142
Thai Nguyen High School for the Gifted
Experimental group (N= 65) | Control group (N = 63) | ||||||||
x i | f i | x i - x | (x i - x ) 2 | (x i - x ) 2 .f i | x i | f i | x i - x | (x i - x ) 2 | (x i - x ) 2 .f i |
1 | 0 | -5.4 | 29.16 | 0 | 1 | 0 | -4.85 | 23.5225 | 0 |
2 | 0 | -4.4 | 19.36 | 0 | 2 | 0 | -3.85 |
14.8225 | 0 |
3 | 3 | -3.4 | 11.56 | 34.68 | 3 | 4 | -2.85 | 8.1225 | 32.49 |
4 | 3 | -2.4 | 5.76 | 17.28 | 4 | 4 | -1.85 | 3.4225 | 13.69 |
5 | 15 | -1.4 | 1.96 | 29.4 | 5 | 17 | -0.85 |
0.7225 | 12.2825 |
6 | 14 | -0.4 | 0.16 | 2.24 | 6 | 19 | 0.15 |
0.0225 | 0.4275 |
7 | 11 | 0.6 | 0.36 | 3.96 | 7 | 13 | 1.15 |
1.3225 | 17.1925 |
8 | 14 | 1.6 | 2.56 | 35.84 | 8 | 4 | 2.15 | 4.6225 | 18.49 |
9 | 3 | 2.6 | 6.76 | 20.28 | 9 | 1 | 3.15 |
9.9225 | 9.9225 |
10 | 2 | 3.6 | 12.96 | 25.92 | 10 | 1 | 4.15 |
17.2225 | 17.2225 |
Trieu Son 5 High School | |||||||||
Experimental group (N= 35) | Control group (N = 34) | ||||||||
1 | 0 | -5.45 | 29.7025 | 0 | 1 | 0 | -4.88 | 23.8144 | 0 |
2 | 0 | -4.45 | 19.8025 | 0 | 2 | 0 | -3.88 | 15.0544 |
0 |
3 | 0 | -3.45 | 11.9025 | 0 | 3 | 1 | -2.88 | 8.2944 |
8.2944 |
4 | 1 | -2.45 | 6.0025 | 6.0025 | 4 | 2 | -1.88 | 3.5344 |
7.0688 |
5 | 9 | -1.45 | 2.1025 | 18.9225 | 5 | 11 | -0.88 | 0.7744 | 8.5184 |
6 | 9 | -0.45 | 0.2025 | 1.8225 | 6 | 10 | 0.12 | 0.0144 | 0.144 |
7 | 8 | 0.55 | 0.3025 | 2.42 | 7 | 6 | 1.12 | 1.2544 | 7.5264 |
8 | 6 | 1.55 | 2.4025 | 14,415 | 8 | 4 | 2.12 | 4.4944 | 17.9776 |
9 | 1 | 2.55 | 6.5025 | 6.5025 | 9 | 0 | 3.12 | 9.7344 | 0 |
10 | 1 | 3.55 | 12.6025 | 12.6025 | 10 | 0 | 4.12 | 16.9744 |
0 |
Duc Trong High School | |||||||||
Experimental group (N= 68) | Control group (N = 69) | ||||||||
1 | 0 | -5.23 | 27,353 | 0 | 1 | 1 | -4.51 | 20.3401 | 20.3401 |
2 | 1 | -4.23 | 17,893 | 17,893 | 2 | 2 | -3.51 | 12.3201 | 24.6402 |
3 |
2 | -3.23 | 10,433 | 20,866 | 3 | 5 | -2.51 | 6.3001 | 31.5005 |
4 | 8 | -2.23 | 4.9729 | 39,783 | 4 | 9 | -1.51 | 2.2801 | 20.5209 |
5 | 14 | -1.23 | 1.5129 | 21,181 | 5 | 17 | -0.51 | 0.2601 | 4.4217 |
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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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6
15 | -0.23 | 0.0529 | 0.7935 | 6 | 17 | 0.49 | 0.2401 | 4.0817 | |
7 | 13 | 0.77 | 0.5929 | 7.7077 | 7 | 8 | 1.49 | 2.2201 | 17.7608 |
8 | 8 | 1.77 | 3.1329 | 25,063 | 8 | 6 | 2.49 | 6.2001 | 37.2006 |
9 | 5 | 2.77 | 7.6729 | 38,365 | 9 | 2 | 3.49 | 12.1801 | 24.3602 |
10 | 3 | 3.77 | 14,213 | 42,639 | 10 | 1 | 4.49 | 20.1601 | 20.1601 |
The statistical indicators obtained are as follows:
High School
Degrees of freedom | Quantity t x S TN | t | Compare t and t | |
Thai Nguyen Specialized | 65 | 1.98 | 1.67 | t > t |
Trieu Son 5 | 34 | 2.16 | 1.6 | t > t |
Duc Trong | 68 | 3.5 | 1.6 | t > t |
Thus, the second round of TNSP in all three schools was clearly effective.
- Test hypothesis E 0 :
High School
Degrees of freedom | S 2 Quantity F TN S 2 DC | F | Compare F and F | ||
f TN | f DC | ||||
Thai Nguyen Specialized | 65 | 63 | 1.34 | 1.85 | F < F |
Trieu Son 5 | 34 | 35 | 1.22 | 2.19 | F < F |
Duc Trong | 68 | 69 | 1.03 | 2.85 | F < F |
All three cases above give results accepting the hypothesis E 0 , meaning that the difference between the variance in the experimental group and the control group in each school is not significant.
- Test hypothesis H 0 :
High School
Degrees of freedom (N TN +N DC -2) | Quantity t x TN x DC s . 1 1 n TN n DC | t | Compare t and t | |
Thai Nguyen Specialized | 126 | 2.01 | 1.96 | t > t |
Trieu Son 5 | 65 | 1.95 | 1.67 | t > t |
144
Duc Trong
134 | 2.55 | 1.96 | t > t |
Through the above results, it is confirmed that the statistical results reject the hypothesis H 0 . Thus, the difference between the results of the experimental group and the control group in the 3 schools is significant. It proves that the results of the experimental group in the 3 schools are higher than the control group.
3.5.4. Monitoring the progress of a group of students (Case study)
3.5.4.1. Sample selection
Sample selection perspective: The selection of subjects to monitor their progress in the process of exploiting some applications on mobile phones for self-study of Math is based on the following criteria:
- Level of self-determination of needs, purposes, and motivation for self-study.
- Level of building and implementing self-study plans.
- Ability to interact with HLĐT and M-learning systems.
- Level of reading comprehension of the content in textbooks and workbooks.
- Level of self-testing and evaluating self-study.
- Level of completion of self-study goals and tasks.
- The level of applying self-study knowledge to new lessons and practice...
For each criterion, we base on practice and self-study theory to detail and concretize.
To obtain the information, we conducted discussions with Math teachers, observed the attitudes, actions and learning results of students... The results of processing all of the above information will be the basis for selecting the subject.
Sampling results: With the above approach, the topic selected 05 students to observe, collect and process information to make comments on each student's self-study process, specifically:
(1). Hoang Thi To Uyen (nickname: Touyen_anh12) is a student of English class K23, Thai Nguyen Specialized High School.
I am a good student with good self-study ability: I can identify learning tasks proactively and autonomously; Make and implement a study plan.
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practice seriously and orderly; find documents to serve learning; however, recognizing and correcting mistakes, limiting and overcoming difficulties when performing learning tasks through comments from teachers and friends; proactively seeking support from others when encountering difficulties in learning; self-testing and evaluating learning results of To Uyen is still not really good.
To Uyen is using Samsung Galaxy S4 phone, her phone usage skills are quite good. She can use her phone for the following purposes: Making calls and texting normally, playing games and going online on mobile phone with 3G network.
In self-studying math, To Uyen said, she often uses her phone to do multiple-choice knowledge tests. From there, she can self-evaluate where her knowledge is lacking. Then she can review that knowledge herself. She often takes advantage of the late evening hours, when she helps her mother cook, to go online.
(2) Le Xuan Thanh (nickname: Xuanthanh_12c5) is a student in class 12C5 at Trieu Son 5 High School.
Thanh is a student with good academic performance and average self-study ability: He still cannot evaluate his own learning results or recognize and correct mistakes in his studies through comments from teachers and classmates.
Regarding economic conditions, Thanh is a high school student in the mountains, and owns a not-so-expensive Lenovo A369i phone. He also knows how to use his mobile phone to go online with friends, but he rarely and does not know how to look up information online from his mobile phone to serve his studies.
When introduced to a website that helps him learn Math on his own, Thanh often takes advantage of the evening before going to bed, lying in bed and going online. His way of self-studying is to review the knowledge summarized through lectures, then do multiple choice tests to check his understanding of the lesson.
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(3): Nguyen Thi Oanh (nicmane Nguyenoanh_anh12) is a student in English class K23, Thai Nguyen Specialized High School.
Oanh is a student with average academic performance and poor self-study ability: She has no self-awareness to study, and only studies when the teacher assigns a clear task that needs to be completed.
The type of mobile phone Oanh uses is Nokia Lumia 630, Oanh's phone skills are very good. However, she only uses the phone for calling and entertainment. She is able to search for information using the phone but not information for study purposes.
Oanh's house is far from school, so her main means of transportation to school is by bus. It takes her more than half an hour to travel by bus from home to school every morning. Because her teacher assigns her to do exercises on the Mlearning system, she often takes advantage of this travel time to complete her tasks.
(4) Hoang Thi Van (nicmane: Hoangvan_12c5) is a student in class 12C5 at Trieu Son 5 High School.
Van is a student with poor academic performance and poor self-study ability: She has no self-awareness to study, even when the teacher assigns clear tasks that need to be completed.
Van uses Samsung Lenovo A680 phone, however, because she is new to using it, her mobile phone skills are not really good.
Van is also a special student in the class, her health is not really good. She often has to miss school. We asked the teacher to help her by guiding her to study by herself using her cell phone. On the days she had to miss school to get treatment, we also asked some students with good academic performance to take advantage of the time online to support and answer Van's questions in a timely manner. Help Van not to fall too far behind the class.
3.5.4.2. Analysis of monitoring results
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We monitored the self-study process and evaluated the learning quality of all 4 students selected above according to the following criteria:
- On the ability to interact with HLĐT and M-learning systems in self-study.
- Self-study process.
- Learning outcomes.
(a). Specific results on the ability to interact with the HLĐT and the M-learning system in self-study .
Regarding the ability to interact with the HLĐT and M-learning system in self-study, we specify as follows:
Level 1: Do not know how to exploit the functions of the M-learning system;
Level 2: Know how to exploit some of the system's functions during self-study but still need regular help from teachers and fellow students when interacting with the system's functions.
Level 3: Know how to exploit some of the system's functions in the self-study process proficiently and at the same time know how to exploit additional applications on mobile phones to exchange and interact with teachers and other students.
Through monitoring and combining teachers' comments with students' self-affirmation, we obtained the following results:
Pupil
Before TNSP | After TNSP | |
H. Uyen | Level 2 | Level 3 |
L.Thanh | Level 2 | Level 2 |
N.Oanh | Level 1 | Level 2 |
H.Van | Level 1 | Level 2 |
(b). Results of monitoring the self-study process of each student
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To have criteria for observing and commenting on each student's self-study process, we based on theories of self-study, paying special attention to students' skills in self-study.
- Monitoring results for student H.Uyen:
Criteria
Before TNSP | After TNSP | |||||||
Good | Rather | TB | Weak | Good | Rather | TB | Weak | |
Define self-study tasks in a way proactive | x | x | ||||||
Know how to make and implement a study plan practice seriously, proactively | x | x | ||||||
Know how to grasp the basic content of the lesson Study and analyze, synthesize, and systematize lesson knowledge. | x | x | ||||||
Know how to analyze learning tasks to choose appropriate reading materials from textbooks and books. reference, internet | x | x | ||||||
Know how to retain information selectively by taking summaries with detailed outlines, concept maps, tables, keywords; taking lecture notes GV according to main ideas | x | x | ||||||
Know how to search for documents in the home library School and reference materials, internet as required by the learning task. | x | x | ||||||
Recognize and correct mistakes, limit and overcome difficulties when performing learning tasks through comments from teachers and friends; be proactive. seek support from others | x | x | ||||||
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Criteria
Before TNSP | After TNSP | |||||||
Good | Rather | TB | Weak | Good | Rather | TB | Weak | |
when having difficulty in learning | ||||||||
Know how to self-check and evaluate results study | x | x | ||||||































![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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