Table 2.4. Current status of time spent on self-study activities
TT
Time for self-study activities | Implementation level (%) | |||
Frequent | Not often through | Never | ||
1 | Study according to school regulations | 76.0 | 14.0 | 10.0 |
2 | Study before regular school hours | 26.0 | 44.4 | 29.6 |
3 | Study late at night after the scheduled time school self-study | 7.6 | 20.8 | 71.6 |
4 | Study in the evening after the specified time afternoon school | 9.2 | 18.8 | 72.0 |
5 | Study anytime when you have time | 24.8 | 50.8 | 24.4 |
6 | Study at home on weekends, study when on the fields, when looking after younger siblings or when herding buffaloes to help the family... | 39.2 | 55.6 | 5.2 |
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Managing self-study activities of students in ethnic minority boarding secondary schools in Nam Po district, Dien Bien province - 2 -
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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Training on organizing experiential activities for teachers of ethnic minority boarding secondary schools in Nam Po district, Dien Bien province - 14 -
Some Issues on Managing Cultural Lifestyle Education Activities for Students in Primary Boarding Schools for Ethnic Minorities -
Managing cultural lifestyle education activities for students of primary boarding schools for ethnic minorities in Vi Xuyen district, Ha Giang province - 1

The results of Table 2.4 show that the amount of time students spend on self-study activities is very different. The majority of students regularly self-study according to the time prescribed by the school (76%), only 10% of students never follow the prescribed self-study time. 39.2% of students regularly study at home on weekends, study while on the fields, while looking after younger siblings or while herding buffaloes for their families, only 7.6% study late at night after the school's prescribed self-study time and 9.2% study in the evening after the school's prescribed afternoon study time, which shows that the majority of students only focus on self-study during the mandatory time of the school and have not proactively arranged additional self-study time for themselves. Partly because they are still at the age of eating and playing, do not know how to arrange self-study time, and have not yet determined the role of self-study. Requires managers and teachers to create time for students to study on a regular and continuous basis.
2.3.3.4. Current status of students' self-study content
The self-study content of students includes subjects according to the regulations of the Ministry of Education and Training, elective subjects with basic and advanced levels. In addition, boarding school students spend most of their time during the week in a collective environment, so the self-study content of students is also expressed through collective activities such as: reading newspapers, watching TV, through cultural activities, sports, etc. In addition, the self-study content of students also includes life skills education activities, career education, extracurricular education, sex education, etc.
Through a survey of the current status of students' self-study content, the following results were obtained:
89.2% of students study old lessons of subjects with tests the next day; only 22.4% of students review new lessons learned the same day; 27.2% study new lessons in advance to study the next day; 15.6% read more books, reference materials, and do more exercises to consolidate and expand their knowledge.
The above results show that most students only focus on coping learning content, only care about the immediate test results, and do not know how to study all content. This situation partly reflects the awareness of the majority of students. Very few students have the habit of immediately re-studying new subjects that they have learned during the day; studying new lessons in advance or finding more books, reference materials, doing more exercises to consolidate, expand knowledge, and improve their level.
The form of self-study of students is very important, directly affecting their learning results. Through a survey of the current status of self-study of students, the results obtained are: 91.6% of students memorize the main content of the old lesson; only 4.0% of students look for more books, reference materials, do more exercises to consolidate and expand their knowledge; 3.6% of students look for documents, research documents related to the lesson on the Internet. 0.8% of students actively discuss lessons with friends or ask teachers for guidance. This shows that the majority of students do not focus on finding and researching documents to expand their knowledge, do not actively discuss with friends or ask teachers for guidance. This shows that students
Ethnic minority students are still shy, hesitant, not bold, and limited in communicating in the common language. This is a major obstacle to students' self-study activities, requiring teachers to be close to and care for them regularly, helping them overcome ethnic and language barriers. In addition, one of the current difficulties for students in the self-study process is that they do not have access to modern learning equipment and tools, the Internet, and learning support software...
2.3.3.5. Current status of students' self-study methods
In studying, each person has their own way of studying, their own method suitable to their conditions and abilities.
Survey on the current status of students' use of self-study methods, the results are shown in table 2.5.
Table 2.5. Current status of students' use of self-study methods
STT
Method | Level (%) | |||
Very often through | Often through | Not used use | ||
1 | Build a self-study plan for each subject | 4.8 | 11.6 | 83.6 |
2 | Self-study textbooks and related documents related to the lesson | 20.8 | 38.4 | 40.8 |
3 | Discuss, exchange with friends and ask Teacher's opinion on the problem not understood. | 26.0 | 35.6 | 38.4 |
4 | Choose good problems, my favorite subject to self-study | 21.2 | 34.8 | 44.0 |
5 | Learn by heart the lessons taught by the teacher, I can take notes in class | 40.8 | 48.4 | 10.8 |
6 | Learn the basic ideas of the lesson | 39.6 | 43.6 | 16.8 |
7 | Learn and study through media information technology (network, ….) | 6.8 | 8.8 | 84.4 |
Through a survey of the current status of students' use of self-study methods, it shows that:
+ At a very frequent level, and often, the methods: memorizing the lessons that teachers teach, taking notes in class are used the most by students with 40.8%; followed by the method of learning the main ideas of the lesson 39.6%. The methods of self-studying textbooks, documents related to the lesson; discussing, exchanging with friends and asking teachers for opinions on issues that are not understood; Choosing interesting issues, issues that they like to self-study are chosen by students at an average level from 20% to over 30%.
+ The rate of students who have not developed a self-study plan for each subject is still high at 83.6%, and have not used research methods or self-study through information technology (internet, etc.) at 84.4%.
This reflects the current situation of self-study of students at the Nam Po District Secondary School for Ethnic Minorities, which focuses on memorizing the lessons taught by teachers, taking notes in class, and learning the main ideas of the lesson to cope with the teachers' tests. They are not actively researching and self-studying through information technology, books, newspapers, etc. This is partly due to the difficult and deprived economic conditions of many students.
Thus, self-study method has a very important meaning. To improve the quality and efficiency of activities, students not only need to grasp the goals and motivations of learning but also need to have appropriate self-study methods. Know how to combine many different self-study methods. Therefore, schools need to pay attention and foster self-study methods for students.
The survey shows that the basic methods students apply in the self-study process initially help students make progress with over 80% agreeing, however, 10% of students still think that their self-study methods do not give the desired results.
2.4. Current status of management of self-study activities of students at secondary schools for ethnic minorities in Nam Po district, Dien Bien province
To assess the current status of student self-study management, we designed form number 2, soliciting opinions from 24 management staff (Principal Board) and 76 teachers who are directly involved in teaching and homeroom teaching.
2.4.1. Current status of management of self-study activity planning in secondary schools for ethnic minorities
Guiding students to develop self-study plans is important and necessary. The survey shows that the current guidance for students to develop new self-study plans of ethnic minority boarding secondary schools in Nam Po district is only focused on at the beginning of the school year; testing and evaluation work is not carried out regularly. Some homeroom teachers are not really interested in guiding students to develop self-study plans. Therefore, many students do not know or are still confused about developing plans and self-study time.
The Board of Directors manages the planning of self-study according to each stage and process: Self-study plan by day, by week linked to the timetable; self-study plan by month, by topic, learning movement; learning plan by semester, school year.
Manage the construction of the plan: plan name, implementation time, content, method, form, document conditions, location...
Survey on guiding students to build self-study plans, results are shown in table 2.6.
Table 2.6 shows that the content of guiding students to build self-study plans for the semester and self-study plans for the whole school year is agreed upon by the Board of Directors and teachers at the highest level of regularity; on the contrary, the monthly self-study plans and weekly self-study plans are not given much attention. Especially for the weekly self-study plan, up to 50% of teachers do not regularly implement it and 15% of teachers do not implement it.
Table 2.6. Content of instructions for students to develop a self-study plan
TT
Content of instructions for students to build a plan self-study | Level (%) | ||||||
Frequent | Not often through | Not implemented | |||||
Board of Directors | GV | Board of Directors | GV | Board of Directors | GV | ||
1 | Self-study plan for each session | 0 | 4.0 | 4.2 | 8.7 | 95.8 | 87.3 |
2 | KH self-study with friends or under the guidance of the teacher | 0 | 31.7 | 0 | 28.6 | 100 | 39.7 |
3 | Weekly self-study plan | 62.5 | 39.7 | 37.5 | 31.7 | 0 | 28.6 |
4 | Monthly self-study plan | 83.3 | 43.6 | 16.7 | 32.5 | 0 | 23.9 |
5 | Self-study plan for each semester | 95.8 | 52.4 | 4.2 | 27.8 | 0 | 19.8 |
6 | Self-study plan for the whole school year | 100 | 87.3 | 0 | 8.7 | 0 | 4.0 |
Only 33.3% of administrators and 40% of teachers regularly provide guidance on how to supplement and adjust their self-study plans for students. However, 66.7% of administrators, 50% of teachers do not regularly provide guidance, and 10% of teachers do not do it.
The above results show that the guidance of students in building self-study plans by administrators and teachers has not received due attention, especially for monthly self-study plans and weekly self-study plans. This has a great impact on the effectiveness of students' self-study activities. In reality, most students only have the habit of studying according to the school's timetable, studying when teachers assign homework or studying to prepare for tests.
2.4.2. Current status of management and guidance for students to carry out self-study content
Managing and guiding students to carry out self-study content has a great impact on learning outcomes. Realizing that, in recent years, the school has always paid attention to managing and guiding students to carry out self-study content.
Survey on management of guiding students to carry out self-study content, obtained results in table 2.7:
Table 2.7. Evaluation of management of guidance for students to carry out self-study content
TT
Self-study content | Implementation level (%) | ||||||
Frequent | Not often | Not implemented | |||||
Board of Directors | GV | Board of Directors | GV | Board of Directors | GV | ||
1 | The system of knowledge, skills, techniques, emotions, and attitudes that students need to grasp through the program content provided by the Ministry of Education and Training. Education and Training regulations | 56.8 | 62.7 | 43.2 | 37.3 | 0 | 0 |
2 | Includes knowledge, skills, techniques, etc. that students acquire through reference books, advanced books, internet,… | 63.3 | 70.2 | 36.7 | 29.8 | 0 | 0 |
Through the data in Table 2.7, it can be seen that managers and teachers have not properly assessed the self-study content according to the program prescribed by the Ministry of Education and Training with the assessment rate of managers being 56.8% and teachers being 62.7% at the regular level. In this self-study content, 43.2% of managers and 37.3% of teachers still do not regularly implement it. Regarding the self-study content through reference books, advanced books, the internet, etc., 63.3% of managers and 70.2% of teachers assessed it at the regular level. However, in this self-study content, 36.7% of managers and 29.8% of teachers also do not regularly implement it. This shows that the management and guidance work of students in implementing self-study content by managers and teachers at secondary schools for ethnic minorities in the district
Nam Po is not implemented regularly and effectively.
2.4.3. Current status of managing students' self-study methods
The successful teaching process of teachers is dialectically related to the self-study process of students. On the other hand, the results of students' self-study depend mainly on the students' self-study methods. Realizing the importance of self-study methods, the school always pays attention to managing and directing the training of self-study methods for students. The Board of Directors directs professional groups to develop topics on innovative teaching methods, develop plans to guide innovative self-study methods for students. Organize the implementation to teachers so that teachers can guide students in self-study methods of each subject to improve the quality and effectiveness of self-study activities.
Surveying the content of management to guide students in self-study methods, the results are shown in table 2.8.
Table 2.8. Current status of management of self-study training for students
STT
Content | Implementation level ( %) | ||||
Good | Rather | Medium | Weak | ||
1 | Apply teaching methods actively foster self-study methods for students | 28 | 34 | 25 | 13 |
2 | Teachers guide students self-study method | 12 | 25 | 35 | 28 |
The results of Table 2.8 show that: The application of active teaching methods to foster self-study methods for students is assessed by managers and teachers at good and fair levels, respectively, at 28% and 34%. This is a fairly high rate. However, 13% of managers and teachers still rate it at a poor level. This reflects the current reality, because the application of active teaching methods to foster self-study methods for students depends on many factors such as: Textbook program content, innovation in teaching methods, etc.


![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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