Section 1A. List of household members (CONTINUED)
11 | 12 | 13 | 14 | 15 Is [NAME] a member of any club or group [….]? ONLY MEMBERS 15 YEARS OLD AND OVER | ||||||||
What province/city was [Name] born in? | … [NAME] … where to register your household? | In which province/city is [Name] registered? | … [NAME] … how long have you lived in this province/city? | |||||||||
m | ||||||||||||
· | a | b | c | d | ||||||||
t | Farmers Association | Women's Association | Party | Veterans Association | ||||||||
h | At the place in | |||||||||||
µ | commune/ward…............ | 1 (>>15) | HAVE 1 | HAVE 1 | HAVE 1 | HAVE 1 | ||||||
n | elsewhere in | |||||||||||
h | Province/City…............ | 2 (>>15) | ||||||||||
v | Other Province/City.............. | 3 | ||||||||||
i | Other…....……....…......... | 4 | NO 2 | NO 2 | NO 2 | NO 2 | ||||||
ª | never had a household | |||||||||||
n | Province name | Code | Password…................. | 5 (>>14) | Province name | Code | Se | Se | ||||
conscious | conscious | Year | Month | |||||||||
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Maybe you are interested!
-
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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Factors Affecting the Training Activities to Improve State Administrative Management Capacity for Secondary School Principals of the Department of Education - -
Factors Affecting the Results of Political and Ethical Education for Students -
Basic Factors Affecting the Quality of Judgments Resolving Credit Contract Disputes in Court -
Basic factors affecting tourists' satisfaction with the quality of tourism services in Dong Nai province - 12

Section 2. Education
Please provide some information about the education of household members .
Ask all household members
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1 ...[NAME]...has What grade did you finish? Convert grades according to the 12-year system not finished 1st grade write 0 never go to school write 00 and >>14 lip | 2 Highest degree that [ name ] achieved? No degree 0 Primary 1 middle school 2 High School 3 Primary vocational 4 Secondary School 5 Vocational High School 6 Vocational College 7 college 8 University 9 Master. 10 Dr. 11 other (specify)) 12 | 3 What type of school does [NAME] attend? Public ………1 Private ……… 2 Private ……… 3 Semi-public ……… 4 Other (Specify) …5 | 4 Currently ...[NAME]... do you go to school Ca........... 1 ( >>6) summer vacation.. 2 ( >>6) no 3 | 5 In the past 12 months ...[NAME]... do you go to school Both no.... 2 ( >>14) | 6 ... [name]... what level/grade/level of education are you studying? Nursery, kindergarten……………… 0 (>>8) Primary 1 middle school 2 High School 3 Primary vocational school……………………… 4 ( >>8) Secondary vocational school………………… 5 ( >>8) Professional secondary school... 6 ( >>8) Vocational college........................... 7 ( >>8) college................................. 8 ( >>8) university................................… 9 ( >>8) Master....................…………… 10 ( >>8) Dr.......................…………… 11 ( >>8) Other (specify)……………………… 12 ( >>8) | 7 ..[NAME].. what grade are you in? Note Studying lip | 8 School ...[NAME] … what are you learning? Public ……… 1 Private 2 Private 3 Other (Specify) 4 | ||
General education and college or higher | education job | ||||||||
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Section 2. Education (continued)
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9 | 10 Reasons for exemption or reduction? Open 1 ethnic minority 2 martyr family3 wounded soldiers, sick soldiers, families with meritorious services to the revolution 4 remote areas especially difficult……… 5 families in difficult circumstances Difficulty 6 Primary 7 students The school does not collect fees 8 Other (specify)9 | 11 How much did it cost for ...[NAME]... to attend school in the past 12 months for subjects in the school's prescribed curriculum? Try to exploit the detail columns, if not, write 0, if you don't know or don't remember clearly, write KB, if you only remember the total and some details, write the total and the corresponding detail columns, if you don't remember the columns, write kb 1000 dong | |||||||||||
...[NAME] … has | |||||||||||||
exempted | |||||||||||||
reduction in study | |||||||||||||
fees or other | |||||||||||||
payment | |||||||||||||
give | |||||||||||||
education | |||||||||||||
Are not? | |||||||||||||
a | b | c | d | e | f | g | h | i | k Ratio (a +b +...+i) | ||||
Tuition? | Left | Contribute | Sub-fund | Clothes | Book | Thunderstorm | Learn more | Religion | |||||
line | give | brother | copper | religion | study | for subject | other sex? | ||||||
school, | pupil, | serve and | department, | other? | memorize | (exam fee, go) | |||||||
class (fund) | class fund? | page | book | (paper, pen, | chapter | stay, stay, protect | |||||||
Both | build, | follow | Reference | bag, notebook,...)? | process | body danger | |||||||
no... 2 (>>11) | Tuition | Contribute | ,...)? | rules? | survey? | define? | HS, SV,...)? | ||||||
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12 Receipts received from educational assistance organizations in the past 12 months? (accommodation, travel, textbooks, uniform, … ) if there is no number write 0 1000 dong | 13 Value of scholarships, awards received in the past 12 months? if there is no number write 0 1000 dong | 14 Other education and training expenses in the past 12 months? (foreign language certificates, shorthand typing, hairdressing, makeup, etc.) if there is no number write 0 1000 dong | 15 Ask only for members under 5 years old ë [NAME] play with What toy is this? both1 Are not2 | 16 How many children's books/comic books does your household have ? Only ask for households with members 17 years old or younger. If there are no books, write 0. If there are more than 10 books, write 10. quantity | ||
a Toys bought outside | b DIY toys | |||||
1 | ||||||
2 | x | |||||
3 | x | |||||
4 | x | |||||
5 | x | |||||
6 | x | |||||
7 | x | |||||
8 | x | |||||
9 | x | |||||
4A. employment and wages
Ask all household members 6 years of age and older.
Most time-consuming job (Main job) in the past 12 months | |||||||||||||||||
m · th µ nh v I e n | 1 In the past 12 months, have [ you/she ] participated in | 2 working? (with code 1) in sentence 1) Both (>>3) No.2 | 2a Why has [ name ] not worked in the past 12 months? young/current go to school 1 housewife my family 2 old/retired 3 disabled/chronic illness 4 can't find a job 5 other (specify) )............ 6 | 3 What task took up the most of …[NAME]…'s time in the past 12 months? | 4 Name of the agency/unit (if any) and description of the main tasks and products of the agency/unit where …[NAME]…does that job? | 5 ..[NAME].. Have you done this in the last 30 days? Both No...2 | 6 During these days (or in the last 30 days) here most) …[NAME] … how many days have you been doing this? Day | 7 Of those working days, on average 1 day …[NAME]… how many hours did this work Jesus | |||||||||
a Go to work to get salary, wages? work Both No 2 | b Production or service activities in cultivation, animal husbandry, forestry and aquaculture for households? self-employed Both No 2 | c What is the household's business or service activity? self-production and business, non-agricultural, forestry and fishery services Both No 2 | |||||||||||||||
a..[NAME]... How many days did you do this in the past 12 months? Number of Days | Job Description | Occupation code | Name of agency/unit | Describe the main tasks/products of the agency/unit | Industry code | ||||||||||||
>>27 | |||||||||||||||||
Most time-consuming job (main job) in the past 12 months | ||||||||||
m · th µ nh v I ª n | 8 ...[NAME]... works for which organization or individual? | 9 In this job .... does [Name] receive a salary or wages? have……… 1 No… 2 (>>14) | 10 In the last 30 days (or in the most recent 30 days) …[NAME]... How much money and in-kind value did you receive from this job? thousand Dong | 11 In the past 12 months, how much salary did …[NAME]... receive? wages including value price in kind from this work? thousand Dong | 12 In the past 12 months, in addition to salary and wages from this job, …[NAME]... how much cash and in-kind value did [NAME]... also receive from the following: If not, write 0 | 13 With this job, …[NAME]… gets…. | ||||
a . Type of economy? Agricultural, forestry, fishery households/ individuals… 1(>>9) individual production and business households… 2(>>9) collectives……………………………………… 3(>>9) private……………………………………… 4(>>9) State 5 foreign investment capital……………… 6(>>9) | b ... [Name] ... is an official, civil servant, or public employee Are not? Both No 2 | |||||||||
a Holidays (May 1, September 2, December 22, Tet ...) thousand Dong | b Other expenses (bonuses, uniforms, lunch, business trip allowance, sick leave, occupational accident allowance labor, maternity,...) thousand Dong | a Sign a labor contract ? Both No 2 | b Paid vacation/holiday Both No 2 | c Social security? Both No 2 | ||||||
Second most time-consuming job (side job) in the past 12 months | ||||||||||
m · th ah v I e n | 14 …[NAME]…have you had any other work in the past 12 months? Both No..2 ( >>27) | 15 What job takes up the second most time after your main job? …[NAME]… in the past 12 months? | 16 Name of the agency/unit (if any) and description of the main tasks and products of the agency/unit where …[NAME]…does that job? | 17 …[NAME]…have you done this in the past 30 days? Both No 2 | 18 During these days (or in the last 30 days) here most) …[NAME]… How many days have you been doing this? Day | 19 Of those working days, on average 1 day …[NAME]… how many hours did this work Jesus | ||||
a.…[Tân]… did this job how many days in the past 12 months? Number of Days | Job Description | Occupation code | Name of agency/unit | Describe the main tasks/products of the agency/unit | Industry code | |||||
Second most time-consuming job (side job) in the past 12 months | ||||||||
m · th µ nh v I e n | 20 ...[NAME]... works for which organization or individual? Agricultural, forestry, fishery households/ individuals... 1 individual production and business household... 2 collectives 3 private 4 State 5 foreign investment 6 | 21 In this work .... [Name] ... received get salary? have……… 1 No… 2 (>>25) | 22 In the last 30 days (or the last 30 days) here most) …[NAME]… received How much money and value of goods do you get from this job? thousand Dong | 23 In the past 12 months, how many …[NAME]… received? How much salary, wages and property value from this job? thousand Dong | 24 In the past 12 months, in addition to salary and wages from this job, how much cash and in-kind value did …[NAME]... receive from the following sources: If not, write 0 | 25 In addition to the work as mentioned above …[NAME]…does he/she work for any other pay or salary? Both No...2 ( >>2 7 ) | 26 …[NAME]… received How much money do you get from these jobs? (from the 3rd job onwards) thousand dong | |
a Holidays (May 1, September 2, December 22, Tet ...) thousand Dong | b Other expenses (bonuses, uniforms, lunch, travel allowance work, sickness allowance, occupational accident labor, maternity,...) thousand Dong | |||||||

![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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