Welcome to the first edition of The Eye Opener, aquarterly look at the UK consumers and their use of FIRST EDITIONdigital media and technology.All the facts and figures are gathered from EssentialResearch’s continuous tracking study, the Essential Eye,which is based on 1,000 interviews a month with arepresentative sample of adults aged 16+.The Essential Eye is now available in the form of aquarterly snapshot or an annual subscription.
In this first edition we’re looking at Smartphonesand tablets.Nearly half of mobile phone owners now havea smartphone, and 13% have an iPhone, so it’simportant to understand what this means, both interms of current usage and future adoption.S M A R T P H O N E S & TA B L E T S
70% of smartphone owners have used their smartphone to access the internet in the past week. This rises to 82% of iPhone owners.Nearly 6 in 10 have accessed email via theirsmartphones in the past week. Again this is muchhigher among iPhone owners (83%) Question: Which of the following have you done on your mobile phone in the last week? (Smartphone vs iPhone owners)
A quarter have used their smartphonesto find their location by GPS but this isalso much higher (more than 4 in 10)for iPhone owners.
iPhone Interestingly, iPhone ‘Received promotions orowners are four times as vouchers to save money 23% at places close to where Smartphone likely to have: I am’ in the past week 6% iPhone Used Shazam-style song 18% recognition apps Smartphone 4% iPhone Listened to radio 17% services Smartphone 4%
It’s one thing measuring what people are currently doing on their smartphones.But it can be just as interesting to see what else appeals to people. PRACTICAL BENEFITS OF SMARTPHONESSo, looking at things that people can’tcurrently do on their mobile (or don’tknow they can), but would like to beable to do, we see that the things thatmost appeal are practical benefits thatmake life easier, as we predicted in ourBrandheld study a couple of years ago
Give me directions to Find my location using14% where I want to go 13% GPS Pay for things by swiping Recognise a song and tell13% my phone on a scanner 12% me what it is Receive promotions or Scan bar codes and use it12% to bring up information 11% vouchers to save money at places close to where I am Make cashless payments Translate things from one11% in a shop for things costing less than £10 11% language to another Question: Which of the following things that you cannot do on your mobile phone would you like to be able to do?
Looking at what people believethey can do now, and what Mobile activities that are widespread, butthey say they’d like to be able with limited further appealto do on their mobiles, there’slimited benefit for mobile phone 50% Access full internetmanufacturers and networks in 8%continuing to promote many of Access email 45%the activities that drove the first 8%wave of adoption. Download apps 33% 5% Record videos 30% 4% Manage multiple social networks 21% accounts 2% Let friends / social networks see 20% where I am 5% 19% Listen to internet radio 7% Can do this now Would like to do it % mobile phone owners, September 2011
Mobile activities that are widespread, but with room for expansion 28% Find my location via GPS 13% 28% Give me directions where I want to go 14%It’s more interesting to look atactivities where there is still anotable gap between currentsupply and demand.Mapping and direction servicesare already becoming fairlywidespread, but demandsignificantly exceeds supply (or Can do this nowperceived availability). Would like to do it % mobile phone owners, September 2011
Other practical mobileactivities – particularly those Mobile activities that are niche, but withthat serve as a shopping aid room for expansionremain niche but have a realopportunity to grow in 2012. 14% Scan bar codes to get informationThere is particular interest 12%among younger users and Recognise a song, tell me what it is 14% 12%early adopters in using the 14% Get promos, vochers from nearby placessmartphone for cashless 11%payments. Translations 12% 11% Recgonise things through camera and tell 9% me what they are 11% 3% Pay by swiping phone / make cashless 14% payments* Can do this now Would like to do it % mobile phone owners, September 2011
Mobile activities that are niche and have limited claimed appeal 13% Set up video charts with friends 6% 11% Open files e.g. Excel, PowerPoint 6% 11% Watch catch up TV services 8% Convert speech into written text e.g. for 12% voice activated web searches 11%But other niche mobileactivities including video Can do this nowcalling, speech activated Would like to do it % mobile phone owners, September 2011searches and even mobile TVviewing appear to have limited Interestingly, all of these features haveappeal - or comprehension - appeared prominently in smartphoneamong a wider audience. marketing campaigns in the past year!
When it comes to social media, certain behaviours have been migrating tomobile for the past couple of years.While nearly all Facebook users still use acomputer to access Facebook, nearly halfalso use a mobile. This has grown steadilyfrom a third in November 2010.But the computer remains the device usedmost often by nearly three quarters ofFacebook users.
But when it comes to Twitter, the pictureis different.Although similar numbers of people usedcomputers and mobiles to keep tweetingin the past week, the mobile is thedominant device, with 53% of Twitterusers saying they used their mobile mostoften for Twitter access in the past week. As we’re starting to learn, when it comes to immediacy, consumers choose the mobile every time. Questions: On which devices have you accessed each of the following websites or internet services in the past week? In the past week, which device did you use to access each of the following websites or services most often?
The concept of tablet computers is now seen as ‘a good thing’ among a growing proportion of people. Just over a quarter of our survey respondents say that they would like a tablet device / touch screen portable computer – if the price were right. This rises to 4 in 10 among 16-24 year olds.The proportion of our survey respondents who own a tabletdevice has grown from 3% a year ago to 11%.In total a third either have one or want one.Nearly 9 in 10 respondents have heard of the iPad, and of these,a quarter are very interested in getting one, at the right price.Question: Which of the following services or devices would you be interested in purchasing, if the price were right?
5 TA B L E T S : INCREASING AVA I L A B I L I T Y T O E N T E R TA I N M E N T
We compared the types of appsused by mobile and tablet usersand found that generally thereis little difference in the top fivetypes of app which, predictably,include games, social networks,music and news. 44% Games 46% 43% Social networks 38% Music 35% 42% Use generally on mobile (% of smartphone) News and weather 35% Use generally on tablet 41% (% of tablet owners) Navigation and maps 32% % mobile phone owners, September 2011 30% Question: In general, what types of applications (or apps) do you download and use on your mobiLe phone / tablet computer?
But as you might expect, we arestarting to see big differencesbetween mobiles and tabletswhen it comes to the use ofapps for entertainment,TV/video and books: 30% Entertainment 37% 30%Utilities (e.g. clocks, torch) 37% 19% Use generally on mobile TV, film and video (% of smartphone) 32% Use generally on tablet (% of tablet owners) 16% Books 33% % mobile phone owners, September 2011
Our research suggests that as tabletpenetration grows, consumer ‘availability’to media and entertainment will alsogrow.Will this lead to more hours in the day being spent with media content? Orwill it eat into traditional TV time?That still remains to be seen.