Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Forecast value of mobile phone sales, 2007-17
- Market factors
- Mobile ownership has mostly plateaued
- Frequent mobile internet use increases
- Smartphone ownership likely to slow
- Companies, brands and innovations
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- Figure 2: Mobile phone ownership, by device manufacturer, 2011-12
- The consumer
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- Figure 3: Operating system running on consumers’ smartphones, November 2012
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- Figure 4: Most useful or valuable features on a smartphone, November 2012
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- Figure 5: Important factors that contributed to the choice of consumer’s most recently purchased smartphone, November 2012
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- Figure 6: Reasons that have prevented consumers buying smartphones, November 2012
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- Figure 7: Attitudes towards basic mobile phones, November 2012
- What we think
Issues in the Market
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- What does the increasing prevalence of bring your own device (BYOD) schemes predict about smartphones sales?
- How important will mobile wallets become?
- What can be done to increase smartphone take-up by older consumers?
- How can the remaining younger consumers be brought to smartphone ownership?
Trend Application
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- Trend: Who are the Joneses?
- Trend: Many Mes
- Mintel Futures: East Meets West
Market Drivers
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- Key points
- Mobile ownership has mostly plateaued
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- Figure 8: Number of mobile phones owned by consumers, 2008-12
- Long replacement cycles unlikely to shorten
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- Figure 9: Frequency with which consumers purchased or upgraded a mobile phone, 2010-12
- Touchscreens continue to dominate
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- Figure 10: Features on mobile phones owned by consumers, 2008-12
- Frequent internet usage increases
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- Figure 11: Frequency of using mobile phone to connect to the internet, 2011-12
- Increase in mobile wallet services
- Difficulty in defining category as ‘phablets’ gain popularity
- Smartphones branch out into specialised features
- Smartphone penetration likely to slow dramatically over 2013
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- Figure 12: Smartphone ownership, by age, September 2012
Who’s Innovating?
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- Key points
- O2 cuts down on chargers in new purchases
- Flexible glass and batteries may well revolutionise handset design
- Payments Council announces unified mobile payment service
- HTC pairs phablet device with mini phone
Market Size and Forecast
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- Key points
- Market on slow trickle to growth
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- Figure 13: Value of mobile phone sales, 2007-17
- Forecasts
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- Figure 14: Forecast value of mobile phone sales, 2007-17
Market Segmentation and Share
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- Key points
- Smartphone ownership fuelled by increasing dominance from Google
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- Figure 15: Mobile phone ownership by platform provider, 2010-12
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- Figure 16: Worldwide android activations per day, December 2011-September 2012
- Select manufacturers increase market share
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- Figure 17: Mobile phone ownership by device manufacturer, 2011-12
- 4G network capable handsets have yet to impact meaningfully
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- Figure 18: 3G, 4G and GPRS/EDGE-capable handset ownership by age and gender, October 2012
Channels to Market
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- Key points
- In-store purchasing remains most popular
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- Figure 19: Where consumers purchased or upgraded their last mobile phone, 2008-12
- Older consumers take more recommendations from family and friends
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- Figure 20: Purchase or upgrade of consumers’ most recently obtained mobile phone over the internet, or through family/friends, by age, 2012
- Operators the most effective handset retailer
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- Figure 21: Purchase locations of mobile phones (in-store and online), 2012
Companies and Products
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- Apple Inc.
- Company overview
- Financial information
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- Figure 22: Key financials, Apple Inc, 2011-12
- Product range
- Recent activity/innovations
- HTC Corporation
- Company overview
- Financial information
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- Figure 23: Key financials, HTC Corporation, 2011/Q4-2012/Q3
- Product range
- Recent activity/innovations
- LG Electronics
- Company overview
- Financial information
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- Figure 24: Key financials, LG Electronics, 2011-12/Q3
- Product range
- Recent activity/innovations
- Motorola Inc.
- Company overview
- Financial information
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- Figure 25: Key financials, Motorola Mobility, 2010-12/Q1
- Product range
- Recent activity/innovations
- Nokia Corporation
- Company overview
- Financial information
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- Figure 26: Key financials, Nokia Corporation, 2011-12
- Product range
- Recent activity/innovations
- Research In Motion Limited
- Company overview
- Financial performance
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- Figure 27: Key financials, Research In Motion, 2011-12
- Product range
- Recent activity/innovations
- Samsung Telecommunications
- Company overview
- Financial performance
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- Figure 28: Key financials, Samsung Electronics, 2011-12/Q4
- Product range
- Recent activity/innovations
- Sony Mobile Communications
- Company overview
- Financial information
- Product range
- Recent activity/innovations
Brand Research
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- Brand map
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- Figure 29: Attitudes towards and usage of brands in the mobile phones sector, December 2012
- Correspondence analysis
- Brand attitudes
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- Figure 30: Attitudes by mobile phones brand, December 2012
- Brand personality
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- Figure 31: Mobile phones brand personality – macro image, December 2012
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- Figure 32: Mobile phones brand personality – micro image, December 2012
- Brand experience
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- Figure 33: Mobile phones brand usage, December 2012
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- Figure 34: Satisfaction with various mobile phones brands, December 2012
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- Figure 35: Consideration of mobile phones brands, December 2012
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- Figure 36: Consumer perceptions of current mobile phones brand performance, December 2012
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- Figure 37: Mobile phones brand recommendation – Net Promoter Score, December 2012
- Brand index
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- Figure 38: Mobile phones brand index, December 2012
- Figure 39: Mobile phones brand index vs. recommendation, December 2012
- Target group analysis
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- Figure 40: Target groups, December 2012
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- Figure 41: Mobile phones brand usage, by target groups, December 2012
- 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
- Adspend dominated by premium brands
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- Figure 42: Top 10 companies by adspend on mobile phones and smartphones, 2008-12
- Retailers account for just 15% of total 2012 adspend
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- Figure 43: Proportion of adspend attributable to manufacturers, operators and retailers in the top 20 companies by spend on mobile devices or mobile services, 2008-12
Smartphone OS Owned by Consumers
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- Key points:
- Android now on nearly half of smartphones
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- Figure 44: Operating system running on consumers’ smartphones, November 2012
- iOS attracts a younger base
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- Figure 45: Ownership of a smartphone OS, by age, November 2012
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- Figure 46: Ownership of a smartphone OS, by gross annual household income, November 2012
Most Valuable or Useful Smartphone Features
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- Key points
- Traditional phone functions remain important
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- Figure 47: Most useful or valuable features on a smartphone, November 2012
- Younger consumers substitute calling for social network access
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- Figure 48: Consumers who list calling, texting, emailing or social networking as one of the most valuable or useful features on their smartphones, by age, November 2011
- Android’s mixed pedigree shows in lack of enthusiasm for smartphone features
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- Figure 49: Interest in smartphone features and mobile features, by smartphone operating system, November 2012
- Areas of interest for iOS, BlackBerry and Windows Phone
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- Figure 50: Consumer interest in smartphone and mobile features, by smartphone operating system, November 2012
Important Factors in Purchasing a Smartphone
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- Key points
- Handset branding remains important
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- Figure 51: Important factors that contributed to the choice of consumers’ most recently purchased smartphone, November 2012
- 25-34s most likely to just dive in
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- Figure 52: Proportion of consumers who list cost consideration and the ability to test a phone in store as important factors contributing to the choice of their most recent device, by age, November 2012
- In-store tests benefit from salesperson input
- Windows Phone handsets would particularly benefit from in-store recommendations
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- Figure 53: Importance of the brand of the manufacturer, cost considerations and the recommendations of a salesman in the purchase of consumers most recently obtained smartphone, by device OS, November 2012
Reasons That Have Stopped Consumers Buying Smartphones
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- Key points
- Lack of necessity becomes primary hindrance to upgrades
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- Figure 54: Reasons that have prevented consumers buying smartphones, November 2012
- Cost primarily a concern to younger consumers
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- Figure 55: Top six reasons that have prevented consumers purchasing smartphones, by age, November 2012
- High crossover in price considerations suggests ample room in the market for budget operator
Attitudes Towards Basic Mobile Phones
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- Key points
- Smartphone subsidies support perception of poor value for money contracts
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- Figure 56: Attitudes towards basic mobile phones, November 2012
- Women best shot for discount plans
- Younger consumers are more likely to think basic mobile phones would last longer
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- Figure 57: Agreement with the statement “I think basic mobile phones will last longer than smartphones”, by age, November 2012
- Dislike of devices may be based on fear of the unknown
Appendix – Market Size and Forecast
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- Figure 58: Value of mobile phone sales, 2009-17
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Appendix – Brand Research
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- Figure 59: Brand usage, December 2012
- Figure 60: Brand commitment, December 2012
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- Figure 61: Brand momentum, December 2012
- Figure 62: Brand diversity, December 2012
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- Figure 63: Brand satisfaction, December 2012
- Figure 64: Brand recommendation, December 2012
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- Figure 65: Brand attitude, December 2012
- Figure 66: Brand image – macro image, December 2012
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- Figure 67: Brand image – micro image, December 2012
- Figure 68: Profile of target groups, by demographics, December 2012
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- Figure 69: Psychographic segmentation, by target groups, December 2012
- Figure 70: Brand usage, by target groups, December 2012
- Brand index
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- Figure 71: Brand index, December 2012
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Appendix – Smartphone OS Used by Consumers
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- Figure 72: Operating system running on consumers’ smartphones, November 2012
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- Figure 73: Smartphone operating system, by demographics, November 2012
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Appendix – Most Useful or Valuable Smartphone Features
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- Figure 74: Most useful or valuable features on a smartphone, November 2012
- Figure 75: Most useful or valuable features on a smartphone, by most popular useful or valuable features on smartphones, November 2012
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- Figure 76: Most useful or valuable features on a smartphone, by next most popular useful or valuable features on smartphones, November 2012
- Figure 77: Most useful or valuable features on a smartphone, by smartphone operating system, November 2012
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- Figure 78: Most popular useful or valuable features on smartphones, by demographics, November 2012
- Figure 79: Next most popular useful or valuable features on smartphones, by demographics, November 2012
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Appendix – Important Factors in Purchasing a Smartphone
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- Figure 80: Important factors contributing to the choice of consumer’s most recently purchased smartphone, November 2012
- Figure 81: Important factors contributing to the choice of consumer’s most recently purchased smartphone, by most important factors contributing to the choice of consumer’s most recently purchased smartphone, November 2012
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- Figure 82: Important factors contributing to the choice of consumer’s most recently purchased smartphone, by next most important factors contributing to the choice of consumer’s most recently purchased smartphone, November 2012
- Figure 83: Important factors contributing to the choice of consumer’s most recently purchased smartphone, by smartphone operating system, November 2012
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- Figure 84: Most important factors contributing to the choice of consumer’s most recently purchased smartphone, by demographics, November 2012
- Figure 85: Next most important factors contributing to the choice of consumer’s most recently purchased smartphone, by demographics, November 2012
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Appendix – Reasons That Have Stopped Consumers Buying Smartphones
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- Figure 86: Reasons that have prevented consumers buying smartphones, November 2012
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- Figure 87: Reasons that have prevented consumers buying smartphones, by reasons that have prevented consumers buying smartphones, November 2012
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- Figure 88: Reasons that have prevented consumers buying smartphones, by demographics, November 2012
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Appendix – Attitudes Towards Basic Mobile Phones
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- Figure 89: Attitudes toward basic mobile phones, November 2012
- Figure 90: Attitudes towards basic mobile phones, by attitudes towards basic mobile phones, November 2012
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- Figure 91: Attitudes towards basic mobile phones, by reasons that have prevented consumers buying smartphones, November 2012
- Figure 92: Reasons that have prevented consumers buying smartphones, by attitudes towards basic mobile phones, November 2012
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- Figure 93: Attitudes toward basic mobile phones, by demographics, November 2012
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