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Mobile data consumption by smartphone users


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Joint Ericsson and Akamai research

Published in: Technology, Business

Mobile data consumption by smartphone users

  1. 1. sectIoN 7:mobile connectivity (continued)7.4 Mobile Traffic Growth As Observed By Ericsson 7.5 Smartphone Usage As Observed by EricssonIn mobile networks, the access medium (spectrum) is being this section investigates the impact of several different factorsshared by different users in the same cell. It is important to on weekly smartphone traffic usage. the findings presented hereunderstand traffic volumes and usage patterns in order to enable are based on ericsson mobile broadband measurements during thea good customer experience. ericsson’s presence in more than second quarter of 2011 at four different operators in mature markets180 countries and its customer base representing more than in europe, asia and North america.1,000 networks enables ericsson to measure mobile voice and figures 41 and 42 compare smartphone usage for the most populardata volumes. the result is a representative base for calculating handset models from each of these measurements. handset modelsworld total mobile traffic in 2g, 3g, and 4g networks (not in figures 41 and 42 are characterized by operating system, globalincluding dVb-h, Wifi, and mobile Wimax). release date (year), screen size in pixels (320x480 or smaller = small,these measurements have been performed for several years, 480x800 or higher = large) and customer segment ($$$ = expensivepointing at a stable trend of traffic growth with some seasonal model, lack of this mark means smartphone model & subscriptionvariations. however, the measurements of data and voice traffic at a price level of feature phones). (Note that iphones and androidin these networks (2g, 3g, 4g/lte) around the world show large smartphones are not specifically distinguished in the charts in orderdifferences in traffic levels between markets and regions, and to allow operators to remain anonymous.)also between operators due to their different customer profiles. figure 41 compares for each model the ratio of “active” smartphoneas illustrated in figure 40, the volume of mobile data traffic users generating more than 1 mb traffic per day on average. thedoubled from the second quarter of 2010 to the second quarter ratio of active smartphone users is the highest for new android andof 2011, and grew 8% between the first and second quarters iphone models: 50% - 75% of subscribers are generating more thanof 2011. this comparatively smaller quarterly growth rate may 1 mb traffic per day on average. they are followed by older or inex-be related to seasonal variations in traffic levels, as ericsson notes pensive android and iphone models and Windows mobile phonesthat they have observed such variations in the past. (Note that (30% - 55%) and finally by symbian and blackberry smartphonesthis quarterly growth rate is based on revised/recalculated first (only 5% - 35%). It is interesting to note the striking differencequarter mobile data traffic figures. additionally, note that due between the ratio seen by active blackberry users in North americato an error, the y-axis in figure 40 was previously labeled as as compared to those outside North america. (blackberry devicesexabytes – the correct metric is petabytes.) have several limitations in many countries, including app store availability.) 400 Total (UL + DL) monthly traffic 350 300 (Petabyte/month) Data 250 200 Voice 150 100 50 0 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 ‘07 ‘07 ‘07 ‘07 ‘08 ‘08 ‘08 ‘08 ‘09 ‘09 ‘09 ‘09 ‘10 ‘10 ‘10 ‘10 ‘11 ‘11 Figure 40: Total Monthly Mobile Voice and Data as Measured by Ericsson [Source: Ericsson]40 © 2011 akamai technologies, Inc. all rights reserved
  2. 2. MB/week 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0 20 40 60 80 100 120 140 Blackberry ‘09 mid $$$ Blackberry ‘09 mid $$$ Symbian ‘09 small $$$ Symbian ‘09 small $$$ Symbian ‘08 mid $$$ Symbian ‘08 mid $$$ Symbian ‘09 mid iPhone/Android ‘08 small Symbian ‘09 mid iPhone/Android ‘09 small op1 Europe iPhone/Android ‘08 small Median iPhone/Android ‘10 small iPhone/Android ‘09 small op1 Europe iPhone/Android ‘10 large iPhone/Android ‘10 small iPhone/Android ‘10 large Blackberry ‘09 mid $$$ iPhone/Android ‘08 small iPhone/Android ‘09 small Blackberry ‘09 mid $$$ op2 Asia iPhone/Android ‘10 large iPhone/Android ‘08 small iPhone/Android ‘10 large iPhone/Android ‘09 small iPhone/Android ‘10 large op2 Asia iPhone/Android ‘09 small iPhone/Android ‘10 large iPhone/Android ‘10 large op3 Asia iPhone/Android ‘09 small Symbian ‘09 mid Blackberry ‘09 small $$$ iPhone/Android ‘10 large op3 Asia Blackberry ‘09 mid $$$ Blackberry ‘09 mid $$$ Figure 41: Ratio of active smartphone users (> 1 MB / day on average) [Source: Ericsson] Symbian ‘09 mid Blackberry ‘10 mid $$$ Blackberry ‘09 small $$$ Windows Mobile ‘09 large $$$© 2011 akamai technologies, Inc. all rights reserved Blackberry ‘09 mid $$$ iPhone/Android ‘08 small Blackberry ‘09 mid $$$ iPhone/Android ‘09 small Figure 42: Median of weekly smartphone traffic volumes for active users (>1 MB/day) [Source: Ericsson] Blackberry ‘10 mid $$$ iPhone/Android ‘09 small op4 North America Windows Mobile ‘09 large $$$ iPhone/Android ‘10 small iPhone/Android ‘10 small iPhone/Android ‘08 small iPhone/Android ‘10 large iPhone/Android ‘09 small iPhone/Android ‘10 large iPhone/Android ‘09 small iPhone/Android ‘10 large iPhone/Android ‘10 small op4 North America iPhone/Android ‘10 small iPhone/Android ‘10 large Blackberry 5% – 35% Symbian or iPhone/Android ‘10 large 35% – 55% 50% – 75% iPhone/Android ‘10 large Android / iPhone or cheap Android new and expensive old Android/iPhone or Windows Mobile41
  3. 3. sectIoN 7:mobile connectivity (continued)for active smartphone users who actually use their devices figure 43 further drills down into usage for one single smart-as smartphones, the difference in median weekly traffic volume phone model (new high-end android model with large screen)is less significant across os, price, screen size, etc. figure 42 at one specific operator and shows average weekly applicationshows median weekly traffic volume (50th percentile) for active traffic for different subscriber clusters. subscriber clusters havesmartphone users generating more than 1 mb traffic per day. been created based on total per subscriber traffic volumes, e.g.,this value varies between the 30 mb – 80 mb range for most the 95-100% cluster denotes the heaviest 5% of subscribers.smartphone models. application usage in different subscriber cluster differsWhile the percentage of users that are active data users differs significantly per application, e.g., social networking and appsignificantly by os, release date, customer segment, etc. (as store download traffic increases nearly linearly in heavier sub-seen in figure 41), taking only active users with more than 1 scriber clusters. In contrast, online video usage can explode andmb traffic per day on average, usage levels are very similar for can become extreme for the top 5-10% of smartphone users.different smartphone models (as seen in figure 42). heavy users are willing to spend two orders of magnitude more time with watching online video on their smartphones thanone notable difference is that in North america, new and median users (~40 minutes / day on average for the heaviestexpensive smartphones with large screens generate about two 5% users as opposed to ~ 0.5 minutes / day for the mediantimes more traffic than smartphones at the operators analyzed smartphone user).in asia and europe. another notable difference is that blackber-ry devices (especially outside North america) send a significant similar application usage characteristics can be observedshare of their traffic through a tunnel with compression. for most new high-end android and iphone models as well. 4 50 – 55% 55 – 60% 3 60 – 65% GB / week / subscriber 65 – 70% 70 – 75% 2 75 – 80% 80 – 85% 85 – 90% 1 90 – 95% 95 – 100% 0 Social Online Video Online Audio Web Browsing App Store Email Networking Figure 43: Average weekly application traffic for different subscriber clusters of a new Android smartphone model42 © 2011 akamai technologies, Inc. all rights reserved