The document provides an overview of Nielsen's 2012 Taiwan smartphone report. Some key findings include: - Over 50% of Taiwanese own smartphones, with brands like Samsung and Apple popular. - Social media and games are most commonly used smartphone apps. - Mobile internet and video are frequently accessed on smartphones in Taiwan. - Taiwanese smartphone users are receptive to mobile advertising but prefer certain ad formats. The report will analyze smartphone usage trends, app and media consumption, brand performance, and consumer attitudes in Taiwan using Nielsen's research methodology and 4-way mobile phone classification system. It aims to provide insights for manufacturers, carriers, developers and marketers.

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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?
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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
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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.
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7. Research Methodology
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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
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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)
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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.
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11. Report List of Charts
The report will contain around 400 powerpoint pages.
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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
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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
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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
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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
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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
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 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
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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
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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
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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.