Smartphone User Behavior 2012

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Smarphone User Behavior

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January 2012 Smart Phones New User Paradigms and Behaviors

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Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com Overview: The Smartphone market is currently the fastest-growing segment and it will continue to outpace the overall handset market for the foreseeable future. User friendly platform and evolving user behavior pattern are responsible for its exponential growth. In the past few years Smartphone sales have grown exponentially. In 2011, 472 million Smartphone were sold worldwide. This is expected to rise to 1 billion by 2016. Smartphones now account for 17% of all global mobile handset sales. Particularly in the USA, 43% end-users have Smartphone which is equivalent to France, Germany, Italy, Spain and the UK. Among the four major operating platforms Android leads the market with 47% market share beating Apple's who has 29%. How- ever 57% mobile operating profits are in Apple's basket. The user behavior pattern has also experienced a major shift from voice to data centric in last year and sleek design of handset. Usage and growth in social networking, mobile payments, and many expected other non-voice applications driven by LTE are expected. This research addresses: • • • • • • • • • • Top Smartphones and innovations in 2011 Smartphone user behavior pattern evolution Top smartphone functions for end-users Relationship between mobile growth and smartphone user behaviors Leading demographics (by gender / race / nationality) for usage New dynamics of smartphone user behavior Impact of mobile marketing Relationship of applications market to smartphone user behavior Smartphone business models Actions that stakeholders should take for optimal success in smartphone marketplace Key Findings: • • • • • We project 20% of smartphones will support NFC by 2014 Mobile commerce will become $31 billion business by 2016 We see 74% of mobile search leading to a purchase because of smartphone Mobile marketing spend will reach $56.5 billion in 2015 Statistical snapshots: • 50% smartphone users purchase via mobile • 45% of smartphone users check email constantly throughout the day • 32% of smartphone users check Facebook at least once per day • 78% of Japanese smartphone users browse online from their mobile • 90% of smartphone users search local information in US and Japan • 76% of smartphone users utilize location check-in services • 56% of smartphone usage is with applications • 60% of end-users connect to social networks via mobile

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Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com Audience: • • • • • • • • Mobile network operators Handset and mobile device manufacturers Infrastructure providers (equipment, software, and services) Content providers and intermediaries Semiconductor manufacturers Mobile commerce application and service providers Mobile applications developers (general) Brands, advertisers, portals, and media companies Table of Contents: 1.0 EXECUTIVE SUMMARY 18 2.0 INTRODUCTION 21 2.1 WHAT IS SMARTPHONE? 21 2.2 WHAT MAKES A SMARTPHONE SMART - KEY SMART- PHONE FEATURES? 22 2.3 HISTORY OF SMARTPHONE 23 2.3.1 EARLY YEARS & THE FIRST SMARTPHONE 23 2.3.2 SYMBIAN 24 2.3.3 PALM, WINDOWS, AND BLACKBERRY 25 2.3.4 IPHONE 27 2.3.5 ANDROID 29 2.3.6 BADA 30 31 2.4 MOBILE PHONE GROWTH AND SMARTPHONE 3.0 TOP TEN SMARTPHONES 2011 32 3.1 NUMBER 1: SAMSUNG GALAXY S II 32 3.2 NUMBER 2: MOTOROLA DROID BIONIC ON VERI- ZON 33 3.3 NUMBER 3: T-MOBILE LG G2X 34 3.4 NUMBER 4: APPLE IPHONE 4 34 3.5 NUMBER 5: HTC EVO 3D 35 3.6 NUMBER 6: HTC THUNDERBOLT 36 3.7 NUMBER 7: SONY ERICSSON XPERIA PLAY 37 37 3.8 NUMBER 8: GOOGLE NEXUS S AND 4G 3.9 NUMBER 9: HP PRE 3 38 3.10 NUMBER 10: DELL VENUE PRO 39 4.0 TOP 10 SMARTPHONE INNOVATIONS OF 2011 40 4.1 PROCESSORS 40 4.2 4G 42 4.3 ANDROID ICE CREAM SANDWICH, IOS5... AND WP7 MANGO 42 4.4 SIRI 44 4.5 HTML5 AND THE DEATH OF ADOBE FLASH FOR MO- BILE 45 4.6 NEAR FIELD COMMUNICATION (NFC) AND THE LAUNCH OF GOOGLE WALLET 46 4.7 DLNA AND WIFI DIRECT IN SMARTPHONES 47 4.8 MIRASOL SCREEN TECHNOLOGY 48 4.9 NOKIA'S LONG-AWAITED COMEBACK AND AMAZON'S MOBILE DEBUT 49 4.10 BEST OF THE REST 51 5.0 SMARTPHONE USER BEHAVIOR AND FUTURE TREND 54 5.1 UNDERSTANDING SMARTPHONE USER BEHAVIOR & KEY INSIGHTS 54 5.2 SMARTPHONE USERS MORE DIGITALLY ACTIVE 56 5.3 GLOBAL COUNTRY FACTS: THE SMARTPHONE USER & THE MOBILE MARKETER 57 5.4 USING GOOGLE ANALYTICS TO UNDERSTAND SMART- PHONE USER BEHAVIOR 58 5.5 MOBILE EXPERIENCE AND MOBILE CONSUMER PREF- ERENCE INDICATOR 60 5.6 SMARTPHONE CONSUMER BEHAVIOR: FEW INTEREST- ING FACT 61 5.7 EVOLVING USER BEHAVIOR WILL PROPEL MOBILE SEARCH 62 5.7.1 MOBILE USABILITY AND MOBILE SEARCH BEHAV- IOR 63 5.7.2 BETTER SEARCH APPLICATIONS WILL LEAD SEARCH BEHAVIOR 64 5.7.3 COMPARISON SHOPPING CAN TAKE A PEAK 64 5.7.4 PHONE REPLACE THE LAPTOP 64 5.7.5 NOT YET THE TIPPING POINT 65 5.7.6 ENTER MOBILE SEARCH FIELD 66 5.8 SMARTPHONE USER BEHAVIOR AND MOBILE EMAIL STRATEGY SHIFT 66 6.0 SMARTPHONE MARKET SHARE 67 6.1 SMARTPHONE MARKET SHARE 67 6.2 MARKET SHARE BY OPERATING PLATFORM 68 6.3 CUSTOMER LOYALTY BY OPERATING PLATFORM 6.4 MARKET SHARE BY MANUFACTURER 71 6.5 US MANUFACTURER MARKET SHARE ANALYSIS 6.6 CUSTOMER LOYALTY BY MANUFACTURER 74 6.7 GLOBAL HANDSET MARKET SHARE ANALYSIS 70 72 74 6.8 APPLE VS. ANDROID BATTLE CONTINUES... 76 6.9 SMARTPHONE MARKET SHARE, ANDROID & GLOBAL MARKET FOCUS 2012 77 6.10 ANDROID: 2012 EXPECTATION 80 6.11 4G, LTE, & WIMAX SMARTPHONE, 3G EXPLOSION IN 81 ASIA, AND 245 MILLION HANDSET SHIPMENTS IN 2016 7.0 FUTURE OF SMARTPHONE IN 5-10 YEARS 83 7.1 NEXT GEN MOBILE: THE FUTURE IS PMC (PERSONAL MOBILE COMPUTER) 83

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Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com 7.2 FLEXIBLE SMARTPHONE DESIGNS 83 7.3 WRISTWATCH PHONES 84 7.4 NFC CHIPS IN SMARTPHONE HARDWARE 85 7.5 AUGMENTED REALITY 86 7.6 ARTIFICIAL INTELLIGENCE 86 7.7 POWERFUL CHIPSETS 87 7.8 GOING GREEN 87 7.9 SMARTPHONES: THE FUTURE OF SATELLITE RADIO, A SIRIUS XM CASE 88 8.0 SMARTPHONE GROWTH AND TOP FUNCTIONS 90 8.1 TOP 10 ESSENTIAL SMARTPHONE FUNCTIONS: TEX- TING HAS CLEAR LEAD 90 8.2 DATA USAGE BY MOBILE OPERATING SYSTEM: 89% Y-- O-Y 90 8.3 43% YOY DATA COSTS DROP 91 8.4 SMARTPHONES: 68% OF IMPRESSIONS 92 8.5 NEXT SMARTPHONE, ANDROID OR IOS? 93 8.6 ANDROID GETS HALF OF SALES 93 8.7 APPLE IOS HAS MORE SHARE OF ALL DEVICES 94 8.8 US NON-COMPUTER TRAFFIC 2011 95 8.9 MUSIC LISTENING UP 14%, SURFING UP 6% 96 8.10 MOBILE SOCIAL NETWORKING UP 10% 96 8.11 CONTENT USAGE: ALL GROWTH SOLID BETWEEN 5%- 10% 97 8.12 76% USE LOCATION CHECK-IN SERVICES 98 8.13 PHONE VIDEO VIEWING EQUAL WITH IN-CAR 98 9.0 MOBILE INTERNET, SMARTPHONE AND USER BEHAV- IOR 100 9.1 123% GROWTH IN MOBILE PURCHASING 2009 VS. 2010 100 9.2 MOBILE BANKING, NAVIGATION TO GROW 2011 9.3 DEVICE "LOOK" AND BRAND ARE INFLUENTIAL 100 101 9.4 TABLETS USERS ARE ONLINE SHOPPERS 102 9.5 TABLET OWNERS MAKE MORE PURCHASES 103 103 9.6 HALF MAKE PURCHASES WITH A SMARTPHONE 9.7 25% WOULD PAY FOR GROCERIES 104 9.8 SECURITY OF MOBILE-PAY A BIG CONCERN 105 9.9 MOBILE BROWSING IN-STORE GROWS 78% 105 10.0 MOBILE PEOPLE AND SMARTPHONE USER BEHAV- IOR 107 10.1 MEN DOUBLE MOBILE PURCHASING Y-O-Y 107 10.2 FEWER WOMEN PURCHASE, BROWSE 107 10.3 BOTH GENDERS CLICKING MORE ADS 108 10.4 HISPANICS HAVE HIGHER MOBILE USE 109 10.5 HISPANICS SEARCH MORE VIA MOBILE 110 10.6 HISPANICS SEARCH MORE VIA MOBILE 110 10.7 GROWING UP DIGITAL, KIDS IMPACT USAGE 10.8 FAMILIES, YOUNG ADULTS EQUAL BOOMERS 10.9 MOBILE SHOPPERS ARE YOUNG, WEALTHY 113 10.10 YOUNG REACT MORE FREQUENTLY TO ADS 113 10.11 61% OF M-RETAIL SHOPPERS ARE UNDER 35 111 112 114 10.12 13.1 MILLION MOBILE CONSUMERS PERFORM MOBILE RETAIL 115 10.13 YOUNGER SHOPPERS RECOMMEND VIA SMS 11.0 SMARTPHONE USER BEHAVIOR PARADIGM SHIFT 11.1 GENERAL SMARTPHONE USAGE 117 11.1.1 89% EMBEDDED SMARTPHONE INTO DAILY LIFE 115 117 117 11.1.2 SMARTPHONE: A CONSUMER'S ALWAYS-ON COMPAN- ION - 93% USE AT HOME 118 11.1.3 SMARTPHONE AS POCKET PCS: 81% BROWSE INTER- NET 118 11.1.4 72% USE WHILE CONSUMING OTHER MEDIA 119 11.1.5 SMARTPHONE USERS MULTI-TASK: 59% USE WHILE WAITING IN LINE 119 11.1.6 SMARTPHONE HELP US WITH OUR DAILY LIVES: 89% STAY CONNECTED 120 11.1.7 WHAT WE'RE WILLING TO EXCHANGE FOR INTERNET USAGE ON SMARTPHONE: 53% WITH BEER 120 11.2 ACTION ORIENTED SEARCHERS 120 11.2.1 SEARCH IS THE MOST VISITED WEBSITE: 77% ON SEARCH ENGINE 120 11.2.2 SMARTPHONE SEARCHERS LOOK WIDE VARIETY OF INFORMATION: 51% DINNING 121 11.2.3 SEARCHERS SEEK QUICK AND CONVENIENT INFORMA- TION: 89% URGENCY 122 11.2.4 90% TAKE ACTION ON SMARTPHONE SEARCH 122 11.2.5 59% SEARCHERS PURCHASE 123 11.3 LOCAL INFORMATION SEEKERS 123 11.3.1 95% LOOK LOCAL INFORMATION 123 11.3.2 LOCAL INFORMATION SEEKERS ARE READY TO BUY: 44% PURCHASE 124 11.3.3 VARIETY OF ACTIONS TAKEN AFTER ACCESSING LO- CAL CONTENT 124 11.3.4 NEARLY ALL LOCAL INFORMATION SEEKERS TAKE AC- TION WITHIN A DAY 125 11.4 PURCHASE DRIVEN SHOPPERS 125 11.4.1 MOBILE TRANSFORMING EVERYDAY SHOPPING BEHAV- IOR 125 11.4.2 79% RELY ON SMARTPHONE TO HELP WITH SHOP- PING 126 11.4.3 70% USE WHILE SHOPPING IN-STORE 126 11.4.4 SMARTPHONE ARE AN INTEGRAL PART OF MULTI- CHANNEL PURCHASE PROCESS 127 11.4.5 MAJORITY OF SMARTPHONE SHOPPERS PURCHASE 127 11.4.6 27% PURCHASE BY VIA MOBILE WEBSITE 128 11.4.7 22% PURCHASE VIA APPS 128 11.4.8 SHOPPERS SPENT ROUGHLY $300 129 11.5 REACHING THE SMARTPHONE USERS 129 11.5.1 CROSS MEDIA EXPOSURE INFLUENCE MOBILE SEARCH: 61% WORD OF MOUTH 129 11.5.2 71% SEARCH BECAUSE OF AD 130 11.5.3 A VAST MAJORITY NOTICE MOBILE AD: 82% ON SMART- PHONE 130 11.5.4 HALF TAKE ACTION WHO SEE A MOBILE AD: 42% CLICK ON AD 131 12.0 SMARTPHONE PARADIGM SHIFT AND MOBILE MARKET- ING PREDICTION 132 12.1 MARKETING SPEND TO REACH $56.5 BILLION IN 2015 132 12.2 LOCAL MOBILE ADS: 51% SHARE BY 2015 132 12.3 1,342% GROWTH IN RETAIL, RESTAURANTS 133 Table of Contents (cont.)

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Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com 12.4 12.5 92% OF AD SPEND AT NATIONAL LEVEL 134 $100M FOR LOCAL MOBILE PROMOTIONS 135 135 136 12.6 12.7 12.8 12.9 12.10 43% OF MARKETERS USING MOBILE CHANNEL 128% GROWTH IN CAMPAIGNS OVER 2 YEARS SMARTPHONE OWNERS SEE 5X MORE ADS 137 30% OF CAMPAIGNS FOCUSED ON LEADS 137 APPLE IOS HAS DOUBLE CTR OF ANDROID 138 12.11 26% DRIVE TO APP DOWNLOADS 139 12.12 MOBILE-SOCIAL ACTION MIX UP 39% M-O-M 139 12.13 12.14 12.15 12.16 12.17 13.0 13.1 13.1.1 13.1.2 SOCNET CONVERGENCE HIGHER FROM TWITTER 140 TARGETED ADS UP; LOCAL AT 56% 141 IMPRESSIONS: ANDROID- 53%, IOS- 28% 141 BY BRANDED CARRIER, VERIZON HAS 19% 142 BY MANUFACTURER, APPLE HAS 33% 143 MOBILE APPS USAGE: THE NEXT PARADIGM 144 10 APPS TO WATCH 144 THE DAILY 144 GE.TT 144 13.1.3 GETGLUE 145 13.1.4 BIZZY 146 13.1.5 FLIPBOARD 147 13.1.6 KIK 147 13.1.7 SHOPKICK 148 13.1.8 PATH 149 13.1.9 INSTAGRAM 150 13.1.10 GROUPME 151 13.2 TOP 10 DOWNLOADED MOBILE APPS 2011 152 13.3 TOP 10 ANDROID APPS 2011 152 13.3.1 NETFLIX 153 13.3.2 SNAPTAX 153 13.3.3 THUMB KEYBOARD 153 13.3.4 GOOGLE CURRENTS 153 13.3.5 GOOGLE WALLET 153 13.3.6 GOOGLE+ APP 154 13.3.7 AMAZON MP3 154 13.3.8 WORLD OF GOO 154 13.3.9 JUST IN CASE 154 13.3.10 GOOGLE MUSIC 154 13.4 TOP 10 IOS APPS 2011 155 13.4.1 TWEETBOT 155 13.4.2 HBO GO 155 13.4.3 W.E.L.D.E.R. 155 13.4.4 SUPER 8 156 13.4.5 GRAND THEFT AUTO 3 156 13.4.6 SONGZA 156 13.4.7 INFINITY BLADE II 156 13.4.8 INSTACAST 156 13.4.9 MIXEL 157 13.4.10 AIRPORT UTILITY 157 13.5 10 MOBILE APPLICATION TRENDS FOR 2012 157 13.5.1 LOCATION BASED SERVICES (LBS): 1.4 BILLION USERS IN 2014 158 13.5.2 MOBILE SOCIAL NETWORKING 159 13.5.3 MOBILE SEARCH 159 13.5.4 MOBILE COMMERCE 160 13.5.5 MOBILE PAYMENT 161 13.5.6 CONTEXT AWARE SERVICE 161 13.5.7 OBJECT RECOGNITION (OR) 162 13.5.8 MOBILE INSTANT MESSAGING (MIM) 163 13.5.9 MOBILE E-MAIL 163 13.5.10 MOBILE VIDEO 164 13.6 APPS DOMINATE ANDROID USER TIME 165 13.6.1 56% OF DAILY SMARTPHONE TIME WITH APPS 165 13.6.2 MESSAGING BEATS PHONE CALLS 165 13.6.3 ORGANIC DISCOVERY LESS LIKELY FOR BRAND APPS 165 13.6.4 OTHER FINDINGS 166 13.6.5 APPS DRIVE DATA GROWTH 167 13.7 MOBILE APP USE RISES AT NIGHT 167 13.8 VOICE DROPS QUICKER THAN MESSAGING 168 13.9 LIVING AFTER MIDNIGHT: 25% APPS SHARE AT 3 AM 168 14.0 SMARTPHONE USER NEWS BEHAVIOR OF NEXT GEN- ERATION 169 14.1 BRAND OF SMARTPHONE USE 169 14.2 NON-VOICE CALL USES OF PHONES 169 14.3 PERCENTAGE OF A NEWS ARTICLE 170 14.4 FREQUENCY OF USE EXCLUDING VOICE CALLS 170 14.5 MULTITASKING: EXCLUDING VOICE CALLS 170 14.6 CONSUMING DIFFERENT TYPES OF INFORMATION 170 14.7 CONSUME NEWS 170 14.8 PREFERENCES FOR CONSUMING NEWS 170 14.9 TYPES OF NEWS 171 15.0 SMARTPHONE: CHANGING PARADIGM OF DIGITAL ME- DIA 172 15.1 MOBILE GAMING VS. CONSOLE 172 15.2 PHOTOGRAPHY 173 15.3 DIGITAL DISTRIBUTION AND APPSTORE 174 15.4 GLOBAL HEALTH: SMARTPHONE TO MICRO- SCOPES 175 15.5 SOCIAL NETWORKING ON MOBILE 176 15.6 ENTERTAINMENT 177 16.0 SOCIAL MEDIA: AN EVOLVING PARADIGM OF SMART- PHONE 178 16.1 FACEBOOK 178 16.1.1 A FACEBOOK SMARTPHONE? WHY? 178 16.1.2 FACEBOOK, HTC WORK ON SMARTPHONE 179 16.1.3 THE FACEBOOK SMARTPHONE APP CRAZE 180 16.1.4 THE HTC'S STATUS: DEDICATED FACEBOOK BUT- TON 181 16.1.5 MOBILE APPS VS. MOBILE WEB: 33% POSTING IS MO- BILE 183 16.2 GOOGLE +: BEST SMARTPHONE INTEGRATION OF ANY SOCIAL NETWORK 184 16.2.1 GOOGLE PLUS SMARTPHONE: NEXT GEN PHONE 185 16.3 TWITTER 186 16.3.1 SMARTPHONE ADOPTION: RIM LEADS IN CASE OF TWITTER. 187 16.3.2 TWITTER IS A FORM OF ENTERTAINMENT 188 Table of Contents (cont.)

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Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com 16.3.3 GLOBAL AUDIENCE TO TWITTER.COM DOUBLES IN 2011, AS LATIN AMERICAN AUDIENCE GROWS FOUR- FOLD 189 16.3.4 INDONESIA, BRAZIL AND VENEZUELA BOAST HIGHEST TWITTER PENETRATION IN THE WORLD 190 16.3.5 SMARTPHONES DRIVE MOBILE TWITTER ADOPTION IN U.S. AND EUROPE 190 16.4 GROUPON 191 16.5 SKYPE 192 16.6 FOURSQUARE AND GOWALLA 192 16.7 LINKEDIN 193 16.8 FLICKR 194 16.9 MOBILE SOCIAL NETWORKING 196 16.9.1 MOBILE SOCIAL NETWORKING BOOMS 196 16.9.2 MOBILE DATA USAGE SKYROCKETS: 10-FOLD IN- CREASE IN 2015 197 16.9.3 7 IN 10 MOBILE SOCIAL NETWORKERS POST STATUS UPDATES 198 16.9.4 MOBILE FACEBOOK AUDIENCE NEARS 60M: 50% A CLEAR LEAD 199 16.9.5 3 IN 5 US SMARTPHONE USERS ACCESS SOCNETS 200 16.9.6 EUROPEAN SMARTPHONE USERS FOLLOW SIMILAR SOCNET TREND 201 16.9.7 7 IN 10 US CONSUMERS PREFER PERSONALIZED OF- FERS 201 16.9.8 WOMEN RULE SOCIAL MEDIA 202 17.0 SMARTPHONE: LATEST INDUSTRY TREND 203 17.1 INTEL MOVING INTO SMARTPHONE 203 17.2 MOTION CONTROLLED GADGET: SWIVL IN SMART- PHONE 203 17.3 SONY'S NEW SMARTPHONE, THE XPERIA S 205 17.4 UBUNTU LINUX MOBILE - AN ALTERNATIVE TO GOOGLE ANDROID 205 17.5 LG OPTIMUS 3D AND NOKIA X7 BATTLE 206 17.6 RIM TAKEOVER BUZZ: MICROSOFT, NOKIA AND AMA- ZON ARE INTERESTED 207 17.7 KASPERSKY LAB AND TAG HEUER PARTNERSHIP FOR TAG HEUER MOBILE SECURITY IN THE LUXURY SEG- MENT 208 17.8 HTC EDGE - THE FIRST SMARTPHONE WITH QUAD- CORE PROCESSOR 209 209 17.9 NEW 4G DEVICE OF SAMSUNG AND SMARTMBS 17.10 AMAZON PREPARES A SMARTPHONE WITH FOX- CONN 210 17.11 NOKIA SELLS LUXURY DIVISION VERTU 211 17.12 IPHONE 4S COULD BE BANNED IN EUROPE 212 18.0 SMARTPHONE MANUFACTURER BUSINESS MODEL 214 18.1 VERTICALLY INTEGRATED MODEL 214 18.2 ADVERTISING & APPS WITH OPEN PLATFORM 214 18.3 LICENSE FEES 215 19.0 SMARTPHONE: BUSINESS MODEL FOR TELECOMS 216 19.1 PRICE DIFFERENTIATION 216 19.2 A TWO-SIDED MARKET 216 19.3 NETWORK NEUTRALITY 217 19.4 COMMISSIONS 218 19.5 COMMISSION ON THE SALES OF DEVICES 218 19.6 MOBILE PAYMENTS 218 19.7 M2M 219 19.8 THE CLOUD 219 20.0 CONCLUSIONS AND RECOMMENDATIONS 221 20.1 RECOMMENDATION FOR MANUFACTURER 222 20.1.1 FOCUS FUNCTIONAL CREATIVITY 222 20.1.2 EMBRACE BUSINESS MODEL SHIFT 224 20.1.3 FOCUS SECURITY ISSUE 224 20.1.4 BRING BETTER SEARCH FUNCTIONALITY 225 20.1.5 DEVICE PROVISIONING 'OVER THE AIR' 226 20.2 RECOMMENDATION FOR TELECOM 226 20.2.1 DEVELOP MUTUALLY BENEFICIAL BUSINESS MODEL 226 20.2.2 MONETIZE LOCAL TRAFFIC 226 20.2.3 INCORPORATE LOCAL AD MARKETING PLATFORM 226 20.3 RECOMMENDATION FOR BRAND 227 20.3.1 HAVE MOBILE OPTIMIZED SITE 227 20.3.2 BUILD MOBILE SOCIAL STRATEGY 227 20.3.3 MAKE THINGS EASY TO SHARE THE LOVE 227 20.3.4 MOBILIZE EVERYTHING 228 20.4 RECOMMENDATION FOR END USER 228 20.4.1 PROTECT THE SMARTPHONE ITSELF 228 20.4.2 BACKUP YOUR COOL DATA 229 20.4.3 BE CAREFUL WHEN YOU WI-FI 229 20.4.4 BROWSE WISELY 229 20.4.5 CLEAR YOUR CACHE 229 20.4.6 FIND YOUR LOST SMARTPHONE 230 20.4.7 THINK ABOUT YOUR APPS 230 20.4.8 BE AWARE OF YOUR SURROUNDINGS 230 20.4.9 CHECK YOUR INVOICE 230 20.4.10 DON'T THROW AWAY YOUR SMARTPHONE 231 Table of Contents (cont.)

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Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com Figure 1: Group of smartphones 21 Figure 2: Key Smartphone features 22 Figure 3: The first smartphone 24 Figure 4: The Nokia 9210 Communicator-Symbian 2000 model smartphone 25 Figure 5: Nokia Lumia 800 - Windows Phone 7.5 Smart- phone 27 Figure 6: The original iPhone - June 2007 29 Figure 7: Galaxy Nexus, the latest "Google phone in Android 4.0" 30 Figure 8: Samsung Galaxy S II leads the pack 33 Figure 9: Motorola Droid Bionic 33 Figure 10: T-Mobile LG G2X 34 Figure 11: Apple iPhone 4 35 Figure 12: HTC EVO 3D smartphone 36 Figure 13: HTC ThunderBolt 36 Figure 14: Sony Ericsson Xperia Play 37 Figure 15: Google Nexus S 38 Figure 16: HP Pre3 39 Figure 17: Windows Phone 7 on the Dell Venue Pro 39 Figure 18: Nvidia's Tegra 2 41 Figure 19: 3G vs. 4G visual speed comarison 42 Figure 20: iCloude set up screen in Smartphone 43 Figure 21: Face recognition features on Samsung Galaxy Nexus 44 Figure 22: Siri speech recognition user front 45 Figure 23: P2P mash up architecture through WiFi 48 Figure 24: Mirasol display on The Kyobo e-Reader 49 Figure 25: Demography of sleek design of Lumia 800 50 Figure 26: Amazon's move in mobile appstore 51 Figure 27: Lytro light-field camera experience 51 Figure 28: Biometrics face unlock on Smartphone 52 Figure 29: Google infographic on smartphone usage in United States 55 Figure 30: Google infographics on smarphone user purchase behav- ior 55 Figure 31: Digital communication Smartphone vs. Non-smartphone user 56 Figure 32: Using the Advanced Segments feature of Google Ana- lytics 59 Figure 33: Check the option for Mobile Traffic and click Apply 59 Figure 34: Review the Bounce Rate for all Visits and Mobile Traffic. There is a 7 point difference in this example 60 Figure 35: 2011 Operating Profit Share of Mobile Industry 68 Figure 36: 2011 worldwide Smartphone Market Share by Operating System 69 Figure 37: Smartphone Quantity Market Share by Operating System 2009- 2011 70 71 Figure 38: Quantity market shares by Manufacturer Figure 39: US Market Share by Manufacturer 73 Figure 40: Smartphone Customer Satisfaction Index in 1000 score 74 Figure 41: Smartphone platform market share prediction 2012 78 Figure 42: Smartphone Manufacturer Market Share prediction 2012 78 Figure 43: Flexible displays: could help balance the demand for 84 screen real estate with pocketable device size Figure 44: Nokia's Morph 85 Figure 45: Layar provides augmented reality today 86 Figure 46: Top 10 essential smartphone functions 90 Figure 47: Data Usage in MB by Mobile Operating System: Average MB per user 91 Figure 48: Smartphone Data: Effective Cost per MB 92 Figure 49: Connected Devices, Category Mix, % Share: April 2011 92 Figure 50: Desired OS of Next Smartphone: % of consumers who plan to purchase new smartphone 93 Figure 51: U.S. Smartphone Market Share, % of US mobile phone subscribers in March 2011 94 Figure 52: Apple iOS v. Android OS across All Mobile Devices, Total base (000) / % of subscribers 95 Figure 53: U.S. Non-Computer Device Traffic % share, May 2011 95 Figure 54: Mobile Content Usage 96 Figure 55: Mobile Content Usage 97 Figure 56: Mobile Content Usage 97 Figure 57: Devices Used to Watch Video Content in 1Q 2011: % of U.S. mobile phone subscribers 98 Figure 58: Devices Used to Watch Video Content in 2011, % of U.S. households 99 Figure 59: Consumer Trend in Mobile Purchases, % of consumers making 1 or more m-purchase 100 Figure 60: Consumer Mobile Platform Activities 2010 v. 2011, % of respondents 101 Figure 61: Mobile Purchase Influencers in Mature Markets May 2011, % of respondents 102 Figure 62: Online Shopping via Mobile Device May 2011, % of re- spondents 102 Figure 63: Online Purchases via Mobile Device May 2011, % of re- spondents making a purchase in past six months 103 Figure 64: Consumer Smartphone Usage May 2011, % of respon- dents 104 Figure 65: Smartphone as Payment System Q1 2011, % of respon- dents 104 Figure 66: Smartphone as Payment System Q1 2011, % of respon- dents 105 Figure 67: In-store Mobile Product Browsing 2009-2010, % of US consumers 106 Figure 68: Mobile Purchases by Men 2009-2010, % of men making 1 or more m-purchase 107 Figure 69: Mobile Browsing by Men 107 Figure 70: Mobile Purchases by Women 2009-2010, % of women making 1 or more m-purchase 108 Figure 71: Mobile Browsing by Women 108 Figure 72: Mobile Ad CTR, by Gender, Income April-May 2011, % of total users 109 Figure 73: Mobile Ad CTR, by Gender, Income April-May 2011, % of total users 109 Figure 74: Mobile Device Use by Hispanics April 2011, % of respon- dents, n=24,754 110 Figure 75: Mobile Device Use for Internet Search April 2011, % of respondents, n=24,754 111 Figure 76: Internet Use by Household Income April 2011, % of households 112 Figure 77: Current Family Marketplace April 2011, % of households 112 List of Figures

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Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com Figure 78: Mobile Retail Users, by Income 2010 Study, % of audi- ence 113 Figure 79: Reaction to Mobile Advertising, by Age Q1 2011, % of audience 114 Figure 80: Mobile Retail Users, by Age 2010 Study, % of audience 114 Figure 81: Mobile Retail Users, by Access Method 2010 Study, Audi- ence in millions 115 Figure 82: Method of Product Recommendation 2011 Study, % of respondents 116 Figure 83: 89% Embedded Smartphone into Daily Life 117 Figure 84: Smartphone: A Consumer's Always-on Companion - 93% Use at Home 118 Figure 85: Smartphone as Pocket PCs: 81% Browse Inter- net 118 Figure 86: 72% Use While Consuming Other Media 119 Figure 87: Smartphone Users Multi-task: 59% Use While Waiting in Line 119 Figure 88: Smartphone Help Us with Our Daily Lives: 89% Stay Con- nected 120 Figure 89: What We're Willing to Exchange for Internet Usage on Smartphone: 53% with BEER 120 Figure 90: Search is The Most Visited Website: 77% On Search En- gine 121 Figure 91: Smartphone Searchers Look Wide Variety of Information : 51% Dinning 121 Figure 92: Searchers Seek Quick and Convenient Information: 89% Urgency 122 Figure 93: 90% Take Action on Smartphone Search 122 Figure 94: 59% Searchers Purchase 123 Figure 95: 95% Look Local Information 123 Figure 96: Local Information Seekers Are Ready to Buy: 44% Pur- chased 124 Figure 97: Variety of Actions Taken after Accessing Local Content 124 Figure 98: Nearly All Local Information Seekers Take Action within a Day 125 Figure 99: Mobile Transforming Everyday Shopping Behav- ior 125 Figure 100: 79% Rely on Smartphone to Help with Shop- ping 126 Figure 101: 70% Use While Shopping in-store 126 Figure 102: Smartphone Are an Integral Part of Multi-channel Pur- chase Process 127 Figure 103: Majority of Smartphone Shoppers Purchase 127 Figure 104: 27% Purchase by Via Mobile Website 128 Figure 105: 22% Purchase Via Apps 128 Figure 106: Shoppers Spent roughly $300 129 Figure 107: Cross Media Exposure Influence Mobile Search: 61% Word of Mouth 129 Figure 108: 71% Search Because of Ad 130 Figure 109: A Vast Majority Notice Mobile Ad: 82% on Smart- phone 130 Figure 110: Half Take Action Who See a Mobile Ad: 42% Click on Ad 131 Figure 111: U.S. Mobile Marketing Spend 2010 v. 2015, US$ millions 132 Figure 112: Local vs. National Ad Spend in Mobile 2010-2015, US$ billions 133 Figure 113: Verticals Growth in Mobile Campaigns Q1 2010 v. Q1 2011, % growth 134 Figure 114: U.S. Mobile Marketing: Advertising 2010 Totals, US$ millions 134 Figure 115: U.S. Mobile Marketing: Promotions 2010 Totals, US$ millions 135 Figure 116: Mobile Marketing Adoption May 2011, % of respon- dents 136 Figure 117: Category Share in Mobile Display Ads 3-month average share ending March 2011, US mobile subscribers 136 Figure 118: Smartphone, Feature Phone Service Penetration 3- month average share ending March 2011, US mobile subscrib- ers 137 Figure 119: Mobile Advertiser Campaign Goals April 2011, % of cam- paigns 138 Figure 120: Click-Through Rates by Mobile OS May 2011, % of users 138 Figure 121: Mobile Advertiser Campaign Destination Goals April 2011, % of campaigns 139 Figure 122: Post-Click Action Campaign Mix April 2011, % of cam- paigns 140 Figure 123: Social Media Usage by Location June 2011, % of respon- dents 140 Figure 124: Mobile Campaign Targeting Mix April 2011, % of cam- paigns 141 Figure 125: Device OS Mix April 2011, % of campaigns 142 Figure 126: Device Carrier Mix April 2011, % of cam- paigns 142 Figure 127: Top Manufacturers of Mobile Devices April 2011, % of campaigns 143 Figure 128: The Daily Apps Display on iPad 144 Figure 129: User Interface of Ge.tt Apps 145 Figure 130: GetGlue Apps 146 Figure 131: Bizzy Apps Front 146 Figure 132: Flipboard News Apps 147 Figure 133: Kik Social Apps 148 Figure 134: ShopKick Apps 149 Figure 135: Path Networking Apps 150 Figure 136: Instagram Apps 151 Figure 137: GroupMe Apps 151 Figure 138: LBS Dynamics 158 Figure 139: Mobile social networking 159 Figure 140: Mobile Search Demo 160 Figure 141: Mobile Commerce 160 Figure 142: Mobile Payment 161 Figure 143: Context Aware Service 162 Figure 144: Object Recognition (OR) 162 Figure 145: Mobile Instant Messaging (MIM) 163 Figure 146: Mobile e-mail 164 Figure 147: Mobile Video 164 Figure 148: 56% of Daily Smartphone Time with Apps 165 Figure 149: Organic Discovery Less Likely for Brand Apps 166 Figure 150: Use of Smartphone vs. Time of Day - Relative 167 Figure 151: Use of Smartphone vs. Time of Day - Absolute 168 Figure 152: Types of Smartphone students use 169 List of Figures (cont.)

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Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com Figure 153: Smartphone camera usage is way up in casual applica- tions. 174 Figure 154: Smartphone to Microscopes 176 Figure 155: Facebook on a BlackBerry 178 Figure 156: HTC Status has a Facebook button below the key- board 182 Figure 157: Mobile Facebook Posting Clients 183 Figure 158: Mobile Posting to Facebook 183 Figure 159: Hangouts on Mobile Phone 185 Figure 160: Sample Google Plus Phone Infographics 186 202 203 Figure 171: Which Type of Offer Would You Prefer? Figure 172: Medfield Enabled Phone of Intel Figure 173: Swivl in Smartphone 204 Figure 174: Swivl in hand 204 Figure 175: Sony Xperia S 205 Figure 176: ubuntu Logo 206 Figure 177: LG Optimus 3D and Nokia X7 207 Figure 178: Amazon kindle phone concept 211 Figure 179: NOKIA Vertu Image 212 List of Figures (cont.) Figure 161: Mobile phone feature priorities of iPhone users compared to all mobile phone users, % of US users ranking a feature in their top four. 188 Figure 162: Twitter awareness and usage among US PC users 189 Figure 163: LinkedIn worldwide members 2011 194 Figure 164: The UI of Flickr Android Apps 195 Figure 165: Most Popular Cameras in the Flickr Commu- nity 196 Figure 166: Mobile Social Networking Audience and Access 2011 197 Figure 167: Average Monthly Data Usage for US Smartphone Us- ers 198 Figure 168: % reach of Facebook and Twitter Among Smartphone Audiences 2011 200 Figure 169: US Smartphone Users (000) that Accessed Social Net- working/Blog 200 Figure 170: Europe Smartphone Users (000) that Accessed Social Networking/Blog 201 List of Tables Table 1: Top US Mobile OEM's % of Subscriber Share 76 Table 2: Top Smartphone Platform's % of subscriber share 77 Table 3: Smartphone shipment & growth 2011-2016 79 Table 4: Top 10 Downloaded Mobile Apps 2011 152 Table 5: Twitter Penetration Among Mobile Smartphone Users 191 Table 6: Smartphone activities: % of adult smartphone owners who use their phones to do different social activi- ties 193 Table 7: Worldwide Distribution by industry 2011 194 Table 8: Mobile Social Networking Activities 2011 199

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Order Form Report Title Smartphones: New User Paradigms and Behaviors License Type First Name Company Family/Surname Position Address FAX Country Telephone Post Code Email Expiration Date (MM/YY) Cardholder’s name Billing Address Postcode CV Code Signature Country Date Order Type Order by FAX at 1 877 646 3266 Card Number Signature Online Ordering Customers can order online by visiting report web page: www.mindcommerce.com/Publications/Smartphone_UserParadigmBehavior.php Tel/FAX: 1-877-MINDCOM (646-3266) Email: info@mindcommerce.com www.mindcommerce.com Single User License …………..... $ 1,995 USD Team License (2-5 people) …… $ 2,865 USD Company-wide License…… $ 4,995 USD Other Licensing options available: Contact Mind Commerce

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