SMARTPHONE INSIGHTS. Simplified Understanding

Transcription

1 SMARTPHONE INSIGHTS Simplified Understanding June 2014

2 Table of Contents INTRODUCTION 3 KEY INSIGHTS 5 DETAILED FINDINGS 7 Smartphone Ownership & Usage 8 M-commerce 16 Smartphones & the Workplace 20 Smartphone Attitudes & Opinions 24 Smartphone Pet Peeves 28 RESPONDENT DEMOGRAPHICS 32 2

3 INTRODUCTION Simplified Understanding

4 Background, Objectives, & Methodology Background & Objectives iamota and Insights West partnered to conduct a 2 nd wave of our study on Smartphone use among British Columbians. The specific objectives of the study were to measure: Overall Smartphone use and behavior; Smartphone attitudes and relationship; Device techno-graphic information; Attitudes towards marketers use of mobile; and Participation in, and attitudes towards, m-commerce. Methodology & Sample The Smartphones Study was conducted online with Your Insights panelists from April 3 rd to 10 th, A total of 1,072 residents of BC, aged 18+ participated in the study o A sample of this size has a margin of error of +/-3.0%, 19 times out of Smartphone owners were included among the respondents. o A sample of this size has a margin of error of +/-3.3%, 19 times out of 20. The data has been statistically weighted according to Canadian census figures for BC for age, gender, and region. 4

5 KEY INSIGHTS Simplified Understanding

6 Top 10 Findings 1) Smartphone usage has grown considerably and has become the tech toy choice of a generation: penetration has now reached 68% - nearly as high as landlines. Among s, device usage is nearly universal 93%, and 74% for s. 2) The Smartphone is becoming a dominant medium: Phone usage has increased 14% over last year - and is now at 13.7 hrs. per week (17.9 for s), which is nearly as high as self-reported television viewing. 3) Smartphone owners use their devices for a wide range of various activities: 71% say they are doing more on their phone than last year. 6) Concerns about personal security/privacy are through the roof on smartphones: Three quarters+ concerned about safety of apps, cc & websites on smartphones. 7) Smartphones have revolutionized workplace communications: 56% use it for work 68% say more so than a couple years ago, 66% say it has fundamentally changed how they communicate. 8) The negative impact of smartphones on our personal life is growing: 19% of us say we are addicted to them, 44% agree there s a blurring of work/personal, 43% can t escape work. 4) Mobile commerce has arrived: 47% are past three month purchasers (70% 18-34s), up x% from last year, but so far, purchases are limited to coffee, parking, movies. 9) Pet peeves of rude/inappropriate smartphone use on the rise: Top one is texting while driving, and using phones during movies, talking loudly in public places or at a restaurant. 5) Equally important to m-commerce is pre-purchase decision-making: 42% do research on purchases weekly, 24% check prices weekly. 10) Mobile presence impacts overall brand image 54% are more likely to do business with those who have high quality mobile sites and apps and 48% think less of brands with poor mobile sites. 6

7 DETAILED FINDINGS Simplified Understanding

8 Smartphone Ownership & Usage Simplified Understanding

9 Device Ownership Smartphone ownership is near universal among years; only half of this group have a landline 2013 Total (n=849) 2014 x Age 18 to to 54 (n=213) (n=523) (n=565) Home phone/landline 74% 71% 49% 76% 89% Smartphone 68% 64% 93% 73% 44% PVR 56% 52% 53% 60% 55% ipad/tablet computer 55% 42% 63% 56% 47% Other wireless/cellphone 33% 32% 20% 28% 46% None of these <1% 1% 1% <1% <1% Base: All respondents (n=1,310) M1. Which of the following do you currently own? Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 9

10 Communications and taking/viewing photos top Smartphone activities Top Smartphone Activities 2014 Total At least Weekly 2014 x Age 18 to 3435 to 54 (n=198) (n=405) (n=256) As a telephone 44% 32% 10% 7 97% 88% 91% 90% 84% Taking pictures 18% 27% 17% 18% 8% 96% 61% 79% 66% 44% Texting 58% 18% % 84% 96% 89% 71% Viewing photos 20% 26% 17% 11% 10% 92% 63% 81% 67% 47% Sending/reading 48% 18% 7 88% 75% 88% 82% 60% As a GPS/searching for maps/directions 15% 14% 15% 16% 81% 36% 60% 35% 19% Accessing social media 41% 12% 8% 6 77% 62% 85% 64% 42% Reading online news 20% 19% 11% 9% 9% 74% 50% 68% 53% 33% Playing games 18% 18% 8% 8% 14% 73% 43% 54% 52% 26% Researching products/services 8% 14% 14% 9% 73% 42% 62% 46% 23% Recording video 8% 10% 6% 72% 20% 29% 23% 11% Sending/receiving IM 35% 15% 7% 6 73% 59% 82% 60% 40% Listening to music 14% 15% 10% 9% 12% 68% 41% 58% 47% 21% Multiple times/day Multiple times/week At least weekly Multiple times/month At least monthly Less than monthly Base: Smartphone owners (n=860) M5. How often do you use your Smartphone for each of the following? Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 10

11 More than half use Smartphones to check product or service reviews while shopping Other Smartphone Activities 2014 Total At least Weekly 2014 x Age 18 to 3435 to 54 (n=198) (n=405) Online banking 6 16% 11% 8% 7 8% 57% 31% 48% 34% 16% Reading product/service reviews/ ratings while in store 9% 11% 11% 16% 57% 21% 35% 22% 10% Checking product/service prices 11% 11% 7 11% 57% 24% 38% 24% 14% (n=256) Reading sports news/scores 13% 11% 9% 54% 33% 48% 34% 22% Video chat % 48% 15% 20% 16% 11% Scanning QR Codes 23% 43% 8% 11% 7% 7% Using a sports team app 7% 6 38% 22% 35% 21% 14% Using fitness based trackers 7% 69% 32% 16% 30% 14% 8% Watching TV 11% 32% 11% 20% 11% 5% Watching movies 10% 31% 13% 23% 14% 5% Augmented reality 17% 5% 9% 6% 2% Using dating apps 15% 7% 15% 6% 3% Base: Smartphone owners (n=860) M5. How often do you use your Smartphone for each of the following? Using ibeacon 8% 4% 7% 3% 2% Multiple times/day Multiple times/week At least weekly Multiple times/month At least monthly Less than monthly Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 11

12 Estimated Smartphone use significantly increased in past year Average Weekly Smartphone Use Average hours/week: 2014: 13.7 (2/day) 2013: 12.0 (1.7/day) 2013 Total (n=540) 18 to 34 (n=198) 2014 x Age 35 to 54 (n=405) (n=256) 28 hours or more 12% 11% 17% 12% 7% 21 to less than 28 hours 6% More than 14 hours/week (2 + hours/day): 5% 12% 5% 41% 2% 14 to less than 21 hours 23% 21% 31% 25% 15% 7 to less than 14 hours 23% 22% 20% 25% 21% 1 to less than 7 hours 35% 40% 19% 32% 50% 0 hours 2% 1% 1% 1% 5% Base: Smartphone owners (n=860) M10. In an average week, how many hours do you spend actively using your Smartphone? 2+ hours/day 27% 60% 42% 24% Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 12

13 Weekly Smartphone usage follows closely behind TV viewing Average Weekly Use of Technology 28 hours or more 21 to <28 hours 14 to <21 hours 7 to <14 hours 1 to <7 hours 0 hours 2% 7% 6% 4% 4% 2% 2% 13% 12% 15% 21% 13% 9% 7% 25% 23% 22% 23% 14% 11% 15% 12% 21% 35% 27% 19% 33% 27% 37% 42% TV (cable) Smartphone Laptop Computer ipad/tablet Two + hours/day Desktop Computer Base: Smartphone owners (n=860) M13. In an average week, how many hours do you spend actively using each of the following? 46% 41% 32% 24% 10% TV (cable) Smartphone Laptop Computer ipad/tablet Average/ week Desktop Computer Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 13

14 More than half check their Smartphone at least once an hour Frequency of Daily Smartphone Checking Every 5 to 9 minutes Every 10 to 14 minutes 6% 6% Every 15 to 29 minutes 12% At least once an hour 56% Every 30 to 59 minutes Every hour Every couple of hours Less often 19% 14% 23% 17% Don t know 4% Base: Smartphone owners (n=860) M14. During an average day, how frequently do you check your Smartphone? 14

15 Smartphones the most common device for all social media but LinkedIn and Pinterest Device Used Most Often Among Social Media Users Smartphone 35% 50% 72% Laptop computer 30% 23% 11% Desktop computer 21% 17% 8% ipad or other tablet 15% 9% 9% Smartphone 22% 18% 54% Laptop computer 33% 38% 27% Desktop computer 28% 40% 8% ipad or other tablet 17% 5% 10% Base: Smartphone owners who use social media type (n=varies) M6. Which one device do you use most often for accessing each of the following social media sites? If you don t use any for these sites, please choose don t use for all. 15

16 M-commerce Simplified Understanding

17 Just under half (47%) have used their Smartphone to make a purchase in the past 3 months, a significant increase from 2013 Smartphone Purchases in Past 3 Months 2013 Total (n=540) 18 to 34 (n=198) 2014 x Age 35 to 54 (n=405) (n=256) Parking (through call in or an app) 22% 18% 29% 25% 13% Coffee or tea etc. (through a Starbucks or other coffee shop app) 20% 15% 34% 21% 9% Items from a website viewed on your mobile phone 18% 20% 30% 17% 10% Movie tickets (through a Cineplex Scene or other theater app) 17% Made purchase 47% 14% 33% 18% 6% Food/beverage items from a restaurant 6% 11% 6% 3% Snack items from a vending machine 1% 3% <1% 1% Other 2% 3% 3% 2% 1% None 53% 59% 30% 50% 73% Base: Smartphone owners (n=860) M8a. In the past three months, which of the following have you bought directly using your Smartphone? Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 17

18 Use of all payment methods more common among 18 to 34 years Use of Smartphone for Payment 18 to 34 (n=198) 2014 x Age 35 to 54 (n=405) (n=256) PayPal 22% 38% 24% 8% Website accessed through Smartphone 18% 30% 19% 9% App with authorized credit card connection 15% 25% 13% 10% Store card saved somewhere Smartphone 12% 20% 13% 6% Bank card app 10% 20% 8% 5% Calling in/providing credit card via automated answering service 7% 13% 7% 3% Base: Smartphone owners (n=860) M7. Which of the following have you ever used to pay for a purchase using your Smartphone? Apple Passbook 7% 14% 6% 2% Credit card app 6% 10% 8% 1% Google Wallet 3% 9% 2% Other apps 2% 2% 2% 1% Bitcoin Wallet 1% 1% <1% Other 1% 1% <1% <1% None 53% 26% 52% 74% Don t know 2% 2% 1% 2% Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 18

19 Concerns about financial transactions on Smartphones are greater than for PCs or laptops Concern About Financial Transactions Via Different Online Methods Not Concerned Concerned Very/Somewhat Concerned 2014 x Age 18 to 34 (n=198) 35 to 54 (n=405) (n=256) 18% 9% Smartphone app with authorized connection to your credit card 48% 81% 80% 80% 84% % 9% Credit card app on you Smartphone 46% 81% 79% 79% 84% % 11% Bank card app on your Smartphone 45% 79% 73% 80% 83% 23% 9% Processing of your credit card/ bank card using a card reader on a restaurant/retailer s Smartphone 40% 77% 73% 78% 79% 30% 12% Website accessed through your Smartphone 35% 70% 67% 69% 73% 45% 17% Personal computer/laptop 23% 55% 57% 56% 55% Not at all concerned Very concerned Not very concerned Somewhat concerned Base: Smartphone owners (n=860) M9. How concerned are you about the security of financial transactions (purchases or other money transfers) using each of the following? Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 19

20 Smartphones & the Workplace Simplified Understanding

21 Over half use their Smartphone for work, usually their own device Description of Smartphone Used for Work 18 to 34 (n=198) 2014 x Age 35 to 54 (n=405) (n=256) I use my own personal Smartphone 34% 47% 38% 20% I am self-employed and provide my own Smartphone 12% Use Smartphone for work 56% 13% 9% 14% My employer provides me with a Smartphone 10% 7% 16% 6% I do not use a Smartphone for work/i am not currently employed 44% 33% 36% 59% Other <1% 1% Base: Smartphone owners (n=860) M12a. Which of the following best describes the Smartphone you use for work purposes? Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 21

22 One-quarter estimate that at least half of their Smartphone use is for work purposes Percentage of Smartphone Use for Work 18 to 34 (n=124) 2014 x Age 35 to 54 (n=256) 100% 1% 1% (n=98)* At least half: 75%-<100% 12% 26% 5% 12% 19% 50%-75% 13% 14% 13% 13% 25%-50% 13% 15% 14% 10% <25% 50% 56% 52% 37% 0% <1% 10% 9% 20% *Small base size, interpret with caution. Base: Smartphone owners using for work (n=478) M12b. Thinking again about the amount of time you spend actively using your Smartphone in an average week, what percentage of that use is for work purposes? Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 22

23 Use of Smartphones for work is increasing and impacting how work is conducted; but there is still room for improvement in incorporating the technology Agreement with Statements about Use of Smartphones for Work Don t know Disagree Agree Strongly/Somewhat Agree 2014 x Age 18 to 34 (n=124) 35 to 54 (n=256) (n=97)* 3% 29% 16% I use currently use my Smartphone for work a lot more than I did a couple of years ago 39% 68% 75% 68% 58% 7% 27% 14% The integration of Smartphones into my workplace has fundamentally changed how we work 33% 66% 67% 67% 64% 8% 36% 16% I could do a better job of integrating Smartphone technology into my work processes 19% 55% 62% 54% 49% 5% 51% 28% My Smartphone use makes it hard to differentiate between work time and non-work time 17% 44% 53% 44% 34% 4% 52% 28% Strongly disagree Somewhat disagree Because I always have my Smartphone with me, I feel like can t escape from work 15% 43% Strongly agree Somewhat agree 49% 43% 38% *Small base size, interpret with caution. Base: Smartphone owners using for work (n=478) M12c. How much do you personally agree or disagree with the following statements about your use of your Smartphone for work? Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 23

24 Smartphone Attitudes & Opinions Simplified Understanding

25 Reviews of businesses utilization of mobile are positive, but have room for improvement Agreement with Smartphone Statements Disagree Agree Strongly/Somewhat Agree 2014 x Age 18 to 34 (n=198) 35 to 54 (n=405) (n=256) 25% 11% I am using and doing more on my Smartphone than last year 32% 71% 82% 76% 59% 18% 4% For the most part, I feel that businesses are adopting to and leveraging mobile well to meet customer needs 12% 67% 72% 69% 60% 12% 5% My financial institution does a great job of making banking services accessible through my Smartphone 25% 59% 70% 60% 49% 36% 17% I am more likely to do business with brands and companies with high quality mobile websites & apps 17% 54% 63% 59% 43% Strongly disagree Somewhat disagree Strongly agree Somewhat agree Base: Smartphone owners (n=860) M15. How much do you agree or disagree with the following statements about Smartphones? Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 25

26 Impressions of brands mobile accessibility impact overall brand opinions Agreement with Smartphone Statements (continued) Disagree Agree Strongly/Somewhat Agree 2014 x Age 18 to 34 (n=198) 35 to 54 (n=405) (n=256) 46% 16% I should spend less time on my Smartphone 17% 49% 72% 51% 29% 38% 13% I think less of brands with websites that are poor on my mobile device 13% 48% 56% 53% 38% 48% 17% I trust that my data and other private information is secure on my Smartphone 6% 46% 53% 50% 38% 64% 43% I have purposely clicked on a mobile banner either on a mobile website or in an app 5% 20% 23% 24% 14% Strongly disagree Somewhat disagree Strongly agree Somewhat agree Base: Smartphone owners (n=860) M15. How much do you agree or disagree with the following statements about Smartphones? Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 26

27 Over one-quarter (28%) of 18 to 34 years consider themselves addicted to their Smartphone Characterization of Smartphone Relationship 18 to 34 (n=198) 2014 x Age 35 to 54 (n=405) An unhealthy addiction 3% 6% 3% 1% Addicted 19% A strong addition, but manageable 15% 24% 19% 5% (n=256) Not addicted, but its very important in my life 37% 46% 42% 29% It s a useful device, but I m not attached to it 34% 21% 30% 51% I could do with or without it 10% 4% 7% 14% Don t know <1% <1% <1% Base: Smartphone owners (n=860) M16. How would you characterize your relationship with your Smartphone? Addicted: 29% 21% 6% Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 27

28 Smartphone Pet Peeves Simplified Understanding

29 Use of Smartphones during inappropriate times top device pet peeves Top Smartphone Pet Peeves Don t Dislike Dislike Neither like nor dislike 1% Use their Smartphone (talking, texting, or data) while driving 87% 95% 4% 2% Use their Smartphone (talking, texting, or data) during a movie 78% 94% 5% 1% Talk loudly on their phone in public places 67% 92% 7% 5% Use their Smartphone during a meal with others 56% 85% 10% 4% Use their Smartphone (texting or data) during a meeting, class, or presentation 59% 83% 13% Don t really dislike Don t dislike at all Strongly dislike Somewhat dislike Base: Smartphone owners (n=860) M17. There are a number of Smartphone activities that some people consider pet peeves. How much do you personally dislike it when other people? 29

30 Strong majority dislike it when others are always on their Smartphone Other Smartphone Pet Peeves Don t Dislike Dislike Neither like nor dislike 4% Seem to always be on their Smartphone 48% 81% 16% 6% Take excessive selfies 46% 68% 25% 10% Use their Smartphone (talking, texting, or data) at a public restaurant 36% 66% 24% 20% 10% Take pictures of their food at a public restaurant 23% 45% 35% 18% 8% Checking-in when they arrive at a destination 19% 40% 42% Don t really dislike Don t dislike at all Strongly dislike Somewhat dislike Base: Smartphone owners (n=860) M17. There are a number of Smartphone activities that some people consider pet peeves. How much do you personally dislike it when other people? 30

31 Majority admit to being guilty of participating in one or more Smartphone pet peeves Personal Participation in Smartphone Pet Peeves 18 to 34 (n=198) 2014 x Age 35 to 54 (n=405) Using Smartphone (talking, texting, or data) at a public restaurant 29% 40% 33% 17% (n=256) Using Smartphone during a meal with others 24% 40% 27% 10% Checking in when you arrive at a destination 17% 17% 19% 15% Using Smartphone (talking, texting, or data) while driving 17% 23% 21% 8% Using your Smartphone (texting or data) during a meeting, class, or presentation 29% 20% 6% Taking pictures of food at a public restaurant 12% 17% 14% 7% Always being on your Smartphone 10% 19% 12% 2% Talking loudly in public places 4% 9% 4% 2% Using Smartphone (talking, texting, or data) during a movie 3% 7% 4% <1% Taking excessive selfies 1% 2% 2% None of the above 42% 28% 35% 61% Base: Smartphone owners (n=860) M18. Thinking of your own Smartphone behavior, which of the following activities have you personally been guilty of in the past week? 17% Statistically significantly higher than comparison group(s) Statistically significantly lower than comparison group(s) 31

32 Respondent Demographics Simplified Understanding

33 Respondent Demographics: Smartphone Owners Gender Region 49% Metro Vancouver 65% 51% Fraser Valley 16% Age Rest of BC 19% % % 37% Base: Smartphone owners (n=860) 33