Table of Contents
Executive Summary
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- Majority of consumers have a choice of devices
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- Figure 1: Device usage, October 2015
- Smartphones still lack versatility
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- Figure 2: Smartphone attitudes and behaviours, October 2015
- Larger screens reduce barriers
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- Figure 3: Smartphone behaviours (agreement), by screen size used, October 2015
- PCs and tablet use largely restricted to the home
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- Figure 4: Usage locations, by device, October 2015
- Tablets seen as more dispensable
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- Figure 5: Device consumers would miss the most, October 2015
- What we think
Issues and Insights
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- Encouraging more consumers to think ‘mobile first’
- The facts
- The implications
- As tablet ownership plateaus, where does the future of the market lie?
- The facts
- The implications
The Market – What You Need to Know
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- Tablet surge comes to an end
- Three in four UK adults own a smartphone
- Nearly two fifths use a ‘phablet’
- Wearables yet to catch on
Market Background
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- Tablet surge comes to an end
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- Figure 6: Household ownership of computers, January 2012 – September 2015
- Three in four UK adults own a smartphone
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- Figure 7: Personal ownership of mobile phones, January 2012 – September 2015
- Nearly two fifths use a ‘phablet’
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- Figure 8: Smartphone screen size, October 2015
- Wearables yet to catch on
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- Figure 9: Personal ownership of smartwatches, June 2014 – September 2015
Key Players – What You Need to Know
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- Google’s AMP signals a faster mobile web
- Tablets get practical
- Hybrids blur the boundaries
- BlackBerry makes keyboard U-turn
- Redefining the role of the smartphone
Launch Activity and Innovation
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- Google’s AMP signals a faster mobile web
- Tablets get practical
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- Figure 10: Apple iPad Pro with stylus pen, launched in September 2015
- Hybrids blur the boundaries
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- Figure 11: Microsoft Surface Book laptop, unveiled October 2015
- BlackBerry makes keyboard U-turn
- Redefining the role of the smartphone
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- Figure 12: Microsoft Lumia 950 smartphone connected to an external monitor, device launched in 2015
The Consumer – What You Need to Know
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- Majority of consumers have a choice of devices
- Apple and Google control the smartphone OS market
- Tablet buyers look for familiarity
- PC still the preferred option
- Smartphones still lack versatility
- PCs and tablets consigned to the home
- ‘Lite’ mobile websites can overcome frustrations
- Tablets seen as more dispensable
Device Usage
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- Majority of consumers have a choice of devices
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- Figure 13: Device usage, October 2015
- Older consumers more likely to use conventional means
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- Figure 14: Device usage, by age, October 2015
Mobile Operating Systems
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- Apple and Google battle for ‘floating voters’
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- Figure 15: Smartphone operating systems used, October 2015
- Android dominates ‘phablet’ market
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- Figure 16: Smartphone screen size, by operating system, October 2015
- Microsoft aims to unsettle tablet market
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- Figure 17: Tablet operating systems used, October 2015
Smartphone Behaviours
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- Smartphones still lack versatility
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- Figure 18: Smartphone behaviours, October 2015
- Addressing the frustrations of Millennials
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- Figure 19: Smartphone behaviours (agreement), by age, October 2015
- Larger screens reduce barriers
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- Figure 20: Smartphone behaviours (agreement), by screen size used, October 2015
Device Activity
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- PC still the preferred option
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- Figure 21: Device activity, October 2015
- Mobile users far more selective
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- Figure 22: Repertoire of activities conducted most on each device, October 2015
- More Millennials think ‘mobile first’
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- Figure 23: Repertoire of activities conducted most on a smartphone, by age, October 2015
Usage Locations
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- PCs and tablet use restricted to the home
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- Figure 24: Usage locations, by device, October 2015
- Tablets not so ‘mobile’
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- Figure 25: Repertoire of usage locations, by device, October 2015
- Smartphones used for snippets of entertainment
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- Figure 26: Activities conducted mostly on a smartphone, by usage locations, October 2015
Attitudes towards Devices
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- ‘Lite’ mobile websites can overcome frustrations
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- Figure 27: Attitudes towards devices, October 2015
- Smartphones set up transactions
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- Figure 28: Attitudes towards devices, by generation, October 2015
Importance of Devices
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- Tablets seen as more dispensable
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- Figure 29: Device consumers would miss the most, October 2015
- Women and younger people more fixated on smartphones
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- Figure 30: Device consumers would miss the most, by gender and age, October 2015
Appendix – Data Sources and Abbreviations
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- Data sources
- Abbreviations
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