U.S. Data: Global Mobile Consumer Survey. 41% of subscribers would be willing to pay more for substantively faster wirel
Global Mobile Consumer Survey U.S. Edition October 2013
The 2013 Global Mobile Consumer Survey:
37,600 responses, 20 countries, four continents Russia
Finland
Belgium Netherlands Germany United Kingdom
Japan Portugal
United States
Spain
S. Korea
France
China
Turkey
Singapore Mexico
India Indonesia Brazil
Argentina
1
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
About the Global Mobile Consumer Survey and U.S. data • The survey was commissioned by Deloitte’s global Technology, Media and Telecommunications (TMT) practice. It is based on an online survey of consumers across 20 countries. The survey was fielded by an independent research firm between May-July 2013 and yielded 37,600 responses globally. • This Global Mobile Consumer Survey presentation highlights findings from the United States survey results. In the U.S., the survey yielded 2,000 respondents. This presentation offers insight into consumer purchasing habits, wants and trends in the U.S., with a focus on mobile devices and services. The survey includes five age groups:
18-24
25-34
35-44
45-54
55+
As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting.
2
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
About the Global Mobile Consumer Survey and U.S. data • Survey responses for all countries, including the U.S., are weighted to the U.S. population (2011 U.S. census data). • The survey is now in its third year and includes selected trending data for 2012 and 2013. When relevant, we have included trending data to show changes in consumer behavior and opinions. • Globally, the question set for this survey was standard, except where information about the local market was specifically requested. For example, in the United States, we asked additional questions about BYOD (Bring Your Own Device) trends. U.S. questions were asked in English. Questions pertaining to spend were all asked in local currency.
3
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Wi-Fi is the predominant Internet connection across portable devices in the U.S. Thinking about how you connect your devices to the Internet, which type of connectivity do you use most often?
93 93 94 71 64 %
%
%
%
%
1 Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et imperdiet. Integer laoreet pr etium mi. nec iaculis libero elementum sed. Sed ut viverra eros. Fusce ultrices dapibus odio nec semper. Ut sollicitudin mattis magna, eu rhoncus turpis commodo et. Pellentesque vestibulum sagittis egestas. Sed semper metus elit. Sed in risus vitae. Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et ligula imperdiet. Integer laor eet.
Tablet
5
%
eReader
5
%
Laptop Computer
4
Broadband, Wi-Fi/Fixed
%
Large Smartphone
Smartphone
27 34 %
%
Mobile Network
Base: Total respondents that connect to the internet using their portable devices ,1,921; Tablet 519; eReader 130; Laptop Computer 1231; Large Smartphone 55; Smartphone 826 4
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
41% of subscribers would be willing to pay more for substantively faster wireless speeds How much would you be willing to pay if your wireless carrier would offer you speeds between 3 to 5 times higher than your current speeds?
8 11 22 55 4 %
$30
%
$20
%
$10
%
%
Not willing to pay any more
I don’t know
Base: Total respondents – All those who want faster wireless download speeds: 639 5
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Performance is the key driver when choosing Wi-Fi over mobile networks For which of the following reasons do you use Wi-Fi to connect to the Internet instead of your mobile carrier’s network (2G, 3G or 4G/LTE)? All figures in %
Subscribe to 4G/LTE
Do not subscribe to 4G/LTE
Faster speeds
49 49
38 48
Faster response time (e.g., when browsing)
38 38
36 36
To save money on my mobile phone bill
36 36
37 37
To save on my monthly internet allowance from my mobile carrier
38
33
A more reliable connection
36
31
It uses less battery
23
22
Poor or lack of 3G/4G coverage in general
21
18
Criteria / Reasons 1
2
Base: Total respondents who connect to Wi-Fi on their mobile 747, Respondents that subscribe to 4G 331, Respondents that do not subscribe to 4G 416 6
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Use of Wi-Fi is increasing outside out of home and work use In which of the following Wi-Fi enabled places do you use your phone to connect to Wi-Fi?
The findings imply that the use of Wi-Fi at home and at work is being augmented by use in more social settings, creating new dynamics and potential interactions among consumers.
86% 83% 51% 54% 37% 44% 35% 34% 17% 20% 2012
2013
At home
2012
2013
When out and about
2012
2013
2012
At someone else’s home
2013
At work
2012
2013
At place of study
Base: Total respondents using Wi-Fi to connect to the internet on their mobile (2013) 747, (2012) 501 7
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Device cost is #1 for standard phone owners; last for smartphone owners When choosing your current phone, which, if any, of the attributes did you consider to be most important? 2013 Results – Standard Phone vs. Smartphone Selection Criteria
Standard phone
All Smartphone respondents
Phone size
34
40
37
Cost of monthly service plans
37
37
37
Battery life
27
40
35
Design (look and feel)
25
40
34
Device brand
18
38
30
Lower cost of device
40 40
20
28 28
Touchscreen usability/availability
7
41
27
The operating system in use
6
40
26
Camera quality and usability
11
35
25
All figures in % Base: Total respondents who use... Any phone 1,698; Standard phone users: 698, Smartphone users: 999 8
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
App downloads and per-app spending has decreased year-over-year, with the biggest reduction in tablets
Device
Year
How many apps do you download in a typical month?
2012 2013 2012 2013
2.65 2.31 3.05 2.37
How much do you spend per month on apps and other downloadable content?
$1.75 $1.29 $3.51 $1.72
Per App
2012 per app spending:
$0.66 2013 per app spending:
$0.56 2012 per app spending:
$1.15 2013 per app spending:
$0.73
Base: Graph 1 & 2 Total respondents who have downloaded apps in the last 12 months. For 2012: Tablets (334), Smartphones (647), for 2013: Tablets (520), Smartphones (966) 9
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
This decline in app downloads is consistent across other countries How many apps do you download in a typical month? (smartphone users only)
United States 2.65 / 2.31
2012 2013
Mexico 5.68 / 4.89 Argentina 6.09 / 5.03
Brazil 7.88 / 4.99
Base: Smartphone owners who downloaded apps in the last 12 months (2013, 2012): Argentina 733, 337, Brazil 508, 540, Mexico 862, 475, US 868, 664 10
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Executive Summary: many employers have BYOD policies – providing reimbursement and support for personal devices
45%
69%
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51% nec iaculis libero elementum sed. Sed ut viverra eros. Fusce ultrices dapibus odio nec semper. Ut sollicitudin mattis magna, eu rhoncus turpis commodo et. Pellentesque vestibulum sagittis egestas. Sed semper metus elit. Sed in risus vitae. Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et ligula imperdiet. Integer laor eet.
…of companies have BYOD policies
11
…of employees who work where BYOD policies are offered primarily use their personal device on the job – with significantly more males and younger age demographics adopting
U.S. Data: Global Mobile Consumer Survey
58% …of personal device users receive the same or more reimbursement amount from their employers
…of personal device users do not encounter challenges as a results of using a personal device at the workplace
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Almost half of companies have BYOD-friendly policies Does your employer currently have a policy that allows use of personal devices in the workplace?
Response Options Yes - and I use a personal device as my primary work related mobile device Yes - but I use my personal device secondary to another company provided device Yes - but I opt to use a company provided device instead No - my employer does not allow personal devices to be used for work related activities My job does not involve the use of mobile devices for work related activities
23 23 13 13
45%
99 18
23
Don’t know
5
None of the above
9 All figures in %
Base: Total respondents who work and own at least one portable device: 1,921 12
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
58% of personal device owners receive the same or more reimbursement as a result of using their personal device at work Does your employer’s reimbursement policy differ if the device is personal or company provided?
38 20 26 11 %
The company provides the same reimbursement for personal devices
%
%
I receive more I receive less reimbursement reimbursement with my personal with my personal device device
58
%
I don’t know
%
Base: Total respondents who have an employer who reimburses costs: 173 (Those who chose ‘None of the above’ are excluded in the chart above) 13
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Most personal-device users do not encounter technical or support challenges as a result of BYOD Have you ever encountered any challenges as a result of using your own device as opposed to a company approved / provided device?
69 21 13 %
No challenges
%
%
Support challenges
Technical challenges
6
%
I don’t know
Base: Total respondents who use personal devices in the workplace: 535 14
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
While NFC has a small user base, its numbers are growing and its users show commitment to the technology Does your phone have NFC technology?
12%
12%
103%
Have you used the NFC capability on your device during the last month?
62% No
62% 28% 10% NO
Don’t Know
34% Yes
Yes
Increase/Decrease in % Y-Y change (2012 – 2013)
4% Don’t Know
Base: Total respondents: (2012) 1722, (2013) 1752 15
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Significantly more males have – and use – NFC technology Does your phone have Near Field Communication (NFC) technology? Yes
No
Don’t know
Male
13
60
26
Female
7
63
30
All figures in %
Have you used the NFC capability on your device during the last month? Yes
No
Don’t know
Male
39 39
56
6
Female
26 26
71
3
All figures in %
Base: Total respondents: (2012) 1722, (2013) 1752 16
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Tablet growth is skyrocketing among 25-34 year olds and smartphone growth is still strong; 55+ shows the second-highest growth Which of the following portable devices do you own or have ready access to? Smartphone ownership by age group
+23%
+41%
+20%
+13%
Tablet ownership by age group
+29%
+29%
Y on Y device penetration growth rate
18-24
25-34
35-44
45-54
+74%
+33%
+40%
+45%
Y on Y device penetration growth rate
55+
18-24
25-34
35-44
45-54
55+
2012 2013 2012 2013 2012 2013 2012 2013 2012 2013
2012 2013 2012 2013 2012 2013 2012 2013 2012 2013
Smartphone penetration rate
Tablet penetration rate
58 71 54 76 55 66 41 46 24 31
25 32 24 41 28 37 21 30 17 24
All figures in %
All figures in %
Base: Graph 1 & 2 Total respondents (2012) 2,022, Total respondents (2013) 2,000 17
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
In 2013, the tablet is the device with the fastest growth in ownership, well above smartphones; tablet/smartphone replacing other devices Which of the following portable devices do you own or have ready access to?
1 Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et imperdiet. Integer laoreet pr etium mi. nec iaculis libero elementum sed. Sed ut viverra eros. Fusce ultrices dapibus odio nec semper. Ut sollicitudin mattis magna, eu rhoncus turpis commodo et. Pellentesque vestibulum sagittis egestas. Sed semper metus elit. Sed in risus vitae. Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et ligula imperdiet. Integer laor eet.
Tablet
48% 2012
2013
Smartphone
eReader
Laptop
Netbook
Digital camera
29%
5%
3%
9%
13%
2012
2013
2012
2013
2012
2013
2012
2013
2012
2013
Music player
Portable games player
Portable video player
Standard phone
14%
15%
22%
25%
2012
2013
2012
2013
2012
2013
2012
2013
43
37
20
17
27
21
56
42
Device penetration
21
31
41
53
19
20
67
69
11
Increase/Decrease in % Y-Y change (2012 – 2013)
10
45
39
All figures in %
Base: Total respondents (2012) 2,022, Total respondents (2013) 2,000 18
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Tablet use drives more smartphone use but less laptop use Since you have owned a tablet, do you use your ...
20 43 34 3 %
Laptop
More frequently
%
Same amount
%
Less frequently
%
Don’t know
27 50 19 4 %
More frequently
%
Same amount
%
Less frequently
%
Don’t know
Smartphone
Base: Total respondents who own both a smartphone and a tablet : 437 Base: Total respondents who own both a laptop and a tablet : 494 19
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Tablets and smartphones have unique usage profiles In the last week, for which of the following activities did you use your device? (Top 18 activities) Activities
Smartphone
Rank
Tablet
Rank
73% 63% 60% 56% 41% 36% 35% 33% 33% 29% 23% 22% 18% 15% 11% 10% 9% 8%
1 2 3 4 5 6 7 8 8 (t) 10 11 12 13 14 15 16 17 18
50% 43% 45% 20% 17% 22% 28% 37% 36% 17% 23% 18% 8% 11% 17% 30% 20% 17%
1 3 2 10 (t) 13 (t) 9 7 4 5 13 (t) 8 12 18 17 13 (t) 6 10 (t) 13 (t)
Email (for work, or personal) Social networks Using search engines Taking photos and video Navigation or maps Online banking News and sport websites Browsing retailers websites Playing games offline Listening to music saved on device Playing games online Listening to online radio Streaming music Online payments Buying goods Reading books Streaming/Watching TV or Movies online Watching TV/movies/video saved on your device
Base: Total respondents (2013) Smartphone – 999, Tablets – 624 20
U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
To learn more
This overview contains just a small percentage of the data gathered in this year’s survey. For more information, please contact: Press inquiries: Anisha Sharma +1 917 464 3713
[email protected] Sam Johnston Hill & Knowlton Strategies +1 212 885 0499
[email protected]
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U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.
About Deloitte Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see www.deloitte.com/us/about for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest clients under the rules and regulations of public accounting. Copyright © 2013 Deloitte Development LLC. All rights reserved. Member of Deloitte Touche Tohmatsu Limited
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U.S. Data: Global Mobile Consumer Survey
Copyright © 2013 Deloitte Development LLC. All rights reserved.