Más contenido relacionado La actualidad más candente (6) Similar a Ericsson Consumer Labs: Why cities will drive traffic growth (20) Ericsson Consumer Labs: Why cities will drive traffic growth 2. © Ericsson AB 2012 | June 2012 | Page 2 (12)
0
20
40
60
80
100
Estimated world
population
distribution, 2017**
Estimated mobile
traffic, 2017
**Metro: >4,000 people/sq km, Urban: 1,000-4,000
people/sq km, Suburban: 300-1,000 people/sq km, Rural:
<300 people/sq km
Cities will drive Traffic growth
› By 2017, urban and metro areas
will generate 60 percent of all
mobile traffic, although they will
be home to only 30 percent of the
population.
› Why is this the case?
Population versus mobile traffic distribution (%)
Suburban
Rural
Urban
Metro
Suburban
Rural
Urban
Metro
30%
60%
(Source: Ericsson)
3. © Ericsson AB 2012 | June 2012 | Page 3 (12)
Ericsson ConsumerLab
City Study 2011
› Conducted in 13 major cities
− 1,500 interviews/city
− Sample representative of the advanced online population: 100 million citizens
of cities, nearly half of the total population of the 13 cities
› The collected data represents the half of the total population that uses the
internet most frequently (at least weekly)
Moscow
Stockholm
Tokyo
Seoul
MumbaiCairo
Johannesburg
London
São Paulo
Los Angeles
New York
Beijing
Hong Kong
4. © Ericsson AB 2012 | June 2012 | Page 4 (12)
High rate of Smartphone
ownership
› Only about 10 to 15
percent of the worldwide
installed base of
subscriptions uses
smartphones (*)
City Study 2011 results:
› About 40 percent of city
dwellers own an iPhone or
an Android phone
› Major differences exist
between cities
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totalaverage
C
airo
JohannesburgM
um
bai
Stockholm
BeijingM
oscowSão
Paulo
Tokyo
SeoulLondon
Los
AngelesN
ew
York
H
ong
Kong
An iPhone An Android phone Another type of mobile phone
(Source: Ericsson ConsumerLab City Study 2011 Base: All (online population)
(*) Source: Ericsson Traffic and Market Report (June 2012)
5. © Ericsson AB 2012 | June 2012 | Page 5 (12)
Heavy usage of mobile services, incl. high-
capacity services
Share (%) who use each service at least five times a day (heavy users)
A total of 7 percent watch videos on their
mobile phones more than five times a day
Source: Ericsson ConsumerLab City Study 2011 Base: All (online population)
A total of 14 mobile services are used more than five times a day by
at least 10 percent of city dwellers
0% 10% 20% 30% 40% 50% 60%
Buy tickets, do small transactions or payments
Use mapping, navigation or positioning services
Check timetables and/or traffic information
Watch video clips/movies/TV
Send/receive MMS/photo messages
Connect to Wi-Fi/Hotspots
Play games
Use instant messaging service
Use the camera and/or video function
Update/write on social networks
Use calendar/diary function
Listen to music and/or radio
Check/read social networks
Use of apps to access internet
Send/receive e-mails
Browsing of the internet
Send/receive SMS/text messages
Make/receive calls
6. © Ericsson AB 2012 | June 2012 | Page 6 (12)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totalaverage
Cairo
Johannesburg
M
um
baiStockholm
Beijing
M
oscowSão
Paulo
Tokyo
Seoul
London
Los
AngelesNew
YorkHong
Kong
Use daily Use weekly Use monthly Use less often Don’t use
High mobile-broadband
connection rate
(*) Source: Ericsson Traffic and Market Report (June
2011)
› At the end of 2011, about 17
percent of the world’s mobile
subscriptions were mobile-
broadband subscriptions (*)
City Study 2011 results:
› In all, 40 percent of city
dwellers have a mobile-
broadband subscription
› More than 30 percent of mobile-
broadband users use it daily
› In all, 9 out of 10 mobile-
broadband users use it for
personal reasons; 5 out of 10
for work reasons
Source: Ericsson ConsumerLab City Study 2011 Base: All/mobile-broadband users (online population)
7. © Ericsson AB 2012 | June 2012 | Page 7 (12)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totalaverage
C
airo
JohannesburgM
um
bai
S
tockholm
B
eijingM
oscowS
ão
P
aulo
Tokyo
S
eoulLondon
Los
A
ngelesN
ew
Y
ork
H
ong
Kong
Every day Every week Every month Less often Never Don’t know
frequent Connection to wi-fi networks
outside the home
“Outside your home, how often do you connect your laptop/portable computer or tablet
computer to a Wi-Fi network (not via mobile phone)?”
› In all, 40 percent of
laptop/tablet owners connect
weekly to a Wi-Fi network
outside the home
› Daily and weekly usage of
Wi-Fi networks is nearly twice
as high among citizens in city
centers as it is among
residents of suburbia
Source: Ericsson ConsumerLab City Study 2011 Base: All/mobile-broadband users (online population)
8. © Ericsson AB 2012 | June 2012 | Page 8 (12)
High usage of internet services, including
high-capacity services
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Buy products
Distance learning
IP-telephony
Check time schedules/traffic information
Internet banking
Watch longer videos
On-line gaming
Listen to music
Watch video clips
Product info/price comparisons
Social networks: Update/write/upload
Browsing the internet (work usage)
Chat/messaging
Read newspaper/magazines
Work e-mail
Social networks: Read/check
Personal e-mail
Browsing the internet (Personal use)
Share (%) who use each service at least daily
Source: Ericsson ConsumerLab City Study 2011 Base: All (online population)
More than 10 internet services, including high-capacity services such as
watching videos, are used daily by at least 30 percent of city dwellers
35%
28%
9. © Ericsson AB 2012 | June 2012 | Page 9 (12)
The mobile phone: access point
to the internet
› A total of 50 percent
of city dwellers
connect daily to the
internet using their
mobile phones
Source: Ericsson ConsumerLab City Study 2011 Base: All (online population)
10. © Ericsson AB 2012 | June 2012 | Page 10 (12)
0 1 2 3 4 5 6
Total average
Moscow
Johannesburg
Sao Paulo
Cairo
Seoul
Los Angeles
Beijing
Hong Kong
New York
London
Tokyo
Stockholm
Mumbai
Heavy use of online social
networks
Source: Ericsson ConsumerLab City Study 2011 Base: Use of online social networks (online population)
› City dwellers access online
social networks three to five
times a day on average
› The prime driver for usage is
staying up-to-date with what
family and friends are doing
(about 45 percent)
› The third-most common
activity is connecting and
exchanging ideas with others
Usage of online social networks (times/day)
11. © Ericsson AB 2012 | June 2012 | Page 11 (12)
ict is important in the
workplace
› More than 50 percent of city
dwellers consider it critical to
have internet access at work
› Having a mobile phone
is critical for 36 percent
› Having mobile broadband
and/or Wi-Fi access
is critical for close to
20 percent
Source: Ericsson ConsumerLab City Study 2011
Base: Working population (online population)
0% 10% 20% 30% 40% 50% 60%
Tablet computer
Mobile broadband and/or Wi-Fi
Laptop computer/Netbook
Fixed phone
Mobile phone
Desktop computer
High-speed or broadband internet
Internet in general
Share of working population that views the following products/services
as critical for their ability to do their job
Notas del editor 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 2011-11-06 ************************************************ Slide owner: Urban Life, BNET strategic marketing Latest update: April 2012 ************************************************ 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 2011-11-06 ************************************************ Slide owner: Urban Life, BNET strategic marketing Latest update: April 2012 ************************************************ On the left side of the graph, we can see the forecasted distribution of the world’s population in 2017. The graph shows that 30 percent of the world’s population is forecasted to live in metro and urban areas (defined as areas with a population density of more than 1,000 people per square kilometer). These areas represent less than 1 percent of the earth’s total land area, yet they are set to generate about 60 percent of mobile traffic by 2017. That’s why we believe cities will drive traffic growth. (Source: Ericsson Traffic and Market Data Report Interim Update 2012: http://www.ericsson.com/res/docs/2012/tmd_report_feb_web.pdf) 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 CITY LIFE 2011 (ConsumerLab report) CITY LIFE 2011 (ConsumerLab report) CITY LIFE 2011 (ConsumerLab report) 08/07/13 2011-11-06 © Ericsson AB 2012 Ericsson AB 2011 Ericsson AB 2011 Ericsson AB 2011 Sampling/weighting according to official (online) demographics, with three exceptions: Gender was collected 50/50, city center/suburban was also collected 50/50, and the 50+ age group was boosted in some cities to include at least 6 percent of the sample for each city (minimum of 100 respondents per city and age group) . 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 2011-11-06 ************************************************ Slide owner: Urban Life, BNET strategic marketing Latest update: April 2012 ************************************************ Android phones and iPhones accounted for about 70 percent of smartphone shipments in 2011 (source: Strategy Analytics, February 2012). Note: Symbian OS included. The smartphone market itself grew to 491 million units worldwide in 2011, a 64 percent increase on the 2010 total of 299.5 million. This growth was fuelled almost entirely by shipments of Android phones and iPhones, which now account for a combined 68 percent of the smartphone market, compared to 39 percent in 2010 (Symbian 17 percent, Blackberry 10 percent, Windows 2 percent). This means that all cities included in the study had rates of smartphone ownership that were far above the worldwide average, with the exceptions of Cairo (15 percent ownership of iPhone and Android phones) and Tokyo (20 percent). In the case of Tokyo, the low figure is not indicative of the maturity of the market. Japan has strong domestic phone manufacturers that use domestic standards and offer very advanced mobile phones which have not really “needed” to be smartphones. 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 2011-11-06 ************************************************ Slide owner: Urban Life, BNET strategic marketing Latest update: April 2012 ************************************************ 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 2011-11-06 ************************************************ Slide owner: Urban Life, BNET strategic marketing Latest update: April 2012 ************************************************ 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 2011-11-06 ************************************************ Slide owner: Urban Life, BNET strategic marketing Latest update: April 2012 ************************************************ Devices used to connect to the internet ”daily”: desktop computer (79 percent), laptop (71 percent), tablet (53 percent), mobile phone (50 percent), other (25 percent) 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 2011-11-06 ************************************************ Slide owner: Urban Life, BNET strategic marketing Latest update: April 2012 ************************************************ The second-largest driver for usage of online social networks is to update information (about 25 percent). Online social networking is used by all respondents, and the frequency is partly dependent on age. The main reason for using these networks is much the same for all age groups and segments, as well as between citizens in city centers and those in suburban areas. 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012 08/07/13 June 2012 © Ericsson AB 2012 © Ericsson AB 2012 June 2012 © Ericsson AB 2012