Your life in your hands: living our lives through our mobile phones

© Ipsos MORI / King’s College London

Your life in your hands: living our lives through our

mobile phones

Welcome

18th June 2014 #KingsIpsosMORI



mobile phones

Claire Emes, Head of Digital, Ipsos MORI



The 2014 Swiss Army Knife


93%

93%

86%

84%

84%

84%

80%

77%

76%

76%

75%

75%

74%

74%

72%

71%

70%

70%

68%

62%

54%

6%

6%

9%

12%

14%

11%

16%

19%

20%

19%

22%

22%

21%

21%

24%

23%

24%

24%

25%

31%

41%

Turkey

China

Argentina

India

S Korea

Brazil

Russia

Total

Italy

Spain

France

Belgium

Germany

Poland

S Africa

Australia

Canada

US

Japan

GB

Sweden

GB less concerned by pace of change

93%

84%

84%

84%

80%

77%

76%

75%

74%

74%

72%

70%

68%

62%

54%

6%

12%

14%

11%

16%

19%

20%

22%

21%

21%

24%

24%

25%

31%

41%

China

India

S Korea

Brazil

Russia

Total

Italy

France

Germany

Poland

S Africa

US

Japan

GB

Sweden

Agree

Disagree

To what extent do

you agree or

disagree…?

The world today

is changing too

fast

Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013


We are still conscious of feeling ‘left behind’

Agree


To what extent do

you agree or

disagree…?

I cannot keep up

with developments

in science and

technology

because the speed

of development is

too fast

44%

46%

41%

47%

37%

45%

49%

51%

46%

46%

46%

44%

Non-smartphone

owners

Smartphone

owners

55+

45-54

25-44

18-24

45% 46% Great Britain

overall

Disagree


Adoption of

mobile

technology


Smartphone ownership rising rapidly –

close to one in three now own one

% OWN

Base: circa 1,000 GB adults aged 15+ per wave Source: Ipsos MORI

37

64

13 13

6 9

30

1 4

0%

10%

20%

30%

40%

50%

60%

70%

Q3' 11 Q4' 11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3'13 Q4'13 Q1'14 Q2'14

Any Smartphone

(net)

Windows

Tech Tracker


The innovation curve – smartphone adoption 2012

2.5%

Innovators

13.5%

Early

Adopters

34%

Early

Majority

34%

Late

Majority

16%

Laggards

Q2 2012

cf. Diffusion of innovations, Rogers

45% Smartphone ownership

Q2 2014

64% Smartphone ownership


Not everyone has access to the new technology…

% OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE: Q2 2012

Base: circa 4,000 GB adults aged 15+: Q4 2012/ Q1/Q2/Q3 2013

All 15-24 25-34 35-44 45-54 55-64 65+

Males 46 67 67 59 42 29 9

Males AB 55 84 67 79 66 44 14

Males C1 49 67 76 55 34 35 12

Males C2 44 72 80 51 34 18 2

Males DE 31 57 47 30 25 7 4

Females 36 71 65 43 32 17 2

Females AB 43 79 79 55 45 21 4

Females C1 43 81 68 43 42 20 5

Females C2 33 65 58 32 26 14 2

Females DE 25 59 55 31 11 10 -

70-100% 50-69% 0-49%

Tech Tracker


but the landscape is changing…

% OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE: Q2 2014

Base: circa 4,000 GB adults aged 15+: Q4 2012/ Q1/Q2/Q3 2013

70-100% 50-69% 0-49%

All 15-24 25-34 35-44 45-54 55-64 65+

Males 63 83 84 80 68 47 21

Males AB 71 91 90 92 86 60 30

Males C1 70 87 89 88 66 47 26

Males C2 59 79 82 76 62 47 12

Males DE 50 78 76 55 48 25 11

Females 56 86 81 76 58 36 15

Females AB 66 94 89 85 70 47 34

Females C1 60 90 91 82 59 33 15

Females C2 50 85 70 69 49 40 6

Females DE 47 81 74 58 46 24 7

Tech Tracker


How

attached are

we to our

mobiles?


All: GB

Among owners, smartphones are valued more than

TV – attachment varies little by age

53%

39%

36%

27%

22%

38%

37%

42%

45%

42%

56+

46-55

36-45

26-35

16-25

And if you

couldn’t use or

access these

things any more,

which two or

three of these

would you miss

doing the most?

Base: All smartphone owners (667) online, 3-17 Sept 2013

List included: the internet,

desktop/laptop,

conventional radio, social

networking… and more.

All smartphone

users: GB 34%

41%

Smartphone TV


And if you

couldn’t use or

access these

things any more,

which two or

three of these

would you miss

doing the most?

93%

93%

86%

84%

84%

84%

80%

77%

76%

76%

75%

75%

74%

74%

72%

71%

70%

70%

68%

62%

54%

6%

6%

9%

12%

14%

11%

16%

19%

20%

19%

22%

22%

21%

21%

24%

23%

24%

24%

25%

31%

41%

Turkey

China

Argentina

India

S Korea

Brazil

Russia

Total

Italy

Spain

France

Belgium

Germany

Poland

S Africa

Australia

Canada

US

Japan

GB

Sweden

Out of all our means of technology and entertainment,

smartphones would be sorely missed.

56%

54%

49%

49%

46%

45%

44%

41%

41%

40%

39%

39%

37%

33%

33%

S.Africa

S.Korea

China

the US

Russia

Japan

India

GB

Total

Sweden

Germany

France

Italy

Poland

Brazil

% Smartphone


List included: the internet,

desktop/laptop, conventional

radio, social networking… and

more.


Are we too dependent?



“I cannot live

without my

smartphone, if I left

it at home on way

to work I would

actually be late for

work and go back

for it”

“I had to drive

home without a

phone (which I

really don’t like

doing, as if I break

down or get lost,

there is no phone

to ring for help or

to get directions

with).”

“It felt like part of me

was lost, it was a

nightmare. I could

never do it again”

Ipsos MORI/Ofcom Young People and Comms



“Been out for

dinner so avoided

my phone for the

past few hours…

…that said, now

I'm back, already

checked

Facebook and

replied to the

missed messages

on WhatsApp.”

“I think face to

face contact is

really important

because it helps

you develop

proper social

skills…I couldn’t

get to know

someone properly

online I would

have to be with

them in person.”

Ipsos MORI/Ofcom Young People and Comms


Are we

making the

most of it?


Not everyone uses smartphones to their full potential

No phone Smartphone Feature phone

only

Text and

calls only

Using more advanced

features on their

smartphones: eg online

banking, augmented reality,

full use of TV on demand

Using above average

features: eg purchasing

online, video calls,

gambling

Using basic ‘smart’

features: eg browsing,

camera, music, email

Basic additional

features: camera and

music

Base: All GB (1,000) online, 3-17 Sept 2013


83

42 42

61

36 33

49

0

10

20

30

40

50

60

70

80

90

100 Highest global score

Lowest global score

Use of mobile technology is also cultural

% mobile owners doing each of the

following

GB

Japan

14

64

Base: All mobile owners (880 in GB and 838 in Japan) online, 3-17 Sept 2013


So what

does this all

mean?


We’re changing the way we do research


Many other businesses are also responding


So is government


But don’t leave people behind



mobile phones

Questions


Mobile

Your life in your hands: living our lives through our mobile phones