Users want smartphones that allow texting, browsing the web, downloading apps, using social media, and listening to music. Younger users are more likely to download apps, while older users have pre-loaded apps. Android and Apple dominate the OS market. Few users currently make purchases on their phones, but many change buying decisions based on phone comparisons. Younger women are more open to mobile payments.

1. WHAT SMARTPHONE
USERS WANT?

2. 1. the user is...
2. he likes this device more
3. this operating system is better
4. he uses the phone for...
5. these users pay with the phone
6. shopping with the phone
7. conclusions

3. ... and the user is

4. www.evolvedata.com
Age
53%
35%
22%
20%
3%
Gen X (35-46) Young Boomers (47-56) Old Boomers(57-65) Silent Generation (66-74) G.I. Generation (+75)
Source: PewInternet

5. www.evolvedata.com
DEVICE
brand
Source: Comscore

6. www.evolvedata.com
OS
5%
Microsoft
16%
BlackBerry 46%
ANDROID
28%
APPLE Source: Comscore

7. www.evolvedata.com
...the phone is USED for
72%
44% 44%
33%
29%
29%
Text messages Use of the browser Download apps Social netorks/ blogs P;ay games Listen to music
Source: Comscore

8. www.evolvedata.com
Apps on my phone? Really?!
43%
38% 38%
29%
May 2010
August 2011
Users who downloaded Users with apps preloaded
apps to their phones to their phones Source:

9. www.evolvedata.com
Mobile Payments by Age
37%
35%
28%
25% 25%
20%
16%
yes
10% no
Source: Federal
18 - 29 30 - 44 45 - 59 60+ Reserve Bank

10. www.evolvedata.com
Mobile payments by gender
55%
52%
47%
45%
Female
Male
YES NO Source: Federal Reserve Bank

11. www.evolvedata.com
Shopping
Only 16% of smartphone users shop from
their phone
16% 48%
48% of smartphone users engage in
comparison-shopping with the help of their
Source: Federal Reserve Bank
phones

12. Conclusions:
The smartphone user is most probably younger than 46
Android and Apple's iOs are the safest bets in terms of operating systems
Younger women are more prone to buy/ shop with the mobile
Though only a small percent (16%) of smartphone users buy with their
phone, beware! they do change their buying decision with the help of the
phone
www.evolvedata.com