The way we communicate and consume information and services has changed beyond recognition, and a large part of this is because of the huge leaps in mobile technology. This presentation explores the implications of this channel shift for communication, government, society and business. This was presented at a King's College London / Ipsos MORI event on 18 June 2014. http://www.ipsos-mori.com/newsevents/events/124/Your-life-in-your-hands-living-our-lives-through-our-mobile-phones.aspx

1. © Ipsos MORI / King’s College London
Your life in your hands: living our lives through our
mobile phones
Welcome
18th June 2014 #KingsIpsosMORI

2. © Ipsos MORI / King’s College London
Your life in your hands: living our lives through our
mobile phones
Claire Emes, Head of Digital, Ipsos MORI
18th June 2014 #KingsIpsosMORI

3. © Ipsos MORI / King’s College London
The 2014 Swiss Army Knife

4. © Ipsos MORI / King’s College London
93%
93%
86%
84%
84%
84%
80%
77%
76%
76%
75%
75%
74%
74%
72%
71%
70%
70%
68%
62%
54%
6%
6%
9%
12%
14%
11%
16%
19%
20%
19%
22%
22%
21%
21%
24%
23%
24%
24%
25%
31%
41%
Turkey
China
Argentina
India
S Korea
Brazil
Russia
Total
Italy
Spain
France
Belgium
Germany
Poland
S Africa
Australia
Canada
US
Japan
GB
Sweden
GB less concerned by pace of change
93%
84%
84%
84%
80%
77%
76%
75%
74%
74%
72%
70%
68%
62%
54%
6%
12%
14%
11%
16%
19%
20%
22%
21%
21%
24%
24%
25%
31%
41%
China
India
S Korea
Brazil
Russia
Total
Italy
France
Germany
Poland
S Africa
US
Japan
GB
Sweden
Agree
Disagree
To what extent do
you agree or
disagree…?
The world today
is changing too
fast
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013

5. © Ipsos MORI / King’s College London
We are still conscious of feeling ‘left behind’
Agree
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
To what extent do
you agree or
disagree…?
I cannot keep up
with developments
in science and
technology
because the speed
of development is
too fast
44%
46%
41%
47%
37%
45%
49%
51%
46%
46%
46%
44%
Non-smartphone
owners
Smartphone
owners
55+
45-54
25-44
18-24
45% 46%Great Britain
overall
Disagree

6. © Ipsos MORI / King’s College London
Adoption of
mobile
technology

7. © Ipsos MORI / King’s College London
Smartphone ownership rising rapidly –
close to one in three now own one
% OWN
Base: circa 1,000 GB adults aged 15+ per wave Source: Ipsos MORI
37
64
1313
6
9
30
1
4
0%
10%
20%
30%
40%
50%
60%
70%
Q3' 11 Q4' 11 Q1 '12 Q2 '12 Q3 '12 Q4 '12 Q1 '13 Q2 '13 Q3'13 Q4'13 Q1'14 Q2'14
Any Smartphone
(net)
Windows
Tech Tracker

8. © Ipsos MORI / King’s College London
The innovation curve – smartphone adoption 2012
2.5%
Innovators
13.5%
Early
Adopters
34%
Early
Majority
34%
Late
Majority
16%
Laggards
Q2 2012
cf. Diffusion of innovations, Rogers
45% Smartphone ownership
Q2 2014
64% Smartphone ownership

9. © Ipsos MORI / King’s College London
Not everyone has access to the new technology…
% OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE: Q2 2012
Base: circa 4,000 GB adults aged 15+: Q4 2012/ Q1/Q2/Q3 2013
All 15-24 25-34 35-44 45-54 55-64 65+
Males 46 67 67 59 42 29 9
Males AB 55 84 67 79 66 44 14
Males C1 49 67 76 55 34 35 12
Males C2 44 72 80 51 34 18 2
Males DE 31 57 47 30 25 7 4
Females 36 71 65 43 32 17 2
Females AB 43 79 79 55 45 21 4
Females C1 43 81 68 43 42 20 5
Females C2 33 65 58 32 26 14 2
Females DE 25 59 55 31 11 10 -
70-100%50-69%0-49%
Tech Tracker

10. © Ipsos MORI / King’s College London
but the landscape is changing…
% OWN A SMARTPHONE BY GENDER AND SOCIAL GRADE: Q2 2014
Base: circa 4,000 GB adults aged 15+: Q4 2012/ Q1/Q2/Q3 2013
70-100%50-69%0-49%
All 15-24 25-34 35-44 45-54 55-64 65+
Males 63 83 84 80 68 47 21
Males AB 71 91 90 92 86 60 30
Males C1 70 87 89 88 66 47 26
Males C2 59 79 82 76 62 47 12
Males DE 50 78 76 55 48 25 11
Females 56 86 81 76 58 36 15
Females AB 66 94 89 85 70 47 34
Females C1 60 90 91 82 59 33 15
Females C2 50 85 70 69 49 40 6
Females DE 47 81 74 58 46 24 7
Tech Tracker

11. © Ipsos MORI / King’s College London
How
attached are
we to our
mobiles?

12. © Ipsos MORI / King’s College London
All: GB
Among owners, smartphones are valued more than
TV – attachment varies little by age
53%
39%
36%
27%
22%
38%
37%
42%
45%
42%
56+
46-55
36-45
26-35
16-25
And if you
couldn’t use or
access these
things any more,
which two or
three of these
would you miss
doing the most?
Base: All smartphone owners (667) online, 3-17 Sept 2013
List included: the internet,
desktop/laptop,
conventional radio, social
networking… and more.
All smartphone
users: GB 34%
41%
Smartphone TV

13. © Ipsos MORI / King’s College London
And if you
couldn’t use or
access these
things any more,
which two or
three of these
would you miss
doing the most?
93%
93%
86%
84%
84%
84%
80%
77%
76%
76%
75%
75%
74%
74%
72%
71%
70%
70%
68%
62%
54%
6%
6%
9%
12%
14%
11%
16%
19%
20%
19%
22%
22%
21%
21%
24%
23%
24%
24%
25%
31%
41%
Turkey
China
Argentina
India
S Korea
Brazil
Russia
Total
Italy
Spain
France
Belgium
Germany
Poland
S Africa
Australia
Canada
US
Japan
GB
Sweden
Out of all our means of technology and entertainment,
smartphones would be sorely missed.
56%
54%
49%
49%
46%
45%
44%
41%
41%
40%
39%
39%
37%
33%
33%
S.Africa
S.Korea
China
the US
Russia
Japan
India
GB
Total
Sweden
Germany
France
Italy
Poland
Brazil
% Smartphone
Base: 16,039 adults across 20 countries (1,000 GB), online, 3-17 Sept 2013
List included: the internet,
desktop/laptop, conventional
radio, social networking… and
more.

14. © Ipsos MORI / King’s College London
Are we too dependent?

15. © Ipsos MORI / King’s College London
Are we too dependent?
“I cannot live
without my
smartphone, if I left
it at home on way
to work I would
actually be late for
work and go back
for it”
“I had to drive
home without a
phone (which I
really don’t like
doing, as if I break
down or get lost,
there is no phone
to ring for help or
to get directions
with).”
“It felt like part of me
was lost, it was a
nightmare. I could
never do it again”
Ipsos MORI/Ofcom Young People and Comms

16. © Ipsos MORI / King’s College London
Are we too dependent?
“Been out for
dinner so avoided
my phone for the
past few hours…
…that said, now
I'm back, already
checked
Facebook and
replied to the
missed messages
on WhatsApp.”
“I think face to
face contact is
really important
because it helps
you develop
proper social
skills…I couldn’t
get to know
someone properly
online I would
have to be with
them in person.”
Ipsos MORI/Ofcom Young People and Comms

17. © Ipsos MORI / King’s College London
Are we
making the
most of it?

18. © Ipsos MORI / King’s College London
Not everyone uses smartphones to their full potential
No phone SmartphoneFeature phone
only
Text and
calls only
Using more advanced
features on their
smartphones: eg online
banking, augmented reality,
full use of TV on demand
Using above average
features: eg purchasing
online, video calls,
gambling
Using basic ‘smart’
features: eg browsing,
camera, music, email
Basic additional
features: camera and
music
Base: All GB (1,000) online, 3-17 Sept 2013

19. © Ipsos MORI / King’s College London
83
42 42
61
36
33
49
0
10
20
30
40
50
60
70
80
90
100 Highest global score
Lowest global score
Use of mobile technology is also cultural
% mobile owners doing each of the
following
GB
Japan
14
64
Base: All mobile owners (880 in GB and 838 in Japan) online, 3-17 Sept 2013

20. © Ipsos MORI / King’s College London
So what
does this all
mean?

21. © Ipsos MORI / King’s College London
We’re changing the way we do research

22. © Ipsos MORI / King’s College London
Many other businesses are also responding

23. © Ipsos MORI / King’s College London
So is government

24. © Ipsos MORI / King’s College London
But don’t leave people behind

25. © Ipsos MORI / King’s College London
Your life in your hands: living our lives through our
mobile phones
Questions
18th June 2014 #KingsIpsosMORI