Research and Markets: The Connected Consumer Survey 2012: Mobile Content and Applications

DUBLIN--()--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

Contacts

Research and Markets
Laura Wood, Senior Manager
press@researchandmarkets.com
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Telecommunications and Networks

Contacts

Research and Markets
Laura Wood, Senior Manager
press@researchandmarkets.com
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Telecommunications and Networks