Mobile360 Consumer Report

©TNS September 2012
Mobile360
Consumer Mobile 360 Report 2012
MOBILE 360
360° view on mobile
consumer behaviour
(briefly version of the full report)
by
Desirée van den Veen
Remy Bleijendaal
Michiel Rutten
1

Mobile360
©TNS September 2012 2
Mobile 360 draws on the actual
behaviour of more than 1,000
smartphone and tablet users in The
Netherlands, to provide detailed
market information and to activate
business and marketing strategy via
mobile
Mobile 360, a 360° view on mobile consumer behavior

Mobile360
Topics this report addresses…
3
Which online activities are playing the biggest role in the total data usage? And are there
any differences between operating systems, providers and connections?
How do consumers use their tablet for messaging, e-mailing, browsing and the usage of
applications?
What are the profiles of people using smartphones? And how can we segment mobile
consumers based on different kinds of mobile behaviour?
What
behaviour
does the
consumer
smartphone
user have
on his
device?
How do consumers deal with their continuous access to the Internet? Which applications
and mobile websites are most popular, and how does this differ between user types?
How are consumers use their mobile device for sending e-mails, and how do they do
that?
What methods of messaging are people using, and when? And what is the impact of
social media on the means and frequency of messaging?
What does the voice landscape look like? How popular is the 'old-fashioned' way of
making a telephone call, and which methods are replacing this?

Mobile360
Mobile applications count for the highest share in the
three market metrics: time, sessions and data.
4
Market time (mins.) Market sessions (#) Market data (Mb.)
Voice E-mail Internet
websites
Messaging
SMS
Messaging
IM
Internet
applications
Base: All smartphone users (1109)
Mobile usage among main topics
(mins/#/MB. Per user per day)

Mobile360
Voice
1

Mobile360
iPhone users use Voice almost one third as much as Blackberry
users. VoIP can not explain this difference and (still) shows small
adoption and low usage in the Netherlands.
98%
still stick to old-
fashioned calling with
their smartphone on a
daily basis, with an
average usage of
4,7 minutes
a day…
… while,
14%
Are using a modern and free version
of calling, with an average usage of
36 seconds a day
Penetration for BlackBerry and iPhone too
low for detailed results. All VoIP results
are based on the total population.
Base: All smartphone users (1109) Android (H|L), BlackBerry, iPhone (432|338, 99, 243) Base: All VoIP users (152) - Viber, Skype (58, 105)
99%|4,7 min
99%|5,8 min
100%|6,4 min
96%|2,4 min

Mobile360
Mon Tue Wed Thu Fri Sat Sun
Women aged 25-34 make more calls. Roughly 40% more calls are
made during weekdays. Also 2x as many calls placed as received:
what inhibits smartphone users calling each other?
7
Base: All smartphone users – man (501), women (549), 15-24 (108), 25-34 (288), 35-44 (296), 45-54 (222), 55+ (136), A (161), B1 (487), B2 (245), C?D (157), Android H (426), Android L
(333), BlackBerry (99), iPhone (233), Mon (936), Tue (963), Wed (996), Thu (999), Fri (1005), Sat (934), Sun (811)
Daily distribution of number of calls
(number of daily calls in and out)
Male Female
Gender Age Social Class
Device During the week
15-24 25-34 35-44 45-54 55+ A (High) B1 B2 C/D (Low)
Calls in Calls out

Mobile360
Voice peaks in the morning and during the late
afternoon, and drops in the weekend.
Voice peaks in the late afternoon
(around 17:00 hrs.)
Voice & VoIP usage over time
Daily market face time during the week
Android H|L BlackBerry
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
iPhone
mins.
Base: All voice users Android (H|L), BlackBerry, iPhone (426|333, 99, 233)
Voice versus VoIP market face time per OS during the day
(# minutes per user)
Base VoIP too low for detailed results over time

Mobile360
Messaging and Social
3
SMS app usage for BlackBerry not
separately measured and therefore
not included in SMS results.
Number of SMS text messages send
for iPhone not measured and therefore
not included in these results.

Mobile360
WhatsApp Facebook Messenger
Google Talk BlackBerry Messenger
SE Conversations whatsapp.com
Windows Live Messenger Messenger WithYou
GO SMS Pro
On low-end Android is the monthly reach of SMS
already surpassed by IM and has dropped below 90%.
10
SMS
(excluded BB)
IM
92%
91%
Android H Android L BlackBerry iPhone KPN Vodafone T-Mobile
IM networks
Base: SMS - All smartphone users excl. BB (1011) Android H|L, iPhone, KPN, Vodafone, T-Mobile (432, 338, 243, 96, 246, 263)
IM - All smartphone users (1109) Android H|L, BlackBerry, iPhone, KPN, Vodafone, T-Mobile (432, 338, 99, 243, 108, 276, 280)
Based on total
population
SMS versus IM usage – split by OS & provider
(% of total users)
Instant Messaging usage
(% of total users)

Mobile360
Daily usage (in face time) of IM is six times higher than
SMS.
IM versus SMS usage over time
Daily market face time during the week
Base: All SMS (excl. BB), IM users (1007, 930) Base: All SMS users Android H|L, iPhone (420|284, 228)
Base: All IM users Android H|L, BlackBerry, iPhone (403|296, 99, 212)
Monday
Tuesday
Wednesday
Thursday
Friday
Saturday
Sunday
mins.
SMS vs. IM market face time per OS during the day
(# minutes per user)
Android H|L BlackBerry iPhone
SMS IM
IM
SMS
mins.
Instant Messaging counts
for a total of
11 minutes
a day
*SMS for BlackBerry excluded

Mobile360
With youngsters 15-34 the monthly reach of IM is
already higher than SMS.
Gender
Age
Social Class
Profile information – SMS versus IM
(% of total users per category)
%
SMS excl. BB IM
male
female
15-24
25-34
35-44
45-54
55-64
65+
A (high)
B1
B2
C +D (low)
Base: All smartphone users (1109) male (516), female (555), 15-24 (110), 25-34 (293), 35-44 (302), 45-54 (227), 55-64 (110), 65+ (28), A (164), B1 (500), B2 (249), C+D (158)

Mobile360
E-mail
3
E-mail usage for BlackBerry not
separately measured and therefore
not included in these results.

Mobile360
95%
95%
93%
97%
95%
94%
95%
92%
97%
96%
95%
95%
14
E-mail monthly reach above 90% on Android and
iPhone and amongst almost all groups.
Email usage – penetration Email usage – profile information
(% of total users per OS) (% of total users per socio demo)
Sex
Age
Social
Class
%
Android High iPhoneAndroid Low
male
female
15-24
25-34
35-44
45-54
55-64
65+
A (high)
B1
B2
C + D (low)
Android H iPhoneAndroid L
Base: All smartphone users (1109) male (516), female (555), 15-24 (110), 25-34 (293), 35-44 (302), 45-54 (227), 55-64 (110), 65+ (28), A (164), B1 (500), B2 (249), C+D (158)
Android
TOTAL

Mobile360
iPhone users are primarily using their system
application for checking and sending e-mails.
system appinstalled app*browsingsystem appinstalled app*browsing
system
app
installed
app
browsing
Base: E-mail users Android (H|L), iPhone (432|338, 243)
%
Email usage - by Operating System
(# of sessions per user/week/OS) (% of total users per OS)
3,3 2,9 0,1 3,7 2,6 0,2 4,7 0,0 0,2 Daily face time
(mins./user)
E-mailing counts for an
average total of
28
sessions
a week
Android High Android Low iPhone
* Installed applications for Android might
(partly) be pre-installed Google applications

Mobile360
Android High iPhoneAndroid Low
Email daily application face time
(# of minutes per user/day/OS)
male female
15-24 25-34 35-44 45-54 55+
A (High) B1 B2 C/D (Low)
Gender
Age
Social Class
Base: All users Android (H|L), iPhone – man (214|144, 97), female (196|162, 106), 15-24 (40|29, 15), 25-35 (110|81, 65), 35-44 (126|85, 56), 45-54 (76|69, 41), 55+ (58|41, 26),
A (59|39, 51), B1 (184|144, 94), B2 (109|80, 32), C+D (58|43, 26)
Mobile e-mailing mostly used by smartphone users in
the age of 25-44 years old.
E-mailing counts for an
average total of
4,3
minutes
a day

Mobile360
Internet
Excluded Voice, MMS, SMS & System apps
4

Mobile360
The huge array of online activities addresses ten
categories
18
We have measured thousands of apps and websites that people use. We have categorized all
applications and websites that have monthly reach of more than 1% using the following
categories from the TNS Digital Life study:
Social
Connecting and sharing with others
online, uploading pictures to a photo
sharing site or Internet dating
Email
Personal email account. Checking
inbox, writing and composing email
messages
Shopping
Browsing and purchasing online or
offline, e.g. consumer reviews,
websites
Personal
Interest
Specialty websites that help you
pursue personal interests & hobbies
or a blog/forum you read or write
Multi-
media
Watching video, listening to music or
radio streaming or watching on-
demand TV programmes
Gaming
Games you play on/via the Internet,
either single-player or multi-player
games & Massively multiplayer
online role-playing game (MMORPG)
Personal
Admin
Using Internet banking, paying or
checking your bills, topping up
mobile phone/travel cards, doing
taxes etc
Planning &
organise
Planning & organising your life
online, including journey planners,
using maps services
Knowledge
Education
Source general information & learn
online. Includes: ‘Googling’ online
encyclopaedias, self-educating etc
News, sport
& weather
Keeping up to date with current
affairs, sports, culture and the
weather

Mobile360
Mobile applications dominate the usage of content on
smartphones. Android and even BB users use their
smartphone longer per day than iPhone users.
19
Total market time spent on
applications versus websites
Excluded Voice, SMS and System applicationsApplications and
online websites
account for an
average of
42
minutes
of market face
time per day for
smartphone users
48
41
36* 33
Base: All smartphone users (1107), Android H|L, BlackBerry, iPhone (432|337, 99, 242) Base: All smartphone users app|web (1104|1063), Android H|L
(432|416,337|317), BlackBerry (99|96), iPhone (239|236)
*Excluded e-mail for BlackBerry
apps
96%
web
4%
app|web
95%|5%
95%|5%
97%|3%
96%|4%

Mobile360
Social and IM alone account for 45% of total online time; gaming
for roughly 25%. On BB, social and IM account for roughly 90% of
all online time.
20
Total/Day
42
Communication
Entertainment
Information
Management
Social networking & connecting
Email*
Multi-media & entertainment
Online gaming
Personal interest
Shopping
Knowledge & education
News, sport & weather
Personal admin
Planning and organising
Share of daily market face time – split by category
(# minutes per user/day/category)
Base: All smartphone users – Admin (1044), E-mail (948), Gaming (790), Interest (587), Knowledge (1020), Multimedia
(916), News (987), Organise (1050), Shopping (1080), Social (1083) *E-mail for BlackBerry excluded

Mobile360
3G WiFi
Only 40% of the time spent online on mobile is on 3G. Organise is
is the only category bigger on 3G than on WiFi.
21
Distribution in daily application time - 3G versus WiFi
(% of total minutes per category)
Base: All smartphone users 3G|WiFi – Admin (906, 864), E-mail (875, 844), Gaming (689, 670), Interest (385, 446), Knowledge
(877, 848), Multimedia (741, 740), News (869, 804), Organise (958, 842), Shopping (923, 913), Social (1023, 936)
*
3G
WiFi
18 minutes
a day
26 minutes
a day
Total daily
market time
*E-mail for BlackBerry excluded

Mobile360
Data usage
5

Mobile360
BlackBerry users are having the lowest penetration on
using their WiFi connection.
23
Android High iPhoneAndroid Low BlackBerry*
Base: All smartphone users (1109) Android (H|L), Blackberry, iPhone (432|338, 99, 243)
Penetration 3G versus WiFi
(% of total users per OS)
3G
WiFi
97%
of all smartphone
users is using their
3G connection
88%
of all smartphone
users is using their
WiFi connection
Penetration
all users
3G WiFi

Mobile360
iPhone users are the heaviest data users, with a big difference
between 3G and WiFi. BB users use more 3G than WiFi.
24
Base: All 3G users Android (H|L), BlackBerry, iPhone (424|319, 99, 238)
All WiFi users Android (H|L), BlackBerry, iPhone (409|286, 56, 232)
Android High iPhoneAndroid Low BlackBerry*
Mb
Total data used – 3G versus WiFi
(% of total # Mb used per day)
3G WiFi
WiFi counts for a total of
79%
of all market data usage
3GWiFi
Market data usage – 3G vs. WiFi, split by OS
(total # Mb used per day/OS)
Total

Mobile360
Social networking makes the biggest impact on daily
data usage: 30%.
25
Base: All smartphone users (1109)
Total/Day
40
Communication
Entertainment
Information
Management
Mb
Email*
Online gaming
Personal interest
Shopping
Personal admin
Share of daily market data usage – split by category
(# Mb per user/day)
High data usage for Social networking mainly
caused by the Facebook (5 Mb) and
Whatsapp ( 3,9 Mb) applications
System applications
2/3rd of all
Shopping activities
consists of App
Store visits

Mobile360
Tablets
7
Only tablets from iOS are included in
this study.

Mobile360
apps
87%
web
13%
Mobile applications dominate the usage of content on iPads, which
areused it for 22 minutes per day to go online.
27
Total market time spent on
applications versus websites
Excluded System applications
Applications and
online websites
account for an
average of
22
minutes
of market face time per
day for iPad users
Base: All tablet applications & website users (94)

Mobile360
Gaming is already 40% of total time spend online on iPads. This is
even bigger than on smartphones (25%). Main cause: Wordfeud
and Draw Something hype…
28
Base: All tablet users (96)
Communication
Entertainment
Information
Management
Email
Online gaming
Personal interest
Shopping
Personal admin
Share of daily market face time – split by category
(# minutes per user/day/category)
Total/Day
22
mins.
High daily usage for Online Gaming
mainly consist of Wordfeud
(6,3 mins.) and Draw
something (0,7 mins.)
Relatively low daily usage for Multimedia &
Entertainment including
YouTube (0,02 mins.) and
Uitzendinggemist (0,1 mins.)

Mobile360
Apple rules the top 10 apps with pre-installed apps like iOS
Mail, and search engine Google rules the browser. 18% of iPad
owners did not visit the Appstore in the month we measured.
29
Base: All tablet users application|websites (94|94)
app web
webapp
TOP Applications TOP Websites
Top10 most used applications – penetration versus application face time
(% of total users | # minutes per user/day)
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
1.
2.
3.
4.
5.
6.
7.
8.
9.
10.
iOS Mail
apple.AppStore
Wordfeud
Facebook
YouTube
NU
apple.mobilecal
iBooks
apple.Maps
Buienradar
google.nl
google.com
facebook.com
Facebook
accounts.google.com
plusone.google.com
nl.wikipedia.org
youtube.com
m.youtube.com
plus.google.com

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