02.

Visin del actual ecosistema WiFi

Report on WiFi outdoor user behavior

Index
1. Introduction 2. General data 2.1 WiFi users growth in Spain 2.2 WiFi, a key connection for Smartphones 2.3 WiFi connection prevails on 3G 2.4 Public WiFi vs Private WiFi 2.4 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 9 3 4

01. Introduction
When in 2009 we launched the last version of the GOWEX WiFi Report, terms like Smartphone, WiFi in mobility orSmart Cities were unusual in the telecommunication market. Nowadays, after three years this terminology is common. When technology its at the service of the customer the penetration and adoption is unstoppable and exponential.

In less than three years weve 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

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, weve 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 well be more connected than ever. We hope that this will help you.

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.

Jenaro Garca, GOWEX CEO

02. General data

02. WiFi users growth in Spain

21.4 million WiFi users in Spain in 2011,
approximatively 80% of the internet users
With this rhythm, well reach 25 million users in 2014

Source: compilled by GOWEX /ONTSI

02. WiFi, a key connection for smartphones

Traffic from

Smartphones through WiFi / vs BroadBand mobile (3G, 4G)

Source: Mobidia / Informa &Telecoms

The traffic data through WiFi generated by smartphones users in Spain was at the beginning of 2012

times superior to the mobile broadband connections

02. WiFi prevails on 3G

Over of users choose the WiFi connection with their mobile phones, in their home and outside
Preferences in the WiFi and 3G connections from the mobile phone in Spain

70%

Home

Outside
18.5%
49.4%

3G
32.1% 39.9%

28.2%

3G
31.9%

28.2%

3G
29.9%

TOTAL
Source: Information Society in Spain 2011-Fundacin Telefnica

41.9%

02. Higher frequency of use and tendency to gratuitousness

With which frequency do WifI networks users get connected?
Still 1 out of 2 users get connected one time per month or never, which reveals a potential growth close to 50%

How do users connect?

Never or practically never Several times a day

35%

13% 8% 9% 5% 10% 4%

92 %

Every day or almost every day Several times a week Once a week A couple of times per month Once a month

12.2 %

Less than once per month

16%

Paying

For Free

Fuente: AIMC. Navegantes in the net. Februaru 2011. Base (000) 39.709 *Survey with several answers Source AIMC. Navegantes in the net. Februrary 2011. Base (000) 39.709

Free connection
Over 90% of users connect freely to Internet
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03. WiFi user behaviour

03. User profile who connects in the STREET

Male, young and connected From its smartphone

Source: compilled by GOWEX

10

03. User profile who gets connected from the STREET

android is the street King (35%)
but the sum of iPhone, iPad and iPod makes iOS the most used OS (41.6%)

Source: Compilled by GOWEX

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03. User profile connected from the STREET

The first days of the week are the days when more people is connected,above all in the morning

Source: compilled by GOWEX

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03. User Profile who connects in the TRANSPORT

Several languages, a precise profile: Young and connected with iPhone

Source: Compilled by GOWEX

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03. User profile who gets connected in the TRANSPORT

The mobile devices: 9 out of 10 connections are made from mobile devices

Source: Compilled by GOWEX

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03. User profile who gets connected in TRANSPORT

We always take a look to our social networks before going to work or to school

Source: Compilled by GOWEX

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03.User profile who gets connected in

COMMERCES

The coffee better with WiFi. Young people, men and qualified workers with smartphones are the main profile

Source: Compilled by GOWEX

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03.User profile who gets connected in

COMMERCES

Not without my iPhone. Over half of the connections are done with this device

Source: Compilled by GOWEX

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03.User Profile who gets connected in

COMMERCES

Coffe and breakfast + WiFi = the

perfect mix

Source: Compilled by GOWEX

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03. Mobile traffic vs Fix in the WiFi networks

Better in movement: The users dont want anyattachment

19.80%
COMPUTER Devices
Traffic from mobile devices Traffic from PC or Netbook

80.20%
MOBILES Devices
Source: Compilled by GOWEX

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03. Average navigation time by user by day

almost 20 WiFi minutes out of home
Average navigation time:

16:28 min
In WiFi outdoor networks + : 23 minutes In transports: 13:14 min
Urban transport: 7:37 min Intercity transport: 12:07 min Touristic transport: 19:58 min

In franchises and commerces

Source: Compilled by GOWEX

: 11:50

min

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03. New and recurrent visits

WiFi networks are addictive
WiFi in the street WiFi in transport

36.34% 63.66%

Visitas nuevas New visits

Recurrent visits Visitas recurrentes

37.66% 62.34%

Visitas nuevas
New visits

Visitas recurrentes Recurrent visits

WiFi in commerce

39.23% 60.77%

Visitas nuevas New visits

Visitas recurrentes Recurrent visits

Source: Compilled by GOWEX

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03. Where does the user navigate?

We use WiFi for virtual leisure time

GOWEX Wifi users navigate mostly in social networks, almost

80%Tuenti in Facebook and

Source: Compilled by GOWEX

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03. User behavior in GOWEX WiFi networks

Important data
1 2 3 4
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) 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) The breakfast hour, 10:00-11:00 am, is the favorite one to connect in commerce The WiFi service penetration that GOWEX gives in the cities represents 20-30% of the population
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6 7

03. Madrid, paradigm of a connected city

MADRID
The 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) WiFi GRATIS en:

MADRID

Source: Compilled by GOWEX

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03. Madrid paradigm of the connected city

Fuente: Elaboracin propia

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