Table 2.5 . Level of implementation of reproductive health education methods for students
Method
Frequent | Sometimes | Not yet implemented | Medium | ||||
SL | % | SL | % | SL | % | ||
1. Presentation | 17 | 42.5 | 21 | 52.5 | 2 | 5.0 | 2.38 |
2. Group discussion | 16 | 40.0 | 19 | 47.5 | 5 | 12.5 | 2.28 |
3. Role play | 13 | 32.5 | 21 | 52.5 | 6 | 15.0 | 2.18 |
4. Games | 11 | 27.5 | 22 | 55.0 | 7 | 17.5 | 2.10 |
5. Problem Solving | 12 | 30.0 | 24 | 60.0 | 4 | 10.0 | 2.20 |
6. Brainstorming | 15 | 37.5 | 22 | 55.0 | 3 | 7.5 | 2.30 |
Average score | 2.24 | ||||||
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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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Reliability of the Scale of Implementation Level and Effectiveness of Content Management of Self-Protection Skills Education for Primary School Students -
Managing experiential activities of students at Nam Son Secondary School, Bac Ninh City according to the orientation of the new general education program - 2 -
Managing sex education activities for students at Nong Trang secondary school, Viet Tri city, Phu Tho province in the current context - 19 -
Factors Affecting the Training Activities to Improve State Administrative Management Capacity for Secondary School Principals of the Department of Education -

The most frequently used method is the presentation method, with 42.5 teachers regularly using it in their teaching process. Through presentations, teachers convey knowledge about reproductive health to students, thereby helping them change their behavior. We also raise the question of whether using presentations to impart knowledge to students, which they can completely learn on their own in books, newspapers, and websites, is the effectiveness of the presentation really effective. Talking about this issue, Ms. TTA - the school principal is also very concerned: "Reproductive health education is a very necessary issue for secondary school students - the age group that is transitioning from adolescence, childhood to young adulthood, however, currently at Nguyen Hien Secondary School, the number of teachers who do not have in-depth expertise in this issue is still high. Therefore, the experience of imparting knowledge to students is not good. On the other hand, due to the influence of traditional concepts, teachers sometimes avoid and are reluctant to talk about this issue, so the effectiveness of reproductive health education is not really of good quality. She also expressed her opinion that reproductive health education for students will be highly effective if the organization of reproductive health education for students is scientific, because the knowledge students learn in school is systematic and scientific, not fragmented and unsystematic as when they learn on their own.
In addition, some methods have not been seriously invested in by teachers to be put into teaching, although these methods have been confirmed by many researchers to bring high educational efficiency in many different fields. These are methods such as group discussion (22.5), games (17.5), role-playing (15), problem solving (12.5),... Therefore, the innovation of educational methods to improve the quality of reproductive health education for students at Nguyen Hien Secondary School needs to be seriously discussed.
* Forms of reproductive health education for students
To study the current status of using reproductive health education methods for students, we asked the question: Do teachers regularly use the following methods to educate reproductive health for students? The results are as follows:
The survey results of teachers show that the forms of reproductive health education: Through exchanges and conversations with students; Through organizing extracurricular activities for students; Through the subjects they are in charge of; Through homeroom class meetings are carried out with an above average frequency (> 53), in which the form through exchanges and conversations with students has the highest frequency (75.1%); followed by the form through organizing extracurricular activities for students (60.7%).
Table 2.6. Frequency of use of reproductive health education forms for students
Form
Frequent | Sometimes | Not yet implemented | Medium | ||||
SL | % | SL | % | SL | % | ||
1. Integrating and mainstreaming reproductive health education for students into subjects | 22 | 55.0 | 15 | 37.5 | 3 | 7.5 | 2.48 |
2. Integrating reproductive health education for students into the content of extracurricular educational activities | 20 | 50.0 | 14 | 35.0 | 6 | 15.0 | 2.35 |
3. Through direct exchange and consultation with students | 21 | 52.5 | 17 | 42.5 | 2 | 5.0 | 2.48 |
4. Organize contests to learn about reproductive health | 10 | 25.0 | 20 | 50.0 | 10 | 25.0 | 2.00 |
5. Invite medical and psychological experts to talk and discuss with students | 11 | 27.5 | 17 | 42.5 | 12 | 30.0 | 1.98 |
Average score | 2.26 | ||||||
The survey results show that teachers use forms to educate reproductive health at an average level with 2.26 points.
The most frequently used form is Direct exchange and consultation with students with 2.48 points. Students at this age have many changes, especially in terms of physical changes, emotional development, etc., so direct exchange and consultation with them helps them answer questions and concerns that they do not know who to ask, even their parents. However, although this form is used frequently, it only stops at the level of students asking questions and teachers answering, so the effectiveness is not very high.
Also ranked number 1 is the content of Integrating and integrating reproductive health education for students into subjects. Most of the teachers surveyed said that although the current textbook program has integrated reproductive health education content. However, with the special importance of reproductive health education for adolescents during puberty, teachers all believe that reproductive health education content should be a separate content in subjects such as Biology and Civic Education, not just combined and integrated into other content in these subjects. This needs to aim for fundamental changes right from the stage of building the textbook program, raising awareness for teachers, those working in education in general and reproductive health in particular.
Ranked second is the content of Integrating Reproductive Health Education for students into the content of extracurricular educational activities. This form is also evaluated at a high level with 2.35 points. Nguyen Hien Secondary School has coordinated with the City's Department of Population - Family Planning to organize propaganda and extracurricular activities with a focus on students. The content of the extracurricular activities is propaganda about reproductive health knowledge, adolescents, marriage and family law and gender equality. However, the number of lessons
Extracurricular activities outside of class time are also very limited. The number of extracurricular activities is only about 4 periods per school year (total time 180 minutes per year). Content Inviting medical and psychological experts to talk and exchange with students is the least used form with 1.98 points. Direct exchange and consultation between teachers and students, students with each other is good, it needs to be encouraged more. However, due to some difficulties, especially the financial problem of inviting psychologists and experts to talk with students, this form is the least used among the above educational forms.
2.4. Current status of management of reproductive health education activities for students of Nguyen Hien secondary school, Nha Trang city, Khanh Hoa
2.4.1. Current status of reproductive health education planning for students
Before carrying out any activity, planning will guide the entire activity to take place smoothly and effectively. Specific planning will allow the principal to manage the activity in the right direction, accurately determine the resources (human resources, facilities, funding) and time, space... needed to complete the goals. In addition, a good plan also provides solutions and backup plans for situations that may occur during the implementation process, thereby helping the principal become proactive, creative, and not surprised by any complicated situations.
Table 2.7. Assessment of teachers and staff on the current status of planning reproductive health education for students
Content
Level of implementation | Medium | ||||||
Frequent | Sometimes | Not yet implemented | |||||
SL | Average | SL | Average | SL | Average | ||
1. Develop a general reproductive health education plan for the whole school | 18 | 45.0 | 19 | 47.5 | 3 | 7.5 | 2.38 |
2. Develop a reproductive health education plan for each class | 15 | 37.5 | 22 | 55.0 | 3 | 4.0 | 2.30 |
3. Develop a reproductive health education plan for students that is integrated and incorporated into the learning content of cultural subjects outside of class hours. | 13 | 32.5 | 22 | 55.0 | 5 | 12.5 | 2.20 |
4. Develop a reproductive health education plan associated with moral and lifestyle training | 16 | 40.0 | 22 | 55.0 | 2 | 4.0 | 2.35 |
5. Train teachers to develop reproductive health education activity plans for each class. | 12 | 30.0 | 25 | 62.5 | 3 | 7.5 | 2.23 |
Average score | 2.30 | ||||||
Based on the average score in table 2.6, it shows that: with 5 contents of the survey on building the HĐTN plan, all received average evaluation opinions (undecided level) with an average score of 2.30 points:
Content: Building a general reproductive health education plan for the whole school, which was rated as good by teachers with a score of 2.38 points. We studied the reproductive health education plan for the whole school year at Nguyen Hien Secondary School and found that,
The plan stated the purpose and requirements of reproductive health education activities, tasks, content, organization, time, location and budget estimates for implementing the plan. We discussed with some teachers and were informed that reproductive health education plans for students are developed from the beginning of the school year based on legal documents and school year tasks. The principal often assigns a vice principal or himself to develop a reproductive health education plan in addition to the school's general plan. This plan is developed and completed by the school's Pedagogical Council and disseminated to teachers and staff. Ms. NTA commented on the plans: "The reproductive health education plan for students is closely monitored and developed by the school management staff from the beginning of each school year and is meticulously and specifically designed for each month. Therefore, it brings effectiveness to reproductive health education activities".
Contents 2, 3, 4, 5 are rated at an average level ranging from
2.20 to 2.35 points.
The content of the plan for developing reproductive health education for students is integrated and integrated with the content of learning cultural subjects outside of class hours, which is assessed to be implemented at the lowest level with 2.20 points. As for the form of reproductive health education for students, we highly appreciate the form of direct exchange, conversation, and consultation with students. Teachers find it easier to approach students in a more intimate and sharing way than in formal, public lessons in class. This requires a review of the current curriculum in the direction of integrating and integrating reproductive health education through cultural subjects, whether it is appropriate or not, and whether it is really effective.
Mr. VHV commented: "In the content of the reproductive health education plan, the content of integrating reproductive health education activities with the curriculum of official cultural subjects is not clearly stated, but only stated in a very general way that it is coordinated with related subjects such as biology and civic education to implement reproductive health education content."
The content of the Training on building a plan for reproductive health education activities for teachers also received a low score of 2.23 points. Learning about this content, we found that homeroom teachers are the ones who are directly responsible for making plans for each class and reporting to the school leaders. In order to build a plan for reproductive health education activities for each class, a requirement is that teachers must be trained in skills to build reproductive health education activities. In the recent past, the Department of Education and Training of Nha Trang City has organized training courses and teachers have actively participated. However, due to funding issues, these training courses are not held regularly, the training content mainly improves teachers' knowledge about reproductive health and reproductive health education, there is no class to guide teachers on skills to effectively organize reproductive health education activities for students.
When studying the homeroom teacher's plans for planning reproductive health education for each grade, the common limitation of the plans that we found was that some of the contents of the plans were not complete, and teachers were working on and supplementing the plans to make them closer to the reality of reproductive health education activities. In particular, there were cases where teachers in preparing plans for the semester and school year still copied the reproductive health education plans of the previous school year.
Thus, the problem is that there must be measures to direct and train teachers in planning and organizing reproductive health education activities and in organizing reproductive health education activities for teachers.
2.4.2. Current status of organizing and implementing the reproductive health education plan for students
To learn about the organization and implementation of the reproductive health education plan for students, we sought teachers' opinions on the implementation of reproductive health education activities for students at Nguyen Hien Secondary School. The results are as follows:
Table 2.8. Current status of organizing and implementing the reproductive health education plan for students
Content
Frequent | Sometimes | Not yet implemented | Medium | ||||
SL | Average | SL | Average | SL | Average | ||
1. Establish a Steering Committee to direct reproductive health education activities for students. | 17 | 42.5 | 23 | 57.5 | 0 | 0.0 | 2.43 |
2. Closely coordinate with Youth Union organizations and other educational forces to organize reproductive health education activities for students. | 18 | 45.0 | 20 | 50.0 | 2 | 5.0 | 2.40 |
3. Personnel arrangement, assignment of management responsibilities | 16 | 40.0 | 20 | 50.0 | 4 | 10.0 | 2.30 |
4. Organize training for forces participating in organizing reproductive health education activities for students. | 14 | 35.0 | 17 | 42.5 | 9 | 22.5 | 2.13 |
5. Organize seminars, exchanges, and learn from experiences with other schools. | 12 | 30.0 | 20 | 50.0 | 8 | 20.0 | 2.10 |
Average score | 2.27 | ||||||
The survey results show that the contents of organizing and implementing the Youth Union activities are carried out at an average level with 2.25 points. The most frequently carried out content is the establishment of a Steering Committee and its activities in developing reproductive health education for students with 2.43 points; Close coordination with Youth Union organizations and other educational forces to organize reproductive health education activities for students is also a frequently carried out activity with 2.40 points. These are certain advantages for reproductive health education to be widely disseminated among students, thereby forming students' cognitive capacity as well as behavioral control.

![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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