Mobile internet and handsets in the US: A comprehensive assessment, with forecasts to 2015

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Broadband - Cell Phones - Smart Phone
Broadband - North America - United States
Broadband - Wireless - 3G & 4G

Mobile internet and handsets in the US: A comprehensive assessment, with forecasts to 2015

Coda Research Consultancy Ltd.
3/23/2010
87 Pages

Abstract:
Document at a glance:

Type - US market and behavioral assessment, with forecasts to 2015
Printed page length - 87
Figures - 86
Number of forecasts - 39

A significantly more complex mobile ecosystem is rapidly emerging, populated by carriers, device manufacturers, software and application developers, advertisers, content providers and a range of other organizations and brands. At the heart of this emerging system is the mobile internet.

Organizations need to thoroughly understand this ecosystem in order to establish their roles and positions within it, orient it to their advantage, and make significant revenues from it.

This 87 page Coda Research Consultancy report covering the US market will help them to achieve this.

With forecasts to 2015, subjects analyzed in this publication include:

Feature phone, smartphone and touchscreen handset shipments, ownership and markets
Mobile internet users via smartphones and feature phones, and emerging user behavior
Vertical vs horizontal business models
Carrier revenues, including Voice, non-SMS data and SMS data
Mobile eCommerce revenues
Mobile advertising revenues across SMS, Display and Search
Handset data traffic
Carrier network performance
4G rollout across carriers
Internet activities including:

Social networking Mobile working
Location based services
Mobile banking and mobile payments
Mobile video
Music

An extended section on mobile video, including:

Monetisation and revenues
Drivers and hindrances to take-up
User behavior
Video services
Take-up, including paid subscribers

Applications, including:

Drivers to usage
App stores across operating systems
Paid vs free applications
Native apps vs paid apps
Games applications
Top future applications

User behavior and characteristics

Forecasts for 2010-2015 made in this report include:

3G+ handset users
Smartphone users
Feature phone users
Touchscreen handset users
Smartphone shipments
Touchscreen handset shipments
Feature phone shipments
Mobile internet users via smartphones
Mobile internet users via feature phones
Handset traffic by traffic type
Carrier revenues and ARPU across voice, SMS data and non-SMS data
eCommerce revenues via handsets
Ad revenues separated by SMS, display and search
Mobile video users, paid service subscribers, and subscription revenues
Mobile social networking users
Mobile banking users

Table of Contents:

Methodology.
Current mobile handset subscriber overview..: Smartphone vs feature phone subscribers.; Smartphone subscribers by operating system.; 3G+ handset subscribers.
Mobile handset subscriber forecasts.: All subscribers forecasts to 2015.; Feature phone subscriber forecast to 2015.; 3G+ mobile handset subscriber forecast to 2015.; Smartphone subscriber forecast to 2015.; Touchscreen handset subscriber forecast to 2015.; Mobile handset shipments.; Feature phone shipment forecast to 2015.; Smartphone shipments 2009, by operating system.; Smartphone shipments 2010 forecast, by operating system.; Smartphone shipment forecast to 2015.; Touchscreen handset shipments to 2015.
Vertical vs horizontal business models.: Vertical business model: advantages and disadvantages.; Horizontal business model: advantages and disadvantages.; Native apps - advantages and disadvantages.; Web apps - advantages and disadvantages.
Mobile internet user forecasts.: Mobile internet user forecast to 2015.; Mobile internet users via smartphones forecast to 2015.; Mobile internet users via feature phones forecast to 2015.
Data traffic forecasts via mobile carriers.: Monthly data traffic forecasts to 2015.; Impacts of mobile internet traffic upon carriers.; Carrier performance.
4G rollout.: Sprint; Verizon.; T-Mobile.; AT&T.
Mobile internet users.: Mobile internet users’ demographics.; Age and gender; Ethnicity.; Frequency of usage.
Mobile internet activities.: Top mobile activities.; Mobile internet activities by demographics.
Mobile workers.: Increasing importance of smartphones over laptops.; Emerging place of the iPhone for combining work and non-work.
Social networking.: Use of mobile handsets for social networking.; Social networking user forecast to 2015.; Social networking behavioral variations across mobile handsets.; Opportunities for marketing and advertising.; Mobile social networking by age.
Location based services.
Mobile banking.: Current users, including across smartphone handsets.; Mobile banking user forecast to 2015.; Benefits of mobile banking to financial institutions.; Focus on non-users and barriers to take-up.
Mobile payments.: Overview.; Opportunities.
Video: An in-depth view, with forecasts.: Mobile TV and mobile video - complementary or competitive?.; Mobile Video Reach.; Hindrances to mobile video use.; Behavior; Services.; Monetisation.; Video subscription revenues, and forecast to 2015.
Music.
Applications.: Drivers to smartphone purchase and mobile internet use.; Application stores.; Apple Application genres.; Paid vs free applications.; Top future consumer applications.; Focus on games applications.
Carrier revenues.: Voice revenues, and forecast to 2015.; Data revenues, and forecast to 2015.; ARPU, and forecast to 2015.; Flat rate pricing.; Tiered pricing.
eCommerce via mobile handsets.: Opportunities.; Revenue forecasts to 2015.
Mobile advertising.: Overview.; Revenue forecasts to 2015.
Bibliography.
About Coda Research Consultancy.
Forecasts: Forecast 1. Mobile handset subscribers, 2009-2015; Forecast 2. Feature phone subscribers, 2009-2015; Forecast 3. 3G+ mobile handset subscribers, 2009-2015; Forecast 4. Smartphone subscribers, 2009-2015; Forecast 5. Smartphone subscribers as share of all mobile handset subscribers, 2009-2015; Forecast 6. Touchscreen mobile handset subscribers, 2009-2015; Forecast 7. Feature phone shipments, 2009-2015; Forecast 8. Smartphone shipments, 2009-2015; Forecast 9. Smartphone share of all mobile handset shipments, 2009-2015; Forecast 10. Touchscreen mobile handset shipments, 2009-2015; Forecast 11. Touchscreen mobile handset shipments as proportions of all handset shipments, 2009-2015; Forecast 12. Mobile internet users via mobile handsets, 2009-2015; Forecast 13. Mobile internet users via smartphones, 2009-2015; Forecast 14. Mobile internet users via feature phones, 2009-2015; Forecast 15. Mobile internet use penetration (%) via feature phone subscribers, 2009-2015; Forecast 16. Handset data traffic per month, 2009-2015; Forecast 17. Smartphone data traffic vs feature phone traffic, 2009-2015; Forecast 18. Smartphone vs feature phone % data traffic split, 2009-2015; Forecast 19. Handset traffic by type, 2009-2015; Forecast 20. Data traffic per mobile handset subscriber, 2009-2015; Forecast 21. Smartphone data traffic per subscriber, 2009-2015; Forecast 22. People accessing social networking. Smartphones vs feature phones, 2009-2015; Forecast 23. Mobile social networking users as % of mobile subscribers. Feature phone vs smartphone users, 2009-2015; Forecast 24. Mobile banking users, 2009-2015; Forecast 25. Mobile banking user as % of handset subscribers, 2009-2015; Forecast 26. Mobile internet video users, 2009-2015; Forecast 27. Paid mobile video service subscribers, 2009-2015; Forecast 28. Mobile video subscription revenues, 2009-2015; Forecast 29. Voice vs data revenues, 2009-2015; Forecast 30. SMS vs non-SMS data revenues, 2009-2015; Forecast 31. SMS vs non-SMS data revenue percentage split, 2009-2015; Forecast 32. Contribution of voice, SMS and non-SMS revenues to overall revenues, 2009-2015; Forecast 33. Carrier ARPU: Voice vs SMS vs non-SMS data, 2009-2015; Forecast 34. eCommerce revenues via handsets, 2009-2015; Forecast 35. Proportions of eCommerce revenues created by handset subscriber, 2009-2015; Forecast 36. eCommerce revenues created per handset subscriber, 2009-2015; Forecast 37. Mobile advertising revenues, 2009-2015; Forecast 38. Ad revenues: SMS vs Display vs Search, 2009-2015; Forecast 39. Ad revenues: SMS, Display and Search ads share
Figures: Figure 1. The emerging mobile ecosystem; Figure 2. Feature phone vs smartphone users, Mar 2010; Figure 3. Smartphone users by operating system; Figure 4. Top ten countries for 3G mobile handset subscribers; Figure 5. 3G mobile handset subscribers by carrier, 2009; Figure 6. Top selling smartphones 4Q09; Figure 7. Smartphone shipments by operating system, 2009; Figure 8. Smartphone shipments by operating system, 2010 forecast; Figure 9. Top post paid countries; Figure 10. Proportion of smartphone owners who would and would not recommend their device; Figure 11. Mobile internet user penetration across smartphone brands; Figure 12. Smartphone OS penetration vs OS traffic share; Figure 13. Impact of smartphone penetration on network utilization; Figure 14. Selected cities with low mobile internet carrier reliability via smartphones; Figure 15. Mobile internet reliability by carrier; Figure 16. Average upload and download carrier speeds via smartphones; Figure 17. Typical throughout speeds, comparing 3G with LTE; Figure 18. Sprint WiMax coverage map by city; Figure 19. Mobile internet % reach by age and gender; Figure 20. Mobile internet users by age and gender; Figure 21. Mobile internet % reach by ethnicity; Figure 22. Mobile internet users by ethnicity; Figure 23. Top sites visited via mobile internet; Figure 24. Key mobile internet activities by age; Figure 25. Teenagers’ mobile internet activities; Figure 26. Selected top mobile internet sites visited by women (unique users); Figure 27. Selected top mobile internet sites visited by women (unique users); Figure 28. Social networking users accessing Facebook, MySpace and Twitter, 2009 vs 2010; Figure 29. Mobile social networking users by age; Figure 30. Location based usage among smartphone owners, by smartphone brand; Figure 31. Per-transaction costs by banking channel; Figure 32. Barriers to take-up of mobile banking; Figure 33. Mobile banking - Top future activities; Figure 34. Mobile video user age composition, compared with TV and internet; Figure 35. Mobile video penetration by age; Figure 36. Mobile video content viewed, by genre; Figure 37. Top ten mobile video channels visited by users; Figure 38. What 13-17 year old mobile video users watch; Figure 39. Application usage across operating systems; Figure 40. Numbers of applications available, by app store; Figure 41. Top ten Apple App Store application genres; Figure 42. Average application downloads per month: iPhone vs Android vs Palm users; Figure 43. Free vs paid applications, by app store; Figure 44. Percentage of users who purchase at least one application per month, iPhone vs Android vs Palm users; Figure 45. Top future consumer applications; Figure 46. Average weekly playing time - iPhone vs Nintendo DS vs Sony PSP users

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