On an average, 1 hour per day is spent on Camera usage spread over 36 sessions per month. About 8 videos are recoded & 42 pictures are clicked on mobile camera per month.

Apps from diverse app genres are installed by Smartphone users. Instagram, Yahoo Messenger app & Flixster movies app having highest share of installs.

App Usage & Entertainment are among the top 3 activities undertaken on mobile. Web browsing is relatively low in USA.
Females spend relatively higher time on app usage.

Almost two third of Smartphone users access Video on mobile via app or website. Comparing the two platforms, penetration of Video as a category is significantly higher among Android users. This in turn has translated into higher time spent on Video apps by them.

“Search” & “Social Networking” categories are accessed via both app & web. App store, Webmail & GPS are popular categories accessed via app. Shopping, Entertainment & Reference are among top content consumed via web. 4 out of top 5 apps used are Google Properties.

Overall, the contribution of Online usage is a little more than 40% . Almost an hour per day is spent on Call & Messaging activities. Offline usage takes up 26% of total active time-Gaming being the highest contributor.

While penetration of News websites show 19% increase in Nov’11 (versus June’11); News apps reach has declined by 22% in the last six months.

App consumption has gone up by 5 minutes per day in Nov’11 (versus Jan’11). Web consumption has remained fairly constant through the year.

Across OS, Multimedia app usage shows slight decline. Decline is steepest among Windows Mobile users.

Penetration of mobile apps is almost 100% over the last seven months. Time spent on apps shows 4% increase (versus Jan’11). It was all time high in Feb-March’11.

Most of the mobile content categories can be accessed through web browser & apps. For example: a major part of social networking category comprises of facebook. Facebookcan be accessed through web browser i.e. www.facebook.com as well as through mobile app i.e. facebookapp. For most content categories, browsing reach is higher than app reach. Except for App Store, Webmail, Social Networking, Video & BFSI where app reach is significantly higher than web reach.

Browsing reach is above 96% across OS indicating that it is an integral activity on SmartPhones.

Reach of shopping websites has shown remarkable growth-an increase of 52% over the last six months. Shopping apps penetration has increased by
34% indicating that respondents prefer online shopping to apps.

On an average, about 3/4th of SmartPhone users played a game atleast once a month & spent over 10 mins/day on mobile gaming.
Reach of Gaming in Android & iPhone devices is significantly higher than that of Blackberry & Windows Mobile handsets.

Media player is one of the most used Multimedia apps across OSs

The mobile internet is as much about connecting with friends & family as it is about searching information & visiting content destinations & multimedia sites.

Smartphone users access diverse apps.
Among Online apps, app store, social networking apps, GPS apps, chat apps & search apps have high penetration among smartphone users.
Offline apps which have high reach are mostly native apps like camera, media player, games & calculator.

Bulk of the time spent on each OS is on Messaging (SMS+ Email). The second –most time consuming activity on the device is Browsing.
iPhoneand Android devices lead in Gaming time spent . Social Networking access is high on BlackBerry and iPhone. BlackBerry’s and Windows devices spend a much higher time on Chat. Use of Media Player comparatively higher on Android devices. GPS apps still have lower time spends across OSs.

BlackBerry users spend the highest time ‘On –Network’ i.e. using a data connectivity owing to their higher time spends on Messaging. BlackBerry and Windows Mobile users spend the maximum share of time on ‘Voice’ than their competitive base.

iPhone users spend the highest amount of time on their devices followed by BlackBerry users. HTC consumers use the device for about 2.5 hours in a day

iPhone users spend more time on Applications and Entertainment than the competitive user base. BlackBerry users spend relatively more time on Communication. Share of time spent on Browsing relatively same across all handset brands except Apple iPhone where it marginally lower.

On an average around 3 searches are conducted by Smartphone search users.

iPhone and Motorola users spend a significant amount of total active time on ‘Gaming’. Almost 3/4th of the HTC base is into Mobile Gaming – spending about 3% of the total active time on this activity

Search on Smartphones is growing. The category sees a 12.5% increase over the period of Dec 09 to May 10. Google dominates the category on Smartphones as well. Bing comes in second position for search on Smartphones. .

Most of the search queries involve searching for content. Product and Local Search are the next most searched categories on Smartphones.

On an average around 3 searches are conducted by search users on web on Smartphones.

‘Voice’ accounts only for about 13% of time spent on Smartphones.

Three-quarters of the time spent on the Smartphone requires a data connection. Messaging (emails + text messages) takes up a bulk of this time.
Browsing takes up the next highest share of time. Social networking garners 11% of time spent on data-enabled apps.

Increase in popularity of Radio apps evident with the category growing over 20% in this period.

TV and Content sharing apps like YouTube see a de-growth.

Among Smartphone users, Weather apps grew over 60% in the period from Oct 09 till Apr 10. Sports apps show a slack in reach
from Jan - Mar recovering again in Apr.

Some of the strongest growth is witnessed in categories such as Shopping, Travel, Health, Banking and Mobile payment apps. Interestingly,
most of these genres comprises of third party downloaded apps..

In line with the above trends, App Stores also witness a growth in access.

Social Networking apps are clearly on the rise albeit with a lower growth rate than some of the other productivity apps. While Chat more or less stayed constant ,
Social Networking shows a growth of 10% during the Oct 09 to Apr 10 period

18-24 yr olds , iPhones and Touchscreen device users in general drive Mobile Gaming .
Both men and women are equally into Mobile Gaming.

Media player usage high in Males, between 18-35 yrs of age owning a touch screen phone.
Radio listenership is driven by 25-30 yr olds - Blackberry and iPhone users.

Both Audio Video sharing and TV have higher usage on Touch screen devices. Males, 18-24 yrs, touch screen users drive usage of Content sharing apps. The reach of TV apps is still low. Comparatively TV usage is high in the 31-35 yr age band.

Youth - both Males as well as Females are hooked on to Social networking apps on their devices.
Middle aged and older users seem alienated to this genre.

Our analysis reveals that messaging (Text + emails) takes the biggest share of the mobile screen space. In Android, the inclusion of the popular Gmail app has given rise to a new genre - webmail apps . Technically since this forms a part of emails too, messaging rules all Smartphone OS platforms!

Voice call has become just another activity on the Smartphone.

iPhone and Android users spend a significant portion of time on app stores (native and third party put together).

Social media (social networking + chat) apps have significant share in all OSs. Interestingly, the highest usage of Social media apps is in Blackberry. So those who think Blackberry is still struggling to establish itself as a consumer phone may want to think again.

Almost all contemporary app genres , games and multimedia apps are in iPhones Radar Voice calls, TV, Portal apps , Search apps are associated with Windows Mobiles. Android - because of the high usage of the exclusive Gmail app - seems to be separated from the other OSs.

Blackberry is closely associated with Messaging, Browsing.