Reportlinker Adds Mobile Internet and Handsets in the US: A Comprehensive Assessment, with Forecasts to 2015

NEW YORK, March 24 /PRNewswire/ -- Reportlinker.com announces that a new market research report is available in its catalogue:

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

http://www.reportlinker.com/p0183461/Mobile-internet-and-handsets-in-the-US-A-comprehensive-assessment-with-forecasts-to-2015.html

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

Organizations mentioned in this report

1st Bank

ABC

Adobe

Alltel

America First

AoL

Apple

AT&T

Bancorp South

Bank of America

BB&T

Best Buy

BlockBuster

Capital One

Carolina First

CBS

Cellity

Chase

Citibank

Citizens Bank

Clearwire

Comcast

Comedy Central

Comerica

E!

Eastern Bank

ESPN

Facebook

Fandango

Fifth Third Bank

Fox Interactive

Media

Google

HSBC

HTC

Hulu

Huntington Bank

IBC Bank

Infineon

KeyBank

LG

M&T

MediaFLO

Mercantile Bank

MetroPCS

Microsoft

MobiTV

Motorola

MSN

MTV

MySpace

NBC

Nintendo

Nokia

Northeast Bank

Palm

PayPal

PNC

Provident Bank

Qualcomm

Regions

RIM

Samsung

Sony

Sony Ericsson

Spotify

Sprint

Starbucks

SunTrust

Synovus

T-Mobile

Trinity Mobile

Twitter

US Bank

US Cellular

USAA

Veoh

Verizon

Wachovia

Wayfinder

Weather Channel

Wells Fargo

Yahoo!

Yellow Pages

YouTube

Table of Contents

Introduction ...........3

Organizations mentioned in this report..4

Forecast summary..9

Methodology.........11

The emerging mobile eco-system.........12

Current mobile handset subscriber overview.......13

Why smartphones are important..............13

Smartphone vs feature phone subscribers 13

Smartphone subscribers by operating system...........14

3G+ handset subscribers.........15

Current penetration: US in context....15

3G+ mobile handset subscribers split across carriers .....15

Mobile handset subscriber forecasts ....16

All subscribers forecasts to 2015..............16

Feature phone subscriber forecast to 2015...............16

3G+ mobile handset subscriber forecast to 2015 ......17

Smartphone subscriber forecast to 2015 ..18

Touchscreen handset subscriber forecast to 2015.....18

Mobile handset shipments....20

Top selling mobile phones Qtr 4 09..........20

Feature phone shipment forecast to 2015 21

Smartphone shipments 2009, by operating system ...21

Smartphone shipments 2010 forecast, by operating system .............22

Smartphone shipment forecast to 2015....22

Pre-paid vs post-paid .......23

Declining prices and replacement purchases......24

Consumer recommendations of smartphone brands ......24

Touchscreen handset shipments to 2015..25

Vertical vs horizontal business models.26

Vertical business model: advantages and disadvantages ..26

Horizontal business model: advantages and disadvantages ..26

Native apps – advantages and disadvantages...........27

Web apps – advantages and disadvantages..............27

Mobile internet user forecasts..............28

Mobile internet user forecast to 2015.......28

Mobile internet users via smartphones forecast to 2015 28

Mobile internet users by smartphone brand.......29

Mobile internet users via feature phones forecast to 2015 30

Data traffic forecasts via mobile carriers .............31

Monthly data traffic forecasts to 2015 ......31

All handset data traffic, to 2015........31

Data traffic: smartphones vs feature phones, to 2015 ........ 32

Video vs other handset traffic, to 2015............. 32

Data traffic per handset subscriber, to 2015 ..... 33

Data traffic per smartphone subscriber, to 2015 ….33

Impacts of mobile internet traffic upon carriers........ 34

Carrier capacity .............. 34

Signaling ........ 35

Carrier performance............... 36

Peak carrier capacity and impacts of smartphone usage....... 36

Carrier speeds and reliability............ 37

4G rollout..............39

Sprint.... 39

Verizon.. 39

T-Mobile 40

AT&T .... 41

Mobile internet users............42

Mobile internet users' demographics ....... 42

Age and gender.............. 42

Ethnicity 43

Frequency of usage 44

Mobile internet activities......45

Top mobile activities .............. 45

Mobile internet activities by demographics............... 46

Mobile internet activities by age....... 46

Focus on teenagers......... 46

Mobile activities by gender .............. 47

Mobile workers.....49

Increasing importance of smartphones over laptops. 49

Emerging place of the iPhone for combining work and

non-work......... 49

Social networking.50

Use of mobile handsets for social networking .......... 50

Social networking user forecast to 2015 .. 50

Social networking behavioral variations across mobile

handsets ......... 51

Feature phone users vs smartphone users........ 51

Variations according to smartphone brand........ 52

Opportunities for marketing and advertising ............ 52

Mobile social networking by age ............. 53

Location based services........54

Mobile banking.....55

Current users, including across smartphone handsets55

Mobile banking user forecast to 2015...... 55

Benefits of mobile banking to financial institutions ... 56

Focus on non-users and barriers to take-up............. 57

Mobile payments ..59

Overview............... 59

Opportunities......... 59

Video: An in-depth view, with forecasts...............60

Mobile TV and mobile video – complementary or competitive?.....60

Mobile Video Reach….60

Mobile video users, and forecast to 2015 ..........60

Paid video service subscribers, and forecast to 2015.........61

Hindrances to mobile video use ...............61

Cost…….61

Streaming vs side-loading ……62

Culture............62

Behavior 62

Mobile video users – audience composition by age ……62

Viewing time ...63

When and where viewed……63

Content viewed ...............63

Teens: drivers to mobile video take up..............64

Services …...65

Dedicated services - MobiTV.............65

Film, and hindrances to take up on mobile phones 66

TV Everywhere: Mobile video via cable companies 66

Mobile web, aggregators and carrier services ....66

Personalization and applications: why mobile video will outgrow mobile TV...............67

User generated content....67

Monetisation...........68

Advertising on mobile TV and video ……68

Toward an advertising subsidized subscription model .......68

Video subscription revenues, and forecast to 2015....69

Music ....70

Applications..........71

Drivers to smartphone purchase and mobile internet use ..71

Application stores ...71

Apple Application genres .........72

Paid vs free applications..........73

Top future consumer applications ............75

Focus on games applications ...75

Threat to dedicated portable games device usage and purchase ............75

Paid games .....76

Carrier revenues...77

Voice revenues, and forecast to 2015 ......77

Data revenues, and forecast to 2015 .......77

ARPU, and forecast to 2015.....79

Flat rate pricing ......79

Tiered pricing .........79

Tiered pricing – indicative of revenues shifting away from carriers.....80

eCommerce via mobile handsets..........81

Opportunities .........81

Revenue forecasts to 2015......81

Mobile advertising…..83

Overview................83

Revenue forecasts to 2015......83

SMS advertising revenues ….84

Search advertising revenues.............85

Display ad revenues.........85

Bibliography .........86

About Coda Research Consultancy.......87

List of Forecasts

Forecast 1. Mobile handset subscribers, 2009-2015 .......16

Forecast 2. Feature phone subscribers, 2009-2015 ........17

Forecast 3. 3G+ mobile handset subscribers, 2009- 2015 ..17

Forecast 4. Smartphone subscribers, 2009-2015............18

Forecast 5. Smartphone subscribers as share of all mobile handset subscribers, 2009-2015….18

Forecast 6. Touchscreen mobile handset subscribers, 2009-2015..........19

Forecast 7. Feature phone shipments, 2009-2015 .........21

Forecast 8. Smartphone shipments, 2009-2015 .............22

Forecast 9. Smartphone share of all mobile handset shipments, 2009-2015.........23

Forecast 10. Touchscreen mobile handset shipments, 2009-2015..........25

Forecast 11. Touchscreen mobile handset shipments as proportions of all handset shipments, 2009- 2015 ..25

Forecast 12. Mobile internet users via mobile handsets, 2009-2015...........28

Forecast 13. Mobile internet users via smartphones, 2009-2015..........29

Forecast 14. Mobile internet users via feature phones, 2009-2015..........30

Forecast 15. Mobile internet use penetration (%) via feature phone subscribers, 2009-2015..30

Forecast 16. Handset data traffic per month, 2009- 2015 ..31

Forecast 17. Smartphone data traffic vs feature phone traffic, 2009-2015 ...............32

Forecast 18. Smartphone vs feature phone % data traffic split, 2009-2015 ........32

Forecast 19. Handset traffic by type, 2009-2015 ...........33

Forecast 20. Data traffic per mobile handset subscriber, 2009-2015.........33

Forecast 21. Smartphone data traffic per subscriber, 2009-2015..........34

Forecast 22. People accessing social networking. Smartphones vs feature phones, 2009-2015 .........51

Forecast 23. Mobile social networking users as % of mobile subscribers. Feature phone vs

smartphone users, 2009-2015 .............51

Forecast 24. Mobile banking users, 2009-2015 ..............55

Forecast 25. Mobile banking user as % of handset subscribers, 2009-2015 .......56

Forecast 26. Mobile internet video users, 2009-2015 .....61

Forecast 27. Paid mobile video service subscribers, 2009-2015..........61

Forecast 28. Mobile video subscription revenues, 2009-2015..........69

Forecast 29. Voice vs data revenues, 2009-2015 ...........77

Forecast 30. SMS vs non-SMS data revenues, 2009- 2015 ..78

Forecast 31. SMS vs non-SMS data revenue percentage split, 2009-2015 78

Forecast 32. Contribution of voice, SMS and non-SMS revenues to overall revenues, 2009-2015............. 78

Forecast 33. Carrier ARPU: Voice vs SMS vs non-SMS data, 2009-2015 79

Forecast 34. eCommerce revenues via handsets, 2009-2015......... 81

Forecast 35. Proportions of eCommerce revenues created by handset subscriber, 2009-2015........... 82

Forecast 36. eCommerce revenues created per handset subscriber, 2009-2015 ........... 82

Forecast 37. Mobile advertising revenues, 2009-2015 ... 83

Forecast 38. Ad revenues: SMS vs Display vs Search, 2009-2015......... 84

Forecast 39. Ad revenues: SMS, Display and Search ads share........... 84

List of Figures

Figure 1. The emerging mobile ecosystem ... 12

Figure 2. Feature phone vs smartphone users, Mar 2010 . 14

Figure 3. Smartphone users by operating system ......... 14

Figure 4. Top ten countries for 3G mobile handset subscribers ........ 15

Figure 5. 3G mobile handset subscribers by carrier, 2009 . 15

Figure 6. Top selling smartphones 4Q09 ...... 20

Figure 7. Smartphone shipments by operating system, 2009 . 21

Figure 8. Smartphone shipments by operating system, 2010 forecast..... 22

Figure 9. Top post paid countries 23

Figure 10. Proportion of smartphone owners who would and would not recommend their device ..... 24

Figure 11. Mobile internet user penetration across smartphone brands ............ 29

Figure 12. Smartphone OS penetration vs OS traffic share. 34

Figure 13. Impact of smartphone penetration on network utilization.............. 36

Figure 14. Selected cities with low mobile internet carrier reliability via smartphones........ 37

Figure 15. Mobile internet reliability by carrier .............. 37

Figure 16. Average upload and download carrier speeds via smartphones ..... 38

Figure 17. Typical throughout speeds, comparing 3G with LTE ............ 39

Figure 18. Sprint WiMax coverage map by city ............. 40

Figure 19. Mobile internet % reach by age and gender . 42

Figure 20. Mobile internet users by age and gender...... 43

Figure 21. Mobile internet % reach by ethnicity............ 43

Figure 22. Mobile internet users by ethnicity 43

Figure 23. Top sites visited via mobile internet ............. 45

Figure 24. Key mobile internet activities by age............ 46

Figure 25. Teenagers' mobile internet activities ............ 47

Figure 26. Selected top mobile internet sites visited by women (unique users)........ 47

Figure 27. Selected top mobile internet sites visited by women (unique users).48

Figure 28. Social networking users accessing Facebook, MySpace and Twitter, 2009 vs 2010.....50

Figure 29. Mobile social networking users by age ..........53

Figure 30. Location based usage among smartphone owners, by smartphone brand .........54

Figure 31. Per-transaction costs by banking channel......56

Figure 32. Barriers to take-up of mobile banking ...........57

Figure 33. Mobile banking – Top future activities...........58

Figure 34. Mobile video user age composition,

compared with TV and internet........62

Figure 35. Mobile video penetration by age...................63

Figure 36. Mobile video content viewed, by genre .........64

Figure 37. Top ten mobile video channels visited by users......64

Figure 38. What 13-17 year old mobile video users watch.....65

Figure 39. Application usage across operating systems ..71

Figure 40. Numbers of applications available, by app store ......72

Figure 41. Top ten Apple App Store application genres ..72

Figure 42. Average application downloads per month: iPhone vs Android vs Palm users ......73

Figure 43. Free vs paid applications, by app store .........74

Figure 44. Percentage of users who purchase at least one application per month, iPhone vs Android vs Palm users..................74

Figure 45. Top future consumer applications.................75

Figure 46. Average weekly playing time – iPhone vs Nintendo DS vs Sony PSP users .......76

To order this report:

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

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