DUBLIN--(BUSINESS WIRE)--Research and Markets (http://www.researchandmarkets.com/research/fkn3bf/the_connected_cons) has announced the addition of the "The Connected Consumer Survey 2012: mobile content and applications" report to their offering.
It's critical for mobile operators to capture the next wave of smartphone owners.
Only 62.5% of respondents who own a smartphone are regular users of mobile content and apps. The key challenge is for operators to raise the level of engagement smartphone customers have with these services.
This Report provides:
-an assessment of users' understanding of technologies that impact their consumption
-analysis of mobile content and apps consumption by device type and by handset manufacturer
-recommendations on how to address non-smartphone customers and translate the app phenomenon to feature phones
-an evaluation of the prepaid smartphone opportunity and strategic recommendations on how to capture it
-an in-depth view of mobile content and apps trends by customer segment and age
-a detailed analysis of operators' position in the mobile content and apps market across Europe.
Key Topics Covered:
- Executive summary
- Recommendations
- Introduction
- Denmark, France, Germany, Poland, Spain, UK, USA
- Results: Smartphone users are unsure about which network or OS they use
- A large percentage of consumers are confused about network generations and must be educated about the benefits of LTE and 4G
- Consumers are unsure about which OS they are using which can lead them to try to access incompatible application stores
- The marketing strategy of handset manufacturers affects how aware customers are of which OS they use
- Results: How to encourage consumers to access more mobile content and apps
- Operators should use mobile content and apps to encourage adoption of mobile data services - any direct revenue is merely an added bonus
- The popularity of different categories of services relative to each other is similar across different operating systems
- Vertically integrated smartphone platforms and communication-based apps show the highest level of frequent usage
- Positive consumer satisfaction rates undermine the need for 4G
- Satisfaction rates of mobile Internet users show that reliability is core
- Non-smartphone users who are aware of smartphones, and mobile content and apps are likely to consume these services too
- Results: Mobile content and apps are not the only reason consumers choose smartphones
- Almost half of non-smartphone users do not feel the urge to upgrade to a smartphone
- The prepaid smartphone market is still relatively small
- However, the prepaid smartphone market offers great opportunities for operators
- Mobile content and apps are not necessarily the only drivers for smartphone sales
- Results: Age analysis - a generation gap is emerging
- Customers aged 18 to 35 are driving the smartphone market but 40% of non-smartphone users aged 55+ are considering buying one
- Brand image and available services have more impact than handset specifications on marketing to different age groups
- A generation gap is emerging among heavy users of apps
- Results: Geographical analysis - mobile app usage sets operators apart
- High levels of mobile app adoption do not necessarily translate into significant mobile app usage and revenue
- The UK has the highest adoption rates for mobile social networking and mobile web browsing
- Bouygues Telecom takes the lead in terms of numbers of smartphones and app users in France
- Mobile content and apps usage among smartphone users is limited in Germany
- With more mobile content and apps users than smartphone owners, Poland shows strong potential
- Price-sensitive mobile consumers in Spain are fervent users of IM on mobile
- LTE networks are having little impact in Denmark
- Methodology
- About the author and Analysys Mason
For more information visit http://www.researchandmarkets.com/research/fkn3bf/the_connected_cons