IDG Global Survey Shows Smartphone Use Growing Rapidly with
Last update: 7/11/2011 3:50:00 PM
Cellphone on its Way Out; Majority of Respondents Plan to Buy
LONDON & FRAMINGHAM, Mass., Jul 11, 2011 (BUSINESS WIRE) --
Mobile devices are gaining popularity very rapidly worldwide. An online survey
by IDG Global Solutions (IGS) identified differences in favored smartphone
brands and usage by region, but it is clear that the traditional cellphone is
fading fast. Almost 13, 700 people from 16 countries completed surveys last
February and March that were promoted across IDG media brands including
Computerworld, PCWorld, Network World, CIO and Macworld.
More than two-thirds of the respondents worldwide said they use a
smartphone for personal (73%) or business (69%) purposes. Apple, Blackberry,
Nokia, and Sony Ericsson dominate the market depending on the country. In
business and personal use, Nokia and Apple lead the way in Europe. In the US,
Apple (29%) and Blackberry (26%) are very competitive for business users whereas
Samsung (15%) is second to Apple (33%) for personal use.
Smartphone owners show a new behavior: 70% browse the Internet
regularly and use mobile applications. These devices are no longer limited to
calls, email, and text messages as people go online from home, on the move, and
in the office. When surfing the web on smartphones, respondents indicated that
general and IT news are most popular, followed by social networking access.
GPS navigation topped instant messaging as an application. Most
countries' GPS usage surpassed 50% led by Finland (77%), Sweden (75%), Denmark
(88%), Brazil (68%), Australia (66%), Germany (57%), Spain (56%), US (54%), and
UK (41%). Instant messaging use reached 68% in Brazil, China (67%), and Mexico
(64%). Behind Canada's 46% are Italy, Spain, Netherlands, and Sweden at between
43%-to-48% and the US (40%), France (38%), Germany (34%), and UK (26%).
Geolocation use for vouchers, deals, and offers is not a major
factor in most geographies: China (42%), Brazil (31%), Italy (30%), and US
According to the IGS survey, app vendors are in good position. A
large majority of respondents said they download apps to their phones and also
pay for apps. Two-thirds regularly use between one to seven apps with the most
popular being general news, social media, gaming, and IT news.
Tablets Taking Off
Twenty percent of all respondents own a tablet. Tablet growth is
set to take off over the next 12 months as 67% are planning to buy one. Apple
owns this category in all countries with 80% market share, followed by Samsung
Galaxy at 9% worldwide. The IGS survey revealed that half of all tablet owners
use it for work.
The most popular uses are web browsing (93%), email (84%), mobile
apps (72%), watching videos (69%), and reading publications (66%).
Sixty-seven percent of all tablet owners share it with colleagues
or family, spreading the tablet experience to much more than the 20% ownership
IDC reported last month that the worldwide smartphone market is
expected to grow by 55% this year compared with 2010. Vendors are projected to
ship 472 million phones in 2011. IDC, an IDG subsidiary, predicts the Android
operating system will own 40% of the market in the second half of this year,
posing a serious threat to Apple, Nokia, and Blackberry.
"The dramatic growth in smartphone and tablet use is exciting news
for media companies as their audiences can browse the Internet and engage with
brands 24/7," said Christina Carstensen, director, Mobile Strategy, IGS in
London. "The new technologies have changed user behavior and expectations. Our
survey shows that tablets are an unstoppable trend this year with two-thirds of
consumers planning to buy a tablet in the coming months."
"Tech marketers are recognizing the value of mobile advertising as
the device market heats up," said Matthew Yorke, president, IGS. "I expect
spending on mobile to rise sharply in the coming year much like what happened
with social media marketing over the past two years."
IGS is IDG's single point of contact for media planning and
multi-platform media buying across more than 90 countries.
SOURCE: International Data Group (IDG)