-
1 031/023/2,5 10/05/2013 ..
20
market research
-
2 031/023/2,5 10/05/2013 ..
- 2.0
- &
-
3 031/023/2,5 10/05/2013 ..
2013 .
.
(), , , qed* .
, .
*H qed () (). (ESOMAR) . qed ISO 9001 (2252).
-
4 031/023/2,5 10/05/2013 ..
.
, =503 & , 15-69
.
=167 50 , 100 9+
.
(IDI) =10 2 mobile marketing 3 ( ) 5
3
:
-
5 031/023/2,5 10/05/2013 ..
20
EXECUTIVE SUMMARY
-
6 031/023/2,5 10/05/2013 ..
:
,
98% 80% . ,
. . .
. (85%),
(82%) (51%). .
Internet , .
-
7 031/023/2,5 10/05/2013 ..
:
, , ,
80% (24% ).
internet e-mail.
( 80%) , .
, .
(80%) . .
.
-
8 031/023/2,5 10/05/2013 ..
, ,
.
. , .
.
(90%) .
-
9 031/023/2,5 10/05/2013 ..
:
90% .
90% .
90% .
.
90% .
-
10 031/023/2,5 10/05/2013 ..
. , , , (79%)*.
.
.
Internet (91%).
Internet (75%).
2/3 Internet .
83% .
*qed / 2.0, 2013
-
11 031/023/2,5 10/05/2013 ..
-
12 031/023/2,5 10/05/2013 ..
,
& , 15-69
&
N=503
fieldwork 18/04/2013 29/04/2013
: , , (, , )
-
13 031/023/2,5 10/05/2013 ..
-
031/023/2,5 10/05/2013 ..
;
; : (=503)
0%
6%
-5%
55%
63%
22%
6%
15%
-5%
12%
36%
-4%
5%
-61%-35%
- 8 0 % - 6 0 % - 4 0 % - 2 0 % 0 % 2 0 % 4 0 % 6 0 % 8 0 %
_15 - 18
_19 - 24
_25 - 34
_35 - 44
_45 - 54
_55 - 69
""
smartphone
smartphone
15-34 0 %
1 0 %
2 0 %
3 0 %
4 0 %
5 0 %
6 0 %
7 0 %
8 0 %
9 0 %
1 0 0 %
- 8 0 % - 6 0 % - 4 0 % - 2 0 % 0 % 2 0 % 4 0 % 6 0 % 8 0 %
-
031/023/2,5 10/05/2013 ..
(top2 + )
;
85%59%
50%45%
39%39%
33%26%
22%18%
16%15%
13%13%12%
11%8%8%8%7%
3%3%2%2%2%1%1%
0 % 2 0 % 4 0 % 6 0 % 8 0 % 1 0 0 %
/ sms
/
(applications - )
/ Email
site "" (.. ,
task manager, file manager, .) / mms ( )
(.. skype)
( )
GPS -
/
/
/
(applications - )
Online
Mobile internet banking
0 %
1 0 %
2 0 %
3 0 %
4 0 %
5 0 %
6 0 %
7 0 %
8 0 %
9 0 %
1 0 0 %
- 4 % 1 6 % 3 6 % 5 6 % 7 6 % 9 6 %
: (=503)
-
031/023/2,5 10/05/2013 ..
(top2 + )
;
0 %
1 0 %
2 0 %
3 0 %
4 0 %
5 0 %
6 0 %
7 0 %
8 0 %
9 0 %
1 0 0 %
0 % 2 0 % 4 0 % 6 0 % 8 0 % 1 0 0 %
0 % 2 0 % 4 0 % 6 0 % 8 0 % 1 0 0 %
/ sms
/
(applications - )/ Email
site "" (.. ,
/ mms ( ) (.. skype)
( )GPS -
/ /
/ (applications - )
Online
_15 - 18_19 - 24_25 - 34_35 - 44_45 - 54_55 - 69
15-18
19-24
25-34 35-44
45-54
55-69
: (=503)
-
17 031/023/2,5 10/05/2013 ..
& (top2 + )
, 15 34,
- 15 24 Heavy users. (~60% - .. 25%)
social media
- 25 34 .. .
: , . , sms
- 35 44 .. sms, social media,
- 45 54 Light users
- 55 69
-
18 031/023/2,5 10/05/2013 ..
, 85% .* . 59% , 39% , 39% 33% .
, . (15 24) (60%) . (applications), 15 18 .
* 98% , qed, 80% . (qed / 2.0, 2013)
-
19 031/023/2,5 10/05/2013 ..
-
031/023/2,5 10/05/2013 .. 20
( )
64%
27%
16%
3%
Desktop/Laptop
Smartphone
Laptop /
Tablet
Internet; ;
-
031/023/2,5 10/05/2013 .. 21
internet;
73%
82%
66%
85% 83% 84%
73%81%
43%31%39%
24%
61%66%
39%32%
13%
4%
21% 24% 18% 17%
26% 23%
33%
19%
7%3% 4% 2% 5% 0% 3%
6% 5%1%
_15 - 18 _19 - 24 _25 - 34 _35 - 44 _45 - 54 _55 - 69
LAPTOP
- Smartphone
(Laptop - Net book)
( I-pad)
: (=503)
503 231 272 38 62 113 101 89 99
-
031/023/2,5 10/05/2013 .. 22
Smartphone &
smartphone; smartphone;
38%33%
42%
70%
46% 45%
30%
58%62%
54%
85%89%
68%
33%
21%
32% 30%
74%
_15 - 18 _19 - 24 _25 - 34 _35 - 44 _45 - 54 _55 - 69
smartphone
smartphone (top2 + )
: (=503)
503 231 272 38 62 113 101 89 99
-
23 031/023/2,5 10/05/2013 ..
Internet
27% Smartphone
Internet, 16% Laptop / 3% Tablet*.
58%
Smartphone**.
19-24 Smartphone
Internet.
* Tablet , 57% 2011 (GSMA, European Mobile Industry Observatory
2011). ** GSMA, Smartphone 2014 49% , .
-
24 031/023/2,5 10/05/2013 ..
TIM
-
031/023/2,5 10/05/2013 .. 25
3
45%
18%
37%
, / 3 , : (=503)
-
031/023/2,5 10/05/2013 .. 26
, / 3 ,
16%
29%
18%
30%
6%
(=5)
(=4)
(=3)
(=2)
(=1)
3
: (=503)
-
031/023/2,5 10/05/2013 .. 27
, ;
62%
48%
33%
21%
SMS MMS
: (=503)
-
28 031/023/2,5 10/05/2013 ..
37% 18%
, 45% .
(62%)
,
Internet.
-
29 031/023/2,5 10/05/2013 ..
-
031/023/2,5 10/05/2013 .. 30
; ;
59% 59% 60% 62%
51%
62% 59%63%
58%
33% 32% 34% 32%
46%
32% 32%27%
33%
_15 - 18 _19 - 24 _25 - 34 _35 - 44 _45 - 54 _55 - 69
: (=503)
44% smartphone 56% smartphone
503 231 272 38 62 113 101 89 99
-
031/023/2,5 10/05/2013 .. 31
, .. , , ;
50% 44%54% 57%
61%54%
38%45% 51%
45%48%
42% 41%39%
40%
55% 45%44%
3% 5% 2%2% 5% 2% 10% 1%
3% 3% 2% 1% 6% 5%
_15 - 18 _19 - 24 _25 - 34 _35 - 44 _45 - 54 _55 - 69
;
;
;
: (=503)
503 231 272 38 62 113 101 89 99
-
031/023/2,5 10/05/2013 .. 32
,
, ; , ;
5%
59%
45%
36%
52%
3%
: (=503)
-
031/023/2,5 10/05/2013 .. 33
,
, ;
2%
57%45%
59% 63%
41%52%
40% 36%
1%1%3%
: (=503)
-
031/023/2,5 10/05/2013 .. 34
, ; , ;
36% 38%
66%
53%
40%
31%25% 23%
47%
59%
48%40%33%
58%56%46%
57%52%
_15 - 18 _19 - 24 _25 - 34 _35 - 44 _45 - 54 _55 - 69
: (=503)
503 231 272 38 62 113 101 89 99
-
35 031/023/2,5 10/05/2013 ..
59%
.
,
.
,
.
Internet, ,
.
-
36 031/023/2,5 10/05/2013 ..
-
031/023/2,5 10/05/2013 .. 37
(1 )
1%
62%
5%
31%
/
; : (=503)
-
031/023/2,5 10/05/2013 .. 38
;
31%
27%
35%
3%
1%
2%
26%
41%
24%
6%
31%
19%
17%
14%
16%
89%
87%
75%
23%
18%
5%
3%
1%
3%
/
/
1 2 3
:
: (=503)
-
031/023/2,5 10/05/2013 .. 39
(top2 + )
85%
82%
78%
54%
53%
53%
51%
49%
48%
26%
22%
" "
/
: (=503)
-
031/023/2,5 10/05/2013 .. 40
(top2 + )
: (=503)
0 % 2 0 % 4 0 % 6 0 % 8 0 % 1 0 0 %
" "
/
0 %
1 0 %
2 0 %
3 0 %
4 0 %
5 0 %
6 0 %
7 0 %
8 0 %
9 0 %
1 0 0 %
0 % 2 0 % 4 0 % 6 0 % 8 0 % 1 0 0 %
_15 - 18_19 - 24_25 - 34_35 - 44_45 - 54_55 - 69
-
031/023/2,5 10/05/2013 .. 41
*
39%
33%
28%
26%
25%
20%
18%
15%
15%
11%
7%
7%
6%
4%
36%
51%
24%
26%
14%
9%
10%
11%
9%
17%
6%
5%
17%
4%
41%56%
/
No 2009
No 2012
* 2009, =1.501, 2012, N=1.000, qed: 2.0
, ().
-
031/023/2,5 10/05/2013 .. 42
63%
59%
56%
45%
36%
21%
Internet
:
, ; : (=503)
-
031/023/2,5 10/05/2013 .. 43
(top2 + )
, ;
63%59%
66% 66%
57% 56% 56%
66%
78%
56% 58% 55%
85% 87%
75%
57%
38%
21%
59% 56%61%
70%
81%
59% 56%
45%
56%
45%38%
52%
29%22%
41% 44%47%
72%
36%28%
43%
18% 17%
38% 39%
49%
38%
21% 20% 22%
11%15%
19%25% 28%
20%
_15 - 18 _19 - 24 _25 - 34 _35 - 44 _45 - 54 _55 - 69
: (=503)
503 231 272 38 62 113 101 89 99
-
44 031/023/2,5 10/05/2013 ..
,
Internet,
. .
.
:
.
. &
. &
.
-
45 031/023/2,5 10/05/2013 ..
-
-
031/023/2,5 10/05/2013 .. 46
57% 57%51%
48%
37%
20%17%
(7-10)
(1-10 1= 10= )
: (=503)
-
031/023/2,5 10/05/2013 .. 47
; (1-10 1= 10=
50%44% 42%
38%33%
19% 17%
(7-10)
: (=503)
-
031/023/2,5 10/05/2013 .. 48
(6-9 9 )
7%7%8%11%13%14% 3%
N 12
* 2012, N=1.500 qed / 2.0
; 1-9, 9=
, ,
79% . .
-
031/023/2,5 10/05/2013 .. 49
, ; (1-10 1= 10=
39%
29%26% 25% 25%
12% 12%
(7-10)
: (=503)
-
031/023/2,5 10/05/2013 .. 50
(top2 + )
;
83%
75%
67%
59%
50%
42%
35%
: (=503)
-
031/023/2,5 10/05/2013 .. 51
(top2 + )
;
58%
51%
44%
27%
21% 20%
13%
: (=503)
-
52 031/023/2,5 10/05/2013 ..
( ) .
.
.
( , ).
: (83%) Internet (67%),
(59%) (50%)
(42%)
-
53 031/023/2,5 10/05/2013 ..
-
54 031/023/2,5 10/05/2013 ..
, , , , , , .
, smartphone . , smartphone .*
, , .
*GSMA, European Mobile Observatory, 2011. (. Appendix)
-
55 031/023/2,5 10/05/2013 ..
. , .
, .
, , , . , .*
* 2.0: . (. Appendix)
-
56 031/023/2,5 10/05/2013 ..
, .
, .
, . .
. , .
. , , .*
* 2.0: . (. Appendix)
-
57 031/023/2,5 10/05/2013 ..
-
58 031/023/2,5 10/05/2013 ..
,
10 : 2 mobile marketing 3 ( ()) 1 1 courier 1 1 1
fieldwork
12/04/2013 22/04/2013
,
-
59 031/023/2,5 10/05/2013 ..
,
,
50 (15 () 35 ) 117 9+ (50% 9-29 25% 30-49 25% 50+ )
( )
N=167
fieldwork 22/04/2013 02/05/2013
-
60 031/023/2,5 10/05/2013 ..
&
( ) ( )
. : 1.
: ) , )
& ) ,
2.
3.
,
-
61 031/023/2,5 10/05/2013 ..
-
031/023/2,5 10/05/2013 .. 62
-
()
-
63 031/023/2,5 10/05/2013 ..
-
031/023/2,5 10/05/2013 .. 64
5 -
, : , sms, e-mail, internet; , 5 ; - : , sms, e-mail,
internet;
60%
6%
26%
8%
51%
4%
30%
15%
Sms
e-mail
Internet
5
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 65
, : , sms, e-mail, internet; , 5 ; - : , sms, e-mail,
internet;
73%
5%
17%
6%
65%
4%
20%
12%
Sms
e-mail
Internet
5
5 - 9+
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 66
- , ;
96%
90%
78%
76%
84%
66%
66%
90%
80%
82%
68%
69%
64%
59%
55%
84%
0 % 2 0 % 4 0 % 6 0 % 8 0 % 1 0 0 %
0 %
1 0 %
2 0 %
3 0 %
4 0 %
5 0 %
6 0 %
7 0 %
8 0 %
9 0 %
1 0 0 %
5 0 % 6 0 % 7 0 % 8 0 % 9 0 % 1 0 0 %
E 9+
(top2 + )
: . =50 9+ =117
-
67 031/023/2,5 10/05/2013 ..
&
-
031/023/2,5 10/05/2013 .. 68
- - (top2 boxes + )
;
: . =50 9+ =117
82%
84%
38%
88%
84%
22%
E 9+
-
031/023/2,5 10/05/2013 .. 69
( / sms / internet / e-mail), ;
68%
30%
2%
73%
24%
3%
E 9+
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 70
, , ; , 5 ; : , sms, e-mail, internet;
58%
4%
32%
7%
48%
3%
39%
9%
Sms
e-mail
Internet
5
5 -
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 71
, , ; , 5 ; : , sms, e-mail, internet;
70%
3%
20%
6%
63%
3%
24%
10%
Sms
e-mail
Internet
5
5 - 9+
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 72
;
82%
30%
44%
82%
39%
23%
/
E 9+
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 73
, :
96%
86%
68%
64%
64%
58%
44%
56%
91%
81%
81%
73%
54%
52%
51%
54%
47%
84%
0 % 2 0 % 4 0 % 6 0 % 8 0 % 1 0 0 %
&
24
-
0 %
1 0 %
2 0 %
3 0 %
4 0 %
5 0 %
6 0 %
7 0 %
8 0 %
9 0 %
1 0 0 %
4 2 % 5 2 % 6 2 % 7 2 % 8 2 % 9 2 %
E 9+
(top2 + )
: . =50 9+ =117
-
74 031/023/2,5 10/05/2013 ..
/
-
031/023/2,5 10/05/2013 .. 75
/ ;
56%
30%
28%
4%
0%
93%
1%
1%
4%
2%
0%
1%
6%
2%
-
Software, applications
mobile marketing
- , sms
Hardware,
E 9+
/
: . =50 9+ =117
-
76 031/023/2,5 10/05/2013 ..
80% , , .
,
e-mails Internet. .
(24% / 30% ) .
, , (44%)
-
77 031/023/2,5 10/05/2013 ..
, / 80% .
.
. (66%).
, , .
-
78 031/023/2,5 10/05/2013 ..
80% .
, .
, .
. software mobile marketing.
-
79 031/023/2,5 10/05/2013 ..
-
031/023/2,5 10/05/2013 .. 80
3 , ;
24%
23%
24%
15%
35%
24%
14%
17%
10%
1%
3%
11%
hardware
( )
Software
E 9+
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 81
, .
19%
6%
5%
27%
22%
21%
46%
28%
26%
(, )
E-mail
Internet
()
sms
95%
5%
(1 ) &
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 82
, .
32%
3%
3%
36%
14%
12%
68%
17%
15%
(, )
E-mail
Internet
E 9+ ()
sms
80%
20%
(1 ) & 9+
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 83
;
48% 52%
40%45%
10%2%2% 1%
E 9+
(=1) (=2) (=3) (=4)
: . =50 9+ =117
3.3 3.5 ..
-
031/023/2,5 10/05/2013 .. 84
5 ;
24% 21%
46%42%
26% 35%
4% 1%
E 9+
(=1)
(=2)
(=3)
(=4)
(=5)
5
: . =50 9+ =117
2.9 2.8 ..
-
031/023/2,5 10/05/2013 .. 85
;
28% 29%
56%64%
12%4%
4% 3%
E 9+
(=1)
(=2)
(=3)
(=4)
: . =50 9+ =117
3.1 3.2 ..
-
86 031/023/2,5 10/05/2013 ..
90% .
.
90%
-
87 031/023/2,5 10/05/2013 ..
&
-
031/023/2,5 10/05/2013 .. 88
;
42% 47%
52%49%
4% 4%2%
E 9+
(=1)
(=2)
(=3)
(=4)
3,3 3,4 .
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 89
(& )
-
-
- -
()
-
031/023/2,5 10/05/2013 .. 90
(top2 + )
:
94%
90%
94%
88%
91%
90%
88%
89%
89%
88%
E 9+
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 91
:
& & ()
:
- , , - - - - - ,
-
031/023/2,5 10/05/2013 .. 92
: 1 10, 1: 10: .
40% 40%
28%24%
16% 14%10%
6%
52%
38%
25%
15%21%
14%
50%
38%
45%49%
E 9+
: . =50 9+ =117
-
031/023/2,5 10/05/2013 .. 93
- Internet - , - - -
-
,
-
-
( )
- , -
-
031/023/2,5 10/05/2013 .. 94
, , ; 1 10, 1: 10:
72%
56%52% 52%
36%
28%
58%
47%43%
32%
64%
64%
39%
69%
64% 60%62%62%
E 9+
: . =50 9+ =117
-
95 031/023/2,5 10/05/2013 ..
.
(90%) ( & ) .
(~90%) : - - - - Internet
90% .
.
.
-
96 031/023/2,5 10/05/2013 ..
-
97 031/023/2,5 10/05/2013 ..
, .
.
e-mails . .
, .
, .
-
98 031/023/2,5 10/05/2013 ..
.
, . , , .
, .
, .
-
99 031/023/2,5 10/05/2013 ..
-
100 031/023/2,5 10/05/2013 ..
2.0
-
031/023/2,5 10/05/2013 .. 101
To Project 2.0
qed 2009 / think - tank 2.0 .
2.0 , , , , ( , internet, expert interviews ).
2009 . 2.0 , , (1500 ), 20.000 400 .
-
031/023/2,5 10/05/2013 .. 102
( 3 ) ( 2009, =1.501, 2012, N=1.000, )
39%
33%
28%
26%
25%
20%
18%
15%
15%
11%
7%
7%
6%
4%
36%
51%
24%
26%
14%
9%
10%
11%
9%
17%
6%
5%
17%
4%
41%56%
/
No 2009
No 2012
-
031/023/2,5 10/05/2013 .. 103
6-9 9 ( 2012, , N=1.500)
7%7%8%11%13%14% 3%
N 12
; 1-9, 9=
79% .
-
031/023/2,5 10/05/2013 .. 104
6-9 9 ( 2012, , N=2.581)
29%
30%
34%
37%
38%
38%
39%
41%
44%
50%
20%
16%
18%
16%
-
2012
-
105 031/023/2,5 10/05/2013 ..
-
031/023/2,5 10/05/2013 .. 106
Pre-Paid vs Post-Paid
48% 52%
PRE-PAID
POST-PAID
EUROPE 2011*
* European Mobile Industry Observatory GSMA, 2011
32%
68%
PRE-PAID
POST-PAID
GREECE 2011*
-
031/023/2,5 10/05/2013 .. 107
98%
75%
50%
23%
85%
45%
50%
26%
SMS
INTERNET
2011 (21 )* 2013 (=503) &
* PEW Research Center 2011: Global Attitudes Project 21 : .
.
-
031/023/2,5 10/05/2013 .. 108
Smartphone *
73%
72%
52%
42%
30%
32%
(,)
()
Fitness &
70%
62%
57%
40%
27%
E-mails
Social media
Video
obileBlogging
71% internet Apps-
16 84
* Accenture Mobile Watch Survey 2012 13 (, , . ) 17.225
Slide Number 1Slide Number 2Slide Number 3Slide Number 4Slide
Number 5Slide Number 6Slide Number 7Slide Number 8Slide Number
9Slide Number 10Slide Number 11Slide Number 12Slide Number 13Slide
Number 14Slide Number 15Slide Number 16Slide Number 17Slide Number
18Slide Number 19Slide Number 20Slide Number 21Slide Number 22Slide
Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number
27Slide Number 28Slide Number 29Slide Number 30Slide Number 31Slide
Number 32Slide Number 33Slide Number 34Slide Number 35Slide Number
36Slide Number 37Slide Number 38Slide Number 39Slide Number 40Slide
Number 41Slide Number 42Slide Number 43Slide Number 44Slide Number
45Slide Number 46Slide Number 47Slide Number 48Slide Number 49Slide
Number 50Slide Number 51Slide Number 52Slide Number 53Slide Number
54Slide Number 55Slide Number 56Slide Number 57Slide Number 58Slide
Number 59Slide Number 60Slide Number 61Slide Number 62Slide Number
63Slide Number 64Slide Number 65Slide Number 66Slide Number 67Slide
Number 68Slide Number 69Slide Number 70Slide Number 71Slide Number
72Slide Number 73Slide Number 74Slide Number 75Slide Number 76Slide
Number 77Slide Number 78Slide Number 79Slide Number 80Slide Number
81Slide Number 82Slide Number 83Slide Number 84Slide Number 85Slide
Number 86Slide Number 87Slide Number 88Slide Number 89Slide Number
90Slide Number 91Slide Number 92Slide Number 93Slide Number 94Slide
Number 95Slide Number 96Slide Number 97Slide Number 98Slide Number
99Slide Number 100Slide Number 101Slide Number 102Slide Number
103Slide Number 104Slide Number 105Slide Number 106Slide Number
107Slide Number 108
