Mobile Consumer Survey 2018

Our annual Mobile Consumer Survey has launched. The survey provides truly unique insight into the mobile behaviour of more than 54,000 respondents across 35 countries, with our sample for the UK covering 4,150 respondents aged 16-75.

Over the next couple of months, we will be adding new insights to the microsite. Sign up to be one of the first to receive the updates.

Please get in touch if you have any questions or would like to discuss the findings in more detail.

    • Podcast just released

      Smartphones and media

      Media has been a key driver of the adoption of the smartphone. Over the next decade, the smartphone is likely to help drive the monetisation of media.

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    • Listen to podcast

      Data privacy: it’s complicated

      More of us believe our personal data is being used by online companies – but is awareness enough to change our behaviour?

      Read more
    • Listen to podcast

      Talking to myself: Voice assistant usage goes mainstream

      As voice assistant usage goes mainstream and its capabilities evolve, will the novelty wear off or will voice assistants become the dominant user interface of the future?

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    • Listen to podcast

      Smartphone usage: The era of the dashboard

      Smartphones have moulded our behaviours, for better and worse. Will increased awareness prompt us to moderate our usage levels?

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    • State of the smartphone market

      Higher prices, lower sales and growing base: what is the future of the smartphone?

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    • The race to 5G

      The race to deploy the first 5G network in the UK has begun; how swiftly will this new technology be adopted? Will it prove to be evolutionary or revolutionary?

      Read more

    Explore the data in more detail

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      Smartphone usage for media-related activities

      Reading news is the most popular media-related activity done daily

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      Access to digital media subscription services and usage on smartphones

      26% of streaming music subscribers access this service on-the-go via smartphone

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      Device preferences for consuming different types of media

      TV remains the preferred device to watch long-form content

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      Voice assistant’s frequency of usage on voice assisted speakers

      Among those who use voice assistants on smartphones, 54% used it within the last week

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      Device penetration

      12% of UK consumers own voice assisted speakers

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      Usage of voice assistants by device among all respondents

      34% of UK consumers use voice assistance via smartphone while 8% use it via voice assisted speakers

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      Access to voice assisted speakers by age group (2017 vs. 2018)

      Access to voice assisted speakers has almost doubled in one year

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      Top 5 reasons to use voice assistants on voice assisted speakers

      77% use their voice assistant speaker to play music

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      Top 5 reasons to use voice assistants on smartphones

      Over 50% use voice assistance to search general information

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      Frequency of accepting terms and conditions without reading them (2017 vs. 2018)

      Almost 80% of respondents accept terms and conditions most of the time without reading them

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      Type of information shared online with organisations

      Email address and name are the most commonly shared type of information with organisations online

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      Level of concern pertaining to how companies share, use and store personal data

      An average of 49% are ‘very concerned’ about companies using, storing or sharing their personal data with third parties.

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      Awareness of personal data shared with third parties (2017 vs. 2018)

      Over 50% claim their data is shared ‘most of the time’ – the awareness of personal data sharing with third parties has only increased slightly since last year.

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      Awareness of personal data being used by companies that respondents interact with online (2017 vs. 2018)

      With data privacy in the limelight this year, significantly more people believe the companies they interact with online use their personal data

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      Smartphone usage for work outside of normal working hours

      26% employees use their smartphone often or very often for work outside of normal working hours

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      Perception of extent of smartphone usage

      43% of the respondents think their partner uses smartphones ‘too much’

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      Attitudes towards 5G adoption

      12% would switch to a 5G network as soon as it becomes available, while 32% would eventually adopt it, following a typical technology bell curve.

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      Smartphone penetration vs smartphone shipments (2013-2018)

      Smartphone penetration growth has slowed down in recent years whereas smartphone shipments have declined in the past few years

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      Type of subscription of overall base (2015-2018)

      SIM-only contracts have increased in popularity in recent years; almost 1 in 3 (32%) phones in the UK are on a SIM-only contract

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      Smartphone penetration by age group (2012-18)

      Smartphone penetration has seen growth across all age groups, the 55-75 category has seen the most growth increasing from 40% in 2013 to 77% in 2018

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      Frequency by usage of device

      Smartphones are the most frequently used devices in the UK: 95% of smartphones owners aged 16-75 used their device in the last day

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      Activities performed on smartphones at least once a week

      62% take photographs and 20% record video at least once a week; applying camera filters is the most commonly used form of AR

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      Status of device adoption

      Ownership of wearables has risen the fastest compared to other devices

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      Excessive phone or smartphone usage by age group

      The 16-24 age group has the most excessive usage with 60% compared to an average of 36% for all respondents

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      Device penetration (2012-18)

      Smartphone has become ubiquitous over the years growing from 52% in 2012 to 87% in 2018

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      Frequency of usage of voice assistants on voice assisted speakers

      85% of all respondents who have access to voice assisted speakers use it on weekly basis

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      Usage of voice assisted speaker by age group

      Over 60% of the 45+ years old used their voice assistant speaker on the previous day

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      Awareness and usage of applications featuring machine learning

      Most machine learning features are only used by a minority of respondents; Predictive texting is the machine learning feature that most respondents are aware of and use

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      Work related smartphone activity usage

      Emails and making standard calls are the highest reported use of smartphones for work purposes. Interestingly, over a third (34%) claim not to do any of these activities

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      Effects of excessive smartphone usage

      45% feel they need to constantly check their phone, or are distracted by their phone while completing a task

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      Smartphone and tablet penetration among 55-75 year olds (2013 vs 2018)

      Smartphone and Tablet penetration the 55-75 years old has grown noticeably since 2013 with an annual growth of 14% (smartphones) and 18% (tablets) through a period of five years.

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      Smartphone usage for media-related activities done at least once a week (2017 vs. 2018)

      46% watch short videos or live posts once a week, a substantial increase since last year

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