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Always Connected
How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
2
In This Study
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.
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
3
Executive Summary
Think about your typical day. When do you feel the most
or least connected to people, information and
the world around you?
In this study from IDC, sponsored by Facebook, the key
finding is that mobile + social = connectedness.
Smartphones, coupled with rich applications and
mobile data services, allow us to connect with our
family, friends and community from the moment we
wake up until the end of our day. Our research shows
that, rather than feeling overwhelmed by it, we enjoy
and value this increased social connectedness.
Today, half of the total US population uses
smartphones. The convenience of being able to
interact with anyone, anytime, anywhere, makes the
phone a more critical tool than ever before. ›
2012
2017
U.S. Smartphone Users (Millions)
U.S. Population Using
Smartphones: 67.8%
U.S. Smartphone Users
(Millions)
U.S. Population Using
Smartphones: 49.4%
155.1
2013
U.S. Smartphone Users
(Millions)
U.S. Population Using
Smartphones: 57.3%
181.4
222.4
(projected)
(projected)
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
4
‹ Given the very personal nature of our mobile
phones, how we use them elicits various feelings.
A sense of being connected is the strongest
sentiment and it spans demographics and brands,
services and applications used.
The services that drive the highest levels of
connectedness across the largest number of people
are texting/messaging, talking on the phone, and
direct messaging via Facebook. What is most striking
about the top 3 is that they are direct, with a
specific person or group, and require a more
immediate response versus most other methods
of social networking and communication. ›
49%Text/
Message
43%Talk on
Phone
40%Message on
Facebook
Percentage of respondents that
feel connected when using
these applications (top 3):
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
5
‹ People have a universal need to connect with others,
especially those they care deeply about. This coupled with
mass market adoption of smartphones means that social
engagement via phones has become mainstream.
Device pocketability drives engagement throughout the day
and when it’s most convenient for each person. Over a week,
we see the highest levels of engagement Friday through
Sunday. These are the days we connect with those most
important to us both online and in the physical world.
The weekend is being redefined as social and
mobile allow for more fluid and asynchronous experiences
throughout the day and from one day to the next. ›
Monday - Sunday
84%of respondents’ time is spent
on phone communicating via
text, email, social vs. only
on their phone; and of this group,
61% use it each day.
These are pocketable, personal
computers— not phones.
16% on phone calls
70% of respondents
use Facebook
... the highest levels of
engagement are Friday
through Sunday, with
the peak on Sunday.
Average daily time spent communicating
on smartphone: 132 minutes
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
6
‹ Engagement on Facebook is multifaceted. From lots of
“snacking”on News Feeds and friends’timelines, to
connecting with others by commenting on their posts
or photos, to privately messaging with individuals and
groups, engagement is broad and rich.
33% of mobile Facebook users message their friends
directly, privately each day. Facebook’s messaging
platform enables highly valued interactions, making
it a top 3 social and communications service driving
connectedness.
Beyond communication, Facebook drives engagement
through games and application discovery. We expect ap-
plication discovery on Facebook to grow as people share
and as users seek simpler, more direct ways to find great
applications and experiences.
Facebook & Mobile—
Beyond Communication
Read 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 Facebook
to find new applications
of daily users play
games on Facebook
7% 16%
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
7
For those of us that own a smartphone, it comes
as no surprise that these devices have become the
central social, communication and information tool
for so many Americans.
This list of the most commonly used applications/
categories we asked about demonstrates this.
While the exact percentages and order vary slightly
by segment, the top 7 activities are consistent
among 18-44 year olds, males and females, Android
and iOS, etc.
Most Popular Activities
On Smartphones
Top 10
Applications Used
78%Email
60%
Games
64%
Maps/Directions
37%
Watch TV/Video
53%
Share/Post Photos
73%
Web Browsing
57%
General Search
44%
Read News, Sports
46%
Local Search
70%Facebook
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
8
Our interaction with each other through our phones begins as
soon as we awake. Within the first 15 minutes of waking up,
4 out of 5 smartphone owners are checking their phones and
among these people, nearly 80% reach for their phone before
doing anything else. These statistics alone drive home the utility
of and reliance on smartphones.
What Do You Do When
You First Wake Up? Among All Respondents
Among 18-24 year olds
reach for phone within
15 minutes of waking
reach for it immediately
after waking
reach for it immediately
& use as alarm clock
79%
62%
44%
reach for phone within
15 minutes of waking.
reach for it immediately
after waking
reach for it immediately
& use as alarm clock
89%
74%
54%
Within the first 15 minutes of
waking up, 4 out of 5 smartphone
owners are checking their phones.
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
9
79% 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 use
our phones to connect, be productive, etc. the more value is delivered to us. IDC believes this perceived
value makes our phones and applications stickier, which in turn encourages even more use.
A Day In The Life Of
Our Smartphones
60%
50%
40%
30%
20%
10%
0%
While getting
ready for
school or
work
While
commuting
to work or
school
During my AM
hours after start
commute but
before lunch
During
lunch time
During
afternoon
During
evening,
before bed
While getting
ready for
bedtime, lying
in bed before
asleep
During the
night if not
sleeping
Text/Message
Talk on Phone
Email
Facebook
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
10
Social has become so engrained in our behavior that we engage with it even when doing every day
activities. Using Facebook throughout the day is a given for most smartphone owners. The multitude of
ways 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 During
Everyday Activities
46% 46% 47%
48%
Facebook
Twitter
LinkedIn
Shopping
8%
2%
Preparing Meal/Dinner
7%
1%
During Errands
8%
2%
Gym/Workout
9%
2%
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
11
Social begets social. The use of social applications is higher during events when we are out socially. This is related
to the desire to share experiences, especially when we are with those we care most about. Social applications
are 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 Important
Role During Social Events
46% 47%
49%
50%
Went to Live Event
13%
4%
Went to Meeting/Class
9%
2%
Went to Movies
13%
4%
Went Out to Eat/Drinks
9%
2%
Facebook
Twitter
LinkedIn
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
12
The weekend’s 2x engagement demonstrates
how critical these devices and applications are
to our most important social relationships.
Of the total time spent on social and
communications activities on a smartphone,
Facebook dominates, making up 1 out
of every 4 minutes.
Facebook drives engagement through a
multifaceted approach of consumption,
private messaging and sharing.
A Week In The Life Of
Our Smartphones
Minutes Spent Connecting Each Day
Weekend
(Friday - Sunday)
Weekday
(Monday - Thursday)
LinkedIn
Instagram
Twitter
Email
Talk on phone
Text/Message
Facebook
180
160
140
120
100
80
60
40
20
0
41.6
19.5
Average daily time
spent on Facebook: 32:51
00
Average daily minutes
spent on Facebook
Post Status,
Photo on
Facebook®
6.6
16.4
9.5
Check Facebook®
News Feed
Facebook®
Messaging
Average daily time spent communicating
on smartphone: 131:43
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
13
Social on mobile allows people to engage
easily throughout the day, even when doing
other things.
Over the week, texting/messaging and using
Facebook are the most popular interactions
we conduct on our smartphones.
A Week In The Life Of
Our Smartphones
Number of Times We Engage Each Day
Weekend
(Friday - Sunday)
Weekday
(Monday - Thursday)
LinkedIn
Instagram
Talk on phone
Email
Twitter
Facebook
Text/Message
80
70
60
50
40
30
20
10
0
17.6
8.3
Average number of daily
sessions on Facebook:
Average session length: 2:22
13.8
2020
10101010Average daily sessions
spent on Facebook
2.7
7.0
4.1
Post Status,
Photo on
Facebook®
Check Facebook®
News Feed
Facebook®
Messaging
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
14
63% of smartphone owners keep their phone with
them for all but an hour of their waking day. 79% keep
it with them for all but two hours of their day.
1 out of 4 of all respondents didn’t recall a time in
their day when their phone was not within reach or
in the same room.
Whether it is a weekday or weekend, the amount of
time away from one’s phone didn’t vary—it is a critical
tool for connecting with friends, family and colleagues
every day.
Can You Recall The Last Time Your
Phone Was Not Within Ear Shot?
3 hours
or more
Never that
I can recall
was it not
close to me
Less than
30 minutes
throughout
the day
30 minutes
to 1 hour
1-2
hours
2-3
hours
25%24%
23%19%9%
17%
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
15
Over the weekend, we have a stronger sense of connectedness with the important people in our lives
as we interact with them more in the physical world and through social media on our phones. Even our
interactions with colleagues/classmates is higher over the weekend — another indication of the ever
increasing fluidity of time and schedules given our nearly non-stop connected lifestyle.
Who Our Smartphones
Connect Us To
Weekend
(Friday - Sunday)
Weekday
(Monday - Thursday)
7%
22%
19%
32%
37%
60%
63%
5%
12%
18%
25%
33%
60%
58%
My friends
My partner, spouse, or
girlfriends/boyfriend
My parents
Other family
My colleagues or
classmates
My children
My community (church,
school, town, etc...)
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
16
Looking at the differences across age
groups yields both telling and expected
results. The inverse of those that selected
“My Parents”vs”My Children”is directly
related to age, generation and life stage.
Both men and women feel connected to
their friends, significant others and children
at similar levels. Strong differences exist
when examining other relationships:
A Closer Look At Who We Connect
With Through Our Smartphones
My friends
My partner, spouse, or
girlfriends/boyfriend
My parents
Other family
My colleagues or
classmates
My children
My community (church,
school, town, etc...)
18 - 24 25 - 29 30 - 34 35 - 39 40 - 44
8%
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%
MenWomen
Parents
26%
40%
Men
Other Family
Women
22%
33%
Women
Colleagues/
Classmates
Men
16%23%
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
17
While only a modest percentage use Facebook to connect to their community, those that do agree most
strongly that the social network plays a very important role in doing this. This demonstrates the growing
opportunity for Facebook Pages to connect people and various communities, organizations and brands.
Our smartphone
connects us to...
Of those, % strongly agree that Facebook
on phone keeps them connected
Who We Are Most Connected To
My friends
My partner, spouse, or
girlfriends/boyfriend
My parents
Other family (siblings, cousins,
grandparents, etc...)
My colleagues or
classmates
My children
My community (church,
school, town I live in, etc...)
61% 62%
60% 55%
35% 54%
29% 62%
19% 64%
18% 65%
6% 74%
Smartphones + Facebook
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
18
Facebook Usage On Smartphones
Men are 75% more
likely than women to
seek out applications
on Facebook
18-24 year olds are 2x
more likely to seek out
applications on Facebook
than 40-44 year olds
30-34 & 40-44 year
olds are most likely
to play games on
Facebook75% 2x 30-34
40-44
At least once a day Several times a day/Consantly checkingLess than once a week At least once a week
2% 8% 27% 63%Read my news feed
4% 45%35%16%
Respond/post
comments on friends’
updates, pictures
7% 30% 33% 30%Post status
updates
5% 39%35%21%Visit friends’
timelines
7% 28% 27% 37%
Message friends
directly
4% 13% 31% 52%Play games
35%19%33%14%
Post pictures,
videos
7% 19% 28% 47%
Communicate
within specific
FB groups
10% 18% 20% 52%Find apps
to use
Beyond using Facebook’s various methods of connecting with our friends,
Facebook drives engagement through games and application discovery.
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
19
Facebook ranks as a top 3 activity done on smartphones. 70% of respondents use it. Among these
Facebook 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 individuals
and groups and sharing pictures and videos.
With the exception of reading one’s news feed – which is a great phone snacking activity – every
other Facebook service has higher usage levels over the weekend (Friday-Sunday), demonstrating
its role in communication, sharing and engagement in our most important relationships.
Using Facebook Helps Us
Connect & Stay Connected
75%
80%
Read my
news feed
46%
37%
Respond/
post
comments
on friends’
updates,
pictures
38%
26%
Post status
updates
38%
25%
Visit
friends’
timelines
34%
23%
Message
friends
directly
19%
9%
Play
games
18%
10%
Post
pictures,
videos
13%
6%
Communicate
within specific
FB groups
8%
4%
Find apps
to use
Weekend
Weekday
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
20
We asked smartphone owners how an array of social and
communication activities on their phones made them feel.
Given most of these people use 7.4 social/comms
applications on their phones, we may expect that many
respondents would feel overwhelmed with the flurry of
activity, alerts and notifications.
The research shows that the overwhelming sentiment from
all this mobile activity is one of connectedness, rated at 6.9
on the Relative Sentiment Scale. Excitement is a distant second
at 4.1 and after that, the next most common feelings were
curiosity and productivity, each hovering around 3, or less
than half of the level of feeling connected.
How We Feel With Constant
Communications In Hand
8.0
7.0
6.0
5.0
4.0
3.0
2.0
1.0
0
ConnectedCurious/Interested
Loved
OverwhelmedStressedout
Excited
Productive
Popular
Burdened/Anxious
Hip/Trendy/Cool
Special
Lonely
Relative Sentiment Index
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
21
Most 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 Feel
Smartphones Are Important Tools for Keeping Us Connected
Text/
Message
49% 40% 47%38% 43% 36% 53% 56%
18-24 25-29 30-34 35-39 40-44
Talk
on Phone
43% 41% 44%40% 40% 40% 45% 48%
18-24 25-29 30-34 35-39 40-44
38% 41%
Message on
Facebook40%34% 37% 38% 43% 50%
18-24 25-29 30-34 35-39 40-44
39% Check Facebook news feed
37% Post, update photo to Facebook
32% Message on LinkedIn
35% Post to Twitter
32% Message on Twitter
37% Check Twitter feed
34% Email
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
22
How We Feel: Smartphones
Are Important Tools For
Keeping Us Connected
Excitement
Post 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%
Curiosity
Calendar 34%
Email 27%
Text/Message 16%
Productivity
After connectedness, the next strongest sentiments we feel are: Excitement, curiosity, and productivity.
Social networks drive these feelings more than traditional means of communication.
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
23
The mass market has embraced smartphones and
social media and we expect adoption to continue.
Facebook is used by 70% of Android phone and
iPhone owners, dominates time spent communicat-
ing on the phone, and drives the greatest levels of
connectedness among the popular social networks.
While some differences clearly exist across demo-
graphics, the value smartphones and specifically
social on smartphones delivers is universal.
Smartphones have revolutionized how we commu-
nicate, socialize, share and connect. The immediacy
and intimacy we have with our phones enable much
more fluid and near-constant social interactions,
whether these are short snacking sessions where
we read our news feeds or more engaged private
messaging conversations
between two people or
among a group.
These exchanges are driving
very high levels of connect-
edness among smartphone
users and with those they
care most about. This increased sense of connected-
ness is the primary reason we use these technologies
with 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 are
today, enabling people to engage, discover and
interact in wholly new ways.
In Conclusion
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
24
IDC conducted an online survey of 1,000+ 18-44 year old iOS and Android smartphone owners in the
U.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 course
of a day, with an emphasis on social and communication applications and services. While we asked
about broader application categories the respondent used on their smartphone, most questions
focused 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 more
passive (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 of
smartphones, we’ve weighted the data by both age and operating system.
Methodology
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook
25
IDC
Danielle Levitas
dlevitas@idc.com
650.350.6487
Contact Information
Doc. #240435. All IDC research is © 2013 by IDC. All rights reserved. All IDC materials are licensed with IDC’s permission and
in no way does the use or publication of IDC research indicate IDC’s endorsement of Facebook’s products/or strategies.

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Always Connected How Smartphones And Social Keep Us Engaged

  • 1. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook
  • 2. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 2 In This Study 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.
  • 3. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 3 Executive Summary Think about your typical day. When do you feel the most or least connected to people, information and the world around you? In this study from IDC, sponsored by Facebook, the key finding is that mobile + social = connectedness. Smartphones, coupled with rich applications and mobile data services, allow us to connect with our family, friends and community from the moment we wake up until the end of our day. Our research shows that, rather than feeling overwhelmed by it, we enjoy and value this increased social connectedness. Today, half of the total US population uses smartphones. The convenience of being able to interact with anyone, anytime, anywhere, makes the phone a more critical tool than ever before. › 2012 2017 U.S. Smartphone Users (Millions) U.S. Population Using Smartphones: 67.8% U.S. Smartphone Users (Millions) U.S. Population Using Smartphones: 49.4% 155.1 2013 U.S. Smartphone Users (Millions) U.S. Population Using Smartphones: 57.3% 181.4 222.4 (projected) (projected)
  • 4. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 4 ‹ Given the very personal nature of our mobile phones, how we use them elicits various feelings. A sense of being connected is the strongest sentiment and it spans demographics and brands, services and applications used. The services that drive the highest levels of connectedness across the largest number of people are texting/messaging, talking on the phone, and direct messaging via Facebook. What is most striking about the top 3 is that they are direct, with a specific person or group, and require a more immediate response versus most other methods of social networking and communication. › 49%Text/ Message 43%Talk on Phone 40%Message on Facebook Percentage of respondents that feel connected when using these applications (top 3):
  • 5. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 5 ‹ People have a universal need to connect with others, especially those they care deeply about. This coupled with mass market adoption of smartphones means that social engagement via phones has become mainstream. Device pocketability drives engagement throughout the day and when it’s most convenient for each person. Over a week, we see the highest levels of engagement Friday through Sunday. These are the days we connect with those most important to us both online and in the physical world. The weekend is being redefined as social and mobile allow for more fluid and asynchronous experiences throughout the day and from one day to the next. › Monday - Sunday 84%of respondents’ time is spent on phone communicating via text, email, social vs. only on their phone; and of this group, 61% use it each day. These are pocketable, personal computers— not phones. 16% on phone calls 70% of respondents use Facebook ... the highest levels of engagement are Friday through Sunday, with the peak on Sunday. Average daily time spent communicating on smartphone: 132 minutes
  • 6. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 6 ‹ Engagement on Facebook is multifaceted. From lots of “snacking”on News Feeds and friends’timelines, to connecting with others by commenting on their posts or photos, to privately messaging with individuals and groups, engagement is broad and rich. 33% of mobile Facebook users message their friends directly, privately each day. Facebook’s messaging platform enables highly valued interactions, making it a top 3 social and communications service driving connectedness. Beyond communication, Facebook drives engagement through games and application discovery. We expect ap- plication discovery on Facebook to grow as people share and as users seek simpler, more direct ways to find great applications and experiences. Facebook & Mobile— Beyond Communication Read 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 Facebook to find new applications of daily users play games on Facebook 7% 16%
  • 7. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 7 For those of us that own a smartphone, it comes as no surprise that these devices have become the central social, communication and information tool for so many Americans. This list of the most commonly used applications/ categories we asked about demonstrates this. While the exact percentages and order vary slightly by segment, the top 7 activities are consistent among 18-44 year olds, males and females, Android and iOS, etc. Most Popular Activities On Smartphones Top 10 Applications Used 78%Email 60% Games 64% Maps/Directions 37% Watch TV/Video 53% Share/Post Photos 73% Web Browsing 57% General Search 44% Read News, Sports 46% Local Search 70%Facebook
  • 8. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 8 Our interaction with each other through our phones begins as soon as we awake. Within the first 15 minutes of waking up, 4 out of 5 smartphone owners are checking their phones and among these people, nearly 80% reach for their phone before doing anything else. These statistics alone drive home the utility of and reliance on smartphones. What Do You Do When You First Wake Up? Among All Respondents Among 18-24 year olds reach for phone within 15 minutes of waking reach for it immediately after waking reach for it immediately & use as alarm clock 79% 62% 44% reach for phone within 15 minutes of waking. reach for it immediately after waking reach for it immediately & use as alarm clock 89% 74% 54% Within the first 15 minutes of waking up, 4 out of 5 smartphone owners are checking their phones.
  • 9. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 9 79% 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 use our phones to connect, be productive, etc. the more value is delivered to us. IDC believes this perceived value makes our phones and applications stickier, which in turn encourages even more use. A Day In The Life Of Our Smartphones 60% 50% 40% 30% 20% 10% 0% While getting ready for school or work While commuting to work or school During my AM hours after start commute but before lunch During lunch time During afternoon During evening, before bed While getting ready for bedtime, lying in bed before asleep During the night if not sleeping Text/Message Talk on Phone Email Facebook
  • 10. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 10 Social has become so engrained in our behavior that we engage with it even when doing every day activities. Using Facebook throughout the day is a given for most smartphone owners. The multitude of ways 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 During Everyday Activities 46% 46% 47% 48% Facebook Twitter LinkedIn Shopping 8% 2% Preparing Meal/Dinner 7% 1% During Errands 8% 2% Gym/Workout 9% 2%
  • 11. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 11 Social begets social. The use of social applications is higher during events when we are out socially. This is related to the desire to share experiences, especially when we are with those we care most about. Social applications are 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 Important Role During Social Events 46% 47% 49% 50% Went to Live Event 13% 4% Went to Meeting/Class 9% 2% Went to Movies 13% 4% Went Out to Eat/Drinks 9% 2% Facebook Twitter LinkedIn
  • 12. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 12 The weekend’s 2x engagement demonstrates how critical these devices and applications are to our most important social relationships. Of the total time spent on social and communications activities on a smartphone, Facebook dominates, making up 1 out of every 4 minutes. Facebook drives engagement through a multifaceted approach of consumption, private messaging and sharing. A Week In The Life Of Our Smartphones Minutes Spent Connecting Each Day Weekend (Friday - Sunday) Weekday (Monday - Thursday) LinkedIn Instagram Twitter Email Talk on phone Text/Message Facebook 180 160 140 120 100 80 60 40 20 0 41.6 19.5 Average daily time spent on Facebook: 32:51 00 Average daily minutes spent on Facebook Post Status, Photo on Facebook® 6.6 16.4 9.5 Check Facebook® News Feed Facebook® Messaging Average daily time spent communicating on smartphone: 131:43
  • 13. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 13 Social on mobile allows people to engage easily throughout the day, even when doing other things. Over the week, texting/messaging and using Facebook are the most popular interactions we conduct on our smartphones. A Week In The Life Of Our Smartphones Number of Times We Engage Each Day Weekend (Friday - Sunday) Weekday (Monday - Thursday) LinkedIn Instagram Talk on phone Email Twitter Facebook Text/Message 80 70 60 50 40 30 20 10 0 17.6 8.3 Average number of daily sessions on Facebook: Average session length: 2:22 13.8 2020 10101010Average daily sessions spent on Facebook 2.7 7.0 4.1 Post Status, Photo on Facebook® Check Facebook® News Feed Facebook® Messaging
  • 14. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 14 63% of smartphone owners keep their phone with them for all but an hour of their waking day. 79% keep it with them for all but two hours of their day. 1 out of 4 of all respondents didn’t recall a time in their day when their phone was not within reach or in the same room. Whether it is a weekday or weekend, the amount of time away from one’s phone didn’t vary—it is a critical tool for connecting with friends, family and colleagues every day. Can You Recall The Last Time Your Phone Was Not Within Ear Shot? 3 hours or more Never that I can recall was it not close to me Less than 30 minutes throughout the day 30 minutes to 1 hour 1-2 hours 2-3 hours 25%24% 23%19%9% 17%
  • 15. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 15 Over the weekend, we have a stronger sense of connectedness with the important people in our lives as we interact with them more in the physical world and through social media on our phones. Even our interactions with colleagues/classmates is higher over the weekend — another indication of the ever increasing fluidity of time and schedules given our nearly non-stop connected lifestyle. Who Our Smartphones Connect Us To Weekend (Friday - Sunday) Weekday (Monday - Thursday) 7% 22% 19% 32% 37% 60% 63% 5% 12% 18% 25% 33% 60% 58% My friends My partner, spouse, or girlfriends/boyfriend My parents Other family My colleagues or classmates My children My community (church, school, town, etc...)
  • 16. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 16 Looking at the differences across age groups yields both telling and expected results. The inverse of those that selected “My Parents”vs”My Children”is directly related to age, generation and life stage. Both men and women feel connected to their friends, significant others and children at similar levels. Strong differences exist when examining other relationships: A Closer Look At Who We Connect With Through Our Smartphones My friends My partner, spouse, or girlfriends/boyfriend My parents Other family My colleagues or classmates My children My community (church, school, town, etc...) 18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 8% 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% MenWomen Parents 26% 40% Men Other Family Women 22% 33% Women Colleagues/ Classmates Men 16%23%
  • 17. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 17 While only a modest percentage use Facebook to connect to their community, those that do agree most strongly that the social network plays a very important role in doing this. This demonstrates the growing opportunity for Facebook Pages to connect people and various communities, organizations and brands. Our smartphone connects us to... Of those, % strongly agree that Facebook on phone keeps them connected Who We Are Most Connected To My friends My partner, spouse, or girlfriends/boyfriend My parents Other family (siblings, cousins, grandparents, etc...) My colleagues or classmates My children My 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. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 18 Facebook Usage On Smartphones Men are 75% more likely than women to seek out applications on Facebook 18-24 year olds are 2x more likely to seek out applications on Facebook than 40-44 year olds 30-34 & 40-44 year olds are most likely to play games on Facebook75% 2x 30-34 40-44 At least once a day Several times a day/Consantly checkingLess than once a week At least once a week 2% 8% 27% 63%Read my news feed 4% 45%35%16% Respond/post comments on friends’ updates, pictures 7% 30% 33% 30%Post status updates 5% 39%35%21%Visit friends’ timelines 7% 28% 27% 37% Message friends directly 4% 13% 31% 52%Play games 35%19%33%14% Post pictures, videos 7% 19% 28% 47% Communicate within specific FB groups 10% 18% 20% 52%Find apps to use Beyond using Facebook’s various methods of connecting with our friends, Facebook drives engagement through games and application discovery.
  • 19. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 19 Facebook ranks as a top 3 activity done on smartphones. 70% of respondents use it. Among these Facebook 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 individuals and groups and sharing pictures and videos. With the exception of reading one’s news feed – which is a great phone snacking activity – every other Facebook service has higher usage levels over the weekend (Friday-Sunday), demonstrating its role in communication, sharing and engagement in our most important relationships. Using Facebook Helps Us Connect & Stay Connected 75% 80% Read my news feed 46% 37% Respond/ post comments on friends’ updates, pictures 38% 26% Post status updates 38% 25% Visit friends’ timelines 34% 23% Message friends directly 19% 9% Play games 18% 10% Post pictures, videos 13% 6% Communicate within specific FB groups 8% 4% Find apps to use Weekend Weekday
  • 20. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 20 We asked smartphone owners how an array of social and communication activities on their phones made them feel. Given most of these people use 7.4 social/comms applications on their phones, we may expect that many respondents would feel overwhelmed with the flurry of activity, alerts and notifications. The research shows that the overwhelming sentiment from all this mobile activity is one of connectedness, rated at 6.9 on the Relative Sentiment Scale. Excitement is a distant second at 4.1 and after that, the next most common feelings were curiosity and productivity, each hovering around 3, or less than half of the level of feeling connected. How We Feel With Constant Communications In Hand 8.0 7.0 6.0 5.0 4.0 3.0 2.0 1.0 0 ConnectedCurious/Interested Loved OverwhelmedStressedout Excited Productive Popular Burdened/Anxious Hip/Trendy/Cool Special Lonely Relative Sentiment Index
  • 21. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 21 Most 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 Feel Smartphones Are Important Tools for Keeping Us Connected Text/ Message 49% 40% 47%38% 43% 36% 53% 56% 18-24 25-29 30-34 35-39 40-44 Talk on Phone 43% 41% 44%40% 40% 40% 45% 48% 18-24 25-29 30-34 35-39 40-44 38% 41% Message on Facebook40%34% 37% 38% 43% 50% 18-24 25-29 30-34 35-39 40-44 39% Check Facebook news feed 37% Post, update photo to Facebook 32% Message on LinkedIn 35% Post to Twitter 32% Message on Twitter 37% Check Twitter feed 34% Email
  • 22. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 22 How We Feel: Smartphones Are Important Tools For Keeping Us Connected Excitement Post 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% Curiosity Calendar 34% Email 27% Text/Message 16% Productivity After connectedness, the next strongest sentiments we feel are: Excitement, curiosity, and productivity. Social networks drive these feelings more than traditional means of communication.
  • 23. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 23 The mass market has embraced smartphones and social media and we expect adoption to continue. Facebook is used by 70% of Android phone and iPhone owners, dominates time spent communicat- ing on the phone, and drives the greatest levels of connectedness among the popular social networks. While some differences clearly exist across demo- graphics, the value smartphones and specifically social on smartphones delivers is universal. Smartphones have revolutionized how we commu- nicate, socialize, share and connect. The immediacy and intimacy we have with our phones enable much more fluid and near-constant social interactions, whether these are short snacking sessions where we read our news feeds or more engaged private messaging conversations between two people or among a group. These exchanges are driving very high levels of connect- edness among smartphone users and with those they care most about. This increased sense of connected- ness is the primary reason we use these technologies with 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 are today, enabling people to engage, discover and interact in wholly new ways. In Conclusion
  • 24. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 24 IDC conducted an online survey of 1,000+ 18-44 year old iOS and Android smartphone owners in the U.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 course of a day, with an emphasis on social and communication applications and services. While we asked about broader application categories the respondent used on their smartphone, most questions focused 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 more passive (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 of smartphones, we’ve weighted the data by both age and operating system. Methodology
  • 25. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook 25 IDC Danielle Levitas dlevitas@idc.com 650.350.6487 Contact Information Doc. #240435. All IDC research is © 2013 by IDC. All rights reserved. All IDC materials are licensed with IDC’s permission and in no way does the use or publication of IDC research indicate IDC’s endorsement of Facebook’s products/or strategies.