A few slides here on where UK consumers are in terms of mobile.
Headline findings from the Deloitte Mobile Consumer 2016 include:
- Almost a third, 31%, of smartphone users make no traditional voice calls during the week, compared to from 25% last year and 4% in 2012.
- The majority of survey participants have downloaded 20 or fewer apps.
- By mid-2016, almost two-thirds of UK adults had access to a tablet, but the report suggests growth in tablet penetration growth has slowed.
The section on the use of voice assistants is worth a look given recent developments such as Google Allo and Amazon Echo although the Deloitte survey reports relatively low usage.
For example, less than a third of people (28%) use the assistant on their phone with 11% saying they use it to search for general information, 10% say navigation and 5% say location-based activity.
Data-driven communications such as email, social networking and instant messaging are popular across all age groups with about a third of those aged 65+ using instant messaging rising to about 70% of those aged 18 to 34.
App versus browser figures are also noteworthy with weather, social networking and navigation listed as the top three app activities compared with online shopping, reading the news and email as the top three browser-based activities.
Respondents were also asked whether they would prefer browser, app, social network or none of these if searching for a product on their phone that they were likely to buy, with browser dominating all age groups.
The study also points out that while a browser might be the logical starting point for most people researching travel, frequent travellers might be more likely to start on an app.
The 'day in the life of a smartphone' statistics are also interesting showing, for example that:
- Between 8pm and 10pm, more than 80% of consumers use their smartphone while watching TV
- Between 5pm and 6pm, 9% use their phones to pay for public transport
- 78% use smartphone while using public transport
- 89% use smartphone while at work
The full report can be downloaded here. The report was compiled based on information from about 4,000 UK consumers aged between 18 and