Wave 8 Smartphone at the Heart

Smartphone At The Heart

#wave8

THE LANGUAGE of CONTENT

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Welcome to Wave 8 – Smartphone At The Heart

from the G14 research team

• This report leverages existing data

from Wave 8.

• For Wave 8 all surveys are self-

completed and the data collected is

purely quantitative.

• Active Internet Users are those who

use the internet every day or every

other day.

• They drive adoption of platforms and

devices, including mobile and

wearable technology.

Glen Parker

Head of

Mediabrands

Marketing

Sciences G14

Hollie

Bishop

Research

Executive

UM G14

Leah

Breckman

Research

Executive

UM G14

Liz

Haas

Research

Director

UM G14


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Why Wave 8 - Smartphone At The Heart

Wave has tracked the ownership and use of devices for

the past 9 years. This has given us a wealth of data

which we barely touched on in the Language of Content

report. So, as the smartphone takes the lead for the

first time (a landmark for Wave) and Google forces

the hand of web masters to become mobile-first, now

feels the right time to look in more depth.

As well as looking at the global trends in device

ownership, this report drills down into the regional and

market differences. Exploring the needs that each device

fulfils and the activities carried out on them, and also

touching upon the future of devices.


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The Wave 8 universe tracks device use in 65

markets

Argentina

Australia

Austria

Azerbaijan

Belgium

Bosnia &

Herzegovina

Brazil

Bulgaria

Canada

Chile

China

Colombia

Croatia

Czech Republic

Denmark

Dominican Republic

Ecuador

Egypt

Estonia

Finland

France

Germany

Greece

Hong Kong

Hungary

India

Indonesia

Ireland (ROI)

Israel

Italy

Japan

Latvia

Lithuania

Macedonia

Malaysia

Mexico

Netherlands

Norway

Pakistan

Paraguay

Peru

Philippines

Poland

Portugal

Puerto Rico

Romania

Russia

Saudi Arabia

Serbia

Singapore

Slovakia

South Africa

South Korea

Spain

Sweden

Switzerland

Taiwan

Thailand

Turkey

Ukraine

United Arab

Emirates

United Kingdom

United States

Uruguay

Vietnam

65 countries

50,021 respondents

1.3b

n

representing active internet

users worldwide


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The Wave story is also the Smartphone story

15 countries

7,500 respondents

2008

21 countries

10,000 respondents

2009

29 countries

17,000 respondents

2010

38 countries

23,200 respondents

2011

54 countries

37,600 respondents

2012

62 countries

42,000 respondents

2013

72 countries

49,600 respondents

2014

Social Visual Influence Business Needs Motivation Brands

2012

2005 2006 2007

65 countries

50,000 respondents

Content

2015

http://en.wikipedia.org/wiki/File:Line_app_logo.png

http://en.wikipedia.org/wiki/File:Amazon_Kindle_logo.svg

Unprecedented Growth

#wave8


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The Smartphone has seen the largest

growth in the past two years

-10%

-5%

0%

5%

10%

15%

20%

25%

30%

Wave 5-6 Wave 6-7 Wave 7-8

% increase in device ownership

Q: Which of the following devices do you own?

BASE: Global

*

*N.B. Ownership of tablets was not measured in wave 5 and therefore the growth is from 0%


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And as a result, it has now overtaken the

laptop in penetration


BASE: Global

69.3% 78.1% 84.2% 51.2%


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This is seen to a greater extent in the Asian

Pacific markets and less in the Latin

American markets


BASE: Global (Note. Markets forming each cluster may differ by wave)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wave 5 Wave 6 Wave 7 Wave 8

Europe

APAC

LATAM

% who own


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Adoption rates differ amongst markets


BASE: Global

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Wave 5 Wave 6 Wave 7 Wave 8

Brazil

US

Japan

Thailand

UK

% change

% who own a

smartphone

A technology transformation

#wave8


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There’s a movement from PC to Smartphone

Q: “Please select which of them you think does a good job when you want to…” [Smartphone/Laptop]

BASE: Global – Own each device

0%

20%

40%

60%

80%

Socialise with

others Be creative

Have fun /

be entertainment

Hang out

or waste time

Relax

Read content

Watch content

Ward off

boredom

Play a game Manage

my life

Access information

quickly

Make a purchase

Find your way

Get something done

Organise something

Explore the world

around you

Learn

something new

Research

something

thoroughly

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Wave 7 Wave 8

0%

20%

40%

60%

80%

Socialise with

others Be creative

Have fun /

be entertainment

Hang out

or waste time

Relax

Read content

Watch content

Ward off

boredom

Play a game Manage

my life

Access information

quickly

Make a purchase

Find your way

Get something done

Organise something

Explore the world

around you

Learn

something new

Research

something

thoroughly

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Wave 6

-21%

-18% +16%

+16

%


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This is also seen in the increasing number of

activities carried out per screen

Q: “You have carried out these activities in the last 6 months. Please select which device you have used to do these activities”

BASE: Global – All who own each device

5,3

6,1

5,2

3,4

4,9 5,3

5,7

4,2

0

1

2

3

4

5

6

7

Average Number of Online Activities Done Via Each Device

7 8 Wave


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The smartphone is now seen as the best

screen for a number of activities

Q: “Please select which of them you think does a good job when you want to…” [Smartphone/Laptop/tablet]

BASE: Global– Own each device

0%

20%

40%

60%

80%

Socialise with others

Be creative

Have fun /

be entertainment

Hang out

or waste time

Relax

Read content

Watch content

Ward off boredom

Play a game Manage

my life

Access information

quickly

Make a purchase

Find your way

Get something done

Organise something

Explore the world

around you

Learn

something new

Research

something

thoroughly

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Smartphone

Laptop

Tablet

The smartphone fulfils a

greater number of needs than

the laptop, but the laptop is

still superior when it comes to

researching something

thoroughly, learning

something new and making a

purchase.


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The gap between the smartphone and the laptop

in terms of utility is narrowing most amongst

the youth

Q: “Please select which of them you think does a good job when you want to…” [Smartphone/Laptop/tablet]


0%

20%

40%

60%

80%

Socialise with

others Be creative

Have fun /

be entertainment

Hang out

or waste time

Relax

Read content

Watch content

Ward off

boredom

Play a game Manage

my life

Access information

quickly

Make a purchase

Find your way

Get something done

Organise something

Explore the world

around you

Learn

something new

Research

something

thoroughly

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Smartphone

0%

20%

40%

60%

80%

Socialise with

others Be creative

Have fun /

be entertainment

Hang out

or waste time

Relax

Read content

Watch content

Ward off

boredom

Play a game Manage

my life

Access information

quickly

Make a purchase

Find your way

Get something done

Organise something

Explore the world

around you

Learn

something new

Research

something

thoroughly

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

Laptop 16-24 45+

Dominating our attention

#wave8


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More time is spent on the smartphone

than any other portable device

Q: “Think about an average week for you. In that average week, on how many days would you do each of the following activities? And approximately how much time would you spend doing the following on each day you did that activity?

BASE: Global

0 100 2000 1 2 3 4 5 6 7

3

No. days in an average week use device: Time spent on device per day (minutes):

6

5

87

150

143


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This is not seen in all markets however

“Q: Approximately how much time would you spend doing the following on each day you did that activity? BASE: Global

58.4%

Key

Smartphone dominates

Laptop Dominates

Time spent on device per day (minutes)


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Time spent online via smartphone

looks set to continue to grow in the

future

Q: “I think I’ll spend more time online via mobile than PC in Future” [Any agree]

BASE: Global

41%

60%

64%

67%

70% 66%

58.4%

38%

65% 63%

46%

43%

61% 63%

57%

63%

49%

31%

38%

71%

41%

45%

69%

64%

62%

51%

56%

69%

35%

44%

39%

39%

37%

30%

33%

% who agree: “I think I’ll spend more time online via mobile than PC in Future”

71%

Key

70%+

60-69%

50–59%

40–49%

30-39%

20-29%

10-19%

<10%

61%

65%

66%


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Technology is changing to adapt to this

Source: http://techcrunch.com/2015/02/26/mobile-search-david-vs-googliath/

Being able to search the internet using

Google and Bing is no longer the most

efficient option.

Vurb is a new mobile search engine that

pulls information from partnered apps

and deep-links you out to apps.

This leads to saveable, sharable and

actionable searches without clicking

through lots of links on your smartphone.

http://techcrunch.com/2015/02/26/mobile-search-david-vs-googliath/















Now fundamental to purchase

#wave8


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M-commerce is on the rise, but Laptop

is still the main device for making a

purchase online

Q: “Please select which of them you think does a good job when you want to make a purchase’


Wave 7 Wave 8 Wave 6

67.7%

42.7%

70.0%

30.9%

72.4%

26.5%

“Please select which of them you think does a good job when you

want to make a purchase”:


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This is seen to varying degrees in different

markets



28,0%

30,1%

64,5%

UK

31,9%

35,7%

65,7%

USA

35,6%

52,6%

59,4%

Thailand

16,2%

20,1%

65,7%

Brazil

33,7%

47,7%

67,2%

India

39,4%

57,5%

69,0%

China

17,9%

44,2%

75,9%

Serbia

25,6%

40,6%

70,8%

Turkey

13,5%

18,6%

66,3%

France

25,0%

31,8%

60,3%

Japan

27,8%

31,9%

72,6%

Germany

38,6%

55,5%

64,3%

Indonesia

Wave 7 - Smartphone

Wave 8 - Smartphone

Wave 8 - Laptop

% who say each device is good for making a purchase


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APAC are leading the way with M-commerce


BASE: Global – Own a smartphone

0%

10%

20%

30%

40%

50%

60%

70%C

hin

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ijan

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ece

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% who say their smartphone is good for making a purchase


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This trend may continue with new ways of

being able to use your phone to pay becoming

available. There is growing competition in mobile

payments, since Apple Pay launched in

2014 and Samsung Pay shortly after.

PayPal have now announced they will

acquire Paydiant and Google unveiled

Android Pay.

Other forms of mobile payment are also

emerging including the extension of

Snapchat that is Snapcash, which allows

quick and easy transfers between friends

And changing our media consumption habits

#wave8


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Smartphones are used more than

laptops for consuming ‘snackable’

content

Q: Please select which device you used to do these activities.

BASE: Global – own each device

0%

10%

20%

30%

40%

50%

60%

70%

80%

Done via Laptop Done via Tablet Done via Smartphone


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0%

10%

20%

30%

40%

50%

60%

However, consumption of content is

moving in only one direction

Q: “Please select which devices you have used to do these activities” [Watch video clips online/Visit an official company/brand website]

BASE: Global and own each device

0%

10%

20%

30%

40%

50%

60%

70%

80%

Wave 7 8

Watch Video Clips Online Visit an Official Brand/Company Website

Still no clear role for wearables

#wave8


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The early adopters of wearable

tech are young males with a high

income

Q Age, Gender, Income

BASE: Global – Own wearable tech

56.9%

AGE

16-24: 27%

25-34: 42%

35-44: 22%

45-54: 8%

55+: 0%

High Income


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Although there is an uncertainty as to the

needs wearables fulfil

SOURCE: Wave 8 (Base: Global) and UM Device Study USA

0%

10%

20%

30%

40%

50%

Socialise with others

Be creative

Have fun /

be entertained

Hang out

or waste time

Relax

Read content

Watch content

Ward off boredom

Play a game Manage

my life

Access information

quickly

Make a purchase

Find your way

Get something done

Organise something

Explore the world

around you

Learn

something new

Research

something

thoroughly

RELATIONSHIP

DIVERSION

LEARNING

PROGRESSION

There is not yet a specific need that

wearables are seen to fulfil.

This is similar to when the tablet was

first launched, with people admitting

they “just really wanted one”. The

absence of a rational decision is

unusual with technology. For example

the reason for buying a new

smartphone was to “upgrade to the

latest operating system”.

Wearable technology is good when you want to:


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Currently only 7% of frequent internet users

globally own wearable technology, however…

55% think that technology you can wear is a good thing

49% use technology to track their health and wellbeing

54% agree with the statement “Virtual reality will increase enjoyment of

games and other internet apps in future”

So wearable ownership is set to

grow significantly in the future

The Internet of Things

#wave8


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The Smart Home is also likely to have an

impact on device ownership and use

58.4% globally would like to be able to

control all the devices in their

home remotely using a

smartphone


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Summary

1. The smartphone now has the highest penetration of all devices

2. Asia Pacific Markets are the most mobile-first

3. The ability of the Smartphone to fulfil the 5 fundamental human needs is

increasing year-on-year

4. Although the laptop remains the dominant screen for more engaging

activities such as reading content and researching something thoroughly,

the gap between the devices is closing amongst the younger generation.

5. More technology is becoming available that increases the smartphone’s

usefulness, such as smart home devices and apps.


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Device Advice

Devices are transforming the way consumers use and access the internet. They now interact with brands on a number of different devices for specific reasons; they may receive an email notification on their smartwatch, read the email on their smartphone and then use their laptop to research the products advertised further.

This means that there are now many more digital connection points that brands can harness in order to forge relationships with consumers. The challenge is to ensure all brand properties are integrated and there is an ability to move between them in a frictionless manner. In order to create a unified message across all of the touchpoints, content becomes more important than ever. And it goes without saying that a mobile-friendly interface is now an essential for any brand.

The final consideration that will grow in importance is the ability to pay via smartphone. The end point of a frictionless discovery and purchase experience. And by tracking and measuring interactions across all brand properties, companies can build a rich source of data about their consumers.

Smartphone First

#wave8