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IT service and phone usage patterns of iphone users and its implications
 

IT service and phone usage patterns of iphone users and its implications

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visit here for other reports, http://www.digieco.co.kr/KTFront/report/report_technical_list.action?board_id=skill&kind=a01

visit here for other reports, http://www.digieco.co.kr/KTFront/report/report_technical_list.action?board_id=skill&kind=a01

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    IT service and phone usage patterns of iphone users and its implications IT service and phone usage patterns of iphone users and its implications Presentation Transcript

    • CEO Information
      IT service and phone usage patterns of iPhone users and its implications
      EXECUTIVE SUMMARY
      Research method
      Ⅰ.iPhone user profile
      Ⅱ. Application usage patterns
      Ⅲ. IT service usage patterns
      Ⅳ. Reasons for iPhone purchase & future iPhone users
      V. Others: iPhone Accessories
    • EXECUTIVE SUMMARY
      www.digieco.kr
      Google
      58%
      Users who visit Appstore everyday
      Increased preference of portal when using iPhone
      63min.
      4.1
      Game
      83%
      $5.4
      Screen protection cases
      Average commute time
      Most preferred purchase/ downloaded applications (Paid/free)
      Monthly planned budget for applications
      Most preferred accessories
      Users who have AP at home
      An iPhone user’s acquaintances who want to use iPhone
    • Research method
      www.digieco.kr
      Analysis of impact of iPhoneone month after its release by investigating IT service and phone usage patterns of iPhone users
      Purpose
      1,400 domestic iPhone users (male: 87%, female: 13%)
      Object
      Online survey for a week from Jan. 6, 2010 to Jan. 13.
      Via DigiEco, the online intelligence portal of KT Business & Economics Research
      Period
      Are there any changes in the use of telecommunication/internet/PC due to iPhone?
      Why did you get an iPhone, and what kind of applications do you prefer?
      Plan to purchase/download applications? Past spending and future budget for the purchase?
      Question
    • Ⅰ. iPhone user profile: [1] product experience
      www.digieco.kr
      46% of iPhone users experienced touch-screen phones. 27% of them experienced other smart phones.
      iPhone users experienced iPod and iPod Touch the most among Apple’s products. 28% of them have experience using Apple’s computer products.
      Smart phones
      27%
      Apple’s products
      59%
      Touch-screen phones
      46%
      20s
      39%
      iPod (MP3)
      39%
      Samsung phones
      48%
      iPod (Touch)
      30%
      LG phones
      31%
      30s
      51%
      Laptop (Macbook)
      16%
      Other phones
      21%
      40s
      7%
    • Ⅰ. iPhone user profile: [2] means of transportation
      www.digieco.kr
      The average commute time for iPhone users was 63.2 minutes mainly by bus or subway.
      LBS applications were most frequently tried out, especially for public transportation and getting directions.
      Commute time
      63 min.
      Most preferred transportation
      10s
      44 min.
      10s
      Bus >Walk >Subway
      20s
      63 min.
      20s
      Subway >Bus >Car
      30s
      65 min.
      30s
      Car >Subway >Bus
      Most frequently used applications
      Trial applications
      No 1. Game
      No 1. LBS
      No 2. Camera
      No 2. Game
      No 3. LBS
      No 3. Camera
    • Ⅱ. Application use patterns: [1] most frequently used applications
      www.digieco.kr
      There is difference between the main reasons to buy iPhone and most frequently used applications by age.
      Game and camera applications, which are not the main reason to buy iPhone, are most frequently used. Surprisingly, users in their 40s enjoy games.
      <Main reasons to buy iPhone>
      Main reason for purchase
      10s~20s: iPod
      30s~40s: E-mail/SNS
       
      Most frequently used apps
      Game/Camera/LBS apps
      <Most frequently used applications>
    • Ⅱ. Application use patterns: [2] application consumption patterns
      www.digieco.kr
      iPhoneusers are willing to pay for games, productivity and LBS. Willingness to pay is highest for game applications to 10s~20s age group and productivity to 30s~40s age group.
      People in 40s tend to download free games while paying for productivity/LBS applications.
      <Preferred free applications>
      Free applications
       Game/camera/SNS apps
       
      Paid applications
      Game/LBS/productivity apps
      <Preferred paid applications>
    • Ⅱ.Application use patterns: [3] application use patterns & budget for applications
      97.6% of iPhone users have visited the Appstore. 58% of them visit almost every day.
      Estimated monthly budget is $12.8 for the first month, and plan to spend $5.4 for months after.
      <Budget for purchsing applications>
      <Frequency of Appstorevisit>
      Less than once a week
      2.4%
      $12.8 for the first month
      Once a week
      4.5%
      $4.25
      $9.2
      10s
      10s
      Twice or 3 times a week
      17.2%
      UP
      UP
      $11.9
      $5.3
      20s
      20s
      15.4%
      4 or 5 times a week
      30s
      30s
      $5.7
      $13.9
      58.1%
      Almost every day
      $17.5
      $6.5
      40s
      40s
      More than twice a week
      91%
      97.6%
      At least once ever
      $5.4 for months after
      “I visit Appstore almost every day!”
      10s
      65%
      10s
      60%
      54%
      20s
      20s
      46%
      30s
      64%
      40s
      38%
    • Ⅲ. IT service use patterns: [1] wire-wireless portal
      www.digieco.kr
      Google, with optimized service for iPhone, has highest increasing preference – expecting a shift of power in the internet portal industry.
      The preference increases once iPhoneusers experience the convenience of G-mail.
      <Portal preferred by PC users>
      <Difference>
      <Portal preferred by iPhone users>
      PC -> iPhone
      Change of preferred portal
      <Portal preferred by iPhone users>
      Preferred portal change caused by G-mail
      <Portal preferred by PC users>
    • Ⅲ. IT service use patterns: [2] AP & High speed internet
      www.digieco.kr
      Most iPhone users have Wi-Fi AP at home and at work, but AP accessibility is low in other places.
      While PC usage time at home has decreased, iPhone usage time and need for high-speed internet accessibility has increased.
      <Accessibility to AP in other places >
      AP at home
      83%
      AP accessibility is guaranteed at home and at work.
      Not easily accessible to AP in other places.
      AP at work
      71%
      NESPOT AP
      66%
      Low
      Medium
      High
      Do you think you need high speed internet for iPhone?
      The PC usage time at home has decreased due to the use of iPhone!
       
      The need for high speed internet to use Wi-Fi has increased!
      PC usage time at home
      iPhone usage time at home
    • Ⅳ.Reasons for iPhone purchase & future iPhone users
      www.digieco.kr
      The main reason to buy iPhone is ‘iPod Touch’ for teenager users, ‘friend’s recommendation’ for users in their 20s, and ‘blogs’ for users in their 30s. An iPhone user makes 4.1 friends and colleagues to think about buying iPhone.
      2.7 people
      10s
      4.1 people
      20s
      4.3 people
      30s
      3.7 people
      40s
      An iPhone user makes nearly 4.1 people think about buying iPhone.
    • 11
      V. Others: iPhoneaccessories
      www.digieco.kr
      Many iPhone users buy screen protection films and cases with the iPhone. 
      iPhoneusers have high willingness to buy audio systems for iphone, which means they are not limiting iPhoneas a personal mobile device but plan to expand it as the center of multimedia activities at home.
      <Accessories users already have>
      <Accessories users want to have>