Summary of the results of the I Q 2011 about the use of mobile VAS' in Italy. It contains an outlook on the perception and experience of tablets

1. Caratteristiche e finalità
MONITORAGGIO VAS CONSUMER
I QUARTER 2011
QUANTITATIVE SURVEY
MONITORAGGIO VAS CONSUMER
Milan, May 25th 2011 I QUARTER 2011
Milan 25/05/2011

2. Methodology
 QUANTITATIVE RESEARCH VIA C.A.W.I.
– SURVEY TECHNIQUE self-completion online questionnaire and data acquirement via C.A.W.I. using Nextplora
Dynamic Survey System survey platform
– SAMPLE PROFILE Internet users (+15 yo) which rapresent Italian Internet population, user mobile phone
 TOTAL SAMPLE SIZE  5.007 (Statistical error at 95%: +/- 1,4%)
 UNIVERSE  26.176.740
 QUOTED BY: Gender, age, living area, Internet connection at home, Mobile Operator used last
30 days
 FIELD TIME from the 7th to the 22nd of April 2011
p. 2

3. TYPE OF INPUT: SMARTPHONE DEFINITION
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 26.176.740 (cases 5.007) / NOKIA USERS 13.405.379 (cases 2.564)
And as regards the kind of keyboard, your main mobile phone is…?
And as regards the kind of keyboard, your secondary mobile phone is…?
0% 25% 50% 75% 100%
22
24
Full touch (without keyboard, only virtual keys) 29
35
39
Semi-touch standard (display active to touch and 5
7
54% users of at least
4
standard physical keyboard T9) 4 one Full-Touch / Semi-
3 Touch / QWERTY / Semi
5
Semi-touch qwerty (display active to touch and 5 —QWERTY mobile
7 phone
standard physical keyboard qwerty) 8
7 (+2ppt vs Q4 2010)
73
73
Traditional 66
63
60
6
7 14M users
Traditional qwerty 6
Q1 2010 7
6
Q2 2010
Q3 2010 3
2
Q4 2010 Traditional semi-qwerty 2
Q1 2011 2
2
The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)
p. 3

4. MARKET SHARE: OPERATING SYSTEM
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 26.176.740 (cases 5.007) / NOKIA USERS 13.405.379 (cases 2.564)
Let's talk about your main mobile phone, the one you usually use. What is the brand of your main phone?
Let's talk about your secondary mobile phone, the one you use more after your main mobile. What is the brand of your secondary mobile
phone?  OS DATABASE
RTOS vs OPEN OS FOCUS OPEN OS: MARKET SHARE
LINUX MOBILE
1%
BLACKBERRY OS BADA
8% 1%
WINDOWS MOBILE
WINDOWS PHONE
8% 1%
Open OS ANDROID
44% 10%
1,5 M
RTOS
56%
SYMBIAN
iOS
56%
15%
8,4 M
2,2 M
p. 4

5. OPEN OS USERS PROFILE
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 26.176.740 (cases 5.007) / NOKIA USERS 13.405.379 (cases 2.564)
OPEN OS USERS RTOS USERS
(% - composition) (% - composition)
Concentration Concentration
Index vs Total Index vs Total
0 25 50 75 sample
100 0 25 50 75 100 sample
Gender
Male 64 117 Male 45 83
Female 36 79 Female 55 120
15-19 yo 12 119 15-19 yo 8 82
20-24 yo 12 117 20-24 yo 9 84
Age
25-34 yo 26 112 25-34 yo 21 88
35-44 yo 26 102 35-44 yo 25 98
45-54 yo 15 87 45-54 yo 20 113
55+ yo 8 64 55+ yo 18 135
North West 28 96 North West 30 104
Area
North East 21 106 North East 19 94
Center 23 108 Center 19 92
South and Islands 28 95 South and Islands 32 105
Up to 20.000 inhabitants 39 95 Up to 20.000 inhabitants 43 105
Population
centre
20.001 to 100.000 28 103 20.001 to 100.000 27 97
100.001 to 500.000 15 103 100.001 to 500.000 14 97
500.000+ inhabitants 18 106 500.000+ inhabitants 16 94
% - Composition % - Composition
p. 5

6. ACTIVITIES WITH THE MOBILE PHONE: 30 DAYS / 3 MONTHS
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 26.176.740 (cases 5.007) / NOKIA USERS 13.405.379 (cases 2.564)
Indicate what of the following things you did with your mobile phones at least once in the last 30 days /3 months
30 DAYS 3 MONTHS
Migliaia VAR vs Q4 VAR vs Q4
2010 (%) 2010 (%)
*Traffic data includes: (000)
0 2.000 4.000 6.000 8.000 10.000 12.000 14.000
microbrowsing, email,
TRAFFIC DATA (NET) *11.278 12.844 14% 13%
socializing, downloading,
watching videos and M-
banking (only if by web/wap Microbrowsing 7.662 9.220 25% 17%
site or application)
Email 6.205 7.448 28% 21%
Socializing (NET) 6.593 8.296 21% 19%
Visiting Social Network sites 5.197 6.554 29% 20%
Instant Messaging 3.066 4.215 28% 29%
UGC 2.657 3.707 24% 22%
SMS / MMS Premium 4.277 5.653 20% 13%
Watching Videos (Youtube / podcast) 3.656 4.833 26% 19%
Contents Download (NET) 5.971 7.493 14% 11%
DW Logos / Ringtones / themes 1.611 2.352 17% 3%
DW Games 2.514 3.605 19% 20%
DW Music 2.356 3.584 - 8%
DW Applications 3.783 4.845 24% 21%
M-Banking 3.449 4.813 22% 23%
M-Payment 1.127 1.770 22% 15%
At least once in the last 3 months
At least once in the last 30 days
p. 6

7. DRIVERS OF CHOICE / TREND
UNIVERSE: Who has personally chosen the main phone (+15 y.o., Internet users), cases 3.244
Thinking about the choice of the phone to buy, please indicate which of these characteristics have
relied more on your choice
0% 25% 50% 75% 100%
69
69
Design (shape, colour, style) 70
69
68
54
53
Functionality (photo, videocamera, MP3) 56
55
55
57
55
Performance (resistance, batteries, display) 56
58
56
56
54
Price 54
57
54
44
45
Brand 44
43 Q1 2010
43
Q2 2010
31
30 Q3 2010
Technology (OS, Wi-Fi, GPS) 35 Q4 2010
39
39 Q1 2011
The SMARTPHONE definition is based upon the typology of Input of the device (Full-Touch / Semi-Touch / QWERTY / Semi-QWERTY)
p. 7

8. MOBILE INTERNET VAS
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 26.176.740 (cases 5.007)
Visiting Social
Network Sites
Instant Messaging (last 30 days)
(last 30 days)
3,1M 5,2M
+ 29%
+ 28%
+ 67%
+ 65%
Browsing
Off Portal
(last 30 days) Email
(last 30 days)
7,3M
6,2M
+ 27%
+ 28%
+ 60%
+ 63%
… 9,2M users at least one Internet VAS from mobile phone (last 30 days)
(+ 19% vs Q4’10, +53% vs Q1’10)
Trend vs Q3’10 Trend vs Q4’09 p. 8

9. FREQUENCY
UNIVERSE: User mobile phone (+15 y.o., Internet users), Who made microbrowsing OFF PORTAL in the previous 30 days 7.291.892 (cases 1.395)
In the last 30 days, how often do you browse on Thinking about a typical day you browse on Internet, how
Internet directly from your mobile phone? many times do you happen to access to Internet from mobile?
Less often More than 5
Many times per
4% times per day
month Once a day
9% Every day 15%
30%
48%
4-5 times per
1-2 times per
day
week
8%
15%
3-4 times per 2-3 times per
week day
24% 47%
p. 9

10. ACCESS TO INTERNET FROM MOBILE PHONE
UNIVERSE: User mobile phone (+15 y.o., Internet users), Who made microbrowsing OFF PORTAL in the previous 30 days 7.291.892 (cases 1.395)
Thinking about a typical week, which days of the week do you At what time do you connect to the Internet
happen to connect to the Internet from your mobile phone? usually by phone?
0% 25% 50% 75% 100% 0% 25% 50% 75% 100%
Monday 72 6.00 – 9.00 14
9.00 – 12.00 38
Tuesday 70
12.00 – 14.00 34
Wednesday 72
14.00 – 16.00 39
Thursday 70
16.00 – 19.00 48
Friday 71
19.00 – 21.00 42
Saturday 64
21.00 – 23.00 39
Sunday 57
Dopo le 23.00 18
% - Multiple choice % - Multiple choice
p. 10

11. TREND WEB/WAP DATA TRAFFIC (last 30 days)
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 26.176.740 (cases 5.007) / NOKIA USERS 13.405.379 (cases 2.564)
12.000
11.278
TOTAL SAMPLE
10.000 MICROBROWSING
8.000 EMAIL
7.662
6.593 INSTANT MESSAGING
6.000
6.205 SOCIALIZING
4.000 WEB / WAP DATA TRAFFIC
3.066
2.000
Variance % QoQ YoY
0
MICROBROWSING 25% 56%
Q1
Q2
Q3
Q1
Q2
Q3
Q1
Q2
Q3
Q1
Q2
Q3
Q1
Q4
Q4
Q4
Q4
EMAIL 23% 43%
INSTANT MESSAGING 27% 60%
'07 '08 '09 '10 11
SOCIALIZING 28% 63%
DATA TRAFFIC 28% 65%
p. 11

12. THE TABLETS

13. AWARENESS AND TABLET PERCEPTION
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 26.176.740 (cases 5.007)
AWARENESS TABLET PERCEPTION
Do you know Tablet? In your opinion, Tablet is …?
They
are completely Big phones with
new products, more
No not comparable functionalities
12% Yes to PC or Mobile 13%
88% 40%
Small
touchscreen PC
47%
p. 13

14. TABLET USER PROFILE
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 26.176.740 (cases 5.007)
0 50 100 150 200 250
Male 15-24 yo 88
Male 25-34 yo 65
Gender * Age
Male 35-44 yo 196
Male 45+ yo 98
Female 15-24 yo 39
Female 25-34 yo 100
Female 35-44 yo 105
Female 45+ yo 85
North West 128
Area
North East 128
Centre 72
South 74
Education
Secondary school 46
High school 87
Degree/ Post degree 148
Entrepreneur / Manager 217
Merchant / Craftsmen 22
Employee / Teacher 141
Worker / Clerk 34
Student 64
Job
Retired 0
Housewife 72
Unemployed 47
Affinity Index
p. 14

15. ACTIVITIES WITH TABLET
UNIVERSE: User mobile phone (+15 y.o., Internet users), TOTAL SAMPLE 26.176.740 (cases 5.007)
What do you do with Tablet? / What would you do with Tablet
0 25 50 75 100
98
Browsing
91
82
Email
72
43
Watch videos
60
52
E-book
57
29
Calendar
48
25
Read/Editing Office documents
47
17
Phone
44
28
Study
38
20
Instant Messaging
36
16
Take notes
31
Tablet user Not user
p. 15

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