What cellphone brands does people recommend the most to their friends in Russia.

1. 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

2. What does SMART measure?
SMART measures the strength of word-of-mouth
recommendation for handset brands among young people.
© MOBILEYOUTH 2011
FLICKR: GULLEVEK
http://www.mobileyouthreport.com
http://anketki.ru/research

3. 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
http://www.mobileyouthreport.com
http://anketki.ru/research

4. 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
http://www.mobileyouthreport.com
http://anketki.ru/research

5. Why pay attention to SMART Index?
SMART predicts trends in profitability and market share for handset brands.
© MOBILEYOUTH 2011
FLICKR:JAAKO
http://www.mobileyouthreport.com
http://anketki.ru/research

6. 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
http://www.mobileyouthreport.com
http://anketki.ru/research

7. How SMART Index helps your marketing?
Identify you beachhead segment by demographic traits
such as age and gender
© MOBILEYOUTH 2011
FLICKR:REZAVOODY
http://www.mobileyouthreport.com
http://anketki.ru/research

8. 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
http://www.mobileyouthreport.com
http://anketki.ru/research

9. 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
http://www.mobileyouthreport.com
http://anketki.ru/research

10. 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
http://www.mobileyouthreport.com
http://anketki.ru/research

11. 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
http://www.mobileyouthreport.com
http://anketki.ru/research

12. 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
http://www.mobileyouthreport.com
http://anketki.ru/research

13. Conducted jointly by:
© MOBILEYOUTH 2011
mobileYouth
http://www.mobileyouthreport.com
&
Anketki Research
http://anketki.ru/research
FLICKR: JULIE HIKARI
http://www.mobileyouthreport.com
http://anketki.ru/research

14. 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
http://www.mobileyouthreport.com
http://anketki.ru/research