ESPOO, Finland, February 24, 2012 /PRNewswire/ --
How they rank against each other? Over the past several years CEM4Mobile Solutions, the provider of innovative Customer Experience Management (CEM) solutions and services for Mobile Operators and Service Providers, has been monitoring different trends in the mobile market.This time we analysed the flagship smartphone products from Nokia, Apple and Samsung. How equally these 'ecosystem drivers' engage their owners in content services?
The research included sample data from 1 December 2011 to 19 February 2012 comprising 24.9 million transactionsfrom 1.8 million users who executed 8.4 million visitswithmobile optimised services in the Nordic countries.
We wanted particularly to understand how equally the devices and their operating systems, Windows Phone, Android and iOS, are engaging their users. We selected the following Key Performance Indicators (KPIs) which all enlighten engagement from different angles:
- Return Rate: the average amount of times user has returned to the service
- Click Depth: average amount of pageviews generated within a visit
- Bounce Rate: percentage of visitors who entered the site and left immediately
- Average visit length: average amount of time visitors spent on the siteper/ visit
In addition we analysed usage patterns on WiFi versus mobile data usage and possible differences how well the devices are encouraging their owners to access the services through multiple access channels namely WiFi, Internet APN and WAP Gateway.
Are highlighted in the following table with the best values in bold and underlined:
Apple iPhone 4S Samsung Galaxy S II Nokia Lumia 800 Sample Transactions 17.111.898 6.392.800 1.363.903 Interactions 6.181.029 1.851.601 371.990 Engagement Return rate 4,35 7,39 4,56 Click depth 2,77 3,45 3,67 Bounce Rate 44,58 35,67 34,63 Avg.visit length 262 301 318 Access type WiFi traffic 65 % 49 % 43 % Mobile Internet traffic 35 % 50 % 56 % WAP traffic 0 % 1 % 1 % Source: CEM4Mobile Solutions Ltd
Based on the KPIs the fiercely competing devices reach the following positions on the engagement podium:
Apple iPhone 4S Samsung Galaxy S II Nokia Lumia 800 Return rate 3. 1. 2. Click depth 3. 2. 1. Bounce Rate 3. 2. 1. Avg. visit length 3. 2. 1. Source: CEM4Mobile Solutions Ltd
Results are awesome and encouraging for Nokia.Lumia took the first positions on all the other than the Return Rate where Samsung was able to reach the pole position. Galaxy users are the most loyal towards to the services and returned in average more than 7 times in the analysed ten weeks period.
Results for Apple were surprisingly lame across all the KPIs. In the light of this survey the flagship products from other vendors have been able to bypass iPhone in terms of service engagement. This may have something to do with the fact that Apple decided to postpone the iPhone 5 launch from 2011.
Lumia users possess the greatest in-service figures, where the Lumia users consumed the highest amount of pages within a visit (3,67) and spent the longest time in the service.
iPhone users are the most aggressive WiFi connection users with total of 65%of users visiting services through wireless hotspots. Lumia is likely to please mobile operators because the users seem to use considerably more mobile network as the access point (57%) compared to iPhone (35%) and Galaxy (51%) users.
This survey didn't seek to measure market shares but the transaction figures show that iPhone is a very popular handset in the Nordic countries. Lumia was released to the market just in December and in the light of the transactions the take up has been good.
Transactions from the mobile applications were not includedto this survey because there was not yet statistically sufficient sample available from Windows applications. From the device engagement point of view things look encouraging for Nokia but as highlighted in our earlier research found at:(http://www.cem4mobile.com/blog/posts/key-mobile-market-trends-ii-mobile-apps-vs-mobile-browsing/) mobile applications produce a higher service loyalty than mobile browsing and thus it is crucialfor Nokia to get enough appealing applications available to the Windows Marketplace and to the end-users handsets.
About CEM4Mobile Solutions
CEM4Mobile Solutions (http://www.cem4mobile.com) is a world-class expert in mobile analytics and Customer Experience Management. CEM4Mobile's product and service offering provides Quality of Experience (QoE) analysis which concentrates on end-users when they access digital services from their wireless devices enabling companies to optimize the customer dialogue, assure end-to-end service experience and maximize the number of satisfied, loyal and advocate customers. Digital services are the new voice of the mobile industry. Attract, retain and engage your customers.
More information about the survey and CEM4Mobile solution please visit Hall 2, stand 2A70 at Mobile World Congress or contact us at:
CEM4Mobile Solutions Ltd
Kappelitie 6 A
02200 Espoo, Finland
Product information: http://www.cem4mobile.com
SOURCE CEM4Mobile Solutions Ltd