Always Connected How Smartphones And Social Keep Us Engaged

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In this latest research study from IDC, sponsored by Facebook, we conducted an online survey of 7,446 18-44 year old iPhone and Android smartphone owners in the U.S. over the course of one week in March. We surveyed more than 1,000 people each day.

This study was designed to understand how smartphone owners use their phones over the course of a day and the week, with an emphasis on social and communication applications and
services. Because of this, the applications list was not designed to be exhaustive of all mobile application categories.

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Always Connected How Smartphones And Social Keep Us Engaged

  1. 1. Always ConnectedHow Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook
  2. 2. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook2In This StudyIn this latest research study from IDC, sponsored by Facebook, weconducted an online survey of 7,446 18-44 year old iPhone andAndroid smartphone owners in the U.S. over the course of oneweek in March. We surveyed more than 1,000 people each day.This study was designed to understand how smartphone ownersuse their phones over the course of a day and the week, with anemphasis on social and communication applications andservices. Because of this, the applications list was not designed tobe exhaustive of all mobile application categories.
  3. 3. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook3Executive SummaryThink about your typical day. When do you feel the mostor least connected to people, information andthe world around you?In this study from IDC, sponsored by Facebook, the keyfinding is that mobile + social = connectedness.Smartphones, coupled with rich applications andmobile data services, allow us to connect with ourfamily, friends and community from the moment wewake up until the end of our day. Our research showsthat, rather than feeling overwhelmed by it, we enjoyand value this increased social connectedness.Today, half of the total US population usessmartphones. The convenience of being able tointeract with anyone, anytime, anywhere, makes thephone a more critical tool than ever before. ›20122017U.S. Smartphone Users (Millions)U.S. Population UsingSmartphones: 67.8%U.S. Smartphone Users(Millions)U.S. Population UsingSmartphones: 49.4%155.12013U.S. Smartphone Users(Millions)U.S. Population UsingSmartphones: 57.3%181.4222.4(projected)(projected)
  4. 4. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook4‹ Given the very personal nature of our mobilephones, how we use them elicits various feelings.A sense of being connected is the strongestsentiment and it spans demographics and brands,services and applications used.The services that drive the highest levels ofconnectedness across the largest number of peopleare texting/messaging, talking on the phone, anddirect messaging via Facebook. What is most strikingabout the top 3 is that they are direct, with aspecific person or group, and require a moreimmediate response versus most other methodsof social networking and communication. ›49%Text/Message43%Talk onPhone40%Message onFacebookPercentage of respondents thatfeel connected when usingthese applications (top 3):
  5. 5. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook5‹ People have a universal need to connect with others,especially those they care deeply about. This coupled withmass market adoption of smartphones means that socialengagement via phones has become mainstream.Device pocketability drives engagement throughout the dayand when it’s most convenient for each person. Over a week,we see the highest levels of engagement Friday throughSunday. These are the days we connect with those mostimportant to us both online and in the physical world.The weekend is being redefined as social andmobile allow for more fluid and asynchronous experiencesthroughout the day and from one day to the next. ›Monday - Sunday84%of respondents’ time is spenton phone communicating viatext, email, social vs. onlyon their phone; and of this group,61% use it each day.These are pocketable, personalcomputers— not phones.16% on phone calls70% of respondentsuse Facebook... the highest levels ofengagement are Fridaythrough Sunday, withthe peak on Sunday.Average daily time spent communicatingon smartphone: 132 minutes
  6. 6. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook6‹ Engagement on Facebook is multifaceted. From lots of“snacking”on News Feeds and friends’timelines, toconnecting with others by commenting on their postsor photos, to privately messaging with individuals andgroups, engagement is broad and rich.33% of mobile Facebook users message their friendsdirectly, privately each day. Facebook’s messagingplatform enables highly valued interactions, makingit a top 3 social and communications service drivingconnectedness.Beyond communication, Facebook drives engagementthrough games and application discovery. We expect ap-plication discovery on Facebook to grow as people shareand as users seek simpler, more direct ways to find greatapplications and experiences.Facebook & Mobile—Beyond CommunicationRead my news feed 82%Visit friends’ timeline 37%Post pictures/videos 15%Respond/post comments on friends’ updates 49%Message friends directly 33%Communicate in Facebook groups 12%Post status updates 38%Play games 16%7% 16%Find applications to use 7%of daily users use Facebookto find new applicationsof daily users playgames on Facebook7% 16%
  7. 7. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook7For those of us that own a smartphone, it comesas no surprise that these devices have become thecentral social, communication and information toolfor so many Americans.This list of the most commonly used applications/categories we asked about demonstrates this.While the exact percentages and order vary slightlyby segment, the top 7 activities are consistentamong 18-44 year olds, males and females, Androidand iOS, etc.Most Popular ActivitiesOn SmartphonesTop 10Applications Used78%Email60%Games64%Maps/Directions37%Watch TV/Video53%Share/Post Photos73%Web Browsing57%General Search44%Read News, Sports46%Local Search70%Facebook
  8. 8. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook8Our interaction with each other through our phones begins assoon as we awake. Within the first 15 minutes of waking up,4 out of 5 smartphone owners are checking their phones andamong these people, nearly 80% reach for their phone beforedoing anything else. These statistics alone drive home the utilityof and reliance on smartphones.What Do You Do WhenYou First Wake Up? Among All RespondentsAmong 18-24 year oldsreach for phone within15 minutes of wakingreach for it immediatelyafter wakingreach for it immediately& use as alarm clock79%62%44%reach for phone within15 minutes of waking.reach for it immediatelyafter wakingreach for it immediately& use as alarm clock89%74%54%Within the first 15 minutes ofwaking up, 4 out of 5 smartphoneowners are checking their phones.
  9. 9. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook979% of respondents have their phone on or near them for all but up to 2 hours of their waking day.This encourages a steady stream of interactions via our phones throughout the day. The more we useour phones to connect, be productive, etc. the more value is delivered to us. IDC believes this perceivedvalue makes our phones and applications stickier, which in turn encourages even more use.A Day In The Life OfOur Smartphones60%50%40%30%20%10%0%While gettingready forschool orworkWhilecommutingto work orschoolDuring my AMhours after startcommute butbefore lunchDuringlunch timeDuringafternoonDuringevening,before bedWhile gettingready forbedtime, lyingin bed beforeasleepDuring thenight if notsleepingText/MessageTalk on PhoneEmailFacebook
  10. 10. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook10Social has become so engrained in our behavior that we engage with it even when doing every dayactivities. Using Facebook throughout the day is a given for most smartphone owners. The multitude ofways we use social, and specifically Facebook, (one-on-one, one-to-many, private, public, synchronous,asynchronous, etc.) allow it to fit easily and seamlessly throughout our days.Using Social DuringEveryday Activities46% 46% 47%48%FacebookTwitterLinkedInShopping8%2%Preparing Meal/Dinner7%1%During Errands8%2%Gym/Workout9%2%
  11. 11. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook11Social begets social. The use of social applications is higher during events when we are out socially. This is relatedto the desire to share experiences, especially when we are with those we care most about. Social applicationsare designed with calls to action, like posting status updates and check-ins. This in turn drives more sharing,especially when we are out socializing.Social Apps Play ImportantRole During Social Events46% 47%49%50%Went to Live Event13%4%Went to Meeting/Class9%2%Went to Movies13%4%Went Out to Eat/Drinks9%2%FacebookTwitterLinkedIn
  12. 12. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook12The weekend’s 2x engagement demonstrateshow critical these devices and applications areto our most important social relationships.Of the total time spent on social andcommunications activities on a smartphone,Facebook dominates, making up 1 outof every 4 minutes.Facebook drives engagement through amultifaceted approach of consumption,private messaging and sharing.A Week In The Life OfOur SmartphonesMinutes Spent Connecting Each DayWeekend(Friday - Sunday)Weekday(Monday - Thursday)LinkedInInstagramTwitterEmailTalk on phoneText/MessageFacebook18016014012010080604020041.619.5Average daily timespent on Facebook: 32:5100Average daily minutesspent on FacebookPost Status,Photo onFacebook®6.616.49.5Check Facebook®News FeedFacebook®MessagingAverage daily time spent communicatingon smartphone: 131:43
  13. 13. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook13Social on mobile allows people to engageeasily throughout the day, even when doingother things.Over the week, texting/messaging and usingFacebook are the most popular interactionswe conduct on our smartphones.A Week In The Life OfOur SmartphonesNumber of Times We Engage Each DayWeekend(Friday - Sunday)Weekday(Monday - Thursday)LinkedInInstagramTalk on phoneEmailTwitterFacebookText/Message8070605040302010017.68.3Average number of dailysessions on Facebook:Average session length: 2:2213.8202010101010Average daily sessionsspent on Facebook2.77.04.1Post Status,Photo onFacebook®Check Facebook®News FeedFacebook®Messaging
  14. 14. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook1463% of smartphone owners keep their phone withthem for all but an hour of their waking day. 79% keepit with them for all but two hours of their day.1 out of 4 of all respondents didn’t recall a time intheir day when their phone was not within reach orin the same room.Whether it is a weekday or weekend, the amount oftime away from one’s phone didn’t vary—it is a criticaltool for connecting with friends, family and colleaguesevery day.Can You Recall The Last Time YourPhone Was Not Within Ear Shot?3 hoursor moreNever thatI can recallwas it notclose to meLess than30 minutesthroughoutthe day30 minutesto 1 hour1-2hours2-3hours25%24%23%19%9%17%
  15. 15. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook15Over the weekend, we have a stronger sense of connectedness with the important people in our livesas we interact with them more in the physical world and through social media on our phones. Even ourinteractions with colleagues/classmates is higher over the weekend — another indication of the everincreasing fluidity of time and schedules given our nearly non-stop connected lifestyle.Who Our SmartphonesConnect Us ToWeekend(Friday - Sunday)Weekday(Monday - Thursday)7%22%19%32%37%60%63%5%12%18%25%33%60%58%My friendsMy partner, spouse, orgirlfriends/boyfriendMy parentsOther familyMy colleagues orclassmatesMy childrenMy community (church,school, town, etc...)
  16. 16. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook16Looking at the differences across agegroups yields both telling and expectedresults. The inverse of those that selected“My Parents”vs”My Children”is directlyrelated to age, generation and life stage.Both men and women feel connected totheir friends, significant others and childrenat similar levels. Strong differences existwhen examining other relationships:A Closer Look At Who We ConnectWith Through Our SmartphonesMy friendsMy partner, spouse, orgirlfriends/boyfriendMy parentsOther familyMy colleagues orclassmatesMy childrenMy community (church,school, town, etc...)18 - 24 25 - 29 30 - 34 35 - 39 40 - 448%4%19%31%44%52%62%5%9%20%30%44%58%67%5%16%18%29%34%64%61%5%25%17%29%32%64%58%7%35%19%29%24%61%56%MenWomenParents26%40%MenOther FamilyWomen22%33%WomenColleagues/ClassmatesMen16%23%
  17. 17. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook17While only a modest percentage use Facebook to connect to their community, those that do agree moststrongly that the social network plays a very important role in doing this. This demonstrates the growingopportunity for Facebook Pages to connect people and various communities, organizations and brands.Our smartphoneconnects us to...Of those, % strongly agree that Facebookon phone keeps them connectedWho We Are Most Connected ToMy friendsMy partner, spouse, orgirlfriends/boyfriendMy parentsOther family (siblings, cousins,grandparents, etc...)My colleagues orclassmatesMy childrenMy community (church,school, town I live in, etc...)61% 62%60% 55%35% 54%29% 62%19% 64%18% 65%6% 74%Smartphones + Facebook
  18. 18. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook18Facebook Usage On SmartphonesMen are 75% morelikely than women toseek out applicationson Facebook18-24 year olds are 2xmore likely to seek outapplications on Facebookthan 40-44 year olds30-34 & 40-44 yearolds are most likelyto play games onFacebook75% 2x 30-3440-44At least once a day Several times a day/Consantly checkingLess than once a week At least once a week2% 8% 27% 63%Read my news feed4% 45%35%16%Respond/postcomments on friends’updates, pictures7% 30% 33% 30%Post statusupdates5% 39%35%21%Visit friends’timelines7% 28% 27% 37%Message friendsdirectly4% 13% 31% 52%Play games35%19%33%14%Post pictures,videos7% 19% 28% 47%Communicatewithin specificFB groups10% 18% 20% 52%Find appsto useBeyond using Facebook’s various methods of connecting with our friends,Facebook drives engagement through games and application discovery.
  19. 19. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook19Facebook ranks as a top 3 activity done on smartphones. 70% of respondents use it. Among theseFacebook people, 61% use it each day. Reading one’s news feed is the top activity at 77%.18-24 year olds use more services on Facebook, especially directly messaging with individualsand groups and sharing pictures and videos.With the exception of reading one’s news feed – which is a great phone snacking activity – everyother Facebook service has higher usage levels over the weekend (Friday-Sunday), demonstratingits role in communication, sharing and engagement in our most important relationships.Using Facebook Helps UsConnect & Stay Connected75%80%Read mynews feed46%37%Respond/postcommentson friends’updates,pictures38%26%Post statusupdates38%25%Visitfriends’timelines34%23%Messagefriendsdirectly19%9%Playgames18%10%Postpictures,videos13%6%Communicatewithin specificFB groups8%4%Find appsto useWeekendWeekday
  20. 20. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook20We asked smartphone owners how an array of social andcommunication activities on their phones made them feel.Given most of these people use 7.4 social/commsapplications on their phones, we may expect that manyrespondents would feel overwhelmed with the flurry ofactivity, alerts and notifications.The research shows that the overwhelming sentiment fromall this mobile activity is one of connectedness, rated at 6.9on the Relative Sentiment Scale. Excitement is a distant secondat 4.1 and after that, the next most common feelings werecuriosity and productivity, each hovering around 3, or lessthan half of the level of feeling connected.How We Feel With ConstantCommunications In Hand8.07.06.05.04.03.02.01.00ConnectedCurious/InterestedLovedOverwhelmedStressedoutExcitedProductivePopularBurdened/AnxiousHip/Trendy/CoolSpecialLonelyRelative Sentiment Index
  21. 21. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook21Most of the activities we asked about generated relatively high rates of connectedness vs other sentiments.The top ten activities that generated the highest levels of connectedness are:How We FeelSmartphones Are Important Tools for Keeping Us ConnectedText/Message49% 40% 47%38% 43% 36% 53% 56%18-24 25-29 30-34 35-39 40-44Talkon Phone43% 41% 44%40% 40% 40% 45% 48%18-24 25-29 30-34 35-39 40-4438% 41%Message onFacebook40%34% 37% 38% 43% 50%18-24 25-29 30-34 35-39 40-4439% Check Facebook news feed37% Post, update photo to Facebook32% Message on LinkedIn35% Post to Twitter32% Message on Twitter37% Check Twitter feed34% Email
  22. 22. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook22How We Feel: SmartphonesAre Important Tools ForKeeping Us ConnectedExcitementPost photo on Instagram 34% Check Facebook news feed 25%Post update on LinkedIn 27% Check Twitter feed 22%Direct message via Twitter 26% Check Instagram feed 20%CuriosityCalendar 34%Email 27%Text/Message 16%ProductivityAfter connectedness, the next strongest sentiments we feel are: Excitement, curiosity, and productivity.Social networks drive these feelings more than traditional means of communication.
  23. 23. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook23The mass market has embraced smartphones andsocial media and we expect adoption to continue.Facebook is used by 70% of Android phone andiPhone owners, dominates time spent communicat-ing on the phone, and drives the greatest levels ofconnectedness among the popular social networks.While some differences clearly exist across demo-graphics, the value smartphones and specificallysocial on smartphones delivers is universal.Smartphones have revolutionized how we commu-nicate, socialize, share and connect. The immediacyand intimacy we have with our phones enable muchmore fluid and near-constant social interactions,whether these are short snacking sessions wherewe read our news feeds or more engaged privatemessaging conversationsbetween two people oramong a group.These exchanges are drivingvery high levels of connect-edness among smartphoneusers and with those theycare most about. This increased sense of connected-ness is the primary reason we use these technologieswith the frequency and duration that we do.As more mobile devices—even beyond smart-phones—are adopted, social, sharing and communi-cations will expand even further than where we aretoday, enabling people to engage, discover andinteract in wholly new ways.In Conclusion
  24. 24. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook24IDC conducted an online survey of 1,000+ 18-44 year old iOS and Android smartphone owners in theU.S. each day for 1 week (Friday-Thursday) in March 2013, for a total number of respondents of 7,446.This study was designed to understand how smartphone owners use their phones over the courseof a day, with an emphasis on social and communication applications and services. While we askedabout broader application categories the respondent used on their smartphone, most questionsfocused on a subset of communications and social applications and services. In various instances,we combined activities to assess those that are more active (creation) vs those that are morepassive (consumption) or combined various activities by social network.IDC found that during Tuesday through Thursday, 18-24 year old respondents were underrepresented.In order to correct for this, as well as to have our study reflect the current installed base ofsmartphones, we’ve weighted the data by both age and operating system.Methodology
  25. 25. Always Connected How Smartphones And Social Keep Us EngagedAn IDC Research Report, Sponsored By Facebook25IDCDanielle Levitasdlevitas@idc.com650.350.6487Contact InformationDoc. #240435. All IDC research is © 2013 by IDC. All rights reserved. All IDC materials are licensed with IDC’s permission andin no way does the use or publication of IDC research indicate IDC’s endorsement of Facebook’s products/or strategies.

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