Professional Documents
Culture Documents
• Mobile is the next mass medium ; there are over 4B mobiles in the market and nearly 0.5
billion smartphones. People use mobiles increasingly to access content, conduct
business, enjoy entertainment, play games, do shopping, connect to friends – all this
adding to the legacy voice and text messaging services.
• Web browser is becoming a secondary way to access content and use apps, as the
emergence of app stores and native apps have changed consumer behavior, with
iPhones, Symbian, Android and Blackberry devices as the leading smartphone platforms.
• Understanding app usage is important for carriers, manufacturers, developers & brands:
• How is user engagement with apps correlating with overall satisfaction and loyalty?
• In which apps and content categories to advertise to reach targeted consumers?
• What are the top performing apps in terms of stickiness and recurring usage – why?
• How much traffic are apps generating, and what are the key trends?
• Are new apps challenging existing services, and how to act on that threat?
• All research data was captured with on-device metering from the Zokem Mobile Life
panels; the industry benchmarks for mobile app research
• Currently the panel consists of iPhone 29%, Blackberry 18%, Android 45%, and Symbian
8% users, reflecting approximately the current sales distribution of smartphones in the
combined US/UK market
• The US/UK panel has a statistically signicant number of users from all smartphone
platforms, and the panel population for both the UK and US is currently being balanced
towards the actual market shares (installed base) of the key platforms
A Full 360°
View on Consumers
DEVICE
• Device features SOCIAL MEDIA
• Applications • Calls • Music
• Camera • SMS • Video
• GPS • MMS • Radio
• Calendar usage • Email applications • Gallery
• Games • Social networking • Youtube
• App stores LIFE • Webmails • Imaging
• Application installations • Meetings • Instant messaging • Search
• Maps and navigation • Movements • VoIP • Mobile TV
• User interface activity • Sleeping INTERNET
• Keypresses • Wake-ups • Search words
• Roaming • Travels • Data applications
• Charging • Status • Streaming
• Battery & power • Wifi
• Memory usage CONTEXT & NETWORKS • Web browsing
• File systems & storage • Profile changes • URL click-streams
• USB • Locations • Page facetime
• Nearby people • Throughputs
• NO IMPACT ON USER EXPERIENCE • Signal strengths • Page visits
• DATA SENT PERIODICALLY TO SERVERS • Dropped calls • Browsing content types
• DATA FILTERING, ENCODING, ANALYSIS • Network technology • Data volumes
AND REPORTING ON THE SERVER SIDE • Coverage • Network access technologies
• Accelerometer • Session-level statistics
• When combining all apps together (maps, multimedia, add-on apps, games etc.), they
make up on average 667 minutes/user/month of usage, almost as much as messaging
(671 minutes), and already far more than voice (531 minutes) or web browsing (422
minutes)
• Add-on apps (not part of the OS) make up to 20% of total face time with the device, but
already 30% of total smartphone data traffic
• In add-on app traffic, social networking represents 32% of total traffic, and multimedia is
the biggest chunk of mobile data usage at 57%
• Top add-on apps in terms of actual monthly users: #1 Facebook, #2 Youtube, #3 Twitter
• iPhone and Android users use an average of 15 different apps per month, whereas
Blackberry and Symbian users use only about 8 different add-on apps per month
• iTunes and Android Market Place reach monthly a user penetration of ~95% among their
respective user base, whereas Blackberry App World reaches 50% of Blackberry users,
and Nokia OVI store only 26% of Symbian users
• In terms of face time, social networking (Facebook, Twitter, Foursquare) at 29% and
games (Angry Birds, Solitaire) at 22% (total apps face time) are the single two biggest
categories of apps, capturing together more than half of all "apps usage“
750
671 667
531 -37%
500
422
250
0
Messaging Apps Voice Web
SMS/MMS
25
voice call
social networking
20
browsing
LBS alarm clock
15 commerce
search
10 adult entertainment entertainment
weather calendar appstore
IM
music online gaming
camera
5 maps
news
security utility
VoIP sports
finance
video music calculator
0 % panelists used
video online photo and video
0 10 20 30 40 50 60 70 80 90 100
productivity
Size of bubble = Average face time per user per day
6-Feb-11 Zokem GSMA 2010-2011 / Confidential 13
Browsing, messaging and voice make up 73% of platform app usage,
whereas entertainment, games and SNS drive add-on app usage
80% 8% multimedia
multimedia social networking
platform
voice 25%
social networking 34%
browsing 6% 94%
entertainment 100%
maps 8% 92%
messaging 8% 92%
multimedia 46% 54%
pim 98%
social networking 99%
telephony 100%
utility 16% 84%
add-on platform
#1 YouTube
#2 Facebook
#3 Quickoffice
#4 Amazon
#5 Barcode Scanner
#6 Angry Birds
#7 Pandora
#8 Advanced Task Killer Free
#9 Adobe Reader
#10 Twitter
#11 Shazam
#12 Skype mobile™
#13 eBay
#14 PDF Viewer
#15 WordToGo47 Many apps are preinstalled in
#16 SheetToGo47 mobiles, including YouTube,
#17 SlideshowToGo47 Facebook, Amazon,
#18 Blockbuster Quickoffice, Pandora etc.
#19 Amazon Kindle
#20 VZ Navigator
Add-on apps usage – average number of different add-on apps used per user per month
iPhone 15,5
Android 15,3
Blackberry 8,5
Number of different
add-on apps used
70
30
20
10
0
High users Low users
iTunes (iPhone) 94
1. Pandora
add-on 2. Facebook
30% 3. Youtube
1. Email 70%
2. Web platform
3. Maps
Smartphone usage time by segment – median minutes per month per user
5 6
1
1,00
0,75
0,50
0,25
0,00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Working Day
1,25
1,00
0,75
0,50
0,25
0,00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Working Day
Browsers Entertainment
0 1 2 3 0 1 2 3
% %
opera mini 2,93 imdb 2,55
• IMDB (movie database) and Nook (book download) do not have so many users, but
anyways stand out from the widely distributed genre of ”entertainment apps”
• MSN has only 2% penetration (among iPhone, Android, Symbian and Blackberry phones),
falling behind Google Talk (which is preinstalled in certain phones) and Yahoo Messenger
talking tom cat free 3,69 scanner radio 1,27 qik 1,40
• Angry Birds is the top user-installed game with 5% penetration (monthly users)
• Layar is one of the new generation augmented reality apps, only 1.4% penetration yet
• Skype is the top VoIP app, Fring (the challenger) has 83% less users
• Shopkick and Checkpoints are new commerce apps, with which you can do barcode
reading, fetch price information, user coupons, access discounts – when ”in the the store”
• Generically, mobile commerce is in fast growth at the moment, even though mobile
payment solutions are still in their infancy
solitaire 8 solitaire 73
angrybirds 5 angrybirds 55
jewels 5 jewels 16
espn scorecenter 4 espn scorecenter 32
talking tom cat free 4 talking tom cat free 24
wordswithfriends 4 wordswithfriends 232
bytesequencing games 3 bytesequencing games 33
imdb 3 imdb 8
alchemy 2 alchemy 37
wordup 2 wordup 31
wordfeud 2 wordfeud 227
storm8 2 storm8 241
sudoku 2 sudoku 19
labyrinth 2 labyrinth 13
bubble burst 2 bubble burst 11
sportacular 2 sportacular 11
asphalt 1 asphalt 6
handson game 1 handson game 3
klondike solitaire 1 klondike solitaire 21
nook 1 nook 11
Weekly users
Tried but not active usage
ebay 14 ebay 37
advanced task killer 10 advanced task killer 21 -51%
zxing 9 zxing 6
amazon 8 amazon 18
weather bug 7 weather bug 31
quickoffice 7 quickoffice 5
swype 7 swype 28
adobe reader 7 adobe reader 6
groupon 7 groupon 17
vsuite 5 vsuite 15
lookout antivirus security 5 lookout antivirus security 7
memopad 5 memopad 19
appbrain app market 5 appbrain app market 50
google goggles 5 google goggles 8
twc 4 twc 18
colornote 4 colornote 23
compass 4 compass 3
newswidget 4 newswidget 26
voicego 4 voicego 6
amazon mp3 3 amazon mp3 5
Weekly users
Tried but not active usage
5
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
20
10
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
2
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
4 other multimedia
video
2 music
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
maps 4,6
gaming 4,4
voip 3,9
browsing 3,7
music online 3,2
video online 3,0
commerce 3,0
appstore 2,3
sports 2,3
utility general 2,1
search 2,0 • Add-on map apps are
social networking general 1,9 driven by Sprint
news and information 1,8 Telenav and Google
finance 1,7 Latitude
productivity 1,7
location based services 1,6 • Average gaming
photo and video 1,6 session is 4.4 minutes
video 1,4 in length
entertainment general 1,4 • Average add-on SMS
instant messaging and chat 1,4
email messaging 1,0
app session is <1
weather 1,0 minute in length
sms messaging 0,8
Smartphone usage - total face time breakdown by app type across platforms
18
24
37 • iPhone experiences
Add-on 44 the most active usage
of add-on apps (add-
on app = not part of
the OS formally)
• However, e.g. Youtube
82 and Facebook are
76
63 categorized here as
Platform 56 add-on apps, and most
iPhone and Android
devices have them
preinstalled
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Working Day
WiFi
11%
• There are some very active
WiFi users
• However, cumulatively
WiFi is only 11% of total
data usage
• Data plans are nowadays
reasonably priced, working
for the benefit of cellular
traffic growth (but against
carriers capacity)
89%
Cellular/MyFi
Median MB/user/
month
600
+218%
422 • iPhone generates still
400 218% more traffic per
month on average
than Android
200
133
36 34
0
Android Blackberry iPhone Symbian
Web Browsing
Avg. usage days / month Reach, frequency, engagement
10
search
8
social networking
news
corporations & finance
6
adult entertainment commerce
security education
entertainment
4 portal
email messaging
sports
utility general
music online2 gaming
voip
music religion
appstore
0 % browser users
0 10 20 30 40 50 60 70 80 90 100
Size of bubble = Average page hits per user per day
80
70
60
50
• Usage activity = face time (active engagement
40 with the smartphone screen)
30 Weekends • On working days, smartphone usage peaks at
around 80 minutes/day (on average)
20 • On weekends, the average face time drops
10 below 70 minutes/day
0 Date
1/3/11 1/10/11 1/17/11 1/24/11 1/31/11
50
Voice &
Messaging
40
30
Apps
20
Weekends Web browsing
10
0 Date
1/3/11 1/10/11 1/17/11 1/24/11 1/31/11
20 Apps
Messaging
Browsing
Voice
10
0 Weekday
Monday Tuesday Wednesday Thursday Friday Saturday Sunday
Mobile primetime
2 on weekends
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Day
6-Feb-11 Zokem GSMA 2010-2011 / Confidential 75
SMS & MMS drive the usage of the #1 usage category - messaging
voice
24%
6% entertainment
maps
16%
Camera
36% Gallery
10%
Multimedia general
4%
Music
Music online
12% Video
41% 5% Video online
29%
Panelists
used % Female
70 Male
61
60 56
50
40 38
30
30
20 17 17 17
14 14
10
10 6
4 3
2
0
Camera Gallery Multimedia Music Music online Video Video online
general