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45% Of UK consumers say they own a smartphone 17% plan to own one soon Tablet computer ownership set to hit 15% in near future
Smartphone ownership in the UK could reach 62% within twelve months, as consumers race to replace traditional mobiles with iPhones and similar smart handsets, research by lifestyle and environments media agency Kinetic Worldwide reveals.
Kinetic’s research indicates that consumers now see smartphones as an essential piece of personal technology and suggests the penetration of mobile computers could rise much more quickly than previous estimates. Its study found 45% of consumers say they already own a smartphone and 17% say they plan to acquire one in the near future.
However, the study found it is London that is setting the pace, with smartphone ownership already at 65%, 20%above the national average.
The huge appeal of mobile computing is also beginning to have a significant impact on consumers’ use of social media sites while out and about. Tracking how people use social media on their mobiles over the last year, Kinetic found that the number of Facebook members logging on via mobiles has increased from 42% in June 2010 to 50% in May this year.
Likewise the number of Twitter subscribers Tweeting via mobiles has grown from 50% in 2010 to 64% in May.
Kinetic also followed general use of social media over the last year. The research shows the number of UK consumers who say they use Facebook increasing from 60% in June 2010, to 65% in May this year. In London however, Facebook penetration has hit 74%.
In spite of media hype surrounding Twitter, Kinetic found it is used by a minority of consumers. In June 2010, Kinetic’s study registered Twitter usage at 8% of the population growing to 14% by May this year (18% in London). The number of people joining the business social network LinkedIn has also grown significantly up from 4% in June last year to 6% in May (12% in London).
Tablet computers: The next must have technology
Kinetic’s research also explored ownership and usage of tablet computers finding that while 4% of consumers own an iPad or equivalent alternative, 11% are thinking of acquiring one in the near future.
Of the major tablet brands available, 79% said they would consider buying an Apple iPad, 43% a Samsung Galaxy Tab, 28% expected to buy Dell Streak or HP Slate and 17% said they intended to buy a BlackBerry PlayBook.
Investigating the criteria on which consumers make their decision to acquire a tablet, Kinetic found price to be the single most important factor (87%) followed by quality of touch screen (68%), size (62%) and design (60%). Compatibility with other devices (57%) was also rated highly.
Tablet computers are clearly seen as a transportable device. The study found that 63% of tablet owners take their computers with them when they are traveling, on holiday or socialising in coffee bars or pubs.
Kinetic found high levels of usage across a range of activities with 84% of owners using tablets for email, 63% for search, 58% for shopping or reading e-books and 53% for accessing social media, reading news online and playing games. Consuming music and video entertainment (37%) and reading magazines (32%) scored lower.
Nick Mawditt, Global Director of Insight and Marketing at Kinetic Worldwide commented:
“Within a relatively short space of time we expect smartphone ownership to be almost universal, particularly in major cities and amongst younger age groups. Interest in tablet computers is also clearly building.
“The speed of mobile computing growth in the UK clearly has huge implications for brands wishing to reach and engage with consumers while they are out and about.”
These findings are part of a series of studies by Kinetic into consumers’ use of mobile technology on the move, undertaken as part of a major report: “On The Threshold of Change: The Future of Out of Home Media in the UK”, to be published on July 6th.
8 June 2011
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