Smartphone Adoption Surges – Despite Internet, Rich Media Access Troubles

October 21, 2008

This article is included in these additional categories:

Analytics, Automated & MarTech | Email | Media & Entertainment | Youth & Gen X

More than 54% of US mobile-phone users say their mobile phone usage has increased more than 25% over the last two years, and one in five say it has increased more than 50%,? according to a report on mobile phone usage by Azuki Systems, Inc.

A significant catalyst behind this growth is the adoption of smartphones, with 62% of respondents indicating that they either own or will own such a device in the next 12 months, the survey found.

Though? 52% of respondents access the mobile web from their phones and 25% access video, an overwhelming majority (nearly 80%) of those surveyed say they wish it were easier to access information from the internet on their mobile phones, and an equal percentage wish it were easier to access rich media such as video clips and music.

The majority of respondents pointed to a number of current obstacles to enjoying rich media on mobile. Some 69% felt that the long time to download or play media ranked among their top three barriers, and 66% felt that difficulties finding and navigating to relevant content was a top-three inhibitor.

azuki-systems-top-obstacles-mobile-internet-rich-media-grid-2008.jpg

Various shortcomings were also identified for iPhone and BlackBerry users.

How Mobile Users Spend Time

Regardless of which mobile device they are using, US mobile users spend a significant amount on their phones, according to Azuki:

  • 33% talk on their mobile phone more than 10 hours per week. The youngest generation is spending even more time, with 34% of those 17 and younger talking for more than 15 hours/week.
  • Of the 79% who send text messages from their phones, 29% do so for more than two hours/week. The younger generations prove to be power users, with 37% of those younger than age 22 texting for more than two hours/week. With only a gradual drop-off in text messaging for 23-to-44 year-olds, a generational gap is evident with a sharp decline to almost no usage for those approaching age 60 and older.
  • 50% access their email from their mobile phones, with nearly 30% of those age 35-44 doing so for more than two hours/week.
  • 52% access the Web via their mobile phones, and 35-to-44 year-olds are leveraging this technology the most, with 60% spending time each week surfing the web.
  • iPhone adoption is strongest among 23 to 44 year-olds.
  • 23-to-34 year-olds appear to be trading up their feature phones for smart phones as they move into the corporate world.
  • 25% of users access video on their mobile phones, with 88% of this group spending less than two hours/week.

azuki-systems-time-spent-accessing-video-2008.jpg

“Mobile device technology, as well as mobile content and application development, is on the rise. As a result, the mobile experience is getting better with access to more content, and mobile adoption is growing at a rapid speed,” said Jim Ricotta, CEO of Azuki Systems.

“However, there is still work to be done in order to deliver truly usable mobile content to today’s mobile devices. Mobile requires a different consumption and interaction model where, unlike the desktop, it is less about browsing and more about glancing to ‘snack’ on media.”

Socialization & Monetization

Social networking is quickly gaining popularity on the mobile platform, the study said. One quarter (25%) of mobile users are accessing social networking sites from their mobile devices with one in seven respondents between 25-34 doing so for more than two hours/week.

Some 64% percent of those surveyed reported that they would share content via their mobile phone with their contacts from social networking sites if it were easier to do so.

azuki-systems-time-spent-social-networking-2008.jpg

In terms of mobile advertising, almost 70% of mobile users said they would watch mobile ads in exchange for free access to mobile content. Additionally, if their mobile phones had location tracking capabilities that would present them with promotions for local businesses, more than 65% would take advantage of this opportunity.

About the survey: The survey was conducted with more than 275 US mobile consumers of varying demographic backgrounds.

Explore More Articles.

Marketing Charts Logo

Stay on the cutting edge of marketing.

Sign up for our free newsletter.

You have Successfully Subscribed!

Pin It on Pinterest

Share This