Global Mobile Consumer Survey
U.S. Edition
October 2013
Copyright © 2013 Deloitte Development LLC. All rights reserved. 1 U.S. Data: Global Mobile Consumer Survey
The 2013 Global Mobile Consumer Survey:
37,600 responses, 20 countries, four continents
United States
Brazil
Japan
Turkey
United Kingdom
Belgium
Netherlands
Mexico
Argentina
Finland Russia
Spain China
India
Singapore
S. Korea
Germany
Indonesia
France Portugal
Copyright © 2013 Deloitte Development LLC. All rights reserved. 2 U.S. Data: Global Mobile Consumer Survey
• The survey was commissioned by Deloitte’s global Technology, Media and Telecommunications (TMT)
practice. It is based on an online survey of consumers across 20 countries. The survey was fielded by
an independent research firm between May-July 2013 and yielded 37,600 responses globally.
• This Global Mobile Consumer Survey presentation highlights findings from the United States survey
results. In the U.S., the survey yielded 2,000 respondents. This presentation offers insight into consumer
purchasing habits, wants and trends in the U.S., with a focus on mobile devices and services. The
survey includes five age groups:
About the Global Mobile Consumer Survey and U.S. data
As used in this document, “Deloitte” means Deloitte LLP and its subsidiaries. Please see www.deloitte.com/us/about
for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be
available to attest clients under the rules and regulations of public accounting.
18-24 25-34 35-44 45-54 55+
Copyright © 2013 Deloitte Development LLC. All rights reserved. 3 U.S. Data: Global Mobile Consumer Survey
• Survey responses for all countries, including the U.S., are weighted to the U.S. population (2011 U.S.
census data).
• The survey is now in its third year and includes selected trending data for 2012 and 2013. When
relevant, we have included trending data to show changes in consumer behavior and opinions.
• Globally, the question set for this survey was standard, except where information about the local market
was specifically requested. For example, in the United States, we asked additional questions about
BYOD (Bring Your Own Device) trends. U.S. questions were asked in English. Questions pertaining to
spend were all asked in local currency.
About the Global Mobile Consumer Survey and U.S. data
Copyright © 2013 Deloitte Development LLC. All rights reserved. 4 U.S. Data: Global Mobile Consumer Survey
Wi-Fi is the predominant Internet connection across portable devices
in the U.S. Thinking about how you connect your devices to the Internet, which type of connectivity do
you use most often?
Base: Total respondents that connect to the internet using their portable devices ,1,921; Tablet 519; eReader 130; Laptop Computer 1231; Large
Smartphone 55; Smartphone 826
93%
93%
94%
71%
64%
Tablet eReader Laptop Computer Large Smartphone Smartphone
5% 5% 4% 27% 34%
Broadband, Wi-Fi/Fixed Mobile Network
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nec iaculis libero elementum sed. Sed ut viverra eros. Fusce ultrices dapibus odio nec semper. Ut sollicitudin mattis magna, eu rhoncus turpis commodo et. Pellentesque vestibulum sagittis egestas. Sed semper metus elit. Sed in risus vitae.
Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et ligula imperdiet. Integer laoreet.
Copyright © 2013 Deloitte Development LLC. All rights reserved. 5 U.S. Data: Global Mobile Consumer Survey
41% of subscribers would be willing to pay more for substantively
faster wireless speeds How much would you be willing to pay if your wireless carrier would offer you speeds
between 3 to 5 times higher than your current speeds?
Base: Total respondents – All those who want faster wireless download speeds: 639
8% 11% 22% 55% 4%
$30 $20 $10
Not willing
to pay
any more
I don’t
know
Copyright © 2013 Deloitte Development LLC. All rights reserved. 6 U.S. Data: Global Mobile Consumer Survey
Performance is the key driver when choosing Wi-Fi over mobile
networks For which of the following reasons do you use Wi-Fi to connect to the Internet instead of
your mobile carrier’s network (2G, 3G or 4G/LTE)?
Base: Total respondents who connect to Wi-Fi on their mobile 747, Respondents that subscribe to 4G 331, Respondents that do not subscribe to 4G 416
Criteria / Reasons Subscribe to 4G/LTE Do not subscribe to
4G/LTE
Faster speeds 49 48
Faster response time (e.g., when browsing) 38 36
To save money on my mobile phone bill 36 37
To save on my monthly internet allowance from my
mobile carrier 38 33
A more reliable connection 36 31
It uses less battery 23 22
Poor or lack of 3G/4G coverage in general 21 18
49 38 1
2
38 36
36 37
All figures in %
Copyright © 2013 Deloitte Development LLC. All rights reserved. 7 U.S. Data: Global Mobile Consumer Survey
Use of Wi-Fi is increasing outside out of home and work use
In which of the following Wi-Fi enabled places do you use your phone to connect to Wi-Fi?
The findings imply that the use of Wi-Fi at home and at work is
being augmented by use in more social settings, creating
new dynamics and potential interactions among consumers.
Base: Total respondents using Wi-Fi to connect to the internet on their mobile (2013) 747, (2012) 501
86% 83% 51%
54% 37%
44%
35%
34%
17%
20%
2012 2013 2012 2013 2012 2013 2012 2013 2012 2013
At home When out
and about
At someone
else’s home At work
At place
of study
Copyright © 2013 Deloitte Development LLC. All rights reserved. 8 U.S. Data: Global Mobile Consumer Survey
Device cost is #1 for standard phone owners; last for smartphone
owners When choosing your current phone, which, if any, of the attributes did you consider to be
most important?
Base: Total respondents who use... Any phone 1,698; Standard phone users: 698, Smartphone users: 999
Selection Criteria Standard
phone Smartphone All
respondents
Phone size 34 40 37
Cost of monthly service plans 37 37 37
Battery life 27 40 35
Design (look and feel) 25 40 34
Device brand 18 38 30
Lower cost of device 40 20 28
Touchscreen usability/availability 7 41 27
The operating system in use 6 40 26
Camera quality and usability 11 35 25
40 20 28
2013 Results – Standard Phone vs. Smartphone
All figures in %
Copyright © 2013 Deloitte Development LLC. All rights reserved. 9 U.S. Data: Global Mobile Consumer Survey
App downloads and per-app spending has decreased year-over-year,
with the biggest reduction in tablets
Base: Graph 1 & 2 Total respondents who have downloaded apps in the last 12 months. For 2012: Tablets (334), Smartphones (647), for 2013: Tablets
(520), Smartphones (966)
Device Year
How many apps do you
download in a typical
month?
How much do you
spend per month on
apps and other
downloadable
content?
Per App
2012 2.65 $1.75 2012 per app spending:
$0.66
2013 2.31 $1.29 2013 per app
spending:
$0.56
2012 3.05 $3.51 2012 per app spending:
$1.15
2013 2.37 $1.72 2013 per app spending:
$0.73
Copyright © 2013 Deloitte Development LLC. All rights reserved. 10 U.S. Data: Global Mobile Consumer Survey
Brazil
7.88 / 4.99 Argentina
6.09 / 5.03
Mexico
5.68 / 4.89
United States 2.65 / 2.31
2012
2013
This decline in app downloads is consistent across other countries
How many apps do you download in a typical month? (smartphone users only)
Base: Smartphone owners who downloaded apps in the last 12 months (2013, 2012): Argentina 733, 337, Brazil 508, 540, Mexico 862, 475, US 868, 664
Copyright © 2013 Deloitte Development LLC. All rights reserved. 11 U.S. Data: Global Mobile Consumer Survey
1Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et imperdiet. Integer laoreet pr etium mi.
nec iaculis libero elementum sed. Sed ut viverra eros. Fusce ultrices dapibus odio nec semper. Ut sollicitudin mattis magna, eu rhoncus turpis commodo et. Pellentesque vestibulum sagittis egestas. Sed semper metus elit. Sed in risus vitae.
Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et ligula imperdiet. Integer laoreet.
Executive Summary: many employers have BYOD policies –
providing reimbursement and support for personal devices
51%
45%
58%
69%
…of companies
have BYOD
policies
…of employees
who work where
BYOD policies are
offered primarily
use their personal
device on the job –
with significantly
more males and
younger age
demographics
adopting
…of personal device
users receive the
same or more
reimbursement
amount from their
employers
…of personal device
users do not
encounter
challenges as a
results of using a
personal device at
the workplace
Copyright © 2013 Deloitte Development LLC. All rights reserved. 12 U.S. Data: Global Mobile Consumer Survey
Almost half of companies have BYOD-friendly policies
Does your employer currently have a policy that allows use of personal devices in the
workplace?
Base: Total respondents who work and own at least one portable device: 1,921
Response Options
Yes - and I use a personal device as my primary work related
mobile device 23
Yes - but I use my personal device secondary to another company
provided device 13
Yes - but I opt to use a company provided device instead 9
No - my employer does not allow personal devices to be used for
work related activities 18
My job does not involve the use of mobile devices for work related
activities 23
Don’t know 5
None of the above 9
23
13
9
45%
All figures in %
Copyright © 2013 Deloitte Development LLC. All rights reserved. 13 U.S. Data: Global Mobile Consumer Survey
58% of personal device owners receive the same or more
reimbursement as a result of using their personal device at work
Does your employer’s reimbursement policy differ if the device is personal or company
provided?
Base: Total respondents who have an employer who reimburses costs: 173 (Those who chose ‘None of the above’ are excluded in the chart above)
38% 20% 26% 11% The company
provides the
same
reimbursement
for personal
devices
I receive more
reimbursement
with my personal
device
I receive less
reimbursement
with my personal
device
I don’t know
58%
Copyright © 2013 Deloitte Development LLC. All rights reserved. 14 U.S. Data: Global Mobile Consumer Survey
Most personal-device users do not encounter technical or support
challenges as a result of BYOD
Have you ever encountered any challenges as a result of using your own device as opposed
to a company approved / provided device?
Base: Total respondents who use personal devices in the workplace: 535
69% 21% 13% 6%
No challenges Support
challenges
Technical
challenges I don’t know
Copyright © 2013 Deloitte Development LLC. All rights reserved. 15 U.S. Data: Global Mobile Consumer Survey
62% 28% 10%
While NFC has a small user base, its numbers are growing and its
users show commitment to the technology
Does your phone have NFC technology? Have you used the NFC capability on your
device during the last month?
12% 12% 103%
4%
Don’t Know
34%
Yes
62%
No
NO Don’t Know Yes
Increase/Decrease in % Y-Y change (2012 – 2013)
Base: Total respondents: (2012) 1722, (2013) 1752
Copyright © 2013 Deloitte Development LLC. All rights reserved. 16 U.S. Data: Global Mobile Consumer Survey
Significantly more males have – and use – NFC technology
Does your phone have Near Field
Communication (NFC) technology?
Have you used the NFC capability on your
device during the last month?
Yes No Don’t know
Male 13 60 26
Female 7 63 30
Yes No Don’t know
Male 39 56 6
Female 26 71 3
13
7
39
26
Base: Total respondents: (2012) 1722, (2013) 1752
All figures in % All figures in %
Copyright © 2013 Deloitte Development LLC. All rights reserved. 17 U.S. Data: Global Mobile Consumer Survey
Tablet growth is skyrocketing among 25-34 year olds and smartphone
growth is still strong; 55+ shows the second-highest growth
Which of the following portable devices do you own or have ready access to?
Base: Graph 1 & 2 Total respondents (2012) 2,022, Total respondents (2013) 2,000
Smartphone ownership by age group Tablet ownership by age group
18-24 25-34 35-44 45-54 55+
2012 2013 2012 2013 2012 2013 2012 2013 2012 2013
Smartphone penetration rate
58 71 54 76 55 66 41 46 24 31
+23% +41% +20% +13% +29%
Y on Y device penetration growth rate Y on Y device penetration growth rate
18-24 25-34 35-44 45-54 55+
2012 2013 2012 2013 2012 2013 2012 2013 2012 2013
Tablet penetration rate
25 32 24 41 28 37 21 30 17 24
+29% +74% +33% +40% +45%
All figures in % All figures in %
Copyright © 2013 Deloitte Development LLC. All rights reserved. 18 U.S. Data: Global Mobile Consumer Survey
In 2013, the tablet is the device with the fastest growth in ownership,
well above smartphones; tablet/smartphone replacing other devices
Which of the following portable devices do you own or have ready access to?
Base: Total respondents (2012) 2,022, Total respondents (2013) 2,000
Tablet Smartphone eReader Laptop Netbook
Digital
camera
Music
player
Portable
games
player
Portable
video player
Standard
phone
9% 3% 13% 14% 15% 22% 25% 5% 29% 48%
2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013 2012 2013
Device penetration
21 31 41 53 19 20 67 69 11 10 45 39 43 37 20 17 27 21 56 42
Increase/Decrease in % Y-Y change (2012 – 2013)
1Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et imperdiet. Integer laoreet pr etium mi.
nec iaculis libero elementum sed. Sed ut viverra eros. Fusce ultrices dapibus odio nec semper. Ut sollicitudin mattis magna, eu rhoncus turpis commodo et. Pellentesque vestibulum sagittis egestas. Sed semper metus elit. Sed in risus vitae.
Fusce mattis or ci nec leo varius ut suscipit ligula malesuada. Duis sollicitudin semper orci et ligula imperdiet. Integer laoreet.
All figures in %
Copyright © 2013 Deloitte Development LLC. All rights reserved. 19 U.S. Data: Global Mobile Consumer Survey
Tablet use drives more smartphone use but less laptop use
Since you have owned a tablet, do you use your ...
Base: Total respondents who own both a smartphone and a tablet : 437
Base: Total respondents who own both a laptop and a tablet : 494
Laptop
Smartphone
27% 50% 19% 4%
More
frequently
Same
amount
Less
frequently Don’t know
20% 43% 34% 3%
More
frequently
Same
amount
Less
frequently Don’t know
Copyright © 2013 Deloitte Development LLC. All rights reserved. 20 U.S. Data: Global Mobile Consumer Survey
Tablets and smartphones have unique usage profiles
In the last week, for which of the following activities did you use your device? (Top 18 activities)
Base: Total respondents (2013) Smartphone – 999, Tablets – 624
Activities Smartphone Rank Tablet Rank
Email (for work, or personal) 73% 1 50% 1 Social networks 63% 2 43% 3 Using search engines 60% 3 45% 2 Taking photos and video 56% 4 20% 10 (t) Navigation or maps 41% 5 17% 13 (t) Online banking 36% 6 22% 9 News and sport websites 35% 7 28% 7 Browsing retailers websites 33% 8 37% 4 Playing games offline 33% 8 (t) 36% 5 Listening to music saved on device 29% 10 17% 13 (t) Playing games online 23% 11 23% 8 Listening to online radio 22% 12 18% 12 Streaming music 18% 13 8% 18 Online payments 15% 14 11% 17 Buying goods 11% 15 17% 13 (t) Reading books 10% 16 30% 6 Streaming/Watching TV or Movies online 9% 17 20% 10 (t) Watching TV/movies/video saved on your device 8% 18 17% 13 (t)
Copyright © 2013 Deloitte Development LLC. All rights reserved. 21 U.S. Data: Global Mobile Consumer Survey
This overview contains just a small percentage of the data gathered in this year’s survey.
For more information, please contact:
Press inquiries:
Anisha Sharma
+1 917 464 3713
Sam Johnston
Hill & Knowlton Strategies
+1 212 885 0499
To learn more
Copyright © 2013 Deloitte Development LLC. All rights reserved. 22 U.S. Data: Global Mobile Consumer Survey
About Deloitte
Deloitte refers to one or more of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee, and its network of
member firms, each of which is a legally separate and independent entity. Please see www.deloitte.com/about for a detailed
description of the legal structure of Deloitte Touche Tohmatsu Limited and its member firms. Please see www.deloitte.com/us/about
for a detailed description of the legal structure of Deloitte LLP and its subsidiaries. Certain services may not be available to attest
clients under the rules and regulations of public accounting.
Copyright © 2013 Deloitte Development LLC. All rights reserved.
Member of Deloitte Touche Tohmatsu Limited