Table of Contents
Executive Summary
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- The market
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- Figure 1: Forecast value of mobile phone sales, 2008-18
- Market factors
- Nokia’s exit will consolidate market along broader tech lines
- 2014 should see surge of Eastern manufacturers
- Refresh contract aims to boost handset sales
- Brand innovation
- The consumer
- Manufacturer of phones owned by consumers
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- Figure 2: Manufacturer of consumers' mobile phones, November 2013
- Operating system used
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- Figure 3: Operating system installed on consumers’ smartphones, November 2013
- Importance of brands in the purchasing process
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- Figure 4: Importance of brands and model when buying a new phone, November 2013
- Factors that influence purchases
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- Figure 5: Ranked factors that influence consumers’ choice of mobile phone handset, November 2013
- Additional features important to consumers
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- Figure 6: Additional features important to consumers, November 2013
- What we think
Issues in the Market
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- Is the market saturated, commoditised, or both?
- Will OEMs come under increasing pressure to survive?
- Is the integration of older consumers being catered to?
- Can modular phones really succeed?
Trend Application
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- Trend: Prepare for the Worst
- Trend: Second Skin
- Mintel Futures: Old Gold
Market Drivers
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- Key points
- Smartphones slowly more popular with older consumers
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- Figure 7: Personal ownership of mobile phones, by age, September 2013
- Manufacturers experiment with new control technologies
- Nokia’s exit will consolidate market along broader tech lines
- Asda promotes activity at bottom end of the market
- 2014 should see surge of Eastern manufacturers
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- Figure 8: Worldwide smartphone shipments, by manufacturers, Q3 2012 and Q3 2013
- BlackBerry slowly withdraws from consumer market
- Refresh contract aims to boost handset sales
Who’s Innovating?
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- Key points
- Project Ara announces modular phone
- Reported Amazon phone will have 3D interface
- Samsung curved screen a step away from flexible phones
- Yota phone includes an LCD and e-ink display
Market Size and Forecast
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- Key points
- Minor fluctuations likely to continue
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- Figure 9: Value of mobile phone sales, 2008-18
- Forecasts
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- Figure 10: Forecast value of mobile phone sales, 2008-18
Channels to Market
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- Key points
- O2’s Refresh drives huge success
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- Figure 11: Retailer or network that consumers acquired their device from, November 2013
- Online, in-store and over the phone orders, by retailer and network
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- Figure 12: Channel used by consumers who have purchased their phone from a network operator in the last three months, November 2013
- In-store sales more popular
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- Figure 13: Channels used by consumers who have purchased their phone from a high street retailer in the last three months, November 2013
Companies and Products
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- Apple Inc.
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- Figure 14: Key financials for Apple Inc., 2012 and 2013
- BlackBerry Limited
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- Figure 15: Key financials, BlackBerry Limited, 2012 and 2013
- HTC Corporation
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- Figure 16: Key financials, HTC Corporation, Q4 2012-Q3 2013
- LG Electronics
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- Figure 17: Key financials, LG Electronics, Q3 2012-Q2 2013
- Nokia Corporation
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- Figure 18: Key financials, Nokia Corporation, Q4 2012-Q3 2013
- Samsung Telecommunications
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- Figure 19: Key financials, Samsung, Q3 2012-Q2 2013
- Sony Mobile Communications
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- Figure 20: Key financials, Sony Corporation, Q3 2012-Q2 2013
Brand Research – Mobile Phone Handset Manufacturers
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- Brand map
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- Figure 21: Attitudes towards and usage of brands in the mobile phone sector, November 2013
- Correspondence analysis
- Brand attitudes
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- Figure 22: Attitudes, by mobile phone brand, November 2013
- Brand personality
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- Figure 23: Mobile phone brand personality – Macro image, November 2013
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- Figure 24: Mobile phone brand personality – Micro image, November 2013
- Brand experience
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- Figure 25: Mobile phone brand usage, November 2013
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- Figure 26: Satisfaction with various mobile phone brands, November 2013
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- Figure 27: Consideration of mobile phone brands, November 2013
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- Figure 28: Consumer perceptions of current mobile phone brand performance, November 2013
- Brand index
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- Figure 29: Mobile phone brand index, November 2013
- Target group analysis
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- Figure 30: Target groups, November 2013
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- Figure 31: Mobile phone brand usage, by target groups, November 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Research – Smartphone Operating Systems
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- Brand map
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- Figure 32: Attitudes towards and usage of brands in the operating system sector, November 2013
- Correspondence analysis
- Brand attitudes
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- Figure 33: Attitudes, by operating system brand, November 2013
- Brand personality
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- Figure 34: Operating system brand personality – macro image, November 2013
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- Figure 35: Operating system brand personality – micro image, November 2013
- Brand experience
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- Figure 36: Operating system brand usage, November 2013
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- Figure 37: Satisfaction with various operating system brands, November 2013
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- Figure 38: Consideration of operating system brands, November 2013
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- Figure 39: Consumer perceptions of current operating system brand performance, November 2013
- Brand index
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- Figure 40: Operating system brand index, November 2013
- Target group analysis
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- Figure 41: Target groups, November 2013
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- Figure 42: Operating system brand usage, by target groups, November 2013
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Manufacturer spend increases over 100%
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- Figure 43: Top 10 phone manufacturers, by adspend, 2009-12
The Consumer – Manufacturer of Phones Owned
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- Key points
- Samsung handsets owned by almost a third of consumers
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- Figure 44: Manufacturer of phones owned by consumers, November 2013
- Apple has distinct trend towards youth ownership
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- Figure 45: Ownership of Samsung, Apple and Nokia mobile phones, by age, November 2013
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- Figure 46: Ownership of Samsung, Apple and Nokia mobile phones, by presence of children in the household, November 2013
- Apple loyalty remains unequalled
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- Figure 47: Current phone owned by consumers, by manufacturer of previous phone, November 2013
- Samsung gender bias is unusual
The Consumer – Operating System Used
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- Key points
- Smartphone users prefer Android
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- Figure 48: Operating system installed on consumers’ smartphones, November 2013
- BlackBerry and Symbian shrink
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- Figure 49: Mobile platform segmentation, November 2012
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- Figure 50: Mobile platform segmentation, November 2013
- Subtle age differences exist
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- Figure 51: Operating system used by consumers, by age, November 2013
- Some consumers still do not understand operating systems
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- Figure 52: Manufacturer of handsets used by consumers with Android phones, November 2013
The Consumer – Importance of Brands in the Purchasing Process
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- Key points
- Network operator brand is the most important feature
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- Figure 53: Importance of brands and model when buying a new phone, November 2013
- Older consumers show the strongest preferences
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- Figure 54: 8-10 ratings given to brand importance, by 16-24s and over-65s, November 2013
- Women more likely than men to rate network operator brand as important
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- Figure 55: Rating of importance of “brand of network operator”, by gender, November 2013
- Handset brand importance most affected by income
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- Figure 56: 8-10 ratings given to brand importance of network and handset, by gross annual household income, November 2013
The Consumer – Factors That Influence Purchases
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- Key points
- Friends and family the most important factor
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- Figure 57: Ranked factors that influence consumers’ choice of mobile phone handset, November 2013
- Older consumers driving desire for larger screens
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- Figure 58: Consumers who rank a bigger screen as the most important factor when choosing a new phone, by age, November 2013
- Nokia owners significantly more focused on camera quality
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- Figure 59: Ranking of the importance of camera quality as a factor in next choice of handset, by manufacturer of consumers’ currently owned phone, November 2013
- 4G may be a handy point of differentiation for non-iOS devices
The Consumer – Additional Features Important to Consumers
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- Key points
- Affordability the single most important concern for just under half
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- Figure 60: Additional features important to consumers, November 2013
- Modular phones could become popular
- Presence of young children generates desire for profiles
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- Figure 61: Consumers who want a phone with different user profiles, by age of children in the household, November 2013
- Little interest in smartwatches
Appendix – Market Size and Forecast
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- Figure 62: Best- and worst-case forecast for the value of mobile phone sales, 2013-18
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Appendix – The Consumer – Manufacturer of Phones Owned
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- Figure 63: Manufacturer of consumers' mobile phones, November 2013
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- Figure 64: Most popular manufacturer of consumers' mobile phones, by demographics, November 2013
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- Figure 65: Other manufacturer of consumers' mobile phones, by demographics, November 2013
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Appendix – The Consumer – Operating System Used
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- Figure 66: Operating system of consumers' smartphones, November 2013
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- Figure 67: Operating system of consumers' smartphones, by demographics, November 2013
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Appendix – The Consumer – Importance of Brands in the Purchasing Process
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- Figure 68: Importance of brands and model when buying a new phone, November 2013
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- Figure 69: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of manufacturer brand in their handset choice 0-7, November 2013
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- Figure 70: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of manufacturer brand in their handset choice 8-10, November 2013
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- Figure 71: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of handset model in their handset choice 0-6, November 2013
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- Figure 72: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of handset model in their handset choice 7-10, November 2013
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- Figure 73: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of operating system in their handset choice 0-6, November 2013
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- Figure 74: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of operating system in their handset choice 7-10, November 2013
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- Figure 75: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of network operator brand in their handset choice 0-7, November 2013
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- Figure 76: Manufacturer of consumers' mobile phones, by consumers who ranked the importance of network operator brand in their handset choice 8-10, November 2013
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- Figure 77: Operating system of consumers' mobile phones, by consumers who ranked the importance of manufacturer brand in their handset choice 0-7, November 2013
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- Figure 78: Operating system of consumers' mobile phones, by consumers who ranked the importance of manufacturer brand in their handset choice 8-10, November 2013
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- Figure 79: Operating system of consumers' mobile phones, by consumers who ranked the importance of handset model brand in their handset choice 0-7, November 2013
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- Figure 80: Operating system of consumers' mobile phones, by consumers who ranked the importance of handset model in their handset choice 8-10, November 2013
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- Figure 81: Operating system of consumers' mobile phones, by consumers who ranked the importance of operating system in their handset choice 0-7, November 2013
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- Figure 82: Operating system of consumers' mobile phones, by consumers who ranked the importance of operating system in their handset choice 8-10, November 2013
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- Figure 83: Operating system of consumers' mobile phones, by consumers who ranked the importance of network operator brand in their handset choice 0-7, November 2013
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- Figure 84: Operating system of consumers' mobile phones, by consumers who ranked the importance of network operator brand in their handset choice 8-10, November 2013
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- Figure 85: Consumers who ranked brand of the manufacturer 0-3 in importance when purchasing a phone, by demographics, November 2013
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- Figure 86: Consumers who ranked brand of the manufacturer 4-7 in importance when purchasing a phone, by demographics, November 2013
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- Figure 87: Consumers who ranked brand of the manufacturer 8-10 in importance when purchasing a phone, by demographics, November 2013
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- Figure 88: Consumers who ranked handset model 0-3 in importance when purchasing a phone, by demographics, November 2013
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- Figure 89: Consumers who ranked handset model 4-7 in importance when purchasing a phone, by demographics, November 201, November 2013
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- Figure 90: Consumers who ranked handset model 8-10 in importance when purchasing a phone, by demographics, November 2013,
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- Figure 91: Consumers who ranked operating system on the phone 0-3 in importance when purchasing a phone, by demographics, November 2013
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- Figure 92: Consumers who ranked operating system on the phone 4-7 in importance when purchasing a phone, by demographics, November 2013
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- Figure 93: Consumers who ranked operating system on the phone 8-10 in importance when purchasing a phone, by demographics, November 2013
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- Figure 94: Consumers who ranked network operator on the phone 0-3 in importance when purchasing a phone, by demographics, November 2013
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- Figure 95: Consumers who ranked network operator on the phone 4-7 in importance when purchasing a phone, by demographics, November 2013
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- Figure 96: Consumers who ranked network operator on the phone 8-10 in importance when purchasing a phone, by demographics, November 2013
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Appendix – The Consumer – Factors That Influence Purchases
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- Figure 97: Importance of phone features to consumers when purchasing a new handset, November 2013
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- Figure 98: Importance of a high-quality camera when purchasing a new handset, November 2013
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- Figure 99: Importance of the device being light weight when purchasing a new handset, November 2013
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- Figure 100: Importance of the ability to expand on in-built storage (eg with micro – SD cards) when purchasing a new handset, November 2013
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- Figure 101: Importance of the device having a larger screen (ie at least over 5”) when purchasing a new handset, November 2013
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- Figure 102: Importance of there being a wide range of apps available for download to the handset when purchasing a new handset, November 2013
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- Figure 103: Importance of recommendations from friends or family when purchasing a new handset, November 2013
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- Figure 104: Importance of having a 4G capability when purchasing a new handset, November 2013
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- Figure 105: Importance of having a wireless charging capability when purchasing a new handset, November 2013
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- Figure 106: Importance of compatibility with other technologies when purchasing a new handset, November 2013
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- Figure 107: Importance of a high-quality camera when purchasing a new handset, by demographics, November 2013
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- Figure 108: Importance of the device being light weight when purchasing a new handset, by demographics, November 2013
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- Figure 109: Importance of the ability to expand on in-built storage (eg with micro – SD cards) when purchasing a new handset, by demographics, November 2013
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- Figure 110: Importance of the device having a larger screen (ie at least over 5”) when purchasing a new handset, by demographics, November 2013
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- Figure 111: Importance of there being a wide range of apps available for download when purchasing a new handset, by demographics, November 2013
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- Figure 112: Importance of recommendations from friends or family when purchasing a new handset, by demographics, November 2013
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- Figure 113: Importance of having a 4G capability when purchasing a new handset, by demographics, November 2013
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- Figure 114: Importance of having a wireless charging capability when purchasing a new handset, by demographics, November 2013
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- Figure 115: Importance of compatibility with other technologies when purchasing a new handset, by demographics, November 2013
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Appendix – The Consumer – Additional Features Important to Consumers
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- Figure 116: Consumer interest in other phone features, November 2013
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- Figure 117: Consumer interest in other phone features, by most popular manufacturer of consumers' mobile phones, November 2013
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- Figure 118: Consumer interest in other phone features, by next most popular manufacturer of consumers' mobile phones, November 2013
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- Figure 119: Manufacturer of consumers' mobile phones, by consumer interest in other phone features, November 2013
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- Figure 120: Importance of brands and model when buying a new phone, by consumer interest in other phone features, November 2013
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- Figure 121: Consumer interest in other phone features, by consumer interest in other phone features, November 2013
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- Figure 122: Consumer interest in other phone features, by demographics, November 2013
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