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The Consumer smartphone usage 2014: mobile data usage

  • April 2015
  • -
  • Analysys Mason
  • -
  • 39 pages

This report presents the findings from Analysys Mason's analysis of consumer smartphone usage. This report focuses on the use of handset data services, specifically app–data relationships, and the role of LTE and Wi-Fi.

Table Of Contents

The Consumer smartphone usage 2014: mobile data usage

Table of contents


andnbsp;


6.Executive summary


7.Executive summary: 81% of handset data generated on smartphones in our panel was carried over Wi-Fi


8.Executive summary: Online video accounts for most handset data usage, and LTE and high-specification devices will encourage greater use


9.Recommendations


10.Recommendations


11.Changes in handset data usage


12.Mobile data is the main engine of revenue growth for Western operators and understanding how handset data use is changing is vital


13.LTE take-up in the USA will reach 58% by the end of 2015


14.Handset data traffic is, and will continue to be, predominantly carried over Wi-Fi


15.Most handset data usage is on Wi-Fi so operators must adjust cellular data pricing


16.The price and monthly allowance constraints of cellular data potentially inhibit cellular data usage from being used in the same way as Wi-Fi


17.Drivers of change: LTE and device capabilities


18.LTE users in the USA had similar Wi-Fi usage profiles to non-LTE users, but their cellular data usage was effectively three times higher


19.The relationship between the size of the device and the amount of cellular and Wi-Fi data that it generates is strong and clear


20.LTE users used their devices for 63% longer per day than average and generated 2.7 times as much cellular data traffic as non-LTE users


21.Online video accounts for most handset data usage, but gaming and messaging have relatively low data rates despite high usage


22.Operators have ‘zero rated' many categories of app and this could be applied to other categories


23.Drivers of change: the role of Wi-Fi


24.The role of Wi-Fi directly affects the monetisation of cellular data services


25.Most smartphone Wi-Fi traffic was generated in the home


26.The use of Wi-Fi in public locations is particularly developed in the UK with strong community Wi-Fi and high Wi-Fi use in retail establishments


27.Demographic analysis of data use


28.The early majority demographic profile of ‘young users consume more cellular data' may be being disrupted


29.There is an untapped demographic of 4G-capable handset users that are strong potential targets for upselling 4G services


30.There is not a significant correlation between Wi-Fi and cellular data distribution, and demographics do not appear to play a significant role


31.Methodology and definitions


32.Methodology and definitions [1]


33.Methodology and definitions [2]


34.About the authors and Analysys Mason


35.About the authors


36.About Analysys Mason


37.Research from Analysys Mason


38.Consulting from Analysys Mason


List of figures


Figure 1: andnbsp; Distribution of total smartphone traffic across all panellists


Figure 2: andnbsp; App sub-categories by average percentage of time and average percentage of data traffic


Figure 3: andnbsp; Mobile data as a percentage of service revenue for residential customers, by country or region, 2010-2019


Figure 4: andnbsp; Percentage of panel that had an LTE-capable handset and that used LTE


Figure 5: andnbsp; LTE-capable handsets as a percentage of all handsets, by country or region, 2010-2019


Figure 6: andnbsp; Distribution of total smartphone traffic across all panellists


Figure 7: andnbsp; Distribution of smartphone panellists, by type of data connectivity


Figure 8: andnbsp; Distribution of total average monthly smartphone cellular data traffic, by percentile


Figure 9: andnbsp; Distribution of total average monthly smartphone Wi-Fi traffic, by percentile


Figure 10: andnbsp; Average monthly data usage for customers who did and did not use LTE, by network type, USA


Figure 11:andnbsp; Median data usage by network type and smartphone screen size


Figure 12: andnbsp; Average MoU by app category for panellists


Figure 13: andnbsp; Top-ten apps by handset traffic


Figure 14: andnbsp; App sub-categories by average percentage of time and average percentage of data traffic


Figure 15: andnbsp; Data traffic by app category and network type


Figure 16: andnbsp; Illustration of access technologies used for mobile data and voice coverage in an ‘inside-out' MNO model


Figure 17: andnbsp; Percentage of panellists that connected to Wi-Fi, by hotspot category, and the average amount of their Wi-Fi data usage attributable to that category, Android users


Figure 18: andnbsp; Percentage of respondents who connected to Wi-Fi, by hotspot category and country


Figure 19: andnbsp; Monthly cellular data usage by age group, 2011 and 2013


Figure 20: andnbsp; Monthly cellular and Wi-Fi data usage by country and subscription type


Figure 21: andnbsp; Percentage of panellists who use 4G services, by gender and age group


Figure 22: andnbsp; Percentage of panellists who own a 4G-capable handset but did not use 4G services, by gender and age group


Figure 23: andnbsp; Distribution of panellists by Wi-Fi and cellular data percentile


Figure 24: andnbsp; Panellists' gender, by country of observation


Figure 25: andnbsp; Panellists' age, by country of observation


Figure 26: andnbsp; Panellists' handset OS, by country of observation

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