The Connected Consumer Survey 2012: mobile content and applications
Analysys Mason Group, February 2012, Pages: 55
It’s critical for mobile operators to capture the next wave of smartphone owners.
Only 62.5% of respondents who own a smartphone are regular users of mobile content and apps. The key challenge is for operators to raise the level of engagement smartphone customers have with these services.
This Report provides:
-an assessment of users’ understanding of technologies that impact their consumption
-analysis of mobile content and apps consumption by device type and by handset manufacturer
-recommendations on how to address non-smartphone customers and translate the app phenomenon to feature phones
-an evaluation of the prepaid smartphone opportunity and strategic recommendations on how to capture it
-an in-depth view of mobile content and apps trends by customer segment and age
-a detailed analysis of operators’ position in the mobile content and apps market across Europe.
6.Executive summary
8.Recommendations
10.Recommendations
11.Introduction
12.Introduction
13.Denmark
14.France
15.Germany
16.Poland
17.Spain
18.UK
19.USA
20.Results
21.Results: Smartphone users are unsure about which network or OS they use
22.A large percentage of consumers are confused about network generations and must be educated about the benefits of LTE and 4G
23.Consumers are unsure about which OS they are using which can lead them to try to access incompatible application stores
24.The marketing strategy of handset manufacturers affects how aware customers are of which OS they use
25.Results: How to encourage consumers to access more mobile content and apps
26.Operators should use mobile content and apps to encourage adoption of mobile data services – any direct revenue is merely an added bonus
27.The popularity of different categories of services relative to each other is similar across different operating systems
28.Vertically integrated smartphone platforms and communication-based apps show the highest level of frequent usage
29.Positive consumer satisfaction rates undermine the need for 4G
30.Satisfaction rates of mobile Internet users show that reliability is core
31.Non-smartphone users who are aware of smartphones, and mobile content and apps are likely to consume these services too
32.Results: Mobile content and apps are not the only reason consumers choose smartphones
33.Almost half of non-smartphone users do not feel the urge to upgrade to a smartphone
34.The prepaid smartphone market is still relatively small
35.However, the prepaid smartphone market offers great opportunities for operators
36.Mobile content and apps are not necessarily the only drivers for smartphone sales
37.Results: Age analysis – a generation gap is emerging
38.Customers aged 18 to 35 are driving the smartphone market but 40% of non-smartphone users aged 55+ are considering buying one
39.Brand image and available services have more impact than handset specifications on marketing to different age groups
40.A generation gap is emerging among heavy users of apps
41.Results: Geographical analysis – mobile app usage sets operators apart
42.High levels of mobile app adoption do not necessarily translate into significant mobile app usage and revenue
43.The UK has the highest adoption rates for mobile social networking and mobile web browsing
44.Bouygues Telecom takes the lead in terms of numbers of smartphones and app users in France
45.Mobile content and apps usage among smartphone users is limited in Germany
46.With more mobile content and apps users than smartphone owners, Poland shows strong potential
47.Price-sensitive mobile consumers in Spain are fervent users of IM on mobile
48.LTE networks are having little impact in Denmark
49.Methodology
50.Methodology
51.About the author and Analysys Mason
52.About the author
53.About Analysys Mason
54.Research from Analysys Mason
55.Consulting from Analysys Mason
Ronan de Renesse (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Content and Applications and Mobile Broadband programmes. His primary areas of specialisation include rich media apps and services on mobile, application store forecasting, mobile broadband, tablets and smartphone adoption. Ronan has been analysing the telecoms and media industry since 2003. Prior to joining Analysys Mason, Ronan was a Senior Analyst and the Head of Mobile at IHS Screen Digest, where he held the overall responsibility for the Mobile Media Intelligence service and all related activities. For the past five years, Ronan has led the conception and development of various mobile media and technology forecasts, including those for mobile video, mobile music, mobile games, mobile apps, mobile broadband and smartphones. Ronan holds a PhD in Telecommunications from King's College London
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