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市場調查報告書

消費者的智慧型手機利用:應用、服務利用相關設備模式的影響

Consumer Smartphone Usage 2014: The Impact of Device Models on Application and Service Usage

出版商 Analysys Mason 商品編碼 310903
出版日期 內容資訊 英文 PPT and PDF (28 slides); Excel
商品交期: 最快1-2個工作天內
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消費者的智慧型手機利用:應用、服務利用相關設備模式的影響 Consumer Smartphone Usage 2014: The Impact of Device Models on Application and Service Usage
出版日期: 2014年08月22日 內容資訊: 英文 PPT and PDF (28 slides); Excel
簡介

使用4.8英吋以上螢幕大小的小組成員,比使用3.5英吋以下螢幕大小的小組成員,使用平均30個以上的應用程式。由於三星推動大型螢幕,Galaxy S2 和 S4 模式應用的利用成為2倍以上。

本報告以法國、德國、英國及美國的消費者的智慧型手機使用趨勢調查為基礎,提供設備何影響應用的利用辦法之相關分析。

主要的調查項目

  • 智慧型手機應用程式的利用和螢幕大小、處理能力等設備規格之間的關係為何?
  • 終端廠商透過應用的經驗如何進行個性化,還有消費者的應用態度預測為何?
  • 成長的低階智慧型手機市場區隔對整體應用利用的影響為何?

詳細分析

  • 前景應用的利用(面對面定時)
  • 資料流量(行動電話、Wi-Fi)
  • 定位(家庭、家庭以外及旅遊)
  • 語音、SMS的利用

調查對象國家

  • 法國
  • 德國
  • 英國
  • 美國

調查對象企業

  • Apple
  • BlackBerry
  • HTC
  • Huawei
  • LG Electronics
  • Motorola
  • Nokia
  • Samsung
  • SONY
  • ZTE

關於作者

目錄

Screen size affects app usage - panellists with a screen size above 4.8 inches used 30 more apps on average than those with screen sizes below or equal to 3.5 inches.

The smartphone industry is one of the most dynamic in the world, resulting in the emergence of new features and mobile experiences every 6 months. In addition, the market positioning of leading manufacturers such as Apple and Samsung can have significant consequences on consumer app consumption behaviours. For example, Samsung's push for larger screen sizes has led to app usage more than doubling between the Galaxy S2 and S4 models.


This report analyses the smartphone usage of consumers in France, Germany, the UK and the USA between mid-August and the end of October 2013. The analysis is based on data provided by Nielsen, using an application developed by Arbitron Mobile. This report focuses specifically on the adoption of different smartphone models and the impact on how the devices are used. The main objective of this report is to understand how devices are changing app usage.

The report answers the following key questions and provides recommendations for operators and vendors.

  • What is the relationship between smartphone app usage and device specifications such as screen sizes and processing power?
  • How well do handset manufacturers differentiate themselves through app experiences and what are the implications for consumers' app behaviours?
  • What is the impact of the growing low-end smartphone segment on overall app usage?

The event-level data allows us to produce in-depth analysis of information including:

  • foreground app usage (‘face time')
  • data traffic (cellular and Wi-Fi)
  • location (home, away and travelling)
  • voice and SMS usage.

GEOGRAPHICAL COVERAGE

Data is provided for the following individual countries.

  • France
  • Germany
  • UK
  • USA

COMPANY COVERAGE

The following companies are mentioned in this report.

  • Apple
  • BlackBerry
  • HTC
  • Huawei
  • LG Electronics
  • Motorola
  • Nokia
  • Samsung
  • Sony
  • ZTE

ABOUT THE AUTHORS

Ronan de Renesse (Principal Analyst) is the lead analyst for Analysys Mason's Mobile Devices and Digital Economy research programmes. His primary areas of specialisation include smartphone and tablet adoption, rich media applications and services on mobile, mobile content and data monetisation, and over-the-top (OTT) company strategies. Ronan has been analysing the telecoms and media industry since 2003. Prior to joining Analysys Mason, Ronan was a Senior Analyst and the Head of Mobile at IHS Screen Digest, where he had overall responsibility for the Mobile Media Intelligence service and all related activities. Before becoming an industry analyst, Ronan was an academic researcher at the Centre for Telecommunications Research at King's College London. He had numerous articles published in international technology journals and also gave various presentations at high-profile conferences. Ronan holds a PhD in Telecommunications from King's College London. He has also participated on the GSMA Global Mobile Awards judging panel.

Martin Scott (Practice Head) is the head of Analysys Mason's Consumer Services research practice, which includes the Fixed Broadband and Multi-Play, Next-Generation Services, Mobile Services, Mobile Devices and Digital Economy research programmes. His primary areas of specialisation include the bundling and pricing of multi-play services, including quadruple-play bundling, customer satisfaction and consumer-facing marketing strategy. He also specialises in statistics, surveys and the analysis of primary research; he co-ordinates Analysys Mason's Connected Consumer and Consumer smartphone usage series of research.

Martin has produced analysis for Analysys Mason, and for individual clients, related to many different aspects of telecoms and media, not limited to: fixed-mobile bundling strategies; customer retention and satisfaction (churn reduction) strategies; pricing; market segmentation; consumer demand for present and next-generation services; and the business case for value-added services such as streaming music. Martin has a Master's degree in Mathematics from Oxford University.

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