SUPERPHONETM User Portrait - PowerPoint PPT Presentation

Title: SUPERPHONETM User Portrait


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SUPERPHONETM User Portrait

• TNS Gallup Media
• April-May 2007

Moscow125319, B.Koptevsky Proezd,
6Telephone (495) 935 87 18Fax (495) 926 52
28http//www.tns-global.ru
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Survey Description(1)

• Survey Targets
• Estimate the level of user attention to
  SUPERPHONETM service advertising
• Describe social/demographic and consumer
  characteristics of SUPERPHONETM users
• Survey period
• April-May 2007

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Survey description (2)

• Survey Total Population
• SUPERPHONETM users living in the Russian
  Federation
• Method
• Telephone Interviews with the help of CATI
  (Computer Assisted Telephone Interviewing) system.

• In the survey the SUPERPHONETM users database
  provided by the Client was used.
• SUPERPHONETM users database as of the time of
  the survey totaled 530 000 persons, and 2083
  randomly selected numbers were provided for the
  survey.
• Average length of a completed interview up to
  10 minutes.

• Sampled Population
• The sampled population represents the said total
  population (generally, without city breakdown).
• 306 completed interviews with SUPERPHONETM users

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Survey Accuracy

• When working with the survey data, it is
  necessary to remember that all figures in the
  tables and charts are the result of statistical
  processing of the survey information. That is why
  every calculated figure in the table corresponds
  to a certain interval which characterizes the
  accuracy of this result.
• The main parameter of the survey accuracy is the
  coverage of the sample. The broader the coverage,
  the less is the confidence interval within which
  lies the actual value.
• Let us have a look at the below table with the
  calculated confidence interval values. In the
  upper line there are certain values for which the
  interval limits are calculated. Let us assume,
  that the value in a certain table in the survey
  is 30. In this case the true value shall be from
  24.9 to 35.5 for a sample of 306 persons.
• The below table contains intervals generally
  calculated for values with 10 range. For
  intermediate values the confidence interval is
  roughly equal to the confidence interval for the
  nearest mentioned value in the table. For
  instance, for the value of 51 in the sample of
  306 persons the true value will lie within the
  interval from 45.3 to 56.7, which corresponds
  to the similar interval for the value of 50 for
  the same sample.

(The Confidence Intervals Table is calculated
with the specified probability of 0.95)
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Attention to Advertising Received on the Mobile
Phone

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Frequency of Advertising

• The majority of SUPERPHONETM users (90) receives
  advertising on mobile every or almost every day.
• At that, the proportion of users who receive
  advertising (if any) 5 times per day or more
  (46) and 2-4 times per day (51) is roughly
  equal.

to SUPERPHONETM users
Receipt of advertising from SUPERPHONETM on
the mobile phone during the incoming call, SMS or
MMS was the criterion of the target group.
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Attention to Advertising

• All respondents were asked how often they pay
  attention to the incoming advertising.
• The majority of SUPERPHONETM users always pay
  attention to the advertising, regardless of
  whether the message is received during the
  incoming call, SMS or MMS (73, 72 ? 65
  accordingly).

to each group

• It should be noted that SMS are received by
  nearly all of the users (98), while MMS are
  received by only half of users (50).

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Confidence in Advertising

• The majority of SUPERPHONETM users feel
  confidence in the advertising received on the
  mobile phone (92).
• At that, nearly half of the users feel strong
  confidence in the received advertising (51).

to SUPERPHONETM users
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Wish to Purchase the Advertised Goods

• 81 of SUPERPHONETM users wish to acquire goods
  or services after receipt of advertising.
• Among the users who feel strong confidence in the
  advertising received on the mobile the share of
  those who wish to acquire the advertised goods or
  services is slightly higher and equals 88.

to SUPERPHONETM users
It should be noted that the wish to purchase
expressed during the survey shall not be equalled
with further purchase.
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Use of Advertising

• The users may use different options when
  receiving advertising during the incoming cal,
  SMS or MMS.
• Most frequently, receiving advertising on the
  mobile during the incoming call, SMS or MMS
  SUPERPHONETM users save the message in the
  mobile (63). Approximately half of the users
  opens the link specified in the advertising to
  receive additional information, take part in the
  special campaign, etc. (49).
• At that, at least one of the opportunities
  included in the survey was at least once used by
  83 of the users.

to SUPERPHONETM users
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SUPERPHONETM users Consumption and Lifestyle

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Mobile Phone Options and Functions

• Taking into consideration that to receive
  SUPERPHONETM advertising the users shall have a
  multi-functional phone/smartphone the majority of
  the functions included in the survey are
  available on the user phones (Internet access,
  Bluetooth, Dictaphone, flash card support,
  camera, WAP access, video function, MP3 player,
  etc.).

to SUPERPHONETM users
It should be noted that as of the time of the
survey the users could be unaware of some
functions in their mobiles.
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Wanted Functions of the Mobile Phone

• Among the functional options which the users
  would like to have on their mobiles, the most
  wanted for the SUPERPHONETM users are GPS
  navigation and touch screen (56 and 41
  accordingly).
• Apart from that, the users are interested in the
  possibility to edit pictures, photos and text
  with the stylus (39).

to SUPERPHONETM users
Information contained in some answers is of no
statistical value and has been united as Other
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Free Time Activities/ Going Abroad
to SUPERPHONETM users
FREE TIME ACTIVITIES DURING THE MONTH
GOING ABROAD DURING SIX MONTHS
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Car Availability and Type

• Approximately 67 of the SUPERPHONETM users have
  their own car in the family. At that, the share
  of domestic and foreign car-owners is
  approximately equal and is 32 and 31
  accordingly.

to SUPERPHONETM users
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Social/Demographic Characteristics of
SUPERPHONETM users

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Social/Demographic Characteristics (1)

• The majority if SUPERPHONETM users are
• men (95)
• 20 to 34 (71)
• higher education (59)

to SUPERPHONETM users
GENDER
AGE
71
EDUCATION
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Social/Demographic Characteristics (2)

• The majority SUPERPHONETM users are not married
  (63).
• Approximately equal is the proportion of the
  users who are the head of the family and/or whose
  income is the major part of the family income
  (46 ? 45 accordingly). Approximately 52 of the
  users decide on purchase of food and consumables
  more often than other members of the family.

to SUPERPHONETM users
MARITAL STATUS
NUMBER OF FAMILY MEMBERS
to those who do not live separately
STATUS IN THE FAMILY
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Social/Demographic Characteristics (3)

• Approximately 40 of the users have children.
• Approximately equal proportion of the users have
  children younger than 3 years old (42) and 10-15
  years old (45).

to SUPERPHONETM users
CHILDREN
to people having children in the family
THE USERs OWN CHILDREN
to people having children in the family
CHILDRENs AGE
45
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Employment

• The majority of SUPERPHONETM users are employed
  (79).
• Among the employed 64 work for private
  companies, about 86 work for hire.
• About 11 of the users have their own business
  and are business-owners.
• Among the non-employed the majority are students
  (18).

to SUPERPHONETM users
EMPLOYMENT
Social Status
Information on other non-employed are of no
statistical value and have been united in Other
Non-Employed
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Number of the Personnel, Number of Subordinates

• SUPERPHONETM users work both in big and in
  medium-size or small companies. Nearly third of
  the users work in companies with the number of
  the personnel from 11 to 100 persons (30).

to the employed

• Approximately one third (31) of SUPERPHONETM
  users have no subordinates, over half have from 1
  to 10 subordinates (54).

to the employed
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Family Material Standing, Financial Status

• The majority of SUPERPHONETM users are those who
  have possibility to buy expensive things (71).
  Almost one tenth of the users are very well
  off/are not limited in their expenses (8).

to SUPERPHONETM users

• Approximately one third of SUPERPHONETM users are
  very well-off (32), 42 are well-off.

to SUPERPHONETM users
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Conclusions

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Conclusions (1)

• The majority of SUPERPHONETM users receive
  advertising on their mobiles almost every day
  (90). At that, nearly half of the users receive
  over 5 and more advertisings per day (46).
• Regardless of when the SUPERPHONETM users receive
  the advertising (during incoming calls, SMS or
  MMS), their attention to advertising is high.
• Advertising received on the mobile in the
  framework of the service made the users feel
  confident in the advertising and wish to acquire
  the advertised goods or services.
• As to receive SUPERPHONETM advertising it is
  necessary to have a multi-functional
  mobile/smartphone, almost all users have access
  to the Internet, Bluetooth, Dictaphone, flash
  card support, camera, WAP access, etc. on their
  mobile phones.
• Among the functional options which the users
  would like to have on their mobiles (provided
  they are absent as of the time of the survey),
  the most wanted are GPS navigation and touch
  screen.

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Conclusions (2)

• SUPERPHONETM users are generally active, they
  visit cafes, cinemas, clubs, fitness centers,
  etc. About 14 of the users went abroad during
  the preceding 6 months for business or tourism
  purposes.
• Over 60 of the users are car-owners, the
  proportion of domestic and foreign cars being
  approximately the same.
• From the social/demographic point of view the
  SUPERPHONETM users may be described as follows
• men
• 20-34
• higher education
• employed (specialists, office personnel and
  workers)
• well-off