Chart in focus

Scope for strengthening smartphone ties: 1 in 4 users also surfs at night

August 28, 2014


The smartphone has long since established itself as the closest constant companion in our everyday lives. Our ties with the mobile device are extremely intensive and ubiquitous. The current SMIX (Smartphone Mobile Internet eXperience) report compiled by the international market research institute YouGov confirms this emphatically. For instance, there is currently an average of nine out of ten smartphone users who regularly (that is at least once a month) use apps and go online at peak times (i.e. during the day and in the evening). In the mornings no less than two out of three users from this group are still online. The intensity of the user's ties to the smartphone is, however, reflected particularly strikingly by the fact that even at night one in four of those in the above-mentioned user group is surfing the internet with their smartphone.

Such intensive use opens up considerable potential for boosting revenue per user. Mobile phone companies, network operators, phone manufacturers - not least, however, also new providers along the value chain as well as content providers and games developers - can reap the benefits of this potential, if they tailor their business strategies and offerings to this user behaviour. However, achieving the objective of boosting average revenue per user (ARPU) is by no means a foregone conclusion, but entails having to face new challenges again and again. There are still several hurdles to be overcome. For example, improvements need to be made regarding security, confidentiality, network coverage and battery capacity.

See also:

Progress needs broadband: Private investment requires more government stimuli
Media: New offers and suppliers change business from scratch
Visual media: TV segment attracting newcomers from related sectors
Net neutrality: Innovation and differentiation are not polar opposites
A serious business with plenty to play for: The PC, console and mobile gaming sector

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