The education system of countries around the world in general and Vietnam in particular is changing profoundly, in which a major focus is shifting to teaching methods, educating students to improve their initiative, independence, creativity and diligence for each student while promoting creativity, adaptability and personal responsibility when participating in the digital world.
The 4.0 era provides a huge amount of information, fast transmission speed, diverse learning methods , scientific and progressive arrangement and searching methods. Teachers cannot teach or present what is available because through search engines, printed books in file format are shared for free, learners are fully capable of searching and accumulating more knowledge than teachers. Therefore, in addition to providing knowledge, teachers have the responsibility to teach knowledge searching methods, develop the ability to exploit information and search for information for students. However, many teachers and students have not kept up with the progress of society and the requirements of the revolution.
4.0, there is still a small group of students who, when participating in social networks, have behaviors that get stuck in the dark side of social networks, going against social norms.
The spirit of independence and creativity is a prerequisite for a citizen to integrate into the globalized environment, be ready to accept and adapt to all challenges and differences, and be able to work in a multi-tasking, multi-functional role. The above requirements can only be achieved through liberal education, educating autonomy, self-responsibility, creativity, diligence, and honesty. These are the personal qualities set forth in the 2018 general education program.
Teachers need to be proactive and self-conscious in comprehensive innovation. First, build a practical teaching program, not just a textbook. Focus on teaching and education methods that promote students' thinking and critical thinking skills. Educational content must continuously absorb new theories,
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Current Status of Factors Affecting Moral Education for Middle and High School Students in Hanoi -
Paths of Moral Education for Middle School Students in the Context of the 4.0 Revolution -
Factors Influencing the Management of Rights and Duties Education Through Experiential Activities for Middle School Students -
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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Managing experiential activities of students at Nam Son Secondary School, Bac Ninh City according to the orientation of the new general education program - 2
Educational methods must demonstrate guidance, instruction, and counseling to promote the role of self-education and self-training of students.
The 4.0 revolution also facilitates the management of formal and extracurricular educational programs, bringing direct impacts to students, helping them acquire knowledge faster and apply the knowledge they have learned to real life. Thanks to that, the management of moral education will be of higher quality and more effective and can be deployed on many information channels for management.

The 4.0 revolution sets new requirements for education in general and moral education for secondary school students in particular. In the context of integration, in order to communicate, learn, and exchange knowledge and experience, learners constantly learn from each other and exchange knowledge and experience through the flat world, promoting the role of self-education and self-training of each student.
1.3.1.2. Goals of moral education for junior high school students
Help students understand basic ethical and legal standards and the value and meaning of those standards;
Be proud of family, homeland and ethnic traditions; respect, be tolerant, care and help others; be proactive and proactive in studying and working; have a correct and clear attitude towards phenomena and events in life; be responsible for oneself, family, school, society, work and living environment.
Assess the attitudes and behaviors of oneself and others; self-regulate and remind and help friends and relatives adjust their attitudes and behaviors according to ethical and legal standards;
Carry out individual and collective tasks to achieve goals and plans for self-improvement and development; know how to establish and maintain harmonious relationships with people around, adapt to changing society and solve simple problems in individual, collective and community life in accordance with cultural values, ethical standards, community rules, legal regulations and age.
1.3.2. Content and principles of moral education for students
1.3.2.1. Content of moral education for students
The content of moral education includes 5 main content strands: patriotism, humanity, diligence, honesty, responsibility, and also includes legal education content for students.
The content of moral education for secondary school students focuses on the following basic contents:
Forming in students basic knowledge about the standards of patriotism, love of homeland, national spirit, the significance of implementing those standards for themselves, society and ways to perform behaviors to demonstrate patriotism;
To form in students basic knowledge about the standards of compassion, the significance of implementing those standards for themselves, society and how to perform acts of compassion;
Forming in students basic knowledge of standards of diligence, the significance of implementing those standards for themselves, society and ways to practice diligence;
Forming in students basic knowledge about honesty, the meaning of implementing those standards for themselves, society and ways to implement and practice to demonstrate honesty;
Forming in students basic knowledge about responsibility, the meaning of implementing those standards for themselves, society and how to implement responsibility in all students' relationships.
Education on legal awareness, awareness of respect and compliance with the law in life, work and study; education on skills, behavior and habits of law enforcement.
Educate students to have a positive attitude in training, practice to demonstrate patriotism, honesty, diligence, responsibility and
compassion in learning, in daily relationships, in relationships with the environment, community and experiential activities.
Organize training and practice of patriotism, honesty, humanity, diligence, and responsibility for secondary school students in studying, participating in experiential activities, collective activities, and participating in social activities and self-training activities.
1.3.2.2 Principles of moral education for students
To educate ethics for students in secondary schools, teachers and schools need to thoroughly understand the following educational principles:
Ensuring the purpose of moral education for students in secondary schools: Teachers and schools must thoroughly understand the purpose of forming personality qualities and abilities for students in all activities while thoroughly understanding the goal of forming personal awareness, forming attitudes and ethical habits for students in accordance with the goals of the level of education.
Ensure respect for students' personalities and reasonable requirements for students: In the process of moral education for students, teachers and schools must correctly assess students' strengths and weaknesses and treat students equally, listen to each student's opinion and satisfy students' legitimate needs while always making reasonable requirements appropriate to students' ability to practice and cultivate ethical behavior and habits.
Ensuring education is linked to students' lives, studies and work: The goals and content of moral education for students must be linked to the goals, tasks and content of students' studies, work and activities at school, at home and in society.
Ensure consistency between the leading role of teachers and the active role of students in self-training.
Ensure educational unity between school, family and society in implementing educational goals, educational content and methods and forms of organizing moral education for secondary school students.
1.3.3. Methods and paths of moral education for middle school students in the context of the 4.0 industrial revolution
1.3.3.1. Methods of moral education for students in secondary schools in the context of the 4.0 revolution
i) Methods of forming personal awareness of ethical standards:
Forming personal awareness of ethical standards is a long-term, complex process. It begins with children learning rules of behavior, ethical standards... and forming a system of views and beliefs about those standards [45].
Personal awareness of ethical standards is a unity between the individual's knowledge and understanding of ethical standards and personal beliefs about the implementation of those standards. The functions of the group of methods for forming personal awareness of ethical standards include the following functions: Bringing theory into the consciousness of the educational subject (ethical theory, law, aesthetics, ...). Generalizing the experiences, behaviors, and conduct of the educational subject himself.
The main task of the group of methods for forming personal awareness is to make students know how to analyze and summarize their own behavioral experiences as well as those of those around them, to be self-aware, self-evaluate, and to defend the views, beliefs, and principles they have built. This group of methods also has the function of concretizing ethical standards and concepts so that students can absorb them, creating interest for students to participate in practicing and experiencing ethical behavior and habits. This group of methods includes the following methods: Conversation method; Explanation method; Storytelling method; Example method.
Dialogue is a method of conversation between teachers and students about topics related to ethical standards to help students acquire knowledge.
Awareness of ethical standards of patriotism, compassion, diligence, honesty, responsibility through a system of pre-prepared questions.
Storytelling method is a method in which teachers use words, gestures, movements, and facial expressions to vividly tell a story that has moral educational meaning for students. Storytelling plays an extremely important role in forming and developing positive emotions, feelings, and correct beliefs in students through storytelling content, helping students learn from good examples, avoid negative examples, and form and develop in students the ability to comment, criticize, and evaluate the behavior and attitudes of others and of themselves.
Lecture is an educational method in which teachers use words to explain and demonstrate established social norms, in order to help students understand and grasp the meaning, content and rules for implementing ethical norms.
Explanation plays a very important role in helping the educational object have the opportunity to consciously acquire ethical standards, thereby forming feelings and beliefs towards those standards.
Setting an example is a method in which teachers use good examples of individuals or groups to encourage students to learn and follow. In addition, educators can also use bad examples - negative examples - to help students analyze, evaluate and avoid similar behaviors.
ii) Group of methods for organizing activities and forming behavioral skills The nature of the educational process is the process of organizing life, organizing
activities and exchanges for students, to help them voluntarily transform the requirements for implementing ethical standards into the needs to demonstrate student behavior and habits.
Through organizing activities to help students form personal awareness of ethical standards, forming positive feelings and beliefs towards
standards, especially the formation of behaviors and habits consistent with those standards. Through organizing activities and exchanges, help students transform their awareness and beliefs into behaviors and habits consistent with ethical standards. This group of methods includes the following methods: Task assignment method; Practice method; Training method; Positive discipline method; Role-playing method.
The method of assigning tasks is a method of engaging students in diverse activities with certain tasks and certain social meanings so that they are aware of the social and personal meanings of the assigned tasks, thereby having a positive attitude towards those tasks.
Training method is a method of organizing students to regularly and systematically perform certain activities, aiming to turn those actions into behaviors and behavioral habits in accordance with ethical standards.
Training method is the method in which teachers organize students to experience their awareness, feelings, and beliefs about ethical standards in various situations of life. Thereby forming and reinforcing behaviors that are in accordance with the prescribed ethical standards.
Positive disciplinary education method is a concept that reflects the positive educational perspective, the model of educating students in and through student activities, through which teachers help students change, adjust their behavior, form, develop new behaviors or prevent negative behaviors that may occur. The purpose of positive disciplinary methods in schools is: Changing bad behaviors and habits that have formed in students; Stimulating the adjustment of behaviors that have formed in students to meet behavioral standards according to educational requirements; Forming new behaviors and habits according to the requirements of society, school and family; Preventing negative behaviors in students and eliminating punishment of students in schools.
Role-playing is a method in which students coordinate with other students to organize them to practice certain behaviors in a hypothetical situation. Through role-playing activities, students can express their attitudes and opinions and practice behavioral skills.
Discussion and group work methods are methods in which teachers design discussion topics or form groups and assign tasks to each group and attract students to participate, through which activities educate students about personality qualities.
The project-based method of education is a method in which teachers design experiential projects and engage students in them, through which they teach students personal qualities.
iii) Methods to stimulate activities and adjust students' behavior
This group of methods aims to evaluate students' behavior, at the same time stimulate, promote, adjust or inhibit students' behavior, consolidate and develop the results of two groups of methods to form personal awareness and organize activities to form social behavioral experience. This group of methods includes emulation, reward and punishment methods.
The emulation method is that teachers use the emulation movement as a way to stimulate the self-affirmation tendency in each student, motivating them to compete, strive, enthusiastically rise to the top, attracting others to move forward to achieve the highest individual and collective achievements.
Rewards are a method of expressing positive evaluation of students' behavior. Through the method of rewards, students can affirm their good behavior, strengthen and develop beliefs about social norms related to the good behaviors that students have performed.
The method of punishment is a method of expressing disagreement, opposition, and criticism of students' wrongdoings compared to standards.




![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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