smart index survey russia 2011

© M

OB

ILEYO

UTH

2011

http://www.mobileyouthreport.com

http://anketki.ru/research

FLICKR: SARAH REID

Simple

Mobile

Advocacy &

Recommendation

Tracker

SMART Index survey results

Russia 2011

mobileYouth &

Anketki Research

http://www.mobileyouthreport.com/




© M

OB

ILEYO

UTH

2011



FLICKR: GULLEVEK

What does SMART measure?

SMART measures the strength of word-of-mouthrecommendation for handset brands among young people.





© M

OB

ILEYO

UTH

2011



RANKING MOBILE HANDSET BRANDS BY

SMART INDEX FOR THE RUSSIAN MARKET

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%

Nokia Apple Sony Ericsson Samsung BlackBerry Motorola

SMA

RT

Ind

ex

Nokia is the most recommended handset brand in Russia

Source: mobileYouth





© M

OB

ILEYO

UTH

2011



FLICKR: CHICAGOLAU

Why is recommendation important in Youth Marketing?

65% of youth purchase decisions are driven by word-of-mouth; primarily recommendation between peers.





© M

OB

ILEYO

UTH

2011



FLICKR:JAAKO

Why pay attention to SMART Index?

SMART predicts trends in profitability and market share for handset brands.





© M

OB

ILEYO

UTH

2011



RECOMMENDATION DRIVES PROFIT

CHANGE IN

PROFIT SHARE

SMART INDEX

Apple

Samsung

Sony Ericsson

Nokia

Source: mobileYouth

Handset brands that have successfullyincreased their recommendation scoreshave also seen an increase in their shareof market profit as a % share. With fallingSMART score, Nokia has not seen changein in profit share. Apple’s rising SMARTscore is reflected in its increase ofindustry profit share in Russia.





© M

OB

ILEYO

UTH

2011



FLICKR:REZAVOODY

How SMART Index helps your marketing?

Identify you beachhead segment by demographic traitssuch as age and gender





© M

OB

ILEYO

UTH

2011



HANDSET BRANDS SMART INDEX BY

AGE GROUP FOR THE RUSSIAN MARKET

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%


SMA

RT

Ind

ex

15-19 20-24 25-29

Sony Ericsson has its most vocal fans in the 20-24 age group

Source: mobileYouth





© M

OB

ILEYO

UTH

2011



HANDSET BRANDS SMART INDEX BY

AGE GROUP FOR THE RUSSIAN MARKET

-100%

-80%

-60%

-40%

-20%

0%

20%

40%

60%

80%


SMA

RT

Ind

ex

Male Female

Sony Ericsson fans are mostly male

Source: mobileYouth





© M

OB

ILEYO

UTH

2011



FLICKR:KENNETH LU

Where else has the SMART Index been done?

SMART Index has been carried out in 4 unique markets so far





© M

OB

ILEYO

UTH

2011



GLOBAL SMART INDEX BRAND HEAT MAP

USA S. Africa Malaysia Russia

Apple

BlackBerry

Samsung

Motorola

Nokia

Sony Ericsson

HTC

LG

KEY

RED HOT

HOT

WARM

COLD

ICE COLD

NO DATA

High positiveSMART scores

High negativeSMART scores





© M

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UTH

2011



The validity of SMART Index holds up across global markets. When comparing US and Russia, in both markets, Sony Ericsson has its most vocal and active fans concentrated in the 20-24 age group and they tend to be male. SMART Index has been able to provide us with such market specific actionable insights for all

handset brands included in the survey.

The SMART Index was created to measure a fundamental youth behavior : word-of-mouth recommendation. We have found

that in all markets, a brand’s SMART Index very closely co-relates to the change in profit share for the brand. This is

statistical proof for what we have been saying for the last 10 years : “Recommendations drive profit”.

Recommendations are the main information source driving purchase decisions. Most of the respondents in our survey say that they have been asked by somebody which phone to buy,

and a significant part of their segment say it’s happening “very often” or “all the time”. Young people are asked by their friends

(73%), as well as parents (35%) and siblings (24%).

Roman Ravve, Anketki Research

Freddie Benjamin, mobileYouth

Graham Brown, mobileYouth





© M

OB

ILEYO

UTH

2011



CONTACT

If you have any questions on the survey content please contact:

Josh [email protected]://www.twitter.com/joshdhaliwal

UK/Europe: +44 203 286 3635North America: +1 646 867 3635South Africa: +27 11 08 3635 1Asia: +852 8 176 365 0





smart index survey russia 2011

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