- Contents
- *Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
What you need to know
Although Mintel expects the overall phone market to grow through 2019, increasing from 205.1 million units shipped in 2014 to 255.2 million units shipped in 2019, this growth will slow considerably near the end of the forecast period. The number of opportunities in the smartphone market is shrinking as an increasing majority of adults own more advanced devices.
This report identifies opportunities for mobile marketers and device manufacturers for 2015 and provides guidance for the years beyond. Topics covered in this report include average spending on mobile devices, cell phone brands owned, consumers’ mobile phone usage habits and opinions, satisfaction with cell phones and with individual features, and consumers’ mobile phone purchasing habits.
This report builds on the analysis presented in Mintel’s Mobile Phones – US, February 2014, as well as the Mobile Phones – US, January 2013, Mobile Phones – US, February 2012, and Mobile Phones – US, February 2011.
Definition
This report covers mobile phone hardware and OS owned among consumers. Mobile phone accessories, such as smartwatches, headsets, docks, and head-mounted displays (eg Google Glass) are not covered in this report.
Mobile applications are discussed as they relate to consumer satisfaction with the total number of apps available on their devices, but are not the primary focus of this report.
Value figures throughout this report are at retail selling prices (rsp) excluding sales tax unless otherwise stated.
Sales data
-
Market Size and Forecast: Consumer Electronics Association, “U.S. Consumer Electronics Sales and Forecasts”
-
Market Drivers: Cisco’s Global Cloud Index: Forecast and Methodology, 2013–2018, iPass’ 2014 forecast for public Wi-Fi hotspots
-
Leading Companies: Individual brands’ press releases and financial results
Consumer survey data
For the purposes of this report, Mintel commissioned exclusive consumer research through Lightspeed GMI to explore consumer mobile phone ownership and usage. Mintel was responsible for the survey design, data analysis, and reporting. Fieldwork was conducted in December 2014 among a sample of 2,000 adults aged 18+ with access to the internet.
Mintel selects survey respondents by gender, age, household income, and region so that they are proportionally representative of the US adult population using the internet. 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 and to allow for more precise parameter estimates from our reported findings. 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 Experian Marketing Services, using the Simmons National Consumer Study (NCS).
The Experian Marketing Services, Simmons NCS/NHCS was carried out during August 2013-September 2014 and the results are based on the sample of 12,922 adults aged 18+, with results weighted to represent the U.S. adult population.
Additional data from Experian Marketing Services and Experian Marketing Services Summer 2010, 2011, 2012, 2013, 2014. Simmons NHCS Adult Study 12-Month is included for July 2009-September 2010, July 2010-September 2011, August 2011-August 2012, July 2012-September 2013 and August 2013-September 2014.
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.
Consumer qualitative research
In addition to quantitative consumer research, Mintel also conducted an online discussion group among a demographically mixed group of adults aged 18+. This discussion group was asynchronous (ie not run in real time), functioning like a blog or bulletin board, with questions remaining posted for a predetermined period of time. This method allows participants to respond reflectively, at their leisure, or to log off to think about any issues raised, and return later to respond. Participants were recruited from Lightspeed GMI’s online consumer panel with responses collected in November 2014. All quotes are included verbatim, and as such, include typos and other grammatical errors as they originally appeared.
Abbreviations and terms
The following is a list of abbreviations and terms used in this report.
| 4K | Content with horizontal resolution of at least 4,000 pixels (also known as ultra high-definition). |
| CE | Consumer Electronics |
| NHCS | National Consumer Study /National Hispanic Consumer Study (Experian Marketing Services) |
| OS | Operating system |
Generations are discussed within this report, and they are defined as:
| World War II/Swing generations | Members of the WWII Generation were born in 1932 or before and are aged 83 or older in 2015. Members of the Swing Generation were born between 1933 and 1945 and are aged 70-82 in 2015. |
| Baby Boomers | The generation born between 1946 and 1964. In 2015, Baby Boomers are between the ages of 51 and 69. |
| Generation X | The generation born between 1965 and 1976. In 2015, Gen Xers are between the ages of 39 and 50. |
| Millennials* | The generation born between 1977 and 1994. In 2015, Millennials are between the ages of 21 and 38. |
| iGeneration | The generation born between 1995 and 2007. In 2015, iGens are between the ages of 8 and 20. |
| Emerging generation | The newest generation began in 2008 as the annual number of births declined sharply with the recession. In 2015 members of this as-yet-unnamed generation are younger than 8. |
