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Smartphone Ownership and Attitudes17 October 2011
Findings from iReach Omnibus Survey
Background
» This survey was conducted on behalf of Púca, by Market Research
firm iReach, during the period 22nd - 29th September 2011 using the
iReach Consumer Decisions Research Panel which delivered 1,000
responses from adults in Ireland aged 18+ to 55+ and is nationally
representative by Age, Region, Gender and Social Class.
iReach Consumer SurveyConsumer Demographic Profile
Sample size of consumers=1,000
Smartphone Analysis
A majority of respondents own a smartphone
Note: a ‘Smartphone’ was defined in the survey as follows: A smartphone is a mobile phone that is like a computer in your hand; it is capable of internet access, email, downloading applications, GPS, and taking photos. Smartphones usually have touch-screens but some models also have physical keys.
Detailed Breakdown of Smartphone ownership
» Males show higher levels of smartphone ownership.
» Highest amongst young adults (18-24 and 25-34)
Breakdown Smartphone Ownership
All 54%
Males 57%
Females 51%
18-24 59%
25-34 63%
35-44 56%
45-54 41%
55+ 43%
iPhone is the most popular smartphone brand in Ireland
Detailed Breakdown of Popular Smartphone Brands in Ireland
Total Males Females 18-24 25-34 35-44 45-54 55+
1. Apple (iPhone) 28% 19% 35% 10% 33% 27% 33% 20%
2. Samsung 22% 25% 20% 30% 21% 20% 24% 25%
3. Nokia 17% 21% 14% 10% 13% 20% 15% 28%
4. HTC 12% 15% 10% 20% 14% 13% 3% 10%
5. Sony Ericsson 8% 9% 7% 7% 9% 7% 10% 5%
6. Blackberry 7% 8% 6% 13% 5% 5% 9% 10%
7. LG 2% 1% 3% 3% 2% 3% 2% 0%
8. Motorola 0% 0% 0% 0% 0% 0% 0% 0%
Other brands 4% 2% 5% 7% 3% 5% 4% 2%
Analysis of Popular Smartphone Brands in Ireland
» iPhone is the most popular smartphone in the market with 28% of respondents who have
smartphones using one.
» iPhones are almost twice as more popular with females (35%) compared to males (19%).
» Of all age segments, the late young (25-34s) and middle-age adults (35-54s) are most
inclined to own iPhone.
» Samsung (22%) and Nokia (17%) are 2nd and 3rd most popular smartphone devices.
» Samsung dominates male (25%) and the early young adult (30%) segments.
» Nokia leads market share with mature cohorts 55+ at 28%.
» Recent entrant HTC is becoming popular with tech-savvy cohorts, both males (22%) and
the early young adults 18-24 (20%).
iPhone and Nokia are popular choices for next mobile phone
Total Males Females 18-24 25-34 35-44 45-54 55+
1. Nokia 48% 47% 49% 24% 43% 49% 56% 49%
2. Apple (iPhone) 14% 15% 14% 19% 18% 14% 11% 13%
3. Samsung 13% 16% 12% 24% 14% 18% 8% 8%
4. Sony Ericsson 6% 4% 8% 5% 8% 5% 5% 9%
5. Blackberry 5% 6% 4% 5% 3% 5% 4% 8%
6. HTC 5% 8% 3% 5% 8% 5% 4% 4%
7. LG 3% 2% 3% 10% 0% 2% 5% 4%
8. Motorola 1% 0% 1% 0% 1% 0% 0% 2%
Other brands 5% 2% 6% 8% 5% 2% 7% 3%
Detailed Breakdown of Respondents Next Phone Purchase
Analysis of Respondents Next Phone Purchase
» Nokia (48%), iPhones (14%) and Samsung are the most popular choices of next
phone for Irish consumers.
» While Nokia is likely to dominate next purchase choices of middle-aged and
mature adult consumers, iPhones and Samsung phones are likely to become the
next phone choice amongst young adults.
» iPhones are likely to face fierce competition from its rival Samsung, when growing
its market share in the 18-24 segment, while Nokia phones may soon be
abandoned by this young cohort, showing little interest in Nokia phones when
compared to other cohorts.
App Usage Analysis
Most respondents have downloaded apps
Detailed Breakdown of App Downloading
Breakdown Apps Downloaded
All 78%Males 78%
Females 78%
18-24 83%
25-34 83%
35-44 77%
45-54 78%
55+ 60%
Breakdown Apps Downloaded
All 98%Males 97%
Females 99%
18-24 100%
25-34 98%
35-44 100%
45-54 100%
55+ 88%
All Respondents: iPhone Users
» 78% of all respondents have downloaded apps on their smartphones,
this is highest amongst young adults.
» iPhone users are the number one users of apps with 98% of iPhone
users downloading apps.
Word of Mouth Most Important Way to Find New Apps
» Top three ways
Detailed Breakdown of App Discovery
Ranking First Second Third Fourth Fifth
1. I heard about it from friends 31% 13% 11% 1% 1%
2. I searched for an App like this on the App store and downloaded 21% 17% 11% 4% 1%
3. I saw it on App Store charts and then downloaded it 19% 15% 9% 1% 1%
4. I read about it on a website 4% 13% 11% 5% 1%
5. I read about it on Facebook/Twitter or other social media sites 4% 5% 4% 1% 3%
6. I read about it in a magazine/newspaper 3% 5% 7% 3% 3%
7. I clicked on an ad for it within a mobile site 3% 5% 4% 3% 1%
8. I clicked on an ad for it within another app 3% 25 3% 2% 1%
9. I saw an Ad for it in a magazine/newspaper 2% 3% 4% 1% 2%
10. I saw an Ad for it on TV 2% 2% 2% 1% 0%
11. I clicked on an Ad for it on FB/Twitter or other social media sites 2% 5% 3% 2% 1%
12. I heard about it on the radio 2% 5% 5% 1% 2%
13. I heard about it on TV 1% 3% 6% 3% 1%
14. I saw a poster for it (e.g. bus shelter, billboard) 1% 2% 1% 1% 1%
15. I heard an Ad for it on the radio 1% 2% 2% 1% 0%
16. I clicked on an Ad on a website while on my computer 1% 3% 3% 1% 1%
Demographic Breakdown for App Discovery
Ranking All Males Females 18-24 25-34 35-44 45-54 55+
1. I heard about it from friends 31% 29% 33% 29% 31% 31% 31% 35%
2. I searched for App on App store & downloaded 21% 25% 18% 12% 21% 22% 24% 26%
3. I saw it on App Store charts and then downloaded it 19% 17% 21% 29% 19% 17% 20% 13%
» Males are more proactive in searching for mobile apps, while females are more
spontaneous seekers.
» WoM endorsement appears to be the main awareness driver for mobile apps
across all age groups.
Respondents generally comfortable with sharing location
Detailed breakdown of Location Sharing:
Ranking - first most important All Males Females 18-24 25-34 35-44 45-54 55+
Fine, I have no problemwith as long as my datais secure
28% 27% 28% 37% 27% 26% 24% 35%
Fine, as long as theyoffer me somethinguseful in return
16% 22% 12% 13% 15% 18% 14% 23%
I’ve no problemwhatsoever in sharingmy location with mostbrands
3% 2% 4% 3% 5% 3% 2% 0%
Not sure, depends if its a brand I know and trust 26% 18% 33% 23% 27% 28% 29% 15%
I wouldn’t want a brand to know my location 27% 31% 23% 23% 26% 25% 31% 27%
73% 69% 77% 77% 74% 75% 69% 73%
» 28% of respondents have no problem sharing their location with a brand as long
as their data is secure. However, 27% of respondents do not want a brand to
know their location and 26% say it depends on if its a brand they know and trust.
If you would like more information about this survey and/or wish to discusshow Púca can add value to your Smartphone strategy, then please don’t hesitate to contact us!