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Caratteristiche e finalità

CONSUMER VAS MONITORING - ITALY IIII QUARTER 2010

December 2010

"The Iphone Case"

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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

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TYPE OF INPUT: SMARTPHONE DEFINITION

And as regards the kind of keyboard, your main mobile phone is…? And as regards the kind of keyboard, your secondary mobile phone is…?

48% users of at least one Full-Touch /

Semi-Touch / QWERTY / Semi—QWERTY mobile

phone

10.8M users (+18% vs Q2)

UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.017)

22

7

5

73

6

3

24

5

5

73

7

2

29

4

7

66

6

2

0% 25% 50% 75% 100%

Full touch (without keyboard, only virtual keys)

Semi-touch standard (display active to touch and standard physical keyboard T9)

Semi-touch qwerty (display active to touch and standard physical keyboard qwerty)

Traditional

Traditional qwerty

Traditional semi-qwerty

Q1 2010 Q2 2010 Q3 2010

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DRIVERS OF CHOICE: SMARTPHONE BRANDS

The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)

UNIVERSE: Who has personally chosen a Smartphone (+15 y.o., Internet users), cases 1.767

TOTAL SMARTPHONE

SMARTPHONE BRAND

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 Internet access 33 33 25 17 56 44 67 Wi-Fi connection 33 37 21 15 61 69 22 GPS / Navigator 28 34 15 7 46 50 36 Music capabilities 27 29 28 31 35 20 2 Form type 24 21 31 33 25 17 28 Keys/buttons/touch 22 26 27 26 12 16 15 Battery life 22 21 24 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

Iphone outperforms with any driver of

choice vs the average, except for battery duration,

camera and form of typing inputs

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DRIVERS OF CHOICE: ACTIVITIES / SMARTPHONE BRANDS

The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)

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?

TOTAL SMARTPHONE

SMARTPHONE BRAND

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 39 22 9 60 51 52

Email 30 30 18 18 57 48 53

Social Network 22 19 22 9 42 24 20

Download games, music, applications 21 24 19 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

UNIVERSE: Who has personally chosen a Smartphone (+15 y.o., Internet users), cases 1.767

Iphone outperforms with any activity as a driver of

choice vs the average, being considerably more

usable than avg

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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

48

12

10

4

3

3

3

2

12

47

13

11

5

3

3

2

3

12

45

14

13

5

3

3

2

2

9

0% 25% 50% 75% 100%

Nokia

Apple (iPhone)

Samsung

Blackberry

Motorola

HTC

Lg Electronics

Sony Ericsson

I don't know

Q1 2010

Q2 2010

Q3 2010

64

27

24

12

10

7

6

7

12

64

30

24

12

10

8

8

6

12

64

32

25

14

10

8

8

7

9

0% 25% 50% 75% 100%

Nokia

Samsung

Apple (iPhone)

Blackberry

Motorola

Sony Ericsson

HTC

Lg Electronics

I don't know

Q1 2010 Q2 2010 Q3 2010

Iphone ranks two as the first choice, but goes third when also considering the second choice.

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MOST CONSIDERED BRANDS FOR NEXT MOBILE PHONE

Which is the first brand are you going to consider next time? Which other brand are you going to consider next time?

Total Mobile users

BRAND IN USE

Nokia Motorola Samsung Lg Sony Ericsson Apple HTC RIM

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 13 9 17 31 10 10 3 7 3

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 Mobile users

BRAND IN USE

Nokia Motorola Samsung Lg Sony Ericsson Apple HTC RIM

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

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)

Iphone is mostly considered alternative choice by ¼ of HTC and RIM users, and almost 60% of currents users would repeat the purchase

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ACTUAL REASONS TO USE INTERNET VAS /2

And now, why do you use [browsing / the email / Social Network / IM] from your mobile phone?

TOTAL INTERNET

VAS

Brand

Nokia … Smartphone Nokia Samsung … Smartphone

Samsung Apple HTC RIM

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 Internet 36 39 37 36 32 34 28 21

Just to spend time 27 27 29 33 33 29 29 20

I have a good rate / included data-traffic for free 25 24 26 27 26 38 30 20

I do it to be always updated, always connected 24 22 24 20 20 35 23 21

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

UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555)

Iphone users rewards the usability more than any other brands and higher

than the average

28 26 33

22 24

41 43 31

49 48 44

55 54

41 37 60

17 18 17 17 16 15 13

7 5 5 4 4 5 5 7 3 2 2 2 3 1

0%

25%

50%

75%

100%

Total Internet VAS

Nokia … Smartphone Nokia

Samsung … Smartphone Samsung

Apple HTC RIM

Brand

Not at all agree Few disagree Somewhat agree Mostly agree Extremely agree

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OVERALL USER EXPERIENCE OF INTERNET VAS FROM CELL. (last 30 days)

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”

The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)

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 +2 ppt +3 ppt +7 ppt -6 ppt +20 ppt +15 ppt

UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555)

Iphone are strongly more satisfied than the average, but the novelty effect is

slowly reducing

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DETAILED USER EXPERIENCE OF MICROBROWSING FROM CELL.

Thinking about your experience of […] with your cell., how much do you agree or disagree with the following statements?

UNIVERSE: User mobile phone (+15 y.o., Internet users), Internet Vas users 7.015.054 (cases 1.555)

56 55 62

57 60

68 61

58 58 54

59 63 65

59 58 64

84 83 85 83 84 87 92

96

69 65 67

71 73 75 82 84

0

25

50

75

100

Total Internet VAS

Nokia … Smartphone Nokia

Samsung … Smartphone Samsung

Apple HTC RIM

Brand I could do without it never again It is convenient It is easy It is fast

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

% - Top Two Iphone causes indispensability and

addiction in microbrowsing, but the activity and the perception of value is under consolidation.

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DOWNLOAD MARKET SHARE (last 30 days) /OEM

38 42 39 39 38

16 17

12 18

12

4 3

4

5

4

17 13 21

16 23

4 2 4 3 5 4

3 1 3

5

17 20 18 16 12

0%

25%

50%

75%

100%

Download (NET)

Ringtones / Logos

Game Music Application

2.170

655 944 845

1.172

900

260 295 385

374

256

90 117 124

966

203

515 335

719

230

108

168

232

158

971

313

449 337

375

0

1.000

2.000

3.000

4.000

5.000

6.000

7.000

Download (NET)

Ringtones / Logos

Game Music Application

OTHER

RIM

HTC

APPLE

LG

SAMSUNG

NOKIA

SHARE BRAND OEM

UNIVERSE: Downloaders at least one content in the previous 30 days UNIVERSE 4.660.135 (cases 1.033)

Iphone downloaders are always second in

ranking after Nokia's ones, except for music where Samsung wins...

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PAID / FREE CONTENTS

TOTAL DOWNLOAD BY OEM

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…

Only free contents

70

Both free and paid contents

26

Only paid contents

4

71 70 60

72

94

24 26 40

28

6 5 4

0%

25%

50%

75%

100%

NOKIA SAMSUNG APPLE HTC RIM

Only free contents Both free and paid contents Only paid contents

...but Apple users purchase more than the

others

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