Usage of mobile Internet and mobile apps in Bulgaria

Nokia Alps & South East Europe Sofia, May 11 th 2010

Study description

Method Online Survey

Field period 19.04. - 24.04.2010

Sample N=744, representatives for the Bulgarian online population (41%). Sample criteria: sex, age, region, education; Sample provided by noema.bg

AgeUnder 20 years 5%20 – 29 years 23%30 – 39 years 30%40 – 49 years 21%50 – 59 years 15%60 years or older 5%

Sex

Male 48%Female 52%

EducationCompulsory schooling 2%Apprenticeship / professional training 35%A-Levels 7%University 56%

Occupation

employed (working man / clerk) 39%employed (in a leading position) 18%self employed 9%in education (pupils) 3%in university (students) 14%currently unemployed (Parental leave, …) / looking for employment 11%

in military service / compulsory social service 1%Pensioner 4%

Method & Sample

Base: n=744 (All)

Region

Northwestern (Vidin, Vratsa, Montana, Lovech, Pleven) 11%

Northern Central (Veliko Tarnovo, Gabrovo, Razgrad, Russe, Silistra) 12%

Northeastern (Varna, Dobrich, Targovishte, Shumen) 14%Southeastern (Burgas, Sliven, Yambol, Stara Zagora) 10%Southwestern (Blagoevgrad, Kustendil, Pernik, Sofia City, Sofia District) 39%

Southern Central (Kardjali, Pazardjik, Plovdiv, Smolyan, Haskovo) 12%

Characterisation of the own (most used) mobile deviceA fairly simple and reliable device (e.g.: Nokia 3120, Sony Ericsson K700) 39%

A classical but stylish device (e.g.: LG Chocolate) 18%

A device optimized for music or photo (e.g.: Sony Ericsson Walkmanhandy W910i, Nokia 5700) 22%

A smartphone or device optimized for business related issues with a broad feature set (e.g.: BlackBerry 8300, Nokia E71)

11%

Touchscreen Device (e.g.: Samsung Omnia, iPhone, HTC G2 Magic) 11%

Who pays for the (most used) cell phone?

I pay these bills completely by myself. 82%

I carry more than half of those costs on my own. 2%

Mainly, somebody else is carrying those costs. 15%

Sample

Base: n=744 (All)

Mobile Internet Usage & BillingDo you surf the web with yourMobile / smartphone?

If yes: Is there a data package attached to your mobile phone contract, or have you supplemented your contract with such a package?

Size of the data package

Base: n=47 (data package sub.)Base: n=156 (Mobile internet user)

Base: n=744 (all)

Optimization of the Internet user experience on mobile phonesHow helpful do you experience the following possibilities to improve the internet usage on the mobile phone?

Base: n=156 (Imobile Internet user)

Barriers for using the Internet on mobile/smartphonesWhy don't you use the Internet access on your mobile phone?

Major barriers: • Uncertainty about costs• Screen size• Perceived not useful

(unnecessary)

Base: n=588 (Non-mobile Internet user)

Usage of mobile apps• 28% of the respondents have already used mobile apps• App user have installed 8,5 Apps in average on their device.• 13% of the app users have already bought charged apps.

Favourite Categories

Base: n=179 (Mobile app installer)

Apps SourcesFrom what sources have you downloaded your Apps in the past? (aided, multiple responses possible)

Base: n=179 (Mobile app installer)

Reasons for using specific app storesWhy have you decided for a specific AppStore?(aided, multiple responses possible, Top 5)

Basis: n=179 (Mobile app installer)

Information sources for appsWhat sources inform you about mobile applications?(aided, multiple responses possible)

Base: n=179 (Mobile app installer)

App wishesPlease 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:

• Current health insurance status (active coverage)

• Local news, international news, weather forecast, TV program

• new movies, current movie program, ticket reservation

• Bus/train schedule, tickets/reservation, rerouting / delays

• E-mail check up, e-mail notification, news/weather, icq access

• Bill payment via mobile

• Flight schedule, flight reservations, price info, delays

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

• Parcel tracking, prices, delivery ordering

• Delivery ordering, menu

• Finance news, stocks info Base: n=744 (All)

Ovi Store Ecosystem Bulgaria

Developer

CONSUMER

Content Partner own media

Company

Marketing-Agency

Nokia App Forum

Nokia App Forum in Sofia 13th Aprilhttp://bulgaria.nokiaappforum.com/Nokia Call4Mobile Applications -> 30th June

Thank you!