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2012년 스마트폰이용실태조사

2012. 12
2012년 스마트폰이용실태조사

참 여 연 구 원: 임재영 실장
유지열 팀장
장세정 책임연구원
김민영 주임연구원
유재민 연구원
서

문

안녕하십니까? 한국인터넷진흥원 원장 이기주입니다.
우리나라는 스마트폰이 본격적으로 보급된 지 3년 지난
2012년 현재 스마트폰 3천만 시대를 맞이하였습니다. 특
히 국내기업의 스마트폰이 세계시장 점유율 26...
이 용 자 를 위 하 여

1. 통계표와 도표내의 숫자는 반올림되었으므로 세부 항목의 합이 전체 합계와 일치하지
않을 수 있음
2. 통계표 중 사용된 기호의 뜻은 다음과 같음
- : 해당숫자 없음

0 : 단위 미만

...
제1편 2012년 상반기 스마트폰이용실태조사
제1장 조사개요 ································ 1
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1. 스마트폰을 통한 최근 인터넷 이용 시기 ·················...
1. 스마트폰을 통한 SNS 이용 현황 ······················································································· 43
가. 스마트폰을 ...
8. 스마트폰을 통한 모바일 클라우드 서비스 이용 현황 ························································· 61
가. 모바일 클라우드 서비스 인지도 ··········...
제2편 2012년 하반기 스마트폰이용실태조사
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1. 스마트폰을 통한 최근 인터넷 이용 시기 ·················...
가. 스마트폰을 통한 SNS 이용 경험 ··························································································· 107
나. 스...
라. 스마트폰 광고 관련 행동 및 인식 ·························································································· 126

8. 스...
<부록1> 설문지 ······························ 133
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1. 2012년 상반기 스마...
제1편 2012년 상반기 스마트폰이용실태조사
<그림2-1> 스마트폰 이용 기간 ··············································································...
<그림5-5> 기본요금 이외 추가 요금 지출 경험 - 스마트폰 전용 정액요금제 이용자 ····························· 37
<그림5-6> 기본요금 이외 월평균 추가 요금 지출 비용
-스마트폰 정액요...
<그림7-20> 스마트폰 주식거래 이용 빈도 - 스마트폰 주식거래 경험자 ················································ 54
<그림7-21> 이용 스마트폰 금융서비스 종류(복수응...
제2편 2012년 하반기 스마트폰이용실태조사
<그림2-1> 스마트폰 이용 기간 ··············································································...
<그림5-7> LTE 전용 정액요금제 이용 만족도 - LTE 스마트폰 정액요금제 이용자 ······························ 101
<그림6-1> LTE 스마트폰 이용 여부 ···············...
<그림7-24> 스마트폰 금융서비스 경험 및 이용 의향(복수응답) ·························································· 121
<그림7-25> 스마트폰 뱅킹 이용 빈도...
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<표1-1> 표본 현황

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<표4-4> 성․연령별 1인 평균 현재 설치된 모바일앱 및 주이용 모바일앱 개수 ······································· 95
<표4-5> 성․연령별 주이용 모바일앱 유형(복수응답) ···...
제1편

2012년 상반기 스마트폰이용실태조사
제1장 조사개요
조
사
개
요

1. 조사 목적
전 세계적으로 스마트폰이 단기간에 급속한 성장세를 보이며 사회 전반으로 빠르
게 확산됨에 따라 구체적인 스마트폰 이용 환경과 이용 행태 등을 파악하고 전망
할 수 있는 통...
2012년 상반기 스마트폰 이용실태조사

2. 조사 내용 및 범위
본 조사는 스마트폰 단말기 이용행태, 모바일앱 및 인터넷 이용현황, SNS, 광고,
모바일 인스턴트 메신저, 모바일 인터넷전화, 모바일 쇼핑, 금융서비스...
3. 주요 용어 및 정의
조
사
개
요

스마트폰 : 일반 PC와 같이 고기능의 범용 운영체제(OS)를 탑재하여 다양한
모바일앱(Mobile App.)을 자유롭게 설치ㆍ동작시킬 수 있는 고기
능 휴대폰으로 ‘손 안의 P...
2012년 상반기 스마트폰 이용실태조사

NFC(근거리 무선통신) 서비스
: NFC(Near Field Communication) 기능이 지원되는 무선단말기를 인식장치
(결제기, 태그, 무선단말기 등)에 가져다 대는 것...
5. 표본 설계
조
사
개
요

가. 모집단
모집단 : 국내 만12-59세 스마트폰 이용자
모집단 자료
: ‘2011년 인터넷이용실태조사(방송통신위원회ㆍ한국인터넷진흥원)’ 결과, 스마트폰 이용자수

나. 표본할당
개요 ...
2012년 상반기 스마트폰 이용실태조사

6. 실 사
조사 기간 : 2012. 5. 31 - 2012. 6. 9(10일간)
조사 기준 시점 : 2012. 5. 30
조사 대상 : 국내 만12-59세 스마트폰 이용자
조사...
7. 자료 처리
조
사
개
요

가. 자료 검증 및 대체
실사 과정에서 자료 검증
- 문항 간 논리성, 분기 흐름 등이 반영된 설문 프로그램을 개발ㆍ이용함으로써
무응답, 응답오류 등을 사전통제
- 응답자의 이메일 및 I...
2012년 상반기 스마트폰 이용실태조사

8. 추정 및 표본오차
가. 추정
최종 유효 표본수가 모집단 구성비와 다르기 때문에 이를 보정하기 위해 모비율을
추정하였으며, 모비율 산출 공식은 아래와 같음



전체...
9. 결과 발표
조
사
개
요

조사 결과는 특별한 사유가 없는 한 실사 후 2개월 이내에 공표하는 것을 원칙으로
하며, 결과 공표 후 2개월 이내에 최종 결과물을 한국인터넷진흥원 통계 홈페이지
(http://isis....
2012년 상반기 스마트폰 이용실태조사

제2장 스마트폰 단말기 이용 현황
1. 스마트폰 이용 기간
만 12-59세 스마트폰 이용자의 19.3%가 스마트폰을 이용한지 6개월 미만(1개월
미만 1.3%, 1-3개월 미만 ...
2. 스마트폰 이용 계기
스
마
트
폰
단
말
기
이
용
현
황

스마트폰 이용자의 주된 스마트폰 이용계기는 ‘다양한 응용 소프트웨어(모바일앱 등)를
이용하고 싶어서(69.1%)’인 것으로 나타났으며, 다음으로 ‘수시로...
2012년 상반기 스마트폰 이용실태조사

3. 스마트폰 선택 시 고려사항
스마트폰 이용자의 과반수가 스마트폰 단말기 선택 시 ‘디자인 및 단말기 크기
(59.9%)’와 ‘화면 크기 및 화질(55.0%)’, ‘단말기 가격...
4. 스마트폰 가입 명의자
스
마
트
폰
단
말
기
이
용
현
황

스마트폰 이용자의 대부분이 ‘본인 명의’로 스마트폰에 가입되어 있는 것으로
나타났으며, 8.2%는 ‘부모, 자녀 등 가족 명의로 가입’한 것으로 조사되...
2012_스마트폰이용실태조사_한국인터넷진흥원
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2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
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2012_스마트폰이용실태조사_한국인터넷진흥원
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2012_스마트폰이용실태조사_한국인터넷진흥원
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2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
2012_스마트폰이용실태조사_한국인터넷진흥원
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2012_스마트폰이용실태조사_한국인터넷진흥원

한국인터넷진흥원에서 작성한 2012년 상하반기 스마트폰이용실태조사연구보고서입니다.

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2012_스마트폰이용실태조사_한국인터넷진흥원

  1. 1. 2012년 스마트폰이용실태조사 2012. 12
  2. 2. 2012년 스마트폰이용실태조사 참 여 연 구 원: 임재영 실장 유지열 팀장 장세정 책임연구원 김민영 주임연구원 유재민 연구원
  3. 3. 서 문 안녕하십니까? 한국인터넷진흥원 원장 이기주입니다. 우리나라는 스마트폰이 본격적으로 보급된 지 3년 지난 2012년 현재 스마트폰 3천만 시대를 맞이하였습니다. 특 히 국내기업의 스마트폰이 세계시장 점유율 26.2% 이상 을 차지하여 IT산업 수출 효자상품으로 급부상하였습니 다. 이제 우리나라가 스마트강국 자리를 더욱 굳혀 갈 수 있도록 보다 적극적인 노력을 기울여야 할 때입니다. 세계 최고의 인터넷 전문기관, 정보보호 전문기관을 지향하는 한국인터넷진 흥원에서는 급격하게 변화하는 국내 스마트폰 이용 환경과 이용 현황을 파악 하기 위해 상․하반기에 걸쳐 연 2회 ‘스마트폰이용실태조사’를 실시하고 있 습니다. 상반기 조사 결과, 스마트폰 이용자의 58% 이상이 모바일 쇼핑 또는 뱅킹을 이용하고 있는 것으로 나타나 스마트폰을 통한 경제활동이 더욱 활발 해지는 것으로 조사되었습니다. 하반기 조사에서는 4세대 이동통신인 LTE 스 마트폰 이용자가 급격히 증가하여 전체 스마트폰 이용자의 44.6%로 나타나, LTE 스마트폰 시대가 본격적으로 개막한 것으로 조사됐습니다. 스마트폰을 통한 신규 서비스는 인지도 뿐 아니라 이용 경험도 증가하여 일상생활에 대 한 스마트폰 영향력이 높아질 것으로 전망됩니다. 끝으로 본 조사의 결과가 스마트폰, 스마트패드 등 스마트기기로 대표되는 스마트강국으로의 도약에 기여하고 선진적인 스마트폰 및 인터넷 문화 정착 을 위한 정부 정책 수립과 업계의 비즈니스 모델 개발, 학계의 연구 활동 등 우리나라 인터넷 발전을 위한 기초자료로 널리 활용되기를 기대합니다. 2012년 12월 한국인터넷진흥원 원장 이 기 주
  4. 4. 이 용 자 를 위 하 여 1. 통계표와 도표내의 숫자는 반올림되었으므로 세부 항목의 합이 전체 합계와 일치하지 않을 수 있음 2. 통계표 중 사용된 기호의 뜻은 다음과 같음 - : 해당숫자 없음 0 : 단위 미만 3. 본 보고서의 내용을 인용할 때에는 반드시 방송통신위원회와 한국인터넷진흥원의 자료임을 밝혀야 함 4. 복수응답은 한 개 이상(1-3순위 또는 모두 선택)을 응답한 결과치를 집계(비가중)한 결과임
  5. 5. 제1편 2012년 상반기 스마트폰이용실태조사 제1장 조사개요 ································ 1 ································ ································ 1. 조사 목적 ·························································································································· 1 2. 조사 내용 및 범위 ············································································································· 2 3. 주요 용어 및 정의 ············································································································· 3 4. 조사 체계 ·························································································································· 4 5. 표본 설계 ·························································································································· 5 가. 모집단 ······································································································································ 5 나. 표본 할당 ································································································································· 5 다. 표본 추출 ································································································································· 5 6. 실 사 ································································································································· 6 7. 자료 처리 ·························································································································· 7 가. 자료 검증 및 대체 ···················································································································· 7 나. 자료 입력 및 분석 ···················································································································· 7 8. 추정 및 표본오차 ··············································································································· 8 가. 추 정 ········································································································································ 8 나. 표본오차 ··································································································································· 8 9. 결과 발표 ·························································································································· 9 10. 표본 현황 ························································································································ 9 제2장 스마트폰 단말기 이용 현황 ····················· 10 ····················· ····················· 1. 스마트폰 이용 기간 ·········································································································· 10 2. 스마트폰 이용 계기 ·········································································································· 11 3. 스마트폰 선택 시 고려사항 ······························································································ 12 4. 스마트폰 가입 명의자 ······································································································ 13 5. 스마트폰 이용 시간 ·········································································································· 14 6. 스마트폰 기능별 이용 비중 ······························································································ 15 7. 스마트폰 서비스 이용 현황 ······························································································ 16 8. 스마트폰 이용 후 다른 단말기 이용량 변화 ······································································ 18 9. 스마트폰 이용 후 일상생활 변화 ······················································································ 19 10. 스마트폰 이용 과몰입 관련 행동 및 인식 ······································································· 20 - I - 1
  6. 6. 제3장 스마트폰을 통한 인터넷 이용 현황 ················· 21 ················· ················· 1. 스마트폰을 통한 최근 인터넷 이용 시기 ··········································································· 21 2. 스마트폰을 통한 인터넷 이용 빈도 ··················································································· 22 3. 스마트폰을 통한 인터넷 이용 시간 ··················································································· 23 4. 스마트폰을 통한 인터넷 접속 경로 ··················································································· 24 5. 스마트폰을 통한 인터넷 접속 방법 ··················································································· 25 제4장 모바일앱 이용 현황 ························· 26 ························· ························· 1. 최근 모바일앱 다운로드 시기 ··························································································· 26 2. 모바일앱 다운로드 빈도 ··································································································· 27 3. 모바일앱 다운로드 개수 ··································································································· 28 4. 다운로드 받는 모바일앱 유형 ··························································································· 30 5. 현재 설치된 모바일앱 및 주이용 모바일앱 수 ··································································· 32 6. 주이용 모바일앱 유형 ······································································································ 33 제5장 스마트폰 전용 정액요금제 이용 현황 ················ 35 ················ ················ 1. 스마트폰 정액요금제 가입 여부 및 요금제 종류 ································································ 35 2. LTE 스마트폰 및 청소년 전용 스마트폰 정액요금제 이용 현황 ·········································· 36 3. 스마트폰 전용 정액요금제 이외 추가 요금 지출 행태 ························································ 37 제6장 LTE 스마트폰 이용 현황 ·······················38 ······················· ······················ 1. LTE 스마트폰 인지도 ······································································································ 38 2. LTE 스마트폰 이용 여부 ································································································· 38 3. LTE 스마트폰 이용 계기 ································································································· 39 4. LTE 스마트폰을 통한 인터넷 접속 방법별 이용 비중 ······················································· 40 5. LTE 스마트폰을 통한 인터넷 이용 만족도 ······································································· 41 6. 향후 LTE 스마트폰 구입․교체 의향 시기 ·········································································· 41 7. LTE 스마트폰 관련 인식 ································································································· 42 제7장 주요 스마트폰 서비스 이용현황 ··················· 43 ··················· ··················· 2 - II -
  7. 7. 1. 스마트폰을 통한 SNS 이용 현황 ······················································································· 43 가. 스마트폰을 통한 SNS 이용 경험 ····························································································· 43 나. 스마트폰을 통한 SNS 이용 빈도 ····························································································· 44 다. 스마트폰을 통한 SNS 이용 시간 ····························································································· 44 라. 스마트폰을 통한 SNS 이용 목적 ····························································································· 45 마. 스마트폰을 통한 SNS 활동 유형 ····························································································· 45 바. 스마트폰 SNS에 대한 인식 ······································································································ 46 2. 스마트폰을 통한 모바일 인스턴트 메신저 이용 현황 ························································· 47 가. 스마트폰을 통한 모바일 인스턴트 메신저 이용 경험 ································································ 47 나. 스마트폰을 통한 모바일 인스턴트 메신저 이용 빈도 ································································ 47 다. 모바일 인스턴트 메신저 사용에 따른 스마트폰 이용량 변화 ····················································· 48 3. 스마트폰을 통한 모바일 인터넷전화 이용 현황 ································································· 49 가. 스마트폰을 통한 모바일 인터넷전화 이용 경험 ········································································ 49 나. 스마트폰 모바일 인터넷전화 이용 빈도 및 시간 ······································································· 49 다. 모바일 인터넷전화 사용에 따른 스마트폰 이용량 변화 ····························································· 50 4. 스마트폰을 통한 모바일쇼핑 이용 현황 ············································································· 51 가. 스마트폰을 통한 모바일쇼핑 관련 활동 ···················································································· 51 나. 스마트폰을 통한 모바일쇼핑 시 결제 방법 ··············································································· 51 다. 스마트폰을 통한 모바일쇼핑 구매 품목 ···················································································· 52 5. 스마트폰을 통한 금융서비스 이용 현황 ············································································· 53 가. 스마트폰을 통한 금융서비스 이용 경험 및 의향 ······································································· 53 나. 스마트폰 금융서비스 이용 빈도 ······························································································· 53 다. 이용 스마트폰 금융서비스 종류 ······························································································· 54 6. 스마트폰 광고 이용 현황 ·································································································· 55 가. 스마트폰 광고 유형별 이용 현황 ····························································································· 55 나. 스마트폰 광고 업종별 이용 현황 ····························································································· 56 다. 스마트폰 광고 내용 확인 이유 ································································································ 56 라. 스마트폰 광고 관련 행동 및 인식 ···························································································· 57 7. 스마트폰을 통한 NFC 서비스 이용 현황 ··········································································· 58 가. NFC 인지도 ···························································································································· 58 나. 스마트폰 NFC 서비스 유형별 이용 경험 ·················································································· 59 다. NFC 서비스 이용 시 불편 사항 ······························································································· 59 라. 향후 NFC 서비스 이용 의향 ···································································································· 60 - III - 3
  8. 8. 8. 스마트폰을 통한 모바일 클라우드 서비스 이용 현황 ························································· 61 가. 모바일 클라우드 서비스 인지도 ······························································································· 61 나. 모바일 클라우드 서비스 이용 경험 ·························································································· 61 다. 모바일 클라우드 서비스 이용 이유 ·························································································· 62 라. 향후 모바일 클라우드 서비스 이용 의향 ·················································································· 62 제8장 스마트폰 이용 만족도 ························ 63 ························ ························ 4 - IV -
  9. 9. 제2편 2012년 하반기 스마트폰이용실태조사 제1장 조사개요 ······························· 67 ······························· ······························ 1. 조사 목적 ························································································································ 67 2. 조사 내용 및 범위 ··········································································································· 68 3. 주요 용어 및 정의 ··········································································································· 69 4. 조사 체계 ························································································································ 70 5. 표본 설계 ························································································································ 71 가. 모집단 ···································································································································· 71 나. 표본할당 ································································································································· 71 다. 표본추출 ································································································································· 71 6. 실 사 ······························································································································· 72 7. 자료 처리 ························································································································ 72 가. 자료 검증 및 대체 ·················································································································· 72 나. 자료 입력 및 분석 ·················································································································· 72 8. 추정 및 표본오차 ············································································································· 73 가. 추정 ······································································································································· 73 나. 표본오차 ································································································································· 73 9. 결과 발표 ························································································································ 74 10. 표본 현황 ······················································································································ 74 제2장 스마트폰 단말기 이용 현황 ····················· 75 ····················· ····················· 1. 스마트폰 이용 기간 ·········································································································· 75 2. 현재 이용하는 스마트폰 구입시기 ····················································································· 76 3. 스마트폰 이용 계기 ·········································································································· 77 4. 스마트폰 선택 시 고려사항 ······························································································ 78 5. 스마트폰 기능별 이용 비중 ······························································································ 79 6. 스마트폰 서비스 이용 현황 ······························································································ 80 7. 스마트폰 이용 후 일상생활 변화 ······················································································ 82 8. 스마트폰 이용 과몰입 관련 행동 및 인식 ········································································· 83 - V - 5
  10. 10. 제3장 스마트폰을 통한 인터넷 이용 현황 ················· 84 ················· ················· 1. 스마트폰을 통한 최근 인터넷 이용 시기 ··········································································· 84 2. 스마트폰을 통한 인터넷 이용 빈도 ··················································································· 85 3. 스마트폰을 통한 인터넷 이용 시간 ··················································································· 86 4. 스마트폰을 통한 인터넷 접속 경로 ··················································································· 87 5. 스마트폰을 통한 인터넷 접속 방법 ··················································································· 88 제4장 모바일앱 다운로드 현황 ······················· 89 ······················· ······················· 1. 최근 모바일앱 다운로드 시기 ··························································································· 89 2. 모바일앱 다운로드 빈도 ··································································································· 90 3. 모바일앱 다운로드 개수 ··································································································· 91 4. 다운로드 받는 모바일앱 유형 ··························································································· 93 5. 현재 설치된 모바일앱 및 주이용 모바일앱 수 ··································································· 95 6. 주이용 모바일앱 유형 ······································································································ 96 제5장 스마트폰 전용 정액요금제 이용 현황 ················ 98 ················ ················ 1. 스마트폰 정액요금제 가입 여부 및 요금제 종류 ································································ 98 2. LTE 스마트폰 및 청소년 전용 스마트폰 정액요금제 이용 현황 ·········································· 99 3. 스마트폰 전용 정액요금제 이외 추가 요금 지출 행태 ······················································ 100 4. LTE 전용 요금제 이용 만족도 ························································································ 101 제6장 LTE 스마트폰 이용 현황 ······················102 ····················· ····················· 1. LTE 스마트폰 이용 여부 ······························································································· 102 2. LTE 스마트폰 이용 계기 ······························································································· 103 3. LTE 스마트폰을 통한 인터넷 접속 방법별 이용 비중 ····················································· 104 4. 향후 LTE 스마트폰 구입․교체 의향 시기 ········································································ 105 5. LTE 스마트폰 관련 인식 ······························································································· 106 제7장 주요 스마트폰 서비스 이용 현황 ·················· 107 ·················· ················· 1. 스마트폰을 통한 SNS 이용 현황 ···················································································· 107 6 - VI -
  11. 11. 가. 스마트폰을 통한 SNS 이용 경험 ··························································································· 107 나. 스마트폰을 통한 SNS 이용 빈도 ··························································································· 108 다. 스마트폰을 통한 SNS 이용 시간 ··························································································· 108 라. 스마트폰을 통한 SNS 이용 목적 ··························································································· 109 마. 스마트폰을 통한 SNS 활동 유형 ··························································································· 109 바. 스마트폰 SNS에 대한 인식 ···································································································· 110 2. 스마트폰을 통한 모바일 인스턴트 메신저 이용 현황 ······················································· 111 가. 스마트폰을 통한 모바일 인스턴트 메신저 이용 경험 ······························································ 111 나. 스마트폰을 통한 모바일 인스턴트 메신저 이용 빈도 ······························································ 111 다. 모바일 인스턴트 메신저 사용에 따른 스마트폰 이용량 변화 ··················································· 112 3. 스마트폰을 통한 모바일 인터넷전화 이용 현황 ······························································· 113 가. 스마트폰을 통한 모바일 인터넷전화 이용 경험 ······································································ 113 나. 스마트폰 모바일 인터넷전화 이용 빈도 및 시간 ····································································· 113 다. 모바일 인터넷전화 사용에 따른 스마트폰 이용량 변화 ··························································· 114 4. 스마트폰을 통한 SNG 이용현황 ····················································································· 115 가. SNG(소셜네트워크게임) 인지도 ····························································································· 115 나. 스마트폰을 통한 SNG 이용경험 ···························································································· 115 다. 스마트폰을 통한 SNG 이용 시간 ··························································································· 116 라. 스마트폰을 통한 SNG 이용 빈도 ··························································································· 116 마. 스마트폰을 통한 SNG 이용 이유 ··························································································· 117 바. 스마트폰 SNG 관련 행동 및 인식 ························································································· 118 5. 스마트폰을 통한 모바일쇼핑 이용 현황 ··········································································· 119 가. 스마트폰을 통한 모바일쇼핑 관련 활동 ·················································································· 119 나. 스마트폰을 통한 모바일쇼핑 시 결제 방법 ············································································· 119 다. 스마트폰을 통한 모바일쇼핑 구매 품목 ·················································································· 120 6. 스마트폰 금융 서비스 이용 현황 ···················································································· 121 가. 스마트폰을 통한 금융서비스 이용 경험 및 의향 ····································································· 121 나. 스마트폰 금융서비스 이용 빈도 ····························································································· 121 다. 이용 스마트폰 금융서비스 종류 ····························································································· 122 7. 스마트폰 광고 이용 현황 ································································································ 124 가. 스마트폰 광고 유형별 이용 현황 ··························································································· 124 나. 스마트폰 광고 업종별 이용 현황 ··························································································· 125 다. 스마트폰 광고 내용 확인 이유 ······························································································ 125 - VII - 7
  12. 12. 라. 스마트폰 광고 관련 행동 및 인식 ·························································································· 126 8. 스마트폰을 통한 NFC 서비스 이용 현황 ········································································· 127 가. NFC 인지도 ·························································································································· 127 나. 스마트폰 NFC 서비스 유형별 이용 경험 ················································································ 128 다. 향후 NFC 서비스 이용 의향 ·································································································· 128 9. 스마트폰을 통한 모바일 클라우드 서비스 이용 현황 ······················································· 129 가. 모바일 클라우드 서비스 인지도 ····························································································· 129 나. 모바일 클라우드 서비스 이용 경험 ························································································ 129 다. 모바일 클라우드 서비스 이용 이유 ························································································ 130 제8장 스마트폰 이용 만족도 ························131 ······················· ······················· 8 - VIII -
  13. 13. <부록1> 설문지 ······························ 133 ······························ ······························ 1. 2012년 상반기 스마트폰이용실태조사 ············································································ 135 2. 2012년 하반기 스마트폰이용실태조사 ············································································ 153 <부록2> 통계표 ······························ 173 ······························ ······························ 1. 2012년 상반기 스마트폰이용실태조사 ············································································ 189 2. 2012년 하반기 스마트폰이용실태조사 ············································································ 331 - IX - 9
  14. 14. 제1편 2012년 상반기 스마트폰이용실태조사 <그림2-1> 스마트폰 이용 기간 ············································································································ 10 <그림2-2> 스마트폰 이용 계기(복수응답) ····························································································· 11 <그림2-3> 스마트폰 선택 시 고려사항(복수응답) ················································································· 12 <그림2-4> 스마트폰 가입 명의자 ········································································································· 13 <그림2-5> 일평균 스마트폰 이용 시간 ································································································· 14 <그림2-6> 스마트폰 기능별 이용 비중 ································································································· 15 <그림2-7> 스마트폰 서비스 이용 현황(상위 13개) (복수응답) ······························································ 16 <그림2-8> 스마트폰 이용 후 다른 단말기 이용량 변화 - 스마트폰 이용자 중 각 단말기 보유자 ················ 18 <그림2-9> 스마트폰 이용 후 일상생활 변화 ························································································ 19 <그림2-10> 스마트폰 이용 과몰입 관련 행동 및 인식 ········································································· 20 <그림3-1> 스마트폰을 통한 최근 인터넷 이용 시기 ············································································· 21 <그림3-2> 성․연령별 최근 1개월 이내 스마트폰을 통한 인터넷 이용자 ················································· 21 <그림3-3> 스마트폰을 통한 인터넷 이용 빈도 - 스마트폰을 통한 인터넷 이용자 ·································· 22 <그림3-4> 스마트폰을 통한 일평균 인터넷 이용 시간 - 스마트폰을 통한 인터넷 이용자 ······················· 23 <그림3-5> 스마트폰을 통한 주된 인터넷 접속 경로 - 스마트폰을 통한 인터넷 이용자 ·························· 24 <그림3-6> 스마트폰을 통한 주선호 인터넷 접속 방법 - 스마트폰을 통한 인터넷 이용자 ······················· 25 <그림3-7> 스마트폰을 통한 주이용 인터넷 접속 방법 - 스마트폰을 통한 인터넷 이용자 ······················· 25 <그림4-1> 최근 모바일앱 다운로드 시기 ····························································································· 26 <그림4-2> 성ㆍ연령별 최근 1개월 이내 모바일앱 다운로드 이용자 ······················································ 26 <그림4-3> 모바일앱 다운로드 빈도 - 모바일앱 다운로드 이용자 ·························································· 27 <그림4-4> 주평균 다운로드 모바일앱 개수 - 모바일앱 다운로드 이용자 ··············································· 28 <그림4-5> 월평균 유료 모바일앱 구입 시 지출 비용 - 유료 모바일앱 다운로드 이용자 ······················ 29 <그림4-6> 다운로드 받는 모바일앱 유형(복수응답) - 모바일앱 다운로드 이용자 ··································· 30 <그림4-7> 1인 평균 현재 설치된 모바일앱 및 주이용 모바일앱 개수 ··················································· 32 <그림4-8> 주이용 모바일앱 유형(복수응답) ························································································· 33 <그림5-1> 스마트폰 전용 정액요금제 이용 여부 ·················································································· 35 <그림5-2> 기본 요금에 따른 스마트폰 전용 정액요금제 종류 - 스마트폰 전용 정액요금제 이용자 ················································································ 35 <그림5-3> LTE 스마트폰 전용 정액요금제 이용 현황 - LTE 스마트폰 이용자 ······································· 36 <그림5-4> 청소년 전용 스마트폰 정액요금제 이용 현황 - 19세 미만 스마트폰 이용자 ························· 36 - XI - 11
  15. 15. <그림5-5> 기본요금 이외 추가 요금 지출 경험 - 스마트폰 전용 정액요금제 이용자 ····························· 37 <그림5-6> 기본요금 이외 월평균 추가 요금 지출 비용 -스마트폰 정액요금제 이용자 중 추가 요금 지출 경험자 ··············································· 37 <그림6-1> LTE 스마트폰 인지도 ·········································································································· 38 <그림6-2> LTE 스마트폰 이용 여부 ····································································································· 38 <그림6-3> LTE 스마트폰 이용 계기(복수응답) - LTE 스마트폰 이용자 ·················································· 39 <그림6-4> LTE 스마트폰을 통한 인터넷 접속 방법별 이용 비중 - LTE 스마트폰 이용자 ······················· 40 <그림6-5> LTE를 통한 인터넷 이용 만족도 - LTE 스마트폰 이용자 중 LTE 이용자 ······························ 41 <그림6-6> 향후 LTE 스마트폰 구입 및 교체 시기 ················································································ 41 <그림6-7> LTE 스마트폰 관련 인식 ····································································································· 42 <그림7-1> 스마트폰을 통한 SNS 이용 경험 ························································································· 43 <그림7-2> 스마트폰을 통한 SNS 이용 빈도 - 스마트폰을 통한 SNS 경험자 ········································· 44 <그림7-3> 스마트폰을 통한 일평균 SNS 이용 시간 - 스마트폰을 통한 SNS 경험자 ····························· 44 <그림7-4> 스마트폰을 통한 SNS 이용 목적(복수응답) - 스마트폰을 통한 SNS 경험자 ························· 45 <그림7-5> 스마트폰을 통한 SNS 활동 유형(복수응답) - 스마트폰을 통한 SNS 경험자 ························· 45 <그림7-6> 스마트폰 SNS에 대한 인식 - 스마트폰 SNS 경험자 ···························································· 46 <그림7-7> 스마트폰을 통한 모바일 인스턴트 메신저 이용 경험 ··························································· 47 <그림7-8> 스마트폰을 통한 모바일 인스턴트 메신저 이용 빈도 - 모바일 인스턴트 메신저 경험자 ················································································ 47 <그림7-9> 모바일 인스턴트 메신저 사용에 따른 통화 시간 변화 - 모바일 인스턴트 메신저 경험자 ·············· 48 <그림7-10> 모바일 인스턴트 메신저 사용에 따른 문자메시지 이용량 변화 - 모바일 인스턴트 메신저 경험자 ················································································ 48 <그림7-11> 스마트폰을 통한 모바일 인터넷전화 이용 경험 ·································································· 49 <그림7-12> 스마트폰을 통한 모바일 인터넷전화 이용 빈도 및 시간 - 모바일 인터넷전화 경험자 ·············· 49 <그림7-13> 모바일 인터넷전화 사용에 따른 통화 시간 변화 - 모바일 인터넷전화 경험자 ····················· 50 <그림7-14> 모바일 인터넷전화 사용에 따른 문자메시지 이용량 변화 - 모바일 인터넷전화 경험자 ············· 50 <그림7-15> 스마트폰을 통한 모바일쇼핑 관련 활동(복수응답) ······························································ 51 <그림7-16> 스마트폰을 통한 모바일쇼핑 시 결제 방법(복수응답) - 모바일쇼핑 경험자 ························· 51 <그림7-17> 스마트폰을 통한 모바일쇼핑 구매 품목(복수응답) - 모바일쇼핑 경험자 ······························ 52 <그림7-18> 스마트폰 금융서비스 경험 및 이용 의향(복수응답) ···························································· 53 <그림7-19> 스마트폰 뱅킹 이용 빈도 - 스마트폰 뱅킹 경험자 ····························································· 53 - XII -
  16. 16. <그림7-20> 스마트폰 주식거래 이용 빈도 - 스마트폰 주식거래 경험자 ················································ 54 <그림7-21> 이용 스마트폰 금융서비스 종류(복수응답) - 스마트폰 금융서비스 경험자 ·························· 54 <그림7-22> 스마트폰 광고 유형별 이용 현황 ······················································································ 55 <그림7-23> 스마트폰 광고 유형별 내용 확인 및 해당 상품․서비스 구매 경험(복수응답) - 스마트폰 광고 접한 경험자 ····················································································· 55 <그림7-24> 스마트폰 광고 업종별 이용 현황(복수응답) - 스마트폰 광고 접한 경험자 ························ 56 <그림7-25> 스마트폰 광고 내용 확인 이유(복수응답) - 스마트폰 광고 내용 확인 경험자 ····················· 56 <그림7-26> 스마트폰 광고 관련 행동 및 인식 - 스마트폰 광고 접한 경험자 ········································ 57 <그림7-27> 스마트폰 NFC 인지도 ····································································································· 58 <그림7-28> NFC 서비스 이용 가능 인지도 - NFC 지원 스마트폰 이용자 ········································· 58 <그림7-29> 스마트폰 NFC 서비스 유형별 이용 경험(복수응답) - NFC 지원 스마트폰 이용자 ··············· 59 <그림7-30> NFC 서비스 이용 시 불편 사항(복수응답) - NFC 서비스 이용자 ······································· 59 <그림7-31> 향후 NFC 서비스 이용 의향(복수응답) - NFC 서비스 비이용자 ········································· 60 <그림7-32> 모바일 클라우드 서비스 인지도 ························································································ 61 <그림7-33> 모바일 클라우드 서비스 이용 경험(복수응답) ···································································· 61 <그림7-34> 모바일 클라우드 서비스 이용 이유(복수응답) - 모바일 클라우드 서비스 이용자 ················· 62 <그림7-35> 향후 모바일 클라우드 서비스 이용 의향(복수응답) ···························································· 62 <그림8-1> 스마트폰 이용 만족도 ········································································································· 63 - XIII - 13
  17. 17. 제2편 2012년 하반기 스마트폰이용실태조사 <그림2-1> 스마트폰 이용 기간 ············································································································ 75 <그림2-2> 현재 이용하는 스마트폰 구입시기 ······················································································· 76 <그림2-3> 스마트폰 이용 계기(복수응답) ····························································································· 77 <그림2-4> 스마트폰 선택 시 고려사항(복수응답) ················································································· 78 <그림2-5> 스마트폰 기능별 이용 비중 ································································································· 79 <그림2-6> 스마트폰 서비스 이용 현황(상위 13개) (복수응답) ······························································ 80 <그림2-7> 스마트폰 이용 후 일상생활 변화 ························································································ 82 <그림2-8> 스마트폰 이용 과몰입 관련 행동 및 인식 ··········································································· 83 <그림3-1> 스마트폰을 통한 최근 인터넷 이용 시기 ············································································· 84 <그림3-2> 성․연령별 최근 1개월 이내 스마트폰을 통한 인터넷 이용자 ················································· 84 <그림3-3> 스마트폰을 통한 인터넷 이용 빈도 - 스마트폰을 통한 인터넷 이용자 ·································· 85 <그림3-4> 스마트폰을 통한 일평균 인터넷 이용 시간 - 스마트폰을 통한 인터넷 이용자 ······················· 86 <그림3-5> 스마트폰을 통한 주된 인터넷 접속 경로 - 스마트폰을 통한 인터넷 이용자 ·························· 87 <그림3-6> 스마트폰을 통한 주선호 인터넷 접속 방법 - 스마트폰을 통한 인터넷 이용자 ······················· 88 <그림3-7> 스마트폰을 통한 주이용 인터넷 접속 방법 - 스마트폰을 통한 인터넷 이용자 ······················· 88 <그림4-1> 최근 모바일앱 다운로드 시기 ····························································································· 89 <그림4-2> 성ㆍ연령별 최근 1개월 이내 모바일앱 다운로드 이용자 ······················································ 89 <그림4-3> 모바일앱 다운로드 빈도 - 모바일앱 다운로드 이용자 ·························································· 90 <그림4-4> 주평균 다운로드 모바일앱 개수 - 모바일앱 다운로드 이용자 ··············································· 91 <그림4-5> 월평균 유료 모바일앱 구입 시 지출 비용 - 유료 모바일앱 다운로드 이용자 ························ 92 <그림4-6> 다운로드 받는 모바일앱 유형(복수응답) - 모바일앱 다운로드 이용자 ··································· 93 <그림4-7> 1인 평균 현재 설치된 모바일앱 및 주이용 모바일앱 개수 ··················································· 95 <그림4-8> 주이용 모바일앱 유형(복수응답) ························································································· 96 <그림5-1> 스마트폰 전용 정액요금제 이용 여부 ·················································································· 98 <그림5-2> 기본요금에 따른 스마트폰 전용 정액요금제 종류 - 스마트폰 전용 정액요금제 이용자 ················ 98 <그림5-3> LTE 스마트폰 전용 정액요금제 이용 현황 - LTE 스마트폰 이용자 ······································· 99 <그림5-4> 청소년 전용 스마트폰 정액요금제 이용 현황 - 19세 미만 스마트폰 이용자 ························· 99 <그림5-5> 기본요금 이외 추가 요금 지출 경험 - 스마트폰 전용 정액요금제 이용자 ··························· 100 <그림5-6> 기본요금 이외 월평균 추가 요금 지출 비용 -스마트폰 정액요금제 이용자 중 추가 요금 지출 경험자 ················································ 100 14 - XIV -
  18. 18. <그림5-7> LTE 전용 정액요금제 이용 만족도 - LTE 스마트폰 정액요금제 이용자 ······························ 101 <그림6-1> LTE 스마트폰 이용 여부 ··································································································· 102 <그림6-2> LTE 스마트폰 이용 계기(복수응답) - LTE 스마트폰 이용자 ··············································· 103 <그림6-3> LTE 스마트폰을 통한 인터넷 접속 방법별 이용 비중 - LTE 스마트폰 이용자 ····················· 104 <그림6-4> 향후 LTE 스마트폰 구입 및 교체 시기 ·············································································· 105 <그림6-5> LTE 스마트폰 관련 인식 ··································································································· 106 <그림7-1> 스마트폰을 통한 SNS 이용 경험 ······················································································· 107 <그림7-2> 스마트폰을 통한 SNS 이용 빈도 - 스마트폰을 통한 SNS 경험자 ······································· 108 <그림7-3> 스마트폰을 통한 일평균 SNS 이용 시간 - 스마트폰을 통한 SNS 경험자 ··························· 108 <그림7-4> 스마트폰을 통한 SNS 이용 목적(복수응답) - 스마트폰을 통한 SNS 경험자 ······················· 109 <그림7-5> 스마트폰을 통한 SNS 활동 유형(복수응답) - 스마트폰을 통한 SNS 경험자 ······················· 109 <그림7-6> 스마트폰 SNS에 대한 인식 - 스마트폰 SNS 경험자 ·························································· 110 <그림7-7> 스마트폰을 통한 모바일 인스턴트 메신저 이용 경험 ························································· 111 <그림7-8> 스마트폰을 통한 모바일 인스턴트 메신저 이용 빈도 - 모바일 인스턴트 메신저 경험자 ················································································· 111 <그림7-9> 모바일 인스턴트 메신저 사용에 따른 통화 시간 변화 - 모바일 인스턴트 메신저 경험자 ················································································· 112 <그림7-10> 모바일 인스턴트 메신저 사용에 따른 문자메시지 이용량 변화 - 모바일 인스턴트 메신저 경험자 ··············································································· 112 <그림7-11> 스마트폰을 통한 모바일 인터넷전화 이용 경험 ······························································· 113 <그림7-12> 스마트폰을 통한 모바일 인터넷전화 이용 빈도 및 시간 - 모바일 인터넷전화 경험자 ············· 113 <그림7-13> 모바일 인터넷전화 사용에 따른 통화 시간 변화 - 모바일 인터넷전화 경험자 ·················· 114 <그림7-14> 모바일 인터넷전화 사용에 따른 문자메시지 이용량 변화 - 모바일 인터넷전화 경험자 ············· 114 <그림7-15> SNG 인지도 ·················································································································· 115 <그림7-16> 스마트폰을 통한 SNG 이용경험(복수응답) ······································································ 115 <그림7-17> 스마트폰을 통한 일평균 SNG 이용 시간 - 스마트폰을 통한 SNG 경험자 ························ 116 <그림7-18> 스마트폰을 통한 SNG 이용 빈도 - 스마트폰을 통한 SNG 경험자 ··································· 116 <그림7-19> 스마트폰을 통한 SNG 이용 이유(복수응답) - 스마트폰을 통한 SNG 경험자 ···················· 117 <그림7-20> 스마트폰 SNG에 대한 인식 - 스마트폰 SNG 경험자 ······················································ 118 <그림7-21>스마트폰을 통한 모바일쇼핑 관련 활동(복수응답) ····························································· 119 <그림7-22> 스마트폰을 통한 모바일쇼핑 시 결제 방법(복수응답) - 모바일쇼핑 경험자 ······················· 119 <그림7-23> 스마트폰을 통한 모바일쇼핑 구매 품목(복수응답) - 모바일쇼핑 경험자 ···························· 120 - XV - 15
  19. 19. <그림7-24> 스마트폰 금융서비스 경험 및 이용 의향(복수응답) ·························································· 121 <그림7-25> 스마트폰 뱅킹 이용 빈도 - 스마트폰 뱅킹 경험자 ··························································· 121 <그림7-26> 스마트폰 주식거래 이용 빈도 - 스마트폰 주식거래 경험자 ·············································· 122 <그림7-27> 이용 스마트폰 뱅킹 종류(복수응답) - 스마트폰 뱅킹 경험자 ············································ 122 <그림7-28> 이용 스마트폰 주식거래 종류(복수응답) - 스마트폰 주식거래 경험자 ······························· 123 <그림7-29> 스마트폰 광고 유형별 이용 현황 ···················································································· 124 <그림7-30> 스마트폰 광고 유형별 내용 확인 및 해당 상품․서비스 구매 경험(복수응답) - 스마트폰 광고 접한 경험자 ···················································································· 124 <그림7-31> 스마트폰 광고 업종별 이용 현황(복수응답) - 스마트폰 광고 접한 경험자 ······················ 125 <그림7-32> 스마트폰 광고 내용 확인 이유(복수응답)- 스마트폰 광고 내용 확인 경험자 ····················· 125 <그림7-33> 스마트폰 광고 관련 행동 및 인식 - 스마트폰 광고 접한 경험자 ······································ 126 <그림7-34> 스마트폰 NFC 인지도 ··································································································· 127 <그림7-35> NFC 서비스 이용 가능 인지도 - NFC 지원 스마트폰 이용자 ······································· 127 <그림7-36> 스마트폰 NFC 서비스 유형별 이용 경험(복수응답) - NFC 지원 스마트폰 이용자 ············· 128 <그림7-37> 향후 NFC 서비스 이용 의향(복수응답) - NFC 서비스 비이용자 ······································ 128 <그림7-38> 모바일 클라우드 서비스 인지도 ······················································································ 129 <그림7-39> 모바일 클라우드 서비스 이용 경험(복수응답) ·································································· 129 <그림7-40> 모바일 클라우드 서비스 이용 이유(복수응답) - 모바일 클라우드 서비스 이용자 ··············· 130 <그림8-1> 스마트폰 이용 만족도 ······································································································· 131 - XVI -
  20. 20. 제1편 2012년 상반기 스마트폰이용실태조사 <표1-1> 표본 현황 ··························································································································· 9 <표2-1> 성ㆍ연령별 스마트폰 이용 기간 ····························································································· 10 <표2-2> 성ㆍ연령별 스마트폰 선택 시 고려사항(복수응답) ··································································· 12 <표2-3> 성·연령별 스마트폰 가입 명의자 ···························································································· 13 <표2-4> 성·연령별 일평균 스마트폰 이용 시간 ···················································································· 14 <표2-5> 성·연령별 스마트폰 기능별 이용 비중 ···················································································· 15 <표2-6> 성ㆍ연령별 스마트폰 서비스 이용 현황(상위 13위)(복수응답) ················································· 17 <표3-1> 성ㆍ연령별 스마트폰을 통한 인터넷 이용 빈도 - 스마트폰을 통한 인터넷 이용자 ··················· 22 <표3-2> 성·연령별 스마트폰을 통한 일평균 인터넷 이용 시간 - 스마트폰을 통한 인터넷 이용자 ············· 23 <표3-3> 성·연령별 스마트폰을 통한 주된 인터넷 접속 경로 - 스마트폰을 통한 인터넷 이용자 ············· 24 <표4-1> 성ㆍ연령별 모바일앱 다운로드 빈도 - 모바일앱 다운로드 이용자 ············································ 27 <표4-2> 성·연령별 주평균 다운로드 모바일앱 개수 - 모바일앱 다운로드 이용자 ··································· 28 <표4-3> 성ㆍ연령별 다운로드 받는 모바일앱 유형(복수응답) - 모바일앱 다운로드 이용자 ···················· 31 <표4-4> 성․연령별 1인 평균 현재 설치된 모바일앱 및 주이용 모바일앱 개수 ······································· 32 <표4-5> 성․연령별 주이용 모바일앱 유형(복수응답) ·············································································· 34 <표6-1> 성·연령별 LTE 스마트폰 이용 계기(복수응답) - LTE 스마트폰 이용자 ····································· 39 <표6-2> 성·연령별 LTE 스마트폰을 통한 인터넷 접속 방법별 이용 비중 - LTE 스마트폰 이용자 ················ 40 제2편 2012년 하반기 스마트폰이용실태조사 <표1-1> 표본 현황 ························································································································ 74 <표2-1> 성ㆍ연령별 스마트폰 이용 기간 ····························································································· 75 <표2-2> 성ㆍ연령별 스마트폰 선택 시 고려사항(복수응답) ··································································· 78 <표2-3> 성·연령별 스마트폰 기능별 이용 비중 ···················································································· 79 <표2-4> 성ㆍ연령별 스마트폰 서비스 이용 현황(상위 13위)(복수응답) ················································· 81 <표3-1> 성ㆍ연령별 스마트폰을 통한 인터넷 이용 빈도 - 스마트폰을 통한 인터넷 이용자 ··················· 85 <표3-2> 성·연령별 스마트폰을 통한 일평균 인터넷 이용 시간 - 스마트폰을 통한 인터넷 이용자 ·············· 86 <표3-3> 성·연령별 스마트폰을 통한 주된 인터넷 접속 경로 - 스마트폰을 통한 인터넷 이용자 ············· 87 <표4-1> 성ㆍ연령별 모바일앱 다운로드 빈도 - 모바일앱 다운로드 이용자 ············································ 90 <표4-2> 성·연령별 주 평균 다운로드 모바일앱 개수 - 모바일앱 다운로드 이용자 ································· 91 <표4-3> 성ㆍ연령별 다운로드 받는 모바일앱 유형(복수응답) - 모바일앱 다운로드 이용자 ···················· 94 - XVII - 17
  21. 21. <표4-4> 성․연령별 1인 평균 현재 설치된 모바일앱 및 주이용 모바일앱 개수 ······································· 95 <표4-5> 성․연령별 주이용 모바일앱 유형(복수응답) ·············································································· 97 <표6-1> 성·연령별 LTE 스마트폰 이용 계기(복수응답) - LTE 스마트폰 이용자 ··································· 103 <표6-2> 성·연령별 LTE 스마트폰을 통한 인터넷 접속 방법별 이용 비중 - LTE 스마트폰 이용자 ··············· 104 18 - XVIII -
  22. 22. 제1편 2012년 상반기 스마트폰이용실태조사
  23. 23. 제1장 조사개요 조 사 개 요 1. 조사 목적 전 세계적으로 스마트폰이 단기간에 급속한 성장세를 보이며 사회 전반으로 빠르 게 확산됨에 따라 구체적인 스마트폰 이용 환경과 이용 행태 등을 파악하고 전망 할 수 있는 통계 수요 및 필요성이 증대되었다. 본 조사는 스마트폰 확산에 따라 급변하고 있는 스마트폰 이용실태를 구체적으로 파악하여 정부 정책과 업계의 비즈니스 전략수립, 학계의 연구 활동 등에 광범위 하게 활용 될 수 있도록 신뢰성 높고 시의성 있는 정보를 제공하는 데 목적이 있 다. 본 조사의 구체적인 목적은 다음과 같다. 스마트폰 이용 기간 및 기능, 서비스 등 단말기 이용 현황 파악 앱스토어 및 모바일앱 이용 현황 분석 스마트폰을 통한 인터넷 이용 환경 및 현황 파악 스마트폰을 통한 신규서비스 이용 현황 파악 스마트폰 전용 정액요금제 이용 현황 분석 스마트폰 이용 활성화를 위한 과제 도출 1
  24. 24. 2012년 상반기 스마트폰 이용실태조사 2. 조사 내용 및 범위 본 조사는 스마트폰 단말기 이용행태, 모바일앱 및 인터넷 이용현황, SNS, 광고, 모바일 인스턴트 메신저, 모바일 인터넷전화, 모바일 쇼핑, 금융서비스 등 주요 스마트폰 서비스 이용현황, 정액요금제 이용현황 등을 파악하는 내용으로 구성되 었으며, 스마트폰 관련 최신 서비스 및 정책 사안들에 관한 유용한 정보를 제공 할 수 있도록 구성되었다. 본 조사의 주요내용은 다음과 같다. 스마트폰 단말기 이용행태 앱스토어 및 모바일앱 이용 현황 스마트폰을 통한 인터넷 이용 현황 스마트폰을 통한 SNS 이용 현황 스마트폰 광고 이용 현황 모바일 인스턴트 메신저 및 모바일 인터넷전화 이용 현황 스마트폰을 통한 모바일쇼핑 및 금융서비스 이용 현황 스마트폰을 통한 NFC 및 모바일 클라우드 서비스 이용 현황 스마트폰 전용 정액요금제 이용 현황 스마트폰 이용 만족도 2
  25. 25. 3. 주요 용어 및 정의 조 사 개 요 스마트폰 : 일반 PC와 같이 고기능의 범용 운영체제(OS)를 탑재하여 다양한 모바일앱(Mobile App.)을 자유롭게 설치ㆍ동작시킬 수 있는 고기 능 휴대폰으로 ‘손 안의 PC’로 불림 앱스토어 : 애플社가 처음 사용한 용어이지만, 현재는 애플리케이션 스토어 (Application Store)의 준말로 일반적으로 개발자들이 직접 개발한 애플리케이션(Application)을 올려놓고 자유롭게 사고 팔 수 있는 온라인장터(Marketplace)를 뜻함 모바일앱 : 스마트폰에 최적화된 응용소프트웨어로서 게임, e-book, 내비게이션 등 다양한 서비스를 제공하며, 앱스토어를 통해 자신이 원하는 모바일앱을 구입하고 스마트폰에 추가하여 이용할 수 있음 LTE 스마트폰 : 4세대 무선인터넷 서비스인 LTE를 이용할 수 있는 스마트폰으로, LTE란 기존 이동통신망(3G)보다 콘텐츠 내려받기 속도가 최대 5배, 올리기 속도는 최대 7배 빠르며 고화질의 서비스를 제공함 스마트폰 광고 : 스마트폰을 통해 소비자에게 음악, 그래픽, 음성, 문자 등의 방법으로 광고메시지를 발송하여 소비자로부터 기대하는 반응을 얻고자 하는 광고로, 메시지광고, 검색 광고, 배너광고, 팝업광고, 홍보용 모바일앱, 모바일쿠폰광고, 보상형광고, 위치 기반 광고 등이 포함됨 모바일 인스턴트 메신저(Mobile Instant Messenger) : 전용 응용프로그램(모바일앱)을 설치한 개인끼리 인터넷에서 실시간으로 메시지와 데이터를 주고 받을 수 있는 서비스로, 스마트폰 등의 무선 인터넷 접속 가능 단말기에서 이용 가능함 모바일 인터넷전화(mVoIP) : 스마트폰 등의 이동전화에 인터넷전화 응용 프로그램(모바일앱)을 설치하여 무선랜(WiFi) 또는 이동통신망(3G)을 통해 이용할 수 있으며, 일반적인 이동 전화 음성통화보다 저렴하게 전화통화를 할 수 있음 3
  26. 26. 2012년 상반기 스마트폰 이용실태조사 NFC(근거리 무선통신) 서비스 : NFC(Near Field Communication) 기능이 지원되는 무선단말기를 인식장치 (결제기, 태그, 무선단말기 등)에 가져다 대는 것만으로 쉽고 편리하게 정보를 교환할 수 있는 서비스로 모바일 결제, 데이터전송 등에 광범위하게 활용되며 신용카드와 쿠폰 등의 기능을 스마트폰 하나에 보관이 가능함 모바일 클라우드 서비스 : 영화, 음악, 사진, 문서, 주소록 등 사용자의 콘텐츠를 서버에 저장해 두고 스마트폰이나 스마트패드 등에서 다운로드 후 사용할 수 있는 서비스 4. 조사 체계 조사대상 : 국내 만12-59세 스마트폰 이용자 유효응답자수 : 4,000명 조사기간 : 2012. 5. 31 - 2012. 6. 9(10일간) 조사방법 : 온라인 조사 조사기관 - 주관기관 : 방송통신위원회 - 전담기관 : 한국인터넷진흥원 법적근거 : 정보통신망 이용촉진 및 정보보호 등에 관한 법률 제 52조 4
  27. 27. 5. 표본 설계 조 사 개 요 가. 모집단 모집단 : 국내 만12-59세 스마트폰 이용자 모집단 자료 : ‘2011년 인터넷이용실태조사(방송통신위원회ㆍ한국인터넷진흥원)’ 결과, 스마트폰 이용자수 나. 표본할당 개요 : 제곱근 비례할당 - 만12-59세 스마트폰 이용자 중 권역×성×연령별 스마트폰 이용자 수에 따른 제곱근비례할당 층화변수 - 권역(5개) : 서울권, 경인권(경기, 인천), 충청ㆍ강원권(대전, 충북, 충남, 강원), 경상권(부산, 대구, 울산, 경북, 경남), 전라ㆍ제주권(광주, 전북, 전남, 제주) - 성(2개) : 남성, 여성 - 연령(5개) : 12-19세, 20-29세, 30-39세, 40-49세, 50-59세 다. 표본추출 표본틀 : 조사 업체의 인터넷 조사 패널 중 만12-59세 스마트폰 이용자 약 11만명 표본 추출 방법 - 1차 표본추출 : 조사 패널을 기본 정보(권역×성×연령) 기준으로 분류 후 분류된 셀별로 할당 표본수의 5배수인 조사대상자 임의 추출 - 2차 표본추출 : 분류된 셀별로 기 추출된 대상자를 제외한 잔여 리스트에서 반복하여 임의 추출 실시, 약 2배수의 대체 리스트 추출 5
  28. 28. 2012년 상반기 스마트폰 이용실태조사 6. 실 사 조사 기간 : 2012. 5. 31 - 2012. 6. 9(10일간) 조사 기준 시점 : 2012. 5. 30 조사 대상 : 국내 만12-59세 스마트폰 이용자 조사 방법 : 온라인 조사 조사 절차 : 설문지 확정 ⇒ 온라인 프로그램 개발 ⇒ 프로그램 로직 점검 및 최종 확정 ⇒ 패널대상 온라인 설문 발송 ⇒ 설문지 집계 ⇒ 검증 및 보완조사 ⇒ 최종자료 검증 6
  29. 29. 7. 자료 처리 조 사 개 요 가. 자료 검증 및 대체 실사 과정에서 자료 검증 - 문항 간 논리성, 분기 흐름 등이 반영된 설문 프로그램을 개발ㆍ이용함으로써 무응답, 응답오류 등을 사전통제 - 응답자의 이메일 및 IP 주소 제어를 통해 동일 응답자의 중복 참여 방지 - 평균 응답시간을 기반으로 응답 소요 시간이 평균보다 과다 또는 과소인 경우 해당 자료 대체 분석과정에서의 자료 검증 - 내검 프로그램을 통해 최종 수집된 자료에 대한 문항 간 논리성 검증 - 검증 결과 불합격된 자료에 대한 보완 및 재조사 실시 나. 자료 입력 및 분석 온라인 조사이므로 별도의 자료입력과정은 거치지 않으며, 다단계 검증 과정에서 최종 합격된 자료는 SPSS for Windows(통계패키지 프로그램)를 이용하여 분석됨 - 응답자의 이름, 주소, 전화번호 등 개인을 식별할 수 있는 정보는 일련번호로 부호화 하거나 자료 입력 시 제외함 7
  30. 30. 2012년 상반기 스마트폰 이용실태조사 8. 추정 및 표본오차 가. 추정 최종 유효 표본수가 모집단 구성비와 다르기 때문에 이를 보정하기 위해 모비율을 추정하였으며, 모비율 산출 공식은 아래와 같음   전체 비추정치         추정된 전체 모비율값  성( =1,2)을 나타내는 첨자  연령( =1~5)을 나타내는 첨자  권역( =1~4)을 나타내는 첨자   권역×성×연령별 층화 셀 내에서 조사된 (표본)비율값        셀의 모집단 수 전체 모집단 수 나. 표본오차 신뢰수준     에서 전체 모비율의 표본오차 산출 공식은 다음과 같음   전체 모비율의 표본오차 =  ×      전체 모비율에 대한 분산 표본정규분포( 분포) 내 확률이  가 되도록 하는 값                             셀의 표본수 따라서, 본 조사의 주요변수인 스마트폰을 통한 인터넷 이용률(92.4%)의 표본오차는 95% 신뢰수준에서 ±0.22%p임 8
  31. 31. 9. 결과 발표 조 사 개 요 조사 결과는 특별한 사유가 없는 한 실사 후 2개월 이내에 공표하는 것을 원칙으로 하며, 결과 공표 후 2개월 이내에 최종 결과물을 한국인터넷진흥원 통계 홈페이지 (http://isis.kisa.or.kr)를 통해 공시함 10. 표본 현황 <표1-1> 표본 현황 구분 2,141 53.5 여 1,859 46.5 617 15.4 1,112 27.8 30대 1,061 26.5 801 20.0 50대 409 10.2 초/중/고등학생 310 7.8 대학(원)생 601 15.0 고졸이하 720 18.0 대졸이상 2,369 59.2 전문/관리직 939 23.5 사무직 1,058 26.5 서비스/생산직 615 15.4 학생 888 22.2 주부 327 8.2 무직/기타 173 4.3 SKT 이동통신사 남 40대 직업 100.0 20대 학력 4,000 12-19세 연령 구성비(%) 전체 성별 사례수(명) 1,932 48.3 KT 1,428 35.7 LG U+(LGT) 631 15.8 MVNO 9 0.2 9
  32. 32. 2012년 상반기 스마트폰 이용실태조사 제2장 스마트폰 단말기 이용 현황 1. 스마트폰 이용 기간 만 12-59세 스마트폰 이용자의 19.3%가 스마트폰을 이용한지 6개월 미만(1개월 미만 1.3%, 1-3개월 미만 4.4%, 3-6개월 13.6%)인 ‘신규스마트폰 이용자’이며, 2년 이상 이용자는 14.2% 인 것으로 나타났다. <그림2-1> 스마트폰 이용 기간 (단위:%) 6개월 미만 신규 스마트폰 이용자를 성별로 보면 남성(17.1%)보다 여성(21.9%)의 신규 이용 비율이 더 높으며, 연령별로는 12-19세(30.8%)가 가장 많고 그 다음으로 50대(25.4%), 40대(18.8%) 등의 순이었다. <표2-1> 성ㆍ연령별 스마트폰 이용 기간 구분  (단위:%) 1-3개 월 3-6개 월 6-9개 월 9개 월 -1년 1-2년 2년 이 상 남성 1.3 3.8 12.0 12.6 12.6 39.7 18.1 여성 1.3 5.1 15.5 16.9 15.1 36.4 9.7 12-19세 3.6 5.5 21.7 17.8 13.1 30.0 8.3 20대 0.7 2.2 9.9 11.8 13.0 43.9 18.4 30대 0.8 4.3 12.4 15.6 13.6 37.2 16.0 40대 0.9 5.4 12.5 14.7 14.5 39.5 12.6 50대 10 1개 월 미 만 1.7 6.8 16.9 14.4 15.4 34.7 10.0
  33. 33. 2. 스마트폰 이용 계기 스 마 트 폰 단 말 기 이 용 현 황 스마트폰 이용자의 주된 스마트폰 이용계기는 ‘다양한 응용 소프트웨어(모바일앱 등)를 이용하고 싶어서(69.1%)’인 것으로 나타났으며, 다음으로 ‘수시로 인터넷을 이용하고 싶어서(56.8%)’ 이용하기 시작한 것으로 조사되었다. 그 이외에 ‘새로운 서비스나 기술에 대한 호기심 때문에(39.0%)’, ‘주변 사람들이 스마트폰을 이용하고 있어서(35.4%)’, ‘고기능․고성능의 단말기를 이용하고 싶어서(34.0%)’ 등의 순으로 나타났다. <그림2-2> 스마트폰 이용 계기(복수응답) (단위:%) 11
  34. 34. 2012년 상반기 스마트폰 이용실태조사 3. 스마트폰 선택 시 고려사항 스마트폰 이용자의 과반수가 스마트폰 단말기 선택 시 ‘디자인 및 단말기 크기 (59.9%)’와 ‘화면 크기 및 화질(55.0%)’, ‘단말기 가격(50.4%)’ 등을 고려하는 것으로 나타났다. <그림2-3> 스마트폰 선택 시 고려사항(복수응답) (단위:%) '디자인 및 단말기 크기’ 이외에 남성은 ‘화면크기 및 화질(57.4%)’를, 여성은 ‘단말기 가격(53.4%)’을 주로 고려하는 것으로 나타났으며, 연령별로는 12-19세 및 20, 30대는 ‘디자인 및 단말기 크기’를 가장 고려하는 반면 40대와 50대는 ‘화면크기 및 화질’을 고 려하는 경우가 많았다. <표2-2> 성ㆍ연령별 스마트폰 선택 시 고려사항(복수응답) 구분  남성 디자인 화면 및 단말기 이동 단말기 크기 및 단말기 가격 통신사 제조사 화질 크기 58.0 57.4 47.7 42.0 43.8 (단위:%) 운영 체제 조작 방식 및 편리성 부가 기능 단말기 A/S 49.1 37.8 24.2 19.9 이용 가능 앱스 토어 21.0 여성 52.2 53.4 47.3 43.7 30.6 33.8 20.1 20.9 14.6 62.1 55.3 56.1 43.9 30.8 36.3 24.1 21.4 13.1 13.9 20대 67.1 51.8 44.4 44.3 44.1 47.9 33.9 18.4 17.7 19.0 30대 62.7 55.3 49.2 45.0 48.1 40.7 38.3 23.6 23.6 19.1 40대 51.8 57.6 53.6 44.9 44.2 38.1 38.7 26.0 23.8 18.2 50대 12 62.1 12-19세 46.0 57.7 54.5 43.5 50.4 31.1 47.9 23.7 23.2 18.3
  35. 35. 4. 스마트폰 가입 명의자 스 마 트 폰 단 말 기 이 용 현 황 스마트폰 이용자의 대부분이 ‘본인 명의’로 스마트폰에 가입되어 있는 것으로 나타났으며, 8.2%는 ‘부모, 자녀 등 가족 명의로 가입’한 것으로 조사되었다. <그림2-4> 스마트폰 가입 명의자 (단위:%) 여성(10.2%)이 남성(6.4%)보다 ‘부모, 자녀 등 가족 명의로 가입’한 경우가 다소 많으며, 연령별로는 12-19세 및 50대의 ‘가족 명의 가입자’가 각각 12%와 13.9%인 것으로 나타났다. <표2-3> 성·연령별 스마트폰 가입 명의자 (단위:%) 본인 명의로 가입 부모, 자녀 등 가족 명의로 가입 직장이나 협회, 기관 등의 명의로 가입 이동통신사, 대리점 등에서 대여 남성 91.9 6.4 1.5 0.1 여성 89.0 10.2 0.4 0.1 12-19세 87.4 12.0 0.3 0.3 20대 95.4 4.1 0.2 0.0 30대 91.2 7.2 1.2 0.3 40대 88.9 9.4 1.7 0.0 50대 83.9 13.9 2.2 0.0 구분  13

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