Study description

Method Online Survey

Field period 20.04. - 01.05.2010

Sample N=596 Serbian internet user, invited on news-plattforms; Sample provided by noema.bg

Age

Under 20 years 12%

20 – 29 years 56%

30 – 39 years 26%

40 – 49 years 5%

50 – 59 years 2%

60 years or older 1%

Sex

Male 52%

Female 48%

Education

Compulsory schooling 2%

Apprenticeship / professional training 34%

A-Levels 19%

University 44%

Occupation

employed (working man / clerk) 33%

employed (in a leading position) 10%

self employed 6%

in education (pupils) 8%

in university (students) 26%

currently unemployed (Parental leave, …) /

looking for employment16%

Pensioner 1%

2

Region

Central Serbia 36%

Vojvodina 24%

Belgrade 40%

Characterisation of the own (most used) mobile device

A fairly simple and reliable device (e.g.: Nokia 3120,

Sony Ericsson K700)39%

A classical but stylish device (e.g.: LG Chocolate) 11%

A device optimized for music or photo (e.g.: Sony

Ericsson Walkmanhandy W910i, Nokia 5700)26%

A smartphone or device optimized for business

related issues with a broad feature set (e.g.:

BlackBerry 8300, Nokia E71)

11%

Tochscreen device (e.g.: Samsung Omnia, iPhone,

HTC G2 Magic)13%

Who pays for the (most used) cell phone?

I pay these bills completely by myself. 77%

I carry more than half of those costs on my own. 7%

Mainly, somebody else is carrying those costs. 16%

3

Yes; 57%

No; 43%

4

Do you surf the web with your

Mobile- / smartphone?

If yes: Is there a data package attached to your mobile

phone contract, or have you supplemented your contract

with such a package? know

In the majority of cases, the size of the data

package is up to (and including) 1 GB.

Base: n=338 (Mobile internet user)

27%

42%

31%

Data package is included in the normal

contract / I have supplemented the contract

with a data package.

No data package is included in my contract

and I have not supplemented it with such a

package.

I don't know

Base: n=596 (all)

5

How helpful do you experience the following possibilities to improve the internet usage on the mobile

phone?

58%

57%

56%

55%

54%

45%

33%

15%

19%

15%

18%

17%

18%

16%

Bigger displays

Applications that provide direct access to specific internet based

information

Learning browsers, so that you do not have to type the complete URL

Zoom possibilities for improving readability of websites

Websites optimized for smaller screens

Flash support on mobile-/smartphones

Touchscreen devices

1 very helpful 2 3 4 5 Not helpful at all Don't know

Base: n= 338 (Mobile internet user)

6

Why don't you use the internet access on your mobile phone?

Major barriers:

• Uncertainty about costs

• Perceived not useful (unnecessary)

• Performance: Too long loading times

30%

25%

16%

15%

14%

7%

3%

1%

16%

Uncertain about the costs arising

Mobile internet usage on a cell phone is unnecessary

Access is too slow

My mobile phone does not support this feature

Screen is too small

Websites are not displayed correctly on my mobile

phone

URL input on the phone's keypad is difficult

Lacking usability of the mobile phone (too complicated)

OtherBase: n=258 (Non-mobile internet user)

7

• 37% of the respondents have already used mobile apps

• App user have installed 9,4 Apps in average on their device.

• 22% of the app users have already bought charged apps.

Favourite Categories

Base: n=206 (Mobile app installer)

8

From what sources have you downloaded your Apps in the past?

(aided, multiple responses possible)

37%

33%

17%

15%

11%

10%

5%

2%

2%

2%

11%

Directly from the app developper (Google, Facebook,

navigation system provider, …)

Ovi Store (Nokia)

AppStore of a MNO

Play now (Sony Ericsson)

Android Market (Google)

Samsung Apps

AppStore (Apple)

Microsoft Marketplace

Handago

BlackBerry Appworld

OtherBase: n=206 (Mobile app installer)

9

What sources inform you about mobile applications?

(aided, multiple responses possible, Top5)

46%

36%

33%

31%

23%

Forums

Journals / periodicals

Online Newspapers

Friends and relatives

TV

Base: n=206 (Mobile app installer)

10

Over 70% of the app users see mobile apps as possibility to get information quicker.

60% find that apps are entertaining in social situations with friends.

53%

50%

37%

20%

22%

23%

Usage of mobile apps is fun.

Mobile apps accelerate the access to information

Mobile apps are entertaining among friends

Fully agree Partly agree Neutral Partly disagree Fully disagree Don't know

Base: n=206 (Mobile app installer)

11

Please choose those companies / brands that you would like to see an app by / for.

We presented a list of brands and companies. Here is shown, how many respondents asked for companies and

brands of the following branches:

• Actual news, international news, weather forecast, tv programm

• Flight schedule, flight reservations, price info, delays, Bus/train

schedule, tickets/reservation, route changes/delays

• Real time scores, betting on the mobile, sports news

• Deliveries tracking, prices, delivery ordering

46%

28%

22%

6%

News

Sport (info services, betting)

(Public) Transport

Delivery Service

Base: n=596 (All)

12

Developer

CONSUMER

Content Partner own

media

Company

Marketing-Agency

© 2010 Nokia Alex L. Ovi Store ASE Ecosystem

NokiaAppforum in Belgrade 18th May

http://serbia.nokiaappforum.com/conference

Nokia Call4Mobile Applications competition

13