ZOKEM – GSMA

MOBILE APPLICATION SCAN REPORT

UK-USA JANUARY 2011

Rick Costello / GSMA / rcostello@gsm.org

Hannu Verkasalo / Zokem / hannu.verkasalo@zokem.com

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 1

Table of contents

1. Background and methodology

2. Executive summary
3. Mobile apps usage
4. Mobile Internet & web browsing
5. Generic smartphone usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 2

Table of contents

1. Background and methodology

2. Executive summary
3. Mobile apps usage
4. Mobile Internet & web browsing
5. Generic smartphone usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 3

Motivation and background

• Mobile is the next mass medium ; there are over 4B mobiles in the market and nearly 0.5
billion smartphones. People use mobiles increasingly to access content, conduct
business, enjoy entertainment, play games, do shopping, connect to friends – all this
adding to the legacy voice and text messaging services.

• Web browser is becoming a secondary way to access content and use apps, as the
emergence of app stores and native apps have changed consumer behavior, with
iPhones, Symbian, Android and Blackberry devices as the leading smartphone platforms.

• Understanding app usage is important for carriers, manufacturers, developers & brands:

• How is user engagement with apps correlating with overall satisfaction and loyalty?
• In which apps and content categories to advertise to reach targeted consumers?
• What are the top performing apps in terms of stickiness and recurring usage – why?
• How much traffic are apps generating, and what are the key trends?
• Are new apps challenging existing services, and how to act on that threat?

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 4

Motivation and background

• This report, provided in partnership by Zokem and GSMA, is based on an analysis of

over 2 100 smartphone users (iPhone, Android, Blackberry and Symbian users) in the
US and UK during January 2011

• All research data was captured with on-device metering from the Zokem Mobile Life
panels; the industry benchmarks for mobile app research

• Currently the panel consists of iPhone 29%, Blackberry 18%, Android 45%, and Symbian
8% users, reflecting approximately the current sales distribution of smartphones in the
combined US/UK market

• The US/UK panel has a statistically signicant number of users from all smartphone
platforms, and the panel population for both the UK and US is currently being balanced
towards the actual market shares (installed base) of the key platforms

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 5

The data was captured with on-device metering software that runs on
smartphones of specifically selected panelists

Online and Offline Life Patterns & Emotions

Usage, Device &
Network Performance
Mobile Internet
Media & Music

A Full 360°
View on Consumers

Panelists are Device &

Technical data
Selectively Communications
Recruited to
Represent the
Smartphone User
Applications
Domain, and Opt- Movements
In is Required & Places

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 6

 Data points come from 50+ smartphone meters

DEVICE
• Device features SOCIAL MEDIA
• Applications • Calls • Music
• Camera • SMS • Video
• GPS • MMS • Radio
• Calendar usage • Email applications • Gallery
• Games • Social networking • Youtube
• App stores LIFE • Webmails • Imaging
• Application installations • Meetings • Instant messaging • Search
• Maps and navigation • Movements • VoIP • Mobile TV
• User interface activity • Sleeping INTERNET
• Keypresses • Wake-ups • Search words
• Roaming • Travels • Data applications
• Charging • Status • Streaming
• Battery & power • Wifi
• Memory usage CONTEXT & NETWORKS • Web browsing
• File systems & storage • Profile changes • URL click-streams
• USB • Locations • Page facetime
• Nearby people • Throughputs
• NO IMPACT ON USER EXPERIENCE • Signal strengths • Page visits
• DATA SENT PERIODICALLY TO SERVERS • Dropped calls • Browsing content types
• DATA FILTERING, ENCODING, ANALYSIS • Network technology • Data volumes
AND REPORTING ON THE SERVER SIDE • Coverage • Network access technologies
• Accelerometer • Session-level statistics

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 7

Table of contents

1. Background and methodology

2. Executive summary
3. Mobile apps usage
4. Mobile Internet & web browsing
5. Generic smartphone usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 8

Executive summary – key takeaways from January 2011

• When combining all apps together (maps, multimedia, add-on apps, games etc.), they
make up on average 667 minutes/user/month of usage, almost as much as messaging
(671 minutes), and already far more than voice (531 minutes) or web browsing (422
minutes)

• Add-on apps (not part of the OS) make up to 20% of total face time with the device, but
already 30% of total smartphone data traffic

• In add-on app traffic, social networking represents 32% of total traffic, and multimedia is
the biggest chunk of mobile data usage at 57%

• Top add-on apps in terms of installed base: #1 YouTube, #2 Facebook, #3 Quickoffice

• Top add-on apps in terms of actual monthly users: #1 Facebook, #2 Youtube, #3 Twitter

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 9

Executive summary – key takeaways from January 2011

• iPhone and Android users use an average of 15 different apps per month, whereas
Blackberry and Symbian users use only about 8 different add-on apps per month

• iTunes and Android Market Place reach monthly a user penetration of ~95% among their
respective user base, whereas Blackberry App World reaches 50% of Blackberry users,
and Nokia OVI store only 26% of Symbian users

• An average smartphone user adds 2.5 apps/month

• In terms of face time, social networking (Facebook, Twitter, Foursquare) at 29% and
games (Angry Birds, Solitaire) at 22% (total apps face time) are the single two biggest
categories of apps, capturing together more than half of all "apps usage“

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 10

Apps combined make up 667 minutes of monthly usage, web
browsing is 37% lower, on average

Smartphone usage activity per category

Avg. Minutes per

User per Month

750
671 667

531 -37%
500
422

250

0
Messaging Apps Voice Web

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 11

Voice and messaging make only 54% of smarphone usage (face time)

Smartphone usage - breakdown of face time

Web Voice Messaging Apps

18% 23% 29% 29%

• In apps usage, social media is the

driving category, ahead of games
entertainment & games 22%
• Apps usage excludes the use of
web-based apps, which are in this maps
analysis behind ”web” (above) multimedia 15%
• In fact social networking is more
than 29%*29% of device usage social networking 29%
because of browser-based
Facebook, Twitter etc. usage
other 27%

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 12

Email and social networking are both among the top five features
Applications & Device Features
Avg. usage days / month
Reach, frequency, engagement
30
email

SMS/MMS
25
voice call
social networking
20
browsing
LBS alarm clock
15 commerce

search
10 adult entertainment entertainment
weather calendar appstore
IM
music online gaming
camera
5 maps
news
security utility
VoIP sports
finance
video music calculator
0 % panelists used
video online photo and video
0 10 20 30 40 50 60 70 80 90 100
productivity
Size of bubble = Average face time per user per day
6-Feb-11 Zokem GSMA 2010-2011 / Confidential 13
Browsing, messaging and voice make up 73% of platform app usage,
whereas entertainment, games and SNS drive add-on app usage

Total device face time

Platform app usage – breakdown by type of usage Add-on app usage – face
face time breakdown time breakdown
add-on browsing 5%
browsing 18% 20%
maps entertainment & games entertainment & games 26%

messaging 30% maps

messaging 10%

80% 8% multimedia
multimedia social networking
platform
voice 25%
social networking 34%

• Still as much as about 80% of total voice

22% utility & productivity
smartphone face time comes from utility 17%
platform (OS) apps & device features

Platform = apps and features that are an integral part of the OS

Add-on = apps that the OEM, carrier, or the user has installed on top of the OS

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 14

 Add-on apps dominate entertainment (including gaming) and social
networking categories, also good representation in multimedia category

Total device face time breakdown by type of usage by category

browsing 6% 94%
entertainment 100%
maps 8% 92%
messaging 8% 92%
multimedia 46% 54%
pim 98%
social networking 99%
telephony 100%
utility 16% 84%

add-on platform

Platform = apps and features that are an integral part of the OS

Add-on = apps that the OEM, carrier, or the user has installed on top of the OS
PIM = personal information management (phonebook, call log, calendar etc.)

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 15

Angry Bird is the top add-on installation (Installed base)
Top 20 apps in terms of installed base

#1 YouTube
#2 Facebook
#3 Quickoffice
#4 Amazon
#5 Barcode Scanner
#6 Angry Birds
#7 Pandora
#8 Advanced Task Killer Free
#9 Adobe Reader
#10 Twitter
#11 Shazam
#12 Skype mobile™
#13 eBay
#14 PDF Viewer
#15 WordToGo47 Many apps are preinstalled in
#16 SheetToGo47 mobiles, including YouTube,
#17 SlideshowToGo47 Facebook, Amazon,
#18 Blockbuster Quickoffice, Pandora etc.
#19 Amazon Kindle
#20 VZ Navigator

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 16

 Only two add-on apps have >30% penetration among smartphone users
(Actual Usage) Top apps – percentage of users %
Weekly users Tried but not active usage
facebook 64
youtube 31
twitter 17
ebay 14
pandora radio 12
cooliris 12
google talk 11
advanced task killer 10
shazam 9
zxing 9
amazon 8
skype 8
solitaire 8
foursquare 7
weather bug 7
quickoffice 7
swype 7
yahoo mail 7
adobe reader 7
groupon Even though Angry Birds has a
google mail 67 wide installed base, only 5%
vsuite voice commands 5
angrybirds 5 of users actually used the
jewels 5 game during the past month
lookout antivirus security 5
appbrain app market 5
google goggles 5
memopad 5

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 17

iPhone and Android users use both on average 15 different apps per month

Add-on apps usage – average number of different add-on apps used per user per month

iPhone 15,5

Android 15,3

Blackberry 8,5

Blackberry and Symbian users

use on average 50% less add-
Symbian 8,0 on apps than iPhone and
Android users

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 18

High-end Android and iPhone users use up to 60 different add-on apps per
month
Add-on apps usage – average number of different add-on apps used per user per month

Number of different
add-on apps used
70

On average both high and low Symbian

60
iPhone and Android users use iPhone
50 more apps (per month) than Blackberry
respective Symbian or Android
40 Blackberry users.

30

20

10

0
High users Low users

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 19

On average 2.0 different SNS apps and 1.5 games were used per user per
month
Average number of different add-on apps used per user per month by category
social networking general 2,0
gaming 1,5
utility general 1,2
productivity 1,1 Top add-on app
weather 0,7 categories in terms of
commerce 0,7
video online 0,7 number of different apps
entertainment general 0,6 used monthly:
music online 0,5 • Social media
instant messaging and chat 0,5
email messaging 0,3 • Gaming
photo and video 0,3
search 0,3 • Generic utility apps
sms messaging 0,2 • Productivity
voip 0,2
browsing 0,2
location based services 0,2 Numbers are calculated over all users (not only the users
news and information 0,2 of respective apps). E.g. less than 50% of panelists used
sports 0,1
appstore 0,1 add-on games, and therefore the number of different
video 0,1 games played is 0 for more than half ot the panelists. One
maps 0,1 should also remember that Symbian and Blackberry users
finance 0,0 had very little add-on app usage, affecting the results
adult entertainment 0,0
music 0,0 (downwards bias).

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 20

iTunes and Android Market are in their own league, whereas OVI struggles

App store usage – Percentage of OS users use monthly %

iTunes (iPhone) 94

Android Market Place (Android) 93

Blackberry App World (Blackberry) 53

Nokia OVI store (Symbian) 26

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 21

37% of users did not remove or add apps during January 2011
• Average user added net 2.5 apps
during the month of January 2011
(new installations – removals)
• 46% of users had more apps in the end
of January 2011 than in the beginning
of the month
• 17% of users had less apps in the end,
in comparison to the beginning
Net app additions - histogram
• Net additions are new app
installations - removals
People who • It is still typical among
added 0-2 smartphone users (the single
apps per biggest group of people) that
month
they add zero, and remove
zero, apps from/to the phone
during the month – these
people are 37% of all
smartphone users
6-Feb-11 Zokem GSMA 2010-2011 / Confidential 22
 Web browser dominates native apps still in commerce, search and adult
entertainment – otherwise native apps have generically more users
Smartphone usage - web-based usage vs. native app usage

100 Share of panelists

76 used these
70 80 categories of
60 native apps %
44 45
39
30 40
25
Mobile 11 20
Apps 0
0
News Search Commerce Social Email Games Online Adult Online
media video content music
0
4
16 15 20
22 18
Mobile 40
Web
60
66 66
80 Share of browser
users used these
86 85
100 web-based apps %

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 23

Higher online native apps usage correlates with higher mobile web
browser usage – they are more ”complements” than direct substitutes
Smartphone usage - web-based usage vs. native app usage correlation
Online Mobile Web Browsing Usage [minutes/day] • On an aggregate level, people who use actively web
120 browsers, are also using more online native apps
110 • The previous slide, however, showed that in certain
categories they are direct substitutes (adult
100
content, search, news, games, online video)
90
80
70
60
50
40
30
20
10
0
0 10 20 30 40 50 60 70 80 90 100 110 120
Online Native Apps Usage [minutes/day]

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 24

Platform (OS) apps still make about 70% of total traffic volumes

Mobile data usage – add-on vs. platform apps distribution

1. Pandora
add-on 2. Facebook
30% 3. Youtube

1. Email 70%
2. Web platform
3. Maps

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 25

 Social media is 31% out of total add-on apps traffic

Mobile data usage – add-on apps distribution by total traffic

browsing entertainment • Add-on multimedia apps

utility messaging (Youtube, Pandora)
5% 4% represent 57% of total add-
on app traffic, and social
networking apps represent
32% of all traffic
social networking
32% • Add-on utility, browser, and
messaging apps are less
data hungry and/or have
less users cumulatively
• Entertainment & games are
57%
only <2% of total add-on
multimedia
app traffic, even though
they represent 26% of add-
on app face time

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 26

Table of contents

1. Background and methodology

2. Executive summary
3. Mobile apps usage
4. Mobile Internet & web browsing
5. Generic smartphone usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 27

Remarkable differences exist between user segments, and top 25% of
users make up most of the usage for both web browsing and apps

Smartphone usage time by segment – median minutes per month per user

• Typical (median) user:

+148%
• Web - 5 minutes/day
• Apps – 15 minutes/day
38

Low (bottom 25%)

+213%
Mid (middle 50%)
High (top 25%) 15 15

5 6
1

Web Browsing Apps

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 28
Only 45% of smartphone users play games (on a monthly basis)
Application category vs. penetration
0 10 20 30 40 50 60 70 80 90 100% smartphone users
SMS/MMS 99
voice call 99
browsing 98
appstore 82
email 76
calendar 74
camera 70
social networking 70
utility 58
maps 58
alarm clock 55
calculator 50
productivity 47
weather 47
gaming 45 • SMS, MMS, voice, browsing, app
music 44
search 44 stores, email, calendar and
photo and video 39 camera are core OS features
video online 32
commerce 30 • Social networking, utility apps,
entertainment 29
IM 28 and maps, are the most widely
music online 25 used app categories
video 11
news 11
VoIP 9
LBS 7
security 6 • Video online = video apps with Internet connectivity (e.g. Youtube)
sports 6
finance 0 • Video = Offline video apps (viewing e.g. downloaded clips)
adult entertainment 0

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 29

Games and IM/VoIP apps achieve on average >3 hours of monthly usage
Application category vs. monthly face time
0 100 200 300 400 500 600Avg. face time
[minutes/month/user]
voice call 504
SMS/MMS 492
browsing 395
social networking 342
gaming 295
IM 200
VoIP 196
email 152
music 128 • App categories are ranked based on total
music online 105
commerce 104 monthly face time among users (the ones
finance 93 who did not use the apps, are excluded)
LBS 91
maps 90 • Games, even though their penetration was
photo and video 56
utility 54 less than 50%, achieve high average face
sports 53 times per month (295 minutes/user)
alarm clock 49
appstore 48 • Also the usage of instant messaging and
adult entertainment 37
video online 36 VoIP apps, among the respective users, is
news 33 high at almost 200 minutes per month
productivity 30
camera 29 • For music and radio apps, only active face
entertainment 26
search 26 time with the screen (no playback time
weather 23 time) was included
calendar 16
calculator 13
video 13
security 6
6-Feb-11 Zokem GSMA 2010-2011 / Confidential 30
Smartphone users have >200 sessions on average with SNS apps every
month
Application category vs. number of monthly usage sessions
0 50 100 150 200 250 300 350 400 450
SMS/MMS 415 Avg. sessions/month/user
email 265
voice call 212
social networking 203
browsing 167
IM 136
gaming 90
music 63
alarm clock 61 Alarm clock is used on average twice per day (in
finance 61 the morning, and in the evening)
LBS 59
VoIP 55
music online 45
commerce 44
search 36
maps 34
utility 32 • Both email and SMS/MMS overtake voice in
appstore 30
weather 29 terms of distinct usage sessions
photo and video 29
sports 27 • Smartphone users on average have 136
entertainment 24 sessions with web browser every month,
news 23
calendar 23 and more than 200 sessions with social
productivity 23 networking apps (web browsing usage not
camera 21
video online 14 included)
video 10
security 9
calculator 9
adult entertainment 8
6-Feb-11 Zokem GSMA 2010-2011 / Confidential 31
 Voice peaks at 5-6pm, email in the morning, and SMS usage starts earliest

Smartphone usage activity per hour of day (working days)

Avg. Usage Minutes
Per Hour
2,00 Voice
Email
1,75 SMS
SMS usage is higher in
1,50 the mornings than
voice usage
1,25

1,00

0,75

0,50

0,25

0,00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Working Day

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 32

 Social networking apps usage goes up slowly, and peaks at 9-10pm
Smartphone usage activity per hour of day (working days) Browsing
Social networking
Avg. Usage Minutes
Other Apps
Per Hour
Browsing and social media usage
2,00
increase towards the evening, other
1,75 apps face downwards slope from 4pm
onwards
1,50

1,25

1,00

0,75

0,50

0,25

0,00
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Working Day

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 33

More than 50% of iPhone users use monthly Facebook and Youtube - eBay,
Google Search, Angry Birds, and Twitter all achieve >20% penetration rate
Top apps – iPhone – percentage of users %
facebook 69
youtube 58
ebay 27
google 26
angrybirds 22
twitter 21
twc 18
skype 18
compass 17
shazam 17 19 ADD-ON APPS
wordswithfriends 17
solitaire 14 WITH >10% USER
pandora radio 11
amazon kindle 11 PENETRATION
groupon 11
imdb 11 (IPHONE)
amazon 10
espn scorecenter 10
foursquare 10
chase 9 • Angry Birds is being played by 22%
biblereader 7 of iPhone users every month
google earth 7
fandango 6 • The Weather Channel(TWC) makes
yahoo messenger 6
accuweather 6 to top 10 app list on iPhone
msn 6
shopkick 5 • Compass is a mobile banking app in
whatsapp messenger 5 the UK
dropbox 5
myfitnesspal 5

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 34

Cooliris (media player plug-in, gallery app), Google Talk, and Advanced Task
Killer are the top Android apps after Facebook and Youtube
Top apps – Android – percentage of users %
facebook 68
youtube 31
cooliris 22
gtalkservice 19
advanced task killer 19
twitter 17
zxing 16
pandora radio 15
swype 13
ebay 13
yahoo mail 13
quickoffice 12 16 ADD-ON APPS
adobe reader 11
amazon 11 WITH >10% USER
vsuite 10
weather bug 10 PENETRATION
jewels 9
appbrain app market 9 (ANDROID)
google goggles 9
lookout antivirus security 9
shazam 9 • Zxing is a bar code scanner software
ping chat 8
foursquare 8 • Swype is the application enabling
groupon 8
solitaire 8 ”swyping”, i.e. inputting text by swyping
colornote 7 fingers on the touchscreen
skype 7
talking tom cat free 7
voicego 7
newswidget 6

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 35

Memopad, Twitter, The Musicians’ Swiss Knife, Global Search, Pandora and
the SMS Preview app are the top Blackberry apps besides Facebook
Top apps – Blackberry – percentage of users %
facebook 78
memopad 31
twitter 19
the musicians’ swiss knife 16
global search 15
pandora radio 12
sms preview 12
weather bug 9
labyrinth 9
google mobile app 8
gtalkservice 8 7 ADD-ON APPS
ebay 7
google mail 7 WITH >10% USER
foursquare 6
hangman 6 PENETRATION
texas hold’em king 2 6
ubertwitter 6 (BLACKBERRY)
myspace 5
weathereye 5
amazon kindle 4
biblereader 4 • Musicians’ Swiss Knife is a preinstalled
crunchsms 4
msn 3 metronome app for Blackberries
sudoku 3
yahoo messenger 3 • Youtube is not available on Blackberry
aim 3 (does not make it to the top 30 list)
bejeweled 3
bubble burst free 3
lookout antivirus security 3
shazam 3

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 36

Opera, Real Player, and Quick Office are the top add-on apps of Nokia
Symbian devices

Top apps – Symbian – percentage of users %

opera 33
realplayer 27
quickoffice 12
adobe reader 11
youtube 9
sky mobile 8
ebuddy 6
google 6
kms 6
skype 6
brightlight 5
fsmail 5 4 ADD-ON APPS
google mail 5
shazam 5 WITH >10% USER
snaptu 5
solitaire
videos & tv
5
5
PENETRATION
fingerprint
freecell
3
3
(SYMBIAN)
fring 3
kjv go bible 3
mobireader 3 • (Preinstalled and user-installed) Opera usage shows that
nimbuzz 3
quickword 3 not so many have been very satisfied with the OS browser
tunewiki 3
upcode 3 • Sky mobile is a UK-based mobile app for Symbian phones
world traveler 3
yahoo 3 • Skype is used by 6% of Symbian users
active notes 2

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 37

 Handcent SMS app, Word Feud, Weather Bug, Facebook and Foursquare
maintain high usage stickiness among users
Stickiness of app usage – stickiness rate %
handcent sms 96
wordfeud 88
weather bug 86
facebook 85
foursquare 81
wordswithfriends 79 Stickiness rate =
groupon 79
yahoo mail 77 Number of active
colornote 74 weekly users out
yahoo messenger 74
angrybirds 73 of trial users
twc 72 (stickiness
memopad 69
shopkick 69 measures
myspace frequency of
35
amazon kindle 33 engagement)
dropbox 33
global search 29
adobe reader 28 Apps in the middle are excluded from this list
google translate 28
zxing 28
imdb 25
sms preview 25 • Reasons for high stickiness:
compass 20
quickoffice 19 • App is by nature in daily usage (relates to
voicego 18 daily smartphone usage)
shopsavvy barcode scanner 18
amazon mp3 16 • App is extremely popular among its users

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 38

Opera Mini (~3% penetration) has more users than the main Opera browser

Top add-on applications by category – percentage of users use monthly %

Browsers Entertainment
0 1 2 3 0 1 2 3
% %
opera mini 2,93 imdb 2,55

opera 2,73 nook 1,27

skyfire 1,02 yahoo 0,76

dolphin browser 0,64 sky mobile 0,64

snaptu 0,51 tv guide mobile 0,64

uc browser 0,25 aol 0,51

locago 0,13 kjv go bible 0,25

• IMDB (movie database) and Nook (book download) do not have so many users, but
anyways stand out from the widely distributed genre of ”entertainment apps”

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 39

Yahoo Mail is the number #1 add-on email app, but Yahoo Messenger falls
short from Google Talk (preinstalled in many devices)
Top add-on applications by category – percentage of users use monthly %

Email Instant messaging Other messaging

0 2 4 6 8 10 12 0 2 4 6 8 10 12 0 2 4 6 8 10 12
% % %
yahoo mail 7,13 google talk 11,34 ping chat 4,33

moxier mail 0,76 yahoo messenger 4,33 handcent sms 3,18

nimbuzz 0,64 msn 2,04 sms preview 2,04

fsmail 0,38 ebuddy 1,78 whatsapp messenger 2,04

k-9 mail 0,38 aol mobile aim 1,27 chompsms 1,02

nitrodesk 0,25 aim 0,51 textfree 0,76

email on 3 0,13 meebo 0,38 crunchsms 0,64

• MSN has only 2% penetration (among iPhone, Android, Symbian and Blackberry phones),
falling behind Google Talk (which is preinstalled in certain phones) and Yahoo Messenger

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 40

 Pandora and Shazam are the top multimedia apps behind Youtube

Top add-on applications by category – percentage of users use monthly %

Games Music Video

0 10 20 30 40 0 10 20 30 40 0 10 20 30 40
% % %
solitaire 8,15 pandora radio 12,36 youtube 30,57

angrybirds 5,10 shazam 9,30 realplayer 2,29

jewels 5,10 slacker 1,53 astro 1,40

talking tom cat free 3,69 scanner radio 1,27 qik 1,40

words with friends 3,69 webcuts 0,89 mobitv 0,13

bytesequencing games 3,06 spotify 0,51 videos & tv 0,38

alchemy 2,29 tunein radio 0,38 mspot 0,25

• Angry Birds is the top user-installed game with 5% penetration (monthly users)

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 41

Foursquare app has >7% penetration already, clear #3 social app in phones

Top add-on applications by category – percentage of users use monthly %

Social media Voice Productivity

0 20 40 60 80 0 20 40 60 80 0 20 40 60 80
% % %
facebook 64,33 skype 8,15 quickoffice 7,26
-83%
twitter 16,56 fring 1,40 swype 7,26
-55%
foursquare 7,39 google voice 1,27 adobe reader 6,88

myspace 2,17 tikl- touch to talk (ptt) 0,76 memopad 4,59

tweetcaster 1,53 touch to talk 0,25 colornote 3,95

layar 1,40 zerofone 0,13 dropbox 2,29

twidroidpro 1,15 super dial 0,13 slideshow to go 0,38

• Layar is one of the new generation augmented reality apps, only 1.4% penetration yet
• Skype is the top VoIP app, Fring (the challenger) has 83% less users

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 42

Ebay , Amazon and Groupon apps reflect the significance of mobile commerce
Top add-on applications by category – percentage of users use monthly %

Commerce News & Finance Utility

0 5 10 15 20 0 5 10 15 20 0 5 10 15 20
% % %
ebay 14,14 compass 3,82 advanced task killer 10,06
-42%
amazon 8,15 newswidget 3,57 zxing 8,79

groupon 6,75 nytimes 2,04 weather bug 7,39

amazon mp3 3,18 chase 1,91 vsuite 5,48

shopkick 2,04 newsrob 1,02 lookout antivirus security 4,97 -45%

fandango 1,66 bloomberg 0,38 google goggles 4,59

checkpoints 1,27 auto express 0,13 twc 4,08

• Shopkick and Checkpoints are new commerce apps, with which you can do barcode
reading, fetch price information, user coupons, access discounts – when ”in the the store”
• Generically, mobile commerce is in fast growth at the moment, even though mobile
payment solutions are still in their infancy

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 43

Android users in the US tend to use more mobile online apps

Carrier benchmark (US/UK) – Android users –

• T-Mobile (US) has highest
average minutes of usage for Offline vs. Online app usage
online apps, and T-Mobile (UK)
Avg. offline minutes/user/day
has highest number of minutes
for offline apps 60
UK
• People in the the US tend to USA
spend more time with the 50
smartphone than in the UK
40 Verizon Wireless
T-Mobile
Sprint
• Only Android users were included in this 30 3 AT&T
particular analysis, as all carriers had Orange T-Mobile
Android devices in their portfolio 20 O2
Vodafone
• Offline usage = Voice, SMS and non-Internet- 10
connected native apps
• Online usage = Browser, VoIP, Email, IM, 0
Internet-connected native apps etc.
0 10 20 30 40 50 60
Avg. online minutes/user/day

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 44

 Games, social media, music, and commerce drive their respective categories

• Add-on apps = not part of the operating system

• Add-on apps can be installed by the user, the carrier, or device manufacturer, on top of the OS

Overall breakdown of add-on

app facetime by category
appstore
browsing
adult entertainment Email multimedia general
commerce
entertainment general IM music 14%
finance
messaging general
maps
SMS 30%
music online 57% news
VoIP
gaming 92% productivity
LBS 15%
photo and video search
SNS 74%
theme security 9%
video utility general 18%
sports video online 20%
weather
entertainment communications multimedia other
& games & social media

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 45

 Words with Friends, Word Feud and Storm 8 (war game) have highest
number of usage sessions per month
ADD-ON APPS - ENTERTAINMENT & GAMING

Top apps – percentage of users % Avg. number of sessions/user/month

solitaire 8 solitaire 73
angrybirds 5 angrybirds 55
jewels 5 jewels 16
espn scorecenter 4 espn scorecenter 32
talking tom cat free 4 talking tom cat free 24
wordswithfriends 4 wordswithfriends 232
bytesequencing games 3 bytesequencing games 33
imdb 3 imdb 8
alchemy 2 alchemy 37
wordup 2 wordup 31
wordfeud 2 wordfeud 227
storm8 2 storm8 241
sudoku 2 sudoku 19
labyrinth 2 labyrinth 13
bubble burst 2 bubble burst 11
sportacular 2 sportacular 11
asphalt 1 asphalt 6
handson game 1 handson game 3
klondike solitaire 1 klondike solitaire 21
nook 1 nook 11
Weekly users
Tried but not active usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 46

On working days, gaming increases towards the late evening
ADD-ON APPS - ENTERTAINMENT & GAMING
Distribution of usage over the hours of the day (working days)
% of usage
10
gaming
8
entertainment general
6
4
2
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

% of usage Distribution of usage over the days of the week

20
15 gaming
10 entertainment general
5
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 47

 eBay has twice as many sessions per user than Amazon
ADD-ON APPS – UTILITY, MAPS, PRODUCTIVITY, BROWSERS ETC.

Top apps – percentage of users % Avg. number of sessions/user/month

ebay 14 ebay 37
advanced task killer 10 advanced task killer 21 -51%
zxing 9 zxing 6
amazon 8 amazon 18
weather bug 7 weather bug 31
quickoffice 7 quickoffice 5
swype 7 swype 28
adobe reader 7 adobe reader 6
groupon 7 groupon 17
vsuite 5 vsuite 15
lookout antivirus security 5 lookout antivirus security 7
memopad 5 memopad 19
appbrain app market 5 appbrain app market 50
google goggles 5 google goggles 8
twc 4 twc 18
colornote 4 colornote 23
compass 4 compass 3
newswidget 4 newswidget 26
voicego 4 voicego 6
amazon mp3 3 amazon mp3 5
Weekly users
Tried but not active usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 48

 Utility related apps peak in the morning, and late afternoon
ADD-ON APPS – UTILITY, MAPS, PRODUCTIVITY, BROWSERS ETC.
Distribution of usage over the hours of the day (working days)
% of usage
8
6
4
weather
2
utility
0 search
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
productivity
% of usage Distribution of usage over the days of the week commerce
20 app stores
maps
15
browsing
10

5
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 49

Twitter and Foursquare come after Facebook in number of users, Tweetdeck
outperforms others in terms of average number of monthly usage sessions

ADD-ON APPS – SOCIAL MEDIA

Top apps – percentage of users % Avg. number of sessions/user/month

facebook 64 facebook 166

twitter 17 twitter 111
foursquare 7 foursquare 59
myspace 2 myspace 23
tweetcaster 2 tweetcaster 186
layar 1 layar 3
papaya 1 papaya 7
tweetdeck 1 tweetdeck 432
ubertwitter 1 ubertwitter 133
Weekly users
Tried but not active usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 50

Social media has a peak at noon, and then increases from 2pm towards 9pm

ADD-ON APPS – SOCIAL MEDIA

Distribution of usage over the hours of the day (working days)

% of usage
8
6
4
2
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
location-based services
social networking
% of usage Distribution of usage over the days of the week
30

20

10

0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 51

 Youtube app is adopted by masses (1/3 of smartphone users), but Pandora
Radio has a more active user domain, on average 60 sessions/user/month
ADD-ON APPS – MULTIMEDIA, MUSIC, VIDEO

Top apps – percentage of users % Avg. number of sessions/user/month

youtube 31 youtube 13 +372%

pandora radio 12 pandora radio 61
cooliris 12 cooliris 23
shazam 9 shazam 10
realplayer 2 realplayer 13
slacker 2 slacker 7
qik 1 qik 9
astro 1 astro 19
media gallery 1 media gallery 23
scanner radio 1 scanner radio 16
fxcamera 1 fxcamera 8
wheres my droid 1 wheres my droid 4
webcuts 1 webcuts 123
mixzing 1 mixzing 103
camera 360 1 camera 360 6
spotify 1 spotify 55
mp3 music download 0 mp3 music download 31
tunein radio 0 tunein radio 77
tunewiki 0 tunewiki 9
Weekly users
Tried but not active usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 52

 Top spots for music/video are 7-8am and 5-6pm on working days!

ADD-ON APPS – MULTIMEDIA, MUSIC, VIDEO

Distribution of usage over the hours of the day (working days)
% of usage
8
other multimedia
6 video
4 music

2
0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23

% of usage Distribution of usage over the days of the week

6

4 other multimedia
video
2 music

0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 53

 All SMS-related add-on apps have more than 300 monthly usage sessions
ADD-ON APPS - COMMUNICATIONS

Top apps – percentage of users % Avg. number of sessions/user/month

google talk 11 google talk 27

skype 8 skype 42
yahoo mail 7 yahoo mail 126
ping chat 4 ping chat 51
yahoo messenger 4 yahoo messenger 145
handcent sms 3 handcent sms 359
sms preview 2 sms preview 5
msn 2 msn 81
whatsapp messenger 2 whatsapp messenger 148
ebuddy 2 ebuddy 252
fring 1 fring 33
aol mobile aim 1 aol mobile aim 96
google voice 1 google voice 95
chompsms 1 chompsms 782
textfree 1 textfree 57
moxier mail 1 moxier mail 24
tikl- touch to talk (ptt) 1 tikl- touch to talk (ptt) 8
crunchsms 1 crunchsms 459
nimbuzz 1 nimbuzz 186
aim 1 aim 66
Weekly users
Tried but not active usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 54

Add-on communication apps usage drops (like platform apps) for weekends

ADD-ON APPS - COMMUNICATIONS

Distribution of usage over the hours of the day (working days)
% of usage
8
6
4
2
voip
0
other messaging
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
instant messaging
% of usage Distribution of usage over the days of the week email
10
8
6
4
2
0
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 55

Avg. gaming session is 4.4 minutes, avg. VoIP session is 3.9 minutes in length
Add-on apps – app categories by duration of usage – minutes/session

maps 4,6
gaming 4,4
voip 3,9
browsing 3,7
music online 3,2
video online 3,0
commerce 3,0
appstore 2,3
sports 2,3
utility general 2,1
search 2,0 • Add-on map apps are
social networking general 1,9 driven by Sprint
news and information 1,8 Telenav and Google
finance 1,7 Latitude
productivity 1,7
location based services 1,6 • Average gaming
photo and video 1,6 session is 4.4 minutes
video 1,4 in length
entertainment general 1,4 • Average add-on SMS
instant messaging and chat 1,4
email messaging 1,0
app session is <1
weather 1,0 minute in length
sms messaging 0,8

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 56

Games top the ranking list of apps in terms of session durations
Top apps by duration of usage – minutes/session
texas hold’em king 2 15
jewels 10
sudoku 10
bubble burst free 10
wordup 10
klondike solitaire 10
ipcamviewer 9
snowy farm 8
treasurestory 8
wordscrambler 8
batanga 7
noled 7
alchemy 7
solitaire 7
spotify 6
goodmorning 5
bytesequencing games 5
memopad 5 • Gaming sessions on
nimbuzz 5
amazon 5 average are long
tunein radio 5
skyfire
amazon kindle
5
5
• For music apps, it
sprint telenav 5 shoud be noted that
google latitude 5
opera mobile browser 5 only face time (on-the-
basketball shot 4
blackberry app world 4 screen time) is
texas holdem 4
skype 4 counted
snaptu 4
voice call 4 • Average voice call and
pandora radio 4 Skype call are of equal
angrybirds 4
opera 3 length at 4 minutes
sleep as an droid unlock 3
biblereader 3
zerofone 3
grindr 3

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 57

44% of iPhone and 37% of Android usage is already about add-on apps

Smartphone usage - total face time breakdown by app type across platforms

18
24
37 • iPhone experiences
Add-on 44 the most active usage
of add-on apps (add-
on app = not part of
the OS formally)
• However, e.g. Youtube
82 and Facebook are
76
63 categorized here as
Platform 56 add-on apps, and most
iPhone and Android
devices have them
preinstalled

iPhone Android Symbian Blackberry

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 58

Table of contents

1. Background and methodology

2. Executive summary
3. Mobile apps usage
4. Mobile Internet & web browsing
5. Generic smartphone usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 59

Top online add-on apps are Facebook, YouTube, Twitter, eBay and Pandora

• Online apps (Internet connectivity Top online/offline add-on applications –

involved) represent 58% of total percentage of users use monthly %
add-on apps face time, and most of
these apps have significantly higher Offline Online
number of users than traditional
offline apps (games, utility, offline 0 25 50 75 0 25 50 75
% %
readers etc.) advanced task killer 10,06 facebook 64,33
zxing 8,79 youtube 30,57
Overall breakdown of add-on solitaire 8,15 twitter 16,56
quickoffice 7,26 ebay 14,14
app facetime – online vs. offline
swype 7,26 pandora radio 12,36
adobe reader 6,88 cooliris 11,97
lockbot 6,11 google talk 11,34
vsuite 5,48 shazam 9,30
online 58% angrybirds 5,10 skype 8,15
jewels 5,10 amazon 8,15
lookout antivirus 4,97 foursquare 7,39
memopad 4,59 weather bug 7,39
offline 42%
ping chat 4,33 yahoo mail 7,13
colornote 3,95 groupon 6,75
add-on apps talking tom cat free 3,69 appbrain app market 4,59

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 60

 Relative to circuit-switched services and offline apps, online usage
peaks in the morning and late evenings
Smartphone usage activity per hour of day (working days)
Avg. Usage Minutes
Per Hour Offline
4 Online

• Offline usage = Voice, SMS and non-

1 Internet-connected native apps
• Online usage = Browser, VoIP, Email, IM,
Internet-connected native apps etc.

0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Working Day

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 61

A typical smartphone user transmits 100 MB/month of mobile data

MB/user/ Average mobile data usage

month
• A typical (median)
350 Cellular 327 panelist transmits
300 Wifi 100MB of traffic per
250 month (arithmetic
233 mean is higher)
200
• Data plans have
150
100 boosted the use of
100 cellular data
72
50 21 94 • WiFi usage, on
28 average, is lower than
0
25% percentile 50% percentile 75% percentile cellular usage
% of panelists • 24% of smartphone
Distribution of data users users transmit more
60
48 than 500 MB/month
40
24
20 17
3 7
0
<1 1-10 10-50 50-500 >500
MB/month MB/month MB/month MB/month MB/month
6-Feb-11 Zokem GSMA 2010-2011 / Confidential 62
WiFi usage is about 11% of total traffic to/from smartphones

Mobile data usage – cellular vs. WiFi usage

WiFi
11%
• There are some very active
WiFi users
• However, cumulatively
WiFi is only 11% of total
data usage
• Data plans are nowadays
reasonably priced, working
for the benefit of cellular
traffic growth (but against
carriers capacity)
89%
Cellular/MyFi

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 63

iPhone generates the most data traffic, Blackberry and Symbian the least

Mobile data usage vs. platform

Median MB/user/
month
600
+218%
422 • iPhone generates still
400 218% more traffic per
month on average
than Android

200
133

36 34
0
Android Blackberry iPhone Symbian

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 64

Facebook is #4 in terms of total amount of traffic per user

Mobile data usage – top add-on apps by avg. MB/user/month

pandora radio 474

youtube 67
whatsapp messenger 58
facebook 55
opera 45
ping chat 42
appbrain app market 33
• Pandora generates
yahoo messenger 32 almost 0.5 GB of traffic
opera mini 16 per month, among its
yahoo mail 16 users
cooliris 11 • Youtube, and Whatapp
ebay 11
messenger follow close
foursquare 11
twc by
9
amazon 8 • Facebook app
groupon 8 generates on average
espn scorecenter 7 55 MB/month/user
ebuddy 6
weather bug 6
colornote 5

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 65

News and search dominate mobile web browsing with >80% penetration
Web browsing content category vs. penetration
0 10 20 30 40 50 60 70 80 90
% browser users visited
news 86
search 85
corporations & finance 74
commerce 66
entertainment 66 E.g. Verizon, Nokia,
social networking 66 Wachovia etc.
education & maps 44
sports 28
portal 25
email messaging 22
gaming 18 E.g. Amazon, eBay,
appstore 17 Craiglist, Mypoints etc.
adult entertainment 15
utility general 12
religion 8
security 6
Mostly driven by Wikipedia
voip 5
music online
and Google Maps
4
music 1

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 66

 Email achieves highest intensity of usage in web browsing

Web browser content categories – number of usage sessions per month

0 5 10 15 20
Usage sessions/user/month
Email messaging 20
Sports 18
Adult entertainment 18
Search 16
Social networking general 16
Finance & Corporations 16 • Email and sports related web
Portal 15 sites achieve highest numbers of
Commerce 15 usage sessions per month
News and information 15 • Adult entertainment is the third
Gaming 13 most engaging content type (for
Utility general 11 those who access such content
Entertainment general 10 with web browser)
Music online 10
Religion 9 • Search, and social networking
Appstore 9 are the next most frequently
Education & Maps 9 visited web sites among their
Voip 8 users
Security 7
Music 2

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 67

Google web sites are visited by 91% of browser users, Facebook is #2
Web browsing top mobile Internet domains – percentage of browser users %
Weekly users Tried but not active usage
google 82
facebook 56
yahoo 28
wikipedia 24
youtube 16
amazon 15
bbc 15
ebay 11
twitter 11
imdb 10
weather 9
go 9
live 9
usablenet 8
accuweather 7
nokia 7
sprintpcs 7
bit 6
yelp 6
cnn 6
msn 6
sprint 6
aol 5
blogspot 5
three 5
wordpress 5
confirmit 5
ovi 5
htc 5

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 68

 In terms of time spent, Facebook is #1, followed by Windows & Nokia
Web browsing top mobile Internet domains – average time spent on the site (minutes/month)
google 48
facebook 150
yahoo 41
wikipedia 10
youtube 9
amazon 16
bbc 53
ebay 34
twitter 8
imdb 15
weather 6
go 53
live 78
usablenet 14
accuweather 9
nokia 79
sprintpcs 6
bit 11
yelp 4
cnn 11
msn 35
sprint 10 Nokia is strenghtened in this analysis by its
aol 22 strong position still in the uK (average minuetes
blogspot 5
three 39 of usage are calculated over those people who
wordpress 5 accessed that domain at least once)
confirmit 19
ovi 13
htc 7

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 69

Search, news, finance and social networking dominate web browser usage

Web Browsing
Avg. usage days / month Reach, frequency, engagement
10
search

8
social networking
news
corporations & finance
6
adult entertainment commerce
security education
entertainment
4 portal
email messaging
sports
utility general
music online2 gaming
voip
music religion
appstore
0 % browser users
0 10 20 30 40 50 60 70 80 90 100
Size of bubble = Average page hits per user per day

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 70

Table of contents

1. Background and methodology

2. Executive summary
3. Mobile apps usage
4. Mobile Internet & web browsing
5. Generic smartphone usage

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 71

January 2011 – overall smartphone usage drops on weekends but
generically averages above 70 minutes/day

Smartphone usage activity (any) during the past month

Minutes/User/Day
90

80

70

60

50
• Usage activity = face time (active engagement
40 with the smartphone screen)
30 Weekends • On working days, smartphone usage peaks at
around 80 minutes/day (on average)
20 • On weekends, the average face time drops
10 below 70 minutes/day

0 Date
1/3/11 1/10/11 1/17/11 1/24/11 1/31/11

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 72

Voice & messaging (communications) usage is dropping significantly on
weekends, but apps & web browsing do not experience the same so clearly
Smartphone usage activity (any) by type of usage during the past month
Minutes/User/Day
60

50
Voice &
Messaging
40

30
Apps
20
Weekends Web browsing
10

0 Date
1/3/11 1/10/11 1/17/11 1/24/11 1/31/11

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 73

Apps capture more face time than any other activity on weekends

Smartphone usage activity (any) by type of usage over weekdays

Avg. Minutes/User/Day • Browsing and apps usage maintain on

30 weekends on average the same usage
activity than on working days

20 Apps

Messaging
Browsing
Voice
10

0 Weekday
Monday Tuesday Wednesday Thursday Friday Saturday Sunday

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 74

 Mobile primetime is from 5pm to 6pm on working days

Smartphone usage activity (any) – weekends vs. working days

Avg. Usage Minutes
Per Hour working days
Mobile primetime
5 weekends
on working days

Mobile primetime
2 on weekends

Usage kicks off on average 2 hours later

1 on weekends

0
0 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23
Hour of Day
6-Feb-11 Zokem GSMA 2010-2011 / Confidential 75
SMS & MMS drive the usage of the #1 usage category - messaging

Total device face time breakdown

utility (eg alarm clock, weather etc)

browsing
8%
19%

voice
24%
6% entertainment
maps

Messaging Breakdown (face time)

8%
social networking 4% 29% IM Email
multimedia messaging 8% 17%

SMS & MMS

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 76
More women using social networking and MMS while more men
engaging instant messaging and chat

Communication services vs. gender

Panelists
used % Female
90 87 87 Male
80 78
70 64
60
50 48
40
30 27 29
20
20
10 9
10
0
Email Social MMS Instant Voip
messaging networking messaging
general and chat

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 77

In social networking and instant messaging, the impact of age is clear

Communication services vs. age

Panelists
<31
used %
31-40
100
92 92 41-50
90 85 85 83 >50
81
80
71
70
60 55
50 44 47 44
40 34
30 29
21 20
20 16 15
9 9
10 7
0
Email messaging Social networking MMS Instant messaging Voip
general and chat

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 78

Camera sessions are shorter, that is why it takes a lower share of total
usage in terms of total face time

Multimedia services - total face time and usage sessions breakdown

16%
Camera
36% Gallery
10%
Multimedia general
4%
Music
Music online
12% Video
41% 5% Video online

29%

• Only music face time

22% (not playback time)
13% included here

face time breakdown usage sessions breakdown

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 79

Men are more likely to give a try for Youtube

Multimedia use cases vs. gender

Panelists
used % Female
70 Male
61
60 56

50

40 38
30
30

20 17 17 17
14 14
10
10 6
4 3
2
0
Camera Gallery Multimedia Music Music online Video Video online
general

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 80

In music and online video related services, older people have less usage

Multimedia use cases vs. age

Panelists
<31
used %
31-40
65 63
59 58 41-50
60
>50
55
51
50
45
40
40
35
35
30 28 27 26
25
20 19 19
16 17 15
15 13 13 13 11
10 8 9 8
4 5 4
5 2 2 2 3
0
Camera Gallery Multimedia Music Music online Video Video online
general

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 81

 Build segments, understand
each unique user with a 360- Understand user activity with mobile apps - session
degree view on everyday life lengths & locations, data usage, sessions per day
and contexts and session depth

Measure mobile usage and Monitor mobile users in real-time, by

marketing campaign performance the hour, unique app users, app face
– adoption rates, stickiness, time, mobile multimedia users, web
conversion rates & ROI site visitors, page views, web site
visits, usage of voice & messaging,
data connections, breakdowns by
Powerful filtering and country, device and operator
reporting tools for
comprehensive analysis
Do more targeted and sophisticated
advertising or marketing communications

Zokem Mobile Life Panels™ - Interpreting Life

6-Feb-11 Zokem GSMA 2010-2011 / Confidential 82