App UseApp Use

App Use

The Impact of Device Upgrades on Customer Retention and Network Activity - WHO WINS, WHO LOSES DURING THE TRANSITION?

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Report Summary:

Mobile users upgrade their phones and/or change carrier service plans many times in their lifetime, with some consumers changing smartphone models annually.  Driven by their new device’s enhanced features, this event introduces behavioral changes for the consumer.  With AppOptix’s research capabilities, which track consumer’s mobile usage before and after this notable event, we are able to understand the implications and changes stemming from this upgrade.  This special report offers insight into this event and addresses the following key questions:

  • Which smartphone brands have the highest user retention and drop-off rates?
  • Are user usage patterns different before and after a device upgrade?
  • Does data use and daily minutes rise or fall pre and post an upgrade?
  • Do data use levels change based on the user’s service plan?

The data and findings stated below supplies guidance to device OEMs and wireless providers seeking to understand how consumer behavior changes directly from this important consumer decision and event.

Table of Contents

Why This Matters?
Research Methodology
Trouble Ahead for LG and Motorola with Repeat Purchase Around 50%
Device Upgrades Increase Cellular Use
Android Cellular Data Use Levels Rise Across Major Carriers
Wi-Fi Levels Gain - But AT&T Lags
Unlimited Service Plans Rise Considerably Post-Upgrade
Key Use Metrics Remain Flat Post Upgrade
Apps Take a Hit
Final Analysis

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