Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
- The end of adoption
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- Figure 1: Fan chart forecast of mobile phone sales, 2007-17
- Smartphones drive market sales
- Feature phones becoming niche market
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- Figure 2: U.S. market share: smartphones vs. feature phones, at current prices, 2013
- Rising tide for smartphones swells only three ships
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- Figure 3: Brand of cell phone owned, July 2007-March 2012
- Android top smartphone OS, iOS most desired
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- Figure 4: Current mobile phone OS and most desired OS, September 2012
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- Figure 5: Interest in new Windows and BlackBerry OS, September 2012
- The consumer
- Cell phones reaching universal ownership
- Penetration growth among kids and teens, stalled
- Voice, text, and photos top features
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- Figure 6: Select functions used on phone in past 30 days, by age, August 2011-March 2012
- Increased number of high-income households to keep high-end units afloat
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- Figure 7: Spend on last cell phone purchase, by household income, August 2011-March 2012
- 35-44s sweet spot for new OS
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- Figure 8: Interest in new cell phone OS and uncertainty about desired OS, September 2012
- Feature phone owners yet to be swayed about top OS
- Most Android and iPhone owners loyal to OS
- Blacks and Hispanics favor Android . . . for now
- Hispanics highest spenders
- Photos and video central to Hispanic usage
- What we think
Issues in the Market
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- Did the Maps flap hurt Apple?
- Is BlackBerry 10 DOA?
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- Figure 9: Interest in new cell phone OS, by intent to purchase cell phone in next six months, September 2012
- Will software and hardware brands continue to be distinct?
Trend Applications
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- Inspire Trend: Many Mes
- Inspire Trend: Rise of the Screenager
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- Figure 10: Cell phone ownership among teens, April 2009-June 2012
- 2015 trends
- Trend: Old Gold
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- Figure 11: Interest in having the largest cell phone screen size, by age, September 2012
Insights and Opportunities
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- Growing 4G
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- Figure 12: 4G phone ownership, by age, September 2012
- Figure 13: 4G phone ownership, by household income, September 2012
- Late majority adoption of smartphones
- Protecting prepaid purchases
- First-time smartphone buyers price sensitive
- Growing the kid and teen market
- Phablets for all ages
- Stressing reception quality
- Toppling Android
- Hispanics and videography
Market Size
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- Best years of growth behind the market
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- Figure 14: U.S. sales of mobile phones, at current prices, 2007-17
- Figure 15: U.S. sales of mobile phones, at inflation-adjusted prices (base year 2012), 2007-17
- Fan chart forecast
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- Figure 16: Fan chart forecast of mobile phone sales, 2007-17
Market Drivers
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- Key points
- Limited penetration growth
- Household income
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- Figure 17: Spend on most recent cell phone purchase, by household income, August 2011-March 2012
- Figure 18: Household income distribution, 2010-11
- Carrier subsidies
Segment Performance
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- Key points
- Smartphones to carry 92% of market in 2013
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- Figure 19: U.S. mobile phone sales, by segment, 2010 vs. 2012
- Pace of smartphone sales growth sliding
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- Figure 20: U.S. sales of smartphones, 2007-2013
- Feature phones in rapid decline
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- Figure 21: U.S. sales of feature phones, 2007-13
Innovations and Innovators
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- Google Glass
- Nokia City Lens
- Motorola gets fit
- No more lost iPhones
Leading Companies—Brand Ownership
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- Key points
- Hardware
- Nokia, BlackBerry banking on new OS
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- Figure 22: Brand of cellphone owned, July 2007-March 2012
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- Figure 23: Brand of cellphone owned, by household income, August 2011-March 2012
- Software
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- Figure 24: Current cellphone OS, by age, August 2011-March 2012
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- Figure 25: Current cellphone OS, by generation (online sample only), September 2012
- Figure 26: Current cellphone OS, by household income, August 2011-March 2012
Marketing Strategies
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- Overview
- Online initiatives
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- Figure 27: Screenshots, online marketing for Samsung Galaxy S III, 2012
- Windows Phone marketing highlights personalization
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- Figure 28: Screenshot, Microsoft online marketing for Windows Phone, 2012
- Motorola targets Samsung’s dominance in Android market
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- Figure 29: Screenshot, Motorola online marketing for Droid Razor HD, 2012
- TV campaigns
- iPhone 5
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- Figure 30: Apple iPhone 5, “Your thumb” television ad, 2012
- Samsung faces iPhone head-on
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- Figure 31: Samsung Galaxy III, “The next big thing” television ad, 2012
- Google Nexus 4
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- Figure 32: Google Nexus, “The playground is open” television ad, 2012
- Windows Phone
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- Figure 33: Windows Phone 8, “Cupcake in the oven” television ad, 2012
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- Figure 34: Windows Phone 8, “Guess that famous person” television ad, 2012
- Droid does Spanish
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- Figure 35: Verizon/ Motorola Droid RAZR MAXX HD, “Droid powers through” spanish language television ad, 2012
Social Media
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- Key points
- Key metrics
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- Figure 36: Key brand metrics, mobile phone and OS brands, December 2012
- Brand usage and awareness
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- Figure 37: Usage and awareness of selected mobile phone and OS brands, October 2012
- Interaction with brands
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- Figure 38: Interaction with mobile phone and OS brands, October 2012
- Motivations for interacting with brands
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- Figure 39: Why people interact with mobile phone and OS brands, October 2012
- Online conversations
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- Figure 40: Percentage of consumer conversation by select mobile phone and OS brands, August 1, 2012-December 1, 2012
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- Figure 41: Online mentions, selected mobile phone and OS brands, percent of daily mentions, by day, August 1, 2012- December 1, 2012
- Where are people talking about mobile phone and OS brands?
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- Figure 42: Mentions by page type, selected mobile phone and OS brands, August 1, 2012-December 1, 2012
- What are people talking about?
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- Figure 43: Mentions by type of conversation, selected mobile phone and OS brands, August 1, 2012-December 1, 2012
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- Figure 44: Major areas of discussion surrounding mobile phone and OS brands, August 1, 2012- December 1, 2012
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- Figure 45: Major areas of discussion surrounding mobile phone and OS brands, by page type, August 1, 2012-December 1, 2012
- Brand analysis: iPhone
- What we think
- Brand analysis: Android
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- Figure 46: Android, key social media indicators, December 2012
- Key online campaigns
- What we think
- Brand analysis: Windows Phone
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- Figure 47: Windows Phone, key social media indicators, December 2012
- Key online campaigns
- What we think
- Brand analysis: Samsung
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- Figure 48: Samsung, key social media indicators, December 2012
- Key online campaigns
- What we think
- Brand analysis: Nokia
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- Figure 49: Nokia, key social media indicators, December 2012
- Key online campaigns
- What we think
- Brand analysis: BlackBerry
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- Figure 50: BlackBerry, key social media indicators, December 2012
- Key online campaigns
- What we think
Cell Phone Ownership
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- Key points
- One point of growth per year
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- Figure 51: Cell phone ownership, July 2007-March 2012
- Figure 52: Cell phone ownership, by age, August 2011-March 2012
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- Figure 53: Cell phone ownership, by household income, August 2011-March 2012
- Penetration among teens and kids at a standstill
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- Figure 54: Cell phone ownership among teens, April 2007-June 2012
- Figure 55: Teen cell phone ownership, by gender and age, April 2011-June 2012
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- Figure 56: Kids’ cell phone ownership, April 2007-June 2012
- Figure 57: Cell phone ownership among kids, by age, April 2011-June 2012
Cell Phone Usage and Attitudes
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- Key points
- Select group of features to drive smartphone adoption
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- Figure 58: Features used on cell phone in past 30 days, by age, August 2011-March 2012
- Voice vs. other features
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- Figure 59: Attitudes to cell phone features, by age, August 2011-March 2012
- Room for growth in unsubsidized phones
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- Figure 60: Attitudes to cell phone price and subsidies, by household income, September 2012
- Bigger sometimes better
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- Figure 61: Attitudes to screen size, by age, September 2012
- Figure 62: Attitudes to screen size, by household income, September 2012
- Loyalty to Apple
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- Figure 63: Desire for the iPhone, and purchase of the iPhone 5, by age, September 2012
- Hardware vs. OS
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- Figure 64: Attitudes to cell phone OS, by age, September 2012
Ownership of and Attitudes to Cell Phone Operating Systems
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- Key points
- Four in 10 undecided about OS
- Android softer target than Apple for Windows and Blackberry
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- Figure 65: Current and desired cell phone OS, September 2012
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- Figure 66: Desired cell phone OS, by gender, September 2012
- Figure 67: Desired cell phone OS, by age, September 2012
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- Figure 68: Desired cell phone OS, by household income, September 2012
- Interest in new Windows and BlackBerry OS
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- Figure 69: Interest in new cell phone OS, Windows Phone 8 and BlackBerry 10, September 2012
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- Figure 70: Interest in new cell phone OS, Windows Phone 8 and BlackBerry 10, by age, September 2012
Custom Consumer—Impact of Current OS and Phone Purchase Plans
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- Key points
- OS preferences: Smartphone owners vs. feature phone owners
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- Figure 71: Desired cell phone OS by current OS, September 2012
- Eying demand for low-end smartphones
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- Figure 72: Attitudes to cell phones, by current OS, September 2012
- Upgraders seek latest OS, iPhone, largest screens
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- Figure 73: Attitudes to cell phones, by intent to acquire new phone in next six months, September 2012
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- Figure 74: Desired cell phone OS, by intent to acquire new phone in next six months, September 2012
Impact of Race and Hispanic Origin
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- Key points
- Hispanics capture images, Asians play games
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- Figure 75: Features used on cell phone in past 30 days, by race and Hispanic origin, August 2011-March 2012
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- Figure 76: OS on cell phone, by race and Hispanic origin, August 2011-March 2012
- Figure 77: Spend on most recent cell phone purchase, by race and Hispanic origin, August 2011-March 2012
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- Figure 78: Features used on cell phone in past 30 days, by language spoken in home, August 2011-March 2012
Appendix: Teen and Kids Ownership and Usage Data
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- Teens
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- Figure 79: Brand owned among teens, April 2007-June 2012
- Figure 80: Features used on cell phone in past 30 days by teens, April 2007-June 2012
- Figure 81: Attitudes to cell phone usage among teens, April 2009-June 2012
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- Figure 82: Features used on cell phone in past 30 days among teens, by gender and age, April 2011-June 2012
- Figure 83: Attitudes to cell phone usage among teens, by gender and age, April 2011-June 2012
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- Figure 84: Brand owned among teens, by gender and age, April 2011-June 2012
- Kids
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- Figure 85: Features used on cell phone in past 30 days by kids, April 2009-June 2012
- Figure 86: Features used on cell phone in past 30 days among kids, by age, April 2011-June 2012
Appendix – Additional Consumer Tables
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- Features
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- Figure 87: Features used on cell phone in past 30 days, by household income, August 2011-March 2012
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- Figure 88: Features used on cell phone in past 30 days, by gender, August 2011-March 2012
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- Figure 89: Attitudes to features, by household income, August 2011-March 2012
- OS
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- Figure 90: OS on cell phone, by gender, August 2011-March 2012
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- Figure 91: Attitudes to OS, by household income, September 2012
- Trended attitudes to cell phones
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- Figure 92: Trended attitudes to cell phone usage, July 2008-March 2012
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- Figure 93: Attitudes to price and subsidies, by age, September 2012
- Brand owned
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- Figure 94: Brand owned, by age, August 2011-March 2012
- Responses by race and Hispanic origin
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- Figure 95: Brand owned, by race and Hispanic origin, August 2011-March 2012
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- Figure 96: Spend on most recent cell phone purchase, by language spoken in home, August 2011-March 2012
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- Figure 97: Type of phone I would most like to have, by race/Hispanic origin, September 2012
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- Figure 98: Brand owned, by languages spoken in home, August 2011-March 2012
- Responses by cell phone service provider
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- Figure 99: Attitudes to price and subsidies, by current provider, September 2012
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- Figure 100: Acquisition, 4G, and screen size, by current provider, September 2012
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- Figure 101: Attitudes to OS, by current provider, September 2012
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- Figure 102: Current cell phone, by current provider, September 2012
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- Figure 103: Type of phone I would most like to have, by current provider, September 2012
Appendix – Social Media Metrics
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- Brand usage and awareness
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- Figure 104: Usage and awareness of the iPhone brand, by demographics, October 2012
- Figure 105: Usage and awareness of the Android brand, by demographics, October 2012
- Figure 106: Usage and awareness of the Windows Phone brand, by demographics, October 2012
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- Figure 107: Usage and awareness of the Samsung brand, by demographics, October 2012
- Figure 108: Usage and awareness of the BlackBerry brand, by demographics, October 2012
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- Figure 109: Usage and awareness of the Nokia Brand, by demographics, October 2012
- Interaction with brands
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- Figure 110: Interaction with the iPhone brand, by demographics, October 2012
- Figure 111: Interaction with the Android brand, by demographics, October 2012
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- Figure 112: Interaction with the Windows Phone brand, by gender, October 2012
- Figure 113: Interaction with the Samsung brand, by demographics, October 2012
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- Figure 114: Interaction with the BlackBerry brand, by demographics, October 2012
- Figure 115: Interaction with the Nokia brand, by demographics, October 2012
- Motivations for interacting with brands
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- Figure 116: Reason for interaction with the iPhone brand, by gender, October 2012
- Figure 117: Reasons for interaction with the Android brand, by demographics, October 2012
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- Figure 118: Reasons for interaction with the Windows Phone brand, by gender, October 2012
- Figure 119: Reasons for interaction with the Samsung brand, by demographics, October 2012
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- Figure 120: Reasons for interaction with the BlackBerry brand, by gender, October 2012
- Figure 121: Reasons for interaction with the Nokia Brand, by gender, October 2012
- Online conversations
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- Figure 122: Percentage of consumer conversation, by mobile phone brands, August 1, 2012-December 1, 2012
- Figure 123: Online mentions, by mobile phone brands, by day, August 1, 2012- December 1, 2012
- Figure 124: Mentions by page type, selected mobile phone brands, August 1, 2012-December 1, 2012
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- Figure 125: Online mentions, by selected mobile phone brands, by type of conversation, August 1, 2012-December 1, 2012
- Figure 126: Major areas of discussion surrounding mobile phone brands, by day, august 1, 2012-December 1, 2012
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- Figure 127: Major areas of discussion surrounding mobile phone brands, by type of website, August 1, 2012-December 1, 2012
Appendix – Trade Associations
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