Smartphone user research1


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Taken over 15 days in July and August 2010.

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Smartphone user research1

  1. 1. Smartphone User Survey Paul Hadley. MA Social Media, Birmingham City University. August 13th 2010. Friday, 13 August 2010
  2. 2. Primary Research Conducted in Birmingham (UK) between 19th July and 6th August 2010. Attribution- under a Creative Commons NonCommercial-NoDerivs 2.0 Generic License Friday, 13 August 2010
  3. 3. Key Outcomes Sought How popular are smartphones? What are business people using them for? How popular is video viewing, both on demand and streamed? Attribution- under a Creative Commons NonCommercial-ShareAlike 2.0 Generic License Friday, 13 August 2010
  4. 4. Context There were 450 participants in total, all drawn from Birmingham’s business community. Across the survey results, all % figures have been rounded up to the next single digit. 7 different locations in total were chosen to provide an even spread across all industry ‘hubs’ and geographical areas The following questions were asked of all participants Friday, 13 August 2010
  5. 5. Opening question: Are you a smartphone user? 45% Yes (180 people in total) 55% No (if the participant answered ‘no’ the survey was quit at that stage) Friday, 13 August 2010
  6. 6. Q1- What make and model of smartphone are you carrying? 1) Samsung Galaxy S 22% 2) HTC Wildfire 18% 3) Apple iPhone 3GS 13% 4) HTC Desire 12% 5) HTC HD2 12% 6) RIM Blackberry Bold 9700 11% 7) Samsung Wave 6% 8) Nokia N95 4% 9) Sony Ericsson Vivaz 2% 10) Sony Xperia X10 Mini 1% Friday, 13 August 2010
  7. 7. How do my findings compare to the global market? 1) Motorola Droid 2 2) Motorola Droid X 3) Apple iPhone 4 4) HTC Droid Incredible 5) Microsoft Kin 2 6) Microsoft Kin 1 7) Samsung Wave (S8500) 8) Samsung Galaxy (I9000) 9) HTC Evo 4G 10) Palm Pixi Plus (CDMA) (source ) Friday, 13 August 2010
  8. 8. Q2- What do you use your smartphone for? (allowing for multiple answers) 96% to send and receive text messages 93% to receive and make voice calls 82% to check, receive and send emails 77% to search or browse the internet 60% to use external applications (‘apps’) 54% to take photograph 39% to listen to music or podcasts 30% to play games 23% to access a social networking site 20% to watch a video online 14% to make a purchase online 8% to record a video 6% to view mapping services for directions Friday, 13 August 2010
  9. 9. How does this compare globally (US survey)? Friday, 13 August 2010
  10. 10. Q3- Of the 20% that view video on smartphones, via what service? 94% via YouTube 40% via Facebook 11% via Google 8% via Vimeo 4% via a live stream 3% via Viddler NB- all participants answering this question viewed via more than one service. Friday, 13 August 2010
  11. 11. Q4- Of the 20%, have you ever recorded video content onto your smartphone? 12% Yes 88% No Friday, 13 August 2010
  12. 12. Q5- Of the 20%, have you ever published video to the internet? 33% Yes 67% No Friday, 13 August 2010
  13. 13. Q6- Of the 20%, have you ever viewed a video stream? 33% Yes 67% No Friday, 13 August 2010
  14. 14. Q7- Of those answering ‘yes’ to Q6- was that via a computer or smartphone? 10% via smartphone 90% via computer Friday, 13 August 2010
  15. 15. Q8- of those answering ‘yes’ to Q7, was this for work or personal purposes? 100% work 33% personal 33% both Friday, 13 August 2010
  16. 16. Other comments of note 20% of smartphone users also carried a ‘standard’ mobile handset for work-only purposes, with the smartphone being a personal item rather than company issued equipment. Restricted access to social networking platforms and viewing video content during work time was cited as an employer-enforced restriction by these participants 3G connectivity speed was cited as being the main restriction for not viewing video content on smartphones Most smartphone users stated they viewed video content via a wifi network, rather than via 3G Apple iPhone users cited non-compatibility with Flash-based services as a barrier to access, saying YouTube was their most frequently used video platform Only 3 participants cited smartphone use of any Augmented Reality applications. Two of these were Apple iPhone 3GS users, the other was a HTC Desire user. Friday, 13 August 2010
  17. 17. Other relevant secondary research evaluations % share of internet use, global minutes (until Dec 2009) (source Mary Meeker, Scott Devitt, Liang Wu. Morgan Stanley- ) Friday, 13 August 2010
  18. 18. Predicted Trends Friday, 13 August 2010
  19. 19. Global influences • 48% of all Internet users come from just five countries (Brazil, Russia, China, India and the U.S.). • Video accounts for 69% of mobile data traffic. • Facebook is the single largest repository for user-generated content such as pics, videos, links and comments. • Apple and Android platforms are gaining in the mobile OS market, while Windows Mobile, RIM and Palm decline. • More and more, we are expecting to have access to our “stuff,” i.e. music, documents and applications, in the cloud. • The overlap between mobile users and social web users continues to grow; more and more users are accessing the social web from a mobile device. • If Skype were a telecommunications carrier, it would be the largest carrier in the world, with 521 million registered users. • Games are bigger than any other app category — both for the social web and for mobile devices. • Real-time technology and location-based services are expected to drive mobile retail. • Online ad sales are growing, but virtual goods, premium content and other models are big business, especially for the mobile web. • The average iPhone user only spends 45% of his on-device time making voice calls. • (source Mary Meeker, Scott Devitt, Liang Wu. Morgan Stanley- ) Friday, 13 August 2010
  20. 20. Contact Friday, 13 August 2010