2. DRIVERS OF CHOICE: ACTIVITIES
UNIVERSE: Who has personally chosen the main phone (+15 y.o., Internet users), cases 3.700
Thinking 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 in particular?
0% 25% 50% 75% 100%
Voice call 64
82
SMS / MMS 60
75
Foto/Video 48
51
To listen music 39
29 +2 ppt vs Q1 2010
Microbrowsing 41
12 +2 ppt vs Q1 2010
GPS / Navigator 36
9
+2 ppt vs Q1 2010
Email 31
10
To play games 20
13
Download games, music, applications 21
10
+3 ppt vs Q1 2010
Social Network 23
5
Instant Messaging 20
5
Video-call 10
11
Watch Video (Youtube, podcast) 12
4
None of them 2
5
Smartphone Not Smartphone
The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)
2
3. TREND WEB/WAP DATA TRAFFIC (last 30 days)
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.013)
NOTE: from 2009 Mobile-
Next is conducted quarterly
9.000
8.000
8.471
7.000 MICROBROWSING
TOTAL SAMPLE
6.000 EMAIL
5.000 5.181 INSTANT MESSAGING
4.000
4.448 SOCIALIZING
'000
4.087
3.000 WEB / WAP DATA TRAFFIC
2.000 2.105
1.000
0 Variance % QoQ YoY
MICROBROWSING 5% 59%
Jan
Feb
Mar
June
Apr
Jul
Sep
Oct
Dec
Jan
Feb
Mar
June
Apr
Jul
Sep
Oct
Dec
Apr
Jul
Oct
Jan
Apr
Jul
Nov
Nov
May
May
EMAIL 7% 61%
INSTANT MESSAGING 14% 78%
SOCIALIZING 5% 70%
'07 '08 '09 '10 DATA TRAFFIC 2% 39%
3
4. MOBILE INTERNET VAS
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.013)
Visiting Social
Network Sites
Instant Messaging (last 30 days)
(last 30 days)
2,1M 3,2M
+ 4%
+ 14%
Browsing
Off Portal
(last 30 days)
4,8M Email
(last 30 days)
+ 6% 4,1M
+ 7%
… 6,5M users at least one Internet VAS from mobile phone (last 30 days)
(+ 7% vs Apr’10)
4
5. MOBILE INTERNET VAS USER PROFILE
UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 6.467.901 (cases 1.433)
65% 35% 67% 33% 67% 33% 63% 37% 63% 37%
100%
7 7 5 5 8
6 7
7 7 6
11 12
11 10 12
75%
8 11
10 14 11 Female 45+
13 Female 35-44
6 5
16 19 Female 25-34
50% 12 13 Female 15-24
15
15 Male 45+
16
16 Male 35-44
20
19 Male 25-34
25% 18 16 Male 15-24
+6 ppt
+3 ppt
+4 ppt
+1 ppt +3 ppt
25 28
17 21
16
0%
Net - Internet VAS Email Browsing Off portal Social Network Instant Messaging
5
6. MOBILE INTERNET VAS USER PROFILE
UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 6.467.901 (cases 1.433)
How do you usually access to your mail from Mobile? … access to Social Network Sites? … use Instant Messaging?
100%
13 10
20 22
25 25
75%
21 43
20 44
31
34
From Browser / From Web Site
50%
By an application (I downloaded it personally)
By an application (Embedded)
58
55
25%
47 47
40 43
0%
Q1 2010 Q2 2010 Q1 2010 Q2 2010 Q1 2010 Q2 2010
Email Social Network Instant Messaging
6
7. DRIVER TO ADOPTION INTERNET VAS FROM MOBILE PHONE
UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 6.467.901 (cases 1.433)
Why do you start to use [browsing / the email / Social Network / IM] from your mobile phone?
TOTAL SAMPLE
VAR vs Q1
0% 25% 50% 75% 2010 100%
(PPT)
The computer is not
42 -2
always available
A new Mobile 41 -3
Out of curiosity 39 +3
I'm always around, moving 30 -3
Plan with data traffic
25 +2
for free /l ow price
Business 23 -2
A promotion that gave +3
22
me free traffic
I was tempt by advertising 9 -1
I accidentally clicked -
% -6Multiple choice
the button
7
8. OVERALL USER EXPERIENCE OF INTERNET VAS FROM CELL. (last 30 days)
UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 6.467.901 (cases 1.433)
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”
DETAILED SERVICE
100% 2 1 2 1 2 2 1 1
2 2 2
6 6 5 4 6 6 5 5
14 15
17 17 12
18 15 17
20 19
75%
45 47
53
48 49 50 45
50% 44 50 45
25%
37 36
28 29 29 28 28 32 31
25
0%
Q1 2010 Q2 2010 Q1 2010 Q2 2010 Q1 2010 Q2 2010 Q1 2010 Q2 2010 Q1 2010 Q2 2010
Total Internet VAS Email Browsing off portal Social Network Instant Messaging
Not at all agree Few disagree Somewhat agree Mostly agree Extremely agree
8
