Smartphones: New User Paradigms and Behaviors

2012-01-18
Published : Jan-2012

Report Summary

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:
  1. 50% smartphone users purchase via mobile
  2. 45% of smartphone users check email constantly throughout the day
  3. 32% of smartphone users check Facebook at least once per day
  4. 78% of Japanese smartphone users browse online from their mobile
  5. 90% of smartphone users search local information in US and Japan
  6. 76% of smartphone users utilize location check-in services
  7. 56% of smartphone usage is with applications
  8. 60% of end-users connect to social networks via mobile

Smartphones Market

Published: January 2012
No.OF Pages: 231
Price: Single User License – US$ 1995      Corporate User License US$ 4995

Table of Contents

1.0 EXECUTIVE SUMMARY   18

2.0 INTRODUCTION  21
2.1 WHAT IS SMARTPHONE?21
2.2 WHAT MAKES A SMARTPHONE SMART – KEY SMARTPHONE FEATURES?   22
2.3 HISTORY OF SMARTPHONE23
2.3.1 EARLY YEARS & THE FIRST SMARTPHONE 23
2.3.2 SYMBIAN 24
2.3.3 PALM, WINDOWS, AND BLACKBERRY25
2.3.4 IPHONE   27
2.3.5 ANDROID29
2.3.6 BADA   30
2.4 MOBILE PHONE GROWTH AND SMARTPHONE 31

3.0 TOP TEN SMARTPHONES 2011   32
3.1 NUMBER 1: SAMSUNG GALAXY S II32
3.2 NUMBER 2: MOTOROLA DROID BIONIC ON VERIZON 33
3.3 NUMBER 3: T-MOBILE LG G2X   34
3.4 NUMBER 4: APPLE IPHONE 4 34
3.5 NUMBER 5: HTC EVO 3D35
3.6 NUMBER 6: HTC THUNDERBOLT   36
3.7 NUMBER 7: SONY ERICSSON XPERIA PLAY37
3.8 NUMBER 8: GOOGLE NEXUS S AND 4G  37
3.9 NUMBER 9: HP PRE 3 38
3.10 NUMBER 10: DELL VENUE PRO  39

4.0 TOP 10 SMARTPHONE INNOVATIONS OF 2011 40
4.1 PROCESSORS   40
4.2 4G42
4.3 ANDROID ICE CREAM SANDWICH, IOS5… AND WP7 MANGO  42
4.4 SIRI  44
4.5 HTML5 AND THE DEATH OF ADOBE FLASH FOR MOBILE 45
4.6 NEAR FIELD COMMUNICATION (NFC) AND THE LAUNCH OF GOOGLE WALLET  46
4.7 DLNA AND WIFI DIRECT IN SMARTPHONES   47
4.8 MIRASOL SCREEN TECHNOLOGY   48
4.9 NOKIA’S LONG-AWAITED COMEBACK AND AMAZON’S MOBILE DEBUT  49
4.10 BEST OF THE REST  51

5.0 SMARTPHONE USER BEHAVIOR AND FUTURE TREND  54
5.1 UNDERSTANDING SMARTPHONE USER BEHAVIOR & KEY INSIGHTS54
5.2 SMARTPHONE USERS MORE DIGITALLY ACTIVE   56
5.3 GLOBAL COUNTRY FACTS: THE SMARTPHONE USER & THE MOBILE MARKETER   57
5.4 USING GOOGLE ANALYTICS TO UNDERSTAND SMARTPHONE USER BEHAVIOR  58
5.5 MOBILE EXPERIENCE AND MOBILE CONSUMER PREFERENCE INDICATOR 60
5.6 SMARTPHONE CONSUMER BEHAVIOR: FEW INTERESTING FACT 61
5.7 EVOLVING USER BEHAVIOR WILL PROPEL MOBILE SEARCH62
5.7.1 MOBILE USABILITY AND MOBILE SEARCH BEHAVIOR   63
5.7.2 BETTER SEARCH APPLICATIONS WILL LEAD SEARCH BEHAVIOR  64
5.7.3 COMPARISON SHOPPING CAN TAKE A PEAK 64
5.7.4 PHONE REPLACE THE LAPTOP64
5.7.5 NOT YET THE TIPPING POINT 65
5.7.6 ENTER MOBILE SEARCH FIELD   66
5.8 SMARTPHONE USER BEHAVIOR AND MOBILE EMAIL STRATEGY SHIFT   66

6.0 SMARTPHONE MARKET SHARE  67
6.1 SMARTPHONE MARKET SHARE  67
6.2 MARKET SHARE BY OPERATING PLATFORM  68
6.3 CUSTOMER LOYALTY BY OPERATING PLATFORM 70
6.4 MARKET SHARE BY MANUFACTURER71
6.5 US MANUFACTURER MARKET SHARE ANALYSIS72
6.6 CUSTOMER LOYALTY BY MANUFACTURER   74
6.7 GLOBAL HANDSET MARKET SHARE ANALYSIS   74
6.8 APPLE VS. ANDROID BATTLE CONTINUES…   76
6.9 SMARTPHONE MARKET SHARE, ANDROID & GLOBAL MARKET FOCUS 2012  77
6.10 ANDROID: 2012 EXPECTATION   80
6.11 4G, LTE, & WIMAX SMARTPHONE, 3G EXPLOSION IN ASIA, AND 245 MILLION HANDSET SHIPMENTS IN 201681

7.0 FUTURE OF SMARTPHONE IN 5-10 YEARS 83
7.1 NEXT GEN MOBILE: THE FUTURE IS PMC (PERSONAL MOBILE COMPUTER)   83
7.2 FLEXIBLE SMARTPHONE DESIGNS  83
7.3 WRISTWATCH PHONES   84
7.4 NFC CHIPS IN SMARTPHONE HARDWARE  85
7.5 AUGMENTED REALITY86
7.6 ARTIFICIAL INTELLIGENCE  86
7.7 POWERFUL CHIPSETS 87
7.8 GOING GREEN 87
7.9 SMARTPHONES: THE FUTURE OF SATELLITE RADIO, A SIRIUS XM CASE  88

8.0 SMARTPHONE GROWTH AND TOP FUNCTIONS 90
8.1 TOP 10 ESSENTIAL SMARTPHONE FUNCTIONS: TEXTING HAS CLEAR LEAD 90
8.2 DATA USAGE BY MOBILE OPERATING SYSTEM: 89% Y–O-Y 90
8.3 43% YOY DATA COSTS DROP  91
8.4 SMARTPHONES: 68% OF IMPRESSIONS 92
8.5 NEXT SMARTPHONE, ANDROID OR IOS?   93
8.6 ANDROID GETS HALF OF SALES  93
8.7 APPLE IOS HAS MORE SHARE OF ALL DEVICES  94
8.8 US NON-COMPUTER TRAFFIC 2011   95
8.9 MUSIC LISTENING UP 14%, SURFING UP 6%  96
8.10 MOBILE SOCIAL NETWORKING UP 10% 96
8.11 CONTENT USAGE: ALL GROWTH SOLID BETWEEN 5%-10%  97
8.12 76% USE LOCATION CHECK-IN SERVICES   98
8.13 PHONE VIDEO VIEWING EQUAL WITH IN-CAR  98

9.0 MOBILE INTERNET, SMARTPHONE AND USER BEHAVIOR 100
9.1 123% GROWTH IN MOBILE PURCHASING 2009 VS. 2010  100
9.2 MOBILE BANKING, NAVIGATION TO GROW 2011 100
9.3 DEVICE “LOOK” AND BRAND ARE INFLUENTIAL101
9.4 TABLETS USERS ARE ONLINE SHOPPERS102
9.5 TABLET OWNERS MAKE MORE PURCHASES  103
9.6 HALF MAKE PURCHASES WITH A SMARTPHONE   103
9.7 25% WOULD PAY FOR GROCERIES 104
9.8 SECURITY OF MOBILE-PAY A BIG CONCERN  105
9.9 MOBILE BROWSING IN-STORE GROWS 78% 105

10.0 MOBILE PEOPLE AND SMARTPHONE USER BEHAVIOR 107
10.1 MEN DOUBLE MOBILE PURCHASING Y-O-Y  107
10.2 FEWER WOMEN PURCHASE, BROWSE  107
10.3 BOTH GENDERS CLICKING MORE ADS   108
10.4 HISPANICS HAVE HIGHER MOBILE USE  109
10.5 HISPANICS SEARCH MORE VIA MOBILE 110
10.6 HISPANICS SEARCH MORE VIA MOBILE 110
10.7 GROWING UP DIGITAL, KIDS IMPACT USAGE111
10.8 FAMILIES, YOUNG ADULTS EQUAL BOOMERS   112
10.9 MOBILE SHOPPERS ARE YOUNG, WEALTHY  113
10.10 YOUNG REACT MORE FREQUENTLY TO ADS 113
10.11 61% OF M-RETAIL SHOPPERS ARE UNDER 35114
10.12 13.1 MILLION MOBILE CONSUMERS PERFORM MOBILE RETAIL 115
10.13 YOUNGER SHOPPERS RECOMMEND VIA SMS   115

 

 

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