digital shopping and connected devices in 2012

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Copyright © 2010 The Nielsen Company. Confidential and proprietary.

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--Smartphone Insight--

The best way to reach your clients every moment!

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?

The Ownership of Smartphone in Asia Pacific

Market Australia China Hong Kong Taiwan Korea Japan

Smartphone

Ownership

65% 66% 58% 50% 67% 26%

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?

Source: Nielsen research, 2012/4

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Why Nielsen Smartphone Report?• Nielsen’s 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


Nielsen Smartphone Insights 2012Essential reference on the smartphone consumer for manufacturers,

service providers, developers, publishers and marketers

February 2012

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Category

Growth and

Brand

Performance

Mobile Data

and

Applications

Usage

Mobile Media

Consumption

• 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

• 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 location-

based services.

Smartphones with Touchscreen

Smartphones without Touchscreen

Multimedia phones

Featurephones

Nielsen’s Smartphone Insights provides unrivalled insight into

the smartphone consumer and marketplace (1/2)

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Choice

Drivers and

Purchase

Satisfaction

and Loyalty

Mobile

Advertising

• 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

• Identify the main sources of information on which smartphone buyers rely

• Map where smartphones are purchased

• 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.

• 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.

Nielsen’s Smartphone Insights provides unrivalled insight into

the Smartphone consumer and marketplace (2/2)


Research Methodology

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Smartphone Insights’ Global Footprint

Q1 and Q3, 2012

Europe

UK

Germany

Russia

Italy

France

Poland

Asia

China

Hong Kong

Japan

Korea

Taiwan

India

Australia

Philippines

Malaysia

Vietnam

North America

USA

(available every

quarter)

Canada

Latin America

Brazil

Mexico

Additional markets likely to run 1 or more waves within 2012

Europe

Turkey

Romania

Spain

Kazakhstan

Netherlands

Middle East and Africa

UAE

Qatar

Kuwait

South Africa

Egypt

Saudi Arabia

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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.

• Stage 2 - Main Study:

Randomly selected Smartphone users and non-Smartphone users to meet respective quotas,

weighted according to Stage 1 data

Study Universe for the Main Study

– For online markets - “Mobile users aged 16 to 64 who are online”.

– For offline markets - “Mobile users aged 16 to 64 living in Major Metros”.

Taiwan belongs to Online market.

Stage 1 - Penetration Exercise (Sample sizes for General Population N=1,000)

Stage 2 - Main Study (Sample sizes for Smartphone Users N=800；Non Smartphone Users N=400)

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Nielsen’s Mobile Phone Classification

• As smartphone penetration approaches 50 % in many markets, it is no longer useful to treat

smartphones as a single segment. Nor is it useful to ignore that some featurephones are semi-smart.

• Nielsen’s 4-way device classification lends an additional dimension of value and action-ability.

• 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.

MOBILE

PHONE

CLASS

SMARTPHONES NON-SMARTPHONES

Touchscreen Smartphones Non Touchscreen

Smartphones

Multimedia

Phones

Feature

Phones

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

Open OS* allows

installation of

applications. No

touchscreen. (Only

devices with QWERTY or

alpha-numeric keypads

are included).

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.

All other

phones. (No

touchscreen,

no QWERTY

keypad, no

open OS).


Report List of ChartsThe report will contain around 400 powerpoint pages.

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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

vs Multimedia phones and Featurephones

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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

Smartphone vs Multimedia

phones and Featurephones

by Key Demographics ,User

Types ,Brands and MSP

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CHOICE AND PURCHASE

Selection Criteria for Smartphones

Price Paid for Smartphones

Information Sources Pre-Purchase for Smartphones

Sales Channel for Smartphones

Smartphone Selection Criteria

Smartphone Brands’ Competitive Positioning on Selection Criteria

Price Paid for Smartphone

Decision Makers for Phone Selection

Sales Channel for Smartphones by Brand and OS

Key Choice Driver for Top 10 Smartphone Models In Use

vs Multimedia phones

and Featurephones

by Key Demographics

and User Types

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APPS AND APPS MARKETPLACE

Number of Apps Regularly Used on Smartphones

Types of Apps Regularly Used on Smartphones

Number of Apps Downloaded to Smartphone in the Past 30 Days

Types of Apps Downloaded to Smartphones in the Past 30 Days

Expenditure on Apps in Last 30 Days for Smartphones

Main App Store Used

Satisfaction with App Stores Used

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MOBILE MEDIA (1/2)Mobile Internet

Locations for Accessing Mobile Media and Digital Content

Types of Websites Visited on Smartphones

Names of Websites Visited on Smartphones in the last 30 days

Access To Websites Via Browser Vs App

E-mail

Mobile E-mail Services Used In Past 30 Days

Frequency of E-Mail Checking

Use of Business Vs Personal Mails

GAMES PLAYED/ DOWNLOADED

Frequency of Using Mobile Games Sessions In Past 30 Days

Monthly Expenditure on Mobile Games

Music

Frequency of Using Mobile Games Sessions In Past 30 Days

Means for Accessing Mobile Radio

Method for Transferring Full Track Music

Monthly Expenditure on Music Downloads

Frequency of Using Music on Mobile

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MOBILE MEDIA (2/2)

Location Based Services

Method of Accessing Location Based Services

Types of LBS Apps Used

Frequency of Using LBS

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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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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SATISFACTION AND LOYALTY

Device

Device Satisfaction and Dissatisfaction

Satisfaction on Key Smartphone Attributes (ease of use, design, messaging, reliability,

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

Mobile Service Provider

Mobile Service Provider Satisfaction

Mobile Service Provider Potential Switching and Reasons for Switching


Thank You!

For further enquiries, please contact:

Emily Chen

+ 886 2 2756 8668 ext 258

[email protected]

Yvette Lu

+886 2 2756 8668 ext. 255

[email protected]

digital shopping and connected devices in 2012

Devices & Hardware