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The Consumer smartphone usage 2014: mobile data usage

The Consumer smartphone usage 2014: mobile data usage

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.


Executive summary
Executive summary: 81% of handset data generated on smartphones in our panel was carried over Wi-Fi
Executive summary: Online video accounts for most handset data usage, and LTE and high-specification devices will encourage greater use
Recommendations
Recommendations
Changes in handset data usage
Mobile data is the main engine of revenue growth for Western operators and understanding how handset data use is changing is vital
LTE take-up in the USA will reach 58% by the end of 2015
Handset data traffic is, and will continue to be, predominantly carried over Wi-Fi
Most handset data usage is on Wi-Fi so operators must adjust cellular data pricing
The price and monthly allowance constraints of cellular data potentially inhibit cellular data usage from being used in the same way as Wi-Fi
Drivers of change: LTE and device capabilities
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
The relationship between the size of the device and the amount of cellular and Wi-Fi data that it generates is strong and clear
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
Online video accounts for most handset data usage, but gaming and messaging have relatively low data rates despite high usage
Operators have ‘zero rated’ many categories of app and this could be applied to other categories
Drivers of change: the role of Wi-Fi
The role of Wi-Fi directly affects the monetisation of cellular data services
Most smartphone Wi-Fi traffic was generated in the home
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
Demographic analysis of data use
The early majority demographic profile of ‘young users consume more cellular data’ may be being disrupted
There is an untapped demographic of 4G-capable handset users that are strong potential targets for upselling 4G services
There is not a significant correlation between Wi-Fi and cellular data distribution, and demographics do not appear to play a significant role
Methodology and definitions
Methodology and definitions [1]
Methodology and definitions [2]
About the authors and Analysys Mason
About the authors
About Analysys Mason
Research from Analysys Mason
Consulting from Analysys Mason
List of figures
Figure 1: Distribution of total smartphone traffic across all panellists
Figure 2: App sub-categories by average percentage of time and average percentage of data traffic
Figure 3: Mobile data as a percentage of service revenue for residential customers, by country or region, 2010–2019
Figure 4: Percentage of panel that had an LTE-capable handset and that used LTE
Figure 5: LTE-capable handsets as a percentage of all handsets, by country or region, 2010–2019
Figure 6: Distribution of total smartphone traffic across all panellists
Figure 7: Distribution of smartphone panellists, by type of data connectivity
Figure 8: Distribution of total average monthly smartphone cellular data traffic, by percentile
Figure 9: Distribution of total average monthly smartphone Wi-Fi traffic, by percentile
Figure 10: Average monthly data usage for customers who did and did not use LTE, by network type, USA
Figure 11: Median data usage by network type and smartphone screen size
Figure 12: Average MoU by app category for panellists
Figure 13: Top-ten apps by handset traffic
Figure 14: App sub-categories by average percentage of time and average percentage of data traffic
Figure 15: Data traffic by app category and network type
Figure 16: Illustration of access technologies used for mobile data and voice coverage in an ‘inside-out’ MNO model
Figure 17: 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: Percentage of respondents who connected to Wi-Fi, by hotspot category and country
Figure 19: Monthly cellular data usage by age group, 2011 and 2013
Figure 20: Monthly cellular and Wi-Fi data usage by country and subscription type
Figure 21: Percentage of panellists who use 4G services, by gender and age group
Figure 22: Percentage of panellists who own a 4G-capable handset but did not use 4G services, by gender and age group
Figure 23: Distribution of panellists by Wi-Fi and cellular data percentile
Figure 24: Panellists’ gender, by country of observation
Figure 25: Panellists’ age, by country of observation
Figure 26: Panellists’ handset OS, by country of observation

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