WHAT SMARTPHONE USERS WANT?

1. the user is... 2. he likes this device more 3. this operating system is better 4. he uses the phone for... 5. these users pay with the phone 6. shopping with the phone 7. conclusions

... and the user is

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Age
53% 35% 22%

20%

3%

Gen X (35-46)

Young Boomers (47-56)

Old Boomers(57-65)

Silent Generation (66-74)

G.I. Generation (+75) Source: PewInternet

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DEVICE
brand

Source: Comscore

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OS
5%
Microsoft

16%
BlackBerry

46%
ANDROID

28%
APPLE
Source: Comscore

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...the phone is USED for

72%

44%

44% 33% 29% 29%

Text messages

Use of the browser

Download apps

Social netorks/ blogs

P;ay games

Listen to music Source: Comscore

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Apps on my phone? Really?!

43% 38% 29%
May 2010 August 2011

38%

Users who downloaded apps to their phones

Users with apps preloaded to their phones

Source:

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Mobile Payments by Age

37% 35% 28% 25% 20% 16% yes 10% no 25%

18 - 29

30 - 44

45 - 59

60+

Source: Federal Reserve Bank

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Mobile payments by gender

55% 52% 47% 45%

Female Male

YES

NO

Source: Federal Reserve Bank

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Shopping

Only 16% of smartphone users shop from their phone

16%

48%

Source: Federal Reserve Bank

48% of smartphone users engage in comparison-shopping with the help of their phones

Conclusions:
The smartphone user is most probably younger than 46 Android and Apple's iOs are the safest bets in terms of operating systems Younger women are more prone to buy/ shop with the mobile Though only a small percent (16%) of smartphone users buy with their phone, beware! they do change their buying decision with the help of the phone
You can find the full report here: http://goo.gl/1h9gC www.evolvedata.com