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

3

4

9

2

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.

3

01. Introduction

4

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

21.4

5

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

7

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

8

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

10

Source: compilled by GOWEX

11

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

12

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

13

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

14

03. User profile who gets connected in the TRANSPORT

Source: Compilled by GOWEX

15

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

16

03.User profile who gets connected in COMMERCES

Source: Compilled by GOWEX

17

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

18

Coffe and breakfast + WiFi = the perfect mix

03.User Profile who gets connected in COMMERCES

Source: Compilled by GOWEX

Z

COMPUTERDevices

19

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

Z

• In WiFi outdoor networks + : 23 minutes

• In transports: 13:14 min

Average navigation time:

• In franchises and commerces : 11:50 min

16:28 min

20

• 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

21

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

22

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

2

3

4

5

6

23

7

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)

24

WiFi GRATIS en:

03. Madrid, paradigm of a connected city

MADRID

Source: Compilled by GOWEX

25

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