Aug 29, 2012
Qualcomm products mentioned within this post are offered by Qualcomm Technologies, Inc. and/or its subsidiaries.
When you need info from the web, do you reach for your smartphone or tablet? What about when you want to check in on Facebook? Watch a video? Book travel? Relax, we’re not asking you to make Sophie's Choice. It’s just that people tend to favor specific activities depending on what type of mobile device they have in their hands. A recent Keynote survey of more than 5,300 people (more than 3,000 smartphone users and nearly 2,000 tablet users) shed some light on what exactly what people are doing with their mobile devices.
In brief, the survey found that the top 5 activities for smartphones users are:
With tablets in hand, people tend to do the same things in a slightly different order of preference:
Watching videos on a tablet makes sense, as larger screens tend to make the viewing experience more enjoyable. And the fact that “finding local services” wasn’t among the top five things to do with a tablet suggests that people prefer navigation on their smartphones rather than lugging around a more “hefty” device.
We thought the real eye-opener of the survey—mobile industry take note—was the “top frustration” among smartphone and tablet users: They want a faster mobile web experience. Sixty-six percent of smartphone users surveyed said they wanted a site to load in less than four seconds (and just over a quarter of those smartphone users surveyed reported using 4G). Sixty percent of tablet users want a sub‐three second download. This common frustration among device users justifies the investments that leading operators and manufacturers are making in network optimizations and faster mobile processors, respectively.
Another survey that caught our eye came out from comScore. It sampled 6,000 U.S. tablet owners and categorized them into three types: iPad, Android, and Kindle Fire. (Even though the Kindle is based on Android, comScore chose to separate it from the other tablets based on Google's OS).
The survey revealed some interesting insights into tablet owners’ behavior:
So do the stats depict iPad owners as free-spending, superficial, playboys and playgirls? And are Android/Kindle owners price-conscious, art-hating, utilitarian types? Maybe, maybe not—we’re not going to judge people… but there are some definite Android and iPad user stereotypes.
Oh, one last thing. The comScore survey reported that all three groups agreed on the least important purchase consideration: recommendations from salespeople—our apologies to sales associates everywhere.