This document discusses trends in mobile device usage and digital behavior. It highlights that 30% of internet users access the internet via mobile phones. Popular mobile activities include sending emails, downloading apps, using social media, listening to music, and making purchases. Convenience and being able to stay connected on the go are key advantages. Small screens and security concerns inhibit some mobile commerce. Navigation/maps, news, music and social media are most popular types of mobile content.

1. The Windmill of our Minds
... Highlights, Insights, Foresights
Darren Mark Noyce MMRS MCIM
Founder & Managing Director
SKOPOS Market Insight - Europe (London)

2. PROLOGUE: Year 2005, Mobile Gaming…
SKOPOS
told you so!
- Females will play
- Downloading MUST improve
- Now for…
- 50 new SKOPOS
highlights, insights, and
foresights

3. Digital
... 4 Key Areas
revolving
around Digital

6. Ironing60% Laundry46%
DIY77% Rubbish63%
Many M/F roles in the home ARE entrenched
MORE AMPLIFIED AMONGST OLDER AGE GROUPS
I DO NONE OF THIS
I DO ALL OF THIS
ITALIAN MEN > TWICE
AS LIKELY TO DO NONE
OF THE IRONING OR
LAUNDRY VS. UK MEN
E1. Out of the following activities/tasks, how much responsibility do you have for the following?
Base: All men co-habiting (7143)

7. Reaffirming stereotypes?
DIY
63%
DRIVING
51%
ALCOHOL
TOLERANCE
47%
% MEN WHO BELIEVE THEY’RE
BETTER THAN WOMEN AT
MANAGING
FINANCES
41%
HOME DÉCOR/
DESIGN
51%
FASHION/ STYLE
50%
CARING FOR ILL
41%
% MEN WHO BELIEVE WOMEN
ARE BETTER THAN THEM AT
LOOKING AFTER
KIDS
32%
WOMEN PERPETUATE THESE STEREOTYPES BY AGREEING (EXCEPT FOR FINANCES)!
E3. From the list of activities below, which of the following do you think you are good at and which do you think your partner is better at?
Base: All cohabiting - men (7,143), All women (2,083)

8. 0 %
10 %
20 %
30 %
40 %
50 %
60 %
70 %
80 %
90 %
100 %
News /
current
affairs
Career / job Personal
development
Green issues Local
community
DIY Charity
Some shared interests
B1. Below is a list of activities related to everyday life and some topics you may be interested in
Base: All men (11,848), All women (3261)
IT (72)
DE (116)
DE (72)

9. 10 %
20 %
30 %
40 %
50 %
60 %
70 %
Technology Family /
domestic life
Personal
appearance
Finance Politics Shopping Investments Fashion
But also divergent life interests
B1. Below is a list of activities related to everyday life and some topics you may be interested in
Base: All men (11,848), All women (3261)
DE (122)
UK (113)
DE (123)

15. tech love is a man’s domain
technology
66%
MBD = digital passionista

16. 39% men say
tech setup is
a man’s job
32% of men
say it isn’t
54% of
women say it
isn’t
It’s about the technology not the set up!

17. 96%
of males use the
internet to
enhance their
hobbies and
interests
66%
65%
59%
57%
70%
Internet enhances a man’s loves
B3. Over the last few pages, you have highlighted which hobbies, topics and interests that you Like or Love (see list below). Of these, please select all the ones where the internet has/does enhance
your experience. Base: All men who like or love each activity
tech /gadgets movies
music shopping
travel

18. Internet an essential link to sport
45%
ESSENTIAL TO
KEEP UP TO
DATE WITH
SPORT
51%
HAS SPORTS
INFORMATION
CAN’T GET
ANYWHERE
ELSE
34%
HELPS ME
CONNECT
WITH PEOPLE
ABOUT SPORT
F2. To what extent do you agree with the following statements relating to sport?
Base: Those interested in sport (6128)

19. 37% of men
loathe playing
or watching
sport
UK men are
80%
more likely to
loathe playing
sports than
GERMAN men
130
Index
UK Men
But Sport not a universal love
130
Index
45 yrs+
B2. Can you tell us which of the following hobbies, interests or subjects you love or loathe?
Base: All men (11,848)

20. EX - PLORING
Searched for an
ex online
STRANGER
DANGER
Flirted with
strangers online
DIGITAL
HEARTBREAK
Broke up with
someone by text/
online
CROSSING THE
DIVIDE
Met someone
online and had a
physical
relationship
32%37%
24%11%
Risqué behaviour normalised?
E4. Have you ever done any of the following?
Base: All men (11,456)

21. Items men more comfortable buying online...
Anonymity28%
Internet: Better for being discrete?
B7. Can you list any items below that you feel more comfortable buying online than offline e.g. personal or embarrassing items you wouldn’t buy in a shop)?
I1. Which key advantages does the internet offer you? Base: All men (11,848)

22. Digital
... 4 Key Areas
revolving
around Digital

24. SKOPOS MTrack™
Mobile’s influence on society & commerce
24SKOPOS MTrackTM

25. Smartphones for c30% of Connected Consumers
32% with both GPS and WiFi (up 4%)
Base: 500, 488 (wave 1), 506, 494 (wave 2); (UK Active Digital Society/Mobile Users)
Q6: Do you own or use a mobile phone?
Q8b: Does your mobile phone have Wi-Fi so you can use your home or work internet connection, for instance?
Q8c: Is your mobile phone GPS enabled so it can know where it is and be used for SATNAV etc?
42%
With
Wi-Fi
49%
Without
Wi-Fi
25
44%
With
Wi-Fi
49%
Without
Wi-Fi
Wave 1Wave 2
36%
With
GPS
56%
Without
GPS
Wave 1
39%
With
GPS
52%
Without
GPS
Wave 2
7%
Don’t
know
9%
Don’t
know
9%
Don’t
know
9%
Don’t
know

26. Base: 500 (wave 1), 506 (wave 2) (UK Active Digital Society)
Q9. Where do you access the internet?
At work
Mobile Phone
30%
(Wave 1)
At home
99%
(Wave 1)
37%
(Wave 1)
Internet Access Point: 30% use mobile
99%
(Wave 2)
38%
(Wave 2)
30%
(Wave 2)

27. Base: Mobile Users 488 (wave 1) , 494 (wave 2);
Q15. Thinking about your mobile phone(s) and/or mobile device(s) which of the following have you…
27
Send/receive emails on your mobile 36% 36% 20% 19%
Download new applications (apps) 29% 26% 22% 23%
Play games that came with the phone 30% 30% 7% 7%
Use social networks 30% 30% 15% 14%
Listen to the radio 28% 27% 22% 20%
Use an instant messenger service 23% 22% 21% 19%
Download new games 21% 19% 13% 12%
Read newspapers/magazines/articles 20% 18% 19% 19%
Download music tracks/albums 21% 21% 21% 19%
Order products and services 18% 16% 26% 26%
Research travel or a holiday 18% 16% 22% 22%
Bank or control your finances 17% 15% 20% 20%
Watch streamed mobile video 18% 17% 18% 19%
Download video clips to your mobile 16% 15% 20% 22%
Read books 11% 9% 19% 17%
Download newspapers/magazines/articles 11% 8% 19% 19%
Watched live TV* 13% - 20% -
Download books 10% 9% 18% 16%
Watched a full length TV programme after it was broadcast* 12% - 19% -
Order groceries/food/drink 10% 10% 25% 24%
Book travel or a holiday 10% 9% 22% 22%
Booked movie tickets 10% 8% 23% 24%
Interacted with TV shows whilst they were being broadcast* 9% - 16% -
Gamble/bet/lottery/bingo 9% 8% 13% 11%
*Data only
available from
Wave 2 onwards
Activities on mobile devices(1 of 2):
Mobile Downloads and Commerce increasing...
Currently do, and
are likely to do in
the future
Acceptance
Are likely to do in the
future, but don’t
currently do
Potential
Wave 1
Wave 2

28. Base: Mobile Users 488 (wave 1) , 494 (wave 2);
Q15. Thinking about your mobile phone(s) and/or mobile device(s) which of the following have you…
28
Send/receive emails on your mobile 6% 4% 38% 41%
Download new applications (apps) 4% 3% 45% 48%
Play games that came with the phone 26% 27% 37% 36%
Use social networks 5% 4% 50% 52%
Listen to the radio 7% 7% 43% 45%
Use an instant messenger service 5% 5% 51% 54%
Download new games 9% 9% 57% 60%
Read newspapers/magazines/articles 2% 2% 59% 61%
Download music tracks/albums 5% 6% 53% 54%
Order products and services 3% 2% 53% 56%
Research travel or a holiday 2% 2% 58% 60%
Bank or control your finances 2% 3% 61% 62%
Watch streamed mobile video 3% 3% 61% 61%
Download video clips to your mobile 3% 4% 61% 60%
Read books 2% 2% 68% 72%
Download newspapers/magazines/articles 2% 2% 68% 71%
Watched live TV* 2% - 65% -
Download books 3% 2% 69% 73%
Watched a full length TV programme after it was broadcast* 1% - 68% -
Order groceries/food/drink 2% 2% 63% 65%
Book travel or a holiday 3% 3% 65% 66%
Booked movie tickets 2% 3% 65% 65%
Interacted with TV shows whilst they were being broadcast* 2% - 73% -
Gamble/bet/lottery/bingo 3% 3% 75% 78%
*Data only
available from
Wave 2 onwards
Activities on mobile devices (2 of 2):
Resistance to mobile channel generally declining...
Previously done but
no longer do
(stopped)
Rejection
Have no intention of
doing everResistance
Wave 1
Wave 2

29. Base: 134 (wave 1) ,178 (wave 2) (Mobile Users Who Have Downloaded New Apps)
Q17i. Approximately how many new or extra apps have you downloaded to your mobile?
29
Wave 1
Wave 2
39%
22%
10%
6%
2%
5%
1%
2%
6%
48%
17%
9%
8%
5%
5%
1%
2%
5%
Mobile Apps... downloads increasing
13
Average
number
of apps
downloaded
14

30. Augmented Reality
Bar Code Scanning
(to source products and best prices etc)
Personally
used via mobile
Satellite Navigation
Base: 488 (wave 1), 494 (wave 2) (Mobile Users)
Q21a/b. Which of the following have you (a) heard of but NOT used, (b) personally used via your mobile?
Adv Features Used : Sat Nav up, others stalling?
Aware but
not used
Quick Response (QR) Codes
30
6%
9%
19%
8%
43%
63%
72%
46%
Wave 1Wave 2
3%
10%
25%
7%
53%
70%
68%
52%
Awareness
increasing though

31. Base:222 (wave 1), 247 (wave 2) (Users of Relevant Mobile Functions)
Q17c. What do you consider to be the advantages of using your mobile/mobile device for activities such as Connecting & Socialising?
Strong advantages for Connecting & Socialising
on Mobile Phones/Devices...
“Excellent for catching up on the
move.”
“Convenient and easy.”
“You can keep in contact ‘on the
go’.”
“Its easy to use and connects
me quickly to people around
me.”
“Its flexible and handy.”
“Helps you to keep in touch with
people more regularly and you
don’t have to be sat at a PC to
do it.”
31
30%
22%
19%
9%
Up to date & in touch 26%
Convenient 17%
On the Go 28%
No disadvantage 14%

32. Base: 214 (wave 1), 235 (wave 2) (Users of Relevant Mobile Functions)
Q18c. What do you consider to be the disadvantages of using your mobile/mobile device for activities such as Connecting & Socialising?
Few disadvantages for Connecting & Socialising
on Mobile Phones/Devices...
“Too addictive.”
“Quite unsocial in public.”
“An invasion of
privacy..sometimes you don’t
want to be accessible.”
“Can make people lazy with
regards to socialising face-to-
face.”
“Makes you less aware of things
happening around you.”
“The screens are too small, its
not safe enough and the battery
needs charging too much.”
32
9%
7%
6%
32%
Distraction 5%
Too accessible 6%
Small screen 7%
No disadvantage 36%

33. 33
Base: 500 (wave 1), 506 (wave 2) (UK Active Digital Society)
Q19b. Which of the following brands or companies do you most associate with the mobile and mobile devices/channels?
Top brands associated with ‘mobile’…
35%
37%
29%
-
25%
39%
34%
34%
30%
29%
Wave
1
Wave
2
16%
18%
15%
12%
15%
24%
*’YouTube’ Option only
available from Wave 2
onwards
*

34. Base: 500 (wave 1), 506 (wave 2) (UK Active Digital Society)
Q8. Have you ever brought anything online (Internet Shopping)?
Q16. Which of the following have you ever paid to do/would you pay to do on your mobile phone(s) or via mobile device(s)?
Q25. Which if any, of the following do you do nowadays on or via your personal social network sites, chat forums or online communities?
Digital Commerce: 1 in 8 have tried mobile
have bought online
34
Have paid/ordered using mobile
Have ordered something via
social network sites
95%
11%
5%

35. Convenience & Speed Drive Shopping & Paying
on Mobile
35
Base: 262 (wave 1), 281 (wave 2) (Users of Relevant Mobile Functions)
Q17a. What do you consider to be the advantages of using your mobile/mobile device for activities such as shopping and paying?
“Can do it whilst out and about.”
“Can do wherever..compare prices while in-
store.”
“Its quick and I can do it in my own time.”
“No need to carry cash or (debit/credit)
cards.”
Great when you have a busy lifestyle.”
“Fast payments, fast browsing and
research.”
“Location and 24 hour access.”
“As long as the connectionit later on.”
30%
29%
13%
18%
Quick 10%
On the Go 22%
Convenient 39%
No advantage 23%

36. Security & Screen Inhibit Shopping & Paying
by Mobile
36
Base: 262 (wave 1), 272 (wave 2) (Users of Relevant Mobile Functions)
Q18a. What do you consider to be the disadvantages of using your mobile/mobile device for activities such as shopping and paying?
“Its not always easy to navigate around sites if not
optimised for mobile use.”
“It makes everything very impersonal..no need for
shops/shopworkers.”
“You cant really see what you’re buying and what
size it is.”
“I don’t feel entirely safe/protected.”
37%
13%
7%
13%
Lack/loss Connectivity 3%
No disadvantage 13%
Small Screen 12%
Security 41%

37. Base: 488 (wave 1), 494 (wave 2) (Mobile Users)
Q19a. What types of information and content do you like to read or access via your mobile?
*http://www.digitalstrategyconsulting.com/netimperative/news/2011/06/top_20_uk_apps_google_maps_top_1.php 23/06/11
Top 5 for Mobile Information and Content
37
27%
Social networks
26%
31%
24% 22%
Weather
Music Navigation / Maps
News (Latest Today)
1
29% 27%
33%
26% 24%
2 3
54

38. Base: 223 (wave 1), 239 (wave 2) (Users of Relevant Mobile Functions)
Q17b. What do you consider to be the advantages of using your mobile/mobile device for activities such as reading, listening & watching?
Portability Drives Reading, Listening & Watching
on Mobile Phones/Devices...
“If you’re waiting for something or
someone, you will not be bored.”
“Convenient- would not have to carry around a
book or an MP3 player.”
“Portable, easy to carry around.”
“Relieve boredom while travelling.”
38
22%No advantage 24%
31%
13%
11%
Entertaining 8%
Convenient 13%
On the Go 49%

39. Base: 218 (wave 1), 238 (wave 2) (Users of Relevant Mobile Functions)
Q18b. What do you consider to be the disadvantages of using your mobile/mobile device for activities such as reading, listening & watching?
Screen Size Inhibits Reading, Listening & Watching
on Mobile Phones/Devices...
“it would get uncomfortable reading off a backlit
screen for too long.”
“It would drain the battery.”
“It can become expensive.”
“No signal, expensive and too small to see.”
“I prefer a material book, and a larger screen for
watching programmes.”
39
21%
7%
5%
38%
No disadvantage 20%
Costly 3%
Lack/loss Connectivity 2%
Small Screen 44%

40. Digital
... 4 Key Areas
revolving
around Digital

42. Appendix
42
TabTrack™
Uptake, Usage and Attitudes towards Tablets
SKOPOS TabTrackTM

43. Base: 506 / 39 (wave 2)
T1. Do you own a tablet computer? / T2. Which of the following tablet(s) do you currently own?
T2. Which of the following tablet(s) do you currently own?
n
iPad/2 18
Archos 3
Samsung Galaxy 2
Asus EEE Tablet 2
Acer Iconia 2
Scroll Android 2.1 2
Commtiva 1
Dell Looking Glass 1
Dell Streak 1
Google HTC Tablet 1
Elocity A7 1
LG Optimus Pad 1
HP Slate 1
Others 3
1 in 12 own a Tablet
8% own any tablet computer
Wave 2 only

44. 1 in 25 (4%) own an iPad
44
Base: 500, 166 (w1), 506(w2) (UK Active Digital Society/Apple Product Owners)
M2. Do you own any Apple products?
M3. Which Apple products do you own?
M4. Do you use any of the following regularly?
94%
of owners use regularly
Owners take their iPads
out of their homes ...
Often/
Sometimes
Rarely/
Never
Daily
56%
Leisure
25%
Both
19%
Business
iPad is
used
for
Base: 9 (wave 1), 16 (wave 2)
M7. How often, if at all, do you take your iPad out of your home?
M8. Is your iPad a tool for business or leisure?
NB: Very low base, indicative data only
40%
28%
32%
Waves
1&2
combined
(n=25)
Wave
2

45. Indications tablet interactivity/activity higher than mobile
Send/receive emails on your tablet 65% 16% 14%
Using social networks 65% 9% 21%
Download books 45% 27% 20%
Read books 42% 26% 28%
Order groceries/food/drink 41% 25% 32%
Interacted with TV shows while they were being broadcast 39% 9% 47%
Gamble/bet/lottery/bingo 35% 14% 49%
45
Base: 46 (wave 2)
T3.Thinking about using your tablet, which of the following have you done...
Have no
intention of
doing ever
Currently do
& likely to
do in the future
Likely to do in
the future but
don’t now
ResistanceAcceptance Potential
36%
9%
Mobile
Acceptance

46. Digital
... 4 Key Areas
revolving
around Digital

47. Social Media

48. ChatTRACK™
Social media’s influence on UK society & commerce
48
SKOPOS ChatTrackTM

49. 49
Use Online Social Networks78%
Access via tablet2%
Connected Consumer Overview
Increasing
Access via mobile35%
65% of owners/users

50. Social
Network Sites
All Sites
Used
Mainly
Used
Facebook is still favourite... though Twitter increasing
50
Base: 500, 227 (wave 1), 506 (wave 2),236 (UK Active Digital Society/Users of Social Network Sites)
Q23. Which, if any of the following social network sites, chat forums or online communities have you ever used?
Q24. Which one is your main social network site, chat forum or online community?
Q24a. Do you use (main social network) over your mobile
Other social network
sites include...71%
25%
21%
23%
15%
9%
7%
1%
81%
4%
3%
8%
1%
0%
0%
0%
↓1%
*
↑8%
↓2%
↓2%
↑1%
↑1%
↓1%
↓3%
↓4%
↓1%
↑4%
↑2%

51. Connectors?personal
contacts
business
contacts
154 105
Yahoo! What women want August 2010. Base: 1,581
F1. Social networks visited. F3. How many friends/contacts do you have on your social networking sites?
Women have many connections
AVG # FRIENDS

52. But so do men….
AVG #
FRIENDS
149
95
Collectors?

53. Non Facebook users...why?
Base: 500, 141 (wave 1), 506, 134 (wave 2) (UK Active Digital Society/Non Facebook Users)
Q23. Which, if any of the following social network sites, chat forums or online communities have you ever used?
Q24b. Why do you not use Facebook?
Not Interested
No need
Security/Safety
Risk
Intrusive
Gossip
29%
Don’t use
Facebook
40%
5%
16%
Don’t want to/
Dislike it *
13%

54. Base: 391 (wave 1), 394 (wave 2) (Users of Social Network Sites)
Q25. Which if any, of the following do you do nowadays on or via your personal social network sites, chat forums or online communities?
Key Activities...photo exchanges important
Upload photos to social sites
Read newspapers, magazines
or articles
Download video clips
Download new apps
Research travel or a holiday
Listen to the radio
Order products & services
View photos on social sites
43%
31%
43%
33%
Send/Receive emails
Watch video clips
Download or add new games
Play games
Use instant messenger/chat
33%
31%
35%
23%
7%
7%
7%
8%
4%
8%
5%
37%
36%
34%
24%
8%
7%
7%
6%
6%
6%
6%
Wave
1
Wave
2

55. 8% Say Responded to Social Network Advertising
Base: 391 (wave 1), 394 (wave 2)(Users of Social Network Sites)
Q28. Which of the following types of social network advertising have you recently received or seen on social networks?
Q29. Which of the following types of social network advertising have had an influence on you or made you feel differently about something?
Q30. Which of the following types of social network advertising have you recently responded to (replied to or clicked on)?
An advert on site
A post from a seller
Deals / vouchers
sent to your account
A chat message from
a seller
Most influential
An advert on site
2 A post from a seller
Deals / vouchers
sent to your account
A chat message
from a seller
Most seen/received
A post from a seller
An advert on site
A chat message from
a seller
Deals / vouchers
sent to your account
Never responded to
a social network ad
Most responded to
55
↑2%
↑1%
↑1%
↑2%
8%
↑1%
↑2%
↓2%
↑3%45%
26%
17%
72%
6%
14% 9%
14%
20%
39%
9%
5%
↑1%

56. Digital
... 4 Key Areas
revolving
around Digital

58. QUALITY SHORT FORM VIDEO AND ADVERTISING THROUGH TO 2015

59. growth for all forms of viewing
video online
24.7m
short form viewers
(<5 mins)
£54m (+91%)
video advertising growth
TV
+ 2hrs
linear TV viewing
+16%
ITV ad revenue
Source: Yahoo! Shortcast research, March 2011/IAB/ComScore/Screendigest/BARB/ITV

60. YouTube, Facebook, BBC key players
80%
46%
18%17%
14%13%13% 11%
8% 6% 5% 4% 3%
44%
41%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Youtube
Facebook
ITV
Channel4
SkyNews
Yahoo!
MSN
SkySports
TheSun
TheGuardian
LOVEFILM
AOL
TheTimes
BBCiPlayer
BBCNews
77%
% video users consuming short video monthly
Source: Yahoo! Shortcast research, March 2011

61. sport clip viewing
• time specific
• place specific
live is the aspiration
‘wanted to see the
goals… it’s much
easier and quicker
than MOTD’
(male, aged 45-54)
Source: Yahoo! Shortcast research, March 2011

62. Click here for more
interactivity needs clear benefits
I would like to be able to interact
more with the online videos I watch
41%
disagree
41% unsure18% agree
Source: Yahoo! Shortcast research, March 2011

63. self
15%
social
25%
email
37%
word of
mouth
59%
I tell people about clips
I have seen in person
I forward links to video
clips to friends, family
members or colleagues
via email
I post video clips
on social
networking sites
I email links to
short clips to
myself to watch
later
Social sharing: many touchpoints
Source: Yahoo! Shortcast research, March 2011

64. Digital
... 4 key areas
revolving
around Digital

65. Windmill of
our Minds
Finally, a few foresights….

66. Male interests converging with female
20%
Fashion
46%
Shopping
42%
Personal
Appearance
Younger men more likely to be further down the path
B1. Below is a list of activities related to everyday life and some topics you may be interested in. B2a. And can you do the same for the following hobbies, interests or subjects, selecting which ones you love or
loathe? Base: All men (11,848)

67. Digital: innate to the next generation
147
ENJOY
SOCIALISING
ONLINE
156
INTERNET
WIDENS
CIRCLE OF
FRIENDS
188
ALLOWS YOU
TO BE
DIFFERENT
PERSON
140
3+ DEVICES
TO CONNECT
TO INTERNET
INDEX: Young v older
16 – 24 vs. 45 – 54 year olds…

68. Acceptance of mobile innovations increasing…
Base: 500 (wave 1), 506 (wave 2) (UK Active Digital Society)
QX. Which of the following would you ever be likely to use or accept?
Phones that
give out smells
Phones that
measure heart-rate
Phones that
measure pollution
Phones that
know your mood
Phones that send deals/
discounts dependent on location
29%
Phones with
voice operated applications
Phones with Bar-Code
scanning to source best prices
68
28%
Wave
1
Wave
2
26%
27%
8%
10%
14%
17%
17%
23%
37%
29%
45%
47%

69. Base: 500 (wave 1), 506 (wave 2) (UK Active Digital Society)
QW. What is the one thing that mobile phones should be able to do but they can’t?
Many Mobile Phone Feature/Function Desires....
69
“Withdraw money like an ATM.”
“Get perfect signal wherever you are, instead of having
dead zones.”
“ Have radio signals from all over the world.”
“Make you lose weight.”
“Be able to voice-type a text.”
“Be able to download live music concerts.”
“ Have an isolated partner device so you can locate your
phone remotely even when its turned off/run out of
battery.”
“Recharge themselves.”
“Voice recognition, for security reasons, and ease of access.”
“Bounce without breaking.”
“make the tea”
Anything
Everything

70. Base: 506 (wave 2)(UK Active Digital Society)
QY. What is the one thing that social networks should be able to do but they can’t?
Social Network Desires focus on security, control, choice...
“Definitely more security needed and maybe make it easier for people to
understand the privacy settings - make more user friendly”
“emergency lines for accidents or reporting issues to family.”
“Shut down, thus forcing the individuals who use them to go outside and
meet people.”
“Less intrusive adverts.”
“You should be able to make a "not like" choice as well as "like””
“Loyalty bonuses or discounts”
“100% secure web site.”
“voice messaging and video chat.”
“provide assurance to parents about appropriate content.”
“confidence in security - upfront explanations of how personal identity is
shared.”
“assurance of privacy and data security.”
“automatically block cyber bullying or suspicious activity and report it to
the authorities.”
70

71. 64 63
39 38
17
13
0
10
20
30
40
50
60
70
Laptop Desktop
Computer
iPod Touch /
Archos
Tablet PC Mobile Phone Games
Console
Handheld future for video
status
quo
the
future
Source: Yahoo! Shortcast research, March 2011
%

72. 3D advertising opportunities (in the short term)

73. Thanks a bunch 