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Smartphone: a must-have for young people

Among young people in Transylvania 75% of smartphone users are male, 20% of them change their mobile phone once a year, and Nokia is ranked 1st in the top of smartphone brands –  according to a recent research made by a small group of students attending Babes-Bolyai University, Cluj-Napoca.

30% of the interviewed young people are using smartphones, 75% of them are male. The use of classic mobile phones mostly characterizes female respondents. Smartphones are being replaced more oten than classic mobile phones. 51% of total respondents owe a Nokia mobile phone, 14% – Sony Ericsson, 12%  – Samsung, 6% -LG, whilst  iPhone, Blackberry, HTC and Motorola brands are preferred, each by a 3 % segment of total respondents (in sum of 12%  from the questionnaire panel) –  according to the same  survey led by six students in Marketing, attending  Babeş-Bolyai University, Faculty of Business Aminsitrationa and Economics, in partnership with Codespring, a Cluj-Napoca based software development provider. The reasearch aimed at examining the culture of young mobile phone users in Tansylvania.

Also, 30% of the respondents have correctly  defined what they considered a “smartphone”: consequently, from the received answers, it is considered a “smartphone” a device having its’ own operating system, a software installed, multiple functions, internet access and the capability to keep the pace with todays multimedia tools.
Smartphone owners offer more money for acquiring mobie phones: 39,3% would spend between EURO 70 and Euro 145 per device, 24% would spend even more, between EURO 145 and EURO 240, while 19,3% would actually give EURO 145 – EURO 357.  Associatinga lower market value for classic mobile phones, 35%  of total respondents would spend an average of EURO 25 – EURO 70 per device, 34,5% would give between EURO 70 and EURO 145, while another 12,1% would spend less than EURO 3 and EURO 24.

The analysis of smartphone users according to their academic background show that  51,1% of smartphone  users have attended technical and life science studies, 35% have attended social sciences, 8,7%  – sport and arts, while just 4,9%  have attended medical and pharmaceutical sciences.

This survey also emphasizes the link between the owners’ academic preparation and the brand they choose to buy: 75% of  HTC owners have technical and life science preparation, among BlackBerry owners 70% have attended social sciences, while iPhone users are very diverse, more than  40% of them have attended or are currently attending social sciences studies.
From the brand awareness point of view, in top of the list we may find Nokia, a brand scoring 93.90% from the total panel, closely followed by Sony Ericsson, with 68.90% and by Samsung, known by 62.99% of the respondents.

The communication function is appreciated by 57% of respondent women and by 64,1 % of respondent men; the multimedia function of a smartphone is being sought out only by  39,2% of women , in contrast with 53,3% of total men, while office applications on smartphones are appreciated by 17,9% of women versus 38,8% of men, and the least sought out applications are the financial ones (by 7,6 % of women and by 14,1% of men).

The majority of the interviewed persons (64%) are buying their smartphones from mobile phone supplier shops, then from the brand stores (20%) and from the second-hand market (20,7 %).

This survey was effectuated based on a set of 450 on-line questionnaires and 58 personal interviews. The average age of the respondents is 25 (years), 47,7% female and 52,3% male respondents.

The research was part of the European POSDRU programme, developed within Babes-Bolyai University, The Faculty of Business Administration and Economics, major in Marketing along with the direct implication and support of the private sector. The project was coordinated by prof. lector Anetta-Monika Alt, in partnership with Codespring a Cluj-Napoca based company, operating on the global software development market. The project’s major goal was to insure the professional setting for internship. The students that were involved in this project were: Bajkó Beáta, Bokor Attila, Borbély Bernadett, Búzás Réka Renáta, Herman Gábor és Návay Nóra.