Facilities include: labs, cassette players, projectors, televisions, computers/laptops, pictures, grammar system charts and visual aids, cassette tapes/CDs, listening and speaking teaching equipment, lesson design software, software to test and evaluate students' learning outcomes and funding sources to organize extracurricular activities for students. If teachers know how to effectively develop and use facilities and technical means, they will help students acquire language from vivid visuals to abstract thinking, creating interest, making it easy to learn, easy to understand, easy to remember to apply English in practice naturally. At the same time, they also help teachers convey teaching content to students in the most effective way.
In short, implementing innovative teaching methods, effectively using teaching equipment and tools, using English teaching software, and preparing electronic lesson plans in teaching English will contribute to improving the quality of teaching and learning English in secondary schools in particular and the quality of education in general.
1.3.3.4. Conduct testing and evaluation of students' English learning outcomes at school.
Can Thi Thanh Huong defines " Testing and evaluating learning outcomes as the process of collecting and processing information from learners' learning activities, comparing them with set objectives to confirm learners' learning outcomes after a period of learning and providing feedback to help improve teaching and learning " (Can Thi Thanh Huong, 2011).
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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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Thus, the activity of testing and evaluating the learning outcomes of English students at school is not simply a recognition of the results of teaching and learning English, but also proposes decisions to change the current situation for the better. Therefore, the activity of testing and evaluating the learning outcomes of English students aims to:
Firstly, clarify the level of achievement and non-achievement of teaching objectives, knowledge level, skills and attitudes of students, thereby determining the level of quality and effectiveness of teaching and learning activities of English.

Second, detect errors and adjust activities to achieve the intended purpose: find errors and deviations in students' perception, help students adjust their activities.
learning, while also providing teachers with feedback to promptly adjust their teaching activities.
To achieve the above requirements, managers and English teachers need to:
+ Grasp the requirements and regulations on test content and assessment of student learning outcomes;
+ Testing and assessment activities must be appropriate to the curriculum and appropriate to each subject;
+ Implement training for excellent students from the beginning of the school year;
+ Implement tutoring for weak students from the beginning of the school year.
1.4. Managing English teaching activities in secondary schools
1.4.1. Objectives of managing English teaching activities in secondary schools
The goal of managing English teaching activities is to ensure that English teaching activities are in accordance with the general objectives of the subject, while ensuring that teaching activities achieve the planned results, contributing to the completion of the school's general objectives.
The demand for intellectual resources to serve society is increasing, the requirements for information technology are extremely necessary, so the goal of managing English teaching activities of the teacher is to improve the quality of teaching and learning English in schools. Teachers in schools need to focus on key tasks in the process of managing English teaching activities, clearly defining basic goals such as:
+ Ensure the quality of the TA teaching process;
+ Building a strong English teacher team;
+ Use of subject-specific equipment;
+ Check the English professional team, evaluate the team's activities, and have a timely adjustment plan.
Grasp the requirements and regulations on lesson preparation
Teaching correctly distributes the curriculum according to each grade level. Sufficient knowledge and skills in teaching.
Have a lesson plan
Teacher's lesson preparation
Implement lesson plans according to program distribution
Implement innovation in teaching methods and use of teaching aids through observation and demonstration lessons.
1.3.3.3. Implement innovation in teaching methods, use of equipment and teaching aids in teaching English at school
Implementing innovation in teaching methods (PPGD), effectively using equipment and teaching aids (DDDH) in teaching English.
Implement the use of software in English teaching, prepare electronic lesson plans
1.3.3.4. Conduct testing and evaluation of English learning outcomes of students at school.
Can Thi Thanh Huong defines " Testing and evaluating learning outcomes as the process of collecting and processing information from learners' learning activities, comparing them with set objectives to confirm learners' learning outcomes after a period of learning and providing feedback to help improve teaching and learning " (Can Thi Thanh Huong, 2011).
Thus, the activity of testing and evaluating the learning outcomes of English students at school is not simply a recognition of the results of teaching and learning English, but also proposes decisions to change the current situation for the better. Therefore, the activity of testing and evaluating the learning outcomes of English students aims to:
Firstly, clarify the level of achievement and non-achievement of teaching objectives, knowledge level, skills and attitudes of students, thereby determining the level of quality and effectiveness of teaching and learning activities of English.
Second, detect errors and adjust activities to achieve the intended purpose: find errors and deviations in students' perception, help students adjust their learning activities, and at the same time provide teachers with feedback to promptly adjust their teaching activities.
To achieve the above requirements, managers and English teachers need to:
+ Grasp the requirements and regulations on test content and assessment of student learning outcomes;
+ Testing and assessment activities must be appropriate to the curriculum and appropriate to each subject;
+ Implement training for excellent students from the beginning of the school year;
+ Implement tutoring for weak students from the beginning of the school year.
1.4. Managing English teaching activities in secondary schools
1.4.1. Objectives of managing English teaching activities in secondary schools
The goal of managing English teaching activities is to ensure that English teaching activities are in accordance with the general objectives of the subject, while ensuring that teaching activities achieve the planned results, contributing to the completion of the school's general objectives.
The demand for intellectual resources to serve society is increasing, the requirements for information technology are extremely necessary, so the goal of managing English teaching activities of the teacher is to improve the quality of teaching and learning English in schools. Teachers in schools need to focus on key tasks in the process of managing English teaching activities, clearly defining basic goals such as:
+ Ensure the quality of the TA teaching process;
+ Building a strong English teacher team;
+ Use of subject-specific equipment;
+ Check the English professional team, evaluate the team's activities, and have a timely adjustment plan.
1.4. Managing English teaching activities in secondary schools
1.4.1. Objectives of managing English teaching activities in secondary schools
The goal of managing English teaching activities is to ensure that English teaching activities are in accordance with the general objectives of the subject, while ensuring that teaching activities achieve the planned results, contributing to the completion of the school's general objectives.
The demand for intellectual resources to serve society is increasing, the requirements for information technology are extremely necessary, so the goal of managing English teaching activities of the HT is to improve the quality of teaching and learning English in schools. The HT in the school needs to focus on key tasks in the process of managing English teaching activities, clearly defining the basic goals such as:
- Ensure the quality of the TA teaching process;
- Building a strong English teacher team;
- Use of subject-specific equipment;
- Check the English professional team, evaluate the team's activities, and have a timely adjustment plan.
1.4.2. Content of managing English teaching activities in junior high schools
1.4.2.1. Managing teaching preparation activities
Manage the preparation of lesson plans through the system of regulations, documents, and requirements of the school. The system of documents has been instructed and approved from the beginning of the school year, specifically, such as regulations on plan forms for each type of lesson ; direct and guide the professional team and teachers to make unified lesson plans according to the objectives, content, methods, forms, and specifics for each type of lesson right from the beginning of the school year . In addition, it is necessary to ensure that teachers have adequate textbooks, reference materials, and facilities ; together with the professional team, organize discussions and exchanges on the implementation of lesson planning such as: making sample lesson plans; agreeing on objectives, innovating teaching methods, applying information technology in lessons; exchanging experiences in preparing good lessons; signing and approving lesson plans periodically, promptly supporting teachers when they encounter difficulties in preparing lesson plans.
HT organizes the implementation of subject objectives for each grade level;
HT deploys English teaching content and program for Professional Group and English teachers;
Implementing the objectives, contents, programs and teaching plans is implementing the training plan according to the Law on Education and the State Ordinance issued by the Ministry of Education and Training, and implementing it in accordance with the school's regulations.
Comply with the regulations on the subject program, distribute the program of each class according to each stage of the school year.
The English program for junior high school is a document that stipulates the objectives of the English subject at each grade level, the standards of knowledge and skills of the subject, necessary suggestions on teaching methods and means, and at the same time provides forms of assessment for the subject. Managers (HT) need to have a firm grasp of the English teaching plan and program, thereby managing the construction of teaching plans in the school in a focused and reasonable manner. This helps the management entity to carry out many other activities in the school effectively.
To manage the implementation of goals, content, and English teaching programs, managers need to pay attention to the following:
- Disseminate, organize learning, discuss plans, teaching programs, professional regulations in foreign language professional groups; direct the development of school professional plans, teaching plans (by year, month, week) of professional groups, teaching plans of teachers, teaching plans for each lesson in a specific manner;
- Review the teaching plans and programs of the professional group and teachers, analyze, discuss, agree and approve the teaching plans and programs of each subject;
- Direct the development of timetables to ensure that teachers properly and fully implement the curriculum;
- Assign to the Vice Principal and the Head of the Department to guide, monitor, supervise, check and evaluate the implementation of the teaching program.
HT directs the implementation of training and improvement of teachers' professional qualifications;
Faced with the increasing demands of society, as more and more international organizations enter the Vietnamese market, training high-quality human resources is extremely necessary. In addition to professional knowledge, good foreign language skills are a prerequisite for effectively applying modern equipment, serving the job well.
To have such high quality human resources, student training must start right at school. If students want to study well, it requires teachers.
must be good at their profession as well as effectively apply teaching methods. That is why professional training is always a top priority in management. Training and improving the profession for teachers in general and TA teachers in particular is one of the regular and necessary tasks in the process of school management. TA teachers are a team that needs regular professional training, because after graduating, TA teachers have few favorable conditions to communicate in English with native speakers, only use some common sentence patterns in class, and their language knowledge is also gradually limited. Therefore, managers need to create conditions for TA teachers to always update their knowledge and practice their profession.
In addition to training and professional development courses organized by the Ministry and the Department of Education and Training, professional development for teachers can be organized in many different forms at schools such as observing classes in groups and blocks, giving feedback; assigning teachers with a lot of teaching experience to guide new teachers who have no experience; teachers who are good at information technology, guiding teachers who have not applied advanced technology in teaching. The HT develops a plan for professional development for teachers, directs, organizes implementation, and checks and evaluates each stage.
The Principal directs the preparation of facilities and equipment to serve the innovation of teaching methods.
1.4.2.2. Management of English teaching implementation
Class time is an important step in the teaching and learning process, playing a decisive role in the quality of teaching. To manage the implementation of the English lesson plan, the manager must effectively influence class time, and must have measures to create conditions for teachers to teach effectively, specifically as follows:
- Organize instructions on requirements and regulations on lesson preparation;
- Organize and distribute curriculum according to each grade level;
- Organize and implement standards of knowledge and skills in teaching;
- Direct and guide the development of lesson plans;
- Manage teacher lesson preparation by defining teacher lesson objectives;
- Manage the implementation of teachers' lesson plans by checking teaching schedules; implement reasonable timetables and teaching hours such as giving priority to teachers far from school and teachers with children;
- Manage the implementation of teachers' lesson plans by checking the implementation of program distribution;
- Check the innovation of teaching methods and the use of teaching aids through observed and demonstrated lessons by teachers. During the inspection, the teacher comments, evaluates, and proposes measures to correct limitations;
- Create conditions to support subject-specific teaching aids such as projectors, TVs... so that teachers can apply IT in teaching.
- Unify regulations on information regime on absent classes, substitute teaching, and make-up teaching when teachers are absent from class.
* Manage teacher observation, demonstration, and evaluation of teaching hours.
Observing teachers' lessons is an indispensable activity in the management of teachers' lesson plans. When observing lessons, managers need to clearly understand the following requirements:
- Grasp teaching theory in general and lesson theory in particular;
- Understand the structure and function of a class period;
- Have knowledge of innovative teaching methods, especially teaching forms and specific teaching methods of English;
- Ability to analyze lessons, make comments and suggestions for lessons to bring the highest efficiency;
- Have a clear plan and form of class observation right from the beginning of the school year such as organizing demonstration teaching in schools, school clusters, demonstration teaching in groups... The principal, vice principal, and center must agree on the process of class observation, draw experience for the lesson, discuss and make recommendations with the teaching teachers.
* Manage professional team activities.
For the educational activities to be effective and of high quality, good management of professional groups is an indispensable requirement in the process of school management. Only when the professional groups operate well can the quality gradually improve, and the head is the HT, followed by the PHT and





![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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