德勤-2018年美国移动消费者调查-2018.12-20页-1mb

2018 Global Mobile Consumer Survey: US Edition Summary

Core Content

The 2018 Global Mobile Consumer Survey US Edition highlights the evolving landscape of mobile technology, emphasizing the continued dominance of smartphones and the challenges faced by other mobile platforms such as tablets, wearables, and mobile payments. The report also explores emerging opportunities like voice assistants and 5G, as well as growing consumer concerns around data privacy and security.

Main Points

Smartphones Remain Central to Mobile Usage

• Smartphones dominate as the primary device for most online activities, including checking bank balances, social networking, video calls, and news reading.
• Market penetration increased from 82% in 2017 to 85% in 2018, with growth strongest in older age groups.
• Daily usage remains high, with an average of 52 looks per user per day, and 39% of consumers believe they use smartphones too much.
• Voice assistants are increasingly integrated into smartphones, with 64% of respondents using them, up from 53% in 2017.
• Smartphones as a hub for controlling and monitoring various aspects of daily life, such as fitness, home security, and entertainment.

Tablets and Wearables Face Challenges

• Tablets experienced the largest decline in market penetration, dropping from 62% to 57%.
• Wearables like smartwatches saw modest growth, while fitness bands and VR headsets declined.
• Smartphones are seen as more versatile, leading to a shift in consumer preference and usage patterns.

Consumer Awareness of Data Privacy and Security

• High concern about data privacy and security, with 86% worried about data sharing and usage by third parties.
• 83% are concerned about the storage of personal data.
• Despite this awareness, sharing habits remain largely unchanged, with only minor increases in sharing personal information like addresses.

Mobile Payments: Limited Adoption

• Mobile in-store payments (mPayments) are still in early stages, with only 31% of respondents having used them and 14% doing so weekly.
• Security concerns and lack of perceived benefits are the main barriers to adoption.
• mPayment apps are more secure than traditional card payments, as they use digital tokens instead of actual card data.

Voice Assistants and 5G as Key Opportunities

• Voice assistants are gaining traction, with 69% of respondents using voice-assisted speakers weekly and 47% daily.
• 5G is viewed as highly important, with 60% of respondents considering it either "fairly" or "very" important, up from 55% in 2017.
• Interest in 5G is widespread across all age groups, including those aged 65+.

IoT and Connected Devices

• Connected car and connected home are areas of significant consumer interest.
• Connected car functions such as route tracking, maintenance, and traffic/weather updates are highly valued, but willingness to pay remains low.
• Connected home solutions like home control and monitoring are also valued, though many consumers are hesitant to pay for them.

Key Information

• Survey Methodology: Conducted by Deloitte, the US edition surveyed 2,000 consumers, capturing insights from six age groups (18–75 years).
• Device Penetration:
  • Smartphones: 85%
  • Tablets: 57%
  • Smartwatches: 20% (up from 19%)
  • Fitness bands: 10% (up from 9%)
• Usage Patterns:
  • Smartphones: 52 daily looks, 64% use voice assistants
  • Voice-assisted speakers: 69% weekly use, 47% daily use
• Consumer Concerns:
  • 86% concerned about data sharing and usage
  • 83% concerned about data storage
• 5G Expectations:
  • 60% consider it important
  • Highest interest among 25–34 age group (77%)
• Willingness to Pay:
  • Only 54% are willing to pay for connected home services
  • Most prefer to pay less than $10 per month

Conclusion

The survey suggests that the mobility industry is at an inflection point, with smartphones continuing to lead in adoption and usage. While other platforms like tablets and wearables are struggling, emerging technologies such as 5G and voice assistants are showing promise. However, the success of these technologies will depend on their ability to offer compelling value and address consumer concerns around security and privacy.