Use of mobile communications and mobile phones
In the beginning of 2009 more than three quarters of the adult population of Bulgaria use mobile communications according to a nationally representative survey carried out by Progress Consult among the population of the country (1700 participants). The people who are not using mobile communications are mainly from the eldest population group, the lowest-income population group, the retired people, and the residents of the small towns and villages. Concerning the high-income population groups – employees, people of free professions, and private businessmen, the use of mobile communications covers almost all of these groups.
The vast majority of the consumers – more than four fifths of them, are loyal to their main mobile phone network operating company and create stable conditions for steady development of the corresponding mobile network operator. On the other hand, it should be not be neglected that there is appreciable number of people using other operators as well. The fact that they acquire experience with the competitors, indicates that they are able to receive direct impressions on the services and offers of the corresponding operators and respectively – to compare personally the advantages and disadvantages of every one of them.
The shares of the different mobile phone brands, used by the Bulgarian consumers, are clearly divided into groups. The unquestionable market leader is Nokia – holding a share of 40 %. In the present moment none of the other brands shows a real potential to approach their position.
One specific group – with approximately equal shares of use, is comprised by the brands Sony Ericsson, Siemens, and Samsung. Among the rest, only one – Motorola, shows appreciable market presence, while the shares of all other brands are too small.
The preferences to certain brands of mobile phone considerably differ according the different demographic groups. For instance, the market leader Nokia is relatively the most recently used by the population of active age (30 to 50 years). Sony Ericsson and Samsung are more popular among the younger people, and Siemens – among the elder part of the population. Samsung is much preferred by the female consumers, and Nokia – by the men.
The data are based on a nationally representative survey carried out by Progress Consult among the adult population of the country (1700 participants).
|
|
