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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




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.




                                                                       2
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




Executive Summary                                                                           2017
Think about your typical day. When do you feel the most                                         (projected)
or least connected to people, information and


                                                                                       222.4
the world around you?
In this study from IDC, sponsored by Facebook, the key
finding is that mobile + social = connectedness.                                       U.S. Smartphone Users (Millions)

Smartphones, coupled with rich applications and                                         U.S. Population Using
                                                                                        Smartphones: 67.8%
mobile data services, allow us to connect with our

                                                                   2013
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
                                                                       (projected)
                                                                                        181.4
                                                                                        U.S. Smartphone Users
                                                                                               (Millions)
and value this increased social connectedness.
                                                                                        U.S. Population Using
                                                                                        Smartphones: 57.3%
Today, half of the total US population uses
smartphones. The convenience of being able to                 2012
interact with anyone, anytime, anywhere, makes the
phone a more critical tool than ever before. ›
                                                               155.1
                                                              U.S. Smartphone Users
                                                                     (Millions)
                                                               U.S. Population Using
                                                               Smartphones: 49.4%




                                                                                                                          3
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




‹ 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. ›




    Percentage of respondents that
        feel connected when using
         these applications (top 3):
                                                       49% 43% 40%
                                                               Text/    Talk on   Message on
                                                              Message   Phone      Facebook

                                                                                               4
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




‹ People have a universal need to connect with others,
especially those they care deeply about. This coupled with
                                                                              Monday - Sunday


                                                                            84%
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                        of respondents’ time is spent
                                                                              on phone communicating via
Sunday. These are the days we connect with those most
                                                                               text, email, social vs. only
important to us both online and in the physical world.
                                                                             16% on phone calls
The weekend is being redefined as social and                                Average daily time spent communicating
mobile allow for more fluid and asynchronous experiences                         on smartphone: 132 minutes
throughout the day and from one day to the next. ›
                                                                            70% of respondents
                                                                               use Facebook
                                                                            on their phone; and of this group,
                                                ... the highest levels of         61% use it each day.
                                                engagement are Friday
                                                through Sunday, with        These are pocketable, personal
                                                the peak on Sunday.            computers— not phones.




                                                                                                                     5
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




‹ Engagement on Facebook is multifaceted. From lots of
“snacking” on News Feeds and friends’ timelines, to
                                                                       Facebook & Mobile—
connecting with others by commenting on their posts                    Beyond Communication
or photos, to privately messaging with individuals and                 Read my news feed                           82%
groups, engagement is broad and rich.                                  Respond/post comments on friends’ updates   49%
33% of mobile Facebook users message their friends                     Post status updates                         38%
directly, privately each day. Facebook’s messaging                     Visit friends’ timeline                     37%
platform enables highly valued interactions, making                    Message friends directly                    33%
it a top 3 social and communications service driving                   Play games                                  16%
connectedness.                                                         Post pictures/videos                        15%
Beyond communication, Facebook drives engagement
                                                                       Communicate in Facebook groups              12%
through games and application discovery. We expect ap-                 Find applications to use                    7%
plication discovery on Facebook to grow as people share
and as users seek simpler, more direct ways to find great
applications and experiences.



                                                         7%                           16%
                                                of daily users use Facebook         of daily users play
                                                  to find new applications         games on Facebook
                                                                                                                         6
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




Most Popular Activities                                                                     78%
On Smartphones                                                                               Email


For those of us that own a smartphone, it comes
as no surprise that these devices have become the
                                                                 70%
                                                                Facebook
                                                                                              73%
                                                                                            Web Browsing

central social, communication and information tool
for so many Americans.                                            60%
                                                                 Games
                                                                                            64%
                                                                                     Maps/Directions
This list of the most commonly used applications/
categories we asked about demonstrates this.
While the exact percentages and order vary slightly
                                                                    53%
                                                              Share/Post Photos
                                                                                            57%
                                                                                      General Search


                                                                     46%                    44%
by segment, the top 7 activities are consistent
among 18-44 year olds, males and females, Android                  Local Search     Read News, Sports
and iOS, etc.
                                                                                  37%
                                                                           Watch TV/Video




                                                                    Top 10
                                                               Applications Used                           7
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




What Do You Do When
You First Wake Up?                                                              Among All Respondents
Our interaction with each other through our phones begins as
soon as we awake. Within the first 15 minutes of waking up,                     79%   reach for phone within
                                                                                      15 minutes of waking

4 out of 5 smartphone owners are checking their phones and
among these people, nearly 80% reach for their phone before
                                                                                62%   reach for it immediately
                                                                                      after waking

doing anything else. These statistics alone drive home the utility              44%   reach for it immediately
                                                                                      & use as alarm clock
of and reliance on smartphones.
                                                                                Among 18-24 year olds

                                                                                89%   reach for phone within
                                                                                      15 minutes of waking.


                                                                                74%   reach for it immediately
                                                                                      after waking


                                                                                54%   reach for it immediately
                                                                                      & use as alarm clock

                                            Within the first 15 minutes of
                                            waking up, 4 out of 5 smartphone
                                            owners are checking their phones.



                                                                                                                 8
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




A Day In The Life Of
Our Smartphones
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.                                                 Text/Message
                                                                                                                                          Talk on Phone
                                                                                                                                          Email
       60%                                                                                                                                Facebook
       50%

       40%

       30%

       20%

       10%

       0%

           While getting            While        During my AM         During      During       During     While getting    During the
            ready for            commuting      hours after start   lunch time   afternoon    evening,      ready for      night if not
            school or            to work or      commute but                                 before bed   bedtime, lying    sleeping
               work                school         before lunch                                            in bed before
                                                                                                              asleep




                                                                                                                                                     9
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




Using Social During
Everyday Activities
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.
                                                                                         48%
       46%                                      46%                   47%                                Facebook
                                                                                                         Twitter
                                                                                                         LinkedIn




               8%                                     8%                                       9%
                                                                            7%

                       2%                                  2%                                       2%
                                                                                 1%


   During Errands                               Shopping        Preparing Meal/Dinner   Gym/Workout




                                                                                                                    10
Always Connected How Smartphones And Social Keep Us Engaged
  An IDC Research Report, Sponsored By Facebook




  Social Apps Play Important
  Role During Social Events
  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.
                                                                                            50%
                                                                       49%
         46%                                      47%                                                           Facebook
                                                                                                                Twitter
                                                                                                                LinkedIn




                                                                             13%                  13%

                  9%                                    9%
                                                                                   4%                   4%
                         2%                                  2%



Went to Meeting/Class                      Went Out to Eat/Drinks   Went to Live Event    Went to Movies




                                                                                                                           11
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




A Week In The Life Of
Our Smartphones
Minutes Spent Connecting Each Day
                                                                                         Average daily time
                                                                                                                       32:51
The weekend’s 2x engagement demonstrates
how critical these devices and applications are                                          spent on Facebook:
to our most important social relationships.                                             Average daily time spent communicating
                                                                                                on smartphone: 131:43
Of the total time spent on social and                                             180
communications activities on a smartphone,                                        160
Facebook dominates, making up 1 out                                               140
of every 4 minutes.                                                               120

Facebook drives engagement through a                                              100
                                                                                                                                   LinkedIn
multifaceted approach of consumption,                                              80
                                                                                                                                   Instagram
private messaging and sharing.                                                     60                                              Twitter
                                                                                                                                   Email
                                                                                   40
                                                 6.6                                                                               Talk on phone
                                                 Post Status,
                                                                                   20        41.6                                  Text/Message
                                                                                                                  19.5
                                                  Photo on
              Average daily minutes              Facebook®
                                                                 16.4                                                              Facebook
                                                                                   0
                 spent on Facebook
                                                9.5
                                                                Check Facebook®


                                                Facebook®
                                                                   News Feed
                                                                                          Weekend               Weekday
                                                Messaging                                (Friday - Sunday)   (Monday - Thursday)
                                                                                                                                                   12
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




A Week In The Life Of
Our Smartphones
Number of Times We Engage Each Day
                                                                                      Average number of daily
                                                                                                                          13.8
Social on mobile allows people to engage
easily throughout the day, even when doing                                              sessions on Facebook:
other things.                                                                                 Average session length: 2:22
Over the week, texting/messaging and using                                       80

Facebook are the most popular interactions                                       70

we conduct on our smartphones.                                                   60

                                                                                 50
                                                                                                                                LinkedIn
                                                                                 40                                             Instagram
                                                                                 30                                             Talk on phone
                                                2.7                                       17.6                                  Email
                                                                                 20
                                                Post Status,
                                                 Photo on                                                       8.3             Twitter
    Average daily sessions
                                                                  7.0
                                                Facebook®
                                                                                 10                                             Facebook
       spent on Facebook
                                            4.1                Check Facebook®
                                                                  News Feed
                                                                                  0                                             Text/Message
                                            Facebook®
                                            Messaging                                  Weekend               Weekday
                                                                                      (Friday - Sunday)   (Monday - Thursday)



                                                                                                                                                13
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




Can You Recall The Last Time Your
Phone Was Not Within Ear Shot?
63% of smartphone owners keep their phone with         Whether it is a weekday or weekend, the amount of
them for all but an hour of their waking day. 79% keep time away from one’s phone didn’t vary—it is a critical
it with them for all but two hours of their day.               tool for connecting with friends, family and colleagues
                                                               every 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.


                                                                       24% 25%
              17% 9%                            19% 23%                                     Never that
                                                                         Less than          I can recall
                                    2-3          1-2    30 minutes      30 minutes           was it not
               3 hours             hours        hours    to 1 hour      throughout         close to me
               or more                                                    the day




                                                                                                                         14
Always Connected How Smartphones And Social Keep Us Engaged
    An IDC Research Report, Sponsored By Facebook




    Who Our Smartphones
    Connect Us To
    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.

                           7%                                       My community (church,
                                         22%                        school, town, etc...)

  Weekend                              19%
                                                                    My children
 (Friday - Sunday)                                  32%
                                                      37%           My colleagues or
                                                            60%     classmates
                                                              63%   Other family

                         5%                                         My parents
                                12%
                                                                    My friends
                                      18%
  Weekday                                     25%                   My partner, spouse, or
(Monday - Thursday)
                                                    33%             girlfriends/boyfriend
                                                              60%
                                                            58%




                                                                                                           15
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




A Closer Look At Who We Connect
With Through Our Smartphones
                                                                                                   5%                  5%        7%
Looking at the differences across age                          My community (church,
                                                                                        8%
                                                                                                   9%         5%
                                                               school, town, etc...)
                                                                                        4%                   16%      25%
groups yields both telling and expected                                                           20%                            35%
                                                               My children              19%                 18%
results. The inverse of those that selected                                                                            17%
                                                               My colleagues or                   30%
“My Parents” vs” My Children” is directly                      classmates
                                                                                        31%                 29%
                                                                                                                                 19%
                                                                                                                      29%
related to age, generation and life stage.                     Other family

                                                               My parents
                                                                                                                                 29%
Both men and women feel connected to                                                              44%
                                                                                                            34%
                                                               My partner, spouse, or   44%                           32%
their friends, significant others and children                 girlfriends/boyfriend                                             24%
                                                               My friends
at similar levels. Strong differences exist
when examining other relationships:                                                               58%
                                                                                        52%                 64%       64%
                                                                                                                                 61%

                      Parents
                                                Other Family   Colleagues/
                                                               Classmates

             40% 26                  %          33% 22     %   23%     16%
                                                                                        62%
                                                                                                  67%
                                                                                                             61%      58%        56%

                Women           Men             Women   Men    Men Women

                                                                                        18 - 24   25 - 29   30 - 34   35 - 39   40 - 44

                                                                                                                                          16
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




Who We Are Most Connected To
Smartphones + Facebook
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                                                Of those, % strongly agree that Facebook
                            connects us to...                                             on phone keeps them connected
                                                61%              My friends                             62%

                                                          My partner, spouse, or
                                                60%       girlfriends/boyfriend                      55%

                                          35%                  My parents                            54%

                                      29%             Other family (siblings, cousins,                     62%
                                                           grandparents, etc...)

                                                             My colleagues or
                                 19%                           classmates                                  64%

                                18%                             My children                                 65%

                                                         My community (church,
                                   6%                   school, town I live in, etc...)                           74%




                                                                                                                                     17
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




Facebook Usage On Smartphones
Beyond using Facebook’s various methods of connecting with our friends,
Facebook drives engagement through games and application discovery.
                                   Less than once a week    At least once a week    At least once a day   Several times a day/Consantly checking

        Read my news feed       2%   8%                    27%                                                    63%
          Respond/post
       comments on friends’     4%              16%                         35%                                                45%
         updates, pictures
            Post status
             updates              7%                       30%                                   33%                                   30%
            Visit friends’
             timelines           5%              21%                               35%                                           39%
          Message friends
             directly             7%                     28%                              27%                                      37%

            Play games          4%         13%                      31%                                                  52%
            Post pictures,
               videos                 14%                         33%                              19%                              35%
           Communicate
           within specific        7%                  19%                     28%                                          47%
             FB groups
              Find apps
                to use               10%              18%                   20%                                          52%




      75%                                                              2x                                                     30-34
                                 Men are 75% more                                      18-24 year olds are 2x                                      30-34 & 40-44 year
                                 likely than women to                                  more likely to seek out                                     olds are most likely

                                                                                                                              40-44
                                 seek out applications                                 applications on Facebook                                    to play games on
                                 on Facebook                                           than 40-44 year olds                                        Facebook




                                                                                                                                                                          18
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




                                   Using Facebook Helps Us
                                   Connect & Stay Connected
                              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%.
    Weekend                   18-24 year olds use more services on Facebook, especially directly messaging with individuals
    Weekday
                              and groups and sharing pictures and videos.
       80%
 75%
                              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.
                     46%
                                         38%          38%
                           37%                                    34%

                                                26%
                                                            25%
                                                                        23%
                                                                              19%        18%
                                                                                                        13%
                                                                                               10%
                                                                                    9%                                  8%
                                                                                                              6%
                                                                                                                             4%


 Read my            Respond/            Post status      Visit    Message       Play        Post      Communicate       Find apps
news feed              post              updates       friends’   friends      games      pictures,   within specific     to use
                    comments                          timelines   directly                 videos       FB groups
                    on friends’
                     updates,
                     pictures


                                                                                                                                    19
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




How We Feel With Constant
Communications In Hand
We asked smartphone owners how an array of social and                   Relative Sentiment Index
communication activities on their phones made them feel.
                                                                  8.0
Given most of these people use 7.4 social/comms
                                                                  7.0
applications on their phones, we may expect that many
                                                                  6.0
respondents would feel overwhelmed with the flurry of
                                                                  5.0
activity, alerts and notifications.
                                                                  4.0
The research shows that the overwhelming sentiment from           3.0
all this mobile activity is one of connectedness, rated at 6.9    2.0
on the Relative Sentiment Scale. Excitement is a distant second   1.0
at 4.1 and after that, the next most common feelings were          0




                                                                                      ted




                                                                                         e
curiosity and productivity, each hovering around 3, or less


                                                                                        d
                                                                                        d


                                                                                     ool

                                                                                      ed




                                                                                        d

                                                                                        t
                                                                                        r
                                                                                         l




                                                                                      us
                                                                                     ely
                                                                                    ctiv




                                                                                     cia


                                                                         ned ed ou
                                                                                    ula
                                                                                    ite
                                                                                    ste




                                                                                    me


                                                                                   xio
                                                                                  Lov
                                                                                 nec




                                                                                 y/C




                                                                                 Lon
                                                                                Spe
                                                                                Exc




                                                                               Pop
                                                                                 du
                                                                                ere




                                                                                hel
than half of the level of feeling connected.




                                                                              /An
                                                                             Con




                                                                             ess
                                                                            end
                                                                            Pro




                                                                           erw
                                                                            Int




                                                                          Str
                                                                         /Tr
                                                                        us/




                                                                        Ov


                                                                    rde
                                                                    Hip
                                                                     rio
                                                                  Cu




                                                                  Bu
                                                                                                   20
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




How We Feel
Smartphones Are Important Tools for Keeping Us Connected
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:


                                                        49%
  18-24      25-29      30-34      35-39        40-44
                                                                            Text/
38% 43% 36% 53% 56%                                                         Message            40%   47%


                                                        43%
  18-24      25-29      30-34      35-39        40-44


                                                                                               41%   44%
                                                                            Talk
40% 40% 40% 45% 48%                                                         on Phone




                                                        40%
  18-24      25-29      30-34      35-39        40-44


34% 37% 38% 43% 50%                                                         Message on
                                                                            Facebook           38%   41%
                                                        39%   Check Facebook news feed
                                                        37%   Check Twitter feed
                                                        37%   Post, update photo to Facebook
                                                        35%   Post to Twitter
                                                        34%   Email
                                                        32%   Message on LinkedIn
                                                        32%   Message on Twitter


                                                                                                              21
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




How We Feel: Smartphones
Are Important Tools For
Keeping Us Connected
After connectedness, the next strongest sentiments we feel are: Excitement, curiosity, and productivity.
Social networks drive these feelings more than traditional means of communication.


                     Excitement                                        Curiosity
                     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%

                                                  Productivity
                                                  Calendar       34%
                                                  Email          27%
                                                  Text/Message   16%




                                                                                                           22
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




In Conclusion
The mass market has embraced smartphones and            messaging conversations
social media and we expect adoption to continue.        between two people or
Facebook is used by 70% of Android phone and            among a group.
iPhone owners, dominates time spent communicat-         These exchanges are driving
ing on the phone, and drives the greatest levels of     very high levels of connect-
connectedness among the popular social networks.        edness among smartphone
While some differences clearly exist across demo-       users and with those they
graphics, the value smartphones and specifically        care most about. This increased sense of connected-
social on smartphones delivers is universal.            ness is the primary reason we use these technologies
Smartphones have revolutionized how we commu-           with the frequency and duration that we do.
nicate, socialize, share and connect. The immediacy     As more mobile devices—even beyond smart-
and intimacy we have with our phones enable much        phones—are adopted, social, sharing and communi-
more fluid and near-constant social interactions,       cations will expand even further than where we are
whether these are short snacking sessions where         today, enabling people to engage, discover and
we read our news feeds or more engaged private          interact in wholly new ways.




                                                                                                               23
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




Methodology
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.




                                                                                                        24
Always Connected How Smartphones And Social Keep Us Engaged
An IDC Research Report, Sponsored By Facebook




Contact Information
IDC
Danielle Levitas
dlevitas@idc.com
650.350.6487




                                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.           25

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IDC Study: Mobile and Social = Connectiveness

  • 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 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. 2
  • 3. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Executive Summary 2017 Think about your typical day. When do you feel the most (projected) or least connected to people, information and 222.4 the world around you? In this study from IDC, sponsored by Facebook, the key finding is that mobile + social = connectedness. U.S. Smartphone Users (Millions) Smartphones, coupled with rich applications and U.S. Population Using Smartphones: 67.8% mobile data services, allow us to connect with our 2013 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 (projected) 181.4 U.S. Smartphone Users (Millions) and value this increased social connectedness. U.S. Population Using Smartphones: 57.3% Today, half of the total US population uses smartphones. The convenience of being able to 2012 interact with anyone, anytime, anywhere, makes the phone a more critical tool than ever before. › 155.1 U.S. Smartphone Users (Millions) U.S. Population Using Smartphones: 49.4% 3
  • 4. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook ‹ 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. › Percentage of respondents that feel connected when using these applications (top 3): 49% 43% 40% Text/ Talk on Message on Message Phone Facebook 4
  • 5. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook ‹ People have a universal need to connect with others, especially those they care deeply about. This coupled with Monday - Sunday 84% 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 of respondents’ time is spent on phone communicating via Sunday. These are the days we connect with those most text, email, social vs. only important to us both online and in the physical world. 16% on phone calls The weekend is being redefined as social and Average daily time spent communicating mobile allow for more fluid and asynchronous experiences on smartphone: 132 minutes throughout the day and from one day to the next. › 70% of respondents use Facebook on their phone; and of this group, ... the highest levels of 61% use it each day. engagement are Friday through Sunday, with These are pocketable, personal the peak on Sunday. computers— not phones. 5
  • 6. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook ‹ Engagement on Facebook is multifaceted. From lots of “snacking” on News Feeds and friends’ timelines, to Facebook & Mobile— connecting with others by commenting on their posts Beyond Communication or photos, to privately messaging with individuals and Read my news feed 82% groups, engagement is broad and rich. Respond/post comments on friends’ updates 49% 33% of mobile Facebook users message their friends Post status updates 38% directly, privately each day. Facebook’s messaging Visit friends’ timeline 37% platform enables highly valued interactions, making Message friends directly 33% it a top 3 social and communications service driving Play games 16% connectedness. Post pictures/videos 15% Beyond communication, Facebook drives engagement Communicate in Facebook groups 12% through games and application discovery. We expect ap- Find applications to use 7% plication discovery on Facebook to grow as people share and as users seek simpler, more direct ways to find great applications and experiences. 7% 16% of daily users use Facebook of daily users play to find new applications games on Facebook 6
  • 7. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Most Popular Activities 78% On Smartphones Email For those of us that own a smartphone, it comes as no surprise that these devices have become the 70% Facebook 73% Web Browsing central social, communication and information tool for so many Americans. 60% Games 64% Maps/Directions This list of the most commonly used applications/ categories we asked about demonstrates this. While the exact percentages and order vary slightly 53% Share/Post Photos 57% General Search 46% 44% by segment, the top 7 activities are consistent among 18-44 year olds, males and females, Android Local Search Read News, Sports and iOS, etc. 37% Watch TV/Video Top 10 Applications Used 7
  • 8. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook What Do You Do When You First Wake Up? Among All Respondents Our interaction with each other through our phones begins as soon as we awake. Within the first 15 minutes of waking up, 79% reach for phone within 15 minutes of waking 4 out of 5 smartphone owners are checking their phones and among these people, nearly 80% reach for their phone before 62% reach for it immediately after waking doing anything else. These statistics alone drive home the utility 44% reach for it immediately & use as alarm clock of and reliance on smartphones. Among 18-24 year olds 89% reach for phone within 15 minutes of waking. 74% reach for it immediately after waking 54% reach for it immediately & use as alarm clock Within the first 15 minutes of waking up, 4 out of 5 smartphone owners are checking their phones. 8
  • 9. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook A Day In The Life Of Our Smartphones 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. Text/Message Talk on Phone Email 60% Facebook 50% 40% 30% 20% 10% 0% While getting While During my AM During During During While getting During the ready for commuting hours after start lunch time afternoon evening, ready for night if not school or to work or commute but before bed bedtime, lying sleeping work school before lunch in bed before asleep 9
  • 10. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Using Social During Everyday Activities 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. 48% 46% 46% 47% Facebook Twitter LinkedIn 8% 8% 9% 7% 2% 2% 2% 1% During Errands Shopping Preparing Meal/Dinner Gym/Workout 10
  • 11. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Social Apps Play Important Role During Social Events 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. 50% 49% 46% 47% Facebook Twitter LinkedIn 13% 13% 9% 9% 4% 4% 2% 2% Went to Meeting/Class Went Out to Eat/Drinks Went to Live Event Went to Movies 11
  • 12. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook A Week In The Life Of Our Smartphones Minutes Spent Connecting Each Day Average daily time 32:51 The weekend’s 2x engagement demonstrates how critical these devices and applications are spent on Facebook: to our most important social relationships. Average daily time spent communicating on smartphone: 131:43 Of the total time spent on social and 180 communications activities on a smartphone, 160 Facebook dominates, making up 1 out 140 of every 4 minutes. 120 Facebook drives engagement through a 100 LinkedIn multifaceted approach of consumption, 80 Instagram private messaging and sharing. 60 Twitter Email 40 6.6 Talk on phone Post Status, 20 41.6 Text/Message 19.5 Photo on Average daily minutes Facebook® 16.4 Facebook 0 spent on Facebook 9.5 Check Facebook® Facebook® News Feed Weekend Weekday Messaging (Friday - Sunday) (Monday - Thursday) 12
  • 13. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook A Week In The Life Of Our Smartphones Number of Times We Engage Each Day Average number of daily 13.8 Social on mobile allows people to engage easily throughout the day, even when doing sessions on Facebook: other things. Average session length: 2:22 Over the week, texting/messaging and using 80 Facebook are the most popular interactions 70 we conduct on our smartphones. 60 50 LinkedIn 40 Instagram 30 Talk on phone 2.7 17.6 Email 20 Post Status, Photo on 8.3 Twitter Average daily sessions 7.0 Facebook® 10 Facebook spent on Facebook 4.1 Check Facebook® News Feed 0 Text/Message Facebook® Messaging Weekend Weekday (Friday - Sunday) (Monday - Thursday) 13
  • 14. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Can You Recall The Last Time Your Phone Was Not Within Ear Shot? 63% of smartphone owners keep their phone with Whether it is a weekday or weekend, the amount of them for all but an hour of their waking day. 79% keep time away from one’s phone didn’t vary—it is a critical it with them for all but two hours of their day. tool for connecting with friends, family and colleagues every 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. 24% 25% 17% 9% 19% 23% Never that Less than I can recall 2-3 1-2 30 minutes 30 minutes was it not 3 hours hours hours to 1 hour throughout close to me or more the day 14
  • 15. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Who Our Smartphones Connect Us To 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. 7% My community (church, 22% school, town, etc...) Weekend 19% My children (Friday - Sunday) 32% 37% My colleagues or 60% classmates 63% Other family 5% My parents 12% My friends 18% Weekday 25% My partner, spouse, or (Monday - Thursday) 33% girlfriends/boyfriend 60% 58% 15
  • 16. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook A Closer Look At Who We Connect With Through Our Smartphones 5% 5% 7% Looking at the differences across age My community (church, 8% 9% 5% school, town, etc...) 4% 16% 25% groups yields both telling and expected 20% 35% My children 19% 18% results. The inverse of those that selected 17% My colleagues or 30% “My Parents” vs” My Children” is directly classmates 31% 29% 19% 29% related to age, generation and life stage. Other family My parents 29% Both men and women feel connected to 44% 34% My partner, spouse, or 44% 32% their friends, significant others and children girlfriends/boyfriend 24% My friends at similar levels. Strong differences exist when examining other relationships: 58% 52% 64% 64% 61% Parents Other Family Colleagues/ Classmates 40% 26 % 33% 22 % 23% 16% 62% 67% 61% 58% 56% Women Men Women Men Men Women 18 - 24 25 - 29 30 - 34 35 - 39 40 - 44 16
  • 17. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Who We Are Most Connected To Smartphones + Facebook 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 Of those, % strongly agree that Facebook connects us to... on phone keeps them connected 61% My friends 62% My partner, spouse, or 60% girlfriends/boyfriend 55% 35% My parents 54% 29% Other family (siblings, cousins, 62% grandparents, etc...) My colleagues or 19% classmates 64% 18% My children 65% My community (church, 6% school, town I live in, etc...) 74% 17
  • 18. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Facebook Usage On Smartphones Beyond using Facebook’s various methods of connecting with our friends, Facebook drives engagement through games and application discovery. Less than once a week At least once a week At least once a day Several times a day/Consantly checking Read my news feed 2% 8% 27% 63% Respond/post comments on friends’ 4% 16% 35% 45% updates, pictures Post status updates 7% 30% 33% 30% Visit friends’ timelines 5% 21% 35% 39% Message friends directly 7% 28% 27% 37% Play games 4% 13% 31% 52% Post pictures, videos 14% 33% 19% 35% Communicate within specific 7% 19% 28% 47% FB groups Find apps to use 10% 18% 20% 52% 75% 2x 30-34 Men are 75% more 18-24 year olds are 2x 30-34 & 40-44 year likely than women to more likely to seek out olds are most likely 40-44 seek out applications applications on Facebook to play games on on Facebook than 40-44 year olds Facebook 18
  • 19. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Using Facebook Helps Us Connect & Stay Connected 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%. Weekend 18-24 year olds use more services on Facebook, especially directly messaging with individuals Weekday and groups and sharing pictures and videos. 80% 75% 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. 46% 38% 38% 37% 34% 26% 25% 23% 19% 18% 13% 10% 9% 8% 6% 4% Read my Respond/ Post status Visit Message Play Post Communicate Find apps news feed post updates friends’ friends games pictures, within specific to use comments timelines directly videos FB groups on friends’ updates, pictures 19
  • 20. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook How We Feel With Constant Communications In Hand We asked smartphone owners how an array of social and Relative Sentiment Index communication activities on their phones made them feel. 8.0 Given most of these people use 7.4 social/comms 7.0 applications on their phones, we may expect that many 6.0 respondents would feel overwhelmed with the flurry of 5.0 activity, alerts and notifications. 4.0 The research shows that the overwhelming sentiment from 3.0 all this mobile activity is one of connectedness, rated at 6.9 2.0 on the Relative Sentiment Scale. Excitement is a distant second 1.0 at 4.1 and after that, the next most common feelings were 0 ted e curiosity and productivity, each hovering around 3, or less d d ool ed d t r l us ely ctiv cia ned ed ou ula ite ste me xio Lov nec y/C Lon Spe Exc Pop du ere hel than half of the level of feeling connected. /An Con ess end Pro erw Int Str /Tr us/ Ov rde Hip rio Cu Bu 20
  • 21. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook How We Feel Smartphones Are Important Tools for Keeping Us Connected 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: 49% 18-24 25-29 30-34 35-39 40-44 Text/ 38% 43% 36% 53% 56% Message 40% 47% 43% 18-24 25-29 30-34 35-39 40-44 41% 44% Talk 40% 40% 40% 45% 48% on Phone 40% 18-24 25-29 30-34 35-39 40-44 34% 37% 38% 43% 50% Message on Facebook 38% 41% 39% Check Facebook news feed 37% Check Twitter feed 37% Post, update photo to Facebook 35% Post to Twitter 34% Email 32% Message on LinkedIn 32% Message on Twitter 21
  • 22. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook How We Feel: Smartphones Are Important Tools For Keeping Us Connected After connectedness, the next strongest sentiments we feel are: Excitement, curiosity, and productivity. Social networks drive these feelings more than traditional means of communication. Excitement Curiosity 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% Productivity Calendar 34% Email 27% Text/Message 16% 22
  • 23. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook In Conclusion The mass market has embraced smartphones and messaging conversations social media and we expect adoption to continue. between two people or Facebook is used by 70% of Android phone and among a group. iPhone owners, dominates time spent communicat- These exchanges are driving ing on the phone, and drives the greatest levels of very high levels of connect- connectedness among the popular social networks. edness among smartphone While some differences clearly exist across demo- users and with those they graphics, the value smartphones and specifically care most about. This increased sense of connected- social on smartphones delivers is universal. ness is the primary reason we use these technologies Smartphones have revolutionized how we commu- with the frequency and duration that we do. nicate, socialize, share and connect. The immediacy As more mobile devices—even beyond smart- and intimacy we have with our phones enable much phones—are adopted, social, sharing and communi- more fluid and near-constant social interactions, cations will expand even further than where we are whether these are short snacking sessions where today, enabling people to engage, discover and we read our news feeds or more engaged private interact in wholly new ways. 23
  • 24. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Methodology 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. 24
  • 25. Always Connected How Smartphones And Social Keep Us Engaged An IDC Research Report, Sponsored By Facebook Contact Information IDC Danielle Levitas dlevitas@idc.com 650.350.6487 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. 25