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Study description Method

Online Survey

Field period

20.04. - 01.05.2010

Sample

N=596 Serbian internet user, invited on news-plattforms; Sample provided by noema.bg

Age Under 20 years 20 – 29 years 30 – 39 years 40 – 49 years 50 – 59 years 60 years or older

Education 12% 56% 26% 5% 2% 1%

Sex Male Female

2

52% 48%

Compulsory schooling Apprenticeship / professional training A-Levels University

2% 34% 19% 44%

Occupation employed (working man / clerk) employed (in a leading position) self employed in education (pupils) in university (students) currently unemployed (Parental leave, …) / looking for employment Pensioner

33% 10% 6% 8% 26% 16% 1%


Region Central Serbia Vojvodina Belgrade

36% 24% 40%

Who pays for the (most used) cell phone?

Characterisation of the own (most used) mobile device A fairly simple and reliable device (e.g.: Nokia 3120, Sony Ericsson K700)

39%

A classical but stylish device (e.g.: LG Chocolate)

11%

A device optimized for music or photo (e.g.: Sony Ericsson Walkmanhandy W910i, Nokia 5700) A smartphone or device optimized for business related issues with a broad feature set (e.g.: BlackBerry 8300, Nokia E71) Tochscreen device (e.g.: Samsung Omnia, iPhone, HTC G2 Magic)

3

26% 11% 13%

I pay these bills completely by myself. I carry more than half of those costs on my own. Mainly, somebody else is carrying those costs.

77% 7% 16%


Do you surf the web with your Mobile- / smartphone?

Yes; 57%

No; 43% Base: n=596 (all)

If yes: Is there a data package attached to your mobile phone contract, or have you supplemented your contract with such a package? know Data package is included in the normal contract / I have supplemented the contract with a data package.

27%

No data package is included in my contract and I have not supplemented it with such a package.

42%

I don't know

31%

In the majority of cases, the size of the data package is up to (and including) 1 GB.

Base: n=338 (Mobile internet user)

4


How helpful do you experience the following possibilities to improve the internet usage on the mobile phone? Bigger displays

58%

15%

Applications that provide direct access to specific internet based information

57%

19%

Learning browsers, so that you do not have to type the complete URL

56%

15%

Zoom possibilities for improving readability of websites

55%

18%

Websites optimized for smaller screens

54%

17%

Flash support on mobile-/smartphones Touchscreen devices 1 very helpful

2

3

4

45% 33% 5 Not helpful at all

18% 16% Don't know

Base: n= 338 (Mobile internet user)

5


Why don't you use the internet access on your mobile phone? Uncertain about the costs arising

30%

Mobile internet usage on a cell phone is unnecessary

25%

Access is too slow

16%

My mobile phone does not support this feature

15%

Screen is too small

14%

Major barriers: • Uncertainty about costs • Perceived not useful (unnecessary)

• Performance: Too long loading times

6

Websites are not displayed correctly on my mobile phone

7%

URL input on the phone's keypad is difficult

3%

Lacking usability of the mobile phone (too complicated)

1%

Other

16%

Base: n=258 (Non-mobile internet user)


• 37% of the respondents have already used mobile apps • App user have installed 9,4 Apps in average on their device. • 22% of the app users have already bought charged apps.

Favourite Categories

Base: n=206 (Mobile app installer)

7


From what sources have you downloaded your Apps in the past? (aided, multiple responses possible) Directly from the app developper (Google, Facebook, navigation system provider, ‌)

37%

Ovi Store (Nokia)

33%

AppStore of a MNO

17%

Play now (Sony Ericsson)

15%

Android Market (Google)

11%

Samsung Apps

10%

AppStore (Apple) Microsoft Marketplace Handago

BlackBerry Appworld Other

8

5% 2% 2% 2% 11%

Base: n=206 (Mobile app installer)


What sources inform you about mobile applications? (aided, multiple responses possible, Top5) Forums

46%

Journals / periodicals

36%

Online Newspapers

33%

Friends and relatives

31%

TV

23% Base: n=206 (Mobile app installer)

9


Over 70% of the app users see mobile apps as possibility to get information quicker. 60% find that apps are entertaining in social situations with friends.

Usage of mobile apps is fun.

53%

Mobile apps accelerate the access to information

50%

Mobile apps are entertaining among friends

Fully agree

Partly agree

20%

37%

Neutral

Partly disagree

22%

23%

Fully disagree

Don't know

Base: n=206 (Mobile app installer)

10


Please choose those companies / brands that you would like to see an app by / for. We presented a list of brands and companies. Here is shown, how many respondents asked for companies and brands of the following branches:

News

46%

Actual news, international news, weather forecast, tv programm

Sport (info services, betting)

28%

Real time scores, betting on the mobile, sports news

(Public) Transport

22%

Flight schedule, flight reservations, price info, delays, Bus/train schedule, tickets/reservation, route changes/delays

6%

Deliveries tracking, prices, delivery ordering

Delivery Service

Base: n=596 (All)

11


Developer Marketing-Agency

CONSUMER Company Content Partner own media

12


NokiaAppforum in Belgrade 18th May http://serbia.nokiaappforum.com/conference Nokia Call4Mobile Applications competition

13 Š 2010 Nokia

Alex L.

Ovi Store ASE Ecosystem


Usage of mobile Internet and mobile apps in Serbia  

Study: Usage of mobile Internet and mobile apps in Serbia

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