Mobile consumer survey: the mobile Internet and application usage

Mobile consumer survey: the mobile Internet and application usage published by Analysys Mason in January, 2010. This report price starts from US $ 2846.

Introduction

Abstract

"The way that people access the Internet, applications and content from their handsets has fundamentally changed: it is now a mainstream activity, and clear variations in consumption are emerging between different groups."

The launch of the iPhone in 2007 heralded a dramatic change in the market for mobile media services. Two years on, and the type of rich-media, user-friendly proposition pioneered with the iPhone is becoming increasingly mainstream.

The usage of mobile media services is now widespread: 30% of respondents to Analysys Mason' s Connected Consumer survey use such services. More than 45% of these users are in the 18 - 24 age group, so it is clear that some segments of the user base have taken to mobile media services faster than others.

Now that mobile media services as a proposition have moved beyond the first-adopter stage, it is becoming increasingly important to understand what lies behind total usage statistics, so that service providers can develop and target appropriate product propositions.

This report is based on a survey of more than 4000 consumers in France, Germany, Poland and the UK. It is one of a series of survey-based reports from Analysys Mason that focus on consumer usage of telecoms and media services. Other reports in this series examine specific topics in the voice, mobile broadband, fixed broadband and online content segments. In addition, a summary report is available. Click here to find out more.

Mobile consumer survey: the mobile Internet and application usage answers your key questions:

• How popular are different types of mobile media service, in terms of penetration?
• Which demographic groups are more likely to access different types of mobile media service?
• What are the consumption patterns for users of mobile TV, non-linear video clips, music services and Internet access?
• How do consumption patterns vary by age and other factors?
• What reasons are given for non-usage of mobile media services?

Table of Contents

• 4. Document map - Executive summary
• 5. Our mobile consumer survey is based on the responses of more than 4000 interviewees
• 6. The main factors that influence usage of mobile media services are: age and access to a touchscreen phone
• 7. Mobile Internet access is the most-popular media service
• 8. Document map - Introduction
• 9. Introduction
• 10. Document map - Results
• 11. Results - Summary
• 12. Usage of mobile media services is strongly skewed towards younger age groups
• 13. Age is a more significant factor in mobile phone and mobile media usage than country or gender
• 14. Users with contracts are more likely to use mobile media services
• 15. Users of touchscreen phones show a significantly higher propensity to use mobile media services
• 16. Users of application stores and VoD services tend to use more services than other media service users
• 17. There appear to be no strong cross linkages between the usage of different services
• 18. Internet access is the most-popular mobile media service among users who employ only one service
• 19. Results - TV
• 20. Of respondents, 8.4% have used mobile TV services during the past year
• 21. Mobile TV seems to be particularly popular in France, and among male users
• 22. Mobile TV users in the 35 - 44 age range seem to consume the most content
• 23. Consumption of mobile TV is higher in Poland than in the other countries surveyed
• 24. Results - Video clips (VoD)
• 25. Viewing of mobile video clips is strongly skewed to younger age groups
• 26. Usage of mobile VoD services is reasonably consistent between countries
• 27. For mobile VoD services, 25 - 34 year-olds appear to be the heaviest users
• 28. Usage of VoD services appears to be lower in the UK than in other surveyed countries
• 29. Results - Music
• 30. 18 - 24 year-olds are about three times more likely to use mobile music services than those aged 55 or over
• 31. Mobile music is more popular in Poland than in other surveyed countries
• 32. Usage levels for mobile music services do not vary greatly by age group, up to 54 year-olds
• 33. Usage patterns for mobile music services appear to be relatively consistent across the survey sample
• 34. Results - Games
• 35. Usage of mobile games is heavily skewed towards the 18 - 24 age group
• 36. Consumers in Poland are more likely to use mobile games than those in other surveyed countries
• 37. Results - Internet access
• 38. Usage of mobile Internet access services seems equally common among mobile media users of all ages
• 39. Usage of mobile Internet services does not vary greatly by country, but is slightly more popular among men
• 40. Among mobile Internet users, usage appears to be heavier in younger age groups
• 41. Users in the UK, contract subscribers, touchscreen phone users and men all seem to be heavier users of the Internet
• 42. Results - Application stores
• 43. Application store usage is significantly skewed towards younger age groups
• 44. Usage of application stores varies significantly by country and gender
• 45. Results - Non-use of mobile media services
• 46. Several factors deter consumers from using mobile media services
• 47. Inability or unwillingness to pay for mobile media services particularly affects younger users
• 48. The reasons for not using mobile media services differ significantly by market segment
• 49. For further information
• 50. Document map - Methodology
• 51. Methodology [1]
• 52. Methodology [2]
• 53. Document map - Authors and copyright
• 54. Authors
• 55. Copyright
• 56. Document map - List of figures
• 57. List of figures [1]
• 58. List of figures [2]
• 59. List of figures [3]
• 60. List of figures [4]
• 61. Document map - About Analysys Mason
• 62. About Analysys Mason
• 63. Research from Analysys Mason
• 64. Consulting from Analysys Mason

List of figures

• Figure 1: Usage of mobile media services
• Figure 2: Usage of mobile media services, by service type
• Figure 3: Usage of mobile media services, by age range
• Figure 4: Usage of mobile media services, by phone type
• Figure 5: Usage of mobile media services, by service type
• Figure 6: Usage of mobile media services, by age range
• Figure 7: Average number of mobile media services used, by age range
• Figure 8: Usage of mobile media services, by country and gender
• Figure 9: Usage of touchscreen mobile phones, by age range
• Figure 10: Usage of mobile media services, by subscription type
• Figure 11: Usage of mobile media services, by phone type
• Figure 12: Average number of mobile media services used, by users of specific services
• Figure 13: Total number of mobile media services used, by users of specific services
• Figure 14: Composition of other mobile media services used, by users of specific services
• Figure 15: Mobile media service used by respondents who use only one service
• Figure 16: Usage of mobile TV services, by age range
• Figure 17: Usage of mobile TV services, by country
• Figure 18: Usage of mobile TV services, by gender
• Figure 19: Number of shows, films and other videos consumed via mobile TV per month, by age range
• Figure 20: Number of shows, films and other videos consumed via mobile TV per month, by country
• Figure 21: Number of shows, films and other videos consumed via mobile TV per month, by subscription and phone type
• Figure 22: Number of shows, films and other videos consumed via mobile TV per month, by gender
• Figure 23: Usage of mobile VoD services, by age range
• Figure 24: Usage of mobile VoD services, by country
• Figure 25: Usage of mobile VoD services, by gender
• Figure 26: Number of video clips consumed per month, by age range
• Figure 27: Number of video clips consumed per month, by country
• Figure 28: Number of video clips consumed per month, by subscription type
• Figure 29: Number of video clips consumed per month, by gender
• Figure 30: Usage of mobile music services, by age range
• Figure 31: Usage of mobile music services, by country
• Figure 32: Usage of mobile music services, by gender
• Figure 33: Average number of songs downloaded to handsets directly (not sideloaded) per month, by age range
• Figure 34: Average number of songs downloaded to handsets directly (not sideloaded) per month, by country
• Figure 35: Average number of songs downloaded to handsets directly (not sideloaded) per month, by subscription and phone type
• Figure 36: Average number of songs downloaded to handsets directly (not sideloaded) per month, by gender
• Figure 37: Usage of mobile games, by age range
• Figure 38: Usage of mobile games, by country
• Figure 39: Usage of mobile games, by gender
• Figure 40: Usage of mobile Internet services, by age range
• Figure 41: Usage of mobile Internet services, by country
• Figure 42: Usage of mobile Internet services, by gender
• Figure 43: Average number of hours spent using mobile Internet services per week, by age range
• Figure 44: Average number of hours spent using mobile Internet services per week, by country
• Figure 45: Average number of hours spent using mobile Internet services per week, by subscription and phone type
• Figure 46: Average number of hours spent using mobile Internet services per week, by gender
• Figure 47: Usage of mobile application stores, by age range
• Figure 48: Usage of mobile application stores, by country
• Figure 49: Usage of mobile application stores, by gender
• Figure 50: Factors that deter consumers from using mobile media services
• Figures 51a - b: Factors that deter consumers from using mobile media services, by age range
• Figure 52: Factors that deter consumers from using mobile media services, by country
• Figure 53: Factors that deter consumers from using mobile media services, by subscription and phone type
• Figure 54: Factors that deter consumers from using mobile media services, by gender

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