Telecomunicazioni
New Survey from CEM4Mobile Solutions: Engagement of Lumia 800, iPhone 4S and Samsung Galaxy SII
The research included sample data from 1 December 2011 to 19 February 2012 comprising 24.9 million transactionsfrom 1.8 million users who executed 8.4 million visitswithmobile optimised services in the Nordic countries.
We wanted particularly to understand how equally the devices and their operating systems, Windows Phone, Android and iOS, are engaging their users. We selected the following Key Performance Indicators (KPIs) which all enlighten engagement from different angles:
In addition we analysed usage patterns on WiFi versus mobile data usage and possible differences how well the devices are encouraging their owners to access the services through multiple access channels namely WiFi, Internet APN and WAP Gateway.
Are highlighted in the following table with the best values in bold and underlined:
Based on the KPIs the fiercely competing devices reach the following positions on the engagement podium:
Some Conclusions
Results are awesome and encouraging for Nokia.Lumia took the first positions on all the other than the Return Rate where Samsung was able to reach the pole position. Galaxy users are the most loyal towards to the services and returned in average more than 7 times in the analysed ten weeks period.
Results for Apple were surprisingly lame across all the KPIs. In the light of this survey the flagship products from other vendors have been able to bypass iPhone in terms of service engagement. This may have something to do with the fact that Apple decided to postpone the iPhone 5 launch from 2011.
Lumia users possess the greatest in-service figures, where the Lumia users consumed the highest amount of pages within a visit (3,67) and spent the longest time in the service.
iPhone users are the most aggressive WiFi connection users with total of 65%of users visiting services through wireless hotspots. Lumia is likely to please mobile operators because the users seem to use considerably more mobile network as the access point (57%) compared to iPhone (35%) and Galaxy (51%) users.
This survey didn't seek to measure market shares but the transaction figures show that iPhone is a very popular handset in the Nordic countries. Lumia was released to the market just in December and in the light of the transactions the take up has been good.
Transactions from the mobile applications were not includedto this survey because there was not yet statistically sufficient sample available from Windows applications. From the device engagement point of view things look encouraging for Nokia but as highlighted in our earlier research found at:(http://www.cem4mobile.com/blog/posts/key-mobile-market-trends-ii-mobile-apps-vs-mobile-browsing/) mobile applications produce a higher service loyalty than mobile browsing and thus it is crucialfor Nokia to get enough appealing applications available to the Windows Marketplace and to the end-users handsets.
About CEM4Mobile Solutions
More information about the survey and solution please visit Hall 2, stand 2A70 at Mobile World Congress or contact us at:
CEM4Mobile Solutions Ltd
Kappelitie 6 A
02200 Espoo, Finland
sales@cem4mobile.com
tel: +358(0)9-689-884-88
Product information: http://www.cem4mobile.com
Blog: http://www.cem4mobile.com/blog/
Twitter: http://twitter.com/cem4mobile