UK Mobile Devices Usage and Demographic Round Up by We Are Apps


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An overview of the mobile market and data on smartphone and tablet ownership in the UK, January 2013

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UK Mobile Devices Usage and Demographic Round Up by We Are Apps

  1. 1. UK mobiledevicesusage anddemographicroundupAn overview of recent researchand data on smartphone andtablet ownership in the UK,compiled January 2013. 1
  2. 2. IntroductionSmartphone and tablet usage We Are Apps have collated the The and data on the rise and brands and most recent data and research We also take a look at how sections includedenterprises need to make sure in a single digest. It is intended smartphones are makingthey are up-to-date with the to give you a quick, top-line are: life easier by exploring thechanges in consumer behaviour view of the information you statistics for mobile usage Who uses smartphones,that the devices bring. need to make informed during shopping. which aims to explain who in decisions when planning an the UK is using smartphonesAs ownership explodes, app, mobile campaign or any Finally, as many decision and tablets, how old they areresearch data has often digital communications that makers are considering and what devices they use.lagged behind. Thankfully this could be accessed by whether to create anposition is now being rectified mobile devices. application or whether How they are using them,as research organisations and it’s better to optimise which aims to explaineven government For more in-depth statistics, their website for mobile, what people do with theirdepartments help to shape we encourage you to consult we have also included smartphones and tabletsour understanding of who is the various organisations that a comparison of mobile and especially how addictedusing intelligent mobile have supplied the original data. websites to mobile apps. UK smartphone users aredevices and how they are Each is attributed at the end of to their devices.using them. this document, along with a Ian Malone link to the original report. Managing Director, We Are Where are they using them,This data provides a critical Apps, London, January 2013 which aims to show thatinsight for any marketing people are using their phonesdepartments, entrepreneurs wherever they go, and takes aand creative agencies that closer look at the use of Wi-Fineed to invest in mobile. 2
  3. 3. We Are AppsWe Are Apps is an award-winning, We are always looking for newLondon-based full service mobile, opportunities to work withapp and social media agency. clients to create the apps theyWe have developed apps for want, so if you are interestedleading brands such as Avon call us on 020 7100 9318 or mailCosmetics, Cadbury, Ford and us at enquiries@weareapps.comNews International.One of our apps has recently Contact:been honoured as one of Apple’s‘Best of the App Store 2012’. Tel: Other accolades include, ‘One of 020 7100 9318the greatest 100 apps, ever’ by Email: Apps Magazine and an app of enquiries@weareapps.comours has been featured in Apple’s Website: TV advertising for the iPad. Address: With years of experience in digital 2 nd Floor, Magdalen Housemarketing and advertising we 136-148 Tooley Streethelp brands and creative agencies London, SE1 2TUplan, produce and promote themost effective mobile execution. 3
  4. 4. Table of contentsIntroduction ...................................................... 2 Where are they using them?........................... 12 The impact of Wi-Fi ................................. 13We Are Apps ..................................................... 3 Smartphone data use............................... 15Who uses smartphones and tablets?................. 5 Apps vs. Mobile optimised websites ............... 16 Ownership of smartphones ....................... 5 When apps?............................................. 17 Smartphone take-up by demographic ....... 6 When a mobile website?.......................... 19 Devices being used .................................... 7 To conclude.............................................. 20How are they using them?................................. 9 Sources ........................................................... 21 Smartphone addiction .............................. 9 Smartphone as a shopping tool ............... 10 4
  5. 5. Who uses smartphones and tablets?Generally speaking, there is a constant rise Ownership of smartphonesin smartphone ownership across all ageranges with only the over 60’s showing any Blackberry vs. iPhone vs. Android ownershipclear signs of reluctance. Use by the varioussocioeconomic groups is fairly even too,with only a slight dip from the DE categoryamong males 15-24 but it’s also fair to saythat in the older age segments, the lowerthe social category, the sharper the dipin take-up.There is very strong take-up of smartphonesin the AB socioeconomic group, especiallyamong women in the 25-34 age range,where take-up is a staggering 95%.Tablets are a little way behind smartphonesin take-up and the general age profile and Source: Ipsos MediaCT. From: Tech tracker Q4 2012SEG is older and more upmarket than thegeneral smartphone ownership, something Having reached 50% ownership in 2012, next year will finally see smartphones overtakethat we have seen also with the apps released feature phone ownership in the UK. The iPhone still leads the way but 2013 will be thefor clients in the last 12 months. year when more people own Android powered smartphones. Don’t write off Blackberry just yet. The new BB10 operating system launches early this year, bringing with it a series of new smartphones that have definitely caught up with the leading players in terms of style, power and functionality. 5
  6. 6. Smartphone take-up by demographic Take up of tablet computers by age,Smartphone ownership by gender and SEG, 2012 gender and SEG, 2012Source: Ipsos MediaCT. From: Tech tracker Q4 2012 Source: Ofcom technology tracker 2012. From: Ofcom communications market report 2012Smartphone ownership is broadly above 50% in most age groups up Pre-Christmas 2012, tablet ownership was much lower than smartphoneto 45 for woman and 55 for men, with a distinct drop in ownership in ownership although still impressive with 1-in-10 households owning a tabletthe over 65’s. Older men are far more likely to own a smartphone device. General expectation is that the gap will narrow following significantcompared to their female counterparts, but in the younger age gifting of tablets at Christmas. Like smartphones, tablet ownership is broadlygroups of 15-34 more women own a smartphone. similar across age ranges, with the only significant differences coming in older age groups. Again, as with smartphones, the over 65’s are slower to take up the new digital devices. Although not reflected in these statistics, anecdotal evidence and the sheer number of apps for children indicate that tablet devices are heavily used by the very young. 6
  7. 7. Devices being used % Ownership per operating systemTop 10 devices in the UKSource: Netbiscuits Mobile web metrics, October 2012 Source: Netbiscuits Mobile web metrics, October 2012From: Netbiscuits Mobile Web Metrics Report From: Netbiscuits Mobile Web Metrics ReportThough this graph shows that the iPhone is the most popular device, When looking at the operating systems, you can see that the gap between the iOS devices and Android and RIM (blackberry) devices is smaller than it looks atthe Android market is on the rise. Though that might not be clear first glance when comparing individual devices. This can be better seen whenfrom a top 10 devices list, Androids strength lies in it having more comparing the percentage of installed base’s from 2011 to 2012.variety in models than the iOS phones. 7
  8. 8. UK consumer smartphone installed base Smartphone platform Tablets sold by brand market share of salesAlthough ownership is a useful criteria, it’s also worth looking at which by countrydevices are actually being used, for which it’s a good idea to look at visits towebsites by devices, which gives a more accurate picture of which operatingsystems are being used on a real-time, daily basis. Source: Kantar Worldpanel ComTech, Source: Ofcom research. From: Ofcom from the Guardian, Android is most- communications market report 2012 used Smartphone OS in UK, overtaking Apple, data shows The same can be seen when Pre-Christmas 2012, Apple’sSource: Kantar Worldpanel ComTech, from the Guardian, Android is most-usedSmartphone OS in UK, overtaking Apple, data shows looking at the market share of iPad is the clear king of the each operating system, you can tablets. What will be interestingWhen looking at the installed base Android has overtaken iOS in 2012. Where the see that Android overtakes the iOS is to see what impact theiPhone wins in amount of devices sold, Android is clearly the most used operating in every country except the US. much-lower priced new devicessystem, being available on more devices. Nokia’s Symbion is in sharp decline and Though within the UK they are taking like Amazon’s Kindle Fire willBlackberry’s RIM has only decreased a small bit. The take-out is that iPhone and iPad these sales away from RIM and have in the short term.users are staying loyal to the brand but the same can’t be said of Symbion users, who Symbion, as iOS has also increasedare migrating to Android and, to a lesser extent, Windows Mobile powered devices. in sales compared to last year. 8
  9. 9. How are they using them?Brands and businesses investing in mobile Smartphone addictionneed to understand how the devices arebeing used. Unfortunately, the research Activities conducted on a smartphone by GB adultscompanies have too broad a remit to digdown into how devices are used in brand-centric terms, beyond the too-simplistic‘downloading apps’. For example, wheredoes the Nike+ fitness app or an insurancecompany’s claims helper app fall into thecategories below?As there’s little ready-available data on howthe devices are being used beyond generalistcategories below, we’ve taken a look at theimpact smartphones are having on day-to-daylives – how important the always-on deviceis in people’s lives and how they are usingthe devices to replace other media.Smartphones are also starting to take over Source: Ofcom omnibus research, March 2012. From: Ofcom communications market report 2012the role of other media devices as moreand more people are browsing the web The standout category here is ‘Social networking,’ something we’ve seen from our ownor watching videos on their smartphones. app activities. Brands can use social media tools within their apps and mobile websites to engage users and give them quick ways to share their interactions with a wider audience. 9
  10. 10. Activities conducted less on other devices since Smartphone asgetting a smartphone a shopping tool Retailers are taking notice of smartphones as the devices drive a distinct change in behaviour from consumers, with 1-in-2 UK shoppers using their smartphone during the purchase process.Source: Ofcom omnibus research, March 2012From: Ofcom communications market report 2012Possibly more relevant than ‘smartphone addiction’ is the subject of devicemigration. Clearly, the hugely rich features of the smartphone and tablet aregiving users quicker and easier access to functions delivered by other devices.Though this doesn’t mean that people are completely moving away fromthose devices, the Smartphone is slowly filling up some of the roles thesedevices play. 10
  11. 11. Activities conducted on a smartphone while Mcommerce activities performed by UKout shopping smartphone users, July 2012Source: Ofcom omnibus research, March 2012 Source: ComScore mobilens, “the UK mobile retail landscape”From: Ofcom communications market report 2012 From: Emarketer, who is the UK mobile shopper?57% of Smartphone users use their phones for various purposes during It’s obvious that users will be using the mapping features of theirshopping. People want to make their shopping experience easier, smartphones to find their way to relevant stores. What is morecompare products, look up info of the products and even show their surprising is the relatively high percentage of users who are usingfriends the products for approval. small-screen devices to purchase items through apps and websites. This could be driven by lack of access to desktop devices at key times like lunchtimes, the greater privacy offered by the smaller screens, the speedier access to shopping baskets when out-and-about or a combination of all three. 11
  12. 12. Where are they using them?There are no limitations as to where Where we use our smartphonessmartphones are being used. When theyaren’t in a Wi-Fi zone they can use their 3G Source: Ipsos MediaCT,or now 4G connection to get online virtually “Our mobile planet: UK”anywhere. This, of course depends on gettinga decent signal and while OFCOM may claim If the 16% using95% coverage of the UK population, practical smartphones at schoolexperience demonstrates the missing 5% is a surprise, you may becovers most of the countryside and many shocked by other researcha football stadium and wine section of that has shown 5% ofthe supermarket… primary school children have their own iPhone.According to research done by Ofcom, 81%of the Smartphone users have their phoneswitched on all the time, even when theysleep. 51% of adults use their phones whenthey are socialising with others and 23%during mealtimes, even 22% of adults admitusing their phones in the bathroom.Source: Ofcom, “A nation addictedto Smartphones” 12
  13. 13. The impact Location of Wi-Fi use on a smartphoneof Wi-FiSource: CNet UK, Crave,“Tube Wi-Fi to cost £15 permonth unless you’re on Virgin,Vodafone or EE”Wi-Fi is important forsmartphone users as dataplans can be expensive, a factbeing picked up on by anincreasing number of retailers,restaurants and entertainmentvenues. For the Olympics,London Transport opened upfree Wi-Fi in several LondonUnderground stations andbecause of the success they Source: YouGov SMIXhave upgraded to more From: Ofcom communications market report 2012stations. So far 800,000 peoplehave signed up for the free We’re not sure of the distinction between ‘public places’ and ‘out and about,’ but the clear inference is whenWi-Fi service. That’s one in Wi-Fi is made available, users jump on to take advantage of the quicker speeds and more reliable internetevery ten Londoners. connection. Providing Wi-Fi could be an important part of building brand loyalty or even help to tip the user towards purchase by giving ready access to the brand’s online services. 13
  14. 14. How wider access to free Wi-Fi in public locations Importance of smartphones for internet accesschanges smartphone use Source: Ofcom omnibus research, March 2012Source: KineticWW From: Ofcom communications market report 2012From: ”Smart devices increasingly influence out of home behaviour as ownershipsees Christmas surge.” The amount of people that find internet access on their phone more important than internet access on other devices has also risen since 2011. As browsing the internet on the phone is winning ground over browsing on our PC’s and laptops. 14
  15. 15. Smartphone data usePercentage of respondents using each range of allowance Source: YouGov SMIX From: Ofcom communications market report 2012 The amount of people with a Data cap bigger than 500MB is over 50% showing that it’s still important for people to have plenty of access to the Internet while not in a Wi-Fi zone. 15
  16. 16. Apps vs. Mobile optimised websitesIf you want to take your company There are pros and cons to both. The stats that follow can only offerto the mobile web you will probably Native apps are more expensive in insights into how the time to act isconsider whether you should the short term but offer a better now. You may find the final slide ofdevelop an app or a mobile website. user experience. Web apps and most interest as it gives an insightBoth have their advantages and mobile websites are initially more into which channel users preferdisadvantages over each other cost effective at reaching more when carrying out specific tasks.that should be considered when users on multiple operating systemsdeciding which one fits your goal but don’t have as much access tothe best. the richer functionality offered by devices. The question of whichSurprisingly, you may think, for a route to go down - or rather whencompany with the word apps in to go down each route - can’t beits name, we are agnostic when it answered here; that requires acomes to choosing between apps planning exercise where useror mobile websites. Actually, we behaviour, brand KPI’s andbelieve that most brands will realise outcomes and other marketingthey can take advantage of both objectives need to be considered.opportunities to give users relevantexperiences that integrate into busylifestyles and the increasing urgefor entertainment. 16
  17. 17. When apps? UK app users, 2010-2012Apps allow for more Source: Mobile Squaredinteractivity, you can make From: “Mobile market trends”apps interact with almost allthe features that the phoneoffers like accelerometer,the camera and GPS.Apps also aren’t limitedby a browser.73% of users also expect appsto be easier to use than amobile website.Source: Harmony, “Mobile site UK mobile app users by usageor mobile app?”If you want regular activity Source: Mobile Squaredand interactivity then apps From: “Mobile market trends”are also the better choice,apps also offer the possibility When looking further into theof offline use. usage though, you can see that there is a significant increase inSource: HSWsolutions, app usage as apps become more“Mobile website vs.Mobile app: which is the popular and a part of people’sbest for your organization”. daily life. 17
  18. 18. UK mobile app revenuesSource: Mobile SquaredFrom: “Mobile market trends”App revenues have increased by more than 1/3 since 2010 as more andmore apps are being released into the app stores. The interesting point isthat the dominance of games is reduced as more productivity and lifestyleapps (think recipe apps) are released. 18
  19. 19. When a UK mobile internet users by usagemobile website?More companies are optimisingtheir websites for smartphonesas their analytics show them thattheir customers are using thedevices in greater numbers.The advantage mobile websiteshave over apps, is that onceproduced they can be used on allplatforms, rather than beinglimited to only one like most apps.Source: Harmony, “Mobile siteor mobile app?”If you already have a currentwebsite it is relatively inexpensiveto convert it to a mobile website,and requires considerably lesseffort than creating an app. Source: Mobile Squared From: “Mobile market trends”Plus users don’t have to downloadyour website to use it and can Mobile internet usage is on the rise, people are using their smartphones to go online andaccess it immediately. having a good mobile optimised website will increase the chances of people using yourSource: Marketingland, “Taking your website on their phones, compared to not having an optimised mobile, mobile web or app” 19
  20. 20. To conclude Preference of Mobile browser or Mobile appIf you are looking for something relatively cheap to produce then a mobilewebsite is probably for you, but If you want something that the user canreally interact with and represents your brand at its best, then you arearguably much better off with an app.Obviously, not every brand can afford to produce a native app for everyoperating system and also ensure mobile web visitors are getting theoptimal online experience. Inevitably there will be compromises at thestage of available budgets, but increasingly sales and marketingdepartments will be given the appropriate amount of financial supportas businesses realise the significant change in consumer behaviourand the opportunity servicing mobile users brings.So our final slide may help product and brand managers decide whereto allocate precious budgets as it demonstrates exactly how usersthemselves choose between the two channels. Source: MDG infograph, “Should you build a mobile app or mobile website” From: Marketingland, “Taking your business mobile, mobile web or app” 20
  21. 21. SourcesAll copyrights for statistics and Ensuring you get the most out of report 2012,http://stakeholders. CNet is a tech media website that the Netbiscuits Platform, we provide publishes news, articles, blogs, andtheir graphic representations are a wide range of professional services cmr/cmr12/CMR_UK_2012.pdf podcasts on technology andacknowledged to be owned by including technical consulting, consumer electronics.the following organisations: development and customization, • Source: ComScore mobilens, managed hosting and training. “the UK mobile retail landscape”, • Source: Ipsos MediaCT, “Our mobile• Source: Ipsos MediaCT, from: Emarketer, who is the planet: UK”, http://www.thinkwith from: Tech tracker Q4 2012, • Source: Kantar Worldpanel ComTech, UK mobile shopper?, from the Guardian, Android is /studies/our-mobile-planet- researchspecialisms/ipsosmediact/ most-used Smartphone OS in UK, (S(ixljszjhzqs4zc35cnwcfnjb)) United-Kingdom/ customresearch/technology/ overtaking Apple, data show, /Article.aspx?R=1009388 techtracker.aspx Ipsos is an Ipsos is an innovative, innovative, entrepreneurial, technology/2012/feb/21/ comScore gives top agencies the entrepreneurial, client-focused client-focused organisation, android-smartphones-os-uk-apple analytics advantage to adapt, organisation, providing research providing research services optimize and engage at the services to clients on a global basis to clients on a global basis Kantar Worldpanel is the world forefront of digital. leader in consumer knowledge • Source: KineticWW, from: ”Smart• Source: Ofcom* technology and insights based on continuous • source: Ofcom*, “A nation addicted devices increasingly influence out tracker 2012, from: Ofcom* consumer panels. to Smartphones”, http://media. of home behaviour as ownership communications market report 2012, sees Christmas surge.”, • Source: Ofcom* research, from: nation-addicted-to-smartphones/ binaries/research/cmr/cmr12/ Ofcom communications market en-GB/home/our-current-thinking CMR_UK_2012.pdf report 2012, http://stakeholders. /NewsRoom/2012/01/19/ • Source: CNet UK, Crave, “Tube Wi-Fi to cost £15 per month unless you’re Smart_devices_increasingly _• Source: Netbiscuits Mobile web cmr/cmr12/CMR_UK_2012.pdf on Virgin, Vodafone or EE”, http:// influence_out_of _home_behaviour metrics, October 2012. from: _as_ownership_sees_Christmas Netbiscuits Mobile Web Metrics • Source: Ofcom* media literacy to-cost-15-per-month-unless-youre- _surge.aspx Report, research, fieldwork carried out on-virgin-vodafone-or-ee-50009951/ mobile-web-metrics-report-2012 by Saville Ross, iter-base, from: Ofcom communications market* Ofcom is the communications regulator. We regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices 21
  22. 22. Kinetic Worldwide is the world’s Billmonitor is an independent and Human Service Solutions specializes largest planner and buyer of impartial service that helps mobile in website development and Internet Out of Home media and the global phone users save money with its marketing strategies that empower leader in understanding how brands unique bill analysis and mobile price organizations of all types to connect can connect with people’s lifestyles comparison calculato with target audiences, reach and the environments they strategic goals, and solidify engage with. • Source: YouGov SMIX, from: Ofcom* a professional identity. communications market report 201,• Source: Mobile Squared, • Source: Marketingland, “Taking your from: “Mobile market trends”, binaries/research/cmr/cmr12/ business mobile, mobile web or app”, CMR_UK_2012.pdf pdfs/mobile_market_trends_uk.pdf your-business-mobile-mobile- YouGov is an international, website-or-app-23306 mobileSQUARED provides specialist full service online market research which enables brands, research agency offering custom Marketing Land is a news and agencies, the public sector and research, omnibus, field and tab information site covering internet mobile industry to access, and services, qualitative research, marketing, marketing issues and the engage with, the mobile consumer. syndicated products and market online marketing industry. intelligence reports.• Source: Ofcom* omnibus research, • Source: MDG infograph, “Should you March 2012, from: Ofcom* • Source: Harmony, “Mobile site or build a mobile app or mobile website” communications market report 2012, mobile app?”, http://www.harmony. from: Marketingland, “Taking your business mobile, mobile web or app”, binaries/research/cmr/cmr12/ mobile-app/ CMR_UK_2012.pdf your-business-mobile-mobile- Harmony does Augmented Reality website-or-app-23306• Source: Billmonitor, from: Ofcom* Development and Digital Design communications market report 201, and Marketing Marketing Land is a news and information site covering internet binaries/research/cmr/cmr12/ • Source: HSWsolutions, “Mobile marketing, marketing issues and CMR_UK_2012.pdf website vs. Mobile app: which the online marketing industry. is the best for your organization”., services/mobile-web-development /mobile-website-vs-apps/* Ofcom is the communications regulator. We regulate the TV and radio sectors, fixed line telecoms, mobiles, postal services, plus the airwaves over which wireless devices 22