You are Terry Hurst, an analyst for BI Intelligence. BI Intelligence is the Business Insider’s paid research service.

Business Insider is the world’s fastest‐growing business news website and its articles include the latest

technology, money and market news. BI Intelligence produces a number of reports on key digital areas,

including the mobile industry. Information from those reports is then subsequently published on the Business

Insider’s website by their respective writers. Rami Chowdy, a tech journalist at Business Insider, wants to publish an article on the current smart mobile. phone usage in Australia. This is in light of Australia being ranked 2nd in the world behind Singapore for smart

phone usage. Businesses, including telcos, find this information useful and subsequently use it to improve their own operations, marketing strategies etc for the digital age. Rami’s article will be wide ranging and include

commentary on the user’s expenditure, usage patterns, satisfaction levels and demographics. Rami has asked

you to conduct the market research.

You subsequently take a random sample of 150 smart phone users in Australia and survey them on their usage,as well as other related data. Rami’s specific analysis requirements are outlined in his email, which is reproduced on the next page.

1. Can you provide an overall summary of consumers’ last month smart phone costs?
2. I am interested in how smart phone costs relate to the life style factors for the Achievers, the

Independents and the Suburban Splendour groups. That is, does there appear to be any

relationship between the monthly smart phone cost and these life style groups?

3. I am also interested to find out whether gender has any effect on smart phone costs.
4. I have heard that most smart phone users tend to use their phone to download entertainment

content. Can you provide a summary of the most frequently download entertainment content?

5. I wish to write about current consumer sentiment regarding their mobile provider. I’d like to

develop an understanding of the level of contentment consumers have with their provider. Can

you tell me:

1. How satisfied consumers are with their current smart phone provider?
2. Can you also provide a comparison of the satisfaction levels of both male and female

consumers?

6. Finally, I am interested in whether any of these three factors influence monthly smart phone cost:
7. Data b. SMS or c. Number of visits to social networking site. If so, can you also indicate which factor is the most important?

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