smartphone ownership and attitudes - puca · 2016-07-07 · analysis of popular smartphone brands...
TRANSCRIPT
![Page 1: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/1.jpg)
Smartphone Ownership and Attitudes17 October 2011
Findings from iReach Omnibus Survey
![Page 2: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/2.jpg)
Background
» This survey was conducted on behalf of Púca, by Market Research
firm iReach, during the period 22nd - 29th September 2011 using the
iReach Consumer Decisions Research Panel which delivered 1,000
responses from adults in Ireland aged 18+ to 55+ and is nationally
representative by Age, Region, Gender and Social Class.
![Page 3: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/3.jpg)
iReach Consumer SurveyConsumer Demographic Profile
![Page 4: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/4.jpg)
Sample size of consumers=1,000
![Page 5: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/5.jpg)
Smartphone Analysis
![Page 6: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/6.jpg)
A majority of respondents own a smartphone
Note: a ‘Smartphone’ was defined in the survey as follows: A smartphone is a mobile phone that is like a computer in your hand; it is capable of internet access, email, downloading applications, GPS, and taking photos. Smartphones usually have touch-screens but some models also have physical keys.
![Page 7: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/7.jpg)
Detailed Breakdown of Smartphone ownership
» Males show higher levels of smartphone ownership.
» Highest amongst young adults (18-24 and 25-34)
Breakdown Smartphone Ownership
All 54%
Males 57%
Females 51%
18-24 59%
25-34 63%
35-44 56%
45-54 41%
55+ 43%
![Page 8: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/8.jpg)
iPhone is the most popular smartphone brand in Ireland
![Page 9: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/9.jpg)
Detailed Breakdown of Popular Smartphone Brands in Ireland
Total Males Females 18-24 25-34 35-44 45-54 55+
1. Apple (iPhone) 28% 19% 35% 10% 33% 27% 33% 20%
2. Samsung 22% 25% 20% 30% 21% 20% 24% 25%
3. Nokia 17% 21% 14% 10% 13% 20% 15% 28%
4. HTC 12% 15% 10% 20% 14% 13% 3% 10%
5. Sony Ericsson 8% 9% 7% 7% 9% 7% 10% 5%
6. Blackberry 7% 8% 6% 13% 5% 5% 9% 10%
7. LG 2% 1% 3% 3% 2% 3% 2% 0%
8. Motorola 0% 0% 0% 0% 0% 0% 0% 0%
Other brands 4% 2% 5% 7% 3% 5% 4% 2%
![Page 10: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/10.jpg)
Analysis of Popular Smartphone Brands in Ireland
» iPhone is the most popular smartphone in the market with 28% of respondents who have
smartphones using one.
» iPhones are almost twice as more popular with females (35%) compared to males (19%).
» Of all age segments, the late young (25-34s) and middle-age adults (35-54s) are most
inclined to own iPhone.
» Samsung (22%) and Nokia (17%) are 2nd and 3rd most popular smartphone devices.
» Samsung dominates male (25%) and the early young adult (30%) segments.
» Nokia leads market share with mature cohorts 55+ at 28%.
» Recent entrant HTC is becoming popular with tech-savvy cohorts, both males (22%) and
the early young adults 18-24 (20%).
![Page 11: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/11.jpg)
iPhone and Nokia are popular choices for next mobile phone
![Page 12: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/12.jpg)
Total Males Females 18-24 25-34 35-44 45-54 55+
1. Nokia 48% 47% 49% 24% 43% 49% 56% 49%
2. Apple (iPhone) 14% 15% 14% 19% 18% 14% 11% 13%
3. Samsung 13% 16% 12% 24% 14% 18% 8% 8%
4. Sony Ericsson 6% 4% 8% 5% 8% 5% 5% 9%
5. Blackberry 5% 6% 4% 5% 3% 5% 4% 8%
6. HTC 5% 8% 3% 5% 8% 5% 4% 4%
7. LG 3% 2% 3% 10% 0% 2% 5% 4%
8. Motorola 1% 0% 1% 0% 1% 0% 0% 2%
Other brands 5% 2% 6% 8% 5% 2% 7% 3%
Detailed Breakdown of Respondents Next Phone Purchase
![Page 13: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/13.jpg)
Analysis of Respondents Next Phone Purchase
» Nokia (48%), iPhones (14%) and Samsung are the most popular choices of next
phone for Irish consumers.
» While Nokia is likely to dominate next purchase choices of middle-aged and
mature adult consumers, iPhones and Samsung phones are likely to become the
next phone choice amongst young adults.
» iPhones are likely to face fierce competition from its rival Samsung, when growing
its market share in the 18-24 segment, while Nokia phones may soon be
abandoned by this young cohort, showing little interest in Nokia phones when
compared to other cohorts.
![Page 14: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/14.jpg)
App Usage Analysis
![Page 15: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/15.jpg)
Most respondents have downloaded apps
![Page 16: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/16.jpg)
Detailed Breakdown of App Downloading
Breakdown Apps Downloaded
All 78%Males 78%
Females 78%
18-24 83%
25-34 83%
35-44 77%
45-54 78%
55+ 60%
Breakdown Apps Downloaded
All 98%Males 97%
Females 99%
18-24 100%
25-34 98%
35-44 100%
45-54 100%
55+ 88%
All Respondents: iPhone Users
» 78% of all respondents have downloaded apps on their smartphones,
this is highest amongst young adults.
» iPhone users are the number one users of apps with 98% of iPhone
users downloading apps.
![Page 17: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/17.jpg)
Word of Mouth Most Important Way to Find New Apps
» Top three ways
![Page 18: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/18.jpg)
Detailed Breakdown of App Discovery
Ranking First Second Third Fourth Fifth
1. I heard about it from friends 31% 13% 11% 1% 1%
2. I searched for an App like this on the App store and downloaded 21% 17% 11% 4% 1%
3. I saw it on App Store charts and then downloaded it 19% 15% 9% 1% 1%
4. I read about it on a website 4% 13% 11% 5% 1%
5. I read about it on Facebook/Twitter or other social media sites 4% 5% 4% 1% 3%
6. I read about it in a magazine/newspaper 3% 5% 7% 3% 3%
7. I clicked on an ad for it within a mobile site 3% 5% 4% 3% 1%
8. I clicked on an ad for it within another app 3% 25 3% 2% 1%
9. I saw an Ad for it in a magazine/newspaper 2% 3% 4% 1% 2%
10. I saw an Ad for it on TV 2% 2% 2% 1% 0%
11. I clicked on an Ad for it on FB/Twitter or other social media sites 2% 5% 3% 2% 1%
12. I heard about it on the radio 2% 5% 5% 1% 2%
13. I heard about it on TV 1% 3% 6% 3% 1%
14. I saw a poster for it (e.g. bus shelter, billboard) 1% 2% 1% 1% 1%
15. I heard an Ad for it on the radio 1% 2% 2% 1% 0%
16. I clicked on an Ad on a website while on my computer 1% 3% 3% 1% 1%
![Page 19: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/19.jpg)
Demographic Breakdown for App Discovery
Ranking All Males Females 18-24 25-34 35-44 45-54 55+
1. I heard about it from friends 31% 29% 33% 29% 31% 31% 31% 35%
2. I searched for App on App store & downloaded 21% 25% 18% 12% 21% 22% 24% 26%
3. I saw it on App Store charts and then downloaded it 19% 17% 21% 29% 19% 17% 20% 13%
» Males are more proactive in searching for mobile apps, while females are more
spontaneous seekers.
» WoM endorsement appears to be the main awareness driver for mobile apps
across all age groups.
![Page 20: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/20.jpg)
Respondents generally comfortable with sharing location
![Page 21: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/21.jpg)
Detailed breakdown of Location Sharing:
Ranking - first most important All Males Females 18-24 25-34 35-44 45-54 55+
Fine, I have no problemwith as long as my datais secure
28% 27% 28% 37% 27% 26% 24% 35%
Fine, as long as theyoffer me somethinguseful in return
16% 22% 12% 13% 15% 18% 14% 23%
I’ve no problemwhatsoever in sharingmy location with mostbrands
3% 2% 4% 3% 5% 3% 2% 0%
Not sure, depends if its a brand I know and trust 26% 18% 33% 23% 27% 28% 29% 15%
I wouldn’t want a brand to know my location 27% 31% 23% 23% 26% 25% 31% 27%
73% 69% 77% 77% 74% 75% 69% 73%
» 28% of respondents have no problem sharing their location with a brand as long
as their data is secure. However, 27% of respondents do not want a brand to
know their location and 26% say it depends on if its a brand they know and trust.
![Page 22: Smartphone Ownership and Attitudes - Puca · 2016-07-07 · Analysis of Popular Smartphone Brands in Ireland » iPhone is the most popular smartphone in the market with 28% of respondents](https://reader034.vdocuments.net/reader034/viewer/2022042406/5f1f8b9329340d0d50249034/html5/thumbnails/22.jpg)
If you would like more information about this survey and/or wish to discusshow Púca can add value to your Smartphone strategy, then please don’t hesitate to contact us!