Mobile next iii quarter 2010-i_phone case

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Mobile next iii quarter 2010-i_phone case

  1. 1. Caratteristiche e finalità CONSUMER VAS MONITORING - ITALY IIII QUARTER 2010 "The Iphone Case" December 20101
  2. 2. METHODOLOGY  QUANTITATIVE RESEARCH VIA C.A.W.I. –  SURVEY TECHNIQUE self-completion online questionnaire and data acquirement via C.A.W.I. using Nextplora Dynamic Survey System survey platform –  SAMPLE PROFILE Internet users (+15 YO) which rapresent Italian Internet population, user mobile phone   TOTAL SAMPLE SIZE  5.017 (Statistical error at 95%: +/- 1,4%)   UNIVERSE  22.635.752   QUOTED BY: Gender, age, living area, Internet connection at home, Mobile Operator used last 30 days  FIELD TIME from the 7th to the 21st of October 2010 2
  3. 3. TYPE OF INPUT: SMARTPHONE DEFINITION UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017) And as regards the kind of keyboard, your main mobile phone is…? And as regards the kind of keyboard, your secondary mobile phone is…? 0% 25% 50% 75% 100% 22 Full touch (without keyboard, only virtual keys) 24 48% users of at 29 least one Full-Touch / 7 Semi-Touch /Semi-touch standard (display active to touch and standard physical keyboard T9) 5 QWERTY / Semi— 4 QWERTY mobile Semi-touch qwerty (display active to touch and 5 phone 5 standard physical keyboard qwerty) 7 Traditional 73 73 10.8M users 66 (+18% vs Q2) 6 Traditional qwerty 7 6 3 Traditional semi-qwerty 2 2 Q1 2010 Q2 2010 Q3 2010 3
  4. 4. DRIVERS OF CHOICE: SMARTPHONE BRANDS UNIVERSE: Who has personally chosen a Smartphone (+15 y.o., Internet users), cases 1.767 TOTAL SMARTPHONE BRAND SMARTPHONE NOKIA SAMSUNG LG APPLE HTC RIMPrice 42 48 56 70 8 30 18Brand 42 52 44 31 48 28 26Display 39 39 41 49 45 38 42Stylish 39 36 51 39 46 31 29Camera, videocamera 34 42 36 37 28 33 10 Iphone outperformsInternet access 33 33 25 17 56 44 67 with any driver ofWi-Fi connection 33 37 21 15 61 69 22GPS / Navigator 28 34 choice15 the 7 vs 46 50 36Music capabilities 27 average, except for 29 28 31 35 20 2Form type 24 battery duration,33 21 31 25 17 28Keys/buttons/touch 22 camera and form of 26 27 26 12 16 15Battery life 22 21 typing 24 inputs 21 16 17 41Operating system 19 13 13 8 43 50 29Durability 19 19 20 9 17 19 28Color 19 17 27 33 11 16 13Office functions 19 17 10 2 35 37 46Sound quality 18 21 19 17 25 13 10Speed of connection 16 16 14 7 25 24 16The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY) 4
  5. 5. DRIVERS OF CHOICE: ACTIVITIES / SMARTPHONE BRANDS UNIVERSE: Who has personally chosen a Smartphone (+15 y.o., Internet users), cases 1.767Thinking about all the activities you can do with your phone (e-mail, Internet surfing, instant messaging, listening to music), which services in particular have led you to choose your main phone? SMARTPHONE BRAND TOTAL SMARTPHONE NOKIA SAMSUNG LG APPLE HTC RIMVoice call 65 60 72 66 60 64 76SMS / MMS 63 57 72 75 60 59 69Foto/Video 48 55 59 63 45 34 21To listen music 37 41 44 45 36 36 17Microbrowsing 35 36 30 20 62 60 30GPS / Navigator 34 Iphone outperforms with 39 22 9 60 51 52 any activity as a driver ofEmail 30 30 18 18 57 48 53 choice vs the average,Social Network 22 19 22 being considerably more 9 42 24 20Download games, music, applications 21 24 usable19 than avg 17 33 24 5To play games 21 21 17 18 40 20 6Instant Messaging 19 20 14 10 36 22 22Video-call 15 17 12 14 19 20 5Watch Video (Youtube, podcast) 13 14 9 1 26 9 15None of them 3 2 3 5 1 5 3 The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY) 5
  6. 6. MOST CONSIDERED BRANDS FOR NEXT MOBILE PHONEUNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017)Which is the first brand are you going to consider next time? Which other brand are you going to consider next time? FIRST CHOICE NET – FIRST/SECOND CHOICE 0% 25% 50% 75% 100% 0% 25% 50% 75% 100% 48 64 Nokia 47 Nokia 64 45 64 12 27 Apple (iPhone) 13 Samsung 30 14 32 10 24 Samsung 11 Apple (iPhone) 24 13 25 4 Iphone ranks two as the first 12 Blackberry 5 Blackberry 12 5 choice, but goes third when also 14 3 considering the second choice. 10 Motorola 3 Motorola 10 3 10 3 7 HTC 3 Sony Ericsson 8 3 8 3 6 Lg Electronics 2 HTC 8 2 8 2 Q1 2010 7 Q1 2010 Sony Ericsson 3 Lg Electronics 6 2 Q2 2010 7 Q2 2010 12 Q3 2010 12 Q3 2010 I dont know 12 I dont know 12 9 96
  7. 7. MOST CONSIDERED BRANDS FOR NEXT MOBILE PHONEUNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017) / NOKIA USERS 12.301.410 (cases 2.727)Which is the first brand are you going to consider next time? Which other brand are you going to consider next time? Total BRAND IN USE Mobile Sony Nokia Motorola Samsung Lg Apple HTC RIM users EricssonMOST CONSIDERED BRAND (FIRST CHOICE) Column % Column % Column % Column % Column % Column % Column % Column % Column % Nokia 45 59 33 32 39 27 16 21 19 Motorola 3 2 19 1 4 4 3 3 2 Samsung Iphone is mostly considered alternative choice by ¼ of HTC and RIM users, 13 9 and almost 60% 31 currents users 10 17 of 10 would repeat the 7 3 purchase3 Lg 2 1 3 2 12 4 1 1 - Sony Ericsson 2 2 1 - 2 14 4 1 2 Apple 14 12 9 11 12 12 58 24 26 HTC 3 2 1 4 2 5 5 35 5 RIM 5 5 4 7 7 5 4 - 31 Total BRAND IN USE Mobile Sony Nokia Motorola Samsung Lg Apple HTC RIM users EricssonCONSIDERED BRANDS (1st/2nd CHOICE) Column % Column % Column % Column % Column % Column % Column % Column % Column % Nokia 64 75 52 57 56 57 39 46 54 Motorola 10 7 35 6 8 7 4 9 7 Samsung 32 30 32 52 29 23 15 23 11 Lg 7 5 6 7 30 4 4 3 - Sony Ericsson 8 8 7 6 3 23 5 3 11 Apple 25 26 16 21 20 20 66 35 36 HTC 8 7 4 7 5 9 19 55 8 RIM 14 13 13 14 14 10 21 5 447
  8. 8. ACTUAL REASONS TO USE INTERNET VAS /2 UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555) And now, why do you use [browsing / the email / Social Network / IM] from your mobile phone? Brand TOTAL INTERNET VAS … Smartphone … Smartphone Nokia Samsung Apple HTC RIM Nokia SamsungIts comfortable / practical 41 38 42 35 33 62 47 45When Im around 41 41 39 39 37 45 48 51The phone is always on 37 38 40 35 37 51 47 32When I have no other way to access to 36 39 Iphone users36 37 rewards the 32 34 28 21Internet usability more than anyJust to spend time 27 27 29 33 other brands and higher33 29 29 20 26 than the27 average 26I have a good rate / included data-traffic 25 24 38 30 20for freeI do it to be always updated, always 24 22 24 20 20 35 23 21connectedIts free 22 25 26 21 23 19 20 21Many people I know do it 8 7 10 11 11 7 6 2I was tainted by advertising 7 5 7 14 16 6 0 7 8
  9. 9. OVERALL USER EXPERIENCE OF INTERNET VAS FROM CELL. (last 30 days) UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555)Thinking about your experience of [browsing / the email / Social Network / IM] with your cell., how much do you agree or disagree with the following statements? “I am overall satisfied” USER 7.015K 3.586K 1.887K 1.245K 954K 1.057K 342K 666KVAR TOP1 +3 ppt +5 ppt +13 ppt -8 ppt -15 ppt -1 ppt +21 ppt +6 pptVAR TOP2 +2 ppt -1 ppt Iphone +2 ppt are strongly +3 ppt more +7 ppt -6 ppt +20 ppt +15 ppt 100% 2 2 satisfied than3the average, 2 1 3 5 4 4 5 5 7 5 but the novelty effect is 7 17 slowly reducing 16 15 13 17 18 17 75% 41 37 60 49 44 50% 48 55 54 25% 41 43 28 33 31 26 22 24 0% Total Internet Nokia … Smartphone Samsung … Smartphone Apple HTC RIM VAS Nokia Samsung Brand Not at all agree Few disagree Somewhat agree Mostly agree Extremely agree The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY) 9
  10. 10. DETAILED USER EXPERIENCE OF MICROBROWSING FROM CELL. UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555) Thinking about your experience of […] with your cell., how much do you agree or disagree with the following statements? VAR vs Q2 Vital +3 ppt +4 ppt +6 ppt +3 ppt +2 ppt -8 ppt +13 ppt +5 pptConvenient +5 ppt +3 ppt +7 ppt +16 ppt +21 ppt -9 ppt +10 ppt +15 ppt Easy +3 ppt +3 ppt +5 ppt +9 ppt +12 ppt -7 ppt +12 ppt +12 ppt Fast +2 ppt - +7 ppt +10 ppt +8 ppt -10 ppt +17 ppt +18 ppt 100 % - Top Two Iphone causes 96 92 85 indispensability and 87 84 83 83 84 82 84 addiction in microbrowsing, but the activity and the 73 75 75 69 71 67 68 65 perception of value is 63 65 64 62 60 59 6158 5658 59 under consolidation. 57 58 5554 50 25 0 Total Internet Nokia … Smartphone Samsung … Smartphone Apple HTC RIM VAS Nokia Samsung Brand I could do without it never again It is convenient It is easy It is fast 10
  11. 11. DOWNLOAD MARKET SHARE (last 30 days) /OEM UNIVERSE: Downloaders at least one content in the previous 30 days UNIVERSE 4.660.135 (cases 1.033) SHARE BRAND OEM Iphone downloaders are100% 7.000 always second in 17 18 16 12 ranking after Nokias 20 5 6.000 ones, except for music OTHER 3 4 3 1 4 3 5 where Samsung wins... RIM 4 275% 971 HTC 16 5.000 13 APPLE 17 21 23 232 230 LG 3 5 4.000 SAMSUNG 4 966 4 4 NOKIA50% 17 18 16 12 12 256 3.000 375 900 158 168 449 2.000 337 719 10825% 515 335 124 42 39 39 313 374 38 38 90 117 1.000 2.170 203 295 385 260 944 1.172 655 845 0% 0 Download Ringtones / Game Music Application Download Ringtones / Game Music Application (NET) Logos (NET) Logos 11
  12. 12. PAID / FREE CONTENTS UNIVERSE: Downloaders at least one content in the previous 30 days UNIVERSE 4.660.135 (cases 1.033) Thinking about the contents you downloaded on your mobile phone in the last 30 days… TOTAL DOWNLOAD BY OEM 100% 5 4 6 Only paid 28 contents 24 26 4 40Both free and 75%paid contents 26 50% 94 71 70 72 60 25% Only free contents 70 0% NOKIA SAMSUNG APPLE HTC RIM ...but Apple users purchase more than the Only free contents Both free and paid contents others Only paid contents 12
  13. 13. Nextplora S.p.A. Viale Toscana 13 B 20136 - Milano Tel. +39 02 83111.31 Fax +39 02 83111.345 www.nextplora.com come@nextplora.com13

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