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