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2011 EU CXOs' Choice: Mobile Devices
Frost & Sullivan, Dec 2011, Pages: 80
A Remarkable 98 Percent of CXOs Use Laptops in Europe
More than Three-quarters of CXOs Have One Tablet Computer While 20 Percent Have Two or More
The laptop/notebook has emerged as the mostly widely owned mobile communication and computing product among CXOs in Europe, with an impressive 98 percent of the surveyed population using or owning one. CXOs report that they want their laptop/notebook to work every time they use it and that all other features are secondary to reliability and product quality. Dell continues to be the most owned brand of laptop/notebook since 2009; however, European CXOs perceive Apple as the best brand. Most CXOs usually buy laptops directly from the manufacturer. “Compared to Frost & Sullivan’s 2009 research, desktop personal computer ownership is declining, while tablet computers’ is rising,” says the analyst of this research. “More than 75 percent of CXOs surveyed have one tablet computer, while 20 percent report owing two or more tablet computers citing family needs, business/private use, and different locations.”
Nearly all CXOs report owning/using Apple tablet computers, which are largely bought directly from manufacturers. Similar to laptops, the most important attributes in a tablet computer are reliability, overall quality, and screen clarity. The majority of CXOs has e-readers or use tablets as e-readers. More than eight out of ten of them use the e-reader during leisure time or business travel. The travel friendliness of e-reader is its most valued advantage, followed by convenience of acquiring content and being sleek and trim (space saving). Meanwhile, compared to 2009, there has been a dip in the use of smartphones for purely business purposes in 2011, as smartphones are also popular for personal purposes. “Overall, European CXOs perceive wireless communication and battery life as the most important smartphone features,” notes the analyst. “However, most CXOs also rate overall quality and ease-of-use very highly, while security and applications compatibility are viewed as less important.” In 2011, the most owned brand of smartphones was Apple, while in 2009, it was Blackberry. As ownership increased for Apple, it declined for Nokia, HTC, and Sony Ericsson. Most CXOs perceive Apple smartphones as the overall best brand of smartphones, followed by BlackBerry.
Market Sectors
Expert Frost & Sullivan analysts thoroughly examine the following market sectors in this research:
- Laptop/notebooks
- Tablet computers
- E-readers
- Smartphones
This Frost & Sullivan research titled 2011 EU CXOs' Choice: Mobile Devices measures preferences regarding mobile communications and computing products and services among C-level executives across various industry verticals throughout Europe. Supporting this overall objective, the study quantifies the importance of various products and services features, ownership/usage rates, and satisfaction with brands currently owned/used, as well as future intentions toward those brands. This research specially focuses on the following products: laptop/notebooks, tablet computers, e-readers, and smartphones.
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