1. Caratteristiche e finalità
CONSUMER VAS MONITORING - ITALY
IIII QUARTER 2010
"The Iphone Case"
December 2010
1
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. 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. 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 RIM
Price 42 48 56 70 8 30 18
Brand 42 52 44 31 48 28 26
Display 39 39 41 49 45 38 42
Stylish 39 36 51 39 46 31 29
Camera, videocamera 34 42 36 37 28 33 10
Iphone outperforms
Internet access 33 33 25 17 56 44 67
with any driver of
Wi-Fi connection 33 37 21 15 61 69 22
GPS / Navigator 28 34
choice15 the 7
vs 46 50 36
Music capabilities 27
average, except for
29 28 31 35 20 2
Form type 24 battery duration,33
21 31 25 17 28
Keys/buttons/touch 22 camera and form of
26 27 26 12 16 15
Battery life 22 21 typing 24
inputs 21 16 17 41
Operating system 19 13 13 8 43 50 29
Durability 19 19 20 9 17 19 28
Color 19 17 27 33 11 16 13
Office functions 19 17 10 2 35 37 46
Sound quality 18 21 19 17 25 13 10
Speed of connection 16 16 14 7 25 24 16
The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)
4
5. DRIVERS OF CHOICE: ACTIVITIES / SMARTPHONE BRANDS
UNIVERSE: Who has personally chosen a Smartphone (+15 y.o., Internet users), cases 1.767
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?
SMARTPHONE BRAND
TOTAL SMARTPHONE
NOKIA SAMSUNG LG APPLE HTC RIM
Voice call 65 60 72 66 60 64 76
SMS / MMS 63 57 72 75 60 59 69
Foto/Video 48 55 59 63 45 34 21
To listen music 37 41 44 45 36 36 17
Microbrowsing 35 36 30 20 62 60 30
GPS / Navigator 34 Iphone outperforms with
39 22 9 60 51 52
any activity as a driver of
Email 30 30 18 18 57 48 53
choice vs the average,
Social Network 22 19 22
being considerably more 9 42 24 20
Download games, music, applications 21 24 usable19 than avg 17 33 24 5
To play games 21 21 17 18 40 20 6
Instant Messaging 19 20 14 10 36 22 22
Video-call 15 17 12 14 19 20 5
Watch Video (Youtube, podcast) 13 14 9 1 26 9 15
None 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. MOST CONSIDERED BRANDS FOR NEXT MOBILE PHONE
UNIVERSE: 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 don't know 12 I don't know 12
9 9
6
7. MOST CONSIDERED BRANDS FOR NEXT MOBILE PHONE
UNIVERSE: 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 Ericsson
MOST 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 Ericsson
CONSIDERED 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 44
7
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 Samsung
It's comfortable / practical 41 38 42 35 33 62 47 45
When I'm around 41 41 39 39 37 45 48 51
The phone is always on 37 38 40 35 37 51 47 32
When I have no other way to access to
36 39
Iphone users36
37
rewards the
32 34 28 21
Internet usability more than any
Just to spend time 27 27 29 33
other brands and higher33 29 29 20
26 than the27
average 26
I have a good rate / included data-traffic
25 24 38 30 20
for free
I do it to be always updated, always
24 22 24 20 20 35 23 21
connected
It's free 22 25 26 21 23 19 20 21
Many people I know do it 8 7 10 11 11 7 6 2
I was tainted by advertising 7 5 7 14 16 6 0 7
8
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 666K
VAR TOP1 +3 ppt +5 ppt +13 ppt -8 ppt -15 ppt -1 ppt +21 ppt +6 ppt
VAR 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. 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 ppt
Convenient +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. 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 are
100% 7.000 always second in
17 18 16 12 ranking after Nokia's
20
5 6.000 ones, except for music OTHER
3
4
3
1
4 3 5 where Samsung wins... RIM
4 2
75% 971 HTC
16 5.000
13 APPLE
17 21 23 232
230 LG
3 5
4.000 SAMSUNG
4 966
4 4 NOKIA
50% 17
18
16 12 12
256
3.000
375
900 158
168
449
2.000 337 719
108
25%
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. 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 40
Both 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