This research report among 800+ smartphone users gives insights into how they use their phones and tablets. It describes the openness for mobile marketing efforts by companies, with a deep-dive into the use of applications and the drivers of daily smartphone use. The findings are summarized in the InSites Consulting Mobile Mindset Model which can guide marketing and research in the development and fine-tuning of a mobile strategy. The best part is: it has juicy numbers and you can use them entirely for free… But sharing is caring, and we would love being referenced for it!

2. Summary
This research report among 800+ smartphone users
gives insights into how they use their phones and
tablets. It describes the openness for mobile
marketing efforts by companies, with a deep-dive
into the use of applications and the drivers of daily
smartphone use.
The findings are summarized in the InSites Consulting
Mobile Mindset Model which can guide marketing
and research in the development and fine-tuning
of a mobile strategy.
The best part is: it has juicy numbers and you can use
them entirely for free… But sharing is caring, and we
would love being referenced for it!
2

3. Methodology
• Online survey (CAWI)
• Smartphone users only
• Gender & age representative per country
• 4 countries:
• USA: N = 200
• UK: N = 206
• The Netherlands: N = 202
• Belgium: N = 205
• In this sample, we did not weigh for OS use. The
sample composition in terms of OS is the following:
Operating system % N
Android 27% 223
Apple iOS 22% 181
BlackBerry OS 16% 130
Symbian 14% 117
Windows 7 6% 50
Other Windows mobile version 2% 19
Other 2% 14
Unsure 10% 80
3

4. Guidelines
for reading
Question asked to respondent
Conclusion summary
Graph with core findings
Sample size & filter if applicable
4

5. …….
1.
Chapter 1: Devices
Usage & Activities
• There is not one single environment that
is 100% device-free. Especially
smartphones are omnipresent.
• Most smartphones come with a data
subscription; smartphone owners are
heavy Internet users.
• PCs are under increasing pressure from
smartphones and tablets; while PCs
might be the preferred device in many
cases, in practice having a tablet or
smartphone directly eats the time spent
on a PC.
• Mobile Internet time is spread evenly
between mobile browsers and connected
apps.
5

6. …….
Device and data subscription 1.
Q: Which of the following do you own?
Q: To what extent are you planning on taking a data subscription in the following 12 months?
A smartphone, with internet / data
78%
All participants in this
subscription
study posess a
smartphone.
A smartphone, without internet / data
24%
The majority of them has a
subscription
data subscription.
About 15% of the
A regular mobile phone 17% participants have a
tablet, of which about half
are equipped with a data
A tablet pc, without internet / data
9% connection.
subscription
About 20% of smartphone
A tablet pc, with internet / data subscription 7% owners without data
subscription are interested
in getting one. This
number is slightly lower
for tablets.
Planning data
subscription purchase for 41% 16% 23% 12% 8%
smartphone Data subscription is
significantly less
penetrated in Belgium
Planning data compared to other
subscription purchase for 61% 9% 15% 9% 7%
tablet countries (53% vs around
85%).
1 - Not at all 2 3 4 5 - Very much
N = 812 | F = none
6

7. …….
Internet Usage & Platforms 1.
Q : How often do you use the Internet (checking e-mail, browsing websites, social networking...)?
Q : How would you distribute the time you spend online between these devices (in percent)?
81% of smartphone
users is online
INTERNET daily. Most of that
7% 7% 5% 5% 7% 7% 41%
41% 40%
40%
USAGE time is PC/laptop
time. Within
smartphones, Appl
Almost never Not Not very often,1 hour/week Moderately
Almost never very often, < < 1 hour/week Moderately Often, II go online daily
Often, go online daily Very often, constantly connected
Very often, constantly connected 2% iOS users are the
e
2%most intensive
4%
Internet users.
21% 37%
PLATFORMS
MOST USED
2% 2%
4%
SMARTPHONE ONLINE TIME 33%Belgians are
Per Mobile OS
significantly more
Apple iOS 32% 21 37 attached to
Android 24% % % desktop use
Laptop pc compared to
Blackberry OS 23%
33 Desktop pc
other countries.
Windows 7 18%
% Smartphone
Symbian 12%
Tablet pc
Other windows mobile version 10%
Game console
Other 10%
N = 812 | F = none
7

8. …….
Future projections 1.
Q : Now I’d like to invite you to look into the future... Within 2 to 3 years, how do you think this distribution will look for you? Will the time
on one or more devices increase/decrease? `
21%
5% 26%
4%
5% 9%
In the future, people
2% project their Internet
0% 2%
time on smartphone
and tablet to increase.
2%
0% 2%
That time is directly
impacting the laptop
37% and PC Internet time.
4% 33%
33%
6% 27%
Current Future
N = 812 | F = none
8

9. 10% 20% 30% 40% 50% 60% 70% 80% 90%
10% 20% 30% 40% 50% 60% 70% 80% 90%
…….
10% 20% 30% 40% 50% 60% 70% 80% 90%
Device preference 1.
Q : For each of the following activities, which device do you prefer using?
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Listening to music
PCs are still king
for many activities.
Social networking Owners of a tablet
however show a
high preference for
0%
0%
Reading email using this device
Reading blogs & news
Reading email
Watching video’s/TV
Browsing webpages
Listening to music
General work other than email
Reading blogs & news
Reading email
Watching video’s/TV
Browsing webpages
Listening to music
General work other than email
0%
for many activities.
Playing games
Reading blogs & news
Reading email
Watching video’s/TV
Browsing webpages
Listening to music
Social networking
General work other than email
Playing games Smartphones are
not always the
preferred device,
Reading blogs & news but may be the only
option in certain
contexts. Their
Reading e-books Smartphone
Smartphone
preference is
Smartphone
highest for listening
Desktop PC / Laptop
Desktop PC / Laptop to music, social
Browsing webpages
Desktop PC / Laptop networking and
Tablet pc
Tablet pc
reading e-mail.
General work other than email Tablet pc
I prefer using another device for this
I prefer using another device for this
I prefer using another device for this
Watching video’s/TV
N = 812 | F = for
tablets: if tablet
owned (N=133)9

10. …….
Device preference & cannibalization 1.
Q : For each of the following activities, which device do you prefer using?
When comparing people with and without tablets in Traditional PCs are negatively impacted to a large
terms of device preference, we see clear shifts in extent, and are no longer the preferred device for a
preference. large number of actions such as social networking,
reading articles…
For smartphones, the shift in preference is small;
some actions such as playing games and browsing Some actions, such as reading ebooks, are clearly
webpages are negatively influenced, while listening to boosted by having a tablet, while they are nearly not
music and reading e-mails are boosted (probably due happening for non-tablet users.
to an easy integration of both across mobile & tablet).
Table: Comparison between tablet owners and non-tablet owners: Device preference per activity for
smartphones and desktop PCs.
Sm artphone Desktop PC / Laptop I don't do this activity at all
Non-tablet ow ner Tablet ow ner Non-tablet ow ner Tablet ow ner Non-tablet ow ner Tablet ow ner
Reading e-mail 24% 25% 72% 48% . .
Brow sing w ebpages 8% 5% 89% 61% . .
Social netw orking 25% 21% 56% 34% 17% 9%
Watching video’s/TV 3% 6% 49% 40% 15% 5%
Listening to music 28% 39% 28% 20% 11% 4%
Playing games 19% 14% 42% 33% 24% 17%
Work-related activities (not email) 8% 9% 77% 73% 13% 6%
Reading e-books 9% 7% 15% 5% 58% 16%
Reading articles on blogs/new s w ebsites 16% 11% 70% 39% 10% 6%
N = 812 | F = for
tablets: if tablet
owned (N=133) 10

11. …….
Device preference – per OS 1.
60%
50%
Q : For each of the following activities which device do you prefer using?
40%
0% 10% 20% 30% 40% 50% 60%
30%
Listening to music
Apple iOS and
20%
Android OS are the
10%
Social networking main drivers of
smartphone
0%
preference.
Playing games
Watching video’s/TV
Reading email
Browsing webpages
Listening to music
Social networking
General work, other than email
Playing games
The impact of OS is
Reading e-books especially large
when looking at
Sig. Higher compared entertainment-
Reading blogs & news to other OS (95%-level)
related activities. iOS
excels in driving
Reading email Android
music, gaming and
N=223
ebook preference;
Apple iOS N=181 Android is on par
Browsing webpages when it comes to
Blackberry OS N=130 social networking
and reading blogs &
Watching video’s/TV Symbian N=117
news.
Windows 7 N=50
General work, other than email
N = see Operating
System | F = OS
11

12. …….
Mobile web time 1.
Q : How many hours do you spend on the mobile web?
SMARTPHONE
Daily usage
Apps on smartphone 6% 34% 29% 18% 14%
14% 15% 15% 31% 25% 32% Data subscriptions
32%
on smartphones are
Browser on smartphone 14% 26% 28% 17% 15% more common than
10% 13% 22% 29% 26%
on tablets.
Never < 1h /week Couple of hs/week 1h/ day Several hours each day However, people
with a data
N = 632 | Filter = Only if has data subscription on smartphone
subscription on a
tablet spend more
hours on the mobile
TABLET net. There is no
Daily usage difference between
Apps on tablet 14% 15% 15% 31% 25% app Internet time
14% 15% 15% 31% 25% 56% and browser
Internet time.
Browser on tablet 10% 13% 22% 29% 26% 55%
10% 13% 22% 29% 26%
Never < 1h /week Couple of hs/week 1h/ day Several hours each day
Never < 1h /week Couple of hs/week 1h/ day Several hours each day
N = 60 | Filter = Only if has data subscription on tablet
N = see slide | F = if
datasubscription on
smartphone/tablet12

13. …….
Smartphone activities 1.
Q : Which of the following things have you already done on your smartphone?
“To do” lists and entertainment-related
Made a note to remember 65% activities are the most typical activities
performed on a smartphone.
Played a game 63%
Listened to music 60% Across all activities, their frequency is
higher for younger men in the USA and UK.
Made a shopping list 32%
Checked bank account balance 31% Furthermore, tablet owners are significantly
more interacting with their smartphone.
Shared article via social media 31%
…………………………………………………………
Scanned a QR code or barcode 29%
Shared an article via mail 29%
Breadth of usage
Looked up prices from competition, while in a store 25% (sum of all activities)
'Liked' a company on Facebook 24%
Mean Median
'Checked in' a location w/location based networking 21%
Paid a bill 19%
6,3 5,0
Watched a movie or tv show 19%
Read an e-book 15%
5,5 5,0
Checked in for a plane flight
……………………
14%
For all of these
Rated a restaurant/shop/... 13% activities,
Belgians score 4,0 3,0
Purchased tickets to an event 12%
significantly
Redeemed a mobile coupon 11% lower, especially
compared to the 4,7 4,0
None of the above 12% US.
N = 812 | F = none
13

14. …….
Device usage context 1.
Q : I use my smartphone / tablet / PC the most… ?
Some environments are more „disconnected‟, others are very „connected‟, but there is no environment which is 100% device free. Even
while riding a bike or performing sports, 1/5th of people carry a smartphone. A tablet is a bed & TV device, a PC clearly a work device.
Mostly disconnected environments Mostly connected environments
……………………………………………………..…………… ……………………………………………………..……………
20% 56%
1% 2%
While riding your bike 0% While commuting 20%
78% 38%
21% 64%
2% 2%
During sports 3% While shopping 5%
77% 34%
25% 40%
2% 20%
In the bathroom 16% While watching tv 46%
70% 32%
37% 44%
1% 29%
While driving your car 5% At work / in school 11%
62% 26%
35% 62%
2% 9%
On the toilet 21% With family/friends 27%
Smartphone
60% 24%
39% 30%
7% PC/laptop 43%
In the kitchen 30% When working/studying at home 16%
48% 24%
41% Tablet 73%
10% 1%
In bed 49% Outdoor (e.g. in the park) 21%
42% No device 22%
used here
N = 812 | F = none
14

15. …….
2.
Chapter 2: Mobile
Marketing Openness
• 1/5th of smartphone users claims to be
positive towards mobile marketing. This
number increases to 35% when asking
about mobile promotions.
• Familiarity with the retail outlet and the
location someone is at positively impacts
openness to mobile marketing.
• Most mobile marketing campaigns that
people took part in were either via SMS, a
branded app or mobile couponing.
15

16. …….
Mobile Marketing acceptance 2.
Q : Would you be open to receiving advertising or coupons when this is offered on your smartphone?
TOP 2
ACCEPTANCE
…………………
50% 15% 18% 11% 7%
TOTAL 50% 15% 18% 11% 7% 18%
1 - No, I don't want to be bothered 2 3 4 5 - Yes, I would like brands offering things on my phone
1 - No, I don't want to be bothered 2 3 4 5 - Yes, I would like brands offering things on my phone
38% 15% 22% 13% 13% 26%
e
56% 14% 14% 11% 5% 16%
45% 14% 21% 14% 6% 20%
60% 17% 16% 4% 3% 7%
1/5 of respondents is accepting of mobile marketing initiatives.
In more „mature‟ mobile markets like the US & the UK, this openness is clearly
higher than in Belgium or The Netherlands.
N = 812 | F = none
16

17. …….
Mobile Marketing Openness in detail 2.
Q : Could you indicate how open you are towards the following?
TOP 2 Acceptance (5-point scale)
……………………………………………..………………………………
Promotions are the most
Promotions e.g. price discounts, coupons... 35% accepted form of mobile
marketing.
Ads/coupon/marketing from retail store I regularly shop 31%
Familiarity with the retail
outlet and the participant‟s
Location based advertising (from a shop you‟re at…) 27%
current context (location)
positively influence mobile
Ads/coupon/marketing from a product/brand 19% marketing openness.
Ads/coupon/marketing from my mobile provider 17%
Consumers in The
Netherlands are significantly
less open towards mobile
General advertising e.g. new products on the market 16%
advertising.
Ads/coupon/marketing via branded applications 16% UK and US consumers are
much more open towards all
types of mobile advertising.
Ads/coupon/marketing via SMS 15%
Ads/coupons/marketing via banners (apps,browser) 13%
N = 812 | F = none
17

18. …….
Communication Openness – Non-rejectors 2.
Q : If a brand/product wants to communicate with you right now on your mobile, would you do it?
TOP 2
FUTURE INTENTION
…………………..…
9% 20% 38% 25% 8%
TOTAL 9% 20% 38% 25% 8% 33%
1 - No, I would not subscribe 2 3 4 5 - Yes I would subscribe
1 - No, I would not subscribe 2 3 4 5 - Yes I would subscribe
8% 17% 33% 31% 11% 42%
e
8% 17% 40% 26% 9% 35%
13% 24% 33% 23% 7% 30%
9% 24% 47% 17% 4% 21%
Among non-rejectors of mobile marketing, 33% wouldn‟t mind communicating with a brand or product
immediately.
N = 410 | F = if non-
rejectors of mobile
marketing 18

19. …….
Preferred Mobile Marketing Channels – Non-rejectors 2.
Q : How would you prefer participating in a mobile advertising campaign?
By receiving a mobile coupon 32%
Mobile coupons are the
Through SMS 20% most popular form of
branded communication,
also among non-rejectors
of mobile advertising.
By receiving information about I location I am close to 18%
SMS and location-based
advertising rank second.
These non-rejectors are
By scanning a QR-code 12% not open to bannering
efforts.
By downloading a branded application 11% SMS is significantly more
preferred in Belgium
(where there are also
more feature phones on
Through bannering in an application 4%
the market).
Through bannering on a mobile website 4%
N = 410 | F = if non-
rejectors of mobile
marketing 19

20. …….
Participation frequency – Non-rejectors 2.
Q : How often would you like to participate?
TOP 3
AT LEAST WEEKLY
…………………..…
3% 15% 19% 23% 27% 7% 7% 41%
TOTAL 3% 15% 19% 23% 27% 7% 7%
Never
Never Only now and then.
Only now and then. Bi-monthly
Bi-monthly Monthly
Monthly Weekly
Weekly Several times a week
Several times a week Daily
Daily
4% 12% 19% 16% 30% 11% 9% 50%
e
2% 12% 23% 23% 27% 3% 11% 41%
1% 21% 15% 27% 28% 5% 3% 36%
3% 15% 20% 28% 21% 11% 2% 34%
41% of non-rejectors of mobile marketing are open to getting mobile marketing messages at
least weekly.
This number is higher in the US (50%) and is the lowest in Belgium (34%).
N = 410 | F = if non-
rejectors of mobile
marketing 20

21. …….
Past participation in Mobile Marketing 2.
Q : Did you participate in/subscribe to a mobile advertising campaign before?
Q : How did you participate in this mobile marketing campaign?
PAST PARTICIPATION ON
About 10% of
MOBILE CAMPAIGNS
COMMUNICATION smartphone users
CHANNEL USED participated in a
9% mobile marketing
campaign
Through SMS 45%
before, most of them
via SMS, but about
91% 1/5th of them by
By downloading a branded application 22%
downloading a
branded application.
Yes I did No I didn’t
N = 812 | Filter = None
e By receiving a mobile coupon 14%
Mobile couponing
campaigns seem to
PAST By scanning a QR-code 9% occur less
PARTICIPATIO often, notwithstandin
N
g their high
14% Through bannering in an application 5% acceptance.
10%
People in the US are
6% Through bannering on a mobile website 5% more likely to have
participated before.
6% N = 74 | Filter = IF particpated
N = 74 | F = if previous
participation to mobile
campaign 21

22. …….
3.
Chapter 3:
Applications
• On average, people have about 25 apps
installed on their phone. iOS users have
almost double that amount.
• Social media apps, games and informational
applications are used and installed most
frequently.
• Not many branded apps are used and
installed. A good branded app helps people to
do something better, stays close to the
category and is very much up-to-date with the
latest branded information.
22

23. …….
Installed applications 3.
Q : How many of the apps below have you installed?
Total
diverse/entertainment apps 6,4 7,4 10,3 2,7 3,4 2,9
games 5,9 5,6 10,2 3,2 2,6 3,5
informational applications 5,3 5,2 8,7 3,1 3,1 2,9
social media applications 2,8 2,6 3,7 2,9 1,3 2,8
business applications 2,7 2,6 3,3 2,8 1,8 2,7
branded applications 1,5 1,1 2,7 1,0 0,5 2,1
branded games 0,9 0,5 1,3 1,1 0,3 2,3
Total number of apps installed 25,5 25 40,2 16,8 13 19,2
On average, people have installed about 25 apps. Apple iOS users
nearly double this number, while Symbian users are at about half
that amount.
The most popular type of apps are entertainment apps and
games, followed closely by informational applications.
N = 812 | F = none
23

24. …….
Application use 3.
Q : On average how much do you use these types of applications?
TOP 3
APPS FREQUENCY OF USE AT LEAST WEEKLY
…………………..…
6% 7% 12% 15% 19% 41% 75%
Social media apps
Informational apps 4% 13% 14% 22% 25% 23% 70%
Games 5% 14% 17% 21% 24% 19% 64%
Business apps 5% 16% 18% 22%
e 21% 18% 61%
Other apps installed on 6% 12% 22% 24% 21% 15% 60%
my phone
Branded games 12% 25% 19% 13% 22% 9% 44%
Branded apps 13% 25% 21% 23% 13% 5% 41%
I open them once and then forget about them
I sometimes use them, but not very often (less than monthly)
I use them at least monthly
I use them at least weekly
I use them several times a week
I use them daily. Sometimes even several times a day
N = min 132 – max
480 | F = if ever
24
used this type of app

25. …….
Installed vs usage 3.
Q : How many of the apps below have you installed?
Q : On average how much do you use these types of applications?
7
Other apps
Games
6
Informational apps
Branded apps
5
and games are
# apps installed
not often
4 installed and not
often used
3
eBusiness apps Social media apps either.
Improvement in
this domain is
2
Branded apps needed.
Branded games
1
0
0% 10% 20% 30% 40% 50% 60% 70%
Weekly usage
N = min 132 – max
480 | F = if ever
used this type of25
app

26. …….
Branded applications 3.
Q : In your opinion, which of the following should an application made by a brand be/do?
...help me do things better (make shopping easier) 51%
A branded application
...stay close to the category the brand belongs to 39%
should add value for
consumers, help them do
...always give me the latest information about the
product/brand
37% things better.
Furthermore, a clear
category link is important,
...be entertaining 35%
along with being very
much up-to-date on the
...be aimed towards doing something during purchase
of that product (eg price comparison)
e 30% brand.
...interact with the real-world-product 28% Sharing experiences or
interacting with the
...interact with the environment (e.g. triggering actions environment and the
23%
based on where I am) consumption moment are
deemed less relevant.
...be aimed towards doing something during
20%
consumption (eg helping you prepare)
...help me share experiences with my friends/ 16%
N = 812 | F = none
26

27. …….
4.
Chapter 4: Mobile
Mindset Model
• There are 3 core drivers of smartphone use
• Connecting with others
• Convenience of finding information
• Entertainment
• Most of these drivers are overlapping to some
extent
• The mobile mindset model is a structured
approach that can help marketers decide what
kind of application or mobile website to build,
keeping in mind:
• The objectives
• The user
• The context
• The value to provide
27

28. …….
Mobile Mindset Model 4.
Q: I use my phone for…
Staying in touch In general, making Keeping
with friends and life easier, more entertained during
family convenient empty moments
Connectivity Convenience Entertainment
72% 58% 53%
The core drivers of using smartphones are contacting
people
and staying in touch, convenience and accessibility of
information on the go, and entertainment.
Contact is the largest driver, at 72%. Convenience and
entertainment follow suit at 58% and 53% respectively.
N = 812 | F = none
28

29. …….
Mobile Mindset Model - overlap 4.
Q: I use my phone for…
If we look at the overlap
Connectivity 14% Convenience between these 3 drivers (people
using smartphones for at least
19% 5% one of these reasons), 4 out of
42% 10 users use their phone for all
3 reasons. Connectivity is the
largest „lone standing‟ driver;
9% 6% the overlap between
connectivity and convenience
(without entertainment) is also
Entertainment substantial.
5%
N = 812 | F = none
29

30. …….
Mobile Mindset Model 4.
Q: I use my phone for…
The Mobile Mindset
Model offers a
structured approach to
mobile marketing, which
has the
drivers of smartphone
use at its core.
Keeping in mind your
objectives and what you
already know about your
brand, consumer needs
and the mobile
behaviour of your target
group, it is the
marketer‟s mission to
provide people with a
relevant solution for one
of the core drivers which
is linked to their brand.
The context of use is
one important
background variable to
keep in mind.
30

31. …….
Mobile Means-Ends Mapping 4.
Q: Please indicate which functionality you use for the following purposes.
Entertainment
Connectivity
Convenience
N = 812 | F = none
31

32. …….
Mobile Means-Ends Mapping 4.
Q: Please indicate which functionality you use for the following purposes.
If we look at the core drivers of
Entertainment smartphone use and map the
Connectivity different apps and functionalities
of a smartphone on there, we see a
whole lot of „usual suspects‟
popping up in positions where
we‟d expect them.
Interesting however is that social
media apps are in between
connecting and entertaining, that
Convenience media-consumption maps between
entertainment and
convenience, and that the same
goes for branded applications…
N = 812 | F = none
32