Ericsson reveals strong growth in Smart mobile devices and highlights Kiwi’s Smart mobile habits

22/08/2012 Categories: Press Releases

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New Zealanders’ tablet ownership is expected to triple in the next six months and smartphone ownership is likely to reach almost 50%.
Key motivating factors for purchasing a smartphone are: the need to upgrade an existing device, to enable emailing/messaging and for using apps.
New Zealand retailers and mobile app developers can take note that games, weather and banking/e-payment are likely to be the most popular app genres downloaded in the coming months. Features such as speech-to-text, QR codes reader, mobile wallet and mobile banking functionality are also flagged for growing uptake in usage.
Results confirm that operators need to ensure that their networks are smartphone-ready, capable of delivering superior coverage, speed and reliability as well as handling the continued mobile data growth driven by non-voice usage.

New Zealand Today

Ericsson’s ConsumerLab1 analysis of New Zealand residents survey responses highlights the growing popularity of mobile devices and findings reveal what uses for mobile devices have the biggest growth potential.

“Internet surfing, portability and PC-like functionality are key drivers for tablet purchases, whereas the key motivating factors for smartphone users are the need to upgrade their existing devices, enable emailing/messaging and for using apps,” said Kursten Leins, Ericsson General Manager Strategic Marketing.

“New Zealand respondents indicated that SMS, voice calls, and use of apps are the top drivers for current smartphone use; however speech-to-text, QR code reader, and mobile wallet are the functions with the largest potential for growth.

These findings suggest that growth in network usage will primarily be driven by mobile data and operators need to consider how they can best capitalize on this fast-growing segment.

“Operators need to ensure that their networks are smartphone-ready, capable of delivering superior coverage, speeds and reliability. They must also be ready to handle the continued mobile data growth, fuelled by non-voice usage” said Mr Leins.

Looking at the uses that are driving growth in mobile data, the most popular mobile application types used by New Zealanders are communication apps (Internet calls/VOIP, email, social networking or instant messaging), followed by gaming, TV/Video apps and then general search..

When asked how often apps are used, 31 percent of respondents indicated they access apps several times a day, and 17 percent said at least once a day, in total 48% of Kiwis access apps on a daily basis.

“Taking a look at future app downloading habits, shows that gaming will lead followed by Internet calling, with weather apps moving up to the third position. However downloading of banking and e-payment apps jumps from 10th to 4th position.

“For operators, the survey results make a valuable contribution to network planning considerations, by revealing likely uptake of smartphones and tablets, and in particular indicating the most popular uses and services that are driving growth in mobile data. From a retail perspective, the results also show what is driving the purchase of these devices,” said Mr Leins.

These findings confirm that New Zealanders are rapidly stepping into the Networked Society, where mobility, broadband and cloud computing will empower people, business and society. In the Networked Society vision anyone and anything that can benefit from being connected will be.

Current and future usage of mobile activities

Frequency of app usage

1 Ericsson ConsumerLab undertook analysis of an on-line study of 500 New Zealand residents aged between 16-60, which represents 2.3 million people, this was part of a survey of 58 countries covering a total of 47,577 people carried out by a global market research company, TNS.

* Based on the respondents expressed interest

FURTHER READING:

Ericsson ConsumerLab has more than 15 years’ experience of studying people’s behaviours and values, including the way they act and think about ICT products and services. Ericsson
ConsumerLab provides unique insights on market and consumer trends. Ericsson ConsumerLab gains its knowledge through a global consumer research program based on interviews with 100,000 individuals each year, in more than 40 countries and 15 megacities – statistically representing the views of 1.1 billion people. Both quantitative and qualitative methods are used, and hundreds of hours are spent with consumers from different cultures.

To be close to the market and consumers, Ericsson ConsumerLab has analysts in most of the regions where Ericsson is present, which gives a thorough global understanding of the ICT market and business models

Ericsson is the world's leading provider of communications technology and services. We are enabling the Networked Society with efficient real-time solutions that allow us all to study, work and live our lives more freely, in sustainable societies around the world.

Our offering comprises services, software and infrastructure within Information and Communications Technology for telecom operators and other industries. Today more than 40 percent of the world's mobile traffic goes through Ericsson networks and we support customers’ networks servicing more than 2,5 billion subscribers.

We operate in 180 countries and employ more than 100,000 people. Founded in 1876, Ericsson is headquartered in Stockholm, Sweden. In 2011 the company’s net sales were SEK 226,9 billion (USD 35.0 billion). Ericsson is listed on NASDAQ OMX, Stockholm and NASDAQ, New York stock exchanges.

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FOR FURTHER INFORMATION, PLEASE CONTACT
Selina O’Connor
Communications Manager, Australia and New Zealand
Phone: +61 2 911 4836
Mobile: +61 467 787970
E-mail: selina.o.connor@ericsson.com

Quentin Brycee
Mobile: +64 (21) 776 447
E-mail: quentin@qmunications.co.nz

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Ericsson reveals strong growth in Smart mobile devices and highlights Kiwi’s Smart mobile habits