All Smartphone Owners Aren't Created Equal

InsightExpress is out with some Q4 data collected during late October and early November from roughly 1,300 US survey respondents. There's a terrific QR discussion and set of case studies that I won't talk about in this post, but you can get the entire document here.

The survey showed 41% of respondents owned smartphones; Nielsen recently said that its surveys show the number to be 44%. InsightExpress then segmented smartphone users by activity level, which was generally correlated to age and device type.

Screen shot 2011-12-01 at 11.51.21 AM

It found there were four main categories of smartphone users, by increasing level of activity:

  • Those that only use mobile for phone calls on a daily basis (Only Phone group)
  • Those that do 1 or 2 activities in addition to phone calls on a daily basis (1 or 2 Activities group)
  • Those that do 3, 4, or 5 activities in addition to phone calls on a daily basis (3-5 Activities group)
  • Those that do 6 or more activities in addition to phone calls on a daily basis (6 or More Activities group)

The survey also found that 58% of those in the "6 or more" highest engagement category were 18-29 years old, while 33% of those in the "only phone" group were over 50. This makes intuitive sense, although smartphone owners have skewed older and more affluent than other types of digital consumers, at least in the past. 

In terms of devices, what InsightExpress found is that those in the "1 or 2 activities a day" category are more likely to be Windows owners (it's not clear if this includes the new Windows Phones). Smartphone owners reporting mid-level activity (3, 4 and 5) tended to own BlackBerry devices. 

Android and iPhones were more typically owned by those in the highest engagement category: "6 or more activities" per day.

Screen shot 2011-12-01 at 11.51.34 AM