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Factbound blackberysurveyreport Factbound blackberysurveyreport Document Transcript

  • FACTBOUND RESEARCH REPORT 2012survey:BlackberryPenetrationin NIGERIA A Report from FactBound Research Ltd, member of MMCC Group.
  • BLACKBERRY PENETRATION IN NIGERIA Executive summary F actBound Research Limited, a member of MMCC Group, carried out an independent online survey on BlackBerry service penetration in Nigeria. The purpose of the survey is to assess the level of BlackBerry Usage among Nigerians (age 15+), why some respondents subscribed to BB service or why some did not, and to use the survey to measure the quality of services offered by the Telecommunications companies offering BB services in Nigeria. The respondents that are qualified to participate in the survey are ONLY Nigerians of 15years and above and living in Nigeria. In the survey conducted ONLY online, data was collected from respondents using the various data collectors (Facebook, Twitter, LinkedIn, Email etc.) and questionnaire was used as the instrument of data collection. The survey was conducted between 8th March, 2012 and 13th April, 2012 and a total of 110 respondents answered and returned the questionnaire. The results generated from the survey are summarised below: About 71% of 110 Nigerian respondents age 15+ said “Yes”, that they owned and use BlackBerry, while 29% said “No”, that they did not owned or use BlackBerry phone ·The survey reveals that 30.4% respondents said they do not use Blackberry phone because they Have other phone brands that is as good as BlackBerry, 23.9% said the High cost of BlackBerry phone in Nigeria made them not to subscribe to BlackBerry phone, while 19.6% said they dont need Blackberry phone for now. ·The result also shows that, out of the 68 respondents who said Yes that they own or use BB phone, 19.6% said they use BB for Socializing and Communication respectively, 15.3% said they use it for Research/Education, 14.4% use BB for Connection with others, while close to 10% said they use it for Office Work. The survey show that, out of the 71% of total respondents who use Blackberry phone; 24.3% said using Blackberry phone has influenced their life in the area of Information Sharing, 21.8% said it has influenced their Networking life, while 19.3% said it has influenced their Social Status. 30.8% of respondents who use Blackberry phone service said they spend an average of 1-3hrs daily on BB phone, 25.6% said they spend an average of 4-7hrs daily on their Blackberry phone, while 24.4% said they spend an average of 8-11hrs daily. The result also shows that BBM/BIS is the most popular application used by 28.1% of the respondents who use Blackberry phone, followed by Facebook with about 23.1% respondents saying they engage their time most on Blackberry. Also, 18.18% respondents said they us their BB often for Email, while about 12% of them said they spend most of their time using Twitter on Blackberry. 67.1% of the respondents who use or own Blackberry phone said they subscribe to MTN service, followed by GLO with 15.2% of the respondents, 11.4% of the respondents subscribe to AIRTEL service, while ETISALAT has the least respondents of 6.3% subscribing to its BB service. The survey reveals that 58.2% of the respondents said that the quality of BB service in Nigeria is Satisfactory, 13.9% said the service is Unsatisfactory, while 21.5% of the respondents remained Neutral in their opinion.2 c FactBound Research Ltd 2012
  • BLACKBERRY PENETRATION IN NIGERIA The result of the survey analysis shows that a total of 91.7% of the respondents attained Graduate/Postgraduate as their highest level of Education, while 8.3% respondents obtained High School/College as their highest level of Education attained. About 56% of the respondents are Employed (Public or private), 20.2% respondents are Self-employed; while 11.9% are Students. This implies that the high percentage of respondents who subscribe to Blackberry service may be attributed to high percentage of respondents who are employed because they are economically empowered to acquire it. The analysis shows that 45.5% of the respondents fall within the age group (23-30 years), followed by age group (31-38years) with 32.7% of the respondents. In summary, the age groups 23-30 and 31-38 accounted for about 78.2% of the total respondents. The gender composition of the respondents shows that 58.7% of the respondents are Male while 41.3% are Female. Background Information Owning and using a Smart phone like Blackberry isnt a choice anymore — its a business and communications enhancement tool. The introduction of Blackberry smart phone into the Nigerian economy by the Telecommunication companies, has transformed the way government, businesses and organisations are run and have also changed the way they relate, share and communicate with their publics, customers, stakeholders and target audiences. FactBound Research Limited, a member of MMCC Group, is conscious of this emerging communication trend and therefore decided to conduct an online survey to ascertain the level of Blackberry phone penetration and usage amongst Nigerians (15+). This is to ascertain why some people subscribed to BB service or why some did not and to use the survey to measure the quality of services offered by the Telecommunications companies offering BB service in Nigeria. Also, to determine what influence some psychographic and demographic parameters have on respondents in making a decision to subscribe to Blackberry service or not. Methodology T he survey was conducted between March and April 2012 purely online and it involved using a questionnaire to collect data from Nigerian of age 15years and above. Respondents to the online questionnaire were random as no actual number of respondents was selected. The total number of respondents was determined only after the deadline for responding to the survey has expired. Although, the survey respondents are those who use and don not use Blackberry service, but it was limited to ONLY Nigerians who resides in Nigeria.3 c FactBound Research Ltd 2012
  • BLACKBERRY PENETRATION IN NIGERIA Data Collection The instrument of data collection was online questionnaire and various methods of collection were used like Facebook, Email, Twitter, LinkedIn etc. This is to widen the scope of collection and generate enough responses. Thus, a total of 110 responses were collected by the end of the deadline for collection on Friday, April 13, 2012. Survey Result: Fig 1: Do you own or use a Do you own or use a Blackberry Phone? BlackBerry Phone Respondents were asked whether they owned Yes or use BlackBerry Phone. Out of the 97 No 29% respondents that answered the question, only 69 (71%) said “Yes”,that they owned and use BlackBerry, while 28 (29%) said “No”, that they did not owned or use BlackBerry phone. The 71% remaining fourteen (14) respondents did not answer the question out of the 110 responses received. n=97 For the fact that the survey targeted both users and non-users of BlackBerry phone, respondents were restricted to answering some questions based on their response to the first question above. Therefore, respondents that answered Yes will proceed further to answer questions 3-12, while respondents that answered No were only allowed to answer questions 2, 9-12. If No, above, why dont you use or own a Blackberry phone? The survey shows that out of the 28 respondents who said No, different reason were adduced for not using a BB phone. The result shows that 30.4% respondents said they do not use BB because they have other phone brands that is as good as BlackBerry, 23.9% said the High cost of BlackBerry phone in Nigeria made them not to subscribe to BlackBerry phone, while 19.6% said they dont need Blackberry phone for now.( See details in the chart fig. 2 below.) Fig 2: Reasons why some respondents dont use or own a BlackBerry Phone BlackBerry is mainly a business tool and I am not in a 8.7%N.B: Response business. total is more 6.5% BlackBerry services in Nigeria are not good than 100% because of cost of BlackBerry phone is high 23.9% multiple responses ( n=28) I dont need it for now 19.6% I have other phone brand that is as good as 30.4% BlackBerry Others... 10.9% 4 c FactBound Research Ltd 2012
  • BLACKBERRY PENETRATION IN NIGERIA If Which of the following do you use Blackberry for? Respondents who answered Yes to question No. 1, above were asked what they use Blackberry phone for? The result shows that, out of the 68 respondents who said Yes that they own or use BB phone, 19.6% said they use BB for Socializing and Communication respectively, 15.3% said they use it for Research/Education, 14.4% use BB for Connection with others, while close to 10% said they use it for Office Work. See details in the chart Fig. 3 below. 25.0% Fig 3: What respondents use their BB Phone for? % of Respondents 20.0% 19.6% 19.6% 19.6% 15.0% 15.3% 14.4% 10.0% 8.6% 9.5% 5.0% 6.7% 6.4% 0.0% sm on k n g or ip .. io in on ni ti s. sh W at iz ec ha er ti on l c e ca nn ia ec th du ic ti c ni ff Co M O So la E mu O ck h/ Re m ba c Co ar g/ ed in se Fe at Re D N.B: Response total is more than 100% because of multiple responses (n=68) Which aspects of your life do you think using Blackberry phone have influenced the most? The result of the survey show that, out of the 71% of total respondents who use Blackberry phone; 24.3% said using Blackberry phone has influenced their life in the area of Information Sharing, 21.8% said it has influenced their Networking life, while 19.3% said it has influenced their Social Status (see details in the chart fig.4 below) Fig 4: Areas of life of respondents influenced by using BlackBerry phone 25.0% 24.3%% of Respondents 20.0% 21.8% 19.3% 15.0% 13.6% 10.0% 5.0% 6.6% 4.5% 4.9% 4.9% 0.0% g .. n us n l l in s. g io na io on s ca at rk si s er in at is io ci ine ti St wo ec ar rm th li at de us Po D O et uc sh fo l ia B ng N In Ed c So ti ke ar M N.B: Response total is more than 100% because of multiple responses (n=68) 5 c FactBound Research Ltd 2012
  • BLACKBERRY PENETRATION IN NIGERIA How many hours on the average daily do you spend on your Blackberry? Respondent who owned and use BlackBerry phone were asked how many hours they spend on average daily. The result shows that 30.8% said they spend an average of 1-3hrs daily on phone, 25.6% said they spend an average of 4-7hrs daily on their Blackberry phone, while 24.4% said they spend an average of 8-11hrs daily on their Blackberry phone. (see details in the chart below). Fig 5: Average no. of 1-3hrs hours spent by 30.8% 4-7hrs respondents on 8-11hrs BlackBerry daily 24.4% 24.4% 24.4% 12-15hrs 24/7 25.6% n=68 respondents Of the number of hours you spend daily on Blackberry, which of the following applications/tools do you use most often? The result also shows that BBM/BIS is the most popular application used by 28.1% of the respondents who use Blackberry phone, followed by Facebook with about 23.1% respondents saying they engage their time most on Blackberry. Also, 18.18% respondents said they us their BB often for Email, while about 12% of them said they spend most of their time using Twitter on Blackberry. See the chart below: Fig 6: Applications/tools that respondents use often on blackberry 30.0% % of respondents 25.0% 20.0% 15.0% 10.0% 5.0% BBM/ Face BIS book Twitter Linked Skype Yahoo Email Games Others in Msger % of respondents 28.1% 23.1% 12.0% 1.7% 0.0% 7.0% 18.2% 2.5% 7.4% N.B: Response total is more than 100% because of multiple responses (n=68)6 c FactBound Research Ltd 2012
  • BLACKBERRY PENETRATION IN NIGERIA Which of the following Blackberry service providers do you subscribe to? (Pick ONLY one) In order to know which the market share of the Telecommunications operators in the provision of Blackberry service, respondents were asked to choose which BB providers they subscribe to. The result shows that a total of 67.1% of the respondents who use or won Blackberry phone said they subscribe to MTN service, followed by GLO BB service with 15.2% of the respondents, 11.4% of the respondents subscribe to AIRTEL BB service, while ETISALAT has the least respondents of 6.3% subscribing to its BB service. Fig 7: which blackberry service providers respondents subscribe to 6.3% 11.4% MTN GLO 15.2% AIRTEL 67.1% ETISALAT Comparing your experience in using Blackberry services to other communication tools, how would you rate the quality of your BB service providers in Nigeria? The survey reveals that 58.2% of the respondents said that the quality of BB service in Nigeria is Satisfactory, 13.9% said the service is Unsatisfactory, while 21.5% of the respondents remained Neutral in their opinion. Fig 8: How respondents rate the quality of BlackBerry phone service in NIgeria. 60.00% 58.2%% of respondents 50.00% 40.00% 30.00% 21.5% 20.00% 13.9% 10.00% 5.1% 1.3% 0.00% ry ry y al y or to or to tr ct c ct c fa eu fa fa fa at y is N S er is is is at at S y v at S un er nS v Rating U 7 c FactBound Research Ltd 2012
  • BLACKBERRY PENETRATION IN NIGERIA RESPONDENTS DEMOGRAPHICS COMPOSITION An analysis of all the respondents demographic composition was carried out on the following parameter: Education, Economic status, age and sex. Fig 7: level of education Respondents highest level of Education? of respondents The result of the analysis shows that a total of 91.7% of the respondents attained Graduate/Postgraduate as their highest Graduate/ level of Education, while 8.3% respondents post graduate obtained High School/College as their highest level of Education attained. The high percentage High school/ of respondents who said they attained Gradu- college ate/Postgraduate education may be a deciding n=109 factor in acquiring a Blackberry phone. Economic Status of Respondents? Economic status plays a major role in making some life decision. Therefore, respondents were asked to state their economic status which can affect their decision to subscribe to Blackberry or not. The outcome of the analysis reveals that, about 56% of the respondents are Employed (Public or private sector), 20.2% respondents are Self-employed; while 11.9% are Students (see details in the chart below-fig.10). Thus implies that the high percentage of respondents who subscribe to Blackberry service may be attributed to high percentage of respondents who are Employed because they have economically empowered to acquire it. Fig 10: economic status of respondents artisan/ technician business man/ woman others self-employed student employed (private or public) % of respondents n=1098 c FactBound Research Ltd 2012
  • BLACKBERRY PENETRATION IN NIGERIA Age composition The analysis shows that Fig 11: age composition of respondents 45.5% of the respondents fall within the age group (23-30 years), followed by age group (31-38years) with 32.7% of the respondents. In summary, the age groups 23-30 and 31-38 accounted for about 78.2% of the total respondents. This is so because the age groups are the most youthful, active, virile, technology-savvy, upward-mobile and educated of the Nigerian population. Gender Composition The gender composition of the respondents show that 58.7% of the respondents are Male and 41.3% are Female. This means that there are more Male Nigerian adults who subscribe to Blackberry phone service than their Female counterparts. Fig 11: Gender composition of respondents Male 41.3% 58.7% Female9 c FactBound Research Ltd 2012
  • BLACKBERRY PENETRATION IN NIGERIA Whilst every effort has been taken to verify the accuracy of this information, neither FactBound Research Ltd. nor the sponsors of this report can accept any responsibility or liability for reliance by any person on this white paper or any of the information, opinions or conclusions set out in the white paper.10 c FactBound Research Ltd 2012
  • BLACKBERRY PENETRATION IN NIGERIA USA MMCC Inc. The Coporation 333 Nostrand Avenue 1st Brooklyn, NY 11216 New York. www.mmccgroup.com NIGERIA AMMA House, Plot 432, Yakubu J Pam Street, (Opposite National Hospital) Central Business District, Abuja, Nigeria +234 9 8700140 info@mmccgroup.com11 c FactBound Research Ltd 2012