2013 u.s. cxo mobile device report
TRANSCRIPT
New Survey Reveals Drives CXO’s
Mobile Device Purchasing Decisions
Research PREVIEW for the
2013 U.S. CXOs Mobile Devices Report
@FS_ITVision
Contents
Section
Research Background, Objectives, and Methodology
Executive Summary
Laptops
Smartphones
Tablets
Profile
Annexes
Appendices
Frost & Sullivan Story
Research Objectives
Source: Frost & Sullivan analysis.
• The primary objective of this research is to measure preferences regarding
mobile communications and computing devices among CXOs (e.g., CIOs,
CEOs, presidents, and directors) across various industry verticals
throughout the United States.
• Supporting the overall objective, this study also measures the influence that
features have in the selection process of mobile devices, satisfaction with
brands, future intentions toward owned brands and channels used to
purchase mobile devices.
• Specifically, the focus of this research is on the following types of
products/services:
• Laptops
• Smartphones
• Tablet computers
Research Methodology
Source: Frost & Sullivan analysis.
Methodology:
• A Web-based survey methodology was utilized. Only qualified respondents
are surveyed and must meet requirements set by a screening process prior
to full survey participation.
(Sample):
• Frost & Sullivan surveyed 555 CXOs (i.e., C-level Executives, Directors,
Managers) from our own extensive sample database, ranging across
various industry verticals primarily in North America, but from other regions
as well. Respondents were screened to meet certain requirements prior to
full survey participation. Specifically, they were required to be:
• Executives or corporate managers
• Users of at least one of the following devices: laptop computer,
smartphone or tablet computer.
• The following three slides provide more
details of the sample.
Respondent Title/Role in Organization
30%
25%
17%
12%
8%
3% 3% 3%
Director Manager/ Supervisor
Vice president Chairman/ President/CEO
Other C-level executive
CIO/CTO Owner/Proprietor Other
Respondent Title/Role in Organization: Global, 2013
Base: All respondents (n=555).
Q37. Which of the following general workplace roles best describes your role/ responsibility within your
organization?
Company's Number of Employees
5% 3% 1%
10% 14%
6% 2% 4% 5%
8% 10%
32%
One to four
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Company's Number of Employees: Global, 2013
Base: All respondents (n=555).
Q39. What is the number of employees across your entire company worldwide, including all of its branches,
divisions, and subsidiaries?
Sample of Key Highlights
• Frost & Sullivan research indicates laptop computer use among CXOs peaked in
2011, but since that time there has been a steady decline which can be attributed to a
shift towards tablet adoption.
• Roughly one third of CXO respondents indicate they will likely replace a laptop with a
tablet.
• Apple is the most prevalently owned smartphone brand and the highest rated for
satisfaction among CXOs, yet their year over year growth rate is low compared to
their nearest competitors. Notably, Samsung is expected to experience the most
substantial future growth.
• The largest proportion of CXOs prefer to have the Apple iOS as the operating system
in their next smartphone (63%), followed by Android (25%), and Windows Phone 8
(6%).
Source: Frost & Sullivan analysis.
Source: Frost & Sullivan
Overview of Laptop Brand Ownership
Overall, Dell is the most prevalently owned laptop brand among CXOs, followed by Apple and HP.
Generally, the majority of CXOs own more than one laptop and specifically, owners of Dell and Apple
own 1.7 (each). Among less prevalently owned brands, multiple laptop ownership is less common.
55%
36% 31%
23%
12% 7% 7% 5% 5%
1%
1.70 1.70
1.30 1.20
1.30 1.10
1.20 1.10
1.30
1.00
0.0
0.5
1.0
1.5
2.0
0%
15%
30%
45%
60%
75%
Del
l
Ap
ple
HP
Len
ovo
Tosh
iba
Ace
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atew
ay
Son
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Asu
s
Sam
sun
g
Fujit
su
Overview of Laptop Brand Ownership: Global, 2013
Percent of brand ownership Mean number of each brand owned
Base: Filtered respondents, laptop owners (n=524).
Q3a. What laptop computer brands do you currently own? (Multiple response.)
Q3b. Of the laptop computer brands you currently own how many do you have of each brand?
Source: Frost & Sullivan
Overview of Tablet Brand Ownership
Overall, Apple is by far the most prevalently owned tablet brand among CXOs, followed very distantly
by Kindle Fire and Samsung Galaxy. Ownership of multiple devices is uncommon for owners of less
popular brands—but Apple tablet owners own an average of 1.5 tablets each. Kindle Fire and Barnes
& Noble Nook, popular e-reader brands, break this trend with averages of 1.28 and 1.4 each.
87%
11% 8% 4% 3% 3% 3% 1% 1% 1% 1%
1.54 1.28
1.12 1.07 1.10
1.40
1.00 1.00 1.00 1.00 1.00
0.0
0.5
1.0
1.5
2.0
0%
20%
40%
60%
80%
100%
Ap
ple
iPad
Kin
dle
Fir
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Sam
sun
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alax
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ft S
urf
ace
Asu
s
Bar
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ob
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oo
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erry
Pla
ybo
ok
Mo
toro
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Ace
r
HP
Tosh
iba
Overview of Tablet Brand Ownership: Global, 2013
Percent of brand ownership Mean number of each brand owned
Base: Filtered respondents (n=336).
Q27a. What tablet brands do you currently own? (Multiple response.)
Q27b. Of the tablet brands you currently own how many do you have of each brand?
Source: Frost & Sullivan
Overview of Smartphone Brand Ownership
Overall, Apple is the most prevalently owned smartphone brand among CXOs, followed distantly by
Samsung and BlackBerry. Generally, the majority of CXOs own more than one smartphone. Multiple
smartphone ownership is common regardless of brand.
73%
21% 21% 8% 8% 5% 3% 1% 1% 1%
1.69
1.21 1.13 1.12 1.21 1.30 1.18
1.00
1.67
1.00
0.0
0.5
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15%
30%
45%
60%
75%
90%
Ap
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Sam
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erry
HTC
Mo
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No
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LG
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Eric
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Hu
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Pan
tech
Overview of Smartphone Brand Ownership: Global, 2013
Percent of brand ownership Mean number of each brand owned
Base: Filtered respondents, smartphone owners (n=516).
Q14a. What smartphone brands do you currently own? (Multiple response.)
Q14b. Of the smartphone brands you currently own how many do you have of each brand?
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Research Director
Brent Iadarola
Research Director, Mobile & Wireless
Frost & Sullivan
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