Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Mobile phones market forecast, by volume, 2006-16
- Market factors
- Consumers sticking with network providers for longer
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- Figure 2: How long ago current handset was bought, October 2010-11
- High unemployment dampening youth demand for smartphones
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- Figure 3: Seasonally adjusted unemployment rate, by age, September 1992-November 2011
- Companies, brands and innovation
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- Figure 4: Mobile phone ownership, by platform provider, October 2011
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- Figure 5: Mobile phone ownership, by manufacturer, October 2010 and October 2011
- The consumer
- Handset purchase considerations
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- Figure 6: Handset purchase considerations, October 2011
- Mobile phone operating systems
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- Figure 7: Desire for future mobile phone operating system, by gender, December 2011
- Consumer attitudes and behaviours towards mobile phones
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- Figure 8: Attitudes and behaviours towards mobile phones, December 2011
- What we think
Issues in the Market
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- Who else could compete against Apple’s iOS and Google’s Android in the smartphone race?
- How will the rise of smartphones impact on the consumption of information?
- Will the form factor of mobile phones change in the next five years?
- Why don’t consumers buy mobile handsets from general electronics retailers?
Future Opportunities
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- Trend: Many Mes
- Trend: Switch Off
Internal Market Environment
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- Key points
- Mobile phone ownership
- More consumers opting for pay-monthly contracts
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- Figure 9: Percentage-point change in type of consumer payment method, 2007-11
- More consumers staying with their network providers
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- Figure 10: Length of time spent with current mobile network provider, 2007-11
- Consumers are holding on to their handsets for a little bit longer
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- Figure 11: How long ago current handset was bought, October 2010-11
- Ofcom’s 4G auction delayed until end of 2012
Broader Market Environment
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- Key points
- Uncertain economic climate to bolster sales of budget smartphones
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- Figure 12: GDP quarterly percentage change, Q1 2004-Q4 2011
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- Figure 13: GFK NOP Consumer Confidence Index, January 1988-2012
- One in five 16-24-year-olds are unemployed
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- Figure 14: Seasonally adjusted unemployment rate, by age, September 1992-November 2011
- Aging population could be a boon to the smartphone market
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- Figure 15: Trends in the age structure of the UK population, 2006-16
Who’s Innovating?
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- Key points
- Bigger, faster, and thinner – pushing the technical limits
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- Figure 16: Huawei Ascend P1 S at the Consumer Electronics Show, January 2012
- Accessories for mobile phones enable a truly mobile lifestyle
- Glucose monitor
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- Figure 17: iBGStar, January 2012
- Baby monitor
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- Figure 18: BabyPing Video Monitor, January 2012
- Health and fitness monitor
- Using mobile phones as log-in tokens and ‘digital handshakes’
- Mobile phone that keeps its charge for 15 years
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- Figure 19: SpareOne mobile phone, January 2012
Market Size and Forecast
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- Key points
- Mobile phone market to grow, driven by smartphones
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- Figure 20: Volume sales of mobile phones, 2006-16
- Figure 21: Value sales of mobile phones, 2006-16
- Forecasts
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- Figure 22: Mobile phones market forecast, by volume, 2006-16
- Figure 23: Mobile phones market forecast, by value, 2006-16
Market Share and Segment Performance
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- Key points
- Mobile phone by platform provider
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- Figure 24: Mobile phone ownership, by platform provider, October 2010-11
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- Figure 25: Mobile phone ownership by basic mobile vs. smartphone, by gender and age, October 2010-11
- Mobile phone by manufacturer
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- Figure 26: Mobile phone ownership, by manufacturer, 2008-10
- Figure 27: Mobile phone ownership, by manufacturer, October 2011
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- Figure 28: Mobile phone ownership by manufacturer, by age, October 2011
- Mobile phone by release year
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- Figure 29: Mobile phone ownership, by release year, October 2011
- Top ten mobile phones in the UK
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- Figure 30: Top 10 mobile phones owned in the UK, October 2011
Companies and Products
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- Apple
- Company overview
- Financial information
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- Figure 31: Key financials, Apple Inc, 2010-11
- Product range
- Innovations
- Marketing and promotion
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- Figure 32: Advertising expenditure on mobile phones by Apple in the UK, by phone model, 2009-11
- HTC
- Company overview
- Financial information
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- Figure 33: Key financials, HTC Corporation, 2010-11
- Product range
- Innovations
- Marketing and promotion
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- Figure 34: Advertising Expenditure on mobile phones by HTC in the UK, by phone model, 2009-11
- Nokia
- Company overview
- Financial information
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- Figure 35: Key financials, Nokia Corporation, 2010-11
- Product range
- Innovations
- Marketing and promotion
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- Figure 36: Advertising expenditure on mobile phones by Nokia in the UK, by phone model, 2009-11
- Research In Motion
- Company overview
- Financial performance
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- Figure 37: Key financials, Research In Motion, 2010-11
- Product range
- Innovations
- Marketing and promotion
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- Figure 38: Advertising expenditure on mobile phones by Research In Motion in the UK, by phone model, 2009-11
- Samsung Telecommunications
- Company overview
- Financial information
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- Figure 39: Key financials, Samsung Electronics, 2010-11
- Product range
- Innovation
- Marketing and promotion
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- Figure 40: Advertising expenditure on mobile phones by Samsung in the UK, by phone model, 2009-11
- Sony Mobile Communications (formerly Sony Ericsson)
- Company overview
- Financial performance
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- Figure 41: Key financials, Sony Ericsson, 2010-11
- Product range
- Innovations
- Marketing and advertising
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- Figure 42: Advertising expenditure on mobile phones by Sony Ericsson in the UK, by phone model, 2009-11
Brand Research
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- Brand map
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- Figure 43: Attitudes towards and usage of brands in the mobile phone sector, November 2011
- Correspondence analysis
- Brand attitudes
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- Figure 44: Attitudes by mobile phone brand, November 2011
- Brand personality
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- Figure 45: Mobile phone brand personality – macro image, November 2011
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- Figure 46: Mobile phone brand personality – micro image, November 2011
- Brand experience
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- Figure 47: Mobile phone brand usage, November 2011
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- Figure 48: Satisfaction with various mobile phone brands, November 2011
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- Figure 49: Consideration of mobile phone brands, November 2011
- Figure 50: Consumer perceptions of current mobile phone brand performance, November 2011
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- Figure 51: Mobile phone brand recommendation – Net Promoter Score, November 2011
- Brand index
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- Figure 52: Mobile phone brand index, November 2011
- Figure 53: Mobile phone brand index vs. recommendation, November 2011
- Target group analysis
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- Figure 54: Target groups, November 2011
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- Figure 55: Mobile phone brand usage, by target groups, November 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Channels to Market
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- Key points
- Channels used to obtain personal mobile phone
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- Figure 56: Channels used to obtain personal mobile phone, October 2011
- Network operators and mobile phone contracts
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- Figure 57: Consumers who obtained their personal mobile phone from network operators, by age and gender, October 2011
- Mobile specialist retailers favoured by female consumers
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- Figure 58: Consumers who obtained their personal mobile phone from specialist mobile retailers, by age and gender, October 2011
- Tesco has the lion’s share of supermarket sales of mobile handsets
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- Figure 59: Advertising expenditure on mobile phones by UK supermarkets, by media, 2011
Handset Purchase Considerations
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- Key points
- Network quality is the top handset purchase consideration
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- Figure 60: Handset purchase considerations, October 2011
- Trusting the advice of retail salespeople
Mobile Phone Features and Attributes
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- Key points
- Display size getting larger
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- Figure 61: Ownership of mobile phone, by diagonal display size, October 2010-11
- Candybar is the winning form factor
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- Figure 62: Ownership of mobile phone, by form factor, October 2010-11
- Mobile phones are equipped with more built-in storage
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- Figure 63: Ownership of mobile phone by built -in storage, by percentage change between October 2010 and 2011
Mobile Phone Operating Systems
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- Key points
- Apple iOS is still ‘most wanted’ but only by a small margin
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- Figure 64: Desire for future mobile phone operating system, December 2011
- Female consumers may be more open to switching operating system
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- Figure 65: Desire for future mobile phone operating system, by gender, December 2011
- Figure 66: Importance of phone operating system to handset purchase considerations, October 2011
- Apple iOS users are most loyal to their operating system
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- Figure 67: Desire for future mobile phone operating system, by ownership of current mobile phone, by operating system, December 2011
- Is there room for competition after Apple iOS and Android?
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- Figure 68: Current ownership of and desire for Android, BlackBerry, and iOS, by age, December 2011
- BlackBerry
- Windows Phone 7
Attitudes and Behaviours
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- Key points
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- Figure 69: Attitudes and behaviour towards mobile phones, December 2011
- Consumers are demanding more from their mobile phones
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- Figure 70: Agreement with the statement ‘As long as I can make calls and texts, I don’t care about other features or functions’, by age, December 2010-11
- ‘Alarming’ marketing opportunities on smartphones
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- Figure 71: Mobile phone owners who use their handset as an alarm clock, by ownership of mobile phone operating system, December 2011
- Figure 72: Mobile phone owners who use their handset as an alarm clock, by age, December 2011
- Are mobile phones an essential or a distraction?
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- Figure 73: Agreement with the statement ‘My mobile phone is an essential part of my life’, by age, December 2011
- Figure 74: Agreement with the statements ‘My mobile phone is a distraction from friends and family sometimes’ and ‘I sometimes feel overwhelmed by being always reachable on my mobile’, by age, December 2011
- The call for mobile-optimised, bite-size content
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- Figure 75: Agreement with the statement ‘My mobile phone is often the first thing I reach for when I have a spare moment’, by age, December 2011
- Figure 76: Agreement with the statement ‘My mobile phone is often the first thing I reach for when I have a spare moment’, by ownership of mobile phone operating system, December 2011
- Can fun and functional co-exist?
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- Figure 77: Agreement with the statement ‘It is important that mobile phones are fun as well functional’, by age, December 2011
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- Figure 78: Agreement with the statement ‘I think my mobile phone goes with my image’, by age, December 2011
- Getting messages across on a silent mobile phone
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- Figure 79: Agreement with the statement ‘I usually have my mobile phone on silent or vibrate-only mode’, by age, December 2011
Appendix – Internal Market Environment
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- Figure 80: Type of mobile phone payment plan, 2007-11
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Appendix – Brand Research
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- Figure 81: Brand usage, November 2011
- Figure 82: Brand commitment, November 2011
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- Figure 83: Brand momentum, November 2011
- Figure 84: Brand diversity, November 2011
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- Figure 85: Brand satisfaction, November 2011
- Figure 86: Brand recommendation, November 2011
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- Figure 87: Brand attitude, November 2011
- Figure 88: Brand image – macro image, November 2011
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- Figure 89: Brand image – micro image, November 2011
- Figure 90: Profile of target groups, by demographic, November 2011
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- Figure 91: Psychographic segmentation, by target group, November 2011
- Figure 92: Brand usage, by target group, November 2011
- Brand index
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- Figure 93: Brand index, November 2011
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Appendix – Channels to Market
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- Figure 94: Channels used to obtain personal mobile phone, October 2011
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Appendix – Handset Purchase Considerations
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- Figure 95: Handset purchase considerations, October 2011
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Appendix – Mobile Phone Features and Attributes
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- Figure 96: Ownership of mobile phone, by diagonal display size, October 2010-11
- Figure 97: Ownership of mobile phone, by form factor, October 2010-11
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- Figure 98: Ownership of mobile phone, by built-in storage, October 2010-11
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Appendix – Mobile Phone Operating Systems
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- Figure 99: Ownership and desire for mobile phone by operating system, December 2011
- Figure 100: Ownership and desire for current mobile phone by operating system, by demographics, December 2011
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- Figure 101: Ownership and desire for future mobile phone by operating system, by demographics, December 2011
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Appendix – Attitudes and Behaviours
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- Figure 102: Attitudes towards mobile phones, December 2011
- Figure 103: Most popular attitudes towards mobile phones, by demographics, December 2011
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- Figure 104: Next most popular attitudes towards mobile phones, by demographics, December 2011
- Figure 105: Other attitudes towards mobile phones, by demographics, December 2011
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- Figure 106: Attitudes towards mobile phones, by ownership of current mobile phone by operating system, December 2011
- Figure 107: Attitudes towards mobile phones, by desire for future mobile phone by operating system, December 2011
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