global mobile consumer survey

Analysis

2016 Global Mobile Consumer Survey [infographics]

The market-creating power of mobile

Moving beyond the role of being simple communication devices, mobile has now become a ‘hub’, enabling overall connectivity for consumers and opening doors to Internet-of-things (IoT), mobile payments, virtual reality (VR) and beyond.

Explore the infographics

Explore the infographics below to learn more on how the mobile revolution is opening doors to new markets.

The biggest mobile enthusiasts are not who you think…

In a typical technology adoption curve, the youngest generation demonstrates the highest levels of interest and use of new and innovative technologies. However, Deloitte’s 2016 Global Mobile Consumer Survey results illustrate a surprising trend. Rather than the youngest group, the 18–24 year olds, driving adoption trends, in many cases the 25–34 year old age group is making significant industry impact. The difference is not just incremental, but in some cases by a dominant margin. Let’s dig into the data behind the differences.

Who checks their phones in the middle of the night?

77 percent of 25-34 year olds check their phones in the middle of the night; more than any other age group; 50 percent is average.

Who classifies themselves as early technology adopters?

44 percent of 25-34 year olds classify themselves as early technology adopters, followed by 23 percent of 18-24 year olds and 23 percent of 35-44 year olds.

25–34 year olds are leading in the fitness band and smart watch ownership category.

31 percent of people 25-34 own smart watches; 26 percent of people 25-34 own fitness bands

25–34 year olds are getting more comfortable making mPayments.

21 percent of 25-34 year olds make weekly in-store mobile payments; twice as many as the next highest age group whereas only 10 percent of 18-24 year olds do.

25–34 year olds are causing a dramatic uptick in VoIP usage.

25–34 year olds are substantially more willing to pay for home-based IoT solutions.

80 percent of 25-34 year olds are willing to pay for home monitoring (vs. the average 50 percent). 78 percent are willing to pay for home control (vs. the average 48 percent). 68 percent are willing to pay for entertainment (vs. the average 32%).

25–34 year olds have the highest interest of any age group in autonomous vehicles.

35 percent of the are likely to buyan autonomous car; almost twice as many as any other age group. 20 percent of 18–24 year olds are likely to buy an autonomous car; the second most likely age group.

The market-creating power of mobile

The rise of mobile has paved the way for whole new markets, such as mobile payments, the Internet-of-Things (IoT), location-based advertising, and an entire ecosystem of apps including social media. Explore our 2016 Global Mobile Consumer Survey: US Edition infographic to learn more. 

 

Life essentials: Air, water, food, and smartphones

The speed in which we look at our phones in the morning is continuing to become faster and faster.

  • 43 percent of respondents check their phones within 5 minutes of waking up.
  • We check our phones approximately 47 times a day.
  • Similarly, 35 percent of consumers check their phones 5 mins before preparing to sleep.
  • 50 percent of the consumers check their phones in the middle of the night.

 

The mobile device landscape: Where to from here?

  • After an explosive growth period, smartphone penetration increased only 7 percent ( 70 percent to 77 percent) reaching saturated levels.
  • Smart watches (12 percent vs 4 percent last year) and fitness bands (17 percent vs 10 percent last year) show higher growth percentages. VR headsets, a newer product in the market remains a niche product, with 8 percent of the consumers reporting ownership.
  • Device penetration is naturally higher among 18- to 24-year-olds but most of the smartphone growth occurred in the 45+ demographic.

Mobile devices: They're in on the action

"While out shopping" and "while at work" still rank as the #1 activities with 93 percent reported usage. Spending leisurely time and watching TV follow closely at 90 percent and 89 percent.

 

mPayments

In 2015 mPayments usage for in-store payments increased to 18 percent  from 5 percent in 2014. This year, the growth is plateauing at 20 percent.

   

 

 

IoT: The (connected) light bulb has turned on

  • Car based IoT still ranks at #1 spot with 75 percent of consumers stating interest. Home-based IoT interest showed the largest increase from 53 percent in 2015, to 65 percent and taken over personal IoT (wearables) at 62 percent for the #2 spot.
  • 62 percent of the consumers would consider eventually owning or riding in an autonomous car. 16 percent of those aged 25-34 would consider riding and owning one now.

Security and privacy: How aware are consumers?

  • 52 percent of the respondents are willing to share usage data with companies as long as they can choose what information to share.
  • 63 percent of the respondents prefer to use PIN or passwords when unlocking a phone or authorizing mobile payments or other transactions.
  • Only 31 percent of consumers prefer to use fingerprints

Don't put your device down yet.

Read more about mobile consumer habits in the 2016 Global Mobile Consumer Survey: US Edition executive summary.

Look Deeper

Look deeper into what's ahead in the Telecommunications industry by reading our 2017 Telecommunications Industry Outlook.
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