With an estimated 270 million Americans viewing their smartphones about 14 billion times per day, the smartphone continues to reign supreme as consumers’ preferred device for online actions, as well as for controlling and monitoring many daily activities, according to Deloitte’s US edition of the 2018 Global Mobile Consumer Survey.
- Smartphone penetration rose to 85%, up 3% from 2017, with the strongest growth among US consumers aged 45+.
- American consumers are now viewing their phones an average of 52 times daily, with 39% of consumers believing they use their smartphones too much. A further 63% of the respondents try to limit their smartphone usage.
Consumers are concerned about data privacy and security
- 80% have concerns about companies using, storing and sharing their personal data with third parties.
- 85% now believe that companies with which they interact online use their personal data all or most of the time.
- Consumers are 14% less likely this year to share their photos and address books with companies they interact with online.
- 31% of respondents said they have used their mobile device to make an in-store payment, with 14% doing so on a weekly basis. While there are several reasons for the tepid adoption, security concerns (42%) and lack of perceived benefits (42%) were cited as main reasons.
Voice assistant technologies resonate with consumers
- 64% have used the voice assistant on their smartphones, up 11% from last year.
- 46% have used the voice assistant within the last week, if not in the last day.
- Market penetration of voice-assisted speakers has nearly doubled over the past year (growing from 12 to 20%).
- 69% of respondents who own voice-assisted speakers report using their voice-assistance capabilities weekly, and 47% do so daily.
Consumers eager for 5G networks and devices
- Overall, 60% indicated that 5G is either “fairly” (34%) or “very” (26%) important to them now, compared with 55% who felt that way a year ago.
- Interestingly, 29% of respondents said their current 4G/LTE network speed at home is either a little or much faster than their home Wi-Fi, compared to 27% in 2017.
This year’s survey confirms that while smartphones are becoming the nerve center of our homes, our businesses, our families and our lives — consumers are craving more speed and responsiveness as their usage patterns mature. It will be interesting to watch the availability of 5G networks and 5G-enabled smartphones over the next year to see if consumers’ yearning for better performance is satisfied.