Access alternatives to mobile services and content: analysis of handset-based smartphone usage data

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1 Access alternatives to mobile services and content: analysis of handset-based smartphone usage data ITS 17th Biennial Conference Montreal, Canada, June 24-27, 2008

2 Outline Introduction Mobile service usage measurements Handset-based measurement method and data Panel description Results: Usage of access alternatives Summary Slide 2

3 Introduction Number of radios in mobile devices increasing GSM, WCDMA, HSPA, LTE Bluetooth,, DVB-H >> Uncertainty exists regarding the dominant ways of accessing mobile services and content in the future Usage data regarding the alternative accesses is often not available for decision-makers Goal of the paper: Demonstrate the possibilities of a handset-based measurement platform in collecting data about the usage of alternative access methods Slide 3

4 Home Office Elsewhere, on-the-move Voice calls Alternative devices / services Mobile* / circuit-switched Mobile / VoIP Fixed phone / circuit-switched Fixed phone / VoIP PC / VoIP Mobile / circuit-switched Mobile / VoIP Fixed phone / circuit-switched Fixed phone / VoIP PC / VoIP Mobile / circuit-switched Mobile / VoIP (Fixed pay phone) Alternative accesses for mobile devices () Messaging Alternative devices / services Mobile / SMS Mobile / Mobile / IM PC / PC / IM Mobile / SMS Mobile / Mobile / IM PC / PC / IM Mobile / SMS Mobile / Mobile / IM Alternative accesses for mobile devices () Browsing Alternative devices / services Mobile / Web Mobile / WAP PC / Web Mobile / Web Mobile / WAP PC / Web Mobile / Web Mobile / WAP Alternative accesses for mobile devices () Multimedia Alternative devices Mobile Portable media player PC Radio, television Mobile Portable media player PC Radio Mobile Portable media player Alternative accesses for mobile devices FM-radio Off-line playback (DVB-H) FM-radio Off-line playback (DVB-H) () FM-radio Off-line playback (DVB-H) Slide 4

5 Service usage measurements COIN , MoMI Sample of users Sample of devices 2G/3G mobile networks Usage accounting systems Routers and links Intranets hot spots Internet Other wireless access networks (WiMAX ) Servers Source: Kivi 2007 Slide 5

6 Handset-based measurements Software client installed to a panel of Nokia S60 handsets Collects rich data about all handset usage Complemented with questionnaires Data is used for studying e.g.: Service and technology adoption Location and context dependence of service usage End-user segmentation Voice Calls Phonebook contacts Packet data traffic generated + System: OBSERVATION CATEGORIES Websites browsed Bearers SMS, MMS, & IM Use No. & form of Attachments Photos & videos taken Application activations, installations and removals Cell ID, Battery levels, Phone on/off, System crashes, Memory status, Profile actions etc. Source: Verkasalo, 2008 Slide 6

7 Panel description Recruited by an SMS campaign organized by the three Finnish mobile network operators, TeliaSonera, Elisa, and DNA Finland. Randomly selected Finnish citizens, having an age of over 18 and owning a Nokia S60 smartphone. 644 people successfully installed the measurement software 106 were excluded due to too few active days in the panel 253 panelists with S60 3rd edition devices were included in this study Context algorithm was able to find all the three main locations (home, office, and elsewhere) for 98 panelists some people e.g. not working regularly, or working from multiple locations Panel biased towards more advanced users Mostly young men Willing and capable to install the measurement software to their devices Slide 7

8 Results

9 Where do people spend their time? Finland as whole vs. panelists On the move (1:15) Elsew here outside home (2:02) Office / School (2:43) Office (3:37) Elsew here (3:12) Vacation home (0:30) Another household (1:16) Home (15:57) Home (17:10) Figure 1: Left: Time use of Finnish people, > 10 yrs, average over Mon-Sun, whole year (Statistics Finland 2001) Right: Time use of panelists, average over Mon-Sun, November-February N = 98. Slide 9

10 Time distribution between locations Monday - Friday Saturday - Sunday 100 % 100 % 75 % 75 % 50 % 50 % 25 % 25 % 0 % 0:00 8:00 16:00 0:00 0 % 0:00 8:00 16:00 0:00 Home Elsew here Office Home Elsew here Office Figure 2: Time distribution of panelists, average over Monday Friday (left figure) and Saturday Sunday (right figure), in the time period between November 19th December 23rd, N = 98. Slide 10

11 Usage vs. location Home usage 200 Wake hours* 42 % 34 % 24 % 160 Voice calls 63 % 21 % 15 % active usage seconds Messaging Browsers Multimedia Navigation 60 % 57 % 64 % 44 % 20 % 26 % 21 % 51 % 21 % 18 % 15 % 5 % hour Unknown Home Elsewhere Office Games 67 % 8 % 25 % 0 % 20 % 40 % 60 % 80 % 100 % share of active usage time in context Home Elsewhere Office Figure 4: Distribution of active smartphone usage time between contexts and hours of day. N = 98. Figure 5: Distribution of active usage time between locations for different application categories. N = 98. Slide 11

12 usage is concentrated Heavy users and home APs account for most usage N. of sessions Users 1st AP 2nd AP Other APs Figure 6: Distribution of usage events between users and access points, N = 73 Slide 12

13 used mostly for browsing Application Users (out of the 73 active users) N. of sessions per user during the panel Average data per session (kb) Web browsing Messaging or VoIP (e.g. or Fring) Multimedia Internet emtube) (e.g. radio, Slide 13

14 usage correlates with overall data usage Non- users users N = 64 N = 34 WCDMA EDGE GPRS WCDMA EDGE GPRS kb per user per day Unknown Home Elsewhere Office Figure 8: Daily data usage per bearer per location for panelists either using or not using. N = 98. Slide 14

15 Multimedia usage is mostly offline How do you use your mobile phone to listen to music / watch videos (multiple choices allowed? (N = 203) 100 % 80 % 67 % 73 % 60 % 49 % 40 % 20 % 0 % 1 % Broadcasting (FM-radio / DVB-H) 6 % 7 % Streaming over GPRS / 3G / network 20 % Off-line playback, data transfer off-line 7 % 5 % Off-line playback, data transfer via GPRS / 3G 1 % Other 2 % 20 % I don't use my phone for this purpose Music Video Slide 15

16 Summary Mobile usage is diverging to many alternative accesses, e.g. 3G,, broadcasting, offline use Handset-based measurements make it possible to collect data about the usage of the access alternatives Homes are the most important place of mobile service usage, increasing the importance of good indoor coverage and capacity Usage of with mobile phones is emerging mostly used for web browsing at home, by heavy data users in general Slide 16

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