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  Smartphone360 Research  © 200 8   Nokia  Smartphone360 panel in summer 2008 FINDINGS ON DEVICE USAGE November 5, 2008
Contents <ul><li>Executive Summary </li></ul><ul><li>Background </li></ul><ul><li>Results! </li></ul><ul><li>Summary </li>...
Executive Summary <ul><li>Browsing and Internet usage increased over the years 2005 – 2008.  </li></ul><ul><li>The new mob...
Background: What is Smartphone360? <ul><li>A simple Symbian application installed in a S60 device. </li></ul><ul><li>A rel...
UK Study 2008: Background   Smartphone360 Research  © 200 8   Nokia  <ul><li>Participants were recruited from My Nokia UK ...
Browsing, map applications, email and music have all attracted more users over the years   Smartphone360 Research © 200 8 ...
Listening to music with mobile has become more popular   Smartphone360 Research  © 200 8   Nokia  <ul><li>Nowadays, 91% ha...
Music Player used more actively in commuting hours   Smartphone360 Research  © 200 8   Nokia  Hour Base: Live 5 UK panel (...
Most panelists play in the evenings   Smartphone360 Research  © 200 8   Nokia  Hour Base: Live 5 UK panel (2008) with 489 ...
Number of active map application users has increased five fold during 2005 and 2008   Smartphone360 Research  © 200 8   No...
Map applications used more actively in daytime on weekends   Smartphone360 Research  © 200 8   Nokia  Hour Base: Live 5 UK...
3 rd  party email client use has increased the most in the last three years   Smartphone360 Research  © 200 8   Nokia  <ul...
S60 email is still more popular than webmail or Gmail   Smartphone360 Research  © 200 8   Nokia  <ul><li>Gmail is mostly u...
88% of panelists used browser actively   Smartphone360 Research  © 200 8   Nokia  14% <ul><li>Browser traffic has increase...
For 46% of the respondents it would be important to have one Nokia account    Smartphone360 Research  © 200 8   Nokia  Dat...
Summary <ul><li>Increased use of  Music, Maps, Email and Browsing  have been the biggest changes in mobile device usage fr...
Summary <ul><li>Email  has really taken off in 2008. </li></ul><ul><li>In 2008 over 40% used email actively comparing to l...
  Smartphone360 Research  © 200 8   Nokia  Alja Lepistö Smartphone360 Research Services & Software
Live5 Study: Demographics <ul><li>89% were male, and 59% less than 34 years old </li></ul><ul><li>79% were working fulltim...
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Smartphone360 survey

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Findings on device usage of Nokia Smartphones

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Smartphone360 survey

  1. Smartphone360 Research © 200 8 Nokia Smartphone360 panel in summer 2008 FINDINGS ON DEVICE USAGE November 5, 2008
  2. Contents <ul><li>Executive Summary </li></ul><ul><li>Background </li></ul><ul><li>Results! </li></ul><ul><li>Summary </li></ul> Smartphone360 Research © 200 8 Nokia
  3. Executive Summary <ul><li>Browsing and Internet usage increased over the years 2005 – 2008. </li></ul><ul><li>The new mobile services, Music, video and Maps, caught more and more of end-user attention. </li></ul><ul><li>A small user domain of Podcasting and WLAN generated most of the data. </li></ul><ul><li>Music took off during 2006 and 2007. </li></ul><ul><li>Maps and video are becoming more popular now. </li></ul><ul><li>Maps, email and social networking are the major growth areas. </li></ul><ul><li>Gaming is still a niche service. </li></ul><ul><li>Promotional events had great impact on Nokia Maps, Music Store and MOSH use. </li></ul><ul><li>Nokia N95 8GB users were the happiest. </li></ul> Smartphone360 Research © 200 8 Nokia
  4. Background: What is Smartphone360? <ul><li>A simple Symbian application installed in a S60 device. </li></ul><ul><li>A reliable and objective method to collect unbiased data on S60 device usage. </li></ul><ul><li>Results reveal everything from feature usage frequency to usage patterns. </li></ul><ul><li>User data is completely anonymous. </li></ul><ul><li>Results can be used for product planning, operator service planning, application design etc. </li></ul> Smartphone360 Research © 2008 Nokia
  5. UK Study 2008: Background Smartphone360 Research © 200 8 Nokia <ul><li>Participants were recruited from My Nokia UK database by sending email invitations </li></ul><ul><li>£15 vouchers to amazon.co.uk offered as compensation for 3-month participation </li></ul><ul><li>489 UK Nokia S60 device users participated </li></ul><ul><li>Participants installed Smartphone360 client on their phone </li></ul><ul><li>Study client collected real data on phone usage </li></ul><ul><li>Methodology: usage data collection and two web-based questionnaires </li></ul>
  6. 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
  7. Listening to music with mobile has become more popular Smartphone360 Research © 200 8 Nokia <ul><li>Nowadays, 91% have tried Music Player and 56% use it actively </li></ul><ul><li>Music Player made a breakthrough in 2007 </li></ul>Base: Live UK panels 2005-2008 (all together 1 189 device owners) A
  8. 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
  9. Most panelists play in the evenings Smartphone360 Research © 200 8 Nokia Hour Base: Live 5 UK panel (2008) with 489 device owners <ul><li>N-Gage was adopted well among those who had it preinstalled </li></ul><ul><li>Out of those who had N-Gage preinstalled, 65% tried and 15% used actively </li></ul><ul><li>Out of those who did not have it preinstalled, 31% had tried installing and using it </li></ul>*total weekend launches normalized with multiple 2 (weekend days per week), total workday launches normalized with multiple 5 (5 workdays per week) A
  10. Number of active map application users has increased five fold during 2005 and 2008 Smartphone360 Research © 200 8 Nokia <ul><li>The introduction of Nokia Maps in 2007 has pushed maps usage to 91%. </li></ul><ul><li>47% of panelists used map applications actively in 2008. </li></ul><ul><li>In 2008 Maps can be considered almost as key service of S60 devices. </li></ul><ul><li>Music and browser grew similarly 2 years ago. </li></ul>Base: Live UK panels 2005-2008 (all together 1 189 device owners) A
  11. 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
  12. 3 rd party email client use has increased the most in the last three years Smartphone360 Research © 200 8 Nokia <ul><li>S60 and add-on email client use has increased significantly. </li></ul><ul><li>Gmail is the most popular 3 rd party email client. </li></ul><ul><li>In 2008 about one fifth of panelists use the S60 email client actively. </li></ul>Base: Live UK panels 2005-2008 (all together 1 189 device owners) Note: Here message traffic includes all MMS, email and IM traffic A
  13. S60 email is still more popular than webmail or Gmail Smartphone360 Research © 200 8 Nokia <ul><li>Gmail is mostly used through a specialized client </li></ul><ul><li>Hotmail dominates in webmail usage </li></ul>Base: Live 5 UK panel (2008) with 489 device owners A
  14. 88% of panelists used browser actively Smartphone360 Research © 200 8 Nokia 14% <ul><li>Browser traffic has increased over the years </li></ul><ul><li>Average browser usage: </li></ul><ul><li>2005-2007: 5 minutes / browser user / day </li></ul><ul><li>2008: 11 minutes / browser user / day </li></ul>Base: Live UK panels 2005-2008 (all together 1 189 device owners) A
  15. 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
  16. Summary <ul><li>Increased use of Music, Maps, Email and Browsing have been the biggest changes in mobile device usage from 2005 to 2008. </li></ul><ul><li>Promotional events had great impact on Nokia Maps, Music Store and MOSH use. </li></ul><ul><li>Nokia N95 8GB users were the happiest. </li></ul><ul><li>Music Player really took off in 2007 when over 40% of the users started to use Music Player actively comparing to about 10% previously. </li></ul><ul><li>56% used Music Player actively and 7% Radio in 2008. </li></ul><ul><li>Gaming is still a niche service. However, full impact of N-Gage cannot yet be seen. </li></ul><ul><li>Already 44% tried N-Gage during the study. </li></ul><ul><li>Introduction of Nokia Maps in 2007 pushed maps usage to the key S60 applications. </li></ul><ul><li>47% of the panelists used Nokia Maps actively compared to 24% in 2007. </li></ul><ul><li>… continues on next page </li></ul> Smartphone360 Research © 200 8 Nokia
  17. Summary <ul><li>Email has really taken off in 2008. </li></ul><ul><li>In 2008 over 40% used email actively comparing to less than 10% in previous years. </li></ul><ul><li>Usage of S60 email, 3rd party email and webmail is quite even (around 25% to 35% each). </li></ul><ul><li>However, those using S60 email or Gmail are more actively using email than webmail. </li></ul><ul><li>Number of active browser users has increased from 56% to 88% between 2005 and 2008. </li></ul><ul><li>Browser data usage has increased 4-fold from 2007. </li></ul><ul><li>A small user domain of Podcasting and WLAN generated most of the data. </li></ul><ul><li>30-40% of browser users visited Facebook and YouTube in 2008.   </li></ul> Smartphone360 Research © 200 8 Nokia
  18. Smartphone360 Research © 200 8 Nokia Alja Lepistö Smartphone360 Research Services & Software
  19. Live5 Study: Demographics <ul><li>89% were male, and 59% less than 34 years old </li></ul><ul><li>79% were working fulltime, and 88% pay their phone bill themselves </li></ul><ul><li>More participants in higher involvement segments than in the whole market </li></ul><ul><li>81% of devices were S60 3.1 devices, most devices being either N95s or N95 8GBs </li></ul><ul><li>All devices were WLAN capable, and 81% were GPS capable </li></ul><ul><li>61% of panelists had some kind of data plan (non-usage based pricing) </li></ul><ul><li>See Appendix for more details </li></ul> Smartphone360 Research © 200 8 Nokia <ul><li>Smartphone360 studies have been arranged in the UK since 2005 </li></ul><ul><li>This time 489 panelists participated </li></ul><ul><li>A typical panelist spent 68 days in the panel </li></ul>Number of Days in the Panel

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