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Consumer smartphone analytics: mobile video

Consumer smartphone analytics: mobile video

  • July 2017
  • 34 pages
  • ID: 5011992
  • Format: PDF
  • Analysys Mason

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"Video content has become all-pervasive in mobile apps and Millennials are driving video traffic towards cellular networks."

A deeper understanding of how users engage with their smartphones can help telecoms operators, vendors and software developers make more-informed strategic and tactical decisions. We analyse data collected in real time from more than 8000 smartphones in this report, and provide insights into how people use mobile video services in Germany, India, the UK and the USA.

THIS REPORT:
- analyses real-world smartphone usage data to provide a detailed view of how consumers engage with mobile video apps on their tablets and smartphones
- examines how usage varies by geography, demographic, content and service type and relationships between key usage metrics, such as data traffic, minutes of viewing, and session duration
- provides recommendations for operators on segmenting their customer base to account for mobile video usage.

SURVEY DATA COVERAGE
The analysis is based on data provided by Verto Analytics, and was collected using a passive on-device monitoring app called Smart Panel during July and August 2016.

The app runs in the background of the device.

It registers actions undertaken by the user and relevant activity on the device, namely:
- app download and usage
- system processes
- data traffic from each app/process
- voice traffic
- web browser activity.

GEOGRAPHICAL COVERAGE
- Germany
- India
- United Kingdom (UK)
- United States of America (USA)

Key Questions Answered in this Report
- How much does mobile video depend on the availability of Wi-Fi and how might that change in future?
- How does video consumption vary by time of day, country, network, and device?
- Which customers are using subscription (SVoD), transactional (TVoD) and advertising video on demand (AVoD) services1 and how does that relate to traditional pay-TV providers’ multi-screen services?
- How are direct-to-consumer (D2C) propositions from TV networks succeeding on mobile?
- How do services such as HBO GO compare to Netflix or Google Play Movies on mobile devices?

Who Should Read this Report
- Strategy and planning executives who are responsible for mobile operators’ video apps, services and strategies and their partnerships with OTT video players.
- Executives in fixed operators’, mobile operators’ or TV providers’ technology and innovation teams who are responsible for developing video apps and services.
- Marketing and sales executives at vendors of communication services equipment and software, as it will help them understand the needs of their operator customers and their end users.

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