1、2018 Global Mobile Consumer Survey: US Edition A new era in mobile continues 2 Contents Smartphones take center stageagain 2 Maturing mobile behaviors affect tablets, wearables, mPayments 6 Voice assistants, 5G represent top opportunities in coming year 11 Summary: An inflection point for the entire

2、 mobility industry? 16 1 2018 Global Mobile Consumer Survey: US Edition | A new era in mobile continues Major changes typically dont occur overnight. This is certainly true of mobility, where several interdependent factors need to coalesce for the market to take significant steps forward. While we s

3、aw hints of these developments in 2018, one major story remained unchanged from our previous survey: the smartphones position at the center of the mobile universe. The smartphone continues to reign supreme as consumers preferred device for most online actions, as well as for controlling and monitori

4、ng a host of daily activities. As a result, Americans now view their smartphones about 14 billion times per dayan average of 52 looks per user.1 Smartphones have become so indispensable that some consumers fear they use them too much. These are just some of the findings from the US Edition of Deloit

5、tes 2018 Global Mobile Consumer Survey. For this years report, Deloitte surveyed 2,000 US-based consumers to learn more about behaviors and trends that are influencing a wide range of wireless and mobility products and services. This eighth edition of the Global Mobile Consumer Survey also highlight

6、s the differences among US consumers across generational dividescapturing findings from six distinct age groups, ranging from ages 18 to 75. While smartphones continued to thrive over the past year, other mobile platforms (including tablets) showed signs that the market is still trying to figure out

7、 ifand wherethey fit. At the same time, all consumer age groups showed increased awareness about data privacy and security. Meanwhile, US consumers expressed growing interest in voice- assisted technologies, certain Internet of Things (IoT) applications and devices, and the introduction of fifth-gen

8、eration (5G) wireless technologies. Q. Which, if any, of the following devices do you own, or have ready access to? Source: Deloitte Global Mobile Consumer Survey, US edition, August 2017, August 2018. Base: All respondents US, 2017: 2,000; 2018: 2,003. Smartphones take center stageagain Over the pa

9、st year, smartphones easily remained the most favored mobile device among US consumers. According to our survey, their market penetration rose from 82 percent in 2017 to 85 percent in Smartphones thrive as some other devices stall 2018 Global Mobile Consumer Survey: US Edition | A new era in mobile

10、continues 2 2018 (see figure 1)three times the growth rate of smartwatches (the only other mobile device that increased its market penetration over the last year). Figure 1. Device penetration 2018 and year-on-year growth Source: Deloitte Global Mobile Consumer Survey, USA edition, August 2015, Augu

11、st 2016, August 2018 Base: All respondents USA, 2015: 2069, 2016: 2000, 2018: 2000; 2018: 2003 Smartphone penetration grew, while other devices were stagnant. Tablet declined most. Which, if any, of the following devices do you own or have ready access to? VR headset Standard mobile phone Smartwatch

12、 Portable games player eReader Fitness band Desktop Tablet Laptop computer Smartphone 8% 13% 14% 18% 20% 21% 57% 57% 77% 85%+3% -1% -5% -4% -2% -4% -3% +1% -3% -2% Q. Which, if any, of the following devices do you own, or have ready access to? Source: Deloitte Global Mobile Consumer Survey, US editi

13、on, August 2015, August 2016, August 2017, August 2018. Base: All respondents US, 2015: 2,069; 2016: 2,000; 2017: 2,000; 2018: 2,003. In our survey, growth in smartphone penetration was strongest among older age groupsparticularly US consumers aged 4554 and 55+ (see figure 2). This finding also refl

14、ects the already strong smartphone market penetration among younger generations almost reaching saturation levels with penetration percentages hovering around 90 percent. Across virtually all age groups, however, US consumers are viewing their smartphones more often than ever before. US smartphone o

15、wners now look at their phones an average of 52 times dailyan increase of about 6 percent over last year. As a result, 39 percent of US consumers think they use their smartphones too much. And, contrary to the common perception, 60 percent of 18- to 34-year- olds admit to smartphone overuse, the hig

16、hest level of any age group. Whats more, 63 percent of US consumers report theyre This finding might be considered unsurprising, given the smartphones domination of the consumer device landscape since its inception a little over a decade ago. One strong indication of consumers increasing reliance on

17、 smartphones “as a hub” is that 20 percent of US adults now use the device as their primary form of online access at home, rather than using a traditional broadband service.2 3 Source: Deloitte Global Mobile Consumer Survey, USA edition Base: Selected respondents USA, 2015: 2069; 2016: 2000; 2017:20

18、00; 2018: 2003 Smartphone adoption rate among older generations continues to outpace Millennials. Which, if any, of the following devices do you own or have ready access to? 70% 89% 85% 77% 65% 53% 77% 88% 86% 84% 75% 62% 82% 93% 91% 90% 82% 67% 85% 94% 89% 92% 89% 74% 6.8% 1.8% 1.5% 6.1% 10.9% 11.6

19、% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 0% 5% 10% 15% 20% 25% Penetration rate 20018CAGR (20152018) Total3545 Total4455455+ trying to limit their smartphone usagebut only a little more than half of that percentage (32 percent) are succeeding in cutting back. And yet, the

20、appeal of smartphones remains strong, whether the phone is new, old, or even a secondhand device. For example, more than 80 percent of smartphone owners bought their latest device within the last two years. Younger users (particularly those aged 1844) tend to replace their smartphones sooner than ot

21、her age groups. That said, users are holding onto their smartphones longer. Figure 2. Smartphone penetration by age group 2018 Global Mobile Consumer Survey: US Edition | A new era in mobile continues 4 Figure 3. Preferred devices for online activities Q. Which, if any, is your preferred device for

22、each of the following activities? Source: Deloitte Global Mobile Consumer Survey, US edition, Jul-Aug 2018. Base: All smartphone owners ages 1875 US, 2018: 1,705. Note: Laptop does not include hybrid. Across most age groups, smartphones remain the preferred mobile device for a broad range of activit

23、iesfrom checking bank balances and social networks, to watching short videos and making video calls, to reading the news, playing games, taking photos, and creating videos (see figure 3). Smartphones also serve as a hub for monitoring and controlling a wide variety of actions and devices. Among the

24、most popular smartphone uses are tracking fitness levels, controlling musical choices on speakers, casting video from phone to TV, selecting TV content, monitoring calorie intake, and controlling home security and heating/cooling systems. While smartphones are a go-to device across a vast array of c

25、ommunication channels, multiyear usage growth is strongest in Internet-based communications such as SMS, voice calls, email, and social networks. Smartphones act as a hub for myriad activities While the smartphone has established itself as the “Swiss army knife” of mobile devices, it appears that ot

26、her popular devices such as tablets have more specific uses among different age groups. This finding highlights an important distinction between smartphones and other connected devices. TotalMaleFemale4455455646575 LaptopLaptopLaptopLaptopPhoneLaptopLaptopLaptopDesktop LaptopLaptopLaptopL

27、aptopLaptopLaptopLaptop Laptop/ Desktop Desktop PhonePhonePhonePhonePhonePhoneLaptopDesktopDesktop PhonePhonePhonePhonePhonePhonePhonePhoneLaptop PhonePhonePhonePhonePhonePhonePhonePhonePhone PhonePhonePhonePhonePhonePhonePhonePhonePhone PhonePhonePhonePhonePhonePhoneLaptopLaptopLaptop LaptopLaptopL

28、aptopLaptopPhoneLaptopLaptopLaptopDesktop PhonePhonePhonePhonePhonePhoneLaptop Laptop/ Desktop Laptop/ Desktop Phone Gaming console PhonePhone Gaming console PhonePhonePhoneTablet PhonePhonePhonePhonePhonePhonePhonePhonePhone PhonePhonePhonePhonePhonePhonePhonePhonePhone Activity Browse shopping web

29、sites Make online purchases Check bank balances Check social networks Video calls Voice calls using the Internet (VoIP) Watch short videos Online search Read the news Play games Take photos Record videos Which, if any, is your preferred device for each of the following activities? Source: USA editio

30、n, Deloitte Global Mobile Consumer Survey, Jul-Aug 2018 Base: All smartphone owners aged 1875 years, USA, 2018: 1,705 Note 1: *denotes that the categories mentioned have an equal percentage, Note 2: Laptop does not include hybrid 2018 Global Mobile Consumer Survey: US Edition | A new era in mobile c

31、ontinues 5 Its no secret that smartphones are a primary driver of todays “always connected” lifestyle. While the line separating work and play used to be fairly distinct, smartphone-enabled connectedness is now making work time more personal, and personal time more work-oriented (with personal time

32、edging work time by a slim margin). For example, more than a third of adults report that they use their smartphones “very/fairly often” for business purposes outside normal working hours. And 59 percent say they use their personal smartphone during normal working hours “very/fairly often” (see figur

33、e 4). “Always connected” consumers see line blur between work and play Figure 4. Smartphone usage for work and personal purposes Q. During a typical working week, how often, if at all, do you use your smartphone for business purposes outside of your normal working hours? Do you use your phone for pe

34、rsonal purposes during your normal working hours? Does your smartphone usage for personal purposes distract you at work? Source: Deloitte Global Mobile Consumer Survey, US edition, Jul-Aug 2018. Base: All smartphone owners ages 1875, who are working: 1,111; smartphone owners who use smartphone for p

35、ersonal purposes at work: 1,039. Source: USA edition, Deloitte Global Mobile Consumer Survey, Jul-Aug 2018 Base: All smartphone owners aged 1875 years and who are in work: 1,111, smartphone owners who use smartphone for personal purposes at work: 1,039 Over 1 in 3 working adults continue to use thei

36、r smartphones very/fairly often for business purposes outside of their normal working hours. 41% claim that smartphones occasionally distract them at work. Work usage for personal smartphone users outside of normal working hours Personal smartphone usage during normal working hours 30% 35% 35% 35% 5

37、9% 6% NeverOccasionallyVery/fairly often During a typical working week, how often, if at all, do you use your smartphone for business purposes outside of your normal working hours? Do you use your phone for personal purposes during your normal working hours? Does your smartphone usage for personal p

38、urposes distract you at work? When it comes to getting work done, the primary uses of smartphones are email (56 percent of respondents), making standard calls (52 percent), calendar management (37 percent), using maps (34 percent), and communicating with colleagues/clients via instant messaging (24

39、percent). 2018 Global Mobile Consumer Survey: US Edition | A new era in mobile continues 6 While smartphones continued their momentum over the past year, the same was not true for tablets. Judging from our survey results, its becoming increasingly clear that consumers view tablets as opportunistic d

40、evices, best suited for a few specific tasksas opposed to the smartphone, which consumers use for everything. In addition, larger smartphone screen sizes are probably causing many consumers to reconsider whether they really need a tablet. As a result, tablets suffered the largest year-over-year decl

41、ine in market penetration of any device category in our survey, slipping from 62 percent to 57 percent. It now appears that 2018 may have marked an inflection point in smartphone vs. tablet market penetration across all age groups. While smartphone penetration grew in all age groups except for one (

42、25- to 34-year-olds), tablet penetration dipped across the board. Other market studies illustrate this trend as well, with some analyst firms attributing tablets sales slump to a lack of both innovation and high-profile product launches.3 Another revealing finding in Deloittes survey is the relative

43、 absence of tablets as a preferred device for various mobile activities. Only one age group (65+) named tablets as a favored device for a particular activity (playing games). Tablets (52 percent) now rank behind smartphones (94 percent), laptops (74 percent), desktop computers (71 percent), smartwat

44、ches (67 percent), and fitness bands (60 percent) in daily usage among respondents (see figure 5). Figure 5. Mobile device usage (daily) Q. When was the last time you used each device? Source: Deloitte Global Mobile Consumer Survey, US edition, Jul-Aug 2018. Base: All respondents ages 1875, 2018: sm

45、artphone: 1,705; laptop computer: 1,552; desktop/tower computer: 1,137; smartwatch: 273; standard mobile phone: 252; fitness band: 413; large tablet, over 9 inches: 707; small tablet, 79 inches: 638; e-book: 400; portable games player: 356; VR headset: 169. Maturing mobile behaviors affect tablets,

46、wearables, mPayments Tablets and wearables face an inflection point Tablet daily usage below fi tness bands indicating its diminished relevance to consumers Source: USA edition, Deloitte Global Mobile Consumer Survey, Jul-Aug 2018 Base: All respondents aged 1875 years, 2018: Smartphone: 1,705, Lapto

47、p computer: 1,552, Desktop/tower computer: 1,137, Smart watch: 273, Standard mobile phone: 252, Fitness band: 413, Large tablet: over 9 inches: 707, Small tablet: between 79 inches: 638, eBook: 400, Portable games player: 356, VR headset: 169; When was the last time you used each device? Was it with

48、in the? VR headset Tablet Fitness band Smartwatch Desktop Laptop Smartphone 17% 52% 60% 67% 71% 74% 94% Daily Usage 2018 Global Mobile Consumer Survey: US Edition | A new era in mobile continues 7 In the case of wearables, market penetration of the smartwatch increased over the past year (by 1 perce

49、ntage point) while the market penetration for both fitness bands and virtual reality headsets decreased from 10 percent to 8 percent. Smartwatches undoubtedly benefited from their increasingly tight integration with smartphones, which boosts their utility and value. On the other side of the coin, perhaps one of reasons for fitness bands decline is that smartwatches now integrate features once unique to fitness trackers. As a result, some fitness-band makers are being squeezed out of the market. The increased screen sizes, performance, and versatility of smartphones hav