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Digital Shopping and Connected Devices in 2012
- 2. Want to strengthen your brand engagement via a new platform?
Which channels you should know to increase interaction between your
brand and your target consumers?
--Smartphone Insight--
The best way to reach your clients every moment!
The Ownership of Smartphone in Asia Pacific
Market Australia China Hong Kong Taiwan Korea Japan
Smartphone 65% 66% 58% 50% 67% 26%
Ownership
Source: Nielsen research, 2012/4
Do you know 1 in 2 online consumers use a Smartphone in Taiwan?
Which social networking sites have Smartphone users visited in last 30 days?
Which types of applications are popular mostly to Smartphone users?
Which types of advertisement you may consider investing in digital marketing?
2
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 3. Why Nielsen Smartphone Report?
• Nielsen’s 4-WAY MOBILE PHONE CLASSIFICATION lends an additional
dimension of value and action-ability.
• Broad & profound coverage:
A. Eight Mobile Media deep dive sections provide valuable insights
into mobile internet, e-mail, games, music, LBS, TV/video, social
networking and IM.
B. Extensive Mobile Advertising section covers experiences with
mobile ads, actions taken as a result, and attitudes towards mobile
ads.
C. Extensive Apps and Apps Store section provides in-depth
understanding of apps usage and purchase, as well as satisfaction
towards apps stores.
D. Detailed Device Satisfaction section looks at satisfaction across 10
critical dimensions, cross-analyzed by brand and OS.
• Capability for multi-subgroup analysis (i.e. age/gender, usage type,
handset brand, OS, MSP etc.)
• Customized request available
3
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 4. Nielsen Smartphone Insights 2012
Essential reference on the smartphone consumer for manufacturers,
service providers, developers, publishers and marketers
February 2012
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 5. Nielsen’s Smartphone Insights provides unrivalled insight into
the smartphone consumer and marketplace (1/2)
• Measure smartphone penetration and growth by segment and
mobile service provider. Identify top-selling models
Category
• Quantify interest in up-grading (to a) smartphone and profile targets
Growth and
Brand • Measure brand strength of device, OS and mobile service provider brands,
Performance amongst smartphone users and up-graders
• Understand awareness and knowledge of OS, and its role in choice.
• Understand how smartphones alter consumer mobile behaviours, and
contrast usage by different classes of devices
Smartphones with Touchscreen Multimedia phones
Mobile Data
and Smartphones without Touchscreen Featurephones
Applications • Identify which handset features and data services show the most potential,
Usage and understand adoption across consumer groups
• Measure mobile applications download, spending and usage, and uncover
usage and perceptions of apps marketplaces
• Understand in-depth how smartphones user consume mobile media such
as the mobile Internet, social networking, music, video, games, LBS, e-mail
Mobile Media • Measure audience levels for top Internet sites over smartphones, and
Consumption identify category-champions
• Identify most common uses of mobile social networking and location-
based services. 5
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 6. Nielsen’s Smartphone Insights provides unrivalled insight into
the Smartphone consumer and marketplace (2/2)
• Understand the choice drivers for smartphones, by different consumer
segments, and contrast this to multimedia phone and featurephones
Choice
Drivers and • Measure brands’ positioning on the key smartphone drivers of choice
Purchase • Identify the main sources of information on which smartphone buyers rely
• Map where smartphones are purchased
• Determine which OS platforms are worth prioritizing for advertising
Mobile • Understand consumer exposure to mobile advertising, by advertising
format, and consumer responses after seeing mobile ads.
Advertising
• Understand attitudes towards and opportunities in mobile advertising.
• Measure overall customer satisfaction with smartphone brands, flagship
models (subject to sample size), OS and mobile service providers
• Measure satisfaction with handsets by key dimensions: ease-of-use,
Satisfaction design, messaging, reliability, features, choice of apps, ease of set-up,
and Loyalty battery life and after sales
• Estimate and compare loyalty to different smartphone brands and OSs.
6
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 8. Smartphone Insights’ Global Footprint
Q1 and Q3, 2012
Europe Asia North America Latin America
UK China India USA Brazil
Germany Hong Kong Australia (available every Mexico
Russia Japan Philippines quarter)
Italy Korea Malaysia Canada
France Taiwan Vietnam
Poland
Additional markets likely to run 1 or more waves within 2012
Europe Middle East and Africa
Turkey Kazakhstan UAE South Africa
Romania Netherlands Qatar Egypt
Spain Kuwait Saudi Arabia
8
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 9. Research Specifications
• Quantitative survey, averaging 30 minutes long.
• Amongst consumers aged 16 to 64.
• Stage 1 - Penetration Exercise:
Random interviews with quotas set according to the age, gender and regional proportions from
national census.
Stage 1 is done over online panel for Online Markets, and using CATI or Door-To-Door for
Offline Markets.
Penetration, user profiles and weights for the Main Study are taken from this Stage 1 data.
• Stage 2 - Main Study:
Randomly selected Smartphone users and non-Smartphone users to meet respective quotas,
weighted according to Stage 1 data
Study Universe for the Main Study
– For online markets - “Mobile users aged 16 to 64 who are online”.
– For offline markets - “Mobile users aged 16 to 64 living in Major Metros”.
Taiwan belongs to Online market.
Stage 1 - Penetration Exercise (Sample sizes for General Population N=1,000)
Stage 2 - Main Study (Sample sizes for Smartphone Users N=800;Non Smartphone Users N=400)
9
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 10. Nielsen’s Mobile Phone Classification
• As smartphone penetration approaches 50 % in many markets, it is no longer useful to treat
smartphones as a single segment. Nor is it useful to ignore that some featurephones are semi-smart.
• Nielsen’s 4-way device classification lends an additional dimension of value and action-ability.
MOBILE SMARTPHONES NON-SMARTPHONES
PHONE
CLASS
Touchscreen Smartphones Non Touchscreen Multimedia Feature
Smartphones Phones Phones
DEFINITION Open OS* allows installation of Open OS* allows Touchscreen and/or All other
applications. Features touchscreen. installation of QWERTY, but not phones. (No
(May also feature QWERTY or applications. No an open OS. Must touchscreen,
alpha-numeric keypads alongside touchscreen. (Only be able to access no QWERTY
touchscreens). devices with QWERTY or Internet by WiFi or keypad, no
alpha-numeric keypads 2.5G upwards, and open OS).
* Open OSs include: iOS, Android,
are included). has an HTML
Blackberry, Symbian, Maemo,
browser.
Windows, Linux (Web OS), Bada
• Importantly, surveys respondents are not asked to self-select their device class. Rather they are
asked to name their current model, with either the help of images of each model or with the help of
the interviewer in person. They are then assigned as users of a particular class of device based on
their model.
10
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 11. Report List of Charts
The report will contain around 400 powerpoint pages.
Copyright © 2010 The Nielsen Company. Confidential and proprietary.
- 12. BRAND PERFORMANCE
Smartphone
Smartphone Penetration
Smartphone Ownership Momentum vs Multimedia phones and Featurephones
Smartphone User Profile
Smartphone Device Brand Market Share
Smartphone Device Brand User Profile
Top 10 Smartphone Models in Use
Smartphone Brand Consideration and Conversion Rate
Smartphone OS
Smartphone Operating System (OS) Market Share
Smartphone OS User Profile
Smartphone Device Brand Momentum
Smartphone Brand and OS Awareness
Smartphone Brand and OS Preference
Smartphone OS Consideration and Conversion Rate
12
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 13. MOBILE USAGE
Incidence of Gifting and of Secondhand Phones
Smartphone vs Multimedia
Mobile Service Payment Types
phones and Featurephones
Data Plans Subscribed
Usage of Multiple Phones
Features Used in the Past 30 Days by Key Demographics ,User
Data Applications Used in the Past 30 Days Types ,Brands and MSP
Accessories Used with Phone
Average Monthly Expenditure
13
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 14. CHOICE AND PURCHASE
Selection Criteria for Smartphones
Price Paid for Smartphones vs Multimedia phones
Information Sources Pre-Purchase for Smartphones and Featurephones
Sales Channel for Smartphones
Smartphone Selection Criteria
Smartphone Brands’ Competitive Positioning on Selection Criteria
Price Paid for Smartphone
Decision Makers for Phone Selection by Key Demographics
Sales Channel for Smartphones by Brand and OS and User Types
Key Choice Driver for Top 10 Smartphone Models In Use
14
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 15. APPS AND APPS MARKETPLACE
Number of Apps Regularly Used on Smartphones
Types of Apps Regularly Used on Smartphones
Number of Apps Downloaded to Smartphone in the Past 30 Days
Types of Apps Downloaded to Smartphones in the Past 30 Days
Expenditure on Apps in Last 30 Days for Smartphones
Main App Store Used
Satisfaction with App Stores Used
15
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 16. MOBILE MEDIA (1/2)
Mobile Internet
Locations for Accessing Mobile Media and Digital Content
Types of Websites Visited on Smartphones
Names of Websites Visited on Smartphones in the last 30 days
Access To Websites Via Browser Vs App
E-mail
Mobile E-mail Services Used In Past 30 Days
Frequency of E-Mail Checking
Use of Business Vs Personal Mails
GAMES PLAYED/ DOWNLOADED
Frequency of Using Mobile Games Sessions In Past 30 Days
Monthly Expenditure on Mobile Games
Music
Frequency of Using Mobile Games Sessions In Past 30 Days
Means for Accessing Mobile Radio
Method for Transferring Full Track Music
Monthly Expenditure on Music Downloads
16
Frequency of Using Music on Mobile
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 17. MOBILE MEDIA (2/2)
Location Based Services
Method of Accessing Location Based Services
Types of LBS Apps Used
Frequency of Using LBS
Mobile TV/Video
Method of Accessing Mobile TV or Video
Subscription to Mobile TV or Video Services
Mobile Expenditure on Mobile TV or Video Services
Clips Vs Full Length Features – by Key Demographics
Frequency of Watching Mobile TV or Video
Impact on Mobile TV or Video on Other TV Viewing
Ways To Increase Mobile TV or Video Viewing
Social Networking
Types of Mobile Social Networking Activities
Frequency of Using Mobile Social Networking
17
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 18. MOBILE ADVERTISING
Advertising Received
Frequency of Viewing Mobile Ads
Types of Advertising Received on Mobile Phone in Last 7 Days
Action
Reaction to Receiving Advertising on the Mobile Phone
Actions Taken when Viewing Mobile Advertising
Attitudes and Preference Regarding Mobile Advertising
18
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 19. SATISFACTION AND LOYALTY
Device
Device Satisfaction and Dissatisfaction
Satisfaction on Key Smartphone Attributes (ease of use, design, messaging, reliability,
features, choice of apps, ease of set-up, battery life and after sales)
Smartphone vs non-Smartphone Brand Loyalty
Smartphone Device Brand Loyalty
Smartphone OS
Smartphone OS Loyalty
Migration Path to and From Smartphone Brands and OS
Mobile Service Provider
Mobile Service Provider Satisfaction
Mobile Service Provider Potential Switching and Reasons for Switching
19
Copyright © 2012 The Nielsen Company. Confidential and proprietary.
- 20. Thank You!
For further enquiries, please contact:
Emily Chen Yvette Lu
+ 886 2 2756 8668 ext 258 +886 2 2756 8668 ext. 255
Emily.X.Chen@nielsen.com Yvette.Lu@nielsen.com
Copyright © 2010 The Nielsen Company. Confidential and proprietary.