Through the survey results of 215 samples of workers with children aged 36-72 months, including 46 male workers and 169 female workers, male workers accounted for 21.4%, female workers 78.6%. Through the randomly conducted research sample, it was shown that the proportion of women interested in this topic was 3 times higher than that of men (78.6% compared to 21.4%), with the characteristics of the sewing and embroidery industry, most of them are women, so they pay much attention to child care, especially in the early morning, children have to go to the family nursery before 6:30 am, and can only go home in the afternoon or evening. During the time away from their children, mothers are always worried about the quality of child care at the family nursery " away from our children for more than 10 hours a day, we are very worried about whether our children are well cared for? Are they abused? “ (22-year-old female worker), in addition to depending on the gender role in the female worker's family, childcare and access to preschool education services are often left entirely to the child's mother.
Chart 2. Age of workers with children from 36 to 72 months old

Source: Author, October 2018
Regarding the age of having children from 36-72 months, the highest is from 25-<35 accounting for 61.39%, representing the golden age of labor, the youth age bracket and also the suitable age for reproduction. With working workers aged >45 accounting for 0.94%, many businesses
Enterprises have been and are in need of laying off workers. The main reason for this situation is that they often have to participate in high-intensity labor and have to work overtime regularly, work extra hours, poor working conditions, along with time and age, their health is increasingly declining, their agility is worse, it is very difficult to increase labor productivity. Meanwhile, the cost for these workers is higher than that of young workers such as salary and social insurance costs. Therefore, enterprises want to lay off these workers to have conditions to receive young workers, with lower salary and insurance costs, and can work more shifts. For the above reasons, most workers will choose to have children at this age to ensure health conditions, as well as enjoy salary and maternity policies according to regulations.
Table 1. Age and number of children present
Age Number of children
Frequency | (%) | p | |
Age >18<25 | 45 42 | (20.93) (19.53) | 0.004 |
Have 01 child | |||
Have 02 children | 03 | (1.40) | |
Age >25<35 | 132 | (61.39) | 0.037 |
Have 01 child | 125 | (58.13) | |
Have 02 children Have 03 children Have 04 children | 03 02 02 | (1.40) (0.93) (0.93) | |
Age >35<45 | 36 | (16.74) | 0.024 |
Have 01 child Have 02 children Have 03 children Have 04 children | 34 02 00 00 | (15.81) ( 0.93 ) | |
Age >45 | 02 | (1.86) | 0.001 |
Have 01 child | 02 | (1.86) |
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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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HIV infection status and care and ARV treatment for children under 18 months of age born to infected mothers in Vietnam, 2010-2013 - 19 -
Current Status of Testing and Evaluating Children's Rights and Duties Education Through Experiential Activities at Secondary Schools in Hung Yen City, -
Mono- and Poly-Infection of Worms in Children 12-23 Months -
Results of Intervention to Prevent Mother-to-Child Transmission of HBV Using Health Education for Mothers and Children at Hai Phong Obstetrics and Gynecology Hospital
Source: Author, October 2018
Age is related to the number of children, age >18 <25 has one child accounting for 19.53%, having two children accounting for 1.40%, while age >25<35 has one child accounting for 58.13%, two children accounting for 1.40%, three children accounting for 0.93%, four children accounting for 0.93%; age >35<45 has one child accounting for 15.81%, two children accounting for 0.93%, age >45 has one child accounting for 1.86%. The relationship between age and number of children P<0.005, shows that the older the age, the fewer the number of children in the age range of 36-72 months, focusing only on the age of labor force with income for both husband and wife, so the number of third and fourth children is not in the age range >45 and >35<45.
Table 2: Time of residence in Binh Duong Province of workers
Time living in Binh Duong Province
Quantity | Rate (%) | |
6 months - 1 year | 17 | 7.9 |
1 - 3 years | 54 | 25.1 |
3 - 5 years | 44 | 20.5 |
Over 5 years | 100 | 46.5 |
Total | 215 | 100.0 |
Source: Author, October 2018 Through the above results, the author found that workers working at Winning Embroidery Company Limited, Binh Duong Province have lived and worked in Binh Duong Province for a very long time. Of which, the number of workers who have lived and worked here for more than 5 years accounts for the highest percentage (over 46.5%), the group of workers who have lived in Binh Duong Province for 1-3 years is the second highest (accounting for 25.1%) and the group who have lived for 3-5 years is the third highest (accounting for 20.5%). This shows that workers working at the company
Winning Embroidery Company Limited, Binh Duong Province has lived and understood the services in Binh Duong Province in general and the Winning Embroidery Company Limited, Binh Duong Province in particular. Therefore, the sharing of this group of workers shows the needs and the reality of preschool education services for workers' children in the research area. At the same time, their assessments and suggestions will be realistic with the reality of preschool services in the area where they live and work for the author in this study. In addition, the time of residence related to the temporary residence regulation is for a period of more than 2 consecutive years, and permanent residence is granted, with the condition of having a house. However, in the survey sample, all workers are still living in rented houses, not having the conditions to buy a house, although among them, there are people who have lived for more than 5 years and are eligible for permanent residence. This is one of the obstacles in allowing children aged 36-72 months to access state preschool services, so most workers choose private kindergartens or family childcare groups.
Table 3: Workers' education level
Education level
Quantity | Rate (%) | |
Elementary | 14 | 6.51 |
Secondary School | 105 | 48.84 |
High School | 80 | 37.21 |
Other | 16 | 7.44 |
Total | 215 | 100.0 |
Source: Author, October 2018
Regarding education level, 48.84% of the total number of workers have a junior high school degree, 37.21% have a high school degree and 6.51% have a primary school degree. Workers with other qualifications only account for 7.44%. Most workers with low education have little opportunity for promotion at work, so their income is more or less affected.
Table 4: Income and number of children
Income Number of children
Frequency | (%) | p | |
<3,000,000 VND | 7 3 | (3.26) (1.40) | 0.001 |
Have 01 child | |||
Have 02 children Have 03 children Have 04 children | 0 2 2 | ( 00) (0.93) (0.93) | |
>3 <5 million | 12 | (5.58) | 0.018 |
Have 01 child | 12 | (5.58) | |
Have 02 children Have 03 children Have 04 children | 0 0 0 | ||
>5 million <10 million | 105 | (48.84) | 0.039 |
Have 01 child Have 02 children Have 03 children Have 04 children | 98 6 1 0 | ( 45.58) ( 0.47 ) | |
>10 million | 91 | (42.33) | 0.032 |
Have 01 child Have 02 children | 88 3 | (40.93) ( 1.40) |
Source: Author, October 2018
Through a survey of 215 workers, income has a relationship with the number of children P<0.005, high total income, the number of children is higher than the low income, typically from > 5,000,000 VND to < 10,000,000 VND, there are 105 workers accounting for 48.84% of which 01 child accounts for 45.58%, > 10,000,000 VND accounts for 42.33%, having 01 child accounts for 40.93% while income < 3,000,000 VND accounts for 3.36%, having 01 child accounts for 1.4%. Monthly income level
The cost of childcare must be carefully calculated. Most workers want to send their children to public kindergartens because of reasonable prices and high safety. However, due to costs and obstacles in procedures such as household registration, convenience for work hours, and picking up and dropping off children, they have to accept the risks of sending their children to private schools or family daycare groups.

2.3.2. Current status of using preschool education services for workers' children Chart 3. Social work services to support workers at the Company
Source: Author, October 2018
The survey results of 215 workers on social work in the company, there were 15 workers with social work services accounting for 7%, the remaining 200 workers said no, accounting for 93% of the total survey. In 15 workers, there was a misunderstanding between the union and social work, thinking that maternity support, visiting when there was a work accident was the task of social work. The research of author Tran Thu Phuong on social work, social work services in industrial parks, manufacturing companies also brought up the confusion between social work and the union.]35]
Table 5. Level of access to kindergarten from information to admission procedures
Content
Quantity | Percentage | |
-Search for information | 215 | 100 |
No information available | 22 | 10.23 |
Relatives, colleagues | 115 | 53.49 |
Know preschool teachers | 16 | 7.44 |
School announcement | 37 | 17.21 |
Media | 5 | 2.33 |
Accidentally found out the school accepts children | 20 | 9.30 |
-Choose childcare service | 215 | 100 |
Public | 77 | 35.81 |
Private | 119 | 55.35 |
Family Youth Group | 18 | 8.37 |
Acquaintance | 1 | 0.47 |
- Admission procedures | 215 | 100 |
very difficult | 3 | 1.4 |
Hard | 30 | 14 |
Normal | 90 | 41.9 |
Easy | 86 | 40 |
Very easy | 6 | 2.8 |
Source: Author, October 2018
There is no social work service at the company, the search for information about sending children is mostly through acquaintances with colleagues in the company, accounting for 53.49%, 22% have no information about the place to send their children, accounting for 10.23%, accidentally knowing information about receiving children, accounting for 9.30%. The regulations and procedures for admission to private kindergartens are easy, so up to 55.35% of workers send their children, 8.37% send their children.
According to the family nursery group, up to 41.9% of the children are enrolled in normal schools, 40% think it is easy. The survey data above shows that workers know where to send their children to school, daycare, all through social communication, so sending the wrong children to schools, daycare centers with poor quality, children are not well cared for is inevitable. Through information about child abuse at private nurseries, family nursery groups transmitted on mass media, it is the fear of workers every day working at the Company " Sending children but not feeling secure, always afraid that my child will be beaten, my child will be forced to eat, sometimes I will have to prick my hand with a needle to wake up " (Female worker, 28 years old)
Table 6. Costs for preschool education of workers' children
Expenditure ratio
'Quantity | Percentage | |
20% | 159 | 73.95 |
20 - 30% | 25 | 11.63 |
30 - 40% | 4 | 1.86 |
40 - 50% | 1 | 0.47 |
Other | 26 | 12.09 |
Total | 215 | 100.0 |
Source: Author, October 2018
The cost of nursery services accounts for 73.95%, accounting for 20% of workers' income, 11.63% accounts for 30%, 12.09% think that spending more money on additional teachers and nannies to ensure children are well cared for, even though that amount of money has taken up a part of essential expenses in life.

![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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