VIETNAM LAPTOP MARKET CONSUMER REPORT BY DI-MARKETING (www.di-onlinesurvey.com) April, 2015SCOPE OF WORK “ The competition in Vietnam Laptop market is becoming tougher and tougher day by day. This survey is conducted to find out which brand is dominating the market and answer the question is there any opportunity for new players “+ Methodology: Online survey + Fieldwork time: 3 days (04/04/2015 to 06/04/2015) + Sample size: N= 1,594 * Geography: 5 key cities + Ho Chi Minh, Ha Noi, Hai Phong, Da Nang, Can Tho Dream Incubator IneKEY FINDINGS * 8 in 10 Vietnamese internet population have a laptop + 3 most well — known laptop brands are Dell (86%), Asus (86%) and Acer (83%) + Majority people see the brands at electronics stores + Dell (23%), Asus (17%) and Sony Vaio (15%) are the leaders in laptop market + Good quality (66%), trusted brand (60%) and affordable price (59%) are 3 key factors for choosing a laptop + Vietnamese prefer 13-14 inch laptop + Web surfing (86%), working (82%) and entertaining (80%) are 3 main purposes for using a laptop + Vietnamese own a Dell but desire for a Sony Vaio Dream Incubator IneDEMOGRAPHIC INFORMATION N=1594 over 30 25% 2620 20% 1825 48% Under 18 fi 3% Femak em Mole 38% le Ho chiMinh 55% omer we Hanoi 17% a nare [il 3% contho 2% HaiPhone ff 2% Officer 33% Student 30% Engineer/Dector/Teacher 36 Saltemployed % Job secker/Retied I 5% others I as Housewife I 4% Factory Worker J 2% ream Incubator Ine.NEARLY 80% VIETNAMESE OWN ALAPTOP Vietnamese is interested in high-tech products, such as smart-phone (82%), laptop (77%) and PC (57%) Which products below do you own? N=1594 Ho Chi Minh Ha Noi other Total smarephare = ox = = 7 | eee! Laptop < ae a a a yo => an «: w3,v00 [IB 37 [a we = ttaysaton fain Bx Bx Be ow | 2% | |» | Noneof these | 1% | Jaw [x Dream Incubator Ine.3 MOST WELL — KNOWN LAPTOP BRANDS ARE DELL , ASUS AND ACER Which brands below are you aware of? N=1225 Total Ho chi Minh Ha Noi other - re Sern cos 2 a : - sonyvie > Eo « Ls a ee Lever > =: Tesi rs oo a Mocionk cos os. as a other J 7% [x In in ream Incubator IneMAJORITY PEOPLE SEE THE BRANDS AT ELECTRONICS STORES How do you know those brands? N=1225, Sethe brandat electronics store Wade other Newspaper /Magarines ads See others use that brand Frionds/relatives suggestion Oniineads Facebook ade Salesman 6 con O% 10% 20% 30% 40% SO GOK TOK BDH 90% ream Incubator IneDELL IS THE HIGHEST AWARENESS AS WELL AS BIGGEST MARKET SHARE Which brands below are you aware of? What is your laptop brand ? Ne 4225 ‘Asus Acer HP Samsung SonyVelo Lenovo Toshiba Macbook other Awareness un Dream Incubator Ine. 7DELL, ASUS AND SONY VAIO ARE THE LEADERS IN VIETNAM What is your laptop brand ? N=1225 Total Student officer Teacher doctor] neha engineer ont a a a. a. sous > Es 1% a 1% Sony Yio 15% a | E we Bx me seer mx fey tev [ill 5% Bs Tosnia [ se Be somaing 2% ae maciook [i Be otter | 3% | ox mx ES Be Be [« ream Incubator Ine a me « m« m« mx a» omGOOD QUALITY, TRUSTED BRAND AND AFFORDABLE PRICE ARE 3 KEY REASONS FOR CHOOSING THE BRAND Why did you choose that brand? N= 1225 Goodaualty ‘Trusted brand Affordable price Foshionable \Welbknow brand ‘Strong technica inside (RAM, Processor) ‘Good after sell service “all &tghwelght ut fret Many peeple ure that brand Other Long ite battery Varley of modi for choosing Goad customer service Show off my class Laptop snot hat ater longtime used ove functions that other brands den’ have O% 10% KOK aK SK TOM, ream Incubator IneDELL IS CHOSEN BECAUSE OF GOOD QUALITY, WHILE ASUS AFFORDABLE PRICE Why did you choose that brand? DELL ASUS Ne28s Neat eT 7] TT 7 Tarted band ony a! 6% Afordabe pce fashionable strong techicaleside Tasted brand Welw brand ‘ut fre Many people use that brand (Good ater ellsenvice Faehlonable Longif battery Sutter joo Other Variety of medel for ehonsing ‘Good customer service Laptop isnet hot ater using Show offmy dass Have unique functens Mary peopleuse that brand Variety of model for choosing Laptop isthot after wing Goodaftersell enice ‘Strong techrical inside ‘Wel: know brad ‘other ‘Good customer service Longe battery Have unique functions Show off my dass 0% 20% «40% GOK BO 100% Dream Incubator Ine.SONY VAIO = GOOD QUALITY & FASHIONABLE, HP = AFFORDABLE PRICE Sony Vaio is also evaluated as fashionable Why did you choose that brand? SONY VAIO. HP. N= 182 N= 159 ‘Aforaible price 7a) ue a 575 Good quality o% Weltinow brand 1% Stong technic inside 49% Good ater sel sevice 49% Fashicnatle 43% Sut forjeb 42% Many people use that brand 40% Variaryof made! fer choosing 38% 36% on Welw brand ‘Strong technical inside Good afte sellsevice Show offmy dass Sultfr job other Long fe battery Good customer service ‘Many people use that band Long life battery 30% Variety of medel for choosing Good eastomer service 0% Laptop is net hot after using Show off my dase 19% ‘Afordsbe price ave unique functions 19% Have unique functions Laptops nothet after using 18% 0% 0% 100% 0% 20% 40% Na Dream Incubator Ine aHALF OF VIETNAMESE PREFER 13-14 INCH LAPTOP What is your laptop screen's size? Ne1225, (Over 16 inch ca 15-16 inch 43% 12-14 inch 40% Under 13 inch * O% 5% OHHH HHS OM: SH OH ream Incubator Ine 2WEB SURFING, WORKING AND ENTERTAINING ARE 3 MAIN PURPOSES FOR USING LAPTOP People from under 18 to 25 use laptop mainly for studying and entertaining What are your main purposes for using laptop? N=1225 87% a6x68% seeegegegss3 Total under a 1825 26-20 over30 "Web surfing facebook Working Entertaining mStuty = Playing game Otver Dream Incubator IneOFTEN TURN HOT, QUICKLY RUN OUT OF BATTERY AND LOW SPEED ARE 3 MAIN PROBLEMS OF LAPTOP Is there anything with your laptop make you feel unsatisfied? Ne a225 Oftentur hot 4% Quick run outofbatery 30% Low speed Low RaMurase Compuaer often reees None i ero _AMter working aang tie, thas nose Ineo keyboard Blur screen ‘Cannot echarge the battery other O% 5% 10% 15K 20% 25K OK 3K ANH ASK SOM, ream Incubator IneDELL OFTEN TURN HOT WHILE ASUS QUICKLY RUN OUT OF BATTERY Is there anything with your laptop make you feel unsatisfied? DELL ASUS, (heating seems to be a serious problem) (battery is key) N=285 Nez nh EE %] (kei net A <2: sey ana oFbatery ere ot TT 32:5 ow speed Lowspccd TT 29% coved ees a 25 LowRaMtuge computer ote ce:es NN 20% None Naty 1% voy None 16% Were weer I 10% Ineficent keyboard efter keyboard I 12% Blurry sereen Blurry screen I 126 Ober other I s% ‘Cannot recharge the battery Cannot recharge the battery = % % 10% 206 50% 40% 50% 6% (% 10 206 20% OK SH Dream Incubator Ine asBOTH SONY VAIO AND HP ARE COMPLAINED BECAUSE THEIR LAPTOP OFTEN TURN HOT AND QUICKLY RUN OUT OF BATTERY Surprisingly, more than 1/4 people feel happy with Sony Vaio laptop 1/5 people feel unsatisfied with HP because of its low RAM usage Is there anything with your laptop make you feel unsatisfied? SONY VAIO Ne1s2 fen tumor 30% mn eT 2% Lowspecd LowRAMusige i exeor ‘Computer often frees Nosy Inefficient keyboard Burry sercen Ccannce recharge the battery other HP N=159 Keno ot TT <5 Aid noua TT 363% ‘ow ta sage 23% Cowsces [SN 25 None I 2096 Computer cen trezes NN 26% ‘ter waking og time tas. 1546 Wifi ecror (IN 11% fury screen I 9% Cannot rehore the batty Ineticenkeyboard other 3% 0% 10% 20% 30% 40% SO% Dream Incubator IneMOST USERS FEEL SATISFIED WITH THEIR CURRENT LAPTOP Although Dell and Asus has the most users among those brands, Macbook and Sony Vaio are the brands make users happy the most when using. In general, how satisfied do you feel about your laptop ? ee N= 1225 PSSA SE Dream Incubator Ine se Not sated atl Not satisted se Neutra sm satisieg sVerysatisiedMORE THAN A HALF OF USERS SPEND FROM $400 TO $700 FOR BUYING A LAPTOP. 0% 0% 70% 60% 50% 40% 20% 20% 10% How much did you spend for buying your laptop? el asus N=1225 sonyvaio Dream Incubator Ine He other Over $550 ss From $850- under $350 ss From $700 under $380 1 From $550 under $700 12 From $400 under $550 ‘From $300 under $400 12 From $200 under $300 ss Under $200NEARLY A THIRD OF PEOPLE BUY LAPTOP AT FAMOUS LAPTOP STORES Surprisingly, people under 18 often buy laptop at electronics store chains (36%) while people over 30 tend to trust in other famous laptop store (33%) Where did you buy your laptop? N= 1225 300% 0% Other 0% a 1 Stores | know om 30% se Elecronées Center 40% 20% se Electronics re chains 20% 10% 1 Famcuslaptop stores (Phong Vu, Hoang one) o% Tera Under 18 1825 26-20 over 30 Electronics store chains such as FPT shop, The Gioi Di Dong, Vien Thong A Electronics center like Nguyen Kim, Cho Lon, Tran Anh ream Incubator Ine 1sMORE THAN A HALF OF VIETNAMESE USED LAPTOP FOR MORE THAN 2 YEARS How long have you used your laptop? N=1225 Over years 3syeurs 2% Feo 2-under 3 years | | 5 From 1-under 2yea15 From 7 months under 1 year 2% 46 months se r3mortns [I 2x oO 36 106 15% 20% 25% 30% 35% ream Incubator IneSONY VAIO IS THE MOST DESIRED BRAND, FOLLOWING BY MACBOOK & DELL Macbook: appeal more to the youth Sony Vaio: tend to attract older people Dell: mostly attract 26-30 group, who are likely office workers lf you change your laptop, which brand do you choose? N=3225 Acer Semeur, Toshiba Lenovo satcon'tknow mother gee eeeeuee § Total Under 18, 12.25 26.30 Over 30 Dream Incubator IneCONTACT US + Japan & Taiwan: Address: 3 Chome-2-6 Kasumigaseki, Chiyoda, Tokyo 100-0013, Japan Contact person: Mr. Hideyuki Kato (CEO) Email: hideyuki,kato@di-mktg.com Contact number: +81 3-5532-3200 oo00 + Vietnam: © Address: 9-15, Vincom center, 45A Ly Tu Trong, Ben Nghe ward, District 1, Ho Chi Minh City, Vietnam © Contact person: Mr. Ho Hai Dang (Manager - DI Marketing) o Email: dang.hohai@di-marketing.com.vn o Contact number: +84 902-73-9944 + Thailand: Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 Contact person: Ms. Woon Khiaozen (Manager - D! Marketing) Email: .woon.k@ai-mktg.com Contact number: +66 092-282 7992 ° oo° Dream Incubator IneCONTACT US + Singapore, Indonesia, Malaysia: o Address: 30 Raffles Place, #19-02 Chevron House, Singapore 048622 © Contact person: Mr. Hendry Pratama (Manager - D! Marketing) co Email: pratama.hendry@dreamincubator.com.sa © Contact number: +65 6671 9290 | +65 8518 3870 © Address: 30 Rattles Place, #19-02 Chevron House, Singapore 048622 © Contact person: Mr. Sujit Kunte (Regional representative) © Email: kunte.sujit@dreamincubator.com.sa o Contact number: +65 9127 7654 Dream Incubator IneDream Incubator Inc.