Consumer Mobile Device Obsession Intensifying, According to Deloitte


Consumer Mobile Device Obsession Intensifiying

Deloitte Survey Reveals 23% of Consumers Look at Their Mobile Device Up to 50 Times a Day

NEW YORK, NY — Consumers are becoming increasingly obsessed with mobile devices, according to a new survey on mobile trends by Deloitte. The survey offers insight into consumer behaviors and trends in the US, with a focus on mobile devices, existing services, and emerging technologies.

According to Deloitte, nearly 90% of people check their phone in the first hour of being awake, and 23% look at their device up to 50 times a day. “While its common knowledge that consumers are addicted to their mobile devices, it turns out that consumers are truly more inseparable from their devices than previously thought. With over 70% checking their phones within thirty minutes of waking up, consumer obsession with devices is phenomenally high and the sheer amount of times per day that consumers access their devices for various activities be it email, text messages or social networks is staggering,” said Craig Wigginton, vice chairman and US telecommunications sector leader, Deloitte & Touche, LLP.

There is rising long-term trend around the Internet of Things (IoT), consumers’ use of mobile devices for work and play, including mPayments which the report cites as currently underutilized but holds great promise for growth. The survey findings show that consumers are interested in mPayment solutions almost anywhere they use more traditional forms of payment. In addition, 31% of consumers who have an NFC-enabled mobile device have used it for mPayments in the last month.

2014 has also seen a significant jump in music and video streaming. Fifty-five percent of those surveyed said that they are already interested in connected home solutions with consumers also showing interest in connected cars.

Other key findings from Deloitte’s survey include:

Mobile Device Data Streaming – The average consumer now uses more than a gigabyte of data per month with the majority allocated towards video. Of those surveyed, 19% reported streaming television or film more frequently than in 2013. Additionally, consumers reported 30% year-over-year growth in streaming music. On a weekly basis, 16% of consumers will use their mobile device to stream television or movies online and 43% of consumers will use their mobile device to stream music, or listen to online radio. The survey confirmed that younger generations are driving the majority of growth in streaming music.

Price Matters – Consumers are becoming savvier about pricing, both in terms of mobile devices and service plans. For example, in 2014 consumers identified “price of the overall monthly subscription” as the top reason for selecting a mobile provider. Last year, friends-and-family plans, as well as the quality of the network, were consumers’ top choice. The device market shows that it is maturing but steady, with survey respondents indicating that they intend to purchase new devices at the same rate of frequency over the next five years.

More Than 33 Million Americans Use Their Mobile Phone for Shopping-Related Activities“The survey offers a number of growth opportunities for mobile players,” said Wigginton. “For example, increased consumption of online media could spark a new generation of innovative devices. Newer game-changers like mPayments and IoT have the potential to permeate the ecosystem in the form of new devices, applications and services.”

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