deloitte mobile consumer survey 2014 report

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  • 1Mobile Consumer Survey 2014 The Australian Cut Revolution and Evolution

  • 2Our need to be connected always on has triggered a collective and growing dependency on mobile devices and services.

    In this inaugural survey of approximately 2,000 Australian mobile consumers part of a global Deloitte four year longitudinal study of 37,000 consumers spanning 22 countries six emerging trends are discussed. Based on survey findings, Australia is the sixth most concentrated smartphone market in the world after Singapore, South Korea, Norway, Spain and Sweden.

    In our report we review the six trends and explore how they are important for all businesses whether finance, retail, technology or telecommunications.

    Wake up and connect Smartphone penetration is growing (ref: Table 1) and our dependence is continuing to intensify. For millions of us, the first thing we do when we wake is to reach for our phone and connect. Most generations interact with their phones constantly throughout the day and many of us unashamedly look at our phones last thing before falling asleep

    Smartphonesa nation divided the smartphone market in Australia is dominated by two players: Apple and Samsung. The iPhone is the clear winner for those aged 45 or younger and lower cost Android based handsets the preference for baby boomers. Both Apple and Samsung consumers, are fiercely loyal, opting to stay with their brand and upgrade within the brand family on their next purchase

    Foreword

  • 3 The messaging wave is still to come Instant messaging has been one of the most talked about and anticipated services this year globally. In many countries text messaging via short messaging service (SMS) has declined in favour of mobile instant messaging (MIM). In Australia, SMS is the predominate form of messaging services and MIM services are still only used by a minority of phone users so the messaging wave is yet to come

    WiFi or 4G can you tell the difference? WiFi is the way most of us connect to the internet on our smartphones. This preference is largely driven by us piggybacking on our home, work or school broadband connections. When we are away from this free WiFi connectivity we revert to our mobile network.

    Australia is one of the leading countries in smartphone adoption, with penetration higher than the US and UK

    89% 87%88% 85% 82%76% 76%

    71% 70% 68%65% 65%

    58%

    44%

    0%Singapore South

    KoreaNorway Spain Sweden Australia Italy Netherlands United

    KingdomGermany France Finland United

    StatesJapan

    20%

    40%

    60%

    80%

    100%

    Smartphone penetration (developed countries)

  • 4than mobile banking apps, but with recent entrants into the payments space and a clear appetite for use we expect many consumers to be waving their mobiles for payments in the year ahead

    Like, share, tweetrepeat In an increasingly online social world our smartphones are becoming one of the most important ways we connect with each other and our smartphone usage is arguably both growing and enriching our social interactions. Social media is a critical part of the mobile experience for most Australian mobile consumers. Despite lagging some countries in the use of social media on smartphones, Australian consumers under 45 are ahead of the global trends.

    Australian survey respondents use of 4G networks is more than the global average and most say that the 4G experience is either comparable to or better than WiFi. However, a large percentage of respondents dont see any difference in speed between 3G, 4G and WiFi and dont feel 4G is particularly important when selecting a mobile operator

    Who do you trust with your money on mobile? Many Australians have a love-hate relationship with their banks. But as our desire for more accessible, secure and instant banking services increases, most of us only trust our banks with these transactions. Our use of mobile payment apps are at a considerably earlier stage in Australia

    The information and insights in this report are important for technology, media and telecommunications businesses but not exclusively so. The challenges of anticipating and responding to mobile and digital consumers evolving behaviours and patterns impacts across all sectors. We hope you find this report interesting and useful as you determine your responses to these changes.

    Looking forward to connecting...

    Jeremy DrummPartner Strategy ConsultingTechnology, Media and Telecommunication Deloitte

    Stuart JohnstonLead Partner Technology, Media and Telecommunication Deloitte

  • 5Wake up and connect

    Smartphones a nation divided

    WiFi or 4G? Can you tell the difference?

    Home

    Like, share, tweet... repeat

    The messaging wave is still to come

    Who do you trust with your money on mobile?

    Click on an icon to explore more

    5

  • 6Section oneWake up and connect

  • OVERVIEW DATA INSIGHTS

    Wake up and connect

    7

    It should not come as a surprise that smartphones for the majority of Australians, are an integral part of our lives. But the extent and intensity of the relationship that we have with our smartphones is worth noting many of us connect to our device within 5 minutes of waking and check or interact with our phones more than twice an hour on average, and some of us do so more than 200 times a day.

  • When you wake

    What are you looking at

    Cant put it down

    OVERVIEW DATA INSIGHTS

    Wake up and connect

    8

    ImmediatelyAll: 10%

    1824: 22%

    Within 5 minsAll: 29%

    1824: 58%

    Within 15 minsAll: 46%

    1824: 75%

    Within 30 minsAll: 61%

    1824: 86%

    Within 60 minsAll: 81%

    1824: 93%

    Reconnecting when we wake up is as important to our morning routine as our long black or flat white with nearly 50% of us checking our phones within 15 minutes of waking. For 22% of users under 25, checking their smartphone is the first thing they do each day.

    Q. Typically how long is the interval between you waking up and looking at your smartphone for the first time (not including turning off your phones alarm clock)?

  • OVERVIEW DATA INSIGHTS

    Wake up and connect

    9

    When you wake

    What are you looking at

    Cant put it down

    SMS is the first thing we check on our smartphones every day but for users under 35s, its engaging their social network that takes the top spot.

    Q. Typically, what is the first thing you access on your smartphone every day? (smartphone owners)

    ALL AGES 1824 2534 3544 4554 5564 6575

    #1SMS

    29%

    Social networks

    37%

    Social networks

    24%

    SMS

    26%

    SMS

    35%

    SMS

    40%

    SMS

    42%

    #2Email

    18%

    SMS

    24%

    Email

    22%

    Email

    20%

    Email

    19%

    Email

    19%

    Weather

    11%

    #3Social

    networks

    17%

    Email

    16%

    SMS

    16%

    Social networks

    17%

    Social networks

    9%

    Weather

    7%

    Email

    8%

  • OVERVIEW DATA INSIGHTS

    Wake up and connect

    10

    When you wake

    What are you looking at

    Cant put it down

    Be it essential to our daily routine, a habit that we cant shake, or the fear of missing out #FOMO we are addicted to our devices. On average we check our phone more than twice every hour with many of us, particularly those aged 1824, interacting more than 50 times a day.

    Q. How many times would you estimate you look at your phone in a day?

    3%9%

    17%

    30%

    38%

    3%0

    5

    10

    15

    20

    25

    30

    35

    40

    200+ times 101200 times 51100 times 2650 times 1125 times Under 10 times

    % of u

    sers

    9

    63

    3625

    15 13

    1824 2434 3544 4554 5564 65750

    10

    20

    30

    40

    50

    60

    70

    Num

    ber of times

  • OVERVIEW DATA INSIGHTS

    Wake up and connect

    11

    Smartphones: always checking inAbout a third of Australian adults that own a smartphone (~5 million people1) look at their phone within five minutes of waking and nearly half within 15 minutes. Checking SMS is the first thing we do on our smartphones, followed by email and then social networks.

    These behaviours continue throughout the day, as we dont seem to be able to leave our smartphones alone. About 15% of Australian adults interact with their phone more than 50 times a day. Not surprisingly, there is a gap in usage between age groups, with 18-24 year olds checking their device on average 63 times a day and 6575 year olds checking their device only nine times a day.

    Such high dependence on being connected has implications across advertising, entertainment, communications and many other sectors. Constant connectivity requires increasing bandwidth and quality of service from telecommunications providers. Buying habits and patterns are increasingly affected

    Good morning!

  • OVERVIEW DATA INSIGHTS

    Wake up and connect

    12

    by our social network and we are using mobile technologies to take control of our entertainment experience.

    Our increasing use of and dependence on our smartphones to remain connected and facilitate a growing number of mobile services will test network operators capacity plans and investments. Consumers are gaining confidence in how everyday services can be delivered through smartphones creating even greater opportunity for device manufacturers, app developers and the consumer marketplace at large.

    Bottom line

    The smartphone has rapidly become the device of choice