Smartphone360 survey

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1 Smartphone360 Research © 2008 Nokia Smartphone360 panel in summer 2008 FINDINGS ON DEVICE USAGE November 5, 2008

description

Findings on device usage of Nokia Smartphones

Transcript of Smartphone360 survey

Page 1: Smartphone360 survey

1 Smartphone360 Research © 2008 Nokia

Smartphone360 panel in summer 2008FINDINGS ON DEVICE USAGENovember 5, 2008

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Contents• Executive Summary• Background• Results!• Summary

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Executive Summary• Browsing and Internet usage increased over the years 2005 –

2008. • The new mobile services, Music, video and Maps, caught

more and more of end-user attention.• A small user domain of Podcasting and WLAN generated

most of the data.• Music took off during 2006 and 2007. • Maps and video are becoming more popular now.• Maps, email and social networking are the major growth

areas. • Gaming is still a niche service.• Promotional events had great impact on Nokia Maps, Music

Store and MOSH use.• Nokia N95 8GB users were the happiest.

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Background: What is Smartphone360?

• A simple Symbian application installed in a S60 device.• A reliable and objective method to

collect unbiased data on S60 device usage.• Results reveal everything from feature

usage frequency to usage patterns.• User data is completely anonymous.• Results can be used for product

planning, operator service planning, application design etc.

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UK Study 2008: Background•Participants were recruited from My Nokia UK database by sending email invitations

•£15 vouchers to amazon.co.uk offered as compensation for 3-month participation

•489 UK Nokia S60 device users participated•Participants installed Smartphone360 client on their phone

•Study client collected real data on phone usage•Methodology: usage data collection and two web-based questionnaires

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Browsing, map applications, email and music have all attracted more users over the years

* At least twice a week

A

Base: Live UK panels 2005-2008 (all together 1 189 device owners)

Usage Activity 2005-2008

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Listening to music with mobile has become more popular

Trying Music Player

34%

91%

0%20%40%

60%80%

100%

2005 2006 2007 2008

Proportion Tried %

Music PlayerRadio

Active Music Player Usage

7%

56%

0%20%40%

60%80%

100%

2005 2006 2007 2008Proportion Used Twice a Week

%

Music PlayerRadio

• Nowadays, 91% have tried Music Player and 56% use it actively

• Music Player made a breakthrough in 2007

A

Base: Live UK panels 2005-2008 (all together 1 189 device owners)

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Music Player used more actively in commuting hours

0

50

100

150

200

250

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

Total Normalized Launches / Panel

Workdays

Weekends

Hour

A

Base: Live 5 UK panel (2008) with 489 device owners

Hourly Distribution of Music Player Use

*total weekend launches normalized with multiple 2 (weekend days per week), total workday launches normalized with multiple 5 (5 workdays per week)

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Hourly distribution of gaming

0102030405060708090

100

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23Total Normalized Launches / Panel

Workdays

Weekends

Most panelists play in the evenings

Hour

A

Base: Live 5 UK panel (2008) with 489 device owners

• N-Gage was adopted well among those who had it preinstalled• Out of those who had N-Gage preinstalled, 65% tried and 15% used

actively• Out of those who did not have it preinstalled, 31% had tried installing and

using it

*total weekend launches normalized with multiple 2 (weekend days per week), total workday launches normalized with multiple 5 (5 workdays per week)

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Number of active map application users has increased five fold during 2005 and 2008

• The introduction of Nokia Maps in 2007 has pushed maps usage to 91%.

• 47% of panelists used map applications actively in 2008.

• In 2008 Maps can be considered almost as key service of S60 devices.

• Music and browser grew similarly 2 years ago.

Map Application Users

9%4%

9%

47%

91%

17%24%

10%

0%

20%

40%

60%

80%

100%

2005 2006 2007 2008

Proportion of Panelists %

Tried

Twice a week

A

Base: Live UK panels 2005-2008 (all together 1 189 device owners)

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Map applications used more actively in daytime on weekends

0

20

40

60

80

100

120

140

160

0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23Total Normalized Launches / Panel

Workdays

Weekends

Hour

A

Base: Live 5 UK panel (2008) with 489 device owners

Hourly distribution for map applications use

*total weekend launches normalized with multiple 2 (weekend days per week), total workday launches normalized with multiple 5 (5 workdays per week)

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3rd party email client use has increased the most in the last three years

• S60 and add-on email client use has increased significantly.

• Gmail is the most popular 3rd party email client.

• In 2008 about one fifth of panelists use the S60 email client actively.

Time-series Comparison

28%

21%

7%12%

35%

0%

20%

40%

2005 2006 2007 2008

Proportion Used Twice a Week %

Add-on email apps S60 emailWebmails Email in general

All Messaging Traffic 2005-2008

0.8 0.6

1.5

4.6

0.0

1.0

2.0

3.0

4.0

5.0

2005 2006 2007 2008

MB / User / Month

A

Base: Live UK panels 2005-2008 (all together 1 189 device owners)

Note: Here message traffic includes all MMS, email and IM traffic

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S60 email is still more popular than webmail or Gmail

Usage Statistics in 2008

0% 20% 40% 60% 80% 100%

Gmail

Webmail

S60 email

Email (any)

Proportion of Panelists %

Used at least twice per weekTried at least 5 timesTried

• Gmail is mostly used through a specialized client

• Hotmail dominates in webmail usageWebmail Usage: Google vs. Hotmail

Hotmail62%

Google38%

A

Base: Live 5 UK panel (2008) with 489 device owners

Google Mail Usage

Google S60 client activation

s96%

Google webmail accesses

4%

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88% of panelists used browser activelyBrowser Users

56% 60%66%

88%

23% 18% 11%

8%15% 14% 15%

4%

0%

20%

40%

60%

80%

100%

2005 2006 2007 2008

Proportion of Panelists %

At least twice a week At least 5 sessions Trial

Browser Data Usage

2.74.9 4.4

18.3

02468

101214161820

2005 2006 2007 2008Avg. Browser Traffic in MB /

Month / Panelist

• Browser traffic has increased over the years• Average browser usage:

2005-2007: 5 minutes / browser user / day

2008: 11 minutes / browser user / day

A

Base: Live UK panels 2005-2008 (all together 1 189 device owners)

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For 46% of the respondents it would be important to have one Nokia account

Data Point: 325 respondents

How would you prefer to pay for Nokia services

6%

7%

37%

37%

48%

49%

0% 10% 20% 30% 40% 50% 60%

By topping upaccount balance

With prepaid cashcards

By credit card

By debit card

With PayPal

Added to yourphone bill

Proportion of Panelists %

Very unimportant

6%Very

important21%

Important35%

Unimportant6%

Neutral 32%

How important would it be for you to have one account to pay for all

Nokia services?

Proportion of Respondents %

Q

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Summary• Increased use of Music, Maps, Email and Browsing have been the biggest

changes in mobile device usage from 2005 to 2008.• Promotional events had great impact on Nokia Maps, Music Store and MOSH use.• Nokia N95 8GB users were the happiest.

• Music Player really took off in 2007 when over 40% of the users started to use Music Player actively comparing to about 10% previously.

• 56% used Music Player actively and 7% Radio in 2008.

• Gaming is still a niche service. However, full impact of N-Gage cannot yet be seen.• Already 44% tried N-Gage during the study.

• Introduction of Nokia Maps in 2007 pushed maps usage to the key S60 applications.

• 47% of the panelists used Nokia Maps actively compared to 24% in 2007.… continues on next page

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Summary• Email has really taken off in 2008.• In 2008 over 40% used email actively comparing to less than 10% in

previous years.• Usage of S60 email, 3rd party email and webmail is quite even (around

25% to 35% each). • However, those using S60 email or Gmail are more actively using email

than webmail.

• Number of active browser users has increased from 56% to 88% between 2005 and 2008.

• Browser data usage has increased 4-fold from 2007.• A small user domain of Podcasting and WLAN generated most of the data.• 30-40% of browser users visited Facebook and YouTube in 2008.  

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Alja LepistöSmartphone360 ResearchServices & Software

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Live5 Study: Demographics• 89% were male, and 59% less than

34 years old• 79% were working fulltime, and

88% pay their phone bill themselves• More participants in higher

involvement segments than in the whole market• 81% of devices were S60 3.1

devices, most devices being either N95s or N95 8GBs• All devices were WLAN capable,

and 81% were GPS capable• 61% of panelists had some kind of

data plan (non-usage based pricing)• See Appendix for more details

• Smartphone360 studies have been arranged in the UK since 2005

• This time 489 panelists participated

• A typical panelist spent 68 days in the panel

Number of Days in the Panel