13
Identify factors that affect learning activities of myself | 2.93 | 0.80 | 15 | |
14 | Identify the learning actions that need to be taken | 3.10 | 0.89 | 10 |
Write a study plan | 2.89 | 0.55 | ||
15 | Prioritize each learning task and each credits to be accumulated | 3.11 | 0.89 | 9 |
16 | Make a schedule, work schedule | 2.47 | 1.01 | 18 |
17 | Identify the measures to be taken to complete the task. study service | 3.07 | 0.84 | 11 |
18 | Determine the conditions and means necessary for implementation learning task | 3.12 | 0.82 | 8 |
19 | Planned implementation of the study plan | 2.69 | 0.85 | 17 |
General Average | 3.07 | 0.53 | ||
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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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Table 4.4 shows that the study planning skills according to the credit system of students at People's Police academies and universities are at an average level (Average = 3.07; SD = 0.53), showing a great similarity among the surveyed students.
Among the three groups of skills above, the group of skills to determine the requirements of the training program is the one that students perform best (Average = 3.26; Standard = 0.66) because these are basic and mandatory requirements for students to be able to choose to register for courses, plan and allocate study time for each subject. On the other hand, all students are interested in the basic requirements of the training program, especially the mandatory conditions for graduation, so that they can proactively implement them effectively.
The survey results also show that the group of skills for writing study plans has the lowest GPA (GPA = 2.89; SD = 0.55). One of the reasons for this situation is that this skill is rarely practiced by students, and at the same time, the results of the skill of writing study plans depend a lot on the students' self-awareness, initiative and sense of responsibility.
Student B.Đ.G - University of Economics and Public Security said, " We study and live according to the regime of the armed forces, the hours of study, training, and activities must follow the school's regulations, so we rarely have to make a plan, the students just follow the prescribed hours to carry out. Only a few students who are really meticulous make specific plans for each activity according to the prescribed time frame." In fact, students at the academies and universities of the People's Public Security
Students must wake up at 5:45 (fall, winter) and 5:30 (spring, summer), practice sports, work, eat breakfast, then go to class at 7:15. In the evening, at 7:00 p.m., students start self-study time, and go to bed at 10:30 p.m. (students who want to study more can extend their self-study time, but must turn on their own lights and not affect their teammates). These regulations create a learning and living routine for students, but sometimes make them lack initiative in making their own plans.
The data in Table 4.3 also shows that the manifestations with high GPA include: Identifying political standards for police students (GPA=3.96; DLC=0.86); Identifying soft skills standards that police students need to achieve (swimming, driving, IT, foreign languages...) (GPA=3.73, DLC=1.08); Identifying specialized knowledge modules (GPA=3.30; DLC=0.92).
Through this, it can be seen that students at the People's Public Security academies and universities have a very good grasp of political standards (average score = 3.96) because political standards are considered one of the most important requirements for students of the People's Public Security. After graduating from the People's Public Security academies and universities, they are responsible for maintaining national security and ensuring social order and safety, implementing and supervising the implementation of the Party's guidelines, policies and laws of the State. Political requirements are considered mandatory for students to be able to perform well the tasks assigned by the Party and the State. Right from the initial enrollment, in addition to ensuring the requirements on academic results, training, and health, these students are examined and verified by local police to ensure political factors before being considered for admission to the People's Public Security academies and universities. During their studies at the academies and universities of the People's Public Security, students must continue to strictly comply with political requirements and be regularly inspected and supervised by the training institution. This is also one of the conditions for students to graduate. On the other hand, unlike students at civil universities, students at
At the Police Academy and University, becoming a Party member is extremely important and is also a special profession. At the Police Academy and University, joining the Party is one of the goals that students strive for, requiring time and tireless efforts throughout 4 years of study. To be admitted to the Party, in addition to political requirements, students must achieve good or better academic results and have no month of training below 8 points. The political factor for Police students is considered a "vital requirement", all students understand it very well and ensure it seriously, so from the first year of studying at the Police Academy and University, students are very interested in political standards.
Along with ensuring academic requirements, CAND students must achieve soft skills to be eligible for graduation. In particular, swimming, driving, IT, and foreign language skills are mandatory requirements for CAND students. Students can proactively complete and accumulate these certificates during their time studying at the training facility, depending on the conditions and plans of each individual. Students often learn very specifically about these requirements to proactively accumulate from the first year, limiting the concentration in the final year to avoid rushing. Therefore, most students at CAND academies and universities identify the soft skills standards they need to achieve (GPA = 3.73).
Identifying specialized knowledge modules (GPA = 3.30) is done quite well by students. Right from the time of enrollment, choosing a major has been a great concern, considered based on interests, abilities and social needs. Therefore, during the learning process at the People's Public Security academies and universities, specialized knowledge is of great interest to students to learn and accumulate knowledge and experience. This knowledge will be the foundation to help them perform their work tasks after graduation. Student N.D.M - a student of the People's Public Security Academy said, "Among the popularized modules, I am most interested in specialized modules, because these modules account for a fairly high number of credits, and are also core knowledge, directly related to my future work."
The survey results also showed that the manifestations with low GPA include: Determining the total number of credits to be accumulated throughout the course (GPA=2.42, DLC=1.01); Making a timetable and work schedule (GPA=2.47; DLC=1.01); Planning options for implementing the study plan (GPA=2.69; DLC=0.85).
Thus, students are less interested in the total number of credits they need to accumulate throughout the course (GPA = 2.42). This information is often disseminated to students by the Department of Training and Advanced Training Management during the political activities week when they first enroll, but after that, students do not pay much attention. Student B.D.A - People's Police Academy said, "Each semester, I only care about which courses I will study, which courses have a high credit load, which courses have a low credit load to allocate study time effectively, I rarely pay attention to the number of credits for the entire course."
Making a timetable, work schedule (Average = 2.47) and Planning plans to implement the study plan (Average = 2.69) were performed worse. The reason is that students at the police academies and universities study and live according to the school's prescribed time frame, they rarely take the initiative to make their own timetable.
The results of solving situational exercises on the skills of planning learning according to the credit system of students at the academies and universities of the People's Public Security are consistent with the survey results through the questionnaire with the average score = 2.91; DLC = 0.55, reaching the average level (See Appendix 14). However, the results of solving situational exercises are lower than the results obtained through the questionnaire. The reason is that applying students' knowledge to handle situations is always more difficult than perceiving the content of these skills.
The results of students' self-assessment are highly consistent with the assessment results of lecturers, training managers and student managers. Specifically:
Table 4.5: Comparison of students' assessments with those of lecturers, training managers, and student managers on planning skills
study by HCTC
TT
Expression | Student | Lecturer, Manager | |||
Average | DLC | Average | DLC | ||
1 | Identify training program requirements | 3.26 | 0.66 | 3.14 | 0.35 |
2 | Determine the goals and content of the work to be done | 3.05 | 0.58 | 2.97 | 0.42 |
3 | Write a study plan | 2.89 | 0.55 | 2.78 | 0.39 |
General Average | 3.07 | 0.53 | 2.96 | 0.23 | |
The results in the table above show that lecturers, training managers, and student managers also rated the skills of planning study plans according to the credit system of students at the academies and universities of the People's Public Security at an average level (Average = 2.96; DLC = 0.23). In which, the skill group Determining the requirements of the training program was performed best (Average = 3.14; DLC = 0.35); followed by the skill group Determining the goals and content of the work to be done (Average = 2.97, DLC = 0.42); and the component skill group Writing a study plan had the lowest Average (Average = 2.78; DLC = 0.39).
b. Comparing the skills of planning study according to the credit system of student groups at People's Police academies and universities
According to learning results:
The skills of planning study according to the credit system of students at the academies and universities of the People's Public Security are different according to their learning results. The survey results are shown in the following chart:

Chart 4.5: Comparison of study planning skills of students at police academies and universities according to study results
The chart above shows that the skill of planning study according to the credit system is best performed by the group of students with good academic performance (Average score = 3.26), second is the group of students with good academic performance (Average score = 3.17), students with poor academic performance perform at the lowest level (Average score = 2.20). This difference is statistically significant because P>0.05 (Sig=0.000) (See Appendix 8.2.1).
By gender:
When comparing the study planning skills according to the credit system of students at the People's Public Security academies and universities by gender, we also found differences. The specific results are shown in the following chart:

Chart 4.6: Comparison of study planning skills according to the credit system of students at police academies and universities by gender
The results in the chart above show that female students perform study planning skills according to the credit system at a higher level than male students (average score is 3.15 compared to 3.06. However, this difference is not statistically significant because P>0.05 (Sig=0.100).
By year of training:
The survey results show that there are differences in the level of implementation of learning planning skills according to the credit system among students of different training courses. The specific results are shown in chart 4.7.

Chart 4.7: Comparison of study planning skills according to the credit system of students at police academies and universities by year of training
The chart above shows that third-year students have the highest level of learning planning skills according to the credit system (average score = 3.25), followed by second-year students (average score = 3.14), and first-year students have the lowest level (average score = 2.87). The reason for this situation is that third-year students have a longer time to study and experience, so they have more experience in learning planning. In addition, by the third year, students are about to enter the "sprint" stage, needing to pay attention to learning planning to accumulate enough credits to reach the desired level for graduation classification. First-year students are just getting access to learning according to the credit system, from determining the requirements of the training program; From determining goals, content of work to writing a study plan according to the credit system, students are very confused and different from high school, so they perform this skill lower than students in previous years. Second-year students, after a long time studying at police academies and universities, have access to credit-based training and know how to make a more stable plan.
By training institution:
Comparing the skills of planning study according to the credit system of students at the academies and universities of the People's Public Security according to the training facilities, we also found differences. The specific results are as follows:

Chart 4.8: Comparison of study planning skills according to the credit system of students at police academies and universities by training institution
The chart above shows: Students of the People's Police Academy have the best study planning skills (average score = 3.10), followed by students of the University of Economics - Public Security (average score = 3.06) and the average score of the group of students of the People's Police Academy is the lowest (average score = 3.05). However, this difference is not statistically significant, because the ANOVA test result has sig = 0.482 (p>0.05).
In summary, the skills of planning study according to the credit system are performed at an average level by students at the People's Public Security academies and universities. In which, the manifestations performed better by students are Identifying political standards for People's Public Security students; Identifying soft skills standards that need to be achieved by People's Public Security students; Identifying specialized knowledge modules. The manifestations of Identifying the total number of credits that need to be accumulated throughout the course; Making a timetable, work schedule ; Planning options for implementing the study plan are performed less effectively by students.
Female students plan their study according to the credit system more fully, skillfully and flexibly than male students. Third-year students plan their study according to the credit system best, first-year students do the worst. Students of the People's Police Academy have the highest skills in planning their study according to the credit system among the three training institutions surveyed.
4.1.2.2. Current status of skills in implementing learning activities under the credit system of students at People's Police academies and universities
a. General assessment of students' skills in implementing learning activities under the credit system at People's Police academies and universities
Skills in implementing learning activities according to the credit system of students at the People's Public Security academies and universities include classroom learning skills and self-study skills. The survey results are shown in the data table below:
Table 4.6: General assessment of students' skills in performing learning activities according to the credit system at police academies and universities
TT
Expression | Average | DLC | |
1 | Classroom learning skills | 3.26 | 0.48 |
2 | Self-study skills | 3.41 | 0.51 |
General Average | 3.34 | 0.45 |

![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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