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Smartphones: New User Paradigms and Behaviors

Mind Commerce Publishing
January 1, 2012
231 Pages - SKU: CCJQ6766151

Abstract Table of Contents Search inside this report Related Reports

The Smartphone market is currently the fastest-growing segment and it will continue to outpace the overall handset market for the foreseeable future. User friendly platform and evolving user behavior pattern are responsible for its exponential growth. In the past few years Smartphone sales have grown exponentially. In 2011, 472 million Smartphone were sold worldwide. This is expected to rise to 1 billion by 2016. Smartphones now account for 17% of all global mobile handset sales. Particularly in the USA, 43% end-users have Smartphone which is equivalent to France, Germany, Italy, Spain and the UK.

Among the four major operating platforms Android leads the market with 47% market share beating Apple's who has 29%. However 57% mobile operating profits are in Apple's basket. The user behavior pattern has also experienced a major shift from voice to data centric in last year and sleek design of handset. Usage and growth in social networking, mobile payments, and many expected other non-voice applications driven by LTE are expected.

This research addresses:

Top Smartphones and innovations in 2011
Smartphone user behavior pattern evolution
Top smartphone functions for end-users
Relationship between mobile growth and smartphone user behaviors
Leading demographics (by gender / race / nationality) for usage
New dynamics of smartphone user behavior
Impact of mobile marketing
Relationship of applications market to smartphone user behavior
Smartphone business models
Actions that stakeholders should take for optimal success in smartphone marketplace

Key Findings:

We project 20% of smartphones will support NFC by 2014
Mobile commerce will become $31 billion business by 2016
We see 74% of mobile search leading to a purchase because of smartphone
Mobile marketing spend will reach $56.5 billion in 2015

Statistical snapshots:

50% smartphone users purchase via mobile
45% of smartphone users check email constantly throughout the day
32% of smartphone users check Facebook at least once per day
78% of Japanese smartphone users browse online from their mobile
90% of smartphone users search local information in US and Japan
76% of smartphone users utilize location check-in services
56% of smartphone usage is with applications
60% of end-users connect to social networks via mobile

Audience:

Mobile network operators
Handset and mobile device manufacturers
Infrastructure providers (equipment, software, and services)
Content providers and intermediaries
Semiconductor manufacturers
Mobile commerce application and service providers
Mobile applications developers (general)
Brands, advertisers, portals, and media companies

1.0 Executive Summary
2.0 Introduction: 2.1 What Is Smartphone?; 2.2 What Makes A Smartphone Smart - Key Smartphone Features?; 2.3 History Of Smartphone; 2.4 Mobile Phone Growth And Smartphone
3.0 Top Ten Smartphones 2011: 3.1 Number 1: Samsung Galaxy S Ii; 3.2 Number 2: Motorola Droid Bionic On Verizon; 3.3 Number 3: T-mobile Lg G2x; 3.4 Number 4: Apple Iphone 4; 3.5 Number 5: Htc Evo 3d; 3.6 Number 6: Htc Thunderbolt; 3.7 Number 7: Sony Ericsson Xperia Play; 3.8 Number 8: Google Nexus S And 4g; 3.9 Number 9: Hp Pre 3; 3.10 Number 10: Dell Venue Pro
4.0 Top 10 Smartphone Innovations Of 2011: 4.1 Processors; 4.2 4g; 4.3 Android Ice Cream Sandwich, Ios5… And Wp7 Mango; 4.4 Siri; 4.5 Html5 And The Death Of Adobe Flash For Mobile; 4.6 Near Field Communication (Nfc) And The Launch Of Google Wallet; 4.7 Dlna And Wifi Direct In Smartphones; 4.8 Mirasol Screen Technology; 4.9 Nokia’s Long-awaited Comeback And Amazon’s Mobile Debut; 4.10 Best Of The Rest
5.0 Smartphone User Behavior And Future Trend: 5.1 Understanding Smartphone User Behavior & Key Insights; 5.2 Smartphone Users More Digitally Active; 5.3 Global Country Facts: The Smartphone User & The Mobile Marketer; 5.4 Using Google Analytics To Understand Smartphone User Behavior; 5.5 Mobile Experience And Mobile Consumer Preference Indicator; 5.6 Smartphone Consumer Behavior: Few Interesting Fact; 5.7 Evolving User Behavior Will Propel Mobile Search; 5.8 Smartphone User Behavior And Mobile Email Strategy Shift
6.0 Smartphone Market Share: 6.1 Smartphone Market Share; 6.2 Market Share By Operating Platform; 6.3 Customer Loyalty By Operating Platform; 6.4 Market Share By Manufacturer; 6.5 Us Manufacturer Market Share Analysis; 6.6 Customer Loyalty By Manufacturer; 6.7 Global Handset Market Share Analysis; 6.8 Apple Vs. Android Battle Continues…; 6.9 Smartphone Market Share, Android & Global Market Focus 2012; 6.10 Android: 2012 Expectation; 6.11 4g, Lte, & Wimax Smartphone, 3g Explosion In Asia, And 245 Million Handset Shipments In 2016
7.0 Future Of Smartphone In 5-10 Years: 7.1 Next Gen Mobile: The Future Is Pmc (Personal Mobile Computer); 7.2 Flexible Smartphone Designs; 7.3 Wristwatch Phones; 7.4 Nfc Chips In Smartphone Hardware; 7.5 Augmented Reality; 7.6 Artificial Intelligence; 7.7 Powerful Chipsets; 7.8 Going Green; 7.9 Smartphones: The Future Of Satellite Radio, A Sirius Xm Case
8.0 Smartphone Growth And Top Functions: 8.1 Top 10 Essential Smartphone Functions: Texting Has Clear Lead; 8.2 Data Usage By Mobile Operating System: 89% Y--o-y; 8.3 43% Yoy Data Costs Drop; 8.4 Smartphones: 68% Of Impressions; 8.5 Next Smartphone, Android Or Ios?; 8.6 Android Gets Half Of Sales; 8.7 Apple Ios Has More Share Of All Devices; 8.8 Us Non-computer Traffic 2011; 8.9 Music Listening Up 14%, Surfing Up 6%; 8.10 Mobile Social Networking Up 10%; 8.11 Content Usage: All Growth Solid Between 5%-10%; 8.12 76% Use Location Check-in Services; 8.13 Phone Video Viewing Equal With In-car
9.0 Mobile Internet, Smartphone And User Behavior: 9.1 123% Growth In Mobile Purchasing 2009 Vs. 2010; 9.2 Mobile Banking, Navigation To Grow 2011; 9.3 Device “look” And Brand Are Influential; 9.4 Tablets Users Are Online Shoppers; 9.5 Tablet Owners Make More Purchases; 9.6 Half Make Purchases With A Smartphone; 9.7 25% Would Pay For Groceries; 9.8 Security Of Mobile-pay A Big Concern; 9.9 Mobile Browsing In-store Grows 78%
10.0 Mobile People And Smartphone User Behavior: 10.1 Men Double Mobile Purchasing Y-o-y; 10.2 Fewer Women Purchase, Browse; 10.3 Both Genders Clicking More Ads; 10.4 Hispanics Have Higher Mobile Use; 10.5 Hispanics Search More Via Mobile; 10.6 Hispanics Search More Via Mobile; 10.7 Growing Up Digital, Kids Impact Usage; 10.8 Families, Young Adults Equal Boomers; 10.9 Mobile Shoppers Are Young, Wealthy; 10.10 Young React More Frequently To Ads; 10.11 61% Of M-retail Shoppers Are Under 35; 10.12 13.1 Million Mobile Consumers Perform Mobile Retail; 10.13 Younger Shoppers Recommend Via Sms
11.0 Smartphone User Behavior Paradigm Shift: 11.1 General Smartphone Usage; 11.2 Action Oriented Searchers; 11.3 Local Information Seekers; 11.4 Purchase Driven Shoppers; 11.5 Reaching The Smartphone Users
12.0 Smartphone Paradigm Shift And Mobile Marketing Prediction: 12.1 Marketing Spend To Reach $56.5 Billion In 2015; 12.2 Local Mobile Ads: 51% Share By 2015; 12.3 1,342% Growth In Retail, Restaurants; 12.4 92% Of Ad Spend At National Level; 12.5 $100m For Local Mobile Promotions; 12.6 43% Of Marketers Using Mobile Channel; 12.7 128% Growth In Campaigns Over 2 Years; 12.8 Smartphone Owners See 5x More Ads; 12.9 30% Of Campaigns Focused On Leads; 12.10 Apple Ios Has Double Ctr Of Android; 12.11 26% Drive To App Downloads; 12.12 Mobile-social Action Mix Up 39% M-o-m; 12.13 Socnet Convergence Higher From Twitter; 12.14 Targeted Ads Up; Local At 56%; 12.15 Impressions: Android- 53%, Ios- 28%; 12.16 By Branded Carrier, Verizon Has 19%; 12.17 By Manufacturer, Apple Has 33%
13.0 Mobile Apps Usage: The Next Paradigm: 13.1 10 Apps To Watch; 13.2 Top 10 Downloaded Mobile Apps 2011; 13.3 Top 10 Android Apps 2011; 13.4 Top 10 Ios Apps 2011; 13.5 10 Mobile Application Trends For 2012; 13.6 Apps Dominate Android User Time; 13.7 Mobile App Use Rises At Night; 13.8 Voice Drops Quicker Than Messaging; 13.9 Living After Midnight: 25% Apps Share At 3 Am
14.0 Smartphone User News Behavior Of Next Generation: 14.1 Brand Of Smartphone Use; 14.2 Non-voice Call Uses Of Phones; 14.3 Percentage Of A News Article; 14.4 Frequency Of Use Excluding Voice Calls; 14.5 Multitasking: Excluding Voice Calls; 14.6 Consuming Different Types Of Information; 14.7 Consume News; 14.8 Preferences For Consuming News; 14.9 Types Of News
15.0 Smartphone: Changing Paradigm Of Digital Media: 15.1 Mobile Gaming Vs. Console; 15.2 Photography; 15.3 Digital Distribution And Appstore; 15.4 Global Health: Smartphone To Microscopes; 15.5 Social Networking On Mobile; 15.6 Entertainment
16.0 Social Media: An Evolving Paradigm Of Smartphone: 16.1 Facebook; 16.2 Google +: Best Smartphone Integration Of Any Social Network; 16.3 Twitter; 16.4 Groupon; 16.5 Skype; 16.6 Foursquare And Gowalla; 16.7 Linkedin; 16.8 Flickr; 16.9 Mobile Social Networking
17.0 Smartphone: Latest Industry Trend: 17.1 Intel Moving Into Smartphone; 17.2 Motion Controlled Gadget: Swivl In Smartphone; 17.3 Sony's New Smartphone, The Xperia S; 17.4 Ubuntu Linux Mobile - An Alternative To Google Android; 17.5 Lg Optimus 3d And Nokia X7 Battle; 17.6 Rim Takeover Buzz: Microsoft, Nokia And Amazon Are Interested; 17.7 Kaspersky Lab And Tag Heuer Partnership For Tag Heuer Mobile Security In The Luxury Segment; 17.8 Htc Edge - The First Smartphone With Quad-core Processor; 17.9 New 4g Device Of Samsung And Smartmbs; 17.10 Amazon Prepares A Smartphone With Foxconn; 17.11 Nokia Sells Luxury Division Vertu; 17.12 Iphone 4s Could Be Banned In Europe
18.0 Smartphone Manufacturer Business Model: 18.1 Vertically Integrated Model; 18.2 Advertising & Apps With Open Platform; 18.3 License Fees
19.0 Smartphone: Business Model For Telecoms: 19.1 Price Differentiation; 19.2 A Two-sided Market; 19.3 Network Neutrality; 19.4 Commissions; 19.5 Commission On The Sales Of Devices; 19.6 Mobile Payments; 19.7 M2m; 19.8 The Cloud
20.0 Conclusions And Recommendations: 20.1 Recommendation For Manufacturer; 20.2 Recommendation For Telecom; 20.3 Recommendation For Brand; 20.4 Recommendation For End User
List of Figures: Figure 1: Group of smartphones; Figure 2: Key Smartphone features; Figure 3: The first smartphone; Figure 4: The Nokia 9210 Communicator-Symbian 2000 model smartphone; Figure 5: Nokia Lumia 800 - Windows Phone 7.5 Smartphone; Figure 6: The original iPhone - June 2007; Figure 7: Galaxy Nexus, the latest "Google phone in Android 4.0"; Figure 8: Samsung Galaxy S II leads the pack; Figure 9: Motorola Droid Bionic; Figure 10: T-Mobile LG G2X; Figure 11: Apple iPhone 4; Figure 12: HTC EVO 3D smartphone; Figure 13: HTC ThunderBolt; Figure 14: Sony Ericsson Xperia Play; Figure 15: Google Nexus S; Figure 16: HP Pre3; Figure 17: Windows Phone 7 on the Dell Venue Pro; Figure 18: Nvidia’s Tegra 2; Figure 19: 3G vs. 4G visual speed comarison; Figure 20: iCloude set up screen in Smartphone; Figure 21: Face recognition features on Samsung Galaxy Nexus; Figure 22: Siri speech recognition user front; Figure 23: P2P mash up architecture through WiFi; Figure 24: Mirasol display on The Kyobo e-Reader; Figure 25: Demography of sleek design of Lumia 800; Figure 26: Amazon's move in mobile appstore; Figure 27: Lytro light-field camera experience; Figure 28: Biometrics face unlock on Smartphone; Figure 29: Google infographic on smartphone usage in United States; Figure 30: Google infographics on smarphone user purchase behavior; Figure 31: Digital communication Smartphone vs. Non-smartphone user; Figure 32: Using the Advanced Segments feature of Google Analytics; Figure 33: Check the option for Mobile Traffic and click Apply; Figure 34: Review the Bounce Rate for all Visits and Mobile Traffic. There is a 7 point difference in this example; Figure 35: 2011 Operating Profit Share of Mobile Industry; Figure 36: 2011 worldwide Smartphone Market Share by Operating System; Figure 37: Smartphone Quantity Market Share by Operating System 2009- 2011; Figure 38: Quantity market shares by Manufacturer; Figure 39: US Market Share by Manufacturer; Figure 40: Smartphone Customer Satisfaction Index in 1000 score; Figure 41: Smartphone platform market share prediction 2012; Figure 42: Smartphone Manufacturer Market Share prediction 2012; Figure 43: Flexible displays: could help balance the demand for screen real estate with pocketable device size; Figure 44: Nokia's Morph; Figure 45: Layar provides augmented reality today; Figure 46: Top 10 essential smartphone functions; Figure 47: Data Usage in MB by Mobile Operating System: Average MB per user; Figure 48: Smartphone Data: Effective Cost per MB; Figure 49: Connected Devices, Category Mix, % Share: April 2011; Figure 50: Desired OS of Next Smartphone: % of consumers who plan to purchase new smartphone; Figure 51: U.S. Smartphone Market Share, % of US mobile phone subscribers in March 2011; Figure 52: Apple iOS v. Android OS across All Mobile Devices, Total base (000) / % of subscribers; Figure 53: U.S. Non-Computer Device Traffic % share, May 2011; Figure 54: Mobile Content Usage; Figure 55: Mobile Content Usage; Figure 56: Mobile Content Usage; Figure 57: Devices Used to Watch Video Content in 1Q 2011: % of U.S. mobile phone subscribers; Figure 58: Devices Used to Watch Video Content in 2011, % of U.S. households; Figure 59: Consumer Trend in Mobile Purchases, % of consumers making 1 or more m-purchase; Figure 60: Consumer Mobile Platform Activities 2010 v. 2011, % of respondents; Figure 61: Mobile Purchase Influencers in Mature Markets May 2011, % of respondents; Figure 62: Online Shopping via Mobile Device May 2011, % of respondents; Figure 63: Online Purchases via Mobile Device May 2011, % of respondents making a purchase in past six months; Figure 64: Consumer Smartphone Usage May 2011, % of respondents; Figure 65: Smartphone as Payment System Q1 2011, % of respondents; Figure 66: Smartphone as Payment System Q1 2011, % of respondents; Figure 67: In-store Mobile Product Browsing 2009-2010, % of US consumers; Figure 68: Mobile Purchases by Men 2009-2010, % of men making 1 or more m-purchase; Figure 69: Mobile Browsing by Men; Figure 70: Mobile Purchases by Women 2009-2010, % of women making 1 or more m-purchase; Figure 71: Mobile Browsing by Women; Figure 72: Mobile Ad CTR, by Gender, Income April-May 2011, % of total users; Figure 73: Mobile Ad CTR, by Gender, Income April-May 2011, % of total users; Figure 74: Mobile Device Use by Hispanics April 2011, % of respondents, n=24,754; Figure 75: Mobile Device Use for Internet Search April 2011, % of respondents, n=24,754; Figure 76: Internet Use by Household Income April 2011, % of households; Figure 77: Current Family Marketplace April 2011, % of households; Figure 78: Mobile Retail Users, by Income 2010 Study, % of audience; Figure 79: Reaction to Mobile Advertising, by Age Q1 2011, % of audience; Figure 80: Mobile Retail Users, by Age 2010 Study, % of audience; Figure 81: Mobile Retail Users, by Access Method 2010 Study, Audience in millions; Figure 82: Method of Product Recommendation 2011 Study, % of respondents; Figure 83: 89% Embedded Smartphone into Daily Life; Figure 84: Smartphone: A Consumer's Always-on Companion - 93% Use at Home; Figure 85: Smartphone as Pocket PCs: 81% Browse Internet; Figure 86: 72% Use While Consuming Other Media; Figure 87: Smartphone Users Multi-task: 59% Use While Waiting in Line; Figure 88: Smartphone Help Us with Our Daily Lives: 89% Stay Connected; Figure 89: What We're Willing to Exchange for Internet Usage on Smartphone: 53% with BEER; Figure 90: Search is The Most Visited Website: 77% On Search Engine; Figure 91: Smartphone Searchers Look Wide Variety of Information : 51% Dinning; Figure 92: Searchers Seek Quick and Convenient Information: 89% Urgency; Figure 93: 90% Take Action on Smartphone Search; Figure 94: 59% Searchers Purchase; Figure 95: 95% Look Local Information; Figure 96: Local Information Seekers Are Ready to Buy: 44% Purchased; Figure 97: Variety of Actions Taken after Accessing Local Content; Figure 98: Nearly All Local Information Seekers Take Action within a Day; Figure 99: Mobile Transforming Everyday Shopping Behavior; Figure 100: 79% Rely on Smartphone to Help with Shopping; Figure 101: 70% Use While Shopping in-store; Figure 102: Smartphone Are an Integral Part of Multi-channel Purchase Process; Figure 103: Majority of Smartphone Shoppers Purchase; Figure 104: 27% Purchase by Via Mobile Website; Figure 105: 22% Purchase Via Apps; Figure 106: Shoppers Spent roughly $300; Figure 107: Cross Media Exposure Influence Mobile Search: 61% Word of Mouth; Figure 108: 71% Search Because of Ad; Figure 109: A Vast Majority Notice Mobile Ad: 82% on Smartphone; Figure 110: Half Take Action Who See a Mobile Ad: 42% Click on Ad; Figure 111: U.S. Mobile Marketing Spend 2010 v. 2015, US$ millions; Figure 112: Local vs. National Ad Spend in Mobile 2010-2015, US$ billions; Figure 113: Verticals Growth in Mobile Campaigns Q1 2010 v. Q1 2011, % growth; Figure 114: U.S. Mobile Marketing: Advertising 2010 Totals, US$ millions; Figure 115: U.S. Mobile Marketing: Promotions 2010 Totals, US$ millions; Figure 116: Mobile Marketing Adoption May 2011, % of respondents; Figure 117: Category Share in Mobile Display Ads 3-month average share ending March 2011, US mobile subscribers; Figure 118: Smartphone, Feature Phone Service Penetration 3-month average share ending March 2011, US mobile subscribers; Figure 119: Mobile Advertiser Campaign Goals April 2011, % of campaigns; Figure 120: Click-Through Rates by Mobile OS May 2011, % of users; Figure 121: Mobile Advertiser Campaign Destination Goals April 2011, % of campaigns; Figure 122: Post-Click Action Campaign Mix April 2011, % of campaigns; Figure 123: Social Media Usage by Location June 2011, % of respondents; Figure 124: Mobile Campaign Targeting Mix April 2011, % of campaigns; Figure 125: Device OS Mix April 2011, % of campaigns; Figure 126: Device Carrier Mix April 2011, % of campaigns; Figure 127: Top Manufacturers of Mobile Devices April 2011, % of campaigns; Figure 128: The Daily Apps Display on iPad; Figure 129: User Interface of Ge.tt Apps; Figure 130: GetGlue Apps; Figure 131: Bizzy Apps Front; Figure 132: Flipboard News Apps; Figure 133: Kik Social Apps; Figure 134: ShopKick Apps; Figure 135: Path Networking Apps; Figure 136: Instagram Apps; Figure 137: GroupMe Apps; Figure 138: LBS Dynamics; Figure 139: Mobile social networking; Figure 140: Mobile Search Demo; Figure 141: Mobile Commerce; Figure 142: Mobile Payment; Figure 143: Context Aware Service; Figure 144: Object Recognition (OR); Figure 145: Mobile Instant Messaging (MIM); Figure 146: Mobile e-mail; Figure 147: Mobile Video; Figure 148: 56% of Daily Smartphone Time with Apps; Figure 149: Organic Discovery Less Likely for Brand Apps; Figure 150: Use of Smartphone vs. Time of Day - Relative; Figure 151: Use of Smartphone vs. Time of Day - Absolute; Figure 152: Types of Smartphone students use; Figure 153: Smartphone camera usage is way up in casual applications.; Figure 154: Smartphone to Microscopes; Figure 155: Facebook on a BlackBerry; Figure 156: HTC Status has a Facebook button below the keyboard; Figure 157: Mobile Facebook Posting Clients; Figure 158: Mobile Posting to Facebook; Figure 159: Hangouts on Mobile Phone; Figure 160: Sample Google Plus Phone Infographics; Figure 161: Mobile phone feature priorities of iPhone users compared to all mobile phone users, % of US users ranking a feature in their top four.; Figure 162: Twitter awareness and usage among US PC users; Figure 163: LinkedIn worldwide members 2011; Figure 164: The UI of Flickr Android Apps; Figure 165: Most Popular Cameras in the Flickr Community; Figure 166: Mobile Social Networking Audience and Access 2011; Figure 167: Average Monthly Data Usage for US Smartphone Users; Figure 168: % reach of Facebook and Twitter Among Smartphone Audiences 2011; Figure 169: US Smartphone Users (000) that Accessed Social Networking/Blog; Figure 170: Europe Smartphone Users (000) that Accessed Social Networking/Blog; Figure 171: Which Type of Offer Would You Prefer?; Figure 172: Medfield Enabled Phone of Intel; Figure 173: Swivl in Smartphone; Figure 174: Swivl in hand; Figure 175: Sony Xperia S; Figure 176: ubuntu Logo; Figure 177: LG Optimus 3D and Nokia X7; Figure 178: Amazon kindle phone concept; Figure 179: NOKIA Vertu Image
List of Tables: Table 1: Top US Mobile OEM’s % of Subscriber Share; Table 2: Top Smartphone Platform’s % of subscriber share; Table 3: Smartphone shipment & growth 2011-2016; Table 4: Top 10 Downloaded Mobile Apps 2011; Table 5: Twitter Penetration Among Mobile Smartphone Users; Table 6: Smartphone activities: % of adult smartphone owners who use their phones to do different social activities; Table 7: Worldwide Distribution by industry 2011; Table 8: Mobile Social Networking Activities 2011

Smartphones: New User Paradigms and Behaviors

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