CHAPTER 2
MODELING METHOD OF FRACTURED POROUSITY IN BLACK LION BASEMENT ROCK
2.1. Overview of fractured basement rock.
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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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Research on current status and improvement of cropping system on coastal land of Thanh Hoa province - 19 -
Hoang Thanh Phuc (2009), "Research on Current Status and Solutions for Developing Scattered Forestry Planting in Thai Nguyen Province", Master's Thesis, -
Research on the current status and proposed solutions for conservation of Pseudotsuga brevifolia WC Cheng & LKFu, 1975 in Nguyen Binh district, Cao Bang province - 10 -
Research Works Related to the Current Status of Transformation of Socialist Production Relations in the Renovation Period in Vietnam
Fractured granitoid basement is a special oil-bearing object in the Cuu Long basin in general and of the Hai Su Den structure in particular. The granitoid itself has no primary porosity and no permeability. The geological processes during and after the formation of rocks form cracks, cavities, driftwood-washed micro-grooves and especially open cracks that create secondary porosity and permeability forming the "fractured granite basement reservoir" with an average porosity of 1-3%, permeability up to thousands of mD in well-fractured zones.
2.1.1. Current status and research methods of fractured basement rock
Current status of research on fractured basement rock
Petroleum in fractured basement rocks was discovered in the early years of the 20th century. To date, petroleum has been discovered in more than 30 countries in the world on most continents and in most types of basement rocks, from young Mesozoic granite rocks (in the Cuu Long basin or other areas in Southeast Asia) to pre-Cambrian metamorphic sediments (some fields in the Middle East such as Azura, Libi) or in the oldest Proterozoic rocks (in the East Siberian region). Some typical examples of petroleum found in basement rocks include: sedimentary basins in Argentina (Cuyo and Neuquen), sedimentary basins in Yemen (DNO lot 43, Nexen lot 14, Total lot 10, ONV lot S2), sedimentary basins in Vietnam (Cuu Long)...
It can be seen that oil and gas are found in basement rocks, in rocks from low-grade metamorphic sediments to high-grade metamorphic sediments or in magmatic rocks. The flow properties in different basement rock groups are also different, in which the largest flow potential is the fractured granitoid basement rock. Some typical deposits of granitoid basement rocks in the world can be mentioned as: Mesozoic granitoid basement rocks of Kora mine in New Zealand.
In Vietnam, large deposits in fractured garnitoid basement include pre-Tertiary granitoid basement at Bach Ho, Rong, Su Tu Den, Su Tu Trang, Su Tu Vang, Hai Su Den, Ca Ngu Vang, Phuong Dong, Rang Dong mines... The largest oil reservoir in basement belongs to Cuu Long basin, with an estimated potential of 6,400 million barrels. Up to now, 25 structures out of a total of 42 structures have been explored in the basement, of which 16 structures have been put into development.

Figure 2.1. Distribution diagram of reserves in the basement in the Cuu Long basin
Methods of studying fractured basement rocks
Vietnam is the country with the world's leading oil production from fractured basement. Oil and gas from fractured basement in Vietnam is mainly exploited from the Cuu Long basin. In this area, the Bach Ho field is a typical example with recoverable reserves of up to 1.4 billion barrels of oil. In addition, there are also the Rong, Rang Dong, Ruby and Su Tu Den fields with reserves from 100 to 400 million barrels of oil [26].
However, research on basement rocks in Vietnam is only at the level of studying the formation of cracks, predicting the existence of fracture zones, permeability characteristics and other factors.
Causes affecting the permeability of fractured basement rocks. Oil and gas exploration and exploitation in fractured basement rocks still face many difficulties in explaining and predicting the distribution and characteristics of fractured zones.
Although oil and gas in basement rocks are very potential, searching, analyzing, and evaluating the recoverable reserves of these fields is very difficult due to the complex nature of basement rocks. There are some cases where the initial production of the field is very high, but it decreases very quickly. The reason is that the porosity system and the circulation properties of oil have not been analyzed, evaluated, and understood. Therefore, building a porosity model for fractured basement rocks is very necessary in evaluating the potential and reserves of these types of fields.
Currently, there are three main methods for constructing a porosity model in basement rock: Halo method, DFN (Discrete Fracture Network) method, and ANN (Artificial Neural Network) method being applied. Each method has different advantages and disadvantages. In addition, the choice of method for model construction is also controlled by the quality and quantity of input data.
Halo method: This is the first method used in Vietnam and is still widely used today, in areas with average to poor seismic data quality. This method mainly relies on fault interpretation, so it depends on the subjectivity of the interpreter. The disadvantage of this method is that it assumes that the fault system is homogeneous along the fault surface. In Vietnam, this method is widely used in the assessment of increased reserves in fractured basement rocks, for example in the Black Lion SW mine [29]. In order to overcome the weaknesses of the Halo method, the improved Halo method is applied by using additional seismic attributes and classifying faults to be able to assess the heterogeneity of fractured porosity and their connectivity along the fault surface.
Figure 2.2. Fine-grained veins (gouges) appearing on the fault surface can act as wedges, preventing the movement of fluids to the upper reservoirs.
DFN (Discrete Fracture Network) method: used when there are many well documents and geological information of the area. The model built by this method is based on statistics of fracture parameters such as: direction, length, opening, shape. This method builds a connection model of faults and fracture systems, from which we get the characteristics of the flow in the reservoir rock. This method was introduced in the 1970s and has been widely used in model building with many improvements throughout the process since then. The DFN method is widely used in research on fractured rocks in general. For example, building a model in fractured basement rocks in Olkiluoto, Finland or in Soultz-Sous-Forest, France or a research model of wastewater containing Chloride flowing in groundwater through fractured rocks [24].
ANN (Artificial Neural Network) method: is a new method and has received much attention recently in the oil and gas industry. This method can be used in areas with medium to good quality seismic data, in areas in the exploration and development stages and with a limited number of wells. Some typical mines that have applied the ANN method are Bach Ho and Hai Su Den. For this method, the user will train the method with input data from the well. The method mainly uses seismic data for interpolation. Therefore, for mines that are in the undeveloped stage, in the exploration and appraisal stage, with good seismic data, the ANN method will prove to be more effective because this method can combine seismic data and automatically interpolate according to the actual guidance documents that are entered. Therefore, the method can avoid errors due to the subjectivity of the interpreter. The most prominent feature of this method is the ability to combine weighted input data. This weight is determined during the training of attributes using well documentation.
ANN allows to combine a series of seismic attributes trained on well data, operating on the basis of applying nonlinear algorithms. Each attribute will be multiplied by the corresponding weight and summed to calculate the porosity.
To increase the accuracy of the model, geostatistical algorithms (Co-Kriging) are used based on the combination of some other well documents such as FMI, PLT, and geological and tectonic information of the study area.
Co-Kriging is an interpolation method based on a number of input documents. The method uses statistical characteristics to control the interpolation method. Based on the characteristics of both Co-Kriging and ANN methods, if these two methods are combined, a combination of data will be created: seismic data, well geophysical data and geological - tectonic information in the study area. Therefore, the outstanding advantage of the proposed method is to combine all the available data into the porosity model.
Currently, the construction of porosity model for cracked foundation by combining ANN and Co-Kriging method has not received attention and been widely applied in Vietnam.
2.1.2. Mechanism of fracture formation in granitoid basement rocks
Basement is a general term used to describe all rocks that formed before the formation of the basin and form the bottom of the basin. Basement may extend beyond the basin and be exposed on the ground.
The Cuu Long Basin began to form in the mid-Eocene period, due to the spreading process developing on the continental crust in the east of the Da Lat zone [16]. The basement rocks of the basin are sedimentary rocks, metamorphosed sediments, intrusive and eruptive magmatic rocks before the Cenozoic as seen in the Da Lat zone. In these basement rock formations, intrusive magmatic rocks are a very special reservoir rock, known as "fractured granitoid basement reservoir" (Figure 2.3) . The petrological composition of granitoids includes granite, monzonite, granodiorite, quartz diorite, monzodiorite, diorite, gabbrodiorite... They are divided into magma complexes with ages from Late Triassic to Late Jurassic - Cretaceous: 1) Hon Khoai Complex (183-208 Ma) of Late Triassic age; 2) Dinh Quan complex, Deo Ca complex of Late Jurassic-Cretaceous age, and Ankroet complex (Ca Na) (100-130 million years ago) [9].

Figure 2.3. Model of oil and gas trap in Cuu Long basin fractured basement: (1) fractured basement reservoir rock;
(2) Clay group D – blocking and generating layers; (3) Sandstone-bearing rocks.
Figure 2.4. Classification of basement rocks according to geological and lithological units.
Figure 2.5. Classification of granitoid rocks from some wells in the Cuu Long basin (according to the classification of Streckeisen, 1976).
Cracks forming in hard rocks can be caused by many different reasons, or a combination of some reasons. For cracks and cavities in granite basement rocks in Bach Ho and Rong mines, researchers Areshev EG, Tran Le Dong and others (1992), Ngo Xuan Vinh (1999), Phan Trung Dien (2000), Pham Anh Tuan (2001), Trinh Xuan Cuong (2013)..., all have the common opinion that there are the following main reasons [13, 17, 18, 21, 22]:
- Cooling and volume shrinkage of magma mass: Due to the magma mass intruding into contact with the surrounding rock. Accompanying that process is the volume shrinkage of magma forming primary cracks including the following typical types: 1) Horizontal cracks (Q) perpendicular to the contact surface between the magma mass and the surrounding rock, and at the same time perpendicular to the orientation of minerals in the contact zone. They are often relatively straight, with a flat surface. In the belts, cracks Q spread out like fan ribs, with a large opening; 2) Vertical cracks (S) perpendicular to (Q). Vertical cracks are often short, with uneven surfaces, very steep or vertical and are closed cracks; 3) Layered cracks (L) or gentle cracks are often parallel to the contact surface; 4) Diagonal cracks (P) intersect and receive (Q) as a bisector, often developing unevenly.
Figure 2.6. Primary fracture patterns of intrusive magmatic rocks (source: block diagram of Cloos.E).

![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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