Global trends in Android use 2015

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Android Usage Trends | Report produced by VisionMobile & Powered by Celltick | http://vmob.me/AndroidTrends

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Contents 1. Sony Likes Music, Samsung Is More Social

2. Games Are Popular, But Facebook Is Universal

3. Language Choice Isn’t Just Geography

4. Android Evolution Leads to Less Unlocking

5. Brazil Loves Wi-Fi, While India Prefers Cellular

6. Indian Users Get the Most From Their Phones

7. Japan Leads the Charge Towards 4G

8. In Conclusion

9. Methodology

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About Celltick Celltick is a global leader in mobile marketing with industry leading products Start and LiveScreen. Celltick’s products are deployed with over 50 mobile operators, device manufacturers and media companies worldwide and are used by over 160 million users around the globe. Celltick’s products enable billions of transactions annually making more than a 1B$ since inception.

Since it was founded in 2000, Celltick has been producing disruptive products that change the way consumers use their mobile devices. Celltick partners with operators, media companies and handset manufacturers to take its products to the market enabling them to engage their users on their mobile devices. A rapidly growing company, Celltick has offices throughout Europe, Asia, South America and the USA.

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ABOUT THE AUTHORS

Bill Ray Senior Analyst

Christina Voskoglou Director of Research and Operations

Alex Veritsis Data Analyst

Bill wrote his first mobile app in 1988, and has been failing to make money out of them ever since. He architected set-top boxes at Swisscom and Cable & Wireless, and was Head of Enabling Technology (responsible for on-device software) at UK mobile network O2. He then spent eight years as a journalist at tech publication The Register, before joining VisionMobile as a senior analyst. You can reach Bill at: [email protected] @bill4000

Christina leads the analyst team and oversees all VisionMobile research and data projects (big or small!), from design to methodology, to analysis and insights generation. She is also behind VisionMobile’s outcome-based developer segmentation model, as well as the Developer Economics reports and DataBoard subscription services. While at VisionMobile, Christina has led data analysis, survey design and methodology for the ongoing Developer Economics research program, as well as several other primary research projects. You can reach Christina at: [email protected] @ChristinaVoskog

As a data analyst, Alex dives head-first in all VisionMobile datasets to unearth meaningful associations and trends in the app economy. Being an active member of the team that distills data noise to data sense, Alex explores correlations and creates visualizations of the Developer Economics survey data and participates in all VisionMobile data-driven projects. Alex holds a BA in Economics and an Msc in Business and Financial Economics from the University of Greenwich. You can reach Alex at [email protected] @VforVeritsis


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About This Report ........................................................... 4

Key Messages .................................................................. 5

Sony Likes Music, Samsung Is More Social ......................... 6

Games Are Popular, But Facebook Is Universal ................... 9 Extend and Embrace ..................................................................... 9

Language Choice Isn’t Just Geography .............................. 12 American English ........................................................................ 12 Alphabet soup ............................................................................. 12

Android Evolution Leads To Less Unlocking ...................... 15

Brazil Loves Wi-Fi, While India Prefers Cellular ............... 17 Wi-Fi use correlates with copper .................................................. 17 Wi-Fi at night, cellular during the day .......................................... 18

Indian Users Get The Most From Their Phones ................. 20 One glance can say it all ............................................................... 20 When a glance leads to something more ....................................... 21

Japan Leads The Charge Towards 4g ................................ 23

In Conclusion ................................................................ 25

Research Methodology .................................................... 26

Terms of re-use ............................................................. 27

TABLE OF CONTENTS


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This report was created in collaboration with Celltick, to provide greater insight into the way in which users interact with their handsets, and the applications they use. The data, provided by Celltick, covers a period from April to July 2015, and is used by Celltick to customize their flagship product.

Celltick’s Start is a lock-screen replacement available from the Google Play store. The app lets users jump directly to their preferred applications, and content, direct from the device lock screen. To personalize the service the software also makes use of technical details including the phone model and installed software, along with network utilization, and this data was anonymized and provided to VisionMobile for analysis.

Extracting information, and insights, from raw information is what VisionMobile does best, so analyzing the data from Celltick was incredibly productive. Sorting through the massed data, to extract the interesting trends and patterns, has taken several months but led to some fascinating conclusions about how, and why, people are using smartphones today.

ABOUT THIS REPORT


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10 Thoughts on smartphone use:

• Indian Android users interact with their handsets more than twice as often as those in the US and Europe.

• In Brazil Wi-Fi dominates. Brazilians spend 72% of their connected time over Wi-Fi, thanks to their urban lifestyle.

• Americans aren’t as addicted to Wi-Fi as they might appear. 55% of their time is over Wi-Fi, the rest on cellular networks.

• The Japanese aren’t big on Wi-Fi. Using cellular connections 65% of the time, thanks to cheap and fast LTE alongside slow deployment of Wi-Fi.

• Lollipop is already a year old, but new versions of Android take time to expand around the world. Only 6% of those in South Asia are using it.

• With every version of Android, since Ice Cream Sandwich, the number of interaction events (glance and unlock) have dropped slightly.

• The vast majority (71%) of smartphones in Asia are configured to use English.

• Half the smartphones in the Middle East and Africa are configured to use English.

• Facebook might be ubiquitous, but Facebook Messenger is only popular on low-end phones.

• Amongst the higher-end handsets Skype is the most common application installed.

KEY MESSAGES


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While the pattern of app popularity is fairly consistent across the devices we can see that Social applications are distinctly more popular on low-end handsets, particularly when we look at those made by Samsung. Samsung has flirted with launching its own social services, but without any significant success so we can’t attribute the lack of social software at the higher end on the availability of Samsung-hosted alternatives.

With the split at an unsubsidised $200 we can see that LG and Sony phones both highlight Social apps in the lower end of the market, matching Samsung in that market, while productivity is more important to those paying more for the handset.

Social networking is clearly less important to those spending less than $200 on a handset, which matches data from Pew Research showing that Facebook is distinctly more popular with those aged less than 29, and earning less than $30,000 a year. That contrasts with Twitter and LinkedIn, which appeal most to those with an annual income of more than $75,000, but as Facebook is much more popular overall,

and more likely to be linked to an application, it is the dominant factor here.

Samsung’s push into the flagship market, with innovations such as the curved screen of the Galaxy S6 Edge, have expanded its dominance in the top tier of the Android market, exaggerating the difference in social application deployment between sectors.

A different factor entirely places Music and Audio apps into the top six on Sony handsets, reflecting the legacy of the Sony brand. Sony can be credited with the invention of mobile music; having launched the compact-audio cassette in 1962, and the Walkman - the first portable playback device - in 1979, and the company maintains audio expertise which feeds into its mobile handsets in terms of software and hardware. Sony has played to that brand identity, to some extent, bundling decent headphones and playback software, and ensuring that their devices support a good range of audio codecs and standards.

1 SONY LIKES MUSIC, SAMSUNG IS MORE SOCIAL

All smartphone users download applications, and their choice of application is dictated by a variety of factors, but when the data is split by manufacturer there are distinct leanings which reveal possible shortcomings in handsets, and something about the people who buy them.


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Sony recently abandoned the “Walkman” name for its playback software, which is now called “Music” and preinstalled on all its devices, but the lack of integration with other music management systems has prompted users (who respect the hardware) to look elsewhere for software.

This segregation of the Android market into specialized niches was long predicted, and remains the best hope for smaller brands.

Carving out a niche as the best Android for music, or the best for photography, might enable second-tier manufacturers to stay in a business where the economies of scale increasingly favor a smaller number of global participants.


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Skype is clearly the most-popular application across manufacturers and models, only dropping to eighth place on low-end handsets from Samsung. These handsets are popular in developing markets where high-speed networking (such as Wi-Fi or LTE technology) is less prevalent, and without such connectivity the utility of Skype’s VoIP service is much reduced.

Even more stark is the absence of Facebook Messenger on high-end handsets from any of the manufacturers. Facebook split off its Messaging application in August 2011, but until April 2014 users of the main Facebook app could still use messaging without downloading the new application. Given the popularity of the Facebook application it is surprising that so many users have decided not to take advantage of the messaging functionality.

Facebook claims that 700 million people are using the Facebook Messenger app, but in this data here we can see a clear leaning towards the lower end of the market which should be concerning for the company. Facebook has enormous aspirations for its Messaging platform. Inspired by the (Chinese) success of WeChat, which has extended messaging into commerce and lifestyle management by providing alerts and updates based on known (and predicted) activities.

Facebook believes Messaging will become more important than social networking, and recently opened the platform to external developers, but to realize the value it will need to reach a broader demographic than the low-end handsets on which it is currently being installed.

Extend and Embrace We can also see how other applications replace, or extend, supplied functionality. The SwiftKey Keyboard, for example, is most popular on LG handsets where (perhaps) the supplied keyboard isn’t as effective as that provided on Sony handsets. SwiftKey offers a high accuracy in predicting what is being typed, but all three manufacturers provide their own keyboards with comparable functionality if not so accurate, so from the installation rates we can judge that Sony does the best job in making SwiftKey redundant.

Similarly, Samsung handsets include a note-taking application complete with cloud-based synchronization (S Note), and while it might not be as feature-rich as Evernote it clearly suffices for many users as shown in the install rates.

2 GAMES ARE POPULAR, BUT FACEBOOK IS UNIVERSAL

When we look at specific applications we see that Skype dominates the high-end handsets, but the lower end is more fragmented, and while everyone has time for Facebook owners of high-end Samsung handsets have the least interest in the social network.


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On the lower-end handsets we see that WhatsApp outranks Facebook on all but the Sony handsets, which can be attributed to regional issues rather than technical ones. Sony maintains considerable presence in the USA and Europe, but much less in developing markets and the Middle East where Samsung and Apple dominate the market. Facebook has never been as pervasive in those markets where the cheap-messaging focus of WhatsApp has gained it a loyal user base.

Facebook bought WhatsApp in February 2014, but has taken no steps to integrate it with the Facebook Messenger platform. The company seems content running both services, with WhatsApp offering a lightweight messaging experience, but WhatsApp has a

presence on high-end handsets from LG and Sony which Facebook Messenger will need to emulate.

The only category of phone without WhatsApp listed in the top ten are high-end handsets from Samsung. Until March 2015 Samsung had its own messaging platform in the form of ChatOn, but despite being preinstalled on Samsung devices, and offering a competitive range of features, it never gained significant market presence so is unlikely to be a factor in the absence of WhatsApp. Samsung’s flagship devices are well branded, and amongst the most expensive Android devices available, so sell into an older (and thus richer) demographic which hasn’t widely adopted instant messaging.


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The breakdown of language use in Europe closely follows the native-speaking populations. German is slightly lower (16% of Europeans speak German as a first language), as is French (which should be 12%), while English is slightly higher (English is native to 13% of Europe), but the differences are small.

Most stark is the popularity of Russian – comprising 21% of European devices. This shouldn’t be a surprise, Russia has a population of almost 150 million and a well-developed smartphone market, but the country is often ignored by developers as being culturally outside the European mainland. Developers who will carefully translate applications to French and German would do well to include Russian too, even if supporting Cyrillic text can be a technical challenge.

The dominance of English in the Middle East and Africa is less surprising when one considers the complexity of using Arabic characters on a mobile screen, and the legacy of British colonialism in Africa. Arabic is well supported by all the major mobile platforms, but many users still default to English when using computers, and

that habit has extended into mobile devices, while the fragmented languages spoken in sub-Saharan Africa (more than 400 in Nigeria alone) makes English the unifying lingua franca for the region.

American English The languages used in the Americas follow fairly closely the population distribution in each region. In North America English dominates, with Spanish making up a significant minority, while South America is split fairly evenly between Spanish and Portuguese.

Alphabet soup The problem of using pictographic languages on a mobile phone is manifested in Asia, just as the difficulties of Arabic script are in the Middle East. Pictographic languages not only require different character sets, but can be significantly better (or worse) at conveying concepts, and so menu items and dialog boxes may have to be

3 LANGUAGE CHOICE ISN’T JUST GEOGRAPHY

English has become a world language, and this is very evident when we look at what language phones around the world are set to use. South America relegates English to a supporting role, and Europeans stick to their native tongue, but everywhere else English dominates.


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significantly redesigned to suit the language, and that results in many users setting their devices to “English”.

China obviously represents a market large enough to define its own terms, and within the East Asia region we can see a weighted 37% of

users setting their language to Mandarin despite the fact that the Google Play store (from which the Celltick application is downloaded) is not available in China. Once the whole of Asia is included that percentage drops and Mandarin falls into “Others”.


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That small difference between the software versions is, perhaps, surprising given the amount of effort that Google has put into improving the utility of the lock screen. Android’s ability to display notifications, and other data, on the lock screen should lead to a significant drop in unlock events as users can stay up to date with a glance.

This effect is offset by the fact that the sample group all had Celltick’s Start software installed (and so benefited from comprehensive lock-screen notifications across all versions of Android). The drop we see in Lollipop can also be traced to improvements in the notification system which has become burdensome to users. With Lollipop the users can prevent frivolous notifications on an app-by-app basis, create scheduled times when notifications should be suppressed entirely, and assign priorities to override those schedules.

The differences in use that we do see are, therefore, likely a reflection of the regional differences in version adoption.

New OS versions (Lollipop) first penetrate the mature markets of North America, Western Europe and Oceania. These markets spend

more on smartphones (in part thanks to the persistence of operator subsidies), which are needed to run the latest platform versions to the best advantage. Google’s own devices, the Nexus range, always benefit from the earliest updates and are predominantly sold within those regions.

Asia, both East and South, lags behind, with more than half of the users in these regions still using KitKat. High-end handsets do sell into these markets, but statistically those are overwhelmed by the huge number of low-end devices which dominate the market. These markets are also serviced by a broader range of brands who don’t always feel the responsibility of issuing platform updates in a timely fashion. Once the customer has bought a handset the only incentive to invest in issuing updates is to build brand loyalty, and not all brands consider the fostering of such loyalty to be a priority.

At the time covered by this data (April-July 2015) penetration of Lollipop remained quite low, even in the mature markets, well after its launch. In that case several known bugs slowed development, and deterred users from upgrading, as well as discouraging manufacturers from issuing endorsed updates. Android Marshmallow might be free of such problems, but will likely follow a similar deployment pattern.

4 ANDROID EVOLUTION LEADS TO LESS UNLOCKING

Over the last three versions of the Android platform we can see that the number of unlock events has slowly declined, as the lock screen has gained functionality, but with Lollipop we also see a decline in all kinds of interaction.


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Americans are renowned for their devotion to Wi-Fi. American operators charge very-high rates for mobile data, and the country has a robust fixed infrastructure (to which Wi-Fi can be attached). As a result, American users will seek out Wi-Fi whenever possible, and anecdotal evidence would seem to indicate that Wi-Fi has become the default access method in the USA.

Google’s “Project Fi” reinforces this impression. As a mobile operator Google pushes customers onto Wi-Fi networks, and expects to be able to provide service at much lower cost than the traditional operators.

But these projects reflect the urban Americans, largely in California, while the figures gathered from Celltick show a more-inclusive picture of mobile data in the USA. Wi-Fi is still important; as Americans spend more than half (55%) of their time connected to Wi-Fi networks, but it isn’t nearly as important as it might seem.

That 55% is even less remarkable when we consider the penetration of domestic broadband in America. Almost 74% of American properties are connected up, compared to only around 6% in India, assuming that most of those US properties will have Wi-Fi we can

see that most devices in the USA will have access to free wireless networking at home.

Wi-Fi use correlates with copper The use of Wi-Fi correlates closely with the availability of fixed infrastructure, where Wi-Fi can quickly (and cheaply) be deployed. In the USA, and the UK, domestic Wi-Fi (connected to ADSL or Cable access) is all but ubiquitous while developing markets such as India have a lower penetration.

The lack of mobile network use in Brazil is an interesting example, as one might expect Brazil to lack the copper infrastructure needed for comprehensive Wi-Fi. In rural areas that is certainly the case, but in the cities the infrastructure is very good and as 85.7% of Brazil’s population is urban they have access to that resource. The urban population of India, in contrast, is only 32.7%, demonstrating how choice of technology can be influenced by sociological as well as technical (and financial) factors.

5 BRAZIL LOVES WI-FI, WHILE INDIA PREFERS CELLULAR

Modern handsets will use Wi-Fi when they can, on the understanding that it is cheaper and faster than cellular data, but those things aren’t always true, and Wi-Fi isn’t always available, even in America.


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Wi-Fi at night, cellular during the day The figures from Celltick only show which technology was used when a network connection was made, so we have to infer coverage from that, but it is interesting to note that users in the UK and America are obliged to move their connections onto the cellular network during the day to maintain coverage, as their workplace

hasn’t got open connectivity, while in Brazil we can see devices being welcomed onto the corporate (Wi-Fi) network. India also shows a more-consistent pattern of use, even if connections are more intermittent. Companies in developed markets are clearly not offering comprehensive Wi-Fi access, perhaps in fear that employees will become less productive in the face of free data.


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While phone penetration might be greater in the developed markets of North America and the United Kingdom, it is clear that phone use is higher in South America and much higher in Southern Asia. Taking the United States, United Kingdom, Brazil and India in more detail it becomes clear that some markets might be developing in terms of device penetration but they are already well developed in terms of how frequently they interact with their device.

Mobile phones in the UK and the USA compete with other devices for the attention of the user. Almost half of American households have a tablet (more than half of US households according to Gartner), and in 2014 81% told Pew Research that they had access to a desktop or laptop computer, so in many cases they will be using those devices for tasks that a person in India would do on their phone. Developing markets also show a stark contrast through the morning, daytime, and evening - the phone isn’t a business tool, and is most heavily used in the evening and early night when socializing or consuming video content.

Data obtained through Celltick’s Start for this study tracked events, rather than the time spent using the device. In this situation video consumption will cause less of a spike than maintaining a social

presence (checking for notifications, sending messages, etc.) That means the pattern of usage also shows how the mobile phone has become a social hub, to a much greater degree in India and other developing markets, than in the USA or Europe.

To understand the disparity between the numbers we have to consider the motivation of the users, why they choose to glance at the screen, and why they might then unlock the device.

One glance can say it all The increasing complexity of lock screens can increase interaction, as users glance at the screen and are hooked into unlocking the device by a displayed notification. Conversely the user might use the notification information to avoid unlocking the handset - seeing that a message is just advertising or an unimportant update to social media, or even just to check the time.

In many markets, notably Europe and the USA, the wearing of wristwatches has almost died out as users glance at their mobile phone to check the time, while the socially-addicted will regularly

6 INDIAN USERS GET THE MOST FROM THEIR PHONES

The total number of interactions, and how we interact, varies widely across regions. Those in South Asia are touching their handsets more than three times as often as those in Western Europe, and it’s not just because they lack other ways of staying connected.


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glance at their handset just to check their connection is in order and that they haven’t missed any important notifications.

In some societies, particularly China, the wearing of wristwatches has remained fashionable, so if that were a significant factor then we would expect to see that reflected in fewer “glance” events where the phone replaces a watch. However, these figures do not match that expectation so we have to conclude that only a minority are using their phone to replace a watch.

All these users had Celltick’s software installed, so had enhanced notifications beyond those offered by the Android platform, providing a stronger incentive to unlock the device (or, conversely, to ignore an unimportant notification).

When a glance leads to something more The proportion of glances to unlocking actions also varies globally, along with the number of events varies widely, reflecting the

importance of the mobile handset as a communication hub.

Western Europeans have the lowest overall rate of interaction, but are most likely to be satisfied with a glance – they have the lowest unlock-to-glance ratio. This might mean they are checking the time, or observing that a notification requires no further action on their part, but it also emerges from a desire to avoid missing out, an almost-compulsive need to see that there are no updates which require attention.

The low incidence of interaction, overall, from users in North America, Europe, and Oceania, can be attributed to the availability of alternative hardware and the popularity of cloud services. Users sitting in front of a computer at work, or with a tablet on the coffee table, will interact with the phone less often, and modern cloud services cater well for this kind of multi-device activity.


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LTE was designed to be an international standard, bridging the gap between the (European) 3GPP and the (American) 3GPP2, as well as bringing Japan and China into the fold.

Celltick software runs on Android handsets, so some 2G technologies (CDMA, iDEN, PDC, etc) are underrepresented as smartphone handset makers have focused in 3G and 4G network technologies. Despite that we can still see clearly that Japan leads the race to deploy 4G, thanks to dominant telcos (specifically DoCoMo) who can demand that handset manufacturers support the latest standards. North America has been quick to deploy LTE, having held auctions

for the Digital Dividend radio spectrum (the TV bands at 700 and 800MHz) very early.

Operators around the world are starting to switch off their 3G networks, as 4G is superior in every way, but 2G networks persist thanks to ubiquitous coverage and the way in which spectrum allocations were stripped between operators (which prevent any operator building a contiguous block necessary to refarm 2G spectrum to 4G). But as all 3G handsets support 2G, and many of them support 4G, the switch off of 3G has no significant impact on users.

7 JAPAN LEADS THE CHARGE TOWARDS 4G

Following years of deploying regional standards Japan has finally adopted the internationally-recognized Long Term Evolution (LTE) for 4G networks, and is leading the world in speed of deployment and utilization.


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The opportunity to examine such a wealth of user data does not often occur, and the insights we’ve been able to gain are unprecedented in their detail. The quantity of data helped remove any bias, though we should remain aware that only Android devices were sampled (as Celltick’s software is for Android devices) and all the users had access to Celltick’s lock-screen enhancements.

Despite those limitations we have been able to gain significant insight into how people are using their smartphones: the applications they choose to install and the network technologies they use to keep connected.

The biggest surprises came from network use – the dominance of Wi-Fi in Brazil, and relative importance of cellular in North America,

were both surprises which don’t match anecdotal sources. Indian smartphone users are interacting with their phones more than twice as often as their European counterparts, emphasizing the importance of mobile telecommunication the region, and offering opportunities to those interesting in reaching that audience.

Even more intriguing is the steady decline in interactions seen over the last few versions of the Android OS. While this might be accounted for by different geographical distribution or improvements in the notification system, or familiarity with the OS, it could also represent a more-significant trend which will require further gathering of data, and analysis, to fully explore.

8 IN CONCLUSION


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Data source

The analysis is based on anonymized grouped Android usage data provided by Celltick. The data is collected from devices that have the Start app installed - either preloaded or downloaded directly by the customer from Google Play. A total of 5,716,933,653 events were used in the analysis, grouped into 257,695,783 (non-unique) users. The data comes from devices across 209 countries and refers to the period April to July 2015.

Weighting

To eliminate the effect of regional sampling bias we weighted the given dataset based on the distribution of Android smartphone users across countries.

To obtain the distribution of the total Android users across countries we combined the following data points at the country level:

Total population,

Calculations on the population, and the percentage of smartphone users, are used to estimate the number of Android users per country which we then use to express the weight of each country as a percentage of the global total Android users.

Country population sources

Data on population was sourced from Wikipedia, while information on population, urbanization and internet connectivity came from the CIA World Factbook.

Smartphone users per country

Emarketer.com, 2 Billion Consumers Worldwide to Get Smart(phones) by 2016, using 2015 predictions of 25 major countries http://www.emarketer.com/Article/2-Billion-Consumers-Worldwide-Smartphones-by-2016/1011694

European Digital Landscape 2014, data on 15 European countries http://147.102.16.219/demo1/attachments/124_european%20digital%20landscape%202014.pdf

Statista.com (based on Google’s Mobile Planet 2013), data on 5 countries http://www.statista.com/chart/1405/the-united-states-ranks-13th-in-smartphone-penetration/

Emarketer.com, Latin America Home to 155.9 Million Smartphone Users, data on 2 countries http://www.emarketer.com/Article/Latin-America-Home-1559-Million-Smartphone-Users/1012794

Various individual sites for 29 major countries

Android usage: We used data from the Device Atlas for 94 countries https://deviceatlas.com/device-data/explorer/webusage-world/traffic/no-tablet/type/os_name?search=Android

For a limited number of countries it was not feasible to estimate the number of Android users due to insufficient data. The next-best alternative estimation method for these countries was to use the wider-region or neighboring-countries data points to accommodate for the missing information. As an example, to estimate the smartphone and android user distributions for Jersey and for the Isle of Man we used the respective ones of the U.K.

RESEARCH METHODOLOGY


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distilling market noise into market sense

Global trends in Android use 2015

Technology

Transcript of Global trends in Android use 2015