An online survey of over 2,000 UK residents was conducted to determine which smartphone people would prefer if cost was not a factor. The iPhone was the clear favorite at 49%, followed by Android at 15% and Blackberry at 13%. Supporting data showed iPhone sales increased significantly in the UK in October 2011 after the release of the iPhone 4S. Younger people aged 18-34 strongly preferred the iPhone and Android over other options, while those over 55 were more likely to choose Blackberry or Nokia. The results suggest the iPhone and Android have a strong future among younger demographics.

1. If money were no object which would you prefer Android,
iPhone, Blackberry?”
AskVC is a free service. Questions shouted out on Twitter, using the #AskVC hashtag, are reviewed and the
winners asked as part of Vision Critical’s UK omnibus.
This question was asked 25 November, 2011, with a base just over 2000 people. If you’d like to know more
about Vision Critical’s omnibus or online field services please contact will.cooper@visioncritical.com.

2. If money were no object which phone would you prefer?
Data table on next page, fieldwork Nov 25, 2011
We asked our sample of UK residents, if money were no object which would be your dream phone. As the
table below illustrates, the iPhone was the runaway winner.
Option Choice
iPhone 49%
Android 15%
Blackberry 13%
Nokia 12%
Other 4%
None 6%
Sample November 25, 2011, N=2032, Vision Critical Omnibus, UK
Support for this high figure for the iPhone is provided by an article in the Guardian (28 November, 2011) which
reported that in October 2011 sales of the iPhone had soared in the UK, following the release of the iPhone 4S.
The Guardian reported that the iPhone took 43% of smartphone sales in October, with smartphones being about
70% of all phone sales in that period.
The AskVC study suggests that if money were no object (not too likely in the short term with the current economic
climate) then the iPhone would be a clear leader in the UK market.
In terms of region, sex, and social class the aspirations of the British public were very similar, i.e. with iPhone being
dominant and Android, Blackberry, and Nokia being very similar. However there were very interesting differences
by age and these are explored on the next page.
Comments by Stephanie Hall and Ray Poynter

3. Is the future iPhone and Android?
Younger people back the iPhone and Android
It is almost a truism in mobile phones that trends spread from the younger to the older. When the patterns in
the AskVC data were explored a striking picture was revealed. The iPhone, and even more so the Android
platform, were much more popular with younger people than with older people. By contrast, Blackberry and
Nokia were more popular with the over 55s, as illustrated in the two charts below.
Phones With a Future? Phone Options With a Challenge?
60% 60%
50% 50%
40% 40%
Blackberry
30% Android 30% Nokia
iPhone 20% Other
20%
None
10% 10%
0%
0%
55+ 35-54 18-34
55+ 35-54 18-34
Oldest to youngest Oldest to youngest
% of each age band choosing each phone, bases 55+ = 727, 35-54 = 733, 18-34 = 572.
Whilst only 8% of those aged over 55 years said they would choose an Android phone (if money were no
object) this rose to 26% amongst those under 35. The iPhone similarly scored much lower amongst those
over 55 years. By contrast, Blackberry, Nokia and those saying they would prefer not to have a phone all
scored best amongst those over 55 years and least well amongst those under 35 years. If the history of
mobile phone trends is any guide, being popular with the over 55s and unpopular
with younger people will create significant challenges. 3

4. If money were no object which would you prefer
Android, Blackberry or iPhone?
If money were no object, which of the following phones would you choose:?
Region Gender Age Social Grade
Rest of Midlands
Total London South Wales North Scotland Male Female 18-34 35-54 55+ ABC1 C2DE
BASE: All Respondents 2032 258 656 436 501 181 985 1047 572 733 727 1037 995
BASE: UNWEIGHTED 2032 261 625 456 498 192 1025 1007 570 710 752 1008 1024
306 27 94 74 80 31 182 124 149 98 59 150 156
Andriod
15% 10% 14% 17% 16% 17% 19% 12% 26% 13% 8% 14% 16%
272 40 82 54 70 25 128 144 56 100 116 146 126
Blackberry
13% 16% 13% 12% 14% 14% 13% 14% 10% 14% 16% 14% 13%
991 144 315 205 240 87 449 542 306 406 279 534 456
iPhone
49% 56% 48% 47% 48% 48% 46% 52% 53% 55% 38% 52% 46%
252 29 84 53 62 24 124 128 36 73 143 114 138
Nokia
12% 11% 13% 12% 12% 13% 13% 12% 6% 10% 20% 11% 14%
83 4 31 22 20 6 45 38 19 26 38 37 46
Other
4% 2% 5% 5% 4% 3% 5% 4% 3% 4% 5% 4% 5%
128 13 49 29 29 8 57 72 7 29 92 56 72
None
6% 5% 8% 7% 6% 4% 6% 7% 1% 4% 13% 5% 7%
If you’d like to ask a question to the Britons, shout it out on Twitter using the hashtag #AskVC