New Survey Reveals Drives CXO’s

Mobile Device Purchasing Decisions

Research PREVIEW for the

2013 U.S. CXOs Mobile Devices Report

@FS_ITVision

Contents

Section

Research Background, Objectives, and Methodology

Executive Summary

Laptops

Smartphones

Tablets

Profile

Annexes

Appendices

Frost & Sullivan Story

Research Objectives

Source: Frost & Sullivan analysis.

• The primary objective of this research is to measure preferences regarding

mobile communications and computing devices among CXOs (e.g., CIOs,

CEOs, presidents, and directors) across various industry verticals

throughout the United States.

• Supporting the overall objective, this study also measures the influence that

features have in the selection process of mobile devices, satisfaction with

brands, future intentions toward owned brands and channels used to

purchase mobile devices.

• Specifically, the focus of this research is on the following types of

products/services:

• Laptops

• Smartphones

• Tablet computers

Research Methodology

Source: Frost & Sullivan analysis.

Methodology:

• A Web-based survey methodology was utilized. Only qualified respondents

are surveyed and must meet requirements set by a screening process prior

to full survey participation.

(Sample):

• Frost & Sullivan surveyed 555 CXOs (i.e., C-level Executives, Directors,

Managers) from our own extensive sample database, ranging across

various industry verticals primarily in North America, but from other regions

as well. Respondents were screened to meet certain requirements prior to

full survey participation. Specifically, they were required to be:

• Executives or corporate managers

• Users of at least one of the following devices: laptop computer,

smartphone or tablet computer.

• The following three slides provide more

details of the sample.

Respondent Title/Role in Organization

30%

25%

17%

12%

8%

3% 3% 3%

Director Manager/ Supervisor

Vice president Chairman/ President/CEO

Other C-level executive

CIO/CTO Owner/Proprietor Other

Respondent Title/Role in Organization: Global, 2013

Base: All respondents (n=555).

Q37. Which of the following general workplace roles best describes your role/ responsibility within your

organization?

Company's Number of Employees

5% 3% 1%

10% 14%

6% 2% 4% 5%

8% 10%

32%

One to four

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Company's Number of Employees: Global, 2013

Base: All respondents (n=555).

Q39. What is the number of employees across your entire company worldwide, including all of its branches,

divisions, and subsidiaries?

Sample of Key Highlights

• Frost & Sullivan research indicates laptop computer use among CXOs peaked in

2011, but since that time there has been a steady decline which can be attributed to a

shift towards tablet adoption.

• Roughly one third of CXO respondents indicate they will likely replace a laptop with a

tablet.

• Apple is the most prevalently owned smartphone brand and the highest rated for

satisfaction among CXOs, yet their year over year growth rate is low compared to

their nearest competitors. Notably, Samsung is expected to experience the most

substantial future growth.

• The largest proportion of CXOs prefer to have the Apple iOS as the operating system

in their next smartphone (63%), followed by Android (25%), and Windows Phone 8

(6%).

Source: Frost & Sullivan analysis.

Source: Frost & Sullivan

Overview of Laptop Brand Ownership

Overall, Dell is the most prevalently owned laptop brand among CXOs, followed by Apple and HP.

Generally, the majority of CXOs own more than one laptop and specifically, owners of Dell and Apple

own 1.7 (each). Among less prevalently owned brands, multiple laptop ownership is less common.

55%

36% 31%

23%

12% 7% 7% 5% 5%

1%

1.70 1.70

1.30 1.20

1.30 1.10

1.20 1.10

1.30

1.00

0.0

0.5

1.0

1.5

2.0

0%

15%

30%

45%

60%

75%

Del

l

Ap

ple

HP

Len

ovo

Tosh

iba

Ace

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atew

ay

Son

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Asu

s

Sam

sun

g

Fujit

su

Overview of Laptop Brand Ownership: Global, 2013

Percent of brand ownership Mean number of each brand owned

Base: Filtered respondents, laptop owners (n=524).

Q3a. What laptop computer brands do you currently own? (Multiple response.)

Q3b. Of the laptop computer brands you currently own how many do you have of each brand?

Source: Frost & Sullivan

Overview of Tablet Brand Ownership

Overall, Apple is by far the most prevalently owned tablet brand among CXOs, followed very distantly

by Kindle Fire and Samsung Galaxy. Ownership of multiple devices is uncommon for owners of less

popular brands—but Apple tablet owners own an average of 1.5 tablets each. Kindle Fire and Barnes

& Noble Nook, popular e-reader brands, break this trend with averages of 1.28 and 1.4 each.

87%

11% 8% 4% 3% 3% 3% 1% 1% 1% 1%

1.54 1.28

1.12 1.07 1.10

1.40

1.00 1.00 1.00 1.00 1.00

0.0

0.5

1.0

1.5

2.0

0%

20%

40%

60%

80%

100%

Ap

ple

iPad

Kin

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Fir

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Sam

sun

g G

alax

y

Mic

roso

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urf

ace

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oo

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erry

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toro

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HP

Tosh

iba

Overview of Tablet Brand Ownership: Global, 2013

Percent of brand ownership Mean number of each brand owned

Base: Filtered respondents (n=336).

Q27a. What tablet brands do you currently own? (Multiple response.)

Q27b. Of the tablet brands you currently own how many do you have of each brand?

Source: Frost & Sullivan

Overview of Smartphone Brand Ownership

Overall, Apple is the most prevalently owned smartphone brand among CXOs, followed distantly by

Samsung and BlackBerry. Generally, the majority of CXOs own more than one smartphone. Multiple

smartphone ownership is common regardless of brand.

73%

21% 21% 8% 8% 5% 3% 1% 1% 1%

1.69

1.21 1.13 1.12 1.21 1.30 1.18

1.00

1.67

1.00

0.0

0.5

1.0

1.5

2.0

0%

15%

30%

45%

60%

75%

90%

Ap

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Sam

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HTC

Mo

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Eric

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tech

Overview of Smartphone Brand Ownership: Global, 2013

Percent of brand ownership Mean number of each brand owned

Base: Filtered respondents, smartphone owners (n=516).

Q14a. What smartphone brands do you currently own? (Multiple response.)

Q14b. Of the smartphone brands you currently own how many do you have of each brand?

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Interested in Full Access? Connect With Us

Clarissa Castaneda Corporate Communications

(210) 477-8481

clarissa.castaneda@frost.com

Research Authors

Research Director

Brent Iadarola

Research Director, Mobile & Wireless

Frost & Sullivan

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