Executive Summery of Mobile-Next I Q 2010

1. Caratteristiche e finalità
MONITORING VAS CONSUMER
I QUARTER 2010
Milan 04/06/2010
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2. EXECUTIVE SUMMARY /1
 STRONG EVIDENCE FOR THE DIFFUSION OF TOUCH-SCREEN DEVICES:
– +9 PPT VS JANUARY ‘10 THE PERCENTAGE OF TOUCH AND/OR QWERTY MOBILE PHONE
USERS (40% OF POPULATION)
– NOT ONLY ENABLERS, BUT ALSO OCCASION AND DRIVER ITSELF TO TRY INTERNET MOBILE
VAS (BROWSING OFF PORTAL / EMAIL / INSTANT MESSAGING / VISITING SOCIAL NETWORK
FROM MOBILE AND DOWNLOADING APPLICATIONS AND CONTENTS) AS WELL AS THE ACCESS
TO INTERNET IS A KEY DRIVER TO BUY A SMARTPHONE
 BRAND AND PRICE, KEY DRIVERS OF CHOICE FOR TRADITIONAL PHONES, LOSE IMPORTANCE
VERSUS SPECIFICATIONS AND FUNCTIONALITIES (VIDEO/AUDIO, GPS, TECHNICAL EQUIPMENT)
IN PURCHASING A SMARTPHONE
 GENERAL GROWTH OF ALL THE MOBILE INTERNET SERVICES WITH 6,0M INTERNET MOBILE
VAS IN THE LAST 30 DAYS (+19% VS JANUARY ‘10), THANKS A GENERAL INCREASE OF MALE
15-24 YO AND FEMALE 25-44 YO USERS OF THE INTERNET RELATED VAS.
– BROWSING OFF PORTAL: +34% VS JAN ’10 AT 4,6M (INCLUDING BROWSING ON PORTAL +31%
AT 4,9M)
– EMAIL: +11% VS LAST QUARTER AT 3,8M
– VISITING SOCIAL NETWORKSITES FROM MOBILE: +46%, NOW AT 3,1M (TOTAL ACTIVITIES OF
SOCIALIZING +24% AT 4,2M AND OVERCOMING EMAIL SERVICE)
– INSTANT MESSAGING: +14% AT 1,9M
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3. EXECUTIVE SUMMARY /2
 REFERRING TO DOWNLOAD CONTENTS DIRECTLY FROM THE MOBILE PHONE: IN APRIL‘10
WHO DOWNLOADED AT LEAST ONE CONTENT IN THE PREVIOUS 30 DAYS ARE 4,6M,
INCREASING BY 11% VS JANUARY.
– STRONG INCREASE IN DOWNLOADING GAMES (+25%) AND APPLICATIONS (+29%), LATTER
STEADILY THE MOST IMPORTANT AND MOST DOWNLOADED CONTENT AND INCREASING THE
GAP TO MUSIC
 MOBILE FUNCIONALITIES:
– LISTENERS OF MUSIC / RADIO ON THE MOBILE PHONE IN THE PREVIUS 30 DAYS ARE 8,1M
(+20% VS JAN’10), 4,5M NOKIA USERS (+23%)
– SLIGHTLY INCREASING VS JANUARY IN PLAYING MOBILE GAME (5,7M | +7% VS LAST
QUARTER), BACK TO THE SAME LEVEL OF THE LAST YEAR.
– MAP SERVICE FROM MOBILE IS RELEVANTLY GROWING (6,3 M USERS, 3,6M NOKIA USERS),
THE GPS NAVIGATION SOFTWARE USE IS INCREASING BY 22% AT 5,6M USERS, STRICTLY
RELATED WITH THE INCREASE OF MOBILES EQUIPPED WITH GPS INTEGRATED ANTENNA
(FROM 3,8M DEVICES THREE MONTHS AGO TO 5M IN APRIL ‘10)
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4. MOBILE INTERNET VAS
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.018)
Visiting Social
Network Sites
Instant Messaging (last 30 days)
(last 30 days)
1,9M 3,1M
+ 46%
+ 14%
Browsing
Off Portal
(last 30 days)
4,6M Email
(last 30 days)
+ 34% 3,8M
+ 11%
… 6,0M users at least one Internet VAS from mobile phone (last 30 days)
(+ 19% vs Jan’10)
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5. ACTIVITIES WITH THE MOBILE PHONE IN THE LAST 30 DAYS (VAS)
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 22.635.752 (cases 5.018)
Indicate what of the following things you did with your mobile phones at least once in the last 30 days
0% 25% 50% 75% 100%
TRAFFIC DATA (NET) 60
21
Microbrowsing 39
10 Internet activities (NET):
Email 31 6,0M (27%)
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Socializing (NET) 33
9 - 4,2M Smartphone Users (47%)
Visiting Social Network sites 26 - 1,9M NOT Smartphone Users (14%)
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Instant Messaging 16
3
UGC 14
3
SMS / MMS Premium 20
15
The 63% of Smartphone users has
Watching Videos (Youtube / podcast) 19
6 subscribed a plan for data traffic
34 (vs 49% of Not Smartphone Users)
Contents Download (NET) 11
DW Logos / Ringtones / themes 8
4 The 74% of Smartphone users has
14 subscribed a plan or a service card
DW Games 2 (vs 62% of Not Smartphone Users)
DW Music 15
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22 The 57% of Smartphone users
DW Applications 5 connects to the Internet with Wi-Fi
M-Banking 18 (vs 22% of Not Smartphone Users)
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M-Payment 7
2
Smartphone users Not Smartphone users
The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)
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6. Nextplora S.p.A.
Viale Gian Galeazzo 3
20136 - Milano
Tel. +39 02 83111.31
Fax +39 02 83111.345
www.nextplora.com
come@nextplora.com
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