Smartphone Market

Trends that will influence how we collect Market Research /

survey data in the next decade

Smartphones to overake basic phones in 2011

• Projecting Nielsen data out through 2010, we see smartphones crossing 50% of the market by the middle of 2011, roughly equal to 150 million users.

• Smartphones are no more restricted to the ‘elites’

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And it would overtake PC in 2012

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The Question of ‘Representativeness’

• Current statistics show that the age groups 18 to 34 have more representation while age groups 55+ have less representation in smartphone user base; low income groups (<50K) are less represented while high income groups (>100K) are more represented. However the distance from representativeness are shrinking as the base is growing.

• Smartphones users are actually more diverse than regular phone users

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Smartphone user demographics

Source: AdMob-Mobile-Metrics-Jan-10.pdf

Key Demographics of iPhone users in the US

More about Smartphone users

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App download behavior across smart devices

Average number of apps (Oct 2010) Feature phone: 10 Smartphone: 22

BlackBerry: 10 iPhone:37 Android: 22 Palm: 14 Windows Mobile: 13

Market share battle

• Apple and Android are winners while Blackberry, Microsoft and Palm are losers of market share

Desired smartphone platforms

• Desire and loyalty is high for Apple and Android

What are the key trends to watch?

• Media consumption, internet consumption is shifting to smartphones and smartdevices (ipodtouch, ipad)

• App culture is strongly catching up – Refer Nielsen’s article: U.S. Teen Mobile Report: Calling

Yesterday, Texting Today, Using Apps Tomorrow

• iPhone, ipodtouch users are spending an average of 80 -100 mins per day on the apps

• There will be 150m smartphone users in USA in 2011, and growing. Including the smart devices like ipodtouch, ipad, this will be even higher.

• iPhone, Android and Blackberry will be the three major players in smartphone market, with about 75% - 80% combined market share

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What will this mean to MR industry?

• It’s a wake-up call to take note of this strong media and trend to collect market research / survey data

• Smartphones will become a major medium/mode of data collection, starting from 2011

• App based survey platforms will get prominence

• This will become a more appropriate way to reach more appropriate people: Especially youth, traveling businessmen, shopping housewives

• Concerns on ‘representativeness’ will be soon gone

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Source: GlobalPark Annual MR Software survey 2009

Viability & Benefits of Mobile surveys

• Two third of large Mobile research companies already consider mobile research as Viable / Increasingly viable.

• Only less than 10% of MR companies consider mobile surveys as unlikely to achieve wide spread viability

Reach more appropriate people in more appropriate ways.

iPinion provides on-the-go survey capabilities for today’s world.

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