Thesmartphoneconsumer2012byedisonresearch 120620160352-phpapp01

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Thesmartphoneconsumer2012byedisonresearch 120620160352-phpapp01

  1. 1. The Smartphone Consumer 2012 June 2012
  2. 2. Methodology • In January/February 2012, Edison Research and Arbitron conducted a national telephone survey offered in both English and Spanish language (landline and mobile phone) of 2,020 people aged 12 and over • Data were weighted to national 12+ population figures • This is the 20th study in this series, dating to 1998
  3. 3. Half of Cell Phone Owners Have a SmartphoneCell Phone Ownership Smartphone Non-Smartphone 44% Cell Phone 44% Do Not Own a Cell Phone 12%
  4. 4. Smartphone Ownership Has Increased 40% in the Last Year Own iPhone, Android, BlackBerry, or Windows Smartphonepercent 60 44 40 31 20 0 2011 2012
  5. 5. Nearly One Third of Smartphone Users PurchasedTheir First Smartphone in the Last 12 Months“How long have you been a smartphone owner?” 1 Yr. to < 3 Yrs. 38% 6 Months to < 1 Yr. 15% 3 Months to < 6 Months 8% 3 Yrs. to < 5 Yrs. 16% Less Than 3 Months 9% Dont Know 5 Yrs. or More 2% 12% Base: Own a Smartphone
  6. 6. Android Phones Remain the Most Popular“Do you currently own…” 13 Android Phone 22 9 Apple iPhone 17 11 BlackBerry 8 2011 N/A Windows OS Phone 2012 8 0 10 20 30 40 50 % owning device
  7. 7. More Than Half of Smartphone Owners Are Age 12-34Demographic Composition of Smartphone Owners Male 18-24 25-34 49% 18% 23% 12-17 12% 35-44 18% Female 65+ 51% 4% 55-64 45-54 9% 16% Base: Own a Smartphone
  8. 8. Nearly Four in Ten 18-34s Own an Android PhoneAndroid Smartphone Ownershippercent 50 2011 2012 40 36 36 30 28 26 22 22 21 22 20 15 17 14 13 14 13 10 9 9 5 4 0 Male Female 12-17 18-24 25-34 35-44 45-54 55-64 65+
  9. 9. iPhone Ownership Concentrated Age 12-44iPhone Ownershippercent 50 2011 2012 40 30 26 22 24 22 20 17 18 17 12 13 14 10 9 10 9 9 10 4 2 4 0 Male Female 12-17 18-24 25-34 35-44 45-54 55-64 65+
  10. 10. BlackBerry Ownership Down Significantly Among 35-64sBlackBerry Ownershippercent 50 2011 2012 40 30 20 19 15 12 10 8 12 14 10 8 11 10 9 9 10 6 8 5 1 2 0 Male Female 12-17 18-24 25-34 35-44 45-54 55-64 65+
  11. 11. Windows OS Phone Ownership Skews Slightly FemaleWindows OS Phone Ownershippercent 50 2012 40 30 20 9 11 9 11 10 7 6 8 6 4 0 Male Female 12-17 18-24 25-34 35-44 45-54 55-64 65+
  12. 12. Smartphone Ownership Increases With IncomeSmartphone Ownership by Household Income 2011 2012 80 70 70 60 55 55 50 44 40 37 40 34 30 29 30 20 18 10 0 Under $25K $25K-$50K $50K-$75K $75K-$100K Over $100K
  13. 13. One in Five Smartphone Owners Listen toRadio Most at Work Through a Mobile Device“Thinking about how you listen to the radio while at work, do you most often listen..?” On a Regular Radio On Your 59% Computer Over the Internet 18% Dont Know 3% On a Mobile Device Such as a Smartphone 20% Base: Smartphone Owners Employed Full/Part-Time and Listen to the Radio While at Work (51% of Smartphone Owners)
  14. 14. Smartphone Owners Are Far More Likely toKeep Their Phones Close at All Times“How often is your cell phone with you or nearby, when it is within arm’s length?” Most of the Always Time 60% 33%Always 44% Most of the Time 31% Sometimes 15% Almost Never Rarely Almost Never Rarely Sometimes 3% 5% 7% 1% 1% Non-Smartphone Cell Own a Smartphone Phone Owners
  15. 15. Nearly Half of Smartphone Owners Browse the Mobile Web Several Times Per Day % Who (Item) on a (Non-Smartphone Cell Phone/Smartphone) “Several Times Per Day” or More Make Calls or Receive Calls 59 86 34 Send or Receive Text Messages 78Take Pictures with Phones Camera 6 23 5 Browse the Internet 46 4 Use Social Networking Sites 34 Listen to Downloaded Music 3 25 2 Play Games 21 Listen to Online Radio 1 12 1 Watch Video 11 Purchase an App 1 Non-Smartphone Cell Phone Owners 4 0 Own SmartphoneDownload Coupons From Retailers 2 0 10 20 30 40 50 60 70 80 90
  16. 16. Half of Smartphone Owners UseVoice Commands on Their Phones“How often do you use voice commands on your cell phone such as dialing a contact from your address book,playing music by a certain artist or looking up information from the Internet all with just your voice?” A Few Times Per Month or Less 18% Never 51% At Least Once a Week 11% About Once a Day 7% Several Times Per Day 13% Base: Cell Phone Has the Ability to Take Voice Commands (74% of Smartphone Owners)
  17. 17. Smartphone Owners Show Greater Interest in Voice Command Features“How interested would you be in the ability to use voice commands on your cell phone such as dialing a contact from youraddress book, playing music by a certain artist or looking up information from the Internet all with just your voice?” Not Very Somewhat Not Very Interested Interested Interested 18% 25% 26% Not at All Interested 48% Somewhat Interested 19% Very Not at All Interested Interested Very 18% 29% Interested Dont Know Dont Know 2% 14% 1% Smartphone Owners Non-Smartphone Cell Without Voice Capability Phone Owners Base: Cell Phone Does Not Have the Ability to Take Voice Commands
  18. 18. Three in Ten Smartphone Owners Also Own a Tablet “Do you currently own…”percent 60 50 40 27 21 20 20 12 0 iPod Non-iPod MP3 iPad Portable eReader Android-Based Player Tablet Base: Own a Smartphone
  19. 19. Smartphone Owners Spend as Much Time Daily Online as They Do Watching Television “In the last 24 hours, approximately how much time did you spend…”hours 5 Do Not Own Smartphone 4:05 Own Smartphone 4 3:20 3:24 3 2:26 1:52 2 1:38 1 :26 :19 0 Watching Television On the Internet Listening to the Radio Reading Newspapers (All Times Are Self-Reported)
  20. 20. Smartphone Owners Are Far MoreLikely to Use Social Networks% Who Ever Use/Have a Profile Page on… Any Social Network 41 76 Facebook 40 73 LinkedIn 7 21 Twitter 4 17 Google+ 3 Do Not Own Smartphone 14 Own SmartphoneLocation-based Services 1 6 0 10 20 30 40 50 60 70 80 90
  21. 21. More Than Half of Smartphone Owners UseSocial Networks Nearly Every Day or More“How often do you use social networking Web sites or services?” Nearly Every Day At Least Once a 20% Week 13% At Least Once Per Month 6% Less Often Than Several Times Per Once Per Month Day 4% 35% Never Use Social Networking Sites 22% Base: Own a Smartphone
  22. 22. Smartphone Owners Are More Likely to Post Status Updates“Do you ever post status updates to any social networking Web sites or services?” Yes Yes 59% 71% No No 29% 41% Do Not Own a Smartphone Own a Smartphone Base: Use Social Networking Web Sites or Services
  23. 23. One in Three Smartphone Owners Who Post StatusUpdates Use Their Phones to Do So Nearly Every Day“About how often do you update your status on social networks by cell phone?” At Least Once a Week 30% Nearly Every Day 15% At Least Once Per Month 14% Several Times Per Day 20% Less Often Than Once Per Month 8% Never Update Status in This Way 13% Base: Own a Smartphone and Ever Post Status Updates to Social Networking Web Sites
  24. 24. Nearly Eight in Ten Smartphone Owners With aFacebook Profile Access it Through Their Phones“Do you ever access Facebook on a cell phone?” Yes 78% No 22% Base: Own a Smartphone and Have a Profile Page on Facebook
  25. 25. One-Quarter of Smartphone OwnersUse a Tablet to Access Facebook“Do you ever access Facebook on a tablet?” No 74% Yes 26% Base: Own a Smartphone and Have a Profile Page on Facebook
  26. 26. More Smartphone Owners Access Their Facebook Profileson a Cell Phone Than on a Desktop/Laptop/Tablet“Which one way do you access Facebook most?” Tablet 4% Cell Phone 51% Desktop/Laptop Computer 45% Base: Own a Smartphone and Have a Profile Page on Facebook
  27. 27. Smartphone Owners Check Their Facebook Accounts About Five Times Per Day “In the last 24 hours, approximately how many times did you check your Facebook account?”Mean # of times 4.8 2.8 Do Not Own a Smartphone Own a Smartphone Base: Have a Profile Page on Facebook
  28. 28. On Average, Smartphone Owners Report Having Nearly Twice as Many Facebook Friends “Approximately how many Facebook friends do you have?”Mean # of friends 327 170 Do Not Own a Smartphone Own a Smartphone Base: Have a Profile Page on Facebook
  29. 29. Smartphone Owners Who Use Twitter Do So Very Frequently“How often do you use Twitter?” Nearly Every Day At Least Once Per 13% Week 23% At Least Once Per Month Several Times Per 13% Day 33% Less Than Once Per Month 18% Base: Smartphone Owners Who Currently Ever Use Twitter (17% of Smartphone Owners)
  30. 30. Half of Smartphone Owners Who Use TwitterStarted Using it in the Last Year“How long have you been a Twitter user?” 6 Months to < 1 Yr. 30% 1 Yr. to < 2 Yrs. 27% Less Than 6 Months 2 Yrs. to < 3 Yrs. 20% 11% 5 Yrs. or More 3 Yrs. to < 4 Yrs. 3% 9% Base: Smartphone Owners Who Currently Ever Use Twitter
  31. 31. Smartphone Owners Very Attuned To“Tweets” Mentioned In Other Media“How often do you hear about Twitter feeds – commonly called ‘tweets’ – through traditionalmedia outlets such as TV, radio, newspapers or websites other than Twitter?” Almost Every Day 57% Regularly, But Not Daily 17% Sometimes 10% Rarely Have Not Heard Never 7% of Twitter 4% 5% Base: Own a Smartphone
  32. 32. Four in Ten Smartphone Owners Follow aCompany or Brand Via Social Networks“Do you follow any companies or brands on any socialnetworking sites such as Facebook or Twitter?” No 59% Yes 41% Base: Own a Smartphone
  33. 33. Smartphone Owners Mostly ChooseFacebook to Connect with Brands or Products“Which social networking site or service do youuse most to connect with brands or products?” Facebook Twitter 76% 10% Other 9% None 5% Base: Smartphone Owners Who Follow Companies or Brands on Any Social Networking Sites
  34. 34. Nearly Half of Smartphone Owners Who Use Social NetworksSay Facebook Most Influential Social Platform For Purchases“Which social networking site or service influences your buying decisions the most?” Facebook Twitter 45% 7% Other 6% None/Dont Know 42% Base: Smartphone Owners Who Use Social Networking Websites or Services at Least Once Per Month
  35. 35. Three Times as Many Smartphone OwnersAre Members of a Daily Deals Site“Are you a registered user of any daily deals sitesor services such as Groupon or LivingSocial?” Yes Yes 24% 8% No No 76% 92% Do Not Own a Smartphone Own a Smartphone
  36. 36. Six in Ten Smartphone Owners Who UseDaily Deals Sites Registered in the Last Year“How long have you been a registered user of daily deals services?” 6 Months to < 1 Less Than 6 Yr. Months 32% 29% 3 Yrs. or More 2% 2 Yrs. to < 3 Yrs. 4% 1 Yr. to < 2 Yrs. 33% Base: Smartphone Owners Who Are Registered Users of Daily Deals Sites/Services
  37. 37. Smartphone Owners Are Heavy YouTube Users“Have you watched video clips or other Internet videoprogramming from YouTube in the last week?” No Yes No 77% 55% 45% Yes 23% Do Not Own a Smartphone Own a Smartphone
  38. 38. Smartphone Owners Are More Likely to Share YouTube Videos“Have you shared a YouTube video with anyone in the last month?” Yes 49% Yes 32% No 68% No 51% Do Not Own a Smartphone Own a Smartphone Base: Have Watched Video Clips or Other Internet Video Programming from YouTube in the Last Month
  39. 39. Three Times as Many Smartphone OwnersReport Weekly Online Radio Listening% Listening to Online Radio (AM/FM Streams & Internet-Only) in Last Week Yes Yes 16% 45% No No 55% 84% Do Not Own a Smartphone Own a Smartphone
  40. 40. Three in Ten Smartphone OwnersAre Weekly Pandora Listeners% Listening to Pandora Internet Radio in Last Week Yes Yes 30% 6% No No 94% 70% Do Not Own a Smartphone Own a Smartphone
  41. 41. Three in Ten Smartphone Owners Have Listened toInternet Radio in the Car Through Their Phones“Have you ever listened to Internet Radio in a car by listening to thestream from a cell phone that you connected to a car stereo?” No 71% Yes 29% Base: Own a Smartphone
  42. 42. Nearly One in Five Smartphone Owners Have EverWatched TV Programming Through Their Phone% Watching TV Programming by Streaming orDownloading Shows to be Viewed on a Cell Phone… 19 13 Ever In the Last Month Base: Own a Smartphone

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