Enterprises and production and business households overcome difficult times, maintain production, pay salaries and pay social insurance for young people: Decision No. 30/2009/QD-TTg dated February 23, 2009 on support for young people who have lost their jobs in enterprises facing difficulties due to economic downturn; Decision No. 92/2009/QD-TTg dated July 8, 2009 on credit for traders operating in difficult areas. Some other support measures such as: tax exemption and reduction for enterprises, extension of time for payment of some types of taxes (Resolution No. 11/NQ-CP dated February 24, 2011 on key solutions focusing on curbing inflation, stabilizing the macro-economy, ensuring social security; Resolution No. 08/2011/QH13 on promulgating additional tax solutions to remove difficulties for enterprises and individuals; Decision No. 21/2011/QD-TTg dated April 6, 2011 on extension of time for payment of corporate income tax for small and medium enterprises to remove difficulties, contributing to promoting economic development...).
+ Labor export policy
The policy of sending workers to work abroad is a set of measures issued by the State to support young people to participate in the international labor market, including support from vocational training, foreign language teaching, capital provision, and orientation for young people to find a market suitable to their abilities and qualifications.
Currently, our country has established a policy system to promote overseas employment, building comprehensive programs from training to loans to support young people when they return home, especially young people from poor households: Decision No. 365/2004/QD-NHNN on lending capital to workers working abroad under contracts; Decision No. 143/2007/QD-TTg dated July 6, 2007 on the establishment and management of the Overseas Employment Support Fund; Decision No. 71/2009/QD-TTg dated April 29, 2009 approving
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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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Approved the Project to support poor cities to promote labor export to contribute to sustainable poverty reduction in the period 2009 - 2020 .

+ Vocational training policy
Vocational training policy includes the State's decisions related to the selection of goals, solutions, and tools to implement vocational training for young people. From there, it helps young people develop their own capacity, find suitable jobs, increase income and reduce the general unemployment situation in the country.
According to the calculations of the Ministry of Agriculture and Rural Development, currently the whole country has about more than 25 million agricultural workers, accounting for 55.7% of the total labor force of the whole country. However, vocational training for young people in our country has not been given due importance. To solve the current situation of vocational training for young people in our country, on November 27, 2009, the Prime Minister issued Decision No. 1956/QD-TTg approving the Project "Vocational training for young people until 2020" (referred to as Project 1956). This project contributes to promoting the practical benefits of vocational training, promoting vocational training for young people in rural areas, providing stronger support for farmers in production and improving their lives, and improving the face of rural Vietnam.
Vocational training still has many shortcomings and does not bring high efficiency. Because, currently, in the city, there is no center for career guidance and career counseling for young people; In addition, the target programs on career guidance in the city are still isolated and scattered, leading to the phenomenon that young people after vocational training still cannot find jobs; the centers themselves are sometimes passive in finding the necessary information to adjust the teaching content to suit the needs of many different employers; the training profession has not been implemented
diversity, not meeting the needs of vocational learners; lack of teaching staff, low qualifications, lack of teaching and practice equipment; Particularly for manual vocational training, 97% of workers learn in the form of "father to son", "hand-on training".
Organize the implementation of employment policies for young people
a) Organizational apparatus to implement employment policies for local youth
- The State and central State management agencies develop and issue documents related to job creation for workers. The State empowers the Ministry of Labor, War Invalids and Social Affairs to be the focal point in implementing and carrying out job creation policies at the local level.
- People's Committees at all levels coordinate with departments, unions, and socio-political organizations to encourage people to proactively seek jobs and support the provision of information when necessary.
- Based on the actual situation in the locality, the Provincial People's Committee assigns the implementation of employment policies to the City People's Committee, the Department of Labor - Invalids and Social Affairs, vocational training facilities for workers, and businesses in the area.
b) Management capacity of the organizational apparatus:
The management capacity of the organizational apparatus in solving employment for young people is demonstrated in the ability to solve policies and regimes for young people; demonstrated through the attitude and capacity of officials and civil servants of competent State agencies when contacting and exchanging with people.
Review, evaluate and adjust employment policies for youth
Review, evaluate and adjust policies
Inspection and supervision work should be carried out regularly but also very limited to avoid affecting the operations of the owners.
In addition, it is necessary to evaluate the effectiveness of the implementation of employment policies in order to make appropriate adjustments and bring about higher efficiency in solving the employment needs of young people.
Resolve complaints and denunciations and handle violations of the law by the State Management Agency based on the results of investigations, inspections, and prosecutions.
with the provisions of the issued and effective legal documents to promptly handle violations. These functional units also have the role of arbitrators to resolve complaints and denunciations of individuals and organizations related to the implementation of employment policies. Measures to handle violations must be transparent, clear, and strict.
Youth employment policy evaluation is the examination and assessment of the value of the results achieved when promulgating and implementing a public policy.
Policy recognition and evaluation often involve assessing whether these legal provisions are consistent with the requirements of life and how they operate in practice.
However, public policies are not only reflected in legal regulations, they are also in programs, plans, and policies of the state. Therefore, public policy assessment will cover the overall review of the decisions of the state (central government and local government) in solving an urgent problem arising in the practice of state management. Policy assessment allows for consideration and assessment not only of the policy content, but also of the policy implementation process, thereby taking appropriate adjustment measures to meet practical requirements to achieve expected goals.
1.2.4. Factors affecting youth employment policies Natural conditions
Each locality has its own unique natural characteristics, which greatly influence the promulgation and implementation of policies to create jobs for rural workers. When talking about natural conditions, we are talking about factors such as geographical location, land area and mineral resources.
If a locality has a favorable geographical location (near ports, river ports, near traffic routes, near urban cities, with large land areas), it will have conditions to help workers find jobs. This also attracts domestic and foreign investors, from which the local economy will increasingly develop in the direction of industrialization and modernization. Accordingly, many factories, plants, and businesses will be formed, attracting many rural workers. Therefore, the State needs to rely on the actual situation of the locality to be able to come up with the most appropriate and beneficial policies for young people.
Abundant mineral resources are also one of the favorable conditions for the development of mineral exploitation industrial zones. However, local authorities in these areas also need to pay close attention to the issue of how to exploit resources most effectively, avoiding wasting resources.
Socio-economic conditions
Economic conditions here are understood as the level of economic development, which is one of the factors that greatly affects the formulation and implementation of employment policies for rural workers. The economic conditions of each locality are most clearly shown through the total value of products and the structure of economic sectors, thereby determining the local labor structure. When the economy develops, the demand for production increases, factories and enterprises with labor shortages will be a good opportunity for rural workers to find jobs and increase their income. On the contrary, when the local economy develops slowly, it will lead to stagnant production and unemployment. Local economy
Underdeveloped areas lead to poor education, education level and skills of workers do not meet job requirements. This is one of the difficulties in solving employment for rural workers.
The social conditions of the locality are reflected in the population and population structure; labor quality and issues of culture, customs and practices or social security and order. With such social conditions, the District People's Committee needs to develop and adjust policies that are most suitable to the practical conditions of the locality, while promoting the potential and advantages of the locality.
Social environment conditions and security and order are also important factors in determining employment policies. If social order is ensured, people will feel secure in vocational training and work with trust in the authorities at all levels. Accordingly, job creation for rural workers will also become easier.
Other policies and mechanisms of the State
Employment policy is one of the basic policies of each country. Through creating more jobs and ensuring employment for workers, employment policy aims to improve people's welfare, implement social justice, ensure people's social integration, and gradually reduce social isolation. As a socio-economic policy, employment policy cannot be separated from other policies such as population policy, social security policy, monetary policy, etc.
Population policy
Population policy is the sum of the regulations of the General Department of Population on loosening or tightening the population, as well as adjusting the population structure by age and by gender. These regulations are often relative, meaning that
The decision to issue policies to loosen or tighten population and regulations on changing population structure depends on population density, population structure by gender and age in each period and the country's socio-economic development goals.
Population policy implemented after a period of time will have a strong impact on the size and structure of the population, thereby determining the size and structure of the labor force. Based on that practical situation, the State needs to issue policies that are most suitable to the practical labor situation across the country to ensure that all workers in need have the opportunity to find jobs.
Social security policy
Social security policy focuses on four main contents as follows: First, increasing employment opportunities, ensuring minimum income and sustainable poverty reduction for disadvantaged workers through supporting individuals and households to develop production, supporting credit, solving employment and connecting labor market information. Second, expanding opportunities for workers to participate in the social insurance and unemployment insurance policy system to proactively cope with income reduction or loss due to risks, illness, work accidents, old age. Third, providing regular support for people in special circumstances and emergency support for people when facing unforeseen risks or beyond control (crop failure, natural disasters, earthquakes, wars, poverty, etc.) through cash and in-kind payments guaranteed by the state budget. Fourth, increase people's access to basic social services, such as education, health care, housing, clean water and sanitation, and information. Thus, two out of four contents are related to workers. Therefore, implementing social security policies well will create motivation and positive support and reduce the burden on employment policies for workers in general and rural workers in particular.
Local development planning policy
Each locality has its own advantages, so depending on different conditions, there are separate planning and development policies. Accordingly, authorities at all levels related to the issue of job creation for rural workers also need to come up with employment policies that are consistent with the development orientation and industry structure of the locality.
Financial resources for policy implementation
Financial resources to implement the policy of creating jobs for rural workers come from the State budget, capital of project owners, business owners, investors and other sources of capital (loan capital, self-contributed capital of the people, foreign aid capital...)
Once a policy is in place, the financial resources to implement the policy are the deciding factor in whether the policy is implemented or not, and whether it is implemented well or not. However, it is also necessary to ensure that financial resources are used for the right people and the right tasks, to avoid waste, and to strictly handle acts of profiteering from those financial resources.
1.3. State management experience on employment creation policies for youth in some localities
1.3.1. Experience in state management of employment creation policies for youth in Dien Bien city, Dien Bien province
Being a mountainous city, people's lives are still difficult; there are currently no large industrial establishments or small-scale handicrafts in the area. Dien Bien Phu city, Dien Bien province has for many years effectively implemented the policy of promoting production, creating jobs, and increasing income for workers.
Viewpoints and goals of socio-economic development: The City Party Committee and People's Committee of Dien Bien Phu City determined that it must be placed within the overall development.





![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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