global mobile consumer survey - …•the survey was commissioned by deloitte’s global technology,...

Global Mobile Consumer Survey

U.S. Edition

October 2013

Copyright © 2013 Deloitte Development LLC. All rights reserved. 1 U.S. Data: Global Mobile Consumer Survey

The 2013 Global Mobile Consumer Survey:

37,600 responses, 20 countries, four continents

United States

Brazil

Japan

Turkey

United Kingdom

Belgium

Netherlands

Mexico

Argentina

Finland Russia

Spain China

India

Singapore

S. Korea

Germany

Indonesia

France Portugal


• The survey was commissioned by Deloitte’s global Technology, Media and Telecommunications (TMT)

practice. It is based on an online survey of consumers across 20 countries. The survey was fielded by

an independent research firm between May-July 2013 and yielded 37,600 responses globally.

• This Global Mobile Consumer Survey presentation highlights findings from the United States survey

results. In the U.S., the survey yielded 2,000 respondents. This presentation offers insight into consumer

purchasing habits, wants and trends in the U.S., with a focus on mobile devices and services. The

survey includes five age groups:

About the Global Mobile Consumer Survey and U.S. data

As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about

for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be

available to attest clients under the rules and regulations of public accounting.

18-24 25-34 35-44 45-54 55+


• Survey responses for all countries, including the U.S., are weighted to the U.S. population (2011 U.S.

census data).

• The survey is now in its third year and includes selected trending data for 2012 and 2013. When

relevant, we have included trending data to show changes in consumer behavior and opinions.

• Globally, the question set for this survey was standard, except where information about the local market

was specifically requested. For example, in the United States, we asked additional questions about

BYOD (Bring Your Own Device) trends. U.S. questions were asked in English. Questions pertaining to

spend were all asked in local currency.

About the Global Mobile Consumer Survey and U.S. data


Wi-Fi is the predominant Internet connection across portable devices

in the U.S. Thinking about how you connect your devices to the Internet, which type of connectivity do

you use most often?

Base: Total respondents that connect to the internet using their portable devices ,1,921; Tablet 519; eReader 130; Laptop Computer 1231; Large

Smartphone 55; Smartphone 826

93%

93%

94%

71%

64%

Tablet eReader Laptop Computer Large Smartphone Smartphone

5% 5% 4% 27% 34%

Broadband, Wi-Fi/Fixed Mobile Network

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41% of subscribers would be willing to pay more for substantively

faster wireless speeds How much would you be willing to pay if your wireless carrier would offer you speeds

between 3 to 5 times higher than your current speeds?

Base: Total respondents – All those who want faster wireless download speeds: 639

8% 11% 22% 55% 4%

$30 $20 $10

Not willing

to pay

any more

I don’t

know


Performance is the key driver when choosing Wi-Fi over mobile

networks For which of the following reasons do you use Wi-Fi to connect to the Internet instead of

your mobile carrier’s network (2G, 3G or 4G/LTE)?

Base: Total respondents who connect to Wi-Fi on their mobile 747, Respondents that subscribe to 4G 331, Respondents that do not subscribe to 4G 416

Criteria / Reasons Subscribe to 4G/LTE Do not subscribe to

4G/LTE

Faster speeds 49 48

Faster response time (e.g., when browsing) 38 36

To save money on my mobile phone bill 36 37

To save on my monthly internet allowance from my

mobile carrier 38 33

A more reliable connection 36 31

It uses less battery 23 22

Poor or lack of 3G/4G coverage in general 21 18

49 38 1

2

38 36

36 37

All figures in %


Use of Wi-Fi is increasing outside out of home and work use

In which of the following Wi-Fi enabled places do you use your phone to connect to Wi-Fi?

The findings imply that the use of Wi-Fi at home and at work is

being augmented by use in more social settings, creating

new dynamics and potential interactions among consumers.

Base: Total respondents using Wi-Fi to connect to the internet on their mobile (2013) 747, (2012) 501

86% 83% 51%

54% 37%

44%

35%

34%

17%

20%

2012 2013 2012 2013 2012 2013 2012 2013 2012 2013

At home When out

and about

At someone

else’s home At work

At place

of study


Device cost is #1 for standard phone owners; last for smartphone

owners When choosing your current phone, which, if any, of the attributes did you consider to be

most important?

Base: Total respondents who use... Any phone 1,698; Standard phone users: 698, Smartphone users: 999

Selection Criteria Standard

phone Smartphone All

respondents

Phone size 34 40 37

Cost of monthly service plans 37 37 37

Battery life 27 40 35

Design (look and feel) 25 40 34

Device brand 18 38 30

Lower cost of device 40 20 28

Touchscreen usability/availability 7 41 27

The operating system in use 6 40 26

Camera quality and usability 11 35 25

40 20 28

2013 Results – Standard Phone vs. Smartphone

All figures in %


App downloads and per-app spending has decreased year-over-year,

with the biggest reduction in tablets

Base: Graph 1 & 2 Total respondents who have downloaded apps in the last 12 months. For 2012: Tablets (334), Smartphones (647), for 2013: Tablets

(520), Smartphones (966)

Device Year

How many apps do you

download in a typical

month?

How much do you

spend per month on

apps and other

downloadable

content?

Per App

2012 2.65 $1.75 2012 per app spending:

$0.66

2013 2.31 $1.29 2013 per app

spending:

$0.56

2012 3.05 $3.51 2012 per app spending:

$1.15

2013 2.37 $1.72 2013 per app spending:

$0.73


Brazil

7.88 / 4.99 Argentina

6.09 / 5.03

Mexico

5.68 / 4.89

United States 2.65 / 2.31

2012

2013

This decline in app downloads is consistent across other countries

How many apps do you download in a typical month? (smartphone users only)

Base: Smartphone owners who downloaded apps in the last 12 months (2013, 2012): Argentina 733, 337, Brazil 508, 540, Mexico 862, 475, US 868, 664





Executive Summary: many employers have BYOD policies –

providing reimbursement and support for personal devices

51%

45%

58%

69%

…of companies

have BYOD

policies

…of employees

who work where

BYOD policies are

offered primarily

use their personal

device on the job –

with significantly

more males and

younger age

demographics

adopting

…of personal device

users receive the

same or more

reimbursement

amount from their

employers

…of personal device

users do not

encounter

challenges as a

results of using a

personal device at

the workplace


Almost half of companies have BYOD-friendly policies

Does your employer currently have a policy that allows use of personal devices in the

workplace?

Base: Total respondents who work and own at least one portable device: 1,921

Response Options

Yes - and I use a personal device as my primary work related

mobile device 23

Yes - but I use my personal device secondary to another company

provided device 13

Yes - but I opt to use a company provided device instead 9

No - my employer does not allow personal devices to be used for

work related activities 18

My job does not involve the use of mobile devices for work related

activities 23

Don’t know 5

None of the above 9

23

13

9

45%

All figures in %


58% of personal device owners receive the same or more

reimbursement as a result of using their personal device at work

Does your employer’s reimbursement policy differ if the device is personal or company

provided?

Base: Total respondents who have an employer who reimburses costs: 173 (Those who chose ‘None of the above’ are excluded in the chart above)

38% 20% 26% 11% The company

provides the

same

reimbursement

for personal

devices

I receive more

reimbursement

with my personal

device

I receive less

reimbursement

with my personal

device

I don’t know

58%


Most personal-device users do not encounter technical or support

challenges as a result of BYOD

Have you ever encountered any challenges as a result of using your own device as opposed

to a company approved / provided device?

Base: Total respondents who use personal devices in the workplace: 535

69% 21% 13% 6%

No challenges Support

challenges

Technical

challenges I don’t know


62% 28% 10%

While NFC has a small user base, its numbers are growing and its

users show commitment to the technology

Does your phone have NFC technology? Have you used the NFC capability on your

device during the last month?

12% 12% 103%

4%

Don’t Know

34%

Yes

62%

No

NO Don’t Know Yes

Increase/Decrease in % Y-Y change (2012 – 2013)

Base: Total respondents: (2012) 1722, (2013) 1752


Significantly more males have – and use – NFC technology

Does your phone have Near Field

Communication (NFC) technology?

Have you used the NFC capability on your

device during the last month?

Yes No Don’t know

Male 13 60 26

Female 7 63 30

Yes No Don’t know

Male 39 56 6

Female 26 71 3

13

7

39

26

Base: Total respondents: (2012) 1722, (2013) 1752

All figures in % All figures in %


Tablet growth is skyrocketing among 25-34 year olds and smartphone

growth is still strong; 55+ shows the second-highest growth

Which of the following portable devices do you own or have ready access to?

Base: Graph 1 & 2 Total respondents (2012) 2,022, Total respondents (2013) 2,000

Smartphone ownership by age group Tablet ownership by age group

18-24 25-34 35-44 45-54 55+

2012 2013 2012 2013 2012 2013 2012 2013 2012 2013

Smartphone penetration rate

58 71 54 76 55 66 41 46 24 31

+23% +41% +20% +13% +29%

Y on Y device penetration growth rate Y on Y device penetration growth rate

18-24 25-34 35-44 45-54 55+

2012 2013 2012 2013 2012 2013 2012 2013 2012 2013

Tablet penetration rate

25 32 24 41 28 37 21 30 17 24

+29% +74% +33% +40% +45%

All figures in % All figures in %


In 2013, the tablet is the device with the fastest growth in ownership,

well above smartphones; tablet/smartphone replacing other devices

Which of the following portable devices do you own or have ready access to?

Base: Total respondents (2012) 2,022, Total respondents (2013) 2,000

Tablet Smartphone eReader Laptop Netbook

Digital

camera

Music

player

Portable

games

player

Portable

video player

Standard

phone

9% 3% 13% 14% 15% 22% 25% 5% 29% 48%

2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013

Device penetration

21 31 41 53 19 20 67 69 11 10 45 39 43 37 20 17 27 21 56 42

Increase/Decrease in % Y-Y change (2012 – 2013)




All figures in %


Tablet use drives more smartphone use but less laptop use

Since you have owned a tablet, do you use your ...

Base: Total respondents who own both a smartphone and a tablet : 437

Base: Total respondents who own both a laptop and a tablet : 494

Laptop

Smartphone

27% 50% 19% 4%

More

frequently

Same

amount

Less

frequently Don’t know

20% 43% 34% 3%

More

frequently

Same

amount

Less

frequently Don’t know


Tablets and smartphones have unique usage profiles

In the last week, for which of the following activities did you use your device? (Top 18 activities)

Base: Total respondents (2013) Smartphone – 999, Tablets – 624

Activities Smartphone Rank Tablet Rank

Email (for work, or personal) 73% 1 50% 1 Social networks 63% 2 43% 3 Using search engines 60% 3 45% 2 Taking photos and video 56% 4 20% 10 (t) Navigation or maps 41% 5 17% 13 (t) Online banking 36% 6 22% 9 News and sport websites 35% 7 28% 7 Browsing retailers websites 33% 8 37% 4 Playing games offline 33% 8 (t) 36% 5 Listening to music saved on device 29% 10 17% 13 (t) Playing games online 23% 11 23% 8 Listening to online radio 22% 12 18% 12 Streaming music 18% 13 8% 18 Online payments 15% 14 11% 17 Buying goods 11% 15 17% 13 (t) Reading books 10% 16 30% 6 Streaming/Watching TV or Movies online 9% 17 20% 10 (t) Watching TV/movies/video saved on your device 8% 18 17% 13 (t)


This overview contains just a small percentage of the data gathered in this year’s survey.

For more information, please contact:

Press inquiries:

Anisha Sharma

+1 917 464 3713

[email protected]

Sam Johnston

Hill & Knowlton Strategies

+1 212 885 0499

[email protected]

To learn more


About Deloitte

Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of

member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed

description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see www.deloitte.com/us/about

for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest

clients under the rules and regulations of public accounting.

Copyright © 2013 Deloitte Development LLC. All rights reserved.

Member of Deloitte Touche Tohmatsu Limited

http://www.deloitte.com/about

http://www.deloitte.com/us/about

global mobile consumer survey - …•the survey was commissioned by deloitte’s global technology,...

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