Smart index survey russia 2011

SMART Index survey results
Russia 2011
Simple
mobileYouth &
Mobile

© MOBILEYOUTH 2011
Anketki Research

Advocacy &
Recommendation
Tracker
FLICKR: SARAH REID

http://www.mobileyouthreport.com
http://anketki.ru/research

What does SMART measure?
SMART measures the strength of word-of-mouth
recommendation for handset brands among young people.

© MOBILEYOUTH 2011
FLICKR: GULLEVEK


RANKING MOBILE HANDSET BRANDS BY
SMART INDEX FOR THE RUSSIAN MARKET
80% Nokia is the most recommended
60%
handset brand in Russia

© MOBILEYOUTH 2011
40%

20%
SMART Index

0%
Nokia Apple Sony Ericsson Samsung BlackBerry Motorola
-20%

-40%

-60%

-80%

-100%

Source: mobileYouth


Why is recommendation important in Youth Marketing?
65% of youth purchase decisions are driven by word-of-mouth;
primarily recommendation between peers.

© MOBILEYOUTH 2011
FLICKR: CHICAGOLAU


Why pay attention to SMART Index?
SMART predicts trends in profitability and market share for handset brands.

© MOBILEYOUTH 2011
FLICKR:JAAKO


RECOMMENDATION DRIVES PROFIT
SMART INDEX

Nokia

© MOBILEYOUTH 2011
Apple
Sony Ericsson

CHANGE IN
Samsung Handset brands that have successfully PROFIT SHARE
increased their recommendation scores
have also seen an increase in their share
of market profit as a % share. With falling
SMART score, Nokia has not seen change
in in profit share. Apple’s rising SMART
score is reflected in its increase of
industry profit share in Russia.

Source: mobileYouth


How SMART Index helps your marketing?
Identify you beachhead segment by demographic traits
such as age and gender

© MOBILEYOUTH 2011
FLICKR:REZAVOODY


HANDSET BRANDS SMART INDEX BY
AGE GROUP FOR THE RUSSIAN MARKET
Sony Ericsson has its most vocal
80% fans in the 20-24 age group

© MOBILEYOUTH 2011
60%
40%
20%
SMART Index

0%
-20% Nokia Apple Sony Ericsson Samsung BlackBerry Motorola

-40%
-60%
-80%
-100%
15-19 20-24 25-29

Source: mobileYouth


HANDSET BRANDS SMART INDEX BY
AGE GROUP FOR THE RUSSIAN MARKET

Sony Ericsson fans are mostly male
80%

© MOBILEYOUTH 2011
60%
40%
20%
SMART Index

0%
-20% Nokia Apple Sony Ericsson Samsung BlackBerry Motorola

-40%
-60%
-80%
-100%
Male Female

Source: mobileYouth


Where else has the SMART Index been done?
SMART Index has been carried out in 4 unique markets so far

© MOBILEYOUTH 2011
FLICKR:KENNETH LU


GLOBAL SMART INDEX BRAND HEAT MAP
USA S. Africa Malaysia Russia KEY

Apple RED HOT
High
positive

© MOBILEYOUTH 2011
BlackBerry SMART
scores
HOT
Samsung

Motorola WARM

Nokia
COLD

Sony
Ericsson ICE COLD

HTC High
negative
NO DATA SMART
LG scores


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

© MOBILEYOUTH 2011
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.
Freddie Benjamin, mobileYouth

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”.
Graham Brown, mobileYouth


CONTACT

If you have any questions on the survey content please contact:

Josh Dhaliwal
Director

© MOBILEYOUTH 2011
josh.dhaliwal@mobileYouth.org
http://www.twitter.com/joshdhaliwal

UK/Europe: +44 203 286 3635
North America: +1 646 867 3635
South Africa: +27 11 08 3635 1
Asia: +852 8 176 365 0


Smart index survey russia 2011

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