smartphone usage behavior in thailand

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 brand96% 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?


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 usingthat 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?


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 (exceptFacebook)

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?


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?


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%


Samsung Galaxy J(1, 2,3,5,7)

Samsung Galaxy S(1,2,3,4,5,6,7,7 Edge,8.8 +)

Other Samsungseries

Samsung GalaxyNote (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?


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 Samsungseries

Samsung GalaxyNote (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?


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?


N = 576* N = 306 N = 270


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%


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?


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


20


2) Usage Behaviors


CONTENT

21

16%

3%

4%

9%

80%

0% 50% 100%

Other

Small retail stores

The retail chain (Power Buy,Power Mall)

Electric appliancesupermarket (Banana IT, IT

City)

Specialized stores ofportable 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?


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 (BananaIT, 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?


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


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%


Other


Graphics Chip


Touch function


RAM


Screen size (inch)





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



25

2%

9%

24%

29%

38%

45%

47%

51%

62%

62%

63%

64%

66%

69%

0% 50% 100%


Other


Graphics Chip


Touch function


RAM


Screen size (inch)





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


smartphone? (Comparison by Location)

N = 2000 N = 923 N = 1077



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



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


Luxury brand






Good price

Famous brand




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



28



N = 2000 N = 923 N = 1077

8%

15%

15%

17%

20%

26%

28%

35%

43%

45%

47%

50%

55%

0% 50% 100%

Other


Luxury brand






Good price

Famous brand




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



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 usingmy 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 mysmartphone

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?


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 hours8% 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%


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

WeightedAverageTime

WeightedAverageTime

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


2) Usage Behaviors


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 unsatisfied4% 3% 4%

45% 47% 44%

50% 48%52%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


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

WeightedAverageScore

WeightedAverageScore

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 brandsmartphone

I will prioritize usingthis smartphonebrand

I will use thissmartphone brandin parallel with otherbrands

I will change toanother brandsmartphone

3% 3% 3%

34%30%

36%

42%44%

40%

22% 23% 21%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


I use only this brandsmartphone

I will prioritize usingthis smartphonebrand

I will use thissmartphone brand inparallel with otherbrands

I will change toanother brandsmartphone

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%


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

WeightedAverageCost

$527WeightedAverageCost

$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%


Iphone 8/8 Plus(ready to launch intothe market)

Samsung Galaxy S8 /S8 Plus

Samsung GalaxyNote (ready to launchinto the market)

Sony Xperia XZPremium

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 intothe market)

Samsung Galaxy S8 /S8 Plus

Samsung GalaxyNote (ready to launchinto the market)

Sony Xperia XZPremium

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?


N = 2000 N = 823 N = 462 N = 715

12%

43%

62%

76%

0% 50% 100%

Other

Search through the phoneapp

Search through socialnetworks

Search the web through aweb 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?


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 webbrowser (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: [email protected]

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 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 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 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 Contact number: +65 9127 7654

FEEL FREE TO DROP US ANY QUESTION

smartphone usage behavior in thailand

Devices & Hardware