Mobile Consumer Survey 2018
Our annual Mobile Consumer Survey has launched. The survey provides truly unique insight into the mobile behaviour of more than 54,000 respondents across 35 countries, with our sample for the UK covering 4,150 respondents aged 16-75.
Over the next couple of months, we will be adding new insights to the microsite. Sign up to be one of the first to receive the updates.
Please get in touch if you have any questions or would like to discuss the findings in more detail.
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The race to 5G
The race to deploy the first 5G network in the UK has begun; how swiftly will this new technology be adopted? Will it prove to be evolutionary or revolutionary?
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State of the smartphone market
Higher prices, lower sales and growing base: what is the future of the smartphone?
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Smartphones and media
Media has been a key driver of the adoption of the smartphone. Over the next decade, the smartphone is likely to help drive the monetisation of media.
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Data privacy: it’s complicated
More of us believe our personal data is being used by online companies – but is awareness enough to change our behaviour?
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Talking to myself: Voice assistant usage goes mainstream
As voice assistant usage goes mainstream and its capabilities evolve, will the novelty wear off or will voice assistants become the dominant user interface of the future?
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Smartphone usage: The era of the dashboard
Smartphones have moulded our behaviours, for better and worse. Will increased awareness prompt us to moderate our usage levels?
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Explore the data in more detail
HighlightsHighlightsAll chartsBiometricsData PrivacyDevice ownership and usageFinance & ShoppingMachine learningMobile for businessMobile operator customer interaction pointsSmartphones and MediaSmartphone usageState of the smartphone marketThe rise of voice assistants5G-
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Voice assistant’s frequency of usage on voice assisted speakers
Among those who use voice assistants on smartphones, 54% used it within the last week
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Top 5 reasons to use voice assistants on voice assisted speakers
77% use their voice assistant speaker to play music
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Level of concern pertaining to how companies share, use and store personal data
An average of 49% are ‘very concerned’ about companies using, storing or sharing their personal data with third parties.
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Perception of extent of smartphone usage
43% of the respondents think their partner uses smartphones ‘too much’
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Attitudes towards 5G adoption
12% would switch to a 5G network as soon as it becomes available, while 32% would eventually adopt it, following a typical technology bell curve.
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Smartphone penetration vs smartphone shipments (2013-2018)
Smartphone penetration growth has slowed down in recent years whereas smartphone shipments have declined in the past few years
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Smartphone penetration by age group (2012-18)
Smartphone penetration has seen growth across all age groups, the 55-75 category has seen the most growth increasing from 40% in 2013 to 77% in 2018
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Frequency by usage of device
Smartphones are the most frequently used devices in the UK: 95% of smartphones owners aged 16-75 used their device in the last day
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Status of device adoption
Ownership of wearables has risen the fastest compared to other devices
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Excessive phone or smartphone usage by age group
The 16-24 age group has the most excessive usage with 60% compared to an average of 36% for all respondents
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Device penetration (2012-18)
Smartphone has become ubiquitous over the years growing from 52% in 2012 to 87% in 2018
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Usage of voice assisted speaker by age group
Over 60% of the 45+ years old used their voice assistant speaker on the previous day
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Awareness and usage of applications featuring machine learning
Most machine learning features are only used by a minority of respondents; Predictive texting is the machine learning feature that most respondents are aware of and use
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Work related smartphone activity usage
Emails and making standard calls are the highest reported use of smartphones for work purposes. Interestingly, over a third (34%) claim not to do any of these activities
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Effects of excessive smartphone usage
45% feel they need to constantly check their phone, or are distracted by their phone while completing a task
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Smartphone and tablet penetration among 55-75 year olds (2013 vs 2018)
Smartphone and Tablet penetration the 55-75 years old has grown noticeably since 2013 with an annual growth of 14% (smartphones) and 18% (tablets) through a period of five years.
Contacts
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Paul Lee
Partner, Head of Global Research, Technology, Media & Telecommunications
+44 20 7303 0197
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Amrita Ranchhod
Insight Manager for Technology, Media & Telecommunications
+44 20 7007 0358
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George Parrett
Press Officer, Technology, Media & Telecommunications
+44 20 7007 7285