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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?
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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Copyright 2010 The Nielsen Company. Confidential and proprietary.
Nielsens 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.
February 2012
Nielsens 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 Quantify interest in up-grading (to a) smartphone and profile targets Measure brand strength of device, OS and mobile service provider brands, 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 Smartphones without Touchscreen Multimedia phones Featurephones
Identify which handset features and data services show the most potential, 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 Measure audience levels for top Internet sites over smartphones, and identify category-champions Identify most common uses of mobile social networking and locationbased services. 5
Nielsens 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 Measure brands positioning on the key smartphone drivers of choice
Determine which OS platforms are worth prioritizing for advertising Understand consumer exposure to mobile advertising, by advertising format, and consumer responses after seeing mobile ads. Understand attitudes towards and opportunities in mobile advertising.
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, design, messaging, reliability, features, choice of apps, ease of set-up, battery life and after sales Estimate and compare loyalty to different smartphone brands and OSs. 6
Research Methodology
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Copyright 2010 The Nielsen Company. Confidential and proprietary.
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.
Touchscreen Smartphones
Multimedia Phones
Touchscreen and/or QWERTY, but not an open OS. Must be able to access Internet by WiFi or 2.5G upwards, and has an HTML browser.
Feature Phones
All other phones. (No touchscreen, no QWERTY keypad, no open OS).
DEFINITION
Open OS* allows installation of applications. Features touchscreen. (May also feature QWERTY or alpha-numeric keypads alongside touchscreens). * Open OSs include: iOS, Android, Blackberry, Symbian, Maemo, 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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Copyright 2012 The Nielsen Company. Confidential and proprietary.
BRAND PERFORMANCE
Smartphone
Smartphone Penetration Smartphone Ownership Momentum 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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Copyright 2012 The Nielsen Company. Confidential and proprietary.
MOBILE USAGE
Incidence of Gifting and of Secondhand Phones Mobile Service Payment Types Data Plans Subscribed Usage of Multiple Phones Features Used in the Past 30 Days Data Applications Used in the Past 30 Days Accessories Used with Phone Average Monthly Expenditure
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Copyright 2012 The Nielsen Company. Confidential and proprietary.
vs Multimedia phones
and Featurephones
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Copyright 2012 The Nielsen Company. Confidential and proprietary.
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Copyright 2012 The Nielsen Company. Confidential and proprietary.
E-mail
Mobile E-mail Services Used In Past 30 Days Frequency of E-Mail Checking Use of Business Vs Personal Mails
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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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Copyright 2012 The Nielsen Company. Confidential and proprietary.
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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Copyright 2012 The Nielsen Company. Confidential and proprietary.
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
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Copyright 2012 The Nielsen Company. Confidential and proprietary.
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