Nokia and DNA have jointly launched a new campaign to educate Finnish mobile users about the features and applications available on their smartphones. The campaign follows a recent study, revealing that only half of Finns actively use all the features of their smartphones.

According to a recent survey by DNA and Nokia, only half of Finns actively use all the features of their smartphones. In addition to calling and text messaging, phones are mostly used as a calendar and for taking pictures. Only around half of smartphone owners utilise the features of their smartphones for, for example, Internet browsing, e-mail, navigation or listening to music.  Finns can be divided into four user groups: Lifestyle simplifiers (32 %), Memory makers (25 %), Work users (22 %) and Super users (21 %).

The survey was carried out by the independent research company Add Value, and almost 1,500 Finns participated.

“Smartphones are becoming ubiquitous, but usage habits are slower to change. Many people still cannot utilise the features on their phones. Over a quarter only use their smartphones for calling or text messaging. Accessing the internet on a mobile phone is often thought to be more expensive than it really is. For example, DNA’s most affordable option for mobile surfing costs under EUR 4 per month”, says Sami Aavikko, Managing Director, DNA Store Ltd.
“A majority of Finns chooses a Nokia smartphone. We naturally hope that users will get the best from their phones. So we and DNA are visiting six cities, familiarising people with smartphones and their latest features, and what fascinating applications are already available to users”, comments Mauri Pietikäinen, Nokia’s Country Manager for Finland.

SURVEY RESULTS

 - Over a quarter (26 %) of smartphone owners do not use their phones for anything other than calling or text messaging. 
-Three quarters (76 %) of respondents feel that a smartphone makes everyday life easier.Half of users (49 %) use their smartphones for something other than calling or text messaging, but for under five minutes per day. 14 % use the smartphone features of their phone for over half an hour per day. Around half of smartphone owners download applications to their phones.
- The primary criteria in the choice of smartphone are usually the brand, price and keyboard. The most important phone features are battery life, the display and the operating system. Brand and appearance are more important to women than men when choosing a phone.
- Nokia is still the overwhelming market leader in smartphones used in Finland. Around 71 per cent of Finns own a Nokia phone, Samsung 8 per cent, Apple 6 per cent, Sony Ericsson 3 per cent, HTC 3 per cent and ZTE 2 per cent.
- The newer the phone, the easier web surfing is considered.  Users of new phones make more use of them for different purposes such as navigation or search.
- A majority of users use the calendar (78 %) and take pictures (74 %). Half also surf the Internet (56 %) and read e-mails (53 %).
- Banking services are currently not used a lot, but people think that they would be interested in using them in the future. There is also more potential interest in, than current use of, office applications, e-books, audio books and video messaging.
- Social media is accessed by smartphone by just a third of the users.  But half of young smartphone users already access social media on their phones. 
- Half of users have replaced some other device with a smartphone and almost a third have decided not to buy a stand-alone device because they already own a smartphone. Smartphones have mostly replaced the use of cameras and stand-alone music players.

FINNS AS SMARTPHONE USERS
A majority of Finnish smartphone owners find their phone useful in their work and everyday life, and for information and entertainment. But accessing social media on a phone is not as important for many people.  
According to their usage habits, Finns are divided into four smartphone user groups. There are large differences between the different user groups in their ability and desire to use different smartphone features. For example, almost all Super users find web surfing on the phone easy and affordable, while only a quarter of Memory makers or Work users found it so.

Lifestyle simplifiers (32 %)
- They find the phone to make life easier.
- Over 70 % actively use their smartphones for e-mail, navigation, taking notes and reading news.
- A majority (69 %) download applications for their phone.
- Web surfing is seen as easy and affordable.
- Quote: “I use the Veikkaus betting service and banking services during fishing trips in the summer”. “Boring bus trips are more interesting when you have something to do”.

Memory makers (25 %)
- They use their smartphones in particular for taking pictures, sending picture messages and as a calendar.

- Only a third (34 %) download applications for their phone.
- Only 20 % use the phone to surf the Internet.
- They use a camera less after purchasing a smartphone.
- Quote: “I think I must have at least 200 photos of my children on the phone”.

Work users (22 %)
- Use fewest features of their smartphone.
- Mainly use the calendar and e-mail for work purposes.
- Only a third (34 %) download applications for their phone.
- Quote: “To be honest, I'm not very interested; the phone is a tool, and it's nice if you can also make and receive calls!”

Super users (21 %)
- Overwhelmingly the most active smartphone users. Make extensive use of their smartphone for both practical and entertainment purposes such as social media, games and reading newspapers.
- Find their smartphone to be very useful, and web surfing to be easy and affordable.  
- Almost all (93 %) download applications for their phones.
- The smartphone has to some extent replaced the use of GPS devices, cameras, music players and computers.
- Quote: “The phone is great entertainment, you can watch Yle Areena and Youtube anywhere. I also use it to keep track of my training and read the newspapers on my phone.”
A total of 1,454 respondents from all around Finland took part in the survey. A smartphone refers to a phone that, in addition to traditional telephony features, has other features such as a web browser, e-mail client, music player and games.

DNA and Nokia launch a smartphone tour around Finland
DNA and Nokia will host smartphone tutorials in cinemas between 28 February and 8 March in Helsinki, Turku, Tampere, Jyväskylä, Oulu and Rovaniemi. The goal of the ‘Maximise your smartphone use’ tour is to demonstrate the use of smartphones to people and encourage them to make the most of the features offered by their smartphones. Fascinating applications, and the latest smartphones and subscription options will also be presented during the tour.  ELLE, Fonecta, Foodie, Nordea, Sports Tracker, Viiniopas and Yle: Areena ja Lapset will also be present on the free tour. You can also participate in the qualifying rounds for the Angry Birds Finnish National Championship at all events. For more information and to sign up, visit www.kaikkiirti.fi.

DNA Ltd is a Finnish telecommunications company providing high-quality, state-of-the-art voice, data, and TV services to private customers and corporations. DNA’s turnover was EUR 690 million and its profit EUR 65 million in 2010. DNA has over 3 million mobile communications and fixed networks customer contracts. DNA Store, with a total of 76 outlets, is Finland’s largest retail chain selling mobile phones. The chain is part of the DNA Group. For further information, please visit www.dna.fi.

Nokia aims to connect people through our products and solutions. We connect advanced wireless technology to services that are important to everyone. Over 1.3 billion people communicate daily with Nokia devices: mobile phones, smartphones and powerful mobile computers. Nokia brings innovative services to its devices through the Ovi service (www.ovi.com) – including music, maps, e-mail and various applications. NAVTEQ, a fully-owned subsidiary of Nokia, is a leading provider of digital maps and navigation services. Nokia Siemens Networks delivers equipment, solutions and services for communication networks around the world.