Call me maybe? Not.

Proportion of smartphone users who use data communication services weekly, 2016

Question. Please state which, if any, you have ever used, which you use at least once a week and which you use at least once a day?

Note: The question asked for 2012–2015 is “In the last 7 days, in which, if any, of the following ways did you use your phone to communicate with others?”. The weekly 2016 usage is obtained by adding options “I use at least once a day” and “I use at least once a week”. Weighted base (2012/2013/2014/2015/2016): Respondents who own or have access to a smartphone (1,005/2,382/2,802/3,039/3,251) Source: UK edition, Deloitte Global Mobile Consumer Survey, May 2014, May–Jun 2015, May–Jun 2016

Generation smartphone – those born in 2000 or after – may struggle to comprehend why those born just a decade previously used to use their mobile phones principally to make traditional phone calls. Looking at the entire base, there has been a marked increase in the last two years in both the proportion of people using all data communications tools.

What is clear is that the reach of each tool is rising in parallel: they are not regarded as substitutes. There has also been a significant year-on-year increase in usage of each of the data communications tools, with IM being used more in 2016 by half of all existing IM users.

As many of these platforms now enjoy a significant user base, it is likely that they will become increasingly commercial over the coming years to cover the costs required to provide, upgrade, market and support these services.