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PC usage and purchase journey in Vietnam

Overview

Computer are a major part of our

lifestyle. This survey aims to

understand what types of computers

desktop and laptop users use in

Vietnam and their purchasing

location .

This survey was conducted to 538

age 18-39 male and females residing

in HCM and Hanoi

Device Ownership

91%

27%

66%

2%

33%

13%

7%

40%

21%

Smartphone

Desktop

Laptop

I own for myself I share it with my family I do not own it

68% of the respondents owns either PC or notebook. Those who own

both account for 21%Q. What of the following do you have? – Desktop, Laptop, Smartphone N=538

41%

21%

6%

32%

Laptop Only Laptop and desktop Desktop Only Other

Device ownership (Total) Device ownership (Detail)

Device ownership by profile

27%33%

21% 23%32% 28% 26% 24% 30%

33%29%

37% 35%30%

30% 36%28%

38%

40% 38% 42% 42% 39% 42% 38%47%

32%

I own for myself I share it with my family I do not own it

Male owns desktop higher. Notebook is owned more by youth group, while desktop

penetration is higher among 30 and above

Q. What of the following do you have? – Desktop, Laptop, Smartphone, Tablet, N=538

Desktop Notebook

66% 67% 66% 69% 65% 67% 67%56%

77%

13% 7%19% 12%

13% 12% 14%

14%

11%21% 26%

16% 19% 22% 22% 20%29%

11%

I own for myself I share it with my family I do not own it

Years used

In average, desktop is used for 3.2 years and notebook for 2.9 years.

8%

20%21%

17%

12%

21%

12%

25%24%

15%

12%13%

Less than a year 1-2 years 2-3 years 3-4 years 4-5 years More than 5 years

Q. How long have you used this computer? – Desktop N=322, Laptop=424

New or old devices

Lower income group (HHI less than 14M VND) tends to buy used machine

Q. What are the reason you chose this brand? – Notebook users N=322, Latptop=424

81%71%

90%

19%29%

10%

Total Low income High income

New Old

83%73%

91%

17%27%

9%

Total Low income High income

New Old

Desktop Notebook

Owned brand

Dell HPSamsung

AsusMicrosoft

AcerAppl

eSony

Lenovo

MSIOthe

r

Total 29% 14% 14% 9% 8% 7% 6% 2% 2% 2% 8%

HCM 32% 13% 14% 9% 7% 5% 7% 2% 1% 2% 8%

HN 26% 16% 13% 10% 9% 7% 5% 2% 4% 1% 8%

Dell dominates the market. HP is strong in north while Dell is strong in south

Q. What is the brand of the computer you use?

(For people who have more than one, the desktop they use the most) – Desktop users N=322, Notebook users=424

Desktop Notebook

Dell HP AsusSamsung

AcerAppl

eOthe

rSony

Lenovo

Microsoft

MSI

Total 25% 17% 15% 14% 10% 9% 8% 2% 2% 2% 2%

HCM 27% 14% 15% 14% 10% 11% 8% 2% 1% 1% 2%

HN 23% 19% 15% 13% 11% 6% 8% 2% 4% 3% 1%

Reasons to choose the brand

Pricing and spec are the two main things. Design is more considered in

choosing notebookQ. What are the reason you chose this brand? - Desktop users N=332, Laptop=424

48% 47%

40% 39%

32%

24%20%

16%12% 11%

8%

2%

11%

55% 54%

41%44%

32%

38%

19%

13%

23%

14%

7%

2% 3%

Desktop Notebook

Reasons to choose the brand (by brand)

Apple users choose because of brand and design more, less concern

on pricingQ. What are the reason you chose this brand?

60%

47%43%

40%

33%30%

40%

31%

40%

24%

49%45%

Brand Operatingsystem

Usability Design Pricing PC spec(CPU,

Memory)

Apple All

Desktop Notebook

53%51%

42% 42%40%

38%

34%

44%

37%

51%

41%

54%

Operatingsystem

Brand Design PC spec(CPU,

Memory)

Usability Pricing

Apple All

Brand wish to buy in the future

Apple popularity is extremely high, especially among the youth

Q. What are the computer brand that you wish to buy the next the most? (N=538)

44%

21%

6% 6% 5%3% 3% 2% 1%

10%

51%

20%

4% 5% 5%3% 3%

2%0%

8%

37%

22%

8% 7% 6%4%

2% 2% 2%

10%

Apple Dell Samsung HP Sony Acer Microsoft Toshiba IBM Others

All 20-29 30-39

Purchasing channels

31%

10%

4%

10%8%

1%

5%

0%

4%1%

4%

22%

19%

13%11%

7% 6%

2% 2%1%

5%3% 3%

21%

Desktop Laptop

Phong Vu is strong in HCM, Tran Anh is strong in Hanoi. FTP has a

good share nationwide.Q. Where did you buy it (For people who have more than one, the computer they use the most)? –HCMC=226, Hanoi=194

HCM Hanoi

29%

17%

5% 4% 4%2% 2% 1% 1% 1% %

4%1%

4%

26%25%

21%

3%5% 6%

0%

6%

3%1%

3%1%

5%3% 3%

21%

Desktop Laptop

14%

7%

18%

14%

Desktop User Laptop User

18-29

30-39

5%

12%14%

19%

Laptop Desktop

Low income

High income

Phong Vu (HCM)

Channel profile

Tran Anh (Hanoi) FTP Shop

11%

7%

17%14%

Desktop User Laptop User

18-29

30-39

15%13%12%

21%

Laptop Desktop

Low income

High income

19% 18%

8%

14%

Desktop User Laptop User

18-29

30-39

18%

11%

15% 16%

Laptop Desktop

Low income

High income

Respondent Profile (N=538)

Male51%

Female

49%

Gender

18-2949%

30-3951%

Age Group

9%

22%

22%

23%

24%

Under 4,000,000

4,000,000-9,000,000

9,000,001-14,000,000

14,000,001-20,000,000

Above 20,00,000

Household Income

HCM54%

HN46%

City

* In the report, we put low income for those who earn less than 14M and high income as those who earn more than 14M

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Our Advantage: Direct Panel Management

Our strength is 16-39 years old and urban areas. This is where most biz

customers would like to research. 250,000 members as of Aug, 2017

0%1%

18%

31%

22%

14%

7%

3% 3%1%

Age

19%

18%

6%

4%3%3%

47%

HCM Hanoi Can Tho Da Nang

Hai Phong Dong Nhai Others

56%

44%

Male Female

Gender City

Our Advantage: Direct Panel Management

Our strength is 16-39 years old and urban areas. This is where most biz

customers would like to research. 250,000 members as of Aug, 2017

Married Status Household income Smartphone ownership

Single, 72%

Married, 25%

Others, 3%

26%

24%

14%

15%

9%

5%

3%

4%

< 5M VND

5 - 7.5M VND

7.5 - 10M VND

10 - 15M VND

15 - 20M VND

20M-30M

30-40M

<40M

27%

25%

18%

8%

8%

6%

15%

18%

Apple

Samsung

Nokia

LG

Asus

Sony

Others

Do not own

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