However, in reality, most young people today are lacking the knowledge and skills to create their own jobs mentioned above. Nearly two-thirds of the students surveyed said that urban youth lack basic knowledge and skills to start and manage their own jobs, while 35 opinions were expressed by rural youth. Meanwhile, a smaller number of opinions said that urban youth lack professional qualifications and vocational skills (24 opinions), while the number of opinions for rural youth was still 35 (Table 3.2).
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Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in people's daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone company's network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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State management of youth work in Čư M'gar district, Dak Lak province - 15 -
Building a Strength Development Training Plan for 15-16 Year Old Male Weightlifters of the National Youth Team -
State management of youth work in Čư M'gar district, Dak Lak province - 18 -
Youth's Perception of the Possibility of Being Detected by Authorities When Violating Road Traffic Laws
At this stage, after assessing the resources that they lack to meet their self-employment plans, young people need to have a strategy to access and accumulate them. The main resources include: human capital, social capital, financial capital, technology... in which social capital plays an important role and has a significant impact on accessing the remaining resources.
We can clearly see that individuals with different types of social capital also have different ways of accumulating human capital. For example, urban youth, due to having a wider social capital, from a network of friends, social relationships, social networks on the internet, to various types of clubs, training classes, books, magazines, learning experiences at similar businesses..., often accumulate knowledge and skills through these networks, typically young entrepreneurs Pham Van Linh (TH39), Nguyen Ba Huong (TH38), Vu Dinh Tien (TH37), Dao Duc Dung (TH32).

However, for rural youth, social capital is often weaker, so they need a "push" from departments, organizations, especially the Youth Union (social capital) to support them, organize for them to access necessary knowledge and skills, " The Executive Committee of the Ea Na Commune Youth Union, Krong Ana District (Dak Lak Province) actively implements the Youth Creativity movement to union members in the commune. The Ea Na Commune Youth Union proactively grasps the needs, thoughts, and aspirations of young people regarding vocational training, loans, and on-site employment. The Rural Youth Emulation Program implements 4
New measures to improve production and business efficiency were enthusiastically responded to by the youth union members, who took the lead. The commune union took the lead and received the trust of the Social Policy Bank to organize loans for 394 youth union member households of more than 6.5 billion VND for production, helping hundreds of young people escape poverty .
In addition, the process of working for hire, finding your own way to start a business or learning a trade at establishments with similar models is also quite common among rural youth. As in the case of Mr. Truong Van Tri (TH39), he accumulated experience and techniques in aquaculture while working for hire, and Mr. Le Van Sy (TH1) also said that he gradually absorbed experience in general livestock farming while working for hire.
The survey of economic students also showed that the way of accumulating knowledge and skills is quite different between urban and rural youth. For urban youth, the largest number of opinions (26) said that they would supplement their professional knowledge and skills and start and develop their own jobs through short-term training courses, while for rural youth, the largest number of opinions (20) focused on the direction of "learning by apprenticeship, learning while doing". This will also affect the type and quality of self-created jobs of young people.
In another way, by participating in competitions, contests, and awards, young people like Do Ba Huy (TH4), Pham Lan Huong (TH11), Le Thi Cam Van (TH13), Le Hong Duc (TH21), and Ho Vinh Hoang (TH40) hope to test their own abilities and plans through the competition's review board before entering the real business environment, while building their personal brand and increasing their chances of accessing other necessary resources.
Lack of capital really becomes a barrier for young people from this step. The following graph shows that only about 1/3 of the students think that self-employment capital can be self-sufficient.
38 http://xahoi.com.vn/ban-tre-cuoc-song/nghe-nghiep/lap-nghiep-nho-vay-von-qua-kenh-doan- 32239.html
Accumulated or borrowed from family and friends, the remaining 2/3 choose external capital sources. However, most investors today require projects to prove their effectiveness when they are still just plans on paper (TH22,23), very few venture capital funds invest in new business projects of young people. Borrowing capital through the Youth Union channel seems to be a lifesaver for rural youth when starting a business, but it is also extremely difficult to access this source of capital (TH34,35) even though the loan amount is not too large.
Urban Rural
30
26
25
20
16
17
15
14
14
10 10 10
10
9
5
4
0
Self-access to formal credit forms (bank loans, credit organizations)
credit institution)
Self-access to informal credit (borrowing from relatives, friends, individuals)
core...)
Through the Youth Union access to credit sources
use
Self-accumulation in Mobilization from many
working process
source
Figure 3.2: Youth capital sources accessible (number of opinions out of 65 opinions) 39 .
39 Analysis of online survey results "Youth's desire to choose a job" until 6:00 p.m. on March 13, 2012
https://docs.google.com/spreadsheet/gform?key=0Ahggg3iSR1fNdHRVMk1tdXZKV18wRzRsWExYTFZ6aFE&gridId=0#chart
Thus, in this period, not having the right career goals, limited opportunities to improve qualifications and skills related to self-employment, and access to capital sources are the basic difficulties of young people.
3.1.1.2.3 Phase 3: Implementing the self-employment plan
Motivation
At this stage, the motivation for self-employment is nothing new except the integration to maturity of the motivations and capacities accumulated throughout the previous stages, combined with favorable conditions for young people to officially create jobs. However, this is also the time to mention the barriers that can erode these motivations, making the third stage more difficult for young people.
Those barriers can come from the youth themselves, from their own failed experiences that make them discouraged, and in some cases they will leave the self-employment sector, as the following opinion of a young person (TH9)
“ I am also a young man of the 7X generation, I am currently working at a state agency. I was also an entrepreneur for 2 years and have really failed if I look at it objectively. Can a young man of 20 or 21 years old achieve success without experience and experience? Failure is sometimes the mother of success but sometimes makes people falter.”
Barriers can also come from outside, the self-employment and business environment is extremely sensitive to changes in the macro economy as well as policy institutions. In a volatile economic environment, many businesses are dissolved, according to common speculation, self-employed people will postpone starting up until stability returns, but in reality, young people create more jobs during this period (see section 3.1.2.1), which means there are still many opportunities in the crisis. The experience of successful entrepreneurs also confirms this view, such as the case of CT Group with General Director Tran Kim Chung (YK19).
Changing policies and institutions also become barriers because they create a risky business environment, affecting the motivation of young people to create jobs. The more complicated and unstable the policies on taxes, credit, labor use, administrative procedures, etc., the more they reduce the motivation to create jobs. In addition, the lack of transparency and lack of synchronization of policies and institutions also create many loopholes for many businesses to violate, which, although bringing immediate benefits, will cause long-term damage.
long for business. 40
Potential capacity
In addition to the inherent capacities as well as those accumulated from previous stages, at this point, self-employed youth need to build some other important capacities (YK1).
Confidence : that the products and services you sell and produce are suitable for market demand and have the potential to expand, not simply that the products are good and can be sold. The ability to convince customers and investors to spend more of their time and money on your products/services instead of those of other competitors is also very important.
Good knowledge of the environment and the market : The self-employed need information and knowledge not only about the general environment such as the natural environment, economics, politics, society, science and technology, but also about the environment specific to their field, such as where their potential customers are, so that an effective distribution mechanism, there will be no good product, and it will be completely useless if it does not reach the consumer. Or knowledge about competitors' products, their technology, their natural markets and prices, and about substitute products. In the agricultural sector, the products grown, raised or processed
40 Le The Gioi (2006), “Innovation of legal framework to promote private economic development” Journal of Science and Technology, Danang University, No. 15-16.
still depends a lot on natural disasters, epidemics, environmental pollution levels, changes in product value in the market value chain...
Personal branding ability : Personal branding and reputation continue to play an important role in this pivotal stage of youth self-employment, as it is one of the factors that convince investors and customers to invest in their products and services.
Ability to manage finances, costs and investments : This is the stage where initial investment decisions must be made, so it is essential to clearly understand the items that require expenses for both work and the minimum living expenses of yourself and your family; clearly understand the source and level of capital that can be mobilized; and clearly understand the stage when capital can be recovered and profits can be made.
Leadership and human resource management : In the process of self-employment, in addition to self-management in production and business decisions, at some point, young people need to employ more workers, finding and using human resource management suitable for the field and job is an indispensable ability. Gathering a team of capable key personnel is also extremely important.
Ability to manage risks : Risks and uncertainties in self-employment are often high, coming from the complexity and change of the general and specific environment. Therefore, even if young people have good products and services, good plans and capabilities, they can still encounter risks. Risk prevention and management are necessary.
Most of these capacities are still lacking in young people, and they are not even aware of their role when starting a business as well as throughout the process of self-employment.
Access to resources
- Economic and business policy institutional environment : Vietnam's economy in recent years has had new and positive changes but still has major problems such as infrastructure economic issues, macroeconomic issues, institutional issues, quality of resources.
resources, administrative procedures... This causes difficulties for all production and business activities, but especially for young people to create jobs for themselves because they are often a disadvantaged group in competition, in their ability to access and respond to market mechanisms, with limited financial potential, management capacity, business experience, as well as few opportunities to access resources.
- Access to capital : Access to credit sources for young people is generally difficult because it often requires certain criteria on the efficiency and profitability of business plans, while this is only their initial stage. Rural youth, through the Youth Union organization, also do not easily access support capital sources. " In 2010, only 2/10 youth projects in Quang Tri province were disbursed from the Central Youth Union's job creation loan fund. Through a survey of the reality at the grassroots level, the demand for loans to do business and develop the economy of union members and young people is very large. The Youth Union organization is willing to stand as a credit guarantee for young people to borrow capital to do business, but up to now, the total outstanding loans of the entrusted youth union organization are the least among the associations and unions . 4 1 Experts advise young people in this first stage to cooperate in groups to combine the self-owned capital of individuals.
- Access to information : For young people, legal information, market, technology and investment opportunities for businesses, training organizations and creating conditions for accessing loan sources, market information, links in promoting brands and products... are all lacking and need support. Competitiveness today is not limited to individual businesses but has elements of cooperation.
- Access to land and business locations : To have a safe business location that meets regulations and can develop requires a large initial investment cost. Seeking cooperation is a solution that young people should apply (TH30a).
41 Mr. Vo Xuan Long, Head of the Movement Committee of Quang Tri Provincial Youth Union
- Programs to support startups and create sustainable livelihoods : Isolation and lack of social capital are weaknesses of most self-employed youth.
Difficulty in accessing resources makes self-employed youth easily fall into the situation of creating jobs without a fixed location, without registration, without conditions to invest in improving the quality of products and services to meet market demand, doing business in a "catch-and-go" manner leading to failure, or creating jobs in the informal sector.
Thus, lack of capacity, difficulty in accessing resources, risky environment, unstable and complicated policy mechanisms are the main barriers that discourage young people in this period.
3.1.1.2.4 Phase 4: Maintaining and expanding self-employment
Motivation
At this stage, financial motivation (when forced to earn a living or wanting to become rich) is no longer the main motivation, but career development motivation or awareness of social responsibility and community responsibility, the desire to share self-employment experiences with other young people. In typical cases of self-employment by young people, when non-financial motivations come into play, they often bring certain successes to them. Some other external motivations that force young people to expand their self-employment include: current activities no longer meeting customer needs; the current model has reached the break-even point, changes in policies, industries, markets, competitors expanding their business....(TH6, TH14)

![Mobile Phone Usage in Hanoi Inner City Area
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- Test the relationship between demographic variables and consumer behavior for Mobile Marketing activities
The analysis method used is the Chi-square test (χ2), with statistical hypotheses H0 and H1 and significance level α = 0.05. In case the P index (p-value) or Sig. index in SPSS has a value less than or equal to the significance level α, the hypothesis H0 is rejected and vice versa. With this testing procedure, the study can evaluate the difference in behavioral trends between demographic groups.
CHAPTER 4
RESEARCH RESULTS
During two months, 1,100 survey questionnaires were distributed to mobile phone users in the inner city of Hanoi using various methods such as direct interviews, sending via email or using questionnaires designed on the Internet. At the end of the survey, after checking and eliminating erroneous questionnaires, the study collected 858 complete questionnaires, equivalent to a rate of about 78%. In addition, the research subjects of the thesis are only people who are using mobile phones, so people who do not use mobile phones are not within the scope of the thesis, therefore, the questionnaires with the option of not using mobile phones were excluded from the scope of analysis. The number of suitable survey questionnaires included in the statistical analysis was 835.
4.1 Demographic characteristics of the sample
The structure of the survey sample is divided and statistically analyzed according to criteria such as gender, age, occupation, education level and personal income. (Detailed statistical table in Appendix 6)
- Gender structure: Of the 835 completed questionnaires, 49.8% of respondents were male, equivalent to 416 people, and 50.2% were female, equivalent to 419 people. The survey results of the study are completely consistent with the gender ratio in the population structure of Vietnam in general and Hanoi in particular (Male/Female: 49/51).
- Age structure: 36.6% of respondents are <23 years old, equivalent to 306 people. People from 23-34 years old
accounting for the highest proportion: 44.8% equivalent to 374 people, people aged 35-45 and >45 are 70 and 85 people equivalent to 8.4% and 10.2% respectively. Looking at the results of this survey, we can see that the young people - youth account for a large proportion of the total number of people participating in the survey. Meanwhile, the middle-aged people including two age groups of 35 - 45 and >45 have a low rate of participation in the survey. This is completely consistent with the reality when Mobile Marketing is identified as a Marketing service aimed at young people (people under 35 years old).
- Structure by educational level: among 835 valid responses, 541 respondents had university degrees, accounting for the highest proportion of ~ 75%, 102 had secondary school degrees, ~ 13.1%, and 93 had post-graduate degrees, ~ 11.9%.
- Occupational structure: office workers and civil servants are the group with the highest rate of participation with 39.4%, followed by students with 36.6%. Self-employed people account for 12%, retired housewives are 7.8% and other occupational groups account for 4.2%. The survey results show that the student group has the same rate as the group aged <23 at 36.6%. This shows the accuracy of the survey data. In addition, the survey results distributed by occupational criteria have a rate almost similar to the sample division rate in chapter 3. Therefore, it can be concluded that the survey data is suitable for use in analysis activities.
- Income structure: the group with income from 3 to 5 million has the highest rate with 39% of the total number of respondents. This is consistent with the income structure of Hanoi people and corresponds to the average income of the group of civil servants and office workers. Those
People with no income account for 23%, income under 3 million VND accounts for 13% and income over 5 million VND accounts for 25%.
4.2 Mobile phone usage in Hanoi inner city area
According to the survey results, most respondents said they had used the phone for more than 1 year, specifically: 68.4% used mobile phones from 4 to 10 years, 23.2% used from 1 to 3 years, 7.8% used for more than 10 years. Those who used mobile phones for less than 1 year accounted for only a very small proportion of ~ 0.6%. (Table 4.1)
Table 4.1: Time spent using mobile phones
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Alid
<1 year
5
.6
.6
.6
1-3 years
194
23.2
23.2
23.8
4-10 years
571
68.4
68.4
92.2
>10 years
65
7.8
7.8
100.0
Total
835
100.0
100.0
The survey indexes on the time of using mobile phones of consumers in the inner city of Hanoi are very impressive for a developing country like Vietnam and also prove that Vietnamese consumers have a lot of experience using this high-tech device. Moreover, with the majority of consumers surveyed having a relatively long time of use (4-10 years), it partly proves that mobile phones have become an important and essential item in peoples daily lives.
When asked about the mobile phone network they are using, 31% of respondents said they are using the network of Vietel company, 29% use the network of
of Mobifone company, 27% use Vinaphone companys network and 13% use networks of other providers such as E-VN telecom, S-fone, Beeline, Vietnammobile. (Figure 4.1).
Figure 4.1: Mobile phone network in use
Compared with the announced market share of mobile telecommunications service providers in Vietnam (Vietel: 36%, Mobifone: 29%, Vinaphone: 28%, the remaining networks: 7%), we see that the survey results do not have many differences. However, the statistics show that there is a difference in the market share of other networks because the Hanoi market is one of the two main markets of small networks, so their market share in this area will certainly be higher than that of the whole country.
According to a report by NielsenMobile (2009) [8], the number of prepaid mobile phone subscribers in Hanoi accounts for 95% of the total number of subscribers, however, the results of this survey show that the percentage of prepaid subscribers has decreased by more than 20%, only at 70.8%. On the contrary, the number of postpaid subscribers tends to increase from 5% in 2009 to 19.2%. Those who are simultaneously using both types of subscriptions account for 10%. (Table 4.2).
Table 4.2: Types of mobile phone subscribers
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Prepay
591
70.8
70.8
70.8
Pay later
160
19.2
19.2
89.9
Both of the above
84
10.1
10.1
100.0
Total
835
100.0
100.0
The above figures show the change in the psychology and consumption habits of Vietnamese consumers towards mobile telecommunications services, when the use of prepaid subscriptions and junk SIMs is replaced by the use of two types of subscriptions for different purposes and needs or switching to postpaid subscriptions to enjoy better customer care services.
In addition, the majority of respondents have an average spending level for mobile phone services from 100 to 300 thousand VND (406 ~ 48.6% of total respondents). The high spending level (> 500 thousand VND) is the spending level with the lowest number of people with only 8.4%, on the contrary, the low spending level (under 100 thousand VND) accounts for the second highest proportion among the groups of respondents with 25.4%. People with low spending levels mainly fall into the group of students and retirees/housewives - those who have little need to use or mainly use promotional SIM cards. (Table 4.3).
Table 4.3: Spending on mobile phone charges
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<100,000
212
25.4
25.4
25.4
100-300,000
406
48.6
48.6
74.0
300,000-500,000
147
17.6
17.6
91.6
>500,000
70
8.4
8.4
100.0
Total
835
100.0
100.0
The statistics in Table 4.3 are similar to the percentages in the NielsenMobile survey results (2009) with 73% of mobile phone users having medium spending levels and only 13% having high spending levels.
The survey results also showed that up to 31% ~ nearly one-third of respondents said they sent more than 10 SMS messages/day, meaning that on average they sent 1 SMS message for every working hour. Those with an average SMS message volume (from 3 to 10 messages/day) accounted for 51.1% and those with a low SMS message volume (less than 3 messages/day) accounted for 17%. (Table 4.4)
Table 4.4: Number of SMS messages sent per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
142
17.0
17.0
17.0
3-10 news
427
51.1
51.1
68.1
>10 news
266
31.9
31.9
100.0
Total
835
100.0
100.0
Similar to sending messages, those with an average message receiving rate (from 3-10 messages/day) accounted for the highest percentage of ~ 55%, followed by those with a high number of messages (over 10 messages/day) ~ 24% and those with a low number of messages received daily (under 3 messages/day) remained at the bottom with 21%. (Table 4.5)
Table 4.5: Number of SMS messages received per day
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
<3 news
175
21.0
21.0
21.0
3-10 news
436
55.0
55.0
76.0
>10 news
197
24.0
24.0
100.0
Total
835
100.0
100.0
When comparing the data of the two result tables 4.4 and 4.5, we can see the reasonableness between the ratio of the number of messages sent and the number of messages received daily by the interview participants.
4.3 Current status of SMS advertising and Mobile Marketing
According to the interview results, in the 3 months from the time of the survey and before, 94% of respondents, equivalent to 785 people, said they received advertising messages, while only a very small percentage of 6% (only 50 people) did not receive advertising messages (Table 4.6).
Table 4.6: Percentage of people receiving advertising messages in the last 3 months
Frequency
Ratio (%)
Valid Percentage
Cumulative Percentage
Valid
Have
785
94.0
94.0
94.0
Are not
50
6.0
6.0
100.0
Total
835
100.0
100.0
The results of Table 4.6 show that consumers in the inner city of Hanoi are very familiar with advertising messages. This result is also the basis for assessing the knowledge, experience and understanding of the respondents in the interview. This is also one of the important factors determining the accuracy of the survey results.
In addition, most respondents said they had received promotional messages, but only 24% of them had ever taken the action of registering to receive promotional messages, while 76% of the remaining respondents did not register to receive promotional messages but still received promotional messages every day. This is the first sign indicating the weaknesses and shortcomings of lax management of this activity in Vietnam. (Table 4.7)
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