WHAT SMARTPHONE USERS WANT?

1. the user is...2. he likes this device more3. this operating system is better4. he uses the phone for...5. these users pay with the phone6. shopping with the phone7. conclusions

... and the user is

Age

Gen X (35-46) Young Boomers (47-56) Old Boomers(57-65) Silent Generation (66-74) G.I. Generation (+75)

53%

35%

22% 20%

3%

Source: PewInternet

www.evolvedata.com

DEVICE

brand

Source: Comscore

www.evolvedata.com

OS

ANDROID

APPLE

BlackBerry

Microsoft5%

46%16%

28%Source: Comscore

www.evolvedata.com

...the phone is USED for

Text messages Use of the browser Download apps Social netorks/ blogs P;ay games

72%

44% 44%

33% 29%

29%

Listen to music

Source: Comscore

www.evolvedata.com

Apps on my phone? Really?!

May 2010August 2011

29%

38% 38%43%

Users who downloaded apps to their phones

Users with apps preloaded to their phones Source:

www.evolvedata.com

Mobile Payments by Age

18 - 29 30 - 44 45 - 59 60+

37%

20%

35%

25%

16%

28%

10%

25%

yes

no

Source: Federal Reserve Bank

www.evolvedata.com

Mobile payments by gender

Female

Male

55%

45%

52%47%

YES NO Source: Federal Reserve Bank

www.evolvedata.com

Shopping

16% 48%

Only 16% of smartphone users shop from their phone

48% of smartphone users engage in comparison-shopping with the help of their phones

Source: Federal Reserve Bank

www.evolvedata.com

Conclusions:The smartphone user is most probably younger than 46

Android and Apple's iOs are the safest bets in terms of operating systems

Younger women are more prone to buy/ shop with the mobile

Though only a small percent (16%) of smartphone users buy with their phone, beware! they do change their buying decision with the help of the phone

www.evolvedata.com