"Operators should design mobile plans that encourage user engagement and data generation."
This report analyses real-world smartphone usage data to answer questions about the status of apps and services. The report looks at consumer engagement with various apps and services (such as communication, browsing and entertainment) and examines relationships between key usage metrics, such as time spent, data traffic generated and network used. The report also provides recommendations for operators concerning their mobile data monetisation strategies. It is based on data collected by Verto Analytics using a passive on-device monitoring app during July and August 2016.
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. In this report, the researcher analyses data collected in real time from more than 8000 smartphones, and provide insights into how people use and interact with key applications and services in Germany, India, the UK and the USA.
This report provides answers to the following questions:
- How much time is spent on smartphones on average and how is this distributed across various apps and services?
- How much data is generated by each app or service?
- Which networks are used for which apps and services, and to what degree?
- When is usage more active and why?
- What is the overall penetration of various app types and services?
- How many distinct app types and services does an average smartphone user use?
- How does this vary across the panel?
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. 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 by each app/process
- voice traffic
- web browser activity.
- United Kingdom (UK)
- United States of America (USA).
Who Should Read this Report
- Strategy and planning executives who are responsible for mobile operators’ apps, services and communications strategies and partnerships with OTT players.
- Executives in mobile operators’ technology and innovation teams who are responsible for developing apps and services.
- Marketing executives at vendors of communication services equipment and software, because it will help them understand the needs of their operator customers and their end users.