Проучване „Навици и нагласи на българските интернет потребители по отношение на технологиите“ (11’14), проведено по поръчка на Samsung за проекта Live Smart.
4. 4
About the research
Data Collection
Sample
Results
The research was conducted using the CAWI (Computer Assisted Web Interviewing) method and a Real Time Sampling (RTS) technique involving display of questionnaires on websites with the highest total reach.
Invitation format: pop under
Period of data collection: 06.11.2014-16.11.2014
Sample size: N=1000
Target group: Internet users aged 18-55 years who are residents of selected cities in the country
In order to make sure that the collected data is representative for Bulgaria’s entire online population, the demographic structure of the sample is adjusted to the structure of the online population in terms of gender and age, through use of analytical weight.
All results of the research are expressed as percentages in the rankings and refer to the weighted data. In some charts, the data may not total 100% because the answers to certain questions have to be rounded up or down (single answer questions) or there was the option to indicate more than one answer (multiple answer questions).
Objectives
The objective of the research is to identify the common habits, preferences and attitudes, as far as technologies are concerned, which are prevalent among Bulgarian internet users
6. 6
Which of the following do you own and/or use in your household?
Almost all of the mentioned technologies are pretty popular among the respondents, with the exception of more ‘exotic’ ones, such as a smart camera.
Men, married respondents and those with higher income are slightly more inclined to buy 3D smart TVs and tablets. It should come as no surprise that older people (over 40) are more likely to own a mobile phone.
3.0%
9.4%
15.1%
30.6%
32.2%
38.8%
46.7%
52.6%
54.2%
61.5%
75.0%
91.1%
93.4%
95.8%
Smart camera
DSLR
3D TV
Smart TV
LED TV
Tablet
LCD TV
AC
Mobile phone
Digital camera
Smartphone
Laptop/PC
Washing machine
Fridge
7. 7
Which of the following do you plan to buy within the next 12 months?
As expected, the picture here is a bit different. Fridges and washing machines are widely used, but people mostly plan to buy a smartphone, laptop or a tablet.
Men are more focused on smartphones, 3D TVs and smart TVs, while women on digital cameras.
0.2%
3.2%
7.6%
9.2%
9.8%
9.8%
12.3%
15.3%
16.0%
16.6%
17.5%
19.8%
22.0%
25.5%
33.4%
None
Smart camera
Mobile phone
Digital camera
DSLR
LCD TV
3D TV
LED TV
Fridge
Washing machine
Smart TV
AC
Tablet
Laptop/PC
Smartphone
8. 8
Groups by smart devices ownership
We can see that the key product for the categories is the smartphone.
All three smart products are owned mainly by men, people between 31 and 39 years old, with high income, living in Sofia and married.
17.5%
0.8%
0.9%
5.8%
8.9%
10.2%
22.0%
33.8%
0%
20%
40%
60%
None
Smart TV + tablet
Smart TV only
Tablet only
Smart TV + Smartphone
TV + Smartphone + tablet
Smartphone + Tablet
Smartphone only
Which do you own?
9. 9
Which of these brands do you associate with the following definitions?
Smart way of living
Leader in technologies
Effectiveness
Entertainment
Networking
Comfort
Samsung
39.6%
40.6%
20.1%
26.2%
24.7%
24.6%
LG
15.9%
12.4%
7.4%
12.2%
9.4%
10.4%
Sony
14.4%
20.9%
8.3%
12.8%
10.7%
11.9%
Nokia
14.3%
13.8%
8%
8.3%
11.5%
8.2%
Apple
20.8%
26.6%
10.9%
13.9%
14.7%
14.8%
Motorola
6.6%
2.6%
3.3%
3.3%
5.6%
2.7%
Panasonic
7.8%
8.9%
5%
7.8%
4.9%
7%
Philips
8.5%
10.7%
7.3%
8.1%
5%
8.1%
Toshiba
7.9%
6.6%
4.6%
5%
4.2%
4.8%
10. 10
Which of these brands do you associate with the following definitions?
Smart way of living
Leader in technologies
Effectiveness
Entertainment
Networking
Comfort
HP
8.8%
11.6%
5.8%
5.4%
5.7%
5.4%
HTC
11.1%
7.7%
6.1%
6.6%
8.4%
6.6%
Bosch
8.2%
12.7%
9.4%
4%
2.6%
7.4%
Arctic
4.9%
2%
2.7%
2.6%
1%
2.3%
Beko
6.1%
3.2%
6.8%
2.6%
1.5%
4.9%
Zanussi
5.4%
4.6%
6.4%
2.8%
1.5%
4.7%
Whirlpool
8.9%
7.9%
12.6%
3.9%
2%
9.2%
Electrolux
7.9%
8.4%
9.2%
3.1%
1.5%
8.9%
Other
5.6%
2.7%
4.7%
3.8%
4.4%
5.3%
11. 11
Which of these brands do you associate with the following definitions?
•In general, none of the mentioned brands has a strong presence of over 50% within the tested range of brands. Samsung is the leader, followed by Apple and Sony in most categories.
•When we look only at Samsung, men, younger people (up to 29 years old) and those with average income are more likely to mention it for any of the associations.
12. 12
Which of the following Facebook pages are you a fan of?
The balance in the distribution of answers is more than visible and only Samsung manages to attract more than one-third of all respondents as fans of its FB page. Men are more likely to start following any of the brands on FB, except for Samsung, Nokia, Zanussi and Whirlpool, which have a ‘gender balance’. It is interesting that people in the middle age group (30-39) are less willing to become FB fans, than the other two age groups. In terms of relationship status, married people show stronger inclination to become FB fans of the mentioned brands. Samsung attracts mainly people that are up to 30 years (45%), living in Sofia, married, with an income of between 651 and 1000 BGN.
23.80%
4.60%
7.20%
7.90%
10.10%
13.30%
13.90%
14.90%
15.30%
15.60%
15.80%
16.20%
16.40%
18.80%
21.20%
23.30%
26.90%
33.10%
Other
Arctic
Motorola
Beko
Zanussi
Electrolux
Toshiba
Whirlpool
Bosch
HTC
LG
HP
Panasonic
Philips
Apple
Nokia
Sony
Samsung
13. 13
When it comes to any interaction you’ve had with Samsung, to what extent do you agree with the following:
24.3%
19.0%
21.7%
22.6%
17.3%
18.1%
11.4%
10.1%
12.2%
10.9%
9.0%
7.4%
25.5%
26.8%
25.5%
28.2%
22.0%
18.5%
22.8%
26.5%
23.1%
20.1%
24.7%
23.1%
16.1%
17.6%
17.6%
18.2%
27.0%
32.9%
0%
20%
40%
60%
80%
100%
Within the next 3 months, I plan to use
more the functions of my Samsung…
Found new characteristics and how can
they be used
I learned that I can have more fun with my
friends/family, by using the smart…
I learned that I can have more spare time
by using the smart functions of Samsung…
I learned how smart technology can bring
me more comfort
It's easier to communicate by using smart
devices
Strongly disagree
Somewhat disagree
Neither agree, nor disagree
Somewhat agree
Stronly agree
It’s interesting that even when asked about the interaction with a certain brand, respondents are more willing to make general conclusions - every third respondent agrees that smart devices make one’s life easier. Also, such technology is associated with comfort.
The mean scores show that the discovery of new Samsung device functions ranks third among the claims.
Females tend to agree more often with all statements.
14. 14
When thinking of ways you inform yourself before buying a smart device, to what extent do you agree with the following (on a scale from 1 to10):
According to the shown mean scores, the given statements apply to the respondents to almost the same extent.
It’s interesting that people from medium-sized towns tend to agree more with the first statement, and people from Sofia with the second.
Women again are more likely to agree with both claims than men.
Statement
Mean score
To have access to an advice on how to use smart devices that are adapted to my everyday activities
6.89
Opinion and experience of other people with the smart device
7.02
15. 15
When it comes to getting informed about the available functions of your smart device, to what extent would you agree with the following:
More than 50% of the respondents agree with both statements.
Older people and married ones are more willing to follow both statements when getting informed about their smart devices’ functions.
7.3%
7.8%
9.0%
11.9%
30.2%
21.0%
34.7%
37.3%
18.9%
22.1%
0%
20%
40%
60%
80%
100%
Advices on using smart devices that you
get from other people are more relevant
to everyday activities
It's easier for me to find smart functions
based on the advice I get from others,
who are already using it
Strongly disagree
Somewhat disagree
Neither agree, not disagree
Somewhat agree
Strongly agree
17. 17
Brand penetration-TVs
Samsung is the absolute leader in the category, doubling the share of the second best brand - LG.
Male owners dominate all brands, apart from Toshiba.
Samsung is chosen mostly by people between 30 and 39 years of age, from Sofia, with high income, married.
0.8%
5.8%
0.4%
3.5%
4.7%
9.5%
19.2%
19.6%
20.2%
40.8%
Don't know
Other
Grundig
Sharp
Toshiba
Panasonic
Sony
Philips
LG
Samsung
What brand is your smart TV?
18. 18
Smart TV - functions and Internet usage
I know all functions and have used them at least once 30.1%
I know all functions but have used only some of them 41.3%
I know only the most important functions 20.2%
I know only limited functions, that I use every day (watching TV, shows, etc.) 8.4%
Regarding your smart TV’s functions, you would say that:
All the time 54.1%
Couple of times a day 3.6%
Once a day 3.3%
Couple of times per week 7.7%
Once a week 3.7%
Couple of times per month 7.6%
Once a month or less 10.2%
Never 9.8%
How often do you connect your smart TV to Internet?
19. 19
Smart TV - functions and Internet usage
•Both graphs show that smart TV owners tend to know most of the functions, despite the fact that they are not using all of them, and to keep the device connected to the Internet.
•Regarding the most favorite functions, more than half of the respondents cannot give a specific answer. Youtube receives 13% of the answers, followed by browsing in general with 8%.
20. 20
Smart TV applications usage
What seems to become clearer is that smart TVs are barely used for work and reading news.
Respondents again prioritize youtube.com, surfing on the Internet in general and online listening to music.
All answers are dominated by male consumers, except for health and fitness applications.
People in the last age group concentrate more on emails, info apps, making video calls and shopping online, while the youngest use social media and VOD platforms.
10.7%
2.5%
3.2%
3.6%
7.9%
9.9%
14.3%
15.6%
16.7%
21.8%
23.2%
30.6%
38.6%
38.9%
41.3%
67.0%
None
Other
Instant messaging
Health & fitness apps
Shop online
video games
Checking email
Reading newspapers via apps
Making video calls
Watching TV via VOD platform
Social media
Using informational apps
Connecting it to tablet/smartphone
Listening to music online
Internet surfing
youtube.com
Which applications do you use most often?
21. 21
Smart TVs - general usage
--
Yes 80%
No 20%
Have you tried to connect other household devices to your smart TV?
n=172
Less than an hour per day 6.8%
1-3 hours per day 40.6%
3-5 hours per day 28.1%
5-7 hours per day 11.5%
Over 7 hours a day 12.9%
How many hours on average, per day, do you use your smart TV?
n=172
In general, smart TVs tend to be widely used for connections with other devices. When it comes to the frequency of usage though, most of the respondents watch it 1-3 hours or less per day.
Among the most dedicated users are mostly men, middle aged people, living either in Sofia or in a big city, with an income of over BGN 651, and married.
23. 23
Brand penetration - smartphones
The share of Samsung smartphone owners is at 40%, again putting the brand at the undisputable first position. It is followed by Nokia and Apple, with similar shares of about 16%.
Smartphones by Samsung are mostly owned by females, younger people (up to 30), married and with income of between BGN 651 and 1000.
6.7%
0.1%
0.5%
0.7%
1.4%
1.6%
1.9%
2.0%
3.0%
3.4%
7.5%
10.7%
13.3%
15.9%
16.6%
40.0%
Other
Panasonic
Acer
Don't know
Allview
ZTE
Motorola
Blackberry
Alcatel
Huawei
LG
Sony/Sony Ericsson
HTC
Apple
Nokia
Samsung
What brand is your smartphone?
24. 24
Smartphones - functions and internet usage
I know all functions and have used them at least once 31.7%
I know all functions but have used only some of them 37.7%
I know only the most important functions 25.8%
I know only limited functions, that I use every day (calls, sms, etc.) 4.9%
Regarding your smartphone’s functions, you would say that:
All the time 61.5%
Couple of times a day 24.9%
Once a day 5.0%
Couple of times per week 3.7%
Once a week 0.1%
Couple of times per month 1.4%
Once a month or less 1.8%
Never 1.7%
How often do you connect your smartphone to Internet?
25. 25
Smartphones - functions and internet usage
•Same as with smart TVs, most of the smartphone owners know the available functions, use them, and also keep their device connected to the Internet.
•About 60% of the respondents cannot say which function is their favorite one. Browsing the Internet has a share of 13%, the next option is apps usage with 9%.
26. 26
Most popular smartphone functions
Making calls and browsing the Internet take the largest share of the answers.
Men and women tend to have relatively similar answers, with women showing a bit stronger preference for texting and using the alarm clock, while men use GPS and apps in general.
All categories are dominated by the youngest respondents.
1.8%
27.8%
36.2%
42.9%
44.7%
47.7%
60.5%
62.2%
65.1%
66.3%
82.1%
93.7%
Other
Games
Listening to music
GPS
Sending messages
Calendar
Email
Photo/video camera
Apps
Alarm clock
Browsing
Making calls
Which functions do you use most often?
27. 27
Most popular smartphone apps
The use of smartphone apps is pretty diverse, with top 3 positions being held by browsing the Internet, social media apps and weather forecast.
Men are more likely to use maps/GPS, health & fitness apps, perform bank operations, shop via phone, watch videos, while women use blogging functions and social media.
1.4%
4.1%
8.8%
9.0%
10.2%
14.0%
16.3%
21.6%
33.1%
50.7%
51.6%
56.9%
61.8%
84.6%
Other
Blogging
Mobile shopping
Healths & fitness
Online games
Mobile banking
Online music
Watching videos
Educational
Maps/GPS
IM
Weather forecast
Social media
Internet surfing
Which of the following apps do you use most often on your smartphone?
28. 28
Smartphones - general usage
None 8%
1 6%
2 to 5 33%
6 to 10 18%
11 to 15 11%
16 to 20 7%
21 to 30 5%
31 to 49 2%
50 and more 4%
Don’t know 6%
Approximately how many apps have you downloaded in the past 3 months?
Less than an hour per day 12.5%
1-3 hours per day 40.9%
3-5 hours per day 22.7%
5-7 hours per day 11.6%
Over 7 hours a day 12.4%
How many hours on average, per day, do you use your smartphone?
29. 29
Smartphones - general usage
•The reported hours of usage are surprisingly low, having in mind the penetration of smartphones in general.
•Downloading apps does not seem to be very popular, with the highest share of 2 to 5 downloads in a 3-month period.
•Higher frequency of smartphone usage (more than 5 hrs per day) is shown by males, people of up to 30 years of age, living in Sofia, with an income of over BGN 1000, married.
30. 30
Smartphones - number of downloaded apps
Every third respondent is using less than half of the downloaded apps on a regular basis.
None 9.4%
One 9.7%
Less than a half 31.3%
About half 17.3%
More than a half 24.7%
All of them 7.5%
How many of the apps you downloaded do you use regularly (every week)?
32. 32
Brand penetration - tablets
Again, the leader in the category is Samsung. This time, however, the difference with the second brand’s share is relatively smaller.
Samsung tablet is mostly the choice of people between 30 and 39 years old, females, with an income of over BGN 1000, married.
The second best brand, Lenovo, is owned mainly by males, over 40 years old, with an income between BGN 651 and 1850, married.
6.8%
11.7%
0.2%
0.2%
0.5%
0.6%
0.8%
1.4%
3.0%
3.6%
7.6%
9.8%
12.0%
14.0%
16.9%
23.9%
Don't know
Other
E-Boda
Omega
Vonino
Goclever
Evolio
Serioux
Allview
Sony
Acer
Prestigio
Asus
Apple
Lenovo
Samsung
What brand is your tablet?
33. 33
Tablets - use of functions
Familiarity with tablet functions tends to be close to the values for smartphones, with most people tending to know the functions and using a good part of them.
Males, respondents with an average income and married ones tend to be more familiar with the tablet’s functions.
The most favorite ones are even less likely to be mentioned, browsing has a share of 8%.
I know all functions and have used them at least once 32.4%
I know all functions but have used only some of them 31.4%
I know only the most important functions 28.2%
I know only limited functions which I use every day (watching TV, shows, etc.) 8,0%
Regarding your tablet’s functions, you would say that:
34. 34
Tablets - which of the following functions/apps do you use most often?
3.2%
11.4%
13.0%
18.2%
25.8%
28.6%
28.9%
29.5%
51.6%
55.9%
56.7%
65.5%
85.0%
Other
Alarm clock
Sending texts
Making calls
GPS
Calendar
Photo/video camera
Listening to music
Games
Apps
Email
Watching videos
Internet surfing
Functions
6.1%
6.4%
12.0%
13.9%
14.1%
23.4%
27.5%
28.0%
30.8%
32.1%
32.3%
38.4%
43.5%
51.2%
58.8%
85.4%
Blogging
Health & fitness app
Bank transactions
Mobile shopping
Editing pictures
Editing documents
Online music
Educational apps
Online games
IM
Maps/GPS
Weather forecast
Reading books/magazines
Watching videos
Social media
Internet surfing
Apps
35. 35
Tablets - which of the following functions/apps do you use most often?
•As we can clearly see from the results, Internet browsing tops both rankings, with the second and third positions being held by slightly different function and app, respectively.
•When we look at the functions, there is a balance in terms of gender preferences, with slightly higher video watching, GPS and calendar use, and Internet surfing among men than among women.
•When it comes to apps, men use more often maps/GPS, weather forecast, bank transactions, mobile shopping and document editing, while women concentrate on reading books and magazines and listening to online music.
36. 36
Tablets - applications download
None 11%
1 7%
2 to 5 25%
6 to 10 23%
11 to 15 8%
16 to 20 7%
21 to 30 5%
31 to 49 3%
50 and more 5%
Don’t know 6%
Approximately how many apps have you downloaded in the past 3 months?
None 5.9%
One 7.6%
Less than a half 42.5%
About half 22.0%
More than a half 20.1%
All of them 1.9%
What percentage of the downloaded apps do you use regularly?
37. 37
Tablets - applications download
•About 50% of the respondents downloaded between 2 and 10 apps in the past 3 months, which is almost the same as the frequency we observed for smartphones. Again, most of the tablet owners use half or less of the downloaded apps on a regular basis.
•Men show a higher tendency both to download more apps and to use them more often, when we compare them to female tablet owners.
38. 38
Tablets - general usage
At home 76%
Outside 24%
Where do you use your tablet most often?
Less than an hour per day 31.0%
1-3 hours per day 45.0%
3-5 hours per day 15.9%
5-7 hours per day 4.9%
Over 7 hours a day 3.2%
How many hours on average, per day, do you use your tablet?
39. 39
Tablets - general usage
Tablets are mostly used between 1-3 hours per day, at home and during holidays, when outside. This could profile them as a leisurely device.
Most frequent usage is shown by females, middle-aged people, those with income between 1001 and 1850 and married ones.
When outside, men’s place to use would be airport/airplane, during business meetings and in the car, while women would use their tablet mostly in the public transport and coffee places / bars.
During holiday/ vacation 44.7%
Coffee/bar/restaurants 14.2%
In the car 13.0%
During business meetings/at work 10.2%
Airport/airplane 9.2%
Public transportation 3.2%
In stores/while shopping 0.5%
Other 5.0%
Where do you use your tablet most often, when you’re outside?
41. 41
Demographic profile
base: all respondents;
Gender
Male
51.00%
Female
49.00%
Age
Up to 29 y.
37.00%
30-39 y.
29.00%
40-55 y.
34.00%
Education
Secondary or lower
14.00%
Post-secondary
10.00%
College
5.00%
University degree
71.00%
Family status
Married
39.00%
Living with a partner
27.00%
Single
27.00%
Widow/er
1.00%
I don't want to answer
6.00%
42. 42
Demographic profile
base: all respondents;
Personal net income
Up to 350 BGN
5.00%
BGN 351-600
15.00%
BGN 651-850
13.00%
BGN 851-1000
12.00%
BGN 1001-1350
13.00%
BGN 1351-1850
9.00%
BGN 1851-2350
6.00%
BGN 2350-3000
3.00%
Over BGN 3001
6.00%
Refuse to answer
19.00%
Number of people in the household
1
10.00%
2
29.00%
3
31.00%
4
23.00%
5
5.00%
6
1.00%
7 and more
1.00%
43. 43
Demographic profile
base: all respondents;
Place of living
Sofia
49.00%
Varna
9.00%
Plovdiv
8.00%
Bourgas
5.00%
Rousse
5.00%
Stara Zagora
4.00%
Veliko Turnovo
4.00%
Dobritch
3.00%
Pleven
2.00%
Blagoevgrad
2.00%
Sliven
2.00%
Shumen
2.00%
Haskovo
2.00%
Pernik
1.00%
Yambol
1.00%
Pazardzhik
0.90%
Vratsa
0.30%
