Finnish Smartphone Study 2007 COIN/MOMI Project Report (TKK) · 2008-05-26 · 2 Helsinki University of Technology / COIN 2006-2008 Executive Summary • Young age is the major driver

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/


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


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


Structure of Report

• Research Background and Method

• Finnish smartphone study 2007 dataset

• Mobile Service Usage

• Mobile Internet Adoption

• Miscellaneous Study Approaches

• Questionnaire Results


Structure of Report








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


Structure of Report








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


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


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


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


Dataset

Mean ABPU:

43 euros / user / month

Median ABPU:

35 euros / user / month


Structure of Report







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

Email

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 %


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


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


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

Email

Camera

Gaming

IM

Offline music playback

WLAN

Consider Important %

Core services have also

highest satisfaction rates.


Structure of Report








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


Mobile Data Usage

WLAN had a

positive impact on

browsing session

sizes, whereas no

significant

differences

between other

bearers were

observed.


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


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


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

Google

Other


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


Structure of Report








Impact of Pricing on Service Usage

Pa

ck

et

da

ta u

sa

ge

[M

B/M

on

th/U

se

r]


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.


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)


Bundling and ABPU


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


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


Structure of Report








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%


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%


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%



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



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


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%



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

E-mail

File transfer

WAP/W EB-browsing

Other



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



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



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




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




Skype



Skype subscribers

TV




downloading

Videocall/videochat

YouTube





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




Skype



Skype subscribers

TV




downloading

Videocall/videochat

YouTube



CONTACT

http://www.netlab.tkk.fi/coin/

http://www.netlab.tkk.fi/momi/

Finnish Smartphone Study 2007 COIN/MOMI Project Report (TKK) · 2008-05-26 · 2 Helsinki University of Technology / COIN 2006-2008 Executive Summary • Young age is the major driver

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