“report on wifi outdoor user behavior”
TRANSCRIPT
02. Visión del actual ecosistema WiFi
“Report on WiFi outdoor user behavior”
Index
1. Introduction
2. General data
2.1 WiFi users growth in Spain2.2 WiFi, a key connection for Smartphones2.3 WiFi connection prevails on 3G
2.4 Public WiFi vs Private WiFi2.4 Higher frequency of use and tendency to gratuitousness
3. WiFi user behavior
3.1 User profile in the street, public transport and shops.3.2 Mobile traffic vs fixed on global WiFi networks
3.3 Average navigation time by user by day 3.4 New and recurrent visits
3.5 Where do the users navigate?3.6 Important data
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In less than three years we’ve seen how WiFi cities grow, how smartphones are becoming normal, how a simple app like whatsApp is able to compete with big operators or how VoIP dominates mobile phones strategy.Moreover, with the tablets 'revolution –almost invasion- (in the US, 9 out of 10 are sold without a contract 3G rate) users, companies and institutions know that a wireless infrastructure “in the street” is essential. The offloading and the 3G network saturation, a network not originally developed to support the actual (and future) data volume, and the desperately slow adoption of new technologies as 4G or LTE, have made the market to search for its own path.Under those premises, the WiFi cities development has become the ideal solution for the user, who enjoys a broadband connection in the street, for the public institutions which offer the service to the citizen, and for the companies which find new business models to work with.
The WiFi infrastructure will “download” this 3G data congestion which actually take place in the big cities.
The “WiFi user behavior report” we are presenting pretends to give a new vision of the user habits and practices when they connect in the 40 WiFi Cities that Gowex has in Spain (and more than 60 in the world).To know what kind of user connect to our networks and how he behaves, we’ve divided the report in three big Wireless infrastructures : “WiFi in the street”, “Wifi in public transport”, and “WiFi in commerces”.This report tries to get a vision of the actual WiFi ecosystem in our country and user connection requests. It is our wish that this little survey helps us to understand the tendencies and movements in a near future which we’ll be more connected than ever.We hope that this will help you.
Jenaro García, GOWEX CEO
When in 2009 we launched the last version of the GOWEX WiFi Report, terms like ‘Smartphone’, ‘WiFi in mobility’ or‘Smart Cities’ were unusual in the telecommunication market. Nowadays, after three years this terminology is common. When technology it’s at the service of the customer the penetration and adoption is unstoppable and exponential.
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01. Introduction
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02. General data
million WiFi users in Spain in 2011, approximatively 80% of the internet users
Source: compilled by GOWEX /ONTSI
With this rhythm, we’ll reach 25 million users in 2014
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02. WiFi users growth in Spain
The traffic data through WiFi generated by smartphones users in Spain was at the beginning of 2012
65 times superior to the mobile broadband connections
Source: Mobidia / Informa &Telecoms
Traffic from Smartphones through WiFi / vs BroadBand mobile (3G, 4G)
02. WiFi, a key connection for smartphones
Home
Source: Information Society in Spain 2011-Fundación Telefónica
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41.9% 29.9%3G
49.4%18.5%
32.1% 39.9%28.2%
31.9%
28.2%
3G 3G
Outside
TOTAL
Preferences in the WiFi and 3G connections from the mobile phone in Spain
Over of users choose the WiFi connection with their mobile phones, in their home and outside
70%
02. WiFi prevails on 3G
Still 1 out of 2 users get connected one time per month or never, which reveals a potential growth close to 50%
With which frequency do WifI networks users get connected?
Source AIMC. Navegantes in the net. Februrary 2011. Base (000) 39.709
Never or practically never
35%
16%
4%
10%
5%
9%
8%
13%
Several times a day
Every day or almost every
day
Several times a week
Once a week
A couple of times per
monthLess than once per month
92 %
12.2 %
For FreePaying
Free connectionOver 90% of users connect freely to Internet
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Once a month
Fuente: AIMC. Navegantes in the net. Februaru 2011. Base (000) 39.709
*Survey with several answers
How do users connect?
02. Higher frequency of use and tendency to gratuitousness
03. WiFi user behaviour
Male, young and connectedFrom its smartphone
03. User profile who connects in the STREET
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Source: compilled by GOWEX
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is the street King (35%)but the sum of iPhone, iPad and iPod makesiOS the most used OS (41.6%)
android
03. User profile who gets connected from the STREET
Source: Compilled by GOWEX
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The first days of the week are the days when more people is connected,above all in the morning
03. User profile connected from the STREET
Source: compilled by GOWEX
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Several languages, a precise profile: Young and connected with iPhone
03. User Profile who connects in the TRANSPORT
Source: Compilled by GOWEX
The mobile devices: 9 out of 10 connections are made from mobile devices
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03. User profile who gets connected in the TRANSPORT
Source: Compilled by GOWEX
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We always take a look to our social networks before going to work or to school
03. User profile who gets connected in TRANSPORT
Source: Compilled by GOWEX
The coffee better with WiFi. Young people, men and qualified workers with smartphones are the main profile
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03.User profile who gets connected in COMMERCES
Source: Compilled by GOWEX
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Not without my iPhone. Over half of the connections are done with this device
03.User profile who gets connected in COMMERCES
Source: Compilled by GOWEX
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Coffe and breakfast + WiFi = the perfect mix
03.User Profile who gets connected in COMMERCES
Source: Compilled by GOWEX
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COMPUTERDevices
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Better in movement: The users don’t want any“attachment”
19.80% 80.20%
03. Mobile traffic vs Fix in the WiFi networks
MOBILESDevices
Traffic from mobile devices Traffic from PC or Netbook
Source: Compilled by GOWEX
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• In WiFi outdoor networks + : 23 minutes
• In transports: 13:14 min
Average navigation time:
• In franchises and commerces : 11:50 min
16:28 min
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• Urban transport: 7:37 min• Intercity transport: 12:07 min• Touristic transport: 19:58 min
almost 20 WiFi minutes out of home
03. Average navigation time by user by day
Source: Compilled by GOWEX
Z62.34%
37.66%Visitas nuevasVisitas recurrentes
36.34%
63.66%
Visitas nuevas
Visitas recurrentes
WiFi in transport
39.23%60.77%
Visitas nuevasVisitas recurrentesWiFi in
commerce
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WiFi in the street
WiFi networks are addictive03. New and recurrent visits
New visits
Recurrent visitsNew visits
Recurrent visits
New visits
Recurrent visits
Source: Compilled by GOWEX
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We use WiFi for “virtual” leisure time
GOWEX Wifi users navigate mostly in social networks, almost
80%in Facebook and Tuenti
03. Where does the user navigate?
Source: Compilled by GOWEX
Over half of the users are male between 25 and 34 years, who navigate in social networks like Facebook and Tuenti (approximatively 80%)
80.2% of the users who navigate in WiFi cities connect with mobile devices and 19,8% connect with PC, laptop or netbook
The iPhone is the favorite mobile device to navigate in transports and cafeterias and Android devices are the favorites to get connected in the street.
The main navigation language are Spanish (82.1%), 14.5% of the visits are in English and 1.9% in French. The rest of the languages represent 1.5%
WiFi cities navigation is the one where users invest more time(more than 20 minutes) and more than 60% of the visits are recurrent (use the network more than once)
Important data1
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8The WiFi service penetration that GOWEX gives in the cities represents 20-30% of the population
The breakfast hour, 10:00-11:00 am, is the favorite one to connect in commerce
In WiFi network in the street, users navigate mostly at the beginning of the week between 19:00h – 20:00h whereas in transports, there is more traffic in the first hours of the morning (9:00-10:00 h)
03. User behavior in GOWEX WiFi networks
MADRIDThe Madrid region, and particularly its capital, represents the best example of how the Wifi connection is already installed in the main public spaces, kiosks, municipal buildings, cafeterias and in most of the public transports.
Madrid is an innovative city in Europe since it has WiFi service in public and touristic transport (urban and intercity)
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WiFi GRATIS en:
03. Madrid, paradigm of a connected city
MADRID
Source: Compilled by GOWEX
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Fuente: Elaboración propia
03. Madrid paradigm of the connected city
GOWEX España (Headquaters)Paseo de la Castellana, 21 28046 Madrid (Spain) T.+34 91 360 14 70