All posts tagged stats

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My ‘mobile by numbers’ presentation

Recently put this presentation together to take some clients through the current state and future trends of mobile usage. Hope it’s useful.

iPad usage by numbers

The “now” generation wants their news, entertainment, information and access to online stores instantly whether that is on the bus, bedroom or even on the beach.

A recent survey by seven.co.uk announces some rather rather revealing stats on how the iPad.. which is the fastest selling technology hardware device in history with 15 million sold in 11 months, is impacting our media consumption habits both online and offline. The iPad buyers are not exclusively early adopters as is often assumed, as 63% describe themselves as people who normally wait for a gadget to become established before they buy it.

So what are the iPad statistics that you should take notice of ?

iPad’s Time Usage

This has implications on how publishers should be developing content so it is optimized for the appropriate device

  • Use of desktop computers is down for 35% iPad owners since they bought the device
  • Use of laptops is also down since they bought an iPad at 39%
  • 87% of owners are using it every day of the week
  • 26% for half an hour to an hour per day
  • 32% for 1-2 hours per day
  • 24% for more than 2 hours a day.

Where do they use it?

Its versatility makes it a flexible and ubiquitous device with

  • 69% of respondents using it in the bedroom
  • 42% in the kitchen
  • 20% of men can’t be parted from it in the bathroom

The last statistic certainly show that men’s habits for reading in the small room have not changed just the device!

What do they use the Apple iPad for?

  • Accessing the web – 75%
  • Emailing -63%
  • 53% of iPad owners say they use their device mainly for entertainment
  • Playing games – 48%
  • Social networking – 41%
  • Researching products and services – 29%
  • Reading books – 25%
  • Listening to music – 21%
  • Shopping – 19%
  • Reading magazines – 13%
  • For work – 13%
  • Watching TV – 11%

What is interesting to note is that 51% who have read magazines in print and in interactive format on the iPad say they prefer it on the iPad, vs 23% who prefer a magazine in print.

The Stats on Apps on the iPad

The apps market that started with the Apple iphone has not diminished but has continued to grow into the iPad market place. Content is the key driver in app purchases. The survey shows that this is more important to consumers than the price of the app when making a purchase decision.

  • 16% have bought a branded app from a company
  • 84% of respondents would be very interested in an app from one of their favourite brands, if it was free and non-subscription.
  • Free apps are almost twice as popular among iPad consumers as paid-for (the average iPad has 18 free apps on it and 10 paid-for)
  • Buying an app is most strongly influenced by the app’s perceived usefulness at 64% of owners
  • Content is very important when buying the app at 47%
  • Price comes third at 44% when considering buying
  • Friend recommendations is important at 27%
  • 15% say that recommendations by industry experts are very important when making an app buying decision.

Taken from the Jeff Bullas blog-post.

Mobile Access 2010

The following stats come from a survey conducted by Pew Research at the end of 2010. It’s based on data collected from a survey in the U.S, however it’s fair to assume that relatively speaking the stats reflect behavioral shifts across most Western markets.

As of May 2010, 59% of all adults go online wirelessly. The definition of a wireless internet user includes the following activities:

  • Going online with a laptop using a wi-fi connection or mobile broadband card. Roughly half of all adults (47%) go online in this way, up from the 39% who did so at a similar point in 2009.
  • Use the internet, email or instant messaging on a mobile phone. Two in five adults (40%) do at least one of these using a mobile device, an increase from the 32% of adults who did so in 2009.
  • Taken together, 59% of adults now go online wirelessly using either a laptop or cell phone, an increase over the 51% of users who did so at a similar point in 2009.

The use of non-voice data applications on mobile phones has grown dramatically over the last few years. Compared with a similar point in 2009, mobile phone owners are now more likely to use their mobile phones to:

  • Take pictures—76% now do this, up from 66% in April 2009
  • Send or receive text messages—72% vs. 65%
  • Access the internet—38% vs. 25%
  • Play games—34% vs. 27%
  • Send or receive email—34% vs. 25%
  • Record a video—34% vs. 19%
  • Play music—33% vs. 21%
  • Send or receive instant messages—30% vs. 20%

Young adults (those ages 18-29) are also avid users of mobile data applications, but older adults are gaining fast. Compared with 2009, mobile phone owners ages 30-49 are significantly more likely to use their mobile device to send text messages, access the internet, take pictures, record videos, use email or instant messaging, and play music.

Let me just add my own input into this data – It’s rising – Year on year mobile usage is becoming more ubiquitous. Largely due to advances in connectivity and more urban access to wifi and 3G signal. But also because handsets themselves are becoming more desirable. This is as much about product development than it is about service providing. iPhone is now an object of desire… it’s less of a phone and more of a total digital solution. Same with the new tablet devices… my digital behavior has totally changed since I got my iPad. It’s just ‘easier’ to access ‘stuff’. The next big phase in mobile will be undoubtedly ‘affordability’. Devices will come down in price significantly once the early adopters have been exhausted and the less cash-flush user will be able to join the revolution without selling a kidney.

Source: Pew Research

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