For the past two weeks, I was on holiday with little access to the Internet. It wasn’t that I'd gone to the ends of the earth; I was, in fact, traveling through the South of England, but we just didn’t come across many places that had Wi-Fi access. During our holiday, I also started to notice that the Brits have a more restrained way of using their mobile phones in public. While I’m used to seeing people around me in the Netherlands checking their mobile whenever and wherever, I hardly saw anyone in the UK browsing on their mobile when in the company of others.
When I commented on this to my colleagues after my return, they attributed it to my rosy outlook due to my time off. So I looked at Forrester’s Technographics® data to compare US and UK smartphone users’ behaviors. Smartphone ownership in the UK isn’t that far behind that of the US: Our recent Forrester Research World Mobile Adoption Forecast, 2013 To 2018 (Global) shows that about 61% of US mobile subscribers use the mobile Internet compared with 49% of their UK peers — and we expect these numbers to grow to 75% and 70%, respectively, in 2018. More striking is our 2013 data that shows that usage of smartphones at home is comparable in both countries — but it’s the usage at restaurants and coffee shops that really differs:
At the beginning of 2013, approximately 153 million US online adults had health insurance coverage. While it serves the majority of US adults, the health insurance industry is unique in that only a minority of health insurance customers choose their health insurance provider directly. Forrester estimates that just 14% of US online adults — 25 million US adults — actively chose their health insurance provider in 2013.
However, with the onset of the Patient Protection and Affordable Care Act, otherwise known as "Obamacare," many new customers will enter the healthcare market. While we don't know exactly what portion of uninsured US adults will follow the mandate that all US residents must obtain health insurance, there is a large pool of potential new customers.
In fact, Forrester’s Technographics® data shows that 13% of US online adults (23 million adults) reported having no health insurance at the beginning of 2013. Of these uninsured adults, 47% don't have health insurance because they can no longer afford personal coverage; 25% left the employer that provided their coverage; and 15% never had health coverage.
Summer 2013 may be bringing about a renewed enthusiasm for surfing — and not only on the beach: Many consumers are turning to online video services to skim the waves of new content.
In Q3 2012, Forrester’s Technographics Data Insight showed that around one in ten US online adults had canceled their TV service in order to stream content exclusively from the Internet; those who did not cancel their programming cited their desire to channel surf as the primary reason for maintaining TV service. However, as online video evolves, consumers are finding that the Internet enables an equivalent channel-surfing experience. Participants in our ConsumerVoices online community say they look to Netflix to discover new entertainment content rather than to simply stream a specific show:
“Every time I use Netflix, it is to discover what is on. I never go on there at certain times looking for specific shows. I like having all their movies and shows available to me when I want it.”