Smartphone User Survey

Paul Hadley.

MA Social Media, Birmingham City University.

August 13th 2010.

Friday, 13 August 2010

Primary ResearchConducted in Birmingham (UK) between 19th July and 6th August 2010.

Attribution-http://www.flickr.com/photos/matthijs/3514892055/ under a Creative Commons NonCommercial-NoDerivs 2.0 Generic LicenseFriday, 13 August 2010

Key Outcomes Sought

How popular are smartphones?

What are business people using them for?

How popular is video viewing, both on demand and streamed?

Attribution- http://www.flickr.com/photos/rafeblandford/3811890074/ under a Creative Commons NonCommercial-ShareAlike 2.0 Generic License

Friday, 13 August 2010

Context

There were 450 participants in total, all drawn from Birmingham’s business community.

Across the survey results, all % figures have been rounded up to the next single digit.

7 different locations in total were chosen to provide an even spread across all industry ‘hubs’ and geographical areas

The following questions were asked of all participants

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Opening question: Are you a smartphone user?

45% Yes (180 people in total)

55% No

(if the participant answered ‘no’ the survey was quit at that stage)

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Q1- What make and model of smartphone are you carrying?

1) Samsung Galaxy S 22%

2) HTC Wildfire 18%

3) Apple iPhone 3GS 13%

4) HTC Desire 12%

5) HTC HD2 12%

6) RIM Blackberry Bold 9700 11%

7) Samsung Wave 6%

8) Nokia N95 4%

9) Sony Ericsson Vivaz 2%

10) Sony Xperia X10 Mini 1%

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How do my findings compare to the global market?1) Motorola Droid 2

2) Motorola Droid X

3) Apple iPhone 4

4) HTC Droid Incredible

5) Microsoft Kin 2

6) Microsoft Kin 1

7) Samsung Wave (S8500)

8) Samsung Galaxy (I9000)

9) HTC Evo 4G

10) Palm Pixi Plus (CDMA)

(source http://www.mobiledia.com/phones/most-popular/page1.html )

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Q2- What do you use your smartphone for? (allowing for multiple answers)

96% to send and receive text messages

93% to receive and make voice calls

82% to check, receive and send emails

77% to search or browse the internet

60% to use external applications (‘apps’)

54% to take photograph

39% to listen to music or podcasts

30% to play games

23% to access a social networking site

20% to watch a video online

14% to make a purchase online

8% to record a video

6% to view mapping services for directions

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How does this compare globally (US survey)?

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Q3- Of the 20% that view video on smartphones, via what service?

94% via YouTube

40% via Facebook

11% via Google

8% via Vimeo

4% via a live stream

3% via Viddler

NB- all participants answering this question viewed via more than one service.

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Q4- Of the 20%, have you ever recorded video content onto your smartphone?

12% Yes

88% No

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Q5- Of the 20%, have you ever published video to the internet?

33% Yes

67% No

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Q6- Of the 20%, have you ever viewed a video stream?

33% Yes

67% No

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Q7- Of those answering ‘yes’ to Q6- was that via a computer or smartphone?

10% via smartphone

90% via computer

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Q8- of those answering ‘yes’ to Q7, was this for work or personal purposes?

100% work

33% personal

33% both

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Other comments of note

20% of smartphone users also carried a ‘standard’ mobile handset for work-only purposes, with the smartphone being a personal item rather than company issued equipment. Restricted access to social networking platforms and viewing video content during work time was cited as an employer-enforced restriction by these participants

3G connectivity speed was cited as being the main restriction for not viewing video content on smartphones

Most smartphone users stated they viewed video content via a wifi network, rather than via 3G

Apple iPhone users cited non-compatibility with Flash-based services as a barrier to access, saying YouTube was their most frequently used video platform

Only 3 participants cited smartphone use of any Augmented Reality applications. Two of these were Apple iPhone 3GS users, the other was a HTC Desire user.

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Other relevant secondary research evaluations

% share of internet use, global minutes (until Dec 2009)

(source Mary Meeker, Scott Devitt, Liang Wu. Morgan Stanley- http://www.morganstanley.com/institutional/techresearch/internet_trends042010.html )

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Predicted Trends

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Global influences

• 48% of all Internet users come from just five countries (Brazil, Russia, China, India and the U.S.).

• Video accounts for 69% of mobile data traffic.• Facebook is the single largest repository for user-generated content such as pics,

videos, links and comments.• Apple and Android platforms are gaining in the mobile OS market, while Windows

Mobile, RIM and Palm decline.• More and more, we are expecting to have access to our “stuff,” i.e. music, documents

and applications, in the cloud.• The overlap between mobile users and social web users continues to grow; more and

more users are accessing the social web from a mobile device.• If Skype were a telecommunications carrier, it would be the largest carrier in the world,

with 521 million registered users.• Games are bigger than any other app category — both for the social web and for mobile

devices.• Real-time technology and location-based services are expected to drive mobile retail.• Online ad sales are growing, but virtual goods, premium content and other models are

big business, especially for the mobile web.• The average iPhone user only spends 45% of his on-device time making voice calls.

• (source Mary Meeker, Scott Devitt, Liang Wu. Morgan Stanley- http://www.morganstanley.com/institutional/techresearch/internet_trends042010.html )

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Contact

paulhadley1@gmail.com

http://twitter.com/hadleypaul

Friday, 13 August 2010