Niklas Tirkkonen, Borja S almeron, Hannu Verkasalo Helsinki University of Technology / Networking L aboratory

Transcription

1 Finnish Smartphone Study 2007 COIN/MOMI Project Report (TKK) May 2008 C ontact: Niklas Tirkkonen, Borja S almeron, Hannu Verkasalo Helsinki University of Technology / Networking L aboratory Helsinki University of Technology / COIN

2 Executive Summary Young age is the major driver of smartphone usage - older people do not use devices that actively as younger people Significant latent demand remains in capitalizing on multimedia messaging, maps, and In satisfaction and service importance rankings camera, voice and text messaging receive the highest scores Browsing is still the most important data service, but multimedia data traffic caught a higher share of total traffic than in previous years 2 Helsinki University of Technology / COIN

3 Networking Business Project Roadmap Activity LEAD COIN MOMI Network-based measurements Handset measurements Questionnaires Helsinki University of Technology Scope of the MoMI project: Finnish consumer mobile market New Internet services and emerging business models Data analysis and mining International comparisons 3 Helsinki University of Technology / COIN

4 Structure of Report Research Background and Method Finnish smartphone study 2007 dataset Mobile Service Usage Mobile Internet Adoption Miscellaneous Study Approaches Questionnaire Results 4 Helsinki University of Technology / COIN

6 How does handset-based measurement platform work? Panel recruitment Client Data Gateway Data Database & Server Data Analysis Handset-based client observes applications and service usage on the device. On daily basis data logs are uploaded over packet data / Internet link to centralized servers. Aggregated raw data is used for analysis and reporting. 6 Helsinki University of Technology / COIN

8 Dataset Number of Active Users Minutes / Day Nov 26-Nov 3-Dec 10-Dec 17-Dec 24-Dec 31-Dec 7-Jan 14-Jan 21-Jan 28-Jan 8 Helsinki University of Technology / COIN Active Users Usage Activity [Minutes/Day/User] New year s peak Christmas days face little usage Working days face typically more usage than weekends Panel end DNA Elisa recruitment recruitment TeliaSonera recruitment

9 Dataset Software Platform Device Type GPS Functionality WLAN Nokia other 36% GPS included 12% WLAN 25% S60 2nd edition 56% Nokia N-series 57% GPS not included 88% No WLAN 75% S60 3rd edition 44% Nokia E-series 7% 9 Helsinki University of Technology / COIN

10 Dataset Gender Age Employment Smartphone usage < 20 years 3% Not working 10% < 1 years 14% years 38% Student 13% 1-2 years 40% Male 79% years 30% Employed 77% 2-3 years 26% Female 21% years years 16% 7% 5% years 3-4 years 4-5 years 5 years > 11% 6% 5% 10 Helsinki University of Technology / COIN

11 Dataset Data Plan Subscription Prepaid 1% Usage based 58% Post-paid bundled 62% Monthly MB limit, <10MB Monthly MB limit, 11-20MB 6% 5% Monthly MB limit, 21-30MB 18% Monthly MB limit, >31MB Flat rate 11% 2% Post-paid unbundled 37% 11 Helsinki University of Technology / COIN

12 Dataset Mean ABPU: 43 euros / user / month Median ABPU: 35 euros / user / month 12 Helsinki University of Technology / COIN

14 Mobile Service Intention vs. Usage Share of Panelists Both Intended and Used % services Gaming WLAN Voice SMS Camera Image Viewing Productivity and Office Browsing Music Playback MMS Maps and Navigation Share of Panelists Intended to Use % 14 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

15 Mobile Service Usage Age Negatively Correlates with Amount of Usage Minutes / Day / User Only S60 3rd edition devices included due to data availability 15 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

16 Mobile Service Usage Share of Panelists % Voice SMS Clock Calendar Photo capture Productivity Browsing MMS Music playback Video recording Gaming Bluetooth devices Maps and navigation Video playback Installations Internet multimedia Synchronization Radio WLAN Modem 9 Download! 7 Web 2.0 Internet 5 Video call 4 Video center 4 Instant messaging 3 Podcasting Tried Used Actively (Twice per Week) 16 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

17 Mobile Service Importance vs. Satisfaction Were Satisfied % Gaming Internet commerce IM Internet calls services SMS Camera Offline music playback MMS Internet browsing Maps and navigation WLAN Core services have also highest satisfaction rates. Voice Consider Important % Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

19 Mobile Data Usage Smartphone data GPRS 6% 6% Messaging EDGE 20% Smartphone 91% WCDMA 45% 63% 56% 65% Browsing WLAN 20% 83% Smartphone data 25% 28% 26% Multimedia Modem 9% All data 8% 10% 11% 8% GPRS EDGE WCDMA WLAN Other 19 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

20 Mobile Data Usage WLAN had a positive impact on browsing session sizes, whereas no significant differences between other bearers were observed. 20 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

21 Mobile Data Usage Smartphone Application Data Usage MB / User / Month Top 10% of panelists generate 76% of all packet data Nokia Maps Opera Opera Mini 3% Messaging 4% 3% 2% Others 12% Internet Radio 7% 59% Web Browser emtube 10% 0 Panelists in Descending Order of Data Usage 21 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

22 Mobile Data Applications Data Application Usage 70 % 60 % 50 % 40 % 30 % 20 % 10 % 0 % 61 % 46 % Share of Panelists Used Mean Traffic / User / Month MB / Month / User 11 % 7 % 5 % 5 % 5 % 4 % 4 % 4 % 3 % 3 % 3 % 2 % 2 % 2 % 2 % 2 % 2 % 1 % 1 % 1 % Share of Panelists Tried % Web Messaging Nokia Maps Opera Mini Google Maps Google Mail Download! Opera WidSets Anti-Virus Fring Search Navicore Visual Radio Channels Internet Radio putty Sports Tracker Teksti-TV RealPlayer emtube Video centre 22 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

23 Browser Domain Accesses fi.wikipedia.org aikataulut.ytv.fi en.wikipedia.org get.widsets.com irc-galleria.net m.youtube.com 2,9 2,8 2,6 2,6 2,4 2,6 2,2 2,2 2,1 2,1 2,1 2,1 2,1 1,9 1,9 1,9 1,9 1,9 1,9 1,9 3,6 3,6 3,5 3,1 3,3 2,9 4,7 4,7 4,7 6,2 6,2 5,9 Share Tried % Operator Nokia Google Other 10% 1% 9% 80% Browser Usage 13,3 23 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

24 Mobile Internet Evolution Cumulative Packet Data Traffic Internet Domain Accesses 10% 1% Operator 32% 34% Browsing 71% 59% 63% Nokia 2% 2% 89% 16% 4% Public Internet 66% 64% Messaging 20% 18% 25% Multimedia Other 8% 8% 8% Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

26 Impact of Pricing on Service Usage Packet data usage [MB/Month/User] 26 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

27 Working Day vs. Weekend Usage Usage Activity Finnish early-adopters use the devices more actively on working days than on weekends. Working Day Weekend Hour 27 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

28 Daily Distribution of Usage Share of Daily Events MMS 4 SMS Browsing Hour of Working Day (Monday-Friday) 28 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

29 Bundling and ABPU 29 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

30 Applications Installations Users Installed Opera Mini Navicore WidSets Fring Internet Radio Opera smart2go Snake Google Maps Google Mail Nero Route66 T90 Catalogs/Download! emtube Flash Mobile7 Snow Space Impact Sports Tracker Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

31 Mobile Music Artist Ranking in Finland nightwish amorphis apulanta kotiteollisuus metallica children of bodom lauri tähkä & elonkerjuu timo rautiainen cascada him sentenced sonata arctica tarja turunen cmx eppu normaali fergie in flames jenni vartiainen klamydia leevi and the leavings linkin park mokoma nelly furtado ozzy osbourne poets of the fall sturm und drang system of a down teräsbetoni timbaland zen cafe 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 0,9 1,2 1,0 1,0 1,0 1,0 1,0 1,4 1,4 1,6 1,6 1,6 1,6 Share Listened To % 3,8 31 Base: 579 active panelists (FIN 2007) Helsinki University of Technology / COIN

33 Initial questionnaire - question 16 Have you installed supplementary applications to your mobile phone? Yes, one or two times 47% No 15% I don't know 5% Yes, often 33% 33 Helsinki University of Technology / COIN

34 Initial questionnaire - question 21 Would you be willing to receive advertisements to your mobile phone if you got free applications and services in exchange? Yes 19% I don't know 4% Maybe 51% No 26% 34 Helsinki University of Technology / COIN

35 Final questionnaire - question 2 Approximately how much is the monthly cost of the different mobile services that you use? I don't know > 50 T otal cost 2% 0% 2% 6% 20% 38% 0% 33% Calling/ Voice 1% 0% 7% 21% 36% 18% 10% 7% SMS/MMS 2% 2% 40% 33% 17% 3% 1% 1% Mobile Internet/Data 3% 15% 47% 25% 9% 1% 0% 1% Content (ringtones, etc.) 2% 69% 25% 3% 1% 0% 0% 0% 35 Helsinki University of Technology / COIN

36 Final questionnaire - question 3 I would prefer flat-rate pricing to unit-based pricing in these services: Calling/voice SMS MMS Internet/Data-services 0% 20% 40% 60% 80% 100% Strongly Disagree - - Neutral - - Strongly Agree 36 Helsinki University of Technology / COIN

37 Final questionnaire - question 5 I would like to have a free-of-charge service in the following service categories, and to justify this I would give the operator a permission to send targeted advertising to me. Calling/voice SMS MMS Internet/Data-services 0% 20% 40% 60% 80% 100% Strongly Disagree - - Neutral - - Strongly Agree 37 Helsinki University of Technology / COIN

38 Final questionniare - question 9 Do you use your phone in any of these situations? If so, which of its functions do you use? (Multiple options can be marked on each row) Doesn't concern me Don't use it in this situation Voice call SMS/ MMS Em ail Surfing the web MP3/ radio W hen I'm at hom e 0% 1% 99% 96% 15% 24% 28% W hen I'm in a car, taxi, on a bus, or a train 0% 3% 92% 84% 26% 35% 41% W hen I'm shopping, in a restaurant, outside walking, or some other leisure activity 0% 4% 95% 89% 20% 33% 30% W hen I'm studying/working 2% 9% 82% 80% 22% 23% 16% 38 Helsinki University of Technology / COIN

39 Final questionnaire - question 13 What of the following services you use with your mobile phone with WLAN connection? I dont' know/i don't use W LAN with my mobile phone 64% Internet-calls Music, m ovies or videos watching Instant m essaging 5% 4% 6% E-m ail File transfer 15% 19% W AP/W EB-browsing 31% Other 2% 39 Helsinki University of Technology / COIN

40 Final questionnaire - question 14 How do you use your mobile phone to w atch movies/videos? I don't use my phone for this purpose 76% mobile-tv (DVB-Htechnology) 1% Streaming over GPRS/3G/W LAN network 5% Off-line playback, cable/ USB/ bluetooth/ W LAN data transfer 19% Off-line playback, GPRS/ 3G data transfer 3% Other 1% 40 Helsinki University of Technology / COIN

41 Final questionnaire - question 15 How do you use your mobile phone to listen to music? I don't use my phone for this purpose 29% FM-radio 39% Stream ing over GPRS/3G/W LAN network Off-line playback, cable/ USB/ bluetooth/ W LAN data transfer Off-line playback, GPRS/ 3G data transfer 4% 5% 60% Other 1% 41 Helsinki University of Technology / COIN

42 Final questionnaire - question 18 I would be interested in using following services with my mobile phone, if they were completely free of charge. I am not interested in these services Com m ercial downloading (e.g. m ovies) from peer-to-peer networks Multiplayer interactive gam ing 9% 18% 26% Skype Skype-like service, of which you can not call Skype subscribers Skype-like service, of which you can call Skype subscribers TV File sharing to selected people from m obile phone File retrieving from som eone else's m obile phone Peer-to-peer network services for file downloading Videocall/videochat YouTube Service like Youtube 13% 19% 41% 39% 37% 40% 32% 53% 50% 68% 42 Helsinki University of Technology / COIN

43 Final questionnaire - question 16 I would be interested in using following services with my mobile phone, if they were free of charge except for data traffic fees. I am not interested in these services Com mercial downloading (e.g. m ovies) from peer-to-peer networks Multiplayer interactive gam ing Skype Skype-like service, of which you can not call Skype subscribers Skype-like service, of which you can call Skype subscribers TV File sharing to selected people from mobile phone File retrieving from som eone else's mobile phone Peer-to-peer network services for file downloading Videocall/videochat YouTube 14% 10% 8% 10% 30% 34% 25% 26% 22% 31% 24% 44% Service like Youtube 18% 43 Helsinki University of Technology / COIN

44 Final questionnaire - question 17 I would be interested in using following services with my mobile phone, if they were subject to a charge. I am not interested in these services Comm ercial downloading (e.g. movies) from peer-to-peer networks Multiplayer interactive gam ing 3% 3% 74% Skype Skype-like service, of which you can not call Skype subscribers Skype-like service, of which you can call Skype subscribers TV File sharing to selected people from m obile phone File retrieving from someone else's mobile phone Peer-to-peer network services for file downloading Videocall/videochat YouTube Service like Youtube 6% 2% 4% 4% 4% 2% 6% 4% 2% 16% 44 Helsinki University of Technology / COIN

45 CONTACT Helsinki University of Technology / COIN