Global Survey Finds Consumers Ready to Write on Mobile Devices

Over 70 percent of consumers say they want to replicate the pen/paper experience on a mobile device

In a recent survey, consumers around the world responded to the question of whether they would like to carry one device that included a real writing experience with a resounding yes. They are ready to take advantage of Samsung’s recent innovative product - GALAXY Note’s advanced S Pen technology to create and share content.

The survey, which included the responses of 5,000 smartphone users across 10 nations, found strong demand from global consumers for a smartphone that allows them to write and draw with a pen-style device with the same level of ease as write on paper. It also asked consumers about opinions on use-case scenarios where this type of device would be preferred.

Survey data was analyzed both globally and regionally, showing interesting variations in use case preferences, including:

   • Both men and women in all regions agreed/strongly agreed that carrying multiple devices to
meet their mobile needs while on the go is a burden.
   • Both genders responded that a device with handwriting-type functionality would help to lighten their
load. If given the opportunity to replicate the experience of using pen and paper on a mobile device,
64.6％ would stop carrying a pen and paper.
   • Globally, 75.7％ of respondents stated they would like the ability to hand-write sharable notes directly
on images, maps, documents or websites using a smartphone; this figure was especially high in Asia
(84.3％), leading to the assumption that the need for hand-writing may be higher for Asian-language
speaking consumers due to the unique characters.

Respondents were also asked what uses they envisage for a digital device with pen-style capabilities, and responses showed that the ability to write, draw, share notes directly on a smartphone would increase work and life productivity as well as encourage creativity. Increasing organization and creating shopping/to-do lists were frequently desired smartphone tasks. Quotes from consumers regarding other functions they would like to perform using such a device include:

   • “The paper/pen capabilities should do away with the clumsiness of the touch and qwerty keypad
while also making it more fun and personal to share content.”
   • “Sketch a concept or engineering idea and transmit it from a handheld device”
   • “It would be so much easier when I am in meetings to just use my smartphone to take notes and
then be able to print them out later for disbursement to employees.”
   • “Jotting down notes and reminders would be a great help. Easier than using the keyboard, which I
tend to get wrong most of the time.”
   • “I would send personal drawings to my kids when I was away on business.”

With its large HD Super AMOLED 5.3’’ screen, GALAXY Note is a new category of device that combines the portability of a smartphone with the expansive viewing experience, multi-tasking and content creation capabilities of a diverse set of mobile devices. It retains the portability and of a smartphone, but through a larger screen/uniquely immersive viewing experience and input versatility (S Pen), it offers unique capabilities for creating and sharing content that are uncommon in mainstream smartphones.

An Infographic for the survey can be found at www.samsungmobilepress.com.

Note to Editors

The survey was conducted in the US, UK, France, Germany, Italy, Spain, China, India, Korea and Singapore, with 500 completes per country for a total of 5,000 responses.

The survey was conducted online by Snap Surveys, a member of the UK Market Research Society (MRS), the American Marketing Association (AMA), and the Marketing Research Association (MRA), in partnership with panel providers in international markets.

Please contact Sherry Smith (MWW Group) ssmith@mww.com for any inquires about the survey.

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About Samsung Electronics Co., Ltd.

Samsung Electronics Co., Ltd. is a global leader in semiconductor, telecommunication, digital media and digital convergence technologies with 2010 consolidated sales of US$135.8 billion. Employing approximately 190,500 people in 206 offices across 68 countries, the company operates two separate organizations to coordinate its nine independent business units: Digital Media & Communications, comprising Visual Display, Mobile Communications, Telecommunication Systems, Digital Appliances, IT Solutions, and Digital Imaging; and Device Solutions, consisting of Memory, System LSI and LCD. Recognized for its industry-leading performance across a range of economic, environmental and social criteria, Samsung Electronics was named the world’s most sustainable technology company in the 2011 Dow Jones Sustainability Index. For more information, please visit www.samsung.com