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Consumer smartphone analytics: applications and services

Giulio Sinibaldi Research Analyst
Martin Scott Principal Analyst, Research

"Operators should design mobile plans that encourage user engagement and data generation."

A deeper understanding of how users engage with their smartphones can help telecoms operators, vendors and software developers make more-informed strategic and tactical decisions. In this report, we analyse data collected in real time from more than 8000 smartphones, and provide insights into how people use and interact with key applications and services in Germany, India, the UK and the USA.

This report provides answers to the following questions:

  • How much time is spent on smartphones on average and how is this distributed across various apps and services?
  • How much data is generated by each app or service?
  • Which networks are used for which apps and services, and to what degree?
  • When is usage more active and why?
  • What is the overall penetration of various app types and services?
  • How many distinct app types and services does an average smartphone user use?
  • How does this vary across the panel?

Survey data coverage

The analysis is based on data provided by Verto Analytics, and was collected using a passive on-device monitoring app called Smart Panel. The app runs in the background of the device. It registers actions undertaken by the user and relevant activity on the device, namely:

  • app download and usage
  • system processes
  • data traffic by each app/process
  • voice traffic
  • web browser activity.

Geographical coverage

  • Germany
  • India
  • United Kingdom (UK)
  • United States of America (USA).