Global trends in Android use 2015

Android Usage Trends | Report produced by VisionMobile & Powered by Celltick | http://vmob.me/AndroidTrends
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Contents
1. Sony Likes Music, Samsung Is More Social
2. Games Are Popular, But Facebook Is Universal
3. Language Choice Isn’t Just Geography
4. Android Evolution Leads to Less Unlocking
5. Brazil Loves Wi-Fi, While India Prefers Cellular
6. Indian Users Get the Most From Their Phones
7. Japan Leads the Charge Towards 4G
8. In Conclusion
9. Methodology
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Copyright © VisionMobile 2015 - v.1.1

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ABOUT THE AUTHORS
Bill Ray
Senior Analyst
Christina Voskoglou
Director of Research and
Operations
Alex Veritsis
Data Analyst
Bill wrote his first mobile app in 1988, and has
been failing to make money out of them ever
since. He architected set-top boxes at
Swisscom and Cable & Wireless, and was Head
of Enabling Technology (responsible for on-
device software) at UK mobile network O2. He
then spent eight years as a journalist at tech
publication The Register, before joining
VisionMobile as a senior analyst.
You can reach Bill at:
bill@visionmobile.com
@bill4000
Christina leads the analyst team and oversees
all VisionMobile research and data projects
(big or small!), from design to methodology, to
analysis and insights generation. She is also
behind VisionMobile’s outcome-based
developer segmentation model, as well as the
Developer Economics reports and DataBoard
subscription services. While at VisionMobile,
Christina has led data analysis, survey design
and methodology for the ongoing Developer
Economics research program, as well as several
other primary research projects.
You can reach Christina at:
christina@visionmobile.com
@ChristinaVoskog
As a data analyst, Alex dives head-first in all
VisionMobile datasets to unearth meaningful
associations and trends in the app economy.
Being an active member of the team that distills
data noise to data sense, Alex explores
correlations and creates visualizations of the
Developer Economics survey data and
participates in all VisionMobile data-driven
projects. Alex holds a BA in Economics and an
Msc in Business and Financial Economics from
the University of Greenwich.
You can reach Alex at
alex@visionmobile.com
@VforVeritsis

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About This Report ...........................................................4
Key Messages ..................................................................5
Sony Likes Music, Samsung Is More Social .........................6
Games Are Popular, But Facebook Is Universal...................9
Extend and Embrace ..................................................................... 9
Language Choice Isn’t Just Geography.............................. 12
American English........................................................................ 12
Alphabet soup............................................................................. 12
Android Evolution Leads To Less Unlocking...................... 15
Brazil Loves Wi-Fi, While India Prefers Cellular ............... 17
Wi-Fi use correlates with copper .................................................. 17
Wi-Fi at night, cellular during the day.......................................... 18
Indian Users Get The Most From Their Phones ................. 20
One glance can say it all............................................................... 20
When a glance leads to something more ....................................... 21
Japan Leads The Charge Towards 4g ................................ 23
In Conclusion................................................................ 25
Research Methodology.................................................... 26
Terms of re-use ............................................................. 27
TABLE OF CONTENTS

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This report was created in collaboration with Celltick, to provide
greater insight into the way in which users interact with their
handsets, and the applications they use. The data, provided by
Celltick, covers a period from April to July 2015, and is used by
Celltick to customize their flagship product.
Celltick’s Start is a lock-screen replacement available from the
Google Play store. The app lets users jump directly to their preferred
applications, and content, direct from the device lock screen. To
personalize the service the software also makes use of technical
details including the phone model and installed software, along with
network utilization, and this data was anonymized and provided to
VisionMobile for analysis.
Extracting information, and insights, from raw information is what
VisionMobile does best, so analyzing the data from Celltick was
incredibly productive. Sorting through the massed data, to extract
the interesting trends and patterns, has taken several months but led
to some fascinating conclusions about how, and why, people are
using smartphones today.
ABOUT THIS REPORT

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10 Thoughts on smartphone use:
• Indian Android users interact with their handsets more than
twice as often as those in the US and Europe.
• In Brazil Wi-Fi dominates. Brazilians spend 72% of their
connected time over Wi-Fi, thanks to their urban lifestyle.
• Americans aren’t as addicted to Wi-Fi as they might appear.
55% of their time is over Wi-Fi, the rest on cellular
networks.
• The Japanese aren’t big on Wi-Fi. Using cellular connections
65% of the time, thanks to cheap and fast LTE alongside
slow deployment of Wi-Fi.
• Lollipop is already a year old, but new versions of Android
take time to expand around the world. Only 6% of those in
South Asia are using it.
• With every version of Android, since Ice Cream Sandwich,
the number of interaction events (glance and unlock) have
dropped slightly.
• The vast majority (71%) of smartphones in Asia are
configured to use English.
• Half the smartphones in the Middle East and Africa are
configured to use English.
• Facebook might be ubiquitous, but Facebook Messenger is
only popular on low-end phones.
• Amongst the higher-end handsets Skype is the most common
application installed.
KEY MESSAGES

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While the pattern of app popularity is fairly consistent across the
devices we can see that Social applications are distinctly more
popular on low-end handsets, particularly when we look at those
made by Samsung. Samsung has flirted with launching its own social
services, but without any significant success so we can’t attribute the
lack of social software at the higher end on the availability of
Samsung-hosted alternatives.
With the split at an unsubsidised $200 we can see that LG and Sony
phones both highlight Social apps in the lower end of the market,
matching Samsung in that market, while productivity is more
important to those paying more for the handset.
Social networking is clearly less important to those spending less than
$200 on a handset, which matches data from Pew Research showing
that Facebook is distinctly more popular with those aged less than
29, and earning less than $30,000 a year. That contrasts with Twitter
and LinkedIn, which appeal most to those with an annual income of
more than $75,000, but as Facebook is much more popular overall,
and more likely to be linked to an application, it is the dominant
factor here.
Samsung’s push into the flagship market, with innovations such as
the curved screen of the Galaxy S6 Edge, have expanded its
dominance in the top tier of the Android market, exaggerating the
difference in social application deployment between sectors.
A different factor entirely places Music and Audio apps into the top
six on Sony handsets, reflecting the legacy of the Sony brand. Sony
can be credited with the invention of mobile music; having launched
the compact-audio cassette in 1962, and the Walkman - the first
portable playback device - in 1979, and the company maintains audio
expertise which feeds into its mobile handsets in terms of software
and hardware. Sony has played to that brand identity, to some
extent, bundling decent headphones and playback software, and
ensuring that their devices support a good range of audio codecs and
standards.
1 SONY LIKES MUSIC, SAMSUNG IS MORE SOCIAL
All smartphone users download applications, and their choice of application is dictated
by a variety of factors, but when the data is split by manufacturer there are distinct
leanings which reveal possible shortcomings in handsets, and something about the
people who buy them.

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Sony recently abandoned the “Walkman” name for its playback
software, which is now called “Music” and preinstalled on all its
devices, but the lack of integration with other music management
systems has prompted users (who respect the hardware) to look
elsewhere for software.
This segregation of the Android market into specialized niches was
long predicted, and remains the best hope for smaller brands.
Carving out a niche as the best Android for music, or the best for
photography, might enable second-tier manufacturers to stay in a
business where the economies of scale increasingly favor a smaller
number of global participants.

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Skype is clearly the most-popular application across manufacturers
and models, only dropping to eighth place on low-end handsets from
Samsung. These handsets are popular in developing markets where
high-speed networking (such as Wi-Fi or LTE technology) is less
prevalent, and without such connectivity the utility of Skype’s VoIP
service is much reduced.
Even more stark is the absence of Facebook Messenger on high-end
handsets from any of the manufacturers. Facebook split off its
Messaging application in August 2011, but until April 2014 users of
the main Facebook app could still use messaging without
downloading the new application. Given the popularity of the
Facebook application it is surprising that so many users have decided
not to take advantage of the messaging functionality.
Facebook claims that 700 million people are using the Facebook
Messenger app, but in this data here we can see a clear leaning
towards the lower end of the market which should be concerning for
the company. Facebook has enormous aspirations for its Messaging
platform. Inspired by the (Chinese) success of WeChat, which has
extended messaging into commerce and lifestyle management by
providing alerts and updates based on known (and predicted)
activities.
Facebook believes Messaging will become more important than
social networking, and recently opened the platform to external
developers, but to realize the value it will need to reach a broader
demographic than the low-end handsets on which it is currently
being installed.
Extend and Embrace
We can also see how other applications replace, or extend, supplied
functionality. The SwiftKey Keyboard, for example, is most popular
on LG handsets where (perhaps) the supplied keyboard isn’t as
effective as that provided on Sony handsets. SwiftKey offers a high
accuracy in predicting what is being typed, but all three
manufacturers provide their own keyboards with comparable
functionality if not so accurate, so from the installation rates we can
judge that Sony does the best job in making SwiftKey redundant.
Similarly, Samsung handsets include a note-taking application
complete with cloud-based synchronization (S Note), and while it
might not be as feature-rich as Evernote it clearly suffices for many
users as shown in the install rates.
2 GAMES ARE POPULAR, BUT FACEBOOK IS UNIVERSAL
When we look at specific applications we see that Skype dominates the high-end handsets,
but the lower end is more fragmented, and while everyone has time for Facebook owners of
high-end Samsung handsets have the least interest in the social network.

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On the lower-end handsets we see that WhatsApp outranks Facebook
on all but the Sony handsets, which can be attributed to regional
issues rather than technical ones. Sony maintains considerable
presence in the USA and Europe, but much less in developing
markets and the Middle East where Samsung and Apple dominate
the market. Facebook has never been as pervasive in those markets
where the cheap-messaging focus of WhatsApp has gained it a loyal
user base.
Facebook bought WhatsApp in February 2014, but has taken no
steps to integrate it with the Facebook Messenger platform. The
company seems content running both services, with WhatsApp
offering a lightweight messaging experience, but WhatsApp has a
presence on high-end handsets from LG and Sony which Facebook
Messenger will need to emulate.
The only category of phone without WhatsApp listed in the top ten
are high-end handsets from Samsung. Until March 2015 Samsung
had its own messaging platform in the form of ChatOn, but despite
being preinstalled on Samsung devices, and offering a competitive
range of features, it never gained significant market presence so is
unlikely to be a factor in the absence of WhatsApp. Samsung’s
flagship devices are well branded, and amongst the most expensive
Android devices available, so sell into an older (and thus richer)
demographic which hasn’t widely adopted instant messaging.

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The breakdown of language use in Europe closely follows the native-
speaking populations. German is slightly lower (16% of Europeans
speak German as a first language), as is French (which should be
12%), while English is slightly higher (English is native to 13% of
Europe), but the differences are small.
Most stark is the popularity of Russian – comprising 21% of
European devices. This shouldn’t be a surprise, Russia has a
population of almost 150 million and a well-developed smartphone
market, but the country is often ignored by developers as being
culturally outside the European mainland. Developers who will
carefully translate applications to French and German would do well
to include Russian too, even if supporting Cyrillic text can be a
technical challenge.
The dominance of English in the Middle East and Africa is less
surprising when one considers the complexity of using Arabic
characters on a mobile screen, and the legacy of British colonialism
in Africa. Arabic is well supported by all the major mobile platforms,
but many users still default to English when using computers, and
that habit has extended into mobile devices, while the fragmented
languages spoken in sub-Saharan Africa (more than 400 in Nigeria
alone) makes English the unifying lingua franca for the region.
American English
The languages used in the Americas follow fairly closely the
population distribution in each region. In North America English
dominates, with Spanish making up a significant minority, while
South America is split fairly evenly between Spanish and Portuguese.
Alphabet soup
The problem of using pictographic languages on a mobile phone is
manifested in Asia, just as the difficulties of Arabic script are in the
Middle East. Pictographic languages not only require different
character sets, but can be significantly better (or worse) at conveying
concepts, and so menu items and dialog boxes may have to be
3 LANGUAGE CHOICE ISN’T JUST GEOGRAPHY
English has become a world language, and this is very evident when we look at what
language phones around the world are set to use. South America relegates English to a
supporting role, and Europeans stick to their native tongue, but everywhere else English
dominates.

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significantly redesigned to suit the language, and that results in many
users setting their devices to “English”.
China obviously represents a market large enough to define its own
terms, and within the East Asia region we can see a weighted 37% of
users setting their language to Mandarin despite the fact that the
Google Play store (from which the Celltick application is
downloaded) is not available in China. Once the whole of Asia is
included that percentage drops and Mandarin falls into “Others”.

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That small difference between the software versions is, perhaps,
surprising given the amount of effort that Google has put into
improving the utility of the lock screen. Android’s ability to display
notifications, and other data, on the lock screen should lead to a
significant drop in unlock events as users can stay up to date with a
glance.
This effect is offset by the fact that the sample group all had
Celltick’s Start software installed (and so benefited from
comprehensive lock-screen notifications across all versions of
Android). The drop we see in Lollipop can also be traced to
improvements in the notification system which has become
burdensome to users. With Lollipop the users can prevent frivolous
notifications on an app-by-app basis, create scheduled times when
notifications should be suppressed entirely, and assign priorities to
override those schedules.
The differences in use that we do see are, therefore, likely a reflection
of the regional differences in version adoption.
New OS versions (Lollipop) first penetrate the mature markets of
North America, Western Europe and Oceania. These markets spend
more on smartphones (in part thanks to the persistence of operator
subsidies), which are needed to run the latest platform versions to the
best advantage. Google’s own devices, the Nexus range, always
benefit from the earliest updates and are predominantly sold within
those regions.
Asia, both East and South, lags behind, with more than half of the
users in these regions still using KitKat. High-end handsets do sell
into these markets, but statistically those are overwhelmed by the
huge number of low-end devices which dominate the market. These
markets are also serviced by a broader range of brands who don’t
always feel the responsibility of issuing platform updates in a timely
fashion. Once the customer has bought a handset the only incentive
to invest in issuing updates is to build brand loyalty, and not all
brands consider the fostering of such loyalty to be a priority.
At the time covered by this data (April-July 2015) penetration of
Lollipop remained quite low, even in the mature markets, well after
its launch. In that case several known bugs slowed development, and
deterred users from upgrading, as well as discouraging manufacturers
from issuing endorsed updates. Android Marshmallow might be free
of such problems, but will likely follow a similar deployment pattern.
4 ANDROID EVOLUTION LEADS TO LESS UNLOCKING
Over the last three versions of the Android platform we can see that the number of unlock
events has slowly declined, as the lock screen has gained functionality, but with Lollipop we
also see a decline in all kinds of interaction.

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Americans are renowned for their devotion to Wi-Fi. American
operators charge very-high rates for mobile data, and the country has
a robust fixed infrastructure (to which Wi-Fi can be attached). As a
result, American users will seek out Wi-Fi whenever possible, and
anecdotal evidence would seem to indicate that Wi-Fi has become
the default access method in the USA.
Google’s “Project Fi” reinforces this impression. As a mobile
operator Google pushes customers onto Wi-Fi networks, and expects
to be able to provide service at much lower cost than the traditional
operators.
But these projects reflect the urban Americans, largely in California,
while the figures gathered from Celltick show a more-inclusive
picture of mobile data in the USA. Wi-Fi is still important; as
Americans spend more than half (55%) of their time connected to
Wi-Fi networks, but it isn’t nearly as important as it might seem.
That 55% is even less remarkable when we consider the penetration
of domestic broadband in America. Almost 74% of American
properties are connected up, compared to only around 6% in India,
assuming that most of those US properties will have Wi-Fi we can
see that most devices in the USA will have access to free wireless
networking at home.
Wi-Fi use correlates with copper
The use of Wi-Fi correlates closely with the availability of fixed
infrastructure, where Wi-Fi can quickly (and cheaply) be deployed.
In the USA, and the UK, domestic Wi-Fi (connected to ADSL or
Cable access) is all but ubiquitous while developing markets such as
India have a lower penetration.
The lack of mobile network use in Brazil is an interesting example, as
one might expect Brazil to lack the copper infrastructure needed for
comprehensive Wi-Fi. In rural areas that is certainly the case, but in
the cities the infrastructure is very good and as 85.7% of Brazil’s
population is urban they have access to that resource. The urban
population of India, in contrast, is only 32.7%, demonstrating how
choice of technology can be influenced by sociological as well as
technical (and financial) factors.
5 BRAZIL LOVES WI-FI, WHILE INDIA PREFERS CELLULAR
Modern handsets will use Wi-Fi when they can, on the understanding that it is cheaper and
faster than cellular data, but those things aren’t always true, and Wi-Fi isn’t always available,
even in America.

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Wi-Fi at night, cellular during the day
The figures from Celltick only show which technology was used
when a network connection was made, so we have to infer coverage
from that, but it is interesting to note that users in the UK and
America are obliged to move their connections onto the cellular
network during the day to maintain coverage, as their workplace
hasn’t got open connectivity, while in Brazil we can see devices being
welcomed onto the corporate (Wi-Fi) network. India also shows a
more-consistent pattern of use, even if connections are more
intermittent. Companies in developed markets are clearly not offering
comprehensive Wi-Fi access, perhaps in fear that employees will
become less productive in the face of free data.

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While phone penetration might be greater in the developed markets
of North America and the United Kingdom, it is clear that phone use
is higher in South America and much higher in Southern Asia.
Taking the United States, United Kingdom, Brazil and India in more
detail it becomes clear that some markets might be developing in
terms of device penetration but they are already well developed in
terms of how frequently they interact with their device.
Mobile phones in the UK and the USA compete with other devices
for the attention of the user. Almost half of American households
have a tablet (more than half of US households according to
Gartner), and in 2014 81% told Pew Research that they had access
to a desktop or laptop computer, so in many cases they will be using
those devices for tasks that a person in India would do on their
phone. Developing markets also show a stark contrast through the
morning, daytime, and evening - the phone isn’t a business tool, and
is most heavily used in the evening and early night when socializing
or consuming video content.
Data obtained through Celltick’s Start for this study tracked events,
rather than the time spent using the device. In this situation video
consumption will cause less of a spike than maintaining a social
presence (checking for notifications, sending messages, etc.) That
means the pattern of usage also shows how the mobile phone has
become a social hub, to a much greater degree in India and other
developing markets, than in the USA or Europe.
To understand the disparity between the numbers we have to
consider the motivation of the users, why they choose to glance at the
screen, and why they might then unlock the device.
One glance can say it all
The increasing complexity of lock screens can increase interaction, as
users glance at the screen and are hooked into unlocking the device
by a displayed notification. Conversely the user might use the
notification information to avoid unlocking the handset - seeing that
a message is just advertising or an unimportant update to social
media, or even just to check the time.
In many markets, notably Europe and the USA, the wearing of
wristwatches has almost died out as users glance at their mobile
phone to check the time, while the socially-addicted will regularly
6 INDIAN USERS GET THE MOST FROM THEIR PHONES
The total number of interactions, and how we interact, varies widely across regions. Those in
South Asia are touching their handsets more than three times as often as those in Western
Europe, and it’s not just because they lack other ways of staying connected.

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glance at their handset just to check their connection is in order and
that they haven’t missed any important notifications.
In some societies, particularly China, the wearing of wristwatches has
remained fashionable, so if that were a significant factor then we
would expect to see that reflected in fewer “glance” events where the
phone replaces a watch. However, these figures do not match that
expectation so we have to conclude that only a minority are using
their phone to replace a watch.
All these users had Celltick’s software installed, so had enhanced
notifications beyond those offered by the Android platform,
providing a stronger incentive to unlock the device (or, conversely, to
ignore an unimportant notification).
When a glance leads to something more
The proportion of glances to unlocking actions also varies globally,
along with the number of events varies widely, reflecting the
importance of the mobile handset as a communication hub.
Western Europeans have the lowest overall rate of interaction, but
are most likely to be satisfied with a glance – they have the lowest
unlock-to-glance ratio. This might mean they are checking the time,
or observing that a notification requires no further action on their
part, but it also emerges from a desire to avoid missing out, an
almost-compulsive need to see that there are no updates which
require attention.
The low incidence of interaction, overall, from users in North
America, Europe, and Oceania, can be attributed to the availability of
alternative hardware and the popularity of cloud services. Users
sitting in front of a computer at work, or with a tablet on the coffee
table, will interact with the phone less often, and modern cloud
services cater well for this kind of multi-device activity.

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LTE was designed to be an international standard, bridging the gap
between the (European) 3GPP and the (American) 3GPP2, as well
as bringing Japan and China into the fold.
Celltick software runs on Android handsets, so some 2G technologies
(CDMA, iDEN, PDC, etc) are underrepresented as smartphone
handset makers have focused in 3G and 4G network technologies.
Despite that we can still see clearly that Japan leads the race to
deploy 4G, thanks to dominant telcos (specifically DoCoMo) who
can demand that handset manufacturers support the latest standards.
North America has been quick to deploy LTE, having held auctions
for the Digital Dividend radio spectrum (the TV bands at 700 and
800MHz) very early.
Operators around the world are starting to switch off their 3G
networks, as 4G is superior in every way, but 2G networks persist
thanks to ubiquitous coverage and the way in which spectrum
allocations were stripped between operators (which prevent any
operator building a contiguous block necessary to refarm 2G
spectrum to 4G). But as all 3G handsets support 2G, and many of
them support 4G, the switch off of 3G has no significant impact on
users.
7 JAPAN LEADS THE CHARGE TOWARDS 4G
Following years of deploying regional standards Japan has finally adopted the internationally-
recognized Long Term Evolution (LTE) for 4G networks, and is leading the world in speed
of deployment and utilization.

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The opportunity to examine such a wealth of user data does not
often occur, and the insights we’ve been able to gain are
unprecedented in their detail. The quantity of data helped remove
any bias, though we should remain aware that only Android devices
were sampled (as Celltick’s software is for Android devices) and all
the users had access to Celltick’s lock-screen enhancements.
Despite those limitations we have been able to gain significant insight
into how people are using their smartphones: the applications they
choose to install and the network technologies they use to keep
connected.
The biggest surprises came from network use – the dominance of Wi-
Fi in Brazil, and relative importance of cellular in North America,
were both surprises which don’t match anecdotal sources. Indian
smartphone users are interacting with their phones more than twice
as often as their European counterparts, emphasizing the importance
of mobile telecommunication the region, and offering opportunities
to those interesting in reaching that audience.
Even more intriguing is the steady decline in interactions seen over
the last few versions of the Android OS. While this might be
accounted for by different geographical distribution or improvements
in the notification system, or familiarity with the OS, it could also
represent a more-significant trend which will require further
gathering of data, and analysis, to fully explore.
8 IN CONCLUSION

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Data source
The analysis is based on anonymized grouped Android usage data
provided by Celltick. The data is collected from devices that have the
Start app installed - either preloaded or downloaded directly by the
customer from Google Play. A total of 5,716,933,653 events were
used in the analysis, grouped into 257,695,783 (non-unique) users.
The data comes from devices across 209 countries and refers to the
period April to July 2015.
Weighting
To eliminate the effect of regional sampling bias we weighted the
given dataset based on the distribution of Android smartphone users
across countries.
To obtain the distribution of the total Android users across countries
we combined the following data points at the country level:
Total population,
Calculations on the population, and the percentage of smartphone
users, are used to estimate the number of Android users per country
which we then use to express the weight of each country as a
percentage of the global total Android users.
Country population sources
Data on population was sourced from Wikipedia, while information
on population, urbanization and internet connectivity came from the
CIA World Factbook.
Smartphone users per country
Emarketer.com, 2 Billion Consumers Worldwide to Get
Smart(phones) by 2016, using 2015 predictions of 25 major
countries http://www.emarketer.com/Article/2-Billion-Consumers-
Worldwide-Smartphones-by-2016/1011694
European Digital Landscape 2014, data on 15 European countries
http://147.102.16.219/demo1/attachments/124_european%20digital
%20landscape%202014.pdf
Statista.com (based on Google’s Mobile Planet 2013), data on 5
countries http://www.statista.com/chart/1405/the-united-states-ranks-
13th-in-smartphone-penetration/
Emarketer.com, Latin America Home to 155.9 Million Smartphone
Users, data on 2 countries http://www.emarketer.com/Article/Latin-
America-Home-1559-Million-Smartphone-Users/1012794
Various individual sites for 29 major countries
Android usage: We used data from the Device Atlas for 94 countries
https://deviceatlas.com/device-data/explorer/webusage-
world/traffic/no-tablet/type/os_name?search=Android
For a limited number of countries it was not feasible to estimate the
number of Android users due to insufficient data. The next-best
alternative estimation method for these countries was to use the
wider-region or neighboring-countries data points to accommodate
for the missing information. As an example, to estimate the
smartphone and android user distributions for Jersey and for the Isle
of Man we used the respective ones of the U.K.
RESEARCH METHODOLOGY

27
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distilling market noise into market sense

Global trends in Android use 2015

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