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  4. > The Consumer smartphone usage 2014: digital economy application and service usage

The level of adoption of an app depends on the core competency of the underlying company, but a good-quality app will help retain and capture customers.
Digital economyThe digital economy has enjoyed significant growth in the past few years – many local (country-specific) businesses have developed and marketed apps. This has resulted in a boost in the adoption of apps in the mobile commerce and mobile financial services categories. For example, 8% of our panel used mobile banking apps during our 2011 study, but this had increased to to 44% in of our panel in 2013.

This Viewpoint 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 app developed by Arbitron Mobile. The main objective is to identify and understand key app usage and adoption trends across different categories of app and focuses on the mobile commerce, mobile financial services and mobile health categories.

The Viewpoint answers the following key questions and provides recommendations for operators and vendors.
How is the relationship between consumers and smartphones evolving with respect to the emergence of digital economy services?
What are the top digital economy apps and why?
What influence do worldwide players, such as Apple and Google, have on the adoption of digital economy services?
What demographic factors account for the significant difference in digital economy take-up in different countries?
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 Viewpoint.
Amazon
Apple
Google
Groupon
Leboncoin
PagesJaunes
PayPal
Runtastic
Samsung
Sparkassen
vente-privée.com

Table Of Contents

The Consumer smartphone usage 2014: digital economy application and service usage

Table of contents


About this report


Executive summary and recommendations


App usage: general trends


Communication continues to be an important part of smartphone usage ... but its role is diminishing to be replaced by digital economy services


Gaming is by far the most popular app category in terms of average daily minutes of use


The adoption of digital economy apps has increased quickly in the past 2andnbsp;years, reaching a level similar to that of the popular multimedia apps


The diversity of the digital economy app ecosystem helps to boost adoption, but does not guarantee high usage


Operator responses to the app market: nearly 45% of smartphone panellists used at least one app published by an operator


Mobile commerce: usage is driven by a thriving local app ecosystem


The barriers to entry into the app development market are lower than previously, and this is driving local mobile commerce app development


Commerce apps can be categorised according to four performance-based tiers


Retail apps capture most of the average usage (minutes per day) in the commerce category


Smartphone users aged between 25 and 34 are prime targets for commerce apps as they become more aware of the value of their data


The local e-commerce market in France is relatively mature, which pushes big players such as Amazon and eBay down the mobile app rankings


Mobile financial services: mobile banking is increasingly popular


The adoption of mobile banking apps has risen from 8% of our panel to 44% in 2 years, thanks to a strong industry push


More than half of panellists aged 25 to 34 used a mobile banking app


The complexity of the banking system in Germany helps banks monetise mobile banking app usage


Mobile health: fitness apps and wearables have yet to make an impact


Consumer demand for mobile health apps is low, in spite of strong industry support


More than 40% of fitness app adopters used apps from Runtastic


Methodology and definitions


Methodology and definitions [1]


Methodology and definitions [2]


About the authors [1]


About the authors [2]


About Analysys Mason


andnbsp;


List of figures


Figure 1: Average daily app usage by app category, 2011 and 2013 (2011:
n = 1079; 2013: n = 1596)


Figure 2: Penetration and average app usage by app category (n = 1596) [Source: Analysys Mason and Nielsen, 2014]andnbsp;


Figure 3: Penetration of apps by category, and corresponding growth between 20111 and 2013 (2011: n = 1079; 2013: n = 1596) [Source: Analysys Mason and Nielsen, 2014]


Figure 4: Penetration of digital economy apps by category and by country
(n = 1197) [Source: Analysys Mason and Nielsen, 2014]


Figure 5: Average digital economy app usage by country and by category
(n = 1188) [Source: Analysys Mason and Nielsen, 2014]


Figure 6: Penetration of operator apps by category (n = 1596) [Source: Analysys Mason and Nielsen, 2014]andnbsp;


Figure 7: Distribution of time spent using operator apps by category (n = 750) [Source: Analysys Mason and Nielsen, 2014]


Figure 8: Commerce apps used by panellists, by type of app (n = 1398) [Source: Analysys Mason and Nielsen, 2014]


Figure 9: Top-100 local commerce apps by level of adoption (n = 1596) [Source: Analysys Mason and Nielsen, 2014]


Figure 10: Penetration and average app usage by commerce app type
(n = 1596) [Source: Analysys Mason and Nielsen, 2014]


Figure 11: Commerce app adoption by age and type of app (n = 1596) [Source: Analysys Mason and Nielsen, 2014]


Figure 12: Top worldwide commerce apps by adoption (n = 1596) [Source: Analysys Mason and Nielsen, 2014]


Figure 13: Top local commerce apps by adoption in the country where they are available (France (FR): n = 400; Germany (DE): n = 400; UK: n = 397; USA: n = 399) [Source: Analysys Mason and Nielsen, 2014]


Figure 14: Penetration and average app usage by mobile financial services app type (n = 1596) [Source: Analysys Mason and Nielsen, 2014]andnbsp;


Figure 15: Panellists' adoption of mobile financial services by age (n = 1596) [Source: Analysys Mason and Nielsen, 2014]


Figure 16: Panellists' adoption of mobile financial services by device segment (n = 1596) [Source: Analysys Mason and Nielsen, 2014]


Figure 17: Top mobile financial services apps by adoption (All: n = 1596; France (FR): n = 400; Germany (DE): n = 400; UK: n = 397; USA: n = 399) [Source: Analysys Mason and Nielsen, 2014]


Figure 18: Penetration and average daily app usage by mobile health app type (n = 1596) [Source: Analysys Mason and Nielsen, 2014]andnbsp;


Figure 19: Top mobile fitness app publishers by adoption (All: n = 1596; USA: n = 399) [Source: Analysys Mason and Nielsen, 2014]


Figure 20: Panellists' gender, by country of observation [Source: Analysys Mason and Nielsen, 2014]


Figure 21: Panellists' age, by country of observation [Source: Analysys Mason and Nielsen, 2014]


Figure 22: Panellists' handset OS, by country of observation [Source: Analysys Mason and Nielsen, 2014]





































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