTS
* Who chose “iPhone” in Q:” Which smartphone do you use most often?”

18. 17
Which iPhone are you using most often?
(Comparison by Gender)
N = 351* N = 179 N = 172
0%
0%
1%
4%
5%
5%
7%
7%
8%
9%
14%
14%
26%
0% 20% 40% 60% 80% 100%
IPhone 3GS
IPhone 3G
IPhone 5C
IPhone 4
IPhone 7
IPhone 7 Plus
IPhone 4S
IPhone 6 Plus
IPhone 6S Plus
IPhone 6S
IPhone 6
IPhone 5
IPhone 5S
Total
0%
0%
1%
3%
6%
7%
7%
7%
8%
8%
13%
13%
28%
0% 20% 40% 60% 80% 100%
Male
0%
1%
1%
5%
5%
4%
6%
8%
7%
10%
15%
15%
23%
0% 20% 40% 60% 80% 100%
Female
AMONG IPHONE USERS
IPHONE 5, 5S AND 6 ARE TOP MOST USED PRODUCTS
* Who chose “iPhone” in Q:” Which smartphone do you use most often?”

19. 18
2% 2% 3% 0%
8% 7% 8% 12%
22% 22% 20%
30%
27% 27% 28%
24%
41% 42% 42%
33%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 24-30 31-35 Over 35
16GB
32GB
64GB
128GB
256GB
2% 3% 1%
8% 7% 9%
22% 23% 22%
27%
21%
33%
41%
47%
35%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
16GB
32GB
64GB
128GB
256GB
How much internal memory capacity of your current iPhone?
(Comparison by Gender Group & Age Group)
N = 351* N = 239 N = 79 N = 33
Female use 32GB internal memory capacity more than Male
N = 351 N = 179 N = 172
AMONG IPHONE USERS
16GB ARE THE MOST POPULAR INTERNAL MEMORY CAPACITY
* Who chose “iPhone” in Q:” Which smartphone do you use most often?”

20. 19
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT

21. 20
THE RETAIL CHAIN IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE
Where do you often buy smartphone?
(Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236
5%
13%
16%
21%
74%
0% 50% 100%
Other
Small retail stores
Specialized stores of portable
phones
Electric appliance supermarket
(Nguyen Kim, Cho Lon , ..)
The retail chain (thegioididong,
FPT, ..)
Total
5%
13%
17%
21%
74%
0% 50% 100%
24-30
5%
12%
15%
21%
73%
0% 50% 100%
31-35
9%
13%
14%
20%
73%
0% 50% 100%
Over 35

22. 21
Where do you often buy smartphone?
(Comparison by Gender)
N = 1680 N = 940 N = 740
Male buy smartphone at specialized stores of portable phones more than female
5%
13%
16%
21%
74%
0% 50% 100%
Other
Small retail stores
Specialized stores of portable phones
Electric appliance supermarket (Nguyen
Kim, Cho Lon , ..)
The retail chain (thegioididong, FPT, ..)
Total
5%
16%
19%
20%
73%
0% 50% 100%
Male
5%
10%
12%
22%
75%
0% 50% 100%
Female
THE RETAIL CHAIN IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE

23. 22
What hardware information are you interested in when buying a
smartphone? (Comparison by Top 3 Brands)
N = 1680 N = 807 N = 351
Samsung = Battery + RAM + Internal Memory/ iPhone = Battery + Screen Resolution + Touch Function/
Sony = Battery Capacity +Screen Solution + Screen Size
1%
5%
26%
38%
39%
54%
58%
61%
61%
63%
64%
66%
72%
80%
0% 50% 100%
I do not care about hardware part
Other
Aluminum shell design
Graphics Chip
Capable of expanding memory
Front camera resolution (Mega pixel)
Touch function
Screen size (inch)
Back camera resolution (Mega pixel)
CPU (microprocessor)
Screen resolution (HD, Full HD, 2K, 4K ..)
Internal memory (ROM)
RAM
Battery capacity (battery life)
Total
0%
5%
29%
41%
45%
55%
56%
62%
62%
66%
68%
71%
78%
80%
0% 50% 100%
Samsung
2%
4%
26%
33%
23%
53%
63%
55%
58%
54%
61%
54%
55%
73%
0% 50% 100%
Iphone
0%
10%
31%
38%
40%
46%
59%
69%
61%
63%
67%
66%
76%
83%
0% 50% 100%
Sony
N = 103
BATTERY CAPACITY, RAM AND INTERNAL MEMORY ARE TOP 3 REASONS FOR
BUYING THEIR CURRENT SMARTPHONE

24. 23
1%
8%
29%
35%
46%
54%
60%
62%
60%
60%
64%
64%
69%
80%
0% 50% 100%
31-35
1%
5%
26%
38%
39%
54%
58%
61%
61%
63%
64%
66%
72%
80%
0% 50% 100%
I do not care about hardware part
Other
Aluminum shell design
Graphics Chip
Capable of expanding memory
Front camera resolution (Mega pixel)
Touch function
Screen size (inch)
Back camera resolution (Mega pixel)
CPU (microprocessor)
Screen resolution (HD, Full HD, 2K, 4K, etc.)
Internal memory (ROM)
RAM
Battery capacity (battery life)
Total
1%
5%
26%
40%
37%
55%
58%
61%
63%
63%
64%
67%
74%
80%
0% 50% 100%
24-30
1%
4%
24%
33%
44%
47%
53%
58%
52%
63%
64%
63%
69%
79%
0% 50% 100%
Over 35
BATTERY CAPACITY, RAM AND INTERNAL MEMORY ARE TOP 3 REASONS FOR
BUYING THEIR CURRENT SMARTPHONE
Why did you buy your current smartphone brand?
(Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236

25. 24
Why did you buy your current smartphone brand?
(Comparison by Gender)
N = 1680 N = 940 N = 740
Male more care about CPU and Graphic Chip more than female
1%
5%
26%
38%
39%
54%
58%
61%
61%
63%
64%
66%
72%
80%
0% 50% 100%
I do not care about hardware part
Other
Aluminum shell design
Graphics Chip
Capable of expanding memory
Front camera resolution (Mega pixel)
Touch function
Screen size (inch)
Back camera resolution (Mega pixel)
CPU (microprocessor)
Screen resolution (HD, Full HD, 2K, 4K, etc.)
Internal memory (ROM)
RAM
Battery capacity (battery life)
Total
1%
6%
29%
49%
37%
46%
53%
59%
58%
72%
67%
66%
79%
79%
0% 50% 100%
Male
1%
4%
23%
24%
43%
63%
64%
62%
65%
50%
61%
65%
64%
81%
0% 50% 100%
Female
BATTERY CAPACITY, RAM AND INTERNAL MEMORY ARE TOP 3 REASONS FOR
BUYING THEIR CURRENT SMARTPHONE

26. 25
SURF THE SOCIAL NETWORK, CALL/ TEXT SMS AND TAKE A PICTURE ARE TOP
3 USED FUNCTIONS ON SMARTPHONE
Which functions do you use most frequently in your current
smartphone? (Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236
24-30 group listen to music/ watch movies on smartphone more frequently than other older groups
6%
21%
38%
39%
50%
54%
59%
61%
64%
69%
73%
75%
75%
89%
0% 50% 100%
Other
Health check
Read books / Take notes / Look up dictionary
Electronic banking services
Shopping online
View map directions
Call / Text SMS (charge fee)
Play games
Check the email
Listen to music, watch movies
Surf the Internet
Take a picture
Call / Text SMS (free via Viber, Zalo, Messenger, etc.)
Surf the social network (Facebook, Zalo, etc.)
Total
5%
20%
38%
38%
49%
53%
59%
64%
61%
73%
74%
76%
77%
89%
0% 50% 100%
24-30
6%
23%
40%
42%
52%
56%
59%
57%
70%
62%
73%
75%
75%
89%
0% 50% 100%
31-35
7%
21%
36%
39%
50%
54%
54%
49%
65%
61%
69%
69%
70%
85%
0% 50% 100%
Over 35

27. 26
Which functions do you use most frequently in your current
smartphone? (Comparison by Gender)
N = 1680 N = 940 N = 740
Male play games on smartphone more frequently than female
6%
21%
38%
39%
50%
54%
59%
61%
64%
69%
73%
75%
75%
89%
0% 50% 100%
Other
Health check
Read books / Take notes / Look up dictionary
Electronic banking services
Shopping online
View map directions
Call / Text SMS (charge fee)
Play games
Check the email
Listen to music, watch movies
Surf the Internet
Take a picture
Call / Text SMS (free via Viber, Zalo, Messenger, etc.)
Surf the social network (Facebook, Zalo, etc.)
Total
7%
21%
36%
40%
47%
55%
58%
67%
60%
68%
71%
69%
71%
87%
0% 50% 100%
Male
5%
21%
41%
37%
54%
52%
59%
53%
69%
70%
75%
82%
80%
91%
0% 50% 100%
Female
SURF THE SOCIAL NETWORK, CALL/ TEXT SMS AND TAKE A PICTURE ARE TOP
3 USED FUNCTIONS ON SMARTPHONE

28. 27
2% 1% 2% 3%
5% 5%
7% 6%
18% 17%
19% 21%
29%
29%
28%
31%
21% 22% 16%
23%
25% 26% 28%
16%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 24-30 31-35 Over 35
Immediately
Within 5 minutes
Within 15 minutes
Within 1 hour
Within 2-3 hours
More than 3 hours
later 2% 2% 2%
5% 4% 6%
18% 19% 17%
29% 32%
25%
21%
22%
20%
25%
21%
30%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Immediately
Within 5 minutes
Within 15 minutes
Within 1 hour
Within 2-3 hours
More than 3 hours
later
Counted from your waking up, how long will you hold and use the
smartphone? (Comparison by Gender Group & Age Group)
N = 1680 N = 1095 N = 349 N = 236
Female have the habit of taking smartphone immediately when waking up more than Male
N = 1680 N = 940 N = 740
25% WILL HOLD AND USE THE SMARTPHONE IMMEDIATELY
AS SOON AS WAKING UP

29. 28
28% WILL SLEEP RIGHT AWAY AFTER USING SMARTPHONE
On average, how long would it be from the last time you used your
smartphone to the time you slept? (Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236
Over 35 group just sleep after 1 hour more than other younger groups
1%
4%
15%
25%
14%
13%
28%
0% 50% 100%
More than 3 hours later
After 2-3 hours
After 1 hour
After 15 minutes
After 10 minutes
After 5 minutes
Sleep right away after using my
smartphone
Total
1%
4%
15%
23%
15%
14%
29%
0% 50% 100%
24-30
2%
5%
12%
28%
13%
9%
31%
0% 50% 100%
31-35
3%
6%
20%
28%
11%
11%
22%
0% 50% 100%
Over 35

30. 29
On average, how long would it be from the last time you used your
smartphone to the time you slept? (Comparison by Gender)
N = 1680 N = 940 N = 740
1%
4%
15%
25%
14%
13%
28%
0% 50% 100%
More than 3 hours later
After 2-3 hours
After 1 hour
After 15 minutes
After 10 minutes
After 5 minutes
Sleep right away after using my
smartphone
Total
2%
4%
15%
27%
14%
11%
26%
0% 50% 100%
Male
1%
4%
14%
22%
13%
14%
31%
0% 50% 100%
Female
28% WILL SLEEP RIGHT AWAY AFTER USING SMARTPHONE

31. 30
2%
17%
29%
5%
2%
3%
9%
11%
9%
4%
5%
5%
0% 50% 100%
23h-1h…
21h-23h
19h-21h
17h-19h
15h-17h
13h-15h
11h-13h
9h-11h
7h-9h
5h-7h
3h-5h
1h-3h
Total
2%
18%
31%
5%
2%
3%
9%
10%
9%
3%
5%
4%
0% 50% 100%
24-30
3%
13%
25%
5%
3%
5%
9%
12%
11%
4%
5%
5%
0% 50% 100%
31-35
1%
16%
27%
4%
3%
4%
8%
13%
8%
5%
4%
6%
0% 50% 100%
Over 35
7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN
What time period do you use smartphone most often?
(Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236

32. 31
2%
17%
29%
5%
2%
3%
9%
11%
9%
4%
5%
5%
0% 20% 40% 60% 80% 100%
23h-1h…
21h-23h
19h-21h
17h-19h
15h-17h
13h-15h
11h-13h
9h-11h
7h-9h
5h-7h
3h-5h
1h-3h
Total
2%
15%
29%
5%
3%
2%
9%
10%
10%
4%
6%
5%
0% 20% 40% 60% 80% 100%
Male
2%
19%
29%
4%
1%
5%
9%
11%
8%
3%
4%
5%
0% 20% 40% 60% 80% 100%
Female
What time period do you use smartphone most often?
(Comparison by Gender)
N = 1680 N = 940 N = 740
7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN

33. 32
4% 4% 3% 5%
5% 5% 5% 4%
8% 8% 9% 6%
17% 18%
14% 16%
37%
38%
34% 32%
28%
25%
33% 34%
2% 1% 3% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 24-30 31-35 Over 35
Under 1 hour
From 1 to 3 hours
Over 3 - 5 hours
Over 5 - 7 hours
Over 7 - 9 hours
Over 9 - 11 hours
Over 11 hours 4% 4% 5%
5% 4%
5%
8% 7%
9%
17%
17%
16%
37% 37%
36%
28% 29% 26%
2% 2% 2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Under 1 hour
From 1 to 3 hours
Over 3 - 5 hours
Over 5 - 7 hours
Over 7 - 9 hours
Over 9 - 11 hours
Over 11 hours
Counted from your waking up, how long will you hold and use the
smartphone? (Comparison by Gender Group & Age Group)
N = 1680 N = 1095 N = 349 N = 236
24-30 group spend more time on smartphone than other older groups
While female spend more time on smartphone than male
N = 1680 N = 940 N = 740
ON AVERAGE, PEOPLE SPEND 4.62 HRS ON SMARTPHONE EVERY DAY
Weighted
Average
Time
Weighted
Average
Time
4.62 hrs 4.74 hrs 4.41 hrs 4.37 hrs 4.62 hrs 4.49 hrs 4.78 hrs

34. 33
1) Awareness and Usage
2) Usage Behaviors
3) Actual Satisfaction & Future Purchase Intention
CONTENT

35. 34
2% 2%
6%
12%
7%
10%
15%
48%
48%
49%
49%
38%
44%
39%
31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung Iphone Sony
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
12% 12% 13%
48% 47%
49%
38% 39%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Very satisfied
Satisfied
Normal
Unsatisfied
Very unsatisfied
86% ARE SATISFIED WITH THEIR CURRENT SMARTPHONE BRAND
(4.21 SCORES OUT OF 5)
What is your level of satisfaction with your most-often used
smartphone? (Comparison by Top 3 Brands & Gender Group)
N = 1680 N = 807 N = 351 N = 103 N = 1680 N = 940 N = 740
Weighted
Average
Score
Weighted
Average
Score
4.21 4.35 4.25 4.05 4.21 4.24 4.18
Samsung owns the highest satisfaction among top 3 brands

36. 35
Is there anything that you are not satisfied about the phone you are
using? (Comparison by Top 3 Brands)
N = 240* N = 41 N = 21
Samsung = Inability to resist water + Usually shaking situation + Rapid falling value on the market/ iPhone = Poor battery + Inability
to resist water + Rapid falling value on the market/ Sony = Rapid falling value on the market + Poor battery + High heat generator
4%
2%
6%
10%
10%
13%
14%
18%
23%
25%
28%
34%
35%
36%
38%
38%
44%
0% 50% 100%
I am completely satisfied
Other
Poor product quality
Product design is not diversified
Poor warranty
Insensitive touch point
Weak connection
Small and bad-sound speakers
No 4G support
Poor camera shooting
No fingerprint security
Rapid falling value on the market
High heat generator
Less/ limited memory
Usually in hanging, shaking situation
Inability to resist water, dust
Poor battery
Total
5%
0%
5%
10%
6%
11%
11%
16%
10%
22%
33%
35%
33%
33%
41%
41%
33%
0% 50% 100%
Samsung
2%
0%
2%
7%
7%
5%
10%
12%
22%
10%
20%
37%
32%
34%
24%
41%
51%
0% 50% 100%
Iphone
0%
0%
10%
5%
14%
33%
19%
14%
10%
10%
33%
57%
43%
29%
38%
33%
52%
0% 50% 100%
Sony
N = 63
POOR BATTERY, INABILITY TO RESIST WATER AND USUALLY SHAKING
SITUATION ARE TOP 3 UNSATISFIED THINGS
* Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your
most-often used smartphone?”

37. 36
POOR BATTERY, INABILITY TO RESIST WATER AND USUALLY SHAKING
SITUATION ARE TOP 3 UNSATISFIED THINGS
Is there anything that you are not satisfied about the phone you are
using? (Comparison by Age Group)
N = 240 N = 163 N = 39 N = 38
Over 35 group are more unsatisfied with No 4G Support than other younger groups
2%
4%
6%
10%
10%
13%
14%
18%
23%
25%
28%
34%
35%
36%
38%
38%
44%
0% 50% 100%
Other
I am completely satisfied
Poor product quality
Product design is not diversified
Poor warranty
Insensitive touch point
Weak connection
Small and bad-sound speakers
No 4G support
Poor camera shooting
No fingerprint security
Rapid falling value on the market
High heat generator
Less/ limited memory
Usually in hanging, shaking situation
Inability to resist water, dust
Poor battery
Total
1%
4%
4%
11%
11%
12%
13%
19%
22%
26%
29%
34%
36%
39%
37%
39%
45%
0% 50% 100%
24-30
3%
5%
8%
5%
8%
18%
10%
8%
18%
15%
28%
33%
28%
26%
44%
38%
44%
0% 50% 100%
31-35
3%
3%
13%
11%
8%
11%
18%
26%
32%
29%
21%
34%
39%
34%
39%
34%
37%
0% 50% 100%
Over 35
* Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your
most-often used smartphone?”

38. 37
Is there anything that you are not satisfied about the phone you are
using? (Comparison by Gender)
N = 240 N = 127 N = 113
Female are more unsatisfied with Less/ Limited Memory and Poor Camera Shooting than Male
2%
4%
6%
10%
10%
13%
14%
18%
23%
25%
28%
34%
35%
36%
38%
38%
44%
0% 50% 100%
Other
I am completely satisfied
Poor product quality
Product design is not diversified
Poor warranty
Insensitive touch point
Weak connection
Small and bad-sound speakers
No 4G support
Poor camera shooting
No fingerprint security
Rapid falling value on the market
High heat generator
Less/ limited memory
Usually in hanging, shaking situation
Inability to resist water, dust
Poor battery
Total
1%
6%
6%
11%
10%
9%
16%
17%
26%
19%
31%
34%
39%
31%
36%
38%
43%
0% 50% 100%
Male
3%
1%
5%
9%
10%
17%
12%
20%
19%
32%
23%
34%
31%
42%
41%
39%
44%
0% 50% 100%
Female
POOR BATTERY, INABILITY TO RESIST WATER AND USUALLY SHAKING
SITUATION ARE TOP 3 UNSATISFIED THINGS
* Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your
most-often used smartphone?”

39. 38
10%
1%
7%
21%
37%
26%
43%
53%
37%
50%
34%
18%
16%
22%
16%
7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Samsung Iphone Sony
I use only this brand
smartphone
I will prioritize using
this smartphone
brand
I will use this
smartphone brand in
parallel with other
brands
I will change to
another brand
smartphone 10% 10% 10%
37% 38% 36%
37% 35% 39%
16% 16% 15%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
I use only this brand
smartphone
I will prioritize using
this smartphone
brand
I will use this
smartphone brand in
parallel with other
brands
I will change to
another brand
smartphone
16% ARE LOYAL TO THEIR CURRENT SMARTPHONE BRAND
What is the intention to continue using your current smartphone in
the future? (Comparison by Top 3 Brands & Age Group)
N = 1680 N = 807 N = 351 N = 103
Samsung owns the highest loyalty among top 3 brands
N = 1680 N = 940 N = 740

40. 39
58% INTEND TO BUY SAMSUNG BRAND IN THE NEXT ONE YEAR
Do you have plan to buy a new smartphone on next year ? If yes,
which phone brand will be your choice? (Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236
24-30 age group intend to buy iPhone brand in the next one year more than other older groups
7%
0%
0%
1%
1%
1%
1%
1%
1%
1%
2%
3%
4%
21%
58%
0% 50% 100%
I have no need to change my smartphone
Yes, Motorola
Yes, Obi
Yes, Lenovo
Yes, Huawei
Yes, HTC
Yes, Nokia - Microsoft
Yes, LG
Yes, Asus
Yes, Other
Yes, Xiaomi
Yes, Sony
Yes, Oppo
Yes, iPhone
Yes, Samsung
Total
6%
0%
0%
0%
1%
1%
1%
1%
1%
1%
2%
3%
3%
24%
57%
0% 50% 100%
24-30
7%
0%
0%
1%
1%
1%
1%
1%
0%
0%
2%
3%
6%
16%
60%
0% 50% 100%
31-35
8%
0%
0%
1%
0%
0%
0%
0%
1%
4%
2%
2%
4%
17%
60%
0% 50% 100%
Over 35

41. 40
Do you have plan to buy a new smartphone on next year ? If yes,
which phone brand will be your choice? (Comparison by Gender)
N = 1680 N = 940 N = 740
7%
0%
0%
1%
1%
1%
1%
1%
1%
1%
2%
3%
4%
21%
58%
0% 50% 100%
I have no need to change my smartphone
Yes, Motorola
Yes, Obi
Yes, Lenovo
Yes, Huawei
Yes, HTC
Yes, Nokia - Microsoft
Yes, LG
Yes, Asus
Yes, Other
Yes, Xiaomi
Yes, Sony
Yes, Oppo
Yes, iPhone
Yes, Samsung
Total
5%
0%
0%
1%
0%
1%
1%
1%
1%
2%
3%
3%
4%
20%
59%
0% 50% 100%
Male
9%
0%
0%
0%
1%
1%
1%
1%
1%
1%
1%
3%
4%
22%
56%
0% 50% 100%
Female
58% INTEND TO BUY SAMSUNG BRAND IN THE NEXT ONE YEAR

42. 41
ON AVERAGE, SMARTPHONE USERS ARE WILLING TO SPEND $368 BUYING A
SMARTPHONE
How much spending are you willing to buy a smartphone?
(Comparison by Gender Group & Age Group)
N = 1680 N = 1095 N = 349 N = 236
24-30 age group are willing to spend more money on smartphone than other older groups
While Male are willing to spend more money on smartphone more than Female
N = 1680 N = 940 N = 740
Weighted
Average
Cost
$361
Weighted
Average
Cost
$349$368 $372 $359 $368 $382
9% 10% 7% 10%
16% 15% 18% 12%
32% 33%
28% 36%
40% 40%
43% 36%
4% 3% 4% 7%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 24-30 31-35 Over 35
From 1 to 3 million
From 3 to 7 million
From 7 to 10 million
From 10 to 15 million
Over 15 million 9% 11%
6%
16%
17%
14%
32%
31%
33%
40% 37%
43%
4% 3% 4%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
From 1 to 3 million
From 3 to 7 million
From 7 to 10 million
From 10 to 15 million
Over 15 million

43. 42
5% 5% 6% 4%
23% 22%
25%
24%
27% 28%
25%
21%
45% 44% 44%
51%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total 24-30 31-35 Over 35
Samsung Galaxy S8 /
S8 Plus
Iphone 8/8 Plus
(ready to launch into
the market)
Samsung Galaxy
Note (ready to launch
into the market)
Sony Xperia XZ
Premium
HTC U11 5% 5% 4%
23% 24%
22%
27% 27%
26%
45% 44% 47%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female
Samsung Galaxy S8 /
S8 Plus
Iphone 8/8 Plus
(ready to launch into
the market)
Samsung Galaxy
Note (ready to launch
into the market)
Sony Xperia XZ
Premium
HTC U11
APART FROM THE PRICE FACTOR, SAMSUNG GALAXY S8/ S8 PLUS WILL BE
THE FIRST OPTION TO BUY
Apart from the price factor, which phone do you want to buy in the
following? (Comparison by Gender Group & Age Group)
N = 1680 N = 1095 N = 349 N = 236 N = 1680 N = 940 N = 740

44. 43
SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR
PRODUCT INFORMATION THEY WANT TO BUY
How do you usually look information for a product you want to buy?
(Comparison by Age Group)
N = 1680 N = 1095 N = 349 N = 236
6%
38%
45%
84%
0% 50% 100%
Other
Search through the phone
app
Search through social
networks
Search the web through a
web browser (Chrome,
Firefox, Safari, ..)
Total
4%
37%
46%
85%
0% 50% 100%
24-30
9%
38%
47%
87%
0% 50% 100%
31-35
13%
43%
42%
74%
0% 50% 100%
Over 35

45. 44
How do you usually look information for a product you want to buy?
(Comparison by Gender)
N = 1680 N = 940 N = 740
6%
38%
45%
84%
0% 50% 100%
Other
Search through the phone app
Search through social networks
Search the web through a web
browser (Chrome, Firefox, Safari, ..)
Total
7%
38%
42%
84%
0% 50% 100%
Male
6%
38%
50%
83%
0% 50% 100%
Female
SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR
PRODUCT INFORMATION THEY WANT TO BUY

46. 45
FEEL FREE TO DROP US ANY QUESTION
• 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 (Country Manager)
o Email: dang.h@di-mktg.com
o Contact number: +84 902-73-9944
• Thailand
o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey,
Bangkok 10110, Thailand
o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager)
o Email: sariya.a@di-mktg.com
o Contact number: +66 876 724 832

47. 46
• Indonesia
o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia
o Contact person: Mr. Hendry Pratama (Country Manager)
o Email: hendry.p@di-mktg.com
o Contact number: +65 822 1345 2555 | +62 21 3005 3541
• India
o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903
o Contact person: Mr. Sujit Kunte (Regional representative)
o Email: kunte.sujit@dreamincubator.com.sg
o Contact number: +65 9127 7654
FEEL FREE TO DROP US ANY QUESTION

48. 47