Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US volume sales and fan chart forecast of mobile phones, 2009-19
- Samsung and Apple lead brands owned
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- Figure 2: Leading Cell phone brands owned – Any ownership, December 2014
- The consumer
- Factors inhibiting desire to upgrade
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- Figure 3: Factors affecting consumer desire to upgrade cell phones, by gender and age, December 2014
- Loyalty high among cell phone owners
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- Figure 4: Cell phone manufacturer loyalty, by household size, December 2014
- Reaching the tech-savvy consumer
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- Figure 5: Consumers’ cell phone research habits, by age, December 2014
- What we think
Issues and Insights
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- The impact of manufacturer and operating system loyalty
- The issues
- The implications
- Satisfaction with existing mobile devices
- The issues
- The implications
- Can the mobile phone market continue to be driven by upgrades?
- The issues
- The implications
Trend Applications
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- Trend: Cam Cam
- Trend: Attention Economy
- Trend: Data Creators
Market Size and Forecast
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- Key points
- Growth in the smartphone market to slow considerably by 2017
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- Figure 6: Total US volume sales and forecast of mobile phones, 2009-19
- Manufacturers pressured by increasing price competitiveness
- Segments
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- Figure 7: Total US volume sales and market share of mobile phones, by segment, 2012 and 2014
- Fan chart forecast
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- Figure 8: Total US volume sales and fan chart forecast of mobile phones, 2009-19
Market Drivers
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- Key points
- Increased data from cellular plans, readily available Wi-Fi: Increased value of smartphones
- As more consumers turn to the cloud, device specifications become less important
Leading Companies
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- Key points
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- Figure 9: Top three smartphone brands – Any ownership, December 2014
- Samsung
- Apple
- LG Electronics
Marketing Strategies and Innovations
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- Project Ara promises modular cell phones
- The next generation of mobile processors: Directional audio recording, 4K streaming support
- Improving mobile phone batteries: Lithium-ion and beyond
- Current ads focused on camera functionality
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- Figure 10: Samsung Galaxy S5 ad, April 2014
- Figure 11: Apple iPhone 6 and iPhone 6 Plus ad, September 2014
Cell Phone Brands Owned
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- Key points
- Smartphone penetration continues to rise
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- Figure 12: Cell phone brands owned – Any ownership, by age, December 2014
- Smartphone ownership trends upward with number of children in household
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- Figure 13: Cell phone brands owned – Any ownership, by number of children in household, December 2014
- Operating system penetration and profitability
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- Figure 14: Smartphone operating systems used, by age, December 2014
Feature Phone Ownership and Plans to Upgrade
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- Key points
- Feature phone ownership
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- Figure 15: Cell phone brands owned – I use this type of phone as my primary phone, by age, December 2014
- Nearly 30% of non-smartphone owners plan to buy one in the next year
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- Figure 16: Planned smartphone purchases, by age, December 2014
- Reasons for not upgrading to a smartphone
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- Figure 17: Reasons for not upgrading to a smartphone, by gender, December 2014
Cell Phone Purchasing Trends
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- Key points
- Average lifecycle of a cell phone
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- Figure 18: Lifecycle of cell phones, by age (mean number of years), December 2014
- Spend on devices continues to increase
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- Figure 19: Amount paid for cell phones, July 2009-September 2014
Attitudes and Opinions Regarding Mobile Phones
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- Key points
- Cell phone hardware is outpacing consumers’ usage
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- Figure 20: Cell phone usage habits – Any agree, by gender and age, December 2014
- A market for custom-built smartphones
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- Figure 21: Cell phone usage habits – Any agree, by household size, December 2014
- Consumers’ awareness and usage of current features
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- Figure 22: Cell phone usage habits – Any agree, by primary cell phone, December 2014
Satisfaction with Current Phones
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- Key points
- The overwhelming majority of consumers are satisfied with their phones
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- Figure 23: Satisfaction with current phones and features, December 2014
- Young women show demand for more mobile storage space
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- Figure 24: Satisfaction with current phones and features – Any satisfied, by gender and age, December 2014
- Camera quality, graphics are pain points for non-smartphone owners
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- Figure 25: Satisfaction with current phones and features – Any satisfied, by primary cell phone, December 2014
Opinions Regarding Purchasing a New Phone
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- Key points
- Consumers’ desire to upgrade vs. money-saving strategies
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- Figure 26: Opinions when purchasing new phones, by gender and age, December 2014
- Consumers with children in household more interested in phones that are preloaded with apps
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- Figure 27: Opinions when purchasing new phones, by presence of children in household, December 2014
Impact of Race and Hispanic Origin
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- Key points
- Cell phone brands owned
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- Figure 28: Cell phone brands owned – Any ownership, by race/Hispanic origin, December 2014
- Manufacturer and operating system loyalty
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- Figure 29: Cell phone usage habits – Any agree, by race/Hispanic origin, December 2014
- Cell phones as productivity and social tools
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- Figure 30: Usage of cell phones as social and productivity tools – Any agree, by race and Hispanic origin, August 2013-September 2014
Key Driver Analysis
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- Methodology
- Do consumers care about battery life?
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- Figure 31: Key drivers of overall satisfaction with primary mobile phone, December 2014
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- Figure 32: Overall satisfaction with primary mobile phone – key driver output, December 2014
Cluster Analysis
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- Figure 33: Target clusters, December 2014
- Loyalists
- Demographics
- Characteristics
- Opportunity
- Mobile Technology Explorers
- Demographics
- Characteristics
- Opportunity
- Value Buyers
- Demographics
- Characteristics
- Opportunity
- Basic Feature Users
- Demographics
- Characteristics
- Opportunity
- Cluster characteristic tables
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- Figure 34: Target clusters, December 2014
- Figure 35: Cell phone brands owned – Any ownership, by target clusters, December 2014
- Figure 36: Cell phone brands owned – I use this type of phone as my primary cell phone, by target clusters, December 2014
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- Figure 37: Reasons for not upgrading to a smartphone, by target cluster, December 2014
- Figure 38: Lifecycle of cell phones, by target clusters (mean), December 2014
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- Figure 39: Cell phone usage habits – Any agree, by target clusters, December 2014
- Figure 40: Satisfaction with current phones and features – Any satisfied, by target clusters, December 2014
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- Figure 41: Satisfaction with current phones and features – Any dissatisfied, by target clusters, December 2014
- Figure 42: Opinions when purchasing new phones, by target clusters, December 2014
- Cluster demographic tables
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- Figure 43: Target clusters, by demographics, December 2014
- Cluster methodology
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Qualitative Research
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- Cell phone usage and desired improvements
- Path to purchase
- Opinions regarding mobile phone brands
Appendix – Other Useful Consumer Tables
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- Cell phone brands owned – Any ownership
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- Figure 44: Cell phone brands owned – Any ownership, by household income, December 2014
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- Figure 45: Cell phone brands owned – Any ownership, by female and age, December 2014
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- Figure 46: Cell phone brands owned – Any ownership, by male and age, December 2014
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- Figure 47: Cell phone brands owned – Any ownership, by household size, December 2014
- Cell phone brands owned – Primary cell phone
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- Figure 48: Cell phone brands owned – I use this type of phone as my primary cell phone, by household income, December 2014
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- Figure 49: Cell phone brands owned – I use this type of phone as my primary cell phone, by male and age, December 2014
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- Figure 50: Cell phone brands owned – I use this type of phone as my primary cell phone, by female and age, December 2014
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- Figure 51: Cell phone brands owned – I use this type of phone as my primary cell phone, race and Hispanic origin, December 2014
- Operating system of primary cell phone
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- Figure 52: Smartphone operating systems used, by age, December 2014
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- Figure 53: Smartphone operating systems used, by gender and age, December 2014
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- Figure 54: Smartphone operating systems used, by household income, December 2014
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- Figure 55: Smartphone operating systems used, by race and Hispanic origin, December 2014
- Average spending on cell phones
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- Figure 56: Amount paid for cell phones, by age, August 2013-September 2014
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- Figure 57: Amount paid for cell phones, by gender and age, August 2013-September 2014
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- Figure 58: Amount paid for cell phones, by race and age, August 2013-September 2014
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- Figure 59: Amount paid for cell phones, by Hispanic origin and age, August 2013-September 2014
- Lifecycle of cell phones
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- Figure 60: Lifecycle of cell phones, by gender and age (mean), December 2014
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- Figure 61: Lifecycle of cell phones, by primary cell phone (mean), December 2014
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- Figure 62: Lifecycle of cell phones, by primary cell phone OS (mean), December 2014
- The role of cell phones in consumers’ lives
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- Figure 63: Attitudes and opinions about cell phones/smartphones, by age, August 2013-September 2014
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- Figure 64: Attitudes and opinions about cell phones/smartphones, by household income, August 2013-September 2014
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- Figure 65: Attitudes and opinions about cell phones/smartphones, by gender and age, August 2013-September 2014
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- Figure 66: Attitudes and opinions about cell phones/smartphones, by race and age, August 2013-September 2014
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- Figure 67: Attitudes and opinions about cell phones/smartphones, by Hispanic origin and age, August 2013-September 2014
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- Figure 68: Attitudes and opinions about cell phones/smartphones – Any agree, by race and Hispanic origin, August 2013-September 2014
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- Figure 69: Attitudes and opinions about cell phones/smartphones, July 2009-September 2014
- Cell phone usage habits and opinions
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- Figure 70: Cell phone usage habits – Any agree, by age, December 2014
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- Figure 71: Cell phone usage habits – Any agree, by household income, December 2014
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- Figure 72: Cell phone usage habits – Any agree, by male and age, December 2014
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- Figure 73: Cell phone usage habits – Any agree, by female and age, December 2014
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- Figure 74: Cell Phone Usage Habits – Any agree, by number of children in household, December 2014
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- Figure 75: Cell phone usage habits – Any agree, by primary cell phone OS, December 2014
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- Figure 76: Opinions when purchasing new phones, by age, December 2014
- Satisfaction with current mobile phones and features
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- Figure 77: Satisfaction with current phones and features – Any satisfied, by male and age, December 2014
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- Figure 78: Satisfaction with current phones and features – Any satisfied, by female and age, December 2014
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- Figure 79: Satisfaction with current phones and features – Any satisfied, by race and Hispanic origin, December 2014
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- Figure 80: Satisfaction with current phones and features – Any satisfied, by mobile device ownership
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- Figure 81: Satisfaction with current phones and features – Very satisfied, by opinions when purchasing new phones, December 2014
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- Figure 82: Satisfaction with current phones and features – Very satisfied, by opinions when purchasing new phones, December 2014 (continued)
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- Figure 83: Satisfaction with current phones and features – Any dissatisfied, by male and age, December 2014
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- Figure 84: Satisfaction with current phones and features – Any dissatisfied, by female and age, December 2014
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- Figure 85: Satisfaction with current phones and features – Any dissatisfied, by race and Hispanic origin
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- Figure 86: Satisfaction with current phones and features – Any dissatisfied, by gender and age, December 2014
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- Figure 87: Satisfaction with current phones and features – Any dissatisfied, by primary cell phone, December 2014
- Cell phone usage for business
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- Figure 88: Cell phone business use, by age, August 2013-September 2014
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- Figure 89: Cell phone business use, by household income, August 2013-September 2014
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- Figure 90: Cell phone business use, by race and age, August 2013-September 2014
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- Figure 91: Cell phone business use, by Hispanic origin and age, August 2013-September 2014
- Cell phone purchasing habits
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- Figure 92: Opinions when purchasing new phones, by age, December 2014
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- Figure 93: Opinions when purchasing new phones, by household income, December 2014
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- Figure 94: Opinions when purchasing new phones, by primary cell phone, December 2014
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- Figure 95: Opinions when purchasing new phones, by primary cell phone OS, December 2014
Appendix – Key Driver Analysis
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- Interpretation of results
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- Figure 96: Overall satisfaction with primary mobile phone – Key driver output, December 2014
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- Figure 97: Satisfaction with current phones and features, by primary cell phone, December 2014
Appendix – Trade Associations
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