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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Want to strengthen your brand engagement via a new platform? Which channels you should know to increase interaction between your brand and your target consumers?

--Smartphone Insight-The best way to reach your clients every moment!

The Ownership of Smartphone in Asia Pacific
Market Smartphone Ownership Australia 65% China 66% Hong Kong 58% Taiwan 50% Korea 67% Japan 26%

Source: Nielsen research, 2012/4

Do you know 1 in 2 online consumers use a Smartphone in Taiwan? Which social networking sites have Smartphone users visited in last 30 days? Which types of applications are popular mostly to Smartphone users? Which types of advertisement you may consider investing in digital marketing?
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Why Nielsen Smartphone Report?

Nielsens 4-WAY MOBILE PHONE CLASSIFICATION lends an additional dimension of value and action-ability. Broad & profound coverage: A. Eight Mobile Media deep dive sections provide valuable insights into mobile internet, e-mail, games, music, LBS, TV/video, social networking and IM. B. Extensive Mobile Advertising section covers experiences with mobile ads, actions taken as a result, and attitudes towards mobile ads. C. Extensive Apps and Apps Store section provides in-depth understanding of apps usage and purchase, as well as satisfaction towards apps stores. D. Detailed Device Satisfaction section looks at satisfaction across 10 critical dimensions, cross-analyzed by brand and OS. Capability for multi-subgroup analysis (i.e. age/gender, usage type, handset brand, OS, MSP etc.) Customized request available
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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Nielsen Smartphone Insights 2012

Essential reference on the smartphone consumer for manufacturers, service providers, developers, publishers and marketers

February 2012

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Nielsens Smartphone Insights provides unrivalled insight into the smartphone consumer and marketplace (1/2)

Category Growth and Brand Performance

Measure smartphone penetration and growth by segment and mobile service provider. Identify top-selling models Quantify interest in up-grading (to a) smartphone and profile targets Measure brand strength of device, OS and mobile service provider brands, amongst smartphone users and up-graders Understand awareness and knowledge of OS, and its role in choice. Understand how smartphones alter consumer mobile behaviours, and contrast usage by different classes of devices Smartphones with Touchscreen Smartphones without Touchscreen Multimedia phones Featurephones

Mobile Data and Applications Usage

Identify which handset features and data services show the most potential, and understand adoption across consumer groups Measure mobile applications download, spending and usage, and uncover usage and perceptions of apps marketplaces Understand in-depth how smartphones user consume mobile media such as the mobile Internet, social networking, music, video, games, LBS, e-mail Measure audience levels for top Internet sites over smartphones, and identify category-champions Identify most common uses of mobile social networking and locationbased services. 5

Mobile Media Consumption

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Nielsens Smartphone Insights provides unrivalled insight into the Smartphone consumer and marketplace (2/2)

Choice Drivers and Purchase

Understand the choice drivers for smartphones, by different consumer segments, and contrast this to multimedia phone and featurephones Measure brands positioning on the key smartphone drivers of choice

Identify the main sources of information on which smartphone buyers rely

Map where smartphones are purchased

Determine which OS platforms are worth prioritizing for advertising Understand consumer exposure to mobile advertising, by advertising format, and consumer responses after seeing mobile ads. Understand attitudes towards and opportunities in mobile advertising.

Mobile Advertising

Measure overall customer satisfaction with smartphone brands, flagship models (subject to sample size), OS and mobile service providers Measure satisfaction with handsets by key dimensions: ease-of-use, design, messaging, reliability, features, choice of apps, ease of set-up, battery life and after sales Estimate and compare loyalty to different smartphone brands and OSs. 6

Satisfaction and Loyalty

Copyright 2012 The Nielsen Company. Confidential and proprietary.

Research Methodology

Copyright 2010 The Nielsen Company. Confidential and proprietary.

Smartphone Insights Global Footprint

Q1 and Q3, 2012
Europe UK Germany Russia Italy France Poland Asia China Hong Kong Japan Korea Taiwan

India Australia Philippines Malaysia Vietnam

North America USA (available every quarter) Canada

Latin America Brazil Mexico

Additional markets likely to run 1 or more waves within 2012

Europe Turkey Romania Spain Kazakhstan Netherlands Middle East and Africa UAE Qatar Kuwait South Africa Egypt Saudi Arabia

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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Research Specifications
Quantitative survey, averaging 30 minutes long.
Amongst consumers aged 16 to 64. Stage 1 - Penetration Exercise:
Random interviews with quotas set according to the age, gender and regional proportions from national census. Stage 1 is done over online panel for Online Markets, and using CATI or Door-To-Door for Offline Markets. Penetration, user profiles and weights for the Main Study are taken from this Stage 1 data.

Stage 2 - Main Study:

Randomly selected Smartphone users and non-Smartphone users to meet respective quotas, weighted according to Stage 1 data

Study Universe for the Main Study

For online markets - Mobile users aged 16 to 64 who are online. For offline markets - Mobile users aged 16 to 64 living in Major Metros. Taiwan belongs to Online market. Stage 1 - Penetration Exercise (Sample sizes for General Population N=1,000) Stage 2 - Main Study (Sample sizes for Smartphone Users N=800Non Smartphone Users N=400)
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Copyright 2010 The Nielsen Company. Confidential and proprietary.

Nielsens Mobile Phone Classification

As smartphone penetration approaches 50 % in many markets, it is no longer useful to treat smartphones as a single segment. Nor is it useful to ignore that some featurephones are semi-smart. Nielsens 4-way device classification lends an additional dimension of value and action-ability. MOBILE PHONE CLASS SMARTPHONES NON-SMARTPHONES

Touchscreen Smartphones

Non Touchscreen Smartphones

Open OS* allows installation of applications. No touchscreen. (Only devices with QWERTY or alpha-numeric keypads are included).

Multimedia Phones
Touchscreen and/or QWERTY, but not an open OS. Must be able to access Internet by WiFi or 2.5G upwards, and has an HTML browser.

Feature Phones
All other phones. (No touchscreen, no QWERTY keypad, no open OS).

DEFINITION

Open OS* allows installation of applications. Features touchscreen. (May also feature QWERTY or alpha-numeric keypads alongside touchscreens). * Open OSs include: iOS, Android, Blackberry, Symbian, Maemo, Windows, Linux (Web OS), Bada

Importantly, surveys respondents are not asked to self-select their device class. Rather they are asked to name their current model, with either the help of images of each model or with the help of the interviewer in person. They are then assigned as users of a particular class of device based on their model.
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Copyright 2012 The Nielsen Company. Confidential and proprietary.

Report List of Charts

The report will contain around 400 powerpoint pages.

Copyright 2010 The Nielsen Company. Confidential and proprietary.

BRAND PERFORMANCE
Smartphone
Smartphone Penetration Smartphone Ownership Momentum Smartphone User Profile Smartphone Device Brand Market Share Smartphone Device Brand User Profile Top 10 Smartphone Models in Use Smartphone Brand Consideration and Conversion Rate

vs Multimedia phones and Featurephones

Smartphone OS
Smartphone Operating System (OS) Market Share Smartphone OS User Profile Smartphone Device Brand Momentum Smartphone Brand and OS Awareness Smartphone Brand and OS Preference Smartphone OS Consideration and Conversion Rate

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MOBILE USAGE
Incidence of Gifting and of Secondhand Phones Mobile Service Payment Types Data Plans Subscribed Usage of Multiple Phones Features Used in the Past 30 Days Data Applications Used in the Past 30 Days Accessories Used with Phone Average Monthly Expenditure

Smartphone vs Multimedia phones and Featurephones

by Key Demographics ,User Types ,Brands and MSP

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CHOICE AND PURCHASE

Selection Criteria for Smartphones Price Paid for Smartphones

vs Multimedia phones

Information Sources Pre-Purchase for Smartphones

Sales Channel for Smartphones

and Featurephones

Smartphone Selection Criteria

Smartphone Brands Competitive Positioning on Selection Criteria

Price Paid for Smartphone Decision Makers for Phone Selection Sales Channel for Smartphones by Brand and OS Key Choice Driver for Top 10 Smartphone Models In Use

by Key Demographics and User Types

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Copyright 2012 The Nielsen Company. Confidential and proprietary.

APPS AND APPS MARKETPLACE

Number of Apps Regularly Used on Smartphones Types of Apps Regularly Used on Smartphones Number of Apps Downloaded to Smartphone in the Past 30 Days Types of Apps Downloaded to Smartphones in the Past 30 Days Expenditure on Apps in Last 30 Days for Smartphones Main App Store Used Satisfaction with App Stores Used

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MOBILE MEDIA (1/2)

Mobile Internet
Locations for Accessing Mobile Media and Digital Content Types of Websites Visited on Smartphones Names of Websites Visited on Smartphones in the last 30 days

Access To Websites Via Browser Vs App

E-mail
Mobile E-mail Services Used In Past 30 Days Frequency of E-Mail Checking Use of Business Vs Personal Mails

GAMES PLAYED/ DOWNLOADED

Frequency of Using Mobile Games Sessions In Past 30 Days Monthly Expenditure on Mobile Games

Music Frequency of Using Mobile Games Sessions In Past 30 Days

Means for Accessing Mobile Radio Method for Transferring Full Track Music Monthly Expenditure on Music Downloads Frequency of Using Music on Mobile
Copyright 2012 The Nielsen Company. Confidential and proprietary.

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MOBILE MEDIA (2/2)

Location Based Services
Method of Accessing Location Based Services Types of LBS Apps Used Frequency of Using LBS

Mobile TV/Video
Method of Accessing Mobile TV or Video Subscription to Mobile TV or Video Services Mobile Expenditure on Mobile TV or Video Services Clips Vs Full Length Features by Key Demographics Frequency of Watching Mobile TV or Video Impact on Mobile TV or Video on Other TV Viewing Ways To Increase Mobile TV or Video Viewing

Social Networking
Types of Mobile Social Networking Activities Frequency of Using Mobile Social Networking

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MOBILE ADVERTISING
Advertising Received
Frequency of Viewing Mobile Ads Types of Advertising Received on Mobile Phone in Last 7 Days

Action
Reaction to Receiving Advertising on the Mobile Phone Actions Taken when Viewing Mobile Advertising Attitudes and Preference Regarding Mobile Advertising

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SATISFACTION AND LOYALTY

Device
Device Satisfaction and Dissatisfaction Satisfaction on Key Smartphone Attributes (ease of use, design, messaging, reliability,

features, choice of apps, ease of set-up, battery life and after sales)
Smartphone vs non-Smartphone Brand Loyalty Smartphone Device Brand Loyalty

Smartphone OS
Smartphone OS Loyalty Migration Path to and From Smartphone Brands and OS

Mobile Service Provider

Mobile Service Provider Satisfaction Mobile Service Provider Potential Switching and Reasons for Switching

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Copyright 2012 The Nielsen Company. Confidential and proprietary.

Thank You!
For further enquiries, please contact:

Emily Chen + 886 2 2756 8668 ext 258 Emily.X.Chen@nielsen.com

Yvette Lu +886 2 2756 8668 ext. 255 Yvette.Lu@nielsen.com

Copyright 2010 The Nielsen Company. Confidential and proprietary.