ConsumerElectronicsSurvey-RegionalResults-CeliaFanRegionalMediaAnalystDecember2007advertising.microsoft.com/asiaContentsSurveyoverview&profileofMSN/WindowsLiveusersExecutivesummaryResearchingconsumerelectronicsinformationOwnership&purchaseintentofconsumerelectronicsPurchasecriteriaGiftgivingUsageofMSN/WindowsLiveservices2SurveyOverviewSurveyobjectivesInvestigatehowpeopleresearchconsumerelectronicsinformationUnderstandtheroleofonlineinplanningforconsumerelectronicspurchasesGaugeownershiplevelandpurchaseintentofconsumerelectronicsproductsamongMSN/WindowsLiveusers,andunderstandtheirpurchasecriteriaMethodologyOnlineself-completionquestionnairewithrespondentsrecruitedfromMSNsites,Hotmail,WindowsLiveMessengerandWindowsLiveSpacesacrosstencountriesinAsiaPacific*Fieldworkconductedbetween6Augustand17October20079,531sampleswereachievedSynovatewascommissionedtoconductthesurveyonbehalfofMicrosoftDigitalAdvertisingSolutionstoensureobjectivityofresults*Includes:Australia,China,HongKong,India,Japan,Malaysia,Singapore,S.Korea,Taiwan,Thailand3MSN/WindowsLiveUserProfile42%42%58%58%GenderAgeAverageage:31Occupation4Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey200710countriesconductedbySynovateSlightlymaleskewed(58%)70%aged15-3467%areworking34%aretop/middlemanagers,professionalsExecutiveSummaryTheInternet-Thesourceforresearchingconsumerelectronics86%ofrespondentsusetheInternettolookforconsumerelectronicsinformation,faraheadofthenextmostusedsourcesnewspapers(37%),word-of-mouth(37%)andbrochures/catalogues(36%).Overhalf(57%)considertheInternettheMOSTimportantsource,againleadingthesecondmostimportantsource(word-of-mouth:10%)byalargemargin.TheInternetisthepreferredchoicebecauseofitsconvenience(68%),easeofcomparingproductfeatures(64%),andeaseofcomparingprices(61%).Amongtheonlineresourcespeopleuse,manufacturerWebsites(57%)andportals(55%)suchasMSNarethemostusedresources.ProductreviewWebsites(41%)followatadistance.Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate6CriteriadrivingconsumerelectronicspurchasesThekeycriteriaforselectingconsumerelectronicsproductsinclude:price(66%),quality(59%)andproductfeatures(41%).BrandnameisrankedfourthregionallybutitisthethirdmostimportantcriteriainChinaandIndia.BrandloyaltyiskeytooespeciallyinChina.52%ofrespondentsacrossalltensurveyedmarketstendtobeloyaltowardoneparticularbrandofelectronicsequipment.ThecorrespondingfigureforChinarespondentsis65%.Childrenhavepurchaseinfluencesinlotsofthingswithconsumerelectronicsincluded.Theyhavemoreinfluencesinthepurchaseofcomputers(49%)andTV(45%),butleastinfluenceinPDAs(17%).Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate7MSN/WindowsLivedeliversqualityaudienceMSN/WindowsLivehelpsadvertisersreachhouseholddecisionmakersonconsumerelectronicseffectively87%aresole/main/jointdecisionmakers.MSN/WindowsLiveusershavehighownershipof:Mobilephones/PDA/smartphones(89%)Desktopcomputers(73%)Digitalcameras/camcorders(68%)Andpurchaseintent(innext12months)isalsohigh:Mobilephones/PDA/smartphones(37%)Digitalcameras/camcorders(29%)Laptopcomputers(26%)77%ofMSN/WindowsLiveusersintendtobuyatleastoneconsumerelectronicsiteminthenext12months,withanestimatedspendofUS$1,810inayear.ProjectingtothetotalnumberofMSN/WindowsLiveusersinthesurveyedmarkets,thisequalsapotentialmarketofUS$173billionforconsumerelectronicsinayear.Thisisdefinitelyacompellingfigureforconsumerelectronicsadvertisers.Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate8ResearchingconsumerelectronicsinformationMSN/WindowsLiveuserstrusttheInternet&communicateonlineaboutconsumerelectronics36%AgreeIoftendiscusselectronicsortechnologyproductswithfriends/familyusingemail39%AgreeIoftendiscusselectronicsortechnologyproductswithfriends/familyusinginstantmessengers76%AgreeIoftenrefertotheInternetbeforemakingapurchaseonconsumerelectronicsQ.Pleasetellushowmuchyouagreeordisagreewitheachofthefollowingstatements.Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateStronglyagree/Agreetothestatements10Q.Whensearchingforproductinformationonconsumerelectronics,whichofthefollowingsourcesdoyouusuallyuse?Q.Whensearchingforproductinformationonconsumerelectronics,whichdoyouthinkisthemostimportant?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateTheInternetThemostused&mostindispensablesourceforresearchingconsumerelectronics11MostimportantsourceInternetNewspapersFriends/Relatives/ColleaguesBrochures/CataloguesTVMagazines(generalinterest)Electronics-relatedmagazinesSalespersonatstoreEmailoffers/programssubscribetoDirectmailRadioOthersSourcesusedQ.Whensearchingforproductinformationonconsumerelectronics,whichofthefollowingsourcesdoyouusuallyuse?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateTheInternetThemostusedsourceacrosscountries12Sourcesusedforresearchingconsumerelectronicsinformation(Top3inred)AustraliaChinaHong Kong IndiaJapanKoreaMalaysia Singapore TaiwanThailandInternet83%84%78%83%89%79%86%87%88%91%Newspapers37%35%46%56%22%19%54%54%31%43%Friends/Relatives/Colleagues47%30%45%47%23%31%54%54%41%40%Brochures/Catalogues53%18%33%32%52%14%45%49%26%65%TV30%33%33%38%30%35%33%29%38%45%Magazines(generalinterest)28%34%45%27%18%16%40%35%38%41%Electronics-relatedmagazines19%27%35%18%22%16%34%28%35%45%Salespersonatstore42%10%21%20%35%11%30%33%14%30%Emailoffers/programssubscribeto11%10%9%11%11%13%16%15%7%24%Directmail5%7%6%8%6%6%9%10%8%7%Radio11%6%10%5%3%5%13%11%5%10%Others5%5%5%5%4%4%3%7%4%6%Q.Whensearchingforproductinformationonconsumerelectronics,whichdoyouthinkisthemostimportant?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateTheInternetThemostindispensablesource13MostimportantsourceforresearchingconsumerelectronicsinformationAustraliaChinaHong Kong IndiaJapanKoreaMalaysia Singapore TaiwanThailandInternet46%62%52%54%52%68%56%50%63%58%Friends/Relatives/Colleagues13%10%11%13%5%7%13%13%12%7%Brochures/Catalogues14%2%3%6%15%2%7%8%3%10%TV3%7%7%5%3%9%4%4%7%5%Salespersonatstore13%2%5%4%12%2%5%8%2%6%Electronics-relatedmagazines3%6%7%2%5%2%5%3%5%8%Newspapers3%4%4%11%3%2%7%8%2%2%Magazines(generalinterest)1%4%6%2%2%2%3%2%3%1%Emailoffers/programssubscribeto1%1%1%1%1%1%1%-1%1%Directmail1%1%1%1%-1%-1%1%-Radio-1%1%-2%1%1%-Others2%2%2%1%2%2%-3%2%1%PortalsareimportantonlineresourcesforresearchingconsumerelectronicsinformationOnlineresourcesusedforresearchingproductinformationQ.Whattypesofwebsites/servicesdoyouusewhenyousearchforproductinformationonconsumerelectronics?Base:10countries-ThosewhohaveusedInternettosearchforproductinformationonconsumerelectronics(Samplesize:8,159)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate14Manufacturerwebsites&portalsarepopularonlineresourcestoresearchforconsumerelectronicsOnlineresourcesusedforresearchingproductinformationQ.Whattypesofwebsites/servicesdoyouusewhenyousearchforproductinformationonconsumerelectronics?Base:10countries-ThosewhohaveusedInternettosearchforproductinformationonconsumerelectronics(Samplesize:8,159)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate15AustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandManufacturerwebsites71%39%55%70%70%28%73%76%49%66%Portals53%50%60%55%55%62%60%58%75%40%Productreviewwebsites45%42%38%41%53%29%51%51%36%30%Searchengines46%35%29%44%21%35%34%31%28%36%Shoppingsites32%28%15%32%28%36%12%14%32%17%Discussiongroups/Forums13%26%47%12%2%12%26%23%44%24%Auctionsites13%8%15%8%9%14%6%6%34%10%Bloggingsites5%11%14%6%9%18%13%9%15%9%Emailnewsletters8%12%10%12%6%8%13%12%8%9%Otherwebsites/services10%9%9%9%6%8%12%8%7%23%Onlinegivestheconvenience&easeofcomparisonReasonsforusingonlinetoresearchconsumerelectronicsQ.Whichofthefollowingareyourreasonsforusingonlinetosearchforconsumerelectronicsinformation?Base:10countries-ThosewhohaveusedInternettosearchforproductinformationonconsumerelectronics(Samplesize:8,159)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate16CandoitatanytimeEasiertocompareproductfeaturesfromdifferentbrandsEasiertocomparepricesofthesameproductGreaterdepthofinfo.availableonlineFindoutthelatestavailablemodelsWidervarietyofproductsavailableonlineAvoidthepressuresfromsalespeopleinstoresAvoidcrowdsatstores/mallsCheckavailabilityofproductsinmymarketCanbuytheproductsimmediatelyonlineReasonsforusingonlinetoresearchconsumerelectronicsQ.Whichofthefollowingareyourreasonsforusingonlinetosearchforconsumerelectronicsinformation?Base:10countries-ThosewhohaveusedInternettosearchforproductinformationonconsumerelectronics(Samplesize:8,159)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate17AustraliaChinaHong KongIndiaJapanKoreaMalaysiaSingaporeTaiwanThailandCandoitatanytime80%59%70%61%77%51%74%74%64%81%Easiertocompareproductfeaturesfromdifferentbrands67%61%58%65%56%54%76%70%68%75%Easiertocomparepricesofthesameproduct59%59%52%62%56%60%59%58%67%71%Greaterdepthofinfo.availableonline55%59%59%58%63%40%54%61%64%53%Findoutthelatestavailablemodels49%47%55%67%39%52%75%72%41%55%Widervarietyofproductsavailableonline33%43%47%43%21%44%44%42%42%59%Avoidthepressuresfromthesalespeopleinstores45%27%40%24%20%29%40%46%42%47%Avoidcrowdsatstores/malls34%22%28%23%16%13%30%33%30%35%Checkavailabilityofproductsinmymarket29%20%18%32%6%13%41%35%18%36%Canbuytheproductsimmediatelyonline20%13%11%17%17%15%12%8%22%16%Onlinegivestheconvenience&easeofcomparisonItemsresearched/purchased/willpurchaseonlineConsumerelectronicsproducts18Q.WhichofthefollowingproductshaveyouresearchedintousingtheInternetinpast12months?Q.WhichofthefollowingproductshaveyouboughtovertheInternetinpast12months?Q.WhichofthefollowingproductsdoyouplantopurchaseontheInternetinnext12months?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateMobilephoneLaptopcomputerDigitalcameraMP3playerDesktopcomputerSmartphoneDigitalcamcorderLCDTVLCDcomputermonitorMP4playerVideogameconsoleVideogame-Handheld/PortableHDTVPlasmaTVPDADVDplayer/recorderHomecinema/theatresystemPlan to purchase onlineBought onlineResearched onlineHaveperformedthis80%24%35%Mobilephones&laptopcomputersarethemostresearcheditemsonlineConsumerelectronicsresearchedonlineinpast12months19Q.WhichofthefollowingproductshaveyouresearchedintousingtheInternetinpast12months?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateAustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandMobilephone38%47%58%39%40%43%45%53%53%51%Laptopcomputer32%46%39%37%43%39%38%47%47%48%Digitalcamera30%41%48%30%33%38%32%34%49%43%MP3player24%34%39%22%30%41%32%33%42%35%Desktopcomputer23%35%37%18%37%34%31%30%39%36%Smartphone15%34%36%22%18%26%30%29%36%40%Digitalcamcorder16%29%28%19%24%30%27%24%29%36%LCDTV18%23%31%18%29%36%23%23%31%33%LCDcomputermonitor15%25%30%14%24%32%27%22%33%35%MP4player13%29%28%12%15%29%28%23%32%35%Videogameconsole16%23%32%11%25%29%27%27%34%31%VideogameHandle/Portable11%23%38%9%24%32%24%24%33%32%HDTV18%23%29%13%26%33%23%24%28%30%PlasmaTV21%20%25%17%23%28%25%21%26%30%PDA11%23%27%13%16%28%28%23%30%35%DVDplayer/recorder15%21%27%15%26%30%21%19%26%30%Homecinema/theatresystem14%21%23%15%19%30%21%19%28%31%OnesegmentequipmentN.AN.AN.AN.A28%N.AN.AN.AN.AN.AMP3players&mobilephonesTop2itemsboughtonlineConsumerelectronicsboughtonlineinpast12months20Q.WhichofthefollowingproductshaveyouboughtovertheInternetinpast12months?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateAustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandMP3player6%9%5%5%4%21%6%4%10%4%Mobilephone6%10%4%7%3%16%6%3%7%4%Digitalcamera5%8%4%5%5%15%4%2%8%3%Laptopcomputer4%8%6%6%4%11%9%4%6%3%Desktopcomputer4%7%3%2%4%14%8%4%5%3%LCDcomputermonitor4%6%3%3%3%14%3%4%4%2%MP4player2%6%3%2%1%7%4%1%6%3%DVDplayer/recorder2%5%3%4%2%9%3%3%3%3%Smartphone1%6%4%3%1%8%2%2%3%3%Digitalcamcorder2%5%2%3%2%7%3%2%4%2%VideogameHandle/Portable2%4%5%1%3%7%4%2%3%3%LCDTV2%4%4%2%2%7%3%3%3%2%Videogameconsole2%4%3%1%2%6%2%2%4%3%PDA1%4%4%2%1%7%3%3%3%3%HDTV1%4%3%1%1%5%2%3%2%3%Homecinema/theatresystem1%4%3%2%1%6%2%3%2%2%PlasmaTV1%4%3%1%1%4%2%1%2%2%OnesegmentequipmentN.AN.AN.AN.A2%N.AN.AN.AN.AN.ALaptopcomputers&digitalcamerasWillbethemostpurchaseditemsonlineConsumerelectronicsplantopurchaseontheInternetinnext12monthsQ.WhichofthefollowingproductsdoyouplantopurchaseontheInternetinnext12months?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate21AustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandLaptopcomputer10%12%10%16%3%18%19%20%10%10%Digitalcamera9%10%7%12%4%11%14%16%11%8%Mobilephone9%8%8%10%5%7%17%20%11%8%Smartphone5%8%8%9%1%9%17%13%9%7%Digitalcamcorder6%8%6%12%3%10%10%8%8%8%MP3player7%7%7%8%2%10%12%12%9%7%Desktopcomputer5%7%9%7%4%8%14%11%8%6%LCDTV5%6%7%10%3%9%14%10%8%6%PlasmaTV9%6%6%9%2%7%11%9%7%6%MP4player3%7%7%7%1%10%14%9%7%8%HDTV6%5%9%8%2%10%10%10%8%6%Homecinema/theatresystem6%6%6%8%2%9%10%9%7%6%VideogameHandle/Portable3%7%7%5%1%10%11%10%8%6%PDA5%6%7%8%1%7%10%10%8%6%Videogameconsole5%5%8%6%2%9%13%11%7%6%LCDcomputermonitor4%6%7%6%2%8%12%10%7%6%DVDplayer/recorder5%5%6%5%2%8%8%6%7%5%OnesegmentequipmentN.AN.AN.AN.A2%N.AN.AN.AN.AN.AOwnership&purchaseintentofconsumerelectronicsMSN/WindowsLiveusersareintothelatesttechnology62%AgreeAqualityhomeentertainmentexperienceisimportanttome44%AgreeItisimportanttomethatmyhouseholdisequippedwiththelatesttechnology63%AgreeIcannotdowithoutmobilecommunication67%AgreeIbelieveIammoreproductivebecauseofalloftheelectronicdevicesIhave36%AgreeIconsidermyselfonthecuttingedgeoftechnologytrendsQ.Pleasetellushowmuchyouagreeordisagreewitheachofthefollowingstatements.Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateStronglyagree/Agreetothestatements76%AgreeMusicisanimportantpartofmylife23Q.Whichofthefollowingbestdescribesyourroleindecisionmakingonconsumerelectronics/technologyproductsforthehome?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateReachingthedecisionmakers87%ofMSN/WindowsLiveusersaresole/main/jointdecisionmakersonconsumerelectronicsinhousehold24Sole/Main/JointdecisionmakersAnaverageMSN/WindowsLiveuserowns*IncludesonesegmentequipmentinJapan*IncludesflatTVinIndiaQ.Whichofthefollowingproductsdoyoupersonallyownorhaveinhousehold?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateOwnpersonally/haveinhousehold25*IncludesonesegmentequipmentinJapan*IncludesflatTVinIndiaQ.Whichofthefollowingproductsdoyoupersonallyownorhaveinhousehold?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateHighownershipofconsumerelectronicsproductsamongMSN/WindowsLiveusers26AustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandMobilephone/PDA/Smartphone*94%85%89%91%92%83%90%92%90%94%Desktopcomputer77%72%73%68%65%64%68%76%84%79%Digitalcamera/camcorder79%60%75%60%78%69%64%67%75%68%DVDplayer/recorder87%52%71%64%64%39%64%68%62%68%MP3player55%64%65%42%41%63%50%63%68%51%Laptopcomputer51%48%39%47%70%41%57%64%52%48%LCDcomputermonitor39%38%56%25%42%55%36%45%50%34%LCDTV/Plasma/HDTV/FlatTV*40%34%41%62%40%45%27%35%33%40%Videogameconsole(incl.handheld/portable)49%25%53%23%59%23%33%41%44%33%Homecinema/theatresystem25%26%25%19%8%20%16%21%18%34%MP4player9%30%16%14%5%12%16%19%21%21%Itemspersonallyown/haveinhouseholdHighownershipandhighpurchaseintent*IncludesonesegmentequipmentinJapan*IncludesflatTVinIndiaQ.Whichofthesedoyouintendtopurchaseinthenext12months?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateIntendtopurchaseinnext12months27MSN/WindowsLiveusersarepotentialbuyersofconsumerelectronics28*IncludesonesegmentequipmentinJapan*IncludesflatTVinIndiaQ.Whichofthesedoyouintendtopurchaseinthenext12months?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateAustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandMobilephone/PDA/Smartphone*26%40%45%29%26%32%53%46%39%47%Digitalcamera/camcorder23%36%25%27%14%29%32%23%32%38%Laptopcomputer20%31%16%25%11%31%27%27%26%36%LCDTV/Plasma/HDTV/FlatTV*31%20%24%36%18%33%23%23%20%24%MP3player13%10%14%11%7%12%22%17%17%13%Videogameconsole(incl.handheld/portable)8%11%18%5%7%15%20%19%17%12%Desktopcomputer9%11%13%6%9%10%14%11%16%13%LCDcomputermonitor8%10%7%10%4%12%15%8%9%17%MP4player3%12%7%7%1%10%13%11%8%13%Homecinema/theatresystem11%7%5%12%2%17%9%7%6%13%DVDplayer/recorder8%6%6%7%8%11%7%5%6%9%Intendtopurchaseinnext12monthsEstimatedannualspendonconsumerelectronics:US$1,810Q.Howmuchdoyouestimatethatyouwillspendonconsumerelectronicsinnext12months?Base:10countries-Thosewhoareplanningtopurchaseconsumerelectronicsinnext12months(Samplesize:8,459)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate Amountwillspendonconsumerelectronicsinnext12months29MarketAverage SpendAustraliaA$3,000US$2,620ChinaRMB13,700US$1,850HongKongHK$14,400US$1,850IndiaRupee77,100US$1,950Japan187,700US$1,700KoreaWon2,514,900US$2,730MalaysiaRM4,700US$1,400SingaporeS$2,500US$1,730TaiwanNT$48,000US$1,500ThailandBaht44,300US$1,47010-market average-US$ 1,810ThisprojectstoapotentialmarketofUS$173billioninayear124MillionNo.ofMSN/WindowsLiveusersinsurveyedmarkets*77%ofsurveyrespondentsintendtobuyconsumerelectronicsinnext12months=$1,810Averagespendonconsumerelectronicsinnext12monthsBase:10countries-Thosewhoareplanningtopurchaseconsumerelectronicsinnext12months(Samplesize:8,459)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate *comScore,Nielsen/NetRatings,InsightXplorer,iResearch,iDSSAged15+orthenearestagebreakxx30ThemobilephoneismorethanaphoneQ.Doyouuseyourmobilephone/PDA/smartphoneto?Base:10countries-Thosewhohaveamobilephone/PDA/smartphone(Samplesize:8,505)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate31#1JP#2JPUsethemobilephones/PDA/smartphonesfor#3Korea#3Taiwan#3AustraliaThemobilephoneismorethanaphoneQ.Doyouuseyourmobilephone/PDA/smartphoneto?Base:10countriesThosewhohaveamobilephone/PDA/smartphone(Samplesize:8,505)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate32AustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandSend/ReceiveSMS73%71%77%59%19%60%86%85%56%71%Takestillpictures56%69%77%49%41%53%64%74%68%64%PlaymusicorMP3files23%63%61%37%18%40%64%71%62%59%Playgames30%58%53%34%24%28%59%64%56%48%Takevideo25%55%52%34%17%19%47%53%57%45%Send/ReceiveMMS41%49%35%24%38%23%48%48%36%46%Send/Receiveemail13%36%25%24%79%17%20%22%24%25%SurftheInternet14%43%32%23%42%19%27%31%23%41%Listentoradio17%38%44%35%7%7%42%47%28%52%Send/ReceiveIM12%48%38%24%8%11%24%27%31%21%SubscribetoSMSalerts10%27%21%23%4%47%23%24%18%31%Playvideo/TVprograms6%31%22%8%12%17%17%16%18%17%Uploadphotostotheweb11%25%15%15%8%13%14%19%14%16%Conductvideophonecalls10%16%28%5%7%9%12%17%16%5%Vote/Entercompetitions21%13%10%12%2%3%10%14%7%10%Useasamobilewallet4%11%5%9%11%6%5%8%6%6%Otherusesnotincl.makingphonecalls12%22%16%14%11%12%22%23%16%21%Justforphonecalls20%8%6%24%12%14%6%6%12%11%Usethemobilephones/PDA/smartphonesforPurchasecriteriaKeydriversofconsumerelectronicspurchasedecisionsQ.Whatgenerallydrivesyourelectronicspurchasedecisions?Pleaseselectthethreemostimportantcriteria.Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate34PriceisimportantbutqualityiskeytooCriteriaforselectingconsumerelectronicproductsTop3driversbymarketMost importantSecondThirdAustraliaPriceQualityProductfeaturesChinaPriceQualityBrandnameHong KongPriceQualityProductfeaturesIndiaPriceQualityProductfeatures/BrandnameJapanPriceProductfeaturesQualityMalaysiaPriceQualityProductfeaturesSingaporePriceQualityProductfeaturesSouth KoreaQualityPriceDesignTaiwanPriceQualityProductfeaturesThailandQualityPriceProductfeaturesQ.Whatgenerallydrivesyourelectronicspurchasedecisions?Pleaseselectthethreemostimportantcriteria.Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateGenerallyconsistentacrossmarketsbutbrandnameismoreimportantinChinaandIndia,whiledesignismoreimportantinKorea35Andbrandloyaltycantbeignored,especiallyinChina36Stronglyagree/Agree52%Neutral29%Stronglydisagree/Disagree19%“Itendtobeloyaltowardoneparticularbrandofelectronicsequipment”Stronglyagree/AgreebymarketQ.Pleasetellushowmuchyouagreeordisagreewitheachofthefollowingstatements.Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovatePesterpowerThechildrensinfluenceQ.Ifyouhavechildrenathome,howmuchinfluencedotheyhaveinyourpurchaseofthefollowingelectronicproducts?Base:10countriesRespondentswithkidsathome(Samplesize:5,630)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate *IncludesonesegmentinJapan37Video/Portablegameconsole,handheldvideogameInfluenceofchildreninpurchasingthefollowingproducts(Top2boxes)Childrenhavemoreinfluencesinthepurchaseofhouseholditems,suchascomputersandTVPDAChildrenhavemostinfluenceinthepurchasedecisionsofcomputers&TVInfluenceofchildreninpurchasingthefollowingproducts(Top2boxes)Q.Ifyouhavechildrenathome,howmuchinfluencedotheyhaveinyourpurchaseofthefollowingelectronicproducts?Base:10countriesRespondentswithkidsathome(Samplesize:5,630)*IncludesonesegmentinJapanSource:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate38AustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandComputer23%53%55%43%42%50%38%40%58%56%TV22%44%49%43%47%38%37%35%55%53%DigitalCamera/Camcorder18%39%41%32%46%43%27%27%39%44%Mobilephone/Smartphone*20%42%43%36%17%46%34%38%41%30%Video/Portablegameconsole,handheldvideogame28%31%35%36%39%34%22%30%36%35%MP3player24%34%28%33%23%43%19%25%33%27%DVDplayer/recorder21%30%33%31%37%33%23%25%32%25%MP4player15%29%17%26%12%36%16%22%24%47%Homecinema/theatresystem15%26%23%27%19%30%19%21%23%41%PDA5%22%19%16%8%29%12%17%17%14%GiftgivingQ.Ifyouweretogiveaconsumerelectronicsitemasagift,whichofthefollowingitemswereyoumostlikelytochoose?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateMP3playersMostpopularitemasgifts40Top10consumerelectronicsproductswouldchoosetogiveasgiftsQ.Ifyouweretogiveaconsumerelectronicsitemasagift,whichofthefollowingitemswereyoumostlikelytochoose?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateButthereareagedifferences41Top10consumerelectronicsproductswouldchoosetogiveasgiftsbyageMP3playerQ.Ifyouweretogiveaconsumerelectronicsitemsasagift,whichofthefollowingitemswereyoumostlikelytochoose?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateMP3players-Mostpopularconsumerelectronicsgiveasgifts42AustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandMP3player29%20%29%12%27%20%16%27%30%19%Mobilephone7%15%18%16%4%8%17%12%14%20%Digitalcamera18%10%12%10%13%10%8%7%12%9%Laptopcomputer6%12%3%16%7%14%16%14%6%14%MP4player4%13%4%3%2%3%6%7%8%11%Handheldvideogame/Portablegameconsole5%6%11%2%11%6%1%5%6%3%Smartphone(amobilephonewithPDAfunctions)2%8%6%6%-5%7%5%6%4%Digitalcamcorder3%5%1%4%4%3%2%1%1%5%LCDTV3%-1%4%7%5%3%2%3%1%Videogameconsole4%1%3%2%5%3%4%3%4%1%Top10consumerelectronicsproductswouldchoosetogiveasgiftsQ.Whichofthefollowingconsumerelectronicsitemswouldyouliketoreceiveasagift?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by SynovateLaptopcomputersThemostwantedgift43Top10consumerelectronicsproductswanttoreceiveasgiftsConsistentacrossgender&agegroupsQ.Whichofthefollowingconsumerelectronicsitemswouldyouliketoreceiveasagift?Base:10countries-Allrespondents(Samplesize:9,531)Source:MSN/Windows Live Online Consumer Electronics Survey 2007 conducted by SynovateLaptopcomputersThemostwantedgift44AustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandLaptopcomputer19%34%19%27%16%28%26%27%25%34%Digitalcamera10%10%7%8%8%8%7%6%13%9%Smartphone(amobilephonewithPDAfunctions)3%9%11%9%1%8%9%8%10%8%Digitalcamcorder8%10%4%7%5%5%4%3%5%7%Mobilephone2%7%12%4%2%4%11%11%7%10%PlasmaTV14%3%4%11%10%2%7%6%3%2%Homecinema/theatresystem9%3%3%7%6%5%3%3%7%4%HDTV(high-definitionTV)6%3%10%3%9%7%3%6%3%3%LCDTV9%2%2%6%11%7%3%3%4%1%MP3player8%3%3%4%8%6%5%6%4%3%Top10consumerelectronicsproductswanttoreceiveasgiftsUsageofMSN/WindowsLiveQ.Howoftendoyouvisit/useeachofthefollowingservices?Base:10countriesUsersofrespectiveservicesSource:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateFrequentusersofMSN/WindowsLiveservicesFrequencyofusing/visiting46Q.Howoftendoyouvisit/useeachofthefollowingservices?Base:10countriesMSNsitevisitorsSource:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateMajorityofMSNvisitorsaccessthesitesweeklyVisitMSNsitesweekly47Q.Howoftendoyouvisit/useeachofthefollowingservices?Base:10countriesUsersofrespectiveservicesSource:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateWindowsLiveusersusetheserviceseveryweekWeeklyusageof48MSN/WindowsLiveusagebytimeofday49TimeofthedayusingMSN/WindowsLiveservicesQ.Atwhattimeofthedaydoyouusuallyvisit/usethefollowingservices?Base:10marketsUsersofrespectiveservicesSource:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateNofixedtime:45%43%48%57%AsignificantproportionuseMSN/WindowsLivewhenevertheywanttoConnectingtoHotmail/Spaces&ReadingWindowsLiveTodayaretopfeaturesusedinMessengerFrequencyofusingfeaturesonWindowsLiveMessenger50Q.HowoftendoyoudothefollowingfeaturesonWindowsLiveMessenger?Base:10countriesWindowsLiveMessengerusers(Samplesize:8,327)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateConnecttoHotmail&readWindowsLiveToday-Top2featuresusedonWindowsLiveMessengerFeaturesusedonWindowsLiveMessengerweekly51Q.HowoftendoyoudothefollowingfeaturesonWindowsLiveMessenger?Base:10countriesWindowsLiveMessengerusers(Samplesize:8,327)Source:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovateAustraliaChinaHong Kong IndiaJapanKoreaMalaysiaSingaporeTaiwanThailandConnecttoHotmail77%68%76%82%65%68%78%85%60%75%ReadWindowsLiveToday61%61%33%53%22%37%35%34%41%63%Filetransfer/Sharingfolders18%48%48%28%12%28%45%49%63%45%ConnecttoWindowsLiveSpaces19%55%43%28%17%25%31%30%40%66%Createpersonalemoticons6%31%42%9%3%16%18%19%37%19%Videoconversation13%31%20%18%4%20%21%22%24%22%Voiceconversation9%28%21%22%6%22%23%20%26%18%Downloaddisplaypictures16%29%24%16%4%14%21%20%22%27%Downloademoticons13%28%26%12%4%15%14%19%23%18%Downloadbackgrounds10%27%20%12%3%13%16%15%16%20%Downloadwinks12%26%18%15%3%15%13%15%15%15%Built-inmulti-useronlinegames13%21%16%10%6%18%15%15%17%16%Appendix-DetailedprofilesofMSN/WindowsLiveusers&decisionmakersofconsumerelectronicsProfilebyMSN/WLservice&decisionmakersofconsumerelectronicsBase:10countriesUsersofrespectiveMSN/WindowsLiveservices&sole/maindecisionmakersonconsumerelectronicsforthehouseholdSource:MSN/WindowsLiveOnlineConsumerElectronicsSurvey2007conductedbySynovate53(%)All respondentsMSN site usersHotmail usersWindows Live Messenger usersWindows Live Spaces usersMSN Technology channel visitorsSole / Main Decision makersGenderMale58585858586367Female42424242423733AgeAged15-2437373840413430Aged25-3433333334343436Aged35-4415151514131617Aged45+15151412121616Averageage30.630.830.329.629.431.331.8OccupationWorking58595857586266Topmanagement/Owner/Partner10101111111313Middlemanagement9109991011OtherWhitecollar20202020191922Professional/Educator/Government14151414141616Bluecollar4544445Non-working33333435352925Student25242527272118Housewife/Retired/Unemployed9988887