July	  19,	  2011	  MOBILE,	  ADDRESS	  BOOK,	  	  &	  BACKUP	  TRENDS	  STUDY	               More	  info:	  plaxo.com/mob...
OBJECTIVES	   •  To	  understand	  smartphone	  storage	  behavior	  and	      use	  of	  online	  backup	  tools	  	  	  ...
METHODOLOGY	  •  Web-­‐based	  survey	  deployed	  using	  MarketTools	      •  6-­‐10	  minutes	  in	  length	      •  Li...
DEMOGRAPHICS	      More	  info:	  plaxo.com/mobiletrends	     4	  
More	  than	  2/3	  backup	  on	  PC	                                Do	  you	  back	  up	  the	  data	  on	  your	       ...
Gen	  X	  &	  Baby	  Boomers	  strongly	  represented	                                                 What is your curren...
Gen	  Y*	  is	  Gen	  Mobile	                   •  Most	  likely	  to	  back	  up	  to	  an	                      online	 ...
87%	  of	  smartphone	  users	  have	  higher	  incomes	                           What is your total household income?   ...
Mul[ple	  devices	  in	  use	                               What devices do you regularly use for                         ...
Majority	  mix	  professional	  +	  personal	  contacts	  in	  address	  book	                                           W...
LEARNINGS	  RE:	  BACK	  UP	  PRACTICES	        More	  info:	  plaxo.com/mobiletrends	     11	  
Two-­‐fiehs	  expect	  to	  increase	  reliance	  on	  remote	  access	                      Over the next 2 years, I see m...
Contact	  info	  kept	  in	  mul[ple	  places:	  device,	     email,	  social	  networks	                                 ...
iPhone	  is	  king,	  then	  BlackBerry,	  Android	                                                What type of mobile dev...
Address	  book	  considered	  important	  in	  content	  backup	                       For those who back up their persona...
Cloud	  used	  by	  ¼	  of	  respondents	                       For those who back up their personal computer:            ...
Over	  half	  of	  smartphone	  users	  back	  	  up	  at	  least	  monthly	                       How often do you back u...
‘Contacts’	  deemed	  biggest	  hassle	  to	  lose	                        Which of the following data would be the       ...
One	  third	  have	  lost/damaged	  their	  smartphone	                              How many times have you lost/damaged ...
The	  toilet	  has	  eaten	  a	  lot	  of	  devices!	                                    For those who have lost/damaged i...
One	  in	  10	  consider	  avoiding	  the	  hassle	  of	  losing	  contact	  info	  as	  ‘priceless’	                     ...
Summary	  	  •  Smartphone	  owners	  who	  back	  up	  the	  data	  on	  their	  phone	       –  More	  likely	  to	  con...
ADDITIONAL	  INFO	  ON	  STUDY:	  www.plaxo.com/mobiletrends	  NEWSROOM:	  www.plaxo.com/newsroom	  	  Carla	  Schlemminge...
Press	  Coverage	  (as	  of	  release	  day)	  •  SiliconANGLE	  by	  KrisEna	  Farrah	     1	  in	  5	  Drops	  their	  P...
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Mobile, Address Book, & Backup Trends

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Mobile Study Shows Contacts Cited As Biggest Hassle to Lose, With Many Considering Its Loss ‘Priceless’.
Plaxo survey on usage of smartphones & backup reveal importance of address book information. For more info: http://www.plaxo.com/mobiletrends

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Mobile, Address Book, & Backup Trends

  1. 1. July  19,  2011  MOBILE,  ADDRESS  BOOK,    &  BACKUP  TRENDS  STUDY   More  info:  plaxo.com/mobiletrends   1  
  2. 2. OBJECTIVES   •  To  understand  smartphone  storage  behavior  and   use  of  online  backup  tools         •  Explore  how  people  are  interacEng  with  their   address  book/contact  informaEon   More  info:  plaxo.com/mobiletrends   2  
  3. 3. METHODOLOGY  •  Web-­‐based  survey  deployed  using  MarketTools   •  6-­‐10  minutes  in  length   •  Live  June  17-­‐20,  2011  •  Panel  parEcipants  invited  via  MarketTools;  1,056   respondents  who  met  the  following  criteria   finished  the  survey:   •  Smartphone  owners  in  the  United  States   •  21  years  old  +   More  info:  plaxo.com/mobiletrends   3  
  4. 4. DEMOGRAPHICS   More  info:  plaxo.com/mobiletrends   4  
  5. 5. More  than  2/3  backup  on  PC   Do  you  back  up  the  data  on  your    personal  computer?   Yes   68%   No   32%   0%   20%   40%   60%   80%   More  info:  plaxo.com/mobiletrends   5  
  6. 6. Gen  X  &  Baby  Boomers  strongly  represented   What is your current age? Gen Y (21 – 31 years) 11% Gen X (32 – 46 years) 42% Baby Boomers (47 – 65 years) 41% Greatest Generation (66+ years) 6% 0% 20% 40% 60% More  info:  plaxo.com/mobiletrends   6  
  7. 7. Gen  Y*  is  Gen  Mobile   •  Most  likely  to  back  up  to  an   online  ‘cloud’  service  (from   both  computer  and   smartphone)   •  Most  likely  to  own  a     mulEmedia  tablet   •  Much  more  likely  to  rely  upon   tools/apps  that  support  remote   access  to  contacts  &  to  see  that   reliance  increasing  over  the   next  two  years   *Gen Y’ers (21-31 years old) More  info:  plaxo.com/mobiletrends   7  
  8. 8. 87%  of  smartphone  users  have  higher  incomes   What is your total household income? (before taxes) Under $75,000 13% $75,000 – 124,999 41% $125,000 – 174,999 22% $175,000 – 224,999 9% $225,000 or above 10% I’d rather not say 5% 0% 20% 40% 60% More  info:  plaxo.com/mobiletrends   8  
  9. 9. Mul[ple  devices  in  use   What devices do you regularly use for work and/or personal purposes? (check all that apply) Laptop 73% Desktop 66% A  multimedia 15% tablet 0% 20% 40% 60% 80% More  info:  plaxo.com/mobiletrends   9  
  10. 10. Majority  mix  professional  +  personal  contacts  in  address  book   What type of contacts are in your address book on your smartphone? Both professional and personal contacts 66% in the same address book Personal contacts only 22% Both professional and personal contacts 6% in separate address books Professional contacts only 6% 0% 20% 40% 60% 80% The bulk of respondents (66%) store both professional and personal contacts in the same address book More  info:  plaxo.com/mobiletrends   10  
  11. 11. LEARNINGS  RE:  BACK  UP  PRACTICES   More  info:  plaxo.com/mobiletrends   11  
  12. 12. Two-­‐fiehs  expect  to  increase  reliance  on  remote  access   Over the next 2 years, I see my reliance upon tools or apps that give me remote access to my contacts/address book: “As the speed of backing up files and data increases, Increasing 41% it becomes easier to perform this function. I believeStaying the same 58% the future will bring continually improving methods Decreasing 2% to facilitate these tasks.” 0% 20% 40% 60% 80%49% of smartphone owners say that they have increased their reliance upon tools/apps that give remote access to their contacts/address book over the past three yearsand 41% predict that their reliance upon tools or apps will increase over the next twoyears. More  info:  plaxo.com/mobiletrends   12  
  13. 13. Contact  info  kept  in  mul[ple  places:  device,   email,  social  networks   Where do you keep contact info that you reference ? (check all that apply) “I have never been On  my  smartphone 71% comfortable withIn  my  computer-­‐based  email  program   51% ‘putting all my eggs into the same In  Web-­‐based  email  programs 42% basket’ so I am On  Facebook 22% careful not to depend on any one On  LinkedIn 12% way to store On  Twitter 5% information. Redundancy is On  Plaxo 3% king.” Other 8% 0% 20% 40% 60% 80% Respondents are most likely to store their contact information on their smartphone (71%) Those who back up their computer data are more likely than those who don’t back up to use electronic tools to store their contacts (87% vs. 40%) More  info:  plaxo.com/mobiletrends   13  
  14. 14. iPhone  is  king,  then  BlackBerry,  Android   What type of mobile device do you consider to be your primary mobile device? iPhone/iOS-based 34% BlackBerry/RIM 31% Android-based device 24% Windows-based device 8% Palm/Symbian-based device 2% Other 1% 0% 10% 20% 30% 40% More  info:  plaxo.com/mobiletrends   14  
  15. 15. Address  book  considered  important  in  content  backup   For those who back up their personal computer : What data / information do you back up from your personal desktop/laptop computer? (check all that apply) Documents/email 84% Photos 83% Contacts/address book 74% Music 64% Software 52% Other 1% 0% 20% 40% 60% 80% 100% More  info:  plaxo.com/mobiletrends   15  
  16. 16. Cloud  used  by  ¼  of  respondents   For those who back up their personal computer: Where do you back up your personal computer content? (check all that apply) To an external 87% hard drive To an online 24% service Other 5% 0% 20% 40% 60% 80% 100% More  info:  plaxo.com/mobiletrends   16  
  17. 17. Over  half  of  smartphone  users  back    up  at  least  monthly   How often do you back up the contacts/address book that are on your smartphone? At least once per day 14% Weekly 24% Monthly 18% Quarterly 11% Annually 4% Never 28% 0% 10% 20% 30% 72% of smartphone owners back up their contacts/address books from their smartphone People who back up their computer data are even more likely to also back up contacts/ address book information on their smartphone than those who don’t back up their computer data More  info:  plaxo.com/mobiletrends   17  
  18. 18. ‘Contacts’  deemed  biggest  hassle  to  lose   Which of the following data would be the biggest hassle to lose from your smartphone? Contacts/address book 55% Photos 14% Documents/email 9% Apps 8% Calendar 7% Music 4% Other 3% 0% 20% 40% 60% Smartphone owners are most concerned, by far, about losing contacts/their address book from their smartphone (55% of respondents) More  info:  plaxo.com/mobiletrends   18  
  19. 19. One  third  have  lost/damaged  their  smartphone   How many times have you lost/damaged a smartphone? Never 67% Once 20% 2-3 times 10% 4-5 times 1% More than 5 times 2% 0% 20% 40% 60% 80% Those who have lost their smartphones are much more likely to back up their personal computer data and smartphone contact data than those who haven’t lost their phones More  info:  plaxo.com/mobiletrends   19  
  20. 20. The  toilet  has  eaten  a  lot  of  devices!   For those who have lost/damaged it : How did you lose/damage your smartphone? (check all that apply) Dropped it into the toilet 19% My child broke it 15% Left it at a restaurant 11% Lost it in a taxi 9% Lost it at a concert 7% Other 53% 0% 20% 40% 60% More  info:  plaxo.com/mobiletrends   20  
  21. 21. One  in  10  consider  avoiding  the  hassle  of  losing  contact  info  as  ‘priceless’   How much would it be worth to avoid having to deal with replacing contact/address book information if you lost/damaged your smartphone and hadnt backed up the data? “Losing data is a nightmare and can Less than $500 80% really mess up your $500 - $999 5% life. Its like losing your wallet…” $1,000 - $1,499 3% $1,500 - $1,999 2% At least $2,000 1% Priceless! 9% 0% 20% 40% 60% 80% 100%80% of smartphone users said it would be worth less than $500 to avoid dealing with thehassle of replacing their contact/address book information if their smartphone were lost/damaged and they hadn’t backed it up More  info:  plaxo.com/mobiletrends   21  
  22. 22. Summary    •  Smartphone  owners  who  back  up  the  data  on  their  phone   –  More  likely  to  consider  it  worth  $1,000  or  more  to  avoid  the   hassle  of  losing  contact  info  from  their  smartphone  •  Gen  Y’ers   –  Much  more  likely  to  rely  upon  tools/apps  that  support   remote  access  to  contacts  and  to  see  that  reliance  increasing   over  the  next  two  years   –  Much  more  comfortable  with  the  funcEonality  of  online   backup  services   –  Most  likely  group  to  back  up  to  an  online  ‘cloud’  service   (from  both  computer  and  smartphone)  and  to  be  paying  for   such  a  service   –  Most  likely  group  to  own  a  mulEmedia  tablet   More  info:  plaxo.com/mobiletrends   22  
  23. 23. ADDITIONAL  INFO  ON  STUDY:  www.plaxo.com/mobiletrends  NEWSROOM:  www.plaxo.com/newsroom    Carla  Schlemminger    Nicole  DeMeo   What’s  Plaxo?  press@plaxo.com      press@plaxo.com     (in  60  seconds)  +1  (408)  900-­‐8403      +1  (408)  900-­‐8404    CONNECT  WITH  US:   Like  us   Follow  us   Watch  our  channel   Read  our  blog   More  info:  plaxo.com/mobiletrends   23  
  24. 24. Press  Coverage  (as  of  release  day)  •  SiliconANGLE  by  KrisEna  Farrah   1  in  5  Drops  their  Phone  in  the  Toilet.  Hope  It’s  Just  Your  Data  that’s  Backed  Up    •  UberGizmo  by  George  Wong     Studies  show  that  Studies  show  that  contacts  cited  as  the  biggest  hassle  to  lose  •  Benzinga  by  Louis  Bedigian   Infographic:  How  Many  People  Have  Dropped  Their  Smartphones  in  a  Toilet?  And   Other  InteresEng  Facts  •  Digital  Media  Wire  by  Chris  Marlowe   Smartphone  Damage  Oken  Caused  by  Toilets  •  Press  Release  Coverage   PRWeb,  Yahoo,  CBS  Money  Watch,  SF  Chronicle,  DigitalJournal,  Topix.net   More  info:  plaxo.com/mobiletrends   24  
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