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  5. > The Consumer smartphone usage 2014: the impact of device models on application and service usage

Screen size affects app usage – panellists with a screen size above 4.8 inches used 30 more apps on average than those with screen sizes below or equal to 3.5 inches.
The smartphone industry is one of the most dynamic in the world, resulting in the emergence of new features and mobile experiences every 6 months. In addition, the market positioning of leading manufacturers such as Apple and Samsung can have significant consequences on consumer app consumption behaviours. For example, Samsung’s push for larger screen sizes has led to app usage more than doubling between the Galaxy S2 and S4 models.

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. This report focuses specifically on the adoption of different smartphone models and the impact on how the devices are used. The main objective of this report is to understand how devices are changing app usage.

The report answers the following key questions and provides recommendations for operators and vendors.
What is the relationship between smartphone app usage and device specifications such as screen sizes and processing power?
How well do handset manufacturers differentiate themselves through app experiences and what are the implications for consumers’ app behaviours?
What is the impact of the growing low-end smartphone segment on overall app usage?
The 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)
voice and SMS usage.


GEOGRAPHICAL COVERAGE

Data is provided for the following individual countries.
France
Germany
UK
USA


COMPANY COVERAGE

The following companies are mentioned in this report.
Apple
BlackBerry
HTC
Huawei
LG Electronics
Motorola
Nokia
Samsung
Sony
ZTE

Table Of Contents

The Consumer smartphone usage 2014: the impact of device models on application and service usage

Table of contents


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About this report


Executive summary and recommendations


Smartphone market maturity leads to the need for a segmented smartphone sales strategy to address a diverse customer base


More than half the smartphones on the panel that were released in 2013 have a screen size of more than 4.8 inches


Screen size affects application usage - large phones are used about twice as much as small phones


Large screen sizes enhance established app experiences rather than create new ones


There is a strong and clear relationship between the size of the device and the amount of cellular and Wi-Fi data that it generates


The latest smartphone CPUs enhance mobile gaming, but challenge battery design


The app market is extremely fragmented and the tail is long: 66% of add-on apps were used by only one panellist during the observation period


Samsung has achieved similar app usage levels to Apple in the
mid-to-long-tail app market


Apple continues to lead gaming and music adoption on smartphones


App usage on Samsung Galaxy S smartphones is significantly higher than on Apple iPhone models


Mobile gaming is a key driver for increasing app usage on high-end smartphones


More than half of our panellists had mid- or low-end handsetsandnbsp;andnbsp;andnbsp;andnbsp;andnbsp;andnbsp;andnbsp;andnbsp;andnbsp;andnbsp;


The low-end smartphone market has a more diversified set of device manufacturers, but application usage remains low


The hardware limitations of low-end smartphones restrict multimedia application usage


Methodology and definitions [1]


Methodology and definitions [2]


About the authors and Analysys Mason


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List of figures


Figure 1: Panellists' smartphones by year of release, by country


Figure 2: Panellists' smartphones by screen size, by country


Figure 3: Panellists' smartphones by year of release and screen size


Figure 4: Median app usage and number of apps used per panellist, by smartphone screen size


Figure 5: Panellists' adoption of apps, by category and smartphone screen size


Figure 6: Median data usage by network type and smartphone screen size


Figure 7: Median app usage by category and smartphone processor clock speed


Figure 8: Panellists' smartphones by processor clock speed


Figure 9: Apps used by panellists, by type and penetration rate


Figure 10: Penetration of add-on apps used by panellists


Figure 11: Penetration of the 50 most-common add-on apps, by smartphone manufacturerandnbsp;


Figure 12: Average app usage for the 100 most-common apps, by smartphone manufacturer


Figure 13: Penetration of apps, by category and smartphone manufacturer


Figure 14: Average app usage and number of apps used, by device models for Apple and Samsung


Figure 15: Average app usage by category, by device models for Apple and Samsung


Figure 16: Panellists' smartphones by segment, by country


Figure 17: Panellists' smartphones by manufacturer, low- and high-end segments


Figure 18: Average number of apps used by panellists, by type and penetration rate, low- and high-end segments


Figure 19: Average app usage by category, low- and high-end segments, and the percentage difference between high- and low-end


Figure 20: Panellists' gender, by country of observation


Figure 21: Panellists' age, by country of observation


Figure 22: Panellists' handset OS, by country of observation

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