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This report analyses the smartphone usage of consumers in France, Germany, the UK and the USA between mid-August and the end of October 2013. The analysis is based on data provided by Nielsen, using an application developed by Arbitron Mobile. Where appropriate we make comparisons with an analysis that we conducted with data from 2011.
- This event-level data allows us to produce in-depth analysis of information including foreground app usage (‘face time’), data traffic (cellular and Wi-Fi), location (home, away and travelling), as well as voice and SMS usage. This report focuses specifically on the use of IP communications services and their relationship with traditional voice and messaging services.
- The main objective of this report is to understand how smartphones are changing communication habits. Mobile phones have evolved into capable computing devices and many of the services that people developed for use on PCs now coexist with traditional telecoms services.
- In some countries IP messaging services are rivalling social networking services in terms of penetration with potentially dramatic impact on legacy messaging services. European observers have witnessed strong adoption curves for WhatsApp in the Netherlands and Spain, and now in Germany, where 90% of our panellists used it. The UK messaging market is currently on the same trajectory.

Who needs to read this report:
- Strategy, finance and marketing executives, and directors and managers within mobile operators who are developing the business case for responses to OTT voice and messaging substitution.
- Vendors and software developers involved in the development and integration of IP voice and messaging solutions who wish to better understand the demographics of service take-up.
- Industry experts and observers who need real-world data that shows the degree of IP voice and messaging disruption in granular detail.

Key questions answered in this report:

- How is the relationship between consumers and smartphones evolving with respect to core communication features?
- How significant is the substitution effect of IP messaging and VoIP services on traditional voice and messaging?
- What demographic factors account for the significant difference between IP voice and messaging take-up in different countries?

Table Of Contents

The Consumer smartphone usage 2014: OTT communication services
Table of contents
7.Executive summary
8.Executive summary: IP messaging services are growing rapidly; they have achieved mass adoption in Germany, and the UK is set to follow
9.Executive summary: WhatsApp and the ‘social messaging' apps are rivalling Facebook in terms of user engagement
10.Executive summary: Full service substitution of legacy services remains rare despite high penetration levels of IP communications apps
11.Recommendations
12.Recommendations [1]
13.Recommendations [2]
14.Multiple communication services co-exist on smartphones
15.The amount of time spent ‘communicating' on smartphones is increasing but has diminished in relative terms as entertainment comes to the fore
16.Smartphones are bringing a variety of communication services into competition; legacy services must compete for users' attention
17.Tracking usage by time of day highlights the various characteristics of different communication services
18.Analysis of communications app usage
19.IP messaging services have been very successful in Germany and are establishing a strong position in other countries
20.WhatsApp has achieved mass-market status in some countries and is challenging the dominance of Facebook
21.WhatsApp Messenger adoption in the UK is following the same trajectory as in Germany, the Netherlands and Spain
22.Skype benefits from its multiservice proposition, but voice and video services remain limited to niche use cases
23.Despite the availability of Apple's iMessage, iOS users are almost as likely to use alternative messaging services as Android users
24.Countries with higher levels of IP messaging penetration also show higher usage of multiple apps
25.WhatsApp rivals Facebook for user engagement and far outperforms Facebook's own Messenger app
26.WhatsApp also demonstrates its potential for very frequent usage, further enhancing its appeal as a platform
27.Usage of popular messaging apps is higher among younger users; this tends not to be the case for VoIP services
28.Apps that enhance the SMS/MMS user experience are well established in the USA, but are probably losing out to IP messaging apps in Europe
29.Voicemail services were used by 19% of panellists, and most used an app provided by their operator
30.A number of ‘telco OTT' initiatives registered in the study, notably BT SmartTalk, TU Go and Libon; joyn had yet to gain momentum in Germany
31.Quantifying the impact of substitution on legacy services
32.Mobile operators are not equally affected by communications app adoption; the clearest market segmentation by operator is in the UK
33.41% of users of IP messaging services used these more than SMS/MMS, but full substitution was limited to a small number of users
34.SMS/MMS retains its position as the primary messaging service in France and the USA, but is being displaced among younger users in the UK
35.SMS usage volumes remain higher for users of IP messaging apps than for non-users
36.VoIP services are limited to marginal use cases for most users
37.Proportional usage of VoIP services is highest among US panellists and youngsters in the UK
38.Voice volumes are also higher for users of VoIP apps than for non-users, but substitution is likely to be occurring
39.International roaming has been a strong use case for VoIP services, but panellist behaviour suggests that this threat has remained unrealised
40.Methodology and definitions
41.Methodology and definitions [1]
42.Methodology and definitions [2]
43.About the authors and Analysys Mason
44.About the authors
45.About Analysys Mason
46.Research from Analysys Mason
47.Consulting from Analysys Mason
List of figures
Figure 1: Penetration of social networking and communications apps (excluding email), by country
Figure 2: Penetration of IP message apps, by age and country
Figure 3: Average daily usage of selected communications and social networking apps
Figure 4: Time spent using IP messaging apps as a proportion of overall time spent using messaging services (including SMS/MMS)
Figure 5: Average time per day spent using various functions and apps on smartphones, 2011
Figure 6: Average time per day spent using various functions and apps on smartphones, 2013
Figure 7: Penetration rates of various communication services, 2011 and 2013
Figure 8: Time of day during which the panel initiated different smartphone communication activities, as a percentage of daily instances, USA
Figure 9: Penetration of social networking and communications apps (excluding email), by country
Figure 10: Penetration of IP communications apps (excluding email), by age and country
Figure 11: Penetration of top-ten communications and social networking add-on apps, by country
Figure 12: Active users of selected messaging apps, by age and country
Figure 13: Active users of Skype, by age and country
Figure 14: Active users of selected voice and video services, by age and country
Figure 15: Active users of FaceTime on iOS devices, by age and country
Figure 16: Active users of selected IP messaging apps, by OS
Figure 17: Active users of selected communications apps, by device type
Figure 18: Usage of multiple messaging apps and penetration of IP messaging apps, by country
Figure 19: Average daily usage of selected communications and social networking apps
Figure 20: Percentage of panellists who use selected communications apps on a daily basis, and app penetration, by country
Figure 21: Average minutes of use per day for selected communications apps, by age
Figure 22: Penetration and daily average usage of the top-five SMS/MMS apps
Figure 23: Penetration of voicemail platforms and apps (does not include native iOS visual voicemail), by age and country
Figure 24: Penetration and daily average usage of the top-five voicemail platforms and apps
Figure 25: Penetration and daily average usage of selected operator communication services
Figure 26: Penetration of IP messaging services, by network operator and country
Figure 27: Penetration of VoIP services, by network operator and country
Figure 28: Time spent using IP messaging apps as a proportion of overall time spent using messaging services (including SMS/MMS)
Figure 29: Time spent using IP messaging apps as a proportion of overall time spent using messaging services (including SMS/MMS), by age and country
Figure 30: Average SMS/MMS usage for users and non-users of IP messaging apps, by age and country
Figure 31: Time spent using VoIP apps as a proportion of overall time spent using voice services
Figure 32: Time spent using VoIP apps as a proportion of overall time spent using voice services, by age and country
Figure 33: Average voice usage for users and non-users of VoIP apps, by age and country
Figure 34: Distribution of panellists according to whether they travelled abroad and whether they used VoIP services, Europe
Figure 35: Panellists' gender, by country of observation
Figure 36: Panellists' age, by country of observation
Figure 37: Panellists' handset OS, by country of observation

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