Smartphone360 survey

Smartphone360 Research © 200 8 Nokia Smartphone360 panel in summer 2008 FINDINGS ON DEVICE USAGE November 5, 2008

Contents
Executive Summary
Background
Results!
Summary
Smartphone360 Research © 200 8 Nokia

Executive Summary
Browsing and Internet usage increased over the years 2005 – 2008.
The new mobile services, Music, video and Maps, caught more and more of end-user attention.
A small user domain of Podcasting and WLAN generated most of the data.
Music took off during 2006 and 2007.
Maps and video are becoming more popular now.
Maps, email and social networking are the major growth areas.
Gaming is still a niche service.
Promotional events had great impact on Nokia Maps, Music Store and MOSH use.
Nokia N95 8GB users were the happiest.

Background: What is Smartphone360?
A simple Symbian application installed in a S60 device.
A reliable and objective method to collect unbiased data on S60 device usage.
Results reveal everything from feature usage frequency to usage patterns.
User data is completely anonymous.
Results can be used for product planning, operator service planning, application design etc.
Smartphone360 Research © 2008 Nokia

UK Study 2008: Background Smartphone360 Research © 200 8 Nokia
Participants were recruited from My Nokia UK database by sending email invitations
£15 vouchers to amazon.co.uk offered as compensation for 3-month participation
489 UK Nokia S60 device users participated
Participants installed Smartphone360 client on their phone
Study client collected real data on phone usage
Methodology: usage data collection and two web-based questionnaires

Browsing, map applications, email and music have all attracted more users over the years Smartphone360 Research © 200 8 Nokia * At least twice a week Base: Live UK panels 2005-2008 (all together 1 189 device owners) Usage Activity 2005-2008 A

Listening to music with mobile has become more popular Smartphone360 Research © 200 8 Nokia
Nowadays, 91% have tried Music Player and 56% use it actively
Music Player made a breakthrough in 2007
Base: Live UK panels 2005-2008 (all together 1 189 device owners) A

Music Player used more actively in commuting hours Smartphone360 Research © 200 8 Nokia Hour Base: Live 5 UK panel (2008) with 489 device owners Hourly Distribution of Music Player Use *total weekend launches normalized with multiple 2 (weekend days per week), total workday launches normalized with multiple 5 (5 workdays per week) A

Most panelists play in the evenings Smartphone360 Research © 200 8 Nokia Hour Base: Live 5 UK panel (2008) with 489 device owners
N-Gage was adopted well among those who had it preinstalled
Out of those who had N-Gage preinstalled, 65% tried and 15% used actively
Out of those who did not have it preinstalled, 31% had tried installing and using it
*total weekend launches normalized with multiple 2 (weekend days per week), total workday launches normalized with multiple 5 (5 workdays per week) A

Number of active map application users has increased five fold during 2005 and 2008 Smartphone360 Research © 200 8 Nokia
The introduction of Nokia Maps in 2007 has pushed maps usage to 91%.
47% of panelists used map applications actively in 2008.
In 2008 Maps can be considered almost as key service of S60 devices.
Music and browser grew similarly 2 years ago.

Map applications used more actively in daytime on weekends Smartphone360 Research © 200 8 Nokia Hour Base: Live 5 UK panel (2008) with 489 device owners Hourly distribution for map applications use *total weekend launches normalized with multiple 2 (weekend days per week), total workday launches normalized with multiple 5 (5 workdays per week) A

3 rd party email client use has increased the most in the last three years Smartphone360 Research © 200 8 Nokia
S60 and add-on email client use has increased significantly.
Gmail is the most popular 3 rd party email client.
In 2008 about one fifth of panelists use the S60 email client actively.
Base: Live UK panels 2005-2008 (all together 1 189 device owners) Note: Here message traffic includes all MMS, email and IM traffic A

S60 email is still more popular than webmail or Gmail Smartphone360 Research © 200 8 Nokia
Gmail is mostly used through a specialized client
Hotmail dominates in webmail usage
Base: Live 5 UK panel (2008) with 489 device owners A

88% of panelists used browser actively Smartphone360 Research © 200 8 Nokia 14%
Browser traffic has increased over the years
Average browser usage:
2005-2007: 5 minutes / browser user / day
2008: 11 minutes / browser user / day

For 46% of the respondents it would be important to have one Nokia account Smartphone360 Research © 200 8 Nokia Data Point: 325 respondents How important would it be for you to have one account to pay for all Nokia services? Proportion of Respondents % Q

Summary
Increased use of Music, Maps, Email and Browsing have been the biggest changes in mobile device usage from 2005 to 2008.
Promotional events had great impact on Nokia Maps, Music Store and MOSH use.
Nokia N95 8GB users were the happiest.
Music Player really took off in 2007 when over 40% of the users started to use Music Player actively comparing to about 10% previously.
56% used Music Player actively and 7% Radio in 2008.
Gaming is still a niche service. However, full impact of N-Gage cannot yet be seen.
Already 44% tried N-Gage during the study.
Introduction of Nokia Maps in 2007 pushed maps usage to the key S60 applications.
47% of the panelists used Nokia Maps actively compared to 24% in 2007.
… continues on next page

Summary
Email has really taken off in 2008.
In 2008 over 40% used email actively comparing to less than 10% in previous years.
Usage of S60 email, 3rd party email and webmail is quite even (around 25% to 35% each).
However, those using S60 email or Gmail are more actively using email than webmail.
Number of active browser users has increased from 56% to 88% between 2005 and 2008.
Browser data usage has increased 4-fold from 2007.
A small user domain of Podcasting and WLAN generated most of the data.
30-40% of browser users visited Facebook and YouTube in 2008.

Live5 Study: Demographics
89% were male, and 59% less than 34 years old
79% were working fulltime, and 88% pay their phone bill themselves
More participants in higher involvement segments than in the whole market
81% of devices were S60 3.1 devices, most devices being either N95s or N95 8GBs
All devices were WLAN capable, and 81% were GPS capable
61% of panelists had some kind of data plan (non-usage based pricing)
See Appendix for more details
Smartphone360 studies have been arranged in the UK since 2005
This time 489 panelists participated
A typical panelist spent 68 days in the panel
Number of Days in the Panel

http://www.telecomlog.nl	89
http://conversations.nokia.com	76
http://mobsocnet.com	19
http://www.slideshare.net	14
http://static.slideshare.net	2
http://translate.googleusercontent.com	1

Smartphone360 survey

by Nokia Conversations on Nov 12, 2008

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Smartphone360 survey — Presentation Transcript