Informate Mobile Intelligence First to Measure Smartphone Usage Internationally,
Report Currently Tracks 12 Countries and Will Expand to 25 by the End of 2015
SEATTLE – Americans are now spending an average of 4.7 hours a day on their smart phones – more than their counterparts in at least 11 countries around the world – according to a new monthly report from Informate Mobile Intelligence that tracks and measures consumer use of smartphones in 12 countries.
"Smartphones are becoming the primary screen for consumers here in the U.S. and around the world," said Informate CEO Will Hodgman. "But, surprisingly, none of the traditional digital measurement firms have taken this unequivocal dynamic seriously outside of the U.S. and a few international countries. This is not a U.S. and developed country dynamic. It is a global sea change. That's a powerful new dimension that we bring to the table."
The International Smartphone Mobility Report provides marketers, telecoms, OEMs, and developers with an unparalleled look at how consumers are using their smartphones in growing global markets including the U.S., India, Indonesia, Malaysia, the Phillipines, South Africa, Brazil, Mexico, Argentina, Thailand, Turkey and Qatar. By the end of 2015, the report will expand to more than 25 developed and developing countries including the United Kingdom, France, Germany, China, Russia, Australia, South Korea and Japan, to name a few.
Each edition of the monthly report will include key usage measurements and analysis that includes: overall smartphone usage and data consumption by country; overall engagement and reach; most-popular activities including gaming, video, and texting; share of time spent on key genres including utilities, surfing, chat and VOIP, calls; top apps; top properties accessed by reach; and other relevant monthly data.
Top Line Findings
Overall Engagement: The report reveals that Americans are spending the most time per day on their smartphones at 4.7 hours. At the other end of the spectrum, Brazil, Argentina and Mexico are spending the least amount of time coming in at under two hours each.
Data Consumption: The report also reveals the U.S. as having the highest average rate of monthly data consumption at 20 gigabytes. Indonesia's average consumption measured the lowest at three gigabytes per month. The report also found that Indonesia had the highest share of cellular data traffic at 59 percent (and lowest WiFi at 41 percent) and that Mexico and Brazil had the lowest cellular data traffic at five percent (95 percent WiFi).
Apps Usage: Google properties represented at least six of the top ten apps accessed across all markets. Facebook properties including FB Messenger, WhatsApp and Instagram accounted for the rest. In regard to entertainment apps, video and media player genres had a higher reach as compared to radio and TV. Video apps usage was highest in Mexico. Music usage was highest in India. Radio and TV apps were most popular in the U.S.
Informate has assembled consumer panels in 12 countries via the distribution of a free utility app called Data Diary.
Data Diary enables consumers to monitor and improve their data usage on smartphones and tablets by measuring both on-device and network activity. Each panelist opts-in and is ensured that all of his/her data is anonymous and aggregated to ensure that no personal information is disclosed. Data for the report was collected during December, 2014 with majority of panelists using Android devices. A complete version of the report is available to media upon request.
Founded in 2008, Informate is a privately held mobile measurement firm with 45 employees worldwide. Headquartered in Seattle, Wash. and with offices in Singapore and Mumbai, the company’s branded product suite includes mobile metering, consumer panels in 12 countries and analytics that enable consumer-facing companies to more effectively market to mobile customers who are increasingly using their smart devices to shop and purchase online. The company’s technology platform runs on Android, iOS, Symbian and BlackBerry. More information on the company can be viewed online at www.informatemi.com
FOR MORE INFORMATION:
Dan Branley (206) 914-1231