The recent Kantar Worldpanel ComTech survey interviewed one million mobile phone customers across Europe. The investigation, which you can read more about here, was designed to shed some light on the proliferation of smartphone sales and the user behaviour of those who either owned an Android handset, iPhone or Blackberry model.
And in general, more people are opting to purchase a smartphone. Over 37 per cent of British consumers now own a smartphone, with that figure looking very likely to grow in the next five years. This increase is because of two simple reasons:
Firstly, smartphones are getting cheaper to own.The growth of pre-pay smartphones in the UK has risen from 18 per cent to 21 per cent in one year and, gradually, more consumers are now able to afford an iPhone or Blackberry.
Secondly, consumers want more functionality from their mobile device. The research from Kantar found the growth in smartphone usage in the country is being fuelled from non-smartphone users upgrading to a new handset. 74.3 per cent of new Android sales come from owners of older-generation mobiles, while 85 per cent of new Blackberry sales come from users with no previous experience with smartphones.
But while smartphone usage is continuing to rise, the activity of these users should also be studied.
63.5 per cent of the smartphone market in the United Kingdom use their phone to send or receive emails, while 49 per cent use the device to download an application. Meanwhile, 59.3 per cent of iOS and Android users rely on their phone for social networking.
Let’s take a minute to compare that data to the total market. In all, 32.6 per cent of the UK use their phones for emails. Over 20 per cent use their handset for an application, while nearly 30 per cent access their Twitter and Facebook accounts on the move.
In all, this data presents a compelling (or worrying, depending on your readiness) picture for companies hoping to embrace the smartphone age.
Consumers are heading mobile. There’s no doubt about it. They are tweeting, emailing and texting their friends. They are tweeting, emailing and texting companies. A new breed of customer is emerging in the wake of this smartphone invasion and it’s crucial that organisations begin to realise the benefits of providing an all-encompassing service which allows them to manage this consumer data.
The mobile generation is coming. Are you ready for them?