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EY_Utilization of mobile devices in Romania_ALL

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  1. 1. Utilization of mobile devices in Romania EY Romania, 2015 edition
  2. 2. page 2 About the survey “Utilization of mobile devices in Romania” 1 2 3 4 5 Utilization of mobile devices in Romania Main report’s sections: Types of content used on mobile devices Frequency of mobile devices utilization Secured utilization of mobile devices Mobile devices and the social media Benefits of mobile devices utilization Digital mobility and connectivity are increasingly important in our private life as well as in the business environment. Based on the observable behaviors, we are noticing that mobile consumers keep their mobile devices nearby, check them out frequently, and often use multiple devices at once. But how much time do they use them? What do they actually click on? How many apps do they download? What are the associated benefits of using mobile devices? “Utilization of mobile devices in Romania” is a perception survey aiming at finding out the answers to these questions. For the purpose of this survey, by mobile devices we understand a distinct category of non-computer technology comprising smartphones, tablets, mobile phones, phablets, smartwatches, fitness bracelets. We are inviting you to read through the following pages, uncover the results of this survey and identify the trends of mobile devices utilization in Romania. We used the CAWI (Computer Assisted Web Interviewing) method to conduct this survey on an age group sample relevant at national level. The 1040 answers to the questionnaire were collected between 8 and 29 June 2015, from respondents living predominantly in the urban area, aged 18 to 55+ years old.
  3. 3. page 3 Top 7 findings of the survey “Utilization of mobile devices in Romania” Top 7 findings of the survey 1 87% of respondents say they own a smartphone and 58% a tablet, only 28% of respondents say they still own a mobile phone and very few have mobile devices such as phablet (5%), fitness bracelet (4%), or smart watch (4%). 66% of respondents say the interval between waking up and looking at their mobile devices is 30 minutes. For 29% of respondents the morning routine starts with checking their device before having breakfast and sometimes even before washing. The growing need to stay connected is reflected not only in the first thing respondents do in the morning, but also in the frequency they use their mobile devices throughout a day. 52% of respondents say they look at their mobile devices between 11 and 50 times a day, while 22% look between 51 and over 200 times a day. The highest frequency of mobile devices utilization – over 200 times in 24 hours – registers the age group of 25-35 years (41%). Based on the frequency of mobile devices utilization, the second ranking age group is 45-55 years (26%). 37% of respondents watch 1 to 5 video contents/week, 21% watch over 15 video content/week, 19% watch between 6 and 10 video content, while only 14% of respondents do not watch a video content a week. Global studies estimate a y- o-y growth of traffic video with 55% by 2020, driven by the streamline video services and the integration of more and more video content in media and advertising environment. Top 3 of the most used mobile devices in a day shows that 62% smartphone users, 23% mobile phone users and 18% tablet users access these mobile devices for a cumulated period of time of between 2 and over 6 hours/day. 2 3 4 5 This survey is based on 1,040 answers received to a 33-questions questionnaire in the period between 8 and 29 June 2015 from respondents aged 18 to 55+ years old living predominantly in the urban area of 31 counties from Romania. 6 7 The utilization of a large number of applications is explained by the diverse categories they comprise. 66% of respondents use business apps, 60% use photo & video apps, 46% each use music and entertainment apps The lowest percentages for apps usage are for lifestyle (28%), health & fitness (25%) and sport (17%) categories. Industries that offer respondents the best experience of accessing information on mobile devices are: media and entertainment (63%), banking and financial services (52%), IT (47%) and telecommunications (36%). Industries such as construction and real estate (8%), leasing and insurance, and oil & gas (3%) have room for improving the experience of information access via mobile devices. Utilization of mobile devices in Romania
  4. 4. Digital convergence irremediably affects not only the businesses in Western economies, but it has an effect across all the industries and geographic areas. This accelerated digital convergence prompts Romanian businesses to take into account the changes it brings. That is why we intend to extract a piece of the digital transformation puzzle and explore how the use of mobile devices changes users’ behavior and cause many industries to adapt to the new trends. We want thereby to facilitate the understanding of the new behaviors and help businesses adapt to the new realities. Bogdan Ion, Country Managing Partner, EY România Utilization of mobile devices in Romania
  5. 5. page 5 Context utilization of mobile devices in Romania ► Life on the Internet is intense: in 2014 were more than 3 billions active users, or 40% of the world population. In a minute there were sent 127 mil. emails, 50.000 apps downloaded, and were registered 4,19 mil. searches on Google. Beyond all these global statistics are local realities worthy to be researched. Analysis of data regarding non-computer mobile devices in Romania helps at identifying the patterns of use derived from technology usage to access Internet. ► In Romania, a recent study released by NAMRC (National Authority for Management and Regulation in Communication of Romania) shows that three quarters of users access virtual environment every day via mobile Internet. 15% of respondents use it 2-3 times a week. The frequency of daily use of mobile internet is slightly higher in urban (80%) areas than in rural (72%) areas. The share of those using mobile internet anywhere, with no restriction, is higher than those who use mobile internet stick/USB card. The latter use instead to a greater extend mobile internet at home. Source: ANCOM Source: ANCOM Utilization of mobile devices in Romania 60% 36% 8% 6% 62% 30% 4% 4% 55% 38% 10% 7% I do not use mobile internet Yes, by mobile phone/smartphone Yes, by USB stick for laptop/PC Yes, by tablet Total (n=1469) Rural (n=386) Urban (n=1083) 100% 54% 53% 40% 38% 46% 34% 41% 37% 13% 12% 15% 6% 4% 5% 1-person household 2-person household 3-person household 4-person household 5-person household 5 or more persons use mobile Internet 4 persons use mobile Internet 3 persons use mobile Internet 2 persons use mobile Internet 1 person uses mobile Internet
  6. 6. Utilization of mobile devices in Romania Section1 – Frequency of mobile devices utilization
  7. 7. page 7 What mobile devices do you own? (multiple answers) Question 1 – By type of mobile device 87% of respondents say they own a smartphone and 58% a tablet, only 28% of respondents say they still own a mobile phone and very few have mobile devices such as phablet (5%), fitness bracelet (4%) or smartwatch (4%). Total answers: 966 (Skipped this question: 74) 87% 58% 28% 5% 4% 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Smartphone Tablet Mobile phone Phablet (widescreen smartphone) Fitness bracelet Smartwatch Utilization of mobile devices in Romania
  8. 8. page 8 What mobile devices do you own? (multiple answers) Question 1 – By age of respondents Of all the mobile devices related to the age group, the 55+ years old have the highest share of mobile phones (15%), those of 45-55 years old have phablets (30%), those of 35-45 years old have smart watches (49%) and tablets (40%), respondents of 25-35 years old have fitness bracelet while the respondents of 18-25 years old have the highest proportion smartphone. Total answers: 966 (Skipped this question: 74) 7% 22% 32% 24% 15% 0% 10% 20% 30% 40% 18-25 years 25-35 years 35-45 years 45-55 years 55+ years Mobile phone 9% 27% 36% 21% 7% 0% 10% 20% 30% 40% 18-25 years 25-35 years 35-45 years 45-55 years 55+ years Smartphone 6% 23% 40% 23% 8% 0% 10% 20% 30% 40% 50% 18-25 years 25-35 years 35-45 years 45-55 years 55+ years Tablet 8% 14% 38% 30% 8% 0% 10% 20% 30% 40% 18-25 years 25-35 years 35-45 years 45-55 years 55+ years Phablet 5% 28% 37% 23% 7% 0% 10% 20% 30% 40% 18-25 years 25-35 years 35-45 years 45-55 years 55+ years Fitness bracelet 6% 14% 49% 26% 5% 0% 20% 40% 60% 18-25 years 25-35 years 35-45 years 45-55 years 55+ years Smart watch Utilization of mobile devices in Romania
  9. 9. page 9 What mobile devices do you own? (multiple answers) Question 1 – By income level of respondents Respondents with income of EUR 2000+ own phablets to the highest proportion (42%) and the least mobile phone (13%). Those with income of EUR 1500-2000 own the highest percentage of smart watches (21%) and the least mobile phones (9%). The respondents with income of EUR 501-1000 have the highest percentage of mobile phone (33%) and the least phablets (12%), while the respondents with an income of EUR 250-500 have the most mobile phone and the least fitness bracelet (2%). Total answers 966 (Skipped this question: 74) 28% 33% 17% 9% 13% 0% 20% 40% 250 Euro – 500 Euro 501 Euro – 1000 Euro 1000 Euro – 1500 Euro 1500 Euro – 2000 Euro 2000 + Euro Mobile phone 21% 30% 17% 10% 22% 0% 20% 40% 250 Euro – 500 Euro 501 Euro – 1000 Euro 1000 Euro – 1500… 1500 Euro – 2000… 2000 + Euro Smartphone 16% 29% 18% 10% 27% 0% 20% 40% 250 Euro – 500 Euro 501 Euro – 1000 Euro 1000 Euro – 1500 Euro 1500 Euro – 2000 Euro 2000 + Euro Tablet 18% 12% 12% 16% 42% 0% 20% 40% 60% 250 Euro – 500 Euro 501 Euro – 1000 Euro 1000 Euro – 1500 Euro 1500 Euro – 2000 Euro 2000 + Euro Phablet 2% 26% 19% 12% 41% 0% 20% 40% 60% 250 Euro – 500 Euro 501 Euro – 1000 Euro 1000 Euro – 1500 Euro 1500 Euro – 2000 Euro 2000 + Euro Fitness bracelet 3% 21% 16% 21% 39% 0% 20% 40% 60% 250 Euro – 500 Euro 501 Euro – 1000 Euro 1000 Euro – 1500… 1500 Euro – 2000… 2000 + Euro Smart watch Utilization of mobile devices in Romania
  10. 10. page 10 What mobile devices do you own? (multiple answers) Question 1 – By type of mobile device and income level Linking income to the type of mobile devices owned by respondents of the survey shows that the most popular mobile devices by income bracket are: fitness bracelet (42%) and phablets (42%) to EUR 2000+ income, smart watches (21%) and phablets (16%) to EUR 1500-2000, fitness bracelet (18%) and smartphones (17%) to EUR 1000-1500 income, mobile phones (33%) and smartphones (31%) to EUR 501-1000 and mobile phones (28%) and smartphone s(21%) to EUR 250-500 income. 24% 13% 22% 28% 42% 42% 39% 17% 9% 10% 10% 16% 12% 21% 14% 17% 17% 18% 12% 18% 16% 24% 33% 31% 29% 12% 26% 21% 21% 28% 21% 15% 18% 2% 3% 0% 20% 40% 60% 80% 100% Other Mobile phone Smartphone Tablet Phablet (widescreen smartphone) Fitness bracelet Smartwatch 2000 + Euro 1500 Euro – 2000 Euro 1000 Euro – 1500 Euro 501 Euro – 1000 Euro 250 Euro – 500 Euro Utilization of mobile devices in Romania Total answers 966 (Skipped this question: 74)
  11. 11. page 11 59% of respondents are willing to spend between 901 and 2000 RON for the purcahse of a mobile device. Taking into account the distribution of responses, it indicates a preference for quality-oriented mobile devices, on a high price level. What budget would you allocate for purchasing a mobile device? (single answer) Question 2 Total answer: 914 (Skipped this question 126) 18% 13% 10% 13% 15% 11% 20% 0% 5% 10% 15% 20% 25% 100 - 500 RON 501 - 700 RON 701 - 900 RON 901 - 1100 RON 1101 - 1500 RON 1501 - 2000 RON Over 2000 RON Utilization of mobile devices in Romania
  12. 12. page 12 What budget would you allocate for purchasing a mobile device? (single answer) Question 2 – Budget allocated by mobile device Of the correlation of income with the type of mobile device purchased results that the largest amounts of money are earmarked for the purchase of smartphones (44%) and tablets (33%) the respondents saying they would allocate over 2000 RON. Total answers: 914 (Skipped this question: 126) 26% 19% 16% 16% 14% 9% 45% 51% 47% 49% 47% 46% 44% 26% 28% 34% 29% 34% 34% 33% 1% 2% 2% 5% 10% 2% 2% 1% 2% 3% 9% 2% 1% 3% 1% 3% 4% 0% 20% 40% 60% 80% 100% 100 - 500 RON 501 - 700 RON 701 - 900 RON 901 - 1100 RON 1101 - 1500 RON 1501 - 2000 RON Over 2000 RON Mobile phone Smartphone Tablet Phablet (widescreen smartphone) Fitness bracelet Smartwatch Utilization of mobile devices in Romania
  13. 13. page 13 What budget would you allocate for purchasing a mobile device? (single answer) Question 2 – Budget allocated by income level Depending on the income one is observed that those with EUR 501 și 1000 income have a wide range of options, contributing a significant percentage to each price range (median of responses - 30% compared to the median - 21% of those having EUR 2000+ income). Total answers: 914 (Skipped this question: 126) 5% 12% 17% 18% 17% 31% 45% 5% 9% 8% 11% 11% 15% 11% 16% 20% 21% 13% 23% 11% 17% 37% 38% 23% 36% 32% 26% 19% 37% 22% 31% 22% 17% 17% 8% 0% 20% 40% 60% 80% 100% 100 - 500 RON 501 - 700 RON 701 - 900 RON 901 - 1100 RON 1101 - 1500 RON 1501 - 2000 RON Over 2000 RON 2000 + Euro 1500 Euro – 2000 Euro 1000 Euro – 1500 Euro 501 Euro – 1000 Euro 250 Euro – 500 Euro Utilization of mobile devices in Romania
  14. 14. page 14 Sort in order the mobile devices based on the frequency of their use during the day (single answer) Question 3 – Score relative to the weighted average of responses Depending on the frequency use of mobile devices, respondents say that the most used are: smartphones, tablets and mobile phones. Phablets, fitness bracelets and smart watches are lower in the frequency use of mobile devices due to the low share of mobile devices owned and time on the market. Total answer: 966 (Skipped this question: 74) 2.44 3.19 4.04 5.36 5.40 6.57 0 1 2 3 4 5 6 7 Smartwatch Fitness bracelet Phablet Mobile phone Tablet Smartphone Utilization of mobile devices in Romania
  15. 15. page 15 66% of respondents say that the interval between waking up and looking at their mobile devices is 30 minutes. For 29% of respondents it seems that their morning routine starts with checking their device before having breakfast and sometimes even before washing. What is the time between waking up and looking at your mobile device? (excluding turning off your alarm) (one answer) Question 4 Total question: 914 (Skipped this question: 126) 12% 17% 18% 19% 16% 18% 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Imediately Less than 5 minutes Less than 15 minutes Less than 30 minutes Less than 1 hour Over 1 hour Utilization of mobile devices in Romania
  16. 16. page 16 What is the time between waking up and looking at your mobile device? (excluding turning off your alarm) (one answer) Question 4 – By age Respondents aged 25-34 years old rate highest when using their mobile devices imediatelly they wake up (33%), followed by those aged 35- 44 years old (29%) and those aged 18-24 years old (19%). The least concerned about mobile device use in the morning are those aged 35-55 years (40%), those aged 45-54 years (26%) and those aged 25-34 years (21%) who use their mobile device over an hour after they wake up. Total answers: 914 (Skipped this question: 126) 6% 7% 9% 10% 10% 10% 13% 23% 17% 23% 33% 26% 29% 35% 36% 34% 39% 40% 33% 24% 29% 26% 13% 21% 19% 11% 9% 7% 5% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Immediately Less than 5 minutes Less than 15 minutes Less than 30 minutes Less than 1 hours Over 1 hour 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  17. 17. page 17 The growing need to stay connected is reflected not only in the first thing respondents do in the morning, but also in the frequency they look at their mobile devices throughout a day. 52% of respondents say they look at their mobile devices between 11 and 50 times a day, while 22% look between 51 and over 200 times a day. What is the frequency you look at your mobile device every day? (single answer) Question 5 Total answers: 914 (Skipped question: 126) 15% 11% 26% 26% 14% 4% 4% 0% 5% 10% 15% 20% 25% 30% Don't know Less than 10 times 11 to 25 times 26 to 50 times 51 to 100 times 101 to 200 times Over 200 times Utilization of mobile devices in Romania
  18. 18. page 18 Smartphones covers almost 50% of all brackets regarding the frequency of mobile device use, followed by tablets with an average of 30% and mobile phones with an average of 14%. What is the frequency you look at your mobile device every day? (single answer) Question 5 – By mobile device Total answers: 914 (Skipped this question: 126) 16% 21% 17% 14% 10% 7% 12% 47% 47% 48% 45% 47% 49% 44% 31% 28% 29% 33% 33% 30% 32% 3% 2% 3% 3% 4% 1% 7% 2% 1% 2% 2% 4% 4% 2% 1% 1% 1% 3% 2% 9% 3% 0% 20% 40% 60% 80% 100% Don't know Less than 10 times 11 to 25 times 26 to 50 times 51 to 100 times 101 to 200 times Over 200 times Mobile phone Smartphone Tablet Phablet (widescreen smartphone) Fitness bracelet Smartwatch Utilization of mobile devices in Romania
  19. 19. page 19 What is the frequency you look at your mobile device every day? (single answer) Question 5 – By age The highest frequency of mobile devices utilization – over 200 times in 24 hours – registers the age group of 25-35 years old (41%). Based on the frequency of mobile devices utilization, the second highest age group is 45-55 years old (26%). Total answers: 914 (Skipped this question: 126) 13% 12% 10% 8% 4% 3% 9% 20% 28% 28% 20% 18% 21% 26% 39% 38% 34% 36% 35% 44% 21% 20% 18% 22% 26% 31% 12% 41% 8% 4% 6% 10% 12% 20% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Don't know Less than 10 times 11 to 25 times 26 to 50 times 51 to 100 times 101 to 200 times Over 200 times 55+ years 45-54 years 35-44 years 25-34 years 18-24 years Utilization of mobile devices in Romania
  20. 20. page 20 In total how long do you use your mobile device every day?(single answer) Question 6 – By mobile device Top 3 of the most used mobile devices in a day shows that 62% smartphone users, 23% mobile phone users and 18% tablet users access these mobile devices between 2 and over 6 hours/day. Total answers 931 (Skipped this question: 109) 33% 26% 18% 12% 5% 6% 0% 20% 40% Don't use Less than one hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Mobile phone 5% 8% 25% 26% 16% 20% 0% 20% 40% Don't use Less than one hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Smartphone 24% 37% 21% 13% 3% 2% 0% 20% 40% Don't use Less than one hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Tablet 78% 12% 3% 4% 1% 2% 0% 20% 40% 60% 80% 100% Don't use Less than one hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Phablet 82% 14% 2% 1% 1% 0% 20% 40% 60% 80% 100% Don't use Less than one hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Smartwatch 82% 12% 2% 4% 0% 20% 40% 60% 80% 100% Don't use Less than one hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Fitness bracelet Utilization of mobile devices in Romania
  21. 21. Utilization of mobile devices in Romania Section 2 – Types of content accessed on mobile devices
  22. 22. page 22 What do you use your mobile device for?(multiple answers) Question 7 Research results shows that in addition to the 98% of respondents who use mobile devices for making calls, 91% use them for email access, 89% for sending messages and 89% for searching the internet, 86% for phone camera. Only 34% of the respondents use their mobile devices for shopping and 22% for dissemination of files. Total answers: 966 (Skipped this question: 74) 3% 22% 34% 35% 38% 39% 49% 69% 69% 86% 89% 89% 91% 98% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Other File dissemination Shopping Gaming Newsletters E-banking (homebank, banking payments, etc) Entertainment (video content, movies, music, talk shows, sport events) Social networkings (Facebook, LinkedIn, Google+, Twitter, Skype,… Reading (articles, news, blogs, etc) Photo / Video Searching the Internet Messaging Email access Calling Utilization of mobile devices in Romania
  23. 23. page 23 What do you use your mobile device for?(multiple answers) Question 7 – By age (a) The anaysis by the age of respondents using mobile devices shows that the highest percentages occur for the age group of 35-45 years old, more specifically as follows: calling - 35%, shopping - 37%, games - 39%, entertainment - 37%, searching internet - 36%, photo/camera - 36%. Total answers: 966 (Skipped this question: 74) 9% 23% 35% 25% 8% Calling 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 6% 16% 37% 30% 11% Shopping 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 3% 16% 39% 29% 13% Gaming 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 4% 14% 37% 32% 13% Entertainment 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 8% 21% 36% 26% 9% Browsing the Internet 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 8% 22% 36% 25% 9% Photo/camera 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  24. 24. page 24 What do you use your mobile device for?(multiple answers) Question 7 – By age (b) Further, it can be noticed that the most active age group is 35-45 years old, followed by 25-35 years old and then by 45-55 years old in all the response option analyzed here: file dissemination, social networks, email access, sending messages, newsletters, articles reading, news, etc. Total answers: 966 (Skipped this question: 74) 8% 23% 31% 24% 14% Files dissemination 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 5% 16% 36% 31% 12% Social networks 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 9% 21% 36% 25% 9% Email access 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 9% 21% 35% 26% 9% Sending messages 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 8% 19% 36% 27% 10% Newsletters 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 7% 18% 36% 28% 11% Reading 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  25. 25. page 25 45% of mobile users make use of 8 to over10 apps, 21% use between 5 and 8 apps and 33% use between 1 and 5 apps. How many apps do you use on your mobile device? (single answer) Question 8 Total answers: 924 (Skipped this question: 116) 13% 20% 21% 13% 32% 0% 5% 10% 15% 20% 25% 30% 35% 1-3 apps 3-5 apps 5-8 apps 8-10 apps Over 10 apps Utilization of mobile devices in Romania
  26. 26. page 26 How many apps do you use on your mobile device? (single answer) Question 8 – By age Linking the age of respondents correlated with the number of apps used, the results show that those who use the most apps are between 35-45 years old, followed by those aged 25-35 years old and those aged 45-55 years old. Total answers: 924 (Skipped this question: 116) 11% 23% 37% 21% 8% 8% 30% 35% 23% 4% 11% 28% 35% 18% 8% 4% 26% 34% 27% 9% 5% 12% 38% 29% 16% 0% 20% 40% 60% 80% 100% 18-25 years 25-35 years 35-45 years 45-55 years 55+ years Over 10 apps 8-10 apps 5-8 apps 3-5 apps 1-3 apps Utilization of mobile devices in Romania
  27. 27. page 27 Utilization of the large number of apps is explained by the diversity thereof: 66% of respondents use business apps, 60% use photo & video apps, 46% each use music and entertainment apps. The lowest usage percentages belong to the following apps: lifestyle (28%), health & fitness (25%), and sports (17%). What categories do the apps you use belong?(multiple answers) Question 9 Total answers: 924 (Skipped this question: 116) 4% 17% 25% 28% 32% 37% 38% 40% 41% 44% 46% 46% 60% 66% 0% 10% 20% 30% 40% 50% 60% 70% Other Sport Health & Fitness Lifestyle Books Games Education Travels Finance Utilities Entertainment Music Photo & Video Business Utilization of mobile devices in Romania
  28. 28. page 28 What categories do the apps you use belong?(multiple answers) Question 9 – By age (a) Of all the categories of apps, the age group of 55+ years old uses finance, business and sport apps the most and game (4%), lifestyle (3%), health & fitness (3%) the least. Those aged 45-55 years old use the most frequently finance, business and travel apps, and the least frequently game (15%) and health & fitness apps (15%). Total answers: 924 (Skipped this question: 116) 4% 15% 41% 28% 12% Gaming 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 7% 18% 40% 24% 11% Education 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 10% 25% 37% 22% 6% Business 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 3% 18% 32% 34% 13% Lifestyle 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 5% 17% 34% 32% 12% Entertainment 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 10% 25% 38% 21% 6% Utilities 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  29. 29. page 29 What categories do the apps you use belong?(multiple answers) Question 9 – By age (b) Those aged 35-45 years old use most frequently games,education and travel apps, and least frequently music (31%) and lifestyle (32%) apps. Those aged 25-35 years old use most frequently lifestyle, health & fitness, and entertainment apps, and least frequently business (22%) and travel (20%) apps. Those aged 18-25 years old use the most lifestyle, music and entertainment apps, and the least utilities (6%), and business (6%) apps. Total answers: 924 (Skipped this question: 116) 9% 25% 38% 20% 8% Travelling 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 6% 23% 38% 25% 8% Books 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 7% 22% 31% 28% 12% Music 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 3% 15% 37% 34% 11% Health & fitness 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 10% 16% 34% 29% 11% Sport 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 9% 22% 36% 25% 8% Photo/camera 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  30. 30. page 30 How many video content you watch on mobile devices every week? (single answer) Question 10 37% of respondents watch 1 to 5 video content/week, 21% watch over 15 video content/week, 19% watch between 6 and 10 video content/week, while only 14% of respondents do not watch zero video content/week. Global studies estimate a 55% y-o-y growth of the video traffic by 2020. The growth will be driven by streaming services and integration of more and more video content in media and advertising environment. Total answers: 966 (Skipped this question: 74) 14% 37% 19% 9% 21% 0% 5% 10% 15% 20% 25% 30% 35% 40% None 1-5 video contents 6-10 video contents 11-15 video contents Over 15 video contents Utilization of mobile devices in Romania
  31. 31. page 31 How many video content you watch on mobile devices every week? (single answer) Question 10 – By age The most important video consumers are those aged 35-45 years old, of which 32% say they watch over 15 video content every week, followed by the respondents aged 25-35 years old, of which 28% say they watch over 15 video content every week. As expected, the generation of 18-25 years old watch more video content than those of 55+ years old, a large share of whom say they do not watch any video content . Total answers 931 (Skipped this question: 109) 19% 7% 7% 6% 7% 38% 23% 16% 17% 18% 30% 38% 41% 29% 32% 9% 26% 27% 37% 28% 4% 6% 9% 11% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age None 1-5 video contents 6-10 video contents 11-15 video contents 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  32. 32. page 32 What are the industries that provide you the best experience of digital information access on your mobile device? (multiple answers) Question 11 Industries that offer the respondents the best experience of accesing information on mobile devices are: media & entertainment (63% ), banking & financial services (52%), IT (47%), and telecomunications (36%) . Industries such as construction and real estate (8%), leasing & insurance, and oil & gas (3%) have room for improvement when it comes to the experience of accessing information on mobile devices. Total answers: 966 (Skipped this question: 74) 3% 4% 8% 13% 14% 15% 18% 28% 31% 36% 47% 52% 63% 0% 10% 20% 30% 40% 50% 60% 70% Oil & gas Leasing & ensurance Construction & Real Estate Automotive Power & Utilities Transports Professional services Retail & Wholesale Consumer products Telecommunications Tehnology and IT Banking and financial services Media & Entertainment Utilization of mobile devices in Romania
  33. 33. Utilization of mobile devices in Romania Section 3 – Mobile devices and social media
  34. 34. page 34 46% of respondents say that they like/follow brands on social media from mobile device when they want to be up-to-date with the new offerings, for quality content (33%), for quick access to information (14%), and only 7% for vouchers and discounts. If you like or follow brands on social media using mobile device, why you do it? (single answer) Question 12 Total answers: 817 (Skipped this question: 223) 7% 14% 33% 46% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% For vouchers and sales Quick access to information For quality content Stay up-to-date with the novelties Utilization of mobile devices in Romania
  35. 35. page 35 The reasons why respondents do not like / follow brands on social media using mobile device are: the lack of quality content (73%), do not want to be up-to-date with the new offerings (12%), they do not need quick access to information at that moment and they were not offered vouchers and discounts(6%). If you don’t like or follow brands on social media, why not do it? (single answer) Question 13 Total answers: 803 (Skipped this question: 237) 73% 12% 9% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% No quality content offered No interest in staying up-to- date with the novelties No need to access information quickly No vouchers and sales offered on social media Utilization of mobile devices in Romania
  36. 36. page 36 Respondents use vouchers or QR codes on mobile devices because of the following benefits: sales (35%), quick access to information (27%), additional information (24%), and testing whether there are better purchase options. If you are using scanning vouchers or QR codes, why you do it? (single answers) Question 14 Total answers: 699 (Skipped this question: 341) 35% 27% 24% 14% 0% 5% 10% 15% 20% 25% 30% 35% 40% For sales Quick access to information Additional information Testing better purchase options Utilization of mobile devices in Romania
  37. 37. page 37 Respondents do not use scanning vouchers or QR codes on their mobile devices because: they do not find additional information (36%), they do not installed specific apps (36%), do not need quick access to information (18%) or they do not know how (10%). If you do not use scanning vouchers or QR codes, why not do it? (single answer) Question 15 Total answers: 776 (Skipped this question: 264) 36% 36% 18% 10% 0% 5% 10% 15% 20% 25% 30% 35% 40% No additional information found No specific apps owned No need to access information quickly Don't know how Utilization of mobile devices in Romania
  38. 38. page 38 About mobile optimized websites: 60% of respondents consider they have a higher download and upload speeed, 51% say they provide a easier way to identify informationi, 29% say they facilitate the increase the time spent on this type of websites, and 27% say the chances of buying grow on this type of website. Select all the statements you agree. Mobile optimized websites are: (multiple answers) Question 16 Total answer: 901 (Skipped this question: 139) 10% 16% 18% 20% 27% 29% 51% 60% 0% 10% 20% 30% 40% 50% 60% 70% More reliable Not offering enough information Don't know / realize if a mobile optimized website If the website is not optimized, I choose different mobile optimized website Give you better chances to buy on this type of websites Facilitating to spent more time on this type of websites Offering an easy path to identify the information Better at downloading and uploading speed Utilization of mobile devices in Romania
  39. 39. Utilization of mobile devices Romania Section 4 – Security and confidentiality of mobile devices utilization
  40. 40. page 40 On a scale from 1 to 5 rate how important is for you the confidentiality when using the mobile device? (1 – not at all important – 5 extremely important) (single answer) Question 17 For 60% of respondents confidentiality is extremely important, for 27% is very important and 10% is important. The amount of 97% of the recorded values of those who consider privacy from “important” to “very important” is an indicator of the high level of trust the user wants in the relationship with the online regarding the rules governing the confidentiality of data received and sent. Total answers: 947 (Skipped this question: 93) 1% 2% 10% 27% 60% 0% 10% 20% 30% 40% 50% 60% 70% Not at all important Somehow important Important Very important Extremely important Utilization of mobile devices in Romania
  41. 41. page 41 Regarding the security what concern you the most when using your mobile device? (multiple answers) Question 18 When it comes to the confidentiality and security of data in using their mobile device, the respondents are most concerned by: the password to their bank account (83%), security access code of bank card (80%), personal identification number (68%), content of email messages (67%). The respondents are least concerned with: Internet searching engine confidentiality (21%), purchasing habits (19%) and political views/choices (7%). Total answers: 947 (Skipped this question: 93) 1% 7% 19% 21% 23% 26% 44% 50% 61% 64% 67% 68% 80% 83% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Others Political views Purchasing patterns Browsing Visited websites Informations about friends Business contacts Text messages content Personal localization Phone conversations content Email content messages Personal identification number Security access code of bank card Password access to bank account Utilization of mobile devices in Romania
  42. 42. page 42 Do you accept cookies when surfing online through mobile device? (single answer) Question 19 The percentage of the users who accept cookies when surfing online is sensibly equal to those who don’t accept: 49% vs. 51%. It can be then construed that there are possible two types of users: 1. the “just browsing” user – for whom data collection is perceived as inflicting confidentiality, 2. the determined buyer” user – who has an articulated need, does targeted searching , wants options and accepts data collection from pragmatic reasons. Total answer: 947 (Skipped this question: 93) 51%49% No Yes Utilization of mobile devices in Romania
  43. 43. page 43 The data security aspects that concern most the respondents when using mobile devices are in relation to: password to their bank account (83%), security access code of bank card (80%). So, it results a cautious behavior regarding money transfer to another person (33%), in-store payment (20%). Have you ever used your mobile devices to: (multiple answers) Question 20 Total answers: 911 (Skipped this question: 129) 44% 1% 52% 33% 20% 0% 10% 20% 30% 40% 50% 60% None of the above Other Check your bank account Transfer money Do in-store payments Utilization of mobile devices in Romania
  44. 44. page 44 The percentage of those willing to use a solution whereby to pay in-store using their mobile devices vs. those who do not want this or are undecided is relatively balanced. It is noteworthy that 18% of respondents are open to this option irrespective of the amount while 34% would seek a solution to pay in store using a mobile device just to pay a small amount of money. Would you use a solution whereby to pay in-store using mobile devices? (single answer) Question 22 Total answers: 911 (Skipped this question: 129) 18% 34% 37% 11% 0% 5% 10% 15% 20% 25% 30% 35% 40% Yes, no matter the amount Yes, only for small amount of payment No Don't know Utilization of mobile devices in Romania
  45. 45. page 45 Would you use a solution whereby to pay in-store using mobile devices? (single answer) Question 22 – By income The respondents with EUR 2000+ income and those with EUR 501-1000 income say they would use a solution whereby to pay in store using mobile device irrespective the amount. The most cautious to pay using a solution whereby to pay using mobile devices are those with EUR 250-500 income. Total answers: 911 (Skipped this question: 129) 14% 19% 21% 31% 7% 10% 10% 11% 29% 17% 16% 12% 27% 29% 33% 31% 23% 25% 20% 15% 0% 20% 40% 60% 80% 100% Don't know No Only for small payments Yes, no matter the amount 2000 + Euro 1500 Euro – 2000 Euro 1000 Euro – 1500 Euro 501 Euro – 1000 Euro 250 Euro – 500 Euro Utilization of mobile devices in Romania
  46. 46. page 46 Would you use a solution whereby to pay in-store using mobile devices? (single answer) Question 22 – By age Depending on the age of the respondents, the most open to pay in store using a mobile devices are those of 35-45 years old (35%), followed at the par (with 24%) by those 45-55 years old and 25-35 years old who would pay this way no matter the amount. Total answers: 911 (Skipped this question: 129) 8% 12% 9% 8% 24% 27% 21% 24% 40% 32% 32% 35% 20% 25% 28% 24% 8% 4% 10% 9% 0% 20% 40% 60% 80% 100% Don't know No Only for small payments Yes, no matter the amount 55+ years 45-54 years 35-44 years 25-34 years 18-24 years Utilization of mobile devices in Romania
  47. 47. Utilization of mobile devices in Romania Section 5 – The benefits of mobile devices utilization
  48. 48. page 48 Select in the order of importance the benefits they bring to you the use of mobile devices? (multiple answers) (1 – the most important; 6 – the least important) Question 23 According to the respondents, the main benefits they bring the use of mobile devices are the following ones: mobility, information accessibility, connectivity and the efficient use of time. Total answers: 931 (Skipped this question: 109) 35% 35% 15% 2% 6% 7% 27% 31% 18% 5% 7% 11% 18% 19% 33% 7% 10% 12% 10% 9% 20% 38% 12% 11% 6% 5% 11% 26% 43% 10% 4% 1% 3% 22% 22% 49% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Accesibility of information Mobility Connectivity Apps utilization Efficient use of time Prompt response 1 - Extremely important 2 3 4 5 6 - Unimportant Utilization of mobile devices in Romania
  49. 49. page 49 The top 3 benefits of the 6 listed, the use of mobile devices bring in the perception of respondents are the following ones: mobility (rank 1), accesibility (rank 2), and connectivity (rank 3). The following ranks are, in order, efficient time use (rank 4), apps utilization (rank 5), and prompt response (rank 6). (Please recall that this is an analysis of perceptions) Select in the order of importance the benefits they bring to you the use of mobile devices? (multiple answers) (1 – the most important; 6 – the least important) Question 23 – Top 3 benefits Total answers: 931 (Skipped this question: 109) 3 2 1 Mobility Accessibility Connectivity 1 Extremely important 2 3 4 5 Not at all important 6 Don’t know Total answers Score Benefit 35.45% 30.61% 18.58% 9.02% 4.73% 1.61% 931 4.78 Mobility 35.55% 27.50% 17.83% 9.88% 5.91% 3.33% 931 4.67 Information accessibility 14.61% 18.15% 33.3% 19.98% 10.74% 3.22% 931 3.96 Connectivity Utilization of mobile devices in Romania
  50. 50. Demographics This study is based on the analysis of the 1,040 answers received to a 33- questions questionnaire conducted between 8 and 29 June 2015 to respondents predominantly from urban areas, aged 18 and 55+ yo, in 31 counties from Romania.
  51. 51. page 51 Age of respondents Demographics Respondents / developing regions 56% 10% 6% 9% 7% 4% 3%5% București / Ilfov Centru Nord-Est Nord-Vest Sud Sud-Est Sud-Vest Vest 10% 22% 35% 24% 9% 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  52. 52. page 52 Demographics Income of respondents Gender of respondents 22% 30% 17% 10% 21% 0% 10% 20% 30% 40% 250 Euro – 500 Euro 501 Euro – 1000 Euro 1000 Euro – 1500 Euro 1500 Euro – 2000 Euro 2000 + Euro 54% 46% Female Male Utilization of mobile devices in Romania
  53. 53. page 53 Demographics Pre-paid / monthly subscription of mobile device Internet connection for mobil device 92% 91% 24% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Wi-Fi Internet mobile Hot spots 4% 96% No Yes 34% 41% 25% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Minim (max. 10 euro/month) Medium (max. 20 euro/month) Maxim (max. 50 euro/month) 12% 88% Pre-paid card Monthly subscription 4% 40% 56% 2G mobile device 3G mobile device 4G mobile device Utilization of mobile devices in Romania
  54. 54. page 54 Authors’ comments Elena Badea Associate Director EY Romania Constantin Măgdălina Knowledge Management EY Romania As the hi-tech consumer goods industry are turning to the new areas of growth, non-computer mobile devices are becoming increasingly important. The acceleration use of mobile devices, Big Data and Internet of Things highlights development opportunities for digital area. They transform the economic environment and generates new possibilities for people, businesses and governments. The impact of the digital and the use of mobile devices is visible. Understanding the behavior of their beneficiaries is essential. Mobile devices have significantly transformed the way we want to interact with the information. They are with us in our lives and the impact they have already generated upon all age groups is overwhelmingly. The way in which technological advancement and digital transformation we are experiencing now are developing new ways we relate to each other and access information, changes the paradigm of many industries, from media and telecommunication, to banking and financial services and medical services. And this is only the beginning… Utilization of mobile devices in Romania
  55. 55. page 55 Echipa de proiect Elena Badea Associate Director Branding, Marketing and Communication EY Romania elena.badea@ro.ey.com Constantin Măgdălina Knowledge Management Branding Marketing and Communication EY Romania constantin.magdalina@ro.ey.com We wish to thank you to all of the respondents to our questionnaire whereby we conducted the analysis. We are delighted to see the high interest in this topic and the prompt responses. We thank particularly Diana Dumitrașcu, Executive Director, doingbusiness.ro for the important support provided to us. The present slide-deck is a study/quantitative analysis which aims to highlight trends related to the topic and advance working hypotheses to be validated by further extended market research, on representative samples. This material is accurate to the best of our knowledge at the time of writing. It has an informative purpose and therefore we recommend professional advice before taking any action. Utilization of mobile devices in Romania
  56. 56. Utilization of mobile devices in Romania Annexes – Extended analysis
  57. 57. page 57 In total how long do you use your mobile device every day?(single answer) Question 6 – By age (a) The relation between age and total mobile device usage shows that 20% of those 55+ years who hold the largest portion of mobile phone use it 2-4 hours/day while 15% of those 18-25 years holding smartphone in the highest portion use it over 6 hours/day. Total answers: 931 (Skipped this question: 109) 3% 9% 12% 20% 7% 3% 16% 20% 20% 25% 27% 20% 37% 37% 37% 31% 15% 33% 31% 25% 21% 14% 36% 31% 13% 9% 10% 10% 15% 13% 0% 20% 40% 60% 80% 100% Don't use Less than 1 hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Mobile phone 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 13% 9% 13% 7% 4% 2% 27% 27% 24% 24% 16% 19% 40% 45% 34% 35% 37% 35% 15% 14% 23% 27% 34% 29% 5% 5% 6% 7% 9% 15% 0% 50% 100% Don't use Less than 1 hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Smartphone 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  58. 58. page 58 In total how long do you use your mobile device every day?(single answer) Question 6 – By age (b) The relation between age and the total mobile device usage shows that: 43% of those 35-45 years old have the highest portion in using tablet use it 1-2 hours/day while 50% of those 45-55 years old holding the highest portion in using phablet use it 1-2 hours/day or more than 6 hours/day for 37% of them. Total answers: 931 (Skipped this question: 109) 6% 7% 7% 11% 12% 14% 23% 25% 24% 23% 21% 29% 42% 43% 33% 18% 29% 36% 20% 20% 28% 35% 21% 15% 8% 5% 4% 12% 29% 0% 20% 40% 60% 80% 100% Don't use Less than 1 hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Tablet 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 4% 9% 12% 15% 13% 50% 25% 37% 35% 30% 33% 44% 75% 18% 34% 26% 0% 19% 13% 27% 12% 22% 17% 12% 18% 0% 20% 40% 60% 80% 100% Don't use Less than 1 hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Phablet 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  59. 59. page 59 In total how long do you use your mobile device every day?(single answer) Question 6 – By age (c) The relation between age and total mobile device usage shows that 62% of those 35-45 years owning in the highest portion smartwatch use it 1-2 hours/day while 50% of those 25-35 years owning in the highest portion fitness bracelet use it between 2 and 6 hours/day. Total answers: 931 (Skipped this question: 109) 5% 3% 100% 15% 18% 25% 50% 33% 35% 31% 62% 25% 50% 33% 30% 13% 25% 13% 18% 17% 0% 20% 40% 60% 80% 100% Don't use Less than 1 hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Smartwatch 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 5% 4% 12% 15% 18% 13% 37% 35% 25% 50% 50% 50% 44% 32% 31% 25% 50% 50% 19% 13% 22% 0% 20% 40% 60% 80% 100% Don't use Less than 1 hour/day 1-2 hours/day 2-4 hours/day 4-6 hours/day Over 6 hours/day Fitness bracelet 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  60. 60. page 60 Select in the order of importance the benefits they bring to you the use of mobile devices? (multiple answers)(1 – the most important; 6 – the least important) Question 23 – By age (a) Depending on the age of the respondents the main two benefits they gain from using mobile the devices are: time efficient use 14% and accesibility of information 9% for those 55+ years old, apps utilization 36% and mobility 27% for those 45-55 years old, mobility 38% and connectivity 38% for those 35-45 years old, apps utilization 50% and prompted responses 31% for those 25-35 years old and time efficient use 13% and accesibility of information 11% for those 18-25 years old. Total answers: 931 (Skipped this question: 109) 9% 7% 9% 11% 11% 16% 19% 29% 25% 18% 20% 26% 37% 31% 37% 39% 40% 29% 24% 26% 21% 28% 22% 16% 11% 7% 8% 4% 7% 13% 0% 20% 40% 60% 80% 100% 1 2 3 4 5 6 Information accesibility 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 8% 10% 6% 12% 14% 7% 27% 23% 22% 15% 16% 13% 38% 37% 34% 37% 16% 27% 23% 20% 29% 20% 43% 33% 4% 10% 9% 16% 11% 20% 0% 20% 40% 60% 80% 100% 1 2 3 4 5 6 Mobility 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  61. 61. page 61 Select in the order of importance the benefits they bring to you the use of mobile devices? (multiple answers)(1 – the most important; 6 – the least important) Question 23 – By age (b) Depending on the age of the respondents the main two benefits they gain from using mobile the devices are: time efficient use 14% and accesibility of information 9% for those 55+ years old, apps utilization 36% and mobility 27% for those 45-55 years old, mobility 38% and connectivity 38% for those 35-45 years old, apps utilization 50% and prompted responses 31% for those 25-35 years old and time efficient use 13% and accesibility of information 11% for those 18-25 years old. Total answers: 931 (Skipped this question: 109) 8% 8% 10% 7% 10% 7% 23% 23% 24% 21% 23% 23% 38% 40% 34% 34% 37% 23% 21% 21% 23% 31% 21% 37% 10% 8% 9% 7% 9% 10% 0% 20% 40% 60% 80% 100% 1 2 3 4 5 6 Connectivity 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 7% 7% 12% 8% 9% 9% 36% 14% 18% 24% 24% 22% 40% 42% 36% 31% 40% 50% 30% 23% 23% 28% 20% 7% 9% 5% 9% 8% 9% 0% 20% 40% 60% 80% 100% 1 2 3 4 5 6 Apps utilization 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  62. 62. page 62 Select in the order of importance the benefits they bring to you the use of mobile devices? (multiple answers)(1 – the most important; 6 – the least important) Question 23 – By age (c) Depending on the age of the respondents the main two benefits they gain from using mobile the devices are: time efficient use 14% and accesibility of information 9% for those 55+ years old, apps utilization 36% and mobility 27% for those 45-55 years old, mobility 38% and connectivity 38% for those 35-45 years old, apps utilization 50% and prompted responses 31% for those 25-35 years old and time efficient use 13% and accesibility of information 11% for those 18-25 years old. Total answers: 931 (Skipped this question: 109) 16% 15% 9% 6% 8% 7% 25% 18% 22% 28% 24% 20% 22% 31% 34% 37% 36% 40% 24% 31% 28% 21% 23% 24% 13% 5% 7% 8% 9% 9% 0% 20% 40% 60% 80% 100% 1 2 3 4 5 6 Efficient use of time 55+ years 45-55 years 35-45 years 25-35 years 18-25 years 8% 8% 6% 14% 5% 9% 20% 15% 22% 28% 24% 25% 30% 37% 39% 30% 49% 34% 31% 29% 21% 20% 15% 25% 11% 11% 12% 8% 7% 7% 0% 20% 40% 60% 80% 100% 1 2 3 4 5 6 Prompt response 55+ years 45-55 years 35-45 years 25-35 years 18-25 years Utilization of mobile devices in Romania
  63. 63. page 63 Do you use Internet services on your mobile device by connecting to: internet mobile, hot spot, wi-fi? (multiple answers) Question 24 – By age Smartwatch (49%) and tablet users (40%) as well as those 35-45 years old are the most active services users of Internet mobile, hot spot and wi-fi. The second highest category of respondents depending on age are those 25-35 years old followed by 45-55 years and those 18-25 years old. Total answers: 914 (Skipped this question: 126) 8% 25% 36% 22% 9% 0% 5% 10% 15% 20% 25% 30% 35% 40% 18-24 years 25-34 years 35-44 years 45-54 years 55+ years Internet mobile 8% 28% 39% 20% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 18-24 years 25-34 years 35-44 years 45-54 years 55+ years Hot spots 9% 25% 36% 22% 8% 0% 5% 10% 15% 20% 25% 30% 35% 40% 18-24 years 25-34 years 35-44 years 45-54 years 55+ years Wi-FI Utilization of mobile devices in Romania
  64. 64. page 64 Do you own a mobile device: 2G, 3G, 4G. (single answer) Question 25 – By age Respondents in the age category of 35-45 years old have the highest expectations from a mobile device regarding technical performance and speed followed by those 25-35 years old and those 45-55 years old. It is noteworthy that young people ranging 18-25 years old say they have no mobile devices 2G, the only chosen option are for 3G and 4G mobile devices. Total answers: 911 (Skipped this question: 129) 24% 12% 6% 19% 22% 24% 38% 35% 36% 19% 21% 26% 10% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2G 3G 4G 55+ years 45-54 years 35-44 years 25-34 years 18-24 years Utilization of mobile devices in Romania
  65. 65. page 65 Do you own a mobile device: 2G, 3G, 4G. (single answer) Question 25 – By income The criteria for choosing the type of mobile device correlates not only with benefits, scope, frequency of utilization and income but also with the performance and speed of mobile device. Given the levels of income we have found that respondents with incomes EUR 2000+ and EUR 500- 1000 prefer high performance devices (3G and 4G), while respondents with EUR 250-500 own 2G mobile devices. Total answers: 931 (Skipped this question: 109) 5% 15% 28% 8% 9% 11% 11% 17% 18% 43% 32% 28% 33% 27% 15% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2G 3G 4G 2000 + Euro 1500 Euro – 2000 Euro 1000 Euro – 1500 Euro 500 Euro – 1000 Euro 250 Euro – 500 Euro Utilization of mobile devices in Romania
  66. 66. page 66 EY | Audit | Tax | Transactions| Advisory About EY EY is a global leader in assurance, tax, transaction and advisory services. The insights and quality services we deliver help build trust and confidence in the capital markets and in economies the world over. We develop outstanding leaders who team to deliver on our promises to all of our stakeholders. In so doing, we play a critical role in building a better working world for our people, for our clients and for our communities. © 2015 EYGM Limited. All rights reserved. EY refers to the global organization, and may refer to one or more, of the member firms of Ernst & Young Global Limited, each of which is a separate legal entity. ey.com

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