Smartphone usage – Meaningless data

The latest data is meaningless without a demographic adjustment. 

• Experian has produced an extensive survey looking at what users do with their smartphones.
• The data includes normal telephony functions and reveals usage patterns that match most of the previous surveys.

Time spent on smartphones by activity (%)

•  The data also shows that iOS users spend 75mins per day using their phones compared to only 49 mins for Android.
• Doubtless, the Android detractors (of which I am often one) will jump on this data and use it as evidence of the poor user experience on Android.
• I do believe that the experience on Android is inferior to both iOS and Windows Phone but this data does not show that.
• If one takes the data and works out the actual minutes spent on each activity that fact is clear.

Time spent on smartphones by activity (daily minutes)

•  iPhone users spend a lot more time per day making calls than Android users do.
• This strongly implies that in this data sample, the iPhone users are solely a representation of a higher demographic than Android users.
• This is because as one goes up through the demographic slices, mobile telephony increases.
• In an apples to apples comparison one would expect that the telephony usage would be the same for both platforms as people have to make calls regardless of which ecosystem they belong to.
• This makes sense as the ASP of the iPhone is substantially higher than the ASP of Android and the less affluent segments are predominantly using Android.
• This is why I prefer to rely on data that has been adjusted for the demographic effect when comparing Android against iOS and drawing conclusions on loyalty. (see here)
• Like for like data is still pointing to the fact that Android devices at the same price point as an iOS device are being used less and are consuming less data. (see here)
• Hence, I still see Android as vulnerable when it comes to market share loss to better offering such as Windows Phone (assuming that Windows Phone can educate it potential users that is).