New Survey from CEM4Mobile Solutions
How do 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 transactions from 1.8 million users who executed 8.4 million visits with mobile 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 page views generated within a visit
- Bounce Rate: percentage of visitors who entered the site and left immediately
- Average visit length: averageamount of time visitors spent on the site per/ 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.
The Results
Are highlighted in the following table with the best engagement 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
Some Conclusions
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 included to 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 crucial for Nokia to get enough appealing applications available to the Windows Marketplace and to the end-users handsets.
i own both opumits black and opumits 3Das compared to galaxy s and s2 and others(my cousins have)there’s not much of a difference in day to day performance, they are great phonesthe downside though is that lg is late in software updates and support but still lg is providing ICS for both(shouldn’t provide more than one update but still lg is doing it!)