By 2017, urban and metro areas will generate 60 percent of all mobile traffic, although they will be home to only 30 percent of the population. The Ericsson ConsumerLab City Study completed in 2011, interviewed 1500 city dwellers from 13 major cities. The collected data represents the half of the population that uses the internet most frequently. This presentation summarizes the results. For more information on the Ericsson Consumer Lab, please visit: http://www.ericsson.com/thinkingahead/consumerlab

1. Why cities
will drive traffic
growth

2. © Ericsson AB 2012 | June 2012 | Page 2 (12)
0
20
40
60
80
100
Estimated world
population
distribution, 2017**
Estimated mobile
traffic, 2017
**Metro: >4,000 people/sq km, Urban: 1,000-4,000
people/sq km, Suburban: 300-1,000 people/sq km, Rural:
<300 people/sq km
Cities will drive Traffic growth
› By 2017, urban and metro areas
will generate 60 percent of all
mobile traffic, although they will
be home to only 30 percent of the
population.
› Why is this the case?
Population versus mobile traffic distribution (%)
Suburban
Rural
Urban
Metro
Suburban
Rural
Urban
Metro
30%
60%
(Source: Ericsson)

3. © Ericsson AB 2012 | June 2012 | Page 3 (12)
Ericsson ConsumerLab
City Study 2011
› Conducted in 13 major cities
− 1,500 interviews/city
− Sample representative of the advanced online population: 100 million citizens
of cities, nearly half of the total population of the 13 cities
› The collected data represents the half of the total population that uses the
internet most frequently (at least weekly)
Moscow
Stockholm
Tokyo
Seoul
MumbaiCairo
Johannesburg
London
São Paulo
Los Angeles
New York
Beijing
Hong Kong

4. © Ericsson AB 2012 | June 2012 | Page 4 (12)
High rate of Smartphone
ownership
› Only about 10 to 15
percent of the worldwide
installed base of
subscriptions uses
smartphones (*)
City Study 2011 results:
› About 40 percent of city
dwellers own an iPhone or
an Android phone
› Major differences exist
between cities
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totalaverage
C
airo
JohannesburgM
um
bai
Stockholm
BeijingM
oscowSão
Paulo
Tokyo
SeoulLondon
Los
AngelesN
ew
York
H
ong
Kong
An iPhone An Android phone Another type of mobile phone
(Source: Ericsson ConsumerLab City Study 2011 Base: All (online population)
(*) Source: Ericsson Traffic and Market Report (June 2012)

5. © Ericsson AB 2012 | June 2012 | Page 5 (12)
Heavy usage of mobile services, incl. high-
capacity services
Share (%) who use each service at least five times a day (heavy users)
A total of 7 percent watch videos on their
mobile phones more than five times a day
Source: Ericsson ConsumerLab City Study 2011 Base: All (online population)
A total of 14 mobile services are used more than five times a day by
at least 10 percent of city dwellers
0% 10% 20% 30% 40% 50% 60%
Buy tickets, do small transactions or payments
Use mapping, navigation or positioning services
Check timetables and/or traffic information
Watch video clips/movies/TV
Send/receive MMS/photo messages
Connect to Wi-Fi/Hotspots
Play games
Use instant messaging service
Use the camera and/or video function
Update/write on social networks
Use calendar/diary function
Listen to music and/or radio
Check/read social networks
Use of apps to access internet
Send/receive e-mails
Browsing of the internet
Send/receive SMS/text messages
Make/receive calls

6. © Ericsson AB 2012 | June 2012 | Page 6 (12)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totalaverage
Cairo
Johannesburg
M
um
baiStockholm
Beijing
M
oscowSão
Paulo
Tokyo
Seoul
London
Los
AngelesNew
YorkHong
Kong
Use daily Use weekly Use monthly Use less often Don’t use
High mobile-broadband
connection rate
(*) Source: Ericsson Traffic and Market Report (June
2011)
› At the end of 2011, about 17
percent of the world’s mobile
subscriptions were mobile-
broadband subscriptions (*)
City Study 2011 results:
› In all, 40 percent of city
dwellers have a mobile-
broadband subscription
› More than 30 percent of mobile-
broadband users use it daily
› In all, 9 out of 10 mobile-
broadband users use it for
personal reasons; 5 out of 10
for work reasons
Source: Ericsson ConsumerLab City Study 2011 Base: All/mobile-broadband users (online population)

7. © Ericsson AB 2012 | June 2012 | Page 7 (12)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Totalaverage
C
airo
JohannesburgM
um
bai
S
tockholm
B
eijingM
oscowS
ão
P
aulo
Tokyo
S
eoulLondon
Los
A
ngelesN
ew
Y
ork
H
ong
Kong
Every day Every week Every month Less often Never Don’t know
frequent Connection to wi-fi networks
outside the home
“Outside your home, how often do you connect your laptop/portable computer or tablet
computer to a Wi-Fi network (not via mobile phone)?”
› In all, 40 percent of
laptop/tablet owners connect
weekly to a Wi-Fi network
outside the home
› Daily and weekly usage of
Wi-Fi networks is nearly twice
as high among citizens in city
centers as it is among
residents of suburbia
Source: Ericsson ConsumerLab City Study 2011 Base: All/mobile-broadband users (online population)

8. © Ericsson AB 2012 | June 2012 | Page 8 (12)
High usage of internet services, including
high-capacity services
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Buy products
Distance learning
IP-telephony
Check time schedules/traffic information
Internet banking
Watch longer videos
On-line gaming
Listen to music
Watch video clips
Product info/price comparisons
Social networks: Update/write/upload
Browsing the internet (work usage)
Chat/messaging
Read newspaper/magazines
Work e-mail
Social networks: Read/check
Personal e-mail
Browsing the internet (Personal use)
Share (%) who use each service at least daily
Source: Ericsson ConsumerLab City Study 2011 Base: All (online population)
More than 10 internet services, including high-capacity services such as
watching videos, are used daily by at least 30 percent of city dwellers
35%
28%

9. © Ericsson AB 2012 | June 2012 | Page 9 (12)
The mobile phone: access point
to the internet
› A total of 50 percent
of city dwellers
connect daily to the
internet using their
mobile phones
Source: Ericsson ConsumerLab City Study 2011 Base: All (online population)

10. © Ericsson AB 2012 | June 2012 | Page 10 (12)
0 1 2 3 4 5 6
Total average
Moscow
Johannesburg
Sao Paulo
Cairo
Seoul
Los Angeles
Beijing
Hong Kong
New York
London
Tokyo
Stockholm
Mumbai
Heavy use of online social
networks
Source: Ericsson ConsumerLab City Study 2011 Base: Use of online social networks (online population)
› City dwellers access online
social networks three to five
times a day on average
› The prime driver for usage is
staying up-to-date with what
family and friends are doing
(about 45 percent)
› The third-most common
activity is connecting and
exchanging ideas with others
Usage of online social networks (times/day)

11. © Ericsson AB 2012 | June 2012 | Page 11 (12)
ict is important in the
workplace
› More than 50 percent of city
dwellers consider it critical to
have internet access at work
› Having a mobile phone
is critical for 36 percent
› Having mobile broadband
and/or Wi-Fi access
is critical for close to
20 percent
Source: Ericsson ConsumerLab City Study 2011
Base: Working population (online population)
0% 10% 20% 30% 40% 50% 60%
Tablet computer
Mobile broadband and/or Wi-Fi
Laptop computer/Netbook
Fixed phone
Mobile phone
Desktop computer
High-speed or broadband internet
Internet in general
Share of working population that views the following products/services
as critical for their ability to do their job