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2012 Qualcomm Snapdragon Processors Holiday Survey Key Facts

Methodology
The Qualcomm Mobile Consumer Survey was conducted by Ipsos among 1,500 U.S. residents within the ages of 18–50 who are the primary owners/users of smartphones and/or tablets. The survey was conducted August 30 through September 4, 2012. Members of the Ipsos sample community were recruited to participate in an online survey.

Give the gift of a mobile device. Among smartphone or tablet owners, 18% say they definitely or probably will give a smartphone as a gift this holiday season and 20% say they definitely or probably will give a tablet as a gift this holiday season.

Decisions, decisions. Among smartphone or tablet owners who would consider giving a smartphone as a gift this holiday season, their decision will be most influenced by prices and promotions (63%), followed by other key factors such as battery life (53%), fast speed connection (48%), screen size (42%) and processor at (38%).

Among the same group, for tablets, prices and promotions (59%) will most influence decisions to purchase a tablet as a gift for someone during the holidays, followed by other key factors such as screen size (51%), battery life (50%), fast speed connection (39%), and processor at (38%).

Security.  58% of smartphone or tablet owners say they are comfortable making purchases on their mobile device.  Those under 35 (ages 18-34) are most likely to say they are comfortable making purchases on their mobile device – 62% say so, compared to 51% of those ages 35-50.

Swipe away.  About one-third of smartphone or tablet owners (32%) say they would be comfortable swiping their mobile device as payment.

Too much to do, too little time.  More than one-quarter of smartphone or tablet owners (27%) say they definitely or probably will use their mobile device this year to buy holiday gifts.  Males are more likely than females to say they definitely or probably will use their mobile device this year to buy holiday gifts (31% of males say so, compared to 23% of females).  Tablet owners are also more likely than non-tablet owners (smartphone only) to say they definitely or probably will use their mobile device this year to buy holiday gifts (36% of tablet owners say so, compared to 20% of smartphone only owners). 

Among those who would use their mobile device this year to buy holiday gifts, 68% say they will use their mobile device for less than half of their holiday shopping and 32% say they will use their mobile device for half or more of their holiday shopping.

Avoid the malls.  Among those who would use their mobile device this year to buy holiday gifts, 50% say it is to avoid the malls, 46% say it is to have an easier shopping experience, 44% say it is to get better online shopping coupons and deals, 36% say it is to get a broad view of the best deals, 34% say it is to have the ability to weigh all their options, and 20% say it is to wait until the last minute to make a purchase.

Hooked.  Overall, among smartphone or tablet owners, 68% have used their mobile device to make a purchase in the past.  The average smartphone or tablet owner has made 12 purchases on their mobile device.

What to buy.  When it comes to gift categories that smartphone or tablet owners would consider making on their mobile device, 54% would definitely/probably consider buying music, 49% would definitely/probably consider buying games/movies, 47% would definitely/probably consider buying tickets to events, 36% would definitely/probably consider buying electronics, 33% would definitely/probably consider buying clothes, 27% would definitely/probably consider buying sporting goods, 27% would definitely/probably consider buying food/wine, 20% would definitely/probably consider buying jewelry, and 16% would definitely/probably consider buying art.

Psst! Coupons!  About half of smartphone or tablet owners (52%) say that they would definitely or probably be motivated to walk into a store if they received on-the-spot coupons for a retailer on their mobile device as they were walking by the retailer.

Topics: smartphones, tablets
Tim McDonough

Tim McDonough

Vice President, Marketing, Qualcomm Mobile & Computing

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