Easy-to-use operation system, beautiful design, strong hardware configuration are top 3 reasons for buying the smartphone Find more at : www.di-onlinesurvey.com

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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