德勤：2017年美國移動消費者報告英文（18頁）.pdf

1、2017 Global Mobile Consumer Survey: US edition The dawn of the next era in mobile 2017 Global Mobile Consumer Survey: US edition | The dawn of the next era in mobile b Contents Device addiction shifts to device etiquette 2 Older generations mirror the younger 4 Wireless is everywhere 6 Choosing a ne

2、twork: Down to the core of wireless 9 Connecting the dots on IoT 11 The second coming of the second-hand smartphone 13 Summary: The momentum continues 14 2017 Global Mobile Consumer Survey: US edition | The dawn of the next era in mobile 1 Though adoption was initially driven by the younger generati

3、ons, the use of mobile is not restricted to the youngtheres a new demographic thats leading the charge now. Consumers age 55 and older in the United States now are among the leading adopters and drivers of many devices and services. For example, consumers in this age group have a three-year smartpho

4、ne compound annual growth rate (CAGR) of nearly eight percent compared to roughly two percent for 18- to 34-year-olds. This is just one of the findings of Deloittes 2017 Global Mobile Consumer Survey, which has now been fielded for seven consecutive years. For the first time, however, we are seeing

5、the use of smartphone apps and functions beginning to matureacross all age groupsafter a boom generation of constant growth. Deloittes Global Mobile Consumer Survey is grounded in a study of 2,000 US-based consumers, ages 18 to 75. This years survey marks the seventh consecutive year that Deloittes

6、global Telecom practice has assessed and analyzed consumer attitudes about mobile technology. It confirms again the continued vibrancy of the mobile sector. Most of us cant imagine life without a smartphone since mobile makes the mundane exciting. Meeting with friends, phoning grandma, organizing a

7、lunch, or checking a statistic a few minutes before a business meetinghow did we ever live without them? 2017 Global Mobile Consumer Survey: US edition | The dawn of the next era in mobile 2 2 The number of times we look at our phones each day has not increased over the past three years, and the urg

8、ency with which we reach for our phones has plateaued as well. Eighty-nine percent of consumers still indicated that they first looked at their phones within an hour of waking up. This is almost the same as last years number which was 88 percent. Similarly, this years survey indicates that at the cl

9、ose of the day, 81 percent of respondents looked at their phones in the hour before going to sleep. This number is also 81 percent in 2016, and 79 percent in 2015, again a confirmation of a trend forming. In a similar vein, for the past three years the overall number of times users look at their pho

10、nes has plateaued at approximately 47 times per day. One of the few exceptions is the youngest group (ages 18 to 24). They check their phones 86 times a day (up from 82 times in the prior year), and their group represents the highest percentage increase across all generations. Despite this relative

11、leveling off, we still consult our phones a staggering number of times a day. All 264 million US smartphone users collectively look at their phones some 12 billion times a day! The 2017 survey also indicated that usage in most of the typical places in which we employ our phones has declined or remai

12、ned constant since 2016. Again, a notable trend given that it is a first of its kind. These places or circumstances include phone use when eating at home and in restaurants, watching TV, talking to friends, or shopping. Device addiction shifts to device etiquette Source: US edition, Deloitte Global

13、Mobile Consumer Survey Base: Smartphone owners 2014-2015: 1458, 2016: 1530, 2017: 1634 Typically how long is the interval between waking up and looking at your phone for the first time? At the end of the day, typically how long is the interval between looking at your phone for the last time and prep

14、aring to sleep? Immediately Within 5 minutes Within 5 minutes Within 15 minutes Within 15 minutes Within 30 minutes Within 30 minutes Within an hour Within an hour Within 2-3 hours Within 2-3 hours ImmediatelyLonger than 3 hours Longer than 3 hours 2016 18% 43% 62% 76% 88% 93%97% 99% 95% 89% 76% 62%

15、 42% 16% 2017 Immediately Within 5 minutes Within 5 minutes Within 15 minutes Within 15 minutes Within 30 minutes Within 30 minutes Within an hour Within an hour Within 2-3 hours Within 2-3 hours ImmediatelyLonger than 3 hours Longer than 3 hours 2016 15% 35% 54% 68% 81% 89%95% 96% 90% 81% 66% 50% 3

16、5% 14% 2017 Immediately Within 5 minutes Within 5 minutes Within 15 minutes Within 15 minutes Within 30 minutes Within 30 minutes Within an hour Within an hour Within 2-3 hours Within 2-3 hours ImmediatelyLonger than 3 hours Longer than 3 hours 2017 Global Mobile Consumer Survey: US edition | The da

17、wn of the next era in mobile 3 Even the number of apps consumers download and install on their devices has more or less plateaued. The average number of apps installed has increased only marginally to 23, from last years 22. Asked for their reasons for not installing more apps, 57 percent of respond

18、ents said they didnt see the need for them, while 25 percent maintained they did not have enough space on their phones for more. For road warriors who spend most of their time outside the office and rely on their mobile devices for work-related communications, it is much the same story. Work activit

19、ies, such as email and calendar management, remain important tasks, but only at roughly the same level of last year. How many times would you estimate you look at your phone in a day? How often, if at all, do you use your mobile phone while doing the following? 92% 90% 89% 85% 81% 78% 59% 54% 44% 93

20、% 90% 89% 86% 83% 78% 62% 58% 42% While out shopping Spending leisure time Watching TVTalking to family/friends While eating in a restaurant While drivingIn a business meeting When crossing the road Eating at home Total18-2425-3435-4445-5455-6465-74 Source: US edition, Deloitte Global Mobile Consume

21、r Survey, Aug 2016, July 2017 Base: Smartphone owners: 1530 (2106), 1634 (2017) Note: Respondents for which a particular activity does not apply have been excluded from this analysis (i.e., respondents who do not work have not been asked if they use their phone in a business meeting). Source: US edi

22、tion, Deloitte Global Mobile Consumer Survey, July 2017 Base: Smartphone owners aged 18-24 years, US, 2017: 1634 (233 age 18-24) 2014 2015 2016 2017 2016 2017 32% 21%21% 25%25%27%27%22% 16% 21% 21%20% 10%13% 14%15% 4% 7% 6% 7% 3% 4% 4% 4%4% 5% 5% 6% Under 10 times Total18-2425-3435-4445-5455-6465-74

23、 0% 35% 30% 20% 25% 10% 15% 5% Between 11 and 25 times Between 26 and 50 times Between 51 and 100 times Between 101 and 200 times Over 200 timesI dont know 33% 66% 44% 32% 24% 16% 12% 46% 84% 58% 44% 30% 22% 19% 47% 82% 64% 51% 35% 20% 16% 47% 86% 67% 49% 30% 22% 17% 0% 20% 40% 60% 80% 100% 2017 Glo

24、bal Mobile Consumer Survey: US edition | The dawn of the next era in mobile 4 With such a prodigious variety of mobile products and services available, it may come as no surprise that some consumers believe that they may be using their smartphone too frequently. And which age group expresses the hig

25、hest levels of concern? Seventy-five percent of those ages 25 to 34, and 72 percent of those ages 18 to 24 report that they “definitely” or “probably” use their phone too much. Contrast that with only 13 percent of those over 55 who report the same concern, despite the rapid increase in usage by tha

26、t age group. Almost half (47 percent) of all ages said they try to reduce or limit their smartphone use. Again that trend is led predominantly by the two youngest age groups. How often, if at all, do you use each of these on your mobile phone? Attitude towards limiting phone usageTop 5 steps taken t

27、o limit the usage Yes, I make an effort and I usually succeed Yes, I try but it doesnt usually work No, but I would like to No, and I dont intend to Dont know Source: US edition, Deloitte Global Mobile Consumer Survey, July 2017 Base1: All smartphone owners, US, 2017: 1634 Base2: All who tried to li

28、mit phone usage, US, 2017: 774 Deloitte Global Mobile Consumer Survey, 2017 38% 3% 30% 17% 12% 38% Keep their phone in handbag/ pocket when meeting other people 32% Turn off audio notifications 27% Keep phone in bag/ pocket when on my own 26% Deleted apps 26% Turn off phone at night 1 2 3 4 5 4 2017

29、 Global Mobile Consumer Survey: US edition | The dawn of the next era in mobile 5 Older generations mirror the younger So who is driving the future trends of mobile? The natural assumption is teens (18 to 24) and young adults (25 to 34)and in many cases that is true. 2017 data indicates, however, th

30、at some of the technology adoption habits traditionally associated with younger users are now becoming the habits of the oldest usersnot just all ages, but the oldest. Which raises the intriguing question: Could the oldest generations be mirroring the youngest in terms of their usage? Lets look at t

31、he facts. The strongest growth in smartphone ownership for two years running is among those 55 and older. The three-year CAGR for ownership among consumers over 55 is 7.91 percent. And what about our teens and young adults? The CAGR is just 1.40 percent and 2.34 percent, respectively. The median age

32、 group sits right around the average CAGR of roughly five percent. For ages 45 to 54, the smartphone penetration in 2017 was at 82 percentthe same as the overall average. Which, if any, of the following devices do you own or have ready access to? Smartphone penetration by age group Source: US editio

33、n, Deloitte Global Mobile Consumer Survey, August 2015, August 2016, August 2017 Base: All respondents US, 2015: 2069, 2016: 2000, 2017: 2000 Total 0% 10% 20% 30% 40% 70% 5.42% 1.40% 2.34% 5.34% 7.88%7.91% 77% 82% 89%88%93% 85%86% 91% 77% 84% 90% 65% 75% 82% 53% 62% 67% 50% 60% 70% 80% 90% 100% 18-2

34、425-3435-4445-5455+ Penetration rate 2015 2016 2017 CAGR (2015-2017) 2017 Global Mobile Consumer Survey: US edition | The dawn of the next era in mobile 6 But the trend doesnt stop there. When it comes to smartphones, the oldest generations have equivalent or higher frequency of use among any age gr

35、oup except those 18 to 24. When it comes to smart watches, the oldest generation has the highest rate of daily use. For those ages 55 to 75, daily use of smart watches reached 75 percent, compared to just 58 percent for 18- to 24-year-olds. Note that the greatest penetration of smart watches is amon

36、g young people ages 25 to 34 (25 percent), but only 60 percent of that age group reported daily use. Heres the “so what?”: Daily life in the US without a mobile phone, and now potentially without connected “wearables,” is becoming less and less possible for all ages. That is particularly the case if

37、 you want to engage and communicate with the youngest generations who now rely on various apps on their smartphones to do sotext (SMS), IM, social media, etc. Source: US edition, Deloitte Global Mobile Consumer Survey, July 2017 Base: All respondents aged 18-75 years , US, 2017: Standard cell phone:

38、 325, Smartphone: 1,634, Small tablet 7-9 inch: 744, Large tablet over 9 inches: 728, Laptop Computer: 1561, Desktop/tower computer: 1228, eBook: 479, Smart watch: 255, Fitness band: 452, Portable games player: 414, VR Headset: 205 When did you last use your smartphone? Frequency of usage by devices

39、martphones 82% 84% 86% 88% 90% 92% 94% 96% 98% 100% 94% 1% 1% 1% 1% 1% 1% 3% 2% 5% 88% 1% 3% 3% 5% 5% 6% 89% 4% 89% 91% 92% 1% 1% 1% 3% 1% 1% 3% 3% 18-2425-3435-4445-5455-6465-74 Last day Last week Last month Last three months Longer than three months ago Never 2017 Global Mobile Consumer Survey: US

40、 edition | The dawn of the next era in mobile 7 Despite evidence that consumers wireless usage habits are beginning to mature, our wireless society has continued to thrive over the past several years. Our survey data indicate that smartphone penetration has reached 82 percent across all age groupsth

41、ats nearly 264 million smartphones in the US. By age group, smartphone penetration is the highest among ages 18- to 24-year-olds, at a staggering 93 percent. However, while 25- to 34-year-olds dominate the use of smartphones, the lead in virtually every other device category resides among 25- to 34-

42、year- oldsbe it for tablets (16 points ahead of 18 to 24s), smart watches (18 points ahead), fitness bands (8 points ahead), and virtual reality (VR) headset penetration (9 points ahead). Wireless is everywhere Source: US edition, Deloitte Global Mobile Consumer Survey, July 2013, Jul-Aug 2014, July

43、 2015, Aug 2016, July 2017 Base: All respondents aged 18-75 years, US, July 2013:2000, Jul-Aug 2014: 2001, July 2015: 2069; Aug 2016: 2000; July 2017: 2000 Which, if any, of the following devices do you own or have ready access to? Device penetration 20132017 51% 31% 20% 2% 58% 38% 22% 5% 2% 70% 51%

44、 10% 4% 77% 59% 21%21% 17% 12% 8% 82% 62% 24% 23% 13% 10% 0% 20% 40% 60% 80% 100% SmartphoneTableteBookFitness bandSmart watchVirtual reality headset 2013 2014 2015 2016 2017 2017 Global Mobile Consumer Survey: US edition | The dawn of the next era in mobile 8 What about interest in purchasing mobil

45、e devices in the coming year? The largest increase, on a percentage-growth basis, is likely to be in smart watches and VR headsets. Its noteworthy that in 2017 smart watches experienced a relative lull in penetration growth compared to 2016. But this could simply be an indication that consumers are

46、awaiting the next generation of smart watches, which will be more powerful, have longer-lasting batteries, and will be “natively connected” (as opposed to requiring a smartphone to connect). Although still a niche productwith a reported 10 percent product penetrationVR headsets enjoy a relatively de

47、voted user group. Nearly half of the respondents who own VR headsets said they had used the device in the last week, and 15 percent watch VR content on a daily basis. Lets now look beyond the devices themselves and at communications services. All areas of that sector saw at least some growth. Text m

48、essages were again the top service on a weekly basisused by 91 percent of those surveyed. But this general increase was also true for voice calls. That result reverses a four-year decline. In the latest survey, 86 percent of respondents said they make a voice call weekly. That statistic corroborates

49、 survey data that indicate the third most important feature offered by a mobile operator is “quality and coverage of network for voice calls.” The story for mPayments was also positive in 2017, despite its relatively limited adoption. Those who said they made an in-store mobile payment with a smartphone or other device reached 29 percent in 2017. Thats a nearly 50 percent increase over 2016and that includes a 50 percent increase among those who use it weekly (the p