Deloitte Survey Reveals Mobile Trends

According to a new Deloitte studdy, American consumers looking at their smartphones in the aggregate eight billion times per day and increasingly doing so while engaged in other activities like watching television, shopping, and even while talking to friends and family.

Among other findings of Deloitte’s 2015 Global Mobile Consumer Survey:

• Sixty one percent of American consumers indicate that they sometimes, if not often, use their smartphone while out shopping.
• Forty seven percent of consumers use their smartphones while talking to friends and family.
• More than one-third of all consumers use their smartphones predominately without the prompt of an incoming message or alert.
• Contrary to common trending, the youngest demographic, age 18 to 24, didn’t report the most mobile phone use while watching television “at least occasionally”—those aged 25 to 34 took the top spot.
• Text messages replaced checking emails as the first thing people do on their smartphones every day at 31 percent vs. 24 percent respectively; in fact, emails experienced the largest year over year decline of any activity.

Additionally, consumers show no signs of switching off, regardless of other activities. For example:

• Upon waking, 17 percent of smartphone owners, check their phones immediately, up from 14 percent a year ago, while 43 percent of consumers check their phones within five minutes, up from 39 percent a year ago.
• When it comes to bedtime, 13 percent of smartphone users look at their phone immediately before preparing to sleep, while 33 percent check their phones within five minutes before going to sleep.
• Four percent of consumers in the US look at their phones more than 200 times a day.
• Nearly half (48 percent) of consumers check their phones up to 25 times per day.
• Ninety seven percent of smartphone owners have used their phone at least once to take a photo and 74 percent to share. Interestingly, the most intense photo takers are either young (between ages of 18 to 24), or female smartphone owners who take and share photos daily.

The use of mobile devices to make in-store payments has nearly quadrupled over last year, with an increase from five percent in 2014 to 18 percent today, Deloitte adds. The research shows:

• The 25 to 34 year old demographic is driving the majority of mPayments activity for in-store purchases at 36 percent.
• The most popular uses of mobile payments were for public parking (19 percent), gas station purchases (18 percent), coffee shops and fast food dining (17 percent each).
• At the same time, mPayments remains a large untapped opportunity, with half of consumers citing that they don’t view mobile in-store payments as secure enough. Moreover, 36 percent of consumers simply do not see any benefits to using mobile phones for in-store payments.

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