We have determined: "Education is the top national policy - the driving force for development" , therefore, "investment in education is investment for development" [5].
Realizing the importance of physical education for students, many universities not only fully implement the regulations of the Ministry of Education and Training on physical education content but also creatively apply them on the basis of innovation and develop new learning content to suit the specific conditions of each school. That has contributed significantly to improving the physical strength and quality of physical education for students and has attracted the attention of many scientists inside and outside the education sector [17], [22], [28], [29], [34], [43].
In the process of implementing the Party and State's policy of socializing physical education and sports, the above advantages of physical education in schools have affirmed that schools are strategic locations and students are the decisive force for the success of the cause of socializing physical education and sports nationwide. However, physical education in schools still reveals some basic shortcomings, limiting the effectiveness in the process of educating students in general and in physical education in particular [58], [62], [69], [87].
For universities and colleges, Vocational Education is not really linked to the needs of developing students' professional capacity. The program content and training organization form are not attractive and do not promote their positivity and self-awareness in the learning and training process.
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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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Basically, the content of the physical education subject in schools is not designed and built based on the health conditions, gender, strengths and physical fitness level of students; learners do not have many choices for sports and training forms suitable to their needs and conditions; assessment criteria are determined uniformly (except for the group with poor health), so for many students, the physical education subject becomes a "burden" in the learning process.

Along with the trend of innovation in university training, the work of Vocational Education is aiming to contribute to improving the professional capacity of students after graduation. Therefore, Vocational Education with "vocational characteristics" is currently the main activity in research on innovation in content and form; Vocational Education is not only for health but also aims to equip learners with the capacity and need for self-training and lifelong training; aiming to contribute to training knowledge and skills for professional activities [55], [67].
Physical education at university level must become an aspect of vocational training, the product is not only purely physical, but also a component of vocational capacity for students. That requires the school system to create all opportunities and conditions to innovate physical education as a component of vocational training programs, with clear vocational functions and career orientation [28], [67].
1.2.2. The Party and State's viewpoints on educational innovation
The basic orientation of university education innovation is to shift from serving the requirements and activities in a centrally planned economy to meeting the requirements and activities in a socialist-oriented market economy, under the management of the State. The Party has determined that only innovation in education, training and science and technology can accelerate the economic development process and quickly bring our country out of the ranks of poor countries. University education is considered the basis for breakthroughs, while at the same time seeking cooperation, learning, and absorbing the science and technology of advanced countries. That requires university training activities to innovate for international integration; innovate towards meeting social needs; innovate towards activating the learning process of students; innovate to form the self-study capacity for the future workforce, capable of lifelong self-study [3], [7], [8].
Innovation for international integration: Economic globalization is an objective trend, attracting more and more countries to participate, while also putting underdeveloped countries in front of new challenges and new opportunities. The globalization trend has created opportunities for underdeveloped countries, including Vietnam, to access developed education, allowing the implementation of the policy of multilateralization of science and technology education and training with the world, with the ability to exploit advanced science and technology achievements of countries around the world. In the face of the international integration trend, our Party has stated: "Entering the 21st century, the world has undergone many changes, science and technology will make a leap forward. The knowledge economy plays an increasingly prominent role in the process of developing productive forces" [5].
Currently, with the development of education and training, the number of highly qualified workers in the world is increasing, and at the same time, the number of occupations requiring high qualifications is also increasing. To adapt to globalization and the knowledge-based economy, the Party and the State have highly appreciated the role of education and training and have built priority policies focusing on the development of education, considering: "educational development is the top national policy, investment in education is investment in development", while emphasizing that "education and training must both ensure the preservation and promotion of national cultural identity and absorb the cultural quintessence of humanity" [9], [10], [11], [19].
Training innovation towards meeting social needs: Innovation in higher education must ensure practicality, efficiency, and meet the needs of labor use. The 10th National Party Congress (2006) determined the direction and measures for innovation in higher education in Vietnam must be "associated with use, directly serving training to transform labor structure, developing high-quality human resources, especially leading experts" [6]. Human resource training has been posing urgent requirements: both equipping
new knowledge and skills, changing technology and methods, schools move from closed training to open, dialogue with society, closely linked to scientific research - technology and application.
Innovating training to actively promote students' learning process, forming self-study and lifelong self-learning capacity: Actively promoting students' learning process is a fundamental change in the organization of training activities, truly placing students in the position of the subject of learning activities, both creating conditions and requiring students to actively acquire and seek knowledge. It is a process of training and practicing students' habits and self-study capacity, preparing them with the potential to self-develop their qualifications throughout their professional work.
Therefore, university education is not only a process of imparting and acquiring knowledge, but also a process of training professional capacity, ensuring that students can adapt to the requirements of practical labor after graduation. Create conditions for students to see the results of their own learning and work, stimulating their responsibility for their own future. Training content and knowledge system must give students confidence in the knowledge they themselves must acquire. That must be modern knowledge, updated with practical labor, creating for students the capacity to effectively carry out professional activities. Therefore, building and designing the program does not start from the content that teachers and schools have available, but from the knowledge and skills required by practical labor. The process of activating students is also the process of actively and proactively seeking and perfecting new knowledge of teachers and the university education system. It is necessary to ensure consistency in training activities: between method innovation and conditions to meet the requirements of method innovation; between source of documents and students' need for self-study and self-search for knowledge; between innovation requirements and growth in qualifications of each lecturer.
The value of learning activities not only becomes the private property of each individual but also the property and labor achievement of the whole society, and is the driving force for social development. Therefore, improving the quality of teaching and learning activities becomes the goal of teachers and students in each school to improve the "quality" and "quantity" of the achieved value. Teaching and learning methods in the direction of activating learners are the way and path to develop those values right in the training process and in self-training activities. Like the program, innovation in teaching methods is both an inevitable trend of university development and a consequence of the innovation process to ensure the consistency and logic of the education system. However, it is necessary to understand that "active teaching and learning" does not exist as an independent method, a newly discovered method. It is the integration and development in the direction of activating learners on the basis of existing methods. That is to say, activating learners is a trend to apply and develop teaching methods, ensuring the educational process is highly effective [10], [12], [16], [17].
1.2.3. Viewpoints, goals, tasks and methods of organizing Physical Education
Opinion
Strengthening physical education in schools is contributing to the implementation of the Party's viewpoint stated in the documents of the National Party Congress: Building a national strategy on improving the health and stature of Vietnamese people, increasing life expectancy and improving the quality of the race. Strengthening the physical strength of Vietnamese youth. Developing physical education and sports in schools is practically contributing to human resource development; Linking physical improvement with intelligence, mental strength and skills. Combining sectors and levels; Combining the State with society, schools, families.
Families together take care of developing school sports, nutrition and lifestyle for students [5], [6], [7], [15], [19], [75].
Create a clear change in physical education and school sports combined with nutritional care and lifestyle for students to develop physical strength and human stature.
Improve the quality of teaching and learning physical education: Improve the content and teaching methods in the direction of combining physical education with recreational activities, focusing on students' optional needs. Synchronously combine physical education programs with national defense education; school health with school nutrition [15], [17], [19].
Developing extracurricular sports activities: Building various types of school sports clubs; encouraging students to spend 2-3 hours/week participating in extracurricular sports activities in clubs and sports talent classes; Building and developing semi-centralized and centralized sports talent schools and classes. Consolidating and developing the recreational sports competition system (focusing on beach sports) and ethnic sports suitable for each level of education, each region and locality [39], [54].
Strengthening the training of physical education teachers and the professional development of extracurricular activities for physical education collaborators [13], [25], [33]. Issuing mechanisms, policies, training, and standardizing the team of physical education teachers and instructors [33]. Strengthening the direction and implementation of planning for educational training facilities with facilities that meet school physical education activities according to national standards [79].
Promote the mobilization of social resources to invest in building facilities, training equipment and tools in educational and training establishments. Support for facilities, training equipment and sports instructors.
for educational institutions in ethnic minority and mountainous areas with difficulties according to State regulations; mobilize and encourage social organizations and enterprises to participate in sponsoring sports competitions in schools [74], [93].
Conduct surveys on the current state of school sports, the current state of physical development and health of students every 10 years. Closely coordinate with the implementation of the overall project on physical development and stature of Vietnamese people in the period 2011-2030 and integrate with other current programs such as health education, lifestyle, and building friendly schools [75].
Objectives: Develop students' physical strength, especially general endurance; Make the most of each student's genetic potential to develop physical height; Provide knowledge and skills for students to ensure active lifelong physical activity; Improve spiritual life, satisfy the physical and recreational needs of lecturers and students; Help students be confident in life and enhance life skills and build a friendly school, active students [76].
Tasks: Civic education work in universities aims to solve the following three basic tasks:
Educate students about Vietnamese ethics and personality. Cultivate team spirit, sense of organization and discipline, dynamism and creativity in studying, build a healthy life, ready to build and protect the socialist Vietnamese homeland.
Forming and perfecting basic motor skills and techniques of some sports and equipping students with specialized knowledge such as basic theories of sports training and competition, equipping them with knowledge
It is necessary to use means and methods of physical education for self-study and to be able to organize guidance for everyone.
Develop a harmonious and balanced body, strengthen and enhance health, develop physical qualities prescribed by the country according to age [76].
How to organize Civic Education: Civic Education subject according to the new orientation takes place in two basic forms [46], [68], [77].
Regular class hours: Is the most basic form of physical education conducted in the school's study plan. Because of the basic physical and sports training for students, first of all, there must be appropriate content to develop physical qualities and motor coordination for students. At the same time, help them have a certain level to absorb sports movement techniques.
The main goal of basic physical and sports training in schools is: "Promoting the process of training students' ability to achieve physical and sports achievements, developing physical qualities, developing psychological capacity, creating awareness of regular physical training, educating students on basic virtues and humanity"...
Therefore, the official physical education and sports hours are administrative and legal regulations for students and teaching staff. That is, the hours according to the program have prescribed time and quality assessment standards, which are introduced from kindergarten, then taught according to the program at all levels up to university.
Extracurricular hours - extracurricular sports practice : Is the training process of a group of students who have the need and interest in their free time with the aim of developing physical capacity comprehensively, while improving students' sports achievements. Extracurricular hours aim to consolidate and complete the main lessons and are conducted during students' self-study hours.





![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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