finnish smartphone study 2007 coin/momi project report (tkk) · 2008-05-26 · 2 helsinki...
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1 Helsinki University of Technology / COIN 2006-2008
Finnish Smartphone Study 2007
COIN/MOMI Project Report (TKK)
May 2008
C ontact: Niklas Tirkkonen, Borja Salmeron, Hannu Verkasalo
Helsinki University of Technology / Networking Laboratory
http://www.netlab.hut.fi/tutkimus/coin/
http://www.netlab.hut.fi/tutkimus/momi/
2 Helsinki University of Technology / COIN 2006-2008
Executive Summary
• Young age is the major driver of smartphone usage - older people do not use devices that actively as younger people
• Significant latent demand remains in capitalizing on multimedia messaging, maps, and email
• In satisfaction and service importance rankings camera, voice and text messaging receive the highest scores
• Browsing is still the most important data service, but multimedia data traffic caught a higher share of total traffic
than in previous years
3 Helsinki University of Technology / COIN 2006-2008
Networking Business Project Roadmap
Helsinki University of Technology
http://www.netlab.hut.fi/tutkimus/momi/
200820072004 200920062005 2010
Handsetmeasurements
Activity
Questionnaires
MOMI
COIN
LEAD
Network-basedmeasurements
Scope of the MoMI project:• Finnish consumer mobile market
• New Internet services and
emerging business models
• Data analysis and mining
• International comparisons
4 Helsinki University of Technology / COIN 2006-2008
Structure of Report
• Research Background and Method
• Finnish smartphone study 2007 dataset
• Mobile Service Usage
• Mobile Internet Adoption
• Miscellaneous Study Approaches
• Questionnaire Results
5 Helsinki University of Technology / COIN 2006-2008
Structure of Report
• Research Background and Method
• Finnish smartphone study 2007 dataset
• Mobile Service Usage
• Mobile Internet Adoption
• Miscellaneous Study Approaches
• Questionnaire Results
6 Helsinki University of Technology / COIN 2007-2008
How does handset-based measurement platform work?
Database & ServerClient Gateway
DataData
Handset-based client observes applications and service usage on the device.
On daily basis data logs are uploaded over packet data / Internet link to centralized servers.
Aggregated raw data is used for analysis and reporting.
DataData
Data AnalysisData AnalysisPanel
recruitment
Panel
recruitment
7 Helsinki University of Technology / COIN 2006-2008
Structure of Report
• Research Background and Method
• Finnish smartphone study 2007 dataset
• Mobile Service Usage
• Mobile Internet Adoption
• Miscellaneous Study Approaches
• Questionnaire Results
8 Helsinki University of Technology / COIN 2007-2008
Dataset
0
100
200
300
400
500
600
19
-No
v
26
-No
v
3-D
ec
10
-De
c
17
-De
c
24
-De
c
31
-De
c
7-J
an
14
-Ja
n
21
-Ja
n
28
-Ja
n
Ac
tiv
e U
se
rs
0
10
20
30
40
50
60
Us
ag
e A
cti
vit
y [
Min
ute
s/D
ay
/Us
er]
Number of Active Users Minutes / Day
TeliaSonera recruitment
Elisa recruitment
DNA recruitment
Panel end
New year’s peak
Christmas days face little usage
Working days face typically more usage than weekends
9 Helsinki University of Technology / COIN 2007-2008
S60 3rd edition
S60 2nd edition
44%
56%
Nokia other
57%
36%
7%Nokia E-series
Nokia N-series
GPS included
88%
12%
GPS not included
Software Platform Device Type GPS Functionality
Dataset
WLAN
75%
25%
No WLAN
WLAN
10 Helsinki University of Technology / COIN 2007-2008
79%
21%
Male
Female
3%
38%
30%
16%
7%
5%
< 20 years
20-29 years
30-39 years
40-49 years
50-59 years60-69 years
10%
13%
77%
Not working
Student
Employed
Gender Age Employment
Dataset
14%
40%
26%
11%
6%5%
< 1 years
1-2 years
2-3 years
3-4 years
4-5 years
5 years >
Smartphone
usage
11 Helsinki University of Technology / COIN 2007-2008
58%
6%
Usage based
Monthly MB limit, <10MB
Monthly MB limit, >31MB
Monthly MB limit, 21 - 30MB
Monthly MB limit, 11 - 20MB
2%
18%
5%
Flat rate 11%
1%
62%
37%
Prepaid
Post-paid bundled
Post-paid unbundled
Data Plan Subscription
Dataset
12 Helsinki University of Technology / COIN 2007-2008
Dataset
Mean ABPU:
43 euros / user / month
Median ABPU:
35 euros / user / month
13 Helsinki University of Technology / COIN 2006-2008
Structure of Report
• Research Background and Method
• Finnish smartphone study 2007 dataset
• Mobile Service Usage
• Mobile Internet Adoption
• Miscellaneous Study Approaches
• Questionnaire Results
14 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Mobile Service Intention vs. Usage
0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60 70 80 90 100
Voice
SMS
MMS
Browsing
Maps and Navigation
WLAN
Gaming
Camera
Image Viewing
Productivity and Office
Music Playback
services
Share of PanelistsIntended to Use %
Share of Panelists BothIntended and Used %
15 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Mobile Service Usage – Age Negatively Correlates with Amount of UsageM
inute
s /
Da
y /
User
Only S60 3rd edition devices
included due to data availability
16 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
0 10 20 30 40 50 60 70 80 90 100
Voice 100SMS
93Clock 91Calendar
88Photo capture 81Productivity
62Browsing60MMS
53Music playback43Video recording
40Gaming39Bluetooth devices
36Maps and navigation
4Video center3Instant messaging
27Video playback27Installations
23Internet multimedia 23Synchronization
21Email 20Radio
13WLAN9Modem
7Download! 5Web 2.0 Internet
4Video call
100
Used Actively (Twice per Week)
Share ofPanelists %
Tried
Podcasting 2
Mobile Service Usage
17 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Mobile Service Importance vs. Satisfaction
0
10
20
30
40
50
60
70
80
90
100
0 10 20 30 40 50 60 70 80 90 100
Were Satisfied %
Internet commerce
Internet calls
Maps and navigation
MMS
Voice
Internet browsing
SMS
services
Camera
Gaming
IM
Offline music playback
WLAN
Consider Important %
Core services have also
highest satisfaction rates.
18 Helsinki University of Technology / COIN 2006-2008
Structure of Report
• Research Background and Method
• Finnish smartphone study 2007 dataset
• Mobile Service Usage
• Mobile Internet Adoption
• Miscellaneous Study Approaches
• Questionnaire Results
19 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Mobile Data Usage
9%
91%
Modem
Smartphone
All data
GPRS
WLAN 20%
20%
45%
Smartphone data
EDGE
WCDMA
8% 10% 11% 8%
25% 28%26%
83%
63% 56% 65%
6%
WCDMA
Browsing
Multimedia
Messaging
EDGEGPRS
6%
Other
WLAN
Smartphone data
20 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Mobile Data Usage
WLAN had a
positive impact on
browsing session
sizes, whereas no
significant
differences
between other
bearers were
observed.
21 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Mobile Data Usage
12%
2%
3%
4%
10%
Opera Mini3%
Messaging
Internet Radio
emTube
7%
Web Browser59%
Opera
Nokia Maps
Others
Smartphone Application Data Usage
0
20
40
60
80
100
120
140
160
180
200
220
MB / User / Month
Panelists in Descending Order of Data Usage
Top 10% of
panelists generate
76% of all packet
data
22 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Mobile Data Applications
Data Application Usage
61 %
46 %
11 %
7 % 5 % 5 % 5 % 4 % 4 % 4 % 3 % 3 % 3 % 2 % 2 % 2 % 2 % 2 % 2 % 1 % 1 % 1 %
0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
Web
Mes
sagi
ng
Nok
ia M
apsO
pera
Min
i
Goog
le M
aps
Goog
le M
ail
Dow
nload
!O
pera
Wid
Sets
Ant
i-Viru
sFr
ing
Search
Nav
icor
e
Visua
l Rad
ioC
hann
els
Inte
rnet
Rad
ioputty
Sports
Tra
cker
Tekst
i-TV
Rea
lPla
yerem
Tube
Video
cen
tre
Sh
are
of
Pan
eli
sts
Tri
ed
%
0
5
10
15
20
25
30
35
40
45
MB
/ M
on
th /
User
Share of Panelists Used
Mean Traffic / User / Month
23 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Browser Domain Accesses
1,91,91,91,91,91,91,9
2,12,12,12,12,12,22,22,42,62,62,62,82,9
3,13,33,5
3,63,6
4,74,74,7
5,96,26,2
13,3
2,9
m.youtube.comwww.fmi.fi
www.matkapuhelininfo.com
Share Tried %
www.iltalehti.fiwww.iltasanomat.fi
www.adobe.comen.wikipedia.org
www.fonecta.comwww.facebook.com
www.eniro.fiwww.vr.fi
www.buumi.netwww.viisas.com
www.iltasanomat.fiwww.telkku.com
get.widsets.com
fi.wikipedia.orgwww.taloussanomat.fi
www.huuto.netaikataulut.ytv.fi
www.weatherproof.fiwww.veikkaus.fi
www.google.fiwww.hs.fiwww.yle.fi
www.nokia.comwww.sanomawsoy.fi
www.google.comwww.mtv3.fi
www.panthercustomer.comwww.puhelintutkimus.fi
www.suomi24.fi
irc-galleria.net
10%1%9%
80%
Browser Usage
Operator
Nokia
Other
24 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Mobile Internet Evolution
20%
16% 4%
71%
59%63%
8%
2006
25%
8%
2007
Browsing
Messaging
Multimedia
Other 8%
2005
18%
Cumulative Packet Data Traffic
1%
2%2%
32%
66%
2005
34%
64%
2006
89%
2007
Operator
10%
Nokia
Public Internet
Internet Domain Accesses
25 Helsinki University of Technology / COIN 2006-2008
Structure of Report
• Research Background and Method
• Finnish smartphone study 2007 dataset
• Mobile Service Usage
• Mobile Internet Adoption
• Miscellaneous Study Approaches
• Questionnaire Results
26 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Impact of Pricing on Service Usage
Pa
ck
et
da
ta u
sa
ge
[M
B/M
on
th/U
se
r]
27 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Working Day vs. Weekend Usage
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Working Day
Weekend
Usage Activity
Hour
Finnish early-adopters use the devices more actively on working days than on weekends.
28 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Daily Distribution of Usage
0
2
4
6
8
10
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
MMS
Browsing
SMS
Share of Daily Events
Hour of Working Day (Monday-Friday)
29 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Bundling and ABPU
30 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Applications Installations
3
3
3
3
3
3
3
4
4
4
4
4
5
6
6
6
6
7
10
11
Sports Tracker
Space Impact
Snow
Mobile7
Flash
emTube
Catalogs/Download!
T90
Route66
Nero
Google Mail
Google Maps
Snake
smart2go
Opera
Internet Radio
Fring
Users Installed
WidSets
Navicore
Opera Mini
31 Helsinki University of Technology / COIN 2007-2008Base: 579 active panelists (FIN 2007)
Mobile Music Artist Ranking in Finland
0,90,90,90,90,90,90,90,90,90,90,90,90,90,90,90,90,9
1,01,01,01,01,0
1,21,41,4
1,61,61,61,6
3,8
zen cafetimbaland
teräsbetonisystem of a downsturm und drangpoets of the fall ozzy osbourne
nelly furtadomokoma
linkin park leevi and the leavings
klamydiajenni vartiainen
in flames
cmx
Share Listened To %
lauri tähkä & elonkerjuutimo rautiainen
apulantakotiteollisuus
sentenced
cascada
amorphis
metallica
sonata arctica
him
nightwish
children of bodom
tarja turunen
fergieeppu normaali
32 Helsinki University of Technology / COIN 2006-2008
Structure of Report
• Research Background and Method
• Finnish smartphone study 2007 dataset
• Mobile Service Usage
• Mobile Internet Adoption
• Miscellaneous Study Approaches
• Questionnaire Results
33 Helsinki University of Technology / COIN 2007-2008
Initial questionnaire - question 16
Have you installed supplementary applications to your mobile
phone?
I don't know
5%
Yes, often
33%
Yes, one or two
times
47%
No
15%
34 Helsinki University of Technology / COIN 2007-2008
Initial questionnaire - question 21
Would you be willing to receive advertisements to your mobile
phone if you got free applications and services in exchange?
No
26%
I don't know
4%
Yes
19%
Maybe
51%
35 Helsinki University of Technology / COIN 2007-2008
Final questionnaire - question 2
Approximately how much is the monthly cost of the different mobile services that you use?
I don't know 0 1-5 € 5-10 € 10-20 € 20-30 € 30-50 € > 50 €
Total cost 2% 0% 2% 6% 20% 38% 0% 33%
Calling/Voice 1% 0% 7% 21% 36% 18% 10% 7%
SMS/MMS 2% 2% 40% 33% 17% 3% 1% 1%
Mobile Internet/Data 3% 15% 47% 25% 9% 1% 0% 1%Content (ringtones,
etc.) 2% 69% 25% 3% 1% 0% 0% 0%
36 Helsinki University of Technology / COIN 2007-2008
Final questionnaire - question 3
I would prefer flat-rate pricing to unit-based pricing in these services:
0% 20% 40% 60% 80% 100%
Internet/Data-services
MMS
SMS
Calling/voice
Strongly Disagree - - Neutral - - Strongly Agree
37 Helsinki University of Technology / COIN 2007-2008
Final questionnaire - question 5
I would like to have a free-of-charge service in the following service
categories, and to justify this I would give the operator a permission to
send targeted advertising to me.
0% 20% 40% 60% 80% 100%
Internet/Data-services
MMS
SMS
Calling/voice
Strongly Disagree - - Neutral - - Strongly Agree
38 Helsinki University of Technology / COIN 2007-2008
Final questionniare - question 9
Do you use your phone in any of these situations? If so, which of its functions do you use?
(Multiple options can be marked on each row)
Doesn't
concern me
Don't use it in this
situation Voice call SMS/ MMS Email
Surfing the
web MP3/ radio
W hen I'm at home 0% 1% 99% 96% 15% 24% 28%
W hen I'm in a car, taxi, on
a bus, or a train0% 3% 92% 84% 26% 35% 41%
W hen I'm shopping, in a restaurant, outside
walking, or some other
leisure activity
0% 4% 95% 89% 20% 33% 30%
W hen I'm studying/working 2% 9% 82% 80% 22% 23% 16%
39 Helsinki University of Technology / COIN 2007-2008
Final questionnaire - question 13
What of the following services you use with your mobile phone
with WLAN connection?
5%
4%
6%
19%
15%
31%
2%
64%I dont' know/I don't use W LAN with my mobile
phone
Internet-calls
Music, movies or videos watching
Instant messaging
File transfer
WAP/W EB-browsing
Other
40 Helsinki University of Technology / COIN 2007-2008
Final questionnaire - question 14
How do you use your mobile phone to watch movies/videos?
76%
1%
5%
19%
3%
1%
I don't use my phone
for this purpose
mobile-TV (DVB-H-
technology)
Streaming over
GPRS/3G/WLAN
network
Off-line playback,
cable/ USB/ bluetooth/
WLAN data transfer
Off-line playback,
GPRS/ 3G data
transfer
Other
41 Helsinki University of Technology / COIN 2007-2008
Final questionnaire - question 15
How do you use your mobile phone to listen to music?
29%
39%
4%
60%
5%
1%
I don't use my phone
for this purpose
FM-radio
Streaming over
GPRS/3G/WLAN
network
Off-line playback,
cable/ USB/ bluetooth/
WLAN data transfer
Off-line playback,
GPRS/ 3G data
transfer
Other
42 Helsinki University of Technology / COIN 2007-2008
Final questionnaire - question 18
I would be interested in using following services with my mobile
phone, if they were completely free of charge.
26%
18%
53%
13%
41%
68%
39%
37%
19%
50%
40%
32%
9%I am not interested in these services
Commercial downloading (e.g. movies) from
peer-to-peer networks
Multiplayer interactive gaming
Skype
Skype-like service, of which you can not call
Skype subscribersSkype-like service, of which you can call
Skype subscribers
TV
File sharing to selected people from mobile
phoneFile retrieving from someone else's mobile
phonePeer-to-peer network services for file
downloading
Videocall/videochat
YouTube
Service like Youtube
43 Helsinki University of Technology / COIN 2007-2008
Final questionnaire - question 16
I would be interested in using following services with my mobile
phone, if they were free of charge except for data traffic fees.
30%
14%
10%
34%
8%
25%
44%
26%
22%
10%
31%
24%
18%
I am not interested in these services
Commercial downloading (e.g. movies) from
peer-to-peer networks
Multiplayer interactive gaming
Skype
Skype-like service, of which you can not call
Skype subscribersSkype-like service, of which you can call
Skype subscribers
TV
File sharing to selected people from mobile
phoneFile retrieving from someone else's mobile
phonePeer-to-peer network services for file
downloading
Videocall/videochat
YouTube
Service like Youtube
44 Helsinki University of Technology / COIN 2007-2008
Final questionnaire - question 17
I would be interested in using following services with my mobile
phone, if they were subject to a charge.
3%
3%
6%
2%
4%
16%
4%
4%
2%
6%
4%
2%
74%I am not interested in these services
Commercial downloading (e.g. movies) from
peer-to-peer networks
Multiplayer interactive gaming
Skype
Skype-like service, of which you can not call
Skype subscribersSkype-like service, of which you can call
Skype subscribers
TV
File sharing to selected people from mobile
phoneFile retrieving from someone else's mobile
phonePeer-to-peer network services for file
downloading
Videocall/videochat
YouTube
Service like Youtube
45 Helsinki University of Technology / COIN 2007-2008
CONTACT
http://www.netlab.tkk.fi/coin/
http://www.netlab.tkk.fi/momi/
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