Mobile phones are not only the flagship device for tech brands, but are also, along with tablets, the only major category of consumer electronics with growth potential. Nearly half of US adults do not own a smartphone as yet, and the expectation is that over 2014 there will be a large adoption of smartphones by the late majority. With late adopters to soon join current owners, and with current owners on a two-year or faster replacement cycle, this report will cover how to best woo first-time purchasers and how to create loyalty among current owners. Attitudes toward the OS (operating systems) are also explored.

This report builds on the analysis presented in Mintel’s Mobile Phones – US, February 2013. The report covers mobile phone hardware and OS. Adults aged 18+ are the focus of the report. Mobile phone accessories, such as smartwatches, headsets, docks, and head-mounted displays (eg Google Glass) are not included in this report.

Mintel covers the markets for mobile phone service, mobile advertising, mobile apps, mobile gaming, and tablets in their own dedicated reports in Mintel’s Technology and Media series, with recent and upcoming titles including:

• Tablets – US, July 2013

• Mobile Apps – US, September 2013

• Mobile Service Providers – US, March 2013

• Mobile Advertising – US, May 2013

• Mobile Gaming – US, October 2013

Market Size: Mintel has modeled volume sales data via historical responses to consumer surveys, including penetration for cell phone ownership.

For the purposes of this report, Mintel commissioned exclusive consumer research through GMI to explore consumer purchasing attitudes, toward and ownership of mobile phones. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in December 2013 among a sample of 2,000 adults aged 18+ with access to the internet.

Mintel selects survey respondents so that they are proportionally balanced to the entire US adult population based on the key demographics of gender, age, household income, and region. Mintel also slightly oversamples, relative to the population, respondents that are Hispanic or Black to ensure an adequate representation of these groups in our survey results. Please note that our surveys are conducted online and in English only. Hispanics who are not online and/or do not speak English are not included in our survey results.

Mintel has also analyzed data from EMS (Experian Marketing Services), using the Experian Marketing Services NCS (National Consumer Study) and the Experian Marketing Services NHCS (National Hispanic Consumer Study). Data for this report include the NCS/NHCS Summer 2013 six-month study, carried out during January-September 2013 with a sample of 12,069 adults aged 18+, with results weighted to represent the US adult population. Mintel trends data from the NCS/NHCS data, including the following surveys:

• Experian Marketing Services Summer 2008, January-September 2008: results based on 12,069 adults aged 18+

• Experian Marketing Services Summer 2011, January-September 2011: results based on 12,106 adults aged 18+

While race and Hispanic origin are separate demographic characteristics, Mintel often compares them to each other. Please note that the responses for race (White, Black, Asian, Native American, or other race) will overlap those that also are Hispanic, because Hispanics can be of any race.

Mintel presents television commercials posted on brands’ official channels on YouTube.

The following is a list of abbreviations used in this report.