德勤-2017年美国移动消费者报告（英文）-2017-18页-1mb

2017 Global Mobile Consumer Survey: US Edition Summary

Core Content

The 2017 Global Mobile Consumer Survey by Deloitte provides an in-depth look at the evolving landscape of mobile technology usage in the United States. The survey, based on responses from 2,000 US consumers aged 18 to 75, highlights how mobile usage is maturing across all age groups, with a notable shift in behavior and a growing interest in emerging technologies such as IoT, 5G, and AI/ML.

Main Viewpoints

• Device Addiction to Etiquette: Despite a perceived increase in smartphone usage, the frequency of phone checks has plateaued over the past three years. The average number of times consumers look at their phones is around 47 per day. Younger users (ages 18–24) check their phones more frequently than others, at 86 times per day. However, concerns about overuse are highest among younger age groups, with 75% of 25–34-year-olds and 72% of 18–24-year-olds expressing worry about excessive phone use. Only 13% of those over 55 feel the same way.

• Older Generations Adopting New Tech: Older consumers (55 and above) are now adopting new technologies at a faster rate than younger generations. Smartphone ownership among this group has grown at a 7.91% CAGR over three years, while the CAGR for 18–24 and 25–34-year-olds is 1.40% and 2.34%, respectively. These older users also show a higher frequency of use for devices like smart watches, with 75% of those aged 55–75 using them daily.

• Wireless is Everywhere: Smartphone penetration in the US reached 82%, with 93% among 18–24-year-olds. The survey shows a growing preference for Wi-Fi over cellular networks due to performance and cost considerations. 5G is seen as important by about half of consumers, with the highest interest among 25–34-year-olds.

• Interest in IoT and Connected Services: Consumers are increasingly interested in IoT technologies, particularly in connected cars and homes. Connected car features such as predictive maintenance and entertainment have seen significant growth in interest. However, concerns about security and privacy remain high, with over 40% of consumers worried about data exposure.

• mPayments and Consumer Behavior: The use of mobile payments has grown by nearly 50% in 2017, with 29% of consumers making in-store mobile payments. Security concerns and lack of understanding of benefits are still major barriers to wider adoption.

• Second-Hand Smartphones: The second-hand smartphone market is on the rise, with more consumers reusing their old devices. Only 5% of US consumers throw away their old phones, while 20% give them to family or friends, nearly doubling from 2016.

Key Information

• Smartphone Usage Trends:

  • 89% of consumers check their phones within an hour of waking up.
  • 81% check their phones in the hour before going to sleep.
  • 264 million US smartphone users collectively check their phones 12 billion times per day.

• Device Penetration:

  • Smartphone penetration reached 82% in 2017.
  • Smart watch penetration is highest among 25–34-year-olds, but daily use is still low at 60%.
  • VR headset penetration is at 10%, with 15% of users accessing VR content daily.

• Network Preferences:

  • Consumers prioritize performance and cost when choosing a network.
  • 4G has been overtaken by Wi-Fi in terms of perceived performance, with 67% preferring Wi-Fi in 2017.
  • 53% of consumers are interested in 5G, with the highest interest among 25–34-year-olds.

• Consumer Attitudes:

  • 91% of consumers accept legal terms and conditions without reading them.
  • 47% of all consumers try to limit their smartphone use, with the youngest groups leading the trend.
  • Over 80% of consumers believe their data is used by companies, and 78% believe it is shared with third parties.

• Top 5 Steps to Limit Smartphone Usage:

  1. Keep phone in handbag/pocket when meeting others (38%)
  2. Turn off audio notifications (32%)
  3. Keep phone in bag/pocket when alone (27%)
  4. Delete apps (26%)
  5. Turn off phone at night (26%)

Conclusion

The 2017 survey highlights a shift from device addiction to more mindful usage, with older generations increasingly adopting and utilizing new technologies. Despite growing concerns about security and privacy, consumers remain open to connected services and emerging technologies. The mobile landscape is evolving rapidly, and Deloitte anticipates continued momentum in the adoption of new services and devices.