Today, the average US smartphone owner spends over 2 hours per day using apps and websites on their device — more time than they spend watching TV. Despite this, most of the time that consumers spend using these mobile devices is to communicate with others. Downloaded social networking and communication apps — messaging, email, and digital video/voice – come in a variety of forms; some facilitate intimate conversation, while others blast a network (or even the public) with a one-way status update. As a whole, these apps achieve some of the highest app reach and engagement rates for both US and UK consumers.
Today, consumers spend most of their time on smartphones using apps - and just five apps account for 88% of the time they spend using downloaded apps. For the average US smartphone owner, those apps are Facebook, YouTube, Instagram, Gmail, and FB Messenger. And although smartphone owners use about 24 unique apps in a given month, the remaining 19 command just a small slice of users' time.
If you’ve noticed fewer window shoppers on the streets lately, it may be because they’re at home window shopping from their couches; that is, they’re discovering and exploring products without necessarily intending to purchase.
For our 2015 US Mobile Landscape report*, Forrester analyzed mobile audience data from our behavioral tracking panel to understand how consumers use smartphones and tablets in 2015. We found that although professionals often group both devices under the “mobile” umbrella, consumers use smartphones and tablets in very different ways. One notable difference centers on mobile commerce: While smartphone commerce is still struggling to get traction, for tablets it’s already one of the most common activities. In fact, Forrester’s US Mobile Phone And Tablet Commerce Forecast, 2015 To 2020 shows that total tablet retail purchases more than double those made on a smartphone.
Our behavioral data shows that in the first half of 2015, 68% of tablet owners visited a shopping site at least once in a given month — that’s more than the number who visited news/media, TV/video, or even social networking sites! And these tablet shoppers aren’t just visiting Amazon.com. Only about half took to Amazon —the other half visited other online shopping websites that fit their interests, brand preferences, and lifestyle.
Understanding teenage behavior is an eternal challenge, not only for parents but also for content providers and product managers trying to engage them. Our Technographics research shows that European teens combine two great passions online: enjoying content such as music, video, and video gaming and communicating with friends.
Netbooks are one of the hottest consumer product categories in the consumer technology industry at this moment - at least from an industry perspective. And yesterday, after Apple's iPad announcement, consumer electronics analysts immediately started commenting and sharing their views via blogs, and twitter.
But what I've been missing is the consumer view. Let's take a look at how interested consumers are in small computers like netbooks in general, and how this has changed in the past year.
Note: I realize that the industry may not see the iPad as a netbook but both the netbook and the iPad serve the same consumer need: an easy to carry, multifunctional mobile Internet device. So consumers are likely to compare and contrast them in the product purchase consideration cycle.
What we see is that consumers are mostly interested in netbooks as a second or third PC that they could use while on the go, or that they consider giving one to their children. Netbooks serve a distinct purpose, for more insight please see the report 'Netbooks Are The Third PC Form Factor' by my colleague J.P. Gownder.
This week, Forrester released the 'new and improved' Social Technographics. Over two years ago we introduced Social Technographics, a way to analyze your market's social technology behavior. In these years we've seen that with the rapid pace of technology adoption, the rungs on the ladder have shown steady growth, with some (like Joiners) growing faster than others (like Creators). In these years we have helped clients understand the social media uptake of their customers with data for 13 countries, and for various segments and brands. But, in the past year we did feel we missed out on something: Twitter.
As you can see from the graphic, we added a new rung, "Conversationalists". Conversationalists reflects two changes. First, it includes people who update their social network status to converse (both in Facebook as twitter). And second, we include only people who update at least weekly, since anything less than this isn't much of a conversation.