Download - SMART Index Survey Russia 2011
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
FLICKR: SARAH REID
Simple
Mobile
Advocacy &
Recommendation
Tracker
SMART Index survey results
Russia 2011
mobileYouth &
Anketki Research
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
FLICKR: GULLEVEK
What does SMART measure?
SMART measures the strength of word-of-mouthrecommendation for handset brands among young people.
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
RANKING MOBILE HANDSET BRANDS BY
SMART INDEX FOR THE RUSSIAN MARKET
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
Nokia Apple Sony Ericsson Samsung BlackBerry Motorola
SMA
RT
Ind
ex
Nokia is the most recommended handset brand in Russia
Source: mobileYouth
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
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Why is recommendation important in Youth Marketing?
65% of youth purchase decisions are driven by word-of-mouth; primarily recommendation between peers.
© M
OB
ILEYO
UTH
2011
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FLICKR:JAAKO
Why pay attention to SMART Index?
SMART predicts trends in profitability and market share for handset brands.
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
RECOMMENDATION DRIVES PROFIT
CHANGE IN
PROFIT SHARE
SMART INDEX
Apple
Samsung
Sony Ericsson
Nokia
Source: mobileYouth
Handset brands that have successfullyincreased their recommendation scoreshave also seen an increase in their shareof market profit as a % share. With fallingSMART score, Nokia has not seen changein in profit share. Apple’s rising SMARTscore is reflected in its increase ofindustry profit share in Russia.
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
FLICKR:REZAVOODY
How SMART Index helps your marketing?
Identify you beachhead segment by demographic traitssuch as age and gender
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
HANDSET BRANDS SMART INDEX BY
AGE GROUP FOR THE RUSSIAN MARKET
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
Nokia Apple Sony Ericsson Samsung BlackBerry Motorola
SMA
RT
Ind
ex
15-19 20-24 25-29
Sony Ericsson has its most vocal fans in the 20-24 age group
Source: mobileYouth
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
HANDSET BRANDS SMART INDEX BY
AGE GROUP FOR THE RUSSIAN MARKET
-100%
-80%
-60%
-40%
-20%
0%
20%
40%
60%
80%
Nokia Apple Sony Ericsson Samsung BlackBerry Motorola
SMA
RT
Ind
ex
Male Female
Sony Ericsson fans are mostly male
Source: mobileYouth
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
FLICKR:KENNETH LU
Where else has the SMART Index been done?
SMART Index has been carried out in 4 unique markets so far
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
GLOBAL SMART INDEX BRAND HEAT MAP
USA S. Africa Malaysia Russia
Apple
BlackBerry
Samsung
Motorola
Nokia
Sony Ericsson
HTC
LG
KEY
RED HOT
HOT
WARM
COLD
ICE COLD
NO DATA
High positiveSMART scores
High negativeSMART scores
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
The validity of SMART Index holds up across global markets. When comparing US and Russia, in both markets, Sony Ericsson has its most vocal and active fans concentrated in the 20-24 age group and they tend to be male. SMART Index has been able to provide us with such market specific actionable insights for all
handset brands included in the survey.
The SMART Index was created to measure a fundamental youth behavior : word-of-mouth recommendation. We have found
that in all markets, a brand’s SMART Index very closely co-relates to the change in profit share for the brand. This is
statistical proof for what we have been saying for the last 10 years : “Recommendations drive profit”.
Recommendations are the main information source driving purchase decisions. Most of the respondents in our survey say that they have been asked by somebody which phone to buy,
and a significant part of their segment say it’s happening “very often” or “all the time”. Young people are asked by their friends
(73%), as well as parents (35%) and siblings (24%).
Roman Ravve, Anketki Research
Freddie Benjamin, mobileYouth
Graham Brown, mobileYouth
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OB
ILEYO
UTH
2011
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FLICKR: JULIE HIKARI
mobileYouth
Anketki Research
http://www.mobileyouthreport.com
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&
Conducted jointly by:
© M
OB
ILEYO
UTH
2011
http://www.mobileyouthreport.com
http://anketki.ru/research
CONTACT
If you have any questions on the survey content please contact:
Josh [email protected]://www.twitter.com/joshdhaliwal
UK/Europe: +44 203 286 3635North America: +1 646 867 3635South Africa: +27 11 08 3635 1Asia: +852 8 176 365 0