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Your life in your hands: living our lives through our mobile phones

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The way we communicate and consume information and services has changed beyond recognition, and a large part of this is because of the huge leaps in mobile technology. This presentation explores the …

The way we communicate and consume information and services has changed beyond recognition, and a large part of this is because of the huge leaps in mobile technology. This presentation explores the implications of this channel shift for communication, government, society and business. This was presented at a King's College London / Ipsos MORI event on 18 June 2014. http://www.ipsos-mori.com/newsevents/events/124/Your-life-in-your-hands-living-our-lives-through-our-mobile-phones.aspx

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  • 1. © Ipsos MORI / King’s College London Your life in your hands: living our lives through our mobile phones Welcome 18th June 2014 #KingsIpsosMORI
  • 2. © Ipsos MORI / King’s College London Your life in your hands: living our lives through our mobile phones Claire Emes, Head of Digital, Ipsos MORI 18th June 2014 #KingsIpsosMORI
  • 3. © Ipsos MORI / King’s College London The 2014 Swiss Army Knife
  • 4. © Ipsos MORI / King’s College London 93% 93% 86% 84% 84% 84% 80% 77% 76% 76% 75% 75% 74% 74% 72% 71% 70% 70% 68% 62% 54% 6% 6% 9% 12% 14% 11% 16% 19% 20% 19% 22% 22% 21% 21% 24% 23% 24% 24% 25% 31% 41% Turkey China Argentina India S Korea Brazil Russia Total Italy Spain France Belgium Germany Poland S Africa Australia Canada US Japan GB Sweden GB less concerned by pace of change 93% 84% 84% 84% 80% 77% 76% 75% 74% 74% 72% 70% 68% 62% 54% 6% 12% 14% 11% 16% 19% 20% 22% 21% 21% 24% 24% 25% 31% 41% China India S Korea Brazil Russia Total Italy France Germany Poland S Africa US Japan GB Sweden Agree Disagree To what extent do you agree or disagree…? The world today is changing too fast Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
  • 5. © Ipsos MORI / King’s College London We are still conscious of feeling ‘left behind’ Agree Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 To what extent do you agree or disagree…? I cannot keep up with developments in science and technology because the speed of development is too fast 44% 46% 41% 47% 37% 45% 49% 51% 46% 46% 46% 44% Non-smartphone owners Smartphone owners 55+ 45-54 25-44 18-24 45% 46%Great Britain overall Disagree
  • 6. © Ipsos MORI / King’s College London Adoption of mobile technology
  • 7. © Ipsos MORI / King’s College London Smartphone ownership rising rapidly – close to one in three now own one % OWN Base: circa 1,000 GB adults aged 15+ per wave Source: Ipsos MORI 37 64 1313 6 9 30 1 4 0% 10% 20% 30% 40% 50% 60% 70% Q3' 11 Q4' 11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3'13 Q4'13 Q1'14 Q2'14 Any Smartphone (net) Windows Tech Tracker
  • 8. © Ipsos MORI / King’s College London The innovation curve – smartphone adoption 2012 2.5% Innovators 13.5% Early Adopters 34% Early Majority 34% Late Majority 16% Laggards Q2 2012 cf. Diffusion of innovations, Rogers 45% Smartphone ownership Q2 2014 64% Smartphone ownership
  • 9. © Ipsos MORI / King’s College London Not everyone has access to the new technology… % OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE: Q2 2012 Base: circa 4,000 GB adults aged 15+: Q4 2012/ Q1/Q2/Q3 2013 All 15-24 25-34 35-44 45-54 55-64 65+ Males 46 67 67 59 42 29 9 Males AB 55 84 67 79 66 44 14 Males C1 49 67 76 55 34 35 12 Males C2 44 72 80 51 34 18 2 Males DE 31 57 47 30 25 7 4 Females 36 71 65 43 32 17 2 Females AB 43 79 79 55 45 21 4 Females C1 43 81 68 43 42 20 5 Females C2 33 65 58 32 26 14 2 Females DE 25 59 55 31 11 10 - 70-100%50-69%0-49% Tech Tracker
  • 10. © Ipsos MORI / King’s College London but the landscape is changing… % OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE: Q2 2014 Base: circa 4,000 GB adults aged 15+: Q4 2012/ Q1/Q2/Q3 2013 70-100%50-69%0-49% All 15-24 25-34 35-44 45-54 55-64 65+ Males 63 83 84 80 68 47 21 Males AB 71 91 90 92 86 60 30 Males C1 70 87 89 88 66 47 26 Males C2 59 79 82 76 62 47 12 Males DE 50 78 76 55 48 25 11 Females 56 86 81 76 58 36 15 Females AB 66 94 89 85 70 47 34 Females C1 60 90 91 82 59 33 15 Females C2 50 85 70 69 49 40 6 Females DE 47 81 74 58 46 24 7 Tech Tracker
  • 11. © Ipsos MORI / King’s College London How attached are we to our mobiles?
  • 12. © Ipsos MORI / King’s College London All: GB Among owners, smartphones are valued more than TV – attachment varies little by age 53% 39% 36% 27% 22% 38% 37% 42% 45% 42% 56+ 46-55 36-45 26-35 16-25 And if you couldn’t use or access these things any more, which two or three of these would you miss doing the most? Base: All smartphone owners (667) online, 3-17 Sept 2013 List included: the internet, desktop/laptop, conventional radio, social networking… and more. All smartphone users: GB 34% 41% Smartphone TV
  • 13. © Ipsos MORI / King’s College London And if you couldn’t use or access these things any more, which two or three of these would you miss doing the most? 93% 93% 86% 84% 84% 84% 80% 77% 76% 76% 75% 75% 74% 74% 72% 71% 70% 70% 68% 62% 54% 6% 6% 9% 12% 14% 11% 16% 19% 20% 19% 22% 22% 21% 21% 24% 23% 24% 24% 25% 31% 41% Turkey China Argentina India S Korea Brazil Russia Total Italy Spain France Belgium Germany Poland S Africa Australia Canada US Japan GB Sweden Out of all our means of technology and entertainment, smartphones would be sorely missed. 56% 54% 49% 49% 46% 45% 44% 41% 41% 40% 39% 39% 37% 33% 33% S.Africa S.Korea China the US Russia Japan India GB Total Sweden Germany France Italy Poland Brazil % Smartphone Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013 List included: the internet, desktop/laptop, conventional radio, social networking… and more.
  • 14. © Ipsos MORI / King’s College London Are we too dependent?
  • 15. © Ipsos MORI / King’s College London Are we too dependent? “I cannot live without my smartphone, if I left it at home on way to work I would actually be late for work and go back for it” “I had to drive home without a phone (which I really don’t like doing, as if I break down or get lost, there is no phone to ring for help or to get directions with).” “It felt like part of me was lost, it was a nightmare. I could never do it again” Ipsos MORI/Ofcom Young People and Comms
  • 16. © Ipsos MORI / King’s College London Are we too dependent? “Been out for dinner so avoided my phone for the past few hours… …that said, now I'm back, already checked Facebook and replied to the missed messages on WhatsApp.” “I think face to face contact is really important because it helps you develop proper social skills…I couldn’t get to know someone properly online I would have to be with them in person.” Ipsos MORI/Ofcom Young People and Comms
  • 17. © Ipsos MORI / King’s College London Are we making the most of it?
  • 18. © Ipsos MORI / King’s College London Not everyone uses smartphones to their full potential No phone SmartphoneFeature phone only Text and calls only Using more advanced features on their smartphones: eg online banking, augmented reality, full use of TV on demand Using above average features: eg purchasing online, video calls, gambling Using basic ‘smart’ features: eg browsing, camera, music, email Basic additional features: camera and music Base: All GB (1,000) online, 3-17 Sept 2013
  • 19. © Ipsos MORI / King’s College London 83 42 42 61 36 33 49 0 10 20 30 40 50 60 70 80 90 100 Highest global score Lowest global score Use of mobile technology is also cultural % mobile owners doing each of the following GB Japan 14 64 Base: All mobile owners (880 in GB and 838 in Japan) online, 3-17 Sept 2013
  • 20. © Ipsos MORI / King’s College London So what does this all mean?
  • 21. © Ipsos MORI / King’s College London We’re changing the way we do research
  • 22. © Ipsos MORI / King’s College London Many other businesses are also responding
  • 23. © Ipsos MORI / King’s College London So is government
  • 24. © Ipsos MORI / King’s College London But don’t leave people behind
  • 25. © Ipsos MORI / King’s College London Your life in your hands: living our lives through our mobile phones Questions 18th June 2014 #KingsIpsosMORI