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20121018 appconference dot_org_mobile_industry_trends_nielsen

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Presentation on the mobile ecosystem given by Don Kellogg at the appconference gathering in San Jose on October 18th, 2012

Presentation on the mobile ecosystem given by Don Kellogg at the appconference gathering in San Jose on October 18th, 2012

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Transcript

  • 1. Mobile Industry TrendsDon KelloggDirector of Research & Insights, TelecomNielsen
  • 2. Android and iOS have both benefited from Blackberry’sdrop in share Operating System Share US Mobile Subscribers, Q3 11 -Q3 12 Android Blackberry iOS Windows Phone 7 Other 51% 52% 49% 46% 43% 34% 35% 32% 30% 28% 17% 15% 11% 12% 8% 7% 9% 8% 1.3% 1.3% 7% 6% 1.7% 1.4% 1.6% Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 2 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 3. Looking forward: iOS barely leads Android in next desiredOS, Android is underwater relative to market share Next Desired Operating System – Likely Upgraders US Mobile Subscribers, Q3 11 -Q3 12 Android iOS Blackberry Windows Phone 7 Not Sure 60% 50% 38% 40% 40% 36% 37% 35% 37% 30% 34% 33% 34% 32% 20% 18% 18% 17% 14% 12% 10% 7% 5% 6% 5% 6% 4% 4% 0% Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 3 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 4. Good news for developers and advertisers: US Mobile audienceon Android and iOS doubled between Q3 ‘11 and Q3 ‘12 United States; Q3 ’11 – Q3 ‘12 USERS NUMBER OF 53M 92M ANDROID & iOS Q3 2011 Q3 2012 WITH ANDROID AND iOS PHONES PERCENTAGE OF APP DOWNLOADERS June 2011 80% APP 92% APP June 2012 4 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 5. Device interface, social networking, text messaging and gamingaccount for ¾ of all device usage on Android; iOS is similar Proportion of Non-Voice Usage by Category and Time of Day June 2012, All Android Panelists 100% 90% 80% Address Book 70% IM Proportion of Time Camera 60% Music 50% Maps/Location Video 40% Dialer 30% Browser Games 20% Text Messaging Social Networking 10% Home UI 0% 10AM 11AM 10PM 11PM 10AM 11AM 8PM Noon Midnight 3PM 4PM 9PM 5PM 3AM 1PM 6PM 2PM 7PM Midnight 3PM 8PM 4PM 9PM 5AM 1AM 6AM 2AM 7AM 8AM 4AM 9AM 5AM 1AM 6AM Sun Mon Tue Wed Thu Fri Sat 5 Note: Excludes voice calls Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 6. Most mobile usage on iOS and Android is still clusteredaround the top apps Distribution of Time Spent by App Tiers US - Android & iOS, July 2012 100% 100% 92% 8% 90% 85% 7% 80% 14% 71% 70% 66% 5% 60% 57% 9% 50% 45% 12% 40% In July 2011, 70% of all time was 30% 45% spent with top 50 apps 20% 10% 0% Top 10 Top 25 Top 50 Top 100 Top 500 Top 1000 Everyone Else Implications: • Continued pressure for developers to get a ‘breakout hit’ • App discovery evolving but more important than ever 6 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 7. Although the available number of Apps is growing, the Top10 Apps remain relatively unchanged Reach of Top 10 Apps on Android OS Reach - Top 10 Apps on iPhone Android US Panel, June 1st – June 30th 2012 iPhone US Panel, June 1st – June 30th 2012 New to Top 10 from Jan 2012 96% 90% 84% 78% 79% 76% 75% 62% 59% 56% 56% 56% 28% 28% 25% 21% 20% 20% 20% 19% 17% Weather… With… Words Google Google Google Android Gmail YouTube AppStore Quickoffi Faceboo Pandora Search Weather Google YouTube Twitter Shazam Facebook Instagram Stocks Pandora Gallery Amazon Maps Maps Radio Play Radio The ce k 7 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 8. If current trends continue, mobile social networking could eclipsePC in the next 12 months Total Minutes Spent on Social Networking Online vs. Mobile (in Billions) 62B -8% 57B 48B +46% 32B Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug 2011 2011 2011 2011 2012 2012 2012 2012 2012 2012 2012 2012 Online Home & Work Minutes Mobile Android and iOS Minutes 8 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 9. Social networking and gaming dominate Smartphone activity but peaktimes move inversely from each other Distribution of App Starts by Time of Day - Gaming vs. Social Networking June, 2012 Android All Events Social Networking Games 8.0% Gaming Social Networking Gaming 7.0% 6.0% 5.0% 4.0% 3.0% 2.0% 1.0% 0.0% • Social networking feeds on a critical mass of users posting new content, peaking during the most active times of the day • Much of gaming is solitary and takes place during non-social time 9 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 10. A useful framework for thinking about appsSocial Utility Social Entertainment• High frequency / low time • Deep engagement spent per session Social • Require others to ‘play’• Information gathering or ’ • Can be ‘faddish’ exchange focused • Frequent short sessions WhatsApp Facebook Yelp Words with Friends LinkedIn Zynga Poker Utility Entertainment ‘Getting things done’ Square Angry Birds ‘Killing time’ Google Maps Triple Town Solitary Utility Seamless Pulse News Solitary Entertainment • Most branded/ • Long sessions shopping/rewards apps • Peaks during ‘off hours’ • Focused on efficiency or • Very little user ‘loyalty’ optimization of a task • Highly situational Solitary 10 Copyright © 2012 The Nielsen Company. Confidential and proprietary.
  • 11. Thank You For more information, go to: http://blog.nielsen.com/nielsenwire/category/online_mobile/ 11Copyright © 2012 The Nielsen Company. Confidential and proprietary.

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