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Mobile Phones - UK - February 2012

“RIM is in need of a ‘killer product’ to turn the company around from continually losing market share to iOS and Android powered handsets. All eyes will be on the launch of RIM’s next device, the BlackBerry London, which will run the next-generation operating system BlackBerry 10.”

– Cecilia Liao, Senior Technology Analyst

Some questions answered in this report include:

  • Who else could compete against Apple’s iOS and Google’s Android in the smartphone race?
  • How will the rise of smartphones impact on the consumption of information?
  • Will the form factor of mobile phones change in the next five years?
  • Why don’t consumers buy mobile handsets from general electronics retailers?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Mobile phones market forecast, by volume, 2006-16
            • Market factors
              • Consumers sticking with network providers for longer
                • Figure 2: How long ago current handset was bought, October 2010-11
              • High unemployment dampening youth demand for smartphones
                • Figure 3: Seasonally adjusted unemployment rate, by age, September 1992-November 2011
              • Companies, brands and innovation
                • Figure 4: Mobile phone ownership, by platform provider, October 2011
                • Figure 5: Mobile phone ownership, by manufacturer, October 2010 and October 2011
              • The consumer
                • Handset purchase considerations
                  • Figure 6: Handset purchase considerations, October 2011
                • Mobile phone operating systems
                  • Figure 7: Desire for future mobile phone operating system, by gender, December 2011
                • Consumer attitudes and behaviours towards mobile phones
                  • Figure 8: Attitudes and behaviours towards mobile phones, December 2011
                • What we think
                • Issues in the Market

                    • Who else could compete against Apple’s iOS and Google’s Android in the smartphone race?
                      • How will the rise of smartphones impact on the consumption of information?
                        • Will the form factor of mobile phones change in the next five years?
                          • Why don’t consumers buy mobile handsets from general electronics retailers?
                          • Future Opportunities

                              • Trend: Many Mes
                                • Trend: Switch Off
                                • Internal Market Environment

                                  • Key points
                                    • Mobile phone ownership
                                      • More consumers opting for pay-monthly contracts
                                        • Figure 9: Percentage-point change in type of consumer payment method, 2007-11
                                      • More consumers staying with their network providers
                                        • Figure 10: Length of time spent with current mobile network provider, 2007-11
                                      • Consumers are holding on to their handsets for a little bit longer
                                        • Figure 11: How long ago current handset was bought, October 2010-11
                                      • Ofcom’s 4G auction delayed until end of 2012
                                      • Broader Market Environment

                                        • Key points
                                          • Uncertain economic climate to bolster sales of budget smartphones
                                            • Figure 12: GDP quarterly percentage change, Q1 2004-Q4 2011
                                            • Figure 13: GFK NOP Consumer Confidence Index, January 1988-2012
                                          • One in five 16-24-year-olds are unemployed
                                            • Figure 14: Seasonally adjusted unemployment rate, by age, September 1992-November 2011
                                          • Aging population could be a boon to the smartphone market
                                            • Figure 15: Trends in the age structure of the UK population, 2006-16
                                        • Who’s Innovating?

                                          • Key points
                                            • Bigger, faster, and thinner – pushing the technical limits
                                              • Figure 16: Huawei Ascend P1 S at the Consumer Electronics Show, January 2012
                                            • Accessories for mobile phones enable a truly mobile lifestyle
                                              • Glucose monitor
                                                • Figure 17: iBGStar, January 2012
                                              • Baby monitor
                                                • Figure 18: BabyPing Video Monitor, January 2012
                                              • Health and fitness monitor
                                                • Using mobile phones as log-in tokens and ‘digital handshakes’
                                                  • Mobile phone that keeps its charge for 15 years
                                                    • Figure 19: SpareOne mobile phone, January 2012
                                                • Market Size and Forecast

                                                  • Key points
                                                    • Mobile phone market to grow, driven by smartphones
                                                      • Figure 20: Volume sales of mobile phones, 2006-16
                                                      • Figure 21: Value sales of mobile phones, 2006-16
                                                    • Forecasts
                                                      • Figure 22: Mobile phones market forecast, by volume, 2006-16
                                                      • Figure 23: Mobile phones market forecast, by value, 2006-16
                                                  • Market Share and Segment Performance

                                                    • Key points
                                                      • Mobile phone by platform provider
                                                        • Figure 24: Mobile phone ownership, by platform provider, October 2010-11
                                                        • Figure 25: Mobile phone ownership by basic mobile vs. smartphone, by gender and age, October 2010-11
                                                      • Mobile phone by manufacturer
                                                        • Figure 26: Mobile phone ownership, by manufacturer, 2008-10
                                                        • Figure 27: Mobile phone ownership, by manufacturer, October 2011
                                                        • Figure 28: Mobile phone ownership by manufacturer, by age, October 2011
                                                      • Mobile phone by release year
                                                        • Figure 29: Mobile phone ownership, by release year, October 2011
                                                      • Top ten mobile phones in the UK
                                                        • Figure 30: Top 10 mobile phones owned in the UK, October 2011
                                                    • Companies and Products

                                                        • Apple
                                                          • Company overview
                                                            • Financial information
                                                              • Figure 31: Key financials, Apple Inc, 2010-11
                                                            • Product range
                                                              • Innovations
                                                                • Marketing and promotion
                                                                  • Figure 32: Advertising expenditure on mobile phones by Apple in the UK, by phone model, 2009-11
                                                                • HTC
                                                                  • Company overview
                                                                    • Financial information
                                                                      • Figure 33: Key financials, HTC Corporation, 2010-11
                                                                    • Product range
                                                                      • Innovations
                                                                        • Marketing and promotion
                                                                          • Figure 34: Advertising Expenditure on mobile phones by HTC in the UK, by phone model, 2009-11
                                                                        • Nokia
                                                                          • Company overview
                                                                            • Financial information
                                                                              • Figure 35: Key financials, Nokia Corporation, 2010-11
                                                                            • Product range
                                                                              • Innovations
                                                                                • Marketing and promotion
                                                                                  • Figure 36: Advertising expenditure on mobile phones by Nokia in the UK, by phone model, 2009-11
                                                                                • Research In Motion
                                                                                  • Company overview
                                                                                    • Financial performance
                                                                                      • Figure 37: Key financials, Research In Motion, 2010-11
                                                                                    • Product range
                                                                                      • Innovations
                                                                                        • Marketing and promotion
                                                                                          • Figure 38: Advertising expenditure on mobile phones by Research In Motion in the UK, by phone model, 2009-11
                                                                                        • Samsung Telecommunications
                                                                                          • Company overview
                                                                                            • Financial information
                                                                                              • Figure 39: Key financials, Samsung Electronics, 2010-11
                                                                                            • Product range
                                                                                              • Innovation
                                                                                                • Marketing and promotion
                                                                                                  • Figure 40: Advertising expenditure on mobile phones by Samsung in the UK, by phone model, 2009-11
                                                                                                • Sony Mobile Communications (formerly Sony Ericsson)
                                                                                                  • Company overview
                                                                                                    • Financial performance
                                                                                                      • Figure 41: Key financials, Sony Ericsson, 2010-11
                                                                                                    • Product range
                                                                                                      • Innovations
                                                                                                        • Marketing and advertising
                                                                                                          • Figure 42: Advertising expenditure on mobile phones by Sony Ericsson in the UK, by phone model, 2009-11
                                                                                                      • Brand Research

                                                                                                        • Brand map
                                                                                                            • Figure 43: Attitudes towards and usage of brands in the mobile phone sector, November 2011
                                                                                                          • Correspondence analysis
                                                                                                            • Brand attitudes
                                                                                                              • Figure 44: Attitudes by mobile phone brand, November 2011
                                                                                                            • Brand personality
                                                                                                              • Figure 45: Mobile phone brand personality – macro image, November 2011
                                                                                                              • Figure 46: Mobile phone brand personality – micro image, November 2011
                                                                                                            • Brand experience
                                                                                                              • Figure 47: Mobile phone brand usage, November 2011
                                                                                                              • Figure 48: Satisfaction with various mobile phone brands, November 2011
                                                                                                              • Figure 49: Consideration of mobile phone brands, November 2011
                                                                                                              • Figure 50: Consumer perceptions of current mobile phone brand performance, November 2011
                                                                                                              • Figure 51: Mobile phone brand recommendation – Net Promoter Score, November 2011
                                                                                                            • Brand index
                                                                                                              • Figure 52: Mobile phone brand index, November 2011
                                                                                                              • Figure 53: Mobile phone brand index vs. recommendation, November 2011
                                                                                                            • Target group analysis
                                                                                                              • Figure 54: Target groups, November 2011
                                                                                                              • Figure 55: Mobile phone brand usage, by target groups, November 2011
                                                                                                            • Group One – Conformists
                                                                                                              • Group Two – Simply the Best
                                                                                                                • Group Three – Shelf Stalkers
                                                                                                                  • Group Four – Habitual Shoppers
                                                                                                                    • Group Five – Individualists
                                                                                                                    • Channels to Market

                                                                                                                      • Key points
                                                                                                                        • Channels used to obtain personal mobile phone
                                                                                                                          • Figure 56: Channels used to obtain personal mobile phone, October 2011
                                                                                                                        • Network operators and mobile phone contracts
                                                                                                                          • Figure 57: Consumers who obtained their personal mobile phone from network operators, by age and gender, October 2011
                                                                                                                        • Mobile specialist retailers favoured by female consumers
                                                                                                                          • Figure 58: Consumers who obtained their personal mobile phone from specialist mobile retailers, by age and gender, October 2011
                                                                                                                        • Tesco has the lion’s share of supermarket sales of mobile handsets
                                                                                                                          • Figure 59: Advertising expenditure on mobile phones by UK supermarkets, by media, 2011
                                                                                                                      • Handset Purchase Considerations

                                                                                                                        • Key points
                                                                                                                          • Network quality is the top handset purchase consideration
                                                                                                                            • Figure 60: Handset purchase considerations, October 2011
                                                                                                                          • Trusting the advice of retail salespeople
                                                                                                                          • Mobile Phone Features and Attributes

                                                                                                                            • Key points
                                                                                                                              • Display size getting larger
                                                                                                                                • Figure 61: Ownership of mobile phone, by diagonal display size, October 2010-11
                                                                                                                              • Candybar is the winning form factor
                                                                                                                                • Figure 62: Ownership of mobile phone, by form factor, October 2010-11
                                                                                                                              • Mobile phones are equipped with more built-in storage
                                                                                                                                • Figure 63: Ownership of mobile phone by built -in storage, by percentage change between October 2010 and 2011
                                                                                                                            • Mobile Phone Operating Systems

                                                                                                                              • Key points
                                                                                                                                • Apple iOS is still ‘most wanted’ but only by a small margin
                                                                                                                                  • Figure 64: Desire for future mobile phone operating system, December 2011
                                                                                                                                • Female consumers may be more open to switching operating system
                                                                                                                                  • Figure 65: Desire for future mobile phone operating system, by gender, December 2011
                                                                                                                                  • Figure 66: Importance of phone operating system to handset purchase considerations, October 2011
                                                                                                                                • Apple iOS users are most loyal to their operating system
                                                                                                                                  • Figure 67: Desire for future mobile phone operating system, by ownership of current mobile phone, by operating system, December 2011
                                                                                                                                • Is there room for competition after Apple iOS and Android?
                                                                                                                                  • Figure 68: Current ownership of and desire for Android, BlackBerry, and iOS, by age, December 2011
                                                                                                                                • BlackBerry
                                                                                                                                  • Windows Phone 7
                                                                                                                                  • Attitudes and Behaviours

                                                                                                                                    • Key points
                                                                                                                                      • Figure 69: Attitudes and behaviour towards mobile phones, December 2011
                                                                                                                                    • Consumers are demanding more from their mobile phones
                                                                                                                                      • Figure 70: Agreement with the statement ‘As long as I can make calls and texts, I don’t care about other features or functions’, by age, December 2010-11
                                                                                                                                    • ‘Alarming’ marketing opportunities on smartphones
                                                                                                                                      • Figure 71: Mobile phone owners who use their handset as an alarm clock, by ownership of mobile phone operating system, December 2011
                                                                                                                                      • Figure 72: Mobile phone owners who use their handset as an alarm clock, by age, December 2011
                                                                                                                                    • Are mobile phones an essential or a distraction?
                                                                                                                                      • Figure 73: Agreement with the statement ‘My mobile phone is an essential part of my life’, by age, December 2011
                                                                                                                                      • Figure 74: Agreement with the statements ‘My mobile phone is a distraction from friends and family sometimes’ and ‘I sometimes feel overwhelmed by being always reachable on my mobile’, by age, December 2011
                                                                                                                                    • The call for mobile-optimised, bite-size content
                                                                                                                                      • Figure 75: Agreement with the statement ‘My mobile phone is often the first thing I reach for when I have a spare moment’, by age, December 2011
                                                                                                                                      • Figure 76: Agreement with the statement ‘My mobile phone is often the first thing I reach for when I have a spare moment’, by ownership of mobile phone operating system, December 2011
                                                                                                                                    • Can fun and functional co-exist?
                                                                                                                                      • Figure 77: Agreement with the statement ‘It is important that mobile phones are fun as well functional’, by age, December 2011
                                                                                                                                      • Figure 78: Agreement with the statement ‘I think my mobile phone goes with my image’, by age, December 2011
                                                                                                                                    • Getting messages across on a silent mobile phone
                                                                                                                                      • Figure 79: Agreement with the statement ‘I usually have my mobile phone on silent or vibrate-only mode’, by age, December 2011
                                                                                                                                  • Appendix – Internal Market Environment

                                                                                                                                      • Figure 80: Type of mobile phone payment plan, 2007-11
                                                                                                                                  • Appendix – Brand Research

                                                                                                                                      • Figure 81: Brand usage, November 2011
                                                                                                                                      • Figure 82: Brand commitment, November 2011
                                                                                                                                      • Figure 83: Brand momentum, November 2011
                                                                                                                                      • Figure 84: Brand diversity, November 2011
                                                                                                                                      • Figure 85: Brand satisfaction, November 2011
                                                                                                                                      • Figure 86: Brand recommendation, November 2011
                                                                                                                                      • Figure 87: Brand attitude, November 2011
                                                                                                                                      • Figure 88: Brand image – macro image, November 2011
                                                                                                                                      • Figure 89: Brand image – micro image, November 2011
                                                                                                                                      • Figure 90: Profile of target groups, by demographic, November 2011
                                                                                                                                      • Figure 91: Psychographic segmentation, by target group, November 2011
                                                                                                                                      • Figure 92: Brand usage, by target group, November 2011
                                                                                                                                    • Brand index
                                                                                                                                      • Figure 93: Brand index, November 2011
                                                                                                                                  • Appendix – Channels to Market

                                                                                                                                      • Figure 94: Channels used to obtain personal mobile phone, October 2011
                                                                                                                                  • Appendix – Handset Purchase Considerations

                                                                                                                                      • Figure 95: Handset purchase considerations, October 2011
                                                                                                                                  • Appendix – Mobile Phone Features and Attributes

                                                                                                                                      • Figure 96: Ownership of mobile phone, by diagonal display size, October 2010-11
                                                                                                                                      • Figure 97: Ownership of mobile phone, by form factor, October 2010-11
                                                                                                                                      • Figure 98: Ownership of mobile phone, by built-in storage, October 2010-11
                                                                                                                                  • Appendix – Mobile Phone Operating Systems

                                                                                                                                      • Figure 99: Ownership and desire for mobile phone by operating system, December 2011
                                                                                                                                      • Figure 100: Ownership and desire for current mobile phone by operating system, by demographics, December 2011
                                                                                                                                      • Figure 101: Ownership and desire for future mobile phone by operating system, by demographics, December 2011
                                                                                                                                  • Appendix – Attitudes and Behaviours

                                                                                                                                      • Figure 102: Attitudes towards mobile phones, December 2011
                                                                                                                                      • Figure 103: Most popular attitudes towards mobile phones, by demographics, December 2011
                                                                                                                                      • Figure 104: Next most popular attitudes towards mobile phones, by demographics, December 2011
                                                                                                                                      • Figure 105: Other attitudes towards mobile phones, by demographics, December 2011
                                                                                                                                      • Figure 106: Attitudes towards mobile phones, by ownership of current mobile phone by operating system, December 2011
                                                                                                                                      • Figure 107: Attitudes towards mobile phones, by desire for future mobile phone by operating system, December 2011

                                                                                                                                  Companies Covered

                                                                                                                                  • Apple, Inc
                                                                                                                                  • Google, Inc.
                                                                                                                                  • HTC
                                                                                                                                  • IBM United Kingdom Limited
                                                                                                                                  • Microsoft Corporation
                                                                                                                                  • Nokia Corporation (UK)
                                                                                                                                  • Orange plc (UK)
                                                                                                                                  • Research in Motion Uk Ltd.
                                                                                                                                  • Samsung Electronics (UK) Ltd
                                                                                                                                  • Sony (UK) Ltd

                                                                                                                                  Mobile Phones - UK - February 2012

                                                                                                                                  £1,995.00 (Excl.Tax)