This report “Smartphone at the Heart”, is a very timely investigation into the growing role of the smartphone, tablet, PC and even wearable tech in fulfilling social needs. http://wave.umww.com/global_map_of_social_needs.html#az

1. Smartphone At The Heart
#wave8

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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
65countries
50,021respondents
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 NeedsMotivation Brands
2012
2005 2006 2007
65 countries
50,000 respondents
Content
2015

6. 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
Q: Which of the following devices do you own?
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
Q: Which of the following devices do you own?
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
Q: Which of the following devices do you own?
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

11. 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 8Wave

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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]
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
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+

16. 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%

20. THE LANGUAGE of CONTENT
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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.

21. Now fundamental to purchase
#wave8

22. THE LANGUAGE of CONTENT
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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’
BASE: Global– Own each device
Wave 7 Wave 8Wave 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
Q: “Please select which of them you think does a good job when you want to make a purchase’
BASE: Global– Own each device
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
Q: “Please select which of them you think does a good job when you want to make a purchase’
BASE: Global – Own a smartphone
0%
10%
20%
30%
40%
50%
60%
70%
China
Indonesia
PuertoRico
Thailand
India
Vietnam
Serbia
SouthKorea
Hungary
Turkey
SaudiArabia
UAE
Pakistan
Philippines
Taiwan
Peru
Poland
SouthAfrica
Macedonia
Malaysia
US
HongKong
Singapore
Bulgaria
Paraguay
Netherlands
Croatia
Mexico
Colombia
Denmark
DomRep
Bosnia
Switzerland
Germany
Japan
Norway
Ireland
Egypt
Australia
Italy
UK
Azerbaijan
Austria
Uruguay
Canada
Greece
Israel
Romania
Sweden
Ecuador
Ukraine
Slocakia
Argentina
Russia
Estonia
Finland
Belgium
Latvia
SPAIN
Lithuania
Chile
Brazil
France
Portugal
CzechRepublic
% 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

26. nd changing our media consumption habit
#wave8

27. THE LANGUAGE of CONTENT
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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

28. THE LANGUAGE of CONTENT
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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

29. 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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:*5
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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:

32. THE LANGUAGE of CONTENT
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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

33. 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.

37. Smartphone First
#wave8