2017全球移动消费者调查：美国版（英文版）_18页-1mb

2017 Global Mobile Consumer Survey: US Edition Summary

Core Content

The 2017 Deloitte Global Mobile Consumer Survey highlights the evolving relationship between consumers and mobile technology in the United States. The survey, conducted over seven consecutive years, examines usage patterns, adoption trends, and consumer attitudes toward various mobile devices and services. It reveals that while smartphone usage is maturing, the technology continues to play a central role in daily life, with a significant shift toward device etiquette and a growing interest in emerging technologies like IoT, 5G, and autonomous vehicles.

Main Points

• Device Usage Habits:
  The frequency of smartphone checks has plateaued, with the average being around 47 times per day. However, the youngest age group (18-24) shows the highest increase in usage, checking their phones 86 times a day. Despite this, many consumers are becoming aware of and concerned about overuse, with 47% attempting to reduce their usage.

• Smartphone Adoption by Age Group:
  Consumers aged 55 and older are now among the leading adopters of smartphones and related services. This group has a 3-year CAGR of nearly 8%, compared to about 2% for the 18-34 age group. This trend indicates that older generations are adopting mobile technology at a similar or faster rate than younger ones.

• Smartphone Penetration:
  Smartphone penetration in the US has reached 82%, with 93% of 18-24-year-olds owning one. While the 25-34 age group leads in smartphone usage, they also dominate other device categories like tablets, smart watches, and VR headsets.

• Interest in New Technologies:
  There is a growing interest in IoT, 5G, and autonomous vehicles. Over half of consumers find 5G important, with the 25-34 age group showing the highest level of interest. Autonomous vehicles are gaining traction, with 28% of consumers expressing interest in owning or riding in them, down from 38% in 2015.

• Wearable Technology:
  Smart watches and fitness bands are becoming more popular, with daily use rates increasing. However, the adoption of wearable technology remains relatively low compared to smartphones.

• Wireless and Connectivity:
  Consumers increasingly prefer Wi-Fi over cellular data due to performance and cost considerations. 4G speeds have declined in comparison to home Wi-Fi, leading to a rise in Wi-Fi preference. The shift to 5G is expected to change this trend if cost becomes more favorable.

• mPayments and IoT:
  mPayments are growing steadily, with 29% of consumers making in-store payments with their mobile devices in 2017. IoT is seen as a new utility, with consumers willing to pay for it but concerned about security and privacy. Over 40% of respondents worry about privacy risks associated with IoT devices.

• Device Etiquette and Behavior:
  There is a noticeable shift from "device addiction" to "device etiquette." Consumers are becoming more mindful of when and how they use their phones, especially in social settings and while engaging in other activities.

• Second-Hand Smartphone Usage:
  With the end of carrier subsidies, more consumers are reusing their old smartphones, often giving them to family members or friends. Only 5% of consumers now throw away their old phones, compared to 12% in 2016.

• Consumer Privacy and Security Concerns:
  While consumers are concerned about security and privacy, they are still willing to share personal data for convenience. Over 90% of consumers accept terms and conditions without reading them, which may indicate a lack of awareness or understanding of the risks.

• Future Outlook:
  The mobile landscape is evolving rapidly, with emerging technologies like AI, machine learning, and AR/VR gaining attention. The survey suggests that these technologies are on the horizon and may soon reshape consumer behavior and expectations.

Key Insights

• Smartphone Use:

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

• Top 5 Steps to Limit Smartphone Use:

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

• Demographics and Trends:

  • The 25-34 age group leads in adoption and usage of most mobile technologies.
  • Interest in autonomous vehicles and IoT services is rising, especially among younger consumers.
  • Older consumers are less likely to express concerns about overuse, but more likely to be concerned about privacy and security.

• Wireless Preferences:

  • Wi-Fi is preferred over 4G for home use, with 4G performance declining.
  • 53% of consumers preferred Wi-Fi in 2017, up from 53% in 2016.
  • 67% of consumers now prefer Wi-Fi over cellular data.

• mPayments and IoT:

  • 29% of consumers made in-store mobile payments in 2017.
  • IoT is viewed as a new utility, but security and privacy concerns remain high.
  • 68% of consumers use AI/ML features on their smartphones, such as predictive text and voice assistants.

Conclusion

The 2017 survey underscores that the mobile sector remains vibrant and continues to evolve. While smartphone usage is maturing, new technologies and services are gaining traction, and consumer behavior is shifting toward more mindful and etiquette-driven use. Despite growing concerns about security and privacy, the demand for connected services is increasing, and the future of mobile is poised for significant transformation.