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SMARTPHONE USAGE BEHAVIOR IN THAILAND

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This document presents a study on smartphone usage behavior in Thailand, conducted by Di-Marketing in July 2017 with a sample size of 2000 respondents. Key findings indicate that Samsung, iPhone, and Oppo are the most recognized and used brands, with users spending an average of 4.38 hours daily on smartphones. The survey also highlights high satisfaction levels with current smartphone brands and willingness to invest approximately $547 in future purchases, particularly in Samsung and iPhone.

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STUDY ABOUT SMARTPHONE USAGE BEHAVIOR IN THAILAND BY DI-MARKETING (www.di-onlinesurvey.com) Jul, 2017
1 SURVEY DESIGN  This survey was conducted to study about Smartphone Usage Behavior in Thailand  Methodology: Online survey  Fieldwork time: 5 days (17/07/2017 – 21/07/2017)  Sample size: N = 2000  Geography: Nationwide
2 RESPONDENTS SELECTION Respondents of this survey had to be qualified below criteria  Age : From 24 years old and above  Gender : Both Female and Male  Usage : Smartphone
3 KEY FINDINGS 1) Awareness and Usage • Overall, Samsung (83%), iPhone (79%), Oppo (66%) are top 3 well-known smartphone brands in Thailand • Samsung (40%), iPhone (29%), Oppo (6%) are top 3 most-used smartphone in Thailand • TV ads, Facebook ads and point of sale are top 3 channels to leverage the brand awareness of smartphone • 59% are owning from 2 smartphones and above 2) Usage Behaviors • Specialized store of portable phones is the most popular channel to buy a smartphone • Easy-to-use operation system, beautiful design, strong hardware configuration are top 3 reasons for buying the smartphone • Surf the social network, call/ text SMS and surf the internet are top 3 used functions on smartphone • 7pm – 9pm are the period of time using smartphone most often • On average, people spend 4.38 hours on smartphone every day 3) Actual Satisfaction & Future Purchase Intention • 96% are satisfied with their current smartphone brand (4.45 scores out of 5) • Poor battery, less/ limited memory and usually shaking situation are top 3 unsatisfied things • 22% are loyal to their current smartphone brand • On average, smartphone users are willing to spend $547 buying a smartphone • Samsung and iPhone are top 2 brands intended to buy in the next one year
4 VIETNAM & THAILAND COMPARISON KEY FINDINGS VIETNAM THAILAND Top 3 well-known smartphone brands • Samsung (92%) • iPhone (82%) • Oppo (75%) • Samsung (83%) • iPhone (79%) • Oppo (66%) Top 3 used smartphone brands • Samsung (48%) • iPhone (21%) • Sony (6%) • Samsung (40%) • iPhone (29%) • Oppo (6%) Brand awareness channels • TV ads • Point of sale • Facebook ads • TV ads • Facebook ads • Point of sale Satisfaction 86% are satisfied with their current smartphone brand 96% are satisfied with their current smartphone brand Loyalty 16% are loyal to their current smartphone brand 22% are loyal to their current smartphone brand Spending time 4.62 hours on smartphone every day 4.38 hours on smartphone every day Spending money $368 $547
5 N = 2000 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 8% 9% 19% 23% 41% Over 45 41-45 36-40 31-35 24-30 43% 1% 1% 2% 7% 46% Others Ubonrajthani Khonkaen Nakornrajsima Chiangmai Bangkok 41% 59% Male Female 17% 2% 2% 6% 6% 8% 13% 45% Other Worker Student Job seeker / Retired Engineer / Doctor / Teacher Housewife Self-employed Office Worker
6 1) Awareness and Usage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
7 OVERALL, SAMSUNG (83%), IPHONE (79%), OPPO (66%) ARE TOP 3 WELL-KNOWN SMARTPHONE BRANDS IN THAILAND Which smartphone brands do you know in the following? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 12% 20% 25% 41% 42% 45% 47% 50% 50% 57% 60% 66% 79% 83% 0% 50% 100% Others Xiaomi WIKO HTC Nokia - Microsoft LG Sony Asus Lenovo Vivo Huawei Oppo Iphone Samsung Total 13% 20% 27% 43% 46% 48% 48% 50% 50% 58% 59% 65% 83% 80% 0% 50% 100% 24-30 12% 21% 27% 40% 41% 43% 48% 49% 48% 58% 62% 68% 81% 85% 0% 50% 100% 31-35 12% 19% 22% 39% 38% 42% 45% 50% 51% 56% 61% 65% 73% 85% 0% 50% 100% Over 35
8 Which smartphone brands do you know in the following? (Comparison by Location) N = 2000 N = 923 N = 1077 Vivo is more popular in other cities than in Bangkok 12% 20% 25% 41% 42% 45% 47% 50% 50% 57% 60% 66% 79% 83% 0% 20% 40% 60% 80% 100% Others Xiaomi WIKO HTC Nokia - Microsoft LG Sony Asus Lenovo Vivo Huawei Oppo Iphone Samsung Total 9% 21% 24% 42% 40% 45% 48% 49% 50% 52% 61% 63% 81% 81% 0% 20% 40% 60% 80% 100% Bangkok 15% 19% 26% 40% 43% 44% 46% 50% 49% 62% 60% 68% 77% 84% 0% 20% 40% 60% 80% 100% Others OVERALL, SAMSUNG (83%), IPHONE (79%), OPPO (66%) ARE TOP 3 WELL-KNOWN SMARTPHONE BRANDS IN THAILAND
9 TV ADS, FACEBOOK ADS AND POINT OF SALE ARE TOP 3 CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE Through which source/ channel do you know about phone brands? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 24-30 group knows about smartphone brand through word of mouth more than other older groups 11% 21% 23% 30% 30% 36% 38% 56% 59% 67% 87% 0% 50% 100% Other Billboards outdoors, indoors SMS, Email Advertisement Ads from newspaper, magazine print Smartphone applications, eg. viber, zalo, ... Friend / relative introduction Ads from websites, forums (except Facebook) Seeing other people using that brand See at the phone store Facebook ads TV ads Total 11% 22% 24% 28% 33% 41% 40% 59% 60% 71% 88% 0% 50% 100% 24-30 10% 20% 24% 29% 29% 34% 36% 57% 57% 69% 88% 0% 50% 100% 31-35 10% 20% 22% 34% 27% 32% 36% 52% 60% 61% 86% 0% 50% 100% Over 35
10 Through which source/ channel do you know about phone brands? (Comparison by Location) N = 2000 N = 923 N = 1077 Bangkok people know more about smartphone brand through billboards outdoors/ indoors more than other cities 11% 21% 23% 30% 30% 36% 38% 56% 59% 67% 87% 0% 50% 100% Other Billboards outdoors, indoors SMS, Email Advertisement Ads from newspaper, magazine print Smartphone applications, eg. viber, zalo, ... Friend / relative introduction Ads from websites, forums (except Facebook) Seeing other people using that brand See at the phone store Facebook ads TV ads Total 7% 25% 24% 31% 30% 37% 37% 58% 55% 68% 88% 0% 50% 100% Bangkok 14% 17% 22% 29% 30% 35% 38% 55% 62% 66% 87% 0% 50% 100% Others TV ADS, FACEBOOK ADS AND POINT OF SALE ARE TOP 3 CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE
11 9% 8% 8% 10% 9% 8% 9% 11% 42% 42% 44% 40% 41% 42% 39% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 1 2 3 Over 3 9% 7% 10% 9% 10% 9% 42% 45% 39% 41% 39% 42% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others 1 2 3 Over 3 59% ARE OWNING AT LEAST TWO SMARTPHONE How many smartphones do you own? (Comparison by Location Group & Age Group) N = 2000 N = 823 N = 462 N = 715 N = 2000 N = 923 N = 1077
12 SAMSUNG (40%), IPHONE (29%), OPPO (6%) ARE TOP 3 MOST-USED SMARTPHONE BRANDS IN THAILAND Which smartphone do you use most often? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 6% 0% 0% 0% 1% 1% 1% 2% 4% 4% 5% 6% 29% 40% 0% 50% 100% Others HTC Xiaomi Nokia - Microsoft LG Sony WIKO Lenovo Huawei Asus Vivo Oppo Iphone Samsung Total 6% 0% 0% 0% 1% 1% 1% 1% 3% 2% 5% 9% 35% 36% 0% 50% 100% 24-30 4% 0% 0% 0% 1% 2% 2% 2% 5% 3% 4% 6% 33% 39% 0% 50% 100% 31-35 8% 0% 0% 1% 0% 1% 2% 3% 4% 7% 6% 5% 19% 45% 0% 50% 100% Over 35
13 Which smartphone do you use most often? (Comparison by Location) N = 2000 N = 923 N = 1077 6% 0% 0% 0% 1% 1% 1% 2% 4% 4% 5% 6% 29% 40% 0% 20% 40% 60% 80% 100% Others HTC Xiaomi Nokia - Microsoft LG Sony WIKO Lenovo Huawei Asus Vivo Oppo Iphone Samsung Total 5% 0% 0% 0% 1% 2% 1% 2% 4% 3% 3% 4% 33% 41% 0% 20% 40% 60% 80% 100% Bangkok 7% 0% 0% 1% 1% 1% 1% 2% 3% 5% 6% 8% 25% 39% 0% 20% 40% 60% 80% 100% Others SAMSUNG (40%), IPHONE (29%), OPPO (6%) ARE TOP 3 MOST-USED SMARTPHONE BRANDS IN THAILAND Bangkok people use iPhone more than other cities
14 14% 15% 13% 17% 21% 13% 19% 15% 23% 19% 20% 18% 31% 29% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Samsung Galaxy J (1, 2,3,5,7) Samsung Galaxy S (1,2,3,4,5,6,7,7 Edge, 8.8 +) Other Samsung series Samsung Galaxy Note (1,2,3,4,5,6,7) Samsung Galaxy A (3,5,7,9) AMONG SAMSUNG USERS, GALAXY J IS THE MOST USED LINE (31%) Which Samsung phone are you using most often? (Comparison by Location Group & Age Group) N = 800* N =293 N = 182 N = 325 N = 800* N = 375 N = 425 * Who chose “Samsung” in Q:” Which smartphone do you use most often?” 14% 11% 16% 16% 17% 16% 19% 17% 19% 22% 18% 17% 19% 23% 13% 19% 31% 28% 34% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Samsung Galaxy J (1, 2,3,5,7) Samsung Galaxy S (1,2,3,4,5,6,7,7 Edge, 8.8 +) Other Samsung series Samsung Galaxy Note (1,2,3,4,5,6,7) Samsung Galaxy A (3,5,7,9)
15 AMONG SAMSUNG GALAXY S LINE USERS GALAXY S7 EDGE, S6 AND S5 ARE TOP MOST USED If you are using the Samsung Galaxy S line, the product you use most often is: (Comparison by Age Group) N = 154* N = 68 N = 24 N = 62 Over 35 group uses Samsung Galaxy S5 more than other younger groups * Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?” 3% 3% 6% 7% 7% 8% 12% 14% 18% 21% 0% 50% 100% Samsung Galaxy S3 Samsung Galaxy S8 Plus Samsung Galaxy S4 Samsung Galaxy S1 Samsung Galaxy S2 Samsung Galaxy S8 Samsung Galaxy S7 Samsung Galaxy S5 Samsung Galaxy S6 Samsung Galaxy S7 Edge Total 4% 4% 6% 9% 7% 7% 13% 4% 21% 24% 0% 50% 100% 24-30 0% 0% 8% 4% 8% 13% 8% 13% 25% 21% 0% 50% 100% 31-35 3% 3% 6% 6% 6% 8% 11% 24% 11% 19% 0% 50% 100% Over 35
16 If you are using the Samsung Galaxy S line, the product you use most often is: (Comparison by Location) N = 154* N = 76 N = 78 * Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?” 3% 3% 6% 7% 7% 8% 12% 14% 18% 21% 0% 20% 40% 60% 80% 100% Samsung Galaxy S3 Samsung Galaxy S8 Plus Samsung Galaxy S4 Samsung Galaxy S1 Samsung Galaxy S2 Samsung Galaxy S8 Samsung Galaxy S7 Samsung Galaxy S5 Samsung Galaxy S6 Samsung Galaxy S7 Edge Total 1% 5% 8% 4% 4% 9% 9% 16% 17% 26% 0% 20% 40% 60% 80% 100% Bangkok 5% 1% 5% 10% 10% 8% 14% 12% 18% 17% 0% 20% 40% 60% 80% 100% Others AMONG SAMSUNG GALAXY S LINE USERS GALAXY S7 EDGE, S6 AND S5 ARE TOP MOST USED
17 Which iPhone are you using most often? (Comparison by Age Group) N = 576* N = 284 N = 153 N = 139 AMONG IPHONE USERS IPHONE 5S, 6 AND 6S PLUS ARE TOP MOST USED * Who chose “iPhone” in Q:” Which smartphone do you use most often?” 0% 1% 2% 5% 6% 7% 10% 11% 12% 12% 15% 19% 0% 50% 100% IPhone 5C IPhone 3G IPhone 4 IPhone 7 Plus IPhone 4S IPhone 7 IPhone 6 Plus IPhone 5 IPhone 6S IPhone 6S Plus IPhone 6 IPhone 5S Total 0% 1% 1% 4% 7% 7% 8% 13% 11% 17% 12% 18% 0% 50% 100% 24-30 0% 0% 1% 7% 6% 8% 12% 7% 14% 10% 18% 18% 0% 50% 100% 31-35 1% 1% 5% 6% 4% 6% 11% 12% 13% 6% 15% 21% 0% 50% 100% Over 35
18 Which iPhone are you using most often? (Comparison by Location) N = 576* N = 306 N = 270 * Who chose “iPhone” in Q:” Which smartphone do you use most often?” 0% 1% 2% 5% 6% 7% 10% 11% 12% 12% 15% 19% 0% 20% 40% 60% 80% 100% IPhone 5C IPhone 3G IPhone 4 IPhone 7 Plus IPhone 4S IPhone 7 IPhone 6 Plus IPhone 5 IPhone 6S IPhone 6S Plus IPhone 6 IPhone 5S Total 0% 0% 2% 5% 5% 5% 12% 9% 11% 18% 14% 18% 0% 20% 40% 60% 80% 100% Bangkok 0% 1% 2% 6% 7% 9% 8% 13% 14% 6% 15% 19% 0% 20% 40% 60% 80% 100% Others AMONG IPHONE USERS IPHONE 5S, 6 AND 6S PLUS ARE TOP MOST USED Bangkok people use iPhone 6S Plus more than other cities
19 1% 2% 1% 11% 10% 13% 25% 26% 23% 22% 19% 25% 40% 42% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others 16GB 32GB 64GB 128GB 256GB 1% 2% 2% 11% 9% 14% 13% 25% 20% 31% 27% 22% 19% 25% 25% 40% 50% 29% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 16GB 32GB 64GB 128GB 256GB How much internal memory capacity of your current iPhone? (Comparison by Location Group & Age Group) N = 576* N = 284 N = 153 N = 139 Over 30 groups use internal memory capacity more than 24-30 age group N = 576* N = 306 N = 270 AMONG IPHONE USERS 16GB ARE THE MOST POPULAR INTERNAL MEMORY CAPACITY * Who chose “iPhone” in Q:” Which smartphone do you use most often?”
20 1) Awareness and Usage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
21 16% 3% 4% 9% 80% 0% 50% 100% Other Small retail stores The retail chain (Power Buy, Power Mall) Electric appliance supermarket (Banana IT, IT City) Specialized stores of portable phones (Jaymart) Total 16% 6% 6% 13% 80% 0% 50% 100% 24-30 15% 2% 3% 7% 80% 0% 50% 100% 31-35 16% 1% 3% 5% 81% 0% 50% 100% Over 35 SPECIALIZED STORE OF PORTABLE PHONES IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE Where do you often buy smartphone? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 24-30 group buy smartphone in electric appliance supermarket more often than other older groups
22 16% 3% 4% 9% 80% 0% 50% 100% Other Small retail stores The retail chain (Power Buy, Power Mall) Electric appliance supermarket (Banana IT, IT City) Specialized stores of portable phones (Jaymart) Total 16% 4% 6% 12% 79% 0% 50% 100% Bangkok 16% 3% 3% 6% 81% 0% 50% 100% Others Where do you often buy smartphone? (Comparison by Location) N = 2000 N = 923 N = 1077 Bangkok people buy smartphone in electric appliance supermarket more often than other cities SPECIALIZED STORE OF PORTABLE PHONES IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE
23 2% 9% 24% 29% 38% 45% 47% 51% 62% 62% 63% 64% 66% 69% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Touch function CPU (microprocessor) RAM Back camera resolution (Mega pixel) Screen size (inch) Screen resolution (HD, Full HD, etc.) Front camera resolution (Mega pixel) Battery capacity (battery life) Internal memory (ROM) Total 3% 9% 26% 27% 45% 41% 46% 52% 63% 67% 64% 66% 70% 70% 0% 50% 100% Samsung 2% 6% 25% 30% 16% 48% 37% 36% 57% 51% 59% 56% 56% 61% 0% 50% 100% Iphone 1% 9% 23% 31% 48% 47% 56% 55% 68% 64% 66% 76% 66% 76% 0% 50% 100% Oppo What hardware information are you interested in when buying a smartphone? (Comparison by Top 3 Brands) Samsung = Internal memory + Battery life + Screen Size / iPhone = Internal memory + Screen resolution + Back camera resolution. Oppo = Internal memory + Front camera resolution + Back camera resolution N = 2000 N = 800 N = 576 N = 129 INTERNAL MEMORY, BATTERY LIFE AND FRONT CAMERA RESOLUTION ARE TOP 3 INTERESTED HARDWARE WHEN BUYING A SMARTPHONE
24 What hardware information are you interested in when buying a smartphone? (Comparison by Age Group) 24-30 group are interested in screen resolution, back camera resolution and graphics chip more than other older groups 2% 9% 24% 29% 38% 45% 47% 51% 62% 62% 63% 64% 66% 69% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Touch function CPU (microprocessor) RAM Back camera resolution (Mega pixel) Screen size (inch) Screen resolution (HD, Full HD, etc.) Front camera resolution (Mega pixel) Battery capacity (battery life) Internal memory (ROM) Total 2% 12% 28% 36% 36% 49% 48% 52% 67% 63% 68% 69% 64% 70% 0% 50% 100% 24-30 2% 8% 22% 27% 32% 41% 45% 48% 57% 61% 58% 62% 65% 68% 0% 50% 100% 31-35 2% 8% 22% 23% 43% 42% 46% 50% 60% 63% 60% 59% 68% 69% 0% 50% 100% Over 35 N = 2000 N = 823 N = 462 N = 715 INTERNAL MEMORY, BATTERY LIFE AND FRONT CAMERA RESOLUTION ARE TOP 3 INTERESTED HARDWARE WHEN BUYING A SMARTPHONE
25 2% 9% 24% 29% 38% 45% 47% 51% 62% 62% 63% 64% 66% 69% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Touch function CPU (microprocessor) RAM Back camera resolution (Mega pixel) Screen size (inch) Screen resolution (HD, Full HD, etc.) Front camera resolution (Mega pixel) Battery capacity (battery life) Internal memory (ROM) Total 1% 7% 24% 30% 36% 45% 46% 50% 61% 63% 63% 61% 65% 68% 0% 50% 100% Bangkok 3% 12% 25% 29% 39% 44% 47% 51% 63% 62% 63% 66% 66% 69% 0% 50% 100% Others What hardware information are you interested in when buying a smartphone? (Comparison by Location) N = 2000 N = 923 N = 1077 INTERNAL MEMORY, BATTERY LIFE AND FRONT CAMERA RESOLUTION ARE TOP 3 INTERESTED HARDWARE WHEN BUYING A SMARTPHONE
26 Why did you buy your current smartphone brand? (Comparison by Top 3 Brands) N = 2000 N = 800 N = 576 N = 129 8% 15% 15% 17% 20% 26% 28% 35% 43% 45% 47% 50% 55% 0% 50% 100% Other Friends / relatives recommendation Luxury brand Integrated fingerprint security Good reviews on technology forums Good information security There is a rich, diverse application stores Many promotions / discounts / after-sales Good price Famous brand Strong hardware configuration Beautiful, thin, light design Easy-to-use operation system Total 6% 12% 12% 11% 20% 16% 30% 42% 54% 54% 40% 52% 61% 0% 50% 100% Samsung 6% 17% 30% 28% 19% 51% 36% 22% 15% 58% 57% 54% 54% 0% 50% 100% Iphone 8% 18% 10% 18% 17% 21% 24% 35% 53% 27% 50% 57% 50% 0% 50% 100% Oppo EASY-TO-USE OPERATION SYSTEM, BEAUTIFUL DESIGN, STRONG HARDWARE CONFIGURATION ARE TOP 3 REASONS FOR BUYING THE SMARTPHONE Samsung = Easy-to-use operation system + Famous brand + Good price / iPhone = Famous brand + Strong hardware configuration + Easy-to-use operation system / Oppo = Beautiful design + Good price + Easy-to-use operation system
27 Why did you buy your current smartphone brand? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 8% 15% 15% 17% 20% 26% 28% 35% 43% 45% 47% 50% 55% 0% 50% 100% Other Friends / relatives recommendation Luxury brand Integrated fingerprint security Good reviews on technology forums Good information security There is a rich, diverse application stores Many promotions / discounts / after-sales Good price Famous brand Strong hardware configuration Beautiful, thin, light design Easy-to-use operation system Total 9% 18% 20% 21% 25% 32% 33% 38% 46% 48% 53% 56% 54% 0% 50% 100% 24-30 6% 13% 14% 15% 16% 26% 27% 32% 39% 43% 45% 48% 59% 0% 50% 100% 31-35 9% 13% 10% 12% 18% 19% 23% 34% 42% 43% 41% 44% 53% 0% 50% 100% Over 35 EASY-TO-USE OPERATION SYSTEM, BEAUTIFUL DESIGN, STRONG HARDWARE CONFIGURATION ARE TOP 3 REASONS FOR BUYING THE SMARTPHONE
28 Why did you buy your current smartphone brand? (Comparison by Location) N = 2000 N = 923 N = 1077 8% 15% 15% 17% 20% 26% 28% 35% 43% 45% 47% 50% 55% 0% 50% 100% Other Friends / relatives recommendation Luxury brand Integrated fingerprint security Good reviews on technology forums Good information security There is a rich, diverse application stores Many promotions / discounts / after-sales Good price Famous brand Strong hardware configuration Beautiful, thin, light design Easy-to-use operation system Total 6% 17% 17% 15% 22% 27% 28% 37% 42% 47% 46% 50% 56% 0% 50% 100% Bangkok 10% 13% 14% 18% 19% 25% 27% 34% 43% 44% 48% 49% 54% 0% 50% 100% Others EASY-TO-USE OPERATION SYSTEM, BEAUTIFUL DESIGN, STRONG HARDWARE CONFIGURATION ARE TOP 3 REASONS FOR BUYING THE SMARTPHONE
29 8% 8% 21% 35% 36% 41% 42% 43% 54% 55% 66% 67% 70% 82% 0% 50% 100% Other Health check Read books / Take notes / Look up dictionary Electronic banking services View map directions Call / Text SMS (charge fee) Shopping online Check the email Listen to music, watch movies Play games Take a picture Surf the Internet Call / Text SMS (free via Line, Messenger, etc.) Surf the social network (Facebook, Line, etc.) Total 10% 10% 25% 38% 37% 43% 47% 39% 60% 63% 69% 68% 70% 84% 0% 50% 100% 24-30 6% 8% 20% 35% 36% 38% 44% 44% 55% 54% 65% 68% 65% 80% 0% 50% 100% 31-35 8% 7% 18% 33% 36% 42% 36% 47% 46% 48% 64% 64% 72% 82% 0% 50% 100% Over 35 SURF THE SOCIAL NETWORK, CALL/ TEXT SMS AND SURF THE INTERNET ARE TOP 3 USED FUNCTIONS ON SMARTPHONE Which functions do you use most frequently in your current smartphone? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 24-30 group play games on smartphone more frequently than other older groups
30 8% 8% 21% 35% 36% 41% 42% 43% 54% 55% 66% 67% 70% 82% 0% 50% 100% Other Health check Read books / Take notes / Look up dictionary Electronic banking services View map directions Call / Text SMS (charge fee) Shopping online Check the email Listen to music, watch movies Play games Take a picture Surf the Internet Call / Text SMS (free via Line, Messenger, etc.) Surf the social network (Facebook, Line, etc.) Total 6% 8% 23% 38% 41% 41% 41% 46% 55% 57% 66% 67% 69% 82% 0% 50% 100% Bangkok 11% 8% 20% 33% 33% 42% 43% 40% 52% 54% 66% 66% 70% 83% 0% 50% 100% Others Which functions do you use most frequently in your current smartphone? (Comparison by Location) N = 2000 N = 923 N = 1077 Bangkok people view map directions on smartphone more than other cities SURF THE SOCIAL NETWORK, CALL/ TEXT SMS AND SURF THE INTERNET ARE TOP 3 USED FUNCTIONS ON SMARTPHONE
31 23% WILL SLEEP AFTER 15 MINUTES USING SMARTPHONE On average, how long would it be from the last time you used your smartphone to the time you slept? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 Over 35 group sleeps after 1 hour more than other younger groups 4% 5% 18% 23% 16% 21% 13% 0% 50% 100% More than 3 hours later After 2-3 hours After 1 hour After 15 minutes After 10 minutes After 5 minutes Sleep right away after using my smartphone Total 4% 4% 15% 23% 16% 23% 14% 0% 50% 100% 24-30 4% 5% 16% 25% 18% 21% 12% 0% 50% 100% 31-35 4% 5% 23% 23% 15% 18% 12% 0% 50% 100% Over 35
32 On average, how long would it be from the last time you used your smartphone to the time you slept? (Comparison by Location) N = 2000 N = 923 N = 1077 4% 5% 18% 23% 16% 21% 13% 0% 50% 100% More than 3 hours later After 2-3 hours After 1 hour After 15 minutes After 10 minutes After 5 minutes Sleep right away after using my smartphone Total 4% 5% 18% 24% 17% 21% 12% 0% 50% 100% Bangkok 4% 5% 18% 23% 16% 20% 14% 0% 50% 100% Others 23% WILL SLEEP AFTER 15 MINUTES USING SMARTPHONE
33 7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN What time period do you use smartphone most often? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 4% 21% 25% 11% 5% 6% 8% 12% 5% 2% 1% 1% 0% 50% 100% 23h-1h morning 21h-23h 19h-21h 17h-19h 15h-17h 13h-15h 11h-13h 9h-11h 7h-9h 5h-7h 3h-5h 1h-3h Total 4% 23% 25% 11% 5% 6% 7% 10% 5% 1% 1% 2% 0% 50% 100% 24-30 3% 24% 24% 13% 5% 5% 7% 11% 5% 2% 0% 1% 0% 50% 100% 31-35 3% 18% 25% 11% 5% 5% 10% 14% 5% 2% 0% 1% 0% 50% 100% Over 35
34 What time period do you use smartphone most often? (Comparison by Gender) 7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN 4% 21% 25% 11% 5% 6% 8% 12% 5% 2% 1% 1% 0% 20% 40% 60% 80% 100% 23h-1h morning 21h-23h 19h-21h 17h-19h 15h-17h 13h-15h 11h-13h 9h-11h 7h-9h 5h-7h 3h-5h 1h-3h Total 3% 23% 26% 11% 5% 6% 8% 11% 5% 1% 0% 1% 0% 20% 40% 60% 80% 100% Bangkok 4% 20% 24% 12% 5% 5% 8% 12% 5% 2% 1% 1% 0% 20% 40% 60% 80% 100% Others N = 2000 N = 923 N = 1077
35 8% 10% 7% 6% 4% 5% 3% 3% 7% 8% 7% 6% 15% 16% 15% 13% 21% 23% 20% 20% 37% 33% 40% 38% 9% 5% 8% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Under 1 hour From 1 to 3 hours Over 3 - 5 hours Over 5 - 7 hours Over 7 - 9 hours Over 9 - 11 hours Over 11 hours 8% 8% 8% 4% 4% 4% 7% 7% 7% 15% 15% 14% 21% 22% 21% 37% 37% 36% 9% 8% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Under 1 hour From 1 to 3 hours Over 3 - 5 hours Over 5 - 7 hours Over 7 - 9 hours Over 9 - 11 hours Over 11 hours On average, how many hours a day do you spend on your smartphone? (Comparison by Age Group & Location Group) 24-30 group spends more time on smartphone than other older groups ON AVERAGE, PEOPLE SPEND 4.38 HRS ON SMARTPHONE EVERY DAY Weighted Average Time Weighted Average Time 4.38 hrs 4.82 hrs 4.21 hrs 3.98 hrs 4.38 hrs 4.37 hrs 4.39 hrs N = 2000 N = 823 N = 462 N = 715 N = 2000 N = 923 N = 1077
36 1) Awareness and Usage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
37 4% 2% 3% 2% 45% 49% 39% 43% 50% 49% 57% 54% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung Iphone Oppo Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 4% 3% 4% 45% 47% 44% 50% 48% 52% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 96% ARE SATISFIED WITH THEIR CURRENT SMARTPHONE BRAND (4.45 SCORES OUT OF 5) What is your level of satisfaction with your most-often used smartphone? (Comparison by Top 3 Brands & Location Group) N = 2000 N = 800 N = 576 N = 129 N = 2000 N = 923 N = 1077 Weighted Average Score Weighted Average Score 4.45 4.45 4.49 4.42 4.45 4.43 4.47 iPhone owns the highest satisfaction among top 3 brands
38 20% 9% 11% 11% 13% 18% 20% 22% 26% 28% 31% 33% 42% 43% 44% 57% 0% 50% 100% Other Small and bad-sound speakers Poor warranty No 4G support Product design is not diversified Rapid falling value on the market No fingerprint security Weak connection Insensitive touch point Poor product quality Poor camera shooting Inability to resist water, dust High heat generator Usually in hanging, shaking situation Less/ limited memory Poor battery Total 19% 9% 14% 12% 12% 19% 26% 23% 28% 26% 37% 33% 40% 44% 35% 58% 0% 50% 100% 24-30 29% 14% 21% 7% 21% 14% 7% 36% 29% 36% 36% 29% 43% 43% 36% 50% 0% 50% 100% 31-35 19% 6% 3% 13% 13% 19% 19% 16% 22% 28% 22% 34% 44% 41% 59% 59% 0% 50% 100% Over 35 POOR BATTERY, LESS/ LIMITED MEMORY AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS Is there anything that you are not satisfied about the phone you are using? (Comparison by Age Group) N = 89* N = 43 N = 14** N = 32 Below 35 group are more unsatisfied with No 4G Support than other younger groups * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?” ** Small sample size
39 20% 9% 11% 11% 13% 18% 20% 22% 26% 28% 31% 33% 42% 43% 44% 57% 0% 50% 100% Other Small and bad-sound speakers Poor warranty No 4G support Product design is not diversified Rapid falling value on the market No fingerprint security Weak connection Insensitive touch point Poor product quality Poor camera shooting Inability to resist water, dust High heat generator Usually in hanging, shaking situation Less/ limited memory Poor battery Total 13% 5% 10% 8% 15% 25% 20% 25% 28% 35% 25% 33% 28% 40% 35% 45% 0% 50% 100% Bangkok 27% 12% 12% 14% 12% 12% 20% 20% 24% 22% 37% 33% 53% 45% 51% 67% 0% 50% 100% Others Is there anything that you are not satisfied about the phone you are using? (Comparison by Location) N = 89* N = 40 N = 49 Bangkok people are unsatisfied with poor product quality more than other cities While other city people are unsatisfied with high heat generator and poor camera shooting than Bangkok people * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?” POOR BATTERY, LESS/ LIMITED MEMORY AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS
40 3% 2% 1% 6% 34% 33% 17% 46% 42% 44% 48% 31% 22% 21% 34% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung Iphone Oppo I use only this brand smartphone I will prioritize using this smartphone brand I will use this smartphone brand in parallel with other brands I will change to another brand smartphone 3% 3% 3% 34% 30% 36% 42% 44% 40% 22% 23% 21% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others I use only this brand smartphone I will prioritize using this smartphone brand I will use this smartphone brand in parallel with other brands I will change to another brand smartphone 22% ARE LOYAL TO THEIR CURRENT SMARTPHONE BRAND What is the intention to continue using your current smartphone in the future? (Comparison by Top 3 Brands & Location Group) iPhone owns the highest loyalty among top 3 brands N = 2000 N = 800 N = 576 N = 129 N = 2000 N = 923 N = 1077
41 SAMSUNG AND IPHONE ARE TOP 2 BRANDS INTENDED TO BUY IN THE NEXT ONE YEAR Do you have plan to buy a new smartphone on next year ? If yes, which phone brand will be your choice? (Comparison by Age Group) 24-30 group want to buy iPhone more than other older groups While over 35 group want to buy Samsung more than other younger groups 17% 0% 0% 0% 0% 1% 1% 1% 1% 2% 4% 5% 7% 29% 31% 0% 50% 100% I don't have a need to change my smartphone Yes, LG Yes, HTC Yes, Xiaomi Yes, Lenovo Yes, Motorola Yes, Nokia - Microsoft Yes, Sony Yes, Asus Yes, Other Yes, Obi Yes, Huawei Yes, Oppo Yes, iPhone Yes, Samsung Total 17% 0% 1% 1% 0% 1% 0% 1% 1% 2% 4% 4% 8% 36% 25% 0% 50% 100% 24-30 19% 0% 0% 0% 1% 0% 0% 1% 1% 1% 3% 6% 5% 30% 31% 0% 50% 100% 31-35 17% 0% 0% 0% 0% 0% 1% 2% 2% 3% 4% 6% 8% 20% 37% 0% 50% 100% Over 35 N = 2000 N = 823 N = 462 N = 715
42 Do you have plan to buy a new smartphone on next year ? If yes, which phone brand will be your choice? (Comparison by Location) N = 2000 N = 923 N = 1077 17% 0% 0% 0% 0% 1% 1% 1% 1% 2% 4% 5% 7% 29% 31% 0% 50% 100% I don't have a need to change my smartphone Yes, LG Yes, HTC Yes, Xiaomi Yes, Lenovo Yes, Motorola Yes, Nokia - Microsoft Yes, Sony Yes, Asus Yes, Other Yes, Obi Yes, Huawei Yes, Oppo Yes, iPhone Yes, Samsung Total 15% 0% 0% 1% 0% 0% 1% 2% 1% 2% 3% 6% 6% 31% 32% 0% 50% 100% Bangkok 19% 0% 0% 0% 0% 1% 0% 1% 2% 2% 4% 5% 9% 27% 29% 0% 50% 100% Others SAMSUNG AND IPHONE ARE TOP 2 BRANDS INTENDED TO BUY IN THE NEXT ONE YEAR
43 6% 5% 7% 5% 63% 67% 64% 57% 31% 28% 28% 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Below 10,000 THB 10,000 - 30,000 THB 30,001 - 50,000 THB Over 50,000 THB 6% 7% 5% 63% 68% 58% 31% 25% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Below 10,000 THB 10,000 - 30,000 THB 30,001 - 50,000 THB Over 50,000 THB ON AVERAGE, SMARTPHONE USERS ARE WILLING TO SPEND $547 BUYING A SMARTPHONE How much spending are you willing to buy a smartphone? (Comparison by Age Group & Location Group) N = 2000 N = 823 N = 462 N = 715 31-35 age group are willing to spend more money on smartphone than other age groups While Bangkok people are willing to spend more money on smartphone more than other cities N = 2000 N = 923 N = 1077 Weighted Average Cost $527 Weighted Average Cost $527$547 $553 $569 $547 $571
44 2% 2% 1% 5% 6% 5% 15% 15% 14% 37% 34% 39% 41% 43% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Iphone 8/8 Plus (ready to launch into the market) Samsung Galaxy S8 / S8 Plus Samsung Galaxy Note (ready to launch into the market) Sony Xperia XZ Premium HTC U112% 1% 1% 2% 5% 4% 7% 6% 15% 12% 15% 18% 37% 33% 35% 43% 41% 50% 42% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Iphone 8/8 Plus (ready to launch into the market) Samsung Galaxy S8 / S8 Plus Samsung Galaxy Note (ready to launch into the market) Sony Xperia XZ Premium HTC U11 APART FROM THE PRICE FACTOR, IPHONE 8/ 8 PLUS WILL BE THE FIRST OPTION TO BUY Apart from the price factor, which phone do you want to buy in the following? (Comparison by Age Group & Location Group) N = 2000 N = 823 N = 462 N = 715 N = 2000 N = 923 N = 1077 24-30 group want to buy iPhone 8/ 8 plus more than other older groups While over 35 group want to buy Samsung Galaxy S8/ S8 plus more than other younger groups
45 SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR PRODUCT INFORMATION THEY WANT TO BUY How do you usually look information for a product you want to buy? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 12% 43% 62% 76% 0% 50% 100% Other Search through the phone app Search through social networks Search the web through a web browser (Chrome, Firefox, Safari, ..) Total 13% 50% 68% 78% 0% 50% 100% 24-30 12% 41% 61% 76% 0% 50% 100% 31-35 12% 36% 57% 73% 0% 50% 100% Over 35 24-30 group usually look for product information on the phone app more than other older groups
46 How do you usually look information for a product you want to buy? (Comparison by Location) N = 2000 N = 923 N = 1077 SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR PRODUCT INFORMATION THEY WANT TO BUY 12% 43% 62% 76% 0% 50% 100% Other Search through the phone app Search through social networks Search the web through a web browser (Chrome, Firefox, Safari, ..) Total 10% 45% 62% 78% 0% 50% 100% Bangkok 14% 41% 62% 74% 0% 50% 100% Others
47 FEEL FREE TO DROP US ANY QUESTION • Japan & Taiwan o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager) o Email: sariya.a@di-mktg.com o Contact number: +66 876 724 832
48 • Indonesia o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654 FEEL FREE TO DROP US ANY QUESTION
49

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SMARTPHONE USAGE BEHAVIOR IN THAILAND

  • 1. STUDY ABOUT SMARTPHONE USAGE BEHAVIOR IN THAILAND BY DI-MARKETING (www.di-onlinesurvey.com) Jul, 2017
  • 2. 1 SURVEY DESIGN  This survey was conducted to study about Smartphone Usage Behavior in Thailand  Methodology: Online survey  Fieldwork time: 5 days (17/07/2017 – 21/07/2017)  Sample size: N = 2000  Geography: Nationwide
  • 3. 2 RESPONDENTS SELECTION Respondents of this survey had to be qualified below criteria  Age : From 24 years old and above  Gender : Both Female and Male  Usage : Smartphone
  • 4. 3 KEY FINDINGS 1) Awareness and Usage • Overall, Samsung (83%), iPhone (79%), Oppo (66%) are top 3 well-known smartphone brands in Thailand • Samsung (40%), iPhone (29%), Oppo (6%) are top 3 most-used smartphone in Thailand • TV ads, Facebook ads and point of sale are top 3 channels to leverage the brand awareness of smartphone • 59% are owning from 2 smartphones and above 2) Usage Behaviors • Specialized store of portable phones is the most popular channel to buy a smartphone • Easy-to-use operation system, beautiful design, strong hardware configuration are top 3 reasons for buying the smartphone • Surf the social network, call/ text SMS and surf the internet are top 3 used functions on smartphone • 7pm – 9pm are the period of time using smartphone most often • On average, people spend 4.38 hours on smartphone every day 3) Actual Satisfaction & Future Purchase Intention • 96% are satisfied with their current smartphone brand (4.45 scores out of 5) • Poor battery, less/ limited memory and usually shaking situation are top 3 unsatisfied things • 22% are loyal to their current smartphone brand • On average, smartphone users are willing to spend $547 buying a smartphone • Samsung and iPhone are top 2 brands intended to buy in the next one year
  • 5. 4 VIETNAM & THAILAND COMPARISON KEY FINDINGS VIETNAM THAILAND Top 3 well-known smartphone brands • Samsung (92%) • iPhone (82%) • Oppo (75%) • Samsung (83%) • iPhone (79%) • Oppo (66%) Top 3 used smartphone brands • Samsung (48%) • iPhone (21%) • Sony (6%) • Samsung (40%) • iPhone (29%) • Oppo (6%) Brand awareness channels • TV ads • Point of sale • Facebook ads • TV ads • Facebook ads • Point of sale Satisfaction 86% are satisfied with their current smartphone brand 96% are satisfied with their current smartphone brand Loyalty 16% are loyal to their current smartphone brand 22% are loyal to their current smartphone brand Spending time 4.62 hours on smartphone every day 4.38 hours on smartphone every day Spending money $368 $547
  • 6. 5 N = 2000 DEMOGRAPHIC INFORMATION GenderAge OccupationLiving Place 8% 9% 19% 23% 41% Over 45 41-45 36-40 31-35 24-30 43% 1% 1% 2% 7% 46% Others Ubonrajthani Khonkaen Nakornrajsima Chiangmai Bangkok 41% 59% Male Female 17% 2% 2% 6% 6% 8% 13% 45% Other Worker Student Job seeker / Retired Engineer / Doctor / Teacher Housewife Self-employed Office Worker
  • 7. 6 1) Awareness and Usage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
  • 8. 7 OVERALL, SAMSUNG (83%), IPHONE (79%), OPPO (66%) ARE TOP 3 WELL-KNOWN SMARTPHONE BRANDS IN THAILAND Which smartphone brands do you know in the following? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 12% 20% 25% 41% 42% 45% 47% 50% 50% 57% 60% 66% 79% 83% 0% 50% 100% Others Xiaomi WIKO HTC Nokia - Microsoft LG Sony Asus Lenovo Vivo Huawei Oppo Iphone Samsung Total 13% 20% 27% 43% 46% 48% 48% 50% 50% 58% 59% 65% 83% 80% 0% 50% 100% 24-30 12% 21% 27% 40% 41% 43% 48% 49% 48% 58% 62% 68% 81% 85% 0% 50% 100% 31-35 12% 19% 22% 39% 38% 42% 45% 50% 51% 56% 61% 65% 73% 85% 0% 50% 100% Over 35
  • 9. 8 Which smartphone brands do you know in the following? (Comparison by Location) N = 2000 N = 923 N = 1077 Vivo is more popular in other cities than in Bangkok 12% 20% 25% 41% 42% 45% 47% 50% 50% 57% 60% 66% 79% 83% 0% 20% 40% 60% 80% 100% Others Xiaomi WIKO HTC Nokia - Microsoft LG Sony Asus Lenovo Vivo Huawei Oppo Iphone Samsung Total 9% 21% 24% 42% 40% 45% 48% 49% 50% 52% 61% 63% 81% 81% 0% 20% 40% 60% 80% 100% Bangkok 15% 19% 26% 40% 43% 44% 46% 50% 49% 62% 60% 68% 77% 84% 0% 20% 40% 60% 80% 100% Others OVERALL, SAMSUNG (83%), IPHONE (79%), OPPO (66%) ARE TOP 3 WELL-KNOWN SMARTPHONE BRANDS IN THAILAND
  • 10. 9 TV ADS, FACEBOOK ADS AND POINT OF SALE ARE TOP 3 CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE Through which source/ channel do you know about phone brands? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 24-30 group knows about smartphone brand through word of mouth more than other older groups 11% 21% 23% 30% 30% 36% 38% 56% 59% 67% 87% 0% 50% 100% Other Billboards outdoors, indoors SMS, Email Advertisement Ads from newspaper, magazine print Smartphone applications, eg. viber, zalo, ... Friend / relative introduction Ads from websites, forums (except Facebook) Seeing other people using that brand See at the phone store Facebook ads TV ads Total 11% 22% 24% 28% 33% 41% 40% 59% 60% 71% 88% 0% 50% 100% 24-30 10% 20% 24% 29% 29% 34% 36% 57% 57% 69% 88% 0% 50% 100% 31-35 10% 20% 22% 34% 27% 32% 36% 52% 60% 61% 86% 0% 50% 100% Over 35
  • 11. 10 Through which source/ channel do you know about phone brands? (Comparison by Location) N = 2000 N = 923 N = 1077 Bangkok people know more about smartphone brand through billboards outdoors/ indoors more than other cities 11% 21% 23% 30% 30% 36% 38% 56% 59% 67% 87% 0% 50% 100% Other Billboards outdoors, indoors SMS, Email Advertisement Ads from newspaper, magazine print Smartphone applications, eg. viber, zalo, ... Friend / relative introduction Ads from websites, forums (except Facebook) Seeing other people using that brand See at the phone store Facebook ads TV ads Total 7% 25% 24% 31% 30% 37% 37% 58% 55% 68% 88% 0% 50% 100% Bangkok 14% 17% 22% 29% 30% 35% 38% 55% 62% 66% 87% 0% 50% 100% Others TV ADS, FACEBOOK ADS AND POINT OF SALE ARE TOP 3 CHANNELS TO LEVERAGE THE BRAND AWARENESS OF SMARTPHONE
  • 12. 11 9% 8% 8% 10% 9% 8% 9% 11% 42% 42% 44% 40% 41% 42% 39% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 1 2 3 Over 3 9% 7% 10% 9% 10% 9% 42% 45% 39% 41% 39% 42% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others 1 2 3 Over 3 59% ARE OWNING AT LEAST TWO SMARTPHONE How many smartphones do you own? (Comparison by Location Group & Age Group) N = 2000 N = 823 N = 462 N = 715 N = 2000 N = 923 N = 1077
  • 13. 12 SAMSUNG (40%), IPHONE (29%), OPPO (6%) ARE TOP 3 MOST-USED SMARTPHONE BRANDS IN THAILAND Which smartphone do you use most often? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 6% 0% 0% 0% 1% 1% 1% 2% 4% 4% 5% 6% 29% 40% 0% 50% 100% Others HTC Xiaomi Nokia - Microsoft LG Sony WIKO Lenovo Huawei Asus Vivo Oppo Iphone Samsung Total 6% 0% 0% 0% 1% 1% 1% 1% 3% 2% 5% 9% 35% 36% 0% 50% 100% 24-30 4% 0% 0% 0% 1% 2% 2% 2% 5% 3% 4% 6% 33% 39% 0% 50% 100% 31-35 8% 0% 0% 1% 0% 1% 2% 3% 4% 7% 6% 5% 19% 45% 0% 50% 100% Over 35
  • 14. 13 Which smartphone do you use most often? (Comparison by Location) N = 2000 N = 923 N = 1077 6% 0% 0% 0% 1% 1% 1% 2% 4% 4% 5% 6% 29% 40% 0% 20% 40% 60% 80% 100% Others HTC Xiaomi Nokia - Microsoft LG Sony WIKO Lenovo Huawei Asus Vivo Oppo Iphone Samsung Total 5% 0% 0% 0% 1% 2% 1% 2% 4% 3% 3% 4% 33% 41% 0% 20% 40% 60% 80% 100% Bangkok 7% 0% 0% 1% 1% 1% 1% 2% 3% 5% 6% 8% 25% 39% 0% 20% 40% 60% 80% 100% Others SAMSUNG (40%), IPHONE (29%), OPPO (6%) ARE TOP 3 MOST-USED SMARTPHONE BRANDS IN THAILAND Bangkok people use iPhone more than other cities
  • 15. 14 14% 15% 13% 17% 21% 13% 19% 15% 23% 19% 20% 18% 31% 29% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Samsung Galaxy J (1, 2,3,5,7) Samsung Galaxy S (1,2,3,4,5,6,7,7 Edge, 8.8 +) Other Samsung series Samsung Galaxy Note (1,2,3,4,5,6,7) Samsung Galaxy A (3,5,7,9) AMONG SAMSUNG USERS, GALAXY J IS THE MOST USED LINE (31%) Which Samsung phone are you using most often? (Comparison by Location Group & Age Group) N = 800* N =293 N = 182 N = 325 N = 800* N = 375 N = 425 * Who chose “Samsung” in Q:” Which smartphone do you use most often?” 14% 11% 16% 16% 17% 16% 19% 17% 19% 22% 18% 17% 19% 23% 13% 19% 31% 28% 34% 32% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Samsung Galaxy J (1, 2,3,5,7) Samsung Galaxy S (1,2,3,4,5,6,7,7 Edge, 8.8 +) Other Samsung series Samsung Galaxy Note (1,2,3,4,5,6,7) Samsung Galaxy A (3,5,7,9)
  • 16. 15 AMONG SAMSUNG GALAXY S LINE USERS GALAXY S7 EDGE, S6 AND S5 ARE TOP MOST USED If you are using the Samsung Galaxy S line, the product you use most often is: (Comparison by Age Group) N = 154* N = 68 N = 24 N = 62 Over 35 group uses Samsung Galaxy S5 more than other younger groups * Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?” 3% 3% 6% 7% 7% 8% 12% 14% 18% 21% 0% 50% 100% Samsung Galaxy S3 Samsung Galaxy S8 Plus Samsung Galaxy S4 Samsung Galaxy S1 Samsung Galaxy S2 Samsung Galaxy S8 Samsung Galaxy S7 Samsung Galaxy S5 Samsung Galaxy S6 Samsung Galaxy S7 Edge Total 4% 4% 6% 9% 7% 7% 13% 4% 21% 24% 0% 50% 100% 24-30 0% 0% 8% 4% 8% 13% 8% 13% 25% 21% 0% 50% 100% 31-35 3% 3% 6% 6% 6% 8% 11% 24% 11% 19% 0% 50% 100% Over 35
  • 17. 16 If you are using the Samsung Galaxy S line, the product you use most often is: (Comparison by Location) N = 154* N = 76 N = 78 * Who chose “Samsung Galaxy S” in Q:” Which Samsung phone are you using most often?” 3% 3% 6% 7% 7% 8% 12% 14% 18% 21% 0% 20% 40% 60% 80% 100% Samsung Galaxy S3 Samsung Galaxy S8 Plus Samsung Galaxy S4 Samsung Galaxy S1 Samsung Galaxy S2 Samsung Galaxy S8 Samsung Galaxy S7 Samsung Galaxy S5 Samsung Galaxy S6 Samsung Galaxy S7 Edge Total 1% 5% 8% 4% 4% 9% 9% 16% 17% 26% 0% 20% 40% 60% 80% 100% Bangkok 5% 1% 5% 10% 10% 8% 14% 12% 18% 17% 0% 20% 40% 60% 80% 100% Others AMONG SAMSUNG GALAXY S LINE USERS GALAXY S7 EDGE, S6 AND S5 ARE TOP MOST USED
  • 18. 17 Which iPhone are you using most often? (Comparison by Age Group) N = 576* N = 284 N = 153 N = 139 AMONG IPHONE USERS IPHONE 5S, 6 AND 6S PLUS ARE TOP MOST USED * Who chose “iPhone” in Q:” Which smartphone do you use most often?” 0% 1% 2% 5% 6% 7% 10% 11% 12% 12% 15% 19% 0% 50% 100% IPhone 5C IPhone 3G IPhone 4 IPhone 7 Plus IPhone 4S IPhone 7 IPhone 6 Plus IPhone 5 IPhone 6S IPhone 6S Plus IPhone 6 IPhone 5S Total 0% 1% 1% 4% 7% 7% 8% 13% 11% 17% 12% 18% 0% 50% 100% 24-30 0% 0% 1% 7% 6% 8% 12% 7% 14% 10% 18% 18% 0% 50% 100% 31-35 1% 1% 5% 6% 4% 6% 11% 12% 13% 6% 15% 21% 0% 50% 100% Over 35
  • 19. 18 Which iPhone are you using most often? (Comparison by Location) N = 576* N = 306 N = 270 * Who chose “iPhone” in Q:” Which smartphone do you use most often?” 0% 1% 2% 5% 6% 7% 10% 11% 12% 12% 15% 19% 0% 20% 40% 60% 80% 100% IPhone 5C IPhone 3G IPhone 4 IPhone 7 Plus IPhone 4S IPhone 7 IPhone 6 Plus IPhone 5 IPhone 6S IPhone 6S Plus IPhone 6 IPhone 5S Total 0% 0% 2% 5% 5% 5% 12% 9% 11% 18% 14% 18% 0% 20% 40% 60% 80% 100% Bangkok 0% 1% 2% 6% 7% 9% 8% 13% 14% 6% 15% 19% 0% 20% 40% 60% 80% 100% Others AMONG IPHONE USERS IPHONE 5S, 6 AND 6S PLUS ARE TOP MOST USED Bangkok people use iPhone 6S Plus more than other cities
  • 20. 19 1% 2% 1% 11% 10% 13% 25% 26% 23% 22% 19% 25% 40% 42% 39% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others 16GB 32GB 64GB 128GB 256GB 1% 2% 2% 11% 9% 14% 13% 25% 20% 31% 27% 22% 19% 25% 25% 40% 50% 29% 33% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 16GB 32GB 64GB 128GB 256GB How much internal memory capacity of your current iPhone? (Comparison by Location Group & Age Group) N = 576* N = 284 N = 153 N = 139 Over 30 groups use internal memory capacity more than 24-30 age group N = 576* N = 306 N = 270 AMONG IPHONE USERS 16GB ARE THE MOST POPULAR INTERNAL MEMORY CAPACITY * Who chose “iPhone” in Q:” Which smartphone do you use most often?”
  • 21. 20 1) Awareness and Usage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
  • 22. 21 16% 3% 4% 9% 80% 0% 50% 100% Other Small retail stores The retail chain (Power Buy, Power Mall) Electric appliance supermarket (Banana IT, IT City) Specialized stores of portable phones (Jaymart) Total 16% 6% 6% 13% 80% 0% 50% 100% 24-30 15% 2% 3% 7% 80% 0% 50% 100% 31-35 16% 1% 3% 5% 81% 0% 50% 100% Over 35 SPECIALIZED STORE OF PORTABLE PHONES IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE Where do you often buy smartphone? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 24-30 group buy smartphone in electric appliance supermarket more often than other older groups
  • 23. 22 16% 3% 4% 9% 80% 0% 50% 100% Other Small retail stores The retail chain (Power Buy, Power Mall) Electric appliance supermarket (Banana IT, IT City) Specialized stores of portable phones (Jaymart) Total 16% 4% 6% 12% 79% 0% 50% 100% Bangkok 16% 3% 3% 6% 81% 0% 50% 100% Others Where do you often buy smartphone? (Comparison by Location) N = 2000 N = 923 N = 1077 Bangkok people buy smartphone in electric appliance supermarket more often than other cities SPECIALIZED STORE OF PORTABLE PHONES IS THE MOST POPULAR CHANNEL TO BUY A SMARTPHONE
  • 24. 23 2% 9% 24% 29% 38% 45% 47% 51% 62% 62% 63% 64% 66% 69% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Touch function CPU (microprocessor) RAM Back camera resolution (Mega pixel) Screen size (inch) Screen resolution (HD, Full HD, etc.) Front camera resolution (Mega pixel) Battery capacity (battery life) Internal memory (ROM) Total 3% 9% 26% 27% 45% 41% 46% 52% 63% 67% 64% 66% 70% 70% 0% 50% 100% Samsung 2% 6% 25% 30% 16% 48% 37% 36% 57% 51% 59% 56% 56% 61% 0% 50% 100% Iphone 1% 9% 23% 31% 48% 47% 56% 55% 68% 64% 66% 76% 66% 76% 0% 50% 100% Oppo What hardware information are you interested in when buying a smartphone? (Comparison by Top 3 Brands) Samsung = Internal memory + Battery life + Screen Size / iPhone = Internal memory + Screen resolution + Back camera resolution. Oppo = Internal memory + Front camera resolution + Back camera resolution N = 2000 N = 800 N = 576 N = 129 INTERNAL MEMORY, BATTERY LIFE AND FRONT CAMERA RESOLUTION ARE TOP 3 INTERESTED HARDWARE WHEN BUYING A SMARTPHONE
  • 25. 24 What hardware information are you interested in when buying a smartphone? (Comparison by Age Group) 24-30 group are interested in screen resolution, back camera resolution and graphics chip more than other older groups 2% 9% 24% 29% 38% 45% 47% 51% 62% 62% 63% 64% 66% 69% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Touch function CPU (microprocessor) RAM Back camera resolution (Mega pixel) Screen size (inch) Screen resolution (HD, Full HD, etc.) Front camera resolution (Mega pixel) Battery capacity (battery life) Internal memory (ROM) Total 2% 12% 28% 36% 36% 49% 48% 52% 67% 63% 68% 69% 64% 70% 0% 50% 100% 24-30 2% 8% 22% 27% 32% 41% 45% 48% 57% 61% 58% 62% 65% 68% 0% 50% 100% 31-35 2% 8% 22% 23% 43% 42% 46% 50% 60% 63% 60% 59% 68% 69% 0% 50% 100% Over 35 N = 2000 N = 823 N = 462 N = 715 INTERNAL MEMORY, BATTERY LIFE AND FRONT CAMERA RESOLUTION ARE TOP 3 INTERESTED HARDWARE WHEN BUYING A SMARTPHONE
  • 26. 25 2% 9% 24% 29% 38% 45% 47% 51% 62% 62% 63% 64% 66% 69% 0% 50% 100% I do not care about hardware part Other Aluminum shell design Graphics Chip Capable of expanding memory Touch function CPU (microprocessor) RAM Back camera resolution (Mega pixel) Screen size (inch) Screen resolution (HD, Full HD, etc.) Front camera resolution (Mega pixel) Battery capacity (battery life) Internal memory (ROM) Total 1% 7% 24% 30% 36% 45% 46% 50% 61% 63% 63% 61% 65% 68% 0% 50% 100% Bangkok 3% 12% 25% 29% 39% 44% 47% 51% 63% 62% 63% 66% 66% 69% 0% 50% 100% Others What hardware information are you interested in when buying a smartphone? (Comparison by Location) N = 2000 N = 923 N = 1077 INTERNAL MEMORY, BATTERY LIFE AND FRONT CAMERA RESOLUTION ARE TOP 3 INTERESTED HARDWARE WHEN BUYING A SMARTPHONE
  • 27. 26 Why did you buy your current smartphone brand? (Comparison by Top 3 Brands) N = 2000 N = 800 N = 576 N = 129 8% 15% 15% 17% 20% 26% 28% 35% 43% 45% 47% 50% 55% 0% 50% 100% Other Friends / relatives recommendation Luxury brand Integrated fingerprint security Good reviews on technology forums Good information security There is a rich, diverse application stores Many promotions / discounts / after-sales Good price Famous brand Strong hardware configuration Beautiful, thin, light design Easy-to-use operation system Total 6% 12% 12% 11% 20% 16% 30% 42% 54% 54% 40% 52% 61% 0% 50% 100% Samsung 6% 17% 30% 28% 19% 51% 36% 22% 15% 58% 57% 54% 54% 0% 50% 100% Iphone 8% 18% 10% 18% 17% 21% 24% 35% 53% 27% 50% 57% 50% 0% 50% 100% Oppo EASY-TO-USE OPERATION SYSTEM, BEAUTIFUL DESIGN, STRONG HARDWARE CONFIGURATION ARE TOP 3 REASONS FOR BUYING THE SMARTPHONE Samsung = Easy-to-use operation system + Famous brand + Good price / iPhone = Famous brand + Strong hardware configuration + Easy-to-use operation system / Oppo = Beautiful design + Good price + Easy-to-use operation system
  • 28. 27 Why did you buy your current smartphone brand? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 8% 15% 15% 17% 20% 26% 28% 35% 43% 45% 47% 50% 55% 0% 50% 100% Other Friends / relatives recommendation Luxury brand Integrated fingerprint security Good reviews on technology forums Good information security There is a rich, diverse application stores Many promotions / discounts / after-sales Good price Famous brand Strong hardware configuration Beautiful, thin, light design Easy-to-use operation system Total 9% 18% 20% 21% 25% 32% 33% 38% 46% 48% 53% 56% 54% 0% 50% 100% 24-30 6% 13% 14% 15% 16% 26% 27% 32% 39% 43% 45% 48% 59% 0% 50% 100% 31-35 9% 13% 10% 12% 18% 19% 23% 34% 42% 43% 41% 44% 53% 0% 50% 100% Over 35 EASY-TO-USE OPERATION SYSTEM, BEAUTIFUL DESIGN, STRONG HARDWARE CONFIGURATION ARE TOP 3 REASONS FOR BUYING THE SMARTPHONE
  • 29. 28 Why did you buy your current smartphone brand? (Comparison by Location) N = 2000 N = 923 N = 1077 8% 15% 15% 17% 20% 26% 28% 35% 43% 45% 47% 50% 55% 0% 50% 100% Other Friends / relatives recommendation Luxury brand Integrated fingerprint security Good reviews on technology forums Good information security There is a rich, diverse application stores Many promotions / discounts / after-sales Good price Famous brand Strong hardware configuration Beautiful, thin, light design Easy-to-use operation system Total 6% 17% 17% 15% 22% 27% 28% 37% 42% 47% 46% 50% 56% 0% 50% 100% Bangkok 10% 13% 14% 18% 19% 25% 27% 34% 43% 44% 48% 49% 54% 0% 50% 100% Others EASY-TO-USE OPERATION SYSTEM, BEAUTIFUL DESIGN, STRONG HARDWARE CONFIGURATION ARE TOP 3 REASONS FOR BUYING THE SMARTPHONE
  • 30. 29 8% 8% 21% 35% 36% 41% 42% 43% 54% 55% 66% 67% 70% 82% 0% 50% 100% Other Health check Read books / Take notes / Look up dictionary Electronic banking services View map directions Call / Text SMS (charge fee) Shopping online Check the email Listen to music, watch movies Play games Take a picture Surf the Internet Call / Text SMS (free via Line, Messenger, etc.) Surf the social network (Facebook, Line, etc.) Total 10% 10% 25% 38% 37% 43% 47% 39% 60% 63% 69% 68% 70% 84% 0% 50% 100% 24-30 6% 8% 20% 35% 36% 38% 44% 44% 55% 54% 65% 68% 65% 80% 0% 50% 100% 31-35 8% 7% 18% 33% 36% 42% 36% 47% 46% 48% 64% 64% 72% 82% 0% 50% 100% Over 35 SURF THE SOCIAL NETWORK, CALL/ TEXT SMS AND SURF THE INTERNET ARE TOP 3 USED FUNCTIONS ON SMARTPHONE Which functions do you use most frequently in your current smartphone? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 24-30 group play games on smartphone more frequently than other older groups
  • 31. 30 8% 8% 21% 35% 36% 41% 42% 43% 54% 55% 66% 67% 70% 82% 0% 50% 100% Other Health check Read books / Take notes / Look up dictionary Electronic banking services View map directions Call / Text SMS (charge fee) Shopping online Check the email Listen to music, watch movies Play games Take a picture Surf the Internet Call / Text SMS (free via Line, Messenger, etc.) Surf the social network (Facebook, Line, etc.) Total 6% 8% 23% 38% 41% 41% 41% 46% 55% 57% 66% 67% 69% 82% 0% 50% 100% Bangkok 11% 8% 20% 33% 33% 42% 43% 40% 52% 54% 66% 66% 70% 83% 0% 50% 100% Others Which functions do you use most frequently in your current smartphone? (Comparison by Location) N = 2000 N = 923 N = 1077 Bangkok people view map directions on smartphone more than other cities SURF THE SOCIAL NETWORK, CALL/ TEXT SMS AND SURF THE INTERNET ARE TOP 3 USED FUNCTIONS ON SMARTPHONE
  • 32. 31 23% WILL SLEEP AFTER 15 MINUTES USING SMARTPHONE On average, how long would it be from the last time you used your smartphone to the time you slept? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 Over 35 group sleeps after 1 hour more than other younger groups 4% 5% 18% 23% 16% 21% 13% 0% 50% 100% More than 3 hours later After 2-3 hours After 1 hour After 15 minutes After 10 minutes After 5 minutes Sleep right away after using my smartphone Total 4% 4% 15% 23% 16% 23% 14% 0% 50% 100% 24-30 4% 5% 16% 25% 18% 21% 12% 0% 50% 100% 31-35 4% 5% 23% 23% 15% 18% 12% 0% 50% 100% Over 35
  • 33. 32 On average, how long would it be from the last time you used your smartphone to the time you slept? (Comparison by Location) N = 2000 N = 923 N = 1077 4% 5% 18% 23% 16% 21% 13% 0% 50% 100% More than 3 hours later After 2-3 hours After 1 hour After 15 minutes After 10 minutes After 5 minutes Sleep right away after using my smartphone Total 4% 5% 18% 24% 17% 21% 12% 0% 50% 100% Bangkok 4% 5% 18% 23% 16% 20% 14% 0% 50% 100% Others 23% WILL SLEEP AFTER 15 MINUTES USING SMARTPHONE
  • 34. 33 7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN What time period do you use smartphone most often? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 4% 21% 25% 11% 5% 6% 8% 12% 5% 2% 1% 1% 0% 50% 100% 23h-1h morning 21h-23h 19h-21h 17h-19h 15h-17h 13h-15h 11h-13h 9h-11h 7h-9h 5h-7h 3h-5h 1h-3h Total 4% 23% 25% 11% 5% 6% 7% 10% 5% 1% 1% 2% 0% 50% 100% 24-30 3% 24% 24% 13% 5% 5% 7% 11% 5% 2% 0% 1% 0% 50% 100% 31-35 3% 18% 25% 11% 5% 5% 10% 14% 5% 2% 0% 1% 0% 50% 100% Over 35
  • 35. 34 What time period do you use smartphone most often? (Comparison by Gender) 7PM – 9PM ARE THE PERIOD OF TIME USING SMARTPHONE MOST OFTEN 4% 21% 25% 11% 5% 6% 8% 12% 5% 2% 1% 1% 0% 20% 40% 60% 80% 100% 23h-1h morning 21h-23h 19h-21h 17h-19h 15h-17h 13h-15h 11h-13h 9h-11h 7h-9h 5h-7h 3h-5h 1h-3h Total 3% 23% 26% 11% 5% 6% 8% 11% 5% 1% 0% 1% 0% 20% 40% 60% 80% 100% Bangkok 4% 20% 24% 12% 5% 5% 8% 12% 5% 2% 1% 1% 0% 20% 40% 60% 80% 100% Others N = 2000 N = 923 N = 1077
  • 36. 35 8% 10% 7% 6% 4% 5% 3% 3% 7% 8% 7% 6% 15% 16% 15% 13% 21% 23% 20% 20% 37% 33% 40% 38% 9% 5% 8% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Under 1 hour From 1 to 3 hours Over 3 - 5 hours Over 5 - 7 hours Over 7 - 9 hours Over 9 - 11 hours Over 11 hours 8% 8% 8% 4% 4% 4% 7% 7% 7% 15% 15% 14% 21% 22% 21% 37% 37% 36% 9% 8% 9% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Under 1 hour From 1 to 3 hours Over 3 - 5 hours Over 5 - 7 hours Over 7 - 9 hours Over 9 - 11 hours Over 11 hours On average, how many hours a day do you spend on your smartphone? (Comparison by Age Group & Location Group) 24-30 group spends more time on smartphone than other older groups ON AVERAGE, PEOPLE SPEND 4.38 HRS ON SMARTPHONE EVERY DAY Weighted Average Time Weighted Average Time 4.38 hrs 4.82 hrs 4.21 hrs 3.98 hrs 4.38 hrs 4.37 hrs 4.39 hrs N = 2000 N = 823 N = 462 N = 715 N = 2000 N = 923 N = 1077
  • 37. 36 1) Awareness and Usage 2) Usage Behaviors 3) Actual Satisfaction & Future Purchase Intention CONTENT
  • 38. 37 4% 2% 3% 2% 45% 49% 39% 43% 50% 49% 57% 54% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung Iphone Oppo Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 4% 3% 4% 45% 47% 44% 50% 48% 52% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Very satisfied Satisfied Normal Unsatisfied Very unsatisfied 96% ARE SATISFIED WITH THEIR CURRENT SMARTPHONE BRAND (4.45 SCORES OUT OF 5) What is your level of satisfaction with your most-often used smartphone? (Comparison by Top 3 Brands & Location Group) N = 2000 N = 800 N = 576 N = 129 N = 2000 N = 923 N = 1077 Weighted Average Score Weighted Average Score 4.45 4.45 4.49 4.42 4.45 4.43 4.47 iPhone owns the highest satisfaction among top 3 brands
  • 39. 38 20% 9% 11% 11% 13% 18% 20% 22% 26% 28% 31% 33% 42% 43% 44% 57% 0% 50% 100% Other Small and bad-sound speakers Poor warranty No 4G support Product design is not diversified Rapid falling value on the market No fingerprint security Weak connection Insensitive touch point Poor product quality Poor camera shooting Inability to resist water, dust High heat generator Usually in hanging, shaking situation Less/ limited memory Poor battery Total 19% 9% 14% 12% 12% 19% 26% 23% 28% 26% 37% 33% 40% 44% 35% 58% 0% 50% 100% 24-30 29% 14% 21% 7% 21% 14% 7% 36% 29% 36% 36% 29% 43% 43% 36% 50% 0% 50% 100% 31-35 19% 6% 3% 13% 13% 19% 19% 16% 22% 28% 22% 34% 44% 41% 59% 59% 0% 50% 100% Over 35 POOR BATTERY, LESS/ LIMITED MEMORY AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS Is there anything that you are not satisfied about the phone you are using? (Comparison by Age Group) N = 89* N = 43 N = 14** N = 32 Below 35 group are more unsatisfied with No 4G Support than other younger groups * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?” ** Small sample size
  • 40. 39 20% 9% 11% 11% 13% 18% 20% 22% 26% 28% 31% 33% 42% 43% 44% 57% 0% 50% 100% Other Small and bad-sound speakers Poor warranty No 4G support Product design is not diversified Rapid falling value on the market No fingerprint security Weak connection Insensitive touch point Poor product quality Poor camera shooting Inability to resist water, dust High heat generator Usually in hanging, shaking situation Less/ limited memory Poor battery Total 13% 5% 10% 8% 15% 25% 20% 25% 28% 35% 25% 33% 28% 40% 35% 45% 0% 50% 100% Bangkok 27% 12% 12% 14% 12% 12% 20% 20% 24% 22% 37% 33% 53% 45% 51% 67% 0% 50% 100% Others Is there anything that you are not satisfied about the phone you are using? (Comparison by Location) N = 89* N = 40 N = 49 Bangkok people are unsatisfied with poor product quality more than other cities While other city people are unsatisfied with high heat generator and poor camera shooting than Bangkok people * Who chose “Normal/ Unsatisfied/ Very unsatisfied” in Q:” What is your level of satisfaction with your most-often used smartphone?” POOR BATTERY, LESS/ LIMITED MEMORY AND USUALLY SHAKING SITUATION ARE TOP 3 UNSATISFIED THINGS
  • 41. 40 3% 2% 1% 6% 34% 33% 17% 46% 42% 44% 48% 31% 22% 21% 34% 17% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Samsung Iphone Oppo I use only this brand smartphone I will prioritize using this smartphone brand I will use this smartphone brand in parallel with other brands I will change to another brand smartphone 3% 3% 3% 34% 30% 36% 42% 44% 40% 22% 23% 21% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others I use only this brand smartphone I will prioritize using this smartphone brand I will use this smartphone brand in parallel with other brands I will change to another brand smartphone 22% ARE LOYAL TO THEIR CURRENT SMARTPHONE BRAND What is the intention to continue using your current smartphone in the future? (Comparison by Top 3 Brands & Location Group) iPhone owns the highest loyalty among top 3 brands N = 2000 N = 800 N = 576 N = 129 N = 2000 N = 923 N = 1077
  • 42. 41 SAMSUNG AND IPHONE ARE TOP 2 BRANDS INTENDED TO BUY IN THE NEXT ONE YEAR Do you have plan to buy a new smartphone on next year ? If yes, which phone brand will be your choice? (Comparison by Age Group) 24-30 group want to buy iPhone more than other older groups While over 35 group want to buy Samsung more than other younger groups 17% 0% 0% 0% 0% 1% 1% 1% 1% 2% 4% 5% 7% 29% 31% 0% 50% 100% I don't have a need to change my smartphone Yes, LG Yes, HTC Yes, Xiaomi Yes, Lenovo Yes, Motorola Yes, Nokia - Microsoft Yes, Sony Yes, Asus Yes, Other Yes, Obi Yes, Huawei Yes, Oppo Yes, iPhone Yes, Samsung Total 17% 0% 1% 1% 0% 1% 0% 1% 1% 2% 4% 4% 8% 36% 25% 0% 50% 100% 24-30 19% 0% 0% 0% 1% 0% 0% 1% 1% 1% 3% 6% 5% 30% 31% 0% 50% 100% 31-35 17% 0% 0% 0% 0% 0% 1% 2% 2% 3% 4% 6% 8% 20% 37% 0% 50% 100% Over 35 N = 2000 N = 823 N = 462 N = 715
  • 43. 42 Do you have plan to buy a new smartphone on next year ? If yes, which phone brand will be your choice? (Comparison by Location) N = 2000 N = 923 N = 1077 17% 0% 0% 0% 0% 1% 1% 1% 1% 2% 4% 5% 7% 29% 31% 0% 50% 100% I don't have a need to change my smartphone Yes, LG Yes, HTC Yes, Xiaomi Yes, Lenovo Yes, Motorola Yes, Nokia - Microsoft Yes, Sony Yes, Asus Yes, Other Yes, Obi Yes, Huawei Yes, Oppo Yes, iPhone Yes, Samsung Total 15% 0% 0% 1% 0% 0% 1% 2% 1% 2% 3% 6% 6% 31% 32% 0% 50% 100% Bangkok 19% 0% 0% 0% 0% 1% 0% 1% 2% 2% 4% 5% 9% 27% 29% 0% 50% 100% Others SAMSUNG AND IPHONE ARE TOP 2 BRANDS INTENDED TO BUY IN THE NEXT ONE YEAR
  • 44. 43 6% 5% 7% 5% 63% 67% 64% 57% 31% 28% 28% 37% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Below 10,000 THB 10,000 - 30,000 THB 30,001 - 50,000 THB Over 50,000 THB 6% 7% 5% 63% 68% 58% 31% 25% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Below 10,000 THB 10,000 - 30,000 THB 30,001 - 50,000 THB Over 50,000 THB ON AVERAGE, SMARTPHONE USERS ARE WILLING TO SPEND $547 BUYING A SMARTPHONE How much spending are you willing to buy a smartphone? (Comparison by Age Group & Location Group) N = 2000 N = 823 N = 462 N = 715 31-35 age group are willing to spend more money on smartphone than other age groups While Bangkok people are willing to spend more money on smartphone more than other cities N = 2000 N = 923 N = 1077 Weighted Average Cost $527 Weighted Average Cost $527$547 $553 $569 $547 $571
  • 45. 44 2% 2% 1% 5% 6% 5% 15% 15% 14% 37% 34% 39% 41% 43% 40% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total Bangkok Others Iphone 8/8 Plus (ready to launch into the market) Samsung Galaxy S8 / S8 Plus Samsung Galaxy Note (ready to launch into the market) Sony Xperia XZ Premium HTC U112% 1% 1% 2% 5% 4% 7% 6% 15% 12% 15% 18% 37% 33% 35% 43% 41% 50% 42% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Total 24-30 31-35 Over 35 Iphone 8/8 Plus (ready to launch into the market) Samsung Galaxy S8 / S8 Plus Samsung Galaxy Note (ready to launch into the market) Sony Xperia XZ Premium HTC U11 APART FROM THE PRICE FACTOR, IPHONE 8/ 8 PLUS WILL BE THE FIRST OPTION TO BUY Apart from the price factor, which phone do you want to buy in the following? (Comparison by Age Group & Location Group) N = 2000 N = 823 N = 462 N = 715 N = 2000 N = 923 N = 1077 24-30 group want to buy iPhone 8/ 8 plus more than other older groups While over 35 group want to buy Samsung Galaxy S8/ S8 plus more than other younger groups
  • 46. 45 SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR PRODUCT INFORMATION THEY WANT TO BUY How do you usually look information for a product you want to buy? (Comparison by Age Group) N = 2000 N = 823 N = 462 N = 715 12% 43% 62% 76% 0% 50% 100% Other Search through the phone app Search through social networks Search the web through a web browser (Chrome, Firefox, Safari, ..) Total 13% 50% 68% 78% 0% 50% 100% 24-30 12% 41% 61% 76% 0% 50% 100% 31-35 12% 36% 57% 73% 0% 50% 100% Over 35 24-30 group usually look for product information on the phone app more than other older groups
  • 47. 46 How do you usually look information for a product you want to buy? (Comparison by Location) N = 2000 N = 923 N = 1077 SEARCHING THROUGH WEB BROWSER IS THE FIRST OPTION TO LOOK FOR PRODUCT INFORMATION THEY WANT TO BUY 12% 43% 62% 76% 0% 50% 100% Other Search through the phone app Search through social networks Search the web through a web browser (Chrome, Firefox, Safari, ..) Total 10% 45% 62% 78% 0% 50% 100% Bangkok 14% 41% 62% 74% 0% 50% 100% Others
  • 48. 47 FEEL FREE TO DROP US ANY QUESTION • Japan & Taiwan o Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan o Contact person: Mr. Hideyuki Kato (CEO) o Email: hideyuki.kato@di-mktg.com o Contact number: +81 3-5532-3200 • Vietnam o Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam o Contact person: Mr. Ho Hai Dang (Country Manager) o Email: dang.h@di-mktg.com o Contact number: +84 902-73-9944 • Thailand o Address: 246 Time Square Bld., 10th Fl., Room 10/04, Sukhumvit 12-14 Rd. Klongtoey, Bangkok 10110, Thailand o Contact person: Ms. Sariya Achawananthakul (Marketing & Operation Manager) o Email: sariya.a@di-mktg.com o Contact number: +66 876 724 832
  • 49. 48 • Indonesia o Address: Jalan Prof Dr Satrio Kav 18, 45th floor AXA Tower, Jakarta 12940, Indonesia o Contact person: Mr. Hendry Pratama (Country Manager) o Email: hendry.p@di-mktg.com o Contact number: +65 822 1345 2555 | +62 21 3005 3541 • India o Address: 10 Anson Road, #14-06, International Plaza, Singapore 079903 o Contact person: Mr. Sujit Kunte (Regional representative) o Email: kunte.sujit@dreamincubator.com.sg o Contact number: +65 9127 7654 FEEL FREE TO DROP US ANY QUESTION
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