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IDG MOBILESURVEY METHODOLOGY
SURVEY METHODCOLLECTION: ONLINE SURVEYNO. QUESTIONS: 49 (INCL. DEMOGRAPHICS)INCENTIVE: iPAD MINI
SURVEY SAMPLEFIELD WORK: MARCH - MAY 2014MAJOR REGIONS: 6COUNTRIES: 43IDG WEBSITES: 189
NUMBER OF RESPONDENTSWORLDWIDE: 23,556WESTERN EUROPE: 14,658Western Europe B2B 3,938
EVOLUTION OF THE LIVING ROOMYOU SCREEN… I SCREEN… WE ALL SCREEN
Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE)
Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE)
Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?
YESTERDAY TOMORROWTODAY
71%UK
ES
FR
DE
68%
68% 67%
66% 64%
65% 59%
50% 50%
NL
UK
FR
NL
DE
ES
USE TABLET& OTHER DEVICES
65% 63%
USE SMARTPHONE & OTHER DEVICES
TABLET SMARTPHONE
EVOLUTION OF THE LIVING ROOMYOU SCREEN… I SCREEN… WE ALL SCREEN
Q9. WHEN USING YOUR SMARTPHONE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR SMARTPHONE)
Q33. WHEN USING YOUR TABLET DEVICE DO YOU USE ANOTHER DEVICE/ SCREEN AT THE SAME TIME? (E.G. WATCH TV/ TELEVISION AND USE YOUR TABLET DEVICE)
Q34. WHICH OTHER DEVICES/ SCREENS DO YOU USE AT THE SAME TIME AS YOUR TABLET DEVICE?
USE TABLET& OTHER DEVICES
65% 63%USE
SMARTPHONE & OTHER DEVICES
TABLETS ARE USED AT THE SAME TIME
AS...
TV / TELEVISION90%
SMARTPHONE52%
LAPTOP COMPUTER42%
DESKTOP COMPUTER23%
YESTERDAY TOMORROWTODAY
TABLET SMARTPHONE
Q11. IN GENERAL ARE THE ACTIVITIES ON THE DEVICES RELATED OR UNRELATED?Q6. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?Q31. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8. IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?
EVOLUTION OF THE LIVING ROOMMOBILE DEVICES ARE DISRUPTIVE...
…AND HAVE CHANGED HOW WE SOCIALIZE
UNRELATED ACTIVITIES ON MULTIPLE DEVICES86%
USAGE SOCIAL NETWORKING SITES
OR APPS
80%
SMARTPHONE
73%
TABLET
SMARTPHONE PRIMARY DEVICE FOR SOCIAL MEDIA50%
YESTERDAY TOMORROWTODAY
YESTERDAY TOMORROWTODAY
77%ES
NL
FR
DE
86%
75%
79%71%
79%71%
77%67%
81%UK
ES
UK
FR
DE
NL
USE SOCIALNETWORKINGSITES OR APPS
73% 80%
USE SOCIALNETWORKINGSITES OR APPS
EVOLUTION OF THE LIVING ROOMMOBILE DEVICES ARE DISRUPTIVE...
Q6. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR SMARTPHONE?Q31. DO YOU USE SOCIAL NETWORKING SITES/ APPS ON YOUR TABLET DEVICE? Q8. IS A SMARTPHONE YOUR PRIMARY DEVICE WHEN USING SOCIAL MEDIA?
TABLET SMARTPHONE
Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?
THE RISE OF VIDEODRAMATIC INCREASE IN MOBILE
VIDEO CONSUMPTION
10MAPPLE TV UNITS SOLD
IN 2013
YOUTUBEMOVIES
PROMO VIDEOSHOW-TO-GUIDES
WEBCASTSPRODUCT REVIEWS
YESTERDAY TOMORROWTODAY
2012 2014
VIDEO USAGE SMARTPHONE 68% 74%
VIDEO USAGE TABLET 65% 89%
YESTERDAY TOMORROWTODAY
93%DE
FR
UK
NL
93%
92% 78%
91% 78%
90% 67%
84% 63%
ES
ES
FR
UK
NL
DE
WATCH VIDEOS
89% 74%
WATCH VIDEOS
Q3. DO YOU WATCH VIDEOS ON YOUR SMARTPHONE?Q29. DO YOU WATCH VIDEOS ON YOUR TABLET DEVICE?
THE RISE OF VIDEODRAMATIC INCREASE IN MOBILE
VIDEO CONSUMPTION
TABLET SMARTPHONE
Q13. HAS YOUR SMARTPHONE REPLACED ANY OF THE FOLLOWING?Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?
EVOLUTION OF THE MEDIA LANDSCAPE
MOBILE REPLACES TRADITIONAL MEDIA
53%
47%
23%
18%
15%
TABLET SMARTPHONE
PRINTED NEWSPAPER
PRINTED MAGAZINES
LAPTOP COMPUTER
DESKTOP COMPUTER
TV
44%
34%
12%
14%
8%
YESTERDAY TOMORROWTODAY
Q13. HAS YOUR SMARTPHONE REPLACED ANY OF THE FOLLOWING?Q36. HAS YOUR TABLET DEVICE REPLACED ANY OF THE FOLLOWING?
EVOLUTION OF THE MEDIA LANDSCAPE
TABLET REPLACES TRADITIONAL MEDIA
PRINTED NEWSPAPER
PRINTED MAGAZINES
LAPTOP COMPUTER
DESKTOP COMPUTER
TV
YESTERDAY TOMORROWTODAY
ESUK DE FR NL
33%18% 21% 26% 21%
65%50% 49% 49% 48%
60%46% 46% 45% 39%
23%14% 26% 15% 15%
14%9% 11% 17% 9%
NL
FR
Q14. DO YOU USE YOUR SMARTPHONE TO PURCHASE PRODUCTS OR SERVICES?Q37. DO YOU USE YOUR TABLET DEVICE TO PURCHASE PRODUCTS OR SERVICES?
EVOLUTION OF THE WAY WE SHOPTHE WORLD IN YOUR POCKET
PURCHASES MADE VIA
TABLET SMARTPHONE
DE
FR
NL
ES
82% 65%
73% 60%
69% 52%
58% 50%
55% 33%
UK
YESTERDAY TOMORROWTODAY
SMARTPHONE
53%
TABLET
68%
DE
ES
UK
Q16. WHAT ARE THE MAIN REASONS FOR YOU NOT PURCHASING A PRODUCT OR SERVICE USING YOUR SMARTPHONE?
EVOLUTION OF SECURITYREASONS FOR NOT PURCHASING
ON THE SMARTPHONE
50% WEBSITE NOT MOBILE ENABLED
43% SECURITY CONCERNS
29%PRIVACY
CONCERNS28%
COMPLICATED PAYMENT PROCESS
YESTERDAY TOMORROWTODAY
Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
EVOLUTION OF HOW WE RESEARCH
BUSINESS PRODUCTS VIA MOBILE
C-LEVELEXECUTIVE SUITE
USE SMARTPHONE USE TABLET
67%
USE SMARTPHONE
82%
USE TABLET
YESTERDAY TOMORROWTODAY
76%58%
YESTERDAY TOMORROWTODAY
87%UK
FR
ES
NL
74%
66% 44%
79% 62%
81% 68%
66% 44%
DE
ES
UK
FR
NL
DERESEARCH
76% 58%
RESEARCH
EVOLUTION OF HOW WE RESEARCH
BUSINESS PRODUCTS VIA MOBILE
Q20. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?Q42. DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
TABLET SMARTPHONE
Q22. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?
Q44. WHAT TIME OF THE DAY DO YOU RESEARCH PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE?
EVOLUTION OF HOW WE RESEARCH
BUSINESS IS BLEEDING INTO OUR LIVES
BUSINESSPRODUCT
RESEARCH
SMARTPHONE %
TABLET % IN THE EVENING
72 %86 %
WEEKENDS
47 %63 %
DURINGCOMMUTE
46 %32 %
YESTERDAY TOMORROWTODAY
Q21. WHEN RESEARCHING PRODUCTS OR SERVICES FOR YOUR BUSINESS, WHICH OF THE FOLLOWING ACTIVITIES DO YOU PERFORM USING YOUR SMARTPHONE?
EVOLUTION OF THE OFFICEA VARIETY OF CONTENT IS CONSUMED
VISIT VENDOR SITES FOR PRODUCTION INFORMATION 68%
COMPARE PRICES AND PRODUCTS 59%
READ FEATURE ARTICLES ABOUT TRENDS & STRATEGIES 57%
BROWSE AND PARTICIPATE IN FORUMS & SOCIAL NETWORKS 51%
WATCH VIDEOS 46%
READ CASE STUDIES 44%
READ WHITEPAPERS 44%
READ ANALYST REPORTS (IDC, GARTNER ETC.) 31%
WATCH WEBCASTS/WEBINARS 28%
YESTERDAY TOMORROWTODAY
ACTIVITIES PERFORMED WHEN RESEARCHING PRODUCTS FOR BUSINESS ON THE SMARTPHONE
Q23. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED FROM A RETAIL OUTLET?
Q24. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?
Q45. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED FROM A RETAIL OUTLET?
Q46. HAVE YOU EVER RESEARCHED PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR TABLET DEVICE AND THEN PURCHASED VIA THE INTERNET USING A LAPTOP OR DESKTOP COMPUTER?
EVOLUTION OF HOW WE MAKE IT PURCHASES
THEY RESEARCH ON CONNECTED DEVICES & BUY TRADITIONALLY
YESTERDAY TOMORROWTODAY
57%SMARTPHONE RESEARCH
& RETAILER PURCHASE
80%SMARTPHONE
RESEARCH & PURCHASE ON
LAPTOP/DESKTOP
61%TABLET RESEARCH
& RETAILER PURCHASE
76%TABLET RESEARCH
& PURCHASE ONLAPTOP/DESKTOP
Q25. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR SMARTPHONE?
Q27. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR SMARTPHONE WITHIN THE LAST 6 MONTHS?Q47. DO YOU PURCHASE IT (INFORMATION TECHNOLOGY) PRODUCTS OR SERVICES FOR YOUR BUSINESS USING YOUR
TABLET DEVICE?Q49. HOW MUCH WAS THE LARGEST BUSINESS PURCHASE MADE USING YOUR TABLET DEVICE WITHIN THE LAST 6
MONTHS?
EVOLUTION OF HOW WE MAKE IT PURCHASES
B2B
C-LEVELEXECUTIVE SUITE
33%
44%
PURCHASE IT PRODUCTS ON SMARTPHONE
OR TABLET
YESTERDAY TOMORROWTODAY
IT PURCHASE VALUE SMARTPHONE TABLET
$500+ 35% 42%
$5,000+ 5% 6%
Q17. DOES A POOR MOBILE EXPERIENCE E.G. SITE DIFFICULT TO NAVIGATE:
BRAND IMAGE PROTECTION IN THE NEW WORLD
EVOLUTION OF BRAND MARKETING
A BAD MOBILE EXPERIENCE…
55%MAKES THEM LESS
LIKELY TO BUY FROM A BRAND
50%MAKES THEM LESS LIKELY TO ENGAGE
WITH THEBRAND
41%HAS A NEGATIVEIMPACT ON THE
COMPANY’S BRANDIMAGE
TODAYOMNICHANNELOMNICHANNEL
RESPONSIVE DESIGNALWAYS ONALWAYS ON
DATA TARGETINGVIDEOVIDEO
HIGH QUALITY CONTENTDISRUPTIONDISRUPTION
CHANGE OF MINDSET