CAREACE SMARTPHONE SURVEY

What do smartphone users want?

(Particularly regarding Samsung Smartphone users)

TecAce Software

Marketing Team

April. 2011

Phone: (425) 748-5122

E-mail: hansoo@tecace.com

This document contains trade secrets and proprietary information belonging to TecAce

Software Ltd, Ltd. No use or disclosure of the information contained herein is

permitted without the prior written consent of TecAce Software, Ltd.

April 2011

TecAce © 2011 all right reserved

Overview

CareAce Smartphone Survey

CareAce is our Samsung smartphone support site and we have conducted a survey

as well as a giveaway event to celebrate its 3 year anniversary.

The event was held for 2 weeks from Jan 6th to Jan 21st, 2011 for Samsung

smartphone users and CareAce visitors in order to better understand our viewer’s

smartphone usage behavior.

Key questions are as follows.

1. Current Smartphone brand & OS and decision factors.

2. Satisfaction level of the smartphone

3. Smartphone brand & OS in the future

4. Most important Smartphone features

5. Desire features in the future.

We studied smartphone user behavior difference by brand and OS

We had over 200 participants from 50 different countries.

Note (Possible bias): The survey reflects a larger proportion of Samsung users

than the market average due to the focus on Samsung based support and

product at CareAce.

April 2011

TecAce © 2011 all right reserved

2

1. DECISION FACTORS OF CURRENT

SMARTPHONE

DEMOGRAPHIC

Of the 205 participants surveyed, 85% were male and 15% were female users.

Samsung Smartphone users were the plurality accounting for 46% of users while 51%

surveyed were Android OS users.

While male user age range spanned from 18 to 55+, 70% of female users were

categorized in the 25 to 44 age range.

Preference Change by Brand (Current Smartphone brand vs desired brand)

Samsung brand share is expected to increase slightly from 46% to 47%

HTC has the highest increase from 16% to 22% (38% growth ratio)

April 2011

TecAce © 2011 all right reserved

3

Preference change by OS (Current Smartphone OS vs Desired OS)

What factors are important to choose your smartphone?

For the question, the participants choose ‘Product feature & spec’ as the most

important factor and ‘OS’ as the second.

Android OS share is expected to increase from 51% to 69%

Windows phone 7 OS has the highest increase ratio 120%

April 2011

TecAce © 2011 all right reserved

4

When we asked this question in ‘Smartphone Usage Survey 2008’, the design was the

most vital factor for the users.

What is Samsung Competitive Advantage?

From the factors that people tend to consider, we have researched what Samsung’s

competitive advantages are.

Samsung Smartphone users like to choose the phones by product

feature and OS compared to other users.

Apple users choose their phones by brand, OEM application, and

design.

HTC users relatively like to choose their phones by Critic’s Review

April 2011

TecAce © 2011 all right reserved

5

2. USER SATISFACTION AND LOYALTY BY

OEM & OS

Are critic’s reviews of the Samsung Galaxy S correct?

We studied how content actual users were with experts reviews of the Samsung

Galaxy S, and put them in terms of pros and cons.

Samsung users are very satisfied with the Galaxy S display, but were less enthusiastic

about customer service and build materials (plastic case). In these two categories

Samsung has lower satisfaction rates compared to other OEM’s. While these opinions

are mirrored by expert review, the critic’s and users opinions are opposed to each

other in terms of battery life; users actually claim that the OEM battery life is better

than industry average.

April 2011

TecAce © 2011 all right reserved

6

Who is the winner of the Brand Loyalty?

We have researched brand loyalty by asking users which brand smartphone they

would buy in the future. 64.9% of current Samsung users would stick with the

company, while 66.7% of HTC users and 45.5% of Apple users would continue to do

so. In this survey, HTC users have shown the highest brand loyalty.

Samsung Smartphone Users are significantly satisfied with its display but

customer service and build materials are unsatisfactory. (Significance

95%)

Apple users are significantly satisfied with Market applications.

(Significance 95%)

HTC Smartphone users are relatively satisfied with Customer Care and

Build Material.

April 2011

TecAce © 2011 all right reserved

7

Why the Samsung users leave?

We have also studied why current Samsung users want to leave.

April 2011

TecAce © 2011 all right reserved

8

Among people who would like to convert to Samsung phones, current Blackberry

users are the least satisfied with their Customer care and App Market.(Significance

95%)

Who is the winner of OS Loyalty?

We have investigated OS loyalty by asking which OS users would like to choose in the

future. Windows Phone 7 users have very high loyalty demonstrated by the fact that

all the surveyed Windows Phone users would like to stick to the Windows phone 7 in

the future. Android users have 93.2% loyalty while iOS, Blackberry, and Symbian

have 50%, 30%, and 11% loyalty respectively.

The users who want to leave from Samsung brand are not satisfied with

their customer service and battery life.

April 2011

TecAce © 2011 all right reserved

9

Why they love it?

We have also investigated why Windows Phone 7 has such a high retention rate.

<Satisfaction factors of Windows Phone 7 users>

People who would like to choose Windows Phone 7 consider task and

calendar management as key features. (Significance 95%)

Windows Phone 7 users are significantly satisfied with the Display while

they are not as happy with the App Market or Build Materials.

(Significance 95%)

April 2011

TecAce © 2011 all right reserved

10

3. WHAT ARE THE MOST IMPORTANT

SMARTPHONE FEATURES

According to the study, Email and Internet Browsing are the most used features

for current smartphone users.

April 2011

TecAce © 2011 all right reserved

11

What are important features for each OEM?

We have studied what features are most important for each OEM.

Relative to other users, Samsung Smartphone users consider

Camera, Multimedia, and eBook features of more importance

while HTC and Blackberry users weigh more on Map and Email

respectively.

April 2011

TecAce © 2011 all right reserved

12

What are important features for each OS?

We have studied what features are most important features for each OS.

Relative to other users, Windows Phone 7 users place more

importance on Email, Camera, and E-book features, while Android

users weigh more on Maps and iOS users on Social Network

Services

April 2011

TecAce © 2011 all right reserved

13

4. WHICH FEATURES ARE MOST IMPORTANT

FOR THE FUTURE

How users want to use their smartphones in the future

We asked users which features they plan to use in the future, so we could better

understand their needs:

While ‘Work Productivity was the most desirable smartphone

feature for the future, Book Reading on the Smartphone is the least

wanted feature among those 9 options.

April 2011

TecAce © 2011 all right reserved

14

Please describe what feature you would like to see in future

smartphones

Lastly, we asked our users to describe what features they would like to see in future

smartphones. These were the results:

Innovative Battery life improvement and practical Video calling

were the most mentioned features during the survey.

CONTACT US

For further information or inquiries regarding the report, please contact at contact@careace.net.